June 8, 2023
Amplifying Authenticity: Modern Brand Storytelling And The Intentional Marketer With MK Getler-Porizkova, CMO of Loop &Tie
10 years ago, MK was winning awards and caffeinating the greater Boston area as a Manager at Starbucks. Today, just a decade later, MK is the CMO of Loop &Tie, a gifting platform that is disrupting the traditional industry of putting your logo on a coffee mug and calling it a gift by focusing on sourcing gifts from small, artisan makers to create a marketplace full of unique actual gifts like handcrafted nesting bowls or a cowboy firepit grill.
And every gift comes with the story of how it came to be, enabling connection with the artist while maintaining their ethos of being the first carbon regenerative platform of its kind.
MK came up through the performance marketing ranks, with stops at HubSpot, Birdeye, and Alyce before taking the reigns at Loop &Tie and we talk about some really hard topics like balancing the responsibility of ethics and the bottom line while being a marketer and how to ensure that everyone from the consumer to the creator receives the value they’re expecting.
We discuss the importance of storytelling as an amplifier for your brand no matter what tactics you choose to tell it, and how being a facilitator is not only a superpower but also a skill to master in your career in pursuit of solving meaningful problems.
Connect with MK on LinkedIn here:
https://www.linkedin.com/in/mkgetler/
And be sure to check out the amazing gifts at Loop &Tie here:
https://www.loopandtie.com/
Get the entire back catalogue of OOH Insider, since 2019 at https://www.theoohinsider.com/
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Chapters
00:01 - Marketing's Connection and Brand Values
08:59 - Holistic Sustainability and Corporate Gifting
15:06 - Values in Marketing Storytelling
27:10 - CMO's Curiosity Powers Marketing
40:19 - Out of Home Advertising Opportunities
Transcript
WEBVTT
00:00:01.463 --> 00:00:09.368
MK, i had to frantically scramble for the record button because, as always, even just in the lead up, there were so many nuggets.
00:00:09.368 --> 00:00:12.262
I was like, hang on, we got to stop, we got to press record.
00:00:12.262 --> 00:00:15.148
It's great to catch up with you, mk.
00:00:15.148 --> 00:00:15.992
Thanks so much for being here.
00:00:16.361 --> 00:00:21.342
It is always a pleasure when our pets crossed him Like truly, truly, I just always get so energized.
00:00:21.342 --> 00:00:29.792
I think that's probably part of the reason why so many amazing things kind of spill out from both of us is because we fuel each other's inner innervator.
00:00:30.481 --> 00:00:31.783
I completely agree.
00:00:31.783 --> 00:00:35.594
The first time that we met was a couple of years ago.
00:00:35.594 --> 00:00:38.582
I was early on in a company called OneScreen.
00:00:38.582 --> 00:01:02.381
You said a few things then that I still use in talk tracks today, talking about the opportunity to educate and enable CMOs, about the impact of out of home And your CMO of a B2B gifting company called Lupin Tie, which I'm a big fan of personally, and I know that a lot of members of the audience are going to go check that out at some point during this conversation.
00:01:02.381 --> 00:01:24.805
But in developing more of this CMO perspective for our audience, something that I would love to get your take on right out of the gates is there's so much emphasis put on being at the right place at the right time in this modern marketing conversation, really driving for conversion.
00:01:24.805 --> 00:01:33.644
Where does connection with the audience, where does connection fit into a world that's so heavily driven by KPIs?
00:01:34.727 --> 00:02:05.384
I love this question, But I think when you frame like being at the right place at the right time, a lot of times people use like luck in this, And I think there is some semblance of luck and serendipity, if you will, in how things unfold in life, both professionally but also personally, And I think most folks who would tell you that they're lucky will tell you that it's actually advanced preparation and the intentionality of what they're doing.
00:02:05.384 --> 00:02:30.353
And so when I think a lot about the right place at the right time, really what that means to me is folks being prepared and then taking authenticity and their preparation around authenticity and intercepting those two components at the right time And therein you actually have the moment to make a connection with your audiences.
00:02:30.353 --> 00:02:43.402
And really the brands that are winning today are the ones that are thinking about the intersection of their preparedness and the authenticity with which they are out there in showing up in the market in every space and every place.
00:02:44.204 --> 00:02:53.030
So not just the marketing technology that enables me to deliver a timely ad to the right screen and the right context.
00:02:53.030 --> 00:03:06.709
It's really considering okay, why do I want to reach them And how do I infuse that into my message so that it's relevant and timely and valuable and contributes to the relationship?
