Markigy: The Science of Marketing Strategy

In this episode, Leanne is joined by Brennan Tobin, founder of Odd Duck Marketing Group, a growth marketing agency with a specialty in social commerce and TikTok Shop. Brendan shares his journey from top companies to building a nimble agency that helps brands unlock rapid scale. Their discussion dives deep into the strategies, mindsets, and tactical considerations behind social commerce success—and where it can go wrong.Key themes from the conversation include:Speed to Scale: How TikTok Shop offers brands a new seven-figure channel in months—but only if they're ready to iterate fast and accept early failures as critical data. Content at Volume: Why Brendan has changed his mind about prioritizing quality over quantity, embracing high-volume, low-friction publishing to learn what resonates. Audience Segmentation in Practice: How selling the same product to very different audiences requires messaging nuance that marketers often skip. Organic Trust vs Paid Scale: The difference between B2B client acquisition and B2C sales—and why trust-building organic strategies are essential even for agencies specializing in paid social. Real Talk on Who Shouldn’t Use TikTok Shop: Brendan’s candid view on why early-stage brands lacking product-market fit should focus elsewhere before investing in TikTok Shop's resource-heavy demands. Explore how to validate creative ideas rapidly, the importance of creative testing before scaling campaigns, and the traps marketers fall into when they assume tactics are one-size-fits-all.Whether you’re a brand exploring social commerce or a marketer navigating changing buyer journeys, this episode is packed with practical insights, cautionary tales, and a refreshingly honest look at what drives real results.Where to find Brennan:LinkedIn (look for the 🦆 emoji next to his name)Connect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode, Leanne sits down with Darrell Alfonso to unpack why so many marketing strategies fail at the execution stage—and what organizations can do to fix that. Drawing from experience at Amazon, startups and now Indeed, Darrell shares the frameworks, mindset shifts, and real-world examples that have helped him turn chaos into clarity.We explore:Why strategy without execution is just a slide deckHow growth hides operational debtCommunicating the value of ops (without sounding like a broken record)The order of operations: people → process → techScrappy pilots vs. shiny platformsWhy data quality is non-negotiable in an AI worldDarrell also opens up about hard lessons from his career—like how being a brilliant SME isn't enough if you can't translate your impact—and how writing everything down became the game-changer for both his leadership and creator journey.Whether you're a CMO, a RevOps leader, or someone who’s just tired of firefighting instead of building, this one’s for you.Connect with Darrell Alfonso:LinkedIn: https://www.linkedin.com/in/darrellalfonsoNewsletter: https://darrellalfonso.substack.com/Connect with Leanne Dow-WeimerLinkedIn: https://www.linkedin.com/in/leannedow/ Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode, Leanne sits down with Oleg Kovalev to unpack the not-so-secret secret behind his astonishing growth results: scaling from $200K to $2.5M in 9 months. It wasn’t a growth hack, a viral post, or paid ad wizardry. It was systems—thoughtfully designed, constraint-breaking, customer-informed systems.Oleg shares how startup founders and marketers can escape the “tactics trap” by focusing on what not to do, using data-driven customer insights, and applying just enough structure to unlock scale without rigidity.Leanne and Oleg dive into:● Why smart marketing systems aren’t bureaucratic; they’re accelerators● The difference between content that drives trust vs. content that collects likes● Why repetition is branding and boredom is a feature, not a flaw● The overlooked power of asking “what should we not do?”Whether you're drowning in ideas or unsure what to prioritize next, this episode is a strategic reset for marketers and founders ready to build sustainable traction that lasts beyond launch.🔗 ConnectOleg Kovalevhttps://www.linkedin.com/in/alecko/Leanne Dow-Weimerhttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode, Leanne and guest Stephen Stouffer explore the rise of AI agents and how they’re not just changing workflows, but reshaping entire marketing and operations teams.From the early days of Zapier and logic-based automations to today’s AI-powered agents that make decisions, execute tasks, and even tattletale on risky customer interactions, this conversation spans the full evolution of intelligent automation. But it’s not just about convenience, it’s about responsibility.Leanne and Stephen dive into:The difference between automation, AI-infused tools, and true AI agentsHow to build safe guardrails to reduce hallucinations and ensure accuracyReal-world examples of agents managing CRM updates, meeting notes, lead routing, and at-risk flagsThe disappearing “middle” in marketing teams—and why future marketers must master both AI fluency and strategic judgmentWhy senior leaders need to control, not just use, AI—and how to start experimenting safely todayWhether you're just starting with AI tools or already building your own agents, this episode offers insights, practical advice, and future-facing strategy on navigating the AI-powered workplace.🔗 Connect Stephen Stoufferhttps://www.linkedin.com/in/stephenstouffer/Leanne Dow-Weimerhttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode, Leanne Dow-Weimer sits down with Jesse Harris, Senior Editor at Brand Lab, to unpack how deep audience research—not assumptions—should guide your marketing strategy.From understanding chemists’ actual content preferences to exposing the myths around AI adoption in technical fields, this conversation is packed with insights on what it really takes to connect with niche, specialized buyers.Whether you're marketing to scientists or just trying to stop your team from chasing fluffy content trends, this episode is a must-listen for B2B marketers who care about relevance, rigor, and ROI.🔍 What You’ll Learn:Why removing personal bias is essential to building customer-first contentThe difference between content that educates vs. content that convertsHow scientists prefer to consume information—and why it mattersWhat your audience’s aspirations reveal about your GTM contentSurprising data on AI skepticism in highly technical industries 🧪 Bonus Insight:Marketing to technical audiences? Whitepapers might be “unsexy,” but when done right, they’re your secret weapon.Connect with Jesse Harris:https://www.linkedin.com/in/jesse-ji-harris/Read the research:https://acsmediakit.org/blog/resources/marketing-for-chemical-sciences-survey-report/?src=BrandLab&partnerref=KitResourcePageConnect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

