Velocity: Performance Marketing Podcast

Hawky
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Velocity by Hawky: Performance Marketing Podcast is aimed at fostering a community of digital marketers and performance marketing leaders to share insights and real-world campaign experiences. The goal is to collectively gain knowledge and accelerate these learnings across the industry. We host marketing experts, CMOs, and agency founders from leading brands across business verticals and geographies to understand their performance marketing philosophy. In this podcast, we will cover topics spanning campaign optimization, creative scaling, audience targeting, attribution modeling, and cross-channel performance among other key aspects of digital marketing velocity. Whether you're scaling Meta campaigns, optimizing Google ads, or building high-performance marketing teams, Velocity delivers the insider strategies that drive measurable results and sustainable growth.

  1. EP 16 - The Ultimate LinkedIn Ads Playbook from $200M in Spend | AJ Wilcox

    APR 29

    EP 16 - The Ultimate LinkedIn Ads Playbook from $200M in Spend | AJ Wilcox

    $200M+ in LinkedIn ad spend. 14 years on one channel. Here's the playbook AJ Wilcox swears by. In this episode of Velocity: Performance Marketing Podcast by Hawky, we spoke to AJ Wilcox - Founder of B2Linked, host of The LinkedIn Ads Show, and author of LinkedIn Ads Demystified. AJ is widely regarded as the world's most concentrated authority on LinkedIn Ads, having managed over $200M in spend across some of LinkedIn's largest accounts globally, including 5 of LinkedIn's top 10 spending advertisers. In this masterclass, AJ unpacks his complete LinkedIn Ads playbook - from the 3 default settings silently killing your budget, to why he's pulling clients off Conversation Ads, to the 3-stage retargeting funnel that actually converts B2B buyers. If you run LinkedIn ads, this is the deepest tactical hour you'll spend this year. 🎯 Key Topics Covered: 00:00 – 02:35 — AJ's journey: From SEO to founding the world's first LinkedIn-only ad agency 02:35 – 07:54 — Conversation Ads vs Message Ads + when Thought Leader Ads actually win 07:54 – 10:33 — Why AJ bet his entire agency on ONE channel (and how AI is reshaping it) 10:33 – 17:06 — 3 default LinkedIn settings killing your budget + the 3-stage retargeting funnel 17:06 – 24:08 — The most expensive mistakes from $200M+ in LinkedIn ad spend 24:08 – 33:16 — The creative playbook: founder-led, witty B2B, and format stack rank by funnel stage 33:16 – 47:00 — AI in agency workflows, lead magnet posts, and LinkedIn vs Google Ads 47:00 – End — Future of LinkedIn Ads + rapid fire: overrated metrics, CTV, advice to his 2014 self Meet Surender (host and co-founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet AJ Wilcox: https://www.linkedin.com/in/wilcoxaj/ 🎧 Listen to The LinkedIn Ads Show by AJ Wilcox: https://b2linked.com/podcast 🌐 Learn more about B2Linked: https://b2linked.com About Hawky: A creative intelligence platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-powered optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. 👉 Book a Hawky demo: https://hawky.ai/get-demo #LinkedInAds #B2BMarketing #PerformanceMarketing #AJWilcox #B2Linked #DigitalMarketing #PaidSocial #LinkedInAdvertising #CreativeIntelligence #MarketingPodcast

    54 min
  2. EP 15 - Breaking down the "AI Native" Enterprise | Nishith Srivastava

    MAR 28

    EP 15 - Breaking down the "AI Native" Enterprise | Nishith Srivastava

    In this episode of Velocity: Performance Marketing Podcast by Hawky, we sit down with Nishith Srivastava (Nish), Founder of Agentics (the "Anti-Consultancy") and a 26-year veteran of global giants like Ogilvy, JWT, and Tech Mahindra. Nishith breaks down the structural shift required to survive the next decade: moving away from "strategy on slides" toward multi-agent orchestration where 100+ AI agents work in sync to solve complex business problems. 🎯 KEY TOPICS COVERED: 00:00 - From Digital to Intelligence: Nishith’s 23-year evolution through the world's biggest agencies. 05:47 - The "Anti-Consultancy" Philosophy: Why strategy without execution is just a deck. 08:19 - The Multi-Agent Opportunity: Scaling beyond one chatbot to 100+ autonomous agents. 13:34 - The "Validation First" Framework: How to scale AI across 100 stores without breaking the system. 18:43 - AI Transformation vs. AI Native: Moving from "Rule Engines" to "Reasoning Engines". 23:29 - The 10x Productivity Leap: Why AI shouldn't replace humans, but make them superhuman. 34:35 - Rapid Fire: Why Claude is for research, and why Grok has "advertising flair". 35:45 - Build vs. Buy: The CMO’s roadmap for custom AI implementation. MEET THE SPEAKERS: Surender (Host & Co-Founder at Hawky):https://www.linkedin.com/in/say2surender/ Nishith Srivastava (Founder, Agentics):https://www.linkedin.com/in/nishith/ Ready to scale your creative production like the pros? https://hawky.ai/

