Ahead of the Game

• An Insider’s Look at Product Marketing

  How often do innovators ask themselves if someone really needs their products? In this episode of the DMI podcast, host Will Francis speaks with Laurier Mandin, founder of Graphos Product and author of I Need That. With over 30 years helping innovators bring ideas to life, Laurier reveals how brands can turn customer wants into needs by focusing on empathy, validation, and true problem-solving. Laurier shares lessons from working with sustainable B2B products like recycled wind-turbine materials and explains why many innovators still skip the crucial step of validating whether anyone needs what they’re building. He also discusses the psychology behind purchase decisions, our “dog brain” versus “tank brain”, and why clarity and simplicity in messaging always win.Laurier’s Top 3 Tips for MarketersValidate properly: Test your product with real money or real commitment, not just surveys.Go beyond MVP to “MWP” (Minimum Wow Product): Build something that makes people say wow, not just it works.Focus on empathy and clarity: Cut the clutter, connect emotionally, and make the need unmistakable.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!1:00 – Why “need” trumps “want” in marketing psychology4:40 – Pain points and empathy: How to connect like Steve Jobs9:00 – Building trust and shared purpose with customers11:00 – Inside Laurier’s work: guiding innovators and building go-to-market roadmaps13:00 – Case study: Recycling wind-turbine blades into building materials16:00 – How to persuade risk-averse buyers to adopt innovation20:00 – Getting involved early: linking product development and marketing24:00 – Finding the original need behind every innovation27:00 – Why simplicity beats features (and what Apple teaches us)33:00 – Positioning for your tribe: how similar products can coexist34:00 – Lessons from I Need That: validation, emotion, and the “dog brain”38:00 – How to run validation that actually works44:00 – Laurier’s “Innovative Product Go-to-Market Roadmap” explained48:00 – Using AI to accelerate, but not replace, expertise49:00 – Which marketing channels work best today55:00 – Balancing paid and organic: why SEO still matters57:30 – Laurier’s top advice for innovators

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• Smarter Marketing with Better Insights

  What’s the key to turning research into lasting brand growth? In this episode of the DMI podcast, host ⁠Will Francis⁠ speaks with ⁠Heather O’Shea⁠, Chief Research Officer at Alter Agents. With a career spanning Snapchat, Twitter, and Kantar, Heather shares her expertise on consumer insights, research methods, and how brands can better understand their audiences. She explores how qualitative and quantitative research work together, how AI is transforming the speed of insights, and how neuroscience reveals subconscious behaviors. Heather also discusses shifting consumer values, particularly among Gen Zers, the pitfalls of obsessing over clicks, and why marketers should focus on long-term brand growth. She also reflects on her move from client-side to agency-side research and offers practical advice for marketers looking to get closer to their audiences.What You'll Learn:How leading brands use insights to tackle tough business challengesThe difference between qualitative and quantitative research, and when to use eachWhy AI is transforming qualitative analysis and speeding up researchThe role of neuroscience in uncovering subconscious consumer behaviorsHow platforms like Snapchat use research to guide marketers on effective activationThe shift from client-side to agency-side research, and what that means for insights workHeather’s Top 3 Tips for Effective Research Give people space — During research, step back and let conversations flow naturally to reveal unexpected insightsLook past your assumptions — Keep an open mind to discover what you weren’t looking for.Move beyond clicks — Prioritize meaningful metrics that show true impact and support long-term brand growthThe Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!0:03:38 – What keeps brands up at night: premium, value, and video influence0:07:09 – Why Gen Z expects brands to take a stand0:09:32 – Research methods: qualitative, quantitative & mobile ethnographies0:14:19 – Using neuroscience and immersion to uncover true behavior0:16:55 – Strengths and drawbacks of qualitative vs. quantitative research0:21:11 – How AI helps analyze unstructured qualitative data0:25:50 – Partnering with platforms like Snapchat for trend insights0:31:42 – Moving from client-side to agency-side research0:35:16 – Heather’s career lessons & finding the right fit0:44:14 – The future of market research & role of AI0:47:40 – Practical tips to better understand your audience0:50:22 – The one metric Heather would scrap: clicks

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• Global Marketing Job Trends

  Looking for a new role and disheartened by the job market? In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ chats with ⁠Terry Payne⁠⁠ of Aspire Recruitment and Executive Edge about the findings from Aspire’s recent report on digital marketing salaries across 5 different territories. They get stuck into how the job market has shifted at every level, from the decline in entry-level roles to the boom in senior positions. Terry shares insights on regional hiring trends, salary expectations across markets, and how AI is actually reshaping recruitment. He also gives practical advice for job seekers navigating today’s highly competitive, candidate-driven market. You can view and download the 2025 Salary Guides on the DMI website. They cover four key regions: the UK, the US, MENA, and APAC.What You'll Learn:How AI is impacting entry-level, mid-level, and senior marketing rolesThe regions and industries driving growth in marketing jobsSalary trends across the UK, US, Dubai, and Asia in 2025How hybrid work is replacing remote-first opportunitiesPractical strategies for standing out as a candidate in a crowded job marketTop 3 Tips for Job SeekersHumanize your profile – LinkedIn is your shop window, so keep it sharp, authentic, and supported with testimonials.Practice, practice, practice – Prepare for interviews by rehearsing competency-based answers with real, measurable achievements.Be resilient – Volume is key. Keep applying, networking, and following up—don’t get disheartened by knockbacks.The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on ⁠⁠⁠⁠YouTube, Apple Podcasts⁠⁠⁠⁠, ⁠⁠⁠⁠Spotify⁠⁠⁠⁠, and ⁠⁠⁠⁠all other podcast platforms.And if you enjoyed this episode please leave a review so others can find us. If you have other feedback for or would like to be a guest on the show, email the podcast team!Timestamps & Key Sections0:00:51 – Overview of the job market shifts in 20250:04:23 – How AI is reshaping entry-level opportunities0:08:14 – Growth in senior roles and startup demand for CMOs0:11:51 – Rising demand for SEO, social media, and data roles0:13:27 – Regional differences: Middle East growth, US recovery, UK resilience0:16:51 – The decline of remote roles and rise of hybrid work0:19:34 – 2025 Salary Guide: key trends and rising pay gaps0:24:10 – Which sectors are driving salary increases0:30:05 – Managing unrealistic workloads and setting expectations0:32:55 – How to stand out when applying for jobs0:37:35 – Building a strong LinkedIn profile and showing your “sizzle”0:43:32 – Preparing for interviews and presentations0:46:49 – The importance of communication and leadership “power skills”0:50:43 – Terry’s three top tips for job seekers

