Today on Memorable Marketing, Bart speaks to Cassandra Gowing, a Marketing Consultant and the ex-Head of Marketing at Radley London. She has over 13 years of experience in brand marketing and social media, alongside a strong background in the press, influencers, and creative campaigns. The pair talk about what Cassandra did to introduce the British brand Hunter to the US market, make it stand out, and reposition the Radley London brand to make it attractive to younger audiences. Cassandra explains that in order to position a fashion brand, she had to tailor specific campaigns to different audiences. She also had to pick and consider certain channels that were more fashion-forward and which resonated with certain audience demographics, such as Instagram and TikTok’s video content, reaching more Gen Z consumers. In the end, it came down to segmenting audiences and targeting them based on the specific products that were being pushed.  Cassandra’s experience mainly revolves around the fashion industry and predominately comes from a social media background. As such, Cassandra is always thinking about how the consumer is interacting with campaigns from digital channels.  Cassandra also highlights some brands she admires or thinks do well, and most of them focus on growing and cultivating their communities, values, and what they stand for, making them stand apart as a business.  Finally, Bart and Valeriia wrap up the podcast by discussing how Cassandra overcame the challenges of pivoting the brands she was working with towards a younger audience by collaborating and working with influencers.   Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com   

Today on Memorable Marketing, Bart speaks to <a href="https://www.linkedin.com/in/cassgowing/" rel="nofollow" target="_blank">Cassandra Gowing</a>, a Marketing Consultant and the ex-Head of Marketing at Radley London. She has over 13 years of experience in brand marketing and social media, alongside a strong background in the press, influencers, and creative campaigns. The pair talk about what Cassandra did to introduce the British brand Hunter to the US market, make it stand out, and reposition the Radley London brand to make it attractive to younger audiences. Cassandra explains that in order to position a fashion brand, she had to tailor specific campaigns to different audiences. She also had to pick and consider certain channels that were more fashion-forward and which resonated with certain audience demographics, such as Instagram and TikTok’s video content, reaching more Gen Z consumers. In the end, it came down to segmenting audiences and targeting them based on the specific products that were being pushed.  Cassandra’s experience mainly revolves around the fashion industry and predominately comes from a social media background. As such, Cassandra is always thinking about how the consumer is interacting with campaigns from digital channels.  Cassandra also highlights some brands she admires or thinks do well, and most of them focus on growing and cultivating their communities, values, and what they stand for, making them stand apart as a business.  Finally, Bart and Valeriia wrap up the podcast by discussing how Cassandra overcame the challenges of pivoting the brands she was working with towards a younger audience by collaborating and working with influencers.    <a href="https://mediagroupww.com/en/insights/?type=Podcast" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>

Episode 38 | Repositioning fashion brands

Today on Memorable Marketing, Bart speaks to Louise Baek Sedoc, a Marketing Specialist at celebrity beauty brand Rudolph Care, established by Andrea Elisabeth Rudolph. The company is a certified and sustainable Danish skincare brand that aims to pair luxury along with consideration for the natural world as well as individual health.  Here, the pair talk about how Rudolph Care goes out to communicate its brand and values to consumers, how the marketing landscape has shifted to more video content, as well as its marketing campaigns and operations. Louise explains that it is important that brands connect to their audiences on a deeper level and earn the space they take in the media advertising landscape. This is mainly done by creating relevant content that inspires, educates, and provides value. In the case of Rudolph Care and its beauty marketing, the company is focusing on empowering consumers with knowledge about safe and sustainable skincare ingredients, so they can make better-informed buying decisions.Louise’s experience mainly revolves around working on campaign management in the media industry. She shares her insights on skincare marketing, and how it is vital to capture an audience’s attention quickly and then educate them on various choices in the market.Louise also highlights some brands she admires and is inspired by, and what businesses can learn from them, as well as her experience working on Volvo Tracks’ Epic Split campaign and how it impacted her career.Finally, Bart and Valeriia wrap up the podcast by discussing how Rudolph Care has to develop new strategies to expand in different markets where consumers may not know about their founder. Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com  

Today on Memorable Marketing, Bart speaks to <a href="https://www.linkedin.com/in/louise-baek-sedoc-83058b23/" rel="nofollow" target="_blank">Louise Baek Sedoc</a>, a Marketing Specialist at celebrity beauty brand Rudolph Care, established by Andrea Elisabeth Rudolph. The company is a certified and sustainable Danish skincare brand that aims to pair luxury along with consideration for the natural world as well as individual health.  Here, the pair talk about how Rudolph Care goes out to communicate its brand and values to consumers, how the marketing landscape has shifted to more video content, as well as its marketing campaigns and operations. Louise explains that it is important that brands connect to their audiences on a deeper level and earn the space they take in the media advertising landscape. This is mainly done by creating relevant content that inspires, educates, and provides value. In the case of Rudolph Care and its beauty marketing, the company is focusing on empowering consumers with knowledge about safe and sustainable skincare ingredients, so they can make better-informed buying decisions. Louise’s experience mainly revolves around working on campaign management in the media industry. She shares her insights on skincare marketing, and how it is vital to capture an audience’s attention quickly and then educate them on various choices in the market. Louise also highlights some brands she admires and is inspired by, and what businesses can learn from them, as well as her experience working on Volvo Tracks’ Epic Split campaign and how it impacted her career. Finally, Bart and Valeriia wrap up the podcast by discussing how Rudolph Care has to develop new strategies to expand in different markets where consumers may not know about their founder. <a href="https://mediagroupww.com/en/insights/?type=Podcast" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>

Episode 37 | Skincare marketing: how to sell value and educate customers

In today's episode - the thirty-sixth in our series - Bart Burggraaf, partner at MediaGroup, speaks with Mark Frankel, the Director of Content Operations at International SOS. The company helps to mitigate and reduce exposure to health and security risks by designing robust and customized preventive reports.   In addition to talking about his role at International SOS, Mark highlights his previous experiences at Philip Morris and the BBC. Mark's experiences have taught him that building personal connections in content marketing is crucial, as marketing is all about trust. To him, this is how businesses can create and maintain relationships with their target audience. Mark has a deep passion for storytelling and unearthing hidden narratives, which his time at the BBC demonstrates. He then pivoted to Philip Morris as he was interested in the idea of working on a campaign to create a smoke-free world. This was influenced by his mother's early death from cancer at the age of 65 as a result of being a heavy smoker, despite trying to quit multiple times. Finally, Bart and Valeriia wrap up the podcast by discussing how companies should take a targeted approach when content marketing by considering suitable channels and adjusting marketing messages if needed.  Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: info@mediagroupww.com  

In today's episode - the thirty-sixth in our series - Bart Burggraaf, partner at MediaGroup, speaks with <a href="https://www.linkedin.com/in/markfrankel29/" rel="nofollow" target="_blank">Mark Frankel</a>, the Director of Content Operations at International SOS. The company helps to mitigate and reduce exposure to health and security risks by designing robust and customized preventive reports.   In addition to talking about his role at International SOS, Mark highlights his previous experiences at Philip Morris and the BBC. Mark's experiences have taught him that building personal connections in content marketing is crucial, as marketing is all about trust. To him, this is how businesses can create and maintain relationships with their target audience.  Mark has a deep passion for storytelling and unearthing hidden narratives, which his time at the BBC demonstrates. He then pivoted to Philip Morris as he was interested in the idea of working on a campaign to create a smoke-free world. This was influenced by his mother's early death from cancer at the age of 65 as a result of being a heavy smoker, despite trying to quit multiple times.  Finally, Bart and Valeriia wrap up the podcast by discussing how companies should take a targeted approach when content marketing by considering suitable channels and adjusting marketing messages if needed.   <a href="https://mediagroupww.com/en/podcast/" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.  If you want to discuss your business's marketing strategies with MediaGroup, feel free to contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>

