CultivatED Marketer

In the 45th episode of CultivatED Marketer – your go-to marketing professional development podcast – host Brent Bowen explores how AI is reshaping careers and redefining the PESO model (Paid, Earned, Shared, Owned). He lays out how AI is mediating distribution, accelerating content velocity, and shifting measurement toward predictive performance. CultivatED Marketer Ep. 45 —  How AI Is Transforming the PESO Model AI is accelerating a major shift in how marketing professionals build their careers. Where specialization once dominated, today’s landscape rewards adaptable, cross-functional marketers. Much like cross-training in athletics, modern marketers must develop diverse skill sets while maintaining strategic focus. This shift highlights the importance of continuous learning, adaptability, and expanding beyond traditional roles. Understanding AI is no longer optional – it’s a critical component of marketing career growth and long-term success. AI’s Role in Reshaping the PESO Model AI is fundamentally transforming each pillar of the PESO model, creating new opportunities for marketers to lead and innovate. 1. Paid Media: From Optimization to Autonomy AI is automating tactical execution across paid media, from keyword targeting to A/B testing. Automated bidding strategies are outperforming manual efforts, allowing marketers to shift their focus toward creative strategy and differentiation. For marketers seeking marketing leadership insights, this evolution reinforces the need to move beyond execution and into strategic thinking. 2. Earned Media: Enhancing Brand Visibility Earned media is shifting from traditional SEO to AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization). Success now depends on authority, structured content, and high-quality mentions rather than just backlinks. This shift is critical for marketers focused on improving brand visibility in AI-driven search environments. 3. Shared Media: Towards Human-Centric Engagement AI is redefining how content is discovered and consumed on social platforms. Marketers must balance structured, AI-friendly content with authentic, human engagement. This is creating new opportunities to align social media strategy with measurable business outcomes, redefining the role of a company’s typical social media team. 4. Owned Media: Managing Data and Consistency Owned media remains the foundation of brand consistency and discoverability. As AI fragments content distribution, marketers must ensure structured, consistent messaging across all channels. Convergence, Structure, and Career Implications AI is breaking down traditional marketing silos, creating a need for convergence across paid, earned, shared, and owned media. Marketers who understand how these systems connect and how AI influences them will be better positioned for leadership roles. For listeners, the key takeaway is clear: success in modern marketing requires both structural awareness and adaptability. Understanding how AI impacts discoverability, content strategy, and audience engagement can directly influence marketing growth. AI Redefining Marketing Strategies AI’s role in reshaping the PESO model and redefining marketing strategies ensures a promising future for adaptable professionals. Whether you’re a seasoned practitioner or searching for marketing career advice for beginners just entering the field, the opportunity in front of you is significant. Embrace the chance to expand your skill set and lean into AI’s role in our evolving marketing landscape — this is what real marketing career growth looks like in practice. To keep up with these changes, engage with ongoing discussions around AI, brand visibility, and the convergence occurring within marketing organizations. This marketing career advice podcast exists precisely for moments like this one — to help you make sense of seismic shifts and translate them into smarter, more intentional action in your own career. 00:00 AI Career Rethink 02:45 Specialist to Generalist 04:24 PESO Model Basics 05:07 AI Blurs PESO Lines 07:58 Paid Media Autonomy 10:38 Earned Media and GEO 14:52 Shared Media Discoverability 17:29 Owned Media as Foundation 19:50 Convergence and Takeaways

In the 44th episode of CultivatED Marketer – your go-to marketing professional development podcast – hosts Brent Bowen, Julie Masson, and Matt Tidwell, PhD, are joined by Mary-Catherine Reinert, Founder of Fortissima, a firm specializing in multi-sensorial marketing for boutique hospitality and lifestyle brands. Packed with marketing career advice and marketing industry insights, this episode challenges conventional thinking of branding and delivers practical lessons from a marketing leader who built her career by breaking the rules. CultivatED Marketer Ep. 44 —  Sensorial Branding, Bold Identity, and the Future of Marketing with Mary-Catherine Reinert Mary-Catherine Reinert, or “MC” as she’s known, didn’t enter marketing through the front door. She came, as she puts it, through the loading dock. Her career began in corrugated packaging design, evolved through luxury event creation, and ultimately led her to found Fortissima, where she helps boutique hospitality and lifestyle brands build deeper, more intentional connections with their audiences through a framework she calls sensorial marketing. What Is Sensorial Marketing and Why Does It Matter? MC opens the conversation with a concept that most marketers have never considered: sensorial marketing, which she defines as the intentional design of a brand experience across all senses. While most brands live in the sense of sight, MC’s framework – which she’s expanded to seven senses – challenges marketers to think far beyond the visual. Her core question: “What does a brand feel like in your body?” For professionals focused on marketing skills development, this episode offers a genuinely fresh lens for thinking about audience connection. Her process, built through Fortissima’s CereSenseTM methodology, asks brands to discover their “brand brain,” identifying and articulating their senses to create a full, embodied brand experience that translates across both physical and digital environments. From Packaging Designer to Brand Strategist One of the most compelling elements of MC’s story is the marketing career path she blazed for herself. Her degree wasn’t in marketing. Her first industry was corrugated packaging. But she credits that grounding with giving her the discipline to deconstruct what works, study systems with integrity, and think strategically about the entire customer journey from shelf to doorstep. MC expounds marketing career advice for beginners who may feel like they’re on the “wrong” path, sharing how her own story is proof that diverse experience sharpens your edge. From packaging, she moved into luxury event design – corporate galas, nonprofit fundraisers, weddings, conferences – where she observed firsthand how sensory environments create lasting emotional memory. That insight became the foundation for the strategic work she does today. Her trajectory is a masterclass in how to grow your marketing career by following curiosity across disciplines rather than staying in one lane. Staying Grounded Under Pressure: Identity, Fear, and the Traps Brands Fall Into MC draws on her talk “Personality Under Pressure” (a hit at the Kansas City IABC Business Communicator Summit) to explore how brands, and the marketers who steward them, lose their way when fear kicks in. Impulsive discounting, competitor copying, product bloat: MC names these traps clearly and offers a framework for resisting them. Her core insight: “You can’t out-discount, but you can out-do you.” Diluting your brand identity to chase trends or mirror competitors doesn’t just erode your market position, it alienates your most loyal customers. She goes on to explain how to hold the line on brand conviction even when revenue pressure mounts – pivotal advice for marketers in leadership positions. Marketers Working with Company Founders MC’s strategic process always begins inward. Rather than jumping to mood boards and messaging guidelines, she goes deep into what a founder truly believes about the world – what made them create the thing, where they refused to compromise, and the emotional outcome they’re trying to deliver. These root-level insights become the foundation for identity, campaigns, and operational standards. She also tackles a challenge every marketer has faced: the breakdown between vision and operational follow-through. Brand strategy, she argues, too often stays locked inside a founder’s head or on a shelf in a beautifully bound notebook. When it isn’t embedded into team habits and SOPs, execution becomes mood-dependent. For marketing professionals who want to grow in marketing and lead more strategically, this practical marketing lesson bridges the strategy-to-execution gap. Measuring What Matters: Sensorial Branding and ROI For listeners wondering whether sensory branding is just beautiful theory, MC brings it back to earth with refreshing directness: “Vibes don’t pay my invoices.” Her CereSenseTM method is built to bridge the emotional and analytical sides of the marketing brain, tying each sensory touchpoint to measurable KPIs. MC shares a real client example: by implementing 15 additional sensory touchpoints for a lifestyle brand’s conference experience, they saw a 30% year-over-year increase in upsell revenue. Her team measures outcomes like: Return and repeat customer rates Unprompted referrals and reviews aligned with brand voice Website behavior (time on page, room-to-room flow, bounce rate) Rate acceptance without negotiation For anyone working on marketing tips around analytics and brand accountability, this section delivers applicable marketing insights for your brand. Sensorial Marketing in the Digital Space With so much of modern marketing happening online, MC explores how sensory branding translates to digital environments. Her answer is nuanced and practical: your copy has a cadence and even a “scent.” Your brand photography communicates texture. Your social voice in the consideration phase should sound different from your voice in the loyalty phase. The goal, she says, is “frictionless immersion.” When digital touchpoints are consistent and intentional, they trigger memories of physical senses — building loyalty, driving advocacy, and transforming both internal culture and external customer relationships. For the career-focused marketer, MC’s framing offers a genuinely new way to evaluate and audit digital brand experiences. Challenging Marketing Assumptions: What MC Hears Most from Founders MC names two assumptions she challenges most often in her consulting work, and they’ll ring true for anyone who has spent time in a marketing leadership role: “We’re different.” Most brands can describe their functional differences, but few can articulate how their customer feels. MC inverts Maslow’s Hierarchy of Needs as a provocation: stop building from safety and functionality up, and start from self-actualization down. Own who you are first, then work back to execution. “That’s a marketing problem.” When organizations treat themselves as islands rather than ecosystems, blame flows to marketing by default. MC’s reframe: everyone works for marketing, not the other way around. Identity fragmentation is usually an inside job – and fixing it starts with deconstruction, not destruction. For anyone thinking about transitioning into consulting marketing or building a practice as a brand strategist, this section offers a window into lessons from marketing leaders who’ve done the hard work of challenging clients constructively. Marketing Career Growth Through Authentic Self-Expression Throughout the conversation, MC models the very philosophy she teaches: authentic self-knowledge breeds confidence and unapologetic expression. Whether she’s describing her presentation style, often described as high-energy, humor-forward, memorable, or her conviction that marketing should be fun, her point is clear: professionals and brands that own who they are will always outperform those who imitate. This is one of the reasons CultivatED Marketer continues to grow as a marketing career podcast and marketing leadership podcast — to help professionals learn directly from practitioners like MC who have turned unconventional paths into distinctive, impactful careers. Whether you’re searching for marketing mentorship, trying to understand how to become a marketing consultant, or simply looking for marketing career growth inspiration, you’ve found the right place. Connect with Mary-Catherine Reinert LinkedIn Fortissima Brands     00:00 Smell and branding icebreaker 01:37 Personal brand scents 04:49 Key takeaways from MC 10:14 Show intro and guest bio 11:49 What is sensorial marketing 14:39 MC career journey and events 19:18 Staying aligned under pressure 21:52 High energy speaking style 25:48 Authenticity and acronyms 26:53 Founder First Strategy 29:08 Nonprofit Storytelling 31:20 Vision to Operations 34:44 Brands That Nail It 37:18 Proving ROI With KPIs 42:15 Scaling Boutique Hotels 44:52 Breaking Founder Myths 50:12 Digital Sensory Cues 53:34 Final Takeaways 54:57 Where to Find MC

In the 43rd episode of CultivatED Marketer … your go-to marketing professional development podcast, hosts Brent Bowen and Julie Masson, are joined by Ashley Dennison, Founder and CEO of CommsConsultants.com to discuss practical marketing career advice for professionals considering a transition into consulting, along with insights into building a sustainable independent business. Hear real-world insights from industry leaders about navigating the communications and marketing industry. With more than two decades of experience in communications, Ashley has built a platform that connects independent consultants with leaders seeking reliable communication support. CultivatED Marketer Ep. 43: The Truth About Becoming an Independent Consultant (From Someone Who Did It) with Ashley Dennison Ashley’s path to creating Comms Consultants began with a desire for both personal and professional freedom. After experiencing layoffs during her career, she chose to take back control by starting her own business. Her journey highlights a growing trend discussed throughout this podcast for marketing professionals: experienced communicators and marketers seeking new ways to shape their careers outside of traditional agency or corporate roles. Through her work, Ashley now helps connect organizations with experienced consultants who bring expertise in areas such as: internal communications crisis communications public affairs strategic communications leadership Her story offers powerful marketing career advice and inspiration for professionals considering a similar path. Challenges and Strategies in Independent Consulting Ashley highlights resilience as one of the most important skills for success in consulting. Like many entrepreneurs and independent professionals, consultants must learn how to navigate rejection and uncertainty. In this marketing leadership podcast episode, Ashley explains that building a financial cushion and maintaining persistence are critical for navigating the natural “feast and famine” cycles that often occur in consulting work. These insights are especially valuable for marketers thinking about long-term career growth and leadership opportunities outside traditional employment structures. Aspiring Independent Consultant: Taking the Leap For marketers considering independent consulting, Ashley recommends establishing clear timelines and financial benchmarks before making the transition. This strategy allows professionals to evaluate whether consulting is sustainable without immediately returning to traditional employment. Julie also shares her personal experience transitioning into consulting and how setting clear expectations helped her successfully navigate the change. For listeners of this marketing career advice podcast, the discussion provides practical steps for testing consulting while maintaining financial stability. Building a Personal Brand Ashley emphasizes that a strong personal brand is essential for consultants looking to attract opportunities and build credibility. Authentic communication, thought leadership, and consistent engagement – especially on LinkedIn – can significantly expand a consultant’s visibility and influence. See Lynn Zimmerman’s authentic viral LinkedIn post here. Her own experience growing a substantial LinkedIn audience demonstrates how professionals can use digital platforms to establish authority and attract clients. For seasoned or new marketers alike, this marketing professional development podcastprovides practical guidance on how personal branding can open new career opportunities. The Future of Consulting and the Gig Economy Ashley also shares her perspective on the future of communications consulting, and consulting at large, noting the growing reliance on contract talent and the expansion of the gig economy. Many organizations are shifting away from traditional agency models and instead seeking specialized expertise from independent consultants. As AI continues to reshape the communications and marketing industry, adaptable professionals who build strong networks and niche expertise will be increasingly valuable. This conversation reinforces why shows like CultivatED Marketer — a podcast for marketing professionals focused on leadership and career growth — are helping marketers prepare for the evolving future of the industry. Ashley Dennison’s Independent Communications Consulting Journey Ashley Dennison’s journey offers valuable lessons for anyone exploring independent consulting or considering new directions in their marketing career. Her perspective on resilience, personal branding, and industry trends provides practical guidance for professionals navigating an increasingly flexible and dynamic workforce. Sharing her story, and others like it, are why CultivatED Marketer strives to continue growing as a marketing career podcast and marketing leadership podcast — to help marketers learn directly from experienced industry professionals. For more resources and insights from Ashley, follow her on: LinkedIn Her Substack newsletter Solopreneur 101 Comms Consultants   01:22 Meet Ashley Dennison 03:52 From Journalism to Comms 05:58 Going Solo After Layoffs 07:21 Why Build Comms Consultants 14:42 Resilience for Consistent Work 19:32 Taking the Leap Safely 24:01 Commit Full Time 28:11 Future Of Gig Work 31:54 AI And Talent Shifts 34:39 Personal Brand Matters

In the 42nd episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Mike Farag, CEO and Chief Strategy Officer at Fervor, an award-winning strategic marketing agency. Mike shares his journey from the corporate world to building a purpose-driven career, offering powerful insights into career development, professional growth, and aligning personal values with marketing communications across both for-profit and nonprofit sectors. CultivatED Marketer Ep. 42 —  Unlocking Purpose with Cause Marketing: Insights from Mike Farag on Marketing Communications Mike’s path toward purpose-driven work began with a life-changing mission trip to Haiti in July 2008. There, he met a young orphan named Daniel whose joy and resilience reshaped Mike’s understanding of success and fulfillment. That moment ultimately led Mike to transition from his corporate role at Sprint into work centered on impact and meaning. As Mike discussed his shift into nonprofit marketing, he highlighted the importance of adapting marketing communications strategies to connect with diverse audiences. Navigating this transition required intentional learning, empathy, and a commitment to continuous professional development – especially when moving between corporate and nonprofit environments. Despite the challenges, Mike found renewed purpose in helping organizations build brands that truly matter. Building Organizational Trust Through Internal and External Communications On building brand trust, Mike says he draws a lot of inspiration from Cory Sheer, emphasizing the difference between brand awareness and genuine brand trust, noting that trust is built through consistent, authentic internal communications and external communications. For nonprofits in particular, investing in thoughtful communication strategies is essential for building long-term relationships with donors, stakeholders, and communities. Mike encouraged organizations to move beyond a scarcity mindset and view communication as a core function, rather than a luxury. This approach reinforces transparency, strengthens leadership credibility, and supports sustainable organizational growth. The Role of Organizational Culture in the Success of a Brand Julie calls out a study done and how St. Jude is the most trusted nonprofit organization, and they achieved this by spending over $100M in marketing. Mike shared practical advice for leaders focused on professional development, starting with simple but powerful internal actions. Regular, authentic communication from leadership plays a critical role in shaping culture and alignment. As Mike put it, “Culture begets communication, and communication begets culture.” Drawing from his book, Marketing with Fervor, Mike outlined a framework that helps organizations articulate purpose, clarify messaging, and build cohesive marketing strategies. These principles support both marketing professional development and healthier internal cultures – ensuring organizations grow from the inside out. Translating Organizational Purpose into Day-to-Day Decisions While some industries struggle with purpose-driven branding in polarized environments, as noted in the interview with Fred Cook and the Annenberg study, Mike believes purpose remains essential for nonprofits and mission-driven organizations. Purpose provides clarity, direction, and authenticity – key ingredients for meaningful career development and organizational impact. Mike’s perspective reinforces the value of communication professional development rooted in integrity and consistency. By showing up as the same person in every setting, leaders can foster trust, strengthen culture, and build brands that resonate deeply with their audiences. Mike Farag’s story is a compelling reminder that professional growth doesn’t have to come at the expense of personal values. By aligning purpose with marketing communications, leaders can create meaningful change while advancing their own career development.     03:07 The Importance of Nonprofit Communications 06:21 Mike Farag’s Journey from Corporate to Nonprofit 09:31 Challenges and Strategies in Nonprofit Marketing 17:49 Building Organizational Trust and Effective Marketing for Nonprofits 24:42 Overcoming Scarcity Mentality in Nonprofits 27:35 Google’s Secret Sauce and Nonprofit Challenges 29:42 Integrating Purpose and Career 33:11 Translating Purpose into Action 35:44 The Future of Cause Marketing 41:29 Building Organizational Trust with Internal Communications  

