Dots Oyebolu’s latest guest is Gaetano Nino DiNardi, Growth Advisor and former marketing leader at Pipedrive, Sales Hacker (now Outreach) and Nextiva.
Gaetano shares his unconventional journey from music producer to sought-after marketing strategist. He dives into his early SEO experiments, the power of inbound marketing and how focus — not scale — is the secret to long-term success.
With a no-fluff, hustle-forward philosophy, Gaetano outlines how most SaaS companies lack true differentiation and why success often comes from execution rather than positioning.
Key Takeaways:
(01:31) Gaetano shares how his blogging background and passion for SEO launched his unexpected career in marketing.
(05:29) Companies usually fall into two categories: those that know what to do but need help executing, and those that need help figuring out the strategy.
(07:31) Focused, phased marketing efforts yield better results than attempting to tackle everything at once.
(10:33) With so many SaaS brands blending, standing out often comes down to creating stronger content, bolder creative and sharper execution.
(13:59) Consistency is critical in marketing success; historical examples are good for showing how competitors have pulled ahead.
(18:53) Traditional demand capture tactics, such as biased comparison tables, backfire; instead, highlight genuine value.
(24:30) Conversion paths often span multiple touchpoints, and marketers must evaluate the full journey, not just isolated campaigns.
(30:00) Community-driven spaces like Docebo’s customer hub play a key role in customer retention and advocacy.
(38:42) Using customer data to target competitors' audiences through tools like LinkedIn and data platforms is a powerful growth tactic.
Resources Mentioned:
https://www.linkedin.com/in/officialg/
Pipedrive | LinkedIn
https://www.linkedin.com/company/pipedrive/
Outreach | LinkedIn
https://www.linkedin.com/company/outreach-saas/
Nextiva | LinkedIn
https://www.linkedin.com/company/nextiva/
https://www.semrush.com/
OfficialGaetano.com | Website
https://officialgaetano.com
https://community.docebo.com/
Insightful Links:
https://www.bain.com/insights/reimagining-marketing-during-recessionary-times/
https://www.divisional.co/blog/tips-to-optimize-growth-marketing-strategy
https://www.dashly.io/blog/demand-generation-vs-growth-marketing/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Joining Dots Oyebolu on this episode is AJ Wilcox, Founder of B2Linked, the world’s first LinkedIn Ads agency. AJ shares how he went from SEO and Google Ads to managing the largest LinkedIn Ads account globally, and why LinkedIn has become the most effective paid channel for reaching high-value B2B decision-makers.
Key Takeaways:
(01:25) AJ shares how he transitioned from SEO and Google Ads into becoming a LinkedIn Ads specialist.
(01:44) AJ reveals the surprising early success that led him to go “all in” on LinkedIn Ads.
(04:23) Luxury brands like Rolex are increasingly using LinkedIn Ads to target high earners with precise business demographics.
(06:42) AJ breaks down a modern, profitable B2B LinkedIn Ads strategy that prioritizes brand marketing and video.
(06:52) Video retargeting on LinkedIn allows brands to create emotional, sequential interactions that build trust.
(11:02) Despite high CPCs, LinkedIn delivers better ROI than Facebook when looking at qualified leads and conversions.
(15:14) LinkedIn’s built-in targeting often eliminates the need for lookalike audiences.
(22:12) Video views are a more valuable KPI than clicks. A 45-second view can often deliver more impact than a website visit.
(27:14) Over 50% of AJ’s leads now come from podcast listeners, proving the impact of consistent, value-driven audio content.
Resources Mentioned:
https://www.linkedin.com/in/wilcoxaj/
B2Linked | LinkedIn
https://www.linkedin.com/company/b2linked/
B2Linked | Website
https://b2linked.com
LinkedIn Ads Fanatics community
https://fanatics.b2linked.com/
https://b2linked.com/podcast
Insightful Links:
https://www.advance-metrics.com/en/blog/linkedin-ads-your-b2b-magic-bullet/
https://www.marketingprofs.com/podcasts/2019/41263/linkedin-ads-aj-wilcox-marketing-smarts
https://directiveconsulting.com/blog/b2b-linkedin-strategy-saas
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu and Cory Henke, Founder and CEO of Variable Media, discuss modern paid media intelligence. Cory shares insights from his journey via major agencies and platforms to build a data-first paid media agency. He unpacks the challenges and philosophies around attribution and campaign measurement and explains how business intelligence tools like Power BI help brands unlock deeper visibility into what really drives performance.