    40 min
  3. EP 14 - How Topmate Turns Creators into ₹4L+/Month Earners | Anuj Niranjan

    MAR 18

    EP 14 - How Topmate Turns Creators into ₹4L+/Month Earners | Anuj Niranjan

    How Topmate Turns Creators into ₹4L+/Month Earners | Creator Economy Sales Playbook Followers don't pay bills. Sales systems do. In this debut episode, Anuj Niranjan reveals how Topmate built a sales-assisted engine that takes creators from inconsistent revenue to ₹4L+/month — without needing a single new follower. From cold-calling 200 people to land his first cohort, to building a 25-person sales floor that closes for creators across AI, product management, and tech — this is the BOFU playbook no one talks about. In this episode of Velocity: Performance Marketing Podcast by Hawky, we spoke to Anuj Niranjan, VP of Creator Growth at Topmate and an IIT Bombay alum who's gone from Citibank risk modelling to trading floors to running creator monetization at one of India's fastest-growing creator economy platforms. KEY TOPICS COVERED: 00:00 - Introduction: Meet Anuj Niranjan & the Velocity Podcast 04:30 - From Citibank to Manali: The unconventional path to Topmate 11:00 - The pilot that proved it: 9 creator sales in 12 days 18:30 - Pull vs Push: The sales philosophy behind ₹50K cohort closes 29:30 - Followers ≠ Revenue: Why trust beats follower count every time 37:00 - How performance marketers can start selling courses as a side stream 40:30 - Hiring freshers at speed: 3-day onboarding vs 30-day campus cycles 47:30 - AI's real impact on creators: What it replaces and what it never will Meet Surender (Host & Co-Founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet Anuj Niranjan: https://www.linkedin.com/in/anujniranjan/ About Hawky A creative intelligence platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-powered optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. Ready to scale your creative production like the pros? https://hawky.ai/get-demo

    50 min
  4. EP 13 - Real Estate Marketing 101: Moving from Lead Gen to Revenue Accountability | Kapil Arora

    MAR 5

    EP 13 - Real Estate Marketing 101: Moving from Lead Gen to Revenue Accountability | Kapil Arora

    In this episode of Velocity: Performance Marketing Podcast by Hawky, we dive into the complex world of real estate marketing with Kapil Arora, Assistant Vice President of Business Strategy & Marketing at ANAROCK. With over a decade of experience across leading firms like Shriram Properties and Xanadu , Kapil reveals how marketing in the "realty" space is shifting from selling mere specifications to selling a lifestyle. Discover how ANAROCK operates as an end-to-end "mandate firm" for developers , the role of Anarock.ai in optimizing the buyer journey , and why "trust" remains the most valuable currency in an industry with increasingly long decision cycles. Kapil also breaks down the evolving persona of millennial and Gen Z home buyers and why influencer marketing is becoming a dominant force in property sales. Chapters:0:00 - Journey to the C-Suite: From Direct Sales to Marketing Strategy 3:51 - The ANAROCK Blueprint: Scaling Real Estate via the Mandate Model 6:59 - Decoding the Modern Buyer: Content Strategy for Millennials & Gen Z 15:03 - Performance Over Hype: The Site Visit Metric & Pricing Psychology 21:11 - The Digital Shift: Anarock.ai, Influencers, and the Future of AI 31:57 - Closing Thoughts & Industry Recommendations Meet Surender (Host & Co-founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet Kapil Arora: https://www.linkedin.com/in/kapil-arora-598072101/ About Hawky: A Creative Intelligence Platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-Powered Optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. More Episodes: https://hawky.ai/podcast

