Shows
Bullhorns and BullseyesS2.E30: Start With the Story, with Kristian A. Alomá PhDFew guests fit more naturally into the fading remnants of Season 2 of Bullhorns and Bullseyes than Kristian A. Alomá, PhD, founder and CEO of Threadline and author of Start with the Story: Brand-Building in a Narrative Economy. Kristian joins Tom and Curtis to unpack why consumers use brands to tell stories about identity, not just satisfy needs. He explains his Brand STORY Framework, the psychology behind loyalty, and how narrative thinking can turn research data into human insight. From Apple fandom to Calgon nostalgia, this conversation connects marketing, meaning, and the stories we tell ourselves.N.B...
2025-10-2846 minBullhorns and BullseyesS2.E29: AI Everywhere, with Jesse FloresIn this episode, Tom and Curtis welcome Jesse Flores, Founder and Chief Web Pro at SuperWebPros, for a wide-ranging conversation on the fast-moving world of AI. From his first “this is different” moment with ChatGPT to the rise of personalized, conversational websites and open-source tools that let small teams punch above their weight, Jesse offers a front-row look at how AI is transforming business today—and where it’s headed next.N.B.:See Jesse’s work at superwebpros.comConnect with Jesse on LinkedInTakeaways...
2025-10-2143 minBullhorns and BullseyesS2.E28: From Hero to Customer, with LoVasco’s Mike IleyIn this episode, Tom and Curtis sit down with Mike Iley, COO of LoVasco Consulting Group, to unpack how the StoryBrand framework—and its roots in the Hero’s Journey—helped LoVasco shift from “look at us” to “we’re your guide,” clarifying their message across the website, sales, and internal comms. Expect practical, no-jargon advice on naming your customer’s problem first, using stronger calls to action, and painting the “success vs. failure” picture that moves people to act.N.B.:See StoryBrand in action at lovascogroup.comConnect with Mike on LinkedIn
2025-10-1443 minBullhorns and BullseyesS2.E27: Rewiring the PESO Model in a Zero-Click World, with Gini DietrichIn this episode, Curtis and Tom sit down with Gini Dietrich, founder and CEO of Spin Sucks and creator of the PESO Model®, to talk about how communications leaders can adapt in today’s “zero-click” reality. From rethinking attribution to building visibility with AI in mind, Gini shares why the PESO framework is no longer just a model, it’s becoming an operating system for modern marketing. The conversation covers how consumer journeys are anything but linear, why measurement is murkier than ever, and what signals actually matter when proving traction.You’ll also hear practical advice on how to t...
2025-10-0738 minBullhorns and BullseyesS2.E26: Smarter Ad Targeting in a Post-Cookie World, with Brendan NormanCurtis and Tom sit down with Brendan Norman, CEO and co-founder of Classify, to talk about the future of digital advertising and why contextual targeting is making a comeback. Drawing from his experience launching Facebook’s Audience Network and scaling it to $3B in revenue, Brendan explains how Classify uses AI to go deeper than keywords and categories—ensuring the right ad shows up against the right content.The conversation covers how contextual advertising works without relying on cookies or personal data, why precision beats blanket targeting, and how brands can win in a zero-click, privacy-first era. Bren...
2025-09-3043 minBullhorns and BullseyesS2.E25: Employer Branding Isn’t Just Marketing, with Nolan ReiterCurtis and Tom welcome Nolan Reiter, Employer Branding Strategist at Scout Design, to unpack what employer branding really means…and why it matters now more than ever. Nolan shares how he helps companies move beyond job ads and recruitment campaigns to build authentic candidate experiences that align with culture and brand strategy. Nolan shares insights from client projects across industries, discusses candidate “moments that matter,” and highlights the role of AI tools like Paradox’s Olivia in making the hiring process more human, not less. You’ll also hear practical advice on how to audit your candidate journey, what to look fo...
2025-09-2347 minBullhorns and BullseyesS2.E24: Let’s Build a Brand on the Fly! (with Josh Donnelly)Funnel-based storyteller returns to the podcast to have a little fun. Challenge, with Curtis as “the client,” can Josh and Tom retell a fictitious brand’s story on the fly, with little input and using only their aligned methodologies? Tom’s going to encourage Curtis to lead with his client’s WHY; and Josh is sure to align the messaging with the tried-and-true sales/marketing funnel. Will they outperform AI in the process? Tune in to find out! We’re working without a net this week, folks…well, we did have the internet…but we didn’t use it…...
2025-09-1651 minBullhorns and BullseyesS2.E23: “Authentic” “Storytelling,” with Meagan Sweigart“Authentic” and “Storytelling” aren’t in “scare quotes” in the episode title. They are actually quoting two of the central themes of Season 2. (Also quoting Curtis a lot, we might add.) In this episode, he and Tom welcome Megan Sweigart from Kinetic Marketing Communications to thoroughly explore the significance of authentic storytelling in marketing. They discuss the innovative collective agency model (something we hold near and dear, of course!) and the shift in focus from SEO to human-centric messaging. The conversation emphasizes the importance of understanding the customer as the hero of the story, the challenges brands face in aligning their...
2025-09-0935 minBullhorns and BullseyesS2.E22: Finally! The Yacht Rock Episode!Tom finally gets his pudding and Curtis acquiesces. In this fun episode, we dive deep 🛎️ into the origins and evolution of a podcast launched to focus all on Yacht Rock. But this much more than exploring 🛎️ how he and his co-host—this week’s guest, Tom’s brother John—discovered the genre, the creation of modern Yacht Rock music, and their love of the music. No, this i all about the strategies they employed to join a community, nurture an audience, and become a center of influence in a niche they would eventually sell into.. They discuss the importance of storytelling, c...
