Smarter Marketer

Marketing teams have never had more data available to them, yet many still find it hard (often harder than ever) to confidently answer a simple question: what’s actually driving growth?
In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder and Host James Lawrence sits down with Paul Sinkinson, Managing Director for APAC at Analytic Partners, to explore how marketing measurement is evolving and where marketers still get it wrong. They discuss why incrementality remains one of the most misunderstood concepts in marketing and how leading brands are balancing short-term optimisation with long-term growth.

Key Takeaways:
What has changed in marketing measurement over the past two years and why marketers are adopting a more holistic approach
The growing challenge of fragmented platform measurement and conflicting data sources
How marketers should think about attribution today and where it still provides value
What incrementality really means and why it matters more than most marketers realise
How marketers can build credibility with CFOs and leadership teams through better measurement
Why some brands gain market share during economic downturns while others pull back
How fast-growing brands can transition from performance-led growth to investing in future demand
Paul’s predictions on the future of measurement, brand building and distinctive brand assets

Guest:
Paul Sinkinson is the Managing Director of Sydney-based global marketing consultancy Analytic Partners, which delivers customised analytics that improve sales and marketing ROI. He has over 20 years of marketing analytics experience across many of Australia’s leading brands, and was previously a Partner at the Leading Edge, and Director at Nielsen, to name a few.
Follow Paul on LinkedIn.

Find Us Online:
James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:
Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

Most marketers are under pressure to deliver results fast. But when all of the focus goes into capturing demand that already exists, businesses eventually limit their ability to grow. Sustainable growth comes from balancing the customers ready to buy today with those who will enter the market tomorrow.
In this episode, James Lawrence sits down with marketing effectiveness expert, entrepreneur and author James Hurman to unpack the ideas behind his new book, Future Demand. Together, they explore why so many businesses fall into the performance trap, what future demand actually means, why creativity remains one of marketing's most powerful growth levers, and how marketers can better communicate the value of long-term investment to CEOs, CFOs and boards.
Visit: futuredemand.com

Key Takeaways:
Why businesses that focus only on short-term performance eventually hit a growth ceiling
The ‘performance trap’ and how marketing teams unintentionally create it
The role creativity plays in capturing the attention of future buyers
Why marketers need to become better at communicating marketing's value internally
Practical ways to build support for long-term marketing investment across leadership teams
How companies can gradually shift from performance-only marketing to a more balanced growth strategy

Guest:
James Hurman is one of the world’s leading experts on marketing and advertising effectiveness. A former strategic planner, James has won more than 50 advertising effectiveness awards and was named the world’s number one strategic planning director in 2013. He is the co-founder of Tracksuit, Senior Advisor at Lions Advisory, Program Director of the Master of Advertising Effectiveness and author of Future Demand.
You can follow James on LinkedIn.

Find Us Online:
James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:
Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

Few decisions have a bigger impact on marketing performance than choosing the right agency partner. Yet according to TrinityP3's latest State of the Pitch Report, many pitch processes are still creating frustration on both sides of the table. Agencies invest significant time and resources into pitches, while marketers often struggle with unclear scopes. More than anything, this leads to relationships starting on the wrong foot before a contract is even signed.
In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host James Lawrence sits down with TrinityP3 Founder and CEO Darren Woolley to unpack the findings from the 2026 State of the Pitch report. Together they discuss why some pitch processes consistently underperform and what marketers can do to build stronger, more productive agency relationships from the very beginning.
Read: The State of the Pitch Report

Key Takeaways:
The biggest findings from TrinityP3's 2026 State of the Pitch report
Why agency dissatisfaction with pitch processes remains stubbornly high
The impact poor pitch management can have on agency performance and marketer reputation
Why defining scope of work remains one of the biggest challenges in agency selection
How AI and changing agency pricing models are increasing the importance of better scoping
The ideal number of agencies to involve in a competitive pitch process
When marketers should pitch, and when alternative approaches may deliver better outcomes
The role procurement should play in agency selection and where it often goes wrong
How marketers can create stronger agency relationships before a contract is even signed
Best-practice feedback, communication and transparency throughout the pitch process

Guest:
Darren Woolley is considered a thought leader on all aspects of marketing management - a problem solver, negotiator, mentor, Founder & Global CEO of TrinityP3, industry commentator, podcaster and author. He is also an ex-chair of the Australian Marketing Institute, an ex-president of the Melbourne Advertising and Design Club, ex-medical scientist and ex-creative director.
You can follow Darren on LinkedIn.

