E52 | Cutting through the marketing bullsh*t with Sander Arts

Today’s guest on The Melting Pot is Dutch-born Sander Arts, a global award-winning CMO who co-wrote Cut the Bullsh*t Marketing. Key takeaways: Why he wrote the book Cut the Bullsh*t Marketing Key nuggets from the book, including “Everything needs to be people-to-people” Why he focuses on ROI in marketing, rather than branding and awareness The main challenge for businesses doing work in China Interesting developments in the IoT space out of Silicon Valley Lessons from the Microchip acquisition