This Much I Learned

Marketing That Matters: Season 2

Marketing Week Meets the CX50

Inside B2B: Season 2

In the latest episode of Marketing Week’s podcast series, Just Eat UK marketing director Matt Bushby explains how the food delivery giant used a combination of gut feel and data to navigate the challenges of Covid-19, as orders surged and the brand’s Euro 2020 sponsorship was put on ice.

This Much I Learned: Just Eat’s Matt Bushby on going with your gut

In the latest episode of Marketing Week’s podcast series, Eve Sleep’s Cheryl Calverley discusses her year as CEO, what skills marketers need if they want to reach the top role and why building a culture of forgiveness is essential.

This Much I Learned: Eve's Cheryl Calverley on her year as CEO

In the latest episode of Marketing Week’s podcast series, Spotify UK marketing director Olga Puzanova discusses how the platform plugged into lockdown culture and used its brand of data-driven storytelling to dial up the audio experience.

This Much I Learned: Spotify's Olga Puzanova on forging cultural connections

In the second season of Marketing That Matters, sponsored by Google, Marketing Week editor-in-chief Russell Parsons speaks to the agents of remarkable brand transformations, delving into the highs and lows, the long-term lessons, and what comes next. In our first episode, TalkTalk’s commercial sales director Becki Smith relates how the brand moved quickly to digitise its customer journey amidst the coronavirus lockdown, and how it kept up with rapidly changing customer needs and a surge in demand for communications infrastructure, including:

- How TalkTalk’s team worked in sprints to tackle problems and accelerate the design process
- How the company translated a call-driven sales journey to digital touchpoints and addressed the challenge of communicating complex product offerings
- What being ‘customer first’ looks like in the midst of a crisis, and where TalkTalk’s digital transformation is headed next

Marketing That Matters: How TalkTalk rapidly digitised its customer journey to meet booming demand

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to two key figures behind the growth of Samsung’s direct to consumer proposition: Mike Durey, head of digital, CRM and data at Samsung, and John Melton, business director at Samsung’s long-time agency partner Performics. In a wide-ranging discussion, they cover:

- How Samsung replicates the benefits of bricks-and-mortar retail online
- Samsung’s evolving approach to Search, which has led to paid Search accounting for one in three sales on Samsung.com
- The secrets of an adaptive and successful brand-agency partnership

Marketing That Matters: How Samsung built up its direct-to-consumer business during Covid-19

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with the CMO of Farfetch, Gareth Jones, as well as senior director of customer acquisition Adam Cartlidge, to learn how Farfetch has maintained its early-mover advantage in the competitive category of luxury ecommerce during the pandemic. Listen now to learn: 

- How Farfetch combines expertise in luxury fashion with cutting-edge technology
- Why the business is focusing on both long-term brand-building and short-term performance
- How search data has allowed Farfetch to keep ahead of rapidly-evolving consumer trends in luxury.

Marketing That Matters: How Farfetch maintained its early-mover advantage in luxury ecommerce

In the latest episode of Marketing Week’s podcast series, Giffgaff CEO Ash Schofield reflects on the “culture defining moment” of lockdown and the mobile network’s decision to offer employees full autonomy over their working lives.

This Much I Learned: Giffgaff’s Ash Schofield on embracing fully flexible working

We begin season 2 of Inside B2B, sponsored by Omobono, by asking leading marketers from Ricoh and Marqeta how they have established ecommerce models that deliver the right experience for the customer while maintaining the trust of sales colleagues and the rest of the business.

Inside B2B: How B2B brands can succeed in ecommerce

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons learns the story of Ancestry and how it is evolving its position in the competitive genealogy market, using search marketing to target new audiences and entice consumers to “bring their backstory to life”.

Guilhem Duprat, international media director at Ancestry, and Joanna Gajewska, performance marketing lead, lay out how the brand has connected with a growing contingent of budding historians during the Covid-19 pandemic, how it uses techniques like automation and the ‘long tail’ to capitalise on search opportunity, and how they predict that the role of search in marketing will evolve over the long term.

Marketing That Matters: How Ancestry is using automation and ‘long tail’ Search to grow a category

The Covid-19 pandemic resulted in an explosion of interest in investing as consumers looked for stimulating activities to carry out in their free time and ways to have more of a say in their economic fortunes – against a backdrop of financial market volatility and unexpected developments in stocks and shares.

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to Heidrun Luyt, chief marketing officer at IG Group, and Michael Logue, global head of advertising, about how the investment platform has capitalised on this surge in interest, covering:

- How search data allowed IG Group to understand and cater to consumers’ changing interests
- How the brand helps newcomers to investment get to grips with a complex market
- What IG Group believes the next few years hold for the investment space and how it plans to stay competitive.

