Louise Cooke, Director at Louise Cook Consultancy and a local marketing expert, shares her insights on the necessity of crafting a local marketing strategy. She discusses how to authentically engage communities and highlights successful case studies like Papa's John's. Louise emphasizes balancing local relevance with broader national campaigns and the value of genuine connections post-COVID. She also addresses the challenges of maintaining brand consistency across franchises while allowing for local autonomy.

B2B Jade is a TikTok influencer and Founder of the B2B Breakthrough Academy Marketing Strategy Course. Today Jade talked us through: What the nuance of B2B marketing is vs. B2C How to build a strategy specifically for B2B  Trends we should be aware of (or indeed, ignore!) in 2025 As well as some of the strategies you can put in place to boost your B2B marketing efforts. --- Take the time to check out our partners, all of whom we work with because we think they're useful companies for lovely marketers. Frontify - All your brand assets in one place: Frontify combines DAM, brand guidelines, and templates into a collaborative source of brand truth. Cambridge Marketing College - The best place to get your marketing qualifications and apprenticeships. Redgate Software - Now hiring marketers! Exclaimer - the power to create, control, and deploy company email signatures and fire up a new marketing channel with world-leading email signature management. Planable - the content collaboration platform that helps marketing teams create, plan, review, and approve all their awesome marketing content. ScoreApp - where you can quickly and easily create a customised quiz funnel that engages your customers. Lead generation & customer engagement at its best! Storyblok - empowering all teams to create content experiences across any digital channel. Flexible, intuitive, seamless... the only CMS you'll ever need!

Key takeaways Strategic Foundations: Business growth starts with creating demand that exceeds supply, driving scarcity to increase perceived value and profitability. The “Three-Part Year” framework helps businesses focus on: Marketing’s Role in Strategy: Marketing should focus on generating warm leads that the sales team can convert, reinforcing alignment between marketing and sales. The “best brand campaign is ownership” — creating experiences where customers interact with your product is the ultimate branding tool. Overcoming Tensions Between Departments: Collaboration is key: Marketing, sales, and business strategy must work cohesively to scale effectively. Avoid “looking good but going nowhere” by focusing on growth and scaling rather than aesthetics or superficial metrics. Demand Generation vs. Lead Generation: Demand generation is about creating interest and need through trust, insights, and engagement strategies. Lead generation is the result of demand generation — capturing signals of high intent from potential customers. Navigating Mindsets in Business: Understanding the reptilian, autopilot, and visionary brain modes can help individuals stay creative and productive rather than reactive. Awareness and emotional intelligence are crucial for overcoming workplace tensions and building better interdepartmental relationships. Practical Marketing Tactics: Use introduction events, scorecards, and assessments as effective ways to engage and nurture potential customers during the consideration phase. Experimentation is key: Test new ideas on a small scale to gather actionable data before scaling them. Importance of Long-Form Content: Long-form content like podcasts builds trust and transparency, offering unfiltered insights that resonate deeply with audiences. Shorter content should always lead back to the long-form version to maintain authenticity and context. Communicating Ideas Internally with CAPSTONE: Use Daniel Priestley’s CAPSTONE framework to structure pitches: This approach ensures clarity, builds trust, and fosters collaboration, making it easier for stakeholders to buy into ideas. Boredom as a Success Indicator: Scaling success often feels monotonous — repetition and consistency in executing a proven strategy are essential for sustainable growth. Adapting Scarcity Tactics: Even small businesses can introduce scarcity by testing waitlists, exclusive offers, or time-sensitive promotions to create demand.

Joe Glover, a speaker at the Marketing Meetup conference, shares his practical marketing insights. He breaks down the art of crafting a minimum viable marketing strategy that aligns with business goals. Glover emphasizes the importance of understanding customer motivations beyond demographics and creating actionable, SMART goals. He introduces a structured marketing funnel as a guide for decision-making and highlights the need for team collaboration. With real-world examples, he illustrates how to effectively position brands and navigate marketing complexities.

Influencer marketing has evolved massively over the years. in this episode, Nicole Ponce, (Influencer Marketing Team Lead at Semrush), and Sarah Adam, (Head of Partnerships & Influencer Marketing at Wix) talk us through how they approach working with influencers. You'll learn: What makes for a great influencer relationship What to measure and why How to find influencers And much more Thanks again to our wonderful partners: Frontify - All your brand assets in one place: Frontify combines DAM, brand guidelines, and templates into a collaborative source of brand truth. Cambridge Marketing College - The best place to get your marketing qualifications and apprenticeships. Redgate Software - Now hiring marketers! Exclaimer - the power to create, control, and deploy company email signatures and fire up a new marketing channel with world-leading email signature management. Planable - the content collaboration platform that helps marketing teams create, plan, review, and approve all their awesome marketing content. ScoreApp - where you can quickly and easily create a customised quiz funnel that engages your customers. Lead generation & customer engagement at its best!

Vertical video is having a moment across the social channels. But, for some it remains an impenetrable fortress of confusion or intimidation. In this session, we've curated a panel of a personal branding expert, a creator, and a videographer to share with you: How each approaches video creation The actual real business impact of creating for socials using vertical video And gaining tips and trips to recording your own videos Plus, of course, taking your questions! Enjoy!

We chatted with 2 of the brilliant leaders from the social media team at innocent drinks. Anni looks after planned content and Ellie heads up European communities and therefore looks after reactive content.

Lucy Hall, entrepreneur and founder of SocialDay, dives into crucial social media updates for marketers. She discusses LinkedIn's recent innovations and the importance of filtering through changes to focus on impactful features. The potential of TikTok's new search ads is highlighted, along with the role of generative AI in shaping marketing authenticity. Additionally, Lucy explores enhancements in YouTube Shorts for better storytelling and the need for authentic content on Instagram, emphasizing community engagement as a vital marketing strategy.

Giles Edwards, Founder of GASP, shares his expertise in branding and marketing strategies. He discusses the critical role of context in making a memorable impression and why brand awareness influences over 70% of B2B purchases. Edwards leverages the Von Estorff effect to explain how distinctive branding is essential in a crowded marketplace. He also highlights the importance of unique customer experiences, illustrating how creativity can elevate brand perception and foster loyalty.

Michael Corcoran is the former head of social media for Ryanair and now Managing Partner at Frankly Michael talks us through the business case for social media which for so many marketers is a real challenge! Justifying budgets and social not being taken seriously are things we hear regularly from the community. And so in this session, Michael discusses how you can tackle that.