As we wind down 2023 and approach our 400th episode of Marketing Today, we wanted to highlight our Top 10 Most Downloaded episodes of the year. We had some amazing guests on the show in 2023 and we are looking forward to continuing to bring you insightful conversations with the most influential leaders in the industry.
None of this would be possible without listeners, like you! So, thank you for your support as we enter our ninth year of the show.
The B2B2C or B2B2B model that Extend operates in has unique challenges. Guillaume Bouvard, the COO, CMO, and co-founder of Extend, shares how they utilize marketing to overcome these challenges and leverage partnerships to enhance their offerings. In this episode, Alan and Guillaume discuss Extend’s innovative approach within the financial realm, their unique value proposition, and what he and his team do to continue effective marketing efforts well after a customer walks in the door.
- Guillaume’s founding story and how he has found success with his two other friends
- What Extent does today in the virtual card and payment spaces
- How Extend conceptualizes marketing to support its goals
Before becoming Chief Marketing Officer at BILL, Sarah Acton was a small business owner herself. This experience makes her uniquely qualified to understand and connect with the SMB’s BILL serves. In this episode, Alan and Sarah discuss what her marketing department is doing to help drive discovery, their recent rebrand, and the importance of bringing more humanity into the tech-driven operation.
- How being a small business owner impacted Sarah’s marketing career
- The importance of your team having a shared connection to the mission and values
- Why marketing to small businesses is so complex and diverse
#8 Striking the Balance between Intuition and Information with Oded Netzer, Co-Author of “Decisions Over Decimals”
With great data comes great responsibility. In 2023, marketers were thinking about making the most of the data we have and using it well. In this episode, Alan speaks with a certified authority in data-driven decision-making, Oded Netzer, about the prevailing data misconceptions in marketing, the evolving landscape of unstructured data, and the importance of demonstrating that marketing is not just a cost but can also drive revenue.
- “Decisions Over Decimals”: Why this book and why now?
- What we should be thinking about in terms of good data-based decision-making
- How quantitative intuition is relevant to Prompt Engineers using tools like ChatGPT
Inflation, global competition, and shifting consumer preferences are challenges for all marketers. Despite these impacts, Renfro has maintained its position as the largest sock company in the world. Kadian Langlais, Chief Marketing Officer at Renfro Brands, oversees their diverse portfolio of brands and maintains their position as the largest manufacturer of socks in the U.S. In this episode, Alan and Kadian discuss how she has helped modernize Renfro through a full rebrand and how they have remained a dominant force through turbulent times.
- What is the role of marketing among rising commodity prices, global competition, and dynamic consumer preferences?
- Why do marketers often take the lead in DEI initiatives?
- Observations and advice for WOC Executives
Known for his iconic campaigns during his 18 years at Apple and his passion for blending design with business strategy, our conversation with Airbnb’s Head of Global Marketing, Hiroki Asai, is no surprise as one of our most popular episodes of the year. In this episode, Alan and Hiroki discuss Airbnb’s post-pandemic rebalancing of spend between performance and brand, the importance of storytelling and differentiation in marketing, and their new campaigns influenced by first-hand user experiences.
- The benefits of in-house creative teams
- What Hiroki looks for when he’s hiring new creative team members
- What makes a great campaign?
#5 Bringing Your Brand Purpose to Life with Raj Pudipeddi, CMO of Align Technology, makers of Invisalign
Raj Pudipeddi called himself an “accidental marketer,” but with one of the most downloaded Marketing Today episodes of the year, it’s safe to say his success in the industry is no accident! He and his team at Align Technology are creating a whole new market and modernizing a discipline that has been stationary for hundreds of years. In this episode, Alan and Raj discuss the first steps he took when he arrived at Align Technology, how he has transformed the organization to deliver on the brand purpose, and how they are driving demand both in the general population and in doctor’s offices.
- How seamless integrations are increasing throughput and driving demand
- How Align is creating a new market and modernizing a stationary discipline
- Where Raj learned his leadership style
#4 Empathy-based and Effortlessly Stylish Marketing with Matt Lattman, SVP of Acquisition Marketing at Discover
Bringing in new consumers and using personalization rights are hot topics as we rebound from the pandemic and wrestle with huge amounts of data. When it comes to getting acquisition marketing right and identifying the target audience, good outcomes tend to be focused on, but what is more essential is understanding bad outcomes. This is just one of the things we learned from Matt Lattman about how he conceptualizes acquisition marketing at Discover. Matt and Alan also talk about the benefits and challenges of marketing a highly recognizable brand and how Matt and his team make their advertisements feel like a letter from the brand to the consumer.
- What Acquisition Marketing is and the critical aspects of doing it right
- Benefits and challenges of marketing a highly recognizable brand
- What AI-generated creative is missing
From no product, no platform, and no recurring revenue to $8 million in subscription revenue in the first year and 400% year-over-year growth. Amrita Mathur joined Superside as their first marketing hire in 2019, and now, as VP of Marketing, she joined us to talk about the moves that played a key role in taking Superside from $0 to $55 million in annual recurring revenue in just four years and the importance of making sure your design and creative operation teams run efficiently and effectively.
- What is the Superside use case?
- How Amrita took Superside from $0 to $55 million in ARR in four years
- The benefits of a marketing-first mindset
#2 Building a Kinder, Braver World with Joshua Hollin, Digital Associate at Born This Way Foundation
The world can always use more kindness, so it was great to see that our interview with Joshua Hollin was one of the most popular of the year! Joshua manages digital content to serve the Born This Way Foundation’s mission of building a kinder, braver world. In this episode, we learn about the foundation’s initiatives, the impact of social media on today’s youth, and the misconceptions and stigmas surrounding mental health. Through proactive engagement, resourceful outreach, and fostering empathetic dialogues, Joshua and his team are inspiring a cultural shift towards kindness, emotional validation, and mental health prioritization among the younger generation.
- How is the Born This Way Foundation supporting the mental health of young people and working with them to build a kinder and braver world?
- How can businesses get involved with the Born This Way Foundation?
- The importance of accessible resources for young people
In this episode, Alan spoke with Lauren Weinberg about her role as Chief Marketing and Communications Officer at Square. Since this episode’s release in July, Lauren has become the Chief Marketing and Revenue Officer at Intuit. Lauren was with Square for six and a half years and talks to us about their business model, how it has dimensionalized and expanded over the years, the impact of data on Square’s marketing efforts, and the incrementalism and principled risks that marketing organizations need to take to be competitive.
- The benefits and challenges of implementing “audience first” marketing
- How incrementalism, principled risks, and a culture of learning drive innovation at Square
- Laurens take on marketing cuts in light of an oncoming recession
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