Marketing Beyond with Alan B. Hart Podcast Por Alan B. Hart arte de portada

Marketing Beyond with Alan B. Hart

Marketing Beyond with Alan B. Hart

De: Alan B. Hart
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Join Alan B. Hart as he dives into conversations with the world’s leading chief marketing officers and business innovators. Tune in to get inspired by the stories and experiences of marketing visionaries—and stay ahead of the curve.© 2025 Economía Marketing Marketing y Ventas
Episodios
  • 14: Bridging the gap between marketers and consumers: Insights from Gayle Troberman, executive advisor at iHeartMedia

    14: Bridging the gap between marketers and consumers: Insights from Gayle Troberman, executive advisor at iHeartMedia
    Jul 30 2025
    Are your ads landing with consumers? According to iHeartMedia's “The New American Consumer 2.0” study, 44% of Americans feel ignored by most media and advertisers .1 In today’s episode, Alan chats with Gayle Troberman, executive advisor at iHeartMedia, about the gap between marketers and consumers, ways for marketers to bridge this gap, and the marketing principles that stay consistent despite technological advancements. Gayle emphasizes the importance of balancing new technology with classic marketing approaches and cautions against neglecting potential customers by focusing too narrowly on the target audience. She highlights the power of evoking memories in advertising, primarily through audio, with examples of iconic jingles. She also describes why radio and podcasting are effective tools for mass reach and emotional engagement. Gayle Troberman is a highly respected marketing industry veteran. She spent 16 years as chief creative officer at Microsoft, then as chief marketing and ideas officer at IPG Mediabrands. She then became chief marketing officer at iHeartMedia for over a decade before moving into her current role as executive advisor. Today, Gayle works across all iHeartMedia businesses to help them connect with consumers in a deeper, more meaningful way. Her “human first, outcome second” approach to life and marketing has kept her consistently in tune with consumers throughout her career. In this episode, you'll learn: The inspiration behind “The New American Consumer 2.0” study and insights from the research How marketers can better understand their audience Approaches to using AI and targeting to add value from a consumer perspective Key quotes: “Every time a new technology comes along... marketers think it's like the world has to change, and it really doesn't. If you know who your brand is and you know where you want to find growth, then it's about telling good stories. It's about being relevant to those consumers.” - Gayle Troberman, executive advisor at iHeartMedia “We sometimes let innovation get in the way of growth, or we get so enamored with the technology or the opportunity that we forget any of these platforms, any of these news tools, whether it's AI or targeting, are only as good as the stories we put out there.” - Gayle Troberman, executive advisor at iHeartMedia “The average marketer may not be as in touch with their consumers as they think they are... I think part of the problem is that we're very often talking to ourselves. Our ads are reflecting this bubble we live in. Our ads are not reflecting the values, the beliefs, the interests, or the passions of the real American consumers.” - Gayle Troberman, executive advisor at iHeartMedia “There's genius out there everywhere if you just talk to humans.” - Gayle Troberman, executive advisor at iHeartMedia Key highlights: [00:32] Introduction [01:45] A ”muppalucky” life [02:50] Gayle’s career path [05:50] The secret to a long CMO tenure [07:45] Enduring truths in marketing [13:40] “The New American Consumer Report 2.0” [18:25] How marketers can reconnect with everyday consumers [22:40] Who has influence? [24:15] Using AI in a mindful way [28:30] An experience that defines you: Developing a human-first philosophy [31:30] Advice to your younger self: A little more patience and empathy [33:00] A topic marketers need to learn more about: Balancing the new with the classics [34:15] Subcultures and trends to follow: Young people taking strong stances [35:35] Largest opportunity and threat to marketers today: Fake performance indicators Resources mentioned: Gayle Troberman iHeartMedia "The New American Consumer 2.0" press release “The New American Consumer 2.0” study Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Gayle Troberman and iHeartMedia: Gayle Troberman on LinkedIn iHeartMedia on LinkedIn
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    37 m
  • 13: Ways to nail your product positioning: Insights from Sjoerd Handgraaf, chief marketing officer at Sharetribe

