Marketing is facing a crisis of credibility and alignment, as legacy systems and outdated KPIs have led to internal silos and a disconnect from revenue goals.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.

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.

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.

Jennifer Jurgens, CEO of 1BoldStep, shares how to reframe marketing as a core revenue function by focusing on measurable outcomes, fixing funnel bottlenecks, and driving customer retention.

From aligning with sales to applying Lean principles across the revenue cycle, Jennifer explains what it really takes to prove marketing’s value and earn a permanent seat at the table.

Conversation points:

• Why the marketing-to-sales handoff is where growth stalls
• The bowtie funnel: A smarter model for modern B2B
• How to prioritize content by identifying the biggest revenue gaps
• Why marketers must stop chasing leads and start solving sales problems
• What execs need to hear before they slash your budget
• How to align sales, marketing, and customer success for continuous improvement

00:00 - Why Retention Beats Acquisition: Revenue After The First Sale
00:57 - Introducing Jennifer Jurgens: Revenue-First Marketing Advocate
01:25 - Shifting Focus: From Marketing Metrics to Revenue Metrics
04:19 - The Long Game: Content Marketing & Sales Alignment
07:30 - Setting Realistic ROI Expectations for Content and Social
10:35 - Rethinking the Funnel: The Modern, Nonlinear Customer Journey
13:54 - Funnels, Side Doors & Buying Committees: Understanding Customer Behavior
15:36 - The Bow Tie Funnel: Cross-Sell, Upsell, and Retention
18:01 - The Pivot to Lean: Optimizing the Entire Revenue Cycle
20:41 - Building the Machine: Managing Expectations & Creating Sustainable Growth
24:17 - Sales & Marketing Alignment: Best Practices and Communication Protocols
27:44 - Where to Connect with Jennifer Jurgens & Final Thoughts

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.

In this special internal episode, A. Lee Judge and Marc Raco from Content Monsta unpack how companies can build content engines that deliver consistent visibility, authority, and demand—without burning out their teams.

They reveal why framing matters when selling marketing initiatives internally, how to build a content engine from expert conversations, resulting in multiple formats and a steady cadence of content creation.

Conversation points:

• The difference between a content engine and a visibility engine
• Why “raw material” is your most valuable marketing asset
• Get budget! How to frame marketing projects around benefits, not features
• Strategies for turning one conversation into dozens of content assets
• Why regular cadence (like podcasts) builds consistency and momentum

0:00 - Intro: Framing the Conversation on Content Engines
0:42 - What is a Content Engine? Evolution of Content Strategy
2:37 - Content Engine vs. Visibility Engine: Defining Your Mission
5:07 - Real-World Example: Leveraging Expert Interviews
8:17 - Naming & Framing Raw Content: Getting Internal Buy-In
10:53 - Selling Content Creation Internally: Focus on Benefits, Not Features
14:10 - Building Output: Multi-Format Content from a Single Session
18:08 - Shifting Mindsets: From “We Want a Podcast” to Content Ecosystem
20:09 - Repurposing Content: Long-Form, Mid-Form, Shorts, Podcasts, and Articles
21:40 - The Value of Cadence: Keeping the Engine Running
23:55 - Capture What You’re Already Doing: Internal Conversations as Content
25:32 - Final Advice: Framing Content Engines for Approval & Success

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.

Pam Didner, B2B marketing expert and author of The Modern AI Marketer, joins A. Lee Judge to break down why prompting, automation, and AI-driven workflows are now critical for marketers.

She shares practical frameworks for individuals, teams, and enterprises - and explains why focusing on workflows (not tools) is the key to staying competitive.

If you want real-world strategies to future-proof your marketing career in an AI-first world, this conversation is essential.

Conversation points:

• Why prompting is now a core skill for marketers (not just a tech thing)
• How to automate repetitive marketing tasks with AI
• Scaling AI across marketing teams without creating chaos
• Why chasing AI news headlines wastes time, and what to focus on instead
• How Copilot, ChatGPT, and enterprise AI tools fit into future workflows
• Practical frameworks for evolving your marketing career with AI

0:00 - The AI News Overload & Introduction to Guest Pam Didner
1:51 - Pam's New Book: AI for the Modern Marketer
3:46 - B2B Focus & Who the Books Are For
4:39 - Is Prompting Now a Core Marketing Skill?
5:20 - Will Prompt Engineering Become a Marketing Job?
8:12 - Scaling AI in Marketing: Individual, Team, and Enterprise Levels
12:40 - Frameworks for Implementing AI & Marketing Workflow Automation
15:41 - Automating Repetitive Tasks vs. Human Creativity
19:25 - How to Keep Up (or Not) with the Rapid Pace of AI
24:08 - Copilot vs. Other LLMs: Enterprise AI Tool Choices
28:26 - Final Book Overview & Where to Connect with Pam

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.

Best-selling author Mark Schaefer shares how marketers can thrive in AI by leaning into what machines can’t replicate: creativity, community, and courage.

Drawing from his latest book Audacious, Mark breaks down how to create standout content, build trust through word-of-mouth, and foster shared experiences that make your brand unforgettable. 

Grab a copy of Audacious by Mark Schaefer here: https://amzn.to/44zPOpO

It’s about finding your edge as a human.

Conversation points:

• Why “competence” is the most dangerous place to be
• The 3 ways to disrupt your marketing story (without a huge budget)
• How to create content that feels like art—not just output
• Why word-of-mouth is your most overlooked growth strategy
• What “collective effervescence” means—and how it builds community
• How boldness, personal brand, and belonging keep marketers irreplaceable

00:00 - The Power of Word-of-Mouth & Why It's Overlooked
00:32 - Why "Boring" Marketing is the Default
01:33 - Overcoming Fear & Pushing the Limits in Marketing
03:35 - Disruptive Marketing: Standing Out with Small Budgets
05:12 - Case Studies: Telling Stories in New Places
06:26 - Disrupting the Narrative & Breaking Marketing Taboos
07:15 - The Decline of Trust in Brands & The Rise of Word-of-Mouth
10:32 - Creating Shared Experiences & Collective Effervescence
13:31 - The Loss of Shared Culture & Music as a Metaphor
15:39 - How AI is Shaping Content Bubbles (and Business Opportunity)
18:04 - Human Connection, Art, and Content in an AI World
22:39 - Community, Personal Branding, and Belonging
28:43 - Measuring Audacious Marketing & Creating Impact
33:13 - Wrap Up: Key Takeaways, Mark’s Books, and Where to Connect

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.

Drew Neisser, author of Renegade Marketing and founder of CMO Huddles, shares what he’s learned from interviewing hundreds of top CMOs. He reveals how the best marketers earn trust in the C-suite, build real influence, and prove marketing’s value through smart business alignment.

From building pricing power to reshaping internal messaging, Drew explains how today’s marketing leaders can do more than drive leads—they can shape strategy, revenue, and long-term brand value.

Conversation points:

• How to shift marketing’s perception from expense to investment
• Why great CMOs focus on CFO buy-in and shared strategy
• The power of pricing as a measure of brand and marketing strength
• What “team selling” really looks like in modern B2B
• Why AI shouldn’t speed up your junk—it should support your strategy
• The one CMO mindset shift that changes everything

0:00 - Introduction to Content That Resonates
0:22 - Welcome and Overview with A. Lee Judge
1:15 - Insights from CMO Huddles
3:28 - Internal Marketing Strategies
4:47 - The Importance of Shared Vision
6:43 - Understanding the Time Frame Lag in Marketing
10:23 - Managing Pressures in the ChatGPT World
14:09 - Addressing Sales and Marketing Alignment
19:57 - Importance of Pricing Power
26:35 - Content Creation Efficiency
28:04 - AI Integration in Marketing Operations

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.

Nancy Harhut, author of Using Behavioral Science in Marketing, breaks down the psychology behind consumer decision-making and how marketers can apply these insights to drive action. She reveals how small, science-backed tweaks in messaging, design, and pricing can dramatically increase conversions.

From the power of social proof to the influence of scarcity and authority, Nancy shares how behavioral science can make your marketing more persuasive, effective, and profitable.

