The Insiders

Discover the power of integrating creativity and humour into your marketing to drive business growth and deliver exceptional customer experiences. In this episode, Goetz Posner, Global Head of Marketing and Customer Experience at Amadeus, joins Richard on the podcast to discuss:The art of creating impactful marketing strategies that prioritise audience engagementHow to infuse sales and marketing efforts with creativity and humourTechniques for transforming marketing campaigns into memorable experiencesThe importance of understanding and anticipating customer needs to foster deeper connections and loyalty“You can only learn or grow when you make mistakes. We'd all prefer to avoid them, but there isn't just one path forward. It's important to empower people to try, knowing that if things don't work out, they can learn and improve by trying a different approach.” - Goetz PosnerThis episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com. 

Storytelling is not just reserved for those big moments, in fact storytelling is the fabric of all communication connecting 8 billion people across the world...and Jamie can help you harness its power. Jamie Mackenzie (author of 28 Bags of Sprouts – Storytelling with Impact) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Jamie joined Richard on the podcast to share his thoughts on: The journey of writing and self-publishing a bookHow his sprout model can enhance the impact of your communicationHow to overcome challenges in implementing storytelling techniques“Storytelling is start, middle and end. It's always been like that since the start. Use the Sprout model, but stick with it. Keep practising it and keep using it. You will see the impact because you're tapping into the elements that human beings want, which is stories and a storytelling approach. It's in our human nature to respond to it.” - Jamie Mackenzie Jamie’s book, 28 Bags of Sprouts – Storytelling with Impact, is available on Amazon now. This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com. 

When undertaking a massive project of any kind, sometimes you only know where you should have started once you’ve gained understanding and it’s too late to go back and do it again.  Chris Betton (UK and EMEA Marketing Manager, HIPER Global UK) knows all about this from his work on pulling together 5 businesses from 3 countries, under 1 new global banner – Chris joined Richard on the podcast to share his successes and lessons learned on: The challenges of creating content that resonates with multiple audiences whilst still staying true to HIPER Global UK’s value proposition The importance of authenticity and effective communication The need for agility and innovation in marketing strategy – particularly in the tech marketing space “If an idea comes from somewhere unexpected, embrace it, because all it takes is for something different to crop up, and you might have something completely new to try in the market that suddenly starts to resonate. How are you going to know that until you try it?” - Chris Betton This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com. 

It’s true that we are often our own biggest critic, and it’s easy to pick at parts of yourself that are less than perfect. But where the real challenge lies, is to be genuinely receptive of your own self-reflections, to learn from your past mistakes and to use them to guide your future successes.Dave Mackay (Sales Director, sa.global) joined Richard in the podcast studio for this candid and honest discussion about:Advocating for a culture of trust and understanding between departments, for the good of the business as a whole The benefits of a sales career, if you’re willing to invest time in yourself to reap the rewards Recognising traits in yourself that could be harmful to your future success – and more importantly, how to turn them around.“There's more of a requirement for people that really want to become sales professionals to be absolute self-starters and self-learners - because there isn't that framework out there. So if you want to do it, go and do it, because the rewards and the opportunities and what sales gives back are just unbelievable.” - Dave Mackay

Many people with careers in sales say they ‘fell’ into their role. And as another fellow member of the Happy Trip Up Club, Luke Robinson (Head of New Business at Wolters Kluwer) is no exception.In this episode, hear from Luke as he shares with Richard: The importance of facing up to challenges and growing from them How embracing opportunities for growth can take your career in unexpected (but good) directions Thoughts on imposter syndrome and how to recognise your strengths and skills "Just seek out the next scary thing in your career - because the moment that you have to do it, I think that's when you find out whether you actually can." - Luke RobinsonThis episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com.

Without a solid go-to-market (GTM) strategy, you might not be cutting through the noise to reach your audience and launch your product or service successfully. So, how do you make sure your GTM strategy packs the punch it needs? Hear it straight from an industry expert – in this episode, Adam B Needles (CEO of ANNUITAS) shares his thoughts on: The motivation behind Adam’s book, The Chief Growth Officer’s Handbook The importance of post-sale engagement Growth Ops mindsets, and how to approach them holistically Conversations being two-way – using omni-channel feedback collection. “Conversations are the underlying terra firma of go-to-market. And so the core of effective go-to-market is driving those conversations further.” - Adam B Needles This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at  theinsiders@durhamlane.com 

Many don’t consider sales a “real” profession. But with hard work and dedication to the craft, sales is a lucrative and fulfilling career – and in this episode, Mark Ash (CRO of Konica Minolta Business Solutions UK) shares his thoughts on everything he’s learned in two decades in sales: Mental resilience in the face of adversity The journey to success, and learnings along the way Sales as a profession Embracing change and technology in sales “Mental resilience is one of the key bedrocks of who I am as an individual - you cannot control the situation, all you can control is your reaction to it.” - Mark AshThis episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Impactful marketing that leads on to strong sales has never been easy to pull off – and in many ways, it’s becoming even more challenging. In the previous 6 episodes of Season 2 of The Insiders Podcast, each of our guests have offered their actionable insights into how to combat the growing complexities in the world of marsales. In this episode, our CCO, Richard Lane, shares his thoughts on our podcast guests’ insights, including: Understanding your customer Optimising customer engagement Measuring the right metrics Connecting marketing and sales Using data and analytics Leveraging industrial partnerships.  “Organisations that recognise their strengths, double down on doing what they do best, and then using other people and other partners to do other aspects, tend to grow the fastest, tend to be sustainable, and tend to develop and build the best businesses.” - Richard Lane.This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com.Want to chat about anything we've covered in this episode, or feature on the show? Contact us at theinsiders@durhamlane.com

Marketing budgets are shrinking – so trying to do more with less is on the to-do list for all marketing leaders. In this episode, Zsuzsanna Blau (Global Head of Digital Demand and Campaigns at Nokia) shares her thoughts on: Navigating the challenges of B2B inflation Strategies for optimising marketing budgets Customer retention vs customer acquisition The impact of generative AI tools on the marketing landscape “There are more channels, more content, more touch points, more stakeholders – and the same or less resources to do all this. B2B inflation is real. It takes more to win.” - Zsuzsanna Blau This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at  theinsiders@durhamlane.com 

The world of healthcare technology is evolving fast, and with it comes disruption, obstacles to navigate – but also opportunity. In this episode, Paul Stevens (Director of Digital Health at OMRON Healthcare) shares his thoughts on: The challenge of leading through disruption Balancing tradition with innovation Defending your market position Transitioning skills from manufacturing to software "Know what you do well and find others to do the things that you don't do well. Or to help you to grow capabilities that may become core to you in the future." - Paul Stevens This episode is hosted by Richard Lane, Co-Founder and CCO of durhamlane. Find out more about durhamlane's services at durhamlane.com. Want to chat about anything we've covered in this episode, or feature on the show? Contact us at  theinsiders@durhamlane.com