The Business of Marketing

Christopher Hogg, Chief Revenue Officer, Lotame

Christopher Hogg, CRO of Lotame, discusses leveraging data to drive B2B growth. He highlights the importance of aligning sales and marketing strategies, staying updated with industry trends, and building high-performing teams. The conversation covers lead generation, the customer journey, and the benefits of being independently owned. Emphasis is placed on fostering a culture of growth and innovation, and the potential of AI in marketing. Hogg underscores the need for human connections in B2B sales, despite the rise of automation and remote work. The discussion concludes with insights on adapting go-to-market strategies to regional market conditions.

Steve Reny (CEO) and Jennifer Griffin Smith (Chief Market Officer) of Acquia

In this edition of the Business of Marketing podcast, recorded at Acquia Engage London, Steve Reny, CEO of Acquia, and Jennifer Griffin Smith, Chief Market Officer, discuss the evolution of marketing. They acknowledge the shift from traditional tactics to a data-driven approach focused on customer journeys. The duo addresses challenges like the cookieless future and AI-generated content while exploring future opportunities in content management, data insights, and accessibility. By embracing accessibility, both emphasize how marketers can expand their reach whilst making a positive global impact.

Giulia Zecchini, Commercial Partnerships Strategy Director, ESL FACEIT Group

Giulia Zecchini, Commercial Partnerships Strategy Director at ESL FACEIT Group, explores the booming world of esports, the innovative strategies behind significant gaming events, and how brands can authentically engage with the gaming community. Giulia highlights the importance of long-term brand partnerships and the future of gaming culture.

James Slezak, CEO, Swayable

Hear how cutting-edge data platforms revolutionizing brand persuasion and campaign effectiveness are in Episode 6 of the Business of Marketing podcast. James Slezak, CEO of Swayable, and Demand Exchange’s Justin Cooke explore how giants like Paramount Pictures and food company Grupo Bimbo. They highlight the importance of storytelling and brand affinity over immediate conversion, showing how upper-funnel marketing strategies significantly contribute to brand growth and consumer engagement. Finally, discover how insights produced by Swayable and similar platforms are shaping the future of marketing by providing data-driven evidence to support creative decisions.

John Karl, Head of Client Development and Growth, Catalyst

Dive into cutting-edge marketing strategies with Episode 5 of the Business of Marketing podcast, brought to you by Demand Exchange. Join the conversation between John Karl, Catalyst’s Head of Client Development and Growth, and Justin Cooke, as they unravel the complexities of digital performance marketing across B2B and B2C sectors. Discover the importance of cross-channel integration, SEO’s enduring relevance, and the power of content optimization through engaging case studies. This episode, recorded live at Advertising Week New York, is a treasure trove of insights for marketers eager to drive growth, efficiency, and innovation. Tune in to transform your marketing approach.

Marilyn Mead, CMO, Winmo

In the latest episode of ‘The Business of Marketing’ podcast, Winmo’s CMO Marilyn Mead and Justin Cooke from Demand Exchange provide valuable insights into the dynamic relationship between marketing and sales in the B2B sector. The discussion highlights the significance of having diverse customer touchpoints before sales engagement and the crucial role of marketing in driving revenue and outcome-based metrics. Additionally, they explore the fascinating trend of product-led growth in the SaaS industry, highlighting its potential to revolutionize how businesses operate. This episode is a must-listen for anyone interested in staying ahead of the curve in the ever-evolving world of marketing and sales.

David Shing, Digital Prophet

Join digital prophet David Shing and Demand Exchange’s Justin Cooke in Episode 3 of the Business of Marketing podcast. Recorded live at Advertising Week New York, this episode dives deep into the ever-evolving marketing landscape – from the significance of design and brand affinity to the impact of AI and blockchain on creativity and consumer engagement. Shing shares his perspective on navigating the complexities of today’s digital world, the importance of feeling in branding, and the future of content creation and collaboration. Whether you’re a marketing aficionado or just curious about the intersection of technology and creativity, this discussion enlightens and inspires.

Mary Cirincione, VP, Propeller Group

In this second episode of The Business of Marketing, Mary Cirincione, VP of the Propeller Group, and Justin Cooke, Chairman of Demand Exchange, explore the power of thought leadership and strategic content implementation in driving engagement with B2B buyers. They explain how content can inspire a change in behavior and create compelling customer journeys. You’ll also discover how personal connections can be leveraged, and potential clients can be integrated into content to foster engagement and collaboration. You’ll also learn why C-suite executives must embrace their vulnerable side to redefine thought leadership.

Shafqat Islam, CMO, Optimizely

In Episode 1 of the Business of Marketing podcast, Shafqat Islam, CMO of Optimizely, discusses transforming and optimizing digital marketing strategies. Hosted by Demand Exchange’s Chairman, Justin Cooke, at Advertising Week New York, they explore the core belief that content is central to marketing and the importance of digital experience as a product. Islam emphasizes testing everything in marketing, the strategic approach to demand generation, and the balance between brand and demand. Islam also touches on the integration of AI in generating content, underscoring Optimizely’s vision to create a unified operating system for marketing that streamlines and enhances the whole marketing lifecycle.