Marketing Trek

As a marketer, you should be striving to find and unlock value despite the challenges tough times like these throw up. Duarte Garrido, digital marketer par excellence might be your best friend this week as he gives you a roadmap to recovery.

With global responsibility for social and digital activation at Standard Chartered bank, Duarte talks about social, listening, brand marketing and more.

In this episode, you will hear how to:

• Harness customer feedback on social media for invaluable market research and improved product offerings.
• Strike the perfect harmony between performance marketing and brand marketing to weather economic storms unscathed.
• Appreciate the contribution of marketing as an integral function to help achieve cohesive business goals.
• Learn the art of ROI tracking to confidently illustrate marketing’s value to decision-makers.
• Establish a foundation for enduring brand success and forging relationships that ensure a prosperous future.

Duarte sees Marketing as an all-encompassing, ever-changing discipline - and has forged his career to mirror the industry. From Chef, to Gardener, to Reporter and now Digital Marketer, his past roles have provided him with a deep understanding of art, science, culture, and society.

He spent years travelling the world to better understand people, and is now focused in showing the importance of social media in building brand and reputation while feeding the bottom line. Over the course of his Digital career, he has moved from Big Media, to FMCG, and Financial Services at companies like Sky Plc, Philip Morris International, Coca-Cola HBC, and Standard Chartered Bank.

In his continued pursuit of knowledge, he has since completed studies in B2B Growth at Northwestern Kellogg and Digital Marketing, CX, and Analytics at Columbia University and INSEAD and is a recognised Chartered Marketer by the Chartered Institute of Marketing (CIM). He currently sits as Global Head of Social and Omnichannel at Standard Chartered Bank, where he oversees a team of digital superstars, content creators, and social media champions.

He is also Corporate Advisor to Sustainability Teach Startup Handprint. In his spare time, he is a father of two - a young girl and a Tibetan Terrier. He still enjoys comic-books, has found purpose in mindfulness and mindful eating, and has taken on skateboarding too late for it to be cool or safe.

Further sources: Unicorny podcast | Tibetan Terrier

Linkedin: Duarte Garrido | Dom Hawes

Websites: Marketing Difference | Selbey Anderson

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

During economic downturns, business faces a unique challenge. Today's guest says the way to resist recession is to make bold decisions now to secure a brighter future in the long run.

While some businesses are cutting or pausing their marketing budgets, ambitious companies can seize the opportunity to adapt and invest, positioning themselves for growth when the market recovers.

In this episode, Perspective Pictures' founder, Rupert Rixon, highlights the importance of bravery and ambition during a recession. He tells the story of his remarkable COVID-19 lockdown, when he continued to invest in marketing, even with a rise in cost per lead from £300 to £2,000. Rixon's forward-thinking attitude encourages marketers to focus on building awareness rather than over-focusing on short-term metrics. It's what he did, setting up the business for success when the lockdown ended.

In this episode, you will be able to:

• Grasp the essential role of creativity and uplifting leadership in navigating the stormy seas of a recession.
• Gain insights into businesses who prospered by staying true to themselves and venturing into the realm of unconventional marketing.
• Recognise the potential rewards of channeling resources into marketing even when the economy takes a hit.
• Explore the irresistible allure of storytelling and individuality when it comes to capturing the attention of your audience.
• Harness the power of transcending boundaries and taking creative leaps with your marketing endeavours.

Meet Rupert Rixon, an impressive entrepreneur who has carved out his own share of the video production market with his unique and innovative approach to digital video production. Rupert's journey began when he started his own company seven years ago, right from his parents' garden shed.

Fast forward to today, and he's working with big names like Red Bull and Lululemon, as well as loads of exciting startups. Rupert's fearless attitude towards pushing creative boundaries has led to some incredible marketing campaigns, like standing on top of a plane while delivering lines for an ad. His dedication to making a lasting impression has certainly paid off, as his company continues to grow and thrive.

