Episode 42 - Marketer's skills today and tomorrow with guest Joe Glover

Episode #118. Today’s episode is on challenger brands and the skills, behaviours and mindset marketers of challenger brands need to succeed.  Challenger brands – whether created by a corporate or a start-up – aims to disrupt an existing category by satisfying a consumer need that’s not currently being met. Commonly challenger brands seen as the ‘underdog’ have greater constraints like budgets and resources meaning marketers need to be harness their strengths, creativity, agility and risk adversity to thrive.  Abby’s guest expert to discuss is Lucky Saint’s Marketing and eCommerce Director, Kerttu Inkeroinen, awarded Marketing Week’s Top 100 Most Effective Marketers 2023 and recently won Brand of the Year at the Marketing Society awards.  In this episode Kerttu shares the differences in culture and marketing skills between established vs challenger brands, insight into where her brand focuses and how they play to their strengths. Plus Kerttu’s career highs and lows and advice for marketers of tomorrow.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Kerttu Inkeroinen | LinkedIn This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market    Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.  

Episode #117. Inclusive leadership is the topic of this episode, featuring returning guest David McQueen who has recently released his book Brave Leadership: Better Decisions for Inclusive Leadership.   David is a respected international speaker, executive coach, board facilitator and podcaster, passionate about helping others to explore how best leadership can work for them and their organisations.  In this episode, David discusses important issues for inclusive leadership, awareness of who is impacted and influenced by your decisions, systemic leadership, cultural shifts and his advice for marketers.  Plus the principle of his book, written through the lens of a coach giving the reader the tools and models in order to make leadership choices.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: david mcqueen | LinkedIn  This episode is sponsored by Stickybeak  It’s time to put the consumer back at the heart of every decision, and thanks to Stickybeak, consumer feedback is at your fingertips. The self-service, affordable, consumer testing platform delivers actionable insights in hours, not weeks! So to find out what your consumers think before you go to market   Visit Stickybeak.co/wholemarketer and use code WHOLEMARKETER for $100 USD off your first test, so you can see how Stickybeak are changing the way marketers work.    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #116. Season 7 returns with a new topic – responsiveness AKA acting with pace. A key skill for marketers in our ever-changing industry, being able to act quickly and positively enables brands and businesses to capitalise on trends, relevancy and react to customer needs.  Abby’s guest expert is Anna Henwood, who has previously led global marketing as CMO of Les Mills International and now as CEO of Stickybeak, is passionate about giving marketers a platform for affordable, real-time feedback on their marketing activity so they can act with pace.  In this episode, Anna shares her definition of responsiveness, getting information quickly to make decisions, benefits of a responsive culture, growth mindset, and curiosity and safety to speak up.  Plus, Anna shares her experience of responding to lockdown whilst at Les Mills, her career highs and lows and her advice for marketers.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Anna Henwood | LinkedIn Stickybeak: Overview | LinkedIn Stickybeak (@stickybeak__) • Instagram photos and videos   This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #115. Marketing Effectiveness is the technical skill in this episode, exploring the importance and ability to demonstrate the impact of your marketing activity to the business.  Joining Abby – to discuss one of her favourite topics – is Dr Grace Kite, award-winning founder of data analytic consultants, Magic Numbers. Dr Grace is a speaker, Marketing Week columnist and business economist who supports and coaches marketers on what works in marketing, to help their businesses grow.  In this episode, Dr Grace shares her definition of marketing effectiveness, misunderstanding metrics and digital dashboards, categories and targeting, and research findings on what makes a great effectiveness programme. She also shares her career highs and lows and advice for marketers.  Plus, Abby and Dr Grace discuss training on marketing effectiveness and the merits of group training so that marketing teams are all speaking the same language. For further information on Whole Marketer training programmes, visit Whole Marketer Training Courses Programmes - The Whole Marketer     This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Dr Grace Kite | LinkedIn The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #114. The personal understanding topic discussed in this episode is work/life balance, which can significantly impact our wellbeing and our sense of fulfilment in our career and lives as a whole.  A good work/life balance means having the clarity on all the things that are important in your life, then actively making the time for them, especially for the things that energise you – or fill up your cup - both inside and outside of work.   Joining Abby to discuss how you can work towards a work/life balance is Katie Martin, Head of Marketing Excellence at Innocent drinks, who has a passion for what makes people tick and is a mentor, certified with Insights Discovery and a mental health first aider.  In this episode, Katie shares how she visualises the work-life balance, harmony when things are out of your control, self-compassion, open communication in the workplace and being willing to ask for help.  Plus the work/life culture at Innocent and career highs and lows.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Katie (White) Martin | LinkedIn This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #113. The focus of this episode is self-identity, an area of personal understanding that can help you lead a more fulfilling life when you have greater awareness of who you are and your place in the world.  In the workplace, gaining clarity on your self identity can be a journey of discovery as you understand your personality, leadership style, how you show up and also develop a sense of belonging within a team or organisation.  Joining Abby to discuss self-identity is Bronwen Foster-Butler, who is passionate about personal development and is Chief Marketing Officer for British B-CORP outdoor surf brand Finisterre - having previously worked at Burberry, Lulu Lemon and PANGAIA.  In this episode, Bronwen shares what is a sense of self, why it’s important in the workplace for you and your teams, and fixed and flexible values. Plus, as well as career highs and lows, Bronwen shares her past experiences and the effect her return from maternity leave and leadership style had on her journey of self-identity.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Bronwen Foster-Butler | LinkedIn This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #112. Brand Partnerships is the technical skill discussed in this episode – specifically the power of brand partnerships to drive societal change.  Joining Abby to discuss this topic is Beth Reeve, Senior Group Brand Manager Northern Europe for Colgate, who leads the hugely impactful brand partnership between Colgate and Change Please (a social enterprise coffee brand helping people living with homelessness.)   Both brands share an authentic purpose to create a healthier future for people, which has led this campaign to not only deservedly win a Cannes Lions Bronze award, but more importantly, the campaign tangibly affects the lives of people every day.   In this episode, Beth shares how the partnership was created, the steps involved to craft the marketing campaign, the ways the brand and its resources could help others, and her 3 key tips for using your brand to help address societal issues.  Plus Beth’s career highs and lows and her insightful advice for marketers of tomorrow.  Watch the campaign video here Driving For Change (colgate.com)  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Beth Reeve | LinkedIn This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com

