Smarter Marketer

104. B2B Marketing in 2026: Changing Buyer Groups, AI Search, Digital-First Audiences and More w. Green Hat’s Stuart Jaffray

Wed, 25 Feb 2026 06:30:00 +1100

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.

Read Green Hat’s report: The APAC B2B Buyer Journey Research Report 2025

Key Takeaways:

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.

You can follow Stuart on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

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.

103. The End of SXSW, the Craft of Marketing to Marketers and What’s Changing in 2026 w. Clear Hayes' Alex Hayes

Thu, 12 Feb 2026 06:30:00 +1100

In this episode of the Smarter Marketer Podcast, Host James Lawrence sits down with Alex Hayes, Founder of Clear Hayes, to unpack what it really means to market to marketers. From building Clear Hayes House at SXSW Sydney to launching award-winning branded content for global platforms, Alex shares hard-earned lessons from both sides of the fence; as a former editor of B&T and Mumbrella, and now as a global B2B communications specialist.

Key Takeaways:

Why “don’t be boring” is more than a tagline in B2B
Are we overcomplicating marketing when simplification might be the real edge?
How brand and performance work together, and why future demand matters
What marketers need to do to reposition themselves inside the C-suite
Why upskilling in fundamentals is becoming a non-negotiable

Guest:

Alex Hayes is the Founder of Clear Hayes, a B2B communications agency specialising in marketing to marketers. Before launching the agency, Alex was Editor of both B&T and Mumbrella, where he covered some of the industry’s biggest stories and built a deep understanding of the people behind the platforms.

Today, Clear Hayes works with clients across Australia, New Zealand, the UK, the US and Europe, helping brands connect with marketers in ways that are engaging and strategically sharp. Alex brings a rare perspective shaped by journalism, global industry exposure and years spent helping marketing brands cut through in a crowded, often self-referential category.

You can follow Alex on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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102. Creativity That Pays Its Way: How to Link Ideas to Commercial Outcomes w. The Hallway's Jules Hall

Wed, 28 Jan 2026 06:30:00 +1100

When the pressure for short-term results keeps getting louder, how and why should you still emphasise creativity?

In this episode of the Smarter Marketer Podcast, James Lawrence sits down with Jules Hall, CEO and Founder of The Hallway, to unpack how creativity, data and commercial thinking need to work together if brands want sustainable growth. From navigating short-termism and AI hype to building credibility with CFOs and boards, Jules shares a grounded, practical view on what effective marketing leadership looks like today, and what it takes to earn the licence to do truly great creative work.

Watch Cardboard Cake - The Hallway’s Cannes Lion-winning ad

B Corp - Fat Cats

Key Takeaways:

Why creativity isn’t at odds with commercial rigour, and why “trust me” no longer cuts it
How the best marketers link brand investment to real business outcomes
What AI is actually useful for inside agencies (and where humans still win)
Why short-term pressure is holding marketing back and how leaders can balance both
How to “market marketing” internally and earn trust across the business
What the Webjet rebrand reveals about modern brand growth and measurement
Why relevance to culture still matters, even in a fragmented media landscape

Guest:

Jules Hall is the CEO and Founder of The Hallway, one of Australia’s most awarded independent creative agencies. Since founding the agency in 2007, Jules has led work for brands including Google, Suncorp Bank, BINGE and Webjet, and helped The Hallway earn honours such as B&T Independent Agency of the Year and Campaign Asia Independent Agency of the Year. In 2024, Jules and his team won a Cannes Lion for design - a standout achievement for an Australian independent agency.

You can follow Jules on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

From the Archives: Dr. Robert Cialdini on Persuasion and Influence in Modern Marketing

Wed, 14 Jan 2026 06:30:00 +1100

What makes people say "yes"? Rocket Agency’s Co-Founder James Lawrence sits down with Dr. Robert Cialdini, the godfather of influence and the world’s foremost authority on the psychology of persuasion, to talk about the timeless principles behind his work, his seventh principle of influence - Unity - and how AI, ethics and empathy are shaping persuasion in modern marketing.

Key Takeaways:

Origin story: How Dr. Cialdini went “undercover” in multiple industries to discover the universal principles of influence
A walkthrough of the original six principles - Reciprocity, Scarcity, Authority, Consistency, Liking and Social Proof
The 7th principle - Unity: Why bonds formed by shared identity matter today
The importance of ethics: Why marketers should use persuasion techniques truthfully and responsibly
Influence vs cultural differences: How different regions (e.g., Australia, Asia, Scandinavia) prioritise different principles of influence
The rise of AI: How marketers are using AI to apply Cialdini’s principles
The science of “pre-suasion” and how setting context before your message boosts effectiveness
Real-world examples of effective use of influence and persuasion from brands like Avis, L’Oreal and Best Buy

Guest:

Dr. Robert Cialdini is a globally renowned psychologist and the bestselling author of Influence: The Psychology of Persuasion, Pre-Suasion, and Yes!. His groundbreaking research on why people say 'yes' has shaped the way professionals across marketing, sales, leadership and behavioral science approach persuasion.

He is often referred to as the godfather of influence, and his principles of influence drive ethical influence strategies today.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

From the Archives: Marketing Under Pressure: Managing Stress, Sleep and Decision-Making w. Dr. Jemma King

Wed, 31 Dec 2025 06:30:00 +1100

In marketing, deadlines are relentless and expectations are high. It’s critical to manage stress and make clear-headed decisions under pressure. In this episode of Smarter Marketer, host James Lawrence chats with Dr. Jemma King - founder of BioPsychAnalytics and expert in stress, resilience and high performance.

Having worked with elite organisations like the Australian Olympic Swim Team, the Australian Defence Force, McKinsey and Atlassian, Dr.King shares science-backed insights on managing burnout, improving decision-making and optimising sleep for peak performance. Whether you're leading a team, juggling campaigns, or striving for balance in your personal life, this episode will equip you with practical strategies to navigate the pressures of marketing.

Key Takeaways:

Dr. Jemma King’s journey - How she became a leading expert in stress research and high-performance psychology.
Why marketers are under pressure And the need to manage stress for long-term success
Science-backed strategies to reduce stress and prevent burnout – Practical techniques used by elite athletes, military personnel and corporate leaders to stay resilient
The role of sleep in peak performance - How sleep quality directly impacts decision-making, creativity and overall health.
Actionable tips to improve sleep for better health:

How to measure sleep quality and its effects on energy and performance.
The hidden impact of alcohol on sleep cycles and cognitive function.
Simple ways to eliminate sleep-disrupting distractions.
How dim lighting before bedtime signals your brain to relax.
The science behind a 40-degree hot bath as a sleep aid.
How cutting back on sugar can significantly improve sleep quality.

Beyond sleep: The next most powerful factors in resilience - regular exercise, a balanced diet, meaningful relationships, fulfilling work and financial stability.
Tactical ways to build a stress-resilient life by structuring your day, improving your work environment and developing a low-stress mindset.
Decision-making under pressure – How to maintain a clear, strategic mindset in high-stakes situations.
Emotional intelligence & AI – The evolving role of AI in helping professionals improve emotional intelligence and make better, more rational decisions.

Guest:

Dr. Jemma King PhD is the founder of BioPsychAnalytics, a consultancy that helps companies, teams and individuals reduce stress, avoid burnout and make better decisions under pressure. She focuses on practical strategies to improve team performance and well-being in high-stress environments.

Jemma has worked with organisations like the Australian Olympic Swim Team, the Australian Defence Force, McKinsey and Atlassian, among others.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

From the Archives: Persuasion, Manipulation and Behavioural Psychology: How Consumer Choice is Shaped w. Thinkerbell's Dan Monheit

Wed, 17 Dec 2025 06:30:00 +1100

In marketing, there exists a fine line between influencing decisions and crossing into manipulation. The difference? One builds trust while the other erodes it.

Host James Lawrence chats with Dan Monheit, Chief CX Thinker at Thinkerbell and former CEO of creative behavioural science agency HardHat, about applying behavioural science principles like default bias and anchoring to your marketing, related ethical considerations and how to draw the line between persuasion and manipulation.

Key Takeaways:

Dan’s journey - starting Hardhat and his interest in behavioural science
Introduction to behavioural science and it’s connection to marketing
What are some common behavioural biases you see everyday?

-Default bias

-Framing

-Anchoring

-Loss aversion

-Effort bias

Ethics in persuasion vs manipulation
Navigating dark patterns
How context impacts perception and shapes biases
Essential behavioural science resources for marketers

Guest:

Dan Monheit is a leader in creative behavioural science. In 2005, he founded Hardhat, a pioneering agency that worked with top brands like Mattel, Bega Dairy, the Victorian Government, Kogan, DocuSign and Afterpay. Under his direction, Hardhat became a go-to agency for brands looking to understand and influence consumer behaviour.

In October 2024, Hardhat was acquired by Thinkerbell, where Dan now serves as Chief CX Thinker, applying his expertise to elevate customer experiences through a blend of creativity and behavioural insights.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

About the Podcast:

101. Attribution Is Breaking: How Marketers Should Rethink Paid Media in 2026 w. Rocket Agency's Adrian Oguz

Wed, 03 Dec 2025 06:30:00 +1100

As platforms push Performance Max, Advantage+ and new modelling systems, we’re entering a world where results often look better in-platform than they do in reality. Behind the scenes, attribution is becoming harder and marketers are being forced to rethink how they interpret success altogether.

In this episode of the Smarter Marketer Podcast, host James Lawrence sits down with Rocket’s Paid Media Manager, Adrian Oguz, to unpack what truly matters when you’re running paid media in an AI-driven landscape. Adrian shares an unfiltered view on automation, performance loops, the limits of attribution and how in-house marketers can step back and measure what actually drives growth, and not just what looks good on a dashboard.

Key Takeaways:

Why AI-driven campaign types often optimise toward the easiest conversions, not the most valuable ones
How to recognise when Performance Max has fallen into the “existing customer loop”
The hidden risks of lead-gen automation and why spam leads often spike before performance improves
The simple macro metrics that reveal whether your media is genuinely growing the business
How channels like YouTube can drive huge results without showing any conversions in-platform
Why creative is becoming the new targeting, especially inside Meta’s evolving ecosystem
How to design tests that prove whether a channel is actually contributing to growth
When it’s time to scale spend, and when stability matters more than chasing the next tactic

Guest:

Adrian Oguz is a Paid Media Manager at Rocket Agency, overseeing multi-million-dollar budgets across search, social and programmatic. With his clear, practical approach, he’s led multiple award-winning campaigns for various business types and industries across the APAC Search Awards and SEMrush Awards year after year.

You can follow Adrian on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

100. How Attention Is Rewriting the Rules of Advertising w. Amplified's Dr. Karen Nelson-Field

Wed, 19 Nov 2025 06:30:00 +1100

Marketers have long optimised for visibility and memory, but in our metric-focused industry, are we measuring what really matters?

In this episode of the Smarter Marketer Podcast, host James Lawrence speaks with Dr. Karen Nelson-Field, Founder of Amplified, about why attention is the real currency of modern advertising and how to measure it effectively. From the myth of virality to the flaws in CPMs, Karen shares what years of research reveal about how people truly engage with ads, and what marketers need to do next to stay ahead.

Key Takeaways:

Dr. Karen’s journey: from academic researcher to founder, shaping the global conversation on attention measurement
Why traditional metrics like reach, impressions and engagement fail to capture real ad effectiveness
How attention measurement works and why it’s revolutionising media planning and buying
The difference between active, passive and non-attention, and how they impact ROI
Why CPM should stand for “Cost per Meaningless Thousand”
How creative and media need to work together for attention to truly convert
Why cheaper ad formats often deliver worse ROI than expected
The role of AI and synthetic audiences in scaling attention measurement
The future: the unification of creative and media through AI-driven tools

Additional resource: The Eye-Watering Cost of Dull Media

Guest:

Dr. Karen Nelson-Field is a globally recognised researcher and entrepreneur reshaping how marketers think about effectiveness. As the Founder and CEO of Amplified, she leads pioneering work in attention measurement across platforms and formats. A former academic turned industry innovator, Karen’s research has influenced how the world’s biggest brands evaluate advertising performance.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

99. Why “In-House vs Agency” Misses the Point w. TrinityP3's Darren Woolley

Wed, 05 Nov 2025 06:30:00 +1100

As 2025 comes to a close, the conversation around in-housing has never been more confusing. With rising pressures on budgets and the disruption caused by AI, businesses are being forced to rethink what the right marketing structure might look like for them.

In this episode of the Smarter Marketer Podcast, Host James Lawrence speaks with Darren Woolley, Founder and Global CEO of Australia’s leading marketing management consultancy TrinityP3. Together they unpack the myths surrounding in-housing and outsourcing, and what research really says about cost, culture, productivity and creativity.

Key Takeaways:

Why “in-housing vs. agency” is the wrong question to ask and what the right balance looks like
The hidden costs that make many in-house teams more expensive than expected
How in-house agencies can fall into creative myopia and how to bring external stimulus back in
Why AI is more than just efficiency: accountability, smarter decision-making, strategic advantage and more
The three challenges keeping marketers up at night: tighter budgets, proving ROI and keeping pace with change
How agencies remain indispensable by offering perspective and speed that internal teams can’t easily replicate

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.

You can follow Darren on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

98. The Growth of Outdoor Media in Australia w. oOH! Media’s Josh Gurgiel

Wed, 22 Oct 2025 06:30:00 +1100

Once thought of as a “traditional” channel, outdoor has once again become one of the most creative and technology-integrated mediums in modern marketing. As audiences move faster and attention gets harder to hold, out-of-home (OOH) continues to prove its staying power.

In this episode, James Lawrence sits down with Josh Gurgiel, Head of Creative at POLY (oOh!media’s content and innovation hub), to unpack how Australia’s largest OOH network is evolving, from the rise of digital formats and AI-driven creative to why simplicity and emotion still sit at the heart of every great campaign.

