Marketing Without the Nonsense with Susan Tyson

In this episode of Retained Trust, host Karl Hughes speaks with Susan Tyson, a fractional CMO and author based in Chicago. Susan breaks down how small business owners can handle marketing strategy without fluff or jargon. With a direct and practical style, she shares lessons from a decade of consulting and decades more in marketing across industries. From the value of a one-page strategy to the power of consistent branding and effective SEO, Susan highlights what works—and what wastes your time. They also explore how agency owners can benefit from outside perspective and leadership, and why trust and clarity matter more than trendy tactics. Key Points From This Episode: [00:00:00] Susan’s approach to working with B2B small business owners. [00:03:42] Why trust is a core part of every marketing relationship. [00:04:35] The value of marketing basics over shiny trends. [00:05:15] Strategy as a necessary—not optional—foundation. [00:07:35] Susan’s path to fractional CMO work. [00:08:41] Origins of her book “Marketing Without the Nonsense.” [00:10:42] Helping business owners lock in their market focus. [00:13:24] Typical engagements and outcomes for a fractional CMO. [00:16:14] Using broad industry experience as a consulting strength. [00:20:29] Elevating junior marketers through mentorship and structure. [00:22:03] Common pitfalls found during marketing audits. [00:24:17] Why SEO is not optional—even for small companies. [00:26:56] Countering the myth that SEO is “too saturated.” [00:30:05] Leveraging a CMO’s network of specialized experts. [00:31:52] Why agencies often neglect their own marketing. [00:33:14] Maximizing LinkedIn as a B2B growth tool. [00:36:08] Choosing the right channels for agency and service marketing. [00:38:11] Learning from where your clients spend attention. [00:40:04] Susan’s favorite marketing reads and influences. [00:41:48] Where to find and follow Susan online. Links: Susan Tyson on LinkedIn: https://www.linkedin.com/in/susantyson/ SGTyson: https://sgtyson.com/ Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes Production and editing by The Podcast Consultant: https://thepodcastconsultant.com