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Welcome back to another short episode, with the topic for this one being the sometimes frustrating relationship between agencies and platform reps. 

In this episode we explore why this can get frustrating and, if as a client you seem to be getting conflicting advice, we talk about why this is the case and how to decipher what to take on board. 

Enjoy and please subscribe for more! 

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In this episode we talk through the growth in AI or virtual influencers. 

We talk through what they are, how they are growing and what brands are so far getting involved in the use of AI influencers. 

What are your thoughts? Do you agree, or does the world of AI influencers freak you out a bit?

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Welcome to the final episode of The Scale Up Season! 

In episode 167, Jon is joined by Steve Tannett, Director of Music Platforms at Marshall to discuss what it takes to turn an artist like Nova Twins into a Brit Award Nominee. 

Tune as Steve shares his experience and the transition from being the artist to being behind the record label, discovering artists and discover how the Marshall brand evolved from Amps to Albums.

Marketers and music enthusiasts alike will gain valuable takeaways from this conversation on building brands and nurturing talent.

Key Takeaways:

• Learn how Marshall has expanded beyond its iconic amplifiers to launch a record label.
• Gain insight into the financial realities of supporting emerging artists, particularly the long-term investment required for successful touring and fan base growth.
• Understand how digital platforms have democratised the music industry, allowing artists to distribute music independently, bypassing traditional gatekeepers.
• Explore the success story of Nova Twins, a band that signed with Marshall Records, leading to critically acclaimed success and major award nominations.
• Discover the value of staying true to your creative vision and product, with advice on marketing both music and other creative ventures.

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Welcome to episode 166 of The Marketing Freaks Podcast. This week, Jon is joined by Erica Grubman, head of production at Mojo Supermarket, a Brooklyn based agency renowned for it's bold creative campaigns. 

Erica shares insights from her experience producing ads for major brands like Meta and Peloton, the evolving role of a producer in 2024, with a focus on balancing creativity, budget and performance marketing. 

We explore the complex KPI's for brand awareness campaigns, the "halo effect" of large scale activations and how budgets can be optimised for maximum impact. 

Key Takeaways:

• Learn how to navigate complex KPIs for brand awareness campaigns and understand how to measure their impact beyond just digital metrics.
• Understand the "halo effect" and how large-scale campaigns (like out-of-home or print) can increase brand recognition and lower acquisition costs in performance channels.
• Gain insight into video production optimisation, with tips on managing budgets and exploring creative alternatives to traditional high-cost approaches.
• Discover the evolving role of agencies in the marketing world, including how they help clients balance media spend with production costs for more effective campaigns.
• Explore how AI and technological advancements are reshaping the production landscape, streamlining processes, and allowing teams to focus on storytelling and strategic decisions.

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In episode 165 of the Marketing Freaks Podcast, Jon is joined by Marianna Satanas, President of Hanro USA to discuss scaling a luxury brand and the challenges that come with it. 

Discover strategies for balancing growth with premium customer experience, the importance of high-quality content, and the unique challenges of luxury vs. mass-market brands. Marianna also dives into the differences between scaling and growth, taking calculated risks, and the power of data-driven decisions. 

Whether you're navigating the complexities of luxury retail or looking to refine your marketing approach, this episode is packed with valuable takeaways to help you scale smartly and sustainably.

• Gain insight into how to scale a luxury e-commerce business.
• Understand the difference between scaling and growth.
• Discover the importance of balancing ambition with achievable growth targets.
• Explore strategies for balancing customer retention with new acquisition
• Understand how to leverage technology to adapt and react quickly to market changes.

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Welcome to episode 164 of the Marketing Freaks Podcast and the next episode in the scale up season.

In this episode, Jon is joined by Richard George, Global Head of Business Marketing at the London Stock Exchange (LSEG) to the unique challenges of B2B marketing in the highly regulated financial sector.

He shares insights from his 17-year career, From aligning marketing with business goals and driving revenue, to overcoming tracking challenges and simplifying complex products, Richard provides practical advice for marketers in highly regulated industries.

• Learn how to align marketing objectives with business goals, focusing on revenue, brand, and customer experience as key performance indicators in B2B marketing.
• Discover practical strategies for creating strong cross-team alignment and ensuring leadership clarity, including fostering accountability and consistent communication.
• Gain insight into the challenges of tracking and attribution in B2B marketing, and how customer data platforms (CDPs) and CRM integration can help overcome these obstacles.
• Explore the importance of balancing brand awareness with direct response efforts, especially in industries where the line between brand and performance marketing is often blurred.
• Understand how to simplify complex product offerings and navigate regulatory constraints, with examples of innovative marketing tactics like VR experiences used at LSEG.

