Marketing Unplugged

Dave Laverty has more than 30 years of marketing executive experience in hi-tech, which includes roles such as the CMO for IBM as well as Cognos. In this episode, Dave answers the age-old question of how to better align and marketing, and skills that CMOs, and really all marketers, need to know now more than ever.

Key Takeaways:

[2:55] What has stayed a constant in B2B marketing throughout the years?

[4:10] Data gives us an individual look at our buyers and to customize relevant services for them.

[6:00] Customized data is only going to get better with the introduction of AI and machine learning.

[7:25] What skills do CMOs need today, more than ever?

[12:40] What are some of the barriers to becoming a data-driven organization?

[15:45] One thing that IBM does well is its brand perception and the value that they have in the market.

[16:50] Brand and culture need to be one and it is the heart of what makes good companies great.

[18:55] Dave notices that a lot of companies really struggle with alignment in their organization.

[25:25] What smart questions should marketing departments be asking from their team/company?

[30:25] How do teams bridge the gap between marketing and sales?

[36:15] What advice does Dave have for new marketing leaders?

[41:15] Put company strategy and your execution plan on a single page.

[44:45] Get to know your buyer; when they go to bed at night, what's on their mind? And how does your brand relate to their problems?

[49:50] How did Dave go from C-suite executive to a board advisor?

[54:10] Strive to surround yourself with smart people.

[55:00] Be honest with your staff. If they're doing a great job, let them know.

Mentioned in This Episode:

Demandspring.com

Dave Laverty

Dave on LinkedIn

Christine Washburn has been recently appointed Chief Marketing Officer for Berkshire Grey, an AI robotic fulfillment company in the retail distribution and logistics industry. Christine joined the company shortly after the pandemic and has been working in her new leadership role 100% remotely. In this episode, Christine talks about her career in politics, how to break through the AI buzzword and stand out, and how she solves work problems in her dreams.

Key Takeaways:

[2:40] How has Christine been able to foster connection and build her leadership profile while starting her new job remotely?

[4:55] Berkshire Grey is a company that you had to be in the office to get good work done because of the industry. How has the company adapted since the pandemic?

[9:20] Christine admits she doesn't understand a lot of things, but by taking a complex topic and being able to simplify it and explain it to herself, she knows she can explain it to anyone after that and that's key when leading in this field.

[11:10] What have been some of the challenges Christine has faced as the recent CMO?

[15:45] In a startup, there isn't always a process yet and you have to be comfortable with change.

[17:35] How has the retail/logistics industry been managing voluntarily during this time?

[19:50] Christine sees a shakeup happening. Christine is fairly certain we're going to see some new players who were able to pivot successfully because of this pandemic.

[20:25] Where is the future of retail headed three to five years from now?

[22:35] How does Christine break through the AI noise and make sure the work she is doing is meaningful and moves the needle?

[25:15] Christine loves to bring in different perspectives from different parts of the company into marketing to better elevate her department.

[27:00] To be successful in this field, you have to have the freedom to try things and be okay with failure.

[28:10] What are Christine's thoughts on women in tech and how this industry has been getting better/worse?

[32:40] Remember back when you could check luggage filled with food inside? Well, what happens when the luggage gets lost? Christine shares a story.

[35:30] Christine shares a little bit about being an empty nester and the different emotions she was feeling at the time.

[37:15] When you think of others and give back, there is a lot of growth and positivity you can take from that, even during times of crisis.

[40:00] What kind of legacy would Christine like to leave behind?

Mentioned in This Episode:

Demandspring.com

Berkshiregrey.com

Christine on LinkedIn

"The Case of the Mysterious Missing Veal Cutlets"

Gregor Jeffrey is a former International Defense Expert and a Communication Thought Leader. He jokes that he's probably the only communication expert that has been fired due to poor communication skills! After getting consistent feedback throughout his career that he was a poor communicator, Gregor dedicated himself to learning what it takes to present ideas effectively and to have others trust you more efficiently. It was through this journey that Gregor discovered that we each have four different and distinct thinking preferences. He dives into what this all means on this week's show!

Resources:

Access Gregor's Online Course – The Science of Communication with our 15% off discount code DEMANDSPRING.

Key Takeaways:

[2:15] Why is communication so essential?

[4:05] When you're a bad communicator, no matter how diligent or efficient you might be, people will perceive you as a sloppy worker.

[6:25] Gregor understands the struggle because he was that person not too long ago. He's probably the only communication expert out there who had been fired from jobs due to poor communication.

[10:25] Each person has a thinking preference and these preferences tend to affect the way we communicate. Another problem is that it's not always so obvious or apparent which of these thinking preferences people prefer.

