Marketing and the Sales Guy

Today I am talking with Otilia Chan, former Head of Marketing at ShopBack - a leading shopping, rewards, & payments platform, and we are going to be talking through some of the pros and cons of these programs, especially cashback programs and how they can work better.Some of the questions we consider are the following:- How does the cashback reward structure typically work?- How do cashback services generate revenue while providing rewards to customers?- How can cashback rewards be integrated with existing customer loyalty program to create a more comprehensive view of customer satisfaction?- What opportunities exist to use cashback data to create more targeted and relevant customer communications?- What are the most effective marketing channels for promoting cashback services to potential users?- What are some of the main criticisms of cashback programs and how would you answer them?To reach out to Otilia do reach out to her via LinkedIn: https://www.linkedin.com/in/otiliachan/

On the podcast today I have Claire Weston - Chief Marketing Officer at CodaClaire and I are going to talk today about REBRANDING,, here are some of the questions we consider:What would prompt companies to consider a rebrand?How important is it to do extra work or research to understand your audience before rebranding?While your USP is probably important, how important are other factors such as brand mission, values etc -What kind of analysis do you do of your competitionHow important are outside consultants, agencies etc in the rebranding process?What can you do and not do if budgets and other resources are restricted?If you want to reach out to Claire do reach out viaLinkedIn

On the podcast today I have X Y Ng - Head of Marketing and communications at a company called Doctor Anywhere. XY and I are going to chat today about what large brands and organizations can learn from how startups conduct their marketing. Some of the questions we consider are: - What are the reasons behind big brands adopting leaner strategies, and is this shift a temporary reaction to economic challenges or a permanent evolution in marketing practices? - If this is a shift …what can big brands learn from the startup approach? - How can big brands ensure innovation without losing sight of their core brand values? - Agility would be one area you might highlight that larger brands could learn from startups but what impact could agile marketing strategies have on the internal culture of large organizations? Both positive and negative? - How do you approach building and maintaining customer relationships as a new brand and given that you have less data or history with a customer are there any learnings that would be relevant for bigger brands. - How important is leadership in driving the transition towards a more agile marketing approach within large organizations? If you want to reach out with XY do connect via LinkedIn: https://www.linkedin.com/in/xymktg/

Lacey and I talked about some of the current challenges facing marketers in the region and what can be done about them. These are some of the issues we discussed: What are some of the challenges you and others face when your company transitions to a more digital and data driven business?  One challenge is doing more with less - budgets or human resources - how do you solve that both in the short term and long term? How do you employ the latest technologies into your marketing strategies? And what role does Gen AI play? How do you go about measuring the success of using those technologies? How have you seen b2b event marketing change over the last few years, what are the new approaches? If you want to connect with Lacey do reach out via LinkedIn

Cara Wong and I talked about B2B marketing in more traditional industries - how it is different and how has it changed. Some of the questions we discussed included the following: - What are the biggest changes you have seen in marketing in the last few years in traditional B2B companies? - Social media might not be considered a strong channel for traditional B2B do you agree or disagree? - If you could only use one marketing channel to promote your products or services, what would it be and why? - How important is data in refining targeting and engagement strategies and how might that have changed? - Event marketing has been a major channel for traditional B2B businesses, what changes have you seen in the last few years. If you want to reach out to Cara do connect on LinkedIn: https://www.linkedin.com/in/carawongkx/

On the podcast today we have Naomi Soman Founder of Storylogick Consulting and we are going to be talking about conversion focused copwriting. Some of the questions we consider are the following: - Most people would advise beginning the copywriting process by establishing a buyer persona - how valuable is that and what are your key methods? - What is your approach to adapting messaging throughout different stages of the sales funnel? - What are some of the challenges, and best ways to optimize copy in landing pages for conversions? - How can you improve the quality rather than quantity of leads? - What are the best ways to measure the success of marketing copy? -What role does GenAI play currently in copywriting? How do you use it? If you want to treach out to Naomi to find out more about copywriting do reach out on LinkedIn