2025-08-2642 minBullhorns and BullseyesS2.E21: Marketing to Mind States, with Will LeachTom and Curtis welcome Will Leach, best-selling author of Marketing to Mind States, to the show to explore the importance of understanding consumer behavior through the lens of behavioral psychology and neuroscience. Will discusses his Mind State Model, which emphasizes the significance of non-conscious factors in decision-making and how marketers can leverage this understanding to create more effective messaging. The conversation delves into the role of goals, motivations, and emotional connections in marketing, as well as the challenges of capturing and maintaining consumer attention in a saturated advertising landscape. The discussion also highlights the difference between brand attachment and...
2025-08-1942 minBullhorns and BullseyesS2.E20: Legacy, Longevity and Lead-Gen, with Mans LumberIn the first-ever in-studio edition of Bullhorns and Bullseyes, Curtis and Tom welcome onto the set Doug Mans and Meghan Mans-Kurili, fourth- and fifth-generation members of the Mans family at the help of Mans Lumber and Home. Learn about the company’s secret to longevity, a story that spans 125 years, two world wars, two global pandemics, a housing bubble crisis, and even attempted arson! Learn how a family-owned business can both stay consistent to its values while also adapting with the times and evolving and innovating as a business. Listen or watch along to hear how Meghan modernized the co...
2025-08-1234 minBullhorns and BullseyesS2.E19: The Power in Audacity, with Mark SchaeferConsultant, author and educator Mark Schaefer joins the podcast to discuss his new book, "Audacious: How Humans Win in an AI Marketing World.” Tune in to learn how to avoid the "economics of dull” and stand out in a world increasingly proliferated by the mundane. Mark emphasizes the need for courage in marketing, the significance of storytelling, and the role of community in building connections. The discussion also touches on measuring the impact of “audacious” marketing strategies and the necessity of embracing AI as a tool rather than a replacement. Ultimately, the conversation highlights that human connection and creativity remain v...
2025-08-0538 minBullhorns and BullseyesS2.E18: PR in the Age of AI, with Nikki Little and Lexi TrimpeIn an episode replete with acronyms, Tom and Curtis welcome Nikki Little and Lexi Trimpe of Franco discuss the evolving landscape of public relations in the context of AI and digital marketing. They explore the significance of the PESO model, the resurgence of earned media, and the importance of quality content in the age of AI. They explore how information discovery is shifting, the necessity of personalization, and the implementation of AI policies within organizations. The discussion highlights actionable steps for effective marketing and the critical role of integrated approaches in achieving success.N.B.:...
2025-07-2946 minBullhorns and BullseyesS2.E17: The New Local SEO, with Joel Waldman of Yak AI.Tom and Curtis Hays engage Joel Waldman, founder of Yak AI, to discuss the evolving landscape of local SEO and the critical role of Google Business Profiles. The conversation delves into the impact of AI on marketing strategies and the necessity for businesses to adapt to new consumer behaviors. Joel shares actionable insights for small to medium-sized business owners to enhance their online presence and drive growth.N.B.: Follow Joel on LinkedInCheck out YakAI.coTakeaways:The Google Business Profile is c...
2025-07-2240 minBullhorns and BullseyesS2.E16: People Want Your Expertise, Not Your Logo, with Jared Gibson of OutworksCurtis and Tom welcome Jared Gibson, co-founder of Outworks, to the show to discuss the importance of founder-led content in today's digital landscape. They explore the shift from company-centric marketing to personal branding, especially in the wake of the pandemic. The conversation delves into the challenges of maintaining reach on LinkedIn, the significance of quality content over sheer numbers, and the evolving buyer journey that emphasizes research and trust-building through consistent content. Jared shares insights on creating a sustainable content strategy that resonates with audiences and positions executives as thought leaders. Word of the day: RELENTLESS!
2025-07-1537 minBullhorns and BullseyesS2.E15: Model BehaviorIn this episode, Tom and Curtis explore key foundational concepts of marketing and demonstrate how they use various models — one traditional, one transformational, and one original — to construct campaigns, measure success, and message effectively. They begin with the traditional sales funnel (AIDA) and the importance of understanding the customer journey. They then discuss the RACE framework and the importance of aligning metrics to specific moments and legs of the customer journey. Finally, they illustrate Tom’s “WHY-HOW-WHAT” methodology for content creation and messaging (borrowed heavily from Simon Sinek’s Golden Circle TED Talk). The conversation emphasizes the significance...
2025-07-0852 minBullhorns and BullseyesS2.E14: Don’t Be a HeroTom and Curtis delve deeply this week into the intricacies of content marketing, emphasizing the importance of storytelling, understanding the audience, and the concept of the hero's journey in marketing. The conversation highlights the need for businesses to connect emotionally with their audience and to understand their journey in order to effectively communicate their value proposition. The dialogue explores the significance of storytelling in building trust and authority, the necessity of identifying the target audience, and the strategies for creating impactful content on a budget. They also highlight the distinction between building an owned audience versus “building on rented la...
2025-06-2449 minBullhorns and BullseyesS2.E13: Audience Over Customer, with Dani DufresneCurtis and Tom welcome Dani Dufresne, Executive Producer and Founder of The Aux Company, to explore the evolution of the agency model. Dani emphasizes the importance of building an audience, rather than just having customers. The group discusses and debates insights on community engagement, the significance of branding before marketing, and the need for data-driven decisions in marketing strategies. The conversation also touches on the importance of consistency in messaging and the agility required in today's fast-paced marketing environment. Ultimately, the episode highlights the necessity of understanding your audience and creating a brand that resonates with them.