00:03:06.709 --> 00:03:12.605
That's, i guess, what connection ultimately is, is the lifeblood of a relationship.
00:03:13.507 --> 00:03:24.570
Absolutely, and I also think too that connection, done well, feels like an invitation And I think a lot about this.
00:03:24.570 --> 00:03:29.925
There is two ways that I see marketers in, even sellers, kind of showing up in the world.
00:03:29.925 --> 00:03:36.664
The first way, and the way that tends to complement scale, is actually transactional.
00:03:36.664 --> 00:04:01.506
It's high volume, high velocity type of transacting your way through those connections that you're trying to forge And most consumers have a pretty good sniff test of, like what is authentic and what is designed for scale And that transactional nature with which some folks kind of show up in.
00:04:01.566 --> 00:04:05.826
It could be their programmatic, you know, ad spend, it could be, you know, and their outbound outreach.
00:04:05.826 --> 00:04:07.555
It could be in so many different ways.
00:04:07.555 --> 00:04:09.221
It feels like a transact.
00:04:09.221 --> 00:04:14.542
You feel like you're just kind of like another number, kind of being crunched through the process.
00:04:14.542 --> 00:04:42.747
But I think the folks in the brand specifically and the marketers specifically who were thinking about being invitational, their messaging and the way that they show up, the like, the why of what they're saying and the what and the how, all feels like a really warm invitation from someone who is offering you the option to work with our business and not selling or trying to transact that person through business And.
00:04:43.668 --> 00:04:45.632
I think that is going to be it.
00:04:45.632 --> 00:04:59.331
But that's a turning point for marketers right now, who have been so focused on performance marketing for so long And it really has been about the transaction right.
00:04:59.331 --> 00:05:13.052
It has been about scaling as much of the transaction as quickly as you can to capitalize on intent and you know the demand in the audience And I just think that that tactic is starting to weigh in efficacy.
00:05:13.052 --> 00:05:44.144
And so and that's largely because we're desensitized to it as consumers, because we've been transacted at and to for so much of our careers both actually, not just our careers too, but our personal lives that we're starting to dull our senses to that And it's the folks that use their performance marketing, supplement it with connection and think about being invitational that are capturing the hearts, the minds and, of course, the wallets of folks who are so compelled by their positioning and market.
00:05:45.166 --> 00:05:50.901
Is that a mindset shift that you see happening throughout the marketing world?
00:05:50.901 --> 00:06:06.668
We've seen, you know, Airbnb and Adidas come out and talk about hey, we're shifting away from performance and focusing on brand, because what we're finding is, yeah, it's hard to measure, but it's driving a better bottom line outcome.
00:06:06.668 --> 00:06:09.882
Is that something that you're seeing across the marketing world?
00:06:10.564 --> 00:06:23.834
I am sorry we're starting to see it at these larger organizations for sure, and I think a lot of folks that work at smaller, midsize companies are like well, yeah, sure, like Airbnb, nike, they have the budget that you can work in brand.
00:06:23.834 --> 00:06:27.107
Yeah, that works for them And arguably they already have huge brands.
00:06:27.107 --> 00:06:33.187
So, like they're, like they're already out there doing the thing and they're just doing a different thing on top of that.
00:06:33.187 --> 00:06:48.108
And what I think I would like to see more frequently, but I'm not seeing a lot of, is folks thinking about the opportunity that they have to emulate really what Airbnb and Nike, adidas, etc.
00:06:48.108 --> 00:06:54.747
What they're thinking about right now with brand And what they're thinking about is what are our values?
00:06:54.747 --> 00:07:16.314
alignment, how are we aligning those values and that messaging and the evocative, almost emotion centered way which we're showing up in the world with our marketing efforts And so many marketers are like exhausted right now, there's like there's a dark cloud hanging over our marketing right now.
00:07:16.697 --> 00:07:43.531
No, it's tough, It's total And there is a really tough time for marketers to think like, well, i gotta, i think about it as like they're kind of the Wizard of Oz, like turning all these knobs in the back behind the curtain, and they're doing all these things And they're like an interdisciplinary marketer with so many responsibilities And it's really hard to do more with less.
00:07:43.531 --> 00:07:50.266
But that's exactly what this is going to require of marketers right now.
00:07:50.266 --> 00:07:56.762
You have to do more with the less that you have less budget, less headcount.
00:07:56.762 --> 00:08:00.389
You know less like buy in, whatever it may be.
00:08:00.389 --> 00:08:01.630
You have less of it.
00:08:01.630 --> 00:08:19.944
But the way that you actually start to get more out of that is by thinking about your brand, your why, your values, and using that throughline to be super intentional and deliberate with everything you put out there into the world.
