Episodes

  • S02 Ep07 - Unlocking Creativity For Everyone - Brooke and Stu take a deep dive into the pressures on marketing, how it can kill the buzz and how we can bring back mental space for creative thinking to re-ignite our passion for the job (2/3)

    S02 Ep07 - Unlocking Creativity For Everyone - Brooke and Stu take a deep dive into the pressures on marketing, how it can kill the buzz and how we can bring back mental space for creative thinking to re-ignite our passion for the job (2/3)
    Nov 21 2024
    Brooke and Stu are back! This time the duo are talking having fun at work, and why it's so important to hit the brakes and just stop sometimes. It can feel like you're constantly under pressure juggling plates, getting deliverables out and managing stakeholders with little time for contemplation or creativity. This is somewhat ironic in an industry (marketing) that is stereotypically populated by extra creatives full of wild ideas. So what's happened? And how do we rediscover the joy in our jobs and avoid the nightmare of enforced fun? Listen in to find out... Guest: Brooke Hill Brooke is the Founder and Director of Wonderthink, a team of Australia’s most talented content strategists and writers, helping brands unlock wonder in their brands, layer it with strategic thinking, and bring it to life through beautifully crafted stories. Brooke believe that the power of imagination can change the world, and she's on a mission to help everyone – kids, grown-ups and businesses – nourish their imaginations so they can build empathy, resilience and connection. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References The Implications of AI (2023) - https://youtu.be/zw4vNOCKPig https://theflowstate.io https://www.wonderthink.com.au/ https://askwonder.com/ https://clickup.com/ai https://education.nsw.gov.au/teaching-and-learning/education-for-a-changing-world/nsweduchat https://en.wikipedia.org/wiki/Law_of_the_instrument https://stephenking.com/index.html https://stephenking.com/works/novel/it.html https://stephenking.com/works/limited/cujo.html
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    22 mins
  • S02 Ep06 - Unlocking Creativity with AI Technology with Brooke Hill - Brooke and Stu revisit the subject of AI in copywriting, content and creative thinking 18 months on from their predictions in The Implications series in 2023.

    S02 Ep06 - Unlocking Creativity with AI Technology with Brooke Hill - Brooke and Stu revisit the subject of AI in copywriting, content and creative thinking 18 months on from their predictions in The Implications series in 2023.
    Nov 7 2024
    Brooke rejoins Stu 18 months on from their predictions in The Implications of AI series last year, to discuss how they are both using (and thinking about) AI technology. Thankfully the creative arts; specifically branding and copywriting, have survived the AI explosion. While adoption has been rapid, a lot of people and brands are still feeling their way through the what, how and why of AI for their specific use cases. Flow State and Wonderthink are both advocates of the technology. In this episode Brooke and Stu cover the headlines for creating a relevant AI strategy to support your marcomms, how the current array of tools can help you tap in more deeply to your uniquely human skills, and where the opportunities (and risks) are right now. Guest: Brooke Hill Brooke is the Founder and Director of Wonderthink, a team of Australia’s most talented content strategists and writers, helping brands unlock wonder in their brands, layer it with strategic thinking, and bring it to life through beautifully crafted stories. Brooke believe that the power of imagination can change the world, and she's on a mission to help everyone – kids, grown-ups and businesses – nourish their imaginations so they can build empathy, resilience and connection. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References The Implications of AI (2023) - https://youtu.be/zw4vNOCKPig https://theflowstate.io https://www.wonderthink.com.au/ https://askwonder.com/ https://clickup.com/ai https://education.nsw.gov.au/teaching-and-learning/education-for-a-changing-world/nsweduchat https://en.wikipedia.org/wiki/Law_of_the_instrument
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    22 mins
  • S02 Ep05 - Product Marketing for SaaS with Tino Ho (2/2) - Considering end-to-end growth helps build a much more robust and sustainable go to market strategy than simply focusing on acquisition

    S02 Ep05 - Product Marketing for SaaS with Tino Ho (2/2) - Considering end-to-end growth helps build a much more robust and sustainable go to market strategy than simply focusing on acquisition
    Oct 24 2024
    Stu is joined by ex-colleague / fellow B2B professional Tino Ho to discuss the current state of play in SaaS product marketing. In the second part of the conversation, Stu and Tino discuss how your mentality around growth can have significant implications across the business beyond just marketing or sales. Looking at things like Customer Lifetime Value (CLTV) and going beyond the classic marketing funnel help shift us to a more holistic way of thinking. At the early stages of a business, that can help to avoid creating future issues like the sales-marketing gap, and in more established bigger enterprises it can help build bridges between siloed functions or teams to improve collective results. Ultimately a focus on the brilliant basics (or fantastic foundations if you prefer) is a great way to make sure you are moving in the right direction and building a go to market strategy that remains aligned with your customers and products. Guest: Tino Ho Tino is a commercial leader with 19 years of experience in fast-growing SaaS challenger brands, bringing vertical expertise in financial and ESG technology for product-led and sales-led go-to-market (GTM) motions. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References Revenue Architecture - Jacco van der Kooij (book on Amazon) The “Bowtie” model: https://www.bazaarvoice.com/blog/the-bow-tie-funnel-a-guide-to-the-sales-and-marketing-funnel/ Tino Ho: https://www.linkedin.com/in/tinoho/
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    27 mins
  • S02 Ep04 - Product Marketing for SaaS with Tino Ho (1/2) - How has the change from "growth at any cost" to "profit asap" changed GTM thinking?

