The Radical Global Marketing Podcast

It's episode two of season 2 for The CMO's Guide to China marketing podcast and we've got another entertaining and insightful interview. Steven was super excited to spend time with Jason Holland, Founding Partner of STUDIO DOHO, a boutique architecture and design agency that has been responsible for some of the most exciting offline brand experiences in China for both international and local organizations.Jason takes us through his journey from employee to start-up founder and beyond, and offers some of his key learnings for brands and marketers looking to boost their China growth.You can find out more about STUDIO DOHO by visiting www.studiodoho.comYou can also keep up to date with all of Brandigo’s latest insights and online resources on our website and social media as well:https://brandigo.com/https://www.linkedin.com/company/brandigo-global/

We’re back!After a short break, we are delighted to bring you season 2 of The CMO’s Guide to China Marketing Podcast. And for our second season we are going with a slightly different format. Throughout season 1, Mike and Steven took a deep dive into all the major aspects of China marketing that international marketers and CMOs should be aware of. For season 2, we are excited to bring you a series of interviews with some of China’s leading international marketers, business leaders, and entrepreneurs, and get their perspective and insight into real-world businesses and campaigns. They will share how the tips and tricks we shared in season 1 are put into practice, and we’ll also probably hear a few war stories along the way as well.To kick things off we are setting the bar pretty high. We were delighted to be joined by Josh Gardner, CEO, and Co-Founder of Kung Fu Data and Commerce. Josh is hugely experienced in helping brands successfully grow their business in China and is a really entertaining speaker as well.Enjoy the show and don’t forget to follow Kung Fu Data, and Josh himself, on their social media via the links below:https://www.kungfudata.com/https://www.linkedin.com/company/kung-fu-data/https://www.linkedin.com/in/joshagardner/You can also keep up to date with all of Brandigo’s latest insights and online resources on our website and social media as well:https://brandigo.com/https://www.linkedin.com/company/brandigo-global/

David van Schaick is the Chief Marketing Office of The Marketing Practice, a global leader in B2B technology marketing. He is an enthusiast for B2B marketing as well as marketing strategy. He has previously been a  board member at The Business Marketing Club, a trade organization that aims to improve the profile and practice of B2B marketing. As a business leader, David and his colleagues at The Marketing Practice work with best-in-market B2B tech brands.In this episode…Are you failing to achieve the growth you want as a tech leader? What do you need to find that success? In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with David van Schaick, Chief Marketing Office of The Marketing Practice, to discuss how tech leaders can improve their B2B marketing. David shares his professional background in marketing, how The Marketing Practice helps its clients, the challenges and opportunities it faces working with international B2B marketers, and much more.According to David, the tech industry is rapidly growing. He believes that for a tech company to thrive in this industry, it must know how to differentiate itself in the market. Through careful and strategic marketing, this is possible. He now shares his journey as a B2B technology marketer and how he partners with technology leaders to turbocharge their growth.

Outi Armstrong is the Vice President of Strategic Marketing and Development, as well as an Executive Board Member, for Medicel AG. Her company is a medical technology business, part of Halma plc,  and whose founding purpose was to make eye surgery safer, simpler, and more efficient. Outi has also recently become a Member of the Board of Directors for BioGaia AB.Outi is a strategic, resourceful, and pragmatic leader who is passionate about building global cross-functional teams to achieve best-in-class performance.In this episode…Marketing is the lifeblood of every business. So what are the marketing tips you can learn to help you thrive in an international market? Outi Armstrong is an international marketer who has helped multi-billion dollar companies be more profitable through marketing. She advises marketing teams to be customer-centric and results-oriented thinkers. She recommends leveraging strategic marketing, allowing you to focus on your strengths and provide better service and value to your customers. In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Outi to discuss her journey as an international marketer. Outi talks about her background in international marketing, the transition from B2C to B2B marketing, her experience leading global teams, and the challenges that strategic marketing solves for Medicel.

It's episode 6 of The CMO's Guide to China Marketing and this time Mike and Steven have put together a special agency focussed episode due to popular demand!Agency friends and partners around the world have fed back that they'd like us to cover a few useful pieces of insight that can help them work with their clients and provide guidance on China marketing strategy and effective China marketing. So with decades of agency experience between them, and a big chunk of it China-based, that's exactly what the guys have done.Some of their points of discussion for this episode include:The mistake many companies make by treating China marketing as an afterthought.The challenge of evaluating successful China marketing campaigns.Retaining flexibility in your strategy to cope with the dynamic environment.If there is anything you'd like us to cover in the future, we would love to hear from you. In the meantime, enjoy the podcast!

It's episode 5 of the CMO's Guide to China Marketing!Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing. And this month the guys discuss the importance of good crisis communications planning for China.This month's China Dumplings news bites include Chinese regulators clamping down on illegal pricing strategies for China e-commerce platforms and why all those CNY social media posts might not be getting the engagement that they used to.We also find out why Steven was locked in a storeroom with a BBC film crew for hours and how Mike inadvertently sparked a riot in Beijing.Enjoy!

Mike and Steven are back with a slightly different format for episode 4 of The CMO's Guide to China Marketing this month. As it's January and a fresh start for a new year, the guys offer up their predictions for trends and developments that all international marketers need to keep up to date with for China marketing in 2021. They chat in-depth about:Agile marketing in ChinaBrand fusionThe China digital landscapeChina Trade exhibitions in 2021If you think they missed anything, let us know! 

It's Episode 3 of The CMO's Guide to China Marketing podcast!Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing.This time out Mike and Steven take a long look at localization and what it means for any China marketing strategy, finishing with their top 6 'need to knows' for international CMOs and marketing managers.Also in this episode, Cinnamon Corgi makes another guest appearance when he clearly disputes Mike's opinion, and Steven finds out that he's been mispronouncing the 'H' in 'HQ" all these years.

It's episode 2 of the newly launched CMO's Guide to China Marketing, produced by Brandigo. Each month Steven and Mike cover off all the latest news and developments that are essential information for international CMOs and marketing managers with an interest in China, before taking a deep dive into a key aspect of China marketing.In this episode, the guys discuss new regulations for Chinese influencer marketing, the future of Douyin/TikTok, as well as how useful Covid-19 related messaging is to brands. They then take a detailed look at China insight research and how it can be the difference between a good and a great China marketing strategy. 

We are beyond excited to bring you the very first episode of The CMO's Guide to China Marketing.To kick this series off, Mike and Steven discuss some of the latest news stories and trends in China marketing, before taking you on a practical deep dive into the ubiquitous China app, WeChat.If you are an international CMO with an eye on the China market or thinking about how best to launch your brand in China, The CMO's Guide to China Marketing is the podcast for you.

We are delighted to bring you the very first episode of The CMO's Guide to China Marketing podcast.Everyone month we will be taking a deep dive into all things China marketing, discussing strategy, tools and insight, as well as all the latest news and opinions.In this first episode, we talk about the lack of China representation in the PR Asia awards shortlists and why we think this is. We discuss how the economic indicators suggest now is the time to make sure your China marketing strategy is in the right shape to maximise the opportunity for growth, as well as some of the early missteps many businesses make in China. We unpick the numbers around China's latest online shopping festival, and finally, we talk about one particular brand that has taken way too long to make a change for the better.

Dave Koerner is an award-winning marketing leader with a background in international business development and building revenue-based marketing teams. He has traveled to 50 US states and 53 countries, and his natural habitat consists of early to mid-stage tech companies or challenger brands.Dave is the VP of Global Marketing at 75F -- the global market leader in building automation. The company is based in Minneapolis, backed by Bill Gates, and uses smart sensors and wireless controls to create an energy autopilot for commercial building HVAC. In this episode:We delve into Dave’s unique journey through entrepreneurship, sales, and his pivotal role in marketing, particularly at 75F, a company at the forefront of building automation technology. Dave narrates his "three miracles" journey, beginning with a childhood passion for entrepreneurship that stood out in his family, transitioning into a successful sales career where he leveraged his experiences to excel in non-traditional environments, and finally venturing into the marketing world. At 75F, he focuses on innovative strategies for promoting energy efficiency and comfort in buildings through smart technology, despite being a challenger brand in a market dominated by skepticism towards climate change and green technologies.Throughout the conversation, Dave discusses the challenges and strategies of marketing in the B2B sector, emphasizing the importance of being local, leveraging asymmetry against bigger competitors, and the creative utilization of video content and events to differentiate 75F. He stresses the significance of sales enablement, supporting sales teams, and the need for marketing strategies that are not just unique, but also directly counter what large competitors are doing. Dave also touches on the future of marketing, highlighting the critical need for authenticity and trust in an era where consumer skepticism is increasingly prevalent.Dave’s insights into marketing and business development are deep and varied, offering several key takeaways for marketers and business leaders:The importance of empathy in understanding the challenges faced by CEOs, founders, and sales teams.The strategic advantage of being a challenger brand through localization, asymmetry, and innovative marketing channels.The crucial role of trust and authenticity in building a successful brand amidst growing consumer skepticism.The need for businesses to adapt and innovate in response to emerging technologies and changing consumer expectations.His emphasis on authenticity, innovation, and strategic differentiation offers a roadmap for building impactful, trusted brands in an increasingly skeptical world.

Andy Smith is the founder and CEO of StrategiQ.Andy is a hugely driven and insightful marketer with an interesting professional background and journey to becoming the founder and leader of an award-winning agency.Throughout the conversation, Andy comes across as a logical and analytical thinker with an obvious enthusiasm and vision. He speaks with a lot of objectivity and clearly values accountability within the working environment he has created.StrategiQ is a UK-based, strategy-first marketing agency founded in 2013. Andy and his team offer clients a truly personalized experience based on their ability to uncover valuable insights and competitor-beating opportunities, defining, and delivering impactful marketing strategies.In this episode:Andy chats about his background in retail and sales and the corporate grounding he developed during his early career. His introduction to marketing and advertising sales came from the 12 years he spent at Yellow Pages, the majority of which was working face-to-face with businesses of all sizes.He talks about maintaining a passion for business challenges, a belief in robust business planning, and developing marketing strategies and tactics that are directly aligned with the business plan.We discuss leadership in an agency environment and how Andy interprets his role as CEO. We also look at the career progression of his team and the importance of providing opportunities for growth and leadership.Andy highlights the importance of achieving a balance between brand, technology, and customer experience, and how this has influenced how StrategiQ positions itself as a business.

Sean O'Brien is a seasoned marketing and communications professional with a rich background in both B2C and B2B sectors. Sean currently holds the position of Global Head of Marketing and Communication at Mott Corporation, a company specializing in precision filtration technologies. With a career spanning various industries, including sporting goods, safety equipment, and technology innovation, Sean brings a wealth of experience to his role. His journey began in the realm of sporting goods, working with brands like New Balance, and evolved through significant roles at Honeywell and Stanley Black & Decker, before joining Mott Corporation.In this episode...Sean's approach to marketing is distinguished by his ability to blend B2C storytelling techniques with B2B marketing strategies, a methodology he's passionately applied across different industries. This unique approach has enabled him to rejuvenate and enhance brand and product strategies, making complex, technical products more relatable and engaging to a broader audience. Sean emphasizes the importance of storytelling and brand building in creating compelling marketing narratives that resonate with both consumers and business clients.In his current role at Mott Corporation, Sean is involved in multi-channel marketing strategies, including digital marketing, live events, and the development of a customer enablement platform. This platform is designed as an interactive tool to showcase the company's technologies in various applications, enhancing customer engagement and sales processes. Sean's efforts aim to amplify Mott Corporation's visibility globally and solidify its position in key industries like green hydrogen production, healthcare, and semiconductors. A significant part of Sean's strategy involves account-based marketing (ABM), targeting and personalizing marketing efforts for major Fortune 100 companies. This approach focuses on delivering tailored messages and solutions to potential clients within these organizations, highlighting Mott Corporation's capabilities and success stories. The objective is to penetrate these large companies more deeply by addressing specific needs and projects, thereby fostering closer partnerships and driving sales.Lastly, Sean touches on the evolving landscape of marketing, emphasizing the critical role of AI in enhancing marketing strategies without overshadowing the need for personalized, human-centric content. He advocates for a balance between leveraging AI for efficiency and maintaining authentic, engaging storytelling that connects with the audience on a personal level. Through his leadership and innovative approaches, Sean continues to drive Mott Corporation's marketing forward, adapting to the changing market dynamics and embracing new technologies to stay competitive.

