Revenue Boost: A Marketing Podcast

What if your competitors are using PR to drive revenue while you’re still chasing headlines? Most B2B leaders still think of PR as press releases and media mentions. But here’s the truth: companies winning today are using PR as a strategic growth lever, integrated into sales, marketing, and customer success to drive measurable revenue impact. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with Kristin Hege, Founder & CEO of Convey Communications, to uncover why the future of B2B PR is AI-driven, story-powered, and revenue-focused. Drawing on original research with 300 CMOs, Kristin reveals how growth leaders are twice as likely to embed PR into their GTM engine and why those who don’t risk falling behind. You’ll learn: Why PR must move beyond press releases to deliver pipeline, trust, and long-term brand equity How to align PR with product marketing, sales, and customer success for faster revenue impact The rising role of AI search and third-party review sites (G2, TrustRadius) in shaping buyer perception How to repurpose thought leadership across formats. From media coverage to TikTok shorts, to do more with less Practical ways to build executive buy-in and prove the ROI of PR This episode is a must-listen for CMOs, B2B tech leaders, and founders who want to strengthen their brand narrative, maximize content ROI, and ensure PR is fueling business growth, not just headlines. Stay tuned to the end, where Kristin shares how brands can start small, prove value fast, and scale PR into a revenue-driving function. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Is your team chasing growth or just chasing KPIs? In this episode of Revenue Boost: A Marketing Podcast, titled “From Mission to Metrics: How to Build a Scalable Growth Engine,” CEO Ollie James shares the unfiltered truth: without a clear mission, your GTM strategy is just noise. You’ll hear how Ollie went from RevOps and CRO roles to leading Attribution and how he rebuilt the company’s growth engine from the ground up by anchoring around mission, vision, and values. His approach replaces the leaky funnel with a sieve model, turns onboarding into a revenue driver, and reframes trial periods into proof-of-value commitments that align marketing, sales, product, and finance around outcomes, not activity. This episode is a must-listen for leaders who are tired of misalignment, scattered growth, and pipeline that looks good on paper but leaks trust at every stage. What You’ll Learn: Why chasing KPIs without clarity sabotages scale How to turn onboarding into your most powerful growth lever The “sieve model” that exposes your GTM blind spots Ollie’s POV framework that filters out bad-fit leads and converts faster How to get buy-in from skeptical CFOs and unify your GTM team Who It’s For: CEOs, CROs, CMOs, and RevOps leaders who want to scale smarter—not louder. In just 31 minutes, you’ll gain a new blueprint for building a mission-aligned, revenue-resilient business. Stay to the end, where Ollie shares his narrative structure for winning executive buy-in and designing onboarding that creates trust from day one. Want growth that lasts? Tap play. Let’s scale smart. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Still waiting for the perfect strategy, hire, or agency to fix your growth? While you’re hesitating, someone else is testing faster, learning smarter and winning. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with David Lorango, former head of e-comm at Forever 21 and Nick’s Ice Cream, now founder of Startup Accelerators. David’s helped DTC brands scale from zero to $50M+—and he’s here to give founders a wake-up call. Because in today’s landscape, playing it safe is the most dangerous move you can make. From AI-powered media buying to test-and-learn brand building, David unpacks what it really takes to grow in 2024—and why most founders fail not because they move too fast, but because they wait too long to take the right risks. In this episode, you’ll learn: Why your cautious, “wait and see” mindset is quietly killing your business How to use AI to test, learn, and optimize faster than ever What good risk looks like—and how to take it without torching your budget Why founders fail when they fall in love with their ideas instead of their market The AI myth that’s distracting founders from building real ecosystems ✨ Imagine learning faster than your competition—cutting failure cycles in half and compounding wins across every part of your funnel. 👉 Stay to the end where David shares the story of a founder who almost quit—then unlocked explosive growth one week later. If you’re building a DTC brand in 2024, this episode could save you months of wasted time, spend, and stress. Don’t miss it. 🎧 Hit play now. Your next level might be one test away." Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Are you still posting on LinkedIn without a plan and wondering why it’s not working? If your content feels scattered, generic, or just isn’t converting, the problem isn’t your platform. It’s your strategy. In this episode of Revenue Boost: A Marketing Podcast titled “Stop Posting. Start Converting: How to Build a Strategic Content Engine,” host Kerry Curran sits down with Lindsay Fuchs, co-founder of Undercover Creators, to unpack what most marketers get wrong about content—and how to fix it fast. Lindsay shares why most “content problems” are actually messaging problems—and how brands can stop chasing the algorithm and start building trust, consistency, and credibility that drives real pipeline. Whether you’re a founder, CMO, or content lead, this episode will help you reconnect your mission, voice, and customer journey into one scalable content engine. What you'll learn: Why content that “feels off” usually means your mission isn’t clear How to create a voice guide that makes AI and teams sound like you The messaging missteps that are killing your conversions What channels actually matter for your goals—and how to choose The key to making all your content—from posts to emails—work in sync Who it’s for: Founders, marketers, and content creators tired of spinning their wheels—and ready to build strategy that sticks. ✨ Imagine content that not only connects—but converts, consistently. 👉 Stay tuned to the end where Lindsay shares her 3-step framework for building messaging that scales across every platform—and the #1 mistake brands make when using AI. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Still leading with product features instead of customer results? You could be costing yourself more than just attention—you’re missing the trust that drives real pipeline. In this episode of Revenue Boost: A Marketing Podcast titled “From Vision to Execution: What It Really Takes to Lead Customer-Centric Marketing at Scale,” host Kerry Curran sits down with Kerel Cooper, CMO of GumGum, to unpack what it really means to put the customer at the center of your marketing strategy—and how that shift can unlock revenue at every stage of the funnel. After one year in the CMO seat, Kerel shares how he transformed GumGum’s go-to-market strategy by thinking like a B2C brand: elevating storytelling, designing more human experiences, and scaling emotional connection without losing performance. This conversation goes beyond buzzwords and into real execution—how to get case studies faster, how to build trust earlier, and how to rise above the noise in a crowded space. You’ll learn: How to build branded case studies—starting at the contract, not the campaign recap Why experiential marketing beats pitch decks (even in B2B) How to connect with senior stakeholders by offering strategic value Why Kerel invested in contextual video + their “Mindset Graph” to differentiate GumGum How to turn in-person events into trust accelerators (not just swag drops) Who it’s for: CMOs, revenue leaders, and GTM teams tired of marketing that sounds like everyone else—and ready to lead with empathy, value, and outcomes. What you’ll walk away with: A proven blueprint for how customer-led storytelling, smart events, and executive-level strategy combine to build a brand buyers want to work with. 🎧 In just 28 minutes, you’ll learn how to build marketing that earns trust—and turns buyers into believers. 👉 Stay tuned to the end where Kerel shares the #1 move new CMOs should prioritize—and what he wishes he had done even sooner. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Need to win your next pitch fast? Discover how BrainLabs closes deals in a week—and how you can too. Most agencies overcomplicate pitches. BrainLabs does the opposite—and it’s winning them 84% of the time. In this episode of Revenue Boost: A Marketing Podcast, Kerry Curran sits down with Adam Potashnick, former COO of MediaCom and now CEO of one of the fastest-growing indie agencies in the U.S. Adam shares the tested strategies that are working right now to build pipeline, win trust, and close faster: Steal his “One Week to Win” pitch framework Learn how BrainLabs built deal-flow through creative, PR, and consultant partnerships Discover the one move that flips agency reviews in their favor—every time Understand why how you build the team matters more than what you pitch 🎯 Whether you're tired of being the runner-up or just need a tighter process, this episode will help you show up sharper and close smarter. Stay to the end where Adam breaks down how they won a major retail client within an hour—and why most agencies would’ve blown it. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Feeling the pressure to grow—but struggling to get above the line of power in your deals? You're not alone. In a market saturated with noise, generic emails, and product-first selling, the biggest threat to your revenue isn't bad outreach—it's a lack of real executive relationships. In this episode of Revenue Boost: A Marketing Podcast titled “Beyond the Buyer: How Executive Engagement Drives More B2B Revenue,” host Kerry Curran is joined by Silicon Valley veteran Sarah Moody, tech entrepreneur and co-founder of SEEL (Society of Executive Engagement Leaders). Sarah has helped brands like Splunk, Palo Alto Networks, and other global enterprise players unlock growth through one powerful lever: multi-threaded executive engagement. And the cost of ignoring it? Expansion failure, revenue risk, and brand irrelevance. 🧠 Here’s what you’ll learn: Why fragmented, disjointed exec engagement efforts are silently eroding your brand trust The 5-question audit to evaluate your current strategy—and spot revenue risk before it’s too late What “above the line” relationships really look like (hint: it’s not just wining and dining) How to engage introverted leaders to show up confidently with clients and boards And why post-sale exec engagement is your new growth engine in the age of AI commoditization ✨ Who It’s For: CMOs, CROs, and GTM leaders who want to future-proof revenue by building resilient, trusted relationships in top accounts. 🎯 What You’ll Walk Away With: A playbook to align sales, marketing, and customer success around exec touchpoints—and turn brand trust into expansion, renewal, and category dominance. Stay tuned to the end, where Sarah shares the real ROI of building a proprietary research engine—and why it’s your competitive moat in a world of generic AI content. If you’ve ever lost a deal because the buyer didn’t “feel confident” in your brand, this episode is the wake-up call. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Sick of trade shows that cost a fortune but never drive real pipeline? If your events strategy feels more like a brand awareness play than a revenue engine, this episode will help you flip the script. In this episode of Revenue Boost: A Marketing Podcast titled “B2B Events That Close Deals: Strategies for Relationship-First Growth,” host Kerry Curran sits down with Meghan Lavin, VP of Marketing at Choreograph. With 15 years of experience leading events, content, and field strategy, Meghan shares how B2B marketers can drive measurable impact through smart, strategic event planning. She pulls back the curtain on what really works—beyond the booth: How to set goals and budgets that align with sales cycles and AOV What to ask for when negotiating sponsorships (and what not to sign) Creative ways to build hosted events that convert, even with limited budget How to train event staff so your booth doesn’t fumble the first impression The power of post-event follow-up and content to keep relationships warm 📌 Who It’s For: B2B marketers, field marketing leaders, and revenue execs planning events that need to do more than “get your name out there.” 🎯 What You’ll Walk Away With: A proven playbook for building trust, generating pipeline, and strengthening brand reputation through every event touchpoint. Stay to the end where Meghan shares how a niche SEO conference went viral—and what made it the most impactful hosted event of her career. If you’re ready to stop measuring foot traffic and start closing deals, this episode is for you." Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Trade shows and events are back!But most still miss the point. If you're not walking away with real relationships and revenue potential, you're doing it wrong.Hey there, I'm Kerry Curran—B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In this episode, Pipeline in Person: How Relationship-First Events Drive Real ROI, we’re diving into how the smartest B2B brands are getting off the expo floor and into curated conversations that actually convert.I'm joined by Jon Whitfield, Chief Operating Officer at MediaPost, who has spent over 20 years perfecting the art of high-impact, face-to-face marketing. Jon isn’t just running another event company—he’s building a reputation for delivering summit experiences that sponsors rebook year after year because they drive pipeline, not just visibility.And here’s the surprising truth: smaller, niche gatherings with the right ratio of buyers to sponsors consistently outperform massive trade shows—if you get the format right. Jon breaks down why most conferences fail to deliver ROI—and how to fix it.We cover:The one customer value metric sponsors should use to justify their spend How curated experiences like golf, axe throwing, and roundtables deepen buyer trust What brand-side marketers actually want from events in a post-remote world And how to build stronger sponsor-attendee matchmaking and content alignment Picture this: instead of awkward badge scans, you're having real conversations over dinner, sharing challenges in closed-door roundtables, and walking away with warm leads who already know, like, and trust you.Stay to the end, where Jon shares his one non-negotiable rule for evaluating event ROI—and how to spot a conference worth investing in before you spend a dollar.If you're investing in events this year, this episode is your edge.Hit follow, drop a rating, and share it with your field marketing or partnerships lead—because pipeline starts before the pitch.Let’s go!Kerry Curran, RBMA (00:02.296):So welcome, Jon. Please introduce yourself and share your background and expertise.Jon Whitfield (00:07.832):Well, hello, Kerry. Thanks for having me on. My name is Jon Whitfield. I'm the Chief Operating Officer over at MediaPost. I've been there for a long time—I didn’t realize you could be at a place for as long as 22 years. Apparently, there are other places you can work. I didn’t know that. No one ever told me. I just learned that you can get other jobs at other places.Yeah, I’ve been at MediaPost for 22 years. I’ve seen a lot of things change over the years, and yeah, we’re thrilled just to still be kicking and doing our thing.Kerry Curran, RBMA (00:46.176):Excellent. Well, I know you've become the expert at events, and in my own experience with MediaPost, you’ve curated a really valuable experience for both brands, attendees, and sponsors. I want to dive into your expertise and help marketers and sponsors get more out of their conferences—and really think about what that investment looks like.We’re seeing more and more value put into face-to-face relationship-building and brand-building. Conferences offer that, right? Talk about how you've seen the industry evolve and what you're seeing today.Jon Whitfield (01:38.716):Yeah, I mean, it's funny. When I first started out in this business, you had real tentpole events—like the ad:techs and the SESs of the world—that had 300 exhibitors and thousands of attendees. These were real, large gatherings that happened several times a year. If you weren’t at those—whether as an exhibitor or an attendee—you kind of didn’t exist. It was like, “We’ve got to be there.”So in the early 2000s and through the first decade of the new millennium, those large shows were really commonplace and important.We participated not only as exhibitors but also by launching our own conference series called OMMA Global, which had a couple of thousand people, 150 exhibitors, and was a two-day, multi-track content event. It was a big lift. It wasn’t easy to put together or manage.But after five or six years of doing that, we realized it was really difficult to go back to our sponsor pool and guarantee them the ROI they were looking for. Because with large events, you're not really in control of the experience. You're kind of leaving it to chance: maybe someone good stops by a booth, maybe there's a follow-up, maybe someone connects at the cocktail party, maybe someone attends the sponsored presentation.Sometimes you get four people in the room, sometimes 50—you’re just not in control. Over time, we learned that the more control you have over the experience—and the more you're involved in it—the more satisfied everyone will be: sponsors, attendees, everyone.Kerry Curran, RBMA (03:28.800):Right.Jon Whitfield (04:15.984):Exactly. And so, we just evolved. You’ve still got the big tentpole events like CES that serve a purpose. But I don’t know many people in advertising or marketing who come back from CES saying

“It’s never been harder to be a CMO—and never more important to get it right.” Pressure is mounting for go-to-market leaders. Budgets are shrinking. Shortlists are tightening. AI is changing the game before most teams can even catch up. And yet, CMOs are expected to lead with confidence, deliver revenue, and evolve strategy—without burning out. If that sounds familiar, this episode is your blueprint for navigating the storm. In this episode of Revenue Boost: A Marketing Podcast, host Kerry Curran sits down with Kathleen Booth, SVP of Marketing & Growth at Pavilion, to unpack what the most resilient, high-performing marketing leaders are doing differently right now—and why peer collaboration is the competitive advantage most execs overlook. ✅ Why CMOs must stop trying to “do more with less” alone✅ The 3 GTM capabilities every modern marketing leader must build: • Profitable, efficient growth • AI-augmented GTM execution • Executive resilience and personal transformation✅ How cross-functional collaboration beats siloed expertise—every time✅ What Pavilion’s GTM25 Summit is revealing about the next generation of go-to-market leadership Stay to the end where Kathleen shares the #1 strategic muscle every CMO must build this year—and how to develop it before your next board meeting. If you get value from this episode, hit follow, drop a rating, and share it with a marketing or sales leader who needs to hear it. Let’s scale smart. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Experience equals perception. Your event is your brand in action, and every detail tells a story. If your event isn’t memorable, connected, and aligned to your goals, it’s a missed opportunity to deepen loyalty and accelerate the pipeline.” - Emily OlsonHi there, I’m Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of your competition.In Your Brand in Real Life: Event Strategies for Lasting Brand and Revenue Impact, I sit down with Emily Olson, President and Executive Producer at Arrow Event Management. With over two decades of experience producing brand launches, executive summits, and global conferences, Emily breaks down exactly what it takes to turn a live event into a high-ROI marketing channel.Be sure to stay tuned until the end, where Emily shares how homegrown talent shows became one of the most surprising—and most effective—community-building tools in her event playbook.Let’s go!Kerry Curran, RBMA (00:01.774)So welcome, Emily. Please share your background and expertise.Emily Olson (00:06.952)Thanks, Kerry. I'm Emily Olson, President and Executive Producer at Arrow Event Management. I’ve been producing events for almost 25 years, and I think I’ve done just about everything at this point—conferences, galas, brand launches, roadshows. I’ve worked all over the U.S. and internationally, and I’m really excited to be here today to talk about events and brand strategy.Kerry Curran, RBMA (00:38.2)Well, thank you, Emily. I'm very excited to have you on today. We first met when you were producing some events for my agency many years ago, and you definitely raised the bar when it came to delivering a polished and valuable experience for guests. I’m excited to dive in and hear your recommendations.When you typically start speaking with someone who wants to do an event for their company, how do you begin ideating what it will look like or how they should approach it?Emily Olson (01:19.016)That’s a great question. We start by understanding the goal of the event. Why are they hosting it? Who are they trying to reach? How are they measuring success? What do they want their attendees to think, feel, and do? That’s always how we start the conversation. From there, my team puts together a strategy to help achieve those goals.Kerry Curran, RBMA (01:51.406)Mm-hmm. So talk about the typical audience for you and your events. How does that play into the event plan and strategy?Emily Olson (02:27.794)Many of our audiences are different—it almost feels like a unique audience for every single event. Sometimes it’s internal, sometimes B2B, sometimes B2C. I did a sports-related event this week targeting fans of women’s sports. The fan base changes for every event, so there really isn’t a template. For each one, we look at the goals and determine how to best reach that specific audience.Kerry Curran, RBMA (02:58.594)Mm-hmm. Excellent. So what research do you and your team do to understand the audience and come up with ideas?Emily Olson (03:13.084)We look at who they are and what’s been done before. Maybe the organization has hosted this event before—what worked, what didn’t, what was a mess. In many cases, we put together different personas and walk through each one. Persona A might have one experience, Persona B another. We use that approach to figure out how best to reach each audience member or category.Kerry Curran, RBMA (03:49.216)That’s great. You’ve talked before about making events feel special for each attendee. Can you give examples of how your team creates unique, memorable experiences?Emily Olson (04:13.948)Yes—walking away with memories is key. What do you want them to think, feel, and do? Post-COVID, virtual events pushed us to engage people through every step. While we've moved away from most virtual experiences, attendees still expect engagement across all touchpoints. They want unique experiences. They want something they can post on Instagram—something they haven’t seen before. Everyone wants to be first. So, if we create an experience that drives attendees to think, feel, and act in alignment with the event goals, that’s a win. That’s how we create the magic.Kerry Curran, RBMA (05:45.440)I love that. Especially in the era of Instagram, social proof becomes part of the experience. One thing I loved was your example of taking over a department store and turning it into an interactive experience. Talk about how that idea came to life.Emily Olson (06:20.540)That store was in the client’s industry, so it aligned with their audience and created a strong foundation. The event’s goal was to reinforce a sense of community, so we brought in local vendors and restaurants to provide food stations. We tapped into the existing in-store experiences and added our own to connect attendees to bot

