Podcasts about clv

Cem Atik is the co-founder and CMO of Harucon Ventures, a firm that acquires minority and majority equity stakes in e-commerce and SaaS businesses doing between one and ten million in annual revenue. Rather than operating as an agency or consultancy, Cem and his team get in with capital, take operational control of marketing and finance, and work to make the businesses they partner with structurally profitable.Most e-commerce brands that come to Harucon Ventures have the same underlying problem: they are optimizing for the wrong things. Revenue looks healthy. ROAS looks acceptable. But unit economics are broken, overhead is bloated, and the margin structure makes scaling impossible.In this conversation, Cem walks through exactly how his team diagnoses and fixes that. From cutting ad spend by 1.7 million euros in a single month to replacing a fulfillment provider that was silently overcharging a brand shipping 25,000 packages a day, the fixes are rarely glamorous but consistently high-impact. The conversation also covers his four-engine growth framework: acquisition, retention, conversion, and profit-first optimization, and why founders who lead with ROAS are measuring the wrong thing entirely.Cem also breaks down channel mix strategy, including why Pinterest and Bing Ads are consistently underused, why TikTok affiliate is one of the highest-leverage growth levers available right now, and why the real money in e-commerce is almost always made in retention, not acquisition.Founders who are scaling but not compounding, or growing revenue while watching margins compress, will find this episode unusually direct and useful.Website: https://www.vimmi.net Email us: info@vimmi.net Podcast website: https://vimmi.net/commerce-untold/ Eitan Koter's LinkedIn: https://www.linkedin.com/in/eitankoter/ YouTube: https://www.youtube.com/@VimmiVideoCommerce/featured Guest: Cem Atik, Co-Founder & CMO, Harucon Ventures Cem Atik's LinkedIn: https://www.linkedin.com/in/cem-atikHarucon-Ventures: https://harucon-ventures.com/Key Takeaways: • If a founder cannot state their customer acquisition cost in under 15 seconds, the business does not have a real financial foundation yet. • ROAS tells you how much revenue you generated per dollar spent. It tells you nothing about whether that dollar was profitable. Optimizing for profit on ad spend (POAS) gives you actual control. • Gross margin under 65% makes scaling structurally difficult in the US and UK markets. The margin problem cannot be fixed with better ads. • Agencies are typically three times cheaper than hiring in-house at early stages. Outsource acquisition first, learn from the partner, then bring it in-house once systems are proven. • TikTok affiliate is one of the most capital-efficient acquisition channels available: commission-based, creator-generated content, and scalable without a large internal team. • Pinterest is consistently overlooked despite an audience skewing 25 to 45 years old with average household incomes above $100K, and ROAS between four and six even at modest spend levels.Chapters:[00:00] Introduction: Cem Atik and the Harucon Ventures Model[01:27] The Founders Harucon Typically Partners With[03:45] The Post-Acquisition Audit: First 72 Hours[07:45] Cutting 1.7M Euros in Ad Spend: A Case Study[09:16] Why Gross Margin Under 65% Makes Scaling Nearly Impossible[13:51] The KPIs That Actually Matter: CAC, CLV, MER, EBITDA[18:35] The Four Engines: Acquisition, Retention, Conversion, Profit[24:00] Why ROAS Misleads and POAS Gives Real Control[25:41] Channel Mix: TikTok, Pinterest, Bing, and What Gets Overlooked

Diese Podcast Folge ist ein Masterclass Deep Dive in modernes CRM & E Mail Marketing – ohne Bullshit, ohne Vanity KPIs, dafür mit echten Wachstumshebeln. Jakob Gerzen (More Conversions GmbH) zeigt Mario Jung (OMT GmbH) und uns klar, warum E Mail der profitabelste und gleichzeitig am meisten unterschätzte Kanal ist – und wie Du ihn endlich so nutzt, dass Deine Brand wirklich skaliert. Die wichtigsten KPIs – und warum fast alle falsch messen: Umsatz aus dem E Mail Tool ist eine Vanity Metrik. Worauf es wirklich ankommt: • Customer Lifetime Value (30/60/90 Tage) • Deckungsbeitrag pro Kund:in • Wie schnell wird ein Neukunde zum Bestandskunden? • Retention Rate pro Kohorte Der größte Denkfehler im CRM Marken überschätzen Attribution und unterschätzen Top of Mind Effekte. • Kund:innen sehen Ads, Influencer, Social, E Mails – alles gleichzeitig. • E Mail ist der einzige Kanal, den Du wirklich besitzt. • E Mail Signale verbessern sogar Deine Meta Performance (CPMs sinken, Conversion steigt). Reaktivierung & Deliverability – die unterschätzte Wissenschaft Viele Brands zerstören ihre Zustellbarkeit, weil sie falsch reaktivieren. • Inaktive Segmente immer mit aktiven mischen, um Öffnungsraten stabil zu halten. • Deutsche Provider wie GMX, Web.de, Freenet haben eigene Algorithmen – Inbox Testing ist Pflicht. Frequency: Du sendest zu wenig – nicht zu viel Die Angst, Kund:innen zu nerven, ist ein Relikt aus 2010. Der wichtigste Flow überhaupt: Post Purchase Warum? • Kund:innen nutzen Produkte oft falsch → kein Effekt → kein Wiederkauf. • Post Purchase Onboarding steigert CLV massiv. • Education + Social Proof + Routinen = Wiederkäufe. Segmentierung: Weniger ist mehr Hyper Segmentierung ist ein Mythos.

Diese Podcast Folge ist ein Masterclass Deep Dive in modernes CRM & E Mail Marketing – ohne Bullshit, ohne Vanity KPIs, dafür mit echten Wachstumshebeln. Jakob Gerzen (More Conversions GmbH) zeigt Mario Jung (OMT GmbH) und uns klar, warum E Mail der profitabelste und gleichzeitig am meisten unterschätzte Kanal ist – und wie Du ihn endlich so nutzt, dass Deine Brand wirklich skaliert. Die wichtigsten KPIs – und warum fast alle falsch messen: Umsatz aus dem E Mail Tool ist eine Vanity Metrik. Worauf es wirklich ankommt: • Customer Lifetime Value (30/60/90 Tage) • Deckungsbeitrag pro Kund:in • Wie schnell wird ein Neukunde zum Bestandskunden? • Retention Rate pro Kohorte Der größte Denkfehler im CRM Marken überschätzen Attribution und unterschätzen Top of Mind Effekte. • Kund:innen sehen Ads, Influencer, Social, E Mails – alles gleichzeitig. • E Mail ist der einzige Kanal, den Du wirklich besitzt. • E Mail Signale verbessern sogar Deine Meta Performance (CPMs sinken, Conversion steigt). Reaktivierung & Deliverability – die unterschätzte Wissenschaft Viele Brands zerstören ihre Zustellbarkeit, weil sie falsch reaktivieren. • Inaktive Segmente immer mit aktiven mischen, um Öffnungsraten stabil zu halten. • Deutsche Provider wie GMX, Web.de, Freenet haben eigene Algorithmen – Inbox Testing ist Pflicht. Frequency: Du sendest zu wenig – nicht zu viel Die Angst, Kund:innen zu nerven, ist ein Relikt aus 2010. Der wichtigste Flow überhaupt: Post Purchase Warum? • Kund:innen nutzen Produkte oft falsch → kein Effekt → kein Wiederkauf. • Post Purchase Onboarding steigert CLV massiv. • Education + Social Proof + Routinen = Wiederkäufe. Segmentierung: Weniger ist mehr Hyper Segmentierung ist ein Mythos.

In Episode #59 des Loyalty Talk Podcast gibt es ein Special: Ich habe auf der d3con in Hamburg ein Panel zum Thema „Customer Lifetime Value & Loyalty: Kaufen war gestern – bleiben ist alles?“ moderiert. Gemeinsam mit Experten aus unterschiedlichen Branchen diskutiere ich die Frage: Wird Loyalität zur entscheidenden Währung und wie lässt sich der Customer Lifetime Value ins Zentrum von Marketing und Steuerung rücken?

In this episode, we explore the common struggle of growing sales without seeing a matching increase in profit. Misha Druzhinin, Co-founder and CEO of Finsi.ai, explains why many brands fail to track their margins and how focusing only on immediate returns can hurt long-term growth. He shares how his AI platform helps business owners simplify complex data to find hidden waste and improve customer value.You will learn how to move away from constant discounting, reduce customer churn, and use smart data to spend more effectively on ads while staying profitable. Topics discussed in this episode:  How failing to own profit margins stalls growth. Why relying on ROAS limits long-term brand success. What warning signs indicate your scaling is failing. How AI identifies high-value customer behavior patterns. What role qualitative data plays in reducing churn. Why "Smart Brevity" in data helps managers focus. How unit-level analysis uncovers hidden product waste. What retention architecture does for repeat purchases. How demographic data shifts modern marketing strategy. Why operational limits often signal a winning flywheel. Links & ResourcesWebsite: https://www.finsi.ai/Shopify App Store: https://www.finsi.ai/integrations/ecommerce/shopifyLinkedIn: https://www.linkedin.com/in/mdruzhinin/Get access to more free resources by visiting the show notes at https://tinyurl.com/yc3v2d8cI'd love your feedback. Tap the the link to send me a text. ______________________________________________________LOVE THE SHOW? HERE ARE THE NEXT STEPS!Follow the podcast to get every bonus episode. Tap follow now and don't miss out!   Rate & Review: Help others discover the show by rating the show on Apple Podcasts at https://tinyurl.com/ecb-apple-podcasts   Join our Free Newsletter: https://newsletter.ecommercecoffeebreak.com/   Support The Show On Patreon: https://www.patreon.com/EcommerceCoffeeBreak   Partner with us: https://ecommercecoffeebreak.com/partner-with-us/

"The Unit Economics of AI - Can Large Language Models (LLMs) Actually Make Money?"A CMO Confidential Interview with Dr. Dan McCarthy, Professor at Maryland and leading practitioner of Customer Lifetime Value (CLV). Dan shares how the CLV lens can shed light on the LLM drive to acquire customers, spend billions to improve the models, ultimately pay back investors and the potential implications on both marketers and consumers. Key topics include: - Why Gemini has a built in pricing advantage which forces all freemium offerings to be very good- Why all companies should have a “diversity of providers”- The rationale for constantly evaluating each model- Why “AI foundational knowledge” is key to generating success from both employees and students. Tune in to hear about the "customer barbell" and why you should “talk to your phone.”This episode is sponsored by Typeface - the agentic AI marketing platform that turns one idea into thousands of on-brand assets. Learn more: typeface.ai/cmoSubscribe for weekly episodes featuring world-class marketing leaders, board members, and C-Suite executives.#AIEconomics #CustomerLifetimeValue #CLV #GenerativeAI #AIBusinessModels #OpenAIEconomics #ChatGPTMonetization #AIValuation #AIUnitEconomics #InferenceCosts #AITrainingCosts #FreemiumModels #SubscriptionEconomics #SaaSProfitability #MarketingStrategy #CMOInsights #MarketingLeadership #AIForMarketers #EnterpriseAI #AIRetention #AICustomerAcquisition #LargeLanguageModels #LLMEconomics #AIAdvertising #AIRandD #FutureOfAIBusinessSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