Key Takeaways:

Why OOH remains one of the most powerful full-funnel channels, and will continue to be
The creative rules that separate great outdoor work from visual clutter
How motion and real-time creative are reshaping outdoor storytelling
Why consistency and context, not constant reinvention, drive long-term brand resonance
How brands like Specsavers, McDonald’s and Bankwest are redefining what ‘public space art’ can be
Why static and digital work best together, and what that means for campaign planning in 2026
A look ahead: from immersive brand experiences to outdoor as cultural content

Guest:

Josh Gurgiel is the Head of Creative at POLY, the content and creative innovation hub within oOh!media. With a career spanning creative direction, brand strategy and production, Josh leads the team shaping the next era of OOH innovation. His work with leading Australian and global brands continues to push the boundaries of how creativity, technology and data intersect in public space.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

97. Leadership in Marketing: How Today’s Marketing Leaders are Creating Impact w. Emma Logan

Wed, 08 Oct 2025 06:30:00 +1100

What does it really mean to lead marketing in 2025? In this episode of the Smarter Marketer Podcast, Host James Lawrence sits down with executive brand strategist Emma Logan to unpack the realities facing modern marketing leaders, from blurred job boundaries and rising stakeholder expectations to the personal toll of visibility and performance.

Emma shares why every senior marketer already has an “executive brand”, whether they’ve defined it or not, and how failing to own that narrative means letting others do it for you. Together, she and James explore what authentic leadership looks like in a post-pandemic world, how to navigate complexity without burning out, why connection and energy management are not just nice-to-haves and more.

Key Takeaways:

Emma’s journey - The story behind The Emma Logan Project
Why every CMO needs an intentional executive brand and what happens if you don’t define it
The growing complexity of the marketing role: from AI and capability gaps to shifting cultural expectations
How trust, transparency and delivery underpin influence at the C-suite and board level
Networking as a leadership superpower: the ROI of connection and community
Why energy, recovery and self-awareness are becoming critical to sustainable leadership

Guest:

Emma Logan has spent more than 15 years working across marketing and media in New Zealand, London and Australia, spanning client-side, agency, publisher and not-for-profit roles. She’s partnered with numerous leading brands and marketing talent, bringing a rare 360-degree perspective to the challenges facing today’s leaders.

Through The Emma Logan Project, she now runs a “marketer-focused consultancy,” helping CMOs and senior marketing leaders define who they are and how to amplify their impact across their teams and the wider industry.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

96. Buying Outcomes, Not Deliverables: Rethinking Client-Agency Partnerships w. Blair Enns

Wed, 24 Sep 2025 06:30:00 +1100

For decades the agency-client relationship has worked on a transactional view of marketing and creative services. Agencies gave away their best thinking upfront, clients judged on surface-level ideas and both sides accepted a process that often undervalued expertise.

In this Smarter Marketer Podcast episode, Host James Lawrence and renowned author Blair Enns discuss how the future of creative and professional services lies in changing how we buy, sell and trust expertise. Whether you’re in-house or agency-side, these shifts carry big implications for how you choose partners and build lasting relationships that drive marketing success.

Key Takeaways:

Why traditional pitching often undervalues creative work and what it takes to break free from it
How specialisation is the key to differentiation, growth and global reach
What three-option proposals and value-based pricing reveal about how expertise should really be sold
Why selling is less about the big presentation and more about a series of meaningful conversations
How AI is fragmenting the market and empowering smaller, more specialised players
What in-house marketers can do to unlock more value from their agency partners.

Guest:

Blair Enns is the founder of Win Without Pitching, a sales training organisation for creative and professional services firms. He is the author of The Win Without Pitching Manifesto, Pricing Creativity and The Four Conversations: A New Model for Selling Expertise. Blair is also the co-host of the widely followed 2Bobs podcast.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

95. How to Rank in ChatGPT w. Joe Alder

Wed, 10 Sep 2025 06:30:00 +1100

Ranking in ChatGPT is now one of the most urgent challenges in digital marketing. With millions of Australians using AI search every week, the question for in-house marketers isn’t whether ChatGPT is shaping buyer journeys anymore, it’s how to make sure your brand is visible where and when it matters most.

In this episode of the Smarter Marketer Podcast, James Lawrence is joined by Rocket’s Head of SEO, Joe Alder, to unpack the latest research and share practical advice on what it really takes to rank in ChatGPT.

Key Takeaways:

Why traffic from ChatGPT converts at over 5x the rate of traditional search traffic, and what that means for marketers
The two ways ChatGPT sources information, and how each affects your visibility
The technical dos and don’ts that determine whether your site can be read by ChatGPT
How to structure copy so it’s more likely to be cited in AI search
The kinds of content that are consistently favoured in AI responses
Why authority now means brand mentions, reviews, listicles and awards, not just backlinks
The hard truth about measurement: why click-through rates from ChatGPT are so low, and what you can do to track your traffic from AI search

Guest:

Joe Alder is the Head of SEO at Rocket Agency, leading all SEO services and projects. With over 8 years of experience, Joe has implemented complex SEO campaigns for B2C, B2B and government organisations, working with notable brands such as Amazon, Qudos, P&O Cruises, PE Nation, Fujitsu and Coates.

Since the launch of ChatGPT, he and his team have been at the frontline of AI search optimisation - running first-hand tests across thousands of queries, analysing data from Australia’s top websites and guiding brands on how to adapt their SEO strategies for an AI-driven future.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

94. Winning B2B Messaging: How to Build a Perspective That Cuts Through w. Alex James

Wed, 27 Aug 2025 06:30:00 +1100

As competition heats up across professional services, simply telling people what you do is no longer enough. The difference between winning and blending in ultimately comes down to perspective: how you see the world, not just what you sell. Too often, brands overlook this, falling back on cliche messaging in their industry that leaves buyers unmoved.

In this episode, James Lawrence (Co-Founder, Rocket Agency) welcomes back Alex James - one of Australia’s leading messaging strategists - to discuss what it takes to build a B2B messaging perspective that actually cuts through. If you’re leading in-house strategy, this conversation will reshape how you think about differentiation and help you find a standpoint your market won’t forget.

Key Takeaways:

Why rising competition has made differentiated messaging a necessity in B2B services
The distinction between what you do, how you do it and why a strong perspective matters most
The pitfalls of relying solely on frameworks like “purpose, vision, mission, values,”
How to find and own a perspective that cuts through sameness by challenging the status quo
Practical ways to involve leadership and non-marketing teams in building messaging that sticks
Why speaking to your audience’s aspirations, not just pain points, attracts better-fit clients
Common mistakes in B2B messaging to avoid, including the dangers of presenting as a vendor rather than a true expert partner
The importance of living your perspective consistently across team culture and every client touchpoint

Guest:

Alex James is a B2B messaging strategist and the founder of Minimalist Marketing Co, a Melbourne-based consultancy that works with B2B service firms across the US and Europe. Drawing on over a decade of experience and a journey that spans multiple marketing roles, viral TikToks and content that’s shaped entire client pipelines, Alex helps firms build standout perspectives that resonate with buyers.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

93. Marketing for Turbulent Times - Kantar and the Australian Marketing Landscape

Wed, 13 Aug 2025 06:30:00 +1100

Marketing in 2025 is being shaped by what some experts call a 'polycrisis' - disruption layered upon disruption. From global conflicts to inflation to AI-driven job shifts, the market conditions facing both brands and consumers are becoming more complex and unpredictable. For marketers, the challenge isn’t just keeping up; it’s finding ways to cut through the noise and still build for the long term.

In this episode of Smarter Marketer, Host James Lawrence (Co-Founder, Rocket Agency) speaks with Dan Robertson-Jones (Partner, Kantar) about the findings from Kantar’s recent report on marketing effectiveness in Australia. They discuss the pressures driving short-term thinking, the impact of brand erosion, why creative quality matters more than most marketers realise and how consumer behaviour is changing as 'sameness' floods the markets.

Whether you’re a CMO navigating budget scrutiny or a marketer trying to align brand and performance, this conversation offers a clear-eyed view of where marketing is heading and how to adapt.

Key Takeaways:

Why Australian marketers are facing mounting pressure to prove short-term ROI
The risks of over-indexing on performance marketing
How consumers are reshaping brand relationships as economies face stress from the polycrisis
The drop in meaningfully different brands over the past decade, and what’s driving it
How the “sea of sameness” in creative is eroding the effectiveness of marketing
Why cultural relevance is key to standing out
Why consistency across touchpoints is harder now, and how measurement systems can bridge short and long-term goals
The importance of boldness and foresight for growth in a volatile market

Read the report here: Marketing Effectiveness Hub

Guest:

Dan Robertson-Jones is a Partner at Kantar, one of the world’s leading marketing data and analytics companies. With over two decades of experience in strategic marketing research, Dan helps brands navigate disruption and decode shifting consumer behaviour.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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92. Current vs Future Demand: Why Mental Availability Matters w. Nick Palmer

Wed, 30 Jul 2025 06:30:00 +1100

Most marketers are pressured to focus their energy on the 5% of buyers ready to purchase today, but what about the 95% who aren’t in market yet? Ignoring them likely means missing your biggest growth opportunity. Building mental availability with future buyers is critical, yet often overlooked in the rush to chase immediate sales.

In this episode, James Lawrence (Co-Founder, Rocket Agency) sits down with Nick Palmer (CEO, House of Brand) to unpack what it really means to balance current and future demand. They explore why brand building is still misunderstood, how demand generation works differently in B2B vs B2C, and why many marketers still struggle to make the case for long-term investment internally. Expect insights on how mental availability drives growth, what it takes to win both short-term conversions and tomorrow’s customers, and practical ways to make brand work count in 2025.

Whether you’re working with a lean budget or leading a brand with national reach, this conversation will challenge how you think about demand generation.

Key Takeaways:

Why marketers are pushing back against vanity metrics - and what they’re focusing on instead
How big brands and small brands should think differently about performance vs brand
Why chasing perfect attribution can lead you in the wrong direction
What you can measure when it comes to brand - and how to make it count
What to prioritise when building future demand in B2B vs B2C
How to stay top of mind with buyers long before they’re ready to act

Guest:

Nick is a brand and communications researcher and strategist, and a recognised specialist in measuring advertising effectiveness, with global experience in agencies ranging from Millward Brown to Hall & Partners. Through his role as CEO at House of Brand, Nick relentlessly pursues breakthrough brand insights for clients.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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91. The Secret to B2B Marketing: Owning a Perspective w. Alex James

Wed, 16 Jul 2025 06:30:00 +1100

B2B service firms have been told to niche down, build helpful content and trust the funnel. But in today’s competitive market, where everyone is applying the same formula, it’s not enough to stand out. When every firm looks and sounds the same, buyers tune out.

In this episode, Host James Lawrence, Co-Founder of Rocket Agency, sits down with B2B messaging strategist Alex James to unpack a smarter way forward. You’ll learn why having a clear perspective is more powerful than having the best tips, tactics or templates - and how your point of view can become your biggest differentiator in a crowded market.

We dig into the dangers of short-term metrics, why most B2B content fails to convert and how B2B service firms can win more work without blowing big budgets. This one’s for marketers who are done chasing clicks and ready to build something better.

Key Takeaways:

Alex’s marketing journey and the story behind his viral post: A Niche is No Longer Enough
What it means to have a “perspective” in B2B marketing and why it matters
Why messaging is not the same as copywriting and why you should know the difference
What to focus on when 99% of your audience isn’t ready to buy
The unique marketing challenges faced by B2B service firms compared to B2B SaaS businesses
How professional services firms use perspective to create perceived differentiation - when their offer isn’t obviously unique
Why content built around “best practices” often fails to generate demand
Real-world examples of perspective-led marketing - including what B2B marketers can learn from Donald Trump’s campaign messaging strategy

Guest:

You can follow Alex on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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90. Marketing to Gen Z and Gen Alpha w. Katy Richardson

Wed, 02 Jul 2025 06:30:00 +1100

What happens when a generation that grew up online starts leading your marketing conversations? Host James Lawrence speaks with Katy Richardson, Global Head of Marketing at student living app Housr, about how Gen Z - and soon Gen Alpha - are rewriting the rules of brand engagement.

Key Takeaways:

How Gen Z is already influencing both consumer and B2B buying decisions, and what that means for marketers
Why user-generated and employee-generated content is now non-negotiable as part of a social strategy
How to make the most of influencers by giving them creative license
Short-form videos vs long videos - what wins on social media?
How social commerce is changing the way younger audiences discover and buy products
The role of traditional channels like out-of-home advertising in connecting with digital-first audiences
Why younger consumers expect brands to take real action on purpose, ethics and sustainability
How to meet Gen Z’s demand for fast, responsive and real-time communication

Guest:

Katy Richardson is the Global Head of Marketing at student living app, Housr. With over 12 years of creative and marketing experience across Australia and the UK, she specialises in connecting brands with young, digitally native audiences. Prior to Housr, Katy led B2C marketing for UniDays and worked agency-side on Gen Z-led campaigns.

You can follow Katy on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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89. Beyond the Hype: AI’s Real Impact on Australian Marketers in 2025 w. David Lawrence

Wed, 18 Jun 2025 06:30:00 +1100

We’re halfway through 2025 and AI is the buzzword on everyone's lips. And while it’s changing marketing fast, is the hype legitimate? Host James Lawrence is joined by Rocket Agency’s co-founder, David Lawrence, to unpack what AI adoption actually looks like on the ground, and how Australian marketers can equip themselves for what’s to come - inside agencies, in-house teams and across different marketing roles.

Key Takeaways:

Reality check: Has AI lived up to the hype - or has it already surpassed it in some areas?
Where today’s large language models (like ChatGPT, Gemini and Claude) are genuinely delivering value, and where the hype still outweighs results
The shift from AI anxiety to AI empowerment and what that means for marketers’ careers
What it means to adopt an “AI-first” mindset across different levels of marketing maturity
How voice prompting and tools like Wispr are helping break old habits and unlock better output
Why your workflow, not the tool, should determine which AI platforms you use
A realistic look at AI in recruiting, what employers are really looking for and how to future-proof your role
Tips for staying current: trusted newsletters to read and pragmatic influencers to follow

Guest:

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.

