Through the Line with Andy Bargery Through the Line with Andy Bargery

Building brand advocacy is at the top of a marketer's to-do list, but we rarely think of internal marketing to achieve it. Maybe we're missing a trick. What if you could use internal marketing to create a tribe of advocates to help grow our brand?

In this latest episode of Through the Line, I'm joined by Kerry-Ann Stimpson, the CMO of Jamaican financial services firm JMMB Group and host of the Internal Marketing Podcast.

In the show, Kerry-Ann introduces her passion for internal marketing and how it is critical in building her organisation's brand from the inside out.

60% of the World's population is now active on social media. It's probably time we learnt how to sell to them there then.

In this latest episode of Through the Line, I'm joined by social selling expert Tim Hughes to explore the new world of sales. No doubt Tim is an expert in this space. Not only does he run an agency that trains and advises clients on how to sell better online, but he's also written THE book on the subject.

In the show, Tim shares bucketloads of advice for how sales (and marketing) professionals need to shift their methodology forward to get better sales results.

This show is 39 minutes and 34 seconds long. Surely you can invest that sort of time to find the secret sauce to greater sales.

A common challenge for B2B marketers is how to reach a C'Suite audience.

After all, they're the decision-makers, right? So we really need to get some content in front of the CMO, CFO, CRO, C whatever O, but they are notoriously hard to reach, let alone influence. Thankfully, the team at copywriting agency RH&Co did a little research into the type of content CxOs want to read, which they pulled together into a handy report for B2B marketers.

Rin Hamburgh, the agency head, joined me on this episode of Through the Line to take me through the research. One of their key findings was that marketers underestimate the CxO's desire for things to be simple. They want complexity of thinking presented in a way that is simple and engaging, and tied to the bigger picture. They don't want you to sell to them, nor do they have time for waffle.

Click below and listen to the show if you want to find out more about engaging the C'Suite with your marketing.

Have you ever been asked to justify your marketing spending? How about whether your marketing is actually working?
I will be amazed if you haven’t. All marketers need to justify their existence at some point; otherwise, we get labelled with derogatory pap like ‘the colouring in department’. Thank goodness for experts like Gabe Hughes.

According to Gabe, we should all be able to assign value to our marketing. To do this, there’s a marketing measurement trifecta that includes digital attribution, econometrics, and incrementality or A/B testing.

By using these models, marketers can get to grips with the marketing that works at a brand level and also sales performance, including which channels and campaigns are adding value.

Gabe is a true expert on marketing measurement. In the show, we cover everything from data being the new oil to the value of different types of attribution models and the pros and cons of GA4. I promise you there is value in this show if you are new to marketing measurement or just want to enhance your understanding of the options available for measuring marketing performance.

Remember social media? Despite being out of the limelight, social media is no less important. In fact, as my guest on this show, Claire Hoang, suggests, it's even more important; many of our audiences are now social media natives. They have never known a world without social, so it's no time to lose our heads and focus on another shiny penny.

In this episode of Through the Line, Claire takes me through how brands can utilise social media to engage their audiences and build brands. In a wide-ranging conversation, Claire and I look at everything from the importance of native content, supporting organic with paid social, the importance of attention, brand building rather than pushing product in an always-on world, brand safety and even touch on regulating social media. If you're in any way involved in social media strategy, you'll find some value in this episode.

In this episode of the Through the Line podcast, Kate and I explore how to use Artificial intelligence (AI)I to grow internationally. The obvious avenue is with translation, but there's so much more for marketers to think about; everything from market testing to CX, getting the right skills in your marketing team, and of course, asset creation. There's a lot to think about, and Kate explores them in practical, easy-to-understand terms. If you're wondering what to do with all the AI hype, you'll enjoy our conversation.