Why Your MarTech Stack Is Broken—And How to Fix It Without Starting Over with Rebecca Nackson

What if your MarTech stack was actually working *for* you instead of against you? In this episode of How I Grew This, hosts Amanda and Adam sit down with Rebecca Nackson, CEO of Notable, to explore why most companies fail at implementation after buying tools, how to enlist salespeople as strategic partners in your buying process, and the key strategies to build a system of continuous testing and iteration. Whether you're drowning in marketing software or trying to make sense of your growth stack, this conversation is packed with actionable insights to help you move from tool chaos to strategic clarity. Tune in to discover why the best-performing teams aren't using more tools—they're using them smarter. What You’ll Learn: How to reframe your career as intentional pattern recognition rather than random luck Why the sales process is broken and how to fix it as a buyer  The critical implementation gap no one talks about How to act as "connective tissue" across distributed teams The test-learn-scale framework that separates high-growth teams from stalled ones Why build vs. buy decisions are about to shift dramatically with AI and low-code tools About the Guest(s): Rebecca Nackson is the CEO of Notable, a marketing consultancy specializing in helping companies navigate and optimize their marketing technology stacks. With a background spanning Audible, iHeartRadio, Bandsontown, and Prolific, Rebecca brings deep expertise in digital transformation, marketing operations, and cross-functional alignment. In this episode, she shares candid insights on bridging the gap between buying marketing tools and successfully implementing them—a critical pain point for modern marketing teams. Her philosophy centers on understanding the "job to be done" rather than defaulting to solutions, and her work has helped numerous companies avoid costly MarTech missteps while building sustainable growth systems. This conversation is essential listening for marketers and product leaders seeking to maximize ROI from their technology investments and create alignment across distributed teams. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here. Episode Highlights: [00:01:45] Embrace "Career Squiggles" Over Linear Planning -  Rebecca Nackson reframes career success not as following a predetermined path, but as recognizing patterns across seemingly random opportunities—what she calls "career squiggles." Most professionals assume their early roles must align with their end goal, but Rebecca's trajectory through Audible, iHeartRadio, and Bandsontown shows that adjacent experiences compound into unexpected expertise. The pressure to have a five-year plan can actually blind you to emerging patterns and opportunities that only make sense in hindsight. Instead, focus on developing deep skills in each role and staying alert to common denominators across different industries and companies. By the time you've worked across multiple verticals, you've gained a superpower: seeing what others miss because you recognize repeating patterns. This approach transforms career uncertainty into a competitive advantage, especially when building businesses or advising others through similar challenges. [00:15:45] Fix the Implementation Gap Between Buying and Using MarTech Tools -  The largest missed opportunity in enterprise software purchases happens after the contract is signed—the step from buying to actually using the tool is routinely skipped, leaving companies paying for solutions they can't operationalize. Most vendors invest heavily in the sales process but provide little support for the critical transition to implementation and integration. Instead of treating your tool evaluation as a final decision, use it as an opportunity to simultaneously inform both your sales process and your implementation strategy by clearly articulating what's broken today and what success looks like for your specific business. This forces vendors to be specific about cost, resource requirements, and phased rollout timelines—information you'll desperately need the day after signing. By reversing the typical process and enlisting salespeople as partners who understand your real constraints, you create a feedback loop that strengthens both the evaluation and the execution. Companies that front-load this discovery work dramatically improve their ability to extract ROI from new tools rather than letting them gather dust. [00:21:31] Become the "Connective Tissue" Across Siloed Internal Teams -  One of the most underrated services agencies provide—and one any leader can replicate internally—is acting as connective tissue between teams that rarely interact, especially in remote-first organizations where marketing, product, and engineering don't naturally cross paths. Without deliberate bridging, these teams often become adversarial, with acquisition blaming retention and retention blaming acquisition quality, when in fact they're two sides of the same customer lifecycle coin. The first step is documentation: ask each team to share their current processes, then synthesize and redistribute this information so teams understand how their work feeds into the next stage. Next, facilitate conversations where product marketing shares customer acquisition data with the retention team, and lifecycle marketing shares churn patterns with product, so each team gains visibility into the upstream and downstream effects of their work. When teams understand the complete journey and see how customer data flows from acquisition through retention, they stop treating each other as obstacles and start collaborating on shared metrics. This internal connective work often generates as much value as the external consulting itself because it permanently changes how teams operate together. [00:28:24] Build Compounding Growth Through Small, Tested Loops Instead of Big Swings -  The clearest separator between high-growth teams and stalled ones is whether they operate within a system of continuous, small experiments with clear success metrics and predetermined scaling/kill decisions, or whether they take periodic large bets with no learning mechanism. Successful teams treat growth like compound interest—each week they test a hypothesis (if we onboard in this way, will retention improve?), define what success and failure look like before launching, and have a pre-committed plan for scaling if it works or killing it if it doesn't. This approach generates incremental wins that compound throughout the year, so these teams consistently end the year higher than they started, even if individual experiments fail at a normal rate. In contrast, teams taking big swings often see dramatic results one way or the other, but because they didn't isolate variables or document the test conditions, they can't extract learnings or replicate success. The framework is simple: form a hypothesis, run a test, measure against pre-defined success criteria, scale what works, kill what doesn't, and repeat weekly. This systematic approach transforms growth from a series of desperate gambles into a predictable, compounding process that any team can operationalize. Episode Resources: Rebecca Nackson on LinkedIn Notable on LinkedIn Notable Website Amanda Vandiver on LinkedIn Adam Landis on LinkedIn Branch on LinkedIn Branch Website How I Grew This on Apple Podcasts How I Grew This on Spotify How I Grew This on Simplecast  

