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LVL Up Expo: Hot off our LVL Up Expo panel, Jim and Them play some catch up on the Kill Switch, the Michael trailer and more!Corey's Michael Premiere Invite & Corey's Publicist: Corey has a long convoluted story regarding his lack of appearance at the Michael movie premiere. Corey's Publicist Sammi goes on a talk show to defend publicists! She's there to advise they are not making bot accounts and attacking people, while she allegedly does that very thing!Corey Doc Deleted Scenes: Thanks to Marcie Hume we have some bonus scenes from the Corey Feldman Vs. The World documentary! A nice peek into the life of the Goblin Ghoul. Also Corey performs for a 108 year old woman at a "biker bar".COREY FELDMAN!, SHOW STOPPER!, LET'S JUST TALK!, DON CHEADLE!, BOOGIE NIGHTS!, JIM AND THEM IS POP CULTURE!, MAYDAY!, OVERTHROW!, STREAMATHON!, DONATE!, 911!, NEW FAMILY!, 22 CHAIN!, SBD!, HDM!, DON DAWN MAY!, DDM!, SHOW TRIP!, KILL SWITCH!, MICHAEL TRAILER!, STARRING COREY FELDMAN!, BEAT IT!, YN!, ORGANIZERS!, MICHAEL PREMIERE!, ALIEN ANT FARM!, 4/20!, MANAGER!, RSVP!, HE LIVED THE STORY!, PEE WEE!, DUSTIN FROM STRANGER THINGS!, KID ACTORS!, FLAWSOME TALK!, JUSTIN BALDONI!, SAMMI ROBIN!, PUBLICIST!, MATT KENNEDY!, MATT SPEAKS TRUTH!, MARCIE HUME!, ANGELS!, HARASS!, PR FIRM!, SAFE!, MIKE COSA!, LEATHERFACE!, TEXAS CHAINSAW!, WRESTLING!, GOSSIPY RAG!, ADRIEN RUMORS!, BREAKUP!, NEW APARTMENT!, FIGHT CLUB!, COCK FRAME!, RULES OF THE BUS!, MARGOT!, BRITTANY!, TOO FAR!, PIZZA EATING!, GROSS!, DARCI!, BLENDER!, GOD!, MESSIAH!, WILD FIRES!, NEVER QUIT!, 108 YEAR OLD LADY!, COVER BAND!, BIKER BAR!, DROPS OF JUPITER!, COLDPLAY!, COREY'S TWITTER!, APARTMENT!, STORIES!,You can find the videos from this episode at our Discord RIGHT HERE!

