"The reader who plucks a book from her shelf only once is as deprived as the listener who, after attending a single performance of a Beethoven symphony, never hears it again." - Author Anne Fadiman
In the past 6 months of the Marketing Trends podcast, over 50 interviews have been conducted and countless insights gleaned from some of the top marketing executives in the world. Some of these have been mentioned by more than one guest and are worth going back for a second listen. On this episode, Host Ian Faison and Producer Ben Wilson discuss their top 5 takeaways from the first 50 interviews on Marketing Trends.
1. Marketing is meant to be remarkable - (5:00) - Marketing should inspire consumers to share it with other people. - This is not only true for B2C marketing, but for B2B as well, because all buyers should be treated like people. - Jonathan Mildenhall emphasized that every marketing dollar he spent as the CMO of Airbnb was attempting to earn a disproportionate share of the conversation. - Jay Baer, founder of Convince and Convert, also mentioned that word of mouth influences over 90% of purchases.
2. The importance of being ambitious - (8:00) - Beth Comstock talked about carving out 10-15% of her budget to explore new exploring new ideas. - At Airbnb, Jonathan Mildenhall set a goal of being the number one most talked about brand at the Oscars. - Paul D'Arcy, SVP of Marketing at Indeed, wanted to transform the way people think about their jobs. - Futurist Peter Schwartz discussed his work on Minority Report, a film featuring Lexus product placement that has now been seen by over 2 billion people. - It took each of these leaders being ambitious to be able to accomplish these feats. - "You have to have a stomach for failure if you're going to be ambitious, because it's not risky if you know it's going to work out." - Ben Wilson
3. Fusing creativity and science - (13:00) - "There's a science to marketing and there's an art to marketing. And both of these things are critically important." - Ian Faison - Ryan Bonnici, CMO of G2, exemplified this in his story of the email signature generator that added great value for his customers. - Benton Crane, CEO of Harmon Brothers, also leveraged this combination to achieve viral success and 300 million views.
4. CMOs don't need to be able to do it all - (17:00) - "A marketing leader should be a leader and have great specialists around them for individual tasks and functions." - Ben Wilson - In a roundtable with Chandar Pattarbhiram and Jennifer Johnson, Chandar noted that a lot people are good a the "M" part of the CMO role, but it's important to focus on being the Chief. - Jennifer added that you could either be the person people come to when they want to understand lead flow, or you could be the person people come to when they want to make sure the product strategy is in line with the vision.
5. Fight where you can win or be where your competitors aren't - (20:00) - "Campaigns that really stood out had nothing to do with where their competitors were, they were truly unique and different." - Ian Faison - Francesco Leone mentioned an example of his work in category and market creation as VP Global Categories and Operations at Arla Foods, which involved placing blue cheese in the meat aisle and calling it "Burger Blue."
Keep tuning in to the Marketing Trends Podcast for even more best practices and lessons learned in B2B from top marketing leaders. Additional insights can also be found on our weekly newsletter at marketingtrends.com.
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