Podcasts about digital marketing trends

"We need to stop forcing marketing metrics on the business MQLs, click-through rates, web traffic and start speaking the language of pipeline, bookings, and revenue. When marketers align their reporting with what the executive team actually cares about, they stop defending their existence and start leading the growth conversation.” Leslie Alore, SVP of Marketing at Flexera Marketing Impact Unlocked: Prove, Scale, and Strengthen Revenue Contribution. A practical framework for aligning marketing metrics with the outcomes your executive team actually cares about. In this episode of Revenue Boost, Kerry Curran sits down with Leslie Alore, SVP of Marketing at Flexera, to unpack one of the most urgent challenges facing B2B marketing leaders today: proving marketing's value in terms that drive boardroom decisions. Too many teams are stuck reporting MQLs while the C-suite wants pipeline, bookings, and revenue. Leslie shares how to shift from tactical metrics to strategic impact with a marketing contribution model that reframes the role of marketing as a core revenue engine not just a lead factory. You'll walk away with actionable strategies to: Align marketing language with executive priorities Measure contribution across pipeline creation, acceleration, and bookings Navigate complex sales cycles and partner motions with smarter tracking Earn trust by demonstrating marketing's real influence on growth Whether you're a CMO, VP, or revenue-minded marketer, this episode gives you the tools to elevate your seat at the table and scale marketing's business impact without fighting for credit.

"Deeper ICP understanding solves 99% of your marketing problems including differentiation. Most B2B teams scratch the surface with outdated personas and miss the real insights that drive action. When you truly understand your audience, their pain points, their priorities, and what keeps them up at night you unlock messaging that resonates, content that converts, and positioning your competitors can't copy.” Tom Shapiro, CEO of Stratabeat In this episode of Revenue Boost: A Marketing Podcast, titled The New Rules of B2B Marketing: How to Win with Differentiation and Value, Not Volume, host Kerry Curran welcomes back Tom Shapiro, CEO of Stratabeat and author of Rethink Lead Generation, for a high-impact conversation about what's no longer working in B2B marketing and what to do instead. Tom shares what he's hearing from CMOs and growth leaders across the industry: the old B2B marketing playbook built on volume, vanity metrics, and outdated tactics is dead. Today, differentiation and deep audience understanding are the new non-negotiables. Together, Kerry and Tom explore the modern marketer's biggest challenges: cutting through the noise, adapting to evolving buyer behavior, and building strategies that go beyond tactics to deliver lasting revenue impact. You'll learn: Why deeper ICP research is the foundation of everything from differentiation to content strategy How to use original research to create market-leading content, build thought leadership, and feed your demand gen engine What most teams get wrong about SEO and how to leverage it strategically even as AI reshapes the SERP How to identify high-intent website visitors and activate personalized outreach within 24 hours The power of CRM win/loss analysis, sales call listening, and real-time behavioral data in shaping smarter campaigns Tom also shares how marketers can partner more closely with sales to uncover fresh insights, sharpen messaging, and continuously improve website performance to reflect what truly matters to their buyers. Whether you're a CMO at a scaling SaaS company or a demand gen leader trying to drive pipeline in a saturated market, this episode delivers practical, proven ways to rethink your strategy, realign with your audience, and win with value not just volume.

Shawn Reddy is the Founder and Chief Marketing Officer of AI Advantage, an AI-as-a-Service company serving over 500,000 monthly users and 400+ global clients. He specializes in AI-driven cold outreach strategies that consistently generate 25%+ booked call rates and 60%+ response rates, helping businesses boost revenue through authentic, human-like automation. With over five years of marketing leadership experience, Shawn is passionate about content marketing, videography, and creating high-performing funnels for SMBs. His mission is to make AI solutions more accessible while maintaining real human connection at scale. Website: https://www.aiadvantageagency.co/  LinkedIn: https://www.linkedin.com/in/shawnreddy/  YouTube: https://www.youtube.com/@Shawnreddyvids Facebook: https://www.facebook.com/Theaiadvantage?mibextid=LQQJ4d    Katie Tremulis is a Senior Sales and Marketing Executive at ProNotary, specializing in Remote Online Notarization (RON) solutions. With a focus on enhancing anti-money laundering efforts, she leverages advanced identity verification technologies to improve transaction security. Katie has contributed thought leadership on the application of RON in legal contexts, such as cross-country divorces, and is dedicated to advancing secure digital notarization practices.​ Website: https://pronotary.com/  LinkedIn: https://www.linkedin.com/in/katie-tremulis-94a780b9/  Instagram: https://www.instagram.com/pronotaryllc/#  Facebook: https://www.facebook.com/pronotaryllc/    In this episode, we discover how different tools are transforming B2B strategies with AI Advantage, LinkedIn magic, and more.   Apply to join our marketing mastermind group: https://notypicalmoments.typeform.com/to/hWLDNgjz   Follow No Typical Moments at: Website: https://notypicalmoments.com/ LinkedIn: https://www.linkedin.com/company/no-typical-moments-llc/ YouTube: https://www.youtube.com/channel/UC4G7csw9j7zpjdASvpMzqUA Instagram: https://www.instagram.com/notypicalmoments Facebook: https://www.facebook.com/NTMoments

Shawn Reddy is the Founder and Chief Marketing Officer of AI Advantage, an AI-as-a-Service company serving over 500,000 monthly users and 400+ global clients. He specializes in AI-driven cold outreach strategies that consistently generate 25%+ booked call rates and 60%+ response rates, helping businesses boost revenue through authentic, human-like automation. With over five years of marketing leadership experience, Shawn is passionate about content marketing, videography, and creating high-performing funnels for SMBs. His mission is to make AI solutions more accessible while maintaining real human connection at scale. Website: https://www.aiadvantageagency.co/  LinkedIn: https://www.linkedin.com/in/shawnreddy/  YouTube: https://www.youtube.com/@Shawnreddyvids Facebook: https://www.facebook.com/Theaiadvantage?mibextid=LQQJ4d    Katie Tremulis is a Senior Sales and Marketing Executive at ProNotary, specializing in Remote Online Notarization (RON) solutions. With a focus on enhancing anti-money laundering efforts, she leverages advanced identity verification technologies to improve transaction security. Katie has contributed thought leadership on the application of RON in legal contexts, such as cross-country divorces, and is dedicated to advancing secure digital notarization practices.​ Website: https://pronotary.com/  LinkedIn: https://www.linkedin.com/in/katie-tremulis-94a780b9/  Instagram: https://www.instagram.com/pronotaryllc/#  Facebook: https://www.facebook.com/pronotaryllc/    In this episode, we discover how different tools are transforming B2B strategies with AI Advantage, LinkedIn magic, and more.   Apply to join our marketing mastermind group: https://notypicalmoments.typeform.com/to/hWLDNgjz   Follow No Typical Moments at: Website: https://notypicalmoments.com/ LinkedIn: https://www.linkedin.com/company/no-typical-moments-llc/ YouTube: https://www.youtube.com/channel/UC4G7csw9j7zpjdASvpMzqUA Instagram: https://www.instagram.com/notypicalmoments Facebook: https://www.facebook.com/NTMoments

"Most companies focus on acquiring new customers, but in recurring revenue businesses, 70–90% of revenue comes from existing customers. If you're not investing in retention and expansion, you're leaving your biggest growth lever untapped.” Roee Hartuv In this episode of Revenue Boost: A Marketing Podcast titled, Revenue and Retention: Why Customer Success Is Key to Sustainable Growth host Kerry Curran is joined by Roee Hartuv, Head of Revenue Architecture at Winning by Design, to unpack a mindset shift that B2B companies must embrace to grow sustainably: true revenue growth doesn't end at the closed-won stage—it begins there. Drawing from his experience advising recurring revenue businesses around the world, Roee breaks down how the traditional go-to-market model focused almost entirely on new acquisition—is no longer enough. He introduces the “bowtie” framework, a more holistic approach to GTM that prioritizes retention, expansion, and customer lifetime value. Throughout the conversation, you'll learn: Why 70–90% of recurring revenue comes from existing customers—and why most companies are underinvesting in that opportunity How customer success can become a strategic growth engine not just a support function Why expansion is more efficient than acquisition, and how to resource accordingly How to structure high-performing CS pods to support mid-market and enterprise clients Ways to equip account managers with the mindset and messaging to grow accounts without sounding “salesy” The critical role of marketing in supporting post-sale growth, from product updates to thought leadership And why companies should stop thinking of GTM as a funnel and start treating it as a bowtie This episode is a must-listen for marketing, sales, RevOps, and customer success leaders who are ready to drive sustainable revenue growt not just this quarter, but long-term. If you're serious about building a revenue engine that lasts, this one's for you."

"If done right, AI will actually make us more human. It handles the busy work and surfaces real-time insights—so GTM teams can focus on what really drives revenue: building relationships, solving real problems, and creating long-term customer value." That's a quote from Roderick Jefferson and a sneak peek at today's episode.Hi there, I'm Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost, A Marketing Podcast. In every episode, I sit down with top experts to bring you actionable strategies that deliver real results. So if you're serious about business growth, find us in your favorite podcast directory, hit subscribe, and start outpacing your competition today.In this episode, titled AI + EQ + GTM: The New Growth Equation for B2B Leaders, I sit down with keynote speaker, author, and enablement powerhouse Roderick Jefferson to unpack the modern formula for revenue growth: AI + EQ + GTM.We explore why traditional sales enablement isn't enough in today's landscape—and how real go-to-market success requires alignment across marketing, sales, and customer success, powered by emotional intelligence and smart technology integration.Whether you're a CRO, CMO, or GTM leader looking to scale smarter, this episode is packed with real-world insights and actionable strategies to align your teams and drive sustainable growth.Stick around until the end, where Roderick shares expert tips for building your own AI-powered revenue engine.If you're serious about long-term growth, it's time to get serious about AI, EQ, and GTM. Let's go.Kerry Curran, RBMA (00:01)Welcome, Roderick. Please introduce yourself and share your background and expertise.Roderick Jefferson (00:06)Hey, Kerry. First of all, thanks so much for having me on. I'm really excited—I've been looking forward to this one all day. So thanks again. I'm Roderick Jefferson, CEO of Roderick Jefferson & Associates. We're a fractional enablement company, and we focus on helping small to mid-sized businesses—typically in the $10M to $100M range—that need help with onboarding, ongoing education, and coaching.I'm also a keynote speaker and an author. I actually started my career in sales at AT&T years ago. I was a BDR, did well, got promoted to AE, made President's Club a couple of times. Then I was offered a sales leadership role—and I turned it down. I know they thought I was crazy, but there were two reasons: first, I realized I loved the process of selling more than just closing big deals. And second, oddly enough, I wasn't coin-operated. I did it because I loved it—it gave me a chance to interact with people and have conversations like this one.Kerry Curran, RBMA (01:16)I love that—and I love your background. As Roderick mentioned, he does a lot of keynote speaking, and that's actually where I met him. He was a keynote speaker at B2BMX West in Scottsdale last month. I also have one of your books here that I've been diving into. I can't believe how fast this year is flying—it's already the first day of spring!Roderick Jefferson (01:33)Thank you so much. Wow, that was just last month? It feels like last week. Where is the time going?Kerry Curran, RBMA (01:45)I appreciate your experience for so many reasons. One is that—like we talked about before the show—my dad was in sales at AT&T for over 20 years. It paid for my entire education. So we were comparing notes on that era of innovation and what we learned back then.Roderick Jefferson (02:02)Thank you, AT&T!Kerry Curran, RBMA (02:13)So much of what you talked about on stage and wrote about in your book is near and dear to my heart. My background is in building integrated marketing-to-sales infrastructure and strengthening it to drive revenue growth. I'm excited to hear more about what you're seeing and hearing. You talk to so many brands and marketers—what's hot right now? What's the buzz? What do we need to know?Roderick Jefferson (02:44)A couple of things. The obvious one is AI—but I'll add something: it's not just AI, it's AI plus EQ plus IQ. Without that combination, you won't be successful.The other big theme is the same old problem we've always had: Why is there such a disconnect between sales and marketing? As an enablement guy, it pains me. I spent 30 years in corporate trying to figure that out. I think we're getting closer to alignment—thank you, AI, for finally stepping in and being smarter than all of us! But we've still got a long way to go.Part of the issue is we're still making decisions in silos. That's why I've become a champion of moving away from just "sales enablement."Yes, I know I wrote the book on sales enablement—but I don't think that's the focus anymore. In hindsight, “sales enablement” is too myopic. It's really about go-to-market. How do we bring HR, marketing, product marketing, engineering, sales, and enablement all to the same table to talk about the entire buyer's journey?Instead of focusing on our internal sales process and trying to shoehorn prospects into it, we should be asking: How do they buy? Who buys? Are there buying committees? How many people are involved? And yes, ICP matters—but that's just the tip of the iceberg. It goes much deeper.Kerry Curran, RBMA (04:44)Yes, absolutely. And going back to why you loved your early sales roles—it was about helping people. That's how I've always approached marketing too: what are their business challenges, and what can I offer to solve them? In your keynote, you said, “I want sales to stop selling and start helping.” But that's not possible without partnering with marketing to learn and message around the outcomes we drive and the pain points we solve.Roderick Jefferson (05:22)Exactly. Let's unpack that. First, about helping vs. selling—that's why we have spam filters now. Nobody wants to be sold to. That's also why people avoid car lots—because you know what's coming: they'll talk at you, try to upsell you, and push you into something you don't need or want. Then you have buyer's remorse.Now apply that to corporate and entrepreneurship. If you're doing all the talking in sales, something's wrong. Too many people ask questions just to move the deal forward instead of being genuinely inquisitive.Let's take it further. If marketing is working in a silo—building messaging and positioning—and they don't bring in sales, then guess what? Sales won't use it. Newsflash, right? And second, it's only going to reflect marketing's perspective. But if you bring both teams together and say, “Hey, what are the top three to five things you're hearing from prospects over and over?”—then you can work collaboratively and cohesively to solve those.The third piece is: let's stop trying to manufacture pain. Not every prospect is in pain. Sometimes the goal is to increase efficiency or productivity. If there is pain, you get to play doctor for a moment. And by that, I mean: do they need an Advil, a Vicodin, a Percocet, or an extraction? Do you need to stop the bleeding right now? You only figure that out by getting sales, marketing, product, and even HR at the same table.Kerry Curran, RBMA (07:34)Yes, absolutely. I love the analogy of different levels of pain solutions because you're right—sometimes it's not pain, it's about helping the customer be more efficient, reduce costs, or drive revenue. I've used the doctor analogy before too: you assess the situation and then customize the solution based on where it “hurts” the most. One of the ongoing challenges, though, is that sales and marketing still aren't fully aligned. Why do you think that's been such a persistent issue, and where do you see it heading?Roderick Jefferson (08:14)Because sales speaks French and marketing speaks German. They're close enough that they can kind of understand each other—like ordering a beer or finding a bathroom—but not enough for a meaningful conversation.The core issue is that they're not talking—they're presenting to each other. They're pitching ideas instead of having a dialogue. Marketing says, “Here's what the pitch should look like,” and sales replies, “When's the last time you actually talked to a customer?”They also get stuck in “I think” and “I feel,” and I always tell both groups—those are the two things you cannot say in a joint meeting. No one cares what you think or feel. Instead, say: “Here's what I've seen work,” or “Here's what I've heard from prospects and customers.” That way, the conversation is rooted in data and real-world insight, not opinion or emotion.You might say, “Hey, when we get to slide six in the deck, things get fuzzy and deals stall.” That's something marketing can fix. Or you go to product and say, “I've talked to 10 prospects, and eight of them asked for this feature. Can we move it up in the roadmap?”Or go back to sales and say, “Only 28% of the team is hitting quota because they're struggling with discovery and objection handling.” So enablement and marketing can partner to create role plays, messaging guides, or accreditations. It sounds utopian, but I've actually done this six times over 30 years—it is possible.It's not because I'm the smartest guy in the room—it's because when sales and marketing align around shared definitions and shared goals, real change happens. Go back to MQLs and SQLs. One team says, “We gave you all these leads,” and the other says, “Yeah, but they all sucked.” Then you realize: you haven't even agreed on what a lead is.As a fractional enablement leader, that's the first question I ask: “Can you both define what an MQL and SQL mean to you?” Nine times out of ten, they realize they aren't aligned at all. That's where real progress starts.Once you fix communication, the next phase is collaboration. And what comes out of collaboration is the big one: accountability. That's the word nobody likes—but it's what gets results. You're holding each other to timelines, deliverables, and follow-through.The final phase is orchestration. That's what enablement really does—we connect communication, collaboration, and accountability across the entire go-to-market team so everyone has a voice and a vote.Kerry Curran, RBMA (13:16)You're so smart, and you bring up so many great points—especially around MQLs, SQLs, and the lack of collaboration. There's no unified North Star. Marketing may be focused on MQLs, but those criteria don't always match what moves an MQL to an SQL.There's also no feedback loop. I've seen teams where sales and marketing didn't even talk to each other—but they still complained about each other! I was brought in to help, and I said, “You're adults. It's time to talk to one another.” And you'd think that would be obvious.What I love is that we're starting to see the outdated framework of MQLs as a KPI begin to fade. As you said, it's about identifying a shared goal that everyone can be accountable to. We need to all be paddling in the same direction.Roderick Jefferson (14:16)Exactly. I wouldn't say we're all rowing yet, but we've definitely got our hands in the water, and we're starting to go in the same direction. You can see that North Star flickering out there.And I give big kudos to AI for helping with that. In some ways, it reminds me of social media. Would you agree that social media initially made us less social?Kerry Curran, RBMA (14:27)Yes, totally agree. We can see the North Star.Roderick Jefferson (14:57)Now I'm going to flip that idea on its head: if done right, I believe AI will actually make us more human—and drive more meaningful conversations. I know that sounds crazy, but I have six ways AI can help us do that.First, let's go back to streamlining lead scoring. If we use AI to prioritize leads based on their likelihood to convert, sales can focus efforts on the most promising opportunities. Once we align on those criteria, volume and quality both improve. With confidence comes competence—and vice versa.Second is automating task management. Whether it's data entry, appointment scheduling, or follow-up emails, those repetitive tasks eat up sales time. Less than 30% of a rep's time is spent actually selling. If we offload that admin work, reps can focus on high-value activities—like building relationships, doing discovery, and closing deals.Kerry Curran, RBMA (15:59)Yes! And pre-call planning. Having the time to prepare properly makes a huge difference.Roderick Jefferson (16:19)Exactly. Third is real-time analytics. If marketing and ops can provide sales reps with real-time insights—like funnel data, deal velocity, or content performance—we can start making decisions based on data, not assumptions or feelings.The fourth area is personalized sales coaching. I talk to a lot of leaders, and I'll make a bold statement: most sales leaders don't know how to coach. They either use outdated methods or try to “peanut butter” their advice across the team.But what if we could use AI to analyze calls, emails, and meetings—then provide coaching based on each rep's strengths and weaknesses? Sales leaders could shift from managing to leading.Kerry Curran, RBMA (17:55)Yes, I love that. It would completely elevate team performance.Roderick Jefferson (18:11)Exactly. Fifth is increasing efficiency in the sales process. AI can create proposals, contracts, and other documents, which frees up time for reps to focus on helping—not chasing paperwork. And by streamlining the process, we can qualify faster and avoid wasting time on poor-fit deals.Kerry Curran, RBMA (18:58)Right, and they can focus on the deals that are actually likely to move forward.Roderick Jefferson (19:09)Exactly. And sixth—and most overlooked—is customer success. That's often left out of GTM conversations, but it's critical. We can use AI-powered chatbots and virtual assistants to handle basic inquiries. That frees up CSMs to focus on more strategic tasks like renewals, cross-sell, and upsell.Let's be honest—most CSMs were trained for renewals, not selling. But cross-sell and upsell aren't really selling—they're reselling to warm, happy customers. The better trained and equipped CSMs are, the better your customer retention and growth.Because let's face it—we've all seen it: 90 days before renewal, suddenly a CSM becomes your best friend. Where were they for the last two years? If we get ahead of that and connect all the dots—sales, marketing, CS, and product—guess who wins?The prospect.The customer.The company—because revenue goes up.The employee—because bonuses happen, spiffs get paid, and KPIs are hit.But most importantly, we build customers for life. And that has to start from the very beginning, not just when the CSM steps in at the end.Kerry Curran, RBMA (20:47)Yes, this is so smart. I love that you brought customer success into the conversation. One of the things I love about go-to-market strategy is that it includes lifetime value—upsell and renewal are a critical part of the revenue journey.In my past roles, I've seen teams say, “Well, that's just client services—they don't know how to sell.” But to your point, if we coach them, equip them, and make them comfortable, it can go a long way.Roderick Jefferson (21:34)Absolutely. They become the lifeblood of your business. Yes, you need net-new revenue, but if sales builds this big, beautiful house on the front end and then customers just walk out the back door—what's the point?And I won't even get into the stats—you know them—about how much more expensive it is to acquire a new customer versus retaining one. The key is being human and actually helping.Kerry Curran, RBMA (21:46)Exactly. I love that. It leads perfectly into my next question—because one of the core components of your strategy and presentation was the importance of EQ, or emotional intelligence. Can you talk about why that's so critical?Roderick Jefferson (22:19)Yeah. It really comes down to this: AI can provide content—tons of it, endlessly. It can give you all the data and information in the world. But it still requires a human to provide context. For now, at least. I'm not saying it'll be that way forever, but for now, context is everything.I love analogies, so I'll give you one: it's like making gumbo. You sprinkle in some seasoning here, some spice there. In this case, AI provides the content. Then the human provides the interpretation—context. That's understanding how to use that generated content to reach the right person or company, at the right time, with the right message, in the right tone.What you get is a balanced, powerful approach: IQ + EQ + AI. That's what leads to truly optimal outcomes—if you do it right.Kerry Curran, RBMA (23:19)Yes! I love that. And I love every stage of your process, Roderick—it's so valuable. I know your clients are lucky to work with you.For people listening and thinking, “Yes, I need this,” how do they get started? What's the baseline readiness? How do they begin integrating sales and marketing more effectively—and leveraging AI?Roderick Jefferson (23:34)Thank you so much for that. It really starts with a conversation. Reach out—LinkedIn, social media, my website. And from there, we talk. We get to the core questions: Where are you today? Where have you been? Where are you trying to go? And most importantly: What does success look like?And not just, “What does success look like?” but, “Who is success for?”Then we move into an assessment. I want to talk to every part of the go-to-market team. Because not only do we have French and German—we've also got Dutch, Spanish, and every other language. My job is to become the translator—not just of language, but of dialects and context.“This is what they said, but here's what they meant. And this is what they meant, but here's what they actually need.”Then we dig into what's really going on. Most clients have a sense of what's “broken.” I'm not just looking for the broken parts—I'm looking at what you've already tried. What worked? What didn't? Why or why not?I basically become a persistent four-year-old asking, “Why? But why? But why?” And yes, it gets frustrating—but it's the only way to build a unified GTM team with a shared North Star.Kerry Curran, RBMA (25:32)Yes, I love that. And just to add—sometimes something didn't work not because it was a bad strategy, but because it was evaluated with the wrong KPI or misunderstood entirely.Like a top-of-funnel strategy did work—but the team expected it to generate leads that same month. It takes time. So much of this comes down to digging into the root of the issue, and I love your approach.Roderick Jefferson (26:10)Exactly. And it's also about understanding that every GTM function has different KPIs.If I'm talking to sales, I'm asking about average deal size, quota attainment, deal velocity, win rate, pipeline generation. If I'm talking to sales engineering, they care about number of demos per deal, wins and losses, and number of POCs. Customer success? They care about adoption, churn, CSAT, NPS, lifetime value.My job is to set the North Star and speak in their language—not in “enablement-ese.” Sometimes that means speaking in sales terms, sometimes marketing terms. And I always say, “Assume I know nothing about your job. Spell out your acronyms. Define your terms.”Because over 30 years, I've learned: the same acronym can mean 12 different things at 12 different companies.The goal is to get away from confusion and start finding commonality. When you break down the silos and the masks, you realize we're all working toward the same thing: new, long-term, happy customers for life.Kerry Curran, RBMA (27:55)Yes—thank you, Roderick. I love this. So, how can people find you?Roderick Jefferson (28:00)Funny—I always say if you can't find me on social media, you're not trying to find me.You can reach me at roderickjefferson.com, and you can find my book, Sales Enablement 3.0: The Blueprint to Sales Enablement Excellence and the upcoming Sales 3.0 companion workbook there as well.I'm on LinkedIn as Roderick Jefferson, Instagram and Threads at @roderick_j_associates, YouTube at Roderick Jefferson, and on BlueSky as @voiceofrod.Kerry Curran, RBMA (28:33)Excellent. I'll make sure to include all of that in the show notes—I'm sure this episode will have your phone ringing!Thank you so much, Roderick. I really appreciate you taking the time to join us. This was valuable for me, and I'm sure for the audience as well.Roderick Jefferson (28:40)Ring-a-ling—bring it on! Let's dance. Thank you again. This was an absolute honor, and I'm glad we got the chance to reconnect, Kerry.Kerry Curran, RBMA (28:59)For sure. Thank you—you too.Roderick Jefferson (29:01)Take care, all.Thanks for tuning in. If you're struggling with flat or slowing revenue growth, you're not alone. That's why Revenue Boost: A Marketing Podcast brings you expert insights, actionable strategies, and real-world success stories to help you scale faster.If you're serious about growth, search for us in your favorite podcast directory. Hit follow or subscribe, and leave a five-star rating—it helps us keep the game-changing content coming.New episodes drop regularly. Don't let your revenue growth strategy fall behind. We'll see you soon!

