Mary Cleary is the VP of Marketing, Communications, and Public Policy at Neara. Under her leadership, Neara has grown from its Australian roots to establish significant presences in Europe and the U.S. Mary's unique approach to marketing in risk mitigation reflects her deep sensitivity and empathy, honed through her diverse career journey. Beginning in mergers and acquisitions at Rothschild, Mary discovered her passion for being an operator and marketer, which led her to roles in product marketing and communications at companies like MediaMath, News Corporation, and Frame AI. With a B.A. in Entrepreneurship and History from NYU, and even an early stint as a PR intern for Zac Posen, Mary brings a rich tapestry of experiences, driving innovative strategies and meaningful impact in the complex landscape of AI-powered infrastructure solutions. 

Neara is an infrastructure modeling platform revolutionizing how utility companies prevent outages and enhance transmission capacity. Recognized as one of TIME's 100 Most Influential Companies, Neara stands out for its transformative impact on utilities worldwide, enabling them to mitigate weather-related risks and improve resilience against potential disruptions. Beyond risk management, Neara’s advanced AI network modeling is a pivotal tool in advancing the global clean energy transition, helping utilities identify and address risks swiftly, assess the scope of potential issues, and streamline communication with policymakers to drive timely and informed decisions. 

On today’s show, Alan and Mary explore how the intersection of marketing and public policy shapes her strategic approach at Neara. They discuss the unique challenges of marketing in a regulated industry, highlighting the intricate balance required to navigate both compliance and creative engagement. They also discuss the complexities of managing international marketing activities and how the global scope amplifies these challenges. Additionally, they uncover how Neara leverages cutting-edge AI solutions to enhance their marketing strategies, utilizing marketing AI tools to drive innovation and efficiency in reaching their target audience effectively. 

In this episode, you'll learn: 

 * The connection between public policy and marketing 

 * The role empathy plays when marketing in a regulated global industry 

 * Strategies to maintain customer trust and clarity when marketing a company powered by AI innovation 

1: Mastering Marketing in Regulated Industries with Mary Cleary, VP of Marketing, Communications & Public Policy at Neara

We have a new look and name, Marketing Beyond with Alan Hart, brought to you by Deloitte Digital. Our previous series, Marketing Today, has evolved into something even bigger and better.

We've expanded our team and boosted our global support to bring you the great content you love, plus so much more. Marketing Beyond will take you on a deeper journey into the future of marketing. We'll continue to go beyond the conventionalvand explore the strategies, technologies, and trends reshaping the marketing landscape. 

We still want to inspire you to think differently and equip you with insights that empower you to be at the cutting edge of our industry. And each episode will bring you thought-provoking discussions with marketing leaders, visionaries, and innovators pushing the boundaries of what's possible. Whether it's exploring the impact of AI, sharing complex international marketing strategies, or diving into innovative digital transformations will cover it all.

For those who have been with us since the Marketing Today days, rest assured Marketing Beyond builds on the strong foundation we've already established. You can find all the archived episodes of Marketing Today at MarketingTodayPodcast.com or by searching Marketing Today with Alan Hart in your podcast listening app of choice.

So if you're curious, ambitious, and ready to redefine what marketing can be, you're still in the right place. Our first episode under Marketing Beyond Brand is coming to you on January 22nd. Be on the lookout for great content by visiting www.deloittedigital.com/us/marketingbeyond. [https://www.deloittedigital.com/us/marketingbeyond]

Thank you for joining us on this exciting journey and welcome to Marketing Beyond with Alan.

 

 

Introducing Marketing Beyond with Alan Hart

Marketing Today has a new look and name: Marketing Beyond with Alan Hart, brought to you by Deloitte Digital.


In Marketing Beyond with Alan Hart, Alan embarks on a new chapter with the relaunch of his marketing podcast. In this brief preview, Alan introduces you to Marketing Beyond—the evolution of Marketing Today—and invites you to discover how the show's expanded team and global support will help bring you the content you’ve come to know and love! Get ready to dive deeper into the future of marketing as the new series explores cutting-edge strategies, technologies, and trends reshaping the marketing landscape.

Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.


Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

Introducing Marketing Beyond

Melton Littlepage is a seasoned marketing executive with over two decades of experience driving innovation, creating new categories, and accelerating growth in the technology sector. Currently the Chief Marketing Officer at 1Password, Melton previously held the same role at Outreach, where he led comprehensive global marketing teams to enhance brand presence and revenue generation. His prior leadership roles include transformative contributions at Tenable in cybersecurity, New Relic in software analytics, Schoology in edtech, and Concur, a multi-billion dollar global B2B SaaS leader. His expertise spans strategic communications, brand management, demand generation, and customer engagement across diverse domains.


1Password is a secure password management tool that helps individuals and businesses store, manage, and use passwords and sensitive information safely. It features strong password generation, secure storage, encrypted data protection, and cross-platform accessibility. Ideal for personal and enterprise use, 1Password supports secure credential sharing, password hygiene monitoring, and integration with business tools, offering a user-friendly solution for enhancing digital security.


On today’s show, Alan and Melton discuss 1Password and its role in the cybersecurity space, exploring how Melton differentiates the brand. They explore 1Password’s strategic move into the golf industry through the Presidents Cup and the potential power of sports marketing. Melton shares his approach to crafting marketing strategies for both B2B and B2C audiences. They end by examining how trends like Formula 1’s resurgence and the popularity of longform podcasts are shifting the way we should think about marketing.


In this episode, you'll learn:

 * The strategy behind a bold marketing move 
 * Insight on how to successfully pitch a new strategy
 * How Formula 1 and longform podcasts are reshaping the way we approach marketing



Key Highlights:

 * [01:11] Personal story: Fear of heights
 * [04:05] Career path to 1Password
 * [11:42] What is going on in the cybersecurity industry
 * [13:56] How 1Password is approaching security
 * [16:33] Differentiating within industry
 * [19:19] Recent sports marketing move with golf 
 * [24:12] The pitch 
 * [27:04] An experience from your past that defines you
 * [29:08] Advice to your younger self
 * [30:32] A topic that marketers need to learn more about: Mapping your buyers journey
 * [33:04] Trends or subcultures others should follow: Formula 1 movement
 * [36:00] Largest opportunity or threat to marketers today: Longform podcast



Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! [https://wp.me/p9yNpY-O4W]

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Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

452: What can Formula 1 and Podcasting Teach Us about Bold Marketing Moves? with Melton Littlepage, CMO at 1Password

Jacqueline Woods is the Chief Marketing Officer for Teradata, the cloud analytics and data platform for AI, headquartered in San Diego, California. Jacqueline joined Teradata from NielsenIQ, where she was a member of the executive leadership team and Global Chief Marketing and Communications Officer. She also spent nearly 10 years as CMO of the IBM Global Partner Ecosystem Division, where she focused on building cloud, data, AI, and SaaS strategies. Before that, she was Global Head of Customer Segmentation & Customer Experience at General Electric and also held roles of increasing responsibility at Oracle for 10 years, as well as leadership roles at Ameritech and GTE, now Verizon. Thankfully, Jacqueline has always loved math, because, as she points out, marketing today is based mostly on data. However, she also emphasizes the importance of empathy and notes that it is essential in creating a space where people can be authentic and drive innovation, productivity, and product design. 


In this episode, Alan and Jacqueline talk about where trust fits into the AI conversation, what leaders need to know before launching an AI initiative, and how AI can boost efficiency and productivity. Jacqueline also tells us why underrepresented people, like black female business leaders, need to be involved in AI as it evolves.  


While AI has been around for a while, it became all the rage at the end of 2022 with public access to tools like ChatGPT. AI is based on patterns, some factual and some non-factual. So that poses the question: how do we trust AI?  


That's where Teradata comes in. By having responsible people create the models, take responsibility, and think critically about the training, governance, and outcomes, Teradata is focused on building the trust required to use artificial intelligence, generative artificial intelligence, and large language models for their “global 10,000” clientele, like American Airlines and United Healthcare. These companies rely on Teradata for their cloud data and analytics workloads. Teradata has been stewards of trusted information and data since they were founded about 40 years ago, and they believe people thrive when empowered with better and entrusted information. 


In this episode, you'll learn about: 

 * Why is empathy important for marketers? 
 * The importance of clean data  
 * Why do underrepresented people have to participate in the evolution of AI? 



Key Highlights: 

 * [02:10] What is empathy? 
 * [03:45] Why marketers need empathy  
 * [07:00] How a love of math led her to marketing  
 * [10:30] Her path to Teradata 
 * [13:15] Teradata’s focus and mission for mankind 
 * [14:20] Teradata’s clients, services, and use cases  
 * [19:00] How can business leaders ensure AI can be trusted? 
 * [21:50] What do leaders need to do before launching an AI initiative? 
 * [26:45] Remaining authentic while using AI 
 * [30:20] Creative AI use cases as workforce multipliers and how that may change work in the US 
 * [33:00] Why underrepresented groups need to participate in AI  
 * [36:20] What we can all learn from Moe 
 * [40:55] Advice to her younger self 
 * [41:45] “Of course it’s Ai!” 
 * [42:10] Watching the shifting nature of work 
 * [44:40] Can you explain what marketing does and why it’s important? 



Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! [https://wp.me/p9yNpY-O5a]

Become a member today and listen ad-free, visit

451: Best of 2024: How can we Trust AI? with Jacqueline Woods, CMO at Teradata

Mike Maples is the co-founding partner at Floodgate, a venture capital firm that focuses on early stage investments in technology companies. He has been featured on the Forbes Midas List eight times in the past decade, recognized as a “Rising Star” by FORTUNE, and profiled by Harvard Business School for his enduring contributions to entrepreneurship. As a founder and operating executive, Mike played pivotal roles in two successful IPOs: Tivoli Systems (later acquired by IBM) and Motive (acquired by Alcatel-Lucent). 


Mike’s career as a seed investor has solidified his legendary status in Silicon Valley. Some of his notable investments include Twitter, Twitch.tv, Clover Health, Okta, Outreach, Chegg, Demandforce, and Applied Intuition. Together with Stanford Professor Peter Ziebelman, Mike developed insights on identifying "Pattern Breaking" concepts, referred to as "Inflections." These ideas form the foundation of his book, Pattern Breakers, which explores over 15 years of investment experience to reveal the sources of breakthrough potential in startups. The book is a National Bestseller and ranks as the #1 Venture Capital book on Amazon.


On today’s show, Alan and Mike dive into Mike’s latest book, Pattern Breakers, exploring what pattern breakers are, their key components, and how they drive transformational change. They examine the concept of inflection points, pivotal moments that define the trajectory of a startup. Mike explains the importance of being radically different and the necessity of building a movement around your business and products to stand out in competitive markets. They also explore what truly makes a company radically different and how these elements come together to fuel extraordinary success.


In this episode, you'll learn:

 * Why being radically different is essential for startups and how to achieve it
 * Strategies to identify and connect with your ideal customer base early 
 * Key startup principles that even large companies can adopt, plus actionable tips for collaborating with startups



Key Highlights:

 * [02:17] Being a professional calligrapher  
 * [03:32] Career path to Floodgate
 * [05:50] Why is now the right time for the book, Pattern Breakers
 * [08:53] Why startups need to be radically different
 * [14:00] Is getting competition good or bad
 * [15:58] How to find the customer base early on
 * [18:59] How the principles of a startup can apply to large companies
 * [22:28] Tips for large companies working with startups
 * [23:46] Risk profiles and mindsets 
 * [26:16] Inflections 
 * [30:05] Different categories of growth
 * [32:05] Inflections, pattern breakers, creating movements relating to marking
 * [34:04] Does radically different only matter if its a commercial success
 * [37:50] An experience from your past that defines you
 * [41:35] Advice to your younger self- personal monopoly 
 * [43:50] A topic that you and other marketers need to learn more about - AI 
 * [50:12] Trends or subcultures others should follow
 * [50:51] Largest opportunity or threat to marketers today



Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! [https://wp.me/p9yNpY-O4v]

Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.


