Let's Talk Marketing

This episode of 'Let's Talk Marketing' explores Google's transformation from search engine to advertising monopolist. Host Katya Allison interviews Ari Paparo, author of "Yield" and ad tech veteran, about Google's systematic conquest of digital advertising. Paparo reveals how Google leveraged programmatic advertising to control both sides of ad transactions, effectively cornering the market through strategic acquisitions like DoubleClick. The conversation unpacks the antitrust implications, discusses AI's role in further consolidating power, and examines what this dominance means for marketers navigating attribution challenges, platform dependency, and the evolving landscape of connected TV and open web advertising.Listeners will walk away with insights on:Google controls 90% market share in some advertising sectors outside searchProgrammatic advertising revolution allowed Google to dominate buy and sell sides simultaneouslyAntitrust trial revealed internal emails showing deliberate customer manipulation tacticsAI-driven advertising platforms are pushing "give us your budget, we'll handle everything" approachAttribution measurement remains problematic across all platforms, not just GoogleConnected TV offers marketers more control and granular targeting than traditional channelsOpen web definition has expanded beyond banner ads to include streaming platformsTurning off marketing channels temporarily provides most accurate attribution testingGoogle Analytics 4 transition exemplifies how platform changes can hurt user experienceMarketing scaling strategy should add platforms incrementally based on budget growth

This episode of 'Let's Talk Marketing' explores rebranding strategy with real-world insights. Host Katya Allison interviews Andrew Thomas, Head of Marketing at Archer Meat Snacks, about transforming Country Archer Provisions into a distinctive, consumer-focused brand. Thomas shares his journey from General Mills to leading Archer's comprehensive rebrand, revealing how data-driven consumer insights, internal stakeholder alignment, and strategic positioning created a bold new brand identity. Listeners will discover the critical importance of brand distinctiveness, the lengthy timeline of successful rebranding, and practical frameworks for evaluating when a rebrand is necessary versus optimizing existing assets.Listeners will walk away with insights on:Consumer insights become more valuable when you're not the target customer yourselfMeeting-heavy culture can stifle rapid growth companies' strategic thinking capabilitiesLinkedIn curation and pattern recognition help identify emerging marketing trends effectivelyDetaching trend discussions from business creates subconscious creative connections over timeTraffic time and constrained environments often generate the most innovative marketing ideasConsumer segmentation studies require 6-8 months minimum for proper foundation buildingBrand books should extend beyond packaging to create versatile asset suitesInternal selling requires different approaches for executives, boards, and key customersVisual distinctiveness testing through Google Images reveals competitive brand positioning gapsSales team connectivity early in marketing careers strengthens overall business understanding

This episode of 'Let's Talk Marketing' explores the human connection in social media marketing. Host Katya Allison interviews Robin Nathaniel, TEDx speaker, acclaimed author, and Telly Award Gold Winner, about creating authentic connections through social platforms rather than just chasing algorithms and trends. Robin shares his unique journey from musician and event organizer to social media strategist, offering insights on algorithm-proof content, audience-first thinking, and the importance of serving your community with intention. Listeners will discover practical strategies for moving beyond superficial metrics to build genuine relationships that drive real business results, plus learn about emerging platforms and the future of owned versus borrowed social media presence.Listeners will walk away with insights on:Stop chasing algorithms and trends - focus on serving your audience with intentionTake time to identify your ideal customer's pain points before creating contentHuman connection requires understanding what keeps your audience up at nightAlgorithm-proof content comes from serving people, not satisfying platform requirementsTest one social platform thoroughly before expanding to multiple channelsUser-generated content has low barriers to entry through subscription servicesReserve your brand handles on all platforms even if not actively postingSubstack represents the future shift from borrowed to owned social mediaContent repurposing works but customization for each platform drives better resultsCommunity engagement requires speaking your audience's language through consistent icons and messaging