[13:30] Most leaders are only working at a 75% effectiveness when it comes to just working with their default communication style.

[17:10] How do you create communication based on the different preferences out there?

[24:05] To make things easy, Gregor often pictures he's talking to four different types of people. The analytical thinker, the structural thinker, the conceptual thinker, and the social thinker.

[26:40] We tend to be attracted to work that reflects our neurological preference.

[28:55] How can managers or leaders best use this knowledge and leverage in their current team structure right now?

[30:25] Leaders don't assume that your team is distracted and not paying attention to you.

[33:05] People work very hard when they are given the freedom to work.

[34:55] We often talk too much. We give too much information. You can actually simplify your message down to a sentence and it'll be just as effective.

[35:55] How can we adapt our communication style during the pandemic?

[38:55] When change management is stalled, it can always be traced back to poor communication. You need to go back to the drawing board and see if your communication style talked to all four thinking preferences.

[42:30] Is it true that Apple/Steve Jobs was able to target all four of these different types of thinkers in their marketing?

[46:10] How do these different communication styles apply when you're talking with different cultures or people who speak English as a second language?

[51:50] How can we use this knowledge when trying to communicate with our children?

[56:50] What kind of legacy would Gregor like to leave behind?

Mentioned in This Episode:

Demandspring.com

Gregorjeffrey.com

Jeffreystrategic.com

Gregor on LinkedIn

Elle Woulfe is the Vice President of Growth Marketing at InVision and was named one of the most fascinating people in B2B Marketing in 2019. She is a veteran revenue-focused marketer with over 20 years of experience in digital marketing, demand generation, brand management and go-to-market strategies. Elle shares her story, how she discovered her path to marketing, and what it's like herding and raising chickens during the pandemic.

Key Takeaways:

[2:35] What has kept Elle engaged during the pandemic?

[6:15] Although there will be a bit of disruption, we and businesses are much more resilient than we realize.

[8:55] Elle really enjoyed spending extra time with her children during this pandemic.

[12:30] Why does Elle feel like her degree is irrelevant?

[16:25] Elle was in sales for two years and, wow, was it hard!

[22:50] Elle got laid off in January of 2009 and it was a terrifying job market to be faced with.

[27:35] Elle shares her experiences at Eloqua and why it was an amazing place to work.

[35:15] Why is Elle so attracted to working for high-growth companies?

[37:15] What's it like working with Brian Kardon, the CMO of InVision?

[43:25] Elle shares her management style and why it's important to just get out of people's way.

[47:15] How does Elle manage a remote culture?

[54:40] What has parenthood taught Elle about leadership?

[57:15] Does Elle have a desire to become an entrepreneur?

Mentioned in This Episode:

Demandspring.com

Invisionapp.com

Elle on LinkedIn

Marketing Unplugged Producer, Maddy Pigott, joins this episode as a guest host. She interviews co-hosts Mark and Karen to get their take on the insights and hot topics discussed among guests from this season of Marketing Unplugged. They chat about the buyer experience, what the future of marketing will look like, upcoming trends that are here to stay, as well as some of the personal experiences they've had throughout their career journeys.

Key Takeaways:

[1:15] Welcome to the final episode of this season's Marketing Unplugged! Producer Maddy joins the spotlight to discuss season topics and highlights.

[1:55] Customer experience was a huge topic this year.

[2:25] Why has customer experience become so popular in recent years?

[7:25] As things become more competitive, brands have to figure out how to stand out from the crowd in their category.

[8:15] What can marketers do today to better solve the knowledge and analytics gaps they face in their jobs?

[9:30] Marketers have to act quicker than ever before and data analysis sometimes gets thrown out the window.

[11:05] Marketers have to be conscious about getting out in front of the client and really understanding what their audience wants.

[14:15] One big takeaway is: You don't need to be so serious in your marketing message to be taken seriously!

[17:50] How do Karen and Mark find inspiration in what they do?

[22:30] What weaknesses or challenges have Karen and Mark had to face?

[26:45] Mark is curious to know what challenges Maddy has experienced so far?

[31:05] Marketing Unplugged's guests have shown that your career and path are not linear. So many of our guests started in completely opposite and different fields before finding themselves in marketing.

[34:05] What advice do Karen and Mark have for marketers during this pandemic?

[40:55] What are Maddy's thoughts about this podcast as a producer?

[43:05] Maddy shares advice to B2B peers looking to enter the podcasting world.

[45:45] What would Karen, Mark, and Maddy like their legacy to be?

