The Business Of Marketing

Content Monsta | A. Lee Judge

The Business of Marketing podcast discusses how to win in the current marketing landscape. Hosted by A. Lee Judge, Digital Marketing Consultant along with a Mastermind Group of professional marketers. Stay up to date and sharp on your marketing knowledge while learning from these experienced marketers.

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20 episodes
Updated July 2

Episodes20

Newest first

July 2 · 33 min
Monetizing Expertise: Kate Strachnyi on B2B Influencer Marketing
The Business of Marketing Podcast: https://contentmonsta.com/podcasts/the-business-of-marketing-podcast/ With the rise of the creator economy on platforms like LinkedIn, B2B brands are seeking ways to authentically leverage influencers for greater reach, impact, and tangible business results. Kate Strachnyi shares industry insights on setting realistic ROI expectations, vetting true thought leaders over surface-level creators, and embracing genuine narratives over empty metrics. The episode explores how agencies and companies can bridge the gap between impactful storytelling, accurate data, and business growth, especially amidst evolving digital measurement challenges. Connect with us: Rocio Osuna - https://www.rocioosuna.com/ Kate Strachnyi - https://www.linkedin.com/in/kate-strachnyi-data/ A. Lee Judge https://ALeeJudge.com ============ ⏰ Timecodes ⏰ 0:00 - Setting ROI expectations with clients 1:16 - The rise of LinkedIn's creator marketplace 3:12 - Setting ROI for brand collaborations 4:46 - Niche influencer marketing and defining success metrics 6:28 - Impact of platform-driven influencer programs on agencies 7:33 - Building and maintaining an exclusive creator network 9:34 - Vetting influencers for brand partnerships 12:13 - Who should publish on LinkedIn inside a B2B company? 13:25 - When executives or customers aren't camera ready 16:26 - What B2B teams get wrong about data storytelling 18:22 - Presenting marketing data internally & setting honest expectations 23:19 - The value of "LinkedIn lurkers" and unmeasurable impact 27:17 - What companies need in place before starting influencer programs 30:54 - Big vs. small companies: who’s prepared for influencer marketing? 31:56 - Where to find Kate Strachnyi and wrap-up
June 24 · 51 min
Cultivating Real Community and Authentic Content in the Age of AI with Sabreen Haziq
Anyone can launch a social tool, but few can empower an entire organization to create authentic content and nurture genuine communities. This episode explores the mindset and tactics behind fostering high-engagement communities, both digital and in-person, while embracing transparency, value-first content, and the power of personal branding. The conversation centers on how companies like Buffer uniquely empower their teams as creators, adapt to ever-changing measurement landscapes, and build sustainable brand differentiation through consistent, human-led growth. Rocio Osuna - https://www.rocioosuna.com/ Sabreen Haziq - https://www.sabreen.info/ A. Lee Judge https://ALeeJudge.com ⏰ Timecodes ⏰ 0:00 - Building Social Tools vs. Building Community 1:11 - The Importance of Real Life Community and Authentic Connections 3:21 - Word-of-Mouth Marketing and In-Person Events 5:18 - Transitioning from Digital Marketer to Physical Product Creator 8:19 - The Challenge of Measurement and Changing Social Metrics 10:49 - Buffer’s Differentiation: Team of Creators Philosophy 17:17 - Supporting Employee Personal Brands and Retention 23:12 - Creating Standout Content Without Sensationalism 35:01 - Community Building Do’s and Don’ts 44:42 - Using AI to Analyze and Grow Community Engagement 46:42 - Surprising Content Trends & Value of Consistency
June 18 · 48 min
Employee Generated Content: 5 Proven Strategies Marketers Need Now - with Heike Young
