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Lucy Alexander on The Six Sells Podcast
In this episode of The Six Sells Podcast, Mike Nicholson from Six Sells spoke with Lucy Alexander, Director of Insight & Analytics, at the Financial Times.
Lucy began her career in 2009 at the Telegraph during the credit crunch, and has since worked at Channel 4, Burberry, and ASOS before joining the FT eight years ago.
This episode touched upon many topics which include:
The collaborative environment and high-quality work culture at the FT, with an emphasis on a team effort and long-term employee retention.
The importance of understanding that you are not your customer.
FT’s trust is built on sound business practices and top-tier journalism.
How trust is measured
The importance of data in supporting advertising, subscription strategies, and overall business decisions.
How ‘data democratisation’ allows teams to access and utilise data independently, which supports decision-making across departments, from advertising to editorial strategy.
Balancing free and subscription offers to maximise reader engagement.
FT is experimenting with AI tools like ChatGPT and has partnered with OpenAI to enhance workflows and improve efficiency.
Lucy also talked about the importance of integrating AI while being mindful of ethical considerations.
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The Six Sells Podcast is published by Six Sells, a B2B communications agency for executives.
The two directors of Six Sells, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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Mike Nicholson recently (June 2024) spoke with Karen Stacey, CEO, at Digital Cinema Media about UK cinema, advertising and much more.
Karen spoke about what she is most proud of, leading a media business that dropped to zero revenue overnight during Covid, attention metrics as they relate to cinema advertising, her role at WACL and much more.
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The Six Sells Podcast is published by Six Sells, a B2B communications agency for executives.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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In this episode of The Six Sells Podcast, Mike Nicholson speaks with Alistair Hill, CEO, at On Device.
This conversation is centred around modern brand lift measurement.
Alistair and Mike talk about how brand advertising is an investment, not a cost, how advertising works passively, why brands should embrace media fragmentation, the magic in the media plan, and much more.
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The Six Sells Podcast is published by Six Sells, a B2B communications agency for executives.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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Paul Wright, Head of Uber Advertising, UK and Eire, speaks to Mike Nicholson at Six Sells about a wide range of topics that include:
- Working media agency side
- Selling to media agencies
- The Uber Advertising team
- Advertising strategy
- Media moments
In between all of that, there are so many pearls of wisdom that will help you become better at your jobs.
Enjoy!
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In this episode of The Six Sells Podcast, Chloe Hawking, CEO of Kinesso UK spoke to Mike Nicholson at Six Sells about a range of topics including:
Digital Marketing Agency-Client Relationship People Development Retail Media Performance Marketing AI in Marketing Operational Efficiency Future Marketing Trends* * * * * *
The Six Sells Podcast is published by Six Sells, a B2B communications agency for executives.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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In episode #77 of The Six Sells Podcast, Mike Nicholson talks to Kara Osborne, CEO at UM London.
The conversation was wide ranging, starting from Kara's early career at GM Motors and the early days of big data right up to the future of AI.
Some of the topics covered include:
Hear the story of how Kara interviewed for and accepted a top marketing job on the same day!
The early days of big data and how to organise it.
Kara’s view on the role of technology and AI in media planning and buying.
Possible ethical and creative issues that AI presents.
The dynamics of the agency/client relationship, and how that has changed.
Made for advertising sites, the definition, the value and the role of data in identifying valuable media.
Listen to Kara talk about why "the future is gonna be less about training engineers and more about asking smart questions"
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The Six Sells Podcast is published by Six Sells, a B2B communications agency for executives.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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In episode #78 of The Six Sells Podcast, Mike Nicholson met with Jon Waite, Global Managing Director at Havas Media.
The conversation was a wide ranging and touched upon attention metrics, meaningful media, media and creative teams working together, retail media, and even had a tip for media sellers.
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www.sixsells.co.uk
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Six Sells is a global B2B communications agency based in London that serves B2B organisations in many industries, with a particular focus on media, advertising, adtech, and martech.