Conversation points:

• How behavioral science influences consumer decision-making
• Why people follow the “magnetic middle” in pricing psychology
• The power of scarcity, urgency, and exclusivity in marketing
• How social proof and authority drive higher conversions
• Behavioral science tactics that every marketer should test
• The ethical line: Motivating vs. manipulating customers

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.

Joe Pulizzi, the "Godfather of Content Marketing," shares how businesses and creators can build sustainable, revenue-generating content brands.

From monetization strategies and employee-driven content to the impact of AI on content creation, Joe unpacks what’s working today—and what’s next for content entrepreneurs.

He also explores why most companies underutilize their employees as brand advocates, how to diversify revenue streams, and the biggest missed opportunities in content marketing right now.

Conversation points:

• Why content creators need multiple revenue streams to succeed
• How AI is changing content creation and marketing strategy
• Why brands should empower employees as content creators
• How to pivot when your content strategy needs a refresh
• The key to sustainable content businesses and personal brands
• Why networking and live events still matter in the digital age

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.

Sandy Carter, COO of Unstoppable Domains and a leader in AI, blockchain, and next-gen marketing, breaks down how emerging technologies are reshaping the way businesses connect with customers.

From the impact of AI on SEO and content marketing to the growing role of blockchain in trust and privacy, Sandy shares insights from the World Economic Forum and beyond.

She also dives into AI-powered agents, the evolution of marketing automation, and why marketers need to adapt quickly to stay ahead in a rapidly changing landscape.

Conversation points:

• How AI is changing SEO and search behavior
• The rise of AI-powered agents and their impact on marketing
• Why blockchain is the next big thing for trust and privacy
• The intersection of AI, marketing, and automation
• How brands can adapt to decentralized AI and tokenization
• Practical ways marketers can future-proof their careers

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 - A leading producer of B2B Content.

B2B buyers are changing, and trust in brands is at an all-time low. Aaron Hassen, co-founder of AH Marketing, breaks down why traditional marketing strategies are failing and what businesses must do to stay relevant.

From building bold brands to navigating the shift toward informal, trust-driven engagement, Aaron shares insights on what it takes to capture attention and create demand.

He explores why businesses struggle to balance brand and demand generation, how executives consume content more like everyday consumers, and why human-centric marketing is the key to winning trust.

Conversation points:

• Why B2B buyers distrust brands more than ever before
• The rise of informal, human-centered marketing
• Why bold brands stand out in an AI-driven content overload
• The shift from logical to emotional marketing in B2B
• How demand generation and brand building must work together
• The power of influence, dark social, and digital word-of-mouth

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 - A leading producer of B2B Content.

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.

Marcus Sheridan, author of They Ask, You Answer, breaks down the evolution of content marketing and why trust is the ultimate competitive advantage.

From turning his struggling pool company into the most trafficked swimming pool website in the world to helping businesses become industry leaders, Marcus reveals the strategies that drive real business growth. He explains why traditional sales tactics are failing, how buyer behavior has changed, and what companies must do to stay ahead.

He also shares the four pillars of a trusted brand, why transparency—especially around pricing—generates the most leads, and how self-service tools are reshaping the buyer’s journey. This episode is packed with actionable insights on creating content that builds authority, earns trust, and turns prospects into customers.

Conversation points:

• Why 80 percent of the buyer’s journey happens before they talk to sales
• The biggest mistakes companies make in content marketing
• How pricing transparency increases conversions and builds trust
• The role of video in creating a known and trusted brand
• Why self-service tools like pricing estimators can triple lead generation

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 - A leading producer of B2B Content.

AJ Wilcox, founder of B2Linked, breaks down the complexities of LinkedIn advertising and shares expert insights on making the platform work for your business. 

As one of the world’s top LinkedIn Ads specialists, AJ shares solutions to the challenges of high costs, targeting the right audience, and structuring campaigns for maximum ROI. From understanding LinkedIn’s unique ad ecosystem to building multi-stage funnels that nurture leads effectively, this episode is packed with actionable strategies for marketers looking to leverage LinkedIn Ads without breaking the bank. 

AJ also shares his journey from SEO to paid media, his experience running LinkedIn’s largest ad account, and why personal brand ads are now outperforming traditional company ads.

Conversation points:

• The key differences between LinkedIn Ads and other paid media platforms
• How to balance targeting precision with ad cost efficiency
• The power of Thought Leader Ads and why they outperform company posts
• Building a multi-stage funnel for LinkedIn Ads success
• Budgeting smartly: How much you really need to spend to see results
• Avoiding common LinkedIn Ads mistakes that drain your budget

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 - A leading producer of B2B Content.

Wil Reynolds, founder of SEER Interactive, gets real on the rapidly evolving landscape of digital marketing. 

Wil shares his unique perspective on navigating the AI revolution, the importance of continuous learning, and why marketers need to adapt quickly to survive. From practical advice on mastering LLMs (Large Language Models) to building authentic influence through valuable content, this episode delivers actionable insights for marketing professionals at all levels.

Wil also shares the inspiring story behind SEER Interactive's founding and his commitment to community impact, demonstrating how business success and social responsibility can coexist, along with other valuable lessons on innovation, authenticity, and the future of marketing.

Conversation points:

• Practical approaches to learning AI tools
• The changing landscape of SEO and search
• Building genuine influence in the digital age
• The importance of data integration across marketing channels
• Balancing business growth with community impact

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 - A leading producer of B2B Content.

Rand Fishkin, founder of SparkToro and former co-founder of Moz, takes us through the evolution of digital marketing. 

From the concept of "zero-click marketing" to why traditional traffic-focused metrics are becoming less relevant in today's digital landscape, the conversation explores how major platforms are keeping users within their ecosystems, making it harder to drive external traffic, and why marketers need to adapt their strategies accordingly. 

Fishkin also discusses SparkToro's approach to audience research and provides insights on measuring marketing success in an era where direct attribution is increasingly challenging. 

Conversation points:

• The shift from traffic-based marketing to influence-based marketing
• How to measure marketing success without traditional click metrics
• Understanding audience behavior through SparkToro's data analysis
• The impact of AI and language models on marketing analytics
• Modern approaches to content marketing and audience engagement

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 - A leading producer of B2B Content.

In this episode, Bernie Borges and A. Lee Judge explore leveraging a podcast for B2B business development, covering practical podcasting formats, recruiting the right guests, effective interviewing, editing, and promotion.

Bernie gives additional insight into his role as the Vice President of Global Content Marketing for iQor, his podcast host roles for iQor's Digital Irresistible podcast, and his podcast titled Midlife Fulfilled.

Conversation points:

• Tips to improve podcast reach and audience engagement
• Benefits of networking with other podcasters
• Editing techniques for podcast spacing
• Podcast formats and effective interviewing techniques
• Platforms for advertising podcasts and turning guests into prospective clients
• Editing content and the importance of a website for SEO
• Subscription for a podcast and distinguishing solo shows, interview-style podcasts, and narrative format

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Gini Dietrich and A. Lee Judge dive into both Marketing and PR to discuss the intersections of the two and if they are perhaps growing into the same thing in the modern digital world.

Gini gives additional insight into marketing, public relations, digital media, and the PESO model.

Conversation points:

• PR vs Marketing - Is there a difference in a digital landscape?
• Proving PR and Marketing efforts in the bottom line
• Video and Podcasting - Strong digital comms tools for businesses
• How digital media has changed PR
• The PESO Model to fuel brand reputation

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Darrell Evans and A. Lee Judge discuss all things marketing from revenue growth to working with agencies.

Darrell gives additional insight into marketing, sales, and business strategies.

Conversation points:

• The concept of “full-service” marketing agencies
• Growth Marketing as a service niche
• Interesting Marketing Strategies
• Small businesses becoming more digital and automated
• Local marketing and its difference from corporate/global marketing

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Brightcove CMO Jennifer Griffin Smith and A. Lee Judge discuss video format and platforms to use for content marketing.

