Pipeline Brew is the podcast that meets at the intersection of people and pipeline. Hosted by Matt Hummel, VP of Marketing at Pipeline360, each episode will feature fun, yet insightful conversations from marketing experts across various industries.
Site
RSS
Apple
Classements récents
Dernières positions dans les classements Apple Podcasts et Spotify.
Liens partagés entre épisodes et podcasts
Liens présents dans les descriptions d'épisodes et autres podcasts les utilisant également.
Brewing Success with Caroline Clark: Stand Apart from the Sea of Sameness
Épisode 32
mercredi 24 juin 2026 • Durée 35:28
As AI continues to infiltrate content programs across B2B marketing, standing out is becoming increasingly difficult as execution is now just one click away. So how can modern marketers use AI effectively while still creating marketing that feels original, relevant, and distinctly human?
On today’s episode of Pipeline Brew, Matt Hummel speaks with Caroline Clark, Managing Director at Radish Agency, to get her thoughts on how marketing teams can avoid falling into the “sea of sameness” as AI adoption reshapes the industry. Caroline shares why human judgement is becoming a true competitive advantage, how marketers can rethink creativity beyond logos and visuals, and why deeper customer understanding matters more than ever.
Additionally, Caroline introduces the concept of “The Missing Middle,” which is the growing concern that entry-level opportunities across industries are disappearing as organizations outsource roles to AI. Why does it matter? Because those early-career positions have traditionally served as critical training grounds for developing future leaders, strategists, and creative thinkers across the industry.
From customer-centric marketing and creative strategy to talent development and the future of agency leadership, this episode offers a thoughtful look at where B2B marketing is headed next.
—
Guest Bio
Caroline Clark leads Radish, a specialist Creative ABM agency helping ambitious B2B brands turn brand recognition into revenue.
With extensive experience leading global teams and driving growth across complex organisations, she brings together strategy, creativity and commercial thinking to deliver measurable impact. She is also a strong advocate for the future of B2B talent - actively exploring industry-wide initiatives to invest in and nurture emerging talent, strengthen talent clusters, and address the growing gap in mid-level expertise.
At Radish, this ambition sits alongside helping clients win earlier in the buying journey, build belief with the right audiences, and ultimately make standing out pay off.
—
Guest Quotes
“Everyone’s talking about personalization at scale, but I just call it generic personalization at scale. The reality is there’s nothing personalized about it anymore, and you’re losing that soul of what’s really going to turn someone’s head. What’s the emotional piece that makes someone genuinely interested, instead of feeling like they’ve received the same message twenty times already today?”
“Everything that AI produces is based on history. If you’re always thinking about the past, that’s certainly not innovative, and I think that’s where the barriers come in. Original thinking and fresh perspectives are still critical if businesses want to move forward and remain relevant.”
“In three to five years’ time, all of that talent that you would typically nurture from entry-level through to middle management…where’s it going to be? We all benefited from those early opportunities, and I think the industry needs to recognize that we have to invest in the next generation now before we wake up and realize there’s no future pipeline of leaders coming through.”
—
Time Stamps
00:00 Episode start
01:00 Ice Breaker
02:40 Caroline’s background and career journey
08:40 Why Caroline joined Radish Agency
13:00 The rise of AI-driven marketing sameness
15:00 Creativity beyond visuals and branding
16:15 The problem with personalization at scale
18:40 Why marketers need deeper customer insights
20:45 Why human judgment matters more than ever
21:30 AI and the risk of losing original thinking
22:55 Understanding “The Missing Middle”
24:20 Why entry-level marketing roles still matter
Brewing Success with Jon Buckthorp: Why Authenticity Beats Performative Thought Leadership
Épisode 31
jeudi 4 juin 2026 • Durée 45:06
What happens when enterprise buyers no longer trust the endless stream of content, campaigns, and “thought leadership” flooding their inboxes every day? And in a world overwhelmed by AI-generated noise, how can marketers actually build confidence instead of just visibility?
On this episode of Pipeline Brew, Matt Hummel is joined by Jon Buckthorp, Director of Growth & Ventures at Differentiated, a UK B2B marketing and sales agency, for a conversation on why belief is becoming the most important driver in modern decision making.
Drawing from Differentiated’s annual Art & Science research, Jon shares why buyers are increasingly skeptical of performative marketing, how “thought theater” is replacing meaningful thought leadership, and what brands must do differently to stand out.