Episode 36 | Building brand trust through content and social media

Today on Memorable Marketing, Bart speaks to Christian Johansen, the Global Digital Marketing Manager at Universal Robots. The company is a leading global manufacturer of collaborative robots to assist in automating and streamlining production processes.  Here, the pair talk about different and unique ways to market a brand, the implementation of B2C working methods for B2B marketing, and how that impacts the customer journey.  Christian explains that opening additional channels helps build a better user experience. In his eyes, companies nowadays need to have well-designed websites in addition to attentive customer service. Therefore, brands should make it easy for customers to do business with them. This means making the customer's journey as frictionless as possible. Additionally, he also says that brands should focus on addressing their customer's pain points as a way to get them interested in a product or service.  Christian's experience mainly revolves around digital marketing. He shares his insights regarding challenging the traditional ways of doing business, integrating online and offline tactics and explaining Universal Robot's approach to digital marketing. He also highlights some brands he admires and is inspired by from a marketing POV, and what businesses can learn from them.  Finally, Bart and Valeriia wrap up the podcast by discussing how companies can pivot their approach by utilizing various marketing platforms and adopting a customer-centric approach.  Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’ marketing strategies with MediaGroup Worldwide, feel free to contact us at: info@mediagroupww.com 

Today on Memorable Marketing, Bart speaks to <a href="https://www.linkedin.com/in/christian-guldholm-johansen-67208b5/" rel="nofollow" target="_blank">Christian Johansen</a>, the Global Digital Marketing Manager at Universal Robots. The company is a leading global manufacturer of collaborative robots to assist in automating and streamlining production processes.  Here, the pair talk about different and unique ways to market a brand, the implementation of B2C working methods for B2B marketing, and how that impacts the customer journey.  Christian explains that opening additional channels helps build a better user experience. In his eyes, companies nowadays need to have well-designed websites in addition to attentive customer service. Therefore, brands should make it easy for customers to do business with them. This means making the customer's journey as frictionless as possible. Additionally, he also says that brands should focus on addressing their customer's pain points as a way to get them interested in a product or service.  Christian's experience mainly revolves around digital marketing. He shares his insights regarding challenging the traditional ways of doing business, integrating online and offline tactics and explaining Universal Robot's approach to digital marketing. He also highlights some brands he admires and is inspired by from a marketing POV, and what businesses can learn from them.  Finally, Bart and Valeriia wrap up the podcast by discussing how companies can pivot their approach by utilizing various marketing platforms and adopting a customer-centric approach. <a href="https://mediagroupww.com/en/podcast/" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’ marketing strategies with MediaGroup Worldwide, feel free to contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com </a>

Episode 35 | Disruptive marketing

Today on Memorable Marketing, Bart speaks to Liz Fendt, a marketeer, currently Global CMO at TÜV SÜD, who works to bring German products and services to a global audience in a career spanning Asia and Europe. The state of the global marketing industry, regional and national differences, and the convergence of B2B and B2C marketing are just some of the topics covered in this episode. International marketing often works on a hub structure, and Liz shares her opinions on how to balance the improved efficiency of a centralized, powerful hub and the risk of this becoming an ‘ivory tower’ with little understanding of on-the-ground realities in target markets. Liz links this to the marketing funnel, with lower stages led ideally by local teams and higher-level decisions made out of a central hub. Liz stresses the importance of centrally aligning marketing software and tech platforms while allowing local teams to approach potential clients effectively. A consistent theme in the conversation is cultural differences. Liz’s career has seen her working for German companies in Asia, and one insight is how Asia is quicker on the uptake with new technologies and has a generally more saturated marketing environment. In Europe, white papers and other time-intensive materials still play a key role, whereas in Asia, short video content is the norm, a trend which may spread to Europe in the coming years. Next, Bart and Liz discuss the most effective strategies for key account targeting, including the ongoing importance of face-to-face marketing opportunities such as trade shows. Liz raises the idea of recycling content, using panel appearances to produce LinkedIn, email communications and video content for other social media. Finally, Liz highlights some inspiring brands and the differences between ‘greenwashed’ and real sustainability campaigns before Bart and Valeriia wrap up the conversation with a discussion of cultural differences in marketing and the importance of brand control. Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.If you want to discuss your business's marketing strategies with MediaGroup Worldwide, contact us at: info@mediagroupww.com.

Today on Memorable Marketing, Bart speaks to<a href="https://www.linkedin.com/in/lizfendt/" rel="nofollow" target="_blank"> Liz Fendt</a>, a marketeer, currently Global CMO at TÜV SÜD, who works to bring German products and services to a global audience in a career spanning Asia and Europe. The state of the global marketing industry, regional and national differences, and the convergence of B2B and B2C marketing are just some of the topics covered in this episode. International marketing often works on a hub structure, and Liz shares her opinions on how to balance the improved efficiency of a centralized, powerful hub and the risk of this becoming an ‘ivory tower’ with little understanding of on-the-ground realities in target markets. Liz links this to the marketing funnel, with lower stages led ideally by local teams and higher-level decisions made out of a central hub. Liz stresses the importance of centrally aligning marketing software and tech platforms while allowing local teams to approach potential clients effectively. A consistent theme in the conversation is cultural differences. Liz’s career has seen her working for German companies in Asia, and one insight is how Asia is quicker on the uptake with new technologies and has a generally more saturated marketing environment. In Europe, white papers and other time-intensive materials still play a key role, whereas in Asia, short video content is the norm, a trend which may spread to Europe in the coming years. Next, Bart and Liz discuss the most effective strategies for key account targeting, including the ongoing importance of face-to-face marketing opportunities such as trade shows. Liz raises the idea of recycling content, using panel appearances to produce LinkedIn, email communications and video content for other social media. Finally, Liz highlights some inspiring brands and the differences between ‘greenwashed’ and real sustainability campaigns before Bart and Valeriia wrap up the conversation with a discussion of cultural differences in marketing and the importance of brand control. <a href="https://mediagroupww.com/en/podcast/" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business's marketing strategies with MediaGroup Worldwide, contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 34 | Global vs. Localized marketing

Today’s guest is Lars Tvede, an investor, entrepreneur &amp; bestselling author. He has founded a string of companies in the financial sector and written multiple books on marketing strategy, finance, macroeconomics, applied futurism, and industrial development.Thomas and Lars take us through a wide-reaching conversation, where Lars describes his theories of economic development and links the story back to the key trends for marketers in the coming decades.Lars believes there was an ‘explosion of human creativity’ in 1450 and contrasts this with Malthusian fears of global famine and collapse. Continuing exponential growth during new phases of technological change means certain segments, in recent years those linked to digitalisation, have seen immense profit increases. Marketing success will focus on businesses in new segments in line with recent growth trends, but that does not mean older business models aren’t viable. Lars uses the example of Swiss watchmakers to criticise some of the excesses of the ‘fourth industrial revolution’ discourse and give an idea of who will not need to adjust their business model to ‘the experience economy’ or other trends of the last decade.Lar’s experience is focused on the financial sector, but he shares insights that apply across all market segments. Of particular interest to marketers will be the discussion of the ‘experience economy’, a new but firmly established trend that impacts consumer behaviour, especially among younger generations.Finally, Lars describes his marketing experiences working on new book releases and video interviews. Marketers will be interested (and perhaps surprised) to hear that interviews with mistakes or interruptions outperform those running smoothly. Network effects are well-known in marketing, and the opportunities to agencies presented by outsourcing and automation are considered before Thomas concludes the conversation.Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: info@mediagroupww.com.