"Most agencies are invisible—and it’s their fault. If your positioning is broken, your website forgettable, and your marketing says nothing, you’re out before the game starts. The shortlist isn’t random—it’s earned. If you can’t clearly explain who you help and why you’re different, buyers won’t take the time to figure it out. If you can’t tell a compelling story, stand for something, or look credible online, you won’t even make the list."In this episode of Revenue Boost: A Marketing Podcast, Your Agency Growth Strategy Is Broken: How to Pivot Now to Stand Out and Get Shortlisted, host Kerry Curran sits down with Stephen Boehler, Partner at Mercer Island Group and trusted agency growth advisor.Stephen delivers a blunt reality check for agencies struggling to get shortlisted, stand out, or win more pitches. The biggest problem? A broken strategy—and failure to show up like a brand. If your agency can’t articulate its value, differentiate in-market, or make a credible impression online, you’re not just behind—you’re invisible. We dig into:The 3-part growth flywheel: Be ready, be memorable, be findableWhy most agencies lose before the pitch process even beginsThe shift from reactive pitching to proactive visibility and relevanceWhat today’s clients actually look for when shortlisting agency partnersWhy clarity, consistency, and conviction in your story are your competitive edgeIf you're leading new business, driving growth, or rethinking your agency's positioning—this episode is your wake-up call. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

"Your customer is the hero not your product. The most effective marketing tells their story, not yours. When you lead with empathy and deeply understand their challenges, desires, and identities, you create content that makes them feel seen. That’s what earns attention, trust, and loyalty especially in a world flooded with generic messaging. Great marketing reflects the people it’s for.” - Melissa Moody, Founder of Wednesday Women How do you build a brand that truly resonates in today’s market? One that feels human, inclusive, and authentic? In this episode of Revenue Boost: A Marketing Podcast, Marketing That Resonates: How Empathy and Representation Build Stronger Brands, I sit down with Melissa Moody, founder of Wednesday Women and former Google exec, to explore how empathy and representation create real business impact. We dig into: How customer-centric storytelling earns attention and trust Why diversity and inclusion are revenue strategies, not just values How to build visibility for underrepresented voices (including your own) Ways to shift from promoting product features to elevating your audience’s identity and success Melissa also shares how she’s helping female executives move from operating quietly to showing up powerfully and why that visibility benefits not just the individual, but the brand. If you're ready to make your brand more relevant, more human, and more effective—this one’s for you. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The real reason your pipeline is stalling has nothing to do with tools, scripts, or call volume. It’s coaching.Most sales teams keep adding technology and training, yet deals still slip, buyers stall, and trust erodes. The problem isn’t effort. It’s that reps are being developed as pitch machines instead of trusted partners. And when curiosity, authenticity, and preparation are missing, pipeline performance suffers fast.In this episode of Revenue Boost: A Marketing Podcast titled “The Real Pipeline Fix: How Coaching, Curiosity, and Authenticity Close More Deals,” Kerry Curran sits down with Lee Levitt, sales effectiveness coach and founder of The Accelerate Group. Lee has led marketing, sales, and enablement at companies like Oracle and Google, and he brings a contrarian but practical perspective. Coaching is not about information transfer. It is about behavior change. And that shift is where real revenue leverage lives.You’ll hear why most frontline managers inspect deals instead of developing skills, how lack of deliberate practice quietly kills win rates, and why buyers default to the status quo when sellers fail to lower perceived risk. Lee breaks down what high-performing sellers actually do differently and how leaders can build those behaviors intentionally.What you’ll take away:Why sales training alone does not improve pipeline consistencyHow curiosity and authenticity directly accelerate deal progressionThe role of deliberate practice in improving buyer conversationsHow preparation reframes buyer risk and reduces deal paralysisWhy sales enablement must have a strategic voice, not just a tactical oneImagine a sales team that shows up prepared, listens deeply, connects solutions to real business outcomes, and earns trust before asking for commitment. That is what predictable revenue looks like.Stay tuned to the end, where Lee explains how sales enablement leaders can earn a permanent seat at the strategy table and why that becomes an unfair advantage for long-term, scalable growth. Chapter Highlights and Key Takeaways: 00:00 The Real Pipeline Problem No One Wants to Admit01:18 Why Coaching Beats Training Every Time03:00 Deliberate Practice: Why Reps Shouldn’t Learn on Customers04:24 When Leadership Messaging Doesn’t Match the Field Reality06:50 The Leadership Behaviors That Quietly Kill Performance07:58 The Two Traits That Separate Trusted Sellers from Pitch Machines10:34 Coaching Curiosity: Turning Better Questions into Better Meetings13:34 Preparation Is the Multiplier Most Teams Ignore17:54 Buyer Paralysis: How Sellers Can Reduce Perceived Risk21:43 Why Sales Enablement Must Think Beyond This Quarter22:09 Building a Strategic Enablement Advisory Board24:42 How to Engage External Experts Without Creating Dependency25:16 The Unfair Advantage: How Enablement Earns a Strategic Voice Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Are you underestimating culture as a growth driver? Too many leaders still see it as “soft.” But when trust breaks, retention falls, productivity slows, and your best people quietly start planning their exits.The truth is: culture is infrastructure. It fuels resilience, engagement, and results. And in today’s climate of AI disruption, budget cuts, and constant change, a weak culture will cost you more than any missed marketing tactic.In this episode titled The Culture Multiplier: Why People-First Leadership Is Your Most Underrated Revenue Strategy, host Kerry Curran sits down with Rachel Weeks, veteran marketing executive and HR tech leader, to explore how values-driven leadership creates a competitive advantage in times of uncertainty. Rachel reveals how transparency, empathy, and recognition aren’t just “feel-good” practices—they’re levers for retention and performance.This isn’t about HR perks—it’s about protecting revenue, boosting productivity, and building a resilient growth engine.You’ll discover how to:Navigate layoffs and reorgs without breaking trustUse recognition to lift productivity by 75%+Build a culture that keeps employees engaged—even under pressureTurn people-first leadership into a durable revenue strategyStay tuned until the end, where Rachel shares practical ways to create a culture of recognition—even without a big budget or formal platform.If you want growth that lasts, this episode will change the way you lead. Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

If you want to create content that truly resonates, start by listening. Your audience is already telling you what they care about—you just need to ask the right questions and use their answers to fuel smarter, more personalized marketing. That's a quote from Rachael Bassey and a sneak peek at today's episode.Hi there, I'm Kerry Curran—B2B revenue-growth executive advisor, industry analyst, and host of Revenue Boost, a marketing podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe and stay ahead of the competition.In From Insight to Impact: Smarter Research for Personalization That Resonates, I sit down with Rachael Bassey. She's the research partner to SaaS companies and the founder of ContentCollab.co. We explore how small marketing teams can personalize content at scale through smarter, more targeted audience research. We dig into practical ways to uncover buyer pain points, engage prospects through collaboration, and create content that stands out—especially in a sea of generic AI overviews.If you're looking for a way to connect your content strategy to pipeline impact, you don't want to miss this conversation. Be sure to stay tuned to the end, where Rachael shares how to turn contributors into loyal brand advocates and why that's the smartest way to grow both your content and your customer base. Be sure to subscribe and leave a review so you don't miss future episodes packed with actionable advice. Let's go!Kerry Curran, RBMA (00:01.72)So welcome Rachael, please introduce yourself and share your background and expertise.Rachael Bassey (00:07.279)Hey everyone, I'm Rachael Bassey. People call me Ray—Ray of Sunshine, more like it. I work as a research partner for SaaS companies. My specialization or expertise is helping companies create original research reports. I'll dive into what these reports are and my process later, but in a nutshell, that’s it.Kerry Curran, RBMA (00:41.966)Excellent. Well, thank you. I'm very excited to have you join us today because content is so critically important—especially original content and research specific to the audience. So talk to us a bit about what you're seeing and hearing as you're talking to your prospects or clients. What are the needs in the marketplace these days when it comes to getting smarter, better content?Rachael Bassey (01:10.529)Okay, before I get into that—thank you so much, Kerry, for having me. Really, thank you. So two things: One—AI. You have small companies that are like, “Why bother hiring a writer when I can just go to ChatGPT and say, ‘Help me with my content plan, content calendar, and 50 articles for my blog’ and get it done?” But then, a lot of people can easily spot articles written by ChatGPT, and people are tired of the robotic voice—even though I use a lot of it. People want to hear things that actually sound human.People are also hungry for data—things they can benchmark their performance against.Then on the other hand, budgets are being cut everywhere—left, right, and center. So CEOs and founders are asking, “Why should I invest more in marketing? How do we tie marketing to revenue?”There’s a debate around, “Is the whole marketing funnel even relevant anymore?”You just have different arguments around whether it’s important to invest in marketing or if we should even bother right now. That’s pretty much what I’m seeing in the space.Kerry Curran, RBMA (03:01.484)Yeah, definitely. And it's so true—I can't have a conversation about marketing without AI being front and center. There's a lot of value there, but to your point, if you're putting all your creativity into the AI model, you're not going to get the quality you need.Adding to that, AI also impacts search results. If you're just producing generic content, your rankings will suffer. You have to get smarter about content structure so your expertise can rank better.So much opportunity here. Talk to me about how you're solving this—how are you helping your clients?Rachael Bassey (04:03.102)Great. Okay, so I’ll just do a bit of a rundown.I worked with a company called Databox back in 2019. I’m no longer with them, but we started what I like to call collaborative marketing before it was even a thing. Back then, people didn’t really care about talking to real people or experts and collaborating with them to create content.Now you go on LinkedIn and see a lot of people talking about original research, but before it became the trend, we were doing it. We were a small marketing team. I was employee 25 in the company, and our team had just three people: John, Bella, and me.When you have a small marketing team, you wear many hats. You might not even be an expert in the industry, yet you're expected to write 50 articles in two months. So we said, “Let’s collaborate with our customers and prospects.”At the time, agencies made up the majority of Databox’s clients. I would spend so much time on

“Visibility in the age of AI isn't just about ranking anymore—it's about being understood, trusted, and retrievable by the machines your buyers now rely on. These engines extract only the most relevant chunks of content to answer the query. And if your message isn't structured clearly or consistent across channels, you risk being invisible.” That's a quote from David Kirkdorffer and a sneak peek at today's episode.Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe to stay ahead of your competition.In The New SEO Frontier: How Marketers Can Win Visibility in the Age of AI, I sit down with David Kirkdorffer. He's a B2B marketing strategist and generative SEO expert. We break down how your content, website, and messaging must evolve to be visible in LLM-powered search. We explore what's changed, what still works, and what's next—so your brand stays front and center no matter which AI engine your buyer turns to.Be sure to stay to the end, where David shares why team alignment across content, SEO, PR, and partnerships is your best defense—and greatest opportunity—in an AI-first future. Let's go.Kerry Curran, RBMA (00:01.422)So, welcome, David. Please introduce yourself and share your background and expertise.David Kirkdorffer (00:07.466)Hi, Kerry, and thank you so much for bringing me on the show. My background: I am a B2B marketer. I’ve been doing B2B marketing for—let’s say—30-plus years. I have focused most of my career on generating leads for sales teams, and that is still my focus, though the way that is done nowadays has certainly changed.I’ve worked mostly in technology companies, selling technology to technology departments—so IT tech for IT tech consumers. Over the years, that has gone from enterprise accounts, as technologies became more democratized, down to medium-sized businesses and small businesses.So that’s briefly about me.Kerry Curran, RBMA (01:00.214)Excellent. David, I know you have been deep into the research around what I’ll introduce as the evolution of SEO. Tell me: What are you hearing? What triggered your interest in diving into gaining visibility for brands within the GPTs and other AI engines?David Kirkdorffer (01:25.994)Right. OK, that’s a great question. Given my background of trying to get information into buyers’ hands—being buyer-centric—a number of years ago I focused on what we might call buyer enablement and the buyer experience: the buyer being successful in finding the information they’re looking for on our website. I realized that a lot of the great information buyers want sits behind a gate where you have to speak to a sales rep.The idea I was working with—and many people, of course, not just me—was, “Can we get this information onto our website so that when buyers come, they can find what they need and say, ‘This looks like a good fit’?” Along come these LLMs, and now all of a sudden I’m thinking, “How do I AI-enable training? How do I make sure the AIs have the information that answers buyer questions?”In a way, AI LLM tools are a disintermediating force separating my buyer from my answer. They’re turning to the ChatGPTs, the Geminis, the Perplexities, the Claudes, the Copilots, and various other tools—some specialized for particular domains. Our challenge is to make sure our answers are read, understood, and correctly represented within these LLMs so that, when a buyer goes there for an answer, our brand is visible.It’s much more effective for a buyer to ask questions with ChatGPT, and you might ask the same question to four or five tools just to validate, because they all have different information sets, models, crawlers, and licensing agreements. Therefore, you may have high visibility in one and low visibility in another. Training data differs; retrieval data differs; the models themselves differ—so they have different “brains,” just like different people. That’s what brought me into this: trying to be customer-centric and helping my salespeople so that, when buyers do find information, our brand is there.Kerry Curran, RBMA (04:27.744)That’s excellent, David, and it’s such a hot topic. I don’t think I can go through a few hours of my day without it coming up. I know you’ve been evangelizing it a lot, which I’m sure generates many questions. What are the main questions people ask you about this capability and opportunity?David Kirkdorffer (04:51.442)Everyone wants to know, “What am I supposed to do? How is this different—is it different?” Two main lines of inquiry emerge. One comes from senior marketing leaders—the CMO or someone at a higher level—who wants to understand what they and their teams can do holistically. The other is very tactical: people approach it from their domain expertise—website, SEO, content—and ask, “What do I do within

“Digital out-of-home is where attention lives. It's unskippable, brand-safe, and contextually relevant—right when and where people are most engaged. If your brand isn't showing up in high-dwell environments, you're missing a powerful and measurable way to connect.” That's a quote from Peter Schofield, VP of Partnerships at Atmosphere TV, and a sneak peek at today's episode.Hi there, I'm Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you're serious about growth, hit subscribe and stay ahead of your competition today.In The Last Untapped Channel: Driving Precision, Attention, and Revenue with Smart Digital Out-of-Home, I sit down with Peter Schofield. He's the VP of Brand Partnerships at Atmosphere TV. We explore how digital out-of-home advertising has evolved into one of the most targeted, high-impact channels in modern media. From smart targeting and unskippable content to real-world attribution and creative flexibility, Peter breaks down how brands are turning physical spaces into revenue-generating media environments.Be sure to stay tuned until the end, where Peter shares how top brands are using API-powered digital out-of-home to personalize in-the-moment engagement at scale. Let's go!Kerry Curran, RBMA (00:01.698)So welcome, Peter. Please introduce yourself and share your background and expertise.Peter Schofield (00:07.960)Thanks, Kerry. I'm excited to be here today. I'm Peter Schofield, VP of Brand Partnerships with Atmosphere TV. I've been in the marketing and advertising space for the better part of 30 years. I've always been curious about human behavior, social sciences, marketing, and advertising—connecting brands with people and people with people. That always puts you at the front of technology and innovation. So I've always been excited about that, and that's where I've spent most of my adult career.Kerry Curran, RBMA (00:41.112)Excellent, great. I'm excited to dive into your area of expertise. When we first met and dove into Atmosphere TV and your capabilities, I got really excited about the unique aspect of connecting consumers with brands and helping brands with their narrative and storytelling. So, excited to dive in. Talk about out-of-home—what trends are you seeing and hearing today?Peter Schofield (01:18.670)Sure. The out-of-home market, specifically the digital out-of-home market, is certainly thriving. The extraordinary reach, context, and impact of digital out-of-home are literally reshaping consumer engagement. Brands and agencies looking to move the needle are tapping into screens and spaces that have been previously overlooked, undervalued, or underutilized.Peter Schofield (01:48.192)Three key elements that are a consistent part of the narrative—what folks are looking for in their investment—are efficacy, deliverability, and accountability. Out-of-home provides all of those.Kerry Curran, RBMA (01:59.448)Definitely. I think the advent and growth of digital out-of-home really revamped and breathed new life into what we knew as traditional billboards, bus stops, etc. It’s very cool to see the evolution and the more advanced targeting capabilities.Peter Schofield (02:26.644)It is sophisticated now. It’s not your father’s billboards, as they say, right? It's the optimal blend of scale, mass reach, and local precision. Brand-safe channels are really making this a distinguished place to market, for sure.Kerry Curran, RBMA (02:45.142)Yeah. How are you seeing that increased interest in out-of-home as part of the media mix?Peter Schofield (02:51.706)I think folks are recognizing it as a real opportunity to align messaging with not only what people are doing, but why they're doing it. At the neighborhood level, we can connect with what people are doing, how they’re feeling, and what they’re experiencing in real time—where they live, work, and play. It’s inherently location-based and enhanced significantly by contextual targeting. That’s where companies like Atmosphere really come into play.Kerry Curran, RBMA (03:26.784)Definitely. There are so many stats that prove the engagement and growth opportunity. I know you had some from eMarketer. Want to dive into those?Peter Schofield (03:40.846)Yes. In 2024, out-of-home revenue in the U.S. was just over $9 billion—a 4.5% increase from 2023. More notably, digital out-of-home, where I focus, represented about 34% or $3 billion of that market, also growing 4.5% year-over-year.Kerry Curran, RBMA (04:30.104)Definitely. With location targeting and dynamic creative, it’s a perfect blend of niche targeting and visual storytelling.Peter Schofield (04:56.696)Absolutely. One person described it as, “Out-of-home is where attention lives.” It lets marketers deliver the right message at the right moment—contextually relevant, unskippable, and effective.Kerry Curran, RBMA (05:11.700)Right—a