To learn more about scaling your B2B business, download our free B2B business outcomes guide here: https://bit.ly/3XWhWie

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Welcome to episode 163 and the next instalment of The Scale Up Season.

In this episode, Jon is joined by Natasha Crowe, Global Head of Marketing at Kraken, which powers Octopus Energy. Jon and Natasha discuss some of the key challenges in B2B marketing and the strategies that are driving growth in a competitive industry.

In the episode, Natasha Crowe provides insight into Kraken's approach to creative strategy, especially within the context of B2B marketing, how Kraken is navigating current economic challenges, optimising its marketing efforts, and staying ahead in an ever changing market.

From balancing brand building with direct performance tactics to leveraging technology for marketing success, Natasha provides actionable insights that any B2B marketer can apply to their own strategies.

Key learnings include:

• Learn how to strike the perfect balance between brand-building and direct performance marketing to drive sustainable growth.
• Understand the power of personalisation to create content that connects with high value prospects.
• Discover the power of Account-Based Marketing and how it fits into a comprehensive B2B strategy.
• Gain insight into prioritising the right marketing channels during economic uncertainty to maximise ROI.
• Learn ways to simplify complex tech solutions for your audience, making it easier to communicate value.
• Find out how to align marketing efforts with customer needs by reacting swiftly to market conditions and consumer behaviors.

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Welcome to episode 162 of the marketing freaks podcast and the next installment in the scale up season. 

In this episode, Jon is joined by Yasmine Khan, a business psychologist who specialises in working with founders and senior leadership teams in high-growth companies. 

Yasmine shares insight into the overlooked human and psychological aspects of scaling a business and how mindset is a key driver of growth alongside tactics and strategies. 

Key learnings from this episode:

• Fear is the biggest barrier in professional and personal growth. Understand how to recognise and confront these fears to move forward.
• Discover how adopting a growth mindset can be the key to unlocking business success and overcoming fear of failure.
• Gain insight into the power of self-awareness and self-regulation for founders and leaders, particularly in recognising stress and burnout during high-pressure growth phases.
• Learn how aligning leadership teams and fostering collaboration can prevent conflict and stress, creating a cohesive environment that drives sustainable growth.
• Discover how micro feedback and real-time coaching play a crucial role in reinforcing employees' significance and driving continuous learning, without relying solely on formal training sessions.
• Gain insight into how confronting common fears can propel both personal and business growth.

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Welcome back to episode 161 of the Marketing Freaks Podcast and the 4th episode in the Scale Up Season.

In this episode, Jon is joined by Arafa Heneghan, Director of Brand at AO to discuss the impact of brand investment and strategy in AO's growth. From creating a unified customer experience across all touchpoints to finding the perfect balance between brand building and performance marketing, Arafa shares insights into the tactics that senior marketers need to stay ahead. 

Discover how AO stays relevant with even the most functional products and learn why simplicity in messaging and internal brand alignment are critical for scaling success. If you're a senior marketer looking for actionable strategies to elevate your brand, this is a must-listen!

Key Takeaways:

• Gain insight into how AO uses a unified brand strategy across every customer touchpoint to build a consistent and memorable experience.
• Understand the distinction between brand building and performance marketing and how both are essential for driving long-term business success.
• Learn how to leverage simple, clear messaging to communicate the value of functional products without overwhelming customers with technical details.
• Discover how to measure success.
• Understand how to put the customers needs first to make even functional products seem more appealing. 
• The value in understanding the "so what"?

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Welcome to episode 160 of the Marketing Freaks Podcast and episode 3 in the Scale Up Season! 

In this episode, Abi is back! Jon and Abi talk about the key "gotcha" moments that often impact the ability to scale, and how to tackle them. 

Key Takeaways:

• Why scaling up isn't just about increasing spend and the importance of having the appropriate structure across the business.
• The elements to consider that are potentially hinder your scaling efforts.
• How to set realistic expectations and align goals across departments.
• The importance of deciding when and where to scale.
• The common pitfalls which can limit scaling 
• The importance of being realistic about goals and maintaining flexibility to adapt strategies as needed