In the 41st episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Jonathan Mast, a Kansas City-based marketer who transitioned from digital and social media marketing to event marketing. Jonathan discusses the evolution of event marketing, particularly in the age of AI, and provides valuable tips for anyone looking to make their events memorable and impactful. With more than 17 years of experience across digital media, branding, and external communications, Jonathan brings practical insights for communications professionals looking to sharpen their skills and grow their careers. CultivatED Marketer Ep. 41 —   Why Event Marketing Is Making a Massive Comeback with Jonathan Mast Jonathan’s path into event marketing was unplanned – but transformative. While working at Sedgwick, he noticed missed opportunities to extend the value of live events beyond the room. That realization sparked new strategies such as post-event video content, live social engagement, and follow-up storytelling that strengthened both external communications and audience trust. This approach highlights a core principle of effective marketing communications: events shouldn’t end when the doors close. Instead, they can become powerful tools for communication professional development, helping marketers build community, credibility, and long-term engagement. Jonathan also emphasizes that great event marketing relies on meticulous planning. From logistics to thoughtful details like branded hand towels, every touchpoint contributes to the experience, and to the brand story being told. The Resurgence of In-Person Events and Career Development Opportunities As digital tools evolve and misinformation becomes easier to spread, Jonathan believes authenticity is more valuable than ever. To answer the question, “why brands should do in person events,” he echoes Mark Cuban’s prediction that fueled by the desire for genuine human connection, in-person events will continue to rise. For early-career marketers, event marketing offers hands-on opportunities for professional growth that can accelerate career development. Live events build skills in relationship management, storytelling, leadership, and adaptability – core competencies for anyone pursuing professional development for communications professionals. Leadership Lessons That Support Professional Growth Jonathan credits much of his success to mentors who emphasized kindness and confidence over ego. His leadership philosophy, “confidence over cockiness,” aligns closely with sustainable internal communications and team-building practices. For those navigating their own continuous professional development, Jonathan encourages collaboration, humility, and empathy. These qualities not only strengthen teams internally but also improve how brands show up externally. Technology, AI, and the Future of Event Marketing Communications Even in traditional industries like workers’ compensation, Jonathan sees technology reshaping how marketers connect with audiences. From personalized digital experiences to AI-powered insights, adaptive strategies are becoming essential for effective external communications. Jonathan believes future success lies in blending technology with human insight — an approach that reflects strong continuing professional development and keeps marketers competitive in a rapidly evolving landscape. With respect to communications and marketing, the group discussed reaching people where they are at and mention of the following generational communications preferences: Jonathan Mast’s insights underscore the growing importance of event marketing as a strategic pillar of marketing communications and professional growth. By combining thoughtful planning, authentic connection, and evolving technology, marketers can drive meaningful engagement while advancing their own career development. You can connect with Jonathan on LinkedIn.       01:43 Jonathan’s Career Journey 02:10 Event Marketing Insights 04:17 Early Days of Social Media 08:03 Transition to Event Marketing 14:19 Event Planning Essentials 19:55 Ensuring Timely Delivery of Promised Materials 20:43 The Impact of Technology on Meetings 22:15 Artificial Intelligence and the Milli Vanilli Effect 23:47 The Challenges of Virtual Meetings 25:22 The Future of In-Person Events 26:22 Event Marketing in the Age of AI 35:05 Leadership Lessons and Career Advice 37:23 Final Thoughts on Event Marketing

In the 40th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, are joined by Kim Derrick Rozdeba. Derrick shares with us about his impressive journey of over 30 years, insights into building iconic Fortune 500 brands, and his recent foray into fiction with his debut novel. We cover a variety of topics including the importance of community in professional development, the five Cs of branding, and the challenges and triumphs of brand consistency. CultivatED Marketer Ep. 40 —  The 5 C’s of Brand Identity with Kim Derrick Rozdeba The discussion opens with Derrick’s intriguing dual identity: “Kim,” his fictional writing persona, and “Derrick,” his corporate branding strategist persona. This dual perspective reflects the balance between creative storytelling and strategic external communications—an interplay central to modern marketing communications. He shares how he crafted his debut novel Balance of Evil while simultaneously shaping Fortune 500 brands through strategic planning, internal communications, and executive influence. The Five Cs of Branding Derrick introduces his renowned Five Cs of Branding—a powerful framework that aligns perfectly with continuing professional development for marketing and communications professionals: Commitment: Brands must anchor themselves with purpose and vision, much like Estee Lauder’s iconic “jar of hope.” Construct: Logos, style, tone, and identity form the visual and emotional construct of a brand. Community: Employees, customers, and stakeholders form the community that carries a brand’s message—an essential concept in external communications. Content: Marketing communications, public relations, and storytelling fuel brand awareness and trust. Consistency: Brand loyalty grows when messaging, design, and values remain steady over time, as seen with Oprah Winfrey and long-standing Fortune 500 campaigns. Insights from Experience: Professional Development and Branding Success Derrick then reflects on pivotal moments in his career, highlighting how embracing uncertainty can be essential for continuous professional development. Brent and Matt connect these insights to the theme of professional growth, encouraging listeners – especially those seeking marketing professional development – to take bold steps outside their comfort zone. His stories from global agencies like Ogilvy offer a masterclass in leadership and communication professional development. The Role of Community in Professional Growth A recurring theme is community – a cornerstone of both career development and professional development for communications professionals. Derrick emphasizes the importance of joining professional organizations, especially in a climate where membership is declining. The hosts discuss how community-driven learning fuels both internal and external communications success, offering support and shared expertise that can accelerate continuous professional development. A Personal Take on Brand Loyalty Derrick shares memorable anecdotes demonstrating how small, human-centered actions can create lifelong brand loyalty. One story highlights how a bank manager’s simple gesture – offering space for a book launch – became a powerful example of authentic marketing communications and customer-focused engagement. These moments, he explains, reinforce the value of consistency, trust, and meaningful professional relationships. We encourage you to explore Kim Derrick Rozdeba’s books, or connect with Derrick on LinkedIn.   01:37 The Importance of Personal and Corporate Branding 02:31 Derrick’s Branding Expertise and Career Highlights 04:41 Introduction to the Five Cs of Branding 08:22 Derrick’s Journey and Writing Career 12:32 Deep Dive into the Five Cs of Branding 16:48 Consistency: The Hardest C to Master 18:19 Derrick’s Role in the IABC and Branding Success Stories 21:35 The Evolution of Logos in a Visual World 22:23 Successful Rebranding Strategies 23:03 Case Study: Kraft and Heinz 23:31 Branding from Scratch: A Telecom Example 24:56 The Power of Consistency in Branding 26:50 Personal Branding Insights 27:38 The Inspiration Behind ‘Omics’ 29:19 The Importance of Small Interactions 33:11 Advice for Career Reinvention 36:53 The Value of Professional Communities

In the 39th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson, are joined by Purna Virji, Principal Consultant of Content Solutions at LinkedIn. Together, they delve into practical strategies for sharing thought leadership on LinkedIn, optimizing content creation, and leveraging the platform for professional growth. Purna offers valuable insights on the importance of quality content, effective commenting, and video engagement, as well as tips for founders to manage their LinkedIn presence without burnout. Don’t miss this actionable guide to enhancing your LinkedIn success! CultivatED Marketer Ep. 39 —  Sharing Engaging Expertise on LinkedIn with Purna Virji In the rapidly evolving realm of professional networking and digital marketing communications, LinkedIn stands out as a powerhouse platform for developing personal and corporate brands. Purna Virji, Principal Consultant of Content Solutions at LinkedIn and a globally recognized content strategist, shares her insights to help illuminate pathways for marketing professionals pursuing career development, professional growth, and more effective communication professional development. The Shift from Reach to Resonance One of the most significant trends Purna highlighted is the shift from merely seeking reach to fostering resonance. With the rapid influx of content amplified by AI, generic strategies no longer hold sway. To stand out, content needs to be genuinely engaging and aligned with modern marketing communications best practices. Purna stressed the importance of leveraging executive presence to build trust – an essential skill for anyone invested in continuing professional development on platforms like LinkedIn. Navigating the LinkedIn Algorithm There’s substantial discussion around changes in the LinkedIn algorithm, with diverse opinions on its impact. Purna emphasized that despite the chatter, positive shifts are elevating meaningful content over low-value tactics. She encouraged consistency, prioritizing dialogue over monologue, and leaning into video content – which typically sees twice the engagement. These insights are particularly valuable for marketing professionals aiming to strengthen their communications strategies across digital channels. Building a Community Over Pursuing Reach Another key takeaway was the importance of prioritizing community over pure reach. By focusing on quality interactions and nurturing an engaged audience, users naturally expand their influence. This philosophy aligns directly with the goals of marketing professional development, where building relationships and fostering trust often matter more than vanity metrics. Purna encouraged listeners to bring their lived experiences forward. Unlocking Executive Thought Leadership Diving into thought leadership, Purna outlined common pitfalls in executive communications. Many executives default to talking at their audiences rather than engaging with them. For executives looking to strengthen their communications skills or build an audience, shifting toward audience-centric storytelling is essential. By focusing on what audiences care about most, leaders can elevate the impact of their messages and strengthen organizational reputation. Her Founder-led Sales And Marketing Never Ends guide walks leaders through key steps on how to turn expertise into trust and revenue. In fact, she points out that organizational leaders can achieve real ROI using LinkedIn. She provides Hootsuite as one example. Empowering Content Creation with AI As AI reshapes content creation, Purna underscored that foundational marketing principles still matter. AI can enhance efficiency, but the human ability to interpret nuance, emotion, and context remains irreplaceable. For marketing and communications professionals, AI serves as a powerful tool – as long as it complements, rather than replaces, strategic judgment and creativity. Career Insights and Mentorship Reflecting on her career, Purna shared the importance of mentorship, collaboration, and community uplift – core elements of sustainable career development. She showcased the evolving landscape of LinkedIn as a vital platform for meaningful engagement and strategic growth. By embracing authenticity, audience-first communication, and community-driven content strategies, marketers can elevate both their skills and influence. Click the links to connect with Purna Virji on LinkedIn, buy her book High Impact Content Marketing, or to find Purna’s Founder Led Growth Cheat Sheet.   02:04 The Value of Scrolling LinkedIn and Marketing Strategy 03:37 Integration and Full Funnel Content Strategy 05:58 Reaching the Right Audience on LinkedIn 07:43 Introduction to Purna Virji and Her Expertise 09:04 Shifts in Content Strategy on LinkedIn 11:12 Navigating LinkedIn’s Algorithm Changes 17:10 The Importance of Community and Engagement 21:13 Thought Leadership and Audience-Centric Content 23:04 The ‘You’ Attitude in Communication 23:33 Introducing the Founder-Led Sales and Marketing Playbook 25:12 Authentic Engagement on LinkedIn 31:19 Leveraging AI in Content Creation 32:20 Essential Skills for Content Strategists 38:29 Purna’s Career Journey and Insights  

In the 38th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD, explore public service communications with our guest, Jazzlyn Johnson, Director of Communications for the Jackson County Prosecutor’s Office. She offers invaluable insights into professional growth and the transition from journalism to public relations. This conversation is perfect for those pursuing career development in communications or seeking inspiration from leaders who thrive under pressure. CultivatED Marketer Ep. 38 — Leading with Empathy in the High-Stakes World of Public Service Communications with Jazzlyn Johnson Jazzlyn’s career began in journalism, where she quickly learned the power of storytelling in serving her community. Her move into public service communications revealed the unique challenges of government work, where internal and external communications play a critical role in maintaining transparency and public confidence. The shift from newsroom deadlines to navigating legal communications helped her understand how communication professional development can directly influence public perception and trust. Building Public Trust Much of Jazzlyn’s focus centers on combating misinformation and fostering understanding through strategic messaging and community outreach. She leads initiatives like the Understanding the Justice System video series, which bridges gaps between the public and the prosecutor’s office. For professionals focused on continuous professional development in marketing and communications, Jazzlyn’s approach demonstrates how effective messaging can transform complex topics into relatable, transparent stories that strengthen public trust. The Art of Crisis Communication When crises arise, communicators must remain steady, clear, and authentic. Jazzlyn shares how strong media relationships and emotional intelligence are essential tools in communication professional development. Her insights on handling public scrutiny, responding to misinformation, and maintaining composure under pressure offer a real-world perspective for those advancing their marketing professional development. Advice for Aspiring Communicators For those at the start of their communications careers, Jazzlyn encourages curiosity, mentorship, and resilience. She highlights how continuing professional development helps communicators evolve as they adapt to new technologies and media landscapes. Her advice: focus on building meaningful relationships, learn from mistakes, and seek mentors who challenge you to grow both personally and professionally. She also mentions how prominent a role mentorship has played in her career, specifically calling out her mentor Morgan Said, former Chief of Staff for Mayor Lucas of Kansas City.   Jazzlyn Johnson’s journey exemplifies the power of leadership and communication in public service. Her story is a reminder that professional development for communications professionals is not just about learning new skills – it’s about understanding how authenticity, empathy, and strategy intersect to build trust and inspire change.   You can connect with Jazzlyn Johnson on LinkedIn or the Jackson County Prosecutors office on Facebook or X.     00:00 Leading with Empathy with Jazzlyn Johnson 01:06 Early Career Transitions and High-Pressure Environments 02:56 The Importance of Empathy and Trust in Communications 06:18 Challenges and Strategies in Public Service Communications 06:41 Interview with Jazzlyn Johnson: Background and Career Insights 08:15 Lessons from Journalism and Public Service 14:25 Building Public Trust and Handling Misinformation 23:02 Advice for Young Communicators and Career Reflections 27:05 Conclusion and Final Thoughts

In the 37th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson share the most powerful takeaways from recent guests — covering crisis communications, leadership, social media strategy, and professional growth. Together, they reflect on past guest conversations, offering listeners valuable lessons in marketing communications and career development. CultivatED Marketer Ep. 37 — Secrets Behind Great Communicators: Lessons from 4 Industry Leaders With the addition of Julie, everyone is bringing a renewed sense of focus to continuing professional development within the marketing and communications field. Julie’s fresh perspective has energized the dialogue around professional growth, inspiring marketers to think differently about their own communication professional development. The team plans to revisit and refresh key insights every few episodes, ensuring continuous learning and reflection. Lynn Zimmerman: Change in Communication Lynn Zimmerman’s episode delivered profound insights on internal communications and managing organizational change. Her expertise in change management underscored how communication professional development and effective strategy drive success in both nonprofit and corporate environments. Julie emphasized how Lynn’s advice applies to mission-driven organizations, reinforcing the importance of clear communication to support internal alignment and external impact. Fred Cook: Forecasting Change Fred Cook, director at the USC Annenberg Center for Public Relations, shared leadership lessons rooted in adaptability and continuous professional development. His reflections on mentoring future communicators highlighted the power of curiosity and creativity in career development. Fred’s belief in stepping outside comfort zones resonated deeply with the hosts and listeners alike, serving as a reminder that growth often starts with risk-taking. Amy Whitfield: The Art of Crisis Communications Amy Whitfield’s conversation centered on the complex, high-pressure world of crisis communications – a vital component of external communications strategy. She revealed how thoughtful planning and empathy work hand-in-hand during difficult moments, offering communicators an example of professionalism under pressure. Julie and Matt highlighted Amy’s insights as essential learning for those pursuing professional development for communications professionals. Valerie Morrow: Strategic Social Media Management Valerie Morrow of Dairy Farmers of America discussed how to align social media strategy with broader marketing communications goals. Her emphasis on data-driven storytelling, authenticity, and community-building offered actionable takeaways for marketers in the digital era. Brent also praised Valerie’s approach to focusing on strategy rather than trends – an important principle for anyone invested in marketing professional development. Looking Ahead: Exciting Guests and Conversations The CultivatED Marketer team looks forward to upcoming guests Jazzlyn Johnson and Perna Vierge, who will expand the discussion on communication professional development and career development. Jazzlyn, the director of communications for a local prosecutor’s office in Kansas City, will share advice for early-career professionals, while Perna Vierge from LinkedIn will unpack algorithm changes and effective engagement tactics for external communications.   Stay tuned for more inspiring episodes that challenge how marketing and communications professionals approach learning, leadership, and collaboration in today’s evolving industry.   00:00 Introduction and Episode Overview 01:32 Meet the Hosts 01:45 Recap of Recent Guests 02:52 In-Depth Discussion on Lynn Zimmerman 12:38 Insights from Fred Cook 20:03 Crisis Communications with Amy Whitfield 26:06 Social Media Strategy with Valerie Morrow 33:52 Upcoming Guests and Future Episodes 36:04 Closing Remarks and Call to Action

In the 36th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sat down with Valerie Morrow, Director of Social Media at Dairy Farmers of America. Valerie is a seasoned social media leader with nearly 15 years of experience, and explores with the group how marketing communications strategies can adapt in a fast-changing digital environment, integration of data and storytelling, the impact of AI on social media, and the evolving role of social platforms in SEO. Don’t miss Valerie’s expert tips on creating intentional content, building engaged communities, and managing social media strategies effectively. CultivatED Marketer Ep. 36 — Data and Storytelling in Social Media: Valerie Morrow’s Playbook Valerie’s career in social media may have chosen her, but her journey is marked by strategic foresight. While at the University of Central Missouri, Valerie began exploring how social media could fulfill business needs, discussions that laid the groundwork for her career in communication professional development. By consulting with marketing leaders, she identified an emerging opportunity: social media. As she puts it, the key was to be “solution-oriented” — a mindset that supports career development for anyone in the field. The Intersection of Data and Storytelling Valerie emphasizes the power of combining data analytics with storytelling. “They tell a complete story when brought together,” she says. At Dairy Farmers of America, where Valerie is the Director of Social Media, blending long-form storytelling with analytics has been transformative. By using both qualitative insights and strategic narrative construction, her team has revolutionized their marketing professional development efforts—shifting from long-form stories to dynamic video content that drives both internal and external communications. Focus, Not Fads: Strategy Over Tactics One constant in the social media world is change, whether it be platform algorithms or emerging technologies. Valerie encourages a focus on strategy rather than tactics. “Social strategy is more than just posting or chasing trends,” she remarks, advocating for purposeful engagement over mere presence. This aligns closely with the kind of continuing professional development that marketers and communicators need to thrive. By narrowing focus on what aligns with an audience and organizational goals, leaders can strengthen both internal communications and external reach. Staying Ahead with Community and Authenticity Despite the rapid evolution of social platforms, Valerie firmly believes the future lies in blending AI, community, and trust. AI is transforming content creation and analytics, but it cannot replace the human touch in storytelling. She underscores that brands must maintain authenticity to meet the growing audience demand for genuine connections. These insights are key for professional growth and for those pursuing continuous professional development in digital marketing and communications. Beyond operational insights, Valerie offers personal reflection, sharing that effective social media management involves asking “the right questions” to shape impactful strategies. This approach reflects the essence of professional development for communications professionals, reminding marketers to remain curious, adaptable, and intentional in their work. Looking Ahead to Social Media’s Future For those leading teams or embarking on personal development journeys in social media, Valerie suggests managing goals with intent and aligning them with broader organizational objectives. Her approach to layering innovation onto existing strategies is a blueprint for long-term success in marketing communications and career development. To gain further insights or connect with Valerie, she can be reached on LinkedIn. For those seeking excellence in social media and communication professional development, her journey and lessons provide invaluable guidance on how to thrive in today’s evolving digital landscape.   00:00 Introduction to Episode 36: Social Media Insights with Valerie Morrow 01:15 Pre-Interview Discussion: Highlights and Key Takeaways 07:22 Valerie Morrow’s Career Journey and Social Media Expertise 11:16 Blending Data and Storytelling in Social Media 17:42 Authenticity and Innovation in Social Media Strategy 18:27 Navigating the Ever-Changing Social Media Landscape 23:31 Galvanizing Friends for a Road Trip 23:52 Nostalgic Memories and Corn Nuts 24:23 SEO and AI: The New Symbiotic Relationship 25:47 The Evolution of Social Media Content 31:09 Challenges in Social Media Strategy 35:00 Future Trends in Social Media 37:26 Insights from a Master’s Experience 42:32 Effective Goal Setting and Team Management 46:44 Conclusion and Final Thoughts

