Marketing Unf*cked
Siobhan Solberg
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Top 10 Marketing Unf*cked Episodes
Goodpods has curated a list of the 10 best Marketing Unf*cked episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to Marketing Unf*cked for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite Marketing Unf*cked episode by adding your comments to the episode page.
How failed tests help you make better decisions | Craig Sullivan
Marketing Unf*cked
10/04/22 • 46 min
It’s easier now than ever before for businesses to run CRO experiments, but what happens when great technology is misused? From not running enough tests to manipulating data to prove a favored hypothesis, there are many ways businesses use testing resources incorrectly — and screw up their growth in the process. So, how can we Unf*ck these issues?
Join me, Siobhan Solberg, and my co-host Russell McAthy as we chat with Optimal Visit’s Optimiser in Chief, Craig Sullivan, about all things testing. We get into why there is no such thing as a ‘failed’ test, the importance of optimizing your experiment programs, and how A/B testing can help you grow better tomatoes (literally).
In this episode:
- Many more businesses are starting to run tests, but few run enough to drive real impact.
- The more you test before setting updates live, the fewer mistakes you’ll make.
- There’s no such thing as a failed test. Tests that don’t prove your hypothesis are as valuable as ‘successful’ tests — and can actually tell you more.
- Tests should provide strong evidence that changing from what you’re doing now is the right idea.
- Hunches and leaps of faith have their merit but need to be augmented by data, not driven by assumptions.
- What should start-ups focus on if they don’t have adequate sample sizes or KPI outcomes?
- How can businesses blend qualitative and quantitative data to generate better quality ideas?
- Tests should never be run until a clear and measurable hypothesis that’s rooted in critical thinking has been written.
- Manipulating data to support your hypothesis and personal biases leads to flawed business decisions.
- The only way to truly understand your audience is to talk to them and run tests.
- Accurately and authentically representing your audience drives better results and can change the way they engage with your business.
- How to optimize experimentation programs in order to scale.
- Big decisions can’t be made based on one A/B test that fails to take into account wider contexts.
- Marketers should not ignore the importance of segmenting mobile and desktop users when running cross-device experiments.
- Why governance and transparency are the largest things to be Unf*cked in testing.
Resources:
Why you need a Content Audit | Lauren Pope
Marketing Unf*cked
03/08/22 • 21 min
When was the last time you invested in a content audit for your website? A good content audit will help you decide which content to keep, re-write, update, or delete. If you keep convincing yourself that a content audit isn’t necessary, this episode of the Marketing Unf*cked podcast will change your mind.
My guest in this episode, Lauren Pope, is an independent content strategist who knows how to help marketers like you get the right content to the right person at the right time. She shares insider tips on how auditing your content can improve your accessibility, authenticity, and sustainability.
Listen in to find out how performing a content audit can unf*ck your marketing and stay tuned until the end for Lauren’s top three tips to make your content more user-friendly, accessible, and inclusive.
In this episode:
· 00:29 – Why marketing professionals need to focus more on doing less and sustainability
· 01:09 – How to be more sustainable when it comes to your content strategy
· 02:25 – How user research helps marketers slow down and become more sustainable
· 03:58 – Why it’s important to carry out a content audit and make sure your content is always relevant
· 06:14 – What to look out for when running a content audit on your website
· 07:28 – How auditing your content can improve your authenticity and sustainability
· 08:56 – How content audits can help determine if your website is accessible and inclusive
· 09:34 – How deleting irrelevant content will impact your SEO
· 11:27 – Tips for building a content strategy following an audit
· 13:00 – How Lauren builds a content strategy from start to finish
· 14:03 – How to make sure you’re delivering the right solutions for the user while also considering company stakeholders
· 15:11 – The consequences of not auditing and strategically thinking about your content
· 16:07 – Lauren shares some stories that’ll make you think twice about skipping your next audit!
· 18:26 – Three things you can do to make your content more user-friendly, accessible, and inclusive
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unf*cked podcast.
Resources:
Just Measure It: How Measuring and A/B Testing can Unfuck your Marketing | Dennis van der Heijden
Marketing Unf*cked
03/22/22 • 25 min
Do you want to know why your website isn’t performing as well as you hoped?
Dennis van der Heijden, Founder and CEO of Convert.com, warns marketers that neglecting to measure performance could send your business down the crapper...
Alright, maybe he didn’t say those exact words... but he did raise some important points around measuring and A/B testing. Don’t be fooled into thinking that measuring performance is only for businesses with tonnes of traffic! It isn’t. You should still measure even if you don’t get a lot of traffic.
Find out why in this episode of Marketing Unfucked featuring my special guest, Dennis van der Heijden. I promise that by the end of this episode, you’ll be ready to start experimenting and making data-driven decisions to help unfuck your marketing.
