Smarter Marketer

James Lawrence
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Hosted by James Lawrence - Co-Founder of Rocket Agency and B&T Marketer of the Year finalist, each episode features candid conversations with marketers, leaders and innovators on what’s really working in today’s fast-changing landscape. This is the definitive podcast for Australian Marketers.

  1. 106. Digital Marketing in Australia in 2026 - Your Questions Answered w. Rocket Agency's Top Experts

    24 MAR

    106. Digital Marketing in Australia in 2026 - Your Questions Answered w. Rocket Agency's Top Experts

    Episode Description: What would great marketing look like in Australia this year, especially when the rules are changing faster than most teams can keep up? In this episode, Rocket Agency’s top experts unpack the biggest shifts shaping digital marketing in 2026, from AI search and zero-click behaviour to rising costs, evolving content expectations and the growing importance of creative. Host James Lawrence discusses marketers’ most pressing questions with Mariano Di Lascio (Head of Digital), Joe Alder (Head of SEO), Leesa Mealing (Digital Creative Lead) and David Lawrence (MD). What follows is a practical, honest look at what’s working, what’s not and where marketers should be focusing next. Key Takeaways:Key trends shaping the Australian marketing landscape this yearIf zero-click search continues to grow, how should marketers measure SEO success differently?With AI-generated content flooding the internet, what does “good” content look like now?One AI use case that’s genuinely delivering ROI?With CPCs rising and competition intensifying, what are the first three levers you’d pull before increasing budget?If you’re leading marketing in 2026, what are you actually automating with AI, and what are you deliberately keeping human?LinkedIn for B2B: are most brands under-investing in creative, targeting, or measurement?Is the funnel broken or are marketers just running the same message at every stage?If you’re a lean team with limited budget, what’s the one channel and one capability you would prioritise this year?With Meta and Google controlling audience data, how much should brands invest in building owned channels right now? … and more pressing questions. Guests:Mariano Di Lascio leads a team of outstanding marketers at Rocket Agency across paid search and paid social channels. Together with the team, he has won some outstanding awards for client campaigns, including Best Integrated Campaign at APAC Search Awards, Best Integration of Search into Cross-Channel Marketing at Search Engine Land Awards and Best Integrated Campaign at Semrush Awards. Joe Alder is an award-winning SEO expert and has driven organic growth for global brands like Amazon, Coca-Cola, ANZ and Dulux through innovative strategies and data-driven insights. With over 20 industry award nominations, Joe is recognised as a leader in the field. Leesa Mealing is the Digital Creative Lead at Rocket, bringing over 15 years of experience across creative direction, art direction and design. She blends big-picture thinking with hands-on execution, shaping concepts while staying close to the work. Her background spans everything from branding and packaging to UI/UX, content and campaign production, and she’s just as comfortable leading a shoot as she is refining the details on screen. David Lawrence is the MD and Co-Founder of Rocket, an award-winning Australian full-service digital marketing agency. He is also the co-author of the Amazon #1 best-selling marketing book, Smarter Marketer. David has presented at several events, including Inbound Boston, Search Marketing Summit, Mumbrella360, CEO Institute, and various seminars and in-house sessions. 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: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.

    53 min
  2. 105. Building a Standout Brand in a “Boring” Category w. Cleancorp’s Lisa Macqueen