We help you reach your audiences by creating words, pictures, and videos that enable your people to tell stories, which lead towards the value that your company offers. -
In this episode of The Six Sells Podcast, Mike Nicholson speaks with Joy Dean, Head of Addressable Attention, UK, Tobii ATTEX.
Mike has spoken to most of the attention vendors in the industry over the years, yet Tobii are possibly the largest vendor that you have never heard of?
Joy and Mike discus the attention landscape, and Tobii's belief that always on, passively collected, locally sourced ground truth data is essential to ensure that your measurement models are based on the real world.
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Six Sells is a B2B communications agency.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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In this episode of The Six Sells Podcast, Mike Nicholson from Six Sells speaks with Nick Ashley from the Tesco Media & Insights Platform about Retail Media:
- What is it and how should it be defined?
- Is it an opportunity or a threat to the open web?
- Tesco Clubcard data and how to activate it
- Omnichannel advertising 'from sofa to store'
- Examples and case studies
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Six Sells is a B2B communications agency.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people. We call our approach #PeopleShapedComms
Email [email protected] for more information.
www.sixsells.co.uk
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In this episode of The Six Sells Podcast, Mike Nicholson speaks with Tom Sweeney, VP of Influencer, at Brainlabs.
At Six Sells we have long understood that people pay a lot more attention to the personable content of people than they do to corporate content published by brands.
It's no wonder then that influencer marketing has evolved in a significant way. It used to be thought of by marketers as a brand or PR play, but is now delivering tangible business results at every stage of the funnel.
This fascinating conversation covered many topics which include:
‣ What is influencer marketing
‣ B2B influencer marketing
‣ Brands adopting home grown influencers
‣ How organic + paid is ‘a no brainer’
‣ Influencer + SEO is a game changer
Tom offers some really fascinating insights into how influencer marketing is performing best today, and how it will perform even better in the future.
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Six Sells is a B2B communications agency for senior executives.
The two directors, Karen and Mike Nicholson, have a combined 60 years experience in media, advertising, publishing and consulting businesses, and in sales, business development and marketing roles.
On social media, people pay far more attention to the personable content of people than they do to the corporate content of brands.
With that in mind, we help your senior client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services via your people.
Email [email protected] for more information.
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In this episode, Mike Nicholson talked to Dan Gee, Global Lead, Advertising, at WeTransfer.
The podcast covers the importance of creativity in digital advertising, and how bringing media and creative people closer together is rarely a bad idea - a challenge that WeTransfer addresses with an internal creative studio who work with advertisers to optimise their campaigns for the platform's unique format, ensuring high impact, and effective messaging.
Mike and Dan also delved into attention metrics, and the shift from traditional viewability metrics to attention metrics in digital advertising.
The attention metrics conversation also covered the environmental impact of billions of ad impressions, with zero attention, in the digital advertising space.
Please follow The Six Sells Podcast on Spotify, and consider giving the show a 5-star rating if you have enjoyed any of our episodes.
#advertising #attentioneconomy #marketing #creativity
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Mike Nicholson speaks to Claire Gleeson-Landry, Head of Investment & Sustainable Media, at Good-Loop, about advertising for good.
When brands, consumers, and publishers are on the same 'good' page, together advertising can make a positive impact in the world.
This conversation covered a number of topics which include:
‣ The carbon emissions emitted by digital advertising.
‣ Being more intentional about media planning.
‣ Sustainability - are we talking or acting?
‣ The media agency view.
‣ Carbon estimators.
‣ Approaching carbon reduction targets.
‣ Risks of green-washing and green-hushing.
‣ How can we all make small changes that add up?
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Six Sells is a B2B communications agency.
Our directors, Karen and Mike, have a combined 60 years of marketing, sales and business development experience within media, advertising, adtech and consulting businesses.
www.sixsells.co.uk
#media #adtech #advertising #marketing
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In this episode, Mike Nicholson at Six Sells speaks to John Kearon, co-founder and president of System1 Group.
John has a career that spans spells working at a brand, a media agency, and now works on the creative side.
