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After 400 episodes of Marketing Espresso, I’m closing out 2025 with a deep reflection on how marketing has shifted - and what’s stayed the same. This year has been dominated by talk of AI, automation, and digital shortcuts, but what I’ve seen most clearly is that businesses who keep human connection at the heart of their marketing are the ones truly winning.

In this episode, I unpack why AI can’t replace lived experience, why connection matters more than ever, and how businesses can balance innovation with authenticity. From conversations with tech experts to mentoring emerging marketers, I’ve seen firsthand that marketing is strongest when it’s rooted in empathy, strategy, and human insight.

We talk about the rise of AI-generated marketing plans (and why they often miss the mark), the growing importance of customer retention, and why experience and strategic thinking can’t be replicated by algorithms. I also touch on how economic pressures are shaping consumer decisions, and why businesses must articulate and deliver value at every touchpoint.

I wrap the year by reminding all of us that marketing isn’t about doing it all - it’s about doing what matters, doing it well, and doing it with purpose. Whether you’re a seasoned marketer or just finding your footing, this episode will help you refocus on what’s most important: the people behind every click, like, and sale.

Key takeaways:

• Marketing strategy starts with understanding your customer, not your tech stack.
• AI is a tool, not a strategist - it can support your marketing, but not replace the human touch.
• Consumer behaviour continues to prove that people crave connection, authenticity, and value.
• Strategy and consistency trump volume every time - you don’t need to do everything at once.
• Marketing only works when your people, systems, and processes align behind it.

Action steps for 2026:
Take time to reflect on your marketing foundations. Ask yourself:

• Why does your business exist, and what makes it different?
• How are you creating genuine points of connection with your audience?
• Are your marketing and sales strategies truly aligned?
• What activities are driving results - and what’s just noise?

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

In this episode of Marketing Espresso, I sit down with the incredible Carrolee Moore from Texas to unpack the world of podcast guesting - and how to approach it strategically for genuine visibility and ROI.

Carrolee shares her expert insights on what it really takes to be a great podcast guest, how to pitch yourself effectively, and how to make sure each appearance drives results for your business. We go beyond the surface chat and get real about why being intentional with your podcast appearances matters more than ever.

We also talk about the growing trend of paid podcast guest spots, why you should never pitch a podcast you haven’t listened to, and how to treat guesting like a long-term brand strategy rather than a quick marketing hit.

We dig into:

• How to identify podcasts that align with your goals and values.
• The importance of crafting a thoughtful pitch that focuses on value for the host and their audience.
• Why fostering relationships after recording can create powerful collaborations and opportunities.
• Smart ways to repurpose podcast appearances - from blog content to social media snippets - and why SEO should always be part of the plan.
• How to prepare for your first interview so you sound confident and authentic.

Carrolee’s approach to podcast guesting is about more than visibility - it’s about connection, credibility, and creating content that keeps working for you long after the recording ends.

Key Takeaways & Actions:
If you want to start getting featured on podcasts or make your current appearances more impactful, this conversation is your roadmap. Focus on podcasts that speak to your audience, tailor your pitch to the host’s community, and always track your results. Think beyond the mic — how can you repurpose each appearance for long-term brand growth?

Connect with Carrolee:

LinkedIn

Link to course

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative

Send us a text

Sales and marketing are often seen as two sides of the same coin - but in far too many businesses, they’re operating worlds apart. In this episode of Marketing Espresso, I sit down with Dominic Parsonson to explore why sales and marketing alignment isn’t just “nice to have” - it’s essential for business growth.

Dominic brings decades of experience in sales leadership and CRM implementation, and together we dive into why misalignment happens, what it costs businesses, and how to fix it. From shared KPIs to better communication between departments, we unpack how teams can move from blame to collaboration.

We also talk about why CRMs fail when they’re treated as IT projects, how leadership buy-in makes or breaks success, and why understanding your customer journey requires everyone - from the C-suite to the factory floor - to be involved.

This is a practical and candid conversation for anyone in sales, marketing, or management who’s tired of hearing “the leads are rubbish” or “sales just don’t follow up.”

Key Takeaways

True alignment between sales and marketing starts with communication. Both teams need to speak the same language, share common goals, and understand that they rely on each other’s success. CRMs should be tools that serve people - not admin burdens - and leadership needs to set the tone by fostering collaboration rather than competition.

When salespeople spend time with marketers (and vice versa), they gain invaluable insight into customer needs and the buyer journey. It’s through these connections that messaging becomes sharper, strategy becomes stronger, and customers experience a unified brand.

Actions You Can Take

• Get your sales, marketing, and leadership teams in the same room to define your shared value proposition and ideal customer profile.
• Create at least one shared KPI that both departments are accountable for - such as revenue growth or lead-to-conversion rate.
• Review your CRM setup. Is it helping both teams do their jobs better, or is it just collecting dust?
• Encourage team “ride-alongs” - let marketers shadow sales calls, and salespeople spend time in marketing meetings.
• Build open communication habits. A casual lunch between departments can often solve more problems than another formal meeting.

When sales and marketing start speaking the same language, the business grows faster - and everyone wins.

Connect with Dominic
LinkedIn
Website

DOWNLOAD MY CONTENT PLANNER - https://becchappell.com.au/content-planner/

Instagram @bec_chappell
LinkedIn – Bec Chappell
If you're ready to work together, I'm ready to work with you and your team.

How to work with me:
1. Marketing foundations and strategy consultation
2. Marketing Coaching/ Whispering for you a marketing leader or your team who you want to develop into marketing leaders
3. Book me as a speaker or advisor for your organisation
4. Get me on your podcast

This podcast has been produced and edited by Snappystreet Creative