Paco Underhill Podcast on B2BiQ

15 09 2017

Paco Underhill

Our podcasting super star Seth Adler, has posted some amazing podcasts over the past six months via B2BiQ, but this is one of my favourites!

Seth recently sat down with Paco Underhill, the author of “Why we buy“, the seminal book on the science of shopping. It’s a broad ranging interview, sharing insights on how simple observation can help save organisations millions all the way to skinny dipping with John Lennon and dealing with issues around homelessness!

You can also go to B2BiQ to listen to a range of other podcasts on CX, Shared Services, Artificial intelligence and process excellence.




Digital Marketing Trends 2017 by CX Network

28 07 2017

CX NetworkMy colleagues at CX Network, led by the amazing Zarina de Ruiter, just published their annual Digital Marketing Trends report.



The report outlines 4 key trends:

  1. The brave new world of content marketing – Looking at the increased impact of video and the growing reach of influencers
  2. Customer driven marketing decisions – Experience is everything now!
  3. Data big & small; From actionable insights to changing regulations
  4. The future of Marketing tech – AI, AR, Alexa and more!

It also features an update on GDPR, a case study on social influences, and great tips for staying ahead of all these changes. There’s also insight from multiple marketing experts at Revlon, Westfield,, Bloomsbury Publishing, Duck & Waffle, Jones Day and yours truly. It’s well worth a read You can download your copy of the report at CX Network or click here.

Marketing 4.0 – Moving from Traditional to Digital

20 02 2017

9781119341208.pdfThe new book from Phillip Kotler (Hermawan Kartajaya & Iwan Setiawan) Marketing 4.0 is a great road map for the new digital marketing reality. It’s the best marketing book I’ve read in years, both insightful and practical. It gives an excellent snap shot of the current trends and highlights the need for offline & online to coexist. Including some great insight into the modern informed vs distracted customer and introducing the f-factor (not that F!) – Friends, family, fans and followers.

They define Marketing 4.0 “as an approach that combines online and offline interaction between customers and companies. In the digital economy, digital interaction alone is not enough. In fact, in an increasingly online world, offline touch represents a strong differentiation. Marketing 4.0 also blends style with substance. While it is imperative for brands to be more flexible and adaptive due to rapid technological trends, their authentic characters are more important than ever. In an increasingly transparent world, authenticity is the most valuable asset. Finally Marketing 4.0 leverages machine-to-machine connectivity and artificial intelligence to improve marketing productivity while leveraging human-to-human connectivity to strengthen customer engagement.”

Some of the new insightful (and more scientific elements) include:

  • The new 5A’s that re-define the customer path – Aware, Appeal, Ask, Act, and Advocate. Including how that process now loops and transforms the customer journey.
  • An excellent review of modern marketing metrics, including the introduction of BAR (Brand Advocacy Ratio) and PAR (Purchase Action Ratio). The science behind the art.
  • A great over view and update on content marketing – including some great insights on content amplification and Googles ZMOT. The amplification part is probably one of the most over looked of element of any content marketing strategy.
  • It also highlights the often overlooked aspect of social – ‘Listening’.

It’s a fantastic book that will challenge any marketer to rethink how they approach and solve the current challenges. It’s a must read for all marketers. It has that WOW factor!  (P.S – There’s also more to that video than meets the eye!)

Starting a Marketing Career at IQPC

5 10 2016

I may be biased, but I think starting your marketing career with IQPC (or any events company for that matter) is a great move! Unlike a lot of entry level marketing jobs you get to work across all marketing disciplines and channels, this exposure will help you decide where you want to focus in the future. You also get to work with highly motivated teams, working on tight deadlines and fast paced events that also enhance the learning opportunities.

But don’t take my word for it, have a listen to what some of my talented colleagues have to say in this video:


Marketing Careers at IQPC

If you’re interested in joining IQPC at an entry level marketing role email your CV to me at

Marketing automation, digital natives and value based content at IQPC

4 10 2016

I recently sat down with Esther Smith, the Global Head of HR at IQPC to discuss the current state of play in Marketing within the group. You can read the whole post here: IQPC Blog


IQPC extends research capabilities with DART

5 09 2016

You can read more about The Shared Services and Outsourcing Network’s new Data Analytics and Research Institute through the IQPC blog by clicking the below map or watching the video.

For the last 20 years SSON, a subsidiary of IQPC, has been a one-stop shop for shared services professionals, offering industry-leading events (over 50 a year), training, reports, surveys, interviews, white papers, videos, editorial, info-graphics, and more. All that work has yielded huge amounts of data and so in May 2016 with the growing recognition that […]

via IQPC moves into Data Analytics — Life & Work at IQPC

IQPC Singapore launches Future Leaders Program

17 06 2016

IQPC Singapore has launched a new Future Leaders Program for Asia.

It’iqpcs designed to fast track the career of fresh graduates in Singapore and will expose the participants to opportunities in Marketing, Sales, Production and Operations, helping them choose an area of expertise. It’s like an MBA in applied event sciences! but with hands on learning that can accelerate your career.

To read more click here and to learn more about the great team you’ll be joining click here.