Welcome to MarketMy.ai, the podcast for marketers who are shaping what comes next. Host Fiona Sherwood talks to smart, curious marketers from across sectors and seniority levels about how they got started, what they’ve learned, and where they think marketing is headed. From brand building and B2B growth to tech stacks and team leadership, every episode offers real-world insights for marketeers new and old.
Making the Move from B2C to B2C Marketing: Tips from a lifelong learner
Cherry Tian discusses her marketing journey, brand building, customer insights, and the balance between performance marketing and long-term brand strategy in an interview with Fiona Sherwood.
20 May 2025
Marketing in Complex B2B Sectors Including Professional Services and Real Estate
In this conversation, Christine Baltas shares her extensive journey in B2B marketing, highlighting her transition from graphic design to marketing within the real estate and professional services sectors. She discusses the importance of understanding different business models, the role of storytelling in marketing, and the unique challenges faced in complex sectors. Christine emphasizes the need for marketers to adapt to new media and stakeholder dynamics while maintaining a focus on commercial goals and relationship building.
Fiona Sherwood and Christine Baltas discuss innovative advertising techniques like augmented reality, the importance of sustainability and authenticity in marketing strategies, and the critical role of trust in building relationships with clients. They discuss the integration of technology in marketing, the essential tools for success, and the impact of AI on workflows and creativity. The conversation concludes with insights on future trends in marketing, emphasizing the need for authenticity amidst technological advancements.
Takeaways
Christine's journey into marketing began unexpectedly from graphic design.
Each role in her career has contributed to her marketing expertise.
B2B marketing requires a deep understanding of client relationships.
Storytelling is essential in making complex topics engaging.
Video content is becoming increasingly important in marketing strategies.
Marketers must understand the business model to drive effective strategies.
SEO is a long-term strategy, not a quick fix for leads.
The importance of adapting marketing strategies to different stakeholders.
Creativity in writing can make legal topics more engaging.
Advertising remains relevant and is evolving with new technologies. Augmented reality advertising is an exciting innovation.
Sustainability must be authentic to avoid greenwashing.
Building trust takes time and requires good listening.
Success metrics should include both hard and soft data.
Digital selling is crucial for modern marketing.
Quality of data is essential for effective marketing.
AI can enhance workflows but should not replace creativity.
Marketers need to stay curious and embrace new technologies.
Authenticity is key in a tech-driven marketing landscape.
Future marketing will balance technology with human connection.
7 May 2025
Balancing Growth and Brand Strategy
In this conversation, Leilah King-Gotlib shares her journey into marketing, emphasizing the importance of understanding consumer behavior and the role of data in driving marketing success. She discusses her career experiences, the significance of cross-functional collaboration, and offers valuable advice for aspiring marketers. Leilah also highlights the need for a balance between immediate growth and long-term brand building, stressing the importance of aligning marketing functions with business objectives. In this conversation, Fiona Sherwood and Leilah King-Gotlib discuss the evolving landscape of marketing, emphasizing the importance of unified messaging, quality metrics over vanity metrics, and the necessity of interdepartmental collaboration. They highlight the role of continuous education in marketing, the strategic setup of MarTech stacks, and the agility required to pivot marketing strategies in response to market changes. The discussion also delves into the impact of AI and synthetic data on marketing practices, and the increasing value of human skills in a technology-driven environment.
takeaways
Understanding consumer behavior is crucial in marketing.
Data should be at the heart of marketing strategies.
Cross-functional collaboration enhances marketing effectiveness.
Aspiring marketers should prioritize commercial understanding.
Qualifications in marketing provide a strong foundation.
Avoid specializing too early in your marketing career.
Reflect on your career to identify your value and strengths.
Building trust with stakeholders is essential for marketing success.
Marketing functions should be aligned with business goals.
Continuous learning and adaptation are key in the evolving marketing landscape. Unified messaging is crucial for team coherence.
Quality metrics should take precedence over vanity metrics.
Building relationships across departments enhances collaboration.
Continuous education is vital for marketers to stay relevant.
A fit-for-purpose MarTech stack is essential for growth.
