Marketing Unplugged

Jon Davies is the Head of Marketing Technology Transformation at Fidelity Investments and has been a Global Marketing UX and Creative Technical Leader over the last 15 years. Jon understands there's a wealth shift happening among the millennial generation and shares insights in this week's episode on how to lead transformational change in an environment that is ever-growing. He also talks about some of the key things he's learned over the years from being a marketer in the financial services industry.

Key Takeaways:

[1:30] What does a typical day look like for Jon?

[4:25] Jon shares a little bit about his background and how he got his start in transformational marketing.

[8:45] When exploring new industries and paths, Jon encourages you to not be afraid.

[9:40] What surprised Jon the most about the financial industry?

[13:45] What is Jon's leadership style and how has he had to adapt to the changing demands of the financial industry?

[18:00] Jon talks about the shift in work models and whether remote work is here to stay in the financial sector.

[19:10] When it comes to transformational change, how does Jon lead the charge in this arena?

[24:15] How do we best target and serve the younger generation?

[29:00] Jon uses the airline industry as an example of forced transformational change due to the pandemic.

[34:45] Jon answers some fun rapid-fire questions!

[41:15] Jon would be interested to meet and speak with Abraham Lincon.

Mentioned in This Episode:

Fidelity.com

Jon on LinkedIn

Delia Garced is Senior Director of Demand Generation at Waters. For the past 30-plus years, Delia has been leading and building global marketing teams at some of the world's biggest companies, including GE, where she served as a marketing leader for close to 25 years. She's a strong believer in diversity in the workplace and tries to foster inclusive teams. In this conversation, Co-hosts Mark Emond and Elle Woulfe talk with Delia about her involvement in advancing the leadership opportunities through the Latinx Executive Alliance, how GE shaped her leadership style, and how to lead GenZ team members, and her love of both the Gulf Coast and her native San Juan. This is an episode you won't want to miss!

Key Takeaways:

[1:13] Mark welcomes Delia Garced to Marketing Unplugged. Delia has a career path of over more than 25 years, from GE to Waters.

[2:55] Delia's first part of her career was linear in sales up to a management role.

[3:44] Delia has a lot of curiosity. She tells about moving from sales into marketing and more.

[5:17] Delia's last role at GE was very focused on enabling and driving change in the organization. It was time to become more digital.

[5:52] Delia also worked in the accelerating leadership program in marketing and sales to build the next generation of executives, who became the early adopters of marketing automation.

[6:37] Delia shares her experiences at GE during the Jack Welch and Jeff Immelt eras. She has observations about both leaders.

[9:47] Jack Welch would look to exit a market where GE wasn't No. 1 or No. 2. Delia says, "We have to be the best that we can be in what we're doing," and ties that back to Jack Welch.

[11:40] Delia tells of her involvement with the Latinx Executive Alliance. She is an advisor to the board. She wants to see Latinx representation at the table where decisions are being made.

[14:25] Delia was also Co-chair of GE's Hispanic Forum with about 200 volunteers in the group. Leadership showed them that diversity really matters.

[15:53] Delia advises joining an Employee Resource Group for the opportunity to network with people from various business units, get training, and have more exposure within the company.

[18:15] Elle is the executive sponsor of an ERG at the company where she works. She finds that attaching herself to a community spread across the company was very helpful.

[19:18] Elle asks about creativity. Marketing has evolved so that you need to bring creativity with data. You have to be creative to engage with your customers while doing what drives results.

[21:05] Do new marketers have gaps in their skill set? Delia would love for them to participate in summer internships and see what the jobs are about. What they learned in class is not enough.

[22:48] Do something differently. Delia cites an IHOP campaign when they "changed their name" to the International House of Burgers. It made people stop and think. Try to do that for people.

[24:10] Delia talks of change management and driving transformation. Delia tells how Waters learned to engage with customers differently than before. It required doing things differently.

[26:27] Mark notes that people are the hardest part of change management.

[26:53] What is Delia's leadership style? She wants people to understand the options that they have to make decisions and do their job. She defines the principle by which she hires people.

