Marketing Today with Alan Hart Alan B. Hart

During this 210th episode of “Marketing Today,” host Alan Hart interviews Jake Sorofman, president of MetaCX.

Today, we talk about what it's like to join a company and transition from CMO to president in a global pandemic. We talk about how Sorofman is thinking about company culture. We also discuss MetaCX's founder and the overall vision of the company.

Sorofman describes how his role as chief marketing officer prepared him for his new role at MetaCX. Then he shares his perspective on creating company culture during a global pandemic. He says, "You need to be even more intentional. My feeling is that cultures don't happen by accident." He suggests leaning into the awkwardness of video conferencing and shares that they're engaging their employees in a fun 100 Mile Challenge.

We learn more about MetaCX and why there may be no better time than now for them to launch, given their unique value proposition. Sorofman remarks on the opportunities that are available to us in this unique time. He says, "This is the time of transformation. This is the time of thinking about the things that you couldn't get to when business was robust. It's also a time of thinking about what it's going to look like on the other side." This interview reminds us of the importance of providing value no matter what the circumstances may be.

Highlights from this week’s “Marketing Today”:
Why Jake joined MetaCX. 01:45
Jake's relationship with MetaCX CEO Scott McCorkle. 03:25
How the CMO role prepared Jake to take on the additional responsibilities of president. 04:54
Company culture during the pandemic. 06:37
Learn about MetaCX and what the company is trying to achieve. 09:29
The MetaCX customer. 13:33
Jake's top priority for this year. 14:23
Building a revenue pipeline during a pandemic. 16:45
Is there an experience in his past that defines who he is today? 22:39
What is the advice Jake would give to his younger self? 23:57
The most impactful purchase he has made in the last 6-12 months of $100 or less. 24:48
Are there any brands, companies, or causes that Jake follows that he thinks other people should take notice of? 26:24
Jake’s take on the top opportunity and threat facing marketers today. 28:28

 

Resources Mentioned:
Prior episode 184 with Jake when he was CMO at Pendo
Pendo
Gartner
MetaCX
Scott McCorkle – founder of MetaCX
Announcement of Jake Sorofman as president of MetaCX
Tock
Tim Ferris Show episode 429 with Nick Kokonas, founder of Tock (sorry for not remembering while recording!)
Peloton
Yeti
Patagonia
Yvon Chouinard, founder of Patagonia

 

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https://www.linkedin.com/in/jakesorofman/
https://twitter.com/jakesorofman
https://twitter.com/metacx

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During this 209th episode of “Marketing Today,” host Alan Hart interviews Kelly Gillease, chief marketing officer at NerdWallet.

Today, we talk a lot about Gillease’s experience, which spans about twenty years in startups, travel, EdTech, and search, as well as supporting some of the acquisitions of those startups. We also talk about NerdWallet's venture into using big mass media advertising like TV and brand-building efforts and how she did that. We also highlight Gillease’s background and some of the unique things that she's done in her life and her dual degree in both English and economics from UC Berkeley.

Gillease discusses how addressing the public’s lack of trust in personal finance companies is a big challenge for Fintech. Providing the best financial advice to establish that trust is how NerdWallet approached mass marketing. Gillease notes the drawbacks of performance marketing when she says, “performance marketing is really limited by demand for the category.” As Gillease shares what her team learned from the research that went into the "Money Talks" campaign, she reflects, "Everybody at different income levels, whether you're well off or just barely making it, gets upset about money." Understanding that emotional connection is essential to the NerdWallet brand, which emphasizes optimism. This interview highlights Gillease’s commitment to positive, impactful marketing that helps people address their everyday problems. 

Highlights from this week’s “Marketing Today”:
The American Crossword Puzzle Tournament. 01:21
Kelly's double degree in English and Economics. 04:37
The initial challenges of her job when she joined NerdWallet. 07:07
Kelly's experience with mass media advertising. 10:11
How Kelly’s team approached mass marketing. 13:39
The impact brand efforts had on their business. 15:34
The “Turn to the Nerds” campaign. 19:39
The learning plan around the “Money Talks” campaign. 22:40
The research behind the “Money Talks” campaign. 26:32
NerdWallet's response to coronavirus. 28:29
Is there an experience in her past that defines who she is today? 31:51
What is the advice Kelly would give to her younger self? 33:26
The most impactful purchase she has made in the last 6-12 months of $100 or less. 36:53
Are there any brands, companies, or causes that Kelly follows that she thinks other people should take notice of? 38:29
Kelly’s take on the top opportunities or threats facing marketers today. 41:15

 

Resources Mentioned:
NerdWallet
American Crossword Puzzle Tournament
Hotwire, Trip Advisor, Study Blue (now Chegg)
“Turn to the Nerds” campaign – the company’s first-ever brand campaign in 2018
“Money Questions” campaign
Next Gen Personal Finance
Amazon link to rubber ice cream containers

 

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Connect with the Guest:
https://www.linkedin.com/in/kellythepea/
https://twitter.com/kellpickles
https://twitter.com/nerdwallet

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During this 208th episode of “Marketing Today,” host Alan Hart interviews Kristof Neirynck, chief marketing officer of global brands at Walgreens Boots Alliance.

