We’re near the end of the second season of Marketing Superstars—another year of insights and advice from some of the top marketers in the business, delivered via podcast. This week’s episode (at end of page) features some of our favorite moments from 2016.
First up is Adam Weber, CMO of Dollar Shave Club. Four years ago, Dollar Shave Club set out to disrupt the shaving business. To get men to consider a new way of buying razors, they introduced themselves with a humorous video poking fun at the industry. “It was funny, but it also hit on an emotional vector for guys,” Weber said.
Dollar Shave Club still relies on video to tell its story, and Weber went on to discuss how video distribution has changed in the meantime. “The video landscape has become a lot more digitally centric,” he said. “It’s mobile. It’s social.” (Full interview)
Next is Meagen Eisenberg, CMO of open-source database company MongoDB. MongoDB is headquartered in Silicon Valley, where many companies have come under fire for the lack of diversity in its workforce. Eisenberg, by contrast, is a firm believer that a mix of employees makes for a better marketing team. “It’s part of our values to make sure that we represent and celebrate that we are a diverse company,” she said.
Eisenberg touched on ways to bring more diversity to a marketing team and how it adds to the skill set of a world-class team. She also discussed her approach to content marketing. (Full interview)
Finally, Chili’s CMO Krista Gibson described her company’s recent rebranding campaign in a competitive industry. “We’re in a category right now that’s in a battle for share,” she said. “How do you make a brand stand out?” Chili’s approach is based on telling a brand story rooted in the 1970s, and Gibson discussed how that plays out across social and other channels.
Chili’s is also employing cutting-edge technology at the table to both improve customer service and learn more about its customers. “We’ve increased our guest feedback 20 or 25 times,” she said. “The data gives us very actionable insights.” (Full interview)