Above all, this is a wonderful story about perseverance and resilience.
New ideas often take time to get traction. When we consider that human decision making is influenced heavily by what we did before, and what is everybody else doing, something brand new is bound to take time.
Even so, to have the resilience to carry on for 21 months without a single client, as John talks about in this episode, is an amazing and inspirational story. During that time, John talks about living hand to mouth, and doing a little consulting here and there to try and pay the bills.
During this time, John was working on what he describes as an evolutionary algorithm; Generate, Test, Fail and Learn.
Then in month 22, everything changed...
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In this episode of The Six Sells Podcast, Mike Nicholson had a conversation with Cameron Church, Founder at Watching That.
We discussed analytics for the Future of TV, and lots more!
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In this episode of The Six Sells Podcast, Mike Nicholson talks with Marc Guldimann about the three metrics to pay attention to as it relates to advertising attention.
Marc is the CEO of Adelaide, who are an industry leader in the rapidly growing field of real-time attention measurement.
In this discussion, Marc and Mike talked about the pros and cons of eye-tracking data versus probabilistic page level data, and 'the third wave of attention which relates to outcomes.
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Six Sells is a B2B communications agency for sales and marketing leaders.
We help your client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services.
Email [email protected] for more information.
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Rachel Powney has held senior marketing positions at companies that include Verizon, OpenX and Unruly.
In this episode of The Six Sells Podcast, Mike Nicholson talks to Rachel about customer centricity, creativity, and how we might better align the sales and marketing functions within B2B organisations.
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Six Sells is a B2B communications agency for sales and marketing leaders.
We help your client-facing people to speak to more of your ideal clients, more often, via social media and personable content.
We offer training, consulting or done-for-you services, which increase the awareness, familiarity, trust and interest in your company and its products and services.
Email [email protected] for more information -
The scariest number in B2B Marketing?
According to 'hot-off-the-press' research by The B2B Institute, having researched 7,046 companies across five different verticals, that number is 16%.
16% represents the piffling average overlap between the people seeing marketing communications and the people seeing sales comms.
Here's a few thoughts about why that is such a big issue, and what we might do about it.
If you listen via the player on our website, you can review my suggestions at the same time - https://www.sixsells.co.uk/blog/the-16-gap-between-b2b-sales-and-marketing-communications
www.sixsells.co.uk
#PeopleShapedComms
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How do you marry the need for scale in your sales messaging, with the 1-2-1, more personalised, bespoke communications?
I'll give you my thoughts on that in these 7 minutes.
The inspiration for this new, shorter format was a question I was asked after publishing the interview with Barney Worfolk-Smith on the state of B2B sales.
When asked a question that doesn't have a simple answer, I often reply with a voice note in Slack, WhatsApp or wherever.
It's quicker, easier and more personable. I decided to trial publishing those voice notes to a wider audience, to see if they were helpful to people other than the author of the question.
Please let me know your thoughts - if these shorter voice notes are helpful I'll continue them, if not, I will stop! 🧡
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Six Sells is a B2B Communication agency for sales and marketing leaders.
We offer bespoke training, consulting, or done-for-you services that can help you with your B2B sales and marketing efforts.
Email [email protected] for more information, and Karen or Mike will get back to you right away.
www.sixsells.co.uk
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Are you contributing to the "avalanche of irrelevance" in buyers inboxes?
In this 'must-listen' episode of The Six Sells Podcast, Mike Nicholson of Six Sells speaks with Barney Worfolk-Smith of DAIVID about how cold B2B sales is fast becoming a "lose, lose, lose, lose" game.
Being the 'familiar signal' and not the noise is essential for success when our clients are drowning in email.
#b2bsales #sales #marketing #advertising #media
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Mark Challinor is Media Advertising Initiative Lead at INMA, The International News Media Association.
In this episode, Mark talks with Mike Nicholson at Six Sells about the 'heaven and hell' of AI with his publishers hat on.
#ai #publishing #advertising #inma
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