The Radical Global Marketing Podcast

Katie Smith is the founder and CEO of Wild Path Consulting and a fractional CMO.

In the latest episode of The Radical Global Marketing Podcast, we sit down with Saul Hudson, Co-founder and Managing Partner of Angle 42.

Daniel Edward Rosen is the founder of DER Strategies, an exciting new content marketing consultancy launched earlier this year. Prior to founding DER Strategies, Daniel spent 9 years as Editorial Director for SJR, a leading content consultancy and part of WPP.

Marketing academic and serial entrepreneur, Terence Tam is the founder and CEO of Radical Marketing.

In this episode... Key Insights from Natalia: Embrace Cultural Awareness Natalia’s global upbringing taught her to connect with diverse people and perspectives—a crucial skill for any marketer today! Her advice? Embrace cultural nuances to resonate more deeply with your audience. Start in Sales for Real-World Insight Before diving into marketing, Natalia got firsthand experience in retail sales, learning what truly drives customers’ decisions. For aspiring marketers, she suggests this as an invaluable way to understand buyer behavior. Foundation First, Adapt Second Switching from beauty to food and beverages? For Natalia, it was all about adapting core marketing principles to each new category. The fundamentals of marketing don’t change, so focus on mastering them before fine-tuning to specific markets. Innovate as an Indie Natalia is now launching her own skincare brand, bringing an indie, challenger mentality to a competitive field. She highlights the importance of rethinking traditional approaches and crafting a brand that feels authentic and disruptive. Digital Dominance and DTC With digital at the heart of her strategy, Natalia will launch her skincare line direct-to-consumer. DTC gives brands full control over messaging, pricing, and customer experience—a must for any emerging brand. Influencers & AI: Marketing Trends to Watch Influencers remain essential, but Natalia notes the rise of micro- and nano-influencers, making brand alignment more precise. She also predicts AI and VR will shape marketing, though regulatory and ethical questions abound. Conquer Fear in Entrepreneurship Shifting from corporate to entrepreneurship, Natalia shared the importance of pushing past fear. Acknowledging doubt is normal, but letting go of fear opens doors to fresh ideas and rewarding challenges. Resources mentioned in this episode: Natalia on LinkedIn Upcoming brand sign-up Brand igo Chin a Sponsor for this episode... This episode is brought to you by Brandigo China . We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. At Brandigo China , we work with multinational clients to support their marketing and business growth efforts in China. We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. Go to Brandigo China to learn more and contact us with questions at hellochina@brandigo.com .

Bianca Blake and Prashant Mahajan are the co-founders of Klickrr.

In this episode... Elad discusses modern B2B marketing strategies, focusing on identifying customer personas, personalizing customer journeys, and utilizing technology to optimize marketing efforts. He outlines various methods for identifying customer personas based on website interactions. Expensive techniques involve analyzing enriched data to determine who is visiting a site, while more cost-effective strategies use simpler methods such as tracking user interactions with specific pages related to their department. This allows marketers to target users based on their behavior and presumed departmental affiliation. The discussion further delves into the non-linear nature of the buyer's journey, challenging the traditional funnel model. Elad emphasizes the importance of understanding the customer's stage in the buying process, using analytics to track and target based on multiple visits and interactions, rather than a straightforward path. The conversation also touches on the evolving nature of content delivery, with a strong stance against gating content behind forms. The speaker advocates for making information freely available on websites to educate and engage potential customers without barriers. This approach is aligned with the changing preferences of B2B buyers who increasingly seek to educate themselves before making purchasing decisions. The emphasis is on providing value through accessible, high-quality content rather than traditional lead capture methods. Key business tips highlighted in the discussion include: Utilizing customer behavior data to personalize the marketing approach and optimize customer journeys. Emphasizing the importance of understanding and adapting to the non-linear buyer's journey. Advocating for open access to informational content to facilitate customer education and engagement. Leveraging technology to identify and target specific customer personas effectively. Moving away from outdated content delivery methods like PDFs and gated content to enhance customer experience and accessibility. Resources mentioned in this episode: Elad on LinkedIn Airfleet Website Brand igo Chin a Sponsor for this episode... This episode is brought to you by Brandigo China . We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. At Brandigo China , we work with multinational clients to support their marketing and business growth efforts in China. We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. Go to Brandigo China to learn more and contact us with questions at hellochina@brandigo.com .

