The Data-Driven Marketer

Hey, everybody! Welcome back for another hang in The Data Basement. This week, we’re joined by Laura Jones. Laura is Chief Strategy Officer for BAV Group, VMLY&R’s brand analytics practice and the leading authority on data-driven branding. Her mission is to fuel creativity with data using the world’s largest and longest-running study on brands. She’s proud to have inspired many successful and award-winning creative campaigns across nearly every major industry category. Laura is also leading the transformation effort for BAV across WPP and partnering with Chief Product Officers and Chief Technology Officers to architect and connect data sources across the ecosystem.

Show Notes & Transcript: https://www.netwisedata.com/think-of-brands-as-living-organisms-ft-laura-jones/

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Noah Learner is the Vice President of Product for Two Octobers, a digital marketing services firm. He joined the digital marketing world after 20 years in cycling retail, where he built an SEO advantage for his employers using readily available tools and data. His specialty is building the tools and automations to make digital marketing more efficient and scalable. We’re talking data pipelines or data warehouses, Google Sheets Add-ons, PPC feed automations, world class Google Data Studio visualizations and reporting solutions, digital marketing process automation and more. And if you’re not impressed yet, he also speaks at conferences, webinars, meetups, and am a frequent guest on SEO + marketing podcasts. BONUS: Noah shares how he overcame the anxiety, panic attacks, and imposter syndrome he felt before speaking engagements.

Show Notes & Transcript: https://www.netwisedata.com/advance-your-marketing-career-as-a-builder-helper-ft-noah-learner/

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We welcomed Jen Friel to The Data Basement this week. Jen is the founder of Talk Nerdy To Me (.com), which includes a blog optioned by Warner Bros. and Jerry Bruckheimer. In August of 2015, Talk Nerdy To Me was purchased by CBS for a put pilot.

For the past decade, Jen has co-founded four apps (two of which she built herself) and held various positions in marketing, sales, design, and engineering. She’s recognized for her pre-influencer era social media tactics, which allowed her to accomplish things only A-list influencers can do today. She documented the adventures along the way, which included crashing the Grammy Awards, dancing on stage with Prince, going out on over 103 dates in 9 months (accidentally using the OkCupid algorithm), and flying cross country with Billy Gibbons of ZZ Top.

You have questions, don’t you?

Show Notes & Transcript: https://www.netwisedata.com/from-creative-quirk-to-content-superpower-ft-jen-friel/

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We welcome our first non-works for us repeat guest, Doug Kessler, back to The Data Basement. He’s the Co-Founder and Creative Director of Velocity Partners and specializes in B2B tech marketing. Doug is a prevalent speaker at marketing events and a prolific writer on all things marketing, content, tech, strategy and creativity. Doug is a copywriter at heart but with a secret jones for analytics. In this episode, Doug reveals his half-baked reasons why B2B marketing is experiencing the most significant shift ever—and what it means for marketers today. 

Show Notes & Transcript: https://www.netwisedata.com/the-great-shift-in-b2b-marketing-ft-doug-kessler/

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This week Chelsea Dishman and Kevin Haberstick, Enterprise Account Executives from Segment and Twilio, joined Adam and Mark in the Data Basement to chat about CDPs, engaging customers strategically, and cookies. Since Chelsea was originally from the Segment side of the acquisition by Twilio, the group talked about the trials and tribulations of smaller companies being acquired by a significantly larger one. Here are some highlights:

Show Notes & Transcript: https://www.netwisedata.com/engage-customers-strategically-using-a-cdp/

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This week, we have the one and only Brian Jones in The Data Basement with Adam and Mark to discuss the state of the basement, i.e., what’s happening around here with the three-way merger and acquisition of NetWise, Eyeota, and Dun & Bradstreet. Brian is an executive-level entrepreneur, engineer, and developer with experience in manufacturing and big data. However, if you remember him as the third host for this show—your memory is up to snuff. This time, Brian plays the guest role as the Senior Vice President of Audience Solutions Technology at Dun & Bradstreet. Oh, he’s also the Chief Technology Officer (CTO) of NetWise and Eyeota. So, he runs tech for everything—no big deal. Brian’s list of specialties and accomplishments is too long to list, but he’s what you get when mixing a data-driven marketer, developer, engineer, designer, and people leader. So, a jack of all trades and master of many more. In this episode, he shares his learnings from leading technology teams through rapid transformation and integration. 

Show Notes & Transcript: https://www.netwisedata.com/tech-leadership-during-a-global-merger-ft-brian-jones/

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Ashley Cummings, Data & Analytics Advisor with Dun & Bradstreet, joined Adam and Mark in the Data Basement to discuss evolutionary changes in sales prospecting with data. Ashely's journey includes significant time in B2B agency sales and iHeartRadio, where she learned to appreciate data-driven sales techniques. To this day, Ashley believes cold calling has a place in your sales strategy if it's connected to significant data sources—people won't despise your outreach if it's related to something they want or need at that time. She revealed her secrets when asked about her success at Dun & Bradstreet. Most importantly, be willing to try the tactics nobody else will. Be silly enough that people can't NOT engage. To succeed in today's crowded world where people receive calls and emails 24/7, sales professionals must stand out thoughtfully. Her examples of uniqueness and using personality to win over a prospect's attention are entertaining and easy to replicate. When asked about her best advice for marketers' working with sales, she emphasized the value of the total addressable market. Together, identify who wants to hear from you; focus your energy on communicating with those people first. Here are some highlights from the episode:https://www.netwisedata.com/compelling-sales-prospecting-with-data-ft-ashley-cummings/

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The one and only David Meerman Scott joined Adam and Mark in the Data Basement to share how his data-driven journey helped him experience success. David is an Entrepreneur, Advisor, Keynote Speaker, WSJ Bestselling Author, investor, and Grateful Dead fan. He’s built a career on doing marketing differently, especially after experiencing companies doing the same old thing. He stands firmly behind FREE content (no more gated "freebies") and wants younger marketers to do the same. Here are some highlights from their chat: https://www.netwisedata.com/digital-marketing-and-the-grateful-dead-ft-david-meerman-scott/

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Cory Munchbach is the President and Chief Operating Officer at BlueConic, a customer data platform that helps you increase access to data across the organization so you can transform customer relationships and unleash growth. Cory spent her career working on emerging technologies with Fortune 500 clients from various industries. Before joining BlueConic, she was an analyst at Forrester Research where she covered business and consumer technology trends and the fast-moving marketing-tech landscape. A sought-after speaker and industry voice, Cory’s work has been featured in Venture Beat, Wired, AdAge, and AdWeek, as well as spoken at conferences such as FutureM, MITX, and the Association of National Advertisers. A life-long Bostonian, Cory has a bachelor’s degree in political science from Boston College and spends a considerable amount of her non-work hours on various volunteer and philanthropic initiatives in the greater Boston community. The rest of that time is spent hanging out with family and friends, running around with her rescue dog, or reading.

Show Notes & Transcript: https://www.netwisedata.com/liberating-your-first-party-data-ft-cory-munchbach%ef%bf%bc/

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Alex Southworth, VP and Business Segment Manager for Digital Marketing at Dun & Bradstreet, joined Adam and Mark in the Data Basement to chat about marketing software and strategy. Alex is our first guest from the mothership (NetWise parent company).

Alex leads a digital marketing practice at DnB, so he also owns the business unit. He joined DnB through acquisition while at a company called Orb Intelligence. However, Alex is also a recovering consultant. He spent 20 years in B2B sales and marketing consulting before moving over to the data side. Enjoy his perspective on selling data for digital marketing solutions.