31 episodes

Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros.

The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes.

In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.

The Sleeping Barber - A Business and Marketing Podcast Sleeping Barber

    • Business
    • 5.0 • 3 Ratings

Welcome to the Sleeping Barber podcast with your hosts, Marc Binkley and Vassilis Douros.

The sleeping barber is a classic computer programming problem that illustrates the challenges of effectively managing multiple systems processes.

In business, we're faced with similar challenges. How do we align operations, IT and HR to execute a strategy and drive growth? How can accounting and legal help build and defend brands? How do marketing, sales and customer service teams effectively and efficiently acquire and serve customers? These challenging problems are exactly what this podcast is about.

    SBP 030 - Solving for Incrementality, with Avinash Kaushik

    SBP 030 - Solving for Incrementality, with Avinash Kaushik

    Welcome back to yet another episode of the Sleeping Barber Podcast. We're thrilled to have Avinash Kaushik, the Chief Strategy Officer at Croud, on our show today. With a background at Google and well-earned reputation for insightful digital perspectives, Avinash brings a wealth of knowledge in digital marketing, data science, and much more to our conversation.

    In this enlightening episode, we navigate through a myriad of topics. We delve into the frequent pitfalls surrounding KPIs in marketing, scrutinize the limitations of traditional marketing funnels, and unpack the impactful concept of incrementality. Avinash offers an alternative approach that promises to enlighten your strategies.

    Make sure to stick around until the end for a post-show chat with our hosts, Marc and V. Believe us when we say this episode is one you wouldn't want to pass up!

    So, without further ado, let's jump right in!

    ____________

    Our Guest:
    Follow Avinash Kushki: https://www.linkedin.com/in/akaushik/

    ____________

    Literature
    Get a Grip on Incrementality: https://www.thinkwithgoogle.com/marketing-strategies/data-and-measurement/marketing-incrementality

    Most Important KPIs: https://www.kaushik.net/avinash/the-most-important-business-kpis/

    Driving Innovation from customer intent: https://www.youtube.com/watch?v=OzFegvyVJRM

    Incrementality: https://www.linkedin.com/posts/akaushik_marketings-incrementality-business-results-activity-7029572543795630080-w-P0/

    Brand & Performance Silos: https://www.linkedin.com/posts/akaushik_at-my-ripe-old-age-it-upsets-me-when-i-activity-7037000489066004480-trfZ/

    See, Think, Do, Care Framework: https://www.kaushik.net/avinash/see-think-do-care-win-content-marketing-measurement/
    ____________
    The Sleeping Barber Podcast:
    Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠
    Get in touch with our hosts:
    Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠
    Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠
    ___________
    Timestamps:
    O:55  - Intro to Avinash Kaushik
    3:38 - The 2 big measurement mistakes many marketers make about KPIs
    9:44 - Traps that misguide marketers
    14:48 - Why funnels idiodic and a what to use instead of them
    20:48 - How to measure both short-term and long-term campaigns
    25:26 - What is incrementality, why does it matter & how is it different from ROI? 
    30:20 - The ladder of awesomeness
    33:30 - The shock of measuring incrementality
    35:55 - Different types of incrementality
    47:12 - Anybody can suck less, how any size company can use incrementality
    51:48 - Customer curiosity & open mindedness makes marketers better
    58:44 - What marketers need to learn 
    1:05:08 - Avinash’s career path to Croud
    1:07:40 - How to find out more about Avinash
    1:08:50 - Post pod discussion with V and Marc
    ____________
    Where to listen
    Apple Podcasts: ⁠⁠https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324
    Spotify: ⁠https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF
    Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw⁠
    Youtube: ⁠https://www.youtube.com/@sleepingbarberpodcast


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    • 1 hr 25 min
    SBP 029 - The Evolution of B2B Sales and Marketing, with Brent Adamson

    SBP 029 - The Evolution of B2B Sales and Marketing, with Brent Adamson

    Keeping up with the latest trends and strategies can be challenging in a world where the B2B sales and marketing landscape constantly evolves. In this episode, Brent Adamson, Global Head of Research at Ecosystem.io, provides his valuable insights into B2B sales and marketing dynamics. From the evolving buyer journey to the importance of designing a seamless experience, Brent discusses various critical topics for businesses looking to differentiate themselves and connect with their customers. We discuss topics like buyer enablement, content marketing, personalization, and more.

