Hosted by James Lawrence - Co-Founder of Rocket Agency and B&T Marketer of the Year finalist, each episode features candid conversations with marketers, leaders and innovators on what’s really working in today’s fast-changing landscape. This is the definitive podcast for Australian Marketers.
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113. James Hurman on Building Future Demand: Creativity, Brand and Escaping the ‘Performance Trap’
Saison 5 · Épisode 113
mardi 30 juin 2026 • Durée 39:20
Most marketers are under pressure to deliver results fast. But when all of the focus goes into capturing demand that already exists, businesses eventually limit their ability to grow. Sustainable growth comes from balancing the customers ready to buy today with those who will enter the market tomorrow.
In this episode, James Lawrence sits down with marketing effectiveness expert, entrepreneur and author James Hurman to unpack the ideas behind his new book, Future Demand. Together, they explore why so many businesses fall into the performance trap, what future demand actually means, why creativity remains one of marketing's most powerful growth levers, and how marketers can better communicate the value of long-term investment to CEOs, CFOs and boards.
Why businesses that focus only on short-term performance eventually hit a growth ceiling
The ‘performance trap’ and how marketing teams unintentionally create it
The role creativity plays in capturing the attention of future buyers
Why marketers need to become better at communicating marketing's value internally
Practical ways to build support for long-term marketing investment across leadership teams
How companies can gradually shift from performance-only marketing to a more balanced growth strategy
Guest:
James Hurman is one of the world’s leading experts on marketing and advertising effectiveness. A former strategic planner, James has won more than 50 advertising effectiveness awards and was named the world’s number one strategic planning director in 2013. He is the co-founder of Tracksuit, Senior Advisor at Lions Advisory, Program Director of the Master of Advertising Effectiveness and author of Future Demand.
112. State of the Pitch 2026 - How To Find The Right Agency Partner w. TrinityP3’s Darren Woolley
Saison 5 · Épisode 112
mardi 16 juin 2026 • Durée 49:13
Few decisions have a bigger impact on marketing performance than choosing the right agency partner. Yet according to TrinityP3's latest State of the Pitch Report, many pitch processes are still creating frustration on both sides of the table. Agencies invest significant time and resources into pitches, while marketers often struggle with unclear scopes. More than anything, this leads to relationships starting on the wrong foot before a contract is even signed.
In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host James Lawrence sits down with TrinityP3 Founder and CEO Darren Woolley to unpack the findings from the 2026 State of the Pitch report. Together they discuss why some pitch processes consistently underperform and what marketers can do to build stronger, more productive agency relationships from the very beginning.
The biggest findings from TrinityP3's 2026 State of the Pitch report
Why agency dissatisfaction with pitch processes remains stubbornly high
The impact poor pitch management can have on agency performance and marketer reputation
Why defining scope of work remains one of the biggest challenges in agency selection
How AI and changing agency pricing models are increasing the importance of better scoping
The ideal number of agencies to involve in a competitive pitch process
When marketers should pitch, and when alternative approaches may deliver better outcomes
The role procurement should play in agency selection and where it often goes wrong
How marketers can create stronger agency relationships before a contract is even signed
Best-practice feedback, communication and transparency throughout the pitch process
Guest:
Darren Woolley is considered a thought leader on all aspects of marketing management - a problem solver, negotiator, mentor, Founder & Global CEO of TrinityP3, industry commentator, podcaster and author. He is also an ex-chair of the Australian Marketing Institute, an ex-president of the Melbourne Advertising and Design Club, ex-medical scientist and ex-creative director.
111. LinkedIn B2B Institute’s Ty Heath on Why the Best B2B Marketing Is Contrarian
Saison 5 · Épisode 111
mardi 2 juin 2026 • Durée 47:14
Episode Description:
Most marketers are keen to try the new shiny tactic, but what if the biggest B2B marketing opportunities come from understanding what doesn’t change?
In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host, James Lawrence, sits down with Ty Heath, Global Thought Leadership Lead at LinkedIn and co-founder of the LinkedIn B2B Institute, to explore the marketing principles that continue to drive growth in an increasingly complex world. Drawing on LinkedIn’s research and the B2B Institute’s latest work, Ty unpacks why brand remains one of the most powerful growth drivers in B2B and why many marketers are focusing on the wrong signals.
