• Marketing Beyond with Alan B. Hart

  • De: Alan B. Hart
  • Podcast

Marketing Beyond with Alan B. Hart

De: Alan B. Hart
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  • Resumen

  • 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
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Economía Marketing Marketing y Ventas
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Episodios
  • 8: Agentic AI and the attention economy: Insights from Ryan Fleisch, head of product marketing for Adobe Real-Time CDP, and audience manager at Adobe

    8: Agentic AI and the attention economy: Insights from Ryan Fleisch, head of product marketing for Adobe Real-Time CDP, and audience manager at Adobe
    Apr 30 2025
    Ryan Fleisch is the head of product marketing for Adobe Real-Time Customer Data Platform (CDP), and audience manager at Adobe. He is also a recent first-time girl dad and Alan's go-to technology whisperer. Ryan has experience on both the agency and brand sides of digital marketing and has been with Adobe since 2014. His current role, coupled with his previous leadership roles in solution consulting, has allowed him to understand the technical nuances of marketing and advertising technology and the big-picture trends that are transforming the industry at large. In today’s episode, Alan and Ryan reconnect for another interview at Adobe Summit 2025 to discuss Adobe’s new marketer-first data collaboration tools and what marketing professionals need to know to help them stay ahead of the curve. When it comes to winning impressions in the crowded attention economy, using data wisely is the difference between standing out and blending in with the thousands of ads consumers see daily. Ryan also explains how agentic AI can help marketers move from data synthesis to action, allowing them to scale their impact as individuals and departments. Key quotes: “Agentic AI doesn't just understand my business data. It actually understands my business processes and my goals” - Ryan Fleisch, head of product marketing for Adobe Real-Time CDP, and audience manager at Adobe In this episode, you'll learn: How to understand the attention economy Why “clean sketches” may replace “clean rooms” What agentic AI could mean for your marketing strategy Key highlights: [02:05] “The sleep deprivation is real.” [03:30] Ryan’s path to Adobe [06:00] Understanding the attention economy [08:25] The data tradeoff between scale and accuracy [10:30] Launching Real-Time CDP evaluations [11:30] Old “clean rooms” versus new “clean sketches” [14:45] AI empowering humans to do what they do best [16:40] Generative AI versus agentic AI [20:10] Sorry Spock, Emotions Drive Business [22:45] An experience that defines you: Don't fear the bunk bed [25:30] Advice to your younger self: Look at the big picture [27:05] A topic marketers need to learn more about: Agentic AI and physical art [28:50] Subcultures to follow: Appreciate artists [29:35] Largest opportunity or threat to marketers today: Pairing content with data Resources mentioned: Ryan Fleisch Adobe Adobe Real-Time CDP Adobe Audience Manager Announcement of new Adobe Real-Time CDP collaboration Follow the podcast: Listen on Apple Podcasts   Listen on Amazon Music  Listen on Audible  Listen on iHeart Radio Listen on Spotify   Connect with Ryan Fleish and Adobe Ryan Fleisch on LinkedIn Adobe on X Adobe on 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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    32 m
  • 7: How GIFs deliver branding magic: Insights from Kevin Hein, CGO at GIPHY

    7: How GIFs deliver branding magic: Insights from Kevin Hein, CGO at GIPHY
    Apr 16 2025
    Kevin Hein is the chief growth officer (CGO) at GIPHY. He began his print publishing career with Ziff Davis when print and tech were merging. Here, he learned the fundamentals of strategic selling while working on the PC magazine account. Kevin joined GIPHY in August 2024 and has since been instrumental in transforming GIPHY into a unique platform that connects brands with audiences through messaging. Under his leadership, GIPHY has expanded its advertiser base, introduced innovative ad formats, and positioned itself as a key player in the messaging ecosystem, driving significant revenue growth and delivering exceptional client results. Kevin joins Alan Hart at South by Southwest (SXSW) to discuss the unique positioning GIPHY offers brands–to become part of cultural conversations in an additive rather than intrusive way. GIPHY's daily reach touches over 1 billion people worldwide, creating a magical moment when users discover the perfect GIF to convey what words alone cannot. GIPHY collaborates with brands to seamlessly integrate their messages into this magic, transforming existing creative, optimizing new ideas, and experimenting in safe, engaging ways that drive organic, long-term results. Kevin explains the collaboration process with GIPHY, why he thinks all brands need to experiment with creativity, and what marketers can learn from innovative online content creators. Key quote: “The beauty and the elegance [of] GIPHY is that it’s part of the conversation. It’s not intrusive, it’s additive. It’s a natural extension of what you're talking about.” - Kevin Hein, Chief growth officer, GIPHY In this episode, you'll learn: How brands can influence culture without being intrusiveWhat collaboration looks like with GIPHY The value of creative experimentation Key highlights: [01:20] For the love of car detailing [02:45] Kevin's path to GIPHY [05:40] Understanding GIPHY today [08:48] Where to go when you’re already everywhere [10:45] What makes GIPHY unique [13:05] Cut downs and brand collaborations [16:30] Where dexterity meets data [19:20] Making magic with Mug Root Beer [24:50] Investing in safe experimentation [26:10] An experience that defines you: “It’s just a chapter” [28:10] Advice to your younger self: Give people space to prove you wrong [29:55] A topic marketers need to learn more about: AI experimentation [32:50] Subcultures to follow: Innovative online creators [39:55] Why experiment when everything is going great [44:10] Largest opportunity or threat to marketers today: Test and learn Resources mentioned: Kevin Hein GIPHY GIPHY Studios GIPHY's daily reach statistic Mug Root Beer and Mug Root Beer on GIPHY Waz up Super Bowl Commercial Justin Flom, magician and YouTuber Follow the podcast: Listen on Apple PodcastsListen on Amazon MusicListen on AudibleListen on iHeart RadioListen on Spotify Connect with Kevin Hein and GIPHY: Kevin Hein on LinkedInGIPHY on XGIPHY on Instagram Connect with Alan Hart and Deloitte Digital:
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    46 m
  • 6: Powering commerce from text to checkout: Insights from Mike Manheimer, CCO at Postscript