    33 min
  5. EP 12 - 10 Years of Insurance Industry Secrets | Varun Kaushik

    FEB 24

    EP 12 - 10 Years of Insurance Industry Secrets | Varun Kaushik

    How Insurance Marketing Actually Works: 10+ Years of Industry Insights with PolicyBoss CMO Building trust in a skeptical market takes more than flashy ads. In this deep-dive episode, Varun Kaushik shares how he's transformed insurance marketing at PolicyBoss over the past decade, moving from pure B2C to B2B2C, scaling a 40,000+ agent network across 800+ PIN codes, and discovering why traditional marketing channels still outperform the latest trends. In this episode of Velocity: Performance Marketing Podcast by Hawky, we spoke to Varun Kaushik, Chief Marketing Officer at PolicyBoss and a marketing veteran with 18+ years across IT, B2B SaaS, and InsurTech. Varun leads marketing for one of India's largest insurance broking platforms, managing the critical bridge between business, technology, and customer experience. Key Topics Covered:00:05 - Introduction: Varun's versatile marketing journey across B2B, B2C, and B2B2C01:45 - From IT to Insurance: Why Varun made the contrarian career move 10 years ago05:04 - PolicyBoss's unique positioning: Comparison, convenience, and trusted advisory09:12 - The POSP model explained: How sub-broking transformed insurance distribution12:40 - Trust as the defining factor in insurance vs other financial services18:25 - Brand vs Performance Marketing: When PolicyBoss chose performance-first22:30 - Multi-channel vs Omni-channel: Why insurance needs different personas per channel28:15 - The creative bottleneck: Why 200+ creatives/month aren't enough32:40 - Attribution challenges in insurance's long buying cycle (6-12 months)38:20 - Why celebrity endorsements don't work as well as customer testimonials43:15 - Regional marketing strategy: Scaling across 800+ PIN codes47:30 - The brand awareness mistake most insurance companies make52:45 - Why SMS and email are resurging as marketing channels in 202557:22 - Rapid Fire: Customer testimonials vs celebrity endorsementsMeet Surender (Host & Co-Founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet Varun Kaushik: https://www.linkedin.com/in/varunkaushik82/ PolicyBoss: https://www.policyboss.com/ About Hawky A creative intelligence platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-powered optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. Ready to scale your creative production like the pros? Book a Demo #PerformanceMarketing #InsuranceMarketing #B2B2C #MarketingStrategy #CreativeOptimization #DigitalMarketing #InsurTech #AgencyLife #MarketingPodcast #PolicyBoss #Hawky

    59 min
  6. EP 11 - How Vikas Chawla Built Social Beat into a ₹2500 Cr Digital Agency Powerhouse

    FEB 12

    EP 11 - How Vikas Chawla Built Social Beat into a ₹2500 Cr Digital Agency Powerhouse

    Most agencies chase Mumbai and Delhi. Vikas Chawla built Social Beat from Chennai and turned it into a ₹2500 crore powerhouse. In this episode of Velocity: Performance Marketing Podcast by Hawky, we sit down with Vikas Chawla, Co-Founder of Social Beat, Influencer.in, and D2Scale. Vikas shares how contrarian decisions, starting outside India's advertising hubs, organizing around media instead of creative, and building complementary businesses instead of chasing vanity scale, created one of India's most successful independent agencies. From Facebook page likes in 2012 to full-funnel attribution in 2026, Vikas walks us through the evolution of digital marketing metrics, the structural advantages of a media-first approach, and why AI is forcing agencies to double down on business strategy and creative strategy as their only defensible moats. 🎯 Key Topics Covered: 00:00 - Why Chennai became Social Beat's secret weapon, not its limitation08:15 - The media-first architecture that changed everything16:30 - From vanity metrics to business outcomes: The evolution of digital marketing measurement24:45 - Building Influencer.in and D2Scale as complementary businesses, not distractions33:20 - How Social Beat is preparing for the AI transformation41:10 - Why business strategy and creative strategy are becoming the only agency moats48:35 - The full-funnel approach: Why performance and brand can't exist in silosMeet Surender (Host & Co-Founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet Vikas Chawla: https://www.linkedin.com/in/vikaschawla/ About Social Beat: India's leading independent digital marketing agency managing 300+ brands with 540 people across India, Southeast Asia, and the Middle East, delivering ₹2500 crores in annual media spends. About Hawky: A creative intelligence platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-powered optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. Related Episodes & Resources: Full blog post: https://hawky.ai/podcast/social-beat-vikas-chawlaMore episodes: https://hawky.ai/podcast#PerformanceMarketing #DigitalMarketing #AgencyGrowth #MediaStrategy #CreativeStrategy #AIinMarketing #SocialBeat #Influencermarketing #D2C #MarketingPodcast

