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b'\\u201cThere\\u2019s been a big change in how businesses went to market.\\u201d Through a storied career that has taken her from Netscape to Salesforce to Oracle, Bonnie Crater gave use some important context in how brand building for B2B tech brands has evolved in the valley and beyond. She also stressed the ongoing importance of experimentation and optimization. We discussed all of this and more this week on the On Brand podcast.\\nAbout Bonnie Crater\\nPrior to joining Full Circle Insights, Bonnie Crater was a five-time vice president of marketing and executive at many software companies in Silicon Valley. Bonnie held vice president and senior vice president roles at Genesys, Netscape, Network Computer Inc., salesforce.com, Stratify, Realization, and VoiceObjects (now Voxeo). A ten-year veteran of Oracle Corporation and its various subsidiaries, Bonnie was vice president, Compaq Products Division, and Vice President, Workgroup Products Division.\\nIn 2013, Bonnie was named one of the \\u201c100 Most Influential Women\\u201d by the Silicon Valley Business Journal, in 2015 the Sales Lead Management Association named her one of the \\u201c20 Women to Watch\\u201d and in 2016 Diversity Journal honored her as one of the \\u201cWomen Worth Watching.\\u201d Bonnie holds a B.A. in biology from Princeton University.\\nEpisode Highlights\\n\\u201cIf you\\u2019re not experimenting, your marketing is probably going to get worse.\\u201d While most marketers and brand builders agree that experimentation is a good thing, few put this into practice in a consistent way. That\\u2019s why Bonnie advises, \\u201c20% of your marketing should be experimentation.\\u201d\\nAgile + brand management? Bonnie\\u2019s work at Full Circle Insights sits at this intersection. \\u201cOur software is designed to help marketers optimize their mix.\\u201d\\n\\u201cMost companies don\\u2019t measure enough.\\u201d Bonnie shared her thoughts on how measuring what matters supports ongoing optimization efforts. While there are countless metrics marketers can follow, Bonnie points to \\u201cmeasuring processes and budget effectiveness\\u201d as those most useful in optimization.\\nWhat brand has made Bonnie smile recently? Our closing podcast question actually made the conversation for Bonnie\\u2019s family dinner the night before. While Bonnie pointed to Grisini as a brand that made her smile, the whole family loves the brand of Dog Whisperer Caesar Milan.\\nTo learn more, go to the Full Circle Insights website.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'