Harnessing Creative & Lateral Thinking for Big Marketing Wins ft. Tom Shapiro | The Growth Genius
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In this episode of The Growth Genius, we have Stratabeat’s Founder & CEO, Tom Shapiro to talk about the role of creative and lateral thinking in the marketing and how businesses can use it to their advantage. Tom will be hosted by Infidigit’s Country Director - Americas, Shelly Singh.
About Tom:
Tom is the CEO of Stratabeat, a B2B marketing agency specializing in SEO, content development, digital PR, and web design. Through his career, Tom’s clients have included market leaders such as Intel, GE, and AT&T. Previously, Shapiro was the Director of Digital Strategy at iProspect.
During his five years at the agency, the number of employees grew from 85 to 700+. With a passion for neuroscience and behavioral science, Shapiro’s insights have been published in Chief Marketer, CMO.com, CNN.com, Forbes, and MarketingProfs. Shapiro is the author of the books “Rethink Lead Generation: Advanced Strategies to Generate More Leads for Your Business” and “Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth.”
About the Topic:
Creative and lateral thinking are important skills in marketing. Lateral thinking, invented by Edward de Bono, is a type of messy thinking that is different from the logical thinking most people use today. It involves expanding your thinking to find new solutions. Lateral thinking can be used to turn a product weakness into a strength by emphasizing a different point of view. Creative thinking can be triggered by different techniques and is an effective method for generating new ideas and testing them in new environments.
Tom also sheds light on how marketing has evolved over the past few decades and why brining creative and lateral thinking to the table is more than important in this digital age. He also shares his view on why marketers need to create new marketing practices rather than following the textbook knowledge about marketing. Tom has also shared some techniques that marketers can use to become more creative and innovative.
While speaking with Shelly, Tom also shares case study of Salesforce on how they used behavioral science to beat their competition in the market. Along with it, he has explained how neurorscience and behavioral science works with SEO.
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