Ahead of the Game

Ever wondered what it’s like to be a luxury hotel marketer? In this episode of the DMI Podcast, host ⁠⁠Will Francis⁠⁠ speaks with Mary Beth O’Connor, an experienced hospitality marketing professional whose career has taken her from international sales to Director of Sales & Marketing at the legendary Pierre Hotel in New York City.Mary Beth shares insider perspectives on how hotels and resorts can maintain their identity and customer loyalty in an age dominated by online travel agents, why “people are the product,” and what all businesses can learn from the hospitality mindset.She also explores the rise of wellness travel, the power of partnerships, and how authenticity, curiosity, and personalization drive success in hospitality marketing.Mary Beth’s Top 3 TipsStay curious and keep learning: The marketing industry changes constantly — adapt with it.Keep it personal: Hospitality is built on relationships and genuine connection.Build partnerships: Creative collaborations can amplify reach without huge budgets.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!Timestamps3:23 – How online travel agents changed hotel marketing6:04 – Selling experience, not just rooms: the people-first approach8:09 – Retention, culture, and leadership in hotels10:27 – Human stories that build brand loyalty12:03 – Bringing hotel staff personalities into marketing13:41 – What makes hospitality marketing unique14:59 – Digital marketing, events, and local partnerships18:43 – How travel audiences changed after the pandemic21:13 – Global markets and U.S. traveler demand23:32 – Marketing multiple offerings (rooms, restaurants, spa)26:19 – Branding luxury properties and using heritage wisely29:24 – Benchmarking top hotel brands31:21 – Marketing inside the property and guest personalization33:00 – Balancing technology and human touch in luxury34:07 – Why arrival experience defines customer loyalty36:44 – Lessons all businesses can learn from hospitality38:11 – Emerging trends: wellness, sustainability, and women’s travel40:28 – Using digital and webinars for B2B marketing43:26 – Influencer marketing in hospitality: challenges and best fits47:24 – Advice for aspiring hospitality marketers

How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win.Laurier’s Top 3 Tips for MarketersValidate properly: Test your product with real money or real commitment, not just surveys.Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works.Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!1:00 – Why “need” trumps “want” in marketing psychology4:40 – Pain points and empathy: How to connect like Steve Jobs9:00 – Building trust and shared purpose with customers11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps13:00 – Case study: Recycling wind-turbine blades into building materials16:00 – How to persuade risk-averse buyers to adopt innovation20:00 – Getting involved early: linking product development and marketing24:00 – Finding the original need behind every innovation27:00 – Why simplicity beats features (and what Apple teaches us)33:00 – Positioning for your tribe: how similar products can coexist34:00 – Lessons from I Need That: validation, emotion, and the “dog brain”38:00 – How to run validation that actually works44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained48:00 – Using AI to accelerate, but not replace, expertise49:00 – Which marketing channels work best today55:00 – Balancing paid and organic: why SEO still matters57:30 – Laurier’s top advice for innovators

In this discussion, Heather O’Shea, Chief Research Officer at Alter Agents and former research lead at Snapchat and Twitter, reveals how to transform research into brand growth. She dives into the synergy of qualitative and quantitative methods and how AI enhances insight speed. Heather highlights Gen Z’s shifting values, emphasizes the importance of long-term brand integrity over click metrics, and shares insights on unconscious consumer behaviors through neuroscience. She also offers practical tips for marketers to connect more deeply with their audiences.

Looking for a new role and disheartened by the job market? In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ chats with ⁠Terry Payne⁠⁠ of Aspire Recruitment and Executive Edge about the findings from Aspire’s recent report on digital marketing salaries across 5 different territories. They get stuck into how the job market has shifted at every level, from the decline in entry-level roles to the boom in senior positions. Terry shares insights on regional hiring trends, salary expectations across markets, and how AI is actually reshaping recruitment. He also gives practical advice for job seekers navigating today’s highly competitive, candidate-driven market. You can view and download the 2025 Salary Guides on the DMI website. They cover four key regions: the UK, the US, MENA, and APAC.What You'll Learn:How AI is impacting entry-level, mid-level, and senior marketing rolesThe regions and industries driving growth in marketing jobsSalary trends across the UK, US, Dubai, and Asia in 2025How hybrid work is replacing remote-first opportunitiesPractical strategies for standing out as a candidate in a crowded job marketTop 3 Tips for Job SeekersHumanize your profile – LinkedIn is your shop window, so keep it sharp, authentic, and supported with testimonials.Practice, practice, practice – Prepare for interviews by rehearsing competency-based answers with real, measurable achievements.Be resilient – Volume is key. Keep applying, networking, and following up—don’t get disheartened by knockbacks.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!Timestamps & Key Sections0:00:51 – Overview of the job market shifts in 20250:04:23 – How AI is reshaping entry-level opportunities0:08:14 – Growth in senior roles and startup demand for CMOs0:11:51 – Rising demand for SEO, social media, and data roles0:13:27 – Regional differences: Middle East growth, US recovery, UK resilience0:16:51 – The decline of remote roles and rise of hybrid work0:19:34 – 2025 Salary Guide: key trends and rising pay gaps0:24:10 – Which sectors are driving salary increases0:30:05 – Managing unrealistic workloads and setting expectations0:32:55 – How to stand out when applying for jobs0:37:35 – Building a strong LinkedIn profile and showing your “sizzle”0:43:32 – Preparing for interviews and presentations0:46:49 – The importance of communication and leadership “power skills”0:50:43 – Terry’s three top tips for job seekers

