Alex Boyd: Decoding Human Behavior for Marketing Success

"How do you speak to your audience?" Exploring the intersection of creativity, marketing, and the challenges of authenticity in content creation. Kerry Guard, host of Tea Time with Tech Marketing Leaders, is joined by Alex Boyd, co-founder of Aware, to discuss the influence of feedback on creative expression, the journey through various career transitions, and the importance of understanding human behaviour in marketing. They dive into the complexities of engagement on LinkedIn, the impact of algorithm changes on impressions, and the ongoing struggle between performance, authenticity in content creation. In this conversation, the speakers delve into the importance of authenticity in marketing, particularly on platforms like LinkedIn, as well as how they balance between performance and authenticity, emphasizing that while it's essential to engage and entertain an audience, and should not come at the cost of genuine representation. As well, Alex flips the script and puts Kerry on the hot seat discussing the energy required for effective performance, the necessity of understanding one's subject matter, and the value of sharing knowledge without pretending to know everything. Ultimately, they highlight the joy of content creation and the importance of being true to oneself while engaging with an audience. And, for Alex, petting his one year old cat. Check out how Aware helps grow faster on LinkedIn with 70% less effort. Get started for free: https://app.useaware.co/ Connect with Alex on LinkedIn and learn from his daily wisdom: https://www.linkedin.com/in/alexcboyd/ This episode is brought to you by MKG. Want tailored digital marketing strategies for B2B SaaS organizations are transparent and measured? Want to make every impression count? Run (don't walk) to this link: https://mkgmarketinginc.com/ (00:00) - The Influence of Feedback on Creativity (02:54) - Navigating Career Transitions and Discovering Passion (05:59) - Understanding Human Behavior in Marketing (08:59) - The Challenges of LinkedIn Engagement (12:02) - Algorithm Changes and Their Impact on Impressions (14:46) - The Performance vs. Authenticity Dilemma (17:47) - Balancing Professionalism and Authenticity in Content Creation (27:17) - Authenticity in Marketing (30:06) - The Energy of Performance (36:30) - Navigating Knowledge Gaps (43:17) - The Balance of Performance and Authenticity (49:05) - Finding Joy in Content Creation