Feeling burnt out and stuck at a career crossroads, Heike Young channeled her experiences as a working mother and marketer into creating authentic, resonant video content on LinkedIn. The conversation explores the growing demand for employee-generated content (EGC) in a world saturated with AI-driven material, emphasizing authenticity, creativity, and the importance of building trust through human voices. Listeners gain insight into practical strategies for launching impactful EGC programs, the advantages and pitfalls for organizations, and the ongoing evolution of personal and professional branding in today’s digital landscape. Rocio Osuna - https://www.rocioosuna.com/ Heike Young - https://heike-young.com/ A. Lee Judge https://ALeeJudge.com ⏰ Timecodes ⏰ 0:00 - Heike Young shares her origin story as a LinkedIn video creator and creative outlet 1:08 - Rocio Osuna introduces the rise of employee-generated content (EGC) amid the AI surge 2:06 - A. Lee Judge discusses authenticity and the human + AI content formula 4:02 - Rocio Osuna introduces Heike Young and her unique experience 7:22 - Heike Young explains her evolution as a video creator while balancing professional and personal life 12:20 - Heike Young on resisting pressure to niche down and following creative urges over algorithm demands 18:31 - A. Lee Judge asks about the business impact of content—balancing creativity with measurable results 22:28 - Heike Young describes launching Salesforce’s first marketing podcast and lessons learned 26:14 - Rocio Osuna asks about best practices and mistakes in employee-generated content programs 40:26 - Rocio Osuna and Heike Young discuss what makes webinars memorable and engaging
June 11 · 37 min
How Marketers Can Leverage AI Without Losing Their Value with Dale Bertrand
The conversation explores how AI and automation are reshaping the marketing landscape, emphasizing the importance of not seeking 100% automation but instead aiming for impactful, sustainable 80% solutions. Joining the show is Dale Bertrand, founder and CEO of Fire and Spark, who brings over 17 years of expertise in SEO and a unique perspective rooted in computer engineering. The episode confronts anxieties around AI replacing human jobs, advocating for a focus on expertise amplification and the development of critical thinking skills in the AI era. It also highlights the importance for marketers to communicate value to business leaders in financial terms rather than just traditional marketing metrics. ⏰ Timecodes ⏰ 0:00 - The 80/20 Rule of AI Automation 1:27 - The Next Generation Growing Up with AI 2:21 - Students' Approaches to AI: Learning vs. Cheating 4:23 - Introducing Dale Bertrand: SEO, AI, and Content Discoverability 5:55 - Smallest, Most Impactful AI Automation for B2B Marketers 10:13 - The ROI of Building Context for AI Workflows 13:05 - AI Agents, Job Security, and the Human Element in Marketing 17:20 - Higher Education, AI, and Preparing for a New Job Market 23:19 - AI Lifting Creative Bottlenecks: What Changes for SEOs & Marketers 25:59 - Translating SEO Metrics into Business Growth Language 33:43 - Contribution vs. Attribution: Measuring Marketing’s Real Impact A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
June 7 · 47 min
Why Performance Marketing Is Broken – Rethinking ROI in Content Strategy with Robert Rose
Marketers love to measure everything. Robert Rose joins A. Lee Judge and Rocio Osuna on The Business of Marketing to ask a harder question: what happens to all the value marketing creates that no spreadsheet can capture? Lee makes the controversial case for pausing measurement, and Robert explains why so much of marketing's real impact, the trust, the referrals, the lurkers, never shows up in a quarterly report. From there the conversation moves into AI and the future of marketing careers, why proof of work now beats a resume, how the role of universities is shifting, the rise of fractional work, and Robert's idea that the value of content is created at consumption, not creation. CHAPTERS 00:00 The value marketers never put on the spreadsheet 01:45 Quality vs. quantity in content marketing 04:09 Why LinkedIn matters for AI search visibility 07:06 Should marketers pause measurement? 10:19 The customer who referred $1M and never entered the funnel 12:45 Why marketing has always been bad at measurement 15:29 AI, new grads, and the vanishing entry-level job 23:40 Personal brand and why the "who" matters 30:06 Becoming a consultant after a layoff 41:29 Value is created at consumption, not creation Rocio Osuna - https://www.rocioosuna.com/ Robert Rose - https://robertrose.net/ A. Lee Judge https://ALeeJudge.com A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
