The Marketing Meetup

The Marketing Meetup is a really, really nice place for the marketers of the world to come together to listen, learn, meet, and share knowledge. 

Founded in June 2016, the meetup features two talks with actionable insight per meetup and now has a community of over 50,000 people across the globe, running 150+ events per year from London to Tokyo.

At its simplest, it's lovely networking for people who like speaking to other people and learning together.

Join at https://themarketingmeetup.com

Co-Founder

The Marketing Academy

The Marketing Academy's purpose is to turn the marketers of today into the leaders of tomorrow. I was selected as one of 30 marketers from throughout the UK to be part of the class of 2020 scholarship.

Scholar (Class of 2020)

The Keynote Club

Board Member

CoWork Club

The CoWork Club is all about the magic that happens when you bring together freelancers & business owners into a space, once per day, to learn, work, and meet with one another in a positive environment. 

We're starting with our first event in Northampton, but we have big plans to roll out across the world. If you want to get in touch to run your own CoWork Club, host us in your space, or sponsor an event - get in touch :)

Advisor

Empath Marketing

Founding Consultant

Humans Come First

Humans Come First: 

"A podcast for marketers about being more human in your marketing by two marketers passionate about being more human in marketing.

Richard Wood and Joe Glover discuss weekly topics in the world of marketing they find interesting and how they sit within the scope of taking a human approach to marketing.

We're also calling out some shitty marketing practices."

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The Marketing Meetup Podcast

"The Marketing Meetup Podcast is an audio series by marketers, for marketers. Featuring live talk recordings, interviews, and discussions, The Marketing Meetup Podcast is the place for marketers to come to stay in touch, learn, and be inspired."

Co-Host

School of Marketing (SoM)

The School of Marketing was created to solve a growing issue in the industry; to help the next generation of marketers understand how marketing is evolving and to give them the skills needed for a successful career.

I am one of the 'Founding 50' - a group of 50 marketers selected from around the UK under the age of 30 to represent the programme and help bring through the next generation of marketers.

Founding 50 Member

Genie Goals

Genie Goals are a digital marketing agency for great retail brands. We specialise in PPC, Social, Affiliates and Amazon Marketing Services, and I must say... we're pretty blooming good at it. We were named by Google as the most innovative Premier Partner for Google Shopping in EMEA, and have won other awards for our work with clients such as Karl Lagerfeld, Mamas & Papas and many more. 

My role is to lead our marketing efforts - finding new clients, but also making sure opportunities to help existing clients more are being offered. The output of my work at Genie has seen us win a raft of new and impressive clients, being acknowledged for our work on an international scale, rebranded the entire company, and built a legacy for the entire marketing and business development operation to grow from in the future.

Marketing Manager

Business of Software Conference

Business of Software is a world-renowned conference in the software industry. Bringing together the likes of Seth Godin, Joanna Wiebe, DHH, Rand Fishkin, Rory Sutherland and so many more people who eventually became heroes of my own. 

During this time I was the sole marketer in the company, which also happened to be my first proper marketing role. I gained an entrepreneurial attitude and operated independently - teaching myself marketing as I went. 

During this time, I improved the year on year attendance for the main show of the year, Business of Software USA, and consistently delivered on my main metric of increasing email sign-ups. 

I left Business of Software proud of my achievements, having been head-hunted for my next role at Genie Goals.

Bluefin Solutions

My first job was at Bluefin Solutions who were a wonderful company filled with great people. 

I soon realised after joining the company that SAP was not for me, however. I entered the role for the wrong reasons (namely, money) but learned a lot about myself in the process, which inspired my future career choices. It should also be said this time gave me the experience of what it is like to work in large FTSE companies as a consultant. 

My time at Bluefin were some of the most important of my career, and although my time there was short, the lessons learned will last a lifetime.

SAP Consultant

👋  I'm Joe. 

Eight years ago I was the guy who was too shy to speak to people at networking events. Even when I did pluck up the courage, it felt all people valued was my job title or my budget rather than me as a person.

I knew I wanted to meet other marketers and learn about marketing in a safe space, so when I couldn't find it, I made it.

The Marketing Meetup is a positively lovely community for marketers. (Basically, we all look after each other and treat one another as people first 😊)

Through good luck and hard work, in the years since, I (as part of a big team effort!) have built a global community of 50,000+ lovely marketers with a social following of 250k+.

Each week, we're lucky to have amazing guest speakers such as Mark Ritson, Rory Sutherland, Seth Godin and many more share time with our community - educating and connecting us all.

You should join one of our webinars, our membership, or the newsletter: I think you'd get a lot from all of them. 

