Spotlight

In this episode, we sit down with Mike Morrison — the founder behind SocialNext, Canada's grassroots marketing conference, for a conversation about building something from nothing, surviving a global pandemic, and why Calgary will always feel like home.Mike shares the origin story of Social West, from his early days running "Mike's Bloggity Blog" and teaching small businesses how to use Twitter and Facebook ads, to growing a national conference series now spanning six cities across Canada — Calgary, Halifax, Vancouver, Toronto, Ottawa, and Montreal.We dig into:

• How Social West became a 10-year overnight success
• The hardest business decision of the pandemic: offering full refunds when competitors folded
• Why Mike pivoted to virtual events and sent care packages to attendees across the country
• What makes Social West different — no ego, no pretension, just real marketers learning from each other

• How the Calgary Marketing Association and Social West are partnering for a special CMA member experience

= The acquisition of Marketing News Canada and the vision of becoming the home for Canadian marketers

Can marketing create demand, or does it simply capture what's already there? The Calgary Marketing Association brought together four experienced marketing leaders from Alberta's home building industry to tackle this question head-on — and the debate gets real. Topics covered include: - Can marketing truly generate demand, or does it capture and influence existing buyers? - How to shift your marketing strategy when the market softens - Brand-building vs. promotions — when to use each and why - Proving marketing's value when half the buyer journey happens offline - CRM best practices and keeping data clean across sales and marketing teams - How to use market data (Environics, BILD reports, permit data) to guide strategy - Aligning sales and marketing teams to reduce friction and finger-pointing - Differentiating your brand and committing to it — even under market pressure Building long-term buyer trust throughout the entire purchasing journey - Targeting buyers by behavioral intent vs. demographics

Panel includes:

Alex Paisley - VP of Digital at Chatterson

Careen Chrusch - Director of Marketing at Mattamy Homes

Vanessa Sambrooke - Director of Marketing at Jayman BUILT

Megan Starke - Director of Marketing at Anthem

With 30 years in the print industry, Jenn has worked every corner of a print shop, from quality control and shipping to graphic design and sales. Now in business development at Sleek Signs, she joins us to share what it really takes to expand into a new city, build a brand from scratch, and sell with confidence when nobody knows your name yet.We talk about Sleek Signs' move from Regina to Calgary, why physical presence is everything when entering a new market, and how the right marketing materials can make or break a sales conversation. Plus, Jen opens up about being a self-proclaimed "non-marketer" who had to learn — reluctantly — that putting your face out there actually works.In this episode:- Why one salesperson calling from Regina wasn't enough — and what changed when Sleek opened a Calgary location- The difference between telling people you're great and actually showing them- How Jenn went from resisting LinkedIn to embracing personal branding- What a "world-class marketing community" really means (hint: it starts with feeling welcome)Whether you're in sales, marketing, or just trying to grow something in a new market, this one's for you.

Marketers are often pushed to optimize for short-term performance: more leads, more channels, more campaigns. But as AI reshapes how buyers research, trust and distinctiveness are once again becoming a competitive advantage.In this episode, Chantelle Little, CEO of Tiller Digital, will unpack why brand is making a comeback, how to turn it into a growth lever, and what it takes to create a brand ecosystem that compounds in value instead of expiring after a campaign ends.

Loyalty programs are everywhere, but very few actually drive meaningful retention or long-term growth.In this episode, we break down what loyalty programs really do for a business, how they’ve evolved over time, and why many programs fail to move the needle despite good intentions.We dig into the strategic side of loyalty, including the differences between owned first-party programs and third-party platforms, how to integrate loyalty into your broader business strategy, and what to do after you launch — especially when it comes to data.Whether you’re considering launching your first loyalty program or trying to improve an existing one, this conversation focuses on clarity, real-world use cases, and practical takeaways you can apply immediately.

In this episode, we chat with Amanda Thomas from Konstruct Digital about what most companies get wrong about marketing budgets, ROI, and ABM.We dig into:• Why cutting marketing spend usually backfires• How attribution really works in B2B• When ABM makes sense... and when it doesn’t• The hidden buying group most businesses overlook• How sales and marketing can finally get aligned• Why “in-market intent leads” aren’t a silver bulletIf you’re trying to justify budget, prove ROI, or build a smarter strategy for 2025, this conversation is packed with practical insight.

Case studies are everywhere but not all of them actually help marketers do better work.In this episode, we sit down with Afton Brazzoni from Scribe National to unpack what makes a case study truly effective. From moving beyond surface-level results to telling stories that capture real strategy, decision-making, and impact, this conversation explores how case studies can become tools for learning, alignment, and better marketing outcomes.You’ll hear why strong case studies matter more than ever, how they can be used across teams, and what marketers should be thinking about when documenting their work—whether you’re in-house, agency-side, or leading a brand.

In this episode of Spotlight, Derek and Marc sit down with Laila Hobbs, founder of Social Launch Labs, to explore how she built one of Calgary’s most creator-focused studios for business owners.

Laila shares her path from teen TV host to viral content creator with more than 250 million views, and how that experience shaped her approach to helping entrepreneurs and small businesses show up confidently on camera.

This conversation covers:
• Why Laila left agency life to launch Social Launch Labs
• How her TV and influencer background shaped her studio model
• The rise of founder-first marketing and why authenticity converts
• The misconceptions around “going viral”
• Why business owners struggle with content and how to fix it
• Where the creator economy is heading for B2B brands

You’ll also hear stories from Laila’s early days in broadcasting, managing influencer channels across gaming, golf, and poker, and what it takes to build a content engine that actually supports small businesses.

If you’re an entrepreneur, marketer, consultant, or creator looking to build trust and visibility through content, this episode offers practical insights, real-world examples, and a look into what’s next for business-focused creators.

In this episode, we’re joined by Heather Isley, Chief Marketing Officer at Karma CMO, to explore how structure and creativity can actually work together instead of against each other.We talk about:Why the RIGHT systems aren’t the enemy of creativityHow the right processes can unlock better ideas (not box them in)Ways creative teams can stay inspired while staying organizedThe balance between freedom and frameworks in marketingIf you’ve ever felt like systems kill your flow, or if your team’s chaos is killing your output... this one's for you.

In this episode of Spotlight, we’re putting two marketing funnel methodologies head-to-head.Is the AIDA funnel still the gold standard for understanding customer journeys or has evidence-based marketing finally dethroned it?What You’ll Learn:Why the AIDA model (Awareness → Interest → Desire → Action) continues to dominate classrooms and campaign plans.The case against AIDA: why linear funnels fail in a world of fragmented, looping buyer journeys.How modern marketers use mental & physical availability and the cash flow funnel to guide real-world strategy.Practical budget allocation advice — from tactical funnels to long-term brand building.The mindset shift marketers need to make in the data-driven age.👥 Featuring:Pedro Porto Allegre from CULT