Episode #111. Our first episode of 2024 is Strengths – a key area of personal understanding, which we can use to increase your fulfilment and energise you as a marketer.   When we know our strengths, we can be intentional in taking ownership of our strengths, to ensure we are using our strengths (that we also enjoy) inside and outside of work, to continue to build our confidence, motivate and energise us, which will lead to greater fulfilment.  Joining Abby to discuss strengths is Sean Hall, CEO Energx and a leadership researcher, TedX speaker and Global Marketing Academy lecturer. Sean partners with brands such as Meta, Unilever, Diageo, Google, Wall Street Journal and more, to help leaders to enhance the wellbeing of their employees, “leaving them more well than when they found them”.  In this episode, Sean discusses strengths, curiosity for your wellbeing, comparing yourself to others, assessing your strengths and why it’s so important for you and others around you to have this self-awareness.   Plus Sean shares his experience of burnout and his advice for marketers of tomorrow.  You can take the assessment mentioned in this episode here http://thewholemarketer.pro.viasurvey.org Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Sean Hall | LinkedIn This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #110. This episode explores a technical area of latest thinking for marketers - 3 Dimensional marketing.  3D marketing is a fast moving, integrated communication approach that encompasses agile, test and learn ways of working in order to maximise a big idea or marketing assets. The 3 dimensional aspect comes from all marketing comms channels working cohesively to deepen and enrichen a brand story – and continue to build momentum afterwards – rather than working in silos.  To discuss, Abby is joined by Ben Carter, Global Chief Customer and Marketing Officer of CarWow, whose previous role included BetFair, Not On The High Street and Just Eat. Ben also has Chair and Non-exec NFP roles with the Lily Foundation and Women in Football.  In this episode, Ben explains his definition of 3D marketing, when it doesn’t and doesn’t work, the role of agency partners is 3D integrated campaigns and his advice to get started. Plus Ben’s career journey from journalist to marketer and advice for marketers.  Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Ben Carter | LinkedIn   This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk    The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 

Episode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.   B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today’s journey is series of buyer conversations that are not predictable and require a longer-term relationship.  A leading voice in this area and Abby’s guest expert is Antonia Wade, Global Chief Marketing Officer at PwC. Antonia is one of Marketing Week’s top100 marketers and author of ‘Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty’.  In this episode, Antonia shares what today’s B2B journey is (and what it isn’t) and how the B2B buying journey has changed, which she has outlined in her book. She discusses the different phases, measuring success and clues you can look for that a buyer is moving from one stage to another. Plus, what inspired Antonia to write her book and career highs and lows Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn Guest: Antonia Wade | LinkedIn This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk  The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com