Marketing Power

I was recently asked to give a Marketing Keynote at the SME Live Expo. I had just watched the movie Steve Jobs and was thinking about how some people embrace marketing - as a science as well as an art - and how others see it as a cost, viewing it with suspicion and almost as a necessary evil. Which is puzzling, because marketing is what powers a business. The only time it is a drain on the organisation is if you don't understand what it is or you are doing it wrong. So I decided to put together a marketing manifesto for business leaders, of what's important to understand about the power of marketing. Here is the deck that I presented with the top 10 things to know and care about.

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Susanna Kempe

CEO, Flying Trumpets

A digital, marketing leader with 20+ years experience in international B2B and media businesses, the last 15 of them at Board level. Susanna's digital experience includes being CEO of the iconic WGSN, growing its customer base and profits to historic highs. An American, German, Brit, she understands global markets completely, has worked all over the world and launched businesses in China, Japan and India. Her extensive M&A experience includes buying a whole portfolio of Performance Improvement businesses, data businesses and successful PE exits. Susanna is steeped in events experience. She began her career at IIR and was part of the management team that sold to Informa. There she was the CMO before moving to Emap Networks as CEO, transforming the events business and achieving record profits. She was also a NED of WTG and the interim CEO of Industry Dynamics. More recently while the Global Partner for Content and Marketing at Brunswick Group, she implemented a new digital first strategy, GTM approach and corporate re-brand. Susanna is now the CEO of the Laidlaw Foundation which invests in the education of the underprivileged and under represented in order to break the cycle of poverty, reduce inequality and produce a new generation of leaders. She also has her own boutique consultancy, Flying Trumpets, helping CEOs and Boards position their personal brands and grow their company profits through content, marketing, innovation and digital.