This episode of 'Let's Talk Marketing' explores SEO strategies specifically designed for content creators. Host Katya Allison interviews Jordan Becerra, founder of InfluencerSEO, about optimizing websites for search engines while navigating the evolving landscape of AI search. Jordan shares his journey from launching a failed political social network to building a successful SEO agency that has worked with major brands like Dear Media and The Skinny Confidential. The conversation covers essential SEO best practices, common pitfalls content creators face, and how to balance traditional SEO with emerging AI search trends. Listeners will discover why SEO requires a long-term mindset, how to avoid costly website development mistakes, and practical strategies for creating content that ranks well in both Google and AI overviews.Key Insights SEO is a long-term investment strategy, not a quick-fix trend for immediate results Content creators often undervalue their websites and fall victim to SEO-ignorant developersQuality website architecture and user experience directly impact search engine rankingsBlog posts need 1000+ words minimum to provide comprehensive value to searchersAI search results often mirror traditional SEO rankings, making SEO optimization crucialSocial media provides short-term value while SEO content compounds over yearsWebsite speed, clean navigation, and mobile optimization are non-negotiable for rankingsFocus keywords should appear in URLs, headings, and naturally throughout contentAlt text and image optimization contribute significantly to search engine understandingContent creators should prioritize becoming trusted sources rather than chasing quick winsProper URL structure and redirects are critical when redesigning existing websitesAI overviews typically feature top-ranking pages that answer comprehensive topic questions

Maximizing Website Conversions with Testing with Josh PayneThis episode of 'Let's Talk Marketing' explores website conversion optimization through AI-powered experimentation. Host Katya Allison interviews Josh Payne, co-founder of Coframe and former co-founder of the $2B+ unicorn Autograph with Tom Brady, about revolutionizing how businesses approach website testing. Josh shares insights on building effective experimentation programs, leveraging AI to accelerate testing velocity, and avoiding common conversion optimization pitfalls. Listeners will discover practical strategies for increasing website performance, understanding the role of AI in modern marketing, and developing a data-driven mindset that prioritizes testing over assumptions. The conversation covers everything from basic testing principles to advanced AI applications, providing actionable guidance for marketers looking to drive measurable improvements in their digital experiences.Listeners will walk away with insights on:Website optimization requires clear goal alignment before starting any testing programTesting velocity and frequency are competitive advantages in conversion optimizationAI can accelerate test creation from weeks to hours for faster iterationMost businesses aren't testing enough or testing the right metricsConsistent user experience across tests is crucial for reliable dataDifferent AI models excel at different tasks in optimization workflowsExperimentation programs need strategic organization to avoid conflicting testsSignal versus noise distinction is critical for actionable insightsAnswer Engine Optimization (AEO) is becoming increasingly important for business discoveryTaking time for strategic thinking prevents reactive marketing approachesEgo often interferes with data-driven decision making in optimizationStatistical understanding helps manage emotional responses to test results

This episode of 'Let's Talk Marketing' explores the strategic business value of podcasting. Host Katya Allison interviews Josh Troche, founder of Pedal Stomper Productions, about leveraging podcasts for thought leadership, brand building, and content creation. From his journey building 19,000 YouTube subscribers while working in semi-truck sales to founding a podcast production company, Josh shares practical insights on podcast preparation, guest management, content repurposing, and measuring success beyond download numbers. Listeners will discover why podcasting is like painting a room—it's all about the prep work—and how authentic conversations can become a content goldmine for businesses ready to invest in long-form storytelling.Key InsightsPodcasting success requires extensive preparation before hitting recordDefine your "why" and target audience before launching any podcast Most podcasts fail due to lack of planning and undefined goals AI tools have revolutionized podcast production and content repurposing workflows Authenticity beats perfection when building audience trust and connection One 20-minute podcast episode can generate 4-5 quality social media reels Podcast transcripts provide valuable SEO content and lead generation opportunities Success metrics should align with original goals, not just download numbers Guest preparation involves reassurance and technical guidance for best results Podcast length should match content quality—end while conversations are still engaging Research and preparation separate good hosts from great hosts Content repurposing transforms single episodes into blogs, newsletters, and speaking opportunitiesEpisode Linkshttps://www.pedalstomperproductions.com/https://www.linkedin.com/in/jtroche/https://www.youtube.com/@pedalstomperproductions6240

