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It’s time to cut through the bullshit. Don’t be another marketer hyper-focused on fulfilling vanity metrics, in turn losing sight of your bottom line. Join co-hosts Andy Groller & James Kravic as they dive into the latest trends across digital marketing & paid media. Join weekly to find out what marketing strategies & tactics are driving REAL results and revenue.
79 Episodes
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This week we’re joined by Rai Hyde Cornell, founder of Cornell Content Marketing and former behavioral therapist, to explore how psychology — yes, real clinical frameworks — can radically reshape your content strategy. Rai breaks down how the Stages of Change, the CBT Triangle, and her own ELITE Method help marketers go beyond the funnel and speak directly to a buyer’s thoughts, emotions, and behaviors. We challenge the idea that B2B must be rational, unpack why most messaging f...
This week, we’re joined by Ishaan Shakunt, Founder of Spear Growth, to talk about what happens when buyers turn to ChatGPT instead of Google. We break down how B2B marketers can stay visible in AI search results, rethink content strategy for LLMs, and start using AI as part of their SEO workflow. From early experiments to building a new approach, Ishaan shares where traditional SEO falls short and what to do instead.
There’s a growing myth in B2B that ABM requires a mountain of tools, a massive team, and a complex orchestration layer to succeed. But what if the real key is simplicity? In this episode, we’re joined by Isaac Ware, Director of Demand Gen at UserGems, to talk about how their signal-driven, two-channel ABM approach outperforms programs that are far more complicated. We dig into what actually makes ABM effective, why creative and outbound alignment matter more than most marketers ...
The CMO job has never been harder – and most people are sugarcoating it. Economic pressure. AI disruption. Sky-high expectations with half the resources. On this episode of Digital Banter, Drew Neisser, Founder of CMO Huddles, joined us to get brutally honest about what CMOs (and marketer leaders in general) are facing today. From chasing quick wins without sacrificing long-term growth to integrating AI without burning out teams, we break down the new rules for surviving (and thriving) in mod...
Everyone’s talking about ABM, but when it comes to measuring it, most teams are flying blind. In this episode, we sit down with Mason Cosby of Scrappy ABM to break down what actually matters when it comes to tracking success in account-based programs. Spoiler: it’s not about booking meetings off your awareness campaigns. We get into the biggest misconceptions around ABM measurement, how to make it work without a $100K tech stack, and what you can track with just ad platforms, spreadsheets, a...
Messy HubSpot data can wreck your paid media performance. Leads go missing, reporting is a nightmare, and ad dollars get wasted. In this episode of Digital Banter, we're joined by Alexis Garrison to unpack real-life HubSpot horror stories, the costly mistakes companies make, and how to clean up your CRM for better tracking, smarter decisions, and stronger results.
Most B2B marketers optimize landing pages for one thing: conversions. But what if that approach is actually hurting your results? In this episode of Digital Banter, Andy and James are joined by Tas Bober, founder of The Scroll Lab, for a fresh take on landing page strategy: optimizing for consumption rather than just conversion.
Crafting messaging that stands out in today’s competitive landscape is essential for effective advertising. In this episode, we’ll walk you through the core elements of building compelling ad copy that speaks directly to your audience and drives results. You’ll learn: 1) How to create clear, concise messaging for specific audiences 2) The power of aligning your strategic point of view with key differentiators 3) Techniques for addressing pain points and educating your audience 4) How ...
Join us on Digital Banter as we dive into the next phase of our campaign planning series: making great content for paid media. We’ll cover how to adapt and repurpose your existing content for ads, and explore the latest trends and strategies on LinkedIn, Google, Meta, and more. What You’ll Learn: 1) How to transform your current content into effective paid ad campaigns. 2) The latest insights and successful strategies across ad channels. Don’t miss this episode as we break down how to m...