2025-06-1737 minBullhorns and BullseyesS2.E12: Google Marketing Live 2025 TakeawaysIn this episode, Tom and Curtis discuss the recent Google Marketing Live 2025 event, exploring Google's innovative strategies in marketing, the evolution of search, and the impact of AI on user behavior and content discovery. They emphasize the shift towards intent-based marketing and the importance of understanding consumer needs in the digital landscape, particularly through platforms like YouTube. They also emphasize the importance of understanding customer journeys and leveraging AI tools to enhance marketing efforts while maintaining a human touch in decision-making.N.B.:Google Marketing Live 2025 in under 15 minutesDon’t...
2025-06-0342 minBullhorns and BullseyesS2.E11: What Converts? with Michael CooneyMicheal Cooney, Founder of WhatConverts, joins Tom and Curtis to touch the third rail of marketing attribution: "What's working and what is my return on investment?" The conversation explores the challenges marketers face in tracking conversions, the significance of reporting in monetary terms, and the need for accountability in sales processes. They also delve into the concept of gamification in lead management, highlighting how making the process engaging can lead to better results and team cohesion. The discussion also highlights the significance of content marketing and branding in achieving long-term success in a competitive landscape....
2025-05-2747 minBullhorns and BullseyesEpisode 50: Advertising is a Math Problem, with Carl WinansTom and Curtis celebrate their 50th episode, welcoming guest Carl Winans to discuss the intersection of magic and mathematics in business. Carl emphasizes that advertising is fundamentally a math problem, and understanding key metrics is crucial for sustainable business growth. He shares his entrepreneurial journey, highlighting the importance of doing the math upfront to avoid costly mistakes. The conversation also explores the balance between the creative aspects of branding and the analytical side of business, particularly in the context of e-commerce. The conversation also touches on the challenges faced in the e-commerce landscape and the future implications of AI...
2025-05-2053 minBullhorns and BullseyesS2.E9: Newsletters + Advertising, with Moshe Zippel of BeehiivMoshe Zippel, Senior Lead, Advertiser Success with Beehiiv, joins Curtis and Tom to dive deep into newsletters — both from a creator standpoint and from that of advertising in newsletters. We explore email as a middle-of-the-funnel marketing channel as well as a top-of-the-funnel medium in which advertisers can reach highly engaged audiences without all of the typical “noise” that can plague some forms of digital advertising. Tune in to learn more about Beehiiv, the cross-section between MailChimp and Substack!N.B.: Follow Moshe on LinkedInLearn more about Beehiiv here: https://www.beehiiv.com
2025-05-1338 minBullhorns and BullseyesS2.E8: Video Kills the Podcasting Stars, with Ryan Koral of Tell StudiosStop hiding behind your logo! That and other valuable marketing lessons, courtesy of Ryan Koral, Founder of Tell Studios. How do you accomplish that? Video, among other things. Because the second-most authentic delivery medium after face-to-face just might be well-delivered video. Tune in this week as he, Curtis and Tom explore strategies to get the reluctant off of the sidelines and into the video content marketing game!N.B.: Follow Ryan on LinkedInCheck out the Ryan’s learning cohort.Take the video quiz here. Takeaways:Video is becoming a do...
2025-05-0645 minBullhorns and BullseyesS2.E7: Podcasting as Platform, with Matt LoriaMatt Loria, CEO of Auxiom and host of the BLTnT Podcast, returns to the show, this time to delve into the world of podcasting. A relatively recently convert at Curtis’s urging, Matt and the guys explore its evolution as a form of content marketing, the importance of storytelling, and the personal journeys that led them all to embrace this medium. They discuss the challenges and successes of podcasting, the significance of building connections, and the metrics that define success in this space. The discussion emphasizes the evolving landscape of content consumption and the necessity of adapting to different le...
2025-04-2947 minBullhorns and BullseyesS2.E6: Leveraging and Building Podcast Audiences, with Jessica PulisDid Curtis finally call the Podcasting Police on Tom? Tune in to find out! In the meantime, Tom and Curtis welcome Jessica Pulis, National Account Manager with Red Seat Ventures, to the podcast to discuss the evolving landscape of podcasting. They explore the journey of podcast advertising, the importance of authenticity, and the metrics that define success in the podcasting world. Jessica shares insights on emerging trends, the appeal of reaching niche audiences, and the future of podcast advertising, emphasizing the opportunities for both creators and brands in this dynamic space.
2025-04-1639 minBullhorns and BullseyesS2.E5: Influencer Marketing, with Claudia PfauBona fide influencer Claudia Pfau joins Curtis and Tom to examine the potential of influencer marketing and its various implications, even in the B2B space. They discuss the importance of trust and authenticity in building relationships with influencers, the role of internal advocates, and strategies for identifying and leveraging influencers effectively. The conversation also highlights the challenges and rewards of building communities and the significance of providing value to audiences.They also explore strategies for leveraging smaller influencers and the long-term benefits of community-driven marketing efforts. N.B.: Follow Claudia on LinkedInBehold: A po...