Today’s guest is<a href="https://www.linkedin.com/in/lars-tvede/" rel="nofollow" target="_blank"> Lars Tvede</a>, an investor, entrepreneur &amp; bestselling author. He has founded a string of companies in the financial sector and written multiple books on marketing strategy, finance, macroeconomics, applied futurism, and industrial development. Thomas and Lars take us through a wide-reaching conversation, where Lars describes his theories of economic development and links the story back to the key trends for marketers in the coming decades. Lars believes there was an ‘explosion of human creativity’ in 1450 and contrasts this with Malthusian fears of global famine and collapse. Continuing exponential growth during new phases of technological change means certain segments, in recent years those linked to digitalisation, have seen immense profit increases. Marketing success will focus on businesses in new segments in line with recent growth trends, but that does not mean older business models aren’t viable. Lars uses the example of Swiss watchmakers to criticise some of the excesses of the ‘fourth industrial revolution’ discourse and give an idea of who will not need to adjust their business model to ‘the experience economy’ or other trends of the last decade. Lar’s experience is focused on the financial sector, but he shares insights that apply across all market segments. Of particular interest to marketers will be the discussion of the ‘experience economy’, a new but firmly established trend that impacts consumer behaviour, especially among younger generations. Finally, Lars describes his marketing experiences working on new book releases and video interviews. Marketers will be interested (and perhaps surprised) to hear that interviews with mistakes or interruptions outperform those running smoothly. Network effects are well-known in marketing, and the opportunities to agencies presented by outsourcing and automation are considered before Thomas concludes the conversation. <a href="https://mediagroupww.com/en/podcast/" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 33 | Marketing for entrepreneurs

In today’s episode – the thirty-second in our series – MediaGroup founding partner Bart Burggraaf speaks to Mark Ong, corporate marketing director at Phoenix Contact.Mark brings the insights he has gleaned from a 16-year marketing career working on many niche, technical and international campaigns.  This episode focuses on a revenue-driven approach – a strategy focusing on measurable sales outputs to maximise value-add and reportability.Working in niche markets in the B2B segment across companies including Honeywell, A4 Tech and most recently, Phoenix Contact, Mark highlights the importance of a revenue-driven marketing strategy.  As part of the general trend towards ‘digital first’, focusing on a close relationship with sales and performance measurement allows marketers to show their utility and protect from the trap of being seen as a cost centre.Trade shows are a key part of the marketing journey in niche markets and for technical products.  Interestingly, Mark noticed an improvement in trade show engagement during the COVID lockdown, as virtual reality and easier tracking of attendants improved engagement with marketing.  Mark discusses avoiding common trade show mistakes, such as speaking to the same sales staff.Throughout, the importance of measurement is stressed again and again.  If you can't measure performance and link it to marketing spending, it is hard to justify the department's role.  As Mark says, 'if it isn't on Salesforce, it didn't happen.'Memorable Marketing by MediaGroup is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests.If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: info@mediagroupww.com.

In today’s episode – the thirty-second in our series – MediaGroup founding partner Bart Burggraaf speaks to <a href="https://www.linkedin.com/in/ongmark/" rel="nofollow" target="_blank">Mark Ong</a>, corporate marketing director at Phoenix Contact. Mark brings the insights he has gleaned from a 16-year marketing career working on many niche, technical and international campaigns.  This episode focuses on a revenue-driven approach – a strategy focusing on measurable sales outputs to maximise value-add and reportability. Working in niche markets in the B2B segment across companies including Honeywell, A4 Tech and most recently, Phoenix Contact, Mark highlights the importance of a revenue-driven marketing strategy.  As part of the general trend towards ‘digital first’, focusing on a close relationship with sales and performance measurement allows marketers to show their utility and protect from the trap of being seen as a cost centre. Trade shows are a key part of the marketing journey in niche markets and for technical products.  Interestingly, Mark noticed an improvement in trade show engagement during the COVID lockdown, as virtual reality and easier tracking of attendants improved engagement with marketing.  Mark discusses avoiding common trade show mistakes, such as speaking to the same sales staff. Throughout, the importance of measurement is stressed again and again.  If you can't measure performance and link it to marketing spending, it is hard to justify the department's role.  As Mark says, 'if it isn't on Salesforce, it didn't happen.' Memorable Marketing by <a href="https://mediagroupww.com/" rel="nofollow" target="_blank">MediaGroup</a> is a series of interview podcasts with leading senior marketers, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’s marketing strategies with MediaGroup, contact us at:<a href="mailto:info@mediagroupww.com"> info@mediagroupww.com. </a>

Episode 32 ❙ How to become a revenue-driven marketer

Our new episode of Memorable Marketing sees us welcoming Jaslyin Qiyu, head of Client, Digital channels and Content Marketing at Citibank. Jaslyin has worked with some of the biggest names in the financial sector and has fascinating insights on the relations of marketing departments to other teams, as well as some of the constraints put on campaigns by major companies. Jaslyin’s career has seen her work across marketing functions, from copywriting to managing strategy roll-outs, across a wide range of clients, with a focus on international finance.  Lead generation can be a contentious issue. Jaslyin presents a nuanced view, describing the situations where sales and marketing can take joint responsibility for lead quality and follow-up. Sales and marketing cooperation is vital, and overcoming common disputes requires intelligence and tact. Traditionally, major banks like Citi were focused on product marketing, and the expansion into content has come recently, in the last five years. Jaslyin describes the forays into mobile and B2C marketing taking place in Citi’s wealth management department. Additionally, the creative constraints that stem from working within a large, regulated institution are discussed. The value of content marketing for B2B is dependent on its targeting. Different levels of contact are appropriate in different situations, and Jaslyin describes some of the events and methods used to meet each need. Account-Based Marketing involves targeting communications directed to a specific prospect. Finally, Bart and Jaslyin discuss how the competitive landscape affects marketing strategies. Particular attention is paid to first movers versus fields crammed with similar companies. Memorable Marketing by MediaGroup is a series of interview podcasts with leading CMOs, business innovators, entrepreneurs and marketing professionals, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: info@mediagroupww.com. 

Our new episode of Memorable Marketing sees us welcoming <a href="https://www.linkedin.com/in/jaslyin/" rel="nofollow" target="_blank">Jaslyin Qiyu</a>, head of Client, Digital channels and Content Marketing at Citibank. Jaslyin has worked with some of the biggest names in the financial sector and has fascinating insights on the relations of marketing departments to other teams, as well as some of the constraints put on campaigns by major companies. Jaslyin’s career has seen her work across marketing functions, from copywriting to managing strategy roll-outs, across a wide range of clients, with a focus on international finance.  Lead generation can be a contentious issue. Jaslyin presents a nuanced view, describing the situations where sales and marketing can take joint responsibility for lead quality and follow-up. Sales and marketing cooperation is vital, and overcoming common disputes requires intelligence and tact. Traditionally, major banks like Citi were focused on product marketing, and the expansion into content has come recently, in the last five years. Jaslyin describes the forays into mobile and B2C marketing taking place in Citi’s wealth management department. Additionally, the creative constraints that stem from working within a large, regulated institution are discussed. The value of content marketing for B2B is dependent on its targeting. Different levels of contact are appropriate in different situations, and Jaslyin describes some of the events and methods used to meet each need. Account-Based Marketing involves targeting communications directed to a specific prospect. Finally, Bart and Jaslyin discuss how the competitive landscape affects marketing strategies. Particular attention is paid to first movers versus fields crammed with similar companies. <a href="https://mediagroupww.com/en/podcast/" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup</a> is a series of interview podcasts with leading CMOs, business innovators, entrepreneurs and marketing professionals, holding free-ranging conversations on their careers, outlook and interests. If you want to discuss your business’s marketing strategies with MediaGroup, contact us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 31 ❙ Finance marketing driven by content

Our new episode of Memorable Marketing sees us welcoming Lisbet Stolberg, the new CMO at HusCompagniet. Having worked in teams and led projects across the book, film and now housing sectors, Lisbet has a remarkable breadth of experience in developing stories and brand creation. She discusses the importance of strong products, word of mouth, and the value of collecting client data.Lisbet joins us at an interesting time, as she is currently between a role working as CMO at a book publishing house and an imminent new CMO position in the housing sector. With her background in film and book publishing, Lisbet has some fascinating insights about the differences between industries and how to sell stories across sectors successfully.Lisbet is a strong advocate for a marketing approach led by an understanding of the underlying business – in her words, ‘numbers come first’. The importance of an excellent product and word-of-mouth are constants across such diverse industries as film and print media and residential property.Once the underlying business fundamentals are in place and working with an entire commercial team to support the story, Lisbet is familiar with the complex demands of the CMO role. With some interesting advice for marketing professionals, particularly around carrying out the same role in different industries, this conversation covers a lot of ground and offers some useful insights.Memorable Marketing by MediaGroup is a series of interview podcasts with leading CMOs, business innovators and marketing professionals, holding free-ranging conversations on their careers, outlook and interests. Please join the conversation now by commenting below. If you want to discuss your business’s marketing strategies with MediaGroup Worldwide, feel free to contact us at: info@mediagroupww.com.

