Marketing Thought Leadership

We Never Talk Any More: Why some of our most important conversations are the ones we don’t have.

November 9, 2021

Roberta Matuson
President
Matuson Consulting
matusonconsulting.com

For more than 25 years, Roberta Matuson, president of Matuson Consulting, has helped leaders in highly regarded companies, including General Motors, New Balance, and Microsoft, and small to medium-size businesses, achieve dramatic growth and market leadership through the maximization of talent.

Roberta is the author of six books including Evergreen Talent: How to Seed, Cultivate, and Grow a Sustainable Workforce, and the international bestseller Suddenly In Charge: Managing Up, Managing Down, Succeeding All Around, a Washington Post Top 5 Business Book For Leaders. Her newest book, Can We Talk? Seven Principles for Managing Difficult Conversations at Work was released in October 2021.

In this podcast, Roberta talks about how important it is to have difficult conversations in a work environment, especially in a virtual and hybrid work environment. She outlines the seven principles to keep in mind when having difficult conversations at work and shares common mistakes she sees people make in these conversations.

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Who Can You Trust? Building Credibility in an Age of Cynicism

March 10, 2021

Margot Bloomstein
Appropriate, Inc.
appropriateinc.com

Margot Bloomstein is one of the leading voices in the content strategy industry. She is the author of Content Strategy at Work and the recently released Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap. She is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. Margot teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria, and lectures around the world about brand-drive content strategy and designing for trust.

In this podcast, Margot talks about how brands can build trust in a world filled with cynicism. She explains how brands can use voice, volume, and vulnerability to create trust, and gives us tips for how brands can build trust in a world that’s full of uncertainty.

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COVID-Proofing Your Culture: Why having a culture that doesn’t suck is more important than ever.

December 1, 2020

Rebecca Friese
Workplace Crusader
FLYN Consulting
www.thegoodculturebook.com

Rebecca Friese helps organizations transform outdated practices into market-leading cultures. She’s an experienced consultant in organizational transformation and change management, with experience that ranges from large scale Fortune 500 multi-million dollar projects to start-up clients. She is the author of the recently released book The Good Culture: The Leader’s Guide to Creating a Workplace that Doesn’t Suck.

In this podcast, Rebecca talks about what really makes a good culture (hint—it isn’t ping pong tables and kombucha on tap), and tells us how the pandemic has impacted work and culture. She explains how culture and brand are related, and discusses the role of empathy, resilience and innovation in building a culture. Plus she talks about the type of culture change we may see in the new presidential administration.

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Tags: COVID-19 pandemic, empathy, FLYN consulting, good culture, innovation, linda popky, marketing thought leadership, Rebecca Friese, resilience, The Good Culture Book, workplace crusader
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Playing on the Same Team: Why Marketing is Key to a Healthy Sales Ecosystem

July 29, 2020

Karen Jackson
President
Jackson Solutions LLC
www.jacksonsolutions.com

Karen Jackson is the founder of Jackson Solutions LLC, a sales growth advisory firm whose mission is to help small and lower middle-market B2B business owners drive top line revenue profitably. Drawing on her breadth of experience as a CEO, entrepreneur, and sales executive, Karen helps CEO’s reinvigorate their organizations by uncovering their obstacles to growth, and developing immediate, practical, actionable strategies for accelerating revenue.

In this podcast, Karen talks about some of the reasons companies have trouble integrating sales and marketing—and how that hurts profitability. She introduces us to the idea of a sales ecosystem and explains why it’s so important for organizations to understand all the touchpoints between sales and other functions.

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Tags: Karen Jackson sales ecosystem, linda popky, marketing thought leadership, profitable revenue
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Being Resourceful When Resources Are Limited

June 9, 2020

Navid Jafari
Global Head of Marketing
PeerNova
www.peernova.com

Navid Jafari has helped build brands and execute successful marketing strategies for many companies in Silicon Valley for more than 16 years. He is the head of marketing at PeerNova, a global leader in enterprise software in the financial industry. Prior to that, he held marketing positions at UWR, SemiEng, and Open-Silicon, as well as managing a full-service boutique marketing and design agency.

In this podcast, Navid talks about how the COVID-19 pandemic is forcing marketers to revisit their existing marketing plans. He tells us why digital marketing is the great equalizer in this kind of environment, and explains why it’s so important to focus on solving the right customer problems with the right marketing skills and talents.

