Marketers are the artisans of commerce. Our palette is ideas. We ply our craft to facilitate choice. To empower every person creating value in the world – sharing their inventions, their service, their good works. And ultimately, to keep a society built on choice functioning.But also…This is one of the most fun, wildly creative, never-grow-up, 99% boring meetings followed by 1% of sheer creative brilliance, funny-yet-frustrating-yet-fruitful career choices you can make.Let’s explore the dichotomy.In this podcast, Daniel Burstein of MarketingSherpa dives deep into marketers’ and entrepreneurs’ careers to inspire your next great campaign, give you strategies for winning approval on your ideas, and help you navigate the trickiest decisions in your career. The curious, comprehensive style of these interviews allows marketing and business leaders to do what they do best – express themselves to communicate a key lesson.Listen in as we probe marketing leaders about how they crafted campaigns, built their careers, and what they learned along the way. We’ll get deep, we’ll wring insights form our guests to help you, and we’ll have fun doing it.This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher online course (https://meclabs.com/course/).
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Entertainment Industry Marketing: Never forget the independence of your imagination (episode #121)
Season 1 · Episode 121
Tuesday, December 17, 2024 • Duration 01:12:21
Come with me if you will, for just a moment, to the small shtetl of Anatevka, in Tsarist Russia, the year is 1905, and we are in the barn of Tevye, a dairyman.
In his reality, he is poor. But in his imagination, ah in his imagination, he is a rich man.
I thought of that famous musical number when I read this lesson in a recent podcast guest application – “Never forget the independence of your imagination.”
A perfect explanation of Tevye. And hopefully, of you and I as well, after we listen to my latest guest…Jeffery Keilholtz, SVP of Marketing, Broadway Licensing Global [https://broadwaylicensing.com/].
Tune in to the full episode using this embedded player or by clicking through to your preferred audio streaming service using the links below it.
Stories (with lessons) about what he made in marketing
Win the day – how daily focus leads to campaign success
Stay nimble
Stay cool under pressure
“Never forget the independence of your imagination"
Execution sets people apart
Endurance is essential
Discussed in this episode
Get Productive With AI [https://meclabsai.com/GetProductive] – January 8th at Noon EST. There is no cost.
Subscribe to the MarketingSherpa email newsletter [https://www.marketingsherpa.com/newsletters] to get more insights from your fellow marketers. Sign up for free if you’d like to get more episodes like this one.
For more insights, check out...
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
B2B Revenue Marketing: Be an uncertainty killer (podcast episode #120)
Season 1 · Episode 120
Tuesday, December 10, 2024 • Duration 41:48
When this CMO's team proved her wrong about their ebook program, she didn't just accept it – she made them broadcast their victory to everyone.
Hear that lesson – “let your team take a chance on testing it and prove you wrong” – and many more lesson-filled stories in my in-depth discussion with Susanne Rodriguez, Chief Marketing Officer, Auvik [https://www.auvik.com/].
Stories (with lessons) about what she made in marketing
Be an uncertainty killer
Don't always trust your gut
Clear is kind
Lean in and listen on Zoom to connect and build deep relationships remotely
Bring your best, most efficient self to the office every day to keep it moving
Prioritize by business impact
Let your team take a chance on testing it and prove you wrong
Discussed in this episode
Get Productive With AI [https://meclabsai.com/GetProductive] – January 8th at Noon EST. There is no cost.
Substance Over Style: Good work has to speak for itself (podcast episode #111)
Season 1 · Episode 111
Thursday, September 12, 2024 • Duration 49:33
“Writing is never done, it is just due.”
This is a common sentiment from anyone who has ever worked in a deadline-driven field like journalism or academia.
And it certainly holds true right here in the marketing industry as well, made all the more difficult in my career personally when I transitioned from print to digital…which could be changed an infinite number of times.
Or as my next guest puts it – ‘Don’t let perfection get in the way of completion.’
To hear the story behind that lesson, along with many more lesson-filled stories, I talked to Kelly Cutler, Lecturer and Associate Director of the Spiegel Research Center, Northwestern University [https://www.northwestern.edu/].
Northwestern is the oldest chartered university in Illinois and has an annual operating budget of $3 billion. Cutler has published five papers on topics including ChatGPT and Web3. She recently published her first book, called ‘Search Marketing: A strategic approach to SEO and SEM’ [https://www.koganpage.com/marketing-communications/search-marketing-9781398612808].
Stories (with lessons) about what she made in marketing
“If I had more time I would have written a shorter letter.”