This podcast was recorded in December with Jeremiah Su from Superminted - a brand mangement agency and we are going to talk about Social Media Marketing. Some of the questions we discussed include the following: -What are the main differences between B2B and B2C social media marketing?-How do you determine which social media channels to use for a B2B brand versus a B2C brand? - What are some common mistakes that B2B companies make when it comes to social media marketing?- How can B2B companies measure the effectiveness of their social media marketing efforts?- What are some best practices for creating content for B2B social media marketing?- How important is it for B2B companies to engage with their followers on social media, and how can they do so effectively?-How do you balance promoting a B2B brand on social media with providing value to your audience?-How do you stay up-to-date with the latest trends and changes in B2B social media marketing? If you want to connect with Jeremiah see the link below: https://www.linkedin.com/in/jeremiahsu/

On the podcast today I am joined by Laura Kantor from the Climate Club and we are going to talk about Marketing and Sustainability. Some of the questions we discussed include the following: What is sustainability marketing and why is it important? How can sustainability marketing help attract and retain customers? What are some examples of sustainable marketing initiatives How can the impact of sustainability marketing be measured How can sustainability marketing impact a company's business goals? How can sustainability marketing impact customer behavior? If you want to connect with Laura see the link below: LinkedIn: https://www.linkedin.com/in/laura-k-a5372930/

On the podcast today I am joined by Cath Brands, CMO and Innovation Officer at Flintfox and we are going to talk about the importance of pricing and pricing platforms. Some of the questions we discussed include the following: How do pricing platforms help companies and why are platforms so important? What types of companies or industries benefit most from pricing platforms? How do you measure the success of your pricing platforms? How do you ensure the security of sensitive pricing data? How challenging is pricing using multiple channels What are the benefits of rebate programs and what are some of the key challenges How does margin management fit into pricing and rebate discussions? How do you maximize margins during sales seasons? If you want to connect see the links below: Cath on LinkedIn: https://www.linkedin.com/in/cath-brands-257ab01b/ ⁠Flintfox Website: https://www.flintfox.com/ Flintfox Vlog: https://www.flintfox.com/video-content-hub/

On the podcast today I am joined by James Maclean-Horton from the Kids Club Early Childhood Learning Centres and we are going to talk through a variety of marketing topics - a real Q and A session. Some of the questions we discussed include the following: Should marketers become specialists with key skill sets or become more generalists? What kind of marketers should recruiters/CMO’s look for, what are the key skills or attributes they should be on the look out for? How should marketers use technology The recession word! How should marketers change their marketing when in a possible recession? Is traditional lead generation on the decline in B2B marketing? How do you really build trust in the more professional/cynical world of B2B marketing? What can B2B marketers learn from B2C marketers? How relevant is ABM now for B2B markers less or more so? If you want to connect with James see the links below: LinkedIn: https://www.linkedin.com/in/jmachorton/

On the podcast today I am joined by Mark Tovbis from Mutinex and we are going to talk about Marketing Mix Modeling. Some of the questions we discussed include the following: What is marketing mix modelling and how might it have changed from when marketers first came across the idea? What key data sources should I use for my modelling? What are the challenges involved in collecting data and what best practices would you advise? Is it only for performance marketing or is it relevant for branding measurement too? What are the current and future challenges of marketing attribution and what role can MMM play? What are some of the challenges companies have in implementing MMM If you want to connect with Mark or find out more about Markering Mix Modeling or Mutinex see the links below: LinkedIn: https://www.linkedin.com/in/mtovbis/ Website: https://mutinex.co/

On the podcast today I am joined by Julian Lumpkin from SuccessKit and we are going to talk about how best to use case studies. Some of the questions we tackle include the following: What are the specific benefits of using case studies? What are some of the common mistakes marketers make with case studies? How do you choose the right case study to use? What are the key elements of a good case study? How do you create a compelling narrative for a case study? How important today is it to include proof points, metrics in case studies and how easy is that to do. How do you incorporate case studies into your sales and marketing strategy? If you want to find out more about case studies you can reach out to Julian on LinkedIn or at the website: https://www.linkedin.com/in/julian-lumpkin-b845aa15/ https://successkit.io/

In the solo podcast today we discuss B2B companies and how they can use podcasts for marketing. Considering the following ideas: - Why should B2B companies use podcasts for marketing? The Pro's and Con's. - Going off on a slight tangent, a 5 min discussion on generative AI - What to consder next about using podcasts (Beyond the technical and equipment considerations)

