Chief Revenue Officer of Calendly,Jessica Gilmartin, is today's guest on That's What I Call Marketing. Today we cover so much in a fascinating and fun conversation that is a great insight for not just marketers but for sales people too. We discuss the ways Jessica found support and mentorship on her pretty unconventional career journey, we talk about the importance of finding passion, maintaining intellectual curiosity, and the constant evolution of marketing as a discipline. We go deep on the topic of international marketing, highlighting the necessity of understanding how to cut through the noise, understand what really matters and where and when to get really local, something that Diplomat Agency has been set up to support scaling companies with. Jessica is a leader that oozes empathy and we talk about her approach to creating a supportive culture as a leader, being a thoughtful leader and not having all the answers. We cover product led growth, insights into how to best align sales and marketing and practical advice for any salespeople out there trying to target CMO’s you are probably getting it all wrong. And we uncover something that we can’t tell Jessicas boss. 00:00 Celebrating International Women's Day and Mentorship03:05 Embracing Curiosity and Lifelong Learning in Marketing04:50 Navigating the Complexities of International Marketing16:54 Creating a Culture of Honesty and Empathy in Leadership23:10 Transitioning to Chief Revenue Officer: Integrating Sales and Marketing29:04 Exploring Calendly's Marketing Strategies and Growth34:32 Fostering a Culture of Innovation and Customer Focus38:13 Embracing Change and Experimentation in Marketing41:46 The Importance of Psychological Safety and Learning from Failures44:10 Empowering Teams51:07 Balancing Work and Personal LifeThanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.comTo contact That’s What I Call MarketingEmail thatswhaticallmarketing@gmail.comInstagram www.instagram.com/thatswhaticallmarketing/X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketingTikTok https://www.tiktok.com/@thatsmarketingYou can listen to all previous episodes here https://www.thatswhaticallmarketing.com/podcast Hosted on Acast. See acast.com/privacy for more information.

In this episode of 'That's What I Call Marketing,' I get to interview Tom Roach. Tom is a highly respected figure in the marketing world, renowned for his fascinating career, insightful publications, and significant contributions to marketing thought leadership. Tom is unquestionably one of the greats when it comes to effectiveness, he has been the author of a phenomenal amount of effectiveness papers and so certainly knows what good looks like. Today we chat about that, how that journey came about, how he got rejected by most the agencies he ended up working for when he started out, how he was a terrible account person and some of the things he has learnt along the way. We chat about how Tom set about instilling a culture of effectiveness through the agencies he worked at, without doubt leaving a legacy of excellence along the way. Tom talks about bridging the gap between creativity and commerciality, the importance of brand-building in digital platforms, and the aspects of communication strategy. He also shares insights about award-winning marketing case studies he has worked on, such as McDonald's and Sainsbury's, explaining the power of practical strategic planning, creativity, and consistency in achieving marketing goals. And as if that isn’t enough we talk about Toms path to not becoming a choral singer.04:50 The Shift from Account Management to Strategy06:05 The Importance of Effectiveness in Advertising08:55 The Art of Writing Effective Case Studies14:26 The Sainsbury's Case Study: A Deep Dive21:04 The Role of Frameworks in Strategy26:15 Creating a Culture of Effectiveness30:42 The Two Sides of the Coin: Media and Creativity35:39 The Potential of Digital Platforms in Building Brands43:28 The Role of Creativity in Gaining Attention50:26 The Challenge of Convincing Stakeholders about Brand BuildingThanks to today's show sponsors: The Indie List https://indielist.ie/ and Diplomat, the global brand agency https://www.diplomat.agency/Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.comTo contact That’s What I Call MarketingEmail thatswhaticallmarketing@gmail.comInstagram www.instagram.com/thatswhaticallmarketing/X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketingTikTok https://www.tiktok.com/@thatsmarketingYou can listen to all previous episodes www.thatswhaticallmarketing.com/ Hosted on Acast. See acast.com/privacy for more information.

Newly appointed Chief Operating Officer of Dentsu Ian McGrath took time out before starting his new job to reflect on his career to date and his perspective on the world of marketing. Ian has lots of thoughts to share, as you will find out, coming from his years of experience working and running top media agencies in Ireland as well as running global media for the brand Poker Stars for the past two years. During todays conversation we talk about Ians love of spreadsheets, the role agencies have played in his career, how the move client side happened and the experience of being client side. We talk about culture, accountability and autonomy,  the importance of understanding - understanding culture, geography, global and local nuances - understanding things like marketing and business metrics, the role of testing, understanding loyalty and penetration and all the different areas of marketing are so important. And how ultimately how you use all of this information depends, on so many factors. 03:51 The Importance of Understanding Marketing10:18 The Shift from Agency to Consultancy18:11 The Importance of Team Dynamics and Culture28:19 Understanding International Market Dynamics42:35 The Role of Brand Power and Share of Voice in Maintaining Market Share48:40 The Balance Between Global and Local in Marketing54:25 The Return to Full Service in Marketing AgenciesThanks to today's show sponsor The Indie List https://indielist.ie/Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing TikTok https://www.tiktok.com/@thatsmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/ Hosted on Acast. See acast.com/privacy for more information.

