Insider Interviews with E.B. Moss

In this bonus episode of Insider Interviews, I’m not interviewing anyone. I’m having a brisk 20-minute conversation with Julie Livingston of Want Leverage Communication, discussing the art and value of adding personality to your B2B content -- and especially to your company podcast. Taken from Julie's LinkedIn show, "PR Patter," these are some of the tips I shared for infusing B2B content with personality and approachability -- as your best “never knew what hit ‘em” way to appeal to prospects. I hope you’ll listen to (or watch) the full episode for the details, but here's the headline: "People buy from people they like" (and also gets you more “likes”!) You'll learn why humanizing a brand and its executives helps create a better connection with the audience -- or prospects. Then we'll discuss the differences between branded podcasts and B2B podcasts, adding personality, using storytelling, getting good guest …and getting the most out of your host… and even simple tech tips for putting your business in its best light. Remember, there’s a time and a place for sales brochures, and for leveraging audio for technical explanations. But that place is not your podcast. So: Get Emotional. There are great lessons on what drives purchases from an emotional perspective. See this presentation by Binet and Fields on the Principles of B2B Marketing. For my part, I'm not speaking to what drives a B2B buyer -- like "fear of losing one's job" or "fear of missing out". I'm speaking about the fear of not being oneself. Or rather, the fear many exhibit of vulnerability in a business setting. Where's the story? Where's the humor? Where's the human side? That is what we buy when we feel comfortable with someone. And that is what B2B podcasts can stand to offer a little more of. Branded or B2B? Well, it's kind of a Venn diagram. Your branded podcast can be for B2B purposes, but it's often more story-driven content that could easily be B2C -- or B2B2C! There are great companies that specialize in crafting endearment of a brand wrapped in a Trojan Horse of great storytelling. I'm all for that. Think the beloved Trader Joe's show. Or Trailblazers with Walter Isaacson, which is a BTYB from Dell. There’s a reason iHeartMedia just announced Ruby, a studio dedicated to creating branded podcasts, so go on in; the water's great! This POV is more focused on what I see as the traditional B2B audio content that is courting business customers, most frequently done as an interview to inform, and hopefully entertain -- or "edutain." Know your why -- and your what: So, just as I ask all my podcast development clients (did I mention I train companies in launching their B2B podcast?): why do you want to start a podcast? And what's in it for me as a listener? Those answers will inform the rest of your strategy. Whatever that is, you can afford to make it compelling! If you can't seat the best spokesperson who may be more junior but effervescent, you can train the bigger brass to be likeable and mic-able. And PS: that begins with having a good mic! And how will you make your guests shine? Because frequently you'll seat your prospects or customers, so you'll definitely want to put them in their best light. That takes preparation. Just like my favorite joke about the skeleton who walks into a bar and asks for a drink... and a mop. (Think about it.) Ask your guests for what they'd most like to discuss...but come prepared with personal insights that will humanize them as well in conversation. That's never to say embarrass anyone; but a little disarming can be fun and delightful to your guests and the listeners. You'll often find me motivated to sing to my guests. (Yes, I illustrate that in this bonus episode. Why it’s called a bonus.) Do understand the value(s) of creating a B2B podcast Yes, podcasts are great for communicating in a personal way that can explain more complicated ideas, or for reaching your customers even if they’re out for a walk.

Nicolle Pangis is an evangelizer of balance: between linear and digital television advertising, between tech and creative, between quality data and privacy. And balance between work and life. It’s the “ands” that drive her – apropos the company name of TV ad sales platform, Ampersand, where she has been CEO for the past five years. Insider Interviews podcast host E.B. Moss spoke with Pangis about a range of topics impacting the ad and marketing industry: from the latest advances in media measurement to the importance of embracing retail media networks. Additionally, this fast-moving leader who previously headed up digital shop 24/7 and GroupM’s Xaxis, discussed the ah-ha moments that sparked a commitment to promoting greater work-life balance for both she and her team, and building a more equitable industry. A perfect lead in to this conversation? You'll hear first from More Labs VP of Marketing, Lydia Boychuk, who walks us through how she drives trial and word of mouth -- or "sips to lips" -- for their nutritional supplement start up company focused on well-being. Boychuk discusses how she balances retail and DTC marketing with podcast advertising. Speaking of which, "sleep better," "focus more," and prevent that post-partying head with 20% off any purchase, thanks to Lydia. Use promo code insider20 at morelabs.com! In the ever-evolving world of TV advertising, Ampersand stands out as the biggest company you've never heard of. With the ability to aggregate and activate data on a household level, their potential for creative and technical implementations is vast. But with the industry becoming more fragmented, can they navigate the challenges ahead and continue to deliver relevance without crossing the line into creepiness? Find out in this thought-provoking conversation, which is a must-listen for anyone interested in the evolving landscape of television advertising and marketing in general...and personal well-being! Relevancy of advertising is good; a creepiness factor is bad. - Nicolle Pangis Timestamped summary of this episode: Introduction and how to support Insider Interviews at buymeacoffee.com/mossappeal Insider Interviews podcast host E.B. Moss first speaks briefly with VP Marketing of More Labs, Lydia Boychuk on DTC, Retail Media, and growing awareness for nutritional supplement start-up, More Labs. Then, featured guest Nicolle Pangis, CEO of Ampersand, discusses the latest advances in media measurement to the importance of embracing retail media networks including: 00:16:51 - The Challenge of Measuring Television 00:19:20 - The Importance of Linear Television 00:22:02 - The Power of Television in Attribution 00:24:42 - Technical Creative Implementations 00:29:17 - The Future of Advertising & perceptions of AI and Social Media Additionally, Pangis discusses her Journey to C-Suite 00:41:45 - Wellness & Work-Life Balance 00:44:56 - Leadership & Empathy & Purpose 00:51:11 - Ampersand's Company Culture 00:54:21 - Changing How TV is Bought: Pangis' hopes for how to get better at buying television and embrace new ways to do so. Finally, Industry Projections and Pangis' commitment to promoting work-life balance, building a more equitable industry, and her personal growth as CEO. The resources mentioned in this episode are: Ampersand for television media solutions and data insights to make better-informed advertising decisions. Nicolle Pangis - LinkedIn Andrew Ward on "cord cutting": https://www.thedrum.com/opinion/2023/04/19/advertiser-s-guide-the-upfronts-5-trends-changing-how-tv-planned-bought-sold E.B.'s personal recommendation for women at the top who want help finding balance? Check out Coach Marie Tanabe: https://www.marietanabecoaching.com/ Connect with Insider Interviews: Instagram: https://www.instagram.com/insiderinterviews Facebook: https://www.facebook.com/InsiderInterviewsPodcast/

