That's What I Call Marketing Podcast

Thanks to everyone who has tuned in and to all the amazing guests that have shared their time and expertise. #passionproject #elevatingmarketing

Rethinking B2B Marketing: Are MQLs Really Effective? This was a big part of my discussion with Andrew Haussegger of Green Hat. What's the answer? Find out here: https://lnkd.in/g2BJBiBJ

🎙️ "The balance of power has shifted in B2B." In my latest podcast episode with Andrew Haussegger CEO of Green Hat, we explore the fascinating shift in the world of B2B marketing—the balance of power has truly shifted from vendors to buyers. No longer are sales teams guiding the buyer through every step. Instead, today’s B2B buyers are completing a staggering 73% of their journey before they even reach out to sellers! 😲 🎛️⬇Tune In Here 📌 YouTube: https://lnkd.in/etyaa_PJ 📌 Spotify (video and audio) - https://lnkd.in/ehicG5wK 📌 Apple Podcasts:https://lnkd.in/ezxhu-Zy 🛑 This stat stopped me in my tracks. It means buyers are making informed decisions much earlier, and much of that process happens without any seller interaction. If your marketing isn’t in front of them during that “dark funnel” period, you might be completely out of the running by the time you even know they’re looking for a solution. Andrew and I discussed the implications of this shift, particularly for both marketing and sales teams. B2B marketing can no longer just be about generating leads for sales to follow up on. It’s about building trust and ensuring your brand is visible and credible long before your sales team gets involved. 🤝What’s even more interesting is how this change demands a closer partnership between marketing and sales. The role of marketing has grown significantly—it’s not just about making noise, but about creating real value for potential buyers early in their decision-making process. Your brand needs to be top of mind well before a formal conversation happens, especially since 82% of buyers stick with the first vendor they contact. ❓ So, marketers, here’s the question: How are you adapting to this change? Are you focusing on awareness and trust-building in the early stages of your buyer’s journey? Sales teams, how are you partnering with marketing to ensure your outreach is timely and relevant? 🚀 This is a major paradigm shift. If you’re curious about how to navigate this new reality, tune in to the full episode. Andrew shares actionable insights on how to stay ahead in this evolving landscape. 👇 Let me know your thoughts in the comments—how are you ensuring your brand is present before your buyers even reach out? #B2BMarketing #BuyerJourney #SalesAndMarketing #Podcast #CustomerJourney

 🤯"82% of buyers stick with the first vendor they contact." This is a jaw-dropping statistic from my latest interview with Andrew Haussegger of Green Hat, and it’s one that every marketer and sales professional should take seriously. 🎛️⬇Tune In Here 📌 YouTube: https://lnkd.in/etyaa_PJ 📌 Spotify (video and audio) - https://lnkd.in/ehicG5wK 📌 Apple Podcasts:https://lnkd.in/ezxhu-Zy Think about that for a moment—82% of B2B buyers end up purchasing from the first vendor they contact. If your brand isn’t part of that initial conversation, it’s game over ❌ 🕶What’s more, buyers are spending 73% of their buying journey in the dark. That means they are doing all their research, evaluating options, and making decisions before they even reach out to you. If your marketing isn’t front and centre during this critical research phase, you’re missing out on a huge opportunity. 🔭Andrew explained that the key to staying relevant is to be proactive, not reactive. It’s no longer about waiting for buyers to come to you. Instead, it’s about making sure your brand is visible and valuable before the formal buying process even starts. We talked about the importance of content marketing and how creating helpful, insightful resources is the best way to stay top of mind with potential buyers. Content comparability is one of the most powerful tools in the B2B marketer’s toolkit—helping buyers compare your offering to others in a meaningful way, not just on price or product features but on how well you can solve their specific business problems. 👩🏻💻💯🚀🎯This insight is especially crucial for sales teams. Sales professionals, the work doesn’t start when the buyer contacts you—it starts long before that. Partnering with your marketing team to build a strong presence early in the buying journey is essential to closing deals. How are you ensuring your brand is part of the conversation before buyers start reaching out? What strategies are you using to engage buyers during their research phase? 🪤Catch the full episode for more actionable insights on how to position your brand for success in today’s B2B environment. And marketers...share this with your sales leadership, they need to hear it! #B2BMarketing #SalesStrategy #LeadGeneration #BrandAwareness

B2B Marketers - set your alarms, you are not going to want to miss this one with Andrew Haussegger of Green Hat. Coming tomorrow

🎙️ "If you can prove your craft as a marketer, you can work for any brand, in any industry." – Pete Markey, CMO of Boots UK 🎙️https://lnkd.in/ehgV7SQt ▶https://lnkd.in/em2dSfsW In the latest episode, Pete shared how his diverse career—from insurance to retail—taught him the power of adaptability. We discussed how marketing skills can transcend industries if you focus on driving commercial results and staying curious. 📈 If you’re looking to break out of your sector or refine your approach, this one’s for you. #MarketingCareers #Adaptability #CMOInsights #GrowthMindset

