Sleeping Barber - A Marketing Podcast – Details, episodes & analysis

In this post-pod, Marc Binkley and Vassilis Douros reflect on their conversation with David and their collective experiences at Cannes. They discuss the evolving landscape of marketing, the tension between data-driven strategies and the fast-paced media environment, and the importance of long-term campaigns. They explore the role of AI in marketing and the significance of creative strategies, while also highlighting the evolution of the Cannes festival into a global marketing ecosystem.

We hope you enjoy this show!

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Chapters

00:00 - Post-Cannes Reflections

01:38 - The Tension Between Data and Media

04:52 - Long-Term Campaign Strategies

09:12 - Redefining Campaigns

10:33 - The Hum and the Beats of Marketing

12:21 - The Power of AI in Marketing

14:55 - The Evolution of Cannes Festival

In this conversation, Vassilis Douros and David Tiltman discuss the evolution of the Cannes Lions Festival, highlighting its growth and the dual nature of the event (The festival within the festival), which encompasses both creativity and marketing effectiveness. They explore the importance of connecting creativity with commercial frameworks, the impact of AI on marketing, and the significance of craft in advertising.

The discussion also touches on the American marketing landscape and the future of Lions Intelligence, emphasizing the need for effective communication in marketing strategies.

We hope you enjoy the show!

Our Guest:

David Tiltman

Chief Content Officer, WARC; SVP Content, LIONS Intelligence

https://www.linkedin.com/in/david-tiltman-5a2a6614/

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Episode Takeaways:

• Cannes Lions has evolved significantly since 2008, becoming a major global marketing event.
• The festival includes both a core event and a vibrant fringe, offering diverse experiences.
• Creativity must be linked to commercial effectiveness in today's marketing landscape.
• The rise of AI is reshaping how marketers approach creativity and effectiveness.
• Craftsmanship in marketing is essential and cannot be easily automated.
• The American marketing landscape is sophisticated but has its challenges.
• The Multiplier Effect highlights the importance of effective marketing strategies.
• Marketers need to communicate effectiveness in relatable terms to a broader audience.
• The tension between best practices and market trends is a significant challenge.
• Lions Intelligence aims to provide valuable insights and tools for marketers.

Chapters

00:00 - Introduction

00:58 - The Evolution of Cannes Festival

03:48 - Experiencing the Fringe and Spontaneity

05:55 - Making Effectiveness Entertaining

07:54 - Balancing Creativity and Effectiveness

09:45 - The Shift in Festival Programming

11:48 - The Multiplier Effect and Industry Response

14:24 - Emerging Trends and Frameworks

16:10 - The Evolving Landscape of Marketing Practices

18:40 - Navigating the Creator Economy and Brand Recognition

21:30 - The Craft of Marketing: Balancing Creativity and Consistency

22:46 - American Marketing: Insights and Challenges

27:34 - Introducing Lions Intelligence: A New Era in Marketing Research

In this episode of the Sleeping Barber Podcast, Marc and Vassilis delve into the importance of brand tracking and creative marketing in today's performance-driven landscape.

To help them dive into this topic, they host Connor Archbold and Matthew Herbert, co-founders and co-CEOs of Tracksuit.

Together they discuss the evolution of performance marketing, the impact of cookie deprecation on measurement, and the necessity of connecting brand and performance marketing.

The episode highlights the importance of education on marketing effectiveness principles and the shift toward long-term brand building in the industry and so much more.

This is an episode you do not want to miss!

Enjoy the show.