What if your messaging could be the infrastructure powering growth instead of just surface-level copy? In this episode of How I Grew This, hosts Amanda and Adam sit down with Chris Silvestri, Founder of Conversion Alchemy, to explore why research and strategy matter more than writing, how to craft messaging that cuts through AI slop and sameness, and the key strategies to balance point of view with value-driven messaging. Whether you're building a brand, launching a product, or navigating the creator economy, this conversation is packed with actionable insights on positioning, personalization, and preparing your messaging for the future of AI agents. Tune in to discover how to make your brand truly stand out. What You’ll Learn: How to Reframe Copywriting as 70% Research and Strategy, Not Writing The Point-of-View + Value Messaging Framework How to Extract Voice-of-Customer Language Before AI Touches Your Copy Why Message-Market Fit Matters More Than Message-Product Fit The Three-Layer Research Blueprint How to Recognize and Avoid AI Slop in Your Brand Communication Why You Need to Validate Messaging Before Launch How to Adapt Your Messaging for the AI Agent Economy About the Guest(s): Chris Silvestri is the Founder of Conversion Alchemy, a strategic messaging consultancy that helps B2B and B2C companies clarify their positioning and craft compelling copy that drives conversions. With a unique background spanning over a decade as a software engineer in industrial automation and UX design, Chris brings a technical, infrastructure-focused approach to messaging strategy that goes far beyond surface-level copywriting. In this episode, Chris shares how to balance point of view with value-driven messaging, leverage AI without falling into generic "slop," and adapt your communication strategy for an increasingly attention-scarce market. His methodologies for research, positioning, and testing provide actionable frameworks for organizations looking to stand out authentically and connect meaningfully with their audiences in a crowded digital landscape. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here. Episode Highlights: [00:05:46] Reframe Copywriting as 70% Research and Strategy, Not Writing -  Chris reveals that in today's AI-driven world, the mechanical act of writing now represents only 10% of his copywriting work, while research comprises 70% and strategy comprises 20%. This shift is critical because most companies and marketers assume copy is the primary deliverable, missing the foundation that makes copy effective. Without thorough research into internal alignment, customer needs, and competitive positioning, even the most eloquent copy falls flat. The process begins with internal research across product, marketing, support, and customer success teams to identify messaging inconsistencies that undermine brand coherence. Next, external research examines how customers experience transformation through your product, combined with market research analyzing competitor positioning and messaging approaches. This strategic foundation ensures that when copy is finally written, it emerges naturally from deep customer and market understanding rather than guesswork. [00:09:37] Balance Point-of-View with Value-Driven Messaging to Generate Genuine Attention -  Chris explains that most companies excel at either showcasing a strong industry perspective or communicating customer value, but rarely balance both effectively—and this imbalance is precisely why they sound generic and forgettable. To create distinctive messaging, ask your team provocative questions like "What misconceptions in your industry drive you crazy?" and "What lies do you want to expose with your product?" These insights form your hook—a unique point of view that makes prospects think "You understand me." However, a strong opinion alone won't convert; you must pair it with clear value messaging that answers "What's in it for me?" When both elements carry equal weight, your messaging becomes a seesaw in perfect balance, generating the attention and engagement competitors cannot replicate. For B2C brands, this point of view shifts from industry-focused to customer-experience-focused, using vivid examples of how your product transforms daily life. [00:17:08] Absorb Customer Language Before Feeding Data to AI Tools -  Chris emphasizes that the most common mistake brands make when using AI for messaging is feeding customer data directly into AI models without first deeply absorbing that voice themselves. Before running 500 customer reviews through AI, Chris personally reads every single one to internalize the authentic language, emotions, and concerns customers express naturally. This human-first approach creates an intuitive foundation that allows him to edit and refine AI-generated copy with confidence and accuracy, ensuring it reflects real customer voice rather than generic AI patterns. You can apply this by reconstructing vivid "day-in-the-life" narratives of your customers—either through real interviews or AI-assisted synthesis grounded in actual data—to capture the specific language, pain points, and desires that define their experience. When AI tools then generate variations or enhancements to your copy, you'll recognize immediately whether they've preserved the authentic voice or drifted into corporate jargon and hollow sentiment. This intuition-building phase is non-negotiable if you want AI to amplify your brand's voice rather than replace it. [00:22:12] Validate Messaging Before Launch Using Usability Testing and Synthetic Research -  Chris stresses that launching copy without validation is a costly gamble; instead, conduct pre-launch message testing using platforms like UserTesting, UXTweaks, or Winter (for B2B) to observe how real prospects respond to your messaging in context. Usability testing requires carefully crafted test questions that prompt genuine reactions rather than leading responses—track prospects from