Sunny Side Up

Episode Summary In today's rapidly evolving marketing landscape, the need for digital transformation in the financial services industry has become crucial. As customers increasingly expect seamless experiences, striking the right balance between digital and in-person services can be a challenge. In this episode, we discuss how Fifth Third Bank embraces digital transformations while prioritizing customer support and human interaction. Explore the role of marketing in driving successful digital transformations and creating impactful customer experiences. About the Guest Melissa is an executive vice president and chief marketing officer for Fifth Third Bancorp. She is responsible for ensuring a client-centered, digital-first approach to all areas of the Bank. She also oversees the Bank’s Enterprise Workplace Services and Corporate Communications organizations. Melissa joined Fifth Third in May 2016 and has been integral to the Bank’s transformation to thrive in the digital world. She has designed an integrat

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Jeff White and Carman Pirie from Kula Partners, a B2B marketing agency specializing in the manufacturing industry. They delve into the unique challenges and opportunities that arise in manufacturing marketing, offering valuable insights for marketers looking to succeed in this space. Jeff and Carman discuss the varying levels of ABM maturity in manufacturing organizations, ranging from traditional inside sales setups to highly integrated CRM and ABX platforms. They emphasize the importance of brand-building activities and the need to balance them with demand-oriented campaigns for long-term success. The conversation explores the concept of intent signals and how they differ in the context of longer sales cycles, prompting the exploration of experimentation and the pitfalls of pursuing perfect attribution. The guests also touch on the coin-operated model prevalent in B2B marketing and the significance of the polarity of the sale, hig

Episode Summary In this episode of Sunny Side Up, host Katherine Noonan interviews Mike Head, the Chief Revenue Officer at impact.com, discussing the revolutionization of sales strategies and best practices for modernizing the sales process. The conversation highlights several key takeaways, including the importance of delivering a delightful customer experience and meeting buyers where they are in the information-rich landscape. They emphasize the value of transparency in sales, being open about both strengths and limitations and leveraging unbiased third-party information to guide buyers. The discussion also explores strategies for navigating risk-averse buyers, aligning solutions with strategic priorities, and adapting to the current economic environment. Mike also discusses adapting messaging and positioning in uncertain times, including CFOs in the process by speaking their language, understanding customers' persona, and aligning products or solutions to their problems. About the Guest Mike Head is

Episode Summary In this episode of Sunny Side Up, host Chris Moody interviews Graceanne MacDonald and Liam Moroney, co-founders of Storybook Marketing, to discuss the complexities of demand generation. They share insights and strategies for marketers to understand their buyers and create successful demand-gen campaigns. They emphasize the importance of convincing people that your product is valuable and educating them about your offerings. Outbound efforts build trust, and text messaging, and reach potential customers on a limited budget. They also discuss internal partnerships, understanding customer problems through sales conversations, content creation, conversion tracking, and storytelling for attribution. The conversation highlights the need for sales and marketing alignment, B2B marketing tactics, product maturity curves, and navigating the buying process. About the Guests Graceanne (Domino) MacDonald Graceanne began her startup career in the sales world, first leading SDR/BDR teams, followed by a sid

In this episode of Sunny Side Up, host Brian Horvath engages in an enlightening conversation with Karen Stephens, Chief Revenue Officer at Revinate, about the role of AI and first-party data in the hospitality industry. They explore how AI is being embraced in the industry, its benefits in terms of automation and improved guest experience, and the importance of integrating AI technologies with first-party data. They also discuss the challenges hoteliers face in aggregating and leveraging data effectively, ensuring data privacy and compliance, and offering valuable recommendations for industry resources. Karen emphasizes the necessity for hoteliers to align with evolving technology, compliance laws, and data privacy standards like GDPR. The conversation also touches on the benefits of industry partnerships for better data handling, using Revinate’s collaboration with Amazon Web Services as an example. To conclude, Karen advocates for the organization and effective utilization of data at different levels within

