It's easy to assume that paid ads are the magic fix, but without understanding your numbers and setting clear business goals, you’re just throwing money into the void. But you’re not alone! Most marketers and business owners misunderstand what it really takes to scale, and it starts with customer conversations.Today, we’re sharing how many businesses, especially when strapped for cash, need to refocus their energy not just on digital ads but on getting back to the marketing basics. You need to connect with your audience, learn what broke, and rebuild trust to scale your business.Ready to take control? The path forward requires patience, data, and strategy. Stop focusing on quick wins and start investing in your business’s long-term growth. In This Episode:- Understanding Media Efficiency Ratio (MER) in marketing- Strategies for businesses with limited marketing budgets- Why setting clear business goals is critical- The importance of marketing and experiential play- Case studies and practical applications- The role of customer feedback & how to get itResources Mentioned in the Episode:Get Your Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/mpi Oren Klaff’s book, Pitch Anything: https://www.amazon.com/stores/author/B004AN5OJA?ccs_id=afc782d8-f4ac-4f26-80f6-243a19b471d4 Previous episodes on maximising your marketing budget: https://perpetualtraffic.com/podcast/episode-726-how-to-get-sales-in-your-first-year-of-a-digital-business-with-just-10k/ https://perpetualtraffic.com/podcast/episode-715-maximize-your-profits-with-these-6-brilliant-cross-sell-plays/ https://perpetualtraffic.com/podcast/episode-716-7-secrets-to-explode-your-profits-with-upselling/Read more about Cadillac’s bid to join F1: https://www.autoweek.com/racing/formula-1/a64218356/cadillac-will-pay-450-million-anti-dilution-fee-join-formula-1/ Learn more about F1 bids and partners:https://www.espn.com/f1/story/_/id/45531327/thailand-approves-123-billion-bid-2028-bangkok-f1-race https://www.formula1.com/en/information/formula-1-partners.2shz7bIVhGgS3ovP69N3Rs Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple:
You think you know how to sell until you hear Oren Klaff talk about it. Today, we’re hosting the man behind Pitch Anything and Flip the Script to uncover why most marketers lose deals before they even start. Oren doesn’t just challenge conventional sales wisdom. He flips it upside down, showing how neediness kills deals.Oren Klaff is a leading expert in sales, raising capital, and negotiation. As Director of Capital Markets for Intersection Capital, he has helped companies secure billions of dollars in funding. He’s a best-selling author, a sought-after speaker for global giants like Google and Xerox, and a pioneer in neuroscience-based persuasion.Oren explains why marketers must learn to hold boundaries, call out clients' “games,” and create consequences on every sales call or risk being dismissed as low status. His approach is raw, counterintuitive, and insanely practical for anyone who needs to persuade at scale. If you’re ready to rethink how you pitch, sell, and win deals, this one is for you!In This Episode:- Writing the 'Pitch Anything' book- Why neediness when selling kills deals- Practical sales techniques to break neediness - How to maintain a high status in sales calls- Dealing with the ‘final boss’ in negotiations- The importance of setting consequences in sales- Holding clients accountable for their behavior and values- Pitch Anything vs. Flip the ScriptBuy Oren Klaff’s Books:Pitch Anything: https://a.co/d/fRAqAby Flip The Script: https://a.co/d/hTcp9lP Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Oren Klaff: Website - https://orenklaff.com/ LinkedIn - https://www.linkedin.com/in/orenklaff/ Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren
Many marketers focus solely on driving traffic but overlook the critical step that follows: the landing page. In this episode, Andrew Miller, Co-Founder and VP of Client Services at Workshop Digital, shares how landing page optimization (LPO) and leveraging first-party data can drastically increase the ROI of your marketing campaigns.With over 20 years of experience, Andrew has helped countless B2B businesses maximize their conversions by optimizing their post-click experience. We explore the game-changing role of AI tools like Google’s AI Max and how they’re reshaping the future of online marketing.You’ll also learn how to bridge the gap between AI-driven ads and optimized landing pages for different target audiences to attract better leads and achieve higher conversions.In This Episode:- SEO in the age of AI- Content quality and distribution strategies- How AI Max has impacted Google ads- The future of media buying and data flow- Optimizing landing pages and the post-click experience- Why aligning marketing and sales is critical - How to optimize data flows & micro conversions for better leads- Targeting the right customers with AI- Case study on the impact of dedicated landing pages- How to get in touch with Andrew MillerMentioned In the Episode:Google AI Max: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/Use the code "PT10off" at the end of your trial to get 10% off: https://unbounce.com/pt/Previous episodes on landing page optimization:https://perpetualtraffic.com/podcast/episode-711-defeat-the-new-google-ai-max-landing-page-doomsday-with-val-riley/ https://perpetualtraffic.com/podcast/episode-707-decode-googles-new-diabolical-landing-page-changes-with-tas-bober/ Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Andrew Miller: Website -
The easy shortcuts in digital marketing, like quick flips, four-hour workweeks, and AI-generated funnels, are gone! Former Perpetual Traffic co-host and Google Ads powerhouse Kasim Aslam joins us today to explore why the old playbook no longer works and why the future belongs to those willing to do the hard, unscalable work. Kasim shares the thesis that changed how he approaches starting and scaling a business. From his incubator of 17 businesses to investing in industries most people overlook, Kasim’s perspective will reframe how you think about scaling in the AI-driven landscape. If you want to learn how to build smarter, stronger businesses in a world where automation alone won’t save you, this one is for you!In This Episode:- Kasim's journey post-Perpetual Traffic- The cost of traffic in digital marketing- Scaling and measuring profitability: "diminishing returns" is not a stop sign- Accounting for incalculable gains as you scale- The death of quick flip businesses - Leveraging hard work and human connection - Apple’s example of goodwill and brand loyalty- How to sign up for the upcoming growth hacking conferenceMentioned In the Episode:Previous episode with Kasim on the law of inverse profitability: https://podcasts.apple.com/us/podcast/why-the-law-of-inverse-profitability-is-the-1-way/id1022441491?i=1000650815702 Sign up for the Growth Hacking conference with Kasim: perpetualtraffic.com/growth Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Kasim Aslam: Website - https://kasimaslam.com/ LinkedIn - https://www.linkedin.com/in/kasimaslam/ Instagram - https://www.instagram.com/kasimaslam/ Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - a...
Black Friday and Cyber Monday are right around the corner, and many beauty brands are feeling the pressure. Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, joins me today to discuss how beauty brands can still make the most out of these significant days. Lauren shares her experience and proven strategies to help beauty brands thrive in this competitive season. We talk about creative hook strategies, bundle offers, and the best ways to connect with your audience.It’s not too late! You can still make this holiday season your most successful yet. Lauren’s expert advice will help you maximize your sales potential, avoid profit pitfalls, and turn BFCM into your biggest revenue days of the year!In This Episode:- Meet creative strategist, Lauren Schwartz- The "cheat code" for Black Friday and Cyber Monday sales- Bundle strategy vs discounts: avoiding profit pitfalls - How to create a bundle for BFCM- Multiple bundle strategy vs site-wide sales - What is the best discount price for BFCM bundles?- How aggressive should you be when using bundles for LTV growth?- Tips for creative hooks for beauty brands- Understanding holiday hooks: subtle vs in-your-face approaches - Black Friday and Cyber Monday webinar previewListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Lauren Schwartz: LinkedIn: https://www.linkedin.com/in/lauren-schwartz-07354312 Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/ Mentioned in this episode:a...
Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged. Get it here: https://www.tiereleven.com/content-matrix Creating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social Media Marketing at Tier 11, joins me to discuss how to align your brand’s message with your audience to boost engagement. Alisan explains how you can identify the core pillars of your brand’s messaging and use them to create a content matrix that guides your posts. By organizing your ideas into clear categories, such as education and community engagement, you can maintain consistency while diversifying your content for better engagement.In This Episode:- Meet Alisan Matthews- Crafting your brand's unique story with content- Why authenticity on social media is critical- Getting started with the content matrix- The four pillars of content creation strategy- Implementing the product promotion tier- Does the content matrix apply to all industries?- Education and value: leveraging engagement & trends- Webinar announcement and Black Friday tipsListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Alisan Matthews: LinkedIn: https://www.linkedin.com/in/alisanschmidt/ Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose...
As Meta continues to invest billions in AI, understanding its impact on advertising strategies is crucial for any marketer looking to stay competitive. In this episode, Andrew Foxwell, a true OG in Meta advertising, reveals how marketing agencies and consultants can adapt to the rapidly changing digital landscape. Andrew discusses how AI is not only making advertising more automated and accessible but also revolutionizing the creative strategy game. He shares valuable insights on what works today and what doesn’t when it comes to creating effective ads and navigating Meta’s complex ecosystem. Plus, Andrew presents a framework for agency owners who are feeling overwhelmed by AI adoption and the pressure of client expectations. His approach to identifying what matters versus what’s just noise will help you align your marketing strategy with Meta’s latest AI innovations.In This Episode:- Andrew Foxwell’s career in digital marketing- Meta's investment in Andromeda and ad automation- Meta’s AI innovations in organic traffic vs advertising- What marketing agencies should be doing differently today - Biggest challenges agencies are facing with AI adoption- Helping agencies identify the "one thing they must do" and why- Managing client expectations and communicating AI adoption plans - How to connect with Andrew Foxwell and Foxwell FoundersListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Andrew Foxwell: Website: https://www.foxwelldigital.com/ Email: andrew@foxwelldigital.com Join Foxwell Founders: https://foxwellfounders.com/ Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn -
You’ve got your first $10K to invest in your new in-person or online business. Should you dive into ads, hire an agency, or focus on content creation? It’s overwhelming, especially when everyone has their own “secret” formula for success. You don’t need to invest in every trendy digital marketing strategy to see results.In this episode, we break down what moves the needle for new business owners. From influencer partnerships that cost you nothing to leveraging simple content creation, we share our go-to marketing strategies based on real-world success stories.Forget the noise. Focus on what works, and do it consistently. Join the conversation now and learn how to make smart, calculated decisions that build a solid foundation for your business.In This Episode:- Comparing notes on personal relaxation techniques–yes, really!- Challenges of starting a business- Why you need to prioritize effective marketing strategies- How to spend $10k to drive in-person and online sales- Why build a brand personality or share the founder’s story- Leveraging user-generated content- The need for in-person events when selling to Gen X- Handcrafting vs. automating customer engagementMentioned In This EpisodeRyan Reynolds Shares His Aviation American Gin Out of Office Reply - https://www.youtube.com/watch?v=VbJwX6aG8UcListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media -
Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies. We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more conversions. If you’re struggling to scale, it's time to rethink your marketing strategy. Stop pushing for immediate sales and start creating a nurturing experience for your audience. Listen in and learn how you can adapt our lead gen strategy to fit your business. In This Episode:- Lead generation case study results breakdown- Step 1: Moving from simple to complex funnel strategy- Step 2: Installing the CPL/nCAC reducer framework- Step 3: Deploying the digital velocity engine for ad creation- Final results summary: 397% revenue increaseListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/ Mentioned in this episode:https://www.activecampaign.com/https://unbounce.com/pt/https://www.activecampaign.com/
Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way. Get Your nCAC Calculator Now! - https://www.tiereleven.com/ncac In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around. Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up. If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth. In This Episode:- Why strategy is critical for achieving marketing goals- Mongoose’s strategy documents for the post-hire process - Example of revenue vs sales and marketing goals- The structure and content of the strategy doc - Pixel strategy for Meta and monitoring the campaign performance- Why Meta is better than Google for selling webinars - Budget allocation strategy for awareness, conversions, and lead generation- Email/SMS integration into the paid ads strategy - Final thoughts on the strategy success formula: goal, budget, and target Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn -
Meta’s Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.Talk to us: https://www.tiereleven.com/apply In today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.We explore how focusing on creative diversification can break through tough competitive markets, even when business performance isn’t where it needs to be. John also shares the Fishbone Effect—a creative strategy that targets diverse audiences with various creative elements within the same campaign.You’ll understand why your creative strategy is everything when it comes to scaling your Meta ads. We’ll also cover key strategies that can help you scale your campaigns despite the ongoing Andromeda updates.In This Episode:- Meta Andromeda update & testing strategies- Content diversification strategy: 10 different ad types explained- Results from one campaign, one ad set structure with Andromeda- The Fishbone Effect: How Meta distributes ad spend - When to pause high-spend, low-converting ads - Performance max with CAPI imports resultsListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with John Moran: LinkedIn: https://www.linkedin.com/in/johnmorangads Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Connect with Lauren Petrullo:Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media -
Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.Download the checklist here: https://www.tiereleven.com/mpi Today’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their revenue was coming from existing customers, but that segment was shrinking year over year.Even with our top strategist, Ricardo Pouwels, deploying proven strategies, we weren't able to break through the tough competitive landscape. We shifted the budget from Google to Meta ads and focused on improving new customer acquisition metrics, but the client couldn't wait for the strategy to fully take effect.You'll learn that marketing can't fix a fundamentally flawed business model. Tracking metrics like new customer acquisition cost (NCAC) can show progress even when overall revenue drops, but only with realistic expectations about recovery timelines that most businesses aren’t prepared to accept.In This Episode:- Meet Tier11’s growth strategist, Ricardo Pouwels- Case study: Gardening niche client with a flawed business model- Challenges with Google Shopping and price competitiveness- How pricing issues contributed to the client’s decline- Testing new strategies: Meta Ad budget adjustments- What is the ideal timeframe for testing new marketing strategies?- Managing client expectations while saving a struggling business- Why a paid media strategy does not always work- What’s the best way to turn around a declining seasonal business?- Why didn’t we focus on email marketing to boost sales?- How to tackle business challenges with paid mediaWant to learn how to calculate your NCAC?Listen to our previous episode on NCAC: https://podcasts.apple.com/sk/podcast/part-1-the-5-step-formula-to-determine-your-ncac/id1022441491?i=1000686217283 Listen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491 Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Ricardo Pouwels: LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels Connect with Ralph...