landing through the entire conversion journey to identify where messaging resonates or confuses. For B2C brands with tight budgets, synthetic research using AI personas yields approximately 50-60% accuracy on its own, but jumps to 80% accuracy when grounded in real customer research data and transcripts from actual interviews. Chris recommends using synthetic research to expand limited interview data—if you've interviewed only three customers, use AI to generate richer voice-of-customer variations that make your copy more vivid and resonant without relying solely on synthetic insights. Post-launch, run A/B tests on value propositions and email subject lines, then conduct quarterly research refreshes to stay aligned with shifting market dynamics and competitive positioning. [00:28:04] Prepare for AI Agents by Making Copy Crystal Clear and Jargon-Free -  Looking five years ahead, Chris warns that AI agents and bots will increasingly browse websites and make purchasing decisions on behalf of humans, forcing companies to rethink how they communicate across all channels. These AI agents extract the core essence of what you do and who you serve to determine relevance and fit—meaning vague language, marketing fluff, and industry jargon that confuse bots will also confuse or repel human visitors. Your copy must become radically clear about your positioning, value proposition, and ideal customer, using plain language that both humans and AI systems can parse and recommend to others. This doesn't mean abandoning brand personality; rather, it means building clarity as the foundation upon which personality and voice sit. Begin now by auditing your website copy for unnecessary jargon, softening language, and vague claims, replacing them with crystal-clear statements of what you do, who benefits most, and how you're different—the same clarity that will help AI agents recommend you to the right customers.  Episode Resources: Chris Silvestri on LinkedIn Conversion Alchemy on LinkedIn Conversion Alchemy Website Amanda Vandiver on LinkedIn Adam Landis on LinkedIn Branch on LinkedIn Branch Website How I Grew This on Apple Podcasts How I Grew This on Spotify How I Grew This on Simplecast  

What if the future of performance marketing wasn't about controlling every detail, but about measuring what matters and experimenting beyond the obvious channels? In this episode of How I Grew This, Amanda and Adam sit down with Ionut Ciobotaru, CEO and Co-founder of Hypd.ai, to explore why measurement is the foundation of marketing success, how AI agents are reshaping advertiser workflows, and the untapped channels that savvy marketers should be exploring next. From building PubNative into an ad tech powerhouse to launching a pretzel bakery in Berlin, Ionut shares hard-won lessons about pivoting, scaling, and knowing when to double down. Whether you're optimizing a single channel or managing complex multi-platform campaigns, this conversation is packed with strategic insights to help you allocate your budget smarter and stay ahead of the curve. Tune in to discover why your next competitive advantage might lie in channels you haven't considered yet. What You’ll Learn: How to identify and capitalize on emerging technology waves Why pivoting your core product based on market realities is essential for survival The "international advantage" of digital-native businesses How to structure acquisitions and integrations for maximum value Why measurement and attribution must come before experimentation in performance marketing How AI agents will unlock access to fragmented, non-programmatic channels About the Guest(s):   Ionut Ciobotaru is a serial entrepreneur and AI-driven performance marketing innovator, currently building Hypd.ai, an AI agent platform designed to streamline marketing operations across multiple advertising channels. With a distinguished career spanning mobile ad tech, programmatic advertising, and strategic business scaling, Ionut co-founded PubNative—a native mobile ad network that was acquired by MGI (now Verve Group)—where he served as Co-CEO overseeing significant M&A integration and product development. In this episode, Ionut shares hard-won insights on building successful ad tech ventures, navigating complex acquisitions, and leveraging AI to solve real-world challenges facing modern performance marketers. His deep expertise in channel innovation, measurement attribution, and emerging advertising platforms provides actionable strategies for entrepreneurs and marketers looking to stay ahead in an increasingly fragmented digital landscape. Whether discussing the evolution from mobile-first advertising to today's omnichannel environment, or the future of AI-powered marketing automation, Ionut's perspective offers invaluable guidance for those seeking to drive measurable business growth. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here. Episode Highlights: [00:01:06] Recognize Technology Inflection Points Before the Market Saturates -  Ionut's early career demonstrates the power of identifying emerging tech waves—he moved from web to mobile specifically because he recognized the iPhone represented a fundamental shift in how users would access digital experiences. Rather than starting his mobile venture in Romania where the infrastructure didn't support it, he strategically relocated to Berlin to position himself at the center of mobile innovation. This insight reveals that successful founders don't just follow trends; they **position themselves geographically and professionally where new technologies are being adopted first**. For performance marketers and entrepreneurs, this means **continuously scanning the horizon for the next wave** before it becomes obvious to everyone else. The timing advantage of being early allows you to build expertise, relationships, and credibility that compound over years. Ionut's entire career—from native ads to AI agents—reflects this principle of finding emerging channels before they become commoditized. [00:05:11] Pivot Your Product When Market Forces Demand It, Not When Your Vision Says Otherwise -  PubNative began as a native-only ad network designed to replace banner ads, yet by the time Ionut sold the company, it had pivoted to selling primarily banners and programmatic formats—the exact formats he originally opposed. Rather than viewing this as failure, Ionut explains that **sometimes you cannot push against the market itself as a single company**, and larger advertisers demanded standardization across channels. This teaches a crucial lesson: **your founding thesis matters less than your ability to serve what customers actually need**. Large brands wanted consistency, so PubNative adapted rather than die