Marketing Beyond with Alan B. Hart

How might your marketing strategy change if you could prove—with shared baselines and benchmarks—which efforts truly move the needle, and which don't?
Anaplan CMO Jim Freeze explains how AI is evolving marketing workflows, elevating creative focus, and tightening the link to measurable outcomes. He details how his team sets explicit productivity goals and uses AI to support content development, enabling marketers to spend more time on strategy, creativity and smarter channel-mix decisions. He also dives into measurement fundamentals with practical advice leaders can act on now: establish transparent targets, align on baselines and industry benchmarks, and report progress regularly.
The conversation also emphasizes tighter alignment with sales, stronger finance fluency for marketers, and preparing for the AI-driven search that will reshape content and site strategy.
 
In this episode, you'll learn: 
Jim's tips to demonstrate marketing's value with metrics leaders trust  

The importance of baselines, benchmarks and transparent reporting to earn credibility with the C-suite 

The potential benefits of cross‑functional accountability and AI integration to pipeline velocity, win rates and team focus 
 
Key highlights: 

[00:00] Introduction  

[01:40] Our first math major and second lawyer 

[04:20] From programming in C to being a CMO 

[07:55] The scope of Anaplan 

[12:15] How Anaplan is using AI 

[15:45] The evolution of the marketer role 


[18:45] Demonstrating the value of marketing  

[23:25] The importance of transparency 

[26:55] Ways to improve your measurement framework 

[30:00] An experience that defines you: Leaving law 

[32:25] Advice to your younger self: Take more risks   

[33:10] A topic marketers need to learn more about: Finance   

[34:50] Trends and subcultures to watch: AI search 

[35:40] Largest opportunity to marketers today: AI 
 
Resources mentioned:   

Anaplan 

 

Follow the podcast:   

Listen on Apple Podcasts   

Listen on Amazon Music  

Listen on Audible  

Listen on iHeart Radio 

Listen on Spotify   

 
Connect with Jim Freeze and Anaplan: 

Jim Freeze on LinkedIn 

Anaplan on LinkedIn 


Anaplan on YouTube 

 
Connect with Alan Hart and Deloitte Digital:    

Alan Hart on X 

Alan Hart on LinkedIn  

Deloitte Digital on LinkedIn  

Deloitte Digital on Instagram  

Deloitte Digital on YouTube  

Deloitte Digital on Threads

What if your next marketing idea could become your company's most valuable product? 
Armen Najarian, former CMO at Sift, discusses the challenges of marketing in the digital fraud prevention industry, the power of incentives, and how a marketing solution became an impactful product innovation.

Armen shares how creative referral programs like "Super Sifters" and a strong focus on third-party reviews have elevated Sift's market position and built lasting customer trust. He also explains how the company's Fraud Industry Benchmarking Resource (FIBR) tool began as a marketing initiative that faced internal pushback over essentially making company data open source. Despite the risks, the idea evolved into a real-time, peer comparison product feature—and ultimately became Sift's top demand generator. Armen's experience highlights the value of bold experimentation and cross-functional, innovative thinking in driving marketing-led growth. 

 
In this episode, you'll learn: 
The incentive strategies that move the needle for Sift

How a bold marketing idea can turn into a standout product feature

The benefits of finding a personal connection to your work
 
Key highlights: 

[00:00] Introduction  

[01:05] Escaping to eastern Maine 

[03:15] Armen's path to Sift 

[05:20] The scope of Sift 

[06:20] From brand management to product marketing  

[07:55] 10 years in cybersecurity  


[10:10] Incentive strategies and bobble heads 

[13:45] How marketing can become a product 

[15:10] FIBR product demonstration  

[18:25] An experience that defines you: Entrepreneurship  

[22:40] Advice to your younger self: Don't sweat the small stuff  

[24:00] A topic marketers need to learn more about: Experimenting with AI  

[25:25] Trends and subcultures to watch: Philosophy    

[26:00] Largest opportunity to marketers today: AI 

 
Resources mentioned:   

Sift 

FIBR 

G2 

 

Follow the podcast:   

Listen on Apple Podcasts   

Listen on Amazon Music  

Listen on Audible  

Listen on iHeart Radio 

Listen on Spotify   

 
Connect with Armen Najarian and Sift:  


Armen Najarian on LinkedIn 

Sift on LinkedIn 

Sift on YouTube 

 
Connect with Alan Hart and Deloitte Digital:    

Alan Hart on X 

Alan Hart on LinkedIn  

Deloitte Digital on LinkedIn  

Deloitte Digital on Instagram  

Deloitte Digital on YouTube  

Deloitte Digital on Threads

How can marketing leaders balance rapid change, emerging technology and brand purpose to drive lasting growth and loyalty across a portfolio of iconic brands?