Prof. Karen Nelson-Field, the leading authority in the area of attention, joined That’s What I Call Marketing to record Live Vol.2. The episode covers various aspects of marketing, particularly in relation to attention, media, and the digital advertising industry and concludes with an audience Q&A. Host Conor Byrne and Karen discuss the differences between traditional and digital media and the significance of understanding user behaviour to make effective marketing decisions. Karen explains how attention on digital advertising platforms is measured and how it affects campaign outcomes. She emphasises the importance of considering user experiences across different formats and platforms. Karen explains that reach isn't equal across various advertising channels, stressing the need to understand the effectiveness of each platform in capturing attention. Despite any criticisms her work has received, she maintains the importance of her research and believes that the industry should evolve alongside changing media usage patterns. She also shares the findings from her research with Spotify and the challenges smaller brands face when advertising on low attention platforms.  The significance of using visual and auditory cues in advertising is discussed, including the impact they can have on brand recognition and audience engagement. Along the same line, she emphasises the importance of early brand integration within ads, as many viewers may not watch the entirety of a digital ad. Karen goes over some examples of her work, such as a study conducted in Ireland assessing TV viewing habits and results of a project conducted with QMS in Australia focusing on out-of-home advertising. The conversation wraps up with a discussion about how attention measurements might apply on a B2B level, comparing it to B2C strategies.Karen announces her upcoming book, stating that it will be a blueprint for media planning and buying in the changing digital landscape and takes questions from the audience in an engaging Q&A Session. All this and we talk about snakes02:49 The Brown Snake Incident05:54 The Birth of Amplified Intelligence09:15 Challenging Facebook's Advertising Model12:30 The Importance of Attention in Advertising29:55 The Role of Creative in Advertising35:28 The Problem with Cost Per Thousand (CPM)39:18 Understanding the Impact of Digital Reach40:38 Exploring the Ecosystem of Attention Space43:15 The Power of Attention in TV Viewing45:42 The Influence of Sponsorships in Program Advertising46:38 The Role of Out of Home Advertising in Attention Economy48:18 Dealing with Criticism in the Attention Economy55:00 Audience Q&A  Thanks to today's show sponsor The Indie List https://indielist.ie/ and our hosts Heineken IrelandGet in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com Email Instagram X twitter Youtube Hosted on Acast. See acast.com/privacy for more information.

Today’s guest is Mark Sandys, Chief Innovation Officer at Diageo. The conversation covers so many aspects of marketing that Mark has seen throughout his career. We talk about Mark's entry into Diageo as a graduate trainee in 1997 to his rise within the company to his current role. Mark shares his views on the importance of stepping out of your comfort zone and how that helped progress his career in a bit of a sliding doors moment. We talk about the evolution of his marketing philosophy and the insights gained from observing consumer behaviour across the globe. We discuss the direction of innovation in the drinks market, with a focus on trends such as non-alcoholic beverages, celeb endorsed brands (still working on Ryan Reynolds as a guest) and the expanding influence of tequila. Mark discusses Diageo's innovation strategy centred on long-term planning and creating new systems and platforms rather than just products. We conclude with some advice from Mark to young marketers about understanding the entire P&L to make marketing choices that drive profit.01:18 Experiences and Insights from Working at Diageo08:46 Career Transitions and International Experiences14:59 Understanding and Adapting to Different Markets21:29 The Importance of Continuous Learning and Adaptability30:48 Guinness's Growth Post-Covid and getting a better Guinness at home37:31 The Concept of Platforms, Not Products49:32 The Role of Acquisition in Innovation Strategy52:56 The Future of Spirits: Tequila and Whiskey57:56 The Importance of Leading the BusinessThanks to today's show sponsor The Indie List https://indielist.ie/Get in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/ Hosted on Acast. See acast.com/privacy for more information.

In this podcast, Kerri Martin, Dave Horton, and Matthew Woodhams-Roberts discuss the Super Bowl 2024 ads. They highlight memorable ads like Volkswagen's 75th anniversary and Google Pixel's emotional ad. The panel explores the use of celebrities in ads and the absence of beer and American auto manufacturer commercials. They also discuss the impact of storytelling, music, and celebrity endorsements in advertising campaigns.