In this episode, Ethan Monkhouse breaks down how creators and marketers can stop chasing attention and start driving action. As the founder of NAVIRO and a behavioral systems strategist, Ethan shares how AI is unlocking hidden patterns in audience behavior and why tracking intent beats chasing impressions. We talk about how creators can leverage small, high-intent audiences to generate outsized revenue — and why your biggest fans might not even be following you yet.Listeners will walk away with insights on:Why intent is more powerful than attentionHow to engineer content for shareability and relatabilityThe role of personality types and pattern interrupts in driving engagementEthan’s favorite automations that save hours each weekHow to turn qualitative fan data into measurable revenue impact

This episode of Let's Talk Marketing explores the art and science of data-driven marketing. Host Katya Allison interviews Brook Shepard, founder of Mason Interactive, about the role data plays in modern marketing strategy and execution. Brook shares how he's stayed hands-on as a CEO, the challenges of balancing intuition with analytics, and why an overemphasis on efficiency can backfire. The conversation dives deep into the importance of understanding ROI in context, defining clear customer acquisition goals, and the “halo effect” of brand awareness. Brook also reflects on personal growth, mentorship, and the lessons he’d share with his younger self—offering a candid look at both the strategic and human sides of marketing.Listeners will walk away with insights on:Data should inform, not dominate, long-term customer acquisition strategy.ROI-focused marketing often leads to over-serving existing customers.Successful brands define clear new customer acquisition goals monthly.Brook encourages running Meta ads despite higher CPL due to halo effects.CEOs and interns alike need to align on the meaning of key data metrics.Attribution models like last-touch are often misleading without context.Creative decisions benefit from intuition, but performance must be data-led.Mason Interactive balances scale with personalized client engagement.Smaller DTC brands often misuse “brand feeling” to block effective ads.Marketing without new customers leads to long-term decline.

This episode of "Let's Talk Marketing" explores navigating uncertainty in the marketing world. Host Katya Allison interviews Gwen Hammes, co-CEO of Cro Metrics, about how businesses can thrive amid volatility. Gwen shares her journey from global creative agencies to leading a growth marketing firm that helps brands like Google and Bombas drive measurable impact. With deep insights into consumer behavior, the psychology of change, and balancing brand equity with performance, Gwen offers strategic, actionable advice for marketers and leaders alike. Whether it’s addressing change management, the evolving role of AI, or building resilient agency partnerships, Gwen’s perspective is refreshingly real and future-focused.Listeners will walk away with insights on:Marketing must tie initiatives directly to business results to remain indispensableChange resistance is often neurological—marketers must lead with empathy and momentumAI should be seen as a creative accelerator, not a threat to human valueAgencies must show up with a steel-stomach leadership style during turbulent timesCreativity and boldness are essential, especially when budgets are under pressurePersonalization isn’t a buzzword—it’s a way to adapt to consumer “choose-your-own-adventure” needsStrategic daydreaming and imagination are underrated tools in innovation"Don't bring more than you can carry" applies to life, leadership, and marketing strategyLinks for EpisodeLearn More about CRO Metrics www.crometrics.comFollow Gwen on LinkedIn https://www.linkedin.com/in/gwen-hammes/Follow Gwen on Instagram @gwendolorosa

This episode of Let's Talk Marketing explores how marketing truly operates beneath the surface by comparing it to building a house. Host Katya Allison walks solo through her original ArchMark Framework—a mindset and structural tool she uses to assess and stabilize any marketing function, whether you're inheriting a mess, scaling up, or just trying to get your head above water. Forget the shiny paint and Pinterest boards—Katya breaks down the gritty, foundational work of building a sustainable marketing strategy that actually delivers. From aligning value props to pressure-testing your execution, she lays out a grounded, no-BS approach that will help marketers stop decorating dysfunction and start building something solid.Episode Insights:Marketing often looks good on the surface, but can leak underneath without solid structure.The ArchMark Framework breaks marketing down into four phases: Foundation, Framing, Blueprinting, Buildout.Your foundation includes value props, personas, and sales alignment—skip it and everything crumbles.Framing covers the “unsexy” stuff—operations, systems, plumbing—that keeps marketing flowing.Blueprinting turns goals into actual structure so you don’t end up with a “hallway to nowhere.”Buildout is where plans meet execution—this is not decoration, this is construction.Without systems and strategic sequencing, execution becomes “random acts of marketing.”The glam of marketing often hides chaos—this framework exposes and fixes the root issues.A mindset shift from "what looks good" to "what works when no one’s watching" changes everything.Katya will be breaking each phase down in future episodes for deeper, actionable insights.