on principle. For performance marketers building products or services, this means **staying obsessed with solving real customer problems** rather than being married to your original feature set. The companies that survive are those flexible enough to follow customer demand while maintaining their core mission of creating value. [00:06:33] Leverage the International Advantage of Digital-Native Businesses to Accelerate Growth -  One of the most surprising insights from Ionut's mobile era was how fundamentally different digital distribution was from traditional media—a developer in Belarus could launch an app globally and compete with anyone, whereas traditional media (radio, TV, print) remained localized and gatekept. **This international scalability is unique to digital products** and represents a structural advantage that didn't exist in previous eras. Small publishers like Voodoo could launch a game from France and reach users worldwide instantly. For modern performance marketers and entrepreneurs, this principle remains vital: **your product's ability to reach a global audience from day one means you should think internationally from the start**. Rather than optimizing for one geography first, consider how your offering can serve multiple markets simultaneously, learning and iterating across regions. This fundamentally changes how you approach customer acquisition, product development, and fundraising—you're not building a local business that might go international; you're building an international business from inception. [00:29:37] Master Measurement and Attribution Before Experimenting with New Channels -  Ionut articulates a hierarchy of priorities for performance marketers that directly contradicts conventional startup wisdom: **small brands should focus obsessively on maximizing single channels before attempting to optimize across multiple channels**, while **large brands competing for the same keywords need sophisticated measurement and attribution to identify where to shift budget**. Small brands often haven't exhausted Google or Meta; they're leaving money on the table in known channels rather than needing new ones. This framework reveals that **the biggest mistake small brands make is channel proliferation before channel mastery**. For performance marketers at any stage, this means **building robust measurement infrastructure is prerequisite to intelligent experimentation**—without knowing which channels and segments actually drive value, any new channel you add is essentially a guess. Large brands report shifting their measurement cadence from annual to quarterly reviews, meaning they're now making reinvestment decisions every three months rather than annually. The implication: **measurement is no longer optional or low-priority; it's the operational heartbeat of modern performance marketing**. [00:37:23] Use AI Agents to Access Fragmented, Non-Programmatic Channels That Were Previously Unscalable -  The future opportunity Ionut identifies with AI agents isn't automating existing workflows (platforms like Meta and Google are already doing that)—it's **lowering the barrier to entry for retail media, out-of-home, CTV, and other channels that aren't easily traded on impressions**. Before AI agents, buying billboard space or shelf space required upfront commitments of tens of thousands of dollars; agents can simplify both buyer and seller operations enough to allow smaller budget commitments. **This unlocks a massive untapped inventory of advertising channels that were previously inaccessible to most brands**. For performance marketers, this represents the next frontier: **once you've optimized Google and Meta (which AI within those platforms will handle automatically), the competitive advantage shifts to discovering and scaling in emerging, less-optimized channels**. The workflow looks like: establish measurement, optimize existing channels, then systematically experiment with new channels using agentic automation. This represents a fundamental shift from "which ad formats perform best" to "which unexploited channels contain audiences we haven't reached yet."   Episode Resources: Ionut Ciobotaru on LinkedIn Hypd.ai on LinkedIn Hypd.ai Website Amanda Vandiver on LinkedIn Adam Landis on LinkedIn Branch on LinkedIn Branch Website How I Grew This on Apple Podcasts How I Grew This on Spotify How I Grew This on Simplecast

What if AI could actually amplify human creativity instead of replacing it? In this episode, Amanda and Adam chat with Jen Taylor, Director of AI Strategy and Integration at Capacity Interactive, about how arts and culture organizations can adopt AI thoughtfully and strategically. From building ethical frameworks and training teams to unlocking practical use cases that drive real business results, Jen shares how to position AI as a thought partner rather than a shortcut—and why keeping humans in the loop is essential to avoiding "AI slop." Whether you're a marketer looking to level up your strategy or an arts administrator curious about where AI actually fits into your workflow, this conversation is packed with actionable insights on how to use these tools to work smarter, not just faster. What You’ll Learn: How to position AI as a thought partner for strategy, not just a workflow optimizer—unlocking deeper thinking on target audiences, messaging, and campaign refinement The three-phase adoption framework: establish clear organizational policies, invest in training and prompting literacy, then identify business outcomes tied to measurable results Why ethics matter differently in arts organizations: address ownership concerns, environmental impact, and imitation risks by making active, intentional choices about tool use How to build consistency across departments using branded AI tools that understand your voice, style, and mission without sacrificing human oversight The "human-driven AI" principle: keep humans in every loop—from prompting strategy through verification—to avoid "AI slop" and ensure quality output How to use AI for audience insights and personalization by testing messaging across multiple audience segments, then letting AI surface unexpected audience opportunities About the Guest(s): Jen Taylor is Director of AI Strategy and Integration at Capacity Interactive, bringing over 15 years of experience building and engaging audiences across streaming and digital platforms. With a background in theater marketing and digital audience growth at A&E Networks—where she managed strategy for both ad-supported and subscription streaming businesses—Taylor has become a leading voice in helping arts and culture organizations adopt AI responsibly. In this episode, she shares practical strategies for arts