00:08:20.927 --> 00:08:32.604
And that can be really, really hard, not only creating internal alignment in a sense of belief, but then conveying that right, really facilitating that, the transfer of emotion to your customer.
00:08:32.604 --> 00:08:42.977
How do you as a, as a CMO, how do you approach aligning values internally, internally and externally, with key start stakeholders and customers?
00:08:42.977 --> 00:08:47.892
How do you, how do you approach just that task of alignment?
00:08:48.735 --> 00:08:57.936
I love this question because it's also a chance for me to check my privilege, because I work at a company that cares a lot about our values.
00:08:57.936 --> 00:09:11.777
Lupintie is the first and only carbon regenerative gifting platform on the market, which means that we offset our carbon emissions by twice the amount that we're putting out there into the world.
00:09:11.777 --> 00:09:21.091
We're one of the only ones that thinks about holistic sustainability as well, including the environmental sustainability which I just mentioned.
00:09:21.091 --> 00:09:22.639
Our packaging, anything that comes out of our warehouses.
00:09:22.639 --> 00:09:27.635
Those are all 100% recyclable, sometimes biodegradable.
00:09:27.635 --> 00:09:30.365
So are you the little worms in your compost pile?
00:09:30.365 --> 00:09:38.188
I get very excited when a LupinTie box arrives, but we're also really, really devoted to economic sustainability.
00:09:38.188 --> 00:09:50.509
The space of corporate gifting is really interesting, whereby a lot of the items that you the chashkis, if you will that you get the branded mud, the water and yeah, charging the board or something.
00:09:51.472 --> 00:10:00.927
They're largely mass produced And the carbon emissions from those processes is actually quite harmful for the environment And from a marketer's perspective.
00:10:00.927 --> 00:10:01.669
You get this item.
00:10:01.669 --> 00:10:08.509
You just had a like, somewhat visceral response to another branded mug You just got a whole cabinet full of them.
00:10:09.291 --> 00:10:46.206
Well, you end up maybe putting them, you know, out to pasture, donating them or, you know, throwing them away, and so not only do you now have a negative affinity with the brand that sent that to you, you now also are contributing to the ongoing waste that ends up in our landfill, and so we think that, instead of doing that, we see corporate gifting budgets as like a way to stimulate local economies, to help support small, independent creators, makers and artisans with the gifts that they're the, the wares that they're curating, and power our marketplace with those really interesting items.
00:10:46.206 --> 00:10:56.144
So what we see is like we actually see corporate gifting budgets as like capital for small or, you know, independent creators and makers.
00:10:56.144 --> 00:11:17.124
And the other thing that we care a lot about is the social sustainability as well, too, so you can support local economies, but even better, to support local economies from historically marginalized communities or like local economies that also are doing good through and with their products.
00:11:17.124 --> 00:11:30.070
So, for example, 70% of the products in our platform are either women owned businesses, bi-pop owned, queer owned businesses, or they actually have a tenant of social impact in their business.
00:11:30.070 --> 00:11:42.750
There is a new sunscreen in our marketplace who actually donates a portion of the proceeds in their business to skin cancer research as well, too, and we look for brands with really compelling stories like that.
00:11:42.750 --> 00:12:01.590
So this is a very circuitous way of me saying I'm privileged because I work for a company whose values are something we use to grow and build our business with, and also whose values, orientation, align directly with the buying audience of our product.
00:12:03.597 --> 00:12:06.070
We know that the marketers that are entering the workforce right now.
00:12:06.070 --> 00:12:11.549
We know that the HR professionals that are entering the workforce right now are largely actually millennials.
00:12:11.549 --> 00:12:17.570
In fact, millennials now make up the largest percentage of our active workforce.
00:12:17.570 --> 00:12:23.736
I think it's close to 32% 33%, crazy, that's a fun fact, right?
00:12:23.736 --> 00:12:39.590
And those folks are rising into positions of authority within their organizations, meaning they have budgets they can spend, or they're hiring and assembling teams to build out the strategy of their company, and they're looking for vendors.
00:12:39.590 --> 00:12:52.402
They're looking for tech providers, for solution providers whose values help propel their own personal and professional value systems as well.
00:12:52.402 --> 00:13:25.162
So the piece of the pie here is if you're creating a brand that is facilitating connection or aspires to facilitate connection with our audience, and be thinking about the intersection of brand and performance marketing, to be thinking about what values am I propelling in my audience, and how am I helping them do good for their own personal selves, and also how am I helping them do good within, for their business as well, too.