“AI is only as powerful as the data behind it. If you don't trust the inputs, you can't trust the outputs and that's where most companies get stuck. It's not enough to have automation or algorithms; you need quality, transparency, and alignment across your go-to-market motion. That's the difference between tech that looks smart and tech that actually drives revenue.” AI is everywhere but without clean data and strategic alignment, it's just noise. In this episode of Revenue Boost: A Marketing Podcast, titled, Smarter Tech, Sharper Targeting: Fueling Revenue with AI, Data Quality, and GTM Alignment, Demandbase CMO Kelly Hopping joins host Kerry Curran to unpack what it really takes to make AI work for B2B revenue growth. From smarter targeting to scaling with efficiency, Kelly shares how enterprise leaders can leverage AI-powered tools only when grounded in high-quality data and a clearly defined ICP. You'll learn why GTM alignment matters more than ever and how to avoid the pitfalls of disconnected tech stacks and generic automation. If you're building or optimizing your go-to-market engine, this episode is your roadmap to doing it smarter.

“AI can accelerate everything, but if you don't have a clear strategy and alignment across leadership, you're just scaling inefficiency faster. Before you invest in tools or systems, you need to know why they matter, how you'll measure impact, and whether your organization is built to move fast enough to see results.” That's a quote from Mark Goloboy and a sneak peek at today's episode.Welcome to Revenue Boost, A Marketing Podcast. I'm your host, Kerry Curran—revenue growth expert, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, we bring you the strategies, insights, and conversations that help drive your revenue growth. Search for Revenue Boost in your favorite podcast directory and hit subscribe to stay ahead of the game.In a world where AI is evolving faster than your org chart, how do you build a marketing engine that's both smart and scalable? In From Strategy to Speed: Building a Modern Marketing Engine with AI, I sat down with Mark Goloboy, founder of Market Growth Consulting. We unpack how AI is transforming B2B marketing—and why strategy still comes first.From RAG pipelines and LLM optimization to lean team structures and rapid execution, Mark shares what today's business leaders need to know to move fast, stay aligned, and drive measurable growth. If you're tired of the AI hype and ready for more practical ways to accelerate performance, this one's for you.Be sure to listen through to the end, where Mark shares what you need to do to get started building your AI marketing engine today. Let's go!Kerry Curran, RBMA (00:01.359)So welcome, Mark. Please introduce yourself and share your background and expertise.Mark Goloboy (00:07.502)Excellent. Thank you, Kerry, for having me. Mark Goloboy, I'm the founder and CEO of Market Growth Consulting. We provide a variety of services to everything from small businesses to public companies. Our clients range from a private manufacturer north of Boston to global public companies.My background is on the sales-facing side of marketing. I've been the head of demand gen, marketing operations, and marketing analytics as I grew into marketing leadership. About two and a half years ago, I went out on my own to work directly with CEOs to fill in marketing gaps.At smaller companies, we place fractional CMOs and heads of demand gen to lead marketing, filling in subcontractors and agencies to execute. At larger companies, we run projects covering everything from marketing strategy, org strategy, budgeting, go-to-market strategy, and building out systems—we're currently doing a HubSpot to Salesforce and Marketo migration. We also do executive staffing, placing directors through CMOs either as temp-to-perm so clients can try before they buy, or through contingent staffing where if we find the right person, the client hires them for their future marketing leadership.Kerry Curran, RBMA (01:37.057)Excellent. Thank you, Mark. You've seen it all and are still very involved across business challenges and needs from a marketing, demand gen, and go-to-market perspective. There are lots of hot topics we could cover, but what are you hearing the most from your clients today? What's hottest for them?Mark Goloboy (02:03.662)Marketing really grew in 2022 and 2023 in terms of department size. But I think a lot of us felt it—venture-backed companies especially, but really everyone—wanted to get smaller again in 2023 and 2024. That was a painful adjustment across the industry. Now, as we move through 2024 into 2025, everyone is focused on:How do we do more with less? How do we think about fractional or contract roles in areas we never would have previously?That extends into AI-driven marketing, where every leader is looking to be more efficient and scale faster and smarter by using tools that take over some of the marketing workload. The real challenge now for marketing leaders is finding the balance between the people they need to hire, the money they need to spend, and where AI can make them faster, smarter, and more scalable—while still needing human review and strategic oversight.Kerry Curran, RBMA (03:38.947)Yeah, I agree. And you see so many emerging tools. I think if you search for AI in MarTech today, there's been a huge increase in companies claiming to offer something new or different. But AI actually means a lot of different things. You and I were talking earlier about how important it is to dig into the formula and structure behind what's labeled "AI." What are you seeing from that perspective?Mark Goloboy (04:15.054)Well, I think the big challenge, for me at least—I'm a solo entrepreneur running my own business with just myself and no employees—is figuring out how to work efficiently while wearing many hats.I use subcontractors who are experts at what they do, and I hire based on likeability and capability because my clients will keep rehiring me if they like who I bring them and the work gets done right.But because I'm a solo operator, I have to maximize my own productivity. So every day, I start by looking at what's on my plate and ask: "Could AI help me do this faster, better, or more scalably?"Whether it's a deliverable, a proposal, or a project plan, I always pause and think about how AI can be part of the solution—even if it's just for my internal work, not necessarily client-facing marketing.Kerry Curran, RBMA (05:31.545)Thank you.Mark Goloboy (05:43.870)Each of the major frontier models—OpenAI, Google Gemini, Claude, and others—are developing rapidly. Every time I try something, it's a little different, and the outputs are constantly improving.Last week, I had a meeting with a prospect using an ABM tool I had never heard of. I wanted to appear knowledgeable, so I asked OpenAI to compare it to Sixth Sense and Demandbase, which I know well.Within a minute, it gave me four pages of detailed research on each tool, plus a comparison grid. That would have taken a junior marketer on my team two months to produce. That's how fast this technology is evolving.Kerry Curran, RBMA (06:57.549)Yes, same for me. There's so much you can do faster now. You mentioned video editing, and I recently used napkin.ai to turn raw text into beautiful slides. It's such a game-changer for solo entrepreneurs.Mark Goloboy (07:27.790)Exactly. Externally, too, clients come to us with needs, and it's up to us to creatively think: "How can we use AI to deliver this better?"Last year, we trained an AI model to write like a PhD psychologist who had run a department at Columbia Med. Using her writing, interviews, and videos, we trained Google Gemini to mimic her voice—and she couldn't tell which blog posts were hers versus AI-generated.This was mid-2024, when people still said AI content was bland. But we were producing PhD-level work that passed her own review.Kerry Curran, RBMA (08:39.865)Yeah, it's pretty incredible. It helps us do a lot more and get a lot more out of our hours and days—getting smarter and more effective. What are some of the other ways or tools you've developed for your clients to help them with their demand gen and other aspects of business?Mark Goloboy (09:00.270)Yeah, so I joke with my clients that I didn't know what the letters RAG meant in December—but now I do. It stands for Retrieval Augmented Generation. That's about developing agentic pipelines to connect your internal data sources—whether documents, databases, or internal systems—to the large language models (LLMs), so you can move information between them and generate outputs informed not just by public data, but by your own proprietary data.Right now, we're building RAG agentic pipelines for a PR firm, for example. Their CEO prioritized the three use cases that would save their account managers the most time:Meeting scheduling and rescheduling, which wastes hours every week. Contract review, since they're doing placements in major media outlets and need to review hundreds of contracts a month. Media monitoring, summarizing brand mentions across the web and sending daily summaries to clients—something that takes an hour per client per day. By automating these processes, they save massive amounts of time, and as they grow, they don't need to hire as many new account managers.Kerry Curran, RBMA (10:58.467)Yes, that's super valuable. I love that it allows them to free up time to be more strategic instead of bogged down in busywork. So what are some of the steps required for someone to set this up? How did you learn more about creating these pipelines and the RAG system?Mark Goloboy (11:20.398)There are some really good places to learn. The first one I always recommend is the Marketing AI Institute. Paul Roetzer is the founder, and I learn the most from him.Paul and his content lead put out a one-hour podcast every week that breaks down everything that's changed in AI since the last episode. It's incredibly rich information. I usually listen at 1.5x speed and get through it in 40 minutes. I don't care about every topic, but I hear what matters and know where to dive deeper.Beyond that, I follow a few amazing marketers—Liza Adams, Nicole Leffer, and Andy Crestodina—who are brilliant at testing new things and sharing what works. They save me countless hours of trial and error.Kerry Curran, RBMA (12:41.133)Thank you—we'll be sure to include all of those in the show notes as well. One thing you mentioned was that the podcast covers what's changed in just the past week. AI is changing so fast. What should people keep in mind when they're building these tools or leveraging different sources?Mark Goloboy (13:01.336)I'm used to building very permanent, robust systems—CRM, marketing automation, ABM platforms—that are meant to deliver value for years. But with AI, we have to accept that some development is disposable.It's crucial to prioritize effort. We help clients understand: we're not building something that will last 5 years. Some of the code we build today might be obsolete in 6–12 months.For example, OpenAI just launched a new pipeline tool that replaced the one we were using. If we had spent six months building on the old system, it would already be outdated.So we advise clients: build for today's ROI and be ready to pivot constantly. If you're rigid, you'll miss the opportunity.Kerry Curran, RBMA (14:47.747)Yeah, it made me think about how, in a lot of organizations, it takes so long just to get buy-in and approvals to start using new tools. It's a whole culture and mindset shift—especially for marketing leaders.Mark Goloboy (15:07.788)Exactly. I couldn't imagine a one-year approval cycle for an AI project. By the time you'd get sign-off, the tools would have changed and you'd have to start over.You need faster review and approval cycles. Otherwise, AI-driven innovation simply won't be possible.Kerry Curran, RBMA (15:29.475)Yes, definitely. And that's another benefit of bringing someone like you in—you're well-versed in what's changing, and you have the curiosity and experience to guide them through it.Mark Goloboy (15:45.954)Exactly.Kerry Curran, RBMA (15:47.407)So for people listening who want to get started—maybe building custom pipelines or just leveraging AI more—what are the foundations they need to have in place?Mark Goloboy (16:14.830)The most important thing is a good strategy.When we come into companies, often because of turnover—whether it's the CRO, CMO, CEO—they don't have strong alignment on strategy anymore. If you don't have a clear strategy that demands an investment, and you don't know how you'll measure the value of what you're building, you're setting yourself up for failure.So we always start at the strategic level first.We also move fast. If you want a slow project, there are large consulting firms that are happy to take years and millions of dollars. That's not us. We think in three- to six-month project cycles—then we operate and optimize from there.We want to move quickly and get you results now, not years down the road.Kerry Curran, RBMA (18:29.229)That's such an important point. And it ties back to so many of the themes we talk about on this podcast—internal alignment, clear business goals, and unified execution across the organization.One of the tools you mentioned that I think is really fascinating helps address the trend of AI tools becoming new search engines. Can you talk about how you're helping your clients optimize for that?Mark Goloboy (19:19.950)Absolutely. Most of my clients are B2B. And historically, Google was how people found solutions. You wrote your content for Google—end of story.But now, with ChatGPT and other LLMs, people are searching inside AI to get answers. It's shifting fast—from 80/20 Google to maybe 50/50 Google/LLMs within a few years.We partnered with a tool called Brand Luminaire. It analyzes how LLMs like Gemini, Claude, and ChatGPT surface information about your brand and your competitors.Critically, it shows you what sources the LLMs are pulling from. That means you know where to focus your writing, PR, and SEO efforts—not just for Google, but for the LLMs too.It's a massive shift. Brands that don't adapt will lose mindshare at the point of research and decision-making.Kerry Curran, RBMA (22:06.307)That's excellent. It's something all brands are going to need to prioritize as search behavior expands beyond just Google.So this has been great, Mark. Thank you so much for sharing so many practical insights and tools. For people who want to get in touch with you and learn more about your services, where should they go?Mark Goloboy (22:29.454)They can email me directly at mark@marketgrowthconsulting.com—I'm very functional with my branding: market growth consulting is what I do!Or you can find me on LinkedIn—I'm easy to find with my unique last name.Kerry Curran, RBMA (22:46.541)Awesome. We'll put that in the show notes too. Thank you again, Mark, for being here and sharing so much of your expertise.Mark Goloboy (22:55.064)Thank you so much for having me, Kerry.Kerry Curran, RBMA (22:57.071)Thank you.Thanks for tuning in to Revenue Boost: A Marketing Podcast. I hope today's conversation sparked some new ideas and challenged the way you think about how to incorporate AI into your marketing strategy and initiatives.If you're serious about turning marketing into a true revenue driver, this is just the beginning. We've got more insightful conversation, experts, guests, and actionable strategies coming your way. So search for us in your favorite podcast directory and hit subscribe!And hey, if this episode gave you value, share it with a colleague and leave a quick review. It helps more revenue minded leaders like you find the show. Until next time, I'm Kerry Curran, revenue marketing expert helping you connect marketing to growth one episode at a time. We'll see you soon.