May 8 · 45 min
Building a Brand on LinkedIn with Goldie Chan
LinkedIn Video: Building Influence and Personal Branding That Lasts LinkedIn video is no longer an experiment, and it is not just for people who want to go viral. It is a business tool for building credibility, a personal brand, and direct influence over your professional audience. If you have not noticed the shift, it is time to reconsider how you think about LinkedIn video and its role in modern content strategy. ⏰ Timecodes ⏰ 0:00 - Early days of LinkedIn video & creator skepticism 1:01 - How to turn personal brand into business opportunities 1:31 - Hollywood and media embracing content creators 2:20 - Influencer case studies and building a business 4:19 - Success as an influencer: turning fame into business 5:14 - Guest introduction: Goldie Chan, author and LinkedIn expert 5:48 - Evolution of LinkedIn video: then vs now 8:39 - Why so few create content on LinkedIn 11:18 - Standing out from AI and "slopified" content 14:46 - Overcoming self-doubt and social anxiety in video creation 26:45 - Setting boundaries and managing energy as an introverted public figure 32:00 - Managing business as a creator through life’s challenges 36:16 - Staying in your personal branding lane vs pivoting 40:01 - Consistent branding and the power of a clear personal story 43:06 - Book details and where to find Goldie Chan
April 27 · 33 min
The New Resume: Why Your Personal Brand Is Key to Success in Modern Business - with Rod Brinson
Explore the intersection of personal and professional branding in a rapidly evolving, AI-driven workforce with hosts A. Lee Judge and Rocio Osuna, alongside special guest Rod Brinson. This episode unpacks why everyone already has a personal brand, whether they realize it or not, and offers actionable strategies for building an authentic, visible, and resilient brand “by design, not by default.” The conversation demystifies how belief in yourself, authenticity, and making yourself distinguishable can unlock new opportunities, while addressing barriers like fear of self-promotion. Plus, the hosts discuss trends in AI adoption, its impact on workplace dynamics, and share career-boosting advice for professionals navigating layoffs and transitions.
April 2 · 38 min
Authentic Storytelling in the Age of AI: Gabrielle Dolan on Making AI Your Creative Partner
The Business of Marketing hosts A. Lee Judge and Rocio Osuna discuss the delicate balance between using AI for efficiency and maintaining human authenticity in business storytelling. They are joined by global storytelling expert Gabrielle Dolan, author of Story Intelligence, who explains why personal and professional stories are more critical than ever in an era of "AI slop" and digital distrust. The conversation explores practical frameworks for extracting genuine stories from executives, the four types of stories every leader should master—Personal, Professional, Public, and Parables—and how to use AI as a creative partner without losing your unique voice.
March 31 · 21 min
Beyond the Resume: Grit and Visibility in a Saturated Market
In this Season 5 kickoff of The Business of Marketing, host A. Lee Judge introduces new co-host Rosio Assuna. The episode explores the current "wild" job market, characterized by significant layoffs at major companies like Amazon, Meta, and Tesla. The hosts discuss the challenges of a saturated "seller's market," the impact of AI on hiring, and the importance of maintaining a professional personal brand on LinkedIn even when facing frustrations like "ghosting" by employers.
