Champagne Strategy

How do you do marketing for a tech company? Well we asked someone who's been there since the first tech bubble pop in 2001. We learn how marketing in the tech world has changed over the past 20 years. What's stayed the same and what's changed. What's the latest and greatest and everything else in between. Robin Daniels is the current CMO of Matterport and ex-CMO of WeWork, and he's held senior positions at Box, Vera, Salesforce and more prior. He's experienced the whole gambit of the SaaS world and stems from a solid product marketing background. So we had to find out how he approaches marketing in the modern tech world world. What to do, what not to do and everything in between. 

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There's brand marketers on one side and Edgar Baum on the other. He has mathematically proven the complex relationship between brand and revenue. Edgar is even called as an expert witness in court cases, and has developed an ISO valuation standard, such is the depth and integrity of his knowledge regarding the evaluation of intangible assets.

Why is Tesla so valuable? Why are CPG/FMCG brands under attack? Is a brand more than a logo or your brand design guideline document? How does a brand work and why do people buy?

If you've a fan of the work that Ehrenberg-Bass is doing in the field of branding, this is the perfect complement to this level of discussion.

Warning: not suitable for the brand-fluff marketing types or CFO's suck in the legacy world of tangible assets and traditional accounting practice. 

This is a fresh take on the concept of brands from the triple perspective of a marketer, a financier and a mathematician. 

Listening to this episode could be confronting for those who do not possess an open mind. 

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There's nothing worse than acting on poor advice. Sometimes it can be better to do nothing at all in retrospect. As a business owner, how to you ensure that you're receiving the best quality advice at the time? What are the different options out there and what are their pros and cons?

Louise is the founder of The Advisory Board Center, the world's only global body for formalized advisory boards. In this interview she explains why it can be so effective to leverage world-class, independent advisers who work collaboratively to solve complex business problems.

Every business right now is looking at ways to maximize the economics within their organisations.We discuss the difference between an advisors and consultants, her success using an advisory board to grow her own company, why the US was obsessed with Australian lemon myrtle during WW2 and even penguins.

If you are a business owner, board member, executive or entrepreneur, this is essential listening.

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After self-confessing to male interviewee selection bias,  I reached out to my network and found Kathryn. She had the perfect vibe. I immediately  knew her knowledge was solid and best of all, she wasn’t afraid to tell it like it is.

She also happens to work with one of Australia’s largest tech companies, Atlassian, the company that owns Trello, and created popular SaaS tools, JIRA and Confluence. This was a perfect opportunity to see how she views customer experience strategy and I wasn't disappointed. 

In this interview she doesn’t hold back, mixing top level strategic thinking with tactical approaches which you could implement immediately in your organization. She's extremely generous in sharing some of her battle proven tactical playbook without getting too deep into the weeds of jargon. Anyone working towards truly improving the customer experience in their organization needs to listen to what she has to say. 

I could blabber on for every about how good this discussion was for me, but you should just click the play button and find out for yourself. 

Post COVID the online economy is booming but which retailers are being left behind? What new technology is out there to help retailers replicate the in-store experience online? What does retail look like in the future as traditional, globalised production networks are put pressure by economic lock-downs. Shadi Taleb gives us a detailed glimpse into this future. He tells us about the most lucrative new marketing channel that exists but which few marketers are familiar with - mass personalization. His team has created tech which makes this process cost effective, even for the smallest brands in the market. We go through his entrepreneurial journey, how he found a gap in the market and how he views himself as a facilitator in a market that's being put under immense competitive strain.  From his work with major brands such as BigW, Nestle, and Mondelez (owner of Cadbury) through to pioneering world-first, personalized AR experiences. If you’re interested in product marketing, personalization, retail, eCommerce and tech, this is an episode you shouldn't miss. This is his second podcast interview ever, so quite a rare coup for this marketing channel series. 

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We’ve all heard, how you say something is sometimes more important than what you say, but few realize this maxim can be true in business also. Sometimes it's not your product or what you’re selling that’s important, but how you sell it to the market that makes all the difference. Positioning is one of the most misunderstood and jargon-ridden areas of marketing strategy. We've all seen a positioning strategy dominated by a litany of perceptual maps, competitive matrices and a boatload of ethereal brand jargon. This is why we needed to speak to Anton to help cut through all of the positioning fluff by drawing on his years of practical experience. 

Anton’s worked for global agencies as well as client side. He's been a consultant for both big and small brands. He’s worked in multiple sectors from tech through to FMCG, services and product. He’s personally drafted strategy as well as executed tactical plans, from direct mail to website development and more. 

He confesses upfront that he’s not textbook learnt, but has instead developed his own simple processes which are dangerously effective. 

In this episode, we learn the secrets behind Apple and Virgin’s successful positioning strategy. We learn the critical difference between, purpose, pivoting, pitching and positioning. We also find out which of the different positioning strategies is his favourite. 

Don’t worry, this isn't an esoteric discussion and you don't need to have any deep prior knowledge before listening.

Anton cleverly wraps wisdom into his stories and practical career examples to let the points he’s making sink in.

There's key leanings for all marketers, all innovators, entrepreneurs, and anyone interested in brand or product.

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By tapping into Tim’s first hand knowledge we provide you with many juicy details which you can take away and either start or manage a successful podcast. This is one of our 'expert guide' episodes where we delve into one particular marketing channel in depth and provide you with a comprehensive guide. 

We cover all the basics from picking a theme, to finding your niche, to getting famous guests, preparation, equipment, software, music, distribution and promotion.

We talk about both general approaches and specific tactics in each of these areas, even the names of different tools and hardware to use.

While this episode is first and foremost a guide, we also touch on Tim’s story and he graciously opens up about a topic close to his heart near the end.

If you’ve ever wondered how the world of podcasting works, this is an unmissable episode.

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We've brought Andrew Walker back into the spotlight by convincing him to do his first podcast interview in years.

He's modest and usually keeps a low profile but he's one of the best examples of how powerful the growth mindset can be on someone's life. 

There was a pivotal moment which forced him to change for the better. Learn why he gave up a pretigious, high-paying job in consulting to pursue a different trajectory which ultimately led him towards business success and the recent sale of his company for ten's of millions of dollars. 

If you want a practical guide to the implementation of the growth mindset in your life and in business - this is the episode you need to listen to. 

Lots of juicy nuggets of widsom, tips, tricks, books to read and methods to follow. 

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