In this episode, James and Andy tackle the crucial step of conducting a paid media content audit. Learn how to audit your existing content, identify gaps, and ensure that your content fits your sales motion while being optimized for the right channels. What You’ll Learn: 1) How to keep your content clear, concise, and tailored for specific audiences. 2) Tips on categorizing your content to address pain points, handle objections, provide product education, and showcase social proof. 3) W...
On this week's episode, James and Andy explore the crucial step of mastering audience research and segmentation. Learn how to identify and target the right audience for your ad campaigns by understanding who they are, where they spend time, and their pain points. Discover techniques for defining your Ideal Customer Profile (ICP) and buyer personas, finding out where your audience gathers information, and leveraging those platforms. Gain insights into addressing audience c...
James and Andy unpack the importance of understanding business models, sales team dynamics, and the complexities of the customer journey to set aligned and realistic goals. What You’ll Learn: 1) How to set realistic goals and expectations for a successful paid media campaign. 2) How to tailor your approach based on your business and revenue model. 3) The impact of sales team structure on goal setting. 4) Measurement strategies that move beyond traditional in-platform KPIs. Join us on Digital ...
In this week's episode of Digital Banter' we engage in an eye-opening conversation with the award-winning creative director, Kevin Rapp. Together, we explore the world of B2B creative and how it often falls into the trap of being dull and overly logical, focusing more on selling to companies than connecting with people. We'll challenge the notion of treating B2B audiences as robotic LinkedIn users and delve deep into the emotional side of B2B advertising. But that's not all. We understand tha...
In a rapidly evolving B2B landscape where skepticism toward traditional marketing tactics is at an all-time high, a powerful shift is taking place. In this week's episode, we dive into how marketers are winning by adopting a people-first approach. The buyer's journey is changing. Trust in corporate brands is waning, but people still trust people. Nick and Mark, seasoned experts in people-first strategies, unravel the secrets behind building authentic, trust-driven connections. Additionally, i...
In this week's episode of Digital Banter, top digital marketing voice Tas Bober joins us as we discuss her transition from in-house roles to the agency dark side. Having experienced both perspectives, Tas shares a plethora of insights on how to build effective agency partnerships that drive actual business results.
Building brand trust is one of the most difficult things to do in marketing. The reality is, customers know where and when they are trying to be sold to. People trust people, not brands. So how do brands create messaging that is believable & not bias. Well it comes down to delivering actual value without asking for anything in return. Check out this week's podcast as we dive deep into how to build trust and what makes someone trust a brand.
Brand is the intangible sum of a businesses attributes. Its not just your colors or logo. Its about the human to human connection that you create with all those you come in contact with. Once you have built that connection, you have something special and your brand then becomes owned by the people. In this week's episode we invited Kyle Duford, the President and Executive Creative Director of The Brand Leader, to talk about the importance of Brand. We dive into topics such as: Buildin...
In this episode, we tackle a major challenge faced by companies: the narrow focus on revenue-based metrics like CAC/LTV ratios and pipeline. While these metrics are important, they don't tell the whole story of a company's demand generation efforts. The real story lies in the leading indicators that drive these bottom-line results. Join us as we explore the key metrics that can give you a better understanding of the impact of your demand gen efforts and help set your brand on a path to long-t...
It grinds our gears that brands are always looking to cut costs and force as much of their budget into media dollars as possible. We see them cutting tech, creative & agencies. But cutting from the wrong area can be detrimental to the efficiency of your media budget. Its ok to pull from media spend and keep the tools you need. Here is some food for thought as you are looking at being more efficient with your spending: Don't cut creative: Regular creative testing and refreshe...
Yearly planning is hopefully over at this point for most companies. Now what do you have to to do turn that plan into action? Most companies really struggle and things don't seem to get moving until Q2 or sometimes even later. This weeks episode we talk through how to get shit moving, and its easier than you may think. At least on paper. It come down to alignment & ownership. Here are 4 things you need to know: 1) Create team alignment on goals +KPIs. (Duh)...
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