"No tech stack, no playbook, no AI prompt is ever going to get you to that ultimate breakthrough that legacy status, that hockey-stick growth. It just won't. What gets you there is brand: your story, your why, and the emotional connection you build with your buyers. No one buys from you because you're great at executing a playbook. They buy because of who you are, what you stand for and ultimately, what you stand for for them.” Lindsay Tjepkema In this episode of Revenue Boost: A Marketing Podcast, titled, Your Brand Is Your Future: Scaling B2B Revenue Beyond Playbooks and Tech Stacks, host Kerry Curran sits down with brand strategist and three-time founder Lindsay Tjepkema to challenge the conventional wisdom dominating B2B go-to-market strategies. Amid the noise of AI, tech stacks, and templated playbooks, Lindsay makes a bold case: brand is the ultimate growth engine and the most overlooked. Together, Kerry and Lindsay unpack why so many B2B leaders are stuck in a cycle of sameness, chasing tools and frameworks while ignoring the emotional resonance that actually drives buyer decisions. Lindsay shares her BRAVE framework and explains how real, human brand storytelling creates clarity, trust, and long-term revenue impact. If you're tired of performance marketing that plateaus, or if your tech stack feels full but your pipeline doesn't this episode will show you why your brand is your future.

In this episode of Confessions of a B2B Entrepreneur, host Tom Hunt and Alan Gleeson, a fractional CMO and co-founder of Contento, delve into the dynamic world of B2B marketing, exploring the evolution of marketing access points and the increasing shift towards paid strategies, the crucial relationship between CMOs and CEOs, effective methods for running lean in SaaS businesses, successful B2B campaign strategies, and opportunities within the headless CMS market. Alan shares his extensive experience working with numerous VC-backed companies, offering valuable insights for navigating the challenges and opportunities in contemporary B2B marketing.

SEO veterans Mike Blumenthal, Greg Sterling, and David Mim continue exploring the pressing questions surrounding Google's role as a utility and its evolving platforms. Focusing on the European search experience, the discussion also revolves around AI's role in modifying search results, and local service ads' impact on user behavior. The talk also touches on how changes in Google's algorithm and business model are propelling a significant decline in traditional website traffic. The guests from Near Media provide expert insights on how businesses can adapt by enhancing the visibility of their services via structured content that appeals directly to these AI-driven formats.  Greg, Mike, and David share their perspectives on AI's potential to redefine consumer interactions with search platforms and marketing methods, while also highlighting the importance of direct customer relationships and authentic experiences.  Key Segments: [00:06:51] EU Tech Regulation and Google's Search Impact [00:10:30] Local SEO and Zero-Click Evolution [00:13:07] EDGE of the Web Title Sponsor: Site Strategics [00:14:00] Impact of Google Local Service Ads [00:17:00] Hotel Ads: Monetization Strategy Insights [00:20:40] Google Tests Enhanced AI Search Feature [00:25:31] Enhancing Local Conversion Strategies [00:29:07] Understanding User Intent in AI [00:32:22] AI's Concierge Era: Worth the Shift? [00:35:57] Tailoring Business Model to Audience Thanks to Our Sponsors! Site Strategics: https://edgeofthewebradio.com/site Follow Our Guests: Mike Blumenthal:  X: @mblumenthal LinkedIn: https://www.linkedin.com/in/mblumenthal/ BlueSky: @mikeblumenthal.bsky.social Greg Sterling LinkedIn: https://www.linkedin.com/in/gregsterling/  David Mihm  LinkedIn: https://linkedin.com/in/davidmihm  Resources https://www.nearmedia.co/dma/google-preliminary-non-compliance-6-5/  https://www.nearmedia.co/dma/google-dma-compliance-2025-03/  https://www.nearmedia.co/dma/eu-home-services-search-behavior/  https://www.nearmedia.co/googles-2nd-local-pack-in-the-eu/ https://www.nearmedia.co/eu-home-services-search-behavior/

“When 70% of consumers say they prefer to buy from brands that reflect their values, inclusive marketing stops being a ‘nice-to-have' it becomes a competitive advantage. Align your marketing dollars with that reality, and you're not just doing the right thing you're unlocking a scalable growth opportunity.” Dennis Tse In this episode of Revenue Boost: A Marketing Podcast, titled, The Future Is Multicultural: How Inclusive Marketing Fuels Revenue Growth, Kerry Curran sits down with Dennis from Sertify to tackle a topic too many executives still overlook: the direct link between inclusive marketing and bottom-line revenue. With 70% of U.S. consumers preferring to buy from brands that reflect their values—and a multicultural majority already emerging in the under-35 demographic—this isn't just a social conversation. It's a business imperative. Dennis breaks down: Why inclusive marketing isn't just ethical, it's profitable The hard data behind shifting demographics and consumer behavior How brands can identify and invest in diverse-owned media partners What readiness looks like to scale inclusive marketing across affiliate, programmatic, and influencer ecosystems If you're a brand leader serious about long-term growth, you can't afford to ignore the multicultural future. Tune in for the insights and strategies to start making inclusive marketing a core part of your revenue plan.

Michal Wachstock is a results-driven marketing leader with a proven track record of building and scaling B2B SaaS companies. From sparking ideas to driving execution, she thrives on developing go-to-market strategies, creating impactful brands and driving customer acquisition and growth. Michal's journey has included spearheading the launch of multiple startups, building high-performing marketing teams from scratch, and driving significant revenue growth through innovative marketing campaigns. With a passion for customer-centricity and a wealth of experience in brand development, digital marketing, and marketing automation, Michal won't rest until a business has achieved its full potential. Website: https://akooda.co  LinkedIn: https://www.linkedin.com/in/michal-wachstock/  YouTube: https://www.youtube.com/@akooda   Shai Alani has over twelve years in marketing, leading global marketing initiatives at Coralogix, revolutionizing AI control. He is passionate about crafting impactful growth marketing solutions in his role as VP of Marketing, encompassing global B2B efforts.  Website: https://coralogix.com/  LinkedIn: https://www.linkedin.com/in/shaialani/  Facebook: https://www.facebook.com/Coralogix/    In this episode, we uncover marketing strategies, AI's impact on marketing, and personalized tactics shared by industry experts, Michal and Shai.    Apply to join our marketing mastermind group: https://notypicalmoments.typeform.com/to/hWLDNgjz   Follow No Typical Moments at: Website: https://notypicalmoments.com/ LinkedIn: https://www.linkedin.com/company/no-typical-moments-llc/ YouTube: https://www.youtube.com/channel/UC4G7csw9j7zpjdASvpMzqUA Instagram: https://www.instagram.com/notypicalmoments Facebook: https://www.facebook.com/NTMoments

Michal Wachstock is a results-driven marketing leader with a proven track record of building and scaling B2B SaaS companies. From sparking ideas to driving execution, she thrives on developing go-to-market strategies, creating impactful brands and driving customer acquisition and growth. Michal's journey has included spearheading the launch of multiple startups, building high-performing marketing teams from scratch, and driving significant revenue growth through innovative marketing campaigns. With a passion for customer-centricity and a wealth of experience in brand development, digital marketing, and marketing automation, Michal won't rest until a business has achieved its full potential. Website: https://akooda.co  LinkedIn: https://www.linkedin.com/in/michal-wachstock/  YouTube: https://www.youtube.com/@akooda   Shai Alani has over twelve years in marketing, leading global marketing initiatives at Coralogix, revolutionizing AI control. He is passionate about crafting impactful growth marketing solutions in his role as VP of Marketing, encompassing global B2B efforts.  Website: https://coralogix.com/  LinkedIn: https://www.linkedin.com/in/shaialani/  Facebook: https://www.facebook.com/Coralogix/    In this episode, we uncover marketing strategies, AI's impact on marketing, and personalized tactics shared by industry experts, Michal and Shai.    Apply to join our marketing mastermind group: https://notypicalmoments.typeform.com/to/hWLDNgjz   Follow No Typical Moments at: Website: https://notypicalmoments.com/ LinkedIn: https://www.linkedin.com/company/no-typical-moments-llc/ YouTube: https://www.youtube.com/channel/UC4G7csw9j7zpjdASvpMzqUA Instagram: https://www.instagram.com/notypicalmoments Facebook: https://www.facebook.com/NTMoments

Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact“Affiliate marketing intersects with every part of your marketing stack—PR, influencer, paid search, content—but too often, it operates in a silo. The real opportunity lies in integrating it into your brand and performance strategy from day one. When you align affiliate with your broader media mix and apply smarter measurement, it stops being just a channel and becomes a strategic growth lever.” That's a quote from Lacie Thompson, an executive at New Engen and founder of LT Partners and a sneak peek at today's episode. Welcome to Revenue Boost: A Marketing Podcast. I'm your host, Kerry Curran—Fractional Chief Growth Officer, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, I bring you the strategies, insights, and conversations that will fuel your revenue growth. So search for Revenue Boost in your favorite podcast directory, and hit subscribe to stay ahead of the game.In this episode, we're pulling back the curtain on one of the most misunderstood and under-leveraged growth drivers in your marketing stack: affiliate marketing. In Redefining Affiliate Marketing Brand Performance for Maximum Revenue Impact, I'm joined by Lacie Thompson—founder of LT Partners and now an executive at New Engen, a top-tier performance marketing agency. We'll talk about why affiliate deserves a seat at your media planning table, how to integrate it with your broader marketing strategy, and how smart brands are using data and measurement to unlock serious revenue impact. So stay tuned through the ad, where Lacie shares how you can get smarter about measuring affiliate and truly integrating it into your broader strategy.Let's go.Kerry Curran, RBMA (00:01.23):So welcome, Lacie. Please introduce yourself and share a bit about your background and expertise.Lacie Thompson (00:06.617):Yeah, thanks so much for having me. I'm Lacie Thompson. My background, before I started LT Partners—an affiliate marketing agency—was in affiliate and digital marketing on the brand side.I was very lucky in the early days to have some really great mentors and leaders. After spending about six years on the brand side and then three years at another startup agency, I started LT Partners in September of 2018. We grew very quickly—very organically, I should add—and were acquired by New Engen, which is a digital marketing agency, in June of 2023.Kerry Curran, RBMA (00:53.998):Excellent. Well, we're so glad to have you here. I've always been very impressed with your success—and congratulations on building your own successful company and getting acquired.I know you've been in the industry a long time and have lots of expertise to share with us. So, to start: when you're talking to other senior executives, marketing leaders, CMOs, what's the buzz you're hearing? What are people talking about today—especially when it comes to affiliate and digital marketing?Lacie Thompson (01:27.459):Yeah, thinking of the big picture—what I found really interesting about New Engen is the way they have grown and adapted over the course of their history. New Engen is about eight or nine years old at this point, but initially started as a tech company. They built a hyper-granular bidding model on top of Google and Meta, primarily.Over time, as those platforms introduced their own algorithms, that technology became a little less important. What they realized when they took a step back was—they were an agency. It was the people helping the brands leverage the technology who were actually making a big impact. So over time, New Engen pivoted to become a performance marketing agency. Then, just before the acquisition of LT Partners, what the New Engen leaders were hearing in the market was a need to stop thinking about marketing in silos of brand and performance—and to bring it all together. Because thinking about it more holistically is where a lot of brands are trying to get. We had seen that in Affiliate very early on. That was a big part of our growth and success—this focus on understanding the incremental value of partnerships and working more closely with the ones that were more incremental. For us, that means introducing brands to new audiences. We had been hyper-focused on that in our "channel"—I use that word in quotes, because there's always debate about whether to call it a channel. But we had been doing that for a long time. So, at the same time that New Engen was pivoting toward a digital marketing solution in the space—we had already been doing that for a long time in affiliate. And they didn't have Affiliate as a capability. So it was a really natural coming together, because our thought process around measurement and how to evaluate how different marketing channels and methodologies create value for brands—whether it's within a branding ecosystem or a performance one—was very aligned. And we need to solve and measure for that across everything. So there was just a lot of strong alignment there.Kerry Curran, RBMA (04:11.03):They were so smart to acquire you—for your success, but also to see the potential of integrating an affiliate strategy into their offering. IWhere you and I have discussed in the past, I also grew up in a performance marketing world: SEO, paid search, paid social, programmatic. And the more I learned about affiliate, the more I realized affiliate needs to be part of these conversations. But what we've seen is that it's really hard to get people—especially those who haven't wrapped their head around affiliate—to recognize the importance, value, and potential of it.Lacie Thompson (05:02.073):Yeah, and I think that's what's really fun for me about the channel. Because affiliate, like I said, there's this debate around whether it's a channel or a mechanism. And I think that's part of why it's difficult for some people to wrap their head around it—because you don't have an ad platform with a campaign structure. It's not like you push a button and things change. It's 50% data analytics and deep insights—and 50% interpersonal relationships and business development of sorts.But what's funny about affiliate is it's actually the one channel that really intersects so many different parts of your marketing stack: influencer, PR, even paid search. Some partners have capabilities that fall under other types of marketing channels. But for some reason, over time, there has been this trend of affiliate-only agencies. And this narrative that you need an affiliate agency—and a separate digital or performance marketing agency—and that the two operate in silos. Oftentimes, they're not as closely connected as they could be if everything were handled under one roof.So I find the irony of that really interesting. It's not common to see digital marketing agencies that have affiliate as a core area of subject matter expertise. And obviously, as someone who's spent most of my digital marketing career in affiliate and partnerships, I found New Engen's interest in that really exciting.I think, as we'll probably talk about here, when we think about measurement, and the amount of budget brands allocate to affiliate marketing—it's so small compared to the impact it can have. And it's exciting to be part of a larger organization that has the infrastructure and teams to help us prove that value with advanced measurement.Kerry Curran, RBMA (07:27.022):Yes, definitely. And I'm excited to talk more about measurement. But we forget that, to your point, there still needs to be more buy-in, education, and understanding of affiliate's value among CMOs and senior marketers.As you said, affiliate is so full-funnel—it covers PR, awareness-building (influencer/creator or mass publications), all the way down to the research phase before purchase.It opens the door to strategic opportunities and conversations. But it's the term "affiliate" that tends to trip people up.Lacie Thompson (08:24.889):Yes, just a couple of weeks ago, we were talking to a potential client, and we actually got into the affiliate portion of the conversation by first talking about performance PR and influencers—and the convergence of brand and performance. That really opened their minds more than saying, "We're here to talk about your affiliate marketing program."What was cool in that conversation—as sometimes happens—is you could just see this light go off where people start to realize this isn't the same affiliate channel marketing that was happening 10 years ago. We're not just a bottom-of-funnel ecosystem. We really have to change the nomenclature and the structure of how we reward partners to evolve past that old, negative perception.Lacie Thompson (09:39.651):So I hope—and I've seen—that the industry is shifting. More and more people are talking about it this way. It's evolving, and that's wonderful to see.Kerry Curran, RBMA (09:52.79):Yes, I agree. And I think the more upper-funnel opportunities—really, the awareness placements—are becoming essential. I know for PR agencies, if they want to be in a top publication, they need to have an affiliate practice within their organization or partner with an affiliate agency. That's been driving a lot of the shift. And obviously, nothing's grown faster than influencers and creators. It's about understanding that there's integration and overlap. There's so much potential. And to your point, it's really important to understand that affiliate's not just toolbars or coupons.Lacie Thompson (10:36.559):Right. The cool thing about affiliate marketing is that you're essentially, as a brand, letting other people tell your story for you, right? And that is so much more powerful for consumers—hearing from an influencer, a media publication, or an editor. Especially editorial publications with strong reputations.People have a lot of trust in those voices. They trust them more than they trust the brand. So we're seeing a shift toward leveraging what your partnerships are saying about you in other marketing channels. That's another cool thing about being part of New Engen: figuring out how to take what an influencer or a content partner like Wirecutter is saying and turn that intocontent that gets in front of your audience through other channels. And I think a lot of people now know that performs much better than just the brand talking about itself.Kerry Curran, RBMA (11:46.412):Yes, I definitely think that third-party endorsement—especially from a trusted source—goes so far. Again, that ties back to what you said about affiliate being a brand strategy as well. You've talked about the shift from performance-only to brand-plus-performance integration. Talk more about how you're approaching that within New Engen and what you're seeing with clients or brands you're speaking with today.Lacie Thompson (12:19.993):Yes, I mean, historically, I grew up in the age of performance marketing, right? We had sophisticated MTAs. We were focused on understanding what the right MTA was, and how to tweak it in order to understand performance. But you get to this point where, when you're hyper-focused on trackable KPIs, you become as efficient as you can be—but you're also not scaling. So internally at New Engen, a lot of what we focused on in the early days were DTC startups that scaled very rapidly, hyper-focused on performance marketing. But then, at a certain point, you reach a plateau. And the way brands have historically thought about brand versus performance is: performance has KPIs we hold to—ROAS, CAC, whatever it is. On the brand side, those don't really exist. You're looking at engagement rates and lots of other indicators. As we've seen the two converge, we've needed to come up with better ways to measure the impact across the board. That's led to our belief that the foundation needs to be measurement—specifically, a mindset shift in how you approach it.You can't rely solely on Google Analytics as your source of truth. You can't rely just on your affiliate tracking platform—or even on some of the other channel platforms. So we believe that, to get past the performance plateau and actually grow your brand, you have to rethink how you're investing your dollars.Kerry Curran, RBMA (14:26.38):That is so smart. What I've seen over the years is that MMMs don't include all the channels—not just affiliate. Media mix modeling often only includes paid touchpoints. So it sounds like you've gotten to a point where you're really able to measure the impact. It's not “Here's your affiliate report over here, and here's your separate search, social, programmatic report.” You're really looking at the data together. So talk a bit more about how you've been able to do that.Lacie Thompson (15:02.307):Yes, our SVP of Analytics, Andrew Richardson, is just incredible. His understanding of the whole ecosystem—I really respect it. Because oftentimes, affiliate gets pushed to the side, like the redheaded stepchild. But he actually really understands it. So when he built our MMM approach, everything includes affiliate. But it goes beyond that. It also includes: How are your competitors impacting your ability to grow? If they're spending more on media, that has a negative impact on you. We've done things in our models that account for factors like: Is it an election year, and how might that affect your business? We're also looking at your brick-and-mortar store performance and how your digital spend is affecting it. So it really depends on the business and its model—what components matter, the time of year, and everything else.Lacie Thompson (16:08.943):Every situation is different. So we want to come to the table with a model that makes sense for each brand. What's really cool—and validating for me—is that early on at LT Partners, we built a proprietary platform called Lift. We believed just looking at the data in the tracking platform wasn't enough to optimize your program. We always believed that how much new traffic a partner drives is indicative of their incrementality. So we pull data from Google Analytics, match it with the tracking platform, and we've built insights and tools for our team to use on top of that data. We optimize toward partners who are introducing brands to new audiences. And with Lift, we have benchmarking data that tells us, on average, what percentage of traffic is new from content partners, coupon partners, or even individual partners.When we talk with enterprise brands that have advanced measurement tools like Measured, Rockerbox, or Northbeam, sometimes they share that data with us. And we often see close alignment between the level of new traffic and the level of incrementality these models show. Same thing with our internal MMMs. So, while we look at multiple KPIs, it's validating to see that our focus on new traffic is supported by broader measurement.That means smaller brands don't necessarily have to spend hundreds of thousands of dollars. There are other ways to optimize toward what's incremental and valuable— and it doesn't have to be a massive lift.Kerry Curran, RBMA (18:34.678):Thank you for sharing that, because there are so many data points. We talk about this all the time—how the customer journey is not linear. There are so many touchpoints. They go back and forth. Being able to measure impression data—like where someone read your article or saw your brand but didn't take action until later—is really important. It's a very normal behavior pattern. And being able to still attribute that back to the publisher matters. I remember hearing about brands cutting their affiliate marketing because they couldn't prove it drove incrementality. But there's this larger lift that you're able to see. It just sounds like it's helping brands get smarter and smarter about how they're investing.Lacie Thompson (19:32.163):Yes, there are really a couple of different buckets when it comes to measurement to think about. One is actually being able to measure the impact—which I think requires a few different angles to get the right perspective on whether your affiliate program or any other channel is driving incremental value, and what that value looks like.Then there's another bucket: how do I optimize a program? How do I drive toward creating more incrementality? And those don't have to be the same things. I think sometimes when I talk about new traffic, or first-click attributed revenue versus last-click attributed revenue, people ask, “Oh my gosh, do you think we should be using first-click attributed revenue as our measurement?” And I'm like, no—that's over here. That's a different conversation. I'm talking about what data we need to look at to try to improve what the measurement says over here. And oftentimes, that means trying to grow first-click attributed revenue because that is typically more incremental than last-click.Kerry Curran, RBMA (20:50.476):Yes, and to your point, it's about looking at different data points and getting smarter. And I think the more we've seen analytics become more advanced—tracking more touchpoints—the more correlation we see between the channels and the impact they have on each other. At the end of the day, that's what makes affiliate so incredibly valuable and important.I've talked in the past about getting affiliate a seat at the planning table. When the brand is thinking about how to allocate budgets—TV, display, programmatic, search, social—affiliate needs to be part of that conversation. Within New Engen, you have that natural organizational structure to foster that. But it's still a challenge for a lot of agencies and brands that aren't looking at it that way.It sounds like it comes down to getting smarter about the data you're evaluating and how all those touchpoints are really driving impact.Lacie Thompson (21:57.435):Well, I think that's the problem. You have this conflicting dynamic within the channel: it's traditionally performance-based, and it's optimized on a last-click basis. You're paying your partners based on whether they drive the last click. And then everyone gets mad when the big partners figure out how to get that last click—and they say the channel isn't incremental. Well, maybe that's because you're hyper-focused on bottom-of-funnel, spend efficiency, and you're not thinking about partnerships strategically. You're not thinking about how to grow the channel or how to measure it appropriately to understand the impact.The last-click performance nature of the channel will never allow you to fully reward the right partners. It will never allow you to fully understand the value of those partners. So, the actual construct of the channel is in conflict with it having a greater impact on your business.Some marketing leaders just say, “I'm going to let it do its thing, be super efficient, and not pay attention to it.” But I think that's a huge miss. When you think about your holistic approach and how to grow your brand, a lot of people say, “Well, it's so small. It's only 10% of my spend.”Well, it could be 15% of your spend—but have twice as much impact—if you thought about doing it differently.Kerry Curran, RBMA (23:28.942):Yes, and that spend is purely attributable. It's usually a commission—or a cost-per-acquisition model—so it's not like other channels where you're spending millions of dollars and may never know the outcome. So, there's still a lot of education that needs to happen. But the brands you work with are lucky to have you out there helping them get smarter. So, thank you. For the people listening who are thinking, “I need to get smarter about this”—what are some of the readiness steps or foundational things they should have in place to better measure affiliate and integrate it into their broader strategy?Lacie Thompson (24:26.095):I think the first step is really just making sure everything is set up properly. Do you have your UTMs set up—assuming you're using GA, which most people are? Some people use Adobe or other sources of truth, but most still have GA.There are obviously nuances and other ways to do it, but in general, you should make sure that your UTMs are structured appropriately within your affiliate program so everything flows into Google Analytics in a way that lets you match it up with your platform data.Otherwise, you're missing visibility into traffic driven by partner—relative to one another. You might also miss out on more advanced attribution models. That's the foundation to build on top of if you want to optimize your partnerships more thoughtfully.It's also very important to have that data available to share with the partners. Publishers don't know how much new traffic they're sending you. They don't get that feedback loop. The way we think about the data isn't just for internal use—we want to share it.We want to show partners the KPIs that are most valuable to the brand and ask: What can we do together to improve these metrics? If you give them that information, many partners are creative and clever and can come up with great solutions.But a lot of them have been trained to focus on the last click, maybe a higher conversion rate or AOV. And that training does a disservice to the partnership if you're not giving them better insight—and helping them succeed in ways that also help you.Kerry Curran, RBMA (26:36.182):Yes, definitely. To your point, all of it helps companies and brands drive better results and outcomes. So it's about having the right data—and doing smarter things with it.So thank you so much, Lacie. How can people find you?Lacie Thompson (26:52.731):I feel like I'm everywhere! I'm on LinkedIn, you can email me, text me—I'm always available to chat. I'm always happy to help. I love finding ways to improve the industry holistically.I'm happy to give advice—or I love hearing what other people are doing that's cool and unique and special. I love collaborating with other brands. I'm one of those people who doesn't really say no to talking about anything, anytime.You never know where conversations might lead, so please reach out if you want to chat.Kerry Curran, RBMA (27:41.73):Definitely. Well, thank you. I'll be sure to include all that information in the show notes. I really appreciate your time. I've enjoyed our conversation and look forward to having you on again in the future. Thanks, Lacie.Lacie Thompson (27:53.859):Amazing. Thank you so much, Kerry.Kerry Curran, RBMA Thanks for tuning in to Revenue Boost: a Marketing Podcast. I hope today's conversation sparked some new ideas and challenged the way you think about affiliate performance and full funnel growth.If you're serious about turning marketing into a true revenue driver, this is just the beginning. We've got more insightful conversations, expert guests and actionable strategies coming your way. So search for us in your favorite podcast directory and hit subscribe. And hey, if this episode gave you value, share it with a colleague and leave a quick review. It helps more revenue minded leaders like you find our show.Until next time, I'm Kerry Curran, helping you connect marketing to growth, one episode at a time. We'll see you soon.

