Test. Learn. Grow.

Join us for a landmark episode of Test. Learn. Grow. as we discuss the merger of Level Agency and WebMechanix. Hear from Level CEO Patrick Patterson and WebMechanix co-founders Chris Mechanic and Arsham Mirshah about how their shared values and complementary strengths are poised to transform performance marketing.Explore the cultural synergy and future strategies that will enhance their client services and set new industry standards. A must-listen for insights into the power of strategic mergers in marketing.

The enrollment cliff is looming for regional schools like the University of Akron. These institutions are among the most vulnerable, competing with big state schools for students and dwindling enrollments.  Steve McKellips, Vice Provost of Enrollment Management has worked tirelessly to reverse that trend, analyzing finance, retention, affordability, student experience, and enrollments.  Tune in to our conversation with an inspiring leader who is finding traction through revenue-focused enrollment management.  

With all the noise flooding today's B2B sales channels, even the savviest marketing teams struggle to connect with their best-fit accounts. Tune into this episode of Test. Learn. Grow to hear from our CMO guests on how Account-based Marketing (ABM) allows businesses to get more targeted in how they engage their dream accounts. By coordinating marketing and sales teams to focus on the accounts that matter most, companies can have more relevant and impactful connections. Taking an ABM approach has helped streamline processes, boost efficiency, and build stronger relationships between company and customer. ABM is a process that takes time to pay dividends. Hear how to get organizational buy-in and manage long sales cycles while you wait for revenue to follow. Our guests share tips to refine your ABM approach. You'll understand how to measure results and effectively connect marketing activities to pipeline impact. Make your ABM strategy more than just tech. Coordinate your outreach to bring those key accounts into your fold. 

If you're an executive implementing generative AI tools at your organization, congratulations! You're ahead of most leaders, for now. The latest episode of the Test. Learn. Grow. podcast features a discussion with two leaders who are futher along than most — Tesa Burg is CTO at Mod Op, and Patrick Patterson, our own CEO at Level.   They've both embraced generative AI as a part of their ways of working, and they're not afraid to share their enthusiasm, advice, hot takes, and cautionary tales. Listen in for insights about: What generative AI is, and what it isn't How to get organizational buy-in from the top down Where to apply AI tools to create the most efficiency and value Why security is critically important (but shouldn't stop your team from experimenting)  

At Level, our Test. Learn. Grow. philosophy underpins everything we do. What exactly do we mean by this, and what makes it so effective? In short: it helps us find opportunity, focus our creativity and curiosity, and quickly adapt when needed.  Hear from three of our leaders as they illustrate ways that this methodology improves business outcomes, yields insights, and keeps us agile and learning in a changing marketplace. 

For Chris Brussalis, President of Point Park University, it's time to re-think higher ed. For him, this means program expansion to reach nontraditional students, especially adult learners. It means applying the university's mission to its downtown Pittsburgh location, and involving students in the cultural life of its community. And finally, finding like-minded leaders who are ready to support a bold vision. Basically, it means embracing experimentation and change that will ultimately enable institutions to do more than they ever could before. Test. Learn. Grow, right? Listen to our conversation on ways that innovative higher education institutions can adapt and grow in a time when many are facing dwindling enrollments and stiff competition.  

In this episode of Test. Learn. Grow., we're joined by Joshua Berry to unpack the concepts featured in his new book, "Dare to Be Naïve: How to Find Your True Self in a Noisy World".Berry dismantles the notion that naiveté is a weakness in business, arguing instead for its power in driving innovative, impactful change. He emphasizes the importance of curiosity, authenticity, and optimism in creating business strategies that are not only profitable but also socially responsible.Drawing from his book, Berry shares how embracing a mindset of chosen naiveté can lead to a more fulfilled life and successful business, backed by real-world examples. This episode offers valuable perspectives for leaders and individuals alike, illustrating how daring to be naïve can be a strategic tool for generating positive returns and profound impacts in today's evolving business world.