    10 MAR

    105. Building a Standout Brand in a “Boring” Category w. Cleancorp’s Lisa Macqueen

    How do you market an ‘unglamorous’ business where your category doesn’t sell itself? And what does it take to build a brand that people trust and remember when your offering is not something buyers get excited about? Host James Lawrence sits down with Lisa Macqueen, CEO of Cleancorp, to unpack how she’s built one of Australia’s most respected service brands in one of the most commoditised categories there is - commercial cleaning. From personal branding and LinkedIn content that genuinely resonates, to building trust at scale through culture and customer experience, this conversation is a masterclass in doing the fundamentals exceptionally well. Key Takeaways:How to build brand influence in a “boring” industry where buyers see the service as a grudge purchaseWhy founder-led LinkedIn content can become one of the most effective marketing channels in B2BWhat happens when you deliberately position your brand differently from the rest of your categoryWhy putting people at the centre of your marketing can strengthen both culture and client relationshipsThe role authenticity plays in building trust with prospects before a sales conversation even beginsHow modern buyers research suppliers before they ever contact a companyWhy curiosity and experimentation are becoming essential traits for marketers in a fast-changing landscape Guest:Lisa Macqueen is the CEO of Cleancorp, a national commercial cleaning business servicing some of Australia’s most recognisable brands. With a background in sales and marketing across global hotel and resort businesses, Lisa brought a fundamentally different mindset into an industry long defined by commoditisation. Under her leadership, Cleancorp has grown into a people-first, values-led organisation, earning B Corp certification, national recognition as one of Australia’s best places to work and a reputation for doing things differently. Lisa is also a LinkedIn Top Voice, using her personal platform to share candid insights on building meaningful brands in unexpected places. You can follow Lisa on LinkedIn. Find Us Online:James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcastRocket 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/30O63kgKindle: https://amzn.to/2ZqfCWm 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.

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

    24 FEB

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

    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 madeWhy “demand generation” might really just be demand captureThe changes in buying group size and timing, and what’s driving itHow AI is accelerating first contact, even as buyers try to self-serveWhat a Millennial and Gen Z-led buying committee expects from your contentWhy ungating content is uncomfortable but increasingly necessaryThe 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:Hardcover: https://amzn.to/30O63kg Kindle: https://amzn.to/2ZqfCWm 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.

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

    11 FEB

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

    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 B2BAre we overcomplicating marketing when simplification might be the real edge?How brand and performance work together, and why future demand mattersWhat marketers need to do to reposition themselves inside the C-suiteWhy 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:Hardcover: https://amzn.to/30O63kg Kindle: https://amzn.to/2ZqfCWm 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.

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

    27 JAN

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

    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 itHow the best marketers link brand investment to real business outcomesWhat 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 bothHow to “market marketing” internally and earn trust across the businessWhat the Webjet rebrand reveals about modern brand growth and measurementWhy 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:Hardcover: https://amzn.to/30O63kg Kindle: https://amzn.to/2ZqfCWm 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.

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

    13 JAN

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

    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 influenceA walkthrough of the original six principles - Reciprocity, Scarcity, Authority, Consistency, Liking and Social ProofThe 7th principle - Unity: Why bonds formed by shared identity matter todayThe importance of ethics: Why marketers should use persuasion techniques truthfully and responsiblyInfluence vs cultural differences: How different regions (e.g., Australia, Asia, Scandinavia) prioritise different principles of influenceThe rise of AI: How marketers are using AI to apply Cialdini’s principlesThe science of “pre-suasion” and how setting context before your message boosts effectivenessReal-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:Hardcover: https://amzn.to/30O63kg Kindle: https://amzn.to/2ZqfCWm  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.

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

    30/12/2025

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

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

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

    16/12/2025

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

    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 scienceIntroduction to behavioural science and it’s connection to marketingWhat are some common behavioural biases you see everyday? -Default bias -Framing -Anchoring -Loss aversion -Effort bias Ethics in persuasion vs manipulationNavigating dark patternsHow context impacts perception and shapes biasesEssential 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: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.

    49 min
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About

Hosted by James Lawrence - Co-Founder of Rocket Agency and B&T Marketer of the Year finalist, each episode features candid conversations with marketers, leaders and innovators on what’s really working in today’s fast-changing landscape. This is the definitive podcast for Australian Marketers.

Information

  • Creator
    James Lawrence
  • Years Active
    2022 - 2026
  • Episodes
    115
  • Rating
    Explicit
  • Copyright
    © Copyright 2026 James Lawrence
  • Show Website
    Smarter Marketer

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