    1h 4m
  7. EP 10 - Brand Marketing at India's Fastest Fitness Unicorn: Cult Store | Anita Rane

    JAN 28

    EP 10 - Brand Marketing at India's Fastest Fitness Unicorn: Cult Store | Anita Rane

    In this episode of Velocity: Performance Marketing Podcast by Hawky, we sit down with Anita Rane, Head of Brand Marketing at Cult Store. From crafting award-winning campaigns for Kingfisher Beer (Cannes Cyber Lion) to leading brand teams at hyper-growth gaming giants like MPL and Gameskraft, Anita now drives the retail brand strategy for one of India's fastest-growing fitness unicorns. Discover how Cult Store maintains brand consistency across 500-rupee t-shirts to 50,000-rupee gym equipment, the truth about brand marketing vs performance marketing integration, and why the most important brand metric can't be quantified on a spreadsheet. Anita shares her 18-year journey from content writing at WPP agencies to building iconic campaigns for Kingfisher, Tata Tea Jaago Re, and CoWrks, revealing the frameworks that work across wildly different categories. Chapters: 00:00 - Introduction: From Content Writer to Brand Leader 01:51 - 18-Year Journey: Agency to Gaming to Fitness Retail 05:54 - What Cult Store Stands For: Accessibility + Consistency 09:37 - Messaging Strategy: 500₹ T-Shirts to 50,000₹ Equipment 28:20 - Building Brand from Scratch in 9 Months 35:15 - Brand vs Performance Marketing: The Integration Problem 48:40 - Future Creative Team Structure: Organic vs Paid Directors 59:27 - The One Unquantifiable Brand Metric That Matters Meet Surender (Host & Co-founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet Anita Rane: https://www.linkedin.com/in/anitarane/ About Hawky: A Creative Intelligence Platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-Powered Optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. More Episodes: https://hawky.ai/podcast

    1h 1m
  8. EP 09 - From 0 to ₹500Cr+ Marketing Leader: 3 Brands, 3 Categories, 1 Playbook | Ashutosh Bharadwaj

    JAN 20

    EP 09 - From 0 to ₹500Cr+ Marketing Leader: 3 Brands, 3 Categories, 1 Playbook | Ashutosh Bharadwaj

    In this episode of Velocity: Performance Marketing Podcast by Hawky, we explore the journey of Ashutosh Bharadwaj, a marketing leader who has built brands from scratch across wildly different categories, from a $2,000 roti maker to India's first vernacular learning platform to premium home services. With 14+ years of hands-on experience, Ashutosh shares his counterintuitive playbook for creating market space against well-funded competition, understanding the real "Bharat" audience, and the power of deep user research in building sustainable growth. Chapters: 00:00 - From Chemical Engineer to Marketer: The Accidental Journey 06:03 - The Google Analytics Moment That Changed Everything 09:58 - Josh Talks: Building India's First Vernacular Learning Platform 14:11 - Understanding How "Bharat" Really Thinks 17:48 - Marketing Rotimatic: The $2,000 Roti Maker Challenge 28:42 - Broomberg: Creating the Premium Home Services Category 40:12 - Building Brand Search Volume & Organic Traffic 48:55 - Performance Marketing vs Brand Building Balance 55:17 - Career Advice & Rapid Fire Round Meet Surender (Host & Co-founder at Hawky): https://www.linkedin.com/in/say2surender/ Meet Ashutosh Bharadwaj: https://in.linkedin.com/in/ashutoshbharadwaj About Hawky: A Creative Intelligence Platform that transforms marketing guesswork into data-driven success. From Ad Creative Analysis to AI-Powered Optimization, we help B2C brands and agencies achieve higher ROAS and predictable campaign performance. More Episodes: https://hawky.ai/podcast

    58 min
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About

Velocity by Hawky: Performance Marketing Podcast is aimed at fostering a community of digital marketers and performance marketing leaders to share insights and real-world campaign experiences. The goal is to collectively gain knowledge and accelerate these learnings across the industry. We host marketing experts, CMOs, and agency founders from leading brands across business verticals and geographies to understand their performance marketing philosophy. In this podcast, we will cover topics spanning campaign optimization, creative scaling, audience targeting, attribution modeling, and cross-channel performance among other key aspects of digital marketing velocity. Whether you're scaling Meta campaigns, optimizing Google ads, or building high-performance marketing teams, Velocity delivers the insider strategies that drive measurable results and sustainable growth.

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