Drawing on two decades of building businesses on owned infrastructure, Brian introduces the portability test (can you take the list with you? can you take the content?) and explains why a story of forty views and two closed deals beats 1,200 subscribers and zero conversions every time.

The conversation covers the conversion economics of email versus social, why movements outlast trends, how belonging sits beside food and shelter in the human hierarchy of needs, and why AI is the amplifier—not the solution—for operators who have first done the work of understanding who they actually are.

N.B.:

* Read Brian’s newsletter, Further, at further.net.

* Learn more about Sovereign Startups at sovereignstartups.com.

* Connect with Brian on LinkedIn.

Takeaways:

* The portability test: if you can’t take the list with you and the content with you, you don’t own the audience—you’re a tenant.

* A follower count is permission to appear in a feed; the platform decides when, how often, and to whom. An owned list is an asset on the balance sheet.

* Forty views and two closed deals beats 1,200 subscribers and zero conversions. Volume is not the problem—trust is.

* Email converts at roughly 40 times the rate of social media. The channel most teams treat as secondary is the one that actually closes.

* Paid acquisition resets to zero every morning. Owned audience compounds. Those are not equivalent strategies.

* Movements outlast trends because the people inside them believe the current order is wrong—that conviction is what makes an audience stay and grow.

* Belonging sits beside food and shelter in the human hierarchy of needs. In the age of AI, it will only become more coveted.

* Identity is a bundle of beliefs. The owned audience is the infrastructure that lets a community of belief assemble around you.

* AI is the amplifier, not the solution. Fed an operator who has done the work, it compounds distinction. Fed one who hasn’t, it accelerates disappearance into the category average.

* The Sovereign Startup: the best business blueprint is one designed around your temperament, your skills, and what you actually believe—not the latest formula.

Find and Follow:

* Find all episodes at bullhornsbullseyes.com.

* Be sure to subscribe to our Substack to never miss an episode!

* Follow the show on LinkedIn!

* Learn more about Collideascope and Creative Mill at their respective websites.

* Connect with Curtis and Tom on LinkedIn.

* Check out our newsletter, Amplify and Aim!

Marketing strategist, author, and businessesgrow.com founder Mark Schaefer joins Tom and Curtis to make the case that brand is still the most durable competitive advantage a company can build—and that AI has made it more important, not less. Drawing on his books Audacious: How Humans Win in an AI Marketing World and How AI Changes Your Customers, Mark explains why chasing AI visibility is largely a Sisyphean task for most businesses, how to close the gap between what a company sells and what customers actually buy, and why community—not audience—is where the strongest brand loyalty lives. The episode closes with Tom’s story of a pest control company that won his loyalty without a single performance claim, and a preview of the next episode with Brian Clark on converting audience into community.

N.B.:

Learn more at businessesgrow.com.

Connect with Mark on LinkedIn.

Pick up Audacious: How Humans Win in an AI Marketing World and How AI Changes Your Customers wherever books are sold.

Takeaways:

Brand preferences are AI overrides—if customers trust and identify with a brand, no algorithm changes the decision.

Chasing top AI visibility is a Sisyphean task for most businesses; investing in brand and word-of-mouth is more achievable and more durable.

The "Only we…" exercise is a fast diagnostic: if five executives give five different answers, the company does not yet have a marketing strategy.

Companies often confuse what they sell with what customers are actually buying—and the gap between the two is where brand strategy lives.

Real customer conversations, conducted with regularity, are irreplaceable; AI research produces the same homogeneous output your competitors are already using.

The emotional hierarchy runs from advertising to audience to community—and community is where goodwill transfers to the brand most permanently.

People in a brand community form relationships with each other, and that social bond becomes the strongest attachment to the brand itself.

In a world flooded with AI-generated content, the content that stands out must approach the level of art—an interpretation of the human experience that only a specific person could produce.

Competent content is now ignorable; AI exceeds competence. Distinctly human perspective is the only durable differentiator.

The most human companies will win in an age of AI—and the engagement data is already bearing that out.

Find and Follow:

Find all episodes at bullhornsbullseyes.com.

Be sure to subscribe to our Substack to never miss an episode!

Follow the show on LinkedIn!

Learn more about Collideascope and Creative Mill at their respective websites.

Connect with Curtis and Tom on LinkedIn.

Check out our newsletter, Amplify and Aim!

Kristian A. Alomá, PhD — behavioral psychologist, founder and CEO of Threadline, and author of Start with the Story: Brand-Building in a Narrative Economy — returns to Bullhorns & Bullseyes for a second time to answer the harder follow-up question: once you have the customer truth, what do you actually do with it?

Tom and Curtis dig into signal loss, the STORY Framework, and why most organizations let the best insights die in translation. From Nike and FedEx to Peloton and McDonald’s, this conversation is a field guide for anyone who has ever come back from customer research with something real—and watched it get polished flat.

N.B.:

Learn more at threadline.com and kristianaloma.com.

Connect with Kristian on LinkedIn.

Takeaways:

Signal loss is the real enemy. You can do the research right and still lose the truth at every handoff—brief to copywriter, copywriter to AI—until what started as something real comes out sounding like everyone else in the category.

Your brand is not the hero. If your marketing centers on how great you are, there’s no room for the customer in the story. The relationship doesn’t go far from there.

The STORY Framework: Struggle → Tool → Objective → Reward → Yearning. Most brands start at Tool and skip Yearning entirely—but Yearning is where loyalty lives.

Build the hymnal. A documented, organization-wide source of customer truth is not a slide deck. It’s the guardrail against drift, the creative brief anchor, and the only thing that keeps the whole team telling the same story.

AI amplifies what you give it. Feed it your customer’s reality, and it amplifies signal. Feed it nothing, and it amplifies your own reflection—faster.

Show, don’t tell. Claims are unverifiable to anyone who hasn’t already experienced them. Stories are felt before they’re evaluated. The difference is the difference between copy that sells and stories people actually believe.

Brand is a relationship, not an asset. The companies that get it right—Nike, FedEx, McDonald’s—invest in the emotional experience of the customer, not just the product or the logistics behind it.

Find and Follow:

Find all episodes at bullhornsbullseyes.com.

Follow the show on LinkedIn!

Learn more about Collideascope and Creative Mill at their respective websites.

Connect with Curtis and Tom on LinkedIn.

Check out our newsletter, Amplify and Aim!

Emily Bielak, Director at The Martec Group, returns to Bullhorns & Bullseyes to dig into the hidden costs of customer blind spots…and how behavioral research can expose them. 

Building on the previous lesson with Will Leach, about the emotional nature of purchase decisions, Tom and Curtis bring

 Emily in to explain what actually happens when companies think they already know their customer. Emily walks through The Martec Group’s approach to customer segmentation and journey mapping, including the Martec Emotion Score, the Peak-End Theory, and the “what, so what, now what” framework that separates actionable research from reports that collect digital dust. The conversation covers why segmentation goes far beyond the ideal customer profile, how to read the emotional signals at every stage of the buyer journey, and what a minimum viable research program actually looks like—whether you’re a scrappy small business or a company with unlimited budget.

N.B.:

Learn more about The Martec Emotion Score and Customer Journey Mapping and Segmentation at martecgroup.com.

Connect with Emily on LinkedIn.

Be sure to subscribe to our Substack to never miss an episode!

Takeaways:

The most dangerous assumption in marketing isn’t “we don’t know our customer”—it’s “we already do.”

Emotions drive 96% of decisions. Rational analysis is the post-game recap, not the game.

Segmentation goes beyond your ICP. The customers outside your ideal profile still buy—and understanding them unlocks growth.

The Martec Emotion Score quantifies the net pleasantness of emotion the way NPS quantifies advocacy—giving leaders a metric they can actually manage.

The peak-end rule says customers remember how they felt at the peak and at the end of an experience. Design for those moments, not the average.

Research that sits in a filing cabinet isn’t research—it’s a sunk cost. The “what, so what, now what” framework turns findings into a roadmap.

AI is a useful brainstorming and organizing tool, but it can’t replace the human judgment required to act on emotional and behavioral data.

The minimum viable research program is a one-on-one customer interview. No budget required—just the willingness to ask.

A qual–quant–qual approach is the gold standard: qualitative context, quantitative validation, then qualitative depth to bring segments to life.

Misaligned marketing doesn’t mean bad execution. It means execution built on the wrong foundation. Fix the strategy first.

Find and Follow:

Find all episodes at bullhornsbullseyes.com.

Be sure to subscribe to our Substack to never miss an episode!

Follow the show on LinkedIn!

Learn more about CollideascopeCreative Mill at their respective websites.

Connect with Curtis and Tom on LinkedIn.

Check out our newsletter, Amplify and Aim!