You can follow David on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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88. Dr. Robert Cialdini on Persuasion and Influence in Modern Marketing

Wed, 04 Jun 2025 06:00:00 +1100

Key Takeaways:

Origin story: How Dr. Cialdini went “undercover” in multiple industries to discover the universal principles of influence
A walkthrough of the original six principles - Reciprocity, Scarcity, Authority, Consistency, Liking and Social Proof
The 7th principle - Unity: Why bonds formed by shared identity matter today
The importance of ethics: Why marketers should use persuasion techniques truthfully and responsibly
Influence vs cultural differences: How different regions (e.g., Australia, Asia, Scandinavia) prioritise different principles of influence
The rise of AI: How marketers are using AI to apply Cialdini’s principles
The science of “pre-suasion” and how setting context before your message boosts effectiveness
Real-world examples of effective use of influence and persuasion from brands like Avis, L’Oreal and Best Buy

Guest:

He is often referred to as the godfather of influence, and his principles of influence drive ethical influence strategies today.

You can follow Dr. Cialdini on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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87. Is ChatGPT Killing Google? Optimising for LLMs, AIO, and the Truth About AI and SEO in 2025 w. Joe Alder

Wed, 21 May 2025 07:00:00 +1100

With the growth of AI and LLMs like ChatGPT, the question "Is Google dying?" is often being asked. In this episode, James Lawrence sits down with Rocket’s Head of SEO, Joe Alder, to cut through the hype and discuss the facts about how AI is impacting SEO and search traffic in 2025. The conversation is backed by Australian-first research from Rocket’s SEO team.

Also discussed are the similarities and differences as it relates to SEO and AIO. Whether you're a CMO under pressure to ‘AI everything’ or an in-house marketer navigating new search norms, this is your guide to what’s actually changing and importantly, what is not.

Key Takeaways:

The current landscape - a reality check on AI traffic and its actual impact on search behaviour
How Google remains resilient amid AI growth
AI Overviews - What they are and who they impact
6 practical strategies to rank in LLMs that actually work
The importance of doing good SEO
How to optimise technical SEO
Why high-quality content creation matters
How to structure for ranking high
How to build brand authority
How to monitor and adapt to the changing landscape
The future - How AI and SEO will change in the next 1-5 years

Guest:

Joe Alder is the Head of SEO at Rocket, where he leads all SEO services and projects. He has over 8 years of experience in implementing complex SEO campaigns and driving tangible results for B2C, B2B and government organisations. Over the course of his career, he has worked for notable brands such as Amazon, Qudos, P&O Cruises, PE Nation, Fujitsu, and Coates, among others.

You can follow Joe on LinkedIn.

Access our free webinar with AdNews on AI and SEO in 2025.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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86. Why Client-Agency Relationships Fail - And How to Fix Them w. Drew McLellan

Wed, 07 May 2025 07:00:00 +1100

In-house marketers and agency leaders don’t always speak the same language - but when they do, the results can be game-changing.

In this episode, host James Lawrence sits down with Drew McLellan, CEO of the Agency Management Institute, to unpack what makes agency relationships thrive or fail. Whether you're managing one agency or several, or considering switching partners altogether, this episode is for anyone wanting to bridge the in-house/agency gap.

Key Takeaways:

The top reason agency-client relationships break down: (communication) and how to fix
How in-house marketers can improve agency performance through more transparency
Why caring (and showing it) really matters to agencies
The red flags that indicate when it’s time to walk away from your agency
Why investing in building a true partnership with your agency pays off

Guest:

Drew McLellan has worked in advertising for 25+ years and started his own agency, McLellan Marketing Group in 1995 after a five-year stint at Y&R. He also owns and runs the Agency Management Institute (AMI), which is a consultancy for small to medium-sized agencies that has been helping agency owners grow their agencies since the early 90s. Drew’s agency was a member of the organization for years before Drew acquired AMI and began to run it full-time. Drew’s often interviewed/quoted in Entrepreneur Magazine, New York Times, CNN, BusinessWeek, and many others. The Wall Street Journal calls him “one of 10 bloggers every entrepreneur should read.

You can follow Drew on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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85. How to Build Desire in Luxury and Property Markets w. Giverny Reid

Wed, 23 Apr 2025 07:00:00 +1100

People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything.

In this episode of Smarter Marketer, Giverny Reid - Director at creative property marketing firm &Only and former Creative and Marketing Director at Crown Group - breaks down what actually drives demand in premium categories.

Key Takeaways:

What sets luxury marketing apart from traditional marketing
Why legacy and brand credibility matter more than ever
How to genuinely harness scarcity and FOMO without any tricks
Why real-world experiences still dominate in luxury and property marketing
Using digital, AI and emerging technologies like AR/VR to spark desire
Where most marketers get high-end marketing wrong

Guest:

Giverny Reid is the Director of creative property marketing firm &Only, bringing over 15 years of experience in building and positioning premium brands in the luxury space. Previously, she was the Creative and Marketing Director at Crown Group, where she played a key role in shaping one of Australia’s most recognised luxury property brands.

Giverny’s work has earned her recognition across the industry, including being named ‘Marketer of the Year’ by realestate.com.au in 2022. She’s also been a finalist in the B&T Under 30 Awards for Design and has led major brand and event campaigns across Australia.

You can follow Giverny on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

84. State of the Pitch 2025 w. Darren Woolley

Wed, 09 Apr 2025 07:00:00 +1100

The agency pitch process is one of the most important - yet deeply flawed - aspects of the marketer-agency relationship. In this Smarter Marketer Podcast episode, Host James Lawrence talks about the realities of modern-day pitching with someone who’s been at the coalface for decades: industry veteran Darren Woolley, Founder and CEO of TrinityP3.

Darren unpacks the latest State of the Pitch 2025 Report by TrinityP3, revealing why things have actually gotten worse in 2025 - and what both marketers and agencies can do to fix it.

Read the State of the Pitch 2025 Report.

Key Takeaways:

The most common pitch mistakes made by marketers - and how to avoid them
Why cost-cutting is undermining agency performance and client outcomes
The real-world impact of involving too many agencies in a pitch
How AI and automation are being overpromised in the pitch process
Effective ideas to create a more respectful, effective and sustainable approach to pitching

Guest:

Darren Woolley is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Mentor, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, Industry Commentator, Podcaster, and Author. He is also a Past-Chair of the Australian Marketing Institute, Past President of the Melbourne Advertising and Design Club, Ex-Medical Scientist and Ex-Creative Director.

You can follow him on Instagram [@_trinityp3_], LinkedIn, or find out more on his website.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

83. Emails with Mailchimp: The Power of First-Party Data, AI, Great Creative and More w. Anthony Capano

Wed, 26 Mar 2025 07:00:00 +1100

Email marketing might not be the newest toy in the digital toolbox, but it’s still one of the most powerful. In a time when AI is transforming how we work and big platforms are making it harder for businesses to own audience relationships, marketers are turning back to the basics - and doing them better.

Host James Lawrence sits down with Anthony Capano, Regional Director at Intuit Mailchimp, to talk about how email is thriving in Australia, how personalisation and AI are changing the game, and what smart brands are doing to get ahead.

Key Takeaways:

Why email marketing is far from dead - and what Mailchimp’s intriguing SXSW campaign was really about
How Australian brands are achieving some of the world’s highest email open rates
The resurgence of email in an era of rising media costs, fragmented attention and zero-click search
Why first-party data is becoming a non-negotiable for marketers
The role of AI in scaling hyper-personalisation without stretching your team
Mailchimp’s evolution: from a simple email tool to an integrated platform with SMS, automation, CRM and 300+ tech integrations
How Aussie brands are using Mailchimp to manage their data, run omnichannel campaigns and boost ROI
The growing importance of creative and consistency across channels
What the future holds for marketing teams using Intuit Mailchimp

Guest:

Anthony Capano is the Regional Director for Australia and New Zealand at Intuit Mailchimp. With over two decades of leadership experience across global ad tech and martech companies, Anthony has launched international brands into APAC, led localised campaigns for names like Woolworths, Telstra and IKEA, and previously served as Managing Director for North America at Rakuten Advertising.

Now back in Australia, Anthony is focused on expanding Mailchimp’s local footprint - building out on-the-ground support, growing strategic partnerships and helping marketers unlock the full power of email and first-party data.

You can follow Anthony on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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82. Rethinking Search: Google vs ChatGPT, Attribution, Audiences and the Future w. Rand Fishkin

Wed, 12 Mar 2025 07:00:00 +1100

Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first marketing to future-proof your digital strategy.

Key Takeaways:

Zero-click searches and AI Search tools - Where is traffic going?
The AI hype cycle - Why most marketers are chasing the wrong trends
SEO and digital PR strategies - When and why it's vital to invest in PR
The hidden challenges of AI data sources and what they mean for marketers
How to find and engage your ideal customers through audience research
The evolution of social media - How platforms like Facebook, LinkedIn and TikTok are shifting
Privacy, data collection and attribution - Why traditional tracking models are failing
Brand awareness vs paid advertising - How to strike the right balance

Guest:

Rand Fishkin is the co-founder and CEO of SparkToro, a leading audience research software company helping brands discover where their target customers engage online. Prior to founding SparkToro, Rand was the co-founder of Moz, where he built one of the most influential SEO communities in the world.

He’s also the author of Lost and Founder, a candid look at the startup world and a frequent speaker at global marketing conferences.

You can follow Rand on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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81. The Power of Account-Based Marketing w. Paola Piccinno

Wed, 26 Feb 2025 07:00:00 +1100

Broad-reach campaigns are simply not enough sometimes. Account-Based Marketing (ABM) is emerging as an extremely effective strategy for businesses that are seeking deeper engagement, stronger relationships with their prospective clients and higher-value deals. But what does it really take to run an effective ABM program?

Host James Lawrence sits down with seasoned ABM strategist Paola Piccinno to unpack the nuances of this powerful marketing approach. Whether you’re considering ABM for the first time or looking to refine your approach, this episode is packed with practical advice, real-world examples and actionable takeaways.

Key Takeaways:

Paola’s journey - from London to Sydney and her global marketing experience
What is ABM and how it differs from traditional B2B marketing and demand generation
Common ABM challenges and misconceptions:
Lack of ABM maturity in APAC and ANZ
Getting buy-in between marketing, sales and the leadership
Budget concerns due to the misconception that ABM is expensive
The challenge of selecting the right accounts (and the right number of accounts)
Creative detachment from the goal of the campaigns
Case studies of stand-out ABM campaigns:

T-Mobile Batman comic book campaign - Using personalisation to secure a meeting with a CEO
Auto Telefonica’s remote control truck - Direct mail tailored to an executive’s interests
Adobe’s executive roundtable breakfast - Engaging high-level decision makers without a traditional sales pitch

Technology and AI in ABM: opportunities and risks
Practical advice for marketers considering ABM

Guest:

Italian-born, Australia-based Fractional CMO, Paola brings 20+ years of experience leading and executing successful B2B marketing strategies across UK, EMEA and APAC for global brands (from big enterprises, to SMB’s and more recently startups), with a specialisation in strategic Account Based Marketing (ABM). She has helped numerous early-stage as well as established companies achieve significant growth through strategic ABM programs, and she is passionate about sharing her expertise with her international network. Paola currently mentors start-ups for the Techstars accelerator program in Australia, and she is also a post-grad lecturer at the University of the Sunshine Coast and RMIT in international business and digital marketing strategy.

You can follow Paola on LinkedIn. You can also visit her website to know more.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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About the Podcast:

80. Marketing Under Pressure: Managing Stress, Sleep and Decision-Making w. Dr. Jemma King

Wed, 12 Feb 2025 07:00:00 +1100

Key Takeaways:

Dr. Jemma King’s journey - How she became a leading expert in stress research and high-performance psychology.
Why marketers are under pressure And the need to manage stress for long-term success
Science-backed strategies to reduce stress and prevent burnout – Practical techniques used by elite athletes, military personnel and corporate leaders to stay resilient
The role of sleep in peak performance - How sleep quality directly impacts decision-making, creativity and overall health.
Actionable tips to improve sleep for better health:

How to measure sleep quality and its effects on energy and performance.
The hidden impact of alcohol on sleep cycles and cognitive function.
Simple ways to eliminate sleep-disrupting distractions.
How dim lighting before bedtime signals your brain to relax.
The science behind a 40-degree hot bath as a sleep aid.
How cutting back on sugar can significantly improve sleep quality.

Beyond sleep: The next most powerful factors in resilience - regular exercise, a balanced diet, meaningful relationships, fulfilling work and financial stability.
Tactical ways to build a stress-resilient life by structuring your day, improving your work environment and developing a low-stress mindset.
Decision-making under pressure – How to maintain a clear, strategic mindset in high-stakes situations.
Emotional intelligence & AI – The evolving role of AI in helping professionals improve emotional intelligence and make better, more rational decisions.

Guest:

Jemma has worked with organisations like the Australian Olympic Swim Team, the Australian Defence Force, McKinsey and Atlassian, among others.

You can follow Jemma on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

79. Persuasion, Manipulation and Behavioural Psychology: How Consumer Choice is Shaped w. Dan Monheit

Wed, 29 Jan 2025 07:00:00 +1100

In marketing, there exists a fine line between influencing decisions and crossing into manipulation. The difference? One builds trust while the other erodes it.

Key Takeaways:

Dan’s journey - starting Hardhat and his interest in behavioural science
Introduction to behavioural science and it’s connection to marketing
What are some common behavioural biases you see everyday?

-Default bias

-Framing

-Anchoring

-Loss aversion

-Effort bias

Ethics in persuasion vs manipulation
Navigating dark patterns
How context impacts perception and shapes biases
Essential behavioural science resources for marketers

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

About the Podcast:

78. Answering Your Marketing Questions for 2025 w. Joe Alder, Sam Dodson and Mariano Di Lascio

Wed, 15 Jan 2025 07:00:00 +1100

Rocket Agency’s top experts and Host James Lawrence discuss what will work in digital marketing in 2025 and how to set yourself up for success with the latest on SEO, digital and creative.