How Rethinking Paid Media Can Drive More Efficient, Sustainable B2B Growth In this competitive environment, the fundamentals of effective B2B marketing are more crucial than ever, yet many brands are losing sight of them. As platforms become more inundated with noise, organizations are increasingly over-investing in paid media while under-investing in the strategic groundwork that makes paid campaigns perform. This imbalance leads to wasted spend, mixed messages, and weaker results, just as B2B audiences are becoming more selective. So, how can marketing leaders leverage paid media to drive more efficient, sustainable B2B growth? That's why we're talking to Andrea Ness (Head of Media, ddm marketing + communications), who shares her expertise on how rethinking paid media can drive more efficient, sustainable B2B growth. During our conversation, Andrea emphasized the importance of integrating paid media with owned and earned media to creative a holistic customer journey. She stressed that B2B paid media should amplify strong messaging rather than being the sole focus of a marketing campaign. With sales cycles often lasting 6-18 months, Andrea highlighted the need for consistent messaging across all channels and the importance of building long-term trust. She also underscored the significance of long-lasting assets such as website and thought leadership for sustainable ROI. Andrea advocated for a strategic approach to measurement, leveraging full-funnel metrics that go beyond immediate conversions to capture the true impact of a brand's digital presence. https://youtu.be/HdpEGsfjxuI Topics discussed in episode: [00:00] Why a weak narrative just means broadcasting confusion at scale  [02:44] Why teams skip to conversions and why it backfires in 6–18 month buying cycles  [05:45] The problem found when sales, PR, web, and leadership aren’t saying the same thing  [09:19] How B2B buyer behavior has changed, and why sales calls are the last resort  [13:24] How to reframe brand investment in language leadership buys into  [17:09] The three paid media pitfalls every B2B marketer must avoid [21:59] Why foundational messaging lifts every channel, and how to evolve it  [24:59] Demystifying owned, earned, and paid media [32:11] Long-lasting assets vs. short-term ads: SEO, thought leadership, and repurposed content that compound  [34:48] Brand lift studies, return visitors, time on site, and the metrics that prove full-funnel progress  [37:56] Why you must build the house before you turn on the amplifier Companies and links mentioned: Andrea Ness on LinkedIn  ddm marketing + communications   Transcript Andrea Ness, Christian Klepp Andrea Ness  00:00 People usually don’t convert on the first ad exposure that they see. So you really, really do want to make sure that there are so many other ways that they can get to that information. Advertising helps. But you know, like, like, if you look at you know what your journey is. And really, it’s a great exercise if you don’t have a customer journey, like, laid out on paper and really, and looking at that, not just for paid media channels, but also, you know, like, here’s what we’re doing, foundational like that owned media, you know. And then here’s what you know earned media is doing that they’re really pushing out. And here’s their focus. Christian Klepp  00:31 The fundamentals of effective B2B Marketing have not changed, but in 2026 many brands are losing sight of them as platforms become more crowded and ad costs continue to rise, organizations are increasingly over investing in paid media while under investing in the strategic groundwork that makes paid campaigns perform. This imbalance leads to wasted spend mixed messages and weaker results, just as audiences are becoming more selective. So how can B2B Marketers leverage paid media to drive more efficient, sustainable 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 Andrea Ness, who will be answering this question. She’s the head of media at DDM Marketing and Communications, where she helps drive digital marketing initiatives for B2B organizations, tune in to find out more about what this B2B Marketers Mission is. Andrea Ness, welcome to the show. Andrea Ness  01:29 Very good to be here. Christian Klepp  01:30 Really good to have you on. I mean, you know, we’ve, we’ve had such a great free interview conversation where we, we laughed so much about all these random topics, and that was already, like, very telling of, like, what’s to come. But I’m, I’m really looking forward to this conversation. It’s, it’s a very pertinent one. I think it’s something that B2B marketing teams really need to be paying attention to as they move forward. At the time of this recording, at the beginning of 2026 All right, so let’s, let’s jump right in and start the interview. So, Andrea, like for you’re on a mission, I would say, to help B2B companies deliver high impact marketing campaigns that drive measurable results. For this conversation, I’d like to zero in on the topic of how rethinking the role of paid media can drive more efficient, sustainable growth. So I’d like to kick off the conversation with two questions, and I’m happy to repeat them, right? So question number one, why do you think paid media should function as an extension of brand trust, rather than the centerpiece of a marketing strategy? And the follow up question is, where do you see many B2B Marketing Teams struggle. Andrea Ness  02:44 All right, I will start with round one, but with the first one, usually, when someone hears media campaign, they go straight to, like the media teams and like going to tactics where, like, where we really want to back up and just say, you know, paid media works as it to amplify the message that you’re trying to put out there, not to create the message. So if you don’t have that, those strong messaging and those components in place, or what we like to say at your house in order, you know, like we’re not going to be the best at creating the message, but only taking really resonating messaging and putting it out to the world. So it we call paid media more like a distribution engine. And it’s not the message itself, you know, and it’s also, you know, to really, really underline brand narrative is, if their your brand narrative isn’t strong, your paid media just amplifies people to get confused. One of the things that we like to talk about with clients is that audiences see 1000s of messages every day, you know. So like, even if we might be in the right channels, you know, with everyone else, if it doesn’t resonate, if it doesn’t align, you know, if it doesn’t connect and strong, then they’re just trying to pass it by with hundreds and 1000s of others. So really, really, what is that message component? What are you trying to tell them? When are you trying to tell them that? And then we just use paid media, the tactics for paid media, just to make sure that we’re amplifying that message to the right people. So that’s with your first question, what your second one was, Christian Klepp  04:14 Where do you see a lot of based on based on that, like, where do you see a lot of B2B marketing teams struggle? Andrea Ness  04:20 So one of the things we keep on we keep on hearing over and over again, because again, you know, I know clients like, really like, their focus on revenue. They’re focused on the end goal. But you know, when we hear a lot of times, when we hear like we need, you know, consistently, more leads, more conversions, more revenue. We got to go straight to the end when what we’re thinking about like, and what we have to bring clients back to is like, what is that customer journey? And, you know, like for us to be able to move them through the funnel, we can’t just go straight to the end and asking them to do something when they don’t even have that trust, or they’re not even, you know, in the consideration journey yet. You know, so with with B2B, especially like consumers, sometimes it’s a quicker side cycle. But with B2B, you know that your cycles are could be like six to 18 months, even longer. So if you’re not talking to them throughout each of the journey and building that trust along the way, you know we’re going to be losing them if you go straight to like, you know, do this and, you know, give us your contact information. We learned, especially now, especially with new generations of people. They don’t like always. Like filling out forms. They like to do their own research in many different ways. And if you’re not there in each of those moments as they’re like, going through and building that trust, wherever they’re going to get those information points, you know, just going out and saying, like, do this now. Deadline approaching, you know, like you’re gonna they’re not going to be ready to do the end the end goal. So, Christian Klepp  05:43 Absolutely, absolutely, yeah, Andrea Ness  05:45 Another thing that we notice is more like the fragmented, like the messaging so, and it’s just, you know, we that’s why we really, really hone in on integrated marketing. Because it really is, if we’re ready, if we have our key messages in place. It’s not just what the ads should say. It’s in every form of their communications. And sometimes people don’t think that way, because businesses are in their different teams. They have their sales team, they’re their PR team and communications team, you know, they have, you know, their web team. They have, you know, like all these other teams. But when, when we are ready to say these are going to be our key messages we’re going to hit out there. We have to make sure that all of these teams are aligned and the messaging resonates. So no matter where your audience goes to or where they go out to seek information, you don’t want to lose them by like they seen an ad with this message, but then they don’t. They go to your website and they don’t see it anymore, or even their organic channels, if you’re not talking about even those, those points in there, you know. And we also like, even, like, make sure clients know of like, even, like, public relations teams and whatnot. Like, you know, is it in your boiler plates anymore? Is there ways that we could integrate it in some of your content marketing, or your or the articles that you’re putting out there, or the thought leadership, you know, articles that your, leadership team is putting out there. So really, is taking those, like the key components, and what you have those down, and what you want your elevator pitch to be known for, and making sure every channel, especially sales teams too, like they’re the ones that are on the ground, they’re the ones that are, you know, talking to them when they’re in consideration, almost out of consideration. Are they saying the same points that we are trying to say up front and as your leadership, you know, team also, if they’re doing speaking points, having those one on one conversations, you know, are they also bringing down those team messages so everyone can get, you know, the same type of elevator pitch when they’re when they see it. Christian Klepp  07:36 Absolutely, absolutely, it’s, it’s amazing to me that, like, You know, you see this across the board, how the messaging tends to be inconsistent across the different channels. I don’t know where that that somehow got lost in translation, that like, okay, for each channel the message should be, should be different and, and that’s, you know, like, to your point, like, nothing could be further from the truth. Andrea Ness  08:00 Yeah, and it’s yeah, and sometimes it’s, you know, sometimes there are going to be other messages, like, you know, take organic social, for instance. It’s doing multiple jobs. It’s not just selling. It is, you know, bringing the culture component. It’s probably also talking to it, you know, possible future employees. And so it is doing, like, other themes in general. But if there is a sales point when, you know, and what we’ve learned is that when people hit consideration stages, they’re not ready to fill out a form right yet. They’re not ready to even call you on the phone, but they will connect with your socials to see, you know, like, so like, just as like, more reminders, but so if you’re not also seeing some of those marketing messages in there as well, you know, like, you’re gonna, you know, you’re going to lose them, and they’re just going to have that connection. And we always like to say is, like, when we put ads out in market again, very rarely are they going to resonate. The first thing they’re going to take that college, and especially for B2B, it’s different for retail, you know, the big sales, but for B2B, like, the expectation is they see your ad resonate. It might be something, oh, when I’m out of work, maybe I’ll go, you know, look into this. But you know, is that message really, really saying what you wanted to say and when they want to organically come back and find you later, wherever they go to to find is that going to be connecting, or is it going to be a completely different scenario where they can’t even get to where you want them to go to? You know, the follow the journey? Christian Klepp  09:19 No, absolutely. Thanks for sharing that. I did have two follow up questions for you based on everything that you’ve said in the past couple of minutes. So the first one is like, I mean, I’ve been, I’ve been marketing for a little bit, like, especially B2B marketing, and I’m sure it’s the same with you, but marketing has become so much more complex than when we started out, like, just from your perspective and your experience, especially in the paid media landscape, like, how has technology impacted the way that teams go about dealing with paid media? Maybe talk about the advantages and also how it’s been a little bit detrimental to them as well? Andrea Ness  10:02 Yeah, I would, I would say that just the many different options and how audiences are so different, and how like, from where we I learned how to, you know, how to connect with people is completely different from how, like, the New Age is connecting where, you know, they are really like, you know, like a lot of people like, they less phone calls, you know, less email addresses they have. They really, really learn from technology. They really learn from video like, video learning is a really key adapter to that, you know, also reaching out, even through like, you know, like DM’s (Direct Messages) of social media, those quick interactions where they’re not ready. You know, when, like, we’re like, on the B2B side. We’re always used to, like, lead forms, going to the website, doing that. And sometimes they just don’t want to leave the environments that they’re in. And if you’re not allowing them to learn from the environments that they’re in, too, as well, you know, then, then we’re going to be losing out. And a lot of times, too, when they’re ready for they want to know a quick answer, you know, with, like, with chatGPT, with everything else, they can get those answers fast. So if you’re not there and present and responding in an efficient manner, like, then you’re going to lose them, because there’s going to be another competitor that does have, like, the, you know, the the chat on their website, that they think they can get a quick answer, where they don’t feel comfortable calling on a phone and knowing when you call on the phone, you’re going to have to be a waiting period to talk to someone, and you might not get a human so it’s just everyone has, like, their own ways of connecting, you know, and to get information and to make sure that you are available in those information cycles, rather than just, like, let’s just take them to a form, and then maybe a day later, we’ll have someone follow up with them. So you just want to make sure that you’re present in the moments where they’re ready to make those choices. Christian Klepp  11:44 You know, it’s funny that you mentioned that, because I had this experience yesterday when I was trying to call a client, and then I heard this voice after it rang like, three times, and I thought, okay, it’s going to be the client. And so I started talking, and then I realized, like, oh, this person is not available at the moment, if you leave your name and tell me what this call is about, I can see if this person’s available. I’m like, Oh, okay. AI (Artificial Intelligence), right. So I’d have to, I had to tell, I have to tell the AI, okay, this is my name and this is the reason why I’m calling. And it says, It pauses for two seconds and says, Thank you. I will try to connect you. And then there’s this little like medley playing in the background, and then says, person is not available, please leave a message. I’m like, wow, that was a lot of like, hoops to jump through. Right? Like, Andrea Ness  12:30 yes, exactly. Christian Klepp  12:31 But to your point, right, to your point, it’s a lot of, it’s a lot of like, waiting and, you know, Andrea Ness  12:37 and I would say too, like, even, like, you know, from moving to, you know, making a phone call, knowing that you’re going to get, you know, a customer service level, but then to get a real answer, you might have to ask for a manager and go up to that level. Back in the day, you know, I would, I would tell people, you know, because I have really, you know, experience on the social media side. I’m like, you know, what? If you go straight to the social media inboxes, you’re going to get a quicker, faster response from a different limb, because that’s managed by PR teams and communications channels, and they have to be really, really but what they can respond to like is, you know, going to be at that already a tier two or tier three level. So it really is. Everything’s changing all the time, and you just want to make sure that you know when they’re ready when they ask your question. If you’re not there to answer that question, then someone else is going to answer that question for you. Christian Klepp  13:24 Yeah, yeah, that’s absolutely right. All right. So that was my first question. The second question, which you kind of already brought up, but because teams are dealing with this all the time, and I love that you brought it up, how do you deal with pushback? And when I mean, when I say push back, it’s like, how do you deal with senior management and B2B organizations, of which there are many that are going to look at your media campaign and your outreach campaign and say, Okay, well, Andrea, that’s all nice and good. But like, you know, how do we get to revenue quickly? What’s the ROI on this? Like, we need leads. We don’t need them. We, you know, we don’t need engagement. We don’t need engagement and sharing. We need leads. Like, you know, how do you deal with that kind of pushback, and how do you get them to understand that this takes time. Andrea Ness  14:12 It is, yeah, it really is an educational moment, because our clients are experts at their fields in what they do, you know? And so we really do also want to come in as coming in as a partner, that we also want to showcase our marketing expertise. And like you, do this really well. And while you do you know your job really well. Let us go in and also give you some information agitation of why, why if we go straight to, straight to the call to action, why that you know, is going to be less resonant than if we come in and say, You know what, let’s talk we know they’re going to they start here in the research phase building awareness, and now it’s time to build trust and consideration and answering you know exactly when they’re when they’re in that consideration phase. What are the key points that you need to tell them there, and why you need to message them differently, and why sometimes it’s. Not good to go straight to the call to action, because when they see that, then they’re going to be more likely to be like, you’re bombarding me. I’m not ready for the sales thing. I just want information. So it’s just like, how do we stay safe, top of mind, and especially in that consideration cycle, which is the longest cycle, it really is building trust. So like, how do you also offer information that’s what’s in there for them, not what’s in it for our clients to be like, You know what? You really care about me, and you’re not you’re not like, begging for me to contact you right away, but you’re giving me something, information that’s very like, that I need in the moment, that’s helping with with my job, that’s helping me with doing this stuff. So then when I do need you, you know, maybe like in that cycle period, I’m going to think of you first, because you were there, providing that information and showcasing the expertise, and I saw you at that event, you know. And just like you’re you’re building up those points to build that trust. So when they are ready to receive you in their moment, you know that you’re be one of the ones that they call so it really is trying to really think of that journey, and every journey is different per client, but to really look at, like, here’s the communications channels that are happening, both paid, but also, you know, like, you know, like, on the ground and, you know, organic and everything else. And like, how do we also make sure that we’re moving them along in a way, that they’re ready for it. Christian Klepp  16:24 Yeah, yeah, you’ve laid that out beautifully. That tells me that you’ve dealt with this situation many times before. Andrea Ness  16:29 We do it all the time. And you know, we really want to be stewards of our clients money, so we know, like, you’re going to give us the same amount of money to go into market here, or maybe getting the house in order, getting our messaging like, maybe, how do we resonate? How do we give them information? That’s what’s in it for them. And then we go into market and spend the same amount of money that we would be right away, and the results are just even better, because we’re talking to people that are not just early, but they’re already thinking about you because we made them think about you. Christian Klepp  17:01 Yeah, absolutely. I’ll move us along to the next question about key pitfalls that marketing teams should avoid, and what should they be doing instead? Andrea Ness  17:09 Okay, so there’s going to be, like, a few of them. One of the ones is, sort of, you know, what we what we just mentioned this too, is, like, the going into doing a marketing campaign without that strategic position that you have before you get started. So, you know, wanting to make sure that you have clear market positioning, you have really good messaging frame rooms, frameworks that you know that this is how you should be talking about them here. And sometimes it’s going to be messaging, you know, differently based on different audiences for a whole unique, you know, types of instances, but you’re not just focusing on, Oh, these are these ads. Are really pretty let’s get them out there. But do they resonate? Do they connect? You know, like, are they going to make people stop and look and listen, you know, rather than just pass by because they’re seeing 1000s of other ads as well. So, like, really thinking about that. Another thing is, what we know we talked about before is this, like the over reliance on paid media. You know, we’re treating ads as the primary growth lever, and then that is our answer, no matter what we have, you know, like, what, what the house looks like, what the you know, what the levers that we have are in place, but just so instead what we want to use it as just to amplify the really strong messaging that we all believe in, and we know it’s going to work, and we know we see it, you know, tested and working, and then to be able to get that out there, and then also just, you know, the pitfall number three would be, like, more like measuring only on short term metrics. So, like, we’re only focused on the leads, you know, like, that is our answer, and that’s only what we care about. We’re reporting on where there is so much that gets them through each of those ones. Like, how much engagement, how much audience growth did we have throughout? Where are they at in the funnel, where they were, you know, during the baseline, you know, match it served we saw them, you know. So just really looking at, like, the different ways that we know that they’re in the funnel, they’re listening, they’re understanding, Christian Klepp  19:03 Yeah, no, absolutely, yeah. There we go, man. Like, you know, we’re only focusing on leads. That’s all, that’s all I want to hear. That’s