Growth-Minded Marketing

Steve Phipps
  • 5.0 (2)
  • MARKETING

Hosted by Steve Phipps of Wayfind Marketing, The Growth-Minded Marketing Podcast simplifies marketing for B2B CEOs ready to grow with confidence. Each episode offers real-world strategies, step-by-step coaching, and inspiring CEO interviews—all designed to help you align your marketing with your business goals, stop wasting time and money, and scale without the stress. If you’re a growth-minded leader tired of vague advice and underperforming tactics, this is your next step.

  1. APR 5

    Ep. 23 - Stop Running Marketing Campaigns. Start Running a System.

    Most B2B marketing fails—not from lack of effort, but lack of a system. Here’s how to fix it. In this episode, you'll learn:  Why doing “more marketing” isn’t the same as having a system  The real reason most B2B marketing efforts fail (tactics before strategy)  What a marketing system actually is—and how it differs from campaigns  The 5 core components every effective marketing system needs  Why systems create compounding growth while campaigns stall out  How content builds trust before sales conversations ever happen  The role of AI search in shaping modern B2B marketing  How to align marketing and sales to drive real revenue  The key metrics that actually matter (and what to ignore)  4 simple questions to determine if you have a system—or just activity Timestamps: 0:00 — Intro: The "why isn't our marketing working?" question0:44 — Welcome to the Growth-Minded Marketing Podcast1:14 — Today's topic: What a marketing system actually is2:05 — What a company without a marketing system looks like5:05 — The root cause: tactics before strategy7:53 — What a marketing system actually is (the EOS analogy)9:52 — The biggest benefit of running marketing like a system14:42 — The 5 core components of a marketing system15:08 — Component 1: Strategy17:01 — Component 2: Website21:27 — Component 3: Content25:51 — Component 4: Sales Alignment28:01 — Component 5: Reporting31:07 — Do you have a system or just marketing activity?31:51 — Audit Q1: Do you have a written strategy?32:16 — Audit Q2: Is your website generating qualified leads?32:44 — Audit Q3: Does sales use marketing content?33:10 — Audit Q4: Can you explain what's working?34:52 — Action step + how to work with Way Find Marketing Resources Mentioned: Wayfind Marketing Learning Center What Is a Marketing System — and Why Your B2B Company Needs OneWhat We Mean by Strategy First Marketing (And Why It Matters)The Problem with Vanity Metrics Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/ Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/ Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

    38 min

  2. MAR 18

    Ep. 22 - What's the Right Marketing Budget for Your B2B Company?

    Do you actually know how much your company should be spending on marketing — not what you spent last year, not a gut feeling, but a number tied to where you want to go? If the answer is "not really," this episode is for you. In this conversation, Wayfind Marketing CEO Steve Phipps pulls back the curtain on one of the most common questions he gets from B2B leaders: How much should we be investing in marketing? The answer isn't a single number — it's a framework, and the structure behind the number matters just as much as the dollar amount. In this episode, you'll learn: The 3–10% revenue range for B2B marketing investment and how to find your right number based on your growth stageThe 5 budget categories every B2B marketing investment should include — and why skipping the first one is where most companies go wrongReal budget breakdowns for a $5M and $10M company, including what each category should costThe two operating models (outsourced agency vs. in-house marketing manager) and what makes each one work — or failWhy bringing in a fractional CMO or marketing coach can be the missing piece for in-house teams that aren't getting resultsHow to audit your existing marketing spend before adding a single dollar moreThe metrics that actually matter — and how to tie them back to revenueTimestamps: 00:00 How Much To Spend01:29 Why Budgets Feel Hard03:39 Percent Benchmarks05:04 Turning Percent Into Dollars06:39 Five Budget Buckets07:18 Strategy Before Tactics10:19 Website Foundations10:57 Content That Converts16:13 Promotion And SEO20:56 Tools And Platforms23:40 Tool Testing Reality24:05 Marketing Operating Models24:36 Outsourcing to Agencies27:06 In-House Marketing Setup28:37 Fractional CMO and Coaching30:39 Budget Examples by Revenue33:57 Audit Before You Add38:03 Metrics That Matter41:05 Budget Follows Strategy43:46 Wrap Up and Next Steps The one thing Steve wants you to walk away with: Let your budget follow your strategy, not the other way around. When you build a budget around clear goals, you have a growth plan. Without it, you just have a list of expenses. Resources mentioned: Episode 15: Vanity Metrics — a deep dive on the difference between meaningful metrics and feel-good numbersGuide™ Marketing Assessment — a free 5-minute tool to see what's working (and what's not) in your current marketingSchedule a conversation with the Wayfind team — click "Discuss Your Marketing."Wayfind's Guide™ Marketing Framework — the system behind the strategy discussed in this episodeEndless Customers by Marcus Sheridan (formerly They Ask, You Answer) — the sales and marketing framework Steve coachesGrowth Minded Marketing is the podcast for B2B CEOs and business leaders who are ready to grow with confidence and stop guessing at their marketing. Hosted by AnnieLaurie Walters and Steve Phipps of Wayfind Marketing.

