Marketing Against The Grain

Will AI help marketers do better work? Kipp and Kieran dive deep into the logistics of AI and what the impact will be on the marketing world - How AI will change the way businesses market and grow, Kipp’s AI 2x2, the struggle to differentiate, where AI falls short, and more! Links Mentioned: Tweet from Sam Altman https://twitter.com/sama/status/1484950632331034625  Thank you for tuning into Market...

Why do employees choose remote work? Kipp and Kieran dive deep into Malcolm Gladwell’s (wrong) take on remote work, how remote flexibility will impact your marketing, what to focus on if your business accelerated or decelerated during the pandemic, and practical tips on how to build engaging remote teams, and more! Links Mentioned: Tweet from Ryan Denehy on managers who can only scale through head...

As the world continues to evolve, you must adapt. What does that look like in a world of ever-changing new jobs? Kipp and Kieran look deep into their crystal ball to predict the jobs of the future, what skills you need now that will skyrocket your success, roles that will diminish in the future (hint: AI), and more! Do YOU want to be featured on the next episode? if you have ideas for roles in the...

How do you get your product or service out there in a cost-effective way? Kipp and Kieran deep dive into how YOU can build a world-class distribution playbook, taking advantage of core early ad arbitrage opportunities, the importance of video-first, choosing consumer trends that will grow, and more! Links Mentioned: Derek Thompson’s tweet on how people spend their time https://twitter.com/DKThomp/...

How can smaller marketing teams positively affect change in organizations that don’t believe in spending money on marketing? Kipp and Kieran dive deep into the world of career growth - The mental models & frameworks to build on your career, applying your knowledge to your marketing work (with Kipp’s learning hacks), the importance of working at organizations that value marketing, and more! Shoutou...

It’s not just about your marketing strategy and skills, it’s about your ability to lead. Kipp and Kieran go all in on leadership - how to manage and empower your team, balancing iterative vs. exponential goals, relinquishing ownership as a leader, demystifying OKR models, and more! Links Andrew Gazdecki’s tweet on billboards for MicroAcquire https://twitter.com/agazdecki/status/1548666709317300224...

Go behind the scenes with Kipp and Kieran as they brainstorm fresh marketing ideas for real-life companies on how they can move their business forward with creative growth strategies and outside-of-the-box campaign ideas for Lemon.io and Bonjoro. Should we keep doing half-baked marketing ideas? Leave it in the reviews and let us know! Links Tim Urban’s tweet https://twitter.com/waitbutwhy/status/1...

How do you get maximum output from a single idea? Salem Ilese (singer and songwriter) joins the show to discuss how to grow your brand via TikTok, how to feed the algorithm, the importance of knowing your audience, and how to apply current trends to your content for higher reach, and more! Who is Salem Ilese? 22-year-old, Singer / Songwriter, Salem Ilese, has honed her craft of songwriting and per...

How do you market to a difficult target audience? Do you market to the buyer or end user? Kipp and Kieran answer YOUR marketing questions on how to tailor a 2x2 for your business, using a series C content strategy as an early-stage startup, and more. Do you want your question to be featured in a future episode? Leave a review in Apple Podcasts with your question, name, and Twitter handle - and we...

How do you get started in media as a founder? Kipp and Kieran are joined by Patrick Campbell (Founder of Profitwell, CSO at Paddle) to discuss how to sell the marketing-first ideology to your founder, thinking about the editorial taste for your media company, creating interest in your product, and more! Who is Patrick Campbell? CSO at Paddle.com after recently founding and selling ProfitWell.com....

Where will consumer behavior go in the future? Kipp and Kieran go on a deep dive on all the ways you want to think about acquiring differently in the future, how to use your business model as a growth driver in the future, leveraging freemium businesses, and more! If you like this episode, check out our episode with Yuliya Bel, where we go deep into community-led growth! https://link.chtbl.com/r0s...

Why should tech companies be media companies? Kipp and Kieran are joined by Yuliya Bel (CEO and Co-Founder of Notus) to discuss (and debate) the importance of investing in good content & distribution, doubling down on the definition of community, answer the question - is community a tool for engagement or acquiring new customers? And more! Who is Yuliya Bel? ​​founder/CEO of Notus, passionate abou...