all I want to hear. Andrea Ness  19:11 We know, we know our clients have a bottom line and, you know, and it’s like their jobs on the line, and this is what their focus is on, doing it too. But if we don’t have that upfront cycle, moving that journey, knowing, especially if we know their cycle of, like, 18 months, you know, to get them to the leads, we should be talking, you know, to them a year, you know, to get them through. And then just really focus on, Christian Klepp  19:35 Well, it’s a process too, isn’t it? And I think you brought this up earlier in the conversation, that especially in B2B, we’re looking at a buying committee of anywhere between six to 10 people. This isn’t somebody that makes a decision on impulse, like, you go into a supermarket and oh gosh, like, look at that deal. Let me pull up my credit card. And people on B2B just don’t make decisions that way, right? In fact, I’m. In fact, I think to your earlier point, they do a lot of their own research. They probably talk to industry peers. They look online to see like, what other people are saying, what, or even like what they’re going to find if they do a Google search, or, these days, an AI search, right? And they’re not going to like immediately say, Well, let me get a hold of one of your sales people, and let’s jump on a call. I mean, that’s probably the last thing that they want to do. Andrea Ness  20:25 Yeah, yeah, if they have all those other areas where they can research and how other people are communicating them as well. So yeah, sales people right now are, like, one of the last ones. But we and we know there’s that, like, if they get to a meeting, they’re more likely to diverse if they get to, you know, once they get there, but you got to make sure that they get there. And that’s like, the hardest part is to get them in the room and to talk to them, because we know the sales people are great at what they do a lot of times, you know, like even talking to clients too. Like they forget to even, like to have conversations with their sales people, because they just want over here. But I’m like, sometimes your sales people are like, they know the frequently asked questions. They know what people are dealing with to get to sell. And then if you could take what you’re learning from there, you know, and the questions that they’re asking in other channels that, like, could be part of your messaging and how you answer that you know. And now maybe you need a frequently asked question thing on your website when you know they can get those answers quickly rather than making a phone call because they’re not ready to so Christian Klepp  21:23 That’s it. That’s an FAQ (Frequently Asked Question) page or an FAQ section, right? Or perhaps even multiple FAQ sections, right, depending on how how diverse the portfolio is. Andrea Ness  21:34 Correct. Christian Klepp  21:35 Okay, you talked about this earlier, but I, you know, I’ve, we’ve got to go back to it and unpack it a little bit, because, again, the hint is in the name, like, the foundation is key, right? The foundation is very important. So talk to us about how strong foundational messaging improves performance across every channel. And I think a lot of people underestimate how important that is, Andrea Ness  21:59 yeah, and it really is because, you know, like, you’re probably not a siloed company that does the only thing that and no other people do it. So it really is, not only are your competitors out there and then you’re also, like, having to fight the 1000s of other brands that are talking to the same audiences for different reasons, but really, what, what does make you need you know, like, what you know like, and it’s, it’s a good exercise to do it. But like, based on you know, you and your competitor, what? Why do they sway towards you? Like, how? And then, what are those key messages that you really, really want to put out there that, like, so, so they, so they already know that. But like, really learning, like, what are your needs? What are your key messages for the time? And that can change. So like, based on specific focus parts that you really like your industry really wants a focus part focus on. But like, even if you’re looking at and saying, You know what, this department can really use more revenue right now. So let’s then take this quarter and focus on, like, these, these departments, and that’s going to be our key messages. But now we have to make sure everyone’s talking these teams mess the same ones and not ones that they were talking about six months ago. So it really is like, what are we trying to tell them? What makes us unique, how and now that we have our needs, how are you going to creatively say that in a way that’s going to resonate with people, that will make them stop and look and, you know, spend more time on your site, spend more time on the ad and just, you know, so just in those ways, like, what makes you different? But then also, how are you showing those differences in a creative way that’s trying to make it stand out? Christian Klepp  23:30 And I think that, in itself, is quite the exercise, isn’t it? I mean, like, you know, you could probably speak from experience, because a lot of companies like have this misconception about what their uniqueness actually is. And you know, where I’m going with this, right? Like, they start, they start either defaulting to features or our uniqueness is our people, you know, they start, like, throwing in, like, generic answers like that, right? When, when they actually, like, I won’t say, fail to see it from this perspective. But they, what they sometimes don’t understand is that the uniqueness lies in your ability, in your ability to solve the customer’s problems and challenges. Like, how you know, how are you uniquely equipped to deal with that. Christian Klepp  23:57 And with your audiences. Like, how different maybe your audiences are, and you have a few different groups of audiences, and then when you’re looking at them, you know that, like, maybe key message one and two really hits home here, but not really over here in this audience. So now we need to, like, shift our focus. And for these audiences, we need to really hone in on different ways. We just say this, you know, these key messages, Christian Klepp  23:58 Yep, for sure. Andrea, I hate to do this, but like this is, this is totally gonna sound like marketing one on one. But let’s, let’s clear the air on this, because I know there’s a lot of there’s probably some marketers out there that that are ashamed to admit they don’t know the difference. But just run it past us one more time. The difference between owned, earned and paid media, please. Andrea Ness  23:58 So I like to refer, yeah. So, you know, I back in my last agency, I was over like I was the activation that director, which was overseen, owned and paid, and previous experience and PR too. So what’s nice about me as media director for my agency is I do see that fuller picture, and we are the first. And even though everyone’s just like, why aren’t you taking. Why aren’t you taking clients money, when I’m like, No, if we own media, is like the foundational house. So think of all your communication channels that that you build, so like your website, organic channels would be, you know, also, you know, helping with owned all your communication materials, your sales materials, everything like that, where you’re just like those, those communication materials that are going out in the world and that they’re seeing, that the client owns and and can update and then earn media is like if you work with a communications team internally, or if you work with a PR team, but really trying to get those messages out there. Earn is sort of not free, but, you know, you ask that you pay PR people, but it’s a when you’re you’re really trying to do like press events, or your put press releases out there in hopes that the TV channels and the newspapers and whatnot will pick up your story. You don’t have a full you can’t tell them exactly what to put in the query, but they might pull quotes from your spokesperson. And so you’re going to try to get out in the news media and doing it that way. So it’s sort of like if you have big events, if you have, like, big mergers and acquisitions, you know you want to work with, like getting those out and getting the paid media. Because what people look, the consumers look and you know, and you know, like B2B audiences too. They read the news. They trust the news. And if it comes from there is, you know, like you feel like you’re, you know, like they’re like, Okay, not only do I have trust in this company, but do. I’m breeding to from news outlets that I trust are also validating. And then paid is where, where we come in, where it’s just like, how do we like, make sure we are targeting your audiences and putting it to the right people in paid spaces. Some of our paid media doesn’t look like paid media, so we have a big thing with content marketing, you know, where we are writing articles, we are writing, you know, interviews, and you are showing up on TV and in in those third party areas where what I like about content marketing is, we get to write the full story so you have and it looks and feels like it’s part of the the publishing company. It is approved by, you know, like USA Today, and, you know, those type of networks, but, but you did that full space where you get to write, write it. So, yeah. Christian Klepp  24:34 Yep, yep, that’s right, that’s right. Okay, so you know, in our previous conversation, you mentioned something along the lines of aligning paid campaigns with earned, owned and social media assets, reduces the friction customer journey and increases recall when audiences are ready to convert. I know that was a lot of marketing speak, but please, please elaborate on that.   Andrea Ness  25:01 And it just goes, it goes back to the point is, you know, even though we’re ready to go to a paid campaign, like, what we keep on, like, wanting to make sure that people usually don’t convert on the first ad exposure that they see. So you really, really do want to make sure that there are so many other ways that they can get to that information. Advertising helps. But, you know, like, like, if you look at you know what your journey is, and really, it’s a great exercise, if you don’t have a customer journey, like, laid out on paper and really, and looking at that, not just for paid media channels, but also, you know, like, here’s what we’re doing, foundational, like, that owned media, you know, and then here’s what you know earned media is doing that, they’re really pushing out. And here’s their focus. But like, you know, people can see an ad, and again, they might not be ready to click on an ad for a variety of reasons, but they know, you know what, I’m gonna go Google them later and get back to it when I have time, or in that moment. Because, again, especially if they’re on platform, seeing an ad, you know, they a lot of they don’t want to just hop off to every click available, you know, to them. They want to stay on the platform. So, you know. So they see an ad, they might Google, you know, the company later, you know. And then organically, they’re going to probably get to your homepage. But if the homepage doesn’t have anything to do with what you just told them, you know, then we’re going to lose them, you know. So they’re going to visit website. Then they might go on LinkedIn, and they might read a thought leadership article from, you know, one of the executives. But if they’re also not talking about that, you know, we’re losing them. But if we are, we know if that’s one of our key message points, and that’s a focus of what that thought leadership piece is, because we know we’re going to be including these key messages. Then it resonates, and then it brings them back over to the website. To be like, oh, you know what? I saw that ad, and now I see, you know, the President talking about this. And it does meet, sensing it from a person point of view, you know, so reading thought leadership, they’re checking LinkedIn even, you know, we always have people review their organic channels, like, even, like, is it something that we should be changing your cover photos on that resonates, you know? Is it something where you already have your organic strategy, but we’re having this marketing campaign over here? Can we make sure we integrate, you know, a couple posts a week, also to include, you know, some of the marketing messages to make sure that we’re hitting this audience as well, you know? And then you’re talking to peers. So if you have their sales people on the ground, if you have your executive leadership team visiting things, are they also, like, told, like, you know, here’s some key points that make sure that you’re you’re also including in your conversations, you know, just so like, at the end of the day that they’re like, Okay, you know, if someone says they elevator pitch for your for your company, like it, it’s more resonate if, if you know that they’re hearing it from different angles, it becomes, it becomes your, your pitch. Christian Klepp  30:50 Fantastic. Thanks for clearing the air on that one. Like, because, because, again, you know, these are, these are some terms that I’ve seen people just throw around loosely. And I’m like, I always keep asking myself, like, do you guys actually even know what the difference is, right? And it’s important, Andrea Ness  31:06 Yeah, and a lot of people don’t think to, because, again, they might be different departments of the client, but they might not think to bring people in the room. But if we’re going in a campaign, and it’s best to have, like, everything work together, to even know from from a marketing side of you, what the PR strategy is, because what? What, what we if we know you’re having a big PR event, why not let that, let that sort and then we will start marketing right after, like, building on that momentum and making sure we’re assisting and aligning with that. Christian Klepp  31:33 Yeah, no, that’s it. That’s it. All right, buckle up, because this, this question, is going to be pretty meat. This one’s pretty meaty. All right, so let’s talk about you’ve brought it up already, but like you know something that B2B marketing teams should focus on, such as long lasting assets. And when I say long lasting assets, we’re talking about websites like you said earlier, executive visibility and thought leadership. So two questions here. So why do you think these often outperform short term paid campaigns? And how can marketers leverage these assets to maximize paid media ROI? Andrea Ness  32:11 Yes, so paid media is, you know, we’re not always in market, you know. So, like, you know, we’re either on or we’re off. But what, what’s nice about those, those other assets are that they they can live on. So if you’re looking at SEO, for instance, if you have, you know, long form videos and testimonials available, available on your website, you know those type of things are going to be so much more like, not more important, but like, really important, where then like, what we like to do too, especially if you have, like, your content marketing strategy, or if we see videos that are really, really performing well organically, or, like, how, how can then we repurpose that for ads like, you know, like clips of the testimonial that that we see, but really is you want stuff to live longer, you know? And what one of the things we like to do with content marketing strategies, where we might pay and work with a Direct Publisher like USA today to have that article in, but what’s best is also to repurpose that article and make it live on your website as well, because it will keep on also driving traffic to your website. The SEO is, you know, great, you’re putting your key points in, but USA might, you know, eventually take that off your page where it doesn’t live there anymore, but you just want to make sure that these things live here, and it drives, you know, to those type of assets. So anything that you can think about search, you know, like anything with YouTube and video showing up, it will always show up on Google searches, you know, and everything like that that will be able to live on. Christian Klepp  33:38 It sounds almost like you’re saying, like, try to get more juice out of the squeeze, right? Andrea Ness  33:42 Yeah, yeah. We learned too, yep. So we go, if you have, like, like, let’s say clients have blog pages, you know, one of the first things that we like to look at too, is what blogs are resonating and hitting home. And like, you know, you’ll see, like, there’s some that are just high up there. And then what you want to do is be like, Why is this resonating? Does this focus on the key message we need to it to, what can we then? How can we repurpose that into different assets? So we would take content marketing articles or blogs that we see that are really like, good and we like, you know, what we got to do a video of this, we have to go in and do like, you know, like, take these points and put them in snippets and do an ad campaign based on those. Christian Klepp  34:19 Yeah, yeah, no, absolutely, absolutely, oh boy. We’re, we’re, we’re approaching the love it or hate it territory. And you know what I’m talking about, right? Andrea Ness  34:30 Yeah. Christian Klepp  34:30 Metrics, metrics, metrics, metrics, and we can go down a really, really deep rabbit hole with this one, but let’s keep it like top level, right? But based on everything that we’ve been talking about right in this conversation. What are some of the key metrics that you would say B2B marketing teams, you guys should be paying attention to these. Andrea Ness  34:48 Yes, anything where we can integrate within a CMS (Content Management System) and not just looked at the end goal, but what we’re doing is like, like, what are the metrics of their life, of awareness? You know? What are those? Metrics, and people might just think of impressions, you know, but there’s also many different ways too. It’s just like, if you do a survey, like a baseline survey, prior to going into market and getting the lay of the land, and seeing how people feel about your brand, seeing people of what they know about, like, what you need them to know about, and then you go into market. And then after, like, with an eight to 12 months later, you go and then you re test that same survey, and you see how you move the needle. So then it turns just from measuring impressions, you know, for an awareness, but like, you’re really like, not only do we, you know, we hit them, but they’re also listening and understanding. And here’s the data that proves that. So things like that time on site, knowing that, that they’re reading, that they’re really looking into it, they’re not just a click, you know, and you got the website click Content downloads if they’re really looking at those things that are like, what’s in it for them, not what’s in it for us. And then return visitors, are they coming back? You know? Like, because usually, like, if it’s they’re in consideration phases, they’re not going to make the choice right off the date, but if they return. And then other things that we’re looking for in that is like, like Brand Lift, ad lift is that, if we are making a difference where, like, doing like lift studies, where you put you, you serve the content, and then you see, like, if for people who didn’t see this content, like, are they resonating less or more? And so then you’re really knowing that they’re really the people that are seeing your content, are actually paying attention and listening. So therefore we’re moving so definitely different from just like CTR (Click-Through Rate) and leads, and that felt like, like in every stage, like, what makes them trust you more? What makes them consider you more? How are they like going deeper in those funnels? Christian Klepp  36:48 And it’s very interesting that you didn’t say lead conversion, right? And it’s great how you laid that all out and explained it that look back to what you were saying at the beginning of this conversation, that it’s not just about the lead conversion, especially in such a complex ecosystem, you need to talk about building that trust, getting them a little bit closer to well, understanding what it is you do, and making them ultimately choose you over who else is out there in the market, right? So it’s a there’s, um, there’s so many, like nuances, but also complexities involved in that process. Yeah. Andrea Ness  37:25 And we know that when we hit them with those, when we are ready to hit them with those, now it’s time to take a Nash. And we know if they did those other steps first, that conversion rate is much higher than if we try to just make them convert the first time around, Christian Klepp  37:40 absolutely, absolutely, all right. Andrea, get up on your soapbox for this next one. What is a status quo in your area of expertise that you passionately disagree with and why? Andrea Ness  37:56 I would say the biggest misconception I see is treating paid media as a primary growth engine, rather than the amplifier. I think it goes back to that. I think right when they say, Okay, we got a budget for paid media, let’s go or don’t, see results, you know, rather than looking at it as just like, we know exactly what like we need to say. We just want to we want an outreach to say it. And because once they hear this, and once they know this, and once they trust us, like it’s doing. So like, really looking at that, like paint media is not the solver and the creator of that, but it’s just amplifying that. Christian Klepp  38:30 So, yeah, it’s a component. It’s important, but it’s a component. It’s one component in the overall, in the overall ecosystem, and it’s one piece of the puzzle. I mean, like, you know, throw in whatever metaphors you want, right? Absolutely. Andrea Ness  38:46 Yeah, one of the things you just say, it’s just like paid media, it just, it doesn’t, it’s not going to fix a wheat strategy. It just exposes it faster. You know, it really is, you know, if you don’t have that ready to go, then we’re just promoting that. You don’t have it to everywhere else. Christian Klepp  39:02 Yeah, and that’s putting it bluntly, right? Yeah, it’s, it’s almost like building a house, and you have a, you know, you have a weak foundation, and then you start, like, coming up with these, you know, putting on, on these fancy roof tiles. And then you have all this expensive, like looking like, like window frames and then just all collapses, right? Fantastic. Andrea, thank you so much for coming on. This is such a this was such a great conversation. And thanks for sharing your experience and expertise with the listeners. Quick introduction to yourself and how folks out there can get in touch with you. Andrea Ness  39:40 Yes, Andrea Ness, I am the Media Director over at DDM Marketing and Communications, been doing agency life for a little over 25 years. What’s the best part that I feel like I’m strong in is because I pretty much like touched every every department of the agency. So you know, from the creative side. To the account side, you know, over to the, you know, public relations and whatnot. So I really do get that full funnel approach. So, you know, it is a little bit different than other like, maybe media directors out there. We’re just like, we will take your money, let us, like, go and show you some conversions. But it really is like, we want to make sure that we are stewards of of your dollars, and we want to make sure that what we put out there is going to be successful. So, you know, so really focusing on that overall integrated strategy, DDM offers all the components that, you know, one of the reasons why I strongly wanted to work with DDM for for quite a while, is because we are a big team. We have all the departments, and we are able to just, you know, be able to shoot the ideas out there. But when we’re in, when media is in the room too, we are. We would be the first one to be like, You know what? Let’s focus on building that house first, and then come to us in a little bit when you guys had it ready. And then we’ll, we’ll push media. So, yeah, Christian Klepp  40:51 absolutely, absolutely, a true renaissance woman in every, every regard. But once again. Andrea, thank you so much for coming on the show. Take care, stay safe and talk to you soon. Andrea Ness  41:03 All right. Thank you. Christian Klepp  41:04 Bye for now.