This episode builds and expands upon the themes from episode 1: why marketing drifts, why mirror marketing fails, and why AI can be a false prophet if it’s amplifying the wrong things. How do you know what the right things actually are? Tune in to find out, as Will demonstrates how customers make purchase decisions…and teases our next lesson: How you can find out how your customer truly feels!

N.B.:

* Learn more and get the book

* Connect with Will on LinkedIn

* Let’s continue the conversation on our Substack! And please remember to subscribe so you never miss an episode!

Takeaways:

* The brain’s filter—the reticular activating system—blocks most marketing before it ever reaches conscious awareness; only pain points and genuine aspirations get through.

* Marketers understand consumer psychology as individuals but abandon it when thinking as providers, defaulting to feature comparisons instead.

* Short-term revenue accountability is the structural reason most marketing stays shallow; optimizing for measurable metrics crowds out deeper customer understanding.

* Large language models are trained on the world’s data, not your customer’s—what they return sounds good but is essentially a very confident average.

* Temporal landmarks—predictable moments in time when a specific mind state is likely active—let marketers target context without needing to identify individual psychological states.

* The CFO conversation changes when you can articulate what makes customers tick and predict messaging outcomes, rather than reporting last month’s clicks.

* Before any marketing meeting moves to tactics or metrics, it should start with one question: what is the customer’s pain or aspiration right now?

* Review data, call transcripts, and social media all contain psychological “tells”; AI can help surface them if it’s been grounded in behavioral science frameworks first.

* Brand is increasingly the only durable moat—not pricing, distribution, or operations—and LLMs will recognize and amplify brands that have earned genuine psychological meaning.

* AI amplifies whatever you activate—right or wrong. Getting the customer psychology right before scaling is no longer optional.

Find and Follow:

* Find all episodes at bullhornsbullseyes.com.

* Be sure to subscribe to our Substack to never miss an episode!

* Follow the show on LinkedIn!

* Learn more about Collideascope and Creative Mill at their respective websites.

* Connect with Curtis and Tom on LinkedIn.

* Check out our newsletter, Amplify and Aim!

As AI makes it easier to execute faster and at scale, many companies are unknowingly accelerating that drift—amplifying the wrong message, chasing tactics, and increasing complexity. The result is what Tom and Curtis call the chaos tax: more activity, more spend, and less impact.

This episode introduces a new framework for getting back on course, starting with a simple but critical shift: diagnosis before deployment.

And please remember to subscribe the Substack newsletter so you never miss an episode!

Takeaways:

Warning: AI amplifies whatever you feed it—right or wrong.

Marketing drift happens gradually, then suddenly—and most teams don’t recognize it.

AI often accelerates that drift by scaling misaligned messaging and tactics.

The chaos tax is the cost of drift: increased effort, spend, and complexity without results.

Most brands rely on internal assumptions instead of real customer insights.

Diagnosis before deployment helps realign marketing before scaling it.

The path forward starts by reconnecting with the customer—not doubling down on tactics.

The four principles for modern marketing that we will explore in Season 3:

→ Diagnosis before deployment

→ Coherence before creativity

→ Meaning before media

→ Revenue before reach

Takeaways:

• Storytelling remains the most powerful differentiator in the age of AI—audiences stay to “see how the story ends.”

• Algorithms increasingly gatekeep audience access, forcing marketers to balance organic strategy with paid amplification.

• A look at AI driving the newest, latest digital advertising platforms and what it means for your campaigns going forward.

• AI literacy is now table stakes, but adding a human layer—empathy, perspective, originality—is what keeps content relevant.

• Long-form, immersive content consumption is resurging as people tire of mindless scrolling.

• Brands should prioritize owning their audience—newsletters, communities, and direct channels—to future-proof against platform shifts.

• The PESO model, attribution challenges, and algorithmic “math” all continue to influence how campaigns perform and how marketers plan.

• SNEAK PREVIEW: Season 3 may include serialized educational mini-courses to help listeners build real skills over a structured series. 

• And get ready for the Bullhorns and Bullseyes community!

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Then Mario opens the door to a deeper discussion on organizational dynamics through DISC profiling—how it informs hiring, management, sales, and even your website UX. It’s a wide-ranging, entertaining episode that connects storytelling, human behavior, and data-driven marketing into one cohesive playbook.

N.B.:

• Learn more at assistedlivingct.com and assistedlivingtechnologies.com.

• Connect with Mario on LinkedIn.

Takeaways:

• Fine-tuning marketing signals too narrowly can reduce lead volume—even if conversion rate rises.

• Real-time data sent back to platforms (Google, Meta) improves campaign learning—and protects budget utilization.

• Marketing wins should be counted at the moment a qualified lead enters the sales process, not only after sales qualifies it again.

• DISC profiling can dramatically improve internal communication, hiring, and operational harmony.

• Sales teams can use DISC cues to better read prospects and adapt communication on the fly.

• Marketing content must appeal to all DISC types—Ds want clarity, Cs want detail, Is want story, and Ss want reassurance.

• Growth requires both efficiency and volume; you can’t rely on algorithmic “sure things” alone.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

If you’ve ever wondered whether your website’s cookie notice is enough… this one’s for you.

N.B.:

• Learn more at VarnumLaw.com.

• Connect with Amy on LinkedIn.

Takeaways:

• Almost every website collects personal data—even IP addresses and analytics count.

• Cookie banners must actually work; “fake” ones can expose you to lawsuits.

• Avoid dark patterns—don’t make it easier to accept cookies than reject them.

• Privacy laws now exist in 19+ U.S. states, plus GDPR and Canada’s frameworks.

• Compliance isn’t optional: lawsuits and $20K-per-user settlements are real risks.

• Privacy compliance starts with data mapping—know what data you collect, where it goes, and who touches it.

• Privacy policies must match your real data practices; templates can increase risk.

• “Privacy by design” is cheaper and easier than fixing it later.

• Partnering with privacy counsel early protects your brand and unlocks new opportunities (many large vendors now require compliance).

• Consumers expect transparency—it’s not just legal hygiene, it’s a trust advantage.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

If you’ve ever wondered whether the agency you built can evolve fast enough, this one’s a masterclass in disruption done right.

N.B.:

• Learn more at TrueDepth.com.

• Connect with Janet on LinkedIn.

Takeaways:

• The old agency model—layers, meetings, and middle-management—is fading fast.

• Leaders who stop “doing the work” lose their edge (and joy); reinvention starts by reclaiming the craft.

• Smaller, hybrid “non-agencies” and TeamLance-style networks are outperforming traditional structures.

• Private equity is still investing—but only in firms showing real evolution and profitability.

• M&A success depends on integration, not just the deal; culture alignment is everything.

• AI is both a disruptor and an amplifier: smart teams use it to enhance strategy, not replace people.

• “Privacy by design” becomes “strategy by design”—adapt or fade.

• Younger talent will need an apprenticeship mindset to gain real-world strategic skills.

• Agencies that keep reinventing themselves—not clinging to legacy models—will attract both buyers and clients.

• The number-one indicator of future value? A strong management bench, not a founder-centric brand.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• Learn more at further.net and leadingexpert.com.

• Connect with Brian on LinkedIn.

Takeaways:

• Build the audience first, then design the product around validated pain points of that audience.

• Treat social as discovery; make email your home base and asset.

• You don’t need a massive audience—just a trusted one.

• Use “lean content” to iterate: publish → observe → refine → ship.

• Let AI amplify your ideas and delivery, not replace your voice.

• Speak to a specific someone (repel to attract); shared identity builds trust.

• Midlife is a growth edge: seasoned expertise + AI + ownership = leverage.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• Learn more at threadline.com and kristianaloma.com.Connect with Kristian on LinkedIn.

Takeaways:

• Stories drive behavior. People buy symbols of who they are, not just products.

• Brand ≠ marketing. Branding is the relationship you create; marketing lives within it.

• The STORY Framework: Struggle → Tool → Objective → Reward → Yearning—the arc every brand narrative needs.

• Make your customer the hero. If you claim hero status, they’ll find another story.

• Empathy > data. Great research listens for emotion; story gives the numbers meaning.

• Honor your own story. A brand’s legacy proves it’s earned the right to tell today’s story.

• Think in lifetimes, not quarters. Narrative strategy builds loyalty that compounds.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• See Jesse’s work at superwebpros.com

• Connect with Jesse on LinkedIn

Takeaways:

• AI’s rapid growth in the past 18–24 months is unlike any prior tech shift—driven by compounding data and accessibility.

• The “aha moment” wasn’t just ChatGPT—it was when models could connect via APIs, powering real business workflows.

• Browsers and websites are moving toward personalized, agentic experiences, where every visitor gets a unique conversation.

