Funnel Reboot

Some of us are lucky enough to work in a place with analysts who can help us make sense of our data. But there are added challenges in making this  collaboration work.  Analysts may struggle with the questions marketers ask, finding them too vague for analyzing.  Marketers may get data back that they find irrrelevant; they may assume the analyst misunderstood their request. I'll grant that we can speak the same language, but that isn't enough. An Analyst cannot look at all the data, they cannot do analysis that will answer all your questions. The outcome you get will match the old movie Cool Hand Luke, which put it this way, WHAT WE'VE GOT HERE IS A FAILURE TO COMMUNICATE. The solution is for both sides to learn just enough of how the other's world to have meaningful dialogues all the way from problem scoping to decision-making. My guest today has been on the analyst's side of that table. He knows what practices determine whether this partnership works or fails. Graduating with a B.Sc. in Statistics, he has served as a Business Intelligence (BI) professional at various Government agencies and school boards. He is at home using tools like GA4,  IBM Cognos to Microsoft PowerBI and writing in languages like SQL, DAX and Python. He's also previously been a professional jazz musician, which led 17 years ago to him founding JazzGuitarLessons.net, a site selling online guitar courses to budding musicians.  running the ecommerce and email aspects of that site using his knowledge of analytics  proves how well he knows what information we need on the marketing side of the business.   Let's go to Gatineau Quebec to learn what analysts need from marketers to do their best work, with Marc-Andre Seguin. Chapter Timestamps   00:00 Intro 03:07 Meet Marc-Andre 05:58 Bias And Ground Rules 07:10 Data Quality And Signal 08:51 Cost Of Analytics Stack 11:35 What Makes Analysts Great 13:35 SME Habits That Help 17:29 Communication And Personalities 19:32 Chatbot Announcement 19:59 Stats And Tools For Marketers 23:53 Using LLMs With Guardrails 26:20 Wrap Up And Where To Find    Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.  

Talk of Content marketing started appearing online around 2007. One of the few people who  started talking about it was former Funnel Reboot guest Joe Pulizzi. It wasn't until 2014 I became aware of marketers who were staking their career on the profession of creating content. I found the idea of giving-away-expertise a bit unsettling.  Maybe it was because for a dozen years prior to that, I'd mainly communicated with audiences through paid ads. Gradually, Content marketing won out - we simply expect content on social media brings marketing results.  Only one problem, our guest says most of us aren't doing content marketing right. One of her main critiques is that we're making too much of it.. I'll use myself as an example. Let's look across the various accounts I've had on twitter/x; that have a combined 40,927 posts. Of those, analytics says only about 200, or 0.5% of them were home runs. If I'd known how our guest turns less into more; my marketing results could have been very different. I would also have been less stressed and would have slept better. Our guest is founder of Globia Content Marketing agency. After earning two Bachelor's degrees, from the University of Puget Sound and Boise State University, and completing her Master's at the University of Colorado Boulder, our guest spent two decades as an in-house B2B marketer. Wanting to improve how content marketing's done, she started posting on LinkedIn and built a sizable following and hung out her shingle in 2023. In 2025, she published her book Content Simplified.  Let's go to boise idaho to speak with Lee Densmer   Chapter/Timestamps 00:00 Intro 01:34 Meet Lee Densmer 02:46 Why Content Fails 04:08 Quantity Trap 05:47 Three by Five Framework 07:27 Set Three Goals 09:23 Burnout Social Example 10:48 Pick Three Buyers 15:14 Choose Three Themes 17:09 Mission Statement Focus 19:29 Stay In Your Lane 21:08 Avoid Endless Debates 22:28 AI Limits And Guardrails 25:54 SME Interview System 28:30 Chatbot Announcement 28:59 CEO Approval Bottleneck 30:59 Channels Promotion Repurpose 33:48 Metrics That Matter 36:29 Proving ROI And Budgets 37:21 Book details & Wrap Up  Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.

Small businesses run on lean marketing teams and tight budgets, but don't count them out. They're the overwhelming majority of businesses on earth. Small companies have one function that's poised to figure out AI through experimentation, analysis and strategic changes in direction. It's marketing, and it may very well determine the winner of the AI race. After graduating from Laurentian University, our guest worked in corporate and consulting positions across Canada and even in Korea. He then founded a business which he grew to a successful exit, which led to mentoring students at Algonquin College and eventually teaching in their Business Management and Entrepreneurship program. Hungry to understand what AI could do for businesses, he went back to school in 2016 — to Carleton University for a Master's degree. In 2025 he heard about the AI Collective and founded its local Ottawa chapter. He is now CEO of ScarlettNova, an AI company dedicated to building artificial intelligence solutions for businesses, and Founder of Rogue Ventures, an AI venture studio. Let's go to a coffee shop to talk with Chris Doré. Chapters Timestamps: 00:00 Intro  01:47 Why Chris says Marketers will endure 02:50 Why Pay for Pro Models 04:50 From User to Builder 08:02 Automation vs Agents 10:33 Context and Company Brain 13:36 Document Workflows for AI 17:47 Adoption Gap and Learning Curve 19:06 Token Costs and Budgeting 22:01 AI Energy Debate 22:19 Quantum Boost Ahead 23:00 Marketing Rapid Fire 23:18 Websites Get Personal 25:22 Vibe Coding Limits 26:06 Skills Over Knowledge 26:38 Events Still Matter 28:43 Paid Media After SEO 30:17 Winning With Niches 32:06 Trust And Adoption 34:32 Full Spectrum AI Help 36:02 Adoption Is Human 37:45 Venture Studio Spinoffs 39:20 Wrap-up Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.

Everyone makes content now. But having content doesn't automatically mean anyone will actually consume it. There are brands with long-running programs and audiences that carve out time for their content, while other brands' programs fade because it became a thankless chore. What's different between content that's adored and content that dies in obscurity?   The brands that win make content that audiences don't see as branded content. Where the work they made was so genuinely useful, or surprising, or true — that instead of feeling exploited, the recipients felt like they were being favored. A gift doesn't need your logo on it. Your fingerprints are already there. Our guest knows how to do this. His early career was working in production at AOL and several TV and radio networks. Then in 2014 he launched Pacific Content, an agency he built into the one brands trusted when they wanted to stop making noise and start building audiences. It was acquired by one of the country's largest media companies in 2023. What he learned doing that became the book Earn It, which came out in 2026. Let's go to this talk with Steve Pratt. Chapter Timestamps: 00:00 Why Content Gets Ignored 01:00 Meet Steve Pratt 02:12 Attention Is Finite 04:38 Be The Party Host 06:52 Marketing As A Gift 08:23 From You Not About You 09:55 Bravery And Commitment 12:46 Promote The Gift 15:03 Podcast Case Studies 21:07 Measuring Time And Trust 24:04 Fewer Things Better 25:35 Expertise Over Platform 27:04 Pacific Content And Wrap Up    Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.