The Whole Marketer podcast

Episode #54. Programmatic Marketing is the technical skill in this episode. Programmatic marketing is the machine automated, real-time bidding to place ads to relevant and targeted audiences. It is audience-led targeted advertising using data to focus on the person or place, rather than a particular keyword.

Joining Abby is James Kenny, head of programmatic marketing at Search Laboratory. He works with a variety of clients to manage their display, video, audio, native and paid social activity.

James explains what is programmatic marketing and how it works, pros and cons, how to use it within your strategy and his advice for marketers of tomorrow.

Sponsored by Labyrinth Marketing

www.labyrinthmarketing.co.uk

Episode #53. 'Data to create impact' is the technical skill in this episode. As marketers' roles are evolving to be the voice of the consumer and lead the commercial agenda, we need to have a variety of quality data sources to allow us to both monitor effectiveness but also use to mine to develop customer insight.

Abby's guest expert on this topic is Mark Phibbs, currently VP of Marketing at Cisco and also has a rich background working in tech companies. He also leads a consolidated centralised insight and analytics function.

Mark shares his advice for marketers to utilise data and why he believes we should know our customers better than everyone else in the business. Plus his honest and relatable career highs and lows.

Episode #51. The technical skill focus in this episode is Brand Love, a concept developed by Marc Cox which is centred on the principle that brand love starts from within the organisation; passionate employees who authentically deliver the company values, company behaviour and customer relationships will create memorable customer experiences, which in turn drives sales.

Abby's guest expert to share more on his concept is Marc Cox, author of "The business case for Brand Love" and founder of Company Spirit - supporting organisations to build equity beyond transaction, through experience and their employees.

In this episode, Marc shares why what the company is saying and doing should be in sync, the importance of experience and what this means for you as the organisation's marketer.

Episode #51. This episode is an area of personal understanding – purpose and impact for marketers. We've covered purpose previously on the podcast but this episode also explores defining your purpose and then incorporating into storytelling for maximum impact.

Today's guest is Jeremy Connell-Waite, author, keynote speaker and Global Comms Designer at IBM, building compelling narratives for their clients.

In this episode, Abby and Jeremy discuss how to define your purpose, referencing Simon Sinek and Ikigai and reframing what gets you out of bed in the morning vs what keeps you up at night. Plus Jeremy shares his magic formula of great storytelling, stories vs business stories, his career highs and lows and advice for marketers of tomorrow

Episode #50. Diversity and inclusivity is the topic in today's episode and why it's important for marketers to understand and represent all our consumers across a range of ethnicities, religion, disabilities, gender, LGBT+, neurodiverse and social backgrounds so that they feel accepted and belong.

Abby's guest expert is Sherice Anibaba, Global Head of Brand at Speedo and previously worked at Britvic and Innocent. In this episode Sherice shares personal experience and actionable advice for how marketers can increase diversity and inclusion.

Plus why it's a necessity tool for marketers, why it should start at ideation - not just in comms and how to be authentic in representing minority groups.

Episode #49. This episode is a technical skill on consumer-centric marketing. Consumers now hold more power; the increase in choice and advancements in technology and logistics means that they can access products and services from almost anywhere. Businesses thriving today are investing in truly understanding their consumer at a deep-rooted emotional level and putting the needs of their consumers first.

Joining Abby is Nick Rabin ex-client side marketer turned consultant and the newest affiliate consultant to join the Labyrinth Marketing team. During this episode Nick shares how to be a consumer centric organisation (the 4Cs), understanding your consumers beyond the usual demographics and the dangers of assumptions vs facts.

Episode #48. Clarity is the topic of this episode, which is both a technical skill and area of personal understanding for marketers. Clarity is beneficial for personal and professional development – as a marketer to have clarity on strategic choices and where you want to take your brand, as a leader to give clarity to your team with communication and expectations, and as an individual, to have clarity on your values, strengths and what we bring to the world.

Abby's guest expert is Ross Farquhar, Marketing Director of Little Moons, recently awarded one of the top 100 marketers in Marketing Week. In this episode, Ross shares the importance of clarity and how to apply it within your marketing role, whatever level of seniority. Plus his career journey and how his breadth of roles (ranging from Cadbury, Wagamama and agency-side) have benefitted his career yet strengthened fundamental and transferrable marketing skills such as clarity.

Episode #47. This episode is about the evolution of the marketer's role and competencies; reflecting on the changes in the marketing profession, evolution of skills and key developments that have shaped the industry.

Joining Abby is Russell Parsons, Editor in Chief for Marketing Week and Festival of Marketing. Having worked at Marketing Week - a leading publication in our industry - for over a decade, Russell is well placed to share his observations of our industry changes.

In this episode, Russell shares how marketers are expected to know more today, doing more with less budget, the rise of the conscious consumer and the watchout of short-term efficiency vs long-term effectiveness.

Episode #46. The topic in this episode is purpose-led marketing. Many passionate marketers are becoming more aware of how their skills can be used to benefit and impact society as a whole, beyond profits.

Abby's guest expert is Anna Mullenneaux, co-founder of two amazing purpose-led platforms:

Pimp My Cause is a service that matches smaller charities with little marketing resource to experienced marketing volunteers. More recently Anna created the Marketing Kind, a membership community focused on helping marketers use their skills to create change for good.

In this episode Anna talks about the rise of purpose-led marketing, how Pimp My Cause and Marketing Kind started and how rewarding it can be to get involved – the chance to give back, be creative, learn new skills and support a cause you're passionate about.

For more information see:

https://www.pimpmycause.org/

https://www.marketingkind.org/

Episode #45. NEW Series 3 – Leadership with impact through self-awareness is the topic in this episode – how great leadership that leads and inspires starts with knowing yourself, what you're like to be around and how others experience you.

Joining Abby is Sara Tate, recent CEO of Top 10 advertising giant TBWA London, multi-award-winning both as an agency and leader. Sara is passionate about culture and organisational change and the co-host of self development podcast the Rebuilders.

In this episode Sara shares her definition of leadership and the importance of self-awareness (not only for your own leadership style but also bridging gaps between your intent vs the impact it has on others around you). Plus why 360 reviews and personality tools can be useful to start conversations about self-awareness amongst your team.