In the 35th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen and Matt Tidwell, PhD are joined by PR legend Fred Cook, former CEO of Golin and current director at the USC Annenberg Center for Public Relations. He offers invaluable insights into leadership qualities he experienced through his remarkable career, and shares his experiences, his transition from PR to academia, and his vision for the future of the industry. This episode is a must-listen for communications and marketing professionals looking for fresh perspectives on leadership and continuous professional growth. CultivatED Marketer Ep. 35 — “Unconventional” Is the Key to Professional Growth according to Fred Cook Fred Cook’s journey is a testament to the value of diverse life experiences. Before ascending to the top of a leading PR firm, Fred’s unorthodox career path saw him working as a hotel doorman, teaching junior high school, and even starting a ride service for late-night revellers. These varied roles contributed significantly to his later success, as highlighted in his book, Improvise: Unconventional Career Advice from an Unlikely CEO. Fred emphasizes that real-world experiences cultivate creativity, courage, and confidence—crucial traits for anyone seeking career development in marketing and communications. Leadership Lessons from Iconic CEOs During his tenure as CEO of Golin, Cook worked with some of the most influential leaders, including Steve Jobs, Herb Kelleher, and Michael Eisner. Each had a distinct leadership style, yet shared common traits such as determination and risk-taking. Cook believes these qualities are vital for success and aims to instill them in his students, teaching them that leadership transcends personality and is rooted in relentless pursuit and resilience—insights that apply directly to professional development for communications professionals. The Importance of Adaptability and Trust Cook recounts his time working with international clients like Nintendo, highlighting the importance of persistence and adaptability. A pivotal moment came when, despite opposition, he successfully convinced Nintendo’s president to implement a marketing strategy that shaped their relationship for decades. This story illustrates how trust, adaptability, and clear external communications can forge long-lasting partnerships and drive success. Reinventing Corporate Culture with G4 Innovation has always been at the heart of Fred’s leadership. At Golin, he spearheaded a cultural shift to a more flexible structure known as G4, transforming how PR functions are organized and delivered. To underline his commitment, Fred famously got a tattoo of the G4 logo, a gesture solidifying the permanence and significance of the initiative. This bold move reflects his belief in more than just walking the walk, but inspiring others through action—a lesson in building stronger company culture through purposeful intentional communication. Transitioning to Academia: Inspiring Future Leaders After an illustrious career in PR, Fred transitioned to academia, driven by a desire to test the theories outlined in his book and to nurture the next generation of creative thinkers. At USC, he encourages students to venture outside their comfort zones, embrace new experiences, and cultivate a mindset of lifelong learning. He argues that reinvention is necessary for the evolving landscape of PR, with AI and digital transformations reshaping communication professionals development. Navigating the Future of PR As director of the Annenberg Center for Public Relations, Fred continues to drive forward-thinking initiatives. He underscores the need for continuing professional development, especially in understanding and leveraging AI. Fred suggests that young professionals who immerse themselves in emerging technologies will have a competitive edge in the job market. Despite the challenges facing the PR industry, including political polarization and evolving media platforms, he remains optimistic. Reflecting on trends like AI branding and the role of purpose-driven communication, Fred stresses the importance of adaptability and curiosity in shaping successful marketing professional development strategies. The report about generative engine optimization (GEO) will be featured in our notes soon. In the meantime, learn a bit more about GEO here. The Unconventional Path to CEO Fred Cook’s career serves as an inspiring blueprint for anyone navigating the complex world of communications. By embracing unconventional paths, fostering creativity, and committing to lifelong learning, Fred exemplifies the leadership qualities needed to thrive in ever-changing environments. His journey reminds us that success is less about following a traditional route and more about forging your own path and daring to be different—insights every communications professional can use to advance their career development and grow through continuous professional development.   00:00 Introduction to Fred Cook’s Unconventional Career 01:16 Fred Cook’s Background and Career Path 02:08 Insights from Fred Cook’s Book 03:16 Fred Cook’s Life Lessons and Advice 07:34 Fred Cook’s Work with High-Profile Clients 19:31 Fred Cook’s Innovative Leadership at Golin 22:46 Transition to Academia and Teaching 23:33 Balancing Two Careers: From CEO to Professor 24:18 Encouraging Bold Thinkers in PR 24:41 The Importance of Broadening Perspectives 26:57 Conformity vs. Individuality in the Workplace 29:41 Persistence Pays Off: The Ask the Captain Story 35:34 The Future of PR: AI and Polarization 44:33 Final Thoughts and Farewell

In the 34th episode of CultivatED Marketer – your go-to professional development podcast for marketing and communications professionals – hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson sit down with Amy Whitfield, a communications and crisis communications specialist who frequently works with churches and faith-based organizations. Amy’s journey into crisis communications was unplanned but became a cornerstone of her career. Her insights offer valuable lessons in marketing communications, internal communications, and career development for anyone navigating high-stakes communication challenges. This episode is a must-listen for communications and marketing professionals wanting to learn about crisis communications and how they intertwine with marketing communications strategies. CultivatED Marketer Ep. 34 — Crisis Communications Secrets Every Marketing Pro Must Know with Amy Whitfield Amy’s introduction to crisis communications came unexpectedly, but she quickly developed the instincts needed to manage chaos with clarity. Her political science background and denominational work helped her build a strong foundation in communication professional development, allowing her to guide organizations through sensitive moments while maintaining trust and credibility. Developing a Crisis Communication Plan Crisis communication, Amy explains, requires more than strategy—it demands practice, resilience, and continuous learning. Over the past decade, she has developed her “muscles” for crisis response through real-world experience in Southern Baptist Convention. For communicators committed to professional growth, she recommends resources such as Crisis Communications: A Case Book Approach and You’re It: Crisis, Change, and How to Lead When It Matters Most. These tools support continuing professional development and encourage a mindset of growth in high-pressure communication roles. Aligning Marketing Communications with Crisis Response One of Amy’s key takeaways is the need to align marketing communications with crisis messaging. Whether pausing campaigns, adjusting tone, or creating unified statements, organizations must balance marketing with internal and external communications. Amy emphasized that close collaboration between marketing and communications teams is vital for organizational reputation, especially when addressing external stakeholders. This integrated approach is also central to marketing professional development, teaching communicators how to adapt strategies across departments. Preparation and Crisis Response Strategies Preparation is at the heart of effective crisis management. Amy shared best practices in internal communications, including building a crisis response team, designating media liaisons, and mapping out communication channels. These strategies help organizations respond quickly, protect reputations, and maintain credibility with employees and external audiences alike. For those investing in professional development for communications professionals, mastering internal planning and execution is a key skill set. Keeping Humanity at the Core of Messaging Beyond tools and strategies, Amy reminds communicators to keep humanity at the center of crisis work. Empathy, compassion, and authenticity build trust with affected communities and teams. For professionals focused on career development in communications, cultivating these traits is just as important as mastering technical skills. Professional Development for Communications Professionals Amy Whitfield’s expertise illustrates why crisis communications is such a valuable area of focus in the broader field of marketing communications. Her advice reinforces the importance of preparation, alignment across internal and external communications, and continued investment in communication professional development. To learn more about Amy or connect with her work, find her on LinkedIn.       00:00 Crisis Communications with Amy Whitfield 01:19 Upcoming Episodes and Guest Lineup 02:04 Meet Amy Whitfield: Crisis Communications Expert 04:07 Diving into Crisis Communications 05:46 Amy Whitfield’s Journey into Crisis Communications 14:25 Common Crises in Nonprofits and Faith-Based Organizations 18:01 Preparing for a Crisis: Tips and Strategies 22:01 Collaboration Between Marketers and Communications Professionals 27:15 Continuous Learning and Final Thoughts 29:03 Conclusion and Where to Find More Information  

In the 33rd episode of CultivatED Marketer—a professional development podcast for communications professionals—hosts Brent Bowen, Matt Tidwell, PhD, and Julie Masson welcomed Lynn Zimmerman, CEO and Chief Strategist of Swing Communication. With over 25 years of experience in internal communications and change communication, Lynn shared valuable insights on managing change strategically and how effective marketing communications can support organizational success. This episode is a must-listen for professionals focused on continuing professional development in the fast-evolving world of corporate communications. CultivatED Marketer Ep. 33 — Effective Change Communication and Strategic Internal Comms with Lynn Zimmerman Lynn Zimmerman began her unexpected journey into the world of journalism and communications at the University of Kansas, where her initial focus was not on communication. However, after realizing her passion for business and communication, she pivoted to a career in strategic communications, eventually leading her to become a specialist in change communication. Her extensive experience includes roles at Sprint and T-Mobile, where she honed her skills in internal and change communication, ultimately founding her firm, Swing Communication in 2012. Understanding Change Communication Lynn defines change communication as the intentional, strategic messaging of information surrounding events that are temporary but disruptive, such as mergers, organizational restructuring, or technology rollouts. The goal, according to Lynn, is not to excite employees about change but to guide them towards acceptance and readiness to adapt. She emphasizes the importance of behavior change as the intersection of change communication, internal communication, and change management. Effective change communication ensures employees understand their roles and the impact of changes, fostering a smoother transition. The Strategic Role of Internal Communications in Organizational Culture Internal communication, as Lynn describes, plays a critical role in maintaining company culture and preparing organizations for change by reinforcing mission-driven messaging. By consistently communicating company values, vision, and mission, internal communications lay the groundwork for change readiness, ensuring that employees understand why changes occur and how they align with the company’s strategic goals. Common Communication Challenges and Career Growth Opportunities Lynn discusses common pitfalls companies face, including the outdated “spray and pray” method of communication, where information is disseminated broadly without regard for audience segmentation. She emphasizes the importance of understanding audiences, especially frontline employees, and tailoring communication strategies to meet varied needs. Highlighting the power of middle managers as trusted communication conduits, Lynn underscores the necessity of equipping these leaders with the proper tools through communication professional development. AI and the Future of External Communications With technology continually evolving, Lynn is excited about the potential of AI to transform both internal and external communications landscapes. She pointed out how AI can free communicators’ time for strategic tasks while cautioning against leaving AI implementation solely to IT departments. Instead, Lynn advocates for communicators to actively participate in AI discussions to ensure these tools are aligned with strategic communication goals. Building a Communications Career: Networking, Consulting, and Continuous Learning For those considering venturing into consulting or starting their own business, Lynn stresses the importance of networking. Her involvement with the International Association of Business Communicators (IABC) has been pivotal in building relationships and gaining opportunities. Lynn believes that engaging with professional organizations, volunteering, and sharing knowledge freely are key to professional development for communications professionals. Elevating Your Professional Development in Marketing Communications Lynn’s expertise offers valuable lessons in the realm of change communication and internal strategy. From managing change to leading cultural transformation, communicators who invest in career development, continuing professional development, and strategic upskilling will continue to thrive. By understanding both the human and strategic facets of communication, organizations can navigate change more effectively and build resilient and adaptive workforces. As change continues to accelerate in today’s world, communicators serve as strategic partners in aligning business objectives with employee engagement, ensuring both short-term adaptability and long-term success.   Find Lynn Zimmerman on LinkedIn     00:00 Introduction and Welcoming Julie 00:38 Introducing the Guest: Lynn Zimmerman 02:05 Lynn’s Career Journey and Insights 05:24 From Corporate to Independent: Lynn’s Leap 11:46 Understanding Change Communications 22:10 Challenges and Strategies in Change Communications 29:57 Effective Communication Strategies for Managers 30:37 Challenges and Solutions in Internal Communications 31:41 The Role of Internal Comms in Organizational Change 34:51 Daily Tasks of a Change Communications Consultant 36:57 Networking and Professional Development 46:03 The Impact of AI on Communications 52:18 Final Thoughts and Personal Insights

In the 32nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, are thrilled to introduce Julie Masson, a dynamic new voice and our newest co-host. With over 15 years of experience in the nonprofit sector, Julie brings a fresh perspective on career development and nonprofit communications. Her journey to becoming a fractional Chief Communications Officer and her deep-rooted passion for helping mission-driven organizations make her a perfect fit for our audience of communications professionals. CultivatED Marketer Ep. 32 — A New Voice for Cultivated Marketer and Renowned Thought Leader in Nonprofit Communications. Welcome Julie Masson! Brent and Matt enthusiastically welcome Julie to the CultivatED Marketer family. They reflected on the process of selecting a co-host who could elevate conversations around internal communications and marketing strategy. Julie’s professional background and commitment to communications excellence—particularly within nonprofits—aligns seamlessly with the podcast’s mission: to support ongoing professional development in marketing communications. Julie’s relationship with both co-hosts dates back to her time in the University of Kansas’ Integrated Marketing Communications master’s program. Now, as a communications leader, she brings a valuable perspective on how professionals can grow their careers across various sectors, especially in nonprofit and purpose-driven roles. Why Nonprofit and Internal Communications Matter Julie’s passion for nonprofit communications was evident from the start. She spoke about the communication challenges that nonprofit organizations often face—especially when it comes to internal communications. Whether it’s misalignment between staff and leadership or the absence of a clear external messaging strategy, Julie is dedicated to bridging these gaps. Her focus on improving both internal team dynamics and external stakeholder communication ensures nonprofits can effectively fulfill their missions. Supporting Career Development Through Fractional Leadership Julie’s career path—from education to nonprofit leadership to her current role as a fractional communications officer—highlights the importance of career development and flexibility in the evolving marketing landscape. She discussed how fractional leadership allows her to support multiple organizations that may lack full-time communications staff, helping them build solid marketing foundations, strategic plans, and consistent messaging for both internal and external audiences. Advice to Aspiring Communicators Julie shared her insights on why nonprofit work is a powerful launchpad for those pursuing careers in marketing communications. For young professionals interested in meaningful work and diverse experience, the nonprofit sector offers unique opportunities for professional growth. Julie emphasized how these roles often provide hands-on involvement in both internal and external communications—something that’s rare in more siloed corporate settings. A Shift Toward Purpose-Driven Work As Julie transitions into gig-based communications leadership, she reflects on how this shift supports not only her personal values but also her professional growth. The flexibility of fractional work has allowed her to focus on empowering smaller organizations and mentoring communications professionals—two things she sees as deeply connected to long-term success in the industry. A Communications Leader with Purpose Julie Masson’s addition to CultivatED Marketer signals a deeper commitment to exploring all facets of marketing communications, especially within the nonprofit world. Her expertise in internal communications, strategy, and leadership will help our listeners grow in their careers and strengthen their communication skills across the board.   Want more insights from Julie? Subscribe to her newsletter at juliemasson.com or connect with her on LinkedIn.   Stay tuned for upcoming episodes, including conversations with Lynn Zimmerman on internal communications and change management, and Fred Cook on building trust in external messaging.   00:00 Introduction to Cultivated Marketer 00:09 Meet the New Host: Julie Masson 00:29 Julie’s Professional Background 01:16 How Julie and the Hosts Met 05:51 Julie’s Journey in Nonprofit Communications 11:20 The Importance of Internal Communications 16:29 Benefits of Working in Nonprofits 19:19 Julie’s Transition to Fractional Leadership 24:07 Julie’s Live Training and Future Plans 27:11 Conclusion and Upcoming Episodes

In the 31st episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, talk about marketing, professional development, and more. They return from a hiatus to discuss job hunting tips for new graduates and job seekers, recap the IABC World Conference in Vancouver, and tease upcoming changes to the podcast. The latter includes a new host and a lineup of exciting guests Fred Cook and Lynn Zimmerman. CultivatED Marketer Ep. 31 — New Beginnings The Cultivated Marketer podcast is back, refreshed, and ready to dive into new areas of marketing and professional development. We explore ideas of new beginnings, exciting transitions, and expanding the horizons of our show. Job Hunting in a Digital Environment Brent shares personal insights from his experience assisting his son with navigating the competitive job market. This involves helping his son transition from behind the camera to confidently presenting himself in front of potential employers via Zoom interviews. Applicants are now often expected to deliver responses akin to solo podcasts, showcasing their communication skills and self-presentation capabilities. Matt highlights the importance of aiding young professionals in mastering these skills, emphasizing that how you communicate can be just as significant as what you communicate.  Travel Highlights Having recently attended the IABC World Conference in Vancouver, Matt provides an overview of the event. The conference provides networking opportunities and deep dives into relevant topics, including artificial intelligence and its implications for business. Brent, meanwhile, recently took a trip to Europe and now shares insights on the global opportunities that are emerging for graduates and professionals alike. He emphasizes the importance of global perspectives in today’s world, which he plans to incorporate more into future podcast episodes. This includes getting out to conferences, such as Digital Summit, where he will be a future guest talking about using AI for audio and video production. Exciting Changes for Cultivated Marketer In a spirited discussion, Brent and Matt reveal exciting developments for the podcast. As they announce plans to expand their guest list to include individuals with national and international experience in marketing, branding, and communications fields.  Additionally, the podcast will soon welcome a third co-host. While details remain under wraps, this new voice promises to bring a fresh perspective and rich expertise, especially in the nonprofit domain.  Upcoming Guests Listeners can anticipate engaging conversations with experts such as Lynn Zimmerman, a globally recognized figure in internal communications and change management. Her insights on conducting communication audits promise to offer invaluable strategies for aspiring marketers and veterans alike. Another highly anticipated guest is Fred Cook, former CEO of global public relations giant Golan and current leader of USC Annenberg’s communications program. Derek Rose, a branding expert from Canada with extensive experience as a corporate communicator, is also on the roster. The Future of Cultivated Marketer Brent and Matt sign off with a promise of enriching content and compelling discussions ahead. As Cultivated Marketer steps into this new chapter, listeners can look forward to conversations that not only educate but inspire professional growth and innovation. 00:00 Introduction and Episode Overview 00:58 Personal Updates and IABC World Conference Highlights 04:16 Job Hunting Tips and Market Insights 13:37 Upcoming Changes and New Beginnings 17:18 Exciting Future Guests and Topics 24:24 Conclusion and Teasers for Next Episode