[29:20] Mark and Delia discuss the differences between leading GenX, Millennials, and GenZ. GenZ is purpose-driven. For them to succeed, they need to feel a connection to the outcome.

[32:13] What is your hallway reputation? Delia describes how she works with it.

[36:09] How does Delia balance her work and life and likewise encourage the people she works with? She disconnects on the weekends and exercises. She sets an example for her people.

[39:12] Elle rarely checks her email but is on Slack all day long to be super responsive but disconnects from it when she is with people.

[39:59] Where would Delia visit in the U.S.? Montana, for the expansiveness!

[40:00] Delia tells of her favorite place where she has lived. Florida means family! Going out in the open air and being in the sun, helps Delia refresh and recharge.

[42:10] Snow or sun? Sun! Elle and Mark agree, too.

[42:52] East Coast or West Coast? Delia takes this down to Florida. She loves the Gulf Coast for the slower pace of living over Florida's East Coast. For all of the U.S., the West Coast.

[43:28] Go to the gym, or exercise at home? Classes at the gym! She gets competitive.

[43:49] Book or movie? Movie! Last seen, The Lost City with Sandra Bullock and The Batman!

[44:29] Coffee of tea? Diet Coke!

[44:46] San Juan or Sarasota? San Juan! Her culture is calling her!

[45:22] Who are three people, past or present, you would love to have dinner with? Her parents, from the past. Her international teams, from the present. There's nothing like sitting face-to-face just for the enjoyment of each other.

[47:37] Elle and Mark thank Delia for the great conversation!

Mentioned in This Episode:

Delia Garced on LinkedIn

GE

Latinx Executive Alliance

Jack Welch

Jeff Immelt

Six Sigma at GE

Hispanic Forum at GE

Eloqua

IHOP

Slack

Erin Blaskie is a fractional CMO, a mom, a mental health advocate, an entrepreneur, a TEDx speaker, a travel blogger, and more. In 2004, when she was just 21, Erin started a marketing consultancy business. Since then, she has worked with the leading brands, improving their digital presence and branding. She's passionate about helping her community and she's a firm believer that something amazing can be created from nothing. Host, Mark Emond, and Erin talk about their humble upbringings that helped create the drive, hunger, and grit that they both have, why employee amplification is the most important aspect of a corporate social media program, how to do story-telling well, raising kids who are not entitled, and the three diverse guests at Erin's fictional dinner table.

Key Takeaways:

[1:30] Mark welcomes Erin Blaskie to Marketing Unplugged. Erin's multi-passionate! She tries recently not to monetize every hobby! She's focusing on her bringing her business to a niche.

[3:19] Erin's schedule is structured around her children's day. Erin works with clients on software product launches, branding, communication, and in her Fractional CMO roles.

[5:28] If Erin has more work to do, she finishes it before 5:00; the rest of the day is for family.

[5:46] Erin is going through a brand exercise about niching down in terms of her offers and maybe the clients she works with.

[6:16] Erin describes the variety of work she may do in two hours. It's chaotic and she likes it!

[7:08] When Erin was young, if she wanted cool clothes, she had to figure out how to buy them. That inspired her entrepreneurial nature. She became very creative and resourceful.

[9:41] Erin continued with bake sales, lemonade stands and selling roses to romantics at a bar, all from the necessity of providing money for her wants.

[10:25] Mark's family's financial struggles bred a hunger and grit in him. He and his wife are financially secure; how do they create that hunger and desire to strive in their children?

[11:44] Erin's children want for nothing, but she doesn't buy them everything they ask for, and she sets clear boundaries for them. She sets an example of working openly in front of them.

[13:34] Mark taught his daughter the most important word that parents can say to their child. She still doesn't love the word!

[14:14] Erin teaches children to prioritize self-awareness, emotional intelligence, and mental health; how to talk about those things, get in touch with feelings, and realize their impact on others.

[15:09] Erin teaches her daughter to set boundaries for herself.

