In this episode of The Marketing Front Lines, we speak with Adam Singer, VP of Marketing at AdQuick. AdQuick is transforming out-of-home advertising from a fragmented, manual process into a programmatic ad tech platform. By consolidating over 2,000 media owners and millions of inventory pieces into a single ecosystem, AdQuick enables marketers to treat physical-world advertising with the same precision and measurement capabilities as digital channels. Singer shares how the company approaches modern marketing through authentic media partnerships, executive-led content, and strategic use of their own platform—demonstrating how B2B companies can build credibility while operating in a traditionally offline industry.
Topics Discussed:
- Building authentic media partnerships with emerging shows like TBPN and Pirate Wires
- Transforming out-of-home advertising into programmatic, measurable ad tech
- Strategic approaches to podcast sponsorships for niche B2B audiences
- Executive-led email marketing as relationship building
- Dogfooding your product for creative brand marketing
- Treating physical-world advertising with digital precision and analytics
- Running geofenced tests in tier 2/3 cities for cost-effective validation
Lessons For B2B Tech Marketers:
- Sponsor Niche Media Before It Scales: AdQuick backed PvP and Pirate Wires early when they were emerging shows, not established properties. Smaller, enthusiast-driven audiences pay more attention to sponsors than mass-market shows where ads get ignored. For niche audiences, listeners actively notice who's sponsoring and why—creating curiosity that doesn't exist with traditional media buys.
- Executive-Led Email Creates Peer-Level Connection: Singer writes "Notes from the VP" emails directly to customers instead of standard drip campaigns. By having a senior executive write strategic, genuinely helpful content—not promotional copy—he's received feedback from VCs and founders praising the approach. The insight: advertisers want strategy from peers, not transactions from marketers. This tactic works because it reflects how executives actually communicate internally, creating authentic value.
- Treat OOH Like Performance Marketing, Not Brand Spend: With AdQuick's platform, marketers can run geofenced tests in affordable tier 2/3 cities, measure lift, then scale to premium markets. The recommendation is testing with $50-100K minimum spend before scaling to several hundred thousand. This approach transforms out-of-home from unmeasurable brand spend into a testable, data-driven channel integrated with Google Analytics and attribution tools.
- Out-of-Home Drives Social Amplification at Scale: Physical billboards become the lead asset in pitch decks, social campaigns, and all-hands presentations. Singer notes that thousands of people share images of compelling OOH campaigns online—something that never happens with display ads. The dual value: physical presence in target markets plus owned content assets that signal permanence and scale to prospects evaluating your company.
- Use Your Product to Tell Timely Stories: AdQuick ran billboards in swing states saying "Flip Elections Legally with AdQuick," linking to a guide about OOH for policy and politicians. This demonstrates using your own platform creatively around cultural moments—not just to generate leads, but to show potential customers what's possible and build brand memorability through topical, shareable campaigns.
- Podcast as De-Risking Signal for Enterprise Sales: For B2B companies, podcasts may not generate direct leads but serve as "faith-based initiatives" that signal long-term viability. When enterprise buyers evaluate vendors, consistent content production demonstrates the company isn't disappearing—particularly valuable for venture-backed companies competing for multi-year commitments. The learning opportunity from guest conversations provides additional ROI beyond attribution.
- Email Ads Remain Underutilized High-Intent Inventory: Singer uses Beehive to run programmatic email ads targeting publications covering marketing, branding, and startups. These above-the-fold, trackable placements reach audiences who've built trust with senders—unlike social feeds where ad blockers and feed algorithms suppress visibility. Email represents one of the few remaining channels where B2B decision-makers reliably see advertising.
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Sponsors:
Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.
www.FrontLines.io
The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe.
www.GlobalTalent.co
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