452: What can Formula 1 and Podcasting Teach Us about Bold Marketing Moves? with Melton Littlepage, CMO at 1Password

Marketing Today with Alan Hart

Melton Littlepage is a seasoned marketing executive with over two decades of experience driving innovation, creating new categories, and accelerating growth in the technology sector. Currently the Chief Marketing Officer at 1Password, Melton previously held the same role at Outreach, where he led comprehensive global marketing teams to enhance brand presence and revenue generation. His prior leadership roles include transformative contributions at Tenable in cybersecurity, New Relic in software analytics, Schoology in edtech, and Concur, a multi-billion dollar global B2B SaaS leader. His expertise spans strategic communications, brand management, demand generation, and customer engagement across diverse domains.

1Password offers identity security and access management solutions built for the way people work and live today. Trusted by over 150,000 businesses and millions of consumers worldwide, the company’s enterprise password manager helps individuals and businesses store, manage, and use passwords and other sensitive information safely, and features strong password generation, secure storage, encrypted data protection, and cross-platform accessibility. Ideal for personal and enterprise use, 1Password supports secure credential sharing, password hygiene monitoring, and integration with business tools, offering a user-friendly solution for enhancing digital security. In 2024, 1Password became a multi-product security company with the debut of its 1Password Extended Access Management platform, enabling businesses to secure every sign in to every app from every device.

On today’s show, Alan and Melton discuss 1Password and its role in the cybersecurity space, exploring how Melton differentiates the brand. They explore 1Password’s strategic move into the golf industry through the Presidents Cup and the potential power of sports marketing. Melton shares his approach to crafting marketing strategies for both B2B and B2C audiences. They end by examining how trends like Formula 1’s resurgence and the popularity of longform podcasts are shifting the way we should think about marketing.

In this episode, you'll learn:

• The strategy behind a bold marketing move
• Insight on how to successfully pitch a new strategy
• How Formula 1 and longform podcasts are reshaping the way we approach marketing

Key Highlights:

• [01:11] Personal story: Fear of heights
• [04:05] Career path to 1Password
• [11:42] What is going on in the cybersecurity industry
• [13:56] How 1Password is approaching security
• [16:33] Differentiating within industry
• [19:19] Recent sports marketing move with golf
• [24:12] The pitch
• [27:04] An experience from your past that defines you
• [29:08] Advice to your younger self
• [30:32] A topic that marketers need to learn more about: Mapping your buyers journey
• [33:04] Trends or subcultures others should follow: Formula 1 movement
• [36:00] Largest opportunity or threat to marketers today: Longform podcast

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