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On this episode, Ian introduces his new co-host, Lauren Vaccarello. Lauren is a digital marketer who has held senior marketing roles with tech companies like Salesforce, AdRoll, and Box. She also co-authored two influential books on marketing: “The Retargeting Playbook” and “Complete B2B Online Marketing.”

Ian and Lauren discuss Lauren's background in marketing, why CMOs get fired, and how executives can keep up with the latest trends in marketing.

00:45 - Lauren's marketing background.
4:00 - Stumbling into lead scoring.
7:30 - Blending strategic and tactical marketing.
10:15 - Why great marketing looks easy.
12:50 - Why CMOs get fired, and how to avoid it.
17:00 - How to stay up to date with the latest marketing trends.
25:20 - How to set expectations with your CEO and board.
31:40 - The dumbest things a CMO can get fired for.
36:00 - The umbrella theory of marketing.
37:00 - Why this is the best time to be a marketer.

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