Imagine walking up to someone you've never met and immediately asking them for money.

That's how a lot of marketing works today.

In this episode of A Mind for Marketing, Christina Moore speaks with strategist Dot Oyebolu about why modern marketing needs to behave more like a relationship. Instead of competing for the small percentage of buyers already in the market, Dot argues that the real opportunity lies in engaging the much larger group of people who know they have a problem but haven't started searching for solutions yet.

Dot explains why the shift from brand marketing to performance marketing has made many campaigns feel increasingly difficult to scale, and why successful marketing now requires a balance between awareness, consideration, and conversion.

The conversation also explores Dot's Strategy Maker Engine, a structured approach to go-to-market planning that helps companies move from insight to execution. The framework shows how strategy should guide marketing decisions before campaigns even begin.

What does it take to create a charity campaign that truly changes minds?

In this episode of A Mind for Marketing, Christina Moore speaks to communications consultant Vishnee Sauntoo about the strategy behind 'Second a Day', the Save the Children campaign that reached 10 million views in 48 hours and has since grown to nearly 79 million views worldwide

They unpack why the campaign worked. By focusing on one clear message and grounding the story in emotional accuracy, the team reframed a distant conflict into something audiences could see, feel and recognise.

The conversation goes deeper into modern charity marketing. How do you balance raw, real-time storytelling with dignity and consent? How do you work with influencers without exposing your organisation to unnecessary risk?

If you're responsible for brand, communications or strategy, there are lessons here that go far beyond the charity sector.

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

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Katie Martell shares what makes a strong presenter/influencer for a brand, and why alignment is non-negotiable in B2B partnerships.

In this episode of A Mind for Marketing, I'm joined by Katie Martell, marketer, speaker and one of LinkedIn's most recognisable voices in B2B.

We unpack why follower count is a poor proxy for trust.

You'll learn:

• Why human stories outperform product messaging
• The warning signs of ego-driven presenters
• How to assess values alignment before partnering with influencers

If you're a senior marketer thinking about launching a show or collaborating with external voices, this conversation will help you avoid the most common mistakes.

Audio Editor: Jake Wittlin

Junior Video Editor: Zhane Inko-Tariah

Music: SigmaMusicArt Batumi, Adjara. Free for use under the Pixabay Content License

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