How to Leverage Brand Differentiation for Massive B2B Growth In the increasingly competitive and saturated world of B2B SaaS and tech, clear brand differentiation and strategic positioning are the most overlooked levers for sustainable growth. While often dismissed, these are critical components in helping companies directly shorten sales cycles and lower their customer acquisition costs (CAC). When done the right way, they can transform everything from strategic alignment across teams to campaign effectiveness and sales velocity. So how can B2B marketing teams develop clear brand differentiation strategy that drives measurable revenue? That's why we're talking to Chantelle Little (Founder and CEO, Tiller Digital), who shares her expertise on how to leverage brand differentiation for massive B2B growth. During our conversation, Chantelle discussed why clear brand differentiation and positioning are underrated growth levers for SaaS and tech companies, especially regarding shorten sales cycles and lowering CAC. She also highlighted the importance of strategic alignment and effective positioning, particularly in the face of increasing competition and the market's maturity. Chantelle discussed why understanding customer pain points is crucial, and how to leverage AI for audience insights. She provided advice on conducting competitor analyses, gathering customer feedback, and leveraging metrics like unaided recall and CAC to quantify brand performance. Chantelle also underscored the necessity of aligning product marketing and sales teams for impactful branding and scaling. https://youtu.be/IF4TaI0QAfU Topics discussed in episode: [00:00] Why brand differentiation is a non-negotiable now in the world of SaaS [02:36] Why AI is a double-edged sword: great for starting positioning work, but dangerous if human judgment isn’t layered in [08:40] The pushback founders give (“it’s too early”) and why those that invest early remove friction from fundraising, hiring, and conversion  [11:49] Key pitfalls to avoid regarding brand differentiation (and branding in general) [20:14] How to make brand ROI tangible: work backward from customer lifetime value (CLV), target a specific CAC reduction, and show the revenue math in founder language  [28:34] The 4-step positioning framework:  1) Define your market and competitive alternatives,  2) Gather customer interviews, surveys and competitor audits,  3) Mine for real differentiation beyond table stakes,  4) Operationalize across the website, sales decks and outbound  [39:31] Metrics for proving brand’s impact: unaided recall, branded search growth, direct traffic, CAC trends, conversion rates, sales cycle length, and inbound lead quality Companies and links mentioned: Chantelle Little on LinkedIn  Tiller Digital G2 Transcript Christian Klepp, Chantelle Little Chantelle Little  00:00 One key pitfall I see is just treating brand as a cosmetic exercise, right? So it’s really, especially when people are, you know, not super familiar with brand, not super familiar with marketing. It can be really easy to, you know, associate logo with brand, and it’s, it’s a lot more comprehensive than that. Christian Klepp  00:19 It’s something that tends to get overlooked in the world of B2B SaaS and tech, yet it’s a crucial component in helping companies to shorten sales cycles and lower Customer Acquisition Costs (CAC) I’m talking about clear brand differentiation and positioning. When done the right way, it can transform everything from strategic alignment across teams to campaign effectiveness and sales velocity. So how can B2B Marketing Teams develop clear brand differentiation for growth? Welcome to this episode of the B2B Marketers in the Mission podcast, and I’m your host, Christian Klepp, today I’ll be talking to Chantelle Little, who will be answering this question. She’s the founder and CEO of Tiller Digital that helps B2B, SaaS and tech companies scale through strategic customer centric marketing. Tune in to find out more about what the speed to be Marketers Mission is okay, and away we go. Chantelle Little, welcome to the show. Chantelle Little  01:13 Thanks for having me, Christian. I appreciate it. Christian Klepp  01:15 Great to have you on the show. You know, we had such a great pre interview conversation, and I’m really looking forward to this discussion because, man, this is something that’s so important. And I’m not saying this because I also do branding, but it’s just something that I think is really important. I personally feel from my own experience, it’s something that tends to get overlooked a lot, especially in in the world that you operate in, which is in B2B, SaaS and tech, all right, so I’m going to keep the audience in suspense a little while longer, while I go through the first question. Chantelle Little  01:48 Okay, sounds good. Christian Klepp  01:49 So you’re on a mission to help B2B SaaS teams clarify their story, sharpen positioning, and build websites that drive pipeline. And who doesn’t want that? I think is the better question. But for this conversation, I’d like to narrow it down to the topic of how clear brand differentiation and positioning shorten sales cycles and lower CAC. So for those that don’t know what CAC is, it’s Customer Acquisition Cost. So let’s kick off the conversation with two questions, and I’m happy to repeat them. So question number one, why do you believe that brand differentiation is the most underrated growth lever in B2B? And question number two, as a follow up, where do you see many B2B SaaS companies struggle? Chantelle Little  02:36 Yeah, well, maybe I can kick off with the differentiation and positioning pieces. I think one thought that comes to mind is that differentiation from a branding perspective, perspective has always mattered. But the market has changed a lot in in the last decade, but even in the last 18 months, last two years, it has shifted a lot. One of the things that has changed so much is that the SaaS market in particular has matured a lot over the last number of years. And I love to follow all the stats on what’s happening in the market. And if you just consider that, we’re like mid 2020s, and it’s like the SaaS market is roughly 300, 400 billion. And a lot of you know data out there suggesting that that market could double between now and 2030 so in the next four years, kind of thing, we might see that market reach closer to 700 billion. So I share that, because a decade ago, when people were entering the SaaS market, there were fewer that. There was less competition. There were fewer people to actually compete with. By nature, there were fewer buyers as well, because less companies have shifted a lot in terms of their use of SaaS products in operating their businesses, but the market has shifted so it’s more mature, there’s more competition, there’s higher expectations that come with that as well. And then the other thing you know, in addition to saturation in the market, is that the barriers to entry have dramatically lowered, right? So I think last week, I was reading an article about, yet again, another company that has used lovable to launch a you know, product in market within two weeks and generated millions of dollars of revenue. I’m worried about misstating the facts so, but it was like millions of revenue in a short period of time. So when the barriers are lower, the market is saturated, there’s more of a need for differentiation, and I’m really passionate about that, because if we communicate the same story, and if we communicate sameness, we’re never going to win. AI (Artificial Intelligence), obviously lovable is a good example of an AI platform companies are using, but it also has accelerated the ability to create products, but also it is contributing to sameness, like if you put your your competitors into AI and you ask it to spit out positioning for you and your key messaging, it’s a great start, and I’m actually. A huge advocate of using AI for those those steps, but probably talk about that a little bit later in the podcast too. But it’s really critical that human judgment is layered into that that work. Otherwise, you know, brands will be just spit out from AI, and by nature, they will probably become more similar, not more distinct. So those are a couple to answer. Kind of the first question on why I think it’s underrated. I think if companies can really nail that, it really helps with getting traction, and not just, you know, a little bubble of success, but long term traction and long term performance, which is really key. That’s a that’s a big one for brand. So hopefully that that helps, and then I could go into, like, some of the things where I see companies really struggling. I think there’s a few areas I think that a lot of companies, really, if I’m talking early stage for a moment, a lot of companies that I’ve worked with, or I’ve seen, have really struggled to understand the power of getting those foundational brand pieces figured out. So if I use positioning as an example, if you don’t get your positioning correct, all the money invested after that really might, you know, not work in the way that you’re hoping it will work. So it’s kind of going to that foundational layer, and really making sure the foundation is solid, and then building off of that foundation worth saying, hard to get it right. You know, like the first time, you’re constantly iterating on your positioning, not just in the early stage, but as you scale up, you know, I go back to our positioning as a company every year, if not more frequently than that, and you start to tune and experiment and hone it. But I think the core piece is that if you don’t position yourself, you will be positioned by the market, and it may not be in your favor. So being intentional and strategic about that, it may be seemingly insignificant, but it’s really, really critical in terms of getting momentum. So that’s just kind of one thing is like undervaluing brand, which I know we’re going to talk about more here today. Christian Klepp  07:14 Absolutely, absolutely no thanks for sharing that. And that’s something that like, really, you know, when you brought it up, it makes me clench my teeth and I just, I just like, you know, because every time, I mean, not always, you know, certainly there’s, there’s companies that we work with that, um, they either do get it or they’re open to a different perspective, right? Chantelle Little  07:37 Yeah. Christian Klepp  07:38 But more often than not, especially in B2B, I always find that there’s always got to be somebody down there that pushes back on the whole branding aspect and says that’s a complete waste of our time. Chantelle Little  07:50 Yes. Christian Klepp  07:51 Right? And I feel, and perhaps this has been your experience as well. But not to sound harsh, but you know, ignorance is bliss. Chantelle Little  07:57 Yes. Christian Klepp  07:59 Because, you know, if people don’t understand something the dangerous Well, if I don’t understand it, then perhaps it’s not that important, and nothing can be further from the truth. Chantelle Little  08:11 Yeah. Christian Klepp  08:11 Right. So what’s your take on that? Because, I mean, you must, you know, in your in your day to day dealings with clients, especially in those sectors that you serve, you probably get some pushback on, well, why should we do this foundation piece? Why should we do this branding like, you know, we it just sounds like it’s gonna run up, you know, our costs, it’s, it’s, it’s more investment. Why should we do that? We should focus on generating pipeline instead. But what’s your take on that? Chantelle Little  08:40 Yeah, I definitely have experienced that, so it’s a great question. And have come up that come up against that a lot, and I don’t like generalizations, but generally speaking, a lot of founders that you know, I’ve had the opportunity to speak with and work with over the years are not necessarily coming from a marketing background, and often not coming from a sales background as well. They they usually have a specific area of expertise. It could be domain knowledge, it could be subject matter knowledge, but they’re very focused on the product itself, especially in the SaaS space. So it’s, it’s very product centric. And that’s good, because if, if all you have is sales and marketing and you don’t have a product, then it doesn’t work. Either it’s it’s really about this balance and this, this tension between the two. So the pushback that I often get is that it’s too early to invest in brand. That’s the the one that I hear quite frequently. It’s not worth the investment, or it’s too early, or we need to have 100 customers before we’re going to spend that much money or that much effort. And I think some of it stems from limited data pools. We only have so much data, and we only have so many customers we can speak to that spending money on it. Now we’re making too many hypotheses. So why would we over invest? And like I said, a balance is needed because you don’t want to over invest. But the pattern that I see sometimes downstream is that those founders are sometimes struggling to get investment, struggling to attract top talent, struggling to, you know, convince beta users to convert into paid customers. There there’s some downstream effects that happen and they offer. There’s nuance to its of course, that changes by the nature of the business. But my observation is that founders that are willing to invest, you know that reasonable amount in brand see friction removed from a lot of those different kind of goals that they’re trying to achieve. So I think that that’s, that’s super, super key, is that, you know, proper positioning, proper differentiation, and I mean even going to the visual side of branding as well. Is that credible brand? It really helps, especially in a world where there is a lot of skepticism, right? Like, is that fake? Is that real? Like, am I really going to spend money on that? It concerns compliance, like, the list goes on. You know? How do I know this is credible? And brand plays a really, really big, critical role in that. So I do see that pattern quite a bit, and I’ve seen those that are willing to take the investment, and I’ve seen friction be removed. Christian Klepp  11:30 Yeah, yeah, no, absolutely, absolutely. I’m going to move us on to the next question about key pitfalls. So if we’re talking about marketing teams within B2B SaaS or tech. What are some of these key pitfalls that you would say they should be avoiding, and what should they do instead?   Chantelle Little  11:49 Yeah, so there’s a couple that come to mind. One is, one key pitfall I see is just treating brand as a cosmetic exercise, right? So it’s really, especially when people are, you know, not super familiar with brand, not super familiar with marketing, it can be really easy to, you know, associate logo with brand, and it’s, it’s a lot more comprehensive than that. So I think just remembering that just because you have a nice logo, it doesn’t mean that you’ve clearly positioned yourself. Just because you have a really strong, you know, a nice looking website, it doesn’t mean that the value has been clearly articulated and that you’ve differentiated yourself from, you know, competitors, and that all can go go right through. So it really impacts, you know, sales. If you don’t get those, those P those, those specific foundations in place. So I think you know do instead is you want to start with the positioning as the most critical piece, clarify what market you’re playing in. So this is, like, really practical, but like, clarify what market you’re playing in, because you want to make it easy for buyers to assess you against competitive alternatives. This is really challenging if you’re creating a new category, because the competitive alternatives are less clear. But if you’re entering a market where there are more competitive alternatives, like really making sure that you, you know, figure out what market you’re playing in and what value you’re you’re delivering. So that’s kind of like a couple of key things. So that’s one pitfall. The other one that I definitely could talk about for a while is just over reliance on internal perspective. So this is again challenging, and I see it at different stages, because, you know, I’ve worked with, you know, different founders or leadership teams at variety of different scales, some pre revenue, most in sort of a mid market growth phase, a rate up through it to enterprise. So you see this in different ways, shapes and forms. When you’re in the earlier stages, you have a lot of assumptions that you’re making as an internal team. So the more beta users you can talk to, the more potential customers you can talk to, and if none of that’s available, leverage look alike audiences like get as much input as you can to shape your strategy. It’s quite high risk, and it’s usually ineffective to sit in a room with two people that like your idea, and just brainstorm and build a strategy, because it’s not informed by much other than a couple people’s perspectives. So that’s that’s kind of one at larger scales. This gets really tricky, because if you have an executive team of 10 people, right, and then you have other layers of leadership, so Csuite, and maybe there’s VPs (Vice President) and director levels. It’s really tricky for all those people to get into a room and start to debate what makes sense, because sometimes ego gets in the way. You know, people have their own unique perspective, and then, as a marketer, you’re kind of left with trying to integrate all of that. So I’m a big believer in getting customer feedback, be it interviews, be it surveys, you know, if you’re a B2B tech company or SaaS company, looking at competitor reviews on G2 like, looking for patterns in vocabulary, in how people talk about pain solutions, whatever it might be if you don’t have G2 profiles, like, you know, you can go and get look at your competitors, G2 profiles, and start to look at what people are complaining about and what they’re celebrating about your competitors. And you can mine for patterns there. So that’s, that’s another pitfall is just like over reliance on on internal perspective, and then the the cascading effect of all the assumptions that are made in that in that process as well. Christian Klepp  15:42 Yeah, yeah. No, I was, um, I was kind of having a little bit of a chuckle to myself when you said over relying internal perspective. Because, um, it’s, um, I think, I think they’ve diagnosed this, um, this malaise. It’s um, it’s analysis paralysis and opinion. Chantelle Little  16:00 Oh, nice, yeah, yeah, yeah. Christian Klepp  16:03 Yeah. I tried to say that with a very serious face, yes, but, um, but it’s but it’s so true though, right? Like you just mentioned it, and I’ve been in situations. I’ve certainly been in meetings where there was this constant and very heated, like debate about positioning on what the brand stands for from an internal perspective. And it was usually like, unfortunately, more often than not, the loudest voice in the room at once, right? Chantelle Little  16:30 Yeah. Christian Klepp  16:31 Or, depending on the person’s level of seniority as well. And I would then see that falter when they take it to market. Chantelle Little  16:41 Yes. Christian Klepp  16:41 Because, as you rightfully pointed out, just because they agreed upon it in the meeting room, that doesn’t mean that the market agrees with that person. Chantelle Little  16:49 Yes, yes, yeah. Real balance to to to find, and it’s not easy, but it is also surprising how many companies are reluctant. I mean, I talk to B2B, SaaS companies, day in and day out, and there is a reluctancy to ask the customer for a case study or to ask the customer for an interview or survey. And I think some of it comes from, you know, it takes time and energy, which is a very precious commodity in today’s world. But sometimes, I think deep down, people don’t really want to know because they’re trying to protect something, and that’s really tricky. So I think a growth mindset and being willing to accept that customer feedback can be quite, quite powerful, because it creates an ally and ambassador from the customer, not always, but that’s the vision, that’s the goal, right? So if done properly, it really can create that. And then now we have fuel to put in the marketing engine that will help us go further, faster. And that’s a really exciting thing. Christian Klepp  17:57 It is an exciting thing. It is also a very thin line to walk, because I’ve been in a situation previously where I was a product marketer and I had to go out into the field with salespeople and listen to the way that they would conduct, conduct the meetings with the prospects, and listen to the concerns, the objections and the questions and whatnot, right? And from there to your point is, we can see what the prospect really thinks about the product. Chantelle Little  18:26 Yes. Christian Klepp  18:27 Versus what the you know, sometimes when the sales come back, they say, oh yeah. The meeting, the meeting went well. They said they think about it. But when you’re actually there in the meeting, then you actually hear what their concerns are, it’s like, yeah, they like it however they have, they had all of these different questions and concerns, and if that’s not captured in some shape or form, yeah, then anything that we put out from a marketing perspective might not be relevant to them, might not help them, might not also move the sales closer to to getting a deal. Chantelle Little  19:02 Yeah. Well, and I love that you bring that up Christian, because that kind of reminds me of just the other challenge of scaling brand. It’s at like scaling brand, right? And how it can fracture as you try to scale it. Christian Klepp  19:15 Yeah. Chantelle Little  19:15 And one of the things that you you mentioned is just that alignment between product marketing and sales like that is one of the biggest challenges that companies face as they scale. And so it’s like, if sales isn’t, you know, having these great conversations, they’re getting clear on objections, not feeding that back to marketing. And if marketing doesn’t have that Intel or those inputs, it gets difficult to learn from every opportunity to improve conversion performance and improve performance in general. So, yeah, I love that. It’s, it’s really key. Christian Klepp  19:47 Yeah, yeah, no, for sure. For sure. We already talked about this a little bit, you know, like how to deal with pushback, especially from founders. And you know, more often than not, they’re not from a marketing background. They’re not from us. Sales background. But I think the question that I want to ask you is basically, how do you convince them, or how do you prove to them, I think is the better word. How do you prove to them that brand differentiation and positioning can indeed shorten sales cycles and CAC. Chantelle Little  20:14 Yeah, I think when speaking to founders and early stage leadership teams, I think it’s important to speak their language. So there’s like, when I’m when I’m talking to a CMO of a, you know, $80 million company, you are dealing with different context and perspective and experience. And so you can kind of adjust your your your pitch and your conversation around more common marketing related terminology. But I’d say when you’re talking to founders, it’s really important for them to see this in context of revenue and a context of how it’s going to really, really move the needle. And so there’s a few different things. Like, there’s different ways that you can that you can position it, but I think really understanding there’s a couple things that I love to understand is, I love to understand about average deal size. Like, I like to understand, okay, so how much money do we anticipate we can make off of this customer in one year? But more important than that, how much do we think that you’re going to make off the customer over the course of the lifetime of the customer? So is it three years, you know, lifetime value, five years lifetime value, whatever that might be, whatever the customer lifetime value is. That’s actually more important than the the annual recurring revenue for one year or one month, right? So if, if I know that, then it becomes easier to work backwards and figure out, okay, so if that customer is worth $20,000 to you over the lifetime of the customer, how much would you be willing to spend to get that customer? If, if that customer is worth 700,000 or a million over the lifetime of the customer. How much would you spend there? And kind of get into some of the unit economics of it, and then help them understand what makes sense to spend to acquire that customer. And I think, like, like I said, talking in context of revenue, talking in context of, you know, the cost to acquire the lead is really helpful. And so let’s just, you know, use a simple example. A couple weeks back, I was speaking to someone, they were sharing that their their cack was closer to $1,000 and based on their price point, it just didn’t make sense. Like the economics only work when we run the numbers. It only works if we can get that down to three or $400 so the question is, how do you move the