• Model Context Protocols (MCPs) are the plumbing that allow AI agents to connect to tools, CRMs, and data.

• Open-source tools like LibreChat and n8n are enabling lean teams to do what once required enterprise resources.

• Success with AI depends on clean, structured data and aligning agents with your brand voice.

• Expect the near future to blend “pageants” (pages as agents), conversational lead magnets, and AI product guides—transforming websites into dynamic, brand-personalized conversations.

• Looking ahead 12–24 months: AI agents will increasingly network with each other to handle real-world tasks (like booking a repair service) automatically.

Find and Follow:

• Find all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• See StoryBrand in action at lovascogroup.com

• Connect with Mike on LinkedIn

Takeaways:

• StoryBrand aligns tightly with the classic Hero’s Journey: your customer is the hero, your brand is the guide with a plan. 

• Lead with the problem/pain your ideal customer feels—name it better than they can—and momentum follows. 

• Strong, simple calls to action (and a secondary CTA) keep websites from becoming feature dumps. 

• Don’t just promise a happy ending; contrast success vs. failure right after the CTA to spur action. 

• Why–How–What vs. StoryBrand? More alignment than debate: hook with the “why,” earn the scroll for the how/what. 

• Implementation matters: LoVasco used StoryBrand copy first, then design, then scaled it as a shared internal language. 

• Outcome: clearer positioning, easier sales conversations, and clients discovering adjacent services they actually need.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

You’ll also hear practical advice on how to test your brand visibility in AI tools today, why owned and earned media are more important than ever, and how to shift from funnels to flywheels when building trust.

N.B.:

• Learn more at SpinSucks.com

• Connect with Gini on LinkedIn

Takeaways:

• The PESO Model—paid, earned, shared, owned—must evolve into an operating system for comms teams.

• In a zero-click world, credibility in earned and owned media drives whether AI surfaces your brand.

• The customer journey is no longer linear—think “flywheel,” not funnel.

• Attribution is broken. Instead, track traction signals like branded search lift, community health, and unaided awareness.

• Your website is still critical. AI may cite it, and high-quality visitors often come directly from those references.

• Think like a publisher again: create content that answers real customer questions, not just what Google wants.

• Test your brand visibility by going incognito in AI tools. See what shows up, what doesn’t, and fix inconsistencies.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

The conversation covers how contextual advertising works without relying on cookies or personal data, why precision beats blanket targeting, and how brands can win in a zero-click, privacy-first era. Brendan also shares case studies, including one niche product that saw a 35x lift in click-through rate using Classify’s curated URL lists, and introduces fresh ideas like his “ROSÉ” metric—return on sustainable efficiency—for tackling advertising’s carbon footprint.

N.B.:

• Learn more at tryclassify.com

• Connect with Brendan on LinkedIn

Takeaways:

• Contextual advertising is back—precision content targeting without cookies.

• AI can classify content at a deeper, more semantic level than legacy tools.

• Custom URL lists unlock niche targeting with outsized performance gains.

• Strong contextual alignment can lift CTRs by 50%+ (and sometimes far more).

• Sustainability matters: the ad industry must cut carbon waste from its massive data infrastructure.

• Best content still wins—context plus community creates durable advertising value.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• Learn more at scoutdesign.agency

• Connect with Nolan on LinkedIn

Takeaways:

• Employer branding isn’t just advertising—it’s the candidate experience.

• Authenticity and alignment with company culture are essential.

• Strong employer branding improves application rates, candidate quality, and retention.

• Recruitment marketing and technology work best only after the brand truth is defined.

• Employer branding must connect with the company’s overall brand strategy for maximum impact.

• AI tools like Olivia can enhance, not replace, human touchpoints in the hiring journey.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

We’re working without a net this week, folks…well, we did have the internet…but we didn’t use it…promise!

N.B.:

• Connect with Josh on LinkedIn.

• Learn more about Josh and his agency at Donco Marketing.

Takeaways:

• Funnel-driven storytelling helps structure brand messaging.

• Awareness is crucial in the initial stages of customer engagement.

• Positioning the customer as the hero enhances brand appeal.

• Social proof can significantly impact customer trust.

• Effective storytelling should focus on benefits, not just features.

• Understanding the audience's journey is key to effective marketing.

• Brand storytelling should evolve from the website outward.  

• Identifying the precise target audience is crucial for effective messaging.

• Data plays a vital role in understanding lead generation and conversion.

• Stakeholder interviews are essential for crafting effective marketing narratives.

• AI can enhance marketing strategies but should not replace human insight.

• Effective messaging should focus on the customer's journey and pain points.

• Understanding the emotional aspects of marketing can improve client relationships.

• Customer-centric marketing positions the customer as the hero of the story.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• Connect with Meagan on LinkedIn.

• Learn more about Kinetic Marketing Communications at kineticcomms.com.

Takeaways:

• Authenticity and storytelling are crucial in marketing, but let’s understand what each of those words actually mean in the modern marketing environment.

• Kinetic operates as a collective agency model—just like Collideascope!

• In a post-SEO world and new GEO reality, the focus should be on writing for people, not algorithms.

• The customer should always be the hero of the story. Where have we heard THAT before?!

• Brands must connect with their audience's needs and emotions authentically, so they understand which stories to tell.

• Executive involvement in storytelling enhances brand trust.

• Data can help align brand messaging with audience expectations.

• Storytelling should be approached like journalism in many ways.

• The impact of a story is more important than the litany of product features.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

N.B.:

• Don’t forget to check your favorite music listening platforms for Page 99 and August Red!

  
  

Takeaways:

• Identifying and serving an audience is crucial for content success.

• Storytelling is a key element in engaging listeners.

• Building a community around a niche can lead to greater success than trying to build a customer base for your product or service.

• Strategizing before launching a podcast can prevent future pitfalls.

• Engaging with existing communities can accelerate audience growth for yourself.

• Building momentum through networking can lead to greater visibility.

• Creating content that serves the audience fosters genuine connections—more so than constantly pitching your wares.

• Podcasting allows for the creation of diverse content from a single episode.

N.B.:

• Learn more and get the book

• Connect with Will on LinkedIn

Takeaways:

• Understanding the non-conscious mind is crucial for effective marketing.

• The Mind State Model helps in crafting messages that resonate with consumers.

• Goals and motivations drive consumer behavior more than features.

• Behavioral economics provides insights into decision-making shortcuts.

• The reticular activating system filters out most marketing messages.

• Addressing pain points can bypass consumer filters and capture attention.

• Marketing should start with understanding the customer, not the product.

• Understanding psychological mind states is crucial for effective marketing.

• Resist “the AAA of temptation,” which is attribution, algorithms, and arithmetic.

• Marketers often optimize for metrics instead of human behavior.

• Brand attachment is stronger than brand loyalty.

• Temporal landmarks influence consumer behavior and decision-making.

In the first-ever in-studio edition of Bullhorns and Bullseyes, Curtis and Tom welcome onto the set Doug Mans and Meghan Mans-Kurili, fourth- and fifth-generation members of the Mans family at the help of Mans Lumber and Home. Learn about the company’s secret to longevity, a story that spans 125 years, two world wars, two global pandemics, a housing bubble crisis, and even attempted arson! Learn how a family-owned business can both stay consistent to its values while also adapting with the times and evolving and innovating as a business. Listen or watch along to hear how Meghan modernized the company’s marketing approach, evolving it from brand awareness only to a mix of brand awareness, lead generation, and measurable outcomes tied to actual sales.

N.B.:

• Read and see all about the Mans legacy spanning 125 years!

• Thanks to Auxiom for providing the studio space, recording gear, and highly capable tech team!

Takeaways:

• Evolve with the times to stay relevant—what worked for your business decades ago won’t carry you into the future.

• Balance old-school tactics like radio and billboards with performance-based digital marketing to maximize your reach and ROI.

• Prioritize marketing channels you can track and measure so you know exactly what’s working and where to invest.

• Implement a closed-loop system where sales feeds lead quality data back to marketing to improve targeting and reduce waste.

• Don’t underestimate your Google Business Profile—it may drive more phone calls than your website.

• Rebrand thoughtfully if your current identity limits your appeal—make sure your name, colors, and message invite in your ideal customer.

• Simplify the customer journey—make key actions like calling or finding a location just one tap away on mobile.

• Create cohesion across multiple brands by building a unified strategy, even if the businesses serve slightly different markets.

• Help your customers grow by sharing your marketing expertise—it deepens relationships and strengthens loyalty.

• Use storytelling to turn your brand history and customer relationships into meaningful, memorable content.

N.B.:

• Find the book, follow Mark, and learn MUCH much more at businessesgrow.com.