    We hope you enjoy the show!
    ____________
    Our Guest:
    Follow Brent Adamson: https://www.linkedin.com/in/brentadamson/
    ____________
    Literature
    Traditional B2B Sales and Marketing Are Becoming Obsolete (hbr.org) - https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete

    Sensemaking for Sales (hbr.org) - https://hbr.org/2022/01/sensemaking-for-sales
    What Is the Challenger Sale? An Overview of the Challenger Sales Model (gartner.com) - https://www.gartner.com/en/sales-service/insights/challenger-sale
    Brent Adamson | Mini Keynote - YouTube - https://www.youtube.com/watch?v=Wksen56eTn0
    The Challenger Sale: Taking Control of the Customer Conversation - https://www.amazon.ca/Challenger-Sale-Control-Customer-Conversation/dp/1591844355
    Q&A with Brent Adamson: Thought leadership for better buying decisions (ft.com) - https://longitude.ft.com/can-thought-leadership-help-buyers-make-better-decisions-qa-with-brent-adamson-expert-in-customer-buying-behaviour/
    Brent Adamson | Mini Keynote - https://www.youtube.com/watch?v=Wksen56eTn0
    ____________
    The Sleeping Barber Podcast:
    Follow our updates here: ⁠⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠⁠
    Get in touch with our hosts:
    Marc Binkley: ⁠⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠⁠
    Vassilis Douros: ⁠⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠⁠
    ___________
    Timestamps:

    0:50 - Intro to Brent Adamson
    3:15 - The evolution of B2B Sales & Marketing 
    7:07 - Buyers don’t funnel, the loop
    12:00 - There are more decision makers than we think there are
    18:35 - A different way to think of buyer enablement
    20:50 - MQL -> SQL -> NMP & Content Marketing
    27:24 - The role of personalization
    29:19 - The more important role of designing an easy experience
    26:13 - the damage of over customization
    39:05 - Connecting customers through confidence and value  
    48:44 - The evolution of the challenger sale to sensemaking
    50:50 - With content abundance we need an information strategy to differentiate 
    53:20 - How B2B can differentiate today
    56:48 - Post Pod with V and Marc

    ____________
    Where to listen
    Apple Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts⁠
    Spotify: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify⁠
    Google Podcasts: ⁠ ⁠The Sleeping Barber - A Business and Marketing Podcast⁠
    Youtube: ⁠Sleeping Barber - A Business and Marketing Podcast⁠




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    • 1 hr 18 min
    SBP 028 - The Evolution of Traditional Advertising, with Pierre Bouvard

    SBP 028 - The Evolution of Traditional Advertising, with Pierre Bouvard

    Have we come full circle?

    The evolution of traditional media has been significant over recent years, driven by changes in consumer behaviour, technology, and emerging media platforms. In our latest episode, Pierre Bouvard, Chief Insights Officer at Cumulus Media/Westwood One, shares his valuable insights on the evolution of traditional advertising and its role in modern marketing. We cover many topics, including media planning, building a sonic brand, and the benefits of media diversity in increasing marketing effectiveness. And don't forget, Stay tuned until the end for our post-pod discussion.

    We hope you enjoy this episode!

    ____________

    Our Guest:

    Follow Pierre Bouvard: https://www.linkedin.com/in/pierrebouvard/

    Follow Westwood One: https://www.linkedin.com/company/westwoodone/

    ____________

    Literature:


    https://www.linkedin.com/in/pierrebouvard/
    https://www.prnewswire.com/news-releases/nielsen-audiences-extend-viewing-momentum-into-december-according-to-the-gauge-301725563.html
    https://www.westwoodone.com/blog/2023/03/27/two-slides-every-marketer-needs-to-have-audio-streaming-and-podcast-audiences-from-edison-researchs-infinite-dial-2023/ 
    https://www.insiderintelligence.com/content/audio-advertising-spotify-grows-podcasts-go-global-radio-safe-bet 
    https://www.statista.com/statistics/431478/time-spent-media-canada-media/

    ____________

    The Sleeping Barber Podcast:

    Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠

    Get in touch with our hosts:

    Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/⁠⁠

    Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠

    ___________

    Timestamps:


    0:48 - Intro to Pierre
    3:03 - Why major broadcasters are converting from radio to audio 
    5:29 - Where traditional media stands today in the media landscape
    10:20 - Mass reach with radio is not an oxymoron
    13:34 - The problem with media planners 
    18:08 - The expanding universe of audio advertising
    24:49 - Capturing attention in the car
    27:02 - Portable People Meters (PPM) - measuring media audiences
    29:45 - Radio is becoming visual in connected cars
    34:10 - Heatmapping listener driving patterns
    38:20 - Speed of reach
    41:49 - Why campaign effectiveness increases with media diversity
    43:25 - Is the 3 frequency still accurate? 
    53:20 - Distinctive assets & the keys to sonic brands
    57:23 - Did we forget how advertising works? 
    1:03:35 - Tips for effective audio creative
    1:07:03 - Why more messages in an ad is a bad idea
    1:09:48 - How to find out more about Pierre
    1:11:31 - Post Pod with V and Marc

    ____________
    Where to listen
    Apple Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast on Apple Podcasts
    Spotify: ⁠ The Sleeping Barber - A Business and Marketing Podcast | Podcast on Spotify
    Google Podcasts: ⁠ The Sleeping Barber - A Business and Marketing Podcast

    Youtube: Sleeping Barber - A Business and Marketing Podcast


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    • 1 hr 33 min
    SBP 027 - A Conversation About Intent Based Marketing, With Marc and Vassilis

    SBP 027 - A Conversation About Intent Based Marketing, With Marc and Vassilis

    Intent-based marketing is a highly versatile tactic that often falls under the umbrella of performance marketing, but is frequently overlooked by marketers.