00:13:25.892 --> 00:13:35.542
And that really comes back to pardon me, i'm going to top that out And that really comes back to the first piece of the conversation about creating connection.
00:13:35.542 --> 00:13:50.958
When you talk to people about the things they care about, whether that's through a billboard or through an Instagram story ad or however it's an email, whatever it is a press release well, now I start to understand you and feel like you understand me a little bit better too.
00:13:50.958 --> 00:14:02.745
Exactly, it's exciting when you've got a very clear vision as a company and the service and product that you provide is aligned to that.
00:14:02.745 --> 00:14:17.500
But maybe for somebody that is struggling with that, maybe they found product market fit and got traction, or they've scaled to a certain level and kind of woken up and realized I don't know that my company has a defined set of values.
00:14:17.500 --> 00:14:30.403
How do you think about being close to the problem, crafting a solution and integrating your values into that solution for the problem that is worth solving?
00:14:31.029 --> 00:14:39.134
Yeah, it's not an easy position to be in, to be the person who is thinking and looking around and being like I'm not quite sure what our values are.
00:14:39.937 --> 00:14:40.558
You're sure.
00:14:40.929 --> 00:15:04.962
Not an easy position to be in, but it's a position that is really valuable with an organization because without that person looking for values, without that person asking for it to be expressed through their brand, no brand is ever going to step out ahead of the curve and be part of a dialogue about something much bigger than themselves.
00:15:04.962 --> 00:15:10.841
Simon Sinek would call this like the infinite mindset versus the finite mindset.
00:15:10.841 --> 00:15:17.903
Organizations without the values, without the higher purpose, why are arguably there in the finite mindset?
00:15:17.903 --> 00:15:19.596
They are here for short term goals.
00:15:19.596 --> 00:15:21.316
They're here for the here and now.
00:15:21.316 --> 00:15:31.724
They're not thinking about the bigger picture for what they could stand for and what the aspirational journey that the team is on is really culminating towards.
00:15:31.724 --> 00:15:34.336
There are no competitors in that world.
00:15:34.336 --> 00:15:36.235
There are like that.
00:15:36.235 --> 00:15:38.421
Really, you are your own competitor.
00:15:38.421 --> 00:15:45.623
It's just the expansiveness of your mind and what's possible that starts to come in when you think about the infinite mindset.
00:15:45.623 --> 00:15:58.124
But I recognize that every company is like that And marketers have a unique position to gain alignment within the organization, to be talking about and asking what is our why?
00:15:58.750 --> 00:16:00.711
What purpose do we serve Like?
00:16:00.711 --> 00:16:03.499
how does that show up in our workforce?
00:16:03.499 --> 00:16:12.210
How does that value that we have about uplifting underrepresented communities or historically marginalized communities.
00:16:12.210 --> 00:16:14.597
How does that show up in our hiring?
00:16:14.597 --> 00:16:18.860
How does that show up in the companies that we choose to partner with?
00:16:18.860 --> 00:16:28.490
Like marketers are in a great position to question this, all because we now sit across the totality of the funnel Right.
00:16:28.490 --> 00:16:31.681
Like marketers job used to be like leads, leads, leads, leads, sure.
00:16:31.681 --> 00:16:43.465
Now a marketers job is like leads and customer relationships and branding and all of these things that we are now responsible for across the entire customer lifecycle.
00:16:43.465 --> 00:16:56.225
So who better than to ask and push a company about values, orientation, for better storytelling, for better cohesion in that customer journey?
00:16:56.225 --> 00:17:03.734
And, of course, like I know, i have performance marketers thinking this right now like that's great, but what's the ROI?
00:17:05.010 --> 00:17:06.617
We got to pay the bills, okay.
00:17:06.617 --> 00:17:07.634
We got to pay the bills.
00:17:08.930 --> 00:17:11.173
And like I get that right.
00:17:11.173 --> 00:17:16.501
But that's the point of all of this right now, the disparate tactics that you're doing are just that.
00:17:16.501 --> 00:17:26.363
They're disparate and their tactics And the sum of their part is only going to incrementally improve a small subset of the big picture.
00:17:26.363 --> 00:18:01.565
And so when you start to think about the bigger picture, the picture about why your product exists, the problems that your customers have both in your product and around your product or goods or services, whatever it might be, there's a through line of helping them champion a values orientation through the messaging, the narrative, the storytelling that you're doing across all of the media and mediums that you're expressing your brand in.
00:18:04.771 --> 00:18:11.740
How does the time horizon that we think about these things on?
