Marketing Unplugged

The oral history episode series continues with architect and former C-3 President, Fred Marks. Kate Goodson sits down with Fred to talk about evidence-based design and the Academy of Neuroscience for Architecture, including how humans are affected by architecture, building scale, and urban design. They also cover the critical role C-3 played in the beginning of downtown San Diego’s redevelopment in the late 1980s and ’90s, and how we can do better in the future knowing now how cities evolve over time.

Timestamps:

[7:14] Where did Fred’s interest in evidence-based design come from?

[13:29] How the American Institute of Architecture (AIA) came to be.

[13:31] How we can consider universal human needs when designing from a large urban scale perspective.

[14:01] Fred discusses Dr. Jonas Salk.

[20:20] Why was it important to redevelop downtown in the 1990s?

[17:52] Fred talks about the concept of growth management.

[22:17] The history of C-3 being led by bright males and females, who were leaders in their community and whose opinions and actions were valued.

[27:24] Horton Plaza was a respite from the perception of downtown as an unsafe place.

[37:02] How redevelopment was funded at the state and city level, and more about the Center City Development Corporation.

[40:44] Why Governor Jerry Brown eventually eliminated the state-funded redevelopment program.

[43:48] How people engage in the public realm can greatly affect their health.

[44:41] How scale affects a person’s experience in their environment.

[50:00] It’s very important that we have these incubators where people can restore their natural being, and then re-enter the larger urban space to deal with everyday activities.

[50:12] Can this type of stimulation be reproduced in the built form?

[58:13] How Fred got involved with C-3.

[58:44] How C-3 should be carried forward into the future.

[1:06:44] What challenges will the next generation of designers and activists face in San Diego and how might an organization like C-3 provide education and assistance to them?

About C-3

In its 60 years of existence, Citizens Coordinate for Century 3 (C-3) has brought together local thought leaders from planning, design, policy, academia, community development, and more to address our region’s distinctive and pressing land use challenges. In founding C-3 almost 60 years ago, architect Lloyd Ruocco’s vision was to bring together our region’s most creative minds from the arts, sciences, academia, and government to share ideas, learn new perspectives, and build fellowship around the idea of creating livable communities.

Opportunities for Advocacy and Engagement:

C3sandiego.org

San Diego Coastkeeper

AIA

ANFA

Buell Duncan is an anomaly having spent his entire career at one organization. Buell has held many executive roles throughout his tenure at IBM, starting in one of the unlikeliest places for a marketer: sales. In this episode, Buell shares valuable advice on how marketers can strengthen critical relationships with sales, IT, and finance teams. He also emphasizes the importance of understanding customer needs and implementing a data and measurement infrastructure to justify marketing spend, a critical initiative in today's economy.

Key Takeaways:

[1:40] a reflection on Buell's 40 year career and whether he could have predicted it to progress as it did.A little bit about Buell and his four decades of expertise.

[6:30] How do you advance in your career Want to achieve your goals? Focus on today.

[9:15] It's not as important where you go to school., it's important to stay connected after you've finished school.

[10:15] Buell started his career in sales. Why did he switch to marketing? Should all marketers start in sales?transitioned from sales to marketing. How did that happen?

[13:00] Buell didn't know anything about marketing when he got put in a marketing position, but he did understand people and he understood he needed to build his team with industry experts to help the department succeed.

[18:00] How did Buell develop great relationships throughout his career?

[20:50] What are the most important relationships to develop as a CMO?

[26:15] How does IBM structure its meetings differently than other companies?

[27:40] How should marketers think about their relationship with IT departments?

[32:15] How should marketers approach their relationship with the finance department?

[36:35] Buell has mentored several generations; what has he liked the most out of the latestyounger generation of marketers?

[42:50] What keeps Buell up at night?

[47:10] Don't assume the answer until you've really done the work.

[48:55] Buell answers some rapid-fire questions.

