In this episode, I give the mic to Auke Hunneman & Christian Hollums; two incredibly smart and experienced individuals.

As a marketing and business leader, this conversation is one of the most important things you'll listen to this year.

We cover:

Why Philosophy is relevant to marketing (it really, really is) First vs third person perspectives in business & customer centrism The mechanistic worldview and what this means for ROI and competitive advantage Understanding complex systems and the implications for business & marketing Causality deep dive Why intuition matters Bridging the gap between theory and practice

My Guests:

Auke Hunneman

https://www.linkedin.com/in/aukehunneman/

Christian Hollums

https://www.linkedin.com/in/christian-hollums-a9544320a/

Give me a shout:

W: https://www.growthquotient.com/

LI: https://www.linkedin.com/in/braeden-matson/

In this episode, I go deep on CAC. Why it's high and what to do about it step by step. I also talk through ROI, the difference between a Cap.Ex and OpEx and how to think about these two in the marketing context.

Give me a shout:

W: https://www.growthquotient.com/

LI: https://www.linkedin.com/in/braeden-matson/

Outbound sales should be part of a unified strategy that includes marketing.

In this episode, we cover:

• How outbound usually works
• How outbound is part of targeting
• How segmentation should happen in the real world and marketing/sales alignment
• +more

Be my guest on the pod!

Connect: https://www.linkedin.com/in/braeden-matson/

https://www.storybookmarketing.io/

Connect with me: https://www.linkedin.com/in/braeden-matson-jones/

I've been in a lot of agencies, and most suck.

In this episode, I give you an inside, "how the sausage is made" perspective on digital/performance marketing agencies.

Expect to hear:

• How an agency works
• Why agencies fail to deliver
• Does size matter?
• Red flags
• Green flags

Connect with me: https://www.linkedin.com/in/braeden-matson-jones/

There is a secret way to do demand gen that no one is talking about: lower your prices.

I'm kind of serious, in that 𝗶𝗳 the parameters by which you define market demand include "what consumers in a market are willing to pay for a specific good in a specific market", then yes, you can create demand by lowering prices.

However, the problem here is that if I don't want or need something, lowering the prices will not influence my purchase behaviour.

For example, I'd like a new TV, but my current one is fine and I don't use it that much anyway. Now, Best Buy could lower their prices enough that I'd be a fool not to buy one, but in this case, the lower price 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝗱 demand that was already there in my own head.

Best Buy could lower their prices on KitchenAid mixers to $10, and I still wouldn't buy one.

So, it seems to follow that lower pricing is neither a necessary 𝗻𝗼𝗿 sufficient condition for creating demand, but rather that it "can", technically speaking.

This totally changes if you remove the price from a standard definition of market demand, but I'm not suggesting we do that.

It's just interesting, to me at least. Also, it's kind of silly anyway because lowering your prices is almost always an absolutely terrible idea. There are exceptions every rule (see: pricing elasticity, among other things).

Mmmmmmmm, pie. Pie slices. More specifically, segmentation. What is it?

Expect to hear the main places where brands go wrong here and how to avoid these mistakes. We also touch on the criticism of segmentation as a practice.

Connect with me: https://www.linkedin.com/in/braeden-matson-jones/

Oof—the big one. So hot right now.

Positioning.

Expect to hear:

• What positioning is
• The difference between brand positioning and product/segment positioning
• My favourite positioning framework
• How to do it in practice

Connect with me: https://www.linkedin.com/in/braeden-matson-jones/

Brand marketing is hard to measure, but so is almost everything that's effective.

In this episode, expect to learn how to measure brand marketing without any added funds & nothing added to your tech stack.

Connect with me: https://www.linkedin.com/in/braeden-matson-jones/

Understand how the B2B buying process actually works, the giant implications of the 95:5 rule and Bain / Google's research into B2B buying.

ROI's impact and the measure of ROI are different things. This confusion I believe is singlehandedly ruining many business'.

In this episode, we discuss the difference & how to measure brand marketing.

In this episode, I go deep on marketing strategy, what it is and how to execute one.

