The Accidental Marketer Podcast: Recent Episodes
Impact Planning Group
I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to help listeners maximize profits in their area of responsibility by creating, communicating and capturing (via pricing strategies) more value for customers than competitors do.
In this episode we explore one of the most common mistakes companies make when trying to grow: assuming every customer values the same things. Tom and Mary explain the "Lukewarm Tea Syndrome"—the tendency to average customer needs into one generic value proposition that resonates with no one. Through examples from airlines, pharmaceuticals, and B2B medical equipment, they demonstrate how needs-based segmentation can uncover opportunities that are often hiding in plain sight.
Why do technically superior products so often struggle to gain traction in the marketplace? In this episode, Tom and Mary explore one of the most common traps facing B2B technology companies: becoming so immersed in their own engineering expertise that they unintentionally communicate in ways customers don't value. Find out how to quickly gain better the customer insight that helps companies uncover opportunities hiding in plain sight.
When Spirit Airlines abruptly shut down, competing airlines were forced to respond almost immediately. In this episode, Tom and Mary examine how carriers such as United, Southwest, Delta, and JetBlue reacted in ways that were remarkably consistent with their positioning and target customers. The discussion explores what those responses reveal about strategy, competitive preparedness, and the value of scenario planning.
A $7 bag of Doritos sparked a broader discussion about one of the most common pricing mistakes in business. In this episode, Mary and Tom explore why customers often define competitors and alternatives differently than companies do, and how that gap can lead to pricing and commercialization challenges. The conversation highlights a simple question that can improve strategic decision-making across industries: Compared to what?
In this episode, the team explores how companies like Nvidia are redefining competition by partnering with competitors to build full ecosystem solutions. Rather than fighting for share within existing categories, they are expanding the market itself by helping customers succeed end-to-end. The discussion highlights how B2B companies can identify when co-opetition makes sense and how to apply it strategically to unlock growth.
In this episode, the team breaks down the surprising outcome of the Warner Bros. Discovery bidding war and why Netflix—despite a strong strategic position—didn't win. What began as a logical, best-fit decision quickly shifted as Paramount reframed the deal around certainty and risk. The conversation explores how strategy evolves through competitor moves, stakeholder priorities, and external pressures, and why most teams underestimate these dynamics.
In this episode, the team explores why growth in B2B doesn't always come from adding more products, brands, or acquisitions — it often comes from trimming. From product lines to brand names, organizations tend to hold onto legacy assets long after their strategic value fades. The group unpacks how to think more objectively about what to double down on, what to maintain, and what to let go — and why rationalization is less about cost-cutting and more about disciplined growth.
In this episode, Mary and Tom unpack the backlash surrounding Ring's Super Bowl ad for its new "Search Party" feature — a tool designed to help locate lost dogs through Ring cameras. On the surface, the idea felt like a winner: people love dogs, and technology that helps reunite pets with owners sounds inherently positive. But the reaction exposed deeper issues around privacy, positioning, and cultural sensitivity. The discussion explores how technically impressive products can stumble when companies assume a "slam dunk" and skip critical commercial disciplines.
Search, as most B2B marketers learned it, is no longer the center of gravity. In this episode, the team explores how AI-driven answer engines are changing the way buyers discover, evaluate, and narrow options — often before a salesperson or website ever enters the picture. What starts as a conversation about SEO quickly becomes a strategic discussion about needs-based segmentation, decision logic, and what it really takes to be recommended when AI is acting on a buyer's behalf.
In this episode, Mary, Tom, and Sean are joined by special guest Ginny Ertl, a change management and leadership development expert, to explore why generational labels fall short as a way to understand how people actually behave at work. What starts as a discussion about Gen Z, Millennials, Gen X, and Boomers quickly moves past age-based assumptions and into a more useful lens: segmentation. Drawing on needs-based thinking, the group examines why motivations, behaviors, and values explain far more than birth year — whether you're trying to understand employees, leaders, or customers.
In this episode, Mary, Tom, and Sean look ahead to 2026 by exploring how digital health, AI-driven micro-segmentation, and workforce shifts are beginning to intersect. Rather than focusing on a single dominant trend, they discuss why understanding second-order effects — and viewing change through the eyes of customers and stakeholders — will be critical for effective strategy in the years ahead.
In this year-end discussion, the team unpacks what 2025 really highlighted about organizational strategy. They examine how high-performing teams used AI to widen the range of strategic choices, why uneven economic shifts made scenario planning a necessity, and how Nike's distribution reset underscored the importance of understanding influence systems. The episode emphasizes that the organizations that made real progress were the ones prepared to act without perfect clarity — because they had built readiness long before they needed it.
This episode breaks down the rise and fall of Quibi — and the strategic lessons behind its rapid collapse. You'll learn how trend shifts, assumptions, and lack of customer testing can undermine even the strongest ideas.
This episode explores why great companies fall behind — and how to avoid the same mistakes. The team breaks down the forces that cause once-dominant brands to lose their way and the practices that keep customer-aware companies on top.
This episode tackles the year-end dilemma: use it or lose it. Learn how to turn your budget surplus into strategic advantage with smart investments in insight, innovation, and team capability.
This episode explores why your best storytelling might not mention your product at all. Learn how to craft stories that build credibility, spark curiosity, and make audiences want to hear more.
This episode explores the storytelling tools that transform strategy into narratives customers believe in. From trends and personas to competitor analysis and AI, the team shows how to craft stories that resonate, persuade, and stick.
