A SEAT at THE TABLE: Helping business leaders grow their influence

Most companies are using some form of digital marketing. However a growing number are struggling to achieve the results they hoped for.

What used to be a handful of digital options has now mushroomed into a vast array of choices and complex media plays.

Those early days of banner adverts, sponsored content and posts on a few social media platforms have morphed into a situation where companies are struggling to keep up with a massively time consuming frenzy of online activities - often without having a clear idea of what’s working or how they should be benchmarking success.

To gain some clarity on digital marketing, I reached out to Madeline Farquharson, marketing lead at Inqling, a digital media consultancy that helps small companies tell their story and connect with their audience.

Her team are masters at designing those moments of engagement that customers have with companies online.

In this episode, Madeline is going to share some huge insights:

- Why Marketers Need a ‘Provisional Persona’ for Their Products.

- The Power of Community in Driving Leads.

- How We can Benchmark the Success of Our Digital Marketing.

- Why It Pays to Use Paid Promotion.

- The Critical Difference Between ‘Rented’ and ‘Owned’ Audiences.


USEFUL LINKS:

Learn more about SPINEXPO:  https://www.spinexpo.com

Learn more about Inqling:  https://inqling.studio

Connect with Madeline Farquharson:  https://www.linkedin.com/in/madeline-farquharson/

A Seat at The Table website:  https://seat.fm

Contact us at  A Seat at The Table:  https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

It seems that everyone is talking about data.

At first it was big data.  Then it was data privacy … data mining … data management … cloud data.  And more recently, how big tech is handling our data.

Whether you’re a massive corporation or a solopreneur, today everyone has the ability to collect customer data - and is seeing lots of advantages in doing so.

The challenge is what do we do with the growing mass of data that we are able to collect? How do we turn it into something that is actionable - useful - in improving or growing our business?

To get some top level advice as to how we can leverage our data to grow our business, I sat down with the very talented Joanne Persico, President and Co-founder of OneCount, an SaaS platform that helps companies integrate multiple, diverse data streams - and then analyse it for practical, actionable customer insights that can generate more leads and 10X customer experience.

In this episode, Joanne will talk about:

- 6 Pillars for Rethinking How You Manage Data

- How B2B Companies Can Use Customer Data Like Big Tech Does (in other words, Steal a Page from the B2C Playbook)

- How Better Data Management Can Support Your Company in Building Greater Trust with Your Customers


USEFUL LINKS:

Learn more about SPINEXPO:  www.spinexpo.com

Connect with Joanne Persico, President of OneCount:  http://www.one-count.com/

Learn more about OneCount:  https://www.linkedin.com/in/joannepersico/

A Seat at The Table website:  seat.fm

Contact us at A Seat at The Table:  seat.fm/contact-us

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

Brands are facing massive market changes.  Supply chain disruptions have pulled the rug out from under fast fashion.  Eco-conscious consumers want more sustainable apparel.  And new direct to consumer brands are rapidly gaining market share.

When the dust settles there will be winners and losers, but one thing is certain - new brands are bringing new demands to suppliers.

Gone are the days when most brands wanted the same thing - and typically that was lower prices.

We know that the new brands have a different sourcing model.  But exactly is it?

To get a better understanding of what direct to consumer brands want - or need - from their suppliers I reached out to Kevin Lynk, founder and CEO of Creare, an agency that provides design,  product development and production, and that leverages strong mill partnerships to deliver high quality raw materials.

Kevin has two decades of experience working with both traditional and new digital native brands.

In this episode he’ll talk about:

-  Who’s  likely to prosper in the ‘New Normal’.

- The growing shift away from cheaper and towards better.

-  The overlooked emergence of a new ‘middle market’.

-   Today’s biggest “asks” from buyers.

-  What keeps him up at night.


USEFUL LINKS

Learn more about SPINEXPO:  https://www.spinexpo.com

Learn more about Creare:  https://crearegroup.com

A Seat at The Table website:  https://seat.fm

Contact us at A Seat at The Table:  https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

Everyone is talking about the importance of digital transformation, yet many companies are stuck as to how exactly to best implement it for their business.