W: https://www.growthquotient.com/

LI: https://www.linkedin.com/in/braeden-matson/

In this episode, I talk to Oliver JP Osborne, Founder, Consultant and market research expert.

We cover powerful ground here, including:

• What is an “orientation” in this context?
• How to drive revenue with customer orientation

• What is market orientation?

• How else can you be oriented?

• How do you do market research at different budget levels?

• How to innovate in the context of market orientation (common objections to research and Steve Jobs and Henry Ford)

Connect with Oliver: https://www.linkedin.com/in/oliver-j-p-osborne/

Connect with me: https://www.linkedin.com/in/braeden-matson/

There's been a lot of claims about "brand awareness" lately that are incorrect.

In this episode I go deep on:

• What awareness actually is

• Aided vs. unaided

• Awareness, salience & mental availability

• Awareness & demand creation

& more.

Connect with me: https://www.linkedin.com/in/braeden-matson/

In this episode, I speak to John James, founder, consultant, speaker & marketing leader.

We cover a lot of very useful ground:

• What a Brand is & fundamental terminology
• How to put strategy in place based on ARR and the importance of focus
• The 95:5 rule
• ROI vs. Financial payback
• Why CEP & audience research is absolutely critical to success
• How CEPs and Segmentation are the same thing if done right
• Why you should target

Connect with John:

LinkedIn

Connect with me:

LinkedIn

In this episode, I go deep and practical on:

• What mental availability is
• What mental market share is, how to measure it and why it matters
• What is a CEP?
• What is cued retrieval?
• How to find and prioritize CEPs
• How to use CEPs in advertising
• How advertising works
• How to budget for advertising

Connect: https://www.linkedin.com/in/braeden-matson/

Website: https://www.storybookmarketing.io/

Brand "vs" performance is the dumbest thing ever and needs to stop immediately. It has never been an either or, and they are not competing, antithetical forces.

They aren't Cain and Abel.

They are the same coin, deployed at the same time, in different proportions depending on where a business is at.

They work together to produce greater business effects and profitability than doing just one.

They are conceptually different and differently measured, and in fact work on different parts of the brain.

But they are together not only financially justifiable, but financially responsible.

Let's end the either or, it serves no one and creates confusion. If you're having trouble pitching the financial case to leadership, DM me and I may be able to help.

Connect:

• https://www.linkedin.com/in/braeden-matson/
• https://www.storybookmarketing.io/

It's possible to misapply the tenets of How Brands Grow, and CEPs vs. STP (segmentation, targeting & positioning) is not a versus after all.

Connect: https://www.linkedin.com/in/braeden-matson/

https://www.storybookmarketing.io/

This episode covers foundational things I didn't know for much of my career. By the end, you'll be ahead of most marketers; I guarantee it.

Expect to hear:

• What Marketing Is
• What Marketing Does
• Why Marketing Does It
• How Marketing is Measured

+ a final (what really should be) nail in the coffin on the ROI conversation.

Connect:

• https://www.linkedin.com/in/braeden-matson/
• https://www.storybookmarketing.io/

Come be a guest! DM me on LI.

Come holler:

https://www.linkedin.com/in/braeden-matson/

https://www.growthquotient.com/

Come holler:

https://www.linkedin.com/in/braeden-matson/

https://www.growthquotient.com/

Come holler:

https://www.linkedin.com/in/braeden-matson/

https://www.growthquotient.com/

My Guest:

https://www.linkedin.com/in/builderofwedges/

Come holler at me:

https://www.linkedin.com/in/braeden-matson/

https://www.growthquotient.com/

Come holler:

https://www.linkedin.com/in/braeden-matson/

https://www.growthquotient.com/

Come holler:

https://www.linkedin.com/in/braeden-matson/

https://www.growthquotient.com/

In this episode, I discuss why I've dispensed with the "brand & performance" dichotomy and what to use instead.

Give me a shout:

W: https://www.growthquotient.com/

LI: https://www.linkedin.com/in/braeden-matson/