10 episodes

CultivatED Marketer is a bi-weekly podcast focusing on the Midwest marketing communications community — and, more specifically, the professional development needs of that community. This community has traditionally been very strong over the past two to three decades evidenced by:



*Vibrant corporate communications groups

*Excellent (and a large number of) mid-size and large agencies

*Notable professional development organizations

*Growing start-up, entrepreneurial community of past 12-15 years has spurred need for more niche communication and solo practitioners



Our mission at CultivatED Marketer is to help grow brand YOU …

CultivatED Marketer Cultivated Marketer

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    • 5.0 • 1 Rating

CultivatED Marketer is a bi-weekly podcast focusing on the Midwest marketing communications community — and, more specifically, the professional development needs of that community. This community has traditionally been very strong over the past two to three decades evidenced by:



*Vibrant corporate communications groups

*Excellent (and a large number of) mid-size and large agencies

*Notable professional development organizations

*Growing start-up, entrepreneurial community of past 12-15 years has spurred need for more niche communication and solo practitioners



Our mission at CultivatED Marketer is to help grow brand YOU …

    Cultivated Marketer Ep. 16 – Eric Hughey

    Cultivated Marketer Ep. 16 – Eric Hughey

    Welcome to CultivatED Marketer …







    In this 16th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Eric Hughey. Eric is the founder of the GenWhy Leaders Podcast, which he started to inspire fellow millennials to become the next generation of business leaders and entrepreneurs. Eric is also the owner of Vessel Media, which guides publishers and media brands to new revenue streams through the monetization of new digital products, as well as Leverage Lab, a first-party data consultancy that specializes in creative data and technology solutions. With Eric, we discuss millennial leadership and networking. 

















    CultivatED Marketer Ep. 16 — Eric Hughey Show Notes







    Brent and Matt talk with Eric Hughey, founder of the GenWhy Leaders Podcast.









    * Brent and Matt spend some time discussing the important of mentorship and networking. They reflect on the recent passing of local Kansas City marketing giant, Howie Boasberg, who had been a teacher and role model to Matt. Matt mentions how Howie worked to help young people in marketing see that they didn’t need to go out to the coast — you could find great opportunities right here in Kansas City.

    * In fact, two of Cultivated Marketer’s previous guests — Mike Swenson (Ep. 6 and Ep. 7) as well as Kristen Majdanics (Ep. 11 and Ep. 12) had worked for Howie at points during their careers.

    * Brent and Matt introduce Eric Hughey as the guest for Episode 16. They’re excited to learn from Eric about millennial leaders, what keeps them motivated, and how they can succeed in a competitive marketplace.

    * Matt asks Eric to share more about his podcast, GenWhy Leaders — why did he start it and what is its mission? Eric says he’s always had an entrepreneurial spirit, and he decided to start with what he knew: interviewing people about leadership, which he is passionate about.

    * Eric mentions the stereotype of millennials — his generation — being looked upon negatively. But as 10,000 baby boomers retire per day through 2030, there are going to be many opportunities for millennials to step into bigger leadership roles. He wanted to interview some of those who had “made it” and had advice for others.







    * The group discusses the “Great Resignation” or the “Great Retirement” which has come as a result of the pandemic, but Eric started his show before the pandemic and has been consistent over the past few years. Matt asks Eric about any of the most memorable moments from his podcast over the years and how many episodes he’s done. Eric says that he’s done about 90 episodes, and he can think of five main tips he’s learned about starting a podcast as well as five general tips to share.

    * When it comes to podcasting, Eric says it’s important to stay within the realm of why you started the podcast and use it as a marketing tool. Next,

    • 40 min
    Cultivated Marketer Ep. 15 – Danielle Bond

    Cultivated Marketer Ep. 15 – Danielle Bond

    Welcome to CultivatED Marketer …







    In this 15th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Danielle Bond. Danielle is the Chair of the International Association of Business Communicators (IABC). Danielle lives in Melbourne, Australia, where she is the CMO for Aurecon in addition to her role in the IABC. We discuss the IABC, professional development organizations, and assembling the right team.

















    CultivatED Marketer Ep. 15 — Danielle Bond Show Notes







    Brent and Matt talk with Danielle Bond, chair of the International Association of Business Communicators.









    * Brent and Matt discuss the IABC their connections to the professional development organization for marketers. Brent is speaking on podcasting at an upcoming IABC conference, and Matt spent three years on the international executive board.