[16:26] According to the Small Business Trends Alliance, in 2020, only 27% of small businesses were owned by women. Erin is happy about her privilege of being able to pick her clients. [18:39] Erin went back into the tech corporate workforce and it opened her eyes to the opportunity disparities between men and women, especially women with children.

[20:38] Erin is encouraged by the growing rate of female CEOs coming into tech startups.

[21:55] Are organizations authentically implementing Diversity, Equity, and Inclusion? It doesn't work to say "We can't find anyone diverse!" Network more! Reach our farther!

[25:55] How can organizations do better at connecting with customers and engaging hearts and minds? Marketing is talking to people about problems and solutions. People relate to stories.

[27:50] Companies go wrong by not spending the time to understand deeply the customer and the customer's problem. You have to understand the customer before selling your features.

[29:03] Ditch the idea that the business is metrics alone. It's people talking to people. Make them feel seen and heard and that their problems are being solved. Also, inspire and educate.

[30:13] A lot of startups are started by product people. They need to focus on the market and the people. Erin helps founders get closer to the market by having them talk to the customers.

[32:39] Erin works a lot with startup accelerators and the startup founders are more focused on the technical side than on marketing. Often they resist her expertise until they see they need it!

[33:36] Erin gives suggestions for corporate social media. Focus on the voices in your company. People follow people! The C-Suite and others can champion the product on social media.

[36:05] When you share content, it is useless to just leave it there without interacting with commenters. Engage! The secret sauce is getting the C-Suite invested in social media.

[37:35] You've got to understand your culture and what your people will champion on social. Break down corporate walls and be very human.

[38:06] Mark and Erin discuss individual anxiety, depression, overwhelm, and mental health. Erin has worked hard to prioritize self-care in the last few years and cut her work hours.

[41:13] What changed for Erin was to get very clear on what was important. It wasn't accomplishments and accolades. She wants her work to enable the life she wants to have.

[42:40] If Erin starts to feel anxious, stressed, or burnt out, she immediately cuts back. There's only one of her. She also credits therapy for helping her.

[44:53] Erin defines her success. For Erin, it's not expensive cars or mansions, it's work she loves, family time, and getting out and hiking. Don't try to keep up with the Joneses.

[45:35] Erin discusses her travel blog, Fearless Travels. The pandemic has been hard on travelers! Travel pulls Erin out of her routine! She goes off-grid and doesn't bring her laptop.

[47:01] Ireland is a place on Erin's travel bucket list, but if she could go anywhere right now, it would be Zion. She recommends the Angels Landing hike.

[48:03] Legos or video games? Erin has a Lego photography Instagram page, but for now, she picks video games: World of Warcraft on PlayStation or gaming PC.

[48:59] Winter or Summer? Summer, but really Fall! Summer is really hot for hiking.

[49:20] Speaking or Writing? Speaking, because Erin really likes the connection to the audience.

[40:30] Running or yoga? Yoga. Erin has a story about that! She has run a 10K once.

[50:21] Avocados or chocolate? Avocados!

[51:00] Blogs or vlogs? Vlogs. Erin likes what you can convey in a video,

[51:32] The three people Erin would invite to dinner. Her family! Or, Elon Musk (about Twitter), rock climber Alex Honnold (about El Capitan), and Erin's grandfather, (an OG entrepreneur.)

Mentioned in This Episode:

Erin Blaskie, Fractional CMO

Erin Blaskie on LinkedIn

Fearless Travels Zion National Park

Jefferson Darrell is the Founder and CEO of Breakfast Culture, a firm that helps organizations embrace inclusion and diversity and helps them overcome any challenges they might face in the process. Although Jefferson began his career as an engineer, he found his love and passion in marketing communications and public relations. In this episode, Jefferson shares his background and how he came to be a voice and advocate in the diversity inclusion space. He breaks down what's still needed from companies today, and how we can be an ally to others. Key Takeaways: [1:50] How did Jefferson get involved in change culture and the work that he's doing today? [6:15] Jefferson didn't realize marketing was a career until he explored his love for writing in the workplace. [10:10] Jefferson shares how he first began his career in diversity and inclusion. [12:05] When you come up with a problem, you need to come up with a solution. Recognizing this, Jefferson went back to school to learn more about HR logistics.