Mentioned in This Episode:

Demandspring.com

Irongatevc.com

Buell on LinkedIn

Mark Stouse is the Chairman and CEO of Proof. With an extensive CMO background, Mark shares his career history as well as lessons learned as a CEO, including how to get out of your own way and keeping your ego in check. Learn more about Mark's career path to becoming a CEO, the roles of leaders, as well as the top challenges in B2B marketing.

Key Takeaways:

[1:40] An introduction of Mark and his education background.

[4:40] How a degree in the liberal arts prepared him well for a career in marketing

[6:55] How Mark transitioned from CMO to CEO

[9:55] How Mark overcame the challenge of being heavily involved in the day-to-day marketing operations once a CEO

[11:15] Life is a series of numerator and denominator relationships. Mark explains what this means.

[13:45] Although Mark has become a much better person and leader, being a CEO has been the most challenging role he's taken on to date

[17:30] Mark has a policy that he doesn't sell on LinkedIn. Here's why.

[22:45] Are CMOs well suited to be CEOs?

[31:00] What are the six responsibilities of a CEO?

[37:35] What does Proof Analytics do?

[45:45] Marketing is the first one to get their budgets cut because they do not have the data to prove their ROI

[47:50] No matter how good Mark's marketing team did, they simply weren't taken seriously. Mark got into analytics to fix that.

[49:10] Mark answers the rapid-fire marketing questions.

Mentioned in This Episode:

Demandspring.com

Proofanalytics.ai

Mark on LinkedIn

Audrea Laffely, the VP of Digital Transformation and Innovation at Rocket Software, and marketing executive has over 15 years of both agency and client-side experience. In this episode, Audrea shares her perspective on the customer experience, privacy challenges in the digital age, and the importance of ethical values in a company.

Key Takeaways:

[1:50] Audrea is always prepared and ready to go! She explains how this mindset has helped her throughout her career.

[4:00] What is the difference between the buyer journey and the customer journey?

[8:30] When Audrea first joined Rocket Software, she created a service blueprint so that she could get everyone on the same page.

[10:20] How was Audrea able to bring all stakeholders together to agree on this service blueprint?

[14:00] Not only do you have to learn how to move fast in this industry, but you also have to be good at rallying different departments together.

[17:00] How should marketers balance customer data? How much is too much?

[22:10] Audrea is a NET impact member. What is that and why is it so important for the customer experience?

[23:40] Audrea wants to work for an ethical company and she interviews with companies to double verify that they're true to their word and values.

[28:00] What department should own the customer experience?

[30:00] Where in the user experience and the user journey should the marketing expertise begin?

[33:45] What should B2B marketers be aware of when executing on a digital strategy?

[35:00] What is keeping Audrea up at night in the B2B marketing world?

[38:45] It's so important to question the status quo and the real intention of why marketers are creating new pieces of content.

[39:10] Audrea answers some rapid-fire questions!

Mentioned in This Episode:

Demandspring.com

Pamdidner.com

Carlos on LinkedIn

Pam on LinkedIn

Leaders Eat Last, by Simon Sinek

Atomic Habits, by James Clear

Laura Marx is the CMO of RSA Security and has built and led global marketing teams throughout her career. As a remote worker for over a decade, Laura shares her thoughts on how to be a leader from afar, offers some solid advice to aspiring first-time CMOs, and shares her own journey from being a marketing professional to a leader.

Key Takeaways:

[2:00] Laura got her start as a tennis instructor, how did she go from that to becoming a marketing lead?

[4:30] How did Laura develop her skills as a leader while she was working from home over the last decade?

[6:20] At one point in Laura's career, she was told she'd never be VP because she was remote. Leadership ended up changing and they were located all over, and she was later promoted. The mindset has to start from the top.

[7:30] How do you foster a connection when you have a remote team?

[12:00] Product marketing is really the center of the business. A good CMO should get good at this aspect of marketing.

[14:00] Should CMOs have an MBA?

[16:10] Why is Art of Possibility one of Laura's favorite books?