This episode explores the storytelling tools that transform strategy into narratives customers believe in. From trends and personas to competitor analysis and AI, the team shows how to craft stories that resonate, persuade, and stick.
Too many B2B “stories” are just fact dumps. In this episode, we explore why real storytelling matters in strategy — and how to make your customer the hero, build around tension, and use emotion to make your message stick.
How do you price with confidence when markets shift, competitors undercut, and customers demand more for less? In this episode, the team explores how AI—combined with the right strategic tools—is making pricing smarter, more precise, and more aligned to real customer value.
Sales and strategy often operate in silos. But with AI-enhanced playbooks, the handoff becomes a continuous loop—where strategy shapes execution, and sales sharpens strategy.
Many B2B firms stop short of customizing their value props—even after strong segmentation. This episode explores how AI, used with the right strategic tools, can transform value props from generic to segment-specific—and prove ROI before you launch.
Positioning is where strategy turns into story. In this episode, the team explains how AI helps sharpen your message, pressure-test its uniqueness, and connect it to execution across teams and channels. Want better stories? Start here.
The team shares how AI accelerates the development of differentiation strategies by generating ideas, offering analogies, and simulating impact on market share. It’s not just about brainstorming better—it’s about building and testing better strategies, faster.
In this episode, the team explores the “fog of AI war”—the disorienting rush toward new technologies without clear strategic purpose. Drawing on lessons from the early days of the internet and CRM systems, they reveal how companies often repeat the same missteps: chasing hype instead of focusing on customer needs.
SWOT is out. Seeing yourself through the customer’s eyes is in. This episode breaks down how AI supercharges the Ability to Win framework, helping you prioritize more effectively, invest smarter, and compete with clarity.
AI takes the Attractiveness Criteria tool to the next level—removing bias, speeding analysis, and helping teams make smarter decisions. This episode explores how AI can uncover overlooked opportunities, align cross-functional teams, and bring strategic clarity to the table.
In this episode, the team explores how AI is transforming segmentation from a strategic theory into a practical, scalable reality. Learn how AI makes the hard parts of segmentation—like identifying, bucketing, and acting on customer needs—faster, smarter, and finally actionable.
In this episode, the team breaks down how to prepare for strategic uncertainty using AI, proven planning tools, and a wide lens on possible futures. Learn how scenario planning helps you move from reacting to leading when disruption hits.
This episode explores how B2B companies can raise prices due to tariffs—without losing customer trust. The team shares a clear approach using segmentation, transparency, and strategic messaging to manage one of the toughest pricing challenges businesses face.
In this episode, the team discusses how AI strengthens one of the most powerful strategy tools: the Benefits Ladder. Learn how it helps uncover meaningful customer needs, anticipate future shifts, and align your strategy with what truly drives B2B buying behavior.
In this episode, the team discusses how AI-powered stakeholder mapping helps businesses track decision-making shifts, uncover hidden influencers, and engage the right stakeholders with precision. AI turns static stakeholder maps into dynamic, real-time strategy tools that give companies a competitive edge.
In this episode, the team explores how AI is reshaping the execution phase of strategy, making execution faster, more precise, and more scalable. They discuss how AI helps automate workflows, optimize sales plans, and align execution with strategy—all while ensuring that marketers stay focused on higher-level decision-making instead of getting buried in execution details.
In this episode, the team discusses how AI can uncover game-changing strategic analogies from outside your industry—but only if it’s first trained on your specific market landscape. They explore why AI isn’t a replacement for strategic thinking, but rather a tool that helps companies see opportunities they might otherwise miss.
In this episode, Mary, Sean, and Tom discuss how AI is transforming the analysis phase of strategic planning. The team emphasizes the importance of using AI as a tool to enhance decision-making—not replace it—while sharing real-world examples of how AI has helped clients uncover surprising insights and prioritize strategies effectively.
In this episode, Mary, Tom, and Sean dive into the transformative impact of AI on wargaming, a critical tool for strategic planning. The team explores how AI enhances preparation, realism, and scenario-building to help companies anticipate customer decisions and competitor reactions with unprecedented accuracy.
The team reflects on the lessons learned from industry giants like Intel, GE, and Apple. Mary expresses her personal connection and frustration, noting the company’s past focus on trend anticipation and end-user insights. The conversation explores how giants lose their edge, the importance of disciplined leadership, and the potential for revival.
The close of the year is the perfect time to reflect on the major trends and events that have shaped 2024—and what they mean for marketers in the coming year.In this podcast, the team explores some of the year’s standout stories.
Coca-Cola used AI to create 110 personalized versions of its iconic holiday ad in just three days. The discussion highlights how AI can revolutionize marketing efforts, but it also stresses the importance of maintaining authenticity and focusing on customer-centric strategies. Whether you're in B2C or B2B, this episode is packed with actionable insights.
Nike’s recent challenges underscore a truth all brands face: staying relevant in a competitive market isn’t easy. As B2B marketers, there’s a lot we can learn from the steps—and missteps—of a company like Nike, particularly when it comes to maintaining distribution partnerships, staying tuned to customer needs, and embracing strategic agility. Tom, Mary and Sean discuss these lessons learned in this podcast.
In this episode, Mary, Tom, and Sean discuss the inefficiencies of traditional finance-driven planning cycles and explore a more flexible, customer-centric approach to strategic planning. They emphasize how trends and customer needs should drive strategy rather than rigid annual reviews.
