For marketers in industries with longer or more complex purchase cycles, demonstrating the value of their efforts can be a constant challenge that often impacts budget approvals. In this episode of the Smarter Marketer Podcast, host James Lawrence welcomes back Fractional CMO Taz Bareham for an insightful discussion on marketing measurement, the struggles many marketers face, and practical ways in-house teams can improve their approach to marketing metrics.

• How to understand and contextualise data
• How to connect marketing to business objectives
• What leading and lagging indicators are and how to measure them
• Advice for marketers on data and analytics
• How to balance brand and performance marketing
• Common measurement challenges marketers face and how to tackle them
• Prioritising and tracking metrics that matter

Taz Bareham is a Fractional CMO with over 20 years of experience across B2B, B2C and SaaS. Previously, she was the Head of Brand & Communications at eBay, and CMO at Ansarada, JobAdder, and Rezdy. In addition to her client-side roles, she has worked in strategy & planning roles at agencies like Clemenger & M&C Saatchi.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

Great marketing is built on creating memorable experiences, whether through digital advertising or offline interactions. Laura Roberts, MD APAC at global experiential marketing agency INVNT joins Host James Lawrence to talk about how brands can craft comprehensive 360-degree campaigns, leverage social media and influencer events, and develop strategies to engage everyone from Boomers to Gen Alpha.

• Laura’s journey - from Sydney to NYC and into experiential marketing
• What is experiential marketing?
• The biggest trends shaping the industry today
• Future generations: How to craft experiences for Gen Alpha (Gen A)
• How to implement experiential marketing with a modest budget
• Examples of successful experiential marketing campaigns - Lamborghini, The Weeknd and more

Laura Roberts is the Managing Director for APAC at INVNT, a leading event marketing and branding agency. With over 20 years of experience in experiential marketing across Australia, New York City, the Middle East, and Singapore, Laura has built a career around creating unforgettable brand experiences. Her impressive portfolio includes pioneering Web3 campaigns with Lamborghini, developing immersive reality platforms for Emirates in partnership with AWS, and launching global brand experiences for legendary artists like The Rolling Stones, The Eagles, and Lenny Kravitz. You can follow Laura on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

The way that we can target our perfect customers has changed radically, and what worked a few years back is likely to not work today. Large platforms like Google and Meta have changed how they collect audience data, significantly affecting how you reach and engage with your audience. In this episode, Host James Lawrence talks with Rocket Agency's Commercial Director, David Roberts about the recent changes in digital audience targeting and how to connect with your target market effectively.

• The evolution of Google Ads: From search to audience targeting
• How to leverage Google's data for effective marketing
• The power of affinity and in-market segments
• AI-driven targeting in Meta Ads
• The rise of TikTok Ads
• How programmatic advertising helps target your digital audience
• The importance of content marketing in effective audience engagement
• How connected TV helps with audience targeting
• B2B and B2C best practices for building and nurturing your audience

David Roberts is the Commercial Director at Rocket. He works closely with both key clients and prospective clients, helping devise tailored solutions for their digital challenges. Dave has been with Rocket since its inception in 2017, and previously spent five years at The Web Showroom, where he gained extensive experience in the CMS and tech space. You can follow David on LinkedIn.

James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/

Smarter Marketer Website: https://www.smartermarketer.com.au/

Rocket Agency Website: https://rocketagency.com.au/

Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Hardcover: https://amzn.to/30O63kg

Kindle: https://amzn.to/2ZqfCWm

This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.