Kristin Pagano started her career as a media planner with Starcom Worldwide, where she had the opportunity to move back to LA and take on their Walt Disney account. She shifted to the client side at 20th Century Fox but felt a need to broaden her view of the overall marketing mix. After returning to school and graduating with her MBA, she started at Intel and then transferred to Activision. At that point, she had a 6-month-old and was presented with the opportunity to work for Munchkin. Starting as a senior brand manager in 2012, she worked her way up and became VP of Marketing in 2018.As the Vice President of Marketing, Kristin oversees all strategies and tactics designed to grow the Munchkin business. Munchkin was founded in Los Angeles in 1990. Last year, they sold 47 million products in the US, which translates to almost 13 products for every baby born, showing just how massive the brand is today. Operating in over 50 countries with six offices and almost 400 employees worldwide, Munchkin was named #8 on Fortune's list of America’s Most Innovative Companies among brands like Alphabet, IBM, and Apple. Recently, they expanded their portfolio by launching Curio, a premium home lifestyle brand. Kristin tells us this is just the beginning of their diversification.In this episode, Alan and Kristin discuss the size and scope of Munchkin, their commitment to CSR and sustainability, and how they are overcoming the challenges of shrinking audience size and shifting distribution channels through innovation. One of the largest challenges Munchkin faces is having a very narrow audience with a limited lifetime value. This causes them to focus on the functionality and innovation of their products to delight their customers and win over a larger portion of this smaller group. With a small consumer base, it doesn't make sense for the brand to spend large amounts of money on traditional marketing. Instead, they make these emotional connections through platforms like podcasts and CTV. With the loss of major distribution partners like Bye Bye Baby and Babies R Us, Kristin and her team are also reworking the way they get their products to consumers and ensuring a better buying experience all around.In this episode, you'll learn:How Munchkin is dealing with a shrinking audience through innovation and alternative marketingHow a commitment to CSR and sustainability factor into Munchkin's business strategyHow Munchkin is innovating their distribution and shifting the way they work with partners to make the buying process better for their consumersKey Highlights: [01:30] A working mom aspiring to be more like her own[03:45] From media planner to marketing VP[06:05] What is Munchkin up to today?[07:50] What does marketing look like at Munchkin?[10:30] How does Munchkin approach product strategy and innovation?[14:10] How does a commitment to CSR and sustainability factor into Munchkin's business strategy?[17:10] Discontinuation of any product under 4 stars[19:25] Working with distribution partners to grow the business[22:30] Looking at new categories and pivoting where it makes sense[23:00] Insights from working at Intel[26:25] Advice to her younger self: Don’t be afraid to try new things.[27:15] Staying on track with a rapidly evolving digital landscape: AI and Influencers[30:40] Watching the impending generational shift: Where do your customers fall?[32:40] Anticipating growth in a changing retail landscapeLooking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Oct 25, 2023
Isabelle Guis was born and raised in France but has lived in Silicon Valley since 2001. She was trained as an engineer, with a master's degree in Electrical Engineering from Supelec and an MBA from Harvard Business School. She strives for perfection as a ballet dancer, a pilot, and in her dual roles as Global CMO and CEO of North America for Brevo. Before joining Brevo, Isabelle was pivotal in leading Salesforce's $5 billion Sales Cloud Product Marketing organization, which grew by $1 billion under her tenure. After that, as Commvault's CMO, Isabelle and her team transformed traditional perpetual software marketing into best-in-class agile SaaS marketing. Most recently, she served as the Chief Marketing and Strategy Officer at Egnyte, where she successfully launched a new content protection solution, expanding their Total Addressable Market (TAM) by a factor of 10x up to $25 billion. Isabelle also shares her expertise as a Marketing and Business Strategy adjunct professor teaching graduate students at Santa Clara University.In this episode, Alan and Isabelle discuss what Brevo is, how they are changing the dynamics of their offering mix, and the adaptations they have to make as they move towards serving a new scale of enterprise clientele while maintaining their longstanding small business customers. Brevo was founded in India in 2007 and, until a recent rebrand, was known as Sendinblue. Isabelle tells us why they decided to rebrand, how her dual roles as Global CMO and CEO of North America work together to better serve both markets and why staying curious is one of the most important things for all marketers to do.In this episode, you'll learn:How her duel role came to be and the benefits of intersecting US and global marketsWhy they are rebranding from Sendinblue to BrevoHow the company is enabling adaptation to drive growthKey Highlights: [02:10] What do a ballet dancer and a pilot have in common?