Our new episode of Memorable Marketing sees us welcoming <a href="https://www.linkedin.com/in/lisbetstolberg/" rel="nofollow" target="_blank">Lisbet Stolberg</a>, the new CMO at HusCompagniet. Having worked in teams and led projects across the book, film and now housing sectors, Lisbet has a remarkable breadth of experience in developing stories and brand creation. She discusses the importance of strong products, word of mouth, and the value of collecting client data. Lisbet joins us at an interesting time, as she is currently between a role working as CMO at a book publishing house and an imminent new CMO position in the housing sector. With her background in film and book publishing, Lisbet has some fascinating insights about the differences between industries and how to sell stories across sectors successfully. Lisbet is a strong advocate for a marketing approach led by an understanding of the underlying business – in her words, ‘numbers come first’. The importance of an excellent product and word-of-mouth are constants across such diverse industries as film and print media and residential property. Once the underlying business fundamentals are in place and working with an entire commercial team to support the story, Lisbet is familiar with the complex demands of the CMO role. With some interesting advice for marketing professionals, particularly around carrying out the same role in different industries, this conversation covers a lot of ground and offers some useful insights. <a href="https://mediagroupww.com/en/podcast/" rel="nofollow" target="_blank">Memorable Marketing by MediaGroup </a>is a series of interview podcasts with leading CMOs, business innovators and marketing professionals, holding free-ranging conversations on their careers, outlook and interests. Please join the conversation now by commenting below.  If you want to discuss your business’s marketing strategies with MediaGroup Worldwide, feel free to contact us at: info@mediagroupww.com.

Episode 30 ❙ Numbers come first: marketing across industries

Today’s episode of Memorable Marketing sees us welcoming Joanna Viileinen, Marketing and Communications Manager at Rototec Group, a geo-energy company. With extensive experience working on global campaigns in Finland and the UK, Joanna shares her thoughts on the challenges and rewards of working in niche sectors with precision customer targeting, industry press, and building paid campaigns for indirect decision-makers. Joanna points out that B2B marketing shouldn't be so serious and boring. And this she succeeds in.Discussing our theme that ‘B2B marketing need not be boring’, Joanna talks us through a career that has involved paid campaigns with David Hasselhoff, working with vital industries trying to develop new energy sources, and of course, various marketing challenges that come with them.Joanna discusses the power of gamification, particularly when aimed at indirect decision-makers, in drawing people’s attention to new products. Marketing in high-tech industries with their dedicated press and small influential networks of key players requires a high level of creativity in campaigns and a targeted approach. Additionally, Bart and Joanna discuss some of the cultural differences that need to be understood when running global campaigns or translating slogans from one language to another. The importance of having native speakers on the ground is highlighted, as well as the ongoing need to have a ‘real world’ presence – typified by successful bricks and mortar companies like Lego.Memorable Marketing by MediaGroup is a series of interview podcasts with leading CMOs, business innovators, entrepreneurs and marketing professionals, holding free-ranging conversations on their careers, outlook and interests. Please join the conversation now by making a comment below. If you want to discuss your business's marketing strategies with MediaGroup Worldwide, feel free to reach out to us at: info@mediagroupww.com.

Today’s episode of Memorable Marketing sees us welcoming <a href="https://www.linkedin.com/in/joanna-viileinen/" rel="nofollow" target="_blank">Joanna Viileinen</a>, Marketing and Communications Manager at Rototec Group, a geo-energy company. With extensive experience working on global campaigns in Finland and the UK, Joanna shares her thoughts on the challenges and rewards of working in niche sectors with precision customer targeting, industry press, and building paid campaigns for indirect decision-makers. Joanna points out that B2B marketing shouldn't be so serious and boring. And this she succeeds in.Discussing our theme that ‘B2B marketing need not be boring’, Joanna talks us through a career that has involved paid campaigns with David Hasselhoff, working with vital industries trying to develop new energy sources, and of course, various marketing challenges that come with them.Joanna discusses the power of gamification, particularly when aimed at indirect decision-makers, in drawing people’s attention to new products. Marketing in high-tech industries with their dedicated press and small influential networks of key players requires a high level of creativity in campaigns and a targeted approach. Additionally, Bart and Joanna discuss some of the cultural differences that need to be understood when running global campaigns or translating slogans from one language to another. The importance of having native speakers on the ground is highlighted, as well as the ongoing need to have a ‘real world’ presence – typified by successful bricks and mortar companies like Lego.Memorable Marketing by MediaGroup is a series of interview podcasts with leading CMOs, business innovators, entrepreneurs and marketing professionals, holding free-ranging conversations on their careers, outlook and interests. Please join the conversation now by making a comment below. If you want to discuss your business's marketing strategies with <a href="https://mediagroupww.com/en/" rel="nofollow" target="_blank">MediaGroup Worldwide</a>, feel free to reach out to us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 29 ❙ B2B marketing should not be boring

Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness.

Join us today for an edifying discussion as we talk to Darrell Alfonso from Amazon Web Services. Darrell shares his exciting career journey leading up to joining Amazon and how his first job at a mobile and email marketing software startup prepared and woke him up to the game of business. It was his eureka moment of realising that it is so much more fun than what they can ever teach you at college. Darrell is beyond passionate about educational marketing, and his career is a testimony to the success of being obsessed with customers.He went on to explore the marketing automation industry in California. It is so much more than mere email marketing. Darrell was fascinated by it and started with large-scale system implementations, driving business results and growing teams. He also started contributing to the community during this time, writing 'how to' articles and helping other people with marketing automation. Darrell is very modest about the fact that he was fortunate enough to win a few rewards in the industry, but you will agree with us after listening to our interview that he worked hard and earned each one. To name but a few of his career highlights and achievements, Darrell was:- Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021- Awarded Fearless Marketer 2018 - Marketo Champion 2018 and 2019 Many marketers look for a checklist of things to do for them to do their jobs. But, if everybody follows the same checklist, they all look and sound the same. We talk about why he believes marketers should throw away the checklists, pay attention to competitors, and obsess about their customers. As he puts it, 'don't do what everybody else is doing. Focus on your obsession with your customers and let that determine every single decision you make.'Our guest:Darrell Alfonso – Global Marketing Operations Manager at Amazon Web ServicesAmazon Web Services began exposing critical infrastructure services to businesses in web services after launching in 2006. The ultimate benefit of cloud computing, and AWS, is leveraging a new business model and turning capital infrastructure expenses into variable costs. Businesses no longer need to plan and procure servers and other IT resources weeks or months in advance. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: info@mediagroupww.com.