Key Takeaways:
(01:20) Cory’s marketing journey.
(04:36) Marketers who rely solely on in-platform data miss the bigger picture — merging CRM, web analytics and ad platforms reveals deeper insights.
(07:51) Cory believes that attribution is unsolvable because great outcomes stem from many variables.
(09:50) In a dynamic ad landscape, Cory emphasizes having a conservative projection and a flexible testing strategy.
(11:16) For new brands, organic growth should precede paid media — proving demand without ad spend is key to long-term success.
(13:03) Attribution models are biased by platform incentives; YouTube, for instance, creates halo effects that platforms often credit to search.
(16:28) Cory’s team customizes attribution by extracting campaign data from multiple platforms, merging it via Power BI for clearer performance storytelling.
(21:31) CPM is Cory’s favorite marketing metric — unlike other KPIs, it reveals raw costs and helps evaluate the efficiency of reach, regardless of engagement.
(27:42) Staying top of mind and testing new formats is key as digital advertising continues to evolve beyond traditional performance metrics.
Resources Mentioned:
https://www.linkedin.com/in/coryhenke/
Variable Media | LinkedIn
https://www.linkedin.com/company/variable-media/
Variable Media | Website
https://variable.media/
https://www.microsoft.com/en-us/power-platform/products/power-bi
https://twitter.com/CoryHenke
Insightful Links:
https://online.mason.wm.edu/blog/data-analytics-in-digital-marketing
https://www.akkio.com/post/business-intelligence-in-marketing
https://www.netsuite.com/portal/resource/articles/erp/business-intelligence-strategy.shtml
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu chats with Larry Kim, Founder and CEO of Customers.ai.
Larry shares his groundbreaking approach to go-to-market strategies in the B2C space, challenging the dominance of ad-heavy models and introducing a scalable, intent-driven framework for outbound email marketing.
From the evolution of PPC to hyper-personalized campaigns powered by AI, this conversation explores how marketers can rethink engagement, improve deliverability and expand their reach without sacrificing relevance or compliance.
Key Takeaways:
(02:11) Customers.ai identifies website visitors using AI for outbound marketing.
(03:53) The future of marketing is hyper-personalized and AI-driven, with individualized video sales letters and content.
(07:39) B2C companies are now facing ROI challenges in digital ads due to skyrocketing CPMs.
(09:02) Intent-driven email marketing can provide higher quality leads for B2C businesses at a fraction of ad costs.
(16:17) “Intent-driven outbounding” is a new category blending the best of inbound and outbound strategies.
(18:41) Three strategic pillars are dynamic list generation, deliverability tools and email list hygiene.
(33:18) AI-powered creative customization tailors messages to user behavior, identity and journey.
(40:17) Customers.ai restores first-party data pipelines, overcoming modern browser and privacy restrictions.
(46:11) CAN-SPAM monitors compliance in the US but strategic discomfort boosts innovation.
Resources Mentioned:
https://www.linkedin.com/in/larrykim/
Customers.ai | LinkedIn
https://www.linkedin.com/company/customersai/
Customers.ai | Website
https://customers.ai
Insightful Links:
https://userlist.com/blog/b2c-saas-email-marketing/
https://martech.org/4-qualities-of-an-intent-driven-marketing-automation-email-program/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu welcomes Michelle Ngome, Founder and President of the African-American Marketing Association (AAMA), in this episode.
Michelle shares her journey from finance to marketing, emphasizing the importance of integrated strategies that blend traditional and digital efforts. She unpacks the evolution of inclusive marketing, the challenges and triumphs of building a diverse marketing community and why empathy and representation must go beyond surface-level diversity.
Key Takeaways:
(01:19) Michelle transitions from finance to a 15-year marketing career focused on small businesses and thought leadership.
(02:31) A call for holistic representation — beyond token visuals — in inclusive marketing.
(04:08) The African-American Marketing Association’s membership is split between entrepreneurs and corporate marketers.
(05:28) The Marketing for the Culture Summit fosters community among Black marketers from across North America.
(10:27) Younger generations demand social responsibility and hold brands more accountable than ever.
(18:09) Michelle outlines her five-point framework for inclusive marketing.
(24:56) Brands should expand existing offerings to new communities instead of creating entirely new products.
(33:11) Internal audits and strategic planning ensure DEI efforts are authentic and sustainable.