administrators looking to leverage AI for operational efficiency while preserving human creativity and artistic integrity. Her work bridges the gap between cutting-edge technology and the arts community, offering actionable frameworks for organizations seeking to enhance their marketing and administrative workflows without compromising their values. If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here. Episode Highlights: [00:20:14] Use AI to Elevate Strategy, Not Just Speed Up Tasks -  Jen Taylor emphasizes that while AI excels at automating repetitive tasks, its real power lies in serving as a thought partner for strategic thinking. Many organizations get excited about efficiency gains, but miss the opportunity to use AI for deeper strategic work like audience analysis and campaign refinement. The distinction between "making a plan" and "making a strategy" is critical—AI can help you move beyond constant tactical execution into thoughtful, intentional strategy development. Ask AI to stress-test your plans, identify misalignments with specific audiences, and explore angles you might have missed. This approach transforms AI from a time-saving tool into a strategic advisor that elevates your entire marketing function. [00:07:11] Implement a Three-Phase AI Adoption Framework -  Rather than rushing to use AI tools, Jen recommends a structured, phased approach: establish clear organizational policy first, invest in training and prompt literacy second, then identify business outcomes tied to specific results. Many arts organizations worry about ethics and values alignment, so beginning with policy ensures AI adoption stays true to your mission. The nuance matters deeply—approving ChatGPT is just the start; you must then decide what features and capabilities team members can actually use. Following this framework prevents scattered adoption and ensures your organization gains consistent, measurable value from AI investments. [00:12:26] Address AI Ethics Head-On by Making Active, Intentional Choices -  Jen identifies three critical ethics concerns for arts organizations: ownership and fair compensation for artists whose work trained AI models, environmental impact from computational demands, and the risk of imitation and copyright violation. Rather than paralysis, she advocates for making deliberate choices that mitigate these risks. For example, opening a new chat when changing topics reduces computational load, and applying the same ethical standard you'd use offline—don't ask AI to do what you wouldn't steal manually—keeps your use aligned with your values. This active, thoughtful approach prevents "AI slop" and ensures the tool enhances your work rather than compromising your integrity. [00:34:13] Build AI Tools for Audience Consistency and Personalization -  Jen demonstrates practical use cases where AI drives measurable business impact: building custom tools that ensure consistent brand voice across departments, and creating systems that identify which audience segments will respond to specific messaging. By feeding AI your target audiences and ad copy, you can discover unexpected audience overlap and generate new messaging variations tailored to incremental segments. This approach treats AI as a discovery and personalization engine, helping you move beyond assumptions about who your audience is. The result is more sophisticated, data-informed audience targeting that increases conversion and resonance. [00:40:15] Keep Humans in the Loop at Every Stage of AI Use -  Jen's philosophy of "human-driven AI" means your strategy, judgment, and oversight remain central throughout the AI process—from crafting the initial prompt through validating the output. Rather than fully automating decisions, use AI to generate options and insights that you then critically evaluate, refine, and ultimately decide upon. This hands-on approach requires you to maintain skills across your area of expertise, occasionally doing work manually to keep your thinking sharp. The difference between this active collaboration and fully automated, unreviewed AI output is visible to your audience; quality emerges when humans and AI work together intentionally. Episode Resources: Jen Taylor on LinkedIn Capacity Interactive on LinkedIn Capacity Interactive Website Amanda Vandiver on LinkedIn Adam Landis on LinkedIn Branch on LinkedIn Branch Website How I Grew This on Apple Podcasts How I Grew This on Spotify How I Grew This on Simplecast

What if your health tech marketing strategy is actually holding you back from growth? In this episode, Amanda and Adam sit down with Saul Marquez, founder and CEO of Outcomes Rocket, to explore why most health care companies are missing critical strategy before tactics, how to navigate HIPAA without fear while personalizing your marketing, and the key opportunities in influencer marketing and AI integration that your competitors are sleeping on. Whether you're a health tech founder, marketer, or growth leader, this conversation is packed with actionable frameworks—from the three D's of marketing (discover, define, deliver) to leveraging custom GPTs for team alignment—to help you cut through the noise and focus on execution in 2026. Tune in to uncover why strategy comes first, always, and how the convergence of health tech and medical device playbooks is creating unprecedented opportunities.What You’ll Learn:The "Three D Framework" (Discover, Define, Deliver)How to leverage micro-influencers (10K–50K followers) in B2B health careWhy "tactics are the noise you hear before the war is lost"How to implement a custom GPT as your team's "source of truth"The convergence of health tech and medical device marketing playbooksWhy HIPAA compliance fears are overblownThe 2026 execution imperativeAbout the Guest(s):Saul Marquez is the Founder and CEO of Outcomes Rocket, a healthcare-exclusive marketing, media, and advisory firm specializing in helping health tech and medical device companies accelerate growth. With over 20 years of experience in the medical device industry—including a tenure as Vice President at Medtronic and field experience as a medical device representative—Marquez brings deep operational and market insights to healthcare marketing strategy. A prolific podcast host with over 2,000 episodes across multiple shows, he has interviewed hundreds of healthcare leaders and identified critical market trends at the intersection of health tech and medical device innovation. In this episode, Marquez shares his proprietary three-D framework (Discover, Define, Deliver) for healthcare marketing success, explores the convergence of health tech and medtech, and provides actionable guidance on leveraging AI as a strategic tool rather than a