The Marketing Architects

Marketing Architects
  • 4.7 (46)
  • Marketing
  • Updated Weekly

Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

  1. Nerd Alert: Should B2B Brands Use Humor?

    12h ago

    Nerd Alert: Should B2B Brands Use Humor?

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore whether humor belongs in B2B advertising. They dig into new research that challenges the assumption that business buyers only respond to rational, no-nonsense messaging. Topics covered: [02:44] "To Humor or Not Humor: Buyers Evaluating the Effective Use of Humor in B2B Advertisements" [03:06] How often is humor used in B2B vs. B2C ads? [04:55] What four experiments with 305 B2B buyers revealed[05:45] Three conditions that determine when humor helps or hurts [06:47] Why humor is a door opener, not a deal closer To learn more, visit marketingarchitects.com/podcast Resources: Swani, K., Gulas, C. S., & Dinsmore, J. (2025). To humor or not humor buyers? Evaluating the effective use of humor in B2B advertisements. Journal of Business Research, 200, 115632. https://doi.org/10.1016/j.jbusres.2025.115632 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    9 min
  2. The Performance-to-Brand Playbook with Peter Sengenberger

    2d ago

    The Performance-to-Brand Playbook with Peter Sengenberger

    A premium supplement brand saw retail sales jump 40% in six months after one strategic shift: switching from direct response TV to brand advertising. That single result changed 25-year media pro Peter Sengenberger's entire belief system.  In this episode, Elena and Rob are joined by Peter Sengenberger, former demand gen and brand strategy lead at BambooHR. Peter explains why over-reliance on performance channels creates a "doom loop," why brand advertising builds what he calls "prepaid demand," and how his "depth of message" framework ranks media by the quality of impressions they deliver.   Topics covered:  [00:00] Performance marketing's "doom loop" and the case for brand advertising [04:00] Supplement brand case study: 40% retail lift from brand TV [09:00] The true cost of over-optimization [13:00] Why TV earns the highest trust and completion rates [16:00] CTV skepticism: what is overpromised and why[18:00] Programmatic media and the algorithmic house advantage[20:00] What direct response teaches every marketer  To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.  Resources:  Ogilvy on Advertising by David Ogilvy: https://www.amazon.com/Ogilvy-Advertising-David/dp/039472903X 22 Immutable Laws of Marketing by Al Ries and Jack Trout: https://www.amazon.com/22-Immutable-Laws-Marketing-Violate/dp/0887306667/ Grow with Peter Substack: https://growwithpeter.substack.com/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    29 min
  3. Nerd Alert: Why Ads Reach Older Consumers Less

    Jun 18

    Nerd Alert: Why Ads Reach Older Consumers Less

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use.  In this episode, Elena and Rob examine why advertising consistently underperforms with consumers over 60 and find the answer has less to do with older brains and more to do with where marketers are pointing their media budgets.  Topics covered:  [00:02:00] "Differences in Advertising Effectiveness Across Age Groups[00:03:00] How researchers measured mental availability across 1,500 [00:04:00] The associative penetration gap between age groups[00:07:00] How the purchase funnel narrows sharply at 60-plus[00:08:00] Why newer product categories widen the confidence gap[00:10:00] Three practical takeaways for reaching older audiences  To learn more, visit marketingarchitects.com/podcast  Resources:   Mecredy, P., Stocchi, L., & Feetham, P. (2025). Differences in advertising's effectiveness across age groups. International Journal of Advertising, 44(2), 235–262. https://doi.org/10.1080/02650487.2024.2370678  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    13 min

  4. Jun 16

    The Death of the Funnel

    Concern about short-termism among marketers jumped from 25% in 2022 to 55% in 2025. Budget allocation barely moved. The funnel may not be dead, but it might be damaging your brand. This week, Elena, Angela, and Rob debate whether the marketing funnel still belongs in the boardroom. They unpack why the funnel persists despite strong evidence against it, how ad platforms reinforce flawed thinking for commercial reasons, and what alternatives actually work.  Topics covered: •    [01:00] Marketing Week article on why funnel reinvention is backfiring •    [02:00] The funnel as a mental shortcut vs. a map of how people buy •    [05:00] How ad platforms built funnel logic into their products for commercial reasons •    [07:00] Categories where the funnel fits (and where it falls apart) •    [11:00] The say-do gap: marketers believe in brand investment but budgets barely moved •    [15:00] Tom Roach's alternative: building, nudging, and connecting •    [18:00] How to plan media without the funnel •    [20:00] What great creative looks like when you stop thinking in funnel stages To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 Marketing Week Article: https://www.marketingweek.com/reality-check-funnel-reinvent/ Google Messy Middle Research: https://business.google.com/us/think/consumer-insights/navigating-purchase-behavior-and-decision-making/ WARC Multiplier Effect Report: https://page.warc.com/the-multiplier-effect-report Thinkbox Profitability 2 Report: https://www.thinkbox.tv/profitability2 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    26 min
  5. Nerd Alert: When Consumers Punish Acquired Brands