(35:17) Annual reports and competitor research offer hidden insights for shaping impactful DEI marketing strategy.
(46:35) Always include representative voices in decision-making to ensure cultural campaigns are guided authentically.
Resources Mentioned:
Insightful Links:
https://all-in.withgoogle.com/strategy/
https://www.texthelp.com/en-gb/resources/digital-accessibility-guide/inclusive-marketing/
https://advertising.amazon.com/en-ca/library/guides/inclusive-marketing
https://beinclusivethecardgame.com/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Join Dots Oyebolu as he speaks to Heather Osgood, Founder of True Native Media Podcast Advertising, a podcast representation agency that specializes in connecting mid-level shows with advertisers.
Heather shares the growing value of podcast advertising in modern marketing strategies. She explores the unique power of host-read ads, the intentional nature of podcast audiences, and how brands can benefit from targeted campaigns even without producing a podcast themselves.
Key Takeaways:
(03:45) Host-read ads build trust and drive strong purchase intent.
(05:05) Podcast listeners are highly engaged, consuming up to 80% of episodes.
(07:04) Small, niche B2B audiences can be very effective for advertisers.
(08:18) Define the podcast’s purpose before pursuing monetization.
(10:28) Business, marketing and finance podcasts perform well in ad sales.
(16:02) Think about the size of the audience you’re targeting.
(25:56) Promo codes, landing pages and pixel tracking help measure ROI.
(28:41) Podcast ads enhance other media performance through a multi-channel marketing mix.
(29:26) Podcast ads boost channel synergy, tripling video performance when run together.
Resources Mentioned:
https://www.linkedin.com/in/podcastadvertising/
True Native Media Podcast Advertising | LinkedIn
https://www.linkedin.com/company/tnma/
True Native Media Podcast Advertising | Website
https://truenativemedia.com/
Insightful Links:
https://truenativemedia.com/2021-marketing-plan/
https://www.quillpodcasting.com/blog-posts/podcast-advertising-should-be-paid-strategy
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
In this episode, Dots Oyebolu welcomes Sheena Yap Chan, Founder and Host of The Tao of Self-Confidence, Wall Street Journal bestselling author, keynote speaker, consultant and PR expert.
Sheena shares her journey from grappling with cultural invisibility to becoming a global voice for Asian women’s empowerment. She dives into the critical need for representation, confidence-building and collaboration among women in marketing and beyond.
Key Takeaways:
(02:12) Sheena starts her podcast to spotlight Asian women’s confidence journeys.
(03:08) Addressing mental health and trauma is foundational to leadership growth.
(08:22) Confidence isn’t about volume — it’s about authenticity.
(10:43) Gender bias in Asia and globally still stalls women’s progress.
(14:43) Women must overcome jealousy and collaborate more effectively.
(16:06) Self-promotion and bold marketing are crucial for growth.
(19:01) The “superwoman” myth hinders progress and well-being.
(27:37) Diversity must go beyond optics to real inclusion.
(33:51) Trust is the foundation of business — without it, credibility, connection and ethical leadership fall apart.
Resources Mentioned:
https://www.linkedin.com/in/sheenayapchan/
https://www.linkedin.com/company/the-tao-of-self-confidence
Sheena Yap Chan Website and Resources
https://sheenayapchan.com/
“The Tao of Self-Confidence: A Guide to Moving Beyond Trauma and Awakening the Leader Within” Book
https://www.amazon.com/Tao-Self-Confidence-Moving-Beyond-Awakening/dp/1394166575
“The Tao of Self-Confidence” Podcast
https://thetaoofselfconfidence.com/
Insightful Links:
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
In this episode, Dots Oyebolu speaks to Cruce Saunders, Founder and Principal at Simple [A], about building scalable content operations using intelligent systems and structured processes.
Cruce shares how organizations can transform content from a chaotic expense into a strategic asset through clear handoffs, semantic models and composable architectures. Drawing from decades of experience, he outlines how content operations supports omnichannel delivery, reduces duplication and accelerates time-to-market across enterprise teams.
Key Takeaways:
(03:27) Generative AI is shaping content creation and delivery, but many companies are still working on foundational content operations.
(06:29) Content operations oversee the entire content lifecycle, ensuring strategic goals are realized across every customer experience.
(08:37) Content marketing is only one output of a broader content operations system, alongside support tools like chatbots and documentation.
(10:12) Large organizations can save millions by centralizing content services and reducing duplicated effort across teams and channels.