In this episode of Sunny Side Up, host Erik Blaze interviews Jay Hinman, the VP of Marketing at Vibes, a trusted mobile engagement platform for enterprise brands. They discuss the evolution of Demand Generation (Demand Gen), highlighting how it has transitioned from being seen as a cost center to a revenue center, largely due to advancements in cloud-based marketing automation platforms and the rise of Account-Based Marketing (ABM). He delves into the shift in success metrics in the field and how Vibes helps brands nurture customer relationships on mobile platforms. Jay further explores the engagement gap between email marketing and mobile app marketing and the future of mobile marketing technology. Finally, they discuss navigating economic downturns and the power of testing and learning from small successes. ⁠⁠⁠⁠Connect with Jay Hinman⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Jordan Saucedo interviews Clint Buechler, a demand generation manager with experience in SaaS, FinTech, payments, and real estate. They discuss the importance of combining product marketing and demand generation roles to create a successful ABM program. Clint shares his insights on setting up the data structure, analytics, and testing for success. He also provides segmentation tips, leveraging tools such as chatbots for audience list building and competition monitoring, using firmographic, demographic, and technographic data, and integration partners to segment accounts. Additionally, he suggests looking at LinkedIn ads impressions and job titles when setting up campaigns to capture demand. Finally, they discuss the need for sales engagement and getting buy-in from sales and marketing teams as well as finding product-market fit and having the right message for the right audience at the right time.  ⁠⁠⁠⁠Connect with Clint Buechler⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Katharine Noonan interviews Cristy Garcia, Chief Marketing Officer at impact.com. Cristy explores the skills and qualities a modern CMO needs to be successful in their business and career. She discusses the importance of being data-driven, understanding digital marketing channels, and having a creative mindset. She also explains why it’s important to invest in relationships and stay up-to-date with trends in the rapidly evolving marketing industry. Cristy then touches on advice for leveraging partnerships as a more efficient way to drive growth and revenue in challenging times. Finally, she talks about how CMOs can stay ahead by understanding Gen Z and the latest technologies. ⁠⁠⁠Connect with Cristy Garcia⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Rory Costello interviews Michael McCunney, VP of Marketing at Revenue Analytics and winner of the 2022 CMO Club Marketing Award for Creativity and Storytelling. He shares his experience of applying to the CMO Club and getting rejected before reapplying with a larger company. He discusses the importance of investing in communities to build relationships, gain knowledge, and strengthen self-confidence. He encourages junior marketers to speak in terms of revenue, sales, and costs to earn respect from C-Suite peers. Michael also talks about his upcoming book, Marketer One, aimed at marketers who are a team of one or entrepreneurs who need to do their marketing. The book will offer practical advice on how to build and scale a MarTech stack, build a W2 team, and avoid landmines along the way. ⁠⁠⁠Connect with Michael McCunney | ⁠⁠⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Robert Hall interviews Chris Shakarian, a startup marketing leader, about the world of strategic data assets and their impact on modern-day marketing. Shak believes that companies can gain an advantage in the market by leveraging the strategic data assets generated by customers using their products. Rather than just talking about the value delivered, showing it through data is more effective in a world oversaturated with content and advertising. Chris emphasizes the value of software as a means to gather data and provide actionable insights. One example he highlights is Gong, a call recording tool that collects voice data and performs meta-analysis to provide insights on talk ratios and business outcomes. He also acknowledges the threat of ChatGPT, a generative tool for marketers, but argues that critical thinking and the use of strategic data assets are still crucial for differentiation from competitors. Chris stresses the importance of embracing the concept of a strate

In this episode of Sunny Side Up, host Isaac Atashkar interviews Ryan Almond on the evolution of Account-Based Marketing and how ABM has changed over the past two decades. From a salesperson’s one-on-one customer relationship to leveraging technology for personalization and a better customer experience, Ryan explains how to scale an ABM strategy enterprise-wide. He suggests piloting it first, setting shared goals between sales and marketing teams, leveraging technology, and building the right strategy. Also discussed is the importance of starting small, scaling deliberately and incrementally, and having a strategy in place before implementing technology. They also introduce the concept of an “account-based enterprise,” which speaks to aligning all functions within an organization to provide customers with a first-class experience throughout their lifetime relationship with the company. Additionally, they discuss Artificial Intelligence, automation, and deflationary technologies that are aiding in this trend,

In this episode of Sunny Side Up, host Joe Delamere interviews David Levy, Vice President of America’s Marketing at Foundever, about the power of growth marketing and the importance of taking a data-driven approach to the customer life cycle, from acquisition to engagement and retention to revenue generation. David discusses how personalization is key and why companies must focus on understanding customer pain points to tailor campaigns that will reach customers with the right offers in the right channels at the right moments. He talks about strategies for account-based marketing and what it takes to create an effective narrative. He also discusses generative AI, marketing strategy, customer experience, and other topics related to understanding consumer psychology. Finally, he addresses why marketers should keep the macro-context in mind while creating messaging that resonates with buyers.  ⁠Connect with David Levy | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Lisa Josephson interviews Marcus Lancaster, VP of Strategic Sales for Quad, who shares Quad’s journey from a family-owned printing business to a leading marketing solutions provider. They’ve expanded through organic growth and acquisitions, adding services like photography and content creation workflow solutions to stay relevant. Quad offers consulting and creation services throughout the marketing journey, and its 2023 brand campaign aims to raise awareness and highlight its unique approach. Marcus discusses Quad’s agile approach, focusing on analytics and audience curation to serve customers effectively. He stresses the importance of adapting to stay ahead, providing tailored solutions for success in the direct-to-consumer space. Marcus also advises career starters: to listen more, seek feedback, and embrace continuous learning. ⁠⁠Connect with Marcus Lancaster | ⁠⁠⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Michael Malone interviews Clayton Ruebensaal on the topic of the obsession advantage and its importance in unleashing competitive edge and inspiration. Clayton, an experienced leader in marketing and analytics, shares insights on how obsession fuels the pursuit of extraordinary accomplishments, citing NASA’s success in getting a man to the moon. The conversation explores the challenge of getting different stakeholders on board with a singular mission, emphasizing the power of creating a unified focus on improving customer experience. Clayton shares how a focus on safety at Alcoa Aluminum Company led to better communication and accountability. The conversation also examines successful companies like Apple and Google that have chosen a central thought or identity as their key to success, emphasizing the advantages of a singular focus. Clayton also shares personal experiences at American Express during the pandemic, where focusing on helping businesses led to high ROI. ⁠Co