Since Insider Interviews is about giving you the “insider’s scoop” on media and marketing, who better to give us the scoop than the CMO of Museum of Ice Cream, Erin Levzow? In today's world, we’re often so focused on work, responsibilities, and obligations that we forget to take time to have fun and experience joy. Levzow explains how MOIC became an in-demand destination for reconnecting with your inner child, or with your children, and eat ice cream while doing it! Learn from someone whose job it is to market fun about why joy is so important, mentally and physically. And learn how just raising your hand can spark success. Levzow, whose years of experience marketing everything from Caesars to Del Taco have earned her scores of awards, explains how the museum, under the Figure Eight umbrella, was created by Maryellis Bunn, another inspiring woman who wouldn’t take no for an answer: If that sounds childish, well, Bunn had the last laugh, with lines around the block on any given day. Levzow was cut from similar cloth, even citing a favorite book about improv that preaches the power of saying “Yes, and.” The plucky CMO explains how she applied “yes” throughout her career, even at times when she didn’t “know.” Moss with panelists: Kaye, OK Cupid, Levzow, MOIC, Benders, B Code Media, Bethea, Danone Levzow’s route to this C-suite, a year after winning a “40 Under 40” award, started by first saying yes to half a dozen different gigs and residing in as many states, often with toddlers in tow. She describes her leadership philosophy and how she guides teams with her brand of can-do motivation. She also mentions her love of dance and ballroom competitions. What she doesn’t mention is the personal hurdle she survived just after landing her Museum of Ice Cream role: her husband took a near fatal fall in their home and was actually pronounced dead three times before making it out of ICU. Through it all, Levzow applied her own can-do attitude to him – and to her own spirit – always believing and encouraging he would not just walk again, but thrive. As a post-note, she recently shared a video of his first time back on the dance floor six months later, if a halting version of the Rumba. That was joy. Here's a topline of our conversation flow: 00:1:55 What’s an “experium”? How and why this combo museum and experience center unites and inspires throughout the entire MoIC portfolio, down to the marketing 00:03:43 On the importance of experiencing joy together. 00:05:05 How a banana forest can lead to mental and physical health. “We want people to set their phones down and look at each other and play together.”... And what dopamine means to the brand. 00:09:00 The personal side: Dancing during her downtime and working her way to the C-Suite 00:11:12 Career experience and advice based on “Figure it out, volunteer, and learn it.” 00:15:30 How a brick and mortar got built, survived and thrived: “Coming out of the pandemic people really needed connection. We welcome everyone and attract a lot of families and young adults (on a date night), as well as tourists.” 00:18:46 Using data to “target for good” not evil: “People don’t mind giving as long as they’re receiving something in return.... A company that sells ice cream, let’s say (!), can target mothers with children who may be looking for something to do during vacation time. By showing them ads for this idea, we could help them bond with their children and provide an enjoyable experience. Data-driven targeting can also be used to target tourists who may be visiting a certain area, helping them have a great experience while visiting the area.” 00:20:20 The media methodology for Museum of Ice Cream (a la podcasting?!) “We do keep an eye on what's emerging but ...we're very particular about where we spend our time because it is about resources. You can't be everything to everyone, even though everyone is welcome... and we are an immersive brand,

In a spontaneous episode I discussed five different aspects of the business of podcasting – from using AI to “audio or video?”, to leveraging the star power and engagement power of podcasting. You’ll hear from: Michael Kaye, Director of Brand & Communications for OkCupid, an online dating app; Brandon Reed, Host, formerly tired dad, and creator of 12 Hour Sound Machines, a viral podcast that helps people sleep; Bona Rai, COO and Co-founder of Capsho, the tool that helped E.B. use AI to generate these very show notes (!); Chris Whitman, Co-founder and Chief Strategy Officer of GlassBox Media, think 'music label-meets-podcast marketing machine'; A.J. Feliciano, Head of The Roost Podcast Network from Warner Bros Discovery, that started the groundswell of podcasts leveraging video and has his finger on the pulse of monetizing best practices to meet the consumer where they're consuming content. It's five inspiring chats that reveal the brilliant possibilities of audio and video for the future including: How OkCupid leverages podcasting for success - earned or owned? The business model behind the 12 Hour Sound Machines podcast What Capsho is, and how this new tool taps AI to help podcasters save time How GlassBox Media cracks the code on growing podcast awareness and ups the value of creator IP A spontaneous interview at the Sounds Profitable event in Austin When is a podcast a video and a video a podcast? How should brands embrace the consumer's content journey? The Roost tells all. Chapter Summaries/Time Codes: [00:00:01] This is episode 5 of Insider Interviews, with five different guests included. Each of my guests spoke about a different area of the business of podcasting. This was recorded spontaneously right after a panel I conducted during SXSW for Sounds Profitable, featuring one of the panelists and four members of the audio .... [00:01:42] Michael Kaye, director of communications at OkCupid is naturally inclined towards earned, but says: "We've seen tremendous impact from both podcast advertising and from earned, pitching our experts to appear on other shows. In 2023, we'll be looking again at podcast advertising." [00:03:57] Brandon Reed's podcast is called 12-Hour Sound Machines. It was created when his newborn couldn't sleep through the night, now enjoying about 300,000 downloads a day. Reed started by first directly selling to brands, but now he's on Megaphone, in the Spotify Audience Network so programmatic sales is a really good solution for him. Hear his explanation of why the moments before falling asleep are actually a powerful moment for advertisers.... [00:09:12] Bona Rai is a co-founder of Capsho, a product that uses AI to tap audio files to create SEO-optimized content for podcasts. At just 10 months old they're already embracing a more robust version of Capsho 2.0 coming this Spring. [Note: I tried out Capsho 1.0 for most of these show notes, with an added “human touch!”] [00:14:15] Chris Whitman describes GlassBox Media like a record label for podcast hosts. Its goal is to grow the value of the IP for the creators across any sort of opportunity from a revenue perspective. "Now we represent around 65 shows, with no end in sight.” [00:18:58] A.J. Feliciano explains that The Roost podcast network is a video-first podcast network. “We have about 90 shows, a third of them are owned and operated. What is it about multiplatform distribution on podcasts that makes it so worthwhile for other podcasters?” [00:21:18] Our thinking around YouTube is that it's less that it's about video, and more about the platform itself. Who's your target audience and where have they been conditioned to go to just consume content? And that's why we're seeing podcast-like content bringing such big numbers there. [00:23:54] The Roost podcast will always have a foundation in audio. It can have video, it can be on YouTube. Heck,