(14:45) Semantic models and intelligent tagging systems make content discoverable and contextually connected across digital experiences.
(23:16) Content services organizations often pay for themselves within the first year by eliminating hundreds of manual hours per campaign and delivering multimillion-dollar ROI.
(31:31) Enterprises can achieve ROI in year one by reducing redundant content processes and automating high-friction handoffs.
Resources mentioned:
https://www.linkedin.com/in/cruce/
Simple [A] | LinkedIn
https://www.linkedin.com/company/simple-a/
Simple [A] | Website
https://simplea.com/
Insightful Links:
https://blog.hubspot.com/marketing/content-operations
https://contentmarketinginstitute.com/articles/content-operations-framework/
https://www.toaststudio.com/en/content-marketing-operations-the-engine-of-your-content-strategy/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
In this episode, Dots Oyebolu speaks with David Meerman Scott, Marketing Strategist and Bestselling Author of “Fanocracy: Turning Fans into Customers and Customers into Fans.”
David explores the neuroscience behind fandom and the power of customer-centric marketing, sharing how marketers can create enduring value by prioritizing connection over conversion.
Key Takeaways:
(01:34) Transitioning from Wall Street to bestselling marketing author.
(03:04) Most marketers mistakenly focus on products instead of buyer personas’ needs.
(05:51) B2B marketers often lose sight of the human element by targeting businesses instead of individuals.
(10:10) Hagerty builds a tribe around classic car lovers with over a million YouTube subscribers.
(13:58) HubSpot exemplifies fan-building by offering extensive free education before a sales pitch.
(14:38) HubSpot’s Inbound conference attracts massive audiences and showcases how offering value without strings can create loyal brand advocates.
(17:12) Unlike ads, content like blog posts lives forever and compounds as an asset.
(22:13) One-star reviews can reflect unrelated experiences, like delivery issues, and marketers should avoid overreacting to isolated negative feedback.
(29:25) The best marketing strategy is grounded in human connection — authenticity drives fan-building more than constant messaging or automation ever could.
Resources Mentioned:
https://www.linkedin.com/in/davidmeermanscott/
https://academy.hubspot.com
https://www.inbound.com
“The New Rules of Marketing and PR”
https://www.davidmeermanscott.com/books/the-new-rules-of-marketing-and-pr
“Marketing Lessons from the Grateful Dead”
https://www.davidmeermanscott.com/books/marketing-lessons-from-the-grateful-dead
Insightful Links:
https://www.socialmediaexaminer.com/developing-loyal-fans-future-marketing-david-meerman-scott/
https://blog.hubspot.com/marketing/how-to-turn-customers-into-fans
https://www.hotjar.com/blog/customer-centric-marketing/
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Join Dots Oyebolu as he speaks to Mark Schaefer, Executive Director at Schaefer Marketing Solutions to unpack the profound impact of brand communities in today’s marketing landscape.
The conversation explores the shift from traditional advertising to emotional connection, the role of purpose in community strategy, and how major brands like Nike and Coca-Cola have embraced communities to drive sustainable growth and advocacy.
Key Takeaways:
(00:00) Creating customers begins with love, not lead nurturing or manipulation.
(01:54) Mark’s journey spans corporate leadership, authorship, and global consulting.
(06:36) Ad-free streaming limits traditional advertising’s effectiveness.
(08:26) Social media provides reach, but communities provide depth.
(12:19) Purpose must align with customers to build meaningful brand equity.
(16:29) Communities are defined by interaction and shared values — not passive audiences.
(25:19) Traditional sales funnel thinking clashes with today’s empowered customers.
(29:14) Micro-influencers are instrumental in authentic brand advocacy within communities.
(35:45) Around 70% of brand communities fail because they’re created with a sales-first, rather than value-first, mindset.
(36:35) Sephora’s billion-dollar community investment prioritizes engagement as the leading metric for relevance and future sales.
(49:10) Hidden or “invisible” communities on platforms like Discord are growing fast, making traditional social listening obsolete for marketers.
