Episode 6 - Authenticity in Marketing & Why Marketers Are Overlooked
05/20/20 • 31 min
In this episode, Paul talks to Kate Owen, Director of Industry and Key Account Marketing at Capita. Kate has held senior, global marketing roles for 20 years for companies including Thomson Reuters and the NHS.
Kate calls out the need for marketing to be more authentic and personalised and how many B2B organisations still fail to leverage marketing technology, automation and account based management to connect with customers. Kate is very authentic herself and shares her thoughts on how brands should be more human and helpful during COVID-19.
Kate also talks lucidly about why marketers are often "over-looked" for the more strategic, commercial discussions around the board table. Kate then makes her own personal commitment on what she pledges to do differently herself. Tune in to find out what!
In this episode, Paul talks to Kate Owen, Director of Industry and Key Account Marketing at Capita. Kate has held senior, global marketing roles for 20 years for companies including Thomson Reuters and the NHS.
Kate calls out the need for marketing to be more authentic and personalised and how many B2B organisations still fail to leverage marketing technology, automation and account based management to connect with customers. Kate is very authentic herself and shares her thoughts on how brands should be more human and helpful during COVID-19.
Kate also talks lucidly about why marketers are often "over-looked" for the more strategic, commercial discussions around the board table. Kate then makes her own personal commitment on what she pledges to do differently herself. Tune in to find out what!
Previous Episode
Episode 5 - Unpacking ISBA Programmatic Report
Hot on the heels of ISBA and PWC releasing their groundbreaking study on the programmatic supply chain, reported in the FT, Marketing Week and trade press, I talk to the two guys that led the study to dig deeper in to their findings and the implications.
Steve Chester, Director of Media and Sam Tomlinson, Partner of PWC tell me why it took 15 months to get the necessary access to data, why only 12% of impressions could be matched and unpack the headline stats around 1/3 of costs being unattributed.
We discuss the value of programmatic, the need for education, implications for marketers, potential solutions and the rally cry for the whole industry to collaborate.
Next Episode
Episode 7 - Re-imagining Creative for a "Digital 1st" World
In this episode, Paul takes a look at the disruption impacting the creative landscape. Paul talks to Gerard Keeley, co-founder of Vidsy, a creative technology startup and creator community built for brands, not agencies. Gerard's reset is on the mindset around creating for digital and helping marketers develop more strategic and agile frameworks for creating content for platforms like TikTok, You Tube and FB/Instagram.
In this conversation, Paul and Gerard talk about what is broken with the creative process for digital, whether traditional creative agencies have a future and how technology can deliver better, cheaper and faster creative output. Gerard also talks about a near-term future where brands will in-house creative strategy and production and how technology can overcome the deep-rooted diversity issues within the creative community.
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