Masters of Marketing

In this episode of Masters of Marketing, we chat with Charlie Grinnell, Co-CEO of market research agency RightMetric. In sharing his own journey from video production to marketing, Charlie explains why marketers need to think like media companies if they want to effectively compete for audiences’ attention. The content explosion of recent years has dramatically increased competition for attention,...

In this episode of Masters of Marketing, DEFY Brands founder Suni Sekhon joins us to discuss the importance of purpose in branding. With consumers increasingly expecting businesses to demonstrate their social and environmental responsibility, being purpose-driven as a brand is the future – and may be key to a successful marketing strategy. We discuss how brands can connect their impact to their co...

In this episode of Masters of Marketing, we’re delighted to welcome back No Boring Brands founder Aidan Brannigan, who previously joined us on the podcast to talk about his success story with The Marketing Millennials. This time, we sit down for a chat about the power of humor and memes in social media marketing, particularly for B2B SaaS brands.  While humor is often viewed as a risky strategy in...

In this episode of Masters of Marketing, we sit down with Dora Osinde, Founder and CEO of Yeah But No – a consultancy specializing in creative collaboration between marketing teams and agencies. We discuss the connection between creative and tech in marketing, and why it’s so important to use data to inform and refine our creative strategies. Dora also addresses the conversation around AI in this...

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, encour...

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 wh...

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...

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...

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...

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...

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. Buildi...

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,...

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, Cat...

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 – emph...

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 resour...

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...

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 cel...

In this episode of Masters of Marketing, we’re joined by Corey Morris, owner and CEO of digital marketing agency Voltage.    With over 20 years’ experience in the digital marketing space, Corey shares first-hand insights on navigating change within his own agency, as well as discussing the benefits of specializing, the importance of having a well-documented marketing plan, and the necessity of vie...

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 o...

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 un...

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 h...

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 sale...

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 inclu...

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...

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 t...