distraction. His insights on regulatory compliance, personalization within HIPAA constraints, and the future of healthcare marketing make this conversation essential listening for health tech professionals, CMOs, and entrepreneurs looking to execute with precision in an increasingly complex market.If you enjoyed this episode, make sure to subscribe, rate, and review it on Apple Podcasts, Spotify, and YouTube Podcasts. Instructions on how to do this are here.Episode Highlights:[00:16:14] Apply the Three D Framework: Discover, Define, Deliver - Saul's proprietary Three D Framework provides a simple yet comprehensive structure for building effective health care marketing programs that eliminate decision paralysis. The **Discover phase** involves asking hard questions about your goals, target audiences, key metrics, and overall go-to-market strategy, ensuring alignment on what success looks like. In the **Define phase**, you crystallize your go-to-market strategy, establish frameworks and roadmaps, and set KPIs that will measure success or failure throughout your campaign. The **Deliver phase** encompasses executing tactics across three buckets—owned, earned, and paid media—with the advantage that your earlier discovery and definition work eliminates wasteful noise and focuses spending. Once you've delivered and gathered data, you iterate continuously based on KPI performance, doubling down on what works and adjusting what doesn't. For health care companies struggling with fragmented marketing efforts, this framework provides the clarity needed to move from scattered activity to coordinated, measurable growth.[00:19:35] Micro-Influencers (10K–50K Followers) Represent an Underutilized B2B Health Care Opportunity - Saul identifies that B2B health care marketing is "asleep at the wheel" on influencer marketing, particularly leveraging micro-influencers in the 10,000 to 50,000 follower range across platforms like LinkedIn. These niche creators show higher willingness to collaborate with brands, deliver more targeted audiences, and produce measurable impact that often exceeds traditional email or paid advertising methods. Health care marketers can identify relevant micro-influencers by using ChatGPT to search for niche voices in their specialty—whether that's cardiology, orthopedics, or health tech innovation—and approaching them directly with collaboration proposals. Measurement of influencer campaigns can focus on brand awareness (site visits, click-through rates) or mid-to-bottom funnel metrics (conversions from qualified personas), depending on your campaign goals. Since most health care companies haven't yet systematized influencer outreach, first movers in this space gain significant competitive advantage and can build authority before the channel becomes crowded. This channel represents genuine "green space" where health care brands can achieve outsized returns on modest investment.[00:26:14] Create a Custom GPT as Your Team's Unified Source of Truth for Messaging - Rather than allowing team members to generate marketing content through random ChatGPT conversations, Saul recommends building a custom GPT trained on your brand house, target personas, proven content examples, and communication guidelines. This custom GPT becomes an AI copilot that ensures messaging consistency across email, social media, web, and paid advertising—critical in health care where regulatory compliance and brand trust depend on aligned communication. You establish a non-negotiable rule that all content creation flows through your custom brand GPT, not external tools, preventing the fragmentation and inconsistency that currently plagues many health care marketing teams. You can extend this approach by creating specialized GPTs for each persona or product line—a "Virtual Care GPT," a "Cardiology GPT," etc.—enabling both customization and consistency simultaneously. The upfront work of documenting your brand strategy, messaging frameworks, and successful content patterns pays dividends in team alignment, faster execution, and reduced brand risk. Teams that implement this discipline report that their marketing becomes "music"—a unified, harmonious effort that amplifies impact rather than creating conflicting signals.[00:31:03] Study Convergence Between Health Tech and Medical Device Marketing Playbooks - Saul observes that health tech companies (algorithm-based, capital-light, rapid iteration) and medical device companies (hardware-heavy, FDA-regulated, slow cycles) are increasingly colliding and acquiring each other, creating a historic moment where both industries must learn from each other's marketing approaches. Health tech companies should adopt medical device's playbook for enterprise integration, regulatory navigation, and building trust with institutional buyers—capabilities that unlock major revenue opportunities when health tech solutions integrate with legacy incumbents like Stryker. Conversely, medical device companies must embrace health tech's playbook for speed, direct-to-consumer marketing, AI-enabled personalization, and agile iteration—capabilities increasingly necessary to compete against nimble health tech entrants. The Care AI acquisition by Stryker exemplifies this convergence: Stryker brings distribution, regulatory expertise, and institutional relationships, while Care AI brings spatial AI, fast iteration, and consumer-centric product thinking. Health care marketers in either camp should study the other's go-to-market strategies, partnerships, and messaging to identify new growth vectors. This convergence is happening across industries globally—hardware and software are merging everywhere—making this insight universally valuable for technology marketers seeking competitive advantage.Episode Resources:Saul Marquez on LinkedInOutcomes Rocket on LinkedInOutcomes Rocket WebsiteAmanda Vandiver on LinkedInAdam Landis on LinkedInBranch on LinkedInBranch WebsiteHow I Grew This on Apple PodcastsHow I Grew This on SpotifyHow I Grew This on Simplecast