needle from a CAC of 1000 to a CAC of 300 to 400 and there’s different levers we can pull right? But when you know that that’s the target, we have to reduce the cost to acquire the customer down to 300 400 for all the economics to work and for you to put more money into this and to really scale it now we can start to look for all the friction that’s in the process that or that’s in the buyer journey, the user journey, depending on what context we’re talking about, and remove every little bit of friction. And when we start to see that, if, okay, if we remove that friction, if we change the messaging, if we do better message mismatching or better message matching from the ad to the landing page. If we, you know, maybe improve the brand, because right now, you feel early stage, and we could through better visuals, make you, you know, position you better amongst your four competitors that you’re trying to beat. If we start to change those little levers, then we can start to, you know, incrementally bring down that number. And you have to be careful talking about this, because there’s so many other things that are variables, right, that influence costs to acquire a customer that are outside of, you know, our ability to influence. But I think talking about it in context of the numbers is most helpful, because now we have really concrete goals all anchored to trying to achieve something that could be scaled and sometimes the answer might be, you need to increase your price, like I’ve come along that before as well. It doesn’t work, not because the CAC is wrong, but because the price is actually wrong. When I look at the competitive landscape, you could double your price, and, you know, not price yourself out of market. So there’s, there’s different levers, and that’s actually what’s so fun about marketing, is that it’s like being a mad scientist and sitting there with all your beakers and putting different things in there and seeing what you can achieve, like what you can create, in terms of results that that is what it’s it’s like. So I think that’s, that’s really key. So I think, like, just really practically as it relates to sales cycles, if you have weak positioning, it usually leads to confusion. Buyers are confused. You know, now I’m having to give repeated explanations of what we do. There’s the the marketing website, but now the sales team is having to, like, repeat or re explain or re educate or change the prospects perspective, and then objections end up getting rooted in misunderstandings, like in the sales process, right? So if we have strong positioning, the opposite would be true. Now we probably have better self qualification, so the quality of leads in your pipeline would be going up. In theory, that’s what would happen, right? We’d have easier comparison. The competitor can compare you better against competitive alternatives. Like it starts to make more sense, less friction, less cognitive load. And then, you know, it will someone will move through the pipeline with less friction. So usually shorter sales cycles. That really matters, right? If you could turn 60 day sales cycles into 30, like, what would that mean for you from a cash flow perspective, right? So it’s kind of looking at at all of those different variables. Christian Klepp  25:51 I love it. I love it. When you talked about the mad scientist that you know, the thing that came to mind was like, Dr. Frankenstein saying. Chantelle Little  25:59 Yeah, exactly that. Christian Klepp  26:03 But I love how you started out with as contradictory as it sounds, it’s very profound working backwards. Chantelle Little  26:11 Yes. Christian Klepp  26:12 What’s the end game? How much? How much is a customer worth to you, right? And working from there, because if you don’t start out like that, everything is really a guesstimation for for lack of a better description. But going back to something that you said, which I thought is really interesting, because at least I’ve seen this a lot. Do you think a lot of this the issue with differentiation and positioning as it pertains to SaaS and tech, also stems from a, this might sound oversimplified, but it stems from a lack of an actual lack of understanding of who the who the customer is, Chantelle Little  26:53 Yes. Christian Klepp  26:53 And what their pain points are, and how you have the ability to address those pain points, versus like, Oh, look at, look at our platform with all these neat features? Chantelle Little  27:02 Yes, yeah, absolutely. I think it’s, it’s hard, like, really, simply, it’s really hard to serve someone if you don’t know their problem first, Christian Klepp  27:12 Right. Chantelle Little  27:13 Right? And I think that’s why I don’t remember the exact quote, and I should look it up, because I keep misquoting it. Then that whole concept of, like, if I had to solve a problem, I’d spend 90% of the time solving the problem, and then whatever, 10% of the time executing against that to actually solve the problem, something like that, right? It is. It is some of that. It’s kind of like if we don’t know the problem, if we don’t know the pain, it’s really hard to solve it. So I think putting adequate energy into understanding, defining the pain, is really critical. Christian Klepp  27:47 Absolutely, absolutely, okay, you’ve given us quite a bit now, but like, walk us through these steps, right? Like, like, like, without that magic formula of yours, I’m joking. We know. We know that it’s not magic. There’s a lot of hard work that goes into this, right? Chantelle Little  28:02 Yeah. Christian Klepp  28:03 Walk us through these steps that that process, right? That helps B2B SaaS teams find their differentiation and strategic positioning. So what? What steps do they need to take? How? How do they? How can they, I should say, conduct research, generate insights, and move rapidly. I think the name of the game is speed too. Like a lot of these guys, especially founder led, they don’t have five years to prove what they have us working. Chantelle Little  28:31 Yeah. Christian Klepp  28:32 We’re talking about months here, right? Chantelle Little  28:34 Yeah, yeah, no, that’s, that’s such a great question. So I’ll try to do this in a way that’s easy to, you know, kind of explain so, so the first part is really defining the market. So in order for us to do positioning like step one, define the market, a couple key questions you can ask is, what cat or category are you in? Right? That’s, that’s really key. And then, what are the competitive alternatives that exist in the market? I’m a big April Dunford fan. I like, there’s a lot of frameworks that there are a lot of books out there about this, but she uses the language of competitive alternatives. And I’ve really, I’ve really taken that and leveraged that, because I think you want to understand who people what I find is that when you start to ask, what are the competitive alternatives? You might realize that the category you originally said you play in is not quite the right category. So if you ask both questions, you can use them to hone in on the right the right spot for early stage founders. I think narrowing in early is really key, and then you can expand really intentionally and strategically later down the line. So what I mean by that is it’s really hard to get traction with the new product in market when you’re trying to solve 30 problems. You know, we’ve talked, talked to so many founders, where it’s like, well, we can do this, we can do this, we can do this. We’re solving this problem, this problem, this problem, this problem, and and so it gets difficult because you need traction. So it’s either, you know, simplify the number of problems you’re solving, or maybe simplify how many industries you’re trying to go after, like start in your best hypothesis industry, get traction there, and then expand later. But I think it’s just being careful, careful about that from a positioning perspective. So that’s kind of step one, just a couple key questions you can ask. Step two is gathering those inputs. So, you know, for customer interviews, you know that’s something that you can do on your own. You can work with an agency to help you do that. I know that that can be really challenging to get people’s time, but for that, it’s really about designing the right script. It’s about making sure that you kind of maintain some continuity through those through those interviews, so that you start to be able to mine for patterns versus changing up the question set every time, leveraging customer surveys. I mean that that requires that you have an outreach list, but often you can, you know, build a bit of an outreach list from the network of folks on your team. But I would say on that one to be really, really careful about narrowing in on the right persona, like the right person, so that you don’t get, you know, the wrong type of input and the wrong type of data. One other thing that you know is really effective is doing a competitor messaging audit. So if you pull up all your competitor websites, and you can use AI to also help you get a start on it, at least you can pull up those websites and basically try to create a bit of a map, right? So it’s like, what is the positioning of each competitor and then what’s their core value prop? Like, that’s that’s also really helpful, outside of positioning. What’s a core value prop? And then, what are some of the key messages that are being highlighted? And then, what proof are they stating? So, is it case studies? Is it testimonials? Is it data points? Like, if that company is saying, we reduce time by 20% or whatever, like, What is the proof that they’re attaching to the message. And again, if you create a bit of a map of those competitors, you can start to see patterns where there’s overlap, and you can also start to see where there’s open gaps, like places you could play that aren’t directly competing. So it can be quite strategic. It can be a lot of fun. You can leverage AI. You could bring all that data back to your team and analyze it. So that’s another one. The review mining, like looking at G2 reviews, that’s really helpful as well, for looking for patterns, again, for all of these things, I we definitely have, you know, really advanced the way that we use AI to do these things, so doing them, but then also validating, making sure you’re using deep research. Sometimes we use multiple platforms so to see if we’re getting the same data from multiple platforms. But I think when you have all this data, AI can be really helpful for analyzing and looking for patterns. So that’s a really useful, useful case. And then internal workshops. I mean, if you’ve got someone on your team that you know is able to run an internal workshop, then that would be a great way to gather feedback from your team and have some of that necessary dialog to drive alignment and pull from the different perspectives on your team. In a perfect world, it’s great if you have a sales perspective, a marketing perspective, a product perspective, and if you’re unsure how to run these workshops, one that’s really useful is just doing a jobs, pains and gains, type or jobs to be done. Using that framework, even that could be really helpful to try map out, you know, the jobs that you believe your customer is doing. And then you can use customer interviews and surveys to validate some of that. And then, to your point, Christian about speed, we actually were. We’ve, we’ve had this a couple times with some customers that we’ve worked with, and even for our own testing, where we will use third party, you know, B2B platforms to, you know, interview look alike audiences. And there’s a whole science to that. So it’s not as simple as just going paying money and then, boom, you get 50 people’s feedback. You have to be super strategic about how you structure the surveys and the questions and what tests you run. But that’s beautiful, because now, 48 hours from now, you’re getting feedback. Now you’re able to leverage that, put that in AI look for patterns. It can be quite helpful when, when speed is the game. So that’s, that’s another one. So that’s kind of step two, gathering the real inputs. Step three is your mining for that true differentiation. A couple things that I’ll just quickly mention here is like, really try avoid table stakes. I see this time and time again, and even it’s very tempting to say, well, we’re we’ve got great customer service, whatever company is going to claim they do. Now, the customer interviews might say something different, and the customer, the competitor reviews online, might say something different, but like, is that sticky enough as a differentiation? Or like, even when people talk about their brand personality, it’s like, well, we’re professional. Well, that’s table stakes, right? Like, everyone’s expecting a level of professionalism. Christian Klepp  34:58 We hope so. Chantelle Little  34:59 We hope, we hope, right? So it’s like, try avoid that, or try avoid really vague adjectives. Like, get like, really specific. Don’t be satisfied with like, the vague. So here’s, like, the process where, now that you’ve done all that pre work, right now, you’re trying to, like, look for specific strengths and just where that real uniqueness is. And I believe that when it’s really grounded in real customer language, or maybe it’s lookalike audience language, it drives better performance from a marketing perspective. So that’s something to really look for. And step four, of course, like once you’ve actually found the differentiation, now you have to operationalize all of that, right? So that’s a whole other thing. I could go on and on and on, but it’s a whole other thing, because it can’t just live in a slide deck or a pitch deck. Now we have to figure out, how do we change the website, our sales decks, our email, outbound emails, like literally every touch point so that it aligns with that positioning, because everything that’s out of alignment is going to create confusion and potentially introduce friction. So that’s kind of the other part. So I’ll stop there. Does that help? Christian Klepp  36:15 I think you’ve got enough material here for an audio book. Chantelle Little  36:21 So that’s not the first time I’ve been described as robust. Christian Klepp  36:27 But jokes aside. I mean, I think that that was, that was quite comprehensive, and thank you for walking us through that. And by appreciate the amount of detail that you’ve provided here, because it is, again, one of the reasons why we agreed to discuss this topic on, you know, on this episode, is because this is a component, a vital component, that tends to get overlooked because they feel like, like it’s not such a big deal, or it’s something that’s easy to come up with. And now that you’ve met, you know, you’ve put in the effort to, like, walk us through what that actual process looks like. Chantelle Little  37:04 Yeah. Christian Klepp  37:06 We hopefully have dispelled that myth of how easy this is. Because, you know, as you’ve rightfully pointed out, it’s not, I mean, even if you Yes, of course you can use AI. I mean, like, we use it too, but there’s a certain way to use it and leverage it, where it generates, like you said, it helps to aggregate data, it helps to identify patterns, and it helps to generate those insights that also create true differentiation. Chantelle Little  37:34 Yes. Christian Klepp  37:35 None of this nonsense. And you know where I’m going with this, like you know, our true brand, our true differentiation, you know, lies in our people. Chantelle Little  37:43 Right? Christian Klepp  37:44 No, it does not right. Chantelle Little  37:45 Yeah, yeah. Christian Klepp  37:47 It lies in your ability to solve your you know, whatever challenges and problems and pain points your customer is facing, whatever those may be. Chantelle Little  37:56 Yes, yeah, yeah. And I think I love that you said that, because I think we also are living in this like world where outcomes, there’s so much focus on outcomes. So if you have a B in the B2B SaaS space, you know, saying that we have good customer service, saying that we have good people, those are, those are how we create value. They’re not the value. Christian Klepp  38:21 Right? Chantelle Little  38:21 So it’s like the the, you know, old challenge of people that focus on their features versus focusing on the value that they’re creating. And in today’s world, you can’t stand out if you don’t lean into outcomes, Christian Klepp  38:34 Correct. Chantelle Little  38:35 Right? So, Christian Klepp  38:36 I’ll come I’ll come focused, I’ll come driven. Chantelle Little  38:39 Yes, Christian Klepp  38:40 Right? I’m love it or hate it, right? Metrics, you know, at some point, especially in the world of SaaS and tech, which is, you know, very technical. Sorry, I’m trying to, try not to use any puns here, but, like, you know, right? But, but, but you, you will have to, especially if you’re dealing with founders and people that are have a very technical background, they need to be able to, like, grab on to something tangible. Chantelle Little  39:09 Yes. Christian Klepp  39:10 And sometimes, and I hate to say this myself, because I am that person that that lives and breathes branding, but sometimes that’s not something that’s that’s tangible to them, so you have to show them. This is working. We are making progress here. So what kind of metrics would you suggest marketers pay attention to when it comes to differentiation and positioning? Chantelle Little  39:31 Yeah, yeah, it’s a great question, and you’ve already alluded to the fact that measuring brand performance is like the thing that every marketer wishes they could do with higher degrees of precision and accuracy, because when they’re sitting, especially we work with so many mid mark, mid market, you know, marketers, and I hear about them going into the Csuite meetings, the board meetings, and I hear how difficult it is for them to get that approval on brand investments. Because, like everyone wants demand, we want x, you know, pipeline by the end of this year. We want, you know, this many (MQL) Marketing Qualified Leads by, you know, July, whatever it is, right? There’s these high expectations for performance, and usually more tendency to focus on demand investments than brand. So I think there’s a number of metrics like, I could go on and on and probably do an audio book on that one too Christian. But the one that I thought was worth maybe highlighting, because I think it’s not talked about enough, is this concept of unaided recall. And it’s it’s a little bit tricky to measure that as well. But I think what, what conceptually, you know, I try to encourage founders to think about is that at any given point in time, only 5% of your market is, like in market ready to buy. So if we run any demand campaigns, we are focused on converting that 5% into customers, right? But the other 95% we don’t want to alienate them. We don’t want to forget about want to forget about them, because they’re not in market today, but they might be tomorrow. They might be next month, next quarter, next year. So how can we build some mental availability with that 95% so that when they go in market and they become in the category of the 5% they think of your brand first, that’s, that’s the una like the recall piece. So typically, you know, we encourage people to think about what buying triggers, what moments in time happen that essentially prompt someone to move from the 95% that aren’t in market to the 5% that are in market. And then we try build campaigns and marketing around those buying triggers. But the key point is, is that we do that to build mental availability, right? So I think of it like this when you think of this category. So I’ll just use (CRM) customer relationship management. We think of this category of customer relationship management, who comes to mind, right? HubSpot, Salesforce. Christian Klepp  42:00 Yeah, right. Chantelle Little  42:01 So you kind of want to be the one that comes to mind. So it’s about really building that so. So I think measuring, like unaided, unaided recall, maybe aided recognition too. There’s you can. You can use branded search growth to help, you know, figure that out. Sometimes branded search growth, you know, you have to think about that in context. But are we seeing more people directly search for our solution? You know that could be an indication that they are aware of your company and your brand. There could be direct traffic trends that could be measured, but you’re trying to really think about if, if someone was prompted, like, if someone has pain, and that buying trigger happens like I now have pain. Do they think of your brand first, right? And I mean, some people will say, well, that’s hard to achieve because HubSpot Salesforce, they have these huge they have these huge budgets. And I’m not, you know, trying to gloss over that. That is a reality, but I think that there are targeted ways to build brand awareness and that mental availability and measure those metrics and help boards and Csuite understand the value of that so that they will approve brand investments, because when we invest in brand demand, performs better, right? Christian Klepp  43:19 Amen. Amen. Absolutely, absolutely. Oh, gosh, I wish. I wish more people would be saying something like that, but you said something which I thought was like, almost like a key phrase in this conversation, almost like an outcome. It’s like the it’s the logical, like, next step. It’s this building mental availability. Chantelle Little  43:40 Yes. Christian Klepp  43:41 Because that’s really a big part of what this exercise is. Chantelle Little  43:46 Yes. Christian Klepp  43:47 Especially in B2B, as you, as you rightfully pointed out that not everybody’s out there like, oh yeah, I need to get me some of that software. Let me pull up my credit card. Chantelle Little  43:55 Yes. Christian Klepp  43:56 It doesn’t happen that way, right? It usually is a much longer process. It usually involves a buying committee of anywhere between four to six people, maybe even more. Chantelle Little  44:05 Yes. Christian Klepp  44:05 Right? And they they do, you know, they do their own due diligence and research, and what they find online is extremely important. Chantelle Little  44:14 Yes. Christian Klepp  44:16 To your point, about like, not just the review sites, but what you know and what other people are saying, but you know, what are people online commenting, with regards to the software? What’s out there that’s available? Like, okay, if you, if you, if you Google or, or in the this day and age, you do AI search, what is AI saying? Chantelle Little  44:35 Yes, Christian Klepp  44:36 Right? Chantelle Little  44:37 Yeah. Christian Klepp  44:37 All important. Chantelle Little  44:38 Yeah. And I think, obviously, I’d be remiss if I didn’t say, of course, you want to measure measure like branded related metrics, like we’ve talked about. But I think you know, it’s also important to be measuring your your CAC, right? Because, like, some people aren’t even measuring their CAC. Christian Klepp  44:55 That’s right. Chantelle Little  44:56 And so measuring CAC is important, because if we want to prove you. That increased investment in brand reduces cap. We also have to measure CAC right conversion rates like, that’s a that’s another thing that you we can be measuring on the web level and paid campaigns. We can measure sales cycles, whether they’re shortening right. These are things brand influences. So ideally, we and we measure, you know, how brand is performing, and then we measure the things, the things that we’re trying to improve, right? CAC, conversion rates, sales cycles, all that kind of stuff, quality, right? Inbound quality. What’s the sales team say about the quality of these leads? Christian Klepp  45:34 Absolutely. Chantelle Little  45:35 All those pieces could be measured, and it will help us prove that brand is is helping remove friction. Christian Klepp  45:43 That’s absolutely right. Well, Chantelle, we could have gone on for another 10 hours, but like you know, in the interest of time, I’d like to thank you for coming on, and thank you for sharing your expertise and experience with the listeners. So please quick introduction to yourself and how folks out there can get in touch with you. Chantelle Little  45:59 Sure. Thanks Christian for having me. I appreciate it. So I’m Chantelle Little, founder and CEO of a digital marketing agency that serves B2B SaaS companies, and we help B2B SaaS teams clarify positioning, build differentiated brands, and also create websites and campaigns that drive qualified pipeline and ultimately revenue. That’s the key. So, so that’s that’s that in terms of connecting with me, you can check out our agency at tillerdigital.com that’s T, I, L, L, E R digital.com and feel free to connect with me on LinkedIn as well. Christian Klepp  46:35 Perfect and we will drop the links to those all in the show notes when this episode comes out so once again. Chantelle, thank you so much for your time. Take care, stay safe and talk to you soon. Chantelle Little  46:45 Thanks, Christian, see ya. Christian Klepp  46:47 Thank you. Bye for now.

