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PODCAST

Scratch: CMO Interviews

Why do some businesses grow faster than others? What do the marketers leading them do differently? How can we learn from them to grow our own businesses and careers? Scratch explores the world of challenger marketing - the thinkers and doers questioning the status quo and rewriting the marketing rule book ‘from scratch’. Each episode will dive deep into the experience and perspective of an industry thought leader to understand the unique insights and ideas that have powered their success. We will

business marketing

All Episodes

00:35:11

Introducing Punchy: Marketing News With the Gloves Off

Scratch: CMO Interviews ·

2022/06/01

Introducing Punchy: Marketing News with the gloves off, recorded LIVE each week. This week, Rival's co-founders, Eric Fulwiler, Jenna Cummings and DuBose Cole, discuss TikTok, NFTs and Mayonnaise. Jenna’s rave this week is about Algorand. Check it out here - https://www.algorand.com/Listen to Punchy every week.

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00:45:21

How to Land a Successful Rebrand with Mai Fenton of...

Scratch: CMO Interviews ·

2022/05/18

This week Eric chats to Mai Fenton of Superscript, a customizable bespoke insurance company for small businesses. Mai joined a few years ago as the first CMO, and oversaw a major rebranding from Digital Risks to Superscript. By 2020, the name Digital Risks no longer represented the brand, as its customer base shifted from purely digital and technology businesses to all kinds of businesses seeking customizable insurance. It was clear the company needed to rebrand to unlock growth opportunities and

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01:06:58

Introducing Spark: Research into what Drives...

Scratch: CMO Interviews ·

2022/05/12

Listen to our live conversation with Professor Rajesh Bhargave and Rival Co-Founders DuBose Cole and Eric Fulwiler as we present the findings and implications from our Q2 report.

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00:41:54

How to Humanize B2B Marketing with Martin Häring of...

Scratch: CMO Interviews ·

2022/05/11

As CMO of Temenos, a world-leader in banking software, Martin knows a thing or two about the B2B space. He argues that marketers need to innovate constantly but, more than anything, need to be focused on the customer experience. Three things Martin recommends:Don't think about leads, think about your customerDon't think about B2B, think about B2H or to B2P (Business to Human or Business to People)Don't invest in push marketing, instead focus on pull marketingTo connect with Martin, find him on

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00:48:14

How to Apply Behavioral Economics in Marketing with...

Scratch: CMO Interviews ·

2022/05/04

Rory Sutherland, Vice Chairman of Ogilvy UK and author, talks with Eric and co-host DuBose Cole about everything from payment models to a London shop called Bacon Sandwich. Rory is fascinated by the intersection between behavioral science and advertising. A true advertising legend, Rory's latest book is Alchemy: The Magic of Original Thinking in a World of Mind-Numbing Conformit (2021).

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00:41:50

How to Compete in the Future of Marketing with Mark...

Scratch: CMO Interviews ·

2022/04/27

Marketing strategist, author and adjunct professor, Mark Schaefer argues that the CMO must be in charge of the entire customer experience, and how some brands - like Glossier and Everlane - are doing it right. In a world where isolation and loneliness are on the rise, community is more important than ever. Mark argues that consumers want to believe in the brands they support, that they to want to participate in and to belong to a brand. Belonging is such a human drive - and Mark believes that

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00:42:48

How to Achieve Goals Through Defining Outcomes with...

Scratch: CMO Interviews ·

2022/04/20

This week, Yonca Dervişoğlu talks to Eric about so many things from how she makes sure she has time to spend on her prioritises, how the pandemic has helped her connect to her teams, and how she approaches new roles and new challenges. Yonca discusses how her family and childhood experience moving from Istanbul to California - with its often unbridled optimism about technology - have shaped her and led her to where she is today, the CMO of many markets for Google, and how this has informed her

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00:48:49

How to Apply Jobs-to-be-Done to Brand Building with...

Scratch: CMO Interviews ·

2022/04/13

Bob Moesta talks about how he overcame a disability to be a hugely successful businessman, marketer and educator. Bob is one of the authors of the Jobs-to-be-Done theory, which posits that consumers hire products or services to do jobs in their lives. According to Jobs-to-be-Done, companies need to better understand how their products and services fit into people’s lives. Bob talks about how to apply the theory to brand-building and reminds marketers that they need to be in lockstep with those

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00:36:13

How to Transform a 100-Year-Old Brand with David...

Scratch: CMO Interviews ·

2022/04/07

In today’s episode, Dean Aragón joins Eric in a conversation with David Rubin, Chief Marketing and Communications Officer of The New York Times, the storied newspaper with many millions of paid subscribers. The paper’s first CMO in its 100+ year history, David talks about how celebrating the NYT’s product leads to the business’ success. There was lots of pushback when the New York Times made the controversial decision to place a paywall in front of some of its products back in 2011. But the

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00:43:11

How to Make Martech Work For Your Team with Scott...

Scratch: CMO Interviews ·

2022/03/30

Scott Brinker, known as the “godfather of martech” and currently VP Platform Ecosystem at HubSpot, talks to Eric about everything marketing technology from how to stay on top of it all to how best to implement changes in your organization.Scott explains that the No Code movement represents a fundamental shift towards empowerment of business users and marketers. It’s not just about letting people build software applications without having to code them, it’s about allowing the average person to

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00:43:00

How to Balance Profit with People and Planet with...