[04:30] From France to the Valley[05:30] Her path to becoming Global CMO and CEO US at Brevo[07:30] Bridging both sides[08:25] A multicultural creation of Brevo[10:45] Product complexity and having a great engineering team[12:00] How the duel role came about and how it works[14:00] The intersection of US and global markets[15:45] The components that have to be in place for adaptation and change[19:10] Enabling adaptation to drive growth[22:00] Advice for other market leaders[25:30] Lessons learned from immigrating to the US[27:45] Inescapable AI[31:30] Natural disasters and the Barbie takeover[36:45] Differentiation in the Age of AILooking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Oct 18, 2023
Angela Voss majored in mass communications and got her first job out of college in digital marketing. She started with Marketing Architects in 2007, when they were solely operating in radio. About a year after she joined, Marketing Architects announced they were going to enter TV. With a love of television and no fear of a challenge, she worked for many years to build out the TV team and identify how Marketing Architects would compete with differentiation in media buying. She ran that team until 2015, when she moved to lead the client management team. In 2023, she became CEO, and today she leads 125 employees in solving TV's pricing, measurement, and scale challenges.Marketing Architects is a full-service TV agency that places ads in both linear and streaming formats. With an All-Inclusive TV model, their clients only pay for the media budget, and Marketing Architects invest capital in all of the other necessary elements such as strategy development, brand positioning, creative conception, pretesting, full productions, conversion and measurement tracking, as well as 3rd party attribution.In this episode, Alan and Angela discuss why TV should be thought about differently today, what types of companies should be thinking about it, the ways Marketing Architects is using AI to overcome inefficiencies in media buying, and how their All-Inclusive TV model benefits their clients and sets them apart from other agencies. Marketing Architects recently used their own data and case studies to publish a report called Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising. Angela outlines many key findings from that report, including the benefits of reach over tight targeting, the role of cost in determining a TV campaign’s ROI, and how to balance sales with awareness.In this episode, you'll learn:Key findings from Reach, Revenue, and ROI: 3 Factors for Effective TV AdvertisingHas the marketing world leaned too far into targeting? The benefits of reach over tight targeting in TVWhat is a "positive spill," and how can advertisers maximize their campaign’s ROI?"Both-ism" and how to balance goals through TV advertisingKey Highlights: [01:45] Character building with basketball[03:25] Started from the bottom now she’s CEO[05:30] What makes Marketing Architects unique?[07:30] Ideal Marketing Architects client profile[09:00] Reach, Revenue, and ROI: 3 Factors for Effective TV Advertising[12:25] Reach over tight targeting[15:15] Has the marketing world leaned too far into targeting?[17:30] The significant role of cost in determining a TV campaign’s ROI[20:45] Battling the inefficiencies of media buying[21:40] Balancing sales and awareness[26:22] The impact collegiate sports had on her career[27:00] Advice to self? Chill out.[27:35] The AI adoption curve[29:30] Category design[31:30] Having healthy paranoiaLooking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Oct 11, 2023
Carl Loredo used to go to Wendy's for dinner every Friday night with his mother when he was growing up. Fast forward to 2016, and he carried those memories and experiences into his work as Wendy's Vice President of Brand Marketing, then US Chief Marketing Officer, and eventually into his current role as Global Chief Marketing Officer. Prior to coming to Wendy’s, Carl held marketing roles at Dell and PepsiCo before he went over to the agency side. Carl combines his passion for marketing with a love of storytelling in service of Wendy’s mission to be the most talked-about brand in the world.In this episode, Alan and Carl discuss how his nontraditional career path serves him in his current role, the balance between global brand building and local adaptation, the evolution of social media strategy, and how Wendy's is using new technology to drive transformation for digital and physical experiences. Wendy’s was founded with the intention of being the antithesis of what was available at the time, and it has maintained that energy to become a global challenger brand with the ingredients it uses and the messaging it puts