In this episode, Mary, Tom, and Sean discuss the growing role of AI in strategic marketing and how it is transforming the way companies approach the planning process. As businesses face the challenge of lengthy planning cycles, AI offers a way to streamline market analysis and speed up strategy creation, allowing teams to focus more on creativity and game-changing decisions.
In this episode, we explore the transformative potential of Artificial Intelligence (AI) in strategic marketing, focusing on how AI can enhance the effectiveness and innovation of marketing teams. Our discussion covers the ways AI can assist in generating ideas, understanding market trends, and driving strategic decisions.
In this episode, we analyze Southwest Airlines’ recent policy shift from open seating to assigned seating, exploring how even the most successful companies can falter when they fail to adapt to changing customer needs. We translate this B2C lesson into actionable insights for B2B leaders, with three examples of how to avoid similar pitfalls in your own organization.
In this episode, we delve into the strategic importance of using archetypes to simplify and enhance global marketing and learning and development (L&D) strategies. Our conversation highlights how categorizing countries into archetypes can streamline program development, improve regional buy-in, and foster innovation.
In this episode, we explore the transformative potential of Artificial Intelligence (AI) in strategic marketing, focusing on how AI can enhance the effectiveness and innovation of marketing teams. Our discussion covers the ways AI can assist in generating ideas, understanding market trends, and driving strategic decisions.
In this second episode of our two-part series on trend prediction, we delve deeper into the importance of identifying and understanding market trends and their implications. Our discussion revolves around notable predictions we've made using our analytical tools, emphasizing both successes and challenges in forecasting.
In this episode, we delve into the fascinating world of trend prediction and how our analytical tools have helped us foresee significant industry shifts. Our discussion revolves around three key predictions we've made, the tools that facilitated these insights, and the outcomes that validated our forecasts.
In this episode, we delve into the far-reaching implications of Ozempic, a weight loss drug originally designed for diabetes management, and its potential impact on B2B businesses across various industries. Join us as we explore how this medical breakthrough is reshaping consumer behavior, healthcare trends, and industry dynamics.
In this podcast, Mary, Tom, and Sean draw from their extensive experience of over 25 years in successful workshop facilitation, a crucial skill for top marketing leaders. In this episode, they delve into the third part of their 3-part series, offering insights to transform workshops into impactful change initiatives.
In this 2nd podcast in a 3-part series, Mary, Tom and Sean share insights for marketers and product managers seeking to enhance their meeting facilitation skills. Focused on creating impactful workshops, the discussion revolves around crafting engaging learning experiences and ensuring the longevity of acquired knowledge beyond the workshop setting.
In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the strategic decisions behind spending $6.5 million for a 30-second Super Bowl ad, exploring the valuable B2B lessons hidden within the glitz and glamour of the game’s mostly B2C ads.
In this podcast, Mary, Tom and Sean share insights from their 25+ years of successful workshop facilitation – a key skill that the best marketing leaders have. In part 1 of this 3-part series, they explore the key elements that make cross-functional and customer brainstorming workshops effective.
In this episode, Tom Spitale, Mary Abbazia, and Sean Welham reflect on pivotal 2023 events impacting B2B. Tom spotlights Disney+'s subscriber surge, Mary delves into Taylor Swift's IP mastery, and Sean explores Barnes & Noble's return to intimacy. All 3 cases come with a full discussion of the learnings and implications for B2B marketers.
The electric vehicle (EV) market has hit a speed bump, catching the attention of marketing leaders seeking insights into the uneven trajectory of industry advancements. Mary, Sean and Tom explore the nuances of slowing EV sales, using a strategic marketing lens to extract valuable lessons for businesses launching new platforms.
In this insightful podcast, Mary, Sean and Tom unravel the mystery behind Barnes & Noble's enduring success in the face of fierce competition from Amazon. The trio dives into what makes Barnes & Noble stand out in an age where traditional bookstores often struggle.
In this episode, you will learn:
- Why emotions matter, even in the seemingly rational world of B2B
- The power of the “opposite-good” positioning strategy
- The usefulness of using segmentation to find unfilled “gaps” in customer needs
Here are some quotes from the team's discussion:
- " People were spending three times longer (in bookstores) than in other stores.”
- "You can always find an opposite good to what is owned by the big competitor.”
- " There's always a segment that's going to be underserved by the leader.”
We hope you enjoy the discussion and gain some helpful insights.
In this thought-provoking episode, the team delves into Claritin's recent innovative ad campaign. Instead of focusing on the product, Claritin talks about its work to reduce allergies, which would actually decrease its sales! Does it work to actually create strategies to reduce the reliance on your products, if it resonates with your audiences’ broader values?
In this third episode about the role of marketing in organizations, the team goes deeper into a discussion about the role of tools in building strategic plans. They emphasize the importance of a structured approach to marketing and how tools can enhance creativity and innovation rather than stifling it. The hosts debunk the misconception that tools replace thinking and creativity, emphasizing that they are meant to guide and organize the creative process.
There is much talk about how Artificial Intelligence (AI) can make work much more efficient. However, in this podcast, the team delves into how AI acts as an amplifier, magnifying the value of your products and services to deliver unforgettable experiences for your customers.
In this podcast, the team goes deeper into a previous discussion about how marketing is done in different organization. The team dives deeper into the need for organizations to be unified in its purpose for marketing; and for marketing to act as the customer advocate while working collaboratively with sales and other departments to drive business success.
In this episode of The Accidental Marketer podcast, Mary, Tom, and Sean discuss Tesla as a case study for pricing strategies in the evolving electric vehicle market. They highlight how Tesla has dropped its prices twice in recent months, resulting in a reduction of over 20% on some models.
