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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

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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

Send us a text

Storytelling has always been at the heart of human connection - it’s how we share meaning, build trust, and make sense of the world around us. But in the age of artificial intelligence, how do we keep our stories human?

In this episode of Marketing Espresso, I’m joined by writer and brand storytelling expert Nimarta Verma to unpack the role of AI in content creation and what it means for the future of storytelling. We explore whether AI can truly replicate human emotion, how it’s changing the way we communicate, and why creativity still matters more than ever.

Nimarta shares some powerful examples, including how AI-generated content often misses the emotional nuance that makes stories memorable. From writing birthday cards to wedding vows, we talk about where the line sits between helpful automation and losing our human touch entirely.

This conversation is for anyone who creates content - whether you’re a marketer, business owner, or creative - and has wondered how to balance efficiency with authenticity.

Key Takeaways:

• AI can help with structure and polish, but it can’t replace lived experience or emotional connection.
• When you outsource creativity, you risk disconnecting from your brand and your purpose.
• Your personal stories - your memories, your reflections, your lessons — are irreplaceable assets in your content.
• Writing is thinking. The process itself nurtures creativity and helps you connect to your own message.
• Don’t outsource the heart of your work. Use AI to assist, not replace, your creative process.

Actions:

1. Reflect on your last few pieces of content - did they come from your lived experience or from a machine?
2. Revisit a key story from your business journey and write it out in your own words before asking AI to refine it.
3. If you’re using AI, set boundaries. Decide which parts of your process it supports, and which remain fully yours.
4. Make time for creative writing, even 10 minutes a day helps you stay connected to your voice and ideas.

Connect with Nimarta

Download: "How To Lead with Trust through StorySharing™ — in 5 Simple Steps" https://disruptor-brand.kit.com/leadwithtrust
LinkedIn

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’m joined by Asthaar Kool to talk about one of the most powerful parts of business - positioning. It’s that invisible thread that determines whether people instantly get what you do, or scroll past your brand entirely.

Asthaar explains that product positioning helps people choose you, while brand positioning helps them stay. Together, they form the foundation of everything you do in marketing & sales.

We explore the difference between positioning & messaging, why clarity always beats cleverness, and how businesses can identify what truly makes them stand out. Asthaar shares real-world examples, including the famous muffin vs cake story that perfectly illustrates how a simple change in context completely shifts perception, pricing, and audience.

We also dive into the practical side of repositioning - collecting customer feedback, defining your top three strengths, understanding your audience’s mindset, and refining how you talk about your product or service. Asthaar shares how your website, your sales process, and even your tone of voice all reflect your positioning whether you realise it or not.

We discuss common mistakes - like pretending to be bigger than you are, leading with vague promises e.g “save time” or “increase revenue,” or using trendy buzzwords like AI without a real differentiator.

Key takeaway:
Being clear beats being clever every single time. People buy what they understand, not what sounds fancy.

Action step:
Audit your brand & website. Can someone who’s never heard of you understand what you do, who you help, & why it matters within five seconds? If not, it’s time to revisit your positioning. Be specific, stay curious, & keep listening to your customers - because their feedback is your best data.

Connect with Asthaar:

website

Instagram

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 again with Stewart Webb from Search Rescue to talk about one of my favourite topics - diversifying your marketing. If you’ve been relying on one channel or approach to reach your audience, this episode is your wake-up call to rethink your strategy.

Stewart brings his years of experience in digital advertising to the conversation, explaining how businesses can effectively mix platforms like Meta, Google, TikTok and even emerging options like Spotify. We explore how different platforms serve different purposes - why Meta relies on emotion and visual storytelling, while Google connects you with people actively searching for your service or product.

We also discuss the common myths around “hacking the algorithm” and why chasing virality isn’t a strategy. Stuart breaks down what makes great advertising copy and how to connect with audiences who are tired of being sold to. We also tackle the often-overlooked balance between paid and organic marketing, and how they can complement each other when done strategically.

One of my favourite moments in this chat was when Stewart described advertising as moving from a “shotgun” to a “sniper” approach - being more intentional, precise and data-driven. He also shares what a realistic starting budget for ads looks like, and how businesses can test without overcommitting.

If you’ve ever wondered how much to spend, where to spend it, and how to make your message stand out, this episode is packed with practical insight and straight-talking advice.

