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On average, millennials stay with an employer for just two years and nine months. But after 17 years leading marketing at CARFAX's Banking and Insurance Group, Jon-Erik Valetti has cracked the code on marketing and sales alignment.
In this episode, Elena and Angela explore how Jon-Erik transformed B2B marketing within a major consumer brand. From viewing marketing as a revenue center to building a thought leadership strategy that resonates with millennial buyers who make up 75% of B2B buying teams, learn how the Banking and Insurance Group grew from 11 employees to a major revenue driver for CARFAX.
Topics covered:
[01:00] Why millennials job-hop—and what keeps talent long-term [05:00] Creating shared goals between marketing and sales [10:00] Using a flywheel approach to define team roles[15:00] Building B2B brands within a consumer company[20:00] Why modern B2B buyers want self-guided research [24:00] The marketing experiment that led to angry faxes
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2024 MarketingWeek Article: https://www.marketingweek.com/b2b-marketers-conflict-with-sales/
Jon-Erik's LinkedIn: https://www.linkedin.com/in/jonerikv/
CARFAX Marketing Flywheel: https://514871.fs1.hubspotusercontent-na1.net/hubfs/514871/CarFax%20Marketing%20Flywheel.png
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Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore why customer participation in product assembly or creation can significantly boost perceived value and brand attachment, even when the result isn't perfect.
Topics covered:
[01:00] "The IKEA Effect: When Labor Leads to Love"[02:00] How DIY assembly affects willingness to pay[03:15] The universal appeal across DIY skill levels[04:00] When the IKEA effect backfires[06:45] Applications beyond physical products[07:30] AI collaboration and user engagement
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Norton, Michael I., Daniel Mochon, and Dan Ariely. "The 'IKEA Effect': When Labor Leads to Love." Working Paper, No. 11-091, 2011.
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Saknas det avsnitt?
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For 90 years, Amica Insurance only accepted new customers through referrals. Then they opened their doors to everyone—and discovered they had less than 3% national brand awareness. For a direct-to-consumer insurance company, this sparked a complete marketing transformation.
This episode, Elena, Angela, and Rob are joined by Tory Pachis, SVP of Marketing at Amica Insurance, to explore how he built the case for brand investment during one of the industry's most unprofitable years. Learn why Amica chose emotion over humor in their creative strategy, how they've doubled website visitors year-over-year, and what their Boston Celtics partnership means for growth.
Topics covered:
[01:00] Should brand and performance remain separate?[08:00] Transitioning from referral-only to mass marketing[14:00] How TV improves paid search efficiency[20:00] The strategy behind the Celtics partnership[24:00] Moving beyond cost-per-policy metrics[31:00] Why long-form advertising still matters
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resource:
2024 MarketingWeek Article: https://www.marketingweek.com/performance-branding-no-such-thing/
Connect with Tory: https://www.linkedin.com/in/tory-pachis-7106064/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how brands have lost their cultural authority and face growing consumer resistance. They discuss why authenticity matters more than ever and what it means for marketing strategy.
Topics covered:
[01:00] "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding"[02:00] How brand influence has shifted from top-down to consumer-driven[04:00] Cultural engineering and its downfall[05:00] The rise of postmodern consumer culture[08:00] Strategies for authentic brand engagement[09:30] Moving beyond calculated authenticity
To learn more, visit marketingarchitects.com/podcast
Resources:
Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding." Journal of Consumer Research, vol. 29, no. 1, June 2002, pp. 70-90. Oxford University Press. Available on JSTOR, https://www.jstor.org/stable/10.1086/339922.
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
86% of Grammarly's marketing team reports that AI prompt generation tools have positively impacted their productivity. But how should marketers balance AI efficiency with maintaining brand voice and authenticity?
This week, Elena and Angela are joined by Lena Waters, CMO at Grammarly, to discuss how AI is transforming marketing. Together, they explore the evolution of AI tools in marketing, why brand building matters more than ever in the age of AI, and how marketers can effectively measure success across both brand and performance initiatives. Plus, learn why Grammarly's recent TV campaign resonated surprisingly well with the C-suite.
Topics covered:
[01:00] How Grammarly approaches AI as both user and creator[09:00] Maintaining brand voice while using AI tools[12:00] Balancing B2B and B2C marketing strategies[19:00] Why TV advertising resonates with the C-suite[24:00] The danger of over-focusing on bottom-funnel metrics[27:00] Lessons from pivoting during COVID-19[31:00] Making AI personal while maintaining trust
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2024 MarketingWeek Article: https://www.marketingweek.com/generative-ai-isnt-marketings-future-its-already-part-of-its-present/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore the difference between brand loyalty and repeat purchasing. They discuss how brands can misinterpret habitual buying as true loyalty.
