On this episode, host Dots Oyebolu speaks with Anu Adegbola, Founder and CMO at PPC Live UK. Anu shares her journey in PPC, the story behind PPC Live UK and her perspective on testing, automation and the future of paid search. She explains why community is essential for marketers, how to approach demand and supply in PPC and why strategy must go beyond chasing platforms. Anu also discusses metrics, the role of AI, and the importance of knowing when to shift budgets to avoid diminishing returns.



Key Takeaways:

00:00 Introduction.

05:02 PPC Live UK evolves from a side hustle into a main business.

09:21 AI still struggles to replicate empathy and tone of voice.

13:04 Digital advertising is expensive and not accessible for all.

17:34 Small businesses lack data, so manual approaches remain critical.

21:32 Marketers must show up at the right time without repetition.

25:16 Frequency capping is essential for sustainable PPC campaigns.

29:29 Average order value matters more than conversion count alone.

33:00 What gets celebrated gets repeated in marketing and leadership.

37:33 PPC hits diminishing returns if spend is not redirected.

Resources Mentioned:

Anu Adegbola

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

PPC Live UK | LinkeIn

https://www.linkedin.com/company/ppcliveuk/

PPC Live UK | Website

https://www.ppc.live

Insightful Links:

https://medium.com/@Glenames/programmatic-advertising-101-c92b5f6cd75d

https://blog.federatedmedia.com/how-supply-demand-can-alter-your-marketing-strategy

https://searchengineland.com/how-to-incorporate-search-demand-in-your-campaign-optimizations-347798

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, Tai Goodwin, Marketing Strategist and CEO at That Marketing Team,* joins Dots Oyebolu to share her journey from teaching to entrepreneurship and the insights she has gained along the way. Known previously as the “Quiz Queen,” Tai explains how interactive tools create deeper engagement, generate qualified leads, and reveal valuable data.

Key Takeaways:

00:00 Introduction.

03:12 Build your email list before launching products and courses.

05:28 Use quiz data to qualify and disqualify leads confidently.

09:21 Differentiate by delivering value because sales cycles are longer.

12:48 Quiz results segment audiences by challenges and demographics effectively.

15:39 Grow from inside out by prioritizing quality over quantity.

21:00 Two tools, a quiz platform and CRM, run automation.

Resources Mentioned:

Tai Goodwin

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

That Marketing Team | LinkedIn

https://www.linkedin.com/company/thatmarketingteam/

That Marketing Team | Website

https://thatmarketingteam.com/

“The Profitable Woman’s Playbook” by Tai Goodwin

https://www.amazon.com/Profitable-Womans-Playbook-Strategies-Business-ebook/dp/B07MPP1YQ2

*Since recording the interview, Tai Goodwin has changed companies and is now the Liberation Coach of The Gospel of You

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

On today's episode, Dots Oyebolu welcomes Greg Smith, CEO and Founder of buntu.YOU. Greg shares insights from decades in experiential education and client retention, explaining how businesses can create authentic human connections that strengthen customer loyalty. He challenges traditional notions of branding, discusses why retention matters more than service, and shows how marketing with intention drives sustainable profits.

Key Takeaways:

00:00 Introduction.

04:56 Customer retention depends on delivering authentic human experiences.

10:35 Intentionality is the foundation for achieving meaningful business results.

15:53 Web3H centers on humanity beyond technology and automation.

19:18 Branding is about honoring promises, not creating masks.

28:35 Human beings crave belonging, connection and significance.

30:22 Direct mail is a quiet and powerful channel for marketing.

35:08 Overwhelming customers with humanity creates stronger relationships.

46:30 Consistency in client retention is strengthened by surprise and delight.

50:48 Use data and insights to build confidence and prove success.

Resources Mentioned:

Greg Smith

https://www.linkedin.com/in/greg-smith-shw

buntu.YOU | LinkedIn

https://www.linkedin.com/company/buntu-you/

Buntu YOU | Website

https://buntu.com.au/

Insightful Links:

https://www.zendesk.com/blog/customer-retention/

https://www.vastactioninc.com/blog/the-reinvigorated-appeal-of-handwritten-notes

https://sendgrid.com/blog/retention-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

Join Dots Oyebolu as he sits down with Michelle Raymond, Founder and LinkedIn Trainer of B2B Growth Co, for a refreshingly honest conversation about using LinkedIn to drive sustainable B2B business growth.

Michelle shares candid stories from her sales career, explains her practical framework for social selling, and shines a light on how relationship-building, strategy and persistence outperform quick fixes or shortcuts. The discussion spans the realities behind viral content, secrets to building meaningful connections and the true metrics that matter for business impact.

Key Takeaways:

00:00 Introduction.

01:46 Starting a sales job with zero resources.

05:53 Landing a $2 million client from authentic LinkedIn content.

09:15 Why chasing engagement pods and viral templates kills true value.

12:54 Social selling defined: Right people, nurtured over time equals win.

16:42 The real KPI: quality conversations, not follower count or reach.

20:36 Most people on LinkedIn aren’t proactively starting genuine conversations.

24:15 Removing bots and fake accounts means better business results.

27:00 Do quality work, prioritize niche and avoid shortcut temptations.

35:12 Michelle’s GROWTH framework for employee advocacy and lasting habits.

Resources Mentioned:

Michelle Raymond

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

B2B Growth Co | LinkedIn

https://www.linkedin.com/company/b2b-growth-co/

B2B Growth Co | Website

https://b2bgrowthco.com/

Insightful Links:

https://www.linkedin.com/pulse/37-tips-social-selling-linkedin-muhammad-a-bashar/

https://blog.hubspot.com/sales/social-selling-linkedin

https://www.copilotai.com/blog/what-is-linkedin-social-selling-how-to-win-sales-on-linkedin

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 speaks with Nancy Harhut, Co-Founder and Chief Executive Officer of HBT Marketing. They explore the world of behavioral marketing and how marketers can leverage psychological principles to drive customer acquisition and brand loyalty. The conversation covers practical applications of behavioral science, from influencing stakeholders to crafting compelling narratives that activate multiple areas of the brain.

Key Takeaways:

0:00 Introduction.

04:06 No magic wand exists that makes people take action every time.

07:12 Behavioral science principles work across all demographics and environments.

12:03 The appeal of the phrase: "Would you be willing to consider this?"

21:57 Customer cynicism grows with ChatGPT and increased information access.

25:42 Scarcity drives immediate decisions when interest already exists.

29:36 More brain activation improves understanding and memory retention.

30:17 “Narrative transport” pulls listeners into the story so they feel what the characters feel.

32:30 Once ideas become yours through stories, you're reluctant to give them up.

34:30 Focus on lifetime value rather than just immediate acquisition.

39:30 Information gap theory: people take action to close gaps between what they know and want to know.

Resources Mentioned:

Nancy Harhut

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

HBT Marketing | LinkedIn

https://www.linkedin.com/company/hbt-marketing/

HBT Marketing | Website

https://www.hbtmktg.com/

Insightful Links:

https://www.ogilvy.com/ideas/how-increase-your-marketing-effectiveness-behavioral-science

https://terakeet.com/blog/behavioral-marketing/

https://kadence.com/how-to-use-consumer-behaviour-to-drive-customer-action-and-loyalty/

https://contentmarketinginstitute.com/articles/content-increase-audience-response/

https://www.naylor.com/associationadviser/10-free-behavioral-science-secrets/

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 speaks to Nigel Thomas, CEO of Alpha Unbound*. Nigel shares his remarkable evolution from construction cost management to D2C marketing leadership, unpacking financial discipline, agency operations, influencer strategies and the latest in first-party data and digital experiences. They explore attribution, content and the future of customer experience — all tailored for modern marketers navigating a changing digital economy.

Key Takeaways:

(00:00) Introduction.

(06:42) How unrealistic early market conditions shaped D2C growth.

(10:12) Why TikTok’s audience behavior differs from Facebook’s.

(15:48) The fundamentals focused on today by winning brands.

(16:54) First-party data as a competitive advantage.

(18:39) Why poor input leads to poor creative output.

(22:30) The customer-experience risks of agency silos.

(24:21) A $200,000 campaign built from targeted research.

(29:18) Gamification’s role in improving website experiences.

(35:39) Understanding a lifetime value to CAC ratio.

(41:51) Why perfect attribution isn’t possible and what to focus on instead.

(52:45) Making agencies care by sharing the why, not just the how.

(01:00:51) The cost of not creating personalized customer experiences.

Resources Mentioned:

David to Goliath | Website

https://mentoring.davidtogoliath.com/l/undeniable-business-planner

Insightful Links:

https://home.breinify.ai/learn/best-d2c-marketing-strategies

https://www.feedough.com/d2c-marketing-guide/

https://www.smartinsights.com/digital-marketing-strategy/direct-to-consumer-e-commerce-marketing-techniques-for-d2c-brands/

*Since recording the interview, Nigel Thomas has changed companies and is now the Founder of David to Goliath

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 speaks to Sam Dunning, Sales Director and Co-Owner of Web Choice*, about driving measurable demand using SEO, website performance and strategic content development. Sam shares how B2B companies can unlock bottom-of-funnel results, improve lead quality and build brand equity — all through smarter organic strategies. He also discusses the shift toward zero-click content, his approach to gated versus ungated assets and how to build out content engines that work long after publishing.

Key Takeaways:

(00:00) Introduction.

(06:33) SEO is more than traffic — it strengthens all GTM channels.

(12:45) Start with high-intent search terms from in-market buyers.

(16:27) Use sales and success teams to identify content themes.

(18:48) Zero-volume keywords can still signal strong buying intent.

(21:39) Niche terms outperform broad keywords in B2B SEO.

(24:00) Review top pages and one-up competitors with richer detail.

(26:54) Gated content blocks SEO unless it's highly valuable.

(27:18) Focus content on bottom-funnel terms to drive conversions.

(31:00) Social proof builds trust and reinforces content performance.

(35:03) Podcast guesting is a powerful PR and backlink strategy.

Resources Mentioned:

Sam Dunning

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

Breaking B2B | LinkedIn

https://www.linkedin.com/company/breaking-b2b/

Breaking B2B | Website

https://www.breakingb2b.com/

Web Choice UK | Website

https://www.webdesignchoice.co.uk/

Insightful Links:

https://www.leadfeeder.com/blog/demand-generation-tactics/

https://firstpagesage.com/seo-blog/b2b-saas-seo-best-practices-for-2023/

https://www.blendb2b.com/blog/the-best-b2b-demand-generation-strategies-for-2023

*Since recording the interview, Sam Dunning has changed companies and is now the Founder of Breaking B2B

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 welcomes Ryan Sullivan, Founder and Owner of Podcast Principles, on this episode.

Ryan shares his expertise in helping B2B brands leverage podcasts to build audience-focused marketing strategies. He discusses how companies can move beyond short-term KPIs and embrace podcasts as a long-term vehicle for content demand generation. Ryan also highlights the importance of creative freedom, consistency and developing content that reflects culture over corporate trends.

Key Takeaways:

(04:11) The core value of podcasting remains the same, offering depth and connection beyond surface-level marketing.

(05:06) We now live in an era where people may follow your content without ever buying from you.

(11:15) Creating demand for your content is more important than tying every effort directly to sales.

(18:28) A small audience today is what builds the momentum for a larger audience tomorrow.

(23:29) Creative ideas aren’t born in systems or processes but moments of inspiration.

(34:29) B2B podcasts need to tap into culture, not just traditional industry formats.

(40:02) Great podcast clips require craftsmanship, not automation or shortcuts.

(42:54) Organic social media is still the most effective way to build awareness and drive engagement.

Resources Mentioned:

Ryan Sullivan

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

Podcast Principles | LinkedIn

https://www.linkedin.com/company/podcast-principles/

Podcast Principles | Website

https://www.podcastprinciples.com/

Insightful Links:

https://jake-jorgovan.com/blog/the-definitive-guide-to-b2b-podcasting

https://www.lemonpie.fm/resource/klue

https://www.casted.us/blog/the-next-generation-of-b2b-content-marketing-the-b2b-podcast-maturity-curve

https://www.thedrum.com/opinion/2023/06/22/4-ways-brands-can-use-podcasting-flex-their-creative-muscles

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