2025-04-0845 minBullhorns and BullseyesS2.E4: Hunting vs. Fishing, with Katherine LeBrunCurtis and Tom are joined by marketing and branding consultant Katherine LeBrun on the show to discuss the metaphorical implications of fishing versus hunting in sales and marketing. They explore how the traditional hunting mindset can be detrimental to building customer relationships and how adopting a fishing mentality can lead to more effective engagement. Even though Curtis is the avid fisherman in the group, Katherine shares keen insights on how to approach sales and marketing with a focus on drawing customers in, rather than aggressively pursuing them. N.B.: Follow Katherine on LinkedIn
2025-03-1135 minBullhorns and BullseyesS2.E3: Learners and Hand Raisers, with Aimee SchusterTom and Curtis welcome back fractional CMO Aimee Schuster to discuss the critical distinctions between “hand raisers” and “learners” in digital marketing. They explore how understanding these differences can shape marketing strategies, emphasizing the importance of nurturing learners into hand raisers. The conversation delves into the significance of creating two separate funnels for learners and hand raisers, the metrics that matter, and real-world examples that illustrate these concepts. Aimee shares insights on the learner journey and the need for authenticity in marketing, while also addressing the challenges of measuring success in a fast-paced business environment.N.B.: ...
2025-03-0441 minBullhorns and BullseyesS2.E2: Living in a Post-Search WorldAre we already living in a post-search, post-SEO reality? If so, now what?
In this episode, Tom and Curtis explore the evolving landscape of search and marketing in the age of AI. They discuss the rise of zero-click searches, the implications of voice search, and the need for businesses to adapt their SEO strategies. The conversation emphasizes the importance of authentic content and storytelling in marketing, as well as the role of influencers and community engagement in building trust with audiences.
N.B.: Tom’s AI vs. human storytelling exa...
2025-01-2141 minBullhorns and BullseyesS2.E1: Going Live to Thrive in '25!Curtis and Tom kick off Season 2 by going live (originally airing December 18, 2024), during which they covered a range of topics with both curiosity and analysis alike. Appropriately, they open the show talking about the importance of authenticity when it comes to branding and marketing. (You know...like, going live and in-person in real time?)
They covered the bases, they fielded some live questions, and they tried to tee listeners up to hit a home run when developing their 2025 marketing plans!
Topics Covered:
The Shift to Authenticity: Why Gen Z rejects t...
2024-12-2356 minBullhorns and BullseyesEpisode 40: Season FinaleIn our final episode of Season One, Curtis and Tom discuss the chief takeaways and biggest lessons learned from our first season. Listen in as they break down the big three: 1.) the importance of messaging hierarchy, 2.) the role of systems in marketing, and 3.) the necessity of aligning metrics with objectives. (Hint: Not everything should be measured as pass/fail.)
Takeaways:
Reflecting on the journey of the podcast and its evolution.
How does “WHY-HOW-WHAT” align with the “AIDA” sales funnel?
The importance of KPIs in measuring marketing success.
Sales...
2024-10-2240 minBullhorns and BullseyesEpisode 39: Lessons Learned and Next Steps, with Mario D’AquilaMario D’Aquila — the guest who helped us launch Bullhorns and Bullseyes — returns for the penultimate episode of Season 1 to discuss the lessons he’s learned since we last spoke with him, as well as to outline his shift in mindset and strategy going forward. He, Curtis and Tom discuss the evolution of marketing strategies as companies evolve. They emphasize the importance of KPIs, and the necessity of sales readiness in converting leads. This time, the conversation shifts towards brand building and the transition from lead generation to becoming a valuable resource for customers.
Takeaways...
2024-10-1542 minBullhorns and BullseyesEpisode 38: Lead-Gen vs. Lead Capture vs. Demand-GenTom and Curtis return from a brief hiatus to discuss some related — but distinct — marketing terms, through the prism of the book “Forget the Funnel.” What are the differences between “lead-gen,” “lead capture” and “demand-gen” (among other activities).
When you take a customer-driven approach to marketing, it is important to align your tactics and messaging with the prospect’s position and pathway through the various phases of the traditional sales funnel.
Takeaways:
Understanding the sales funnel is crucial for marketers.
Customer feedback is essential for refining marketing strategies.
Demand capture and demand generation serv...
2024-10-0841 minBullhorns and BullseyesEpisode 37: Turning Customers Into Fans, with Scott Howland of the Detroit LionsWith the return of football season nearly upon us, Tom and Curtis are thrilled to welcome Scott Howland, Senior Manager of CRM and Marketing Research at the Detroit Lions, to the show! They discuss how the Lions brand made a shift from customer acquisition to customer retention and loyalty, as well as the importance of understanding a fan base and tailoring the fan experience. Scott shares insights on data-gathering initiatives, including surveys and focus groups, to understand fan profiles and preferences. They also touch on the impact of rebranding and the excitement surrounding the upcoming football season.
2024-08-2735 minBullhorns and BullseyesEpisode 36: The Power of Customer Segmentation, with Emily BielakWhat is customer segmentation and why is it so critical to a brand’s ability to attract and retain loyal and enthusiastic customers or clients? Tom and Curtis welcome Emily Bielak, Director at market research consulting firm The Martec Group, to explain the basics…then delve into sophisticated approaches to understanding and serving your various customer cohorts. If you’re still thinking of your audience as a monolithic “customer base,” you’re missing out on opportunities that can really drive the bottom line!
Takeaways:
Companies that focus on brand strategy in addition to lead generat...
2024-08-1341 minBullhorns and BullseyesEpisode 35: Why Brand Strategy Amplifies Lead-Gen, with April MartiniTom and Curtis are joined by April Martini, co-founder of Forthright People, who specializes in brand strategy, to discuss the importance of branding and brand strategy in driving successful lead generation. They emphasize the need for companies to go beyond lead generation and focus on building a strong brand that resonates with their target audiences. Tune in to hear them explore the need for ongoing brand evaluation and adaptation to stay relevant in a changing market.
Takeaways:
Companies that focus on brand strategy in addition to lead generation are more successful at converting...