From pipeline health and buyer psychology to AI transparency and authentic storytelling, Matt and Jon unpack why the future of marketing isn’t actually about creating more content, but instead about creating clearer, authentic experiences. You’ll also hear practical insights on measuring belief, reducing buyer friction, building genuine executive thought leadership, and why the best brands aren’t necessarily the loudest, but the clearest.
—
Guest Bio
Twenty-five years in the tech and telco sectors provide the wide lens required to navigate what happens next. Jon’s background across corporate leadership, scale-ups, and advisory teams offers a comprehensive, real-world view of the complexities facing global marketing and sales organisations.
He specialises in B2B Art & Science; the delivery of high-impact creative marketing backed by rigorous data and sales team integration. From leadership roles at Vodafone UK and Group to his current work with Differentiated Ltd, JonB Studio, and the Women's Sports Alliance, Jon bridges strategy and execution.
—
Guest Quotes
Brewing Success With Fiona McKenzie: What the C-Suite Expects from Marketing
Épisode 21
jeudi 25 septembre 2025 • Durée 36:34
How do you build B2B marketing programs that move beyond short-term lead counts and actually deliver lasting impact? In this episode of Pipeline Brew, Matt is joined by Fiona McKenzie, CEO of Revere, a UK-based agency known for its “marketing with meaning” approach.
With nearly two decades in B2B technology, Fiona shares why today’s most effective CMOs are as commercial as they are creative. She walks through outcomes that the C-suite cares about, how to reset strategy around shared definitions, and frameworks like Revere’s Wheel of Consideration, which reimagines the buyer journey beyond outdated funnel models.
Listeners will also hear Fiona’s perspective on bold creative, selling big ideas internally, and the role of AI as “accelerated intelligence” that removes friction without replacing human judgment. Whether you’re a marketing leader rethinking measurement, a strategist tasked with growth, or a brand builder looking to stand out in crowded markets, this episode offers a roadmap for making marketing more meaningful — and more impactful.
—
Guest Bio
Fiona McKenzie is the Chief Executive Officer of Revere, a strategic B2B marketing agency in the UK. With nearly 20 years in B2B technology, she leads teams that combine buyer insight, brand, and demand to create “marketing with meaning” programs that build trust and long-term growth.
Fiona believe’s the best way to produce great integrated work for clients is to have a tightly integrated team, with a relationship founded on trust, collaboration, and transparency.
—
Guest Quotes
“Marketing with meaning is really the ethos that drives everything we do day to day at Revere. It’s about making sure that marketing is driving long-term programmatic approaches that deliver results. It’s all about taking marketing from being seen as short-term lead generators to long-term impact drivers. That’s what resonates with marketers, moving from tactical thinking into long-term campaigns and initiatives.”
Brewing Success with Avalara: B2B Marketing at Scale, Evergreen Content, and Lead Maturity
Épisode 20
jeudi 4 septembre 2025 • Durée 27:06
How do you scale campaign strategy across a complex product suite without overwhelming both your audience and your sales team? In this episode of Pipeline Brew, Matt is joined by Stephanie Almeida, Senior Marketing Manager of Demand Generation at Avalara, the automated tax compliance software powered by AI.
With over six years at Avalara and an extensive background spanning both agencies and in-house teams, Stephanie shares what it really takes to build sustainable, high-performing B2B campaigns in today’s noisy landscape. Some of the topics covered in their conversation include incorporating agility into new product lines, why content, messaging and sales should be aligned around campaigns, and how paid syndication is a still winning strategy.
You’ll also hear Stephanie’s advice for educating sales on top-of-funnel expectations, and why she says every marketer should advocate for bold, emotion-driven brand work. Stephanie brings a practical, tested perspective that’s especially relevant for marketers navigating multi-product complexity and shifting buyer behavior.
—
Guest Bio
Stephanie Almeida is a seasoned professional with over 20 years of experience in the technology sector, specializing in marketing and advertising. She currently serves as the Senior Marketing Manager at Avalara, where she leads a team in developing innovative campaigns and strategies that drive brand growth and business performance.
Prior to her role at Avalara, Stephanie held key positions at several leading advertising agencies, including VML and Razorfish. Her expertise spans across various domains, including digital marketing, brand management, and integrated advertising campaigns. Stephanie is known for her ability to bridge the gap between creative teams and business stakeholders, ensuring that marketing initiatives not only resonate with target audiences but also align with company objectives and market trends.