In this 30th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Dr. Cory Scheer, Founder and CEO of TrustCentric Consulting, to delve into the intricate world of organizational trust. The discussion covers the pervasive decline of organizational trust, and the importance of co-creating organizational values. They also delve into the impact of toxic workplaces on employee retention and loyalty, and Cory shares insights from his national study on trust. CultivatED Marketer Ep. 30 — Trust in Organizations: Building the Foundation for Success with Dr. Cory Scheer Trust is a fundamental aspect of effective communication and marketing. Cory emphasized that trust is not just a buzzword but a crucial component that must be understood from all angles by today’s communicators. Trust, as Cory conveyed, is the stock in trade for professionals who act as the voice and front door of their organizations. Cory highlights how trust affects not only how organizations deal with external clients but also the internal dynamics with employees. Matt points to studies like the Edelman Trust Barometer, which underscore the necessity of understanding trust within various organizational contexts. The Pervasive Decline of Trust Brent and Matt discuss the pervasive decline of organizational trust, citing factors from both internal and external marketing perspectives. Cory elaborates on the topic by referencing a national study that he collaborated on, which shows that trust must be nurtured from the inside out. This comprehensive study identified three building blocks of trust: competency, problem-solving, and demonstrating care for others. In the competency domain, communication, being a competency itself, plays a critical role. Leaders must ensure that the right people are in the right places, something that Jim Collins identified as critical over 20 years ago: having the right people in the right seats on the bus. High Trust vs. Toxic Work Environments Matt and Cory explore the differences between high-trust and toxic work environments. In high-trust environments, employee retention, loyalty, and advocacy improve, whereas these decline significantly in a toxic environment. One illuminating point in the conversation was how diminished trust can lead to laziness among employees, affecting productivity and the overall success of an organization. The Role of Leadership and Communication When assisting organizations in addressing trust gaps, Cory notes that leaders often find the actual trust deficit less severe than anticipated. This revelation provides a platform not only for improvement but for hope and potential growth. Leaders who are willing to be vulnerable and begin a new season of leadership have the opportunity to close the trust gap significantly. Practical Steps Toward Trust Building Cory advocates for practical steps toward fostering trust, which include broadening the conversation to include voices one layer lower than traditionally considered in organizational hierarchy. This approach enhances the dialogue around trust and opens up new opportunities for change. Future Trust Trends The conversation also ventured into potential future trends in trust, including the reliance on satisfaction surveys that may not paint the full picture. Instead, Cory suggests looking upstream with specific structural elements of trust to identify areas for improvement more effectively. Professional Development Insights Wrapping up the discussion, Cory offers invaluable advice to budding communicators. By reflecting on the structure of trust within themselves and their organizations, young professionals can identify opportunities to fill existing gaps and foster a culture of caring, ultimately setting themselves up for faster career promotion and making a significant impact. Conclusion Trust is a dynamic and critical element in the success of any organization. Dr. Cory Scheer’s insights serve as a guide for leaders and communicators seeking to understand and bridge the trust gaps that may exist within their organizations. For a deeper dive into these topics, Cory’s book, “Closing the Trust Gap,” expands on the principles discussed in the podcast. You can find out more about TrustCentric Consulting at their website: https://www.trustcentricconsulting.com/   00:00 Introduction and Episode Context 01:47 Welcome and Episode Overview 02:21 Introducing Dr. Corey Shear 02:32 The Importance of Trust in Organizations 05:38 Building Blocks of Trust 08:36 Impact of Toxic Work Environments 10:57 Leaders’ Reactions to Trust Assessments 13:26 Framework for Trust and Loyalty 17:23 Moving to a New Room for the Workshop 17:29 Understanding Trust and Co-Creation 18:37 Role of Marketing and Communications in Trust 20:17 Involving All Levels in Decision Making 20:56 Examples of Successful Trust Building 21:49 Challenges with Corporate Values Programs 22:51 The Trust Gap Between Leaders and Employees 23:47 Trends and Future of Trust in Organizations 29:01 Advice for Young Marketers on Building Trust 30:32 Conclusion and Resources

In this 29th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, together with Martin Waxman, Associate Director at the Future of Marketing Institute, delve generative AI at the KCIABC BCS Summit. They cover the benefits of generative AI for marketers and communicators, while also addressing significant considerations including ethical considerations, the impact of AI on authenticity in content creation, and the skills needed for professionals to adapt and innovate with AI tools. CultivatED Marketer Ep. 29 — Exploring AI in Marketing and Communication with Martin Waxman Generative AI, as discussed in the podcast, offers a plethora of benefits for marketers and communicators. It accelerates work processes, enhances quality by allowing a more strategic approach, frees up time from repetitive tasks, and ensures consistency in content creation. However, as with any emerging technology, there are important considerations to keep in mind. Navigating the Ethics of AI in Marketing One of the key points emphasized in the conversation was the ethical considerations of using AI in marketing and communication. From bias in data sets to the authenticity of content creation, professionals need to be vigilant in ensuring that AI is used responsibly. Disclosing the use of AI, fact-checking outputs, and actively addressing biases are crucial steps in maintaining ethical standards. Skills and Resources for Professionals As AI continues to play a significant role in marketing and communication strategies, professionals must adapt and acquire new skills to leverage this technology effectively. Critical thinking, prompt engineering, and innovative use of AI tools are essential skills to develop. Resources such as LinkedIn Learning courses on generative AI and How to Research and Write Using AI Tools, as well as newsletters like Neuron and Axios AI, can help professionals stay informed and up-to-date on AI trends. The Future of AI in Marketing Looking towards the future, Martin predicts that augmented reality combined with AI will be the next frontier in marketing and communication. With outward-facing and inward-facing cameras integrated into everyday objects like glasses, the way we interact with data and technology will undergo a transformation. The metaverse and real-world interactions will intertwine, offering a new dimension of engagement for professionals in these fields.     00:00 Welcome to Cultivated Marketer: Exploring Generative AI 01:07 The Benefits and Challenges of Generative AI in Marketing 06:18 Real-World Applications and Ethical Considerations of AI 11:16 Exploring AI Trends and Their Impact on Marketing and PR 17:53 Navigating the Academic and Professional Development Landscape with AI 24:21 Skills and Strategies for Integrating AI into Marketing Workflows 29:22 Staying Informed: Resources and Future Directions in AI

In this 28th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, about marketing, professional development, and more. In this episode, they delve into a variety of topics, ranging from personal updates to highlights from the recent Business Communicators Summit (BCS) event. CultivatED Marketer Ep. 28 — Marketing Professionals Reconnect: Updates, Insights, and A Look Ahead The episode starts with a heartfelt introduction where Brent shares updates on his wife’s health journey and expresses gratitude for being back on air to engage in dialogues that resonate with professionals in the marketing realm. The conversations at BCS cover a wide range of topics, starting with Matt and Brent catching up on their recent activities and the exciting developments in their respective fields. From online master’s degree programs to accolades in the industry, Matt shares his experiences and achievements, setting the tone for an insightful discussion ahead. Highlights of the BCS Speakers The podcast delves into the highlights of the BCS speakers, including Dr. Corey Sheer, who discussed closing the trust gap in marketing communications. Corey’s expertise in consumer trust and organizational trust dynamics offered valuable insights for marketers looking to build credibility in their messaging. They also discussed Martin Waxman’s LinkedIn Learning series, noting that it is a must-watch for those wanting to learn about the impact of AI in marketing. The conversation then shifts to the importance of collaboration between sales and marketing teams, as discussed by industry veterans Chris Ann Cardiff and Diane Collins. Their practical tips on fostering a strong relationship between these two vital departments shed light on the significance of aligning strategies and understanding the business acumen to drive organizational success. Looking Ahead: Upcoming Events and Insights As the podcast wraps up, Matt and Brent tease upcoming events in the marketing community, including Angela Kennedy’s talk on high-performing cultures and the Digital Summit events focused on AI and podcasting. These events promise to offer valuable insights and networking opportunities for professionals looking to stay abreast of the latest trends in the industry.   00:00 Welcome to Cultivated Marketer: A Fresh Start 00:12 Catching Up: Personal Updates and Professional Endeavors 01:04 Transforming Education: The Shift to Online Learning 01:45 Celebrating Achievements and Looking Ahead 04:18 The Return of Live Professional Development Events 06:38 Exploring AI in Marketing Communications 09:38 Insights from the Business Communicator Summit 14:36 Bridging the Gap: Sales and Marketing Collaboration 19:26 Upcoming Events and Final Thoughts 24:05 A Personal Note and Looking Forward  

In this 27th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Kim Clark, a consultant, speaker, and educator on DEI communications, as she shares how she transforms the way corporations approach DEI policies, making it more than just a buzzword. She also dives deep into the challenges, opportunities, and ROI that come with improving DEI efforts in the workplace. CultivatED Marketer Ep. 27 — Moving Beyond the Buzzword: Kim Clark’s Approach on Diversity, Equity, and Inclusion Conversations The podcast episode starts off with an insightful conversation on improving diversity, equity, and inclusion (DEI) efforts and messaging. The guest, Kim Clark, a seasoned DEI educator, and consultant, sheds light on how the journey towards DEI in the workplace goes beyond just awareness to the need for substantial and tangible changes. She points out that while 80% of corporations have DEI policies in place, only 25% of employees feel a significant change in their day-to-day work life. Clark emphasizes the crucial role of communicators in understanding DEI and articulating its essence to the entire organization. According to her, communication professionals have a responsibility to not just understand the concept of DEI but also to convey it in a way that resonates with the organization’s purpose, mission, vision, and values. She also suggests that it is important to have historical and social context when creating DEI messaging. Kim also draws attention to the correlation between language and behavior, asserting that the former can lead to changes in the latter. In this light, the role of an inclusive communications guide becomes paramount. She discusses her experience working with Sony PlayStation in creating an inclusive communications guide, reinforcing how it led to a shift in behavior within the entire Sony organization. Effective DEI Commitment Statements and Strategies Kim then dives deep into the necessity of moving DEI beyond performative gestures to purposeful and tailored action. She continues saying it is about demonstrating commitment through consistent action and tangible changes. She advises that organizations should use their core capabilities to make meaningful contributions to society, thus underscoring their commitment to DEI. Kim provides a thought-provoking and in-depth analysis of how DEI should be integrated into an organization’s strategy. She emphasizes that DEI should not be seen as a side initiative, but rather, it should be woven into the fabric of the organization’s culture, influencing every aspect of its operations and communications. Inclusive Communications Guide and Measuring ROI Kim shares insights about the importance of having an inclusive communications guide within organizations. This guide goes beyond the usual glossaries of what to say and what not to say, and instead focuses on how language leads to behavior change. Thus, an inclusive communications guide aims to provide employees with a context of why respectful communication is important and how it benefits them. She emphasizes that it is not about tone policing or political correctness, which often come across as external rules imposed on individuals. Instead, it is about giving people the tools to develop their own understanding and confidence in communicating respectfully with individuals who are different from them. Kim stresses the importance of tailoring the guide to each client or organization, emphasizing the need to understand and respect the unique cultural and social contexts present within each organization. In terms of measuring the return on investment (ROI) of DEI initiatives, Clark discusses the importance of considering both the tangible and intangible costs. From a financial perspective, she points out that the cost of not leaning into DEI for organizations can be significant, impacting areas such as brand reputation, employee attrition, loss of sales, and potential lawsuits. She mentions a research study providing hard data on this aspect. Kim highlights that the cost of not leaning into DEI far outweighs the investment in it. On a broader level, Clark also talks about the Edelman Trust Barometer, which annually demonstrates that employees and customers expect businesses to have aligned values on social topics. She emphasizes the need for organizations to be proactive and control the narrative surrounding DEI, rather than being reactive to it. The Importance of DEI and Communication Kim stresses the importance of diversity, equity, and inclusion (DEI) in both internal and external communication strategies. She mentions that while many organizations have DEI policies, many of these efforts do not lead to substantial change, which is a clear indication that there is a disconnect between policy and implementation. Kim also discusses the importance of working with legal teams to prevent DEI crises. She suggests using the DEPTH model to create an effective DEI strategy, going on to explain what each letter of the acronym means. Optimistic Outlook and Responsibility The podcast episode concludes on a hopeful note, as Kim provides her optimistic outlook within the realm of DEI. Despite acknowledging that progress is not linear and that it may get worse before it gets better, she emphasizes the importance of remaining proactive and inclusive in DEI efforts. Kim shares her insights and vision for the future, noting that there is a palpable desire among C-suite executives to genuinely understand and effectively implement DEI initiatives. She underscores that by effectively implementing these initiatives can help promote understanding and respect, breaking down barriers and fostering a culture of inclusion. Kim also addresses the need to recognize and address existing inequities within organizations. This means identifying areas where diversity and inclusion may be lacking, and developing strategies to rectify these gaps. It’s not just about ticking boxes or fulfilling a quota, but creating intentional, meaningful change. Moreover, she emphasizes the role of communicators and marketers in driving this change. Their ability to articulate the values and benefits of DEI can help organizations move beyond mere awareness and into purposeful action. They can help shape the narrative, ensuring that DEI isn’t just seen as a buzzword or a corporate mandate, but a core part of the organization’s identity and values. Ultimately, Kim conveys a sense of responsibility, underscoring the importance of each individual’s role in promoting diversity, equity, and inclusion. It’s not just up to the leadership or the HR department, but everyone within the organization. With understanding, action, and commitment, companies can move towards a more inclusive and equitable future.   To purchase Kim’s Book, click the following link The Conscious Communicator   (0:00:00) – Improving DEI Efforts and Messaging (0:08:36) – Effective DEI Commitment Statements and Strategies (0:19:31) – “Inclusive Communications Guide and Measuring ROI” (0:28:43) – The Importance of DEI and Communication (0:42:07) – Optimistic Outlook and Responsibility

In this 26th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mark Schumann, IABC Fellow and renowned executive coach, as he shares his invaluable insights on leadership, communication, and the new challenges faced by leaders in a post-pandemic world. CultivatED Marketer Ep. 26 — Navigating Leadership and Communication in a Post-Pandemic World   Leadership in a Post-Pandemic World Our guest for this episode is IABC fellow and Professor in communications and culture at New York University, Mark Schumann. Mark is an executive coach and consultant who has worked with some of the biggest names in the CEO world. We talk with Mark about his experience working with senior leaders at the highest levels in big companies, such as Southwest Airlines CEO Herb Kelleher. We also discuss how the role of leaders has permanently changed due to the pandemic and how they have had to adapt to living and working in different ways. Mark walks through a recent conversation with a CEO that he has worked with before, during, and after COVID, and reflects on how leaders became a source of information about not only the business, but also vaccines, schools, home education, and a myriad of other things that connect our lives. Mark helps us to understand the importance of acknowledging how our lives have been impacted by this difficult time. He draws attention to the newly formed expectation of connection, and how marketers play a pivotal role. Empathy in Virtual Meetings and Communication We explore how the check-in process has changed in the virtual world and how to create a safe space for employees to express themselves. We emphasize the importance of fostering camaraderie and productivity by taking the time to connect with others as human beings. We also look into the notion of work-life balance and how the open window of the outside world can have an impact on an organization. Mark notes how previously it might have felt as though you were walking a tight rope, but now we are so connected that there isn’t a separation. He says marketers’ skills to intently listen to their people, and put together what is heard, they can create a safe space to have those open conversations. CEO Communication Strategies Following the same progression, we examine the changing role of a CEO in terms of expressing opinions on the world and how this can influence the dialogue within organizations. After Brent gives a few examples of how a CEO responds to crisis communication, he asks Mark to explore why it is difficult to find the personality of these individuals. Mark dives into the self-awareness of these leaders, and how through their behavior they can express what is permissible or not throughout the organization. Mark stresses the importance of how a leader communicates and interacts with people dictates whether those people feel heard, which correlates to their involvement in the organization. He gives examples of how important it is for people to see the CEO in unscripted moments, where the human side of them and their personality can really show. The group discusses some examples of when these unscripted moments can be better or worse for employee connection. Effective Communication Beyond Technical Tools We discuss the importance of developing the skills necessary to be an effective communicator. Mark discusses one of the methods he uses with his students to get them examining the tactics driving the messages some of these people or organizations are putting out. The group explores how curiosity and conviction can help lead to clarity when communicating. They hark back to times when there were fewer tools to distribute an organization’s message, yes the effectiveness of those messages was ultimately the same. Mark emphasizes that clear communication is at the top of the hierarchy, more than distribution, as people will find the messaging no matter what tools were used. He adds that having fewer tools may help improve the effectiveness of communication. Finally, they examine the important aspect of remaining calm plays for leaders. Mark regales a story of a CEO he was working with, and how the environment he was in changed his personality. He notes how a CEO’s personality and “presence” are also always being judged, yet it is important to remain true to yourself and deliver what people need. The group then contrasts this with the bombastic personalities that are often rewarded in our current society. They draw to the conclusion settling on the importance of authenticity for a leader.     (0:00:00) – Leadership in a Post-Pandemic World (0:07:56) – Self-Awareness in Leadership Positions (0:14:40) – Empathy in Virtual Meetings and Communication (0:20:55) – CEO Communication Strategies (0:30:54) – Effective Communication Beyond Technical Tools (0:35:49) – Importance of Calm and Authentic Leadership  