    6: Powering commerce from text to checkout: Insights from Mike Manheimer, CCO at Postscript
    Apr 2 2025
    Mike Manheimer is the chief customer officer (CCO) at Postscript—and a soon-to-be first-time father. Postscript is a short message system (SMS) marketing platform powered by AI, designed to help e-commerce brands within the Shopify ecosystem build personalized connections with their customers to drive revenue. Mike entered the SaaS world straight out of college at a startup called WebPT, where he worked his way up to marketing director. After leaving WebPT, Mike held various leadership roles at Gainsight before serving as head of growth marketing at Front. He joined Postscript in 2021 as chief marketing officer and transitioned to his current role as chief customer officer in late 2024, leading both the marketing and customer teams. In today’s episode, Alan and Mike discuss conversational commerce, exploring how SMS text messaging, chatbots, and voice assistants are transforming the shopping experience. They examine the potential rise of SMS texts in marketing and why conversational commerce hasn’t fully taken off yet. Their conversation also highlights Postscript's decision to specialize rather than consolidate, and the AI innovations they are using to boost revenue. Mike also shares common misconceptions about SMS marketing, notes a consumer shift toward analog experiences, and encourages marketers to adopt an AI-first mindset. Key quotes: “When I joined Postscript, part of my thesis was that two megatrends were intersecting, and they weren’t going to stop: We’re seeing more transactions done online over time. The second is, we see messaging as a major component of the way people spend their time online, especially on their mobile devices. We see messaging in a bunch of forms but especially text messaging dominates the time people are using their phones. And so, Postscript exists at the intersection of both those trends.” – Mike Manheimer, CCO at Postscript “SMS is the only channel that exists for marketers that is fundamentally ‘two-way’ from the get-go.” – Mike Manheimer, CCO at Postscript “When you nail that—you know, the voice, the value add, and the consent—then what you end up with is a very highly engaged, high-earning channel. And a lot of people are finding that they're actually making more money off of an SMS list that ends up being only one-fifth of the size of the email list that they've been cultivating over the last few years because of the integration with the phone, the immediacy of the channel, and the engagement that you're able to generate.” - Mike Manheimer, CCO at Postscript “Cracking the code on conversational for your brand not only makes you feel good, it’s a financial imperative.” - Mike Manheimer, CCO at Postscript In this episode, you'll learn: Why SMS is yielding results in conversational commerce Benefits of specialization versus consolidation in SaaS What AI innovations are driving revenue Key highlights: [01:40] Preparing for fatherhood [03:10] Career path to Postscript [06:45] What is Postscript? [8:15] How SMS could change conversational commerce [12:10] Marketers’ SMS misconceptions [17:45] Specialization versus consolidation [23:20] AI use cases in SMS to drive revenue [30:55] Learning to adapt as the new kid [34:15] Advice to your younger self [36:20] A topic that you and other marketers need to learn more about: effectiveness in statistics [30:30] Trends or subcultures others should follow: a renewed interest in analog [41:40] Largest opportunity or threat to marketers today: become an AI-first thinker Resources mentioned: Mike Manheimer Postscript Shopify What is conversational commerce? Career stops: WebPT, Gainsight, Front Follow the podcast:
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    44 m
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