On the show today, we talk about how Walgreens Boots Alliance has responded to COVID-19. We also talk about Neirynck's portfolio of brands that he manages, store-owned brands, as well as their global CPG portfolio. We talk about the differences in various markets where they're a leader in the U.K. and how they've entered the U.S. market and the Chinese market in recent history. Then we switch gears and talk about his background and career trajectory. We also talk about his love of plants.

Speaking how the Walgreens Boots Alliance has responded to COVID-19 in three stages, Neirynck advises, “These are times when we need to make sure that we bring the relevant products to the market.” He also encourages companies to “Show that you as a brand care and contribute to society.” Neirynck has a perspective on personalization and leveraging first-party data in a CPG environment. He says, "Good personalization is when you don't know that you're being personalized to.” As he reflects about the trajectory of his career, Neirynck suggests, "You need to set audacious goals and go for it." This conversation is about staying relevant, driving growth through marketing, and delivering relevant content.

Highlights from this week’s “Marketing Today”:
Growing up in Belgium. 01:37
Kristof's career path and how he started as an electronics engineer. 02:33
The reasons Kristof landed at Walgreens Boots. 06:18
Walgreens Boots' three-stage response to the COVID-19 crisis. 08:13
Kristof's take on managing CPG brands as well as store-owned brands. 12:50
Managing No. 7 in different markets. 17:07
Capturing the opportunity to leverage first-party data in a CPG environment. 20:31
Launching your brand in a relevant way in different geographic markets. 26:15
Kristof's advice for other marketers wanting to enter the Chinese market. 29:10
Is there an experience in his past that defines who he is today? 30:05
What is the advice Kristof would give to his younger self? 34:18
The most impactful purchase he has made in the last 6-12 months of $100 or less. 36:04
Are there any brands, companies, or causes that Kristof follows that he thinks other people should take notice of? 37:24
Kristof’s take on the top opportunities or threats facing marketers today. 39:00

 

Resources Mentioned:
Ghent, Belgium
Walgreens Boots Alliance
Walgreens
Boots
Procter & Gamble
Ariel
Gucci
Coty
7 brand
Soap & Glory
Botanics
Sleek
Liz Earle
Your Good Skin
Target
Ulta
D2C website for No. 7
Alibaba
Melanie Healey, P&G, Forbes 150 Most Influential Women #13
Rodan + Fields
Mother-in-law’s Tongue Plant

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Connect with the Guest:
https://www.linkedin.com/in/kneirynck/
https://twitter.com/WBA_Global
https://twitter.com/bootsno7

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During this 207th episode of “Marketing Today,” host Alan Hart interviews Vinoo Vijay, the chief marketing officer at H&R Block.

On the show today, Vijay talks about his background growing up and tells us about his job at H&R Block. We talk about the transformation he’s driving there and the advice he has for other marketers in the same role. We also talk about COVID and the response that H&R Block has put into place.

Vijay shares that he attended boarding school at a young age. We then learn about the many achievements that led him to his role at H&R Block. We talk about how H&R Block quickly transformed its business to help clients during the COVID-19 crisis. He says, “If there was ever a moment where needed to help and inspire confidence, it was now.” Vijay shares his approach to leading transformation. He reflects, “I need to find a way to connect people to an idea that is long-term that connects the company towards a transformation.” Throughout this conversation, Vijay brings his focus to how marketing can help a company elevate the client experience and excel at the human relationship.

 

Highlights from this week’s “Marketing Today”:
The story of how Vinoo went to school in another country, away from his parents, at a young age. 01:29
Vinoo's path from boarding school to H&R Block. 03:56
Vinoo's thoughts on working with Jeff Jones. 08:57
An overview of the financial products and solutions H&R Block offers. 12:58
The effect of current tax delays on H&R Block. 15:03
The three mandates Vinoo has focused on in his role. 17:37
The transformation over the past few years at H&R Block. 19:58
Advice to other CMOs. 22:57
Is there an experience in his past that defines who he is today? 25:00
What is the advice Vinoo would give to his younger self? 28:02
The most impactful purchase he has made in the last 6-12 months of $100 or less. 29:04
Are there any brands, companies, or causes that Vinoo follows that he thinks other people should take notice of? 30:43
Vinoo’s take on the top opportunities or threats facing marketers today. 34:22

Resources Mentioned:
H&R Block
H&R Block Tax Resources amid COVID-19

 

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Connect with the Guest:
https://www.linkedin.com/in/vinoov/
https://twitter.com/vijayvinoo
https://twitter.com/HRBlock

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During this 206th episode of “Marketing Today,” host Alan Hart interviews Lauren Sallata, chief marketing officer at Panasonic Corporation of North America.

