Category: CMO Interviews

B2B Marketing Expert Interview with Christine Viera

B2B Marketing Expert

Today I have the pleasure of interviewing Christine Viera, a B2B Marketing expert, former CMO of Kapost and current VP of Strategic Marketing and Customer Experience at Level 3. Her experience also includes companies like Oracle, Avid, and Avaya. I admire Christine for her customer centricity and her focus on content, which you will se in the interview.

 

1. What company is an example of good marketing today? Who do you admire?

I admire how Jon Miller at Engagio has changed the conversation in B2B marketing. He and his team have been central to elevating account-based marketing from a tactic to a movement. It’s exciting to see key areas of marketing become the focus on entrepreneurship.

Today I have the pleasure of interviewing Christine Viera, a B2B Marketing expert, former CMO of Kapost and current VP o...

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Rishi Dave Interview: a Natively Digital Marketer

Today’s interview is with Rishi Dave, CMO at Dun & Bradstreet and former Executive Director of Digital Marketing at Dell. Rishi was named a Top Digital Marketer twice (2013 & 2012) by BtoB Magazine. I had the opportunity to meet Rishi as a co-panelist at the Brand Innovator’s Forum in Austin.  Let’s get started.

 

1.. What company is an example of good marketing today? Who do you admire?

Hubspot has done a great job of scaling the content-led inbound model and proving its economics. They practice what they preach and use what they sell.

 

2. What is your marketing superpower, the most important skill that makes you a great marketer?

I am natively digital and not encumbered by the old style of marketing.

Today's interview is with Rishi Dave, CMO at Dun & Bradstreet and former Executive Director of Digital Marketing at...

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Michael Brenner on Content Marketing, Metrics and Empathy

Today’s Marketing Leader interview is with Michael Brenner, one of the most read thinkers on marketing, social and content marketing. Michael is the Head of Strategy for a really interesting marketing platform, NewsCred. Until recently, he was VP of Global Marketing and Content Strategy and Head of Digital Marketing for SAP Americas.

Michael is the co-founder of leading social news site Business 2 Community and creator of SAP’s Business Innovation thought leadership site. Michael contributes to leading publications such as ForbesThe Economist, and The Guardian. 

Let’s see what Michael has to say about becoming a better marketer, where marketers should focus on and on improving the marketing function:

Today's Marketing Leader interview is with Michael Brenner, one of the most read thinkers on marketing, social and conte...

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Marketing Leader Interview with John Ellett

John is one of the smartest technology marketers I know.  I met John back in 2001 when his company was helping us in a subsidiary of Motorola. I am delighted to have him participate in this series.

John is an advisor to CMOs, author of the CMO Manifesto, contributor for Fortbes CMO Network and CEO of nFusion, a digital marketing and advertising firm based here in Austin. John worked on the famous Charlie Chaplin advertising campaign for the original IBM PC and later was a marketing executive at Dell.

 

1. What company is an example of good marketing today? Who do you admire?

MasterCard’s Priceless Surprises, Smirnoff’s Nightlife Exchange, GoPro and RedBull all come to mind. But Samsung is my favorite because of the huge strides they’ve made and because we get to work with them.

John is one of the smartest technology marketers I know.  I met John back in 2001 when his company was helping us in a s...

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Marketing Leader Interview with Sam Decker

CMO Interview with Sam Decker

I had the opportunity to work for Sam at Bazaarvoice, where he was the founding CMO, and I learned a LOT from him. Today, Sam Decker,  is the founder and CEO of Mass Relevance, a company that recently merged with SpredFast to create one of the most advanced social engagement platforms.

Sam helped Dell.com become the largest eCommerce site in the world. Sam is probably the most creative marketer I know and one of the smartest. He has a great sense of humor, and most importantly, he is a great person. You will surely learn a thing or two from his answers to the interview:

I had the opportunity to work for Sam at Bazaarvoice, where he was the founding CMO, and I learned a LOT from him. Today...