Adriana Liporoni - Secretária de Politicas para a Mulher | 40 Anos da primeira DDM

How to Achieve Outsized Outcomes with a Small B2B Marketing Team With the rapid advancement of AI, machine learning, shifting market dynamics, and more competition entering the ecosystem all the time, B2B marketers are confronted with more challenges than ever before. Teams are constantly facing the challenges of tightened budgets and even tighter deadlines. With this in mind, how can small B2B marketing teams achieve more with less and still deliver exceptional outcomes? That's why we're talking to Jordan Buning (Principal and Senior Account Executive, ddm marketing + communications), who shares insights and practical strategies on how to achieve outsized outcomes with a small B2B marketing team. During our conversation, Jordan discussed how teams can navigate market uncertainty and how AI has impacted efficiency. He emphasized the importance of revenue and pipeline metrics to demonstrate the financial contribution that marketing makes to the bottom line. Jordan also stressed the need for small B2B marketing teams to optimize campaigns, avoiding pitfalls like chasing immediate results at the expense of long-term success, and maintain continuous alignment with sales. He advocated for a platform approach over fragmented campaigns, regular metrics evaluation, and a focus on precision over volume. https://youtu.be/31Qts7vadLI Topics discussed in episode: [03:15] Why leadership often views marketing as an expendable variable rather than a core driver of the bottom line. [14:36] Jordan explains how to avoid “strategy whiplash” and over-reliance on performance tactics. [21:20] Discover why right-place, right-time messaging is non-negotiable, especially when it comes to appealing to the buying committee. [28:08] Instead of quarterly campaigns, build a core messaging “soundboard” that provides consistency and longevity. [33:36] Jordan walks through a 3-phase (90-day roadmap) approach consisting of diagnosing, activating, and doubling down to show ROI within one business quarter. [37:14] Why you must lead with pipeline contribution and opportunity creation rate when presenting to the board. [41:32] Why marketing belongs in every part of the organization, from customer experience and billing to employee engagement, not just lead generation. Companies and links mentioned: Jordan Buning on LinkedIn  ddm marketing + communications  Transcript Christian Klepp, Jordan Buning Jordan Buning  00:00 I think you know, the things that probably made this conversation happen in the first place are probably the first metrics you got to have. So it’s probably has something to do with revenue, and probably secondly, has to do with how quality they think the pipeline is filled with opportunities. Your initial metrics that would say this is working or not working. Really have to start there. And it may be two or three steps removed from some of the, you know, inside marketing measurements that that might be there, but at the end of the day, that’s what will kind of matter to them. And so what is, you know, the pipeline contribution looking like? What kind of opportunity creation rate is happening, revenue influence, those, those kinds of things, I think are components that that matter when we talk about revenue and pipeline is, are we actually contributing to the financial success of the organization. Christian Klepp  00:57 With the rapid advancement of AI (Artificial Intelligence) machine learning, changing market dynamics, market uncertainty and more competition entering the ecosystem all the time. B2B Marketers are confronted with more challenges than ever before. Another one of those challenges includes tightened budgets and even tighter deadlines. With this in mind, how can B2B Marketing teams achieve more with less and still deliver exceptional outcomes. Welcome to this episode of the B2B Marketers on the mission podcast, and I’m your host, Christian Klepp, today I’ll be talking to Jordan Buning, who will be answering this question. He’s the principal and Senior Account Executive at DDM Marketing and Communications who’s committed to doing great things with incredible people inside and outside the company. Tune in to find out more about what this B2B Marketers Mission is. Okay? Mr. Jordan Buning, welcome to the show, sir. Jordan Buning  01:48 Thank you. Appreciate you having me. Christian Klepp  01:50 Really looking for this conversation, Jordan. Not like man, I should have recorded the last couple of conversations that we had that, in itself, should have been the episode already, right? But I’m, I’m really looking forward to this conversation. You know, I had a great chat with your colleague, Joanne. And you know, we’re going to talk about a topic today that you and I both know it. It keeps coming up, and you ask 50 people out there, and they’ll give you 50 different answers to this question, right? So let’s, let’s just dive right in. I’m going to say you’re on a mission to help B2B companies deliver high impact marketing campaigns that drive measurable results. But I’d like to focus on this following topic for today’s conversation, and we’ve got plenty to unpack from this one, how small marketing teams can optimize campaigns to reduce waste and achieve outsized outcomes, probably I should highlight bold italic, underline that outsized outcomes, because that one’s going to be the interesting one. Let’s kick off the conversation with the following question, so I’m happy to repeat so why do you think many B2B organizations are spending less on their marketing efforts and shortening the timelines in which teams need to deliver results? And based on those constraints in your experience, where have you seen many marketing teams struggle? Jordan Buning  03:15 But you’re right. There’s a there’s a lot there, and trying to consolidate all of my thoughts down is a unique challenge. But, you know, I think part of it is not that marketing is losing importance sometimes in various circumstances, be it budgetary otherwise, but it’s more about the pressure of reshaping how it gets evaluated. There is a lag, I think in terms of how a lot of individuals perceive the importance in the in the contribution that marketing makes to the organization’s goals and ultimately to its bottom line. So if it’s disconnected, it becomes a variable, and a variable that, while maybe nobody is really wishing for, it sometimes becomes minimized or expendable, and therefore it’s really kind of a big push. And there’s certainly a variety of things that may be driving that. It could be their own, economic uncertainties, their market has changed. Therefore they’re making their adjustments. They’re managing risk. When they’re doing some of those kinds of things they may not necessarily see again that relationship between what they’re attributing to the bottom line. They may have measurements that are not aligned to show performance and not that it isn’t but they don’t have the data that’s that’s doing that and or they may even have a lag. They may have a lot of information, but it’s historical data, and present realities may be slightly different, and they don’t really have a way to connect to it. And then you’ve got a lot of other circumstances, like shift towards more immediate revenue. They may be saying, well, let’s just push out, let’s, let’s push more on. The sales side of this. Let’s work with partners, and let’s have them facilitate the process, and we’re going to get out of the sales and marketing role. Maybe what they say is, we’re going to park acquisition and we’re going to really go after account expansion. So those, those are all things that could be driving all of this. Then you throw in things like AI, where they might say, you know, it looks like there’s a lot of great tools out there. Why don’t we use more of those? Let’s use that to fill the gap where we maybe don’t have the resources that we once had. So those all become drivers in the whole situation. And somewhere in between is reality. One other thing, maybe, you know, a lot of organizations, depending on where they are, probably got where they were without maybe marketing being one of the primary drivers. Maybe they had a great engineering solution. They’re a great production organization, and maybe even a great selling organization. But marketing hasn’t been something that has necessarily been invested in as great they got there in their minds through other things. And so there’s suddenly a shift in terms of how to reconcile the value that marketing is contributing to the whole thing. And so it’s both an opportunity and a challenge. Obviously, in the moment, it’s it’s difficult and it’s painful. But those are, those are some of the circumstances that are kind of going on then based on constraints, where do we think marketing teams struggle? I had to remind myself of the question, so I wrote it down. If I were to zoom zoom out, I think the core struggle is, is somewhat capability and capacity. But it’s really kind of more the issue of time horizon that they might be running into, depending on what the issues are that are getting brought up. There could be a bit of a strategy whiplash where, you know, they had a plan, and the best laid plan has gone to waste, and there’s suddenly kind of a push towards a very different effort. And so the investment now is getting either tabled or stalled and and suddenly they’re they’re wanting to switch horses and go to a different direction. And obviously, from a marketing standpoint, that fear is great. We’ve got lots of activity. We’re doing a bunch of other things. We feel good about that. The other side of it is there’s a cost to losing that momentum of where you were going before. And how do you how do you kind of reconcile that? And then, how do you avoid continuing to have strategy change after strategy change along the way? Those are the things that really could create constraints out of very small marketing teams, maybe a team of one, maybe an outsourced resource, those things all get really kind of challenging, over reliance on performance, metrics and tactics. So you know, specifically, getting into things that seem to have the most immediate ROI, let’s just go after the search campaign conversions. Let’s go after some other things that are low funnel without maybe reconciling the understanding that you’re you’re doing that sometimes at the expense of the things that that that initiate things into the funnel as well, and so, you know, maybe creating a bit of a short term bump, but at the expense of long term success as well. So that’s a challenge. Confusion with sales, sales and marketing forever being sometimes perceived as opposing parties. So you know, again, I think this, this idea of we just need better leads, we just need more quality, whatever, faster kind of a thing, as opposed to, let’s, let’s be very team minded and intentional in terms of working together. Measurement paralysis, that’s a that’s another one that can happen where everybody’s got data, and you’re overwhelmed with that data, and you get so focused looking into rear view mirror, you’re losing track of the direction you’re supposed to be going all along. And then you get into some things like short term wins versus long term growth, and a very inconsistent narrative in terms of what you’re trying to talk about. And so, you know, I think those are, those are all kind of contributing factors that some organizations really have to wrestle with is it’s great to be responsive and reactive to real circumstances, and everybody knows how to hold a plan loosely. But what are the trade offs in being able to shift from having a strategy and then and then suddenly realizing there needs to be an adjustment. They get very eager and excited about creating a lot of energy. That energy is great, but that energy may not be harnessed in such a way that it’s actually going anywhere. So you’re feeling good about the activity and the responsiveness, but you might be trading one problem. Problem for another if you don’t have that clarity together as a team. And so I think it’s this, this thing that often we all talk about of like, go slow to go fast, is really an opportunity that that is presenting itself in a situation like that, like, before we move off of the solve this problem in a particular way, let’s pause and make sure we all know what we’re trying to do here and being able to accomplish that. Christian Klepp  10:25 Absolutely, absolutely. Thanks for sharing all of that that was a lot like within the past couple of minutes. I wanted to go back to something like you touched on it a little bit in the beginning, but it’s certainly been my experience, and I’m curious to see how it’s been over on your end. Do you think that a lot of these constraints, I mean, certainly a lot of it has to do with market dynamics, and, as you said, like the introduction of AI and machine learning? But do you also feel, I mean, we’re talking about B2B here, right? And a lot of these big companies, whether it’s in health care or manufacturing or chemicals or whatever. When you have a meeting, you know, you have these this meeting with senior management or the board of directors, marketing is not always the first thing that comes to mind. And I say that with a heavy heart being a marketer, but you know, you got to face the music, right? That’s the reality of it. Do you feel that a lot of times, especially with small marketing teams, the reason why they’re they’re having to navigate these challenges is because people within the organization, A don’t quite understand what marketing is, and B, they don’t quite understand why they should care. Jordan Buning  11:41 Yes, I definitely would agree with you. And I think it’s, it’s sometimes an educational problem, and sometimes it’s a self imposed problem, right, you know? And I think, I think on the to your point, it can be perceived as it looks easy, or, you know, it’s easy to get educated or feel knowledgeable about it’s, it’s viewed, sometimes more, as a an art form and very subjective, as opposed to a science and driven based on actual performance activities and and good strategy. And then, I think the marketers ourselves, sometimes unintentionally, have done that to ourselves. We’ve we’ve gotten very excited about a lot of things, maybe trends that are happening. Maybe we are just tied to the thrill of a great creative hook or message or whatever, and we miss the connectivity to the business itself. And you know, with that in mind, you just become an outer ring in some of the core things that the organization is doing and and, you know, the other part of it is sometimes your role could get perceived just as as responsible for help getting leads, as opposed to, hey, marketing’s responsibility is to be a part of probably a lot of the ecosystem. Not only do we help acquire, we help keep. We help create an experience. We help create an experience for our employees and so on and so forth. So, you know, I think, I think there’s, there’s shared responsibility, sometimes, certainly, a world that’s evolving. I think it’s getting better. I think, I think marketing has developed a more present seat in the C suite and leadership conversations, which is, which is positive, plenty of runway to go yet. But then there’s, there’s marketing themselves making sure that, hey, these things that we do, are they aligned and connected to all of the things that are happening that the organization cares about, are their goals, our goals, as opposed to, hey, we’ll just increase likes and shares and so on. Those are all good numbers for marketing. Maybe they don’t equate to the business, and therefore we sometimes shut ourselves outside of that conversation, as opposed to, you know, maybe how they perceive us. Christian Klepp  14:08 Absolutely, absolutely. I had another Golden Apple for you, but I’m gonna, like, save that one for later on in the conversation, moving on to the next question, just based on everything that you’ve said, and, you know, we are talking about how smaller teams can optimize campaigns, what are some of these key pitfalls you would say they need to avoid and to keep it constructive, we also need to talk about what they should be doing instead. Jordan Buning  14:36 You know, one of the things as I thought about that question was, really, you know, we often look at as a capacity. Are we just running a few people ragged? And there could be some truth to that. But I think the greater risk would be just, are we going about it in all the wrong ways? Right? There is a sense of urgency. We go running out of the room. We want to help. So, but by by nature of our activity and or the group’s conversation that we’re having, we actually could unintentionally just be creating an added level of chaos to the chaos that’s there. And so some of those pitfalls could be chasing immediate pipeline and ignoring the long term gain, and so you know, it’s it’s a both end strategy that we’re trying to educate on and maintain is, hey, how do we make sure we answer the bell on some of the more immediate issues that are going on, but that we also don’t do it at the expense of the long term importance and success of this organization as well. Another one is constant strategic repositioning, if what we do is go after some of the more immediate things, and that could be looking like a sale or a sale price, or something else that’s commodifies the product and service that they offer, that might get them a bump in the moment, but is that the identity that the organization and its products really want to be known for, and so it it may do damage to its long term narrative, depending on how some of the messaging comes out at that time as well. I think there’s a risk of over complicating what you’re trying to do. And I think that’s something that’s stuck in my mind. I’m, I’m probably, by nature, an over simplifier, or a simplifier, I should say. And I think there’s a, there’s a risk of of throwing a lot of things on the menu, looking at them as, like, 1000 bets. And you know, at least one of these bets is going to turn into something so, you know, it’s it feels like good activity. People feel good that there’s a response that’s happening. But it may be such a scatter, and it may so minimize the level of effort on a variety of different things, you know that it just minimizes the challenge that’s going on. And I think indirectly, in doing that, you also may broaden the gap and divide between yourself and marketing and some of the other groups, including sales. So hey, we’re going to go do this thing, and we feel really good about it. Maybe it even does the thing that we think it should do. But at the end of the day, it doesn’t really satiate some of the other drivers and motivators that they have. And so suddenly you’ve really got this, this growing divide, as opposed to a closing divide in terms of what’s going on. And so, you know, I think those all become kind of risks in this whole thing. And then, you know, maybe, maybe the last thing being taking risks on things you haven’t done before. So suddenly it’s, well, let’s, let’s try this technology solution. Let’s, let’s, let AI do a thing for us, or whatever. And when it’s most critical, you’re moving away from the things that you can believe in and trust the most, and you’re throwing a few Hail Mary sound down the field, it could be a risk that is of too great for the organization, as opposed to, hey, what are some fundamental things that we can really hone in on? What is maybe more how we narrow our efforts into much more focused activities and energies, and what are our best executions. So, you know, I think, I think with the best of intentions, and I’m sure I’m as guilty as anybody at times in my past of, let’s create a lot of activity potentially. You know, that’s the pressure you’re feeling. The real answer may be, how do we stop enough to create clarity? Really reset our pathway to what we need to accomplish, and then what’s the most, smartest and most effective way to get there? Christian Klepp  18:48 Absolutely, absolutely. I almost feel like sometimes us, marketers were guilty of like, okay, let’s just, let’s just try everything, or, or, some teams, and, you know, I’ve certainly worked with some of them in the past, they get pressure, and especially in B2B, they get pressure from higher ups saying, Well, you know, I saw something on Sunday, you know, like there was this video. So why don’t we do a why don’t we do a video, right? Why don’t we, why don’t we get on tiktok? And I had a briefing, and I shall not disclose the name of the client, but I we had a briefing many years ago where a client said, um, we want you to create a viral video for us, and to which I said, like, with all due respect that you don’t get to decice that.. Jordan Buning  19:34 Yeah, let’s, let’s make magic, right? Christian Klepp  19:36 Let’s make magic. And I can say, I can say, with confidence, we, walked away from that and said, you know, we can’t help you. We walked away from that. And, you know, unscathed. Jordan Buning  19:47 It’s the hardest thing to do sometimes, right? But it is wise at times to recognize that. Christian Klepp  19:53 Well and I’m sure you’ll agree, you’ll agree with me when I say this. I mean, like, you know, we’ve, we’ve been in this business for a bit, but. Um, it’s sometimes necessary to tell the client that, okay, you’re, you’re asking us to do something for you, and I’m gonna, like, disagree with what you’re asking us to do, because we believe, to our core that that’s not in your best interest, right? And it’s and it’s and it’s difficult to have that conversation. I’m sure you’ve had many of them, right? Jordan Buning  20:24 Sure, but you’re, but you’re right. It’s, you know, you’re paying for our candor, yeah. And I think you know, the risk would be, you know, arrogance. But I think for the most part, I think with with the relationship that you’re trying to build and forecasting that at times, that that can be a healthy thing too, and even if it’s a little challenging or impassioned, hopefully there’s a there’s a point where you can reconcile some of those things. But I agree with you, there’s there’s a time and a place. Christian Klepp  20:54 There’s a time and a place. Absolutely, this next question is going to sound a little bit like table stakes to you, but man, I have worked with a lot of teams where that wasn’t very clear. The importance of having a deep understanding of who your target groups are, and I’m gonna say plural, because it’s never, it’s never just one group and B2B, and an understanding of their of their buyer’s journey. All right, talk to us about that. Jordan Buning  21:20 Yeah, I think, I think there’s a variety of things that really popped up as I thought about that particular category and there to your point, it’s a complex group. And yet, I think this is also really a time where precision is important, when you start looking at urgent shifts and that kind of a thing. And so not to eliminate groups, necessarily, but hey, if we need to prioritize, how do we, how do we prioritize some of these things along the way? And one of the other things that was tied to this as well as I think sometimes when the client feels a sense of urgency, there can be pressure on the time it takes to to be clear about some of these things. And one of the things is challenged us to do is, hey, we’re not going to skip that step, but maybe we can come up with, uh, you know, not a strategy that takes weeks and months, but maybe we just need to develop a sprint session together, and that’s really forced us to be a little more streamlined ourselves. Don’t skip the step, but let’s make sure we have a smart way of creating some clarity around those things. And so that’s a little bit of a learning curve that we’ve we’ve worked our way through is, hey, sometimes you get, you know, the strategy is the project, and a lot of times the strategy is necessary component to get to the goals and the outcomes that they have. And so one of the things that I first jotted down was this idea of precision beats volume. And so it’s this, Hey, how do we create clarity in terms of where’s our best best focus, best energy? How do we target where the real pain is to get the best value? How do we prioritize high propensity accounts and opportunities and those kinds of things along the way. So that was kind of step one. Let’s make sure we’ve got some clear clarity around the focus of that. And then don’t confuse the buying committee as well. To your point, it’s like you could have leadership C suite. You’re going to have probably a finance person involved. You might have procurement. You might have the end user. Those are all very different drivers and motives in that whole thing. And so I think making sure we have clear lanes on some of that, so we don’t muddy this into such a chaotic thing, we forget that they have to want this product along the way. So I think there’s, there’s importance to that. And again, a lot of times that comes back to that early stage of a sprint. How do you then align messaging to decision stages? You know, I think we all wrestle with this, this whole thing. They’re gonna love it as soon as they hear it. Christian Klepp  23:58 Oh yeah, Jordan Buning  23:59 Right away. And, you know, I think, I think that’s important. Back to your, your buyer’s journey conversation again, to kind of say, hey, how do we, how do we move through a series of stages of experience, where first they they become aware of it, then they learn to engage with it and be well informed about what it can do. See reinforcement, see the data that supports it, and those things happen in timely phases. And so this right place, right time, right message component is critical to a lot of the sequencing that happens. And you know, we’re all guilty of periodically thinking this will be a one call, close type of interaction, when, in reality, the decision making is probably going the other direction over time. They’re risk averse. They’re not going to make wild decisions. They’re probably going to have multiple players of approval. They’re going to have other players in consideration often. In as well. And that’s just a reality that I think the world has to be more and more prepared for as we lose expertise and knowledge, as people retire and those kinds of things, people are going to go to the internet and these other places to begin the research process all over again. And so it will, it will take a very different approach to being able to do that. And then a few other things that I noted is, you know, again, just continuing to to build that sales and marketing alignment. What are the who is that primary audience? Does everybody agree? Do we all see the journey the same? Are we? Are we hitting that prospect with the right things at the right time, and then how do we make sure that we’re continuing to protect long term equity, and what we’re trying to do as well? So, you know, it’s it’ll continue to stay fairly important, and so even as the process may becomes faster in some of these situations, because the circumstances demand it. Skipping the steps is probably the way to get off off track. And so really kind of helping everybody stay focused, stay purposeful, be clear on the targets are still things that I think are Immutables in making changes. Christian Klepp  26:17 Yeah, absolutely, you know, and I have this conversation with marketers a lot like, I always highly encourage them, like, you know, have you sat have you sat in on sales calls back in the day, when I was starting out, I had to go out into the field with the sales people, right as an observer, so I’m just like the fly on the wall there, right, but listening to the way that they would present the company’s products and solutions to the prospect, how they would handle the objections and the concerns and whatnot of the of the of said prospect, and if there was an issue there. Okay, so how can we, how can we address that? Because it’s not always necessarily the salesperson’s fault, per se, right? And it’s, it’s that whole concept of, like, the way that we’re going to make this work is if we do it together, right? And having that good relationship, or having that close relationship with the sales people, I think, is a vital component of that, right? Because otherwise, like, like you said, it’s going to be, it’s going to be like, everything is in silos, and marketing is gonna, like, develop all these, these messages in isolation, and it’s not gonna work. Jordan Buning  27:26 Doesn’t say anything, you know, or whatever they might observe about the materials. But you’re right. I think if it’s more of a partnership and mutual education of the other I think there’s, there’s a lot more potential for for exponential outcomes as opposed to siloed solutions? Christian Klepp  27:43 Yep, absolutely. All right, I’m going to ask you two sets of questions here, and there’s plenty to unpack, so just take a deep breath, right? Because, um, this next question is about how small teams can leverage constraints to drive that clarity, that alignment and focused execution. So what are the steps that they need to take? What are some of those critical components that they need to throw into the mix? Jordan Buning  28:08 A few things that we’ve already talked about, but I think are worth repeating. You know, as far as key steps for small groups, I think ruthlessly defining who I think it can become much easier to start focusing on yourselves. And, you know, navel gazing, if you will. And so I think continuing to really think about, who is that ideal client? What do they need? What’s the problem we’re solving is really important. And that’s really the second one of clarify the core problem. You know, what urgent, high values thing are we really focused on, especially if the pressure is on right now, right who is it? What’s the context? How do we, how do we make sure that we’re really focused on them in terms of what we do, and then, what are the most important priorities that surround that? And again, I think really just making sure we narrow in, we don’t, we don’t dilute but, but we do focus. And so I think there is going to be even a necessary conversation that might say, hey, you know, we, we have an opportunity of, you know, this broad audience group, but who is our best and strongest environment, what are the best efforts that we can put forward towards helping them and supporting them? Then I said, Build one narrative platform. Not many campaigns. I think we’ve come out of a world at times where, hey, we do quarterly campaigns or whatever kind of a thing. And so, you know, we look, use it, use it like Kleenex, and kind of move to another one and another one. And I think in the era that we’re in, because of the diversity of tools, and therefore the types of interactions that people have, building more of a platform of, Hey, what is. This offering that we have, how does it align to the individual? What are the core individual messages that we have? It still gives you a lot of latitude for mixing some of those pillars and those messages together. I quite often will illustrate to clients that as we’re developing positioning and different pillars. I almost look at it like a soundboard in a recording studio where, hey, you’ve got all these knobs and buttons to push, and depending on the application and the moment of interaction and those kinds of things, we can turn up and turn down those core components and create a lot of different attributes and experiences around that whole thing, but there’s still the same core things. And so if anybody feels like, you know, as we narrow a little bit, that it’s going to get boring, I think it’s actually just the opposite. It creates a much richer experience, but it’s all much more coordinated as well. So I think that’s, I think that’s very much an opportunity, is make sure there’s a there’s a platform approach creates a lot more consistency, a lot more longevity, and therefore a lot more opportunity to stick over time with the audience that you’re trying to reach. And then, I think you know metrics, as we, as we continue to talk about metrics, make sure that we have a shared way to evaluate what we’re doing, and is it, is it working? And there’s, there’s a lot of different metrics that can go into that. And then I think it’s, you know, keep, keep the cycle tight. Once things are are in the marketplace, how do we continue to be able to circle back with regularity to say, What? What is this getting us? Is this doing the thing? And is it? Is it a thing we can reinvest in, or it is an adjustment that we can work our way through, but continuing to be able to do that in as close to real time as you can, so that that you’re working together, you know, you’d hate to kind of disappear for 90 days, show back up and then say, hey, look, it didn’t work, or vice versa. And I think it just allows, again, a much more team minded approach to being able to do this, or at least being able to share status and that kind of a thing, depending on what’s going on. Yeah. Christian Klepp  32:15 Yeah, absolutely. I mean, you know, especially as marketers, you never want to give people the impression that you’re that you’re running an art studio here, you know, you lock yourself up there for two weeks, and then I’m, you know, I’m working on my masterpiece. It’s not quite done yet, right? Yeah, it’s, it really needs, does need to be a two way street. Because, you know, you can attest to this. And I’ve, you know, I’ve gone through plenty of campaigns as well, where it almost becomes this, this weekly check in, sometimes, depending on the client, right? Sometimes it’s bi weekly, right? But okay, so this is how it’s going. This is, this is the progress so far. This is where we’re seeing some obstacles, and this is how we’re planning to address those, right? So, so it’s continuously evolving. It’s, it’s, I think you brought it up earlier. It’s an ecosystem. Yeah, yeah. Very much, very much. I agree, yeah. All right, so here comes the question of the hour. So with the reality of tight budgets and even tighter deadlines, marketing teams need to be more resourceful and agile. So this is one of those like, what would you do situations, right? So, Jordan, if you had a smaller marketing team and the senior management only gave you 90 days to deliver results, what would you do? So talk us through the process and what approach you would use, what initiatives you’d implement? Jordan Buning  33:37 Well, somewhat similar to our own process, we have something we call the DDM way, and in the first phase of that starts with listening and understanding. And so I had written down a phase for this that would be diagnose and focus in a situation like this. Again, I think this goes slow to go fast, mindset where you can kind of identify the best path, analyze the pipeline and have those conversations and get aligned with sales. I think those are the core components that have to be there. Or I think you’re going to continue to be battling the execution side of things down the road. And so I think phase one is very foundational, of really diagnose focus. Phase two, I said, activate, you know, your focus revenue engine. So precision, precision over scale, I think, is really the thing that you’ve heard me say a number of times is, you know, who are we targeting? Is it almost account based, focused or something similar? You know, what strengthen our conversion assets? We’ve been talking a little bit about that in terms of, what are those best tools? Are they case studies? Are they white papers? Are they various other sheets that need to get created, then building that platform, you know, and again, it may get executed as a campaign still, but you know, your platform has has more of a longer life. To it, and then optimize the channels that you’re using and really making sure you’re doing all the right things that are there. And then, I think, once you’ve got it in the market, the last phase of this whole thing is double down and then optimize or amplify at that point. So we’re big believers in terms of setting up some some things that you can see regular metrics and performance on. And then we usually will talk with our clients as well about, hey, what are the things we need to talk about if we’re going to make a change? And what are the things you should be expecting us just to go ahead and make adjustments on the fly that are supportive. And usually, if there are shifts in terms of approach or message or something we need to talk if it’s hey, let’s, let’s move our mixture of maybe a media placement or something like that within the budget we already have. Those are things they might expect us to go after and really make sure, you know, we’re keeping this thing optimized. And sometimes I respectfully describe our resources on the on the media side, is it’s almost like day traders. The tools are there. We should be paying attention on a regular basis, looking at performance and then optimizing for them, when and where we can along the way. And that’s the beauty of some of the digital tools that are out there. There’s, there’s always risks in over adjusting or or over manipulating, but I think there’s very much an opportunity for us to stay very up on on how everything is performing. Christian Klepp  36:31 Fantastic, fantastic. So, all right, so we’ve got we’ve got the clarity, we’ve got the alignment, we’ve got the understanding of the target audience, and there and the buyer’s journey. And now you’ve laid out your plan for the 90 days, and now the board is going to say, well, you know, that’s all well and good, Jordan, but we need to see the ROI, right? What are we? What are we spending money on here? And I’m sure you’ve had that conversation before, because I’ve certainly have. And then what? So what I’m getting at here is like, what kind of metrics should these marketing teams be paying attention to to prove that whatever it is they’re implementing is working? Jordan Buning  37:14 Yeah, I think you know, the things that probably made this conversation happen in the first place are probably the first metrics you got to have. So it’s probably has something to do with revenue, and probably secondly, has to do with how quality they think the pipeline is filled with opportunities. And so I think you know, your initial metrics that would say this is working or not working, really have to start there. And and it may be two or three steps removed from some of the, you know, inside marketing measurements that that might be there, but at the end of the day, that’s what will kind of matter to them. And so what is, you know, the pipeline contribution looking like? What kind of opportunity creation rate is happening, revenue, influence, those, those kinds of things, I think are components that that matter when we talk about revenue and pipeline is, are we actually contributing to the financial success of the organization? Then you can start dropping down and get closer and closer into some of your more specialty focused areas and that kind of a thing. I think then you get into stage, convergence leads to opportunities. Opportunities to proposals. Proposals closed one. I think, you know, those, those are very traditional funnels, and those are great, great things to have. I think those, those ladder up to some of the other things that we previously talked about, sales cycle length, maybe another one, win rates. Those are all really great things between sales and marketing to be able to say these things are starting to actually work. And then you get into things like efficiency rates and those kinds of things. Now you’re getting into probably platform specific performances, cost per opportunities, cost per clicks, cost, you know, so on and so forth. You’re probably getting into more marketing specific measurements. You could get all the way over to the brand side and start talking about, you know, messaging and market signals that you’re creating as well. Those are probably inside in your world. And there may be some ahas that you can really push, push back up to say, hey, giving you some forecasting here. Here’s what’s happening. People are starting to respond in this way to these particular messages. This is something that should be on our watch list, because it could be an opportunity. It could be a threat, you know, and a way it goes there as well. So it’s, it’s, it’s important to probably keep those things connected. But I think we have a tendency, and I know it’s we’ve been as guilty as anybody somewhere in our past, where you start from the bottom and you work your way up, and so you dazzle them with SEO (Search Engine Optimization) information and search statistics and social media information, and you have some. Be probably drumming their fingers across the table, kind of going, we’re bleeding money, or whatever the story could be, this isn’t meeting the conversation that we need to have. And so I think we need to start and meet them, and then be able to work our way down. And I think then, then the marketing connectivity, also, one of the things you and I talked about at the beginning will start to come back to them like, Oh, these guys understand what we’re motivated to do, and they’re now starting to contribute to the solutions that we’re trying to accomplish here. We’re on to something now. We’re a team. We’re not We’re not adversaries, trying to trying to find out who’s responsible for success or lack of so. Christian Klepp  40:42 Absolutely, absolutely, and yeah, like you said, it boils down to, like, revenue and pipeline contribution, right? Like, yeah, everything else after that is probably secondary. Jordan Buning  40:56 Well and again, we love to kind of show people some really neat things, but it’s, it’s kind of like, you know, if you just told me about barometric pressure, as opposed to, is it going to be stormy or is it going to be sunny today? It’s like, you know, you you need something that you can do something with, and I think you have to look at that leadership group with that in mind from a marketing standpoint. Christian Klepp  41:18 So that’s it. Okay, here comes the soapbox question. So a status quo in your area of expertise that you passionately disagree with, and why? Jordan Buning  41:32 Yeah, there’s, there was a couple different thoughts that were coming through my mind. And I think you know this idea that marketing exists just to, just to facilitate leads for a couple of different reasons. I think, I think it’s a means to an end that I think is, is a little limiting. It confuses the activity with the impact a little bit more. I think, you know, that’s that’s an element of something that, again, I’ll use the magic word of ecosystem. It’s a contributing ingredient, as opposed to something that’s done in isolation. And so, you know, certainly kind of wrestle with that a little bit more. I think the more we talk about it just being a responsibility to generate leads, the more we don’t leave room for the things that we know are critical ingredients, like brand you know, like the experience of working with the organization and or using the product. Those kinds of things could could really derail if all we have is all we want to do is acquire. That’s your only job. And you know, I think there’s a lot of organizations that are starting to realize we do a lot of work in healthcare. So that’s an example close to my mind where, you know, you can do a lot of work acquiring, but if we don’t do a great job of great giving them a great experience, even down to billing, especially in healthcare world, there, there is, there is, just, as you know, greater likelihood we’re going to need twice as many leads and opportunities if we keep losing them on the back end. And so I think marketing plays a more and more significant role in a number of fronts in terms of creating those experiences so that the not just the buyer’s journey, but the customer experience are accounted for in those things. And so it’s, I think it’s, it’s a it’s a good thing. We need to be responsible for that role. Certainly, if we don’t grow, there’s, there’s consequences. So we want to contribute to generating leads and generating new business. But I think it we need to be, hey, is marketing accounted for in a lot of the different components of of our organization? I think that’s a that’s a much more holistic mindset that organizations are doing more and more, you know, to their credit, yeah. So certainly don’t need to pick on them or anything like that. I think, I think the world is evolving just as much as the marketing discipline itself is absolutely, Christian Klepp  44:03 I mean, it’s, it’s very multifaceted, right? Like in, in every, in every aspect, right? So it’s, it’s, it’s, yeah, perhaps a certain part of it is lead jump, but there’s so much more than that. Jordan Buning  44:16 Yeah, I agree. There’s so many things, definitely you could, could label in there. But I think that’s, that’s probably the one is, is to be a more active participant in in everything the organization is doing is should be expected as much as they should be included. Christian Klepp  44:34 Absolutely, absolutely, and also just to build on what you build on what you said, especially ever since I started out my career in marketing, it’s to get people, and this is part of the reason why I started the show. It’s to get people to understand people in a non marketing role, to understand that marketing does have a strategic role, right? And just because perhaps they don’t understand. And that right now, that doesn’t mean it should be ignored. Jordan Buning  45:04 Totally agree. Christian Klepp  45:07 Jordan, this has been a great conversation. Thank you so much for your time and for sharing your expertise and experience with the listeners. Please, quick introduction to yourself and how folks out there can get in touch with you. Jordan Buning  45:16 Sure. I’m Jordan Buning from DDM Marketing and Communications. Officially, I’m considered the visionary of the organization, if you know EOS, but also involved very heavily on sales and strategy with a lot of our clients. You can reach DDM at teamddm.com or my email address is jordanb@teamddm.com. Christian Klepp  45:39 Fantastic, fantastic. And we’ll be sure to drop all that information in the show notes when the episode comes up. Sounds great once again. Jordan, thanks so much for your time. Take care, stay safe and talk to you soon. Jordan Buning  45:54 Thank you. Appreciate it. Christian Klepp  45:54 All right. Thanks. Bye for now.