Jennifer gives additional insight into two marketers' sayings, "Content is King" and "Every company should act like a media company", Jennifer's role and expertise as the CMO of Brightcove - one of the world's leading video platforms, levels of enterprise video platforms, and remote production.

Conversation points:

• Levels of Enterprise Video Platforms
• When to advance to the next level
• Every company a media company: Success examples
• Polished vs Quick but Effective is there a place for both for large enterprises?
• Remote Production - What have you seen in terms of its use? 

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast-listening platform.

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.

In this episode, Andy Crestodina and A. Lee Judge discuss the relationship between content marketing and web development.

Andy gives additional insight into web design vs web development, how to properly optimize a website, content marketing, and how educating his audience has translated into business value.

Conversation points:

• How has your generosity in educating your audience translated into business value?
• From a content marketing and web development standpoint - what do you say when you see a website, that is still more “brochure” than “content”?
• Can you talk to us for a moment about the difference and perhaps some of the misunderstandings that some companies may have about the difference regarding web design and web development?
• From your very expert opinion Andy, which would you rather have a website that wins artistic design awards or a website that has a high conversion rate?
• What is your general response when you have a potential website client, who is clueless about how a website works from a technical or conversion standpoint, so they only ask about aesthetic features?
• If your site is effective in driving business, what is your approach to addressing Google if it says that our site is slow or not optimized properly?
• Andy, of all of the helpful articles that you’ve written, does any particular article stand out as the one that had an unusual amount of feedback, engagement, or impact?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Brian Piper and A. Lee Judge discuss Web3, optimizing digital content, and more.

Brian gives additional insight into web analytics such as Google Analytics 4 and cookieless web, and the next industry-changing technology.

Conversation points:

• Web analytics (SEO, GA4, Cookieless web)
• Updating existing content (what are key points to hit, what not to touch)
• Web3
• Epic Content Marketing book and what to expect 

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

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.

In this episode, Chris Wallace and A. Lee Judge discuss the parallels (and even co-dependency) between marketing and customer experience.

Chris gives additional insight into branding, sales, marketing, and corporate leadership.

Chris also shares how companies can better align the strategies of the board room with the daily execution at the front lines.

Conversation points:

• Can you give us your definition of the front line and how it relates to the customer experience and marketing?
• When a company is able to glean data from customer interactions, how can marketers use this data to guide their go-to-market strategies?
• What are some initial steps that an organization can do to help connect “those closest to the customer experience” to “those who make the business decisions”?
• In your experience, how can internal members of an organization contribute to brand lift by showing up “themselves” in the company's branding and messaging?
• Share with us some of your experience with the value and effects of internal marketing and branding.
• I believe your team has some methodology in measuring alignment, so can you give some insight into how we can measure the sales and marketing gap and perhaps how we can begin to reduce that gap?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Mark Kaigwa and A. Lee Judge discuss the nuances between digital marketing in Africa compared to a global perspective.

Mark gives additional insight into the advantages and disadvantages of digital marketing in Sub-Saharan African mobile marketing trends, social media, storytelling, content marketing, social networks, and research.

Conversation points:

• On the Nendo website, it says that “Nendo started from a desire to see a gap fulfilled - Insights published about Africans by Africans in Africa.” Tell me more about that.
• Comparing to a global perspective, what are the nuances that make marketing in Kenya or Africa different?
• What should the marketers mindset be going into this year?
• Mark, you had a video series going called Digital Africa. What happened to it?
• How can a marketer be a better ambassador internally, within their company to drive their digital initiatives?
• In your agency, you show a strong emphasis on research and data, but also have creative services. If you had to choose which one should be most important to marketers, which would it be?
• What trends or changes should we keep our eyes on going through 2022?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Ahava Leibtag and A. Lee Judge discuss the importance of niche marketing and creating content that communicates to your audience clearly.

Ahava gives additional insight into the advantages and disadvantages of hiring a specialized marketing agency, content strategy, content marketing, digital communications, and podcasting.

Conversation points:

• What is the story behind your choice to focus on a particular industry?
• From the standpoint of a marketer looking to hire an agency for content marketing, what are some of the advantages and disadvantages of hiring a specialized marketing agency?
• When an organization needs to “start” with written content, what are your tips on guiding their marketing agency to produce text in a voice that represents their expertise?
• What are your thoughts on how Marketers should be considering video as a part of their marketing mix?
• What about Podcasts? Is this something that all marketers should be considering, or do you think there are cases where podcasting might not be ideal?
• What advice would you give marketers who struggle with creating great content, when at the same time they are in a very regulated industry?
• Tell us your latest thoughts on how marketers can optimize the repurposing of their new or existing content.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode Zontee Hou and A. Lee Judge discuss B2B marketing and how businesses are figuring out how to implement B2B video into their marketing strategy.

Zontee also gives additional insight into B2B marketing through her years of experience as the founder of Brooklyn-based digital marketing agency Media Volery, head of strategy for Jay Baer's Convince & Convert, and a professor in the graduate programs at Columbia University and the City College of New York.

Conversation points:

• Between lecturing, leading strategy at Convince-&-Convert, and operating your agency - how do you do it all?
• Do you think B2B has caught up on the idea of video? And what do you think still holds some companies back?
• For those companies that are getting video right, who within those organizations tend to be the drivers behind the organization doing more video?
• With your experience in podcasting, do you think businesses that are not podcasting are missing an opportunity to reach an audience - OR - is it just another channel to consider?
• If a marketer wants to create data-driven content to attract customer engagement, where are some of the places they should start?
• What are some of the types of data that work best in content to drive content downloads and backlinks?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode Mark Schaefer and A. Lee Judge revisit the idea of personal brand in 2022 and how businesses are figuring out how to harness personal brands. 

There is an opportunity at a corporate level to benefit from personal brands. How does a company establish a personal and human voice?

Mark also gives additional insight from his recent book Cumulative Advantage a book on how to build momentum for your ideas, business, and life. 

Conversation points:

• Tell us about your new book, The Cumulative Advantage. Why and how does it relate to marketing?
• How can we apply the knowledge from your book to business and marketing? For example, in the book you discuss having advantage. Some maybe don’t recognize that they have an advantage, but if they do recognize that, how do they build upon it?
• How to innovate yourself enough to put yourself out of business, meaning how to have/offer the next thing your customers need to fulfill their needs. 
• In your recent book, you discuss unfair advantages and while reading the book I noticed these unfair advantages were actually privileges. People don’t like to acknowledge privilege and in your book you don’t avoid it. You address it and avoid the controversy, but you didn’t avoid the existence of it and I commend that. Tell us more about that.
• If I were to summarize your books, they all incorporate marketing and personal branding. What do you think about the idea of being known today in 2022 and how has it changed? How have the ideas of having a personal brand changed?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Sangram Vajre and A. Lee Judge discuss the importance of B2B marketing.

Sangram Vajre and Lee chat about sales and marketing alignment, Sangram's MOVE framework, and how organizations should facilitate their Go-To-Market strategy. Plus other insights into the realm of the Business of Marketing.

Sangram Vajre shares his expertise on B2B Marketing, Startup Culture, Marketing Technology, and Sales & Marketing Alignment.

Conversation points:

• What are the forces supporting the crusade to align Sales and Marketing?
• What would you say are some of the biggest forces working against Sales and Marketing alignment?
• What are the metrics that most companies are focused on and those effects on Go-To-Market?
• Can you give us a brief journey of some of the notable ventures and communities that you have created? 
• Tell us about Move: The Go To Market Podcast.
• About the name of the show and the MOVE framework, what does the acronym MOVE represent?
• Would you ever consider starting a service business? And If so, could you apply MOVE to a service business?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Ardath Albee and A. Lee Judge discuss the importance of a B2B digital marketing strategy and content.

Ardath Albee discusses her business management and marketing experience in helping B2B companies use digital marketing strategies and compelling content to turn prospects into buyers.

In this episode of the Business of Marketing podcast, Ardath Albee and I chat about how B2B organizations should think about personas, the type of content B2B companies need to create, and how they can be more relatable through strategic content.