    46 min

  3. MAR 14

    Ep. 21 - From $0 to $4.5M in 2.5 Years: Mason Cosby on Saying No, Protecting Your Reputation, and Building a Business the Right Way

    Mason Cosby didn't ease into entrepreneurship. He launched Scrappy ABM three weeks before becoming a dad, and what followed was a masterclass in building fast, breaking things, and having the integrity to fix them — even when it hurt. In two and a half years, Mason grew Scrappy ABM to $4.5M in total revenue, but he's just as candid about the $450K in mistakes he made along the way — bad-fit clients, loose contractor agreements, IP he had to buy back, and a season where overhiring nearly derailed everything. His willingness to refund clients, walk away from revenue, and start fresh is the thread running through all of it. This episode is full of practical, hard-won insight for any CEO who's ever taken on a client they shouldn't have — or who's still trying to figure out who they do their best work for. Key Takeaways If it's not an absolute yes, it's a no. Mason shifted his entire client onboarding philosophy after three out of four "maybe" clients went badly. Clarity in your ICP protects your team, your time, and your reputation.The virtuous cycle is real — but it starts with the right clients. Better-fit clients → higher rates → stronger talent → better results → more referrals. You can't skip to the end without doing the hard work of defining who belongs in the first step.Reputation is a long game. Mason gave money back to clients when the fit wasn't right — not because it was easy, but because he plans to be in the market for a long time. Short-term losses can protect long-term momentum.Get your contractor agreements right from day one. Loose expectations early on cost Mason real money when IP questions surfaced later. Work-for-hire language isn't optional — it's foundational.ABM isn't for everyone — and that's the point. Account-based marketing works best when you already know who your best customers are. If you're still figuring out product-market fit, it's not your next move. If you know exactly who you serve? It might be your most powerful growth lever.About Mason Cosby Mason Cosby is the founder of Scrappy ABM, an account-based marketing agency that helps B2B software companies with $25M–$100M in revenue build and run ABM programs that drive real pipeline. With a background in leading new business development for one of the world's top B2B agencies, Mason launched Scrappy ABM to bring a more honest, accessible approach to ABM — and to equip a million marketers with the skills to do it well by 2035. Resources & Links Scrappy ABM — free resources, newsletter, and moreABM in a Day Workshop — scrappyabm.com/workshop (use code 50OFF for $100 registration)Scrappy ABM Newsletter — free weekly ABM resourcesWayfind Marketing Free Assessment — free 25-question marketing assessment + 40-page playbookConnect with the Hosts on LinkedIn: Steve Phipps AnnieLaurie Walters

    30 min

  4. MAR 14

    Ep. 20 - Stop Chasing AI Tools: How to Set Marketing Priorities That Actually Move the Needle (AI & Marketing in 2026, Part 2)

    If AI in marketing is feeling overwhelming right now, here's the good news — you don't have to do everything. You just need to do the right things in the right order. In Part 2 of this series, Steve Phipps and AnnieLaurie Walters get practical. Now that you understand how AI has changed buyer behavior, it's time to talk about what to actually do about it — and what can safely wait. Missed Part 1? Start with Ep. 19 - "How AI Is Quietly Eliminating Your Business From Buyer Shortlists"  What you'll learn in this episode: Why clarity is still the priority — not speed, not tools, not automationThe three things that need to happen before you use AI for content creationWhat it means to "train your AI" — and why skipping this step guarantees generic outputWhat can wait: advanced automations, custom AI tools, and AI agentsHow to use a 90-day planning cadence to cut through the overwhelmWhy benchmarking against your competitors' tools is the wrong question to askWhat 2026 will reward — and it's not the companies with the most sophisticated tech stackA practical tip for using the EEAT framework inside your AI promptsKey quote: "AI isn't replacing leadership. Not your leadership. But it is raising the bar for it." — Steve Phipps Helpful Resources: Wayfind Marketing B2B Marketing Assessment — free 5-minute assessment with an immediate scoreCheck out our AI Marketing GuideGuide Marketing Framework podcast series Found this helpful? Share it with a CEO or marketing leader in your network and subscribe so you don't miss what's coming next.