Regardless of what business you’re in, shifting away from legacy systems is never easy and not knowing best practices or even how to evaluate which system is best for you can make the process even more daunting.

To get insights into what companies need to consider when making the leap into digitising their operations, I sat down with Sunny Han, founder and CEO of Fulcrum, a cloud-based platform that helps manufacturers quickly sift and sort through hundreds of data points at lighting speed in order to make better decisions - and make them faster.

In the episode Sunny will share:

- The importance of re-evaluating your company’s data architecture before ditigitizing your operations.

- The overlooked benefits of being able to make faster decisions.

- The role that API’s are playing in boosting the capabilities of software systems.

- Why by digitising you’re not simply implementing software, but are trying to evolve your operations.

USEFUL LINKS:

Learn more about SPINEXPO:  www.spinexpo.com

Learn more about Fulcrum:  https://fulcrumpro.com/

Connect with Sunny Han:  https://www.linkedin.com/in/yusunnyhan/

A Seat at The Table podcast website:  https://seat.fm

Contact us at A Seat at The Table:  https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

Starting a business is easy.  Scaling it is where things get a bit more challenging. 

70% of start ups fail within two to five years of launching.  Not encouraging numbers. 

In today’s competitive market, even establish businesses are facing new and unanticipated market challenges.

Still, we are firmly in the Age of the Entrepreneur, with solopreneurs launching new micro businesses, creators developing new products and services, and mega corporations being told to “be more entrepreneurial” in their thinking.

In this new and often chaotic environment, what are current best practices?  What do those who succeed have in common?  What should we at least be considering as we navigate a market where it seems that none of the old rules still apply?

To get a better idea of what successful startups do right, I reached out to a man who’s mentored 100’s of startups and whose career has been deep in the fast growing MarTech (marketing technology) sector.

 Dan McGaw, is CEO of McGaw.io, an analytics and marketing technology consultancy and SaaS platform, UTM.io. 

Dan previously was Head of Marketing at Kissmetrics and  worked as a CMO consultant for a number of high-growth companies, implementing tools, offering support, and analyzing data. 

He was also selected to be a United States Ambassador of Entrepreneurship by the United States Department of State.

In this episode of A Seat at The Table, Dan talks about: 

• Why ‘traction’ can be more important initially than sales or profits.
• The critical, but often overlooked, role that corporate culture plays in building a successful business.
• Why data is important - but so is human instinct - in making the right decisions.
• What the ideal MarTech stack looks like today.

USEFUL LINKS

Learn more about SPINEXPO:  https://www.spinexpo.com

Connect with Dan McGaw: https://www.linkedin.com/in/danielmcgaw/

Dan's websites:  mcgaw.io  and utm.io

Get Dan's FREE ebook:  text +1-415-915-9011

A Seat at The Table website:  https://seat.fm

Contact us at A Seat at The Table:  https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

There are probably almost as many trading systems and investment philosophies as there are active traders.  

Each strategy promising to help people beat the market.  

But what if success was less a matter of a system or a strategy and more a matter of a certain mindset?

Roger Khoury has over two decades of experience the field of market forecasting.

In 2010, he developed an innovative probability-based form of price forecasting, called Market Vulnerability Analysis™, to overcome an inherent flaw he discovered in all trading systems and strategies, which he felt was the root cause of large drawdowns and inconsistent results.

His approach focuses on limiting downside market risks, without limiting upside profit potential, while maintaining a consistent win rate.

Roger is passionate about helping traders and investors understand how they can achieve sustainable and consistent earnings.

In 2019, Roger launched the Market Forecasting Academy to accomplish his vision for educating and mentoring active market participants on acquiring the skill of accurate and objective financial market forecasting.

In this episode he shares insights into:

• Why  focusing on opportunities to make money is the reason people have bad or inconsistent market experiences and what to do instead. 
• Why it's critical to focus on the process, not the results.
• The "inherent flaw" in all market strategies that leads to large losses and inconsistency.