out. You can see this in action through their use of platforms like Twitch, the Wendyverse, and Fortnight.Wendy's is known for its spicy social media presence, and they have been very intentional about keeping a finger on the pulse of culture, evolving their strategy with the platforms, and focusing on going deep in 1-on-1 conversations. With the shift to video content through TikTok, he and his team have had to balance Wendy being both a real person and a social media personality to become a humanized QSR brand. Carl tells us the brand stands out by knowing who they are, embracing their role as a category disruptor, and listening to their fans. He advises other executives who want to stand out to not copy Wendy's but instead develop a deep understanding of their own brand and the role they play, then experiment with how to make that work for their consumers. The "challenger" thought process can also be seen in how Wendy’s is utilizing digital to get more Wendy's to more people. By understanding people's needs and leaning into new technologies, Wendy's is giving its consumers and their employees a better, more memorable experience."To be on the forefront of culture, you also gotta enter into some uncharted spaces."In this episode, you'll learn:Balancing global branding and local adaptationsCarl's advice to other brands that want to be disruptiveWendy’s unique social media strategy and evolving with the platformsKey Highlights: [01:45] Destin to work with Wendys[04:00] Carl’s journey to Wendy's[07:20] Balancing global branding and local adaptations[11:25] Evolving and adapting alongside social media[17:20] Humanizing a QSR brand[19:45] Spicy Nuggs[22:24] Advice for other executives that want to be disruptive[25:50] Using digital tools to get more Wendy’s to more people[28:55] Carl’s nontraditional path to the CMO chair and how that impacts his leadership style[32:30] Advice to his younger self: Make more strategic choices and be overt in those choices.[35:00] Consumer, consumer, consumer.[37:40] Trends and subcultures: The evolution of gaming [39:55] Driving 1 to 1 engagement Looking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Oct 4, 2023
Aron North is a lifelong Lakers fan who has been doing epic things as the Chief Marketing Officer at Mint Mobile since 2019. He joined Mint Mobile in 2016 (during the "pre-Ryan years") as the SVP of Marketing and Creative, where he spearheaded the initial development of the brand's marketing department and creative efforts. The early half of Aron's career was all agency-side, while the second half has been client-side, first with Taco Bell and now with Mint Mobile. Through all of it, he's learned that marketing is critically important to all businesses, but it is never a one-person show. It's a team sport made up of the people you work with every day and the relationships and partnerships you build along the way. Aron has leveraged those relationships to launch countless buzz-worthy campaigns and initiatives and drive Mint Mobile to 90,000% revenue growth over the last five years.In this episode, Alan and Aron discuss the hypotheses Mint was built on, how they were operating and gaining traction in the early years, and the way things changed when they were bought by Ryan Renolds and his partner George Dewy. With big ideas like chunky-style milk and subversive print ads, the marketing team at Mint Mobile has always embraced risk in their efforts to stand out from the crowd. With risk comes inevitable failure, but Arons says if you never fail, then you aren't trying hard enough. That is why the leadership at Mint has created an environment where people feel comfortable enough to take risks they normally wouldn't for fear of punishment while maintaining high accountability to ultimately build credibility. Their work is strategically driven, insight-based, and consumer-first, but most of all, it is fun!In this episode, you'll learn:The two big ideas that brought Mint 90,000% revenue growth in 5 yearsSolving the issue of legitimacy: "How can it be any good if it's this affordable?"The Ryan Renolds effect: melding creativity, commerce, and efficacyKey Highlights: [02:00] A lifelong Lakers fan[04:25] Aron’s path to Mint Mobile[07:00] Takeaways from working with marketing giants[11:15] 90,000% revenue growth in 5 years[15:45] Chunky-style milk[27:40] Why Ryan came to Mint[30:00] It’s like two Super Bowls every time he does anything.[31:50] Ryan "hands-on" Renolds[34:45] "The world will love us for bringing Rick back!"[37:00] Flipping the dynamic between clients and agencies[40:10] The insider secret to keeping the engine running fast[42:20] The core values and how they apply to every team member[47:10] Lessons learned in the port-a-potties[49:15] "Have a little more fun."[50:30] We need to get back to insight-based marketing.[52:00] Who is Gen Alpha?[53:20] AI: Let’s be smart about it.Looking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Sep 27, 2023
385: Consumer-Focused Product Development and Go-To-Market Strategy with Stacey Andrade-Wells, VP of Marketing at Liquid I.V.
