Business of Marketing

In this episode of The Business of Marketing, John Horsley sits down with Andrea Sexton, CEO of Ledger Bennett, to explore why B2B marketing needs to move beyond obsessing over the measurable 40% of the funnel and start investing in the moments that shape buying decisions long before prospects become leads.

Andrea shares why the industry's fixation on MQLs, attribution and short-term performance is holding brands back, how AI is changing the buying journey, and why the future belongs to marketers who understand human behaviour as well as technology.

Whether you're a CMO, demand generation leader or B2B marketer, this conversation challenges many of the assumptions that have shaped marketing over the past decade.

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A thought-provoking discussion on building brands that are remembered long before buyers enter the market, and why human insight remains marketing's greatest competitive advantage.

In this episode of Business of Marketing, John Horsley sits down with Graham Field, Chief Revenue Officer at Outra, to explore how the relationship between data, AI and revenue is reshaping modern marketing.

From the early days of programmatic advertising to today's AI-powered marketing stack, Graham shares why the brands that win won't necessarily have the biggest media budgets, but the best understanding of their customers. Together they discuss first-party data, privacy, decision intelligence, commerce, and why marketers need to stop chasing short-term metrics at the expense of long-term growth.

Whether you're leading marketing, revenue, data or digital transformation, this conversation offers practical insights into building a smarter, more connected marketing organisation.

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A thoughtful conversation on where marketing is heading next, and what leaders need to do to stay ahead.

In this episode of Business of Marketing, John Horsley sits down with Harry Davies, VP of Strategy, Investment & Marketing Effectiveness at Sage, to explore why so many organisations still measure the wrong things, and what truly drives long-term growth.

Drawing on experience spanning government, Google, Amazon and Sage, Harry explains why marketing effectiveness is about far more than advertising, why brand investment is making a comeback, and how marketers can balance short-term revenue pressures with long-term business growth.

The conversation also dives into AI's impact on marketing, account-based marketing, buying committees, customer journeys, and why the future belongs to marketers who combine academic rigour with relentless curiosity.

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A thoughtful conversation packed with practical insights for CMOs, marketing leaders and anyone looking to build more effective marketing.

How Sport, Technology and Culture Are Reshaping Fan Engagement | Kahlen Macaulay , Snap

What does it take to keep the next generation of sports fans engaged?

In this episode of The Business of Marketing, John Horsley sits down with Kahlen Macaulay, Head of Sports, Media & Partnerships International at Snap, to explore how technology is transforming the way sport is produced, distributed and experienced.

Drawing on leadership roles at the International Olympic Committee, ESPN, Pulse Live and Snap, Karlyn shares why today's sports organisations must think like media companies, how creators have become partners rather than competitors, and why fandom is increasingly being built through culture, community and conversation.

The discussion covers the changing behaviour of younger audiences, the role of augmented reality in live sport, the creator economy, the attention economy, and why the future of sports marketing sits at the intersection of sport, fashion, music and technology.

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Whether you work in marketing, sport, media, partnerships or digital innovation, this conversation offers valuable insights into where fan engagement is heading next—and what brands need to do to stay relevant.

What happens when search, media, AI and commerce start collapsing into one connected ecosystem?

In this episode of The Business of Marketing, John Horsley sits down with Nick Beck, Founder and CEO of Tug, to explore how modern marketing is being reshaped by AI search, creator culture, performance marketing and the growing importance of brand.

From launching Tug out of the basement of Vice Magazine to building a global agency across London, New York, Berlin, Toronto, Singapore and Sydney, Nick shares a candid view on what has changed in marketing over the last two decades, and what still matters most.

A conversation about search, AI, data, creativity, trust, performance marketing and why human judgement still matters in an increasingly automated world.

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In this episode of The Business of Marketing, Justin Cooke sits down with John Rudaizky, Global Chief Brand and Marketing Officer at EY, to explore the future of brand building, creativity, leadership and AI at enterprise scale.

John shares the story behind EY’s iconic “Better Questions” platform, why emotion matters more than ever in B2B marketing, and how AI is reshaping marketing organisations, creativity and customer engagement.

A wide-ranging conversation covering brand transformation, purpose, creator culture, leadership, the evolving role of the CMO, and why the future belongs to marketers who combine creativity with courage.

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“This is an era of being humble and learning like never before.” - John Rudaizky

What does it mean to become truly unmissable in an age of AI, algorithms and collapsing trust?

In this episode of The Business of Marketing, Justin Cooke sits down with Nishma Patel Robb, Founder and CEO of Unmissable, former Google marketing leader and former President of WACL, to explore visibility, storytelling, trust and the future of personal brands.

After a decade helping shape Google’s reputation and commercial growth in the UK, Nishma now works with founders and senior leaders to build trust-first personal brands that create real resonance, influence and commercial impact.

A conversation about authenticity, executive visibility, AI, creator culture, human storytelling and why the future belongs to people who can genuinely connect.

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“True unmissability is about resonance, trust and connection.” - Nishma Patel Robb

In this episode of The Business of Marketing, Justin Cooke speaks with Niall McKinney, Founding Partner of The Creative Engineers, recorded live at Advertising Week Europe.

Niall discusses why marketers need to produce more content than ever, but without bigger budgets, weaker creative standards or loss of brand control.

They explore how AI is changing content operating models, why workflows matter as much as tools, and how brands can use AI to improve speed, relevance and quality without losing human judgement.

A practical conversation on AI, creativity, content production and the future of marketing operations.