USEFUL LINKS:

Learn more about SPINEXPO:  www.spinexpo.com

Connect with Roger Khoury:   https://www.linkedin.com/in/rogerkhouryusa/

Market Forecasting Academy website:  https://marketforecastingacademy.com

A Seat at The Table website:  https://seat.fm

Contact us at A Seat at The Table podcast:  https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

Building a reliable supply chain is never easy.  Especially when you’re dealing with a vast number of suppliers and when you are facing cultural differences in your vendor markets. 

It gets even more complicated when the product you’re sourcing is fresh food.

So what are the best practices learned over the years from industry leaders who’ve meet the many challenges, spent sleepless nights and ultimately managed to succeed?

One man who has been in the supply chain trenches - and succeeded - is Xavier Naville.

Xavier built a business in China supplying fresh lettuce to leading international fast food chains.  Despite the incredible challenges sourcing food in a market with a highly fragmented agricultural system, he managed to survive - and ultimately thrive. 

His experience not only taught him sourcing best practices, but also incredibly powerful lessons in leadership that served him well managing his team in China - and that are increasingly relevant to markets outside of China.

Xavier’s new book "The Lettuce Diaries: How a Frenchman Found Gold Growing Vegetables in China" documents his experience and is a must-read for anyone who wants greater insights into successfully doing business in China.

Before we get started, if you’re looking to develop knitwear collections that will be a hit in any market, then SPINEXPO is the place to go.  It’s the primary exhibition for yarns and knitwear.

The fair is a rich resource featuring well-edited, high quality collections, as well as cutting edge technical innovation. 

Not to mention outstanding  trend information that can not be found anywhere else.  You can learn more at www.spinexpo.com.  There’s also a link in the show notes.

Now let’s sit down with Xavier and hear about how he navigated one of the world’s most challenging supply chains.

USEFUL LINKS

Learn more about SPINEXPO:   https://www.spinexpo.com

Connect with Xavier Naville:  
- Advisory   https://www.vision-consultants.org/
- Coaching  https://www.xavier-naville.com/

Learn more about Xavier's book "The Lettuce Diaries: How a Frenchman Found Gold Growing Vegetables in China".   https://www.vision-consultants.org/the-lettuce-diaries

A Seat at The Table website:   https://seat.fm

Contact "A Seat at The Table" https://seat.fm/contact-us/

Learn more about The Current Situation in Sourcing  https://bit.ly/current_situtation

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

If you’re trying to make sense out of a world where everyone seems to be launching the next unicorn. 

And where valuations seem to have little correlation to corporate values or even the value of revenue or profit generated …

If you’re running a business without VC investment and feel like every day you’re pushing water up hill … or feel that your less glamorous, but profitable business is nothing compared with those start ups that keep getting new rounds of funding …

Then this is the podcast for you.

If you’re looking for a candid view of the real opportunities for start ups and brand acquisitions then Brian Esposito is your man.

Brian has a 20 year track record of successfully advising, investing and nurturing brands across an industrial spectrum that runs from fashion and beauty to technology and entertainment, as well as charities and transportation. 

He’s a natural born connector who has the unique ability to see often overlooked opportunities in seemingly disparate assets. 

Today, Brian shares his key principles for running a successful brand or business.

- What successful starts up have in common
- Why he doesn’t believe in unicorns
- The importance of having a good advisory team
- The overlooked opportunities in small companies



USEFUL LINKS

Learn more about SPINEXPO:  https://www.spinexpo.com

Connect with Brian J. Esposito
- On LinkedIn:  https://www.linkedin.com/in/brianjesposito/
- Website:  https://eie.rocks
- Twitter: https://twitter.com/brianjesposito

A Seat at The Table website:   https://seat.fm

Contact A Seat at The Table podcast:  https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

If you’re confused about commodities… perplexed about where prices might be headed …  and increasingly concerned about those rumours about potential shortages of certain raw materials - well you’re not alone.

