PODCAST

Scratch: CMO Interviews

Rival

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will interview some of the biggest names in the marketing world - the people with the most interesting stories to tell. We’ll hear from the CMOs of the biggest brands in the world, but also the entrepreneurs building hyper-growth start-ups to really understand the full spectrum of challenger marketing today. We’ll get into the nitty gritty: the details of how they think and what they do differently in order to deliver simple, clear, and actionable lessons for all marketers. Scratch is the ‘How I Built This’ of marketing - we hope to inform and inspire a generation of marketers to grow their businesses and their careers like true challengers ‘from scratch’ every day.

How to Make Martech Work For Your Team with Scott Brinker of HubSpot
Mar 30 2022
How to Make Martech Work For Your Team with Scott Brinker of HubSpot
Scott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to implement changes in your organization.Scott explains that the No Code movement represents a fundamental shift towards empowerment of business users and marketers. It’s not just about letting people build software applications without having to code them, it’s about allowing the average person to self-service their ideas. And while culture change and adoption of new technologies and workflows are necessary, it inevitably requires a huge investment. Scott’s tips for success include:Make sure you’re allocating the space in people’s responsibilities to learn new tools, technologies and approachesOnce you have the tools and people know how to use them, you have to make sure from a process re-engineering perspective, you actually look at how people will use these new tools and determine where the constraints are and work to see how to overcome those constraints working collaboratively with the new technology and getting things done. While Scott admits the world of marketing technology is too large to stay on top of at this point, he also lets us know how he does his best. To see the famous Marketing Technology Landscape Graphic click here. For more from Scott visit www.chiefmartec.comFind him @chiefmartec on Twitter or on LinkedIn.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
How to Run Your Marketing Like a Scientist with Jeremy King of Attest
Mar 16 2022
How to Run Your Marketing Like a Scientist with Jeremy King of Attest
This week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and marketers are able to know precisely when certain risks are justified and when they’re not, and they are able to understand their target audience, not just their current customer base.Coming from a background in both science (as an undergraduate) and business (at Harvard Business School, no less), Jeremy approaches business problems in novel ways, recalling cases from both business school and the natural world to gain new perspectives on seemingly unsolvable issues. Rather than operate on intuition and our unspoken but ever-present biases, Jeremy insists that businesses should operate like scientists in a world where data is king and bias is a crime. This conversation will undoubtedly inspire you to see the ways in which data can help you make better decisions.To get in touch with Jeremy, find him on LinkedIn to learn more about Reach 2 Academy Trust, visit  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler.Find Rival online at www.wearerival.com, LinkedIn, Twitter.Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
How to Succeed in a New Era of Marketing with Raja Rajamannar of Mastercard
Mar 9 2022
How to Succeed in a New Era of Marketing with Raja Rajamannar of Mastercard
Raja Rajamannar is a true giant in the field of marketing. President of the World Federation of Advertising and CMO of Mastercard since 2013, Raja argues that there is no such thing as brand loyalty. Raja warns marketers not to mistake consumers liking your brand for consumer loyalty to it. What marketers confuse for brand loyalty is merely brand stickiness. Marketers need to understand the true drivers for customer choices in order to leverage them and encourage stickiness.Raja shares his advice for marketers just getting started building their careers. The most important thing is trying to stay ahead of the curve - grounded in commercial realities. The second thing is to have formal internal and external mentors. Third thing is networking, both internally and externally. All of this is facilitated by a strong work ethic, dependability and know-how.If he could start over from the beginning, Raja would spend a lot more time learning about technology and consulting, where marketers gain exposure to multiple industries at once and thus huge amounts of learning. Raja’s advice for marketers: Learn: Dedicate time and effort to learning and staying on top of things around themBroaden: you should have multi-industry experiencesBroaden: If you’re in the US, leave! Don’t restrict yourself to your surroundings.Broaden: Don’t stay put  in marketing. Stints in sales, finance, technology, data will help you understand your role. You have to be a general manager with deep marketing expertise.To learn more about Raja’s industry-shaping ideas, check out in his latest book, Quantum Marketing. Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
How to Harness the Viral Power of TikTok with Soyoung Kang of eos
Feb 23 2022
How to Harness the Viral Power of TikTok with Soyoung Kang of eos
Soyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing the unknown early and always budgeting for experimentation, Soyoung helped eos become a giant on TikTok, where it has nearly 900k followers, and Instagram, where it has 1.7M. Soyoung and Eric discuss eos’ Bless Your F*ing Cooch Campaign, which pulled directly from a TikTok user’s unsolicited - and very enthusiastic - endorsement of eos’ shea butter shaving cream. This campaign caused sales of the shave cream to truly skyrocket and cemented eos’ place as a social media darling. Eos ran with it, making an ultra-limited edition shaving cream bottle with Carly Joy’s exact instructions on it in lieu of the classic usage directions on the bottle. "She explains the importance of experimentation in marketing and how to do it well: make sure everyone  on your team is on board, identify expectations, and set parameters so you will know if it’s been successful.Soyoung insists that marketers need to understand that they are never in complete control of the narrative - and that the true gift of social media is that it puts brands in conversations with consumers, and this leads to not just better marketing but better products and happier people.Find more from Soyoung on here:  Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
How to Focus on Marketing Fundamentals with Scott Monty
Feb 16 2022
How to Focus on Marketing Fundamentals with Scott Monty
Scott Monty talks about his journey from premed student to marketing expert, and the elephant in the room - his amazing voice. He explains how understanding timeless human nature and psychology is key to effective communication and marketing. He encourages marketers to focus less on the platforms and more on the fundamentals, on storytelling and connecting to people. Scott deeply believes in the often dismissed importance of taking the time to take stock and acting with integrity and warns of the danger of talking about brand purpose without truly embracing it at all levels of the business. He warns of the danger of “purpose” being the CSR of 2022. Of the friction between the need to keep up with the latest marketing trends - from NTFs and beyond - to taking stock and doing things well, he says,  “if you are confident in your purpose, in the values that drive your business, then moving quickly shouldn’t be a problem.” We couldn’t agree more. To hear more more Scott, subscribe to his newsletter at www.timelyandtimeless.com and visit his website at www.scottmonty.com. www.scottmonty.comNewsletter - www.TimelessTimely.comScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at media@wearerival.com, we’d love to hear from you.
How to Stay Ahead of the Disruption Curve with Chris Skinner
Feb 9 2022
How to Stay Ahead of the Disruption Curve with Chris Skinner
This week, Eric talks to Chris Skinner of The Finanser. Chris is well known for his extensive writing, speaking and advising on the disruption necessary in the banking and fintech worlds and is a proud self-proclaimed troublemaker because “the more trouble you make the more you can fix things.” In this week’s conversation with Eric, Chris explains everything from why he focuses his lens so intensely on the future, to why the financial world  isn’t as complicated as it might appear. He also explains the mechanism behind his staggering productivity and offers a truly global perspective on purpose-led banking. Chris’s next book - Digital For Good, If You Don’t Stand for Something You Fall Down - to be published in the second quarter of 2022 - will provide an in-the-round global perspective on purpose-driven banking and finance. It’s a conversation you won’t want to miss.For more from Chris visit: The Finanser  and Chrisskinner.globalAnd to learn more about Chris’s children’s book series, Captain Cake and the candy crew, visit www.Captiancake.com.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler. Say hi at media@wearerival.com, we’d love to hear from you.