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

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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

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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

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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.

Lee Odden

Learn How to Land Your Content a Leading Role: Jay Acunzo of NextView Ventures #CMWorld

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A talented movie director makes sure that actors give an authentic performance that will emotionally affect the intended audience. A good content marketing strategist has the same goal: authenticity that creates audience engagement. And just like a movie director, content marketers are expected to deliver on time, under budget, and follow up each hit with a fresh blockbuster.

Jay Acunzo, VP of Platform & Content at NextView Ventures, has built his career on getting star-making performances out of content. He began as a Digital Media Strategist at Google and has spent time managing content for Dailybreak Media and HubSpot. In his position at NextView, Jay helps startup entrepreneurs with education and business development including content marketing strategies that addresses tech startups’ unique marketing challenges.

Lee Odden

Interview: Content Strategy Words of Wisdom from Kristina Halvorson #CMWorld

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When it comes to content strategy for the web, Kristina Halvorson wrote the book. Literally. Now in its second edition, Content Strategy for the Web is widely recognized as the go-to resource for content strategists all over the world. Kristina is also the CEO and Founder of Brain Traffic, and the founder of the Confab conference series.

We sat down with Kristina in advance of her upcoming keynote presentation at Content Marketing World (September 8-11) for her no-nonsense, no-holds-barred-or-prisoners-taken opinion on the current state of content marketing. Read on for her thoughts on challenges content marketers face, how to really listen to customers, and why a sensible marketing approach is better than a sexy one.

When you first founded Brain Traffic, were you planning on becoming a content strategist?

Ashley Zeckman

Success Story: Jolina Pettice Promoted to TopRank Marketing Vice President

Ashley Zeckman     Interviews, TopRank Agency News

Jolina Pettice

Note from Lee: My partner Susan Misukanis and I are thrilled to announce that Jolina Pettice has been promoted to Vice President at TopRank Online Marketing!

For nearly 10 years Jolina has helped TopRank Marketing clients and her consulting team achieve success through her fearless leadership, passion for digital marketing and an uncanny ability to “get sh*t done”. Few things are more satisfying to me than seeing smart, creative and results-focused professionals rewarded for their contributions and empowered to grow even more.

TopRank Marketing is on the cusp of some of the most exciting growth we’ve ever experienced in our 14 years in business and I am proud to see Jolina leading the way. Congratulations Jolina!  To learn more about Jolina, read on for Ashley’s interview with her:

Lee Odden

An Authoritative Interview with Podcast Master Jerod Morris, VP of Rainmaker.FM

Jerod Morris Interview

Who is Jerod Morris?  I think that’s an important question and one deserving of a public answer because if you’re in the online marketing and especially, the podcasting world, you need to know Jerod.

So let’s get started. Jerod (@JerodMorris) is part of a small team that plans, produces, and markets the content for Rainmaker.FM, Copyblogger’s digital marketing podcast network. He hosts two shows on the network: The Lede and The Showrunner and also develops new shows. Jerod speaks regularly at industry conferences and produces Rainmaker Platform webinars. Simply put, Jerod is an Authority on podcasting and Rainmaker for Copyblogger Media.

As part of our ongoing series for the Authority Rainmaker conference, check out this interview where Jerod provides a view into his start and success with podcasting including tips, examples and some insights into the top talent at Copyblogger Media.