Sonora: Adriana Liporoni - Secretária de Políticas para Mulher - Aumento no número de DDM by Governo do Estado de São Paulo

How to Scale Faster with B2B Brand Strategy Here's a common scenario in B2B marketing: you launch campaigns, hit the deadlines, and fill the pipeline, but the results feel disconnected from your long-term goals. Internal messaging discussions resurface, campaigns feel shallow and reactive, and when you ask people what your brand stands for, you get 50 different answers. This inconsistent approach creates friction and impedes scalable growth. So what can B2B marketers do when their tactical execution is outpacing their brand strategy, and how to do you realign for lasting impact? That's why we're talking to JoAnne Gritter (COO, ddm marketing + communications), who shares her expertise and actionable insights on how to scale faster with B2B brand strategy. During our conversation, JoAnne underscored why a foundational strategy is crucial for building credibility and trust in competitive markets. She also discussed the role of AI in marketing, commenting that while it can support with idea generation and research, it shouldn't replace direct communication with customers and employees. JoAnne shared some common pitfalls such as messaging misalignment and inconsistent branding, which can lead to distrust and reduced credibility, She explained the importance of having a cohesive brand strategy that aligns values, messaging, and customer experiences across all company touchpoints through proactive brand management. https://youtu.be/_Alwkinhw-g Topics discussed in episode: [02:36] The “Soul vs. Body” framework: Why marketing is just the body in action, while brand strategy is the soul that provides direction and values.  [06:51] Red flags that your marketing has outpaced your strategy: When content feels fragmented and sales teams are telling completely different stories.  [08:52] Defining true brand strategy: Moving beyond logos and colors to include deep research, stakeholder analysis, and internal alignment.  [14:41] The critical differences between a brand refresh (auditing existing assets), a complete revamp (starting from scratch), and branding during a merger.  [24:10] Actionable steps you can take to realign your brand: – Audit your customer journey – Define messaging pillars – Ensure HR and onboarding match the brand promise  [29:37] Why “data-only” marketing fails: The importance of human emotion and psychology that performance data often misses.  Companies and links mentioned: JoAnne Gritter on LinkedIn  ddm marketing + communications  Transcript JoAnne Gritter, Christian Klepp JoAnne Gritter  00:00 AI can be used as a tool. It should not replace thinking and actually talking to your customers and your employees and your sales team. So you can use AI as a crutch to to like, ask it for ideas, idea generation. You can use it for deep research on your on your audience, and stuff like that. But nothing replaces the gold standard of talking to people. I see this in messaging misalignment or content misalignment. If content feels like it’s been written by four different people or completely different companies, that’s a red flag. Christian Klepp  00:37 This is a common scenario for B2B Marketers. You launch campaigns, hit the deadlines and fill the pipeline. It all looks great on paper, but something is still off internal messaging discussions resurface. Campaigns feel shallow and reactive, and when you ask people what the brand stands for, you get 50 different answers. So what can B2B Marketers do when their marketing is outpacing their brand strategy? 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 JoAnne Gritter, who will be answering this question. She’s a member of the leadership team at DDM Marketing Communications that provides integrated marketing solutions to drive business success. Tune in to find out more about what this B2B Marketers Mission is and here we go. JoAnne Gritter, welcome to the show. JoAnne Gritter  01:25 Hi Christian. Happy to be here. Christian Klepp  01:27 We you know, we had such a wonderful, like, pre-interview conversation. I almost feel like we’re neighbors or something, and something to that extent. But I’m, I’m really, like, happy to have you on the show, and I’m really looking forward to this conversation, because this topic is, I’m a little bit biased because I am in the branding space, so it’s a bit near and dear to my heart, but it’s also something that’s extremely important, because you’ll agree. I mean, you, I know you’ll agree because you wrote an article about it. JoAnne Gritter  01:54 Yeah Christian Klepp  01:55 It’s something that marketing teams tend to overlook. And good, goodness gracious me, I’m gonna, like, stop keeping people in suspense. We’ll just jump right in all right. JoAnne Gritter  02:04 Okay Christian Klepp  02:04 So JoAnne, you’re on a mission to provide integrated marketing solutions that drive B2B business success. So for this conversation, let’s focus on this topic, how brand strategy helps B2B organizations to realign for long term growth. So I’m going to kick off this conversation with the following question. In our previous conversation, our previous discussion, you talked about how marketing without a brand is a strategy without a soul. Could you please explain what you meant by that? JoAnne Gritter  02:36 So I just made the comparison kind of to the whole human, as in, like the brand is your soul, meaning like your values, what drives you, why you’re here, what differentiates you, what makes you different than the person standing next to you, whereas, like marketing is your body in action, or action in general, where you hopefully, if you if you’re a trustworthy person, what is, what are your values internally are matching your actions externally? And that is often where we see a divergent in companies, because they don’t think about those as like two sides of the same coin. It is really important that you make sure that you know the direction that you’re going as a company and what you stand for and who you’re there to support or serve, and what markets you’re there to do, and like your whole company, everybody that’s part of interfacing with customers understands that and is and is speaking the same language. Christian Klepp  03:37 Yeah, no, absolutely. And I suppose the the follow up question to that is like, where do you see a lot of, like, marketing teams go wrong. Because, like, you know, more often than not, a lot of teams are like, Okay, we’ve we’ve implemented the campaigns check. We’re generating results and driving pipeline or filling the pipeline, rather check. So where does it all go wrong? JoAnne Gritter  04:00 If you are not paying attention to your branding, you can have a lot of activity without a lot of traction. So or you can have a lot of different messages going out that seem not cohesive or fragmented. And so you can or more examples you can have, like your sales folks going out and telling different stories about about what your company stands for and what you do and how you’re different, that creates a lot of waste, because then you’re continuously trying to get more activity and more campaigns going more sales people out there, because you’re not getting the quality leads that you need, because nobody really knows what you stand for. Everybody says it a little bit differently, and that goes for customer service too. Branding. People think about branding as a marketing problem, or a marketing, you know, teams problem. But if, let’s say part of your brand is your brand identity or values is to put the customer. First, if you don’t really solidify that from your sales team and your customer support team, then there would be a mismatch there, right then you’re just putting out into the world that customers first, but that doesn’t match up with what the customer is experiencing. Christian Klepp  05:16 Yeah, there’s certainly some kind of misalignment there, and you touched on it, like, briefly. It’s interesting to me, like, even in my own experience, one of the telltale signs of that is when you ask people within the organization, well, what makes you different? And you get 50 different answers, and some of them are similar, and some of them are completely, like, different. And it’s like, okay, yep, okay, I see where this is going, or to your to your other point, when sales teams are having those discovery calls, and you listen back to some of those recordings, which I hope you marketing people out there are doing, and you listen to the way that the sales deal with objections, and maybe the procurement team or people like, you know, on the prospect side, they’re probably not phrasing it exactly the way I’m going to say it right now, but like, but they probably are asking something to the effect of, okay, what makes you different from vendor B, C and D, right? What is different about your solution? Like, why are you charging this guy? Why are your rates like, this high. JoAnne Gritter  05:16 Right. Absolutely. And if they have different answers, or if you go and you listen in on four different sales calls and they’re all a little bit different, then that tells you have a branding issue that people don’t fully understand your brand and how you’re different and who you support and serve. Christian Klepp  05:16 Yep, absolutely, absolutely. So you’ve touched on it a little bit, but like, tell us about some more of these. I’m going to call them red flags, right? That signal when marketing has outrun brand strategy. JoAnne Gritter  05:16 Sure, I see this in messaging misalignment or content misalignment. If content feels like it’s been written by four different people or completely different companies, that’s a red flag. If, like we mentioned, your sales team talks about your company completely differently, it’s okay that they put their own little spin on it, as long as you’re still hitting like the purpose of your company, why you’re here, how you serve whatever your target audience or audiences are what your values are. If that’s not coming through in in those different places, then you may have a brand issue, or your training issue, or your brand is not being carried out through the company. So when you have a solid brand, it should be, should be repeated in in like your onboarding process, in HR kind of things, in performance conversations, in obviously, your sales and marketing and your customer service, so that everybody is aligned to that brand, and so that there’s a common message, common theme, because repeatability is is super important. Consistency is super important in marketing. I’m sure a lot of people have heard that it takes multiple multi multiple times of hearing the same message for it to actually resonate, and if they’re hearing multiple different messages, it’s causes confusion and a lack of trust in whatever the company is offering. Christian Klepp  05:16 Yeah, that’s absolutely right. JoAnne, I’ve got a I just thought of another fall off question, and you’ll indulge me here. Um, you know it, I know it. But let’s, let’s clear the air here for a second. Because I’ve been hearing this like, and I’m sure you have as well, in the B2B world, it’s just been thrown around, like, very loosely. Let’s clear the air here. Like, what do you mean by brand strategy, because I’ve heard people, especially at senior level, say, like, Yeah, we don’t need branding. We’ve got a logo and we’ve got a website. We’re good, so maybe just clear the air on that one, please. JoAnne Gritter  05:16 Well, brand strategy is, let’s see, like, I think of strategy in like, four or three different tiers. Like, we have your business strategy, it’s how you win in the marketplace. Then you have your brand strategy, which is positions you in the market and in the minds of your consumers or your customers. And then your marketing strategy is how you take that and communicate it out and you deliver that message in multiple different channels. So if you have marketing running without, without laddering up to that business strategy and and brand strategy, then it’s just, it’s just running and putting stuff out there. So it’s just activity without, without purpose and strategy. So like a brand strategy is so much more than just a lot of people think about it as their logo, their identity suite, whatever, but there should be research that goes into it. They should be stakeholder analysis. They should talk to your customers and kind of understand what they value about about your company compared to another company. So then, using. Their language in some of your brand messaging is super helpful. So if you have like, customers that say, you know, like, I just love working with, you know, Company X, Y and Z, because the people are great. They’re super responsive. They they get me what I need, etc. Like, using some of that as part of your brand is going to be really important. So like, a strategy may may include, like, the focus, the brand, promise your your core values can be part of that. The naming can be part of that. Obviously, the the design part that a lot of folks actually think about and listen or think about and recall would be, like the visual identity that also needs to be consistent, from your logo to your fonts to your colors, and then like, multiple touch points on that, like, again, like repeating that consistency from like the stationary, the collateral, the assets, all that stuff, but then also making sure that the messaging and the voice carries throughout your company, past past your your marketing team, past your sales team. Christian Klepp  05:16 Yeah, that’s absolutely right. I mean, I like to tell people that all of these things that you mentioned, especially the visual aspect, the the sexy part of it, right, like the the visual identity, the logo, the web design and all that. It’s the end result. It’s one of the outcomes of right branding, right? JoAnne Gritter  05:16 That doesn’t come out of a vacuum, right? You don’t show a designer that’s like, I’m super excited about the color red, so we’re gonna do it’s what do our customers, current customers, feel about us, and what do we want our prospective customers to feel about us? And then there’s a lot of strategy behind that. Christian Klepp  05:16 That’s right, that’s right. I’m gonna move on to the topic of key pitfalls to avoid. So what are some of these key pitfalls that B2B Marketing Teams should avoid, and what should they do instead? JoAnne Gritter  05:16 So pitfalls that I see is companies teams that get really excited about certain trends. I’m just going to pick on Tiktok. There’s time and a place for Tiktok, but like, for B2B, they’re like, oh, man, everybody’s on Tiktok, or this latest, you know, social media platform, channel, we really got to get on there. It’s or we got to use AI in some specific way without, like, thinking about the strategy behind that and just like going forward, because you know that that’s the hottest trend right now. So always make sure it ladders up to where your customers are and what you want them to think about you. If you’re a B2B company, it’s likely that your customers are more on LinkedIn than they are on Tiktok. That’s just an example. I can’t say that across the board, but like picking picking things that are always centered on on your customer and your brand are super important. So that’s a pitfall, and then what to do about it? Also treating the brand as a one time exercise, like set it and forget it, kind of thing. A lot of people are just like, Okay, we did the brand. We got a great logo, we got stationery, we even got PowerPoints that are branded and then never think about it again, except for, like, just the, you know, the colors and the logo on all of your media assets, right? So, but the brand is so much more than that. The brand is so much about, like, how you want them to feel, what the differentiators are, what makes you different, what you deliver and like, how you talk about it, how you position yourself. So like, every bit, every asset that goes out the door, should be aligned to that there should be almost a hierarchy. Christian Klepp  05:16 Yeah, no, exactly, exactly. And I’m gonna throw another follow up question at you, only because I know you can handle you can handle it. You probably hear this a lot, and you hear this a lot, most likely also from marketing teams that perhaps don’t have as much experience in the branding space as you do, and they say things like, JoAnne, you know, we’re looking at our company, and we feel that, you know, the overall look and feel and the direction, it’s not really in line with what we aspire to be. So we’re looking for a revamp. And then, and then, as the conversation progresses, they say, Oh, actually, we want maybe, maybe just a refresh, right? And then you hear another prospect say, Well, you know, we just merged the two companies. So like, what do we do there? So maybe just, just to, again, clear the air, so people don’t throw around these terms so recklessly, what actually is the difference between a brand refresh, a brand revamp, and branding as a result of a merger, Speaker 1  06:02 like a brand like from scratch, is going to take a lot of different kind of research efforts than like a brand refresh. Like, if you’re doing a brand refresh, then you’re looking at assets that already exist, you know, and and you’re looking at reasons why they might change or are no longer working. So you’re doing more. Of an audit kind of thing, like, what’s different now than it was 20 years ago when we created this brand, and where are we going? Their new leadership? Are they focused on different parts of this like even even DDM, the marketing agency that I work with or that I work for. We, every once in a while, look at our brand, and not just the visuals, but like the things that make us unique. And we say, hey, those are still unique, but we’re talking about them slightly differently now. So we need to take a look at that and change the messaging a little bit. We’re heading in a slightly different direction lately with our creative so let’s, let’s make sure that we’re still in line, so that everything, everything matches. And if they see us on Instagram versus if they see us on LinkedIn or on our website, that it still looks like ABM, you know, and then a merger is slightly different, because you’re putting together two brands, and a lot of times they’re creating a new brand from that, or they might keep one of the brands and then just bring another like, you know, Company X is now a, you know, Company Y brand. And there might be, like a sub. There’s all kinds of different ways hierarchies of brands in that kind of scenario. But more recent one that we did, they created a new brand, which was a combination of the two names, and they completely they went through the whole exercise with the new leadership team. So it’s more similar to like starting from scratch, but also taking bits and pieces that they want to keep from both brands and what’s working. So you kind of look at what clients from both brands like about those brands, and make sure that you keep those and you preserve those, and make sure that it’s it’s heading in the direction that the company wants to go a lot of discovery and research and questions, Christian Klepp  06:16 Absolutely, absolutely. And I love that you keep bringing that up, though, because that is, again, one of these components that people tend to overlook, that this comes with a lot of research. It’s not, as you said, it’s not okay. Here’s the brief. Graphic designers or design team have at it. JoAnne Gritter  17:07 Right? Christian Klepp  17:07 Come up with something, something else, great, right? Yeah, my favorite briefs are always the ones that said we want something modern, clean, yet traditional and exciting. It’s like, JoAnne Gritter  17:17 Oh yes, creative. Make it creative, splashy mean to you? Christian Klepp  17:25 Yeah, yeah, open to interpretation, I suppose. Why do you believe that inconsistent messaging and internal misalignment cost organizations credibility and dollars? And you did touch on it earlier on the conversation. JoAnne Gritter  17:41 It’s a misalignment of what you say versus what you do. If you have on your website that you are there to serve X population and that you are like your mission and purpose in in this world is to support that population in in achieving whatever goal, whatever needs that that population needs, but then that customer or population that comes and interacts with your brand does not get that from the people or get that from their experience with your product. Then then that’s a misalignment, and that creates, you know, instant distrust, like you are not following through on, on what your brand promise was, or if you have multiple people saying they’re promising different things and they don’t get that, that’s a lack of trust. Christian Klepp  18:27 I’m kind of slightly grinning here, although I know that anyone who’s been in this situation probably will not see any humor in it, but like, I’m just thinking about anyone that’s experienced a flight delay, JoAnne Gritter  18:37 right, Christian Klepp  18:39 or been trapped at the airport, and whichever airline it is you’re flying with, and you have to deal with ground staff that are either unprofessional and rude or you just have zero transparency. And I’m sure, like, I’ve certainly gone through it like I’ve experienced a 10, 12 hour flight delay, right where I was at the airport until like, one or two in the morning, and then they finally come and say, well, the plane’s not coming. JoAnne Gritter  19:04 Yeah, that really rocks the brand reputation. I also see that in health care a lot, which, God bless everybody in health care, it’s hard, but like, if all those services are disjointed and the scheduling gives you a different feeling than the doctor gives and trying to do things online, it doesn’t match what your experience is in person. People don’t want to go to that provider anymore. You know, they’re like, this is confusing. I just want help. Just want to get what you’re promising. Christian Klepp  19:35 It’s a very for lack of a description of fragmented ecosystem. JoAnne Gritter  19:39 Yeah, absolutely. And that’s a bigger issue than we can solve here, but Christian Klepp  19:43 Yeah, no amount of branding is going to fix that. JoAnne Gritter  19:47 You got to follow through on it. Christian Klepp  19:49 That’s absolutely right. That’s absolutely right. Talk to us about how aligning, and you’ve touched on it briefly, how aligning soul and action will help to build. Trust, loyalty and resilience and please provide examples where relevant. JoAnne Gritter  20:04 Let me think of an example. We work with a very large medical device manufacturer, and we’ve worked with them for 15, probably close to 20 years now. And so 15 years ago, they were very product centric. They also grow by acquisition. So they have, like several different companies that came in under this master global brand. And even though they have the same logo, they still had their own kind of visual identity. They all talked about their stuff differently. And as a result of that, in those different teams, the customers were getting wildly different experiences from this company, even though they were all under the same master company. So they rebranded. We helped them rebrand seven years ago, maybe, and this is a global organization where they brought all their business units under the same brand. They have a very strict, robust brand now. And I’m not saying that everybody needs 100 page brand guidelines. They don’t, but, like they they went all in on branding, and they make all their new employees do their brand training. It’s worked in through their onboarding. It’s worked in through their like, performance conversations, and they have just really exploded and created this, this amazing reputation as a leader. Christian Klepp  21:25 I’m sorry you’re talking about, you’re talking about real branding, then JoAnne Gritter  21:27 Real branding. Yes, they are now a leader in their industry. I mean, they were big before, but they have just really exploded in the last seven years since rebranding, and it’s been really helpful for them, because now they still grow by acquisition, but they bring in a new company, and they know what the process is to get them on board, not just from a visual identity, like rebranding all the collateral, like the sales enablement and stuff like that, but bringing the internal teams up to speed about like, what what we stand for, what we hire, like, what kind of values we Look for, so that every customer gets the same experience Christian Klepp  22:04 from your experience. How did that exercise of helping them to re brand and take all of this because, you know, there’s that situation of taking all the business units and putting them under one roof, so to speak. How did that exercise help to improve them as an organization. JoAnne Gritter  22:22 It’s been a long time, like in multiple phases. So it improves their organization. It creates a lot of clarity for them. So they’re not like redoing each other’s work, and they’re not all creating the same or they’re they’re not all creating from scratch anymore. They have a they have a similar starting point on, like, the different messaging pillars that they need to hit, even for just their products, you know. So this goes into product messaging and product launch. So like, if they are medical device, they are they want to sell, you know, knee replacements or or stuff along those lines, they know that they need to hit on a couple core values, and they need to make sure that they are targeting the same audience, and that they need to make sure that they that what they’re saying out there aligns with the master brand. Of course, there’s they still need to do the differentiators on the product level, but they also have the full brand that that supports it. So it’s just a higher level like reputation. I like to, I like to compare like branding to your reputation. So that goes along with every product that they bring in. Christian Klepp  23:32 Yeah, no, absolutely, absolutely. Okay, we get to the part in the conversation. We’re talking about actionable tips. And you’ve, you’ve actually given us quite a bit already, but if we were to summarize it, okay, JoAnne, like, if there was somebody out if there was somebody out there that was listening to this conversation, and they were listening to what you were saying, and they were like, oh my goodness, this is exactly what we’re going through right now, right? I mean, besides contacting you, right, what are like three to five things that you would recommend they do right now to realign for long term growth using brand strategy, JoAnne Gritter  24:10 I would take a look at what brand strategy you already have, if you have one otherwise kind of creating at least the bones of that. Like, what are our values? What are we focused on? What is our purpose here and mission? And then, like, what are messaging pillars or groups that align with those values? And then once you have those making sure that you have a succinct narrative or story, or even, like an elevator pitch, that everybody is aligned on. Having that is kind of a simple, hopefully a simple thing for you to figure out and align on, and then auditing the customer journey for those promises and values. So like, if you have a customer journey, they’re going from, you know, awareness of you. Or a problem to consideration between you and your company, and, you know, multiple other companies, and then you’re they’re making a decision, then they’re purchasing, then they’re hopefully your customer experience, and your delivery teams are delivering on those promises, and then you’re creating loyalty. So that’s the customer journey. So of these phases are, they are the customers still experiencing the brand that you want them to experience. So that’s like a little audit that you can do. And then from there, also making sure that all of your content that’s out there, from your like your brochures, your website, your sales enablement kind of stuff, making sure that that’s still aligned to the brand and the message that that you want it to and then making sure that, of course, throughout the company, in your like, HR documentation, you’re, I’ve said onboarding a million times, but like, making sure that everybody that’s coming into your organization understands who you are and who you who you serve, and why? Christian Klepp  26:01 Absolutely, absolutely. And that’s a really good list. And I have to ask you this question, because you know, at the time of the recording, we’re at the end of 2025, and you did bring up AI, so I’m going to bring it up again. How, how has in your experience, from what you’re seeing out there, how has AI impacted brand strategy and all the work that comes along with that. JoAnne Gritter  26:24 Well, that’s a loaded question, right? So as far as brand strategy, I kind of see it. AI can be used as a tool. It should not replace thinking and actually talking to your customers and your employees and your sales team. So you can use AI as a crutch to to, like, ask it for ideas, idea generation. You can use it for deep research on your on your audience, and stuff like that. But nothing replaces the gold standard of talking to people. So like, the the best resources from that research perspective are your customers, or your prospective customers and your sales team, if you can’t get to those customers, will often hear those like, you know, positive and negatives about your products and services. So getting to those and aligning on stakeholders, AI can be used as you know, you can use it to help think of ideas for like, let me think if you were thinking of like values, like core values, like in and messaging pillars, you can say, hey, you know, I really want it to be something along these lines. We’re circling around on like, exactly right the what the right way to phrase this is. And it can give you 50 different ideas, and you can cross out 45 of them and then land on like the top five that you communicate with your team. Don’t ever take it for rate for like per vatum, sorry, exactly as chat GPT gives you, Christian Klepp  27:55 at face value. JoAnne Gritter  27:57 Thank you. I see that that is a lot harder for early career individuals because they don’t have that discernment yet. So they, they will, they will use it as a crutch, and then, like, oftentimes not have that same kind of editing expertise to see what actually works and what doesn’t. So like pairing AI as a tool with with human intelligence and empathy, for sure, Christian Klepp  28:23 Absolutely, absolutely. I mean, at least in from my observation, and this is where I think AI really falls flat, especially when you’re coming up with the verbal expression component of brand strategy. AI doesn’t really have any soul or character, like everything, it turns out, is very, for lack of a better description, lifeless, so, and that’s where the human element, or to your point, the human intervention, can then come into play, because then you can inject that story, you can inject that human emotion, which also is a very crucial component in B2B, right? As much as people like to say, oh, B2B is all factual, right? And I would, I would disagree with that, JoAnne Gritter  29:06 yeah, it’s, it’s quality over quantity. Now, you know people, people can spot, can spot the AI generated content, and there can be a whole bunch of it, and that can help you in a variety of ways. But if it’s not actually, if it doesn’t sound human speaking or human human sounding, then, then people reject it and they don’t trust it as much. Christian Klepp  29:28 Okay, get up on your soapbox a status quo that you passionately disagree with, and why? JoAnne Gritter  29:37 I passionately disagree with data only marketing. So the big push for data driven marketing, I am, I am on board with that at face value, but it still doesn’t tell the whole story, because you can still look at data from, let’s say you did like a. Um, a focus group about about what customers want from a like a beverage or something. I’m thinking of Coca Cola, and they and they say that they they want it to be healthy. They want it to be low sugar. They want it to taste amazing. They want it to make them, you know, feel great, and stuff like that that does not you’re gonna try to create like this Frankenstein kind of soda instead, instead of recognizing that, like, there’s more psychology to this. Like a Coca Cola has, like, a whole traditional, like branding kind of way that, or traditional and emotional way that they make people feel, and that doesn’t show up in the data, necessarily. That doesn’t show up in the performance data. You know that that is a totally different kind of research too. Christian Klepp  30:51 Yeah, yeah, JoAnne Gritter  30:55 You know, that’s performance, marketing and branding. Christian Klepp  30:58 I totally agree. I totally agree that, as much as there is a big camp out there that says the future is data driven now when it comes to B2B Marketing, and I’m like, Yeah, JoAnne Gritter  31:11 humans are tricky. Christian Klepp  31:13 We’re not robots. Absolutely, absolutely, okay, here comes the bonus question. So Rumor has it that you like to draw. JoAnne Gritter  31:23  I do. Christian Klepp  31:24 Yes, and from one enthusiastic sketcher to another, I thought, I thought deep and hard about this question. Tell us about one of the most well exciting, yes, but more importantly, one of the most challenging works that you’ve created to date. So what was the theme and subject? What made it so challenging to draw, and what did you learn from that experience when you when you completed it? JoAnne Gritter  31:50 I really like to find, like, kind of micro moments I have. I have three children at home, and I like to take pictures, or, like, capture, like small moments of, like one of them snuggling the cat, or like holding hands or doing something unexpected. And in, like, not a macro view, but in a micro view of like, the different connections that people have. And then, usually, I’ll take a picture, and then I will sketch those out after they go to sleep and stuff like that. And that’s just kind of my own personal way to, I don’t know it’s it’s therapeutic. It’s a way to see, see the beauty in the world, you know, and to slow down in the moment. Christian Klepp  32:37 100%. I like to call it Balsam for the soul. JoAnne Gritter  32:40 Yeah, Christian Klepp  32:40 all right, I don’t know about you, but like, I like to sketch in the in this very room where we’re doing the recording, and I usually play classical music. So like, show pen, so something like, with with piano. Like, no opera, because that can get a bit too dramatic. JoAnne Gritter  32:59 I like classical too, when, when I’m focused at classical music, and I also like binaural beats, or it’s more like meditation kind of music. So kind of zone, zone into the moment, instead of all the crazy thoughts that go through your head and all the things you have to do. Christian Klepp  33:17 Very nice, very nice. One of the things I learned about drawing is pretty much like certain aspects of our professional work, you know, like marketing and branding. It starts with a line, and then you just keep adding the layers, right? And it’s almost the same like when you’re implementing a campaign, you know, some especially nowadays, right? You try to start small first, and do a lot of testing to see if it works. And you scale from there. And I like to, I like to think of drawings that way too. You start, you start not by adding the details. You start like, you know, with a lighter pencil. And there’s a certain, there’s a certain way of holding the pencil tool, right, so you have lesser control. And just, it’s just a bit free flowing. And for me personally, it took me a long time to start drawing like that, because I’m like, No, then I don’t have control of the process. But that’s kind of the point, right? Let go of the perfectionism, right? JoAnne Gritter  34:18 You outline it first, and then you start filling in. You know that the shadows and the light marks, and then you slowly bring in the detail. I mean, that you’re totally right, that that is like a marketing or branding strategy. You got to outline it first before you go fully in on any specific detail. Otherwise, you’re you may be way off target. Christian Klepp  34:38 That’s it. That’s it. I mean, JoAnne like I think we just found our next podcast interview topic. But thank you so much for coming on and for sharing your expertise and experience with the listeners. So please a quick introduction to yourself and how people out they can get in touch with you. JoAnne Gritter  34:57 JoAnne Gritter, I’m at DDM Marketing and Communications headquartered in Grand Rapids, Michigan, USA. And I am COO, Vice President of our company. You can get a hold of me at joanneg@teamddm.com or you can just check us out at Teamddm.com Christian Klepp  35:18 Fantastic, fantastic. And we will be sure to like drop all those links in the show notes. So once again, JoAnne, thanks so much for your time. Take care, stay safe and talk to you soon. JoAnne Gritter  35:27 Thanks, Christian. Bye. Christian Klepp  35:29 Bye, for now you.

