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The Marketing Architects

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Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

Nerd Alert: Growth Potential by Buyer Group

The Marketing Architects

  • 4 views
  • about 16 hours ago
  • 07:09

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore research challenging the common belief that focusing on heavy buyers is key to driving sales. They discuss how light buyers and non-buyers often hold the most untapped potential for brand growth.Topics covered:   [00:45] "Where is the Brand Growth Potential? An Examination of Buyer Groups"[01:00] Converting light buyers to regular customers[02:15] Breaking down growth potential across buyer groups[03:00] Why light buyers and non-buyers offer more growth opportunity[03:50] Challenging the "retention is cheaper than acquisition" mindset[04:45] Applying findings to real-world brand strategies  To learn more, visit marketingarchitects.com/podcast  Resources: Trinh, G.T., Dawes, J. & Sharp, B. Where is the brand growth potential? An examination of buyer groups. Mark Lett 35, 95–106 (2024). https://doi.org/10.1007/s11002-023-09682-7  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Marketing as a Science with Professor Byron Sharp

The Marketing Architects

  • 4 views
  • 3 days ago
  • 31:00

Is marketing truly intuitive, or should it be treated more like a science? Are American marketers falling behind their global counterparts? And why do so many marketers misinterpret the data they collect?This week, Elena, Angela, and Rob are joined by Byron Sharp, professor of marketing science and director of the Ehrenberg-Bass Institute. They explore evidence-based marketing, challenge common misconceptions, and discuss why many marketing practices aren't as effective as we think. Plus, learn why TV advertising remains a powerful tool for building mental availability and why it's a mistake to expect immediate sales results from brand-building efforts.Topics covered: [03:00] The problem with marketing effectiveness metrics[07:30] How Brands Grow and its impact on marketing[11:30] Why luxury brands follow the same rules as mass-market brands[16:00] The current state of marketing research[22:00] American marketing's reputation for insularity[25:30] The future of TV advertising and streaming[28:00] Mental vs physical availability in marketing To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: How Brands Grow by Byron Sharp: https://www.amazon.com/How-Brands-Grow-What-Marketers/dp/0195573560Get more research-backed marketing strategies by subscribing to The Marketing Architects Podcast on Apple Podcasts, Spotify, or wherever you listen to podcasts. 

Proof That Your Brand Matters

The Marketing Architects

  • 80 views
  • about 1 month ago
  • 26:47

Up to 50% of business value comes from brand. Plus, strong brands tend to outperform the stock market, justify higher prices, and drive customer loyalty. So why is brand building often seen as nothing more than an extra cost? In this episode, Elena, Angela, and Rob dig into the real value of brand. They explore how to measure brand's impact, creative best practices for building brand, and which channels are most effective for brand building. Plus, hosts test their knowledge with a quick quiz on the world's most valuable brands. Topics covered: [01:00] Kantar research on brand's impact on business value [02:00] Brand Finance's Global 500 report highlights  [08:30] Brief history of branding from ancient Egypt to today [12:00] How brand improves pricing power and reduces marketing costs [15:45] Brand's impact on perceived product quality [18:00] Creative best practices for building differentiated brands [19:25] Why TV and audio are so powerful for brand building [22:10] Methods for measuring brand value and impact  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources: Kantar Brand Valuation Article: https://www.kantar.com/inspiration/brands/brand-valuation-from-marketing-metric-to-boardroom-essential  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Media Mix Modeling is Back in Style

The Marketing Architects

  • 600 views
  • 8 months ago
  • 27:30

The biggest ad platforms are leaning into media mix modeling, even when that means giving other ad channels more credit than their own. Why? Well, MMM might just be making a comeback. This week, Elena, Angela, and Rob are joined by VP Strategy Dan Cleveland and Director of Analytics Jordan Rossler to talk about all things MMM. They’re digging into the pros and cons of the model, how new tools have made MMM more accessible than ever, and the importance of tying marketing investments back to business results. Topics covered: [02:00] Why Facebook, Google and Amazon are adopting MMM[04:30] What is media mix modeling (MMM)?[05:30] Why marketers aren’t satisfied with last-click attribution[10:00] How MMM provides a holistic view of performance[13:00] Meta’s Robyn vs Google’s Lightweight[16:30] Why MMM struggles to measure brand impacts[21:30] How AI will change MMMTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 Adexchanger Article: https://www.adexchanger.com/measurement/why-facebook-google-and-amazon-are-embracing-media-mix-modeling/Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

Revolutionizing B2B Marketing with Salesforce’s Colin Fleming

The Marketing Architects

  • 600 views
  • 8 months ago
  • 37:23

B2B marketing is behind. Research by BrandFinance shows the top 100 B2B brands have $1 trillion in untapped brand potential... It might just be time for a B2B marketing revolution.This week, Elena, Angela, and Rob are joined by Colin Fleming, EVP Global Marketing at Salesforce. Colin leads a team of more than 600 marketers building Salesforce’s brand and customer base. In this episode, he shares how Salesforce identified the need to lean into brand-building, how to balance brand and performance objectives, and why B2B marketers need to spend more time thinking about the humans on the other end of their work. Topics covered: [02:00] MarketingWeek on why B2B brands are behind[03:30] Colin’s experience as a F1 racecar driver[08:30] Brand marketing for Salesforce[11:15] Marketing effectiveness for B2B[14:30] Treating B2B like B2C marketing[21:00] Thinking about category entry points (CEPs)[24:00] How Salesforce’s forest characters came to life[33:00] Using TV’s broad reach for business growthTo learn more, visit marketingarchitects.com/podcast. Resources: 2023 BrandFinance Report: https://static.brandirectory.com/reports/brand-finance-global-b2b-brands-index-2023-full-report.pdf Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.