Fractional leaders aren’t here for job security—we’re here to build legacies. We remove the internal angst that clouds big decisions. We’re not protecting titles or playing politics. We’re focused on what drives transformation, growth, and lasting impact.Hi there, I’m Kerry Curran, B2B Revenue Growth Executive Advisor, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.In every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of the competition.In The Rise of the Fractional CMO: How to Accelerate Revenue Growth Without the Overhead, I sit down with Virginie Glaenzer, a fractional CMO, tech entrepreneur, and community builder.We explore how fractional marketing leaders are reshaping go-to-market execution, AI adoption, and executive alignment across today’s most innovative organizations.Be sure to stay tuned until the end, where Virginie shares her advice on how to scope your first fractional engagement and make an immediate impact, without the overhead.Let’s go!Kerry Curran, RBMA (00:02.148)So, welcome, Virginie. Please introduce yourself and share your background and expertise.Virginie Glaenzer, Frac. CMO (00:09.086)Thank you so much, Kerry, for having me on your podcast. I’m really excited—I think the work you’re doing is amazing. My name is Virginie—Virginie Glaenzer. I’m originally from France and am your typical immigrant. I’ve had quite an interesting journey: I moved to the San Francisco Bay Area in 1998, started a couple of software businesses, and had my fair share of successes and failures.After 17 years in Silicon Valley, I moved to New York for about 12 years, where I served as VP of Marketing and CMO for mid-size organizations. I’ve been in D.C. for the last year and a half. Over the past 30 years, most of my career has been in B2B SaaS tech, helping organizations. Today, as a fractional CMO, I enjoy supporting small- to mid-size companies that are trying to disrupt their industries—mostly in tech, where technology is part of their offering. That’s just a little bit about me.Kerry Curran, RBMA (01:21.594)Thank you. I’m very excited to speak with you today. You have a wealth of experience, but I want to start by diving into fractional CMOs and the evolution of fractional executives. I know you serve both as a fractional CMO and as the leader of Acorn Oak, so I’d love to hear what you’ve seen regarding this evolution and why you find it so valuable.Virginie Glaenzer, Frac. CMO (01:54.804)That’s a great question. I actually fell into the fractional model—I never thought I would become a consultant—but it has changed my life, and I love it. I chose the fractional path because I wanted to make real, lasting change. When I was a VP of Marketing, I found that people wanted me to make them feel comfortable instead of guiding them through change. As a fractional CMO, I offer an unbiased outside perspective, removing the anxiety and internal angst that often accompany big decisions—something I couldn’t do as a full-time employee.My focus isn’t on protecting a title or playing politics; it’s about building a legacy, not job security. As a result, I avoid the “drink-the-Kool-Aid” syndrome that can cloud judgment. The fractional model really works, and I think it took off after COVID because companies realized they could hire talent anywhere. When you hire people remotely, you don’t see the hours; you see the output. A fractional executive who works two days a week can deliver the equivalent of four days from a traditional employee—and often, that’s all a company needs.AI is also disrupting organizations. Internal employees may hesitate to rock the boat, but a fractional executive will do whatever is necessary to drive change.Kerry Curran, RBMA (04:01.762)I love that example—doing in two days what others might do in four—because when you can focus solely on the initiative, you avoid the distractions of full-time employment and get more done. Another benefit is that fractional CMOs must stay on top of trends—from AI to strategy—and can apply learnings from one client to another, an opportunity full-time employees don’t always have.Virginie Glaenzer, Frac. CMO (04:59.680)Absolutely. Working with multiple clients gives you a different view of each market. You come in with broad experience, fresh perspectives, and numerous frameworks. It’s a win–win—deeply satisfying for the individual and invaluable for the organization.Kerry Curran, RBMA (05:28.266)I’m seeing a trend: six years ago, most engagements were project-based—solving urgent challenges over three to six months. Now, clients hire me as a fractional CMO for assignments that can last a couple of years. As long as you’re helping the company reach its next growth stage, why not?Virginie Glaenzer, Frac. CMO (05:57.428)Exactly. Hiring a fractional CMO can be a smart way to secure expert support without the full-time cost. When should a c

“If your team's still selling features, your packaging is broken. Most CEOs focus on scaling sales, but they overlook pricing and packaging as core revenue levers. When your pricing aligns with the value you deliver, value-based selling becomes second nature, discounting drops, and revenue growth accelerates. You don't need a new product—you need a smarter way to package what you already have.” That's a quote from Roee Hartuv and a sneak peek at today's episode.Hi there, I'm Kerry Curran—revenue growth strategist, go-to-market advisor, and host of Revenue Boost: A Marketing Podcast. Every week, I sit down with the sharpest minds in marketing, sales, and strategy to unpack real-world tactics that drive measurable revenue growth. No fluff—just bold, actionable insights to help you outpace your competition. If you're serious about scaling smarter, hit subscribe and let's boost your bottom line together.Today's episode: Packaging and Pricing—the Key Revenue Strategy Most CEOs Miss. I'm joined by Roee Hartuv, a pricing and packaging expert helping B2B companies unlock hidden revenue and tie pricing to ROI. In this episode, we discuss the critical growth lever most CEOs miss—and how that lever leads to faster expansion, stronger retention, and more confident salespeople.Stay tuned until the end, where Roee shares a practical action you can take today and where to find free resources to help you get smarter about pricing and start driving revenue growth now. Let's go!Kerry Curran, RBMA (00:01.155)Welcome, Roee. Please introduce yourself and share your background and expertise.Roee Hartuv (00:06.326)Hello, and thanks for having me. My name is Roee Hartuv. I currently focus on pricing and packaging as an advisor. Over the past five years, I’ve worked in the broader area of go-to-market excellence, helping transform go-to-market strategies and operations. Before that, I was a SaaS—or software—seller.Kerry Curran, RBMA (00:35.745)Excellent. Thank you, Roee. We’re excited to have you back. This is actually your second time with us. Last time, we covered different stages of go-to-market with a focus on customer success and the importance of net and gross recurring revenue. Today, I want to dive into what you’re focusing on now. Let’s talk about willingness to pay and your specialty at your new company.Roee Hartuv (01:12.236)In the past five years, I’ve helped companies generate more revenue—everyone’s top priority. Most conversations revolve around process improvements, automation, or AI-enabled productivity, all aimed at increasing win rates and reducing churn. I’ve done all that, but I realized one lever delivers the best ROI and is often the quickest and simplest to pull: pricing and packaging.Once I understood that, I decided to spend most of my time there—helping companies increase revenue by getting pricing and packaging right. You don’t necessarily need a new product; you need a smarter way to package what you already have. That’s what we do at Willingness to Pay: pricing and packaging, and we’ve seen great results.Kerry Curran, RBMA (03:02.094)I agree. Companies spend a lot of effort cutting costs and increasing efficiency, yet overlook pricing. When prospects contact you, what business challenges are they trying to solve?Roee Hartuv (03:43.564)When they come to us, they already sense a pricing or packaging issue—and most companies have one. Early on, no single person truly owns pricing. Is it finance, the CRO, product, or product marketing? Because no one owns it, pricing often stays untouched for years while products, features, and value grow. For example, a client recently added a fantastic AI feature but decided to charge only $5,000 a year—far below the value it delivers.The main problem is that companies don’t adapt pricing and packaging to market dynamics. As a result, they leave money on the table. The most common pain we hear: “Our sellers keep talking features instead of value. They give big discounts, and we know we’re underpricing.” That’s the core challenge: enabling value-based selling through better packaging.Kerry Curran, RBMA (05:12.399)Beyond revenue growth, pricing can boost average contract value and reduce churn. Still, many leaders hesitate to raise prices. What objections do you hear most, and how do you address them?Roee Hartuv (05:38.68)Two big fears: First, customer success worries that price increases will trigger churn. Second, sales fears that higher list prices will tank win rates—“We’re already discounting!” We mitigate these with a four-step process:Internal validation—get input from sellers and stakeholders. Customer interviews—talk to 5–20 close customers using a structured methodology. We start with value proposition, then packaging, then pricing model, and only last reveal price levels. Controlled sales test—roll the new model to a small “demo” team and watch results. Phased rollout—once it works, deploy to the full sales org, then migrate existing customers in waves, starting

“You can't scale on bad data. If marketers don't learn to be data stewards and systems thinkers, no amount of AI or automation will save them.” That's a quote from Kim Tran and a sneak peek at today's episode. Welcome to Revenue Boost, A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine.I'm your host, Kerry Curran—revenue growth–obsessed, go-to-market expert, and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer success to unpack the real-world strategies that drive sustainable growth. If you like what you hear, please be sure to follow, rate, and review the podcast on your favorite platform. It helps us reach more leaders like you.In today's episode, Turning Data Chaos Into Clarity: How Smart Marketers Turn Metrics Into Go-to-Market Momentum, I’m joined by Kim Tran, Head of Marketing and Business Development. Together, we take a deep dive into one of the most critical and overlooked challenges in modern B2B marketing: dirty, disjointed, and disconnected data.Kim shares her firsthand experience navigating data chaos, aligning stakeholders, and building the systems and skills needed to transform flawed inputs into strategic growth. Stay tuned until the end of today’s episode to hear how Kim recommends building your data literacy and AI readiness—one tech stack at a time. Let’s go.Kerry Curran, RBMA (00:01.560) So, welcome, Kim. Please introduce yourself and share your background and expertise.Kim Tran (00:07.276) Hi, Kerry. Thank you for having me. Hi, everyone. My name is Kim Tran. I am currently the Head of Marketing and Business Development.Kerry Curran, RBMA (00:18.866) Excellent. Kim, we’re excited to have you back—this is your second time on the show. Last time, you did a great episode on change management and why it’s so important for marketers. We’ll include that episode in the show notes; I learned a lot from it. Today we’re talking about data and data governance. Marketers have access to so much data now that it can be overwhelming. We all want to use it to get smarter and invest more strategically, but how do we know which data to use and how to use it? Can you share what you’re seeing?Kim Tran (01:14.946) Yes. A bit of background: I’ve spent the past decade in tech software, particularly in highly regulated industries—most recently ed-tech and financial services. In those sectors, we dealt with an abundance of sensitive data. A major challenge is that data is often siloed across different technologies and teams, and it’s not always clear who is responsible for it or who can access it. Whether you’re in a small company, where maybe only one person owns the data, or in a Fortune 500 firm with many data “cooks,” marketers need to become good data stewards and stay curious. The days when marketers could focus solely on brand or creative work are gone—especially in the age of AI. We’ve reached a critical inflection point: we now deal with synthetic, AI-generated data in addition to human-created data. Another challenge is systems thinking. Marketers must understand how data connects across teams; too often, we see a single metric and make knee-jerk decisions without context.Kerry Curran, RBMA (04:13.888) Absolutely. For marketing leaders who are just beginning to think strategically about data, what first steps can they take to establish a solid foundation?Kim Tran (04:37.838) Great question. We tend to jump into execution—looking for quick wins and feeling pressure from all sides—but data strategy is a long-term play. Your automation workflows, personalization efforts, and data privacy compliance will all depend on that foundation. First, learn how to learn. Many marketers come from creative backgrounds, and diving into technical tools can feel scary. I encourage hands-on learning: log into your marketing-automation platform or Salesforce and explore the data yourself. You can’t scale on bad data. Second, remember that marketers must be discerning. AI can ingest data faster than humans ever will, but if that data is flawed, the output will be flawed. Finally, create a culture of learning together. My team works closely with IT to clean our data, focusing on quality over quantity. These skills are increasingly non-negotiable as AI and synthetic data become the norm.Kerry Curran, RBMA (08:04.142) Some marketers come from more creative roles and might feel intimidated by data. What misconceptions do you see, and how do you address them?Kim Tran (08:34.636) One misconception stems from fear of becoming obsolete. I started in B2B tech 11 years ago, just as marketing automation platforms were taking off. The same anxieties we now see with AI existed then. If your workflows rely on outdated data, AI will simply generate inaccurate outputs faster. Another misconception is that marketers can remain purely creative. In reality, you must reverse-engineer from your goals. Whether you need m

Marketers don't need more data—they need smarter data. When you unify your first-party customer data and layer it with predictive AI, you move from generic messaging to precise, revenue-driving actions. Whether it’s suppressing low-propensity audiences, expanding high-value segments, or optimizing media efficiency, organized data is the engine that powers real growth.That’s a quote from Matt Greitzer and a sneak peek at today’s episode. Welcome to Revenue Boost: A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine. I’m your host, Kerry Curran: revenue growth–obsessed, go-to-market expert, and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer success to unpack the real-world strategies that drive sustainable growth.If you like what you hear, please be sure to follow, rate, and review the podcast on your favorite platform. It helps us reach more leaders like you.Today’s episode is all about the power—and the promise—of unified customer data. In From Siloed to Strategic: How Unified Customer Data Fuels Predictive Marketing, I’m joined by Matt Greitzer, CEO and co-founder of Actable. Together, we explore how smart brands are turning fragmented data into actionable intelligence using AI, clean cloud infrastructure, and strategic alignment across teams.Whether you’re dealing with outdated systems or trying to scale predictive modeling, this episode walks through the foundations of better segmentation, smarter media targeting, and lifecycle personalization that drives real results.Stay tuned until the end to hear Matt’s practical advice for data readiness—and what to do if your ESP is still your database. Let’s go!Kerry Curran, RBMA (00:01.432):So welcome, Matt. Please introduce yourself and share your background and expertise.Matt Greitzer (00:06.898):Sure. Hi, Kerry. Thanks for having me. My name is Matt Greitzer and I'm the co-founder and CEO of Actable. Actable is a company that works with enterprises to organize and enhance their first-party customer data to get them ready for AI-driven scoring and segmentation.Kerry Curran, RBMA (00:30.016):Excellent. You've been in the media space, media buying, and strategy. Talk a bit about your background before you got to Actable and how you identified the need for customer data.Matt Greitzer (00:44.5):Sure, yeah. That’s right. I spent 20 years in media, ad tech, and advertising. I started my career in the dial-up era at a company called Avenue A, which became Razorfish. I had a few different roles there, but the most formative one for me was running the search engine marketing practice, where I really got into the quantitative side of marketing.I then started the programmatic media practice at Razorfish and eventually left to start a business with a former co-founder of mine called Accordant Media, one of the first programmatic trading desks in the space—again using quantitative information to make better media buying decisions.We were acquired by Dentsu in 2016. Through that acquisition, we ended up running the programmatic practice at Dentsu. Dentsu had also acquired a much larger company called Merkle that same day. That’s where I first got exposed to first-party customer data. We worked very closely with a group at Merkle that used first-party customer data to build segmentation and use it for targeting in advertising.From that experience, I realized that this would be the future—how marketers would create differentiation in the face of signal deprecation and increasing personalization needs. So I left Dentsu in 2019 and in 2020, co-founded Actable with Craig Shin, a long-time colleague. We worked together at Razorfish and Accordant.Our thesis at Actable was that enterprises would create differentiation with their own customer data—but they’d need help organizing it coherently and bridging the gap between IT (who owns the tech) and marketing (who uses it). We’ve stayed true to that ever since.Kerry Curran, RBMA (03:41.740):Yeah, thank you. You've got such a rich background across both media buying and internal data challenges. I remember in the late 2000s, "big data" became the buzzword—brands and marketers suddenly had an influx of data. But now we’re seeing how much smarter we can actually get with it.So talk about the business challenges you’re helping solve today and how the data connection applies at a strategic level.Matt Greitzer (04:39.362):Sure. The business challenges are the same ones most marketers and advertisers face: reducing customer acquisition cost, decreasing churn, and improving retention.What we see is that companies have spent a lot on tech and data collection, but have suboptimally organized that data. So we come in and say: the problem isn’t the data itself—it’s how it's structured. Most enterprises don’t have a coherent infrastructure to activate customer data effectively.Think of it like a car—you don’t buy it for the

“It’s not just about getting a deal closed. It’s about aligning on shared goals, making sure we’re solving the right problem, and ensuring we can actually scale together. That upfront rigor means faster onboarding, better results, and long-term partnerships that last.” That’s a quote from Lee Aho and a sneak peek at today’s episode. Welcome to Revenue Boost: A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine.I'm your host, Kerry Curran revenue-growth-obsessed, go-to-market expert, and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer success to unpack the real-world strategies that drive sustainable revenue growth. If you like what you hear, please be sure to follow, rate, and review the podcast on your favorite platform. It helps us reach more leaders like you.Today’s episode is for any agency or B2B services leader trying to scale new business smarter. I work with a lot of agencies who need to move from referrals or founder-led growth to a robust go-to-market engine. B2B SaaS and tech companies have mastered the GTM framework—but agencies are still lagging behind. Except for one.In Smarter Targeting, Stronger Growth: How ICP and GTM Rigor Unlock Scale, Lee Aho, CRO of PerformCB, joins us to share how his team applied modern B2B go-to-market best practices to hyper-target the ideal customer profile and drive exponential results with a performance-first model.Stay tuned until the end of today’s episode, where Lee shares how they use a can’t-miss offer strategy to win top-tier clients faster. Let’s go.Kerry Curran, RBMA (00:01.655)Welcome, Lee. Please introduce yourself and share your background and expertise.Lee Aho (00:07.052)Thanks, Kerry.I’m Lee Aho, Chief Revenue Officer at PerformCB. I’m approaching my 17th year with the company, and while I wear many hats, I largely focus on new-business development and strategy execution for key accounts.For listeners who may be less familiar with PerformCB, we specialize in new-user acquisition on an outcome-based model. What that looks like depends on the brand we’re partnering with. For example, brands such as Fetch Rewards, FanDuel, Cash App, and SoFi come to us to acquire new users for their mobile apps. In other cases, brands like LendingTree, Mutual of Omaha, and McAfee rely on us to drive consumers to their websites or landing pages to complete lead forms or make purchases.We also do a great deal in the pay-per-call space: brands such as Allstate, Nationwide, and UnitedHealthcare use PerformCB to increase the volume of high-intent, qualified inbound calls. The common thread is that regardless of the outcome—installs, leads, purchases, or calls—we only get paid for the results we deliver.Even when we’re paid on an install, for instance, we optimize against deeper-funnel metrics that truly matter to the marketer, such as account registrations or first-time deposits. We want to stay lockstep with each client’s most meaningful KPIs when we build and scale their acquisition strategies.Kerry Curran, RBMA (02:02.455)That’s an awesome model and incredibly valuable to your clients. I’m excited to talk about how PerformCB has built its own customer base. Let’s discuss the changes you’ve made in the last year—what you shifted toward and how it’s working.Lee Aho (02:34.626)Absolutely. We’ve really elevated new-business development across the organization, and it wasn’t a single change but a series of steps that have compounded over time. A few highlights:Refined ICP. We spent time defining our ideal client profile—who makes the best prospective partner for PerformCB. Storytelling and pitch revamp. We overhauled our pitch to ensure we’re presenting opportunities in the most impactful way for each brand. Team restructuring. We created a marketer-development team dedicated to onboarding and accelerating new-client results. Cross-team collaboration. Sales, marketing, and account teams now deliver a unified message and experience. Irresistible offer. We developed a can’t-miss pilot proposal in select cases to remove barriers to getting started. Collectively, these changes have significantly accelerated new-business growth for what is already a 20-year-old company.Kerry Curran, RBMA (03:57.527)You mentioned seeing huge results. Can you share some of the numbers?Lee Aho (04:10.572)We’re just coming off our Q1 board meeting, and the results are exciting:Launch value: The value of new-business launches in Q1 2025 is up 1,000% versus Q1 2024. Conversion rate: Our discovery-call-to-closed-won conversion rate has more than tripled. Because we’re paid on performance, that growth also means our clients are gaining many more high-quality customers.Kerry Curran, RBMA (04:40.974)Let’s dig into the cross-functional alignment between sales, marketing, and customer success that enabled this growth.Lee Aho (06:21.558)Several teams play critical roles:Revenue operations

