The Incremental Marketer

Paul Boruta
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Hosted by Paul Boruta, Founder & CEO of Slingwave Join Paul as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎙️ Smarter marketing starts here → slingwave.com

  1. 16/12/2025

    The "What If" Era: The Rise of Predictive Intelligence | Tom Newman, Co-Founder KNA

    What happens when marketers stop asking “what worked” and start asking “what if?” You get faster decisions, clearer answers, and a very different future for marketing measurement. In this episode of The Incremental Marketer, Tom Newman - investor, operator, and advisor to Slingwave - breaks down how AI is reshaping marketing analytics from backward-looking reports into real-time, predictive intelligence. Drawing on his experience scaling companies at AOL, WarnerMedia, and Urban One, Tom explains why digital marketing still hasn’t delivered on its promise of transparency - and what finally changes that. We dig into why marketers are drowning in unstructured data, how AI and Bayesian models can turn that mess into insight, and why the hardest part of growth is the 1→10 transition. 👉 If you want clearer answers, faster decisions, and a smarter way to measure growth, this conversation is worth your time. CHAPTERS 00:00 The Exciting Future of Marketing Data 02:21 Tom Newman's Journey in Media and Advertising 06:15 The Role of Kelly Newman Advisors 08:42 Understanding the Scale-Up Phase 10:28 The Gap in Marketing Measurement 12:27 AI's Impact on Marketing and Data 18:49 The Future of Marketing Analytics 22:45 Barriers to AI Adoption in Marketing 28:24 Predictions for 2026 and Beyond CONTACT TOM https://www.kellynewmanadvisors.com/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    38 min

  2. 25/11/2025

    Brand Building in the Age of AI | Nick Jezarian, Founder of DimeHouse

    What happens when brand building collides with an explosion of AI tools? Marketers face 17,000 “solutions,” endless noise, and growing confusion about what actually drives growth. In this episode, Nick Jezarian — founder of Dime House and former media leader at Kraft Heinz, Target, and Coca-Cola — shares how modern brands can find clarity in the chaos. We get into why long-term brand building still matters, how to measure what feels unmeasurable, and Nick’s simple “layer-cake” framework for connecting creativity, culture, and commercial impact. Plus: when to invest in brand, how to know it’s working, and why generalists are rising again in the age of AI. A must-listen for anyone shaping brand strategy in a rapidly changing world. CHAPTERS 00:00 The Overwhelming Landscape of AI in Marketing 01:45 Nick's Journey in Media and Marketing 03:50 The Birth of Dimehouse: A Consultancy for Growth 05:42 Navigating the Brand, Agency, and Platform Ecosystem 07:44 Investing in Brand: Timing and Fundamentals 09:34 Understanding Brand Value and Consumer Experience 11:58 The Role of Social Listening in Brand Strategy 13:38 Leveraging AI for Enhanced Marketing Insights 15:37 The Speed of Change in Marketing Technology 17:33 The Future of Advertising: Small Agencies vs. Big Corporations 19:42 The Complexity of Measurement in Marketing 21:46 Layered Measurement: Balancing Short-term and Long-term Goals 25:40 Tactical vs. Strategic Signals in Marketing 27:42 The Importance of Measurement Culture 31:13 Career Journey Through Iconic Brands 35:26 Cultural Moments and Brand Impact 38:27 Challenges in Measuring Brand Building 46:08 The Future of Marketing Technology and Strategy CONTACT NICK nick@dimehouse.co https://www.linkedin.com/in/nickjezarian/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    49 min

  3. 12/11/2025

    Jam, Reinvented: How JamPackd Became a Breakout Brand | Michelle & Brian Platt, Co-Founders