2024-08-0539 minBullhorns and BullseyesEpisode 34: How to Sell Consulting, with Matt Griffin of Incite AnalyticsTom and Curtis are joined by guest Matt Griffin, CEO of Insight Analytics, to discuss the notion that “Consulting services are not sold…they’re bought.” Matt shares his insights on sales and marketing in the consulting industry, highlighting the importance of building trust and credibility with clients. They explore the value of problem-solving and creating value for clients, and the role of thought leadership and content marketing in attracting clients.
Takeaways:
Building trust and credibility is crucial in attracting consulting clients.
Creating value for clients and solving their problems is more i...
2024-07-3036 minBullhorns and BullseyesEpisode 33: The Power of Active Listening in Sales, with Chris JimenezChris Jimenez, founder of Alter Orbit Coaching, joins Curtis and Tom to talk about the power of active listening when it comes to sales meetings and pitches. Chris, an executive coach to professionals in a variety of job functions and industries, emphasizes the need to truly understand the customer's needs and emotions, rather than just focusing on selling a solution. The group also highlights the value of human connection in a world that is becoming increasingly automated and transactional. The conversation touches on the significance of modeling core values within a company and creating a culture of listening.
2024-07-2338 minBullhorns and BullseyesEpisode 32: The Art of Training, Teaching and Presenting, with Denise RobertsAccomplished leadership trainer and coach Denise Roberts, founder of Playing to Win, joins Tom and Curtis to share how her perhaps unorthodox methods of presenting and teaching have allowed her to fortify a leading position as a premier leadership trainer, especially for emerging leaders. Denise comes to us by way of MichBusiness and the National Association of Business Resources, for which she leads multiple leadership training cohorts for emerging leaders throughout the year, known as Ignite Leadership Training's Jumpstart program.
Join in to hear why Death by Powerpoint is no longer an option when presenting to groups...
2024-07-1637 minBullhorns and BullseyesEpisode 31: The Power of Specialization, with Chris LangilleThis week’s guest is Chris Langille, Founder of Advisor Evolved, a digital marketing agency specifically serving independent insurance agencies (though not exclusively). Tom, Curtis, and Chris discuss the benefits Chris has realized by niching down in the digital marketing industry, particularly in the service insurance agencies. They emphasize the importance of focusing on the most profitable lines of business and targeting lower hanging fruit in advertising campaigns. They also highlight the need for a well-functioning sales process and the importance of aligning sales and marketing efforts. The conversation touches on the challenges of working with limited budgets and th...
2024-07-0938 minBullhorns and BullseyesEpisode 30: Budgeting for a Website, with Scott DaiggerCurtis and Tom are pleased to welcome Scott Daigger, Founder of Buddy Web Design & Development, to the podcast to address a much-debated and oft-considered dilemma: What should the budget be for my new website? Scott walks us and the listener through his recommended process for identifying the appropriate budget (and the appropriate development partners) for any size website, from DIY to premium enterprise level. For an in-depth explanation of the concepts covered in this episode, check out Scott's handy guide: "Five Things to Consider When Creating Your Website Budget."
Takeways:
Determining a budget range is...
2024-06-2535 minBullhorns and BullseyesEpisode 29: Exploring the Sales FunnelTom and Curtis take a closer look at the sales funnel model, including ways salespeople and marketers can guide prospects into and down through the funnel. Curtis makes the important point that there exists both the marketing funnel and the sales funnel. Is there overlap? Should there be? How do you connect them? And how do you get more people to enter the funnels, follow the funnels…and even flip the funnels!
Takeaways:
Explaining the traditional sales funnel and why it’s important
AIDA: Aware, Interest, Desire, Action
RACE...
2024-06-1840 minBullhorns and BullseyesEpisode 28: Going Back to School on Sales, with Kate SimonKate Simon, the director of coaching at Glover U, joins the podcast to retell her remarkable story, from sales intern to sales mastery with Glover Agency. She, Curtis and Tom discuss the importance of building personal relationships in business, the role of Glover U in coaching and training real estate agents, and the alignment between sales and marketing. Kate shares her experience with cold calling and emphasizes the need for authenticity and empathy in sales. She also highlights the importance of understanding the consumer's end goal and tailoring the messaging accordingly. Tune in to learn more about Glover U.
2024-06-1136 minBullhorns and BullseyesEpisode 27: Coaching Sales for Wins, with Dave TearTom and Curtis welcome Dave Tear, owner of Sales Coaches’ Corner, to the podcast to discuss the changing landscape of sales and the importance of having a selling system. They highlight the need for salespeople to focus on opening opportunities rather than closing deals, as well as the value of building rapport and mirroring the prospect. The conversation also touches on the role of technology in sales, the power of effective subject lines in emails, and the importance of understanding the prospect's pain. In the end, the episode emphasizes the need for sales professionals to adapt to the evolving sa...
2024-06-0440 minBullhorns and BullseyesEpisode 26: Brand Advocacy and Employee Activation on LinkedIn, with Brenda MellerTom and Curtis are pleased to welcome Brenda Meller, an expert LinkedIn coach, to the podcast to discuss strategies for using LinkedIn effectively. Brenda shares valuable intel on recent changes in the LinkedIn algorithm, the importance of engaging with other users' content, and the value of thought leadership ads. Brenda stresses the importance of employee advocacy and brand ambassadorship on LinkedIn, underscoring the need for companies to empower their employees to engage on the platform and sharing strategies to increase employee participation. The three also touch on the role of brand building in supporting ad spend and the importance...
