Sunny Side Up

Episode SummaryThis episode features Taylor Sterling, CMO at MedBridge, discussing marketing in healthcare. Taylor shares insights on changes in the industry, like consumerization of care and the telehealth boom. MedBridge is adapting by improving the customer experience and launching new products while educating clinicians. Taylor discusses challenges like rebranding and expansion, emphasizing the importance of understanding customer needs and aligning marketing and sales. Predictions include continued consumerization and a shift towards therapy-first and home-based care models. Learn how MedBridge improves the buying journey, educates clinicians, and expands into new markets while navigating industry changes. About the guest Taylor has over 20 years of experience and a proven track record of success in driving growth, brand awareness, and developing breakthrough customer experiences. Before she joined MedBridge, she was the director of customer marketing for Google Workspace and SVP of marketing at Aurea, w

Episode Summary This podcast episode features an interview with ABM expert Matthew Miller. Miller discusses his career progression in marketing and shares lessons learned. He stresses the importance of cultivating relationships when running sales enablement pilots to overcome resistance to new approaches. Miller emphasizes that successful ABM requires rethinking demand generation to focus on high-value accounts. He also covers common reasons ABM strategies fail and recommends multi-channel programs aligned with customer needs and buying cycles. About the guest Matthew Miller is currently the Global ABX Principal at Workday, where he is focusing on scaling their ABM strategy to cover really the top 15% of their addressable market. Before joining Workday, he spent about four years at Demandbase, where he helped customers advance their ABM strategy. He resides in the Silicon Slopes of Utah and is a father of two rescue pups. ⁠Connect with Matthew Miller⁠ Key takeaways - Building relationships is crucial for succ

Episode SummaryThis Sunny Side Up podcast episode features an interview with Erin Pryor, the Chief Marketing Officer of First Horizon Bank. She discusses how AI is transforming marketing strategies in the banking industry, focusing on personalisation, content creation, and fraud protection. Pryor explains how AI can enhance customer experiences while respecting privacy. She also shares lessons learned from her background in volleyball that relate to teamwork, communication, and accountability. The interview provides insights into the challenges and opportunities AI brings to financial services. About the guest Erin Pryor serves as the Chief Marketing Officer for First Horizon Bank and is responsible for corporate-wide marketing, brand management, and client experience. She leads a team that creates and executes marketing and client experience strategies, supporting the bank’s brand and business objectives. With over 20 years of experience in the finance, banking, and media industries, Erin has demonstrated su

Episode Summary In this episode of Sunny Side Up, Michael Malone interviews Joy Milkowski on the evolving landscape of MarTech. Joy emphasises the importance of using MarTech tools effectively and introduces the GIVE Method for content creation. She underscores the necessity of understanding and segmenting target audiences. Joy shares valuable insights on starting with user-centric goals and ensuring content is personalised and relevant. We discuss the need for collaboration between sales and marketing, focusing on practical, outcome-driven marketing strategies and the significance of segmenting accounts and salespeople in ABM efforts. About the Guest Joy is an experienced marketer and sales professional, currently a partner at Access Marketing Company. Her career spans roles on both the client and agency sides, covering strategic messaging, product consulting, and hands-on marketing. What sets Joy apart is her solid background in sales, which she actively engages into this day. This blend of marketing and sa

Episode Summary In today’s episode, Erik Charles emphasises the importance of understanding the difference between incentives and rewards in the workplace. His extensive experience across various companies, including his current role at Xactly Corp, has given him profound insights into effective revenue and incentive management. Erik's career journey demonstrates the value of adaptability, a keen understanding of market dynamics, and the significance of integrating sales, marketing, and engineering to drive business success. His insights are a valuable guide for professionals seeking to enhance their approach to revenue generation and employee motivation. About the Guest With over 30 years of experience in marketing, consulting, and solution evangelization, Erik has cultivated a deep passion for bridging the realms of sales, marketing, and engineering to propel the advancement of revenue and incentive management. As the Chief Evangelist at Xactly Corp, his role involves collaborating with partners, analys

