The Accidental Marketer Podcast

The Accidental Marketer Podcast

By Impact Planning GroupBusiness
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The Accidental Marketer Podcast episodes

  • S3, Ep. 9 The Case of the Dubious Management Fad (NPS)
    Most marketers are familiar with Net Promoter Score (NPS) -- a metric to measure the strength of your relationships with customers. The Wall Street Journal wrote that some companies are reporting changes to NPS on quarterly analyst calls -- and called NPS a "Dubious Management Fad." You probably have an opinion on NPS -- listen in as we discuss plusses and minuses of NPS, particularly in a B2B context.
    24 min
  • S3 Ep.8 The Case of the 19th Century Content Marketer
    This week we focus on the agricultural giant John Deere. Amongst the many reasons for Deere's long-term success is an astonishing fact: they began practicing content marketing over 120 years ago! The team digs into the principles of B2B content marketing. Why does it work? How should companies be guided in developing content? Learn the differences between B2C and B2B content marketing strategies.
    20 min
  • S3 Ep.7 The Case of the Educated Gamble
    This weeks focus is on Netflix, a company that has continually been ahead of huge technological shifts. What kinds of practices does Netflix have -- as well as other companies who have successfully re-invented themselves? How do they know which trends to ignore, and which ones require massive shifts internal change? The group discusses the specific disciplines required to successfully respond to trends.
    20 min
  • S3, EP. 6 The Case of the Hidden Influencer
    Inertia and habit are the enemies of customer-centricity in business. In most industries, market dynamics often change long before companies adjust their strategies. Learn about a company that discovered they were focusing on the wrong stakeholder -- and how they changed their strategy in the nick of time. Mary, Sean and Tom discuss how you can save yourself the angst and morph your strategy before losing share!
    19 min
  • S3, Ep. 5: The Little Blue Pill That Could
    Businesses of all types can learn a lot from what pharma companies do when their blockbuster drugs come off patent. Some fall off the revenue cliff, and some -- like Viagra -- do a remarkable job of holding share. In this episode, the team highlights what any business that faces low-priced competition can learn from Viagra's continued success.
    20 min
  • S3, Ep.4: The Cold Case of the Cool Takeover
    One of the most underrated and over-performing businesses in the world is in the refrigeration business in China. You may have not heard of them, but there are some important, counter-intuitive secrets to their success. These include extreme dedication to customer-centricity (demonstrated over decades) and an ability to anticipate customer needs. Listen in as the team unlocks this company's success secrets.
    19 min
  • S3, Ep. 3: The Symbiotic Competitor
    The retailer Kohl's will return items to Amazon for you -- are they crazy? New types of partnerships are emerging almost daily, some between companies that have been -- or will soon be -- competitors. Why is this happening? Is it a good idea? The team dissects the idea of symbiotic competition -- when it makes sense, when it doesn't, and how B2Bs can think through the unimaginable -- should you partner with competitors?
    20 min
  • S3, Ep2: The Digital Chokepoint
    B2B companies are seeing some of their high-margin offerings being undercut. Smaller competitors with fewer assets are specializing, moving faster, and leaving the traditional competitors to fight it out over commoditized products and services. In the worst case scenario, some industries are being "Uber-ized!" Find out what you can do to protect yourself!
    20 min
  • S3, Ep.1: The Case of the One-Way Mirror
    This season's focus is modern case studies -- successes and failures -- that B2B companies can learn from. This episode examines the recent struggles of Kraft/Heinz -- how did they miss some key trends that have resulted in a significant drop in sales, profits and stock value? The team looks at why incumbents fail to act on big changes, and provides advice for how big companies can be more nimble and avoid Kraft/Heinz fate!
    18 min
  • S2, Ep. 10: Why Do Companies Think "Go Big or Go Home"?
    All industries are being affected by new trends, technologies and competitors. With so much uncertainty about the future, companies need to be constantly experimenting with new ways of doing business. So why do so many companies continue to place big bets instead of monitoring a number of pilot projects for winners? The group discusses why this happens so often, and makes the case for more discipline.
    23 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"…