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450: Startup Secrets, Pattern Breakers, and the Power of Radical Thinking with Mike Maples Jr., Co-Founding Partner at Floodgate & Author of Pattern Breakers

Brian Goldfarb is the Senior Vice President and Chief Marketing Officer at SolarWinds. After earning his A.B. in Computer Science and Economics from Duke University, Brian initially explored a career on Wall Street but soon transitioned to product management at Microsoft, marking the start of his two-decade journey in the tech industry. At Google, Brian played a key role in launching the Cloud Platform. He later led platform marketing at Salesforce, and before joining SolarWinds, he served as CMO at both Splunk and Tenable. Now, after nearly a year with SolarWinds, Brian oversees the company’s global marketing strategy, covering its industry-leading observability, database, and service management solutions.


SolarWinds is a leading IT management software provider that helps businesses monitor and manage their IT infrastructure, applications, and networks. Known for its user-friendly and scalable solutions, SolarWinds serves a broad range of industries, focusing on identifying and resolving IT challenges. SolarWinds continues to deliver solutions that empower IT professionals to maintain reliable and secure environments.


In today’s show, Alan and Brian dive into cybersecurity, discussing SolarWinds and the solutions they offer. They examine the major cybersecurity incident that impacted both the company and the industry and how SolarWinds successfully recovered from it. Additionally, they explore what marketing looks like at SolarWinds, how the role of CMO has evolved, and what we should consider about the future of this role.


In this episode, you'll learn:

 * Insights for successfully recovering from a massive cyberattack
 * Tips for creating a strong marketing structure
 * The profile of the modern CMO and how it has evolved



Key Highlights:

 * [01:15] Brush with fame on a game show
 * [03:08] Career path to CMO at SolarWinds
 * [05:29] Story behind Kubernetes 
 * [07:23] Scope of SolarWinds
 * [10:39] Recovering from a massive cyberattack
 * [14:25] How marketing is structured at SolarWinds
 * [15:52] What CMO role should be focused on
 * [17:56] How the CMO role interacts with the rest of the team 
 * [21:20] “Lack of novelty is not a bad thing”
 * [27:30] An experience from your past that defines you
 * [30:24] Advice to your younger self
 * [31:36] A topic that you and other marketers need to learn more about
 * [33:11] Trends or subcultures others should follow
 * [36:30] OOH Advertising’s impact internally 
 * [37:30] Largest opportunity or threat to marketers today



Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! [https://wp.me/p9yNpY-O4i]

Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.


Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

449: Cybersecurity and the New CMO Profile with Brian Goldfarb, CMO of SolarWinds

Anna Bager is the President and CEO of the Out of Home Advertising Association of America (OAAA). Before joining OAAA, Anna spent 15 years in the telecom industry, beginning with the global research firm IDC. She then moved to the client side at Ericsson Multimedia, where she led mobile advertising initiatives in Sweden as the Head of Research and Business Intelligence. After relocating to the U.S., she served as Executive Vice President of Industry Initiatives at the Interactive Advertising Bureau (IAB). Five years ago, Anna became the CEO of OAAA, and her industry contributions have earned her numerous accolades. She has been recognized as one of the "Most Powerful Women in Mobile Advertising" by Business Insider and as one of the "Top Women in Media" by Folio Magazine and Cynopsis Media. Most recently, Anna was honored as one of Campaign’s "Most Inspiring Women of 2024."


Out-of-Home Advertising (OOH) is a form of advertising found outside of a consumer’s home. Traditionally, this includes everything from billboards to bus shelters, benches, etc. The Out-of-Home Advertising Association of America (OAAA) is the leading trade association representing the out-of-home (OOH) advertising industry. OAAA's membership includes over 850 media companies, advertisers, agencies, ad tech providers, and suppliers. Since its founding in 1891, OAAA has advocated for the responsible growth of OOH advertising.