Takeaways:

• Authenticity is key in a world saturated with AI-generated content.

• Personal branding is the final 20% that AI cannot replicate and won’t be replaced.

• Courage is essential for marketers to stand out.

• Storytelling should evoke emotions, not just convey information.

• Disrupting traditional storytelling can lead to greater engagement.

• Community building is a powerful marketing strategy.

• Measuring the impact of audacious marketing is essential. Check out Mark’s book for a methodology for measuring “audacious” marketing.

• AI should be embraced as a tool for enhancement, not replacement.

• Humans will always have an edge in marketing through creativity and connection…if they lean into originality, authenticity, and yes—audacity!

N.B.:

• Check out Nikki’s and Lexi’s website and podcast at franco.com.

• Connect with Nikki and Lexi on LinkedIn.

Takeaways:

• PR is increasingly important now, especially with the rise of AI.

• The PESO model integrates paid, earned, shared, and owned media for success.

• Earned media is crucial for discoverability, not just awareness.

• SEO is not dead; it continues to evolve with AI.

• High-quality content is essential for audience engagement.

• AI is changing the way we approach media relations.

• Brands must optimize for answer engines to increase visibility.

• Content syndication is as important as content creation.

• Measuring success should go beyond just conversions.

• Engaging content can significantly increase audience interaction.

• Implementing AI policies is necessary for organizational alignment.

• Creating a cohesive marketing strategy requires integration across channels.

N.B.: 

• Follow Joel on LinkedIn

• Check out YakAI.co

Takeaways:

• The Google Business Profile is crucial for local SEO.

• AI is transforming the marketing landscape.

• Yakkers thrive in competitive environments.

• Customer reviews significantly impact business visibility.

• Optimizing digital storefronts is essential for growth.

• Businesses must adapt to changing consumer behaviors.

• Leveraging existing customers for reviews is key.

• AI tools can enhance customer engagement.

• Content development helps train AI models.

• Monitoring online profiles is an ongoing necessity.

N.B.: 

• Follow Jared on LinkedIn

  Check out Outworks.io

Takeaways:

• Founder-led content humanizes executives and builds trust.

• The pandemic shifted focus from company content to personal branding.

• Video content is crucial for engagement on LinkedIn.

• Quality of impressions matters more than quantity.

• Buyers prefer to do their research before engaging.

• Content can accelerate the sales pipeline.

• Influence can still be gained despite reduced reach. Relentless content creation combines quality and quantity.

• Not everyone is ready to buy immediately; content serves future needs.

• Long-term commitment to content is essential for success.

• Content should be a lifestyle change, not a short-term campaign.

The conversation emphasizes the significance of awareness, engagement, and the need to nurture potential customers through the funnel to achieve successful conversions. In this conversation, Curtis Hays and Tom Nixon delve into the intricacies of content marketing and the sales funnel, emphasizing the importance of building trust with potential customers through educational content. They discuss the need for relentless content creation to engage learners and nurture their interest, ultimately guiding them through the sales funnel towards conversion. 

N.B.: Here is a link to the visuals Tom and Curtis shared during the episode.

Takeaways:

• The duo highlights the pitfalls of skipping essential steps in the funnel, the significance of understanding customer purpose, and the necessity of aligning marketing strategies to maximize customer lifetime value. 

• They also explore the power of 'why' in marketing, advocating for a customer-centric approach that resonates with potential buyers.

• Sales funnels are linear (because they describe an evolution of thought process, regardless of timeline); though customer journeys can be varied and difficult to predict or map in a straight line.

• Awareness is the first step in the sales funnel.

• Engagement is crucial for moving customers through the funnel.

• The RACE framework helps structure marketing efforts—especially metrics.

• Metrics should align with each stage of the funnel.

• Skipping the funnel is a selfish and short-sighted folly that can lead to missed opportunities.

• Understanding your audience is essential for effective marketing.

• Conversion requires nurturing and proper timing. Content marketing is crucial for building trust.

• Educational content helps engage potential customers.

• Relentless content creation is necessary for nurturing interest.

• Effective marketing requires patience and time.

• Customer engagement should focus on the customers’ needs, not just the product’s features.

• Marketing should be viewed as an investment, not an expense.

N.B.:

• Check out Creative Mill here..

• Learn more about Collideascope here!

Takeaways:

• Companies should focus on “being awesome,” BEFORE they begin to think about selling products.

• The hero's journey framework can and should be applied to marketing strategies. But remember: you’re not the hero in the story!

• Mapping the customer journey is essential to convert visitors into an audience and it begins by asking existing customers, “Tell us about the journey that led you here…”

• Customers aren’t buying the product, necessarily…they’re chasing the outcome. Effective marketing examples from brands illustrate the importance of outcome-focused messaging.

• Wait, content isn’t king anymore? Then what is? → Audience first.

N.B.:

• Check out The Aux Co.’s website.

• Connect with Dani on LinkedIn!

Takeaways:

• Brands should focus on building an audience, not just customers.

• The new agency model allows for flexibility and creativity.

• Branding should come before marketing efforts.

• Data-driven decisions are crucial for effective marketing strategies.

• Consistency in messaging is key to brand success.

• Agility in marketing allows brands to adapt to changes quickly.

• Understanding your audience is essential for effective branding.

• Sales will follow when a brand builds a loyal community.

• Creating brand magnetism requires authenticity and connection.

N.B.:

• Google Marketing Live 2025 in under 15 minutes

• Don’t miss this amazing AI video using VEO3: Puppramin!

Takeaways:

• YouTube has surpassed Netflix as the number one streaming platform in the U.S.

• 15% of daily searches are new queries that have never been searched before.

• SEO is shifting away from keyword stuffing to understanding user intent.

• AI technologies are not ranking factors but serve as researchers for content.

• Google aims to understand the 'why' behind user queries to provide better results.

• Businesses need to focus on solving customer problems rather than just ranking for keywords.

• Brand reputation and sentiment analysis are becoming crucial in AI-driven search results.

• YouTube creators will have new opportunities for revenue through brand partnerships. 

• YouTube remains a cost-effective platform for advertising.

• The marketing funnel is, in fact, sequential (if not “linear”); customer journeys are not.

• AI can enhance advertising but requires human oversight.

• Transparency in data management is essential for trust.

• Offline conversions should be integrated into marketing strategies.

The conversation explores the challenges marketers face in tracking conversions, the significance of reporting in monetary terms, and the need for accountability in sales processes. They also delve into the concept of gamification in lead management, highlighting how making the process engaging can lead to better results and team cohesion. The discussion also highlights the significance of content marketing and branding in achieving long-term success in a competitive landscape.

Takeaways:

• Reporting in dollars rather than vanity metrics is crucial for client satisfaction.
• Creating a system that is easy to use is essential for adoption.
• Attribution challenges often stem from people not wanting to follow processes.
• Gamification can enhance engagement and accountability in lead management.
• Transparency in reporting leads to better training and performance.

• Optimizing campaigns should be based on actionable insights rather than overwhelming data. Engagement is crucial for clients to see value in marketing platforms.

• Real-time metrics allow for agile budgeting and decision-making.
• Content marketing should prioritize audience needs over SEO.
• Branding plays a significant role in marketing effectiveness.
• Understanding the full customer journey enhances marketing strategies.
• Marketers must adapt budgets based on performance metrics.
• Not all leads come from search; content should attract the right audience.

https://bullhornsbullseyes.com/episode-51/

N.B.:

• Connect with Carl on LinkedIn.

  
  

Takeaways:

• Advertising is fundamentally a math problem. And so is your business.

• Understanding key metrics is crucial for business sustainability.

• Multiple failures can lead to valuable lessons in entrepreneurship.

• Doing the math upfront can prevent wasted time and resources.

• The balance between creativity and analytics is essential in business.

• Branding is the essence of a company, while marketing communicates that essence.

• E-commerce should be treated as a business, not just a channel.

• Customer acquisition cost is vital for understanding business viability.

• A successful business requires both magic (creativity) and math (analytics).

• E-commerce requires a full-time commitment and a strategic mindset.

• Key metrics include conversion rate, average order value, and customer lifetime value.

• Frequency of customer touchpoints is essential to boost conversion.

• Math provides clarity and direction for business strategies.

N.B.: 

• Follow Moshe on LinkedIn
• Learn more about Beehiiv here: https://www.beehiiv.com

Takeaways:

• Email marketing remains a powerful tool for deep, rich, undistracted engagement.
• “Building on rented land” is essential for modern marketing, but so is owned media (review the PESO model!).
• Frequency and relevance are key to staying top of mind, in email or any other medium.
• Advertisers seek targeted engagement over broad reach, both of which can be achieved through newsletter advertising.
• Email is still a primary channel for busy professionals, even among those who try to avoid the clutter of their inboxes.
• Engaged audiences provide valuable impressions for advertisers—niche newsletters can capture deeply engaged audiences where the live, work and play.