    On this episode, Marc and Vassilis provide a comprehensive overview of intent-based marketing, discussing various aspects such as the tools and technologies employed to implement it, the data sources that underpin it, and the best practices for crafting effective campaigns. Additionally, they examine the channels through which this marketing approach can be deployed, as well as the potential challenges and limitations it poses.

    We hope you enjoy this episode and gain valuable insights into this crucial marketing approach.

    ____________

    The Sleeping Barber Podcast:

    Follow our updates here: ⁠https://www.linkedin.com/company/sleeping-barber/⁠

    Get in touch with our hosts:

    Marc Binkley: ⁠https://www.linkedin.com/in/marcbinkley/⁠

    Vassilis Douros: ⁠https://www.linkedin.com/in/vassilisdouros/⁠

    ________________

    Sources


    https://clearbit.com/blog/what-is-lead-enrichment
    https://www.thinkwithgoogle.com/consumer-insights/consumer-trends/why-consumer-intent-more-powerful-than-demographics/
    https://www.techtarget.com/before-you-leap-understand-the-4-pillars-of-intent-based-marketing/
    https://www.semrush.com/blog/how-to-do-competitor-analysis-in-digital-marketing/
    https://www.cience.com/blog/intent-based-marketing 
    https://www.fastcompany.com/90703704/anonymity-and-the-rise-of-consumer-intent-data

    ________________

    Timestamps


    0:45 - Show Intro
    2:27 - The need to deliver short-term results
    3:24 - Defining intent-based marketing
    4:30 - The benefits of intent marketing 
    6:55 - Performance marketing impact on budgets and demographics
    8:55 - Sources of intent data
    10:48 - Zero-party data
    11:38 - Misinterpreting digital data
    13:30 - Can digital activity be separated from real intent signals?
    15:31 - Why your organization should define its own intent signals
    20:04 - How surveys can help clarify buyer intent
    21:35 - Airbnb as an example of using buyer intent to design a buyer experience
    24:20 - Knowing your role in the customer’s complete buying journey
    26:40 - When performance marketing meets branding 
    29:10 - Intent, channels and content … Oh my
    34:45 - The trouble with gated content
    36:09 - Challenges with intent data
    38:27 - Offline sources of intent data
    43:37 - Content as a limitation of performance marketing
    47:30 - The problem of mass personalization 
    52:00 - Past purchase vs. recency and frequency of intent
    54:56 - What did we learn today

    ____________Where to listen


    Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324
    Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b
    Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC
    Youtube: https://www.youtube.com/@sleepingbarberpodcast



    © 2023 Sleeping Barber


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    • 1 hr
    SBP 026 - A Look Back on 35 Years in Marketing, with Carol Shmygol

    SBP 026 - A Look Back on 35 Years in Marketing, with Carol Shmygol

    On this edition of the Sleeping Barber podcast, we have the pleasure of hosting Carol Shmygol. She joins us to share her knowledge and experience gained over 35 years in marketing, working across agency and client roles. Our conversation covers a range of thought-provoking topics, such as marketing fundamentals' relevance, culture's impact on brand building, and the value of marketing research. So, relax and enjoy this insightful episode!
    _______________
    Our Guest
    Follow Carol Shmygol: https://www.linkedin.com/in/carolshmygol/
    ____________
    The Sleeping Barber Podcast:
    Follow our updates here: ⁠https://www.linkedin.com/company/sleeping-barber/⁠
    Get in touch with our hosts:
    Marc Binkley: ⁠https://www.linkedin.com/in/marcbinkley/⁠
    Vassilis Douros: ⁠https://www.linkedin.com/in/vassilisdouros/
    ____________
    Timestamps