In this episode:
· 00:35 – The consequences of not measuring the effectiveness of your marketing and ‘going blind’
· 01:33 – Dennis shares some intriguing examples of times when marketers are going blind but pretend that they aren’t
· 03:52 – Why you should be willing to keep trying and learning as you go
· 04:49 – The ‘right’ approach to unfuck your marketing and why you should trust ‘the hunch’
· 05:33 – The value of quantitative measurement and how big brands (like Amazon and Netflix) have perfected their approach
· 07:54 – How to measure if you haven’t got a lot of traffic (yet!)
· 10:24 – The first steps to accurately measure your marketing
· 12:15 – Why you need to set a ‘big goal’ before you start A/B testing
· 14:36 – Dennis reveals a simple starting strategy to help marketers measure effectively
· 15:57 – Why you should try to learn something from your failed A/B tests and experiments
· 20:50 – Dennis talks about why people aren’t measuring
· 24:30 – What you stand to lose if you don’t measure
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unfucked podcast.
Resources
Are you using spy pixels in your email? | Dave Smyth
Marketing Unf*cked
02/16/22 • 16 min
Did you know that many of the emails you receive from organizations contain tiny spy pixels?
Dave Smyth, Designer, and Developer at Scruples Studio joins the Marketing Unf*cked podcast to discuss how organizations use ‘spy pixels’ to send your email data back to the original sender - and the steps you can take to protect your privacy.
Spy pixels relay private information about how you engage and interact with your emails back to the original sender. These sneaky little pixels can log information such as if and when an email is opened, what device was used to open it, and some can even access a rough estimate of your physical location using your IP (internet protocol) address.
Listen to this episode of the Marketing Unf*cked podcast to hear what Dave has to say about spy pixels, including how to eliminate them from your emails.
In this episode:
· 00:24 – How spy pixels are used to collect data
· 01:03 – What information spy pixels relays back to the original sender
· 02:09 – How Dave learned the truth about the privacy implications of spy pixels
· 03:33 – Alternative methods to track open rates while preserving the user’s privacy
· 05:23 – How to block spy pixels
· 06:43 – Why tracking open rates accurately may no longer be a viable option for marketers
· 08:05 – How marketers can optimize their email marketing strategies
· 09:31 – How marketers can eliminate spy pixels from their emails
· 10:14 – Signs that could reveal whether or not your emails are tracked by spy pixels
· 11:10 – How users can prevent organizations from including spy pixels in their emails
· 13:12 – How to address the issue of spy pixels with small businesses
· 14:43 – Examples of email marketing software that you can use as a marketer that makes it easy to remove spy pixels
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unf*cked podcast.
Resources:
· Revue
Stop Forcing Customers To Do What They Wouldn't Want | Stéphane Hamel
Marketing Unf*cked
01/26/22 • 20 min
Are you guilty of trying to get your customers to do things that, deep down, they don’t want to do? You’d be surprised at how many marketers are guilty of this, whether they do it intentionally or not.
Stéphane Hamel is a seasoned digital marketing and analytics consultant, innovator, keynote speaker, pre-seed investor, and start-up & agency advisor. He joins the very first episode of the Marketing Unf*cked podcast to discuss how marketers can unf*ck their marketing by focusing less on automated chatbots and more on building trust with customers.
Tune in to rediscover the true value of building a trust-based relationship with customers and why this may be the secret ingredient missing from your existing marketing recipe.
In this episode:
· 01:06 – The importance of developing trust with your customers
· 01:38 – Whether automation is effective at delivering personalized emails or not
· 03:43 – How to build trust with customers and retrieve essential data to help build powerful marketing campaigns
· 05:36 – Why brands need to focus on being transparent with their customers
· 07:00 – How to gain a customer’s trust
· 10:51 – The problem with GDPR cookie banners
· 12:54 – The hard truth about why so many marketers use ad and cookie blockers
· 14:20 – What marketers are doing ‘wrong’ with the data they collect
· 17:04 – How to avoid making the same mistakes as Cambridge Analytica
· 18:58 – Why marketers need to put themselves in the shoes of their users
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unf*cked podcast.
Resources:
· Brave
Making an impact: how to weave purpose into profits | Fiona Ras-Jones
Marketing Unf*cked
07/12/22 • 25 min
From planting trees to fighting hunger, many companies have a cause to champion. But with so much greenwashing and virtue signaling, audiences are (understandably) suspicious. How do you build an authentic purpose into your business in the right way? And can it really help your marketing?
Join me on Marketing Unf*cked as I speak with Fiona Ras-Jones, founder of the Make Impact agency, as we talk about the right ways (and wrong ways) to build a purpose-driven business.