N.B.: 

• Follow Ryan on LinkedIn
• Check out the Ryan’s learning cohort.
• Take the video quiz here. 

Takeaways:

• Video is becoming a dominant force in content marketing.
• Brands often hesitate to create video content due to fear of investment and uncertainty about messaging.
• Authenticity in storytelling is crucial for building trust with clients.
• Humanizing brands by showcasing real people can enhance customer connection.
• Using video can save time and improve communication in client interactions.
• AI cannot replace the emotional connection created through authentic storytelling.
• Overcoming the fear of video production can lead to significant marketing success.
• Real, unpolished content can sometimes resonate more with audiences than highly produced videos.
• Building trust through testimonials is crucial for earning trust and building brands.
• Top-of-the-funnel marketing can reduce costs and increase visibility.
• Your unique voice and experience are your secret weapons that nobody else can replicate in the market.
• Embrace your brand's quirks and be authentic in your messaging.

N.B.: 

• Follow Matt on LinkedIn
• Check out the BLTnT Podcast!

Takeaways:

• Podcasting is a powerful medium for storytelling.
• Content marketing has evolved, and podcasting is a key part.
• Success metrics in podcasting go beyond just numbers.
• Authenticity in storytelling is crucial for engagement.
• The podcasting landscape continues to grow and evolve. Marketing is about storytelling and sharing authentic experiences.
• Video content allows for a deeper connection with the audience.
• Different people consume content in various ways, including video, audio, and written formats.
• Short video clips can significantly increase engagement and views.

In the meantime, Tom and Curtis welcome Jessica Pulis, National Account Manager with Red Seat Ventures, to the podcast to discuss the evolving landscape of podcasting. They explore the journey of podcast advertising, the importance of authenticity, and the metrics that define success in the podcasting world. Jessica shares insights on emerging trends, the appeal of reaching niche audiences, and the future of podcast advertising, emphasizing the opportunities for both creators and brands in this dynamic space.

N.B.: 

• Follow Jessica on LinkedIn
• Key a-ha moment: “The Transfer of Trust”
  (You’ll have to listen to learn!)

Takeaways:

• Podcasting is a unique but still emerging platform for niche audiences.
• Authenticity in advertising leads to higher conversion rates.
• The podcasting landscape is evolving with the popularity of video content.
• Advertisers are increasingly recognizing the value of podcasting marketing.
• Metrics for success include engagement, yes, but the “transfer of trust” of ardent audiences is possibly more important.
• The podcasting space is still growing and offers opportunities for both creators and advertisers.
• Podcasting serves as a multimedia extension of content marketing.

N.B.: 

• Follow Claudia on LinkedIn
• Behold: A podcast about Yacht Rock and a community now 160,000 strong!
• Claudia’s community: #FindYourTribe

Takeaways:

• Influencer marketing in B2B is broader than just social media stars.
• Trust is more important than audience size in influencer marketing.
• Micro-influencers often have deeper connections with their audience.
• Authenticity is key to establishing trust in marketing.
• Internal employees can serve as powerful influencers for brands.
• Building a community requires understanding the audience's pain points.
• Engaging with existing communities can be more effective than creating new ones.
• Providing value is essential for converting community members into customers.
• Influencer marketing has been happening in B2B for a long time, just under different names.
• Creating content and engaging in conversations can help brands find their audience. Patience is crucial in community building and marketing.
• Focus on audience needs rather than self-promotion.
• Creating value in niche communities can lead to growth.

N.B.: 

• Follow Katherine on LinkedIn

Takeaways:

• Fishing is a more fitting analogy for sales than hunting.
• Hunting implies aggression, which can alienate customers.
• Understanding your environment is crucial in both fishing and marketing.
• Patience is essential when engaging with potential customers.
• Research is key to adapting marketing strategies effectively.
• Building relationships takes time and trust.
• Content quality is as important as the delivery method.
• Engagement should be authentic and customer-focused.
• Treat customers as individuals you want to connect with.
• Learn your customers' needs to be more effective in marketing.

N.B.: 

• Follow Aimee on LinkedIn
• Visit her company’s website: Bandwidth Strategy
• Learn more about The Josephine Collective, a women-led group of angel investors co-investing small amounts (as little as $1,000 per angel per deal) in early-stage startups across the United States.

Takeaways:

• Understanding the difference between hand raisers and learners is crucial.
• Marketing strategies should cater to both learners and hand raisers.
• The learner journey is essential for nurturing potential customers.
• Metrics should reflect the nuances of the marketing process.
• Invisible learners and lurkers are valuable in the marketing funnel.
• Authenticity builds trust and encourages conversions.
• Sales and marketing must align on definitions and expectations.
• Creating two funnels helps clarify marketing efforts.
• Long-term marketing strategies yield better results over time.
• Engaging content can turn casual learners into loyal customers.

In this episode, Tom and Curtis explore the evolving landscape of search and marketing in the age of AI. They discuss the rise of zero-click searches, the implications of voice search, and the need for businesses to adapt their SEO strategies. The conversation emphasizes the importance of authentic content and storytelling in marketing, as well as the role of influencers and community engagement in building trust with audiences. 

N.B.: Tom’s AI vs. human storytelling example that just might bring a tear to your eye: https://www.linkedin.com/posts/tnixon16_on-the-next-episode-of-bullhorns-bullseyes-activity-7287127028439425024-VKwx

Takeways:

• The advent of AI has transformed search results, leading to a rise in “zero-click” search results.


• A full 65% of Google searches do not result in a click to a website.


• Voice search is becoming increasingly prevalent and should be considered in SEO strategies.


• SEO is evolving into “search everywhere optimization,” as search occurs across various platforms.


• Authentic content is crucial for connecting with audiences and standing out in a crowded market.


• Storytelling in marketing helps brands connect emotionally with their audience.


• Influencer marketing leverages established trust to tell brand stories effectively.


• Community engagement is essential for understanding customer needs and fostering relationships.


• Brands must prioritize authenticity to resonate with their audience and avoid sounding like marketing.


• The future of marketing lies in meaningful conversations and connections with customers, not necessarily waiting for searches to lead prospects to your doorstep.

They covered the bases, they fielded some live questions, and they tried to tee listeners up to hit a home run when developing their 2025 marketing plans!

Topics Covered:

• The Shift to Authenticity: Why Gen Z rejects traditional advertising

  
  



• The Power of Video Marketing: Tips for creating authentic video content

  
  



• LinkedIn Newsletters: Building engagement from new audiences

  
  



• Chatbots: Personalized or AI-powered?

  
  



• Smarter Attribution: Navigating privacy and complex customer journeys

  
  

Takeaways:

• Reflecting on the journey of the podcast and its evolution.

  
  



• How does “WHY-HOW-WHAT” align with the “AIDA” sales funnel?

  
  



• The importance of KPIs in measuring marketing success.

  
  



• Sales readiness is crucial for converting leads into customers.

  
  



• How to align metrics with messaging and methodologies to maximize marketing efforts.

  
  



• Brand building is essential for long-term business growth and short-term lead generation.

  
  



• Sales training can significantly improve conversion rates.

  
  



• Budget allocation should reflect the sales funnel stages and map to the desired outcome of each stage…not JUST sales or conversions!

  
  

Be sure to come back for Season Two!

Takeaways:

• Reflecting on the journey of the podcast and its evolution.


• The importance of KPIs in measuring marketing success.


• Sales readiness is crucial for converting leads into customers.


• Brand building is essential for long-term business growth.


• Transitioning from lead generation to being a resource for customers.


• Measuring marketing efficiency helps in understanding ROI.


• Sales training can significantly improve conversion rates.


• Building a brand requires faith and a long-term vision.


• Aligning marketing and sales efforts is key to success.


• Continuous improvement and adaptation are necessary in business.

Learn more about Mario’s company, Assisted Living Services: assistedlivingct.com/

Connect with Mario on LinkedIn: https://www.linkedin.com/in/mario-d-aquila-mba-832aa557/

When you take a customer-driven approach to marketing, it is important to align your tactics and messaging with the prospect’s position and pathway through the various phases of the traditional sales funnel.

Takeaways:

• Understanding the sales funnel is crucial for marketers.


• Customer feedback is essential for refining marketing strategies.


• Demand capture and demand generation serve different purposes.


• Messaging should align with the customer's journey.


• Patience is key in marketing; results take time.


• Real-world examples illustrate the effectiveness of these strategies.


• Aligning marketing efforts with customer needs is vital.


