You Should Talk To YouShouldTalkTo

In this episode, Rachel Smith, VP of Marketing at Sky Zone, joins our host Daniel Weiner. Rachel shares insights from her journey from being a radio host to her current role in marketing, reflects on changes in consumer behavior throughout her career, and why you shouldn’t take things personally in this industry. 
Their conversation kicks off with Rachel's observation about the shift in marketing strategies companies need to make to reach younger generations. She advocates for more sincerity and storytelling in content to address fatigue from constant sales pitches. Rachel emphasizes the importance of adapting to meet the evolving needs of consumers, especially in a world saturated with marketing messages.
Daniel chimes in with a hilarious anecdote about AT&T's mishandling of a service outage, which highlights the need for authenticity and transparency in brand messaging. Rachel agrees and stresses the importance of follow-through after issuing apologies or promises to customers. Customers want to be seen and heard - so explaining how this outage happened, how they’re going to fix it, and how it’s never going to happen again, is crucial to earning your customers' trust. 
Rachel also offers advice to agencies and vendors seeking to collaborate with marketing leaders like herself. She stresses the importance of building genuine connections and avoiding overly aggressive sales tactics. Rachel encourages a more thoughtful and empathetic approach to outreach, highlighting the value of respectful communication. For example, having a mutual colleague tee up a conversation is much better than cold pitching your product to strangers on LinkedIn. 
Check out this week’s episode to hear more about Rachel Smith’s strategies for creating meaningful connections and fostering creativity in the marketing industry.


Guest-at-a-Glance
💡 Name: Rachel Smith, VP of Marketing at Sky Zone
💡 Where to find them: LinkedIn

Key Insights:
They Called My Baby Ugly 
Rachel Smith, VP of Marketing for Sky Zone, shares a pet peeve she has working in the marketing industry. It's those messages saying, “I looked at your website performance and I can improve it by doing X, Y, and Z. Calling her website, her baby, “ugly” is a sure-fire way to ensure you never get a message back


Don’t Take It Personally 
Not aligning on a project the first time around is not a big deal. In fact, it can make you and the client closer as you get a clearer picture of what they actually want. As long as you are gracious and you don’t take it personally, this moment will just be a bump in a very long road ahead. 


The Ethics of AI
Rachel Smith, VP of Marketing at Sky Zone, expressed her excitement for AI in the marketing industry. She and her team are finding a comfortable balance between ethics and efficiency so that everyone is satisfied. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Brandy Blackwell, VP of Marketing at the Another Broken Egg Cafe. Brandy is a strategic powerhouse all about optimizing her marketing strategy in 2024 and beyond.  
Marketing has changed drastically in this post Covid world and one of the things Brandy noticed is that people are aging into their social media platforms. Boomers and Gen Xers are on Facebook. You can’t even find a 20-something-year-old on Facebook. And 20 somethings and younger are on TikTok. Knowing where your audience is on social media will be a game changer in the next few years. 
Brandy also predicts that the next six months are going to be a little difficult economically, so you need to be able to be patient. Focus on those key business drivers and do what works for you rather than whatever everyone else is doing. Right now is the time to really personalize your strategy and make sure that what you’re doing is what’s best for your company and your franchisees. 
There’s the right way to give gifts and there’s the wrong way to give gifts. Brandy says that she will accept reasonable gifts if she doesn’t know they’re coming in the mail. But super grandiose gifts from people she’s never spoken to, or spoken to once or twice, is a big red flag. Especially when the sales people start to expect something because of the gift. 
This episode is full of great strategic advice for anyone looking to fine tune up their marketing strategy in 2024. 

Guest-at-a-Glance
💡 Name: Brandy Blackwell, VP of Marketing at Another Broken Egg Cafe
💡 Where to find them: LinkedIn

Key Insights:


Push and Pull
Brandy Blackwell, VP of Marketing for the Another Broken Egg Cafe, says that she needs a bit of pushing pull from her SMEs to execute the best marketing strategy she can. If you have ideas, she wants to hear them now, not after the fact. 


“Are we in a Recession?” 
When asked what keeps her up at night, Brandy said the state of the economy for the next six months. There are signs that the next few months are going to be a bit rough. But if your strategy is personalized for your company and you’re not chasing trends, you’ll be alright.