Sep 22, 2025 · 39 min
Building a Unified B2B Revenue Team with Andrei Zinkevich
Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals. In this episode, Andrei Zinkevich of FullFunnel.io and A. Lee Judge, Sales and Marketing Consultant, explore how marketing and sales leaders can rebuild trust, align around shared metrics, and adopt a unified revenue team approach to drive meaningful business outcomes. Misalignment within marketing and between marketing and sales Importance of shared KPIs and revenue team structures Challenges and solutions in marketing attribution Using AI effectively in enterprise sales and marketing Strategies for CMOs to survive and lead change Time Stamps 01:15 - Introduction and overview of the funnel debate 06:40 - Internal marketing misalignment and KPI silos 18:50 - Revenue team KPIs and sales pipeline velocity 30:10 - Account selection and accelerating funnel velocity 42:00 - Attribution challenges and blended models 58:30 - AI use cases and limitations in B2B marketing 01:10:00 - Upcoming webinar and change management for CMOs Main Takeaways Marketing must shift from chasing vanity metrics to aligning with sales on revenue-driving KPIs. Attribution should be approached as a blended model combining self-reported data, analytics, and customer interviews. AI is useful for content optimization and sales research but lacks the trust and maturity to replace human teams. Subscribe and share this episode to help others align marketing and sales for better revenue outcomes. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Sep 16, 2025 · 41 min
Why Speed and Scale Are Killing Your Marketing with Robert Rose
The episode explores how marketers can shift their mindset from focusing on content containers to prioritizing storytelling and strategic content creation. Lee Judge and Robert Rose discuss the evolving role of content marketing in the age of AI, the pitfalls of over-measuring, and the importance of valuable friction in marketing processes. Shifting from container-first to story-first content creation The myth and misuse of marketing measurement AI's impact on content marketing and the resurgence of human-created content Challenges CMOs face with attribution and proving value Valuable friction and the importance of slowing down to improve content quality Timecodes 00:00 - Get Out of "Container First" Mentality: Start with Story 01:00 - Introducing Robert Rose & the Value of Thought Leadership 03:08 - Measurement Myths: Marketers Should Measure Less, Do More 05:34 - Risk vs. Numbers: Incremental vs. Bold Marketing Moves 09:03 - The Cracker Barrel Logo Fiasco & The Value of Attention 11:27 - Attention vs. Long-Term Brand Value in Marketing 15:35 - CMOs & the Attribution Challenge: Budget, Brand, & Measurement 19:12 - Corporate Measurement Culture: Agreement vs. Accuracy 24:05 - AI’s Impact: Human Content Marketing Renaissance? 27:56 - Why Content Marketing Research Still Focuses on Text 32:26 - Repurposing Content: Story-First Approach Over Containers 34:50 - Valuable Friction: Slowing Down for Better Content Creation 40:23 - Where to Find Robert’s Book & Closing Remarks Main Takeaways Start with the story, not the container—content should drive the format, not the other way around. Measurement is often flawed and overemphasized; agreement on what success looks like is more important than accuracy. AI can enhance creativity but should be used to deepen, not replace, human insight and storytelling. Subscribe, share the episode, and visit valuablefriction.com to learn more about Robert Rose's new book. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Sep 2, 2025 · 42 min
How AI is Reshaping Your SEO Strategy with Andy Crestodina
The episode explores how AI is reshaping SEO and content strategy, emphasizing the need for marketers to adapt their websites and messaging to train AI effectively. Lee Judge and Andy Crestodina discuss how AI-powered search changes user behavior, the importance of co-occurrence and proximity of keywords, and how brands can optimize their content to influence AI-generated results. Training AI through strategic website copy and keyword proximity Shifts in SEO due to AI-powered search and user behavior Optimizing key website pages for AI discoverability and decision-making The role of content formats like video and audio in brand visibility Balancing content quantity and quality in the AI era Time Stamps 01:10 - Introduction to AI's impact on SEO 06:45 - How AI selects and ranks content 15:30 - Optimizing key pages for AI training 24:00 - Prompt reverse engineering and content strategy 35:20 - Importance of co-occurrence and keyword proximity 45:00 - Broader content strategy beyond websites 55:10 - Human-centric content and performance metrics 01:10:00 - Predictions for AI and search in the next year Main Takeaways You're not just writing for humans—you're writing training data for AI. AI optimization requires adding job titles, credentials, and comparison content to key pages. Co-occurrence of brand and industry terms across trusted sources boosts AI visibility. Subscribe, share the episode, and visit contentmonsta.com for more insights. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Aug 26, 2025 · 38 min