In this 25th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Brooke Estell, Senior Copywriter at Conscious Minds Studios, about authentic marketing for Gen Z,the importance of storytelling, and the impact professional development had on her career. CultivatED Marketer Ep. 25 — Creating Authentic Voices with Brooke Estell Introducing Brooke Estell and her Entrepreneur Career Journey Brent and Matt briefly introduce their guest Brooke Estell before asking her to discuss her career journey during COVID. Brooke says she started off in corporate legal marketing for 7 years before switching over to financial tech. She mentions how she took advantage of working from home during COVID by beginning freelance work, before ultimately getting laid off by her company. With belief in herself, she focused on growing her own business, and grew to a point that she was able to fire a client that didn’t align with her passions. Shortly after firing that client, she began working as a freelance writer for Conscious Minds, which later turned into a fulltime position. After prompting from Brent, Brooke notes that it was made even more difficult because she began working for them through a mentor turned client. Brent takes the opportunity to dive into Brooke’s solo/entrepreneur journey, asking her about what resources she was able to use and leverage to help grow her business. Brooke notes that KC Source Link not only featured her, but also connected her with a lot of other people that taught her many skills necessary to run your own business. She describes how important the marketing and networking resources were that had been made available to her, and helped give her a level of credibility. Matt recalls his own career transition, and asks Brooke if she feels different, and how the transition has manifested in her life. Brooke says that she feels freer than she ever has, and that she is working her dream job. She recalls her own upbringing and career transition from a stable corporate life to being an entrepreneur running her own business. Storytelling and Marketing for Gen Z Brent notes that Brooke’s talk at the KC IABC Business Communicators Summit was around storytelling, and asks why there is such a focus on storytelling for Gen Z. Brooke begins by noting the shift in the purchasing generation from millennials to Gen Z, and differences between the two. She points out the importance of community and authenticity to Gen Z, and how that impacts their marketing strategy. Matt mentions how similar topics were also talked about in Jeff Fromm’s book Marketing to Gen Z. Matt says Brooke only uses 2-3 platforms in an integrated way to complete work for major brands like Nike, and asks her to speak about that process. Brooke talks about the first project Come Thru, and their collaborative work with Nike. She then discusses how they shifted their focus away from YouTube and towards the Nike App itself, and bring in personal stories, in parallel with training tools in the app. After prompting from Brent about the shift away from larger celebrities to smaller sub-community stars, Brooke talks about how they helped them grow their communities. She notes that they even had some of their smaller celebrities be featured in ads in Time Square by their partner companies, not even by them. Professional Development for Young Professionals Matt asks Brooke to discuss her significant investment in professional development, and the ROI from that, and to speak on any advice for younger professionals. Brooke works through her mindset of why she looked towards professional development, such as the Integrated Marketing Communications Master’s Program at KU, and how it immediately benefited her in her job. She then gives advice to younger professionals around finding their own path. Matt and Brooke discuss membership in professional development groups such as IABC. Brent asks what technical skills Brooke is bringing to her work everyday. Brooke notes that she has to write every single day, and maintain a critical mindset. She also examines why having the ability to step back and ask questions is invaluable as a young professional.

In this 24th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Dr. Dani LaGree, Public Relations Professor at Kansas State University and Co-Founder of the Trajectory Project, about the Trajectory Project, the influence personal connections can have on a career, and what employees really want in a workplace. CultivatED Marketer Ep. 24 — How to Shape Your Career with Dr. Dani LaGree After updates about upcoming local events, Brent introduces Dr. Dani LaGree, briefly touches on her background, and then asks how the Trajectory Project got started. Dani says that together with her colleague, Dr. Katie Olsen, they maintain relationships with their students as they leave the university and enter the workforce. She says that a lot of those graduating students have the skills to perform their jobs, but did not have resources around career navigation, and have many questions. Trajectory Project for Early Career Professionals Matt asks what are some of the strategies and tools that the Trajectory Project are currently using. Dani discusses the variety of resources they have including a Facebook and Instagram page. She then discusses some of the research they’ve done over the last 5 years looking at the early career phase of professional employment in advertising and public relations. Dani then highlights four strategies that came out of that research that can help boost an individual’s career trajectory. Brent talks about the strategy of ‘growth through failure’ and how they approach the topic of failure with early career professionals. Dani says having a good manager that you are able to talk to, and provides you the resources in those challenging situations, is critical. She also points out the importance of the middle manager encouraging and promoting their people, results in greater employee retention. Brent asks about why there was a strategy shift away from finding one’s professional identity, and towards developing one’s professional network. Dani discusses how their early research has shaped and changed their strategy. She continues noting differences between generations, and how that certain proclivities tend to play out in the work environment. She walks through what their study found when they focused on developing your professional network, and what results came from that, such as higher employee retention. The Influence of Mentors on a Career Path Matt notes how many students don’t have any idea what a career path might look like in their field, and asks Dani what they might be able to do to give them a better idea. Dani recognizes that there is not one formula to give them a better idea, because it is so different in field by field. She mentions a couple of different characteristics that can help people discover more about your current field. Matt adds on this by emphasizing the importance of getting involved in extra curricular groups. Brent asks Dani if there was an influential person, or mentor, that steered their careers towards academia after being in the field for many years. Dani discusses her career path, mentioning that she is the first person from her family to go to college. She talks about her collegiate years, her many experiences in the working world, mentioning the many mentors that helped steer her career path, that ultimately resulted in her returning to academia. Gender Representation in Marketing Matt notes how few women are at the top of the business, and yet in his classes it is 80% female, and asks Dani about female representation in the field. Dani corroborates Matt’s findings, and then speculates some of the reasons why the disparities exist. She explains why her research is focused on early career professionals, and what she expects the future C-Suite to look like. She describes the importance of having a presence in the office, rather than just online, and once again stresses the importance of middle managers. How to Increase Employee Retention Matt asks Dani to discuss some of her research around what young workers want in terms of the workplace, and what their findings were. She explains her research on respectful leadership communication, and what leads to employee satisfaction and retention. Dani continues by describing how large of a role respect in the workplace plays, and a couple of ways that employers can show that to their employees. She relates this back to employees’ want to do meaningful work.   To learn more about the Trajectory Project, visit their LinkedIn page. To find out more about Dr. Dani LaGree, visit her site at https://www.danilagree.com/   To hear the first part of the conversation, listen to part 1 here.

In this 23rd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Katie Macaulay, Managing Director at AB, about her book and podcast about internal communications, the shifting demands of internal communications due to the pandemic and great resignation, and advice for young marketers. CultivatED Marketer Ep. 23 — Shifting Demands of Internal Communications with Katie Macaulay Shifting Demands of Internal Communications Brent talks about how internal comms has rapidly shifted and evolved, and asks what are some of the challenges in this new era? Katie discusses about how internal comms challenges need to be the same as the larger organization’s challenges, and explains what that looks like. She details some of the challenges that internal comms are facing today, and what some of those items are around the world. Katie then references her book, why she wrote it, and who her book is meant to help. Brent, after referencing some topics Katie just talked about such as remote work, asks about what kinds of studies have been done around internal communications. Katie says that before companies embark on any type of communications plan, an internal study needs to be done. In those internal studies, she says it is to understand the difference between “need to know” and “nice to know,” the importance of each, how each should be communicated, how many touches need to be done, etc. Tips for Young Marketing Professionals Matt brings the focus to younger communications professionals, and how many of them think internal comms is boring, and asks Katie how to respond to the individuals thinking that way. Katie says that was fairly common, until the pandemic when smart leaders have recognized that great companies are built from the inside out. She says recruiters have said people are now actively choosing internal communications over other communications areas. She also notes how communication from one’s employer is the most trusted news source today, and the power that has in today’s society. Matt relays a personal story of a time when an executive made internal comms a priority in one of his prior roles. Brent then also recalls one of his personal experiences with internal communications. Brent asks what skills are good foundational skills for people looking to go into internal communications. Katie says that general business acumen is very important, as well as specifics about your organization and the regulations, competitive environment, how it measures success, etc. She says that for her, one’s ability to gather insight and conduct research is vitally important, and explains why and how it is so important. She finishes by explaining why curiosity as a habit, not just a trait, is also one of the best things a younger professional can have. Katie says she sends out Friday updates with a few notes on new things she has seen or learned in the world of comms during that week. Matt relates a story to paraphrase why having data is so important to being able to effectively drive your communication and get funding for it.   To hear the rest of the conversation, listen to part 2 here.

In this 22nd episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Katie Macaulay, Managing Director at AB, about her book and podcast about internal communications, the shifting demands of internal communications due to the pandemic and great resignation, and advice for young marketers. CultivatED Marketer Ep. 22 — Growing Importance of Internal Comms Brent and Matt talk to Katie Macauley, Managing Director at AB.  Brent introduces Katie and her roles as Managing Director at AB, host of Internal Communications Podcast, and International Executive Board Member for IABC. Katie is also the author of From Cascade to Conversation – Unlocking the Collective Wisdom of Your Workforce Matt then asks Katie how her focus on internal communications came to be. Katie says that it evolved over time, and growing up she wanted to be a journalist and writer. She then discusses how she found the world of internal communications, her dream job at AB, and how that organization got started. Internal Comms Podcast Brent asks about Katie and her Internal Comms podcast, how it got started, and where it’s at now. She talks about how the podcast was born a little bit out of fear of being stagnant in her profession. She notes that she was expecting to only have a couple of episodes, but after reaching the iTunes ‘New & Noteworthy’ list, she realized there was a large audience for that type of content.  Katie then mentions some of the guests that they have interviewed in some of their nearly 70 episodes. Brent follows up by asking about what the audience engagement is like with a show that large. Katie regales her experience with some of the audience members and how they have chosen to engage with her. She then discusses how when she’s recording a new episode, she pretends that she is doing it for the last person that has spoken to her about the show. She notes how her audience is at all stages in their careers, and how her episodes have a such a diversity of conversations because of that. Brent then asks if there was a specific episode or guest that really filled her cup as far as her initial intent to create the show. She starts by noting that she learns something new in every conversation, and then brings up Prof. William Kahn and her conversation with him. She recalls in that conversation a specific question about leadership, and what makes great leaders. Brent and Matt also recollect on how much they have learned from listening to her show. Matt asks how she makes the choices about her show topics when the audience is so diverse. Katie walks through her thought processes when picking new topics or guests for the podcast. She notes that she tries to rotate between covering the basics and other topics that are more timely and relevant to societal trends.

In this 21st episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, continue their discussion with Brad Whitworth, SCMP and IABC Fellow, at the IABC Conference. Brad Whitworth is a thought leader, lecturer and author in organizational communication. Throughout this episode, we discuss different certifications that can help you excel in your career.  Brent and Matt talk with Brad Whitworth, communications thought leader. Brent continues their discussion from the previous episode by mentioning the importance of continued education. Brent talks about how even in the classes he teaches, he is learning new things from his students as they ask about new potential venues. Brad notes this is what is great about IABC is how it can offer help to people at all points within their career, through making connections and finding mentors as you’re just getting started, to listening to the industry experts, awards programs, to the certification program. He adds that his active participation in IABC was what allowed him to get a job in a different and larger market. The Intent of Certification and Professional Development Brent asks Brad about the intent of certification and what it is meant to showcase. Brad talks about IABC’s certification and the process to get involved. He says certification shows a commitment to lifelong learning, and the motivation for people to get certified can vary based on the reasoning for getting certified. Matt talks about the competitive in marketing, and the (S)CMP certification allows you to stand out from applicants. Brent adds to Matt’s point by saying the foundational element about commitment to professional development, and craving for knowledge will help grow your career. Brad talks about the ‘IABC Package’, which includes everything from getting into the industry and getting local connections to help mentor you, to professional development with local chapters, conferences, award programs, and certification programs. He adds the experiences he has had in his career abroad would not have come without committing to professional growth. Brent mentions a conversation with Cultivated Marketer guest, Jessica Best, about high achievers seeking leadership opportunities should pursue nonprofit or membership organizations to get that experience. Brad adds that getting the leadership experience by working with other people who are volunteering for their roles, will help set you apart from other applicants at jobs. How to Prepare for Certification Exams Brent asks Brad about knowing how to prepare and identify whether someone is ready for certifications. Brad says the only way to know whether you are ready is to just do it. He says everyone learns differently, but there are guides on the GCCC website to help you study and prepare. Additionally, there are workshops, classes, and other study materials to help prepare you for getting certified. Brad highlights an IABC exam launching that allows for participants to get certified right at home with a remote proctored exams, rather than traveling to take these exams. This initial exam is meant for senior level professionals. After remote proctoring, the goal is to get an entry level exam based on principles learned in school, or experienced in an entry level job to use this credential to set you apart from other candidates. Brad talks about is moderating work with IABC, and how it has helped him go back to his broadcasting roots. It has helped him learn the stream yard program. He advises others to tackle new technologies because you may need that knowledge in the future. It could be a useful tool in shaping communications program for employees or customers. Brent mentions the Metaverse and how it can converge into business applications. Brad says students or young professionals have a leg up since they grew up in a world with technology. Brad invites others to add him on LinkedIn at https://www.linkedin.com/in/bradwhitworth/ to start growing their network and help build your career.

In this 20th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, sit down with Brad Whitworth, SCMP and IABC Fellow, at the IABC Conference. Brad Whitworth is a thought leader, lecturer and author in organizational communication. Throughout this episode, we discuss different certifications that can help you excel in your career.  Brent and Matt talk with Brad Whitworth, communications thought leader. Brad discusses his early career in broadcast and his current career projects. Brent and Matt sit down in New York at the IABC Conference and introduce Brad Whitworth. They reflect on the conference after being back from the COVID-19 hiatus. Brent opens the conversation mentioning Brad’s diverse career, from a broadcasting career, a relationship with IABC for many years, and the Fellows. He asks Brad about his career journey and what he picked up on the way. Brad reflects on his first paying job in communications working with the yearbook in high school. He met people working in broadcast and was interested in getting involved. His position started like an internship, and transitioned into a paid gig at a commercial AM station. When he was at the University of Missouri, he added the educational FM station required with his curriculum. When Brad was graduating from university, he said the biggest plus was having a variety of broadcast experience under his belt. He worked a few jobs in Springfield, Illinois and with the Association of Funeral Directors before finding his mark. Brad says the stepping stone for his career was when he worked for an insurance company known as Horace Man. He got connected with IABC through a coworker, and quickly became Vice President of the chapter. He went to his first IABC conference in 1978, and he has attended almost every conference since then. Brent mentions his time living in Springfield, Illinois and asked Brad about his experience with attractions from there, specifically the ‘Pony Shoe’ and ‘Horse Shoe’. Brad moved to the West Coast to work at Hewlett Packard as an Assistant Editor. He worked there for 24 years working different positions within the organization. He was able to travel and learn about communications, cultures, and work alongside IABC along the way since it is an international organization. Brad talks about how well IABC does with connecting people internationally with their shared interest groups. People can now have a community of practices to connect with others in their industry. Brad advises listeners to be bold and make connections with as many people as you can. Build the network before you need it. Brad talks about his experience working with Halo and his consulting work with smart-city companies. He is going back to school at his local community college in California studying Line studies. In his limited free time, he is also running a vineyard at home making Pinot Noir. In the next episode, part two of our conversation with Brad Whitworth, we’ll discuss certifications, including … The Intent of Certification and Professional Development Brent asks Brad about the intent of certification and what it is meant to showcase. Brad talks about IABC’s certification and the process to get involved. He says certification shows a commitment to lifelong learning, and the motivation for people to get certified can vary based on the reasoning for getting certified. Matt talks about the competitive in marketing, and the (S)CMP certification allows you to stand out from applicants. Brent adds to Matt’s point by saying the foundational element about commitment to professional development, and craving for knowledge will help grow your career. Brad talks about the ‘IABC Package’, which includes everything from getting into the industry and getting local connections to help mentor you, to professional development with local chapters, conferences, award programs, and certification programs. He adds the experiences he has had in his career abroad would not have come without committing to professional growth. Brent mentions a conversation with Cultivated Marketer guest, Jessica Best, about high achievers seeking leadership opportunities should pursue nonprofit or membership organizations to get that experience. How to Prepare for Certification Exams Brent asks Brad about knowing how to prepare and identify whether someone is ready for certifications. Brad says the only way to know whether you are ready is to just do it. He says everyone learns differently, but he has guides on his website to help you study and prepare. Additionally, there are workshops, classes, and other study materials to help prepare you for getting certified. Brad highlights an IABC exam launching that allows for participants to get certified right at home with a remote proctored exams, rather than traveling to take these exams. This initial exam is meant for senior level professionals. After remote proctoring, the goal is to get an entry level exam based on principles learned in school, or experienced in an entry level job to use this credential to set you apart from other candidates. Brad talks about is moderating work with IABC, and how it has helped him go back to his broadcasting roots. It has helped him learn the stream yard program. He advises others to tackle new technologies because you may need that knowledge in the future. It could be a useful tool in shaping communications program for employees or customers. Brent mentions the Metaverse and how it can converge into business applications. Brad says students or young professionals have a leg up since they grew up in a world with technology. Brad invites others to add him on LinkedIn at https://www.linkedin.com/in/bradwhitworth/ to start growing their network and help build your career.

