Marketing Today With Alan Hart

James Whitemore joins us with an update on the work and results he's been driving at NetApp since he joined us last on Episode 234. By leveraging data and training his team on how to use their diverse viewpoints in analyzing it, James is reinvigorating a 35-year-old company with a little more swagger  In this episode, Alan and James discuss how the ideas outlined in their last interview have been coming to fruition and the importance of being dynamic in today's marketing landscape. In this episode, you'll learn:   How to be intentional with transformative marketing  Why swagger and confidence matter in decision making  The importance of having synergy with your sales and IT departments Key Highlights  [04:30] The relationship between sales and marketing  [05:45] Update from James' last interview with us (ep. 234) [07:40] Changing brand perceptions [09:10] How brand growth is tied to market growth [11:10] The importance o

After surviving her battle with cancer, Brittany Driscoll puts a lot of consideration into what really matters to her. That care translates into the customer experience she is creating at Squeeze. She embraces who she is and utilizes the strengths of the team she surrounds herself with to revolutionize what it means to win customer loyalty. In this episode, Alan and Brittany discuss how being your authentic self, investing in relationships and people, and reflecting on how customers feel after they encounter your brand leads to long-lasting success.  In this episode, you'll learn:  The importance of curating the customer experience Tactics to Increase memberships without the hard sell How embracing vulnerability and individualism benefits your business Key Highlights  [04:30] Brittany’s path to entrepreneurship  [11:35] How Squeeze came to be [17:00] The importance of starting with your goals in mind[21:20] What to consider in scaling a business

Rob Willey started his career working with big brands in the advertising industry and quickly understood that path was not for him. He wanted to work on the company side and build brands. So Rob went to business school and then dove into the world of startups. He put in the work and made his way to the C-Suite before landing where he is now as—Operating Partner at Emil Capital and CMO for Cheribundi.In this episode, Alan and Rob discuss high-growth marketing and producing content rooted in paying attention to your audience rather than trying to simply get their attention. Listen in to also learn more about the role culture plays in marketing.In this episode, you'll learn:Once you identify what makes your product remarkable, you’ve found the root of all your marketing initiativesEstablish who you are as an organization before bringing on another person’s influence and brandNo one wants to watch an ad, weave your brand into storiesKey Highlights[04:43] Rob’s path to CMO[09:30] What are tart cherries and their b

The task of revitalizing a 135-year-old brand for today’s market is daunting, but for Avon’s Global CMO Kristof Neirynck, that’s just the challenge he wanted to tackle. Moving from Walgreens Boots Alliance (when we last spoke with him in episode 208), Kristof saw the overwhelming opportunity to bring his keen eye for storytelling and passion for data into a company that has been on the decline. He’s steering the ship in a positive direction for not only consumers but for their unique brand ambassadors as well, their representative “Avon ladies.”In this episode, Alan and Kristof reunite to talk about his new role at Avon, how he’s working to revitalize the brand, and the key innovations being introduced to modernize the storied company. Listen in to hear about how their business structure affects women’s livelihoods, the focus on purpose and giving back, and what Avon is looking for in their marketing talent.In this episode, you'll learn:The purposefulness of the Avon business structureHow Avon is modernizing

Tim Hackbardt’s professional journey has included ventures into consulting, advertising, and even broadcasting, but his path repeatedly brought him back to Del Taco, where he is now CMO. Del Taco is one of many restaurant chains Tim’s worked at, but he says it’s his favorite because the business model offers countless opportunities to increase sales.In this episode, Alan and Tim discuss how he’s working to take a new brand promise and make it the essence of the company’s culture. Listen in to learn how to foster “brand love”, an idea all the most successful organizations can boast.In this episode, you'll learn:How to apply brand promises internally as well as externallySometimes you have to push past a failure and wait until the time is right to try a bold idea againFind opportunities to break out of day-to-day demands and take time to build emotional connections with your customersKey Highlights[02:21] Becoming an accidental marketing genius [11:04] The importance of brand versatility [14:11] The evolution o

