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The Accidental Marketer Podcast
The Accidental Marketer Podcast
Impact Planning Group

I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners... more

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S.10, Ep. 2 - Why Being Half Blinded Will Sabotage Your Pricing Strategy

Our pricing-focused season continues with a look at measuring customer's perception of your offer. Customers are typically willing to... more

12 Nov 2021 · 17 minutes
S.10, Ep. 1 - How to Avoid This Massive Pricing Sin Made in Business

Our new podcast season is all about pricing. The vast majority of B2B price-setters do not use the... more

29 Oct 2021 · 16 minutes
S.9, Ep. 7 - Why Building Unique Value Props Is More Scientific Than You Think

In our season finale of art vs. science in marketing, the team tackles what may be the most important... more

01 Oct 2021 · 19 minutes
S.9, Ep. 6 - Are You Content to Let AI Do Your Customer Needs Segmentation?

When it comes to dividing markets, software and technologies like machine learning and artificial intelligence are bringing new horsepower to... more

07 Sep 2021 · 19 minutes
S.9, Ep. 5 - How To Sculpt Fog: Why Influence Mapping Is More Art Than Science

Certain strategic processes require you to rely less on data and more on qualitative observations. Influence mapping is one... more

17 Aug 2021 · 23 minutes
S.9, Ep. 4 - How To Use Trend Science to Ignite Customer Loyalty

Today's 24/7 news cycle has combined with the relative informality and popularity of social media to create opportunities —... more

30 Jul 2021 · 19 minutes
S.9, Ep. 3 - Why You Need Not Abandon Art When Interpreting Data

Our season on the art and science of marketing continues with a deep dive into data analysis. Trying to... more

16 Jul 2021 · 18 minutes
S.9, Ep. 2 - Why The Science of Marketing Doesn't Require a Lot of Data

Our new season on the art and science of marketing continues this week with a focus on science. ... more

02 Jul 2021 · 20 minutes
S.9, Ep. 1 - Art or Science? Why Marketing Is Actually Like an Oreo Cookie

Our new season tackles an often-heard question: is marketing an art or a science? Certain parts of a marketing... more

18 Jun 2021 · 16 minutes
S.8 Ep. 5 - How To Market and Price Effectively After You've Created a New Category

There are many advantages to creating a new category, but it doesn't solve all of your marketing problems. In... more

04 Jun 2021 · 16 minutes
S.8, Ep. 4 - Hitting the Jackpot By Reaching Out to New Stakeholders

Expanding your marketing to reach a new set of stakeholders can have an effect similar to creating a new category.... more

21 May 2021 · 22 minutes
S.8, Ep. 3 - How Segmentation Can Help You Revolutionize a Category

Companies entering a new category are often intimidated by their more experienced competitors. This episode highlights how being naive... more

07 May 2021 · 15 minutes
S.8, Ep. 2 - Want Our Top Advice For Creating A New Product Category?

Our season on category creation continues with some of our best advice for doing it! A discussion that starts... more

23 Apr 2021 · 18 minutes
S.8, Ep. 1 - Three Fascinating Reasons For Your Surprisingly Disappointing Results

We kickoff a new season on category creation by looking at a common B2B marketing problem: your analysis... more

09 Apr 2021 · 14 minutes
S.7, Ep. 6 - How the Sugar Lobby Used Marketing to Make Fat the "Bad Guy"

This seasonal finale of "The Dark Side of Marketing" focuses on something once called "pure, white and deadly." It's... more

19 Mar 2021 · 19 minutes
S.7, Ep. 5 -Is This Emotional Campaign Slogan Really Why Trump Won in 2016?

This episode's topic discusses the thin line between propaganda and marketing. Sharing information with the intent to persuade is... more

05 Mar 2021 · 17 minutes
S.7, Ep. 4 - Can You Learn Positive Lessons From This Convict's Egregious Pricing?

This episode's topic features "The Pharma Bro" — a now-jailed pharmaceutical executive who limited the supply and raised prices of... more

19 Feb 2021 · 20 minutes
S.7, Ep. 3 -3 Potent Lessons Learned From a Health Tragedy

We continue analyzing the dark side of marketing by studying the Opioid Crisis. The villains in this tragedy, Purdue Pharma,... more

05 Feb 2021 · 19 minutes
S.7, Ep. 2 - Can the Social Dilemma Teach Marketers Lessons?

In this episode, we continue shining the light on the dark side of marketing by studying the "The Social Dilemma."... more

22 Jan 2021 · 17 minutes
S.7, Ep. 1 - Learning From a Business That Promotes Infidelity

In season 7, we are shining some light on "the dark side of marketing." People with less-than-wholesome ideals sometimes... more

08 Jan 2021 · 18 minutes
S.6, Ep. 5 - Making a Reverse ROI Argument

In this week's episode, we discuss customer acquisition costs and how to make a "reverse ROI argument." A reverse... more

04 Dec 2020 · 17 minutes
S.6, Ep. 4 - Is This Powerful ROI Methodology New to You?

Digging deeper on the last episode's discussion of customer-level ROI metrics, the team unpacks a variety of ways to measure... more

13 Nov 2020 · 15 minutes
S.6, Ep. 3 - How Can Marketers Buy More Time For ROI?

Marketers can’t be content to be judged by short-term campaign metrics only. Mary, Sean and Tom outline a host of... more

30 Oct 2020 · 21 minutes
S.6, Ep. 2 - How Can Marketing Prove It's Impact?

As the marketing function becomes more strategic in a company, it becomes harder to discern its impact. The team... more

16 Oct 2020 · 16 minutes
S.6, Ep.1 - How To Save Marketing From Budget Cuts

We start a full season of podcasts on the topic of Marketing Return on Investment (ROI). For a number... more