“It’s not about throwing tech or SDRs at the problem. If your teams aren’t aligned, your content isn’t differentiated, and your ICP isn’t predictive, you’ll keep spinning your wheels. ABM has to be a full go-to-market motion—not just better targeting.” That’s a quote from Kristina Jaramillo and a sneak peek at today’s episodeWelcome to Revenue Boost: A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine. I’m your host, Kerry Curran: revenue growth obsessed, go-to-market expert, and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer experience to unpack the real-world strategies that drive sustainable growth.If you like what you hear, please be sure to follow, rate, and review the podcast on your favorite platform—it helps us reach more leaders like you.In this episode of Revenue Boost: A Marketing Podcast, titled Beyond ABM Platforms: How Predictive ICP and GTM Alignment Drive Revenue Results I sit down with Kristina Jaramillo, President of Personal ABM, to dive deep into the real meaning of an account-based go-to-market strategy (GTM) and why tech platforms alone won't fix your revenue challenges.Today’s episode is for any GTM leader who’s struggling to convert good pipeline into real revenue. And If you’re looking to move your target audience up stream to enterprise level deals, Kristina brings the insight you didn’t know you were missing.Stay tuned until the end of the episode for her playbook on how to grow and retain key accounts before renewal is even on the calendar. Let’s go!Kerry Curran (00:01.326)Welcome, Kristina. Please introduce yourself and share your background and expertise.Kristina Jaramillo (00:07.164)Sure. My name is Kristina Jaramillo. I'm the President of Personal ABM. We are an account-based go-to-market team, which means we help B2B teams go to market as one and address revenue challenges—whether that's reducing churn, increasing ACV, shortening sales cycles, or impacting revenue in other ways.Our KPIs align closely with customer success and sales—we’re all about revenue. We focus on improving the account experiences delivered through content and messaging, and we make sure everyone who is customer- or prospect-facing is aligned and delivering a consistent, differentiated experience. That’s who we are in a nutshell.Kerry Curran (01:11.726)Excellent—all extremely critical to driving growth, as you mentioned. I know you speak with a lot of executives and CMOs. What are some common themes and challenges you’re hearing when it comes to better customer acquisition and growth strategies?Kristina Jaramillo (01:33.564)When companies come to us, they’ve often adopted ABM—but their definition of it is limited. Sometimes they think ABM is just marketing, or just using an ABM tech platform, or simply layering in intent data. But they haven’t figured out how to improve account experiences or truly evolve their go-to-market motion.When I talk with clients, I ask: “What’s the biggest red flag in your revenue process? What’s broken?” We start there before trying to solve everything at once. For example, some will say, “We have plenty of pipeline, but prospects go dark or don’t progress.” That points to stage progression or re-engagement issues.The misconception is that ABM is just a marketing strategy—or just a better targeting tool. In that case, you're still doing demand gen, just more targeted. It hasn’t evolved into a truly account-based approach.Kerry Curran (03:06.158)Absolutely. I’ve seen that too—especially when companies say they hired more salespeople, or brought in a new intent platform like Demandbase or 6sense, and think that’s their strategy. Talk about why those platforms are helpful but not the whole solution.Kristina Jaramillo (03:50.332)Exactly. A lot of teams were just throwing money at the problem, hoping it would fix things. They’d buy Demandbase, 6sense, or even multiple platforms. But the issue is, they retrofitted an account-based process on top of what they were already doing.They didn’t change their content or messaging to support the program, so it couldn’t effectively engage, nurture, or close those ICP accounts. Nor did they enable sales or customer success with what they needed. A key problem with content is it needs to teach for differentiation—not just against competitors, but against the status quo.Buyers are overwhelmed with information. If you don’t show that the pain of staying the same is greater than the pain of switching, they’ll do nothing. And with these platforms, you’re defining a segment—not necessarily your true ICP. They may help you identify a total relevant market using basic firmographics, but they don’t tell you if the account is actually ready for your solution.Kerry Curran (06:07.905)Right. And even if they say they’re ready, are they truly mature enough to adopt your solution?Kristina Jaramillo (06:11.898)Exactly. And even if the

“If people show up to a meeting and spend the whole time on their laptop, they probably don’t need to be there. Let’s call it out—and give them permission to opt out.” That’s a quote from Matt Heinz in today’s sneak peek at today’s episode. Welcome to Revenue Boost: A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine.I’m your host, Kerry Curran—revenue-obsessed go-to-market expert and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer experience to unpack real-world strategies that drive sustainable growth.If you like what you hear, please follow and review the podcast on your favorite platform—it helps us reach more leaders like you.Today’s episode tackles one of the silent killers of go-to-market success: collaboration drag.Matt Heinz, longtime CMO and industry expert, joins me to break down how aligning your processes, tech stack, and roles can radically improve pipeline creation and team productivity—especially as AI becomes part of your execution layer.Stick around until the end, where Matt shares his top diagnostic questions to uncover hidden inefficiencies—and how to fix them fast.Let’s go!Kerry Curran (00:02.144)Welcome, Matt. Please introduce yourself and share your background and expertise.Matt Heinz (00:07.362)Yeah, thank you, Kerry. My name is Matt Heinz, founder and president of Heinz Marketing. For over 16 years, we’ve helped companies with long, complex sales processes create more predictable pipelines. Too often, companies in that environment rely on random acts of marketing and experience pipeline lumpiness. So we focus on strategy, process, and playbooks—helping sales, marketing, and customer success teams work more closely together to build predictable, repeatable, and scalable pipelines.Kerry Curran (00:37.066)Excellent. Thank you, Matt. I know you spend a lot of time talking with CMOs and other executives. What common challenges are you seeing brands struggle with most right now?Matt Heinz (00:53.806)Yeah, there’s a lot—the list is long. But the one that comes to mind first is something called collaboration drag. Gartner listed fighting collaboration drag as a top-three CMO priority in 2024, and by 2025, they named it the number one thing CMOs should address. A simple way to understand what I mean is to ask this question:Matt Heinz (01:23.022)On average, how many meetings does it take your company to produce a webinar? When I ask that in a room full of marketers, the audible groans are loud. It’s too many meetings, too much back and forth. Even if you run webinars all the time, it feels like you’re reinventing the process every single time. That’s collaboration drag.Matt Heinz (01:52.812)Now think about today’s go-to-market motions—multiple channels, steps, buying committee members. We’re asking sales and marketing to work more closely together. We’re asking humans and AI agents to collaborate. It’s a mess. As a result, projects get delayed, agility disappears, and people burn out from inefficient systems.Matt Heinz (02:22.298)And as complexity grows—which it will—this issue only becomes more urgent. That’s why Gartner’s focused on it. Solving collaboration drag helps CMOs truly do more with less, which is the new anthem from boards and investors.Kerry Curran (02:38.688)Yeah, especially now. Marketers are feeling that pinch—tighter budgets, fewer resources, layoffs—but the pressure to hit business goals hasn’t eased. How do you help your clients identify and close those gaps?Matt Heinz (02:59.566)If you have a sales process or buying journey that spans 6, 9, or 12+ months, you're likely running complex plays already. That’s one signal. Another is team size—once you have 15+ marketers, collaboration drag is already setting in. At 20 to 25, the pain is visceral.We created a Collaboration Drag Diagnostic with four key areas of internal go-to-market orchestration. It’s a maturity model. You look at “good, better, best” descriptions and choose where your team lands. And be honest—CMOs often think they’re better than the team thinks they are. It’s not uncommon for CMOs to say, “We’re good,” and their team replies, “We’re drowning.”Matt Heinz (03:56.566)It’s just a one-page tool, but it surfaces the pain quickly. That clarity is step one before you unlock agility, faster execution, and happier employees.Kerry Curran (04:21.248)So walk us through those four areas of maturity.Matt Heinz (04:27.468)Sure.Collaboration & Communication: What channels are used? What meetings happen? What rhythms do teams follow? Just documenting those gives you a baseline to optimize. Roles & Processes: Who’s doing what? Without clarity, politics creep in. You get too many people involved just to be involved. RACI or DACI frameworks are great tools here. Project Management Tools: What tech are you using to manage the work? Buying another tool like Asana or Monday.com won’t help unless your proces

“If you haven’t used AI this week, you don’t really know AI. Things are changing so fast—and the teams that upskill together are the ones unlocking real transformation.” That’s a quote from Pam Boiros and a sneak peek at today’s episode.Welcome to Revenue Boost: A Marketing Podcast—the show where growth-minded business leaders learn how to turn marketing into a measurable revenue engine.I’m your host, Kerry Curran: revenue growth–obsessed, go-to-market expert, and industry analyst. Each week, I sit down with the brightest minds in marketing, sales, and customer experience to unpack the real-world strategies that drive sustainable growth.If you like what you hear, please be sure to follow, rate, and review the podcast on your favorite platform—it helps us reach more leaders like you.Today’s episode is packed with practical advice on how to bring AI into your marketing organization without the overwhelm. Pam Borges shares her approach to team-based AI training, the real blockers CMOs face, and how to shift from chaos to confidence.Whether you're just beginning to explore tools or are ready to scale adoption, this conversation is your strategic edge.Be sure to stay tuned until the end, where Pam shares a powerful tip for turning AI skeptics into super users—especially your strongest writers.Let’s go!Kerry Curran (00:01.452)Welcome, Pam. Please introduce yourself and share your background and expertise.Pam Boiros (00:06.870)Hi, Kerry—so happy to join you today. My name is Pam Boiros, and I’m a Boston-based fractional CMO, consultant, and advisor. My background is in B2B tech, particularly HR technology. I run my own firm, Bridge Marketing Advisors, and I’ve moved in and out of in-house CMO roles and fractional work.My early career was in publishing (which we might get into later), and I’ve spent time at Skillsoft, meQuilibrium, and other companies in the space. I’ve tried to ride the wave of every tech innovation since 2000—from mobile and social to, certainly now, AI.Kerry Curran (00:53.486)Definitely—the rapid evolution of marketing technology keeps things exciting. You talk with a lot of CMOs and business leaders. What themes or challenges are you hearing?Pam Boiros (01:24.034)Many CMOs feel like deer in headlights when it comes to AI. They’re squeezed in the middle: CEOs, boards, and investors read AI headlines and ask, “Can’t you cut your budget—or your team—in half and do twice as much?” Meanwhile, their teams send mixed signals: AI enthusiasts experiment with every tool, while some colleagues keep their heads in the sand.It’s hard to keep up with all the news and tools in a demanding CMO role. I recently had a CMO friend say, “At 4:45 last Friday, after putting out all my fires, I decided to learn AI.” You really do need dedicated time and mind-share to get familiar with these tools.Kerry Curran (03:04.854)I agree. How did you first lean into AI?Pam Boiros (03:47.918)Everyone has a ChatGPT moment. Mine was at a work event at the end of 2022. A colleague mentioned “this ChatGPT thing,” and on the T ride home I tried it. My mind was blown. It reminded me of 1995—the first time I saw a webpage.Back then, I worked for a print-book publisher. One day we got a letter from a company called Amazon.com claiming it would be the world’s biggest bookstore. I thought, “That’s a dumb idea.” Of course, that letter should have put me on a plane to Seattle!That memory stuck with me. Since then, I’ve vowed never to miss a tech revolution. I dove into AI newsletters, podcasts, and local Boston events. I took an MIT course and played with every tool I could find.Kerry Curran (04:43.022)And what challenges do CMOs face as they get started?Pam Boiros (05:52.950)I see lots of “random acts of AI.” Pilots are fine, but soon you need a strategy—and you need to close the gap between AI enthusiasts and AI-averse teammates. Everyone needs a baseline AI literacy.In my upskilling program, we start with mindset. AI stirs unique emotions—Is it cheating? Will it replace me?—especially among writers. But writers often become the best prompt engineers; they understand nuance and see their writing improve with AI.Kerry Curran (09:45.494)Give us a few prompt-engineering tips for non-writers.Pam Boiros (10:22.399)Be specific—treat AI like a very smart five-year-old intern. Define its role, give context, and state clear instructions. After the first output, refine: “Simplify this,” or “Write at a sixth-grade level.” Avoid negative instructions (“don’t do X”); rephrase them positively. And never publish raw AI output—always edit in a doc first.Kerry Curran (11:47.040)What about data protection and brand voice?Pam Boiros (11:52.950)Marketers need three things from a gen-AI tool:Data security—no leaking customer or product data. Low hallucination risk. Brand voice control. I use CustomGPT.ai—a retrieval-augmented generation (RAG) model. Your data stays in a secure “Lego block” on top of the foundation model. You can upload style guides (“We call

“Marketers are being told to do more with less—so they retreat to what’s safe and attributable: Google, Meta, the tried and true. But attribution doesn’t equal impact. If you're only investing in channels that show direct ROI, you're ignoring the way today's buyers actually behave. You're not capturing demand—you're just reporting on what's easy to track. And that mindset is limiting your growth.” That’s a quote from Megan Conahan and a sneak peek at today’s episode.Hi there, I’m Kerry Curran, Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. So if you're serious about growth, hit subscribe and stay ahead of the competition.In Beyond Google and Meta: The Future of Search, Media, and Customer Behavior, we’re joined by Megan Conahan, EVP at Direct Agents.We unpack why clinging to traditional platforms is costing you growth—and how to reach today’s real decision-makers. If you're still building your strategy around yesterday's search behavior, you're missing where buyers actually spend their time.From TikTok and Reddit to Roblox and CTV, Megan breaks down what’s really driving growth—and how outdated attribution models are holding brands back.Be sure to stay tuned until the end, where Megan shares her six key predictions for the second half of 2025—and how to get started testing into new, emerging channels.Let’s go!Kerry Curran, RBMA (00:01.885)Welcome, Megan. Please introduce yourself and share your background and expertise.Megan Conahan (00:07.502)Sure. Hey, Kerry—good to see you again. Hi, everyone. I’m Megan Conahan, Executive Vice President at Direct Agents, a digital marketing agency based in New York and LA. My background is in performance marketing; I’ve been in the space for nearly 20 years, helping both B2B and B2C brands navigate traditional digital channels and the emerging landscape. I also publish a monthly newsletter, The Monthly Marketing Memo, where I cover emerging trends and news to keep everyone up to date in this crazy world we live in.Kerry Curran, RBMA (00:43.527)Thank you. We’re excited to have you here. Twenty years in digital marketing is a lifetime, and the space has evolved so rapidly. What are you hearing from your clients and prospects today—what’s buzzing?Megan Conahan (01:08.302)Like you, I talk to brands of all sizes and verticals every day. One thing I still hear—and it concerns me—is how reliant we remain on Google and Meta. Despite massive shifts in consumer behavior, many brands still operate like it’s five years ago.Think about this: Over 60% of Gen Z now relies on TikTok as a search engine, 46 million daily searches happen on Reddit, and 62% of Gen Z and millennials say they prefer visual search to text-based search. Yet when brands describe their “search strategy,” they usually mean “Google strategy.”This isn’t just a B2C issue—it may be more pronounced in B2B. Seventy-one percent of B2B decision-makers are digital natives, and nearly 70% say they use TikTok to research products and services. But when did you last see a B2B brand invest meaningfully in TikTok?Kerry Curran, RBMA (03:02.698)I agree. Consumer behavior evolves so fast. Why haven’t brands kept pace? Is it simply comfort with the tried-and-true, fear of the unknown, or something else?Megan Conahan (03:56.066)It’s a mix of comfort, fear, and overwhelming complexity. Marketers are strapped for time and resources. When budgets get cut, leadership demands attributable results—so brands stick with channels that show clear ROI. Google and Meta become the safe bets, even if they no longer reflect how audiences behave.Kerry Curran, RBMA (04:53.432)And boards often still see marketing as a cost center, not a strategic investment. That mindset can stifle innovation.Megan Conahan (05:40.876)Exactly. Many CFOs still cut marketing first. When that happens, marketers double down on lower-funnel, easily attributable channels—ignoring where demand is truly created. That limits growth and ignores consumer behavior on platforms like TikTok, Reddit, or visual search.Kerry Curran, RBMA (06:54.099)Yes, it’s limiting. Beyond budget pressure, what other challenges do marketers face?Megan Conahan (07:47.852)Three big ones:Doing more with less—budget constraints drive risk-averse channel choices. Measurement—many brands rely on last-click attribution and don’t know which channels truly drive incremental growth. Media-mix modeling is underused. Capturing demand beyond Google—finding and engaging audiences on TikTok, Reddit, visual search, and AI chatbots is hard and time-consuming, so brands avoid it. Kerry Curran, RBMA (10:20.465)I see it in my own behavior: voice search, long-tail queries, visual search. Agencies can help brands navigate this complexity. How are you seeing agencies add value now?Megan Conahan (11:07.756)A few years ago, in-housing might have made sense. Today, the media lan