• Check out the tank ad that helped scale the business on Facebook.
• Hire a freelancer to create a video ad for your business.
• Invest in exciting elements to include in your video to capture audience attention.
• Use direct and specific language in your sales pitch to potential clients.
• Consider revisiting and updating successful ads to increase their value over time.
• Visit the company website to view their portfolio and learn more about their services.
• Contact the company to inquire about video production services for your business.

LinkedIn: Rupert Rixon | Dom Hawes

Web: Perspective Pictures | Selbey Anderson

Other links: Vimeo | YouTube | Facebook | TikTok | Instagram

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Do you want to succeed in a recessionary market? Benefex’s Sally Winter joins Dom Hawes to explain how keeping your people happy is the key to powering through tough times.

As a workplace technology company, Benefex is working to power exceptional employee experiences every day. But when the economy is shrinking, how do you keep up with providing employees with the benefits they need? With the cost of living crisis affecting households, Benefex is looking closer at their customers and providing solutions to tough times.

In this episode, you will be hear how to:

• Uncover hidden opportunities in marketing during the pandemic and economic turmoil.
• Master innovative strategies for employee rewards and perks in challenging times.
• Decode the secret to aligning your business with customer needs and enhancing user experience.
• Discover the neglected marketing P's and their impact on a holistic customer approach.
• Navigate the complexities of scaling marketing teams amidst global expansion challenges.

Sally is an award-winning content producer and SaaS marketer who specialises in the workplace technology sector. She’s led marketing functions in start-ups, scale-ups and multinational enterprises and is currently Marketing Director for Benefex, the tech company that uses employee benefits, recognition and wellbeing platforms to power exceptional employee experiences for global companies.

Linkedin: Sally Winter I Dom Hawes

Websites: Benefex I Selbey Anderson

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Do you want to succeed in a recessionary market? Peter Russell-Smith joins Dom Hawes to explain how to maximise growth and adjust to market conditions. Discover how to expand and modify your business strategy for success even though times are hard.

In his day job as Managing Partner at the Big Business Agency, Peter helps tech and software CEOs solve complex problems and maintain growth. B2B is facing an uphill battle against rising staff costs, labour shortages, banking failures, funding slowdowns and sluggish decision making. But you’re not going to move your business forward by standing still and waiting for the slowdown to pass.

In this episode you hear how to:

• Adapt your business strategy to rising staff costs and talent shortages
• Master the art of navigating challenging market conditions
• Implement recession-resistant growth strategies that can help your entrepreneurial pursuits succeed
• Understand the dynamic role of marketing amid digitisation, economic nationalisation, and remote work trends
• Fortify your marketing leadership by using specialised niche strategies

Peter is an Australian living in UK and is the Managing Partner of Big Business Agency Ltd, a company specialising in B2B software growth for founders and PE investors. Peter is a former CEO with an internationally proven track record growing B2B Enterprise SAAS and technology-based businesses ranging in size from £25m-£400m with a range of ownership structures including publicly listed and PE backed (Hg Capital, Vista Equity, TPG).

Peter’s career started out installing PLC and DDC automated controls systems in manufacturing and progressed through to senior Sales & Marketing roles for global enterprise software and implementation companies like PeopleSoft and PwC before taking on CEO roles. He holds an MBA (Monash University) and a Bachelor of Engineering (Hon) (University of NSW) and is a certified Management Accountant.

As a passionate catch and release fly fisherman, Peter serves on the Bann Management Committee of The Honourable The Irish Society.

Linkedin: Peter Russell-Smith | Dom Hawes

Websites: Big Business Agency | Selbey Anderson

References: Ansoff Matrix | Full Show Notes

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Episode Description

Are you struggling to make sense of how to market in uncertain economic times? Are you exhausted from pouring energy into outdated demand-generation tactics without seeing any return? Learn how to leverage a full stack ABM approach to turn your marketing efforts into a recession-resistant strategy that yields real results.

In this episode, you will learn to:

• Implement a full stack ABM approach to boost your marketing resilience during challenging economic times.
• Adjust your marketing budget wisely to navigate uncertainty and downsizing.
• Enhance efficiency by replacing traditional demand generation with account-based marketing.
• Strengthen the collaboration between your sales and marketing teams for improved results.
• Take the lead in driving innovative growth initiatives as a marketing leader.