Episode Summary On today's episode, Ashley and Kyle demonstrate a deep understanding of the intersection between client needs, healthcare billing complexities, and digital solutions. She focuses on deriving product ideas from client pain points and the importance of aligning marketing strategies with these insights. She also shares how her experience at SoftTech, especially in developing and implementing comprehensive marketing strategies, is relevant as she discusses the challenges in healthcare billing and the role of technology. About the Guests Kyle Crow is the Regional Vice President of Sales at Softek. In his current role, Kyle works with clients to understand their challenges with Oracle Cerner Millennium and provide solutions to optimize their system and ultimately, help their bottom line. Prior to Softek, Kyle spent seven years at Oracle Cerner as an Integration Architect, managing dozens of Oracle Cerner implementations. Kyle knows first-hand the issues clients are facing and harnesses those exp

Episode Summary In this episode of Sunny Side Up, Tara Quehl interviews Harsha Chachadi on all things ABM. Harsha emphasises the role of strategy over technology in ABM, introduces the 5 “W” Framework, and shares insights from his journey with FM Global. He discusses the importance of understanding your audience, tailoring content, choosing the proper communication channels, and timing. Addressing the challenges of recent market volatility, Harsha champions a customer-centric approach in our current information-saturated era, suggesting that businesses must pivot from product promotion to genuinely addressing customer needs. About the Guest Harsha leads Global Marketing Campaigns and ABM at FM Global, to support retention, renewal, growth, and profitability goals. With close to 20 years of experience across ABM, large deals, digital, social, industry and product marketing, demand generation, business analysis, presales, and account management he rolls with ‘Customer is the center of our universe’, ‘focus on a

Episode Summary In this episode of Sunny Side Up, Alex Pavia interviews Ellina Shinnick to discuss key strategies to navigate the challenges of modern marketing and leadership. Ellina shares her extensive experience in managing complex roles, emphasising the need for focus, curiosity, and discipline in today's marketing environment. She delves into her approach to omnichannel strategies, team building, customer understanding, and leveraging generative AI while maintaining a crucial human touch in content development. Ellina's insights extend across various aspects of marketing, from digital transformation in traditional industries to the nuances of content creation in complex sales environments. Her perspective offers invaluable advice for both seasoned and emerging marketers in the SaaS and B2C sectors. About the Guest Ellina Shinnick is the Chief Marketing Officer for HUB International. She is based in Chicago and oversees a global marketing organisation. Ellina leads the strategy for both the HUB a

Episode Summary In this episode of Sunny Side Up, Katharine Noonan interviews Erik Kostelnik on thriving in the MarTech space. Erik underscores the critical need to build customer-centric brands, carefully balance marketing investments, and prioritise hiring skilled marketers for storytelling and brand development. He highlights the importance of creating a human-first brand strategy that values customer engagement and relationships. He advises marketers to cut through the noise of the marketplace. He underscores the value of hiring skilled marketers who craft compelling stories and develop brands that listen and respond to customer needs. About the Guest Erik Kostelnik is a serial entrepreneur, professor, and investor with over 15 years of experience building and scaling technology companies in the B2B space. He is the founder and CEO of Postal, an offline marketing automation platform and marketplace that helps personalise, automate, and scale direct mail, internal and external events, branded company swag,

Episode Summary In this episode of Sunny Side Up, Corrine Kasman interviews Daniella Latham on the evolving landscape of product marketing. Daniella emphasises the importance of voicing customer needs from the outset of product development, advocating for oneself, and crafting compelling, data-backed narratives. Her approach to building strong, genuine relationships across departments, particularly between product marketing and sales, underscores the necessity of understanding and aligning with sales goals for mutual success. She also shares insights into the role of AI in product marketing and how marketers can utilise AI as a tool to augment human capabilities to focus on solving customer problems. About the Guest Daniella Latham is a curious product marketer with experience leading marketing and growth strategies at some of the fastest-growing and innovative SaaS companies in the world She is passionate about product marketing craft, product-led growth, crafting rich narratives, and AI for business. Daniel