Ralph and Lauren sit down with Corey Quinn, Agency Growth Advisor and former CMO of Scorpion, to uncover the exact strategies that took a stalled $10–$20M agency and propelled it to over $100M in revenue. Corey reveals his “Dream 100” inspired outreach strategy, why DS (Dream Segment) and GBO (Greatest Business Outcome) are essential to focus, and how to build a repeatable system for landing high-value clients. If you run an agency, consultancy, or service business, this conversation will challenge the way you think about lead generation, positioning, and scaling — and give you the tactical blueprint to make your growth goals inevitable.Chapters:00:00:00 - Cliff jumps, private jets, and setting the stage for big growth00:01:51 - Meet Corey Quinn: the agency growth strategist Ralph swears by00:04:31 - From CMO to 10X revenue: the Scorpion success story00:07:05 - The real challenges (and winning moves) behind a $100M leap00:12:42 - Why deep specialization is your ultimate growth accelerator00:18:09 - Building a culture that fuels operational excellence00:20:50 - How the Deep Specialization Flywheel keeps momentum spinning00:22:42 - Turning gifts into client magnets with outbound marketing00:23:35 - From surprise packages to strategic outreach00:23:58 - The secret psychology behind sending gifts that convert00:26:28 - Reinventing outreach in a remote-first world00:27:20 - Scaling your gift game without losing the personal touch00:30:33 - Crafting irresistible, personalized gifts for dream clients00:34:54 - Why relentless follow-up wins the biggest deals00:40:07 - Wrapping up with a special offer you can’t ignoreLINKS AND RESOURCES:WebsiteAnyone, Not EveryoneGet Your Marketing Performance IndicatorsTM Checklist Now!Get Your nCAC Calculator Now!Make Data Driven Marketing Decisions with ConfidenceTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on
What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and walks us through the structure of each of the five levels of traffic. But the bottom line, he says, is the creative. “The creative makes the audience. If you match incredible audience and interspace targeting with incredible front end creative and messaging, game over. You own the internet as a marketer. Mix the two together, and it’s online marketing nirvana.”Listen in to find out how to achieve this online marketing nirvana in your own campaigns.Chapters:00:00:00 - Kicking Off Perpetual Traffic with High-Energy Insights00:00:46 - Celebrating Our Listeners & Their Game-Changing Feedback00:01:32 - Case Study Teaser: 608% Revenue Explosion00:02:17 - Ralph Burns Steps into the Hot Seat00:03:08 - Unpacking the Secrets Behind the Case Study00:08:19 - Why Creative Can Make or Break Your Ads00:14:15 - Tracking Fixes & Powering Up with Conversions API00:23:01 - Rolling Out the Traffic Harmonizer System00:32:50 - Final Takeaways & Next Steps for Your GrowthLINKS AND RESOURCES:Download the case studyTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:https://unbounce.com/pt/https://www.activecampaign.com/https://www.activecampaign.com/
Meta’s AI just rewrote the rules of digital advertising—without telling anyone. In this breaking episode of Perpetual Traffic, Ralph Burns and John Moran expose the stealth rollout of Meta's new AI-driven ad platform update: Andromeda. Learn how this algorithmic shift flips traditional ad strategies on their head and why relying on old tactics is a fast track to mediocrity. From GPU-fueled compute power to GEM (Generated Ads Recommendation Model), discover what Meta’s “superbrain” means for your creative strategy, budget allocation, and lead generation success. This isn’t just an update—it’s a total transformation. If you’re serious about scaling in 2025, you need to hear this.Chapters:00:00:00 - Meta Just Flipped the Script: Meet Andromeda00:01:00 - The AI Revolution That’s Changing Your Ad Game00:02:20 - Inside Meta’s Secret Weapon: The New Ranking Algorithm00:05:45 - Why Meta’s Funnel Thinks Smarter Than You Do00:07:35 - The New Playbook: Diversify or Die00:10:03 - Andromeda Uncovered: What Meta Isn’t Telling You00:12:11 - Smart Targeting Starts with Smarter Creative00:18:56 - Real Results: What Happens When You Diversify Content00:27:52 - What the Numbers Say About Your Ads00:28:29 - How to Get More New Customers for Less00:29:16 - Repeat It: Diversify or Die00:30:01 - Algorithm IQ: Understanding How Meta Thinks00:31:28 - Creative That Wins: Test, Iterate, Dominate00:32:32 - When to Kill Your Ads—And Why It Works00:35:01 - Case Study: Smarter Spend, Bigger Wins00:35:46 - Using AI to Find Your Next Best Customer00:42:59 - Mastering the Full Funnel (Without Wasting Spend)00:47:09 - The Future Is Now: What Smart Marketers Do NextLINKS AND RESOURCES:Meta's Creative Strategy TikTokMark Zuckerberg just declared war on the entire advertising industryEpisode 718: [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?AI Innovations in Meta's Ad Ranking Driving Advertiser PerformanceMeta Andromeda: Supercharging Advantage+Episode 234: The Ad Amplifier Super System For Facebook AdsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow
If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.Chapters:00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?00:01:01 – The Traffic You Ignore Might Be Closing Your Deals00:01:33 – Inside a $100M Ad Account: What the Data Really Says00:02:22 – The Dirty Truth About Marketing “Solutions”00:02:58 – Ralph Gets Real About Creative That Converts00:05:54 – Clean Data or Dead Spend: Your Choice00:07:08 – Why Most Marketers Misread Growth Signals00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed00:26:07 – How to Spot Wasted Ad Spend with One Metric00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)00:35:18 – The Metric That Changes Everything About Ad Spend00:36:01 – Why You're Probably Overspending on Brand Terms00:36:56 – Performance Gaps Hiding in Plain Sight00:37:43 – Case Study Reveal: What Changed After the Hire00:38:45 – Amazon’s Hidden Influence on Your Shopify Store00:39:16 – The Strategic Way to Manage Campaign Chaos00:43:58 – When Google’s Automation Fights Your Results00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays00:48:32 – Behind Closed Doors: Real Consulting Conversations00:53:44 – Final Word: What to Do With All This InsightLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:https://unbounce.com/pt/https://www.activecampaign.com/https://www.activecampaign.com/
Ralph and Lauren take a bold look at a rising issue in modern marketing teams: is AI making your team dumber? Drawing from real-world agency experience, Lauren shares a transparent case study from her own business where AI tools like ChatGPT and Jasper created an illusion of productivity but resulted in lackluster, surface-level insights. The discussion tackles how over-reliance on AI can quietly erode critical thinking, replacing strategic interpretation with generic output that “feels” complete but misses true business impact. You’ll learn why being “human in the loop” matters, how to train your team to use AI as a collaborator—not a crutch—and why tools should ask better questions instead of just giving faster answers. This episode is a must-listen for any marketing leader, CMO, or founder using AI to scale without sacrificing intelligence, creativity, and judgment.Chapters:00:00:00 - Kickoff & A Powerful Shoutout to Steve Sims 00:02:21 - AI in Marketing: Game-Changer or Risk? 00:04:26 - When AI Fails: A Shocking Case Study 00:08:06 - Critical Thinking vs AI: Who Wins? 00:13:24 - Smart Fixes & What’s Next for Teams 00:25:52 - Final Takeaways & Must-Have ResourcesLINKS AND RESOURCES:Get Your Marketing Performance IndicatorsTM Checklist Now!Get Your nCAC Calculator Now!Get Your nCAC Calculator Now!Make Data Driven Marketing Decisions with ConfidenceThe AI-Driven Leader: Harnessing AI to Make Faster, Smarter DecisionsGo for Stupid: The Art of Achieving Ridiculous GoalsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:https://www.activecampaign.com/https://www.activecampaign.com/https://unbounce.com/pt/
Ralph Burns and Lauren Petrullo reveal seven proven upselling strategies to dramatically boost your new average order value (NAOV) and customer lifetime value (LTV). Using real examples from the beauty, CPG, and supplement industries, they break down how to effectively implement pre-purchase, mid-purchase, and post-purchase upsells—including bundling, subscribe-and-save options, thank-you page offers, and value-driven incentives—without disrupting the customer journey. You'll learn how brands like Amazon, Apple, and Dollar Shave Club use upsells to increase profits by 35% or more, and how to apply these same tactics to your business in time for Q4. Whether you're an e-commerce operator, digital marketer, or service provider, this episode is your upsell playbook for adding more value, converting smarter, and scaling revenue fast—all without selling “a bunch of crap.Chapters:00:00:00 - Welcome to Perpetual Traffic: Let’s Talk Profit00:00:26 - What Is nAOV and Why It Changes Everything00:01:47 - Q4 is Coming—Are Your Nets Fixed?00:04:45 - Unlock More Revenue with Strategic Upsells00:04:55 - The Cross-Sell vs. Upsell Showdown00:06:17 - Real Upsell Examples That Actually Work00:15:38 - Why Subscription Upsells Are Profit Goldmines00:19:51 - Incentives That Get Customers to Say “Yes!”00:21:22 - Beauty Brand Deep Dive: Mascara That Converts00:22:14 - What Makes a Great Cross-Sell Strategy?00:22:56 - Bundles That Boost AOV Instantly00:23:42 - High-Impact Upsell Techniques You Can Steal00:24:47 - Overcoming Common Upsell Roadblocks00:26:06 - Inside Tier 11’s Client Wins00:28:12 - Use Popups for Pre-Cart Upsells? Yes—Here’s How00:34:22 - The Art of Post-Purchase Upselling00:38:30 - Final Takeaways to Maximize Your ProfitLINKS AND RESOURCES:Marketing Performance Indicators ChecklistNew Customer Acquisition Cost CalculatorGet Your nCAC Calculator NowTier 11 DataSuite5 ForcesTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on a...