On this episode of Sunny Side Up, host Rory Costello talks with Benjamin White, VP of Business Development at Ironscales, about his successful career building a sales team in cybersecurity. Ben emphasizes the importance of creating a familial culture, personalization in outbound sales communication, and hiring and training efficient business development representatives (BDRs). He also discusses the challenges of working remotely and provides tips on overcoming isolation through daily standup meetings, continuous learning, and supportive team culture. Ben stresses the significance of asking questions as a leader and embracing continuous learning for personal and professional growth.         ⁠Connect with Benjamin White⁠⁠⁠ | ⁠⁠⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Devan Cohen interviews Amy Vosko, VP of Revenue Marketing at PathFactory, about sales and marketing success in today’s market. She emphasizes the importance of technology to bridge gaps between teams and align resources. Amy also highlights the need for both sales and marketing to target audiences and prove their methods through a methodical BO process. She advocates for a holistic approach to account-based marketing (ABM) and emphasizes the importance of using smart signals for effective decision-making. ABM can be used to retain and expand existing customers by creating bespoke conversations and addressing their needs effectively. Amy encourages having a supportive professional community and giving back by mentoring others. Connect with Amy Vosko⁠⁠ | ⁠⁠⁠Follow us on LinkedIn

On this episode of Sunny Side Up, host Rory Costello speaks with marketing expert Sherry Grote about supercharging your marketing organization. Sherry shares her experience building high-performing teams and emphasizes the importance of collaboration between sales and marketing teams. They discuss tactics for facilitating this collaboration and highlight the need for nimble, results-driven approaches. Sherry also shares her playbook for achieving growth through effective marketing strategies, including building a demand gen engine, partnering with the right companies, and creating hyper-personalized account-based approaches. Connect with Sherry Grote⁠ | ⁠⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Katherine Noonan interviews VP of Product Jeff Freeman on hybrid engagement models. Jeff shares his career journey from small tech companies to Fortune 100 firms and startups, and his current role at Postal, where he focuses on offline engagement through corporate gifting and B2B connections. They discuss Postal's latest offering - Postal ABM - for account-based marketing (ABM), and the importance of offline engagement in today's saturated digital channels. Jeff emphasizes the need for a combination of B2B ads, email outreach, and offline engagement, and mentions that the new investment in Postal's product will lead to deeper ROI reporting. The conversation also covers virtual events and activities, the use of Postal's ABM product for marketing and sales alignment, and the importance of measuring engagement and ROI. Connect with Jeff Freeman | ⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Rory Costello interviews Mishaal Murawala, VP of Marketing at MacroFab. Mishaal discusses how marketing can enhance business growth and customer relationships in the manufacturing industry. He highlights the importance of quality products and manufacturing, and how marketing starts before clicking on an ad. B2B manufacturing marketers face unique challenges due to a lack of marketing and measurement products. Mishaal stresses the need for agile marketers who can handle chaos and have expertise across different marketing functions. They also discuss how technology has changed manufacturing processes, providing valuable insights into marketing challenges and opportunities in the manufacturing industry. Connect with Mishaal Murawala | ⁠Follow us on LinkedIn

In this episode of Sunny Side Up, host Andrew Smith talks with Andrea Winkle, a leader in the IT channel space and a 16-year veteran of Insight Enterprises. Andrea shares her journey of helping Insight transform from a reseller to a bold solutions integrator, as well as how their core values of Hunger, Heart, and Harmony have enabled them to become the leading solutions integrator for their customers. She dives into the e-commerce transformation led by Amazon alum Rob Green, which enabled customers to have a consumer experience when purchasing for B2B. She also explains how Insight is adapting to the current economic climate to provide products and solutions that help simplify complex processes, cut costs, and remain innovative. Connect with Andrea Winkle | Follow us on LinkedIn