Pierre Bouvard has some words of wisdom for media buyers out there…if you’re not buying audio (yes, all audio), you’re leaving reach and engagement on the table. As Chief Insights Officer at Cumulus Media/Westwood One, Pierre has seen the proof and has busted the myths surrounding audio advertising—and particularly the misconceptions about AM/FM radio. “Radio is perceived as much smaller than it really is. But the data tells us that ad-supported AM-FM streaming is actually bigger than ad-supported Pandora and Spotify combined. That blows people away.” After stints at Coleman Insights and TiVo, he has become the audio industry’s most revered evangelist and research mind. Now leading Westwood One’s full-service advisory—the Audio Active Group—he provides advertisers with media planning recommendations, creative best practices, and measurement services. This episode will certainly delight the research aficionados—and may just convince the audio skeptics. We also dig into: What we mean when we say ‘audio.’ Pierre breaks down the composition of the entire audio universe. Tactical scoop about media planning tactics and why an omnichannel approach works best. What the heck is ‘eyes on glass’ and what does it tell us about the effectiveness of TV? Pierre's pragmatic POV on brand purpose reminds brands to go back to basics. While he does a lot of work recommending media, he drops some facts on why creative trumps everything. Why it’s time for advertisers to stop testing and start committing budgets to podcast advertising. (Learn about the "5% rule"!) Plus, hear the story of how Pierre ‘broke the internet' and E.B.'s voice impression of Bette Midler... Just sayin'. This was a fun (and extremely informative) conversation. I hope this inspires you to learn more about the power of audio advertising. Mentioned in this episode: Dig into these findings on sonic branding Check out the Audio Active blog from Westwood One Learn more about Edison’s Share of Ear. Find Pierre on LinkedIn and on Twitter Follow Insider Interviews and Moss Appeal on: Twitter: @insiderintervws and @mossappeal IG: @insiderinterviews and @mossappeal FB: InsiderInterviewsPodcast and PINTEREST because, yes, it's a thing! LinkedIn: https://linkedin.com/in/mossappeal Hat tip to Annie Hunt for great show notes and social media support! And, please support this free podcast Insider Interviews at buymeacoffee.com/mossappeal Please support Insider Interviews at www.buymeacoffee.com/mossappeal

Did you know there's a lot more to Danone than Dannon? Do you know the definition of a B Corp? Oat or Soy... or a new low-sugar non-dairy milk? Linda Bethea, Head of Marketing for Danone North America—a top 15 Food and Beverage company in the US—gives us the insider's scoop on all of the above and how she markets all TWENTY of Danone's brands. She is shaping the marketing strategy for some of the most loved CPG products in the country—from Danimals to Evian Water and (my personal favorite) Stok Coffee. Since Danone is the country's LARGEST B Corp (listen and learn!), we explore the role of brand purpose in marketing today. Something that runs deep at Danone, going back half a century when the CEO started the concept of a “Dual Project" where companies care about societal value as much as shareholder value. Consumers want brands that take a stand and have a strong point of view. Building brands with purpose that positively impact the world is core to everything we do at Danone. Linda has enjoyed an impressive marketing career across CPG categories, from potato chips to liquor, and now leads a massive team that’s moving the Danone name into the future. That means pushing the envelope on product development, navigating the ever-changing marketing landscape, and finding unique brand partnerships that align with the corporate mission... all while continuing to “delight” consumers. Heads up, there will be a lot of (brand)name-dropping in this episode! Linda and I get into: How consumer tastes and trends drive innovation and marketing creativity Linda's path from soda to spirits to spirited field work that that supercharged her path to leadership and taught her how to negotiate and get things done Cool ways Danone is raising the sustainability bar, like rescuing fruit and repurposing bottles into shoes...and how those efforts influenced her home life Her definition of brand purpose and how proper marketing of it impacts consumer choice and company values What' my on my plate as an ova-lacto-pesce-vegetarian, and is the demand for plant-based foods today just a trend or...? Why she’s bullish on audio when it comes to winning the consumer attention game (this will really resonate when you catch my NEXT podcast interview -- with Pierre Bouvard, Head of Research for Cumulus Westwood One!) How she earned the nickname of The Velvet Hammer... And...what Linda reads and watches with her 13-year-old daughter that makes her a better parent. She's smart, and inspiring and mission-driven. Don't miss this conversation with a conscientious consumer marketer and leader. NOTE: If you'll be at SXSW in March '22, you can find her speaking with me more about the power of audio, thanks to Sounds Profitable. Ask me for deets. podcasts@mossappeal.com Big scoop! Read about the impact of dairy and what Danone is doing to reduce methane. And see their new campaign for Silk "NextMilk", designed to inspire the next generation of milk drinkers, but made from plants and with 75% less sugar. The #whosnext campaign features plant-based enthusiasts such as Brooklyn Beckham, Sailor Brinkley-Cook, and Myles O’Neal donning their best Silk ‘stache and inviting others to join them. Watch the hit Super Bowl spot from Oikos Listen to the Insider Interviews episode about Sustainable Brands, with founder KoAnn Skrzyniarz Learn about B corp certification Check out The Female Quotient -- and get your OWN velvet hammer or mini microphone charm: https://www.thefemalequotient.com/ Social: Connect with Linda on LinkedIn: https://www.linkedin.com/in/linda-bethea-12b7a1 Follow Danone: https://www.instagram.com/danonenorthamerica/ Follow Insider Interviews and E.B. Moss: Twitter: @insiderintervws and @mossappeal IG: @insiderinterviews and @mossappeal FB: InsiderInterviewsPodcast and PINTEREST because, yes, it's a thing LinkedIn: https://linkedin.com/in/mossappeal And,

How an unconventional journey to the C-suite of major ad agencies led to finding personal brand purpose I remember Mary Baglivo in our Rutgers days as fun but focused. Yup, there are stories I can tell. But the stories we focus on in this episode are how she turned her intellectual curiosity, which skewed more to classes in Art History than Business, into a career that included running three major ad agencies and earning innumerable industry accolades. An aspiring writer trying to make it in New York, Mary took a job at an ad agency. While learning on the go she caught the advertising bug, so much so that she moved from Madison Avenue to grad school followed by an ad agency gig in the Windy City that she couldn’t refuse. That determination, and a knack for helping develop distinctive ad campaigns and insight-based marketing strategies, was recognized pretty quickly and helped her thrive in a male-dominated industry. She ultimately held President and C-level positions at leading global advertising agencies like JWT, Saatchi & Saatchi, and Euro RSCG Chicago. “Defining a ‘brand’ is challenging. Clarifying your own brand is super important. A brand is more than its product attributes, obviously. It’s more than what it looks like. It’s certainly more than what an influencer portrays. It’s definitely got to be emotional, and probably involve all the senses in some way, shape, or form.” After years of developing consumer brands like credit cards and cereal, Mary found her personal brand purpose – using her marketing expertise to help universities, museums, and foundations communicate their purpose. Now, in addition to running the Baglivo Group – with a focus on key client Pace University – she is a sitting board member for multiple organizations, including the New York Women’s Foundation, and is intent on lifting up other women in business! “The key job of a CEO is to make sure that their people are feeling good, are happy and motivated, and have the opportunities to learn.” Mary and I dig into: An explanation of brand purpose and how it differs from but informs brand identity The moving target elements today of a solid brand campaign The increased consumer mandate for purpose and ESG and the question of how/if that can be marketed Can a person be a “brand” and how that applies to good leadership. The best advice she received as a leader How observing and working for people like “the most powerful woman in advertising,” Charlotte Beers, shaped her own leadership style and career Her work with the Block and its impact on diversity messaging through art The time and place for AI – yes, even in classrooms. Mentioned in this episode: Check out the Baglivo Group Find out more about The New York Women’s Foundation and their upcoming Celebrating Women Breakfast 2023 Learn more about the Block Museum SOCIAL: Connect with Mary on LinkedIn: https://www.linkedin.com/in/marybaglivo/ And, you can support this podcast here: Please support Insider Interviews at buymeacoffee.com/mossappeal