The Future of Integrated Media – Smarter Digital Marketing for Revenue Growth"It's no longer about winning the channel; it's about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today's consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth." That's a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peak at today's episode. In this episode The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth I  sat down with Sammy Rubin, VP of Integrated Media at Wpromote, to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth.With budgets tightening and expectations rising, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the need for brands to unify their internal teams, leverage data-driven decision-making, and test integrated strategies that align with evolving consumer behaviors to drive sustainable revenue growth. Be sure to stay until the end when Sammy shares what you need to start optimizing integrated media asap! Are you ready to take your marketing strategy to the next level! Let's go! Kerry Curran, RBMA (00:01.186)So, welcome, Sammy. Please introduce yourself and share your background and expertise.Sammy Rubin (00:07.025)Thank you so much for having me. I'm Sammy Rubin, VP of Integrated Media at Wpromote, a leading independent marketing agency. I do everything from consumer insights and category intelligence to media planning and buying. Everything we do is underpinned by industry-leading intelligence, and we have an amazing creative team as well. So, we really support clients in achieving their business goals through all aspects of our work.In my role as VP of Integrated Media, I oversee the teams developing integrated strategies for our clients—everything from CPG to retail to entertainment. I have the privilege of being part of these teams and helping to guide what we take to market.Just a bit more background about me: I've been on the agency side my whole career and have had the privilege of working with some amazing brands. I've partnered with disruptor brands like SoulCycle and Yasso Frozen Greek Yogurt (which is always stocked in my freezer), as well as Fortune 500 companies like Nike and WarnerMedia. I started as a paid search manager, and it's been an incredible journey evolving from a single-channel focus to an integrated media leadership role.It's been amazing to watch media evolve and see how having an integrated media lead on your business is a no-brainer. It provides a holistic view of how all marketing investments contribute to business results—which is what we're all rallying around today.Kerry Curran, RBMA (01:51.15)Thanks, Sammy. I'm so excited to have you and hear about what you're seeing, hearing, and doing these days. We're such kindred spirits—I also grew up in the performance media world. I actually started as an SEO manager because, at the time, paid search was still new. But you're right—there has been so much evolution, and the channels are constantly changing and getting smarter.To your point, you can't just have a single-channel approach or strategy anymore. I love your integrated media role. You must get to see it all. What trends are you seeing these days?Sammy Rubin (02:33.041)Yes, my focus over the past 18 months or so has really been on commerce. There are many definitions of commerce in this space right now, but what I mean is partnering with brands that have direct-to-consumer objectives—whether through e-commerce, their own brick-and-mortar stores, or wholesale retail relationships, including Amazon.When it comes to commerce, what we're finding—back to the point of integration—is that it's no longer about winning the channel; it's about winning the customer. And when I say "channel," I mean both media and sales channels. Clients have sales objectives across different retailers and distribution points, but if we do our jobs right as marketers—effectively reaching the right audiences with the right message and high-impact creative—it lifts all ships.We see this reflected in data and our own behaviors. You and I, like most consumers, search on social media, pre-validate in-store purchases on Amazon or Reddit, and then take the next step. So, it's really important for brands to take a customer-first approach—understanding where they show up and ensuring their creative is more critical than ever before.I think the latest eMarketer stats show that adults in the U.S. spend over 13 hours a day with media. That's a lot. Like, what else do we do? Sleep? I know I get eight hours of sleep every night—at least, all my trackers tell me that. But if we're spending that much time with media, exposure alone is no longer enough. We need to drive engagement.That's where creative is the new media targeting—it's the new media strategy for many environments. In Meta's algorithm, over 50% of what you pay is based on projected creative engagement and other creative-related factors. As brands, we must show up consistently across platforms because customers bounce from place to place.Kerry Curran, RBMA (04:05.422)That's a lot—all our waking hours!Sammy Rubin (04:24.349)Exactly! And advanced measurement plays a big role here. Consumers will purchase wherever it's convenient—whether that's Amazon, TikTok, or in-store. We're launching TikTok Shops for many clients, and having an integrated measurement approach helps avoid the blind spots created by siloed data.For example, we often see a CTV campaign or a social program funded by a DTC marketing team drive sales at Walmart or Amazon stores. That's because, to the customer, those distinctions are irrelevant—unless there's a specific offer tied to the channel.We build high-velocity media mix models for our clients through our proprietary tech platform, Polaris. This platform integrates foundational reporting, media mix modeling, and incrementality test design, helping us showcase the impact of different media activities on various business outcomes.Kerry Curran, RBMA (06:25.41)Yes, I love that. The holistic experience is key. Customers don't care if an ad is on Meta or Google, and they likely won't even remember where they first saw it.I was just recording another episode on media mix modeling and attribution. The point made there was that we're going back to measuring impressions and the importance of creative—because it provokes an emotional response and drives action. But we can't control what action they take. We just have to ensure our brands are out there, engaging, and driving conversions.Sammy Rubin (07:13.437)Exactly! It's about reframing high-intent actions. Are we seeing an increase in Instagram profile views? Organic social video views? These are proxies for site traffic. For many audiences, especially Gen Z, social media is the new website.Kerry Curran, RBMA (07:41.198)Right.Sammy Rubin (07:43.121)And that perspective needs to be incorporated into measurement strategies.Kerry Curran, RBMA (07:49.486)That's such a great point. You also mentioned retail media—when you and I started, it wasn't a thing. Now, it dominates strategy and investment dollars. How are you incorporating that shift into your clients' strategies?Sammy Rubin (08:15.781)Retail media investment growth is astronomical. Retailers have turned into media conglomerates, and they want a bigger share of total marketing budgets—not just retail budgets. They now offer influencer marketing, off-site paid search via Google and TikTok, first-party retail data, and closed-loop measurement.Retail media is just media. We know that brands have historically driven sales across all retail doors through broad awareness campaigns. That still holds true today. Clients now ask us whether they should invest directly with retailers or take a broader media mix approach.We recently ran a matched-market test for a client, exposing certain markets to media activations while holding others out. We drove measurable 10-20% sales lift in those markets without retail media—proving that broader media strategies can also drive retail results.Kerry Curran, RBMA (10:45.016)Wow. Yeah.Sammy Rubin (11:00.923)We're constantly testing to see what works for our clients. What works for one brand might not work for another. But with everything being retail media, the role of an integrated media strategist is to figure out the right places and spaces to activate and how to hold those dollars accountable for achieving objectives.Kerry Curran, RBMA (11:21.432)I love that example and the market testing approach because brands' budgets are getting smaller, yet we're all expected to do more with less. It's about driving effectiveness and efficiency and figuring out how to do it. To your point, if you don't have the budget, you can't just dump everything into the retailer—you have to get smarter and more strategic.So much of this revolves around consumer behavior and what they're going to do. I know this shift—thinking more about consumer behavior versus channel targeting—is a big one for clients. How are you educating them and pushing for that integration?Sammy Rubin (12:11.567)Yes, it really depends on the brand. The internal organizational structure can vary drastically, even among brands within the same vertical or of the same size.For example, we have CPG brands that have both a D2C marketing lead and a retail marketing lead. Others have a D2C marketing lead, a retail e-commerce lead, and a shopper lead.Or, we might have a brand with a brand marketing lead, a performance and growth marketing lead, and a retail lead. There's no standardization in terms of which teams drive which commerce objectives.But in every case, what's required is an integrated media mix to drive those different commerce objectives—whether direct-to-consumer, e-commerce, in-store, or retail. All of these teams start circling around the same media platforms and creative messaging but in service of different financial goals tied to different commerce channels.When that happens, resources are duplicated, and creative production multiplies.Kerry Curran, RBMA (13:31.138)Yes, they start competing with each other.Sammy Rubin (13:36.101)Exactly. And I don't know what the incentive structure looks like behind the scenes, but it likely plays a role in who wants control over what.The bigger issue is the blind spots in measurement when there's no unification or transparency across data, activation schedules, or even simple things like campaign calendars.For instance, if the DTC team is running a massive CTV activation but the team managing Amazon retail media or brand search isn't aware, they might not adjust their investments to capture that demand.Having remarketing audiences set up properly and ensuring synergy between teams is crucial for marketing efficiency. And that requires unification.I won't sugarcoat it—it's challenging work. Many brands have legacy structures and long-established ways of working. But the data doesn't lie.At the end of the day, all these different marketing stakeholders are laddering up to a single point of accountability—the CMO, the VP of Marketing, or another senior leader.The CFO obviously cares too, right? They want to maximize the return on marketing investments and find efficiencies.So, we're building operating models to unify teams internally, especially across planning. What are the different goals, product priorities, budgets, and audiences? These will often be different for each team, but by coming together in an integrated planning session, we can align efforts.That way, teams can draft off each other's impact, shift certain responsibilities where needed, and ensure media dollars are deployed strategically. From a measurement perspective, we then report on both individual and collective goals.We also do more integrated reporting and measurement. What's the halo effect of different media tactics on different commerce channels?For example, we've seen cases where a retail client scaled back social media, and the Amazon team later reported a bad sales week. When teams don't communicate, they don't realize the relationship between social media in the market and performance across different distribution channels.Using data as a unifying factor is so important. It sounds obvious, but truly building that data foundation is critical.Kerry Curran, RBMA (16:36.076)Yes, I've seen exactly what you're talking about—when internal teams don't share their strategies, they either compete or lack alignment.Your consultative approach—bringing an organizational and data framework to clients—must be invaluable for improving efficiency and effectiveness. I love that your clients are listening and working with you to optimize.You also have a solution to unify this data. Can you share more about your data platform?Sammy Rubin (17:38.973)Yes, at Wpromote, our proprietary tech platform is called Polaris. It serves as the foundation for all our standard media reporting.We have over 100 API connections with various media and data sources. We use this to build an integrated data taxonomy—not the most exciting topic, but extremely important—so we can see all our data in one place.On top of that, we can layer in advanced analyses, including media mix modeling, incrementality test design, and scenario planning. For example, if we launch a new media channel, scale back an existing one, or receive additional budget, how can we best optimize our investments?Sammy Rubin (18:38.141)Once we have that data foundation, we can integrate additional factors like pricing data and promotional data to enhance modeling. This allows us to distinguish the impact of media versus price or distribution as key levers in achieving business goals.It's all about moving from crawl to walk to run, but it's entirely attainable with the right data infrastructure.When I joined Wpromote in 2020, one of my first priorities was building our media strategy department to help clients achieve holistic business results.It's one thing to have integrated measurement and insight presentations, but actually moving dollars and stewarding budgets across the entire media mix is critical.Our media strategists lead this effort, ensuring innovation while leveraging the right mix of people, technology, and processes to drive success.That's how we help our clients.Kerry Curran, RBMA (20:02.734)It's so valuable. As you were talking, I kept thinking about how not only the media channels have evolved but also how data has evolved.Marketers are getting smarter, brands are targeting audiences more effectively, and investments are working harder.This has been so helpful—thank you for sharing your expertise.For listeners who want to get started, what's the first step you'd recommend for brands looking to optimize and integrate their media strategies?Sammy Rubin (20:42.545)Step one: Have a conversation with all your internal counterparts who oversee different marketing investments and priorities.Get a full picture of all media currently in-market—or planned—to identify synergies.See where you might unlock value by integrating investments across teams. Often, the same media partner is being leveraged by multiple teams, but they're working in silos.Then, start building integrated media reporting.You don't need API connections or advanced modeling on day one. Just align on KPIs, how teams measure success, and how media investments are being attributed.Once you identify trends—like, "Hey, two weeks ago, this team ran a large CTV activation, and we saw a lift"—you can start applying causal impact modeling to confirm relationships.Kerry Curran, RBMA (22:30.85)I love that. Sammy, thank you so much. This has been so valuable.How can people find you?Sammy Rubin (22:47.355)Find me on LinkedIn—Sammy Frankel Rubin—or through Wpromote. If anything we discussed today sounds interesting, feel free to reach out.Kerry Curran, RBMA (22:59.918)Excellent! Thank you so much, Sammy. Looking forward to speaking again soon!Sammy Rubin (23:05.51)You too—thanks so much!

This is going to be big. SEO Week 2025 is happening at the end of this month!.  Held from April 28th to May 1st in New York City, this conference brings together a powerhouse of 40+ speakers to discuss the seismic shifts in SEO, including generative AI and its profound implications on search dynamics. Join Erin Sparks, Garrett Sussman, and Mike King as they share tales from the frontlines of SEO innovation. The conference is set to be groundbreaking. Thematic days are focused on the Science, Psychology, Ecosystem, and Future of SEO. Special guest Will Critchlow joins us with his fascinating take on how AI-powered searches are subtly yet drastically altering E-commerce strategy, giving a sneak peek into what to expect at the NYC event. Hold on tight because this isn't just a conference—it's a seismic shift poised to redefine SEO. Lily Ray, JR Oakes, and Jori Ford join the show and share a bit of their presentations that will happen at the conference. Get their takes on how important this conference is set to be! Ready to transform your SEO perspective? Tune in for the full scoop on how to snag a ticket, and don't miss the chance to join us and the leading minds in search at this one-of-a-kind event! We have a free, full-week ticket giveaway for SEO Week! Simply share the EDGE of the Web LinkedIn post to enter a raffle for a full ride to the biggest SEO conference in recent history! Key Segments: [00:00:34] Introducing SEO Week: April 28 - May 1 [00:01:13] Mike King and Garrett Sussman of iPullRank [00:01:33] What is Different about this Conference? [00:03:58] Themes of the Conference [00:05:17] Speaker Insight: Will Critchlow, Ecommerce SEO [00:14:26]  SEO Week: Cindy Krum [00:15:19] SEO Week: Tom Critchlow [00:15:57] Speaker Insight: Lily Ray, History of Google [00:21:32] EDGE of the Web Ticket Giveaway! $1200 Value [00:24:54] SEO Week: Wil Reynolds [00:25:28] Speaker Insight: JR Oakes, LLMs and AI [00:26:15] SEO Week: Crystal Carter [00:35:01] SEO Week: Aleyda Solis [00:38:26] Speaker Insight: Jori Ford, Crawler Logs for SEO [00:48:26] SEO Week: Ross Simmonds [00:49:11] SEO Week: Devin Bramhall [00:50:32] Mike King: Relevance Engineering [00:55:00] The SEO Gestalt - Learn about it in New York [00:58:07] Some of the Line Up of Speakers Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Resources: SEO Week EDGE of the Web LinkedIn page (for the giveaway!)

"It's no longer about winning the channel; it's about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today's consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth."That's a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peek at today's episode. In The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth, Kerry sits down with Sammy to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth. With tightening budgets and rising expectations, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the importance of unifying internal teams, leveraging data-driven decision-making, and testing integrated strategies that align with evolving consumer behaviors to drive measurable results. 

From Social to Strategy: How Smart Organic Content Fuels Consumer Interest & Revenue Growth"Brands need to stop thinking of themselves as the center of the conversation and start putting their audience first. If you focus on fulfilling their interests—whether through information, education, or entertainment—you're not chasing engagement anymore. You're creating value, and that's what drives real organic growth." That's a quote from Clayton McLaughlin and a sneak peek at today's episode. Hey there! I'm Kerry Curran—revenue growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast.

When the world's moving at warp speed, how do you stay relevant—especially with an audience that hates being marketed to? Just ask Adam Walden, VP of Brand & Corporate Marketing at GitHub. As AI rewrites the rules of software development, Walden shares how his team earns trust from skeptical developers by embedding marketing within product teams, embracing a “Possibility Mindset,” and crafting platform-native content that fits closed ecosystems. He also dives into how AI is reshaping both the developer experience and marketing execution—with AI agents poised to transform how teams build and run campaigns.

On this week's episode,  Jenn Gore turns the tables and interviews Maria for a change! They talk about what marketing looks like in 2025, why you should be cautious when adjusting your marketing spend, how advertising in just one channel is no longer enough, and the reason you should treat your SEO agency as a partner. Get in touch with Maria at https://lawrank.com/ Get in touch with Jenn at https://atlinjurylawgroup.com/ or https://sweetjames.com/ Guest Maria Monroy (@marialawrank on Instagram) is the Co-founder and President of LawRank, a leading SEO company for law firms since 2013. She has a knack for breaking down complex topics to make them more easily accessible and started Tip the Scales to share her knowledge with listeners like you. Host Jennifer Gore (@jenngorelawyer on Instagram) is an attorney and founder of Atlanta Personal Injury Law Group. Her firm was recognized on the Inc 5000 list of Fastest Growing Companies in the US in 2022 and 2023. She is also one of the co-authors of the book “Tiger Tactics CEO Edition”. Jenn most recently became managing partner at Sweet James Accident Attorneys. _____ LawRank grows your law firm with SEO Our clients saw a 384% increase in first-time calls and a 603% growth in traffic in 12 months. Get your free competitor report at https://lawrank.com/report. Subscribe to us on your favorite podcast app Rate us 5 stars on iTunes and Spotify Watch us on YouTube Follow us on Instagram and TikTok

On this week's episode,  Jenn Gore turns the tables and interviews Maria for a change! They talk about what marketing looks like in 2025, why you should be cautious when adjusting your marketing spend, how advertising in just one channel is no longer enough, and the reason you should treat your SEO agency as a partner. Get in touch with Maria at https://lawrank.com/ Get in touch with Jenn at https://atlinjurylawgroup.com/ or https://sweetjames.com/ Guest Maria Monroy (@marialawrank on Instagram) is the Co-founder and President of LawRank, a leading SEO company for law firms since 2013. She has a knack for breaking down complex topics to make them more easily accessible and started Tip the Scales to share her knowledge with listeners like you. Host Jennifer Gore (@jenngorelawyer on Instagram) is an attorney and founder of Atlanta Personal Injury Law Group. Her firm was recognized on the Inc 5000 list of Fastest Growing Companies in the US in 2022 and 2023. She is also one of the co-authors of the book “Tiger Tactics CEO Edition”. Jenn most recently became managing partner at Sweet James Accident Attorneys. _____ LawRank grows your law firm with SEO Our clients saw a 384% increase in first-time calls and a 603% growth in traffic in 12 months. Get your free competitor report at https://lawrank.com/report. Subscribe to us on your favorite podcast app Rate us 5 stars on iTunes and Spotify Watch us on YouTube Follow us on Instagram and TikTok

