Beyond the Brief

Beyond the Speeds and Feeds: Alexis Crowell on Solving the "Rock Potato" AI Problem

Summary Join us as Alexis Crowell, Chief Marketing Officer & General Manager of the Americas at Axelera AI, shares details about her rich international career, insights into leadership, AI, and cultural nuances in global markets, and how to build successful businesses. Discover how her diverse experiences shape her approach to innovation and market strategy. Keywords AI, leadership, global markets, business strategy, innovation, cultural intelligence, inference technology, community building, tech industry, Beyond the Brief Key  topics Alexis Crowell's international career journey The role of cultural understanding in global markets AI inference technology and edge computing Building community and partnerships in tech Leadership lessons from a global tech executive Guest Name - Alexis Crowell Chapters 00:00 Introduction to Alexis Crowell 04:26 Alexis's Journey and Career Path 09:14 Lessons from Sports and Resilience 12:00 Transitioning from Intel to Axelera AI 18:11 Understanding the Market and Customer Needs 24:01 Building Community and Partnerships 27:34 Cultural Nuances in Global Marketing 32:20 The Future of Inference in AI 38:56 Understanding AI's Role in Business 44:11 Navigating AI Implementation Challenges 49:16 Reflections on Career and Growth Resources Axelera AI - https://www.Axelera.ai [https://www.Axelera.ai] Ohio Northern University - https://www.onu.edu [https://www.onu.edu] University of Pittsburgh Katz Graduate School of Business - https://www.katz.pitt.edu [https://www.katz.pitt.edu] Intel - https://www.intel.com [https://www.intel.com] Guest link LinkedIn - https://www.linkedin.com/in/alexiscrowell [https://www.linkedin.com/in/alexiscrowell]

The Death of Gated Content and the Rise of AI-Optimized B2B Marketing

Summary In this episode, Londonne Corder, Chief Marketing Officer at Outrider, shares insights on autonomous yard operations, the evolution of marketing strategies in emerging tech, and the importance of responsible innovation. Discover how Outrider is transforming logistics with electric and autonomous vehicles, and learn key lessons from Londonne's diverse career journey. Keywords autonomous yard operations, logistics innovation, electric vehicles, marketing strategy, emerging tech, supply chain, AI, B2B marketing, safety in automation, partnership ecosystem Key topics Autonomous yard operations and safety Electric vehicle integration and sustainability Evolving marketing strategies in emerging tech Guest name Londonne Corder Sound bites "Londonne, welcome to the show." "The buying committee is evolving rapidly." "A semi-competitive gymnast in my past." Chapters 00:00 Introduction to Londonne Corder and Outrider 02:54 Londonne's Unique Marketing Journey 05:59 Understanding Distribution Yards and Automation 09:05 Safety First: Lessons from Autonomous Vehicles 11:57 Evolving Buyer Committees and Sales Strategies 14:49 Responsible Deployment of Autonomy 18:09 Electric Vehicle Integration and Partnerships 20:48 ROI and Customer Testimonials 23:33 Partner Ecosystem and Integration 26:54 Marketing Focus and Sales Enablement 29:55 Website Evolution and AI Integration 32:34 Brand Identity and Messaging 35:39 Company Origins and Future Directions 38:47 Mentorship and Giving Back 41:45 Personal Insights and Closing Remarks Resources Outrider Official Website - https://www.outrider.com [https://www.outrider.com] Lewis and Clark Expedition - https://en.wikipedia.org/wiki/Lewis_and_Clark_Expedition [https://en.wikipedia.org/wiki/Lewis_and_Clark_Expedition] Guest link LinkedIn - https://www.linkedin.com/in/LondonneCorder [https://www.linkedin.com/in/LondonneCorder]

How Torani Turns Moments Into Flavor - Insights from Dean Veurink

How Torani Turns Moments Into Flavor - Insights from Dean Veurink  Summary Join us as Dean Veurink, VP of Marketing and Product Innovation at Torani, shares his 25-year journey in food and beverage marketing. Discover how strategic insights, segmentation, and experiential marketing drive innovation and growth in the flavor industry. Keywords food and beverage marketing, product innovation, consumer insights, flavor industry, brand growth, experiential marketing, segmentation, Torani, foodservice, retail Key  topics Consumer segmentation and insights for innovation Role of experiential marketing and brand experiences Strategic growth and scaling in the food and beverage industry Sound bites "Marketing works when done right" "Listening and iterating with consumers" "Thicker sauces add mouthfeel to beverages" Chapters 00:00 Introduction to Dean Veurink and Torani 00:29 Dean's Career Journey in Food and Beverage Marketing 05:14 Insights on Market Research and Consumer Needs 10:28 Innovation Strategies and Product Development 14:26 Understanding Torani's Product Range and Market Positioning 19:17 The Importance of Packaging and Consumer Experience 21:08 Building Brand Awareness and Consumer Engagement 24:00 Target Audience and Evolving Consumer Preferences 25:19 Navigating Hyper Growth and Strategic Changes 27:20 Experiential Marketing and Brand Activations 31:00 Partnerships and Collaborations in the Beverage Industry 35:50 The Torani Brand Story and Future Vision Resources & Guest Links Torani Official Website - https://Torani.com [https://Torani.com] LinkedIn - https://linkedin.com/in/deanveruink [https://linkedin.com/in/deanveruink] Twitter - https://twitter.com/deanveruink [https://twitter.com/deanveruink]

