James Lawrence, co-founder and director at Rocket Agency
The Smarter Marketer podcast is an initiative I launched a few months ago, given the lack of localised expert content for Australian marketers in our industry.
In my weekly podcast, I sit down with local experts and global authorities to discuss latest trends, best resources and tactical marketing advice on how Australian marketers can become more successful in their careers.
Smarter Marketer ranked #1 in its first week of launch on Apple Podcasts in the Marketing category.
Here are five pieces of valuable marketing advice straight from the Smarter Marketer microphone.
1. “Hit the numbers before taking the big swings.” - Global CMO, Ryan Bonnici
Ranked in Forbes World’s Most Influential 50 CMOs list, Ryan Bonnici is familiar with the benefits of taking career risks. “I can’t stand the term best practice,” Ryan says. “It just means everyone else is doing it.”
After going from marketing leadership roles in Australia to two global CMO roles in the US at companies including Microsoft, Salesforce, Hubspot and G2, he’s noticed that a willingness to be different can generate positive attention and more opportunities to showcase your results.
But healthy risk taking requires a solid foundation. It’s impossible to think creatively if you’re struggling with your key metrics. “Meet your numbers then take some big bets,” Ryan advises.
2. “Marketing and sales are no longer a specialist’s game.” - sales coach, Dean Mannix
“Marketers need to get more excited about conversion and what happens at the other end of the funnel,” says Dean Mannix, Australia’s leading sales coach and CEO of SalesITV.
Even though businesses rely on the alignment between marketing and sales, it can be difficult to encourage mutual objectives and healthy dialogue between these two functions.
To resolve this problem, Dean leans into basic psychology. “There are four things that drive a higher level of interdependent support between two teams,” Dean explains. “Similarity, exchange, praise and admiration.”
3. “Ask your SEO agency the right questions.” - SEO expert, Jordan Slover
Founder of US-based SEO Agency Neon Ambition, Jordan Slover, knows the red flags to look out for during an SEO agency pitch.
To avoid partnering with an SEO agency that hides behind jargon, vague promises and long timelines, Jordan Slover emphasises the importance of asking the right questions.
“The devil is really in the details,” Jordan says. “How many blog posts [is the SEO agency] doing?... How many backlinks are they telling you they’re going to build each month?”
If your direct questions don’t generate a direct response, you may need to direct your business elsewhere.
4. “An effective marketing strategy is informed by today, not yesterday or tomorrow” - marketing strategist, Ashton Bishop
Award-winning coach and Step Change CEO Ashton Bishop helps businesses all around the world build informed, actionable strategies.
“A lot of businesses don’t actually do strategy but they pretend they do,” Ashton says, pointing out that too many companies conflate strategies with objectives.
In his experience, a good strategy must be driven by context, opportunities and challenges. After all, the biggest mistakes in marketing and business don’t arise from incompetency but from “applying a previously sound concept to a changed context.”
5. “Hire for the head, heart and briefcase” - marketing recruitment specialist, Alicia Lykos
Founder of the Red Wolf Group Alicia Lykos views recruitment as examining the applicant’s head (cognitive ability), heart (values) and briefcase (experience). Depending on the role, recruiters will prioritise certain characteristics over others.
It’s easy to see the briefcase when it’s open on the hiring table, but how do you determine the head and heart?
“Ask them a question about originality and see what they say,” Alicia says. “It’s a great question for seeing people.”