Join us today for an edifying discussion as we talk to Darrell Alfonso from Amazon Web Services. Darrell shares his exciting career journey leading up to joining Amazon and how his first job at a mobile and email marketing software startup prepared and woke him up to the game of business. It was his eureka moment of realising that it is so much more fun than what they can ever teach you at college. Darrell is beyond passionate about educational marketing, and his career is a testimony to the success of being obsessed with customers. He went on to explore the marketing automation industry in California. It is so much more than mere email marketing. Darrell was fascinated by it and started with large-scale system implementations, driving business results and growing teams. He also started contributing to the community during this time, writing 'how to' articles and helping other people with marketing automation. Darrell is very modest about the fact that he was fortunate enough to win a few rewards in the industry, but you will agree with us after listening to our interview that he worked hard and earned each one. To name but a few of his career highlights and achievements, Darrell was: - Named one of the "Top Martech Marketers to Follow" 2020 by Martech Alliance- Keynote speaker for Martech Conference and Get Stacked B2B Marketing Conference 2021- Awarded Fearless Marketer 2018 - Marketo Champion 2018 and 2019  Many marketers look for a checklist of things to do for them to do their jobs. But, if everybody follows the same checklist, they all look and sound the same. We talk about why he believes marketers should throw away the checklists, pay attention to competitors, and obsess about their customers. As he puts it, 'don't do what everybody else is doing. Focus on your obsession with your customers and let that determine every single decision you make.' Our guest: Darrell Alfonso – Global Marketing Operations Manager at Amazon Web Services Amazon Web Services began exposing critical infrastructure services to businesses in web services after launching in 2006. The ultimate benefit of cloud computing, and AWS, is leveraging a new business model and turning capital infrastructure expenses into variable costs. Businesses no longer need to plan and procure servers and other IT resources weeks or months in advance. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: info@mediagroupww.com.

Episode 28 ❙ Educational marketing with a customer-first obsession

With a client base that includes enterprise organisations such as Pfizer, Nestle, J&amp;J, the Australian Open and multiple government institutions — it is fascinating to hear how the CMO of an open-source software brand establishes it in a crowded tech niche. Join me for an energetic discussion as we hear why taking a data-driven approach to marketing combined with a willingness to rapidly change and move from generic to specific messaging all adds up to her successful marketing strategies. Lynne Capozzi's journey in sales and marketing over the years prepared her well for her role to accomplish exactly this. She shares amazing insight about how helping their client's websites perform is the crux of their product offering.  Their business model relies heavily on successful partnerships within the industry, and Lynne talks about how keeping communication between products open help them promote a healthy business environment. We discuss how a CMO can educate the CEO showing how data-driven decisions excel outcomes. Acquia combines the flexibility of Drupal with the world's only Open Marketing Cloud for an unrivalled enterprise Digital Experience Platform (DXP). They help enterprise companies be successful with Drupal – providing everything they need like hosting, support, templates, additional tools, security and much more. In short: it is a digital experience company that helps enterprise companies to be successful with their web properties and assist them also with running their sites. Our guest:Lynne Capozzi — CMO at AcquiaThroughout her career, Lynne had a successful track record in building and leading marketing organizations through all phases of companies — from lean startups to larger public companies. As a sales-minded marketer, she is passionate about the evolution of marketing.  Her journey with Acquia has two chapters. She joined them in 2008 but left a couple of years later to run a nonprofit. She returned to the company in 2016 to lead the marketing organization into its next phase of growth. She firmly believes in Acquia’s mission to deliver a universal platform for the world’s greatest digital experiences.Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: info@mediagroupww.com.

With a client base that includes enterprise organisations such as Pfizer, Nestle, J&amp;J, the Australian Open and multiple government institutions — it is fascinating to hear how the CMO of an open-source software brand establishes it in a crowded tech niche. Join me for an energetic discussion as we hear why taking a data-driven approach to marketing combined with a willingness to rapidly change and move from generic to specific messaging all adds up to her successful marketing strategies. Lynne Capozzi's journey in sales and marketing over the years prepared her well for her role to accomplish exactly this. She shares amazing insight about how helping their client's websites perform is the crux of their product offering.  Their business model relies heavily on successful partnerships within the industry, and Lynne talks about how keeping communication between products open help them promote a healthy business environment. We discuss how a CMO can educate the CEO showing how data-driven decisions excel outcomes. Acquia combines the flexibility of Drupal with the world's only Open Marketing Cloud for an unrivalled enterprise Digital Experience Platform (DXP). They help enterprise companies be successful with Drupal – providing everything they need like hosting, support, templates, additional tools, security and much more. In short: it is a digital experience company that helps enterprise companies to be successful with their web properties and assist them also with running their sites. Our guest: Lynne Capozzi — CMO at Acquia Throughout her career, Lynne had a successful track record in building and leading marketing organizations through all phases of companies — from lean startups to larger public companies. As a sales-minded marketer, she is passionate about the evolution of marketing.  Her journey with Acquia has two chapters. She joined them in 2008 but left a couple of years later to run a nonprofit. She returned to the company in 2016 to lead the marketing organization into its next phase of growth. She firmly believes in Acquia’s mission to deliver a universal platform for the world’s greatest digital experiences. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 27 ❙ Data-driven marketing for an open-source brand

In our series, we have had the pleasure of interviewing many CMOs from all over the world with unique stories of their journey to becoming CMO. Today, our guest brings an entirely new level of commitment to this coveted position as he steers an exciting new startup remotely from a different continent – and a unique approach focusing on use cases as opposed to user demographics.Nikita Semin, now CMO at TIGGY, worked his way up the corporate marketing ladder by fulfilling almost every possible role you can imagine in the industry – gaining valuable experience on his journey. Starting at a large media agency as a programmatic manager, Nikita worked with big brands such as Hyundai, Michelin, PayPal, Emirates, and TNT. In this role, he also built a foundation of understanding marketing and how it works.Nikita worked his way up across the entire scope of a FoodTech startup to become the CMO of Food Family in his next role. He shares how interviewing many users helped him on this journey. He also worked closely with product development and completed the acceleration at Startuplab in Moscow. He created a system for processing orders from scratch, reduced their processing time from an hour to 1 minute, created and optimized a sales funnel from the first show of a creative to the last sale and “resuscitation” of a client, and halved the cost of attraction.Join us for an insightful episode as Nikita shares his journey and talks about his current role as CMO of TIGGY and how he helps the company achieve its goal of becoming the #1 Canadian fast delivery company. They don’t focus on demographics but rather on the use cases for last-minute items. Their team makes shopping fun for customers by turning stressful last-minute shopping into a pleasurable experience.Our guest:Nikita Semin – CMO at TIGGY15-minute grocery delivery with a mission to forever change the way people buy everyday essentials. They create the future of convenience stores backed by top VCs and business angels: without queues, heavy bags, and wasted time. Your breakfast favourites, movie snacks, fresh fruit and veggies, or whatever you need can be ordered in seconds and delivered in minutes with TIGGY. They launched in Downtown Vancouver in September and built an outstanding team of skilled professionals and local experts hungry for challenging tasks.Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: info@mediagroupww.com.

In our series, we have had the pleasure of interviewing many CMOs from all over the world with unique stories of their journey to becoming CMO. Today, our guest brings an entirely new level of commitment to this coveted position as he steers an exciting new startup remotely from a different continent – and a unique approach focusing on use cases as opposed to user demographics.Nikita Semin, now CMO at TIGGY, worked his way up the corporate marketing ladder by fulfilling almost every possible role you can imagine in the industry – gaining valuable experience on his journey. Starting at a large media agency as a programmatic manager, Nikita worked with big brands such as Hyundai, Michelin, PayPal, Emirates, and TNT. In this role, he also built a foundation of understanding marketing and how it works.Nikita worked his way up across the entire scope of a FoodTech startup to become the CMO of Food Family in his next role. He shares how interviewing many users helped him on this journey. He also worked closely with product development and completed the acceleration at Startuplab in Moscow. He created a system for processing orders from scratch, reduced their processing time from an hour to 1 minute, created and optimized a sales funnel from the first show of a creative to the last sale and “resuscitation” of a client, and halved the cost of attraction.Join us for an insightful episode as Nikita shares his journey and talks about his current role as CMO of TIGGY and how he helps the company achieve its goal of becoming the #1 Canadian fast delivery company. They don’t focus on demographics but rather on the use cases for last-minute items. Their team makes shopping fun for customers by turning stressful last-minute shopping into a pleasurable experience.Our guest: Nikita Semin – CMO at TIGGY 15-minute grocery delivery with a mission to forever change the way people buy everyday essentials. They create the future of convenience stores backed by top VCs and business angels: without queues, heavy bags, and wasted time. Your breakfast favourites, movie snacks, fresh fruit and veggies, or whatever you need can be ordered in seconds and delivered in minutes with TIGGY. They launched in Downtown Vancouver in September and built an outstanding team of skilled professionals and local experts hungry for challenging tasks.Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 26 ❙ CMOs journey focusing on use cases vs demographics

