Intellicast S5E27 – IMD Preview Part 1 – David Paull and Susan Griffin

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Intellicast S5E27 – IMD Preview Part 1 – David Paull and Susan Griffin


Welcome back to Intellicast! This is part 1 of our 2-part series previewing some of the speakers and content at this years’ Insights Marketing Day in Chicago on October 6, 2022.  In this first episode, Brian Lamar and Producer Brian are joined by David Paull of Dialsmith and Lillian Labs and Susan Griffin of Griffin + Skeggs Collaborative. Both David and Susan will be speakers at the upcoming IMD conference, so this episode is a great chance to get a sneak peek at the content they’ll be sharing.

David Paull [4:00 – 29:05]

David’s interview kicks off with an overview of his background in market research. He started his career in technology, marketing, and sales but eventually fell into marketing research which led him to found Dialsmith and Lillian Labs. In his interview, we learn how these companies work together for stronger storytelling and messaging.

David’s session at IMD, Stupendous Storytelling for Marvelous Messaging, will share a real-life example of a B2B company struggling to differentiate itself from its competitors. He’ll share how they developed new messaging from their research, tested, and finalized it. It will cover everything from getting to know your audience to creating testable, story-based messaging.

Toward the end of his interview, David shares some quick tips for improving your storytelling and messaging and has his own segment of the 4Ps. This is a jam-packed interview that has us hyped-up for his presentation at Insights Marketing Day!

Susan Griffin [29:06 – 1:10:52]

We start Susan’s interview by asking about her career and background. Susan actually got her start in sample! She’s held various roles including East Coast US Representative for ESOMAR and being on the Insights Council for the American Marketing Association. Susan shares how her involvement in these organizations led to her career in market research.

Susan’s session at IMD is titled, When Building Your Brand, Think Like a Builder! Her presentation will help market researchers differentiate the work they do from others in the industry, and understand how, as builders, we can describe our end product rather than simply sharing our tools. (An awesome metaphor if we do say so ourselves.) You’ll walk away from her session knowing how to make your brand accessible, memorable, and referrable.

Susan shares her advice for market researchers if competitors start to adopt your differentiating messaging and has her own take on the 4Ps! You don’t want to miss Susan’s session at Insights Marketing Day!

You can listen to Susan’s podcast, Story Conversations, here. Dinner in America, the movie featuring Susan’s daughter, Emily, comes to Hulu later this month! You can watch the trailer here.

You can learn more about Griffin + Skeggs Collaborative here.

Thanks for listening!

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