This episode of "Let's Talk Marketing" explores the nuances of scaling, messaging clarity, and sustainable marketing strategy. Host Katya Allison interviews Jeff Wenberg, a seasoned marketing leader with 15+ years of experience scaling companies like Leadpages, Zipify Apps, and Salesmsg. Jeff unpacks the invisible forces that quietly derail conversions, how to avoid "Death Valley" in your funnel, and why messaging—not more tactics—is often the real fix. From enrollment stories to bridging the gap between marketing and sales, Jeff provides strategic wisdom and actionable examples to help digital businesses scale without burning out.Listeners will walk away with insights on:Messaging misalignment is the #1 silent killer of conversions.Cold traffic success hinges on “enrollment stories,” not just hooks.Great strategy means less hustle and more precise execution.Scaling offers and scaling a business often go hand-in-hand.Don’t just build funnels—test messaging in everyday conversations.Aligning your pitch with what customers actually want is the shortcut.Focus on foundational principles, not fleeting tactics or platforms.Success is measured not just in data—but in how easy the sale feels.Episode Links:Learn more: https://factmethod.com/pitchgpt/Follow Jeff on LinkedIn: https://www.linkedin.com/in/jeffwenberg/Follow Jeff on Instagram: https://www.instagram.com/iamjeffwenberg/

This episode of "Let's Talk Marketing" explores what it truly means to be a disruptive brand. Host Katya Allison interviews Ryan Chute, founder of an eight-figure agency and Wizard of Ads partner, about breaking away from traditional marketing norms. Ryan shares his unconventional path from high school dropout to leading sales strategist, emphasizing that true differentiation comes from clarity, values, and emotional storytelling—not flashy gimmicks. Listeners will learn how to use constraints to fuel creativity, why building culture feeds buying behavior, and how Commander’s Intent from military strategy can transform your brand’s identity and team alignment. If you want to stand tall in a crowded marketplace and forge meaningful human connections, this conversation is packed with actionable wisdom.Listeners will walk away with insights on:Disruptive brands begin by understanding who they are and what they stand forCommander’s Intent creates alignment through clarity, not controlFlexibility and autonomy empower teams to deliver exceptional brand experiencesEmotional resonance is the key to being remembered and building loyaltyConstraints drive creativity and help brands stand out with purposeLegacy brands aren’t disruptive—distinctive values areAI enhances creativity but can’t replace human connection and storytellingBeing flawed and raw builds trust; people relate to imperfectionA focused message wins—don’t throw 10 tennis balls at onceMarketing should aim for long-term memory, not momentary clicksEpisode Links:RyanChute.com

This episode of Let's Talk Marketing explores the power of AI for business efficiency. Host Katya Allison interviews Jason Kramer, founder of Cultivize, about how marketing teams can strategically adopt AI to streamline workflows, improve CRM data hygiene, and elevate LinkedIn engagement. Jason shares practical examples of tools like ChatGPT and Evie AI, explains how marketers can use AI for tasks like lead nurturing and campaign building, and offers advice on overcoming adoption hesitations. Whether you're just beginning with AI or looking to sharpen your strategy, this episode delivers real-world guidance for leveraging tech without losing the human touch.Listeners will walk away with insights on:AI can dramatically improve CRM organization and lead conversion processes.Tools like Evie AI enhance LinkedIn engagement through automated content and comment suggestions.AI is only as effective as the strategy and direction it’s given—prompting matters.Email hygiene is a crucial but overlooked area that benefits from automation.ChatGPT is powerful for mapping customer data and creating targeted campaigns.Adoption fear stems from misunderstanding AI’s role as an aid—not a replacement.Personalized data use with AI helps businesses unlock better decision-making power.Niche-specific AI tools may be the future of effective business automation.Website: https://cultivize.com/LinkedIn: https://www.linkedin.com/in/jasonleighkramer/