Why the best marketers focus on what doesn't change rather than chasing every new trend
The contrarian marketer framework and how to find growth opportunities others overlook
Why buyers often create a shortlist before entering the market, and what that means for brand building
The 95/5 rule and why long-term brand investment remains critical for B2B growth
The "sea of sameness" problem and how brands can build stronger distinctiveness
The dangers of over-segmentation and the role of category entry points in reaching more buyers
Hidden buyers: who really influences B2B purchasing decisions beyond the obvious stakeholders
The sales and marketing alignment gap and what businesses can do to close it
Guest:
110. AI Search In Australia: Google, ChatGPT & The New Rules Of Visibility w. Rocket Agency's Joe Alder
Saison 5 · Épisode 110
mardi 19 mai 2026 • Durée 43:23
Episode Description:
Is Google losing ground? How much traffic are tools like ChatGPT really driving? And what does visibility look like when answers increasingly happen inside AI platforms instead of on your website? In this episode, Host James Lawrence sits down with Rocket’s Head of SEO & GEO, Joe Alder, to unpack what’s actually happening inside AI search in Australia right now.
Drawing on Rocket’s latest GEO research across more than 150 Australian businesses and over one million data points, they explore how platforms like ChatGPT, Google AI Overviews, Gemini and Perplexity are reshaping visibility, influence and digital measurement for brands, and what marketers should focus on next.
Why Google search traffic is declining even while total search activity continues to grow
How AI Overviews are impacting click-through rates for brands ranking in top Google positions
What Rocket’s research revealed about the overlap between Google rankings and ChatGPT visibility
Why ChatGPT influences purchasing decisions far beyond the traffic it directly sends to websites
The growing importance of brand perception inside large language models
Why AI search optimisation requires a different approach to traditional SEO
The technical website issues preventing many brands from appearing in AI search results
What types of content are performing best inside large language models
Why authority, citations and off-site brand signals matter more than ever in AI search
The metrics marketers should actually be tracking to measure AI search performance
Guest:
Joe Alder is Rocket’s Head of SEO & GEO and one of Australia’s leading voices on the evolving AI search landscape. He has worked closely with Australian brands to help them navigate the shift from traditional search to AI-driven discovery, combining deep technical expertise with practical strategies for improving visibility across platforms like ChatGPT, Google AI Overviews and Gemini.
109. Marketing Mix Modelling: What It Is, Why It Matters & Where AI Fits In w. Mutinex’s Henry Innis
Saison 5 · Épisode 109
mercredi 6 mai 2026 • Durée 28:16
Episode Description:
As attribution becomes less reliable and marketing teams face more pressure to prove what drives growth, marketing mix modelling is becoming a popular way to understand the full commercial picture behind marketing performance.
In this episode, James Lawrence speaks with Henry Innis, CEO and co-founder of Mutinex, about how modern MMM can help marketers move beyond channel-level reporting and last-click attribution. Henry explains why media alone rarely tells the full story, how variables like pricing, promotions, competitor activity, economic shifts and brand equity influence results
Key Takeaways:
Why Marketing Mix Modelling is becoming more important as attribution signals weaken
How MMM helps marketers understand growth beyond media performance alone
The role of external factors like weather, CPI, fuel costs and competitor spend in performance
How modern MMM can support faster, more confident decision-making
How AI is reducing the effort required to structure data, run models and generate insights
Why brand activity can contribute to both short-term sales and long-term memory effects
Why siloed measurement often leads to siloed execution
How marketers can use MMM to think more like capital allocators than channel operators
Guest:
Henry Innis is the CEO and co-founder of Mutinex, a marketing measurement company helping brands improve growth decisions through modern Marketing Mix Modelling. Mutinex’s Growth OS platform brings together media, pricing, promotions, brand and external market factors to help organisations understand what is really driving business performance. Henry offers a practical perspective on marketing effectiveness, attribution, AI and how measurement is evolving for modern growth teams.
108. How to Get the Most Out of Your Agency w. Neon Ambition’s Jordan Slover
Saison 5 · Épisode 108
mardi 21 avril 2026 • Durée 38:20
Episode Description:
What does a great agency relationship actually look like when pressure on marketing performance has never been higher? As budgets tighten and expectations rise, the difference between an average agency partnership and a high-performing one often comes down to how well both sides work together, not just what’s delivered.
In this episode, Host James Lawrence sits down with Jordan Slover, founder of one of the fastest-growing agencies in the US, Neon Ambition, to unpack what it really takes to get the best out of your agency partners. Drawing on years of experience on both the agency and client side, they explore the habits, behaviours and expectations that separate strong, results-driven relationships from the ones that quietly fall apart.