Topics covered:
[01:00] "Brand Loyalty Versus Repeat Purchasing Behavior"[02:00] Examples of brand loyalty vs. habitual purchasing[04:00] Distinction between repeat purchasing and brand loyalty[05:10] Brands with the most loyal customers[07:00] Surprising entries on the brand loyalty list[09:00] Importance of mental and physical availability
To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.
Resources:
Jacoby, J., & Chestnut, R. W. (1973). Brand Loyalty vs. Repeat Purchasing Behavior. *Journal of Marketing Research*, 10(1), 1-9. https://doi.org/10.2307/3149402
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Brands are spending 3X too much on social media according to new analysis of data from 140 advertisers. The research suggests social spend should drop from 13% to just 4% of media budgets, with the difference reallocated to more effective channels like TV.
This week, EssenceMediacom UK's Chief Strategy Officer Richard Kirk joins Elena, Angela, and Rob to explore research on media effectiveness. They discuss why marketers overvalue digital channels, the resurgence of TV advertising, and how streaming platforms' shift to ad-supported models is changing the media landscape. Plus, hear about the UK's robust marketing effectiveness culture and what US marketers can learn from it.
Topics covered:
[01:00] New analysis reveals major media mix imbalances[06:00] Why 60% of advertising impact comes after three months[09:00] How the Media Mix Navigator tool optimizes spend[13:00] UK's marketing effectiveness culture and research[17:00] Streaming platforms' return to ad-supported models[21:00] The resurgence of TV-style advertising formats
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2024 Media Leader Article: https://uk.themedialeader.com/brands-could-be-spending-three-times-too-much-on-social-you-read-that-right/
Profitability 2 Report: https://www.thinkbox.tv/research/thinkbox-research/profit-ability-2-the-new-business-case-for-advertising
Media Mix Navigator: https://www.thinkbox.tv/training-and-tools/media-mix-navigator/media-mix-navigator
Richard Kirk’s LinkedIn: https://www.linkedin.com/in/richkirkmedia/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this Halloween special, Elena and Rob explore the impact of fear-based messaging in advertising and public health campaigns. They discuss when fear appeals are most effective and how to strike the right balance.
Topics covered:
[01:00] "Appealing to Fear: A Meta-Analysis of Fear Appeal Effectiveness and Theories"[02:35] Real-world examples of fear-based advertising[05:10] Short-term activation vs. long-term branding with fear appeals[08:40] The importance of efficacy statements in fear-based messages[09:50] Linear vs. curvilinear models of fear appeal effectiveness[10:30] How audience characteristics impact fear appeal success
To learn more, visit marketingarchitects.com/podcast or sign up for our newsletter at marketingarchitects.com/Newsletter.
Resources:
Tannenbaum, M. B., Hepler, J., Zimmerman, R. S., Saul, L., Jacobs, S., Wilson, K., & Albarracin, D. (2015). Appealing to fear: A meta-analysis of fear appeal effectiveness and theories. *Psychological Bulletin*, 141(6), 1178–1204. https://doi.org/10.1037/a0039729
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Targeting only consumers who are ready to buy right now is a recipe for inefficient marketing. According to godfather of effectiveness Peter Field, this approach misses most potential customers.
This week, Elena, Angela, and Rob are joined by Peter to discuss the state of marketing effectiveness. Peter shares his thoughts on targeting misconceptions, the power of TV advertising, and why marketers need to focus on long-term brand building. Plus, learn why "waste" in advertising can actually be a good thing.
Topics covered:
[01:00] Peter's journey from agency life to independent researcher [04:00] The importance of balancing short-term and long-term marketing strategies [09:30] Why TV remains one of the most effective advertising channels [15:45] Common misconceptions about the 60/40 rule for brand building vs. activation [22:30] The dangers of over-relying on performance marketing and digital metrics [29:00] How to think about marketing effectiveness research and data [35:30] Why broad targeting is often more effective than narrow targeting [40:45] The role of brand building in maintaining pricing power during inflation
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
MarketingWeek Article: https://www.marketingweek.com/peter-field-tv-underpriced/
The Long and the Short of it: https://www.amazon.com/Long-Short-Balancing-Long-Term-Strategies/dp/085294134X
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how investments in brand value directly and indirectly boost profitability and market value. Using Amazon as a case study, they discuss the importance of balanced marketing investments even in the face of economic uncertainty.
Topics covered:
[02:00] Amazon's advertising strategy across channels[03:55] The brand value chain and its impact[05:10] How brand investments affect financial stability[06:05] Current economic sentiment and marketing spend[07:40] Long-term benefits of advertising during downturns[08:40] Stock price volatility and advertising correlation
To learn more, visit marketingarchitects.com/podcast
Resources:
Elsayed, R. A. A. (2023). The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon. Future Business Journal, 9(19). https://doi.org/10.1186/s43093-023-00196-2
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
90% of CEOs believe they understand marketing's benefits, but only 50% of CMOs agree. This misalignment can significantly impact a brand's growth potential.
This week, Elena, Angela, and Rob dive into the complexities of the CEO and CMO relationship. They explore common challenges, signs of disconnect, and strategies for building a partnership that drives business results. Plus, test your knowledge of famous marketing decisions in our CEO vs. CMO quiz.
Topics covered:
[02:00] McKinsey research on CEO/CMO alignment and growth[04:00] How marketing impacts more than just leads and traffic[06:00] Signs of CEO/CMO disconnect[09:00] The impact of new C-suite titles on marketing roles[13:00] Strategies for improving CEO/CMO alignment[18:00] CEO vs. CMO: Whose idea was it?
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
The McKinsey Podcast Episode: https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/analyzing-the-ceo-cmo-relationship-and-its-effect-on-growth
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how personality traits influence consumer responses to personalized ads, revealing key insights for marketers crafting targeted campaigns.
Topics covered:
[01:00] "Personality and Psychological Predictors of Instagram Personalized Ad Avoidance" [02:20] The Big Five personality traits [04:35] Self-efficacy's impact on ad perception [05:10] How personality shapes ad avoidance [06:05] Openness and extraversion in ad reception [07:40] Comparing TV ads to personalized digital ads
To learn more, visit marketingarchitects.com/podcast
Resources:
Amarnath, D. D., & Jaidev, U. P. (2023). Personality and Psychological Predictors of Instagram Personalized Ad Avoidance. *International Journal of E-Business Research, 19*(1). https://doi.org/10.4018/IJEBR.323197
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
AI is transforming marketing faster than any one person can keep up. But is the technology living up to the hype, or are we entering a "trough of disillusionment"?
This week, Elena and Rob are joined by Chuck Hengel, Executive Chairman of Misfits and Machines, to explore practical AI use cases in marketing today and exciting possibilities for tomorrow. From AI-powered sales coaching to automated brand management, discover how AI is reshaping the marketing landscape and how you can use it to drive results.
Topics covered:
[01:00] Is AI entering the "trough of disillusionment"?[07:00] AI for real-time sales coaching and customer support[10:00] Using AI to match brand voice in copywriting[12:00] AI for brainstorming and meeting productivity[14:00] The future of audio as an AI interface for brands[15:45] AI-generated imagery for presentations and ads[17:00] AI-powered strategy creation and business insights[21:45] AI agents for automating complex marketing tasks[24:00] Google's Notebook LM for content summarization
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2024 InfoWorld Article: https://www.infoworld.com/article/2514409/ais-moment-of-disillusionment.html
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how our brains respond to advertisements at a neural level. They discuss the relationship between emotional arousal and ad effectiveness, revealing insights that challenge conventional wisdom about likability and memorability in advertising.
Topics covered:
[01:00] "Measuring Neural Arousal for Advertisements and its Relationship with Advertising Success"[02:00] How good are humans at predicting brain reactions?[04:00] EEG measurements and ad ratings methodology[05:10] High arousal ads are memorable but not always liked[07:00] Balancing attention-grabbing with positive perception[08:40] The disconnect between likability and persuasiveness[10:00] The power of adrenaline in creating memorable experiences
To learn more, visit marketingarchitects.com/podcast
Resources:
Eijlers, E., Boksem, M. A. S., & Smidts, A. (2020). Measuring neural arousal for advertisements and its relationship with advertising success. *Frontiers in Neuroscience*, 14, 736. https://doi.org/10.3389/fnins.2020.00736
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Marketing a 135-year-old B2B brand comes with unique challenges. How do you honor rich history while embracing modern trends? And how can marketing shift from a cost center to a revenue driver in a traditional B2B environment?
Chelsea Sumrow, CMO of First American Title and Insurance, joins Elena and Rob to tackle these questions head-on. She shares her strategy for transforming marketing at an established brand, balancing heritage with innovation, and proving marketing's value to the bottom line.