And today we are here once again to talk about Worlöd Building, but this time not on Realm Forge but on DDM, so let's get to discussing the techniques and tactics you can use to raise interest in your setting and worlds.We were inspired by a video by Mystic Arts about a Worldbuilding Formula. We are not going over everything mentioned in that video, and highly recommend watching this video too:https://youtu.be/poGsAd8WTm0?si=8b4n1uSx2A3QeUpsCheck here for all further information:You can find us on the Web under these Links: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.doubledm.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bsky.app/profile/doubledm.bsky.socialhttps://www.instagram.com/doubledmpod/?hl=de⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ko-fi.com/doubledm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you want to reach out to us via E-Mail use: doubledmpod@gmail.comOur Midroll Music is "Midnight Tale" Kevin MacLeod (incompetech.com)Licensed under Creative Commons: By Attribution 4.0 License ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://creativecommons.org/licenses/by/4.0/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Our Outro Music is "Ascending the Vale" Kevin MacLeod (imcompetech.com)Licensed under Creative Commons: By Attribution 4.0 License ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://creativecommons.org/licenses/by/4.0/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Hosted on Acast. See acast.com/privacy for more information.

MDM, DDM, VPP, ABM, even MSCP - all the acronyms that help us to manage devices the way that we need to, providing the amazing end-user experiences that the macadmin community is so conscious of. But what do we do when the tools provided by Apple or our device management service don't provide the capabilities we need? That's right, we build it ourselves! Michael Page is going to talk us through Dock Composer, one of these very tools that he has built to solve his own problem and help others solve the same problems in their environments Hosts: Tom Bridge - @tbridge@theinternet.social Marcus Ransom - @marcusransom Selina Ali - LinkedIn Guests: Michael Page - LinkedIn Links: Dock Master https://github.com/Error-freeIT/Dock-Master https://techion.com.au/blog/2015/4/28/dock-master Dock Composer on the Mac App Store https://apps.apple.com/app/dock-composer/id6751523907 Dockutil - https://github.com/kcrawford/dockutil Docklib - https://github.com/homebysix/docklib Git Kraken: https://www.gitkraken.com/ Sponsors: Iru Fleet Device Management Meter Watchman Monitoring If you're interested in sponsoring the Mac Admins Podcast, please email podcast@macadmins.org for more information. Get the latest about the Mac Admins Podcast, follow us on Twitter! We're @MacAdmPodcast! The Mac Admins Podcast has launched a Patreon Campaign! Our named patrons this month include Weldon Dodd, Damien Barrett, Justin Holt, Chad Swarthout, William Smith, Stephen Weinstein, Seb Nash, Dan McLaughlin, Joe Sfarra, Nate Cinal, Jon Brown, Dan Barker, Tim Perfitt, Ashley MacKinlay, Tobias Linder Philippe Daoust, AJ Potrebka, Adam Burg, & Hamlin Krewson  

Cet épisode a été diffusé pour la première fois en février 2024. DLC, DDM, DLUO… Qui ne s'est jamais perdu dans la jungle des dates de péremption ?Comme vous peut-être, il m'arrive encore souvent face à une date dépassé, de m'interroger :Ce produit peut-il encore être consommé ? Y a t-il un risque pour la santé ?Ces questions, ce n'est pas seulement dans nos frigos qu'elles se posentCar chaque année, des milliers de produits, sont écartés des circuits de distribution, à cause de dates courtes, mais aussi de surstocks ou de défauts d'emballages. Et la plupart finissent à la poubelle avant même d'arriver en rayon.Face à un tel gâchis de plus en plus d'entrepreneurs comme mon invité, se sont mis en quête de solutions.Clément et son associé Jonathan ont créé il y a 3 ans, une épicerie en ligne pour donner une seconde vie à des produits bios et français, qui se sont vus refusés l'entrée des supermarchés.Alors pourquoi tant d'aliments ne sont-il jamais distribués ?Quels produits, peut-on encore manger malgré une date dépassé ?Et comment s'y retrouver pour éviter de gaspiller ?Voici la recette de Clément Méry.

Pourquoi est-il impossible de relier Bordeaux et Lyon directement en train ?Dans cette vidéo, on décrypte l'une des plus grandes absurdités du rail français : une liaison qui a existé, des rails toujours là… mais plus aucun train. Histoire, choix politiques, coûts, Railcoop et avenir du Bordeaux–Lyon : on t'explique pourquoi cette ligne est devenue un symbole des impasses du rail en France.Pense à nous suivre sur nos autres réseaux !INSTAGRAM ► https://www.instagram.com/hourrailFACEBOOK ► https://www.facebook.com/hourrailTIKTOK ► https://www.tiktok.com/@hourrailLINKEDIN ► https://www.linkedin.com/company/hourrail→ Regarder l'épisode sur YouTube : https://youtu.be/iifCOxWTNEw→ Découvrir tous nos itinéraires : https://www.hourrail.voyage/fr→ Notre livre « Voyager en train avec HOURRAIL ! » : https://www.hourrail.voyage/fr/blog/voyager-en-train-avec-hourrail-guide-voyage-bas-carbone→ Abonne-toi à notre Newsletter bimensuelle pour un maximum de bons plans et inspirations : https://www.hourrail.voyage/fr/newsletter✍️ Journaliste : Lisa Abitbol

This week, Jill, Melissa, and Kelly get real about one of the toughest parts of parenting—knowing when to support your kids and when you might be pushing too hard. From the world of competitive dance to everyday life, the moms open up about ambition, burnout, and the fine line between motivation and pressure.Brooke joins the conversation to share her perspective and offer advice for kids feeling unsure about their college path and future goals. The group also looks ahead to the next generation—will their grandchildren be dancers too? Between laughter and reflection, they talk about cherishing family trips, those priceless one-on-one car rides, and finding joy in simply being together. Have a question for the moms? Leave a voice message at https://www.speakpipe.com/deardancemom and you might be part of a future show!For even more DDM content including live chats and bonus material, check out https://www.patreon.com/deardancemom Hosted on Acast. See acast.com/privacy for more information.

Cookies are out, context is in. People Inc.'s Jonathan Roberts joins The Big Impression to talk about how America's biggest publisher is using AI to reinvent contextual advertising with real-time intent.From Game of Thrones maps to the open web, Roberts believes content is king in the AI economy. Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.Damian Fowler (00:00):I'm Damian Fowler, and welcome to this edition of The Big Impression. Today we're looking at how publishers are using AI to reinvent contextual advertising and why it's becoming an important and powerful alternative to identity-based targeting. My guest is Jonathan Roberts, chief Innovation Officer at People Inc. America's largest publisher, formerly known as Meredith. He's leading the charge with decipher an AI platform that helps advertisers reach audiences based on real time intent across all of People Inc. Site and the Open Web. We're going to break down how it works, what it means for advertisers in a privacy first world and why Jonathan's side hustle. Creating maps for Game of Thrones has something for teachers about building smarter ad tech. So let's get into it. One note, this episode was recorded before the company changed its name. After the Meredith merger, you had some challenges getting the business going again. What made you realize that sort of rethinking targeting with decipher could be the way to go?Jonathan Roberts (01:17):We had a really strong belief and always have had a strong belief in the power of great content and also great content that helps people do things. Notably and Meredith are both in the olden times, you would call them service journalism. They help people do things, they inspire people. It's not news, it's not sports. If you go to Better Homes and Gardens to understand how to refresh your living room for spring, you're going to go into purchase a lot of stuff for your living room. If you're planting seeds for a great garden, you're also going to buy garden furniture. If you're going to health.com, you're there because you're managing a condition. If you're going to all recipes, you're shopping for dinner. These are all places where the publisher and the content is a critical path on the purchase to doing something like an economically valuable something. And so putting these two businesses together to build the largest publisher in the US and one of the largest in the world was a real privilege. All combinations are hard. When we acquired Meredith, it is a big, big business. We became the largest print publisher overnight.(02:23):What we see now, because we've been growing strongly for many, many quarters, and that growth is continuing, we're public. You can see our numbers, the performance is there, the premium is there, and you can always sell anything once. The trick is will people renew when they come back? And now we're in a world where our advertising revenue, which is the majority of our digital revenue, is stable and growing, deeply reliable and just really large. And we underpin that with decipher. Decipher simply is a belief that what you're reading right now tells a lot more about who you are and what you are going to do than a cookie signal, which is two days late and not relevant. What you did yesterday is less relevant to what you need to do than what you're doing right now. And so using content as a real time predictive signal is very, very performant. It's a hundred percent addressable, right? Everyone's reading content when we target to, they're on our content and we guaranteed it would outperform cookies, and we run a huge amount of ad revenue and we've never had to pay it in a guarantee.Damian Fowler (03:34):It's interesting that you're talking about contextual, but you're talking about contextual in real time, which seems to be the difference. I mean, because some people hear contextually, they go, oh, well, that's what you used to do, place an ad next to a piece of content in the garden supplement or the lifestyle supplement, but this is different.Jonathan Roberts (03:53):Yes. Yeah. I mean, ensemble say it's 2001 called and once it's at Targeting strategy back, but all things are new again, and I think they're newly fresh and newly relevant, newly accurate because it can do things now that we were never able to do before. So one of the huge strengths of Meredith as a platform is because we own People magazine, we dominate entertainment, we have better homes and gardens and spruce, we really cover home. We have all recipes. We literally have all the recipes plus cereal, seeds plus food and wine. So we cover food. We also do tech, travel, finance and health, and you could run those as a hazard brands, and they're all great in their own, but there's no network effect. What we discovered was because I know we have a pet site and we also have real simple, and we know that if you are getting a puppy or you have an aging dog, which we know from the pet site, we know you massively over index for interest in cleaning products and cleaning ideas on real simple, right?Damian Fowler (04:55):Yeah.Jonathan Roberts (04:55):This doesn't seem like a shocking conclusion to have, but the fact that we have both tells us both, which also means that if you take a health site where we're helping people with their chronic conditions, we can see all the signals of exactly what help you need with your diet. Huge overlaps. So we have all the recipe content and we know exactly how that cross correlates with chronic conditions. We also know how those health conditions correlate into skincare because we have Brody, which deals with makeup and beauty, but also all the skincare conditions and finance, right? Health is a financial situation as much as it is a health situation, particularly in the us. And so by tying these together, because most of these situations are whole lifestyle questions, we can understand that if you're thinking about planning a cruise in the Mediterranean, you're a good target for Vanguard to market mutual funds to. Whereas if we didn't have both investipedia and travel leisure, we couldn't do that. And so there's nothing on that cruise page, on the page in the words that allows you to do keyword targeting for mutual funds.(05:55):But we're using the fact that we know that cruise is a predictor of a mutual fund purchase so that we can actually market to anyone in market per cruise. We know they've got disposable income, they're likely low risk, long-term buy andhold investors with value investing needs. And we know that because we have these assets now, we have about 1500 different topics that we track across all of DDM across 1.5 million articles, tens of millions of visits a day, billions a year. If you just look at the possible correlations between any of those taxonomies that's over a million, or if we go a level deeper, over a hundred million connected data points, you can score. We've scored all of them with billions of visits, and so we have that full map of all consumers.Damian Fowler (06:42):I wanted to ask you, of course, and you always get this question I'm sure, but you have a pretty unusual background for ad tech theoretical physics as you mentioned, and researcher at CERN and Mapmaker as well for Game of Thrones, but this isn't standard publisher experience, but how did all that scientific background play into the way you approached building this innovation?Jonathan Roberts (07:03):Yeah, I think when I first joined the company, which was a long time ago now, and one of the original bits of this company was about.com, one of the internet oh 0.1 OG sites, and there was daily data on human interest going back to January 1st, 2000 across over a thousand different topics. And in that case, tens of millions of articles. And the team said, is this useful? Is there anything here that's interesting? I was like, oh my god, you don't know what you've got because if you treat as a physicist coming in, I looked at this and was like, this is a, it's like a telescope recording all of human interest. Each piece of content is like a single pixel of your telescope. And so if somebody comes and visit, you're like, oh, I'm recording the interest of this person in this topic, and you've got this incredibly fine grained understanding of the world because you've got all these people coming to us telling us what they want every day.(08:05):If I'm a classic news publisher, I look at my data and I find out what headlines I broke, I look at my data and I learn more about my own editorial strategy than I do about the world. We do not as much tell the world what to think about. The world tells us what they care about. And so that if you treat that as just a pure experimental framework where this incredible lens into an understanding of the world, lots of things are very stable. Many questions that people ask, they always ask, but you understand why do they ask them today? What's causing the to what are the correlations between what they are understanding around our finance business through the financial crash, our health business, I ran directly through COVID. So you see this kind of real time change of the world reacting to big shocks and it allows you to predict what comes next, right? Data's lovely, but unless you can do something with it, it's useless.Damian Fowler (08:59):It's interesting to hear you talk about that consistency, the sort of predictability in some ways of, I guess intense signals or should we just say human behavior, but now we've got AI further, deeper into the mix.Jonathan Roberts (09:13):So we were the first US publisher to do a deal with open ai, and that comes in three parts. They paid for training on our content. They also agreed within the contract to source and cite our content when it was used. And the third part, the particularly interesting part, is co-development of new things. So we've been involved with them as they've been building out their search product. They've been involved with us as we've been evolving decipher, one of the pieces of decipher is saying, can I understand which content is related to which other content? And in old fashioned pre AI days when it was just machine learning and natural language processing, you would just look at words and word occurrence and important words, and you'd correlate them that way. With ai, you go from the word to the concept to the reasoning behind it to a latent understanding of these kind of deeper, deeper connections.(10:09):And so when we changed over literally like, is this content related to that content? Is this article similar in what it's treating to that article? If they didn't use the same words but they were talking about the same topic, the previous system would've missed it. This system gets deeper. It's like, oh, this is the same concept. This is the same user need. These are the same intentions. And so when we overhauled this kind of multimillion point to point connection calculation, we drastically changed about 30% of those connections and significantly improved them, gives a much reacher, much deeper understanding of our content. What we've also done is said, and this is a year thing that we launched it at the beginning of the year, we have decipher, which runs on site. We launched Decipher Plus Inventively named right? I like it. We debated Max or Max Plus, but we went with Plus.(10:59):And what this says is we understand the user intent on our sites. We know when somebody's reading content, we have a very strong predictor model of what that person's going to need to do next. And we said, well, we're not the only people with intent driven content and intent driven audiences. So we know that if you're reading about newborn health topics, you are three and a half times more likely than average to be in market for a stroller. We're not the only people that write about newborn health. So we can find the individual pages on the rest of the web that do talk about newborn health, and we can unlock that very strong prediction that this purchase intent there. And so then we can have a premium service that buy those ads and delivers that value to our clients. Now we do that mapping and we've indexed hundreds of premium domains with opening eyes vector, embedding architecture to build that logic.Damian Fowler (11:56):That's fascinating. So in lots of ways, you're helping other publishers beyond your owned and operated properties.Jonathan Roberts (12:02):We believed that there was a premium in publishing that hadn't been tapped. We proved that to be true. Our numbers support it. We bet 2.7 billion on that bet, and it worked. So we really put our money where our mouth is. We know there's a premium outside of our walls that isn't being unlocked, and we have an information advantage so we can bring more premium to the publishers who have that quality content.Damian Fowler (12:24):I've got lots of questions about that, but one of them is, alright. I guess the first one is why have publishers been so slow out of the starting blocks to get this right when on the media buying side you have all of this ad tech that's going on, DSPs, et cetera.Jonathan Roberts (12:42):I think partly it's because publishers have always been a participant in the ad tech market off to one side. I put this back to the original sin of Ad Tech, which is coming in and saying, don't worry about it, publishers, we know your audience better than you ever will. That wasn't true then, and it's not true today, but Ad Tech pivoted the market to that position and that meant the publishers were dependent upon ad Tech's understanding of their audience. Now, if you've got a cookie-based understanding of an audience, how does a publisher make that cookie-based audience more valuable? Well, they don't because you're valuing the cookie, not the real time signal. And there is no such thing as cookie targeting. It's all retargeting. All the cookie signal is yesterday Signal. It's only what they did before they came to your site, dead star like or something, right? The publisher definitionally isn't influencing the value of that cookie. So an ad tech is valuing the cookie. The only thing the publisher can do to make more money is add scale, which is either generate clickbait because that's the cheapest way to get audience scale or run more ads on the page.(13:57):Cookies as a currency for advertising and targeting is the reason we currently have the internet We deserve, not the internet we want because the incentive is to cheap scale. If instead you can prove that the content is driving the value, the content is driving the decision and the content is driving the outcome, then you invest in more premium content. If you're a publisher, the second world is the one you want. But we had a 20 year distraction from understanding the value of content. And we're only now coming back to, I think one thing I'm very really happy to see is since we launched a cipher two years ago, there are now multiple publishers coming out with similarly inspired targeting architecture or ideas about how to reach quality, which is just a sign that the market has moved, right? Or the market moving and retargeting still works. Cookies are good currency, they do drive performance. If they didn't, it would never worked in the first place. But the ability to understand and classify premium content at web scale, which is what decipher Plus is a map for all intent across the entire open web is the thing that's required for quality content to be competitive with cookies as targeting mechanism and to beat it atDamian Fowler (15:15):Scale. You mentioned how this helps you reach all these third party sites beyond your properties. How do you ensure that there's still quality in the, there's quality content that match the kind of signals that makes decipher work?Jonathan Roberts (15:32):Tell me, not all content on the internet is beautiful, clean and wonderful. Not allDamian Fowler (15:36):Premium is it?Jonathan Roberts (15:36):I know there's a lot of made for arbitrage out there. Look, we, we've been a publisher for a long time. We've acquired a lot of publishers over the years, and every time we have bought a publisher, we have had to clean up the content because cheap content for scale is a siren call of publishing. Like, oh, I can get these eyeballs cheaper. Oh, wonderful. I know I just do that. And everyone gives it on some level to that, right? So we have consistently cleaned up content libraries every time we've acquired publishers. Look at the very beginning about had maybe 10 to 15 million euros. By the time we launched these artists and these individual vertical sites were down to 250,000 pages of content. It was a bigger business and it was a better business. The other side is the actual ad layout has to be good,Damian Fowler (16:29):ButJonathan Roberts (16:29):Every time we've picked up a publisher, we've removed ads from the site. Increase, yeah, experience quality,Damian Fowler (16:33):Right?Jonathan Roberts (16:36):Because we've audited multiple publishers for the cleanup, we have an incredibly detailed understanding of what quality content is. We have lots of, this is our special skill as a publisher. We can go into a publisher, identify the content and see what's good.Damian Fowler (16:54):Is that part of your pitch as it were, to people who advertisers?Jonathan Roberts (16:58):We work lots of advertisers. We're a huge part of the advertising market because we cover all the verticals. We have endemics in every space. If you're trying to do targeting based on identity, we have tens of millions of people a day. It'll work. You will find them with us, we reach the entire country every month. We are a platform scale publisher. So at no point do we saying don't do that, obviously do that, right? But what we're saying is there's a whole bunch of people who you can't identify, either they don't have cookies or IDs or because the useful data doesn't exist yet. It's not attached to those IDs. So incremental, supplementary and additional to reach the people in the moment with a hundred percent addressability, full national reach, complete privacy compliance, just the content, total brand safety. And we will put these two things side by side and we will guarantee that the decipher targeting will outperform the cookie targeting, which isn't say don't do cookie targeting, obviously do it. It works, it's successful. This is incremental and also will outperform. And then it just depends on the client, right? Some people want brand lift and brand consideration. They want big flashy things. We run People Magazine, we host the Grammy after party. We can do all the things you need from a large partner more than just media, but also we can get you right down to, for some partners with big deals, we guarantee incremental roas,Damian Fowler (18:26):ActualJonathan Roberts (18:26):In-store sales, incremental lift.Damian Fowler (18:29):So let's talk about roas. What's driving advertisers to lean in so heavily?Jonathan Roberts (18:34):Well, I think everybody's seen this over the last couple of years. In a high interest or environment, the CMOs getting asked, what's the return on my ad spend? So whereas previously you might've just been able to do a big flashy execution or activation. Now everybody wants some level of that media spend to be attributable to lift to dollars, to return to performance, because every single person who comes through our sites is going to do something after they come. We're never the last stop in that journey, and we don't sell you those garden seeds. We do not sell you the diabetes medication directly. We are going to have to hand you off to a partner who is going to be the place you take the economic action. So we are in the path to purchase for every single purchase on Earth.(19:19):And what we've proven with decipher is not only that we can be in that pathway and put the message in the path of that person who is going to make a decision, has not made one yet. But when we put the messaging in front of it of that person at the time, it changes their decisions, which is why it's not just roas, which could just be handing out coupons in the line to the pizza store. It's incremental to us, if you did not do this, you would have made less money. When you do this, you'll make more money. And having got to a point where we've now got multiple large campaigns, both for online action and brick and mortar stores that prove that when we advertise the person at this moment, they change their decision and they make their brand more money. Turns out that's not the hardest conversation to have with marketers. Truly, truly, if you catch people at the right moment, you will change their mind.Damian Fowler (20:10):They'll happily go back to their CFO and say, look at this. This is workingJonathan Roberts (20:15):No controversially at can. During the festival of advertising that we have as a publisher, we may be the most confident to say, you know what? Advertising works.Damian Fowler (20:27):You recently brought in a dedicated president to leadJonathan Roberts (20:30):Decipher,Damian Fowler (20:30):Right? So how does that help you take what started out as this in-house innovation that you've been working on and turn it into something even bigger?Jonathan Roberts (20:39):Yeah, I think my background is physics. I was a theoretical physicist for a decade. Theoretical physicists have some good and bad traits. A good trait is a belief that everything can be solved. Because my previous job was wake up in the morning and figure out how the universe began and like, well, today I'll figure it out. And nobody else has, right? There's a level of, let's call it intellectual confidence or arrogance in that approach. How hard can it be? The answer is very, but it also means you're a little bit of a diante, right? You're coming like, oh, it's ad tech. How hard can it be? And the just vary, right? So there's a benefit. I mean, I've done a lot of work in ad tech over the last couple of years. Jim Lawson, our president of Decipher, ran a publicly listed DSP, right? He was a public company, CEO, he knows this stuff inside a and back to front, Lindsay Van Kirk on the Cipher team launched the ADN Nexus, DSP, Patrick McCarthy, who runs all of our open web and a lot of our trade desk partnerships and the execution of all of the ways we connect into the entire ecosystem.(21:38):Ran product for AppNexus. Sam Selgin on the data science team wrote that Nexus bitter. I've got a good idea where we're going with this and where we should go with this and the direction we should be pointed in. But we have seasoned multi-decade experience pros doing the work because if you don't, you can have a good idea and bad execution, then you didn't do anything. Unless you can execute to the highest level, it won't actually work. And so we've had to bring in, I'm very glad we have brought in and love having them on the team. These people who can really take the beginnings of what we have and really take this to the scale that needs to be. Decipher. Plus is a framework for understanding user intent at Webscale and getting performance for our clients and unlocking a premium at Webscale. That is a huge project to go after and pull off. We have so many case studies proving that it will work, but we have a long way to go between where we are and where this thing naturally gets to. And that takes a lot of people with a lot of professional skills to go to.Damian Fowler (22:43):What's one thing right now that you're obsessed with figuring outJonathan Roberts (22:46):To take a complete left turn, but it is the topic up and down the Cosette this summer. There isn't currently any viable model for information economy in an AI future. There's lots of ideas of what it would be, but there isn't a subtle marketplace for this. We've got a very big two-sided marketplace for information. It's called Google and search. That's obviously changing. We haven't got to a point to understand what that future is. But if AI is powered by chips, power and content, if you're a chip investor, you're in a good place. If you're investing energy, you're in a good place of the three picks and shovels investments, content is probably the most undervalued at the moment. Lots of people are starting to realize that and building under the hood what that could look like. How that evolves in the next year is going to really determine what kind of information gets created because markets align to their incentives. If you build the marketplace well, you're going to end up with great content, great journalism, great creativity. If you build it wrong, you're going to have a bunch of cheap slop getting flooded the marketplace. And we are not going to fund great journalism. So that's at a moment in time where that future is getting determined and we have a very strong set of opinions on the publishing side, what that should look like. And I am very keen to make sure it gets done. You soundDamian Fowler (24:17):Optimistic.Jonathan Roberts (24:19):A year ago, the VCs and the technologists believed if you just slammed enough information into an AI system, you'd never need content ever again. And that the brain itself was the moat. Then deep seek proved that the brain wasn't a moat. That reasoning is a commodity because we found out that China could do it cheaper and faster, and we were shocked, shocked that China could do it cheaper and faster. And then the open source community rebuilt deep to in 48 hours, which was the real killer. So if reasoning is a commodity, which it is now, then content is king, right? Because reasoning on its own is free, but if you're grounding it in quality content, your answer's better. But the market dynamics have not caught up to that reality. But that is the reality. So I am optimistic that content goes back to our premium position in this. Now we just have to do all the boring stuff of figuring out what a viable marketplace looks like, how people get paid, all of this, all the hard work, but there's now a future model to align to.Damian Fowler (25:23):I love that. Alright, I've got to ask you this question. It's the last one, but I was going to ask it. You spent time building maps, visualizing data, and I've looked at your site, it's brilliant. Is there anything from that side of your creativity that helped you think differently about building say something like decipher?Jonathan Roberts (25:42):Yeah. So I think it won't surprise anyone to find out that I'm a massive nerd, right? I used to play d and d, I still do. We have my old high school group still convenes on Sunday afternoons, and we play d and d over Discord. Fantasy maps have been an obsession of mine for a long time. I did the fantasy maps of Game of Thrones. I'm George r Martin's cartographer. I published the book Lands of Ice and Fire with him. Maps are infographics. A map is a way of taking a complex system that you cannot visualize and bringing it to a world in which you can reason about it. I spent a lot of my life taking complex systems that nobody can visualize and building models and frameworks that help people reason about 'em and make decisions in a shared way. At this moment, as you're walking up and down the cosette, there is no map for the future. Nobody has a map, nobody has a plan. Not Google, not Microsoft, not Amazon, not our friends at OpenAI. Nobody knows what's coming. And so even just getting, but lots of people have ideas and opinions and thoughts and directions. So taking all that input and rationalize again to like, okay, if we lay it out like this, what breaks? Being able to logically reason about those virtual scenario. It is exactly the same process, that mental model as Matt.Damian Fowler (27:12):And that's it for this edition of The Big Impression. This show is produced by Molten Hart. Our theme is by loving caliber, and our associate producer is Sydney Cairns. And remember,Jonathan Roberts (27:22):We do not as much tell the world what to think about. The world tells us what they care about. Data's lovely, but unless you do something with it, it's useless.Damian Fowler (27:31):I'm Damian, and we'll see you next time.