—
Guest Quotes
Brewing Success with Thinksmart Marketing: Balancing Global Consistency and Local Impact in B2B Marketing
Épisode 19
mercredi 13 août 2025 • Durée 35:59
How can you enable your marketing teams to do more with less while still maintaining brand relevancy and impact? In today’s episode of Pipeline Brew, Matt welcomes Janine Pares, Founder & CEO of Thinksmart Marketing to explore why strategy and brand positioning have become even more critical differentiators in today’s market.
Having founded Thinksmart in 2014, Janine’s agency specializes in strategy-led marketing across content, digital, brand and product to help global companies stand out while driving growth. Drawing from her experience across B2C and B2B, Janine shares insights on the challenges of balancing centralized global strategies with the unique demands of diverse regional markets like APAC.
Additionally, you’ll hear why strategy starts with what you choose not to do, how to get C‑suite buy‑in for brand investment, and why the best content often has a longer shelf life than marketers think. Janine also explains the role AI can play as an enabler, freeing up human creativity and critical thinking while keeping teams agile.
—
Guest Bio
With 30 years experience, the first 17 years of Janine’s career was forged in corporate marketing for some of the world’s leading B2C & B2B brands across global, regional and national remits in Australia and abroad. With a commercial focus and strategic approach, Janine founded Thinksmart Marketing in 2014 and today leads the team to partner with enterprises and scale up B2B brands across APAC.
—
Guest Quotes
"Strategy more often than not [is] about the things you choose not to do [rather] than the things you choose to do. And having a really focused vision on what success looks like, and then focusing the energy resourcing around those things, that makes a huge difference. And I think in the context of budget cuts and resource cuts and all the rest of it, we need to be very selective about what we actually do."
“What does your brand mean in the minds of your audience? How do people understand you and what you stand for, and what value you bring in comparison to others in often saturated marketplaces? When that is not clear, salespeople aren't able to articulate the value prop, and cross-sell doesn't happen as easily. [You] can't get as much traction with net new, [you’re] not progressing deals through the pipeline.”
Brewing Success with Ping Identity: Scaling Smarter with Branded Demand and Real-Time Optimization
Épisode 18
jeudi 24 juillet 2025 • Durée 37:22
How can marketers drive meaningful demand in today’s complex B2B landscape? In this episode of Pipeline Brew, Matt is joined by Emanuela Mafteiu of Ping Identity to unpack how you can go beyond MQLs and start building pipeline that truly converts.
Emanuela is the Head of Digital and Demand, EMEA at Ping Identity, a leading identity security platform serving over half of the Fortune 100. Together, she and Matt dive into the evolving role of demand generation by aligning tightly with sales, localizing content, and embracing AI with intention. Emanuela provides actionable takeaways from her own team’s experience with pod-based collaboration, persona-driven campaigns, and agile feedback loops to deliver real business outcomes across EMEA.
Additionally, you’ll learn why your content needs to provide real education, how to effectively pivot campaigns mid-flight, and where AI can make the biggest impact on your team. Emanuela also shares practical SEO insights from BrightonSEO and explains why she believes localized marketing is easier than ever and well worth the investment.
—
Guest Bio
Emanuela Mafteiu is an all-around marketer with a strong background in brand strategy and campaign management. She is skilled at translating corporate visions into engaging marketing communications and content, ensuring alignment with strategic portfolio development. As the Senior Digital Marketing Manager at Ping Identity, Emanuela leverages her expertise to drive digital growth and optimise return on investment, making her a key contributor to the company's success.
—
Guest Quotes
“Progressing pipeline is as important as generating pipeline. In Demand Gen, we're always thinking about generating demand, but we don't always focus on how to move that pipeline forward. One of the strongest shifts we’ve made is creating real alignment with sales. It’s not just about MQLs anymore, it’s about MQAs and activating buying behavior.”
Brewing Success with Troy Sandidge: The Evolving Role of CMOs and Community Building
Épisode 17
jeudi 3 juillet 2025 • Durée 47:29
What does it take to succeed as a modern CMO? In this episode of Pipeline Brew, Matt is joined by Troy Sandidge to discuss how marketing leaders can stay relevant in an era of shifting playbooks, AI disruption, and growing pressure to deliver both brand and demand.