    13: Ways to nail your product positioning: Insights from Sjoerd Handgraaf, chief marketing officer at Sharetribe
    Jul 16 2025
    How do you determine your product's market value beyond its features? In today’s episode, Alan and Sjoerd Handgraaf, Sharetribe's chief marketing officer (CMO), discuss Sharetribe’s origins, product evolution, and how Sjoerd’s team identified its ideal product positioning by evaluating the true value it provides to marketplace founders. Sjoerd shares insights into the unique dynamics of building and branding two-sided marketplaces and explains how a “give first, ask later” philosophy has helped Sharetribe develop trust and lasting relationships with its community. Sjoerd grew up as a do-it-yourself (DIY) punk rocker in a steel town in the Netherlands. He originally planned to become an English teacher, but love brought him to Finland, where he discovered the startup world. With his DIY background, Sjoerd joined Sharetribe as the first marketing hire in 2016 and became CMO in 2020. Sharetribe is a software as a service (SaaS) solution that aims to democratize the sharing economy by empowering marketplace founders with a no-code platform builder. Key quotes: “We just put value out in the world, and we hope that convinces people to at least give us a try.” - Sjoerd Handgraaf, chief marketing officer at Sharetribe “Look at what your [product’s] unique benefits are compared to those [competitive alternatives] and then try to wrap those [benefits] in value, not features. A lot of tech marketers are quite fond of listing the features, but what is the value that [the feature] unlocks? What is the thing that it gives to customers?”” - Sjoerd Handgraaf, chief marketing officer at Sharetribe In this episode, you'll learn: Common pitfalls to avoid when starting a marketplace business How to conduct an objective self-assessment to clarify positioning Sjoerd’s tips for marketers on navigating AI Key highlights: [00:30] Introduction [01:38] A punk record label mogul [03:00] The Dutch directness [05:15] Sjoerd’s path to Sharetribe [09:17] Who does Sharetribe serve? [10:40] Sharetribe’s origin story [16:30] How to get the product positioning right [33:27] The notion of “give first, ask later” [28:25] Why marketing is moving back to basics [31:15] Lessons learned from Two-Sided: The marketplace podcast [36:15] An experience that defines you: Being a DIY punk [37:20] Advice to your younger self: Be even more entrepreneurial [38:05] A topic marketers need to learn more about: AI is unavoidable [42:55] Subcultures and trends to follow: No-Code and Indie Hackers [44:35] Largest opportunity and threat to marketers today: Leveling up with AI Resources mentioned: Sjoerd Handgraaf Sharetribe Two-sided: The Marketplace Podcast The Lean Marketplace Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Sjoerd Handgraaf and Sharetribe: Sharetribe on X Sharetribe on Facebook Sharetribe on YouTube Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube  Deloitte Digital on Threads   
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    48 m
  • 12: Forging a regenerative future for fashion: Insights from Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective

    12: Forging a regenerative future for fashion: Insights from Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective
    Jul 2 2025
    Can streetwear be made with zero plastic? Eric Liedtke says it can be, and he is on a mission to systematically change the fashion industry by shifting away from petroleum-based materials to plant-based materials. In 2014, Eric was already a leader in the fashion industry as the Head of Sports Performance at Adidas when the issues of micro and nano plastics were brought to his attention. As a vegan who loves to surf, Eric could not turn away from the fact that his work in fashion was contributing to the problem. By 2019, he stepped away from his executive board position at Adidas to launch UNLESS Collective, a statement streetwear brand with a regenerative creation model, meaning their products are made sustainably using zero plastic and decompose into nutrient-rich soil. UNLESS was recently acquired by Under Armour, and with that acquisition, Eric was also hired as their executive vice president of brand strategy. In today’s episode, Alan and Eric talk about what the acquisition means for UNLESS Collective’s mission, how it fits into Under Armour’s larger strategy, and where Eric thinks the Under Armour brand can go. UNLESS is on the cutting edge of sustainable fashion, and solutions to many of its challenges are still being invented. The backing of Under Armour has empowered UNLESS to invest in the research needed to make Eric’s dreams a reality. With a background leading brands like Reebok, Eric also understands that UNLESS must meet consumers where they are and not ask them to compromise their tastes or budgets. Once the tech is fully developed and brought to market correctly, Eric believes they will truly transform the fashion industry. Key quotes: “People care. The [challenge] is they don’t want to compromise their taste or the quality of the product for their values, and they don’t want to compromise really too much on price.” - Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective “So, step one, get the value at the same level they’re [the customer is] expecting, get the quality at the same level they’re expecting, get the taste at the same level they’re expecting, [and] get it built on a better stack. Step two is scaling the brand and getting the volumes to hit the unit economics on par.” - Eric Liedtke, executive vice president of brand strategy at Under Armour and founder and chief executive officer of UNLESS Collective In this episode, you'll learn: How UNLESS is overcoming the challenges of manufacturing streetwear with zero petroleum-based materials Eric's strategy to bring innovative value-aligned products to market at scale The importance of authenticity in modern marketing Key highlights: [02:25] Eric's career path [06:40] The founding story of UNLESS [10:40] Zero wasted hours [13:20] The logistics of moving from plastic to plant-based [18:00] Evolving marketing with technology [21:30] Benefits of working with Under Armour [23:45] Propelling the Under Armour brand [27:15] An experience that defines you: Having purpose-led parents [30:10] Advice to your younger self: Don’t let perfect get in the way of better [31:25] A topic marketers need to learn more about: People want real [34:00] Subcultures to follow: Surf [35:40] Largest opportunity and threat to marketers today: AI and authenticity Resources mentioned: Eric Liedtke UNLESS Collective Under Armour Parley for the Oceans Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Eric Liedtke, UNLESS Collective, and Under Armour Eric Liedtke on LinkedIn Eric Liedtke on Instagram UNLESS Collective on Instagram UNLESS Collective on TikTok Under Armour on X Under Armour Instagram Connect with Alan Hart and Deloitte Digital:    Alan Hart on X Alan Hart on LinkedIn  Deloitte Digital on LinkedIn  Deloitte Digital on Instagram  Deloitte Digital on YouTube 
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    39 m
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