This episode of 'Let's Talk Marketing' explores Google's transformation from search engine to advertising monopolist. Host Katya Allison interviews Ari Paparo, author of "Yield" and ad tech veteran, about Google's systematic conquest of digital advertising. Paparo reveals how Google leveraged programmatic advertising to control both sides of ad transactions, effectively cornering the market through strategic acquisitions like DoubleClick. The conversation unpacks the antitrust implications, discusses AI's role in further consolidating power, and examines what this dominance means for marketers navigating attribution challenges, platform dependency, and the evolving landscape of connected TV and open web advertising.

Listeners will walk away with insights on:

• Google controls 90% market share in some advertising sectors outside search
• Programmatic advertising revolution allowed Google to dominate buy and sell sides simultaneously
• Antitrust trial revealed internal emails showing deliberate customer manipulation tactics
• AI-driven advertising platforms are pushing "give us your budget, we'll handle everything" approach
• Attribution measurement remains problematic across all platforms, not just Google
• Connected TV offers marketers more control and granular targeting than traditional channels
• Open web definition has expanded beyond banner ads to include streaming platforms
• Turning off marketing channels temporarily provides most accurate attribution testing
• Google Analytics 4 transition exemplifies how platform changes can hurt user experience
• Marketing scaling strategy should add platforms incrementally based on budget growth

This episode of 'Let's Talk Marketing' explores rebranding strategy with real-world insights. Host Katya Allison interviews Andrew Thomas, Head of Marketing at Archer Meat Snacks, about transforming Country Archer Provisions into a distinctive, consumer-focused brand. Thomas shares his journey from General Mills to leading Archer's comprehensive rebrand, revealing how data-driven consumer insights, internal stakeholder alignment, and strategic positioning created a bold new brand identity. Listeners will discover the critical importance of brand distinctiveness, the lengthy timeline of successful rebranding, and practical frameworks for evaluating when a rebrand is necessary versus optimizing existing assets.

Listeners will walk away with insights on:

• Consumer insights become more valuable when you're not the target customer yourself
• Meeting-heavy culture can stifle rapid growth companies' strategic thinking capabilities
• LinkedIn curation and pattern recognition help identify emerging marketing trends effectively
• Detaching trend discussions from business creates subconscious creative connections over time
• Traffic time and constrained environments often generate the most innovative marketing ideas
• Consumer segmentation studies require 6-8 months minimum for proper foundation building
• Brand books should extend beyond packaging to create versatile asset suites
• Internal selling requires different approaches for executives, boards, and key customers
• Visual distinctiveness testing through Google Images reveals competitive brand positioning gaps
• Sales team connectivity early in marketing careers strengthens overall business understanding

This episode of 'Let's Talk Marketing' explores the human connection in social media marketing. Host Katya Allison interviews Robin Nathaniel, TEDx speaker, acclaimed author, and Telly Award Gold Winner, about creating authentic connections through social platforms rather than just chasing algorithms and trends. Robin shares his unique journey from musician and event organizer to social media strategist, offering insights on algorithm-proof content, audience-first thinking, and the importance of serving your community with intention. Listeners will discover practical strategies for moving beyond superficial metrics to build genuine relationships that drive real business results, plus learn about emerging platforms and the future of owned versus borrowed social media presence.



Listeners will walk away with insights on:

• Stop chasing algorithms and trends - focus on serving your audience with intention
• Take time to identify your ideal customer's pain points before creating content
• Human connection requires understanding what keeps your audience up at night
• Algorithm-proof content comes from serving people, not satisfying platform requirements
• Test one social platform thoroughly before expanding to multiple channels
• User-generated content has low barriers to entry through subscription services
• Reserve your brand handles on all platforms even if not actively posting
• Substack represents the future shift from borrowed to owned social media
• Content repurposing works but customization for each platform drives better results
• Community engagement requires speaking your audience's language through consistent icons and messaging

This episode of 'Let's Talk Marketing' explores SEO strategies specifically designed for content creators. Host Katya Allison interviews Jordan Becerra, founder of InfluencerSEO, about optimizing websites for search engines while navigating the evolving landscape of AI search. Jordan shares his journey from launching a failed political social network to building a successful SEO agency that has worked with major brands like Dear Media and The Skinny Confidential. The conversation covers essential SEO best practices, common pitfalls content creators face, and how to balance traditional SEO with emerging AI search trends. Listeners will discover why SEO requires a long-term mindset, how to avoid costly website development mistakes, and practical strategies for creating content that ranks well in both Google and AI overviews.

