Masters of Marketing

In this episode we chat with Luis Sousa, co-founder of The AI Break newsletter, about the rapid evolution of AI tools – and the challenges and opportunities of using them in marketing.   While many marketers are experimenting with AI tools, there’s often a lack of understanding about their applications and the extent of their capabilities. Luis explains that AI is not yet a magic solution to all our marketing woes – but, when properly implemented, it performs well in certain areas and can save us time and increase productivity.     Luis gives examples of some of the impressive AI tools currently available. To stay ahead of the curve, he recommends expanding your skill set by experimenting with a few that might fit your needs.    We also chat about the social responsibility and privacy concerns accompanying advancements in AI technologies, and what we might expect over the coming years. Subscribe to The AI Break newsletter Connect with Luis on LinkedIn Check out the Sousa brothers’ YouTube channel

In this episode of Masters of Marketing, we talk consumer insights with Brett Townsend and Tim Hoskins from Quester, a brand and innovation strategy and insights consultancy.   Narratives drive human behavior - so it makes sense that understanding consumer narratives can really boost your marketing efforts. However, traditional market research methodologies are often limited in their ability to uncover these narratives.    Brett and Tim discuss how tapping into unmoderated conversations in cyberspace can reveal the prevailing narratives around a particular brand, category, product or topic, and how listening to these narratives can help businesses have consumer empathy and develop solutions to consumers’ problems. They explain why a balance between data-driven decision making and consumer empathy is vital for successful marketing.   Brett and Tim also give us the scoop on their recently launched book, “Insights on the Brink”, which explores the shortcomings of the consumer insights industry and how companies can benefit from evolving to be more consumer centric. Connect with Brett on LinkedIn Connect with Tim on LinkedIn Get their book

In this episode we’re joined by Kushlani De Silva, a fractional CMO, to discuss the perception of marketing within organizations – and why having dedicated resources for different marketing functions is essential for scalability and sustainable growth.   Kushlani tells us about her role providing strategic marketing input and support to organizations in the tech industry, sharing her insights on how to build effective marketing teams. She highlights the issue of organizations placing too much workload and expectation on a one-person marketing team, emphasizing the need to set realistic expectations and view hiring as an investment in the business.    We also discuss the challenges of recruiting for marketing roles; in particular, the importance of having an effective screening process to ensure the candidate’s skills and experience align with the organization’s needs. ⁠Connect with Kushlani on LinkedIn

Mike Begg, CEO and co-founder of the digital marketing agency AMZ Advisers, joins us in this episode of Masters of Marketing to discuss how brands can scale up their sales on Amazon. With the majority of product searches now starting on Amazon, it’s a no-brainer for growing brands to invest into the platform. Mike shares valuable insights into how you can maximize visibility and drive organic sales on Amazon using SEO, content optimization and advertising. He also fills us in on the most common mistakes to avoid on Amazon, from not investing enough in the platform to not playing defensive advertising. If you’re looking to increase your visibility, avoid missing opportunities for growth, and prevent competitors from stealing your market share – tune in now! Connect with Mike on LinkedIn: https://www.linkedin.com/in/mbegg/ Check out the AMZ Advisers website: http://amzadvisers.com/

In this episode we chat with Sonia Thompson, an inclusive brand strategist, about the importance of inclusive marketing – and how being intentionally inclusive can help you attract a bigger, more diverse, and fiercely loyal customer base.   Representation in marketing has an impact on consumers that goes beyond the product itself. Sonia explains the importance of making people feel seen and included, and how this impacts consumers’ perception of your brand.   She also gives examples of brands that have successfully implemented inclusive marketing, and we discuss how brands can make their marketing campaigns more inclusive - without the overwhelm.

Darren Horwitz, founder of TenTen Group, a brand implementation firm, discusses the importance of brand implementation and how it goes beyond just a logo. He emphasizes the need to understand all the different ways a brand comes to life and the various needs of different departments within an organization. Darren also highlights the challenges of managing expectations around cost and timing in a rebranding project. He mentions the importance of flexibility in the process and the need to validate and prioritize the different elements of a brand implementation. Darren expresses his passion for helping organizations protect their brand investment and suggests the idea of writing a book on brand implementation. Key Takeaways: Brand implementation goes beyond just a logo and involves understanding all the different ways a brand comes to life Managing expectations around cost and timing is crucial in a rebranding project Flexibility is important in the brand implementation process to meet the specific needs of different organizations Validation and prioritization help ensure the efficient and impactful execution of a brand implementation Brand empathy is essential in considering the needs of all stakeholders involved in using the brand Continued execution and protection of the brand investment are important as companies evolve and change

April Dunford, positioning expert and author of 'Obviously Awesome', discusses the importance of positioning and building a sales pitch. She emphasizes the need to focus on a niche market and differentiate from competitors. April shares her 10-step process for developing a positioning strategy and explains how to build a sales pitch that aligns with the positioning. She also highlights the common mistakes companies make when it comes to positioning and sales pitches. Takeaways Focus on a niche market and differentiate from competitors to stand out. Develop a positioning strategy using a 10-step process. Build a sales pitch that aligns with the positioning and answers the question 'Why pick us?' Avoid common mistakes such as not starting with competitive alternatives and not involving sales in the positioning process.

