Growing Commercial Value by Building Brand Communities

Join Dots Oyebolu as he speaks to Mark Schaefer, Executive Director at Schaefer Marketing Solutions to unpack the profound impact of brand communities in today’s marketing landscape. The conversation explores the shift from traditional advertising to emotional connection, the role of purpose in community strategy, and how major brands like Nike and Coca-Cola have embraced communities to drive sustainable growth and advocacy.Key Takeaways:(00:00) Creating customers begins with love, not lead nurturing or manipulation.(01:54) Mark’s journey spans corporate leadership, authorship, and global consulting.(06:36) Ad-free streaming limits traditional advertising’s effectiveness.(08:26) Social media provides reach, but communities provide depth.(12:19) Purpose must align with customers to build meaningful brand equity.(16:29) Communities are defined by interaction and shared values — not passive audiences.(25:19) Traditional sales funnel thinking clashes with today’s empowered customers.(29:14) Micro-influencers are instrumental in authentic brand advocacy within communities.(35:45) Around 70% of brand communities fail because they’re created with a sales-first, rather than value-first, mindset.(36:35) Sephora’s billion-dollar community investment prioritizes engagement as the leading metric for relevance and future sales.(49:10) Hidden or “invisible” communities on platforms like Discord are growing fast, making traditional social listening obsolete for marketers.Resources Mentioned:Mark Schaeferhttps://www.linkedin.com/in/markwschaefer/Schaefer Marketing Solutionshttps://www.linkedin.com/company/schaefer-marketing-solutions/“Belonging to the Brand” – Mark’s latest bookhttps://businessesgrow.com/belonging-to-the-brand/The Marketing Companion podcasthttps://www.youtube.com/playlist?list=PLF06Qwa7RfooyhInNJSqEHns5sm-oRl0MRISE Communityhttps://businessesgrow.com/rise-community/Insightful Links:https://www.thinkific.com/blog/brand-community-examples-and-tips/https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/a-better-way-to-build-a-brand-the-community-flywheelhttps://hbr.org/2009/04/getting-brand-communities-rightThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

Lilach Bullock, Founder of Lilach Bullock Limited, a Forbes Top 20 Women Influencer, speaker and sales-oriented digital marketing consultant, meets with host Dots Oyebolu, to share her personal journey from legal secretary to global digital marketing influencer. She and Dots explore the critical alignment between sales and marketing, why businesses today can no longer rely on word-of-mouth alone and how marketing must evolve to support revenue goals in increasingly saturated markets. Key Takeaways:(01:31) Lilach shares her unconventional path from secretary to marketing influencer.(04:57) A revenue mindset is essential in today’s hyper-competitive environment.(07:31) Sales and marketing misalignment often stems from company size and communication silos.(09:57) Many businesses over-prioritize marketing and fear selling, leading to lost revenue.(13:01) Demand generation campaigns require more outbound effort and cannot replace SDRs.(15:50) Lilach outlines her process for mapping the customer buying journey using data.(20:19) Internal misalignment often hinders growth more than external challenges.(22:10) Tools like HubSpot help unify marketing, sales, and operations when used correctly.(32:29) Being memorable and personal — even through handwritten notes — cuts through noise.Resources Mentioned:Lilach Bullockhttps://www.linkedin.com/in/lilachbullock/Lilach Bullock Limitedhttps://www.linkedin.com/company/lilach-bullock-limited/HubSpothttps://www.hubspot.com/Insightful Links:https://hbr.org/2022/02/traditional-b2b-sales-and-marketing-are-becoming-obsolete https://mikekhorev.com/create-b2b-marketing-strategy-drives-sales-revenue https://fabric.inc/blog/b2b-digital-marketing Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