This week on Circle Back, we break down some of the worst sports betting advice currently circulating on Gambling Twitter. The crew reacts to a viral strategy suggesting bettors should blindly fade steam moves in low-liquidity mid-major college basketball games, and explains why sportsbooks adjusting to sharp action does NOT suddenly create value on the other side. We also discuss bankroll management advice encouraging bettors to constantly withdraw profits instead of allowing their bankroll and unit size to scale properly, and debate a controversial take dismissing the importance of closing line value (CLV) as a core indicator of long-term betting success. Plus, we round up some of the latest viral moments, arguments, and drama from Gambling Twitter this week. Circle Back is hosted by Jacob Gramegna and is part of Circles Off on The Hammer Betting Network. This episode features Joey Knish alongside Porter from BA Analytics and Chinamaniac as the panel breaks down the latest conversations, debates, and controversies happening across Gambling Twitter.

Is ROAS a flawed metric for Google Ads? According to acclaimed ecommerce experts Mike Ryan and Christian Scharmüller, using Return on Ad Spend (ROAS) as your primary "North Star" metric creates a dangerous "Revenue Trap." Because ROAS measures revenue rather than actual margin, it creates an "air gap" that ignores the law of diminishing returns, ultimately hurting the profitability of mature Google Ads campaigns.In this episode of Growing eCommerce, the hosts break down how to properly use ROAS as a bidding signal and explore the latest transparency updates to Google's Performance Max (PMax) campaigns.The Problem with ROAS as a Profit Proxy: Many advertisers use ROAS as a stand-in for profit. However, as campaigns scale, incremental returns flatten out. A 600% ROAS does not guarantee your next ad dollar will yield the same profit margin.ROAS is a Communication Vessel, Not Just a Goal: Setting a blanket ROAS target across multiple campaigns is a strategic mistake. ROAS is actually your primary bidding signal and pacing tool to steer Google's algorithms.Dynamic vs. Static Targeting: Advertisers should move away from adjusting ROAS based on "gut feeling" and adopt a scientific, data-driven approach based on specific campaign constraints.Resources & Expert LinksFREE smec Advanced Channel Report Script: https://smarter-ecommerce.com/en/google-ads-scripts/pmax-channel-insights/About Mike Ryan:Based in Austria and originally from Boston, Mike Ryan is the Head of Ecommerce Insights at Smarter Ecommerce (smec) with over ten years of experience in retail and PPC landscape. With a robust background spanning retail operations, product management, and digital ads, Mike leverages his multidisciplinary expertise to drive data-informed strategies that help online retailers optimize their performance in an increasingly competitive market.About Christian Scharmueller:As a seasoned veteran in the PPC and Ecommerce space, Christian Scharmüller serves as the CCO & Managing Director of Smarter Ecommerce. With over 12 years of experience at the forefront of ad tech, Christian is a sought-after speaker at major industry events, including SMX and OMR, where he shares insights on high-level e-commerce strategy and the future of retail media.About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

Follow our COTW playlist: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://monster.cat/3Zhj7st⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Follow the show: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://monster.cat/cotwradio⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Tracklist 00:25 Nick Smith - Forget About Me [Monstercat Instinct] 02:35 Conro - Therapy (VIP) [Monstercat Instinct] 05:15 ellis - Orbit (VNCNT Remix) [Monstercat Instinct] 07:34 Tony Romera - My Mind (ft. Karina Ramage) [Badjokes Remix] [Monstercat Instinct] 11:38 Ryan Case - Don't Wanna Know (ft. Jake Neumar) [Monstercat Instinct] 14:07 Bad Computer - Connected (ft. Gold) [Monstercat Instinct] 16:31 Bleu Clair & Drinks On Me - Hit List [Monstercat Uncaged] 19:03 Vindata - No Service (ft. Ozer) [Monstercat Instinct] 21:28 Drinks On Me & Event Horizon - High Caliber (VIP) [Monstercat Uncaged] 23:38 OVSKY - What If I Stay [Monstercat Instinct] 25:48 CLV & Rich1e - IDWBL [Monstercat Instinct] 29:35 Drinks On Me - Dauber [Monstercat Instinct] 31:22 longstoryshort - how to feel alive [Monstercat Uncaged] 33:51 Habstrakt - Fade Away (ft. Julienne By) [Monstercat Instinct] 37:10 Maazel - Crashing Down [Monstercat Instinct] 40:26 Low Mileage - Erase [Monstercat Instinct] 42:54 CLV, Oscar Yuan & Luminate - ID 47:12 OMBRO - need u [Monstercat Instinct] 49:08 CHYL & Skybreak - Euphoria Rush [Monstercat Uncaged] 52:57 Belik - Never Enough [Monstercat Instinct] 56:16 Synthetic - Space Abyss [Monstercat Uncaged] Thank you for listening to Monstercat: Call of the Wild! Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of Growing eCommerce, Mike Ryan and Chris debunk three persistent myths that are still holding retailers back in 2026. While everyone is distracted by the hype of UCP and Agentic Commerce, many accounts are bleeding efficiency due to outdated structures like the "Heroes & Zombies" matrix and one-dimensional margin buckets.We break down why these old-school tactics create self-fulfilling prophecies of failure and share what sophisticated retailers are doing instead to balance volume, margin, and the new reality of AI-driven search.In this episode, we cover:The "Zero Click" Wake-Up Call: Why the shift to walled gardens means you need to fix your tactical basics now before the ecosystem changes forever.Myth #1: Heroes & Zombies: Why classifying low-volume products as "zombies" is a logical flaw that starves your potential growth engines. We explain the danger of using historical data to doom new products.Myth #2: Margin Buckets: Why segmenting campaigns by gross margin % (e.g., 0-5%, 5-10%) is dangerous. Mike shares data showing how this ignores conversion volume and pricing strategies, leading to "death by optimization."Myth #3: PMax vs. Standard Shopping: It's no longer an either/or decision. We discuss the rise of hybrid setups and why Standard Shopping is actually gaining cost share again.Key Takeaways:Don't rely on single-dimensional data: Grouping products solely by ROAS or Margin % ignores critical context like seasonality, price competitiveness, and absolute profit.Standard Shopping isn't dead: Even Google is now advocating for hybrid use cases, such as using Standard Shopping for query filtering or specific inventory control.+1The "Self-Fulfilling Prophecy": If you put a new product in a "zombie" campaign with low budget because it has no data, it will never get data. You need a multi-dimensional scoring strategy.About Mike RyanBased in Austria and originally from Boston, Mike Ryan is Head of Ecommerce Insights at Smarter Ecommerce (smec). With 10+ years in retail and PPC, and experience across retail operations, product management, and digital advertising, he helps online retailers turn data into strategies that improve performance in a highly competitive market.About Christian ScharmüllerChristian Scharmüller is CCO & Managing Director at Smarter Ecommerce and a long-time expert in PPC and e-commerce. With 12+ years in ad tech, he's a regular speaker at major industry events such as SMX and OMR, sharing insights on e-commerce strategy and the future of retail media.About Smarter Ecommerce (smec) Smarter Ecommerce (smec) helps e-commerce brands scale profitably with AI-driven PPC automation—optimizing for business outcomes while keeping strategic control in the hands of marketers. The platform activates first-party data (e.g., margins, CLV, core business metrics) to automate campaign optimization toward profitability and efficient growth, with transparent insights that reduce manual work and free teams for strategic oversight. As a Google Premier Partner and three-time Microsoft Retail Partner of the Year, smec manages €500M+ in ad spend and drives €5B+ in annual e-commerce revenue for 350+ global retail clients, including THG, Snipes, REWE, and Intersport. Follow smec for performance marketing insights: Website: smarter-ecommerce.com LinkedIn: linkedin.com/company/smarter-ecommerce-gmbh Newsletter: smarter-ecommerce.com/en/newsletter/ Instagram: instagram.com/smarterecommerce

Hand aufs Herz: Wenn du an massives Umsatzwachstum denkst, woran denkst du zuerst? Vermutlich an Kaltakquise, neue Leads oder volle Messehallen. Doch wenn wir ehrlich sind, vernachlässigen wir dabei oft den wichtigsten Hebel für nachhaltigen Erfolg: die Kundenbindung B2B. Fast 90 Prozent der B2B-Vertriebe tappen in diese Falle. Denn wir sind Jäger. Wir wollen die Trophäe an der Wand. Aber was passiert eigentlich, nachdem der Vertrag unterschrieben ist? Oft herrscht dann Funkstille oder der Kunde wird lediglich „verwaltet". Dabei liegt genau hier, direkt vor deiner Nase, das größte ungenutzte Potenzial deines Unternehmens. In dieser Episode habe ich deshalb mit Manuel Spors gesprochen. Er ist Experte für Bestandskundenmanagement und Autor des neuen Buches „Die Loyalitätsformel". Gemeinsam zerlegen wir den Mythos, dass Wachstum immer „neu" bedeuten muss. Stattdessen schauen wir uns an, wie du den Customer Lifetime Value steigern kannst, ohne ständig dem nächsten Lead hinterherzujagen. Die Akquise-Falle: Warum Kundenbindung B2B oft scheitert Kennst du das beklemmende Gefühl der Kaufreue? Du kaufst ein neues Auto, fährst stolz vom Hof, und an der ersten Ampel siehst du den Wagen, den du nicht genommen hast. Plötzlich fragst du dich: War es wirklich die richtige Entscheidung? Deinem Kunden geht es haargenau so. Nach der Unterschrift fällt die emotionale Kurve oft rasant in den Keller. Genau in diesem kritischen Moment lassen viele Vertriebe jedoch los. Der Kunde wird lieblos an den Innendienst oder einen Sachbearbeiter übergeben mit dem Gedanken: „Der macht das schon". Das ist allerdings ein fataler Bruch für eine echte Kundenbindung B2B. Manuel nennt dieses Phänomen die „Akquise-Falle". Wir investieren Unmengen an Energie, um den Kunden durch die Tür zu kriegen. Doch sobald er drin ist, behandeln wir ihn wie eine Selbstverständlichkeit. Dabei ist es statistisch gesehen viel einfacher und günstiger, an jemanden zu verkaufen, der dir bereits vertraut. Customer Lifetime Value steigern: Das Starbucks-Prinzip im B2B Lass uns über den Customer Lifetime Value (CLV) sprechen. Das ist der Gesamtwert, den ein Kunde über die gesamte Dauer der Zusammenarbeit für dich hat. Um diesen Wert zu maximieren, müssen wir von den Besten lernen. Ein geniales Beispiel ist Starbucks. Ein Neukunde darf Starbucks angeblich bis zu 1.000 Euro kosten. Das klingt für einen 6-Euro-Kaffee zunächst verrückt, oder? Aber Starbucks rechnet anders: Wenn du einmal Kunde bist und zufrieden bist, kommst du wieder. Woche für Woche. Jahr für Jahr. Folglich ist der CLV gigantisch hoch. Im B2B-Umfeld ist das sogar noch extremer. Ich habe Kunden erlebt, die dachten, sie hätten einen „guten Deal" über 50.000 Euro gemacht. Auf meine Frage, wie viel der Kunde insgesamt in dieser Kategorie einkauft, kam jedoch heraus: 5 Millionen. Der Verkäufer hatte also gerade mal 1 Prozent des Potenzials abgeschöpft. Die wichtigste Frage, die du heute stellen kannst, um deinen Customer Lifetime Value zu steigern: Welches Potenzial hat dein Kunde wirklich? Upselling und Cross-Selling: Motoren für Bestandskundenmanagement Wie holst du dieses schlummernde Potenzial ab? Die Antwort liegt im intelligenten Upselling und Cross-Selling. Aber bitte nicht plump, sondern mit Stil. Stell dir vor, du sitzt in einem guten italienischen Restaurant. Du bist satt. Der Kellner kommt und fragt lustlos: „Noch ein Dessert?" Deine Antwort ist automatisch: „Nein, danke." Szenario B: Der Kellner rollt einen Wagen direkt an deinen Tisch. Du siehst die frische Mousse au Chocolat, das Tiramisu, es duftet herrlich. Er fragt gar nicht, ob du willst. Er zeigt dir das Erlebnis. Deine Chance, „Nein" zu sagen, sinkt dramatisch. Genau das müssen wir im Vertrieb tun, um die Kundenbindung B2B zu festigen: Upselling: Biete die VIP-Variante an. Mehr vom Selben, aber besser, schneller, exklusiver. Cross-Selling: Was ergänzt das Produkt perfekt? Manuel hat als Fotograf früher nur die Hochzeit fotografiert. Dann kam die Fotobox dazu. Später das Video. Schließlich das After-Wedding-Shooting. Aus einem Auftrag wurde so ein Vielfaches an Umsatz. Die Loyalitätsformel: Touchpoints für langfristige Kundenbindung B2B Echte Loyalität passiert nicht durch Zufall. Sie braucht System. Denn dein Kunde hat ein Leben, eine Familie, Hobbys. Er denkt nicht 24/7 an deine Firma. Deshalb musst du ihn daran erinnern, dass es dich gibt – aber mit Mehrwert, nicht mit Spam. 1. Der strategische Newsletter im Bestandskundenmanagement Vergiss den wöchentlichen „Wir sind so toll"-Newsletter. Manuels Steuerberater schickt stattdessen alle drei Monate ein Update: Was hat sich rechtlich geändert? Wo gibt es Handlungsbedarf (z.B. Förderungen)? Der Kunde muss nur antworten: „Ja, brauche ich." Das ist Service, kein Spam, und stärkt die Bindung enorm. 2. Der Podcast als Instrument, um den Customer Lifetime Value zu steigern Ein eigener Podcast ist ein mächtiges Tool für Bestandskundenmanagement. Lade deine Kunden ein! Lass sie über ihre Erfolge sprechen. Das hat mehrere Vorteile: Wertschätzung für den Kunden (er bekommt eine Bühne). Das perfekte Testimonial für Neukunden. Ein exzellenter Grund, wieder Kontakt aufzunehmen. 3. Echte Überraschungen (Der Ritz-Carlton-Moment) Die Geschichte vom vergessenem Kuscheltier im Ritz Carlton ist legendär. Das Hotel schickte das Stofftier nicht einfach zurück, sondern machte Fotos davon am Pool und an der Bar („Ich mache noch länger Urlaub") und sendete diese mit. Der Aufwand? 10 Minuten. Der Effekt? Lebenslange Treue der Eltern. Was ist dein „Kuscheltier-Moment" für deine Kundenbindung B2B? Vielleicht eine handgeschriebene Karte zum Frühlingsanfang statt der 08/15-Weihnachtskarte, die eh im Müll landet? Fazit: Dreh den Trichter um (Bow Tie Funnel) Wir reden im Vertrieb oft vom Sales Funnel. Oben viel rein, unten kommt der Abschluss raus. Aber eigentlich geht es danach erst richtig los. Denk an eine Fliege (Bow Tie). Nach dem Knoten (dem Kauf) öffnet sich der Trichter wieder: Upselling, Cross-Selling, Empfehlungen. Wenn du deinen Vertrieb darauf ausrichtest, wird die Neukundenjagd plötzlich zweitrangig. Du wächst entspannter, profitabler und mit mehr Freude. Fang an, deine Bestandskunden nicht nur zu verwalten, sondern zu begeistern. Möchtest du wissen, wie viel Potenzial wirklich in deinem Vertrieb schlummert und wie du deine Kundenbindung B2B professionalisierst? Lass uns sprechen. Geschätzte Lesedauer: 6 Minuten Wie sind deine Erfahrungen? Fokussierst du dich auf Neukunden oder pflegst du deinen Bestand? Schreib mir gerne auf LinkedIn oder Instagram!