Our Guests

Connor Archbold, Co-Founder and Co-CEO, Tracksuit

https://www.linkedin.com/in/connor-archbold/

Matt Herbert, Co-Founder and Co-CEO, Tracksuit

https://www.linkedin.com/in/herbertmattj/

Follow our updates here: ⁠⁠

https://www.linkedin.com/company/sleeping-barber/⁠⁠

https://www.sleepingbarber.ca

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

Timestamps:

00:00 - Introduction to Brand Tracking and Creative Marketing

03:08 - The Evolution of Performance Marketing

06:02 - Founders' Journey: From Law to Brand Tracking

09:04 - The Impact of Cookie Deprecation on Measurement

12:07 - Connecting Brand and Performance Marketing

14:54 - The Role of Awareness in Brand Success

17:55 - The Importance of Creative in Marketing

20:59 - Building Brand Awareness as a Startup

24:09 - Navigating Investor Expectations in Marketing

26:52 - The Shift Towards Long-Term Brand Building

30:09 - Marketing Effectiveness Principles and Their Relevance

32:46 - The Future of Marketing: Creativity and Technology

36:09 - The Awareness Advantage: Insights from Reports

48:07 - The Importance of Brand Awareness

54:54 - Nike's Brand Strategy and Market Positioning

01:00:52 - The Role of Emotion in Advertising

01:06:04 - The Cost of Dull Advertising

01:16:04 - Aligning Brand Strategy with Investor Expectations

This week on the Sleeping Barber Podcast, we have Emmanuel Probst, ⁠Global Lead - Brand Thought Leadership @ Ipsos and author of "Aseemblage." Join us as we delve into the thought process behind his latest book; we also discuss the need for brand managers to co-create with customers, analyze real-life brand case studies like Vaseline and Bud Light, and explore how brands can promise and deliver the right experience to their customers. 

We also spend some time understanding the secret recipe of building a brand for longevity and learning what skills are needed to become a great "master blender." 

Enjoy the show. 

Our Guest

 --------------------------- 

Emmanuel Probst  https://www.linkedin.com/in/emmanuelprobst 

Global Lead - Brand Thought Leadership @ Ipsos 

Our Hosts 

--------------------------- 

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ 

Get in touch with our hosts: 

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠ 

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 

Podcast Literature: 

--------------------------- 

Assemblage https://www.amazon.ca/Assemblage-Art-Science-Brand-Transformation/dp/1646871251 

Peter Field Rebuttal to results of Purpose Led Brands https://www.thedrum.com/news/2021/10/25/peter-field-hits-back-hysterical-brand-purpose-critics-read-his-letter-full 

Mark Ritson Good Purpose, Bad Purpose https://www.marketingweek.com/mark-ritson-good-purpose-bad-purpose/  

LinkedIn B2B Institute & Roger Martin’s Promise to the Customer (PTTC) https://business.linkedin.com/marketing-solutions/b2b-institute/making-a-promise-to-the-customer  

Bud Light Launches new ad after Transgender commercial ⁠https://www.cbsnews.com/news/bud-light-releases-new-ad-following-dylan-mulvaney-controversy/⁠ 

Vaseline Slugging https://www.nytimes.com/2022/02/11/business/vaseline-slugging-tiktok.html   

Barbie Launches Career Dolls https://www.ctvnews.ca/business/barbie-turns-60-with-career-dolls-role-models-like-tennis-pro-naomi-osaka-1.4328515 

Timestamps: 

--------------------------- 

0:44 - Emmanuel Probst Intro 

2:14 - Assemblage, an analogy between wine making and brand building  

6:35 - Why brand managers need to co-create with customers 

9:18 - CoCreation example: Vaseline #Slugging 

13:02 - Monitoring brand signals and separating the noise 

17:04 - What brand managers can learn from the James Bond franchise  

21:02 - Bud Light’s missteps and road to recovery 

28:55 - Many new marketing leaders make this same mistake  

34:11 - Brands can’t just make a promise, they have to deliver the experience 

36:54 - Brand purpose vs. personal relevance  

40:02 - Building for brand longevity 

44:52 - A buyer’s category entry point can change but the brand’s assets shouldn’t 

51:37 - The skills needed to be a great master blender for brands 

55:09 - Post Pod with V & Marc   

Where to listen

--------------------------- 

Apple Podcasts: ⁠https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324⁠ 

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠ 

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC 

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2023 Sleeping Barber

The topic on everyone's mind is AI, and we decided to jump into the conversation as well. Whether you're an enthusiast or a skeptic, there's no denying AI's significant impact on our world. We're privileged to have Craig Hainey, Head of Ventures at AltaML, and Darby Sieben, Chief Product Officer at Unbounce, join us to navigate the labyrinth that AI is. 