Why Trust Beats Flash in Climate Tech: Sherry Chapman’s Journey at Fortera

In this episode of Beyond the Brief, host Chris Perkins welcomes Sherry Chapman, the VP of Marketing at Fortera, a company pioneering low-CO2 cement technology. Sherry shares her extensive background in marketing, particularly in the consumer electronics sector, and how her experiences have shaped her approach at Fortera. She emphasizes the importance of transferable skills in marketing, especially when transitioning between industries, and encourages listeners to embrace career changes as valuable opportunities for growth. Sherry delves into Fortera's innovative approach to cement production, which aims to reduce greenhouse gas emissions by mineralizing industrial CO2. She explains the company's mission-driven focus and the significance of scaling their technology to compete with traditional cement products without charging a green premium. Throughout the conversation, Sherry highlights the importance of building trust in the industry through transparency and third-party validation, as well as the challenges of navigating a risk-averse market. The episode concludes with insights into the future of marketing in the climate tech space and the exciting developments on the horizon for Fortera. Keywords Fortera, low CO2 cement, Sherry Chapman, climate tech, marketing strategies, sustainable construction, greenhouse gas emissions, career transitions, innovation in cement Takeaways * 'A lot of what you know, especially in marketing, can be applied to different segments.' * 'It's all about scale.' * 'We don't tell, we show.' * 'This is a very risk-averse industry.' * 'We have to create our solution within their framework.' * 'The emotional side obviously is through the value chain.' * 'We need everybody to succeed.' * 'Restraint and transparency beat traditional flashier tactics.' * 'You will fail, and that's okay.' * 'It's important to create those building blocks of trust.' Sound bites "Go for it, because a lot of what you know can be applied." "It's all about scale." "We don't tell, we show." Chapters 00:00 Introduction to Sherry Chapman and Fortera 02:11 Sherry's Marketing Journey and Career Transitions 04:24 Understanding Low CO2 Cement and Its Importance 06:18 Target Market and Go-to-Market Strategy 09:00 Pricing Strategy and Market Positioning 12:03 Sales Cycle and Project Lead Times 15:21 Building Trust in the Industry 18:02 Creating a New Category in Cement 20:16 The Role of Restraint and Transparency in Marketing 22:23 Surprises in the Climate Tech Space 24:22 First-of-a-Kind Projects and Their Challenges 26:52 Funding and Future Growth of Fortera 28:47 Marketing Strategies and Inbound Focus 33:10 Mentorship and Influences in Sherry's Career 36:38 Advice for New Marketers in B2B 41:24 Looking Ahead: Exciting Developments at Fortera

“Life Doesn't Peak. It Compounds.” Lessons from Efrat Ravid

Summary Efrat Ravid shares her inspiring journey from software engineering to board advisory, highlighting key lessons in leadership, culture, and digital transformation. Discover how her diverse experiences across industries inform her insights on innovation, customer-centricity, and navigating cultural differences in global business. Keywords Leadership, Digital Transformation, Culture, Innovation, Customer Experience, Global Business, Marketing, Analytics, AI, Career Lessons, Beyond the Brief Key  topics * Efrat Ravid's career evolution from engineering to advisory roles * Cultural nuances in global business and marketing * The importance of continuous product design and analytics * Advising startups and growth companies at Goldman Sachs * Lessons learned from diverse industries and markets Guest  name - Efrat Ravid LinkedIn - https://www.linkedin.com/in/efratravid/ [https://www.linkedin.com/in/efratravid/] Key  frameworks * Continuous Product Design * Customer-Centric Content Strategy * Cultural Nuance Awareness Sound bites "Culture beats strategy every time." "Always focus on the customer first." “Life doesn’t peak. It compounds.” "Nothing can stop us now." Chapters 00:00 Efrat Ravid's Journey: From Software Engineer to Board Member 09:07 Advising Startups: The Role of an Independent Board Member 17:35 Continuous Product Design: Evolving Digital Experiences 25:39 Automation and Alignment: Transforming Core Business Processes 27:10 Understanding Audience in Content Creation 30:01 The Evolution of Marketing Strategies 30:59 Adapting to Unexpected Insights 31:58 Cultural Sensitivity in Marketing 38:51 The Importance of Loyalty and Relationships 44:16 Navigating Cultural Nuances 47:25 Embracing Action and Learning from Mistakes 49:34 The Journey Ahead: Nothing Can Stop Us Now