The Long Game

By: Allie Decker David Ly Khim Alex Birkett
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  • Summary

  • The Long Game shares personal and business success stories where long-term thinking triumphs. Join us for discussions about the frameworks, principles, and learnings that drive success in business.
    2024 Omniscient Digital, The Long Game
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Economics Leadership Marketing
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Episodes
  • Omnichannel Advertising, Attribution, and Unifying Brand & Performance with Katie Arena

    Omnichannel Advertising, Attribution, and Unifying Brand & Performance with Katie Arena
    Dec 18 2024
    In this episode of The Long Game, Alex Birkett talks with Katie Arena, the global marketing and communications leader at Clinch, an omni-channel advertising platform. Katie explains the differences between multi-channel and omni-channel advertising, emphasizing the importance of streamlining ad campaigns, personalizing creative content, and analyzing performance data in a unified way. The conversation touches on the complexities of modern advertising, including audience targeting, decision logic, and optimizing ad spend across platforms. Katie also discusses her views on subtle, well-executed ads, like Nike’s marathon campaigns, and highlights how technology enables efficiency in managing large-scale ad campaigns.Key TakeawaysOmni-Channel vs. Multi-Channel Advertising: Multi-channel means operating across platforms, but omni-channel focuses on creating a connected, streamlined experience across all touchpoints with data-driven personalization.Streamlining Creative Development: Clinch's ad-builder helps advertisers efficiently version, optimize, and repurpose ad creatives across multiple channels, saving time and resources.Personalization Drives Results: Effective campaigns use dynamic decision logic to tailor ads to the audience, considering contexts like weather, time of day, or events (e.g., Olympics medal count updates).Combining KPIs and Optimization: While each channel may have unique KPIs, centralizing the analysis helps advertisers identify what resonates most and optimize accordingly.Complex Campaign Management: The fragmented nature of teams (strategy, creative, and media) can cause inefficiencies. Unified platforms bring visibility, better communication, and data-driven decisions.Bold Advertising in a Crowded Space: Successful ads balance subtlety and creativity, resonating with target audiences while occasionally taking risks to stand out, as seen with Nike or Jaguar campaigns.Show LinksVisit ClinchConnect with Katie Arena on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    54 mins
  • Kitchen Side: SEO Burpees, Death of Vanity Traffic, and NSM

    Kitchen Side: SEO Burpees, Death of Vanity Traffic, and NSM
    Dec 11 2024
    In this episode of The Long Game Podcast, Alex Birkett and the team discuss critical shifts in SEO and content marketing strategy. They emphasize the importance of moving beyond vanity metrics like traffic and focusing on meaningful business outcomes. Key topics include the concept of North Star KPIs, the dangers of the "traffic trap," and the importance of aligning incentives across teams to achieve shared goals. The conversation highlights how the industry is evolving towards more impactful strategies, offering insights for marketers aiming to drive long-term growth.Key TakeawaysThe "Traffic Trap" in SEO: Focusing solely on traffic growth can lead to misaligned strategies that fail to deliver meaningful business outcomes like leads or revenue.North Star KPIs and Guardrails: Using a North Star metric that aligns with business goals ensures focus on value-driven outcomes. Guardrail metrics prevent gaming the system at the expense of user experience or quality.Aligning Incentives Across Teams: Misaligned goals within marketing teams, such as prioritizing traffic over conversions, can hinder overall success. Collaboration and shared KPIs can drive better outcomes.Vanity Metrics and Industry Evolution: The shift away from vanity metrics like page views is forcing marketers to prioritize strategies that genuinely impact business performance.The "Burpees" Analogy for Inefficient Marketing: Ineffective strategies are compared to burpees—exhausting but ultimately unproductive. The focus should be on intentional, impactful actions that contribute to long-term goals.A New Era for SEO: The current paradigm shift in SEO provides a once-in-a-lifetime opportunity to build scalable customer acquisition channels based on meaningful strategies.Show LinksConnect with David Khim on LinkedIn and TwitterConnect with Alex Birkett on LinkedIn and TwitterConnect with Allie Decker on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterWhat is Kitchen Side?One big benefit of running an agency or working at one is you get to see the “kitchen side” of many different businesses; their revenue, their operations, their automations, and their culture.You understand how things look from the inside and how that differs from the outside.You understand how the sausage is made. As an agency ourselves, we’re working both on growing our clients’ businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business.We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship.Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    58 mins
  • Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy

    Chris Walker on the CMO's Dilemma, Attribution, and Modern GTM Strategy
    Dec 4 2024
    In this insightful episode of The Long Game Podcast, Alex Birkett speaks with Chris Walker, CEO of Passetto and host of the B2B Revenue Vitals podcast. Chris shares his bold perspectives on the evolution of B2B marketing, highlighting the need for customer-centric strategies and challenging conventional practices like attribution modeling and demand generation. He explores the role of CMOs in bridging business outcomes with marketing execution and discusses how marketing must adapt to meet the demands of modern go-to-market structures. From innovative mental models to actionable strategies, Chris delivers thought-provoking insights for marketers and executives looking to drive growth and build sustainable systems.Key TakeawaysCustomer-Centric Marketing is Essential: Chris emphasizes listening to customers to extract patterns and validate insights, making marketing strategies more aligned with real-world needs.Demand Creation vs. Brand Awareness: Demand creation goes beyond awareness, focusing on making customers understand their problems and prioritize solutions—a step critical for B2B success.Flaws in Attribution Models: Attribution should not be a political tool for assigning credit but a resource for answering critical business questions and improving outcomes.The Evolving Role of CMOs: CMOs should focus on business KPIs rather than departmental silos. Splitting brand-building and pipeline creation functions could lead to better alignment and results.Balancing Art and Science in Marketing: Marketing strategies should integrate creative approaches with data-driven processes to adapt to different stages of business growth.The Power of Process and Scale: Early-stage businesses thrive on creativity and agility, but as companies grow, systems, data, and processes become critical to sustain and scale operations.Show LinksVisit PassettoConnect with Chris Walker on LinkedInConnect with Alex Birkett on LinkedIn and TwitterConnect with Omniscient Digital on LinkedIn or TwitterPast guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.Some interviews you might enjoy and learn from:Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)Building Competitive Marketing Content with Sam Chapman (Aprimo)How to Build the Right Data Workflow with Blake Burch (Shipyard)Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:Blue Ocean vs Red Ocean SEOShould You Hire Writers or Subject Matter Experts?How Do Growth and Content Overlap?Connect with Omniscient Digital on social:Twitter: @beomniscientLinkedin: Be OmniscientListen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/
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    51 mins

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