Insightful and Entertaining Marketing Speaker

A 60-Second Introduction

(See full speeches: Integrated Advertising in 2024, How Brand Purpose Helps Companies)

Upcoming Speaking Appearances

If Samuel will be close to you soon, he can usually add additional appearances to a trip. Get in touch!

Samuel lives in Tel Aviv but is not affected by the current political situation. He can freely fly out of the city.

2025

TBD

February 5-8 — Pretoria, South Africa — TBA
June 14-15 (flexible) — Los Angeles, California, USA — TBA
August 7-9 (flexible) — Edinburgh, Scotland — TBA

Main Talk & Workshop (From One Hour to One Day to Multiple Days)

EVERYTHING YOU EVER WANTED TO KNOW ABOUT MARKETING (But Were Afraid to Ask)

(This can be a talk or a lengthier workshop. I can also tailor this to specific issues or problems that your industry is facing. The gist: How to sell more stuff!)

Advertising, communications, and marketing are not the same thing. In fact, they mean very different and important things. In this workshop, Samuel outlines the end-to-end marketing process that has been created in academia and proven in the real world. He introduces the overall approaches that have been developed by the leading people in the field over decades and then adds further context and specific examples from his own career in marketing. This covers research, segmentation, targeting, positioning, funnel analysis, financial objective setting, product management and product marketing, pricing, distribution, marcom planning, and copywriting. Marketing is a lot more than just “creating content.”

Actionable takeaways:

— Learn the entire, end-to-end marketing process.

— Understand the theoretical foundations and then see real-world examples from Samuel’s career and elsewhere.

— See the best practices for each individual step and how they all relate to each other.

— Connect campaign metrics to strategic objectives to company business goals.

— Get handouts and summaries so people can do the same at their jobs.

More Keynotes and Talks

When Tracking is Impossible

MARKETING IN 2025: What Should We Do As We Return to the Age of Privacy?

Commercial e-mail messages are all blocked or sent to spam folders. Ad blockers stop all online advertising and even prevent analytics platforms like Google Analytics from loading. Web browser plugins stop everything from tracking people. More and more of Google’s search-engine results pages are Google’s own websites or ads. Few download new, mobile apps anymore. For twenty years, digital marketing was built on the foundation of everything being instantly trackable and measurable. But today, it seems that we are returning to the world that existed before the Internet. Or are we? In this talk, Samuel Scott will show the ghosts of marketing past and present to reveal how we should think about marketing in the future.

Actionable takeaways:

— Learn how marketing was done before the Internet (and how, in some ways, it should still be done)

— Understand how the common practices of digital advertising are all breaking down

— See how to mix the old and the new to do the most effective marketing today

All About AI

MARKETING IN 2025: How — And How Not — to Use AI and Other New Tech

Is AI hype or something real? Samuel says the answer is a bit of both. In this keynote address, he walks through the entire marketing process from market research at the beginning to communications tactics at the end to show how artificial intelligence and other new tools can or cannot help at each step along the way. Then, he highlights some of his favorite tools and shows how to use them within the overall framework.

Actionable takeaways:

— Get an introduction the entire, end-to-end marketing process (research / diagnosis / strategy / tactics).

— Learn how AI and other new tools can or cannot help specific parts of that work.

— See recommended examples of those tools and how to use them.

For Sustainability Audiences

ACTIONS, NOT ADS: How Your Company Can Both Increase Sustainability and Grow Your Business

Many consumers say they prefer sustainable products and do not want to support sweatshops, but they still often buy the cheapest clothing and running shoes made in such places anyway. Companies today want to do better, but they are getting such mixed signals from customers. In this keynote, Samuel will show how companies can navigate this complex environment and both help the world and sell more products at the same time. The key to understand: Actual sustainability goes far beyond just saying nice stuff in ads, and the benefits go far beyond just selling more stuff — it can help the world at the same time

Actionable takeaways:

— See examples of companies in various industries and countries that are helping both to increase sustainability and to grow their businesses at the same time.
— Optional: Connect those examples to improving efforts to recruit and retain Generations Y and Z

For Marketers Who Want to Be More Effective

BETTER TOGETHER: How Brand and Performance Advertising Both Fuel Growth

The marketing world has become obsessed with online direct response and short-termism, both of which are hurting long-term advertising effectiveness. In this talk, Samuel argues that we need to get out of our bubble and rethink our approach to media planning today by integrating traditional and online channels as well as long-term and short-term strategies in the most effective ways. Here, he will show how both types of advertising can work together for maximum effectiveness.

Actionable takeaways:

— Learn the difference between “brand” and “performance” advertising tactics.

— See how they both “perform” — they just perform in different ways and in different time frames.

— Understand how to build marcom campaigns that both get sales today and build brands for more future sales tomorrow.

For B2B Marketers

THE B2B SECRET: How Building a Brand is the Ultimate “Growth Hack”

On average, 95% of B2B buyers are not currently “in market,” meaning that they are not actively looking for or considering whether to buy a given type of product. As a result, most marcom activity needs to focus on getting remembered by those 95% so that they will think of you when they need your type of solution in the future. That means getting your product “top of mind” and placed on the day one “consideration list” thats are created by buying committees. Most will end up buying one of the products on those shortlists. In this talk, Samuel will discuss the benefits of a strong brand, product marketing versus brand marketing, the importance of mental availability and brand equity, examples of good B2C and B2B branding, how to build a brand, and how to manage and measure mental availability brand equity. After all, B2B marketing is more similar to B2C than people think.

Actionable takeaways:

— Understand the importance of brand equity and how strong brands lead to greater revenue and profit, more sales pipeline in the present and the future, greater conversion rates, higher prices, and overall valuations.

— See how to build mental availability and brand salience among the 95% of B2B buyers who are not in the market right now so that they will remember you when they want to buy a product in the future.

— Learn the step-by-step process of brand positioning, brand codes, brand objectives, brand architecture, tactical execution, budgeting, and tracking.

Other Workshops

• Marketing 101 — an introduction into marketing that covers the entire process of research, segmentation, targeting, positioning, objective setting, product creation, pricing, distribution, promotion, and financial analysis
• Brand 101 — how “brand” is actually just creating future sales pipeline, the benefits of a strong brand, product marketing versus brand marketing, examples of good B2C and B2B branding, how to build a brand, and how to manage and measure brand equity
• Marketing communications — an in-depth seminar on marcom planning that discusses the pros and cons of each tactic and channel and shows how to create effective tactical and media mixes how to create the most effective marcom campaigns and incorporate them into your overall marketing strategy
• Media relations, PR, and publicity — how to create a media relations plan from research to publication and reporter targeting to pitching stories to measuring the right metrics
• SEO — how to get found in organic search results for relevant queries that relate to you, your product, the solutions that you provide, and the questions that you can answer
• Public speaking — workshops and personal coaching for executives and others who want to improve their presentations

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