Mentioned in This Episode:

Demandspring.com

Neal Schaffer is a recognized leader in helping businesses maximize their social presence. As a global keynote speaker, university educator, social media agency owner, author, and social media strategy consultant, Neal helps organizations through their digital transformation. Neal is the author of four social media books, including his latest book, The Age of Influence: The Power of Influencers to Elevate Your Brand. In this podcast episode, Neal shares his story on how he learned Chinese, making friends with internet strangers, and what social media has done to elevate his network and reputation.

Key Takeaways:

[1:55] How did Neal get into social media?

[6:55] Social media has come a long way since 2008, but Neal's core message is to educate. We're now on our second decade of social media marketing.

[11:25] Social media should be owned by the brand and not something that the brand outsources.

[12:40] How does Neal balance social media for professional and personal use?

[14:35] Where does Neal see social media going 10 years from now?

[17:35] Neal discusses some of the downsides to social media.

[21:25] How does someone claim they are a thought leader?

[22:55] Neal has been able to make friends with internet strangers because of his social media presence and activity.

[27:45] Connecting face-to-face is still a critical component. [31:15] When and why did Neal decide to learn Chinese?

[34:25] When Neal lived in China and attended a political demonstration, people would ask him what democracy meant and what it was like to live in the U.S.

[36:05] People don't forget. When you help them out in a time of need, they will remember that.

[37:55] Neal had to learn how to sell in different cultures. Neal shares how that's prepared him for success.

[44:45] Is social media vital for every type of brand? [52:00] What does Neal want his legacy to be?

Mentioned in This Episode:

Demandspring.com

Nealschaffer.com

Socialmediaexaminer.com

The Age of Influence: The Power of Influencers to Elevate Your Brand, by Neal Schaffer

Sean Reid is the Founder and President of Arrowhead Coaching and Facilitation Solutions. Throughout his life, Sean has helped leaders succeed and lead. He tries to remind people that having a bit of compassion and authenticity will take you a long way as a leader. He also shares how his faith and work in the Church have made him a more compassionate person. He discusses struggles in times of crisis and how he tries to frame the situation so he can ask better questions that connect with his clients in a human way.

Key Takeaways:

[3:30] How did Sean find his path into executive coaching?

[5:40] We have a better world when we have better leaders.

[6:55] Good leaders are authentic and don't pretend to know all the answers.

[8:15] The time Sean wrote a speech for Queen Elizabeth the Second.

[11:45] What's the best way to structure and create thought leadership content?

[17:25] The new thing that you have to offer is you! Your perspective is unique.

[24:35] We try not to do things by accident in marketing.

[25:45] We think confident and clear thinking are soft skills, but they're critical when having to lead in a crisis.

[31:20] Sean shares a story about how to communicate and lead your team during a crisis.

[36:45] We have a choice to respond to a situation. So, sometimes taking a step back and using a word to describe can help guide you in the right direction, especially in times of stress.

[41:15] 'How are you really doing?' really matters to people. Connection really matters to people.

[46:45] Sean connects with a minimum of three people a day intentionally. Someone you love, lead, and serve.

[48:05] How does Sean make time and space to create content?

[50:50] What inspired Sean to be a deacon in the Orthodox Church and what has faith taught Sean about leadership?

[56:35] What would happen if marketers put more love into the clients they're serving and had more compassion over their struggles? How would they market differently?

[59:00] What would Sean like his legacy to be?

Mentioned in This Episode:

Demandspring.com

Arrowheadcoaching.ca

Sean on LinkedIn

Carol Meyers recently left Rapid 7, where she served as CMO for nine years. Prior to this, she was the CMO for WorkHuman, LogMeIn, and Unica. Carol also served on the board of Advisors for WordStream, Brandeis University, MineralTree, and Emarsys. Carol discusses on this week's show why it's so important to be proactive in your career, the importance of diversity in the STEM community, and the most intimidating thing about bringing a company public, which she has done four times!

Key Takeaways:

[3:55] Carol really enjoys seeing the kind of impact she is making on an organization.

[4:20] When did Carol realize marketing was for her?

[7:25] Carol only had about two years of experience in marketing before she became a CMO. Did she suffer from imposter syndrome?

[11:00] How can sales teams better understand the role of marketing?

[13:45] Carol explains why being on a board is so important to her.

[16:55] Keep your network fresh as much as possible and say yes to coffee dates.

[19:40] More women in STEM fields is always a good thing. The more diverse the people, the better STEM will be.

[21:20] What are some of the challenges women have with joining STEM fields?

[22:15] Carol has experienced four IPOs in her career. What makes these challenging as well as fun?

[26:45] What has Carol been the proudest of so far?

[28:55] A coach at every stage of your career is really important!

[32:40] Are we in the golden age of marketing?