Welcome to CultivatED Marketer … In this 19th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Darcy Eikenberg at the IABC World Conference 2022. Darcy Eikenberg helps high performance leaders and teams manage through constant change with more clarity, confidence, and control. Throughout this discussion, we talk about how to control your situations and your mindset throughout your career. Before their chat with Darcy Eikenberg, Brent and Matt Provide Event Updates The recap IABC World Conference, including Brent congratulating Matt on receiving the IABC Chairman’s Award What is a dine around? They talk about how it’s some of the best professional networking They talk Brent’s podcast session and how it’s led to some nonprofit and press opportunities. Check out Brent’s Walkin’ & Rollin Superhero Sidekicks fundraising activity. Locally, both KCIABC and Social Media Club of Kansas City have some new events: First, they recap the Aug. 5 Social Media Club of Kansas City with Sporting KC and KC Current media personality Aly Trost KCIABC … Master’s Dinner about Recruitment and Retention (8/30) Social Media Club – Rebranding for Purpose (Big Brothers, Big Sisters on 9/23) Brent and Matt talk with Darcy Eikenberg, author and leadership career coach. Brent and Matt sit down in New York and introduce Darcy Eikenberg. They mention her presentation at the IABC Conference, and discuss themes from her presentation. Darcy reflects on the effect of inviting people to think about something they are proud of. She says this can be a powerful way to remind yourself of all the good things that are happening that we tend to brush off. Matt resonates with Darcy and reflects on what it means to be in the moment. He relates it to how an athlete mentioned needing to stay focused in a game, and says to “be where your feet are.” Darcy says important questions to continue asking yourself when feeling overwhelmed is: Where do I need to be? Am I engaged? What’s most important right now?   How to Control Your Own Situations and Control Your Outcome Brent proposes a scenario to explore the notion of what we can control while being present. He asks Darcy what advice she would give to high performing students now in the workforce. Darcy provides her opinion on university student structures and the difference in the workplace. She gives advice for students coming out of college looking for positions in their industry. Brent reflects on his discussion with Matt about nonprofit opportunities. Discusses how these community organizations are seeking leadership and membership opportunities. Darcy advises not to discount those opportunities no matter your background, there is always something to contribute to your community. Matt asks Darcy about controlling what we can control. While it resonates to many of us, why is it so hard to accomplish? Darcy says it is hard because the brain craves control. Control means safety. She says neuroscience is always evolving, and we have more power than we realize if we choose to use it. If we asked ourselves, “What can I control? Can I change anything?”, it could relieve a lot of stress knowing we cannot change the outcome of a situation. Brent reflects on his own presentation at the Social Media Club when he saw everyone in the audience on their phone, when in reality they were sharing the presentation on the Internet.   Identifying Your Capacity Matt mentions the to-don’t list Darcy discussed in her presentation. He asks how early professionals want to be seen as a high achiever, but how can we do that when there are only so many hours in the day. Darcy says there is noting wrong with grabbing every opportunity that speaks to you early in your career. She says making yourself uncomfortable is okay because it leads to growth. She states the red flag is when your best skills are not improving because you are stretched thin on other tasks. Darcy reflects on capacity. Humans create capacity based on what engages us. When you feel stretched thin on your best skills, reflect on what steps got in the way of your growth.   Navigating Company Culture Brent expands on Darcy’s comment and asks about the fight or flight feelings young professionals get when things get tough in the workplace. He also reflects on control aspects of different cultures between hybrid work forces, changing dynamics, geo-political issues, etc. Darcy says culture is the explicit or implicit agreement on how things are executed in the environment. She says that individuals get to choose how we can control the culture in the workplace. Professionals can work to change the company culture, but if it does not reflect then it may not be the right fit.  Darcy compares micro- and macro-cultures in a company. She relates the feeling of wanting to leave when the environment gets uncomfortable to how the brain deals with stress. She says people can demonstrate the culture they want to see in their company, and if they get uncomfortable to think of what we can do differently to change the environment.   Save Your Career Without Leaving Your Job Matt asks Darcy about the journey of writing her new book, Red Cape Rescue: Save Your Career Without Leaving Your Job. Darcy reflects on her time during the pandemic when she emailed an insider community she belongs to asking what advice people needed to navigate through this time. To her surprise, most of the people in the group responded saying they needed encouragement. Darcy created an audio series with lessons on how to adapt to work with COVID-19. This helped teach others how to reset and take control for themselves. There are three parts to Red Cape Rescue: Save Your Career Without Leaving Your Job: Reset how you think, revise what you say, and rescue what you do. The book is a tool to rethink leaving your job when times get tough. Darcy wraps up the episode by sharing where to find more information about her book and where to find more about her free tools and strategies.   More From IABC World Conference 2022 Watch for more interviews that Brent and Matt conducted from IABC World Conference 2022 with Brad Whitworth.

Welcome to CultivatED Marketer … In this 18th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, sit down with Dan Gregory at the IABC Conference. Dan Gregory is the co-founder of The Behavior Report, a coaching program that teaches what moves us, what drives us and what lifts us. Throughout this episode, we discuss human behavior and how to apply it to your marketing strategy. CultivatED Marketer Ep. 18 — Dan Gregory Show Notes Brent Provides Marketing Professional Development News and Updates Want very brief overview of IABC World Conference in New York City? Brent has it here. Boy, he enjoyed the dine-around. Shout out to Minnesota IABC Chapter members. Want something closer to KC. Social Media Club of Kansas City is hosting a breakfast with Sporting KC and KC Current broadcaster Aly Trost Martin on Aug. 5. Register now. Watch for more dates from KCIABC and Social Media Club. Brent and Matt talk with Dan Gregory, co-founder of The Behaviour Report. Brent and Matt sit down at the IABC Conference in New York and introduce Dan Gregory. They mention his presentation at the conference, and their upcoming discussion on human behavior. Matt shares some background information on Dan working with The Behavior Report alongside his partner Kieran Flanagan. He is from Australia, along with many other attendees at the IABC Conference.  Matt talks about Dan’s presentation at the IABC Conference about “Influence is more important than intelligence”. He mentions communicators need to be students of human behavior. For marketers, it’s not about the tools, it’s about how we approach stakeholders. Dan reflects on his school experience in the western suburbs of Sydney, Australia. He noticed while he was doing well in school, success did not come by easily for him. At that moment, he became fascinated by human behavior, realizing that success does not solely come from intelligence.  Dan talks about challenging scientists’ ideologies “being right gets results”. He believes being right does not bring wealth or success. He wants to coach smart people to be people smart to be successful, which is why he created The Behaviour Report. How Do Relationships — Influence — Beat Intelligence? Dan reflects on his advertising career, where he realized it’s more than just advertising a product. 90% of his career was pitching an idea to the business and gaining trust. After he realized that career was not his strong-suit, he spent four years traveling the world as a standup comedian to get more comfortable with hostile audiences. Dan talks about his business partner Kieran’s natural ability to build relationships. He also highlights how some soft skills, such as Kieran’s, are critical skills for leaders to be successful. Matt notes an interesting piece of Dan and Kieran’s presentation was explaining how to increase influence by aligning your values as a communicator with the values of your target audience. The group dives into discussion on the meaning and how to identify the target audiences value. Dan reflects on working with pharmaceutical sales people and how he helped them identify the purpose of the sale. He stated that doctors need time, so it is important to highlight the value the product has for their target audience. The question isn’t just “Why?”, but rather “Why we should start with who?”. Brent asks Dan about the meaning of his “Minding Your Language” idea. Dan clarifies that it means choosing your language, and highlights an example Kieran during the presentation about how language can affect the sense of urgency in a message.  How Something Makes Us Feel Can Be More Important Than Service or Product? Matt starts sharing the story Dan mentioned in his IABC presentation of a man in the tree salvage business. Dan continues talking about revamping the business mission to incorporate the benefits of tree salvaging to customers. Dan views the story from a logical, emotional, and psychological perspective, and points out how to use the psychological perspective to sell your business. Dan discusses news representation in Australia vs. United States. He identifies the issue with disagreeing among peers due to the polarizing attitudes around the world. He states that in order to change a point of view, you have to align interests with values. As professional communicators, it is important for us to rebuild connections in polarizing communities around the world to maintain relationships.  Dan wraps up the episode by sharing where to find more information about human behavior. To learn more, check out their social media @thebehaviourrpt, or go to tbr.news.  More From IABC World Conference 2022 Watch for more interviews that Brent and Matt conducted from IABC World Conference 2022. They’ll include conversations with Darcy Eikenberg and Brad Whitworth.

Welcome to CultivatED Marketer … In this 17th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat about the upcoming episodes of the show. They cover what has been happening over the hiatus the show has taken, IABC World Conference where they will both be in attendance, and future guests they are hoping to get on the show. CultivatED Marketer Ep. 17 — Next Phase Brent and Matt talk about IABC World Conference and the future of the show. Brent and Matt talk about what they’ve been up to over the show’s hiatus, between Brent’s rapidly growing business (Sparkcade Marketing) and Matt handling record enrollment numbers in the master’s degree program that he runs. Matt then discusses the recent attendance of a local meeting of KC IABC post-pandemic, and getting to meet in person again. Brent recently joined the board of the Social Media Club of KC, helping resurrect some of those organizations as some of them have struggled over the last couple years through the pandemic. Matt notes how in-person events now mean having to remember to include travel time for any meetings or events. Brent and Matt discuss the KU Men’s Basketball team winning the 2022 National Championship. They talk about each of their experiences attending the National Championship game itself, and Brent’s son getting tickets to the game but ultimately not going.   IABC World Conference Both Brent and Matt are attending the IABC World Conference happening this week in New York. Brent discusses his speaking engagement at the conference around different types of podcast show structures. Brent also notes how excited he is to catch up with old colleagues and meet new colleagues from all over the world. Matt reminisces the last IABC World Conference in Vancouver and the excitement and level of energy at the conference itself.   Potential Future Guests Brent and Matt discuss the speakers list from the conference They list some colleagues that they are hoping to pull into future episodes, as well as new names of people they want to get on the show if they can find the time. They discuss the topics they are most interested to hear more about such as communication strategies with CEOs, the metaverse, DEIA (diversity, equity, inclusion, and accessibility), and more. Matt also discusses another local KC guest that they are looking to have on their show to discuss younger professionals who want to move up to leadership roles. Brent also says how they are looking to include multicultural marketing and non-profit marketing tactics and techniques into future episodes as well. Matt says they are also looking to focus heavily on helping younger professionals just joining the field to help them gain the knowledge and experience of people that have been in the field for a long time.    

Welcome to CultivatED Marketer … In this 16th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Eric Hughey. Eric is the founder of the GenWhy Leaders Podcast, which he started to inspire fellow millennials to become the next generation of business leaders and entrepreneurs. Eric is also the owner of Vessel Media, which guides publishers and media brands to new revenue streams through the monetization of new digital products, as well as Leverage Lab, a first-party data consultancy that specializes in creative data and technology solutions. With Eric, we discuss millennial leadership and networking.  CultivatED Marketer Ep. 16 — Eric Hughey Show Notes Brent and Matt talk with Eric Hughey, founder of the GenWhy Leaders Podcast. Brent and Matt spend some time discussing the important of mentorship and networking. They reflect on the recent passing of local Kansas City marketing giant, Howie Boasberg, who had been a teacher and role model to Matt. Matt mentions how Howie worked to help young people in marketing see that they didn’t need to go out to the coast — you could find great opportunities right here in Kansas City. In fact, two of Cultivated Marketer’s previous guests — Mike Swenson (Ep. 6 and Ep. 7) as well as Kristen Majdanics (Ep. 11 and Ep. 12) had worked for Howie at points during their careers. Brent and Matt introduce Eric Hughey as the guest for Episode 16. They’re excited to learn from Eric about millennial leaders, what keeps them motivated, and how they can succeed in a competitive marketplace. Matt asks Eric to share more about his podcast, GenWhy Leaders — why did he start it and what is its mission? Eric says he’s always had an entrepreneurial spirit, and he decided to start with what he knew: interviewing people about leadership, which he is passionate about. Eric mentions the stereotype of millennials — his generation — being looked upon negatively. But as 10,000 baby boomers retire per day through 2030, there are going to be many opportunities for millennials to step into bigger leadership roles. He wanted to interview some of those who had “made it” and had advice for others. — The group discusses the “Great Resignation” or the “Great Retirement” which has come as a result of the pandemic, but Eric started his show before the pandemic and has been consistent over the past few years. Matt asks Eric about any of the most memorable moments from his podcast over the years and how many episodes he’s done. Eric says that he’s done about 90 episodes, and he can think of five main tips he’s learned about starting a podcast as well as five general tips to share. When it comes to podcasting, Eric says it’s important to stay within the realm of why you started the podcast and use it as a marketing tool. Next, you need to pick a niche … and once you’ve done that, pick a niche in that niche. Recording in advance is also important, and that can also help with the next tip, which is to make sure you have a buffer that can help you keep your cadence of how often you want to put episodes out. And finally, batch recording is always a good idea. Eric discusses the double entendre of “Gen Y” (millennials) and “Gen Why,” as this is a very purpose-driven generation. He shares a pearl of wisdom from one of his previous podcast guests. When trying to find your “why,” think about what you didn’t have as a kid and try to fulfill that for others. Another guest of his shared “the riches are in the niches,” which can help you dominate in a small sector. And remember that it’s okay to get out there and make mistakes because that’s how you learn. Eric talks about Gartner research that many millennials prefer not to engage with sales reps, which means that anyone who is trying to sell something to millennials needs to come across as more of a brand ambassador. Relationships and trust are much more important than the transactional nature of sales.  — Brent asks: How important have you found the concept of personal branding to be? Eric says it’s of top-tier importance. In a competitive marketplace, you need to find a way to distinguish yourself and continue working on your personal brand assets. Beyond his podcast, Eric mentions professional organizations such as KC IABC as a way he continues to develop his personal brand. Matt notes Eric’s use of the term “personal brand assets” and says he thinks it’s a great term — while you may hear about corporate brand assets, you don’t necessarily hear it as much from an individual perspective. As Eric mentioned his involvement in professional organizations, Matt asks what he would say to his generational colleagues who may not feel as compelled to join. Matt says that you can’t afford not to be part of these groups — regardless of time or money. With all the competition out there, making those connections and gaining the knowledge in these organizations can help you get ahead.  On the topic of making connections and personal relationships, Brent shares how an important topic for CultivatED Marketer is mentorship. He asks Eric how he has gone about identifying mentors and cultivating that relationship. Eric says thinking about the people you’ve talked to that have mutual interests or you gravitated toward could be helpful in identifying your potential mentors. And when making the initial contact with someone, think about what value you can provide them instead of just what you can get out of it, The group talks about how it’s important not to assume that the younger person in the mentorship relationship doesn’t have anything to offer — as the world changes and technology changes, everyone has something they can bring to the table. — Eric wraps up by sharing some news about his company, Vessel Media, which has recently transitioned into a business called Leverage Lab, which helps media organizations, brand advertisers, and member associations get the most value out of their first-party data. It was recently named one of the Fastest Growing Area Businesses by the Kansas City Business Journal. Upcoming CultivatED Marketer Guests Up next, we continue our series on mentorship.

Welcome to CultivatED Marketer … In this 15th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Danielle Bond. Danielle is the Chair of the International Association of Business Communicators (IABC). Danielle lives in Melbourne, Australia, where she is the CMO for Aurecon in addition to her role in the IABC. We discuss the IABC, professional development organizations, and assembling the right team. CultivatED Marketer Ep. 15 — Danielle Bond Show Notes Brent and Matt talk with Danielle Bond, chair of the International Association of Business Communicators. Brent and Matt discuss the IABC their connections to the professional development organization for marketers. Brent is speaking on podcasting at an upcoming IABC conference, and Matt spent three years on the international executive board. Matt asks Danielle to share the story of her career path that lead to where she is now. Danielle says she originally planned to become a lawyer, but she then realized that wasn’t for her. Then, she began working in theatre and radio before she found her way into professional services marketing for a law firm. Since then, she’s spent decades in marketing. She is currently the CMO of Aurecon.  One of the things that makes IABC unique is the focus on the “I” — international. What role does it have to play globally, and what role does it play for the marketers who belong to the organization? Danielle says that we should start with the reason people join these types of organizations in the first place. She joined IABC when she moved to Melbourne from Sydney. It was a new job and a new city where she didn’t have a strong network. IABC became her network. Danielle points to the international aspect of the IABC as an advantage because it gives her access to best practices from around the world. She gives an example: in her day job, if she’s looking for guidance on discussing climate change, she will look to her network in Europe; if she’s doing crisis communication, she might look to the United States. Brent asks Danielle: How is IABC adapting to the future and more effectively marketing its value proposition? Danielle says that the IABC needs to be flexible and meet members where they are. People will need different things depending on where they are in their career and the type of work they do. She also says that, as a marketer, she can see that IABC needs to be better at marketing because right now it is a “well-kept secret” — they should take their own marketing advice. Danielle talks about the concept of shared interest groups that the IABC is moving toward. They are going to set up five groups to pilot the program — whether they are industry-specific, like engineering marketing professionals, or based on a topic such as change management. Matt asks Danielle: Why should people want to be involved in organizations like IABC? Danielle says that there are 1,000 IABC volunteers across the globe that are the backbone of the organization, and they get involved for a variety of reasons. She says that one reasons is a shared commitment to the group’s goals and beliefs that strategic communication can be a force for good in the world. There’s also the relationship aspect. She says it’s not a transactional organization but a relational one. Switching gears, Brent asks Danielle what the skills and attributes are that she looks for assembling a team. Danielle says she looks for technical ability. But while she looks for skill, she hires more for attitude, propensity to learn, curiosity, and whether they are good at working in a team. She says it’s also good to find people with a competitive spirit — they want to do well and win, but they want to do it as a team. Matt asks Danielle how she feels now that she’s a few months into her role as the Chair of the IABC, especially after a tough couple of years with the pandemic. Danielle says she’s feeling good. While some days it’s tough, it’s a privilege because not all organizations are there to help back you up as you learn through it like IABC is. She tries to focus on the things she can control and taps into the rest of the leadership time for support. Listen to Danielle on PodCatalyst with Peter Finn, IABC Executive Director, as they discuss IABC’s Strategic Plan. As the show wraps up, Danielle mentions that she was reflecting on the name of the podcast — Cultivated Marketer — and she says that she thinks it’s great because continuing to learn is what makes marketing so much fun. The integration of marketing and communication makes art. And she also shares that she’s very passionate about brand and brand-building; she hopes that one result of the pandemic is more respect and investment in branding.  Upcoming CultivatED Marketer Guests Up next, we launch our series on mentorship.

