More 2 Marketing Podcast - Expert advice on marketing, product and all things business

How to achieve organic sustainable growth for your new business with Annika Welander In this podcast Susan meets Annika Welander, the managing director of Chicago-based creative agency Some Oddpilots, about organic and sustainable business growth strategies. Annika shared her background and the agency's evolution from a record label to a brand and creative agency, while exploring the differences between organic and inorganic growth approaches and their impact on brand building. The conversation coveredvarious aspects of organic growth, including team composition, brand management, and marketing strategies, with Annika providing examples from their work with clients and emphasising the importance of authentic brand identityand long-term investment in brand building. Annika Welander - Co-founder and COO, SomeoddpilotLinkedin https://www.linkedin.com/in/annikawelander/As Co-founder and COO at Someoddpilot, Annika shapes the strategic vision for Someoddpilot’s portfolio of companies. Spearheading operational strategy, business development, and key partnerships, Annika is responsible for 15x agency revenue growth over the past 15 years. A Crain’s Notable LGTBQ executive and former captain of the Princeton golf team, she brings her wit, leadership, and experience guiding teams to a pointed ande ffective end goal every day.Annika is an expert on leadership of creative and strategy teams, as she's played an integral role in building the agency's teams and business as a whole from the ground up. She can also provide advice to listeners on operations and business transformation, specifically how to successfully run a small business profitably and create organic sustainablegrowth.Learn more at http://www.someoddpilot.com/http://www.thispublicworks.com/ Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

How to build zero-party data In this podcast, we discuss the importance of zero-party data, which is voluntarily shared by customers and offers benefits like higher conversion rates and better engagement through privacy-compliant methods. Susan provides examples of successful implementations and emphasised the value of creating engaging tools and experiences that encourage data sharing while ensuring accuracy and compliance. Susan concluded by discussing various strategies for post-purchase engagement and highlighted the potential for interactive diagnostic tools and social activities to increase customer interaction and lead generation. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

How to build genuine relationships in a transactional world with Kate Miller In this podcast, we meet Kate Miller, a fractional marketing director based in Melbourne, who shared her approach to marketing for service-based businesses. Kate and Susan explored the critical importance of trust in professional services, emphasising the need for transparency, authentic relationship-building, and strategic brand experiences to differentiate a brand. They discussed various aspects of marketing execution, internal communication, and relationship building, including the importance of clear messaging, proper team briefing, and consistent social media presence, while highlighting the value of understanding client needs and maintaining professional relationships through feedback and follow-through. Kate Miller – Fractional MarketerLinkedin https://www.linkedin.com/in/kate-miller-58731110/A passionate client centric marketing professional, with innovative client engagement and experience marketing strategies aligned to key business objectives. She has a strong track record delivering results in event management, digital marketing (agency & internal setting), business development, leadership, and strategic client engagement plans. She applies her design skills to create memorable experiences that connect with audiences, communicate brand values, and support the business goals.Her primary focus is on developing and executing comprehensive marketing campaigns that reflect current social and cultural issues, alongside traditional and digital marketing practices. Her work at my best in environments that value excellence, integrity, accountability and support acollaborative approach.Learn more at Milvanta - https://www.linkedin.com/company/milvanta/https://www.milvanta.com.au/ Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts.Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

