MARKETING HORIZONS

B2B marketers who put all their focus on lead generation are missing 95% of the market opportunity, says our guest Drew Neisser, founder of CMO Huddles and author of Renegade Marketing: 12 Steps to Building Unbeatable B2B Brands.

In this special edition of Marketing Horizons, hosts Ruth Stevens and Cyndi Greenglass review the 2022 marketing trends that are sure to impact marketers this year.

It’s time for a rethink of the notion of brand community, says our guest Mark Schaefer. Instead of the transactional, customer self-service model so common today, marketers must build communities that deepen emotional relationships with the brand.

Joining us from Singapore is Mark Ross-Smith, founder of Travel Data Daily and CEO of Status Match. In this episode, he explains why loyalty programs are not only hugely valuable to airlines, but are in some cases THE value.

Michael McCathren, innovation lead at Chick-Fil-A, and author of a new book: 6Ps of Essential Innovation, is an expert on the “innovation organization.”

Memberships, subscriptions, loyalty programs—relationship marketing models of all sorts—have long been a staple of the marketing toolbox. But why is Peloton in such deep trouble right now? And Noom postponed its IPO? Join us as Mark DiMassimo explains what’s really going on, and how we can fix the apparent problem with membership marketing today. Spoiler alert: It’s not the model itself, you’ll be happy to know. Tune in for Mark’s advice on how to motivate customers to “start, stick and stay.”

The uber-networker David Berkowitz answers our burning questions about search marketing and where it’s headed. Learn why paid search advertising is growing so quickly (hint: the proliferation of small screens is a factor). And what marketers should be doing to maximize this powerful tool. David has been predicting trends in this field long before most of us, and in this episode, he gives us the skinny.

The term “Healthcare” covers both the medical and the life sciences industries, and marketers in these fields enjoy all kinds of opportunities. Professionals are navigating the dynamics of an increasingly engaged and empowered end-user patient base, while also juggling a complex and diverse channel strategy—all within a highly regulated environment. While this may stunt the speed of change in other industries, there’s no such slowdown here. Our guest, Jean-Francois (JF) Denault, shares with us what’s going on in Healthcare marketing, from AI-driven chat and social media, to the move from cost-based to value-based messaging. JF has worked in Healthcare and life sciences marketing for over 20 years, and has his own consultancy working with big names in pharma and medical devices. JF has written two books on the subject and is located in Montreal, Canada. Join us for a lively, informative conversation.

In the marketing profession, we have depended on the Four Ps as foundational to business success. But is that still relevant today? Tune in and learn why Rick Spear says ignoring the Four Ps is like ignoring the alphabet. In this episode, we discuss how pricing, above other strategies, has become the secret weapon for marketers in managing through these uncertain waters of inflation, recession, and constant change. But to wing it or make guesses benefits no one. Pricing is the top strategy to gain—or regain—value. Find out why Rick says that the critical question we need to keep asking is: “What will it take to earn 1 point of market share?” HINT: A few key insights can trump terabytes of data.

Purpose is an important new way for brands to differentiate themselves in a competitive market. Our guest Diane Primo, CEO of the agency PurposeBrand, explained that a brand’s purpose must be authentic, and be established with the buy-in of all stakeholders. Only then can it be successfully presented externally for marketing benefit. Join us for a lively discussion about why consumers' growing interest in a brand’s purpose matters, and how to quantify the impact of purpose on your investment. Hint: Take the long view.