Today we talk about Panasonic's new campaign launching for the 2020 Olympics, what that partnership means, and how they're going to leverage it both for the marketplace effects as well as with their employees. The interview occurred before the one-year postponement of the 2020 Olympics. We also talk about Sallata's career and her life outside of work in service and foundation work.

Sallata begins by discussing her board service. As we learn about the path her career has taken, Sallata reminds us to "Learn to walk in your customer's shoes." She updates our view of Panasonic as a brand and emphasizes Panasonic's global position. She says, "The red thread that runs through all of our solutions is sustainability and contribution to society." Then we learn about Panasonic's long-term commitment to the Olympic Games. Panasonic's ambitious new ad campaign, #whatmovesus, tells us a lot about where the brand is today and where it plans to be going forward. Sallata also shares some insight into Pansonic’s partnership with Harvard Business Review. This conversation shows us how a brand with a long legacy can continue to be innovative and forward-thinking.

Highlights from this week’s “Marketing Today”:
Lauren discusses how she thinks about service outside of work. 01:28
Lauren shares details about where she has been in her career. 03:10
How Panasonic is different in North America vs. the rest of the world. 05:37
Panasonic's long commitment to the Olympics. 08:14
Pansonic's plans for their 2020 Olympic partnership, #whatmovesus. 09:43
How employees are getting engaged through #whatmovesus. 13:23
Lauren describes other objectives for the #whatmovesus campaign. 15:16
Initial results from Panasonic's partnership with Harvard Business Review. 16:45
Is there an experience in her past that defines who she is today? 18:50
What is the advice Lauren would give to her younger self? 20:28
Are there any brands, companies, or causes that Lauren follows that she thinks other people should take notice of? 23:12
What are the top opportunities or threats facing marketers today? 24:06

 

Resources Mentioned:
Tokyo Olympics 2020 Postponed 1 Year due to COVID-19
Panasonic and the company’s history with the Olympics
Team Panasonic with Michael Phelps and Katie Ledecky
The Arc
Consumer Technology Association Foundation
Salesforce Pledge 1
Microsoft – accessibility efforts
Marketing Today Interview with Raja Rajamannar, CMO of Mastercard

 

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Connect with the Guest:
https://www.linkedin.com/in/lsallata/
https://twitter.com/PanasonicUSA

Connect with Marketing Today and Alan Hart:
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During this 205th episode of “Marketing Today,” host Alan Hart interviews Leland Maschmeyer, the chief creative and strategy officer at Chobani.

On the show today, Maschmeyer shares what he's doing at Chobani and tells us about this unbelievable creative organization he's now leading at the company. We talk about recent campaign work as well as his philosophy on design and business and the intersection between those two things. 

Maschmeyer shares that he built Chobani's internal agency out of a desire to transform Chobani into a creatively-driven culture. Creativity was critical for Chobani's growth plans. He says, "Change requires going through periods of destruction, periods of learning, periods of being unknown." They never wanted to separate their agency from the rest of the organization. Maschmeyer says that his desire to do the best creative work possible has always been at the intersection of design and business. We talk about the strategy they devised for the “Almost Milk” campaign, its visual style, and the campaign’s emphasis on usage and occasion. Throughout this conversation, Maschmeyer highlights the critical importance of creativity and how that drives decisions at Chobani. 

 

Highlights from this week’s “Marketing Today”:
Leland shares some background from his early years. 01:25
How Leland got his start and the path to his role at Chobani. 02:56
How Leland started one of the best internal agencies in the world. 05:11
Why Leland's approach works for him and whether he would recommend it to other companies. 16:23
Leland's experience finding talent. 19:38
Chobani almost never goes outside the company for creative work. 23:01
Leland comments on the state of agencies in today's world. 23:48
Advice for someone just getting started building their in-house agency. 26:36
All about the oat milk Almost Milk brief. 28:43
The rich and graphic visual style of the Almost Milk campaign reminiscent of Norman Rockwell. 33:57
The focus on usage and occasion in the Almost Milk campaign. 35:50
Is there an experience in his past that defines who he is today? 37:32
What is the advice Leland would give to his younger self? 40:03
Are there any brands, companies, or causes that Leland follows that he thinks other people should take notice of? 41:03
Leland’s take on the top opportunities or threats facing marketers today. 43:00

Resources Mentioned:
Chobani
Jay Livingston – Marketing Todayepisode from his Bark Box days
Collins
Brian Collins – co-founder
Almost Milk Campaign (Marketing Dive)
RGB6 (production company in Sweden)
System Dynamics
Indirect Proof (concept)

 

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Connect with the Guest:
https://www.linkedin.com/in/lelandmaschmeyer/
https://twitter.com/leemaschmeyer
https://twitter.com/Chobani

Connect with Marketing Today and Alan Hart:
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