• SEO is a long-term investment strategy, not a quick-fix trend for immediate results
• Content creators often undervalue their websites and fall victim to SEO-ignorant developers
• Quality website architecture and user experience directly impact search engine rankings
• Blog posts need 1000+ words minimum to provide comprehensive value to searchers
• AI search results often mirror traditional SEO rankings, making SEO optimization crucial
• Social media provides short-term value while SEO content compounds over years
• Website speed, clean navigation, and mobile optimization are non-negotiable for rankings
• Focus keywords should appear in URLs, headings, and naturally throughout content
• Alt text and image optimization contribute significantly to search engine understanding
• Content creators should prioritize becoming trusted sources rather than chasing quick wins
• Proper URL structure and redirects are critical when redesigning existing websites
• AI overviews typically feature top-ranking pages that answer comprehensive topic questions

This episode of 'Let's Talk Marketing' explores website conversion optimization through AI-powered experimentation. Host Katya Allison interviews Josh Payne, co-founder of Coframe and former co-founder of the $2B+ unicorn Autograph with Tom Brady, about revolutionizing how businesses approach website testing. Josh shares insights on building effective experimentation programs, leveraging AI to accelerate testing velocity, and avoiding common conversion optimization pitfalls. Listeners will discover practical strategies for increasing website performance, understanding the role of AI in modern marketing, and developing a data-driven mindset that prioritizes testing over assumptions. The conversation covers everything from basic testing principles to advanced AI applications, providing actionable guidance for marketers looking to drive measurable improvements in their digital experiences.

Listeners will walk away with insights on:

• Website optimization requires clear goal alignment before starting any testing program
• Testing velocity and frequency are competitive advantages in conversion optimization
• AI can accelerate test creation from weeks to hours for faster iteration
• Most businesses aren't testing enough or testing the right metrics
• Consistent user experience across tests is crucial for reliable data
• Different AI models excel at different tasks in optimization workflows
• Experimentation programs need strategic organization to avoid conflicting tests
• Signal versus noise distinction is critical for actionable insights
• Answer Engine Optimization (AEO) is becoming increasingly important for business discovery
• Taking time for strategic thinking prevents reactive marketing approaches
• Ego often interferes with data-driven decision making in optimization
• Statistical understanding helps manage emotional responses to test results

This episode of 'Let's Talk Marketing' explores the strategic business value of podcasting. Host Katya Allison interviews Josh Troche, founder of Pedal Stomper Productions, about leveraging podcasts for thought leadership, brand building, and content creation. From his journey building 19,000 YouTube subscribers while working in semi-truck sales to founding a podcast production company, Josh shares practical insights on podcast preparation, guest management, content repurposing, and measuring success beyond download numbers. Listeners will discover why podcasting is like painting a room—it's all about the prep work—and how authentic conversations can become a content goldmine for businesses ready to invest in long-form storytelling.

• Podcasting success requires extensive preparation before hitting record
• Define your "why" and target audience before launching any podcast
• Most podcasts fail due to lack of planning and undefined goals
• AI tools have revolutionized podcast production and content repurposing workflows
• Authenticity beats perfection when building audience trust and connection
• One 20-minute podcast episode can generate 4-5 quality social media reels
• Podcast transcripts provide valuable SEO content and lead generation opportunities
• Success metrics should align with original goals, not just download numbers
• Guest preparation involves reassurance and technical guidance for best results
• Podcast length should match content quality—end while conversations are still engaging
• Research and preparation separate good hosts from great hosts
• Content repurposing transforms single episodes into blogs, newsletters, and speaking opportunities

• https://www.pedalstomperproductions.com/
• https://www.linkedin.com/in/jtroche/
• https://www.youtube.com/@pedalstomperproductions6240

In this episode, Ethan Monkhouse breaks down how creators and marketers can stop chasing attention and start driving action. As the founder of NAVIRO and a behavioral systems strategist, Ethan shares how AI is unlocking hidden patterns in audience behavior and why tracking intent beats chasing impressions. We talk about how creators can leverage small, high-intent audiences to generate outsized revenue — and why your biggest fans might not even be following you yet.

Listeners will walk away with insights on:

• Why intent is more powerful than attention
• How to engineer content for shareability and relatability
• The role of personality types and pattern interrupts in driving engagement
• Ethan’s favorite automations that save hours each week
• How to turn qualitative fan data into measurable revenue impact

This episode of Let's Talk Marketing explores the art and science of data-driven marketing. Host Katya Allison interviews Brook Shepard, founder of Mason Interactive, about the role data plays in modern marketing strategy and execution. Brook shares how he's stayed hands-on as a CEO, the challenges of balancing intuition with analytics, and why an overemphasis on efficiency can backfire. The conversation dives deep into the importance of understanding ROI in context, defining clear customer acquisition goals, and the “halo effect” of brand awareness. Brook also reflects on personal growth, mentorship, and the lessons he’d share with his younger self—offering a candid look at both the strategic and human sides of marketing.

Listeners will walk away with insights on:

• Data should inform, not dominate, long-term customer acquisition strategy.
• ROI-focused marketing often leads to over-serving existing customers.
• Successful brands define clear new customer acquisition goals monthly.
• Brook encourages running Meta ads despite higher CPL due to halo effects.
• CEOs and interns alike need to align on the meaning of key data metrics.
• Attribution models like last-touch are often misleading without context.
• Creative decisions benefit from intuition, but performance must be data-led.
• Mason Interactive balances scale with personalized client engagement.
• Smaller DTC brands often misuse “brand feeling” to block effective ads.
• Marketing without new customers leads to long-term decline.