Overwhelmed with Tech Options
There are so many new programs and software out there that it’s hard to keep track! It’s overwhelming to figure out if you should switch out your program for a new one and if the cost of the switch is worth it. At the end of the day you have to keep an eye on the money and make a strategic decision. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Erin Levzow, CMO of the Museum of Ice Cream. Erin shares all the ins and outs of being a CMO for a company that sells joy. 
Erin says that one of her favorite things about marketing is that it can be incredibly algorithmic. She can take a look at the data and know what she needs to do based on their findings. If the audience does this, she’ll do that. And she finds that she can be more creative with this mathematical thinking.  
As the leader of her department, she shares that the best thing that you can do is be prepared to be spontaneous. She will always value her plans, but she knows that life can be unexpected and affect her work very quickly. So she has learned to be flexible. That way she can keep a level head and pivot her team towards the next best plan of action.
Erin also talks about the interpersonal relationship skills that you need when cold pitching and working with agencies. More than once she has received emails with the wrong names, rude attitudes, and even gift cards from people trying to bribe her into a meeting with them! None of these tactics, according to her, are going to get you a meeting with anyone. If you’re looking to call or meet with a CMO, consider the basics. Start with knowing their full name and how you can be of value to them. 
This episode offers great advice for CMOs, employees, and agency owners who are looking to polish off their networking techniques and make better connections. 

Guest-at-a-Glance


💡 Name: Erin Levzow, CMO at Museum of Ice Cream
💡Noteworthy: Have a plan, but be prepared to be spontaneous. 
💡 Where to find them: LinkedIn

Key Insights
Math in Marketing Encourages Creativity
Erin Levzow, CMO of the Museum of Ice Cream, explains why she thinks that an algorithmic approach can encourage more focused creativity. She knows that it sounds like the opposite is true - but she has found that once you start to put parameters around an idea, you are more likely to create something innovative and new. She has seen people innovate at a higher rate, test faster, and produce amazing results. 
It’s Going to Go to Sh*t
In response to a question asking how to survive as well as thrive in 2024 as a CMO, Erin answered, prepared to be spontaneous. Always have a plan, always know where you’re going, but be prepared for that plan to go to shit. And it could be for a number of factors: a recession, layoffs, a political year, advertising space - any number of things that are out of your control. Be prepared to be flexible.
Please Don’t be Rude
If we’re talking about cold pitching, Erin has seen it all. People have tried every single way to get her attention. Whether that means being rude in their emails, questioning her budget, or even bribing her with $10 gift cards if she would just take a meeting with them. Not only will this not get you hired, but it will kill your chances of working with her and her company in the future. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Monica Fleury, CMO of 100 Coconuts. Monica tells us all about the changes coming to the marketing industry. She’s provided profound insights into the ever-evolving landscape of marketing, including the fact that customers care about what brands care about. 
Customers want to know what a brand stands for and if they can align with their values. 100 Coconuts, for example, prides itself on authenticity and sustainability. While that would usually live within the company’s mission statement, marketers are now making that information readily available to their customers because their customers are looking for information. Customers will then buy from 100 Coconuts knowing that they are a sustainable brand and they themselves align with sustainability. 
Monica also talks about the responsibilities that brands should take when an agency fails to complete a project. There are many reasons that a brand could have sabotaged an agency's work. Things like clear briefs, timelines, and budgets are on the brand to avoid overwhelming agencies. 
It’s also important to reward the vendors that invest in you. Monica tells us the story about how she was auditing her company's vendor list and increased the rates of the vendors who did consistently good work. And she raised their rates without asking them. Monica says it’s important to invest in your vendors because they invest in you too. 
This episode offers great insights into the current cultural shift in the marketing industry and agency dynamics. 

Guest-at-a-Glance
💡 Name: Monica Fleury, CMO at 100 Coconuts
💡Noteworthy: She believes in investing in your agencies and your vendors. The more you invest in them the more they invest in you. 
💡 Where to find them: LinkedIn

Key Insights:
Customers Care About What You Care About
Monica Fleury, CMO of 100 Coconuts, tells us how the industry is changing for both marketers and consumers. The mission statement used to be exclusively for internal use. Now customers want to know what you stand for and what you believe in. So now the mission statement is public and customers align themselves with you if you align with any shared values - like sustainability, for example. 
Unrealistic Expectations 
Monica believes that the unrealistic expectations of brands can traumatize agencies. She says there are good agencies out there, but you can’t expect too much from them when you’re overwhelming them with work and expecting the best results. Things like timelines, budgets, and clear briefs are the responsibility of the brand. 
Authenticity and AI
Monica talks about how she’s been grappling with the idea of using AI in marketing. Her current company’s mission is all about authenticity, and she feels as if AI goes against that mission. So, she’s removed AI from her marketing strategy. It may be more work, but she believes that her customers will appreciate the effort. 