This episode of "Let's Talk Marketing" explores the power of personal branding and the importance of standing out in a crowded marketplace. Host Katya Allison interviews Steve Miller, a dynamic thought leader in personal branding and B2B marketing. Steve, the author of Uncopyable YOU: Create a Personal Brand that Gets People to Know You, Like You, Trust You, and Remember You, shares actionable strategies for building a unique personal brand. Steve dives into how understanding human behavior can help individuals and businesses differentiate themselves from competitors and create lasting impressions. This episode will empower you to discover your own unique qualities and apply them effectively to become uncopyable in the marketplace.Listeners will walk away with insights on:Building a unique personal brand helps differentiate you from the competition.Emotional connection is key to brand loyalty and recognition."Uncopyable" branding is about discovering and amplifying your unique qualities.Human behavior insights are essential for crafting marketing strategies that resonate.Consistency in your brand message builds trust and long-term relationships.Avoid blending in with competitors; focus on being different and unforgettable.Personal storytelling is a powerful tool to engage and connect with your audience.Authenticity in marketing is critical for creating meaningful connections that last.Follow the links:I want to be Uncopyable Follow on LinkedIn: https://www.linkedin.com/in/steveamiller/Follow on X: @steveamiller

As we close out Season 2 of the "Let's Talk Marketing" podcast, host Katya Allison reflects on the exciting journey we've had so far and offers a sneak peek at what's coming in Season 3. With fresh content, including more solo shows and insightful interviews, Katya shares her enthusiasm for delivering the latest marketing trends, strategies, and tips to help marketers and entrepreneurs succeed. Get ready for more engaging content that will empower your marketing career and business growth.Catch up on all episodes from Season 1 and 2 or join the Let's Talk Marketing community on LinkedIn to stay connected and ahead of the curve!Let's Talk Marketing on LinkedIn

In this episode of Let's Talk Marketing, host Katya Allison interviews Jennifer Sutton, founder of Bright Marketing and OrangeWIP, about aligning marketing strategy with business goals for sustained growth. Jennifer shares her extensive experience in helping businesses, particularly small businesses, scale through intentional branding and marketing. They dive into key strategies for overcoming common challenges, like dealing with inexperienced vendors, aligning teams, and effectively using data and insights to drive better marketing results. Jennifer emphasizes the importance of balancing creativity with strategy, and the role of marketing in supporting business development.Listeners will walk away with insights on:Marketing is about aligning business strategy with communication and brand execution.Avoiding reliance on inexperienced vendors is crucial to long-term marketing success.Successful marketing requires focusing on brand differentiation and understanding the target audience.Overcoming misalignment in marketing strategies can save time and resources.Data and insights should drive marketing decisions, not just subjective feedback.Small businesses should start with foundational brand clarity to guide their marketing efforts.Embrace the importance of transparency and honesty in managing client expectations.Building marketing strategies is a long-term game that requires proper frameworks and intentionality.

This episode of "Let's Talk Marketing" explores how to harness creativity to elevate your brand and marketing strategy. Host Katya Allison interviews Emily-Jane Saroff, a business alignment coach, about how creativity plays a central role in building authentic brands that resonate with their audiences. Emily-Jane shares her journey from network marketing to coaching and how creative problem-solving, emotional intelligence, and brand storytelling are essential for modern marketing success. The conversation delves into how to integrate authenticity into marketing efforts, tap into creative energy, and the importance of aligning with your true self in your business. Emily-Jane also discusses how to manage creative blocks, avoid burnout, and cultivate a marketing approach that feels true to your brand’s voice and message.Listeners will walk away with insights on:Creativity is a superpower in branding and marketing, helping brands stand out authentically.Authentic storytelling builds trust and helps create a stronger emotional connection with your audience.Tapping into your creative side requires shifting from a logical mindset to a more fluid, expansive state.Creative energy can be unlocked through routines, rituals, and taking intentional breaks to reset.Creative problem-solving in branding involves connecting seemingly unrelated ideas to create unique marketing strategies.Creative confidence grows with practice, just like building a muscle, and it's essential for personal and brand growth.Balancing creativity and business strategy ensures that marketing efforts are both innovative and aligned with business goals.Allowing yourself to evolve and pivot in your business is necessary for embracing creativity and staying true to your brand’s essence.