From ChatGPT to Local AI: Practical Tips for Marketers with Christopher Penn
With AI rapidly evolving, marketers face both new opportunities and pressing concerns about data privacy, search optimization, and content creation. Christopher Penn breaks down the rise of local AI models, their implications for privacy and data control, and how generative AI will reshape marketing strategies. The conversation offers actionable advice on making content accessible to AI, the continued importance of strong SEO, and creative techniques for maximizing the impact of AI-generated content. The rise and advantages of local/offline AI models for privacy and control Implications for data security and regulatory compliance in sensitive industries The necessity of making marketing data well-exposed for AI agents and search engines The future of SEO as "Search Everywhere Optimization" in an omnichannel, AI-driven landscape Creative approaches to AI prompt engineering for more original marketing content Time Stamps 0:00 - How marketers should respond to AI disruption 2:31 - What are local/open AI models and why use offline AI? 5:58 - Tiny AI models for smart devices explained 8:07 - Privacy, data retention, and when to use local AI 10:51 - On-premise AI for regulated industries 12:03 - Consumer AI apps & privacy-preserving APIs 13:45 - Where do small AI models get their data? 16:07 - The business opportunity: exposing your business to AI 18:46 - Visibility, Cloudflare, and AI search bots 20:19 - How missing website data excludes you from AI-driven decisions 22:50 - Paid AI models, memory, and the risks/benefits of personalization 25:48 - SEO, grounded search, and why making content for people still matters 28:18 - Search Everywhere Optimization: distribute content everywhere 30:12 - "Add a Banana": Prompt engineering for creativity in generative AI 36:23 - Where to follow Christopher Penn, his book, and newsletter Main Takeaways “If you’re a marketer and you’re panicking about what to do, do a good job with SEO and also make content people actually give a shit about.” — Prioritize substance and discoverability; strong SEO remains foundational, but meaningful content stands out. Local AI models offer marketers and businesses unprecedented control over data privacy, allowing AI usage without risking sensitive information leaving their premises. To succeed in the age of generative AI, marketers must ensure their content (including pricing and data) is easily accessible for both humans and AI agents, embracing an omnichannel approach and optimizing for every search surface—not just traditional engines. After finishing this episode, subscribe to the Business of Marketing podcast for more forward-thinking insights, and share this episode with your marketing colleagues to spark new strategies for thriving in an AI-driven future. A. Lee Judge is the host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - Content Monsta specializes in podcast production and innovative remote video production, empowering businesses to create professional content and achieve their marketing goals.
Jul 29, 2025 · 41 min
"Red Flags" for B2B Podcasters - Podcast Company Owners Tell All (with Katie Brinkley)
This episode explores the strategic value of podcasting for businesses and personal brands, offering expert insights on how to launch, structure, and promote a podcast effectively. Lee Judge and Katie Brinkley discuss common misconceptions, content repurposing, and the importance of aligning podcast goals with broader marketing strategies. Determining the purpose and format of a podcast Common mistakes and red flags when starting a podcast Strategies for promoting and repurposing podcast content Using AI and multilingual tools to expand podcast reach Measuring podcast success and securing sponsorships Time Stamps 0:00 - Introduction of podcast production company experts 5:04 - Podcasting for Businesses: Common Questions and Starting Points 6:56 - Podcast Formats: Solo, Co-Hosted, Interview, and Purpose 9:16 - Importance of Pre-Interviews and Knowing Your Podcast’s Why 11:04 - Creating Content for Repurposing Beyond Just Audio 14:19 - Marketing & Promoting Your Podcast: Social Media and Email 19:17 - Leveraging AI: Reaching New Audiences with Podcast Content 24:22 - Agency Insights: Podcasting Red Flags and Client Expectations 31:34 - Measuring Podcast Success: Quality Over Quantity 39:59 - Sponsorship Strategies & Final Takeaways Main Takeaways Know the purpose of your podcast before launching—whether it's for lead generation, thought leadership, or networking. A podcast is a content-generating machine that can fuel your entire marketing strategy. Success isn't about massive downloads but about reaching the right audience with valuable content. Subscribe and share this episode with anyone considering launching a podcast for their business. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jul 22, 2025 · 22 min
