REAL MARKETERS

There are a lot of ways to get started in a career in marketing. Some individuals attend college and graduate with a degree in marketing. Some fall in love with marketing during an internship and make it their career. Then, there are others that find their way to marketing in an unique way. And that's exactly how this week's guest got into marketing. In this episode, we chat with Kate Bradley Chernis, marketer turned co-founder and CEO at LatelyAI. She started her career in radio and eventually had a show on Sirius XM with 20 million daily listeners. She channeled this experience into marketing where she worked with large brands such as Walmart before starting her own company. We're talking about the importance of finding common ground with others, the theater of the mind with audio, how she realized that she needed to be her own boss, how the spreadsheets she put together for a project with Walmart turned into a software company, and how she became an accidental CEO.

TikTok. It's apparently more than just teens making funny dance videos. In fact, TikTok has more than 2 billion downloads globally, 50 million daily active users in the U.S., and 100 million monthly active users in the U.S. It's become a channel used by hundreds of millions of people and one that can no longer be ignored by marketers. That's why we found a TikTok expert with more than 70,000 followers to come on the show and explain everything about TikTok including why you need to get on TikTok now no matter your age or company. In this episode, we chat with Lauren Pope, Content Marketing Manager at G2. She has more than five years of marketing experience and previously held roles at Chamberlain University, Truman Heartland Community Foundation, and Chicago Business Bureau.

Real Marketers is all about providing a voice for the marketers who ask forgiveness not permission, move fast, obsess about results, and have a ton of crazy ideas. Most of our episodes feature a guest on the show that fits this personality and we have a conversation with the guest to share his or her story. While we'll continue to have guests on the show, we also want to start incorporating the voice of our listeners more in the show. That's why we're introducing the concept of "Listener Episodes" where we'll occasionally pose a question and ask all of our listeners to submit voice or video recordings of their responses and we'll combine those responses into a future episode on the show. The question for our first Listener Episode is "What is the biggest thing you've ever failed at in your career, and how has it impacted you?" Please record your answers and submit the recordings to us via DM on Twitter or LinkedIn or you can email them to [email protected]. Also, we're excited to announce the upcoming launch of the REAL Marketers Community. Our goal is to build an entire community of REAL marketers where you can openly communicate with other marketers just like you. While the REAL Marketers won't officially launch until the end of October, we're giving early access to all of our podcast listeners. If you want early access to the community before anyone else, send us a DM on Twitter or LinkedIn or email us at [email protected].

Welcome to the first meeting of the First Borns Club. Okay, perhaps we're not creating an actual club, but maybe we should! One of the topics that came up in last week's episode and this week's episode was about the impact being a first born child has on your career. For some reason, first born children tend to be rule followers which is great when you're a child and get constantly praised for making good choices. However, rule-following can also become a hindrance when you're in the professional world and need to be able to advocate for yourself, take risks, and so much more. In this episode, we chat with Michael Hartmann who has more than 20 years of experience in various industries. Most recently, he was the Director of Marketing Technology and Demand Generation at Freeman, a leading events organization. He started his career in management consulting before transitioning to marketing. He's also held a variety of roles in marketing operations, marketing tech, and demand generation.

Generations of women have been raised to be "good girls" where they're taught to be polite, not speak too loud, don't argue with others, and the list goes on and on. While these behaviors are taught to women at a young age, they tend to impact their entire life both personally and professionally. In fact, many women struggle to break free of this "good girl" behavior and never end up being able to advocate for themselves or get their ideas heard. For us to really achieve equality in this world, that's got to stop. We need the current generation of women in the workforce now to shed their "good girl" behaviors and start speaking louder, advocating more for themselves, and ensuring their voice and opinions are heard. And, then we need to teach generations of girls how to do this so they don't fall victim to the same behaviors. In this episode, we chat with Michelle Miller, Marketing Manager at Warren Rupp. She has more than 10 years of marketing communications experience at Seaman Corporation, Madison Services Group, and Alliance Community Hospital.

What's your first go-to when you find yourself with free time in the evenings or on the weekend? Do you find yourself reaching for the remote to binge-watch the latest episode of your favorite show on Netflix? I know I've spent way too many hours watching Netflix than I would like to admit. And that's what we're competing with as marketers now...Netflix. It may sound crazy at first, but it's true. All of the content we create must be more compelling than Netflix, TikTok, Instagram, etc. to entice our target audience to actually pay attention to it. As marketers, we have to find ways to make our content standout if we want it to be consumed in today's world where consumers have unlimited access to various types of content. In this episode, we chat with JoAnn Martin, VP of Marketing at Searchspring. JoAnn has more than 10 years of marketing experience and previously held marketing roles at Hanzo, Provenir, Facile Studios, and more.

Focus on the customer. How many times have you heard that phrase uttered in your career? Probably a million. As marketers, we all know we're supposed to put the customer at the center of what we do, but are we really keeping up with what they want? How often do we actually take a step back and start thinking about how to market to them differently because their needs and the world have changed? If you're honest with yourself, it's probably not as often as you would like to believe. You may not even remember the last time you spoke to a customer. That's got to change starting right now. What consumers want has drastically changed and we need to think about marketing to them differently than we have in the past. In this episode, we chat with Mathew Sweezey, Director of Market Strategy at Salesforce, author, podcast host, multiple award-winning marketers, pioneer of the marketing automation space, and regarded as one of the top minds on the future of Marketing.

Every B2B marketer has been asked countless times to report back on how many marketing leads they've generated for the month or quarter. It's a legacy metric that senior executives seem to rely on to measure marketing effectiveness even though it's an extremely outdated metric that has no real value. Think about it...how many times have you actually purchased a product because you attended a webinar, downloaded an eBook, etc.? Chances are the answer is slim to none. Why? Because leads don't really matter anymore and generating leads shouldn't be the goal of marketing. In this episode, we chat with Alon Waks, current CMO consultant with more than 15 years of marketing leadership experience. Alon's led marketing for brands such as Bizzabo, Kustomer, 8x8, LivePerson, and more, and he's an expert in implementing effective ABM strategies in B2B organizations.

The best marketers know one speed: fast. And you can say the same thing about professional motorcycle racers too. So what happens when you combine the two? You have a kickass digital marketer who literally has her foot on the gas in all aspects of her life. In this episode, we chat with Carla Cruz, Senior Digital Marketing Manager at Trinchero Family Estates, the fourth-largest winery in the world. From being part of the team that created the 19 Crimes native mobile app to spearheading the launch of an app for Joel Gott that utilizes the latest mobile technology, Carla is on the leading edge of marketing for wine and CPG brands. During her three years at the winery, Carla has brought the more than 70-year-old brand into the digital age with a steadfast focus on the modern customer experience. Carla channels expertise from her time at Treasury Wine Estates, Jelly Belly Candy Company, and Cycle Gear to inspire her team to reach today's consumer throughout their constantly evolving customer journey.

Why are so many marketers so afraid of sharing what works and what doesn't? In this episode, we chat with James Winter, VP of Marketing at Brandfolder, who has a decade of marketing experience. His current company has been making big news lately after getting acquired by SmartSheet. James has also held previous marketing roles at AspireIQ, Dialpad, Nexmo, and Seagate Technology.