The hosts explore the reasons behind this pricing strategy, including potential motives such as stimulating demand, maximizing margins, maximizing factory capacity, or creating barriers to entry.
In this podcast episode, Mary, Sean and Tom discuss the surprising merger between the PGA and LIV Tour that shocked the sports world.
This podcast episode provides insights into the factors behind the merger, highlighting the importance of innovation, competition, and agility in today's rapidly changing business landscape. The team explores the implications of the merger from a B2B perspective, including branding, selling into other companies, and lessons learned.
In this episode, the team discusses the strategy behind Disney+ and its impact on the streaming market. The case provides surprising lessons for B2Bs who are considering supplementing their distribution channel with direct-to-end-user communication to create pull-through demand.
The team continues last episode’s discussion about the fight between two professional golf tours and the profound strategy lessons from it. Their analysis looks at how the battle between the PGA and LIV Tours mirrors the competition in many different B2B industries. The group discusses how B2B companies make the decision on whether to be a closed or open ecosystems, and the challenges that come with those decisions.
Many people are passionate about sports, so it’s fun when the business of sports can teach us about business strategy. Such is the case with the fight between two professional golf tours – the incumbent #1 North America-based PGA Tour and its new challenger, the Saudi Arabian government- backed LIV Tour. Over the course of this episode and the next, the team will highlight lessons learned about ecosystem strategy, positioning and the importance of conducting competitive war games.
There are so many different definitions of marketing that it’s difficult to know exactly what the function is responsible in different organizations. In this podcast the team describes the different roles they’ve seen marketers play in a variety of companies, and the issues that are raised by not having a clear definition of the specific responsibilities marketers should have in a B2B organization.
Can a great strategy change a company’s culture for the better? A healthy strategic process includes a focus on customers, cross-functional participation, debate, great facilitation and aligned decision-making. Companies that want to improve their culture often find that these are the exact things they want to change about the current state. Listen in to hear the details.
So how do you anticipate risks? And once you’ve identified risk, how do you know which are the important ones to focus on? Finally, what do you do to manage risks in your company?
In a second podcast on the topic of risk, the team discusses how to brainstorm a wide range of risks. They also introduce a simple two-dimensional framework for classifying risks, and begin a discussion (to be continued on the next podcast) for what to do about the significant ones.
Wars, inflation, supply chain issues, soaring interest rates, pandemics — it’s easy to look at these current risks as reasons for underperformance. But is that the mindset of a successful strategic marketer? In this Accidental Marketer podcast, the team discusses how risk effects everyone, and how volatility can create huge opportunity.
What can we learn from the wins and the misses of 2022? On a special episode, we at the Accidental Marketer sat down and discussed our favorite stories from this year as we also anticipate what’s to come in 2023.
As inflation continues at a high level, marketers who have created strong brands are reaping rewards. How can marketers improve the strength of their brand image right away, so that they can whether inflationary times and weak business cycles in the future? Mary, Sean and Tom are all over this topic in this podcast episode.
Though many companies have successfully taken inflationary price increases this year, Netflix was not one of them. Earlier this year, Netflix’ seemingly benign campaign to increase fees by a few dollars cost them over 600,000 subscribers and $50+ billion in market cap! What happened? The team discusses what they believe to be the strategic mistakes that Netflix made, and how things could have been different.
Inflationary levels not seen since the 1970’s are creating big economic challenges, and many businesses are looking to their marketers for strategic options. This new podcast season explores how inflationary times drive a range of approaches that marketers can use to help their companies navigate in these unique circumstances. Listeners will learn several steps for immediately reducing their risk, maintaining strong customer relationships and protecting margins when inflation is running rampant.
In this final episode of our short season covering the unification of Sales and Marketing, the team tackles the always interesting topic of metrics. Specifically, are there measures that will drive more Marketing and Sales collaboration in the post-pandemic world? The answer is yes — and the team dives into the specific metrics that should be focused on and evolved in companies that want better functioning commercial teams.
The seemingly permanent increase in virtual B2B sales calls will revitalize needs-based segmentation as a strategy. Marketing and Sales will collaborate better and adjust segmentation strategies to work in “the real world.” When executed well, these segmentation strategies will boost sales, deepens customer relationships and lead to a host of additional benefits.
Despite record sales, Pfizer recently announced big cuts to its sales force. What does this have to do with Marketing? A lot! Virtual sales calls will help marketers participate and analyze what really goes on at the point-of-B2B-sale. This will lead to more practical, powerful marketing strategies that will bolster the entire commercial function.
In this final episode of the “New Frontiers” season, the team examines strategies for scaling a platform business. Suppliers won’t sign on without trusting that the buyers will be there. Buyers won’t participate if there aren’t a significant number of suppliers. The team discusses different ways to solve this early-stage platform problem.
In this fifth episode of the “New Frontiers” season, the team discusses whether a company should start a platform business instead of — or in addition to — selling on someone else’s. Because successful platform businesses have huge market caps and highly-attractive economics, many B2Bs should consider the opportunity. We hope you enjoy the discussion and gain some helpful insights!
In this fourth episode of the “New Frontiers” season, the team dives deep on how to build a platform strategy. Given that most businesses should be at least experimenting with B2B industry platforms, Mary, Sean and Tom outline the key strategic considerations.
In this episode, the team analyzes whether B2B suppliers should join one of the exploding number of industry platforms. These platforms are Amazon-like businesses that aggregate and sell the B2B products of many manufacturers. The team discusses the pros and cons of joining. We hope you enjoy the discussion!
