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

With decades of experience as a communications leader—most notably as General Manager, Americas at Reuters News—Saul specializes in helping cutting-edge technology companies craft compelling narratives that resonate with mainstream media, financial industries, and global audiences.

Angle 42 is a strategic communications consultancy specializing in helping exponential growth technology companies achieve their goals. With deep expertise in bridging the gap between the technology sector, mainstream media, and financial industries, Angle 42 provides tailored advice to craft compelling narratives, educate audiences, and build credibility. Whether it’s blockchain, AI, or other frontier technologies, Angle 42 empowers businesses to transform complex ideas into powerful stories that drive impact and growth.

In this episode:

• Educating the Market: Many blockchain and exponential growth tech companies face the unique challenge of being at the leading edge. Their products and services are often unlike anything seen before, requiring an educational component to their communication strategies to bridge understanding gaps.
• From Genius to Storytelling: While many technologists are bona fide geniuses in their fields, they may not excel at telling their stories. This is where strategic communication support becomes critical in translating complex ideas into compelling narratives.
• Building Bridges Between Worlds: Saul highlights the importance of connecting the tech sector with mainstream media and financial audiences, enabling innovation to be understood and embraced on a broader scale.
• Overcoming Communication Challenges: He shares actionable advice for tech companies navigating the ever-evolving media landscape, including how to stand out in a crowded space.
• Strengthening Media Relationships: Practical tips on how to foster trust and build lasting connections with journalists, helping to amplify brand visibility and credibility.

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.

Daniel has led strategy, editorial direction, account management, and content creation for several Fortune 500 companies in the tech and finance spaces. As a hugely experienced writer, editor, and journalist, Daniel's writing has appeared in Esquire, The New York Times, and New York Magazine, among others.

DER Strategies is a content consultancy that works with brands, creative agencies, corporate newsrooms, and C-level executives across a broad range of industries to help them craft messaging and stories that resonate with their audiences.

In this episode:

• The Journalism Foundation: Dan reflects on his time as a journalist covering New York City’s vibrant and complex landscape. He explains how the rigor of hard journalism laid the groundwork for developing high-quality branded content.
• Shifting to Marketing: We explore the challenges Dan faced transitioning from journalism to content marketing, including the evolving relationship between marketing and communications teams.
• Training for Content Strategy: Dan highlights lessons learned from his hard news days and how they informed his approach to branded content and thought leadership. He shares his work with Fannie Mae—explaining how thought leadership helped rebuild trust post-financial crisis.
• The Value of Content Audits: Dan discusses the importance of profiling target audiences and conducting thorough content audits. He shares how working closely with sales teams provides invaluable, unfiltered customer insights.
• Founding DER Strategies: We dive into what inspired Dan to establish his consultancy and get his thoughts on the evolving future of branded content.

Finally, shout-outs to:

Sarah Parada – Fanie Mae

Alex Jutkowitz – Founder of SJR

Matthew Van Dusen, Gabe Gold and Mitch Stoller – Literate AI

Steve Hirsch and Evan Leatherwood – Hirsch Leatherwood

Marketing academic and serial entrepreneur, Terence Tam is the founder and CEO of Radical Marketing, a specialist marketing agency that helps top-tier coaches and professional expert speakers scale their businesses through webinar, seminar, and lead-gen marketing.

Before moving to the corporate side of marketing, Terence was a lecturer, tutor, and researcher at Griffith University in Australia, where he specialized in internet marketing.

Based in Borneo, Terence shares his experience as a marketer, marketing academic, and business owner. In this episode, he discusses:

1. The Radical Approach to Marketing: Terence Tam shared the innovative strategies Radical Marketing uses to help coaches and speakers scale their businesses, including the unique "blitzvertising" methodology for testing and refining marketing campaigns.
2. Navigating Industry Challenges: Insights on overcoming heightened competition and audience skepticism in the coaching and seminar marketing space, with an emphasis on clear differentiation and credibility.
3. Pivoting During COVID: How Radical Marketing successfully transitioned from seminar-focused strategies to webinars during the pandemic, highlighting adaptability and long-term growth.
4. Personal Branding & Niche Marketing: Terence stressed the importance of distinctive personal branding and targeting niche audiences for greater impact and resonance in a crowded market.
5. Future Plans & Scaling Challenges: The agency's aspirations to explore new industries like dental marketing while maintaining its customized approach to the coaching sector, and the ongoing challenge of reducing reliance on founder-driven strategies.

In this episode of the Radical Global Marketing Podcast, Mike interviews Natalia Pamich, a global marketer with a wealth of experience from brands like Revlon, PepsiCo, and L’Oreal, who’s now embarking on an entrepreneurial journey with her own skincare line. Natalia shares insights from her international upbringing and career, covering the essentials of adapting to diverse markets, mastering sales to understand consumer behavior, and building brands that resonate globally. She also dives into the latest marketing trends, from influencer strategies to the transformative potential of AI, offering listeners fresh perspectives on what it takes to succeed in today’s fast-evolving landscape.

Key Insights from Natalia:

1. 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.
2. 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.
3. 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.
4. 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.
5. 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.
6. 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.
7. 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.

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

Klickrr is a cloud-based communications platform that provides an easy-to-use, ‘done for you’ service, helping businesses send compliant text messages that cut through the clutter and connect with their customers. It is designed to help startups and mid-sized businesses enhance their revenue, make it predictable, and scale efficiently.