Key Takeaways:

How to navigate AI Overviews and the impact on paid search and SEO
Will ChatGPT replace search engines?
How to adapt SEO practices to align with AI-driven algorithms in 2025
How digital marketing roles will remain relevant as we enter the age of AI
How to improve the impact of digital ad creative
The relevance of low-fidelity video content in B2B and its potential in 2025
Interesting strategies that delivered exceptional results in 2024, and how to advocate for them
How to balance investment between brand-building and performance activities
How to maintain creativity across campaigns when constrained by budgets and deadlines
How often should ad creative be updated to optimise conversions?
The most impactful SEO initiative to prioritise in 2025
How to structure and optimise content for SGE’s conversational search approach
How Google Ads will evolve in 2025 and whether TikTok is a viable platform for B2B
Changes to expect on Meta platforms this year

Guests:

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. You can follow Joe on LinkedIn.

Samantha Dodson heads Rocket’s creative wing and brings a wealth of experience, having excelled in both B2B and B2C landscapes for brands including LinkedIn, Adobe, Microsoft and Salesforce, as well as Telstra, WWF, Coca-Cola and KFC. Previously she was the creative lead at BlueMelon and has worked at Ogilvy and DDB. You can follow Sam on LinkedIn.

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. You can follow Mariano on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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From the Archives: How to Build Your Personal Brand as a Marketer w. Fleur Brown

Wed, 01 Jan 2025 07:00:00 +1100

Building your personal brand as a marketer is crucial for career advancement, establishing credibility, obtaining salary increases and creating professional opportunities. This week, James interviews Fleur Brown, celebrated author of ‘The Business of Being YOU: Personal Brand Secrets of CEOs and Celebrities’. Fleur shares why you should be building your personal brand reputation and practical tips for marketing yourself within a competitive industry.

Key Takeaways:

The importance of marketing yourself to stand out from the crowd
What does ‘building your personal brand’ really mean?
Picking three elements to curate your personal brand
Using your LinkedIn profile effectively to establish yourself in your company and industry
The value in transparency and being upfront about your intentions
Creating your own short bio and headshot for distribution
How to get speaking opportunities

Guest:

Fleur Brown is a creative entrepreneur who has helped build the profiles of some of the world's most innovative media, technology and entertainment brands, thought leaders and entrepreneurs. Fleur is passionate about helping individuals establish and grow their personal profile and this website is dedicated to that focus. Formerly, Fleur was the Co-Founder and CEO of award-winning PR Agency, Launch Group, the Founder and Executive Producer of the ENTREPRENEURS TV Show on Sky Business News and a Co-Founder of TEDxSydney - one of the world's largest innovation festivals.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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From the Archives: Career Advice From a Global CMO w. Ryan Bonnici

Wed, 18 Dec 2024 07:00:00 +1100

Ranked in Forbes World's Most Influential 50 CMOs list, Ryan Bonnici shares career advice marketers should take onboard. Ryan has gone from marketing roles in Australia to global CMO roles for two tech unicorns in the USA.

Key Takeaways:

What are the benefits of working for a company that is growing quickly?
The importance of owning a number/region to develop your career
How to gain mentorship and advice from your connections
Knowing your worth as you move through your career
When is the right time to move companies?
Why it’s actually good to talk to your competition

Guest:

Ryan Bonnici was awarded 26th place on the World's Most Influential CMOs in 2020 list by Forbes (up from 41st place in 2019) and is currently the CMO of Wellhub (formerly Gympass). Ryan has extensive experience across B2B and B2C marketing and sales development, which has led to a strong understanding of the processes behind the job, refined interpersonal skills and an advanced understanding and track record in achieving strong return-on-marketing-investment and business growth.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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77. LinkedIn Ads That Work: Expert Tactics w. AJ Wilcox

Wed, 04 Dec 2024 06:30:00 +1100

AJ Wilcox, Founder of B2Linked, has worked with 5 of LinkedIn’s top 10 spending accounts and managed over $150 million in LinkedIn ad spend. Host James Lawrence chats with AJ as they delve into key strategies for maximising the output of LinkedIn ads in 2025, the significance of Thought Leader ads, lead-generation tactics that actually work and more.

Key Takeaways:

The evolution of LinkedIn ads over the years
Effective LinkedIn ads strategies and funnels
Lead generation and conversion tactics
Thought Leadership ads: A game changer
LinkedIn ads vs. other platforms
Effective creative for LinkedIn ads
Exploring Connected TV ads
Advanced targeting techniques
The future of LinkedIn ads

Guest:

AJ Wilcox is the Founder of B2Linked, a LinkedIn Ads-only agency that helps B2B marketers get better results from their LinkedIn campaigns. AJ has worked with 5 of LinkedIn’s top 10 spending accounts and managed over $150 million in LinkedIn ad spend.

He is a trusted expert in LinkedIn Ads and has spoken at more than 80 industry events and appeared on over 200 podcasts. You can follow AJ on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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76. Marketing Metrics That Matter: A Conversation w. Taz Bareham

Wed, 20 Nov 2024 07:00:00 +1100

For marketers in industries with longer or more complex purchase cycles, demonstrating the value of their efforts can be a constant challenge that often impacts budget approvals. In this episode of the Smarter Marketer Podcast, host James Lawrence welcomes back Fractional CMO Taz Bareham for an insightful discussion on marketing measurement, the struggles many marketers face, and practical ways in-house teams can improve their approach to marketing metrics.

Key Takeaways:

How to understand and contextualise data
How to connect marketing to business objectives
What leading and lagging indicators are and how to measure them
Advice for marketers on data and analytics
How to balance brand and performance marketing
Common measurement challenges marketers face and how to tackle them
Prioritising and tracking metrics that matter

Guest:

Taz Bareham is a Fractional CMO with over 20 years of experience across B2B, B2C and SaaS. Previously, she was the Head of Brand & Communications at eBay, and CMO at Ansarada, JobAdder, and Rezdy. In addition to her client-side roles, she has worked in strategy & planning roles at agencies like Clemenger & M&C Saatchi.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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75. The Future of Experiential Marketing: Trends and Innovations w. Laura Roberts

Wed, 06 Nov 2024 07:00:00 +1100

Great marketing is built on creating memorable experiences, whether through digital advertising or offline interactions. Laura Roberts, MD APAC at global experiential marketing agency INVNT joins Host James Lawrence to talk about how brands can craft comprehensive 360-degree campaigns, leverage social media and influencer events, and develop strategies to engage everyone from Boomers to Gen Alpha.

Key Takeaways:

Laura’s journey - from Sydney to NYC and into experiential marketing
What is experiential marketing?
The biggest trends shaping the industry today
Future generations: How to craft experiences for Gen Alpha (Gen A)
How to implement experiential marketing with a modest budget
Examples of successful experiential marketing campaigns - Lamborghini, The Weeknd and more

Guest:

Laura Roberts is the Managing Director for APAC at INVNT, a leading event marketing and branding agency. With over 20 years of experience in experiential marketing across Australia, New York City, the Middle East, and Singapore, Laura has built a career around creating unforgettable brand experiences. Her impressive portfolio includes pioneering Web3 campaigns with Lamborghini, developing immersive reality platforms for Emirates in partnership with AWS, and launching global brand experiences for legendary artists like The Rolling Stones, The Eagles, and Lenny Kravitz. You can follow Laura on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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74. How to Target Your Audience Online w. David Roberts

Wed, 23 Oct 2024 07:00:00 +1100

The way that we can target our perfect customers has changed radically, and what worked a few years back is likely to not work today. Large platforms like Google and Meta have changed how they collect audience data, significantly affecting how you reach and engage with your audience. In this episode, Host James Lawrence talks with Rocket Agency's Commercial Director, David Roberts about the recent changes in digital audience targeting and how to connect with your target market effectively.

Key Takeaways:

The evolution of Google Ads: From search to audience targeting
How to leverage Google's data for effective marketing
The power of affinity and in-market segments
AI-driven targeting in Meta Ads
The rise of TikTok Ads
How programmatic advertising helps target your digital audience
The importance of content marketing in effective audience engagement
How connected TV helps with audience targeting
B2B and B2C best practices for building and nurturing your audience

Guest:

David Roberts is the Commercial Director at Rocket. He works closely with both key clients and prospective clients, helping devise tailored solutions for their digital challenges. Dave has been with Rocket since its inception in 2017, and previously spent five years at The Web Showroom, where he gained extensive experience in the CMS and tech space. You can follow David on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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73. The Future of SEO: Why Google’s Here to Stay w. Joe Alder

Wed, 09 Oct 2024 07:00:00 +1100

Despite the buzz around AI search engines, Google isn’t going away anytime soon. Joe Alder, Head of SEO at Rocket Agency, joins Host James Lawrence to discuss how SEO is likely to change over the next few years, why Google remains relevant today and how in-house marketers can stay ahead of the curve.

Key Takeaways:

The importance of SEO in 2025 and beyond
The latest SEO trends and data insights in Australia
Why “the days of manipulating search engines are gone”
Key SEO strategies and best practices
What is EEAT?
The role of digital PR in SEO
Why SEO and PPC have a symbiotic relationship
The future of SEO: Voice and video search

Guest:

Joe Alder is the Head of SEO at Rocket, where he leads all SEO services and projects. He has over 8 years of experience in implementing complex SEO campaigns and driving tangible results for B2C, B2B and government organisations.Over the course of his career, he has worked for notable brands such as Amazon, Qudos, P&O Cruises, PE Nation, Fujitsu, and Coates, among others. You can follow Joe on LinkedIn.

Find Us Online:

More Smarter Marketer episodes: https://rocketagency.com.au/smarter-marketer-podcast

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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72. PR in The Digital Age: From Newsrooms to Influencers w. Andy Scales

Wed, 25 Sep 2024 07:00:00 +1100

Newsrooms are being cut down, authentic storytelling is the need of the hour, and PR and digital strategies must go hand-in-hand. Host James Lawrence welcomes back Andy Scales, Founder and Director of CampaignLab, to discuss the current trends and challenges in the PR industry in Australia as we near the end of 2024.

Key Takeaways:

The current trends in PR
How to ideate creative PR campaigns
The hallmarks of effective PR articles
How PR differs for B2B vs B2C companies
The impact of AI on PR
Affiliate PR and digital marketing
PR + social media - influencer marketing strategies
How to measure the success of PR
PR mistakes you must avoid

Guest:

Andy Scales is the Founder and Director at CampaignLab, a PR and brand engagement agency established to help clients join conversations its customers are having. At CampaignLab, Andy has won and worked on accounts for Fiji Airways, Decathlon, Oppo, Love Honey, Fujifilm, Crowne Plaza and Hertz. You can follow him on LinkedIn or visit the CampaignLab website here.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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71. Signs Your Agency is the Right or Wrong Fit w. David Lawrence

Wed, 11 Sep 2024 07:00:00 +1100

“It’s not about finding the best agency - it’s about finding the best agency for you.”

With the thousands of agencies in Australia finding the right partner for your needs is becoming trickier each year. Host James Lawrence and Co-Founder of Rocket Agency, David Lawrence discuss critical signs that indicate whether a client and agency is the right fit.

Key Takeaways:

What ‘the right fit’ means, and why it’s important
Signs for evaluating a marketing agency
Achieving results: what to (realistically) expect from an agency
Staff turnover and its impact
Access to senior agency staff
Does your agency respect your time?
Cultural alignment and trust
Why you should seek a proactive agency

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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70. Countdown to 2025: What Marketers Need to Kick-off w. Sachin Rajah

Wed, 28 Aug 2024 07:00:00 +1100

2024 has been a whirlwind for the marketing landscape - privacy laws are changing, paid media targeting has become more challenging, and measurement and attribution are getting increasingly complex by the day. Host James Lawrence and Director of Client Services at Rocket Agency, Sachin Rajah discuss what marketers must do now to set themselves up for success in 2025.

Key Takeaways:

Why first-party data is still important, and how to collect and manage it
Why SEO and organic still matter in the wake of the AI hype
Strategies to tackle privacy updates - now and in 2025
Paid media - new developments across Meta, LinkedIn, YouTube, and Google that marketers need to know
Measurement and attribution - can we still do this as effectively as we could before?

Guest:

Sachin Rajah is the Director of Client Services at full-service digital marketing and creative agency, Rocket. He is both a digital marketer and strategist who has a long track record in achieving huge return-on-marketing-investment and business growth across some of Australia’s largest brands. Sachin has worn many hats in his career—Sales, general manager, entrepreneur, investor, consultant, writer, trainer, mentor, strategist, SEM/Social/EDM/SEO specialist, and Account Director.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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69. How Marketers Can Run Better Pitches w. Darren Woolley

Wed, 14 Aug 2024 07:00:00 +1100

The process for inviting agency pitches is still that of the Mad Men era, despite the industry evolving considerably over the past 50 years. Host James Lawrence chats with Darren Woolley, CEO of marketing management consultancy Trinity P3, about how in-house marketers can run better pitches, the issues with the traditional pitch process, and the importance of clear objectives and effective feedback.

Read the report: The State of the Pitch

Guest:

You can follow him on Instagram [@_trinityp3_], LinkedIn, or find out more on his website.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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68. Content Marketing in the Age of AI w. Marcus Sheridan

Wed, 31 Jul 2024 07:00:00 +1100

The latest AI tools have made it easier than ever to generate content; however, it’s often at the risk of mediocrity. To stand out, your content needs to resonate with your audience and make them feel heard and understood. Host James Lawrence revisits his discussion with Marcus Sheridan, author of New York Times best-seller, 'They Ask, You Answer,' about how addressing customer concerns and creating relevant content can build trust and drive tangible marketing results.

Guest:

Described as a “web marketing guru” by the New York Times, the story of how Marcus Sheridan was able to save his swimming pool company, River Pools, from the economic crash of 2008 has been featured in multiple books and publications around the world. Marcus is the author of the best-selling book, ‘They Ask, You Answer’, which has been named “One of the 5 Best Marketing Books of All Time” by Book Authority.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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About the Podcast:

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.