Key takeaways:
Diversifying your marketing mix isn’t just smart - it’s essential for long-term stability and growth. By using multiple channels, you reach people in different ways and reduce the risk of relying too heavily on one platform.

Action steps:
Take a look at where your audience is spending time and how they consume information. Then, map out a few new platforms to experiment with - whether that’s running a simple retargeting campaign, refreshing your Google Ads strategy, or creating engaging video content that connects emotionally.

Your marketing should evolve as quickly as your audience does. Start small, stay curious, and keep testing what works.

Links:

Connect with Stewart
Search Rescue

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

If you’ve ever looked at your to-do list and thought, “Why am I being so lazy?”, this one’s for you.

Today I’m joined by psychologist and coach Andrea Levinson to reframe that loaded word. We unpack why so many of us confuse productivity with worth, how our nervous system protects us by avoiding discomfort, and why procrastination often points to something precious we’re guarding - identity, energy, or safety.

We trace the story from tribal safety (don’t get kicked out of the village) through the industrial revolution (time traded for widgets) to modern business where many of us still measure ourselves by output. Andrea shares a gentler, smarter frame: you’re not lazy; you’re protecting something. When you understand what that “something” is, you can design your week around work that fuels you, set boundaries without guilt, and experiment without the spiral of self-criticism.

We also get practical. You’ll hear how to spot the fear of success hiding behind “I’m stuck”, how to make risk reversible so you can actually move, and a simple end-of-day check-in that helps you catch unhelpful thought loops before they run the show.

Key takeaways

• Calling yourself “lazy” is usually shorthand for “I feel unsafe, uncertain or over-exposed.” Procrastination can be protection. Get curious, not punitive.
• Your worth isn’t your output. Flow work gives you energy; busy work drains it. Build your week to maximise the former and contain the latter.
• Fear of success is real. Many of us avoid momentum because of what growth might mean for identity, relationships, or capacity. Name it to tame it.
• Make change reversible. Treat new marketing channels and offers like time-boxed experiments. If it flops, you adjust. Most decisions are not permanent.
• Negative self-talk is habitual. A two-minute evening reflection helps you catch it fast and set a cleaner intention for tomorrow.

Try this this week

1. Name the protection. When you feel “lazy”, ask: What am I protecting? My image, my energy, my focus, my sense of competence? What am I making this task mean?
2. Design for flow. List three activities that leave you more energised after doing them. Put at least two on your calendar this week.
3. Run an experiment. Choose one marketing action you’ve been avoiding. Define the smallest viable test, a clear measure of success, and a review date.
4. Close the loop daily. End each workday with: How did I go with self-talk today? What’s one thing I’ll do differently tomorrow? Write it down.

Connect with Andrea:

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

Send us a text

In this episode of Marketing Espresso, I sit down once again with the incredible Leanne Shelton, CEO, AI coach and keynote speaker at Human Edge AI Training. Leanne brings her copywriting background and deep understanding of AI together to talk about something every business owner needs to hear - how to maintain your brand voice in the age of AI-generated content.

We dig into the reality of AI as a marketing tool, not a magic wand. Leanne shares how she went from feeling threatened by AI to embracing it as a creative partner - one that still needs a healthy dose of human oversight. Together, we unpack what happens when businesses sacrifice personality for productivity, why brand voice is the anchor that keeps your marketing genuine, and how to train AI tools like ChatGPT to actually sound like you.

There’s also a healthy dose of honesty in this chat - from the dangers of over-relying on automation, to why pumping out generic, lifeless content can quietly erode your brand. Leanne and I both share real stories from our own experiments with AI, what flopped, what worked, and why the human element always wins.

If you’ve ever wondered how to balance the efficiency of AI with the authenticity of your brand, this episode will help you rethink your approach. Leanne offers practical ways to work with AI - from teaching it your tone, to using it as a brainstorming partner rather than a replacement for creativity.

Key Takeaways & Actions:
Rather than handing your marketing voice over to a machine, treat AI like a junior team member - someone who can help shape ideas, speed up the process, and spark creativity, but still needs guidance. Train it with examples of your work, correct it as you go, and let it learn from you. The best marketing still comes from the human behind the keyboard.

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