Up Arrow Podcast

Brian Nolan is the Co-founder and CEO of BookOutdoors, a fast-growing platform for planning and booking personalized outdoor getaways. His passion for building beautifully designed products has made him a veteran of the e-commerce industry. As a serial tech entrepreneur, Brian co-founded Suspect Clothing, the HJN Group, Top-Bargains, and Sellbrite — which was acquired by GoDaddy in 2019. In this episode… As the e-commerce industry becomes more prominent in the corporate space, marketing strategies have evolved significantly. B2C businesses emphasize the importance of targeting consumer emotions through convincing storytelling — accomplished through multi-channel marketing techniques. How can your business benefit from multi-channel marketing? eCommerce entrepreneur Brian Nolan believes multi-channel marketing is beneficial for most online retailers. Since customers differ in their preferred retailers, marketing on various channels can broaden your target audience and provide an opportunity to spend less of your marketing budget. Spending less to have a more effective marketing strategy across multiple platforms is helpful for any business looking to gain more traction in the marketplace. Brian’s knowledge of the industry and experience founding e-commerce brands offers encouragement to fellow entrepreneurs.  On this episode of the Up Arrow Podcast, William Harris welcomes Brian Nolan, the Co-founder and CEO of BookOutdoors, to discuss the lessons he’s learned from his entrepreneurial endeavors. Brian talks about the differences in marketing strategies for B2B and B2C brands, the benefits of multi-channel marketing, and the challenges many founders overlook during business acquisitions. He also expresses how leading with empathy equips team members to work toward a common goal.

Aaron Orendorff is the Head of Marketing at Recart, a text marketing app helping businesses grow through personalized AI text messages. He is also the Founder of iconiContent, which provides B2B content strategies to generate qualified leads and scale businesses. As a member of the Forbes Communications Council, Aaron’s literary work has been featured in the New York Times, Mashable, Business Insider, and Success Magazine, among others. Before Recart, he was the Editor-in-Chief of Shopify Plus and the VP of Marketing at Common Thread Collective, an e-commerce growth agency. In this episode… Marketing is designed to communicate with consumers in hopes they purchase your products. SMS messaging is a marketing channel many brands pursue, but the majority do so ineffectively — negating its intended purpose of increasing sales revenue. What SMS strategies should you implement to reach target audiences, and which methods should you avoid? Most brands spend their marketing budgets on mass messaging campaigns — known in the industry as batch and blast — which can be expensive if improperly used. Marketing expert Aaron Orendorff explains that brands can determine SMS campaign success by the amount of new leads added to their messaging list. Finding a messaging cadence and incorporating follow-up messages to consumers who abandon their carts can generate more sales and significantly increase revenue.   On this episode of the Up Arrow Podcast, William Harris welcomes Aaron Orendorff, Head of Marketing at Recart, to discuss why brands struggle to produce favorable results from their SMS marketing strategies. Aaron shares insights on using SMS strategies effectively. He also explains how the five foundational messaging flows improve customer engagement and increase sales.

Brittain Ladd is a globally recognized expert in business strategy, robotics, retail logistics, and supply chain management. As a leading researcher of AI’s impact on global supply chains, he has led the worldwide e-commerce and cross-border expansion and has guided Amazon Fresh’s pantry operations and Amazon’s micro-fulfillment strategies. Brittain advises one of the largest social media platforms on shoppable videos. As a business influencer, he has predicted corporate trends and consumer behavior years in advance, influenced businesses on billion-dollar decisions, and transformed companies by identifying M&A opportunities. Brittain was also a strategic advisor for Instacart and Kroger. In this episode… The e-commerce industry has drastically evolved since its inception in 1969. Now, five decades since its debut, e-commerce brands continue advancing technological boundaries to improve the consumer experience. How will AI integrations affect e-commerce platforms in the coming years? Known for his accuracy in predicting digital trends, Brittain Ladd forecasts the strategies companies will introduce to their operating systems and how incorporating AI into retail and e-commerce platforms will change the trajectory of businesses. Despite the apprehension toward AI’s involvement, its capabilities allow businesses to prioritize operations and customer satisfaction, leading to faster delivery times and sustainable platforms.  On this episode of the Up Arrow Podcast, William Harris welcomes Brittain Ladd, a business strategy, robotics, retail logistics, and supply chain management expert, to discuss the impact of AI on e-commerce platforms and the retail industry. Brittain also provides insight into how hyperlocal logistics cater to customer preferences, Gen Z’s involvement in the evolution of retail marketers, and his solution for reversing the decline in US military recruitment.

