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Alan Hart, host of Marketing Today, goes behind the scenes with the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

Marketing Today with Alan Hart Alan B. Hart

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    • 5.0, 1 betyg

Alan Hart, host of Marketing Today, goes behind the scenes with the world's best chief marketing officers and business leaders. Listen in to learn their strategies, tips and advice. What makes a great brand, marketing campaign, or turnaround? Learn from the experience and stories of these great marketing and business leaders so you can unleash your potential.

    Real Growth for All with Marc de Swaan Arons

    Real Growth for All with Marc de Swaan Arons

    During this 219th episode of “Marketing Today,” host Alan Hart interviews Marc de Swaan Arons, founder of the Institute for Real Growth.

    Today we talk about what the Institute for Real Growth focuses on and what it hopes to achieve for all stakeholders. We discuss how the Institute for Real Growth is helping marketers and CEOs realize that growth potential.

    De Swaan Arons begins by describing the journey to founding the Institute for Real Growth, which involved thousands of interviews with brand heads and an initiative to understand the role of marketers in organizations that outperform others in long-term growth. They created an independent organization to meet the needs of CMOs without selling anything. As de Swaan Arons describes it: “We connect those CMOs and other senior growth leaders to benchmarking, research, best practices, experts, but most importantly, other practitioners around the themes of real growth.”

    We discuss the importance of driving growth for all stakeholders and shifting away from shareholder primacy. De Swaan Arons says, “The new reality is going to have to be a far more balanced equation of value creation, yes, for shareholders, but also for our colleagues and our communities and our customers." He reminds us that businesses were initially created for communities. Our conversation is about the importance of growth for everyone involved.

     

    Highlights from this week’s “Marketing Today”:
    What attracted Marc to Woodstock, NY. 01:29
    How Marc became interested in marketing. 03:00
    The events that led to the founding of The Institute for Real Growth. 05:41
    The Institute for Real Growth's mission. 14:26
    The Institute's progress after one year. 15:06
    Their pivot from in-person meetings to an online program when COVID hit. 17:04
    The Humanizing Growth webcast series. 19:06
    Conclusions from the Initiative for Real Growth. 21:13
    Businesses were initially created for communities. 23:40
    The Institute's focus on CMOs. 26:21
    How CMOs can get engaged with the Institute for Real Growth. 29:35
    The Institute's end goal. 32:04
    Marc shares a defining experience. 35:20
    Marc shares about an impactful purchase he made in the last 6-12 months. 37:32
    Are there any brands, companies, or causes that Marc follows that he thinks
    other people should take notice of? 38:20
    Marc’s take on the top threat facing marketers today. 40:49

     

    Resources Mentioned:
    Institute for Real Growth
    Woodstock, NY
    Airstream Trailer
    Frank van den Driest (co-founder)
    Rotterdam School of Management
    Marc de Swaan Arons
    Unilever
    WPP/Kantar Effective Brands Acquisition
    Imagine (founded by Paul Polman)
    Bill Gates Davos 2008, Marc Benioff, Business Roundtable, BlackRock CEO, Larry Fink, Letter
    Edelman Trust Barometer
    Institute for Real Growth Graduates
    RODE NT microphone
    Amazon
    Dove Real Beauty – Courage is Beautiful Campaign

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/marcdeswaanarons
    https://twitter.com/mdeswaanarons
    https://twitter.com/IRGRealGrowth

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show: https://www.patreon.com/marketingtoday

    • 43 min
    Creating Human Connection in CX with Deloitte's Tim Greulich

    Creating Human Connection in CX with Deloitte's Tim Greulich

    During this 218th episode of “Marketing Today,” host Alan Hart interviews Tim Greulich, managing director at Deloitte and the operational customer experience practice leader.

    On the show today, we talk about the latest report from Deloitte Digital called "Creating Human Connection at Enterprise Scale." We discuss why creating a human connection is essential in today's service economy, how companies should be thinking about it, and why it's so hard.

    In our discussion of "Creating Human Connection at Enterprise Scale," Greulich begins by discussing the big questions that inspired the report. He provides advice for companies that want to be more human. Greulich says, "I think it's a recognition that people are complex." We can design for this complexity and embrace it. The report found that when companies create strong relationships with their customers, they become more forgiving and price-insensitive over time. Relating to your customer can make you more competitive, and may even provide you with more data. Greulich says, "If used the right way, relating opens up a whole new set of information for your company." We also discuss how this approach impacts your business results and the challenges of building relationships with customers.