Don’t let perfection get in the way of completion
Good work has to speak for itself
Reach for the stars
Delegate
Don’t give up
Discussed in this episode
In this interview, Cutler and I discuss strategic marketing ideation and refinement. So I started a conversation with MeclabsAI to help you get personalized strategy development, overcome challenges, explore creative boundaries, and get evidence-based suggestions. Just click here to interact with this shared conversation [https://meclabsai.com/share/6qq1fggvdn25TtF] and brainstorm your next marketing breakthrough (MeclabsAI is the parent company of MarketingSherpa) [https://www.marketingsherpa.com/article/case-study/marketing-promotion]
Marketing & Communications: Rebranding from GE, building a CRM for Comcast, and much more (episode #21)
My latest guest made a hugely transformative change, rebranding her company from General Electric. Imagine having to rebrand from one of the most legendary brands of all time – Thomas Edison, Menlo Park, the light bulb, the Carousel of Progress at Tomorrowland, “We Bring Good Things to Life,” and on and on.
So I had to ask her – what did you have to transform in yourself to make this major marketing transformation possible?
Hear that story, and so much more, in my discussion with Meghan Gainer, Vice President of Marketing and Communications, DSD Renewables (https://dsdrenewables.com/).
DSD was formerly known as GE Solar and is now owned by BlackRock Real Assets. Gainer has managed budgets from $1 million to $10 million and teams from three to 15 people.
Stories (with lessons) about what she made in marketing
Put stock in your own brand
When no one is raising their hand for something that can make an impact, raise your hand
Customer experience and feedback are vital to success
Your company is not your advocate, you need to advocate for yourself
Appreciate your employees – let them challenge themselves, provide feedback and grow…even if it means you’re going to lose them.
When you find people you work well with, stick together and you’ll always enjoy what you do.
This episode's guest told our host a story about launching an ecommerce store that was the perfect illustration of Flint’s teaching. He put it this way – “Get scalable fulfillment in place before you generate demand.” In other words, go deep before you go wide.
That's just one of the lesson-filled stories you’ll hear in this episode from Chad Brown, CMO, JC Hospitality – owner/property manager of Virgin Hotels Las Vegas (https://virginhotelslv.com/).
The hotel is part of the Curio Collection by Hilton and has a Mohegan Sun Casino. JC Hospitality is a joint venture between Bosworth Hospitality Partners LLC & Juniper Capital Partners. Brown manages a marketing budget of about $7 million dollars with 10 direct reports & 5 agencies.
Stories (with lessons) about what he made in marketing
Some lessons from Brown that emerged in our discussion:
Understand the “why” behind any current program, process, or structure before you make significant changes
Get scalable fulfillment in place before you generate demand
Allow for customization while maintaining brand standards & services
Have a Gumby attitude during launch
Marketing decisions have a ripple effect on the entire organization
Be self-aware of how others perceive you, or more importantly, your delivery of information.
And it’s true of your advertising and marketing as well. Which is what stuck out to me in the podcast guest application from our latest guest. He said, “if you don’t like it, nobody else will.”
I hear that as bringing humanity to your marketing, and not taking a “we’ll fool them” approach to your brand’s relationship with its customers. I hear it as, “If you don’t put some element of yourself in your work, nobody else will really engage with it on a human level.”
It got me thinking – musicians, novelists, comedians, and other artists pour themselves into their work. Why shouldn’t marketing and advertising creatives?
That is just one of the insights our guest latest guest sparked in me. Listen now and see what ideas he will spark in you. Carlo Cavallone is the Global Chief Creative Officer and Partner at 72andSunny (https://www.72andsunny.com/), an agency owned by Stagwell. As part of the agency’s leadership team, Cavallone helps manage the agency’s global team of 400 employees.
Some lessons from Cavallone that emerged from our discussion:
Never, ever, ever go on a shoot without a fully approved concept.
“Better is temporary.”
If your client is not as ambitious as you are, you’re not going to do anything great.
And it exemplified the conversation with our latest guest, who literally went into people’s homes and looked in their closets to better understand and communicate to her brand’s customers. Lindsey Lindemulder is the Brand Marketing Director for Merrell (https://www.merrell.com/US/en/home), where she manages a team of five. The hiking footwear and outdoor gear company is a wholly owned subsidiary of shoe industry giant Wolverine World Wide.
Some lessons from Lindemulder that emerged from our discussion:
“There is only one way to eat an elephant: a bite at a time.”
Strong customer insights are the foundation of great creative.
Data Poetry in Marketing, PR & Corporate Communications (Episode #17)
Season 1 · Episode 17
Monday, May 16, 2022 • Duration 01:02:55
“Trust yourself.” That is a key lesson shared by our latest guest, an academic leader. And really, that is the goal of education, right? To build your capacity, so you can trust yourself to effectively execute.