Just skim the career path of my first guest for Season 2 of Insider Interviews and you’ll understand why it was worth the wait of my past year on hiatus: It’s Jarl Mohn, former President and CEO of NPR...and E! Entertainment Television, the network he also created! Jarl’s career includes being hand-picked by former radio buddy, Bob Pittman (currently CEO of iHeart Media), to be the first EVP/GM of MTV and VH1. He also spent many years on the boards of The Annenberg School of Communication and Journalism, the EW Scripps Company and Scripps Networks, and KPCC Southern California Public Radio where he honed his love of public radio. And, while Jarl hung up his pundit placard to focus on hanging art as he and his wife Pamela endow museums and support emerging artists, his 50+ years in media and venture capital have taught him a thing or two about content and management. He shares 35 minutes of brilliance and humility -- from how his years in foster care sparked an escape route to radio, how quality will separate winners and losers in today’s content wars, and how art can literally change the way we think. We go head to, literally, toe on the big picture of media, right down to why his face is on my feet. Yeah, you’ll have to keep listening for that one. Or watch the video on YouTube, since good content should span all platforms! The following is a highly edited transcript, including a multitude of links to important resources mentioned. Career Path – Radio to Television E.B.: Jarl, you were my first boss in the cable industry. You started E! Entertainment Television and I was there in the Greg Kinnear and Howard Stern days. Can you share a little chronological route to your career? Jarl: I began my career as a disc jockey when I was 15 years old. I ended up ultimately, in New York at WNBC doing afternoons when I was 25 then got into the programming side of the business, became a general manager and bought some radio stations. Then one of the people I had worked with at WNBC, Bob Pittman, hired me, along with Tom Preston at MTV and VH1. So, I got into the cable TV business. Then in 1986 we created E! Entertainment Television. I did a stint with John Malone at Liberty Media as CEO of Liberty Digital, which was used to invest in internet companies and some interactive companies. Then venture capital /early stage angel investing for about 16 years. And then I had been involved in public radio in Los Angeles as a board member of KPCC and had the opportunity to become CEO of NPR nationally, for about six years. I finished up my tour of duty in 2019 and returned to Los Angeles. Radio as Escape from Foster Care EB: You shared with me that you had been in a group home in foster care .... Jarl: It was a very difficult thing to experience. I spend some time with foster youth and young adults in Los Angeles County now and have a chance to talk to a number of them. Almost every one, using different language, wants to know how we survived our PTSD or our trauma. ...I hated my existence in that children's home so much that I discovered radio and listened to it nonstop and fantasized about being one of those cool disc jockeys. So, when I got out at 15, I had a chance to go to engineering school, get my FCC license and began working at a radio station. EB: Radio is, of course we talk about it as theater of the mind. I just read an amazing memoir called A Place Called Home by David Ambroz, who actually works at Amazon now, and overcame similar challenges. You both remind us how we all need to support youth so much better and try to improve that world. The Art of Listening EB: Jarl, I knew you when you still used your DJ name, Lee Masters...I remember you would regularly walk the halls of E! Entertainment Television, chatting with every employee, every day. That meant the world to everyone I’m still part of the past-employee Facebook group. I even did an episode last season of Insider Interviews with Darren G.

Get ready! Here's what to expect for the next season of interviews featuring leading media, marketing and ad execs who share the "insider's scoop" on the industry. HINT: Expect to hear from renown leaders like Jarl Mohn who ran NPR and Mary Baglivo who ran Saatchi & Saatchi, to NFL marketers like Jen Kavanagh and Marissa Solis, to CMOs like Linda Bethea of Danone. Season 2 of Insider Interviews will be jam packed, so please follow now, or subscribe wherever you like to listen to #podcasts. But all of the Season 1 episodes are still informative for anyone interested in learning from major brands, publishers and media pros! Oh, and if you're curious, you'll learn what E.B. was up to in 2022 while Insider Interviews was on hiatus. She's available for more content marketing for your company, including getting you started with your own B2B podcast!

For the past 44 episodes of Insider Interviews I've put a lot of well-known media and marketing folks in the hot seat ...And today's guest is ... E.B. Moss. Me. Because as we ring out the old and ring in the new I've got some news for you. This nice round number, episode 45, will be temporarily one of the last for Insider Interviews for a while, as I embrace something really new. A fractional (year long) assignment as Senior Vice President of Content and Community at Brand Innovators. They create a community for marketers and and media folks through an incredible number of events and panel discussions, fireside chats, activations, tent poles, content articles, you name it. In looking back to look forward, as I wrote in The Continuum recently, I had some wonderful conversations. After launching with programming pro, Gary Krantz, talking about audio and the evolution of radio and podcasting my very next episode was in March of 2020 was Shelly Palmer, the pundit, who accurately predicted that we all better have our tech set up well to work from home. Check. In episode 7, Claude Silver, the Chief Heart Officer of Vayner Media, emphasized the need in our increasingly isolated environment to build relationships. And then Arra Yerganian educated us in episode 22, about the social determinants of health as we're so impacted by our surroundings. (I hope you're creating a safe space for yourself and finding ways to bring joy into your world, even as we have to isolate a little bit longer now.) On the DEI front Robyn Streisand, founder of The Mixx, is doing a terrific job at educating brands on how to embrace diverse communities and market authentically. And then, hats off to KoAnn Skrzyniarz, for building Sustainable Brands and emphasizing brand purpose and the business value of embracing sustainability and purpose-driven messaging. Talk about influencers. That’s what Danielle Wiley of Sway did and really informed us about how to manage what's been influential and what hasn't. And it all kind comes together with Joe Jackman in episode 37, talking about reinvention. Because that's what we're all doing these days. Marc Kidd and Anna Bager each talked about the out of home ad industry and their headaches during a time when nobody was traveling. Captivate, where Marc is CEO, specialized in elevator advertising, and no one was going into office buildings! So they figured out how to pivot -- or reinvent -- by expanding their signage to places where people play and live like golf courses and apartment buildings. Anna Bager talked about how out of home signage really helped move public service messaging forward, especially with the healthcare messaging that is so important these days. There were also some really impactful conversations with women in marketing. I want to thank, for example, Melissa Grady, the CMO of Cadillac, as well as Heidi Zak, the co-founder and CEO of third love, as just two examples. And I was able to do articles on both of them for The Continuum. That's the publication where I was editor in chief for the past year. We published some excellent articles about the need for both brand and demand marketing. That publication will continue to embrace the future. And it's a very worthy read. But I think as I look forward, and look back, some of Ruth Steven's words were exactly right and underscores why my move to Brand Innovators will be so timely. Ruth is one of the foremost experts in B2B marketing. And she said in our interview, “Today, the ability of the salesperson to guide a purchase in the buyer's direction and really understand the needs of that buyer has been eroded. So the marketer needs to step in and provide the educational content.” So my friends, I'm going to keep finding lots of ways to help marketers get their message out and to help connect the seller, the buyer, the media organization and the marketer, and I look forward to being able to continue delivering you that insider scoop.