Welcome to CultivatED Marketer … In this 14th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, bring part two of their chat with Jessica Best, Vice President of Data-Driven Marketing at Barkley. In part two of a two-part discussion, we discuss tips Jessica has for becoming a speaker, her involvement in the Kansas City community, her work with KCUR, and what qualities she looks for in a teammate. If you haven’t listened to part one, don’t miss it. We chat email marketing and Jessica’s work as an international speaker. About Jessica: She leads a team who drives customer-centric marketing through data-driven analytics and insights — with a spectrum of clients from Dairy Queen to Planet Fitness. Jessica is a world-renowned expert who has spoken about email marketing internationally, and she says she goes from “zero to maximum email marketing geek in less than 60 seconds.”   Jessica Best, VP of Data-Driven Marketing at Barkley CultivatED Marketer Ep. 14 (Part 2) — Jessica Best Brent and Matt chat with Jessica Best, VP of Data-Driven Marketing at Barkley. Matt starts out by asking Jessica what advice she has for people who are looking into becoming speakers. Jessica says you might be surprised who is open to the idea of free education; for example, Nonprofit Connect has reached out to her year after year and she says yes. She always says yes to colleges and universities, too. Jessica says this is a great way to get started and get practice because educators are looking for people who are doing “it” — marketing, or whatever your specialty is — every day. Jessica says it’s important to remember you’re not getting up and singing or giving a speech. You’re teaching people what you do, which can make you feel more confident as a speaker. She also says it’s very rewarding when people are paying attention and trying to put the pieces of what you’ve taught them together, and she sees this a lot at business conferences. Brent highlights Jessica’s civic mindedness and asks about her role on the community advisory board for KCUR. What does that mean? Jessica says it’s a way for members of the Kansas City community to come together and give input and be involved in discussions with the radio station, which is the KC affiliate of NPR. She’s also part of Generation Listen, which is for young radio listeners, and Jessica is the chair of that group. She mentions her past position as the president of the KC Direct Marketing Association, and she jokes that nothing is harder than being the president of a group of volunteers who don’t have to listen to you. Jessica shares about her role as a board member for nonprofit music group, Te Deum, which she says has the goal of feeding people spiritually through music. She says if you’ve ever heard music or chants and felt “churched” in a way that feeds you spiritually, that’s what Te Deum is about, and the group has a diverse range of music they perform. She said when something speaks to her like that, she’s always happy to join another organization as a board member. Matt turns the topic toward professional development and asks Jessica what attributes she looks for when hiring or working with new team members. Jessica says that many people aren’t already experienced in email marketing, but she’s looking for people who are analytical and have natural curiosity. She looks for people who want to continually learn new things and are self-motivated. One suggestion she has is to offer to audit your favorite nonprofit’s email program for the year. You’ll always learn something. Jessica says when you start a new job, it’s a good idea to let your manager know how you best learn — whether you need to see it, hear it, write it down, practice, etc. She said it’s important to be your own best educator. And she suggests that you get comfortable with having your supervisor watch you work through a process to ensure it’s right. Brent asks Jessica how she continually works on her own professional development. She says she spends a lot of time learning about data architecture and where it’s stored, shared, and moved. Jessica recently wrote a thesis on data architecture — a functional requirement document — for one of her clients. Any last advice from Jessica? She says if you want to work in marketing but you’re not sure which part, give email marketing a try. There’s no formal “education” you need, so if you can prove yourself in two years, you can “write your ticket ” — or give Jessica a call. Upcoming CultivatED Marketer Guests Up next, we launch our series on mentorship.

Welcome to CultivatED Marketer … In this 13th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Jessica Best, Vice President of Data-Driven Marketing at Barkley. She leads a team who drives customer-centric marketing through data-driven analytics and insights — with a spectrum of clients from Dairy Queen to Planet Fitness. Jessica is a world-renowned expert who has spoken about email marketing internationally, and she says she goes from “zero to maximum email marketing geek in less than 60 seconds.” Jessica Best, VP of Data-Driven Marketing at Barkley CultivatED Marketer Ep. 13 (Part 1) — Jessica Best Brent and Matt talk with Jessica Best, VP of Data-Driven Marketing at Barkley. They’ll discuss data, doing good, and professional development. Jessica Best, who is on community advisory board for KCUR, starts by sharing a fun fact: Her first job was doing radio ad sales for Mix 93.3. She even voiced some of her own ad spots for local vendors. Brent and Matt agree that it was a good first foray into the kind of work she’s doing now, knowing her audience, the market, and the challenges of her clients. Brent asks what “data marketing” is, and what does it encompass? Jessica says that data-driven marketing is evolved from “CRM” marketing. The biggest use-case is email marketing, which she says almost everyone should be using. Data-driven marketing means starting with a database of information: the input (what do Matt and Brent order at Dairy Queen? They get this information through the app, if they order there) and output, meaning the sales they get and can attribute to their channels (Matt gets a push notification or coupon, and then goes to Dairy Queen two days later. Coincidence? Probably not).What does the data-driven marketing environment look like for today’s marketer? Brent notes that he heard a statistic saying that a single customer’s email address is worth $40. Jessica says that it’s like “collecting a database of humans that you own,” which she admits sounds pretty weird. She compares that to the cost of paid media, where you’re begging for people’s “eyeballs,” but with data-driven marketing, you have a list of hand-raisers who have opted in and said they like your product.Jessica talks about the difference between email marketing in 2003 compared to 2021. People sometimes ask her, “You still do email?” like they think it’s on its way out. And while she’s the first to admit that it can’t stand alone — email isn’t an acquisition channel — it has huge ROI and it’s an important part of any marketing strategy.What’s next for data-driven marketing? Jessica says that it hasn’t changed a lot with different channels, even from back when it was direct mail in the 1960s. The only difference was it was faster and less expensive. The places they see data-driven marketing is growing is through very similar channels, especially those related to mobile. For example, loyalty programs and push notifications that know where you are and what you’re doing.Jessica talks about how, from an AI perspective, marketing agencies were focused on collecting consumer data back in the early 2010s; as the decade went on, it became more about privacy. Even though our phones and smart speakers are listening to us right now. The data collection won’t go away, but people might be more aware of it and have a choice about it. Jessica says she foresees this changing significantly in the near future. Matt shares a quick anecdote about his wife’s mistrust of Alexa.Matt asks Jessica about her work as a speaker. How did she get started? Jessica says she started at the nudge of her CEO when she worked at emfluence. The CEO was doing an education program for local marketers and teaching them how to use email marketing. Once, he wasn’t able to give his presentation, so Jessica did it in his place, and she loved it. The positive feedback got back to Dave, the CEO, and he said “Okay, you’re doing it from now on!” Eventually, speaking became part of her job, and she even got to give her presentation at South by Southwest (SXSW). Before the pandemic, she got to speak in Dublin and Bucharest, and she even taught a semester in Barcelona. Upcoming CultivatED Marketer Guests Join us for part two with Jessica Best shortly. Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective, Jessica would beg to differ.More to come … including a series on mentorship.

Welcome to CultivatED Marketer … In the 12th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, bring part two of their chat with Kristen Majdanics, Senior Vice President of Firehouse Subs. In part two of a two-part discussion, we discuss attributes of a good team member and the different experiences between working in an agency vs. an organization. They close the discussion with a great case study: where your namesake earned you a free sandwich. If you haven’t listened to part one, do. We chat cause marketing and what Firehouse Subs learned through the pandemic. About Kristen: While she currently leads a team of 20 marketing professionals and provides support to more than 1,200 restaurants, Kristen worked for more than a decade at agencies in the Kansas City and Chicago areas. She graduated with a journalism degree from the University of Missouri in Columbia, and she is a former colleague and friend of our very own Matt Tidwell. Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs CultivatED Marketer Ep. 12 (Part 2) — Kristen Majdanics Brent and Matt talk with Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs. Brent starts by asking Kristen what attributes she’s looking for in the people she brings onto her team. She feels the people who have the most success on her team are those who are the most curious, open, and interested to learn. Also, being detail-oriented is important, especially in the people she manages, because she knows they are going to double check all their work. And, of course, someone who is adaptable to changes.Matt asks Kristen, because she has experience in both, whether she would recommend young marketing professionals to start in an agency or take a deep dive into an organization. Kristen says she found a lot of value in working at an agency because she got exposure to a lot of different areas and could learn from people in different departments. As she got older and more experienced, she felt more comfortable moving to the corporate side. For a young professional, it depends on where you want to go with your career.Brent asks Kristen whether there’s another way people can contribute to Firehouse Subs. She says, besides going into their open restaurants, they can donate directly at firehousesubsfoundation.org.Is there anything else Kristen wants to add? She remembers something else that doesn’t really fit the conversation … a story about working with what you have as well as brainstorming. She recounts a conversation with the CEO in November 2019, spurring a challenge for her team to drive sales with no extra media before the start of 2020. It’s how they came up with “Name Day,” where they announced a different name on social media each day. If that was your name, you could get a free sub. It went to show how limitations can lead to great ideas or campaigns. Upcoming CultivatED Marketer Guests Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective, Jessica would beg to differ.

Welcome to CultivatED Marketer … In this 11th episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs. While she currently leads a team of 20 marketing professionals and provides support to more than 1,200 restaurants, Kristen worked for more than a decade at agencies in the Kansas City and Chicago areas. She graduated with a journalism degree from the University of Missouri in Columbia, and she is a former colleague and friend of our very own Matt Tidwell. Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs CultivatED Marketer Ep. 11 (Part 1) — Kristen Majdanics Brent and Matt talk with Kristen Majdanics, Senior Vice President of Marketing at Firehouse Subs. They’ll discuss cause marketing as well as handling the crisis of the pandemic. Brent asks Kristen how cause marketing became part of the DNA of Firehouse Subs. Kristen shares that many people don’t realize Firehouse Subs was actually founded by two firefighters who were brothers in 1994. In the aftermath of Hurricane Katrina in 2005, the brothers wanted to do something to help, so they went to support a group of first responders who traveled from Orlando to help in New Orleans. After that, they realized they wanted to continue supporting first responders as a core tenet of the business.At that point, the Firehouse Subs Public Safety Foundation was created. The Foundation grants equipment to first responders, and most of the equipment is purchased through donations from guests rounding up purchases in the restaurant, or dropping cash in the coin jar. A few years ago, it got taken a step further, and now a portion of every purchase made at Firehouse Subs goes to the Foundation.How else can people give to the cause while in-person traffic to the restaurants is down due to the pandemic? Kristen says people can give online either at the Foundation’s website or by rounding up their order with an online purchase.Matt discusses his recent experience in a Firehouse Subs restaurant and the importance of authenticity in cause marketing, a conversation they also had with Mike Swenson. Matt says that with Firehouse Subs, the connection with the cause is very clear in its messaging.How has the pandemic changed things for Firehouse Subs? Kristen says she and her team had to function in a quick-turn manner because, while they usually plan content months in advance, they had to make a shift to fundamentals. At first, the most important thing was letting people know that Firehouse Subs restaurants were open. The loyalty program was a big focus in the early days as well.Customers trended toward wanting to collect points rather than redeem coupons for free combos. Other insights Kristen’s team picked up on: more group orders or family meals rather than office lunches, and more focus on comfort food such as melty cheese on their sandwiches.They also created a special fund for people to donate toward buying a meal for first responders in the context of health care workers, and they saw a large response from the community.To finish out part one of the interview with Kristen, Matt shifts the conversation toward careers. How has Kristen transitioned into a leadership role? Kristen says it’s important to find the balance between “letting go” and trusting other people to do the job … while also being accountable for what they do. She says that makes it even more important to hire people you trust. Upcoming CultivatED Marketer Guests Join us for part two with Kristen Majdanics shortly. Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective, Jessica would beg to differ.

Welcome to CultivatED Marketer … In the tenth episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Grant Gooding, CEO of PROOF Positioning. This part 2 of a two part discussion, we discuss a distinctive approach to hiring and what attributes he’s looks for in team members. We also chat supporting non-profits and why it’s so important to help underserved communities. If you haven’t listened to part 1, do. We chat emotional data in marketing and fear as a marketing catalyst. About Grant: After a professional start in the mergers and acquisitions world, Grant spent nearly a decade analyzing, valuing and transitioning hundreds of small and mid-market businesses. Eventually, he naturally gravitated toward understanding the 70% failure rates of acquisitions. Grant discovered a quant method that helped assess brand preferences; with that as a starting point, he and his team used principals of neuroscience and created a new methodology that accurately quantifies emotional resonance. Grant Gooding, CEO of PROOF Positioning CultivatED Marketer Ep. 10 (Part 2) — Grant Gooding Brent and Matt talk with Grant Gooding, CEO of PROOF Positioning and emotional data expert. Using principals of neuroscience, he and his team created a new methodology that accurately quantifies emotional resonance. He’ll share his distinctive approach to hiring as well as his alignment with community and cause in part two of this interview. Matt starts by asking Grant what he’s looking for when it comes to hiring young professionals — what are the qualities he wants to see see in the members of his team? Grant says he doesn’t typically look at resumes. He’s most interested in people who ask good questions. He also believes that each of us is genetically predisposed to be great at something, but society discourages us from doing those things. Why do we focus more on the classes where we have C grades, for example, rather than the classes where we get an easy A+?Grant prefers hiring people who weren’t necessarily straight-A students, because while those people are smart, they may not be self-aware. Meanwhile, each person on his team at PROOF Positioning excels at something specific, and it means he has a very high-performing team. Everyone knows their responsibilities and areas of expertise.Brent asks Grant about something he previously said: that talent is equally distributed, but opportunity isn’t. How does Grant’s civic-mindedness play out as one of his company’s values?Grant shares that he believes any organization is only as strong as the community that surrounds it. While his company has a nonprofit outreach branch, Grant’s passion is sharing information about entrepreneurship with kids in areas of the city that may not have been previously exposed to it. Grant gives a quick preview of the next topics he’s working on for his PROOF Positioning blog: identifying your “A+” and why the pre-election data was wrong again. Upcoming CultivatED Marketer Guests Kristen Petrillo Majdanics — Senior VP of Marketing for Firehouse Subs. She will share her experience in B2C marketing and likely talk about what it’s like in the restaurant industry during a pandemic.Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective, Jessica would beg to differ.

Welcome to CultivatED Marketer … In this ninth episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Grant Gooding, CEO of PROOF Positioning. After a professional start in the mergers and acquisitions world, Grant spent nearly a decade analyzing, valuing and transitioning hundreds of small and mid-market businesses. Eventually, he naturally gravitated toward understanding the 70% failure rates of acquisitions. Grant discovered a quant method that helped assess brand preferences; with that as a starting point, he and his team utilized some principals of neuroscience and created a new methodology that accurately quantifies emotional resonance. Grant Gooding, CEO of PROOF Positioning CultivatED Marketer Ep. 9 (Part 1) — Grant Gooding Brent and Matt talk with Grant Gooding, CEO of PROOF Positioning and emotional data expert. Using principals of neuroscience, he and his team created a new methodology that accurately quantifies emotional resonance. He’ll share his take on analytics from an emotional data perspective in part one of this interview. Brent asks Grant about the emotional data process and how it differs from traditional marketing research. Grant says that the high failure rate of acquisitions led him to ask questions no one else was asking: Why is anyone even doing business with either company? This led him to developing his quantitative emotional data method.Grant shares that “secret sauce” to his method is the ability to digitally survey people to truly understand how important things are to them — emotionally. Grant is confident that, without asking a survey participant who they were voting for, they could very accurately arrive there. In fact, his team won’t use their method in politics because they believe it would work so well, it would even impact election results … “dangerous stuff.”Matt wants to know that “moment” that Grant realized he was doing something special and could turn it into a business/agency. Grant says, “You’re not going to like the answer” … When the housing market collapsed, regulations that came down made it difficult for certain acquisitions, so he saw the writing on the wall in regards to his previous job. He wanted to keep his wife, his dog, and his house, so he needed a way to make money. Grant believes that anyone can be an entrepreneur — it’s not a genetic predisposition. You just have to show up every day.To finish out part one of the interview with Grant, the guys discuss how fear is a strong emotional motivator. Brent asks about Grant’s “Fear” webinar he did last year. According to Grant, fear is the most powerful emotion and is responsible for the actions of many people throughout history. And fear is part of our everyday life, even though most people don’t realize it. Upcoming CultivatED Marketer Guests Join us for part two with Grant Gooding shortly. Kristen Petrillo Majdanics — Senior VP of Marketing for Firehouse Subs. She will share her experience in B2C marketing and likely talk about what it’s like in the restaurant industry during a pandemic.Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective, Jessica would beg to differ.

Welcome to CultivatED Marketer … In this eighth episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, aren’t interviewing a new guest. Instead, they decide to take a reset, reflect on the guests they’ve had over the past six episodes, and look forward to what’s coming up next. CultivatED Marketer Ep. 8 Brent and Matt reflect on the CultivatED Marketer guests and note how each brought different stories and experiences along with them — many of which are related to the themes of change and transition. Mike Swenson (Ep. 6 and Ep. 7) shared how he started his career in the traditional news journalism industry, moved into politics, and then became a marketer and agency leader for decades.Matt and Brent agree that change is the only constant in marketing, and they discuss Angie Pastorek (Ep. 4) who transitioned into academia from her professional career in marketing.As they consider what role academia can play in educating the future marketers of the world, Matt and Brent mention Kathryn Lorenzen (Ep. 3), a recruiter who shared tips for young professionals and what employers are really looking for.Matt and Brent discuss the notion of being a “Ben Zobrist” utility player in marketing, and they agree that being a specialist in some area is becoming increasingly important. Brent then recalls Ben Heisler (Ep. 5) from Sports Illustrated and mentions that he should really be there if they’re going to talk sports.Ben Heisler was someone who needed to re-invent himself after being laid off from his previous job during the pandemic. For Ben, it came down to an interest and an aptitude that allowed him to demonstrate his skills and land his current job.The podcast’s first guest, John Hall (Ep. 2), provided great tips about how to develop authentic relationships and being top of mind. Upcoming CultivatED Marketer Guests Grant Gooding — The CEO of PROOF Positioning and an emotional data expert. He’ll share his take on professional development and analytics from an emotional data perspective.Jessica Best — VP of Data-Driven Marketing at Barkley and previously worked at emfluence. Her specialty is email marketing — for anyone who thinks it isn’t effective, Jessica would beg to differ.Kristen Petrillo Majdanics — Senior VP of Marketing for Firehouse Subs. She will share her experience in B2C marketing and likely talk about what it’s like in the restaurant industry during a pandemic.Andy DiOrio — A strategic communicator who’s also on Matt’s advisory board for the master’s program at KU. He’s previously worked at AMC Theatres, Sprint, Hallmark, and Lockton, though he has his own business now. Andy is also a cancer survivor, so he’s sure to share some interesting experiences on the show.

