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PODCAST

The Marketing Architects

Marketing Architects

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

business marketing

All Episodes

13:15

Nerd Alert: The Effectiveness of Fear

The Marketing Architects ·

2024/10/31

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

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45:02

The Truth About Marketing Effectiveness with Peter Field

The Marketing Architects ·

2024/10/29

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

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10:01

Nerd Alert: How Brand Investments Drive Market Value

The Marketing Architects ·

2024/10/24

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

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21:37

What a Healthy CEO/CMO Relationship Looks Like

The Marketing Architects ·

2024/10/22

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

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9:36

Nerd Alert: How Personality Predicts Ad Response

The Marketing Architects ·

2024/10/17

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

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30:50

How AI is Transforming Marketing Today

The Marketing Architects ·

2024/10/15

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

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12:59

Nerd Alert: How Our Brains React to Advertising

The Marketing Architects ·

2024/10/10

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

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32:43

Classic Brand Marketing with Chelsea Sumrow, First...

The Marketing Architects ·

2024/10/08

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

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15:38

Nerd Alert: A TV Advertising Reality Check

The Marketing Architects ·

2024/10/03

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

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28:13

Audience Matters with Sarah Jordan, Constant Contact CMO

The Marketing Architects ·

2024/10/01

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

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9:06

Nerd Alert: Ageism Kills Brands

The Marketing Architects ·

2024/09/26

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

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49:36

Timeless Marketing Principles with Jason Ing, Gusto CMO

The Marketing Architects ·

2024/09/24

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]

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7:10

Nerd Alert: Growth Potential by Buyer Group

The Marketing Architects ·

2024/09/19

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

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31:03

Marketing as a Science with Professor Byron Sharp

The Marketing Architects ·

2024/09/17

Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why

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8:32

Nerd Alert: Where A/B Testing Goes Wrong

The Marketing Architects ·

2024/09/12

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 sophisticated advertising algorithms can skew A/B test results, potentially leading marketers to draw misleading conclusions about ad performance.Topics covered: [00:45] "Where A-B Testing Goes Wrong”[02:00] Divergent delivery in

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26:01

The Dangers of Marketing Misattribution

The Marketing Architects ·

2024/09/10

Only 61% of marketing metrics tracked are meaningful to business, brand, and performance. The rest? Vanity metrics. What happens when marketers focus on the wrong numbers?This week, Elena’s joined by VP Analytics Matt Hultgren to discuss the perils of marketing misattribution. They explore how overvaluing certain metrics can lead to wasted budgets and misguided strategies. Matt shares insights on identifying misattribution, its consequences, and practical steps to improve measurement accuracy. Plus,

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9:26

Nerd Alert: The Halo Effect of TV Advertising

The Marketing Architects ·

2024/09/05

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 the content of TV shows influences viewer perceptions of advertisements. They discuss new research on the "halo effect," and its implications for ad effectiveness across different TV genres.Topics covered: [01:00] "The Influence of

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29:03

The Future of Search Marketing

The Marketing Architects ·

2024/09/03

95% of iOS users opt out of ad tracking. A judge ruled Google acted illegally to maintain its search monopoly. And the company backtracked on plans to eliminate third-party cookies... A lot is happening in the world of search.This week, Elena, Angela, and Rob explore the changing landscape of search marketing. They discuss Google's evolving role, the effectiveness of targeting strategies, and how AI chatbots are reshaping search behavior. Learn how to prepare your brand for a future where consumers

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8:13

Nerd Alert: The Truth About CMO Tenure

The Marketing Architects ·

2024/08/29

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 recent data on CMO tenure, revealing that the role may be more stable than commonly perceived. They discuss surprising statistics about tenure length, differences between B2B and B2C brands, and career progression for CMOs.Topics

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27:39

Are Brand Extensions Worth the Risk?

The Marketing Architects ·

2024/08/27

Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story

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237 results

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