Declarative Device Management is just as easy as turning on the protocol, accepting the messages, and then responding over the new channel, right? Should be a couple weeks' work for any MDM, right? Well, we're going deep on DDM's nuts and bolts with Bryce from Addigy on their journey to DDM management. Let's see how it really went? Hosts: Tom Bridge - @tbridge@theinternet.social Marcus Ransom - @marcusransom Guests: Bryce Carlson - LinkedIn Sponsors: Kandji 1Password Nudge Security Watchman Monitoring If you're interested in sponsoring the Mac Admins Podcast, please email podcast@macadmins.org for more information. Get the latest about the Mac Admins Podcast, follow us on Twitter! We're @MacAdmPodcast! The Mac Admins Podcast has launched a Patreon Campaign! Our named patrons this month include Weldon Dodd, Damien Barrett, Justin Holt, Chad Swarthout, William Smith, Stephen Weinstein, Seb Nash, Dan McLaughlin, Joe Sfarra, Nate Cinal, Jon Brown, Dan Barker, Tim Perfitt, Ashley MacKinlay, Tobias Linder Philippe Daoust, AJ Potrebka, Adam Burg, & Hamlin Krewson  

Got thoughts, feedback, or questions? We'd love to hear from you—send us an email.In this episode of The Art of Letting Go, I'm joined by my friend and collaborator DDM (aka Manny), a genre-defying artist who's built his own creative universe rooted in authenticity, boldness, and evolution. We talk about his journey from battle rap to redefining queer artistry in hip-hop, navigating identity, and what it means to measure success on your own terms.I also reflect on my return to the basketball court at a recent gay tournament, what it taught me about presence and self-acceptance, and why we have to meet ourselves where we are.This episode is for anyone learning to own their story—on the court, on the mic, and in life.

With WWDC announced for June 9 through 12 this year, we're all looking forward to whatever new device management capabilities we get to see. Toss a coin to your MDM vendors (o' valley of plenty) for they are the ones that need to turn these wonderful new frameworks and features into something that we as Mac Admins can integrate into the workflows we need to create the magical end user experiences we strive for. Selina Ali, Senior Product Manager at Addigy is back on the podcast today to talk about what it's like to wrap your head around MDM, DDM, Application Management and other frameworks in order to deliver them as workflows in a device management solution.    Hosts: Tom Bridge - @tbridge@theinternet.social Marcus Ransom - @marcusransom Guests: Selina Ali - LinkedIn Sponsors: Kandji 1Password Nudge Security Watchman Monitoring If you're interested in sponsoring the Mac Admins Podcast, please email podcast@macadmins.org for more information. Get the latest about the Mac Admins Podcast, follow us on Twitter! We're @MacAdmPodcast! The Mac Admins Podcast has launched a Patreon Campaign! Our named patrons this month include Weldon Dodd, Damien Barrett, Justin Holt, Chad Swarthout, William Smith, Stephen Weinstein, Seb Nash, Dan McLaughlin, Joe Sfarra, Nate Cinal, Jon Brown, Dan Barker, Tim Perfitt, Ashley MacKinlay, Tobias Linder Philippe Daoust, AJ Potrebka, Adam Burg, & Hamlin Krewson  

OJO! esta es la segunda parte de este interesante podcast. Si quieres escucharlo completo regresa al DDM 175.Hoy nos visitan unos amigos: Magda y Juan Ramon quienes son terapeutas en Constelaciones Familiares. Aquí nos explican los origines, que son, para que sirven y como se realiza esta terapia sanadora.Explican detalladamente las terapias individuales y grupales.Si estas interesado en una terapia de este tipo con gusto te contactamos con los Consteladores (escríbenos)

President Donald Trump nominated Eric Ueland to be the top federal management official. Ueland, who is currently the acting chief of staff for OMB, would be the deputy director for management at OMB if confirmed by the Senate.  He would replace Jason Miller, who was DDM for all four years of the Biden administration. Ueland is a former Senate staff member, having worked for majority leader Senator William Frist (R-Tenn.) and then as staff director for the upper chamber's budget committee. Along with Ueland, Trump nominated Ethan Klein to be an associate director of the Office of Science and Technology Policy, which is another namefor the federal chief technology officer. He was an emerging technology policy adviser during the first Trump administration where he focused on autonomous and unmanned systems. Learn more about your ad choices. Visit podcastchoices.com/adchoicesSee Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

President Donald Trump nominated Eric Ueland to be the top federal management official. Ueland, who is currently the acting chief of staff for OMB, would be the deputy director for management at OMB if confirmed by the Senate.  He would replace Jason Miller, who was DDM for all four years of the Biden administration. Ueland is a former Senate staff member, having worked for majority leader Senator William Frist (R-Tenn.) and then as staff director for the upper chamber's budget committee. Along with Ueland, Trump nominated Ethan Klein to be an associate director of the Office of Science and Technology Policy, which is another name for the federal chief technology officer. He was an emerging technology policy adviser during the first Trump administration where he focused on autonomous and unmanned systems. Learn more about your ad choices. Visit podcastchoices.com/adchoices

In this episode, the hosts delve into maximizing earnings from the Amazon Affiliate Program, including the requirement to link clients to a webpage first for tracking and credit. They discuss the importance of managing Mac software updates through MDM and the emerging DDM approach, addressing their methods and challenges with client systems. Additionally, they touch on using Ubiquiti equipment effectively and maintaining client hardware. The episode covers practical insights, from affiliate program strategies to technical management of software updates in Apple devices.

Today we are joined by Michael Low, storyteller, teacher, designer, and father! Michael is not just the first guest of our push to talk to more people in the TTRPG space, Michael is the perfect person to challenge the usual complex and intricate deep dives DDM does. He talks to us about creative writing, storytelling, and how the core should always be to have fun.Michael is a Teacher and runs courses to teach kids of all ages about creative writing and collaborative storytelling. Part of that is his newest upcoming game Infinibrix, a Toybashing Game with zero setup time and an instant get to the fun ruleset. Grab any toy on your shelf and play the story of your childhood dreams!Our Guest Michael can be found at all these links:Luck of Legends is Michaels Home for Creative Writing Courses and Blogposts: https://www.luckoflegends.com/StoriesRPG is the Podcast of daring adventuring stories and saving the world: https://www.storiesrpg.com/Find out more about the amazing Toybashing Game Infinibrix right here: https://www.luckoflegends.com/infinibrixAnd find Michael over on BlueSky right here: https://bsky.app/profile/luckoflegends.bsky.socialDonate to the RPGs for Accessible Gaming Charity Bundle right here: https://itch.io/b/2850/rpgs-for-accessible-gamingCheck here for all further information:You can find us on the Web under these Links: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.doubledm.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://bsky.app/profile/doubledm.bsky.socialhttps://www.instagram.com/doubledmpod/?hl=de⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ko-fi.com/doubledm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you want to reach out to us via E-Mail use: doubledmpod@gmail.comOur Midroll Music is "Midnight Tale" Kevin MacLeod (incompetech.com)Licensed under Creative Commons: By Attribution 4.0 License ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://creativecommons.org/licenses/by/4.0/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Our Outro Music is "Ascending the Vale" Kevin MacLeod (imcompetech.com)Licensed under Creative Commons: By Attribution 4.0 License ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://creativecommons.org/licenses/by/4.0/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Hosted on Acast. See acast.com/privacy for more information.

DLC, DDM, DLUO… Qui ne s'est jamais perdu dans la jungle des dates de péremption ?Comme vous peut-être, il m'arrive encore souvent face à une date dépassé, de m'interroger :Ce produit peut-il encore être consommé ? Y a t-il un risque pour la santé ?Ces questions, ce n'est pas seulement dans nos frigos qu'elles se posentCar chaque année, des milliers de produits, sont écartés des circuits de distribution, à cause de dates courtes, mais aussi de surstocks ou de défauts d'emballages.Et la plupart finissent à la poubelle avant même d'arriver en rayon. Face à un tel gâchis de plus en plus d'entrepreneurs comme mon invité, se sont mis en quête de solutions.Clément et son associé Jonathan ont créé il y a 3 ans, une épicerie en ligne pour donner une seconde vie à des produits bios et français, qui se sont vus refusés l'entrée des supermarchés.Alors pourquoi tant d'aliments ne sont-il jamais distribués ? Quels produits, peut-on encore manger malgré une date dépassé ? Et comment s'y retrouver pour éviter de gaspiller ?Voici la recette de Clément Méry.

It's been 4 years of DoubleDM!!Thank you to everyone who has listened and joined us on this journey!We have some stuff to talk about now, let's sit down and discuss the last 4 years, the current state of DDM, and the next 4 years ahead!Check here for all further information:You can find us on the Web under these Links: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.doubledm.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://twitter.com/DoubleDMpod⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.instagram.com/doubledmpod/?hl=de⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://ko-fi.com/doubledm⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠If you want to reach out to us via E-Mail use: doubledmpod@gmail.comOur Midroll Music is "Midnight Tale" Kevin MacLeod (incompetech.com)Licensed under Creative Commons: By Attribution 4.0 License ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://creativecommons.org/licenses/by/4.0/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Our Outro Music is "Ascending the Vale" Kevin MacLeod (imcompetech.com)Licensed under Creative Commons: By Attribution 4.0 License ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠http://creativecommons.org/licenses/by/4.0/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Hosted on Acast. See acast.com/privacy for more information.

CLICK HERE to send me a text, I'd love to hear what you thought about this episode! Leave your name in the text so I know who it's from! Another week, another inspiring Milwaukee woman. There are SO many incredible women in Milwaukee I really don't need to reintroduce previous guests … unless they have incredible stories that align perfectly with the season's theme. Like this week's guest, Emerald Mills-Williams. Emerald was a guest back in Season One when Cream City Dreams was just getting its legs. Back then, Emerald hadn't yet opened her restaurant and incubator for rising chefs, Turning Tables & Eatery, nor did she have a hyphen in her name! A lot has changed since then. For one thing, she married her true love (woot!). And since our episode aired, she opened and closed one establishment and has since opened another, Diverse Dining Market. Realizing what was important to her, Emerald is returning to the mission of her brainchild, Diverse Dining, and the mission of Diverse Dining Market: connecting us, building change through relationships and uplifting and supporting minority owned businesses. Listen as we talk in this episode about the ups and downs that came with opening her first restaurant, and the lessons she took from shutting it down and starting again. And stick around to the end to hear what might just beome my all time favorite line ever spoken by a guest on this podcast. I am not horsing around when I say that. Locals and Links we love! Website: https://www.4diversedining.com/Facebook: https://www.facebook.com/4diversediningInstagram: https://www.instagram.com/diversediningmarket/PRESS on DDM from UrbanMilwaukee.com HEREPRESS on DDM from OnMilwaukee.com HEREIf you loved this show, you'll definitely want to listen to this episode with Lori Fredrich, another Milwaukee foodie (and food writer) who is lifting up and elevating local restauranteurs and aspiring chefs with her work. Find it HERE or wherever you get your podcasts.  Also, Emerald mentions Lauren Feaster as someone who inspires her, check out our episode with Lauren HERE to see for yourself what a powerhouse she is for our city and in our community! Support the show

Dave Sobel welcomes Anil Gupta, co-founder and CTO of Wyebot, to discuss Apple's transition from Mobile Device Management (MDM) to Declarative Device Management (DDM). This shift represents a significant change in how enterprise device management is approached, particularly as organizations increasingly rely on a growing number of Apple devices. Anil explains that the traditional MDM model, which relies on a central server to manage devices, can become a bottleneck as the number of devices increases. DDM, on the other hand, empowers individual devices to make decisions based on the information provided to them, reducing the need for constant communication with a central server.Anil elaborates on the advantages of DDM, including improved scalability and reduced network traffic. By allowing devices to act intelligently and autonomously, organizations can avoid the challenges associated with the traditional MDM approach, such as excessive back-and-forth communication and potential deadlock situations. This new paradigm not only enhances performance but also aligns with the growing trend of edge computing, where devices at the edge of the network can process information and make decisions independently. Anil draws parallels between DDM and WiBot's own approach to Wi-Fi management, emphasizing the importance of empowering devices to operate efficiently.The conversation also delves into the implications of DDM for security, particularly in the context of a zero trust security model. Anil explains that zero trust requires devices to prove their identity before being granted access to the network. This involves a robust chain of trust that begins at the device level and extends through the entire communication process. By utilizing certificates and tokens instead of traditional passwords, organizations can enhance security while still enabling efficient device management. Anil emphasizes that security must remain a top priority, even as scalability and performance improve.Finally, the discussion touches on the role of AI in network automation and how it can complement DDM advancements. Anil highlights the challenges faced by organizations with distributed enterprises, where managing Wi-Fi across numerous locations can be daunting. By leveraging AI-driven automation, companies can simplify the deployment and management of Wi-Fi networks, making it easier for non-experts to troubleshoot and maintain connectivity. Anil concludes by inviting listeners to learn more about WiBot's solutions, which aim to provide a seamless and user-friendly experience in managing Wi-Fi networks. All our Sponsors: https://businessof.tech/sponsors/ Do you want the show on your podcast app or the written versions of the stories? Subscribe to the Business of Tech: https://www.businessof.tech/subscribe/Looking for a link from the stories? The entire script of the show, with links to articles, are posted in each story on https://www.businessof.tech/ Support the show on Patreon: https://patreon.com/mspradio/ Want to be a guest on Business of Tech: Daily 10-Minute IT Services Insights? Send Dave Sobel a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/businessoftech Want our stuff? Cool Merch? Wear “Why Do We Care?” - Visit https://mspradio.myspreadshop.com Follow us on:LinkedIn: https://www.linkedin.com/company/28908079/YouTube: https://youtube.com/mspradio/Facebook: https://www.facebook.com/mspradionews/Instagram: https://www.instagram.com/mspradio/TikTok: https://www.tiktok.com/@businessoftechBluesky: https://bsky.app/profile/businessof.tech

Au sommaire de l'émission aujourd'hui: - Comment limiter le gaspillage alimentaire avec les Dates de Durabilité Minimales plus (DDM+) (François Jeannet) Invité whatsapp audio : Timotée Olivier, co-responsable du projet DDM+ chez foodwaste.ch   - 2e service -Guichet cuisine : Les légumes mijotés Avec Sylvie Ramel, formatrice et blogueuse culinaire à Ayent et Gaël Brandy, chef du restaurant d'application de GastroVaud « La Pinte vaudoise » à Pully

Apple @ Work is exclusively brought to you by Mosyle, the only Apple Unified Platform. Mosyle is the only solution that integrates in a single professional-grade platform all the solutions necessary to seamlessly and automatically deploy, manage & protect Apple devices at work. Over 45,000 organizations trust Mosyle to make millions of Apple devices work-ready with no effort and at an affordable cost. Request your EXTENDED TRIAL today and understand why Mosyle is everything you need to work with Apple. In this episode of Apple @ Work, I talk with Anil Gupta, co-founder and CTO of Wyebot Inc., about the move to DDM, Wi-Fi automation, and much more. Connect with Bradley Twitter LinkedIn Listen and subscribe Apple Podcasts Overcast Spotify Pocket Casts Castro RSS Listen to Past Episodes

Parte 2 - Llega El Trensas a DDM a compartir con el Chapín los múltiples trabajos que han realizado para sobrevivir en la vida. Escucha este interesante podcast.

