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 the importance of aligning metrics to specific moments and legs of the customer journey. Finally, they illustrate Tom’s “WHY-HOW-WHAT” methodology for content creation and messaging (borrowed heavily from Simon Sinek’s Golden Circle TED Talk).

The conversation emphasizes the significance of awareness, engagement, and the need to nurture potential customers through the funnel to achieve successful conversions. In this conversation, Curtis Hays and Tom Nixon delve into the intricacies of content marketing and the sales funnel, emphasizing the importance of building trust with potential customers through educational content. They discuss the need for relentless content creation to engage learners and nurture their interest, ultimately guiding them through the sales funnel towards conversion.

N.B.: Here is a link to the visuals Tom and Curtis shared during the episode.

Takeaways:

• The duo highlights the pitfalls of skipping essential steps in the funnel, the significance of understanding customer purpose, and the necessity of aligning marketing strategies to maximize customer lifetime value.

• They also explore the power of 'why' in marketing, advocating for a customer-centric approach that resonates with potential buyers.

• Sales funnels are linear (because they describe an evolution of thought process, regardless of timeline); though customer journeys can be varied and difficult to predict or map in a straight line.

• Awareness is the first step in the sales funnel.

• Engagement is crucial for moving customers through the funnel.

• The RACE framework helps structure marketing efforts—especially metrics.

• Metrics should align with each stage of the funnel.

• Skipping the funnel is a selfish and short-sighted folly that can lead to missed opportunities.

• Understanding your audience is essential for effective marketing.

• Conversion requires nurturing and proper timing. Content marketing is crucial for building trust.

• Educational content helps engage potential customers.

• Relentless content creation is necessary for nurturing interest.

• Effective marketing requires patience and time.

• Customer engagement should focus on the customers’ needs, not just the product’s features.

• Marketing should be viewed as an investment, not an expense.

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 dialogue explores the significance of storytelling in building trust and authority, the necessity of identifying the target audience, and the strategies for creating impactful content on a budget. They also highlight the distinction between building an owned audience versus “building on rented land.”

N.B.:

• Check out Creative Mill here..

• Learn more about Collideascope here!

Takeaways:

• Companies should focus on “being awesome,” BEFORE they begin to think about selling products.

• The hero's journey framework can and should be applied to marketing strategies. But remember: you’re not the hero in the story!

• Mapping the customer journey is essential to convert visitors into an audience and it begins by asking existing customers, “Tell us about the journey that led you here…”

• Customers aren’t buying the product, necessarily…they’re chasing the outcome. Effective marketing examples from brands illustrate the importance of outcome-focused messaging.

• Wait, content isn’t king anymore? Then what is? → Audience first.

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 strategies. The conversation also touches on the importance of consistency in messaging and the agility required in today's fast-paced marketing environment. Ultimately, the episode highlights the necessity of understanding your audience and creating a brand that resonates with them.

N.B.:

• Check out The Aux Co.’s website.

• Connect with Dani on LinkedIn!

Takeaways:

• Brands should focus on building an audience, not just customers.

• The new agency model allows for flexibility and creativity.

• Branding should come before marketing efforts.

• Data-driven decisions are crucial for effective marketing strategies.

• Consistency in messaging is key to brand success.

• Agility in marketing allows brands to adapt to changes quickly.

• Understanding your audience is essential for effective branding.

• Sales will follow when a brand builds a loyal community.

• Creating brand magnetism requires authenticity and connection.

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 YouTube. They also emphasize the importance of understanding customer journeys and leveraging AI tools to enhance marketing efforts while maintaining a human touch in decision-making.

N.B.:

• Google Marketing Live 2025 in under 15 minutes

• Don’t miss this amazing AI video using VEO3: Puppramin!

Takeaways:

• YouTube has surpassed Netflix as the number one streaming platform in the U.S.

• 15% of daily searches are new queries that have never been searched before.

• SEO is shifting away from keyword stuffing to understanding user intent.

• AI technologies are not ranking factors but serve as researchers for content.

• Google aims to understand the 'why' behind user queries to provide better results.

• Businesses need to focus on solving customer problems rather than just ranking for keywords.

