Best Alex McLellan Podcasts (2025)

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95. How to Rank in ChatGPT w. Joe Alder 41:23

Play Pause

9h ago41:23

41:23

Ranking in ChatGPT is now one of the most urgent challenges in digital marketing. With millions of Australians using AI search every week, the question for in-house marketers isn’t whether ChatGPT is shaping buyer journeys anymore, it’s how to make sure your brand is visible where and when it matters most. In this episode of the Smarter Marketer Po…

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94. Winning B2B Messaging: How to Build a Perspective That Cuts Through w. Alex James 40:26

14d ago40:26

40:26

As competition heats up across professional services, simply telling people what you do is no longer enough. The difference between winning and blending in ultimately comes down to perspective: how you see the world, not just what you sell. Too often, brands overlook this, falling back on cliche messaging in their industry that leaves buyers unmove…

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93. Marketing for Turbulent Times - Kantar and the Australian Marketing Landscape 42:12

28d ago42:12

42:12

Marketing in 2025 is being shaped by what some experts call a 'polycrisis' - disruption layered upon disruption. From global conflicts to inflation to AI-driven job shifts, the market conditions facing both brands and consumers are becoming more complex and unpredictable. For marketers, the challenge isn’t just keeping up; it’s finding ways to cut …

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92. Current vs Future Demand: Why Mental Availability Matters w. Nick Palmer 35:59

1M ago35:59

35:59

Most marketers are pressured to focus their energy on the 5% of buyers ready to purchase today, but what about the 95% who aren’t in market yet? Ignoring them likely means missing your biggest growth opportunity. Building mental availability with future buyers is critical, yet often overlooked in the rush to chase immediate sales. In this episode, …

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91. The Secret to B2B Marketing: Owning a Perspective w. Alex James 49:28

2M ago49:28

49:28

B2B service firms have been told to niche down, build helpful content and trust the funnel. But in today’s competitive market, where everyone is applying the same formula, it’s not enough to stand out. When every firm looks and sounds the same, buyers tune out. In this episode, Host James Lawrence, Co-Founder of Rocket Agency, sits down with B2B me…

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90. Marketing to Gen Z and Gen Alpha w. Katy Richardson 27:06

2M ago27:06

27:06

What happens when a generation that grew up online starts leading your marketing conversations? Host James Lawrence speaks with Katy Richardson, Global Head of Marketing at student living app Housr, about how Gen Z - and soon Gen Alpha - are rewriting the rules of brand engagement. Key Takeaways: How Gen Z is already influencing both consumer and B…

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89. Beyond the Hype: AI’s Real Impact on Australian Marketers in 2025 w. David Lawrence 38:24

3M ago38:24

38:24

We’re halfway through 2025 and AI is the buzzword on everyone's lips. And while it’s changing marketing fast, is the hype legitimate? Host James Lawrence is joined by Rocket Agency’s co-founder, David Lawrence, to unpack what AI adoption actually looks like on the ground, and how Australian marketers can equip themselves for what’s to come - inside…

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88. Dr. Robert Cialdini on Persuasion and Influence in Modern Marketing 53:16

3M ago53:16

53:16

What makes people say "yes"? Rocket Agency’s Co-Founder James Lawrence sits down with Dr. Robert Cialdini, the godfather of influence and the world’s foremost authority on the psychology of persuasion, to talk about the timeless principles behind his work, his seventh principle of influence - Unity - and how AI, ethics and empathy are shaping persu…

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87. Is ChatGPT Killing Google? Optimising for LLMs, AIO, and the Truth About AI and SEO in 2025 w. Joe Alder 37:19

4M ago37:19

37:19

With the growth of AI and LLMs like ChatGPT, the question "Is Google dying?" is often being asked. In this episode, James Lawrence sits down with Rocket’s Head of SEO, Joe Alder, to cut through the hype and discuss the facts about how AI is impacting SEO and search traffic in 2025. The conversation is backed by Australian-first research from Rocket…

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86. Why Client-Agency Relationships Fail - And How to Fix Them w. Drew McLellan 39:05