Conversation points:

• How should B2B organizations think about personas today and how it may differ from what they may have done even 5 years ago?
• When we were heading into the recession in 2009, did you see companies pull back on marketing or did they dig in deeper with their marketing efforts? And is now the time for companies to shift more budget to marketing?
• Ardath, you work with B2B organizations on their strategy and when it comes time to talk about content, what is the door-opener for convincing the traditional C-Suite that the long game of Content Marketing is worth it?
• Can you speak to some of the ways that even B2B companies can become more human and relatable to their customer in order to “Pull” interest rather than “Push” products and services?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Rand Fishkin and A. Lee Judge discuss digital marketing, SEO, audience research, and more!

Rand Fishkin shares his expertise on how to attract the right audience by creating content that converts and shares tools that every marketer should be utilizing for the best ROI.

In this episode of the Business of Marketing podcast, Rand Fishkin and I discuss how using specific software tools and research can help marketers create the right content to attract an audience and/or find the right audience to send content to.

Conversation points:

• You went from a Blog, to a Consultant, to a Software Business. So, take us back to 2003 and SEO Moz and tell us about the journey to Spark Toro.
• Is this still the most popular topic that you are asked to speak about and are there things more important that marketers should be thinking about right now?
• Can you share with us a couple of the reasons our content strategies may not be working today?
• What do you think are some of the best ways to determine the impact of long-form content like podcast audio?
• Tell us more about why SparkToro and/or "this" type of discovery is useful and who is the tool targeted toward?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Neal Schaffer and A. Lee Judge discuss digital marketing and marketing leadership, and the connections needed between the two.

Neal Schaffer shares his expertise on how he serves to help businesses through uniquely innovative, data-driven, and Digital First approaches to marketing.

In this episode of the Business of Marketing podcast, Neal Schaffer and I discuss the meaning of a Fractional CMO, the difference between social and digital marketing, and the lessons CMO's need to learn to run a better marketing organization.

Conversation points:

Neal, later on I want to get into talking about becoming a Fractional CMO and what that is, but first I want to learn about your background in social and digital marketing.

So please share with us how your experience in social led into Digital Marketing, and how that supports your approach to helping businesses today.

Neal, as someone who has studied social for years from a business standpoint. I’m sure you’ve seen a lot of evolution in both the “view” of the importance in social media as well as the technology stacks behind it.

For the marketers listening, which do you think is most important to understand... The “WHY” portion of social - OR - the more technical (and always changing) “HOW” to do social?

There was a time when Social and Digital could be interchangeable when talking about Marketing. And while Social is a “part” of Digital, they are not the same.

Do you think some organizations still struggle to separate the two?

Neal, let’s talk a bit more about your role as a Fractional CMO.

In what kind of situations might an organization be when they look for a Fractional CMO as opposed to having someone in-house?

Earlier I mentioned that (in my opinion) the best CMO’s have a strong technical background that is paired with leadership skills and experience.

Which do you see companies lacking the most in their CMO’s? Understanding of how to lead a Marketing organization - OR - understanding the technical aspects that are critical to today's digital landscape?

Let me ask you, on a scale from 1-10, when you get the chance to peer inside of a mid to large size company to examine their digital marketing maturity:

Where would you say most companies think they are (on a scale of 1-10) versus where they actually are on that scale?

Neal, we both regularly have large speaking engagements, and I know you do a lot of Keynote speaking around the world.

For me, I get some of the best questions from people when they approach me just after I walk off stage.

Can you share with us any interesting moments or regular questions that you have received after giving a keynote?

Well Neal, I am tremendously grateful for your time and insights today. Before we go, please tell us where to find you, your blog, your books, and maybe even catch you speaking.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Kathy Klotz-Guest and A. Lee Judge discuss being authentically you, content creation, marketing strategies and more.

Kathy Klotz-Guest shares the importance of being yourself and using improv as a marketing strategy to create engaging content and build reputable relationships.

In this episode of the Business of Marketing podcast, Kathy Klotz-Guest and I talk about how to “Keep It Human”, get past “Business Boring” and creating engaging content.

Conversation points:

Kathy, I love it when I see people who have been able to bring their whole selves, (including their natural talents and passions) to the business world.

Tell me about your journey in bringing Improv Comedy into your lessons in business and marketing strategy.

Help me paint this picture Kathy… You meet with a stiff, over-jargoned executive team. That team has been tasked with being a part of the content creation process by being the experts in audio and video content.

You know that they and their company culture is a bit boring. Where do you start?

Kathy, I’ve worked for some very, very conservative global organizations. So conservative that, showing that you have a unique personality can be seen as unprofessional.

How does one be more human and show more color in their personalities without crossing the line?

I was in Israel a few years ago and saw a billboard ad for English lessons. It had a picture of Samuel L. Jackson with his famous line from Pulp Fiction saying… “English Motha F... Do You Speak It!?”

This is how I feel when I’m in some business meetings.

When it comes to being more human in Branded Content, what do you say about Jargon?

Kathy, we’ve both been involved with teaching Content Marketing for a while and you have a book with a title that I love, ““Stop Boring Me!” How to Create Kick-Ass Marketing Content, Products and Ideas Through the Power of Improv.””

Tell us about the book.

Kathy, it's been a pleasure chatting with you, but before we go, please tell us where we can find you online and even more fun, in person at one of your improves.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

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.

In this episode, Guy Kawasaki and A. Lee Judge discuss podcasting, launching businesses and more.

Guy Kawasaki shares insight as to how he became known as the remarkable marketer and a chief evangelist.

In this episode of the Business of Marketing podcast, Guy Kawasaki and I talk about launching businesses, disruptive technologies, and how to land dream guests on your podcast.

Conversation points:

To start out Guy, rather than an origin story, tell us about 2 or 3 of the biggest groundbreaking technologies that you were a part of before they broke ground.

You popularized the title “Chief Evangelist” and I’ve heard you describe an evangelist as someone who “brings the good news”.

Share with us more about what that role looks like and why any company would need to have a Chief Evangelist.

Taking what you’ve shared about being a Chief Evangelist, and looking at your work in Social Media, I want to talk a bit about Executives and Social Media.

In most business organizations, there seems to be this struggle when it comes to “who can really speak freely on social media” about the product. Executives are too conservative, Salespeople are too salesy, and the most creative people in Marketing aren’t empowered or trusted to be vocal.

Would you say that this challenge is best solved by having an Evangelist to bridge this gap?

Guy, you’ve seen a lot of world-changing technologies go from “crazy ideas” to “proven technology”.

As an investor, how does that shape the way you see new ideas and unproven technology when it’s presented to you today?

In most cases, I am a proponent of function over form. While at the same time I am a big Apple fan. Ironically, I’m worried right now that my mouse might go dead on me because I can’t charge it and use it at the same time because the darn plug is “under” under the mouse!

You must have heard the reasoning behind some of the form over function reasoning at Apple. Can you tell us any stories or share views behind that?

Let’s talk about Canva for a bit.

I’ve a lot of creative jobs in my career, I was a professional DJ, a web designer, a graphic designer, and an audio producer. With creative content, generally, the end-user could care less how it was made.

But, in each of those professions, you’ll find hard-core platform purists. People who insist on doing things the “traditional” way and say you’re not “professional” if you don’t use the industry-standard tools.

Then eventually, you’ll also see an inflection point where technology makes every creator bend to the new way of doing things.

How does a disrupter like Canva speak to those purists?

I want to ask a question for our entrepreneur and start-up listeners.

I often hear from my investor friends, that they are rarely (if ever) interested in Service-Based companies for “scalability” reasons, unless they have “productized” their service.

What can Service-Based companies learn from Product Based companies in regards to scaling and becoming more investable?

Guy, I want to step a bit deeper into learning about your personal experiences, because there is so much wisdom there.

I just purchased your book Wise Guy, so if I ask about something in the book feel free to mention “It's In the Book!” ok?

You’ve seen more, done more, and can drop names with the best in the world. Yet, when you speak, you seem to be the most humble modest person. In fact, I’ve heard you say “I’m no big deal”.

Is it just your personality or do you have a methodology for staying grounded?