Resources Mentioned:
https://www.linkedin.com/in/markwschaefer/
https://www.linkedin.com/company/schaefer-marketing-solutions/
“Belonging to the Brand” – Mark’s latest book
https://businessesgrow.com/belonging-to-the-brand/
The Marketing Companion podcast
https://www.youtube.com/playlist?list=PLF06Qwa7RfooyhInNJSqEHns5sm-oRl0M
https://businessesgrow.com/rise-community/
Insightful Links:
https://www.thinkific.com/blog/brand-community-examples-and-tips/
https://hbr.org/2009/04/getting-brand-communities-right
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Lilach Bullock, Founder of Lilach Bullock Limited, a Forbes Top 20 Women Influencer, speaker and sales-oriented digital marketing consultant, meets with host Dots Oyebolu, to share her personal journey from legal secretary to global digital marketing influencer.
She and Dots explore the critical alignment between sales and marketing, why businesses today can no longer rely on word-of-mouth alone and how marketing must evolve to support revenue goals in increasingly saturated markets.
Key Takeaways:
(01:31) Lilach shares her unconventional path from secretary to marketing influencer.
(04:57) A revenue mindset is essential in today’s hyper-competitive environment.
(07:31) Sales and marketing misalignment often stems from company size and communication silos.
(09:57) Many businesses over-prioritize marketing and fear selling, leading to lost revenue.
(13:01) Demand generation campaigns require more outbound effort and cannot replace SDRs.
(15:50) Lilach outlines her process for mapping the customer buying journey using data.
(20:19) Internal misalignment often hinders growth more than external challenges.
(22:10) Tools like HubSpot help unify marketing, sales, and operations when used correctly.
(32:29) Being memorable and personal — even through handwritten notes — cuts through noise.
Resources Mentioned:
https://www.linkedin.com/in/lilachbullock/
https://www.linkedin.com/company/lilach-bullock-limited/
https://www.hubspot.com/
Insightful Links:
https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete
https://mikekhorev.com/create-b2b-marketing-strategy-drives-sales-revenue
https://fabric.inc/blog/b2b-digital-marketing
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
In this episode, Dots Oyebolu meets with Amy Hebdon, Founder of Paid Search Magic. Amy shares insights from two decades of paid search experience, reflecting on the evolution of digital advertising and uncovering what truly drives strategic success in PPC.
Key Takeaways:
(01:33) Paid search can be deeply strategic, offering room for creativity and problem-solving when done right.
(02:49) Google Ads transformed digital advertising by prioritizing relevance over banner visibility.
(04:46) Understanding Google’s motivations helps marketers respond more effectively to platform changes.
(07:50) Despite changes in technology, ad opportunities will persist because ads remain Google’s revenue engine.
(08:50) Broad match works in some accounts but fails in others — nuance beats blanket advice.
(13:41) Great audits begin at the strategic level, aligning mission, objectives, and tactics using the MOST framework.
(16:01) High ad strength isn’t a reliable indicator of campaign effectiveness; focus on message clarity and fit.
(19:14) Marketers must accept the quirks of Google's enforcement systems — appeals and pivots are often necessary.
(26:51) Proving value means aligning with client goals and telling the full story behind paid media’s impact.
Resources Mentioned:
https://www.linkedin.com/in/amyhebdon/
https://www.linkedin.com/company/paid-search-magic/
https://spectre.uk.com/
https://www.google.com/aclk?sa=l&ai=DChcSEwi4mZjJ_MiMAxUkhUsFHeObC_QYABAAGgJzZg&co=1&ase=2&gclid=CjwKCAjwktO_BhBrEiwAV70jXkbE4mGNVnzCffF6SLcewq9xX7SNUxzN5AMD79yJ4OWuJR9J41mkqRoC_GsQAvD_BwE&ei=fl71Z8XsLcqvhbIP4-as4Qo&sig=AOD64_2FogJiz4EobzysFZMRPzZJFRlRbw&q&sqi=2&nis=4&adurl&ved=2ahUKEwjFo4bJ_MiMAxXKV0EAHWMzK6wQ0Qx6BAgKEAE
Insightful Links:
https://marketing.org.nz/resource-hub/digital-marketing/the-future-of-paid-ads-and-organic-content
https://www.linkedin.com/pulse/how-ai-changing-paid-search-skmktgagency/
https://www.sortlist.com/blog/search-engine-advertising/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu chats to Kathy Guzmán Galloway, CEO and Strategist at The Clarity Wizard, who shares insights from her two-decade career in the consumer packaged goods (CPG) industry, covering her early days at PepsiCo and her current focus on brand positioning.
She breaks down the classic Four Cs and Four Ps marketing frameworks and explains why they no longer suffice in today’s complex brand environment. Kathy introduces her own Brand Fundamentals framework to help companies clarify their message.