2024-05-2840 minBullhorns and BullseyesEpisode 25: Sales Contracts (and more), with Tricia MeyerTom and Curtis are joined by Tricia Meyer, founder and managing attorney at Meyer Law, which provides insights on the different types of contracts and their significance in protecting both parties. Tricia begins by sharing her experience with the Clever Baby, a teething and medicine dispenser product, and the importance of contracts in retail partnerships.
The conversation highlights the need for clear and balanced contracts to mitigate risks and avoid conflicts. Tricia emphasizes the need for simple and clear sales commission plans and contract terms that can be easily understood and tracked. They also discuss the balance b...
2024-05-2140 minBullhorns and BullseyesBonus Episode: Meet Jigar Navadiya, Co-Founder of DataSlushThis week we’re publishing a “bonus episode,” an interview with Jigar Navadiya, co-founder of DataSlush. Jigar’s company is a pioneering research-based organization dedicated to helping companies unlock the hidden potential within their data.Tom wasn’t able to join the show the special-episode recording, so Jigar and Curtis recorded the episode onsite at our friends’ studio at Auxiom. Curtis and Jigar discuss their 10+ year working relationship, which began when Jigar solved a problem posted by Curtis on an online coding forum and blossomed into a friendship and working partnership as part of Collideascope’s “Teamlance” model.
Topi...
2024-05-1738 minBullhorns and BullseyesEpisode 24: Advanced SEO, with Nick Swan of SEOTesting.comCurtis and Tom interview Nick Swan, the founder of SEOtesting.com, about the state of SEO in 2024 and the importance of tracking and analyzing website user data. They discuss the recent algorithm updates by Google, the impact of helpful content on search rankings, and the potential changes in the search engine results page (SERP).
Nick explains how SEOtesting.com helps SEO professionals automate data collection, track changes, and measure the impact of their SEO efforts. Curtis and Tom discuss their experiences with SEO testing and the impact it has had on their clients' websites. T...
2024-05-1443 minBullhorns and BullseyesEpisode 23: The Power of Integrated Marketing, with Nikki LittleBuilding off last week’s mention of “The PESO Model,” Tom and Curtis discuss the power and benefit of integrated communications with Nikki Little, Senior Vice President at Franco, who shares her insights on integrated communications and the PESO model. The conversation covers topics such as the evolution of the communications industry, the keys to keeping communications integrated, the role that specialists and generalists play now and will going forward.
Takeaways:
Integrated communications involves the integration of paid, earned, shared, and owned media to build trust, authenticity, authority, and brand awareness.
Strong internal commun...
2024-05-0737 minBullhorns and BullseyesEpisode 22: PPC in B2B, with Cory LindholmCurtis and Tom interview Cory Lindholm, a paid advertising expert, about the role of PPC advertising in B2B marketing. They discuss budgeting strategies, the importance of quality scores, and the value of data analysis in optimizing campaigns. Corey emphasizes the need for businesses to be willing to take risks and invest in PPC advertising, as it can generate high-quality leads and drive revenue. He also predicts that, as machine learning and predictive algorithms improve, advertisers will see better results and value from their PPC campaigns.
Takeaways:
PPC advertising is valuable for both...
2024-04-3037 minBullhorns and BullseyesEpisode 21: Podcasting Production and Promotion, with Jeff LargeTom (especially) and Curtis are thrilled to welcome guest Jeff Large, CEO and founder of Come Alive Creative to the podcast to talk about....what else? — podcasting! They cover topics such as podcasting strategy, production considerations, and budgeting. Jeff emphasizes the importance of defining goals and target audience when starting and building a podcast. Important: consider this an investment in your brand and determine early on whether this is a DIY passion project or an honest-to-goodness marketing endeavor.
Takeaways
Finding the right fit for podcasting services involves understanding the goals and aligning them wi...
2024-04-2348 minBullhorns and BullseyesEpisode 20: Tricks of the TradeIn this very special episode of Bullhorns and Bullseyes, Curtis and Tom take turns sharing their personal “secrets” of their own particular crafts — Tom in content development and Curtis in lead-gen and analytics.
Tune in to hear their “takes,” and feel free to adopt our tricks and apply them to your own trade!
Takeaways:
They’re a secret! You have to listen to get them!
2024-04-1641 minBullhorns and BullseyesEpisode 19: Marketing for Nonprofits, with Lindsay MullenTom and Curtis are joined by Lindsay Mullen from Prosper Strategies to discuss the unique challenges and strategies of working with nonprofits. They explore the diverse stakeholders in the nonprofit sector and the importance of shared power and change management. Lindsay shares insights on strength-based communication and the power of storytelling in nonprofits. They also discuss the budget challenges faced by nonprofits and the potential for grant funding.
Takeaways:
Nonprofits face unique challenges due to their diverse set of stakeholders and mission-driven objectives (purpose over profits).
Shared power and change management are crucial...
2024-04-0935 minBullhorns and BullseyesEpisode 18: Understanding Behaviors of the Target CustomerCurtis Hays and Tom Nixon interview Terry Bean about the concept of behavior and its various applications to marketing and messaging. Terry explains how he follows a behavior assessment based on the four elements: air, earth, fire, and water, demonstrating how understanding these elements can help marketers tailor their messaging to different personality types. We also explore how behavior analysis can be used in workplace management and communication.
Takeaways:
Understanding behavior can help marketers tailor messaging to different and distinct personality types.
The four elements (air, earth, fire, and water) can be used a...