This week we dive deep into the topics of B2B industry ecosystems: the collection of related products and services that surround your offerings. The team outlines the strategic questions that inform your decisions about whether or not to participate in industry ecosystems: like should you be the hub of an ecosystem, a participant, or none of the above? They even suggest specific strategy tools that can help you make these complex decisions.
In this initial Season 11 episode, Mary, Sean and Tom define the differences between ecosystems, platforms and marketplaces. More importantly, they make a case why these concepts are so important for B2B marketers to be thinking about now.
In this episode, we discuss dynamic pricing. Airlines and hotels change prices all the time based on current circumstances. Can a typical B2B do the same? The team discussed the pros and cons of dynamic pricing models. They also discuss what you must put in place to make dynamic B2B pricing work.
In this episode, we discuss a wide array of pricing models. You’ve already heard about subscription pricing, “pay per” models and the like. But how do you know which models make sense in your market? The team defines a wide variety of contemporary and traditional pricing models, but doesn’t stop there. They go on to describe the circumstances in which each model is appropriate and why.
This week, we look at an executional pricing issue: when your company offers pricing allowances and discounts to customers without discipline. Most companies don’t have a defined process for strategically deciding if and when to lower price. The end result is often that the “squeakier” customers — rather than the high potential ones — get lower prices. The team discusses how to bring tools and discipline to effectively enable a smooth transition from a strategic price to an executional “pocket price” in day-to-day pricing activities.
Our pricing-focused season continues with a look at measuring customer's perception of your offer. Customers are typically willing to pay more for an offer of greater perceived value. The issue is: most businesses mistakenly believe there is no reliable way to measure the perceived utility or benefit of an offer. In this episode, the team discusses why — and how — measuring value is not only possible: it may be the most important metric in your business.
Our new podcast season is all about pricing. The vast majority of B2B price-setters do not use the full arsenal of pricing methods available to them. They tend to make certain (wrong) assumptions and default to certain "easy" methods. In this episode, the team discusses the three major ways that B2B organizations set price, and what can go wrong — and right — with each approach.
In our season finale of art vs. science in marketing, the team tackles what may be the most important topic in business: differentiation. Long thought to be a process that is irrational and immeasurable, Mary, Sean and Tom make the case for the scientific calibration of any product or service's level of unique value. They show how a tools-based approach to maximizing and measuring differentiation makes marketing more manageable and accessible to anyone in an organization.
When it comes to dividing markets, software and technologies like machine learning and artificial intelligence are bringing new horsepower to segmentation analytics. But machines aren't yet highly accurate in inferring buyer's needs and motivations, which inform the most powerful forms of segmentation. The team discusses how marketers can best combine art and science to get maximum insights from segmentation strategies.
Certain strategic processes require you to rely less on data and more on qualitative observations. Influence mapping is one of them. Because concepts like influence and opinion are hard to quantify, the team debates which parts of influence mapping are art, and which parts are science. The discussion will help you master all aspects of this important strategy tool.
Today's 24/7 news cycle has combined with the relative informality and popularity of social media to create opportunities — and dangers — for brands. Listen in as the team shows marketers the keys to evaluating news-driven trends and knowing when to leverage or ignore them. The discussion covers specific, scientific steps that can be taken to capture opportunity and eliminate missteps.
Our season on the art and science of marketing continues with a deep dive into data analysis. Trying to find strategic insight simply by looking at data alone often leads to "analysis paralysis." Learn how marketers can use specific approaches to determine which data is helpful and which can be ignored. The techniques and tips shared will help anyone, regardless of their analytical skills, become more data-driven.
Our new season on the art and science of marketing continues this week with a focus on science. Specifically: which parts of a marketers job require a more scientific — vs. artistic — approach? Surprisingly, the team comes to the conclusion that scientific marketing is only partly about leveraging data. Using a scientific process to develop marketing plans may be even more important.
Our new season tackles an often-heard question: is marketing an art or a science? Certain parts of a marketing strategy require more science than art, while other pieces of a plan are the opposite. Knowing when you need to dial up the science, and when artistic instincts should lead the way is a key to success. The team breaks down the bigger picture and provides helpful analogies – including why science and art in marketing is like an Oreo cookie!
There are many advantages to creating a new category, but it doesn't solve all of your marketing problems. In this episode, we look at the issues that a smoking cessation product team faced — and overcame. See how these innovative marketers changed strategies to effectively address a formidable competitor and reap the full rewards of creating a new category.
Expanding your marketing to reach a new set of stakeholders can have an effect similar to creating a new category. These new stakeholders may help you position your product or service in an entirely new way. Mary, Tom and Sean discuss how Wyeth Nutrition, a premium-priced infant formula maker, successfully expanded their stakeholder focus in a way that ultimately led Nestle to purchase them for several multiples of Wyeth's annual sales.
Companies entering a new category are often intimidated by their more experienced competitors. This episode highlights how being naive to a category can become a competitive advantage. The team describes the significant lessons that B2Bs can apply in many category creation situations. You'll also hear how segmentation can be used to make rapid inroads even if you are competing in an existing category that's new to your firm.
Our season on category creation continues with some of our best advice for doing it! A discussion that starts off by looking at newly-created categories of food items, leads to interesting case studies that show how to re-position any type of product. Listen in as the team highlights the circumstances that are conducive to category creation. You'll learn some key principles and strategies that companies have used in industries as wide-ranging as food, commodities and pharmaceuticals.