For the past several years, Out of Home advertising (OOH) had back-to-back growth. Then, like so many changes in our daily habits, travel slowed, media habits shifted and signage became less of commodity. But, as Anna Bager, the CEO of the OAAA - the trade association for outdoor advertising recently shared: Part of that is tempering excitement over new technologies with a focus on society’s heightened need for humanity and real connections. The right strategy helps brands ensure they’re reaching consumers where they are, providing an experience that’s contextual and relevant. This conversation with Anna expresses the "what's old is new again" value of OOH and its ability to offer that "where they are" connection with consumers and provides an experience that’s contextual and relevant, privacy-compliant AND hyper-local! NOTE: It's a terrific complement to Epi 43 with the CEO of Captivate which focused on how their form of digital place-based advertising -- in-elevator media -- also had to shift its "place" and pivot during the pandemic. In both cases you'll hear about the value of both digital engagement and innovation and good old purpose driven messaging. (And if you want to learn about the IAB -- Anna's previous home before her focus on out of home -- check out Epi 20 with David Cohen!) We discuss: The evolution of OOH from static hiway signs (think Burma Shave!) to interactive digital takeovers (think Times Square!) How the medium survived the downturn in travel during the peak pandemic months by doubling down on its track record asa public service tool... How OOH supports both "brand and demand" marketing. We wrap with Anna's personal preferences for cool tools of the future! Social Media Links: Anna Bager LinkedIn Anna on Twitter OAAA on Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal

Marc Kidd, CEO of Captivate, lost sleep thinking about the lost foot traffic in office buildings when the pandemic hit. After all, his company specializes in programming the video screens in elevators. But, this son of famed NCAA football coach, Roy Kidd (as in Roy Kidd Stadium), is not one to panic at fourth down. In our conversation for Epi 43 he shared how Captivate evolved its Digital Out of Home (DOOH) offerings to include home and play locations, with an upswing in results for sales and marketers alike. “There was a high stakes game on a really bad weather day and I said, ‘Dad, it’s raining, the wind's blowing. What decision are you going to make about the coin toss?’ He said, ‘You don't worry about the things you can't control.’ It has always reminded me that there are things in life you have no control over ... like a pandemic.” Marc is not a stranger to having to pivot. Hear what happened when his college plans to work alongside his dad got waylaid... and he briefly considered accounting for a career! Luckily, he found his footing in sports marketing...then broadcasting, giving him the foundation for a storied career that included helping create the NCAA corporate partner program and the Breeders Cup’s World Thoroughbred Championships, WAC corporate partner programs and iHigh.com. Now at Captivate, he had some tough calls to make in the past two years for the greater good, but like all boats when the tide rises he ultimately helped the elevator advertising business stay the course through more innovation. Sample image from Captivate screen content Listen and learn about: How Captivate transfigured awkward social spaces! The evolution of DOOH (Digital Out of Home) itself and its use in brand and awareness marketing The guiding path to advertising effectiveness and strategizing content QR codes and other ways of building real attribution How COVID-19 disruption prompted forward-thinking repositioning Captivate's 2022 plans, including re-engineered programmatic platforms Staying in the game by evolving through crisis CaptivateScan - a pandemic-inspired innovation for building lobbies Why Marc can twirl a baton!... Attribution Tactic Resources mentioned: GroundTruth Office Pulse Placed Foursquare Kochava Social Media Links: Marc Kidd LinkedIn Marc Kidd Twitter Please share the podcast if you liked this episode, and follow Insider Interviews on Twitter, Instagram, and Facebook. And to support more please add to my virtual tip jar! https://www.buymeacoffee.com/mossappeal You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!

Podcast pro Steve Pratt, VP and Co-Founder of the multi-award winning Pacific Content, told me his company no longer makes branded podcasts. They haven't for a few years. They make “original podcasts with brands." And win awards doing it for brands like Ford Motor Company, Rocket Mortgage, Morgan Stanley, Slack, and Red Hat. The difference? These are no "thinly veiled infomercials. Instead, Pacific Content works together with their partners to "make a show that's designed as something that only that brand can make; you give a gift -- or create a significant amount of value -- for the people that the brand wants to have relationships with.” And that, says Pratt, is how and why a brand makes a show that solves for their specific business problem, AND makes them into "media companies," too. But don’t forget about the marketing. Good content that isn’t salesy has to go hand in hand with good marketing that doesn’t just try to “interrupt.” So, excuse me (!), but marketers should listen to this informative conversation all about connecting the dots between business objectives and audience preferences via podcasting. Steve should know: his company of “50 passionate podcast nerds” is focused exclusively on original podcasts that promote brands with authenticity and without compromising quality. Steve and I also discuss: How Dell Technologies’ podcast, Trailblazers with Walter Isaacson, became a “masterclass” on disruption and innovation, and sold listeners on Dell without selling products (and you can hear Dell Global Marketer, Rachael Henke, talk about this in Epi 6 from 5/20!) Creating a branded podcast strategy like a Venn Diagram between business goals and listener interests How podcasts drive loyalty Opportunities for “brands as media companies” Branded podcasts vs. Advertising in another podcast: What’s the litmus test? (And when Steve suggests brands call Bart Roselli at VeritoneOne, per episode 41 on effective ad campaigns!) Establishing marketing effectiveness in podcasting Success measurement tactics and KPIs And, since Pacific Content gives good content themselves, don’t miss Steve’s own musings on the future of podcasting, how he did on his 2021 predictions made in our friend James Cridland’s show...and what he’s projecting for 2022! Please share the podcast, and if you liked this episode, feel free to show support in my virtual tip jar at https://buymeacoffe.com/mossappeal -- and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. Find/Follow Steve and Pacific Content at: Steve Pratt LinkedIn Pacific Content LinkedIn Steve Pratt Twitter Pacific Content Twitter Reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!

