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

    -5 ДН.

    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: a...

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

    11 ФЕВР.

    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...

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

    27 ЯНВ.

    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:span class="ql-ui"...

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

    13 ЯНВ.

    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 мин.
  5. 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: a href="https://amzn.to/2ZqfCWm" rel="noopener noreferrer"...

    56 мин.
  6. 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 мин.
  7. 101. Attribution Is Breaking: How Marketers Should Rethink Paid Media in 2026 w. Rocket Agency's Adrian Oguz

    02.12.2025

    101. Attribution Is Breaking: How Marketers Should Rethink Paid Media in 2026 w. Rocket Agency's Adrian Oguz

    As platforms push Performance Max, Advantage+ and new modelling systems, we’re entering a world where results often look better in-platform than they do in reality. Behind the scenes, attribution is becoming harder and marketers are being forced to rethink how they interpret success altogether. In this episode of the Smarter Marketer Podcast, host James Lawrence sits down with Rocket’s Paid Media Manager, Adrian Oguz, to unpack what truly matters when you’re running paid media in an AI-driven landscape. Adrian shares an unfiltered view on automation, performance loops, the limits of attribution and how in-house marketers can step back and measure what actually drives growth, and not just what looks good on a dashboard. Key Takeaways:Why AI-driven campaign types often optimise toward the easiest conversions, not the most valuable onesHow to recognise when Performance Max has fallen into the “existing customer loop”The hidden risks of lead-gen automation and why spam leads often spike before performance improvesThe simple macro metrics that reveal whether your media is genuinely growing the businessHow channels like YouTube can drive huge results without showing any conversions in-platformWhy creative is becoming the new targeting, especially inside Meta’s evolving ecosystemHow to design tests that prove whether a channel is actually contributing to growthWhen it’s time to scale spend, and when stability matters more than chasing the next tactic Guest:Adrian Oguz is a Paid Media Manager at Rocket Agency, overseeing multi-million-dollar budgets across search, social and programmatic. With his clear, practical approach, he’s led multiple award-winning campaigns for various business types and industries across the APAC Search Awards and SEMrush Awards year after year. You can follow Adrian 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.

    44 мин.
  8. 100. How Attention Is Rewriting the Rules of Advertising w. Amplified's Dr. Karen Nelson-Field

    18.11.2025

    100. How Attention Is Rewriting the Rules of Advertising w. Amplified's Dr. Karen Nelson-Field

    Marketers have long optimised for visibility and memory, but in our metric-focused industry, are we measuring what really matters? In this episode of the Smarter Marketer Podcast, host James Lawrence speaks with Dr. Karen Nelson-Field, Founder of Amplified, about why attention is the real currency of modern advertising and how to measure it effectively. From the myth of virality to the flaws in CPMs, Karen shares what years of research reveal about how people truly engage with ads, and what marketers need to do next to stay ahead. Key Takeaways:Dr. Karen’s journey: from academic researcher to founder, shaping the global conversation on attention measurementWhy traditional metrics like reach, impressions and engagement fail to capture real ad effectivenessHow attention measurement works and why it’s revolutionising media planning and buyingThe difference between active, passive and non-attention, and how they impact ROIWhy CPM should stand for “Cost per Meaningless Thousand”How creative and media need to work together for attention to truly convertWhy cheaper ad formats often deliver worse ROI than expectedThe role of AI and synthetic audiences in scaling attention measurementThe future: the unification of creative and media through AI-driven tools Additional resource: The Eye-Watering Cost of Dull Media Guest:Dr. Karen Nelson-Field is a globally recognised researcher and entrepreneur reshaping how marketers think about effectiveness. As the Founder and CEO of Amplified, she leads pioneering work in attention measurement across platforms and formats. A former academic turned industry innovator, Karen’s research has influenced how the world’s biggest brands evaluate advertising performance.  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 мин.
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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.

Информация

  • Автор
    James Lawrence
  • Годы выхода
    2022 - 2026
  • Выпуски
    113
  • Ограничения
    С ненормативной лексикой
  • Авторские права
    © Copyright 2026 James Lawrence
  • Сайт подкаста
    Smarter Marketer

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