It's no secret that higher education institutions face an onslaught of challenges. Shifting demographics, hybrid learning models, shrinking budgets, and even a lack of trust in the education space overall. It's time for a reimagining with a focus on access and affordability. What's stopping you? Oftentimes, it's the pressure to keep up with larger, more traditional institutions rather than emphasizing your own unique offerings and how they serve your communities. Dr. Melik Khoury, President and CEO of Unity Environmental University, gives the lowdown on lowering barriers, expanding educational options, and inviting in new technologies and approaches to keep schools, and their students, on the cutting edge.This episode is sponsored by CompleteU Education. To learn more about CompleteU, visit their website at completeueducation.com

In this episode, guest Jenna Bluedorn, Team Lead at Level Agency and Ph.D. candidate at Indiana University of Pennsylvania in Media and Communications Studies, joins us to explore insights around today's video content trends and strategies.User generated content and short-form vertical videos are dominating social platforms right now. Consumer trust in polished ads is declining. Authentic, raw videos shot on phones now build deeper relationships with audiences.If you're struggling to cut through and connect with audiences, the perspectives outlined in this episode can help take your approach to content creation up a notch.

In this episode of Test. Learn. Grow., host Dave Babst is joined by John Meyer, CEO and Founder of CompleteU, to discuss strategies for engaging and supporting adult learners pursuing higher education. As more adults return to school to upskill, finish a degree, or pivot careers, colleges and universities have a tremendous opportunity to meet their unique needs.Dave and John explore common barriers adult learners face and how institutions can evolve to create a more welcoming, flexible, and supportive environment. Listeners will learn strategies for marketing, admissions, academic programming, student services, and more. The goal is to give higher ed marketers and leaders actionable insights to improve enrollment, retention, and graduation rates among this growing demographic.

This episode explores why B2B marketing teams need to shift their success metrics from leads and MQLs to tracking real revenue impact and ROI.B2B marketing experts at Level explain how marketing and sales misalignment happens when teams have separate goals and metrics. They discuss why marketers need to analyze the full customer journey through hybrid attribution to demonstrate how their programs influence pipeline and closed-won deals.Start embracing shared goals with sales and focus on revenue-based metrics to optimize spending and prove marketing's value.

In this episode, our experts in higher education marketing share their insights on how getting beyond email into a dynamic, multichannel lead nurturing effort can make a huge impact on your enrollment rates. Key insights from the episode:You want to be where your students are. Test into channels like social, video, and text messaging.Personalized experiences are crucial. Use segmentation and personalization tools to cater to unique buyer challenges and needs.Have clear goals for success, but know what bad performance looks like, too. You'll know when to pull the plug. Marketing is not a lone wolf. Build consensus with your admissions teams and agency partners to avoid any missteps. Don't set it and forget it with your lead nurturing campaigns. You're probably leaving enrollments - and long term relationships with great students - on the table. 

On this episode of Test. Learn. Grow. we dive deep into feed management and optimization, and its important role in the world of Ecommerce marketing.Starting off with a foundational understanding, we tackle the common pitfalls that businesses unknowingly step into, highlighting the ramifications on their performance. Special guest Jeff Bordeaux, Strategic Account Director at Feedonomics, joined us to shed light on their holistic approach to feed optimization, enriching the conversation with real-world success stories.

Dive deep with us as we unpack the transformative trends from the 2023 Forrester B2B Summit. As the B2B landscape rapidly shifts, are businesses truly prepared for what's next?Growth via Customer Value – Discover why centering marketing, sales, and product around customer value is the new gold standard. We unravel Forrester's new B2B customer-obsessed growth engine.The Age of AI – If you aren't already incorporating AI into your strategies, you're already behind.  We explore the titanic influence of AI, especially generative AI, in the B2B realm. We discuss the prudent and strategic use of AI to ensure it enriches, not hampers, the customer journey.The Backbone of B2B - Tech & Data Stacks – Intent data is the new oracle for B2B growth teams. We dive into why a robust tech and data infrastructure is indispensable, and how it's reshaping the ways businesses approach marketing, sales, and product development.Tune in, rethink your strategies, and align with the future of B2B!

Exciting times ahead: Level Agency and Becker Media have merged! We're combining two industry-leading digital marketing agencies to redefine performance marketing in the education sector and beyond. In this episode, we discuss how this strategic move will:Expand Our Resources & Capabilities: We're enhancing our service delivery across all sectors.Foster innovation: Infusing fresh perspectives and strategies in our portfolio.Provide Benefits of Scale: With 125+ professionals and $150M+ digital media spend, we're deepening our expertise, technology, and insights.

