Marketing Trends

We live in a world that is more connected than ever before. That means that more marketers are able to make a global impact, even if they aren't working in New York, Los Angeles, or San Francisco. On this episode of Marketing Trends, we host our first global CMO roundtable and hear from some of those marketers who are having a big impact even though they're located in a small country. For this rou...

Finding exponential growth is the dream and goal of every startup. It’s also extremely difficult. On this episode of Marketing Trends, we talked with an expert in startup growth about what it takes to achieve liftoff. Brian Rothenberg is a partner at the venture capital firm defy.vc and a veteran of startup marketing himself. He previously served as the Head of Growth and GM at Eventbrite and the...

As a marketing leader, getting to know your target market is crucial. Marketers who know and understand their customer-base are able to unlock exponential growth. So how can marketers get in sync with those they seek to reach? To find out, we talked to Marie Rosecrans, SVP of SMB Marketing at Salesforce. On this episode of Marketing Trends, Marie also talked about how to build a great marketing te...

There have been Marketing Trends episodes about how CMOs should approach their first 90 days on the job. But on this episode, we talk with someone who is actively going through it. Lauren Vaccarello was named CMO of Talend just before this episode was recorded. Across the roundtable, we had Thomas Butta, who has served as CMO multiple times and currently serves as CMO of SignalFx. On this episode,...

Social media has revolutionized the world. It has changed the way people communicate with each other, get their news, organize groups, and spend their time. But according to Jamie Gilpin, CMO of Sprout Social, too many marketers are treating this revolutionary innovation like it's nothing more than another advertising channel. On this episode of Marketing Trends, Jamie explains why more marketers...

Innovations in technologies like cameras, IoT sensors, and AI have enabled the rise of new connected smart cities. But according to Jessica Burton, Global Surveillance Portfolio Marketing Manager at Seagate Technology, the real backbone of that technology infrastructure is data storage. On this episode of Marketing Trends, Jessica tells us how she is educating system integrators and solution archi...

What does it take to build a world-class brand? Many marketers aspire to it, but few are ever able to actually participate in building one of the top brands in the world. However, Michael Mendenhall has had the opportunity a number of times. As a senior marketer at Disney, he was able to learn from great brand builders like Michael Eisner, Bob Iger, and Steve Jobs. And as a multi-time CMO, he has...

What is the difference between solid companies and those that dominate their industry with exponential growth? According to Kris Bondi, CMO of LogDNA, it's the ability to create a movement. On this episode of Marketing Trends, Kris explains why creating a movement is so powerful and how to do it. Kris also talks about her best advice for first CMOs, best practices for creating growth at startups,...

Being a CMO is a tough job, especially in the weeks and months after stepping into a new organization. Few people have mastered stepping into a new CMO role quite like Heidi Melin, CMO of Workfront. Heidi has more than 20 years of senior marketing experience. Previously, she has served as the CMO of Plex Systems, Eloqua, Polycom, Taleo, Hyperion, and was the group vice president of marketing at Pe...

Insurgent brands that use a direct-to-consumer e-commerce model have seen enormous success over the past few years. Many of them have skyrocketed from fledgling startup to category-leader in seemingly no time at all. Does this new trend mean that all legacy brands are doomed to be disrupted and eclipsed? Not necessarily, according to Nancy Shah, Senior Brand Marketing Manager at RB, a conglomerate...

What do consumers value most? According to Tara-Nicholle Nelson, Founder and CEO of SoulTour, the answer to that question is changing. Tara is the author of "The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser." She is using the findings of her book to empower a number of brands by focusing on their consumers. On this e...

Over the last couple of years, there has been a 118% increase in job openings with sale enablement in the title. Why is this often-overlooked area of marketing exploding? To find out, we talked to John Raguin, CMO of Seismic, a leading sales enablement platform. On this episode of Marketing Trends, John talks about sales enablement, why it is exploding in importance and popularity, and how masteri...

Throughout the entire history of business, marketers have always been concerned with promoting their product or service to buyers. But then a new business model arose: Marketplace-based businesses like Uber and Airbnb not only market to buyers, but to sellers as well. How does this new dynamic change the job of a marketer? To find out, we talked to Kevin Frisch, CMO of Wag!, a marketplace for dog-...