Charlie Youakim is the CEO and Executive Chairman of Sezzle, a fintech company on a mission to financially empower the next generation by offering interest-free installment plans for online and in-store purchases. As a fintech founder, Charlie leverages his leadership and management skills to build exceptional companies. Before Sezzle, he founded Passport, a leader in the transportation payments space. In this episode… Many young adults entering the workforce are ready to create a stable financial future, but preparing for a career and building a line of credit is difficult during inflation. eCommerce brands also experience challenges due to the US financial climate. In uncertain times for consumers and e-commerce providers, buy now, pay later programs are an asset for the economy.  Most Americans are not white-collar workers and are ill-equipped with financial resources to help them build credit lines. Innovative solutions to bridge the financial gap are critical for the US economy during a looming recession and inflation. Aware of the opposition affecting the economy, Fintech founder Charlie Youakim helps the e-commerce market and its consumers by providing a buy now, pay later service that promotes financial health for both parties.  On this episode of the Up Arrow Podcast, William Harris welcomes Charlie Youakim, CEO and Executive Chairman of Sezzle, to discuss how his company financially empowers the next generation. Charlie shares why young individuals are attracted to Sezzle’s products, how it builds customers’ credit, and the benefits it offers brand partners. He also imparts wisdom to e-commerce founders on preserving their company through inflation and why dedicating time to team-building is your most valuable asset.

Ted Rubin is a social marketing strategist, international speaker, business advisor, and author. Known for his ability to make personal connections with people, Ted coined the term Return on Relationship™ (ROR) — proposing authentic relationships create value for both parties. His book, Return on Relationship, is based on this premise and presents practical, real-world ideas to help businesses maximize their potential using community-focused internet resources.  Ted is also a strategic advisor, investor, and board member for multiple entities in various industries, including Evergreen Trading, The Coupon Bureau, Impactica, Spaceback, and SheSpeaks Inc. In this episode… eCommerce brands are quickly losing customer interest due to impersonal marketing strategies. With numerous companies selling similar products and services, novel approaches are sparse, making it challenging to distinguish between competitors. Amidst competing brands, how can you personalize your marketing efforts to entice and retain customers?   Mass emails are a leading marketing strategy for many brands because of their convenience. Lack of personalization, however, does little to convince a consumer they are valued. Ted Rubin implores brand marketers to invest in strategies that cultivate a mutually beneficial relationship. Gathering intel on customer preferences and prioritizing their worth will garner appreciation and loyalty — improving a business' reputation. On this episode of the Up Arrow Podcast, William Harris welcomes Ted Rubin, strategic relationship advisor, to discuss how e-commerce enterprises can boost their brand and reputation by valuing return on relationships. Ted’s marketing career provides perspective on maintaining a social media presence and strategies for personalizing the customer experience. He also urges e-commerce businesses to reevaluate the efficacy of their email marketing habits and shift to an omnipresent marketing mindset.

Nathan Hirsch is the Co-founder of EcomBalance, a monthly bookkeeping service helping e-commerce businesses manage their bookkeeping and finances. Nathan began his entrepreneurial journey in 2009 by selling products on Amazon and is best known for his involvement in co-founding Freeeup in 2015. With an initial investment of $5,000, Nathan helped scale the business to $12 million in yearly revenue before selling it in 2019. Nathan is also the Co-founder of AccountsBalance, EcomBalance’s partner company, and the Co-founder of Outsource School, where he teaches business owners proven hiring methods for finding top-tier virtual assistants. In this episode… Finances are the driving force behind any company and indicate operational strengths and weaknesses. Most e-commerce business owners are ill-equipped to read and decipher financial statements, yet they shoulder bookkeeping responsibilities. Taking ownership of financials without accounting knowledge is a risk most entrepreneurs can’t afford. Although hiring a bookkeeper is an additional monthly payment, business owners are relieved from the stress of balancing accounts. Bookkeeping requires understanding accounting principles and allocating time to read and record accurate financial details. Most e-commerce executives can’t commit to recording expenditures amidst their leadership responsibilities. Nathan Hirsch testifies business owners who take financial responsibility are likely to spend more money fixing their mistakes than if they had hired a professional. He implores entrepreneurs to hire a bookkeeper, and, at the very least, review income statements, balance sheets, and cash flow monthly to recognize company trends.  On this episode of the Up Arrow Podcast, William Harris welcomes Nathan Hirsch, Co-founder of EcomBalance, to discuss the pertinence of accurate bookkeeping for e-commerce businesses. Nathan shares common mistakes business owners make when balancing their books, how segmenting books can accelerate business growth, and the three financial reports owners must compare monthly. He also provides resources for hiring vetted CPAs and CFOs to transcribe budget data.

