Today's marketing mantra: doing more with less

Unicorny

English - November 07, 2023 04:00 - 39 minutes - 54.7 MB
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Previous Episode: 26. "It’s a language model, stupid". How marketing should and shouldn’t use AI.

Next Episode: 28. Secrets to building trust; how two banks went bust

In this episode, Dom is joined by IBM’s senior brand strategist, Scott Stockwell, to tackle what Marketing Week’s Editor-in-Chief, Russell Parsons, calls ‘today’s necessary mantra’: “doing more with less”.

That's a meaningful mantra to marketers and we're seeing it everywhere right now. It’s the imperative coming down from on high, just like it was in 2011/2012 after the last big downturn.

But creating more value, increasing pace, being more responsive, all while consuming fewer resources? That's no mean feat.

In this episode. Scott talks about people and process while explaining how an agile approach to marketing can increase effectiveness and consume fewer resources. That should be music to your ears.

About

With 25+ years in B2B, Scott has a wealth of marketing and sales experience to share. He's a pragmatic communicator, constant learner and is fascinated by the ways people work together and get work done.

Scott is an experienced Design Thinking workshop leader, Agile Marketing coach and certified LEGO Serious play facilitator. He's an ardent supporter of the B2B industry and Fellow of the IDM. he chairs the DMA’s B2B Council and he's a Strategy and Leadership advocate in B2B Marketing's Propolis community.

Scott has been the hanging judge on many an industry jury and knows how to interrogate strategy, creativity and results. Always eager to try out the latest tech, technique or tool, Scott recently appeared in Harvard’s ‘Top 20 Most Innovative Tech B2B Marketers’ list as a ‘disruptor’.

Links

Full show notes: Unicorny.co.uk

LinkedIn: Scott Stockwell| Dom Hawes

Websites: IBM| Selbey Anderson

Timestamped summary of this episode

00:00:03 - Introduction to the Podcast and Guest

00:01:09 - The Challenge of Doing More with Less

00:03:31 - Scott's Experience with Agile Marketing

00:04:39 - Introduction to Design Thinking

00:06:45 - Importance of Feedback and Self-Organized Teams

00:13:29 - The Importance of Agile Marketing

00:14:38 - Agile Methodology Exercise

00:17:17 - Agile Marketing in the Context of Economic Challenges

00:18:26 - Customer Focus in Agile Marketing

00:19:48 - Learning Agile Marketing

00:27:32 - Introduction to MoSCoW Framework

00:28:11 - Importance of Must Do

00:29:25 - Saying No in Agile

00:31:06 - Stand-ups in Agile

00:32:06 - Importance of Retrospectives

00:33:49 – How Agile Can Help With Our New Way of Working

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