Some places I have spoken/been a guest on include: 

- Festival of Marketing,
- Innocent Smoothies Internal Sessions,
- Everyone Hates Marketers Podcast with Louis Grenier, 
- The Next Web
- Marketing Week Columnist,
- Fiverr Webinar Series, 
- VeryGoodCopy
- GREENHOUSE Jersey
- SocialDay
- Freelancer Magazine,
- Startup Summit, 
- Marketing News Canada,
- Digital DNA, 
- Moneysupermarket internal inspiration event,
- The Marketing Meetup (of course), 
- Durham University guest lecturer, 
- London College of Fashion guest lecturer, 
- Norwich University of the Arts guest lecturer,
- Essex University Incubator guest lecturer 
- Cambridge University Judge Business School panelist, 
- Linkjoy Social Media Summit
- Habitz Podcast with Mike Winnet

And quite a lot of other places/podcasts. By all means get in touch with speaking/podcast ops. Or, just say hello :)

Joe Glover

Yesterday I was invited to attend LinkedIn’s B2Believe event where they showed some of their latest research. Here are the most useful things I learned in five hours - in under two minutes:

(All stats from LinkedIn unless stated otherwise.)

⬆️ Big picture

- B2B is a $20T market (B2C is $6T).

- Average CMO tenure: 4.5 years.

- The average buying group in B2B is 22 people.

- The biggest growth drivers in B2B: being known and being trusted.

- 82% of B2B buyers say creator content influences them.

- Peer video endorsements are 4× more influential than company-made ones.

💰 Getting buyer groups confident to buy

- “Marketing is an unfair game — the brands that spend more, win.”

- Companies are 20× more likely to be chosen when everyone in the buyer group knows them — not just the experts. Think: HR, legal, procurement.

- On a vendor shortlist, buyers have five jobs to be done. Only two relate to product. The top job: “Can I defend this decision?”. Number two: "Felt confident it would do the job"

- Winning the game is moving from being the biggest or cheapest → to being the most liked and recommended.

📈 Measurement

- The typical B2B buying journey is 211 days (Dreamdata).

- 70% of that happens outside the sales pipeline.

- Only 60 days sit inside the sales process.

- Big thing to note: this completely shifts how we think about “sales cycle length.”

🎥 Making video work harder

- Creative quality drives performance.

- 73% of video completions come down to the creative.

- 49% of engagements depend on it.

Five proven levers:

- Cultural coding - shared references that make a brand culturally relevant & instantly relatable - (Pop-culture references: +41% engagement, Memes: +111% engagement)

- Human stories - (Highly emotive creative: +102% CTR, People-led stories: +65% engagement)

- Attention hacking - story structuring to not waste time - (Mobile-first, bold visuals: +15% engagement, Dynamic text: +14% engagement)

- Expert takes (Featuring exec experts: +53% engagement, Experts on stage: +70% engagement)

- Inspiring imagination (31–60s brand films: +67% engagement, Strong inspirational message: +36% engagement)

There was loads more, but this felt like the most useful chunk. Hope it’s helpful.

P.S. Great to bump into Rachael Higgins and Matt Swain too.

Co-Founder of The Marketing Meetup | Co-Host of ‘Your CMO Mentor’ | The Marketing Academy Alumni

System1Group

Responsible for leading the wonderfully talented marketing, partnership and business development team at System1. We are world leaders in understanding what makes advertising and innovation work and then measuring its potential impact via Test Your Ad, Test Your Idea and Test Your Brand. We are constantly creating new tools to enable decision makers to have confidence in creative development and make the data driven case for emotion. Check out our Ad of the Week and regular reports on how to make effective advertising.

Chief Customer Officer

CMO for System1 Group the world leading Advertising Effectiveness Agency.  We use the power of emotion to predict the impact of advertising on short and long term market share growth. We also provide Creative Guidance to help our customers make 5 Star Advertising. Responsible for launching our Ad testing service under a new Test Your Ad platform which allows fast and effective testing of Advertising and benchmarking against over 100,000 other Ads in the majority of US and UK categories. We also offer world leading tracking via Test Your Brand and innovation pre-test with Test Your Idea.

Chief Marketing Officer

Uncensored CMO

Host of the popular marketing podcast Uncensored CMO interviewing the world's best marketers and often found in the top spot of the marketing podcast charts. It has been downloaded over 2 million times, been viewed on social 40 million times, reaches over 150 countries and continues to grow at over 100% a year. More info can be found at uncensoredcmo.com. I have also spent some time as a freelance CMO helping agencies understand clients better, training in the pitch process and delivering new business development.

