Marketers of the Universe: A digital marketing podcast

Brew Digital
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We’ve all listened to people that speak in novels, not tweets. Well, we’re putting marketing waffle on notice! If you’re tired of long winded navel gazing and blue sky thinking, and just want simple, clear helpful advice on how to improve your marketing and scale your business, the Marketers of the Universe are here to help. We break trending topics down in a way that's as entertaining as it is informative. Over the span of around 30 minutes we’ll have you up-to-date with the big marketing movements, and brimming with ideas to implement at your own company.  This is one marketing secret you won’t be ashamed to share!

  1. 2d ago

    How to evaluate and test new digital ad channels

    Are you feeling pressured to test every new ad platform that hits the headlines? While exploring nascent ad networks can offer valuable early-mover advantages, jumping into unproven channels without a strategic framework can quickly drain your marketing budget. In this episode of Marketers of the Universe, Senior Paid Media Manager Michele Raffaelli joins host Tom Inniss to break down how B2B marketing leaders can evaluate new ad channels responsibly. From conversational AI interfaces like ChatGPT and Perplexity to programmatic physical display networks—such as McDonald's new drive-thru order board network—Michele explains how to assess platform readiness, manage speculative ad spend, and establish a multi-month testing framework. You will discover why traditional search metrics do not always apply to contextual AI platforms, how to protect your brand reputation on emerging channels, and when it makes commercial sense to walk away from an experiment. Key discussion points  Assessing business readiness How to determine whether your business has the tracking maturity, creative assets, and clear conversion targets needed before branching out from established channels like Google and Meta.Managing speculative budgets Why testing unproven ad networks requires a controlled three-month testing window—and how to set realistic benchmarks when historical account data does not exist.Understanding contextual targeting in AI How conversational AI models serve ads based on user intent and browsing context, requiring a fundamental shift away from traditional keyword-matching strategies.Protecting brand safety and alignment How to conduct a thorough risk analysis to ensure new ad inventory aligns with your corporate values and target audience expectations.Knowing when to scale or walk away The operational signals that indicate whether an ad experiment is ready for wider rollout across your target markets or if it should be paused to preserve capital.Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    How to evaluate and test new digital ad channels

  2. Oct 21

    How to prepare the next generation of digital performance marketers

    In this episode of Marketers of the Universe, host Tom Inniss sits down with Michele Raffaelli—Senior Paid Media Manager at Brew Digital and guest lecturer at universities across Europe. Michele shares his non-linear path into digital marketing, explaining how a decade in retail and a process of elimination led him to discover a passion for paid search—a discipline that bridges creative messaging with data-driven performance. He also provides an insider look into higher education, discussing why marketing syllabi must be updated every six months to remain relevant, where automated AI ad features fall short, and what skills entry-level marketers actually need to succeed in an agency environment. Key discussion points Transitioning from retail to paid media Michele shares how testing various marketing channels like design and community management led him to paid search, where creative copy meets data analysis.Managing the short shelf life of marketing strategy Academic syllabi and tactical playbooks lose relevance quickly, making ongoing learning essential as advertising platforms and tracking rules change.Spotting the limitations of automated ad tools Unmonitored AI features like Google Performance Max and Meta Advantage+ can harm brand credibility when they run generic headlines or misinterpret peak sales periods.Bridging the graduate skills gap Early-career marketers require hands-on experience with tools like Excel and Google Analytics alongside strategic theory to deliver commercial value from day one.Responding to shifts in buyer behaviour Modern B2B and e-commerce buyers conduct extensive research online before reaching out, making digital touchpoints and social proof vital to campaign success.Building a data-driven culture Pairing creative instincts with empirical testing, seeking support early, and maintaining strong team relationships ultimately lead to superior account performance.Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    How to prepare the next generation of digital performance marketers

  3. Sep 23

    Is LinkedIn actually a waste of time?

    Tom is convinced LinkedIn is just an unhinged echo chamber of spilt cereal metaphors and performative thought leaders. Debbie is here to change his mind. This week on Marketers of the Universe, Brew Digital’s senior social media manager brings the real-world strategy to counter Tom’s healthy cynicism. Together, they break down how to hook the 90% of users who lurk in silence, why boosting your team’s personal profiles outperforms standard brand ads, and how to tailor content for actual decision-makers without resorting to ridiculous humblebrags or robotic AI copy. Further reading: How to choose the best social media platforms for your business What our latest campaign taught us about maintaining social media momentum Meet Debbie Gacutan, Social Media and Community Manager at Brew Digital Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    Is LinkedIn actually a waste of time?