Troy is the Chief Strategist and Founder of Strategy Hackers, a strategic marketing consultancy that builds sustainable, scalable, and profitable strategies to drive engagement, advocacy, and revenue growth. Together, Troy and Matt explore the real challenges CMOs face right now including outdated playbooks, pressure to master AI, and the balancing act between vision and execution.
Additionally, you’ll hear what it takes to tackle these challenges, and where you should be focusing your efforts most. Troy advocates for further investments into your brand and most importantly, your community. He believes real, authentic community building serves as a premium insurance policy when faced with market uncertainty.
—
Guest Bio
Known as the Strategy Hacker®, Troy Sandidge is an award winning growth strategist specializing in building sustainable, scalable, and profitable strategies, systems, and solutions for world-class brands, generating over $175 Million in client revenue and successfully launching 35+ brands worldwide.
The 5x Agency Builder, 4x CMO, 3x Startup Founder, 2x COO, Board Advisor, Fractional CMO, Keynote Speaker, Investor, Author, & Marketing Consultant brings over 15 years of experience infusing psychology, sociology, business anthropology, cultural ethnography, and behavior science with growth marketing, demand gen, go-to-market, sales enablement, brand positioning, content marketing, and community development strategies helping brands achieve next level results using what he refers to as Conscious Growth Pathways™.
—
Guest Quotes
“Strategy isn’t about knowing everything of what to do. It’s knowing what not to do. As you expand your career and hit different milestones, you realize there's so much more we shouldn't be doing. That takes experience and stepping back to look at things from a 50,000-foot view.”
Brewing Success with Forma: Using Story, Strategy, and Culture to Elevate Marketing
Épisode 16
jeudi 12 juin 2025 • Durée 43:05
What does it take to craft content that truly connects in today’s crowded B2B landscape? Amanda Verdino, Director of Content Marketing at Forma, shares how a story-first philosophy and culture-driven marketing can transform the impact of your programs.
With over 15 years of experience spanning agency leadership and in-house roles, Amanda breaks down the frameworks she uses to guide her work in this new era of GenAI. She and Matt explore strategies to move beyond transactional content to build and deliver authentic messaging, tying storytelling directly to strategy.
You’ll also hear how Amanda transitioned from the agency world to her role now with Forma, why culture and collaboration are key to high performance, and how content marketers can partner with executives to elevate brand voice. Whether you’re leading content, building brand, or aiming to align teams around marketing’s value, this episode is filled with perspective for modern B2B marketers.
—
Guest Bio
Amanda Verdino is a B2B marketing leader with over 15 years of experience driving pipeline and elevating brand narratives. Known for blending creative storytelling with strategic execution, she’s led high-impact content and communications programs for startups, growth-stage companies, and Fortune 500 enterprises. Amanda currently serves as Director of Content Marketing at Forma, where she helps shape the voice of the brand and connect with audiences in meaningful, measurable ways.
—
Guest Quotes
“Over the past several years, I’ve tried to carve out moments to define how I really feel about content marketing. What I believe in, not just what deadlines require. That’s where the idea of ‘story, strategy, stuff’ came from. If we don’t know what story we’re telling or why we’re telling it, then no amount of strategy or content will really matter.”
“I had done the agency thing for nearly a decade, and while we did great work, I started to feel like I was missing something deeper like real team culture and long-term ownership. I wanted to go beyond just delivering assets and actually be part of something where I could help shape the story and see it through.”
Brewing Success with Thomson Reuters: Rethinking Brand, Attribution, and Buyer Groups
Épisode 15
jeudi 22 mai 2025 • Durée 46:55
How do you drive over $160M in pipeline impact with strategic marketing? Adam May, Director of Account-Based and Field Marketing at Thomson Reuters shares how ABM, field marketing, and sales alignment make it possible.
With a background that bridges graphic design, startup growth, and enterprise marketing, Adam shares the key experiences that have shaped his journey and where he sees opportunities in today’s B2B landscape. He emphasizes the critical blend of art and science in ABM which requires balancing creativity with deep data fluency. He also breaks down how his team strategically maps buyer groups, enables sellers, and creates personalized programs that align to complex sales cycles.
You’ll also hear Adam’s perspective on field marketing at scale, what it means to truly achieve sales-marketing alignment, and how brand reputation drastically can impact your pipeline. Whether you’re looking to scale ABM or integrate marketing more deeply into revenue strategy, this episode is packed with insights for modern marketers navigating enterprise complexity.