🎙️ Episode Overview: Leanne Dow-Weimer sits down with Darren Lauda, CEO of Outset, to tackle one of the biggest challenges in business: breaking down silos to foster collaboration between marketing, sales, and finance. Darren shares his incredible journey from military service to becoming a tech CEO, offering a masterclass in teamwork, goal setting, and making data work for your business. If you've ever wondered how to align your teams for maximum impact, this episode is for you.🔑 Key Takeaways:The Power of Alignment: Why marketing, sales, and finance must operate as a unified team.Data-Informed Decisions: How to create cohort models to measure performance from awareness to bookings—and why finance should be in the room.Avoiding Common Pitfalls: How disjointed plans and incomplete data lead to inefficiencies (and how to fix it).Future-Proof Strategies: The importance of building scalable processes early, even if you're a small business.Candid Insights: Why "celebrating failures" can lead to faster solutions and stronger teamwork.🎧 Listen now to learn:Darren's experience with $6M in inefficient spend and the lessons learned.The role of leadership in ensuring cross-functional alignment.How AI is reshaping marketing, from outbound strategies to brand-building efforts.Why your CEO needs to roll up their sleeves and visit the "gemba."🔥 Quote of the Episode:"Don’t come to me with problems unless you’ve got solutions you’re working on." — Daren LaudaConnect with Daren:https://www.linkedin.com/in/darenlauda/www.outsetops.comConnect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