In this episode, Dots Oyebolu meets with Amy Hebdon, Founder of Paid Search Magic. Amy shares insights from two decades of paid search experience, reflecting on the evolution of digital advertising and uncovering what truly drives strategic success in PPC. Key Takeaways:(01:33) Paid search can be deeply strategic, offering room for creativity and problem-solving when done right.(02:49) Google Ads transformed digital advertising by prioritizing relevance over banner visibility.(04:46) Understanding Google’s motivations helps marketers respond more effectively to platform changes.(07:50) Despite changes in technology, ad opportunities will persist because ads remain Google’s revenue engine.(08:50) Broad match works in some accounts but fails in others — nuance beats blanket advice.(13:41) Great audits begin at the strategic level, aligning mission, objectives, and tactics using the MOST framework.(16:01) High ad strength isn’t a reliable indicator of campaign effectiveness; focus on message clarity and fit.(19:14) Marketers must accept the quirks of Google's enforcement systems — appeals and pivots are often necessary.(26:51) Proving value means aligning with client goals and telling the full story behind paid media’s impact.Resources Mentioned:Amy Hebdonhttps://www.linkedin.com/in/amyhebdon/Paid Search Magichttps://www.linkedin.com/company/paid-search-magic/Spectrehttps://spectre.uk.com/Google Ads / Adwordshttps://www.google.com/aclk?sa=l&ai=DChcSEwi4mZjJ_MiMAxUkhUsFHeObC_QYABAAGgJzZg&co=1&ase=2&gclid=CjwKCAjwktO_BhBrEiwAV70jXkbE4mGNVnzCffF6SLcewq9xX7SNUxzN5AMD79yJ4OWuJR9J41mkqRoC_GsQAvD_BwE&ei=fl71Z8XsLcqvhbIP4-as4Qo&sig=AOD64_2FogJiz4EobzysFZMRPzZJFRlRbw&q&sqi=2&nis=4&adurl&ved=2ahUKEwjFo4bJ_MiMAxXKV0EAHWMzK6wQ0Qx6BAgKEAEInsightful Links:https://marketing.org.nz/resource-hub/digital-marketing/the-future-of-paid-ads-and-organic-contenthttps://www.linkedin.com/pulse/how-ai-changing-paid-search-skmktgagency/https://www.sortlist.com/blog/search-engine-advertising/Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

Dots Oyebolu chats to Kathy Guzmán Galloway, CEO and Strategist at The Clarity Wizard, who shares insights from her two-decade career in the consumer packaged goods (CPG) industry, covering her early days at PepsiCo and her current focus on brand positioning. She breaks down the classic Four Cs and Four Ps marketing frameworks and explains why they no longer suffice in today’s complex brand environment. Kathy introduces her own Brand Fundamentals framework to help companies clarify their message.Key Takeaways:(01:22) Kathy shares her 20-year journey in CPG, starting with foundational training at PepsiCo.(02:14) She contrasts consumer packaged goods (CPG) with FMCG.(02:58) Kathy now focuses specifically on brand positioning, helping leaders articulate strategy.(05:28) CPG is about the end user, regardless of whether the go-to-market strategy is DTC or retail.(07:07) She outlines the classic Four Cs and Four Ps frameworks and how they relate to positioning.(10:24) Kathy introduces her Brand Fundamentals framework to avoid the “and also” problem.(13:45) A major sign of poor positioning is constant internal revisions and unclear brand differentiation.(16:54) She emphasizes revisiting brand positioning regularly to stay ahead of shifting consumer needs.(23:00) Dove’s use of brand purpose exemplifies how consistency across all brand touchpoints drives loyalty.(35:50) To maintain loyalty, brands must stay close to their consumers and evolve with their changing needs.Resources Mentioned:Kathy Guzmán Gallowayhttps://www.linkedin.com/in/kathygallowayThe Clarity Wizardhttps://www.linkedin.com/company/theclaritywizard/Insightful Links:https://peekage.com/blog/positioning-messaging-testing-for-cpg-brandshttps://www.smashbrand.com/articles/brand-positioning-map/https://studionoel.co.uk/understanding-brand-positioning-modelsThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

Today, Corey Coates, CEO and Co-Founder of Podfly Productions, LLC, joins Dots Oyebolu to talk about high-level, B2B brand marketing. Corey shares his decade-plus journey helping executives and brands embrace podcasting as a vital component of their content marketing strategies. In this episode, Corey explains how executive-level podcasting often begins in unexpected ways, the importance of kindness in navigating complex B2B structures, and why treating podcast content as purpose-built — rather than simply repurposed — leads to deeper audience engagement. Key Takeaways:(01:18) Podfly — a support system for executives and brands looking to incorporate podcasting into their media mix.(03:27) Many B2B podcast initiatives begin with a junior executive being “handed the podcast folder,” often without clear strategic direction.(05:59) Early discussions with clients help define podcast KPIs.(09:23) Podcasting has evolved from a side project to a core component.(09:56) Instead of "repurposing" content, create platform-specific assets from rich podcast interviews.(13:16) Specialized teams for branded shows allow for scalable, expert-driven content creation.(15:08) Unique collaborations spark executive partnerships.Resources Mentioned:Corey Coates -https://www.linkedin.com/in/corey-coates-2a3aba34/Podfly Productions, LLC -https://www.linkedin.com/company/podfly-productions/Podfly | Website -https://www.podfly.net/In the Hot Seat Podcast -https://enfuce.com/in-the-hot-seat-podcast/ Insightful Links:https://www.desantisbreindel.com/insights/unlocking-c-suite-executives-content/ https://www.marketingprofs.com/articles/2021/44825/best-practices-for-reaching-and-marketing-to-the-c-suite-audience https://longitude.ft.com/campaigns-hook-c-suite/ https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/marketings-moment-is-now-the-c-suite-partnership-to-deliver-on-growthThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