Parte 1 - Llega El Trensas a DDM a compartir con el Chapín los múltiples trabajos que han realizado para sobrevivir en la vida. Escucha este interesante podcast.

Brad Sussman and Mike Snyder spoke to Coats For Kids-Debbie Martinko - Discount Drug Mart reps Dave Baytosh - Dave Bergman about Giving Tuesday - Latest News For CFK and DDM - Plus, The Big Check Presentation - Donation from DDM - $75,800

The Dudes are answering listener questions yet again! Dan and Len tackle a bunch of quick topics submitted by the DDM army. Just a quick episode to hold you all over until HALLOWEEN next week!

Dotdash Meredith's Lindsay Van Kirk says the cookie-based buying tools she helped develop in her early career at AppNexus placed too much value on unreliable third-party audiences. But contextual tools like DDM's D/Cipher, which she now oversees, can build a better ad ecosystem for buyers and sellers.

El modelo de descuento de dividendos (DDM) nos proporciona un marco intuitivo para valorar cualquier activo que genere ingresos. Es un método mucho mejor, desde luego, que basar tu valoración en el análisis de rentabilidades pasadas. Al utilizarlo estarás diferenciando entre inversión y especulación. Además, gracias a este modelo, podrás estimar la rentabilidad de la bolsa a largo plazo sin necesidad de ser un adivino de bola de cristal. A lo largo de esta sesión, el inversor Jorge Sieiro nos explicará este modelo y nos mostrará cómo emplearlo para valorar distintos tipos de activos. Jorge Sieiro es ingeniero superior por la Universidad Politécnica de Madrid, inversor y emprendedor. Es experto en productos de inversión y está certificado como asesor financiero tanto por la CNMV como por la DGSFP. Ha sido cofundador del roboadvisor Fintup (adquirido por el grupo Sego Finance) y actualmente se dedica a asesorar a grandes patrimonios sobre estrategias de inversión. Además de ser colaborador habitual de Value School, escribe regularmente en redes sociales y participa en coloquios sobre ahorro, inversión y finanzas personales.

Welcome back to Small Business School! Today, we're diving into the world of wealth preservation with Daniela DeGasperis and Sarah Helmer from DDM Group. DDM is a Wealth Preservation Consultancy. By understanding the big picture of their clients' situations, they craft tailored strategies and solutions using our innovative proprietary frameworks to help achieve client's unique goals. Daniela is the Founder of DDM Group and Sarah is the VP of Communication, together with the rest of the DDM Group they are passionate about connecting people with the ideas, information, and introductions they need to take control of their financial futures!Tune into our conversation to hear how they're breaking down financial barriers and offering bespoke strategies that empower entrepreneurs and business owners to build lasting wealth!Topics Covered:Daniela's personal story and the inspiration behind starting DDM Group.How DDM Group stands out by prioritizing client relationships and personalized strategies.Sarah's transition from legal to financial services and her passion for financial literacy.Insights on how DDM Group helps clients at various stages of their financial journey, even before they have significant assets.The importance of open, judgment-free discussions about finances and the unique approach they bring to their clients.DDM's in-depth process for understanding clients' financial situations, goals, and the nuances of their portfolios to provide the best advice.Strategies for small business owners to plan for retirement, including using innovative methods like tax-free personal pensions and effective asset management.Want to take control of your financial future? Reach out to the DDM group!DDM Links:Instagram: https://www.instagram.com/ddm.group/Website: https://www.ddmgroup.ca/LinkedIn: https://www.linkedin.com/company/ddm-group-2020/?originalSubdomain=caStaci's Links:Instagram. Website.The School for Small Business Podcast is a proud member of the Female Alliance Media. To learn more about Female Alliance Media and how they are elevating female voices or how they can support your show, visit femalealliancemedia.ca.Head over to my website https://www.stacimillard.com/ to grab your FREE copy of my Profit Playbook and receive 30 innovative ways you can add more profit to your business AND the first step towards implementing these ideas in your business!

In this episode of We Got Your Mac, Victoria and Scott are joined by Weldon Dodd, Senior Vice President of Global Solutions at Kandji, to analyze Apple's Worldwide Developers Conference (WWDC) and the beta season that follows. We discuss the latest features coming to Apple's operating systems, the transition to Declarative Device Management (DDM), and strategies for IT admins to prepare for the upcoming OS releases. Weldon shares his extensive experience in Apple IT, offering valuable insights and practical advice for managing Apple devices in an enterprise environment.  This episode is sponsored by Kandji. Kandji is a modern device management & security solution for Apple devices built to deliver automation and intuitiveness for both the admin and end user. Kandji's reimagined approach for device management and security through advanced automation ensures critical delivery of management and deployment of enterprise-scale Apple fleets.  Discussed in this Episode   Overview of WWDC and its significance for Apple IT professionals  Key announcements and new features from WWDC  The 3-month beta period and its importance for application compatibility  Transition from Mobile Device Management (MDM) to Declarative Device Management (DDM)  Benefits of DDM: real-time status updates and reduced management overhead  Preparing for new OS releases: validation of devices and applications  Strategies for rolling out new OS versions to enterprise devices  Importance of keeping devices updated for security and feature improvements  Using automation and management tools like Kandji to streamline OS deployment 

Multiplying Leadership and Discipleship for Impact in Northwest Africa Despite challenges, SOM Northwest Africa Director Malik remains committed to bringing about positive change in his community and working toward a more peaceful and united country. In this episode of At Risk Radio, hosts Mark Stafford and SOM International CEO David Witt continue their conversation with Malik, bringing crucial updates on impactful events occurring in Northwest Africa, specifically related to the Church at risk. Malik also discusses the impact of the Discussion Discipleship Method (DDM) in empowering local church leaders and spreading the Gospel in the face of challenges. His firsthand account of the spiritual climate in the region and the vision to reach all of North Africa and beyond sheds light on the resilience and dedication of leaders who serve the Persecuted Church. Join us as we explore the power of prayer and the opportunities for partnership in supporting these impactful initiatives. For more on DDM and inspiring stories of faith, visit spiritofmartyrdom.com.

At last week's Media Product Forum, which The Rebooting held in collaboration with WordPress VIP, I had a discussion with Dotdash Meredith chief product officer Adam McClean and The Daily Beast svp of product Samantha Winkelman about their respective product strategies. While both owned by IAC, the publishers are at vastly different sizes, with The Daily Beast having three people in product to DDM's 75. The connective tissue of both: A focus on audience needs.

Zach Wasserman from Fleet DM joins the podcast this week to talk about software updates, osquery, DDM, and more! This wide-ranging conversation will cover all manner of new things… (To be finished once we get the full knowledge of WWDC…) Hosts: Tom Bridge - @tbridge@theinternet.social Marcus Ransom - @marcusransom Guests: Zach Wasserman - LinkedIn Links: https://fleetdm.com/device-management Sponsors: Kandji 1Password Watchman Monitoring If you're interested in sponsoring the Mac Admins Podcast, please email podcast@macadmins.org for more information. Get the latest about the Mac Admins Podcast, follow us on Twitter! We're @MacAdmPodcast! The Mac Admins Podcast has launched a Patreon Campaign! Our named patrons this month include Weldon Dodd, Damien Barrett, Justin Holt, Chad Swarthout, William Smith, Stephen Weinstein, Seb Nash, Dan McLaughlin, Joe Sfarra, Nate Cinal, Jon Brown, Dan Barker, Tim Perfitt, Ashley MacKinlay, Tobias Linder Philippe Daoust, AJ Potrebka, Adam Burg, & Hamlin Krewson  

If you glance at the homepage for the ministry he co-founded, you may think it's just another men's study.You'd be wrong.When the COVID pandemic isolated men in the heart of Pittsburgh, Donnie Gray co-founded Digging Deep Ministries to provide a place where men could meet, be open, and be vulnerable to discuss real-life issues such as pain, hurt, and rejection. Four years later, DDM is a vibrant community of men – young and old, black and white – who meet together regularly to worship, eat, pray, talk, and learn how to walk with Christ on a daily basis. Hear Donnie's story, and the story of DDM, in this inspiring interview.A Pittsburgh native, Donald (Donnie) Gray III emerged from a 2012 prison stint with a determination to transform his own life and the lives of others in the heart of his hometown. Today, Donnie relies on his faith in Christ to balance his ministry work, his passion for being a good husband and father, and his pursuit of a new business venture, RnD Strategies, a personal concierge/consulting company that seeks to “love and serve our customers/neighbors like Jesus Christ.”Contact:Mike Hatch: mhatch@clchq.orgChris Bolinger: chris@mensdevotionals.comResources:Mike's book: Manhood: Empowered by the Light of the Gospel (paperback, audiobook)Join the Empowered Manhood Facebook GroupDaily Strength for Men: A 365-Day Devotional52 Weeks of Strength for MenCLC: https://www.clchq.org/BiblicalLeadership.com

Anyone going to ACES Conference in Salt Lake City? I decided I couldn't miss it, so now I'm going! And had this idea...

The Black Rasslin' Podcast returns ahead of ASÉ x BHM and Fight for DMV weekend for a conversation with Charity King and Danni Bee—aka The King Bees—to talk ASÉ, tag team wrestling, NWA, and more! Later, DDm joins the squad to talk everything from The Rock joining Roman Reigns and The Bloodline to Jimmy Uso attacking his brother Jey, to giving a full preview of WWE Elimination Chamber: Perth and much, much more! ASÉ X BHM: A BLACK HISTORY MONTH CELEBRATION (Feb. 24, 2024) Tickets: https://www.eventbrite.com/e/ase-x-bhm-a-black-history-month-celebration-tickets-789805518567 Follow The King Bees https://twitter.com/charityking_ https://twitter.com/dannibeeokc https://www.youtube.com/@dannibeeokc F1ght Club presents Fight for DMV (Feb. 25, 2024) Tickets: https://www.eventbrite.com/e/f1ght-club-fight-for-dmv-tickets-784597922507 Watch this episode on YouTube: https://youtube.com/live/KEJwVOJoqck Become a BRPatreon member: www.patreon.com/blackrasslin The Black Rasslin' Podcast Theme is produced by Anikan & Vader. www.instagram.com/anikanandvader Subscribe to The Black Rasslin' Podcast: YouTube: youtube.com/c/blackrasslin Apple Podcasts: bit.ly/blackrasslinIT Spotify: bit.ly/blackrasslinSP Google Podcasts: bit.ly/blackrasslinGP SoundCloud: @black-rasslin-podcast

The Black Rasslin' Podcast is back with a dope conversation with "The Gifted One" Yahya ahead of the ASÉ x BHM show on February 24. Later, DDm returns to join the discussion on the WrestleMania XL Kickoff press conference, Trick Melo Gang falling out after WWE Vengeance Day 2024, AEW dropping big hints on Mercedes Moné making her debut, and much more! ASÉ X BHM: A BLACK HISTORY MONTH CELEBRATION Tickets: https://www.eventbrite.com/e/ase-x-bhm-a-black-history-month-celebration-tickets-789805518567 Follow "The Gifted One" Yahya https://twitter.com/TheGiftedOne247 https://www.instagram.com/bigtimeyah Follow ASÉ https://twitter.com/ASEWrestling https://www.asewrestling.com Follow DDm https://twitter.com/DapperDanMidas https://www.instagram.com/dapperdanmidas Watch this episode on YouTube: https://youtube.com/live/rybaMoHjnxA Become a BRPatreon member: www.patreon.com/blackrasslin The Black Rasslin' Podcast Theme is produced by Anikan & Vader. www.instagram.com/anikanandvader Subscribe to The Black Rasslin' Podcast: YouTube: youtube.com/c/blackrasslin Apple Podcasts: bit.ly/blackrasslinIT Spotify: bit.ly/blackrasslinSP Google Podcasts: bit.ly/blackrasslinGP SoundCloud: @black-rasslin-podcast

The Black Rasslin' Podcast returns to kick off Black History Month 2024 proper! First up, Darius Lockhart joins the squad to talk his journey to ASÉ, the ASÉ x BHM show on February 24, and much more! Later, DDm joins for a discussion on WWE Royal Rumble 2024 and its fallout, previewing WWE NXT Vengeance Day, and much more! ASÉ X BHM: A BLACK HISTORY MONTH CELEBRATION Tickets: https://www.eventbrite.com/e/ase-x-bhm-a-black-history-month-celebration-tickets-789805518567?aff=oddtdtcreator Follow Darius Lockhart https://twitter.com/DLockPro https://linktr.ee/dariuslockhart Follow ASÉ https://twitter.com/ASEWrestling https://www.asewrestling.com Follow DDm https://twitter.com/DapperDanMidas https://www.instagram.com/dapperdanmidas Watch this episode on YouTube: https://youtube.com/live/Dw_7V6PjuHk Become a BRPatreon member: www.patreon.com/blackrasslin The Black Rasslin' Podcast Theme is produced by Anikan & Vader. www.instagram.com/anikanandvader Subscribe to The Black Rasslin' Podcast: YouTube: youtube.com/c/blackrasslin Apple Podcasts: bit.ly/blackrasslinIT Spotify: bit.ly/blackrasslinSP Google Podcasts: bit.ly/blackrasslinGP SoundCloud: @black-rasslin-podcast

THIS VIDEO IS ESSENTIAL VIEWING: A Leader's Testimony Unleashing the Power of Transformation in the Depths of Darkness! | Mighty Oaks Testimonials https://www.youtube.com/watch?v=1mSD6hbeVH8 POLARIS GROUP WEBSITE: https://polarisgroup.federalgovernment.info/ POLARIS GROUP INTERNATIONAL INC is a dedicated organization committed to community service, emphasizing integrity and compassion, particularly in the realm of disaster relief. Our team comprises highly skilled veterans, including JSOC tier 1 operators and special operators, with extensive real-world experience. Focused on preserving lives, our missions unfold in challenging environments. Presently, we're establishing a forward operating base along the Ukrainian Poland border, featuring a comprehensive command operations center and logistics base. Our active missions encompass triage, evacuations for vulnerable individuals, security measures, and targeted humanitarian aid for orphans and children. By fostering a culture of empathy and lifesaving efforts, we aspire to inspire collective assistance, contributing to the overall well-being of those in need. In this week's episode of the Team Never Quit Podcast, join Marcus in an exclusive one-on-one conversation with Dennis Price, a USMC Force Recon, Scout Sniper, Ranger veteran, and the International Program Manager for the Mighty Oaks Foundation. With six military deployments and three stints as a Private Military contractor specializing in sniper/mobile DDM roles, Dennis brings a wealth of experience to the table. Having attended various Special Operations schools and served as the Head instructor for Field craft and stalking for the Army's Special Forces Sniper Course, Dennis shares his personal journey, including the difficult decision to end his military career to be close to his daughter battling two rare diseases. A devoted Christian, loving husband, and father of four, Dennis is also a martial arts enthusiast—engaging in boxing, Muay Thai, and Jiu-Jitsu, and actively participating in various tournaments. Tune in to hear Dennis's inspiring story of resilience, faith, and commitment. Sponsors: - Hims.com/TNQ In this episode you will hear: • If another man comes to me and tries to steal what is mine in front of my children, do I have the self-confidence to stop him?  I'm a man of violence. I know what I can do to him. Now I don't have to back up in fear. (10:07) • I try to encourage males to take up Jiu Jitsu – anything – because you shouldn't have to live in fear. (12:43) • If the only tool in the toolbox that you have is a hammer, then everything's a nail. (14:43) • How do I say my story and not be too bible thumping. However I tell it, it leads to one conclusion. (17:03) • God uses war-torn warriors and exposes us to certain things and then uses us through Christ. (18:23) • We're coming back here, trying to fit in; we came back to what we thought we left. (21:24) • Taking Christ out of the household, and taking the man out of the household is why we're seeing chaos. (22:38) • On a dark night, I almost took my own life and that's when I came to God and gave it all to Him. (26:21) • Guys like us come back and we're looking for something to fill this void. Only a relationship with Jesus Christ and God will quench that thirst. (47:08) • My co-partner is a Green Beret. We teach “dual survivor”. Marine special operations, Army Special Forces; we teach of both of our experiences in combat, and we give you formal instruction. (65:47) • Alphas, when they walk into a room, they assess the possible threats. (76:24) • Speech made in anger will be the best speech you ever spoke that you'll regret. (89:05 • Years of love are forgotten, in minutes of anger. (89:18)

Marc Hart of System Basketball jumps on the podcast to talk modern Dribble Drive Motion offense. We dive into latest trends, tips for teaching, and the future of DDM.This episode is sponsored by the Dr. Dish Basketball Shooting Machine. Mention "Quick Timeout" and receive $300 off on the Dr. Dish Rebel, All-Star, and CT models.Hudl continues to make advancements to their suite of performance analysis solutions. Tools you know like Sportscode are enhanced by their industry-leading tech like Hudl Focus - an AI-powered smart camera that's built to integrate into Sportscode right out of the box. It captures and uploads video automatically from any gym. Head over to Hudl.com/AQuickTimeout to get a peek at all they're bringing to the hardwood, for every level of the game.Thanks to our sponsors at 323 Sports. If you're in the market for a team dealer, the guys at 323 Sports will not disappoint. Low prices, high quality, and GREAT customer service. They'll "Do It Right" for you and your sports program!

Today's English expression and dialog: sour mood    You look like you're in a sour mood. I am. My milk's gone bad. Gross. I hate sour milk. Yep. No milk…NO COFFEE~~ GET FREE LESSONS: I'm on iTunes and everywhere else they have podcasts! Coach Shane? I'm from the USA, I make videos and podcasts for

Today's English expression and dialog: it's crunch time   Eating lunch at your desk again today? Lunch? I don't eat lunch. What? You need to eat~ Hey! Lunch time is crunch time. GET FREE LESSONS: I'm on iTunes and everywhere else they have podcasts! Coach Shane? I'm from the USA, I make videos and podcasts for

Today's English expression and dialog: off the bat    Who's your favorite singer? Well, right off the bat I would have to say Celine Dion. Really? Come on! Near, far wherever you are; I believe that the heart does go on~~ GET FREE LESSONS: I'm on iTunes and everywhere else they have podcasts! Coach Shane? I'm from the USA, I make videos and podcasts for

Today's English expression and dialog: a blood blister What's that? I got a blood blister. I told you to be careful. Who are you calling? 911! GET FREE LESSONS: I'm on iTunes and everywhere else they have podcasts! Coach Shane? I'm from the USA, I make videos and podcasts for

Today's English expression and dialog: who knows    Do you think it will rain much in June? Who knows~ Yeah…I want to have an early summer wedding. That sounds nice. But first, you need a man~ Will I ever find one? Who knows~ GET FREE LESSONS: I'm on iTunes and everywhere else they have podcasts! Coach Shane? I'm from the USA, I make videos and podcasts for