67. Building Brand Identity Through Sound w. Ralph van Dijk and Ramesh Sathiah

Wed, 17 Jul 2024 07:00:00 +1100

Sound in marketing is much more than just a jingle - it is a powerful asset that influences consumer behaviour and builds long-term brand recognition. Ralph van Dijk and Ramesh Sathiah, Founders of Resonance Sonic Branding, talk about the process of creating a sonic identity, the importance of having distinguishable audio assets, and how even smaller businesses can benefit from defining their brand's sound essence.

Guests:

Ralph van Dijk and Ramesh Sathiah are the Founders of Resonance Sonic Branding, a Sydney-based specialist sonic branding agency that combines music and marketing to create sonic identities for brands. The agency has worked with renowned brands and crafted sonic identities for Commonwealth Bank, Woolworths, Canva, Toyota, the ADF, and the Australian Open, to name a few.

In addition to their roles at Resonance, Ramesh and Ralph extend their expertise to Massive Music, a globally recognised sonic branding agency. Ramesh serves as the Executive Creative Director and Joint Managing Director of Creative Services (APAC), while Ralph is the Director of Music and Brands (APAC). He is also the Founder of specialist radio agency Eardrum.

Follow Ralph and Ramesh on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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66. How To Fix A Failing Campaign w. Sachin Rajah

Wed, 03 Jul 2024 07:00:00 +1100

Diagnosing and fixing underperforming campaigns is both an art and a science that can break your marketing strategy if done incorrectly. Sachin Rajah, Director of Client Services at Rocket Agency and Host James Lawrence discuss the significance of tracking and data accuracy, the role of creative in campaign success, audience targeting, and leveraging AI in ad platforms.

Guest:

Sachin Rajah is the Director - Client Services at digital marketing agency, Rocket. He is both a digital marketer and strategist who has a long track record in achieving huge return-on-marketing-investment and business growth across some of Australia’s largest brands. Sachin has worn many hats in his career—sales, general manager, entrepreneur, investor, consultant, writer, trainer, mentor, strategist, digital specialist and account director.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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65. eCommerce Lifecycle Marketing in 2024 w. Joshua Chin

Wed, 19 Jun 2024 07:00:00 +1100

Strategic lifecycle marketing is the cornerstone of a thriving eCommerce business, especially as the digital landscape evolves with AI advancements and privacy updates. Engaging and retaining customers has never been more crucial. Joshua Chin, Founder of Chronos Agency, breaks down lifecycle marketing, offering key insights on leveraging customer data for personalisation. He shares invaluable tips for optimising marketing efforts - from crafting successful campaign strategies and boosting click rates to exploring the untapped potential of direct mail in today's shifting environment.

Guest:

Joshua Chin is the CEO and Founder of global lifecycle marketing firm Chronos Agency, which has recently expanded to Australia and empowers DTC brands to boost profits through email, SMS, and Mobile Push Marketing. He also hosts the eCommerce Profits Podcast, where he shares insights on scaling business success, and serves as the Marketing and Communications Chair at Entrepreneurs’ Organisation Singapore.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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64. AI in Marketing: Hype vs. Reality w. David Lawrence

Wed, 05 Jun 2024 07:00:00 +1100

Bold claims have been made about AI revolutionising how marketing is done, potentially eliminating millions of marketing jobs worldwide. As we approach mid-2024, David Lawrence and James Lawrence delve into the impact of AI on the Australian marketing landscape. David advocates for a balanced approach, embracing new technologies with a dose of healthy skepticism. He emphasises the importance of marketers staying informed and cutting through the AI hype.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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63. Project Management for Marketers w. Gavin Watson

Wed, 22 May 2024 07:00:00 +1100

Collaboration and communication are the key drivers for any successful marketing team to function. Gavin Watson, Senior Industry Lead for Marketing at monday.com, reveals how businesses are using the visibility and integration tools in project management tech to improve team efficiency and streamline marketing projects.

Guest:

Gavin Watson is the Senior Industry Lead Marketing, Creative, Retail and Manufacturing for Asia Pacific and Japan at monday.com. He has over 20 years of experience in tech and marketing and was previously Director of Strategic Partnerships at Outfit.io, Chief Commercial Officer at Automaton and Director Sales and Marketing at WPP, where he excelled in streamlining operations and driving mar-tech innovations.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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62. Measuring the Impact of Your Marketing w. Paul Sinkinson

Wed, 08 May 2024 07:00:00 +1100

Understanding your user journey and tracking their path to purchase is vital when forming a strategy and allocating your marketing budget to appropriate channels. Paul Sinkinson shares how the best marketers use data, creative assets, and AI to make smart marketing decisions.

Guest:

Paul Sinkinson is the Managing Director of Sydney-based global marketing consultancy Analytic Partners, which delivers customised analytics that improve sales and marketing ROI. He has over 20 years of marketing analytics experience across many of Australia’s leading brands, and was previously a Partner at the Leading Edge, and Director at Nielsen, to name a few.

Related Resources:

20 Insights for 20 Years E-book: https://analyticpartners.com/resources/twenty-insights-ebook/

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

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61. The Importance of First-Party Data w. David Lawrence

Wed, 24 Apr 2024 07:00:00 +1100

Google, Meta, and other platforms are going cookie-less, making it increasingly difficult for marketers to access third-party data and reach their audience in an impactful way. David Lawrence, Co-Founder of Rocket Agency talks about the importance of using first-party data to stay competitive; through personalized targeting, greater alignment with your audience’s needs, and building stronger customer relationships.

Guest:

David Lawrence is the MD and Co-Founder of Rocket, an award-winning Australian 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 a variety of seminars and in-house sessions.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

60. Rise of the Fractional CMO w. Taz Bareham & Danielle Stitt

Wed, 10 Apr 2024 08:00:00 +1100

Fractional CMOs can be a game-changer for many businesses; diagnosing key problems, pivoting strategy, and reshifting team dynamics. Experienced Fractional CMOs, Taz Bareham and Danielle Stitt, share how they help businesses develop successful long-term marketing strategies and achieve their business goals.

Guests:

Taz Bareham and Danielle Stitt are fractional CMOs with significant marketing experience across different industries and brands.

Taz has over 20 years of experience across B2B, B2C and SaaS. Previously, she was the Head of Brand & Communications at eBay, and CMO at Ansarada, JobAdder, and Rezdy. In addition to her client-side roles, she has worked in strategy & planning roles at agencies like Clemenger & M&C Saatchi.

Danielle is experienced in marketing across finance, insurance, fintech, and private equity. She has worked at organisations such as Hyperion, ABN Amro, and Macquarie. She has spent much of the past 10 years at BlueChip Communications where she has helped drive strategy for an array of financial services brands.

Follow Taz and Danielle on LinkedIn.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

59. Short-Form Video Secrets: Crack the Code on TikTok, Reels, and Shorts w. Edwin Smith

Wed, 27 Mar 2024 08:00:00 +1100

With TikTok, Instagram Reels and YouTube Shorts dominating the organic social space, short form video is vital to reach large audiences and create an engaging brand image. Edwin Smith, Founder and CEO of The Social Sandwich, gives practical advice on how your brand can dominate on social platforms.

Guest:

Edwin is the Founder and CEO of The Social Sandwich and leads strategy across FaceBook, Instagram, Twitter, TikTok, Snapchat, and Twitter (X) for small businesses. Previously, Edwin was the Senior Social Media and YouTube Producer on The Voice Australia, and was also the Senior Social Producer at Network 10. He has also led strategies for the Australasian Survivor, I’m a Celebrity Get Me Out of Here, and 10 Sport.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

58. Marketing for Change: Smashing Stereotypes & Shaping Culture w. Cindy Gallop

Wed, 13 Mar 2024 08:00:00 +1100

Marketing and advertising shape people’s attitudes, mindsets and behaviour. Yet, the advertising industry has historically relied on stereotypes. Cindy Gallop challenges marketers to reinvent what is aspirational, and use marketing as a lever to lead a positive change in society. She challenges adland’s obsession with sexism and ageism, highlights the underrepresentation of women and people of colour in agency ownership, and talks about how her online platform MakeLoveNotPorn is breaking barriers and creating a more inclusive, considerate sex culture.

Guest:

Cindy Gallop is a branding, advertising and marketing expert with over 30 years of industry experience. She launched the US office of ad agency Bartle Bogle Hegarty in New York and was named Advertising Woman of the Year in 2003. She has also been recognised as one of the 15 Most Important Marketing Strategy Thinkers Today by Business Insider. She is the Founder of MakeLoveNotPorn, a platform designed to promote good sexual behaviour.

Related Links:

Cindy Gallop on the Own It Podcast

Invest in MakeLoveNotPorn

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

57. Understanding Google Consent Mode & Facebook CAPI w. Sachin Rajah

Wed, 28 Feb 2024 07:00:00 +1100

Google and Facebook are taking big strides this year to address users’ core privacy concerns, including Google Consent Mode mandatory from March 2024, and the introduction of Facebook Conversion API (CAPI). Sachin Rajah discusses what this means, and how to comply so that your marketing performance isn’t negatively impacted.

Guest:

Sachin Rajar is the Head of Client Services at digital marketing agency, Rocket. He is both a digital marketer and strategist who has a long track record in achieving huge return-on-marketing-investment and business growth across some of Australia’s largest brands. Sachin has worn many hats in his career—Sales, general manager, entrepreneur, investor, consultant, writer, trainer, mentor, strategist, SEM/Social/EDM/SEO specialist and Account Director. You can follow him on LinkedIn [https://www.linkedin.com/in/sachinrajah/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

56. Career Advice, AI and the Future of Marketing w. Hubspot's Kat Warboys

Wed, 14 Feb 2024 07:00:00 +1100

Hubspot is one of the leading software brands for inbound marketing, sales, and customer service. Kat Warboys, Senior Marketing Director for Hubspot’s APAC region, discusses inbound strategy, how AI is impacting content creation, and the rapidly changing nature of marketing as it pertains to digital.

Guest:

Kat Warboys is the APAC Marketing Director at HubSpot. Kat is responsible for growing HubSpot’s business in the Asia Pacific region, managing everything from demand generation to sales enablement and customer advocacy. Kat’s personal mission is to help other marketers realise the importance of their role in the customer experience, by championing cross-team alignment to help organisations grow better, not just bigger, through word-of-mouth. With over 10 years’ experience with Marketing Automation and CRM platforms, Kat’s experience spans across both B2B and B2C organisations. You can follow her on LinkedIn [https://www.linkedin.com/in/katwarboys/?originalSubdomain=au].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

55. How to Find the Right Agency For Your Business w. Drew McLellan

Wed, 31 Jan 2024 07:00:00 +1100

How do you go about finding a new marketing agency, and how do you know if they’re the right fit for your business? With experience on both client and agency side, Drew McLellan, CEO of the Agency Management Institute shares how to best approach the agency procurement process.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

54. Answering Your Marketing Questions for 2024 w. Kayley Melham

Wed, 17 Jan 2024 07:00:00 +1100

James Lawrence answers your top 9 questions for marketing in 2024: What channels should you be playing in? What are the biggest challenges facing marketers? How are customer journeys changing and how can you measure results? Listen now.

Guest:

Kayley is the Marketing Coordinator at Rocket Agency, and works with the team to deliver insightful and informative copy, organise their webinar events, and manage the company’s organic social channels. She also produces the Smarter Marketer Podcast, the definitive podcast for Australian marketers, hosted by Rocket's Co-founder and Director, James Lawrence. Follow her on LinkedIn [https://www.linkedin.com/in/kayley-melham-a36658209/]

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

(Repeat) Balancing Brand and Performance w. Lindsay Rogers + Tristan Velasco

Wed, 03 Jan 2024 07:00:00 +1100

Three agency founders discuss how marketers should balance brand building vs performance marketing, the value of creating a long-term marketing strategy and how to educate stakeholders on the role and relationship between longer-term and shorter-term marketing activities. As well as the importance of telling a story to effectively connect with your audience. Listen now.

Guest:

On the podcast this week we have Co-Founders of branding and content agency Chello; Lindsay Rogers (Managing Director) and Tristan Velasco (Creative Director). Founded in 2014, independent agency Chello has worked on award-winning creative projects for clients including Shopify, Uber Eats, My Muscle Chef, Mirvac, Qudos Bank, PWC, Volkswagen and the Australian Government. You can follow both Lindsay and Tristan on LinkedIn [https://www.linkedin.com/in/tristan-velasco-043bb016/] [https://www.linkedin.com/in/lindzrogers/] or visit the Chello website [https://www.chello.com.au/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

(Repeat) What You Need To Know About SEO in 2023 w. Daniel Costa

Wed, 20 Dec 2023 07:00:00 +1100

With organic visits driving over half of online traffic to websites, your business must have a solid SEO strategy to compete in search results. Daniel Costa, Head of SEO at Rocket, discusses SEO trends in 2023 and the top 10 actions you need to take this year to succeed.

Guest:

Daniel Costa is an experienced Search Engine Optimization Consultant with a demonstrated history of working in the marketing and advertising industry, and is Rocket’s Head of SEO. He has been involved in numerous complex SEO campaigns involving global domains, migrations, e-commerce, lead gen, local, technical analysis, link building strategy and content plans. Daniel is a strong marketing professional with a Bachelor of Business and Commerce focused in Marketing and Human Resources from Western Sydney University. You can follow him on LinkedIn [https://www.linkedin.com/in/daniel-costa-52a280150/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

53. How to Start a Podcast w. Kayley Melham

Wed, 06 Dec 2023 07:00:00 +1100

Need help starting a podcast? This episode details the best way to coordinate guests, where you should stream for listeners, the process of setting up an episode and how to measure success. Kayley Melham, producer of the Smarter Marketer podcast gives a detailed guide on all you need to know about setting up a podcast.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

52. What You Need To Know about GA4 w. Sachin Rajah

Wed, 22 Nov 2023 07:00:00 +1100

How does GA4 compare to Universal Analytics and why might your data be inconsistent across the two platforms? Here is a simple guide to the main differences between UA and GA4 and how they might impact how you interpret and analyse your data.