    What happens when a creative director and a wellness entrepreneur team up to reinvent jam? They turn it into a performance product — and a category disruptor. Meet Michelle and Brian Platt, co-founders of JamPack’d Jams. They set out to rethink breakfast and ended up shaking up an $8 billion industry. In this episode, they share how JamPack’d went from a kitchen experiment to a fast-growing functional food brand — with more protein than peanut butter, more fiber than broccoli, and all the flavor of traditional jam. We dig into product validation, creative testing, scaling DTC on Shopify, and what it really takes to turn a small idea into a big brand. CHAPTERS 00:00 Introduction to Jam-Packed Jams 05:56 The Birth of a Health Food Brand 11:47 Market Feedback and Product Development 17:50 Marketing Strategies and Audience Targeting 24:08 The Role of AI in Business 29:59 Future Plans and Closing Thoughts CONTACT BRIAN & MICHELLE hello@jampackdjams.com https://www.jampackdjams.com/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    30 min

  4. 05/11/2025

    The Wild West of Mobile, Gaming & CTV | Andrew Wohlwend, Head of Operations at Xsolla

    The lines between CTV, mobile, social, and gaming have officially blurred. But as platforms converge, measurement is falling apart. In this episode of The Incremental Marketer, Andrew Wohlwend (Head of Operations, Xsolla Ads) explains how marketers can find signal in the chaos—and rebuild attribution that actually works. We dig into why “mobile vs. gaming vs. CTV vs. social” is the wrong starting point, how accidental or low-intent clicks inflate results (and what to measure instead), and practical frameworks for deduping audiences, weighting the journey, and setting realistic learning cycles. If you’re wrestling with walled gardens, overlapping audiences, or click metrics that don’t tell the truth—this one’s for you. CHAPTERS 00:00 The Wild West of Mobile and Gaming Advertising 03:12 Andrew Wolin's Journey in Ad Tech 05:56 Understanding Xsolla Ads and Its Ecosystem 09:04 Navigating Blurred Lines in Advertising 11:59 The Click-Through Rate Debate 14:48 Channel Planning and Audience Targeting 18:11 Building a Better Attribution Model 20:59 Tools for Measurement in Mobile Advertising 24:01 Enabling Marketers for Future Success 27:01 The Future of AI in Advertising CONTACT ANDREW https://www.linkedin.com/in/andrew-wohlwend-2b5882b/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    30 min

  5. 14/10/2025

    The Holy Grail of Marketing | Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA

    If you’ve ever wondered how to use AI without losing the human side of marketing, this conversation is for you. Greg Licciardi, VP of Sponsorships and Partner Programs at the ANA and author of The Holy Grail of Marketing, joins host Paul Boruta of Slingwave to explore how Agentic AI is reshaping marketing as we know it. They discuss how brands can reach the right person, with the right message, in the right environment, at the right time - while keeping authenticity and brand purpose intact. Inside the episode:• How AI and emotion work together to drive performance• The rise of Agentic AI and the next wave of personalization• Lessons from e.l.f. and The Weather Company’s weather-driven campaign• What the ANA’s programmatic study reveals about ad waste• How Greg teaches the next generation to use AI responsibly Listen in to discover how the “Holy Grail of Marketing” is evolving - and why the future of AI might actually make brands more human. CHAPTERS 00:00 The Power of Personalization in AI 09:54 Navigating the Marketing Landscape with AI 20:11 Case Studies: Success and Lessons Learned 30:00 The Future of Marketing and AI CONTACT GREG holygrailofmarketing.com https://www.linkedin.com/in/greglicciardi/ 🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 👉 Ways to connect & explore: 🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com

    30 min

  6. 30/09/2025

    Stand for Something: The Operator-Led Marketing Playbook | Scott Kabat, Founder & CEO 621 Consulting

    How do you turn marketing strategy into a system that drives growth? In this episode of The Incremental Marketer, Scott Kabat (CEO & Founding Partner, 621 Consulting; ex–Flip Video, One Medical, Prezi, Clorox) explains the operator-led marketing model—how fractional CMOs and hands-on operators help companies build real marketing engines that deliver growth. We talk about why so many businesses struggle to find the right marketing talent, how fractional teams accelerate capability building, and what it takes to balance short-term wins with long-term brand impact. Scott also shares lessons from his work across B2B and B2C, and where AI can support marketing teams without replacing the judgment and creativity that matter most. 👉 If “strategy” never turns into a working system, this one’s for you. Whether you’re scaling a startup or transforming an established company, you’ll walk away with practical ideas to build a marketing function that actually works. TIMESTAMPS 00:00 Building Authentic Brands 06:01 The Evolution of Fractional Marketing 12:05 Lessons from Iconic Brands 17:46 Navigating Marketing Mistakes 24:05 The Role of AI in Marketing 30:07 Personal Reflections and Future Insights ABOUT THE CHANNEL Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎥 Prefer video? Watch every episode on YouTube HERE. CONTACT PAUL on LinkedIn 🎙️ Smarter marketing starts here → slingwave.com