“We need to stop forcing marketing metrics on the business—MQLs, click-through rates, web traffic—and start speaking the language of pipeline, bookings, and revenue. When marketers align their reporting with what the executive team actually cares about, they stop defending their existence and start leading the growth conversation.” That’s a quote from Leslie Alore and a sneak peek at today’s episode.Hi there, I’m Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of your competition.In Marketing Impact Unlocked: Prove, Scale, and Strengthen Revenue Contribution, we’re unlocking marketing impact with Leslie Alore, SVP of Marketing at Flexera.If you’re tired of defending MQLs and want to start proving real business value, this episode is for you. Leslie breaks down how to align marketing with what your executive team actually cares about—pipeline, bookings, and growth.You’ll learn how to build a contribution model, earn executive trust, and scale marketing’s influence across the full customer lifecycle.Stay tuned until the end, where Leslie shares how to flip the script—from proving marketing’s value to collaborating on shared outcomes.Let’s go!Kerry Curran, RBMA (00:01.553)Welcome, Leslie. Please introduce yourself and share your background and expertise.Leslie Alore (00:08.065)Hi, Kerry—thank you for having me. I’m Leslie Alore, Senior Vice President of Marketing at Flexera, a B2B SaaS company offering IT and FinOps solutions. Before Flexera, I held growth marketing, lifecycle marketing, and marketing-operations roles at organizations in the private-equity space—like Ivanti—and in the public space, such as Iron Mountain.Kerry Curran, RBMA (00:37.209)Excellent—welcome. We’re excited to have you here. I first met you at B2B MX in Arizona earlier this year, where your presentation on marketing measurement and alignment really resonated. I learned so much and knew it would make a great podcast topic.You’re deep in B2B marketing and often talk with peers about current challenges. What are you seeing as the biggest issues marketers face today?Leslie Alore (01:42.862)One challenge is that we’ve trained business leaders to focus on marketing terms like MQLs, SQLs, and conversion rates—metrics that don’t directly connect to business outcomes. That disconnect makes marketing look separate from driving real impact, even though we’re a commercial, go-to-market function working alongside sales and customer success.Kerry Curran, RBMA (02:34.790)So, how can we improve that connection? Where are the gaps?Leslie Alore (02:51.246)First, we need to change the way we talk. Discussions about web traffic and MQLs belong in the marketing room. When speaking with business leadership, we should focus on pipeline, bookings, revenue, and smart financial investments—rather than only ROI. Up-leveling the conversation helps everyone see marketing’s impact.We also have to explain how marketing drives those outcomes. It’s not always a pull-a-lever, dollar-in/dollar-out scenario—it’s nuanced, and that nuance matters.Kerry Curran, RBMA (04:11.696)Definitely. The shift from tactic-centric marketing to growth-centric marketing is big—especially now that buying behavior and investment climates have changed. Complex, long-cycle solutions versus transactional ones vary widely. How do you approach measuring brand initiatives or upper-funnel efforts that feel less direct?Leslie Alore (05:07.822)Sellers rarely dismiss brand. They want prospects to know who they represent when they connect.I start by aligning leadership on marketing’s unique value: 1) driving brand perception, 2) driving recurring-revenue growth (or your key revenue metric), and 3) creating great customer experiences that encourage expansion and retention. Once leaders agree marketing supports all three—at scale—we emphasize partnership, not hand-offs, with sales and CS teams.Marketing’s job is to provide scale and “air cover” in the moments between one-to-one conversations. That framing resonates.Kerry Curran, RBMA (08:38.278)Let’s dive into your marketing-contribution model and how it aligns teams around those principles.Leslie Alore (08:54.434)Rather than fixating on first-touch or last-touch attribution, the contribution model shows how marketing activities—those that engage specific people—create, progress, and close pipeline.Contribution to new pipeline: the total value of opportunities whose contacts engaged with marketing within a set look-back period (e.g., 180 days). Contribution to pipeline progression: the value of open opportunities where engaged contacts advance stages. Contribution to bookings: the value of closed-won deals whose contacts engaged with marketing at any point in the cycle. You can then slice the data—new logos vs. cross-sell, partner-sour

“Deeper ICP understanding solves 99% of your marketing problems—including differentiation. Most B2B teams just scratch the surface with outdated personas and miss the real insights that drive action. When you truly understand your audience—their pain points, their priorities, and what keeps them up at night, you unlock messaging that resonates, content that converts, and positioning your competitors can’t copy.” That’s a quote from Tom Shapiro and a sneak peek at today’s episode.Hi there, I’m Kerry Curran, Revenue Strategist and host of Revenue Boost: A Marketing Podcast. Each week, I bring you sharp insights and expert strategies to turn marketing into a true growth engine. If you’re focused on results, follow the show and leave a quick rating or review to help more marketers discover the boost they need.B2B buyers have changed, but too many marketing strategies haven’t. In The New Rules of B2B Marketing: How to Win with Differentiation and Value, Not Volume, I sat down with Tom Shapiro—CEO of Stratabeat and author of Rethink Lead Generation.Tom and I unpack why the traditional playbook of high-volume tactics no longer works, and what top-performing brands are doing instead.In this episode, you’ll learn:Why meaningful differentiation is your most underused growth lever How deeper ICP research can solve 99% of your marketing challenges The real role of SEO today—and how to align your content, website, and outreach to deliver value, not noiseBe sure to stay tuned until the end, where Tom shares how to improve your B2B marketing today—without spending a dollar more.So if you’re ready to stand out in a sea of sameness and drive smarter growth, this episode is for you. Let’s go!Kerry Curran, RBMA (00:01.539)So, welcome, Tom. Please introduce yourself and share your background and expertise.Tom Shapiro, Stratabeat (00:07.512)Sure—thanks, Kerry. Great to be here. I’m Tom Shapiro, CEO and founder of Stratabeat, an organic-growth agency for B2B technology and SaaS companies. We provide SEO, content strategy, content development, content marketing, web design, and conversion-optimization services. I’ve been in marketing since 1994—several years before Google existed—and I’ve written several books along the way. My latest is Rethink Lead Generation, which covers the most effective ways to generate leads for maximum results.Kerry Curran, RBMA (00:52.195)Excellent—thanks, Tom. This is your second time on, and you always share great, actionable recommendations, so I’m excited to dive in. In your role you speak with many B2B and SaaS CMOs. What themes or challenges are you hearing from them today?Tom Shapiro, Stratabeat (01:20.854)A common theme is that what worked years ago no longer does—the old B2B marketing playbook isn’t as effective. They’re asking how to pivot for success. We see highly effective tactics many companies aren’t leaning into—and one underlying factor that changes everything but is often overlooked.For example, original research—not as a one-off, but as a series you own quarterly or annually—delivers unique value your competitors can’t touch. Another overlooked tactic is website-visitor identification combined with timely outreach. If you can see your ICP on your site, understand what topics and products they viewed, and reach out within 24 hours, that hyper-personalized approach is incredibly powerful.Ultimately, success comes from deeply understanding your audience and delivering overwhelming value, not gaming isolated tactics.Kerry Curran, RBMA (03:49.732)Right—the landscape has changed. From roughly 2010–2022, SaaS was driven by huge investment and “spend to acquire,” but market conditions and buyer behavior shifted. Tactics focused solely on tech stacks or hiring more BDRs no longer move the needle.Given today’s sea of sameness, where many products look alike, how do companies zero in on—and articulate—true differentiation?Tom Shapiro, Stratabeat (06:03.852)Many markets are oversaturated. We worked with a $200-million software company; six marketers joined our call, yet none could articulate clear differentiation. Someone finally said, “We’ve been around the longest.” That provides zero customer value—and can even sound like stagnation.The answer: deeper ICP understanding. When you truly know your audience’s pain points—what keeps them up Sunday night—you can uncover differentiation that resonates. Claiming “we use AI” or “we’re oldest” means nothing without tying it to customer benefit.Kerry Curran, RBMA (08:05.986)Agreed. So how do brands actually gain that deeper ICP insight?Tom Shapiro, Stratabeat (09:19.030)Most teams barely scratch the surface—dusty personas on a server aren’t enough. Start by talking regularly with actual customers and sales teams; listen to sales-call recordings monthly at minimum. Review sales decks and gather feedback on how prospects react.Use your CRM for win–loss analysis, social listening, surveys, and on-site behavioral analysis. We often listen to 20 hours of reco

"Most companies focus on acquiring new customers, but in recurring revenue businesses, 70–90% of revenue comes from existing customers. If you're not investing in retention and expansion, you're leaving your biggest growth lever untapped.” Roee Hartuv In this episode of Revenue Boost: A Marketing Podcast titled, Revenue and Retention: Why Customer Success Is Key to Sustainable Growth host Kerry Curran is joined by Roee Hartuv, Head of Revenue Architecture at Winning by Design, to unpack a mindset shift that B2B companies must embrace to grow sustainably: true revenue growth doesn’t end at the closed-won stage—it begins there. Drawing from his experience advising recurring revenue businesses around the world, Roee breaks down how the traditional go-to-market model focused almost entirely on new acquisition—is no longer enough. He introduces the “bowtie” framework, a more holistic approach to GTM that prioritizes retention, expansion, and customer lifetime value. Throughout the conversation, you’ll learn: Why 70–90% of recurring revenue comes from existing customers—and why most companies are underinvesting in that opportunity How customer success can become a strategic growth engine not just a support function Why expansion is more efficient than acquisition, and how to resource accordingly How to structure high-performing CS pods to support mid-market and enterprise clients Ways to equip account managers with the mindset and messaging to grow accounts without sounding “salesy” The critical role of marketing in supporting post-sale growth, from product updates to thought leadership And why companies should stop thinking of GTM as a funnel and start treating it as a bowtie This episode is a must-listen for marketing, sales, RevOps, and customer success leaders who are ready to drive sustainable revenue growt not just this quarter, but long-term. If you're serious about building a revenue engine that lasts, this one’s for you." Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

"If done right, AI will actually make us more human. It handles the busy work and surfaces real-time insights—so GTM teams can focus on what really drives revenue: building relationships, solving real problems, and creating long-term customer value." That’s a quote from Roderick Jefferson and a sneak peek at today’s episode.Hi there, I’m Kerry Curran—Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost, A Marketing Podcast. In every episode, I sit down with top experts to bring you actionable strategies that deliver real results. So if you're serious about business growth, find us in your favorite podcast directory, hit subscribe, and start outpacing your competition today.In this episode, titled AI + EQ + GTM: The New Growth Equation for B2B Leaders, I sit down with keynote speaker, author, and enablement powerhouse Roderick Jefferson to unpack the modern formula for revenue growth: AI + EQ + GTM.We explore why traditional sales enablement isn’t enough in today’s landscape—and how real go-to-market success requires alignment across marketing, sales, and customer success, powered by emotional intelligence and smart technology integration.Whether you're a CRO, CMO, or GTM leader looking to scale smarter, this episode is packed with real-world insights and actionable strategies to align your teams and drive sustainable growth.Stick around until the end, where Roderick shares expert tips for building your own AI-powered revenue engine.If you’re serious about long-term growth, it’s time to get serious about AI, EQ, and GTM. Let’s go.Kerry Curran, RBMA (00:01)Welcome, Roderick. Please introduce yourself and share your background and expertise.Roderick Jefferson (00:06)Hey, Kerry. First of all, thanks so much for having me on. I’m really excited—I’ve been looking forward to this one all day. So thanks again. I’m Roderick Jefferson, CEO of Roderick Jefferson & Associates. We’re a fractional enablement company, and we focus on helping small to mid-sized businesses—typically in the $10M to $100M range—that need help with onboarding, ongoing education, and coaching.I’m also a keynote speaker and an author. I actually started my career in sales at AT&T years ago. I was a BDR, did well, got promoted to AE, made President’s Club a couple of times. Then I was offered a sales leadership role—and I turned it down. I know they thought I was crazy, but there were two reasons: first, I realized I loved the process of selling more than just closing big deals. And second, oddly enough, I wasn’t coin-operated. I did it because I loved it—it gave me a chance to interact with people and have conversations like this one.Kerry Curran, RBMA (01:16)I love that—and I love your background. As Roderick mentioned, he does a lot of keynote speaking, and that’s actually where I met him. He was a keynote speaker at B2BMX West in Scottsdale last month. I also have one of your books here that I’ve been diving into. I can’t believe how fast this year is flying—it’s already the first day of spring!Roderick Jefferson (01:33)Thank you so much. Wow, that was just last month? It feels like last week. Where is the time going?Kerry Curran, RBMA (01:45)I appreciate your experience for so many reasons. One is that—like we talked about before the show—my dad was in sales at AT&T for over 20 years. It paid for my entire education. So we were comparing notes on that era of innovation and what we learned back then.Roderick Jefferson (02:02)Thank you, AT&T!Kerry Curran, RBMA (02:13)So much of what you talked about on stage and wrote about in your book is near and dear to my heart. My background is in building integrated marketing-to-sales infrastructure and strengthening it to drive revenue growth. I’m excited to hear more about what you’re seeing and hearing. You talk to so many brands and marketers—what’s hot right now? What’s the buzz? What do we need to know?Roderick Jefferson (02:44)A couple of things. The obvious one is AI—but I’ll add something: it’s not just AI, it’s AI plus EQ plus IQ. Without that combination, you won’t be successful.The other big theme is the same old problem we’ve always had: Why is there such a disconnect between sales and marketing? As an enablement guy, it pains me. I spent 30 years in corporate trying to figure that out. I think we’re getting closer to alignment—thank you, AI, for finally stepping in and being smarter than all of us! But we’ve still got a long way to go.Part of the issue is we’re still making decisions in silos. That’s why I’ve become a champion of moving away from just "sales enablement."Yes, I know I wrote the book on sales enablement—but I don’t think that’s the focus anymore. In hindsight, “sales enablement” is too myopic. It's really about go-to-market. How do we bring HR, marketing, product marketing, engineering, sales, and enablement all to the same table to talk about the entire buyer’s journey?Instead of focusing on our internal sales process and trying to shoehorn prospects into i

The CEO’s Strategic Growth Edge: A Go-To-Market System That Scales“You don't need more leads—you need clarity. Clarity on where your business can grow the most, the fastest, and at the highest margin. That's what a real go-to-market system delivers. It's not about volume anymore—it's about alignment, focus, and making sure every team—marketing, sales, and customer success—is executing toward the same outcome. That's how CEOs scale with confidence.” That's a quote from Sangram Vajre, and a sneak peek at today's episode.Welcome to Revenue Boost: A Marketing Podcast. I'm your host, Kerry Curran—revenue growth expert, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, we bring you the strategies, insights, and conversations that help drive your revenue growth. So search for Revenue Boost in your favorite podcast directory and hit subscribe to stay ahead of the game.In The CEO's Strategic Growth Edge: A Go-to-Market System That Scales, I'm joined by bestselling author and GTM expert Sangram Vajre to discuss why go-to-market isn't a marketing tactic—it's a CEO-level growth system. In this episode, you'll learn the three phases every business must navigate to scale, why alignment beats activity in every growth stage, how CEOs can drive clarity, trust, and margin-focused decisions across teams, and why AI is only a threat if you're still riding the demand-gen horse.If you're a growth-minded CEO or exec, this episode gives you the roadmap and the mindset to scale faster, smarter, and stronger. Be sure to listen through to the end, where Sangram shares three key tips—his ultimate advice for any leader ready to level up their go-to-market strategy. Let's go!Kerry Curran, RBMA (00:00.77)So welcome, Sangram. Please introduce yourself and share a bit about your background and expertise.Sangram Vajre (00:06.992)Well, at the highest level, I feel like I’ve had the opportunity to be in the B2B space for the last two decades and have had a front-row seat to categories that have shaped how we think about go-to-market. I ran marketing at Pardot. We were acquired by ExactTarget and then Salesforce—that was a $2.7 billion acquisition. It was a huge shift in mindset, going from a $10 million company to a $10 billion one, and I learned a lot.I became a student of go-to-market, if you will. That was in the marketing automation space. Then I launched a company called Terminus, which has been acquired twice now. Along the way, I’ve written three books. The one we’re going to talk a lot about is MOVE, which became a Wall Street Journal bestseller. That book has created a lot of opportunities and work for us.I walked into writing this book, Kerry, thinking I knew go-to-market because I had two $100M+ exits. But I walked out of the process a student of go-to-market because I learned so much. Writing it forced me to talk to folks like Brian Halligan, the CEO of HubSpot, and partners at VC firms who have seen 200 exits—not just the three I’ve experienced.It really expanded my vision. Now I lead a company called Go-To-Market Partners. We’re a research and advisory firm focused on helping companies understand who owns go-to-market and how to run it at a transformational level. Our clients are primarily CEOs and executive teams. That’s our focus.Kerry Curran, RBMA (01:46.094)Excellent. Well, I'm very excited to dive in. I first saw you speak at Inbound last fall, and what really resonated with me was the shift from just an ABM program to a company-wide GTM program—one that includes everything from problem-market fit all the way to customer success, loyalty, and retention. Really making GTM the core of revenue growth.So I’d love for you to dive in and share that framework and background.Sangram Vajre (02:23.224)Yeah. And by the way, for people who’ve never attended Inbound—you should. I’ve spoken there for eight years straight and always try to bring new ideas. Each year, they keep giving me more opportunities—from main stage to workshops. I think you attended the 90-minute workshop, right? Hopefully it wasn’t boring!Kerry Curran, RBMA (02:48.61)Yeah, it was excellent. I love this stuff, so I was taking lots of notes.Sangram Vajre (02:52.814)That was fun. The whole idea was: how can you build your entire go-to-market strategy on a single slide? Now, people might think, “There’s no way—you need way more detail.” But it’s not about making it complete; it’s about making it clear.So everyone can be aligned. For example, in the operating system we’ve developed, we write research about it every Monday in a newsletter called GTM Monday, read by 175,000 people. The eight pillars are based on the most important questions. And Kerry, I don’t know if you’ll agree, but I think I’ve done a disservice for two decades by asking the wrong question.Like, I used to ask, “Where can we grow?”—which sounds smart but is actually foolish. The better question is, “Where can we grow the most, the fastest, the best, at

“AI is only as powerful as the data behind it. If you don’t trust the inputs, you can’t trust the outputs and that’s where most companies get stuck. It’s not enough to have automation or algorithms; you need quality, transparency, and alignment across your go-to-market motion. That’s the difference between tech that looks smart and tech that actually drives revenue.” AI is everywhere but without clean data and strategic alignment, it’s just noise. In this episode of Revenue Boost: A Marketing Podcast, titled, Smarter Tech, Sharper Targeting: Fueling Revenue with AI, Data Quality, and GTM Alignment, Demandbase CMO Kelly Hopping joins host Kerry Curran to unpack what it really takes to make AI work for B2B revenue growth. From smarter targeting to scaling with efficiency, Kelly shares how enterprise leaders can leverage AI-powered tools only when grounded in high-quality data and a clearly defined ICP. You’ll learn why GTM alignment matters more than ever and how to avoid the pitfalls of disconnected tech stacks and generic automation. If you’re building or optimizing your go-to-market engine, this episode is your roadmap to doing it smarter. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

