The People of Digital Marketing

Nikki Lindgren, founder and managing partner of Pennock, is a leader in scaling DTC businesses through paid ads with a focus on helping female-led beauty brands. With expertise in digital media management exceeding $100 million, Nikki and her team leverage strategic advantages for impressive MER and ROAS. Questions and topics we covered in this episode include: * Nikki shares her story of how she founded Pennock * When and how marketers should deploy ads to grow eCommerce businesses * The nuances that come when doing any type of performance marketing campaigns for beauty products * What constitutes a strong ad strategy in today’s market? * The metrics that truly matter when it comes to doing media buying well * The “learning phase” is defined (in as simple a way as possible) * How to measure ad fatigue/campaign decay * How much should brands spend on ads, where should that money go, and what should be the expected returns? * What are your predictions for the future of DTC and performance marketing? And more! You can connect with Nikki on LinkedIn here - https://www.linkedin.com/in/nikkilindgren/ [https://www.linkedin.com/in/nikkilindgren/] You can connect with me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Kristin Fracchia is a growth and marketing exec who has helped scale companies from early stage to public, including Chegg and Magoosh. She is an unabashed generalist and lifelong learner, who has flexed between roles leading marketing, growth, sales, product, finance, business development, and business operations. Her current passions are helping companies leverage AI to their advantage and mentoring early career leaders. Prior to working in tech, she obtained a PhD and dabbled in academia, earning an excellence in teaching award from the University of California.    Questions and topics we discussed in this interview include: * How Kristin is learning about new tools like Clay.com [http://Clay.com] to stay adaptable as a marketer in this budding field of GenAI * How should marketers think about getting their brands more visibility on gen AI tools and chat-based search tools like ChatGPT? * What’s the business impact that obtaining AI visibility would have on business growth? * What is generative engine optimization (GEO)? And how is this field emerging and evolving? * What tools can marketers use today to determine how their marketing is being impacted by genAI? * What should marketers tell their leadership teams about how genAI search may impact their marketing strategies and how we should all start adapting And more! You can connect with Kristin on LinkedIn here - https://www.linkedin.com/in/kristinfracchia/ [https://www.linkedin.com/in/kristinfracchia/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Shelia Rondeau is a driven and experienced executive with expert proficiency in providing unsurpassed leadership and revenue growth in dynamic, fast-paced, competitive business environments. She’s fully capable of leading a full array of enterprise marketing responsibilities, as well as general business operations, building foundations that enable the companies she works with to scale for growth. She is currently a Fractional CMO and CEO for her company MOGXP. Questions and topics we discussed in this interview include: * The story of how MOGXP began * What it takes to obtain big-name clients like Toyota, Budweiser, Walmart, and more. * The common marketing challenges big brands face when it comes to customer experiences * Experiential marketing defined * How college ambassador programs are a great example of experiential marketing programs (done the right way) * The current state of experiential marketing and its effectiveness as a marketing channel And more! You can connect with Sheila through LinkedIn here - https://www.linkedin.com/in/sheilarondeau/ [https://www.linkedin.com/in/sheilarondeau/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Pat LaCroix is the EVP of marketing and commercial strategy at Seekr, a leading artificial intelligence company specializing in transparent content evaluation. For over 20 years, Pat has worked inside major consumer brands and advertising agencies. Prior to Seekr, he held a variety of global marketing leadership roles at Bose, where he was responsible for brand marketing, media, digital, social and partnerships with relevant brands such as NFL, Amazon, Disney, and Spotify to name just to name a few. During this time, he was recognized in the “Sports Business Journal” with the “40 under 40” award. Questions and topics we discussed in this interview include: * He explained how past roles prepared him for his leadership at Seekr * Pat provided an inside look at Seekr’s mission and explained his responsibilities within the company * He addressed the challenges he faces in his role * Pat shared insights on Seekr’s biggest marketing challenge for 2024 * Pat introduces us to the PIE framework (performance, image, and exposure) that all marketers need to know if they want to get promoted And more! You can connect with Pat on LinkedIn here - https://www.linkedin.com/in/pat-lacroix-1883506/ [https://www.linkedin.com/in/pat-lacroix-1883506/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Near the end of the episode, Patrick also mentions the PIE framework (performance, image, and exposure) that he used to get promotions throughout his career. If you want a deeper dive specifically into this subject, check out this article I wrote about it on Medium - https://medium.com/@KennySoto/why-doing-a-good-job-isnt-enough-here-s-a-slice-of-p-i-e-for-my-marketing-homies-dce789fc2cf6 [https://medium.com/@KennySoto/why-doing-a-good-job-isnt-enough-here-s-a-slice-of-p-i-e-for-my-marketing-homies-dce789fc2cf6] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]

Andrew began his career by spending seven years in newspaper journalism. He then logged five years in higher-education marketing, co-managing a college website with a focus on video storytelling and fine-tuning email messaging to 18-year-olds. For the past 7 years, he’s worked in B2B software, in marketing operations and then product marketing, with a focus on quantitative and qualitative customer research. He’s started one customer advisory board and scaled two others, both in person and virtual, and strongly believes there’s significant value in both approaches, for both customers and companies. Questions and topics we discussed in this interview include: * What are the basics of customer research that marketers need to understand as they grow in their careers? * When proposing the idea of a Customer Advisory Board (CAB), is it mainly to inform product marketing initiatives? Are there other areas of marketing and business overall that can benefit from the investment in a CAB? * How should marketers identify and select the right members and determine the correct size for a Customer Advisory Board? * What strategies can marketers use to keep CAB members engaged and active? * How should the feedback process with CAB members be structured to ensure it's productive and actionable? * What are some other common challenges businesses face when managing CABs, and how should marketers address them? * How can marketers measure the success and impact of a Customer Advisory Board on product marketing initiatives? * How do the role and operation of a CAB differ in startups versus established SaaS companies? Is there a specific stage in a business’s life cycle where a CAB is more beneficial? * How is the role of CABs expected to evolve in the next 5 to 10 years? And more! You can say hi to Andrew on LinkedIn here - https://www.linkedin.com/in/andrewgpetersen/ [https://www.linkedin.com/in/andrewgpetersen/] You can find me on LinkedIn here - https://www.linkedin.com/in/kennysoto/ [https://www.linkedin.com/in/kennysoto/] Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com [http://www.davidcuttermusic.com]