Scratch: CMO Interviews ·

2022/03/23

Rupen Desai, CMO of Dole Sunshine Company, talks about a world in which we stop considering shareholders' profits above all else and start considering the overall global benefits of business decisions to the environment and to human rights. He insists that while profit should not be the end all be all of business, true sustainability does not need to come at its expense. If you are curious about how to shift your business towards being truly purposeful and doing better for the planet and its people,

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00:43:58

How to Run Your Marketing Like a Scientist with...

Scratch: CMO Interviews ·

2022/03/16

This week, Eric talks to Attest CEO and Co-Founder, Jeremy King, about how data leads to better, smarter business decisions with no guesswork. He argues that with the right data, business leaders and marketers are able to know precisely when certain risks are justified and when they’re not, and they are able to understand their target audience, not just their current customer base.Coming from a background in both science (as an undergraduate) and business (at Harvard Business School, no less),

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00:42:53

How to Succeed in a New Era of Marketing with Raja...

Scratch: CMO Interviews ·

2022/03/09

Raja Rajamannar is a true giant in the field of marketing. President of the World Federation of Advertising and CMO of Mastercard since 2013, Raja argues that there is no such thing as brand loyalty. Raja warns marketers not to mistake consumers liking your brand for consumer loyalty to it. What marketers confuse for brand loyalty is merely brand stickiness. Marketers need to understand the true drivers for customer choices in order to leverage them and encourage stickiness.Raja shares his advice

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00:46:04

How to Activate Your Brand Purpose for Profit with...

Scratch: CMO Interviews ·

2022/03/02

In this week’s episode, Eric and co-host Dean Aragon are joined by a giant of the marketing world, Jim Stengel, the former CMO of Procter & Gamble, author of Unleashing the Innovators (2017) and Grow (2012), and host of The CMO Podcast. Jim insists that most marketers aren’t curious enough about what’s around the corner, and get too bogged down in short-term priorities. He explains how to balance focusing on today, tomorrow and long-term goals, especially as an incumbent business. (Hint: look at

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00:47:00

How to Harness the Viral Power of TikTok with Soyoung...

Scratch: CMO Interviews ·

2022/02/23

Soyoung Kang, CMO at eos, a company known for its lip balm, talks about how she embraces the unknown by constantly calibrating and always choosing the option that will teach the most. By embracing the unknown early and always budgeting for experimentation, Soyoung helped eos become a giant on TikTok, where it has nearly 900k followers, and Instagram, where it has 1.7M. Soyoung and Eric discuss eos’ Bless Your F*ing Cooch Campaign, which pulled directly from a TikTok user’s unsolicited - and very

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00:34:49

How to Focus on Marketing Fundamentals with Scott Monty

Scratch: CMO Interviews ·

2022/02/16

Scott Monty talks about his journey from premed student to marketing expert, and the elephant in the room - his amazing voice. He explains how understanding timeless human nature and psychology is key to effective communication and marketing. He encourages marketers to focus less on the platforms and more on the fundamentals, on storytelling and connecting to people. Scott deeply believes in the often dismissed importance of taking the time to take stock and acting with integrity and warns of the

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00:50:04

How to Stay Ahead of the Disruption Curve with Chris...

Scratch: CMO Interviews ·

2022/02/09

This week, Eric talks to Chris Skinner of The Finanser. Chris is well known for his extensive writing, speaking and advising on the disruption necessary in the banking and fintech worlds and is a proud self-proclaimed troublemaker because “the more trouble you make the more you can fix things.” In this week’s conversation with Eric, Chris explains everything from why he focuses his lens so intensely on the future, to why the financial world isn’t as complicated as it might appear. He also explains

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00:43:05

How to Build a Media Company Around Your Brand with...

Scratch: CMO Interviews ·

2022/02/02

In today’s episode, Eric talks to author, podcaster and content marketing expert, Robert Rose about everything from whether your marketing function can become a profit center to the fate of traditional advertising as we know it.As promised, here are Robert’s recommended business books, his "mini-marketing-MBA":The Practice of Management – Peter DruckerThe Management of Marketing Costs – James CullitonMarketing Management – Philip Kotler Thinking About Management – Theodore LevittThe Marketing

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00:46:40

How ‘Batshit Crazy’ Advertising Can Actually Work...

Scratch: CMO Interviews ·

2022/01/26

Abba came to Habito from a background in media and is now proud to make “batshit crazy mortgage ads” that speak to Habito’s strong purpose of setting people free from the hell of getting a mortgage. Abba explains that everything they do creatively comes from customer insights and admits that they do it “in a ludicrous manner.” There are, for example, TV ads showing animated characters being gruesomely killed by their mortgages, and the admittedly gorgeous print campaign depicting the mortgage kama

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00:38:17

How To Build a Trusted Brand with Tina Cassidy of GBH

Scratch: CMO Interviews ·

2022/01/19

Tina Cassidy, CMO of GBH talks to Eric about the rebranding of Boston’s public broadcaster and the largest creator for public media in America. Trust is not only central to GBH as a company, it is central to GBH’s mission as a source of trusted news and information. It goes without saying that we find ourselves in an ever-changing information landscape where news is no longer traditionally produced or consumed, and the news media is increasingly seen as divided and divisive. Building trust with this

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107 results

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