In this  episode, we unpack the changing landscape of the B2B buying process and how marketers need to navigate these changes to drive growth. Here's what we dive into:The transition of the B2B buyer's journey from a linear pathway to a complex, unpredictable cycle.The growing trend of self-service among modern B2B buyers and methods for supporting this shift.The necessity of creating personalized marketing experiences that resonate with a diverse range of B2B audiences.The critical shift from traditional lead-focused KPIs to revenue-centric metrics.Effective strategies for synchronizing marketing and sales efforts to accelerate business growth.

In this episode, we unpack how to strategically craft a personalized B2B content strategy and offer actionable insights on how to execute it at scale. Key Takeaways:The Power of Personalization: Get to know your audience segments' unique needs, motivations, and pain points.Audience Segmentation is Key: Slice your audience into distinct segments based on shared characteristics or needs to create highly relevant content.Scale Personalization: Identify shared challenges among your audience segments to guide content creation.Content Mapping: The type of content you provide matters and it should align with your customer's journey. From awareness to decision-making - we cover what works best at each stage.‘”One to Eight” Approach: Maximizing efforts is key. Learn how one piece of comprehensive content can be transformed into eight unique pieces, catering to various platforms.

Measuring brand awareness impact can often seem like an impossible task. In this episode, we tapped in our Education Team Lead, Geoff Roebuck, to demystify brand awareness and how to effectively measure it.Here's what you'll learn:

In this episode, we dive into the critical role of ecommerce marketing and audience segmentation in formulating effective marketing strategies. The focus is on our advanced approach to audience segmentation, particularly at the pivotal consideration stage of the buyer's journey. We unpack the power of tailored messaging, showing how we've honed message development for various audience segments and sharing powerful success stories that demonstrate the results of our strategies. We're giving a behind-the-scenes look into real client examples and   examining how our segmentation and personalized messaging have significantly reduced costs and increased conversion rates. You will have the understanding to implement improvements in your marketing strategies and the starting steps to get there.

Let's talk about the everchanging ecommerce landscape!Why Staying Updated Matters — In an era where Ecommerce is rapidly evolving, businesses need to keep pace with the latest trends to stay competitive. We'll discuss the importance of being informed and share a practical tip to help you stay updated.Troubleshooting Common Platform Issues — Ever faced issues with platforms like Performance Max? We'll uncover common challenges and provide practical solutions. Plus, discover the benefits of joining user communities for these platforms.Testing New Display Platforms — Consider the value of testing platforms like Criteo. We'll discuss the potential benefits and share a success story that underlines the power of starting small and scaling up based on performance.Embracing New Platforms — Looking to spice up your Ecommerce strategy? Consider newer platforms like TikTok, Snapchat, or Reddit. We'll discuss the potential of these platforms and share a success story of a business that dared to venture into new territory.Flexibility & adaptability are crucial— continuous learning is your key to success

In this episode, we navigate the complex landscape of Machine Learning (ML), Artificial Intelligence (AI), and Automation— specifically honing in on their pivotal role in higher education marketing. As these technologies become increasingly essential in a data-driven world, we highlight the necessity of adaptation and strategic innovation.Our attention then shifts to the specific applications of AI, ML, and Automation within marketing. We highlight how AI can reshape student recruitment strategies, how ML can personalize content for enhanced student engagement, and how automation can streamline administrative tasks, improving overall efficiency.Finally, we explore the tangible advantages that these technologies can offer to higher education marketing. From optimizing Return on Investment (ROI) to increasing operational efficiency, we delve into how a strategic shift towards AI, ML, and Automation can result in significant gains.

In this episode, we explore the distinct yet intertwined marketing strategies of demand generation and demand capture in the B2B space. Through expert insights, we reveal how demand generation, focused on raising awareness and interest, and demand capture, concentrating on leveraging existing market interest, function differently.Further, we underline the necessity of viewing these strategies not as independent entities, but as co-existing tactics that, when harmonized, can drive business growth. With real-world examples and best practices, we illustrate how the integration of demand generation and demand capture can create a dynamic marketing strategy.This episode offers valuable knowledge for all B2B marketers striving to level up their marketing initiatives.