Key Takeaways:
Why agreeing on clear goals and KPIs upfront sets the foundation for better performance
How feedback, both positive and constructive, shapes stronger agency output over time
What separates a true partnership from a transactional client-agency relationship
The role of trust, and why over-directing your agency can limit results
How transparency from the client side leads to better decision-making and outcomes
Why consistent communication (without micromanaging) keeps things moving forward
The importance of staying involved, even when you’ve outsourced execution
How small human factors (respect, empathy, rapport) impact performance more than you think
Guest:
Jordan Slover is the founder of Neon Ambition, a US-based digital agency specialising in paid media, SEO and content marketing. With a background at Google and experience working across international markets, Jordan brings a practical, grounded perspective on how agencies and clients can work better together to drive meaningful results.
107. What Australian Influencer Research Says About Creator Marketing in 2026 w. Impact Agency’s Trish McGee
Saison 5 · Épisode 107
mardi 7 avril 2026 • Durée 29:06
Episode Description:
How should Australian marketers adapt their approach to influencers and content creators as algorithmic changes, platform shifts and changing audience expectations reshape the landscape?
Host James Lawrence sits down with Trish McGee, Group Account Director at Impact Agency, to unpack the findings of Impact's 2026 Influencer Pulse Check, Australian research that goes straight to the source, surveying local content creators from micro to mega. From platform preferences and AI concerns to what good measurement looks like, this is a valuable listen for any marketer working in or considering the influencer space.
Key Takeaways:
Why authenticity and long-term partnerships remain the foundation of effective influencer marketing
How creators are using AI, and why they're cautious about brands that rely on it too heavily
Which platforms creators prefer for paid collaborations versus organic content
Why giving creators genuine creative control leads to better outcomes, and why it's harder than it sounds
How measurement is evolving beyond reach, with saves, shares and quality comments becoming stronger indicators of success
Why white-listing is still meeting resistance from creators
Where Australia sits in the global influencer landscape, and why there's still significant room to grow
Trish McGee is Group Account Director at Impact Agency, a full-service communications agency headquartered in Sydney. Trish leads client strategy and partnerships while overseeing Impact's Victorian presence. She was a key driver behind the 2026 Influencer Pulse Check, which surveys Australian content creators across all tiers on how they're navigating AI, changing algorithms, brand partnerships and the road ahead.
You can follow Trish on .
106. Digital Marketing in Australia in 2026 - Your Questions Answered w. Rocket Agency's Top Experts
Saison 5 · Épisode 106
mardi 24 mars 2026 • Durée 52:48
Episode Description:
What would great marketing look like in Australia this year, especially when the rules are changing faster than most teams can keep up? In this episode, Rocket Agency’s top experts unpack the biggest shifts shaping digital marketing in 2026, from AI search and zero-click behaviour to rising costs, evolving content expectations and the growing importance of creative.
Host James Lawrence discusses marketers’ most pressing questions with Mariano Di Lascio (Head of Digital), Joe Alder (Head of SEO), Leesa Mealing (Digital Creative Lead) and David Lawrence (MD). What follows is a practical, honest look at what’s working, what’s not and where marketers should be focusing next.
Key Takeaways:
Key trends shaping the Australian marketing landscape this year
If zero-click search continues to grow, how should marketers measure SEO success differently?
With AI-generated content flooding the internet, what does “good” content look like now?
One AI use case that’s genuinely delivering ROI?
With CPCs rising and competition intensifying, what are the first three levers you’d pull before increasing budget?
If you’re leading marketing in 2026, what are you actually automating with AI, and what are you deliberately keeping human?
LinkedIn for B2B: are most brands under-investing in creative, targeting, or measurement?
Is the funnel broken or are marketers just running the same message at every stage?
If you’re a lean team with limited budget, what’s the one channel and one capability you would prioritise this year?
With Meta and Google controlling audience data, how much should brands invest in building owned channels right now?
… and more pressing questions.
Guests:
Mariano Di Lascio leads a team of outstanding marketers at Rocket Agency across paid search and paid social channels. Together with the team, he has won some outstanding awards for client campaigns, including Best Integrated Campaign at APAC Search Awards, Best Integration of Search into Cross-Channel Marketing at Search Engine Land Awards and Best Integrated Campaign at Semrush Awards.
105. Building a Standout Brand in a “Boring” Category w. Cleancorp’s Lisa Macqueen
Saison 5 · Épisode 105
mardi 10 mars 2026 • Durée 41:44
How do you market an ‘unglamorous’ business where your category doesn’t sell itself? And what does it take to build a brand that people trust and remember when your offering is not something buyers get excited about?