A short solo podcast looking at the topic of thought leadership content: What is it? What should it be? How is it performing Some thoughts on how to improve thought leadership content. Link to Justin Welsh who provides some excellent content and advice on this topic: https://www.justinwelsh.me/

A discussion with Phil Johnson, Founder of Master of Business Development Inc. We discussed the topic of Emotional Intelligence, here are some of the questions I posed to Phil: What is Emotional Intelligence and why is it important?  How is it developed and can anyone develop their emotional intelligence?  What’s the difference between EQ and IQ?  What are the benefits of emotional intelligence?  How might it be important to marketers in terms of how they use it in their role from day to day - communicate with prospects but also how it might help their career?  What are the main barriers that hinder the development of emotional intelligence?  Can emotional intelligence guarantee personal, career and corporate success?  Who are some companies that are using EQ to obtain remarkable results? To connect with Phil do reach out to him at: https://calendly.com/mblcoach/chat-with-phil

A solo podcast today on the topic of purpose and marketing in B2B Everywhere you look now purpose is becoming an important part of the message brands are communicating We are told that the modern consumer cares about the environment, social and governance issues - ESG They care so much it impacts their purchasing decisions and brand choices - which brands they buy, care about or follow Especially modern consumers - the  millennials and younger, the  Gen Z or future groups of consumers - the purpose generation So maybe purpose is now or is becoming an important factor for B2B marketing - let's discuss. A link to some great questions to consider from Stephen Dupont:  https://stephendupont.co/purpose-driven-brands/

A discussion with Luca Destefanis, Head of Marketing, APAC at Kyndryl. We discuss two or three ideas from the HBR article: 5-ways marketing leaders can drive value in 2022 by Janet Balis: https://hbr.org/2022/02/5-ways-marketing-leaders-can-drive-value-in-2022 - Three approaches to the sales and marketing alignment challenge. - The marketing contribution to the business - the difference between business impact and marketing efficiency - The key challenges for marketing recruitment and retention - Empowering and developing marketing talent. To connect with Luca do reach out to him on LinkedIn: https://www.linkedin.com/in/lucadestefanis/

A discussion with Audrey Khong founder of Audrey Khong Consulting Limited - a virtual CMO, branding and marketing consultancy. We discuss the idea and reality of the virtual Chief Marketing Officer, including: - The role of the virtual CMO in different companies - The pro's and con's of the virtual CMO for companies and for the virtual CMO's themselves - The biggest challenges encountered and how they were solved - Advice to marketers thinking of taking on the role of the Virtual CMO To connect with Audrey do reach out to her on LinkedIn: https://www.linkedin.com/in/audreykhong/

This was a solo episode based on an article I read recently in the Harvard Business Review - 10 Truths About Marketing After the Pandemic - by Janet Balis who leads EY’s consulting professionals in the Americas focused on the customer agenda and revenue growth, including commercial excellence, customer experience and product innovation and also leads EY’s CMO practice. I focused the discussion on three of these truths, in the order Janet discussed them: 1. Old truth: Marketing begins with knowing your customer. New truth: Marketing begins with knowing your customer segment. 3. Old truth: Customers hope you have what they want. New truth: Customers expect you to have exactly what they want. 6. Old truth: Relationships matter. New truth: Relationships are everything. You can access the full article here at: https://hbr.org/2021/03/10-truths-about-marketing-after-the-pandemic

A good discussion with Tim Saw Director of Strategic Communications and Partnerships at InvestKL. InvestKL is an Investment Promotion Agency focused on attracting multinational and fast growing companies to establish their regional hubs in Greater Kuala Lumpur. Tim and his team have been successful in attracting multinational companies to locate in Greater KL, but we look at some of the challenges in the industry at attracting investment and relocation and how different that is to marketing normal products and services. We also discuss his approach to content marketing and how live events, traditionally a strong channel for marketing inward investment, has been impacted and how InvestKl have gone about developing and maintaining relationships. To find out more about InvestKL visit their website at: https://www.investkl.gov.my/default.aspx To connect with Tim do reach out to him on LinkedIn: https://www.linkedin.com/in/tim-saw-3195063/