Marketing events can be hit or miss. They can be all show, superficial or even vacuous. They can drag, overwhelm or (greatly) overpromise. I was optimistic about Adventures In Marketing 2024 in Edinburgh because of the way it was described and the quality of the lineup but, in the words of one of the most gratifying pieces of client feedback I’ve had recently, it surpassed my expectations. The event lived up to its name. Maybe more of a journey than an adventure; the day was packed but never overwhelming, the energy level was pitched just right throughout and it was bursting with valuable insights.
From the first coffee-fuelled chat of the morning (although there were several coffee breaks and I consumed too much of the stuff during the day) to the final wrap-up, every session was delivered with energy, clarity and practical application. Organisers Niki Hutchison and Abi Sea, along with a strong, impressive lineup of speakers, put together something special: an event that balanced inspiration with practical takeaways. And even if I just implement one or two of the strategies and tactics discussed, I know they’ll make a difference.
So, what stood out? And what does it mean for businesses trying to amplify their marketing activity in 2024? Here’s my perspective.
Launches, Sales and The Art of Being You
One of the day’s early highlights was Niki Hutchison’s session on “Perfectly Imperfect Launches”. It’s easy to get caught in the paralysis of perfection, but Niki laid out a simple, structured approach: start early, stay agile and make sales inevitable. The key? Keep adding value, even (especially) post-launch. Instead of aiming for flawlessness — the pursuit of which can be a distraction — focus on momentum.
Carlos Saba built on this with a brilliant session about authenticity in business. His theme: weird is good. Success doesn’t come from fitting in; it comes from knowing your story, understanding your audience’s needs and selling with clarity, not coercion. His journey — closing a successful web agency to focus on ahis “Happy Startup School” — illustrates the power of leaning into what makes you unique. I also had a fascinating conversation about atomic mirrors with Carlos afterwards. I’m constantly amazed by the electromagnetic spectrum — for obvious reasons given Inner Ear’s first project — which we also discussed, along with the development of quantum computing, morality of AI and quirky music.
This is an enchanting song played to us by Carlos Saba during his talk. It’s by Will Pearce, Carlos’s daughter’s physics teacher. I love it.
Anna Payne’s talk, “Everything You’ve Been Taught About Sales is Wrong (*Probably)”, reinforced the value of being you. Sales isn’t about pressure. It’s about relationships, personalisation, trust and playing the long game. The businesses that thrive are those that sell with integrity and consistency.
Fear, Failure and Pricing with Confidence
My friend, co-collaborator and Creative Industries Leadership Group colleague Rachael Arnold hosted a lively, candid panel discussion. Abi began to welcome her on to the stage but forgot the name of her organisation (which is Creative Entrepreneurs Club), she searched for the words but Rachael, too quick witted to wait grabbed the mic, strode on to the platform and declared, “I’ll welcome myself!”
The panel discussion “Feel the Fear and Do It Anyway” brought together some refreshing honesty about business struggles. Ruby Sweeney noted that people’s behaviour has changed so much in the last five years and we don’t even realise just how much. Since 2020 there has been so much change; personal, professional, global. In fact, the only constant is change. She said we’ve become more aware of the need for quiet spaces in events and sufficient gaps in the schedule to take stock. The pandemic reset the status quo, which has been massively liberating.
Like the best business owners, Lucy Hall learned the most from all the mistakes she’s made. Don’t see failure as negative; it’s a great opportunity to learn. Abigail Mills made the salient point was that the biggest leaps in business come when you stop treating it like a hobby. That means curating your influences carefully (cut the aspirational noise of £200K launches in Dubai if it’s not relevant) and focusing on what’s achievable and meaningful for you. Rachael recognised that all three women on the panel had the grit and determination needed to make their businesses work.
Erika Robinson, general manager of sponsors Constant Contact, followed with a remarkably candid look at her own business mistakes while running a children’s play centre. Her valuable lessons drew from experiences like pricing herself too low to ignoring email marketing for too long. She sent her first newsletter, intending to follow up every week. But that didn’t happen and she kept putting it off, despite amassing an audience of 15,000 subscribers. When she did send her next email two years later, some of the recipients replied, “that sounds lovely, but my children have grown up now”.
Who, honestly, can’t relate to that in at least some way! I am very guilty of sporadic emailing. Last year I decided to work my way through my address book one by one which has been one of the most gratifying, useful and valuable things I’ve done. So, know your worth, price accordingly and communicate consistently — even when it feels like you have nothing to say (because actually, you do).
AI, Ads and Scrappy Sales Wins
For me, some of the most intriguing insights came from the AI and digital marketing sessions. AI’s role in sales negotiations, covered by Tara Thompson, was particularly compelling; using ChatGPT to roleplay negotiation scenarios to sharpen deal-making skills is a practical, immediate win. She gave us carefully composed prompts and encouraged everyone to use the voice chat feature (which I love and have been utilising ever since it came out almost a year ago) to first assess our style and then play out different negotiating scenarios. I got pretty good at countering attempts to drive down my prices by steering the conversation away from cost and honing in on value.
On the advertising front, Aggie Meroni’s breakdown of running Facebook ads for free to grow your list was illuminating. Instead of chasing big-budget ad spends, focus on ‘tripwire’ offers and low-value incentives to recoup costs while generating leads.
And then there was Ayo Abbas’ energetic ‘Getting Scrappy With It’, which hammered home the importance of direct action in sales. Instead of overcomplicating strategy, focus on targeted outreach, compelling messaging and regular follow-ups (it’s back to the power of genuine relationship building).
Final Thought: The Biggest Sale You’ll Ever Make
The event wrapped up with Abi Sea’s session on slaying your “sales saboteurs”. The moral of her story was the most important sale you’ll ever make isn’t to a client, it’s to yourself. Believing in your own impact, showing up consistently and cutting out self-doubt are fundamental.
Marketing isn’t just about strategies and tools; marketing is about mindset, positioning and persistence. Adventures in Marketing 2024 was a masterclass in all three.
For Inner Ear, this event reinforced some of our core beliefs: that authenticity beats automation, engagement trumps reach, and that storytelling is at the heart of everything. Whether it’s AI-driven negotiations, content strategy or audience engagement, the best marketing starts with clarity, confidence and the courage to just get started.
So, what’s your biggest marketing challenge right now? Tell us your story.