00:18:11.740 --> 00:18:18.086
how does time either trick us or mislead us?
00:18:18.086 --> 00:18:22.440
How is time a variable in all of this?
00:18:24.692 --> 00:18:28.797
There's a long way for me to answer this question, so I'll try not to go that route because of time.
00:18:28.797 --> 00:18:30.031
What?
00:18:30.031 --> 00:18:43.144
is time, like if you believe in time, and like some old dimension, like control you We tend to think of like two two either too short of a timeline or too long of a timeline.
00:18:43.289 --> 00:18:53.821
I'm thinking about how, in 30 days, i have a meeting with my CMO about last month's marketing efforts and how they performed Right.
00:18:53.821 --> 00:19:06.339
I'm thinking in a 30 day time window, but if I think about it in a 24 month time window, the things that you're talking about become much clearer and much easier to apply.
00:19:06.339 --> 00:19:07.971
How do you balance that?
00:19:09.626 --> 00:19:24.210
I'd say this might be one of the single most difficult aspects of being a leader in the marketing world today The constant cruising altitude changing.
00:19:24.210 --> 00:19:39.612
You are constantly down here in the weeds thinking about the micro conversions that are happening on a weekly basis, through your paid advertising, for example, and then you are bringing yourself up to a cruising altitude of showing the strategic narrative for 24 years.
00:19:39.612 --> 00:19:46.641
I'm the first to admit it's a tough life to live to just balance and juggle two timelines.
00:19:46.641 --> 00:20:01.868
I think the folks who do best in this are the folks who I will use creative terminology might be a little lazy, like me, like I work smarter, not harder, and I'm always looking for the most efficient way to get from point A to point B.
00:20:01.868 --> 00:20:16.201
So I actually love having the 24 month vision in mind because it helps me make smarter, stronger, more strategic investments now to play things off in the long run.
00:20:16.945 --> 00:20:21.434
But I will say this is not an easy thing for marketers to start to think about.
00:20:21.434 --> 00:20:37.048
They're so used to the myopic here, now, directly, what's in front of me, and that's just been conditioned by the urgency and the era in which we became marketers during hyper growth, and it's like all or nothing.
00:20:37.048 --> 00:20:41.798
You're either the first out of the gate or your last, and those are the only two options you have.
00:20:41.798 --> 00:20:47.670
But I think that there's an emerging segment of folks who are fast followers.
00:20:47.670 --> 00:21:02.345
Right, they see someone doing something, they watch how that unfolds and then use the time that they have to think strategically about playing the longer game and that you don't have to be the first out of the gate.
00:21:02.345 --> 00:21:07.154
You can also be the person that fast follows right after.
00:21:07.154 --> 00:21:07.414
That.
00:21:07.414 --> 00:21:11.169
Looks like you are on mute, friend.
00:21:11.169 --> 00:21:12.413
Oh, you are.
00:21:14.365 --> 00:21:15.287
Sorry, I muted myself.
00:21:15.287 --> 00:21:17.452
It's like the allergies I've got.
00:21:17.452 --> 00:21:19.376
I'll come back and snip all this stuff out.
00:21:19.458 --> 00:21:23.011
Yeah, i'm just like yeah, i didn't want to clear my throat in your ear.
00:21:23.011 --> 00:21:25.945
Yeah, that Let me.
00:21:25.945 --> 00:21:27.390
Let me, let me take a step back.
00:21:27.390 --> 00:21:33.992
I'm gonna, i'm gonna give us a hang on.
00:21:33.992 --> 00:21:35.696
I lost my train of thought.
00:21:35.696 --> 00:21:38.550
Okay, i know where I wanted to go.
00:21:38.550 --> 00:21:40.767
Ready, cool, yep, there it is.
00:21:40.767 --> 00:21:51.319
We talked a little bit there about storytelling and storytelling being the amplifier to the marketing that you're doing.
00:21:51.319 --> 00:22:19.365
We think about out of home a lot in this way, and that a billboard, for example, it might have intrinsic value It's 14 foot tall, it's 48 foot wide, it's on the side of the highway, right, it's got these intrinsic qualities but that the opportunity for a brand is to unlock the extrinsic properties and values of this and being creative and doing something meaningful, and and and in capitalizing on what that opportunity for attention is.
00:22:19.365 --> 00:22:34.161
So that's how we think about amplifying a marketing message, but talk about how storytelling is the amplifier and then, tactically, what the means to an end can be in delivering that story.
00:22:34.726 --> 00:22:36.270
Yeah, i am.