[15:55] Why did Jefferson create his company, Breakfast Culture?

[18:50] When you break bread with different cultures, you find commonalities.

[20:50] Jefferson shares what Breakfast Culture's brand promise is and how they help organizations better their culture to be inclusive for everyone.

[26:00] Actions speak louder than words. People notice when you're making an effort vs. trying to hit a quota.

[30:25] When D&I is included in marketing strategy, revenue goes up. But why is that? Jefferson breaks this down.

[35:00] No matter where you come from, we do come with certain privileges that we need to be aware of.

[39:50] What works when it comes to D&I? And what doesn't work?

[44:00] It's not always what you do, it's how you do it. Jefferson provides an example of what this looks like.

[50:45] Looking back, Jefferson wishes he could talk to his dad, who has now passed, and ask him some key questions and get some perspectives from him.

Mentioned in This Episode:

Breakfastculture.ca

Jefferson on LinkedIn

Lisa S. Jones is the Founder & CEO of EyeMail Inc. and for more than 17 years, she has continued to be a catalyst for digital disruption and prolific innovator with multiple, patent-pending technologies in the email and texting platforms. She is a board member of the Technology Association of Georgia Diversity and Inclusion and volunteers at the local chapter of the Women in Technology Association. In today's episode, they talk about where she draws her inspiration from and what keeps her going. She also shares her insights on the power of email and the power of women in leadership.

Key Takeaways:

[2:30] Lisa talks about how she started her career and the moment that redefined her journey.

[4:50] She shares the story of how EyeMail was born.

[6:40] Lisa shares why her story is fundamental in celebrating human connection.

[9:30] Building the brand requires focus and determination. Lisa shares how other people questioned her brand while she was building it.

[10:10] Where does Lisa's entrepreneurial spirit come from?

[13:00] Lisa talks about working for NASA and how it enlightened her.

[14:55] How can videos enhance better results in emails?

[17:30] Lisa talks about how EyeMail can be adopted in both B2C and B2B marketing.

[18:30] What makes an email stand out to Lisa?

[21:30] Marketers are constantly competing for the customers' attention. It's a marketer's duty to get creative and captivate their attention.

[22:50] How do you become more inclusive when using email as a marketing channel?

[25:45] Why do marketers need to get into the video space?

[27:50] Lisa also talks about one of the challenges that marketers have had in the past with video and email and how EyeMail has solved that.

[29:50] What does Lisa predict to be a big trend in marketing?

[31:10] Lisa also talks about video and text messaging becoming a trend.

[32:40] Lisa's EyeMail team is incredibly diverse. She explains why that is important for her.

[35:30] What are some leadership practices that can create a positive work environment?

[40:00] Everything might not be perfect but personalization counts. Lisa explains why.

[41:20] Being a black female executive, Lisa shares what her journey was like and how that has evolved.

[45:00] Lisa answers This or That questions. Learning or teaching, find out what she answered!

[48:55] Who are the three people (past or present) Lisa would have dinner with?

[53:45] Lisa would love to have dinner with Sylvester Stallone. She explains why.

Mentioned in This Episode:

Eyemailinc.com

Lisa on LinkedIn

Eyemailinc on Twitter

Lisa on Instagram

Kathi Kaplan is the SVP of Demand Generation of UiPath, a leading automation company. With 30-plus years of experience in the industry and as a leader that can quickly make decisions, she shares her insights about creating a vision and how to motivate people to execute on that vision. She also shares her thoughts on how to modify business travel and host hybrid events in times of the pandemic.

Key Takeaways:

[1:40] Kathi talks about her guiding principles to recruit, retain, and build collaborative, high-performing teams.

[3:05] What is Kathi's key to recruiting and interviewing?

[4:52] Kathi shares how she assesses risks and makes decisions. Sometimes you just need to be fearless.

[7:00] With the pandemic, Kathi talks about how marketers can optimize both hybrid and digital events.

[12:25] Kathi shares her experience starting her career with Apple and NeXT, working with Steve Jobs, and the different company cultures she was able to engage in.

[15:45] Vision and culture need to start at the top. Each company varies in this based on who is leading.

[16:35] Executing programs on diversity and inclusion, what were Kathi's learnings, and how does she use these in her role today?

[20:25] Kathi is passionate about teaching and motivating people. But what is it that motivates her?

[22:20] Kathi talks about the importance of mentoring, the sense of giving back, and how companies are now adapting programs around that.

[25:50] Learn more about Kathi as she answers This and That questions!

[37:30] Kathi shares three people she would love to have dinner with and why Stephen Curry is on that list.

Mentioned in This Episode:

UipPath.com

Kathi on Twitter

Michele Grieshaber is a CMO Advisor to various groups as an independent business and marketing consultant. She has an impressive background working with IBM in executive marketing roles for almost 20 years and later on transitioning to smaller organizations where she held the CMO role for companies like Silicon Labs. In this episode, Michele talks about how to create culture and community in an organization, as well as the harmony between customer-centricity and being product-led.

Key Takeaways:

[3:45] Getting into consulting, Michele shares how she learned to manage her time and set her boundaries so she would not overcommit herself.

[7:50] How does Michele determine the time to dedicate across the diversity of interests and commitments she has?

[9:25] Michele also shares her journey from having a Ph.D. in Mechanical Engineering to becoming a CMO.

[11:45] Working with huge organizations, Michele shares that company culture determines whether a company can thrive just as much as the service or technology that it offers.

[13:55] There are two things that companies have that create the best cultures. Michele shares her own experience with these.

[15:00] A sense of community is all about trust and shared purpose.

[16:25] What made Michele shift from being a consultant to in-house?

[19:50] Michele shares some of her experiences being a consultant and the different strategies she advised the companies she has worked with.

[23:20] With an organizational culture issue, do you change your strategy to match the people or do you change the people to match your strategy?

[25:40] Being a guest lecturer at the McCombs School of Business at the University of Texas, Michele shares what schools are now doing to prepare students for a career in B2B marketing.

[27:25] Besides understanding how to set up and analyze campaigns, students need to also understand more about the technology that is being used today.

[29:30] Can these types of skills be taught or will they only learn along the way? Michele shares her insights on this.

[30:55] Michele also shares her experience with IBM traveling to Vietnam, as part of their corporate service corps. What did she learn through this experience?

[33:15] Everyone has a different set of skills and tools but that diversity also brings a different level of excellence when your team comes together.

[34:55] How can smaller organizations also apply corporate social responsibility and create an impact? Michele shares an example with one of the companies she worked with in Texas.

[39:15] How do marketers take a stand in the brands they represent?

[42:00] Michele shares her insights on the following topics: artificial intelligence in marketing, talent mobility, and product-led.

[49:15] Being a science geek, Michele recommends reading The Age of Wonder, by Richard Holmes and Where Good Ideas Come From, by Steven Johnson and shares why she finds them fascinating.

[51:40] Michele also talks about green building, sharing her experience in renovating their house in Austin, making it more sustainable.

[55:20] Michele and "This or That" with her range of interests and diversity, which would she pick one over the other?

Mentioned in This Episode:

The Age of Wonder: The Romantic Generation and the Discovery of the Beauty and Terror of Science, by Richard Holmes

Where Good Ideas Come From: The Natural History of Innovation, by Steven Johnson

Michele on LinkedIn

Joe Chernov is the Chief Marketing Officer at Pendo. He has been at the forefront of B2B marketing, creating impactful campaigns and strategies for various companies over his 20-plus-year career. Before Pendo, he was the CMO of two Boston startups, Robin and InsightSquared, which was named the most awarded sales intelligence company in tech. He takes huge risks and reaps huge rewards. What are his keys to marketing success? Listen to this week's episode to find out more.

Key Takeaways:

[1:35] Joe shares his journey from his double major to becoming a marketing executive.

[3:50] He almost joined Eloqua but he was ghosted and they hired someone else. So when they called him back a year later, what did he do?

[5:35] What is the key to building a peer community in tech that evolves so quickly?