Cheryl Caudill is the Vice President of Global Marketing Communications for Greif, a leading supplier of industrial packaging products. In this episode, she shares her extensive marketing experience, including how her journey in marketing began with a major in journalism and advertising. In this episode:Cheryl emphasizes the evolution of marketing over the years, particularly due to the COVID-19 pandemic, which forced companies to embrace digital strategies, tech talks, webinars, and other digital marketing initiatives. She highlights the increasing importance of AI and chatbots in the sales funnel, facilitating quicker customer interactions and engagement.Cheryl also acknowledges the significance of mentorship in her career. She expresses her pride in her team's accomplishments, particularly their successful management of a massive event at Interpack in Dusseldorf, Germany.Regarding B2B marketing, Cheryl emphasizes the value of trade shows and exhibitions in fostering personal connections. She shares her excitement about Greif's upcoming 150th anniversary and its plans for celebrating this milestone.Cheryl also touches on the challenges and opportunities of marketing in a B2B context, where the focus is on customer service and execution. She emphasizes that even in industries that may not seem inherently exciting, success comes from delivering on promises and executing marketing tactics effectively.

Adam Clark is the Director of Integrated Marketing, Asia for Hasbro, one of the largest toy and game manufacturers in the world.  Based in Hong Kong for over 10 years, Adam is an incredibly experienced marketer with a unique background.  He has previously been part of Accenture working on significant marketing operations projects, project managing CRM implementations, and process design initiatives, as well as gaining brand management experience with Nestle USA before making the move to Asia.In this episodeAdam talks about his early career at Accenture working on significant marketing operations projects and CRM implementations, and the valuable experience this helped him gain in process design.He talks about his move into brand marketing with Nestle USA, learning essential campaign planning, budget management and marketing promotion skills, before shifting focus to Nesquik and building digital campaigns, as well as partnering with agencies.After relocating to Asia and working with Cathay Pacific on a significant CRM project, Adam shares his experience working for Hasbro in Asia and describes some of the territory variations, such as channels, e-commerce platforms, and messaging strategies that international marketers need to understand to be successful in the region.Adam shares some of his thoughts on what a successful agency partner looks like.Finally, he offers his opinion on some of the key issues marketers face in the future including the challenges digital marketers face from an increasingly cookie-less ecosystem.

Sylvia Zanetti is the Managing Director and Lead Strategist for Stratitude, a strategic integrated marketing agency headquartered in South Africa that is part of the PLP Group. Sylvia leads her award-winning team in campaigns that focus on enabling their clients to build rewarding relationships with their target audiences.Sylvia leads her award-winning team with an infectious passion and enthusiasm, which is also clearly evident in her other role as a member of the EMEA board for AMIN, and an international network of independent agencies that supports partnerships and collaboration.Previously, Sylvia has had the role of Head of Commercial for PLP Group, and as Client Services Director for Magna Carter, a South African reputation management consultancy. In this episode:We discuss the value of agency professionals spending time client side and how this can help develop a greater understanding of the corporate side of the relationship.Sylvia chats about the challenges and opportunities of working in Africa. We talk about some of the unique characteristics of successful marketing in the region. Sylvia cites the example of the importance of informal networks and community groups in South African marketing strategy.We talk through the constant balancing act of channel identification, messaging, and localization that all international marketers manage on a daily basis and the importance of quality research in maintaining a successful balance.We also discuss how marketing is becoming increasingly borderless. Sylvia uses her own example of her agency in South Africa working for a Danish client on a campaign in Nigeria.Finally, we discuss the advantages of fully integrated agencies for clients, including how not having multiple specialist agencies competing for budget and client resources can maximize value and return on investment.