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Jana Eggers on explainability, trends, and tools in AI marketing. Jana emphasizes the need for transparency to identify and correct biases, urging the prioritization of user needs over technological capabilities. She argues that explainability should not be an afterthought but a fundamental aspect of AI. Chris and Jana discuss trends in AI-driven personalization in marketing, pointing out the need for more nuanced feedback mechanisms. The conversation then shifts to best practices for utilizing AI in marketing strategies. Jana advises a balanced approach, combining trust in AI with human expertise and scepticism.  About the Guest Jana Eggers is CEO of the neuroscience-inspired artificial intelligence platform company Nara Logics. She’s an experienced tech exec focused on inspiring teams to build great products. She’s started and grown companies and has also led large organizations at public companies. She is active in customer-inspired i

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Dora Boussias on the nuances of developing a robust data strategy and balancing immediate data requirements with a long-term vision. She underscores the need to align teams, particularly sales and marketing, around a unified set of goals and metrics and foster an environment encouraging transparency and teamwork. Dora also stresses the critical balance between data-driven storytelling and emotional intelligence, emphasising the need for professionals to build relationships and communicate effectively in the workplace. Throughout the conversation, they discuss the importance of adapting to change, investing in soft skills, and the mutual respect required for successful collaboration. About the Guest Dora Boussias is a business data and technology strategic thought leader and practitioner with deep domain expertise in data & analytics, enterprise architecture, and digital transformation; accustomed to walking the line between Business

Episode Summary In this episode of Sunny Side Up, Kelly Hopping interviews Jane Lee on her transition from B2C to B2B marketing. Jane discusses the significance of a strong brand as a sustainable competitive advantage, the necessity of aligning brand position with company vision, and the importance of building brand equity and customer connections. Jane emphasises adapting marketing strategies to support overall business goals, aligning them with sales objectives, and focusing on processes that lead to measurable outcomes. Jane also shares her experience during the COVID-19 pandemic and the need for rapidly adaptable marketing strategies in crises. Lastly, we discuss the shift from B2C to B2B marketing regarding data strategies, emphasising the value of direct customer data.  About the Guest Jane Gasparian Lee is the Managing Director of B2B Marketing at United Airlines. She leads the United for Business marketing strategy and B2B product development. Prior to joining United Airlines, Jane worked for 10+ year

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Meredith on B2B marketing. She discusses the need to understand buyers' functional and emotional needs and stresses the importance of authenticity and empathy in marketing. Meredith greatly advocates for realistic communication and tangible evidence to support product claims. Her key strategies include developing detailed customer personas, engaging with sales teams for direct feedback, and continuously testing marketing messages to ensure relevance. Meredith highlights the effectiveness of conversational marketing and the importance of comprehensive strategies that focus on customer retention and acquisition. This conversation offers valuable takeaways for anyone in the B2B space looking to enhance their marketing strategies and build stronger customer relationships. About the Guest Meredith has an extensive career in marketing and product management with leadership roles at high-growth and Fortune 500 companies in healthcare and fi

Episode Summary In this episode of Sunny Side Up, Corrine Kasman interviews Helana Zhang on her role in shaping Atlassian’s ABM strategy. Helena delves into her career from the semiconductor industry to leading Atlassian's global ABM team. Helena shares her key strategies, such as aligning marketing with sales goals and focusing on top-tier enterprise accounts. She highlights the significance of differentiating between one-to-one and one-to-few strategies, particularly for global accounts with complex structures. Helena emphasises the importance of detailed documentation and goal-setting for effective collaboration across teams and also discusses integrating events into ABM strategies and balancing operational and strategic roles. About the Guest Helana is a seasoned enterprise marketer and is currently the Head of Global Account-based Marketing at Atlassian. She has over a decade of experience in ABM, demand generation, and event marketing roles. Prior to Atlassian, Helana led demand gen and campaigns te

