Yours in Marketing


Mark Schaefer: How to Humanize Your Marketing

On this week's episode, I speak with Mark Schaefer, the Executive Director at Shaefer Marketing Solutions.  Mark is a marketing thought leader, teacher at Rutgers University, writer, blogger, podcaster, and influencer.  We talk about how "influencer" marketing is not the "Enron" of marketing, how you can humanize your marketing efforts, and the upcoming "rebellion" in marketing and, preparing for it.


Episode Highlights:


  • Mark discusses his various interests, platforms, and avenues of influence.
  • Mark's background in behavioral science and its influence on marketing.
  • Strategies for approaching a variety of structures within organizations.
  • Correlations between teaching and marketing.
  • Mark's career journey from when he "fell in love" with marketing to current.
  • Moving from a big company to working on your own.
  • The gap in focus from 2008 to 2019.
  • Defining the "marketing rebellion" and premise for Mark's book.
  • The current dramatic shift that's occurring in the marketing world.
  • From concept to finished work: the process of writing a book.
  • The "amplification" of consumer behavior and its effect on marketing.
  • The current state and relevance of influencer marketing.
  • Impact and evolution of engagement in marketing.
  • How analytics and data fit into humanizing marketing.
  • "Waking up" to the impact technology has on our customers.
  • Great examples of companies "doing it right" with customer engagement.
  • How to make your customer, the marketer.
  • Core beliefs for successful social media marketing.
  • The importance of trust in marketing.
  • Foundational steps for "getting booked" as a speaker.
  • Advice for marketers just starting out in their career.


3 Key Points:

  1. It's critical to continue to learn new things and push yourself to be in a constant state of reinvention.
  2. It's important to "stay awake" to shifts that are occurring in marketing day-to-day.
  3. Making good decisions and doing the "right" thing will win in the end.



  • “Marketers have become too obsessed with technology and their Martech stack, and they've lost touch with real humans, real customers, and real emotions.” – Mark Schaefer
  • "Two-thirds of our marketing is occurring without us.” – Mark Schaefer
  • "This is not a time in marketing for iteration, this is the time for bold and dramatic change." - Mark Schaefer
  • "Everytime businesses have tried to abuse and take advantage of consumers, the consumers have rebelled and they've won." - Mark Schaefer
  • "All good marketing starts with data and research." - Mark Schaefer


Resources Mentioned:


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Tamara Yarovoy: How to Align Sales and Marketing

On this week's episode, I speak with Tamara Yarovoy, the Senior Digital Marketing Manager at Meltwater.She has an interesting story, being that she was originally from Serbia, and now living in the US. We talk about how college athletics prepared her for a career in marketing and how sales and marketing can align to achieve success.Episode Highlights:Tamara's background: from Serbia to the University of Wyoming for marketing.Why marketing and not professional volleyball?Tamara's "first step" into marketing.Running a real estate venture, in Serbia, while in the US for college.Tamara's current role with Meltwater, goals, and contrast from previous roles.The importance of partnership in digital marketing.Creative vs. Technical marketing.Melding marketing and sales teams.The "Rule of 8" for the alignment strategy of marketing and sales.The challenges of having marketing and sales under one "umbrella."Minimal recommendations to achieve better alignment.Thought experiment: 4 problems of misalignment and solutions.Is the average salesperson better at marketing or the average marketer better at sales?Should marketers and salespeople become one?The #1 piece of advice for new marketers.Why athletes make great marketers.What's next for Tamara.3 Key Points:It's important to have both the creative elements of marketing and the technical tools working together to build successful campaigns.Marketing and Sales need to be in alignment to have a successful customer strategy.Being willing to continually learn, adapt, and grow your skills is key to being a successful marketer.Quotes:“If both teams understood more of what the other did, it would certainly help.” – Tamara Yarovoy“Have a clear business strategy, where both marketing and sales can build strategies that align with the business." – Tamara Yarovoy"Be patient, try your best, don't give up, continue to learn, find a mentor, and don't be scared to explore.” – Tamara YarovoyResources Mentioned:Meltwater WebsiteTamara Yarovoy on LinkedIn

Ross Simmonds: Content Strategy Doesn't Stop When You Hit Publish

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April Dunford: How to Perfectly Position Your Product

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