298: Where Purpose Matters Most with Attest’s Jeremy King

02/09/22 • 46 min

Jeremy King is the CEO and founder of Attest. It's a fast scaling SaaS technology business focused on the market research industry, based in London and New York. Prior to Attest, Jeremy spent nine years with McKinsey & Company. Undoubtedly, research is in his blood.

In this episode, Alan and Jeremy discuss his love of Marine life and how it spurred him to found Attest. Later on, they also talk about some research they jointly executed about purpose. Jeremy observes that “Purpose is the Tesla of marketing”, meaning everyone wants to talk about it, but is it really where marketers should focus?

Listen to the full interview as Alan and Jeremy “get under the hood” on how consumers actually perceive purpose and how marketers should be thinking about it in their strategies.

In this episode, you'll learn:

How “purpose is the Tesla of marketing”
Why having different brand differentiators is key
How to use research to understand your focus

Key Highlights

[01:58] Why Jeremy loves the Peacock Mantis Shrimp

[06:16] How Jeremy ended up founding a research firm

[08:58] What Attest does

[12:48] The Tesla of marketing

[17:01] Differentiating your brand outside of purpose

[19:19] The demographic breakdown

[21:55] How social media plays a role

[27:45] Consumer thoughts on brands' response to the pandemic

[35:05] An experience that defines Jeremy

[38:18] Jeremy's advice to his younger self

[39:09] What marketers should be learning more about

[41:38] The brands and organizations Jeremy follows

[44:08] The biggest threat or opportunity for marketers

Resources Mentioned:

Follow the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Hosted on Acast. See acast.com/privacy for more information.

Listen to the full interview as Alan and Jeremy “get under the hood” on how consumers actually perceive purpose and how marketers should be thinking about it in their strategies.

In this episode, you'll learn:

How “purpose is the Tesla of marketing”
Why having different brand differentiators is key
How to use research to understand your focus

Key Highlights

[01:58] Why Jeremy loves the Peacock Mantis Shrimp

[06:16] How Jeremy ended up founding a research firm

[08:58] What Attest does

[12:48] The Tesla of marketing

[17:01] Differentiating your brand outside of purpose

[19:19] The demographic breakdown

[21:55] How social media plays a role

[27:45] Consumer thoughts on brands' response to the pandemic

[35:05] An experience that defines Jeremy

[38:18] Jeremy's advice to his younger self

[39:09] What marketers should be learning more about

[41:38] The brands and organizations Jeremy follows

[44:08] The biggest threat or opportunity for marketers

Resources Mentioned:

Follow the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Hosted on Acast. See acast.com/privacy for more information.

Previous Episode

297: Integrating Conversational Marketing into the Buyer Journey with Mark Kilens

Mark Kilens is the VP of Content and Community at Drift where he oversees content, creative projects, events, teams, and much more. He also oversees the Drift community and Drift Insider–which has about 45,000 members today–as well as their two biggest events, Rev Growth and Hyper Growth.

In this episode, Alan and Mark break down Drift's 2021 State of Conversational Marketing report. They also talk about what conversational marketing is, how Drift approaches it, and how marketers need to think about conversation as they build their marketing and sales enablement functions.

Later in the interview, Alan and Mark discuss how Drift is a unique brand and also how Mark sees content service and education actually helping to drive their marketing efforts. Listen to the full conversation to hear more about how to implement a holistic conversational strategy for marketing and sales. What's part of the secret sauce? The buyer should be at the center of everything you do.

In this episode, you'll learn:

The state of conversational marketing
The importance of focusing on the buyer
How to use AI efficiently in your sales journey

Key Highlights [01:38] Mark invented a snow-making machine

[04:11] Mark's path to becoming VP of Content and Community

[07:09] The State of Conversation Marketing report

[09:36] The need to use digital marketing tools and techniques

[13:00] Why you should keep the buyer at the center

[17:14] What marketing looks like in the conversational commerce

[21:00] Showing your personality through AI

[24:41] Why Drift cares about investing in content

[28:12] How content education plays into the lifecycle of a customer

[32:21] An experience that makes Mark who he is today

[34:21] Mark's advice to his younger self

[35:37] What marketers should be learning more about

[39:50] The brands and organizations Mark follows

[41:24] The biggest threat and opportunity for marketers

Resources Mentioned:

Follow the podcast:

Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)

Hosted on Acast. See acast.com/privacy for more information.

Next Episode

299: Tackling Complex Business Problems with Boeing’s Ed Dandridge

Ed Dandridge is the Senior Vice President and Chief Communications Officer at the Boeing Company. In this role, he serves on the executive council and oversees all aspects of Boeing's communications.

In this episode, Alan and Ed discuss the many executive roles he has had in the past. They also discuss what attracts him to challenging the assignments like AIG after the financial crisis, or Boeing after the CEO transitions, as well as the max airplane challenges that the company has gone through.

Listen to the full conversation to learn more about how Ed tackles complex business problems and how empathy is a key characteristic of diplomacy.

In this episode, you'll learn: