Curtis and Tom sit down with Brendan Norman, CEO and co-founder of Classify, to talk about the future of digital advertising and why contextual targeting is making a comeback. Drawing from his experience launching Facebook’s Audience Network and scaling it to $3B in revenue, Brendan explains how Classify uses AI to go deeper than keywords and categories—ensuring the right ad shows up against the right content.

The conversation covers how contextual advertising works without relying on cookies or personal data, why precision beats blanket targeting, and how brands can win in a zero-click, privacy-first era. Brendan also shares case studies, including one niche product that saw a 35x lift in click-through rate using Classify’s curated URL lists, and introduces fresh ideas like his “ROSÉ” metric—return on sustainable efficiency—for tackling advertising’s carbon footprint.

N.B.:

• Learn more at tryclassify.com

• Connect with Brendan on LinkedIn

Takeaways:

• Contextual advertising is back—precision content targeting without cookies.

• AI can classify content at a deeper, more semantic level than legacy tools.

• Custom URL lists unlock niche targeting with outsized performance gains.

• Strong contextual alignment can lift CTRs by 50%+ (and sometimes far more).

• Sustainability matters: the ad industry must cut carbon waste from its massive data infrastructure.

• Best content still wins—context plus community creates durable advertising value.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Curtis and Tom welcome Nolan Reiter, Employer Branding Strategist at Scout Design, to unpack what employer branding really means…and why it matters now more than ever. Nolan shares how he helps companies move beyond job ads and recruitment campaigns to build authentic candidate experiences that align with culture and brand strategy. Nolan shares insights from client projects across industries, discusses candidate “moments that matter,” and highlights the role of AI tools like Paradox’s Olivia in making the hiring process more human, not less. You’ll also hear practical advice on how to audit your candidate journey, what to look for in aligning HR and marketing, and why companies must shift from quick tech fixes to deeper truths about culture and employee experience.

N.B.:

• Learn more at scoutdesign.agency

• Connect with Nolan on LinkedIn

Takeaways:

• Employer branding isn’t just advertising—it’s the candidate experience.

• Authenticity and alignment with company culture are essential.

• Strong employer branding improves application rates, candidate quality, and retention.

• Recruitment marketing and technology work best only after the brand truth is defined.

• Employer branding must connect with the company’s overall brand strategy for maximum impact.

• AI tools like Olivia can enhance, not replace, human touchpoints in the hiring journey.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Funnel-based storyteller returns to the podcast to have a little fun. Challenge, with Curtis as “the client,” can Josh and Tom retell a fictitious brand’s story on the fly, with little input and using only their aligned methodologies? Tom’s going to encourage Curtis to lead with his client’s WHY; and Josh is sure to align the messaging with the tried-and-true sales/marketing funnel. Will they outperform AI in the process? Tune in to find out!

We’re working without a net this week, folks…well, we did have the internet…but we didn’t use it…promise!

N.B.:

• Connect with Josh on LinkedIn.

• Learn more about Josh and his agency at Donco Marketing.

Takeaways:

• Funnel-driven storytelling helps structure brand messaging.

• Awareness is crucial in the initial stages of customer engagement.

• Positioning the customer as the hero enhances brand appeal.

• Social proof can significantly impact customer trust.

• Effective storytelling should focus on benefits, not just features.

• Understanding the audience's journey is key to effective marketing.

• Brand storytelling should evolve from the website outward.

• Identifying the precise target audience is crucial for effective messaging.

• Data plays a vital role in understanding lead generation and conversion.

• Stakeholder interviews are essential for crafting effective marketing narratives.

• AI can enhance marketing strategies but should not replace human insight.

• Effective messaging should focus on the customer's journey and pain points.

• Understanding the emotional aspects of marketing can improve client relationships.

• Customer-centric marketing positions the customer as the hero of the story.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

“Authentic” and “Storytelling” aren’t in “scare quotes” in the episode title. They are actually quoting two of the central themes of Season 2. (Also quoting Curtis a lot, we might add.) In this episode, he and Tom welcome Megan Sweigart from Kinetic Marketing Communications to thoroughly explore the significance of authentic storytelling in marketing. They discuss the innovative collective agency model (something we hold near and dear, of course!) and the shift in focus from SEO to human-centric messaging. The conversation emphasizes the importance of understanding the customer as the hero of the story, the challenges brands face in aligning their messaging, and the role of executives in personalizing brand narratives.

N.B.:

• Connect with Meagan on LinkedIn.

• Learn more about Kinetic Marketing Communications at kineticcomms.com.

Takeaways:

• Authenticity and storytelling are crucial in marketing, but let’s understand what each of those words actually mean in the modern marketing environment.

• Kinetic operates as a collective agency model—just like Collideascope!

• In a post-SEO world and new GEO reality, the focus should be on writing for people, not algorithms.

• The customer should always be the hero of the story. Where have we heard THAT before?!

• Brands must connect with their audience's needs and emotions authentically, so they understand which stories to tell.

• Executive involvement in storytelling enhances brand trust.

• Data can help align brand messaging with audience expectations.

• Storytelling should be approached like journalism in many ways.

• The impact of a story is more important than the litany of product features.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Tom finally gets his pudding and Curtis acquiesces. In this fun episode, we dive deep 🛎️ into the origins and evolution of a podcast launched to focus all on Yacht Rock. But this much more than exploring 🛎️ how he and his co-host—this week’s guest, Tom’s brother John—discovered the genre, the creation of modern Yacht Rock music, and their love of the music. No, this i all about the strategies they employed to join a community, nurture an audience, and become a center of influence in a niche they would eventually sell into.. They discuss the importance of storytelling, community engagement, and the marketing tactics that helped them grow their podcast and connect with listeners. John and Tom share insights gained from starting out as a complete unknown to eventually interviewing legendary artists, like Kenny Loggins. It’s more than just Tom’s favorite topic…it’s a case study in audience activation and building a story, not around you and your product, but around a specific audience’s natural passions and interests.