4M ago39:05

39:05

In-house marketers and agency leaders don’t always speak the same language - but when they do, the results can be game-changing. In this episode, host James Lawrence sits down with Drew McLellan, CEO of the Agency Management Institute, to unpack what makes agency relationships thrive or fail. Whether you're managing one agency or several, or consid…

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85. How to Build Desire in Luxury and Property Markets w. Giverny Reid 29:17

5M ago29:17

29:17

People don’t buy luxury for utility. In high-end markets, purchase decisions are driven by emotion, identity and status - not features or price points. For marketers in the high-end space, this changes everything. In this episode of Smarter Marketer, Giverny Reid - Director at creative property marketing firm &Only and former Creative and Marketing…

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John Keating: We Get to Go to a Ballgame Every Day 24:31

5M ago24:31

24:31

Daniella Bruce sits down with longtime Detroit sportscaster John Keating in this special edition of The Conversation Line. As Keating prepares to retire at the end of the Red Wings season, the two reflect on his remarkable career— from covering iconic Detroit sports moments to becoming a staple of Red Wings broadcasts. He shares how it felt to be h…

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84. State of the Pitch 2025 w. Darren Woolley 44:45

5M ago44:45

44:45

The agency pitch process is one of the most important - yet deeply flawed - aspects of the marketer-agency relationship. In this Smarter Marketer Podcast episode, Host James Lawrence talks about the realities of modern-day pitching with someone who’s been at the coalface for decades: industry veteran Darren Woolley, Founder and CEO of TrinityP3. Da…

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Austin Watson: Tough character 27:30

6M ago27:30

27:30

Ken Kal sits down with Red Wings forward Austin Watson. Known for his physical style of play, Watson discusses his role as an enforcer, his mindset when dropping the gloves, and the importance of standing up for his teammates. He reflects on his journey to Detroit, sharing experiences from his time in Nashville and what it means to join the team he…

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Trey Augustine: One Game at a Time 11:24

6M ago11:24

11:24

Daniella Bruce sits down with Red Wings goaltending prospect and current Michigan State Spartans netminder, Trey Augustine. The two discuss Augustine’s standout season, including being named Big Ten Goaltender of the Year and a finalist for the Mike Richter Award, as well as his growth from year to year. What has he improved on the most? How has pl…

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83. Emails with Mailchimp: The Power of First-Party Data, AI, Great Creative and More w. Anthony Capano 34:27

6M ago34:27

34:27

Email marketing might not be the newest toy in the digital toolbox, but it’s still one of the most powerful. In a time when AI is transforming how we work and big platforms are making it harder for businesses to own audience relationships, marketers are turning back to the basics - and doing them better. Host James Lawrence sits down with Anthony C…

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Kris Draper: The grind never stops 31:55

6M ago31:55

31:55

Daniella Bruce and Ken Kal sit down with Red Wings assistant general manager and director of amateur scouting, Kris Draper. The trio dives into Draper’s transition from player to front-office leader, his approach to scouting, and how he’s helping shape the future of the Red Wings. How has player development evolved since his playing days? What does…

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Craig Smith: Detroit feels like home 16:25

6M ago16:25

16:25

Daniella Bruce and Ken Kal sit down with one of the newest members of the Red Wings, Craig Smith. The trio discuss Smith’s transition to Detroit following the trade deadline, his excitement about joining the team, and his first impressions of the locker room. How is he adjusting to his new teammates? What makes Detroit feel like home for the Midwes…

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82. Rethinking Search: Google vs ChatGPT, Attribution, Audiences and the Future w. Rand Fishkin 51:27

6M ago51:27

51:27

Digital isn’t what it used to be and neither is marketing. In this episode of Smarter Marketer, James welcomes back industry legend Rand Fishkin, Co-Founder and CEO of Sparktoro, to cut through the noise as they discuss the flawed logic of traditional attribution models, the pitfalls of over-relying on Google and the importance of audience-first ma…

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Britta Ottoboni & Lisa McDowell: Fueling and Fixing the Red Wings 22:15

7M ago22:15

22:15

Daniella Bruce sits down with Red Wings massage therapist Britta Ottoboni and Red Wings dietitian Lisa McDowell in honor of Women’s History Month. Britta shares her journey from athletic training to working with Olympic athletes before joining the Red Wings, while Lisa discusses her role in optimizing player nutrition and hydration. What’s the most…