Host James Lawrence sits down with Lisa Macqueen, CEO of Cleancorp, to unpack how she’s built one of Australia’s most respected service brands in one of the most commoditised categories there is - commercial cleaning. From personal branding and LinkedIn content that genuinely resonates, to building trust at scale through culture and customer experience, this conversation is a masterclass in doing the fundamentals exceptionally well.
Key Takeaways:
How to build brand influence in a “boring” industry where buyers see the service as a grudge purchase
Why founder-led LinkedIn content can become one of the most effective marketing channels in B2B
What happens when you deliberately position your brand differently from the rest of your category
Why putting people at the centre of your marketing can strengthen both culture and client relationships
The role authenticity plays in building trust with prospects before a sales conversation even begins
How modern buyers research suppliers before they ever contact a company
Why curiosity and experimentation are becoming essential traits for marketers in a fast-changing landscape
Guest:
Lisa Macqueen is the CEO of Cleancorp, a national commercial cleaning business servicing some of Australia’s most recognisable brands. With a background in sales and marketing across global hotel and resort businesses, Lisa brought a fundamentally different mindset into an industry long defined by commoditisation.
Under her leadership, Cleancorp has grown into a people-first, values-led organisation, earning B Corp certification, national recognition as one of Australia’s best places to work and a reputation for doing things differently. Lisa is also a LinkedIn Top Voice, using her personal platform to share candid insights on building meaningful brands in unexpected places.
104. B2B Marketing in 2026: Changing Buyer Groups, AI Search, Digital-First Audiences and More w. Green Hat’s Stuart Jaffray
Saison 5 · Épisode 104
mardi 24 février 2026 • Durée 36:49
If most B2B buyers already know who they’re going to choose before they even speak to sales, what does that mean for your B2B marketing strategy?
In this episode of the Smarter Marketer Podcast, James Lawrence sits down with Stuart Jaffray, Managing Director of Green Hat, to unpack the latest findings from the APAC B2B Buyer Journey Research Report. With data from over 800 buyers across the region, the message is clear: the rhythm of B2B buying has changed under the current economic and technological conditions.
What happens before a buyer speaks to sales, and why that’s where most decisions are actually made
Why “demand generation” might really just be demand capture
The changes in buying group size and timing, and what’s driving it
How AI is accelerating first contact, even as buyers try to self-serve
What a Millennial and Gen Z-led buying committee expects from your content
Why ungating content is uncomfortable but increasingly necessary
The one metric revenue teams should prioritise over MQLs
Guest:
Stuart Jaffray is the Managing Director of Green Hat, a specialist B2B marketing agency operating across the APAC region. He’s spent his career working at the intersection of brand, demand and revenue, helping complex organisations align marketing and sales around how buying decisions actually get made. Previously he has steered strategy and growth at global advertising giant Starcom and shaped premium brand experiences at BMW Australia, bringing a deep understanding of customer behaviour, brand positioning and commercial impact.
With this blend of big-brand marketing and agency-led demand acceleration, Stuart brings a commercial and strategic lens to B2B growth.
Tyrona Heath leads global thought leadership at LinkedIn Marketing and is the co-founder of LinkedIn’s B2B Institute. She is also a board member of the American Advertising Federation and a leading voice in B2B marketing effectiveness. Through LinkedIn’s research and partnerships with leading marketing thinkers and institutions, Ty helps marketers make clearer, evidence-based decisions about brand, memory, creativity and growth.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
Joe Alder is an award-winning SEO expert and has driven organic growth for global brands like Amazon, Coca-Cola, ANZ and Dulux through innovative strategies and data-driven insights. With over 20 industry award nominations, Joe is recognised as a leader in the field.
Leesa Mealing is the Digital Creative Lead at Rocket, bringing over 15 years of experience across creative direction, art direction and design. She blends big-picture thinking with hands-on execution, shaping concepts while staying close to the work. Her background spans everything from branding and packaging to UI/UX, content and campaign production, and she’s just as comfortable leading a shoot as she is refining the details on screen.
David Lawrence is the MD and Co-Founder of Rocket, an award-winning Australian full-service digital marketing agency. He is also the co-author of the Amazon #1 best-selling marketing book, Smarter Marketer. David has presented at several events, including Inbound Boston, Search Marketing Summit, Mumbrella360, CEO Institute, and various seminars and in-house sessions.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.