Anton Vincent, president of Mars Wrigley North America & Global Ice Cream, shares what it looks like to lead with purpose across a suite of powerhouse brands spanning confections, pet care and food. He discusses how Mars balances ambitious growth with a real commitment to responsibility, ensuring that business success and positive societal impact go hand in hand. Anton also underscores the strategic value of developing talent and enabling people to move across different business areas to encourage agility and fresh thinking.

He shares why creativity remains essential for brands—especially as technology and analytics redefine what's possible—and highlights the discipline required to uphold quality and brand integrity in a crowded, fast-moving marketplace. Throughout the conversation, Anton stresses that enduring relevance and brand loyalty come from continuous learning and a clear understanding of both consumers and culture.
 
In this episode, you'll learn: 
Why centering business growth with real purpose can create a lasting impact at scale  

How ideas supported by data and fueled by originality can capture and hold people's attention in today's crowded market  

Ways to build agile teams and nurture authentic brands to stay relevant in a constantly changing world 
 
Key highlights: 

[00:00] Introduction 

[01:30] Basketball talk 

[04:30] Anton's path to Mars 

[08:00] The scope of Mars 

[10:20] Alan's love to Hubba Bubba 

[12:20] Scale versus independence of brands 


[14:05] The Mars talent strategy 

[15:40] Navigating the evolving marketing ecosystem 

[18:20] Marketing that adapts to change 

[20:30] Notable recent work 

[22:05] An experience that defines you: Top Secret Popcorn recall 

[26:00] Advice to your younger self: Slow down 

[28:30] A topic marketers need to learn more about: Connecting creativity with technology 

[33:45] Largest opportunity or threat to marketers today: Constant learning 

 
Resources mentioned:   

Mars Wrigley 

SNICKERS NFL Bedtime with Josh Allen 

 

Follow the podcast:   

Listen on Apple Podcasts   

Listen on Amazon Music  

Listen on Audible  

Listen on iHeart Radio 

Listen on Spotify   

 
Connect with Anton Vincent and Mars Wrigley:

Anton Vincent on LinkedIn 


Mars on LinkedIn 

Mars on Instagram 

Mars on YouTube 

 
Connect with Alan Hart and Deloitte Digital:    

Alan Hart on X 

Alan Hart on LinkedIn  

Deloitte Digital on LinkedIn  

Deloitte Digital on Instagram  

Deloitte Digital on YouTube  

Deloitte Digital on Threads

Lingokids Chief Marketing and Chief Operating officer (CMO and COO) Mikael Journo shares how he skillfully blends data-driven strategies with intuitive decision-making to strike a perfect balance between brand building and performance marketing. Drawing from his extensive career experience, Mikael discusses the challenges of marketing to modern parents and highlights how Lingokids—the leading interactive app for children ages 2–8—addresses their worries.  
When a recent study revealed that 75% of millennial parents feel guilty about their child's screen time, Mikael and his team saw an opportunity to lean in and shift the conversation. They did so by producing "The Trial," a film that directly confronts this issue and aims to ease parental guilt. Mikael also shares the thought process around the risks involved in the film and launch campaign, outlines the production process, and discusses the results that exceeded the brands expectations.   
 