5 Years of Torres: Continuous Habits Reloaded In this podcast, we learn revise a podcast by More 2 Marketing, focused on Teresa Torres' book "Continuous Discovery Habits" and her new year-long book club, celebrating the book's 5th anniversary. Torres emphasised the importance of weekly customer chats and cross-functional collaboration, particularly highlighting the product trio of product design and engineering teams working together. Susan further discusses from the learnings how AI can enhance discovery processes but should not replace human habits, warning against relying too heavily on AI without human validation. The podcast covered Torres' evolution from coaching to empowering teams to own discovery daily, with arecommended weekly routine of customer interviews, opportunity mapping, and testing. Common traps in discovery work were addressed, including treatingdiscovery as a research phase and over-relying on AI without human evaluation.The podcast concluded with practical advice for implementing discovery habits, including starting small with one habit per week and tracking progress to build and iterate.  Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Mischief Marketing—cheeky in real life stunts that turn heads In this podcast, Susane xplored the concept of mischief marketing, which involves creating playful and unexpected real-world stunts to generate buzz and attract attention. Shediscussed various examples, such as giant padlocks outside locksmith shops and peel-off coupon walls, explaining how these stunts can be effective in capturing people's interest and increasing social media shares. Susan emphasisedthat mischief marketing should be done responsibly, with proper permissions and consideration for legal and safety guidelines. She also highlighted the importance of aligning stunts with a brand's image and measuring their effectiveness through unique promo codes, QR codes, and social media tags. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions orwho like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Kickstart 2026 Marketing: What’s on Your List? In this podcast, Susan discusses strategies for kick-starting the year with a focus on marketing initiatives. She emphasised the importance of mindset shifts, particularly treating marketing as an ongoing rhythm rather than a project. Susan adviseddoing a thorough audit of the previous year's performance to identify top revenue-generating sources and content strategies. She recommended cleaning and segmenting email lists, as well as conducting a website and social media auditto ensure they effectively represent the brand and convert visitors. Susan also highlighted the importance of planning monthly offers and content calendars, as well as reactivating existing customers through targeted campaigns and askingfor referrals. She warned against launching on new platforms without a clear purpose and plan, and advised focusing on a few key goals rather than setting numerous objectives. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Christmas special - what is a Christmas present? In this podcast, we explore the history and evolution of Christmas gift-giving traditions. Susan traces the origins of gift-exchange from ancient Roman Saturnalia to its development within Christian and medieval contexts, particularly influenced by figures like the Three Kings and St. Nicholas. The Victorian era marked a shift towards family-centered celebrations and commercialisation, with Santa Claus becoming a central figure. Today, Christmas gift-giving has become a significant economic driver, with global retail sales contributing billions annually, while maintaining its core meaning of fostering connections and celebrating community. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

B2B partnerships and cross-promotion between complementary local businesses In this podcast, we learn more on strategies for local businesses to grow through B2B partnerships and cross-promotions, with emphasison leveraging warm audiences and reducing costs through complementary business collaborations. Susan provided practical guidance on simple partnership approaches including shared offers, content collaborations, and in-location promotions, while advising on starting with basic relationships and maintaining focus on mutual benefits. The discussion concluded with strategies for tracking and developing successful partnerships, including the use of welcome packs, themed content, and measurement through unique codes and key metrics. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

Ultimate guide to organise marketing growth In this podcast, we learn the importance of organic marketing, highlighting its ability to build trust and long-term relationships without the need for paid advertising. She outlined five key strategies: search engine optimisation, content marketing, socialmedia engagement, user-generated content, and email newsletters. Susan emphasised the need for a step-by-step approach to building an organic marketing strategy, including setting clear goals, understanding the audience, and leveraging cross-channel synergies. She concluded by explaining why organic marketing remains a powerful tool in the current marketing landscape, despite the rise ofpaid advertising. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.

How do you stay consistent across generations and platforms In this podcast, we focused on the challenges of maintaining brand consistency across different generations and platforms. Susan discussed how various age groups have distinct preferences for communication channels, such as Boomers favoring emails and traditional media, while Millennials and Gen Zs engage more with social media andshort-form content. She emphasised the importance of having a consistent core brand message, including promise, point of view, and personality, while adapting the expression and format for different generations and platforms.Susan highlighted the need to research audience behaviour and use universal themes like trust and family to create relevant content. She also stressed the importance of consistency across channels, not sameness, and encouraged brands to involve their audience in co-creating content to build trust and engagement. Visit ⁠@more2marketing⁠   www.more2marketing.comDon't forget to follow to be the first to hear the next podcast and for transcripts. Please note: This is a conversation style podcast - raw and authentic. If you have any questions or who like to be on guest on More 2 Marketing, please⁠ contact us⁠.