Bart Roselli of Veritone One has seen the audio space grow exponentially in his over 15 years of media, marketing strategy, and account management experience. Now, as SVP Growth, he leverages his breadth of knowledge to enhance agency-media vendor relationships and help ensure client goals are set smartly for the space, and fulfilled across multiple channels of audio opportunities...including having an eye towards integrating Veritone AI technology to enhance performance. After comparing notes on our common ground of NJ to CA lives, in Episode 41 Bart explains the evolution of audio ad tech to how audio is also bought, sold and marketed differently these days. "It's not a one size fits all media world anymore. It used to be radio, print, and tv. Then digital started to evolve and now you have different tracking elements as we're moving towards a cookieless space. So marketing has evolved." Hear how to keep up with all the changes as Bart and I also discuss: How audio marketing has completely evolved in via multi-touchpoints Following the dollars via advances in digital tracking From compliance to engineering, how the backend of Veritone’s digital infrastructure “takes a village” The changes in how people consume media – including the impact of the pandemic on podcasts – and how brands need to fit into lives and attention spans differently Embracing change (a la 37 with Joe Jackman) but why Bart says, “If you’re reading about it in the trades you’re behind” Utilizing artificial intelligence and synthetic voice to super-serve clients (while avoiding “deep fakes!”) Bart’s stance on the brand and demand continuum Tapping data as the modern version of a crystal ball to navigate millions of shows to pick up and coming winners and properly message in the right podcasts The difference between embedded and digital ad insertion – and use cases for each (You can take a deeper dive into ad sales from Bart on the Podcast Advertising Playbook episode with Heather Osgood.) The reality of CPM pricing and measurement And overall remembering: “If you’re not thinking of channels – plural, you’re thinking of audio and your marketing incorrectly and you’re missing a big chunk of audience.” And big news! You can watch the unedited version of this episode now as video on YouTube! (Don't judge my kitchen.) Resources Mentioned: The Continuum 2020 IAB Brand Disruption Summit Partnership with Children Social Media Links: Bart Roselli LinkedIn Veritone – LinkedIn and Twitter Please share the podcast, and if you liked this episode, feel free to show support at https://buymeacoffe.com/mossappeal and please follow and engage with Insider Interviews on Twitter, Instagram, and Facebook. You can also reach out to be considered for an episode — or suggest questions or a guest — or to have your own bespoke podcast series produced and/or hosted by E.B. Moss. Email us at podcasts@mossappeal.com. We’re “hear” for you!

A milestone! It's Episode 40 of Insider Interviews! And for that, who better to interview than Cadillac's Global Chief Marketing Officer, Melissa Grady Dias, who is, herself, marketing a milestone: the launch of what will be the first all electric line of luxury brand vehicles (EVs), starting with the Lyriq! This episode was recorded in September, and since then the new Lyriq has sold out of pre-sale reservations. So how did it get so popular? Why is Cadillac “the maverick” of the GM brands, and how does its marketing deliver on its corporate parent's promise to be the most inclusive company in the world? For the past two years, Melissa Grady Dias has held the key. She is a marketer's marketer, a master of math and of insight-driven creative. With a heart. That "brand and demand" combo (as I’ll write more about in The Continuum) is what’s helped infuse those corporate cause-oriented values into everything from gaming tie-ins to 6-second ads, to experiential marketing with Michelin-rated chefs. To hear Melissa be moved by the definition of equity and inclusion is to understand what "drives" (sorry) much of the brand messaging, but messaging that is always backed by data. As she explains: “I try to understand how and where my audience is consuming media, and how they're entertaining themselves. Then I try to be in those places, but to do it in a different way, so that it really breaks through.” While always in pursuit of an advertising career, (“I used to watch Who's the Boss and I loved Angela and I wanted to be like her,” she confesses) Melissa almost took a wrong turn. But discovering Database, Direct, and e-Commerce studies in a Masters program led her to expertise in performance marketing and technology. Her passion for good creative added the rest of the fuel. After discussing how she “followed her career north star to OnStar” we took some deep dives into how she is marketing the 125-year old brand, including: What it means to “show up differently” and how the Cadillac marketing team approaches the funnel differently, too (hint: upside down!) With GM looking to go all EV and towards a 0, 0, 0 world (zero emissions, zero crashes, and zero congestion) how Cadillac, historically an innovator brand, is at the forefront of that effort: Just why Cadillac overall -- from the Escalade to the XT6 -- is like the maverick of GM brands, while still infused with corporate cause-oriented values. "Cadillac is also a bit of a maverick and we’ve always stood for those people who really have big dreams and bold ambitions, but really they’re the change-makers." Melissa’s reaction to CEO Mary Barra’s statement on making GM one of the most inclusive companies in the world, and how they’re doing that -- on social, in a campaign or in how they’re spending money; “Equity is treating everyone the same and fairly. So if there's a dance everyone's invited to the dance. Inclusion is being asked to dance.” Campaign development: "When Regina King heard the brand manifesto, she could relate it to her story. And ...it inspires me to be a better person, too. That's how the “Never Stop Arriving” campaign was born: it's about hitting a moment, celebrating yourself and then thinking ‘Now, how do I keep making the world better? How am I going to keep moving forward?’" How they identify prospects and find them, starting with addressable and digital then filling in as they go up the funnel, right to tentpole events like their Oscars™ or PGA sponsorships; Melissa’s perspective on audience demographics “I’m never saying, ‘where are the 25-54 year olds with a certain income’” and feelings about linear TV to podcasts...even their innovative use of gaming and AR and VR as part of the sales process; (Note – Take a look at Cadillac Live for a unique view of how vehicles can be experienced in our showroom and supply-chain challenged times! And fun fact: More test drives happen on YouTube than in a car de...