—
Guest Bio
Adam May is a veteran marketer with experience planning, organizing and executing multi-channel programs that drive pipeline. He's a highly curious individual with a combination of creative, analytical and project management skills and a history of creating B2B demand engines that strengthen relationships between marketing and sales to drive revenue. Adam has experience working in fast-paced environments with cross functional teams in highly regulated markets.
Valuable addition to any company softball or volleyball team and cooks a mean steak.
"Best Son Ever" Award - 2021
—
Guest Quotes
“If someone told 22-year-old Adam how much time he'd spend in Excel, I wouldn’t have believed them. But today, data drives every decision we make. You need creativity to stand out, but it’s data that justifies the direction and earns trust internally.”
Brewing Success with Arthur Yu: Leaning Into Brand Marketing
Épisode 14
jeudi 1 mai 2025 • Durée 41:43
Today on Pipeline Brew, Matt sits down with the seasoned advertising expert, Arthur Yu, whose career spans over twenty years supporting tech and media giants such as Disney, Google, and AWS. Their conversation covers his unique journey, from starting as a finance coordinator to where he is today as a prominent leader in the ad space.
In today’s digital-first landscape, Arthur talks about what he calls the “one-second audition,” emphasizing how brands now have less time than ever to capture consumer attention. The solution? Increasing your investments in brand marketing.
Listeners will also gain Arthur’s perspective on incrementality and the statistical methods essential for measuring true marketing impact. His clear explanations of market mix modeling, conversion lift, and match market testing equip marketers with practical tools to prove ROI in a rapidly changing environment.
Later on in the conversation, Arthur shares his personal journey battling and beating cancer. For anyone else who might need help, support, or advice on their own journey, Arthur encourages you to reach out to him on his LinkedIn.
—
Guest Bio
Arthur Yu is a global marketing expert responsible for over $3B in media spend and held leadership positions in NAMER, EMEA, APAC, and LATAM. His most recent experience focuses on driving digital sign-ups and revenue for tech clients (Google, Amazon Web Services, and Meta), but he also has a long history of brand campaigns for entertainment (Disney/Fox/Lionsgate) and automotive clients (Hyundai motors).
—
Guest Quotes
“I’d say depending on the organization, brand marketing can mean two things. It's amplifying the strength of what your brand stands for. Or it could be finding out what your product strength is, distilling it down to a core idea, and communicating that to your customers.”
Podcasts Similaires Basées sur le Contenu
Découvrez des podcasts liées à Pipeline Brew. Explorez des podcasts avec des thèmes, sujets, et formats similaires. Ces similarités sont calculées grâce à des données tangibles, pas d'extrapolations !
“The brands that are best aren’t necessarily the loudest, but they are the clearest. They’re investing in real quantitative research, they’re honest about the natural trade-offs that you’re gonna have, and they don’t pretend certainty when nothing exists.”
“If you want visibility, go all out. Be that person, be provocative. Create the drumming gorilla. But if the goal is understanding, ‘Hey, I’ve got a thing I wanna tell you,’ that’s when you get leadership. 83% of buyers only believe thought leadership is useful if it's grounded in research with real people. So I would say less polish, more substance.”
“Stop asking how do I get more content out, and start asking what would genuinely, and I mean genuinely, help someone decide my product is fit for them. Stop thinking of more, and start thinking of better. Belief is really, really fragile. When you earn it, trust, and therefore growth, will follow.”
—
Time Stamps
00:00 Episode start
02:00 Ice breaker
03:40 Jon’s background and entrepreneurial journey
“The buyer journey has become overly simplistic. At Revere we’ve built a new model called the Wheel of Consideration, which helps marketers see where activity really sits in the buyer journey and how to connect with customers in meaningful ways.”
“We accelerated speed of delivery on an insane level. Historically, what would’ve taken months upon months, we delivered it in six to eight weeks with an 87% reduction in investment. That’s why I call AI accelerated intelligence, not artificial intelligence.”
—
Time Stamps
00:00 Episode start
01:10 Icebreaker
02:35 Fiona's career journey in B2B marketing
04:20 Lessons from stepping into the CEO role
07:15 Defining “marketing with meaning”
09:20 Why strategy must get commercial
11:40 Resetting strategy and reporting for the C-suite
14:15 How to build ROI-driven plans on a page
17:55 Selling bold creative to executives
22:40 Positioning creative work as business growth
“As a CFO or a finance leader, tax compliance is usually not their full-time job, it’s a portion of what they do. So really making sure they have the education they need and can feel confident in that area is a lot of what we focus on. That’s where our campaigns need to meet them.”