Dave Beveridge is Project Director for Chaos, a provider of 3D and rendering solutions for architects, engineers, visual artists and media/entertainment companies.

Kelley Valone is a seasoned marketing professional with extensive experience in demand generation, SaaS, and various marketing strategies.

Nandini is an intrapreneurial marketer and a collaborative leader with over a decade of experience in marketing Fortune-500 brands within consumer goods, retail and e-commerce.

Dave Koerner is an award-winning marketing leader with a background in international business development and building revenue-based marketing teams.

In this episode... Andy chats about his background in retail and sales and the corporate grounding he developed during his early career. His introduction to marketing and advertising sales came from the 12 years he spent at Yellow Pages, the majority of which was working face-to-face with businesses of all sizes. He talks about maintaining a passion for business challenges, a belief in robust business planning and developing marketing strategies and tactics that are directly aligned with the business plan. We discuss leadership in an agency environment and how Andy interprets his role as CEO. We also look at the career progression of his team and the importance of providing opportunities for growth and leadership. Andy highlights the importance of achieving a balance between brand, technology, and customer experience, and how this has influenced how StrategiQ positions itself as a business. Resources mentioned in this episode: Andy Smith on LinkedIn StrategiQ website StrategiQ on LinkedIn Brand igo Chin a Steven Proud on LinkedIn AMIN Worldwide online AMIN Worldwide on LinkedIn Sponsor for this episode... This episode is brought to you by Brandigo China . We are an independent marketing and communications agency based in Shanghai, China with 20 years of on-the-ground experience in China. At Brandigo China , we work with multinational clients to support their marketing and business growth efforts in China. We are experts in insight strategy, content marketing, marketing-led business growth campaigns and all things China-based marketing. Go to www.brandigochina.com to learn more and contact us with questions at hellochina@brandigo.com .

Marketing podcast with B2B marketing leader Sean O'Brien

Cheryl Caudill is the Vice President of Global Marketing Communications for Greif, a leading supplier of industrial packaging products.

Adam Clark is the Director of Integrated Marketing, Asia for Hasbro, one of the largest toy and game manufacturers in the world.

Sylvia Zanetti is the Managing Director and Lead Strategist for Stratitude, a strategic integrated marketing agency headquartered in South Africa.

Susie Lee-Kilgariff is Group Head of Marketing for Stellarmann and William Alexander, both part of the Wellcombe Group.

Kay is a hugely experienced, dynamic, and innovative international business leader, working in a fascinating sector, and is currently spearheading an exciting period of marketing strategy development and positioning.

Bessie Lee & Peter Bomer are the authors of the recently published China Inside Out, China's Innovators In Their Own Words.

Ciaran Connolly is the founder of Profile Tree, an award-winning digital agency based in Northern Ireland that helps its clients identify and implement effective online strategies.

Matt Field is the Chief Marketing Officer for Aventum Group. Matt has had a fascinating journey from sales to marketing professional and business leadership.

James Killoran is the Head of Strategy at The Mission Control, an international, award-winning creative agency that is producing brilliant work for the global life science and healthcare sectors.

Dr. Tanweer Alam is Global Marketing Director for Kemin Nutrisurance. With a background in animal health, as well as time served in the Indian military, Tanweer has had a fascinating journey to become the talented and passionate marketing professional and leader that he is today, and he takes us through that journey in today’s episode. He also discusses how marketing strategy fits within his company’s broader business objectives.

Andy Yen is Global Partner Marketing Director for ServiceNow. In this episode, he talks about his journey from sales and business development to marketing and marketing leadership and how this has benefited his career, he talks about the challenges and opportunities of partner marketing and offers some excellent advice for those starting out in their marketing careers.

In the latest episode of The Radical Global Marketing Podcast, Steven speaks with Doris Gong, Head of Brand Marketing & Communication Asia for Volvo Construction Equipment. Doris takes us through her unique career journey, her enthusiasm for marketing technology and team development, as well as a deep dive into her company’s approach to marketing and communications.

In this episode, Steven speaks with Adam Selwyn, VP Creative and Strategy Director for M Booth. They talk about Adam’s background as a PR professional in the US, the challenges faced by international brands localizing for the US market, and how there is an opportunity for PR and comms professionals to lead the creative charge.