Lerne digitale Produkte zu erstellen: https://kurse.juliatrost.de/digitale-produktwelt/?el=d300126&quelle=ytSchau dir die 3 Geheimnisse an, die zu 100.000€ Umsatz Monaten geführt haben! https://juliatrost.de/kostenloses-webinar-26/?el=d300126&quelle=ytWenn du digitale Produkte verkaufen willst und merkst, dass vereinzelte Verkäufe nicht dein Ziel sind, sondern planbare, tägliche Sales, dann ist dieses Video für dich.In diesem Video zeige ich dir die 4 Systeme, mit denen ich meine digitalen Produktverkäufe skaliert habe – von einzelnen Verkäufen hin zu hunderten Verkäufen pro Tag.Viele glauben, sie müssten mehr Content posten, auf mehr Plattformen aktiv sein oder ständig neue Produkte launchen, um digitale Produkte zu verkaufen.Die Wahrheit ist: Skalierung bedeutet nicht mehr tun – sondern dieselbe Handlung reproduzierbar machen. Und genau dafür brauchst du Systeme.

The Flock is carrying out its mission and the guys feel the love (00:00:00-00:15:30). Another improbable comeback by the Bears. Do Joe and Sam believe (00:15:30-00:26:55)? NFL Week 16 react, Week 17 market moves and the boys wonder if CLV matters like it used to (00:26:55-00:48:45). Sam calls out a capper way off market (again) and initial looks at the CFP Quarterfinals lines (00:48:45-01:02:10). Tailgate Tales, Jake couldn't close, Survivor updates, Monday Moons and Best Bets (01:02:10-01:30:21). 

Aumentar el retorno de clientes hoy no es solo una buena práctica: es una necesidad estratégica. En un contexto donde la publicidad es cada vez más cara y la competencia crece sin pausa, muchas marcas siguen poniendo toda su energía en atraer nuevos compradores, sin prestar atención a lo que ocurre después de la primera venta. Para Max Martín, especialista en marketing digital y fundador de Antimarketing, ahí es donde las empresas están dejando pasar su mayor oportunidad. Como él mismo afirma: "Siempre es más barato y más sencillo que un cliente te compre otra vez a conseguir un cliente nuevo. Entonces, donde está la mina de oro en las empresas es en la fidelización de clientes para que no sólo te elijan, sino que también se conviertan en embajadores de tu marca". Esta lógica se entiende mejor cuando se analiza el negocio desde una mirada de largo plazo. Max introduce una métrica clave para tomar decisiones más inteligentes: "Hay una métrica muy importante llamada Customer Lifetime Value (LTV o CLV), que indica cuánto dinero te retorna un cliente en el tiempo promedio de vida que tiene tu negocio". Entender cuánto vale realmente un cliente en el tiempo cambia por completo la forma de invertir en marketing, porque deja de pensarse solo en la primera venta y se empieza a evaluar el retorno total. En mercados donde los costos publicitarios no paran de subir, esta perspectiva permite preguntarse si no vale la pena invertir más para adquirir (y sobre todo retener) a un cliente que va a comprar varias veces. Desde esa mirada, la venta deja de ser un cierre y pasa a ser el inicio de la relación. Max lo deja claro cuando señala que "la relación con el cliente no termina cuando nos compra, sino que empieza cuando realiza la compra". Muchas empresas, según su experiencia, destinan la mayor parte del presupuesto a captar nuevos clientes, cuando en realidad las campañas de fidelización y post-venta son las que generan un crecimiento más sostenible. Mantener el vínculo, ofrecer nuevos y mejores productos y trabajar la experiencia posterior a la compra es lo que hace que el cliente regrese. Además, cada cliente satisfecho puede convertirse en una puerta de entrada a muchos más. Max explica que "tendemos a estar con personas que son similares a nosotros. Entonces si alguien nos compra, su círculo íntimo son potenciales clientes". Esta idea cambia la mentalidad de inversión, porque cada venta no solo representa un ingreso individual, sino la posibilidad de sumar dos, tres o más clientes nuevos a partir de una buena experiencia. Este enfoque también ayuda a entender por qué competir solo desde la adquisición es cada vez más difícil. "No nos olvidemos que los anuncios no dejan de ser subastas. La empresa que está dispuesta a pagar más por un cliente es la que se va a llevar más consumidores", advierte Max. Las grandes empresas pueden pagar cada vez más caro para ganar visibilidad, elevando la barrera de entrada y dejando fuera a quienes no trabajan su estrategia de fidelización ni comprenden el valor real de sus clientes en el tiempo. En ese escenario, el diferencial ya no pasa únicamente por el precio. "Debemos encontrar ese giro de tuerca que aumente mucho más el valor, porque hoy el valor no es sólo por el precio, sino intentar que el consumidor perciba de una manera mucho más valiosa el producto que estamos ofreciendo", sostiene. Para lograrlo, es clave entender en profundidad qué se está vendiendo. Max recomienda desglosar la oferta, porque "podemos pasar por alto muchas características del producto que son valiosas", y destacarlas permite comunicar mejor aquello que realmente diferencia a la marca. Esa percepción de valor se construye en distintos niveles. "Existen tres valores: el valor percibido, el valor adquirido y el valor real", cuenta Max, y el equilibrio entre ellos es fundamental. Cuando el cliente percibe que recibe más de lo que paga, la recompra ocurre casi de forma natural; cuando sucede lo contrario, la confianza se rompe. En un mundo atravesado por la automatización y la Inteligencia Artificial, el mensaje cobra un rol central, "porque es donde el cliente termina de percibir y entender ese valor que estamos entregando". Por eso, una buena oferta no se trata solo de promociones, sino de claridad. Como resume Max: "Una muy buena oferta define cuál es el problema que tiene el cliente, la meta a la que queremos llegar y el proceso que vamos a hacer para llegar al objetivo". Cuando el cliente entiende claramente qué problema se le está resolviendo y por qué esa marca es la mejor opción, el retorno deja de ser una casualidad y pasa a ser el resultado de una estrategia bien pensada. Instagram: @smaxmartin

Complete betting recaps and key storylines from every NFL Week 13 game — plus early handicapping and analysis for the Week 14 matchups — including Thanksgiving reactions, Cowboys vs Lions preview, Texans at Chiefs Sunday Night Football, and best bets from Patrick Meagher and Mike Somich.In This Episode:Thanksgiving recap — underdogs rule the holiday slate, Packers beat the LionsCowboys beat Chiefs — Dallas looks like the better team, defense drastically improvedWeek 14 Cowboys at Lions — Mike loves Dallas +3 (likes +3.5 even more)Bengals dominate Ravens — Lamar clearly playing hurtWeek 14 Steelers at Ravens (-6.5) — Pittsburgh or pass, but Steelers trending downBears crush Eagles — Chicago resembling last year's Lions teamWeek 14 Packers -5.5 vs Bears — Mike confident in Green Bay laying pointsWeek 14 Eagles -3 at Chargers on MNF — Eagles +2.5 was best early numberTexans upset Colts — AFC South is a three-team dogfightWeek 14 Texans at Chiefs on SNF — line moving to Houston; Patrick likes Texans, Mike likes under 43.5Bucs win but fail to cover vs Cardinals — Arizona the “best bad team”Week 14 Bucs vs Saints — ideal teaser legJaguars beat Titans — sloppy game, don't overreact on JagsWeek 14 Titans at Browns — bet Cleveland's defenseWeek 14 Colts -1.5 at Jaguars — Daniel Jones injury concerning, no reason to bet nowPanthers stun Rams as 10-point underdogs — wild game defined by 4th-down swingsWeek 14 Rams at Cardinals — Mike leans over 48.5, waiting for 48Dolphins win, don't cover vs Saints — Miami alive but not a good teamWeek 14 Dolphins at Jets — play the under 42.5Jets beat Falcons — two special teams plays the difference, Jets “frisky” Week 14 Seahawks at Falcons — second teaser leg49ers beat Browns — game closer than final scoreSeahawks crush Vikings — dominant Seattle defenseWeek 14 Vikings vs Commanders — take Commanders ML regardless of QBBills cover vs Steelers — Pittsburgh couldn't stop the runWeek 14 Bengals at Bills — this game is going overChargers easy cover vs Raiders — Raiders have quit; full reset comingWeek 14 Chargers vs Eagles — lay it with PhiladelphiaWeek 14 Broncos at Raiders — Denver with confidenceMonday Night Football: Giants at Patriots previewWeek 13 overview — awful Sunday slate, incredible Thursday/Friday games, playoff race absolute chaosLane Kiffin leaving Ole Miss for LSU — NIL era in full effect VSiN Black Friday Special is still live: Get full VSiN Pro access through May 1st for just $60 — daily best bets, real-time splits, AI tools, 24/7 video, and full spring sports coverage at https://vsin.com/subscribe/Get sharp insights, betting angles, and entertaining analysis from Patrick Meagher and Mike Somich every week on the Sharp Money Podcast — new episodes drop every Monday and Thursday.VSiN is THE Sports Betting Network — delivering the latest news, analysis, and expertise about sports gambling.

On this episode of Circle Back, Jacob Gramegna is joined by Mike (Mr. Peanutbettor), Joey Knish, and special guest Porter from BAanalytics to dive into trending topics from Gambling Twitter. They break down the lessons every sports bettor learns the hard way, share personal stories, and give insights that could actually improve the way you bet. Packed with laughs, takeaways, and sharp commentary, this is a must-watch for anyone following the betting world.

This week on Gambling with Good JuJu, we're taking it to the therapy couch. Survivor? Lost. Answer Key? Flatlined. Buffalo Ascension? Didn't ascend. But hey — we're still standing, still laughing, and still chasing that Good JuJu. Ryan and Breezy vent about their recent rough stretch, dig into why edges are smaller than you think, and debate what CLV really means in the world of sharp betting.Then it's off to the boat for blackjack battles, fantasy basketball fun, and a first look at the newest table game hitting the floor. Jolly's heater, Juice's discipline, and a healthy dose of friendly trash talk — it's all here.Bad run or not, we're never out. Tune in, hit subscribe, and grab your seat on the therapy couch.

A CMO Confidential Interview with Jim Lecinski, Clinical Professor of Marketing at the Kellogg School of Management, author, and former Google VP. Jim discusses why he believes marketers are often overly focused on using AI for productivity improvements versus business growth, the gaps between marketers and the C-Suite highlighted by recent Gartner research, and the difference between "big frontier models" and "shiny objects." Key topics include: why you should avoid "gray market AI", how to manage the 5 AI risks (privacy, accuracy, regulatory, personnel, and reputation), and the false precision that accompanies a focus on intermediate measures like Click Through Rate (CTR). Tune in to hear why he's not a fan of Cannes and how AI helped figure out a wedding invitation calling for "casual to semi-formal beach attire."What should CMOs actually do with AI right now—and how do you avoid chasing shiny objects? Mike Linton sits down with Jim Lecinski, Professor of Marketing at Northwestern's Kellogg School (and author of The AI Marketing Canvas and Winning the Zero Moment of Truth) to unpack the AI application layer: the good, the bad, and the ugly. Jim explains why CEOs-CFOs obsess over growth (not merely efficiency), how to reframe marketing dashboards around business outcomes, and his simple two-by-two for AI use cases (internal productivity vs. external value creation). We cover privacy, legal/regulatory, personnel, and reputational risks—and how to mitigate them—plus a pragmatic roadmap: center on a leading frontier model and layer vetted apps instead of stitching together fragile point solutions. Jim also shares candid takes on Cannes vs. Effies and ends with a challenge: personally build something with AI before year-end.You'll learn:* Growth over cost-cutting: aligning with CEO-CFO priorities and measuring ends, not means* The AI use-case 2×2: internal productivity vs. external, customer-facing value creation* Practical examples (e.g., apparel personalization) that lift CSAT, CLV, and revenue* The 5 risk buckets (privacy, accuracy, regulatory-IP, personnel, reputation) and guardrails* How to choose core models (GPT, Gemini, Claude) and avoid “tool soup”* Why awards that honor outcomes beat awards that celebrate activityGuest: Jim Lecinski — Professor of Marketing, Northwestern Kellogg; former VP Customer Solutions (Americas) at Google; author of The AI Marketing Canvas (2nd ed.) & Winning the Zero Moment of Truth.Host: Mike Linton — former CMO of Best Buy, eBay, Farmers Insurance; CRO of Ancestry.com.Sponsor: Better marketing is built on Quad. See how better gets done at (https://www.quad.com/resources/research-and-tools/return-of-touch-consumer-engagement-has-an-omnichannel-revival?utm_source=cmoconfidential&utm_medium=paid&utm_campaign=001_brand&utm_id=podcastnl1031&utm_content=a-paidemail&utm_vp=)If you're enjoying the show, please like, subscribe, and share with your leadership team. New episodes every Tuesday; companion newsletter on Fridays.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Rob Pizzola and the team from The Hammer Betting Network dive deep into the latest news and drama making waves on Gambling Twitter. From controversial takes to unexpected betting strategies, we're breaking down all the must-know moments from the week with Geoff Fienberg, Kirk Evans, and Jacob Gramegna. In today's show, we discuss the impact that the latest NBA gambling scandal could have on the industry, some "shady" practices that took place in the NFL this week, whether CLV is over, and much more. Whether you're here for the insights or just the entertainment, don't miss this lively discussion on the hottest topics in the betting community on Circle Back, the latest show on The Hammer Betting Network, part of Circles Off, and proudly presented by Kalshi.