Why Marketers Must Master Visual Design to Drive Business Results with Jim MacLeod
The episode explores the intersection of design and marketing, emphasizing the importance of visual communication that drives business outcomes rather than just aesthetic appeal. A. Lee Judge and guest Jim MacLeod, author of The Visual Marketer, discuss how marketers can leverage design principles and professional tools to create visuals that are both effective and aligned with business goals. The role of design in driving marketing outcomes Differences between art and design in business contexts Psychology and science behind effective visual communication Choosing between professional and consumer-grade design tools How AI is reshaping design roles and responsibilities Time Stamps 00:40 - Introduction to the importance of design in marketing 04:15 - Jim MacLeod's background and career journey 10:30 - The science behind visual design and readability 18:45 - Art vs. design: understanding the business purpose 25:00 - Tools: Pro software vs. consumer-grade platforms 36:20 - The Visual Marketer book and its purpose Main Takeaways Design is not just about beauty—it's about guiding users to take specific actions. Art says something different to everyone; design says the same thing to everyone. Marketers must understand visual hierarchy and design principles to create effective content. Subscribe and share this episode to help others bridge the gap between design and marketing. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jul 15, 2025 · 47 min
Winning LinkedIn Strategies for B2B Professionals with Neal Schaffer
The episode explores how B2B professionals can strategically use LinkedIn to build authentic engagement, optimize their profiles, and leverage AI to enhance content creation and visibility. Lee Judge and guest Neal Schaffer dive into the nuances of LinkedIn's evolving features, including newsletters, carousels, and video, while emphasizing the importance of intentionality and audience alignment in content strategy. Optimizing LinkedIn profiles for alignment with current goals and audience Using AI effectively for content creation and profile enhancement Best practices for LinkedIn newsletters and content formats Understanding engagement trends and algorithmic behavior Growth hacking and ethical considerations in LinkedIn outreach Time Stamps 01:10 - Importance of LinkedIn for B2B professionals 05:45 - Optimizing your LinkedIn profile 4:30 - Using AI to improve LinkedIn content 33:00 - The good, bad, and ugly of AI on LinkedIn 46:20 - LinkedIn newsletters and content formats 01:05:00 - Video content and algorithmic trends 01:18:00 - Engagement decline and growth strategies 01:30:00 - Neal’s books and final thoughts Main Takeaways AI should assist, not replace, your voice—context and training data are key to effective use. LinkedIn newsletters and carousels offer high engagement when content is platform-native and shareable. Engagement should be meaningful and aligned with your target audience, not driven by vanity metrics. Subscribe to the podcast and share it with your network to help others master LinkedIn marketing. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jul 8, 2025 · 43 min
How to Build a Revenue Machine by Aligning Sales and Marketing with Bruce Scheer
The episode explores how aligning sales, marketing, and product teams through a unified go-to-market narrative can drive better revenue outcomes and improve the customer experience. A. Lee Judge and Bruce Scheer discuss the importance of storytelling, internal alignment, and reducing friction in the buying journey to close more deals and retain customers. Defining and aligning around a go-to-market strategy The power of a unified sales and marketing narrative Challenges in measuring marketing and sales effectiveness The importance of buyer experience and reducing friction Being audacious and innovative in marketing leadership Time Stamps 01:15 - Evolution of the podcast and guest introduction 04:20 - Defining go-to-market strategy 10:45 - Aligning internal teams through narrative 18:30 - Measuring success and revenue alignment 26:50 - The role of AI in research and decision-making 33:10 - The need for audacity in marketing 41:00 - The Value Pros mission and buyer experience Main Takeaways A strong, unified narrative aligns teams and drives better go-to-market execution. 59% of B2B buying decisions are influenced by the buying experience, not just the product. Pipeline equals permission—consistent results give marketers the freedom to innovate. Subscribe, share the episode, and connect with Bruce Scheer and Lee Judge on LinkedIn for more insights. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jun 17, 2025 · 33 min
The Secrets to Smarter Marketing and Real Revenue Growth with Todd Ervin