[37:05] What are some of the key roles a CMO needs to pay the most attention to?

[38:55] What will be the biggest change in B2B marketing five years from now?

[41:10] We still make a lot of manual decisions on where to send our marketing message and AI will be changing that in the future.

[44:00] ABM can be so much more than just very targeted marketing or account profiling.

[47:50] What advice would Carol give her 20-year-old self?

[50:00] Just because you haven't done it doesn't mean you won't be great.

[51:15] What fascinated Carol in the last year and how did she go about satisfying her curiosity?

Mentioned in This Episode:

Rapid7.com

Carol on LinkedIn

"The 5 Roles of the CMO"

Today we have three Demand Spring employees: Julie Zadow is the Senior Vice President and CMO in Residence, Bill Anderson is the Senior Marketing Technology Consultant, and Maddy Pigott is the Marketing Specialist and runs the marketing efforts at Demand Spring. Each guest brings unique perspectives on how they're managing work and life as they practice social distancing. They also share how they've been working with their Demand Spring clients to develop timely content that is both sensitive to the situation we're in right now while still being impactful.

Key Takeaways:

[2:50] Julie shares a bit of her expertise and background.

[4:15] Bill introduces himself and shares his responsibilities at Demand Spring.

[5:05] Next is Maddy and she shares her role at Demand Spring.

[6:35] How are Julie and Bill dealing with having their whole family under the same roof right now?

[11:25] How has COVID-19 affected Maddy's area in Toronto and what's life like for her right now?

[13:25] The dogs are winning in all of this right now as more pet owners are at home.

[14:05] How has Bill been able to adjust his work-day routine now that he is practicing social distancing?

[15:15] How has Julie been adapting?

[18:00] What adjustments has Maddy had to make in her life currently?

[18:35] What random acts of kindness have been happening in the local area?

[22:50] As Julie works with a lot of CMOs, what is she seeing right now with her clients and customers?

[27:30] Not every business can be top-of-mind in the middle of a pandemic.

[28:25] Bill works with a lot of technology and financial clients; how are they handling what is going on right now?

[32:25] Julie offers advice on how marketers can shift form event-based marketing to digital events and webinars.

[35:45] How should marketers adapt their message to what's happening right now? Maddy weighs in.

[39:00] Now is the time to send a deeply personalized email.

[40:00] What is the secret to marketing during a dramatic economic shift?

[45:35] Maddy's generation is scared about their job security.

[48:35] How has your host, Mark, been responding to the pandemic as the President of the organization?

[50:20] What do our guests today miss the most right now, what are they the most grateful for, and what advice can they give today's listeners?

Mentioned in This Episode:

Demandspring.com

Julie on LinkedIn

Bill on LinkedIn

Maddy on Demand Spring

Lindsay Cournoyer is the Vice President of Marketing at Axonify, a learning platform built to enhance the skillsets of frontline employees. Lindsay is passionate about creating an open and welcoming work environment. In this episode, she discusses why it's important to have more women in tech, . shares her thoughts on JOMO (Joy of Missing Out), and opens up about the winding road that led her to where she is today.

Key Takeaways:

[2:25] Lindsay started her working career in PR and shares her journey from then to today.

[7:00] Axonify has seen a lot of growth within the last five years. Lindsay believes it's due to great leadership from the CEO, Carol Leaman, who empowers her employees and puts a lot of trust in them.

[8:25] Lindsay feels energized when working at smaller organizations because you can see the direct impact your work has on the business.

[12:30] The golf course is the best place to get to know someone, but it can intimidate a lot of women who don't know how to play.

[14:25] What kind of leader does Lindsay see herself as?

[17:20] It can be very hard for women to leave their careers temporarily to go have a baby. Lindsay is grateful that her boss could understand the struggle of keeping the best of both worlds together.

[18:00] Where does Lindsay focus most of her time at Axonify?

[21:35] Lindsay loves fostering a collaborative and progressive environment for her team and working on long-term strategy.

[23:35] What does Lindsay's ideal lazy day look like?

[25:35] How do you know if a tech company is women-friendly?

[32:05] Lindsay has been passed over for promotion on the grounds that she was pregnant.

[33:15] One of Lindsay's biggest female role models is her mom.

[35:50] What does Axonify do and how does it help marketers?

[41:05] Millennials aren't the only ones with short attention spans.

[41:55] Lindsay explains the difference between FOMO and JOMO.

[46:35] How will marketing change over the next five years?

[48:20] Marketing is about creating an emotional connection with an individual.

[50:45] What kind of legacy would Lindsay like to leave behind?

Mentioned in This Episode:

Axonify.com

Lindsay on LinkedIn

Lindsay's article on Medium