    * Matt asks Danielle to share the story of her career path that lead to where she is now. Danielle says she originally planned to become a lawyer, but she then realized that wasn’t for her. Then, she began working in theatre and radio before she found her way into professional services marketing for a law firm. Since then, she’s spent decades in marketing. She is currently the CMO of Aurecon. 

    * One of the things that makes IABC unique is the focus on the “I” — international. What role does it have to play globally, and what role does it play for the marketers who belong to the organization? Danielle says that we should start with the reason people join these types of organizations in the first place. She joined IABC when she moved to Melbourne from Sydney. It was a new job and a new city where she didn’t have a strong network. IABC became her network.

    * Danielle points to the international aspect of the IABC as an advantage because it gives her access to best practices from around the world. She gives an example: in her day job, if she’s looking for guidance on discussing climate change, she will look to her network in Europe; if she’s doing crisis communication, she might look to the United States.

    * Brent asks Danielle: How is IABC adapting to the future and more effectively marketing its value proposition? Danielle says that the IABC needs to be flexible and meet members where they are. People will need different things depending on where they are in their career and the type of work they do. She also says that, as a marketer, she can see that IABC needs to be better at marketing because right now it is a “well-kept secret” — they should take their own marketing advice.

    * Danielle talks about the concept of shared interest groups that the IABC is moving toward. They are going to set up five groups to pilot the program — whether they are industry-specific, like engineering marketing professionals, or based on a topic such as change management.

    * Matt asks Danielle: Why should people want to be involved in organizations like IABC? Danielle says that there are 1,000 IABC volunteers across the globe that are the backbone of the organization, and they get involved for a variety of reasons. She says that one reasons is a shared commitment to the group’s goals and beliefs that strategic communication can be a force for good in the world. There’s also the relationship aspect. She says it’s not a transactional organization but a relational one.

    * Switching gears, Brent asks Danielle what the skills and attributes are that she looks for assembling a team. Danielle says she looks for technical ability. But while she looks for skill, she hires more for attitude, propensity to learn, curiosity, and whether they are good at working in a team.

    • 43 min
    Cultivated Marketer Ep. 14 – Jessica Best (Part Two)

    Cultivated Marketer Ep. 14 – Jessica Best (Part Two)

    Welcome to CultivatED Marketer …







    In this 14th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, bring part two of their chat with Jessica Best, Vice President of Data-Driven Marketing at Barkley. In part two of a two-part discussion, we discuss tips Jessica has for becoming a speaker, her involvement in the Kansas City community, her work with KCUR, and what qualities she looks for in a teammate.

    If you haven’t listened to part one, don’t miss it. We chat email marketing and Jessica’s work as an international speaker. About Jessica: She leads a team who drives customer-centric marketing through data-driven analytics and insights — with a spectrum of clients from Dairy Queen to Planet Fitness. Jessica is a world-renowned expert who has spoken about email marketing internationally, and she says she goes from “zero to maximum email marketing geek in less than 60 seconds.”







     









    Jessica Best, VP of Data-Driven Marketing at Barkley









    CultivatED Marketer Ep. 14 (Part 2) — Jessica Best







    Brent and Matt chat with Jessica Best, VP of Data-Driven Marketing at Barkley.













    * Matt starts out by asking Jessica what advice she has for people who are looking into becoming speakers. Jessica says you might be surprised who is open to the idea of free education; for example, Nonprofit Connect has reached out to her year after year and she says yes. She always says yes to colleges and universities, too. Jessica says this is a great way to get started and get practice because educators are looking for people who are doing “it” — marketing, or whatever your specialty is — every day.

    * Jessica says it’s important to remember you’re not getting up and singing or giving a speech. You’re teaching people what you do, which can make you feel more confident as a speaker. She also says it’s very rewarding when people are paying attention and trying to put the pieces of what you’ve taught them together, and she sees this a lot at business conferences.

    * Brent highlights Jessica’s civic mindedness and asks about her role on the community advisory board for KCUR. What does that mean? Jessica says it’s a way for members of the Kansas City community to come together and give input and be involved in discussions with the radio station, which is the KC affiliate of NPR.

    * She’s also part of Generation Listen, which is for young radio listeners, and Jessica is the chair of that group. She mentions her past position as the president of the KC Direct Marketing Association, and she jokes that nothing is harder than being the president of a group of volunteers who don’t have to listen to you.