“AI can accelerate everything, but if you don't have a clear strategy and alignment across leadership, you're just scaling inefficiency faster. Before you invest in tools or systems, you need to know why they matter, how you'll measure impact, and whether your organization is built to move fast enough to see results.” That's a quote from Mark Goloboy and a sneak peek at today's episode.Welcome to Revenue Boost, A Marketing Podcast. I'm your host, Kerry Curran—revenue growth expert, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, we bring you the strategies, insights, and conversations that help drive your revenue growth. Search for Revenue Boost in your favorite podcast directory and hit subscribe to stay ahead of the game.In a world where AI is evolving faster than your org chart, how do you build a marketing engine that's both smart and scalable? In From Strategy to Speed: Building a Modern Marketing Engine with AI, I sat down with Mark Goloboy, founder of Market Growth Consulting. We unpack how AI is transforming B2B marketing—and why strategy still comes first.From RAG pipelines and LLM optimization to lean team structures and rapid execution, Mark shares what today's business leaders need to know to move fast, stay aligned, and drive measurable growth. If you're tired of the AI hype and ready for more practical ways to accelerate performance, this one's for you.Be sure to listen through to the end, where Mark shares what you need to do to get started building your AI marketing engine today. Let's go!Kerry Curran, RBMA (00:01.359)So welcome, Mark. Please introduce yourself and share your background and expertise.Mark Goloboy (00:07.502)Excellent. Thank you, Kerry, for having me. Mark Goloboy, I'm the founder and CEO of Market Growth Consulting. We provide a variety of services to everything from small businesses to public companies. Our clients range from a private manufacturer north of Boston to global public companies.My background is on the sales-facing side of marketing. I’ve been the head of demand gen, marketing operations, and marketing analytics as I grew into marketing leadership. About two and a half years ago, I went out on my own to work directly with CEOs to fill in marketing gaps.At smaller companies, we place fractional CMOs and heads of demand gen to lead marketing, filling in subcontractors and agencies to execute. At larger companies, we run projects covering everything from marketing strategy, org strategy, budgeting, go-to-market strategy, and building out systems—we're currently doing a HubSpot to Salesforce and Marketo migration. We also do executive staffing, placing directors through CMOs either as temp-to-perm so clients can try before they buy, or through contingent staffing where if we find the right person, the client hires them for their future marketing leadership.Kerry Curran, RBMA (01:37.057)Excellent. Thank you, Mark. You’ve seen it all and are still very involved across business challenges and needs from a marketing, demand gen, and go-to-market perspective. There are lots of hot topics we could cover, but what are you hearing the most from your clients today? What's hottest for them?Mark Goloboy (02:03.662)Marketing really grew in 2022 and 2023 in terms of department size. But I think a lot of us felt it—venture-backed companies especially, but really everyone—wanted to get smaller again in 2023 and 2024. That was a painful adjustment across the industry. Now, as we move through 2024 into 2025, everyone is focused on:How do we do more with less? How do we think about fractional or contract roles in areas we never would have previously?That extends into AI-driven marketing, where every leader is looking to be more efficient and scale faster and smarter by using tools that take over some of the marketing workload. The real challenge now for marketing leaders is finding the balance between the people they need to hire, the money they need to spend, and where AI can make them faster, smarter, and more scalable—while still needing human review and strategic oversight.Kerry Curran, RBMA (03:38.947)Yeah, I agree. And you see so many emerging tools. I think if you search for AI in MarTech today, there’s been a huge increase in companies claiming to offer something new or different. But AI actually means a lot of different things. You and I were talking earlier about how important it is to dig into the formula and structure behind what’s labeled "AI." What are you seeing from that perspective?Mark Goloboy (04:15.054)Well, I think the big challenge, for me at least—I'm a solo entrepreneur running my own business with just myself and no employees—is figuring out how to work efficiently while wearing many hats.I use subcontractors who are experts at what they do, and I hire based on likeability and capability because my clients will keep rehiring me if they like who I bring them and the work gets done right.But because I’m a sol

"No tech stack, no playbook, no AI prompt is ever going to get you to that ultimate breakthrough that legacy status, that hockey-stick growth. It just won’t. What gets you there is brand: your story, your why, and the emotional connection you build with your buyers. No one buys from you because you’re great at executing a playbook. They buy because of who you are, what you stand for and ultimately, what you stand for for them.” Lindsay Tjepkema In this episode of Revenue Boost: A Marketing Podcast, titled, Your Brand Is Your Future: Scaling B2B Revenue Beyond Playbooks and Tech Stacks, host Kerry Curran sits down with brand strategist and three-time founder Lindsay Tjepkema to challenge the conventional wisdom dominating B2B go-to-market strategies. Amid the noise of AI, tech stacks, and templated playbooks, Lindsay makes a bold case: brand is the ultimate growth engine and the most overlooked. Together, Kerry and Lindsay unpack why so many B2B leaders are stuck in a cycle of sameness, chasing tools and frameworks while ignoring the emotional resonance that actually drives buyer decisions. Lindsay shares her BRAVE framework and explains how real, human brand storytelling creates clarity, trust, and long-term revenue impact. If you’re tired of performance marketing that plateaus, or if your tech stack feels full but your pipeline doesn’t this episode will show you why your brand is your future. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

“When 70% of consumers say they prefer to buy from brands that reflect their values, inclusive marketing stops being a ‘nice-to-have’ it becomes a competitive advantage. Align your marketing dollars with that reality, and you’re not just doing the right thing you’re unlocking a scalable growth opportunity.” Dennis Tse In this episode of Revenue Boost: A Marketing Podcast, titled, The Future Is Multicultural: How Inclusive Marketing Fuels Revenue Growth, Kerry Curran sits down with Dennis from Sertify to tackle a topic too many executives still overlook: the direct link between inclusive marketing and bottom-line revenue. With 70% of U.S. consumers preferring to buy from brands that reflect their values—and a multicultural majority already emerging in the under-35 demographic—this isn’t just a social conversation. It’s a business imperative. Dennis breaks down: Why inclusive marketing isn’t just ethical, it’s profitable The hard data behind shifting demographics and consumer behavior How brands can identify and invest in diverse-owned media partners What readiness looks like to scale inclusive marketing across affiliate, programmatic, and influencer ecosystems If you're a brand leader serious about long-term growth, you can’t afford to ignore the multicultural future. Tune in for the insights and strategies to start making inclusive marketing a core part of your revenue plan. Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

Redefining Affiliate Marketing: Brand + Performance for Maximum Revenue Impact“Affiliate marketing intersects with every part of your marketing stack—PR, influencer, paid search, content—but too often, it operates in a silo. The real opportunity lies in integrating it into your brand and performance strategy from day one. When you align affiliate with your broader media mix and apply smarter measurement, it stops being just a channel and becomes a strategic growth lever.” That's a quote from Lacie Thompson, an executive at New Engen and founder of LT Partners and a sneak peek at today’s episode. Welcome to Revenue Boost: A Marketing Podcast. I'm your host, Kerry Curran—Fractional Chief Growth Officer, industry analyst, and relentless advocate for turning marketing into a revenue engine. Each episode, I bring you the strategies, insights, and conversations that will fuel your revenue growth. So search for Revenue Boost in your favorite podcast directory, and hit subscribe to stay ahead of the game.In this episode, we're pulling back the curtain on one of the most misunderstood and under-leveraged growth drivers in your marketing stack: affiliate marketing. In Redefining Affiliate Marketing Brand Performance for Maximum Revenue Impact, I'm joined by Lacie Thompson—founder of LT Partners and now an executive at New Engen, a top-tier performance marketing agency. We'll talk about why affiliate deserves a seat at your media planning table, how to integrate it with your broader marketing strategy, and how smart brands are using data and measurement to unlock serious revenue impact. So stay tuned through the ad, where Lacie shares how you can get smarter about measuring affiliate and truly integrating it into your broader strategy.Let’s go.Kerry Curran, RBMA (00:01.23):So welcome, Lacie. Please introduce yourself and share a bit about your background and expertise.Lacie Thompson (00:06.617):Yeah, thanks so much for having me. I'm Lacie Thompson. My background, before I started LT Partners—an affiliate marketing agency—was in affiliate and digital marketing on the brand side.I was very lucky in the early days to have some really great mentors and leaders. After spending about six years on the brand side and then three years at another startup agency, I started LT Partners in September of 2018. We grew very quickly—very organically, I should add—and were acquired by New Engen, which is a digital marketing agency, in June of 2023.Kerry Curran, RBMA (00:53.998):Excellent. Well, we're so glad to have you here. I've always been very impressed with your success—and congratulations on building your own successful company and getting acquired.I know you've been in the industry a long time and have lots of expertise to share with us. So, to start: when you're talking to other senior executives, marketing leaders, CMOs, what's the buzz you're hearing? What are people talking about today—especially when it comes to affiliate and digital marketing?Lacie Thompson (01:27.459):Yeah, thinking of the big picture—what I found really interesting about New Engen is the way they have grown and adapted over the course of their history. New Engen is about eight or nine years old at this point, but initially started as a tech company. They built a hyper-granular bidding model on top of Google and Meta, primarily.Over time, as those platforms introduced their own algorithms, that technology became a little less important. What they realized when they took a step back was—they were an agency. It was the people helping the brands leverage the technology who were actually making a big impact. So over time, New Engen pivoted to become a performance marketing agency. Then, just before the acquisition of LT Partners, what the New Engen leaders were hearing in the market was a need to stop thinking about marketing in silos of brand and performance—and to bring it all together. Because thinking about it more holistically is where a lot of brands are trying to get. We had seen that in Affiliate very early on. That was a big part of our growth and success—this focus on understanding the incremental value of partnerships and working more closely with the ones that were more incremental. For us, that means introducing brands to new audiences. We had been hyper-focused on that in our "channel"—I use that word in quotes, because there's always debate about whether to call it a channel. But we had been doing that for a long time. So, at the same time that New Engen was pivoting toward a digital marketing solution in the space—we had already been doing that for a long time in affiliate. And they didn’t have Affiliate as a capability. So it was a really natural coming together, because our thought process around measurement and how to evaluate how different marketing channels and methodologies create value for brands—whether it's within a branding ecosystem or a performance one—was very aligned. And we need to solve and measure for that across everything.

The Future of Integrated Media – Smarter Digital Marketing for Revenue Growth"It’s no longer about winning the channel; it’s about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today’s consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth." That’s a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peak at today’s episode. In this episode The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth I sat down with Sammy Rubin, VP of Integrated Media at Wpromote, to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth.With budgets tightening and expectations rising, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the need for brands to unify their internal teams, leverage data-driven decision-making, and test integrated strategies that align with evolving consumer behaviors to drive sustainable revenue growth. Be sure to stay until the end when Sammy shares what you need to start optimizing integrated media asap! Are you ready to take your marketing strategy to the next level! Let’s go! Kerry Curran, RBMA (00:01.186)So, welcome, Sammy. Please introduce yourself and share your background and expertise.Sammy Rubin (00:07.025)Thank you so much for having me. I'm Sammy Rubin, VP of Integrated Media at Wpromote, a leading independent marketing agency. I do everything from consumer insights and category intelligence to media planning and buying. Everything we do is underpinned by industry-leading intelligence, and we have an amazing creative team as well. So, we really support clients in achieving their business goals through all aspects of our work.In my role as VP of Integrated Media, I oversee the teams developing integrated strategies for our clients—everything from CPG to retail to entertainment. I have the privilege of being part of these teams and helping to guide what we take to market.Just a bit more background about me: I've been on the agency side my whole career and have had the privilege of working with some amazing brands. I’ve partnered with disruptor brands like SoulCycle and Yasso Frozen Greek Yogurt (which is always stocked in my freezer), as well as Fortune 500 companies like Nike and WarnerMedia. I started as a paid search manager, and it’s been an incredible journey evolving from a single-channel focus to an integrated media leadership role.It’s been amazing to watch media evolve and see how having an integrated media lead on your business is a no-brainer. It provides a holistic view of how all marketing investments contribute to business results—which is what we’re all rallying around today.Kerry Curran, RBMA (01:51.15)Thanks, Sammy. I'm so excited to have you and hear about what you're seeing, hearing, and doing these days. We’re such kindred spirits—I also grew up in the performance media world. I actually started as an SEO manager because, at the time, paid search was still new. But you’re right—there has been so much evolution, and the channels are constantly changing and getting smarter.To your point, you can’t just have a single-channel approach or strategy anymore. I love your integrated media role. You must get to see it all. What trends are you seeing these days?Sammy Rubin (02:33.041)Yes, my focus over the past 18 months or so has really been on commerce. There are many definitions of commerce in this space right now, but what I mean is partnering with brands that have direct-to-consumer objectives—whether through e-commerce, their own brick-and-mortar stores, or wholesale retail relationships, including Amazon.When it comes to commerce, what we’re finding—back to the point of integration—is that it’s no longer about winning the channel; it’s about winning the customer. And when I say "channel," I mean both media and sales channels. Clients have sales objectives across different retailers and distribution points, but if we do our jobs right as marketers—effectively reaching the right audiences with the right message and high-impact creative—it lifts all ships.We see this reflected in data and our own behaviors. You and I, like most consumers, search on social media, pre-validate in-store purchases on Amazon or Reddit, and then take the next step. So, it’s really important for brands to take a customer-first approach—understanding where they show up and ensuring their creative is more critical than ever before.I think the latest eMarketer stats show that adults in the U.S. spend over 13 hours a day with media. That’s a lot. Like, what else do we do? Sleep? I know I get eight hours of sleep every night—at least, all my trackers tell me that. But if we’r

"It’s no longer about winning the channel; it’s about winning the customer. Too often, brands optimize for individual platforms without considering the bigger picture. Today’s consumers move seamlessly between channels. If we reach the right audiences with the right message and high-impact creative, we lift all ships. The brands that break down silos and adopt an integrated, customer-first approach will drive real, measurable growth."That’s a quote from Sammy Rubin, VP of Integrated Media at Wpromote, and a sneak peek at today’s episode. In The Future of Integrated Media: Smarter Digital Marketing for Revenue Growth, Kerry sits down with Sammy to discuss the evolving landscape of digital marketing and how business leaders can optimize their media strategies for sustainable revenue growth. With tightening budgets and rising expectations, business leaders must rethink how they allocate marketing dollars. Sammy emphasizes the importance of unifying internal teams, leveraging data-driven decision-making, and testing integrated strategies that align with evolving consumer behaviors to drive measurable results. 📢 Be sure to stay until the end, where Sammy shares the key steps you need to start optimizing integrated media today! Are you ready to take your marketing strategy to the next level? Let’s dive in! Flat or slowing revenue? Let’s fix that—fast.Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine.🎧 Follow on Apple, Spotify, YouTube⭐ Rate 5 stars if these insights move your metrics📅 Fresh episodes drop often—don’t miss a pipeline-popping idea👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

From Social to Strategy: How Smart Organic Content Fuels Consumer Interest & Revenue Growth"Brands need to stop thinking of themselves as the center of the conversation and start putting their audience first. If you focus on fulfilling their interests—whether through information, education, or entertainment—you’re not chasing engagement anymore. You’re creating value, and that’s what drives real organic growth." That's a quote from Clayton McLaughlin and a sneak peek at today’s episode. Hey there! I’m Kerry Curran—revenue growth consultant, industry analyst, and host of Revenue Boost: A Marketing Podcast. 🎙️ Every episode, I sit down with top experts to bring you actionable strategies that drive real results. If you’re serious about growth, hit subscribe and stay ahead of the competition! Organic social media has evolved—no longer just a place for brands to post and hope for engagement, it’s now a critical driver of consumer interest and revenue growth. But with so many platforms, algorithms, and trends shifting constantly, how can brands move beyond vanity metrics and turn organic social into a true business asset?In From Social to Strategy: How Smart Organic Content Fuels Consumer Interest & Revenue Growth I sat down with Clayton McLaughlin, EVP at BBDO’s innovation division, Dobbino, to break down how brands can shift their social media approach from passive posting to proactive strategy. We dive into how brands can leverage consumer intent, high-value content, and strategic engagement to drive measurable business impact.Stay tuned to the end where Clayton shares the best next steps to improve the value of your organic social strategy. Are you ready to take your marketing strategy to the next level! Let’s go! Kerry Curran, RBMA (00:01.107)So, welcome, Clayton. Please introduce yourself and share a bit about your background and expertise.Clayton McLaughlin (00:07.416)Sure, happy to be here. I'm Clayton McLaughlin, EVP and business lead for an innovation division inside BBDO called Dobbino. I've been there for almost a year now, but I’ve spent nearly 20 years in the ad industry, working at agencies of various sizes and with brands of all scales. My background has always been in the digital world, but I now bounce between both the media and creative sides, trying to fulfill the full agency roster at this point.Kerry Curran, RBMA (00:38.473)Excellent. Well, we're excited to have you today. I know you’ve got a wealth of experience. There’s so much we could cover, but what’s top of mind? What’s hot for your clients and the brands you're working with today?Clayton McLaughlin (00:57.036)When you say “wealth of experience,” it really just means you're old. I appreciate that.No, but seriously, top of mind for us has been organic social. It’s been my focus for the last year or so, and I believe it’s at the forefront of digital right now. It reminds me a lot of the early SEO conversations we had 15 or 20 years ago—discussing the value of organic presence, what it really means, and how we position it differently from just a traditional social platform.We like to talk about it as interest media, not social media. Originally, Facebook was about engagement and communities, and while those elements still exist, social today is much broader than just Meta. There are multiple platforms, each with their own unique characteristics. However, the one thing central to all of them is that people use them to find information or engage in conversations about their interests.Kerry Curran, RBMA (01:33.447)Yeah, definitely. I know we joke about having “a wealth of experience,” but we’ve been in the industry long enough to remember the early days of SEO—when we had to convince marketers why it was important. And now, we’re seeing organic social take on that same level of importance.Clayton McLaughlin (02:08.302)Exactly. Whether it's a hobby, work-related content, or pure entertainment, everything people do on these platforms is interest-driven. If brands can shift their mindset from simply chasing engagement and likes to fulfilling audience interests, they can unlock a whole new level of effectiveness.Marketing, to me, is 100% about a value exchange. If a brand can provide valuable content—whether through information, education, or entertainment—within their audience's area of interest, it completely changes how social strategy should be approached. Instead of trying to force engagement, brands should focus on offering value that aligns with consumer interests.Kerry Curran, RBMA (03:30.717)That’s such an interesting perspective because we all use social platforms differently depending on our mindset. Seeing it as “interest media” rather than just another social channel could be a valuable way to build awareness, attract new audiences, and foster loyalty with existing customers.Clayton McLaughlin (03:59.906)Exactly. If brands stop thinking about themselves as the center of the conversation and instead put their audience at the center,

