FiredUp! - The Startup Marketing Podcast Firebrand

In today’s crowded and complex digital landscape, marketers often struggle to effectively target their advertising efforts. Many are unaware of the powerful tools and platforms that can transform their results by automating ad placement across multiple channels. Seasoned marketing expert Richard Lowden joins us on the podcast to discuss how understanding Demand Side Platforms (DSPs) can completely revolutionize your brand’s digital advertising strategy. This week, episode 35 of the FiredUp! podcast gives an intro to DSPs. 


Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.


In this episode of the FiredUp! podcast, Richard Lowden shares how DSPs automate the buying and placement of ads, ensuring startups are efficiently reaching their target audience, optimizing their budget, and getting a better ROI. 


Richard Lowden is the Founder and CEO at RTBiQ, a tech company that has created a fast and flexible real-time bidding system for leading marketers. Richard brings to RTBiQ over 15 years of experience driving exceptional performance and record-breaking revenue in world-leading media and advertising organizations, including The Weather Company, Weather Underground, and Winstar Interactive. As a founder of the MMA Programmatic Committee, Richard continues to demonstrate his leadership in this rapidly developing sector.


Richard and Morgan discuss:
Transparency and portability are essential for the advertiser to fully understand campaign performance and make informed decisions. Attribution can be complex and marketers need to work with DSPs that understand it enough to take a customized approach. The pending demise of third-party cookies presents challenges but is ultimately not as impactful as it's made out to be. Dark funnel impact will likely increase with the rise of chatbots, but sophisticated marketers can still connect audience behaviors to brand awareness efforts. AI presents potential benefits for programmatic advertising in content creation and audience targeting.  Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


CONNECT WITH RICHARD LOWDEN:
RTBiQ
LinkedIn
Email: richard@rtbiq.com 


CONNECT WITH FIREBRAND:
Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
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LINKS MENTIONED IN THIS EPISODE:
The No Asshole Rule by Robert I. Sutton PhD
Why I Wrote The No A*****e Rule [Article]
5 Powerful Mindset Shifts to Stop Worrying About What Other People Think

Gen Z, a self-reliant, digitally native, and mobile-first generation is entering the workforce and bringing a different approach to business and buyer behavior. Ian Baer, Founder of Sooth, joins us to share what data shows about Gen Z and how startups can rethink their marketing strategies to appeal to the generation leading our economy. This week, episode 34 of the FiredUp! podcast is about Gen Z’s impact on buyer behavior!
Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.
In this episode of the FiredUp! podcast, Ian Baer shares that although often viewed as a “walking meme”, Gen Z is a more financially responsible and self-reliant generation that approaches decisions more thoughtfully. He also shares actionable advice startups can take to get in front of a Gen Z audience.


Ian Baer is the Founder of Sooth, an insights-driven decisioning platform and consultancy that makes marketing more successful for clients, creators, and consumers. He has over 35 years of experience leading some of the largest Ad brands in the world including Publicis and TBWA, in addition to being the President of Rapp Collins (Omnicom) Chief Strategy Office of Rauxa, the president of Big Fuel Communications through their exit and an EVP for Deutch, has some incredible insights to bring to the table for startups. 


Ian Baer, Morgan, and Ian Lipner discuss:
Gen Z often makes buying decisions based on the values of the company and the opinions of trusted influencers, often skeptical of traditional advertising and reviews.Brands targeting Gen Z should be transparent, provide abundant information, and use a variety of content formats to capture attention. Gen Z is less career-focused than previous generations and are more likely to have multiple streams of income. Businesses should lean in with information and advice as Gen Z rejects being sold to, preferring to form their own opinions. 

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


CONNECT WITH IAN BAER:
Sooth
LinkedIn
Email: hello@soothbetold.com 


CONNECT WITH FIREBRAND:
Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
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Work with Firebrand


LINKS MENTIONED IN THIS EPISODE:


The Tipping Point by Malcolm Gladwell

Running a startup is inherently risky with a lot of unknowns. One of the ways to address the unknown is by conducting market research to uncover your ICP, understand how big the market is, whether or not your messaging is resonating with the right people and so much more. Sean Campbell joins us today to share how market research can be used to alleviate pains and maximize opportunity by providing clarity on the market. This week, episode 33 of the FiredUp! podcast is about where to start with market research!
 Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.


In this episode of the FiredUp! podcast, Sean Campbell shares how startups can use market research to inform important decisions and reduce risk. He also shares the incredible insight you can gain through this type of research. 