“I believe that paid syndication should definitely be a part of a holistic marketing strategy and plan. We have seen that we typically have really strong website traffic, but just like everybody else, we've seen some declines in paid and organic search. Now with the AI answers being within the platform and getting people what they need there, it's really helpful to balance out your overall lead gen strategy.”
“You can't just go out there and be super generic with your messaging. You need to tap into people's feelings and emotions. Be funny, be something that stands out. You gotta be bold.”
—
Time Stamps
00:00 Episode start
01:15 Icebreaker
03:05 Stephanie’s career journey
05:00 What is Avalara?
06:35 The challenge of scalable campaign strategy
09:05 Aligning with sales across complex product lines
12:05 How Avalara builds content around core pain points
“APAC is the most diverse region that exists when we think about everything from not just languages, but cultural differences. Market maturity is often very different. Value systems are very different. The way of doing business and selling is actually very different across a lot of these regions. And so the diversity that exists within APAC is huge."
“We stopped calling it awareness, we now call it education. Because our goal is to create content our audience can use, not just read. Whether it’s identity professionals or security leads, they all want clarity, relevance, and value. When we focus on education, the results speak for themselves.”
“AI helps us move faster and scale smarter, but it’s not a replacement for strategy, creativity, or customer connection. We use AI for segmentation, testing, and even language optimization, but we still validate everything with human insight. It’s about reducing friction and focusing human time where it matters most.”
“CMOs need to understand their four currencies: time, money, knowledge, and skill. If you don’t have the skills, you need to bring in the right people, otherwise, you’re going to get left behind.”
“Community is legitimately an insurance policy. When you have it, they understand you, they trust you, and they’ll stay with you even during tough times. Imagine asking your community, ‘What do you want us to do?’ and they give you the million-dollar idea. That’s the power most brands are sleeping on.”
—
Time Stamps
00:00 Episode start
01:40 Icebreaker
02:39 Troy’s career journey across marketing, nonprofit, and politics
04:50 Why great strategy starts with knowing what not to do
06:50 The driving factors behind the evolution of the CMO
10:30 Advice vs. Reality: The gap between thought leaders and practitioners
14:50 The makings of a great CMO
18:15 How AI can enable operational transformation for marketers
24:00 Is AI an option or necessity
27:00 What to do when marketing budgets freeze
30:00 Community as an insurance policy
33:45 What real community building looks like in B2B
“We talk a lot about job satisfaction in marketing, but not enough about how it actually affects performance. When you feel seen, when you feel trusted, you don’t just show up, you contribute differently. That’s been my experience at Forma, and I think that’s why our content connects the way it does.”
—
Time Stamps
00:00 Episode start
01:25 Icebreaker
03:00 How Amanda defines herself as a storyteller
09:05 Generative AI’s impact on content marketing
10:50 Why Amanda left agency life for in-house marketing
17:00 Why Forma feels like a dream job
21:25 How talking to customers builds better content
24:20 Connected job satisfaction to individual performance
“Brand perception doesn’t just influence whether someone reads an email. It shapes whether they’re willing to attend your event, trust your messaging, or even consider you as a serious solution. In a crowded market, your reputation often gets you in the room before any campaign does.”
“Alignment isn't a transaction, it's a relationship. You don’t just set it and forget it. It requires regular check-ins, shared goals, and mutual accountability. The best marketing-sales partnerships are built on empathy and a common focus on pipeline and performance.”
“The force view medium still exists. That's why you're seeing a lot of attention on live sports and podcasting. So, the advertisers that do it best really use that precious time effectively.”
“20 years ago, because of the linear nature of mass media, marketers had basically 30 to 60 second forums to force feed your message to a captive audience. But today, because of the reduction of forced view mediums and the flood of opt-in messages, brand marketing must really pass the one second audition. So that's capturing your audience's attention within an increasingly short amount of time.”
—
Time Stamps
00:00 Episode Start
01:27 Icebreaker
02:17 Arthur's journey in advertising
05:44 The evolution of brand advertising
07:04 The one second audition
08:45 The importance of brand equity
16:21 Measuring incrementality in marketing
20:36 Classic marketing tactics in a digital world
22:09 The importance of live sports in advertising
23:29 The evolution of account-based marketing (ABM)
25:21 Balancing strategic, opportunistic, and greenfield accounts
