WVU Marketing Communications Today
The Future Belongs to RevTech

The Future Belongs to RevTech

June 23, 2022

Marrs

 

Seth Marrs, the Forrester analyst who follows sales technology, painted an exhilarating picture of the future of SalesTech, saying it will combine with MarTech into an entirely new way of going to market — along with a new organizational function called Revenue Teams. Primarily focused on the B2B ecosystem, but with consumer applications — especially for call centers — this developing technology is enabling an end-to-end customer experience driven by conversational intelligence, NLP (natural language processing), AI, and real-time data capture and analysis. In fact, Seth believes the future will be about opportunities and not leads, and this tech gives us a brand new container for our engagement experience, resulting in more powerful roles for marketing, higher revenues, and customer satisfaction overall. Sounds great. Give a listen!

About our Guest:

Seth Marrs brings more than 20 years of experience leading sales operations, service operations, and marketing organizations. He excels at leveraging data, process, and technology to drive growth in organizations of all sizes and in all industries.

Before joining Forrester, Seth spent the last five years as a consultant and senior vice president leading sales operations and marketing organizations for multiple private equity-backed companies ranging in size from $200 million to $1 billion, where he was responsible for customer acquisition, sales execution, and compensation.

Before going into private equity, Seth led sales operations for Carl Zeiss Meditec in the United States and held multiple executive sales and service roles at GE Healthcare, including leading sales operations for GE Life Sciences EMEA, building and running a global lean organization for the $3 billion life sciences division of GE Healthcare, and leading sales enablement for the US region (which represented $7 billion of GE Healthcare’s revenue).


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Marketing Horizons First Half Roundup 2022

Marketing Horizons First Half Roundup 2022

June 9, 2022

Marketing Horizons

 

Recorded live from the Innovation Center at WVU Reed College of Media, Ruth Stevens and Cyndi Greenglass look at the fascinating marketing trends shared on their podcast over the first half of 2022. Included in the discussion are insights on the complex evolution of the customer experience (CX), the emerging power of Gen X as an audience, the importance of your digital first impression, the future of events, humanizing measurement, and connected TV (CTV). Don’t miss this opportunity to catch the highlights of the first half of 2022 and the marketing waves Cyndi and Ruth are riding over the horizon.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

The Future Belongs to Gen. X

The Future Belongs to Gen. X

May 26, 2022

Lifrak

 

As marketers, we spend a lot of time talking about Millennials. We target them as consumers, employees, and donors, to the point of obsession, as the next cohort after the Boomers. But wait! We are overlooking Generation X, not surprisingly called the “Forgotten Generation.” This is the 65 million people in their 40s and 50s sandwiched between the Boomers and the Millennials. They represent a $2.4 trillion market. Ignoring them could prove a costly mistake for both businesses and nonprofits.

In this episode, we speak with Alicia Lifrak, who is a Gen X member herself, and has spent the past 25 years leading strategy in the nonprofit and higher education worlds. She explains why marketers ignore Gen X at our own peril, and what we should be doing about it.

Pop Quiz: Can you name at least 3 Gen X leaders of major transformational companies today? Listen to this episode for the answer.

About our Guest:

With more than three decades of experience in the philanthropic sector, Alicia M Lifrak is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals.

She currently serves as Executive Vice President for the Gabriel Group, an OSG Company, leading the nonprofit division in offering full-service fundraising, marketing and strategy consultation to clients. Prior to joining Gabriel Group, Alicia spent 25 years leading teams to achieve exceptional results in nonprofit and higher education.

Alicia also serves in several key leadership roles as a volunteer and active member in organizations including The Nonprofit Alliance, NonProfit Pro, Rotary International, the Meridian Society and the Washington University Women’s Society. After moving around the U.S. for most of her life, Alicia now lives in Illinois with her four kids, a cat and a dog. She travels frequently, for work and for fun, is an avid reader and loves to see live music.

