Most B2B marketers are missing their biggest growth opportunity and it’s hiding in plain sight.

At our Marketing in the Madness Live anti-conference, Jennifer Shaw-Sweet, EMEA Lead at LinkedIn’s B2B Institute, breaks down the “Hidden Buyer Gap” - why 40–60% of deals never close, how to reach the decision-makers you’ve been ignoring, and why brand fame still wins in a world obsessed with clicks.

From the psychology of The Bachelor to the “Circles of Doom” that show how marketing and sales fall out of sync, this talk is a masterclass in how to think differently, act smarter, and make marketing the true engine of growth in your business

Follow us for upcoming talks from the world’s biggest brands and boldest thinkers.

Jennifer Shaw-Sweet https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/

Katie Street https://www.linkedin.com/in/katiestreet/

Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/

Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

The next evolution of commerce has arrived and it’s powered by AI.

In this episode of Marketing in the Madness, Jason Cottrell, Founder & CEO of Orium and incoming President of the MACH Alliance, joins live from the MACH X Conference in London to explore how agentic commerce and composable technology are transforming the way brands build, sell, and connect.

From in-chat shopping on ChatGPT to the launch of new agentic protocols backed by OpenAI, Google, and Stripe, Jason breaks down how these technologies are reshaping the foundations of modern business.

What you’ll learn:

• How AI-driven platforms like ChatGPT, Gemini & Perplexity are changing customer journeys.

• Why the new ACP standard could redefine how we buy online.

• The growing impact of agentic ecosystems and interoperable AI agents.

• How composability enables faster innovation across global brands.

• And much more!

Marketing in the Madness is the straight-talking podcast for marketing and digital leaders who want more - more growth, more clarity, and more impact.

Hosted by Katie Street, it brings together bold brands, sharp thinkers, and next-gen voices from across the industry — from Estée Lauder to Vodafone, Contentful, Jägermeister, and beyond.

Each episode cuts through the noise with real stories, honest insights, and ideas you can actually use.

If you’re serious about staying ahead of the shifts in AI, marketing, and tech - subscribe now!

Retail is changing fast and River Island is already running ahead of the curve.

In this episode of Marketing in the Madness, we dig into how the brand is building smarter systems, faster teams, and better customer experiences using AI.

From automated code generation to an internal AI platform called Delta, River Island’s tech team is turning innovation into a daily habit.

We talk about what’s next for the brand, how AI is transforming retail operations, and why now’s the moment to plug in and start experimenting.

What you’ll learn:

- How River Island is building AI into its day-to-day operations - Why “test and learn” cultures are reshaping the retail playbook - The power of modular tools like Delta - What’s next for customer experience across web and stores

Don't forget to subscribe to our channel and hit that notification bell to stay ahead of the madness.

Chapters

00:00 – AI is now driving 50% of online traffic 00:24 – The rise of test-and-learn cultures 01:18 – How AI models are reshaping search 02:28 – Inside River Island’s AI engine: Delta 05:26 – The power (and risk) of new AI tools 06:39 – AI’s future: scary or exciting? 06:52 – River Island’s next chapter in innovation 07:53 – Building smarter stores and better systems

Simon Pakenham-Walsh https://www.linkedin.com/in/simon-pakenham-walsh/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

In this mini episode of Marketing in the Madness, River Island’s CIO Simon Pakenham-Walsh reveals how one of the UK’s biggest fashion retailers is reinventing the customer experience through technology - both online and in-store.

After a “summer of reset,” the brand is doubling down on innovation, data, and seamless shopping journeys.

What you’ll hear:

- From RFID-powered “dump bucket” self-checkouts to smart fitting rooms that recommend your next size — River Island is redefining frictionless retail.

- How Simon’s team is uniting website, app, and store tech into one connected system where customers can browse, buy, and return anywhere.

- Why River Island’s focus on data, agility, and micro-experiments is shaping the future of retail innovation and customer experience design.

This isn’t just a tech upgrade, it’s a retail revolution built for the next generation of shoppers.

Subscribe to this channel for more raw, real conversations with the people shaping the future of marketing, tech, and creativity.

