Blue Sense Podcast

Scott Wilkinson, Nathan Perdriau & Sebastian Bensch
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  • MARKETING

The Blue Sense Podcast explores how 7, 8, and 9-figure eCommerce brands scale profitably through the intersection of finance, creative strategy, and performance media.Hosted by Scott Wilkinson, Head of Growth at Blue Sense Digital, the podcast features insights from co-founders, strategists, and industry operators on how to master attribution, creative velocity, forecasting, and operational efficiency in a changing marketing landscape.Expect unfiltered discussions on financial-led marketing, creative testing frameworks, and what separates resilient brands from those getting squeezed by rising costs and shrinking margins.Subscribe for conversations that cut through the noise and show you how to grow with clarity, control, and creative discipline.

  1. MAR 27

    Why We Killed Percentage of Ad Spend

    In this episode, Scott and Nathan break down why Blue Sense moved away from percentage of ad spend pricing and what brands should actually look for when choosing an agency model that supports long term growth. They explain why traditional agency retainers often create misaligned incentives and how fixed service pricing helps both sides stay focused on real commercial outcomes. The conversation covers: • Why percentage of spend models rarely match actual workload • How performance guarantees can be gamed without improving business results • Why short term CPA improvements often hurt long term growth • What finance grade KPIs like contribution margin and acquisition MER reveal Scott and Nathan also walk through how measurement complexity changes as brands scale, and why most businesses under 10 million revenue do not need incrementality tooling yet. They explain: • When media mix modelling becomes useful • Why attribution led KPIs can mislead decision making • How to align agencies around profit instead of platform metrics Finally, they share a simple framework for choosing the right agency partner at each growth stage from sub 5 million brands through to enterprise operators. If you are evaluating agencies, negotiating retainers, or questioning performance guarantees, this episode breaks down what actually matters and what to ignore. Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪@bluesensedigital‬ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram:   http://instagram.com/bluesensedigital/ LinkedIn:   http://linkedin.com/company/blue-sense-digital/ #googleads #facebookads #digitalmarketing #ecommercetips #shopify

    36 min

  2. FEB 13

    ChatGPT Ads are coming - should you care? - BSD Pod

    In this episode, Scott and Nathan break down the real question behind every shiny new ad platform. Is your next best dollar better spent on Meta and Google, or are you just chasing something new? With OpenAI announcing ads inside ChatGPT, and more brands asking about TikTok, Pinterest, Reddit, and YouTube, we unpack how to think about third and fourth channels without blowing up profitability. We cover: • Why “our customers are on TikTok” is not a strategy • The skill gap that gets blamed on platform performance • Why measurement gets harder as you add more channels • How tiny budgets on Pinterest create fake confidence • When TikTok actually makes sense as a third platform • Why YouTube often needs serious budget to work • Why declining Meta performance is usually a creative or structural issue • How to think about incrementality instead of attribution • Why most 7 and 8 figure brands should still focus 80 to 100 percent of spend on Meta and Google • Why ChatGPT ads are the ultimate shiny object right now The core takeaway is simple. Before adding a new platform, ask one question. If we had an extra 10,000 dollars next month, would it produce a higher ROI on Meta, Google, or this new channel? For most brands, the honest answer is still Meta or Google. ⸻ Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪@bluesensedigital‬ ⸻ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. ⸻ If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram: http://instagram.com/bluesensedigital/ LinkedIn: http://linkedin.com/company/blue-sense-digital/ #googleads #facebookads #digitalmarketing #ecommercetips #shopify