Sean Campbell is the CEO of Cascade Insights, a B2B-focused market research and marketing firm helping companies seize opportunities in the B2B technology sector. Sean is a well-regarded consultant, speaker, author, trainer, mentor, and educator. He has delivered talks for Fortune 50 companies and top tier conferences around the world and has written extensively on technology and business topics. Sean has been a professional services firm owner for more than 20 years. His work has spanned consulting engagements with tech giants and startups you’ve heard of, the sale of his first company, and the growth of delivery, sales, marketing, and operational practices inside professional services firms. Sean specializes in helping organizations find success and opportunity in the B2B tech sector via market research insights, smart strategy, and powerful messaging.
Sean and Morgan discuss:
Qualitative research through in-depth interviews is often more valuable for startups than quantitative surveys. Early research priorities should include developing buyer personas and understanding competitive messaging. AI tools can help build initial personas, but custom research is needed to address bias in synthetic data and other issues not found online.The top 5 research areas that startups should focus their limited resources on. 

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


CONNECT WITH SEAN CAMPBELL:
Cascade Insights
LinkedIn


CONNECT WITH FIREBRAND:
Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
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Work with Firebrand


LINKS MENTIONED IN THIS EPISODE:
Managing The Professional Services Firm by David Maister

The Content Marketing Institute has released some interesting stats from a recent survey of B2B tech companies. We wanted to join in on the fun and discuss some of what they have found with companies’ use of AI, content challenges, and effective strategies in content marketing. This week, episode 32 of the FiredUp! podcast is about trends in content marketing! 


Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.


Morgan and Nicole discuss:
The marketing strategies that Universities use to target potential students and their parents can provide valuable insights for startup marketers to consider. Marketers widely use AI tools for brainstorming and content creation but having an AI policy in place is essential to ensure ethical use of the technology. Content marketers often face challenges in creating the right content for their audiences, differentiating this content, and accessing subject matter experts (SMEs) for contribution.As our preferences change and evolve, popular content formats and distribution channels shift to keep up with the trends. Having a structured content production process, editorial calendar, and internal activation are essential for scaling and repurposing content. Investing a significant portion of the marketing budget in content marketing is crucial for driving business results.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


CONNECT WITH FIREBRAND:
Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
Facebook
LinkedIn
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Work with Firebrand


LINKS MENTIONED IN THIS EPISODE:
Content Marketing Institute- B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024
Content Marketing Strategy by Robert Rose 
This Old Marketing podcast
Firebrand Labs Report: How to Use ChatGPT for SEO Keyword Research
Firebrand’s AI Policy 

Traditionally, out-of-home advertising has been limited to brand awareness rather than direct response campaigns as it has been difficult to measure. Advancements in technology have created the opportunity for more specific and scientific measurement approaches. Ty Tinker, Head of Analytics at AdQiuck joins us to break down how we can use new technology for more targeted and flexible OOH advertising campaigns. This week, episode 31 of the FiredUp! podcast is about measuring OOH advertising!


Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.


In this episode of the FiredUp! podcast, Ty Tinker shares how advancements in technology have changed the approach to measuring out-of-home advertising efforts and actionable steps you can take right now to establish the incrementality of your campaigns. 


Ty Tinker is the Head of Analytics at AdQuick, a platform for planning, executing, and measuring out-of-home advertising campaigns. He is an innovative, forward-thinking data scientist with 4 years of experience using quantitative and qualitative methods of measuring. 


Ty, Morgan, and Ian discuss:
Mobile device data can be used to calculate impressions and attribution, using audience segmentation and targeting to track performance and measure success.Retargeting out-of-home exposed audiences can amplify the impact by reaching them through other digital channels. AI and machine learning play a significant role in unlocking the correlation between out-of-home advertising and performance.Startups should view out-of-home advertising as an experiment, set up hypotheses, and measure the results.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


CONNECT WITH TY TINKER:
AdQuick
LinkedIn


CONNECT WITH FIREBRAND:
Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
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X (Formerly Twitter)
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LINKS MENTIONED IN THIS EPISODE:
Outlive by Peter Attia MD

Marketing in an online world can feel challenging when trends, algorithms, and our ideal audience are changing faster than we can keep up. You may be wondering, ‘What are the best practices when it comes to email marketing, video content, and AI? How many blog posts should I be putting out a week? Should I start a podcast?’ We have the answers to all of that and more. This week, episode 30 of the FiredUp! podcast we’re answering your burning questions about content marketing!
Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.


The questions Morgan and Nicole cover are:
What are some ways I can dip my toes into video marketing?How many emails should I have in an email drip campaign and what key metrics should I focus on?What type of content should I gate?What is the best way to use Chat GPT for copywriting?How many blog posts should we be putting out per week?What is interactive content and how can I get started creating some?Should I start a podcast?How can I link content like a blog post to a lead?Have your own burning question? Email us at firedup@firebrand.marketing!


Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!


CONNECT WITH FIREBRAND:
Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.
Facebook
LinkedIn
X (Formerly Twitter)
Work with Firebrand