Blue Sense Podcast

Scott Wilkinson, Nathan Perdriau & Sebastian Bensch
  • 0.0 (0)
  • 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. 5D AGO

    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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 11/26/2025

    Don't Panic on BFCM! - BSD Pod Episode 6

    In this episode, Scott and Nathan break down how to stay calm when BFCM isn’t pacing to plan. We walk through the key decisions operators should make when revenue, efficiency, or creative performance begins to fall behind target. You’ll hear us cover:  • How to tell if the issue is forecasting or execution  • Why pacing by hour matters more than reacting in real time  • How to use clean decision checkpoints throughout the day  • Why discount codes hurt conversion rates and how to fix them  • When to scale Meta budgets and when to hold  • How EDM timing swings MER and reading it correctly  • How to think about poor BFCM cohort quality  • Why Google over-attributes heavily during sales  • Why you shouldn’t pivot your offer mid-weekend  • How your annual marketing calendar reduces BFCM risk Resources from the episode:  • Melbourne Q1 Planning Event (Dec 12): https://luma.com/r0wvz8r0  • Ibra’s breakdown on fixing a BFCM sale quickly: https://www.youtube.com/watch?v=zIGpBXFCsQE&t=39s  • Gaby on fast BFCM creative production: https://www.youtube.com/watch?v=pm7mHLaq1GE -------------------------------------------------- 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. ⬇️️ 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

    25 min

  8. 11/19/2025

    BSD Pod Ep 5: The Creative Process Behind A New 8-figure Brand

    In this episode, Scott and Gaby break down how a women’s fashion brand hit eight figures without increasing ad spend. The win came from a cleaner creative process, better iteration, and a tighter link between data and production. Over the first 90 days the brand saw:  • 50 percent growth in acquisition MER  • 72 percent growth in new customer revenue  • 29 percent drop in new customer acquisition costs  • 168 percent lift in contribution margin Gaby walks us through how the team:  • Identified winning templates, cut creative waste,   • Built a predictable weekly production cadence,   • and turned chaos into consistent performance.  The conversation also touches on why many brands struggle with creative output and how to fix that with a clear testing and briefing framework. -------------------------------------------------- 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/

    27 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
    40
  • Rating
    Explicit
  • Copyright
    © 2026 Blue Sense Podcast
  • Show Website
    Blue Sense Podcast