We all love the convenience of quickly downloading a fast-food delivery app and having our favourite meals delivered hot and fresh to our front doors. We don’t give much thought to the complexities of how it gets there, or which marketing strategy got us to choose that specific app. This makes today’s interview with Nick Bottai, Marketing Director of Foodhub, so insightful.Nick is originally from Italy, but his curiosity has led him to many different countries, working in various industries and arriving in England five years ago. He joined Foodhub three months ago as the new Marketing Director. He shares his exciting journey in marketing – from the time when Facebook and Google My Business did not exist yet – to leading the marketing initiatives at a new company. We also discuss his challenges as a new CMO with fresh ideas, direction, and vision. Although the team was enthusiastic and curious, there was also fear about the unknown methods he proposed to his team. How did he overcome that and get his team on board with all his envisioned changes?His experience in various countries and industries prepared him well for taking on this role, as Foodhub is not as simple as it seems on the surface. It combines B2B, B2C, SaaS, Tech, POS, and so much more than meets the eye. Although they seem to be a food delivery service, that is the only thing they don’t do – yet. It took Nick more than two months to fully comprehend the magnitude of all the Foodhub products. To sum it up: Foodhub creates ecosystems (hardware and software) that connect restaurants with their customers – in an array of different ways and through various channels and products, but neatly packaged in one user-friendly application.How does Nick’s approach to caring about their customer’s revenue before their own impact his 1-, 3- and 5-year vision for the company and what he promised to deliver? Join us for another great discussion as we discover how Nick handles the challenges as CMO in such a multifaceted company, his vision, and his end goal. Our guest:Nick Bottai – Marketing Director/CMO of FoodhubNick completed his bachelor’s degree in Marketing at Università Degli Studi di Parma. He has travelled extensively and worked in many countries and industries at the management level in marketing and sales. His approach is straightforward: analyse the company, customers, market and competitors. Use the available resources and opportunities to develop the best strategies and set KPIs accordingly. Train the teams well to ensure everyone is aligned. Check that the customer’s needs are understood by everybody and addressed effectively. This approach has allowed him to generate revenue and growth in the EU and US markets for both B2B and B2C companies.Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will be happy to chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach out to us at: info@mediagroupww.com.

We all love the convenience of quickly downloading a fast-food delivery app and having our favourite meals delivered hot and fresh to our front doors. We don’t give much thought to the complexities of how it gets there, or which marketing strategy got us to choose that specific app. This makes today’s interview with Nick Bottai, Marketing Director of Foodhub, so insightful. Nick is originally from Italy, but his curiosity has led him to many different countries, working in various industries and arriving in England five years ago. He joined Foodhub three months ago as the new Marketing Director. He shares his exciting journey in marketing – from the time when Facebook and Google My Business did not exist yet – to leading the marketing initiatives at a new company. We also discuss his challenges as a new CMO with fresh ideas, direction, and vision. Although the team was enthusiastic and curious, there was also fear about the unknown methods he proposed to his team. How did he overcome that and get his team on board with all his envisioned changes? His experience in various countries and industries prepared him well for taking on this role, as Foodhub is not as simple as it seems on the surface. It combines B2B, B2C, SaaS, Tech, POS, and so much more than meets the eye. Although they seem to be a food delivery service, that is the only thing they don’t do – yet. It took Nick more than two months to fully comprehend the magnitude of all the Foodhub products. To sum it up: Foodhub creates ecosystems (hardware and software) that connect restaurants with their customers – in an array of different ways and through various channels and products, but neatly packaged in one user-friendly application. How does Nick’s approach to caring about their customer’s revenue before their own impact his 1-, 3- and 5-year vision for the company and what he promised to deliver? Join us for another great discussion as we discover how Nick handles the challenges as CMO in such a multifaceted company, his vision, and his end goal. Our guest: Nick Bottai – Marketing Director/CMO of Foodhub Nick completed his bachelor’s degree in Marketing at Università Degli Studi di Parma. He has travelled extensively and worked in many countries and industries at the management level in marketing and sales. His approach is straightforward: analyse the company, customers, market and competitors. Use the available resources and opportunities to develop the best strategies and set KPIs accordingly. Train the teams well to ensure everyone is aligned. Check that the customer’s needs are understood by everybody and addressed effectively. This approach has allowed him to generate revenue and growth in the EU and US markets for both B2B and B2C companies. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will be happy to chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach out to us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 25 ❙ Challenges facing the new CMO in a food-tech company

We have the pleasure of interviewing Scott Farace, CMO of Celero Commerce, a payment processing group. He shares the exciting and impressive career journey that led him up to his first position as a Chief Marketing Officer. We talk about combining sales and marketing and why your people in the team will always be worth your biggest spend. He shares how they aim to be high-tech and high-touch simultaneously – and the results from this people-first approach.Scott always enjoyed learning how different business models work across various industries and got his first opportunity to experience this first-hand when a lecturer offered all students the chance to work at their agency – for free. This allowed Scott to work on significant projects with various NFL teams and their corporate sponsorships. That agency was later sold to Advantage International, which became Octagon later on. Scott shares how this experience prepared him to leverage partnerships worth multi-millions, effectively work with various partners on the same projects, and create cohesion amongst agencies towards a common goal and target. Being a part of PGA tournaments and Fortune 500 sponsorships taught him how big corporations made sponsorships work for their brand and integrated that with their marketing and sales. Scott later joined the founder of that very first small agency in a real-life Jerry McGuire breakout from Octogaon to start a new (and much smaller) sports marketing agency in Texas.Scott was introduced to the financial industry while working with Bank of America on a major sponsorship of the Sydney Olympics. He also worked with Mastercard and First Union during this time, which further exposed him to this fast-paced and rivetting industry. When Payment Check was scouting for someone to help build their brand, Scott's experience working with major corporate brands ensured he was the perfect fit for them.Today Scott is the CMO at Celero Commerce and still fighting big battles for the underdogs. Celero is a payment company at its core, with a corporate culture of providing payment solutions to small and medium-sized businesses. Their primary objective is to give smaller companies the same tools, technologies, and solutions they need to compete with mass-market retailers and big players in the industry. Join our exciting discussion to find out how Celero goes about achieving this for their clients and their unique approach to sales and marketing – especially their marketing approach in such a competitive niche.Our guest:Scott Farace – CMO of Celero CommerceCelero Commerce offers payment processing services, business management software, and data intelligence to small and medium-sized businesses in one holistic platform. Celero empowers business owners and executives to focus on driving growth and profitability.Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will be happy to chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: info@mediagroupww.com.