To connect with her directly or learn more, contact her at [email protected]


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Digital Anthropologist: The New Role for Marketers

Digital Anthropologist: The New Role for Marketers

May 12, 2022

Steve Gershik

 

Marketing is no longer about simply bringing in new customers. Marketers are also responsible for managing customers to profitability. Our guest Steve Gershik explains why customer management is the new horizon, and how we all need to develop the tools and skills to understand our customers deeply. We must become digital anthropologists, examining customer behaviors and signals to infer the steps needed to serve customers and expand their value. Join us for a lively conversation, beginning with Steve’s notion of the “funnel beyond the funnel” and the surprising origins of the AIDA concept.

About our Guest:

Steve Gershik is a marketing executive and board advisor, based out of California. He was the first head of marketing for Sirius Decisions, a sales and marketing advisory firm now part of Forrester Research. Previously he has served as marketing executive at companies like Eloqua, inRiver, TOA Technologies and previously created the online marketing function for Nuance, now part of Microsoft. He co-founded DemandCon, the first demand generation conference after creating the Eloqua Experience and Markies awards program that Oracle has continued even after acquiring Eloqua. An in-demand speaker at events like Dreamforce, DMA, AMA and Campus Party, Steve stays active in the industry, serving as a marketing mentor to young professionals.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

Too Many Tools, Too Little Think: Tackling the Challenge of Marcom Measurement

Too Many Tools, Too Little Think: Tackling the Challenge of Marcom Measurement

April 28, 2022

Katie Delahaye Paine

 

Marketers are under mounting pressure to demonstrate results. In this episode, the renowned measurement master Katie Delahaye Paine shares her latest tips on how to successfully overcome the challenge while preparing for the new developments ahead. Join us to learn two key reasons this issue persists, why you need to set the right objectives, and how silos and fiefdoms can doom your efforts. Innovative AI-driven tools are on the way, but we must apply them with care.

About our Guest:

Katie Delahaye Paine, aka The Measurement Queen (@queenofmetrics), has been a pioneer in the field of measurement for more than three decades. She was recently awarded the prestigious IPR Jack Felton Medal for Lifetime Achievement, an award given for lifetime contributions in the advancement of research, measurement and evaluation in public relations and corporate communication.

In her consulting practices, she designs measurement dashboards for some of today’s most admired companies. Katie has also been a leading developer and promoter of standards in the PR and social media measurement field. She founded two measurement companies, KDPaine & Partners Inc.(now Carma) and The Delahaye Group (now Cision.) Her latest company, Paine Publishing is the first educational publishing firm entirely dedicated to making more Measurement Mavens. Its newsletter, The Measurement Advisor, is the industry’s most comprehensive source of information about best practices in communications measurement.

Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter, Measuring the Networked Nonprofit: Using Data to Change the World, is the 2013 winner of the Terry McAdam Book Award.

Katie is a Senior Fellow of the Marketing & Communications Center at The Conference Board and a founder and member of the Institute for Public Relations Measurement Commission.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

The Future of Higher Education Marketing

The Future of Higher Education Marketing

April 14, 2022

Brian Hunt

 

The landscape of higher education has experienced major changes, but it is set to undergo a sweeping transformation in the years ahead. A smaller Gen. Z cohort, combined with increased talent demands in the industry bring both threats and opportunities for academic instruction. Who will survive, and how will they thrive? In this week’s episode, we tackle two compelling opportunities: how marketing professionals should evaluate the role of higher education in their career ladder, and how schools should borrow from the B2B playbook to competitively market themselves for the future. Take a listen with our esteemed guest, Chad Mezera, Assistant Dean of Online Programs for the Reed College of Media at West Virginia University. Chad literally “wrote the playbook” on online education, and has turned WVU’s higher education programs into award-winning, innovative online degrees.

About our Guest:

Chad Mezera is the Assistant Dean of Online Programs for the Reed College of Media at West Virginia University (WVU). In this role, he oversees all online courses offered by the college and leads the online programs support team. Before coming to WVU in 2005, Mezera led the internal corporate communications function of a major government IT solutions provider. Prior to that, he planned and executed national and regional marketing campaigns for a non-partisan think tank focused on developing and teaching best practices in federal, state and local government.


WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications.

West Virginia University Marketing Communications 

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