Marketing Edge Academy Our guest is Keitha Maciel who runs The Marketing Edge Academy. It's an education company that elevates the skills of entrepreneurs and marketers who want to convert more prospects to clients. Her courses reveal how buyers think so you can guide their behaviour to achieve sales. Summary of the Podcast Introductions  Graham and Kevin introduce themselves and welcome their guest Keitha Maciel to the "Next 100 Days" podcast. They explain the format - an informal conversation with no script, focused on marketing and how to convert more prospects into buyers. Keitha's background  Keitha shares how she discovered her passion for marketing later in her career. Incredibly she spent the early part of her career working in finance. She pursued a master's in digital marketing and studied consumer psychology, neuro-marketing, and behavioural science. This has given her expertise in crafting compelling offers and engaging customers. Converting prospects to buyers Keitha explained her methodology for converting prospects. It's based on behaviour design principles. What's important is understanding customer motivations, abilities, and triggers. Keitha stresses a "got to have it" offer. You'll need one that solves their problems and aligns with their business goals. Applying the methodology to different markets  The discussion explores how Keitha's approach can be applied to both B2B and consumer markets. There are some differences in the specific tactics used. Keitha highlights the importance of crafting the right message and offer for the target audience. Marketing Edge Academy Keitha describes her Marketing Edge Academy, which offers training courses and coaching programs to help businesses improve their marketing and conversion rates. She discusses how she packages the courses to make them an "irresistible offer" for her clients. The impact of AI on marketing  The conversation turns to the significant impact that AI is expected to have on the marketing industry in the near future. Keitha emphasises the need for marketers to adopt AI skills and incorporate the technology into their strategies to remain competitive.   Clips from the Podcast Marketing Edge Academy Promise - Get More Prospects to Convert https://thenext100days.org/wp-content/uploads/2024/08/Keitha-Maciel-Academy.mp4   Behaviour Design https://thenext100days.org/wp-content/uploads/2024/08/Keitha-Maciel-3-Steps.mp4   Crafting an OFFER https://thenext100days.org/wp-content/uploads/2024/08/Keitha-Maciel-Category-of-One.mp4   Engagement Tactics https://thenext100days.org/wp-content/uploads/2024/08/Keitha-Maciel-Engagement-Tactics.mp4   Impact of AI https://thenext100days.org/wp-content/uploads/2024/08/Keitha-Maciel-Impact-of-AI.mp4   Keitha's Testimonial https://thenext100days.org/wp-content/uploads/2024/08/Keitha-Maciel-Testimonial.mp4   The Next 100 Days Podcast Co-Hosts Graham Arrowsmith Graham founded Finely Fettled ten years ago to help business owners and marketers market to affluent and high-net-worth customers.  MicroMailings is his new low risk, done for you marketing solution for companies seeking high net worth leads. Get 250 all-inclusive affluent data, direct mail, A lister copy, design, print and postage plus telephones to follow up your initial letter for £775 +vat. He is also an authorised reseller for MeclabsAI, which combines the leading source of 10,000 marketing experiments with AI. Find Graham on LinkedIn. Kevin Appleby Kevin specialises in finance transformation and implementing business change. He's the COO of GrowCFO, which provides both community and CPD-accredited training designed to grow the next generation of finance leaders. You can find Kevin on LinkedIn and at kevinappleby.com