Remarkable Marketing

By: Caspian Studios Ian Faison
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  • Summary

  • Marketing lessons from Hollywood, B2C, B2B and beyond! “A smart, goofy show that blends marketing, Hollywood, advertising and pop-culture. A must-listen for any marketer looking for fresh ideas.” - Oprah and Tom Hanks, simultaneously Hosted by Ian Faison and produced by Meredith Gooderham. Sound design by Scott Goodrich. Created by the team at Caspian Studios.
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Economics Leadership Management Marketing
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Episodes
  • Olympics: B2B Marketing Lessons on Making Big Content Investments with the VP of Marketing at AppsFlyer, Carolyn Bao

    Olympics: B2B Marketing Lessons on Making Big Content Investments with the VP of Marketing at AppsFlyer, Carolyn Bao
    Nov 19 2024
    Making big marketing investments is a huge deal. But lucky for you, we’re here to help.We’re bringing you five keys to deliver on a big investment.And we’re taking those lessons from the Olympics with the help of our special guest, VP of Marketing at AppsFlyer, Carolyn Bao.Together, we’re talking about capitalizing on a cultural moment, committing to the long haul, ensuring activation is fully prepared, and so much more.About our guest, Carolyn BaoCarolyn Bao serves as the Vice President of Marketing for AppsFlyer, for the North America region, driving multi-channel efforts for the AppsFlyer mobile attribution and marketing analytics platform. She is an accomplished marketing executive with over 20 years of leadership experience at technology companies, specializing in software and SaaS marketing go-to-market strategy, data-driven business innovation and building high-performing marketing teams. She has deep domain knowledge of marketing tech stack and advertising technologies. Beyond her commercial role, she nurtures the entrepreneurial spirit as an MBA@Rice faculty member and a founding board member of Silicon Valley Leadership Community.Recognized with accolades such as LinkedIn’s “Top Voices” and Product Marketing Alliance’s “Top 100 PMMs,” Carolyn is celebrated for bringing products like Facebook Attribution to global markets, building high-performing marketing teams, and thought leadership in ‘women in leadership,’ ‘marketing management’ and ‘mobile growth strategies’ through key speaking engagements for educational and professional events. Carolyn built her career portfolio through leadership roles at technology powerhouses including Moomoo, Facebook, Visa, and Yahoo.What B2B Companies Can Learn From The Olympics:Capitalize on a cultural moment. Pick something in the cultural zeitgeist to inspire your content. If it’s already resonating and getting talked about, your content will too. Carolyn says, “I think leveraging critical cultural moments is one of the key growth drivers for any marketing department.” And she adds, “Really think through for your category, what is that cultural moment that we really want to capitalize on? In B2B marketing, not everybody competes in the Olympics. But we do compete in terms of how many in-person interactions we have with other practitioners. And that's where these in-person conferences immediately became popular again after we came out of COVID. So I think that's maybe something to really think about, is what is your Olympics equivalent.”Commit to the long haul. Big investments in content mean lots of planning for the pre-, during and post periods. How can you maximize the campaign and make the most of the big investment? Carolyn says, “Not a lot of companies have the ability to plan in massive time horizons, like every four years. A lot of marketing teams are probably working one to three quarters out for most of it. But I do think it's interesting to think of like, what are the big, massive bets that you can make that you might not be able to make every year that can show who you are as a brand.”Ensure activation is fully prepared. Don’t sell yourself short by creating content without planning through distribution and activation. Make sure it’s fully considered and you’re making the most of that investment. Carolyn says, “To activate marketing around the Olympics at this scale is massive. This is sort of our Coachella for marketers, because we don't get to have this many dollars to spend for the majority of us. And meanwhile, even if we are with a huge brand, it is not often that we have this kind of massive celebration. So the scale is super important. The second piece that's very interesting is in terms of how to ensure marketing is done right. There is a great deal of discipline in running a smooth marketing operation, which I think everyone can still also relate to because no matter big or small, for our marketing campaigns to be successful, we have to also wear that operational hat. And I think there's a lot to be unpacked from studying how the Olympics have been done.”Commit to the production cost. Big ideas come with a cost. Follow through with the full potential of the project, including the price of it. But the good news is that marketers have become a lot more efficient. Carolyn says, “Savvy marketers are not doing marketing content production the same way as old time marketers. Because they create these stories, they run it on mobile marketing channels, they run with a very small dollar amount, and they already got data to tell them what stories resonate with who. It pulls their feedback loop a lot shorter.”Know your ICP. Ensure your content will land with its intended audience by truly knowing your ICP. This means understanding their values, what motivates them, and the value you can offer them. Carolyn says, “Deeply understand whom it is you're really trying to influence. Knowing ...
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    45 mins
  • Modern Family: B2B Marketing Lessons from the Emmy Award-Winning Show with CMO of Altimetrik, Jeff Fleischman