A lot of customers add items to their carts, but never buy. It's time to fix that.  Daniel is joined by Brian Best, current Senior CRM Lead @ Samsung. They talk about the impending holiday season (yes, it's right around the corner) and how you can pull shoppers back in using CRM and retargeting strategies.  Brian talks about making SMS, push, and email into a seamless journey, even if we're trained to think they're separate items. This journey also works for retargeting. With things like smart emails to category-specific nudges, you can move customers down the funnel…and have them coming back for more.  Plus, what's the deal with customer lifetime value? How do you even calculate it? CLV should drive every decision you make, especially around the holiday season. Staying at the top of your customers' minds should be your priority.  Whether you're gearing up for Black Friday or building year-round retention, this is the episode for you.  Wunderkind is a global performance marketing solution powered by AI, data, and identity. To learn more, visit: https://www.wunderkind.co/ Follow Brian: LinkedIn: https://www.linkedin.com/in/brian-r-best/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

Griffin Warner and Lonte Smith talk CFB betting for Week 4. Early Reflections (0:32 – 4:26) Griffin celebrated the “first 2-0 of the season.” Lonte added, “Great weekend for us going 2-0… all the big games delivered.” Griffin recalled missing Tennessee-Georgia moments at an Arkansas watch party, while Lonte defended his Southern Miss pick, saying they “dominated this game” over App State. Market Volatility (4:27 – 6:40) Griffin called college line swings “chaos compared to the NFL or MLB.” Lonte noted CLV matters only “55% on three-plus moves.” Utah vs. Texas Tech (6:40 – 11:07) Utah's “60% rush success rate” and Morton's road issues (“80 grade at home, under 60 away”) led Lonte to lean Utah/under, projecting “23-20.” Griffin agreed: Utah -3. Michigan vs. Nebraska (11:43 – 14:33) Underwood's 114 yards, 2 TDs boost Michigan vs. Nebraska's weak run defense (“outside top 120 EPA”). Lonte leaned Huskers as home dogs; Griffin backed that angle. Auburn vs. Oklahoma (16:09 – 19:13) Auburn's defense “first in rush success rate allowed.” Lonte called for “23-20 or 20-17,” taking Auburn +6.5 and under. Griffin agreed, eyeing +7. Illinois vs. Indiana (20:21 – 25:02) Illinois' veteran team and Duke road win contrasted with Indiana QB Mendoza, who “struggles against blitz and man coverage.” Lonte liked Illinois +4.5/over. Best Bets (26:03 – 31:12) Lonte: UConn -21 (UConn “top 15 in success rate” vs. Ball State's defense “outside top 110”). Griffin: Utah -3 (trust in home edge, QB splits). Takeaway Defense, weak schedules, and market inefficiencies drove every angle. Player stats (Underwood's rushing, UConn's efficiency) and team metrics (Auburn's #1 defense) shaped sharp Week 4 picks. Learn more about your ad choices. Visit megaphone.fm/adchoices

Questions Advi answered in this episode: What is Social Plus, and how do its in-app social features work?Why is retention ‘the new acquisition' in 2025?What mistakes do marketers make when they think about retention?How do community features increase CLV across verticals like fitness, travel, and retail?How can first-party data from in-app communities transform marketing and personalization?Who inside a company should ‘own' retention marketing, product, or success?How can loyalty programs be built on organic engagement instead of just promos?What is the ‘spaces model' for understanding community ROI?How should marketers balance personalization with scale across millions of users?What metrics should marketers stop obsessing over, and which deserve more focus?What new revenue opportunities do brand partners unlock inside communities?Timestamps:(0:00) – Intro; Advi's background and Social Plus overview(1:38) – Micro-community examples: surf shops, fitness apps, Nike sneakerheads(7:03) – Why ‘retention is growth' in 2025: CAC vs CLV(9:30) – Marketing silos and the ownership problem in retention(13:40) – Why promos and events are less effective than organic engagement(17:21) – First-party data: insights, sentiment analysis, and privacy advantages(20:00) – Loyalty vs. hypergrowth: why CLV is a long-term play(22:37) – Signals of churn, and how to intervene before users leave(25:41) – Balancing personalization and scale with AI-driven sentiment and clusters(28:20) – Metrics that marketers overvalue (CAC, ad spend) versus those they undervalue (LTV, frequency, order size)(31:00) – Brand partnerships inside communities: CPM rethink and new revenue models(33:32) – Rapid fire: food in Thailand vs Italy, habits, dream jobs, favorite brandsSelected quotes(12:50) – “Promos and gamified events help, but organic engagement helps more. People join a 30-day fitness challenge not for the discount, but because others are posting daily and they want to participate.”(21:22) – “Customer acquisition is measurable and fast, which is why VCs love it. Retention is a long-term play, it's demand gen, brand equity, and profitability over three to five years.”(28:30) – “Marketers need to stop obsessing over CAC. In my world, it's 30% CAC, 70% retention and lifetime value.”(32:23) – “For sponsored posts in-community, we've seen brands charge $15 to $60 CPMs, because the audience is hyper-focused and conversion rates are so much higher.”Mentioned in this episodeSocial Plus (social.plus)Advi on Linkedin

Griffin Warner and Lonte Smith talk CFB betting for Week 4. Early Reflections (0:32 – 4:26) Griffin celebrated the “first 2-0 of the season.” Lonte added, “Great weekend for us going 2-0… all the big games delivered.” Griffin recalled missing Tennessee-Georgia moments at an Arkansas watch party, while Lonte defended his Southern Miss pick, saying they “dominated this game” over App State. Market Volatility (4:27 – 6:40) Griffin called college line swings “chaos compared to the NFL or MLB.” Lonte noted CLV matters only “55% on three-plus moves.” Utah vs. Texas Tech (6:40 – 11:07) Utah's “60% rush success rate” and Morton's road issues (“80 grade at home, under 60 away”) led Lonte to lean Utah/under, projecting “23-20.” Griffin agreed: Utah -3. Michigan vs. Nebraska (11:43 – 14:33) Underwood's 114 yards, 2 TDs boost Michigan vs. Nebraska's weak run defense (“outside top 120 EPA”). Lonte leaned Huskers as home dogs; Griffin backed that angle. Auburn vs. Oklahoma (16:09 – 19:13) Auburn's defense “first in rush success rate allowed.” Lonte called for “23-20 or 20-17,” taking Auburn +6.5 and under. Griffin agreed, eyeing +7. Illinois vs. Indiana (20:21 – 25:02) Illinois' veteran team and Duke road win contrasted with Indiana QB Mendoza, who “struggles against blitz and man coverage.” Lonte liked Illinois +4.5/over. Best Bets (26:03 – 31:12) Lonte: UConn -21 (UConn “top 15 in success rate” vs. Ball State's defense “outside top 110”). Griffin: Utah -3 (trust in home edge, QB splits). Takeaway Defense, weak schedules, and market inefficiencies drove every angle. Player stats (Underwood's rushing, UConn's efficiency) and team metrics (Auburn's #1 defense) shaped sharp Week 4 picks. Learn more about your ad choices. Visit megaphone.fm/adchoices

Most ecommerce founders think the only way to grow is to get more traffic — but often, the fastest way to increase sales is by making more from the traffic you already have. In this episode, I share a proven “second sale” strategy you can use to increase your conversion rate, average order value (AOV), and customer lifetime value (CLV) without spending a single extra dollar on ads. This is the exact approach Amazon uses to generate billions in extra revenue — and it works just as well for smaller brands. Here's what you'll take away: • How to identify if you have a conversion problem vs. a traffic problem • The post-purchase upsell strategy that can boost your revenue by 10–50% • Tools and tactics to increase AOV and CLV with zero additional ad spend If you're looking to grow your store without increasing your traffic budget, this episode will give you a simple, repeatable strategy to unlock more revenue from the customers you already have. This is a brand new solo series I'm testing, and I'd love your feedback. Email me directly at nathan@foundr.com — I read every reply. Hope you enjoy it. SAVE 50% ON OMNISEND FOR 3 MONTHS Get 50% off your first 3 months of email and SMS marketing with Omnisend with the code FOUNDR50. Just head to ⁠⁠⁠⁠https://your.omnisend.com/foundr⁠⁠⁠⁠ to get started. HOW WE CAN HELP YOU SCALE YOUR BUSINESS FASTER Learn directly from 7, 8 & 9-figure founders inside Foundr+ Start your $1 trial → ⁠⁠⁠⁠https://www.foundr.com/startdollartrial⁠⁠⁠⁠ PREFER A CUSTOM ROADMAP AND 1-ON-1 COACHING? → Starting from scratch? Apply here → ⁠⁠⁠⁠https://foundr.com/pages/coaching-start-application⁠⁠⁠⁠ → Already have a store? Apply here → ⁠⁠⁠⁠https://foundr.com/pages/coaching-growth-application⁠⁠⁠⁠ BOOST REVENUE WITHOUT MORE ADS We use Aftersell for simple post-purchase offers that lift sales fast. ⁠https://try.aftersell.app/ptiz4gnmvff7⁠ to get started. CONNECT WITH NATHAN CHAN Instagram → ⁠⁠⁠⁠https://www.instagram.com/nathanchan⁠⁠⁠⁠ LinkedIn → ⁠⁠⁠⁠https://www.linkedin.com/in/nathanhchan/⁠⁠⁠⁠ FOLLOW FOUNDR FOR MORE BUSINESS GROWTH STRATEGIES YouTube → ⁠⁠⁠⁠https://bit.ly/2uyvzdt⁠⁠⁠⁠ Website → ⁠⁠⁠⁠https://www.foundr.com⁠⁠⁠⁠ Instagram → ⁠⁠⁠⁠https://www.instagram.com/foundr/⁠⁠⁠⁠ Facebook → ⁠⁠⁠⁠https://www.facebook.com/foundr⁠⁠⁠⁠ Twitter → ⁠⁠⁠⁠https://www.twitter.com/foundr⁠⁠⁠⁠ LinkedIn → ⁠⁠⁠⁠https://www.linkedin.com/company/foundr/⁠⁠⁠⁠ Podcast → ⁠⁠⁠⁠https://www.foundr.com/podcast⁠

A CMO Confidential Interview with Shiv Singh, CEO of Savvy Matters, former CMO of Lending Tree and author of AI For Dummies and The 5 Marketing Truths You Won't See at Cannes. Shiv shares why he believes AI is killing marketing jobs, how the CMO Role is breaking down due to overlap with other functions, and how "Big Tech is running marketing." Key topics include: how walled gardens make the job harder; why the optics of Cannes are terrible; and the reason marketers should work to fully understand technology. Tune in to hear how AI is making us less intelligent and why Cannes should move to San Francisco. DescriptionWhat you won't hear on the Croisette. Former LendingTree CMO and Marketing with AI for Dummies author Shiv Singh joins host Mike Linton to unpack his viral “5 marketing truths you won't hear at Cannes”—from AI's real impact on jobs and creativity to why the CMO role keeps breaking under overlapping scopes, walled gardens, and distorted budgets.We dig into the zero-click search era, big tech as the new kingmakers, how to rebuild orgs AI-first, and what practical steps CMOs should take this quarter (hint: learn the tech, ship agents, and embed marketers into tech teams).In this episode • AI is changing performance, creative, and strategy—faster than the hype cycle • The CMO job: too wide, too blurry, and overlapped with the rest of the C-suite • Walled gardens & retail media: measurement theater vs. business impact • Zero-click search & AI Overviews: when your best customers never hit your site • “AI-native” org design: agents, code-as-deliverable, and the marketer-as-technologist • Why Cannes optics can backfire—and what a substance-first festival could look like • Playbook for CMOs: weekly show-and-tells, code literacy, and cross-functional embedsAbout our guestShiv Singh is CEO of Savvy Matters, co-founder of AI Trailblazers, former CMO of LendingTree, and a longtime brand leader (Pepsi, Visa). He writes and speaks widely on AI's impact on marketing, org design, and growth.Sponsor — TypefaceLegacy tools weren't built for AI. Typeface is the first multimodal platform where agentic workflows handle everything from brainstorming to launch across every channel. Transform one idea into thousands of on-brand assets—text, images, and video—at enterprise scale, with security and seamless MarTech integrations. See how brands like ASICS and Microsoft move from brief to personalized campaigns in hours: typeface.ai/cmo.If you're enjoying CMO Confidential, please like, subscribe, and share. New episodes every Tuesday; companion newsletter every Friday.⸻Chapter Markers00:00 – Welcome & Sponsor: Typeface01:45 – Introducing Shiv Singh & “5 Truths You Won't Hear at Cannes”05:10 – Truth 1: AI is changing jobs, creativity, and strategy10:20 – The CMO role is broken: scope, overlap, and alignment15:05 – Walled gardens & retail media: why measurement is broken19:45 – Truth 2 & 3: Big Tech as the new kingmakers24:20 – Zero-click search & the rise of AI-driven discovery28:50 – Truth 4: Cannes optics and why it's “not for everybody”32:40 – What CMOs should do: tech fluency, coding, weekly experiments36:00 – Superintelligence and the AI-native org of the future39:00 – Practical advice & closing thoughts⸻CMO Confidential, Mike Linton, Shiv Singh, Savvy Matters, AI Trailblazers, LendingTree, Pepsi, Visa, Cannes Lions, marketing truths, AI in marketing, agentic AI, AI agents, zero-click search, AI Overviews, walled gardens, retail media networks, big tech kingmakers, Google, Meta, TikTok, YouTube as TV, Performance Max, marketing org design, CMO role, C-suite alignment, measurement, marketing strategy, creative automation, knowledge workers, superintelligence, LLMs, large language models, marketer as technologist, code literacy, AI native organization, marketing experimentation, weekly show and tell, brand building, B2B marketing, B2C marketing, marketing leadership, executive insights, podcast for CMOs, Typeface, Typeface AI, typeface.ai/cmo, ASICS, Microsoft, customer acquisition, CAC, CLV, marketing ROI, retail media, AI transformation, marketing jobs and AI⸻See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Get the full DOE report on Substack: https://federalytics.substack.com/p/the-186-billion-small-business-roadmapGovernment Contracting 101: https://www.govclose.comFull DOE Intelligence Report (Federalytics): federalytics.substack.comDOE Contracts: Two Markets, One Oligopoly — Where Small Businesses (and Investors) Actually WinThe Department of Energy awarded $186B in contracts in recent years — but $79B is concentrated in a nuclear-weapons oligopoly dominated by five M&O primes. If you're a small business (or investing in one), the play isn't to storm the wall — it's to navigate the $100B+ opportunity zone where competition is lower, vehicles are direct, and outcomes are repeatable. This briefing shows: which offices to target, which NAICS to favor, why GSA MAS barely matters at DOE, how to leverage subcontracting pathways into the Big Five, and how the GAO's $1.1B compliance finding creates a verification edge for disciplined firms.Who this is forFounders and BD leaders selling to DOE/NNSAPE/VC investors & boards pressure-testing pipeline quality, CAC to CLV, and competitive moats in federal marketsCorporate strategy teams evaluating inorganic roll-ups in R&D, engineering, and EM servicesWhat you'll learn:DOE's “two-economy” reality: no-entry M&O vs. accessible direct-award ecosystemOffice-level and NAICS-level tactics to avoid high-bidder bloodbathsHow to use subcontracting to wedge into the nuclear complex supply chainWhy the GAO small-business audit (~$1.1B) signals tighter verification — and how to capitalize on itTimestamps (SEO-optimized for YouTube + AI search)00:00 DOE $186B overview00:20 Federalytics report00:40 NNSA M&O no-entry01:00 The Big Five labs01:20 $107B opportunity zone01:40 Target offices to win02:00 Competition math (offers)02:20 Vehicles that work at DOE02:40 NAICS picks to target03:00 Rule of 5 filter03:20 Subcontracting paths03:40 GAO $1.1B compliance04:00 GovClose playbook04:20 Next steps + dataLinks• Full DOE Intelligence Report (Federalytics): federalytics.substack.com• Learn to sell to government & build multiple revenue streams (GovClose): govclose.comConnect with Rick on LinkedIn: https://www.linkedin.com/in/govclose/Notes & context“Offers per award” is a proxy for competition. Lower is better for small businesses and for investors modeling win-rates and BD efficiency.Figures reflect recent DOE awards where competition data is reported; incomplete records are excluded for accuracy.This content is for market intelligence and strategy; it's not legal advice.