In this episode of Masters of Marketing, we chat with Gordon Glenister, an expert in influencer marketing and employee advocacy. Influencer marketing has seen tremendous growth in recent years. We discuss the risks and benefits involved - and why your employees can be the most authentic storytellers for your brand.Gordon explains how creating an employee advocacy program – in other words, encouraging your employees to act as influencers for your brand – can enhance your brand's reputation, increase employee engagement, and significantly reduce your recruitment costs. He shares some examples of companies that have implemented this strategy with massive success.We also touch on the risks of employee advocacy, and how these can be mitigated through good leadership and a positive working environment.Tune in for more! Connect with Gordon on LinkedIn Check out Gordon's website and employee advocacy agency Employfluence

In this episode of Masters of Marketing, we're delighted to be joined by Ian Evans from tl;dv, an AI-powered notetaker for online meetings.  Ian has been a key figure in developing tl;dv's brand voice, successfully building up an engaged online community through amusing, relatable social media content based on corporate humor. We hear his take on effective social media marketing, and why it's so important to focus on the quality of content rather than selling or follower counts. We also discuss the challenges of creative burnout, and how leadership can help mitigate this through flexibility and allowing content creators space to experiment.Tune in for more! Connect with Ian on LinkedIn Check out tl;dv

In this episode of Masters of Marketing, we're joined by House of Inclusion co-founder Sacha Martina to discuss the vital importance of diversity, equity, and inclusion (DEI) in marketing. With approximately 15% of the world's population living with some form of disability – and even more experiencing gaps in digital accessibility due to age or using a non-native language – making marketing more accessible and inclusive can dramatically improve your brand's reach.  Sacha provides guidance on how marketers can create more inclusive content, such as simplifying language, improving readability, and making use of subtitling - highlighting the importance of gathering relevant feedback to ensure your message lands. We also discuss the best ways to challenge resistance to DEI initiatives – and why inclusivity needs to be a consistent practice, not a one-time effort. Tune in for more!Connect with Sacha on LinkedIn Check out House of Inclusion Take a look at the WebAIM Contrast Checker

In this episode of Masters of Marketing, we chat with The Entrepreneur Whisperer Carole Picou-Katmann, a fractional CMO and marketing expert, about how the narrative of marketing is changing to embrace sustainability and conscious consumerism.  Carole discusses the positive impact purpose-driven brands can have on the planet, and why it's important for companies to take even small steps towards being more sustainable. We talk about the particularly relevant issue of greenwashing, and how consumers and brands can recognize and tackle it through clarity, transparency, and third-party verifications.  Carole also touches on carbon footprint auditing and suggests some resources for companies starting out on their sustainability journeys. Tune in to learn more! Connect with Carole on LinkedIn Check out The Entrepreneur Whisperer

In this episode of Masters of Marketing we chat with two of our Marmind teammates, Claudia Steinke and Andy Andrews, about the benefits of marketing resource management tools for large, multinational organizations. Claudia and Andy highlight how MRM tools like Marmind enable teams to focus on planning and orchestrating their marketing, rather than dealing with endless administrative tasks. We discuss how Marmind, in particular, facilitates campaign management by providing a centralized platform for all of an organization's marketing plans, budgets, and results. They explain how using the software increases transparency and accountability, makes cross-team collaboration easier, and takes the labor out of reporting – allowing real marketing tasks to take center stage. Claudia and Andy also chat about some of the challenges faced by multinational marketing teams, and how they help these clients navigate the process of change – and even get excited about it! - when implementing a new MRM tool.  Tune in for more!

In this episode of Masters of Marketing, we're joined by Retold founder Marina Krivonossova to chat about all things B2B content marketing. Marina shares how B2B companies, especially those offering more technical, "unsexy" products or services, often struggle to communicate their value effectively. This is where the need for good storytelling comes in, making content a vital part of the overall marketing strategy. We discuss the importance of doing thorough background research for successful content marketing, as well as the need to focus on quality over quantity when it comes to tracking engagement metrics. Marina also emphasizes that marketers should prioritize transparent communication with clients throughout this process – building trust by keeping them in the loop at all times. B2B marketing has undergone something of a transformation in recent years, moving away from an overly formal, corporate approach to approaching audiences on a more human level. Marina predicts that brands that fail to adapt their messaging accordingly will start to fall behind over the next few years, with businesses increasingly preferring to buy from brands that connect with them on a personal level. Listen to the whole episode for more! Connect with Marina on LinkedIn Check out Retold