Stacey Andrade-Wells joined Liquid I.V. as Vice President of Marketing in January 2022. Before that, she spent over seven years at Procter & Gamble working on a variety of brands like Mr. Clean, Swiffer, and Gain. As a second-generation Colombian, she is passionate about driving diversity in all aspects of her work. This passion lends itself perfectly to her work at Liquid I.V., focusing on using hydration as the entry point to making wellness accessible for everyone.Liquid I.V. is a wellness company based in Los Angeles. In 2020, Liquid I.V. became part of Unilever's companies through acquisition. Their product lines are non-GMO electrolyte drink mixes designed to deliver rapid hydration utilizing a proprietary technology they call cellular transport technology. By increasing the absorption of water and other key nutrients into the body, the end result is 360-degree wellness. According to Stacey, the functional drink industry is expected to develop at a rate of 6.5% between 2023 and 2032 and reach a size of over 206 billion in 2023 alone. This growth means Liquid I.V. has to be continually innovating, and they always start by asking consumers what their needs are. Liquid I.V.'s go-to-market strategy focuses on getting communication right by nailing down who they are speaking to, what message will resonate with them, and making sure they reach them at the right time. Stacey calls this "mastering the intersection of creativity and medium."In this episode, Alan and Stacy discuss what Liquid I.V. is, the evolution of the brand, how inclusivity is a core part of its strategy, and the future of the functional beverage industry as a whole. They talk about the unique functional ingredients in the products Liquid I.V. sells, how this sets them apart from competitors in the marketplace, and how listening to consumers where they are the most honest (in the comments section) informs their product development. Liquid I.V. has carved out its place in the market by keeping a finger on the pulse of culture, advocating for clean water access for all, and being mindful not to frame itself as a drink mix exclusively for high-intensity sports athletes but as a way to improve hydration for everyone every day.In this episode, you'll learn:What does it mean to operate with intentionality in your go-to-market strategy?What differentiates Liquid I.V. in the marketplace?How is Liquid I.V. staying on the bleeding edge of in-person activations, sampling, and influencer marketing?Key Highlights: [01:45] Stacey’s personal wellness and growth journey[04:10] Her path to VP of Marketing[05:55] What is Liquid I.V.?[07:20] What sets Liquid I.V. apart in the market?[10:05] Inclusivity is part of the strategy.[13:15] Trends with male consumers of wellness products[14:20] What is IN Liquid I.V.[19:00] The future of functional beverages[24:10] Go-to-market strategy [27:00] "If you try it, you buy it."[31:45] Growing up as a second-generation immigrant[34:45] Advice to her younger self[38:45] AI is an opportunity, not a threat.[40:00] Notice where consumers speak most freely.[41:10] The closing gap between consumers and brands Looking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Sep 20, 2023
Yon Raz-Fridman is an entrepreneur, repeat founder, and technology executive. Originally from Israel, he went to London to start his career, met his wife, and moved to New York. Eventually, they moved back to her hometown and are now based in Columbus, Ohio. In college, Yon was part of an entrepreneurial academic program where he developed a passion for blending expression, creativity, and digital products.Supersocial is the number one developer, publisher, and operator of premium virtual worlds on immersive social platforms like Roblox and Fortnight. They create engaging games and experiences that focus on bringing joy to next-gen digital communities using their IP and IP from some of the world's most innovative and largest brands and companies. After seeing the rise of Minecraft, Roblox, and Fortnight before and during the pandemic, Yon began to believe virtual 3D worlds would be the next frontier of the consumer internet. There are two generations (Z and Alpha, born after 2000) that have been born into a smartphone-based world with large, immersive social platforms. They are playing, socializing, and expressing themselves on these platforms and representing themselves as a 3D avatar with a mindset of "It's not just me playing the character. I am the character". Yon realized these kids are going to grow up and will likely want to continue to interact with the internet in the same way. This evolution will change how they interact with media, entertainment, and shopping. While the fundamentals are yet to be determined, the scale is undeniable.In this episode, Alan and Yon discuss how Supersocial capitalizes on that hypothesis, how brands and advertisers might think about experimenting and getting in early, and what the KPIs are in these spaces. Yon talks about trends he sees in the Metaverse, how they are connected to actual human behavior change, and how Supersocial works with brands like NARS to harness these opportunities. Yons says the Metaverse isn't replacing the current internet; it is the next iteration. It is the next frontier of the consumer internet, and there is exponential potential to grow into it. However, he also warns against getting caught up in hype, both negative and positive, and instead advises to "pay attention to what people do with technology, not the technology itself."In this episode, you'll learn:What Supersocial does and the KPIs they care aboutThe inevitable evolution of the internet and how we use itWhat most people are missing when they think about the MetaverseKey Highlights: [01:46] From Isreal to Columbus, Ohio[06:10] The spark to start Supersocial[11:45] What is Supersocial?