Agility in marketing strategies is necessary for adapting to change.
AI tools are improving efficiency in marketing processes.
Synthetic data has the potential to democratize market research.
Human skills will remain important in a tech-driven marketing landscape.
Commerciality is key to demonstrating marketing impact.
16 Apr 2025
Building an Effective Marketing Team: A Blueprint for Brilliance
In this conversation, Fiona Sherwood and Michelle Boland discuss the journey into marketing, career growth, and the importance of building effective marketing teams. They explore the challenges and opportunities in the marketing field, emphasizing the need for training, risk-taking, and aligning marketing strategies with business goals. Michelle shares insights on team structure, performance metrics, and the significance of continuous learning and development in the marketing profession. In this conversation, Fiona and Michelle delve into the critical aspects of learning and development within teams, the transition from management to leadership, and the importance of hiring for both attitude and skills. They discuss the value of apprenticeships and the transformative role of AI in marketing, emphasizing the need for marketers to embrace technology while maintaining a focus on customer engagement. The conversation culminates in insights on building resilient marketing teams that balance individual and organizational needs.
Takeaways
• Michelle's entry into marketing was accidental, highlighting a common theme in the industry.
• The importance of gaining experience in big brands early in one's career.
• Training and continuous learning are crucial for new marketers.
• Building a marketing team requires understanding the company's strategy and needs.
• Generalists are essential in the early stages of team building.
• The ideal marketing team size is between seven and nine members.
• Performance metrics should align with business goals and revenue generation.
• Learning and development should be a priority for marketing teams.
• Balancing in-house and agency resources is key to success.
• Marketing is a collaborative effort that requires alignment across teams. Always include an L&D budget in your mainline budget.
• A lack of interest in learning is a red flag.
• Team dynamics can be influenced by personal challenges.
• Transitioning from manager to leader is a significant challenge.
• Hiring for attitude is as important as hiring for skills.
• Apprenticeships can bring fresh ideas and valuable skill sets.
• AI can enhance marketing processes and creativity.
• The future of marketing will focus on customer engagement.
• Marketing should not be reduced to just social media.
• Balance between team needs and business needs is crucial.
3 Apr 2025
Challenger Thinking: How to Market Smart, Without Big Budgets
In this conversation, Neema Shah shares her unique journey into the marketing field, transitioning from a law degree to a successful career in brand and performance marketing. She discusses the importance of being open-minded in marketing, the balance between brand and performance marketing, and the challenges of measuring effectiveness. Neema also highlights creative campaigns she has led, particularly in her role at Freeview, and emphasizes the significance of evolving brand identity while maintaining core values. In this conversation, Neema Shah discusses the intricacies of brand building, the importance of performance marketing, and the evolving role of AI in marketing. She emphasizes the need for brands to maintain their core values while adapting to new market demands. Neema also highlights the significance of partnerships and the ethical considerations surrounding AI usage in marketing. The discussion concludes with insights on the future of marketing, focusing on the balance between human creativity and AI efficiency.
Takeaways
Neema transitioned from law to marketing after realizing her passion for creativity.
Open-mindedness is crucial for career growth and effective marketing.
Brand marketing is often undervalued compared to performance marketing.
Effective measurement techniques are essential for both brand and performance marketing.
Challenger brands can leverage creativity despite budget constraints.
Strategic partnerships can enhance marketing efforts without significant spend.
Creative campaigns can be more effective when aligned with content.
Evolving brand identity requires careful consideration of core values.
Consumer insights are vital for successful marketing strategies.
Building trust with consumers is key for brand positioning. Refining Ideal Customer Profiles (ICPs) is crucial for brand strategy.
Building a brand from scratch requires comprehensive audience research.
Brand marketing can be intimidating for smaller businesses but is essential.
A balanced approach of brand and performance marketing is recommended.
Partnerships can enhance brand visibility and credibility.
AI tools can improve personalization in marketing efforts.
Ethical considerations around AI usage are becoming increasingly important.
The human touch in marketing will remain valuable despite AI advancements.
Smaller businesses can leverage AI for cost-effective marketing solutions.
Agility and adaptability are key skills for future marketers.
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