    Modern Family: B2B Marketing Lessons from the Emmy Award-Winning Show with CMO of Altimetrik, Jeff Fleischman
    Nov 12 2024
    “A rare thing.” That’s what co-creator Steve Levitan called “the incredible alchemy of elements coming together” that was Modern Family.He and Christopher Lloyd, who he’d worked with on Frasier, wanted to create a show that felt real. A show with heart. And it took the right writers, characters, and actors to play them to make it happen. And it happened for 11 years, winning 22 Emmys.And in this episode, we’re taking B2B marketing lessons from it with the help of our special guest, CMO at Altimetrik, Jeff Fleischman.Together, we talk about being passionate about your brand, showing persistence and grit, and the art of making “a rare thing.” About our guest, Jeff FleischmanJeffrey Fleischman is a seasoned senior executive with over 35 years of experience spanning the financial services, banking, insurance, and technology. As CMO of Altimetrik he manages the company’s brand, marketing, lead generation, public relations, and communications functions. Jeff brings a wealth of expertise to the role. Previously, he served as Chief Marketing & Digital Officer at Penn Mutual, driving omni-channel campaigns and advancing digital initiatives. His leadership journey includes key roles at renowned companies such as Citi, American Express, TIAA-CREF, and Chase.Jeff’s passion lies in creating innovative, customer-focused strategies and experiences that integrate data, technology, and design. His extensive expertise covers areas like omni-channel marketing, data analytics, product management, and business transformation. He holds a B.S. in finance from Syracuse University and an MBA in finance, investments, and banking from Hofstra University. He has or held board positions with Artemis, Zenmonics Inc., Hornor, Townsend & Kent, Telera, and IEP Youth Services.Jeff is an author, advisor, investor, and speaker. His book, "Advice To My Younger Self," reflects his commitment to empowering others to achieve their aspirations.Beyond his professional achievements, he expresses creativity through painting and crafting unique art pieces, breathing new life into old furniture, and has a passion for music.What B2B Companies Can Learn From Modern Family:Be passionate about your brand. Jeff says, “On the passionate and competitive side, Jay Pritchett’s archenemy was Earl, his former partner of Closets, Closet, Closets. And they were at odds with each other, trying to outdo each other, trying to out-innovate each other. It’s that competitiveness and that passion that you need as a marketer. That passion really does have to come through.”Show persistence and grit. A lot of marketing is about trial and error. You find out what works with your audience by keeping things fresh and building your momentum. So don’t let the things that don’t work slow you down; just keep going. Jeff says, “Both Jay and Phil shared that kind of grit to be the best of what they can be, to beat everyone else out, whether it be another realtor, whether it be Earl from Closets, Closets, Closets. And as marketers, it's a very noisy world out there. Everyone's pushing content out. Everyone's trying to be everything to all customers. So how do you stand out? Not everything's going to be a home run. Not every piece of content, every blog, every white paper is going to resonate. But you need to just stick to your focus on how you take your brand and elevate it. And you don't stop trying. And if it works, great. If not, move on to the next one.”Focus on the heart of your content. Work on the emotion you want your audience to feel when they experience your content. That’s how you know your message will hit home and stick. And then you can start to chop it up for use across channels. Ian says, “So often in B2B marketing, we get so caught up in trying to create the asset and then chop it up and do all these things that you’re trying to do all the motions of the thing rather than the actual sentiment that is in the clip.”Quotes*”You need to create opportunities for your community and your audience to talk about you to other people. They're not just sitting around all day thinking of your software. The number of people who are just thrilled with [your product] are not just going to sing it from the rooftops every second of every day. You need to cultivate those things and allow them to share it as much as you can.”*”For marketers, tie what you're doing back to the company strategy. And if you do that, you don't have to push people. They're going to be pushing you to do more, and want more from you. If you don't know numbers, you don't know how to measure, you don't know ROI, it's a serious blind spot. Bring back what you're doing to numbers, bring back to ROI, talk like a CFO.”*”Take a bite-sized approach. We never start off with a big bang. Our approach is tiny. Let's do a proof of concept. Let's get a quick win. We won't disrupt your customers. We won't disrupt your business. It's within your environment. And I ...
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    56 mins
  • Days of Thunder: B2B Marketing Lessons from the 1990 Tom Cruise Movie with Director of Content Marketing at Fictiv, Ricky Frohnerath