  4. Aug 21

    How small changes to your customer touchpoints can drive measurable revenue growth

    If your executive team only cares about pipeline growth, presenting them with high ad impression numbers is a quick way to lose your budget. Gathered around the virtual studio table, Haydn Woods-Williams, Tom Inniss, and Rich Harper tackle the growing disconnect between creative marketing campaigns and boardroom expectations. They share why modern B2B marketers must stop acting as passive order-takers and start taking continuous cross-departmental optimisation seriously.  This session provides a transparent look at how the team approaches user behaviour analysis at Brew Digital. From evaluating the transparency of free-trial signups to restructuring multi-tiered B2B subscription models, they provide a clear blueprint for turning underperforming digital assets into high-converting revenue drivers. You will leave with a practical understanding of how to audit your own customer journey, eliminate channel silos, and replicate the exact strategy that achieved a 300% membership increase for a major professional society Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    How small changes to your customer touchpoints can drive measurable revenue growth

  5. Jul 22

    Crucial questions to ask your agency about their AI policies and pricing

    If you ask a standard AI platform to write a comprehensive B2B marketing strategy, it will deliver something that looks technically correct but remains entirely bland. In this in-person episode, our Digital Marketing Team Lead, Haydn Woods-Williams, speaks with Managing Director Gareth Llewellyn and Head of Digital Marketing Services Rich Harper about the limitations of algorithmic thinking. They discuss why automated tools struggle to provide genuine creative options or understand the distinct nuances of your ideal customer profile.  The conversation ranges from personal experimentation with fitness programming and DIY to the high-stakes world of enterprise software specification. The team highlights the clear red flags that indicate an agency is using automation lazily, such as unedited text formats and hidden commercial margins. Listen to the full episode to discover how a balanced, human-centric approach to technology can elevate your digital performance without exposing your business to legal or strategic risks.  Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    Crucial questions to ask your agency about their AI policies and pricing

  6. Jul 8

    How to choose a digital agency that actually grows your business

    Many B2B companies find themselves trapped in a cycle of hiring and firing agencies because the initial chemistry failed to translate into tangible growth. Gathered in person for this episode, Digital Marketing Team Lead Haydn Woods-Williams, Managing Director Gareth Llewellyn, and Head of Digital Marketing Services Rich Harper dissect what it actually takes to build a successful agency relationship. They discuss why natural rapport and shared values are just as important as technical capability.  We break down actionable vetting strategies, including how to perform old-school due diligence like checking financial stability and speaking directly to reference clients. Whether you are considering a single full-service agency to manage your strategy holistically or looking to inject bold, consumer-style creativity into your B2B campaigns, this episode provides a clear roadmap for your next selection process.  Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    How to choose a digital agency that actually grows your business

  7. Jun 24

    How to protect your marketing strategy when search traffic drops

    A sudden platform shift, such as the rollout of Google’s AI Overviews, threatens to wipe out your search traffic just six months into a carefully planned campaign. Do you scrap everything and start again, or do you hold your nerve? When algorithms change and website traffic drops, the pressure from senior management to abandon your long-term plan can be immense. In this episode of Marketers of the Universe, Brew Digital Content Marketing Manager Tom Inniss puts our usual host, Digital Marketing Team Lead Haydn Woods Williams, in the hot seat to unpick the crucial need for stategic patience while remaining tactically nimble.  Haydn breaks down why knee-jerk reactions often destroy long-term growth and explains how a well-researched strategy should directly guide your tactical adjustments. Tom and Haydn discuss the realities of the lengthy B2B buying cycle, how to align your tactical metrics with C-suite expectations, and why keeping your objectives remarkably simple is the best way to safeguard your success. If you face pressure to deliver immediate results following unexpected platform updates, this conversation will help you diagnose what is actually working and what needs a complete rethink. Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

    How to protect your marketing strategy when search traffic drops

  8. Jun 10

    Stop buying boosts like a lazy marketer

    With organic reach seemingly on the floor, many B2B marketers are asking the same question: Has social media become a purely pay-to-play battlefield? In this episode of Marketers of the Universe, Haydn Woods Williams sits down with Brew Digital’s Senior Social Media Marketing Manager, Debbie Gacutan-Jardim De Oliveira, to challenge the idea that your social strategy needs a massive ad budget to survive. While it is tempting to simply boost posts to combat declining engagement, Debbie argues there is a smarter way to build an audience. She explains why forcing your brand into private channels like Slack or WhatsApp is a misstep, how to harness the massive organic reach of genuine brand advocates, and why your organic and paid marketing teams need to stop competing and start collaborating. If you are tired of paying rental fees to social platforms, this episode provides a clear strategy for building an authentic community you actually own. Marketers of the Universe is brought to you by the clever folks at Brew Digital. We’re not your typical digital marketing agency; using an innovative approach to decision-making and collaboration, we help you create an impactful digital strategy that actually delivers results for your business.  See what we can do for you at brewdigital.com

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We’ve all listened to people that speak in novels, not tweets. Well, we’re putting marketing waffle on notice! If you’re tired of long winded navel gazing and blue sky thinking, and just want simple, clear helpful advice on how to improve your marketing and scale your business, the Marketers of the Universe are here to help. We break trending topics down in a way that's as entertaining as it is informative. Over the span of around 30 minutes we’ll have you up-to-date with the big marketing movements, and brimming with ideas to implement at your own company.  This is one marketing secret you won’t be ashamed to share!

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