Episode #45
The Channel Zone Podcast - #4-009 with Tony Larks of M79
Marketing has more data, technology and automation than ever before—but behind every signal, click and digital breadcrumb, there is still a human being. In this episode of The Channel Zone Podcast, Mark Edwards is joined by Tony Larks, founder of M7G Consulting and a technology marketing veteran with more than 35 years of experience. Tony reflects on his journey from reluctant salesperson to sales-focused marketer, explaining how B2B marketing has evolved from mailshots and fax machines into a world of real-time intent data, marketing automation and artificial intelligence. He explores the challenge of distinguishing customers who are ready to buy today from the much larger audience who may buy in the future. They also discuss one of technology marketing’s most persistent problems: businesses that communicate from the inside out, concentrating on their products rather than the issues their customers need to solve. Tony explains why effective positioning starts with the buyer, why different audiences require different messages and why every part of an organisation must ultimately tell a consistent story. The conversation then turns to AI—what Tony describes as the most significant technological change of his career. He shares practical examples of using AI to monitor markets, research accounts, analyse sentiment and uncover intelligence that would previously have required entire teams of researchers. Finally, Tony discusses his voluntary work as a community first responder, where presence, communication and empathy can be every bit as important as clinical knowledge. A wide-ranging conversation about marketing, AI, human connection and creating work that genuinely matters.