Casey Armstrong is the CMO of ShipBob, a global omni-fulfillment platform providing businesses access to the best-in-class supply chain and fulfillment capabilities. Over the past five years, Casey has overseen the marketing, partnership, and growth teams. Before joining ShipBob, he was the VP of Marketing at BigCommerce, where he led the digital, content and SEO, growth and CRO, and other marketing and operations teams. Casey is passionate about helping startup companies establish growth and marketing strategies. In this episode… eCommerce has become an increasingly competitive market — prompting the need for innovative marketing strategies. In efforts to scale their companies, some e-commerce brands have invested resources in delivering their products to a global market, partnering with popular retail stores, and prioritizing a personalized experience for consumers. What strategies can you implement to scale quickly while increasing your profit margin?  Brand originality is a valuable currency in the e-commerce industry. Your marketing strategy must captivate and compel your target audience to purchase your product over competitors. But in a saturated market, novel marketing tactics are rare. Rather than spending marketing dollars on reinventing the wheel, Casey Armstrong advises e-commerce brands to borrow strategies from influential brands to inspire their marketing approaches. As your brand grows in popularity, partnering with a third-party logistics (3PL) company relieves you of fulfillment duties — allowing you to focus solely on growing your business. On this episode of the Up Arrow Podcast, William Harris welcomes Casey Armstrong, CMO of ShipBob, to discuss trending e-commerce marketing strategies and the benefits of incorporating 3PL into your business model. Casey shares how borrowing influential brands’ strategies can maximize your profit margins and explains why simplifying your goals makes business decisions effortless.

Raphael Paulin-Daigle is the Founder and CEO of SplitBase, a conversion optimization and landing page agency helping e-commerce companies increase conversion rates and profit margins. As a digital marketing consultant, Raphael has helped leading brands add millions to their bottom line, including Dr. Squatch, Hyperice, and L’Oréal. He is also the host of the Minds of Ecommerce Podcast, where he interviews e-commerce brand executives on top growth strategies. In this episode… The ascent of e-commerce requires companies to compile user data to determine effective marketing strategies that resonate with their target audiences. Brands who understand their customer base can anticipate the user journey and control the narrative, leading to an increase in conversion rates. Which strategies can you implement to yield favorable conversion rates? CRO converts brand consumers into lifetime customers. There are numerous tests brands can implement to increase their conversion rates — some more favorable than others. Platforms like Twitter provide inspiration when assembling CRO tactics, but developing a promising strategy begins with customer research. Raphael Paulin-Daigle refers to this method as conversion research. While other companies prioritize trending test strategies, directly asking customers qualitative questions provides them with an optimal user experience.  On this episode of the Up Arrow Podcast, William Harris welcomes Raphael Paulin-Daigle, Founder and CEO of SplitBase, to discuss the particulars of CRO and the best strategies for optimal conversion results. Raphael shares the purpose of CRO, which testing strategies to avoid, CRO strategies worth pursuing, and why asking the right questions provides better insights than trending tests.

Alexandra (Alex) Greifeld is the Founder of No Best Practices, a website dedicated to helping marketers drive profitable growth by understanding consumer behavior. Alex has over a decade of experience in the e-commerce and digital marketing industries at Fortune 500 media brands, bootstrapped companies, and global names like Coach and Kate Spade. She is passionate about helping brands leverage the relationship between their customer and merchandise to break through growth plateaus. In this episode… Thought leaders inundate marketers with best practices for scaling businesses — without having hands-on experience in e-commerce. While valuable, this advice is not always applicable or beneficial. What strategies are worth pursuing if popular practices are irrelevant to authentic business growth?  It’s unrealistic to assume applying universal marketing strategies to all businesses will reap the same reward. Differing missions, values, and goals require unique methods to reflect a business’ purpose. Alex Greifeld, an expert in the e-commerce and marketing industries, discredits widespread marketing tactics. Her alternative perspective provides brands with an understanding of how to market themselves to their customer base. On this episode of the Up Arrow Podcast, William Harris welcomes Alex Greifeld, Founder of No Best Practices, to discuss why brands can’t rely solely on best practices for business growth. Alex explains how feedback loops between ads and merchandising help drive profitability. She also shares why wholesalers struggle in the e-commerce space and advises brands to prioritize their marketing strategies.

Kunle Campbell is the Co-founder of Octillion Capital Partners, a value-driven, digital native consumer brand platform acquiring, operating, and growing an ecosystem of brands in the health, beauty, and food and beverage industries. As an outsourced e-commerce CMO and advisor for DTC product businesses, Kunle coaches retail teams to unlock growth through acquisition, CLV, and UX optimization. Kunle is also an international speaker, author, and the host of the 2X eCommerce podcast, where he has interviewed over 450 e-commerce leaders on industry insights. In this episode… One of the benefits of being a business owner is having the freedom to grow your brand using in-house resources — saving you money as the company gains traction. Maintaining momentum requires you to revisit your current business strategy and make calculated adjustments to achieve the next milestone. What actions can you take to scale your business today?  Businesses can only grow so much without outside reinforcement from marketing and brand specialists. E-commerce advisor Kunle Campbell wrote E-Commerce Growth Strategy to provide entrepreneurs with a resource to kickstart their growth journey. His emphasis on customer-centric strategies educates entrepreneurs on how creating a brand persona influences consumer behavior — which is quantifiable for data collection.  On this episode of the Up Arrow Podcast, William Harris welcomes Kunle Campbell, Co-founder of Octillion Capital Partners, to discuss how to take your e-commerce business to the next level. Kunle provides a synopsis of the six core pillars highlighted in his book and dissects the three most critical to brand growth. Tune in to learn how to cultivate your company’s narrative, use data discipline to attract consumers, and leverage human psychology in your marketing strategy.