In this episode of "Let's Talk Marketing", host Katya Allison explores how marketers can use AI tools to streamline their day-to-day work. She shares her personal experience and favorite AI tools, including Anyword, Jasper, ChatGPT, and Otter AI, to improve productivity, efficiency, and content creation. Katya also discusses the importance of prompt engineering and how using AI effectively can save time and enhance marketing results. The episode provides a deep dive into how AI can be integrated into various marketing functions, from content generation to research and strategy refinement. If you’re curious about how AI can become an essential part of your marketing toolkit, this episode will give you actionable tips and insights to get started.AI tools like Anyword, Jasper, and ChatGPT can significantly speed up content generation processes.Prompt engineering is crucial for getting AI to produce clear, accurate, and relevant outputs.AI is great for extracting and summarizing information, making research tasks more efficient.Time-blocking and using AI for routine tasks helps marketers focus on creative and strategic work.AI tools like Otter AI make transcription and summarization easier, saving valuable time.AI can be used to tailor content for specific audiences, enhancing engagement and relevance.Continuous learning and experimenting with new AI tools keep marketing strategies innovative and effective.Delegating tasks to AI can help marketers free up time for higher-level creative thinking and decision-making.

This episode of "Let's Talk Marketing" dives into the world of AI and how prompt engineering can elevate your marketing efforts. Host Katya Allison explores the key skills needed to be an effective AI prompt engineer, sharing actionable tips to help marketers craft precise, clear, and effective prompts that maximize AI's potential. Katya explains why AI can be such a powerful tool in marketing—whether it’s automating tasks, generating content, or enhancing decision-making. She also touches on the limitations of AI and how understanding its capabilities and limitations is essential for effective use. If you’ve ever wondered how to harness AI in your marketing or how to improve your current AI prompts, this episode is packed with helpful insights to get you started or take your skills to the next level.AI prompt engineering is about crafting clear, specific prompts to get the most accurate results.Provide context in prompts to help AI understand the background and give more tailored answers.Set tone and style by specifying whether you want the output to be formal, casual, or technical.Expected output matters—define the format (list, paragraph, table) to get the result you need.Experiment and learn continuously to adapt your prompts as AI technology evolves.AI limitations include understanding nuance and memory; always be clear and avoid vague language.Be specific with prompts to ensure AI provides relevant and useful results.AI can improve efficiency in marketing tasks but requires thoughtful and precise input to reach its potential.

This episode of "Let's Talk Marketing" is a bit different—today it’s just me. I’m diving into the challenges of balancing creativity, strategy, and work-life harmony as a marketer. As much as I love marketing and the energy it brings, I’ve found that it can be exhausting when you’re juggling too many responsibilities. In this solo episode, I’m sharing my experiences with burnout and how I’ve learned to protect my creative energy. I’ll talk about time-blocking, how to delegate and automate tasks, and the importance of setting boundaries to keep from getting overwhelmed. I’ll also dive into how to recognize when you’re heading towards burnout and give some tips on how to maintain your productivity and inspiration without burning the midnight oil. If you’ve ever felt like you’re spinning too many plates, this one’s for you.Insights:Time blocking is essential for differentiating between deep, creative work and shallow tasks.Automate and delegate wherever possible to free up time for high-priority, strategic work.Set a hard stop for work each day to avoid burnout and protect personal time.Protect your creative energy by prioritizing rest and dedicating time to thinking and strategy.Recognizing personal burnout signs like irritability or procrastination can help you avoid complete exhaustion.Asynchronous meetings can help reduce time spent in unnecessary, small meetings and increase productivity.The “Good Enough” rule helps prioritize tasks by focusing on what really drives results.Delegate to external partners to ease your workload and focus on higher-level strategy.