Michele Arnese has always had a love for music, but it was only after spending ten years as a management consultant that he was able to found amp, a sonic branding agency, and his passion became his profession. As Global Founder and CEO, Michele expertly weaves sound into some of the most recognizable brands in the world, such as MasterCard and Mercedes-Benz.In this episode, Alan and Michele discuss what branding with sound really is, why it’s so important to the brand experience, and the use of data and insights into the world of sonic branding.In this episode, you'll learn:What sonic branding is and how it’s different from jinglesHow companies like MasterCard and Mercedes-Benz are using sonic brandingWhat amp’s copyrighted “Sonic DNA” is and how they created their custom sonic brand indexKey Highlights[02:23] Michele’s path to founding amp[05:10] What is Sonic Branding and why brands need sound[08:27] Why sound is resurging and the evolution of the jingle[10:42] What is the perfect example of sonic branding

Andrew Zimmerman is theCEO of Journey, an innovation and design consultancy that works across the physical, digital, and virtual landscape. Andrew recently formed this future-forward company with the help of enthusiastic backers and several acquisitions, allowing it to quickly expand and scale.In this episode, Alan and Andy discuss how brands can leverage emerging technologies to envision and create the next evolution of customer experience.In this episode, you'll learn:Why you should be developing a voice interface for your product or organizationHow to think about what your customer’s journey will look like in the futureWhy you can’t apply traditional thinking to the new ‘worlds’ being created todayKey Highlights[01:42] A teaser for Andy’s bestseller “Journey”[08:00] Andy’s move from CEO of Frog to CEO of Journey[12:25] What made it easy for Andy to raise funds[14:36] Looking at the next generation of customer journeys[19:15] Why Andy calls voice interfacing the “unheard channel”[22:40] Analyzing the wild,

Michael Goodbody’s journey to CMO of FinTech company Dave is certainly a unique one—starting in professional sports, moving to journalism, then switching to FinTech marketing. Spending time at fast-growing financial institutions like Wise (formerly TransferWise) and Credit Karma gave him an exceptional growth marketing lens within a space known for growth leveling.In this episode, Alan and Michael discuss his marketing process, his focus on products that achieve what people are looking to do, countering the competition, and Michael’s thoughts on the type of talent he’s looking for in marketing today.In this episode, you'll learn:Keys to differentiation in the FinTech SpaceThe difference between creative growth marketers and data-driven creativesWhat type of creative talent is needed for FinTech marketingKey Highlights[01:30] Michael's path to marketing[06:56] All about Dave[08:41] How Dave’s unique background contributed to current success[10:24] Approaching the role of CMO[12:37] Growing within the FinTech s

John Moorhead, CMO of Eco-focused product company Seventh Generation, was a reluctant marketer. In fact, he “thought it was for the birds” until one day he realized the business impact it could have on one of his passions–the outdoors. It was then that he knew marketing would become his path to change the way people think about the products they use.In this episode, Alan and John discuss his passion for environmentalism, how Seventh Generation is creating the future of green products, the new look of the brand, and the role of advocacy that businesses play in the world today.In this episode, you'll learn:How Unilever and Seventh Generation utilize marketing in traditional and e-comm retailWhere businesses can impact sustainability and environmentalismHow Seventh Generation amplifies advocacy for their company and consumersKey Highlights[01:08] John’s path to marketing[06:07] All about Seventh Generation and the acquisition by Unilever[08:53] Seventh Generation’s brand refresh[13:00] The future of green produc