Episode Summary In this episode of Sunny Side Up, Gareth Noonan interviews Alex Donics on Spotify’s evolution in mastering engagement and measuring success. Alex highlights the importance of personalisation, noting that Spotify prioritises individual user experiences. This focus on personalisation, coupled with an emphasis on the needs of creators and listeners, has contributed to Spotify's incredible reach across 184 markets with 550 million listeners. Podcasts, especially during COVID-19, have emerged as powerful tools for topical exploration, allowing creators and brands to connect deeply with audiences. Alex dives into how Spotify has refined its strategies to offer brands effective means of engagement and debunks common myths about audio advertising's measurability. About the Guest Alex is the Global Director of Demand Marketing at Spotify, where he leads a global B2B marketing team that is responsible for growing demand for Spotify Advertising. In his five years at Spotify, Alex has held leaders

Episode Summary In this episode of Sunny Side Up, host Erik Blaze interviews Carolyn Crandall on the evolving world of marketing and AI integration. She discusses the importance of personalised customer experiences and adopting a full-stack marketer mindset. Marketers should strategise effectively, embrace continuous learning, and recognise AI's diverse impact beyond content creation. Forward-thinking leaders and tools like Imperative drive innovative marketing initiatives through data correlation and sentiment analysis.   About the Guest Carolyn Crandall is a technology CMO and executive with over 30 years of experience in building emerging technology markets in security, networking and storage industries. She has a demonstrated track record of successfully taking companies from pre-IPO through to multibillion-dollar sales and has held leadership positions at Attivo Networks, Cisco, Juniper Networks, Nimble Storage, Riverbed and Seagate. Carolyn is recognized as a global thought leader on technology tren

Episode Summary In this episode of Sunny Side Up, Chris Moody interviews Brian Kotlyar on today’s challenges and opportunities in B2B marketing. Brian emphasizes the pivotal role of data warehouses in refining marketing strategies, noting that traditional methods are waning in effectiveness. He champions smaller, targeted projects for better risk management and stresses the significance of tailoring strategies to individual needs. Even as technology advances, Brian underscores the enduring value of foundational business skills. The discussion guides B2B marketers, urging adaptability, foresight, and a data-driven approach in the modern marketing era. About the Guest Brian Kotlyar is VP of Marketing and Growth at Hightouch, a Data Activation company that helps businesses automatically get their most valuable data into the hands of their business teams. Before this, he was SVP of Marketing at New Relic, where he helped to lead a tripling in growth rate under the watchful eye of the public markets. He has worked

Episode Summary In this episode of Sunny Side Up, Jordan Saucedo interviews Renny Fidlon on navigating challenges in ABM like a seasoned pro. Renny highlights the shift from lead-based models to strategic account approaches and emphasises aligning marketing with sales in B2B sales. He discusses common ABM pitfalls and the importance of showcasing ROI to leadership. Renny shares advice for B2B SaaS marketers, emphasising predicting client intent and providing value-added tools. He also stresses sales adoption as crucial when launching ABM platforms and suggests businesses pivot from sales enablement to buying enablement in the current unpredictable economy. Renny encapsulates the mantra "Do Less, Better" and consistently champions the need to showcase value to customers. About the Guest As VP of Marketing at SproutLoud, Renny Fidlon is responsible for building a predictable, repeatable revenue engine. He oversees SproutLoud’s branding, marketing programs, product marketing, revenue operations, and sa

Episode Summary  In this episode of Sunny Side Up, Philip Warren chats with Siara Nazir about integrating your marketing strategy with artificial intelligence and data science. Siara discusses the transformative impact of Mixed Media Modeling, Artificial Intelligence (AI), and the MarTech stack's future direction in the evolving digital marketing landscape. Siara also shares her experience creating an AI chatbot powered by natural language processing that improved customer engagement and boosted non-branded keyword revenue. About the Guest  Siara Nazir is an award-winning global digital marketer and media leader who has pioneered AI-based solutions that quadrupled conversions and doubled engagement for marketing programs at Autodesk. She’s led digital transformation for two Fortune 500 companies and her strategies have been featured in Forrester and other industry publications. She speaks at many industry conferences and was recently the recipient of the Equality Impact Award for women in tech.  Connect w