Nike’s recent challenges underscore a truth all brands face: staying relevant in a competitive market isn’t easy. As B2B marketers,... more

In this episode, Mary, Tom, and Sean discuss the inefficiencies of traditional finance-driven planning cycles and explore a more flexible,... more

In this episode, Mary, Tom, and Sean discuss the growing role of AI in strategic marketing and how it is... more

In this episode, we explore the transformative potential of Artificial Intelligence (AI) in strategic marketing, focusing on how AI can... more

In this episode, we analyze Southwest Airlines’ recent policy shift from open seating to assigned seating, exploring how even the... more

In this episode, we delve into the strategic importance of using archetypes to simplify and enhance global marketing and learning... more

In this episode, we explore the transformative potential of Artificial Intelligence (AI) in strategic marketing, focusing on how AI can... more

In this second episode of our two-part series on trend prediction, we delve deeper into the importance of identifying and... more

In this episode, we delve into the fascinating world of trend prediction and how our analytical tools have helped us... more

In this episode, we delve into the far-reaching implications of Ozempic, a weight loss drug originally designed for diabetes management,... more

In this podcast, Mary, Tom, and Sean draw from their extensive experience of over 25 years in successful workshop facilitation,... more

In this 2nd podcast in a 3-part series, Mary, Tom and Sean share insights for marketers and product managers seeking... more

In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the... more

In this podcast, Mary, Tom and Sean share insights from their 25+ years of successful workshop facilitation – a key... more

In this episode, Tom Spitale, Mary Abbazia, and Sean Welham reflect on pivotal 2023 events impacting B2B. Tom spotlights Disney+'s... more

The electric vehicle (EV) market has hit a speed bump, catching the attention of marketing leaders seeking insights into the... more

In this insightful podcast, Mary, Sean and Tom unravel the mystery behind Barnes & Noble's enduring success in the face... more

In this thought-provoking episode, the team delves into Claritin's recent innovative ad campaign. Instead of focusing on the product,... more

In this third episode about the role of marketing in organizations, the team goes deeper into a discussion about the... more

There is much talk about how Artificial Intelligence (AI) can make work much more efficient. However, in this podcast, the... more

In this podcast, the team goes deeper into a previous discussion about how marketing is done in different organization. ... more

In this episode of The Accidental Marketer podcast, Mary, Tom, and Sean discuss Tesla as a case study for pricing... more

In this podcast episode, Mary, Sean and Tom discuss the surprising merger between the PGA and LIV Tour that shocked... more

In this episode, the team discusses the strategy behind Disney+ and its impact on the streaming market. The case provides... more

The team continues last episode’s discussion about the fight between two professional golf tours and the profound strategy lessons from... more

Many people are passionate about sports, so it’s fun when the business of sports can teach us about business strategy.... more

There are so many different definitions of marketing that it’s difficult to know exactly what the function is responsible in... more

Can a great strategy change a company’s culture for the better? A healthy strategic process includes a focus on... more

In previous episodes, the team discussed the concepts of prioritizing and managing risk. In this third podcast on the... more

So how do you anticipate risks? And once you’ve identified risk, how do you know which are the important... more

Wars, inflation, supply chain issues, soaring interest rates, pandemics — it’s easy to look at these current risks as reasons... more

What can we learn from the wins and the misses of 2022? On a special episode, we at the Accidental... more

As inflation continues at a high level, marketers who have created strong brands are reaping rewards. How can marketers... more

Though many companies have successfully taken inflationary price increases this year, Netflix was not one of them. Earlier this... more

Inflationary levels not seen since the 1970’s are creating big economic challenges, and many businesses are looking to their marketers... more

In this final episode of our short season covering the unification of Sales and Marketing, the team tackles the always... more

The seemingly permanent increase in virtual B2B sales calls will revitalize needs-based segmentation as a strategy. Marketing and Sales... more

Despite record sales, Pfizer recently announced big cuts to its sales force. What does this have to do with... more

In this final episode of the “New Frontiers” season, the team examines strategies for scaling a platform business. Suppliers... more

In this fifth episode of the “New Frontiers” season, the team discusses whether a company should start a platform business... more

In this fourth episode of the “New Frontiers” season, the team dives deep on how to build a platform strategy.... more

In this episode, the team analyzes whether B2B suppliers should join one of the exploding number of industry platforms. ... more

This week we dive deep into the topics of B2B industry ecosystems: the collection of related products and services... more

In this initial Season 11 episode, Mary, Sean and Tom define the differences between ecosystems, platforms and marketplaces. More... more

In this episode, we discuss dynamic pricing. Airlines and hotels change prices all the time based on current... more

In this episode, we discuss a wide array of pricing models. You’ve already heard about subscription pricing, “pay... more

This week, we look at an executional pricing issue: when your company offers pricing allowances and discounts to customers... more

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

When your product or service generates important data that your customers can use in a broader "ecosystem," are their situations... more

Does narrowing your focus to a single or a few target segments limit your opportunities for growth? While it... more

Many B2B's have had the initial excitement of creating a needs-based segmentation strategy...only to have it fizzle out due to... more