Smarter Marketing Measurement: Your Competitive Edge for Revenue Growth"The big ‘aha’ moment for most marketers comes when they cut something they thought was working, wait 30 or 60 days, and see that sales remain exactly the same. That realization—that they were spending money on something with zero impact—can be both eye-opening and unsettling." – That’s a quote from Jeff Greenfield, CEO of Provalytics and a sneak peak at today’s episode. Today, we’re diving deep into one of the most critical challenges in modern marketing: measurement.How do you know if your marketing dollars are truly driving revenue? Are you making data-driven decisions—or just guessing? In today’s episode Smarter Marketing Measurement – Your Competitive Edge for Revenue Growth, I’m joined by Jeff Greenfield, CEO and co-founder of Provalytics.In this episode, Jeff and I discuss:✔️ Why most marketing measurement is broken—and how to fix it✔️ The impact of upper-funnel branding and how to prove its ROI✔️ How AI and machine learning are transforming attribution✔️ How to align marketing and finance using a single source of truthBe sure to listen to the end where Jeff shares actionable steps to improve your measurement strategy today!Are you ready to take your marketing strategy to the next level! Let’s go! Kerry Curran (00:01.144)So welcome, Jeff. Please introduce yourself and share a bit about your background and expertise.Jeff Greenfield (00:07.758)I'm Jeff Greenfield. I am the co-founder and CEO of Provalytics, an AI-driven attribution platform. Since 2008, I've been in this space to answer that old question from John Wanamaker: "Half the money I spend on advertising is wasted. The only problem is, I don't know which half." Since 2008, I've been helping marketers and brands determine which half is wasted and how to redeploy those existing funds to increase their return on investment.Kerry Curran (00:45.678)Excellent. We're excited to hear everything you know about analytics, data, and attribution. So tell us—when your prospects or brands call you for the first time, what are some of the business challenges they face that make them realize they need your help?Jeff Greenfield (01:06.432)I'd say one of the top challenges is the concept of overcounting. Most marketers operate in more than one channel—typically five or six or more. Each channel has its own way of counting. The best way to think about it is that when you're advertising on Meta, they don't know that you're also on TV. They don’t know that you're on Google. Criteo doesn’t know that you're on Amazon.Kerry Curran (01:17.742)Mm-hmm.Jeff Greenfield (01:33.294)If you have a thousand orders in a day and you're working across five partners, when you add up all their data, it may actually tell you that you had 5,000 orders. So, overcounting is a major issue. Marketers often ask, “How do I figure out all this math?”Another big challenge is knowing that, as a marketer, you hear anecdotally that channels like connected television (CTV) and podcast advertising work for brands similar to yours. Yet, when you try them, you don’t see results, and you wonder, “What’s the magic? How is it working for them, but not for me?” You don’t see the numbers going up, and you’re trying to figure out why.Finally, one of the biggest challenges is the constant tension between marketing and finance. Finance teams are heavy on math, and they often talk about marketers under their breath, saying we don’t understand how math works. Meanwhile, marketers think finance doesn’t understand how marketing works. This disconnect is critical because finance controls the budget. If you want more budget, you have to speak their language. Those tend to be the biggest issues.Kerry Curran (02:57.442)Yeah, it’s definitely a challenge. I’m nodding and laughing because we all know that CFOs are the hardest to convince of marketing’s value—especially for upper-funnel initiatives. I believe in the rising tide lifting all ships when it comes to marketing, but you're right. If you can’t align investment at the channel level or prove overall impact, it becomes much harder to justify.You're helping clients identify the sources of traffic and revenue. How do you solve for this? How are you helping them build out a single source of truth?Jeff Greenfield (03:47.534)That’s the key—figuring it out. One issue within organizations is that, going back to my earlier example, if a company has five agencies, each agency is using its own methodology. They rely on platform metrics, their own internal metrics, and the marketing team’s metrics. So, if each agency uses three different methods, and then finance has its own, that means the company has 15 or 16 different sources of truth.Kerry Curran (03:56.077)Yeah.Jeff Greenfield (04:17.358)This becomes a huge issue. We solve it using a statistical, machine-learning, AI-driven approach.Back in 2008, when I built C3 Metrics, we could collect 100% of the data—all website data, third-party data, and imp

Cooper Schwartz: Monetizing Content: How Top Publishers and Brands Maximize Reach and Revenue Impact“The brands that win aren’t just the ones with the biggest budgets—they’re the ones that strategically align performance and brand marketing to maximize reach and revenue.” That’s a quote from Cooper Schwartz and a sneak peek at today’s episode.Hey there, I'm Kerry Curran, Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast.Every episode, I sit down with top experts to bring you actionable strategies that drive real revenue results. If you're serious about growth, hit subscribe to stay ahead of your competition.In this episode, titled Monetizing Content: How Top Publishers and Brands Maximize Reach and Revenue Impact, Cooper Schwartz, Head of New Business and Growth at Money Group, shares his expertise.In a crowded digital landscape, content alone isn’t enough. Brands need a strategy that turns visibility into real revenue. Cooper and I discuss strategies for leveraging publisher partnerships to create high-impact, holistic, cross-channel digital programs that drive both reach and ROI.We dive into the winning formula for balancing performance marketing and brand strategy—and how to dominate non-branded paid search while outmaneuvering your competition.Stay tuned until the end, where Cooper shares actionable strategies to optimize content for revenue growth. Let’s go!Kerry Curran, RBMA (00:01.107)Welcome, Cooper! Please introduce yourself and share a bit about your background and expertise.Cooper Schwartz (00:07.534)Hi, Kerry. Thanks for having me. My name is Cooper Schwartz, and I am the Head of New Business and Growth at Money Group, a portfolio company that has been around for about 11 years. We own notable brands like Money.com and ConsumersAdvocate.org, as well as proprietary technology like NavChain. I'm also one of the founding partners and have been with the company for 11 years.I was actually the first employee. I originally came from a therapy background—my mother is a therapist, and I thought I would follow in her footsteps. However, two of my close friends—one with 10 years at Google and the other at SEO Moz—convinced me to jump into affiliate marketing and help build this company. So here I am today, still finding opportunities in the market and excited to talk with you.Kerry Curran, RBMA (01:02.843)Awesome, thanks, Cooper! I had no idea about your therapy background. We could totally pivot and have a different conversation! I always say marketing is a lot like psychology—it plays a strong role in what we do, so I’m sure that background strengthens your expertise.Anyway, I’m excited to have you here because I know you have a ton of valuable platforms.Cooper Schwartz (01:09.484)Yeah, yeah.Kerry Curran, RBMA (01:29.617)You have a range of brands and technology under Money.com, so I’d love to hear more about how you're helping brands navigate their business challenges. When brands or agencies reach out to build a partnership with you, what are they typically looking for?Cooper Schwartz (01:51.672)You're right—Money.com is a strong domain. Before it became Money.com, it was Money Magazine, a 50-year-old brand that people have nostalgia for. It was all about planning for the future and sharing insights on managing finances.Today, brands still want to be aligned with the Money brand. But we don’t just offer content alignment—we provide a variety of campaigns and marketing opportunities. Many brands approach us saying, “We love the brand, we love the content—how can we work together?” That’s a great starting point for the many solutions we offer.From non-branded paid search to placements across our ad network of about 150 publishers, we help brands engage with their audience in unique ways. Some of these publishers might be seen as competitors, but in reality, they’re “frenemies.” We help brands leverage content, align with our brand, activate paid search strategies, and secure placements on other high-authority sites, all while simplifying the management process.Kerry Curran, RBMA (03:37.691)That’s great. It sounds like brands really value the partnership and brand equity you offer. Can you walk us through how you start these relationships and build custom strategies to increase their awareness and authority?Cooper Schwartz (04:03.192)Sure! There’s always an initial “interview” process—almost like dating. Not to take it back to therapy, but it’s about getting to know the brand:What are their needs?Who is their target audience?What are their expectations?What are their key performance goals?We get a lot of inbound interest because money impacts nearly every industry. But we have to ensure alignment goes both ways—not just that they align with our audience, but also that we can effectively reach their audience.At our scale, we also consider resources. Can we accommodate the brand in a way that sets them up for success? We prioritize enterprise-level partnerships tha

“The company that grows isn’t the one with the best solutions—it’s the one with the best marketing that truly connects with its audience.” That’s a quote from Sheri Otto and a sneak peek at today’s episode.Hi there, I’m Kerry Curran, Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost, A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real revenue results.So if you’re serious about growth, hit subscribe to stay ahead of your competition.In this episode, titled Founder-Led Growth: Winning with Authenticity in a Noisy Market, I’m joined by Sheri Otto, founder of Growth Lane Strategies.In today’s crowded digital space, authenticity is the ultimate competitive advantage. Sheri and I discuss the winning strategies behind founder-led growth and how to leverage the power of video and behavioral science to create demand-driven content that actually converts.We cover the biggest content mistakes SaaS and B2B brands make—and how you can stand out in a saturated market without relying on AI-generated fluff.Be sure to stay tuned until the end, where Sheri shares her expert tips on how to amplify your authenticity and turn your content into a demand generation engine.Let’s go!Kerry Curran, RBMA (00:01.354)Welcome, Sheri! Please introduce yourself and share a bit about your background and expertise.Sheri Otto (00:08.462)Hi, Kerry. Thank you for having me on the show. I'm super excited to be here! I'm Sheri Otto, the founder and CEO of Growth Lane Strategies. We help founders and SaaS businesses with content marketing for demand.We don’t just create content—we engineer it to drive pipeline and demand for businesses. In this era of AI, we focus on human connection, helping brands deeply engage with their audience. We use strategies like video and behavioral science to support SaaS and tech founders in growing their brands and standing out in today’s competitive landscape.Kerry Curran, RBMA (00:46.952)That’s excellent, Sheri! I'm so excited for our conversation. I know we first met because you were giving me tips, and I said, "We need to share this with the world!"You've been in marketing for a while—how have you seen the landscape evolve to the point where you realized businesses needed this approach and decided to start your own company?Sheri Otto (01:07.906)Absolutely! Coming from Big Tech, with over a decade of B2B marketing experience—including at HubSpot, smaller brands, and agencies—I’ve seen a common theme across all of them:How do you create content for demand? How do you nurture leads? How do you cut through the noise and establish leadership?The companies that grow aren’t necessarily the ones with the best solutions—they’re the ones with the best marketing. The ones that effectively:Connect with their target audienceInfluence the buyer’s journeyBuild efficiencies into their sales processThese were major gaps in the industry, and now, with AI-generated content saturating the market, brands are simply pumping out content without tying it to real revenue generation.That’s why I started my consultancy—to help businesses strategically create and distribute content that drives demand and fuels growth.A big part of this is middle-of-the-funnel content. Research shows that buyers in the consideration phase are actively looking for:Case studiesTrainingsDeeper educational contentMany brands skip this step, jumping straight from awareness (top of funnel) to conversion (bottom of funnel), leaving a huge gap in nurturing potential customers. I help them fill that gap in a way that ensures they are memorable in the minds of their audience.Kerry Curran, RBMA (03:06.921)I love that! We talk a lot about the challenges B2B brands face today—especially since it’s a buyer’s market.Buyers are spending more time researching and learning about vendors before making decisions. That means brands need a strong content strategy to meet them where they are.I also love what you said earlier—the best solutions aren’t always the most successful brands. The ones winning market share are those mastering video strategy and personal branding.Many of my peers—people who have been in the industry for 20+ years—weren’t raised in the video-first era, so it can feel uncomfortable at first. Meanwhile, younger marketers are leveraging video effortlessly and capturing more attention.I’m excited to dive deeper into your expertise! So, let’s start with your top tips. What tools can leaders use to accelerate their thought leadership and content strategy?Sheri Otto (04:29.228)First of all, Kerry, I love that you’re talking about this on your platform—kudos to you!Step one is showing up online. You need to have a voice, an opinion, and a consistent presence.A few practical steps to start:Optimize your LinkedIn profile.Use a clear, professional headshot.Write a short, strong value statement explaining who you help and how.Start creating content consistently.Focus on thought leadershi

“Search is no longer just about Google—it’s a behavior happening everywhere, from TikTok and Amazon to ChatGPT and Perplexity. To win in this new era, brands need to deeply understand their audience and align their SEO, social strategy, and authenticity across every platform where discovery happens.” That’s a quote from Melíssa Harden and a sneak peek at today’s episode.Hi there, I'm Kerry Curran, Fractional Chief Marketing Officer, Industry Analyst, and host of Revenue Boost: A Marketing Podcast, where we discuss smart strategies that drive revenue growth.In this episode, titled Mastering Search Intelligence: Ranking Strategies Across Social, AI, Voice, and Video, I'm joined by Melíssa Harden, VP of Search Intelligence at Digitas.Melíssa and I discuss how search behavior has expanded far beyond Google. Today, brands must master ranking strategies across platforms—from TikTok to Amazon, from ChatGPT to Perplexity, as well as voice search and video content.This episode offers a forward-looking guide for marketers to thrive in the ever-evolving digital landscape while driving revenue growth. Let’s go!Kerry Curran, RBMA (00:01.155)Welcome, Melíssa! Please introduce yourself and share your background and expertise.Melíssa Harden (00:07.118)Yeah, thank you so much, Kerry. My name is Melíssa Harden, and I am the VP of Search Intelligence at Digitas in the U.S. I have an extensive background in SEO and digital marketing. I swear I’m still young, but I’m approaching 18 years in the industry!My experience spans a variety of sectors. I worked at Meredith in the publications space when commerce publishing was just taking off. I’ve also been part of the startup world in the tech industry and have done significant work in commerce and retail.I’ve had the opportunity to experience search from multiple perspectives—whether at scale or in unique B2B applications. I’ve been tracking Google’s evolution for a long time, analyzing and dissecting changes to understand where search is heading.Kerry Curran, RBMA (01:11.446)Well, I’m really excited to have you on! To start, I think your role is a testament to the importance of search—it’s impressive that you have a search intelligence title. Can you share more about what that entails?Melíssa Harden (01:30.722)Yeah, great question! Search intelligence isn’t something you typically see when looking for an SEO role. It’s more about understanding the current state of search and how multiple factors are converging at once.When people hear SEO, they often think only of Google. One of the key messages I try to evangelize is that search is a behavior, and it happens across every platform.At Digitas, we focus on emerging search trends—not just Google and its market share, but also TikTok search, emerging search engines like Perplexity and ChatGPT, and how users search within Amazon or Walmart. All of these platforms shape how people discover information.Winning in search today requires more than just technical SEO or content SEO. Brands need to consider their audience, branding, social strategy, CRM, and customer loyalty programs—all of which impact search rankings and visibility.Kerry Curran, RBMA (02:54.634)Absolutely. I started my digital marketing career as an SEO manager back when title tags and descriptions were the most important factors—way back in the aughts! It’s fascinating how search has evolved.You touched on how consumer search behavior is shifting across multiple platforms. Can you dive deeper into the behavioral trends you’re seeing and how they’re driving platform innovation?Melíssa Harden (03:30.018)Definitely. About three years ago, search behavior started expanding beyond Google in a significant way. TikTok was one of the first platforms to challenge Google in terms of search behavior.Platforms like Pinterest, TikTok, and YouTube became search destinations because users preferred their content formats. Instead of clicking on a webpage in Google, users could watch short-form videos on TikTok, create vision boards on Pinterest, or find in-depth video content on YouTube.This shift forced platforms like TikTok to evolve into search engines, even though that wasn’t their original intent. Users started treating them like search engines, which meant these platforms had to adjust their algorithms and product teams had to rethink their approach.Kerry Curran, RBMA (05:40.706)That makes a lot of sense. Amazon is another example—it’s now the #1 platform for product discovery. Nobody browses Amazon; everyone goes straight to the search bar.How do you see AI-driven search engines like ChatGPT and Perplexity fitting into this evolution?Melíssa Harden (07:21.026)It’s the same pattern we saw with TikTok—AI platforms weren’t originally built to be search engines, but user behavior is forcing them to become one.ChatGPT was initially launched to assist with productivity and content generation, but users started asking it questions like they would on Google. The challenge was that early ver

“If you want to win on Amazon, you're not just marketing to consumers, you’re marketing to an algorithm. The brands that succeed are the ones that understand how to send the right signals, drive real engagement, and turn visibility into sustained growth.” That’s a quote from Samir Bhavani and a sneak peek at today’s episode.Hey there, I’m Kerry Curran, Revenue Growth Consultant, Industry Analyst, and host of Revenue Boost: A Marketing Podcast. Every episode, I sit down with top experts to bring you actionable strategies that drive real revenue results. So if you’re serious about growth, hit subscribe and stay ahead of your competition.In this episode, Influencers and Amazon: The Game-Changing Strategy for Top Rankings, I’m joined by Shari Brown, Senior Brand Manager at Central Garden & Pet, and Samir Bhavani, Strategic Account Director at ProductWind.Samir, Shari, and I discuss a game-changing strategy for boosting Amazon rankings. We dive into the mechanics of how influencer-driven purchases and reviews send signals to the Amazon algorithm—and how leveraging creators and micro-influencers to influence that algorithm drives true results.Shari shares how her team used this innovative approach to achieve a 285% overperformance in SEO results and 50 Page One wins—proving the power of a data-driven influencer strategy.Be sure to stay tuned until the end, where Shari and Samir share how you can get started with a winning Amazon strategy today.Let’s go.Kerry Curran, RBMA (00:01.983)Welcome, Samir and Shari. Please introduce yourselves and share a bit about your background and expertise.Samir Bhavnani (00:10.274)Thanks, Kerry, for having me. I'm Samir, based out of San Diego. I actually got my start back in 1998 at Boston College, where Kerry and I both attended. I've been in e-comm for about 15 years now, and I’ve always been passionate about emerging technologies.Back in 2009, I joined a company doing video reviews with influencers—before Instagram, before TikTok. I later started one of the first e-commerce market share companies, which eventually became 1010data. Then I joined CommerceIQ, the first company I knew doing automations around advertising and sales. At the end of last year, I made my next big bet—joining ProductWind, one of the most unique companies I’ve seen in e-commerce in the last decade.Kerry Curran, RBMA (01:16.149)And for the record, Samir and I both graduated when we were 12. That’s why we were in class in ’98. Go ahead, Shari, please introduce yourself.Shari Brown (01:25.701)Thanks for having me. I've been in the brand world for over 10 years across startups, traditional CPG with Mars Wrigley, a DTC company under Nestlé, and now with Central Garden & Pet. They're a $3.3 billion company you’ve likely never heard of because they operate a portfolio of garden and pet brands.I’ve been here for two years, working on the pet side, specifically in cat health and wellness.Kerry Curran, RBMA (01:55.797)Excellent—excited to talk to both of you. You've got great strategies and examples to share.Before we dive in—Samir, as you said, we’ve both been watching e-comm evolve (since we were 12!), and while it’s been exciting, it’s also become more challenging. Talk about what you’ve seen and how competitive it’s become for brands to gain visibility.Samir Bhavnani (02:30.488)E-commerce is more competitive now—more brands, more aggressive tactics. For years, brands focused on big-name influencers like Kim Kardashian to drive awareness. That can look great, but at the end of the day, we need to sell specific products on specific platforms.Marketers at companies like Central have a unique challenge: they not only have to market to consumers, but also to algorithms—Amazon’s, Walmart’s, Target’s. You need to send the right signals to those algorithms so your products even show up in front of consumers.Kerry Curran, RBMA (03:40.905)Exactly. It’s complex and requires smart thinking and the right mix of strategies.Shari, tell us more about your brand, your product, and where you were when you realized you needed support.Shari Brown (04:05.453)I work on a brand called Comfort Zone in the cat calming category. And no, it’s not cat yoga—though I’d totally try that. Cats get stressed by almost anything—moving, kids, marriage, even just shifting furniture.The tension is that people adopt cats thinking they’re low-maintenance, and then the cat pees on the wall or claws the couch. That’s where Comfort Zone comes in—we help reduce stress so cats can be their quirky, lovable selves.It’s a great category with lots of upside, but it has low household penetration and low awareness—so we needed to figure out how to get visibility.Kerry Curran, RBMA (05:24.245)So you had the challenge of building category and brand awareness, driving trial, and growing share. What were your business challenges when you first connected with Samir?Shari Brown (05:43.825)I was trying to grow visibility. We had a paid strategy in place, but I was look

