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  • Handicapping the ANA’s Marketing Capabilities Framework

     Champions of Growth Podcast   April 10, 2024  

    Greg Boosin, EVP of global B2B and product marketing at Mastercard, joins host Matthew Schwartz to break down the ANA’s 2023 Marketing Capabilities Framework.

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  • Can AI Save the CMO Role?

     B2C   March 1, 2024  

    Change management — rather than a reduced emphasis on marketing — may explain why some top brands continue to get rid of the CMO role altogether. But new technology — like artificial intelligence — may be able to help improve the role's value as chief marketers feel the squeeze.

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  • How PUMA Achieved Buy-In for Its First-Ever Data Analytics Team

     Event Recaps   January 23, 2024  

    PUMA’s Hermann Hassenstein shared his approach for successfully building out the brand’s first-ever data analytics team. He covered solutions for overcoming challenges they faced, including a look at specific use cases that helped his team build trust and credibility across the organization.

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  • How PUMA Achieved Buy-In for Its First-Ever Data Analytics Team

     Conference Session Videos   January 23, 2024  

    In this video, PUMA’s Hermann Hassenstein shared his approach for successfully building out the brand’s first-ever data analytics team. He covered solutions for overcoming challenges they faced, including a look at specific use cases that helped his team build trust and credibility across the organization.

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  • A New Framework for Selling Creative Effectiveness

     Champions of Growth Podcast   January 10, 2024  

    WARC's Ann Marie Kerwin joins host Matthew Schwartz, to discuss a new study that provides a road map for brand managers who are eager to make a business case for the value of marketing and advertising and develop a valid framework for their entire organization.

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  • B2B Marketers Own the Customer Journey, Now What?

     B2B   December 20, 2023  

    As B2B buyers increasingly migrate to online venues, they avoid the interactions that once gave salespeople an edge in customer knowledge. More than ever, B2B brands must rely on marketers to fuel growth, but are companies up for the challenge?

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  • Bridging the (Expanding) CMO-CEO Divide

     Champions of Growth Podcast   December 13, 2023  

    Ed See and Robert Tas, partners at McKinsey, join host Matthew Schwartz to discuss the results of their recent survey and offer some salient and actionable advice for how chief marketers can foster a more productive relationship with their CEO.

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  • GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success

     Event Recaps   December 5, 2023  

    GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.

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  • GeoBlue’s Modern Marketing Transformation: Reshaping Strategies and Teams for Success

     Conference Session Videos   December 5, 2023  

    In this video, GeoBlue CMO Lynn Pina outlined her method for building out a marketing team and responsibilities that could effectively support the business’s growth strategy, sharing tips and best practices she learned during the process of developing it.

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  • Seeing the “How” in Business Transformation

     Champions of Growth Podcast   November 22, 2023  

    Allen Adamson, former chairman, North America of branding agency Landor, joins host Matthew Schwartz to talk about why it’s incumbent upon brand managers to “zoom out” on their audiences to bolster consumer engagement and generate better returns.

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  • Which Pandemic-Induced Changes in Consumer Behavior Are Here to Stay?

     Podcast Clips   November 22, 2023  

    Allen Adamson, cofounder of Metaforce.com, shares his perspective on which behavioral changes wrought by the COVID-19 pandemic are going to remain permanent.

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  • Can B2B Brands Shift to a Full-Funnel Marketing Strategy?

     Champions of Growth Podcast   November 15, 2023  

    Google's Doug Novack joins host Matthew Schwartz to discuss the ongoing debate throughout the B2B field about performance marketing versus brand advertising, the rapidly growing role of generative AI in both branding and lead generation efforts, and why it’s incumbent upon B2B companies to pivot to a full-funnel marketing strategy.

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  • Creativity, Digital Experiences, and AI — from Adobe

     CMO Content   November 15, 2023  

    Scott Belsky, Chief Strategy Officer and EVP, Design and Emerging Products at Adobe, explains why creativity and personalized digital experiences will change everything — and shares his view on “The Five Waves of Change.”

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  • How to Fix a Broken B2B Marketing Automation Strategy

     B2B   October 18, 2023  

    As they face increasing pressure to provide adequate returns, marketers need to establish clear guidelines for where to invest and ultimately prove the effectiveness of marketing automation. They also must implement test-and-learn scenarios to continuously optimize automation investments, cease lower-performing marketing activities, and personalize their marketing campaigns across multiple channels.

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  • Reaching People with Disabilities Authentically

     B2C   September 26, 2023  

    By ignoring people with disabilities, brands are not only potentially alienating a large swath of the population, they're also leaving money on the table. New research conducted by Morning Consult found that 84 percent of respondents had a more favorable impression of companies that are inclusive of people with disabilities in their marketing and advertising and 80 percent wanted to do more business with such companies.

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  • Black Executive CMO Alliance (BECA) Plays a Crucial Role Spurring Diversity, Equity, and Inclusion

     Champions of Growth Podcast   August 30, 2023  

    BECA's Jerri DeVard joins host Matthew Schwartz to discuss the apparent backsliding within the marketing and ad industries when it comes to diversity, equity, and inclusion, the danger for companies that give diversity short shrift and how CMOs and marketers develop new business models to build a more equitable workplace.

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  • How Marketers Fortify Their "Castle"

     Champions of Growth Podcast   August 16, 2023  

    Sandeep Chennakeshu, COO of digital-imaging radar company Uhnder, joins host Matthew Schwartz for a wide-ranging discussion regarding how marketers can demonstrate their value and spike the top and bottom lines.

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  • Cutting Through the Fog of Marketing

     Champions of Growth Podcast   June 28, 2023  

    Jim Williams, CMO of Uptempo, which provides marketing software, joins host Matthew Schwartz to talk about the most effective ways for B2B marketers to update their operating models, align advertising strategy with execution, and communicate the benefits of marketing to an ever-growing number of stakeholders.

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  • Six Tips for Staffing In-House Agencies and Building Their Cultures

     Event Recaps   June 13, 2023  

    Andrew McKechnie, who formerly held leadership roles at the in-house agencies of Apple and Verizon, offered six tips for hiring for and building the culture of an in-house agency.

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  • Just Talking About Sustainability Efforts Leaves Consumers Unimpressed

     Social Impact   June 5, 2023  

    Brands will most likely face a severe backlash — and accusations of greenwashing — unless they can show the public that their sustainability activities are making a tangible difference in protecting the environment. Simply advertising their efforts with aspirational messaging won't cut it with discernible consumers.

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