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Tags: COVID-19, digital marketing strategy, linda popky, marketing thought leadership, Navid Jafari, PeerNova
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Fall in Love With Your Customer’s Problem, Not Your Solution

May 12, 2020

David Priemer
Author
Sell the Way You Buy
www.cerebralselling.com

David Priemer is a thought leader in sales and sales leadership, who has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, and Inc. magazines. From his early days tinkering with test tubes and differential equations as an award-winning research scientist to leading top performing sales teams at high-growth technology startups, David’s lifelong passion for learning and execution is the foundation of his Cerebral Selling practice. Often referred to as the “Sales Professor,” David helps organizations drive revenue growth, people development, and winning cultures by infusing the core principles of science, empathy, and execution into their sales operations.

In this podcast, David explains why selling is so different now than it was just a few years ago—even more so in a post-pandemic world. He explains the tricks our minds play on us when it comes to how we buy, and he tells us what sales and marketing people get wrong when it comes to focusing on value.

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Tags: Cerebral selling, David Priemer, experience asymmetry, linda popky, marketing thought leadership, pandemic, Sell the Way You Buy, The Sales Professor
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How Best to Lead Now? Experiment to Find Out.

April 21, 2020

Melanie Parish
Author
The Experimental Leader
www.melanieparish.com/experiment.html

Melanie Parish is a public speaker, consultant, workshop leader, author, and Master Certified Coach. An expert in problem solving, constraints management, operations strategic hiring, and brand development, Melanie has consulted and coached organizations ranging from the Fortune 50 to IT startups. She is the author of the new book The Experimental Leader.

In this podcast, Melanie explains why now, more than ever, it’s important for leaders to move forward with data driven experimental leadership. She introduces the five questions that are key to codifying the work on an experimental leader, and tells us how to identify (and deal with) the seven types of toxic leaders.

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Tags: experimental leader, leadership styles, linda popky, marketing thought leadership, master certified coach, Melanie Parish, toxic leaders
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Making Customers Yours Forever—On A Monthly Basis

April 7, 2020

Robbie Kellman Baxter
Founder
Peninsula Strategies LLC
www.robbiekellmanbaxter.com/

Robbie Kellman Baxter is the founder of Peninsula Strategies LLC, a firm that helps companies excel in the Membership Economy. She is the go-to subject matter expert on membership models and subscription pricing. Her clients have included Microsoft, the Wall Street Journal, Electronics Arts, and over 100 other membership economy organizations. Her first book, The Membership Economy, is an international bestseller. Her widely anticipated new book, The Forever Transaction, has recently been released.

In this podcast, Robbie explains how the membership economy has evolved over the last five years. She talks about why consumers and brands both love subscriptions, warns us how to avoid subscription fatigue, and tells us where she sees the world of memberships and subscriptions moving in the future.

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Tags: forever transactions marketing thought leadership, linda popky, membership economy subscription marketing, robbie Kellman Baxter, subscription fatigue
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Stepping Into Your Story

March 24, 2020

Janel Dyan
Founder
JD
www.janeldyan.com/

Janel Dyan is a sought after executive brand strategist, speaker and author of Story. Style. Brand.(tm) Why Corporate Results Are a Matter of Personal Style. She is an expert on how to build a story to achieve brand alignment for both company and leadership success—supporting the rise of women in leadership in an era when marketing is the art of storytelling. Her work has been seen by millions through public experiences at Fortune 500 companies, the United Nations, and the World Economic Forums, Global Philanthropy Forum, World Affairs Councils of America. In 2017, Janel established Beyond Us(tm), providing opportunities to build confidence in women through a platform for sharing clothes with other women who are ready to take the next step in their professional lives.

In this podcast, Janel explains why first impressions and story telling are so critical to building strong leaders. She talks about the three key steps to establish truth, trust, and loyalty in storytelling and tells us how executive women can pass on not just their clothing but their stories to others.

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Tags: authenticity, Beyond Us, Janel Dyan, JD Methodology, linda popky, marketing thought leadership, storytelling
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Protecting Your Bold Brand

January 21, 2020

Erik Pelton
Founder
EMP&A
www.erikpelton.com/

Erik Pelton launched his trademark law practice in 1999, following his work as an examiner at the US Patent and Trademark Office. The firm represents clients in all aspects of trademark clearance, registration, maintenance, transactions, and disputes. Their experience in the federal trademark registration process includes obtaining more than 3,000 USPTO registrations of behalf of clients, as well as proceedings before the Trademark Trial and Appeal Board. Erik’s trademark services have helped build and sustain strong brands for hundreds of Internet ventures, software companies, inventors, restaurants, and other small businesses. He recently released his first book Building a Bold Brand.

In this podcast, Erik explains why now, more than ever, it’s so important to have a strong trademark for key brands. He talks about some of the biggest mistakes brand owners make when it comes to protecting trademarks and offers helpful hints for those j wondering exactly where to begin the process.

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Tags: bold brand, Erik Pelton, international trademark protection, linda popky, marketing thought leadership, trademark, USPTO
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