Topics covered:
[05:00] Starting with purpose, not logo redesigns[08:00] Building revenue attribution models in B2B[11:00] Breaking out of "rinse and repeat" marketing[13:00] Empowering teams to be good data storytellers[16:00] Connecting upper funnel activity to bottom line results[19:00] Using brand perception studies to drive strategy[22:00] Why Chelsea loses it over marketing dashboards[24:00] The value of moving from specialist to generalist roles
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 ResearchGate Article: https://www.researchgate.net/publication/370741969_EXPRESS_The_Achilles_Heel_of_Established_Brands_The_Effect_of_Brand_Age_on_Consumers'_Brand_Choice
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore Marketing Architects' new report on TV advertising effectiveness, revealing surprising insights about the current state and future of TV.
Topics covered:
[00:50] "TV's Future is Much More Than Connected"[03:00] When was TV's golden era?[05:10] Types of TV people watch today[07:45] Growth of live TV viewing[09:15] Streaming trends and consumer preferences[11:30] How streaming is becoming more like linear TV
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
Marketing Architects’ Report: TV’s Future is Much More Than Connected. https://www.marketingarchitects.com/blog/tvs-future-is-much-more-than-connected
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Brand spending on market research has been steadily declining, with the latest IPA report showing a 2.9% drop. Why are marketers shying away from one of the best ways to better understand their audience?
This week, Elena and Rob talk with Sarah Jordan, CMO of Constant Contact, about the importance of audience research for B2B marketers. Sarah shares insights on marketing to small businesses, measuring marketing's impact on growth, and why she believes the concept of "marketing-generated vs. sales-generated" leads needs to go.
Topics covered:
[01:00] Constant Contact's unique small business audience[07:00] Marketing's role as a growth driver at Constant Contact[12:30] How Constant Contact measures marketing effectiveness[15:45] The importance of market research for understanding customers[20:00] Sarah's most contrarian marketing opinion[22:00] Making customer-centric marketing decisions
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
2023 MarketingWeek Article: https://www.marketingweek.com/protecting-research-budgets-matters/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore how a brand's customer age profile impacts its success. They discuss why attracting both young and old consumers is crucial for long-term growth and stability.
Topics covered:
[00:55] "Ageism Kills Brands"[01:55] New brands attract younger buyers[04:15] Why young-only appeal can lead to failure[05:25] Dead brands skew younger[06:20] The importance of age-diverse customers[07:50] Examples of age-transcendent products
To learn more, visit marketingarchitects.com/podcast
Resources:
Anesbury, Z. W., Bellman, S., Driesener, C., & Page, B. (2021). Ageism Kills Brands. Australasian Marketing Journal, *29*(4), 350-365. https://doi.org/10.1177/18393349211017316
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
90% of buyers choose from their initial shortlist of vendors. How can marketers ensure their brand makes it to that list?
This week, Elena, Angela, and Rob are joined by Jason Ing, CMO of Gusto, to discuss timeless marketing principles that work across B2B and B2C. Jason shares insights from his experience at P&G, Microsoft, Amazon, and now Gusto on building distinctive brands, measuring marketing effectiveness, and creating customer-centric campaigns that drive growth.
Topics covered:
[01:00] Differences between B2B and B2C marketing[09:00] The role of marketing at Gusto[11:30] Measuring marketing impact and effectiveness[15:45] Balancing traditional and digital media investments[23:30] Three key marketing principles: customer centricity, strategy, and psychology[34:00] Translating marketing research for non-marketers[38:30] Most contrarian marketing opinion[42:00] Best and worst marketing decisions
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
MarketingWeek Article: https://www.marketingweek.com/ritson-applicable-b2b-marketing/
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. -
Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.
In this episode, Elena and Rob explore research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth.
Topics covered:
[00:45] "Where is the Brand Growth Potential? An Examination of Buyer Groups"[01:00] Converting light buyers to regular customers[02:15] Breaking down growth potential across buyer groups[03:00] Why light buyers and non-buyers offer more growth opportunity[03:50] Challenging the "retention is cheaper than acquisition" mindset[04:45] Applying findings to real-world brand strategies
To learn more, visit marketingarchitects.com/podcast
Resources:
Trinh, G.T., Dawes, J. & Sharp, B. Where is the brand growth potential? An examination of buyer groups. Mark Lett 35, 95–106 (2024). https://doi.org/10.1007/s11002-023-09682-7
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. - Visa fler