From gems to government to camping, Whitney Scott has lived the idea that “once you learn marketing, you can adapt to almost any job in any industry.” As CMO of Kampgrounds of America (KOA) and COO of the newly opened Terramor Outdoor Resort in Maine, Whitney’s marketing strategies bolster the common mission of connecting people to the outdoors and to each other.In this episode, Alan and Whitney discuss how she’s using marketing to connect with the new demographic interested in camping, and how data is the key to backing up your marketing tactics. Whitney also introduces KOA’s newest brand, the Terramor Outdoor Resort, now open in Bar Harbor, ME.In this episode, you'll learn:How to keep a 60-year-old brand relevantHow KOA is upgrading the camping experience for a new demographicUnderstanding how to scale your digital presenceKey Highlights[01:37] Whitney’s secret talent[02:55] Whitney’s path to Kampgrounds of America (KOA)[05:08] Introducing the new Terramor Outdoor Resort[09:00] KOA’s history and where

Michael Diamond’s unique background marries science, the arts, and business. As Academic Director and Clinical Assistant Professor of Integrated Marketing and Communications at New York University, his view on the future of marketing is fascinating and incredibly on point.In this episode, Alan and Michael talk about his pathway to academia, and most importantly the new Master’s degree program at NYU focusing on getting marketing and strategic communication professionals to the C-Suite. The advisors are stellar, the curriculum unassailable, and the access to the list of incredible minds, unmatched.In this episode, you'll learn:The pillars of the new executive program at NYU and the future of marketingThe nuances of PR and Marketing and what marketers can learn from PRThe personal and professional benefits of investing in your educationKey Highlights[02:58] Michael's career journey[08:19] Michael’s role at NYU School of Professional Studies[12:02] NYU’s new Executive Masters program for Marketing and Strategic

Using her background as an engineer, Linda Lee, CMO of Meals & Beverages at Campbell Soup Company, institutes the Scientific Method in marketing the large portfolio of brands under the Campbell umbrella. Starting in product development at P&G, her career journey led her into marketing at notable companies like P&G, General Mills, Cadbury, Ipsos, and Stonyfield.This episode shares Alan and Linda’s discussion of her career journey, how she is modernizing a storied brand and its multiple brands, and why she feels saying yes opens new doors.In this episode, you'll learn:How in-home insights are critical to today’s marketing and how it has changed since COVIDHow to use the Scientific Method in marketing brandsHow Campbell is driving product innovation and developmentKey Highlights[00:33] Linda’s superpower[01:46] Linda’s career journey[09:44] How Linda is modernizing this brand that has stood the test of time[12:04] Linda’s starting point with a giant portfolio and customer insights[15:18] Thoughts on the in-home

When Alan heard Drew's interview with himself on the top challenges facing CMOs on Renegade Marketers Unite, he knew he needed to share it with his audience. So we’re bringing the episode to you directly in a special Marketing Today show swap! Here’s the show description: CMOs have a lot on their minds lately, so let’s get into the mind of one, shall we? Or, even better, let’s get into the mind of host Drew Neisser, as he hosts a conversation with himself (is this what it feels like to be in his head?!) on all the things CMOs are thinking about right now and how they’re solving them. Sourced from the conversations happening at CMO Huddles, Drew (and Drew) cover everything from employee retention to proving brand value to managing a messy inbox, providing useful takeaways you can implement today. After this episode, even the busiest CMO will know how to reclaim 10+ hours of their time per week (Seriously!) and work more effectively than ever. Want to learn more about our CMO Huddles community? This just skims

As consumer behavior rapidly changes during the pandemic and beyond, Jonathan Kay, Founder & CEO of app data insights company Apptopia, says the only way to success is focusing on the data to make fully informed business decisions.In this episode, Alan and Jonathan discuss Apptopia’s data insights into various business sectors and how marketers can utilize this specific data in more creative and effective ways. As an entrepreneur, Jonathan also touches on the lessons he’s learned from building this business— whether it’s hiring or the potential backfire of reliance on systems.In this episode, you'll learn:The importance of app data to marketersWhat the current data says about the travel industry, the economy, and home deliveryInsights into Apptopia’s hiring strategyKey Highlights[02:49] Jonathan’s career path[05:04] Biggest surprise of the life of an entrepreneur[08:18] Driving the need for better hiring strategy[09:15] Apptopia and data use on scale[15:10] Home delivery boom during COVID[22:14] Data insights

Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes.Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher.In this episode, you'll learn:Steps to revitalizing a nostalgic brandHow Ferrero is capitalizing on the “premiumization” trendThe importance of understanding customers’ social and psychological motivationsKey Highlights[04:00] Mark's career journey[10:09] All about Ferrero[12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth[19:07] Capitalizing on the “premiumization” trend[24:48] Advice on finding a pathway to new growth[3

Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint”. Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E-Trade, has given her the ultimate marketing tool belt to tap in her current role.In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today.In this episode, you'll learn:How Morgan Stanley bridges the gap between their core clients and their new clientsHow the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaborationKey Highlights[02:26] Alice’s career journey[06:55] How Alice’s role as is CMO defined[08:45] Managing the complexity of Morgan Stanley's portfolio[11:00] Broadening Morgan Stanley's appeal[13:20] Balancing the need to serve core clients yet

Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.In this episode, you'll learn:All About Light + Fit’s ‘The Comeback’ programWhat a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needsKey Highlights[01:35] Surbhi’s career path[03:20] What is a B corp?[04:25] What Surbhi's role entails[05:16] Light + Fit’s The Comeback program[06:47] Origination of the program[08:11] Partnership wi

We've increasingly heard customer success and customer experience used interchangeably, but Heidi Lasker, SVP of Customer Success for the Americas and APAC at Bynder, believes that while they are interconnected, they hold different spaces within a company.In this episode, Alan and Heidi discuss tools for customer success and how to integrate them within the lifecycle of your customer and user relationship.In this episode, you'll learn:How Bynder excels at customer successWhy strong cross-functional collaboration is critical to CXHow to deliver the best possible experience through success programsKey Highlights[02:15] Heidi's career journey[04:49] The role of Bynder in today's online world[06:00] How trends in the market have influenced Bynder's path[07:38] Getting control of your asset management[10:38] What “good” content operation looks like[12:50] How Customer Success is defined today[15:38] The interplay between Customer Experience and Customer Success[18:20] Community's role with users and customers[21:1

Starting her first company at age 15, Catherine Connelly is all about meeting new people. As the SVP of Marketing for The Meet Group, the top provider of live streaming video and creator economy solutions for a number of the world's top social apps, Catherine relies heavily on that connection to her users for audience engagement and growth.In this episode, Alan and Catherine discuss her extraordinary career path, iOS changes, The Meet Group's differentiating model for monetization, and the importance of storytelling.In this episode, you'll learn:How to update your tactics for performance marketingThe future of social media monetizationThe importance of PR and storytellingKey Highlights[0:42] First business at age 15 with her two brothers[04:25] Catherine's career path[12:24] Having a place to connect with others[15:48] Knowing where your users are; how to update your tactics[17:04] How iOS changes affect acquisition efforts[19:39] Monetization of The Meet Group[23:57] Catherine's role at The Meet Group[27:45]

Ian Colley has worn many hats, from working as a chicken processor in his college days to his current role as CMO at The Trade Desk. He joins the show to share what he's learned about marketing, communications, and data-driven advertising from the variety of roles he's played.In this episode, Alan and Ian discuss the open internet and how it allows you to manage your campaign spend more precisely, reach your entire audience, and make data-driven decisions.In this episode, you'll learn:How to manage your campaign spend more preciselyWhy connected television needs to be a part of your advertising strategyThe importance of data-driven decisions in advertisingKey Highlights [02:00] Ian's career path, from large corporation to startup[04:30] Crossover between communications and marketing[08:30] The power of the open internet[10:30] Reaching your entire market with connected television[13:30] How The Trade Desk helps modern marketers[15:30] The transformation of journalism[17:00] An experience that defines Ian[18:4