In this episode, you'll learn: 
The importance of balancing intuition and brand building with data and performance marketing  
Challenges and strategies for marketing to modern parents 
Why and how Lingokids created a brand film 
 
Key highlights: 

[00:00] Introduction   

[01:30] The podcast's first shark wrestler  

[02:50] Mikael's path to Lingokids  

[08:30] The scope of Lingokids  

[11:05] Marketing as a growth driver  

[13:35] Balancing the dual roles of CMO and COO  

[16:25] Marketing to modern-day parents  

[18:30] "The Trial" brand film campaign   

[25:45] Navigating challenging subject matter   

[29:05] A big bet that paid off  

[31:10] An experience that defines you 

[34:00] Advice to your younger self 

[34:50] A topic marketers need to learn more about 

[36:15] Trends and subcultures to watch  

[39:40] Largest opportunity or threat to marketers today 

 
Resources mentioned:   

Screen time guilt survey 

"The Trial" (Lingokids brand film) 

Piel Studio 

Director, Diego Hurtado de Mendoza 

Composer, Fernando Velázquez 

 

Follow the podcast:   

Listen on Apple Podcasts   

Listen on Amazon Music  

Listen on Audible  

Listen on iHeart Radio 

Listen on Spotify   

 
Connect with Mikael Journo and Lingokids: 

Mikael Journo on LinkedIn 

Lingokids on Instagram 

Lingokids (for kids) on YouTube 

Lingokids (for grown-ups) on YouTube 

 
Connect with Alan Hart and Deloitte Digital:    

Alan Hart on X 

Alan Hart on LinkedIn  

Deloitte Digital on LinkedIn  

Deloitte Digital on Instagram  

Deloitte Digital on YouTube  

Deloitte Digital on Threads

Chief marketing officer (CMO) Andy Levey pulls back the curtain on experiential marketing at the Museum of Illusions (MOI) across the world, revealing the clever strategies that keep audiences coming back long after opening day. With more than 20 years of marketing experience across entertainment, hospitality and lifestyle, Andy's unconventional career path is as intriguing as the illusions he now promotes.  

By building strong relationships with local groups and businesses, MOI positions itself as an important part of every community it launches in. One benefit of making those connections is they extend MOI's reach to audiences who might otherwise be outside the museum's marketing budget or traditional targets. Andy and his team focus especially on engaging Gen Z by designing video-first and shareable experiences, inspiring user-generated content, and partnering with social media influencers to spark excitement and create a powerful FOMO (fear of missing out) that drives repeat visits, online sharing and lasting brand loyalty. 
 
In this episode, you'll learn: 
How using influencers, user-generated content and a video-first strategy can help brands authentically connect with Gen Z and drive meaningful engagement  

The importance of building a strong local market presence for earning trust, collaborating more effectively, and standing out as a valued community contributor 

How smarter data collection can power more effective marketing decisions and foster influential relationships   
 
Key highlights: 

[00:00] Introduction  

[01:35] From banking to the circus 

[07:45] What is the Museum of Illusions? 

[10:55] Strategies to reach Gen Z 

[13:25] Andy's approach to experiential marketing 

[15:30] "Establishing the base" 

[17:45] The data collection strategy  

[19:30] Maintaining energy after the opening 

[21:05] Brand collaborations  


[26:50] An experience that defines you: Living abroad and beginning in a startup 

[30:40] Advice to your younger self: Find your voice earlier  

[31:45] A topic marketers need to learn more about: AI implementation  

[33:20] A topic marketers need to learn more about: Gen Z internet culture  

[36:00] Largest opportunity or threat to marketers today: Entertain and deliver  

 

Resources mentioned:   

Museum of Illusions 

Museum of Illusions locations 

PLAY Playground 

Two Bit Circus 

La Perle by Dragone 

Cirque du Soleil Entertainment Group 

 

Follow the podcast:   

Listen on Apple Podcasts   

Listen on Amazon Music  

Listen on Audible  

Listen on iHeart Radio 

Listen on Spotify   


 
Connect with Andy Levey and Museum of Illusions: 

Andy Levey on X 

Andy Levey on LinkedIn 

Museum of Illusions on LinkedIn 

Museum of Illusions on Instagram 

Museum of Illusions on YouTube 

 
Connect with Alan Hart and Deloitte Digital:    

Alan Hart on X 

Alan Hart on LinkedIn  

Deloitte Digital on LinkedIn  

Deloitte Digital on Instagram  

Deloitte Digital on YouTube  

Deloitte Digital on Threads