[12:40] What we don't know and what we are missing when it comes to the metaverse[14:45] The internet is evolving into the next iteration.[17:45] How might there be 100 billion people in the Metaverse?[20:00] What is Yon seeing in the Metaverse today?[21:30] Bringing brands to Roblox in an authentic way[26:20] How brands can start in the space[29:47] Metaverse success metrics[32:00] Pandemic pivot[36:00] Advice to his younger self: Perfect is the enemy of great.[37:30] Be careful how much you rely on technology versus what people do with it.[40:50] Trends and subcultures[44:00] You own your time.Looking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Sep 13, 2023
383: How to Drive Transformation and Use Data Wisely with Brigitte King, Chief Digital Officer at Colgate-Palmolive
Brigitte King moved around a lot when she was young, and she credits this global, multicultural upbringing for the broad worldview and unique perspective that has served her throughout her career. She was traditionally trained in marketing and packaged goods early on but eventually pivoted to digital when it was first emerging. Over the years, she has learned how to utilize digital while leveraging her roots by keeping brand growth top of mind.Brigitte began her career at L’Oreal, where she spent 13 years progressing through increasingly senior roles, including Vice President, Deputy General Manager, and Chief Consumer Officer for the United States and Americas region. After L’Oreal, she went on to be the Vice President of Marketing for Kao Brands, then Chief Consumer Officer for Calvin Klein, and Executive Vice President for North American Digital Operations for the parent company, PVH Corp. In 2020, Brigitte joined Colgate as their Chief Digital Officer and now leads the Global Digital Organization, which includes Digital Marketing, Digital Commerce, Media, Measurement, CRM, Digital Solutions, and Capabilities to accelerate Colgate’s digital transformation.In this episode, Alan and Brigitte discuss what it means to drive digital transformation for a company with an extensive portfolio like Colgate-Palmolive, what type of data is important to the process and how that data is being collected and used, as well as the role a great team plays in the execution of an innovative, fully connected full-funnel marketing strategy. As a pioneer in digital marketing, Brigitte gives a first-hand account of how first-party data changed the game for marketers. Data will always be key in any transformation, and she urges us to consider what data is being collected, how it’s being collected, and what is being done with it in order to get the most out of what we have while remaining respectful of consumers. To this end, she outlines two principles she uses when thinking about data collection and gives practical advice to the people who are driving transformation when it comes to managing their time, their team, and their strategies. At the end of the day, declaring your digital ambition and finding alignment is how you move the needle. At Colgate-Palmolive, it is all in service to their mission of "Reimagining a healthier future for all people, their pets, and our planet."In this episode, you'll learn:The key ingredients for driving transformationTwo principles to avoid "land grabbing" in data collectionPractical advice for managing time, teams, and strategiesKey Highlights: [01:50] Born in Brazil and skiing in France[03:10] PIVOT! From traditional to digital[05:20] Businesses and brands in the Colgate-Palmolive portfolio[06:30] Meeting consumers where they are in new ways[08:20] The key ingredients for driving transformation[10:10] Declaring your digital ambition and finding alignment[11:50] Internal growth and external acknowledgments[15:30] The type and usage of data needed for transformations[17:00] No land-grabbing. Two principles to keep in mind with data collection[18:10] Advice for people driving transformation[22:10] All of your experiences make up who you are today.[23:50] Advice to her younger self[24:30] GenAI is the buzzword for a reason.[25:30] Managing complexity and building your brandLooking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Sep 6, 2023
382: Capturing Cultural Moments and Power Partnerships with Dave Skena, Global Chief Brand Officer at Krispy Kreme
Dave Skena remembers having his first Krispy Kreme doughnut at age 13, and even back then, he knew this company wasn’t like the others. In college, he thought he was going to be an economist, but through his first job at Andersen Consulting (now Accenture), he realized marketing was where he really wanted to be. After going back to school, he began his new career at Kraft Foods, then went to PepsiCo for over eight years, where he led brands such as Lay’s, Ruffles, SunChips, Tostitos, and Lay’s Dips. He left CPG when he became Chief Marketing Officer at Ruby Tuesdays, where he helped them transition from public to private. Then moved on to his current role as Global Chief Brand Officer at Krispy Kreme. As a 20-year "performance-driven" innovator and marketer, Dave has flipped the script regarding traditional marketing in the category for an underdog brand by putting a premium on insights and creative-driven earned media