00:22:36.270 --> 00:22:50.819
I think that storytelling is kind of a lost art and marketers right now, the long term storytelling, the very like the Shakespearean story arc in your narrative, has kind of been lost because we've been so focused on the here and the now.
00:22:50.819 --> 00:23:13.675
And what's so interesting to me is that the brands that are thinking intentionally about their storytelling are the ones who are actually being put at the forefront, because their expression of the story in the mediums through which they're expressing that story is what catches flame, catches fire, with the folks who are really enamored with it.
00:23:13.675 --> 00:23:27.420
That person took the time to think intentionally about the story, the story arc, and then we're also really intentional with how and where and why, most importantly, they're telling that story.
00:23:28.484 --> 00:23:45.099
I like to think about this like the olden days when ye olde town crier would go out there and like scream to the you know out into the masses and like that work, because that was the only like you had to tell people a story really quickly.
00:23:45.099 --> 00:23:51.009
Now we have too many forums, right, we have too many town halls.
00:23:51.009 --> 00:23:56.979
If you will like, you could go on your Instagram or your tick tock or your inbox or LinkedIn, whatever it might be.
00:23:56.979 --> 00:24:02.694
You're, you're, you know the local billboards that you see you as you're driving to get coffee in the morning.
00:24:02.694 --> 00:24:26.044
So it's it's becoming so much more prevalent for marketers to think about this piece of the story that they really need folks to focus in on, and then how this medium encapsulates that story, propels that story forward, gives a good cliffhanger or gives a good you know a hook for how or why.
00:24:26.064 --> 00:24:27.085
Check it and bring it back.
00:24:27.565 --> 00:24:28.287
Yeah, how?
00:24:28.287 --> 00:24:31.134
why you should even be excited about this brand?
00:24:32.605 --> 00:24:34.971
When it's getting.
00:24:34.971 --> 00:24:44.412
When we talk about storytelling, we can't talk about storytelling without mentioning the.
00:24:44.412 --> 00:24:52.519
The sudden craze and obsession with generative AI, and AI is coming for all of the marketers.
00:24:52.519 --> 00:24:57.463
Is storytelling something that ultimately gets taken over by the robots?
00:24:58.686 --> 00:25:15.248
I think no, because the reason being like just like I don't know if you've ever written like a line of code, or like you've ever done anything with JavaScript before, like HTML is my maximum qualification on hotmail, even HTML.
00:25:15.327 --> 00:25:18.792
perfect example, perfect example of what you can do with HTML.
00:25:18.792 --> 00:25:21.073
Even the like mail to HTML.
00:25:21.073 --> 00:25:22.510
So perfect example of this.
00:25:22.510 --> 00:25:30.912
Like, the code that you put into the HTML has to be good for it to produce good results.
00:25:30.912 --> 00:25:33.916
on the other side, you have to make sure your script is right.
00:25:33.916 --> 00:25:38.712
So good data, good, you know, information in, good information out.
00:25:39.184 --> 00:25:42.295
And the same thing is going to happen with generative AI.
00:25:43.825 --> 00:26:03.393
I actually would love for us to think about it being like regenerative in a way, so that we can think more about like how does this actually regenerate and recoup some of the time and energy that we are losing in our day to day because we're like button pushing and knob turning and lever, you know, finesse?
00:26:04.105 --> 00:26:25.788
This actually will free up creative space for the storytelling, for the values, orientation in your brand expression, and the AI will just help put it out there faster and make sure that things happen as quickly as you want it to for the timing, the sequencing of the story that you're trying to tell.
00:26:25.788 --> 00:26:35.608
So I see it as personally like, like, i see it as a sigh of relief, because the performance marketing side of marketing was never my favorite.
00:26:35.608 --> 00:26:37.788
It was always the branding.
00:26:37.788 --> 00:26:44.413
it was always the storytelling, but it was a necessary evil because that was the best way to scale the story and the branding.
00:26:44.413 --> 00:26:47.813
Now marketers get to market.
00:26:47.813 --> 00:27:09.752
marketers get to reclaim what we used to be, which was really thoughtful storytellers who really understood our audiences, really understood the problems that they had both in or around your product and could use that storytelling to be compelling and to really start to galvanize hearts and minds around the right way forward.
00:27:10.805 --> 00:27:12.008
Hear ye, hear ye.
00:27:12.008 --> 00:27:13.412
What's all this new again?
00:27:13.412 --> 00:27:18.354
I love it, that is something that we can all get excited about.
00:27:18.354 --> 00:27:20.352
That's just having more fun.
00:27:20.352 --> 00:27:21.929
Marketing should be fun.
