Bullhorns and Bullseyes

Tom and Curtis Hays engage Joel Waldman, founder of Yak AI, to discuss the evolving landscape of local SEO and the critical role of Google Business Profiles. The conversation delves into the impact of AI on marketing strategies and the necessity for businesses to adapt to new consumer behaviors. Joel shares actionable insights for small to medium-sized business owners to enhance their online prese...

Curtis and Tom welcome Jared Gibson, co-founder of Outworks, to the show to discuss the importance of founder-led content in today's digital landscape. They explore the shift from company-centric marketing to personal branding, especially in the wake of the pandemic. The conversation delves into the challenges of maintaining reach on LinkedIn, the significance of quality content over sheer num...

In this episode, Tom and Curtis explore key foundational concepts of marketing and demonstrate how they use various models — one traditional, one transformational, and one original — to construct campaigns, measure success, and message effectively. They begin with the traditional sales funnel (AIDA) and the importance of understanding the customer journey. They then discuss the RACE framework and...

Tom and Curtis delve deeply this week into the intricacies of content marketing, emphasizing the importance of storytelling, understanding the audience, and the concept of the hero's journey in marketing. The conversation highlights the need for businesses to connect emotionally with their audience and to understand their journey in order to effectively communicate their value proposition. The...

Curtis and Tom welcome Dani Dufresne, Executive Producer and Founder of The Aux Company, to explore the evolution of the agency model. Dani emphasizes the importance of building an audience, rather than just having customers . The group discusses and debates insights on community engagement, the significance of branding before marketing, and the need for data-driven decisions in marketing strategi...

In this episode, Tom and Curtis discuss the recent Google Marketing Live 2025 event, exploring Google's innovative strategies in marketing, the evolution of search, and the impact of AI on user behavior and content discovery. They emphasize the shift towards intent-based marketing and the importance of understanding consumer needs in the digital landscape, particularly through platforms like Y...

Micheal Cooney, Founder of WhatConverts, joins Tom and Curtis to touch the third rail of marketing attribution: "What's working and what is my return on investment?" The conversation explores the challenges marketers face in tracking conversions, the significance of reporting in monetary terms, and the need for accountability in sales processes. They also delve into the concept of gamification in...

Tom and Curtis celebrate their 50th episode, welcoming guest Carl Winans to discuss the intersection of magic and mathematics in business. Carl emphasizes that advertising is fundamentally a math problem, and understanding key metrics is crucial for sustainable business growth. He shares his entrepreneurial journey, highlighting the importance of doing the math upfront to avoid costly mistakes. Th...

Moshe Zippel, Senior Lead, Advertiser Success with Beehiiv, joins Curtis and Tom to dive deep into newsletters — both from a creator standpoint and from that of advertising in newsletters. We explore email as a middle-of-the-funnel marketing channel as well as a top-of-the-funnel medium in which advertisers can reach highly engaged audiences without all of the typical “noise” that can plague some...

Stop hiding behind your logo! That and other valuable marketing lessons, courtesy of Ryan Koral, Founder of Tell Studios. How do you accomplish that? Video, among other things. Because the second-most authentic delivery medium after face-to-face just might be well-delivered video. Tune in this week as he, Curtis and Tom explore strategies to get the reluctant off of the sidelines and into the vide...

Matt Loria, CEO of Auxiom and host of the BLTnT Podcast, returns to the show, this time to delve into the world of podcasting. A relatively recently convert at Curtis’s urging, Matt and the guys explore its evolution as a form of content marketing, the importance of storytelling, and the personal journeys that led them all to embrace this medium. They discuss the challenges and successes of podcas...

Did Curtis finally call the Podcasting Police on Tom? Tune in to find out!  In the meantime, Tom and Curtis welcome Jessica Pulis, National Account Manager with Red Seat Ventures, to the podcast to discuss the evolving landscape of podcasting. They explore the journey of podcast advertising, the importance of authenticity, and the metrics that define success in the podcasting world. Jessica shares...