BrewDog

Something of a dream job to work on Brewdog as their first CMO! A business that has achieved so much in a very short space of time (Brewdog count in Dog years by the way!). Despite great potential I wasn't able to find a way to work in a very specific culture but still got an insight into one of the world's most successful challenger brands and delivered plenty of ideas in a short time. Concluded that the timing wasn't right for CMO to take over in a strongly founder-led organisation.

Lucozade Ribena Suntory

As Marketing Director and a member of the UK Executive Committee I oversaw a team of 65 people and annual A&P investment of £50m. I led the business through what may be considered the most significant structural change in its history with the introduction of the Soft Drinks Industry Levy (Sugar Tax)

Key highlights:
- Turnaround of Lucozade Energy with new ENERGY BEATS EVERYTHING campaign, the largest ever investment in the brand, in response to consumer backlash to re-formulation.
- Relaunch of Lucozade Sport under the MADE TO MOVE platform bringing the brand back into growth and supporting 1 million people moving more.
- Leading Ribena through reformulation following implementation of the sugar tax with award winning THATS SO RIBENARY campaign.
- Supporting the continued expansion of in-house agency capability (TED team) to realise significant cost saving and create a powerful creative resource managing ATL and ATL asset creation.
- Development of seed brand capability to launch into new sub-categories such as premium tonics and enhanced water

Marketing Director

Purity Soft Drinks

Marketing Director on the Board of Purity Soft Drinks Ltd, a Private Equity backed business with ambitious growth plans.  Very broad experience but a particular focus on fast-tracking product innovation, brand building on limited resources and growing distribution and rate of sale. Key highlights

- JUICEBURST was one of the fastest growing soft drinks brands in the UK market at +98% (IRI MAT to March 15) and is proven to grow the category by an average of +22%
- World's first ever interactive soft drink brand (using Blippar's AR App)
- Fast track Innovation such as JUICEBURST Skinny low calorie Juice and JUICEBURST No Added Sugar the first School approved Juice brand
- Firefly in Top100 CoolBrands for 2015-16 and also The Grocer Product of the Year 2014 (Adult drinks)

Britvic plc

I was responsible for setting up and running a Seed Brand Unit in conjunction with PepsiCo which runs the brand management, customer activation and field implementation of a number of challenger brands including Lipton Ice Tea, Mountain Dew, Drench, Gatorade, V Water, Pure Rush & Purdey's

Head of Seed Brands

Britvic International

I was responsible for heading up the Marketing department in the International division of Britvic and overseeing the expansion of key brands into new International markets.  Part of the senior management team responsible for doubling the size of the business in 3 years!

Head of Marketing - International

I was responsible for delivering rapid growth of the Fruit Shoot brand in Holland overseeing all elements of the marketing mix and the successful launch of the Robinsons brand in the Nordic markets

Marketing Manager - International

I was responsible for turning around the performance of Robinsons as well as accelerating the growth of Fruit Shoot in Ireland, the largest export market for Britvic

Marketing Manager - Ireland

First Drinks Brands

I was responsible for the marketing of a number of Wine & Spirit brands including the first re-launch of Mateus Rose in 50 years, the development of a new Disaronno ATL campaign & the growth of both Tio Pepe & Croft Sherry

Senior Brand Manager

Britvic Soft Drinks

Various roles in Customer Marketing & Category Management the highlights of which include the launch of Robinsons Fruit Shoot, the management of Pepsi BTL campaigns and the creation of the company Category Strategies.

Channel Marketing Manager

Chief Customer Officer | CMO | Uncensored CMO Podcast host | Speaker | Columnist

An experienced commercial leader with lots of senior level sales & marketing experience running both well established and challenger brands. 

More recently I switched from client side to agency side and I am currently working as Chief Customer Office for System1 the world-leading provider of advertising and innovation testing. I combine this role with being host of the Uncensored CMO podcast which has gone on to be one of the most popular marketing podcasts in the world.

Previous experience includes a short stint as CMO for Brewdog, Marketing Director at Suntory leading some of the UK's most iconic brands, on the Board of Purity Soft Drinks, a Private Equity backed Soft Drink business and working for Britvic Soft Drinks running a 'Seed Brand Unit' in conjunction with Pepsi.

Specialities Include: Podcasting, Feeling Seen - how diverse advertising unites us, effective advertising, successful innovation, winning pitches, challenger brands, business development, brand management, customer activation, field marketing, International marketing, brand turnarounds & creative problem solving.

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Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Joe Glover's LinkedIn Performance

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