Thomas started as a losing bettor, and then learned to win. Eventually he won so much that a regulated sportsbooks stole several million dollars from him.He talks about CLV, harvesting bonuses, faking the NBA overnight market, parlays, SGPs, round robins, and VIP rewards.Follow Thomas on Twitter: https://x.com/t_stephens97Subscribe to the Premium Substack: https://riskofruinpod.substack.com/p/trial-and-error?r=ckepv&utm_campaign=post&utm_medium=web&showWelcomeOnShare=falseFollow the show on Twitter: https://x.com/halfkelly

A CMO Confidential Interview with Dr. Dan McCarthy, Professor of Marketing at Maryland and leading practitioner of Customer Lifetime Value. Dan shares insights from his privacy research based on Apple's "App Tracking Transparency" (ATT) initiative commonly known as "Ask App Not to Track" which include a significant impact on business results, a degradation of CAC, and a disproportionate hit to small companies. Key topics include: how the elimination of a Facebook customer ID negatively impacted revenue, why averaging marketing results can be a profit killer, and why analytical time frames matter. Tune in to hear updates on Dan's other research including Peloton, loyalty programs and "How everyone is cheating their way through college." CMO Confidential: The Disparate Impact of Privacy Policy — with Dr. Dan McCarthy (UMD) on ATT, CLV & CACWhat happens to your revenue when attribution breaks? In this episode, 5x CMO Mike Linton sits down with Dr. Dan McCarthy (Professor of Marketing, University of Maryland; leading practitioner of Customer Lifetime Value) to unpack Apple's App Tracking Transparency (ATT) and its ripple effects on marketing performance. Dan shares new research showing how the loss of a Facebook customer ID degraded click-through, CAC, and revenue—with disproportionate pain for smaller, Facebook-heavy brands.We dig into why averages kill profit (stop using blended CAC/CLV!), how channel-specific, time-varying metrics drive smarter allocation, and the practical playbook for marketers in a post-IDFA world. Dan also updates us on his other research—Peloton, loyalty & subscription programs (DoorDash/Postmates), and the “everyone is cheating their way through college” debate and what it means for teaching and real-world readiness.What you'll learn • How ATT broke cross-site attribution and raised CAC while lowering revenue yield • Why small DTC brands took the biggest hit, and how (or if) they can recover • The danger of blended CAC/CLV vs. channel-specific, time-varying metrics • Subscription insights: novelty vs. maturity effects, and behavior after cancellation • Action items to protect growth when signal quality declinesAbout our guestDr. Dan McCarthy is a professor at the University of Maryland (formerly Emory) and one of the foremost experts on CLV and customer-based corporate valuation. His work spans privacy's impact on e-commerce, subscription economics, loyalty programs, and public-company customer metrics.Sponsor: TypefaceTypeface helps the world's biggest brands move from brief to fully personalized campaigns in hours, not months. With its agentic AI marketing platform, one campaign becomes thousands of on-brand experiences across ads, email, and video—with enterprise-grade security and seamless MarTech integrations. Learn more at typeface.ai/cmo.Subscribe for more C-suite-level conversations every Tuesday, and catch our Friday newsletter with the top insights.⸻00:00 – Intro & sponsor: Typeface AI01:35 – Meet Dr. Dan McCarthy & ATT explained05:00 – How ATT broke attribution and raised CAC09:15 – Why small brands took the biggest revenue hit13:30 – The danger of blended CAC & CLV averages17:20 – Practical advice: channel-specific, time-varying metrics21:00 – Updates on Peloton & subscription research25:00 – The “everyone is cheating in college” debate28:00 – Final advice: beware of irrational subscriptionsSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most lawyers are trapped in feast-or-famine mode, manually chasing leads and burning out. What if your firm could attract qualified prospects, convert them automatically, and scale without the constant hustle?Sam Mollaei and Neil Tyra unveil the Rapid Law Firm Growth Formula—a proven 6-step system combining high-converting ads, virtual intake specialists, and ROI tracking. Learn how to create ads that attract your ideal clients, qualify leads automatically, and let virtual intake sign clients while you focus on practicing law.Key Takeaways from Sam and Neil:1. Create Ads To Attract LeadsRun targeted ads that address audience pain points, like "Injured in an accident?" with strong CTAs such as "Click ‘Learn More' to see if you qualify," and leverage platform optimization for better performance.2. Qualify LeadsUse tools like Facebook Lead Forms or landing pages to ask essential questions that filter out unqualified leads, and automate the process with tools like ChatGPT to streamline qualification.3. Integrate Leads Into a CRMAutomate lead management by connecting CRM tools like Zapier to ensure seamless data flow and set up automated follow-ups through text and email.4. Have Dedicated Virtual Intakers To Sign Up Clients For YouHire virtual intake specialists to focus on qualifying and signing up clients quickly, offering a cost-effective solution, and ensuring timely follow-ups to maximize conversions.5. Scale Marketing Budget to Match ROITrack CPA and CLV to assess profitability and scale spending on campaigns with at least a 200% ROI, using live dashboards to reallocate funds effectively.6. Rinse and RepeatRefine ads, automations, and processes regularly to improve performance and scale into new markets once the system is running smoothly. "We've seen ourselves becoming closer to more and more of the virtual intake. It's like we're what we focus on. Much easier, much faster, more room to scale, easier to train." — Sam Mollaei"Having the data to make that decision is key, and your live dashboard is the penultimate development of those numbers, to the point where you have this graphic and visual tool that lets you answer these questions in real time. It makes the decision point easier." — Neil Tyra

Deposit $10+ with code “BDGE” and play on our partner website to get the 2025 BDGE Fantasy Football Draft Guide for free! https://tinyurl.com/3add4t6z0:00 - its rude to skip introductions0:50 - jared goff - DET, QB2:45 - j.j. mccarthy - MIN, QB5:50 - matthew stafford - LAR, QB7:23 - d.j. moore - CHI, WR10:20 -calvin ridley - TEN, WR13:00 - jerry jeudy - CLV, WR14:30 - james conner - RB, ARZ16:30 - kaleb johnson - RB, PIT17:57 - d'andre swift - RB, CHI17:57 - tony pollard - RB, TEN18:55 - david njoku - TE, CLV20:45 - colston loveland - TE, CHIIf you live in a state where they aren't live, you can pre-order the draft guide for a discounted price straight from our website through August 1st: https://bdge.co/draft_guides/2025subscribe to the bdge dynasty channel: https://ytube.io/3pZklisten to the bdge dynasty podcast: https://bityl.co/NzJ1bdge nfl trivia youtube channel: https://ytube.io/3jmJjoin the BDGE discord: https://discord.gg/77BxrqCF6Fsubscribe to the BDGE podcast | https://linktr.ee/bdgefollow me on the socials | https://linktr.ee/nickercolanoContact▪️ advertising/business | business@bdge.co (don't send fantasy questions here)▪️ i do answer fantasy Q's on our discord | https://discord.gg/AvpY3QJTAythis video is about (bdge,nick ercolano,fantasypros,fantasy flock,fantasy footballers,bdge fantasy football,2025 fantasy football,mock draft 2025 fantasy football,2025 fantasy football rankings,dj moore fantasy,calvin ridley fantasy,colston loveland fantasy,david njoku fantasy,james conner fantasy,breakout players fantasy football,best picks fantasy football,must draft players fantasy football,kaleb johnson fantasy,tony pollard fantasy,jerry jeudy fantasy,d'andre swift fantasy)Support this podcast at — https://redcircle.com/bdge-fantasy-football/donationsAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Deposit $10+ with code “BDGE” and play on our partner website to get the 2025 BDGE Fantasy Football Draft Guide for free! https://tinyurl.com/3add4t6zIf you live in a state where they aren't live, you can pre-order the draft guide for a discounted price straight from our website through August 1st: https://bdge.co/draft_guides/20250:00 - its rude to skip introductions1:50 - emeka egbuka - TB, WR7:40 - kaleb johnson - PIT, RBget the draft guide here: https://tinyurl.com/3add4t6z11:45 - cedric tillman - CLV, WR13:30 - j.j. mccarthy - MIN, QB15:38 - cam skattebo - NYG, RB17:38 - kyle williams - NE, WR20:08 - jayden higgins - HOU, WR21:22 - honorable mentionssubscribe to the bdge dynasty channel: https://ytube.io/3pZklisten to the bdge dynasty podcast: https://bityl.co/NzJ1bdge nfl trivia youtube channel: https://ytube.io/3jmJjoin the BDGE discord: https://discord.gg/77BxrqCF6Fsubscribe to the BDGE podcast | https://linktr.ee/bdgefollow me on the socials | https://linktr.ee/nickercolanoContact▪️ advertising/business | business@bdge.co (don't send fantasy questions here)▪️ i do answer fantasy Q's on our discord | https://discord.gg/AvpY3QJTAythis video is about (bdge,nick ercolano,fantasypros,fantasy flock,fantasy footballers,bdge fantasy football,2025 fantasy football,mock draft 2025 fantasy football,2025 fantasy football rankings,fantasy football breakouts,kaleb johnson fantasy,emeka egbuka fantasy,fantasy football sleepers,fantasy football 2025 rankings,fantasy football rankings,2025 fantasy football draft,fantasy football breakout players,top fantasy sleepers)Support this podcast at — https://redcircle.com/bdge-fantasy-football/donationsAdvertising Inquiries: https://redcircle.com/brandsPrivacy & Opt-Out: https://redcircle.com/privacy

Is it time to finally admit that not all customers are created equal—and that treating them as if they are might be costing your business more than you realize? In this episode, I dig deep with Dan McCarthy, Associate Professor of Marketing at the University of Maryland and co-founder of Theta, to challenge one of the most hotly debated questions in customer experience: Should all customers be treated the same? Dan's expertise in customer lifetime value (CLV) exposes a stark reality—most companies are bleeding money on large swaths of their customer base and missing out on major growth opportunities by not prioritizing their highest value customers. The impact of understanding, modeling, and acting on CLV? Smarter resource allocation, optimized acquisition channels, and retention strategies that actually move the needle. Why should you listen to Dan? His work—frequently featured in The Wall Street Journal, Harvard Business Review, Fortune, and The Economist—sits at the intersection of advanced academic research and bottom-line business outcomes. Having sold a business to Nike and now a partner at Theta, Dan brings a rare combination of rigorous analytics and practical execution, helping both corporate leaders and investors see their customers (and their value) more clearly. If you want your business to thrive—not just survive—in a customer-driven market, this episode is essential listening. Here are three burning questions Dan answers during our conversation: How do you accurately calculate customer lifetime value, and why do so many businesses get it wrong? What are the most common missteps that leaders make when trying to identify and serve high-value customers? How can customer data be used to shift business strategy, improve profitability, and even recalibrate entire corporate valuations? Be sure to tune in and subscribe on your platform of choice: Listen & Subscribe on Apple Podcasts Listen & Subscribe on Spotify And remember, The Delighted Customers Podcast is available on all your favorite podcast platforms! Meet Dan McCarthy Dan McCarthy is an Associate Professor of Marketing at the University of Maryland's Robert H. Smith School of Business, and a co-founder of Theta, a leading business focused on customer lifetime value prediction and insights. Previously, Dan taught at Emory University's Goizueta Business School for seven years before moving to Maryland (my alma mater—Go Terps!). Dan's innovative research and commentary on customer lifetime value, corporate valuation, and unit economics have attracted national attention, appearing in media outlets such as Harvard Business Review, The Wall Street Journal, Fortune, Barron's, CBS, CNBC, and The Economist. He is also nationally recognized for his work partnering with Dr. Peter Fader, with whom he initially founded a business acquired by Nike before their current collaboration at Theta. Before his academic career, Dan earned both his undergraduate and PhD degrees from the Wharton School at the University of Pennsylvania. He spent several years on Wall Street at a hedge fund, bringing a financial and data-driven lens to marketing science. As a frequent speaker and consultant, Dan helps enterprise leaders, marketers, and investors leverage advanced modeling to answer high-stakes questions about profitability, resource allocation, and growth. To connect with Dan, reach out on LinkedIn. References and Show Notes Learn more about Theta Connect with Dan McCarthy: LinkedIn Past podcast guests mentioned: Fred Reichheld (on CX metrics), Dr. Peter Fader (Wharton School, on not treating all customers the same) Read Dan's and Peter Fader's research: Customer-Base Corporate Valuation Warby Parker (example discussed: CLV, growth, and valuation) Media coverage: Harvard Business Review, Wall Street Journal, Fortune, The Economist, USA Today, Barron's Delta Sky Club (loyalty programs and customer value example) Ready to rethink your approach to customers? Hit play and subscribe now!

When my house insurance doubled, I realized most retailers are stuck in transaction tunnel vision—treating customers like one-night stands instead of building lifetime relationships. This episode breaks down the Customer Lifetime Value formula that separates genius marketers from those throwing money at the wall. Discover why a $30 customer can be worth $1,380 over time, and learn three strategies to increase CLV immediately. You'll Learn: The simple CLV formula (no PhD required) Why understanding CLV transforms your marketing spend How to identify your most valuable customer segments Three concrete strategies to boost lifetime value Stop chasing quick wins and start building profitable long-term relationships. When you know each customer's true worth, you can invest like a genius while competitors can't compete.