Simon Pakenham-Walsh https://www.linkedin.com/in/simon-pakenham-walsh/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/

The future of shopping isn’t about selling, it’s about experience.

Simon Pakenham-Walsh, CIO at River Island, breaks down how technology, AI and data are transforming retail — from smart stores and RFID checkouts to seamless online journeys that actually feel connected.

With a career spanning Sweaty Betty, Sainsbury’s and Arcadia, Simon’s seen how brands win (and lose) when they get transformation wrong. Now he’s revealing how River Island is rethinking its tech, people, and mindset to rebuild what shopping means in 2025.

This one’s for the marketers, retail leaders and founders trying to make digital transformation actually work - without losing the human touch.

We talk:

• The future of retail and technology

• Why AI and data are rewriting how we shop

• How to transform a brand without breaking it

• Why tech isn’t the problem - mindset is

If you care about the future of eCommerce, AI in retail, or the next generation of in-store experiences, this episode will change how you think about shopping forever.

Forget glossy influencer campaigns, the real power in e-commerce right now?

Your own people.

In this mini episode of Marketing in the Madness, we uncover how Marks & Spencer, of all brands, quietly became the new Zara, by handing the camera to their employees.

Our guest breaks down: - How employee-generated content (EGC) is flipping social commerce on its head - Why shoppers trust real staff more than influencers - The secret behind 2x higher order values and 3x more site visits from live shopping - Why authenticity beats polish - and how that’s changing the future of e-commerce

From live shopping to shoppable stories and social proofing, this convo dives into what happens when brands let their people become the stars.

If you care about e-commerce, social commerce, or brand authenticity, this one’s a must-watch

LiSA https://www.hello-lisa.com/

Sophie Freres https://www.linkedin.com/in/sophie-fr%C3%A8res-n%C3%A9e-spethmann-3316548/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness

https://www.instagram.com/marketinginthemadness/ https://www.linkedin.com/company/marketing-in-the-madness-podcast

The future of luxury is being rewritten and it’s happening faster than anyone expected!

In this episode, Katie Street sits down with Ekaterina Golovanova, Digital Director of Luxe at L’Oréal, to uncover how some of the world’s most iconic beauty brands are reinventing themselves in the age of AI, social selling, and shifting consumer expectations.

They cover everything:

• How AI is transforming skincare diagnostics and personalisation
• Why Gen Z is changing luxury forever
• The rise of TikTok Shop and the new wave of social commerce
• How luxury brands can stay exclusive while building inclusive communities
• The future of product discovery in a world of LLMs and AI agents

Ekaterina has worked with powerhouse brands like Lancôme, Armani, YSL, and Kiehl’s so this conversation goes deep into what luxury means today and what it will look like tomorrow.

If you care about AI, beauty, luxury, retail, or the future of marketing, this one is for you.

Don’t forget to follow for more unfiltered conversations with leaders reshaping the world of marketing and digital. Ekaterina Golovanova

https://www.linkedin.com/in/ekaterinagolovanov042/

Katie Street

https://www.linkedin.com/in/katiestreet/

https://www.instagram.com/streetmate/

Street Agency

https://street.agency/

https://www.instagram.com/street.agency/

https://www.linkedin.com/company/streetagency/

95% of your market isn’t buying today. So why are you still selling like they are?

This mini episode of Marketing in the Madness drops the honest truth about the 95/5 Rule and why long-term brand fame beats short-term sales hype every single time!

In this cut from our full conversation, we get into:

👉 Why showing up consistently matters more than pushing harder 👉 How to stay in front of the 95% who’ll buy later 👉 The unfair advantage of brand fame in B2B

This is street-level strategy for marketers who actually want to play the long game and win.

Jennifer Shaw-Sweet https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/

Katie Street https://www.linkedin.com/in/katiestreet/ https://www.instagram.com/streetmate/

Marketing in the Madness https://www.instagram.com/marketinginthemadness/

Street Agency https://street.agency/ https://www.instagram.com/street.agency/ https://www.linkedin.com/company/streetagency/