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• Practical Entrepreneurship for Marketers

  In this episode of the DMI podcast, host Will Francis speaks with Faisal Laljee, entrepreneur and growth strategist, about the intersection of entrepreneurship and marketing. Faisal shares his insights on risk-taking, growth hacking, customer acquisition, and building brands that last. From the importance of testing ideas early to the realities of startup funding, he explains how marketers and entrepreneurs can think like an entrepreneur to drive meaningful growth.What You’ll LearnWhy entrepreneurs need to focus less on perfection and more on getting products in front of customers.How early customers can become your most valuable advocates and growth drivers.Is SEO overrated?Why brand is inseparable from early business strategy.Why not all investor money is good money.Top 3 Tips from FaisalKnow your co-founders – Think of it as an “entrepreneurial prenup.” Shared values, commitment levels, and expectations matter more than complementary skills.Double your marketing budget – Customer acquisition costs are always higher than you think. Planning conservatively helps you build a sustainable business.Be selective with funding – Not all investment is good investment. Take money from the right sources, not just anyone willing to offer it.Timestamps & Key Sections01:28 – From corporate marketing to startups02:54 – The big shift: traditional marketing to digital05:13 – The #1 problem startups face: finding the right customer06:57 – Why entrepreneurs need to test ideas early and avoid perfectionism09:01 – Applying entrepreneurial thinking to marketing11:10 – Are personas outdated? How to approach customer profiling13:42 – Building trust through community engagement15:32 – Overcoming rejection and embracing failure in marketing16:57 – Growth hacking: experiment, measure, adapt19:08 – Paid ads vs. organic growth for startups22:33 – Turning early customers into advocates24:29 – Overrated and underrated digital channels29:33 – Why brand = business strategy33:54 – The importance of mentors and career planning39:03 – Faisal’s top 3 tips for new founders

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• How to Get Youth Marketing Right

  In this episode of the DMI podcast, host ⁠⁠Will Francis⁠⁠ speaks with ⁠⁠Maurice Wheeler⁠⁠, CEO of We Are Family, a specialist agency focused on research, strategy, and creative work for brands that market to children, teens, and families. Maurice shares how his agency helps household-name brands like Nickelodeon, Hasbro, and Moonbug understand rapidly shifting youth trends – from meme culture to Roblox – while staying legally compliant and ethically sound.This episode digs into how marketing to under-18s must balance creativity with a deep understanding of cognitive development, parental expectations, and platform dynamics. Maurice also explains how his agency conducts global research with thousands of children annually and why “marketing without manipulation” is their north star.What You’ll Learn:Why audience insight matters more than ever in youth marketingHow to ethically and legally engage under-18sThe importance of cognitive development in content designWhat platforms kids really use – and howWhy screen time post-COVID is evolving againHow to balance messaging across kids, parents, and platformsWhere influencer marketing fits – and where it doesn’tWhy creativity must thrive inside tight guardrailsTop 3 Tips from Maurice:Talk to kids constantly: Research can't be replaced by reports. Direct conversations reveal the truth.Learn the rules: Global youth marketing demands obsessive knowledge of local legal and ethical guidelines.Immerse yourself in their world: Play Roblox, scroll YouTube Shorts, and understand meme culture. You can’t market what you don’t experience.Timestamps01:00 – How brands stay in touch with kids’ realities02:30 – Meme trends, masculinity, and parenting shifts post-COVID05:15 – How brands act on research and insights07:44 – The challenge of ethical creativity in marketing to kids11:30 – Why guardrails make for better creativity13:49 – Breaking down under-18s into real audience cohorts16:38 – Running global research with very young children19:14 – Sharing vs. owning insights: what gets published20:50 – Developmental personas vs. traditional marketing personas23:00 – The Venn diagram of kids, parents, and platforms26:43 – Creating immersive brand experiences in Roblox30:07 – Influencer marketing and where to draw the line32:10 – Marketing ethics in YouTube content for kids34:04 – How Maurice parented with a marketer’s mindset36:25 – What metrics really matter in this space39:48 – The rise of co-viewing and why it’s good news41:55 – Maurice’s early career from Leo Burnett to Disney47:51 – What’s changed most in 20+ years of marketing53:39 – AI in research and creativity: risks and realities59:00 – Maurice’s 3 must-do tips for youth marketers

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