About the Guest:

Sachin Rajah is the Head of Client Services at digital marketing agency, Rocket. He is both a digital marketer and strategist who has a long track record in achieving huge return-on-marketing-investment and business growth across some of Australia’s largest brands. Sachin has worn many hats in his career—Sales, general manager, entrepreneur, investor, consultant, writer, trainer, mentor, strategist, SEM/Social/EDM/SEO specialist and Account Director. You can follow him on LinkedIn [https://www.linkedin.com/in/sachinrajah/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

51. How to Use AI When Copywriting w. Ralph Grayden

Wed, 08 Nov 2023 07:00:00 +1100

How can you use ChatGPT to write a blog? What about advertising copy? Is Google Bard or ChatGPT better at copywriting? Ralph Grayden, CEO and Founder of Sydney-based copywriting agency, Antelope Media, shares how you can integrate AI and machine learning effectively into all of your copywriting tasks.

Guest:

Ralph Grayden is the owner of Sydney-based copywriting agency, Antelope Media. He is both a journalist and copywriter specialising in financial services, legal and professional services and other complex subjects. Ralph is also the author of Amazon Best Seller, Page Three: A very London story eBook. He writes several popular and practical guides for marketers using AI in copywriting. You can follow him on LinkedIn here [https://www.linkedin.com/in/ralphgrayden/], or read his blog articles here [https://www.antelopemedia.com.au/author/ralph-grayden/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

50. Drawing Insights and Forming Strategy w. Julian Cole

Wed, 25 Oct 2023 07:00:00 +1100

Julian Cole, leading strategy consultant to brands including Uber, Apple, Facebook, and Disney shares his practical advice on how to create a marketing strategy. He also discusses what ‘insights’ really are, and how you can use them to drive your creative and messaging.

Guest:

Julian Cole is a strategy consultant to leading brands including Uber, Apple, Facebook, and Disney. Previously he was Head of Comms Planning at BBDO New York, where he oversaw a team of 15+ strategists who created award-winning work for Bacardi, Footlocker, Mountain Dew, GE, Snickers, M&Ms, Lowes, Interscope Records, Bombay Sapphire and the Sandy Hook Foundation. Prior to that he was Head of Communications Planning at BBH New York, helping to launch the PlayStation 4 to be the highest selling console launch in gaming history. You can find him on LinkedIn [https://www.linkedin.com/in/juliancole/] or visit his website here [https://www.juliancolestrategy.com/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

49. Dark Social and Attribution Challenges w. Rand Fishkin

Wed, 11 Oct 2023 07:00:00 +1100

How well do you really know your audience? In this episode, James interviews legendary international marketer and CEO of SparkToro, Rand Fishkin. He shares his thoughts on current macrolevel trends, the impact of dark social, and how you can use data to transform your strategy.

Guest:

Rand Fishkin is the cofounder and CEO of SparkToro, makers of fine audience research software. He’s dedicated his professional life to helping people do better marketing through his writing, videos, speaking, and his book, Lost and Founder. When Rand’s not working, he’s usually cooking a fancy meal for the love of his life, author Geraldine DeRuiter. If you bribe him with great pasta or fancy cocktails, he’ll pull back the curtain on big tech’s dark secrets. You can find him on LinkedIn [https://www.linkedin.com/in/randfishkin/], or learn more about SparkToro [https://sparktoro.com/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

48. Advice for Marketing Graduates Breaking Into the Industry w. Ryan Bonnici

Wed, 27 Sep 2023 07:00:00 +1100

Whether you’re in your later years of university, or you’ve graduated and you’re on the search for your first full-time role. Ryan Bonnici shares his experience working for Microsoft, Hubspot, and now CMO at Gympass, while giving practical advice on how to land your first marketing role and excel in the industry.

Guest:

Ryan Bonicci was awarded 26th place on World's Most Influential CMOs in 2020 list by Forbes (up from 41st place in 2019). He is currently the CMO of Gympass, an employee wellness benefit that offers unlimited access to the world's largest network of gyms, studios and activities. Ryan has extensive experience across B2B and B2C marketing and sales development, which has led to a strong understanding of the processes behind the job, refined interpersonal skills and an advanced understanding and track record in achieving strong positive return-on-marketing-investment and business growth. Follow him on [https://www.linkedin.com/in/ryanbonnici/], or go to the Gympass website [https://site.gympass.com/us].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

47. Preparing For Black Friday & Cyber Monday w. Iain Calvert

Wed, 13 Sep 2023 09:00:00 +1100

If you’re running an ecommerce business you need to start planning for Black Friday and Cyber Monday. Ecommerce coach Iain Calvert shares the key factors e-commerce businesses should consider when preparing for this vital period.

Guest:

Iain (aka “ian”, that double “I” throws a lot of people) is an Australian based eCommerce consultant and trainer that has worked with the likes of Billabong, Vogue, Quiksilver and 100’s others under NDAs. He applies what he learned working for big eCommerce businesses to help independent Aussies businesses sell online. Originally growing up in the UK he started in eCommerce in 2003. He moved to Brisbane in 2011 to join, and eventually end up running, one of the largest independent digital and eCommerce marketing agencies in Australia. He now lives in Melbourne, where he works as an Ecommerce Consultant for a select handful of Aussie brands helping them sell successfully online. Iain’s definition of eCommerce success is having more money in the bank at the end of the month, rather than ridiculous headline-grabbing quotes like “XYZ now worth $100m”. After working with and seeing the inside of these fast-growing companies he came to learn they aren’t all they seem. He believes that popular doesn’t mean profitable and applies this to eCommerce. Due to restricting the no. of clients in his eCommerce consulting practice, and repeatedly being asked to help other Aussie eCommerce businesses, he setup up Boom - Aussie Ecommerce Training to document what he knows and share it with fellow Aussies or anyone with an interest in selling in Australia. You can follow him on LinkedIn [https://www.linkedin.com/in/iaincalvert/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

46. The Growth of Out of Home For Australian Marketers w. Josh Gurgiel

Wed, 30 Aug 2023 09:00:00 +1100

Out of Home media spend in Australia is now over $1bn annually and it is one of the fastest growing media channels. oOh!media is the largest out-of-home company in Australia with more than 37,000 digital and static asset locations. Josh Gurgiel, Head of Creative for oOh!media’s content and creative innovation hub, POLY reveals the power of out-of-home media, the impact digitisation, and how your brand should be playing in this space.

Guest:

Josh Gurgiel’s obsessive engagement with Outdoor advertising makes him a hazard to anyone on the road. He has managed to channel this passion (read: obsession) into a successful media career, falling in love with the medium whilst working as a media planner at OMD and then Carat, before doubling-down and joining the Strategic Client Solutions team at oOh!media in 2017 where he would ultimately lead the team in the Southern markets in crafting dynamic and data-led OOH solutions. He spent a year as Head Media Thinker at full-service creative agency, Thinkerbell, but the allure of the creative possibilities of Out-of-Home was too strong, seeing Josh return in 2022 to serve as Head of Strategy, and more recently, as Head of Creative for POLY – oOh!media’s content and creative innovation hub.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

45. Career Advice from 2022 Australian CMO of the Year w. Aimee Engelmann

Wed, 16 Aug 2023 09:00:00 +1100

Aimee Engelmann, 2022 Australian Marketing Institute CMO of the Year, shares her career advice for marketers: experience on managing senior stakeholders, picking the right job, networking with those in the industry, the value of mentorship and coaching, as well as what businesses look for in the hiring process.

Guest:

Aimee Engelmann is a recent graduate of Australian Institute of Directors (2019) GAICD, CMO of the Year (2022) Fellow and CPM all awarded by the Australian Marketing Institute. She is currently the Current Chief Revenue Officer at Flexhive by Hudson. Aimee held previous roles as Chief Revenue Officer at Time Doctor - a leading global SaaS business, and Chief Marketing Officer at Probe Group. She was the Founder and CEO of Beepo, a highly reputable outsourcing firm based in the Philippines, founded a Marketing Agency, TLS Marketing Solutions in the telecommunications niche and Flipside Group, a Marketing Agency dedicated to content and inbound led marketing. In prior corporate roles, she held positions in Telecommunications (5+ Years @ Telstra), Financial Services (QCU), FMCG (Cadbury Schweppes) and Direct Marketing (Security Mail/SEMA). You can follow her on LinkedIn [https://www.linkedin.com/in/aimeeengelmann/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

44. Local SEO in 2023: 7 Ways to Improve Your Local Search with Daniel Costa

Wed, 02 Aug 2023 09:00:00 +1100

With the rise of local and "near me" searches, local SEO is becoming increasingly important for most businesses. Daniel Costa, Head of SEO at Rocket Agency, shares the 7 most important Local SEO actions you need to implement to improve results from organic search.

Guest:

Daniel Costa is an experienced Search Engine Optimization Consultant with a demonstrated history of working in the marketing and advertising industry, and is currently Rocket’s Head of SEO. He has been involved in numerous complex SEO campaigns involving global domains, migrations, e-commerce, lead gen, local, technical analysis, link building strategy and content plans. Daniel is a strong marketing professional with a Bachelor of Business and Commerce focused in Marketing and Human Resources from Western Sydney University. You can follow him on LinkedIn [https://www.linkedin.com/in/daniel-costa-52a280150/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

43. How To Build Your Personal Brand As a Marketer w. Fleur Brown

Wed, 19 Jul 2023 09:00:00 +1100

Guest:

Fleur Brown is a creative entrepreneur who has helped build the profiles of some of the world's most innovative media, technology and entertainment brands, thought leaders and entrepreneurs. Fleur is passionate about helping individuals establish and grow their personal profile and this website is dedicated to that focus. Fleur is Cofounder and CEO of award-winning PR Agency the Launch Group, Founder and Executive Producer of the ENTREPRENEURS TV Show on Sky Business News and a CoFounder of TEDxSydney - one of the world's largest innovation festivals.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

42. Is Google on the Decline in Australia? w. Kayley Melham

Wed, 05 Jul 2023 09:00:00 +1100

The rise of Amazon, "social search" and ChatGPT offer the greatest threat to Google in Australia for almost 20 years. Resident Smarter Marketer and Rocket’s in-house Marketing Coordinator, Kayley Melham, discusses with James Lawrence what marketers need to know about the evolving search industry.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

41. How to Nurture Existing Customers w. Kieran Krohn

Wed, 21 Jun 2023 09:00:00 +1100

It’s 5x more cost-effective to win business from an existing customer than having to land a new one. Kieran Krohn, Senior Sales Manager at Hubspot, shares how businesses can better engage existing customers.

Guest:

Kieran Krohn is currently the Senior Sales Manager at Hubspot, where he has worked for over 7 years. Previously, he was the Principle Channel Partner Manager and Senior Partner Acquisition. With a strong background in both sales and marketing, Kieran is a member of both the Founders Club and the Presidents Club. You can follow him on LinkedIn [https://www.linkedin.com/in/kierankrohn/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

40. B2B Marketing in 2023 with Stuart Jaffray

Wed, 07 Jun 2023 10:00:00 +1100

In this episode James and Stuart Jaffray, MD of highly regarded Australian B2B marketing agency, Green Hat, discuss the state of B2B marketing as we near the halfway mark of 2023. They discuss what the best performing B2B marketing teams are doing to increase leads and sales.

Guest:

Stuart Jaffray is the Managing Director at Green Hat, an integrated marketing agency specialising in Business-to-Business. He worked for BMW for over 10 years as Brand Communication & Marketing Services Manager as well as General Marketing Manager. Stuart also presented at the B2B Marketing Leaders Forum in Sydney. You can follow him on LinkedIn [https://www.linkedin.com/in/stuart-jaffray/] or visit his website [https://green-hat.com.au/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

39. Balancing Brand and Performance w. Lindsay Rogers + Tristan Velasco

Wed, 24 May 2023 10:45:00 +1100

Three agency founders discuss how marketers should balance brand building v performance marketing. The value of creating a long-term marketing strategy and how to educate stakeholders on the role and relationship between longer-term and shorter-term marketing activities. As well as the importance of telling a story to effectively connect with your audience. Listen now.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

38. Marketing to a Chinese Audience w. Ophenia Liang

Wed, 10 May 2023 10:00:00 +1100

Whether marketing into mainland China or Chinese speakers in Australia, a different approach to digital is needed. In this pod, Ophenia Liang shares practical and insightful advice for marketing to a Chinese audience. From the different media platforms you need to be across, to audience segmentation and online behaviours. If you’re marketing to a Chinese audience in Australia or internationally, then this episode is a must-listen!

Guest:

Ophenia Liang is an entrepreneur with a focus in building cross-cultural businesses by realizing talents and resources around the world. Her area of expertise covers cross-cultural team management, strategic marketing planning, international media strategy planning. She has assisted key global brands to enter and grow in the Chinese market through her strategic planning and execution. She holds a public relations degree from Sun Yat-Sen University, a Masters in Marketing from Melbourne University and is an accredited translator with the National Authority of Translators and Interpreters. Ophenia is the winner of City of Sydney Business Award, Young Entrepreneur 2017; Winner of Australia China Alumni Award ( ICT & New Media), and a top 10 Agency Influencer on LinkedIn. You can follow her on LinkedIn [https://www.linkedin.com/in/ophenialiang/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

37. What Marketers Need to Know About Spotify Ads w. Simon Connolly

Wed, 26 Apr 2023 09:00:00 +1100

Discover everything you need to know about Spotify Ads in 2023. Simon Connolly, Head of SMB at Spotify ANZ, shares insights on boosting brand awareness with Spotify’s targeting options, ad specs, and how to master the Spotify Ad studio.

Guest:

Simon Connolly is Head of SMB, Australia and New Zealand at Spotify. Previously, Simon was a Team Lead SMB at TikTok, and was an Account Manager at both Yahoo and Oath. He has over 11 years of digital marketing experience working across manual, programmatic display and paid search. You can follow him on LinkedIn [https://www.linkedin.com/in/sijconnolly/details/experience/] .