Smarter Marketing Measurement: Your Competitive Edge for Revenue Growth"The big ‘aha' moment for most marketers comes when they cut something they thought was working, wait 30 or 60 days, and see that sales remain exactly the same. That realization—that they were spending money on something with zero impact—can be both eye-opening and unsettling." – That's a quote from  Jeff Greenfield, CEO of Provalytics and a sneak peak at today's episode. Today, we're diving deep into one of the most critical challenges in modern marketing: measurement.How do you know if your marketing dollars are truly driving revenue? Are you making data-driven decisions—or just guessing? In today's episode Smarter Marketing Measurement – Your Competitive Edge for Revenue Growth, I'm joined by Jeff Greenfield, CEO and co-founder of Provalytics.In this episode, Jeff and I discuss:✔️ Why most marketing measurement is broken—and how to fix it✔️ The impact of upper-funnel branding and how to prove its ROI✔️ How AI and machine learning are transforming attribution✔️ How to align marketing and finance using a single source of truthBe sure to listen to the end where Jeff shares actionable steps to improve your measurement strategy today!Are you ready to take your marketing strategy to the next level! Let's go! Kerry Curran (00:01.144)So welcome, Jeff. Please introduce yourself and share a bit about your background and expertise.Jeff Greenfield (00:07.758)I'm Jeff Greenfield. I am the co-founder and CEO of Provalytics, an AI-driven attribution platform. Since 2008, I've been in this space to answer that old question from John Wanamaker: "Half the money I spend on advertising is wasted. The only problem is, I don't know which half." Since 2008, I've been helping marketers and brands determine which half is wasted and how to redeploy those existing funds to increase their return on investment.Kerry Curran (00:45.678)Excellent. We're excited to hear everything you know about analytics, data, and attribution. So tell us—when your prospects or brands call you for the first time, what are some of the business challenges they face that make them realize they need your help?Jeff Greenfield (01:06.432)I'd say one of the top challenges is the concept of overcounting. Most marketers operate in more than one channel—typically five or six or more. Each channel has its own way of counting. The best way to think about it is that when you're advertising on Meta, they don't know that you're also on TV. They don't know that you're on Google. Criteo doesn't know that you're on Amazon.Kerry Curran (01:17.742)Mm-hmm.Jeff Greenfield (01:33.294)If you have a thousand orders in a day and you're working across five partners, when you add up all their data, it may actually tell you that you had 5,000 orders. So, overcounting is a major issue. Marketers often ask, “How do I figure out all this math?”Another big challenge is knowing that, as a marketer, you hear anecdotally that channels like connected television (CTV) and podcast advertising work for brands similar to yours. Yet, when you try them, you don't see results, and you wonder, “What's the magic? How is it working for them, but not for me?” You don't see the numbers going up, and you're trying to figure out why.Finally, one of the biggest challenges is the constant tension between marketing and finance. Finance teams are heavy on math, and they often talk about marketers under their breath, saying we don't understand how math works. Meanwhile, marketers think finance doesn't understand how marketing works. This disconnect is critical because finance controls the budget. If you want more budget, you have to speak their language. Those tend to be the biggest issues.Kerry Curran (02:57.442)Yeah, it's definitely a challenge. I'm nodding and laughing because we all know that CFOs are the hardest to convince of marketing's value—especially for upper-funnel initiatives. I believe in the rising tide lifting all ships when it comes to marketing, but you're right. If you can't align investment at the channel level or prove overall impact, it becomes much harder to justify.You're helping clients identify the sources of traffic and revenue. How do you solve for this? How are you helping them build out a single source of truth?Jeff Greenfield (03:47.534)That's the key—figuring it out. One issue within organizations is that, going back to my earlier example, if a company has five agencies, each agency is using its own methodology. They rely on platform metrics, their own internal metrics, and the marketing team's metrics. So, if each agency uses three different methods, and then finance has its own, that means the company has 15 or 16 different sources of truth.Kerry Curran (03:56.077)Yeah.Jeff Greenfield (04:17.358)This becomes a huge issue. We solve it using a statistical, machine-learning, AI-driven approach.Back in 2008, when I built C3 Metrics, we could collect 100% of the data—all website data, third-party data, and impression data. We could track an end-to-end trail, with date and timestamp, whenever someone converted.Then, privacy regulations changed everything. Facebook, YouTube, iOS—they all said, “You can't have impression data anymore.” Now, there are more data gaps than available data. So, we had to ask, “How do we fill these gaps?” That's where statistics, machine learning, and AI come in.The great thing is that we no longer need user-level first-party data. AI has become so advanced that all we need is daily aggregated marketing data from platforms and separate conversion data. We can link them together.This allows us to connect digital and traditional channels to digital KPIs—whether on a company's website, Amazon, or other marketplaces. We can even connect marketing impressions to individual scripts written each day.We're now in a privacy-centric world. We're not tracking at the user level, but because of stronger math and faster computers, we can achieve insights that were previously impossible.Kerry Curran (06:26.286)That's incredible. You bring up so many examples of how difficult it is to track conversions and touchpoints, and to demonstrate a channel's benefit and halo effect. So, break it down—how do you help brands, as you've said before, measure the unmeasurable?Jeff Greenfield (06:54.636)It's really about understanding how different channels impact one another.I was talking earlier today with a TV agency for one of our clients, and I reminded them how much things have shifted. Years ago, direct response TV ads would say, “This product is only available through this 800 number—limited supplies!” People would stop what they were doing and call.Now, consumers know they have options. They can visit the website, check Amazon, or walk into Walmart. The challenge is understanding how media in one channel influences conversions in another.For example, a brand might run TV ads directing viewers to their website, but most people actually go to Amazon instead.The biggest way we help brands is by taking data through a step-by-step process. First, we align the internal marketing team, because this is a new way of looking at data. Insights may feel uncomfortable at first—because they challenge assumptions.Then, we work with agencies. Brands hire search agencies to follow Google's guidance. But when you're advertising in 20 different places, you need to shift focus. Convincing agencies to adopt a new methodology takes time.Once everyone is aligned, we integrate the data into internal dashboards. This is where things get exciting—the CMO or VP of Marketing can go to finance and say, “Look at the dashboard. The numbers add up. Overcounting is fixed. The halo effect is accounted for.”And that's how you, as a marketer, get a bigger budget to grow the brand.Kerry Curran (10:34.094)That's so smart. Change management is one of the hardest parts of implementing new strategies, especially in marketing. How do you convince marketers, agencies, and CFOs to trust your data?Jeff Greenfield (11:04.142)Great question. Unlike old attribution models, which weren't incremental, our data is fully incremental.To build trust, we back-test all data. We validate models using a method called K-fold testing. Instead of withholding a full month of data, we train the model with a month's data but hold back different portions across multiple tests. This lets us validate the model while keeping recent data.But the real proof comes when marketers act on our insights. The moment they cut a campaign they thought was working, and 30–60 days later, sales remain unchanged—that's the aha moment.Here's the transcript with only grammar corrections, ensuring clarity while maintaining the original tone and intent:  Jeff Greenfield (11:04.142)Well, that's a great question. Unlike the days of attribution—where the big complaint was that it was never incremental—our data is entirely based on incrementality. Everything we do is incremental. One of the ways we convince people of this is by back-testing all the data to validate the models.Kerry Curran (11:05.688)You.Kerry Curran (11:11.054)Mm-hmm.Jeff Greenfield (11:33.986)What I mean by that is, if you go back to the old days of marketing mix modeling, you would use about three years' worth of data. The last month of data would be held back, and then you would ask the model to predict the revenue for that most recent month. You could then compare the prediction with actual revenue to assess how well the model worked, which helped build confidence in the results. However, those results were based on a three-year period and were primarily used for planning the next year.Kerry Curran (12:03.832)Mm-hmm.Jeff Greenfield (12:04.158)But marketers today are most interested in what happened in the last month or even the last week. We don't want to hold back that data. There's been a lot of work in machine learning and AI to validate models while still providing the most recent insights.A technique called K-fold testing was developed for this purpose. It involves training the model using a month's worth of data while holding back a portion of the days. For example, we might hold back the revenue, leads, or add-to-cart data for 20% of the days and ask the model to predict those values. Then we repeat the process, holding back a different 20%, and do this five times. By the end, we've held back 100% of the data at different points, allowing us to fully validate the model's accuracy.Even though we can show a chart demonstrating that the model predicts outcomes with, say, 93% accuracy, nothing beats real-world testing. If the model suggests that a campaign isn't producing the expected results and recommends cutting it by 50%, we can test that recommendation by actually reducing the spend and observing what happens.Kerry Curran (13:11.758)Mm-hmm.Jeff Greenfield (13:26.816)The big “aha” moment for most marketers comes when they cut something they thought was working, wait 30 or 60 days, and see that sales remain exactly the same. That realization—that they were spending money on something with zero impact—can be both eye-opening and unsettling.The truth is, if you're not using analytics at this scale, much of what you're doing may have little to no impact. That's the first thing to recognize. But it's also important to understand that you didn't know any better before. The focus should always be on improving and moving forward. The best way to build trust in the model is to first show how well it predicts outcomes, and then implement the recommendations to see the results in action.Kerry Curran (14:18.946)Yeah, that's so smart. I love how you're able to prove the impact of your model and show how it works. It's a challenge to truly understand what's working in marketing.One of the things we've discussed before is the impact of branding initiatives and how different channels influence the bottom line. How are you uncovering those insights for marketers, especially in channels where there's less of a direct click path?Jeff Greenfield (14:54.636)First off, I think many marketers who have only worked in digital marketing have a warped view of how marketing actually functions. I blame Google Analytics for this because it's entirely click-based.Many marketers believe that we invest dollars to buy clicks, and clicks lead to sales—that's how marketing works. But that's actually not how marketing works.The click is the last thing that happens. What we do as marketers is invest dollars to buy eyeballs, which we call impressions. We buy impressions to capture attention. The job of those impressions is to build awareness, and when awareness is built up enough, people will take action—whether that's visiting a store or, in today's world, clicking on a website.For most brands today, their "store" is online, meaning clicks lead to conversions. But the hyper-focus on clicks—driven by Google, Meta, and other digital platforms—has pushed marketing dollars toward the lower funnel, at the expense of brand-building efforts.Kerry Curran (16:22.126)Mm-hmm.Jeff Greenfield (16:22.242)And that's a problem because the lower funnel is the most competitive space. It's a bidding war. If you spend the same budget this year as last year on a particular channel, you'll likely get fewer clicks because the cost per click keeps rising. Just look at Meta's and Google's earnings reports—they keep increasing because advertisers are stuck in this lower-funnel trap.Kerry Curran (16:42.232)[Laughs] Mm-hmm.Jeff Greenfield (16:50.102)Larger brands are catching on. They're moving up the funnel. Investing in upper-funnel marketing is the gift that keeps on giving because your funnel stays full. It delivers returns at twice the rate of lower-funnel tactics.We measure this by focusing on how marketing actually works—tracking impressions rather than just clicks. Our impression-centric model allows us to compare different channels—linear TV, CTV, direct mail, paid social, and more—on an apples-to-apples basis.Branding efforts often take longer to show impact, but we track multiple KPIs, not just revenue. We incorporate leading indicators, such as website traffic, call center volume, and other engagement metrics, to capture branding's long-term effects.Branding has always been critical, but now it's finally being recognized as the key to long-term growth.Kerry Curran (18:40.856)Mm-hmm.Kerry Curran (18:44.812)Yes, I completely agree. I've seen this play out across multiple brands. There's been such a race to the bottom—just focusing on immediate conversions without building awareness or customer relationships.I hope more marketers and CFOs are listening to this. Branding is the growth lane, and making smarter investments across channels is what truly drives long-term revenue growth.Jeff Greenfield (19:18.614)A thousand percent. Most marketing today is focused on offers, benefits, and limited-time deals. But brands that differentiate themselves with emotional messaging—connecting with their audience on a deeper level—win in the long run.Marketers obsessed with lower-funnel performance often forget that consumers form emotional connections with brands, and those connections drive purchasing decisions. The complexity of digital marketing has caused many to lose sight of fundamental marketing principles.Kerry Curran (20:14.53)Yes, I agree! That's exactly why we're here—to help educate people on marketing strategies and foundations.One key thing you've pointed out is that you can tie ad creative and messaging to performance. Going back to that emotional connection, how are you testing and measuring it?Jeff Greenfield (20:43.694)Absolutely. We incorporate ad creative as a dimension in our model. This works well for video, TV, and radio advertising. Even for search and social, brands can extract key ad attributes and integrate them into their marketing hierarchy.Once you categorize creative elements, you can analyze which components are driving higher sales or leading indicators. This data informs future creative strategies, ensuring continuous improvement. That's what makes this so exciting.Kerry Curran (21:32.62)I love that. Insights like these help brands become smarter, more efficient, and more effective with their marketing investments.Jeff, thank you so much for your expertise. For marketers who want to improve their measurement approach, where should they start?Here's your transcript with only grammar corrections, ensuring clarity while maintaining the original tone and intent:  Jeff Greenfield (20:43.694)Absolutely, because that becomes one of the dimensions of the model. What's really exciting is that when brands actually take the time, they can easily analyze this for video advertising, TV, or radio. However, it becomes a bit more challenging when dealing with search and social ads.That said, it doesn't take much effort for marketers to go through their ads, identify key attributes, and integrate them into their marketing hierarchy. Once they do that, they can start seeing which ad components drive more sales or leading indicators. This, in turn, helps shape future creative decisions. That's what makes this so exciting.Kerry Curran (21:32.62)Yeah, I love that. I love the level of insight, and anything that helps brands become smarter, more effective, and more efficient with their investments is incredibly valuable.Jeff, I appreciate all of your insights. For the people listening who are thinking, I need to get smarter about my measurement, what are some foundational steps they should take to get ready?Jeff Greenfield (21:59.128)Well, the first thing I'd say is that most marketers running campaigns typically have a Google Sheet sitting on their desktop or laptop. It tracks daily spend, clicks, cost per click, and cost per sale. But what's often missing is the impression number.And chances are, when they downloaded the reports to build this sheet, impressions were included in the data—they just ignored the column.Kerry Curran (22:09.422)You.Jeff Greenfield (22:28.096)So, I'd recommend repulling all of that data for the last 12 months on a daily basis. Add an impressions column right after the date, then start graphing your daily impression volume alongside your daily clicks and daily sales. Look for relationships in the data.This is a DIY approach to what we do at Provalytics.Kerry Curran (22:40.204)You.Jeff Greenfield (22:54.302)As you analyze these relationships, look for a time delay between impressions rising and an increase in clicks and conversions. When you identify days where impressions spiked and led to a later uptick in sales, dig into those specific days. What did you do differently? That's the type of activity you want to do more of.This is the first step in preparing for a paradigm shift—understanding that we buy impressions, and that's where marketing analysis should begin.Kerry Curran (23:17.166)I'm sorry.Jeff Greenfield (23:22.964)The second step is education. At Provalytics, we've put a lot of thought into this, especially with all the privacy changes and how the industry is evolving.We created an Attribution Certification Course that covers the past, present, and what we see as the future of attribution. Because marketing will continue to change, the best way to prepare is by strengthening your foundational knowledge.The course is completely free. It takes about an hour and a half to complete, and there's a quiz at the end. If you pass, you get a certification you can showcase on LinkedIn. It's a great resource to deepen your understanding of how we got to where we are today.Kerry Curran (24:11.278)Excellent, Jeff! This is incredibly valuable. I'm definitely going to check out the Attribution Certification myself.Tell us—how can people find you? Where can they get in touch with you and learn more about Provalytics?Jeff Greenfield (24:25.634)People can always find me on LinkedIn if they want to connect. They can also visit the Provalytics website, where we offer an on-demand demo.We also host regular live demos, where we walk through the platform in detail and explain exactly how the modeling works. If anyone is interested, they can sign up, watch the demo, and schedule a time to chat with us.I'm always happy to speak with marketers—or anyone interested in this space. I know that, to most marketers, this is just math, but to me, it's kind of sexy.Kerry Curran (25:07.382)Awesome! Well, I'm glad we're making data and attribution sexy again, right, Jeff?Thank you so much for sharing your expertise, insights, and free resources with the audience. This has been fantastic.Jeff Greenfield (25:13.506)That's right.Jeff Greenfield (25:27.064)My pleasure, Kerry. Thank you so much for having me.

Cooper Schwartz: Monetizing Content: How Top Publishers and Brands Maximize Reach and Revenue Impact“The brands that win aren't just the ones with the biggest budgets—they're the ones that strategically align performance and brand marketing to maximize reach and revenue.” That's a quote from Cooper Schwartz and a sneak peek at today's episode.Hey there, I'm Kerry Curran, Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.Every episode, I sit down with top experts to bring you actionable strategies that drive real revenue results. If you're serious about growth, hit subscribe to stay ahead of your competition.In this episode, titled Monetizing Content: How Top Publishers and Brands Maximize Reach and Revenue Impact, Cooper Schwartz, Head of New Business and Growth at Money Group, shares his expertise.In a crowded digital landscape, content alone isn't enough. Brands need a strategy that turns visibility into real revenue. Cooper and I discuss strategies for leveraging publisher partnerships to create high-impact, holistic, cross-channel digital programs that drive both reach and ROI.We dive into the winning formula for balancing performance marketing and brand strategy—and how to dominate non-branded paid search while outmaneuvering your competition.Stay tuned until the end, where Cooper shares actionable strategies to optimize content for revenue growth. Let's go!Kerry Curran, RBMA (00:01.107)Welcome, Cooper! Please introduce yourself and share a bit about your background and expertise.Cooper Schwartz (00:07.534)Hi, Kerry. Thanks for having me. My name is Cooper Schwartz, and I am the Head of New Business and Growth at Money Group, a portfolio company that has been around for about 11 years. We own notable brands like Money.com and ConsumersAdvocate.org, as well as proprietary technology like NavChain. I'm also one of the founding partners and have been with the company for 11 years.I was actually the first employee. I originally came from a therapy background—my mother is a therapist, and I thought I would follow in her footsteps. However, two of my close friends—one with 10 years at Google and the other at SEO Moz—convinced me to jump into affiliate marketing and help build this company. So here I am today, still finding opportunities in the market and excited to talk with you.Kerry Curran, RBMA (01:02.843)Awesome, thanks, Cooper! I had no idea about your therapy background. We could totally pivot and have a different conversation! I always say marketing is a lot like psychology—it plays a strong role in what we do, so I'm sure that background strengthens your expertise.Anyway, I'm excited to have you here because I know you have a ton of valuable platforms.Cooper Schwartz (01:09.484)Yeah, yeah.Kerry Curran, RBMA (01:29.617)You have a range of brands and technology under Money.com, so I'd love to hear more about how you're helping brands navigate their business challenges. When brands or agencies reach out to build a partnership with you, what are they typically looking for?Cooper Schwartz (01:51.672)You're right—Money.com is a strong domain. Before it became Money.com, it was Money Magazine, a 50-year-old brand that people have nostalgia for. It was all about planning for the future and sharing insights on managing finances.Today, brands still want to be aligned with the Money brand. But we don't just offer content alignment—we provide a variety of campaigns and marketing opportunities. Many brands approach us saying, “We love the brand, we love the content—how can we work together?” That's a great starting point for the many solutions we offer.From non-branded paid search to placements across our ad network of about 150 publishers, we help brands engage with their audience in unique ways. Some of these publishers might be seen as competitors, but in reality, they're “frenemies.” We help brands leverage content, align with our brand, activate paid search strategies, and secure placements on other high-authority sites, all while simplifying the management process.Kerry Curran, RBMA (03:37.691)That's great. It sounds like brands really value the partnership and brand equity you offer. Can you walk us through how you start these relationships and build custom strategies to increase their awareness and authority?Cooper Schwartz (04:03.192)Sure! There's always an initial “interview” process—almost like dating. Not to take it back to therapy, but it's about getting to know the brand:What are their needs?Who is their target audience?What are their expectations?What are their key performance goals?We get a lot of inbound interest because money impacts nearly every industry. But we have to ensure alignment goes both ways—not just that they align with our audience, but also that we can effectively reach their audience.At our scale, we also consider resources. Can we accommodate the brand in a way that sets them up for success? We prioritize enterprise-level partnerships that move the needle for both companies. That often means ensuring the investment in a given category can be six or seven figures annually—we need to create impact on both sides.Once we've established alignment—brand fit, budget, resources—we dive into which marketing channels make sense:Are they already running paid search? If not, why?How can we help them expand their shelf space on Google?Is brand awareness the priority? If so, we can integrate them into our franchise content like Best Places to Live, Best Hospitals, Best Colleges, which reach wide audiences.Are they struggling to get placements in high-authority content? If so, we can help them secure placements on Forbes, NerdWallet, CBS News, CNN, and others.Kerry Curran, RBMA (06:53.058)That's great! I love that you have such a wide portfolio of solutions that are fully customized to each brand's goals.So, let's say an enterprise brand comes to you for a rebrand, product expansion, or new launch. You work with them to align with the right publishers and strategies. Can you share a specific example of a successful partnership?Cooper Schwartz (07:39.918)Sure! One that I'm especially proud of is our partnership with ADT.We've worked with ADT for about eight or nine years, originally in non-branded paid search—helping them reach high-intent consumers who were still undecided. Over time, our relationship evolved into exploring additional channels.Last year, we launched a sponsorship activation for Money's Best Places to Live, working closely with ADT's PR, media acquisition, and marketing teams. The goal was to integrate ADT's branding into content about protecting the best places to live.This was a multichannel activation that included:Social media campaignsVideo contentTargeted PR effortsWeekly performance check-insThe result? A high-impact security hub on Money.com featuring ADT across 100+ articles. It was a strategic, elegant execution.Not only did we secure ADT placements on our own sites, but we also helped them get featured on CBS News, The New York Post, and other major publishers. This is the kind of holistic strategy that allows brands to gain visibility across multiple trusted sources.Kerry Curran, RBMA (10:34.345)That's an excellent example! It really demonstrates how brands can layer multiple channels—from paid search to PR to content—to create a unified, impactful strategy.Let's shift gears to AI and Google's generative search results. How do your strategies help brands compete with AI-driven summaries at the top of search results?Cooper Schwartz (20:43.342)Great question! One core belief we've held is that editorial integrity matters. We prioritize keeping a human voice in our content while leveraging AI in strategic ways.Here's our approach:Investing in real writers & editors – AI can assist, but human oversight ensures depth and quality.Creating content clusters – Instead of one-off articles, we develop deep, interconnected content that builds expertise and authority.Partnering with already-successful publishers – Instead of relying solely on our content, we collaborate with trusted media brands that are already ranking well.The reality is, the pie is big enough. Rather than fighting for every ranking, we focus on working with the best—helping publishers monetize better while delivering results for our partners.Kerry Curran, RBMA (25:25.383)That's a smart approach. So, for brands listening today—what's the first step if they want to explore this strategy?Cooper Schwartz (25:40.910)Start by researching who dominates your industry's review space. Look at organic rankings, paid search, and media partnerships. If you see competitors investing in multiple touchpoints, that's a sign they're onto something.Then, reach out! You can contact me at cooper@money.com or find me on LinkedIn.Kerry Curran, RBMA (26:07.537)Awesome! We'll include those links in the show notes. Cooper, thank you so much for your time and insights today!Cooper Schwartz (26:20.098)Thank you, Kerry!Kerry Curran, RBMA Thank you for tuning in to today's episode. If you're struggling with flat or slowing revenue growth, you are not alone. That's why Revenue Boost: A Marketing Podcast, brings you expert insights, actionable strategies, and real-world success stories to help you scale faster.So if you're serious about your revenue growth, hit follow,  subscribe, and drop a five-star rating. It helps us keep the game-changing content coming, as we're dropping new episodes regularly—and you don't want to miss out.