Every time I read a self-help or inspirational book, I’m reminded of something that my Dad taught me. Either through a story or by example.

He once told me that if he lost it all today, he would recover in a short amount of time. I asked him for an example: He said, "Ask someone if you can rake their leaves from their yard with their rake. When they pay you, then you buy your own rake, then you rake enough yards that you need to hire your friend, next thing you know you have a landscaping company."

I’ve heard mention of how hard-working your father was. Can you tell us about how any of his lessons may impact how you operate today?

Guy, it seems that you’ve made a lot of successful pivots in life. From leaving Apple, to writing and becoming a successful speaker, and numerous startup ventures.

Can you tell me some of the signs or signals that you’ve received throughout your life that encouraged you or let you know it was time for a pivot?

Guy, the most fulfilling thing about doing this podcast is being able to share (with my audience) the lives, insights, and stories of people like you, and I know that podcasting is one of your most recent endeavors.

I heard you say ‘I was born to podcast!’ but very few people have a contact list of Remarkable People to reach out to for these conversations, so please tell us about your podcast and your goals behind it.

As we begin to wrap up here, I want to give my listeners a peek behind the curtain here. So this question is a bit “meta” I evangelize that business people should be the content that other business people consume.

So, my way of creating content is having conversations with business leaders like you and sharing that with my audience. So I asked my assistant to reach out to you. I would say that you have mastered “Showing up” and being the content that others consume.

But from your standpoint, what moved you to agree to join me in this conversation?

Well Guy, I am tremendously grateful for your time and insights today. Would you like to share any final words about your most recent endeavors?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Jay Baer and A. Lee Judge discuss podcasting, personal brand strategies and more.

Jay Baer shares his secret to sustaining a phenomenal personal brand over the decades.

In this episode of the Business of Marketing podcast, Jay Baer and I discuss B2B podcast tips, personal brand strategies, content marketing, and Jay's business - Convince and Convert.

Conversation points:

Jay, can you tell us about your personal brand and the work behind it?

I’m sure that a lot of your business, especially your tremendous speaking career has come because of your personal brand.

What do you say to business professionals (in any industry) who want to increase their personal brand, but haven’t yet taken the steps to create content for that brand?

Jay, you’re the founder of the marketing firm, Convince and Convert. The listeners might ask me.. “Why would I bring a leader of another agency onto my podcast?”

And I’ll tell you exactly why... Jay is one of the leading minds in Marketing, the first time I saw Jay he was commanding the stage at a major marketing conference. And most of all, my goal in this podcast is to bring and share knowledge with marketers. Jay is absolutely an expert that I respect.

Through your years operating Convince and Convert, have you seen a change in the way businesses view content marketing? And have there been milestones where this change may have accelerated?

I want to talk about two quotes, one is yours and one is from our friend Andy Crestodina.
Yours is one that goes back to something like 2014 where you stated "Content Is Fire, Social Media Is Gasoline" and Andy more recently said "The best content doesn’t win. The best promoted content wins."

So to put those together, the biggest “content fire” is the one that gets the most social media fuel. Right?

Jay, both of our companies, yours being Convince and Convert, mine being Content Monsta have produced a lot of B2B podcasts. Speaking from my experiences, I've seen some podcasts with the best content almost flatline, while some with mediocre content skyrocket. And the clearest distinction is their promotion.

What advice do you give for podcast promotion?

I’ve got a really open-ended question for you here and I know there are some “It Depends” in here, but given the hundreds of podcasts you’ve done I want to see how you approach this. The simple, but loaded, question is…

What makes a good B2B podcast?

In the early 2000’s, a company I owned built websites and the question for many businesses then was: “Do we really need blog articles?”

Well, we know now that they’re essential. Then it was video…. And again, now it has become essential for a content strategy.

I think we are heading in that direction for audio content like podcasts. What do you think Jay?

Before we go, I want to make sure that the listeners can find an opportunity to hear you speak in person. You’re one of the best and I encourage business leaders and marketers to hear from Jay.

What’s coming up on your calendar in the near future?

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Nick Westergaard and A. Lee Judge talk about brand-building marketing strategies.

Nick gives us the questions to ask and guides us on the journey to build a better brand.

In this episode of the Business of Marketing podcast, Nick Westergaard and I discuss building a brand from the ground up and utilizing the right strategy to ensure you tell the best story about your brand. Building this story starts with asking yourself the right questions.

Conversation points:

Nick, I’m going to start off with a soft-ball... Mainly because you have just recently written about this.

Speaking of BRANDS, you wrote an article addressing what you think are “Two questions to ask about your brand”. The two questions are “Where are you now?” and “Where do you want to be?”

1. Starting with “Where are you now” you present 3 guideposts. Share with us these three and how we can apply them to our brand.
2. Ok, now “Where Do You Want to Be?” What are 3 points to consider here?

Nick, we’ve experienced small companies that manage to have huge brands, while we also know of large organizations that despite their size and history, struggle to benefit from ‘brand’.

This, to me, takes money out of the equation.

3. So for an organization that blames budget on their lack of brand, what do you say to them?

Let’s talk Business Brand vs Personal Brand.

Neil Patel (a very successful and well know marketer) said that he regretted placing his personal brand out front, rather than his business brand.

You and I both have websites for our companies and websites for our personal brand.

4. Have you ever struggled to decide which is most important or which should come first?

Nick, everyone wants to find some shortcuts. And there must be some in Branding.

5. Are there any branding hacks? If so, do brand hacks stick?

To wrap up, I want to talk about some of the ways that startups and individuals go about building their brands.

For smaller companies and startups, LinkedIn, Facebook, Instagram, etc. seem like good starting points. But, as our friend Joe Pulizzi says, don’t build on rented land. He’s typically referring to content, but some organizations build their whole brand on rented land!

6. When new brands don’t have much of a platform for themselves, what are some of the things they should consider while building their brands on rented land?

Lastly, Nick, I am tremendously grateful for your time and insights today. I know you do a lot of speaking, have some great books, and a successful podcast, so please tell us a bit about them and how to find them before we go.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Joe Pulizzi and A. Lee Judge discuss all things content marketing.

Learn how Joe Pulizzi has evolved on his content marketing journey.

In this episode of the Business of Marketing podcast, Joe Pulizzi and I discuss the meaning of the Content Entrepreneur,  Joe's businesses - the Tilt and the Content Marketing Institute, and his upcoming event - the Creator Economy Expo.

Conversation points:

Briefly share with us, your journey in and out of the Content Marketing Institute, your books, and where you are today.
 
In 2017, I was a B2B Marketing Director by day. By night and for the previous years since high school, I loved creating media. From video, to audio, to written content.

I never considered bringing those two worlds together until people like Gary Vaynerchuck and Yourself Joe, began to explain how valuable non-advertising content was to business.

As a result, I launched Content Monsta, my content production agency. Then in 2018, I went to Content Marketing World and thought “I’ve found my tribe!” And I’ve spoken there every year since.

So, speaking of “Tribe” Joe, you built an amazingly connected community through that event. Is there any secret sauce to building a community like that?

You mentioned in your email this morning a conversation with our friend Mark Schaefer regarding “Audience vs Community”.

Last fall I had to honor of hanging out with you and your wonderful wife Pam after Content Marketing World, and you introduced me to the term “Content Entrepreneur".

Once again Joe, you delivered a term that gave me clarity to what I was already doing.

So, please expand on what you mean by Content Entrepreneur.

I want to be sure to mention that you have a research paper on Content Entrepreneurs.

Linked here, but also tell us where that research can be found.

In that research on Content Entrepreneurs, were there any surprises to you? Or things that might surprise many?

Joe, you’ve been so focused on Content Marketing for a while now, long enough to see some evolution.

What have you seen change in regard to the forms of content being produced and perhaps have become more (or less) effective for business purposes?

You have several podcasts that you are a part of. What do you say to businesses that are just now considering podcasting?

Now Joe, let’s get into your latest ventures.

And if it sounds like I’m giving Joe the floor to do an all-out promotion… I am. And I’ll tell you why.