Bianca, who now holds the role of CEO, is a hugely experienced marketer with a rich professional background, including 15 years of global marketing experience in various sectors including pharmaceutical, consumer healthcare, and FMCG.

Prashant, who now acts as Klickrr’s CTO, designed and built the Klickrr platform from the ground up, serving over 100 businesses, government agencies, non-profits, and SMEs, sending millions of SMS messages since its inception.

In this episode:

• Bianca and Prashant share their professional and entrepreneurial journey as co-founders of Klickrr.
• They discuss the key role that SMS can still play in the successful marketing and communications strategy of businesses of all sizes.
• They offer tips on how a business can set themselves up for success in advance of launching their own SMS marketing channel.
• Both talk about the own challenges behind the brand development and marketing of the Kilckrr business itself and their plans for future growth as business leaders.

Elad Hefetz is the CEO at Airfleet. Elad loves everything tech and marketing. With more than 10 years researching technologies and innovation and 7 years in marketing, he leverages tech to support marketing, and uses marketing to explain the tech.

Airfleet focuses on creating and optimizing websites for tech B2B with a buyer journey that makes sense and generates revenue.

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.

Dave Beveridge is Project Director for Chaos, a provider of 3D and rendering solutions for architects, engineers, visual artists and media/entertainment companies. For his role, Dave is responsible for new commercial initiatives, largely centered on GTM.

Prior to joining Chaos, Dave was the Director of Global Strategic Marketing at Deutsche Börse subsidiary SimCorp A/S, a provider of IT solutions to large investment management institutions worldwide. With teams in the UK, US and Asia, Dave’s mandate was to leverage data and insight to target the right personas with resonant messaging through their preferred channels. Dave’s teams describe him as a caring, driven leader with a passion for data-driven B2B Marketing and whose favourite question is “how will this help us win more deals?”.

A native of Canada based in Copenhagen, Denmark, Dave’s career and leadership journeys have gone through companies such as Microsoft, SimCorp and Lyreco. Dave has presented/delivered workshops in over 20 countries/four continents and hopes to add more to the list.

In this episode:

Dave emphasizes the importance of adapting marketing strategies to meet the evolving demands of the industry and highlights his strategic shift from product-focused to client-centric approaches throughout his career.

Dave delves into the nuances of creating effective marketing strategies in a B2B environment. He advocates for a thought leadership approach that positions a company as both knowledgeable and influential within its sector. This method not only attracts clients but also retains them by continuously providing valuable insights and solutions that address their specific needs. Dave’s experience underscores the necessity of leveraging data and insights to fine-tune marketing efforts, ensuring they are both effective and resonant with the target audience.

Throughout the podcast, Dave also reflects on the challenges and adjustments required when navigating corporate changes, such as mergers and acquisitions. He shares personal anecdotes and professional experiences that illustrate the critical nature of adaptability in leadership roles within the marketing sphere. His global perspective, enriched by working in various countries, provides him with a unique viewpoint on how to effectively manage and implement marketing strategies across different cultural and organizational landscapes.

Business and Marketing Pointers

• Emphasizing Client-centric Marketing: Transitioning from a focus on products to addressing client needs and industry insights.
• Thought Leadership: Positioning the company as knowledgeable and insightful within the industry to attract and retain clients.
• Importance of Industry Specific Marketing: Tailoring marketing strategies to cater to specific industries for more effective messaging.
• Leveraging Data and Insights: Using data to understand market dynamics and consumer behavior to guide marketing efforts.
• Adaptability in Roles: Demonstrating flexibility and resilience by adapting to various significant roles within organizations.
• Global Perspective: Gained from working in multiple countries and understanding diverse market dynamics.
• Navigating Corporate Changes: Adapting to organizational shifts, especially after mergers or acquisitions.

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

She is the Director of Global Marketing at Prove, where she oversees demand generation strategies and marketing operations.

In this episode:

Kelley discusses her career and touches on many facets of B2B marketing. Some takeaways:

• Demand Generation Evolution: Marketing professionals should recognize the evolving nature of demand generation, which now encompasses not just lead acquisition but also pipeline acceleration and customer upselling.
• Importance of ABM and Field Marketing: Account-Based Marketing (ABM) and field marketing are crucial for targeting and engaging specific customer segments effectively, especially in competitive markets.
• Brand Building alongside Demand Capture: Successful marketing strategies balance brand building with demand capture to enhance brand recognition and credibility, leading to better engagement and conversion rates.
• Customer Journey Integration: Marketing efforts should integrate seamlessly across the customer journey, from lead acquisition to customer retention, emphasizing cross-selling and upselling.
• Utilizing Digital Tools for Personalization: Adoption of digital tools that enable personalized customer interactions and streamline processes (e.g., Geo Targeting) is essential for modern marketing strategies.
• Leveraging AI and Technology: Incorporating AI and advanced technologies into marketing strategies can help understand consumer behavior, predict market trends, and personalize customer interactions, keeping companies competitive.
• Strategic Customer Engagement: During the COVID-19 pandemic, innovative virtual events and targeted engagement strategies proved effective in connecting with key decision-makers, highlighting the importance of adaptability in marketing tactics.