Key Takeaways:
(01:22) Kathy shares her 20-year journey in CPG, starting with foundational training at PepsiCo.
(02:14) She contrasts consumer packaged goods (CPG) with FMCG.
(02:58) Kathy now focuses specifically on brand positioning, helping leaders articulate strategy.
(05:28) CPG is about the end user, regardless of whether the go-to-market strategy is DTC or retail.
(07:07) She outlines the classic Four Cs and Four Ps frameworks and how they relate to positioning.
(10:24) Kathy introduces her Brand Fundamentals framework to avoid the “and also” problem.
(13:45) A major sign of poor positioning is constant internal revisions and unclear brand differentiation.
(16:54) She emphasizes revisiting brand positioning regularly to stay ahead of shifting consumer needs.
(23:00) Dove’s use of brand purpose exemplifies how consistency across all brand touchpoints drives loyalty.
(35:50) To maintain loyalty, brands must stay close to their consumers and evolve with their changing needs.
Resources Mentioned:
https://www.linkedin.com/in/kathygalloway
https://www.linkedin.com/company/theclaritywizard/
Insightful Links:
https://peekage.com/blog/positioning-messaging-testing-for-cpg-brands
https://www.smashbrand.com/articles/brand-positioning-map/
https://studionoel.co.uk/understanding-brand-positioning-models
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Today, Corey Coates, CEO and Co-Founder of Podfly Productions, LLC, joins Dots Oyebolu to talk about high-level, B2B brand marketing.
Corey shares his decade-plus journey helping executives and brands embrace podcasting as a vital component of their content marketing strategies.
In this episode, Corey explains how executive-level podcasting often begins in unexpected ways, the importance of kindness in navigating complex B2B structures, and why treating podcast content as purpose-built — rather than simply repurposed — leads to deeper audience engagement.
Key Takeaways:
(01:18) Podfly — a support system for executives and brands looking to incorporate podcasting into their media mix.
(03:27) Many B2B podcast initiatives begin with a junior executive being “handed the podcast folder,” often without clear strategic direction.
(05:59) Early discussions with clients help define podcast KPIs.
(09:23) Podcasting has evolved from a side project to a core component.
(09:56) Instead of "repurposing" content, create platform-specific assets from rich podcast interviews.
(13:16) Specialized teams for branded shows allow for scalable, expert-driven content creation.
(15:08) Unique collaborations spark executive partnerships.
Resources Mentioned:
https://www.linkedin.com/in/corey-coates-2a3aba34/
https://www.linkedin.com/company/podfly-productions/
Podfly | Website -
https://www.podfly.net/
https://enfuce.com/in-the-hot-seat-podcast/
Insightful Links:
https://www.desantisbreindel.com/insights/unlocking-c-suite-executives-content/
https://longitude.ft.com/campaigns-hook-c-suite/
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu speaks with James Wirth, Senior Director of Strategy and Growth Marketing at Citation Labs, to explore how SEO is more about ROI than just rankings and why SEO professionals should “steal” budgets from PPC campaigns.
James shares insights on the impact of AI on search, the role of structured content, backlinking strategies, and how competitive analysis shapes SEO success.
Key Takeaways:
(01:00) To a marketing strategy leader, SEO isn’t just SEO — it’s all about ROI.
(02:28) The rise of AI is reshaping organic search, shifting from "dark social" to "dark search" and "dark communities."
(03:47) Google’s Search Generative Experience (SGE) changes how marketers approach SEO.
(06:19) Early studies indicate that SGE pulls search results from specific ranking positions.
(10:26) Google may reduce the number of search pages, making Page One rankings even more critical.
(12:52) Bing’s role in SEO may expand as Microsoft invests heavily in AI-powered search.
(17:03) Structured content and schema markup are more crucial than ever for SEO success.
(21:09) Leveraging podcast content for guest-authored articles is an effective backlinking strategy.
(26:16) The concept of "money pages" determines where backlinks should point for the highest SEO impact.
(28:54) Competitive analysis involves evaluating link gaps, search ranking positions, and content structure.
(35:42) Look at unasked questions when making recommendations around content.
(44:04) Measuring SEO ROI is an ongoing challenge, but controlled testing helps quantify impact.
