I am Tom Spitale, a Partner at Impact Planning Group - welcome to our Podcast! Along with my colleagues and Partners Mary Abbazia and Sean Welham, we are the authors of "The Accidental Marketer" published by Wiley. Through our book and our consulting practice, we help (mostly B2B) Accidental Marketers create unique and compelling strategies that differentiate their products and services from the competition. Our podcast addresses important B2B strategic marketing issues and is designed to he ...
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This is the Accidental Marketers podcast where we feature some of the best and brightest of the B2B Tech and SaaS world sharing some of their inspiring stories.
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The Strategy Shortcut You’re Probably Overlooking
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14:16In this episode, the team discusses how AI can uncover game-changing strategic analogies from outside your industry—but only if it’s first trained on your specific market landscape. They explore why AI isn’t a replacement for strategic thinking, but rather a tool that helps companies see opportunities they might otherwise miss.…
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AI in Strategic Analysis: Combining Technology with Expertise
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15:48In this episode, Mary, Sean, and Tom discuss how AI is transforming the analysis phase of strategic planning. The team emphasizes the importance of using AI as a tool to enhance decision-making—not replace it—while sharing real-world examples of how AI has helped clients uncover surprising insights and prioritize strategies effectively.…
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How AI Supercharges Wargaming for Strategic Planning
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14:46In this episode, Mary, Tom, and Sean dive into the transformative impact of AI on wargaming, a critical tool for strategic planning. The team explores how AI enhances preparation, realism, and scenario-building to help companies anticipate customer decisions and competitor reactions with unprecedented accuracy.…
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Lessons from the Rise and Fall of Giants: Intel, GE, and Beyond
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17:12The team reflects on the lessons learned from industry giants like Intel, GE, and Apple. Mary expresses her personal connection and frustration, noting the company’s past focus on trend anticipation and end-user insights. The conversation explores how giants lose their edge, the importance of disciplined leadership, and the potential for revival.…
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Trends and Technologies Shaping 2024 and Beyond
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17:12The close of the year is the perfect time to reflect on the major trends and events that have shaped 2024—and what they mean for marketers in the coming year.In this podcast, the team explores some of the year’s standout storiesImpact Planning Group による
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AI and the Coke Holiday Ad: Revolutionizing Marketing or Losing Authenticity?
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13:04Coca-Cola used AI to create 110 personalized versions of its iconic holiday ad in just three days. The discussion highlights how AI can revolutionize marketing efforts, but it also stresses the importance of maintaining authenticity and focusing on customer-centric strategies. Whether you're in B2C or B2B, this episode is packed with actionable ins…
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Lessons from Nike’s Challenges: What B2B Marketers Can Learn About Revitalizing Mature Products
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17:42Nike’s recent challenges underscore a truth all brands face: staying relevant in a competitive market isn’t easy. As B2B marketers, there’s a lot we can learn from the steps—and missteps—of a company like Nike, particularly when it comes to maintaining distribution partnerships, staying tuned to customer needs, and embracing strategic agility. Tom,…
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In this episode, Mary, Tom, and Sean discuss the inefficiencies of traditional finance-driven planning cycles and explore a more flexible, customer-centric approach to strategic planning. They emphasize how trends and customer needs should drive strategy rather than rigid annual reviews.Impact Planning Group による
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Leveraging AI to Transform Strategic Planning
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17:30In this episode, Mary, Tom, and Sean discuss the growing role of AI in strategic marketing and how it is transforming the way companies approach the planning process. As businesses face the challenge of lengthy planning cycles, AI offers a way to streamline market analysis and speed up strategy creation, allowing teams to focus more on creativity a…
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Market Shaping: Strategies for Redefining Your Competitive Landscape
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19:05In this episode, we explore the transformative potential of Artificial Intelligence (AI) in strategic marketing, focusing on how AI can enhance the effectiveness and innovation of marketing teams. Our discussion covers the ways AI can assist in generating ideas, understanding market trends, and driving strategic decisions.…
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What B2B Leaders Can Learn from Southwest Airlines’ Mistakes: Staying Ahead of Customer Needs
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16:54In this episode, we analyze Southwest Airlines’ recent policy shift from open seating to assigned seating, exploring how even the most successful companies can falter when they fail to adapt to changing customer needs. We translate this B2C lesson into actionable insights for B2B leaders, with three examples of how to avoid similar pitfalls in your…
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How Archetypes Dramatically Increase Regional Buy-In to Your Global Strategies
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16:06In this episode, we delve into the strategic importance of using archetypes to simplify and enhance global marketing and learning and development (L&D) strategies. Our conversation highlights how categorizing countries into archetypes can streamline program development, improve regional buy-in, and foster innovation.…
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Leveraging AI in Strategic Marketing: Insights and Innovations
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16:47In this episode, we explore the transformative potential of Artificial Intelligence (AI) in strategic marketing, focusing on how AI can enhance the effectiveness and innovation of marketing teams. Our discussion covers the ways AI can assist in generating ideas, understanding market trends, and driving strategic decisions.…
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Boost Your Business Strategy with the Magic of Predictive Tools
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18:04In this second episode of our two-part series on trend prediction, we delve deeper into the importance of identifying and understanding market trends and their implications. Our discussion revolves around notable predictions we've made using our analytical tools, emphasizing both successes and challenges in forecasting.…
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Can These Strategic Marketing Tools Help Your Team Anticipate The Future?