02 Oct 2020 · 19 minutes
S5, Ep. 3 - Should You Lower Your Prices in a Pandemic?

The second topic in this episode (after the team discusses a segmentation dilemma) is very topical: should you raise... more

17 Sep 2020 · 16 minutes
S5, Ep. 2 - Does Your Business Need a CDMO?

We continue discussing "surprise" marketing topics. In this era of CSOs, CDOs and CXOs, Mary asks if businesses should have... more

03 Aug 2020 · 20 minutes
S5, Ep. 1 - Is "Virtual" As Good as "Live"?

This season we surprise each other by throwing out un-rehearsed marketing topics and debating them. The second topic on... more

10 Jul 2020 · 18 minutes
S4, Ep. 9 - Trends That Shaped the Last Decade

*NOTE: This podcast was recorded prior to the coronavirus pandemic. Sean wrote an article on Linkedin regarding 10 trends that shaped... more

15 Jun 2020 · 21 minutes
S4, Ep. 8 - When Should You Commit Brand Heresy?

*NOTE: This podcast was recorded prior to the coronavirus pandemic. Brand heresy is the practice of established brands promoting in ways... more

19 May 2020 · 18 minutes
S4, Ep.7 - Can Gamification Help B2Bs Sell "Serious" Products?

*NOTE: This podcast was recorded prior to the coronavirus pandemic. The trend of gamification applies aspects of game-playing to business, in... more

01 May 2020 · 18 minutes
S4, Special Edition – The Impact of Coronavirus on B2Bs

Our Season 4 podcasts were recorded prior to the Coronavirus pandemic. This special edition podcast was recorded on April... more

17 Apr 2020 · 17 minutes
S4, Ep. 6 - How Can B2Bs Improve Their Account-Based Marketing?

*NOTE: This podcast was recorded prior to the coronavirus pandemic. Account-Based Marketing (ABM) is not a new idea,... more

27 Mar 2020 · 18 minutes
S4, Ep. 5 - How Can B2Bs Improve Their Customer Experience

The new generation of B2B buyers have high expectations for the experience of interacting with and buying from suppliers. ... more

13 Mar 2020 · 18 minutes
S4, Ep. 4 - How B2Bs Can Personalize Like a B2C Company

Many of us have experienced personalization in our relationships with consumer products and services providers. But can B2Bs personalize... more

25 Feb 2020 · 21 minutes
S4, Ep. 3 - Should You Practice Surge/Dynamic Pricing?

This episode focuses on the trend of surge/dynamic pricing - the practice of charging more when demand is higher and... more

08 Feb 2020 · 19 minutes
S4, Ep.2 - The Rise of Subscription-Based Pricing Approaches

This season's discussion of trends continues with a growing phenomena: replacing traditional pricing models with subscription-based pricing. ... more

24 Jan 2020 · 19 minutes
S4, Ep.1 - Unprecedented Diffusion of Decision-Making Power

This new season covers trends that businesses need to know about and have a plan for. This episode discusses... more

10 Jan 2020 · 19 minutes
S3, Ep. 10 - The Case of the Divergent Paths

The last episode of Season 3 unpacks the interesting cases of Lexus and the Volkswagen Phaeton. These two brands... more

02 Dec 2019 · 20 minutes
S3, Ep. 9 The Case of the Dubious Management Fad (NPS)

Most marketers are familiar with Net Promoter Score (NPS) -- a metric to measure the strength of your relationships with... more

15 Nov 2019 · 23 minutes
S3 Ep.8 The Case of the 19th Century Content Marketer

This week we focus on the agricultural giant John Deere. Amongst the many reasons for Deere's long-term success is... more

27 Sep 2019 · 19 minutes
S3 Ep.7 The Case of the Educated Gamble

This weeks focus is on Netflix, a company that has continually been ahead of huge technological shifts. What kinds... more

16 Sep 2019 · 20 minutes
S3, EP. 6 The Case of the Hidden Influencer

Inertia and habit are the enemies of customer-centricity in business. In most industries, market dynamics often change long before... more

30 Aug 2019 · 19 minutes
S3, Ep. 5: The Little Blue Pill That Could

Businesses of all types can learn a lot from what pharma companies do when their blockbuster drugs come off patent.... more

21 Aug 2019 · 19 minutes
S3, Ep.4: The Cold Case of the Cool Takeover

One of the most underrated and over-performing businesses in the world is in the refrigeration business in China. You... more

03 Aug 2019 · 19 minutes
S3, Ep. 3: The Symbiotic Competitor

The retailer Kohl's will return items to Amazon for you -- are they crazy? New types of partnerships are... more

22 Jul 2019 · 19 minutes
S3, Ep2: The Digital Chokepoint

B2B companies are seeing some of their high-margin offerings being undercut. Smaller competitors with fewer assets are specializing, moving... more

05 Jul 2019 · 19 minutes
S3, Ep.1: The Case of the One-Way Mirror

This season's focus is modern case studies -- successes and failures -- that B2B companies can learn from. This... more

21 Jun 2019 · 17 minutes
S2, Ep. 10: Why Do Companies Think "Go Big or Go Home"?

All industries are being affected by new trends, technologies and competitors. With so much uncertainty about the future, companies... more

03 Apr 2019 · 22 minutes
Season 2, Ep. 9: Is Pricing Based on Customer Value Even Possible?

People who understand value-based pricing know that it's a powerful strategy. So why don't more companies implement? Many... more

15 Mar 2019 · 18 minutes
The Accidental Marketer Podcast
S3, Ep. 3: The Symbiotic Competitor
The Accidental Marketer Podcast

Available on

Apple Podcasts
Google Podcasts
Podcast Addict
Pocket Casts
Player FM


The retailer Kohl's will return items to Amazon for you -- are they crazy? New types of partnerships are emerging almost... more