Data is the foundation of effective AI implementation in marketing. Lee Judge and Todd Ervin explore how clean, structured data enables AI to drive segmentation, buyer journey mapping, and campaign optimization. They also discuss the importance of building brand awareness, aligning marketing with revenue goals, and using AI to enhance research and content creation. The critical role of clean data in powering AI for marketing Building brand awareness to drive top-of-funnel growth Creating dashboards and aligning metrics with revenue goals Understanding attribution models and sales cycles Using AI to accelerate research and content development Time Stamps 00:00 - The Power of Data in AI & Marketing 00:41 - Host Introduction & Book Insights 02:27 - Recognizing Product Awareness Gaps at Primo Water 04:42 - Shifting Budget to Top of Funnel Awareness 07:04 - Connecting Awareness to Revenue & Gaining C-Suite Buy-In 08:02 - Measuring Brand Awareness: Tools & Strategies 11:19 - Tracking Brand Performance: Surveys, Sentiment, and More 16:36 - Building Effective, Cross-Functional Dashboards 19:57 - Attribution Models: First Touch vs. Last Touch 25:40 - Data Readiness for AI: Building the Foundation 28:23 - Using AI Internally & Delivering Value to Clients Main Takeaways Without clean, structured data, AI cannot deliver meaningful insights or automation. Marketers must connect top-of-funnel awareness efforts to revenue to justify budget shifts. Start using AI internally to build organizational readiness before deploying it externally. Subscribe and share this episode to help others align marketing, data, and AI for better results. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jun 10, 2025 · 29 min
Rethinking Attribution and Alignment in B2B with Mary Keough
The episode explores the evolving role of marketing in B2B organizations, emphasizing the need for marketers to take ownership of strategy, customer understanding, and collaboration with sales. Lee Judge and guest Mary Keough discuss the importance of customer-centric content, the limitations of attribution in modern marketing, and how marketers can adapt to AI and shifting buyer behaviors. Differences in marketing strategies across industries and personas The evolving role of AI and the importance of foundational marketing skills Challenges with attribution and the rise of dark social Effective sales and marketing alignment and communication Clarifying and redefining account-based marketing (ABM) Time Stamps 01:10 - Introduction to Mary Keough and her marketing background 06:45 - Marketing to engineers vs software buyers 15:30 - The role of AI and the value of human insight 25:00 - Attribution challenges and dark social 35:20 - Sales and marketing alignment strategies 45:00 - Redefining ABM and leadership's role Main Takeaways Marketing must take ownership of strategy and not rely solely on sales to drive initiatives. AI is a powerful tool, but it requires human expertise to ensure accuracy and relevance. True ABM success requires cross-functional alignment and leadership buy-in. Subscribe and share this episode to help others improve their marketing and sales alignment. A. Lee Judge is the creator and host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - A leading producer of B2B Content.
Jun 8, 2025 · 42 min
Why SEO Traffic Is Going Down and Revenue Is Going Up with Dale Bertrand
The episode explores how AI is reshaping the landscape of SEO and digital marketing, urging marketers to shift from traditional keyword strategies to relevance and intent-based content creation. A. Lee Judge and Dale Bertrand discuss the importance of building content that resonates with human audiences while adapting to AI-driven search environments, emphasizing the need for marketers to align their efforts with business outcomes rather than vanity metrics. Transition from traditional SEO to future-focused, AI-driven strategies Importance of relevance and intent in content creation Challenges of aligning marketing metrics with business goals Building brand visibility in AI conversations and search everywhere optimization Educating leadership and adapting marketing roles to evolving expectations Time Stamps 01:10 - Difference between content creators and business-focused marketers 04:30 - Introduction to future-focused SEO 10:15 - Shift from inbound marketing to AI-driven discoverability 18:45 - Importance of relevance in AI conversations 25:00 - Defining and targeting search intent 32:20 - Redefining quality vs quantity in content 40:00 - Metrics that matter in the AI era 50:10 - Educating leadership on new marketing KPIs 58:00 - Final thoughts on the evolving role of marketers Main Takeaways Marketers must shift from keyword targeting to intent targeting to stay relevant in AI-driven search. Vanity metrics like likes and traffic are less meaningful than customer acquisition and revenue impact. Marketing success now depends on educating leadership and aligning content with business outcomes. Subscribe and share this episode to help others navigate the future of SEO and marketing. A. Lee Judge is the host of The Business of Marketing podcast. Please follow the podcast on your favorite podcast listening platform. This podcast is produced by Content Monsta - Content Monsta specializes in podcast production and innovative remote video production, empowering businesses to create professional content and achieve their marketing goals.