strategies.In this episode, Alan and Dave discuss the uniqueness of the Krispy Kreme brand being both accessible and premium with the omnichannel hybrid model, where their brand promise of freshness is a top priority. Dave is a performance marketer, meaning his goal is to get the most out of every marketing dollar spent. Rather than focusing on the top of the funnel, he is constantly monitoring the performance of each move his team makes through A/B testing. Earned media, collaborations, and participation in culture are the top ways Krispy Kreme increases traffic and awareness. Power partnerships with big brands such as Oreo, Chips Ahoy, Herseys, and Good Humor are a win-win for all involved and compound the joy for consumers. Dave says "happiness is not a fixed pie", meaning there is plenty to go around. When it comes to capturing cultural moments, the Pandemic gave Krispy Kreme the perfect backdrop to counter with their extremely popular Acts of Joy, such as free donuts for all healthcare workers, graduates, and people who were vaccinated. By capitalizing on unity, Dave and his team are making news, reinforcing a culture of generosity, and driving sales at the same time.In this episode, you'll learn:How Dave’s career prepared him perfectly for Krispy Kreme’s omnichannel hybrid modelThe keys to authentically capturing cultural momentsWhat performance marketing is and how Dave maximizes his marketing budgetKey Highlights: [02:14] Dave’s first Krispy Kreme Doughnut[05:30] From Economics to Doughnuts[09:35] What’s unique about Krispy Kreme?[13:10] The key to capturing cultural moments[19:40] Partnerships and collaborations to increase joy (and sales)[24:00] Delivered Fresh Daily: getting into retail[25:45] Maximizing marketing and investments[30:45] Using credibility to multiply happiness[33:00] Being thrown into the deep end and learning you can swim[36:20] Marketing is the best thing you can do with a dollar.[37:50] Capitalize on unity[39:45] It’s all about AI, but not in the way you thinkLooking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Aug 30, 2023
Sarah Acton is the Chief Marketing Officer at BILL and brings more than 25 years of experience in marketing and brand-building work in both consumer and business markets. She had an interest in marketing early on and started her career in media buying, then went back to business school, moved into consumer packaged goods, spent some time on the agency side, and eventually opened her own small business. After that, she returned to technology, where she was responsible for global brand oversight during pivotal periods of growth at LinkedIn and consumer marketing leadership at Yahoo!, then led both marketing and sales at Athos, a wearables company in the athletic performance space. She has now been with BILL for the past 18 months. Sarah believes one of the roles of marketing is to build and reinforce trust with your customers and the market at large, and she is grateful to be immersed in a culture of people who have a shared respect for small businesses as well as a shared connection to the mission and values that matter to her.In this episode, Alan and Sarah discuss what her marketing department is doing to help drive discovery, connection, and trust with BILL’s customers and how the integrity she learned when she was running her own small business helps inform the way she operates with BILL today. BILL is an all-in-one financial operations platform serving small businesses with all the "messy back office financial things". They recently underwent a rebrand to satiate an appetite to bring more humanity into the operation. Despite being a tech company, at the end of the day, it is just a group of humans serving another group of humans in the deeply personal space of operating a small business. Marketing to small businesses falls somewhere between B2B and B2C, making it complex to message and connect with their diverse range of scope and scale. BILL's role is not only about managing the day-to-day operations but also helping its customers fuel growth and understand cash flow. Sarah tells us BILL saves their customers between 50% to 75% of their time spent on financial operations, allowing them to invest more in the things that align with their mission and passion."Brand strategy is not independent of company strategy. It is in service of company strategy."In this episode, you'll learn:How being a small business owner impacted Sarah's marketing careerThe importance of your team having a shared connection to the mission and valuesWhy marketing to small businesses is so complex and diverseKey Highlights: [01:45] Early childhood apprenticeship in IP Law[03:15] Sarah’s path to BILL[08:30] Pattern recognition and pulling levers[10:15] What does BILL do?[13:30] Why rebrand now?[15:50] What is next for Bill?[19:15] Small businesses are complex and unique. How do you market to all of them?[23:00] What is the role of marketing?[26:30] Culture and team building at BILL[30:30] The impact of owning her own business[34:15] Advice to her younger self[35:30] Be obsessed with your customers.[37:50] The shift in how we reach, teach, and influence[40:50] The opportunity to experiment endlessly Thank you to our sponsor:PartnerHero: to waive set-up fees, go to https://www.partnerhero.com/marketingtoday and mention “Marketing Today” during onboarding!Looking for more?Visit our website for links to resources mentioned in this episode and ways to connect with the guest! Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.
Aug 23, 2023