What if your mobile app strategy was holding back your entire company's growth? In this episode, Amanda and Adam welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thinking isn't just about technology—it's an organizational imperative. From breaking down the real ROI of app investment and the myth of channel cannibalization, to preparing your ecommerce business for AI discovery optimization, Matt shares hard-won lessons on aligning teams, personalizing customer experiences, and staying ahead of LLM-driven search trends. Whether you're scaling retail, launching a mobile strategy, or wrestling with how to compete in an AI-first world, this conversation cuts through the noise to deliver actionable insights that will reshape how you think about customer engagement across all channels.What You’ll Learn:How to determine if your ecommerce business actually needs a mobile appWhy organizational alignment across teams matters more than technologyThe critical difference between SEO and AI discovery optimizationHow to immediately implement AI-ready data on your site todayWhy React Native and cross-functional web-and-mobile teams accelerate app growthHow AI personalization works at scale using embeddings and vectorsEpisode Highlights:[00:05:35] The Five-Point Framework for Determining If Your Business Needs a Mobile App - Matt Hudson shares a strategic framework to help ecommerce businesses evaluate whether a mobile app investment makes sense for their company. The framework addresses a critical question many retailers face: with limited resources, is building an app worth the effort and cost? Rather than assuming all businesses need apps, Hudson identifies five specific criteria: having 50,000+ SKUs, operating physical stores, running loyalty programs, generating $100M+ in revenue, and understanding that app users are your most loyal customers—not necessarily younger demographics. For example, a retailer with nearby physical locations sees 50% higher app usage within a 25-mile radius, proving that apps convert loyal, high-value customers who trust the brand. This framework helps ecommerce leaders make data-driven decisions about mobile strategy instead of following industry trends blindly.[00:11:36] Organizational Alignment Over Technology: Why Mobile App Growth Requires Company-Wide Buy-In - Matt Hudson reveals that mobile app success depends far less on technical excellence and far more on getting every department—from stores to marketing to IT—genuinely invested in the app's growth. The challenge most retailers face is that mobile and web teams operate in silos, compete for attribution credit, and prioritize their own channel's metrics over total revenue. Hudson explains that when the marketing team sees improved ROAS (return on ad spend) from app traffic, and when stores actively promote downloads, the app grows exponentially; without this organizational alignment, even a perfect user experience fails. A key tactic is seating app and marketing teams physically next to each other and tying bonuses to overall company revenue rather than channel-specific metrics. This organizational shift removes the false notion of "cannibalization" and ensures every team pushes customers to their best experience—whether web or app.[00:21:19] Optimize for AI Discovery (AIO) Now or Lose 90% of Your Search Traffic - Matt Hudson warns that traffic from AI-powered discovery is already replacing traditional Google search, with click-through rates dropping from 15% to as low as 8% (or lower), and the trend will only accelerate. Unlike Google's SEO, which indexes everything and rewards backlinks, AI discovery prioritizes authoritative sources—Reddit, Quora, FAQs, podcasts, and trusted voices—and cares about giving correct answers, not just showing available links. Retailers must shift strategy immediately: stop relying on keyword rankings and start building authority through FAQ-formatted content, detailed product descriptions, JSON-LD schema markup, and getting mentioned in trusted communities where real people validate your answers. The good news is that unlike SEO, this content doesn't need to be visible to users—you can hide FAQs below product pages specifically for AI consumption. For any retailer serious about discoverability in the next 2–3 years, implementing AIO optimization today is non-negotiable for maintaining visibility.[00:32:38] Layer Personalized Customer Data into Product Pages Today So LLMs Reference It Now - Matt Hudson advises ecommerce companies to immediately begin adding customer-specific, personalized data to product pages—not just generic descriptions—so that large language models start consuming and referencing this information in recommendations today, rather than waiting for "perfect" AI features. LLMs use three-dimensional embeddings and vectors to predict which tokens (words) come next based on a user's entire conversation history; if you provide personalized data about who a product suits, the AI naturally generates personalized answers. For example, instead of just "Red Plaid Shirt," include FAQ-style answers like "Is this great for trendy ladies?" or "Will this fit someone with a small frame?" so the AI understands the product's full audience and context. The data doesn't need to be visible on the page—it can be hidden in structured markup or FAQ sections—but its presence trains the AI to make smarter, more personalized recommendations when customers ask about your products in ChatGPT or other LLMs. This practice compounds over time as models learn your data patterns and become more effective at positioning your products.Episode Resources:Matt Hudson on LinkedInBILDIT on LinkedInBILDIT WebsiteAmanda Vandiver on LinkedInAdam Landis on LinkedInBranch on LinkedInBranch WebsiteHow I Grew This on Apple PodcastsHow I Grew This on SpotifyHow I Grew This on Simplecast

In 2025, growth didn’t stall because teams lacked tools—it stalled because they lacked clarity. AI accelerated everything, dashboards multiplied, and activity increased, yet decision-making quietly got worse.In this Best of 2025 compilation, Amanda and Adam revisit standout conversations with growth, product, and leadership operators to uncover a shared truth: the teams that won weren’t moving faster—they were seeing more clearly. From subscription app fundamentals and AI attribution to leadership focus, creative guardrails, and defensibility in an agent-led future, this episode connects the patterns that actually held up.You’ll learn why understanding your funnel matters more than scaling it, why server logs reveal what analytics dashboards miss, where “vibe coding” breaks down, and why saying no is often the most strategic decision a leader can make.If you’re building, leading, or navigating an AI-first world, this episode is a reminder that the fundamentals never stopped mattering. Episode Highlights:[00:01:01] Build Subscription Apps on Clear Metrics, Not Blind ScalingTakeaway: If you can’t see your funnel end-to-end, you’re guessing—and scaling guesswork is how apps die.Shumel explains that early-stage subscription app founders often rush into growth before setting up the analytics that actually matter. Many compare themselves to mature competitors with completely different economics, timelines, and data maturity. The real work starts by tagging the right events early so you can see how users move from app open to registration to engagement—and how different subscription tiers (weekly vs. annual) change behavior. Once that visibility exists, founders can model realistic unit economics like CAC, LTV, and payback period instead of chasing premature ROI. Clarity here prevents expensive scaling mistakes and gives teams a foundation they can trust.