[17:20] You have to question your assumptions.

[19:10] What does a high-performing team look like?

[26:20] Mistakes have to be part of the ecosystem that you're in.

[29:15] What marketing challenges are keeping Laura up at night?

[32:30] As a parent and executive, how does Laura find the right balance between work and parent life?

[36:20] Laura answers some rapid-fire questions!

[40:40] Being a leader means you have to make very difficult decisions and you're not always going to be liked for it.

Mentioned in This Episode:

Rsa.com

Laura on LinkedIn

The Art of Possibility, by Benjamin Zander and Rosamund Stone Zander

Carlos Hidalgo, Chief Revenue Officer at Demand Spring, and special guest Pam Didner, the Founder of Relentless Pursuit, join today's discussion to recap some important marketing trends that happened in 2022 and offer their insights on what marketers should be thinking about for the upcoming year ahead. They discuss everything from AI integration, to marketing and sales alignment, and so much more!

Key Takeaways:

[2:30] Pam shares how she thought the year went, from a B2B marketer's perspective.

[4:50] Carlos also shares his thoughts on how the year went.

[9:20] What should marketers look forward to or be aware of in 2023?

[14:40] Should you outsource the way you collect and manage data?

[17:15] The way marketers are trying to connect different tools and dashboards together has been a huge roadblock.

[21:20] There is a lack of a "puzzle master" that looks at all the pieces of technology and orients them to the marketing and business strategy.

[22:45] With so many technology options out there, Pam and other marketers have a hard time honing down on what kind of questions they should ask to get the right answers they need.

[28:00] Let's talk about AI. Can marketers rely on it?

[32:45] Large firms are trying to figure out how to digitally transform because they realize their investors and customers are already ahead of the curve.

[37:50] How do Pam and Carlos think about marketing and sales alignment?

[41:40] The customer experience has to come from the top down to impact powerful change.

[45:10] HR needs to be a stronger player going forward to help guide the CMO with a good change management strategy going forward.

[46:50] Have a solid plan for what you want to do in the next 12 months.

Mentioned in This Episode:

Demandspring.com

Pamdidner.com

Carlos on LinkedIn

Pam on LinkedIn

Chris Arrendale is the CEO and Founder of CyberData Pros and is a Privacy and Data Security professional. With more than 22 years of experience in the field, Chris has gone deep with email deliverability and tested the nuances of what makes an email successful. In this week's episode, Chris details what marketers need to know about email deliverability and why email is still not dead.

Key Takeaways:

[2:40] Chris got his start at the company Silverpop, a place where he ended up meeting his wife!

[3:15] What attracted Chris to security?

[5:10] B-to-C marketers have it easier when it comes to email deliverability.

[6:45] When it comes to email deliverability, what's a good balance to have between technical and content?

[9:55] IP warming is the 2nd reason why marketers refuse to leave a marketing automation provider.

[10:55] What makes an email so successful?

[14:45] How are the EU and the U.S. different when it comes to privacy?

[19:00] One of Chris's clients gave up sending emails to the EU because of GDPR and they were 30% of their revenue.

[22:10] Why should you create subdomains?

[25:00] Lots of states are passing their own privacy laws. What does that mean to marketers?

[29:10] When it comes to privacy governance, who are the stakeholders? Is it legal? Is it marketing?

[31:10] What happens if one of your customers wants to exercise "their right to be forgotten"?

[39:40] What does the privacy landscape look like in the future?

[44:35] Stop over-collecting data.

[45:00] Chris answers a series of rapid-fire questions!

Mentioned in This Episode:

Cyberdatapros.com

Chris on LinkedIn

Chris on Twitter

Ramli John is a Podcaster, Engineer-turned-Marketer, and Author of Product-Led Onboarding, a book about how to turn new users into lifelong customers. In this episode, Ramli shares his thought process on what marketers need to think about when creating a product-led marketing strategy that's focused on the customer.