N.B.:

• • Check out the podcast, Out of the Main.
  • Intro Music: "Never-Ending Story" by Tom's modern yacht group August Red.
  • Outro Music: "Did You Mean That" by John's project Page 99.

• • Don’t forget to check your favorite music listening platforms for Page 99 and August Red!

    
    

  Takeaways:

  • Identifying and serving an audience is crucial for content success.

  • Storytelling is a key element in engaging listeners.

  • Building a community around a niche can lead to greater success than trying to build a customer base for your product or service.

  • Strategizing before launching a podcast can prevent future pitfalls.

  • Engaging with existing communities can accelerate audience growth for yourself.

  • Building momentum through networking can lead to greater visibility.

  • Creating content that serves the audience fosters genuine connections—more so than constantly pitching your wares.

  • Podcasting allows for the creation of diverse content from a single episode.

Tom and Curtis welcome Will Leach, best-selling author of Marketing to Mind States, to the show to explore the importance of understanding consumer behavior through the lens of behavioral psychology and neuroscience. Will discusses his Mind State Model, which emphasizes the significance of non-conscious factors in decision-making and how marketers can leverage this understanding to create more effective messaging. The conversation delves into the role of goals, motivations, and emotional connections in marketing, as well as the challenges of capturing and maintaining consumer attention in a saturated advertising landscape. The discussion also highlights the difference between brand attachment and brand loyalty, arguing that attachment creates a stronger connection with consumers.

N.B.:

• Learn more and get the book

• Connect with Will on LinkedIn

Takeaways:

• Understanding the non-conscious mind is crucial for effective marketing.

• The Mind State Model helps in crafting messages that resonate with consumers.

• Goals and motivations drive consumer behavior more than features.

• Behavioral economics provides insights into decision-making shortcuts.

• The reticular activating system filters out most marketing messages.

• Addressing pain points can bypass consumer filters and capture attention.

• Marketing should start with understanding the customer, not the product.

• Understanding psychological mind states is crucial for effective marketing.

• Resist “the AAA of temptation,” which is attribution, algorithms, and arithmetic.

• Marketers often optimize for metrics instead of human behavior.

• Brand attachment is stronger than brand loyalty.

• Temporal landmarks influence consumer behavior and decision-making.

• In the first-ever in-studio edition of Bullhorns and Bullseyes, Curtis and Tom welcome onto the set Doug Mans and Meghan Mans-Kurili, fourth- and fifth-generation members of the Mans family at the help of Mans Lumber and Home. Learn about the company’s secret to longevity, a story that spans 125 years, two world wars, two global pandemics, a housing bubble crisis, and even attempted arson! Learn how a family-owned business can both stay consistent to its values while also adapting with the times and evolving and innovating as a business. Listen or watch along to hear how Meghan modernized the company’s marketing approach, evolving it from brand awareness only to a mix of brand awareness, lead generation, and measurable outcomes tied to actual sales.

  
  

  N.B.:

  • Read and see all about the Mans legacy spanning 125 years!

  • Thanks to Auxiom for providing the studio space, recording gear, and highly capable tech team!

  
  

  Takeaways:

  • Evolve with the times to stay relevant—what worked for your business decades ago won’t carry you into the future.

  • Balance old-school tactics like radio and billboards with performance-based digital marketing to maximize your reach and ROI.

  • Prioritize marketing channels you can track and measure so you know exactly what’s working and where to invest.

  • Implement a closed-loop system where sales feeds lead quality data back to marketing to improve targeting and reduce waste.

  • Don’t underestimate your Google Business Profile—it may drive more phone calls than your website.

  • Rebrand thoughtfully if your current identity limits your appeal—make sure your name, colors, and message invite in your ideal customer.

  • Simplify the customer journey—make key actions like calling or finding a location just one tap away on mobile.

  • Create cohesion across multiple brands by building a unified strategy, even if the businesses serve slightly different markets.

  • Help your customers grow by sharing your marketing expertise—it deepens relationships and strengthens loyalty.

  • Use storytelling to turn your brand history and customer relationships into meaningful, memorable content.

Consultant, author and educator Mark Schaefer joins the podcast to discuss his new book, "Audacious: How Humans Win in an AI Marketing World.” Tune in to learn how to avoid the "economics of dull” and stand out in a world increasingly proliferated by the mundane. Mark emphasizes the need for courage in marketing, the significance of storytelling, and the role of community in building connections. The discussion also touches on measuring the impact of “audacious” marketing strategies and the necessity of embracing AI as a tool rather than a replacement. Ultimately, the conversation highlights that human connection and creativity remain vital in a technology-driven world.

N.B.:

• Find the book, follow Mark, and learn MUCH much more at businessesgrow.com.

Takeaways:

• Authenticity is key in a world saturated with AI-generated content.

• Personal branding is the final 20% that AI cannot replicate and won’t be replaced.

• Courage is essential for marketers to stand out.

• Storytelling should evoke emotions, not just convey information.

• Disrupting traditional storytelling can lead to greater engagement.

• Community building is a powerful marketing strategy.

• Measuring the impact of audacious marketing is essential. Check out Mark’s book for a methodology for measuring “audacious” marketing.

• AI should be embraced as a tool for enhancement, not replacement.

• Humans will always have an edge in marketing through creativity and connection…if they lean into originality, authenticity, and yes—audacity!