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. hace 4 días

    117. Julian Cole's Blueprint for Strategy That Sticks

    The real test of a solid marketing strategy is whether you understand it well enough to stress-test it, and actually use it to make a decision when it counts. And now that AI can spit out a "strategic" brief in seconds, that distinction matters more. Looking strategic and being strategic are not the same thing, and it’s starting to become obvious. In this episode, James Lawrence sits down with renowned strategist Julian Cole, Founder of Strategy Finishing School and someone who's spent his career inside the rooms where PlayStation, Snickers and M&M's strategies were crafted to talk about what good strategy really looks like and where genuinely pivotal insights actually come from. Key Takeaways:Julian's path from social and digital strategy in Australia to running strategy teams at BBH and BBDO in New YorkWhy nailing the fundamentals matters more in an AI-powered world as the tools get ‘smarter’ and the bar for judgment goes upHow to use AI as a sparring partner for strategyThe four essential ingredients of any strategy: the goal, the problem, the insight and the solutionUntangling business strategy, marketing strategy, brand strategy and creative strategy: what each actually does, and how they fit togetherWhat separates a genuine consumer insight from a nice-sounding observation, and why the best ones change how you see the problem entirelyPractical, unglamorous ways to find insights you can get started with todayWar stories from behind the scenes on PlayStation and SnickersHow smaller marketing teams can think more strategically without a dedicated strategist on staffWhy the best strategies boil down to one clear idea that can guide creative, brand and marketing decisions Guest:Julian Cole is a strategy consultant and the founder of Strategy Finishing School. He's worked with global brands including Apple, Uber, Meta and Disney, and held senior strategy roles at BBH and BBDO in New York, where he worked on campaigns for PlayStation, Snickers, Bacardi, Mountain Dew and M&M's. Through Strategy Finishing School, he's helped thousands of strategists and marketers build the skills to develop, communicate and defend an effective marketing strategy. You can follow Julian 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.

    117. Julian Cole's Blueprint for Strategy That Sticks

  2. 11 ago

    116. What High-Performing Marketers Do Differently w. Neon Ambition's Jordan Slover

    Rocket Agency's Co-Founder and podcast host, James Lawrence, sits down with US-based agency-owner Jordan Slover to explore the common traits they’ve seen across high-performing marketers and marketing teams, drawing on 50 years combined experience working with over 500 businesses in Australia, the UK and the USA. Key Takeaways:Why clarity about what success looks like helps marketers stay focusedWhy chasing every new platform, tool or tactic can do more harm than goodHow a strong understanding of brand can improve long-term marketing performanceWhy staying close to customers is one of the most valuable things a marketer can doHow genuinely considering the advice of specialists and building trust leads to stronger agency partnershipsWhy relentless curiosity and a genuine desire to learn are essential marketing traitsHow reading widely and staying across news and culture can make you a better marketerWhy marketers shouldn’t rely on AI to assess strategies without applying context and critical thinking Guest:Jordan Slover began his digital marketing career at Google, working in New York and London before moving to Australia. He later returned to the United States and founded Neon Ambition, a lead generation and digital marketing agency that works primarily with professional services businesses. Neon Ambition has appeared on the Inc. 5000 list of America’s fastest-growing private companies for three consecutive years. You can follow Jordan 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.

    116. What High-Performing Marketers Do Differently w. Neon Ambition's Jordan Slover

  3. 28 jul

    115. How to Win in AI Search: Proven Tactics and Research Across ChatGPT, Gemini & Google AI w. Joe Alder

    AI search has moved far beyond theory. 14.3 million Australians now use ChatGPT, Gemini and Google AI Overviews to research and decide which brands they trust, often before they ever visit a website. But most marketers are still measuring the wrong metrics and applying SEO tactics that don’t fully translate to AI search. In this episode, James Lawrence sits down with Rocket’s Head of SEO & GEO, Joe Alder, to unpack exactly what Rocket has learnt after three years of research, studying the landscape, testing and optimising brands for AI search. Rather than discussing AI at a high level, this episode dives into the practical strategies that are delivering results today, including technical fixes, content strategy, brand sentiment, AI measurement and the framework Rocket uses with clients to improve visibility across different AI search tools. Key takeaways:Why AI search is already changing how customers buyThe STAR framework Rocket uses to build GEO strategiesThe technical issues quietly preventing AI platforms from accessing many websitesWhy trust, reviews and third-party sources matter more than everHow to improve the information AI platforms use when describing your businessWhy AI referral traffic dramatically understates AI’s real commercial impactThe metrics marketers should actually be measuringReal examples of brands improving AI visibility through practical changes Guest:Joe Alder is Rocket’s Head of SEO & GEO and one of Australia’s leading voices on the evolving AI search landscape. He has worked closely with Australian brands to help them navigate the shift from traditional search to AI-driven discovery, combining deep technical expertise with practical strategies for improving visibility across platforms like ChatGPT, Google AI Overviews and Gemini. You can follow Joe 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.