Resources Mentioned in the Episode:

Studio Sessions Presents: The Secret Sauce - How to Write the Perfect Audio Ad: https://www.youtube.com/watch?v=R3qVminmSbk

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

36. How To Run Successful Webinars w. Eshita Durve

Thu, 13 Apr 2023 10:00:00 +1100

Webinars can be an excellent top-of-funnel promotional activity! Eshita Durve shares practical advice for running successful webinars, including how to choose an interesting topic, setting up your event day checklist, and how to turn your registrants into paying customers!

Guest:

Eshita Durve leads the in-house Marketing team at Sydney-based, award-winning marketing agency, Rocket. As a marketer with a strong background in sales, she is passionate about using marketing technology to drive tangible business outcomes (Read: Eshita is not into fluff metrics). With 8 years of driving results both in-house and agency-side, Eshita was recently recognised as a finalist in the marketing category at the B&T Women in Media Awards. Follow her on LinkedIn [https://www.linkedin.com/in/martecher/].

Resources Mentioned in the Episode:

https://rocketagency.com.au/resources/free-downloads/run-perfect-webinar

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

35. Influencer Marketing w. Sharyn Smith

Wed, 29 Mar 2023 10:00:00 +1100

We interview the Founder of Australia’s largest influencer marketing company, Sharyn Smith, on influencer marketing in Australia. She discusses what influence is, how to choose the right influencer, the importance of content creation, and what you need to do to succeed in the space.

Guest:

Sharyn Smith is the CEO and Founder of Social Soup, Australia’s largest, award-winning, influencer marketing company. Social Soup has pioneered the influencer marketplace, having conducted 500+ influencer campaigns, and working with brands such as Aldi, Lego, L’Oreal, Philips, Huggies, Weetbix and many more. You can follow her on LinkedIn [https://au.linkedin.com/in/sharynsmithsoucialsoup].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

34. Digital Marketing Campaign Deep-Dive | LIV Mirvac w. Jade MacAuslan

Wed, 15 Mar 2023 09:00:00 +1100

In this episode, we take a deep dive into one of the most successful digital marketing campaigns in Australia over the past 5 years - Mirvac's LIV launch. Winner of multiple awards including 'Best Advertising Campaign' at Semrush Awards 2021 and 'Best use of Data' at APAC Search Awards 2022, we explore how this brand new category achieved a 15.9x ROI and a 720% increase in conversion rate MoM with an integrated digital marketing strategy. Tune in to discover the secrets behind this phenomenal success. This episode was requested by a listener.

Read More About the award-winning LIV Campaign: https://rocketagency.com.au/case-studies/liv-mirvac

Guest:

Jade MacAuslan is the Marketing Manager at LIV Mirvac, Build-to-Rent. She has more than 20 years of success across business intelligence, tech and brand development. Previously, Jade was the Digital Marketing Director UKO Co-Living, General Manager - Marketing & Technology at Rugby Australia, and Brand Manager for Smith's Potato Chips at PepsiCo. You can follow her on LinkedIn [https://www.linkedin.com/in/jademacauslan/], or find out more about LIV Mirvac [https://www.livmirvac.com/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

33. ChatGPT Emergency Pod - What Australian Marketers Need To Know w. David Lawrence

Wed, 01 Mar 2023 10:00:00 +1100

ChatGPT is changing the face of marketing (and the world). David Lawrence is on the pod to confirm that all is not lost - and if you use ChatGPT effectively, it can actually make your job easier! If you don’t use it well, you’ll be stuck with mediocrity. This episode discusses ChatGPT’s limitations, how to perfect your writing prompts, and how it can be used to its best potential.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

32. Your Most Asked Marketing Questions for 2023 w. Kayley Melham

Wed, 15 Feb 2023 09:00:00 +1100

How is AI like ChatGPT going to impact marketing? Where should you spend your marking dollars with a small budget? Any advice on attribution? Kayley Melham interviews James Lawrence on your 10 most asked marketing questions for 2023.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

31. What You Need To Know About SEO in 2023 w. Daniel Costa

Wed, 01 Feb 2023 08:00:00 +1100

With Google organic driving over 50% of web traffic to sites in Australia everyday SEO gets more important each year. Daniel Costa, Head of SEO at Rocket, discusses SEO trends in 2023 and the top 10 actions you need to take this year to succeed.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

30. Masculinity in Marketing and B&T Best Advertising Campaign Of 2022 - 'Boys Do Cry' w. Simon Lee

Wed, 18 Jan 2023 10:00:00 +1100

Simon Lee, one of the leading creative minds in Australian advertising, shares his groundbreaking and award-winning campaign 'Boys Do Cry'. Winner of 2022 B&T Best Advertising Campaign the 'Boys Do Cry' campaign has become a global movement that has changed the conversation about men’s mental health. Listen to how Simon created an anthem for a new mold of masculinity - rewriting The Cure’s famous song ‘Boys Don’t Cry’ into Boys Do Cry.

Guest:

Simon Lee is the Chief Creative Officer (CCO) and Partner at The Hallway, an Independent Advertising Agency based in Pyrmont, Sydney. He is recognised as one of the leading creative minds in Australian advertising, having created successful campaigns for Westpac, The Australian Financial Review and Qantas Frequent Flyer to name a few. You can follow him on LinkedIn [https://www.linkedin.com/in/simon-lee-790a2ba/] or go to his website [https://www.thehallway.com.au/].

Resources Mentioned:

Here is the official Boys Do Cry website where you can watch the full video and access valuable mental health resources [https://boysdocry.com.au/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

(Repeat) Marketing to Generation Z w. Katy Richardson

Wed, 04 Jan 2023 10:00:00 +1100

Here is a replay of the #2 most downloaded episode of 2022.

Katy Richardson is the Creative Services & Marketing Director at UNiDAYS, a website giving university students and graduates discounted deals on products and services. She shares how to best market to Gen Z consumers, and most importantly, what doesn’t work. You can follow her on LinkedIn [https://www.linkedin.com/in/katyrichardson1/] or visit the UNiDAYS website [https://www.myunidays.com/AU/en-AU].

Guest:

Katy is the Creative Services & Marketing Director at UNiDAYS, ANZ. She’s a go-to on the next gen’s habits and attitudes whilst creating conversation on the role brands can play in empowering young people. You can follow her on LinkedIn [https://www.linkedin.com/in/katyrichardson1/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

(Repeat) How to Hire Great Marketers w. Alicia Lykos

Wed, 21 Dec 2022 10:00:00 +1100

Here is a replay of the #1 most downloaded episode of 2022.

Struggling to hire and keep talented marketers in Australia? Recruitment expert Alicia Lykos reveals where you should advertise open positions, how to be recruitment ready, and why a graduate program could be the best thing for your business!

Guest:

Alicia Lykos is the owner and founder of Red Wolf Group and is the trusted advisor to CEO’s across the country, helping them to optimise their talent to deliver on their strategy. Alicia has been in numerous executive HR roles across leading global IT organisations including Unisys, SAS Institute and Object Consulting. She is now the right hand to dozens of CEOs across Australia and is seen as their strategic talent advisor helping them drive growth and high performance using people data and leadership frameworks. Red Wolf Group in a leading Talent & Leadership Consultancy in Australia and she is focusing on helping organisations lead with confidence. Follow her on LinkedIn [https://www.linkedin.com/in/alicialykos/] and on Instagram [@redwolfgroup], or visit her website [redwolfgroup.com.au].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

29. What PR Is (And What It Isn't) As We Enter 2023 w. Andy Scales

Wed, 07 Dec 2022 10:00:00 +1100

Andy Scales, Founder of highly decorated Australian PR agency CampaignLab, discusses how PR has changed over the past 10 years. Andy deep-dives earned media, where media mentions sit as we near 2023, and what activities are generally undertaken in leading PR campaigns.

Guest:

Andy Scales is the Founder and Director at CampaignLab, a PR and brand engagement agency established to help clients join conversations its customers are having. At CampaignLab, Andy has won and worked on accounts for Fiji Airways, Oppo, Love Honey, Fuji Film, Intercontinental and Hertz.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

28. Why Great Marketing Starts with Research w. Nick Palmer

Wed, 23 Nov 2022 10:00:00 +1100

CEO of leading Australian market research company, Nick Palmer, shares the value in conducting research for your company. From segmenting, targeting and positioning, to conducting effective qualitative and quantitative research… this episode is full of practical takeaways.

Guest:

Nick is a career brand and communications researcher and strategist, and recognised specialist in measuring advertising effectiveness, with global experience in agencies ranging from Millward Brown to Hall & Partners. Through his role as CEO at House of Brand, Nick relentlessly pursues breakthrough brand insights for clients, as well as leading the pioneering and development of the HOB offer. Nick holds a Bachelor of Science in Marketing from Lancaster University, UK. Follow him on LinkedIn [https://www.linkedin.com/in/nick-palmer-a55b8111/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

27. How to Identify, Hire and Retain Great Junior Marketers w. Brittany Smith

Wed, 09 Nov 2022 10:00:00 +1100

Brittany Smith is Head of the Rocket Academy, Rocket’s intern and graduate program, identifying, mentoring and training junior marketers. She is on the pod to share insights about the most effective methods of training juniors, and the value they can bring to your company.

Guest:

Brittany Smith has over seven years of experience both in-house and agency-side, working across industries from hospitality and tourism to finance, property and tech. She is currently a Senior Account Manager at Rocket Agency, and is Head of the Rocket Academy. Prior to Rocket, Brittany was an Account Manager at The Cru, a boutique brand communications agency specialising in the hospitality industry.

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

26. How I Grew My TikTok to 9.9m Likes in One Year w. Jahan Kalantar

Wed, 26 Oct 2022 10:00:00 +1100

Jahan Kalantar grew his TikTok to 302K followers and 9.9m likes within a year. He is on the pod to discuss his journey to success, and share practical takeaways to build your company’s presence and engagement on Tiktok.

Guest:

Jahan Kalantar is the Head of Litigation and Partner at Executive Legal, where he heads up the litigation and dispute resolution team. His current practice focuses mostly on mental health, human rights, criminal law and commercial law. Prior to being called to the bar, Jahan was an experienced statistical specialist with broad experience in all aspects of corporate governance, econometric and data visualization, and representation including dealing and trading. He has also been a speaker at Tedx Sydney on the importance of communication. You can follow him on LinkedIn [https://www.linkedin.com/in/jkalantar/] or visit his website [https://www.jahankalantar.com/]. You can also follow him on Tiktok [https://www.tiktok.com/@jahankalantarofficial?is_from_webapp=1&sender_device=pc].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

25. Maximising E-commerce Sales in 2023 w. Iain Calvert

Wed, 12 Oct 2022 10:00:00 +1100

As an e-commerce business, your goal is always to make more sales. Leading Australian e-commerce authority Iain Calvert shares simple, practical tips that will help you run successful multi-channel campaigns and drive sales for your business in 2023.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

24. Marketing to Generation Z w. Katy Richardson

Wed, 28 Sep 2022 10:00:00 +1100

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

23. Should You Work With a Specialist or Generalist Agency? w. Andrew Hoyne

Wed, 21 Sep 2022 10:00:00 +1100

Over the past 30 years Hoyne has had a vast impact on the Australian marketing industry. Initially as a generalist design agency and more recently as a specialist in property and place. Principal Andrew Hoyne discusses the specialist v generalist agency models as well as the value in marketing to tell stories, take people on a journey, and market an experience, not just a product.

Guest:

Andrew Hoyne is the Founder and Principal of Place Visioning, Property Branding and Marketing agency Hoyne. He consults to major Australian, New Zealand and international asset owners, developers and local councils to create recognisable landmarks and destinations across Australasia. These projects range from residential towers and master-planned communities to commercial developments, new mixed-use precincts, and even cities. Andrew is a proponent of the categorical link between good placemaking and significantly higher profits (both economic and social). This passion that has led him to produce The Place Economy; a series of resource books which look at best practice placemaking around the world. You can follow him on LinkedIn [https://www.linkedin.com/in/andrew-hoyne-1a5a02/ and https://www.linkedin.com/company/hoyne-design], or find out more on his website [https://hoyne.com.au/].

Resources Discussed:

The Place Economy: https://hoyne.com.au/the-place-economy/

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

22. How In-House Marketers Can Get The Most Out Of Their Agencies w. Jordan Slover

Wed, 14 Sep 2022 10:00:00 +1100

Episode Description:

Two industry veterans discuss how in-house marketers can get the most from their agency partners. New York-based Jordan Slover discusses the importance of KPIs, communication, feedback, transparency and trust in building client-agency relationships that work for both parties.

Guest:

Jordan started his digital career working for Google in New York and London before moving to Sydney to help start the online marketing division of a digital marketing agency. He started Neon Ambition 8 years ago and now has a team of 25 people helping companies generate more leads online. Follow him on LinkedIn [https://www.linkedin.com/in/jordanslover/] and on Instagram [@neonambition], or visit his website [www.neonambition.com].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

21. The Future of Marketing w. Anders Sörman-Nilsson

Wed, 07 Sep 2022 10:00:00 +1100

Anders Sörman-Nilsson is a futurist, top-selling author and founder of the Sydney-based firm Thinque. In this episode, he discusses what the future of marketing entails and what businesses must do in order to stay relevant for consumers.