[8:20] Joe shares Pendo's struggle in seeing brands as a demand generator and how they shifted that into brand surveys.

[10:30] It takes practice to input data into your planning and decision-making. The lines aren't always clear.

[13:15] Churn is death. Joe shares a story of how he and his team turn a churn into a million dollars.

[15:55] A good customer marketing program gets closer to a customer at the right time, not when they are about to go to a competitor.

[17:30] Choosing a cause that is meaningful to that organization is becoming an expectation in today's working generation.

[19:35] Joe explains his analogies, The Dragon Slayer and the Patron Saint, two ways on how to build a brand. Which one is better?

[28:40] Technical marketing vs. content marketing. Joe shares what got him into writing and how it is important to marketing.

[34:10] Joe talks about his live event, Pendomonium 2021, and how important that was to create his community at Pendo.

[37:35] Joe also answers "This or That" questions.

[41:30] To close, Joe shares his thoughts on the biggest growth areas in marketing for the next five years.

Mentioned in This Episode:

Pendo.io

Joe in LinkedIn

David Gaudet is the author of The Daily Undoing and has spent the last 20 years as a post-secondary educator and teaches all things brand and marketing to his students. In this episode, David shares what marketers need to have in order to succeed in this industry, what companies are actively looking for in their marketers, how David teaches these critical skill sets in his classes, and so much more!

Key Takeaways:

[1:25] What is wrong with marketing today?

[3:00] What is marketing, really? The public and professionals see it through two different lenses.

[6:00] What skills are companies looking for in a marketer?

[12:00] Where does creativity come from? It starts with being curious and open to surprises.

[14:20] Unfortunately, companies don't invest heavily in the pursuit of curiosity because it can be a waste of time. It's hard to measure.

[15:20] Do adults live too much of a structured life? Is that why we are unable to really tap into our creativity?

[20:35] What skill sets would be beneficial for marketers to know outside of marketing?

[23:00] Marketers need to get out of the office and really talk to their customers. Get inside their head.

[27:15] There is no excuse not to get out of your bubble. The internet is a great place to socialize and source new ideas from. There are people everywhere you can connect with!

[35:20] David does a fun '"this or that" segment with your co-hosts.

[44:35] What does "competency" really mean? David has eight pillars.

[50:55] David shares where the future of marketing is headed, and where there's room for growth.

[55:00] A little bit about Voicefound and the important work they're doing for sex-trafficked victims.

Mentioned in This Episode:

David on Twitter

David on LinkedIn

The Daily Undoing: Being Better at Being Human, by David Gaudet

Flow: The Psychology of Optimal Experience, by Mihaly Csikszentmihalyi

Voicefound.ca

Email Cynthia at: Cynthia@Voicefound.ca

Elle Woulfe is the Vice President of Growth Marketing at Invision and Advisory Board Member for Demand Spring. She is going to be Demand Spring's newest co-host with Mark! Here's a quick introduction to who Elle is, her background, and why she is so passionate about marketing.

Key Takeaways:

[2:05] Demand Spring has a new co-host! Meet Elle Woulfe!

[5:35] How did Elle discover marketing?

[11:00] Salespeople have a really hard job. Elle has a lot of empathy for people who can get rejected day after day.

[12:35] What types of challenges does Elle see in her position?

[16:10] Consumers are getting beaten up regularly by marketing messages.

[17:35] What advice does Elle have for young marketers?

[21:35] Take every opportunity you can to learn as much as you can.

[25:00] Early-stage startups are an excellent training ground to learn multiple skills at once.

[28:35] Mark introduces an important message with Cynthia Bland of VoiceFound.

[31:00] What does Elle like to do for fun?

[37:45] The pandemic has made it a necessity to shop for food online. Because of this, Elle has gotten used to buying five of every item she gets.

[42:00] Elle loves Wes Anderson's work and would love to meet the man one day.

Mentioned in This Episode:

Support and get involved: Voicefound.ca & Email Cynthia at: Cynthia@Voicefound.ca

Invisionapp.com

Elle on Demand Spring