In this episode host Leanne Dow-Weimer is joined by James Furbush, VP of Marketing at AccessOne, to explore how trust is the cornerstone of impactful marketing strategies. Drawing from his experience in healthcare marketing, James shares valuable insights on navigating complex sales cycles, creating content that resonates with diverse stakeholders, and building meaningful, long-term relationships. Trust as a Foundation in Marketing:Trust-building is a non-negotiable in healthcare marketing. With complex sales cycles often exceeding 18 months, providing consistent, educational, and empathetic content fosters long-term relationships critical for navigating intricate buyer committees.Content Strategy for Diverse Audiences:Tailoring content to different stakeholders, from C-suite executives to operational staff, James shares how finding a way to build value by focusing on the importance of professional development content in an industry often lacking clear career progression resources was foundational to a high-value, trust-building content strategy.Human-Centered Relationship Building:Authentic, non-sales-focused interactions create connections that matter. Companies can earn trust and develop lasting partnerships that drive both business and social impact by creating platforms to elevate others' voices, such as interview-based podcasts.Whether in B2B, B2C, or any industry that values authenticity, this conversation is packed with actionable advice to help elevate your marketing efforts.Connect with James:https://www.linkedin.com/in/jamesfurbush/Connect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com MMdosBMaX0EyN9kOjTyt Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Join Host, Leanne Dow-Weimer and special Guest VIncent Koc futurist and AI expert. During the livestream Vincent shares his groundbreaking insights on using AI as a transformative resource, shifting perspectives for future-proof strategies, and building a marketing powerhouse from the ground up. Together, we'll uncover how to bring bold ideas to life and create a resilient, agile marketing department prepared for what lies ahead based on an accurate and expert understanding of AI touching on the following takeaways: The Shift to Hyper-Personalization: Evolving from basic personalization to hyper-personalization, where artificial intelligence (AI) and machine learning enable brands to deliver genuinely one-on-one experiences. This includes adapting product recommendations and interactions based on individual preferences and behaviors, offering a deeper level of engagement than traditional segmented marketing​Privacy and Data Usage Concerns: Privacy issues associated with hyper-personalized marketing are highlighted, especially the tension between consumers' expectations for convenience and the protection of their data. Marketers must recognize the importance of balancing personalization with consent and privacy regulations, as well as the challenges of data hoarding by companiesThe Role of Cultural Differences: Cultural variations in the perception of data usage and privacy are examined, noting that attitudes toward privacy and data sharing vary widely across regions. The speakers discuss how these differences impact marketing strategies and consumer trust in various global markets​Connect with Vincent:https://www.linkedin.com/in/koconder/https://x.com/vincent_kocConnect with Leanne:https://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

On this episode, we’re bridging people, processes, and technology with special guest Britney Young. Building on the previous episode where we looked to define MOPs, now we’re using it further into the strategic marketing zone.We'll be discussing getting marketing strategies aligned on what's possible, this is where to get things to, and how to fully utilize tools.We'll cover:Building Strategy Through Marketing Operations (MOPs): Britney emphasizes how her experience in Mops transformed her approach to digital strategy, enabling her to leverage tools and technologies to their full potential and create personalized, data-driven marketing campaigns.The Power of Personalization Beyond Basics: Advanced tools and a deep understanding of data allow dynamic, personalized email campaigns beyond basic tactics, like using the recipient's name, to establish meaningful customer connections.Maximizing Tool Potential for Efficiency: Many companies underutilize their marketing tools due to limited knowledge, and the importance of having experienced team members to fully exploit the capabilities of platforms like Marketo to improve processes and strategy execution.Whether you realize it or not, MOPs is the backbone of your marketing department’s abilities. This episode provides essential insights into the systems, talent, and strategies needed for long-term success. Grab a coffee and join us! Find Britney Young at:https://www.linkedin.com/in/britneynyoung/Find Leanne Athttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved

Join Leanne and this week's guest Mike Rizzo discussing Marketing Operations (MOPs), exploring its critical role in modern marketing. As businesses scale, it’s essential to think strategically about the talent and systems involved in this function.We'll cover:The key differences between Marketing and Marketing Operations—what MOPs is, and importantly, what it is not.How MOPs fits (or doesn't fit) within strategic organizations, and why it matters to leaders and marketers alike.Who should care about MOPs, and the value it brings to both growing companies and established enterprises.Real-world examples of how MOPs can elevate marketing efforts, streamline processes, and drive data-informed decisions.A forward-looking perspective on the future of MOPs and how it's evolving to meet new challenges in a fast-paced, tech-driven landscape.Whether you're a marketing leader or just discovering MOPs, this episode provides essential insights into the systems, talent, and strategies needed for long-term success. Grab a coffee and join us!Let's Connect!Find Mike Rizzo at:www.MarketingOps.comhttps://marketingops.com/mopsapalooza24/?utm_source=Markigy+Podcasthttps://www.linkedin.com/in/mikedrizzo/Find Leanne Athttps://www.linkedin.com/in/leannedow/www.markigy.com Get in, we're doing a newsletterSubstack Copyright © 2022-2025 Markigy LLC, Leanne Dow-Weimer All rights reserved