Marketing That Matters: How a surge in investment interest helped IG Group engage new audiences

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to Tom Goode, customer and ecommerce director, and Phil Twigg, head of customer acquisition, at MandM Direct, “one of the biggest brands many have never heard of”.

Russell learns about how MandM made the transition from being marketing-oriented to being focused on the customer, and how it is using first-party data to improve customer communications, personalise the online experience, and keep customers coming back and spending with the brand – as well as how it intends to maintain its competitive advantage in the discount fashion space.

Marketing That Matters: How MandM Direct is using data to improve customer retention

In this podcast, Abi Comber discusses the challenge of becoming Debenhams CMO at the onset of the pandemic, the power of structured planning and why her current role as CMO at Covid-19 screening service Cignpost Diagnostics is a marketer’s “dream job”.

This Much I Learned: Former Debenhams CMO Abi Comber on thriving in a crisis

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons sits down with Ethan Radtke, head of marketing, and Louise Saul, online marketing analyst at Uswitch, to learn how the brand stays ahead of the competition in the “cut-throat” comparison space. 

Radtke and Saul dive into Uswitch’s paid search automation journey, explaining how the brand’s transition from an in-house tool to Google Smart Bidding brought about conversion increases of up to 70% in some verticals, as well as freeing up more time and resources for broader innovation. Hear how Uswitch’s focus on “facts over opinion” allowed the company to find the most fruitful way forward, as well as how Uswitch is evolving from a channel-focused to a customer-focused approach to marketing.

Marketing That Matters: How automation helps Uswitch succeed amid 'cut-throat' competition

In the latest episode of Marketing Week’s podcast series, the NFL’s commercial director Michelle Webb discusses the continued popularity of American football in the UK and the rise of athlete activism on both sides of the Atlantic.

This Much I Learned: The NFL’s commercial boss on the rise of athlete activism

As one of the 10 Organisational Leaders in the CX50 list, First Direct CEO Chris Pitt discusses the role of the C-suite in delivering CX and customer-centric culture, as well as the functions that senior executives look to for strategic CX leadership.

Marketing Week Meets the CX50: Chris Pitt, CEO, First Direct

One of the 10 Technologists named in the 2021 CX50 list of the UK's top customer experience professionals, BHF's chief technology officer Ursula Dolton explains how technology enables brands to deliver empathetic customer experiences, including by elevating the employee experience.

Marketing Week Meets the CX50: Ursula Dolton, CTO, British Heart Foundation

In the latest episode of Marketing Week’s podcast series, the Marketing Week Masters Team of the Year Forest Holidays discuss the value of specialisms, grassroots talent and going all in to achieve their transformation agenda.

This Much I Learned: Forest Holidays on crafting a 'naturally driven' team

Marketing Week editor Russell Parsons asks leading B2B marketers to discuss how and why experience-focused B2B brands beat the competition.

Inside B2B: The art of experience in B2B

In this special episode of Marketing That Matters, sponsored by Google, Russell Parsons looks back at the key highlights from the case studies featured in the podcast in 2021: from TalkTalk’s rapid digitisation of its sales journey to Ancestry and IG Group capitalising on new-found consumer demand, to how Samsung and Uswitch are meeting customers where they are with the right message deployed at the right moment. 

Plus, some sage advice from Google’s senior industry managers on how to champion a digital transformation agenda within your organisation.

Marketing That Matters: The highlights of 2021

In this episode of Marketing That Matters, sponsored by Google, Russell Parsons talks to three marketers who are tackling the challenge of measuring marketing effectiveness: Which? head of marketing Simon Crane; and Jo Lyall and Andy Goodwin, UK CEO and head of search respectively at the consumer protection brand's digital agency, Brainlabs.

They delve into the challenges that Which? and Brainlabs have faced in measuring marketing outcomes and driving sustainable business growth, in order to further the brand's consumer-championing agenda, including:

- How organisations can benchmark performance in the midst of a highly unusual period
- How the language used to frame measurement can help organisations align internally around objectives
- Why linking marketing activity to business growth poses a perennial challenge for marketers.

Marketing That Matters: How Which? and Brainlabs link marketing to sustainable business growth

The pandemic-driven acceleration of B2B marketing transformation has undoubtedly raised expectations for digital engagement. In this podcast, sponsored by Omobono, Russell Parsons speaks to B2B marketing leaders examine what the B2B buyer journey looks like now and where it could go in 2022 and beyond.