On today’s show, Alan and Anna discuss her unique perspective on the advertising industry and the changes she anticipates. They explore the role of out-of-home (OOH) advertising within the broader marketing mix, recent innovations in the OOH industry, and how the upcoming election is influencing — and being influenced by — OOH. Additionally, they examine how OOH fits into the landscape with the rise of retail media networks.


In this episode, you'll learn:

 * How the election is impacting Out-of-Home advertising—and how OOH is impacting the election
 * Emerging shifts in advertising and where OOH plays a pivotal role
 * How Out-of-Home integrates into the growing landscape of retail media



Key Highlights:

 * [01:18] Experience as a backgammon master
 * [02:34] Career path to OAAA
 * [05:02] How do you see advertising today changing
 * [08:17] How does Out of Home fit in the broader marketing mix
 * [10:08] What is new in the Out of Home industry
 * [13:55] How Out of Home and the election impact each other 
 * [18:00] What is the role of Out of Home in retail media 
 * [20:40] An experience from your past that defines you
 * [21:42] Advice to your younger self
 * [22:15] A topic that you and other marketers need to learn more about
 * [24:00] Trends or subcultures others should follow
 * [24:45] Largest opportunity or threat to marketers today



Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! [https://wp.me/p9yNpY-O41]

Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.


Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

448: Beyond Billboards: The Future of Out-of-Home Advertising with Anna Bager, President and CEO of the Out of Home Advertising Association of America (OAAA)

Andrew Bennett is the CMO at Conga, a revenue lifecycle management company. After graduating from Dartmouth College with a bachelor's degree in computer science, he began his career in tech at Onyx Software, where he led professional services for nine years. He later pursued his entrepreneurial aspirations by running a successful fly-fishing lodge business for almost a decade. Returning to the tech sector, Andrew joined Smartsheet, where he built the company’s digital marketing and demand generation capabilities, led commercial sales, and ultimately served as CMO for his last three years, during which Smartsheet achieved over $1 billion in ARR. Six months ago, he joined Conga, where he now focuses on enhancing the company’s global brand and driving demand for its offerings.


Conga is a revenue lifecycle management company offering solutions across three main pillars: contract lifecycle management, document automation, and configure, price, and quote (CPQ). What sets Conga apart is its unified platform, where all these products seamlessly integrate to support customers’ needs.


In today’s show, Alan and Andrew discuss Andrew’s role at Conga and his efforts to drive alignment between sales and marketing. They delve into MarTech stacks, exploring how to prioritize and optimize these investments, along with strategies for measuring the real financial impact of marketing efforts.


In this episode, you'll learn:

 * Strategies to align marketing and sales
 * How to prioritize and rationalize MarTech stacks
 * Steps to meaningfully measure the impact of your marketing



Key Highlights:

 * [01:27] Merging fly-fishing and MarTech
 * [04:50] Career path to CMO of Conga
 * [07:52] What is Conga
 * [10:15] How to bring marketing and sales together and get them aligned
 * [15:40] Rationalizing and maximizing MarTech stacks
 * [18:40] Approaching impact measurement
 * [23:30] Net dollar retention rate
 * [24:34] Leveraging partnerships for brand and results
 * [29:50] An experience from your past that defines you
 * [31:02] Advice to your younger self
 * [33:22] A topic that you and other marketers need to learn more about
 * [35:02] Trends or subcultures others should follow
 * [37:34] Largest opportunity or threat to marketers today



Looking for more?

Visit our website for the full show notes, links to resources mentioned in this episode, and ways to connect with the guest! [https://wp.me/p9yNpY-O3Q]

Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday.


Hosted on Acast. See acast.com/privacy [https://acast.com/privacy] for more information.

447: Measuring Your Marketing Impact with Andrew Bennett, CMO of Conga

Alan Hart, marketer and advisor to the world's best marketers and companies,
leads intimate conversations with the world's most dynamic chief marketing
officers (CMOs) and business leaders. Alan goes further than other marketing
podcasts to learn CMO strategies, tips, and advice. Alan and his guests reveal
what makes a great brand, marketing campaign, or turnaround. Learn from the
personal experience and rich stories of these marketing and business leaders so
you can unleash your full potential.

Alan Hart

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