Ralph Burns and Lauren Petrullo unpack 6 brilliant cross-sell plays designed to immediately lift your new Average Order Value (nAOV) in this masterclass on post-purchase optimization. Ralph and Lauren break down how to implement cross-sells that convert, define essential metrics like NCAC and nAOV, and share real-world tactics currently in use at Tier 11. If you’re focused on maximizing customer LTV and dialing in your funnel economics, this episode delivers the actionable framework you’ve been looking for.Chapters:00:00:00 - Ready to Raise Profits? Let’s Go00:00:56 - What Is nAOV and Why It Matters00:02:54 - Why Most Marketers Miss This Metric00:06:11 - Cross-Sells That Print Cash00:08:39 - Real Wins from Real Brands00:11:20 - Keep Customers Buying Again and Again00:16:59 - The Showdown: Cross-Sell vs. Upsell00:18:45 - 6 Power Plays to Boost nAOV00:18:48 - How to Pick & Price Like a Pro00:27:10 - Perfect Timing for Maximum Conversions00:29:36 - Test, Learn, Optimize, Repeat00:31:55 - Go Use This – Start TodayLINKS AND RESOURCES:Get Your Marketing Performance IndicatorsTM Checklist Now!Get Your nCAC Calculator Now!make data driven marketing decisions with confidenceTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:https://unbounce.com/pt/https://www.activecampaign.com/https://www.activecampaign.com/
In this episode of Perpetual Traffic, Ralph and Kasim visit part 2 of a case study of a successful digital marketing campaign for a personal injury law firm. They emphasize the importance of emotive copywriting, a prominent phone number, and urgent call to action to boost conversions. Utilizing authentic user-generated content (UGC) relevant to the target audience is also highlighted. The hosts stress simplicity in advertising, understanding the target audience, and crafting resonant messaging. They delve into traffic harmonization, employing multiple platforms and targeting strategies for maximum ad effectiveness. Listeners are provided with specific examples and timestamps, facilitating easy application of these concepts to their own digital marketing efforts.Chapters:00:00:00 - Welcome to Perpetual Traffic00:00:02 - The Case Study That Changed Everything00:01:44 - Unveiling Creative Strategies: Steps 3 and 400:02:11 - Unlocking the Power of Avatars and Messaging00:04:44 - Tailored Strategies for Each Platform00:08:56 - Inside the Creative Lab: Game-Changing Insights00:17:05 - Mastering Landing Page Optimization for Maximum Impact00:21:51 - How We Achieved Results: The Full Story00:23:36 - Wrapping Up: Final Thoughts and Your Next StepLINKS AND RESOURCES:Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!Mentioned in this episode:https://www.activecampaign.com/https://www.activecampaign.com/https://www.activecampaign.com/
Josh Garris
Beyond a podcast, it's a marketing masterclass that transformed my career & keeps redefining my approach. Ralph, Kasim & Molly, along with A-list guests, deliver cutting-edge strategies & actionable insights for everyone: freelancers, agencies, CEOs & more. Every episode explodes with knowledge bombs, making it THE marketing podcast (trust me, I listen to them all!). Thanks for opening doors & igniting growth. Can't wait for more marketing magic! #Perpetualtraffic (PS I’d love to go to T&C!)
Michael Jensen
here
Linus Lim
What happened to this podcast? I have been listening since 2017 and the amount of promotions to value recently is appalling!
Skyler Moon🌙
LMAO 🤣
little king
I like this and I'll liason more.