Our discussion spans a range of topics, from debunking common AI myths to exploring how UX catalyzes adoption, among others. Most importantly, rest assured humanity is not at risk! Enjoy the show. 

Our Guests 

--------------------------- 

Craig Haney - https://www.linkedin.com/in/craigahaney/ Head of Ventures @ AltaML 

Darby Sieben - https://www.linkedin.com/in/darbysieben/ Chief Product Officer at Unbounce and Investor 

Our Hosts

 --------------------------- 

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ 

Get in touch with our hosts: 

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ ⁠⁠

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ 

Podcast Literature: 

--------------------------- 

Tristan Harris and Aza Raskin Co-Founders of the Centre for Humane Technology discuss The AI dilemma https://www.youtube.com/watch?v=cB0_-qKbal4 

Reasons why AI startups will fail (Darby’s post) https://www.linkedin.com/posts/darbysieben_99-of-ai-startups-are-going-to-fail-what-activity-7071506492394242048-BSKI 

AI Hype Cycle is Distracting Companies https://hbr.org/2023/06/the-ai-hype-cycle-is-distracting-companies 

How Generative AI can Augment Human Creativity https://hbr.org/2023/07/how-generative-ai-can-augment-human-creativity 

Timestamps: 

--------------------------- 

0:45 - Intro to Craig Hainey from AltaML and Darby Sieben from Unbounce 

1:39 - AI is will not be the death of humanity 

2:35 - Artificial Intelligence (AI) is NOT Artificial General Intelligence (AGI) 

6:18 - What’s creating the hype for AI 

8:01 - How UX is fueling adoption 

10:17 - What makes AI different from a trend like PokemonGo, Segway, and Alexa voice search 

16:27 - What sectors can’t use AI? 

19:30 - Why are some companies aren’t going all in on AI 

24:25 - The intersection of a company’s Big Data and Machine Learning (ML) 

25:48 - The challenge of the ChatGPT hype cycle 

32:21 - What are the risks to enterprises and how to mitigate them 

39:50 - How Unbounce uses AI for landing page conversion rates 

42:49 - How AltaML uses AI for clients and what they’re looking for in partners 

46:55 - The new job opportunities with AI 

49:00 - Sylvester.AI: A use case for monitoring cat health 

51:50 - How intrapreneurs can use AI to help their company innovate 

1:04:10 - Post Pod with V and Marc 

Where to listen 

--------------------------- 

Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324

Spotify: ⁠⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠⁠

Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC 

Youtube: https://www.youtube.com/@sleepingbarberpodcast 

© 2023 Sleeping Barber

Spurred by a class assignment, our hosts Marc and Vassilis engage in a riveting discussion, debating whether personas truly enhance segmentation and enrich a marketer's targeting strategy or if they add layers of unnecessary complexity. Analyzing real-world examples and reflecting on their personal experiences, they delve deep into the merits and pitfalls of using personas in marketing, offering a nuanced perspective on their validity.

Enjoy the episode!

____________

The Sleeping Barber Podcast:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

• Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠
• Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

________________

Sources

• Why Personas are more important than ever https://www.forbes.com/sites/forbesagencycouncil/2021/12/02/why-buyer-personas-are-more-important-than-ever-for-facebook-advertisers/
• The customer persona is dead! https://business.adobe.com/blog/basics/the-customer-persona-is-dead-long-live-the-customer-profile
• SEM Rush https://www.semrush.com/blog/market-research-guide/ 
• 7 Common Mistakes in Building Marketing Personas https://rockcontent.com/blog/buyer-personas-mistakes/
• Ditching marketing personas for Marketing Science https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0 
• Only crap marketers mistake stereotypes for market segments https://www.marketingweek.com/mark-ritson-stereotypes-segmentation/
• Personas are worthless for marketing https://articles.data.blog/2021/06/16/matt-lerner-says-personas-are-worthless-for-marketing/
• B2B category entry points https://business.linkedin.com/content/dam/me/business/en-us/amp/marketing-solutions/images/lms-b2b-institute/pdf/b2bi-cepinb2b-final.pdf