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Marketing Leader Interview with Matt Heinz

Marketing Expert Matt Heinz

Today’s marketing expert Matt Heinz, president of Heinz Marketing in Redmond, Washington. Matt brings over 15 years of experience in sales and marketing. He is the author of five books on selling, social marketing, field marketing and web strategy.

Matt was recognized as one of the top 50 Sales & Marketing Influencers by Sales World in 2012. In this interview, Matt shares his thoughts on good  marketing which are based on a very complete set of the tools and strategies that make marketers successful today: from writing and content marketing to metrics and data. Enjoy.

Today's marketing expert Matt Heinz, president of Heinz Marketing in Redmond, Washington. Matt brings over 15 years of e...

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Marketing Leader Interview: David Meerman Scott

David Meerman Scott Intervie

No one knows more about using the new tools and strategies to spread ideas, influence minds and build business than David Meerman Scott. His books and blog are must-reads for professionals seeking to generate attention in ways that grow their business. He is the best-selling author of titles that include The New Rules of Marketing and PR to World Wide Rave which are changing the world of public relations and influence marketing.

I am truly honored to have David share his insights with us in this interview.

1. What company is an example of good marketing today? Who do you admire?

I admire HubSpot very much. They started the company in 2006 and today, less than ten years later, they have 650 employees. There growth is all attributable to the content they create online, a strategy the teach others in the HubSpot Marketing Blog.  http://blog.hubspot.com  I admire them so much that I joined their advisory board.

No one knows more about using the new tools and strategies to spread ideas, influence minds and build business than Davi...

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Marketing Leader Interview with Augie Ray

Marketing Augie Ray

Augie Ray is a good friend and a true thought leader in interactive marketing, social media and customer experience. He is a voice of customer leader at a Fortune 100 financial services firm. I met Augie when he was the lead Forrester  Research analyst covering interactive marketing and social media.

You will find Augie’s perspective refreshing and insightful.  Enjoy.

Augie Ray is a good friend and a true thought leader in interactive marketing, social media and customer experience. He...

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Marketing Leader Interview with Crimson Marketing’s Glenn Gow

Glenn Gow founded Crimson Marketing, a technology marketing firm, in 1991 which became one of Inc 500 fastest growing companies. You can get his book Revenue and the CMO via Kindle. I particularly enjoy his posts on #BadMarketing which play fun at common mistakes we marketers often make, which mirrors some of my own posts on this blog.

What company is an example of good marketing today? Who do you admire?

Cisco. They are extremely focused on understanding their buyers and making it easy for them to buy from Cisco. They are constantly studying their buyers and what is important to them. In addition, they track the buyers’ journey to an exceptional degree. Impressive.

Glenn Gow founded Crimson Marketing, a technology marketing firm, in 1991 which became one of Inc 500 fastest growing co...

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Interview with Ted Rubin the Worlds Most Followed CMO

This is the second in a series of interviews of marketing leaders and CMOs that I respect and admire.

Ted Rubin CMOToday I am honored to interview Ted Rubin, one of the most forward-thinking and influential marketers. Many people know Ted for his enthusiastic, energetic and undeniably personal connection to people. besides his work as CMO, Ted is a leading social marketing strategist, keynote speaker and brand evangelist.

Ted is the most followed CMO on Twitter according to Social Media Marketing Magazine and  #13 on Forbes 2013 list of Top 50 Social Media Power Influencers. I had the fortune of meeting Ted when he was the CMO at e.l.f. cosmetics and later at OpenSky. Here is what he has to say:

1. What company is an example of good marketing today? Who do you admire?

Duane Reade is doing a great job marketing and building relationships. They are leading the way for their parent company Walgreens. I admire Calvin Peters at Duane Reade for being open to innovation and for using social media and content to build relationships and enhance the rest of his marketing and PR efforts.

2. Did you have a mentor or a person you learnt the most from? What was a key lesson?

I have had many mentors over the years, and constantly seek out those I respect and admire. The most important lesson I ever learned was to listen, observe, and trust my guts instincts.