S1 E63 Unlocking CPG Growth: Collaboration, Innovation, and Retail Media Strategies Kris McDermott“One of the most powerful ways to drive growth in a large, complex organization is to bring together teams from different groups. Innovation happens when diverse perspectives collide. Agility emerges when those teams collaborate to tackle challenges with speed and creativity.It's not about protecting your lane, it's about combining insights, experimenting together, and embracing new approaches to solve broader business challenges and unlock growth that no single team could achieve on its own.” That’s a quote from Kris McDermott and a sneak peek at today’s episode.Hi there, I’m Kerry Curran, Fractional Chief Growth Officer, Industry Analyst, and host of Revenue Boost: A Marketing Podcast, where we discuss smart strategies that can drive your revenue growth.In this episode titled Unlocking CPG Growth: Collaboration, Innovation, and Retail Media Strategies, I sit down with Kris McDermott, an omnichannel marketing and retail media expert. We discuss how CPG companies can unlock sustainable growth in today’s highly competitive landscape.From breaking down silos to testing innovative strategies to adopting a risk-tolerant mindset, this conversation is packed with strategies for driving category growth and reversing declines.Stay tuned to the end, where Kris shares tips on getting more out of your retailer and network joint business plans. This episode offers valuable advice you can apply immediately.So let’s go!Kerry Curran, RBMA (00:01.282)So welcome, Kris. Please share your background and expertise.Kris McDermott (00:06.287)Thank you very much for having me, Kerry. Until recently, I worked at Kimberly-Clark, leading their omnichannel marketing teams for Walmart, Target, Sam’s Club, and emerging platforms. Prior to that, I led e-commerce capability and development for Edelman Global. I also spent a long time at Omnicom in various client leadership capacities and in their commerce organization as well.Kerry Curran, RBMA (00:30.678)Excellent. So you've been a CPG and retail media expert for a long time. Talk about the evolution you’ve seen—what has stood out to you the most?Kris McDermott (00:44.699)There’s a lot that’s changing—stuff is shifting every day. That’s actually what I love about it. It feels a lot like the early days of digital. I've read that the first wave of digital was search, then social, and now retail—and I think that’s accurate.It’s similar in that there’s no clear playbook yet. For brand search, we’re now at a place where things are fairly straightforward—you can set it, forget it, and activate predictably. Social is getting there too. Retail? We’re not even close.I was thinking about this the other day—retail is actually more complicated because it’s everything. It’s more of a data function than a channel function, and that’s proving difficult. Retail media used to mean on-site search. Once we understood that, it was relatively simple. But the offering has expanded and now it’s much more complex.I think it’s exciting. I love figuring out something new. It feels like every day I’m reading about a new development in this space.Kerry Curran, RBMA (01:59.404)Yeah, I agree. You and I first met on a Criteo panel long ago when retail media was still relatively new, and you're right—it’s evolved so rapidly. I like your point that it’s a “data center.” The ways you can promote a brand across retail media networks are becoming more complex, which makes it harder for manufacturing and CPG companies.From your perspective, how can brands navigate and take advantage of this landscape?Kris McDermott (02:45.644)It’s not a one-size-fits-all solution. What I usually talk about is adopting certain philosophical principles. One is being okay with risk and failure, and then pivoting quickly. And CPGs tend to be risk-averse.They just are—because they have to be. Decisions made today can affect things 36 months from now, and by then it may be too late to change course.That’s why risk tolerance is critical, and so is openly discussing both successes and failures. Now that I’ve been on the brand side, I understand how hard it is to “just change.” It needs to be felt at every level of the organization and grounded in authentic change management.I think a lot of organizations are experiencing change fatigue. That’s something I struggled to understand when I was on the agency side. I’d roll my eyes and wonder why things couldn’t get done. But after a few weeks brand-side, I called former clients to apologize—I didn’t fully understand what they were up against.You really have to choose your change bets carefully.Change is never just “we’ll change.” There are massive implications—operationally, financially, for people’s roles and KPIs. Bonuses might be impacted. Leaders hesitate to invest in change because people get jaded. They think, “Whatever—this is just the new thing. It’ll change again next week.”So you need to ask: how

“Today, social listening isn't just about monitoring conversations. It's about uncovering actionable insights that can shape the trajectory of an organization. From identifying emerging cultural trends to driving product innovation and refining marketing strategies, social listening provides a unique window into the voice of the consumer. It's not just a tool for the social media team.It's a powerful resource that spans across departments, creating opportunities to stay ahead of market shifts and delivering greater value to consumers.” That's a quote from Frank Gregory and a sneak peek at today's episode. Hi there. I'm Kerry Curran, Fractional Chief Growth Officer, Industry Analyst and host of Revenue Boost, A Marketing Podcast where we discuss smart strategies that drive revenue growth.In today's episode titled, The Power of Consumer Conversations, Turning Social Data Into Dollars, I sat down with my friend and former teammate, Frank Gregory. He's the head of social intelligence at Nestlé USA. He's leading some amazing research over at Nestlé and I'm super excited to share it with you today. From fast moving cultural trends to slow brewing consumer shifts. Frank shares real world examples of how Nestlé uses social data to uncover opportunities, stay ahead of competitors, and connect more meaningfully with audiences. Whether it's creating new products inspired by emerging trends or fine tuning marketing campaigns with hyper relevant data, this episode is packed with actual insights on leveraging social intelligence to turn data into dollars.Let's go!Kerry Curran, RBMA (00:01.454)Welcome, Frank. Please introduce yourself and share your background and expertise.Frank Gregory (00:07.732)Awesome. Thank you so much, Kerry. It's great to be on, and thank you for having me. I'm Frank Gregory, and I lead Social Intelligence for Nestlé USA. What that means is everything related to social listening, but also broader social research—any insights that can be gleaned from social media conversation.My background: I've been in the marketing space for my entire career—over 15 years. I started off in more of a brand strategy role and then pivoted more and more into social and digital as I saw the world shifting that way. I just kind of fell in love with social listening—back in the original days of Twitter, and that was about it at first. Then it expanded into how we incorporate Instagram, Reddit, and other emerging channels over the years.It’s been exciting to watch the capability become more sophisticated—not just looking at what people are saying, the volume, or sentiment, but getting into audience identification, influencer insights, and deeper learning. So I’ve really enjoyed being on this journey through the ever-changing world of social media research.Kerry Curran, RBMA (01:35.876)Awesome. Excellent, Frank. I know you and I worked together way, way back when social agencies were still kind of new-ish—organic social was still evolving and we were getting more strategic with paid social back at the M80/GroupM team. So it's always good to catch up with you.In my experience, I’ve always loved customer data, research data, and insights that help you get smarter about your target consumer—the purchase journey, pain points, everything. Getting that data directly from the consumer in the more free-form format of social listening versus surveys is so fascinating. So talk a bit about how you’ve seen social listening evolve and how the value of that data has grown.Frank Gregory (03:03.778)Yeah, absolutely. In the early days of social listening—and this is still the case in some organizations—it was really just a tool to help inform the social team that was putting together content and maybe some light social strategy work that would feed into a broader marketing plan. But that was about it.I think part of that limited scope came from the name itself—social media listening—so organizations assumed it belonged solely to the social team. But what we’re seeing now is that more innovative organizations are expanding the use of social listening and applying it to many other aspects of the business.A big reason I was excited to join Nestlé is that I don’t sit within the social strategy or community team—I sit within the Consumer & Marketplace Insights (CMI) team. So I work alongside traditional researchers—people doing surveys, focus groups, product testing—and what I do is provide a complementary view from social conversation data.That gives me the ability to work with a broader range of stakeholders: the innovation team, R&D, CorpCom, even food scientists. They're asking: What are people saying about new flavors or formulations? It expands the value of the data when you redefine social listening not just as a social team tool—but as a business intelligence tool.Kerry Curran, RBMA (05:25.036)Yes, and the key aspect of that is listening—you're tuning into the unaided conversation about your brand, your product, your category, across t

"The key to driving revenue in mobile commerce is creating seamless connections between inspiration and action. When you optimize the shopper's journey—from the moment of intent to the point of purchase—you unlock value for retailers, creators, and consumers alike." – Michael Jaconi In this episode of Revenue Boost: A Marketing Podcast, titled, Mobile Commerce 2.0: Boosting Retailer Revenue with Better Shopper Experience, host Kerry Curran dives into the evolving world of mobile commerce and its impact on retailer revenue. Joined by mobile monetization expert Michael Jaconi, the discussion centers on how retailers can optimize mobile experiences to create seamless shopper journeys that drive meaningful revenue growth. Discover how innovations in link optimization, attribution, and mobile-first strategies are transforming the way retailers connect with consumers. From empowering creators and influencers to improving app functionality, this episode reveals how a better shopper experience leads to bigger profits. Whether you're a retailer, marketer, or strategist, tune in for actionable insights to elevate your mobile commerce game and maximize revenue opportunities!" Flat or slowing revenue? Let’s fix that—fast. Revenue Boost: A Marketing Podcast gives you proven plays, sharp insights, and “steal-this-today” tactics to power your revenue engine. 🎧 Follow on Apple, Spotify, YouTube ⭐ Rate 5 stars if these insights move your metrics 📅 Fresh episodes drop often—don’t miss a pipeline-popping idea 👉 Visit revenuebasedmarketing.com to start your growth audit—or DM me directly. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

“Amazon optimization today isn't just about keywords. It's about creating a compelling narrative with your images, content, and product attributes. AI now plays a crucial role in reading and interpreting your images and text to rank your listings. If you can convince the algorithm that your product is valuable, you're also convincing the customer. It's about aligning both the technical and human aspects of the shopping experience to maximize visibility and conversion.” That's a quote from Jon Tilley and a sneak peek at today's episode. Hi there. I'm Kerry Curran, Fractional Chief Growth Officer, industry analyst, and host of Revenue Boost, A Marketing Podcast where we discuss smart strategies that drive your business growth.In this episode titled, Cracking the Amazon Algorithm: Strategies for Increased Visibility and Revenue. I'm joined by Jon Tilley. He's the Founder and CEO of ZonGuru. Jon and I discuss cutting edge strategies for cracking Amazon's ever changing algorithm, leveraging AI for smarter listing optimization and creating winning product narrative. Jon shares actionable insights to help brands boost visibility, conversions and revenue.Stay tuned to the end where John shares tips for adapting Amazon's Rufus AI shopping assistant.Whether you're an established seller or just starting out, this episode is packed with tips to help you dominate the Amazon marketplace and grow your bottom line. Let's go! Kerry Curran, RBMA (00:01.48)Welcome, Jon! Please tell us a bit about yourself, your expertise, and ZonGuru.Jon Tilley (00:10.136)Hey, Kerry, thanks! I appreciate being here.We have a technology company in the Amazon space. If you are a brand or an agency selling products on Amazon, you can use our technology as a third-party software provider to help you operationally run your business, drive organic growth, and increase profits.We offer over 18 different tools, but we are particularly known for our leadership in Amazon SEO—helping brands structure their content and storefronts to maximize organic growth by aligning with Amazon’s algorithm. We’ve been around since 2016, and that’s us in a nutshell!Kerry Curran, RBMA (00:58.638)Excellent! Now, tell us a bit about your background and expertise.Jon Tilley (01:04.344)Yeah, as you can probably tell, my accent is originally from South Africa, where I grew up. I moved to Los Angeles in 2006, so I’ve been here for quite some time.I started my career in advertising, working at large global digital agencies for about 12 to 15 years. I covered everything from below-the-line to through-the-line marketing, integrated digital agencies—you know, the full evolution of the agency world.I spent some time in Europe launching Burger King’s Have It Your Way campaign, then moved to Los Angeles, working with large brands. I also got involved in enterprise application development, which was my first real exposure to the tech world.But I’ve always had that entrepreneurial drive. In 2013, I launched my own brands on Amazon, which did really well. That success allowed me to leave my corporate job and dive into my own business full-time.In 2016, I saw an opportunity in the Amazon space as a third-party software provider and launched ZonGuru—short for "Amazon Guru." We bootstrapped it for several years before raising a funding round in 2021.I’ve now spent 8 to 10 years navigating Amazon’s constant changes, which has been vibey, to say the least. It’s a massive industry, but also a rapidly evolving one. Running a business in this space means constantly adapting to new developments.Kerry Curran, RBMA (03:14.758)That’s fantastic. You’re right—few industries have evolved as rapidly as Amazon, e-commerce, and retail media.And on top of that, you’re incorporating a lot of AI into your technology. You mentioned earlier that it’s an AI-first world now. Let’s dive into that—what recent shifts are you seeing in AI’s role in marketing strategies, particularly in the Amazon space? What are the opportunities and potential threats?Jon Tilley (03:59.074)Yeah, AI has been fascinating to watch. It’s a perfect example of why being first to market can give you a competitive advantage.In our space, we have some massive competitors. But moving first on AI gave us an opportunity to differentiate.At the same time, despite Amazon’s dominance in e-commerce, their internal technology is actually quite backward. That creates opportunities for third-party software providers like us because we can take Amazon’s data and visualize it in ways that Amazon itself struggles to do.A lot of people worry about Amazon rolling out its own AI-driven features—like their new AI-powered listing optimization tool. But every time Amazon launches something like that, it actually provides more data, giving companies like ours the chance to do it better.For example, at Amazon’s Accelerate conference, they showcased their AI-driven listing optimization tool—but they made a mistake by including a trademarked term (Aviators for R

“When you combine onsite inventory with the retailer's audience data, magic happens. It's all about leveraging the right data to show the right ads to the right shoppers. And that's where real gains are made.” That's a quote from Harsh Jiandani and a sneak peek at today's episode.In this episode titled Retail Media's Next Frontier: Unifying Onsite, Offsite, and In-Store Advertising. I'm joined by Harsh Jandani, Chief Commercial Officer of Koddi, a commerce media tech company. Harsh and I discuss the evolving landscape of retail media and advanced strategies unifying onsite, offsite, and in-store advertising channels, as well as the challenges and opportunities in addressing data fragmentation across the retail media networks.Stay tuned to the end where Harsh shares his expert predictions for the next three to five years, including the rise of shoppable CTV and smarter auction systems.This episode is packed with insights and strategies for brands and retailers looking to stay ahead in a rapidly evolving market. Let's go!Kerry Curran, RBMA (00:01.152):So welcome, Harsh. Please introduce yourself and tell us a bit about your background and expertise.Harsh Jiandani (00:07.017):Hi everyone. My name is Harsh Jiandani. I'm the Chief Commercial Officer of Koddi, a retail media platform. I oversee sales, marketing, partnerships, and strategy for the company. I've been here for about a year and a half. Before this, I was at Microsoft as Chief Revenue Officer of Promote IQ. Prior to that, I spent eight and a half years at AppNexus/Xandr in various roles, ultimately launching Xandr Curate.Kerry Curran, RBMA (00:34.75):Excellent. So you've been in the industry for a while. You're quite an expert. Obviously, the e-commerce space in retail media has evolved very rapidly over the last few years. Can you talk about how you've seen the space evolve and what it’s been like having a front-row seat to these changes?Harsh Jiandani (00:56.253):It's been an exciting ride. Over the last five to seven years, retail media has felt like a rocket ship. It started with helping retailers launch and scale their programs, primarily focused on on-site advertising, such as sponsored listing ads, sponsored brand ads, and display ads. Now, it's expanded to include in-store advertising and leveraging data to target audiences offsite.Another major evolution is retailers wanting more control over their programs. Early on, they were new to this space and transitioned overnight from being retailers to becoming some of the largest media businesses in the world. They relied heavily on external help. Now, as the space matures, retailers are seeking more control.One notable trend is the growing fragmentation of retail media networks. There are now 200 to 400 networks, depending on who you ask, which has created new challenges for the industry. There's a big push to connect all this supply into a single access point for buyers.Kerry Curran, RBMA (02:36.298):Definitely. How are you seeing brands and technology platforms approach data integration? How are we getting smarter in a world of walled gardens and protected data?Harsh Jiandani (02:54.259):Let’s start by looking at the retailer side and then move to the brand side. Initially, retail media programs were based purely on keywords—advertisers bid on keywords that shoppers searched for. The next phase was SKU-based targeting, where ads were displayed based on specific products users searched for or browsed.Now, we're in a third phase where retailers use customer data to enrich and inform the experience. Depending on the shopper, they might see different ads, and even the number of ads displayed can vary. This audience data overlays with SKU targeting, allowing retailers to adjust bids when reaching specific audiences.On the brand side, things have also become more sophisticated. While brands still rely on keywords, they're increasingly trying to overcome fragmentation while targeting at the SKU level. Brands are working to integrate audience data and improve measurement through tools like Media Mix Modeling (MMM), but this area still presents challenges.Kerry Curran, RBMA (05:17.928):How have you seen the ability to capture and optimize data evolve? Where do you think it stands today?Harsh Jiandani (05:28.125):From the brand perspective, it’s been challenging. Retail media networks started as walled gardens, and brands have relied heavily on the measurement and audiences provided to them. Now, the biggest brands are pushing for more transparency, asking retailers to share the data they need to conduct their own media mix modeling instead of relying solely on retailers' return-on-ad-spend or incrementality metrics.Kerry Curran, RBMA (06:32.756):That’s a great point. From your perspective, where are the biggest opportunities for brands to get smarter in how they target and promote their products?Harsh Jiandani (07:41.095):Retailers are using data in two key ways: targeting and optimization. In terms of t