Sales and Marketing that’s Scalable, with Peter Fillmore
Funnel Reboot podcast
It goes without saying that the purpose of sales and marketing is to help a company grow. We create forecasts where revenue grows a hundred-thousand, a million, or 10 million dollars. But we expect to achieve that with incremental changes to our resources and tech-stacks. When Base 10 Math is used to express numbers that differ by orders of magnitude, we use exponents, noted with the letter N put in superscript (N stands for the Latin word numerus or number). N to the power of 5 is equal to a hundred-thousand, N to the power of 7 is equal to ten million. We don’t have to raise N...
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The Social Shift, with Katie Brinkley
Funnel Reboot podcast
Social media platforms can serve as both vibrant marketplaces and spaces for genuine social interaction, where consumers feel valued, while businesses boost engagement and sales. This picture may not look anything like the reality of social media that you see, but our guest will remind you that things haven’t always been this way. A short glance back of the Internet shows that in the year 2000 the Internet’s governing body actually had looked at using a citizen model to allow individuals who use the internet to kind of come together as a social contract and to decide how they would...
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Pushing back on AI campaigns with humans in the loop, with Lyndsey Maddox
Funnel Reboot podcast
Episode 229 We need to talk about what’s been happening with the use of AI on Google and Meta’s ad platforms. A few years ago, we were surgeons. We had the scalpel. We chose the exact keywords, the specific bid modifiers, the precise placements. Now? Google and Meta are basically telling us, "Hey, don't worry your pretty little human head about it. Just give us your credit card, a few grainy images, and a vague 'goal,' and we’ll take it from here." Performance Max (PMax) and Advantage+ are the ultimate "Trust Me, Bro" of the marketing world. They’ve turned "manual control" into a...
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Paid Traffic for Non-Profits, with Sean Moher
Funnel Reboot podcast
How do you amplify a message when you can’t lean on traditional justifications like “because we’ll make a profit out of this”? In the for-profit world, the justification for marketing spend is straightforward: you put money in to get more money out. But how do you amplify a message when you can’t lean on traditional bottom-line justifications? For non-profits, associations, and social enterprises, the "profit motive" is replaced by a mission, yet the fundamental challenge remains identical—you must find and keep your "customers," whether they are donors, members, or...
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Depositioning, with Todd Irwin
Funnel Reboot podcast
Episode 226 Positioning is an element that’s so foundational to Marketing, it’s taught in every introductory class alongside the "Four Ps" of marketing. Positioning is meant to describe the choices a brand makes to maximize how the market sees it. Positioning is very powerful because it can set perceptions that drive customer loyalty, strong demand, and the willingness to pay a premium price. But if all this is true, then why is the landscape littered with examples of where brands have flopped—cases where brand positioning actually caused a product to fail? Take...
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Tried and True Marketing Reads
Funnel Reboot podcast
Episode 225 At the time I’m recording this it’s a new year. This is a typical time when people plan what they’re going to achieve fitness-wise, financially and professionally. If you’re working on that last one and wonder about what marketing reads you should try, I have some marketing books that could do just the thing. There are Five in all. - Let’s dive right in. Links to everything mentioned in the show are on the Funnel Reboot site's page for this episode.
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Mastering constraints of Healthcare Marketing, with Cindy Grabowski
Funnel Reboot podcast
Thinking up a new product and commercializing it is not easy. All products face Financial, Technological and of course Competitive market barriers. But doing this in the field of Healthcare is not like any other industry. In healthcare, there exist extra regulatory hurdles that make product innovation even more difficult. Before every medical device is introduced, they must find academics who will research them and publish articles that are heavily scrutinized by peers. Then they have to endure clinical screening before receiving government approval, which applies tight...
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The Classical Marketing book, with Anthony "Tas" Tasgal
Funnel Reboot podcast
The world we inhabit today is, in countless ways, an extended echo of breakthroughs made by two extraordinary cultures that came from a compact corner of the mediterranean between the 4th century BCE to the 2nd century of the current era. I’m talking about Greece and Rome, whose influence on contemporary language, thought, and culture is so deeply woven into the modern world that we navigate it every day without noticing. Taking just language, be it English, French, Spanish or Italian, they all use words with origins that tie back to ancient law, institutions, arts and sciences. The...