Brent Vartan is Managing Partner and Co-Founder at Bullish, a unique hybrid combining a branding agency and a consumer-focused venture fund. With decades of experience in brand strategy, Brent and his team have been early investors and builders behind some of the most iconic DTC and consumer brands of the past decade, including Peloton, Warby Parker, Casper, Harry's, Hu, Bubble, and more.In this episode of DTC Pod, Brent shares his perspective on what it takes to build generational consumer brands from the earliest stages. He discusses Bullish's hands-on investment approach, the importance of brand strategy as a growth mechanism, and what differentiates brands that become household names. Brent also breaks down real playbooks from companies like Sunday Lawn and Nom Nom, providing founders concrete advice on what it takes to build brands worth talking about—and worth buying.Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.On this episode of DTC Pod, we cover:1. Bullish's hybrid brand agency and VC model2. What it means to invest as “first money” and why it matters3. The difference between building a business and building a brand4. Why customer lifetime value (CLV) trumps CAC and COGS5. Product-market fit: moving from awareness to lifetime value6. How Bullish supports brands like Harry's and Nom Nom in their earliest days7. Tactical advice for founders on capital raising and allocation8. Building brands for acquisition vs. IPO9. The playbook for becoming an acquisition target (what buyers actually want)10. The underrated power of innovation and product launches11. The role of cultural relevance in DTC brand building12. Real-world examples from Sunday Lawn, Peloton, Bubble Beauty, and more13. How great DTC brands focus on AOV, CLV, and brand loyalty14. Pitfalls to avoid around capital structure and loss of momentumTimestamps00:00 Introducing Brent Vartan and Bullish03:49 Bullish's track record and notable investments05:22 What makes Bullish different10:10 Investing as “first money,” how Bullish evaluates concepts13:19 Patterns Bullish looks for in breakout DTC brands16:09 Deep dive: Sunday Lawn's growth and strategy18:36 Positioning Harry's and building a hundred-year business21:04 Timelines, capital, and operational realities for breakout brands23:37 Building for acquisition vs. IPO: how strategies diverge28:57 What buyers are really seeking in DTC acquisitions31:47 Nom Nom's Mars acquisition and the power of niche audiences33:59 The importance of cultural relevance and taking creative “shots”35:32 Bubble Beauty: case study in innovation and customer engagement38:27 Finding the right capital structure and maintaining founder equity41:06 The risks of stalling momentum and overplanning43:33 Where to allocate raised capital: innovation vs. marketing46:20 Where to find Bullish, Brent's socials, and their newsletterShow notes powered by CastmagicPast guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  Additional episodes you might like:• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views• #219 JT Barnett: The TikTok Masterclass For Brands• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands-----Have any questions about the show or topics you'd like us to explore further?Shoot us a DM; we'd love to hear from you.Want the weekly TL;DR of tips delivered to your mailbox?Check out our newsletter here.Projects the DTC Pod team is working on:DTCetc - all our favorite brands on the internetOlivea - the extra virgin olive oil & hydroxytyrosol supplementCastmagic - AI Workspace for ContentFollow us for content, clips, giveaways, & updates!DTCPod InstagramDTCPod TwitterDTCPod TikTokBrent Vartan - Managing Partner & Co-Founder of BullishBlaine Bolus - Co-Founder of CastmagicRamon Berrios - Co-Founder of Castmagic

Send us a textUnlocking the Secrets of Go-to-Market Success: The Top 10 KPIs You Need to TrackIn this episode, we dive deep into the essential metrics every business leader and marketer should monitor to ensure their go-to-market (GTM) strategy is on track. Whether you're launching a new product, entering a new market, or refining your sales process, understanding the right key performance indicators (KPIs) can make all the difference between success and stagnation.Join us as we break down the top 10 KPIs that provide actionable insights into your GTM effectiveness:Customer Acquisition Cost (CAC): Discover how much it really costs to win a new customer and why optimizing this metric is crucial for profitability.Customer Lifetime Value (CLV): Learn how to calculate and maximize the total revenue a customer brings over their relationship with your brand.Monthly and Annual Recurring Revenue (MRR & ARR): Track your revenue growth and forecast future performance with these foundational metrics.Net Promoter Score (NPS): Gauge customer satisfaction and loyalty to identify advocates and areas for improvement.Return on Ad Spend (ROAS): Ensure your marketing investments are delivering measurable returns.Support Tickets: Monitor customer issues and feedback to enhance your product and customer experience.شف أسرار نجاح استراتيجية الدخول إلى السوق: أهم 10 مؤشرات أداء يجب تتبعهافي هذه الحلقة، نغوص في أعماق أهم المؤشرات التي يجب على كل قائد أعمال ومسوق مراقبتها للتأكد من أن استراتيجية الدخول إلى السوق (GTM) تسير في الاتجاه الصحيح. سواء كنت تطلق منتجًا جديدًا، أو تدخل سوقًا جديدًا، أو تعمل على تحسين عملية المبيعات، فإن فهم مؤشرات الأداء الرئيسية الصحيحة يمكن أن يصنع الفارق بين النجاح والتراجع.انضم إلينا بينما نستعرض أهم 10 مؤشرات أداء توفر رؤى عملية حول فعالية استراتيجيتك:تكلفة اكتساب العميل (CAC): تعرف على التكلفة الحقيقية لجذب عميل جديد ولماذا يعد تحسين هذا المؤشر أمرًا حاسمًا للربحية.قيمة عمر العميل (CLV): تعلم كيفية حساب وتعظيم إجمالي الإيرادات التي يجلبها العميل طوال علاقته مع علامتك التجارية.الإيرادات الشهرية والسنوية المتكررة (MRR & ARR): تابع نمو إيراداتك وتوقع الأداء المستقبلي من خلال هذه المؤشرات الأساسية.مؤشر صافي المروجين (NPS): قِس رضا العملاء وولاءهم لتحديد الداعمين ومجالات التحسين.العائد على الإنفاق الإعلاني (ROAS): تأكد من أن استثماراتك التسويقية تحقق عوائد ملموسة.تذاكر الدعم: راقب مشاكل العملاء وملاحظاتهم لتحسين منتجك وتجربة العملاء.معدل تحويل المبيعات: اكتشف مدى فعالية تحويل الفرص إلى عملاء فعليين.معدل فقدان العملاء (Churn Rate): راقب معدل مغادرة العملاء لتقليل الخسائر وتعزيز النمو.مدة تهيئة العميل الجديد: قِس الوقت الذي يستغرقه العميل الجديد ليبدأ في تحقيق القيمة من منتجك.حجوزات العروض التوضيحية: تابع عدد العملاء المحتملين الذين يطلبون تجربة المنتج.استمع الآن لتتعرف على كيفية استخدام هذه المؤشرات في تحسين استراتيجيتك وتحقيق أهدافك التجارية! Support the showSupport the Podcast on:https://www.paypal.com/paypalme/okuwatly?locale.x=en_UShttps://www.buymeacoffee.com/MaBa3refSubscribe to Maba3ref Newsletter:https://maba3refbranching.beehiiv.com/Connect with Maba3ref Podcast:https://www.instagram.com/maba3refbyomarConnect on TIKTOK:https://www.tiktok.com/@okuwatly

No matter how simple a metric's name makes it sound, the details are often downright devilish. What is a website visit? What is revenue? What is a customer? Go one level deeper with a metric like customer acquisition cost (CAC) or customer lifetime value (CLV or LTV, depending on how you acronym), and things can get messy in a hurry. In some cases, there are multiple "right" definitions, depending on how the metric is being used. In some cases, there are incentive structures to thumb the definitional scale one way or another. In some cases, a hastily made choice becomes a well-established, yet misguided, norm. In some cases, public companies simply throw their hands up and stop reporting a key metric! Dan McCarthy, Associate Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland, spends a lot of time and thought culling through public filings and disclosures therein trying to make sense of metric definitions, so he was a great guest to have to dig into the topic! For complete show notes, including links to items mentioned in this episode and a transcript of the show, visit the show page.

How much can you really afford to pay for a new customer? The answer isn't as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you're struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen.Chapters:00:00:00 - Welcome to the Episode: How Much Should You Pay for a Customer?00:00:44 - Why Knowing Your Customer Acquisition Cost (CAC) is Crucial00:06:20 - The Simple Formula for Calculating Customer Lifetime Value (CLV)00:08:15 - How to Calculate CLV Using a Basic Formula00:10:45 - Breaking Down CLV for Different Business Models00:12:10 - How Long Does It Take to Earn Your CLV?00:14:50 - Fast vs. Slow CLV Payback Periods & What They Mean00:17:54 - Transition to Determining Customer Acquisition Cost (CAC)00:26:40 - Finding the Right Balance Between CLV and CAC for Growth00:29:52 - Key Takeaways: The 3:1 Rule for Scaling ProfitablyLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you'd like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:AppSumo - 13% off with code traffic13Tier 11 Data Suite

Most lawyers are stuck in feast-or-famine mode, relying on outdated marketing and manual processes. But what if your law firm could sign more clients, automate intake, and scale effortlessly?In this episode, Sam Mollaei and Neil Tyra reveal the Rapid Law Firm Growth Formula—a proven system to attract more leads, close more cases, and let automation do the work.✅ High-converting ads✅ Virtual intake specialists signing clients for you✅ ROI tracking to scale with confidence

At BRAVE COMMERCE Live in 2024, leading experts in media investment, Farrah Linden, Media Director at Wella Company, and Josh Cierski, Associate Director of Media at Reckitt, engaged in a candid debate on the evolving dynamics of brand media and retail media. Moderated by BRAVE COMMERCE hosts Rachel Tipograph and Sarah Hofstetter, this insightful discussion unpacks how brands navigate budget allocation, performance measurement, and strategic alignment in a rapidly changing retail landscape.Farrah and Josh share how their organizations structure media investments, the challenges of defining retail media within broader marketing strategies, and the increasing role of first-party data, closed-loop attribution, and creative excellence in optimizing retail media spend. They also debate whether retail media should be held to the same standards as traditional brand media and how organizations can best structure teams to ensure cohesion, measurement rigor, and budget fluidity.From the latest trends in eCommerce, omnichannel marketing, and consumer data strategies to the future of media investment, this conversation offers invaluable insights for brands looking to maximize ROI in an era where digital and retail media are increasingly intertwined.Key Takeaways:Retail Media vs. Brand Media: How brands define and allocate budgets across national, retail, and digital channels to drive performanceRethinking Measurement: Why ROAS isn't enough and how incrementality, CLV, and brand lift are shaping modern media strategiesCreative & Media Maturity: The role of video, platform differentiation, and retailer partnerships in maximizing retail media effectiveness Hosted on Acast. See acast.com/privacy for more information.

In this episode of Grow a Small Business, host Troy Trewin interviews Susan Toft, founder of The Laundry Lady, shares her journey from starting solo in 2012 to growing her business to $6 million in annual revenue. The company now boasts over 300 contractors and operates across Australia and New Zealand. Susan highlights the unique flexibility her platform offers, empowering families and communities. She discusses scaling challenges, bootstrapping success, and plans for further growth with investments. A must-listen for anyone inspired by innovative, customer-focused business models!   Other Resources: From $50K to 8 Figures: Kristi Herold on Building JAM's 450-Person Team, 11 Acquisitions & a Culture of Play From Teen Lawn Mower to $20M App: Bryan Clayton's Journey to 200K Customers & 22 FTE  30 Years of Expertise: Matt Raad's Strategies to Skyrocket Your Business Success Angel Investment Secrets: Liz Raad's Blueprint for Million-Dollar Business Succes The "Marketing Funding Flywheel" eBook outlines how to strategically align marketing investments with funding metrics like CLV and CAC to create a self-sustaining cycle of growth for small businesses. Why would you wait any longer to start living the lifestyle you signed up for? Balance your health, wealth, relationships and business growth. And focus your time and energy and make the most of this year. Let's get into it by clicking here. Troy delves into our guest's startup journey, their perception of success, industry reconsideration, and the pivotal stress point during business expansion. They discuss the joys of small business growth, vital entrepreneurial habits, and strategies for team building, encompassing wins, blunders, and invaluable advice. And a snapshot of the final five Grow A Small Business Questions: What do you think is the hardest thing in growing a small business? Susan Toft highlights cash flow management as the hardest aspect of growing a small business. She explains that consistent challenges with managing finances, especially in the early stages, can lead to moments of doubt about whether the effort is worth it. Understanding financials is critical, but even with that knowledge, limited resources and reinvestment needs can make the journey especially tough. What's your favourite business book that has helped you the most? Susan Toft's favorite business book is "Shoe Dog" by Phil Knight, the memoir of Nike's co-founder. She finds it particularly impactful because it candidly portrays the realities of business growth, especially challenges like managing cash flow during different stages of the business. She appreciates its honesty about the struggles and successes of building a business​. Are there any great podcasts or online learning resources you'd recommend to help grow a small business? Susan Toft prefers listening to a variety of podcasts that focus on the journeys and stories of entrepreneurs. She values learning from real-life challenges and successes shared by others, as these stories can be motivating and relatable. While she doesn't follow specific podcasts exclusively, she enjoys exploring diverse options to gain insights and inspiration for growing a small business. What tool or resource would you recommend to grow a small business? Susan Toft highlights the importance of having an accounting system that provides clear insights into your financials. She specifically values tools that allow access via mobile devices, enabling her to manage business operations effectively while balancing personal responsibilities. This flexibility helps her stay informed and in control of cash flow and finances, which she considers critical for business growth​. What advice would you give yourself on day one of starting out in business? Susan Toft's advice to herself on day one of starting out in business would be to "just keep going." She emphasizes the importance of perseverance, acknowledging that there will be tough days filled with doubt, but persistence eventually leads to achieving goals and seeing rewards. Her message reflects the resilience needed to navigate the ups and downs of entrepreneurship. Book a 20-minute Growth Chat with Troy Trewin to see if you qualify for our upcoming course. Don't miss out on this opportunity to take your small business to new heights! Enjoyed the podcast? Please leave a review on iTunes or your preferred platform. Your feedback helps more small business owners discover our podcast and embark on their business growth journey.     Quotable quotes from our special Grow A Small Business podcast guest: Understanding your numbers is critical—your business success depends on it — Susan Toft Balance in business and life is about integration, not perfection — Susan Toft Stay true to your values — they are the foundation of sustainable success — Susan Toft      

Rob Pizzola and the team from The Hammer Betting Network dive deep into the latest news and drama making waves on Gambling Twitter. From controversial takes to unexpected betting strategies, we're breaking down all the must-know moments from the week. Today's show reacts the scientific evidence that disproves CLV mattering, Rob's feelings of being personally attacked and so much more.

In the final part of our Resonance in Marketing Masterclass series, we explore the key strategies that help brands create unshakable brand loyalty. This episode breaks down how personalization, emotional connections, and strong communities are the cornerstones of marketing success in today's world. We'll explore:• How personalization creates deeper, more meaningful relationships with your customers.• The role of emotional engagement in building long-lasting loyalty and advocacy.• Why fostering and nurturing communities around your brand is the ultimate way to cultivate trust and drive growth.Through real-world examples, actionable insights, and practical takeaways, this episode is a must-listen for brands looking to build loyalty that stands the test of time. Whether you're a seasoned marketer or just starting out, you'll discover powerful strategies to connect with your audience on a deeper level and turn customers into lifelong advocates. Previous Episodes In This Masterclass Series:•  Listen To Resonance In Marketing Masterclass Part 1•  Listen To Resonance In Marketing Masterclass Part 2 Beyond The Episode Gems:• Grow Your Business Faster Using HubSpot's CRM Platform• Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up That Is Referenced In This Episode: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Need Growth Strategy, A Keynote Speaker, Or Want To Sponsor The Podcast? Go To FindTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel

In today's hyper-competitive landscape, it's not about how loud you are—it's about how deeply you resonate.In this episode, we explore building meaningful connections through relationship-driven marketing, focusing on:• Emotional connection > Grabbing attention.• Why trust, loyalty, and community advocacy matter more than one-time conversions.• The role of storytelling in creating authentic, long-lasting connections with your audience.• Empathy-driven marketing: understanding your customers' needs and emotions to foster brand loyalty.• Tapping into the power of personalized experiences to resonate on a deeper level.• How niche marketing and community-building create stronger advocacy than broad messaging.• How to evoke emotion and create lasting memories to resonate deeply.• Relationship-driven marketing tactics you can apply across social media, content, email, and more to engage meaningfully. Beyond The Episode Gems:• Grow Your Business Faster Using HubSpot's CRM Platform• Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up That Is Referenced In This Episode: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Need Growth Strategy, A Keynote Speaker, Or Want To Sponsor The Podcast? Go To FindTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel

In a world of endless noise, the brands that stand out are the ones that resonate, not the ones that shout.In this episode, we break down how resonance plays in marketing along with:•  Resonance vs Volume in marketing.•  Emotional connection > Simply Exposure.•  The Psychology of Resonance: tapping into customer emotions, needs, and values.•  Appealing to Emotions and Creating Memories (Limbic System) > Appealing to Logic (Neocortex)•  LTV > One-Time Conversions.•  How to create trust currency, brand loyalty, and community advocacy.•  The importance of relationship-driven marketing and communication tactics.•  How to apply this to social media, content, email, copy, and other media on various platforms. Beyond The Episode Gems:• Grow Your Business Faster Using HubSpot's CRM Platform• Use The Same Recording Platform I Use For My Podcast, Try Riverside.fm For Free• Buy Troy's Book, Strategize Up That Is Referenced In This Episode: StrategizeUpBook.com• Discover All Podcasts On The HubSpot Podcast Network#####Support The Podcast & Connect With Troy: • Rate & Review iDigress: iDigress.fm/Reviews•  Follow Troy's LinkedIn @FindTroy• Get Strategy Solutions & Services: GrowWithTroy.com•  Follow Troy's Instagram @FindTroy•  Subscribe to Troy's YouTube Channel