Inside B2B: Transforming the B2B buyer journey

In the latest episode of Marketing Week’s podcast series, Ikea and long-term creative partner Mother London discuss why ambition, honesty and accountability frees them from a fear of the obvious.

This Much I Learned: Ikea's Kemi Anthony on avoiding the obvious

As one of the CX50's 10 Disruptors, Cazoo's CCO explains why the online car retailer puts customer satisfaction above all else, and why customer-focused brands can't get distracted by generating short-term sales.

Marketing Week Meets the CX50: Darren Bentley, CCO, Cazoo

In the latest episode of Marketing Week’s podcast series, Zoopla CMO Gary Bramall and Weetabix head of marketing Gareth Turner discuss marketing’s renewed strategic role, the appetite for data talent and accelerating upheaval industry-wide.

This Much I Learned: Weetabix and Zoopla on the state of marketing careers

In the latest episode of Marketing Week’s podcast series, What3Words CMO Giles Rhys Jones discusses the importance of global nuance, building a team from scratch and his mission to help the brand secure its place in popular culture.

This Much I Learned: What3Words on breaking into popular culture

In the latest episode of Marketing Week's This Much I Learned podcast, we speak to two Procter & Gamble marketers at different stages of their career who have both benefitted from a culture of continual learning and the constant exchange of ideas.

This Much I've Learned: P&G on career development

In the five years of the CX50 list, customer expectations have grown and evolved. As the top marketer at the quintessential challenger brand of UK mobile networks, Giffgaff's Sophie Wheater discusses the biggest and most important shifts she has seen. In partnership with Zone and Cognizant Digital Experience.

Marketing Week Meets the CX50: Sophie Wheater, CMO, Giffgaff

In the latest episode of Marketing Week’s podcast series, former Nike CMO Greg Hoffman discusses the origins of 2018’s ‘Dream Crazy’, the secrets of brand identity excellence and why restrictions can be joyful.

This Much I Learned: Nike's Greg Hoffman on creative leadership

In the fourth episode of Marketing Week’s This Much I Learned podcast series, former London Sport marketing director Mieke Evans and former head of creative and design at Virgin Atlantic, Michael Stephens, discuss how to nurture your mental health in the age of Covid-19.

This Much I Learned - Mieke Evans and Michael Stephens on mental health amid Covid-19

In the fifth episode of Marketing Week’s This Much I Learned podcast series, Emma Harris talks about the disruption in her career and how others could learn from what she has learned to access confidence, focus on positive thinking and creating outcomes for the year ahead.

Emma Harris is a marketer, agency head, coach and an advocate for the power people have to make positive changes in their career.

This Much I Learned - Emma Harris on how to access career confidence

In the latest episode of Marketing Week’s podcast series, founder of lingerie and hosiery brand Nubian Skin, Ade Hassan MBE, discusses how she is using marketing to shake up the fashion industry with an inclusive message embracing a range of ages, body types and skin tones.

This Much I Learned - Ade Hassan on striving for authentic leadership

In the new episode of This Much I Learned we speak to former Wagamama CMO Ross Farquhar about being made redundant as the UK went into lockdown the first time, his job hunt and his new role at mochi ice cream maker Little Moons

This Much I Learned  - Ross Farquhar on job hunting amid Covid

In the latest episode of Marketing Week’s podcast series, Patagonia European marketing director, Alex Weller, discusses how businesses can live up to their purpose, what a Joe Biden administration means for the global climate crisis and why the apparel brand has no intention of fuelling a ‘superficial desire’ for its products.

This Much I Learned - Patagonia's Alex Weller on the power of purpose

In the latest episode of Marketing Week’s podcast series, UK head of marketing at Pret A Manger, Becci Dive, discusses the “once in a lifetime” challenge of Covid-19, digitising the brand and taking an idea from WhatsApp to store in a matter of days.

This Much I Learned - Pret’s Becci Dive on ripping up the rulebook

In the latest episode of Marketing Week’s podcast series, former Leon marketing boss and sustainability and values director, Kirsty Saddler, discusses her experience feeding the frontline during the first lockdown, her shift to the startup world and explains why the pandemic has been a "wake-up call" for business.

This Much I Learned - Ex-Leon marketing boss Kirsty Saddler on why values matter

Marketing Week is one of the UK’s most respected business titles and a trusted and authoritative voice on the marketing industry. Listen to our award-winning editorial team discuss key topics with leading industry voices. From exploring what's next in career development and leadership, to the future of B2B, Marketing Week takes listeners behind the scenes of the world's most effective marketing. 

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