Dots Oyebolu speaks with James Wirth, Senior Director of Strategy and Growth Marketing at Citation Labs, to explore how SEO is more about ROI than just rankings and why SEO professionals should “steal” budgets from PPC campaigns.James shares insights on the impact of AI on search, the role of structured content, backlinking strategies, and how competitive analysis shapes SEO success.Key Takeaways:(01:00) To a marketing strategy leader, SEO isn’t just SEO — it’s all about ROI.(02:28) The rise of AI is reshaping organic search, shifting from "dark social" to "dark search" and "dark communities."(03:47) Google’s Search Generative Experience (SGE) changes how marketers approach SEO.(06:19) Early studies indicate that SGE pulls search results from specific ranking positions.(10:26) Google may reduce the number of search pages, making Page One rankings even more critical.(12:52) Bing’s role in SEO may expand as Microsoft invests heavily in AI-powered search.(17:03) Structured content and schema markup are more crucial than ever for SEO success.(21:09) Leveraging podcast content for guest-authored articles is an effective backlinking strategy.(26:16) The concept of "money pages" determines where backlinks should point for the highest SEO impact.(28:54) Competitive analysis involves evaluating link gaps, search ranking positions, and content structure.(35:42) Look at unasked questions when making recommendations around content.(44:04) Measuring SEO ROI is an ongoing challenge, but controlled testing helps quantify impact.Resources Mentioned:James Wirth -https://www.linkedin.com/in/jameswirth/Citation Labs -https://www.linkedin.com/company/citation-labs/Link Launch | A new mission control for link building -https://linklaunch.com/Citationlabs.com | Blog including ROI Forecasting template -https://citationlabs.com/link-building-your-cmo-will-love/Insightful Links:https://intergrowth.com/seo/vs-ppc/https://searchengineland.com/7-things-wish-cmos-knew-link-building-192705https://www.mediajel.com/blogs/link-building/https://www.thehoth.com/blog/new-way-to-build-links/Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.We appreciate the enthusiasm and support from our community. Currently, we are not accepting new guest interview requests as we focus on our existing lineup. We will announce when we reopen for new submissions. In the meantime, feel free to explore our past episodes and stay tuned for updates on future opportunities.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

Dots Oyebolu’s guest for this episode is Isaiah Studivent, CEO of Evron, a revenue marketing agency helping B2B SaaS companies scale from $1M to $10M ARR. Isaiah shares his journey from graphic design to entrepreneurship, the pivotal moments that shaped his agency’s approach and why revenue marketing is the future of growth. Key Takeaways:(02:21) A client’s harsh feedback led to a pivotal shift in Evron’s focus.(04:12) The evolution of go-to-market roles has shifted the responsibilities of marketing, sales and customer success.(07:53) Getting the ideal customer profile right is crucial, and when data is limited, analyzing competitors can provide valuable insights.(13:11) B2B marketers must adapt to shifting buyer behaviors, focusing on long-term positioning.(15:04) The monetization of B2B audiences is valuable but must be backed by sustained value delivery.(19:58) B2B marketers should leverage intent-based platforms to track buying signals.(23:17) Engaging customers in content creation strengthens retention and expansion efforts while fostering advocacy.(28:36) Structuring marketing intelligence requires integrating all data sources into a centralized system.(31:47) A well-defined sales pipeline requires clear entry and exit criteria for each stage, segmented by deal size to improve efficiency and reduce customer acquisition costs.Resources Mentioned:Isaiah Studivent -https://www.linkedin.com/in/isaiahstudivent/Evron -https://www.linkedin.com/company/evrondigital/Exit Five Community -https://www.exitfive.com/Walnut | Interactive Product Demos -https://www.walnut.io/6sense | Intent Data Platform -https://6sense.com/Clearbit | B2B Data & Enrichment -https://clearbit.com/Leadfeeder | Website Visitor Identification -https://www.leadfeeder.com/HubSpot | CRM & Marketing Automation -https://www.hubspot.com/Insightful Links:https://marketinginsidergroup.com/strategy/marketings-role-as-a-revenue-engine-lessons-from-the-front-line/https://www.accenture.com/ca-en/services/song/marketing-transformationhttps://mitsloan.mit.edu/ideas-made-to-matter/why-data-driven-customers-are-future-competitive-strategyThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