Key Takeaways:

[1:50] How did Ramli get interested in marketing?

[3:35] Ramli's background is in math and engineering; was the transition to marketing difficult?

[6:15] What is product-led onboarding?

[11:10] If something is too product-led, wouldn't you lose the customer in this process?

[15:35] How should marketing and sales teams tweak their messaging in a product-led ecosystem?

[21:50] Ramli shares examples of some great product-led companies on the market today.

[29:30] What attracts Ramli to a product-led approach?

[35:20] Ramli talks about the importance of a morning routine.

[36:30] As a new father, what has Ramli learned so far?

[38:15] Ramli answers some rapid-fire questions!

Mentioned in This Episode:

Ramlijohn.com

Product-Led Onboarding: How to Turn New Users Into Lifelong Customers, by Ramli John

Ramli on LinkedIn

Ramli on Twitter

Marissa Homere is the VP of Marketing at Irwin, an investor relations and capital markets software company. She is a demand generation leader and for the last decade, she has built and scaled marketing teams in a wide range of industries. She is also an Instructor for the Modern Marketing Certification program. In this episode, Marissa shares her thoughts on the marketing industry as a whole, how young professionals can be best prepared for today's rapidly changing environment, and what it takes to succeed in a fast-paced agency role.

Key Takeaways:

[1:50] How did Marissa break into this career field?

[3:25] What advice does Marissa have about getting involved in social media as a career path?

[7:00] What are some of the skillsets a good social media manager should have? What does Marissa look for?

[8:45] If you are looking to grow rapidly in your skill sets, join an agency.

[13:15] Marissa shares her strategy to grow a brand when they're brand new.

[16:05] When it comes to content creation, how did Marissa get internal employee involvement to advocate for Irwin?

[20:45] There's a big gap between college and real-world marketing needs. Marissa offers ways you can bridge that gap.

[24:00] How can B2B marketers best be prepared for their roles?

[30:50] How does Marissa define a healthy work culture?

[34:55] Marissa talks about the logic behind her piece, "Be the Man You Want to Marry."

[37:50] Sometimes you need to get out of the way and let people share their voice. You can be an ally in helping people speak up.

[42:15] Every conversation is better when there are different perspectives in the room.

[48:10] Marissa answers some rapid-fire questions!

Mentioned in This Episode:

Irwin.com

Marissa on LinkedIn

My message to you on International Women's Day

Jeff Wright is the Senior Director of Revenue Marketing and Operations at Elastic Path and has been a results-driven leader for the last 20 years. In this episode, Jeff shares what he thinks about leading the younger generation, what he thinks about sales and marketing under the revenue umbrella, and how to remove barriers within marketing to make it all flow seamlessly.

Key Takeaways:

[1:50] A little bit about Jeff and his work within RevOps.

[4:40] How has the definition of demand center vs. RevOps changed over the years?

[7:45] How does Jeff think about sales and marketing operations under the RevOps umbrella?

[12:55] Jeff offers some insight into some of the questions he thinks about when trying to answer common customer needs.

[13:40] Customers are reaching out through different interaction points, so you need to think about a central way to bring it all together.

[19:20] What is Jeff's leadership style?

[21:15] Learning how to coach others was something Jeff consciously had to work at getting better at.

[23:15] Gen Z is a completely different management animal. What does Jeff think about this generation?

[30:15] There are three barriers to marketing in today's environment: Technology, budget, and talent. How can we best remove some of these barriers?

[36:15] One of the biggest challenges is sending work out and getting status work back.

[44:20] Jeff believes you'll be seeing more DevOps positions within the RevOps umbrella in the next five years.

[48:25] Jeff shares a fun discovery he's learned about his children recently.

[56:15] Jeff answers some quick lighting round questions!

[1:02:00] Jeff really admires his grandfather and wishes he was able to learn more from him before he passed.

Mentioned in This Episode:

Elasticpath.com

Revopscoop.com

Jeff on LinkedIn