00:27:21.929 --> 00:27:23.073
It should be fun.
00:27:23.073 --> 00:27:27.191
It's like the coolest job in the world is you get to tell stories.
00:27:28.153 --> 00:27:28.555
No right.
00:27:28.555 --> 00:27:30.852
I love it And I can always tell.
00:27:30.852 --> 00:27:32.484
So there was this like California.
00:27:32.484 --> 00:27:50.776
I've probably used this on another podcast or two, so apologies for being like redundant many times but, there was a California Dairy Farmers Association ad in like the late, maybe mid, 90s and it was that happy cows make happy cheese.
00:27:51.306 --> 00:27:52.229
Yes, I remember this.
00:27:53.010 --> 00:27:53.894
But it was amazing.
00:27:53.894 --> 00:27:56.069
It was so great And like, i love that love cheese.
00:27:56.069 --> 00:28:18.553
Cheese does not love me, but it doesn't matter We as marketers I'm not comparing us to cows by any stretch of my imagination, but I am saying that happy marketers make happy marketing And therein lies the like, kernel of possibility around facilitating connection through the stories that you're telling.
00:28:18.553 --> 00:28:36.432
So, even right now, like think about the email that you're sending out, think about the creative that you're putting into this world Have I put the intentionality into what it is I'm saying, into the visual identity of this asset, into the story arc of what's happening here?
00:28:36.432 --> 00:28:42.794
And am I intercepting somebody with something that is interesting, is thoughtful, is thought provoking?
00:28:42.794 --> 00:28:48.833
And that's really where the rubber's gonna meet the road, i think, as time continues to go on for marketers.
00:28:49.625 --> 00:28:56.530
What does it mean, then, to influence and enable others through that facilitation?
00:28:57.785 --> 00:29:41.193
Yeah, so as the CMO, like your job, ends up becoming like chief facilitating officer, like your job is the facilitator of thinking about the minutia, like you need to be constantly thinking about, how am I pushing my team to think bigger, to be thinking about the entirety of the story that we're telling and the little kernels that we're leaving behind in the story that someone will come back to and be like ah yes, that makes so much sense, even down to, like the embellishments that you use in your creative assets, like, does that tiny little, like squiggle, come back and play a role in something later on?
00:29:41.305 --> 00:29:43.792
If not cut it, try something else.
00:29:43.792 --> 00:30:05.553
If the terminology, the language that you're using, if there's a word that really matters to you, like think intentionally about those things and then highlight that with frequency through and to your team to say, like I think we can be more intentional here, i think we can be more thoughtful with how we're showing up in this tiny detail.
00:30:05.553 --> 00:30:20.951
And suddenly that tiny detail has a snowball effect on facilitating your team's ownership of being intentional, being thoughtful and using every element of storytelling in what they're doing as marketers.
00:30:20.951 --> 00:30:42.509
I think cinematographers like they're who marketers need to aspire to because they think so much about the visual details that come into the storytelling, details that come into a movie, for example, a TV show, the callbacks that you'll have on a series seasons later.
00:30:42.509 --> 00:31:00.230
Those are the things that I think marketers forget are so, so powerful, as they're consuming that media, as they're ingesting that story And they have every opportunity to use that type of storytelling in what they're putting out there in the world.
00:31:01.664 --> 00:31:02.387
Beautifully said.
00:31:02.387 --> 00:31:03.546
I think.
00:31:03.546 --> 00:31:30.994
growing up as someone who aspired to be in marketing, i had this idea in my head of what the role of a CMO is, or what is the CMO supposed to do, and admittedly, had always believed oh well, that are just the smartest idea generator in the company and they come up with the clever new jingle or the very creative Super Bowl spot.
00:31:30.994 --> 00:31:37.211
Is that a prevalent misconception of what the job of a CMO is?
00:31:37.211 --> 00:31:48.353
Hey, every great idea has to come from the CMO, versus I want someone who can get the best out of my team and the most creative thought process.
00:31:48.353 --> 00:31:53.209
What's is that a misconception that people generally have about CMOs?
00:31:54.471 --> 00:32:00.042
I gotta tell you, if I'm the smartest person on my marketing team, my company is in trouble.
00:32:00.042 --> 00:32:16.442
If my company is expecting me to come up with the wild-hair-brain things that we should be doing, then we're not gonna be as successful as I think everybody helps us to be, because I think I believe in what's called the meritocracy of ideas.
00:32:16.442 --> 00:32:47.884
I think that ideas come from everywhere and everyone, and a leader and I'm all layer in the CMO in particular this, but a good, strong leader will actually empower folks to think in a bigger, broader sense and propose ideas and ask good questions, to surface the intel and start raising and facilitating dialogue around what's possible here.