• Continuous learning and adaptation are necessary for success.

Forget the Funnel: ⁠https://forgetthefunnel.com

Takeaways:

• Shifting from customer acquisition to customer retention and loyalty is crucial for long-term success.


• Understanding the fan base and tailoring the fan experience is essential for building strong relationships.


• Data gathering initiatives, such as surveys and focus groups, provide valuable insights into fan profiles and preferences.


• Rebranding can generate excitement and attract new fans.


• Giving fans what they want is key to maintaining their loyalty and engagement.

Connect with Scott on LinkedIn: ⁠https://www.linkedin.com/in/showland3

https://bullhornsbullseyes.com/episode-37/

Takeaways:

• Companies that focus on brand strategy in addition to lead generation are more successful at Understanding your audience is crucial before starting marketing campaigns.


• Audience segmentation goes beyond demographics and includes emotions, needs, and behaviors.


• Measuring the lifetime value of a customer and the impact of referrals is essential for evaluating marketing effectiveness.


• A blend of qualitative and quantitative research provides a holistic understanding of the audience.


• Emotions play a significant role in designing a positive customer experience.

Learn more about Customer Segmentation and The Martec Group: martecgroup.com

Connect with Emily on LinkedIn: ⁠https://www.linkedin.com/in/emilybielak

Takeaways:

• Companies that focus on brand strategy in addition to lead generation are more successful at converting leads.


• Brand strategy involves understanding the target audience, differentiating from competitors, and communicating the unique value proposition.


• Nonprofits face unique challenges in brand strategy due to multiple stakeholder groups and the need to communicate their mission effectively.


• Active listening and customer insights are crucial in developing a compelling brand message.


• Brand strategy should be revisited regularly to adapt to changes in the market and maintain relevance.

Learn more about Forthright People: forthright-people.com

Check out the Marketing Smarts podcast: https://forthright-people.com/resources/

Connect with April on LinkedIn: ⁠https://www.linkedin.com/in/april-martini-3197644/

Takeaways:

• Building trust and credibility is crucial in attracting consulting clients.

  
  



• Creating value for clients and solving their problems is more important than traditional sales tactics for consultants and consulting firms.

  
  



• Thought leadership and content marketing can help establish expertise and attract clients who don’t yet know you.

  
  



• Consulting is a relationship-based business, and success comes from understanding and addressing clients' specific needs and challenges.

  
  

Learn more about Incite Analytics: inciteanalytics.com

Connect with Matt on LinkedIn: ⁠https://www.linkedin.com/in/mattgriffin02/

Takeaways:

• Active listening is crucial in sales and marketing to understand the customer's needs and emotions.

  
  



• Human connection is valuable in a world that is becoming increasingly automated and transactional.

  
  



• Modeling core values and creating a culture of listening within a company can lead to better customer relationships.

  
  



• Ask open-ended questions, be present and engaged in conversations, and make the customer feel heard and understood.

  
  

Learn more about Alter Orbit Coaching: https://alterorbitcoaching.com/
Connect with Chris on LinkedIn: https://www.linkedin.com/in/christopherjjimenez/

Join in to hear why Death by Powerpoint is no longer an option when presenting to groups, and follow along to adopt some new methodologies for presenting and training to better engage audiences. Be sure to consider her leadership training program to help "jump start" the leadership skills in your organization's next generation of leadership!

Takeaways:

• PowerPoint in training and webinars often leads to information overload and lacks application.


• Effective trainings focus on learning by doing and encourage discussion and application of concepts.


• Different learners have different preferences, and it's important to cater to their needs.


• Young leaders are often hungry to learn and benefit from immersive and collaborative training experiences.


• Leadership and management are distinct but interconnected roles. Leadership focuses on understanding and empowering individuals, while management involves control and coordination of tasks.


• Not everyone is suited for managing people, but anyone can develop leadership skills. Some individuals may excel at coaching and supporting others without taking on managerial responsibilities.


• Generational differences in the workplace can be a source of conflict or a valuable opportunity for collaboration. It is important to recognize and appreciate the strengths and perspectives of each generation.


• Effective leadership training goes beyond providing information and emphasizes practical application and self-awareness.

Learn more about Ignite Leadership Training:

https://michbusiness.com/services/training/

Connect with Denise on LinkedIn: https://www.linkedin.com/in/deniserobertssalespartners

Learn more about Playing to Win: playtowintogether.com

Topics + Takeaways:

• Niching down vertically or horizontally allows for the creation of scalable products and services and enables specialization in a specific industry or vertical.


• Focusing on the most profitable lines of business and targeting lower hanging fruit in advertising campaigns can lead to more effective and efficient marketing efforts.


• Having a well-functioning sales process and aligning sales and marketing efforts are crucial for maximizing the return on investment in advertising.


• Working with limited budgets requires careful planning and prioritization of marketing activities, as well as a comprehensive backend process to ensure leads are effectively converted into customers.


• While AI is an exciting development in the digital marketing industry, it is important to approach it with caution and consider its limitations and potential impact on the industry.

Chris’s website: advisorevolved.com

Connect with Chris on LinkedIn: https://www.linkedin.com/in/chrislangille119

Takeways:

• Determining a budget range is crucial when budgeting for a new website.


• Factors such as functionality, design, content and ongoing maintenance can affect the cost of a website.


• Clear communication between the client and the agency is essential to ensure that all expectations and requirements are met.


• Considering the long-term goals and strategies for a website is important when budgeting.


• Managed service plans can provide ongoing support and maintenance for a website.

Scott's website: buddywdd.com

Connect with Scott on LinkedIn: https://www.linkedin.com/in/scottdaigger

Takeaways:

• Explaining the traditional sales funnel and why it’s important

  
  



• AIDA: Aware, Interest, Desire, Action

  
  



• RACE: Reach, Act, Convert, Engage

  
  



• It’s critical to know where every unique prospect is in the sales funnel and where they are currently on the customer journey (or not). 

  
  



• Mismatching sales and marketing activity with prospects’ self-identified position in the funnel or on their journey is a death knell for sales opportunities.

  
  



• But the inverse is also true: Make sure you have content, tactics, and strategies to serve every client and prospect where they are today and where you want them to go in the future.

  
  

Takeaways:

• Building personal relationships is important in business


• Glover U provides coaching and training for real estate agents


• Authenticity and empathy are crucial in sales


• Understanding the consumer's end goal is key in messaging


• Patience is necessary in sales and marketing activities


• Follow someone who has walked the path you want to go


• Align sales and marketing to achieve better results

Connect with Kate on LinkedIn: https://www.linkedin.com/in/katetarganski/

Visit Glover U: https://www.gloveru.com/

Learn more and watch Kate’s story: https://www.gloveru.com/real-estate-coaches/kate-simon

Takeaways:

• Focus on opening opportunities rather than closing deals


• Build rapport and mirror the prospect to establish trust


• Adapt to the changing sales landscape and leverage technology


• Craft effective subject lines in emails to cut through the clutter


• Understand the prospect's pain and provide value
  

Connect with Dave on LinkedIn: https://www.linkedin.com/in/dave-tear-693a50266/

Visit Sales Coaches’ Corner: https://www.salescoachescorner.com

Takeaways:

• Engaging with other users' content is key to increasing organic reach on LinkedIn.


• LinkedIn's algorithm prioritizes genuine engagement over viral content.


• Optimizing profiles and posts for the target audience is crucial for success on LinkedIn.


• Brand building at the top of the funnel supports ad spend and enhances overall marketing efforts.


• Working with experts can help maximize the effectiveness of LinkedIn marketing. Employee advocacy and brand ambassadorship are crucial for companies to increase their reach and engagement on LinkedIn.


• LinkedIn is not just a job search platform but also a professional networking site for brand building and thought leadership.


• LinkedIn profiles should be tailored to connect with and help the ideal target audience.


• Acknowledging and rewarding employees for their engagement on LinkedIn can encourage further participation.


• Thought leaders within the company should be encouraged to share brand content on their personal profiles for increased authenticity and reach.


• LinkedIn offers various features and updates, such as premium membership for company pages and a videos tab for more engaging content.

The conversation highlights the need for clear and balanced contracts to mitigate risks and avoid conflicts. Tricia emphasizes the need for simple and clear sales commission plans and contract terms that can be easily understood and tracked. They also discuss the balance between protecting both parties and not making the contract overly complex. Tricia also announces the launch of her product, Clever Baby, on Target.com and Bye Bye Baby.

Takeaways:

• Contracts are essential in sales and marketing to protect both parties and mitigate risks.


• Different types of contracts, such as customer contracts, referral agreements, reseller agreements, and brand ambassador agreements, serve different purposes and require careful consideration.