    S02 Ep04 - Product Marketing for SaaS with Tino Ho (1/2) - How has the change from "growth at any cost" to "profit asap" changed GTM thinking?
    Oct 10 2024
    Stu is joined by ex-colleague / fellow B2B professional Tino Ho to discuss the current state of play in SaaS product marketing. Since the shift from "growth at any costs" to "wait, we need you to make a profit" driven by market conditions and, let's be honest, investors, the SaaS and tech world as a whole has seen some massive cuts and shifts in team structure. Tino and Stu dig into what this means for marketers or growth professionals in these businesses and how often tension arises because the go-to-market strategy is at odds with the actual product direction and the customers the business can serve (as opposed to those they would like to). It's an interesting conversation given that B2B marketing is often in the back seat with product and sales driving/riding shotgun - but should that be the case? Or is that just another classic case of the status quo taking priority despite the changing times? Guest: Tino Ho Tino is a commercial leader with 19 years of experience in fast-growing SaaS challenger brands, bringing vertical expertise in financial and ESG technology for product-led and sales-led go-to-market (GTM) motions. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References Revenue Architecture - Jacco van der Kooij (book on Amazon) The “Bowtie” model: https://www.bazaarvoice.com/blog/the-bow-tie-funnel-a-guide-to-the-sales-and-marketing-funnel/ Tino Ho: https://www.linkedin.com/in/tinoho/
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    26 mins
  • S02 Ep03 - Voice of the Customer with Jennifer Arnold (3/3) - Our hoarder-mentality obsession with data is damaging our relationships *and* business growth

    S02 Ep03 - Voice of the Customer with Jennifer Arnold (3/3) - Our hoarder-mentality obsession with data is damaging our relationships *and* business growth
    Sep 26 2024
    Join Jen and Stu for the final part of the trilogy on customer relations. What started out as a genuine quest for data that could improve our lives has become an unchecked obsession that often results in data hoarding, processes or KPIs at odds with business strategy and a whole lot of very futile feeling interactions in our daily lives. Jen and Stu walk through how digital permeates almost every layer of customer thinking in a business and how it can lead to some very poor outcomes or, at worst, damage growth and have some pretty nasty repercussions for your brand. If it seems like your marketing or sales reality is at odds with the real world - you're probably right! Guest: Jennifer Arnold Jen has more than 30 years of experience working in senior regional and global marketing, sales, and CX roles, mainly with leading IT companies. She now consults around customer advisory boards and communities and works with the Public Sector Network to help companies build their government sales and marketing programs. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References https://www.mi-3.com.au/02-07-2024/mi3-launches-fy2025-marketing-customer-benchmarks-105-companies-3bn-marketing-spend-0 https://www.accenture.com/us-en/services/interactive/propelling-growth-personalization https://vanilla.higherlogic.com/blog/community-impact-customer-retention/ https://foundryco.com/research/role-and-influence/ (gated)
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    31 mins
  • S02 Ep02 - Voice of the Customer with Jennifer Arnold (2/3) - Is technology actually getting in the way, or are we simply innovating so well we don't notice it happening?

    S02 Ep02 - Voice of the Customer with Jennifer Arnold (2/3) - Is technology actually getting in the way, or are we simply innovating so well we don't notice it happening?
    Sep 12 2024
    Jen and Stu are back for the second of three conversations on customer experience. Much like three kids in a trenchcoat, the various parts of a large company are often poorly balanced and easy to spot despite their best efforts to appear like one functioning person. Is this simply due to process misalignment, or is the bottomless hunger for data points and obsession with technology getting in the way of simple, human touchpoints that make or break a relationship? Listen in as Jen and Stu dig into these questions, discuss the importance of customer journey mapping, financial literacy for the youth of today and how some of the most boring (seeming) industries are in fact, fostering some of the most exciting and meaningful innovations in our day to day lives that we are already taking for granted... Guest: Jennifer Arnold Jen has more than 30 years of experience working in senior regional and global marketing, sales, and CX roles, mainly with leading IT companies. She now consults around customer advisory boards and communities and works with the Public Sector Network to help companies build their government sales and marketing programs. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References https://www.mi-3.com.au/02-07-2024/mi3-launches-fy2025-marketing-customer-benchmarks-105-companies-3bn-marketing-spend-0 https://www.accenture.com/us-en/services/interactive/propelling-growth-personalization https://vanilla.higherlogic.com/blog/community-impact-customer-retention/ https://foundryco.com/research/role-and-influence/ (gated)
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    28 mins
  • S02 Ep01 - Voice of the Customer with Jennifer Arnold (1/3) - Are we automating away customer relationships?