In this episode, we're taking a critical look at the current challenges in higher education marketing related to social platforms, particularly focusing on the declining performance of Facebook. As more users migrate their attention to new platforms, we're seeing a need for adaptation and strategic rethinking.The spotlight then turns to the rising stars of social media - TikTok and Snapchat. They're capturing the attention of the younger generation, who are now entering the target audience for higher education institutions. We discuss why it's critical to test these platforms and understand their unique dynamics.Finally, we delve into the tangible benefits these emerging platforms can bring to higher education marketing. From reaching a wider audience to more engaging content formats, we explore how a shift in strategy can yield significant results.

In this episode we unpack the essentials of data strategy, its impact on your business, and the dynamic interplay between data science and data engineering.From understanding the balance between offensive and defensive data strategies to demystifying the Proof of Concept Approach, data modeling, and the pros and cons of data science investments, we delve into key elements that can help shape a robust data strategy to drive any business forward by enabling better, data-driven decision making capabilities.

In this episode, we explore the world of Ecommerce marketing, discussing 5 key focus areas for success:1. The Ever-Changing Ecommerce Platform Landscape2. Consideration-Stage Audience Segmentation & Messaging3. Small Tweaks to Product Feeds Can Make a Big Impact4. Daily Management & Weekly Reporting 5. Know Your Audience & How They Change Throughout the YearLearn from the experts at Level and uncover actionable strategies to grow your Ecommerce business.

In this episode, we explore the world of B2B marketing, discussing 5 key focus areas for success:1. Thinking About Demand Generation & Capture as Different Tactics2. Establishing & Engaging Ideal Customer Profiles3. Consistently Developing Personalized Content 4. Understanding the New B2B Buyer Journey5. Revenue-Focused Success MeasurementLearn from the experts at Level and uncover actionable strategies to excel in B2B marketing.

In this episode, we explore the world of higher education marketing, discussing 5 key focus areas for success:1. Embrace new and emerging platforms as Facebook's influence declines2. Leverage machine learning, AI, and automation to optimize your campaigns3. Develop a solid brand awareness measurement strategy4. Nurture leads beyond email for maximum impact5. Invest in high-quality video and user-generated content to boost engagementLearn from the experts at Level and uncover actionable strategies to excel in higher education marketing.

Welcome to Season 2 of Test. Learn. Grow., the digital marketing podcast that helps you stay ahead of the curve in the ever-evolving marketing landscape. In this episode, we give you a warm welcome to our exciting new season, discussing what you can expect from our upcoming episodes.Season 2 brings you even more expert insights, tailored strategies, and industry-specific advice for verticals like B2B, Higher Education, Ecommerce, and Financial Services. We're also introducing live episodes on LinkedIn Live, featuring industry leaders ready to share their knowledge and answer your questions in real time.

100K+ Leads Generated. 9X Average eCommerce ROAS. 42% Agency Growth.  2022 was a year of incredible growth and development not only for our clients but for Level Agency as a whole. In this episode, we decided to pull some stats, poll our people, and piece together a picture of this past year in measures that together tell a much bigger story than numbers alone ever could.  For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Reviews and followers are an indicator for a strong brand reputation. Shopping for a deal online? Read the Google reviews for their business. Curious about a brand you've never heard of? See what they're up to on social. SEO algorithms notice this too. Listen as Level's SEO Manager, Joe Garrigues explains why organic reviews and social media followers are the way to go.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

There's something intuitive about how search engines rank your page based on keywords. People searching for a thing? We talk about that thing! It makes sense. Linking is a little harder to wrap your head around. If we're making the best content in the world, who cares about links?  For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

We all want the same thing: When our customers search Google for terms related to our business, we want to be right there in the search results. Ranking with SEO has a technical side and a creative side. In this week's episode, SEO Manager Joe Garrigues explains why you shouldn't follow the old shortcut: keyword stuffing, and what you should do instead. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