     

    Highlights from this week’s “Marketing Today”:
    Tim's path to Deloitte. 01:11
    The impetus behind Deloitte's latest report. 04:11
    How companies can be more human. 05:39
    The emotional component to Deloitte's findings. 07:56
    Designing flaws to create “wow” moments. 11:09
    Is designing a great product or service enough? 11:32
    How relationships affect business results. 13:53
    Challenges in building relationships with customers. 15:10
    Turning digital breadcrumb trails into something that comes off as more human. 17:57
    Tim shares a defining experience. 22:00
    Tim reflects on advice he would give to his younger self. 23:02
    Tim shares about an impactful purchase he made in the last 6-12 months. 24:17
    Are there any brands, companies, or causes that Tim follows that he thinks
    other people should take notice of? 25:47
    Tim’s take on the top opportunity and threat facing marketers today. 27:54

     

    Resources Mentioned:
    Deloitte and Deloitte Digital
    Creating Human Connection at Enterprise Scale
    Grand Canyon National Park
    #VandyBoys – Baseball Team
    Tim Greulich

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/tim-greulich-404a06/
    https://twitter.com/tgreul
    https://twitter.com/Deloitte
    https://twitter.com/DeloitteDigital

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show: https://www.patreon.com/marketingtoday

    • 30 min
    Engaging Gen Z with JUV Consulting

    Engaging Gen Z with JUV Consulting

    During this 217th episode of “Marketing Today,” host Alan Hart interviews Ziad Ahmed and Shaina Zafar, executives at JUV Consulting.

    On the show today, we talk about how these young entrepreneurs began their already remarkable careers and JUV’s first big break. We talk about JUV’s purpose-driven mission and its unique workforce of Gen Z consultants.

    Ahmed and Zafar share how JUV has innovated and grown beyond their expectations. They emphasize their focus on big purpose-driven ideas. Zafar says, "As a purpose-driven company, we always think about people and purpose first." They explain their services and provide the example of fourteen-year-olds consulting with Fortune 500 companies on campaigns that are fundamentally disruptive. They emphasize that JUV is not business as usual, and they do not believe their clients are always right.  Ahmed speaks with passion when he says, "I would rather lose every client that we have by speaking truth to power than ever gain a single client by being something that we're not." As they discuss the significant events of 2020, they speak with hope about the future. Ahmed says, "We exist to empower young people. That was always true, and we've always shown up for that." We have an exciting conversation that highlights young entrepreneurs that are genuinely making a unique impact. 

    Highlights from this week’s “Marketing Today”:
    How JUV began. 02:27
    Concerns and worries JUV faced in the first couple of years. 04:13
    JUV's first big break. 06:32
    JUV's services. 08:11
    Shaina's daily life. 09:49
    How they get started with clients. 12:11
    JUV's unique market positioning. 15:19
    The impact of 2020 on JUV. 18:54
    How JUV differentiates itself. 25:34
    Shaina and Ziad reflect on their purpose. 30:28
    JUV’s long-term goals. 35:19
    Shaina shares a defining experience. 37:36
    Ziad shares a defining experience. 40:22
    Shaina reflects on advice she would give to her younger self. 43:00
    Ziad reflects on advice he would give to his younger self. 44:56
    Ziad shares about an impactful purchase he made in the last 6-12 months. 46:41
    Shaina shares about an impactful purchase she made in the last 6-12 months. 47:22
    JUV’s take on the top opportunity and threat facing marketers today. 49:41

     

    Resources Mentioned:
    JUV Consulting
    Ziad Ahmed
    Shaina Zafar
    Jansport TikTok Challenge
    Blue Light Glasses
    Airpods
    Moleskin Notebook
    Muji Pen
    Muji Gravity Pencil
    Leuchttrum1917 Notebook

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC ) 

    Connect with the Guest:
    https://www.linkedin.com/in/ziad-ahmed/
    https://twitter.com/ziadahmed
    https://www.linkedin.com/in/shainazafar/
    https://twitter.com/ShainaZafar
    https://twitter.com/JUVConsulting

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show: https://www.patreon.com/marketingtoday

    • 51 min
    Invisible forces controlling conversations with Yonder CMO Lisa Roberts

    Invisible forces controlling conversations with Yonder CMO Lisa Roberts

    During this 216th episode of “Marketing Today,” host Alan Hart interviews Lisa Roberts,  the chief marketing officer at Yonder, an AI SaaS company. 