We kickoff a new season on category creation by looking at a common B2B marketing problem: your analysis tells you that your product should be performing better than it is. What is going wrong? Listen to a deep discussion into the top three reasons this could be happening — viewed through the lens of the smoking cessation product Chantix. If you are in a similar situation, you can apply their learnings and unlock the promise of your products. You may even gain enough confidence to create a new category of your own.
This seasonal finale of "The Dark Side of Marketing" focuses on something once called "pure, white and deadly." It's not cocaine — it's sugar! Several decades ago, the Sugar Lobby found some unscrupulous ways to cover up the deadly consequences of its own product by pointing to another food ingredient as most detrimental to health — fat. What can be learned about the Sugar Lobby's tactics that can actually be used for good when marketing your own B2B products and services?
This episode's topic discusses the thin line between propaganda and marketing. Sharing information with the intent to persuade is a common objective of both propaganda and marketing. However, effective propaganda has one characteristic that marketers sometimes miss. What can be learned about effective propaganda appeals that marketers can use for good?
This episode's topic features "The Pharma Bro" — a now-jailed pharmaceutical executive who limited the supply and raised prices of rare drugs. It worked for awhile, but ended badly. From this case, ethical marketers can learn how to evaluate their opportunities to improve price without alienating customers, the public and regulators.
We continue analyzing the dark side of marketing by studying the Opioid Crisis. The villains in this tragedy, Purdue Pharma, executed a joined-up marketing and sales plan that led to untold suffering. We want our listeners who are marketing highly-valuable - and sometimes even life-saving products - to put these approaches to use for good purposes!
In this episode, we continue shining the light on the dark side of marketing by studying the "The Social Dilemma." What can B2B marketers learn from this popular Netflix documentary that explores controversial aspects of social networking? What can you put to use in your markets for the benefit of your customers?
In season 7, we are shining some light on "the dark side of marketing." People with less-than-wholesome ideals sometimes use marketing brilliantly. What can "the good guys" learn? In this week's episode, we discuss the $100m business of Ashley Madison — an online dating service that specializes in hooking up people who are already married!
In this week's episode, we discuss customer acquisition costs and how to make a "reverse ROI argument." A reverse ROI argument aims to prove that marketing's efforts made a downturn in revenues less dramatic than they could have been had marketing done nothing at all.
Digging deeper on the last episode's discussion of customer-level ROI metrics, the team unpacks a variety of ways to measure —and more importantly — grow your share of every target customer's business. "Is your company just stapling together your strategy, or is it more coordinated than that?"
Marketers can’t be content to be judged by short-term campaign metrics only. Mary, Sean and Tom outline a host of longer-term metrics that are great for the overall health of a company—and help marketing investments be evaluated more fairly. "Marketers who aren't measuring customer lifetime value are missing an opportunity to get financial types off of their back."
As the marketing function becomes more strategic in a company, it becomes harder to discern its impact. The team talks about how marketers can solve this dilemma. "Marketers need to look for opportunities to take partial credit - or partial blame - for other functions results if they are to be thought of as orchestrators of a company's strategy."
We start a full season of podcasts on the topic of Marketing Return on Investment (ROI). For a number of reasons, many marketing departments struggle to justify their spending on programs and headcount. Mary, Sean and Tom provide advice on how marketing departments can better insulate themselves from being at the top of the chopping block.
The second topic in this episode (after the team discusses a segmentation dilemma) is very topical: should you raise or lower prices in a pandemic? Sean, Mary and Tom outline what your considerations should be as you make this very crucial pricing decision. Listen--or watch here (Video Podcast)-- and refine your thinking about your own pricing strategy.
We continue discussing "surprise" marketing topics. In this era of CSOs, CDOs and CXOs, Mary asks if businesses should have a Chief Disruption Management Officer (CDMO). This person would be on the look out for your industry's next big innovators and challengers, and craft proactive strategies. An interesting debate ensues. You can now watch our podcasts here: https://youtu.be/r44qPuAogNM
This season we surprise each other by throwing out un-rehearsed marketing topics and debating them. The second topic on this podcast is one that is on a lot of business people's minds right now: Are virtual business models as good as live ones? Listen as the team debates the pros and cons of each approach in light of the current pandemic. Also, you can now watch our podcasts here: https://youtu.be/5Y91PxxLxHs
*NOTE: This podcast was recorded prior to the coronavirus pandemic. Sean wrote an article on Linkedin regarding 10 trends that shaped the decade. It's a fitting backdrop for our season finale, where several of these trends are examined for their ongoing relevance to the world -- and to your B2B business! Here is the link to Sean's article on Linkedin: inkedin.com/pulse/ten-trends-shaped-decade-sean-welham/
*NOTE: This podcast was recorded prior to the coronavirus pandemic. Brand heresy is the practice of established brands promoting in ways that are very different from their past positioning. For example, when an airline advises "think twice before your book a flight" something strange is going on! Mary, Sean and Tom share examples of brand heresy, and discuss if and when a strategist should commit it.
*NOTE: This podcast was recorded prior to the coronavirus pandemic. The trend of gamification applies aspects of game-playing to business, in order to invite more customer interaction on your website, help you invent new products, and even get employees to go the extra mile to take care of customers. The team discusses what you can do to leverage fun and games in your business!