• Brand reputation and sentiment analysis are becoming crucial in AI-driven search results.

• YouTube creators will have new opportunities for revenue through brand partnerships.

• YouTube remains a cost-effective platform for advertising.

• The marketing funnel is, in fact, sequential (if not “linear”); customer journeys are not.

• AI can enhance advertising but requires human oversight.

• Transparency in data management is essential for trust.

• Offline conversions should be integrated into marketing strategies.

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 lead management, highlighting how making the process engaging can lead to better results and team cohesion. The discussion also highlights the significance of content marketing and branding in achieving long-term success in a competitive landscape.

Takeaways:

• Reporting in dollars rather than vanity metrics is crucial for client satisfaction.
• Creating a system that is easy to use is essential for adoption.
• Attribution challenges often stem from people not wanting to follow processes.
• Gamification can enhance engagement and accountability in lead management.
• Transparency in reporting leads to better training and performance.

• Optimizing campaigns should be based on actionable insights rather than overwhelming data. Engagement is crucial for clients to see value in marketing platforms.

• Real-time metrics allow for agile budgeting and decision-making.
• Content marketing should prioritize audience needs over SEO.
• Branding plays a significant role in marketing effectiveness.
• Understanding the full customer journey enhances marketing strategies.
• Marketers must adapt budgets based on performance metrics.
• Not all leads come from search; content should attract the right audience.

https://bullhornsbullseyes.com/episode-51/

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. The conversation also explores the balance between the creative aspects of branding and the analytical side of business, particularly in the context of e-commerce. The conversation also touches on the challenges faced in the e-commerce landscape and the future implications of AI in the industry.

N.B.:

• Connect with Carl on LinkedIn.

  
  

Takeaways:

• Advertising is fundamentally a math problem. And so is your business.

• Understanding key metrics is crucial for business sustainability.

• Multiple failures can lead to valuable lessons in entrepreneurship.

• Doing the math upfront can prevent wasted time and resources.

• The balance between creativity and analytics is essential in business.

• Branding is the essence of a company, while marketing communicates that essence.

• E-commerce should be treated as a business, not just a channel.

• Customer acquisition cost is vital for understanding business viability.

• A successful business requires both magic (creativity) and math (analytics).

• E-commerce requires a full-time commitment and a strategic mindset.

• Key metrics include conversion rate, average order value, and customer lifetime value.

• Frequency of customer touchpoints is essential to boost conversion.

• Math provides clarity and direction for business strategies.

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 forms of digital advertising. Tune in to learn more about Beehiiv, the cross-section between MailChimp and Substack!

N.B.:

• Follow Moshe on LinkedIn
• Learn more about Beehiiv here: https://www.beehiiv.com

Takeaways:

• Email marketing remains a powerful tool for deep, rich, undistracted engagement.
• “Building on rented land” is essential for modern marketing, but so is owned media (review the PESO model!).
• Frequency and relevance are key to staying top of mind, in email or any other medium.
• Advertisers seek targeted engagement over broad reach, both of which can be achieved through newsletter advertising.
• Email is still a primary channel for busy professionals, even among those who try to avoid the clutter of their inboxes.
• Engaged audiences provide valuable impressions for advertisers—niche newsletters can capture deeply engaged audiences where the live, work and play.

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 video content marketing game!

N.B.:

• Follow Ryan on LinkedIn
• Check out the Ryan’s learning cohort.
• Take the video quiz here.

Takeaways:

• Video is becoming a dominant force in content marketing.
• Brands often hesitate to create video content due to fear of investment and uncertainty about messaging.
• Authenticity in storytelling is crucial for building trust with clients.
• Humanizing brands by showcasing real people can enhance customer connection.
• Using video can save time and improve communication in client interactions.
• AI cannot replace the emotional connection created through authentic storytelling.
• Overcoming the fear of video production can lead to significant marketing success.
• Real, unpolished content can sometimes resonate more with audiences than highly produced videos.
• Building trust through testimonials is crucial for earning trust and building brands.
• Top-of-the-funnel marketing can reduce costs and increase visibility.
• Your unique voice and experience are your secret weapons that nobody else can replicate in the market.
• Embrace your brand's quirks and be authentic in your messaging.