00:32:47.884 --> 00:32:49.832
Now for the CMO.
00:32:49.832 --> 00:32:58.345
I'm actually part of the CMO community and we talk a lot about the title Chief Marketing Officer.
00:32:58.345 --> 00:33:01.394
like the ING on marketing.
00:33:01.394 --> 00:33:07.102
One of the last executive functions that has ING on it is to do a task marketing.
00:33:09.730 --> 00:33:10.820
It's a verb right, It's something I do.
00:33:12.932 --> 00:33:18.650
Yeah, exactly, and there's chief engineering officers, but really they're the chief technology officer.
00:33:18.789 --> 00:33:25.262
There's the chief financial officer, chief operations or operating officer.
00:33:25.769 --> 00:33:50.674
Operating is a thing and like that makes sense, but for marketing, what we're talking about, dialoguing about now, is like aren't we really like the chief market officers, like aren't we thinking about what is happening in the market right now, also keeping the two-year vision in mind for what the markets needs and wants and desires are going to look like?
00:33:50.674 --> 00:34:02.403
And our job is to basically take those two things and orient the company and the directive to achieve that two-year ahead milestone and be out ahead of the curve of that.
00:34:02.403 --> 00:34:34.414
We're also the voice of the market, so we understand the problems that they're facing, both in our product but also around our product, and are surfacing those insights internally in the organization to produce better storytelling from the marketing team, better selling, more invitational or insightful selling, better product functionality and product vision, better service solutions that are available, whether they be like through a service recovery team or just through the product itself.
00:34:34.414 --> 00:34:54.344
And so chief market officers have just started to rise to being the strategic advisor for the organization, and it's not just about the product leading the vision, it's about the story that informs the product that then the market can start to get excited about.
00:34:54.344 --> 00:35:03.690
And it's just that slight little dropping of three letters makes a huge difference on the role of that function for an entire organization.
00:35:04.672 --> 00:35:05.333
Fascinating.
00:35:05.333 --> 00:35:22.583
I'm excited that we were able to capture this little moment in time as the inflection point is taking place And we can check back in a few years and see how much that has developed MK a question I'd love to get your thoughts on from your own personal career development.
00:35:22.583 --> 00:35:32.585
We talked about the need to be close to the problem, to craft the solution, to find product market fit, to keep the brand ethos at the forefront of the storytelling.
00:35:32.585 --> 00:35:36.755
Curiosity, once you figure out.
00:35:36.755 --> 00:35:59.239
We talked a little bit in the lead up about how you're going through a project at Lupin Thai right now of going through all of the data, all of the data years worth of data, just random old file boxes covered with dust full of data, just all sorts of weird little things and how you're learning new things about the organization, about the company, about opportunities.
00:35:59.239 --> 00:36:02.623
How does curiosity play into this?
00:36:02.623 --> 00:36:04.364
Is that a tangible skill?
00:36:04.364 --> 00:36:05.666
Is curiosity a skill?
00:36:07.190 --> 00:36:07.710
I think so.
00:36:08.291 --> 00:36:09.994
I think curiosity is a skill.
00:36:11.074 --> 00:36:21.686
I think there are certain folks who approach this with an open mindset versus a fixed mindset, or the open mindset would be asking what is possible.
00:36:21.686 --> 00:36:23.735
They'd be looking at all this data.
00:36:23.735 --> 00:36:39.650
They'd be looking through all these like digital files and digital clutter, and saying to themselves what's possible with this data here, what was possible back then, what is now possible, and then what will be possible after we start thinking through the implications of this data.
00:36:39.650 --> 00:36:50.784
Then there are some folks with a fixed mindset who are going to come into this with such literal insights and really just say, like this is what this is and this is the only thing that this will ever be.
00:36:50.784 --> 00:37:10.635
And so I think that's a big shift for a lot of folks right now is opening up the possibility into that more open mindset and embracing the possibilities that are ahead And we're lucky at Lupin Time We have a lot of possibilities of what's ahead of us.
00:37:11.036 --> 00:37:32.000
We also use that champion like statement everywhere, like we possibly can, when something good happens, when something feels like a roadblock, like we keep each other in check by saying what's possible here, what can we do, how can we manifest something really, really helpful for us right now.
00:37:32.000 --> 00:37:34.324
This is not just a temporary setback.
00:37:34.324 --> 00:37:40.282
This is meant to redirect, for us, to divert our attention to something that we didn't previously see was possible.
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