    Today, we talk about Roberts' long history in Texas and then move into how her work at Yonder applies to recent waves of communication about coronavirus and the protests for racial equality and social justice. We talk about the implications these waves have for brands and marketers and what Roberts thinks we need to be watching.

    Roberts shares how Yonder helps brands understand their market by looking at the activity of highly aligned online groups. She says, “If you can understand how ideas originate and take hold online, you can understand the groups and motivation behind those ideas." We talk about how marketers can break down complex conversations to understand where individual narratives emerge and spread. Roberts discusses the reality of what brands will need to go through as they decide how to respond to current events. She reminds us, “There is no playbook for what we're going through right now.” She shares the advice she’s giving to brands as they navigate this new territory. This discussion underscores the importance of knowing which conversations to pay attention to today.

     

    Highlights from this week’s “Marketing Today”:
    Lisa's long history living in Texas. 01:44
    Yonder's mission. 04:02
    How Yolo got into understanding factions. 06:04
    How marketers can think about breaking down complex conversations. 08:21
    High emotions are impacting the spread of information. 12:47
    The Costco face mask policy. 13:54
    How narratives around protests for racial equality and social justice have been shaped online. 18:49
    Brands need to be thinking about their actions as much as their words. 23:04
    The advice Yonder is giving brands about how to understand factions. 24:47
    Backlash in the NFL over executive actions. 29:47
    Is there an experience in her past that defines who she is today? 30:52
    What is the advice Lisa would give to her younger self? 33:25
    The most impactful purchase she has made in the last 6-12 months of $100 or less. 35:06
    Are there any brands, companies, or causes that Lisa follows that she thinks other people should take notice of? 37:01
    Lisa’s take on the top opportunity and threat facing marketers today. 39:52

     

    Resources Mentioned:
    Yonder
    Texas
    Jonathon Morgan - CEO of Yonder
    Coronavirus
    Costco Face Mask Story
    #blacklivesmatter
    RecTrek Pants https://www.outdoorvoices.com/products/rectrek-pant
    Fortnite Monopoly https://amzn.to/3ed8zCE
    Layla Saad - https://www.instagram.com/laylafsaad/
    Emmanuel Acho (athlete) - https://twitter.com/thEMANacho - Uncomfortable Conversations with a Black Man
    PrivtoProg - https://www.instagram.com/privtoprog/ (Instagram)
    Andy Roddick Foundation - https://www.arfoundation.org/

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/lisa-robertson-roberts/
    https://twitter.com/therealyonder

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show: https://www.patreon.com/marketingtoday

    • 43 min
    Refreshing a Brand and Person with NI's CMO Carla Piñeyro Sublett

    Refreshing a Brand and Person with NI's CMO Carla Piñeyro Sublett

    During this 215th episode of “Marketing Today,” host Alan Hart interviews Carla Piñeyro Sublett, chief marketing officer at NI.

    On the show today, we talk about Piñeyro Sublett's background. She started at Dell, then became the CMO at Rack Space. We also talk about the year she took off to find ubuntu. Our conversation covers renewal within ourselves and how to bring our work and personal lives together.

    Piñeyro Sublett's begins by talking about her year of finding ubuntu when she took a year off from work and focused on reconnecting with the things and people that mattered most to her. She reflects, “I had to figure out who I was without work." We talk about Piñeyro Sublett’s career journey and her long tenure at Dell. Then we dive into her current role at NI and its relaunch, which focuses on the impact of the engineer. She says, "We are setting out to elevate the role of the engineer in society and tell their stories." Piñeyro Sublett reflects on how her year off made her more of a heart-led leader. She shares about her approach to organizational change, her passion for bringing more diversity to her industry, and NI’s social impact investing. Piñeyro Sublett reminds us that "work and the work that we do is one of our greatest platforms to do good." This an inspiring conversation about valuing connection and leading with a bold vision.