    S02 Ep01 - Voice of the Customer with Jennifer Arnold (1/3) - Are we automating away customer relationships?
    Aug 29 2024
    What is the role of the savvy marketer in the post-sale glow of a new customer relationship? Once you've got someone "over the line" do you simply palm them off on Customer Success and start thinking about your next campaign? Or are you more holistically minded, bringing your acquisition smarts to the table to build long, er, sticky relationships that last way beyond that first pain point? In the first of three conversations on the importance of customer relationships, Jen and Stu discuss a range of topics, including how SaaS has shaped our relationships with companies (and each other), the rise and potential fall of TV streaming services, the often yawning gap between KPIs and customer experience and why customer lifetime value might be the lighthouse we're all scouring the shoreline for in the coming months. Guest: Jennifer Arnold Jen has more than 30 years of experience working in senior regional and global marketing, sales, and CX roles, mainly with leading IT companies. She now consults around customer advisory boards and communities and works with the Public Sector Network to help companies build their government sales and marketing programs. Host: Stuart P. Turner Stu has over 20 years of experience in digital strategy across the UK and APAC. He's always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He's currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/). References https://www.mi-3.com.au/02-07-2024/mi3-launches-fy2025-marketing-customer-benchmarks-105-companies-3bn-marketing-spend-0 https://www.accenture.com/us-en/services/interactive/propelling-growth-personalization https://vanilla.higherlogic.com/blog/community-impact-customer-retention/ https://foundryco.com/research/role-and-influence/ (gated)
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    29 mins
  • S01 Ep05 - Why has AI suddenly captured everyone's attention, and should we be more cautious about when and where it is adopted?

    S01 Ep05 - Why has AI suddenly captured everyone's attention, and should we be more cautious about when and where it is adopted?
    Oct 12 2023
    The Implications of AI - Ep05 AI has actually been in existence for quite some time, so why has it suddenly exploded out into the public consciousness? Eve and Stu dive into the current state of AI tools and how they can be successfully leveraged to drive forward digital transformation for brands, as well as the more dangerous real world implications of adopting AI models being used in areas like mental health and support services. Guest: Eve Chen, Founder & CEO, The Growth Engine Eve is a serial entrepreneur, veteran revenue marketer, and business advisor with over 25 years of B2B & B2C experience globally and held leadership positions with a number of multinational corporations across the Asia Pac and North America regions. Host: Stuart P. Turner, Flow State Marketing Stu is a digital specialist with over 20 years in agencies and his own businesses under his belt. He created the Flow State podcast for marketers, first and foremost, to explore the real impact of digital on marketing. References Hard Fork https://www.nytimes.com/column/hard-fork Can A.I. Generate the Perfect Thanksgiving? | Priya Krishna | NYT Cooking https://www.youtube.com/watch?v=yT8KoWpqUgg AI chatbot ‘encouraged’ man who planned to kill queen https://www.theguardian.com/uk-news/2023/jul/06/ai-chatbot-encouraged-man-who-planned-to-kill-queen-court-told Martech Landscape - 2023 Supergraphic https://chiefmartec.com/2023/05/2023-marketing-technology-landscape-supergraphic-11038-solutions-searchable-on-martechmap-com/ Cormac McCarthy https://www.theguardian.com/books/2023/jun/14/cormac-mccarthy-obituary Black Books - S3 E2 - Elephants and Hens https://www.imdb.com/title/tt0526548/ I’m an AI influencer: Followers crave my sexy snaps — but I don’t exist https://nypost.com/2023/07/25/im-an-ai-influencer-thousands-cant-get-enough-of-my-sexy-pics/ Experts Say AI Girlfriend Apps Are Training Men to Be Even Worse https://futurism.com/experts-ai-girlfriend-apps-men A 23-year-old Snapchat influencer used OpenAI’s technology to create an A.I. version of herself that will be your girlfriend for $1 per minute https://fortune.com/2023/05/09/snapchat-influencer-launches-carynai-virtual-girlfriend-bot-openai-gpt4/ UK universities draw up guiding principles on generative AI https://www.theguardian.com/technology/2023/jul/04/uk-universities-draw-up-guiding-principles-on-generative-ai
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    46 mins