The key moments in this episode are:

• 00:04:53 - Challenges in the Market,
• 00:08:45 - Full Stack ABM,
• 00:12:27 - Implementing ABM effectively,
• 00:19:38 - ABM for survival,
• 00:21:25 - Marketing's role in business,
• 00:22:42 - Sales and marketing alignment,
• 00:25:34 - The Unifying Message of the Show,
• 00:26:06 - The Impact of the Recession on B2B and Big Tech

About Selbey Anderson

Selbey Anderson is one of the UK’s fastest growing marketing groups. Its agencies operate globally to help businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.

About The Host

Dominic Hawes is CEO of Selbey Anderson.

He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.

Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.

About The Guest

Robert has over 30 years’ experience in B2B Marketing working in media, marketing and technology.

He has spent over 10 years at the cutting edge of ABM helping to develop strategy, messaging and delivery programmes for some of the world’s largest organisations and their agencies.

He consults across the ABM spectrum, is an experienced workshop facilitator, trainer, and a regular speaker at B2B Marketing events.

Robert has been running the ABM Essentials training course for B2B Marketing for the last 5 years training over 500 marketing professionals in the process. He is also the Growth leader in their Propolis community where he provides ABM advisory services to members.

Resources:

Linkedin: Robert Norum I Dom Hawes

Twitter: Robert Norum

Website: B2B Marketing I Selbey Anderson

Ask Robert a question?

Record your question at marketingdifference.co.uk by clicking the red tab Send us a message, on the right of the screen.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Episode description

In the first of a six-part mini-series, Dom Hawes speaks to Steve Lemon, partner at UK venture capital firm Volution about how marketers can help their businesses resist recession.

TL;DR The VC view is that businesses must continue investing in their growth engine: marketing.

Key takeaways

1. Economic labels like recession and inflation may no longer fit the situation now, making it difficult for businesses to navigate the market.
2. The fundraising environment is a potential leading indicator of the UK economy and businesses too. We’re seeing conservative decision-making and increased difficulty in raising funds. This will slow growth.
3. It’s important to maintain marketing efforts during tough times to maintain momentum, build the brand, and drive business growth.
4. Businesses should refocus on their value proposition, reminding themselves and their customers of the problem they're solving.
5. Marketing, sales, and product teams should work together closely to understand and address customer needs, segment audiences, and adapt their propositions accordingly.

About the Guest

Steve Lemon is a Partner at Volution.vc, co-founder of Currencycloud ($1bn exit to Visa). He’s an entrepreneurial and highly experienced fintech leader.

His leadership style is to hire smart people, align them behind common goals and get out of their way. Such a style can be transformational. It’s a mash-up of servant leadership combined with cross functional, collaborative ways of working and it creates massive team engagement - which leads to great outcomes for the end user and ultimately increases shareholder value. Steve has also been a Mentor for Techstars since 2017.

About the Host

Dominic Hawes is CEO of Selbey Anderson. He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions. Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.

About Selbey Anderson

Selbey Anderson is the marketing agency group that helps businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industry, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.

Resources

Linkedin: Steve Lemon I Dom Hawes

Twitter: Steve Lemon

Websites: Volution I Selbey Anderson

Subscribe: Marketing Difference

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Episode Description

This special episode of Marketing Trek stars award winning data scientist, Dynata's Steven Millman. Our host, Dom Hawes, caught him on a flying trip to the UK to talk about the ethics surrounding data use in Marketing.

In the episode:

• Understand different types of data (first, third, zeroth, proxy etc) and where risks lie
• Find out why governments struggle to legislate data
• Hear how businesses should balance legal and ethical standards of data use always remembering that trust matters most
• Discover how businesses choose which compliance framework to adopt when communicating globally
• Learn how Dynata's massive first party data panel means they can support targeting without using IP address tracking

About The Guest

Steven is an award-winning researcher currently leading Dynata’s Global Research & Data Science Centre of Excellence, solving complex challenges for clients by leveraging statistics, AI/ML and other advanced research techniques. Steven serves on the board of trustees of the Advertising Research Foundation (ARF), where he also chairs the analytics committee, and is a member of the Market Research Council.