In this episode, Jason Vana, Founder and CEO of SHFT Agency, breaks down the power of brand strategy, explaining how businesses can create a compelling identity that not only attracts the right customers but turns them into advocates. He highlights the often-overlooked role of brand strategy in driving long-term business success and revenue growth.Key Takeaways:(02:23) A strong brand identity can be the deciding factor between business success and failure.(03:56) Many CEOs and CMOs misunderstand brand strategy, seeing it as a cost rather than a revenue driver.(04:57) The difference between a business strategy and a brand strategy and why the latter creates lifelong advocates.(07:27) A strong brand strategy defines your target audience while influencing every aspect of your business.(08:41) A brand is a gut feeling people have about a business, which is influenced by every touchpoint.(13:30) If your company’s internal policies contradict your brand message, customers will remember the experience over the tagline.(21:49) Apple’s dominance proves that strong branding can create demand, even when a product isn't technically superior.(55:18) Differentiation must be based on what matters to customers, not just being different for the sake of it.Resources Mentioned:Jason Vana -https://www.linkedin.com/in/jasonvana/SHFT Agency -https://www.linkedin.com/company/shftagency/Insightful Links:https://blog.hubspot.com/sales/product-differentiationhttps://medium.com/theymakedesign/brand-differentiation-41edd435ff2ehttps://www.spellbrand.com/brand-storyhttps://www.inc.com/martin-zwilling/how-to-position-your-startup-to-attract-right-customers.htmlThanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

In this episode, Stefan Boettcher, Founder and Director of QLICK.XYZ, joins Dots Oyebolu to explore the world of performance marketing for startups. Stefan shares his journey from agency work to running his own business, highlighting the key challenges startups face in paid marketing.Key Takeaways:(06:20) Common pros and cons of startup performance marketing.(08:41) Challenges of bootstrapped vs. funded startups.(9:38) Startups may have a great product, but extensive customer education is required, which can slow down conversion rates.(13:24) Mistakes startups make and the best practices for landing pages in PPC.(18:19) The rule of thumb in performance marketing: getting the right traffic, as well as conversion optimization.(25:08) Seasonality and its significant role in marketing.(25:57) No matter how great a product is, a poorly converting website renders ad spend ineffective.(27:25) Diminishing returns in scaling and understanding that increasing ad spend doesn’t always mean doubling leads.Resources Mentioned:Stefan Boettcher -https://www.linkedin.com/in/stefanboettcher/QLICK.XYZ -https://www.linkedin.com/company/qlick.xyz/Insightful Links:https://tuffgrowth.com/performance-based-marketing-for-startups-and-scaleups/     https://www.wrike.com/blog/unlocking-growth-performance-marketing/   https://www.thehartford.com/business-insurance/strategy/startup/marketing  https://mailchimp.com/resources/startup-marketing-strategy/ Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds

Dots Oyebolu sits down with Katherine Kerr, Founder of Podcast Pioneers, to speak about expert insights into podcast strategy, from setting a clear vision to ensuring sustainability and maximizing audience reach. Katharine discusses the importance of understanding audience behavior, creating high-quality content and integrating podcasts into a broader marketing ecosystem.Key Takeaways:(01:24) Podcast Pioneers specializes in integrating audio into brand communication strategies.(02:50) Podcasting should align with an organization’s existing content ecosystem.(04:17) The UK podcast market matured later than the US but has seen significant growth since 2015.(08:31) A clear vision and understanding of audience needs are essential for long-term podcast success.(09:36) Brands should focus on their desired impact and establish measurable success metrics.(10:30) Resource allocation, including in-house vs. outsourced production, affects podcast sustainability.(13:02) Podcasts should be part of a broader content funnel to deeply engage audiences.(24:31) High-quality storytelling and production are crucial to achieving maximum listener retention.(31:52) Multi-platform promotion and listening ensure extended reach and long-term audience growth.Resources Mentioned:Podcast Pioneers website - https://podcastpioneers.comCasted website - https://www.casted.us/Content Allies website -https://www.contentallies.comDots Loves Marketing website - https://www.dotslovesmarketing.comInsightful Links:6 Essential Questions You Should Ask Before You Start A Podcast (Strategy Guide)https://indiemedia.club/insights/start-a-podcast/5 questions to ask yourself before starting a podcasthttps://muckrack.com/blog/2021/11/18/questions-to-ask-before-starting-a-podcastThe Most Important Question to Ask Before Launching a Podcasthttps://contentmarketinginstitute.com/articles/question-launching-podcast/Thanks for listening to the “Marketing Leadership” podcast, brought to you by Listen Network. If you enjoyed this episode, leave a review to help get the word out about the show. And be sure to subscribe so you never miss another insightful conversation.#PodcastMarketing #PerformanceMarketing #BrandMarketing #MarketingStrategy #MarketingIntelligence #GTM #B2BMarketing  #D2CMarketing #PodcastAds