Join Malcolm Gladwell, author and host of Revisionist History, for Smart Talks with IBM as he speaks with visionaries who are creatively applying technology in business to drive change and transform their industries. This season, Smart Talks with IBM is hitting the road. We’re stepping outside the studio to explore how IBM clients are using artificial intelligence to transform the way they do business. It’s a fresh look behind the curtain of technology, where big ideas meet cutting-edge solu ...
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continue reading
Content provided by UserTesting. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by UserTesting or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
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What most marketers miss about marketing effectiveness with Sorin Patilinet
Manage episode 518668324 series 3400520
Content provided by UserTesting. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by UserTesting or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Episode web page: https://bit.ly/49xoJWL
-----------------------
Episode summary:
What does it really mean for marketing to be "effective" in today’s complex, data-rich environment? In this episode of Insights Unlocked, Sorin Patilinet—PepsiCo’s Global Marketing Insights leader and author of Marketing Effectiveness—joins UserTesting CMO Johann Wrede for a deep dive into how marketers can shift from tactical fixes to strategic, system-wide thinking.
Sorin unpacks the concept of marketing as a system, not just a set of disconnected tactics, and explains how AI and automation can enhance—not replace—human decision-making. From defining what effectiveness actually means within your organization to embracing consistency and simplifying the martech stack, this conversation is full of actionable insights for marketing leaders navigating change.
Key themes and topics:
Why marketing effectiveness must go beyond ad performance metrics
Applying engineering-based systems thinking to brand strategy
The evolving role of AI in enhancing marketing decision-making
How to define "effectiveness" for your organization—and stick to it
The power of creative effectiveness and the compounding impact of consistency
Why marketers need to focus more on understanding customers than chasing channels
Practical advice for internal stakeholder alignment and building a culture of insights
Balancing innovation with simplification in a cluttered martech world
Resources & Links:
Sorin Patilinet on LinkedIn (https://www.linkedin.com/in/patilinet/)
Sorin’s book Marketing Effectiveness (https://marketing-effectiveness.com/)
UserTesting’s Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/)
Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
Learn more about Insights Unlocked: https://www.usertesting.com/podcast
About the show:
Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting (https://usertesting.com/podcast)
206 episodes
Share
Manage episode 518668324 series 3400520
Content provided by UserTesting. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by UserTesting or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Episode web page: https://bit.ly/49xoJWL
-----------------------
Episode summary:
What does it really mean for marketing to be "effective" in today’s complex, data-rich environment? In this episode of Insights Unlocked, Sorin Patilinet—PepsiCo’s Global Marketing Insights leader and author of Marketing Effectiveness—joins UserTesting CMO Johann Wrede for a deep dive into how marketers can shift from tactical fixes to strategic, system-wide thinking.
Sorin unpacks the concept of marketing as a system, not just a set of disconnected tactics, and explains how AI and automation can enhance—not replace—human decision-making. From defining what effectiveness actually means within your organization to embracing consistency and simplifying the martech stack, this conversation is full of actionable insights for marketing leaders navigating change.
Key themes and topics:
Why marketing effectiveness must go beyond ad performance metrics
Applying engineering-based systems thinking to brand strategy
The evolving role of AI in enhancing marketing decision-making
How to define "effectiveness" for your organization—and stick to it
The power of creative effectiveness and the compounding impact of consistency
Why marketers need to focus more on understanding customers than chasing channels
Practical advice for internal stakeholder alignment and building a culture of insights
Balancing innovation with simplification in a cluttered martech world
Resources & Links:
Sorin Patilinet on LinkedIn (https://www.linkedin.com/in/patilinet/)
Sorin’s book Marketing Effectiveness (https://marketing-effectiveness.com/)
UserTesting’s Johann Wrede on LinkedIn (https://www.linkedin.com/in/johannwrede/)
Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)
Learn more about Insights Unlocked: https://www.usertesting.com/podcast
About the show:
Insights Unlocked is the go-to podcast for marketing, UX, product, and CX leaders. Each week, we feature candid conversations with the builders and thinkers behind today’s most impactful customer experiences. Brought to you by UserTesting (https://usertesting.com/podcast)
206 episodes
All episodes
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Similar to Insights Unlocked
Join Malcolm Gladwell, author and host of Revisionist History, for Smart Talks with IBM as he speaks with visionaries who are creatively applying technology in business to drive change and transform their industries. This season, Smart Talks with IBM is hitting the road. We’re stepping outside the studio to explore how IBM clients are using artificial intelligence to transform the way they do business. It’s a fresh look behind the curtain of technology, where big ideas meet cutting-edge solu ...
…
continue reading
The Accidental CEO Podcast is where high-performing entrepreneurs come to scale beyond themselves. Hosted by Nata Salvatori—business coach, multi-business owner, and identity-shifter-in-chief—this show is your space to evolve from over-involved operator to embodied CEO. You won’t find hustle hype or beginner tips here. This is about real leadership, strategic freedom, and the inner work it takes to grow a business that no longer runs on your burnout. Each episode blends sharp strategy with e ...
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Imagine if your funniest business-savvy friend handed you a life cheat sheet every week. That’s The System for Everything — quick, relatable episodes packed with real tips, real talk, and way too many reality television references. Hosted by Julie Fried, it’s the podcast that proves systems don't have to be boring. If you love practical tips but need them served with a side of sharp wit, this is your new favorite system. Whether you're a small business owner, creative entrepreneur, busy pare ...
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Welcome to the Healthy Spaces podcast, where we explore how climate technology and innovation are transforming the spaces where we live, work, learn, and play. This season, we’ll explore how technology and AI can drive business growth, and help the planet breathe a little bit easier.
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continue reading
NerdWallet’s trusted finance journalists answer real-world money questions to help you make smarter financial decisions with confidence. Each episode dives deep into topics like budgeting, saving, investing, home buying, and credit cards, cutting through misinformation to bring you clear, actionable advice backed by thorough research. By the end of every episode, you’ll have the latest financial insights and the tools you’ll need to manage your money wisely, build wealth, and plan for life’s ...
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Matching real people, asking real questions about their money, with experienced Financial Advisors. You’ll hear answers to important questions like: Is now the right time to buy a house? What to do if your business fails? How should I be saving to cover the cost of college? How much do I really need to retire and am I on track? Join us as our guests share their stories around life's major moments. And hear the difference a conversation can make. Hosted by Morgan Stanley Wealth Management’s J ...
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Go beyond the hype and headlines. Hear stories from real people using AI to do more of what they love about their jobs. From the F1 track to the kitchen—and even the bottom of a lake—learn how new tools are helping creatives, makers, visionaries, and their teams think big, move faster, and focus on the work that matters most.
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continue reading
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