3. What story of a successful marketing strategy could you share?

The strategy I put together with the Collective Bias team for Duane Reade detailed here: Duane Reade Surpasses 1 Million Followers, Becomes Twitter’s Most Followed Retailer in the Drug, Food and Mass Arena Worldwide

You can read the case study published by Twitter here, but in summary, the company combined organic tweets with promoted accounts with geo-targeting to reach twitter users in specific markets like New York, Boston and San Francisco. Duane Reade’s VIP Blogger team featured rich media and promoted useful and interesting content highlighting content created by customers.

As a result, the company saw a 6,700% increase in followers in one year (almost 1.5 million today), a 4% promoted tweet engagement rate and 28% increase in sales during a specific campaign. Very nice to see some real ROI number (as in sales lift) from a social campaign.

4. What is your marketing superpower, the most important skill that makes you a great marketer?

For me it is all about Looking People in the Eye Digitally… truly doing my best to connect, be responsive, and care.

5. What interesting book have you read recently?

Best social media book ever written was authored in 1936, and it is more relevant, valuable, and important today than it was then… How to Win Friends and Influence People by Dale Carnegie. I keep a copy on my iPhone, iPad and coffee table and read from it often.

6. What new, modern tactic, tool, or aspect of marketing should marketers pay more attention to?

The ability to go into the “social” homes of their consumers and prospects, see and hear what they are talking about and interested in, and really get to know them where they live instead of waiting for them to come to their Facebook pages, Twitter feeds, and YouTube channels. It seems so simple, but is being totally overlooked my almost all brands and marketers.

7. What good aspect of basic marketing have marketers neglected in recent years?

Oh, that’s easy. So many have forgotten about marketing to their target audience, and the importance of frequency. Make it relevant and of value and do it again and again.

8. What skills will marketers will need in the future? How do you stay sharp?

Clearly they will need to learn to wade through vast amounts of data. But more importantly they need to trust their judgment, guy instinct, and common sense, and not to make it all about data like some are suggesting.

9. What was the turning point in your career?

I have had many turning points in my career, but most recently is was jumping with both feet into the opportunities presented for relationship building at scale by the growth of social platforms, and not looking back.

10. How do you increase marketing’s relevance and influence in the organization?

Marketing’s relevance and influence will rise to the top when marketers not only use social tools to market to their consumers, but wrap a social shell around the entire organization to add value, create deeper employee loyalty, more effective knowledge sharing, improved brand reputation, lowered costs, and most importantly, increased revenues.

11. What blog would you recommend?

Here are three: www.Sethgodin.com, www.Mediapost.com, and  www.BusinessInsider.com

12. How would you summarize your digital marketing strategy?

BE Authentic, don’t just ACT it. This might seem obvious… but authenticity is on the verge of becoming just another buzz word in social media marketing. TRUE authenticity (not just using that word often in your tweets and posts) will set your brand (product or personal) apart in today’s highly competitive market.

13. What experience in your past has best prepared you to be a marketing leader?

Being a divorced Dad, fighting to keep my daughters in my life, and then having to re-build my relationship with two teenage girls who were alienated from me.

14. How marketing leaders can be better mentors and true leaders of their teams?

Take the time to listen to your employees. Even when it’s about what they did for the weekend. Make it known that you truly care.

14. Any final thoughts or anything else you would like to share?

Welcome to the ‘Age of Influence,’ where anyone can build an audience and effect change, advocate brands, build relationships and make a difference. ANYONE

Relationships are like muscle tissue… the more they are engaged, the stronger and more valuable they become.

Thanks Ted!

As you can see Ted is all about relationships. His book, Return on Relationship was released January 29th.Connect with Ted via twitter at @TedRubin and follow his blog  http://TedRubin.com

return_on_relationship

This is the second in a series of interviews of marketing leaders and CMOs that I respect and admire. Today I am honored...

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