    115. How to Win in AI Search: Proven Tactics and Research Across ChatGPT, Gemini & Google AI w. Joe Alder

  4. 14 jul

    114. Marketing's Credibility Problem: What Attribution Gets Wrong and Incrementality Gets Right w. Analytic Partners’ Paul Sinkinson

    Marketing teams have never had more data available to them, yet many still find it hard (often harder than ever) to confidently answer a simple question: what’s actually driving growth? In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder and Host James Lawrence sits down with Paul Sinkinson, Managing Director for APAC at Analytic Partners, to explore how marketing measurement is evolving and where marketers still get it wrong. They discuss why incrementality remains one of the most misunderstood concepts in marketing and how leading brands are balancing short-term optimisation with long-term growth. Key Takeaways:What has changed in marketing measurement over the past two years and why marketers are adopting a more holistic approachThe growing challenge of fragmented platform measurement and conflicting data sourcesHow marketers should think about attribution today and where it still provides valueWhat incrementality really means and why it matters more than most marketers realiseHow marketers can build credibility with CFOs and leadership teams through better measurementWhy some brands gain market share during economic downturns while others pull backHow fast-growing brands can transition from performance-led growth to investing in future demandPaul’s predictions on the future of measurement, brand building and distinctive brand assets Guest:Paul Sinkinson is the Managing Director of Sydney-based global marketing consultancy Analytic Partners, which delivers customised analytics that improve sales and marketing ROI. He has over 20 years of marketing analytics experience across many of Australia’s leading brands, and was previously a Partner at the Leading Edge, and Director at Nielsen, to name a few. Follow Paul 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

    114. Marketing's Credibility Problem: What Attribution Gets Wrong and Incrementality Gets Right w. Analytic Partners’ Paul Sinkinson

  5. 30 jun

    113. James Hurman on Building Future Demand: Creativity, Brand and Escaping the ‘Performance Trap’

    Most marketers are under pressure to deliver results fast. But when all of the focus goes into capturing demand that already exists, businesses eventually limit their ability to grow. Sustainable growth comes from balancing the customers ready to buy today with those who will enter the market tomorrow. In this episode, James Lawrence sits down with marketing effectiveness expert, entrepreneur and author James Hurman to unpack the ideas behind his new book, Future Demand. Together, they explore why so many businesses fall into the performance trap, what future demand actually means, why creativity remains one of marketing's most powerful growth levers, and how marketers can better communicate the value of long-term investment to CEOs, CFOs and boards. Visit: futuredemand.com Key Takeaways:Why businesses that focus only on short-term performance eventually hit a growth ceilingThe ‘performance trap’ and how marketing teams unintentionally create itThe role creativity plays in capturing the attention of future buyersWhy marketers need to become better at communicating marketing's value internallyPractical ways to build support for long-term marketing investment across leadership teamsHow companies can gradually shift from performance-only marketing to a more balanced growth strategy Guest:James Hurman is one of the world’s leading experts on marketing and advertising effectiveness. A former strategic planner, James has won more than 50 advertising effectiveness awards and was named the world’s number one strategic planning director in 2013. He is the co-founder of Tracksuit, Senior Advisor at Lions Advisory, Program Director of the Master of Advertising Effectiveness and author of Future Demand. You can follow James 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

    113. James Hurman on Building Future Demand: Creativity, Brand and Escaping the ‘Performance Trap’

  6. 16 jun

    112. State of the Pitch 2026 - How To Find The Right Agency Partner w. TrinityP3’s Darren Woolley

    Few decisions have a bigger impact on marketing performance than choosing the right agency partner. Yet according to TrinityP3's latest State of the Pitch Report, many pitch processes are still creating frustration on both sides of the table. Agencies invest significant time and resources into pitches, while marketers often struggle with unclear scopes. More than anything, this leads to relationships starting on the wrong foot before a contract is even signed. In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host James Lawrence sits down with TrinityP3 Founder and CEO Darren Woolley to unpack the findings from the 2026 State of the Pitch report. Together they discuss why some pitch processes consistently underperform and what marketers can do to build stronger, more productive agency relationships from the very beginning. Read: The State of the Pitch Report Key Takeaways:The biggest findings from TrinityP3's 2026 State of the Pitch reportWhy agency dissatisfaction with pitch processes remains stubbornly highThe impact poor pitch management can have on agency performance and marketer reputationWhy defining scope of work remains one of the biggest challenges in agency selectionHow AI and changing agency pricing models are increasing the importance of better scopingThe ideal number of agencies to involve in a competitive pitch processWhen marketers should pitch, and when alternative approaches may deliver better outcomesThe role procurement should play in agency selection and where it often goes wrongHow marketers can create stronger agency relationships before a contract is even signedBest-practice feedback, communication and transparency throughout the pitch process Guest:Darren Woolley is considered a thought leader on all aspects of marketing management - a problem solver, negotiator, mentor, Founder & Global CEO of TrinityP3, industry commentator, podcaster and author. He is also an ex-chair of the Australian Marketing Institute, an ex-president of the Melbourne Advertising and Design Club, ex-medical scientist and ex-creative director. You can follow Darren on LinkedIn. Find Us Online:James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/ Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast Rocket Agency Website: https://rocketagency.com.au/ Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/ Buy Smarter Marketer:Hardcover: https://amzn.to/30O63kg Kindle: https://amzn.to/2ZqfCWm

