Advertise on podcast: Managing Marketing

Becky Lawlor, founder of Redpoint Insights, joins Darren to discuss how B2B technology companies can use original research to build authority, earn buyer trust, and generate pipeline. With over 15 years of experience in B2B tech marketing, Becky shares how she has partnered with brands like JumpCloud, CallRail, and Neo4j to transform first-party data into highly effective credibility assets. Her research programmes have successfully doubled thought-leadership engagement, influenced nearly seven figures in opportunity ARR, and generated two to three times stronger lead performance. They explore why original research is becoming the number one trust signal in the B2B sector today. As AI and LLM-powered evaluation change how buyers research vendors, the conversation highlights how brands can stand out by providing credible insights and strong points of view rather than relying on generic AI-generated content. Becky explains why "good content" is no longer enough and how robust research gives buyers the hard proof they need to circulate internally among complex buying committees. Finally, Becky unpacks her framework for turning survey data into authority-building stories. She outlines the four signals that actually build authority, details why most thought leadership fails to survive internal scrutiny, and reveals how content truly converts in the middle of the buying journey rather than at the final demo. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 Listen on Stitcher: https://www.stitcher.com/show/managing-marketing Listen on Podbean: https://managingmarketing.podbean.com/ For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

With more than two decades of experience managing some of the biggest brands at some of the world’s most high-profile agencies, Paul Roebuck, joins Darren to explore how people actually make decisions together inside organisations and across client-agency relationships. As he prepares to return to Asia Pacific, where he began his career, Paul is establishing an independent advisory practice focused on helping organisations turn AI into meaningful transformation and lasting competitive advantage. Paul shares his perspective on understanding the human elements of decision-making - who people trust, whose approval matters, and what makes them hesitate - and how these factors determine whether greater intelligence translates into better work. He draws on his extensive global experience with brands like Ford and Colgate-Palmolive to illustrate how shared ambitions are translated into action across functions and markets. The conversation delves into the intersection of human judgment and artificial intelligence. They discuss whether AI might make individual functions more effective while leaving the overall customer experience fragmented, and where human accountability must remain as machines take on more tasks. Finally, they examine the commercial realities of this evolution. Using media-budget allocation as a concrete example, Darren and Paul discuss how to ensure that scopes and performance measures reward better decisions and accumulated learning. They also tackle the critical industry question of how future talent will develop judgment and experience when AI automates the foundational tasks that traditionally built those skills. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 Listen on Stitcher: https://www.stitcher.com/show/managing-marketing Listen on Podbean: https://managingmarketing.podbean.com/ For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Arum Nixon, the Australian Chapter lead of Ad Net Zero, joins Darren to discuss the critical findings from their latest white paper, Triple Win for Marketers. As climate change evolves from a corporate social responsibility issue into a board-level commercial risk, mandatory reporting frameworks are bringing unprecedented scrutiny to organisations' Scope 3 value chain emissions. Arum highlights the often-overlooked environmental impact of advertising, revealing that marketing activities can account for more than 5% of an organisation’s upstream Scope 3 emissions - and significantly more in service-led sectors. The conversation delves into the common trap of relying on "spend-based" carbon estimates, which incorrectly treat cost as a proxy for carbon and leave marketers with no pathway to reduce their footprint other than cutting their budgets. Instead, Arum advocates for the adoption of granular, "activity-based" data. He explains how this approach delivers a triple benefit for marketers: it provides a clear pathway to reduce actual carbon emissions, it lowers the reported footprint through greater accuracy, and it refines campaign performance by cutting supply chain waste. In fact, research shows that lower-carbon media campaigns often drive better commercial results, including lower acquisition costs and higher click-through rates. The episode also covers practical steps for implementation, including how the Global Media Sustainability Framework (GMSF) offers a standardised method to calculate media emissions, and features real-world examples of brands successfully optimising their media buys for both the planet and their performance. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190 Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934 Listen on Stitcher: https://www.stitcher.com/show/managing-marketing Listen on Podbean: https://managingmarketing.podbean.com/ For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/ Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Christian Jacobsen, Founder and Managing Partner, and Damien Eley, Founder and Chief Creative Officer of agency The Many, join Darren to discuss why modern marketing needs an operating philosophy built around how culture actually works, rather than how agencies organise themselves. The traditional categories of creative, media, social, and experiential were built for legacy campaign models, but modern audiences experience brands as one fluid ecosystem. As artificial intelligence commoditises persuasion and accelerates execution, the real differentiator for brands is shifting toward human participation, community, and co-creation. The conversation explores why persuasion is becoming automated, how live and experiential activations provide proof of humanity in a synthetic world, and why the agency of the future must operate like a flywheel rather than a leaky funnel. They also discuss why exceptional creative judgment and taste matter more than ever when technology makes "average" dramatically easier to achieve.  Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Chelsea Beech, Founder of the Beech agency, joins Darren to discuss the strategic marketing challenges and growth opportunities facing Not-for-Profits and charities today. While cost-of-living pressures are frequently blamed for declining donations, Chelsea explains why most charities don't have an effort problem - they have a clarity problem. They explore how NFPs can define their "Zone of Unique Value" to stand out in a noisy, click-bait-driven digital landscape, navigate rising competition, and manage an aging supporter base.  The conversation also delves into the dangers of internal team silos, determining who the true hero of the narrative is (the charity, the beneficiaries, or the donors), and the four core questions every NFP marketing message must answer. A resilient, purpose-driven brand needs to be Clear, Compelling, Consistent, and Confident. For charity leaders, fundraisers, and marketers looking to break through the noise, align their teams, and build enduring donor engagement, this is an essential conversation to eavesdrop on. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Vanessa Liell. Partner at boutique corporate advisory, Orizontas, discusses why bridging this divide between marketing and corporate communications is a critical leadership issue. Historically, marketing and corporate affairs were separated for sensible reasons. Marketing focused on reach and commercial outcomes, while corporate affairs managed risk, reputation, and stakeholder relationships.  But today, with sustainability, regulation, politics, and brand all colliding in real-time, that separation is costing organisations real outcomes. In a world where campaigns can trigger regulatory scrutiny overnight and reputation is shaped at the speed marketing operates, the question isn’t why these functions don’t work together. It’s whether organisations, agencies, and leaders can still afford not to. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.   Vanessa Liell. Partner at boutique corporate advisory, Orizontas, discusses why bridging this divide between marketing and corporate communications is a critical leadership issue. Historically, marketing and corporate affairs were separated for sensible reasons. Marketing focused on reach and commercial outcomes, while corporate affairs managed risk, reputation, and stakeholder relationships.  But today, with sustainability, regulation, politics, and brand all colliding in real-time, that separation is costing organisations real outcomes. In a world where campaigns can trigger regulatory scrutiny overnight and reputation is shaped at the speed marketing operates, the question isn’t why these functions don’t work together. It’s whether organisations, agencies, and leaders can still afford not to. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Joe Carter, Strategic Agency Lead at brand tracking company Tracksuit, discusses how real-time brand tracking can revolutionize marketing strategies, improve agency-client collaboration, and drive long-term business growth.  We often discuss how the agency pitch process is, in many ways, where strategy goes to die. Too often, the process is reduced to a "beauty parade" or a race to the bottom on price, leaving little room for the deep, evidence-based strategic thinking that actually drives business growth.  But what if the pitch could be the place where strategy is actually born? By integrating real-time, longitudinal brand tracking into the process, we can move away from subjective debates and toward a shared understanding of market reality.  Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Ben Gunn, co-founder and Chief Revenue Officer of Fabulate, and Director of Client Partnerships, Eliza Lewis discuss the opportunities and challenges and the need to think beyond communications alone when considering creator marketing for your brand and business. While many brands still treat creator marketing as an experimental line item or a subset of social media, the reality is that the creator economy has outgrown the traditional organizational silos of brand, PR, and media. We are moving away from a campaign-by-campaign mindset toward a world where creator-led activity functions as critical business infrastructure—combining production, media, and distribution into a single, unified force.  However, as this discipline scales, so does the potential for "organizational chaos." Marketers often find themselves buried in fragmented workflows and vanity metrics, struggling to prove true business value while navigating the minefields of brand safety and governance.  Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Cat McGinn, industry commentator and the founder of Liminal and Co, joins Darren to discuss the structural problems with how the advertising industry is using artificial intelligence. While AI promises creative abundance and more originality, it is instead delivering creative convergence and more of the same. They explore why AI acts as a "stochastic parrot," predicting patterns based on past human content and biases, which ultimately regresses output toward the average rather than generating true ideas.  The conversation delves into the cognitive science behind this phenomenon, referencing Wharton's System Three model and the dangerous rise of "cognitive surrender," where high trust in AI leads creatives to adopt faulty outputs with minimal scrutiny. To combat this, they discuss how the best use of AI requires systems thinking, taste, and introducing deliberate productive friction instead of simply offloading the effort of thinking. Finally, they offer an optimistic reframing of creativity as a wild, divergent problem-solving practice. Instead of asking how to make campaigns slightly faster and cheaper, Cat urges the industry to ask what problems can now be solved that couldn't before. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Nick Hand is the commercially savvy CFO and senior finance consultant at Trinity P3. He brings a rigorous financial perspective to the marketing landscape, advising both marketers and agencies on how to move beyond traditional cost-recovery models toward more sustainable, value-based relationships. They explore the fundamental shift from cost-based to value-based remuneration systems, a transition accelerated by the rise of generative AI. The conversation delves into the "crisis of the hourly rate," the hidden financial risks of in-housing, and the necessity of differentiating between low-value commoditized tasks and high-value strategic work. They also examine how marketers can align their activities with business outcomes to transition from a "spending" mindset to an "investment" portfolio approach that satisfies C-suite scrutiny. For a sector where marketing is often the second-largest line item on a P&L, trailing only behind payroll, understanding how to articulate and measure commercial impact is critical. As AI decouples production time from output value, making the traditional "head-hour" model a race to the bottom, this is an essential conversation to eavesdrop on for anyone looking to future-proof their agency fee structures and marketing investments. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190  Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934  Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz  Listen on Stitcher: https://www.stitcher.com/show/managing-marketing  Listen on Podbean: https://managingmarketing.podbean.com/  For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/  Recorded live on Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Nick Jackson is the CEO and co-founder of Artist Partners, and collaborates with Andrew Mote, the Principal and Founder of Mote Advisors on analysing and advising superannuation funds on meeting their fiduciary responsibilities when it comes to their marketing investment. The explore the complexities of marketing within the Australian superannuation industry, focusing on regulatory scrutiny, measurement challenges, and strategic insights for marketers aiming to demonstrate member benefits and business outcomes. For a sector that manages more than $4.13 trillion in funds, making it one of the world's largest pension systems, and spending $482 million a year on marketing and sponsorship, this is an essential conversation to eavesdrop on. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

The Starcom Australia leadership team, CEO Matt Houltham, Chief Operating Officer, Louise Romeo, and Chief Client & Growth Officer Scott McCaffrey explore the evolving definition of a media agency partnership as AI continues to reshape the industry.  As the marketing landscape faces "twin evil forces" of increasing uncertainty and growing complexity, the conversation dives into how agencies must move beyond simple efficiency to drive true business effectiveness.  And they address the future of partnership, highlighting why being a proactive partner means knowing a client’s business inside out to solve complex commercial challenges rather than just selling media solutions. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190  Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934  Listen on Google: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5zb3VuZGNsb3VkLmNvbS91c2Vycy9zb3VuZGNsb3VkOnVzZXJzOjE2MTQ0MjA2NC9zb3VuZHMucnNz  Listen on Stitcher: https://www.stitcher.com/show/managing-marketing  Listen on Podbean: https://managingmarketing.podbean.com/  For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/  Recorded live on Zoom H4n and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Jarrod Allen, Associate Director, Strategic Media Solutions at .monks discusses the transformative impact of AI on marketing, particularly focusing on the shift from traditional SEO to generative engine optimization (GEO).  He explores how AI is changing consumer behavior, the importance of understanding audience language, and the challenges marketers face in measuring success in this new landscape.  The conversation also touches on the future of agentic commerce and the need for authenticity in AI-driven marketing strategies. This is a rapidly evolving field and this conversation represents and important touchpoint in the evolution in search for brand and marketing. Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Joel Kleber, CMO of Jim's Group, admits that he’s not a classically trained marketer. And thankfully is glad that he’s not. Otherwise he may never have achieved the commercial heights that he has if he was bogged down by process, frameworks and risk-averse thinking. Joel shares how he helped spearhead the explosive growth of Jim’s Group with their digital presence and franchise recruitment strategy. Which now achieves over a $1b annual turnover from over 5,700 franchisees across more than 50 divisions in Australia, NZ, Canada, and the UK.  From AI tools, failing, and harnessing real authenticity, to letting go and trusting the network to inspire people, Joel shares Jim’s Group’s unique recipe for success.  Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.

Amanda Connors, a seasoned marketer with a diverse career spanning retail, banking, and wellness. Amanda discusses the challenges and transformations in marketing, the importance of resilience, and the strategies she has employed to build successful brands.  From her early days at Myer to her impactful role at Priceline and beyond, Amanda shares insights on customer obsession, community building, and the evolution of marketing in a rapidly changing landscape. Amanda has not just embraced the challenges of these categories, businesses and marketing, she appears to relish them. From retail, to banking, to wellness and beauty, she has not just survived, she continues to thrive.   Listen on Apple: https://podcasts.apple.com/au/podcast/managing-marketing/id1018735190   Listen on Spotify: https://open.spotify.com/show/75mJ4Gt6MWzFWvmd3A64XW?si=a3b63c66ab6e4934   Listen on Stitcher: https://www.stitcher.com/show/managing-marketing   Listen on Podbean: https://managingmarketing.podbean.com/    For more episodes of TrinityP3’s Managing Marketing podcast, visit https://www.trinityp3.com/managing-marketing-podcasts/   Recorded on RiversideFM and edited, mixed and managed by JML Audio with thanks to Jared Lattouf.