"The company that grows isn't the one with the best solutions—it's the one with the best marketing that truly connects with its audience.” – Sheri Otto, Founder of Growth Lane Strategies In today's crowded digital space, authenticity is the ultimate competitive advantage—especially for founders looking to build influence and drive real revenue. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with Sheri Otto, founder of Growth Lane Strategies, to unpack the winning strategies behind founder-led growth and how to create demand-driven content that actually converts. Key takeaways include: - Why founder-led marketing outperforms traditional GTM strategies - The biggest content mistakes SaaS and B2B brands make—and how to fix them - How to stand out in a saturated market without relying on AI-generated fluff - The power of video and behavioral science to accelerate trust and engagement - Actionable steps to start building your personal brand TODAY Whether you're a startup founder, executive, or marketer looking to elevate your thought leadership, this episode is packed with insights to help you amplify your authenticity and turn content into a demand-generation engine. Tune in now! And don't forget to subscribe, follow, and leave a five star ⭐⭐⭐⭐⭐ rating to keep the expert insights coming!

"Search is no longer just about Google, it's a behavior happening everywhere, from TikTok and Amazon to ChatGPT and Perplexity. To win in this new era, brands need to understand their audience deeply and align their SEO, social strategy, and authenticity across every platform where discovery happens." – Melíssa Harden In this episode titled, Mastering Search Intelligence: Ranking Strategies Across Social, AI, Voice, and Video, Kerry Curran dives into the dynamic world of search intelligence with Melíssa Harden, VP of Search Intelligence at Digitas. From TikTok to Amazon, ChatGPT to Perplexity, Melíssa explores how search behavior has shifted beyond Google, requiring brands to master ranking strategies across social platforms, AI tools, voice search, and video content. With actionable insights on breaking silos, integrating cross-platform SEO, and embracing authenticity to connect with audiences, this episode offers a forward-looking guide for marketers to thrive in an ever-evolving digital landscape while driving revenue growth.

If you want to win on Amazon, you're not just marketing to consumers—you're marketing to an algorithm. The brands that succeed are the ones that understand how to send the right signals, drive real engagement, and turn visibility into sustained growth." In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran is joined by Samir Bhavnani from Product Wind and Shari Brown from Central Garden & Pet to discuss an innovative strategy that's reshaping how brands gain visibility and drive sales on Amazon.

In this episode titled, Unlocking CPG Growth: Collaboration, Innovation, and Retail Media Strategies, we sit down with Kris McDermott, a seasoned expert in omni-channel marketing and retail media strategies, to discuss how CPG companies can unlock sustainable growth in today's competitive landscape. Kris shares actionable insights on fostering cross-functional collaboration, driving innovation, and leveraging retail media as a critical growth lever. From breaking down silos between brand and retail media teams to testing innovative strategies with a calculated risk-tolerance mindset, this conversation is packed with strategies for driving category growth and reversing declines. Whether you're in CPG, retail, or a business leader looking to optimize marketing investments, this episode offers valuable advice you can apply immediately.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

In this episode of Revenue Boost: A Marketing Podcast for Business Leaders, host Kerry Curran sits down with Frank Gregory, Head of Social Intelligence at Nestlé USA, to explore the transformative power of social listening in today's business landscape. Frank dives into how analyzing consumer conversations on social platforms can unlock invaluable insights that drive smarter strategies, product innovation, and, ultimately, revenue growth. From fast-moving cultural trends to slow-brewing consumer shifts, Frank shares real-world examples of how Nestlé uses social data to uncover opportunities, stay ahead of competitors, and connect more meaningfully with audiences. Whether it's creating new products inspired by emerging trends or fine-tuning marketing campaigns with hyper-relevant data, this episode is packed with actionable insights on leveraging social intelligence to turn data into dollars. Tune in to discover: How social listening has evolved from monitoring conversations to fueling business decisions across departments. Real-life examples of fast and slow culture trends driving product innovation. The role of AI in democratizing social insights and making businesses smarter. How to take the first step toward implementing social listening and intelligence in your organization. This is a must-listen for any business leader or marketer looking to harness the power of social data for competitive advantage and revenue growth.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

"The key to driving revenue in mobile commerce is creating seamless connections between inspiration and action. When you optimize the shopper's journey—from the moment of intent to the point of purchase—you unlock value for retailers, creators, and consumers alike." – Michael Jaconi In this episode of Revenue Boost: A Marketing Podcast, titled, Mobile Commerce 2.0: Boosting Retailer Revenue with Better Shopper Experience, host Kerry Curran dives into the evolving world of mobile commerce and its impact on retailer revenue. Joined by mobile monetization expert Michael Jaconi, the discussion centers on how retailers can optimize mobile experiences to create seamless shopper journeys that drive meaningful revenue growth. Discover how innovations in link optimization, attribution, and mobile-first strategies are transforming the way retailers connect with consumers. From empowering creators and influencers to improving app functionality, this episode reveals how a better shopper experience leads to bigger profits. Whether you're a retailer, marketer, or strategist, tune in for actionable insights to elevate your mobile commerce game and maximize revenue opportunities!"To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Michael Lewittes swings back around to the EDGE to discuss a current and concerning topic, AI content and its effect on journalism. Michael brings his quarter-century of media experience to the table, sharing his journey from a seasoned journalist to spearheading cutting-edge SEO tools like Rankify. Discover how transparency, fact-checking, and expertise are more critical than ever in the era of AI-generated content and rampant misinformation. Explore the vital role of journalistic integrity in an age of deepfakes and echo chambers. With tales of newsroom dynamics and content homogenization, the conversation takes an intriguing turn toward how AI, if unchecked, could drastically alter the content landscape. Key Segments: [00:05:38] Early 2000s Fact-Checking Pioneer [00:06:28] Emphasizing Transparency in Journalism [00:12:10] Newsroom Lessons and Exclusive Stories [00:15:00] Deepfake Verification and Digital Responsibility [00:17:31] EDGE of the Web Title Sponsor: Site Strategics [00:18:41] Journalism Integrity vs. AI Challenge [00:22:25] Overreliance on Generative Text Models [00:29:15] Legal Updates Require Human Expertise [00:30:56] EDGE of The Web Sponsor: Wix Studio [00:33:36] AI's Imperfect Progress and Journalism Integrity [00:36:19] Client-Driven Adaptation Thanks to Our Sponsors! Site Strategics: http://edgeofthewebradio.com/site Wix Studio: http://edgeofthewebradio.com/wixstudio Follow Our Guest X: https://x.com/MichaelLewittes  LinkedIn: https://www.linkedin.com/in/michael-lewittes/

UdfyUsz6G8XKwjR7UFzX To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

"When you combine on-site inventory with a retailer's audience data, magic happens. It's all about leveraging the right data to show the right ads to the right shoppers - and that's where real gains are made." – Harsh Jiandani Retail Media's Next Frontier: Unifying Onsite, Offsite, and In-Store Advertising Ready to unlock the next big opportunities in retail media? In this episode, Kerry Curran sits down with Harsh Jiandani, Chief Commercial Officer at Kodi, to explore how retailers are breaking down silos and unifying advertising across onsite, offsite, and in-store channels. Discover how advanced audience data, shoppable connected TV, and in-store innovations like digital screens are transforming the shopper experience and driving revenue growth. Harsh shares actionable insights on overcoming challenges like data fragmentation and how brands and retailers can capitalize on this new frontier. If you're ready to think smarter, optimize campaigns, and boost revenue, this episode is a must-listen!"To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

DMN464 คาดการณ์ Digital Marketing Trends ปี 2025 by Narongyod Mahittivanicha

DMN464 คาดการณ์ Digital Marketing Trends ปี 2025 by CREATIVE TALK

Is AI the superglue that can repair our fractured media universe? Or is it just another tool that could further splinter our audiences? In this episode of The Trending Communicator, host Dan Nestle sits down with digital marketing expert, leading AI researcher, and prolific LinkedIn Learning course creator Martin Waxman. A professor at McMaster University, associate director of the Future of Marketing Institute, and member of the Institute for Public Relations Digital Media Center, Martin has been leading the AI charge for the Communications profession through his Digital Marketing Trends newsletter and the LinkedIn Live DM Show (with recent TTC guest, Deirdre Breakenridge).  In other words, he's just the guy Dan needs to speak with to unpack the complexities of generative AI in the world of marketing and PR. This episode tackles the pressing questions facing communicators in 2025: How can we effectively use AI to reach fragmented audiences? What are the risks of over-relying on AI for content creation? And how can we maintain our creativity and critical thinking skills in an AI-driven world? Dan and Martin discuss the parallels between the early days of social media adoption and the current AI revolution, highlighting the importance of developing AI policies and guidelines within organizations. They also address the fear of becoming obsolete (FOBO) that many professionals are experiencing in the face of rapid technological change. The conversation takes a practical turn as Martin shares his favorite AI tools for various tasks, from content generation to image creation. Listeners will gain insights into how to integrate these tools into their workflow without sacrificing creativity or quality. Whether you're an AI enthusiast or a skeptic, this episode offers a balanced perspective on the role of generative AI in shaping the future of communications. Martin's call to action for professionals to be proactive, entrepreneurial, and initiative-taking with AI tools serves as a rallying cry for the industry. Don't miss this thought-provoking discussion that will challenge you to rethink your approach to AI in communications and marketing. Tune in to discover how you can harness the power of AI while maintaining the human touch that sets great communicators apart. Listen in and hear about... Navigating the fractured landscape of modern communications AI's potential to revolutionize content creation and distribution Balancing efficiency gains with maintaining creative integrity Strategies for avoiding "AI slop" and enhancing originality Essential AI tools for marketers and communicators in 2025 Cultivating critical thinking skills in the age of generative AI Future trends in AI-driven marketing and public relations Notable Quotes On the Fractured Landscape: "Sometimes I think the word of the year for 2024 should be fractured. As in the fractured. Fill in the blank landscape, the fractured media landscape, the social media landscape, the fractured political landscape, the fractured audience landscape." - Dan Nestle [00:00 - 00:17] AI's Role in Communication: "Instead of writing 15 versions of an article for 15 channels, we can write and easily use AI to repurpose it 15 ways." - Dan Nestle [00:45 - 00:52] On AI Adoption: "It feels like to me, with all the announcements that were packed into the last two weeks of December, plus all the hype we've heard for the entire year, it just. It reminds me of a Jenga game that the tech companies. Or Jenga game. How about that? The tech companies are playing with each, and they keep going higher and higher and higher as it gets a little bit shakier." - Martin Waxman [08:24 - 08:46] Fear of Becoming Obsolete: "There's actually a term for this. It's called FOBO, the fear of becoming obsolete. And it's really real. There's been studies around this." - Martin Waxman [09:18 - 09:25] On AI Slop: "I just want next year to be the year where we get rid of AI slop. And there's certain words I never want to see again. I never want to see the word leverage anymore. Unless you're talking about actually, you know, using something or moving something with a lever." - Martin Waxman [44:36 - 44:50] The Learning Curve with AI: "We have to factor in and. And you touched on this. The learning curve that we have, learning how to talk to machines. Yeah, we can talk to people, but we need to learn how to talk to machines better." - Martin Waxman [43:54 - 44:05] On Being Proactive with AI: "We are all newbies, we're all neophytes in this. I mean, it may feel like it's been around forever. It hasn't. So we all have an opportunity to figure out how the tools work, how we can use them more effectively. But we need to be proactive, we need to be entrepreneurial, and we need to take some initiative with them" - Martin Waxman [1:03:57 - 1:04:18] Resources and Links Dan Nestle Inquisitive Communications | Website The Trending Communicator | Website Communications Trends from Trending Communicators | Dan Nestle's Substack Dan Nestle | LinkedIn Dan Nestle | Twitter/X Martin Waxman Martin Waxman Communications | Website Martin Waxman | LinkedIn Digital Marketing Trends | LinkedIn Newsletter Generative AI for Digital Marketers | LinkedIn Learning Course Timestamped key moments from this episode (as generated by Fireflies.ai)

In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran is joined by Amanda Crooks, Head of Sales and Marketing at Blink Metrics, to explore the critical role of discovery calls in driving revenue growth. Amanda shares her expertise on how asking the right questions, actively listening, and understanding buyer pain points can not only build trust but also uncover opportunities to create tailored solutions that resonate with prospective clients. The conversation highlights the importance of aligning sales and marketing to deliver relevant messaging, clarify value propositions, and address customer needs effectively. Amanda provides actionable insights into how discovery calls can double as invaluable research tools, offering feedback on brand messaging and buyer behavior. Whether you're in sales, marketing, or leadership, this episode will leave you equipped to turn conversations into conversions and boost your revenue potential.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

DMN462 Thailand Digital Marketing Trends Report 2025 by Narongyod Mahittivanicha

In this episode of the Simple and Smart SEO Show, I sit down with marketing strategist and agency owner Raycheal Proctor from Unlimited Mixed Marketing. We chat the transformative power of omni-channel marketing, discussing how different channels can work cohesively to elevate visibility and results. Raycheal shares her journey from classical musician to marketing maven and offers invaluable advice on leveraging SEO, paid media, and account-based marketing to create efficient, holistic strategies. Packed with real-life case studies and actionable tips, this episode is perfect for entrepreneurs and marketers looking to optimize their brand's presence across platforms.Key Takeaways:The Power of Omni-Channel Marketing: Combining SEO with paid media and other channels leads to better results and long-term efficiency.Targeted Approach Over Silos: A hyper-targeted, account-based strategy can eliminate digital noise and deliver measurable success.Repurposing Content: Maximize content value by breaking it into smaller formats for blogs, emails, and more.Continuous Learning and Adaptation: Stay updated with marketing trends and maintain flexibility to pivot strategies as needed.Personalized Branding: Passive branding, like wearing branded apparel during webinars, can be a natural and effective marketing tool.Memorable Quotes:Raycheal Proctor: "The long-term gains from SEO should directly complement the short-term gains from paid media."Crystal Waddell: "You gave us permission to define who we work with and create mutually beneficial relationships."Raycheal Proctor: "Doing what you love in a way that brings joy and profit is always a win."Listener Action Items:Explore how your current marketing channels can complement each other. Start small with two to three channels and grow over time.Dedicate time each week for intentional learning—review updates, refine strategies, and enhance your skills.Identify opportunities for repurposing your existing content across multiple platforms.Define your ideal clients and refine your marketing approach to align with their needs.Reach out to Raycheal Proctor at Unlimited Mixed Marketing for a personalized consultation.Contact Raycheal:Website: UnlimitedMixedMarketing.comLinkedIn: Raycheal ProctorSend me a text!Support the showWant to follow up on what you've heard? Search the podcast!Join the SEO SquadApply to be my podcast guest!