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81. The Power of Account-Based Marketing w. Paola Piccinno 41:15

7M ago41:15

41:15

Broad-reach campaigns are simply not enough sometimes. Account-Based Marketing (ABM) is emerging as an extremely effective strategy for businesses that are seeking deeper engagement, stronger relationships with their prospective clients and higher-value deals. But what does it really take to run an effective ABM program? Host James Lawrence sits do…

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Albert Johansson: A lot of hockey 20:25

7M ago20:25

20:25

Ken Kal sits down with Red Wings defenseman Albert Johansson who shares insights about growing up in Karlstad, Sweden and his family’s deep hockey roots. He discusses being drafted by Detroit, the challenges of adapting to the speed of the NHL, and his time with the Grand Rapids Griffins. Also in this episode, hear about the impact of coaching chan…

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80. Marketing Under Pressure: Managing Stress, Sleep and Decision-Making w. Dr. Jemma King 56:21

7M ago56:21

56:21

In marketing, deadlines are relentless and expectations are high. It’s critical to manage stress and make clear-headed decisions under pressure. In this episode of Smarter Marketer, host James Lawrence chats with Dr. Jemma King - founder of BioPsychAnalytics and expert in stress, resilience and high performance. Having worked with elite organisatio…

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Todd McLellan: A clean canvas 15:46

8M ago15:46

15:46

Ken Kal sits down with Red Wings head coach Todd McLellan to explore his journey from small-town Saskatchewan to the NHL. McLellan reflects on his early playing days and his transition into head coaching in San Jose after winning the Stanley Cup with Detroit as an assistant coach in 2008. Also in this episode, McLellan shares his philosophy on team…

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79. Persuasion, Manipulation and Behavioural Psychology: How Consumer Choice is Shaped w. Dan Monheit 48:52

8M ago48:52

48:52

In marketing, there exists a fine line between influencing decisions and crossing into manipulation. The difference? One builds trust while the other erodes it. Host James Lawrence chats with Dan Monheit, Chief CX Thinker at Thinkerbell and former CEO of creative behavioural science agency HardHat, about applying behavioural science principles like…

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Alex Lyon: Lyon Eyes 22:13

8M ago22:13

22:13

Daniella Bruce and Ken Kal sit down with Red Wings goalie Alex Lyon this week. The netminder talks about his adjustment from living in a rural Minnesota town with no stoplights to playing Ivy League college hockey at Yale. At what point of his career did he start his trademarked "Lyon Eyes" stare-down? Also in this episode, Lyon explains how the pr…

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Moritz Seider: Upward direction 20:00

8M ago20:00

20:00

Daniella Bruce and Ken Kal are joined by Red Wings defenseman Moritz "Mo" Seider this week. The three talk about his track from Zell, Germany to Detroit, Michigan and his favorite parts about the city. How was Seider exposed to the game of hockey in a country that's known for soccer? Also in this episode, Seider remembers taking a trip to the U.S. …

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78. Answering Your Marketing Questions for 2025 w. Joe Alder, Sam Dodson and Mariano Di Lascio 55:10

8M ago55:10

55:10

Rocket Agency’s top experts and Host James Lawrence discuss what will work in digital marketing in 2025 and how to set yourself up for success with the latest on SEO, digital and creative. Key Takeaways: How to navigate AI Overviews and the impact on paid search and SEO Will ChatGPT replace search engines? How to adapt SEO practices to align with A…

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Alex DeBrincat: Everything happens for a reason 21:57

8M ago21:57

21:57

Daniella Bruce and Ken Kal are joined by Red Wings right winger Alex DeBrincat this week. The Michigan native goes back to his days in Farmington Hills and Traverse City and talks about playing for the team he grew up rooting for. Which former Red Wings player did he try to model his game after? Also in this episode, DeBrincat shares his thoughts o…

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Jason Benetti & Dan Dickerson: On the Call 45:35

9M ago45:35

45:35

Ken Daniels is joined by the television and radio voices of the Detroit Tigers, Jason Benetti and Dan Dickerson, respectively, this week to share broadcasting memories from the various booths they've called games from. How did they each find an affinity for the art of play-by-play? The trio also preview the upcoming "Hot Stove Stories! Rounding the…