When I met Pearl Servat three years ago, Visible was brand new in the world of wireless carriers, and Servat was generating content about it. Now she is fairly new in an elevated role as Head of Brand Marketing and Demand Gen for the disrupter division of Verizon Wireless, and gives good content herself in our conversation about driving customer connections. Servat honed her PR chops in the entertainment and brand world under the mentorship of marketing heavy hitters like Pat Kingsley (PMK-BNC), but made the switch, as they say in the world of carriers, to helm "brand and demand" marketing. In Epi 39, she discusses both her own evolution, and that of Visible. Hear how she leverages partnerships with like-minded brand ambassadors and ensures the first all-digital wireless carrier in the US doesn't forget its mission of kindness and transparency: “I essentially sit at the intersection of where I've always loved to be. Between brand building and conversion and acquisition, driving and growth.” Mission First, Marketing Next. Servat explains that Visible’s mission drove her to lead efforts to connect people during some of the scariest days of the pandemic. Hear how a simple email campaign that Visible sent asking how customers were holding up during the pandemic had unexpected impact. Staying true to its DNA, the brand launched the #VisibleActsofKindness campaign and garnered over 2 million organic interactions. Hear her perspective on the importance of both brand and demand marketing, as her title implies, AND experiential marketing -- such as when they turned Los Angeles bus stops into mock living rooms, and even ski lifts settings giving customers a tactical connection with the all digital brand in lieu of physical retail locations. “It's beyond just retaining the consumer for us...We truly try to be as intentional as we can at every touch point with the brand. So, it doesn't just start and stop with marketing.” Partnerships that Matter Partnerships and brand ambassadorships help extend the reach of the brand. Servat emphasizes the importance of partnering with people who live by the same mission as the company. Potential partners have seen the work Visible is doing and reached out to the company, interested in collaboration—the mission drives these kinds of partnerships. Staying on trend? Servat credits her team, modestly saying she’s not “nearly as hip and cool as they are.” And on working with marquee names like Kevin Bacon and Dan Levy? Well... “When it comes to talent partnerships, we do a significant amount of research...And we only work with talent who walk the walk when it comes to social impact, what they stand for on an ongoing basis, [and] how they connect with their own communities.” To hear more on the early stage Visible marketing efforts, listen to Insider Interviews Epi 10 with then CMO Minjae Ormes. Connect with Servat and Visible Visible: On LinkedIn, Twitter, Facebook, and Instagram Servat: On LinkedIn Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter: @MossAppeal @InsiderIntervws Instagram @MossAppeal @InsiderInterviews Facebook: Insider Interviews Podcast If you found this helpful, or liked other Insider Interviews episodes, please support us with a review wherever you listen, share this episode, and even add to my digital tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at podcasts@mossappeal.com.

Katie Kempner may have appeared in the cult-classic films Scam and Class of Nuke 'Em High, but she’s much better known for her corporate communications credentials. In Epi 38, she switches roles from interviewing others, or landing her clients interviews as a PR phenom, and sits instead in my guest seat. Kempner and I took a few fun minutes at the top to discuss our mutually limited—yet memorable—acting experiences (see bonus image, below), but then dove in to how taking a risk paid her career-making dividends, and her tangible takeaways about earned and owned media today. Stumbling into her Niche When her prospects as an MTV VJ or starlet seemed slim Kempner took a job at a staffing company to avoid having to return to her parents’ home after college. An opening at one of their client’s shops, the then still nascent advertising agency CP+B, changed her career path forever; Kempner talked her way into a role working with their new business division! Kempner stayed with the award-winning agency for almost 20 years, and its acquiring company, MDC, from its roots as a small Miami office to regional powerhouse to a global super machine. But... She always dreamed of starting her own firm. Solid relationships with her employer allowed her to launch Kempner Communications and keep CP+B as her first, and biggest, client. How she lives the "reinventionist" philosophy of one of her current clients and my previous guest, Joe Jackman! (Check out Epi 37 if you missed it.) I am the product of hard work and being in the right place at the right time. Media Evolution Kempner has witnessed the rise in popularity of owned media, and she discusses why she still leans more toward earned media, but... Always one to embrace future concepts, Kempner also discusses the benefits of client-created media and how it can help reach an intended audience. Speaking of audiences, we discussed the shifting audience perspectives as the media world functions with fewer high-profile journalists with readership at scale, and more outlets to tell stories. Listen for Kempner’s recommendations on balancing quantity and quality in earned media. In one way, the proliferation of media is fantastic because there are more places to go. Kempners Tips for Getting Started in Today’s PR World Be a strong communicator Be careful with your words and a scrupulous editor Knowing why you’re crafting a message can help determine where to place it. Knowing what your clients are trying to say helps to determine to whom they’re talking. And personally? Just as she asks of the guests she interviews on Perspectives, Kempner’s answer to what advice she’d offer: “You should speak kindly to yourself...and I don't mean live in some kind of la-la land where you're not being realistic, but be good to yourself and be your own best friend.” Connect with Katie Kempner: Online: Kempner Communications On LinkedIn and Twitter Via her podcast, Perspectives with Katie Kempner Connect with E.B. Moss and Insider Interviews at Moss Appeal and on: Twitter: @mossappeal @insiderintervws Instagram: @mossappeal @insiderinterviews Facebook: InsiderInterviews Podcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review anywhere you listen to podcasts, share this episode, and you can even add to my tip jar to “buy me a coffee!” If I can help you connect your podcast/tv/content dots—or, just want help getting started with a podcast or content marketing strategy, please reach out to me at podcasts@mossappeal.com. Bonus Image:

Not many people – or brands -- love change as much as Joe Jackman. The CEO of Jackman Reinvents has been a valued advisor to major retailers like Staples and brands like Flow Water, to B2B companies and to private equity partners. In this episode hear how he uses insights about trends and human behavior to drive change – or reinvention – and why that’s essential for a brand today. Jackman believes that moving from town to town as a kid with his retail exec dad emboldened him and taught him relationship skills. To the envy of any who have experienced “imposter complex,” Jackman has confidently embraced change professionally, moving from creative to CMO to CEO, admittedly making it up as he went along at many of the stops along the way. Learn what’s needed for companies to thrive, and the consequences for those that choose to emulate ostriches. This 40-minute conversation is filled with insights – or, as Jackman calls them when working with clients, “nuggets you can actually hang a strategy off.” I encourage a full listen, but here are some unmissable elements and Jackman Takeaways: Change has been coming fast and furious for many years, but the pandemic has compressed the need for speed to do things differently now; not just in people's lives, but in the dynamics of the marketplace Jackman Takeaway: “If you're not changing and evolving, you’re stuck. That would probably be the best scenario. But the more common scenario is you're moving backwards or, in business terms, you're waning or dying.” Joe Jackman explained his personal path and how an appreciation of change took him from creative director to business owner after stints helping launch brands like Joe Fresh (no relation!). Jackman Takeaway: “I said, why can't I be a brand strategist? What do I need to know? Who do I need to learn from? And then, eventually, I just thought, ‘Why can't I shape strategy at the very highest level?” That attitude led to becoming a “reinventionist” – and the definition thereof: Jackman Takeaway: “It’s a word I made up, but basically the definition is to just be really good at making change happen and to great benefit. The world needs more people with the skills and in the mindset of making change.” Learn which immutable law of marketing he adopted from Al Ries and Jack Trout and built his agency on. Jackman’s concept of reinvention is tied to “invention,” and a brand’s transformation is intrinsically tied to its DNA. We need to collectively “reposition the entire idea of change in our minds as a positive force, and essential. It should be seen as creating the next best, most powerful and relevant version of you or your company.” (He literally wrote the book on this: “Reinventionist Mindset”with a set of five principles for change.) The status quo – especially when paired with success -- is a killer. Business model life cycles, executives' tenures, the length of brands’ relevance, are all compressing. So, since “the future arrives daily,” brands need to figure out step-by-step how to evolve and “get pro athlete good at it or you have it done to you.” Learn how Jackman helped Staples create trial stores that were hybrid workspace meets product sampling; and transformed Rexall, including being the first drugstore in Canada to start offering flu shots. Jackman Takeaway on Retail: “In a world of choice, which is what the internet did to retail, retail was relatively slow to adapt.... There are exceptions, but retail generally sat and was lacking innovation... A lot of disruption was enabled by that sense of ‘oh, maybe one day we’ll evolve, but stores are the thing now...’. If retail leadership was prescient in reading what's happening, Amazon wouldn't exist. Casper wouldn't exist. Netflix wouldn't exist and there’d be a streaming service called Blockbuster.” Big Jackman Takeaway: “There's probably only one rule in all of this work in transformation: That you must deeply understand who your cus...