    112. State of the Pitch 2026 - How To Find The Right Agency Partner w. TrinityP3’s Darren Woolley

  7. 2 jun

    111. LinkedIn B2B Institute’s Ty Heath on Why the Best B2B Marketing Is Contrarian

    Episode Description:Most marketers are keen to try the new shiny tactic, but what if the biggest B2B marketing opportunities come from understanding what doesn’t change? In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host, James Lawrence, sits down with Ty Heath, Global Thought Leadership Lead at LinkedIn and co-founder of the LinkedIn B2B Institute, to explore the marketing principles that continue to drive growth in an increasingly complex world. Drawing on LinkedIn’s research and the B2B Institute’s latest work, Ty unpacks why brand remains one of the most powerful growth drivers in B2B and why many marketers are focusing on the wrong signals. Resources: LinkedIn B2B InstituteWebinar: B2B Trends for the Contrarian MarketerWhitepaper: How B2B Brands Grow Key Takeaways:Why the best marketers focus on what doesn't change rather than chasing every new trendThe contrarian marketer framework and how to find growth opportunities others overlookWhy buyers often create a shortlist before entering the market, and what that means for brand buildingThe 95/5 rule and why long-term brand investment remains critical for B2B growthThe "sea of sameness" problem and how brands can build stronger distinctivenessThe dangers of over-segmentation and the role of category entry points in reaching more buyersHidden buyers: who really influences B2B purchasing decisions beyond the obvious stakeholdersThe sales and marketing alignment gap and what businesses can do to close it Guest: Tyrona Heath leads global thought leadership at LinkedIn Marketing and is the co-founder of LinkedIn’s B2B Institute. She is also a board member of the American Advertising Federation and a leading voice in B2B marketing effectiveness. Through LinkedIn’s research and partnerships with leading marketing thinkers and institutions, Ty helps marketers make clearer, evidence-based decisions about brand, memory, creativity and growth. You can follow TY 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.

    111. LinkedIn B2B Institute’s Ty Heath on Why the Best B2B Marketing Is Contrarian

  8. 19 may

    110. AI Search In Australia: Google, ChatGPT & The New Rules Of Visibility w. Rocket Agency's Joe Alder

    Episode Description:Is Google losing ground? How much traffic are tools like ChatGPT really driving? And what does visibility look like when answers increasingly happen inside AI platforms instead of on your website? In this episode, Host James Lawrence sits down with Rocket’s Head of SEO & GEO, Joe Alder, to unpack what’s actually happening inside AI search in Australia right now. Drawing on Rocket’s latest GEO research across more than 150 Australian businesses and over one million data points, they explore how platforms like ChatGPT, Google AI Overviews, Gemini and Perplexity are reshaping visibility, influence and digital measurement for brands, and what marketers should focus on next. Watch our webinar: AI Search in Australia 2026 - How to Rank in ChatGPT & Google AI Key Takeaways:Why Google search traffic is declining even while total search activity continues to growHow AI Overviews are impacting click-through rates for brands ranking in top Google positionsWhat Rocket’s research revealed about the overlap between Google rankings and ChatGPT visibilityWhy ChatGPT influences purchasing decisions far beyond the traffic it directly sends to websitesThe growing importance of brand perception inside large language modelsWhy AI search optimisation requires a different approach to traditional SEOThe technical website issues preventing many brands from appearing in AI search resultsWhat types of content are performing best inside large language modelsWhy authority, citations and off-site brand signals matter more than ever in AI searchThe metrics marketers should actually be tracking to measure AI search performance Guest:Joe Alder is Rocket’s Head of SEO & GEO and one of Australia’s leading voices on the evolving AI search landscape. He has worked closely with Australian brands to help them navigate the shift from traditional search to AI-driven discovery, combining deep technical expertise with practical strategies for improving visibility across platforms like ChatGPT, Google AI Overviews and Gemini. You can follow Joe 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.

    110. AI Search In Australia: Google, ChatGPT & The New Rules Of Visibility w. Rocket Agency's Joe Alder
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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.

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  • Creador
    James Lawrence
  • Años de actividad
    2022 - 2026
  • Episodios
    126
  • Clasificación
    Apto
  • Copyright
    © Copyright 2026 James Lawrence
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