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From the Archives: How to Build Your Personal Brand as a Marketer w. Fleur Brown 42:24

9M ago42:24

42:24

Building your personal brand as a marketer is crucial for career advancement, establishing credibility, obtaining salary increases and creating professional opportunities. This week, James interviews Fleur Brown, celebrated author of ‘The Business of Being YOU: Personal Brand Secrets of CEOs and Celebrities’. Fleur shares why you should be building…

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Patrick Kane: It's Showtime 36:11

9M ago36:11

36:11

Daniella Bruce and Ken Daniels are joined by three-time Stanley Cup champion Patrick Kane this week. Now in his 19th season in the NHL, Kane is still able to remember the details of his 474 (and counting) career goals and reveals which individual trophy means the most to him. What happened to the infamous puck shot by Kane that clinched the 2010 St…

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From the Archives: Career Advice From a Global CMO w. Ryan Bonnici 42:52

9M ago42:52

42:52

Ranked in Forbes World's Most Influential 50 CMOs list, Ryan Bonnici shares career advice marketers should take onboard. Ryan has gone from marketing roles in Australia to global CMO roles for two tech unicorns in the USA. Key Takeaways: What are the benefits of working for a company that is growing quickly? The importance of owning a number/region…

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Shawn Horcoff: You can't ask for a better situation 22:12

9M ago22:12

22:12

Daniella Bruce and Ken Kal are joined by Detroit Red Wings assistant GM / Grand Rapids Griffins GM Shawn Horcoff this week to talk hockey development and management. The trio discuss the difficulty jumping from the AHL to the NHL. How did Horcoff go from competing against Steve Yzerman to working alongside him? Also in this episode, Horcoff shares …

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Simon Edvinsson: A special atmosphere here 27:36

10M ago27:36

27:36

Daniella Bruce and Ken Kal sit down with Red Wings defenseman Simon Edvinsson this week to talk about his childhood memories growing up near Gothenburg, Sweden - from fishing with family to playing in competitive soccer tournaments all over Europe. Which Red Wings teammate is the best soccer player? Also in this episode, Edvinsson shares his though…

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77. LinkedIn Ads That Work: Expert Tactics w. AJ Wilcox 45:57

10M ago45:57

45:57

AJ Wilcox, Founder of B2Linked, has worked with 5 of LinkedIn’s top 10 spending accounts and managed over $150 million in LinkedIn ad spend. Host James Lawrence chats with AJ as they delve into key strategies for maximising the output of LinkedIn ads in 2025, the significance of Thought Leader ads, lead-generation tactics that actually work and mor…

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Cam Talbot: Every day is a good day 24:39

10M ago24:39

24:39

Daniella Bruce and Ken Kal sit down with Red Wings goalie, Cam Talbot this week as he approaches a career milestone. With 498 career games under his belt, what will number 500 mean to him? From a small town in Ontario to the University of Alabama in Huntsville, Talbot explains when the possibility of playing in the NHL sank in. Also in this episode…

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Pavel Datsyuk: Don't forget to tip me 22:20

10M ago22:20

22:20

Daniella Bruce and Ken Daniels are joined by newly minted Red Wings Hall of Famer, Pavel Datsyuk. As Datsyuk reflects on his impressive 14-year NHL career, what stands out the most to him? Daniels recounts some of his favorite Pavel memories, including moments with Brett Hull, Brendan Shanahan, and Igor Larionov. For Pavel, what was it like to play…

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76. Marketing Metrics That Matter: A Conversation w. Taz Bareham 38:27

10M ago38:27

38:27

For marketers in industries with longer or more complex purchase cycles, demonstrating the value of their efforts can be a constant challenge that often impacts budget approvals. In this episode of the Smarter Marketer Podcast, host James Lawrence welcomes back Fractional CMO Taz Bareham for an insightful discussion on marketing measurement, the st…

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Brady Munger & John Remejes: Behind the gear 34:39

10M ago34:39

34:39

Daniella Bruce and Ken Daniels sit down with Red Wings equipment managers Brady Munger and John Remejes, as the duo share their unique behind-the-bench perspective. Does a broken stick really make a distinct sound? How long does it take to pack all team gear post-game? Also in this episode, the story of one NHL goalie accidentally locking himself i…