Our Season 4 podcasts were recorded prior to the Coronavirus pandemic. This special edition podcast was recorded on April 14, 2020 and focuses specifically on how to plan for the uncertain future spawned by COVID-19. The team puts this event into historical focus, discusses implications, and generally aims to help B2Bs be proactive in jump-starting their post-pandemic planning processes.
*NOTE: This podcast was recorded prior to the coronavirus pandemic. Account-Based Marketing (ABM) is not a new idea, but B2B clients are starting to demand a more coordinated approach by their suppliers. The team discusses what ABM is (and is not) and describes several helpful tools that can make effective ABM a practical reality for your company.
The new generation of B2B buyers have high expectations for the experience of interacting with and buying from suppliers. From the front-end of the "customer journey" (e.g., researching solutions) to the back-end (e.g., buying add-on products)-- to all interactions in-between, a focus on improving experiences provides a powerful non-price reason for customers to do more business with you!
Many of us have experienced personalization in our relationships with consumer products and services providers. But can B2Bs personalize their offers and communications? The answer is YES. New technologies are enabling B2Bs to deliver increasingly more customized messages and offers. The team uncovers some of the keys to success in using personalization to drive higher margins and customer loyalty.
This episode focuses on the trend of surge/dynamic pricing - the practice of charging more when demand is higher and vice versa. Just because technology gives unprecedented power to suppliers to match price with demand, should they do it? The team discusses the pros and cons of this variable pricing strategy -- when circumstances warrant it, and when to be cautious about the approach.
This season's discussion of trends continues with a growing phenomena: replacing traditional pricing models with subscription-based pricing. The group discusses why subscription models can make sense in many types of B2B and B2C businesses, which situations are best for the concept, and the "watch-outs" for sellers considering the approach. Listen and decide if you should be consider this trendy pricing strategy!
This new season covers trends that businesses need to know about and have a plan for. This episode discusses how new decision-makers are gaining power in every industry. Is now the time for re-tooling your sales force to effectively call on economic buyers and executives? Should you start promoting to end-users in your market, when you never have before? This discussion will help you decide!
The last episode of Season 3 unpacks the interesting cases of Lexus and the Volkswagen Phaeton. These two brands -- one a colossal success and the other a notorious failure -- show how two companies attempting to do the same thing took divergent paths. See the specific strategic planning moves that led to Lexus' legendary success, and how Phaeton did the exact opposite -- to it's immediate and lasting detriment.
Most marketers are familiar with Net Promoter Score (NPS) -- a metric to measure the strength of your relationships with customers. The Wall Street Journal wrote that some companies are reporting changes to NPS on quarterly analyst calls -- and called NPS a "Dubious Management Fad." You probably have an opinion on NPS -- listen in as we discuss plusses and minuses of NPS, particularly in a B2B context.
This week we focus on the agricultural giant John Deere. Amongst the many reasons for Deere's long-term success is an astonishing fact: they began practicing content marketing over 120 years ago! The team digs into the principles of B2B content marketing. Why does it work? How should companies be guided in developing content? Learn the differences between B2C and B2B content marketing strategies.
This weeks focus is on Netflix, a company that has continually been ahead of huge technological shifts. What kinds of practices does Netflix have -- as well as other companies who have successfully re-invented themselves? How do they know which trends to ignore, and which ones require massive shifts internal change? The group discusses the specific disciplines required to successfully respond to trends.
Inertia and habit are the enemies of customer-centricity in business. In most industries, market dynamics often change long before companies adjust their strategies. Learn about a company that discovered they were focusing on the wrong stakeholder -- and how they changed their strategy in the nick of time. Mary, Sean and Tom discuss how you can save yourself the angst and morph your strategy before losing share!
Businesses of all types can learn a lot from what pharma companies do when their blockbuster drugs come off patent. Some fall off the revenue cliff, and some -- like Viagra -- do a remarkable job of holding share. In this episode, the team highlights what any business that faces low-priced competition can learn from Viagra's continued success.
One of the most underrated and over-performing businesses in the world is in the refrigeration business in China. You may have not heard of them, but there are some important, counter-intuitive secrets to their success. These include extreme dedication to customer-centricity (demonstrated over decades) and an ability to anticipate customer needs. Listen in as the team unlocks this company's success secrets.
The retailer Kohl's will return items to Amazon for you -- are they crazy? New types of partnerships are emerging almost daily, some between companies that have been -- or will soon be -- competitors. Why is this happening? Is it a good idea? The team dissects the idea of symbiotic competition -- when it makes sense, when it doesn't, and how B2Bs can think through the unimaginable -- should you partner with competitors?
B2B companies are seeing some of their high-margin offerings being undercut. Smaller competitors with fewer assets are specializing, moving faster, and leaving the traditional competitors to fight it out over commoditized products and services. In the worst case scenario, some industries are being "Uber-ized!" Find out what you can do to protect yourself!
This season's focus is modern case studies -- successes and failures -- that B2B companies can learn from. This episode examines the recent struggles of Kraft/Heinz -- how did they miss some key trends that have resulted in a significant drop in sales, profits and stock value? The team looks at why incumbents fail to act on big changes, and provides advice for how big companies can be more nimble and avoid Kraft/Heinz fate!
All industries are being affected by new trends, technologies and competitors. With so much uncertainty about the future, companies need to be constantly experimenting with new ways of doing business. So why do so many companies continue to place big bets instead of monitoring a number of pilot projects for winners? The group discusses why this happens so often, and makes the case for more discipline.
