The Accidental Marketer Podcast

The Accidental Marketer Podcast

By Impact Planning GroupBusiness
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The Accidental Marketer Podcast episodes

  • S4, Ep. 8 - When Should You Commit Brand Heresy?
    *NOTE: This podcast was recorded prior to the coronavirus pandemic.
    Brand heresy is the practice of established brands promoting in ways that are very different from their past positioning. For example, when an airline advises "think twice before your book a flight" something strange is going on! Mary, Sean and Tom share examples of brand heresy, and discuss if and when a strategist should commit it.
    19 min
  • S4, Ep.7 - Can Gamification Help B2Bs Sell "Serious" Products?
    *NOTE: This podcast was recorded prior to the coronavirus pandemic.
    The trend of gamification applies aspects of game-playing to business, in order to invite more customer interaction on your website, help you invent new products, and even get employees to go the extra mile to take care of customers. The team discusses what you can do to leverage fun and games in your business!
    18 min
  • S4, Special Edition – The Impact of Coronavirus on B2Bs
    Our Season 4 podcasts were recorded prior to the Coronavirus pandemic. This special edition podcast was recorded on April 14, 2020 and focuses specifically on how to plan for the uncertain future spawned by COVID-19. The team puts this event into historical focus, discusses implications, and generally aims to help B2Bs be proactive in jump-starting their post-pandemic planning processes.
    18 min
  • S4, Ep. 6 - How Can B2Bs Improve Their Account-Based Marketing?
    *NOTE: This podcast was recorded prior to the coronavirus pandemic.
    Account-Based Marketing (ABM) is not a new idea, but B2B clients are starting to demand a more coordinated approach by their suppliers. The team discusses what ABM is (and is not) and describes several helpful tools that can make effective ABM a practical reality for your company.
    19 min
  • S4, Ep. 5 - How Can B2Bs Improve Their Customer Experience
    The new generation of B2B buyers have high expectations for the experience of interacting with and buying from suppliers. From the front-end of the "customer journey" (e.g., researching solutions) to the back-end (e.g., buying add-on products)-- to all interactions in-between, a focus on improving experiences provides a powerful non-price reason for customers to do more business with you!
    19 min
  • S4, Ep. 4 - How B2Bs Can Personalize Like a B2C Company
    Many of us have experienced personalization in our relationships with consumer products and services providers. But can B2Bs personalize their offers and communications? The answer is YES. New technologies are enabling B2Bs to deliver increasingly more customized messages and offers. The team uncovers some of the keys to success in using personalization to drive higher margins and customer loyalty.
    22 min
  • S4, Ep. 3 - Should You Practice Surge/Dynamic Pricing?
    This episode focuses on the trend of surge/dynamic pricing - the practice of charging more when demand is higher and vice versa. Just because technology gives unprecedented power to suppliers to match price with demand, should they do it? The team discusses the pros and cons of this variable pricing strategy -- when circumstances warrant it, and when to be cautious about the approach.
    20 min
  • S4, Ep.2 - The Rise of Subscription-Based Pricing Approaches
    This season's discussion of trends continues with a growing phenomena: replacing traditional pricing models with subscription-based pricing. The group discusses why subscription models can make sense in many types of B2B and B2C businesses, which situations are best for the concept, and the "watch-outs" for sellers considering the approach. Listen and decide if you should be consider this trendy pricing strategy!
    20 min
  • S4, Ep.1 - Unprecedented Diffusion of Decision-Making Power
    This new season covers trends that businesses need to know about and have a plan for. This episode discusses how new decision-makers are gaining power in every industry. Is now the time for re-tooling your sales force to effectively call on economic buyers and executives? Should you start promoting to end-users in your market, when you never have before? This discussion will help you decide!
    19 min
  • S3, Ep. 10 - The Case of the Divergent Paths
    The last episode of Season 3 unpacks the interesting cases of Lexus and the Volkswagen Phaeton. These two brands -- one a colossal success and the other a notorious failure -- show how two companies attempting to do the same thing took divergent paths. See the specific strategic planning moves that led to Lexus' legendary success, and how Phaeton did the exact opposite -- to it's immediate and lasting detriment.
    21 min

About The Accidental Marketer Podcast

From the publisher's feed

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer"…