Resources Mentioned:
https://www.linkedin.com/in/jameswirth/
https://www.linkedin.com/company/citation-labs/
Link Launch | A new mission control for link building -
https://linklaunch.com/
Citationlabs.com | Blog including ROI Forecasting template -
https://citationlabs.com/link-building-your-cmo-will-love/
Insightful Links:
https://intergrowth.com/seo/vs-ppc/
https://searchengineland.com/7-things-wish-cmos-knew-link-building-192705
https://www.mediajel.com/blogs/link-building/
https://www.thehoth.com/blog/new-way-to-build-links/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu’s guest for this episode is Isaiah Studivent, CEO of Evron, a revenue marketing agency helping B2B SaaS companies scale from $1M to $10M ARR. Isaiah shares his journey from graphic design to entrepreneurship, the pivotal moments that shaped his agency’s approach and why revenue marketing is the future of growth.
Key Takeaways:
(02:21) A client’s harsh feedback led to a pivotal shift in Evron’s focus.
(04:12) The evolution of go-to-market roles has shifted the responsibilities of marketing, sales and customer success.
(07:53) Getting the ideal customer profile right is crucial, and when data is limited, analyzing competitors can provide valuable insights.
(13:11) B2B marketers must adapt to shifting buyer behaviors, focusing on long-term positioning.
(15:04) The monetization of B2B audiences is valuable but must be backed by sustained value delivery.
(19:58) B2B marketers should leverage intent-based platforms to track buying signals.
(23:17) Engaging customers in content creation strengthens retention and expansion efforts while fostering advocacy.
(28:36) Structuring marketing intelligence requires integrating all data sources into a centralized system.
(31:47) A well-defined sales pipeline requires clear entry and exit criteria for each stage, segmented by deal size to improve efficiency and reduce customer acquisition costs.
Resources Mentioned:
https://www.linkedin.com/in/isaiahstudivent/
Evron -
https://www.linkedin.com/company/evrondigital/
https://www.exitfive.com/
Walnut | Interactive Product Demos -
https://www.walnut.io/
6sense | Intent Data Platform -
https://6sense.com/
Clearbit | B2B Data & Enrichment -
https://clearbit.com/
Leadfeeder | Website Visitor Identification -
https://www.leadfeeder.com/
HubSpot | CRM & Marketing Automation -
https://www.hubspot.com/
Insightful Links:
https://www.accenture.com/ca-en/services/song/marketing-transformation
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
In this episode, Jason Vana, Founder and CEO of SHFT Agency, breaks down the power of brand strategy, explaining how businesses can create a compelling identity that not only attracts the right customers but turns them into advocates. He highlights the often-overlooked role of brand strategy in driving long-term business success and revenue growth.
Key Takeaways:
(02:23) A strong brand identity can be the deciding factor between business success and failure.
(03:56) Many CEOs and CMOs misunderstand brand strategy, seeing it as a cost rather than a revenue driver.
(04:57) The difference between a business strategy and a brand strategy and why the latter creates lifelong advocates.
(07:27) A strong brand strategy defines your target audience while influencing every aspect of your business.
(08:41) A brand is a gut feeling people have about a business, which is influenced by every touchpoint.
(13:30) If your company’s internal policies contradict your brand message, customers will remember the experience over the tagline.
(21:49) Apple’s dominance proves that strong branding can create demand, even when a product isn't technically superior.
(55:18) Differentiation must be based on what matters to customers, not just being different for the sake of it.
Resources Mentioned:
https://www.linkedin.com/in/jasonvana/
https://www.linkedin.com/company/shftagency/
Insightful Links:
https://blog.hubspot.com/sales/product-differentiation
https://medium.com/theymakedesign/brand-differentiation-41edd435ff2e
https://www.spellbrand.com/brand-story
https://www.inc.com/martin-zwilling/how-to-position-your-startup-to-attract-right-customers.html
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
In this episode, Stefan Boettcher, Founder and Director of QLICK.XYZ, joins Dots Oyebolu to explore the world of performance marketing for startups. Stefan shares his journey from agency work to running his own business, highlighting the key challenges startups face in paid marketing.
Key Takeaways:
(06:20) Common pros and cons of startup performance marketing.
(08:41) Challenges of bootstrapped vs. funded startups.
(9:38) Startups may have a great product, but extensive customer education is required, which can slow down conversion rates.
(13:24) Mistakes startups make and the best practices for landing pages in PPC.
(18:19) The rule of thumb in performance marketing: getting the right traffic, as well as conversion optimization.
(25:08) Seasonality and its significant role in marketing.