Faisal Laljee, an entrepreneur and growth strategist, dives into the world of practical entrepreneurship and marketing. He emphasizes the necessity of testing ideas early and engaging with initial customers as invaluable advocates. Faisal critiques the unpredictable nature of SEO and advocates for discerning investment choices, cautioning that not all funding is beneficial. He suggests that businesses should double their marketing budgets to account for higher customer acquisition costs and highlights the importance of shared values among co-founders.

In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ speaks with ⁠⁠Maurice Wheeler⁠⁠, CEO of We Are Family, a specialist agency focused on research, strategy, and creative work for brands that market to children, teens, and families. Maurice shares how his agency helps household-name brands like Nickelodeon, Hasbro, and Moonbug understand rapidly shifting youth trends – from meme culture to Roblox – while staying legally compliant and ethically sound.This episode digs into how marketing to under-18s must balance creativity with a deep understanding of cognitive development, parental expectations, and platform dynamics. Maurice also explains how his agency conducts global research with thousands of children annually and why “marketing without manipulation” is their north star.What You’ll Learn:Why audience insight matters more than ever in youth marketingHow to ethically and legally engage under-18sThe importance of cognitive development in content designWhat platforms kids really use – and howWhy screen time post-COVID is evolving againHow to balance messaging across kids, parents, and platformsWhere influencer marketing fits – and where it doesn’tWhy creativity must thrive inside tight guardrailsTop 3 Tips from Maurice:Talk to kids constantly: Research can't be replaced by reports. Direct conversations reveal the truth.Learn the rules: Global youth marketing demands obsessive knowledge of local legal and ethical guidelines.Immerse yourself in their world: Play Roblox, scroll YouTube Shorts, and understand meme culture. You can’t market what you don’t experience.Timestamps01:00 – How brands stay in touch with kids’ realities02:30 – Meme trends, masculinity, and parenting shifts post-COVID05:15 – How brands act on research and insights07:44 – The challenge of ethical creativity in marketing to kids11:30 – Why guardrails make for better creativity13:49 – Breaking down under-18s into real audience cohorts16:38 – Running global research with very young children19:14 – Sharing vs. owning insights: what gets published20:50 – Developmental personas vs. traditional marketing personas23:00 – The Venn diagram of kids, parents, and platforms26:43 – Creating immersive brand experiences in Roblox30:07 – Influencer marketing and where to draw the line32:10 – Marketing ethics in YouTube content for kids34:04 – How Maurice parented with a marketer’s mindset36:25 – What metrics really matter in this space39:48 – The rise of co-viewing and why it’s good news41:55 – Maurice’s early career from Leo Burnett to Disney47:51 – What’s changed most in 20+ years of marketing53:39 – AI in research and creativity: risks and realities59:00 – Maurice’s 3 must-do tips for youth marketers

In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ chats with ⁠⁠Dikshant Dave⁠⁠, CEO of Zigment, about the fast-evolving world of agentic AI — autonomous AI agents that execute multi-step marketing and sales tasks. Dikshant shares how agentic AI goes beyond basic automation to adapt, personalize, and optimize customer engagement in real time. He explains how this shift is affecting marketers today, how companies can start adopting it, and what roles are most impacted.Dikshant brings deep insights from building Zigment, a platform designed to help brands move from patchwork automations to intelligent, contextual customer journeys — especially in industries with long buying cycles like healthcare, finance, and real estate.What You’ll Learn:What agentic AI really is (and what it isn’t)The difference between traditional automation and AI agentsHow agentic AI can help marketers handle unstructured, real-time dataWhy personalization over long buying journeys is the killer use caseWhere AI fits into customer interactions — and where it doesn’tPractical advice for marketers looking to experiment with AITop 3 Tips from Dikshant Start small but do start – pick low-risk workflows like unmanned channels to test AI agents.Keep cold outreach human – use AI only where context is already established.Don’t try to control every step – let agents figure out the best path to your goal using LLMs.Timestamps & Key Sections:00:00 – Intro to agentic AI and why it matters now02:39 – Dikshant’s journey from a supplements startup to AI-powered sales05:11 – Why personalization beats automation in complex sales07:23 – Tackling hallucinations: reliability and transparency of agents11:58 – The shift from structured to unstructured marketing data15:30 – Real-time decision-making and customer intent detection18:12 – Automation vs. agents: what’s the real difference?21:18 – How Zigment builds agentic customer journeys24:47 – Why long buying cycles are ideal for AI agents26:16 – What parts of marketing to keep human28:08 – Which roles are most at risk of being replaced29:38 – How to stay relevant as a marketer in the AI era32:27 – The “duct tape” problem in marketing stacks35:24 – Why AI is a multiplier, not a workforce reducer38:28 – How to start: small, smart use cases and tools to try40:19 – Sneak peek: Zigment’s upcoming agent builder platform-------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