Attending Pendulum Summit 2024 host Conor Byrne got to meet and speak to 6 of the amazing speakers. This episode is made up of 6 short interviews and is less about marketing and more about inspiring stories and from some truly incredible people. The Pendulum Summit, believes in the power of impactful moments that create lasting change. The summit creates a ripple effect that drives the change the world needs. These short stories will hopefully inspire you.3:10 - Dr. Zoe Wimshurst, Sports Psychologist13:26 - Niall Breslin, Singer, Author, Mental Health Advocate20:45 - Dr. Brian Pennie, Author and Neuroscientist27:43 - Astacianna Hatcher Conservation Ornithologist35:10 - Charlie Engle Ultramarathon runner and author45:42 - Dr. John Gray Author Men are from mars women are from venusThanks to the Pendulum SummitToday's show is sponsored by The Indie List Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com Hosted on Acast. See acast.com/privacy for more information.

When Michael Corcoran, the former head of social at Ryanair, left his role in 2023 it sent shocks through marketing circles. Guillaume Huin, the head of social media at McDonald’s wrote: “You and your team have redefined the industry you were in and opened new horizons for every social team across the world". So what happened, well Michael asked That's What I Call Marketing to help launch his new agency, Frankly, by recording an episode in front of a live audience so he could share his story. Michael shares what went on and wrong in Ryanair, he shares his thoughts on effective social marketing strategies, the importance of thinking strategically, his approach to building and developing teams. He delves into his work at Ryanair, the lessons he learned, challenges faced, and how he harnessed social platforms to bring the airline's unique voice to the forefront. Not only does Michael share his experience and insights but also challenges the audience to think differently about their approach to social media marketing. This is a frank conversation with a person who does not shy away from saying what he really thinks.01:16 Departure from Ryanair and the culture there07:12 The Strategy Development Process at Ryanair17:24 The Challenges of Implementing the Strategy26:03 The process of Creating and Reusing Content30:38 Leveraging Controversy for Brand Exposure38:36 The Launch of a New Social Media Agency46:12 Audience Q&AGet in touch about sponsorship or content partnerships, email thatswhaticallmarketing@gmail.com To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/ Hosted on Acast. See acast.com/privacy for more information.

Just days before Margaret formally announced she was to leave her role as CMO at Siegel & Gale she joined That's What I Call Marketing live from New York and gave a Masterclass in Simplicity. Margaret been acclaimed as the unofficial ambassador of Ireland, been honored by many Irish organizations, including Douglas Hyde's Foundation, Irish Voice Women of Influence, and Top 100 Irish Americans in Business in the United States. When it comes to marketing she is equally honored, noted as a LinkedIn Top Voice in Marketing, The Drum B2B Marketer of the Year, is a Marketing Society fellow, has been published in Harvard Business Review, Fast Company, Forbes, and more. We chat through so much, Margarets Irish upbringing and her career journey, we talk about the importance of curiosity (she brings it up not me!), and continual learning. Margaret elaborates on the ethos of simplicity in branding, characterised by the intersection of clarity and surprise. We discuss the significance of brands delivering on their promises and the challenges of ensuring consistent, user-friendly experiences across multiple touchpoints. The conversation also dives into the evolving perceptions of Gen Z towards branding and social media, as well as the shifting roles and aspirations of marketing leaders. We also manage to get into Margarets passion for Irish fashion through here Wearing Irish initiative and indeed today she is wearing Irish from designer Helen McAlinden, we talk poetry, art and her advocacy for celebrating Irish creative talent on a global scale In this enlightening chat04:37 Margaret's Early Interest in Ads and Marketing20:13 The Importance of Simplicity in Branding24:28 Challenges and Barriers to Achieving Simplicity28:56 The Role of a Chief Marketing Officer31:26 The Expansive View of Branding37:56 The Impact of AI on Customer Experience54:51 The Influence of Brands on Culture56:36 Challenges for Marketing Leaders in 2024Get in touch about sponsorship and partnerships at thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com Hosted on Acast. See acast.com/privacy for more information.

In this episode of 'That's What I Call Marketing', we have a deep dive into AI's impact on the marketing landscape with respected digital marketer and AI expert, Maryrose, who has over 20 years of experience in the industry. Maryrose shares her journey with digital marketing from its beginning stages, discusses the role and benefits of AI, addresses concerns around data security and diversity in AI tool development, and offers valuable advice on how marketers can embrace AI responsibly. She also discusses her AI Institute and the value it brings through practical and ethical AI training.01:44 Adapting to the Evolution of Digital Landscape06:16 Benefits of AI for Marketers08:16 Getting Started with AI in Marketing11:18 The Future of AI in Marketing20:44 Ethics and Diversity in AI26:45 The AI Institute and Training https://www.instituteofaistudies.com/To contact That’s What I Call Marketing Email thatswhaticallmarketing@gmail.com Instagram www.instagram.com/thatswhaticallmarketing/ X twitter twitter.com/thats_marketing .Youtube: www.youtube.com/@thatswhaticallmarketing You can listen to all old episodes www.thatswhaticallmarketing.com/listenGet in touch about sponsorship and partnerships. Hosted on Acast. See acast.com/privacy for more information.