Is community-led growth an opportunity in the future? Kipp and Kieran get a tad bit controversial with their hot takes and tangible tips on company growth hacks, doing things you can’t directly measure in marketing (and how it can help you differentiate yourself), the number one thing that marketers today don’t know but will be everything in the future, and more! Plus! We answer YOUR questions. Do...

Does the average user care about decentralization? Kipp and Kieran are joined by Peter Yang (Founder of Odyssey DAO) to discuss the behind-the-scenes of DAOs, the importance of ownership, what motivates a community, and answer the question: does decentralized technology matter? Who’s Peter Yang? Peter founded Odyssey DAO to onboard the next 1 million people to web3 through quality education. He is...

How do you change the mindset and consideration of your customers around your business? Kipp and Kieran go deep on ALL things perception around your business. They discuss how to tell a transformational brand story, how to become the dominant player in your market, the importance of differentiated perception, the core lessons to change the perception of your business, and more! Plus! We answer YOU...

What brand was born in the recession and became one of the fastest-growing businesses in history? They turned down an offer from Google for $6 billion two years later. Kipp and Kieran go around the web and discuss the opportunities of short-form videos, best pricing strategies during a recession, tips for leaning into your best ideas, simplicity in storytelling, and more! Links: Groupon https://ww...

How do you make a marketing plan when you don’t have the final say, your community does? Kipp and Kieran are joined by Matthew Howells-Barby (CMO of Decentralized Games) to discuss the difference between being a web 2 vs. web 3 marketer, the community of ownership, what marketers need to learn to succeed in web 3, and more! Who is Matthew Howells-Barby? CMO @ Decentral Games, previously VP @ HubSp...

Are Google and Facebook better today with the current level of advertising than they were 10 years ago? Kipp and Kieran take you on a deep dive through the future of web 3 and how it will impact the business world, the difficulty in reaching new customers (and how web 3 can help us), the importance of user experience, and more! Links: Bankless Media Interview Marc Andreessen & Chris Dixon of a16z...

What is a 2x2 and how can it transform your business? Kipp and Kieran chat all things 2x2! What it is, how to come up with them, how you can use 2x2s when making hiring decisions, 3 ways they can transform your business, and more! Do you have a 2x2 you love? Leave it in the apple podcasts reviews and we will give you and your 2x2 a shoutout in an upcoming episode! Links: World Bollard Association’...

Why should marketers care about web 3? Kipp and Kieran discuss everything about web 3 and how it’ll impact your marketing and business, the opportunity of losing, how to push the envelope, how to make people care about your product (hint: solving their problems), and more! Links: Packy McCormick’s apology https://twitter.com/packyM/status/1533796764922400768 Nick Susi’s tweet on what web 2 was and...

The #1 question every founder asks us is: How do I hire my marketing leader? Kipp and Kieran go on a deep dive on how to categorize marketing leaders to your business needs, how to give your team the power to be successful in their roles, pitch real job postings to the audience (and give their hot takes on each), show how to pitch themselves to the founders as a candidate, and so much more! Do you...

How do you balance rationality and irrationality as a business leader? How do you position your company and product to disrupt the market? Kipp and Kieran go on a deep dive on how playing it safe is actually hurting your business, how to know when to hire a head of marketing vs. a product marketer, using emotions to position your product, and more! Plus, We answer one of YOUR questions. Shoutout t...

As a business leader, how do you think about a recession, and what’s your approach? Hint: It’s not the strongest that will survive, but the ones who respond best to change.  Kipp and Kieran give tangible advice on what will make or break your business in the next 24 months, companies that made strategic choices to grow, what happens if your targeting is too broad, and more! Plus, We answer one of...

What’s a world-class brand that customers despise, but keep going back to? Hint: rhymes with Lion Air. Kipp and Kieran discuss why you need to fail to succeed, the importance of brand authenticity (with tangible examples), this founder newsjacking to showcase his company’s value props, and more! Things Mentioned: Ryan Air’s tweet mocking crypto boys https://twitter.com/Ryanair/status/1525083159725...

Today our hosts are joined by a top marketer, Hannah Fleishman, to discuss leadership and management heuristics on how you can be an effective marketing leader. They also discuss how to be a leader vs. a manager, play a round of marketing cards against humanity, and more! Things Mentioned: Elon Musk’s tweet https://twitter.com/elonmusk/status/1522609829553971200  Jon Kabat Zinn https://www.mindful...