Because behind all of this business, I know that Joe’s a great human being, plus he gives so much, that I want to do my part to return the blessings in his direction.

So Joe, I want to know about the Tilt, the Tilt Coin, AND how you’re using Tilt coin for your new event - the Creator Economy Expo.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

In this episode, Seth Godin and A. Lee Judge discuss confidence, creativity, and focus.

How does Seth Godin express thoughts with such confidence that they become quotable?

In this episode of the Business of Marketing podcast, Seth and I talk about delivering thoughts with confidence, the definition of marketing, and some of the things that marketers might be getting wrong today.

Conversation points:

How does Seth Godin describe himself?

I share how I didn’t realize that Marketing was a thing until I realized that I wasn’t good at selling.
It is at the root of when the idea of Marketing became clear to me.

Seth shares his views on the definitions of marketing and delivers some gems that all marketers should hear.

As Marketers, we have to build target audiences by using demographics, firmographics, even psychographics.
What are some of the ways that organizations might miss the mark on their targeting?

I ask Seth, "with you being someone who has written so many books and is held in such high regard by many people… I want to understand your thoughts behind coming up with a concept or idea, and then standing behind that idea until it's one that your peers begin to quote and people begin to write about."

Seth also helps me to understand how does one gains such confidence in your own thoughts that you are able to deliver those thoughts as something that is worth becoming quotable?

Seth has opinions and viewpoints that he is openly willing to share, so I ask him how does he accept that many people may claim that you’re wrong or will simply disagree?

Once upon a time, my mother asked me “when was I going to give up this creative phase?” My response to her was, “Mom, I will ALWAYS be an artist, but I promise you that I will not ever be a STARVING artist."

Lucky for me, I was able to build a growing business around my love for creating media. However, I still have one foot planted firmly and safely into corporate as an employee.

I ask Seth: "What do you say to creative people who may be holding back on their full potential because they are taking a safer route?"

One of the ideas from Seth Godin's recent book “The Practice” is: We become creative when we ship the work.

We discuss this idea as well as learn about Seth's long-running podcast, Akimbo.

A. Lee Judge is the host of The Business of Marketing podcast.
Please follow the podcast on your favorite podcast listening platform.

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.

Since about 2010, companies began to realize that their new storefront was their website. Since then, more customer relationships start on websites than any other channel.

The fun part is that Google runs the world and keeps us on our toes with attempts to satisfy the algorithms and to get our web efforts to reach the masses.

That’s why we need experts like today’s guest.

My guest this episode has consulted for various enterprises and well-known brands for over 10 years, while playing key roles within multiple agencies and solution providers in the inbound marketing industry.

Known to many as “SEO Steve” this Digital Marketer, is also a Multi-Location SEO Expert, an Adjunct Professor, and Author.

To share his insights on SEO today, I’m happy to welcome to the podcast, Steve Wiideman.

Conversation points:

Steve, I kept your intro brief, because I want to hear from you. Tell us a bit more about yourself and your journey into SEO. 

I want to ask you about 3 specific areas of SEO today Steve.

1. Local SEO vs Multi Location vs “no location”

2. Web Developers vs Web Designers and why it's important to know the difference

3. Content SEO

1. First Let’s start with Local SEO vs MultiLocation vs “no particular location”

• How does an SEO strategy differ between Local SEO and Multi-location SEO?
• What about SEO for services like products and web services where company location doesn’t matter?

2. Web Developers vs Web Designers

In regard to developers. A good developer understands how to optimize for Google’s constant changes.

• Can you give us an overview of the most frequent challenges recent updates have posed for most websites?
• Are all CDNs created equal? What do we look for when choosing a CDN?

3. Content SEO

Too often we look at SEO from an aspect of just “Words” on a page. We’ve discussed how the website development has an impact. Now let’s talk about how other types of content can drive SEO. My company Content Monsta produces podcasts, video, and other multimedia forms of content.

• How can we optimize Video and Audio to drive the SEO of our websites?
• How has Google changed in regard to its ranking of podcast and video content?

Before we go, how can listeners get in touch with you either online or in person?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Steve and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

If you’ve followed me long enough, you know that I tend to talk about two things - Content Marketing and Sales/Marketing Alignment.

The best part for me, is that I am a bit of a Marketing Technology geek, which allows me to tie all of those things together.

From Creative, to Sales, to Marketing - No matter which business team you’re on - your end goal is to figure out who to sell to, how to engage with them, how to get them to buy, and if you’re smart, how to get them to buy again.

To do that today, you need to give careful consideration of your Sales and Marketing Technology. And today’s guest is an entrepreneur behind several of the leading technologies.

My guest today is a marketing entrepreneur and thought leader. He is currently the Chief Marketing and Product Officer at Demandbase, the leading account-based marketing platform.

Previously, he was the CEO and founder of Engagio (which was acquired by Demandbase) and he was a co-founder at Marketo, a leader in marketing automation which was acquired by Adobe.

He is a frequent speaker at conferences including Dreamforce, MarketingProfs B2B, and the Marketing Nation Summit.

He has written the “Complete and Clear Guide to Account Based Marketing” and the “Definitive Guide to Marketing Automation.”

Therefore it is my absolute honor to welcome to the podcast Jon Miller!

Conversation points:
 
Jon, I have studied, short listed, purchased, and used so many of the platforms that you’ve been a part of creating… that I almost don’t even know where to start.
 

• So can you give us a quick journey through some of the companies that you’ve helped develop?
• What’s your backstory? Is this a path that you set out on (to develop software) or did this path evolve?
• Jon, I noticed that you are not shy about interviews, podcasts, and creating video content. And I think that is working very well for you. What would you say to other executives about creating content?

As mentioned, currently, you’re the CMO and Product Officer at DemandBase.

Any way you Google it or research it, you will find a list that says DemandBase is at the top of the list as a top ABM platform. You may also see Engagio on that list, which is now also a part of DemandBase.
 

• Can you tell us how that marriage of technologies between Engagio and DemandBase happened and what the synergies are?

 
I recently heard you describe Account Based Marketing as “fishing with spears rather than fishing with nets”. I love that visualization.

A company that I founded, Content Monsta, is based on helping companies fish with nets through inbound content, but recently (especially with the growth of our podcast services,) we see more opportunities to help clients create more targeted outbound content towards the accounts that they want to work with.
 

• What are some of the other creative ways that you have seen companies step into ABM?
• Where does content fit into an Account Based strategy?
• As a content producer, how do we help clients decide how wide or narrow their content should be when targeting a specific audience?
• By the way, I love the DemandBase TV section of your website. I am going to absolutely use that as an example for my customers as to how content can be leveraged. I love it. - How did that initiative come about and how is it working so far?

Even considering your position Jon, you would be hard pressed to find anyone who loves to evangelize Sales and Marketing alignment than me. And as a company steps into Account Based Marketing, the need for this alignment typically becomes more apparent.

• What are your thoughts on Sales and Marketing alignment as it concerns ABM?
• Is this where the Account Based Experience concept comes in? Please give some insight on how we’ve evolved to Account Based Experience? 

Jon, Let me ask you a question about something that I think is a part of the wedge between Sales and Marketing.

Marketers, in my opinion, are not realizing the shifts in where a company’s revenue is coming from. We are often so focused on (and measured by) the top of the funnel, that we miss the opportunity to market to existing customers. And as a result, these organizations have the notion that these existing customers belong more to Sales than to Marketing.

• How can we resolve some of these outdated thoughts on what marketing owns and should be measured by?
• Jon, I’d like to ask you one “Get it Off Your Chest” Question: If there was one thing that you wish Marketers or Sales would grow to understand that would help them today, what would it be?

Before we go Jon, please share anything else that you have coming up - that the audience needs to know or where can we find you online?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Jon and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

Considering the world’s brief history of writing technology, it’s easy to believe that most of the world's knowledge has been obtained through stories.

Stories have served as documentation, education, and persuasion. Today, you can’t go to a marketing event without someone teaching the art of storytelling.

Why? Because humans love stories - we just don’t all know how to communicate through stories.

And even more so, we don’t realize how, as business people, stories can be used to effectively communicate and move people to action.