    0:45 - Intro to Carol Shmygol 
    3:06 - The draw of marketing 
    4:40 - Starting out in a male-dominant industry
    7:04 - Advice Carol would give to her younger self
    9:32 - Why its important to love what you do
    11:52 - Do trends like TikTok and ChatGPT matter?
    15:13 - A more beautiful question
    17:55 - The battle between digital and traditional 
    21:30 - Learning the fundamentals of marketing
    26:20 - How culture can be a catalyst for brand building
    31:26 - Educating an executive team about brand building 
    33:49 - Why briefs are so important and the keys to writing a good one 
    40:23 - Brand side or agency side - ideas and advice
    42:54 - Managing the demands between short term results and long term impact
    47:05 - The importance of the right research
    48:38 - Should you react to competitors or ignore them? 
    52:22 - Is advertising a strong or a weak force? 
    55:44 - Building relationships to extend the CMO lifespan
    58:43 - Expanding your business language & acumen
    1:02:40 - Post-pod discussion with V and Marc

    ____________
    Where to listen
    Apple Podcasts: ⁠ https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324?i=1000605496685
    Spotify: ⁠ https://spotify.link/cmykzT8Aoyb
    Google Podcasts: ⁠ https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw/episode/YjM3ZDYzOWUtNDU3OC00NDgyLTllODAtZjM0MTA1MzEwNjg1?sa=X&ved=0CAQQ8qgGahcKEwiApozvuvH9AhUAAAAAHQAAAAAQAg

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    • 1 hr 20 min
    SBP 025 - Better Brand Health, with Jenni Romaniuk

    SBP 025 - Better Brand Health, with Jenni Romaniuk

    This week's episode welcomes Jenni Romaniuk, a renowned researcher and professor at the Ehrenberg-Bass institute. She is the author of some incredible books, including her most recent, Better Brand Health. Our conversation delves into several fascinating topics, such as why people dislike their brand trackers, loyalty, the fundamental principles of marketing, the challenges of differentiation, and useful tips for brand tracking and the marketing funnel. 

    With so much valuable information to absorb, be sure to tune in and be ready to engage in a thought-provoking discussion! 

    Enjoy the show.

    ________________
    Our Guest

    Follow Jenni Romaniuk: https://www.linkedin.com/in/jenni-romaniuk-2746884/ 

    Follow the Ehrenberg-Bass Institute: https://www.linkedin.com/in/jenni-romaniuk-2746884/

    Visit Jenni's Website: http://www.jenniromaniuk.com/

    ____________
    The Sleeping Barber Podcast:

    Follow our updates here: https://www.linkedin.com/company/sleeping-barber/

    Get in touch with our hosts:

    Marc Binkley: https://www.linkedin.com/in/marcbinkley/

    Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/

    ________________
    Literature

    Category Entry Points in a B2B World: https://business.linkedin.com/marketing-solutions/b2b-institute/cep-in-b2b

    Laws of Marketing with Nicole Hartnett: https://podcasts.apple.com/us/podcast/sbp-012-the-laws-of-marketing-with-dr-nicole-hartnett/id1609811324?i=1000570667143

    ________________
    Timestamps


    0:55 - Intro to Jenni
    2:27 - Why did you write this book now?
    6:00 - B2B or B2C - Who will benefit from this book?
    8:44 - Why people often hate their brand trackers
    11:15 - Some metrics don’t need to be tracked
    15:14 - Brand rejection: why you don’t need to track all metrics all the time
    20:00 - Loyalty, where’s the evidence?
    23:22 - Does it really cost 5x more to make a customer than keep one?
    25:47 - Why the Laws of Marketing are important to your brand health tracking
    29:03 - Do the laws apply to B2B and B2C?
    30:16 - Why your brand’s user profiles should match the category
    33:41 - The trouble with differentiation
    36:08 - The laws of marketing in subscription v. repertoire markets
    38:55 - Is the AIDA Funnel really valuable?
    42:50 - What and when is brand awareness useful?
    48:32 - Brand tracker tip #1: Design for the category
    49:43 - Brand tracker tip #2: Analyze for the buyer
    50:44 - Brand tracker tip #1: Report for the brand
    52:51 - 3 metrics to reconsider: word of mouth, attitude, unprompted recall
    57:50 - Post-pod with V and Marc

    ____________
    Where to listen

    Apple Podcasts: https://podcasts.apple.com/us/podcast/sleeping-barber-podcast/id1609811324

    Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF

    Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYW


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    • 1 hr 19 min

Customer Reviews

5.0 out of 5
3 Ratings

3 Ratings

Andrea Belk Olson ,

Actionable insight, honest candor

One of the best marketing podcasts - not only for the amazing guests, perspectives, and ideas, but for the honesty and transparency which isn’t found anywhere else. A must to listen to - and share with colleagues.

wndyfrg ,

People who believe in max shareholder value believe storks deliver babies.

Top of my podcast list! A marketing podcast that informs and, with career-changing guests, takes you on a journey that reminds you why you went into marketing; inspiring and entertaining.

underwood3000 ,

Great stuff!

Loved it. As someone who appreciates, but doesn’t truly understand branding etc. this was really useful and insightful.

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