    34 min

  3. JAN 29

    Why Ads Kill Retention Profit

    In this episode, Scott and Nathan break down one of the most misunderstood ideas in eCommerce growth. That paid media should be used to drive retention. They explain why most brands overspend on existing customers, why retention ROAS is often misleading, and how to think about repeat revenue through the structure of the business instead of the ad account. In this conversation they cover: • Why paid media is rarely incremental for returning customers • How attribution inflates retention ROAS • The difference between retention in CPG, fashion, and single SKU brands • When spending on existing customers actually makes sense • Why most subscription strategies fail • What really drives repeat purchases outside of ads This episode is essential listening for brands trying to scale profitably without masking deeper issues behind retention spend. ⸻ Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪youtube.com/@bluesensedigital ⸻ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. ⸻ If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram:   http://instagram.com/bluesensedigital/ LinkedIn:   http://linkedin.com/company/blue-sense-digital/ #googleads #facebookads #digitalmarketing #ecommercetips #shopify

    26 min

  4. JAN 22

    Why Profitable Brands Go Broke

    In this episode, Scott and Nathan break down why profitable eCommerce brands still run out of cash. The conversation focuses on the gap between what looks good on a P&L and what actually keeps a business alive. They unpack why brands can be profitable on paper and still go broke, especially in inventory heavy categories like fashion. Key topics covered: • Cash flow vs profit and why they are not the same thing • How inventory can quietly kill otherwise healthy businesses • Why cutting ad spend is often the worst move during cash stress • When it makes sense to intentionally lower efficiency to save the business • How agencies and CFOs often talk past each other • The role of inventory visibility in paid media decision making • Why growth is usually limited by cash conversion cycles, not marketing skill Nathan walks through real scenarios where brands needed to trade short term efficiency for long term survival, and how media strategy should change when cash is the real constraint. The episode also covers how conservative brands should think about scaling more aggressively without blowing up their balance sheet, and why transparency between founders, agencies, and finance teams matters more than ever. Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪@bluesensedigital‬ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram:   http://instagram.com/bluesensedigital/ LinkedIn:   http://linkedin.com/company/blue-sense-digital/

    28 min

  5. JAN 14

    2026 Starts Here: Build a Real Marketing Calendar

    In this episode, Scott, Nathan, Gaby, and Ibra dive deep into how to build a smarter marketing calendar for 2026. We tackle why so many brands default to discounting—and how to break that habit with better planning and more creative inputs. Highlights from the conversation: • Why early calendars failed: too many sales, no commercial KPIs • Offers aren’t just discounts—they’re friction reducers • Creative quality often drives the need for discounts • How to map financial targets to calendar moments • The ideal number of revenue peaks (hint: it’s not one) • How to find underutilised moments and category white space • Why brand birthdays, bundles, and overstock clearances can outperform We also explore how to layer brand, seasonal, and cultural events into your planning without relying solely on paid media. If you’re relying on Q4 to hit your numbers, this one’s for you. Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪@bluesensedigital‬ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram: http://instagram.com/bluesensedigital/ LinkedIn: http://linkedin.com/company/blue-sense-digital/ #googleads #facebookads #digitalmarketing #ecommercetips #shopify

    39 min

  6. 12/17/2025

    AI Isn't Your Moat, Taste Is: '26 Predictions with Nathan + Angus

    Scott and Nathan sit down with Angus from MKTG to make clear predictions for eCommerce in 2026. Key themes discussed: • Why organic content will be more important than paid in 2026 • The real role of influencers versus in house creators • Why AI lowers the floor but does not raise the ceiling • What happens to agencies as media buying gets commoditised • When in house teams make sense and when they do not • Why finance led marketing is still rare and still a moat • Which brands will win and which will struggle next year • Why retail, community, and real world experiences are coming back We also dig into hiring mistakes, ego driven decisions, why most founders struggle to recruit great talent, and how the best brands blend agencies, in house teams, and external perspective rather than picking sides. If you're scaling a 7, 8, or 9 figure brand and thinking about where to focus in 2026, this episode lays out the reality without the hype. ⸻ Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: ‪@bluesensedigital‬ ⸻ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. ⸻ If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram:   http://instagram.com/bluesensedigital/ LinkedIn:   http://linkedin.com/company/blue-sense-digital/ Find Angus here: Website: https://www.mktgemails.com/ Instagram: https://www.instagram.com/anguscowan/ LinkedIn:https://www.linkedin.com/company/mktg-emails/ #googleads #facebookads #digitalmarketing #ecommercetips #shopify