2024-04-0235 minBullhorns and BullseyesEpisode 17: Referrals and Testimonials, with Michelle BlakelyTom and Curtis welcome a bona fide expert to the podcast to discuss the importance of referrals and testimonials in growing a business — and how to do it well! Michelle Blakely, a small business coach and expert in referral marketing, shares her insights on the secrets to asking for referrals and testimonials, including making it easy for customers. Among the “secrets” she generously reveals is the importance of (and best practices for) expressing gratitude. It’s all about working the middle of the funnel...then flipping the funnel! The episode concludes with a discussion on the culture of testimonials and the im...
2024-03-2636 minBullhorns and BullseyesEpisode 16: What Is Your Data Telling You? (Or Not?)This week, the guys shift their focus from storytelling to data — welcoming data experts Mark Gaskill and Chris DuBach of the Michigan-based omni-channel marketing agency Phoenix Innovate. Curtis introduces the concept of the OODA loop, which stands for observe, orient, decide, and act, and the four go on to discuss its application in decision-making with respect to marketing and advertising.
The guests from Phoenix Innovate highlight the challenges of data overload and the potential of AI in data management. The discussion also covers the power of good data in measuring performance, interpreting data, and imp...
2024-03-1941 minBullhorns and BullseyesEpisode 15: What Is Funnel-Driven Storytelling? — with Josh DonnellyEver hear of the marketing concept known as “funnel-driven storytelling?” This week’s guest, Josh Donnelly, founder of Donco Marketing, demonstrates how storytelling can be used to guide users through the marketing funnel and create a more intentional user experience.
He, Curtis and Tom also discuss the collaboration process between designers and copywriters and how to best align approaches to develop website page concepts synchronously. The approach maps closely to Tom’s often-expressed advocation for starting with the 'why' and 'how' in storytelling and how it can help differentiate a brand. But it also highlight...
2024-03-1241 minBullhorns and BullseyesEpisode 14: Video — Value vs Volume, with Alan BormanTom and Curtis are joined by Alan Borman, a video producer and content marketer, to discuss the importance of video in the modern marketing landscape. They explore the balance between volume and value of video content, considering factors such as budget and the lifespan of assets. They also delve into the analytics of video performance and the power of authenticity in connecting with audiences.
Takeaways:
Video is as critical as ever in today's marketing ecosystem, as it allows for better retention of information and engages audiences more deeply than other forms of content.
...
2024-03-0538 minBullhorns and BullseyesEpisode 13: A Podcast About PodcastingTom and Curtis “go meta” one more time, as this week they’re devoting a whole podcast to talk about the art, science and business case for podcasting. From strategy and purpose to the “nuts and bolts” about hosting, recording, editing, publishing, syndicating and promoting a podcast, they walk listeners through the entire process, from inception to completion.
Curtis also walks through his own thought process of collaborating with Tom to conceive of Bullhorns and Bullseyes. We’ll share our stories with you, as well what we’re discovering about best practices. tl;dr: It wasn’t abou...
2024-02-2744 minBullhorns and BullseyesEpisode 12: What is Marketing Attribution?In this episode, Tom and Curtis discuss the topic of marketing attribution, the methodology of attributing a purchase or lead to its source in a marketing campaign. They highlight the importance of measuring marketing effectiveness beyond simple conversions and discuss the challenges of tracking attribution in a complex digital landscape. They emphasize the need for a common vocabulary between sales and marketing teams and the importance of collaboration. They introduce the concept of the marketing efficiency ratio (MER) as a more complete and transparent metric than simple “ROI.”
Takeaways:
Marketing attribution is the proc...
2024-02-2042 minBullhorns and BullseyesEpisode 11: The Art and Science of Effective Design, with Dan CorcoranShould design activate both the left side and the right side of the brain? In this week’s episode, Tom and Curtis are joined by Dan Corcoran, an expert in UI and UX design, to discuss the importance of graphic design in their work and how it intersects with analytics and user-centric design.
Tune in to learn about why we need to design for the user and not just for the client's personal preferences. They also explore the value of data and testing in design decisions, including heat mapping and user testing. The conversation hig...
2024-02-1341 minBullhorns and BullseyesEpisode 10: Into the Metaverse, with Katie DeckerThough we’ve “gone meta” before on Bullhorns and Bullseyes, this time we are entering the “Metaverse” quite literally. Collideascope team member since Day 1, Katie Decker, an expert in Facebook advertising, joins Curtis and Tom to discuss the misconception that “businesses have no business conducting business” on Facebook, and lays out some tips and best practices for doing it right.
The three also delve into the targeting capabilities of Facebook, including the use of the Facebook pixel and building lookalike audiences. The conversation emphasizes the need for a combination of organic and paid Facebook strategies, as...
2024-02-0631 minBullhorns and BullseyesEpisode 9: For All Intents and PurposesYou may have heard of the immensely popular Ted Talk, Simon Sinek’s “Golden Circle,” or “The Power of Why.” In this this week’s episode, Tom and Curtis explore the concepts of “why” and “user intent” to build off of the ideas in Sinek’s talk, in both a bullhorn context and that of bullseyes.
Tom begins by explaining the theory behind his “Why—>How—>What” messaging hierarchy for content development of all kinds, whether it be thought leadership content, marketing copy, or even video production.
Curtis then explains the concepts behind “intent” in searc...
2024-01-3036 min
The Thought Leadership ProjectEpisode 139: A LinkedIn Deep Dive
Episode 139: Listen in as Jay, Tom, and Curtis Hays do a LinkedIn deep dive. Curtis is the founder of collideascope, a digital marketing agency, and also the host (along with Tom) of the Bullhorns and Bullseyes podcast. This episode was recorded for Bullhorns and Bullseyes, but we thought it was a great conversation so we decided to re-publish it on The Thought Leadership Project. Enjoy!