    28 min

  5. MAR 14

    Ep. 19 - How AI Is Quietly Eliminating Your Business From Buyer Shortlists (AI & Marketing in 2026, Part 1)

    If your buyers are using AI to research, shortlist, and quietly eliminate companies — and they are — the real question isn't whether AI has changed marketing. The real question is whether your business is clear enough to survive the way buying decisions are being made today. In Part 1 of this two-part series, Steve Phipps and AnnieLaurie Walters cut through the AI noise and get grounded in what's actually changed — and what hasn't. What you'll learn in this episode: Why AI is acting as a "trust filter" for your buyers — and what that means for your pipelineThe shift from searching for options to asking for directions — and why it changes everything about how you're foundWhy your website traffic may be down (and why that's not the whole story)What "zero-click behavior" means and how to think about it strategicallyWhy AI rewards clarity over cleverness — and what generic messaging is really costing youWhy this is a CEO issue, not a marketing execution issueA practical starting point for leaders who feel overwhelmed by the AI conversationKey quote: "AI doesn't care how clever or witty your messaging is. It doesn't reward buzzwords. It rewards clarity." — Steve Phipps Resources mentioned: Wayfind Marketing B2B Marketing Assessment — take the free 5-minute assessment and get an immediate scoreEpisode with Fancher Sergeant, CEO of CRS CPAs Part 2 is coming up next — we get practical with specific ways CEOs and marketers can use AI in the next 90 days to create clarity, reclaim time, and lead more effectively.

    21 min

  6. JAN 26

    Ep. 18 - Building a Purpose-Driven Business: Carolyn Michael-Banks’ Mission Through A Tour of Possibilities

    How Carolyn Michael-Banks turned a tourism vision into a mission-driven company that educates and inspires. In this episode, you'll learn: How Carolyn Michael-Banks founded A Tour of Possibilities to educate and empower through African-American historyWhy resilience and innovation helped her business survive and evolve through COVID-19The bold decisions she made to stay mission-focused—even when it meant challenging normsHow she shifted from individual tours to scaling with larger group experiencesThe importance of boundaries, journaling, and staying aligned with your “why”How to turn obstacles into meaningful opportunities for growthWhether you're a CEO, entrepreneur, or just someone passionate about purpose-driven business, Carolyn’s journey will challenge and inspire you. Timestamps: 00:00 – Introduction and Welcome01:10 – Meet Carolyn Michael-Banks05:10 – Carolyn's Journey in Tourism07:45 – Starting A Tour of Possibilities12:39 – Challenges and Resilience13:55 – Adapting During COVID-1917:32 – Shifting Focus and Scaling Up19:24 – Lessons Learned and Advice27:22 – Conclusion and Takeaways Guest Bio: Carolyn Michael-Banks is the founder and cultural curator of A Tour of Possibilities, an African-American heritage tour company in Memphis, Tennessee. With a background in psychology and decades of experience in the tourism industry, Carolyn is known for her leadership, resilience, and dedication to telling the untold stories of Black history. A native of the Bronx, her career spans from Washington, D.C., to Savannah, Philadelphia, and now Memphis, where she continues to educate, inspire, and challenge perspectives through powerful storytelling. Visit A Tour of PossibilitiesConnect with Carolyn on LinkedIn Quotes & Resources: "You should have a business with like a family atmosphere... but the reality is, some families are dysfunctional. You gotta set those limits." “I built it... but they didn’t come. I had to do the work to get it seen, known, and trusted.” “Journaling helps you remember the good stuff when you're overwhelmed by the hard.” Resources from Wayfind Marketing: Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/ Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/ Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters

    31 min

  7. JAN 19

    Ep. 17 - Vanity Metrics vs. Value Metrics: What Really Drives Growth

    Likes don’t grow revenue. Learn which marketing metrics actually drive business growth—and which to ignore. In this episode, you'll learn: Why vanity metrics like page views and likes often mislead marketing decisionsHow AI is changing the way people engage with content—and your website trafficThe difference between feel-good stats and KPIs that actually move the needleA simple test CEOs can use to evaluate if a metric is worth trackingWhat tools like Google Search Console, GA4, and HubSpot can tell youWhy content quantity without strategy is a red flagThe critical role of the GUIDE Marketing Framework in aligning marketing with business goalsHow to empower your marketing team to lead with data-driven insightsTimestamps: 00:00 Introduction: Likes vs. Sales Conversations00:53 The Impact of AI on Website Traffic01:42 Understanding Marketing Metrics02:20 Vanity Metrics vs. KPIs06:22 Tracking Meaningful Metrics08:49 The GUIDE Marketing Framework13:28 Tools for Tracking Metrics19:42 Coaching Your Marketing Team21:48 Conclusion: Measuring What Matters Quotes: “Vanity metrics may look nice, but they won’t grow your business.”“Start with the end in mind. Track what drives revenue, not just recognition.”“We’re not anti-data—we’re pro-alignment.”“If you’re not tracking the right data, then you're just guessing.”Resources: GUIDE Marketing Framework Podcast Series --> Start HereGoogle Search ConsoleHubSpotUTM Tracking Guide Take the Free B2B Marketing Assessment:https://wayfindmarketing.com/b2b-marketing-assessment/ Grab the Free AI Marketing Guide:https://wayfindmarketing.com/ai-marketing-guide/ Connect with the Hosts on LinkedIn:Steve PhippsAnnieLaurie Walters About Steve PhippsSteve Phipps is the CEO, President, and Chief Strategist of Wayfind Marketing. As the company’s visionary founder and chief pathfinder, Steve brings a passion for helping businesses navigate the often overwhelming world of marketing. With a career spanning corporate leadership, agency ownership, and hands-on experience across the marketing spectrum, Steve knows firsthand how frustrating it can be to translate marketing activity into meaningful results. That’s why he’s committed to simplifying strategy and aligning marketing with real business outcomes. Whether he's leading creative strategy or mentoring teams, Steve is driven by one mission: helping growth-minded leaders confidently chart their course. About AnnieLaurie Walters AnnieLaurie Walters is a seasoned content strategist with 25+ years of experience in strategic communications. At Wayfind Marketing, she helps businesses attract and convert qualified leads through SEO-driven content strategies that answer real customer questions. With a background in Washington, D.C. communications and a knack for blending storytelling with strategy, AnnieLaurie empowers brands to grow with clarity and purpose.