    Days of Thunder: B2B Marketing Lessons from the 1990 Tom Cruise Movie with Director of Content Marketing at Fictiv, Ricky Frohnerath
    Nov 5 2024
    What do a marketer and a racecar driver have in common? You’re about to find out. One thing we can say is that going as fast as you can leads to burnout. That’s one of the things we’re talking about in this episode.We’re taking marketing lessons from the 1990 Tom Cruise flick Days of Thunder with the help of our special guest, Director of Content Marketing at Fictiv, Ricky Frohnerath.Together, we talk about being strategic instead of fast, speaking the same language as your team, and building contingency plans in case your campaigns don’t go as expected.About our guest, Ricky FrohnerathRicky Frohnerath is Director of Content Marketing for San Francisco-based Fictiv, leading comprehensive content strategy and execution for all marketing campaigns, across all funnel stages and audiences. He specializes in building and managing cross-functional marketing teams for manufacturing and technology organizations. He's the A proponent of agile marketing methodology, servant leadership, self-management principles, and empowerment, his focus is on people first, then process, and then technology. A longtime resident of the Tampa Bay area, his education includes the Pinellas County Center for the Arts, St. Petersburg College, and the University of South Florida. Ricky is an amateur racing driver and avid enthusiast of electric vehicles, who believes in the power of uniting personal and professional values to drive positive change. Thus, he's passionate about accelerating sustainability by sparking and sharing conversations with leaders in electrification, motorsport, and industry.What B2B Companies Can Learn From Days of Thunder:Be strategic, not fast. If you try to go as fast as you can, you burn out or make mistakes. Slowing down just a bit to make sure your work is high quality and highly effective actually means you’ll work faster in the end. In Days of Thunder, Ricky says that Cole Trickle’s “quest is to find ultimate speed. He's actually over driving the tires and he's driving faster than [his competitors] can. And what happens when you're over driving the tires is that they get greasy and they start to degrade faster. So this is a problem because if you destroy your tires, then you have to come into the pits and that takes time.” So instead Cole learns to drive more efficiently by speeding up or slowing down strategically based on his coach’s advice. So slow down to work more efficiently and effectively.Speak the same language as your team. Communication becomes so much more efficient and effective when you share shorthand and jargon. Ricky says, “When you're on a team, you need to be speaking the same language. You need to have a shared lexicon so that there is this transmission of understanding. You need to know what's working, you need to know what's not working, and you need to know what you're talking about.”Build in wiggle room in case things don’t go right. If you hit a bump in the road, giving yourself a little extra time in the planning process for your campaign takes the pressure off. Ricky says, “Things are not going to go according to plan. You need to build in some agility and the ability to kind of compensate when it comes time to actually execute.” So give yourself room to breathe with your next campaign timeline. That way, you can correct any issues without stressing over deadlines. In Days of Thunder, it’s like when they plan, design and build Cole Trickle’s car and then it gets destroyed in an early race and they have to figure out how to pivot.Quotes*”I think it's fairly common for there to be conflict, especially between marketing and sales. One of the ways that you can overcome this is by having a shared language. Understand and adopt the KPIs that the sales team are going after. So, for example, one area where marketing and sales become misaligned is marketing likes to talk about big metrics, like impressions, eyeballs, even things like conversions. But these are KPIs that really don't translate well into the sales world. Like they are interested in leads and they're keeping an eye on sales and revenue and things like that. So make those metrics, your metrics and understand how the marketing activities roll into those KPIs. It's not to say that you don't keep track of impressions and a lot of other things that kind of get labeled as vanity metrics, but understand how you go from an impression down into revenue.”*”If you're overdriving the tires, you're effectively leading to burnout. I think the same is true when we think about high performance teams. The best that somebody can perform is at the limit of their abilities. There is no 110%. You can only do the best that you can at the peak of your ability. You can't give that extra 10%. So forcing you to do that is actually going to have a detrimental effect. So I think that's super important to keep in mind for marketing teams.”*”Marketers in general just need to have a very good understanding ...
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    45 mins

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