Lee Odden

Digital Marketing Spotlight: Amy Lamparske, Head of Social Media at 3M

Lee Odden on Aug 22nd, 2016     Influencer Marketing, Interviews, Social Media

Amy Lamparske

One of the great benefits of social media is the dual effect of creating access to people of influence while helping individuals with expertise and points of view become influential themselves. One of my connections that serves as a great example of this is Amy Lamparske, Head of Global Social Media at 3M.

Local events and blogging undoubtedly created mutual awareness, but I didn’t meet Amy in person until she was Director, Digital Marketing at Walmart and then again when she was Director, Digital and Social Media at General Mills. In her current role at 3M, I’ve been able to see Amy’s thought leadership in action in situations ranging from being a keynote speaker at the first Brandwatch user conference to host of a Conference Board event on Social Media. Each time was a learning opportunity because Amy provides a view into enterprise social media marketing and advertising that is deep, insightful and fast moving. I’m not alone in this sentiment:

Lee Odden

Content Marketing World Keynote Interview: John von Brachel, Bank of America

Lee Odden on Aug 8th, 2016     Content Marketing World, Interviews

John von Brachel Bank of America

One of the most valuable resources for just about any company is the talent, expertise and insight from internal experts and executives, especially when it comes to content marketing. However, understanding the best practices and putting them into action within a large, complex organization is another thing entirely.

That’s why we are fortunate to hear from Content Marketing World 2016 keynote speaker John von Brachel. John has a deep editorial background at companies ranging from Time Inc. to Merrill Lynch to his current role as SVP and Content Marketing Executive at Bank of America. These roles have positioned him with very unique insight into the role of content marketing at the enterprise level.

In this interview, John talks about his editorial background, how he stays current, motivating executive participation with content and a preview of his keynote and breakout session presentations at CMWorld.

Lee Odden

Content Marketing World Keynote Interview: Kathy Sterio, GE

Kathy Sterio GE

Update: Kathy is unable to make it to Content Marketing World and Jenifer Walsh, director of customer engagement marketing for Current, powered by GE will be taking the stage in her place. 

Content Marketing within large, complex organizations is not for the faint of heart. Many big companies are legacy brands with years of history behind marketing status quo. Today’s business environment calls for constant innovation and for marketers that can champion the necessary change, there can be significant impact.

In that context, I introduce you to Kathy Sterio from General Electric. Her time with GE has spanned several decades and undoubtedly, she has observed and championed her share share of marketing innovation.

Lee Odden

Content Marketing World Keynote Interview: Stephanie Losee, Visa

Stephanie Losee
The digital world is often a small world. For example, when working with Dell on an influencer content program I met Dell’s Managing Editor at the time who seemed to be a cocktail of sophistication, intelligence and just a lovely person. She reminded me very much of Rebecca Lieb, another force of nature in the content marketing world. Why does this make digital a small world? Despite being based on two different coasts, they’re great friends!

This serendipitous content sage is none other than Stephanie Losee, who is now Head of Content at Visa, Corporate Communications. Along with many others, I’ve learned many important insights from Stephanie and I can’t wait to see her keynote panel at Content Marketing World in September.

Caitlin Burgess

Healthcare Marketer Interview: Rob Birgfeld, AVP, Chief Digital Marketing Officer at Inova

Caitlin Burgess on May 12th, 2016     Digital Marketing, Interviews

Rob-Birgfeld

In today’s world, marketers in all industries are working hard to keep up with technological innovation and changing consumer trends. But for some marketers, major shifts in the very foundation of their industry are presenting difficult hurdles as well as great opportunities. Yes. I’m referring to you healthcare marketers out there.

Healthcare marketers are contending with an evolving industry landscape that not only involves new programs and regulations to abide by, but also new consumer expectations.

With that in mind, TopRank Marketing has tapped into the expertise of marketing veteran Rob Birgfeld, AVP and Chief Digital Marketing Officer at Inova, a nonprofit healthcare system based in Falls Church, Virginia. In this interview, Rob talks about how he came to the world of healthcare marketing, what he sees as the top three industry trends, and how his team is using digital marketing tactics to create a better experience for their audience.

Lee Odden

Digital Marketing Spotlight: John Bell, VP Enterprise Digital Marketing at Travelers

Lee Odden     Digital Marketing, Interviews

Digital Marketing Spotlight

Star light, star bright, which digital marketer is next in our spotlight? Well, it’s John Bell of course, Vice President of Enterprise Digital Marketing at Travelers.

John joined Travelers after 13 years at Ogilvy & Mather where he founded [email protected], a global social and digital marketing practice. There, John drove digital and social strategy and programs for major brands including Ford, Nestlé, IBM, DuPont and more.

In this interview, John talks about his transition from the big agency world to a big brand, lessons learned, innovation, data, martech, content, hiring and digital marketing priorities for 2016. So put on your shades, no not really, and dig in:

John H Bell, TravelersYou made a pretty big change from Managing Director at [email protected] to VP Enterprise Marketing at Travelers. What are some of the most transferable lessons you’ve learned moving from agency head to a senior marketing executive for a brand?