• Intellectual property and confidentiality are key areas to address in contracts.


• Automating the contract process can make it more efficient and less burdensome.


• Having clear and balanced contracts in place can prevent conflicts and provide a solid foundation for business relationships. Sales commission plans should be simple and easy to track


• Contracts should be tailored to the specific needs of the business and its clients


• Regularly review and update contracts to ensure they align with the business


• Balance the need for protection with simplicity and clarity in contracts


• Consider the risk tolerance of both parties when negotiating contract terms

Tricia’s website: MeetMeyerLaw.com

Connect with Tricia on LinkedIn: https://www.linkedin.com/in/meyertricia/

Topics + Takeaways:

• Learn about DataSlush's expertise in applying data analytics, machine learning, and AI to solve clients’s marketing challenges, such as implementing Google Analytics and Tag Manager.


• Jigar attended the recent Google Next conference and learned about new AI agents being developed for tasks like customer service.


• Jigar shares about DataSlush's collaboration to develop an AI tutor to improve math literacy by providing hints rather than direct answers to problems.


• Exploring the challenges and opportunities of using AI in education effectively.


• The use of OKRs (objectives and key results) to set goals and track progress of marketing initiatives.

Jigar’s website: DataSlush.comConnect with Jigar on LinkedIn: https://www.linkedin.com/in/jigarnavadiya/

Nick explains how SEOtesting.com helps SEO professionals automate data collection, track changes, and measure the impact of their SEO efforts. Curtis and Tom discuss their experiences with SEO testing and the impact it has had on their clients' websites. They share examples of successful SEO tests, such as improving website speed and optimizing page titles and meta descriptions. They also discuss the importance of human involvement in content creation and the potential future of search engine results. 

Takeaways:

• Algorithm updates by Google can significantly impact search rankings, and it is important for SEO professionals to stay on top of these changes.


• The preference for helpful content in search rankings has been observed, and SEO professionals should focus on creating valuable and informative content.


• SEOtesting.com provides a comprehensive tool for tracking and analyzing SEO data, including accurate data from Google Search Console.


• The tool allows users to monitor trends, compare benchmarks, and run experiments to improve search rankings and demonstrate the impact of their SEO efforts. SEO testing can have a significant impact on website performance and organic traffic.


• Improving website speed and server response time can lead to increased impressions and traffic.


• Optimizing page titles and meta descriptions can improve search engine rankings and click-through rates.


• Human involvement in content creation is essential for creating engaging and relevant content.


• The future of search engine results may involve AI-generated answers and changes in search behavior.

Nick’s website: seotesting.com

Connect with Nick on LinkedIn: linkedin.com/in/nickswan

Takeaways:

• Integrated communications involves the integration of paid, earned, shared, and owned media to build trust, authenticity, authority, and brand awareness.


• Strong internal communication and cross-departmental collaboration are key to keeping communications integrated.


• Specialists and generalists both play important roles in integrated communications, with specialists focusing on specific areas and generalists providing a well-rounded perspective.A strategy-first approach is crucial in integrating a non-integrated marketing toolkit.


• Collecting and analyzing data is essential for making informed decisions and measuring the success of integrated communications efforts.

Franco’s website and podcast, frankly: franco.com

Connect with Nikki on LinkedIn: https://www.linkedin.com/in/nikkilittle/

Takeaways:

• PPC advertising is valuable for both consumer product goods and B2B professional services providers.


• Budgeting for PPC campaigns should consider factors such as average cost per click, conversion rates, and maximum cost per acquisition.


• Quality scores play a crucial role in determining the cost and effectiveness of PPC campaigns.


• Data analysis and visualization are essential for optimizing PPC campaigns and making informed decisions.


• Attribution tools and improved analytics platforms will enhance the accuracy and effectiveness of PPC advertising in the future.

Cory's Website: adsbycory.com

Cory on LinkedIn: https://www.linkedin.com/in/corylindholm/

Takeaways

• Finding the right fit for podcasting services involves understanding the goals and aligning them with the capabilities and resources available.


• Specializing in approach rather than industry can lead to better results, focusing on businesses that understand the importance of teaching, relational capacity, networking, and brand identity.


• Promotion and marketing are crucial for podcast success, and it involves a combination of owned, paid, and earned strategies to reach the target audience.


• Measuring success in podcasting goes beyond download numbers and focuses on factors like total listen-through, completion rates, and engagement with the audience.


• Personal podcasting projects can provide a creative outlet and a break from business-focused content, while board games offer a fun and engaging activity for families.


• VIDEO COURSE: Podcasting for Beginners (temporarily discounted)

Jeff’s website: https://www.jefflarge.com

Connect with Jeff on LinkedIn: https://www.linkedin.com/in/jefflarge/

Tune in to hear their “takes,” and feel free to adopt our tricks and apply them to your own trade!

Takeaways:

• They’re a secret! You have to listen to get them!

Takeaways:

• Nonprofits face unique challenges due to their diverse set of stakeholders and mission-driven objectives (purpose over profits).


• Shared power and change management are crucial in navigating the needs and voices of different stakeholders.


• Strength-based communication and storytelling are effective strategies for nonprofits to engage and connect with their audiences.


• Budget challenges can be addressed through pro bono work, grant funding, and strategic investments.

Takeaways:

• Understanding behavior can help marketers tailor messaging to different and distinct personality types.


• The four elements (air, earth, fire, and water) can be used as a framework for understanding behavior.


• Analyzing behavior can improve workplace management and communication.


• Tailoring marketing tactics to different personality types can lead to higher engagement and conversions.


• Tom: Is a Water type just like a Slytherin?!

Terry's website: https://trybean.com/

Connect with Terry on LinkedIn: https://www.linkedin.com/in/terrybean/

Learn more about Michelle and here training business at seejakeandjanetrain.com.Among the classes offered:

• Testimonials Acquired: https://seejakeandjanetrain.com/courses/testimonials-acquired/


• Referral Marketing: https://seejakeandjanetrain.com/courses/referral-marketing/


• Complimentary 20-Minute Call with Michelle: https://meetings.hubspot.com/info2033

Takeaways:

• Referrals and testimonials are the lifeblood of many businesses and should not be overlooked as a marketing strategy.


• Asking for referrals and testimonials should be made easy for customers, with clear instructions and links provided.


• Quality content, such as newsletters, can help keep businesses top of mind for customers and increase the likelihood of referrals.


• Don’t forget online reviews! (They help SEO, did you know?)


• Celebrating success and expressing gratitude to customers who provide referrals and testimonials can strengthen relationships and foster a culture of referrals in the overall business.

The guests from Phoenix Innovate highlight the challenges of data overload and the potential of AI in data management. The discussion also covers the power of good data in measuring performance, interpreting data, and improving messaging. What if you have bad data? ...or NO data at all?!

The conversation explores the alignment between sales and marketing, the importance of research, mutual accountability meetings, data reporting and feedback, data privacy and security, addressing the gap between sales and marketing, the need for collaboration, and the growing concern for privacy.

Takeaways:

• Alignment between sales and marketing is crucial for success.


• Research is a powerful tool to understand the target audience.


• Mutual accountability meetings help align sales and marketing efforts.


• Data reporting and feedback provide insights for improvement.


• Data privacy and security are becoming increasingly important.


• Collaboration between sales and marketing is essential.


• Addressing the gap between sales and marketing leads to better results.


• Why you need to add an ‘M’ to the OODA loop! (measure)


• Privacy concerns are growing, and organizations need to address them.

He, Curtis and Tom also discuss the collaboration process between designers and copywriters and how to best align approaches to develop website page concepts synchronously. The approach maps closely to Tom’s often-expressed advocation for starting with the 'why' and 'how' in storytelling and how it can help differentiate a brand. But it also highlights Curtis’s emphasis on using analytics to optimize designs, including his RACE methodology for marketing. 

At the end of the day, it turns out that all three were using different vocabulary to speak the same language!

Takeaways:

• Focus on the benefits of a product or service rather than the features when using funnel-driven storytelling.


• Speak the customer's language and address their needs and desires — rather than your own!


• Use the why, how, what framework in storytelling to engage and persuade.


• Utilize analytics to measure the effectiveness of designs and optimize for better results.


• Follow the RACE methodology (Reach, Act, Convert, Engage) to guide marketing efforts.


• Collaborate and continuously improve to create effective marketing strategies by studying outcomes, not just creativity.

Takeaways:

• Video is as critical as ever in today's marketing ecosystem, as it allows for better retention of information and engages audiences more deeply than other forms of content.


• When creating video content, it is important to strike a balance between volume and value, considering the budget and the intended lifespan of the assets.


• Analyzing video performance through metrics such as view time and engagement can help identify areas for improvement and ways to optimize content.