    32 min

  7. 30/09/2025

    From Founder-Led Sales to Scalable Growth | Katharine Hill Contag, Fractional Head of Growth Klaro

    Still the main seller at your company? Here’s how to step back while building a growth engine that scales. In this episode of The Incremental Marketer, I sit down with Katharine Hill Contag, Fractional Head of Growth at Klaro and seasoned marketing executive. Kat helps early-stage B2B companies nail their go-to-market strategy, build demand engines, and lay the foundation for repeatable growth. She breaks down her 3 Ms of Go-to-Market — Message, Motion, Math — and shares the biggest mistakes founders make in early GTM planning. You’ll also hear how to run quick experiments, track results with lightweight attribution, and use AI as a thought partner for both founder marketing and sales. 👉 Watch now to learn how to move from scrappy founder-led efforts to a scalable growth engine. TIMESTAMPS 01:33 Introducing Kat Hill-Kontag and Claro Group 03:30 The Fractional Model: Flexibility and Expertise 05:27 Assessing Go-to-Market Strategies 08:35 Common Mistakes in Go-to-Market Planning 10:26 Identifying Ideal Customer Profiles 11:30 Engaging with Agencies in Early Stages 12:41 The Role of Founders in Sales 14:38 Content Strategy for Founders 15:34 Building a Sales Team 16:30 The Impact of Founder Marketing 18:20 Tracking Marketing Impact and Attribution 20:15 Leveraging AI in Sales Coaching 22:33 AI as a Thought Partner for Founders 24:35 Navigating AI in Early Stage Companies 26:43 Experimentation in Marketing Channels 28:39 Trends in B2C Marketing 30:38 Advice for Early Stage Companies 32:26 The Future of Marketing in an AI World ABOUT THE CHANNEL Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎥 Prefer video? Watch every episode on YouTube HERE. CONTACT PAUL on LinkedIn 🎙️ Smarter marketing starts here → slingwave.com

    35 min

  8. 30/09/2025

    Marketing Leadership in the Age of Disruption | Mike Kelly, CEO & Co-Founder - Kelly Newman Advisors

    How can CMOs thrive when the old playbook no longer works? The rules of marketing have changed. Flat budgets, flipped funnels, and AI disruption mean today’s CMOs are under more pressure than ever. In this episode of The Incremental Marketer, I talk with Mike Kelly - CEO & Co-Founder of Kelly Newman Advisors, and former leader at The Weather Channel, AOL, Time Warner, Unruly, and Colspace - to explore the new rules of marketing leadership. From boardroom insights to practical advice, Mike shares what it takes to lead in today’s rapidly changing landscape. TIMESTAMPS 00:00 - The Evolution of Digital Marketing 05:14 - Navigating Budget Constraints in Marketing 11:04- The Impact of AI on Marketing Strategies 16:47 - Trends and Future Directions in Marketing 20:12 - Advice for Modern CMOs ABOUT THE CHANNEL Join Slingwave Founder and CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎥 Prefer video? Watch every episode on YouTube HERE. CONTACT PAUL on LinkedIn 🎙️ Smarter marketing starts here → slingwave.com

    23 min
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About

Hosted by Paul Boruta, Founder & CEO of Slingwave Join Paul as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win. If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you. 🎙️ Smarter marketing starts here → slingwave.com

Information

  • Creator
    Paul Boruta
  • Years Active
    2K
  • Episodes
    18
  • Rating
    Clean
  • Copyright
    © 2025 Paul Boruta
  • Show Website
    The Incremental Marketer