    Highlights from this week’s “Marketing Today”:
    Carla's year of finding ubuntu. 01:29
    Carla's blog about her year traveling the world with her family. 02:56
    How the year off changed Carla. 03:46
    How Carla's career journey prepared her to be a CMO. 05:16
    Dell's culture when Carla worked there. 06:34
    Carla's role as the first CMO at NI. 07:53
    The relaunch and rebrand of NI. 08:46
    What NI does. 10:34
    The changes Carla is making to the marketing organization. 11:19
    Carla reflects on her roots in sales. 12:53
    How Carla's year off led to her focus on connection. 14:02
    Carla's approach to getting everyone on board with organizational change. 15:01
    Carla's passion for bringing more diversity to her industry. 15:57
    NI's social impact investing in the local community. 18:35
    The Henry Crown Fellowship at the Aspen Institute. 20:11
    Is there an experience in her past that defines who she is today? 21:12
    Carla’s go-to drink. 22:12
    What is the advice Carla would give to her younger self? 22:30
    The most impactful purchase she has made in the last 6-12 months of $100 or less. 22:56
    Are there any brands, companies, or causes that Carla follows that she thinks other people should take notice of? 23:28
    Carla’s take on the top opportunity and threat facing marketers today. 25:38

     

    Resources Mentioned:
    NI
    Rackspace
    Dell
    Finding Ubuntu – Travel Blog over Carla and her family’s year off
    Rebrand of NIas the company calls on all to engineer ambitiously
    https://www.austincf.org/resources/austin-community-foundation-supported-by-the-national-instruments-fund-makes-1-million-impact-investment-loan/
    Community Foundation of Austin and CEO Mike Nellis
    Favorite Drink - Ranch Water Recipe

     

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/pineyrosublett/
    https://twitter.com/pineyro
    https://twitter.com/NIglobal

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show: https://www.patreon.com/marketingtoday

    • 27 min
    CMO Role and Search Demystified with Korn Ferry's Zach Peikon

    CMO Role and Search Demystified with Korn Ferry's Zach Peikon

    During this 214th episode of “Marketing Today,” host Alan Hart interviews Zach Peikon,  who specializes in senior-level executive search for chief marketing officers, chief growth officers, and other sales and digital leaders at Korn Ferry.

    Today, we talk about demystifying the executive search function, the types of characteristics they're looking for in the next generation of CMOs, and the differences required to make the transition from chief marketing officer to GM or CEO.

    Peikon shares how he became involved in the world of executive search; then, he provides insights into what CMOs are most concerned about right now and discusses the volatile position CMOs have in the C-Suite. Peikon says, “Digital transformation was critical before and is of even more importance now." We talk about the characteristics of a best-in-class CMO. He says, “Best-in-class CMOs understand how to manage ambiguity, engage and inspire others, develop a strategic vision, and drive results. They're adaptable, confident, and curious. And they're resilient in the face of obstacles and they can work collaboratively across an organization.” Peikon demystifies the executive search process, and we learn how CMOs can position themselves for GM and CEO roles. This discussion offers a valuable perspective on how to differentiate yourself as a marketing leader. 

    Highlights from this week’s “Marketing Today”:
    Zach's path to executive search. 01:33
    How CMOs perceive the challenges and opportunities ahead. 04:22
    How the CMO role is evolving in light of COVID. 06:54
    Defining a best-in-class CMO. 09:24
    What CEOs today want from their CMOs. 11:59
    Demystifying the executive search process. 15:06
    Zach's advice for marketers wanting to move into GM and CEO roles. 17:45
    Zach's thoughts on bringing representatives from marketing into the board room. 20:36
    Is there an experience in his past that defines who he is today? 22:58
    What is the advice Zach would give to his younger self? 25:31
    The most impactful purchase he has made in the last 6-12 months of $100 or less. 27:16
    Are there any brands, companies, or causes that Zach follows that he thinks other people should take notice of? 28:25
    Zach’s take on the top opportunity and threat facing marketers today. 30:24

    Resources Mentioned:
    Korn Ferry
    research from Deloitte
    Allbirds
    Mack Weldon
    Nike – Never Too Far Down
    Headspace
    LinkedIn Learning

    Subscribe the podcast:
    Listen in iTunes (link: http://apple.co/2dbdAhV)
    Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
    Listen in Spotify (Link: http://spoti.fi/2mCUGnC )

    Connect with the Guest:
    https://www.linkedin.com/in/zachary-peikon-0585934/
    https://twitter.com/Korn_Ferry

    Connect with Marketing Today and Alan Hart:
    http://twitter.com/abhart
    https://www.linkedin.com/in/alanhart
    http://twitter.com/themktgtoday
    https://www.facebook.com/themktgtoday/
    https://www.linkedin.com/company/marketing-today-with-alan-hart/

     

    Support the show: https://www.patreon.com/marketingtoday

    • 32 min

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