#738: Building marketing strategy when change is the constant with Heidi Bullock, Tealium

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 22 September 2025

⏱️ 28 minutes

🔗️ Recording | iTunes | RSS

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Summary

Successful marketers are able to anticipate and act on opportunities and trends, but what happens when the next 10 days can be as difficult to predict as the next 10 years? Agility requires not only rapid responses to changing market conditions, but also the ability to anticipate and proactively shape those conditions to your advantage. It's no longer enough to react; you have to predict and influence.Today, we're going to talk about navigating the uncertainties of the current digital advertising environment and maximizing ROI when forecasting feels like gazing into a crystal ball. To help me discuss this topic, I'd like to welcome, Heidi Bullock, CMO at Tealium. About Heidi Bullock Currently the CMO of Tealium, a customer data platform (CDP) provider, Heidi Bullock is an experienced marketing executive who has built a 20+ year career working at both global enterprise technology companies and start-ups. Prior, she was the CMO of Engagio, where she was responsible for the go-to-market strategy, product marketing, internal sales, corporate communications and ABM initiatives. Before Engagio, Heidi was the Group Vice President of Global Marketing at Marketo. Heidi has contributed to key thought leadership guides, including the Clear and Complete Guide to ABM Analytics and the Definitive Guide to Account-Based Marketing, Lead Generation, Content, Mobile Marketing, and Engaging Email. Heidi is a frequent speaker and guest lecturer for B2B marketing. Heidi Bullock on LinkedIn: https://www.linkedin.com/in/hbullock/ Resources Tealium: https://www.tealium.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Try ZipRecruiter for FREE at ZipRecruiter.com/audio Don't Miss MAICON 2025, October 14-16 in Cleveland - the event bringing together the brights minds and leading voices in AI. Use Code AGILE150 for $150 off registration. Go here to register: https://bit.ly/agile150 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.showCheck out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:27.6	The Agile Brand.
0:39.7	Welcome to Season 7 of the Agile Brand, where we discuss the trends and topics marketing leaders need to know. Stay curious, stay agile, and join the top enterprise brands and
0:44.9	Martec platforms as we explore marketing technology, AI, e-commerce, and whatever's next for the
0:51.0	Omnichannel customer experience. Together we'll discover what it takes to create an Agile brand built for today and tomorrow
0:57.4	and built for customers, employees, and continued business growth.
1:02.3	I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.
1:08.4	The Agile Brand podcast is brought to you by Tech Systems,
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1:29.4	And now on to the show.
1:33.3	Successful marketers are able to anticipate and act on opportunities and trends, but what happens when the next 10 days can be as difficult to predict as the next 10 years?
1:43.5	Agility requires not only rapid responses
	...

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