My guest this episode is a global thought leader on authentic leadership and business storytelling.

She has worked with some pretty amazing organizations such as The Obama Foundation, Ernst and Young, Visa, Amazon, National Australia Bank, and Uber just to name a few.

She is also an author of 7 books and her latest, Magnetic Stories debuted at number two on Australia’s business books list.

To share insights on Storytelling for Business, I’m happy to welcome to the podcast, Gabrielle Dolan.

Conversation points:

Gabrielle, I have to admit that as a Marketer - I’ve heard many people attempt to drive home the idea of Storytelling. But the reality is that there is no doubt that business people need to understand how to tell stories more effectively.

• Why is it so important for a business person to understand storytelling?
• I want to get your take on storytelling by bringing some insights for both Sales professionals and Marketing professionals - separately.
• For a Sales professional - can you give an example of how a salesperson can use Storytelling to do their job?
• And for Marketers - beyond the cliches, they are telling a brand story. What can an individual marketer do to utilize storytelling in their job?

Brand Storytelling

When a person hears “Brand Storytelling” - they may first think of “what is the origin story” of the brand. But I’m guessing it is much more than that.

• Please give us some insight, even a definition, of Brand Storytelling
• Can you give us a few practical bullet points to consider when seeking to begin Brand Storytelling?
• What about using storytelling within a company to help a leader be more effective?

Personal Branding and Storytelling

I’m preparing for a new keynote in a few weeks. The entire keynote originated from an actual series of events in my life. I look at the keynote as more of a Storytime with value. I expect that the story I share with this audience will become a pillar of my personal brand.

• Can you give some advice to our listeners on how to tie personal stories to help them in business?
• Can you tell me a story? I want to see a business story in action.

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Gabrielle and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

One of the top reasons for marketing as a whole is branding and brand awareness. And in a digital world, without a Digital Brand all other marketing efforts can struggle.

But what exactly is a Digital Brand and who needs one. Just businesses? Individuals? Products even?

My guest this episode is a sought-after strategist, thought-leader, and influencer. He is the Founder & CEO at Digital Delane, a full-service digital agency, and the Founder of Digital Branding Institute.

He frequently delivers talks around the country advancing the practice of digital branding.

He’s known for making complex digital branding strategies accessible as he speaks at marketing conferences including Digital Summit, Social Media Marketing World, Content Marketing World and more.

To help us gain clarity and learn more about Digital Branding, it’s my pleasure to welcome to the podcast, Juntae DeLane.

Conversation points:
 
Juntae, we’ve crossed paths a few times while speaking at marketing events, probably before we even met each other. One of the topics of yours that I enjoy hearing your insights on is Digital Branding.

• What is your definition of a “Digital Brand”?
• How do you start the process of creating or mapping out a Digital Brand?
• If we already have a Digital Brand, what can we do to optimize our existing digital brand?

I noticed some great content on your website in the form of checklists for Digital Branding. Those checklists are different for Small Businesses, or Attorneys, Physicians, Consultants, etc.

• Can you give us some common checklist items that you might find in each of these guides?

A few months back you developed an event called the Digital Brand Summit. You managed to gather some top level speakers to pull off a virtual event, even before the pandemic.
 

• Can you tell us about what it was like to develop the event?
• How did you attract top speakers
• How did you attract attendees?
• What were some of your goals in creating a great user experience?

We are both speaking at Digital Summit in Atlanta next week. Which will be before this podcast is released.

In your session you are talking about Ways to Readjust Your Content Marketing Plans for 2022. Of course if you are talking about content marketing, I’m all ears.

• Tell us some of the adjustments you think marketers should make to their plans (and budgets) for 2022.

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Juntae and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

Today’s Marketer has a complex job. We have to figure out how to deliver on the functional elements of Marketing while using all of the Marketing Tech tools at our disposal. At the same time, we must stay in touch with the emotional and relational aspects that really make consumers take action.

And within that, we have a social element. How do we inject our marketing into the conversations that our consumers have with each other?

And finally, we have to align “our” systems of thinking to fit with the thinking and journeys of our consumers!

Joining me on the podcast today is the Vice President of community impact for Jackson Healthcare, where he helps leverage people, programming, partnerships and philanthropy to improve access to healthcare and the wellbeing of young people.

As a writer, he helps professionals cultivate a deeper understanding of who they are and why they do the work they do — their values and purpose.

I discovered his solid advice to Marketing and Business Professionals through his articles on BusinessGrow.com and am delighted to welcome as a guest on the podcast -  Keith Jennings!

Conversation points:

Keith, you have an article on BusinessGrow.com that I really like. In that article - You say that "Businesses hire marketing to do a variety of jobs - such as brand awareness, lead generation, SEO,  and more.

But you explain that these jobs aren’t limited to their functional elements.

They come with a mix of FUNCTIONAL, EMOTIONAL, RELATIONAL, AND SPIRITUAL, elements.

• Can you walk us through those jobs of Marketing beyond the FUNCTIONAL jobs that we are accustomed to marketing delivering?

As a content production agency owner, in order to make absolutely sure that we can deliver on client expectations, the first question that we ask a prospect is – “What do you want this content to do?” or “What do you want this video or podcast to do for your business?”

• So, What are some other tips you can provide to help marketers and their execs – as well as marketers and their agencies better align their expectations?

I want to pivot a bit to how consumers communicate to each other about our brands.

And, I want to introduce the audience to a term that I learned from you. That term that I believe dates back to about 2007 maybe when Jyri Engestrom mentioned it -  The term is “Social Objects."

Before we discuss the term “Social Objects,"

• Please share your definition of Social Objects with us.
• How can Marketers create and utilize social objects for their brands? (Some examples?)

Keith, I want to talk about a common Marketing mistake that you recently wrote about on LinkedIn.

One of the great things about talking with interesting people like you, Keith, is that I get to benefit from books that you’ve read – that I haven’t. You referenced a Daniel Kahneman book entitled “Thinking Fast and Slow." In his book he dives into System 1 and System 2 thinking.

You parallel this type of thinking in your LinkedIn article to demonstrate an avoidable “Marketing Mistake All Businesses Make."

• So maybe we should define these systems of thinking for our audience first.
• How are marketers subject to System 1 and System 2 thinking and how can System one thinking be a mistake?
• As a Marketer, I’ve always operated by Steve Krug’s “Don’t Make Me Think” approach by not making the content consumer think more than they need to in order to receive a message. So in that light, does System 1 Thinking still have its place in Marketing?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Keith and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

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.

B2B Marketing Agencies.

When we first launched Content Monsta, we learned that the word “agency” may not be the best term to label our company with. The fact is, we ARE an agency - but even my own experiences in hiring agencies helped me to understand why the word AGENCY has at times gotten a bad rap.

The truth is, it's not the term or category that a marketing company labels itself, it's more about its QUALITY of work and about the relationship that is built with its client.

As someone who has also hired many agencies, I can tell you that transparency into the agency’s ABILITY and the HONESTY in what they can actually provide are the keys to a good business to agency relationship.

In this episode, we have someone who can help us learn more about agencies and marketing in general through the lenses of ability and honesty.

Joining the podcast today, is the Co-Founder of Velocity Partners - a London-based, B2B tech marketing agency. He started his career at Ogilvy & Mather, New York before jumping into B2B Marketing and today is an ubiquitous speaker at marketing events, as well as a prolific writer on all things marketing, content, tech, strategy, and creativity.

I’m honored to welcome to the podcast, Doug Kessler.

Conversation points:

• Doug, I hear that you are a writer at heart, so how did that spark your journey to where you are today?

You mention that "Every B2B marketing agency is cramming the word 'content' into everything they do.

I've found that many of those agencies also connect "Full Service" in the phrase as well. Nearly every agency is stronger in one form of content over another.

• How can a business looking to work with a marketing agency be confident that this agency has roots in the type of content that they need and that they don't get fooled by the "Full Service Content Agency"?

In a recent conversation with Christopher Penn from TrustInsights. He stressed how well A.I. is catching up to the ability to create real quality written content.