• Authenticity is key in video marketing, as it allows for a personal connection with the audience and sets brands apart from AI-generated content.


• The future of video lies in the integration of AI, but human presence and connection will continue to be valued by audiences.

Curtis also walks through his own thought process of collaborating with Tom to conceive of Bullhorns and Bullseyes. We’ll share our stories with you, as well what we’re discovering about best practices. tl;dr: It wasn’t about building an audience...it was about serving one!

If you’re thinking about starting a podcast and want to know what to expect, this episode is for you.

If you’re not thinking about starting a podcast, this episode just might have you reconsidering...

Takeaways:

• Podcasting is an effective marketing channel that allows for immersive storytelling and deep engagement with the audience.


• Podcasts can serve as a valuable business development tool, providing opportunities for deep conversations with potential clients.


• Creating a podcast requires an investment in hardware, software, and hosting platforms, but the costs are relatively low compared to other marketing channels.


• Metrics should not be the sole focus in the early stages of podcasting. Instead, the focus should be on creating valuable content and achieving other, equally important, objectives.


• Podcasting allows for the repurposing of content and the creation of a brand asset that can be shared across multiple platforms.

Takeaways:

• Marketing attribution is the process of attributing a purchase or lead to its source in a marketing campaign.


• Measuring marketing effectiveness goes beyond simple conversions and requires a granular level of detail.


• Collaboration between sales and marketing teams is crucial for effective marketing attribution.


• The marketing efficiency ratio (MER) is a more transparent metric than ROI and takes into account the lifetime value of customers.


• Tools like Triple Whale and CRM platforms can assist in tracking and calculating marketing attribution.

Tune in to learn about why we need to design for the user and not just for the client's personal preferences. They also explore the value of data and testing in design decisions, including heat mapping and user testing. The conversation highlights the importance of empathy in the design process and the role of creativity in finding the best solutions for users. 

Takeaways:

• Design plays a crucial role in business success by enhancing user experiences and creating competitive advantages.


• Design thinking and user-centered design are effective approaches to problem-solving, focusing on understanding user needs and creating innovative solutions.


• Collaboration and communication are essential in design, enabling cross-functional teams to work together and align their efforts.


• Empathy is a valuable trait in design, allowing designers to understand and address user needs effectively.

The three also delve into the targeting capabilities of Facebook, including the use of the Facebook pixel and building lookalike audiences. The conversation emphasizes the need for a combination of organic and paid Facebook strategies, as well as the importance of follow-up campaigns and multi-channel advertising.

If you go in thinking Facebook and Instagram are inappropriate media for marketing to B2B audiences, you may just walk away with a new perspective.

Takeaways

• Businesses should not overlook the potential of Facebook and Instagram for marketing and advertising.


• Facebook offers targeting capabilities that allow businesses to reach specific audiences.


• A combination of organic and paid Facebook strategies is often more effective.


• Follow-up campaigns and multi-channel advertising can enhance the impact of Facebook advertising.

Tom begins by explaining the theory behind his “Why—>How—>What” messaging hierarchy for content development of all kinds, whether it be thought leadership content, marketing copy, or even video production.

Curtis then explains the concepts behind “intent” in search engine analytics and why it’s so important to understand the algorithmic methodology behind search intent when creating websites and web pages. 

Takeaways:

• Understanding and communicating the audience’s why when doing content development is crucial for engaging audiences and addressing their pain points.


• Tom and Curtis both highlight the importance of collaboration between writers and SEOs to optimize content for search engines and user engagement.


• A formula for effective content writing follows the structure of why, how, then what…no matter what that content may be!


• Understanding the user's why and addressing their motivations is key to creating compelling content.


• Search intent plays a significant role in search/website indexing


• Expertise, authoritativeness, and trustworthiness (EAT) are important factors for search engine optimization.

In this podcast crossover event — Tom and Jay also separately co-host the Thought Leadership Project podcast — Curtis and they discuss tips for publishing thought leadership and content marketing on LinkedIn.

Together, they explore the engagement metrics on the platform and the effectiveness of using LinkedIn as an advertising platform. They also highlight the importance of understanding your audience and narrowing your niche, as well as the need for sustained effort and consistency in creating thought leadership content on LinkedIn.

Takeaways:

• Thought leadership and content marketing are effective strategies for growing networks, building reputation, and earning trust on LinkedIn.


• Engagement metrics on LinkedIn have seen fluctuations, but the platform remains a valuable space for reaching a B2B audience.


• LinkedIn can be used as an advertising platform, with carousel ads and video content performing well.


• Understanding your audience and creating content that addresses their challenges and interests is crucial for success on LinkedIn.


• Targeting specific audiences on LinkedIn requires careful consideration of demographics and job titles.


• LinkedIn's revenue model is based on keeping users on the platform, making it important to create and share content native to LinkedIn.

In this podcast crossover event — Tom and Jay also separately co-host the Thought Leadership Project podcast — Curtis and they discuss tips for publishing thought leadership and content marketing on LinkedIn.

Together, they explore the engagement metrics on the platform and the effectiveness of using LinkedIn as an advertising platform. They also highlight the importance of understanding your audience and narrowing your niche, as well as the need for sustained effort and consistency in creating thought leadership content on LinkedIn.

Takeaways:

• Thought leadership and content marketing are effective strategies for growing networks, building reputation, and earning trust on LinkedIn.


• Engagement metrics on LinkedIn have seen fluctuations, but the platform remains a valuable space for reaching a B2B audience.


• LinkedIn can be used as an advertising platform, with carousel ads and video content performing well.


• Understanding your audience and creating content that addresses their challenges and interests is crucial for success on LinkedIn.


• Targeting specific audiences on LinkedIn requires careful consideration of demographics and job titles.

• LinkedIn's revenue model is based on keeping users on the platform, making it important to create and share content native to LinkedIn.

Follow Jay on LinkedIn.

Learn more at the HARRINGTON website.

Fellow solopreneurs Tom and Curtis discuss with Stefanie topics such as time management, planning, and overcoming the stigma of "freelancing." Stefanie shares her experience in building relationships with clients and the importance of understanding their needs and expectations. The conversation covers the importance of financial education, the focus on client acquisition, the sources of business leads, the power of referrals, and, of course, the impact of sales and marketing.

Takeaways:

• Building relationships and understanding clients' needs are crucial in sales.


• Vision boarding and setting family values can help align personal and professional goals.


• Time management and planning are essential for solopreneurs.


• Overcoming the stigma of freelancing requires confidence and positioning oneself as part of a larger team.


• What is "teamlancing?"


• Educate yourself on finance before starting a business.


• Focus on client acquisition in the early stages of your business.


• Be brave, but be prepared.

Matt emphasizes the need for proactive measures, such as multifactor authentication and patching vulnerabilities. The conversation also touches on the evolution of sales and marketing in the cybersecurity industry, the importance of building trust and branding, and the metrics for measuring marketing impact.

Key Takeaways:

• Cybersecurity is a growing concern for businesses, and the number of cyber attacks is increasing.


• Managed services, such as outsourcing IT infrastructure management and security, can help businesses mitigate risks.


• Website vulnerabilities, such as outdated plugins, can be exploited by hackers to gain unauthorized access.


• Hackers are becoming more sophisticated and use various tactics, including social engineering and phishing.


• Building trust and branding are essential in the cybersecurity industry, and marketing efforts should focus on providing value and educating potential clients.


• Implementing multi-factor authentication and patching vulnerabilities are crucial steps to secure hardware and software.

As the founder and CMO/COO of Bandwidth Strategy, Aimee supports $5M-100M major revenue companies in creating, growing and improving marketing departments to execute on lead generation and overall brand awareness. Working closely with the company’s leadership, Amy and her team develop comprehensive strategies that align with business goals and priorities through strategic operations, digital marketing, demand generation, revenue building, and more. Her work has been featured in prominent publications such as FastCompany, Business Insider, and Marketing Dive.

In this final installment of the three-episode arc, Mario reveals what Tom calls "The Holy Grail" of marketing and sales — the systems, process and rigor required to inject mutual accountability and visibility into the sales and marketing processes.

Lesson Learned: Tune in to hear the one simple technology Mario discovered and implemented to dramatically increase his close rate, accessibly identify (and remediate) his lost opportunities, and clearly document what success looks like.

In Chapter Two, Mario discusses why and how creating systems led to ultimate sales and marketing success, including the implementation of a CRM and the rigor applied to its adherence.

Lesson Learned: Software alone, without processes and systems, will not solve sales and marketing. The CRM is the tool; it is the people and their compliance that will determine success of failure.

Lesson Learned: What was the biggest a-ha moment early on in your sales and marketing efforts?