Guest:

Anders Sörman-Nilsson (EMBA / LLB) is a futurist and the founder of the Sydney-based think tank and trend analysis firm - Thinque, which provides data-based research, foresight and thought leadership assets for global brands across 4 continents. His vision is to disseminate ‘avant-garde ideas which expand minds and inspire a change of heart’, and clients like ING, Microsoft, Apple, Facebook, McKinsey, Jaguar Land Rover, MINI, Rugby New Zealand, and Lego trust his future guidance. He is an awarded keynote speaker who helps leaders decode trends, decipher what’s next and turn provocative questions into proactive answers. He has published 3 books including ‘Aftershock’ (2020), ‘Seamless’ (2017) and ‘Digilogue’ (2013), is a member of TEDGlobal, and was nominated to the World Economic Forum’s Young Global Leaders in 2019. His futurist thinking has been shared by the Wall Street Journal, Financial Review, Monocle, BBC, Esquire and ABC TV. Follow him on [https://www.linkedin.com/in/anderssormannilsson/], or go to his website [https://www.anderssorman-nilsson.com/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

20. What percentage of my company's revenue should go into marketing? w. David Lawrence

Wed, 31 Aug 2022 10:00:00 +1100

David Lawrence discusses how much of your company’s revenue should go into marketing. He shares industry-backed figures and practical tips to be able to present to your executive team.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

19. How to build your personal brand within your workplace w. Alicia Lykos

Wed, 24 Aug 2022 10:00:00 +1100

As a marketer it is important to consider how (and why) you should have a strategy to promote yourself within your organisation. Leading Australian HR and talent optimiser Alicia Lykos shares applicable strategies to position yourself as a highly valuable member of your workplace.

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

18. Career Advice from a Global CMO w. Ryan Bonnici

Wed, 17 Aug 2022 10:00:00 +1100

Guest:

Ryan Bonnici was awarded 26th place on World's Most Influential CMOs in 2020 list by Forbes (up from 41st place in 2019). He is currently the CMO of Gympass, an employee wellness benefit that offers unlimited access to the world's largest network of gyms, studios and activities. Ryan has extensive experience across B2B and B2C marketing and sales development, which has led to a strong understanding of the processes behind the job, refined interpersonal skills and an advanced understanding and track record in achieving strong positive return-on-marketing-investment and business growth. Follow him on [https://www.linkedin.com/in/ryanbonnici/], or go to the Gympass website [https://site.gympass.com/us].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

17. Generating High Quality Leads in B2B SaaS w. Axel Sukianto

Wed, 10 Aug 2022 10:00:00 +1100

This episode explores how to effectively generate leads and sales in a B2B SaaS content. Marketing Director at UpGuard, Axel Sukianto, discusses the differences between demand capture and demand creation, brand building, and the future of attribution.

Guest:

Axel is a B2B marketer with experience in tech, SaaS, and cybersecurity. A revenue and demand gen marketer, he has a passion for driving hyper-growth through pipeline and revenue. He is currently at UpGuard, a B2B SaaS cybersecurity company where he leads the demand gen and content team. Previously he has worked at companies such as Dropbox, Meraki, and Cisco in Sydney and Singapore. Follow him on LinkedIn [https://www.linkedin.com/in/axelsukianto/] and visit his website [https://www.sukianto.com/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

16. B2B Email Marketing in 2022 w. Eshita Durve

Wed, 03 Aug 2022 10:00:00 +1100

Eshita Durve reveals how B2B businesses can make the most out of email and automation in 2022. She discusses how best to nurture leads, 5 ways to segment your database, and the best email/ automation software to achieve your email goals.

Guest:

Resources Mentioned:

Australian Digital Marketing Guide - Free Download: https://rocketagency.com.au/resources/free-downloads/australian-digital-marketing-strategy-guide

Marketing Through Tough Times - Free Download: https://rocketagency.com.au/resources/free-downloads/recession-marketing-strategy-manifesto

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

15. How to Select the Right Agency w. Darren Woolley

Wed, 27 Jul 2022 10:00:00 +1100

Australian marketing veteran, Darren Woolley, shares his experience and observations on how the best performing organisations select the right agency for their needs.

Guest:

Additional Resources:

Marketing Mentors: https://www.trinityp3.com/marketing-mentors/

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

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Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

14. Matthew Gain: From Newcastle Beaches to Running Audible Europe

Wed, 20 Jul 2022 10:00:00 +1100

From a kid living on the beaches of Newcastle to running audiobook and podcast company, Audible Europe. Matthew Gain shares his marketing journey from Sydney, all the way to Asia, and how he is now mastering the global environment.

Guest:

Matthew Gain is currently the Senior Vice President and Head of Europe Audible, Managing Director Audible GmbH. Before Audible, he developed and led programs for brands such as Samsung, Telstra, KFC, Microsoft, PayPal, Commonwealth Bank, Reckitt Benckiser, News Limited, Sanofi Pasteur among others. Follow him on LinkedIn [https://www.linkedin.com/in/matthewgain/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

13. They Ask You Answer w. Marcus Sheridan

Wed, 13 Jul 2022 10:00:00 +1100

They Ask You Answer is in the “Top 5 Marketing Books of All Time” by The Book Authority and “#1 Marketing Book to Read” by Mashable. In this week's episode, Marcus Sheridan discusses his blog article that directly contributed to 25 million dollars in sales and how this led to the development of his renowned marketing book, They Ask You Answer.

Guest:

Called a “web marketing guru” by the New York Times, the Story of how Marcus Sheridan was able to save his swimming pool company, River Pools, from the economic crash of 2008 has been featured in multiple books, publications, and stories around the world and is the centerpiece to his best-selling book, They Ask You Answer, which has been named “One of the 5 Best Marketing Books of All Time” by BookAuthority. Follow him on LinkedIn [https://www.linkedin.com/in/marcussheridan/], or visit his website [https://marcussheridan.com/].

Buy They Ask You Answer:

Amazon: http://bitly.ws/sBQ8

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

12. How to Master Copywriting w. Kate Toon

Wed, 06 Jul 2022 10:00:00 +1100

Kate Toon is a leading authority worldwide on writing great copy. In this episode, Kate discusses how your business can consistently produce engaging and effective copy across all assets.

Guest:

Kate Toon is an award-winning entrepreneur, digital educator, SEO and copywriting consultant, coach, speaker, author and podcaster, with more than two decades of experience in all things advertising, content and digital. She is the founder of CopyCon, Australia’s first dedicated Copywriting Conference, and is the author of ‘Confessions of a Misfit Entrepreneur’. You can follow her on Instagram [@katetoon], LinkedIn [https://www.linkedin.com/in/katetoon/], or find out more on her website [www.katetoon.com].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

11. SEO in 2022 w. Garry Viner

Wed, 29 Jun 2022 10:00:00 +1100

Digital Marketing guru Garry Viner gives you the SEO update you've been looking for! What are the steps to optimising your website? Does offsite still matter? And what are common misconceptions about SEO in 2022? We've got all of your answers.

Guest:

As Co-Founder and Head of SEO at Rocket Agency, Garry Viner has worked with many leading brands, driving record revenue numbers for each. A passionate entrepreneur, Garry has been Co-Founder of three other seven-figure businesses over the past 20 years. Garry has an irreverent sense of humour, for which he apologises in advance. When he’s not head-down over a spreadsheet, you may find Garry trying to relive his youth at Sydney's best live music venues. Follow him on LinkedIn [https://www.linkedin.com/in/garry-viner/], or visit his website [rocketagency.com.au].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

10. How to Get a Pay Rise w. Alicia Lykos

Wed, 22 Jun 2022 10:00:00 +1100

Think you deserve a pay rise but have no idea how to ask for one? Have you been asked to present a dollar figure but don’t know how to measure your worth? Alicia Lykos is back on the podcast to give you tangible tips for your next salary review!

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

09. Strategy… the most misunderstood word in marketing? w. Ashton Bishop

Wed, 15 Jun 2022 10:00:00 +1100

"Strategy" is often the most misunderstood and overused word in the marketing industry. In this episode, Ashton Bishop tells you exactly what strategy is, why you need it, and how to create an effective marketing strategy for your business!

Guest:

With over 20 years of marketing and strategy expertise — Step Change CEO Ashton Bishop has helped create billions’ worth of new value for some of Australia’s and the world’s most successful brands. As an award-winning speaker and coach, and a true master of strategy and creativity, he takes insights from the playing field and transforms them into accessible and scalable tools for growth to inspire step changes in businesses and teams, and turn every ‘how’ into a ‘wow’. Follow him on LinkedIn [https://www.linkedin.com/in/ashtonbishop/] and on Instagram [@atstepchange; @instituteofchange], or visit his website [hellostepchange.com; instituteofchange.com].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

Links Discussed in Episode:

https://info.hellostepchange.com/exponential

About the Podcast:

08. How Much Does An Agency Cost? w. David Lawrence

Wed, 08 Jun 2022 09:00:00 +1100

How much does a digital agency cost? David Lawrence talks numbers, percentages, and pricing models. From Google Ads and SEO, to social ads and email marketing… this episode reveals the dollar figures you need to know to get the best out of your marketing agency!

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

07. How to Best Approach Marketing with Non-Marketers on the C-Suite w. Aaron Aigus

Wed, 01 Jun 2022 10:00:00 +1100

After straddling marketing and c-suite for over 20 years, Aaron Aigus discusses how best performing marketers manage internal stakeholders, when data and numbers work to your benefit, and how to improve your company's brand.

Guest:

Aaron is the Co-Founder and Managing Director of Louder Online, a digital marketing consultancy that specialises in Intelligent & Effective Search, Content & Social Marketing. His initial experience within the digital and IT space allowed him to gain a deep understanding of both the technical and tactical aspects of executing a successful campaign. This prompted him to start his own consultancy in 2008, with a revenue of forty cents on his first project, to four hundred dollars the very next day. Aaron's expertise and efforts were recognised and featured by The Huffington Post, Forbes, HubSpot, Inc., Content Marketing Institute, Entrepreneur and the Sydney Morning Herald. Follow him on LinkedIn [https://www.linkedin.com/in/aaronagius/] or visit his website [https://louder.online/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

06. How to Hire an SEO Agency w. Jordan Slover

Wed, 25 May 2022 10:00:00 +1100

How do you choose the right SEO agency for your business? Jordan Slover reveals how much you should be paying for SEO, what strategies your agency should use, and how long it will take to see results.

Guest:

Jordan has been helping companies grow online for the past 15 years. He got his start in online marketing working for Google in NYC and London before moving to Sydney to help start the online marketing division of a web design agency. He started Neon Ambition 8 years ago and now has a team of 25 people helping companies generate more leads online. He lives in New Jersey with his wife, three kids and a 15 year old pug named Rhys. Follow him on LinkedIn [https://www.linkedin.com/in/jordanslover/] and on Instagram [@neonambition], or visit his website [www.neonambition.com].

Links from the Podcast:

Google SEO Advice: https://developers.google.com/search/docs/beginner/seo-starter-guide

Neon Ambition Website: www.neonambition.com

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

05. In-house vs Agency w. Racquel Collard

Wed, 18 May 2022 10:00:00 +1100

Do you need a marketing agency, or can you get everything done in-house? Does there need to be a "problem" for you to consider external partnerships? With experience on both sides, Racquel Collard debunks the inhouse vs agency debate.

Guest:

Racquel Collard is a marketer with over 15 years of experience, working in-house and on the agency side to deliver marketing ROI for businesses and brands of all shapes and sizes. Follow her on LinkedIn [https://www.linkedin.com/in/racquelcollard/], or visit her website [https://www.4cabling.com.au/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

04. Winning Awards for Marketing w. Eshita Durve

Wed, 11 May 2022 10:00:00 +1100

Want to win awards for your business and don't know where to begin? This episode reveals why should you enter awards, what to include in a winning application, and how to maximise your win. Eshita Durve shares her in-house marketing experience and reveals the secret sauce to winning awards!

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

03. Sales and Marketing Alignment w. Dean Mannix

Wed, 04 May 2022 10:00:00 +1100

Do your sales and marketing teams work in silos? If you're in a stitch-up that includes finger-pointing, complaints about bad leads, or leads not being followed up, this one is for you. Tune into James in conversation with Australia's leading sales coach, Dean Mannix on how both teams can see eye to eye, and how this can save your business!

Guest:

Our guest Dean Mannix is CEO of SalesITV, an inspiration and "how-to" for sales professionals in over 25 countries. Follow him on LinkedIn [https://www.linkedin.com/in/deanmannix/] and on Instagram [@dean_mannix], or visit his website [https://deanmannix.com/].

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

02. Hiring Great Marketers w. Alicia Lykos

Wed, 27 Apr 2022 10:00:00 +1100

Guest:

Find Us Online:

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

01. Welcome to Smarter Marketer

Wed, 06 Apr 2022 15:00:00 +1100

About the Episode:

In this weekly podcast, James Lawrence, co-founder of leading digital marketing agency Rocket, and co-author of the Amazon #1 bestselling book Smarter Marketer, will be interviewing key figures in the marketing industry to give you the latest trends, best resources, and tactical marketing advice. Stay tuned for our first episode!

Find Us Online:

Rocket Agency Website: https://rocketagency.com.au/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Buy Smarter Marketer:

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

About the Podcast:

Smarter Marketer

104. B2B Marketing in 2026: Changing Buyer Groups, AI Search, Digital-First Audiences and More w. Green Hat’s Stuart Jaffray

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103. The End of SXSW, the Craft of Marketing to Marketers and What’s Changing in 2026 w. Clear Hayes' Alex Hayes

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102. Creativity That Pays Its Way: How to Link Ideas to Commercial Outcomes w. The Hallway's Jules Hall

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From the Archives: Dr. Robert Cialdini on Persuasion and Influence in Modern Marketing

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From the Archives: Marketing Under Pressure: Managing Stress, Sleep and Decision-Making w. Dr. Jemma King

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From the Archives: Persuasion, Manipulation and Behavioural Psychology: How Consumer Choice is Shaped w. Thinkerbell's Dan Monheit

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101. Attribution Is Breaking: How Marketers Should Rethink Paid Media in 2026 w. Rocket Agency's Adrian Oguz

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100. How Attention Is Rewriting the Rules of Advertising w. Amplified's Dr. Karen Nelson-Field

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99. Why “In-House vs Agency” Misses the Point w. TrinityP3's Darren Woolley

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98. The Growth of Outdoor Media in Australia w. oOH! Media’s Josh Gurgiel

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97. Leadership in Marketing: How Today’s Marketing Leaders are Creating Impact w. Emma Logan

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96. Buying Outcomes, Not Deliverables: Rethinking Client-Agency Partnerships w. Blair Enns

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95. How to Rank in ChatGPT w. Joe Alder

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94. Winning B2B Messaging: How to Build a Perspective That Cuts Through w. Alex James

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