Welcome to CultivatED Marketer … In this seventh episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mike Swenson — part two of a two-part conversation. A veteran communication professional, Mike has enjoyed a multifaceted career as a broadcast journalist, a governor’s press secretary, and founder and leader of a successful public relations firm that has produced ground-breaking work. His next act includes some voice and on-camera acting work. We’ll chat the evolution of marketing communications and the skills needed to advance in the industry. CultivatED Marketer Ep. 7 (Part 2) — Mike Swenson Brent and Matt talk with Mike Swenson, veteran communication professional. Mike has enjoyed a storied career as a broadcast journalist, press secretary to a Governor, and founder and leader of a successful public relations firm that produced ground-breaking work. His next act includes some voice and on-camera acting work. In the end, Mike’s firm came up with a campaign that became Lee National Denim Day. He tells the story of how the program migrated along with the cause over the years, which speaks to the depth and longevity of the program.After mentioning how all this work took place right in Kansas City, the group discusses whether new marketing professionals in the field still feel they need to move to the coasts to work on “cool” projects. Mike believes the culture is changing … and when his firm would fly candidates in from elsewhere in the U.S., including the coasts, they were always blown away by KC (in a positive way).Brent asks which skills Mike believes are most important for inexperienced marketers. When people ask Mike what he’s looking for when hiring, he says a sense of urgency. Focusing on the details and doing what you say you’re going to do — he wants people to be urgent about that. He also mentions the entrepreneurial spirit of having the freedom to try and the freedom to fail.For new marketers, Mike says there’s a learning curve to putting yourself out there and sharing your ideas, but you have to learn to sit with being uncomfortable at first. Brent shares about the conversations he has with new marketers in his own business — don’t be afraid to speak up because he wants to hear any ideas they have.Mike places importance on the idea that you always have to keep learning. And that you’re never alone … you have a team to lean on. Mike says his proudest accomplishment from 32 years in the industry is all the friendships and relationships he’s made along the way.When considering the next leaders in his organization, what did Mike look for in his employees? Mike says he liked to identify people who could do things better than he could, while also being inspiring to the rest of the team. He also says, once you’ve identified those leaders, it’s important to get out of their way and let them lead.Even when a leader isn’t leaving — like Mike left Crossroads in July of last year — Mike believes in creating practice groups with specific focuses within the organization as a way for people to assume leadership roles. It gives them a chance to build their portfolio and learn tactics for managing people.The group discusses the ways that professional development is important for young marketers and the types of opportunities that are available — from organizations to conferences and more.What’s the next act for Mike? Brent and Matt ask about Mike’s new focus on a creative pursuit: voice acting. Mike shares that he’s always been told he had a “great voice,” and he started out in radio and television broadcasting. He’s always been interested in voice acting but never had the time to pursue it until now.Now he has professional demo tapes, hired an agent, and is in the process of building out a home studio. He’s excited about it because it’s fun and something he’s always wanted to do. He says his dream would be owning a radio station and hosting a morning show with sports talk, news, and music … sell a few ads and play golf in the afternoons.Mike concedes it will probably never happen because he hears it’s not easy to buy a radio station these days … but Brent reminds him about the world of podcasting and says “we should talk …”

Welcome to CultivatED Marketer … In this sixth episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Mike Swenson. A veteran communication professional, Mike has enjoyed a multifaceted career as a broadcast journalist, a governor’s press secretary, and founder and leader of a successful public relations firm that has produced ground-breaking work. His next act includes some voice and on-camera acting work. We’ll chat the evolution of marketing communications and the skills needed to advance in the industry. CultivatED Marketer Ep. 6 (Part 1) — Mike Swenson Brent and Matt talk with Mike Swenson, veteran communication professional. Mike has enjoyed a storied career as a broadcast journalist, press secretary to a Governor, and founder and leader of a successful public relations firm that produced ground-breaking work. His next act includes some voice and on-camera acting work. Mike shares about his “retirement” from working at Crossroads, but has started his own consulting business … so he sees it more as “repackaging” his talents and brand, rather than retiring. The group comments on Mike’s radio voice. Anyone out there looking for a new voice?Matt brings the group’s attention to the recent topic of brands taking stands, which Mike is familiar with from his previous work in cause marketing. He asks Mike about his nationally-known project, Lee National Denim Day.“What better public relations is there than to have our corporate clients partner with a non-profit and give back?” Mike believes investing in a community is the best thing a client can do .. which can help in the future so they have a “savings account” when things go wrong.As “Casual Friday” was taking hold in the mid-1990s, women were having a harder time dressing casually without being able to wear jeans. Lee Jeans wanted to convince companies it was okay to wear jeans in the workplace. At the same time, they wanted to support breast cancer, which was more stigmatized in 1990s society than it is today. In the end, Mike’s firm came up with a campaign that became Lee National Denim Day. He tells the story of how the program migrated along with the cause over the years, which speaks to the depth and longevity of the program. Upcoming CultivatED Marketer Guests Guest — Join us for part two with Mike Swenson shortly.

Welcome to CultivatED Marketer … In this fifth episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, chat with Ben Heisler. Ben is the newly minted host and analyst for Sports Illustrated’s gambling and fantasy sports sections. He most recently was on the other side of microphone as the host and executive producer of the Awful Announcing Podcast. His career has spanned various media including online, radio and TV. We discuss research through informational interviews and job transition. CultivatED Marketer Ep. 5 — Ben Heisler Show Notes Brent and Matt talk with Ben Heisler, from Sports Illustrated gambling & fantasy sports sections. Ben discusses his new job as host, analyst, writer and editor for two vertical sections in Sports Illustrated — fantasy sports and sports betting (gambling). It’s a fascinating time to be in the industry, especially as the conversations about legalizing gambling are taking place around the world.Considering how difficult it can be to land a job during the best of times, Matt asks Ben to share advice on getting a new gig during a global pandemic. Ben shares that he was laid off prior to the pandemic and believes there was some good luck at play … but he took advantage of the “informational interview” during his months of job searching.The group discusses the value of informational interviews and how jobseekers should approach the interview in a way that’s mutually beneficial for everyone involved.Ben remembers how former college classmates would “box themselves in” by focusing only on sports broadcasting. He believes in the importance of broadening your horizons by learning from others, and being a good writer. He asserts that knowing how to write will help you in any area of life.When it comes to specialization vs. versatility, Ben says it’s possible to do both. Matt relates it to what he sees with his own students — trying to find your path and being versatile, but learning specialized skills that can be valuable across many industries.Ben shares a bit about his experiences as the host of the Awful Announcing podcast. He got to interview famous sports broadcasters such as Joe Buck and Ian Eagle. One of his favorite questions to ask: When did you find your voice?The group discusses guests Ben’s had on the podcast and the unique stories they’ve shared.As the show comes to a close, what are Ben’s final pieces of advice? Though he says it’s cliché, “treat people well.” Sending thank-you notes and showing you’re easy to work with can go a long way. #ICYMI — Meetups discussed with previous guest Angie Pastorek Free Monthly Workplace Communication Link and Learns: https://edwardscampus.ku.edu/link-and-learns Graduate Certificate and Master’s Degree in Organizational Communication: https://edwardscampus.ku.edu/communication Upcoming CultivatED Marketer Guests Mike Swenson — A veteran communication professional, Mike has enjoyed a multifaceted career as a broadcast journalist, a governor’s press secretary, and founder and leader of a successful public relations firm that has produced ground-breaking work. His next act includes some voice and on-camera acting work. We’ll chat the evolution of marketing communications and the skills needed to advance in the industry.

Welcome to CultivatED Marketer … In this fourth episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, wrap up their discussions from the 2020 Kansas City IABC Business Communicator Summit (BCS). They chat with Angie Pastorek, University of Kansas Program Director and Lead Faculty member for the master’s degree in organizational communication. Her teaching and research interests center around organizational culture and communication practices, membership negotiation, and organizational change. Before Angie Pastorek … Catching Up With Matt and Brent How bad is it to your personal brand if you’re caught a photo not physically distancing on the national news?  We all want to get outside during the pandemic, but not necessarily at the expense of our healthy, safety or our personal brand. The gents discuss the Lake of Ozarks bar being featured on the Today Show. How do you navigate change? In advance of the interview with Angie, whose discussion covers change. Brent and Matt talk about how the pandemic has only heightened the need to make adaptability a key attribute. How critical are soft skills or hybrid skills right now? More communicators and marketers are being promoted in varying leadership roles. What skills are required — whether hard skills or soft skills — to attain that level of advancement? CultivatED Marketer Ep. 4 — Angie Pastorek, Kansas City IABC BCS Show Notes Brent and Matt talk with Angie Pastorek at the Kansas City International Association of Business Communicators (IABC) Business Communicators Summit (BCS) Angie teaches graduate courses at The University of Kansas in organizational communication, covering topics such as change management, communication ethics in the workplace, conflict management, professional writing and speaking skills, organizational culture, team development, and engaging workplace diversity.  She offers free monthly Link and Learns, regardless of whether you’re a current student. If you’re interested in the program she leads, please visit her webpage. Also attached is a printable pdf of the Link and Learn schedule as well. Free Monthly Workplace Communication Link and Learns: https://edwardscampus.ku.edu/link-and-learns Graduate Certificate and Master’s Degree in Organizational Communication: https://edwardscampus.ku.edu/communication Upcoming CultivatED Marketer Guests Ben Heisler — Ben is the newly minted host and analyst for Sports Illustrated’s gambling and fantasy sections. He most recently was on the other side of microphone as the host and executive producer of The Awful Announcing Podcast. His career has spanned various media including online, radio and TV. We’ll chat career research through informational interviews and job transition.

Welcome to CultivatED Marketer … In this third episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, release one of their series of three discussions from 2020 Kansas City IABC Business Communicator Summit (BCS). They chat with LandaJob’s Kathryn Lorenzen about the importance of networking and obtaining a master’s degree. Before Kathryn Lorenzen … Catching Up With Matt and Brent How has this pandemic impacted marketers and brands?  Pivoting business modelsAnd polarizing — marketers working on either end of the spectrum of out of work to never been busier. Matt and Brent chat about industry dynamics on that point.Matt highly recommend watching the April 26 60 minute episode on how auto makers pivoted their businesses. It makes one remember World War 2 (WW2) production act Speaking of businesses that are making pivots  The Iron District, a North Kansas City food and retail center comprised completely of shipping containers, made a huge successful pivot with their online curbside Saturday pick ups. A lot of what’s transpired with the pandemic is that when people and groups band together in that shared experience, they’ve shown you can survive together. Even during the pandemic, is networking one of the most important things you could be doing right now? it’s so important to stay connected. During these trying times, it may have to be in a different way but still network and meet new people when you’re able. CultivatED Marketer Ep. 3 — Kathryn Lorenzen, Kansas City IABC BCS Show Notes Brent and Matt talk with Kathryn Lorenzen of LandaJob at the Kansas City International Association of Business Communicators (IABC) Business Communicators Summit (BCS) How do you approach the decision of potentially going back to school for your master’s degree?First, you want to understand the potential value of a masters degree to your career. Then, you can determine what the right program might look like for you. How do employers view and advanced degree? Is it a differentiator? It depends. Every organization is different. There are a growing list of job titles and functions that on paper require advanced degrees. The biggest differentiator is the rate and degree change occurring in marketing right now. Should young professionals join clubs? What makes these young professionals not join?Joining clubs and professional associations is one of the best things a young professional can do. It allows them to meet not only new peers but also possible mentors and learn of opportunities. Unfortunately, trends for memberships seem to be down as competition for programming and our time has never been greater. What’s the biggest advice when looking at a Masters program?Talk to people. Ask them about their experiences. How has their learning translated to their career. How is the market right now for hiring? Hiring was strong at the end of February. In presidential election year, hiring tends to slow down. (And, when you have a pandemic, all bets are off.) How important is it to network when looking for a job and applying for jobs? IMPORTANT. Only about 30% of jobs are filled through online job postings. The rest: the people you know. You can contact Kathryn at LandaJob.com Upcoming CultivatED Marketer Guests Angie Pastorek — Program Director and Faculty of the Organizational Communications Graduate Program at The University of Kansas. She will talk about challenges and opportunities about working as a team, as well as what skills are really important in the workforce. 

Welcome to CultivatED Marketer … In this second episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, kick off a series of three discussions from 2020 Kansas City IABC Business Communicator Summit (BCS). They chat with conference keynote speaker, author, and Co-founder of Calendar.com John Hall about staying top of mind and building authentic relationships. The hosts serving as value scientists in talking with author, KCIABC BCS keynote speaker John Hall (left). Before John Hall … Catching Up With Matt and Brent Brent and Matt discuss the pandemic dress code: Brent going casual this week with Matt working the the video chat mullet — business up top, and shorts out of frame. (Well, they did record on international work in your pajamas day). Matt’s staying busy, working with students in their new normal or — should we say — new abnormal.The gents discuss the pandemic as a catalyst and how people have had to adapt and work from home.That catalyst includes observations on leadership. The time has demonstrated how transparency, empathy and relevancy stand out.Additionally, part of Cultivated Marketer was about the rate of change in marketing. The catalyst has been the mother of innovation. Particularly if you have any expectation of communicating or meeting with others. (The IABC international conference has gone virtual.)Or … need simply to stay relevant, such as J Rieger Co., who has re-engineered their work to take their alcohol to make hand sanitizer. Or … Hy-Vee, who 12 weeks ago was in the process of unwinding their grocery delivery business. Not so fast. Somehow — though it was recorded several weeks prior — staying top of mind is now more relevant that ever. We welcome our first guest, John Hall. CultivatED Marketer Ep. 2 — John Hall, Kansas City IABC BCS Show Notes Brent and Matt talk with John Hall at the Kansas City International Association of Business Communicators (IABC) Business Communicators Summit (BCS) John Hall is the Co-founder and President of Calendar.com, a leading scheduling app that he is convinced will change how we manage and invest our time. He writes weekly columns for Forbes and has contributed to more than 50 online publications. Author of the best selling book, Top of Mind. John discusses the notion of top of mind and the opportunities it can bring to you.He shares trust touch points one can use to engage people a certain way so you can affect their life, thereby moving you from their short-term to long-term memory. In fact, he has a particular signature way he closes his keynote addresses that reinforces that ideaJohn talks about the importance of becoming a “value scientist,” taking every opportunity to ask people what’s valuable to them.Another practice John covers is “Content Triggering.” It’s the idea of chronicling the ideas or items that people find of value and then re-sharing them.They review the balance required in staying focused while helping others. In it, John recommends a book called Selfless Service.That balance includes doing more with less, and the calendar.com app contains a slew of features to assist there. John shares some funny personal stories on testing some new features.John has a new LinkedIn series. You can follow him there. In fact, how he writes is different from other outlets, including his Forbes column, or Twitter. John tries to do content triggering so if you don’t resonate with one platform, then try another. The crew closes on the topic of marketing strategy and what it takes to focus on and attain industry ownership. Upcoming CultivatED Marketer Guests Kathryn Lorenzen — She’s a long-time recruiter and career coach at LandaJob. Kathryn will chat what networking means from a professional development standpoint.Angie Pastorek — Program Director and Faculty of the Organizational Communications Graduate Program at The University of Kansas. She will talk about challenges and opportunities about working as a team, as well as what skills are really important in the workforce. 

Welcome to CultivatED Marketer … In the first episode of CultivatED Marketer, hosts Brent Bowen and Matt Tidwell, PhD, introduce themselves and the show. They talk about why they started the podcast: to help other marketers and themselves with the ever-changing world of marketing professional development. In addition, they’ll regularly bring on guests to showcase exceptional individuals and work being done in the new Midwest of Kansas City and beyond. Launching show in midst of COVID-19 — but committed to making the podcast happen! CultivatED Marketer Welcome Show Notes Some introductions … Co-host Brent Bowen has been a long-time podcast host, producing podcasts since 2009 (or before). Brent is currently the owner of Sparkcade Marketing, which is a small marketing agency in the Kansas City area. He has been in the Marketing area for 25 years, including podcasting. He loves podcast and is running six shows in some form or fashion. Sparkcade offers integrated marketing services with a heavy emphasis on digital marketing. He never thought he would have to break out the crisis manual like he has the in the past few weeks. IABC board. Brent ran internship programs, met great professionals.Matt Tidwell, PhD, is currently an Assistant Dean for Graduate Studies and Program Director at the University of Kansas, where he runs a master degree program at Edwards Campus in KC for integrated marketing communications for working professionals. Before that, a long career in marketing communications working for different brands around KC. Most time teaching now is in crisis communication. He’s always been a professional development guy.  Why They Created CultivatED Marketer Podcast Motivation behind this show: Professional development has never been so important because of the changes in marketing. People are confused about the right way to approach the marketing field and their professional development. There’s so much marketing specialty segmentation now. It can be hard figuring out which path would be best for development. They created the show to cut through that clutter and make it less confusing for the person in determining what they want to try to do. Plan to promote great work from local organizations, any conferences, sessions or summits that are great to go to, events — when we can get back to them. (IABC to PRSA to engineering and ag marketing groups.)Intend to shine a light on Kansas City and the great work done in KCFor established marketers, they plan to sharpen the saw — discussing continual learning opportunities and the injection of science that’s taken hold of the field in recent years.They will point people to great resources, so if you don’t know an answer you can find it for you or a clientTalk case studies — classics, such as the “I am Loved” button to newer items like the award-winning Wendy’s social media campaigns.Guests could range from Chief Marketing Officers (CMO), independent marketers, and folks in the agency world. KC is a fantastic small business town, so we’ll chat the gig economy too.In short, the KC mentality is one of giving back. So if it’s Important for marketers and their development, they’ll touch on it. Upcoming CultivatED Marketer Guests John Hall — Author of Top of Mind, Co-founder at Calendar.com. He chats establishing great connections. Kathryn Lorenzen — She’s a long-time recruiter and career coach at LandaJob. Kathryn will chat what networking means from a professional development standpoint.Angie Pastorek — Program Director and Faculty of the Organizational Communications Graduate Program at The University of Kansas. She will talk about challenges and opportunities about working as a team, as well as what skills are really important in the workforce. 

CultivatED Marketer is a bi-weekly podcast focusing on the Midwest marketing communications community — and, more specifically, the professional development needs of that community. This community has traditionally been very strong over the past two to three decades evidenced by: Vibrant corporate communications groupsExcellent (and a large number of) mid-size and large agenciesNotable professional development organizationsGrowing start-up, entrepreneurial community of past 12-15 years has spurred need for more niche communication and solo practitioners Our mission at CultivatED Marketer is to help grow brand YOU …