When Martin Kihn was a disgruntled marketing consultant, he wrote a book called House of Lies.  Millions of copies sold, a television offer, nearly five seasons and 58 episodes later, that tale has been heard in one form or another by the masses.. But, Marty’s marketing story didn’t end there.  Today Marty is the SVP of Strategy for Marketing Cloud at Salesforce and he joined Marketing Trends for an in-depth conversation on what he sees happening in the industry today. Plus, he discusses his new book and why data continues to push marketers forward. Main Takeaways Shift Happens: The fundamental aspects of marketing have changed. It’s now less about being creative and more about understanding what your data is telling you. As a marketer, you need to understand what your data is telling you and how it relates to your consumer. Then you need to inject that data into their experiences and influence them in the proper moments. Just Out Here Browsing: Browsing companies are taking a more prominent role in the marketing landscape. The level of connection between the consumer and the device is growing. Any businesses currently competing against companies that own major browsers are struggling to keep up with the level of data those companies collect. Fall Guys: As a competitor, you must organize your customer data. If you continue to stand still, and don’t empower your data, you will fall behind as a marketer. And those companies that stand still completely and do nothing with their data, will likely be out of business within five years. --- Marketing Trends podcast is brought to you by Salesforce. Discover marketing built on the world’s number one CRM: Salesforce. Put your customer at the center of every interaction. Automate engagement with each customer. And build your marketing strategy around the entire customer journey. Salesforce. We bring marketing and engagement together. Learn more at salesforce.com/marketing.  To learn more or subscribe to our weekly newsletter, visit MarketingTrends.com.