Reading & ResourcesConnect with Jay on LinkedInConnect with Tom on LinkedInConnect with Curtis on LinkedInPast episodes you may enjoy:
2024-01-2400 minBullhorns and BullseyesEpisode 8: Mastering LinkedIn, with Jay HarringtonJay Harrington is president of the HARRINGTON agency and is one of the country’s leading consultants and strategists in the areas of legal marketing, PR and business development. His particular passion and profound area of expertise is building a network and growing an audience on LinkedIn to generate more and better new business opportunities.
In this podcast crossover event — Tom and Jay also separately co-host the Thought Leadership Project podcast — Curtis and they discuss tips for publishing thought leadership and content marketing on LinkedIn.
Together, they explore the engage...
2024-01-2340 minBullhorns and BullseyesEpisode 8: Mastering LinkedIn, with Jay HarringtonJay Harrington is president of the HARRINGTON agency and is one of the country’s leading consultants and strategists in the areas of legal marketing, PR and business development. His particular passion and profound area of expertise is building a network and growing an audience on LinkedIn to generate more and better new business opportunities.
In this podcast crossover event — Tom and Jay also separately co-host the Thought Leadership Project podcast — Curtis and they discuss tips for publishing thought leadership and content marketing on LinkedIn.
Together, they explore the engagement metrics on the platform and the ef...
2024-01-2240 minBullhorns and BullseyesEpisode 7: The Entrepreneur's JourneyA familiar face and name joins the podcast this week, as Stefanie Hays (Curtis's better half) joins the show to share her journey as an "accidental" entrepreneur. Stefanie, a former medical sales professional, shares her lessons learned along the way, from leaving a stable and rewarding career to becoming a full-time solopreneur.
Fellow solopreneurs Tom and Curtis discuss with Stefanie topics such as time management, planning, and overcoming the stigma of "freelancing." Stefanie shares her experience in building relationships with clients and the importance of understanding their needs and expectations. The conversation covers the importance of financial...
2024-01-1650 minBullhorns and BullseyesEpisode 6: Cybersecurity + Marketing, with Matt Loria of AuxiomTom and Curtis are joined by Matt Loria, CEO of Auxiom, a company specializing in managed services and cybersecurity. They discuss the growing importance of cybersecurity and the various types of cyber attacks that businesses face.
Matt emphasizes the need for proactive measures, such as multifactor authentication and patching vulnerabilities. The conversation also touches on the evolution of sales and marketing in the cybersecurity industry, the importance of building trust and branding, and the metrics for measuring marketing impact.
Key Takeaways:
Cybersecurity is a growing concern for businesses, and the...
2024-01-0342 minBullhorns and BullseyesEpisode 5: Aligning Sales and Marketing, with Aimee SchusterFractional CMO, author and frequent podcast interviewee Aimee Schuster joins our pod to break down her view of what ails many sales and marketing departments in organizations today. Covering a topic near and dear to our own hearts, Aimee shares the context and thinking behind her recently published piece, "The 5 Indicators of Healthy Sales-Marketing Alignment: How can a business ensure sales and marketing teams communicate and are on the same page?"
As the founder and CMO/COO of Bandwidth Strategy, Aimee supports $5M-100M major revenue companies in creating, growing and improving marketing departments...
2023-12-0436 minBullhorns and BullseyesEpisode 4: Going Meta on Bullhorns and BullseyesIn a very “meta” episode, Curtis and Tom discuss the meaning behind “Bullhorns and Bullseyes.” What are some examples of “bullhorn” tactics, and what are some examples of “bullseye” methodologies? Why do they work better when paired together than either does as a stand-alone approach? How broad can bullhorns go, and how precise do bullseyes get? Tune in to find out!
2023-11-2135 minBullhorns and BullseyesEpisode 3: Closing the Loop Between Sales and MarketingCurtis and Tom are once again joined by Mario D'Aquila, Chief Operating Officer of Assisted Living Services, for Part Three of our multi-chapter success story.
In this final installment of the three-episode arc, Mario reveals what Tom calls "The Holy Grail" of marketing and sales — the systems, process and rigor required to inject mutual accountability and visibility into the sales and marketing processes.
Lesson Learned: Tune in to hear the one simple technology Mario discovered and implemented to dramatically increase his close rate, accessibly identify (and remediate) his lost opportunities, and clearly document what success loo...
2023-10-1737 minBullhorns and BullseyesEpisode 2: Systemizing Sales and Marketing, with Mario D'AquilaCurtis and Tom are rejoined by guest Mario D'Aquila, Chief Operating Officer of Assisted Living Services, for Part Two of our multi-chapter success story.
In Chapter Two, Mario discusses why and how creating systems led to ultimate sales and marketing success, including the implementation of a CRM and the rigor applied to its adherence.
Lesson Learned: Software alone, without processes and systems, will not solve sales and marketing. The CRM is the tool; it is the people and their compliance that will determine success of failure.
2023-09-2741 min
Bullhorns and BullseyesEpisode 1: Trial and Error and Investing in Success, with Mario D'AquilaCurtis and Tom are joined for Part One of a multi-chapter success story by guest Mario D'Aquila, Chief Operating Officer of Assisted Living Services, Inc. in Cheshire, Connecticut. In Chapter One, Mario shares his experiences and best advice on the early stages of a company's exploration into marketing and advertising: what worked, what didn't, and why you need to push yourself to start early in investing in your future success.
Lesson Learned: What was the biggest a-ha moment early on in your sales and marketing efforts?
2023-07-0535 min