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PODCAST

Smarter Marketer

Hosted by James Lawrence - Co-Founder of Rocket Agency and B&T Marketer of the Year finalist, each episode features candid conversations with marketers, leaders and innovators on what’s really working in today’s fast-changing landscape. This is the definitive podcast for Australian Marketers.

business marketing

All Episodes

29:06

107. What Australian Influencer Research Says About...

Smarter Marketer ·

2026/04/07

Episode Description: How should Australian marketers adapt their approach to influencers and content creators as algorithmic changes, platform shifts and changing audience expectations reshape the landscape?Host James Lawrence sits down with Trish McGee, Group Account Director at Impact Agency, to unpack the findings of Impact's 2026 Influencer Pulse Check, Australian research that goes straight to the source, surveying local content creators from micro to mega. From platform preferences and AI

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52:48

106. Digital Marketing in Australia in 2026 - Your...

Smarter Marketer ·

2026/03/24

Episode Description: What would great marketing look like in Australia this year, especially when the rules are changing faster than most teams can keep up? In this episode, Rocket Agency’s top experts unpack the biggest shifts shaping digital marketing in 2026, from AI search and zero-click behaviour to rising costs, evolving content expectations and the growing importance of creative.Host James Lawrence discusses marketers’ most pressing questions with Mariano Di Lascio (Head of Digital), Joe

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41:44

105. Building a Standout Brand in a “Boring” Category...

Smarter Marketer ·

2026/03/10

How do you market an ‘unglamorous’ business where your category doesn’t sell itself? And what does it take to build a brand that people trust and remember when your offering is not something buyers get excited about?Host James Lawrence sits down with Lisa Macqueen, CEO of Cleancorp, to unpack how she’s built one of Australia’s most respected service brands in one of the most commoditised categories there is - commercial cleaning. From personal branding and LinkedIn content that genuinely resonates,

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36:49

104. B2B Marketing in 2026: Changing Buyer Groups, AI...

Smarter Marketer ·

2026/02/24

If most B2B buyers already know who they’re going to choose before they even speak to sales, what does that mean for your B2B marketing strategy?In this episode of the Smarter Marketer Podcast, James Lawrence sits down with Stuart Jaffray, Managing Director of Green Hat, to unpack the latest findings from the APAC B2B Buyer Journey Research Report. With data from over 800 buyers across the region, the message is clear: the rhythm of B2B buying has changed under the current economic and technological

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34:01

103. The End of SXSW, the Craft of Marketing to...

Smarter Marketer ·

2026/02/11

In this episode of the Smarter Marketer Podcast, Host James Lawrence sits down with Alex Hayes, Founder of Clear Hayes, to unpack what it really means to market to marketers. From building Clear Hayes House at SXSW Sydney to launching award-winning branded content for global platforms, Alex shares hard-earned lessons from both sides of the fence; as a former editor of B&T and Mumbrella, and now as a global B2B communications specialist.Key Takeaways:Why “don’t be boring” is more than a tagline

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40:30

102. Creativity That Pays Its Way: How to Link Ideas...

Smarter Marketer ·

2026/01/27

When the pressure for short-term results keeps getting louder, how and why should you still emphasise creativity?In this episode of the Smarter Marketer Podcast, James Lawrence sits down with Jules Hall, CEO and Founder of The Hallway, to unpack how creativity, data and commercial thinking need to work together if brands want sustainable growth. From navigating short-termism and AI hype to building credibility with CFOs and boards, Jules shares a grounded, practical view on what effective marketing

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53:16

From the Archives: Dr. Robert Cialdini on Persuasion...

Smarter Marketer ·

2026/01/13

What makes people say "yes"? Rocket Agency’s Co-Founder James Lawrence sits down with Dr. Robert Cialdini, the godfather of influence and the world’s foremost authority on the psychology of persuasion, to talk about the timeless principles behind his work, his seventh principle of influence - Unity - and how AI, ethics and empathy are shaping persuasion in modern marketing.Key Takeaways:Origin story: How Dr. Cialdini went “undercover” in multiple industries to discover the universal principles of

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56:21

From the Archives: Marketing Under Pressure: Managing...

Smarter Marketer ·

2025/12/30

In marketing, deadlines are relentless and expectations are high. It’s critical to manage stress and make clear-headed decisions under pressure. In this episode of Smarter Marketer, host James Lawrence chats with Dr. Jemma King - founder of BioPsychAnalytics and expert in stress, resilience and high performance.Having worked with elite organisations like the Australian Olympic Swim Team, the Australian Defence Force, McKinsey and Atlassian, Dr.King shares science-backed insights on managing burnout,

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48:52

From the Archives: Persuasion, Manipulation and...

