Marketing Espresso

2025 what an un-sexy year for marketing

Send us a textAfter 400 episodes of Marketing Espresso, I’m closing out 2025 with a deep reflection on how marketing has shifted - and what’s stayed the same. This year has been dominated by talk of AI, automation, and digital shortcuts, but what I’ve seen most clearly is that businesses who keep human connection at the heart of their marketing are the ones truly winning.In this episode, I unpack why AI can’t replace lived experience, why connection matters more than ever, and how businesses can balance innovation with authenticity. From conversations with tech experts to mentoring emerging marketers, I’ve seen firsthand that marketing is strongest when it’s rooted in empathy, strategy, and human insight.We talk about the rise of AI-generated marketing plans (and why they often miss the mark), the growing importance of customer retention, and why experience and strategic thinking can’t be replicated by algorithms. I also touch on how economic pressures are shaping consumer decisions, and why businesses must articulate and deliver value at every touchpoint.I wrap the year by reminding all of us that marketing isn’t about doing it all - it’s about doing what matters, doing it well, and doing it with purpose. Whether you’re a seasoned marketer or just finding your footing, this episode will help you refocus on what’s most important: the people behind every click, like, and sale.Key takeaways:Marketing strategy starts with understanding your customer, not your tech stack.AI is a tool, not a strategist - it can support your marketing, but not replace the human touch.Consumer behaviour continues to prove that people crave connection, authenticity, and value.Strategy and consistency trump volume every time - you don’t need to do everything at once.Marketing only works when your people, systems, and processes align behind it.Action steps for 2026: Take time to reflect on your marketing foundations. Ask yourself:Why does your business exist, and what makes it different?How are you creating genuine points of connection with your audience?Are your marketing and sales strategies truly aligned?What activities are driving results - and what’s just noise?DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative

Unlocking the potential of podcast guest appearances with Carrolee Moore

Send us a textIn this episode of Marketing Espresso, I sit down with the incredible Carrolee Moore from Texas to unpack the world of podcast guesting - and how to approach it strategically for genuine visibility and ROI.Carrolee shares her expert insights on what it really takes to be a great podcast guest, how to pitch yourself effectively, and how to make sure each appearance drives results for your business. We go beyond the surface chat and get real about why being intentional with your podcast appearances matters more than ever.We also talk about the growing trend of paid podcast guest spots, why you should never pitch a podcast you haven’t listened to, and how to treat guesting like a long-term brand strategy rather than a quick marketing hit.We dig into:How to identify podcasts that align with your goals and values.The importance of crafting a thoughtful pitch that focuses on value for the host and their audience.Why fostering relationships after recording can create powerful collaborations and opportunities.Smart ways to repurpose podcast appearances - from blog content to social media snippets - and why SEO should always be part of the plan.How to prepare for your first interview so you sound confident and authentic.Carrolee’s approach to podcast guesting is about more than visibility - it’s about connection, credibility, and creating content that keeps working for you long after the recording ends.Key Takeaways & Actions: If you want to start getting featured on podcasts or make your current appearances more impactful, this conversation is your roadmap. Focus on podcasts that speak to your audience, tailor your pitch to the host’s community, and always track your results. Think beyond the mic — how can you repurpose each appearance for long-term brand growth?Connect with Carrolee:LinkedInLink to courseDOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative

When sales and marketing speak the same language with Dominic Parsonson

Send us a textSales and marketing are often seen as two sides of the same coin - but in far too many businesses, they’re operating worlds apart. In this episode of Marketing Espresso, I sit down with Dominic Parsonson to explore why sales and marketing alignment isn’t just “nice to have” - it’s essential for business growth.Dominic brings decades of experience in sales leadership and CRM implementation, and together we dive into why misalignment happens, what it costs businesses, and how to fix it. From shared KPIs to better communication between departments, we unpack how teams can move from blame to collaboration.We also talk about why CRMs fail when they’re treated as IT projects, how leadership buy-in makes or breaks success, and why understanding your customer journey requires everyone - from the C-suite to the factory floor - to be involved.This is a practical and candid conversation for anyone in sales, marketing, or management who’s tired of hearing “the leads are rubbish” or “sales just don’t follow up.”Key TakeawaysTrue alignment between sales and marketing starts with communication. Both teams need to speak the same language, share common goals, and understand that they rely on each other’s success. CRMs should be tools that serve people - not admin burdens - and leadership needs to set the tone by fostering collaboration rather than competition.When salespeople spend time with marketers (and vice versa), they gain invaluable insight into customer needs and the buyer journey. It’s through these connections that messaging becomes sharper, strategy becomes stronger, and customers experience a unified brand.Actions You Can TakeGet your sales, marketing, and leadership teams in the same room to define your shared value proposition and ideal customer profile.Create at least one shared KPI that both departments are accountable for - such as revenue growth or lead-to-conversion rate.Review your CRM setup. Is it helping both teams do their jobs better, or is it just collecting dust?Encourage team “ride-alongs” - let marketers shadow sales calls, and salespeople spend time in marketing meetings.Build open communication habits. A casual lunch between departments can often solve more problems than another formal meeting.When sales and marketing start speaking the same language, the business grows faster - and everyone wins.Connect with DominicLinkedInWebsiteDOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative

What does AI mean for story sharing? With Nimarta Verma

Send us a textStorytelling has always been at the heart of human connection - it’s how we share meaning, build trust, and make sense of the world around us. But in the age of artificial intelligence, how do we keep our stories human?In this episode of Marketing Espresso, I’m joined by writer and brand storytelling expert Nimarta Verma to unpack the role of AI in content creation and what it means for the future of storytelling. We explore whether AI can truly replicate human emotion, how it’s changing the way we communicate, and why creativity still matters more than ever.Nimarta shares some powerful examples, including how AI-generated content often misses the emotional nuance that makes stories memorable. From writing birthday cards to wedding vows, we talk about where the line sits between helpful automation and losing our human touch entirely.This conversation is for anyone who creates content - whether you’re a marketer, business owner, or creative - and has wondered how to balance efficiency with authenticity.Key Takeaways:AI can help with structure and polish, but it can’t replace lived experience or emotional connection.When you outsource creativity, you risk disconnecting from your brand and your purpose.Your personal stories - your memories, your reflections, your lessons — are irreplaceable assets in your content.Writing is thinking. The process itself nurtures creativity and helps you connect to your own message.Don’t outsource the heart of your work. Use AI to assist, not replace, your creative process.Actions:Reflect on your last few pieces of content - did they come from your lived experience or from a machine?Revisit a key story from your business journey and write it out in your own words before asking AI to refine it.If you’re using AI, set boundaries. Decide which parts of your process it supports, and which remain fully yours.Make time for creative writing, even 10 minutes a day helps you stay connected to your voice and ideas.Connect with NimartaDownload: "How To Lead with Trust through StorySharing™ — in 5 Simple Steps" https://disruptor-brand.kit.com/leadwithtrustLinkedInDOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative

Clear is better than Clever - Brand positioning the game changer with Asthaar Kool

Send us a textIn this episode of Marketing Espresso, I’m joined by Asthaar Kool to talk about one of the most powerful parts of business - positioning. It’s that invisible thread that determines whether people instantly get what you do, or scroll past your brand entirely.Asthaar explains that product positioning helps people choose you, while brand positioning helps them stay. Together, they form the foundation of everything you do in marketing & sales.We explore the difference between positioning & messaging, why clarity always beats cleverness, and how businesses can identify what truly makes them stand out. Asthaar shares real-world examples, including the famous muffin vs cake story that perfectly illustrates how a simple change in context completely shifts perception, pricing, and audience.We also dive into the practical side of repositioning - collecting customer feedback, defining your top three strengths, understanding your audience’s mindset, and refining how you talk about your product or service. Asthaar shares how your website, your sales process, and even your tone of voice all reflect your positioning whether you realise it or not.We discuss common mistakes - like pretending to be bigger than you are, leading with vague promises e.g “save time” or “increase revenue,” or using trendy buzzwords like AI without a real differentiator.Key takeaway: Being clear beats being clever every single time. People buy what they understand, not what sounds fancy.Action step: Audit your brand & website. Can someone who’s never heard of you understand what you do, who you help, & why it matters within five seconds? If not, it’s time to revisit your positioning. Be specific, stay curious, & keep listening to your customers - because their feedback is your best data.Connect with Asthaar:websiteInstagramDOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/Instagram @bec_chappellLinkedIn – Bec Chappell If you're ready to work together, I'm ready to work with you and your team.How to work with me:1. Marketing foundations and strategy consultation 2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders3. Book me as a speaker or advisor for your organisation4. Get me on your podcastThis podcast has been produced and edited by Snappystreet Creative