🗃️ This Week From The Archives: Jenni Romaniuk exclusively launched her book Better Brand Health on That's What I Call Marketing* Tune in: https://lnkd.in/ecedWijM *this was likely a scheduling error! 😂 Ehrenberg-Bass Institute #JenniRomaniuk #BetterBrand #MarketingMetrics

📊 💬 “The hardest part of the work is getting the whole business aligned.” – Pete Markey CMO Boots UK Pete’s approach is to not make it a secret, get people involved, kick the tyres. Learn from one of the best in the business (literally, he has been awarded so many times for being just that!) Tune in now! 🔗 ⤵ 🎙️https://lnkd.in/ehgV7SQt ▶https://lnkd.in/em2dSfsW #MarketingPodcast #MarketingLeadership #Marketing

💼 “In today’s marketing world, it’s not enough to have a great brand strategy. You need to prove you’re driving performance and commercial value.” – Pete Markey, CMO of Boots UK 🎙️https://lnkd.in/ehgV7SQt ▶https://lnkd.in/em2dSfsW In this episode, Peter Markey dives deep into the balance between creativity and commerciality in marketing leadership. He talks about the shift he’s seen over the years—from marketing being viewed as a “fluffy” cost centre to a critical investment that drives bottom-line growth. “Marketing is an investment, not a cost,” Peter emphasises, and he walks us through how he’s changed perceptions within Boots to reflect this. 🤝 Peter's leadership style is built on empathy, and he’s a big advocate of listening to his team and empowering them to lead. He talks about how he creates an environment where everyone’s input is valued, not just the most senior voices. This is especially important when facing major decisions like campaign direction or brand positioning. His team’s input shapes the final outcome, which creates a stronger sense of ownership and commitment across the board. 🏢Peter also opens up about the challenges of managing the C-suite, particularly the relationship between marketing and finance. He shares how building a strong relationship with the CFO early on was critical in aligning on metrics that matter. By showing how marketing impacts revenue and customer engagement, he ensures that marketing is seen as a key driver of the business’s success. 📌 His advice on getting buy-in from the C-suite: focus on data that matters to the entire business. He shares how aligning marketing metrics with what the CFO cares about—like ROI and commercial value—was a game-changer. 🎯 If you're struggling to prove marketing’s value to your CEO or CFO, Pete’s advice is gold. Start by building relationships with other departments and ensure that your metrics align with broader business goals. This episode is a must-listen for marketing leaders. #MarketingLeadership #EmpathyInLeadership #CMOPlaybook #CommercialValue

Who could have made the BURGER KING UK ad & faced no backlash? Would it have been possible? 🍔The Burger King BBH London post-birth meal ad stirred a fair amount of debate, which revolved around its portrayal of a mother eating a Whopper after giving birth. The ad was based on real-life experiences of new mums indulging in a whopper after childbirth. Some saw the ad as empowering, giving new mothers permission to indulge and enjoy food without societal judgement. The ad drew criticism for trivialising the experience of childbirth or being exploitative. Some felt the image was an oversimplification of a deeply personal moment. There was backlash around the promotion of unhealthy food, especially in the context of new mothers recovering from childbirth. Jon Evans, Andrew Tindall, Richard Colwell, Seán Higgins have anyone of you tested it yet? ❓️😕So could other brands have run this campaign (yes I know GrubHub have done something similar). Well I took a look to see what the ad could have looked like for The National Dairy Council, Cheetos, Ben & Jerrys and Liquid Death. 🥛The National Dairy Council: Dairy products are often seen as a wholesome and nutritious food category, might have been received more positively than fast food. Milk or yoghurt, for instance, could be positioned as an ideal, healthy snack post-childbirth, aligning more closely with societal norms about nutrition, especially for new mums. Of course this ad might still have been criticised among those who advocate plant-based diets. 🐆Cheetos: As a fun, quirky snack brand, Cheetos might have leaned played up the idea of letting go and enjoying comfort food. They could also embrace the irreverence that their brand is known for, likely appealing to a younger audience or those who appreciate cheeky advertising. Like Burger King, Cheetos could be criticised for promoting unhealthy food, especially to new mums. 💧Liquid Death: Liquid Death’s edgy, rebellious brand identity might have given it more flexibility to embrace this ad and its position as a brand that subverts norms might attract those who enjoy the breaking of taboos and societal expectations? Also it is water, so it seems reasonable that the new mum might well be thirsty. 🍦Ben & Jerry's: Ben & Jerry’s could have framed the ad in a way that celebrates self-care for mothers, their well known values may have allowed them to balance the indulgent nature of ice cream with messaging around empowerment and choice. But of course it is an indulgent food so would have also been seen as unhealthy. Of course for all the brands the consistent challenge they will face is the accusation of using childbirth to sell a product. What are your thoughts? Do you think this experience is something a brand should lean into? Are you upset by the Burger King creative or bemused by the controversy? What do you think? National Dairy Council Ben & Jerry's Liquid Death Flavia Simoes Greg Fass Daniel Murphy Jay Curley Karen Martin