In this episode of Masters of Marketing, we sit down for a chat with Lukas van Remmerden, Partnership Marketing Manager at Personio and Founder of Fourtees - an innovative project aimed at supporting male mental health through fashion. Lukas tells us about his work in partnership marketing at Personio and explains how successful partnerships can unlock huge growth opportunities for brands. Building relationships is key to successful partnership marketing, and Lukas emphasizes that there's nothing to lose in reaching out – people are often more open to collaboration than you think!Inspired by Lukas's work at Fourtees and OpenUp, we also have an interesting discussion around mental health and marketing, including the challenges of addressing mental health stigma in the German market and the ongoing development of mental health awareness in workplaces. Tune in to hear more!Connect with Lukas on LinkedIn Check out Fourtees

In this episode of Masters of Marketing, we’re joined by Mads R. Johannessen, Head of Global Marketing and E-commerce at Micro Matic. Since the end of the COVID pandemic, Micro Matic has seen significant growth and made several acquisitions - rapidly reestablishing itself as the global market leader in the supply of keg couplers, keg spears and dispensing solutions to the brewing industry.Mads, who has been with the company for several years now, shares his insights into the complexities of managing a global supply chain and the importance of maintaining brand consistency across various markets.We also discuss generational changes in purchasing behavior - such as the expectation that companies will have online purchasing capabilities, and that real-time information will be available both pre- and post-purchase. Connect with Mads on LinkedIn

In this episode of Masters of Marketing, we welcome back Cathy McPhillips, Chief Growth Officer at the Marketing Artificial Intelligence Institute.  We discuss how AI tools are transforming marketing – from transcribing podcasts and generating content through to helping marketers analyze data more efficiently and predict trends.  While AI technologies can help us achieve more in less time, Cathy explains that it’s important to balance using AI as a tool with maintaining the human touch in our marketing efforts. AI should be used to assist and augment our work; not to replace experts, or to churn out unedited content.  Finding the correct AI tool for your specific use case - and knowing its limitations - is the key to improving your workflow and achieving results. Cathy also tells us about the benefits of building and using custom GPTs to assist marketers, as well as providing details of the upcoming Marketing AI Conference, MAICON.Tune in to discover new ways of enhancing your marketing with AI! Connect with Cathy on LinkedInCheck out the Marketing AI InstituteLearn more about the Marketing AI Conference (MAICON)

In this episode of the Masters of Marketing podcast, we’re joined by Markus Widmer from digital marketing agency e-dialog.  As the marketing director of a highly data-driven agency, Markus knows a thing or two about measuring success! While many marketers focus on tracking specific metrics to find out which channels are performing well in a campaign, he explains why this can be misleading – emphasizing the importance of understanding the full funnel and looking at the bigger picture. Markus also shares the benefits of using marketing mix modeling to uncover which marketing strategies are working, make predictions based on data, and even provide budget recommendations.  Measuring marketing effectiveness is a complex business – tune in to find out what the future holds!Connect with Markus on LinkedInCheck out the e-dialog website

In this episode of Masters of Marketing, we sit down with Helen Burbank, Director of Marketing Effectiveness and Strategic Projects at Springer Nature.  As the world’s second largest scientific academic publishing organization, Springer Nature Group’s marketing team comprises around 500 marketers in multiple departments across the globe.  Helen explains why the introduction of marketing resource management platform MARMIND was an essential step for such a large and dispersed organization, and shares her experience of implementing this change effectively at different levels.  She fills us in on some of her best practices for change management, such as the need for clear and timely communication, repetition, and tailored approaches according to roles and responsibilities within the organization.  We also hear how adopting MRM technology has improved Springer Nature Group’s marketing planning and budgeting in terms of increased coordination, collaboration, and transparency between teams. Tune in to hear more! Connect with Helen on LinkedInCheck out the Springer Nature Group website

In this episode of Masters of Marketing, we chat with Brandy Starr, COO of Tegrita and author of ‘CMO to CRO: The Revenue Takeover by the Next Generation Executive’. She explains how predictable revenue can be achieved by optimizing mid-funnel marketing strategies, effectively linking marketing and sales. With understanding buyer behavior being essential to successful marketing campaigns, Brandi emphasizes the importance of using technology to track customer engagement and digital body language – both of which provide valuable data and insight into customer intent.  Touching on her book ‘CMO to CRO’, Brandi also highlights the benefits of having a strong marketing operations process, as well as discussing why CMOs are often best placed to lead revenue initiatives effectively.  Connect with Brandi on LinkedInGet Brandi’s book ‘CMO to CRO’

In this episode, we’re joined by Barry LaBov, CEO of LaBov & Beyond Marketing Communications and author of ‘The Power of Differentiation: Win Hearts, Minds, and Market Share’.  Barry firmly believes differentiation is key to a brand’s success – and explains why it should not be equated with superiority, but rather the unique qualities or features of a brand that need to be highlighted and celebrated.  He shares the steps involved in his team’s signature process of ‘brand re-engineering’, highlighting the importance of injecting each brand’s personality into its marketing communications. We also discuss why winning the hearts and minds of a brand’s workforce is crucial to success – and how to achieve this by ensuring employees feel the significance of their work, and celebrating what makes the brand unique together with them. Connect with Barry on LinkedInGet Barry’s book ‘The Power of Differentiation’Check out the LaBov & Beyond website