The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
Get Off Your (M)ass: Breaking Marketing Silos with Co-Authors Tanya and Tony Thorson (Ep 46)
In this episode of The Marketing Share Podcast, co-hosts Alec and Barb welcome a dynamic marketing duo—Tanya and Tony Thorson, co-authors of the refreshingly bold book, Get Off Your (M)ass.
Together, they unpack how marketing must evolve in the age of automation, AI, and customer overload.
Drawing from their combined B2C, B2B, and B2A (Business to Anyone) experiences, the Thorsons break down how to move beyond mass marketing and lean into resonance, personalization, and emotional intelligence.
From storytelling to silo-busting, this episode is packed with actionable insights and a ton of personality.
You’ll walk away with fresh ways to think about content, organizational structure, and how to create genuine customer connections—without sounding like a robot.
Key Takeaways:
- Resonance > Reach: Ditch the mass blasts and build connections that actually land.
- B2A Is the Future: Whether B2B or B2C, marketing is human-to-human—period.
- Break the Funnel Formula: Customers don’t move in straight lines, and your strategy shouldn’t either.
- Emotional Intelligence Wins: Personalization without empathy? That’s just creepy.
- Curiosity Drives Strategy: Stay curious and your brand stays relevant.
- Omnichannel with Intention: Match message, tone, and timing to the channel.
- Marketing = Business Leadership: Marketers must demand their seat at the strategy table.
- POISE Framework: Personalization, Omnichannel, Innovation, Strategy, and EQ—modern marketing's new pillars.
👥 Connect with the Guests:
📚 Grab their book, Get Off Your (M)ass, on Amazon.
Explore the video content of each podcast episode on YouTube
Want to be a guest on The Marketing Share Podcast? Send us an email with your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our podcast manager will get back to you soon.
Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?
Connect with Alec here
Connect with Barb here
Cheers.