Half Wasted Episode 6 - Demystifying B2B Marketing

New year, new me, new marketing plans! In this episode I'm inviting Ashley Lewin, the Director of Demand Generation at Refine Labs, to discuss what changes in marketing in 2022, how B2B starts to mimic B2C in marketing and why lost sales can provide the most valuable lessons for the marketing team.

What marketing & architecture have in common? In both worlds you need to build your masterpiece on a solid (scientific) foundation, otherwise you're in a world of trouble. These "First Principles" are more often forgotten in marketing, however, which is why many of today's marketing campaigns tend to be shots in the dark, rather than well-thought strategic initiatives. In the season finale of Half Wasted I'm inviting Evidence-Based Marketing mastermind Wiemer Sneijder to discuss what we can learn from marketing literature, and how the role of marketing research can usher us into the post-cookie era in marketing.

What happens to digital marketing (and marketers in general) now that the consumer data privacy issues are forcing the companies to rethink their targeting methods? In this episode I'm inviting Riikka Söderlund, the CMO of Smartly, to share her insights on how the upcoming cookie apocalypse will actually change the game, and how this change might be more for good than we tend to think.

In episode 7 we'll discuss how to craft marketing campaigns that capture consumers' elusive attention, and how impactful marketing seeks to break the norms instead of abiding to them. As our guest speaker we have the latest marketing superstar Anya Jackson from Thursday, who shares her amazing journey from past months.

B2B Marketing is often perceived difficult due to its long sales cycles and big buying committees, but it doesn't have to be difficult. Fractional CMO Andy Culligan joins the show to share his 7-step checklist for marketers targeting B2B customers. Andy is famous for his no-bullshit approach to driving revenue, and this episode makes no exception to that.

How to build a successful marketing strategy for a product that's mostly transactional, heavily restricted and still quite new to the public? In this episode of Half Wasted I'm inviting a (cryptocurrency) marketing mastermind (and a ski instructor) Morgan Scofield to discuss what made him to jump into this world, what kind of learnings he has gathered along the way, and what kind of future cryptocurrencies hold for marketers.

After working 20 years within the retail industry, Nicola Fox has seen how CRM systems can be harnessed to supercharge marketing teams from small pureplay retailers to large omnichannel mammoths. In this episode we'll discuss with Nicola for example following topics: -How the CRM space has developed over the years, and why we're on a brink of a CRM revolution -Why so many of today's marketers are hostages to their metrics -What are the most important drivers in turning CRM into a goldmine

What separates the best media agencies from the average ones in the future? Why media agencies might not be the optimal partners for media mix modeling? How both the sellers and buyers need to improve when it comes to acquiring modeling services? In this week's episode we'll dive into these topics with Jon Söderlind, the head of Insight & Strategy at Tre Kronor, one of the most renown media agencies in the Nordics.

Why mosts marketers struggle with Marketing Mix Modeling (MMM)? Michael Taylor is a MMM “teacher” that wants to help marketers to get a grasp on how MMM is actually done, what's happening under the hood, and how understanding MMM helps you to survive the upcoming cookie apocalypse.