We have the pleasure of interviewing Scott Farace, CMO of Celero Commerce, a payment processing group. He shares the exciting and impressive career journey that led him up to his first position as a Chief Marketing Officer. We talk about combining sales and marketing and why your people in the team will always be worth your biggest spend. He shares how they aim to be high-tech and high-touch simultaneously – and the results from this people-first approach. Scott always enjoyed learning how different business models work across various industries and got his first opportunity to experience this first-hand when a lecturer offered all students the chance to work at their agency – for free. This allowed Scott to work on significant projects with various NFL teams and their corporate sponsorships. That agency was later sold to Advantage International, which became Octagon later on. Scott shares how this experience prepared him to leverage partnerships worth multi-millions, effectively work with various partners on the same projects, and create cohesion amongst agencies towards a common goal and target. Being a part of PGA tournaments and Fortune 500 sponsorships taught him how big corporations made sponsorships work for their brand and integrated that with their marketing and sales. Scott later joined the founder of that very first small agency in a real-life Jerry McGuire breakout from Octogaon to start a new (and much smaller) sports marketing agency in Texas. Scott was introduced to the financial industry while working with Bank of America on a major sponsorship of the Sydney Olympics. He also worked with Mastercard and First Union during this time, which further exposed him to this fast-paced and rivetting industry. When Payment Check was scouting for someone to help build their brand, Scott's experience working with major corporate brands ensured he was the perfect fit for them. Today Scott is the CMO at Celero Commerce and still fighting big battles for the underdogs. Celero is a payment company at its core, with a corporate culture of providing payment solutions to small and medium-sized businesses. Their primary objective is to give smaller companies the same tools, technologies, and solutions they need to compete with mass-market retailers and big players in the industry. Join our exciting discussion to find out how Celero goes about achieving this for their clients and their unique approach to sales and marketing – especially their marketing approach in such a competitive niche. Our guest: Scott Farace – CMO of Celero Commerce Celero Commerce offers payment processing services, business management software, and data intelligence to small and medium-sized businesses in one holistic platform. Celero empowers business owners and executives to focus on driving growth and profitability. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will be happy to chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 24 | Combining sales and marketing efforts in a pay tech startup

While listening to our conversation with John Jorgenson, CMO at Cambium Learning Group, you will surely agree that their focus on building brand affinity and not merely awareness is what truly sets them apart. They focus on understanding the needs of the students and teachers they serve. Their approach to meeting challenges head-on with the pandemic has helped them create brand affinity amongst their users and their employees with their responsive Remote First campaign. They immediately considered how it affects each person in their organisation and used real emotional stories with customers in mind, which led to more brand affinity in return. Putting people first has come full circle for the Cambium Learning Group as they steadily become first in their field in the USA and globally. Today they are a $1 Billion portfolio company within the education technology space with five distinct business units, all serving the K12 segment. They currently have +20 million students, and more than 30% of all teachers in the USA using Cambium as their preferred ed-tech solution.John shares their journey and how they grew the business fivefold in only five short years by very intentionally building a House of Brands. Their unique brand architecture and shared services take care of all the corporate responsibilities that businesses often don’t want to deal with. John explains how they ensure that each brand can focus on product innovation for their distinct audiences and top-notch customer success at every level. It allows them to deliver very targeted solutions that are the absolute best in their respective space.Our guest:John Jorgenson – CMO at Cambium Learning GroupJohn was a liberal art major in college 25 years ago and took a job in publishing as an editor when he started his early career. He moved on to do creative work and then pursued a career in a strategic marketing position working with K12 education imprints. Since then, John has worked in marketing, including the financial and non-profit sectors. His passion for the ed-tech sector led him to join the Cambium Learning Group in 2019, where he assumes responsibility for helping their five distinct brands take flight while taking care of corporate brand strategy. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: info@mediagroupww.com.

While listening to our conversation with John Jorgenson, CMO at Cambium Learning Group, you will surely agree that their focus on building brand affinity and not merely awareness is what truly sets them apart. They focus on understanding the needs of the students and teachers they serve. Their approach to meeting challenges head-on with the pandemic has helped them create brand affinity amongst their users and their employees with their responsive Remote First campaign. They immediately considered how it affects each person in their organisation and used real emotional stories with customers in mind, which led to more brand affinity in return. Putting people first has come full circle for the Cambium Learning Group as they steadily become first in their field in the USA and globally. Today they are a $1 Billion portfolio company within the education technology space with five distinct business units, all serving the K12 segment. They currently have +20 million students, and more than 30% of all teachers in the USA using Cambium as their preferred ed-tech solution. John shares their journey and how they grew the business fivefold in only five short years by very intentionally building a House of Brands. Their unique brand architecture and shared services take care of all the corporate responsibilities that businesses often don’t want to deal with. John explains how they ensure that each brand can focus on product innovation for their distinct audiences and top-notch customer success at every level. It allows them to deliver very targeted solutions that are the absolute best in their respective space. Our guest: John Jorgenson – CMO at Cambium Learning Group John was a liberal art major in college 25 years ago and took a job in publishing as an editor when he started his early career. He moved on to do creative work and then pursued a career in a strategic marketing position working with K12 education imprints. Since then, John has worked in marketing, including the financial and non-profit sectors. His passion for the ed-tech sector led him to join the Cambium Learning Group in 2019, where he assumes responsibility for helping their five distinct brands take flight while taking care of corporate brand strategy. Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. Please join the conversation by leaving your comments, thoughts and questions, and we will happily chat with you. If you want to discuss your business marketing strategies in more detail, feel free to reach us at: <a href="mailto:info@mediagroupww.com">info@mediagroupww.com</a>.

Episode 23 | Fivefold growth in 5 years by building brand affinity

Our episode today shows just how powerful an effect a successful company rebranding can have: I was delighted to have as a guest on the 22nd Memorable Marketing episode Radmila Blazheska, CMO at SecurityHQ. Mila talked us through how she began her career in marketing, her experiences leading to the name change and full company rebrand of SecurityHQ, a digital security company, as well as some memorable highlights from other campaigns and her thoughts on the industry more generally.When Mila first arrived at SecurityHQ, there was no marketing team whatsoever. Identifying the name and corporate rebranding as a top priority, Mila built out the function and led the company rebranding throughout those key stages. With a 420% revenue increase since then, the brand has gone from strength to strength and won competitive industry awards.As part of a general discussion about industry trends, Mila offers some gems of advice to CMOs and marketing professionals, particularly those dealing with niche, targeted marketing environments or those working for brands that need rebranding. This was an enjoyable and wide-ranging conversation using her experience to highlight the challenges and opportunities available.Our guest: Radmila Blazheska – CMO at SecurityHQMemorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. You are welcome to leave any questions and comments—we value your feedback. Contact us at info@mediagroupww.com if you would like to discuss new marketing strategies. 

Our episode today shows just how powerful an effect a successful company rebranding can have: I was delighted to have as a guest on the 22nd Memorable Marketing episode Radmila Blazheska, CMO at SecurityHQ. Mila talked us through how she began her career in marketing, her experiences leading to the name change and full company rebrand of SecurityHQ, a digital security company, as well as some memorable highlights from other campaigns and her thoughts on the industry more generally. When Mila first arrived at SecurityHQ, there was no marketing team whatsoever. Identifying the name and corporate rebranding as a top priority, Mila built out the function and led the company rebranding throughout those key stages. With a 420% revenue increase since then, the brand has gone from strength to strength and won competitive industry awards. As part of a general discussion about industry trends, Mila offers some gems of advice to CMOs and marketing professionals, particularly those dealing with niche, targeted marketing environments or those working for brands that need rebranding. This was an enjoyable and wide-ranging conversation using her experience to highlight the challenges and opportunities available. Our guest: Radmila Blazheska – CMO at SecurityHQ Memorable Marketing by MediaGroup interviews leading CMOs, business innovators, entrepreneurs, and experts on all things marketing, brands, campaigns, and awareness. You are welcome to leave any questions and comments—we value your feedback.  Contact us at info@mediagroupww.com if you would like to discuss new marketing strategies.