Bona fide influencer Claudia Pfau joins Curtis and Tom to examine the potential of influencer marketing and its various implications, even in the B2B space. They discuss the importance of trust and authenticity in building relationships with influencers, the role of internal advocates, and strategies for identifying and leveraging influencers effectively. The conversation also highlights the chall...

Curtis and Tom are joined by marketing and branding consultant Katherine LeBrun on the show to discuss the metaphorical implications of fishing versus hunting in sales and marketing. They explore how the traditional hunting mindset can be detrimental to building customer relationships and how adopting a fishing mentality can lead to more effective engagement. Even though Curtis is the avid fisherm...

Tom and Curtis welcome back fractional CMO Aimee Schuster to discuss the critical distinctions between “hand raisers” and “learners” in digital marketing. They explore how understanding these differences can shape marketing strategies, emphasizing the importance of nurturing learners into hand raisers. The conversation delves into the significance of creating two separate funnels for learners and...

Are we already living in a post-search, post-SEO reality? If so, now what? In this episode, Tom and Curtis explore the evolving landscape of search and marketing in the age of AI. They discuss the rise of zero-click searches, the implications of voice search, and the need for businesses to adapt their SEO strategies. The conversation emphasizes the importance of authentic content and storytelling...

Curtis and Tom kick off Season 2 by going live (originally airing December 18, 2024), during which they covered a range of topics with both curiosity and analysis alike. Appropriately, they open the show talking about the importance of authenticity when it comes to branding and marketing. (You know...like, going live and in-person in real time?) They covered the bases, they fielded some live quest...

In our final episode of Season One, Curtis and Tom discuss the chief takeaways and biggest lessons learned from our first season. Listen in as they break down the big three: 1.) the importance of messaging hierarchy, 2.) the role of systems in marketing, and 3.) the necessity of aligning metrics with objectives. (Hint: Not everything should be measured as pass/fail.) Takeaways: Reflecting on the j...

Mario D’Aquila — the guest who helped us launch Bullhorns and Bullseyes — returns for the penultimate episode of Season 1 to discuss the lessons he’s learned since we last spoke with him, as well as to outline his shift in mindset and strategy going forward. He, Curtis and Tom discuss the evolution of marketing strategies as companies evolve. They emphasize the importance of KPIs, and the necessit...

Tom and Curtis return from a brief hiatus to discuss some related — but distinct — marketing terms, through the prism of the book “Forget the Funnel.” What are the differences between “lead-gen,” “lead capture” and “demand-gen” (among other activities). When you take a customer-driven approach to marketing, it is important to align your tactics and messaging with the prospect’s position and pathwa...

With the return of football season nearly upon us, Tom and Curtis are thrilled to welcome Scott Howland, Senior Manager of CRM and Marketing Research at the Detroit Lions, to the show! They discuss how the Lions brand made a shift from customer acquisition to customer retention and loyalty, as well as the importance of understanding a fan base and tailoring the fan experience. Scott shares insight...

What is customer segmentation and why is it so critical to a brand’s ability to attract and retain loyal and enthusiastic customers or clients? Tom and Curtis welcome Emily Bielak, Director at market research consulting firm The Martec Group, to explain the basics…then delve into sophisticated approaches to understanding and serving your various customer cohorts. If you’re still thinking of your a...

Tom and Curtis are joined by April Martini, co-founder of Forthright People, who specializes in brand strategy, to discuss the importance of branding and brand strategy in driving successful lead generation. They emphasize the need for companies to go beyond lead generation and focus on building a strong brand that resonates with their target audiences. Tune in to hear them explore the need for on...

Tom and Curtis are joined by guest Matt Griffin, CEO of Insight Analytics, to discuss the notion that “Consulting services are not sold…they’re bought.” Matt shares his insights on sales and marketing in the consulting industry, highlighting the importance of building trust and credibility with clients. They explore the value of problem-solving and creating value for clients, and the role of thoug...

Chris Jimenez, founder of Alter Orbit Coaching, joins Curtis and Tom to talk about the power of active listening when it comes to sales meetings and pitches. Chris, an executive coach to professionals in a variety of job functions and industries, emphasizes the need to truly understand the customer's needs and emotions, rather than just focusing on selling a solution. The group also highlights...