[00:04:34] Use Server Logs as Your Most Reliable AI Attribution SignalTakeaway: Your analytics dashboard is lying to you—server logs are the source of truth.Jason breaks down why standard tools like GA4 fail to show how AI models interact with your content. AI systems like ChatGPT use multiple bots for training, retrieval, and other functions, and their activity never appears cleanly in traditional dashboards. Server logs, however, capture every request. By analyzing them, teams can see which content AI models actually reference, how often training bots consume data, and what traffic flows from AI tools like Perplexity. This uncomfortable clarity lets brands make smarter content decisions in an AI-driven distribution landscape where polished dashboards obscure reality.[00:07:59] Know Where AI Accelerates Your Team—and Where It Creates RiskTakeaway: AI should speed up judgment, not replace it.Robert explains that “vibe coding” works well for proofs of concept and simple applications but breaks down in regulated environments and complex legacy systems. In fintech and healthcare, security, compliance, and maintainability still demand human oversight. His team uses AI tools like Microsoft Copilot to eliminate repetitive cognitive work—research, scaffolding, and suggestions—so engineers can focus on architecture and risk. The advantage isn’t letting AI build the product for you; it’s freeing your best people to make the decisions that keep the business safe and defensible.[00:10:06] Lead Through Mission Clarity and Ruthless Focus, Not Heroic EffortTakeaway: Too many priorities feel urgent—clarity tells teams what to ignore.Patrick shares a leadership framework centered on repeatedly resetting the mission: who you’re building for and why. When teams juggle too many “important” initiatives, progress stalls and morale drops. His antidote is ruthless prioritization—actively unfocusing from false emergencies—and creating structured space for creativity through hackathons and design challenges. He also challenges the idea that technical PMs must code, arguing that curiosity and supported learning matter more. In fast-moving environments, clarity isn’t motivational fluff—it’s how teams survive sustained pressure.[00:13:14] Use Principles as an Operating System, Not DecorationTakeaway: Saying no isn’t a luxury—it’s how durable businesses are built.Mick shows how principled constraints create long-term advantage. By declining gambling and gaming clients and focusing tightly on mobile, his agency protected quality, talent, and culture—even when cash flow was tight. Early-stage companies don’t lack ambition; they lack focus. Prioritizing payroll, vendors, and sustainable growth over personal draw builds trust internally and externally. Over time, this creates a compounding effect: trained leaders pass down standards and judgment that outside hires can’t replicate. Principles stop being slogans and become infrastructure.[00:17:36] Use Guardrails to Unlock Creativity Instead of Stifling ItTakeaway: Constraints don’t kill creativity—they aim it.Lindiwe explains how clear guardrails transform cross-functional chaos into productive collaboration. Designers move faster when constraints are explicit, and stakeholders contribute better feedback when they focus on strategy instead of taste. Guardrails—brand, goals, and boundaries—turn conflicting opinions into useful tension rather than endless revision cycles. When everyone understands their role, creativity becomes a problem-solving engine instead of an emotional battleground.[00:23:09] Pick a Niche Problem, Build a Data Advantage, and Lock In StickinessTakeaway: Defensibility comes from speed, focus, and owning one lane deeply.Cooper outlines how companies survive in an AI-accelerated world by solving specific, high-value problems that large AI labs won’t prioritize. As AI agents become the primary interface, switching costs—not features—create stickiness. Products trained on deep, niche data become hard to replace because retraining is expensive and risky. Fast iteration beats long build cycles, and early customer feedback compounds into a defensible data advantage. Specialists win by moving first and learning fastest.[00:26:48] Specialize—Don’t Consolidate—in an Agent-Led FutureTakeaway: In an AI ecosystem, the best tool wins—not the biggest one.Cooper expands on why consolidation fails in an agent-driven world. AI platforms like OpenAI rely on specialist tools through integrations rather than attempting domain mastery themselves. That means businesses should obsess over doing one thing exceptionally well instead of expanding into adjacent features. Broad platforms become mediocre; specialists become indispensable. The winners are the teams that dominate a narrow use case, collect the most relevant data, and become the default choice when AI agents delegate work.Episode Resources:Shumel Lais on LinkedInJason White on LinkedInRobert Armstrong on LinkedInPatrick Wesonga on LinkedInMick Rigby on LinkedInLindiwe Stenberg on LinkedInCooper Simpson on LinkedInAmanda Vandiver on LinkedInAdam Landis on LinkedInBranch on LinkedInBranch WebsiteHow I Grew This on Apple PodcastsHow I Grew This on SpotifyHow I Grew This on Simplecast

In this episode of How I Grew This, host Amanda sits down with Justin Rashidi, Co-Founder and Head of Strategy at SeedX, Inc., alongside co-host Adam, to explore how to build sustainable growth engines, navigate the shifting search landscape powered by AI, and measure marketing efforts with precision in a world of constant platform changes.

In this episode, Amanda and Adam welcome Cooper Simson, Portfolio Manager at Martell Ventures, to discuss how to build sustainable AI-first SaaS companies for small and medium-sized businesses. Drawing from his experience launching an AI grant-writing startup and now scaling portfolio companies, Cooper breaks down the strategic frameworks, defensibility principles, and go-to-market tactics that separate winners from casualties in the AI boom.

In this episode of HIGT, hosts Adam and Amanda sit down with Lindiwe Stenberg, newly promoted Chief of Staff to the VP of Marketing at Venmo (formerly Growth Marketing Operations Lead), to explore her unconventional career journey from multimedia design to nursing school to fintech marketing, her philosophy on continuous learning, and practical strategies for building high-performing marketing stacks and cross-functional teams.