Smarter Marketer ·

2025/12/16

In marketing, there exists a fine line between influencing decisions and crossing into manipulation. The difference? One builds trust while the other erodes it.Host James Lawrence chats with Dan Monheit, Chief CX Thinker at Thinkerbell and former CEO of creative behavioural science agency HardHat, about applying behavioural science principles like default bias and anchoring to your marketing, related ethical considerations and how to draw the line between persuasion and manipulation.Key

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44:09

101. Attribution Is Breaking: How Marketers Should...

Smarter Marketer ·

2025/12/02

As platforms push Performance Max, Advantage+ and new modelling systems, we’re entering a world where results often look better in-platform than they do in reality. Behind the scenes, attribution is becoming harder and marketers are being forced to rethink how they interpret success altogether.In this episode of the Smarter Marketer Podcast, host James Lawrence sits down with Rocket’s Paid Media Manager, Adrian Oguz, to unpack what truly matters when you’re running paid media in an AI-driven

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37:05

100. How Attention Is Rewriting the Rules of...

Smarter Marketer ·

2025/11/18

Marketers have long optimised for visibility and memory, but in our metric-focused industry, are we measuring what really matters?In this episode of the Smarter Marketer Podcast, host James Lawrence speaks with Dr. Karen Nelson-Field, Founder of Amplified, about why attention is the real currency of modern advertising and how to measure it effectively. From the myth of virality to the flaws in CPMs, Karen shares what years of research reveal about how people truly engage with ads, and what marketers

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39:01

99. Why “In-House vs Agency” Misses the Point w....

Smarter Marketer ·

2025/11/04

As 2025 comes to a close, the conversation around in-housing has never been more confusing. With rising pressures on budgets and the disruption caused by AI, businesses are being forced to rethink what the right marketing structure might look like for them.In this episode of the Smarter Marketer Podcast, Host James Lawrence speaks with Darren Woolley, Founder and Global CEO of Australia’s leading marketing management consultancy TrinityP3. Together they unpack the myths surrounding in-housing and

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42:00

98. The Growth of Outdoor Media in Australia w. oOH!...

Smarter Marketer ·

2025/10/21

Once thought of as a “traditional” channel, outdoor has once again become one of the most creative and technology-integrated mediums in modern marketing. As audiences move faster and attention gets harder to hold, out-of-home (OOH) continues to prove its staying power.In this episode, James Lawrence sits down with Josh Gurgiel, Head of Creative at POLY (oOh!media’s content and innovation hub), to unpack how Australia’s largest OOH network is evolving, from the rise of digital formats and AI-driven

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45:36

97. Leadership in Marketing: How Today’s Marketing...

Smarter Marketer ·

2025/10/07

What does it really mean to lead marketing in 2025? In this episode of the Smarter Marketer Podcast, Host James Lawrence sits down with executive brand strategist Emma Logan to unpack the realities facing modern marketing leaders, from blurred job boundaries and rising stakeholder expectations to the personal toll of visibility and performance.Emma shares why every senior marketer already has an “executive brand”, whether they’ve defined it or not, and how failing to own that narrative means letting

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45:16

96. Buying Outcomes, Not Deliverables: Rethinking...

Smarter Marketer ·

2025/09/23

For decades the agency-client relationship has worked on a transactional view of marketing and creative services. Agencies gave away their best thinking upfront, clients judged on surface-level ideas and both sides accepted a process that often undervalued expertise.In this Smarter Marketer Podcast episode, Host James Lawrence and renowned author Blair Enns discuss how the future of creative and professional services lies in changing how we buy, sell and trust expertise. Whether you’re in-house or

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41:23

95. How to Rank in ChatGPT w. Joe Alder

Smarter Marketer ·

2025/09/09

Ranking in ChatGPT is now one of the most urgent challenges in digital marketing. With millions of Australians using AI search every week, the question for in-house marketers isn’t whether ChatGPT is shaping buyer journeys anymore, it’s how to make sure your brand is visible where and when it matters most.In this episode of the Smarter Marketer Podcast, James Lawrence is joined by Rocket’s Head of SEO, Joe Alder, to unpack the latest research and share practical advice on what it really takes to

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40:26

94. Winning B2B Messaging: How to Build a Perspective...

Smarter Marketer ·

2025/08/26

As competition heats up across professional services, simply telling people what you do is no longer enough. The difference between winning and blending in ultimately comes down to perspective: how you see the world, not just what you sell. Too often, brands overlook this, falling back on cliche messaging in their industry that leaves buyers unmoved.In this episode, James Lawrence (Co-Founder, Rocket Agency) welcomes back Alex James - one of Australia’s leading messaging strategists - to discuss

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42:12

93. Marketing for Turbulent Times - Kantar and the...

Smarter Marketer ·

2025/08/12

Marketing in 2025 is being shaped by what some experts call a 'polycrisis' - disruption layered upon disruption. From global conflicts to inflation to AI-driven job shifts, the market conditions facing both brands and consumers are becoming more complex and unpredictable. For marketers, the challenge isn’t just keeping up; it’s finding ways to cut through the noise and still build for the long term.In this episode of Smarter Marketer, Host James Lawrence (Co-Founder, Rocket Agency) speaks with Dan

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35:59

92. Current vs Future Demand: Why Mental Availability...

Smarter Marketer ·

2025/07/29

Most marketers are pressured to focus their energy on the 5% of buyers ready to purchase today, but what about the 95% who aren’t in market yet? Ignoring them likely means missing your biggest growth opportunity. Building mental availability with future buyers is critical, yet often overlooked in the rush to chase immediate sales.In this episode, James Lawrence (Co-Founder, Rocket Agency) sits down with Nick Palmer (CEO, House of Brand) to unpack what it really means to balance current and future

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49:28

91. The Secret to B2B Marketing: Owning a Perspective...

Smarter Marketer ·

2025/07/15

B2B service firms have been told to niche down, build helpful content and trust the funnel. But in today’s competitive market, where everyone is applying the same formula, it’s not enough to stand out. When every firm looks and sounds the same, buyers tune out.In this episode, Host James Lawrence, Co-Founder of Rocket Agency, sits down with B2B messaging strategist Alex James to unpack a smarter way forward. You’ll learn why having a clear perspective is more powerful than having the best tips,

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116 results

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