Most marketers only have responsibility for promoting one brand. A few senior marketers are responsible for a handful of brands. Leslie Tom, SVP of AppExchange Marketing and Programs at Salesforce, has marketing responsibilities for an entire ecosystem. On this episode of Marketing Trends, Leslie sits down with Ian and Lauren to talk about how she handles this unique challenge, best practices for...

Millions of people know about the "pay gap," or the average difference in wage earnings for men and women in the USA and throughout the world. Relatively few people know about the "equity gap," or the difference in ownership stake between men and women who work at early-stage companies. Emily Kramer, VP of Marketing at Carta, is trying to change that. On this episode of Marketing Trends, Emily tal...

Marketers are often proficient at diagnosing and patching holes in a funnel. We spot places where potential customers drop out of the buying process and fix or add touch-points accordingly. But what about the potential buyers who we don't even know about? According to Ed Breault, CMO of  Aprimo, there is an entire "dark funnel" of people who are looking to buy a product in your category, who never...

This episode of Marketing Trends is a little bit different. We wanted to help give you a small peek behind the curtain of the things we are doing and thinking about here at Mission. On this episode, Ian is joined by producer Ben to go over a presentation that Ian originally gave the IBM Bluewolf Marketing Kickoff. In this presentation, Ian explains what audacious, repeatable content is, why it is...

If it wasn't for a part-time job during Paige's P.h. D studies, she probably wouldn't be where she's at today. Thankfully, Paige O'Neill never looked back. She's currently the CMO at Sitecore, a company that creates human connections between brands and their customers with end-to-end content, seamless commerce, and personalization. On this episode of Marketing Trends, Paige sits down to with Ian F...

When it comes to building a team, marketers often place the majority of their focus on getting the right people. But putting those people in a role and situation where they can succeed is just as important, according to Katrina Wong, VP of Marketing at Hired. On this episode of Marketing Trends, Katrina discusses how to build a team with a growth mindset. She also discusses other important topics...

Early in her career, Carrie Palin was doing well but wasn't necessarily on the CMO track. But then friends and mentors challenged her to set her sights higher. Since then, she has served as a Chief Marketing Officer three times. Currently, she is the CMO at Splunk. On this episode of Marketing Trends, Carrie walks us through her career experiences and explains the leadership lessons she has learne...

After Varun Kohli, Head of Strategic Marketing, PMO, & Global Demand at Symantec, launched one particular campaign early in his career, it nearly crashed the entire IT infrastructure of the company he was working for at the time, because of the huge amount of traffic it generated. How did he manage to create such a groundswell of interest? By combining story and data. On this episode of Marketing...

Most Marketing Trends guests focus on a specific strategy, tactic, or technology. But Geoffrey Miller, Associate Professor of Psychology at the University of New Mexico, starts with marketing's most fundamental question: Why do people buy things? On this episode, Geoffrey talks about biology, evolution, and how psychology affects the way consumers respond to marketing. He digs into how people's fu...

Marketing to developers is notoriously difficult. They are independent-minded and hate being marketed to. On this episode of Marketing Trends, we talked to an expert who has figured out how to do it successfully. Vidya Peters is the CMO of Mulesoft. In that capacity, she has built a community of developers who love her product and share it with each other. In this interview, Vidya talks about the...

How do you establish a brand reputation in the B2B space when your brand has historically been known for consumer electronics? That is the question facing Bob Madaio, VP of Marketing at Sharp Business USA. After more than 20 years with EMC and Hitachi, Bob now leads the marketing team for the B2B arm of Sharp electronics. On today's episode, Bob sits down with Ian to discuss what he's doing to cha...

Doug Sweeny made his mark in the marketing world with world-class, innovative companies like Google, Levi’s, and Nest. For his next challenge, he decided to join a company taking on one of the most change-resistant industries imaginable: healthcare. Doug is currently the CMO of One Medical, a company that is using disruptive technology to connect consumers with primary care providers. On today's e...