We're joined by Eric Papzcun of InnerActivate. For Eric, the foundation of any go-to-market strategy should be a brand benchmark — measuring where your brand sits in relation to the competition. His methodology looks at three dimensions from the perspective of the buyer: Visibility, Relevancy, and Trust.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

We get the question all the time from clients: “Should I be advertising on TikTok?” or “Are my customers using Snapchat?” My answer is usually the same, particularly for higher-education, where I focus: What if your competitors started to? For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

 At Level, we use digital tools in a variety of ways — and invent our own when our business needs demand. But development is always an investment. When does it make business sense? When is digital innovation incremental, and when is it disruptive? We've seen how technology has transformed marketing and a host of other industries. This week, I met with a leader in the recruiting space to learn about some unexpected and powerful ways that technology has produced business success for them. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Christopher & Banks is a women's fashion store that's been around for a couple of decades and is a pioneer of its time, with size inclusivity. Join Tim Fitzgerald, eCommerce team lead, and Abby Young, eCommerce Media Manager, as they talk through a recent case study on how the COVID-19 pandemic changed the way a brick-and-mortar store had to operate. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Brainstorming can be intimidating sometimes. Join us this week with Level's own Creative Center of Excellence Lead, Mike Rubino. We will dive into some brainstorming tips and tricks that are sure to help you get your creative juices flowing, just in time for the new year. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

There's a reason we put evergreen strategies into play. That's because they are the tried and true strategies for the baseline of everything we do here at Level Agency. Hear from B2B-1 Team Lead, Laura Greenawalt, as she explains the importance of proper planning for the upcoming year.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

From keyword stuffing to buying links and reviews, certain SEO practices could be negatively affecting your brand. Is your company reputation safe? Listen for what you should be doing. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Tim tells us all we need to know about tradename or branded search campaigns.  For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Google just updated its search algorithm. Again. For SEO manager Joe Garrigues, that's business as usual. Doing great Search Engine Optimization (SEO) means being adaptable. The goal: Make your website as discoverable and useful as possible. Hear his philosophy and some practical approaches to optimizing your strategy, no matter what Google changes. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Company culture is how you do what you do in the workplace. It's the sum of your formal and informal systems and behaviors and values, all of which create an experience for your employees and customers. At Level Agency we call these our P.R.O.U.D values.Listen as Josh Berry of Econic explains how company culture can impact your company.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Tim breaks down the three steps on how to improve the quality scores of your ads.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Successful marketers come from all walks of life. This is especially true at Level. Listen as members of the team share stories about their lives before Level and offer up advice for those interested in a marketing career. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Listen to a previous LinkedIn Live conversation where we dig into creative trends, tactical how-tos, and (ultimately) how to generate creative that produces a tangible return.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

A succinct breakdown on the economics to consider when deciding just how much you can afford to pay per click on your performance marketing.For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

As headlines continue to talk about economic recession, it's now more important than ever to take a hard look at performance marketing. In this episode you'll hear from the heads of Level Agency's four Centers of Excellence about how your messaging, media strategy, and overall marketing mix should be adjusted during a recession. We'll also give you some solid data points about why now is the time to lean-in to your performance efforts, NOT withdraw. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Whoa! It's been one year of the Test. Learn. Grow. podcast. Join us as we look back on the show and recap some of our most popular moments. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

Jordan Grace has been with Level Agency for a decade. In that time he has helped to drive our best practices around extracting, storing, and visualizing data. In this episode, Jordan takes us behind the scenes of this process and offerings insights into how you can get started visualizing data into useful dashboards. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

For some in business, the idea of having an internal marketing department or an external agency feels like an OR decision. When really, both can peacefully co-exist, and more than that, amplify the results of your organization's marketing efforts. This episode features Level Agency client Barrett Betz, VP of Marketing for Betco. Barrett illustrates the ways in which he's been able to integrate his internal department with Level as an agency partner, and offers insights into how others might do the same. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403

It's a common debate among marketers: is it best to drive paid traffic to an organic website or to specific landing pages?This podcast originally aired as a LinkedIn Live where two members of the Level leadership team faced off in a debate, each arguing a specific side of the question. At the end, we drop the act and give your our agency POV on the subject. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level.agency or text us at 412-430-4403