Episode 22 | How to quadruple revenue with a corporate rebrand

Today we have the privilege to interview one of the true pioneers of internet marketing for the brokerage industry. Lars Seier Christensen is a well-known entrepreneur, investor and businessman from Denmark. Lars was one of the founders of Saxo Bank and has developed that company into one of the online trading market leaders. After Saxo Bank, he has been involved in several projects, most significantly Concordium, an exciting blockchain project and Seier Capital, a private investment fund. Besides his contribution to the global finance industry, Lars owns 25% of the Danish football club, FC Copenhagen. Trading FX online was as new to the world as the internet was when the founders of Saxo Bank grasped both concepts and differentiated their brand early on to become a global brokerage. How did they apply digital marketing to grow their traditional brokerage to a globally recognised investment firm? What does the perfect digital marketing strategy look like for blockchain and financial services today and beyond?Saxo Bank continued to grow its brokerage services to areas outside of Denmark and Scandinavia back in the '90s by believing and using what the internet promised it could do— while many other financial service providers were still doubting its capabilities. Join me today for an inspiring journey led by Lars as he shares how they navigated Saxo through the rapidly changing landscape of marketing possibilities brought on by the World Wide Web. We also discuss their collaboration with MediaGroup Worldwide through the years in all aspects of their digital marketing strategies. Lars shares how he envisions the exciting future of blockchain technologies and how Concordium fits into that.Our guest:Lars Seier Christensen - Founder and CEO at Seier Capital * Chairman Of The Board at ConcordiumYou are welcome to leave any questions or comments. We value your feedback. You are also welcome to contact us at: info@mediagroupww.com if you want to discuss new marketing strategies. 

Today we have the privilege to interview one of the true pioneers of internet marketing for the brokerage industry. Lars Seier Christensen is a well-known entrepreneur, investor and businessman from Denmark. Lars was one of the founders of Saxo Bank and has developed that company into one of the online trading market leaders. After Saxo Bank, he has been involved in several projects, most significantly Concordium, an exciting blockchain project and Seier Capital, a private investment fund. Besides his contribution to the global finance industry, Lars owns 25% of the Danish football club, FC Copenhagen.  Trading FX online was as new to the world as the internet was when the founders of Saxo Bank grasped both concepts and differentiated their brand early on to become a global brokerage. How did they apply digital marketing to grow their traditional brokerage to a globally recognised investment firm? What does the perfect digital marketing strategy look like for blockchain and financial services today and beyond? Saxo Bank continued to grow its brokerage services to areas outside of Denmark and Scandinavia back in the '90s by believing and using what the internet promised it could do— while many other financial service providers were still doubting its capabilities.  Join me today for an inspiring journey led by Lars as he shares how they navigated Saxo through the rapidly changing landscape of marketing possibilities brought on by the World Wide Web. We also discuss their collaboration with MediaGroup Worldwide through the years in all aspects of their digital marketing strategies. Lars shares how he envisions the exciting future of blockchain technologies and how Concordium fits into that. Our guest:Lars Seier Christensen - Founder and CEO at Seier Capital * Chairman Of The Board at Concordium You are welcome to leave any questions or comments. We value your feedback. You are also welcome to contact us at: info@mediagroupww.com if you want to discuss new marketing strategies.

Episode 21 | Brokerage marketing, the blockchain, and beyond

Join me today for another exciting interview as I talk to Andreas Høgsberg, founder of Virtual Hive. This 3D Virtual Events platform has taken Europe by storm as a realistic and enticing alternative to hosting physical fairs, shows and conferences.Andreas takes us through their journey of how Virtual Hive came to be as it was catapulted into fruition by the onset of the Covid-19 global pandemic. As their company was bleeding quite heavily due to all events being closed down by the pandemic, it did not stop them from investing equally as much into developing the new 3D platform. What might have seemed like a risky endeavour at the time evolved into a superb investment. Today, Virtual Hive is at the forefront as a digital meeting platform for virtual or hybrid conferences, meetings, fairs, and trade shows. The vision to combine state-of-the-art event technology with the most engaging and fulfilling user experiences based on extensive knowledge of human behaviour was well worth the effort as the platform is creating excitement for users and event owners.Andreas shares how they went from looking for investors for Virtual Hive only a short year ago to where they are at today. We discuss how they reach their target audience by engaging on various mediums and collaborating with MediaGroup Worldwide for various marketing channels. He also shares how their expertise in the industry positions them well to drive awareness of their new technology in their target markets on the East Coast of the US, Germany, Norway, Denmark and the UK. Our Guest:Andreas Høgsberg - Owner of Virtual Hive &amp; Managing Partner at Agenda GroupPlease leave your comments and questions below. We appreciate your feedback. Feel free to contact us at info@mediagroupww.com to discuss your business's marketing needs. I will be happy to talk with you.

Join me today for another exciting interview as I talk to Andreas Høgsberg, founder of Virtual Hive. This 3D Virtual Events platform has taken Europe by storm as a realistic and enticing alternative to hosting physical fairs, shows and conferences. Andreas takes us through their journey of how Virtual Hive came to be as it was catapulted into fruition by the onset of the Covid-19 global pandemic. As their company was bleeding quite heavily due to all events being closed down by the pandemic, it did not stop them from investing equally as much into developing the new 3D platform. What might have seemed like a risky endeavour at the time evolved into a superb investment. Today, Virtual Hive is at the forefront as a digital meeting platform for virtual or hybrid conferences, meetings, fairs, and trade shows. The vision to combine state-of-the-art event technology with the most engaging and fulfilling user experiences based on extensive knowledge of human behaviour was well worth the effort as the platform is creating excitement for users and event owners. Andreas shares how they went from looking for investors for Virtual Hive only a short year ago to where they are at today. We discuss how they reach their target audience by engaging on various mediums and collaborating with MediaGroup Worldwide for various marketing channels. He also shares how their expertise in the industry positions them well to drive awareness of their new technology in their target markets on the East Coast of the US, Germany, Norway, Denmark and the UK. Our Guest: Andreas Høgsberg - Owner of Virtual Hive &amp; Managing Partner at Agenda Group Please leave your comments and questions below. We appreciate your feedback. Feel free to contact us at info@mediagroupww.com to discuss your business's marketing needs. I will be happy to talk with you.

Episode 20 | Transitioning from physical to virtual and hybrid events

How do you keep a staff complement of 30,000+ motivated and ready to think outside the box to excel and bring in the numbers in your marketing campaigns and strategies? Join us for a refreshing talk about how a CMO (who is also the CTO) uses storytelling to achieve this.David showcases a truly firm belief that if you keep your staff and customers motivated through immersive storytelling, the numbers on your bottom line will follow. For David, it's not only talking the talk of this fresh and needed approach but a mission to walk the walk - and the returns from his marketing efforts are proof that it works. He is unconventional in his ways and does not focus on the typical marketing numbers as is the norm. In David's own words, there is nothing they won't do.—you will find them anywhere and everywhere they can add value.Our guest:David Reid is the Chief Technology Officer and Chief Marketing Officer for NOV.  He is a growth catalyst for business, products, teams, people &amp; culture.  As a unique business and technology leader David has a proven track record of eliminating large corporate inefficiencies &amp; building effective, dynamic communities that deliver the impossible. Skilled at motivating large groups, technology, strategy, market development, new business model change, leadership growth and all forms of development.If you also want to breathe fresh air into your marketing strategies, please reach out to us at info@mediagroupww.com. 

How do you keep a staff complement of 30,000+ motivated and ready to think outside the box to excel and bring in the numbers in your marketing campaigns and strategies? Join us for a refreshing talk about how a CMO (who is also the CTO) uses storytelling to achieve this. David showcases a truly firm belief that if you keep your staff and customers motivated through immersive storytelling, the numbers on your bottom line will follow. For David, it's not only talking the talk of this fresh and needed approach but a mission to walk the walk - and the returns from his marketing efforts are proof that it works. He is unconventional in his ways and does not focus on the typical marketing numbers as is the norm. In David's own words, there is nothing they won't do.—you will find them anywhere and everywhere they can add value. Our guest: David Reid is the Chief Technology Officer and Chief Marketing Officer for NOV.   He is a growth catalyst for business, products, teams, people &amp; culture.  As a unique business and technology leader David has a proven track record of eliminating large corporate inefficiencies &amp; building effective, dynamic communities that deliver the impossible. Skilled at motivating large groups, technology, strategy, market development, new business model change, leadership growth and all forms of development. If you also want to breathe fresh air into your marketing strategies, please reach out to us at info@mediagroupww.com.

Episode 19 | Using storytelling to attract clients and motivate staff

Memorable Marketing by MediaGroup 

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