Sales is a whole company responsibility. When organizations embrace that mindset, they perform better. It's not just about the sales team—it's about aligning every function, from marketing to customer success, to drive sustainable growth. In this episode of Revenue Boost: A Marketing Podcast, titled, Revenue Strategy Redefined: Audits, Optimization, and Company Alignment, we're joined by Hannah Ajikawo, CEO and founder of Revenue Final, to explore how businesses can redefine their revenue strategy to drive sustainable growth. Hannah shares her proven approach to uncovering hidden revenue opportunities through comprehensive audits, strategic optimizations, and fostering alignment across sales, marketing, and customer success teams. Learn how to identify gaps in your go-to-market strategy, address critical pain points, and execute transformative change management to accelerate your pipeline and strengthen your bottom line. Whether you're a business leader facing a revenue plateau or seeking to refine your processes for long-term growth, this episode delivers actionable insights and powerful strategies to scale effectively. Key Takeaways: The role of full-funnel audits in pinpointing revenue leaks. Why alignment across your organization is essential for growth. How optimizing buyer journeys can unlock untapped potential. Practical tips for overcoming internal resistance to change. Tune in to discover how to take your revenue strategy to the next level!"To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

B2B buyers are human beings with real emotions. Whether we like it or not, people make decisions based on emotion first and justify them later with facts. Your content needs to address their pain points, tap into their aspirations, and clearly show how your solution solves their problems, quickly and effectively. In today's competitive B2B landscape, creating content that not only attracts attention but also drives conversions is more critical than ever. In this episode of Revenue Boost: A Marketing Podcast, titled, B2B Content That Converts: Building Trust and Differentiation in a Crowded Market, I sit down with Alexis Trammell, Chief Growth Officer at Stratabeat, to explore how B2B brands can rise above the noise and turn their content into a powerful revenue driver. We dive into the strategies that B2B leaders need to build trust, differentiate their brands, and align their teams for long-term success. From understanding the emotional needs of B2B buyers to leveraging middle- and bottom-funnel content for deeper engagement, Alexis shares actionable insights to help your brand stand out and win more deals. Key takeaways from this episode: Define What Makes You Different: Learn why clear differentiation is the cornerstone of a winning content strategy and how to align your team around a unified message. Move Beyond Top-of-Funnel Content: Discover the importance of mid- and bottom-funnel strategies that address buyer pain points and drive conversions. Use AI Strategically: Understand how to integrate AI as a tool—not a crutch—to enhance content creation without losing the human touch. Build Emotional Connections: Find out how emotion mapping can tap into what truly motivates your buyers, helping you create content that resonates and drives action. Optimize for Trust and Clarity: Learn how to refine your CTAs, messaging, and website experience to build credibility and guide buyers through the sales journey. Whether you're struggling to connect with your target audience, looking to boost your SEO and CRO efforts, or simply want to improve your content's effectiveness, this episode is packed with actionable strategies to help your business grow."To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

Remarkability isn't about being everything to everyone—it's about discovering the unique value that sets you apart and resonates with your ideal audience. It's about understanding your customers' needs, focusing on what you do best, and crafting a story that positions your business as the clear solution to their challenges. When you lean into what makes your brand distinctive, and communicate it effectively, you not only attract the right customers but also build lasting loyalty. That's where true, sustainable revenue growth happens—not by chasing trends, but by owning your space in the market. - Rich Brooks In this episode of Revenue Boost: A Marketing Podcast, titled, From Leads to Loyalty: Digital Marketing Strategies That Drive Revenue Growth, host Kerry Curran welcomes Rich Brooks, president of Flight New Media and creator of the Agents of Change podcast and conference. With over 27 years of experience in digital marketing and branding, Rich shares actionable strategies to help businesses grow their revenue by attracting and retaining loyal customers. The conversation dives deep into Rich's ""Remarkability Formula,"" a framework designed to help businesses stand out in competitive markets. Rich explains the four lenses of this formula—Find, Focus, Forge, and Frame—each providing a unique perspective on identifying and communicating your brand's value. Key highlights include: Finding Your Differentiator: Learn how to uncover and articulate the unique aspects of your business that resonate with your target audience. Rich shares an engaging example of a painting company that redefined efficiency as a key differentiator. Focusing on Your Niche: Discover the power of niching down to attract your ideal customers and command higher value. Rich provides examples of how businesses can refine their offerings and messaging to avoid being ""all things to everyone. Forging Value Beyond Core Offerings: Explore how creating aligned, value-driven experiences outside your primary business can attract new customers and reinforce your brand. Rich shares how his Agents of Change conference does this effectively for Flight New Media. Framing for Success: Uncover the importance of positioning and messaging, as illustrated through compelling examples like Red Bull's energy drink branding and a ""China Success Coach"" who rebranded to target a specialized audience. The episode concludes with Rich offering practical advice for businesses to implement these strategies, emphasizing the importance of understanding your customers' needs and taking the time to stand out in meaningful ways. Listeners are encouraged to download Rich's free Remarkability Workbook to get started on applying these insights to their own businesses. Don't miss this value-packed episode filled with actionable tips for driving revenue growth through smarter digital marketing strategies! To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile.   If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here.  B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges?   Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction.   Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn't investing in marketing, you're not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy   ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal   At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I've consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing.   I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let's set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.

This episode focuses on essential digital marketing trends for designers in 2025, emphasizing the significance of AI, SEO evolution, and personalized content. With insights gathered from market research, the hosts outline how these elements will shape the industry's future and offer actionable strategies for growth.• Exploring the role of AI in marketing for designers• Understanding Search Generative Experience (SGE) and SEO• Importance of personalized content in a competitive landscapeVisit designerdiscussions.com and enter your information for a free download of the full trends list.Links Mentioned in this EpisodeNKBA Webinar - Top Marketing Trends That Will Dominate In 2025Transform your marketing with Designer Discussions Academy. In weekly face-to-face sessions, we equip busy business owners with cutting-edge PR strategies, marketing insights, and time-saving tools to not just work in your business, but on your business. Join us to outshine competitors and elevate your business.Join us for our weekly live sessions and workshops: https://www.designerdiscussionsmarketing.studio/pages/academyDesigner Discussions is an educational interior design podcast on marketing, PR and related business topics. We also provide in-depth, actionable products in the Marketing Studio including time-saving templates and guides to help design professionals grow their businesses. Download our FREE Client Avatar Guide https://designerdiscussionsmarketing.studio/store. Designer Discussions is a partnership of three experts: Jason Lockhart, CEO of KABMS; Maria Martin, founder of DesignAppy; and Mirjam Lippuner, founder of Get Ink DIY

They explore how brands can unlock revenue through direct messages (DMs), create personalized customer experiences, and use AI-powered storytelling to build authentic relationships.Discover:[00:00:00] Introduction to Mia and Elissa's creative journey and Huxley's origin story.[00:03:00] Why nostalgia and storytelling are key to engaging audiences online.[00:07:00] The transformative power of interactive DMs for brand marketing.[00:15:00] Leveraging chatbots for market research and data-driven decision-making.[00:22:00] The evolution of personal branding in a tech-driven world.[00:31:00] Challenges of being first-to-market and educating clients about innovation.[00:35:00] Where Huxley is headed next and how they aim to inspire change at Cannes.Whether you're a marketer, entrepreneur, or creative, this episode is packed with insights into the future of digital branding.

When I think back to 1981, I remember my mom proudly typing away on her Olivetti word processor—the cutting-edge technology of the time. It wasn't just a machine; it was a symbol of progress. Over the years, I've seen firsthand how technology can transform the way we work—if we're willing to embrace it.In this episode of the B2B Marketing Excellence Podcast, I talk about why companies need to evolve with new technology, especially as we head into 2025. Change can feel overwhelming, but it also opens doors to incredible opportunities.Today, I'll walk you through three simple, actionable steps to start using AI in your marketing—without feeling like you're drowning in jargon or complexity:Set Measurable Goals and Get to Know Your Audience BetterI'll show you how AI can help you uncover what your audience truly cares about and create strategies that connect with them on a deeper level.Work Smarter with AI-Powered Team ToolsImagine freeing up hours of your team's time by automating repetitive tasks so they can focus on the creative, human side of marketing.Create Personalized Content That Builds TrustAI isn't just about data—it's about using that data to deliver content that solves problems, speaks to your audience, and builds real relationships.This episode is packed with relatable examples, practical tips, and encouragement to help you and your team embrace AI as a tool—not a threat. Let's face it, the world of marketing is evolving, and we need to evolve with it. Timestamps:00:00 My Mom and the Olivetti: A Look Back at Technology01:53 Why Companies Can't Afford to Ignore AI03:03 Three Steps to Get Started with AI05:18 Step 1: Set Goals and Know Your Audience10:13 Step 2: Align Your Team with AI Tools13:06 Step 3: Deliver Tailored Content That Resonates16:17 Wrap-Up and Words of Encouragement Subscribe and Share:

  Join Sarah as she forecasts marketing trends for 2025 and how those trends apply to insurance agents like you!   Contact the Agent Survival Guide Podcast! Email us ASGPodcast@Ritterim.com or call 1-717-562-7211 and leave a voicemail.   Resources: 5 Things from the CMS 2026 MA and Part D Proposed Rule: https://pod.fo/e/28c9d2   How Ask Integrity Can Streamline Your Medicare Sales Appointments: https://pod.fo/e/27a354   Instagram Basics for Insurance Agents: https://pod.fo/e/28803f    References: Jantsch, John. “ 5 Marketing Trends That Will Disrupt 2025 (And How to Stay Ahead).” Ducttapemarketing.Com, Duct Tape Marketing, 4 Dec. 2024, https://ducttapemarketing.com/2025-marketing-trends-how-to-stay-ahead/.   Chaffey, Dave. “10 Actionable Digital Marketing Trends for 2025.” Smartinsights.Com, Smart Insights, 11 Dec. 2024, https://www.smartinsights.com/digital-marketing-strategy/digital-marketing-trends-2025/.   Rand, Stephanie. “10 Key Marketing Trends for the US in 2025.” Askattest.Com, Attest, 30 Oct. 2024, https://www.askattest.com/blog/articles/marketing-trends.   Dionne, Jazmyn. “12 Digital Marketing Trends to Look Out For in 2025.” Hiilite.Com, Hiilite Web Design + Marketing + SEO, 27 Nov. 2024, https://hiilite.com/12-digital-marketing-trends-to-look-out-for-in-2025/.   Howarth, Josh. “13 Top Marketing Trends (2024 & 2025).” Explodingtopics.Com, Exploding Topics, 11 June 2024, https://explodingtopics.com/blog/marketing-trends.   Stahl, Stephanie. “40+ Content Marketing Trends Experts Predict Will Matter for Success in 2025.” Contentmarketinginstitute.Com, Content Marketing Institute, 4 Dec. 2024, https://contentmarketinginstitute.com/articles/trends-content-marketing/.   “2025 Marketing Trends to Watch Out For: Part 1.” Northbeam Blog, Northbeam, 17 July 2024, https://www.northbeam.io/post/2025-marketing-trends-to-watch-out-for-part-1.   Early, Morgan. “2025 Marketing Trends.” Fullcircleinsights.Com, Full Circle Insights, 6 Dec. 2024, https://fullcircleinsights.com/blog/2025-marketing-trends/.   Bevel, Christopher. “2025 Outlook: 10 Media and Marketing Trends to Watch.” Amapittsburgh.Org, American Marketing Association Pittsburgh, 19 Oct. 2024, https://amapittsburgh.org/blog/2025-outlook-10-media-and-marketing-trends-to-watch/.   Bansal, Deepak. “Digital Marketing Trends for 2025 and Beyond.” Forbes, Forbes Magazine, 13 Nov. 2024, https://www.forbes.com/councils/forbesbusinesscouncil/2024/11/13/digital-marketing-trends-for-2025-and-beyond/.   “Digital Marketing Trends for 2025: Content Strategy.” Spinutech.Com, Spinutech, 26 Nov. 2024, https://www.spinutech.com/digital-marketing/content/strategy/digital-marketing-trends-for-2025-content-strategy/.   Perry, Hanif. “Four Trends to Feed 2025 Marketing Planning.” Prophet.Com, Prophet Brand Strategy, 2 Dec. 2024, https://prophet.com/2024/08/four-trends-to-feed-2025-marketing-planning/.   Schultz, Mike. “How Many Touches Does It Take to Make a Sale?” Rainsalestraining.Com, RAIN Group Sales Training, 19 Dec. 2023, https://www.rainsalestraining.com/blog/how-many-touches-does-it-take-to-make-a-sale.  Krafft, Natalie. “Marketing in 2025: Six Key Trends That Will Drive the Future.” Oppizi.Com, Oppizi, 17 Oct. 2024, https://www.oppizi.com/blog/marketing-trends/marketing-in-2025-five-key-trends-that-will-drive-the-future/.   “Marketing Trends 2025.” Kantar.Com, Kantar, https://www.kantar.com/campaigns/marketing-trends. Accessed 12 Dec. 2024.   “Marketing Trends 2025: 13 Trends to Help You Power Through.” Mediatool.Com, Mediatool, 12 Nov. 2024, https://mediatool.com/blog/marketing-trends-2025.   Yakuel, Pini. “Marketing Trends 2025: Predictions, Tips, & Technologies to Thrive.” Optimove.Com, Optimove, 25 Nov. 2024, https://www.optimove.com/blog/marketing-trends-2025-top-predictions.   “Ready for 2025? The Marketing Trends That Could Change Everything.” Obaninternational.Com, Oban International, 29 Oct. 2024, https://obaninternational.com/blog/the-marketing-trends-set-to-rule-2025/.   Concannon, Lance. “The Biggest Marketing Trends for 2025.” Meltwater, Meltwater, 22 Nov. 2024, https://www.meltwater.com/en/blog/marketing-trends-2025.   “The Top Digital Marketing Trends You Need to Know for 2025.” Abstraktmg.Com, Abstrakt Marketing Group, 29 Oct. 2024, https://www.abstraktmg.com/digital-marketing-trends/.   Phil, Wilson. “Top 2025 Digital Marketing Trends: AI, MMM, and More.” Thinkwithgoogle.Com, Google, Dec. 2024, https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/digital-marketing-trends-2025/.   Treanor, Tom. “What Is First-Party Data? How To Build a First-Party Data Strategy.” Cdp.Com, The Customer Data Platform Resource, https://cdp.com/articles/what-is-first-party-data-and-why-is-it-so-important/. Accessed 12 Dec. 2024.   Yakuel, Pini. “Zero-Party Data, Infinite Potential: Marketing Trends to Watch in 2025.” CMSWire.Com, CMSWire, 10 Dec. 2024, https://www.cmswire.com/digital-marketing/zero-party-data-infinite-potential-marketing-trends-to-watch-in-2025/.   “Zero Party Data vs First, Second & Third Party Data Explained.” Usercentrics.Com, Usercentrics, 1 Nov. 2024, https://usercentrics.com/knowledge-hub/zero-first-and-third-party-data/.      Follow Us on Social! Ritter on Facebook, https://www.facebook.com/RitterIM Instagram, https://www.instagram.com/ritter.insurance.marketing/ LinkedIn, https://www.linkedin.com/company/ritter-insurance-marketing TikTok, https://www.tiktok.com/@ritterim X, https://twitter.com/RitterIM and Youtube, https://www.youtube.com/user/RitterInsurance       Sarah on LinkedIn, https://www.linkedin.com/in/sjrueppel/ Instagram, https://www.instagram.com/thesarahjrueppel/ and Threads, https://www.threads.net/@thesarahjrueppel    Tina on LinkedIn, https://www.linkedin.com/in/tina-lamoreux-6384b7199/  Not affiliated with or endorsed by Medicare or any government agency. 

On this episode, we’ll discuss the 2025 trends for AI, SEO, PPC, and content marketing. Plus, we’ll cover the biggest reasons for online cart abandonment, and how to fix them. The post 382: We'll Discuss the Top Digital Marketing Trends for 2025 first appeared on Persuasion by the Pint.

Points of Interest00:42 – 01:16 – Industry Stats Nerd: Marcel highlights Carson's expertise in analyzing agency reports and introduces the core topic of navigating the agency world's "new normal."03:00 – 04:10 – Financial Challenges in 2024: Carson explains how financial tightening, including cash flow and reserve issues, has become a significant pain point for agencies in the past year.04:11 – 06:15 – The “New Normal” for Agencies: Discussion about how the agency landscape is stabilizing into a "new normal," marked by consistent challenges and tighter margins.06:16 – 10:10 – Impact of Market Maturity and Global Trends: Marcel outlines how market maturity, globalization, AI, and freelancing trends are reshaping the competitive environment for agencies.10:11 – 14:47 – The Metrics that Matter: Marcel and Carson identify the three core levers of agency profitability: cost per hour, utilization, and average billable rate.14:48 – 18:35 – Improving Average Billable Rate: Marcel shares strategies to increase average billable rates without raising prices, focusing on efficiency, quality, and offering high-value services.20:50 – 22:38 – Utilizing AI for Operational Efficiency: The conversation shifts to how AI can improve efficiency in content creation, client management, and operational workflows.22:39 – 27:18 – Effectively Measuring and Managing Utilization: Marcel explains how to measure and use utilization effectively, debunking myths and aligning it with realistic agency models.27:19 – 35:45 – Internal Specialization and Future-Proofing Agencies: Carson introduces the concept of internal specialization, where agencies focus on high-value tasks while outsourcing lower-margin, high-risk work to specialized partners. A case study of an SEO agency illustrates this model.24:44 – 26:10 – Balancing Overhead and Delivery Teams: Discussion on the importance of properly modeling agency teams to maintain a balance between delivery capacity and profitability.34:22 – 35:00 – Importance of Quality Over Quantity in Revenue: Carson and Marcel highlight the value of focusing on high-margin, high-quality work rather than expanding into low-margin offerings.Show NotesConnect with Carson via LinkedInAgency Profit ToolkitThe Parakeeto Foundations CourseLove the PodcastLeave us a review here.

In this episode of the Digital Marketing Podcast, Louise and Daniel discuss the key insights that Louise took away from Semrush's Spotlight conference, their first ever in-person conference in Amsterdam this October. From the future of search to disruptive marketing strategies, content optimisation to the evolving role of authenticity in branding, this episode unpacks actionable strategies and trends for 2025. Tune in today! -- Show notes:   Have any feedback on the show? , tell us what you love and what you think could be better. And, if you are really enjoying the show, please 

In this episode of the Digital Marketing Podcast, Daniel is joined by Jay Schwedelson, host of US #1 Marketing Podcast and Founder of Outcome Media and Guru Media Hub.  In the episode, Jay shares with us why being real and showcasing your personality is more critical now than ever, how your email database is your most valuable marketing asset, and why casual 'Lo-Fi' content resonates more with audiences. This is not one to miss! If you're looking for practical insights on the top trends and strategies to elevate your marketing game in 2025, tune in today.   Show notes:   Have any feedback on the show? , tell us what you love and what you think could be better. And, if you are really enjoying the show, please