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Keeping the Revenue Engine Running, with Karl Ortmanns
Funnel Reboot podcast
We often hear marketers talk about how vital their work is to sales. What we don’t hear nearly as often is the reverse: how essential sales is to a well-functioning marketing team. If marketing creates the content, sales provides the context. And that context is what makes campaigns relevant, credible, and grounded in the real world. Sales teams feed marketing the on-the-ground truth—what prospects are actually saying, how they react to new pricing, and how they interpret a company's positioning in different segments. That’s especially clear when a business serving the SMB market tries...
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Brandjitsu, with Michael Dargie
Funnel Reboot podcast
Is your Brand truly memorable? Would a person who bought from you a year ago be able to recall your name or say what they found compelling about you? The reality is that a lot of brands are instantly forgettable. You don’t have to wallow in a world of Meh - you can turn your brand into something memorable - we’re going to hear a process that’s been codified in a book that came out in 2025 called BrandJitsu. . Listen in as we delve into the book’s process, which begins not with a funnel but with a Loop we’ve got to Embrace. We’ll hear how to plumb the depths of our brand...
info_outlineEpisode 183
As a Disclaimer, note that there’s no sponsor or affiliate relationship with the vendor interviewed here. They're simply on the show to give their perspective on our topic.
As trite as it sounds, the way that we look at the world affects our understanding of it. Let me tell you about a time I noticed this. When I was a kid, I would go to school, walk into my classroom, and see my teacher there. She was such a constant there, I imagined that she never left the classroom, she was a fixture of the room, part of the furniture. It’s like the teacher didn’t persist as a person who had a life outside of the classroom. So when I was out at the grocery store with my parents and I saw my teacher, not dressed in their teacher clothes, not ensconced in their teacher setting, my brain just melted.
While this might be laughable, those of us using marketing analytics tools could be guilty of falling into the same trap. Credit for making this concept clear in not 1 but 2 great books must go to Avinash Kaushik. Think about it. According to Classic web analytics, visitors who hit our website had started an imaginary timer that we called a web session. We imagined in this race against the clock, they were viewing a sequence of pages which ferried them to forms we used as gates. We told ourselves that the gate-crossers had completed a successful session, converting from visitors into leads or customers.
Stepping back, there are a few things wrong with this picture. Users don't only exist inside of a session, just like the teacher didn't only exist in the classroom—they roam about as they please.
Today’s users aren’t confined to marketing content. The experience they have straddles our marketing sites, to sites and apps where their identity persists through being logged-in, where the interactions even span multiple devices - as we see on Slack and Discord for messages we’ve already read.
The user’s state changes - sometimes they complete a purchase, or become a paid subscriber, but at other times they may opt for a free plan or abandon their cart.
We need analytics for all of these actions. We need to step back and view the entire experience that people have with us over time. This is something that classic web analytics just can't measure.
This is why the new generation of tools allows us to analyze complex trends and behavior of our users. They are collectively known as event-based analytics tools, and they excel in portraying the way that users experience a product. The foremost product-oriented analytics tool out there is called Amplitude, and today, we are speaking with its product evangelist.
Since 2021, Adam Greco has been Amplitude’s Product Evangelist, guiding clients in understanding their tool through workshops, blogs, and videos.
He got into this field in 2005 when he joined analytics platform Omniture where he was a customer advocate for four years until Adobe acquired them and rechristened them Adobe Analytics. He then worked at consultancies for 15 years, showing people how to get the most out of Adobe’s tool, authoring over 200 blog posts along the way.
Lately Adam’s speaking and advising on analytics has had him splitting his time between Chicago and Amsterdam (where he was when this was recorded). When he’s in the states and not working, he enjoys restoring and going for drives in his 62 convertible corvette.
Timestamps/Chapters
0:00 - Intro
5:00 - Meet Adam; why event-based method works better than session-based method
24:00 - PSA
24:45 - how to get value out of recent analytics tools, including warehouse-native apps
56:20 - Adam’s coordinates and free resources
Links to all people and products mentioned are available in Ep 183's shownotes page on the Funnel Reboot site.