In this episode of YouShouldTalkTo, Daniel Weiner sits down with Kacie Jenkins, the SVP of Marketing at Sendoso. Jenkins shares her unique insights on marketing for an AI-based company and how to manage all the different moving parts. She shares a particularly traumatic story of working with an agency that was way in over their heads and resulted in the company’s website crashing right in the middle of a product launch. 
While it was a traumatizing experience, Jenkins says that the event pointed out specific red flags within the agency that she can look for in the future. Because of the previous agency’s failure, she was recommended a much better fit for the project. The newer agency had much better communication skills and she was able to connect with the team on a human level, rather than the cold, reserved communication she was getting from the previous agency. Jenkins says that the more human approach translates well in start-up spaces while making the client jump through hoops to communicate their needs does not. 
Kacie also recognizes how much pressure can be put on herself and her team. Working in the marketing industry can feel like a bunch of adrenaline rushes, which is very exciting. But it’s also important that everyone on the team has a chance to recharge their batteries. She talks about how she monitors her team to ensure no one burns out. Which can include spa days and gifting! 
Kacie is looking forward to the marketing industry as a whole focusing on a more personal connection with their customers. She wants to see more creativity and risk-taking, rather than focusing on meeting short-term goals as fast as possible. Jenkins believes that AI will help companies make more personal connections and that Sendoso is working in the right direction.
This episode is a must-listen for anyone interested in the more human side of being an SVP in Marketing, and what it takes to be a leader in the startup world.  

Guest-at-a-Glance
💡 Name: Kacie Jenkins, SVP Marketing at Sendoso
💡Noteworthy: Kacie emphasized the importance of self-care within your leadership strategy and making sure no one on your team burns out. 
💡 Where to find them: LinkedIn

Key Insights
MIA: Hired Agency Goes Missing When Website Crashes
Kacie Jenkins, SVP of Marketing at Sendoso, tells us how everything went wrong during a product launch as she recounts a negative agency experience. In hindsight, she could recall some red flags that she thought could be a problem down the line. However, she never expected the agency’s entire team to go missing when they caused a website crash in the middle of a launch. It took hours for Kacie to communicate with someone on the team, and even then it was clear they were way in over their heads.
Embracing the Shift Toward Human-Centric Marketing
Kacie says she’s excited for the resurgence of personalized marketing. She mentioned that marketers want to shift towards more personal, thoughtful, and useful approaches. The two emphasize the shifting focus toward creating meaningful connections with their audiences. She’s also looking forward to seeing brands embracing creativity and experimentation, and moving away from a strict focus on short-term goals. 

In this episode of You Should Talk To, host Daniel Weiner sits down with Helen Piña, the VP of Marketing at White Cup. Helen dives deep into the world of CRM solutions tailored specifically for distributors. She emphasizes the significance of having a CRM that addresses the unique needs of distributors, given the vast array of generic CRM options available in the market.
Helen passionately shares her belief in the importance of product marketing. She argues that a strong product marketing foundation is essential for any marketing endeavor to succeed. Without understanding the target audience, their problems, and how a solution addresses those problems, other marketing strategies risk falling flat.
The conversation takes a light-hearted turn as they discuss the challenges of defining White Cup's messaging and the humorous moments they shared during the podcast recording. Through it all, the episode offers valuable insights into the marketing landscape and the role of CRM in it.
Guest-at-a-Glance
💡 Guest: Helen Piña, VP of Marketing at White Cup
💡Noteworthy: Helen Piña, VP of Marketing at White Cup, specializes in distributor-tailored CRM solutions.
💡Where to find Helen: LinkedIn 

Key Insights:
The Power of Product Marketing:
Helen Piña underscores the pivotal role of product marketing in any business venture. She passionately believes that without a solid foundation in product marketing, other marketing strategies are bound to falter. Helen emphasizes that understanding the target audience, their challenges, and how a solution addresses those challenges is paramount. Without this understanding, even the most sophisticated digital marketing or demand generation campaigns might not hit the mark. In essence, product marketing lays the groundwork for all other marketing endeavors, ensuring they resonate with the intended audience.


White Cup's Unique CRM Offering:
White Cup stands out in the crowded CRM market by offering solutions tailored specifically for distributors. Helen highlights that while there are numerous generic CRM options available, distributors have unique needs that require specialized solutions. White Cup's CRM not only addresses these specific needs but also empowers distributors with tools to harness their data effectively, driving revenue and ensuring business growth.


The Challenges of Messaging:
During the episode, there's a candid moment where Helen grapples with succinctly defining White Cup's messaging. This moment underscores a broader challenge many companies face: crafting a clear, compelling message that resonates with the target audience. Helen's candidness offers a relatable glimpse into the intricacies of marketing communication and the importance of getting it right.