We get into the perils of greenwashing, how to measure the effects of your work, and the many benefits you can find by aligning your purpose with your business — at every possible level.
In this episode:
- Let’s define what a purpose is, and how it impacts your business.
- You have to do integrate your company’s purpose throughout your entire business.
- Why do marketers need to have a purpose in the first place?
- Customers want companies they can believe in, and they are more aware than ever before.
- Why aren’t more marketers working on their purpose?
- Every good purpose aims to solve a clearly defined problem.
- Once you define your purpose, how do you measure its impact?
- What are the prerequisites you need to achieve first?
- When your purpose is aligned with your business, more profit also means more social impact.
- How do you align your purpose with your business when it comes to e-commerce?
- We’re all scared of doing this the wrong way...but it’s a learning process.
- Consider the negative impacts and side effects of your business.
- What are the benefits of the Theory of Change Framework?
- How do we communicate our positive impact to customers?
- Consider the power of a clear, compelling story that conveys your purpose.
- How do we deal with the challenges of greenwashing (and other forms of “washing”)?
- Don’t project perfection, but be honest and realistic about how much impact you can make right now.
Resources:
Fiona on LinkedIn
Make Impact
Theory of Change Framework
Website Carbon Calculator
How Data Privacy Rules force us to get back to basics | Derek Lackey
Marketing Unf*cked
04/05/22 • 31 min
What is the key role of marketers today? Is it to generate leads for the sales team, or strategically position the company to win? Discover the answer in this episode of Marketing Unfucked featuring my special guest, Derek A. Lackey.
Derek is the Managing Director of Newport Thomson, a company that seeks to assist marketers to update their data practices to comply with new privacy and data protection laws around the world – including the new privacy regulations in Canada.
Tune in to learn how to market to consumers while respecting their data and privacy. You’ll also find out why Derek believes that the secret to unfucking our marketing starts with respecting your customer’s data and privacy.
In this episode:
· 00:25 – Derek shares why marketers have become digital executioners rather than strategic marketers
· 01:21 – Why the key role for marketers should be to strategically position the company to produce results
· 04:50 – Why companies should consider dividing marketing from digital marketing teams
· 06:22 – How marketers can gain consumer’s consent
· 07:32 – Derek talks about Canada’s new privacy regulations and how it will impact how we market to consumers
· 10:50 – The problem with the lack of creative thinking in digital advertising
· 12:57 – Will personalized marketing have a place in the future of digital advertising and marketing?
· 15:31 – Derek shares his top tips for marketing in Canada in light of the new privacy regulations
· 17:04 – The best consent management tools for marketers
· 19:40 – How better consent management can help increase consumers' trust in a company
· 21:25 – Why more companies need to use legitimate interest
· 25:37 – How legal oversight can damage your customer relationships
· 27:34 – Derek reveals how he would fix the problem with today’s marketing industry
If you enjoyed this episode and want more insider tips to help you unfuck your marketing and run a business that gives a shit, please subscribe to the Marketing Unfucked podcast.
Resources:
· Connect with Derek on LinkedIn
· Follow Marketing Unfucked on LinkedIn
· Cassie
Bonus: What does data-centric marketing really mean?
Marketing Unf*cked
08/23/22 • 33 min
Small business owners often make the mistake of not fully understanding where their marketing dollars are going. This sticky issue has a fancy term: attribution marketing. That is, if you spend x amount of dollars, what’s the true return? Where are the customers coming from? How much do you need to spend for them to find you?
Join me and fellow host, Russell McAthy, on Marketing Unf*cked as we talk through the analytics that can shift the needle in your business and how to identify them. Russell is a marketing attribution expert. We talk about the common pitfalls he sees business of all sizes make when trying to master the data-led approach to marketing.
We’ll dig into how you can dig deep to ask the right questions to improve performance markers, the pitfalls of software like Google Analytics and the metrics you need to measure for success (and the ones to ignore!)
- The truth about what data-led strategic approach really means.
- Why it is important to be data-driven in an actionable way.
- Should you use opinion-based hypotheses or evidence-based decision-making to transform your marketing?
- The 5 whys method - How to ask the right questions to identify how to make your performance better.
- Identifying the levers of change in your business framework isn’t always easy.
- How politics in business can get in the way of your marketing strategy.
- Cost per acquisition vs number of returning customers - which metrics really matter?
- When is your business ready for the mindset change necessary to unf*ck your marketing?
- Google Analytics encourages you to ask the wrong marketing questions.
- How to identify the best program to support your marketing strategy.
- The difference between Google Analytics 3 and Google Analytics 4.
- You need other data resources to build a more holistic portrait of your marketing data.
- How to get the best answers from all advertising platforms. Is machine learning the only answer?