    * Jessica shares about her role as a board member for nonprofit music group, Te Deum, which she says has the goal of feeding people spiritually through music. She says if you’ve ever heard music or chants and felt “churched” in a way that feeds you spiritually, that’s what Te Deum is about, and the group has a diverse range of music they perform. She said when something speaks to her like that, she’s always happy to join another organization as a board member.

    * Matt turns the topic toward professional development and asks Jessica what attributes she looks for when hiring or working with new team members.

    • 27 min
    Cultivated Marketer Ep. 13 – Jessica Best (Part One)

    Cultivated Marketer Ep. 13 – Jessica Best (Part One)

    Welcome to CultivatED Marketer …







    In this 13th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Jessica Best, Vice President of Data-Driven Marketing at Barkley. She leads a team who drives customer-centric marketing through data-driven analytics and insights — with a spectrum of clients from Dairy Queen to Planet Fitness. Jessica is a world-renowned expert who has spoken about email marketing internationally, and she says she goes from “zero to maximum email marketing geek in less than 60 seconds.”















    Jessica Best, VP of Data-Driven Marketing at Barkley







    CultivatED Marketer Ep. 13 (Part 1) — Jessica Best







    Brent and Matt talk with Jessica Best, VP of Data-Driven Marketing at Barkley. They’ll discuss data, doing good, and professional development.















    * Jessica Best, who is on community advisory board for KCUR, starts by sharing a fun fact: Her first job was doing radio ad sales for Mix 93.3. She even voiced some of her own ad spots for local vendors. Brent and Matt agree that it was a good first foray into the kind of work she’s doing now, knowing her audience, the market, and the challenges of her clients. * Brent asks what “data marketing” is, and what does it encompass? Jessica says that data-driven marketing is evolved from “CRM” marketing. The biggest use-case is email marketing, which she says almost everyone should be using. Data-driven marketing means starting with a database of information: the input (what do Matt and Brent order at Dairy Queen? They get this information through the app, if they order there) and output, meaning the sales they get and can attribute to their channels (Matt gets a push notification or coupon, and then goes to Dairy Queen two days later. Coincidence? Probably not).* What does the data-driven marketing environment look like for today’s marketer? Brent notes that he heard a statistic saying that a single customer’s email address is worth $40. Jessica says that it’s like “collecting a database of humans that you own,” which she admits sounds pretty weird. She compares that to the cost of paid media, where you’re begging for people’s “eyeballs,” but with data-driven marketing, you have a list of hand-raisers who have opted in and said they like your product.* Jessica talks about the difference between email marketing in 2003 compared to 2021. People sometimes ask her, “You still do email?” like they think it’s on its way out. And while she’s the first to admit that it can’t stand alone — email isn’t an acquisition channel — it has huge ROI and it’s an important part of any marketing strategy.* What’s next for data-driven marketing? Jessica says that it hasn’t changed a lot with different channels, even from back when it was direct mail in the 1960s. The only difference was it was faster and less expensive. The places they see data-driven marketing is growing is through very similar channels, especially those related to mobile. For example, loyalty programs and push notifications that know where you are and what you’re doing.* Jessica talks about how, from an AI perspective, marketing agencies were focused on collecting consumer data back in the early 2010s; as the decade went on, it became more about privacy. Even though our phones and smart speakers are listening to us right now. The data collection won’t go away,

    • 37 min
    Cultivated Marketer Ep. 12 – Kristen Majdanics (Part Two)

    Cultivated Marketer Ep. 12 – Kristen Majdanics (Part Two)

    Welcome to CultivatED Marketer …







    In the 12th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, bring part two of their chat with Kristen Majdanics, Senior Vice President of Firehouse Subs. In part two of a two-part discussion, we discuss attributes of a good team member and the different experiences between working in an agency vs. an organization. They close the discussion with a great case study: where your namesake earned you a free sandwich.







    If you haven’t listened to part one, do. We chat cause marketing and what Firehouse Subs learned through the pandemic. About Kristen: While she currently leads a team of 20 marketing professionals and provides support to more than 1,200 restaurants, Kristen worked for more than a decade at agencies in the Kansas City and Chicago areas. She graduated with a journalism degree from the University of Missouri in Columbia, and she is a former colleague and friend of our very own Matt Tidwell.















    Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs







    CultivatED Marketer Ep. 12 (Part 2) — Kristen Majdanics







    Brent and Matt talk with Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs.















    * Brent starts by asking Kristen what attributes she’s looking for in the people she brings onto her team. She feels the people who have the most success on her team are those who are the most curious, open, and interested to learn. Also, being detail-oriented is important, especially in the people she manages, because she knows they are going to double check all their work. And, of course, someone who is adaptable to changes.* Matt asks Kristen, because she has experience in both, whether she would recommend young marketing professionals to start in an agency or take a deep dive into an organization. * Kristen says she found a lot of value in working at an agency because she got exposure to a lot of different areas and could learn from people in different departments. As she got older and more experienced, she felt more comfortable moving to the corporate side. For a young professional, it depends on where you want to go with your career.* Brent asks Kristen whether there’s another way people can contribute to Firehouse Subs. She says, besides going into their open restaurants, they can donate directly at firehousesubsfoundation.org.* Is there anything else Kristen wants to add? She remembers something else that doesn’t really fit the conversation … a story about working with what you have as well as brainstorming. She recounts a conversation with the CEO in November 2019, spurring a challenge for her team to drive sales with no extra media before the start of 2020. It’s how they came up with “Name Day,” where they announced a different name on social media each day. If that was your name, you could get a free sub. It went to show how limitations can lead to great ideas or campaigns.







    Upcoming CultivatED Marketer Guests







    * Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective,

    • 28 min
    Cultivated Marketer Ep. 11 – Kristen Majdanics (Part One)

    Cultivated Marketer Ep. 11 – Kristen Majdanics (Part One)

    Welcome to CultivatED Marketer …







    In this 11th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs. While she currently leads a team of 20 marketing professionals and provides support to more than 1,200 restaurants, Kristen worked for more than a decade at agencies in the Kansas City and Chicago areas. She graduated with a journalism degree from the University of Missouri in Columbia, and she is a former colleague and friend of our very own Matt Tidwell.















    Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs







    CultivatED Marketer Ep. 11 (Part 1) — Kristen Majdanics







    Brent and Matt talk with Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs. They’ll discuss cause marketing as well as handling the crisis of the pandemic.















    * Brent asks Kristen how cause marketing became part of the DNA of Firehouse Subs. Kristen shares that many people don’t realize Firehouse Subs was actually founded by two firefighters who were brothers in 1994. In the aftermath of Hurricane Katrina in 2005, the brothers wanted to do something to help, so they went to support a group of first responders who traveled from Orlando to help in New Orleans. After that, they realized they wanted to continue supporting first responders as a core tenet of the business.* At that point, the Firehouse Subs Public Safety Foundation was created. The Foundation grants equipment to first responders, and most of the equipment is purchased through donations from guests rounding up purchases in the restaurant, or dropping cash in the coin jar. A few years ago, it got taken a step further, and now a portion of every purchase made at Firehouse Subs goes to the Foundation.* How else can people give to the cause while in-person traffic to the restaurants is down due to the pandemic? Kristen says people can give online either at the Foundation’s website or by rounding up their order with an online purchase.* Matt discusses his recent experience in a Firehouse Subs restaurant and the importance of authenticity in cause marketing, a conversation they also had with Mike Swenson. Matt says that with Firehouse Subs, the connection with the cause is very clear in its messaging.* How has the pandemic changed things for Firehouse Subs? Kristen says she and her team had to function in a quick-turn manner because, while they usually plan content months in advance, they had to make a shift to fundamentals. At first, the most important thing was letting people know that Firehouse Subs restaurants were open. The loyalty program was a big focus in the early days as well.* Customers trended toward wanting to collect points rather than redeem coupons for free combos. Other insights Kristen’s team picked up on: more group orders or family meals rather than office lunches, and more focus on comfort food such as melty cheese on their sandwiches.* They also created a special fund for people to donate toward buying a meal for first responders in the context of health care workers, and they saw a large response from the community.* To finish out part one of the interview with Kristen, Matt shifts the conversation toward careers. How has Kristen transitioned into a leadership role? Kristen says it’s important to find the balance between “letting go” and trusting other people to do the job … while also being accountable for what they do. She says that makes it even more important to hire people you trust.







    Upcoming CultivatED Marketer Guests

    • 31 min

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