Spotlight

Calgary Marketing Association
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  • MARKETING
  • EVERY TWO WEEKS

Spotlight – the Calgary Marketing Association's podcast – shines a light on the creative pulse of Calgary’s marketing scene. Each episode dives into candid conversations with industry leaders, uncovering the bold ideas, trailblazing campaigns, and insider strategies shaping the future of marketing. From dissecting brilliant case studies to revealing the stories behind the success, Spotlight blends celebration and education, delivering actionable insights and fresh inspiration.

  1. 3 DAYS AGO

    The Brand Advantage - How Distinctiveness and Trust Drive B2B Growth

    Marketers are often pushed to optimize for short-term performance: more leads, more channels, more campaigns. But as AI reshapes how buyers research, trust and distinctiveness are once again becoming a competitive advantage.In this episode, Chantelle Little, CEO of Tiller Digital, will unpack why brand is making a comeback, how to turn it into a growth lever, and what it takes to create a brand ecosystem that compounds in value instead of expiring after a campaign ends.

    48 min

  2. 13 JAN

    The Evolving World of Customer Loyalty

    Loyalty programs are everywhere, but very few actually drive meaningful retention or long-term growth.In this episode, we break down what loyalty programs really do for a business, how they’ve evolved over time, and why many programs fail to move the needle despite good intentions.We dig into the strategic side of loyalty, including the differences between owned first-party programs and third-party platforms, how to integrate loyalty into your broader business strategy, and what to do after you launch — especially when it comes to data.Whether you’re considering launching your first loyalty program or trying to improve an existing one, this conversation focuses on clarity, real-world use cases, and practical takeaways you can apply immediately.

    33 min

  3. 23/12/2025

    Understanding the Flawed Logic of Budgeting and Metrics with Amanda Thomas

    In this episode, we chat with Amanda Thomas from Konstruct Digital about what most companies get wrong about marketing budgets, ROI, and ABM.We dig into:• Why cutting marketing spend usually backfires• How attribution really works in B2B• When ABM makes sense... and when it doesn’t• The hidden buying group most businesses overlook• How sales and marketing can finally get aligned• Why “in-market intent leads” aren’t a silver bulletIf you’re trying to justify budget, prove ROI, or build a smarter strategy for 2025, this conversation is packed with practical insight.

    32 min

  4. 23/12/2025

    Customers... Your Greatest Marketing Asset

    Case studies are everywhere but not all of them actually help marketers do better work.In this episode, we sit down with Afton Brazzoni from Scribe National to unpack what makes a case study truly effective. From moving beyond surface-level results to telling stories that capture real strategy, decision-making, and impact, this conversation explores how case studies can become tools for learning, alignment, and better marketing outcomes.You’ll hear why strong case studies matter more than ever, how they can be used across teams, and what marketers should be thinking about when documenting their work—whether you’re in-house, agency-side, or leading a brand.

    31 min

  5. 09/12/2025

    Lights, Mic, Action!

    In this episode of Spotlight, Derek and Marc sit down with Laila Hobbs, founder of Social Launch Labs, to explore how she built one of Calgary’s most creator-focused studios for business owners. Laila shares her path from teen TV host to viral content creator with more than 250 million views, and how that experience shaped her approach to helping entrepreneurs and small businesses show up confidently on camera. This conversation covers:• Why Laila left agency life to launch Social Launch Labs• How her TV and influencer background shaped her studio model• The rise of founder-first marketing and why authenticity converts• The misconceptions around “going viral”• Why business owners struggle with content and how to fix it• Where the creator economy is heading for B2B brands You’ll also hear stories from Laila’s early days in broadcasting, managing influencer channels across gaming, golf, and poker, and what it takes to build a content engine that actually supports small businesses. If you’re an entrepreneur, marketer, consultant, or creator looking to build trust and visibility through content, this episode offers practical insights, real-world examples, and a look into what’s next for business-focused creators.

    26 min

  6. 04/11/2025

    When Systems Suffocate Creativity

    In this episode, we’re joined by Heather Isley, Chief Marketing Officer at Karma CMO, to explore how structure and creativity can actually work together instead of against each other.We talk about:Why the RIGHT systems aren’t the enemy of creativityHow the right processes can unlock better ideas (not box them in)Ways creative teams can stay inspired while staying organizedThe balance between freedom and frameworks in marketingIf you’ve ever felt like systems kill your flow, or if your team’s chaos is killing your output... this one's for you.

    32 min

  7. 21/10/2025

    Marketing Funnel Analysis

    In this episode of Spotlight, we’re putting two marketing funnel methodologies head-to-head.Is the AIDA funnel still the gold standard for understanding customer journeys or has evidence-based marketing finally dethroned it?What You’ll Learn:Why the AIDA model (Awareness → Interest → Desire → Action) continues to dominate classrooms and campaign plans.The case against AIDA: why linear funnels fail in a world of fragmented, looping buyer journeys.How modern marketers use mental & physical availability and the cash flow funnel to guide real-world strategy.Practical budget allocation advice — from tactical funnels to long-term brand building.The mindset shift marketers need to make in the data-driven age.👥 Featuring:Pedro Porto Allegre from CULT

    34 min

  8. 30/09/2025

    Why Marketers Struggle to Prove Value... and How to Fix It

    In a world of endless data and shrinking budgets, proving marketing ROI has never been more critical—or more confusing.This webinar with Kristine Neil from Stone-Olafson was based on CMA's latest ROI report, unpacks the pitfalls of short-term metrics, explores the digital paradox, and offers a practical roadmap for improving performance measurement. Whether you're building a case for budget, fighting for long-term brand investment, or aligning with your CFO, this session will give you the clarity, language, and confidence to elevate your impact.

    54 min
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About

Spotlight – the Calgary Marketing Association's podcast – shines a light on the creative pulse of Calgary’s marketing scene. Each episode dives into candid conversations with industry leaders, uncovering the bold ideas, trailblazing campaigns, and insider strategies shaping the future of marketing. From dissecting brilliant case studies to revealing the stories behind the success, Spotlight blends celebration and education, delivering actionable insights and fresh inspiration.

Information

  • Creator
    Calgary Marketing Association
  • Years Active
    2025 - 2026
  • Episodes
    26
  • Rating
    Clean
  • Copyright
    © Calgary Marketing Association
  • Show Website
    Spotlight