• What are your thoughts on A.I. in the content creation process? The good and bad.

I consult on Marketing Automation. I noticed yesterday, that when I look for content on Marketing Automation, there is a very high chance that the best search results will come from Hubspot. This company not only built a customer base for its product from this content, they are also known simply for their content. You called this a “Great Content Brand."

• Tell me more about your thoughts on your definition of a Great Content Brand.
• In your slideshare on the topic you gave Six Principles of Great Content Brands, can you mention a few of those principles.

Speaking of Hubspot, I saw your presentation from Inbound a few years back. The presentation was about INSANE HONESTY IN CONTENT MARKETING. You gave an example of a business that was extremely honest on what they could and couldn’t do for you.

When it comes to marketing agencies, I work on both sides of the fence. I work within large organizations that hire agencies around the world. I also operate an agency. What I see too often, is agencies that sell services when the agency knows it will be a stretch for them to actually deliver.

• What do you think companies should do to avoid hiring agencies who aren’t insanely honest?
• What can agencies do better to be more honest when marketing their services?

For businesses, it's effortless to ignore flaws. No one is tasked with talking about flaws or limitations.

• When it comes to creating Honest marketing, what do you say to organizations who have no interest in saying anything besides “Our product is the Best” because ‘why even address the flaws… our customers can do that’?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Doug and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

World-renowned author, storyteller, and entertaining speaker, Carla Johnson joins the podcast this episode.

She is someone who has partnered with top brands and conferences to train thousands of people how to rethink the work that they do and the impact they can have. Her visionary expertise has inspired and equipped leaders at all levels to embrace change, welcome new ideas, and transform their businesses.

Her work with Fortune 500 brands served as the foundation for many of her books, including her tenth, called RE:Think Innovation which you will also learn about here today.

Consistently named one of the top influencers in her field, I’m honored to welcome to the podcast, Carla Johnson.

Conversation points:

• Can you share your experience on the formula that some of the best thinkers have used to come up with game-changing ideas?
• A topic that you cover in your Innovation talks is how “everyday inspiration leads to measurable outcomes that don’t take years (or even months) to realize - Can you tell us more about using everyday inspiration?
• What about group-think? If we are in the conference room and are tasked with coming up with innovative ideas, what can an organization do to bring out the best ideas in the room?

Recently I had a conversation with a common friend of ours, Andrew Davis, who is also very in-tune to Customer Experiences. He has an interesting view of the intersection between Customer Experience and Marketing.

You have spoken about how companies are pivoting from product-centric approaches to customer-centric.

• How do you think pivoting to a customer-centric approach benefits an organization's marketing efforts?
• Do you think that organizations even understand the customers' expectations of the organization?

Let’s talk a bit about organizational change.

I’m sure my audience often hears about storytelling, but from a Marketing perspective.

I want to learn about your experience in using storytelling internally to incite change, so...

• How can we use storytelling internally, within our companies to get beyond “how we’ve always done it” and get to true organizational change?

Back to Innovation. I want to hear about this book that I’m about to read.

Your book is called RE: Think Innovation and it promises to show “how to create a unified, idea-driven employee base that delivers more ideas in a shorter amount of time.”

Please tell us about the book and what we can expect to learn.

• In the book you have a term, (correct me if I’m wrong) which is “Perpetual Innovator” - Carla, How can I become a Perpetual Innovator?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Carla and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

Public Relations, Influence Marketing, and right-out Endorsements.

Sometimes it can be hard to tell them apart.

This is in part because of shifts in “who we trust”, how brands communicate to their consumers, as well as the channels in which marketing content is distributed.

In this episode, we have someone that can help us learn a bit about Influence Marketing vs Influencer marketing. And give some insight into how that relates to traditional PR.

Today my guest is Jason Falls. Jason is a leading digital strategist, author, speaker, and thinker in the digital and social media marketing industry.

As an award-winning strategist, he has been noted as a top influencer in the social technology and marketing space by publications such as Forbes, Entrepreneur, and Advertising Age.

He has worked on marketing strategies for brands such as GE Appliances, General Motors, AT&T, Humana, and many others.

His recent book is quickly becoming a must-have for marketers learning about influence and we will surely talk about that book here in a moment.

Conversation points:

Within Marketing, we often hear two terms: Influence Marketing and Influencer Marketing.

• Jason, what is the difference between influencer marketing and influence marketing?

I'm an advocate of every company being a media company. No matter what their product or service, they need to be a media company.

• How would you communicate to a company to create their own media to support their influence?

I know that you come from the world of PR. For me, personally, I've lost enthusiasm for traditional PR. Mainly because the voice of the customer is often louder than any PR that a company itself can create.

• In an era of Influence Marketing, where does traditional PR stand?

There seem to be two vastly different worlds between B2B Influence Marketing and B2C Influencer Marketing. Let's talk about each separately:

• Tell me where you would start and some things to consider if you are tasked with utilizing Influence Marketing for this company.

Now for B2C:

• Where do you start there with Influence Marketing?

I heard on your podcast a rant you gave about the overuse of the term "Authenticity" and with full admission, I believe we are both people who have been training marketers to use "Authenticity"

• So, given that the term has been beaten to death and overused, do you think that companies have gotten the idea and moved the needle any closer to being authentic?

Shaquille O'Neal endorses everything from foot powder, to ink cartridges, to Taco Bell. When he endorsed Icy Hot and Muscle Milk, it made sense. But Comcast and Ink Cartridges?

• Is there a grey area between influence and endorsement - and can an influencer go too far with what they associate themselves with?

I've seen you mention a few tools and software platforms for finding and managing influencers.

• Can you tell us about 1 or 2 and how these platforms work?

Finally, Jason, tell us about your recently released book called "Winfluence"

• What can readers expect to learn from your book?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Jason and I,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

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.

For marketers, 2020 marked a time when we had to make huge pivots. Perhaps one of the biggest pivots was learning how to do more virtually. Internal meetings went virtual, events went virtual, and those like our guest and I went further into Virtual speaking.

Not everyone has adjusted so well. While some have tried to re-invent their marketing and events in a virtual world, some have attempted to do the same thing, but virtually. One thing is for sure, we’ve all learned a lot about virtual in the past year and there is still a lot that most people have to learn.

Today’s guest is Brian Fanzo, a digital futurist & keynote speaker who translates the trends of tomorrow to inspire change today.

He teaches companies of all sizes how to leverage technology in real-time in order to engage their customers at the right time and he has a gift for bringing people together online and offline. He has worked in 76 countries, highlighting his passion for change, collaboration, and technology.

Talking Points:

1. Brian tells us about his definition of the title Digital Futurist.
2. Virtual Events
3. We both love video, going live, and doing virtual presentations. Recently you said “Virtual Events Will Suck if Interactive is the Goal” I believe you have the experience to back that bold statement up.
   • Tell us why Interactive doesn’t have to be the goal.
4. A mutual friend of ours, Andrew Davis talks about how marketers have made the mistake of taking in-person events and trying to do the same thing but virtually - Instead of creating a new experience that is virtual.
   • What is the biggest mistake you’ve seen event marketers make when trying to create virtual events?
5. Is Clubhouse's excitement growing or getting old? What about audio chat altogether. Are you still all in?
6. Press the Damn Button - This is your version of “Just Do It”. I’ve preached the same thing, but your continued use of the phrase has tied it to your brand. I even tell myself sometimes and as a result… Think of Brian Fanzo. 
   • Tell us about your journey in branding that phrase and some of the things that you have learned while trying to get people to just Press the Damn Button
   • Do you think that people (especially people like us with all of the tools) overthink how much the viewer cares about video quality?
7. To me, you're an example of someone that went all the way in on something, began teaching others what you’ve learned, and now you are known as an expert in presentation technology.
   • Is that an accurate story of how all of this happened?
   • What’s your story about becoming known as a virtual presentation expert?

Thanks to the listeners. If you’re listening to the podcast and want to also “see” Brian and me,  - video of this podcast and OTHERS are available in the podcast section of ContentMonsta.com.

Also, be sure to follow the podcast on your favorite podcast listening platform.

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.