Marketing Meetup Podcast

With the likes of Google and Facebook making it easier than ever for marketers to automate campaigns and carry out testing at scale, it can be all too easy to turn on campaigns and let them run, without truly considering the broader context of your advertising activity. In today's fast-moving environment - in which politics, social movements, and algorithm updates can shift things overnight, having a well-thought-out strategy, supported by smart tactics, is essential. In this session, Croud US Managing Director Kris Tait will explore the difference between marketing strategies and tactics - and the measurement models and frameworks you can use to set yourself up for success. He'll also take a look at what Google and Facebook have to say on recent developments, and share his own advice for avoiding falling into a performance marketing rut.

As marketers, it’s not good enough to do something and expect the budget to keep on flowing when you haven’t proven the value of it. We often do a bad job in marketing ourselves and communicating our role in a company. In this webinar, we have one of the world’s most unique thinkers on marketing in our company for an hour. By the end, I hope you would have learned something new, had your perspective shifted, and have a bunch of things you can implement at the end. Daniel approached his talk by structuring as so: Why we need to prove the value of marketing, heading back to the 'Mad Men' roots Daniel's test, learn, challenge, earn approach Why marketers and advertisers are less trusted than policitians Daniel's model for truly understanding what matters to organisations Why we are not the CFO's enemy A model for marketing: strategy, team, insight, testing, measurement Why it's vital to simply understand what a business wants Daniel's insight into growing an agency

As marketers, it’s our jobs to cut through, solve a problem for a customer, and have our message heard. Getting the right message to the right audience is therefore crucial. In this session, we’ll investigate that. Simple as. First we hear from Andy, who gives us a tactical view on how to build your content out.  Then, we hear from Martyn on a huge opportunity that so many of us are missing right now.

Creativity is one of the greatest skills any marketer can have. Max, Co-Founder of Bind, and ex-Googler, shares how they taught him, and his colleagues to be creative in practical steps. Max approached his talk by structuring it the following way: How the brain works best when finding creativity The high level science of the brain and creativity Max’s three R’s for creativity – related worlds, random links, revolution How to practically create an environment where creativity flows How to get buy in from more traditional teams for creative ideas And much more!

The more love you can generate with your most cherished consumers, the more power, growth, and profit you command. It’s as simple as that. But, how do you achieve it? Well, to complement his excellent book, Beloved Brands, Graham Robertson gave us the whistle-stop tour of how to create brands that people don’t just engage with, they love them. This talk isn’t just theory – it’s super practical too. Some of the headlines included: Why brand love matters The difference between a product and a brand The love cycle, and how brands build emotional attachments over time, with associated actions Why you should love your customers back Setting your brand out as the solution to the enemy Figuring out your customers through insights and the tools to do so The consumer benefits ladder – insights, product, functional, emotional The functional & emotional benefit cheat sheet The balance between creativity and strategy Why ‘love it’ is the best bar you can set Why brand love means more profit  Graham’s profile: We’re really excited to have the author of Beloved Brands, and founder of the namesake company speaking with us. Graham Robertson. Professionally, Graham has led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. He’s won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award and 4 Effie advertising awards. His book, Beloved Brands, is the playbook for how to build a brand that consumers will love. Might I say with it sat on my desk with tea stains very happily on it, that it’s one of the most practical marketing/business books I have ever read. On a personal level, we first came into contact with Graham at the beginning of lockdown when we announced our webinar schedule. We asked the community who else they’d like to see and Graham’s name was mentioned a couple of times. Some days later we were on a call and we immediately saw why people were so keen to have him involved. Not only is Graham’s philosophy very much in line with everything we’re trying to do with The Marketing Meetup (he speaks about love for goodness sake!), but having had the chance to work through his book, Beloved Brands, he also outlines very practical steps on how you can go about creating a brand that matters, truly. Graham himself posted possibly the best explanation why this session is relevant. We would try and add to it, but he said it best, so here it is: The reason behind creating beloved brands is simple; you make more money. If consumers love your brand, they think less and feel more. They cheer on your every move; defend you at parties, buy the mugs….pay higher prices. Retailers cave to your every demand. Suppliers cut their costs to be part of your roster. Competitors can’t replicate the emotional bond. You can enter new markets, and your consumers will follow. Higher usage frequency as your brand becomes linked to their favorite part of their day or week or year. You don’t need to promote on price. People want to work for your company, and they know everything about your brand on day 1. You get free media, easier search, free influencers talk. The more love you can generate with your most cherished consumers, the more power, growth, and profit you command.