    54 min

  7. 12/10/2025

    Stop Blaming Seasonality: How To Win Q1 - BSD Pod Ep 8

    In this episode, Scott and Nathan unpack why Q1 feels so difficult and how brands can create momentum instead of blaming seasonality. We cover: • Why demand drops and returns spike after Black Friday • Messaging and offers that work when customers feel wallet fatigue • How to use Q1 as the highest-signal creative testing window • Media buying shifts that rebuild the funnel for Feb and March • How simple product launches or campaigns can create artificial revenue peaks A fast overview of how to plan Q1 with stronger creative, better forecasting and a marketing calendar that doesn’t rely on constant discounting. Links: Website: https://www.bluesensedigital.com.au/ Instagram: http://instagram.com/bluesensedigital/ LinkedIn: http://linkedin.com/company/blue-sense-digital/

    32 min

  8. 12/04/2025

    BFCM Winners + Losers - BSD Pod Episode 7

    In this episode Scott, Gaby, and Ibra unpack what actually drove a record-breaking Black Friday across the Blue Sense portfolio. We break down why 26 brands hit all-time highs, how evergreen ads outperformed expectations, and why scalable structures built across Q1–Q3 made the biggest difference in November. Over the weekend our portfolio saw: • Multiple brands hit their first million-dollar months • One brand hit its first $2M month • 26 accounts reach record Black Friday performance We walk through how the team: • Used strong evergreen structures to scale faster than new Black Friday campaigns • Applied intraday scaling with clear hourly pacing benchmarks • Built validated offers across Q1–Q3 that could be pushed profitably in November • Leveraged winning creatives with heavy social proof inside manual bidding setups We also cover the biggest surprises of the weekend, including: • Why simple, clear Black Friday creative outperformed complex production • Why hype campaigns underdelivered without a clear incentive • How stock-based discounting tiers protected margin • Why discount codes struggled versus strike-through pricing The conversation wraps with what we’re shifting focus to for Q1: • Growing new-customer lists early in the year • Testing new offers and funnels while CPMs are low • Preparing creative velocity and account structure for next year’s Q4 well in advance Get the latest updates, best practices, and PROVEN eCommerce strategies every day. Subscribe here: youtube.com/‪@bluesensedigital‬ Blue Sense is a global eCommerce consulting firm that partners with founders & operators to tackle their biggest growth challenges. Our YouTube channel is dedicated to sharing our most effective marketing strategies to help you achieve your business goals. If you’re an 8 or 9 figure retailer looking for deeper creative insight or performance insight grounded in real finance reach out today. ⬇️️ You can find us here ⬇️️: Website: https://www.bluesensedigital.com.au/ Instagram: http://instagram.com/bluesensedigital/ LinkedIn: http://linkedin.com/company/blue-sense-digital/

    40 min
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About

The Blue Sense Podcast explores how 7, 8, and 9-figure eCommerce brands scale profitably through the intersection of finance, creative strategy, and performance media.Hosted by Scott Wilkinson, Head of Growth at Blue Sense Digital, the podcast features insights from co-founders, strategists, and industry operators on how to master attribution, creative velocity, forecasting, and operational efficiency in a changing marketing landscape.Expect unfiltered discussions on financial-led marketing, creative testing frameworks, and what separates resilient brands from those getting squeezed by rising costs and shrinking margins.Subscribe for conversations that cut through the noise and show you how to grow with clarity, control, and creative discipline.

Information

  • Creator
    Scott Wilkinson, Nathan Perdriau & Sebastian Bensch
  • Years Active
    2025 - 2026
  • Episodes
    42
  • Rating
    Explicit
  • Copyright
    © 2026 Blue Sense Podcast
  • Show Website
    Blue Sense Podcast