    24 min

  8. JAN 11

    Ep. 16 - Two Moms, One Mission: The Oh Grate Journey from Kitchen to Kroger

    In this episode of Growth Minded Marketing, host Steve Phipps sits down with Courtney Jones and Amy Bingham, co-founders of Oh Grate — a meal solution company born from their desire to make family dinner easier. What started as a front-porch side hustle has grown into a thriving brand serving families across West Tennessee and North Mississippi. Courtney and Amy share how they built a business around real food, smart systems, and the belief that time at the table is priceless. In this episode, you’ll learn: How Oh Grate began as a personal solution to busy mom lifeWhy solving an everyday pain point can unlock serious business growthThe powerful mindset shift: they’re not just selling food — they’re making space for what mattersHow Oh Grate scaled from a front-porch cooler to Kroger shelvesWhy knowing your strengths (and weaknesses) is essential when starting a businessThe role of clear messaging and a shared vision in building a brand that resonates with familiesTimestamps 00:00 – Meet Courtney and Amy of Oh Grate05:40 – Building a partnership that plays to each founder’s strengths10:10 – The pivot that made their business pandemic-proof14:25 – The deeper message: dinner is about more than food19:00 – From meals to Fiesta Sauce: how one product opened new doors23:40 – Getting into Kroger and pushing through plateaus28:12 – The power of process, systems, and scaling with intention32:00 – Advice for other founders: embrace change and pivot wellGuest Bios Amy Bingham and Courtney Jones are the founders of Oh Grate, a company built by moms, for families. What started with making meals for neighbors out of a cooler on the front porch has grown into a thriving brand offering home delivery, retail partnerships, and a flagship store in Collierville, TN. Courtney brings years of restaurant and leadership experience, while Amy adds her strategic marketing expertise — a combination that’s helped Oh Grate stay grounded in its mission while scaling with heart. Together, they help busy families put real food on the table, minus the overwhelm. Oh Grate now serves Mid-South area customers across Shelby, Desoto, and Tipton Counties with handcrafted meals, grab-and-go options, and their fan-favorite Fiesta Sauce — now in Kroger. Quotes from the Episode "We’re not just selling meals — we’re giving people peace of mind.""Dinner doesn’t have to be another task — it can be the best part of your day.""When we realized we were really selling time, everything shifted.""You can’t grow if you don’t know what you’re not good at.""Fiesta Sauce wasn’t in the plan — it just worked. We followed the momentum."Resources & Links Visit Oh Grate:➡️ https://www.oh-grate.com/ Connect with the Hosts & Guests:🔗 Steve Phipps on LinkedIn🔗 Amy Bingham on LinkedIn Helpful Free Resources from Wayfind Marketing:📘 Grab the Free AI Marketing Guide📊 Take the Free B2B Marketing Assessment The Entrepreneurial Operating System (EOS) ➡️ Learn More About EOS

    40 min
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About

Hosted by Steve Phipps of Wayfind Marketing, The Growth-Minded Marketing Podcast simplifies marketing for B2B CEOs ready to grow with confidence. Each episode offers real-world strategies, step-by-step coaching, and inspiring CEO interviews—all designed to help you align your marketing with your business goals, stop wasting time and money, and scale without the stress. If you’re a growth-minded leader tired of vague advice and underperforming tactics, this is your next step.

Information

  • Creator
    Steve Phipps
  • Years Active
    2025 - 2026
  • Episodes
    24
  • Rating
    Clean
  • Copyright
    © 2025 Wayfind Marketing, Inc.
  • Show Website
    Growth-Minded Marketing