Marketing professor Jim Lecinski from Northwestern University's Kellogg School of Management dives deep into the transformative role of AI in marketing. He highlights how AI is not just a tool but a strategic ally that can significantly enhance productivity and creativity. Jim demystifies concepts like AI agents and offers invaluable tips for professionals at all career stages. He emphasizes the necessity for marketers to actively shape AI strategies rather than just adopt them passively, ensuring a blend of human intuition and AI innovation.

In the second part of our influencer marketing series, we shift focus from the marketer to the creator. Host ⁠⁠⁠Will Francis⁠⁠⁠ chats with ⁠Ben Kaluza⁠, a former Twitch ad ops professional turned full-time content creator. Ben shares his candid journey into content creation—from gaming streams and OBS tutorials to building a trusted multi-platform presence across TikTok, YouTube, and LinkedIn.Ben gets into what creators really need to succeed, how to balance authenticity with monetization, and how marketers can partner with them successfully. With honest takes on influencer compensation, content production, and building trust in a noisy digital space, this episode is a must-listen for anyone working with—or aspiring to become—a creator today.Listen to Part 1 with Sarah Adam who directs the B2B influencer marketing team at Wix Studio.   Ben's top 3 tips for content creators:Prioritize ideas over everythingDon't fuss over the details like hashtags or captionsKeep experimenting with formatsBen's top 3 tips for marketers:Match the content with your product, not just your audience Build great affiliate programs Use creators for unique insights and strategyTimestamps:03:00 – What Ben learned about value and CPM from Twitch and healthcare display ads06:30 – Starting content creation and streaming on Twitch08:45 – Discoverability struggles on Twitch and why TikTok became his growth engine11:00 – How monetization culture differs across Twitch and TikTok14:10 – Creator fatigue and why streaming isn't sustainable for most16:30 – Pivoting to TikTok tutorials: from opinion to practical value20:15 – High vs. low production content and platform fit28:00 – Creator vs. influencer: defining the roles30:00 – Making a living: how brand deals, pricing, and scheduling actually work38:15 – What marketers should understand when working with creators41:30 – Why paid media should back creator content46:00 – Smart strategies for gifting vs. paid partnerships51:00 – Ranking platforms: TikTok, Instagram, YouTube, LinkedIn58:30 – Tailoring content by platform for trust and reach1:05:00 – Top 3 tips for aspiring creators and top 3 tips for marketers working with them-------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!

On the DMI podcast, we're devoting the next 2 episodes to going deep into influencer marketing. First from the marketer's viewpoint and then from the creator's.In this first episode host ⁠Will Francis⁠ chats with ⁠Sarah Adam⁠, Head of Partnerships and Influencer Marketing at ⁠Wix⁠. Sarah shares a behind-the-scenes look at how Wix has navigated the branding challenge of launching its B2B solution, ⁠Wix Studio⁠, in a market that traditionally sees Wix as a consumer-first platform. From influencer strategy to performance metrics and the role of AI, Sarah offers an unique view into B2B influencer marketing in today’s creator economy.Listen to part 2 with content creator Ben Kaluza. Key tips from Sarah: Pick influencers for their professional relevance, not follower count Focus on organic discovery over so-called influencer toolsInvest in long-term relationships, not just one-off campaignsTimestamps:00:00 – Introduction to Sarah Adam and her role at Wix02:27 – What is Wix Studio and how it differs from classic Wix04:10 – The branding challenge: shifting from B2C to B2B07:21 – Why influencer marketing is a long-term game08:36 – Metrics that matter: brand awareness vs. acquisition10:24 – Choosing the right platforms based on marketing goals13:00 – How to budget and benchmark for influencer campaigns18:14 – Finding the right influencers: tools vs. organic discovery22:28 – The rise of B2B influencer marketing on LinkedIn29:40 – Platform breakdown: what each one does best35:51 – Reposting and ad usage of influencer content40:49 – Advice for aspiring full-time creators47:11 – Sarah’s career journey and advice to her younger self-------------------The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on our ⁠⁠⁠⁠⁠website⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Apple Podcasts⁠⁠⁠⁠⁠, ⁠⁠⁠⁠⁠Spotify⁠⁠⁠⁠⁠, and ⁠⁠⁠⁠⁠YouTube⁠⁠⁠⁠⁠.Check out the DMI’s extensive digital marketing library of ebooks, toolkits, webinars, guides, templates, and more! ⁠⁠⁠⁠⁠Join for free today⁠⁠⁠⁠⁠.If you enjoyed this episode, please leave a review so others can find us!