Russell Parsons sits on top of one of the marketing industry's most important publications. As an influencer, a change maker, a critic, and a promoter, his views are so interesting to hear from the horses mouth. We also snuck in a few tactical questions on what really works on the PR front if you're looking to be featured in Marketing Week. Some of the headlines included: - Knowing your audience and what they are interested in - Write about content that matters. What will make a difference in the audience’s professional lives? - Measuring success on impact and influence vs vanity metrics - Sometimes it is essential to say the things that others don’t want to - be bold - Understand the context that you’re writing in - Learn your craft and get as much experience as possible.

These past 10 weeks or so have hit us all like a cannonball, and while there have been many who suffer as a result, in the business context, the jobs market has been one of those to be hit hardest. Government figures yesterday estimated a quarter of the workforce is now on furlough, but there is also a vast amount who are now unemployed, or were looking before and now left reeling. In this session, Dominic and Rob cover: The current context of the jobs environment The employee market as it stands today The likely impact of the recession on jobs in the immediate future What you should be looking for in a role Do recruiters automate CV reviewing? The employer market - what has happened with COVID Whether you can trust the job boards How to stand out when going through the paper sift And much more!

For everyone persuasion forms a huge part of what we all do. We tend to think that this is territory just for salespeople. There is a great deal we can all learn about how to move others to our point of view. In this session, we will focus on the techniques we can apply to get people there. There is a whole range of myths about how persuasion works and many are just that, myths that don't work.

Linkedin is an unbelievable platform for marketers, but so many of us aren’t taking advantage of what is truly a golden age of the platform. It’s been said before, but this won’t last forever, so we got John Espirian to share his hints and tips in a concentrated hour of amazingness. In this session, John covers: How to generate content for Linkedin The metrics you need to be looking at to measure success How to adopt a follow first strategy, as opposed to a connect first strategy What the deal is with 'trending' on Linkedin How long you should expect to be posting on Linkedin before seeing results Why you shouldn't be looking to automate on Linkedin The golden ratio between posting and commenting on the platform How to use Hashtags Asking for recommendations Linkedin's Social Selling Index The best strategies when it comes to growing your company page How to get in difficult to reach people The need for quality! And much more!

Today we have the absolute pleasure of welcoming Emma Honeybone to speak with us. Emma is the Head of Relationship Marketing at Engine Group - a global agency which, if Linkedin is to be believed, is comprised of 1,400 incredible people working with the likes of Coca Cola, Under Armour, Sky, Domino’s, the RAF, Unilever, and many more. Emma herself has been on an incredible journey through marketing over the past number of years. Starting at BT, she’s held a vast array of marketing roles in a whole range of companies. Today she’s responsible for ‘all the fun stuff at Engine’ - specifically, engagement with clients throughout the whole Engine group, which would no doubt have been interesting in the past 9 weeks. The reason this session is relevant today is we’ve seen a monumental shift in the world in the past couple of months. The gut feeling would be that this changes everything. Both Emma and us share an opinion that in fact, much has stayed the same when it comes to putting on a great event. This session will discuss and look at both, before answering your questions. Want to thank the sponsors, all of whom have been unbelievable. They’ve really kept this show on the road, and while I’ve been so blessed to have received so many messages from the community, these folks all deserve a huge amount of credit. I won’t go into depth here because of the email I will send after, but I want to thank Pitch, ContentCal, Fiverr, Redgate, Cambridge Marketing College, Leadoo, Brand, Further, Third Light, Bravo and Human. One ask: thank the people who help us.