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Today’s episode of marketing trends features an interview with Ty Shay (Twitter: @tyshay), the global CMO of Norton Lifelock. Ty is a Silicon Valley veteran who has served as CMO of multiple great tech companies including Hotwire and SquareTrade, and was the founder and CEO of FanIQ, a social sports gaming site. He is also on the board of directors of the ad council.

On this episode, Ty and Ian discuss how to create a campaign that will stick in people’s minds, how marketers misunderstand their basic function, and why Ty thinks you should turn off your marketing.

How Ty got Started in Marketing - (1:55)
- He was an investment banker who really hated it and wanted to be an entrepreneur.
- He graduated from the Stanford Graduate School of Business, and wanted to specialize, wanted to have a skill or a craft.
- Ty cuts his teeth at Procter & Gamble and then gets in at the very start of Hotwire.com.

Accountability and Thinking Like an Owner - (6:09)
- Marketing at a Private-Equity-funded company (Hotwire) forced Ty to be more accountable and efficient. He had to grow both fast and cheap.
- The difference it makes to have direct customer data as opposed to going through big box retailers like at Procter and Gamble.

Becoming a Founder/CMO - (14:02)
- How becoming a founder taught Ty humility and what he didn’t know.
- “I had the HIPPOW style of management (Highest Paid Person’s Opinion Wins). I was making every decision, which totally wasn’t scalable. At that point I really realized the value of hiring great people and figuring out how to empower them.”
- “I think there’s perverse thing when you’re the marketer, you feel like it’s your job to argue for bigger budgets or to argue to be more aggressive. I think the attitude that generates more trust is someone who’s more impartial and tries to understand the goals of the business.”
- Test your marketing by turning it off.

Marketing Trends is brought to you by our friends at Salesforce Pardot, B2B marketing automation on the world’s #1 CRM. Are you ready to take your B2B marketing to new heights? With Pardot, marketers can find and nurture leads, close more deals, and maximize ROI. Learn more by heading to www.pardot.com/podcast.

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