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19:39In this episode, we delve into the fascinating world of trend prediction and how our analytical tools have helped us foresee significant industry shifts. Our discussion revolves around three key predictions we've made, the tools that facilitated these insights, and the outcomes that validated our forecasts.…
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Is Your Business the only B2B Immune to Ozempic’s Impact?
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16:50In this episode, we delve into the far-reaching implications of Ozempic, a weight loss drug originally designed for diabetes management, and its potential impact on B2B businesses across various industries. Join us as we explore how this medical breakthrough is reshaping consumer behavior, healthcare trends, and industry dynamics.…
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Influencing with Impact: How to Secure Buy-In for Every Strategy (Part 3)
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19:07In this podcast, Mary, Tom, and Sean draw from their extensive experience of over 25 years in successful workshop facilitation, a crucial skill for top marketing leaders. In this episode, they delve into the third part of their 3-part series, offering insights to transform workshops into impactful change initiatives.…
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Influencing with Impact: How to Secure Buy-In for Every Strategy (Part 2)
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18:51In this 2nd podcast in a 3-part series, Mary, Tom and Sean share insights for marketers and product managers seeking to enhance their meeting facilitation skills. Focused on creating impactful workshops, the discussion revolves around crafting engaging learning experiences and ensuring the longevity of acquired knowledge beyond the workshop setting…
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What B2B's Can Learn from This Year's Best Super Bowl Ads
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18:54In this podcast, Mary, Tom and Sean delves into the intriguing world of Super Bowl ads. The team dissects the strategic decisions behind spending $6.5 million for a 30-second Super Bowl ad, exploring the valuable B2B lessons hidden within the glitz and glamour of the game’s mostly B2C ads.Impact Planning Group による
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Influencing with Impact: How to Secure Buy-In for Every Strategy (Part 1)
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23:19In this podcast, Mary, Tom and Sean share insights from their 25+ years of successful workshop facilitation – a key skill that the best marketing leaders have. In part 1 of this 3-part series, they explore the key elements that make cross-functional and customer brainstorming workshops effective.Impact Planning Group による
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What B2Bs Can Learn From 2023’s Top Marketing Stories
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18:32In this episode, Tom Spitale, Mary Abbazia, and Sean Welham reflect on pivotal 2023 events impacting B2B. Tom spotlights Disney+'s subscriber surge, Mary delves into Taylor Swift's IP mastery, and Sean explores Barnes & Noble's return to intimacy. All 3 cases come with a full discussion of the learnings and implications for B2B marketers.…
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How to Prepare for When Innovation is Actually Slower Than Expected
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16:03The electric vehicle (EV) market has hit a speed bump, catching the attention of marketing leaders seeking insights into the uneven trajectory of industry advancements. Mary, Sean and Tom explore the nuances of slowing EV sales, using a strategic marketing lens to extract valuable lessons for businesses launching new platforms.…
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B2B Lessons From Barnes & Noble’s B2C Success Vs. Amazon
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16:32In this insightful podcast, Mary, Sean and Tom unravel the mystery behind Barnes & Noble's enduring success in the face of fierce competition from Amazon. The trio dives into what makes Barnes & Noble stand out in an age where traditional bookstores often struggle.Impact Planning Group による
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Claritin's Allergy Crusade: A Breath of Fresh Marketing
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18:56In this thought-provoking episode, the team delves into Claritin's recent innovative ad campaign. Instead of focusing on the product, Claritin talks about its work to reduce allergies, which would actually decrease its sales! Does it work to actually create strategies to reduce the reliance on your products, if it resonates with your audiences’ bro…
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In this third episode about the role of marketing in organizations, the team goes deeper into a discussion about the role of tools in building strategic plans. They emphasize the importance of a structured approach to marketing and how tools can enhance creativity and innovation rather than stifling it. The hosts debunk the misconception that tools…
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