(25:57) No matter how great a product is, a poorly converting website renders ad spend ineffective.
(27:25) Diminishing returns in scaling and understanding that increasing ad spend doesn’t always mean doubling leads.
Resources Mentioned:
https://www.linkedin.com/in/stefanboettcher/
https://www.linkedin.com/company/qlick.xyz/
Insightful Links:
https://tuffgrowth.com/performance-based-marketing-for-startups-and-scaleups/
https://www.wrike.com/blog/unlocking-growth-performance-marketing/
https://www.thehartford.com/business-insurance/strategy/startup/marketing
https://mailchimp.com/resources/startup-marketing-strategy/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Dots Oyebolu sits down with Katherine Kerr, Founder of Podcast Pioneers, to speak about expert insights into podcast strategy, from setting a clear vision to ensuring sustainability and maximizing audience reach. Katharine discusses the importance of understanding audience behavior, creating high-quality content and integrating podcasts into a broader marketing ecosystem.
Key Takeaways:
(01:24) Podcast Pioneers specializes in integrating audio into brand communication strategies.
(02:50) Podcasting should align with an organization’s existing content ecosystem.
(04:17) The UK podcast market matured later than the US but has seen significant growth since 2015.
(08:31) A clear vision and understanding of audience needs are essential for long-term podcast success.
(09:36) Brands should focus on their desired impact and establish measurable success metrics.
(10:30) Resource allocation, including in-house vs. outsourced production, affects podcast sustainability.
(13:02) Podcasts should be part of a broader content funnel to deeply engage audiences.
(24:31) High-quality storytelling and production are crucial to achieving maximum listener retention.
(31:52) Multi-platform promotion and listening ensure extended reach and long-term audience growth.
Resources Mentioned:
https://podcastpioneers.com
https://www.casted.us/
https://www.contentallies.com
Dots Loves Marketing website -
https://www.dotslovesmarketing.com
Insightful Links:
6 Essential Questions You Should Ask Before You Start A Podcast (Strategy Guide)
https://indiemedia.club/insights/start-a-podcast/
5 questions to ask yourself before starting a podcast
https://muckrack.com/blog/2021/11/18/questions-to-ask-before-starting-a-podcast
The Most Important Question to Ask Before Launching a Podcast
https://contentmarketinginstitute.com/articles/question-launching-podcast/
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
Clark Johannson, President and CEO of ClickSpace, board member at Young Presidents' Organization (YPO), and Director at A100, shares his expertise on advanced B2B performance marketing strategies, emphasizing the importance of unit economics, marketing intelligence and customer insights.
Through decades of entrepreneurial experience, Clark provides actionable insights into revenue predictability, marketing efficiency and the mindset shift required for true growth marketing success.
Key Takeaways:
(02:49) The critical role of customer intimacy in startups to make informed decisions due to limited resources.
(05:19) The struggle with predictable revenue in marketing due to lack of marketing visibility and misallocation of resources.
(06:30) Why marketing tracking is essential because without it, businesses waste time and money on ineffective marketing channels.
(16:04) The importance of marketing unit economics for sustainable growth to balance customer acquisition cost (CAC) and lifetime value (LTV) for financial viability.
(24:48) Differentiating inbound and outbound marketing strategies.
(28:32) Applying the J-Curve to marketing investment because marketing investments often see an initial dip before reaching profitability.
(41:07) Marketers should learn from failed campaigns instead of focusing on vanity metrics.
Resources Mentioned:
Young Presidents' Organization (YPO) website -
https://www.ypo.org/
A100 website -
https://thea100.org/
The Innovator’s Dilemma by Clayton Christensen -
https://www.amazon.com/Innovators-Dilemma-Technologies-Management-Innovation/dp/1633691780
Harvard Business Review – "Jobs to Be Done" Theory -
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
https://ads.google.com/
Looker Studio (Google Data Studio) -
https://lookerstudio.google.com/
HubSpot -
https://www.hubspot.com/
https://freshdesk.com/
https://www.productboard.com/
https://www.pipedrive.com/
Insightful Links:
Know Your Customers’ “Jobs to Be Done” -
https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
What Is Market Intelligence? -
https://www.businessnewsdaily.com/4697-market-intelligence.html
How to Calculate Unit Economics for Your Business -
https://www.masterclass.com/articles/how-to-calculate-unit-economics-for-your-business
Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.
#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing #D2CMarketing #PodcastAds