At a time when we seem to be surrounded by uncertainty, it’s difficult for even the most confident to leaders not to second guess themselves.

While many analysts expect to see price increases as part of the fallout from the pandemic, others believe that higher costs are likely to linger - becoming another part of the new normal.

I’m Jane Singer and thank you for joining me on a Seat at The Table.

Each week I sit with industry leaders, entrepreneurs, innovators and authors who share their insights, experience, outlook  for succeeding in business as well as a vision for the future.

When you want insights into the future of cotton prices the man to talk to is cotton industry consultant Terry Townsend, who has spent over 30 years analysing the cotton industry.

Before establishing Cotton Analytics, Dr. Townsend was executive director of the International Cotton Advisory Committee (ICAC). Prior to that he worked at USDA  analyzing the U.S. cotton industry.

Dr. Townsend has a love for commodity issues, especially those related to cotton, and a deep appreciation of the importance of fundamental analysis in understanding structural change in commodity markets.

Before we get started, if you’re looking to develop knitwear collections that will be a hit in any market, then SPINEXPO is the place to go.  It’s the primary exhibition for yarns and knitwear.

The fair is a rich resource featuring well-edited, high quality collections, as well as cutting edge technical innovation. 

Not to mention outstanding  trend information that can not be found anywhere else.  You can learn more at www.spinexpo.com.  There’s also a link in the show notes.

Also checkout our website.  You can find all of the previous episodes of a Seat at The Table, the show notes, news about up upcoming events and lots of other useful information.  You can find it at www.seat.fm.

Now let’s get some insights into where cotton prices might be heading.

USEFUL LINKS:

Learn more about SPINEXPO:  www.spinexpo.com

Connect with Dr. Terry Townsend:  [email protected]

A Seat at The Table website:   seat.fm   or contact us at:  https://seat.fm/contact-us/

The Current Situation in Sourcing:  https://bit.ly/current_situtation

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm

 Most brands are looking for new markets where there’s strong consumer demand - and buying power.

Yet most over look Japan.  Too complicated … takes too long to get into the market … then there’s the language barrier and cultural differences.   Many would rather avoid it than risk possible failure.

But what if the Japanese market wasn’t as challenging as it looks?  What if brands could actually do quite well there, if they just understood what to do and how to do it?

The Japanese market might be different from other markets, but there are huge opportunities for brands that offer high quality products, according to Catherine O’Connell, a New Zealander who opened her own law firm in Japan.

Catherine has helped many international brands successfully enter and navigate the Japan market. 

In today’s episode, she’ll helps us demystify and decode many of the commonly held (and often incorrect) assumptions about what it takes to break into the market.

According to Catherine, Japan isn’t about a quick win.  It’s about long term investment for long term returns.  If you’re willing to make the commitment and use a local playbook, there’s lots of opportunity - especially for niche brands.

Before we get started, if you’re looking to develop knitwear collections that will be a hit in any market, then SPINEXPO is the place to go.  It’s the primary exhibition for yarns and knitwear.

The fair is a rich resource featuring well-edited, high quality collections, as well as cutting edge technical innovation. 

Not to mention outstanding  trend information that can not be found anywhere else. 

Now let’s find out how we can build our brand in Japan.

USEFUL LINKS:

Learn more about SPINEXPO:  https://www.spinexpo.com

Connect with Catherine O'Connell:   | www.catherineoconnelllaw.com   or https://www.linkedin.com/in/oconnellcatherine/

A Seat at The Table website:   seat.fm   

Contact A Seat at The Table:   https://seat.fm/contact-us/

SEND US A MESSAGE

THE CONSISTENT MARKETING SYSTEM

Stop starting over again each month. We'll work together one-on-one to build a tailor-made system you can repeat each quarter.  Marketing gets done - on easy mode.  Get the details about the Consistent Marketing System.

More resources for B2B marketers at our website at seat.fm

Visit A Seat at The Table's website at https://seat.fm