Susie Lee-Kilgariff is the Group Head of Marketing for Stellarmann and William Alexander, both part of the Wellcombe Group. Stellarmann is a consulting business that helps companies develop highly skilled teams and deliver successful technology and change programmes. William Alexander is a recruitment agency.Susie herself is a hugely passionate, driven, and successful marketing leader with a unique career journey. She has a wealth of experience working both agency and client side, as well as running her own consultancy.She is an advocate for the power and importance of data analytics and measurement and has led teams in award-winning rebrands, tone of voice development, and campaign effectiveness.In this episode:Susie talks us through her marketing career journey, her unique vocational career path, and what sparked her passion for marketing.We discuss some of the innovative and creative rebrand projects she has executed and talk about the importance of tone of voice. Susie references Nick Parker, a tone of voice specialist who has developed the hugely effective Voicebox methodology and toolkit.As part of a discussion on marketing personalization and the challenges around data acquisition and management coupled with target audience attention, Susie advocates for a focus on inbound leads and providing smaller, better quality data pools for sales teams. Steven and Susie reference a previous campaign Susie led developed by UPP B2B.Susie discusses some of her career inspirations, including the work of Adrian Rowe of Rec C.

Kay Geithner is Managing Director of APM Terminals Crane & Engineering Services. Kay is a hugely experienced, dynamic, and innovative international business leader, working in a fascinating sector, and is currently spearheading an exciting period of marketing strategy development and positioning.  For this special episode of the Radical Global Marketing Podcast, we get a very unique client-side viewpoint. In this episode: Kay takes us through his background in engineering working in international teams in Europe and Asia. He discusses some of the big trends and challenges facing his industry, including managing capacity, manufacturing in China, and developing suppliers, and pays particular attention to the electrification of his industry and what that means for suppliers. We talk about some of the latest technology being utilized in crane design and maintenance, including virtual and augmented reality. Kay discusses how his business’ current marketing and brand positioning drive has been inspired by recent progress and successful projects delivered. There are fantastic stories that aren’t currently being told. We look at the comparison between Western and Chinese B2B marketing within the terminals industry and how there is an opportunity for disruption. Kay is also an active member of the European Chamber of Commerce in Shanghai. Regularly participating in panel sessions and workshops. You can find out more about their work here.

Bessie Lee & Peter Bomer are the authors of the recently published China Inside Out, a fantastic new book inspired by Bessie’s hugely popular podcast, Beiwanglu, as well as both Bessie and Peter’s decades of experience leading successful businesses in China.Bessie is the founder of Withinlink a China-based start-up incubator and early-stage venture fund focused on Chinese digital and marketing technology. She has held several prominent leadership roles including CEO of Mindshare, and Greater China CEO at WPP. She is also the co-founder of the Mobile Marketing Association in China.Peter is a serial entrepreneur, business advisor, investor, writer, and China hand which began with his leadership role as part of the Diago and their China re-launch. He launched his first China start-up in 2007, a hugely successful Chinese-language radio broadcaster covering 14 provinces, and has gone on to launch a string of China-based businesses in addition to helping global brands into market.In this episode:We talk about the inspiration for writing China Inside Out: China’s Innovators in Their Own Words, originating from Bessie’s Chinese-language podcast, Beiwanglu. Originally focused on marketing, it evolved to discuss themes around innovation, and requests for translated transcripts grew. Peter and Bessie discuss some of the challenges and mistakes international brands typically get wrong and why they can struggle in China.We talk about the Chinese approach to problem-solving and how successful teams operate in China. This includes the speed at which they identify problems and test solutions.