    Jun 11

    Nerd Alert: When Consumers Punish Acquired Brands

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore why consumers sometimes turn on brands after an acquisition, even when the product hasn't changed, and what marketers can do to soften the blow. Topics covered:[02:05] "When and Why Consumers React Negatively to Brand Acquisitions: A Values Authenticity Account"[03:00] What is values authenticity, and why does it matter?[04:05] Why the underdog effect isn't the real culprit[04:40] How a 15% stake can start eroding consumer trust[05:55] Five factors that can reduce acquisition backlash[06:55] What competing brand equities mean for marketers To learn more, visit marketingarchitects.com/podcast Resources: Biraglia, A., Fuchs, C., Maira, E., & Puntoni, S. (2023). When and why consumers react negatively to brand acquisitions: A values authenticity account. Journal of Marketing, 87(4), 601–617. https://doi.org/10.1177/00222429221137817 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    9 min
  6. Synthetic Research and the Future of Marketing with Peter Weinberg

    Jun 9

    Synthetic Research and the Future of Marketing with Peter Weinberg

    95% of senior marketing leaders are already using or planning to use synthetic data within 12 months. So why are so many marketers still on the fence? In this episode, Elena, Angela, and Rob talk with Peter Weinberg, co-founder of Evidenza and former head of research at LinkedIn’s B2B Institute. They discuss where to start with synthetic audiences, how to assess accuracy, and why brand building still matters as AI changes how people search and decide. Topics covered: •    [00:00] Introductions and what synthetic research actually is •    [03:00] Why 95% of marketing leaders plan to use synthetic data within 12 months •    [05:00] Synthetic research really replaces ignorance, not traditional surveys •    [09:00] How to evaluate accuracy in synthetic research tools •    [10:30] Where marketers should start: find the white spaces first •    [16:00] Why AI can be creative and what 'temperature' means for marketers •    [24:00] Why brand still matters in an AI-driven search world •    [28:00] How Evidenza applied Ehrenberg-Bass principles to build their own brand •    [34:00] Why more real-time data can lead to worse decisions To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 Qualtrics Article: https://www.qualtrics.com/articles/strategy-research/synthetic-research-breakthrough/ Peter's LinkedIn: https://www.linkedin.com/in/weinbergpeter/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    42 min
  7. Nerd Alert: Your Strongest Distinctive Brand Asset

    Jun 4

    Nerd Alert: Your Strongest Distinctive Brand Asset

    Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We're breaking down highly involved, complex research into plain language and takeaways any marketer can use. In this episode, Elena and Rob explore the first large-scale benchmarking study of distinctive brand assets, and the results challenge some long-held assumptions about which assets actually stick in consumer memory. Topics covered:[01:35] "Shape-Based Assets Are Strongest: Benchmarking Distinctive Brand Asset Performance Across Industries"[02:55] What is a distinctive brand asset?[03:30] Fame vs. uniqueness: the two dimensions of distinctiveness[04:15] Why color is the weakest asset type[05:35] The bizarreness effect[06:00] When narrative assets outperform visual ones To learn more, visit marketingarchitects.com/podcast Resources: Phua, P., Bali, L., Anesbury, Z., & Sharp, B. (2026). Shape-based assets are strongest: Benchmarking distinctive brand asset performance across industries. International Journal of Advertising. https://doi.org/10.1080/02650487.2026.2637295 Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    9 min
  8. Two-Thirds of American Marketers Would Fail a Basic Marketing Test with Mark Ritson

    Jun 2

    Two-Thirds of American Marketers Would Fail a Basic Marketing Test with Mark Ritson

    More than 40% of American marketers can't define positioning. And 84% of those same marketers rate themselves as above average. Both can't be right. This week, Elena, Angela, and Rob are joined by Mark Ritson, marketing professor, consultant, and creator of the Mini MBA. Mark walks through his new research with Ipsos on US marketing knowledge, explains why formal training is the single biggest predictor of marketing competence, and shares the one concept every marketer should prioritize. The conversation also covers market orientation, how AI is reshaping marketing careers, and what it takes to stay relevant in the years ahead. Topics covered: •    [01:00] Ipsos study reveals the US marketing knowledge gap •    [04:00] Why formal education is the top predictor of marketing success •    [08:00] Where marketers can find good training today •    [13:00] Market orientation as the most important concept to learn •    [17:00] How AI will reshape marketing careers and roles •    [24:00] Byron Sharp and Mark Ritson's upcoming Cannes Lions session •    [27:00] What the rise of AI means for the agency world To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 Adweek Article: https://www.adweek.com/brand-marketing/two-thirds-of-american-marketers-would-fail-a-basic-marketing-test/ Mark Ritson's LinkedIn: https://www.linkedin.com/in/markritson/  Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

    40 min
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4.7
out of 5
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About

Introducing a research-first podcast that builds revenue, not condos. Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more. Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

Information

  • Creator
    Marketing Architects
  • Years Active
    2023 - 2026
  • Episodes
    285
  • Rating
    Explicit
  • Copyright
    © Marketing Architects
  • Show Website
    The Marketing Architects

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