- Statistics on how cost per acquisition changes from new customers to returning customers.
- How to follow through with marketing attribution in the face of the current privacy landscape.
- The “cookieopolis” - do cookies still work?
- The pitfalls of Facebook advertising.
- CPM (cost per mille/impressions) model vs CPC (cost per click) model vs CPA (cost per acquisition) model - which is better?
Make SEO part of your growth strategy | Maeva Cifuentes
Marketing Unf*cked
06/28/22 • 28 min
SEO can be defined as the practice of making your website findable on search. But there’s a lot more to it than checking a few boxes. You need good research, a holistic approach, and a consistent framework to make sure your SEO delivers results.
Join me on Marketing Unf*cked as I speak with Maeva Cifuentes, content marketing specialist and founder of Flying Cat Marketing. We discuss the value of quality SEO that goes beyond keywords and backlinks to become part of a company’s very foundation.
We’ll dig into how to use research and data to understand what customers need, how to build valuable content that actually works, and why you need to have an end goal from the very beginning.
In this episode:
- Good SEO should be a core part of your business strategy.
- SEO is about building assets that drive growth.
- Every company is different, and will need different strategies.
- The best SEO is holistic, with multiple areas to balance.
- Which kinds of businesses benefit most from SEO?
- Start with the end goals for the company, and set KPIs based on those goals.
- More traffic doesn’t mean more conversions.
- Don’t focus too much on rankings, and remember to create good content.
- How do we measure the ROI of our SEO?
- The FGS Framework: Foundations, Growth, and Scale.
- Use market research to understand the customer’s journey and pain points.
- SEO strategy can help guide a company’s decisions.
- Which kinds of content does your website need?
- A few thoughts on landing pages, subject matter experts, and content writers. We have to help clients understand the value of SEO.
- If you know where you’re going, you know what to prfioritize, and you’ll see bigger results faster.
Resources:
Maeva Cifuentes
Flying Cat Marketing
The FCM Podcast
09/20/22 • 40 min
Collecting customer data is something businesses take for granted. It’s an expectation: if they can’t gather data on their customers’ behavior online, how else are brands meant to optimize their user journeys? Yet as legal battles between Google Analytics and European data protection authorities show no signs of slowing down, global businesses risk losing access to data on a massive market. They need to reconsider their compliance strategies — and quickly. The shifting landscape of data security is impacting marketers, businesses, and consumers, but are the changes benefiting anyone?
In this episode of Marketing Un*fucked, Siobhan and Russell talk to Cory Underwood, Analytics Engineer at Search Discovery, about all things privacy when it comes to marketing, legal, and analytics. Listen in as Cory shares his expert views on why brands can no longer collect data on everything and deal with compliance later, how data privacy goes beyond analytics teams to wreak havoc for marketing teams, and the rocky future of international data transfers.
In this episode:
- The legal issues Google Analytics is facing in Europe will get worse before they get better.
- What is the impact on consumers when their analytics data is accessible by a foreign government?
- The issue extends beyond Google Analytics to become an issue of American businesses versus EU laws and regulations.
- Data security becomes alarmingly complex when laws and regulations differ from state to state and country to country.
- Will hefty fines for breaching GDPR encourage businesses to act to avoid being caught off guard?
- Legal councils, marketers, and IT teams must share knowledge to protect businesses and customers.
- Is it possible to be 100% compliant when privacy requirements evolve rapidly?
- A lack of clear and unbiased materials explaining the situation and its implications prevents marketers from understanding rulings.
- Are marketing agencies aware enough of privacy regulations to make effective decisions?
- The challenge of retooling systems with entirely new architectures when the rules are constantly changing.
- Could the cost of maintaining compliance see small businesses priced out of the market?
- Will we see an increase in the number of businesses building compliance teams?
- Businesses will need to weigh up the value of their data versus the potential risk.
- How differing legal language and definitions between states and countries cause confusion.
- Marketers need to move on from talking about third-party cookies and email open rates.
Resources:
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FAQ
How many episodes does Marketing Unf*cked have?
Marketing Unf*cked currently has 22 episodes available.
What topics does Marketing Unf*cked cover?
The podcast is about Marketing, Podcasts, Digital Marketing, Business, Data Privacy, Sustainability and Online.
What is the most popular episode on Marketing Unf*cked?
The episode title 'Stop Forcing Customers To Do What They Wouldn't Want | Stéphane Hamel' is the most popular.
What is the average episode length on Marketing Unf*cked?
The average episode length on Marketing Unf*cked is 31 minutes.
How often are episodes of Marketing Unf*cked released?
Episodes of Marketing Unf*cked are typically released every 14 days.
When was the first episode of Marketing Unf*cked?
The first episode of Marketing Unf*cked was released on Jan 26, 2022.
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