We also believe in the importance of capacity building for entrepreneurs and marketing professionals. For example, we provide free marketing thought tools (https://meclabs.com/course/tools/) – simplified frameworks to help spark your next great marketing campaign. We call them “thought tools” because they help spark your ideas and insights, so you can trust yourself instead of trusting some tools’ secret AI to magically provide the answer.
“Trust yourself” is just one of the lessons shared by Michael Diamond (https://www.linkedin.com/in/michaeldiamond/), Academic Director and Clinical Assistant Professor in the Integrated Marketing and Communications Department (https://www.sps.nyu.edu/homepage/academics/divisions-and-departments/division-of-programs-in-business/integrated-marketing.html), New York University School of Professional Studies, in our latest podcast episode. Diamond supports over 1,000 graduate students and more than 200 faculty members at NYU.
Some lessons from Diamond that emerged from our discussion:
Build capabilities that endure, and not just quick fixes to near-term problems.
Tackle problems with integrity, self-reflection, and some humor.
Trust yourself and your instincts, especially when you feel passionate about something.
Speak truth to power.
Trust yourself.
“We hired you because you are smart, you have our support, and we expect you can figure it out.”
“It’s not just the how and what of marketing and PR, but often ‘who’ is in the room.”
Team Building: Loyalty, relationships, pre-selling, and other keys to marketing management success
Season 1 · Episode 16
Monday, May 9, 2022 • Duration 47:03
When managing a marketing team, success is not necessarily a straight line. No instant inputs and outputs. After all, your team isn’t just filled with employees, it’s filled with human beings.
Complex, fallible, emotional, confusing, questioning human beings. All of us, together, experiencing the human condition while trying to be productive, together, working in an organization.
I say this because, if you’re not careful you might just fast forward to ramming your way through to the goal. The real challenge is to coax fellow humans along to that goal. Enabling them. Preparing them.
And our latest guest manages with the same philosophy. “Pre-sell key ideas internally,” she says. “Build strong CFO relationships,” she says. Don’t just charge ahead with gusto. Lay the groundwork for success.
Those are just some of the lessons Jeanne Hopkins, Chief Revenue Officer, OneScreen.ai (https://www.onescreen.ai/), shared with Daniel Burstein in our latest podcast episode.
Hopkins was the Chief Marketing Officer of MarketingSherpa (https://www.marketingsherpa.com/) and sister publication MarketingExperiments (https://marketingexperiments.com/) before this podcast's host even started here, and he's been here 13 years. She’s had 11 C-level or VP-level marketing roles in her career. And today Hopkins leads a team of 19 (with three more hires slated for this quarter) and manages a $6.2 million budget. In other words, she has a wealth of experience that I thought you could learn a lot from.
World-Class Consumer & Retail Brands: What right do we have as a brand to be in that business? (Episode #15)
It’s far easier to make empty claims than provide true reasons for customers to buy. Especially if you’re a copywriter, designer, or junior-level brand marketer who doesn’t know a compelling reason the customer should buy.
But customers are far more likely to act if you provide them compelling reasons instead of empty claims.
So, our latest podcast discussion did my heart some good, as Derek Detenber, Chief Marketing & Merchandising Officer, Batteries Plus (https://www.batteriesplus.com/), discussed specific stories of how he helped shape brand positioning and define the purpose of a business – leadership that can help the marketing team and supporting agencies clearly communicate a reason for customers to buy.
You can listen using the embedded player below or click through to your preferred audio streaming service.
First, a little background… Batteries Plus is a consumer electronic retailer with more than 700 locations.
Stories (with lessons) about what he made in marketing
Some lessons from Detenber that emerged in our discussion:
A quality product isn’t enough, you need to craft experiences.
Subscribe to the MarketingSherpa email newsletter [https://www.marketingsherpa.com/newsletters] to get more insights from your fellow marketers. Sign up for free if you’d like to get more episodes like this one.
For more insights, check out...
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages [https://meclabs.com/course/] free digital marketing course.
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Subscribe to the MarketingSherpa email newsletter [https://www.marketingsherpa.com/newsletters] to get more insights from your fellow marketers. Sign up for free if you’d like to get more episodes like this one.
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Stories (with lessons) about what she made in marketing
Some lessons from Hopkins that emerged in this discussion:
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
Apply to be a guest If you would like to apply to be a guest on How I Made It In Marketing, here is the podcast guest application – https://www.marketingsherpa.com/page/podcast-guest-application
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