About Selbey Anderson

Selbey Anderson is a specialist marketing group that helps businesses in complex markets win the future. With deep sector expertise in financial services, tech, pharma, biotech and industrial technology, Selbey Anderson's clients are united by the complexity of marketing in regulated, heavily legislated or intermediated markets.

About The Host

Dominic Hawes is CEO of Selbey Anderson.

He's been in the marketing business for over 25 years and has worked in agency, in-house and in early stage VC. He is a strategy specialist and an experienced M&A practitioner in small cap transactions.

Dom started his professional career after six years as a commissioned officer in the British Army and 18 months as an analysts assistant at a well known management consultancy.

Resources:

Further reading: Ad Age article | The Behaviour Business by Richard Chataway

Linkedin: Steven Millman | Dom Hawes

Websites: Dynata | Selbey Anderson

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

As marketers, how do we find a balance between utility and magic? Because it's not all one thing or the other. So, to find out, I figured I needed to speak to some experts. In this episode, I meet Yekemi Otaru, who's an expert in marketing strategy. She's got a lot of incredible insight when it comes to the importance of utility and why prioritising the needs of customers really had to take centre stage but first I spoke with Robert Senior. He is chair of Boys and Girls advertising in Dublin. He's a board member at Selbey Anderson. He's a board member and investor at Castore Sportswear. He is an investor of Red Rice Ventures. He was the worldwide CEO at Saatchi and Saatchi. He has an incredible understanding of magic in marketing and how to communicate your message in a digital world. 

Magic is the way marketers can communicate their message or product to others in a way that's memorable, in a way that really sticks in the brain. Brand marketing elevates your brand in ways that probably can't be measured by stats and figures. When times are tough, or when times are tougher and there's less money to go around, it's even more imperative the message you've delivered is received and remembered. That's the business case for magic. 

As marketers, we need to be able to demonstrate results too. That's why utility’s become more important for everyone. It's something you can be told me, it's kind of something we all know, but often we forget: it's all about the customer. 

It's so easy to either be self-indulgent and focus on magic or be unimaginative and focus on utility. Marketers need to stop considering what they want and think about what the customer wants. When what the customer wants, that's when you can determine how to balancing utility and magic, that's the key. 

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

How is the trend of direct to consumer commerce is going to affect not only how brands and companies sell, but also how they interact with one another?

This episode features interviews with experts on the topic, Gerry Hopkinson, Daniel Ellis, Yekemi Otaru and your host, Dom Hawes. They discuss how direct to consumer commerce changes the role of retail, shifts the focus from product to experience, and makes it easier for customers to find what they're looking for without having to go through multiple channels.

Direct consumer is not a new thing. It's been around for donkeys’ years. With the pandemic changing where we work, it's also changed where we shop. More and more companies and brands can reap the rewards of ecommerce, but it doesn't mean everything is that different or that it's all just about what happens online. Your product still needs to look good when it arrives, it still needs to be on time, and humans still need to be within reach to help your customers. Tune in to find out more.

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy

Web 3.0 is coming. The advent of blockchain technology and token based economics is going to fundamentally redefine how users surf the Internet and how advertisers sell on the Internet. 

• How do companies and brands ethically go about making the most out of cookies? 
• With the onset of Web 30, what are they going to look like and feel like in the future? 

To answer these questions. I spoke to Steve Millman, who is the senior vice president of Global research and operations at Dynata. Steve has spent his career with a specific focus on quantitative and statistical analysis, survey design, research design, and other applied research techniques. He's an ideal person to talk to about the cookieless future because apart from leading their global operations research, he's also a prolific technologist and data scientist. 

This podcast uses the following third-party services for analysis:

Chartable - https://chartable.com/privacy