Find Us Online:
James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:
Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

Episode Description:
Most marketers are keen to try the new shiny tactic, but what if the biggest B2B marketing opportunities come from understanding what doesn’t change?
In this episode of the Smarter Marketer Podcast, Rocket Agency’s Co-Founder & Host, James Lawrence, sits down with Ty Heath, Global Thought Leadership Lead at LinkedIn and co-founder of the LinkedIn B2B Institute, to explore the marketing principles that continue to drive growth in an increasingly complex world. Drawing on LinkedIn’s research and the B2B Institute’s latest work, Ty unpacks why brand remains one of the most powerful growth drivers in B2B and why many marketers are focusing on the wrong signals.
Resources:
LinkedIn B2B Institute
Webinar: B2B Trends for the Contrarian Marketer
Whitepaper: How B2B Brands Grow

Key Takeaways:
Why the best marketers focus on what doesn't change rather than chasing every new trend
The contrarian marketer framework and how to find growth opportunities others overlook
Why buyers often create a shortlist before entering the market, and what that means for brand building
The 95/5 rule and why long-term brand investment remains critical for B2B growth
The "sea of sameness" problem and how brands can build stronger distinctiveness
The dangers of over-segmentation and the role of category entry points in reaching more buyers
Hidden buyers: who really influences B2B purchasing decisions beyond the obvious stakeholders
The sales and marketing alignment gap and what businesses can do to close it

Guest:
Tyrona Heath leads global thought leadership at LinkedIn Marketing and is the co-founder of LinkedIn’s B2B Institute. She is also a board member of the American Advertising Federation and a leading voice in B2B marketing effectiveness. Through LinkedIn’s research and partnerships with leading marketing thinkers and institutions, Ty helps marketers make clearer, evidence-based decisions about brand, memory, creativity and growth.
You can follow TY on LinkedIn.

Find Us Online:
James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:
Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

About the Podcast:
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.

Episode Description:
Is Google losing ground? How much traffic are tools like ChatGPT really driving? And what does visibility look like when answers increasingly happen inside AI platforms instead of on your website? In this episode, Host James Lawrence sits down with Rocket’s Head of SEO & GEO, Joe Alder, to unpack what’s actually happening inside AI search in Australia right now.
Drawing on Rocket’s latest GEO research across more than 150 Australian businesses and over one million data points, they explore how platforms like ChatGPT, Google AI Overviews, Gemini and Perplexity are reshaping visibility, influence and digital measurement for brands, and what marketers should focus on next.
Watch our webinar: AI Search in Australia 2026 - How to Rank in ChatGPT & Google AI

Key Takeaways:
Why Google search traffic is declining even while total search activity continues to grow
How AI Overviews are impacting click-through rates for brands ranking in top Google positions
What Rocket’s research revealed about the overlap between Google rankings and ChatGPT visibility
Why ChatGPT influences purchasing decisions far beyond the traffic it directly sends to websites
The growing importance of brand perception inside large language models
Why AI search optimisation requires a different approach to traditional SEO
The technical website issues preventing many brands from appearing in AI search results
What types of content are performing best inside large language models
Why authority, citations and off-site brand signals matter more than ever in AI search
The metrics marketers should actually be tracking to measure AI search performance

Guest:
Joe Alder is Rocket’s Head of SEO & GEO and one of Australia’s leading voices on the evolving AI search landscape. He has worked closely with Australian brands to help them navigate the shift from traditional search to AI-driven discovery, combining deep technical expertise with practical strategies for improving visibility across platforms like ChatGPT, Google AI Overviews and Gemini.
You can follow Joe on LinkedIn.

Find Us Online:
James Lawrence LinkedIn: https://www.linkedin.com/in/jameslawrenceoz/
Smarter Marketer Website: https://rocketagency.com.au/smarter-marketer-podcast
Rocket Agency Website: https://rocketagency.com.au/
Rocket Agency LinkedIn: https://www.linkedin.com/company/rocket-agency-pty-ltd/

Buy Smarter Marketer:
Hardcover: https://amzn.to/30O63kg
Kindle: https://amzn.to/2ZqfCWm

About the Podcast:
This is the definitive podcast for Australian marketers. Join Rocket Agency Co-Founder and best-selling author, James Lawrence in conversation with marketers, leaders, and thinkers about what it takes to be a smarter and more successful marketer.