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© 2023 Onur Ozer, Tuomas Peltoniemi
Description
In this podcast, Onur Ozer and Tuomas Peltoniemi help startups achieve profitable growth and build lasting brand by finding the right balance between strategy and execution, and by learning from the wisdom of big brands while staying nimble.
34 Episodes
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In this episode, we discuss the three big lessons we learned over the past year of running the podcast: the strategy and timing behind of building brands, the importance of aligning strategy with data driven execution and how creativity can be the ultimate differentiation.
Indy Khabra is a digital marketing and ad technology leader with global experience. Recognised by Campaign Asia as 40 under 40 to watch, Indy has spent his career in various leadership and consulting roles related to digital marketing. Indy is a published, regular commentator in the industry. He is currently the co-founder of Livewire - a Sydney based marketing company focused on the gaming ecosystem.
Kata Juvonen is a communications leader with 15 years of global experience. She is the Global International Communications Manager at Smartly.io, a global ad tech automation platform with over 550 employees around the world. Kata has experience in communications as a consultant, and in-house in both the private and public sections. Kata believes that communications is a strategic tool to make anything real happen in companies.
Deborah Goldingham is one of the top CMO's in APAC. She is currently the Regional Head of Marketing for APAC at Page Group. She has previously held senior marketing, product and commercial roles at Amazon Web Services, American Express, Visa, and Mastercard, where she spent over 16 years working in impactful roles across APAC. Debbie believes redefining customer experiences and interactions with brands, and that when the voice of the customer is at the heart of every strategy, you can move mountains.
Amazon's Secret Weapon, Press Releases
Mastercard's Priceless Cities Campaign in SEA
Ben Hartman is one of the pioneers of the Sports and Entertainment marketing industry. He is the Chief Client Officer at Octagon across Europe, Asia Pacific, the Middle East and Africa. Octagon is a global creative agency that specialises in Sports and Entertainment, negotiating talent rights, sponsorship and partnership agreements, and creating campaigns and experiences for some of the largest brands in the world. Resources mentioned:Burger King Sponsorship Case Study
Pankaj Sharma is the Director of Account Management at Expedia for India, Africa, Middle- East, & Turkey. Previously, he led partnership efforts at companies such as American Express and helloPay (Since rebranded to Alipay Singapore), a Fintech startup where he led the acquisition strategy for merchants across Southeast Asia.
David Fallarme leads marketing for HubSpot in Asia. He has built and led marketing teams at big and small companies including AppAnnie and Electronic Arts. He has seen versions of the "Growth Movie" a few times, having driven growth & acquisition for a handful of products with millions of users, and leading marketing functions at several SaaS businesses. David also leads an APAC marketing community, APAC Marketers and writes a marketing blog, The Marketing Student. This podcast episode draws inspiration from David's blog post: A simple way to build your Go To Market Strategy.
Lars Bjorge is a digital marketing and digital ventures pioneer with well over 20 years of experience. Having started and sold a digital marketing agency in Norway, Lars has spent 9 years in China working in digital media, and is now the co-founder of The Scale Factory in Singapore that helps disruptive tech brands grow into Asia, with a focus on Enterprise B2B. Lars is also an Angel investor, investing both privately and through The Scale Factory. Resources:
Cavai, "the lovechild of a chatbot and an ad"
Sales Screen
Linkedin Principles of Growth in B2B Marketing Report
In the second part of our two part brand building episodes, we focus on brand building tactical execution: how to translate concepts into campaigns, the importance of prioritising channels over budgets, balancing media with production and the problem with following best practices.
Startups are generally great at short term sales activation, but not as good when it comes to long term brand building. In this two part episode, we explore the components of a good brand building strategy: setting goals, defining audience and messaging and exploring creative territories.
Usman Sheikh is the Managing Director of High Output Ventures, who back and build businesses with exceptional domain experts. High Output ventures is a seed-stage fund and a startup studio, helping launch and build the remote-first companies of tomorrow. Usman is an entrepreneur, having built, operated and sold companies over the last 15 years. He has an undergraduate degree in Economics from the National University of Singapore (NUS) and is a certified psychometric consultant from the prestigious Psychometric Centre at the University of Cambridge. He is also a certified NLP Practitioner, and specialises in startup marketing, sales, branding, and business and strategic development.
High Output Ventures
HOV Access
REIT Screener
Resources mentioned:
Kevin Kelly - New Rules for the New Economy
Geoffrey A Moore - Crossing the Chasm
No Code
Visual Studio Code
Contentful
Braze
Ocean Spray Longboard Tik Tok Clip
In this week's episode, we discuss the importance of onboarding and customer support for retention and why this is good strategy, and share insights from R/GA's latest research on loyalty that shows how great customer experiences have become table stakes and how communication is far more important than convenience when it comes to building relationships.
Oliver Lo helps the next generation of founders tell their story. With over 15 years of experience building and delivering hyper growth for tech brands, he has built marketing teams in major global tech hubs - San Francisco, Beijing, London and Singapore. His career has seen him lead brand and marketing at Zynga, App Annie, and Southeast Asia's unicorn Grab. He now supports a host of early-stage founders on the Surge program for Sequoia Capital. Resources:
Hubspot
SavvyCal
Start with Why
François Briod is the CEO and Co-Founder of Monito, the comparison website for money transfer services. He has been quoted as an expert in the Money Transfer industry by prestigious media outlets, including Forbes, TechCrunch, and Business Insider. François is passionate about geopolitics, social entrepreneurship, digital culture, and his dream is to provide tools for people to empower themselves.Resources mentioned:
Monito
Monito article on DBS Transfer fees
The story of how Monito changed it's name
Google Discover
Resources mentioned:
Mailchimp's Story
BannerBear and Jon's experience on documentation as marketing
Aviation Gin and one of their hilarious commercials
Resources and examples referenced in the episode:
Lemon.io
Lemon.io User Personas developed as part of the rebranding exercise
301 School, the online branding course Lemon team ended up taking (in Russian)
Mailchimp's Style Guidelines that was a source of inspiration for naming
Petcube
Copyhackers
Aleksandr Volodarsky's personal website
Resources:
Plausible Analytics
Fathom Analytics
Segment
Kerry Lau is an experienced marketer, mentor, and an advocate for women in the workplace. She spent over a decade at IBM leading performance marketing, and as Head of Marketing for IBM Watson Customer Engagement for APAC. Kerry is now the Head of Marketing for Asia Pacific & Japan at Acoustic, the largest independent marketing cloud provider, which is a company branched out of IBM. She is passionate about Digital & Marketing, Sustainability, Start-ups, Technology & Women in Leadership.
Antti Toivonen has 16 years of experience in the creative industry, holding creative director roles in agencies such as TBWA, Ogilvy and R/GA. He is now a managing partner of the creative agency Superson, and a screenwriter of two internationally acclaimed short films that won awards in festivals including Sundance and Toronto International Film Festival. His most recent full feature film Tiong Bahru Social Club is now showing in cinemas in Singapore. Antti also advises startups such as Ox Street, a sneaker marketplace in Southeast Asia.
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