________________

Timestamps

• 0:49 - Setting up the theme - Do personas still make sense? 
• 6:03 - What is a marketing persona, and how to create one? 
• 8:07 - What is the point or value of a persona? 
• 9:30 - Do you have to use demos, behaviours and gender to create personas? 
• 12:39 - Do you always need a persona for an effective targeting strategy?
• 15:45 - Marketing personas versus buyer needs
• 20:30 - The importance of targeting personas that represent a segment
• 22:14 - The key to making a persona useful
• 23:10 - How the persona can become strategic for a business
• 28:57 - Do you need personas for in every stage of a company’s lifecycle?
• 31:51 - How many personas are too many? 
• 33:00 - Connecting personas to strategic business objectives
• 34:05 - The 5 dangers of personas
• 40:32 - To persona or not to persona?
• 43:47 - Personas in B2B 
• 46:18 - The takeaways on personas

____________

Where to listen

• Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
• Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b⁠
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
• Youtube: https://www.youtube.com/@sleepingbarberpodcast

© 2023 Sleeping Barber

In today's episode, we're joined by Jennifer Riel, Head of Global Strategy at IDEO. We dig deep into the importance of continual learning, the discipline required to make great choices, and the crucial lens for strategic monitoring while underlining the limited value of relying solely on historical data.

Jennifer also highlights the issue of investors' short-term obsession, how to diagnose bad strategy and the significance of annual strategic planning. Using the BlackBerry case study, we examine strategic decision-making during crises and the indicators signalling a need for strategic shifts. The episode wraps with an in-depth discussion on talent strategy in today's hybrid work culture and the age-old question: is a poor strategy, if well executed, preferable? Stay tuned for a lively Pod-pod session with V and Marc to reflect on these insights and more.

____________

Our Guest: Follow Jennifer Riel: https://www.linkedin.com/in/jenniferriel/

IDEO Profile: https://www.ideo.com/people/jennifer-riel

____________

Literature

Creating Great Choices: https://www.amazon.ca/Creating-Great-Choices-Integrative-Thinking/dp/1633692965/

IDEO Shopping Cart: https://www.youtube.com/watch?v=M66ZU2PCIcM&t=95s

HBR: When to Switch Strategy: https://hbr.org/2021/02/when-to-switch-strategy-in-a-crisis

Good Strategy, Bad Strategy Summary: https://jlzych.com/2018/06/27/notes-from-good-strategy-bad-strategy/

How to evaluate corporate strategy: https://hbr.org/1963/07/how-to-evaluate-corporate-strategy 

Blue Ocean Strategy v. Playing To Win: https://rogermartin.medium.com/blue-ocean-strategy-playing-to-win-f0efb83cc608

Design Thinking V. Playing to Win: https://rogermartin.medium.com/strategy-design-thinking-faf6b787160b

____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠ Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠ ___________ Timestamps:

• 0:53 - Introduction to Jennifer Riel - Head of Global Strategy at IDEO
• 2:05 - Who is IDEO, what is design thinking and how does it fit with strategy?  
• 8:42 - The power of testing and learning
• 10:05 - Three disciplines making great choices: Design, Integrative Thinking, Strategy 
• 13:45 - The 4 “always on” lenses for monitoring your strategy 
• 20:15 - Why historical data isn’t enough to monitor your strategy
• 23:55 - How to change investor obsession with short term results
• 26:58 - What is strategy and how it fits with Design Thinking
• 31:13 - How to diagnose bad strategy
• 35:19 - Why annual strategic planning is important
• 39:11 - How to make strategic choices during a crisis a BlackBerry case study
• 43:55 - When should you change strategic direction
• 46:30 - Early warning indicators to help signal strategic changes 
• 51:30 - Strategic pivots in response to temporary vs. permanent change
• 55:26 - Rethinking your talent strategy: choosing hybrid, WFH, reorg and lay offs
• 59:14 - Is it really better to have a poor strategy, well executed? 
• 1:01:55 - Pod-pod with V and Marc

____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation.

In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies.

Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up!

So, without further ado, let's jump right in!

____________

Our Guest: Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/

____________

Literature Get a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality

Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/

Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM

Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/

Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/

See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/ ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠ Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠ ___________ Timestamps: O:55  - Intro to Avinash Kaushik 3:38 - The 2 big measurement mistakes many marketers make about KPIs 9:44 - Traps that misguide marketers 14:48 - Why funnels idiodic and a what to use instead of them 20:48 - How to measure both short-term and long-term campaigns 25:26 - What is incrementality, why does it matter & how is it different from ROI?  30:20 - The ladder of awesomeness 33:30 - The shock of measuring incrementality 35:55 - Different types of incrementality 47:12 - Anybody can suck less, how any size company can use incrementality 51:48 - Customer curiosity & open mindedness makes marketers better 58:44 - What marketers need to learn  1:05:08 - Avinash’s career path to Croud 1:07:40 - How to find out more about Avinash 1:08:50 - Post pod discussion with V and Marc ____________ Where to listen Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324 Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠ Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast

Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more. We hope you enjoy the show! ____________ Our Guest: Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/ ____________ Literature Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete

Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0 The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355 Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/ Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0 ____________ The Sleeping Barber Podcast: Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠ Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠ ___________ Timestamps: 0:50 - Intro to Brent Adamson 3:15 - The evolution of B2B Sales & Marketing  7:07 - Buyers don’t funnel, the loop 12:00 - There are more decision makers than we think there are 18:35 - A different way to think of buyer enablement 20:50 - MQL -> SQL -> NMP & Content Marketing 27:24 - The role of personalization 29:19 - The more important role of designing an easy experience 26:13 - the damage of over customization 39:05 - Connecting customers through confidence and value   48:44 - The evolution of the challenger sale to sensemaking 50:50 - With content abundance we need an information strategy to differentiate  53:20 - How B2B can differentiate today 56:48 - Post Pod with V and Marc ____________ Where to listen Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠ Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠ Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠ Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠

Have we come full circle?

The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.

We hope you enjoy this episode!

____________

Our Guest:

Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/

Follow Westwood One: https://www.linkedin.com/company/westwoodone/

____________

Literature:

• https://www.linkedin.com/in/pierrebouvard/
• https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html
• https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/ 
• https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet 
• https://www.statista.com/statistics/431478/time-spent-media-canada-media/
  

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The Sleeping Barber Podcast:

Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

Get in touch with our hosts:

Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠

Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

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Timestamps:

• 0:48 - Intro to Pierre
• 3:03 - Why major broadcasters are converting from radio to audio 
• 5:29 - Where traditional media stands today in the media landscape
• 10:20 - Mass reach with radio is not an oxymoron
• 13:34 - The problem with media planners 
• 18:08 - The expanding universe of audio advertising
• 24:49 - Capturing attention in the car
• 27:02 - Portable People Meters (PPM) - measuring media audiences
• 29:45 - Radio is becoming visual in connected cars
• 34:10 - Heatmapping listener driving patterns
• 38:20 - Speed of reach
• 41:49 - Why campaign effectiveness increases with media diversity
• 43:25 - Is the 3 frequency still accurate? 
• 53:20 - Distinctive assets & the keys to sonic brands
• 57:23 - Did we forget how advertising works? 
• 1:03:35 - Tips for effective audio creative
• 1:07:03 - Why more messages in an ad is a bad idea
• 1:09:48 - How to find out more about Pierre
• 1:11:31 - Post Pod with V and Marc

____________ Where to listen Apple Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts Spotify: ⁠ The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify Google Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast

Youtube: Sleeping Barber - A Business and Marketing Podcast