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Marco Kasper: Time to adjust 21:44

11M ago21:44

21:44

Daniella Bruce and Ken Daniels are joined by Red Wings center Marco Kasper this week. The three discuss Kasper's path from Austria to Sweden to the NHL in Detroit and how playing in different overseas leagues helped shape his game. What was the transition to American hockey like? Also in this episode, Kasper explains his brief acting career and let…

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75. The Future of Experiential Marketing: Trends and Innovations w. Laura Roberts 36:58

11M ago36:58

36:58

Great marketing is built on creating memorable experiences, whether through digital advertising or offline interactions. Laura Roberts, MD APAC at global experiential marketing agency INVNT joins Host James Lawrence to talk about how brands can craft comprehensive 360-degree campaigns, leverage social media and influencer events, and develop strate…

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Lucas Raymond: We want to win here 25:18

11M ago25:18

25:18

Daniella Bruce and Ken Daniels sit down with Red Wings winger Lucas Raymond this week. The trio discuss the eight-year deal Raymond signed with Detroit in September. How does #23 feel about being a core piece of the Red Wings future? Teammate Mo Seider also signed a big contract this offseason. How has Lucas and Mo’s friendship developed over the y…

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Derek Lalonde: You know what you're getting 36:28

11M ago36:28

36:28

Daniella Bruce and Ken Daniels sit down with Red Wings head coach, Derek Lalonde to discuss his unconventional route to coaching in the NHL. Lalonde recounts his college goaltending days, his love for coaching at every level, and what it was like to bring the Stanley Cup back to his hometown in Brasher Falls, NY. What’s one thing that will get a ty…

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74. How to Target Your Audience Online w. David Roberts 44:07

11M ago44:07

44:07

The way that we can target our perfect customers has changed radically, and what worked a few years back is likely to not work today. Large platforms like Google and Meta have changed how they collect audience data, significantly affecting how you reach and engage with your audience. In this episode, Host James Lawrence talks with Rocket Agency's C…

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Introducing The Conversation Line 19:19

11M ago19:19

19:19

Red Wings broadcasters Daniella Bruce, Ken Daniels, and Ken Kal sit down to preview their new podcast, The Conversation Line. The trio discuss the unique paths that led them to the broadcast booth. Plus, we learn about Kal’s DJ alter ego, Doug Deep, and just how often the Kens are mistaken for one another.…

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73. The Future of SEO: Why Google’s Here to Stay w. Joe Alder 44:04

12M ago44:04

44:04

Despite the buzz around AI search engines, Google isn’t going away anytime soon. Joe Alder, Head of SEO at Rocket Agency, joins Host James Lawrence to discuss how SEO is likely to change over the next few years, why Google remains relevant today and how in-house marketers can stay ahead of the curve. Key Takeaways: The importance of SEO in 2025 and…

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72. PR in The Digital Age: From Newsrooms to Influencers w. Andy Scales 36:43

12M ago36:43

36:43

Newsrooms are being cut down, authentic storytelling is the need of the hour, and PR and digital strategies must go hand-in-hand. Host James Lawrence welcomes back Andy Scales, Founder and Director of CampaignLab, to discuss the current trends and challenges in the PR industry in Australia as we near the end of 2024. Key Takeaways: The current tren…

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71. Signs Your Agency is the Right or Wrong Fit w. David Lawrence 32:42

1y ago32:42

32:42

“It’s not about finding the best agency - it’s about finding the best agency for you.” With the thousands of agencies in Australia finding the right partner for your needs is becoming trickier each year. Host James Lawrence and Co-Founder of Rocket Agency, David Lawrence discuss critical signs that indicate whether a client and agency is the right …

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70. Countdown to 2025: What Marketers Need to Kick-off w. Sachin Rajah 36:05

1y ago36:05

36:05

2024 has been a whirlwind for the marketing landscape - privacy laws are changing, paid media targeting has become more challenging, and measurement and attribution are getting increasingly complex by the day. Host James Lawrence and Director of Client Services at Rocket Agency, Sachin Rajah discuss what marketers must do now to set themselves up f…