Lee Odden

Digital Marketing Spotlight: Rishi Dave, CMO at Dun & Bradstreet

Lee Odden     Digital Marketing, Interviews

Digital Marketing Spotlight

Marketing executives are more challenged than ever to create effective organizations and operations to succeed in an increasingly converged, content and inbound marketing world.

In this latest TopRank Marketing Digital Marketing Spotlight interview, Rishi Dave, CMO at Dun & Bradstreet, talks about the strategic responsibility differences of entering a CMO role, advice on creating an effective inbound marketing organization, the importance of content, the convergence of marketing and PR and whether senior executives should focus on their personal brand.

Rishi Dave Dun & BradstreetIt’s been nearly two years since you moved from being Executive Director, Digital Marketing at Dell to your current role as CMO at Dun & Bradstreet. What are some of the changes you had to make in terms of your responsibilities, marketing organization and the change in industry?

Lee Odden

Digital Marketing Spotlight: Jeff Marcoux, CMO Lead at Microsoft

Lee Odden     Digital Marketing, Interviews

Digital Marketing Spotlight

What is predictive marketing and what are the future marketing technologies we should be paying attention to?

To answer those questions and more, I am happy to share the next in our series of digital marketer interviews featuring Jeff Marcoux (@jeffmarcoux), CMO Lead, Worldwide Enterprise Marketing at Microsoft.

At Microsoft, Jeff has driven cross product and team collaboration, supported multiple product releases and believes that every touch point with a customer is a marketing experience – from marketing to sales to customer service.

In this interview, Jeff talks about the most fun job in the world at Microsoft, marketing technology and predictive analytics, marketing executive career advice and how he stays current in the digital marketing world. We also get to peek into his crystal ball for upcoming digital marketing trends.

Lee Odden

Digital Marketing Spotlight: Tami Cannizzaro, Senior Director of Marketing at eBay

Lee Odden     Digital Marketing, Interviews

Digital Marketing SpotlightToday we begin a new series of interviews with digital marketing professionals from the front lines of marketing to executives in the C-Suite. Our goal? To shine a light on the secrets to digital marketing success through strategy and tactics, challenges and wins, technology, operations, best practices and a little social media fun.

Starting off the series is Tami Cannizzaro (@tamicann) Senior Director of Marketing at eBay where she is responsible for global demand generation and driving lead targets across four major business units.

In this interview, Tami talks about what she’s learned from her years at IBM in her new role at eBay, tips on choosing marketing technology, outsourcing vs. insourcing, the convergence of earned, owned and paid media and insightful career advice for rising digital marketers. Plus we learn what she really thinks about the top social networks.

Lee Odden

Joe Pulizzi (The Godfather) Discusses the Content Marketing Revolution #CMWorld

Lee Odden     Interviews, Online Marketing

Joe-Pulizzi---interview-header-

Without anyone accusing me of exaggerating, I can safely say that Joe Pulizzi is a bona fide content marketing visionary. Joe started using the term “content marketing” in 2001, long before the rest of the industry caught on to its potential. In the past decade and a half, Joe has firmly established his thought leadership in the field, earning the nickname “The Godfather of Content Marketing.”

In 2007, Joe founded the Content Marketing Institute (CMI), which has grown into a vital resource for thousands of marketers worldwide. In addition to building a massive hub of marketing resources, classes, and training programs, CMI produces Content Marketing World, the world’s largest content marketing event.

Lee Odden

Blockbuster Content Marketing Success: Xerox Marketing VP Jeannine Rossignol #CMWorld

JRossignol---interview-header-

Everything is bigger on the silver screen: hopes and dreams, heroes and villains, successes and failures. Simple human drama can become mythical when projected onto a giant movie screen. We go to the movies to laugh, cry, and gasp along with our fellow moviegoers, all of us sitting in the dark together sharing the experience. It’s a powerful example of how great content can create an experience that not only informs, but makes you feel. Creating those experiences is a whole crew of specialists, actors, director and producers, each playing their part.

Similarly, every successful content marketing program has a team of people working behind the scenes to create quality content that connects with customers. One trailblazing example of a marketing leader creating great content experiences is Jeannine Rossignol, VP of Marketing for Large Enterprise Organizations at Xerox.

Lee Odden

How to Create Oscar-Worthy Content Marketing: Ann Handley of MarketingProfs #CMWorld

AHandley---interview-header-

My pal Ann Handley has made it her life’s work to, in her words, “wage war on mediocrity in content.” Her best-selling book, Everybody Writes, is a practical guide to writing the kind of content that truly engages an audience.

As the Chief Content Officer of MarketingProfs (the world’s first Chief Content Officer, in fact), Ann advocates quality over quantity in all of her content ventures. She also spreads the gospel of good content at speaking engagements around the world, including the upcoming Content Marketing World conference September 8-11 in Cleveland.

To get a sneak preview of Ann’s Content Marketing World presentation, Good Content Vs. Good Enough Content: A Fight For Sore Eyes, I did my best to catch up with her during some pretty crazy travels. Along the way, she shared her journey on learning to write compelling content, the role of technology in content marketing, and the death of the marketing funnel.