Shaleen Desai is like a caped crusader for content. This SVP of Adult Animation is super focused on solid stories and shares how he is bringing super heroes and more to animation...and beyond. In his career of 20+ years and counting in Hollywood, Desai has been with Letterman, Viacom/CMT, Fox 21 and gone from working with Jason Bateman at Aggregate to Warner Bros. on "Batman" and other IP. Overall, whether it's animated or audio his focus is making sure Warner Brothers Animation products will resonate anywhere as just good storytelling! While Insider Interviews listeners heard from Desai in Epi 33 - which was taken from his NATPE ContentCast panel about crossover IP -- in this episode 36 Desai gets the chance to go more in-depth around how Warner Bros. Animation and Blue Ribbon Content work with the overall organization to tap top talent -- from development to writers to the stars behind the mics. For example, when you hear those words, "I'm Batman" in a forthcoming scripted podcast it might be spoken seriously by Winston Duke on Spotify... or by a campier Jeffrey Wright in a version called Batman the Audio Adventures on HBO Max. [Since this recording earlier in September it was announced that The Audio Adventures will launch on 9/18 -- which is (who knew?!) "Batman Day"!] And of course, there's always animation, with Batman, Caped Crusader headed to Cartoon Network and HBO Max soon. But Desai is focused on more than super heroes. He's also developing new approaches to content, dabbling in AI and more short digital films and podcasts through Blue Ribbon, and always working to just identify the next good story that can live, well, anywhere! Want to know exactly how the pandemic shifted content consumption of more adult animation? How do they pick which story might live as a cartoon or a podcast? Will it land on Adult Swim or HBO Max ...or even Spotify or Freeform? Will Desai hire E.B. for voice work!? And why DO E.B.'s doormen call her "Batgirl"? Learn all this and more from this Hollywood vet and the voiceover wannabe host of this episode. Please find Shaleen on LinkedIn: https://www.linkedin.com/in/shaleen-desai-aa661412/ Please follow E.B. Moss and Insider Interviews on: Twitter: @mossappeal @InsiderIntervws IG: @insiderinterviews @mossappeal Facebook: InsiderInterviewsPodcast If you found this helpful, or liked any of my Insider Interviews episodes, please add a review on Apple, share this episode, and of course to support this show you can “buy me a coffee!”: https://buymeacoffee.com/mossappeal If I can help you connect YOUR podcast/tv/content dots, or just get started with a good #b2b podcast, please reach out to me at podcasts@mossappeal.com

Today's episode could be a lesson plan about B2B Marketing because my guest, Ruth Stevens, has been teaching business to business marketing at NYU, Columbia, and B-schools around the world. And that's in between being one of the foremost consultants in the space. So, Stevens calls BS on certain approaches to B2B we all better sit up and listen. Hear about the "fails" AND the best practices for what makes customers sit up and listen, too! Stevens went right from business school herself to TimeWarner's Book of the Month division, "thinking that I was joining one of the great book marketing companies in the world. I learned I was actually in one of the great direct marketing companies in the world." After seven years of getting schooled in DM she mastered B2B first at Ziff Davis then IBM, simultaneously writing columns as well as teaching others at night. In one example of her "no BS advice" articles, which appear everywhere from Biznology.com to HBR.org, Stevens says, "Don't Be a Jerk on LinkedIn", and advises sellers everywhere not to jump to the pitch. ("Building relationships on social media is hard. People get lazy and go straight to being the seller, and skip the personal establishment part. They're also just sorely tempted by how easy it is to just make a mass pitch using LinkedIn Sales Navigator.") And, heed Stevens when she notes: Today the ability of the salesperson to guide a purchase in their direction, but also to understand more deeply the needs of the buyer, has been eroded. So the marketer needs to step in and provide the educational content. This has driven the huge rise of B2B content marketing to allow that researcher better understanding of how to solve a problem or how your solution can be helpful, and to guide them toward calling you. Companies' approach to client retention is also in need of schooling: Another area where I see B2B companies failing, or sub-optimizing, is retention marketing and it just drives me crazy because this is where the bulk of profits arise. Most companies organize it to be the responsibility of someone called 'account management', which is an important function, but marketing is not being asked to support it. Stevens feels for the challenges faced by marketers and sellers these days in getting to know or reach know the buyer and ever-expanding buying groups -- especially in enterprise purchasing: Marketers need to try to replicate that old relationship building aspect by identifying the members of the buying circle and either find out through outbound calling, for example, or social listening, or infer what their agendas are, because each member of the buying circle usually has a different agenda, different need. And then try to serve those needs on a one-to-one basis. And despite all of our wonderful MarTech and data, it's really hard to do. That's also why events (especially virtual events) have taken on an even larger role -- as a place researchers can get their questions answered. So, Stevens points out, we need to be even more active at business events than before, and to create our own opportunities, webinars and meetings to build those now more elusive business and sales relationships. The trick there, as with everywhere, as you'll hear in this episode, is how one shows up at those events or in that content. No pants on a Zoom aside, business presence still needs panache and empathy. You'll hear many tips and lessons from "Professor Stevens" in this episode, including: How creative still needs to be about education, but in a context that captures attention and builds trust. How and why we stumble when we try to apply traditional consumer creative strategies to B2B and risk sounding "tinny or irrelevant" -- but why storytelling is still a "watchword" for B2B. Why it's wrong for the brand power to be measured by if it helps the salesperson get a meeting: "Asking marketers to base their entire value proposition to the firm on sales...