The Marketing Architects

Marketing Architects
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The Marketing Architects

Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

  1. A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

    -1 D.

    A B2B Marketing Masterclass with Jon-Erik Valetti, Head of Marketing at CARFAX

    On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment. In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX.  Topics covered:   [01:00] Why millennials job-hop—and what keeps talent long-term [05:00] Creating shared goals between marketing and sales [10:00] Using a flywheel approach to define team roles[15:00] Building B2B brands within a consumer company[20:00] Why modern B2B buyers want self-guided research [24:00] The marketing experiment that led to angry faxes  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:   2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/  Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/ CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    30 min
  2. Nerd Alert: The "IKEA Effect": When Labor Leads to Love

    -6 D.

    Nerd Alert: The "IKEA Effect": When Labor Leads to Love

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect. Topics covered:    [01:00] "The IKEA Effect: When Labor Leads to Love"[02:00] How DIY assembly affects willingness to pay[03:15] The universal appeal across DIY skill levels[04:00] When the IKEA effect backfires[06:45] Applications beyond physical products[07:30] AI collaboration and user engagement    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.   Resources:  Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011.    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    8 min
  3. Building The “Brand” Case with Tory Pachis, SVP of Marketing at Amica Insurance

    19. NOV.

    Building The “Brand” Case with Tory Pachis, SVP of Marketing at Amica Insurance

    For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation. This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth. Topics covered:  [01:00] Should brand and performance remain separate?[08:00] Transitioning from referral-only to mass marketing[14:00] How TV improves paid search efficiency[20:00] The strategy behind the Celtics partnership[24:00] Moving beyond cost-per-policy metrics[31:00] Why long-form advertising still matters  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resource:   2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/ Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    39 min
  4. Nerd Alert: Why Do Brands Cause Trouble?

    14. NOV.

    Nerd Alert: Why Do Brands Cause Trouble?

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore how brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy. Topics covered:    [01:00] "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding"[02:00] How brand influence has shifted from top-down to consumer-driven[04:00] Cultural engineering and its downfall[05:00] The rise of postmodern consumer culture[08:00] Strategies for authentic brand engagement[09:30] Moving beyond calculated authenticity    To learn more, visit marketingarchitects.com/podcast    Resources:  Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research, vol. 29, no. 1, June 2002, pp. 70-90. Oxford University Press. Available on JSTOR, https://www.jstor.org/stable/10.1086/339922.     Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    14 min
  5. How Brand Wins in an AI World with Lena Waters, CMO at Grammarly

    12. NOV.

    How Brand Wins in an AI World with Lena Waters, CMO at Grammarly

    86% of Grammarly's marketing team reports that AI prompt generation tools have positively impacted their productivity. But how should marketers balance AI efficiency with maintaining brand voice and authenticity? This week, Elena and Angela are joined by Lena Waters, CMO at Grammarly, to discuss how AI is transforming marketing. Together, they explore the evolution of AI tools in marketing, why brand building matters more than ever in the age of AI, and how marketers can effectively measure success across both brand and performance initiatives. Plus, learn why Grammarly's recent TV campaign resonated surprisingly well with the C-suite. Topics covered:  [01:00] How Grammarly approaches AI as both user and creator[09:00] Maintaining brand voice while using AI tools[12:00] Balancing B2B and B2C marketing strategies[19:00] Why TV advertising resonates with the C-suite[24:00] The danger of over-focusing on bottom-funnel metrics[27:00] Lessons from pivoting during COVID-19[31:00] Making AI personal while maintaining trust  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:   2024 MarketingWeek Article: https://www.marketingweek.com/generative-ai-isnt-marketings-future-its-already-part-of-its-present/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    35 min
  6. Nerd Alert: Loyal Customer or Repeat Purchaser?

    7. NOV.

    Nerd Alert: Loyal Customer or Repeat Purchaser?

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore the difference between brand loyalty and repeat purchasing. They discuss how brands can misinterpret habitual buying as true loyalty. Topics covered:    [01:00] "Brand Loyalty Versus Repeat Purchasing Behavior"[02:00] Examples of brand loyalty vs. habitual purchasing[04:00] Distinction between repeat purchasing and brand loyalty[05:10] Brands with the most loyal customers[07:00] Surprising entries on the brand loyalty list[09:00] Importance of mental and physical availability    To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.   Resources:  Jacoby, J., & Chestnut, R. W. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. *Journal of Marketing Research*, 10(1), 1-9. https://doi.org/10.2307/3149402    Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    12 min
  7. Optimizing Your Media Mix with Richard Kirk

    5. NOV.

    Optimizing Your Media Mix with Richard Kirk

    Brands are spending 3X too much on social media according to new analysis of data from 140 advertisers. The research suggests social spend should drop from 13% to just 4% of media budgets, with the difference reallocated to more effective channels like TV. This week, EssenceMediacom UK's Chief Strategy Officer Richard Kirk joins Elena, Angela, and Rob to explore research on media effectiveness. They discuss why marketers overvalue digital channels, the resurgence of TV advertising, and how streaming platforms' shift to ad-supported models is changing the media landscape. Plus, hear about the UK's robust marketing effectiveness culture and what US marketers can learn from it. Topics covered:  [01:00] New analysis reveals major media mix imbalances[06:00] Why 60% of advertising impact comes after three months[09:00] How the Media Mix Navigator tool optimizes spend[13:00] UK's marketing effectiveness culture and research[17:00] Streaming platforms' return to ad-supported models[21:00] The resurgence of TV-style advertising formats    To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.    Resources:  2024 Media Leader Article: https://uk.themedialeader.com/brands-could-be-spending-three-times-too-much-on-social-you-read-that-right/ Profitability 2 Report: https://www.thinkbox.tv/research/thinkbox-research/profit-ability-2-the-new-business-case-for-advertising Media Mix Navigator: https://www.thinkbox.tv/training-and-tools/media-mix-navigator/media-mix-navigator Richard Kirk’s LinkedIn: https://www.linkedin.com/in/richkirkmedia/   Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    24 min
  8. Nerd Alert: The Effectiveness of Fear

    31. OKT.

    Nerd Alert: The Effectiveness of Fear

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this Halloween special, Elena and Rob explore the impact of fear-based messaging in advertising and public health campaigns. They discuss when fear appeals are most effective and how to strike the right balance. Topics covered:    [01:00] "Appealing to Fear: A Meta-Analysis of Fear Appeal Effectiveness and Theories"[02:35] Real-world examples of fear-based advertising[05:10] Short-term activation vs. long-term branding with fear appeals[08:40] The importance of efficacy statements in fear-based messages[09:50] Linear vs. curvilinear models of fear appeal effectiveness[10:30] How audience characteristics impact fear appeal success    To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.   Resources:  Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracin, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. *Psychological Bulletin*, 141(6), 1178–1204. https://doi.org/10.1037/a0039729     Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    13 min
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Om

Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

Informasjon

  • Skaper
    Marketing Architects
  • År i produksjon
    2023 - 2024
  • Episoder
    124
  • Vurdering
    Ren
  • Copyright
    © Marketing Architects
  • Vis nettsted
    The Marketing Architects

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