People who understand value-based pricing know that it's a powerful strategy. So why don't more companies implement? Many think its not possible to accurately measure value from the customer's viewpoint. So they default to cost-based or competitor-based pricing approaches. The group concludes that those who think value can't be measured are wrong, and they are missing a huge opportunity to price better!
When your product or service generates important data that your customers can use in a broader "ecosystem," are their situations where you should block the data flow? What if this broader ecosystem includes your competitors? Should you willingly be part of "open systems", or is it to your advantage to create self-contained proprietary, closed systems? The team looks at all sides of this issue.
Does narrowing your focus to a single or a few target segments limit your opportunities for growth? While it is logical to think that targeting reduces your total addressable market (and it does), the team talks about the magnetic effect of focus - the ironic result of serving one segment so well that other segments are drawn to your value proposition.
Many B2B's have had the initial excitement of creating a needs-based segmentation strategy...only to have it fizzle out due to poor buy-in and bad execution of the initiative. They conclude that "it doesn't work." But it is actually very practical! And the answers to successfully implementing are easier than you think! Listen to the team give tips on how to make this powerful, differentiating approach work.
It's a myth that most successful companies are doing enough to stay ahead of new competitors and technologies. The team discusses the very human - but dangerous - reasons incumbents move too slowly. Hear how legends like Jack Welch and Andy Grove made sure it didn't happen to them, how Millennial's might be just what these companies need, and how executives can solve the main issues and lead change.
Some think that conducting B2B customer research is difficult, expensive, and not valuable because customers don't tell the truth about their needs! The team debunks these myths with many practical examples -- including stories of great insights uncovered in difficult industries and ideas for how to get truthful insight using very practical and inexpensive methods.
The team starts out this episode disagreeing on whether marketer's should continue to structure their strategies around the tenets of product, place, promotion and price. But they come to an agreement on how the 4Ps can still be a useful organizing principle for marketers.
Our second season continues to expose popular marketing myths. In this episode, Mary, Sean and Tom talk about why marketing and sales often don't work well together, and keys to getting them on the same page to the benefit of the entire organization.
Our second season will expose popular marketing myths hampering business growth. In this episode, the team talks about SWOT analysis -- and how this often-used and seemingly useful business planning tool can lead a business to invest in exactly the wrong things!!!
Many business people believe that pricing based on value-delivered is impossible. So they set price based on cost and/or competitor's approach and either over-charge or leave money on the table. In this episode, the team of Mary, Sean and Tom demonstrate an approach that will lead you to maximizing share and profits through state-of-the-art strategic pricing strategies
If you don't choose the image or perception that you want to own in your B2B customer's mind, your competition will! In this episode, Tom, Mary and Sean talk about the principles of positioning -- how to do it proactively, effectively, and in accordance with how your customers mind really works!
The answer to the question "is your product unique and relevant" predicts success more than any other. Listen in as Sean, Mary and Tom talk about the levers marketers can pull to differentiate all kinds of products and services -- even those thought to be commodities.
Businesses that have more defined targets have broader appeal! Mary, Sean and Tom discuss how this ironic truth -- and little known secret to business -- plays out in consumer and B2B markets.
Most business people think that you can't quantify the value delivered by a company. We beg to differ! In this episode, Tom, Sean and Mary describe the fabulous Ability to Win framework, which has been helping companies measure, analyze and improve their level of differentiation for over 30 years.
If you can't define an attractive target market, you'll chase every opportunity and dangerously dilute your company's focus. In this episode, Mary, Sean and Tom describe a powerful tool and process that has helped their clients gain agreement on everything from target markets to potential partners to project priorities.
Why do companies develop products with little to no competitive advantage? Tom, Sean and Mary discuss the forces that cause companies to falsely believe they have a differentiated value proposition, and provide practical tips for developing unique offerings that customers appreciate -- and buy.
Most companies define their markets too simplistically -- missing the opportunity to shape the competitive environment in a way that's beneficial. The team of Sean, Mary and Tom discuss ways that markets can be defined creatively to yield a truly creative mindset and a superior value proposition for customers.
Can influencer marketing work as effectively in B2B as it has in B2C? In this second in a series of "surprise topics", Sean asks the group to weigh in on the practicality of B2B influencer marketing.
Most businesses miss a tremendous opportunity to differentiate -- even in mature B2B markets -- by not practicing the art and science of segmentation. In this episode, the team provides practical tips and examples for segmenting markets in ways that help create powerful value propositions.
How will Artificial Intelligence (AI) change the profession of strategic marketing in just a few short years? Mary, Sean and Tom discuss what they see happening in just a few short years (or less!) Listen in to see if you agree with their take on the massive changes that AI could have on B2B marketing.
Some customers lie, and others just don't know how to articulate their needs beyond the obvious. Finding out what customers really want -- especially B2B customers -- can be very difficult. In this episode, Tom, Sean and Mary discuss how Accidental Marketers can gain a huge leg up on the competition by employing simple, powerful, effective and low/no cost techniques for generating customer insight
Is your sales team even calling on the right B2B customers? In this podcast, Mary, Sean and Tom ask this fundamental question. The gang discusses how important it is for marketers to help the sales team continuously assess how influence is changing in their B2B markets. They outline an approach that successful B2B marketers are using to find sources of industry power that competitors often miss.
What is an Accidental Marketer -- are you one, or do you work with them? Mary, Sean and Tom define and describe the secrets to how these "newbie" marketers can rapidly become very productive and successful, and why Accidental Marketers can outperform career marketers (hint, it's their "mindset"!) They also discuss why hiring an Accidental Marketer over an experienced marketer can work out well.