In this episode, Steven speaks with Thomas Catulli, CEO of SPS Marketing. They talk about Thomas's varied background in digital marketing, starting his career working client-side for Deutsche Telekom, and his journey as an international digital marketing leader and innovator.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Robert Heldt, founder, and CEO of Custom Media. They talk about Robert’s early career in international business and marketing and how that shaped him as a business and marketing leader today, as well as some of the unique challenges for global brands deploying successful marketing in Japan.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Malin Cunningham, founder, and Managing Director of Hattrick. They talk about Malin's journey as a successful marketer and agency leader, as well as Malin and her business' values and mission regarding sustainability messaging and its importance for the future.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Orit Oz, founder, and CEO of Oz Global B2B, to discuss how her experiences at the start of her career have shaped the vision and values of her business, the unique opportunities and challenges Israeli businesses face in the global corporate ecosystem, and some of the issues the marketing world needs to get to grips with to move forward.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Louise Morgan, Owner and Consultant of Technical Marketing & PR (TMPR), to discuss tips for driving businesses forward through technical marketing and PR. Louise shares her journey as a marketer building TMPR, the niches it works with, the challenges it faces, and customer success stories.

Listen to The Radical Global Marketing Podcast as Steven Proud sits down with Lacey Li, Head of Marketing APAC of Screening Eagle Technologies, to discuss tips for better marketing. Lacey talks about her journey and experience as a marketing professional, the challenges of being an international marketer, Screening Eagle Technologies and her role in the company, and marketing in the APAC region.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Joanna Hutchins, a Fractional CMO at JKH Consultancy, to discuss marketing tips to help you grow. Joanna shares her journey as a marketing professional, how to overcome the challenges of international marketing, her role as a fractional Chief Marketing Officer, and her book Chinafy.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Brad Olson, Vice President of Two Rivers Marketing, to discuss B2B marketing tips.

In today’s episode of The Radical Global Marketing Podcast, Steven Proud sits down with Jordan Audenaert, Managing Partner at BBC, to discuss his leadership role in marketing. Jordan shares his biggest influences in the industry, why he values diversity, and his outlook on the future of marketing.

In today's episode of The Radical Global Marketing Podcast, Chad Franzen of Rise25 sits down with Mike Golden, Founder and President of Brandigo China, to discuss B2B marketing in China. Mike talks about marketing in China and its evolution, tips for success in China, how the pandemic impacted the market, and how Brandigo is helping its clients.

In this episode… China is a very challenging market to penetrate as an international brand. James Butler recommends partnering with trusted online stores in China that specifically serve expat clientele and locals. This way, they act as an introduction bed for these brands. He shares his marketing journey and how they started a store that provides an international community in China. In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with James Butler, Head Of Marketing Communications at Epermarket, to discuss how they partner with international F&B brands in China. James talks about his career background in marketing, Epermarket’s business model, the challenges and opportunities it encounters working with international brands, and the future of global marketing communications in China.

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with David van Schaick, Chief Marketing Office of The Marketing Practice, to discuss how tech leaders can improve their B2B marketing. David shares his professional background in marketing, how The Marketing Practice helps its clients, the challenges and opportunities it faces working with international B2B marketers, and much more.

In today's episode of The Radical Global Marketing Podcast, Steven Proud sits down with Outi Armstrong, Vice President of Strategic Marketing and Development of Medicel, to discuss her journey as an international marketer. Outi talks about her background in international marketing, the transition from B2C to B2B marketing, her experience leading global teams, and the challenges that strategic marketing solves for Medicel.

In today's episode of The Radical Global Marketing Podcast, Steven sits down with Theodore O'Mahony, General Manager of KANVID, to discuss how they help companies succeed in the Chinese market through content creation.

In this episode, we chat with Kirsten Johnston, the founder, and CEO of JWDK, an innovative and trailblazing brand design firm specializing in cultural and place identity in China.

We spent time with Jason Holland, Founding Partner of STUDIO DOHO, a boutique architecture and design agency. Jason takes us through his journey from employee to start-up founder and beyond, and offers some of his key learnings for brands and marketers looking to boost their China growth.

We were delighted to be joined by Josh Gardner, CEO, and Co-Founder of Kung Fu Data and Commerce. Josh is hugely experienced in helping brands successfully grow their business in China, besides being an entertaining speaker!

In this episode of The CMO's Guide to China Marketing and this time Mike and Steven have put together a special agency-focused episode due to popular demand!

In this episode we review the latest China marketing news - also find out why Steven was locked in a storeroom with a BBC film crew for hours and how Mike inadvertently sparked a riot in Beijing.