Markigy: The Science of Marketing Strategy

Hosted by Leanne Dow-Weimer

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Oct 2026

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About the show

Marketing is evolving faster than ever. As trends come and go, it's becoming harder to decide which strategies are effective at generating revenue. As marketers, we are constantly bombarded with new tools and strategies that we imagine will help us improve our results. It can be difficult to sort through all of the options and figure out which ones will actually work for our business. We often default to comparing our own strategies to what others in our industry are doing- it will save us time anyways, right? Well, actually no, it doesn’t. This may save time in the short term, but long term, it prevents us from developing truly creative and customer-centric solutions for our business We imagine a world where more marketers are taking informed strategic risks AND measuring ROI. We believe the two are not mutually exclusive! We want to empower you to try new strategies and break past the mindset of finding the “perfect” strategy. We believe to become an extraordinary marketer, you can’t use ordinary methods or ordinary ways. We are action-oriented, "growth" marketers, open to experimenting and learning. We are risk takers that believe in long term wins for the customer equals long term wins for our business too. How? Human. Centric. Marketing. The combination of where science, creativity, and strategy meet, or as we also like to call it: “Markigy”.

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60 recent

October 15, 202641 min

LinkedIn as a GTM Channel: From Awareness to Revenue

Social isn't just an awareness channel anymore. It's becoming part of the infrastructure of modern go-to-market—shaping what buyers see, what AI recommends, and which companies make it into the conversation. Michael Kurson, Co-Founder and Head of Go-to-Market at FirstTouch, joins Leanne to break down how companies can turn LinkedIn engagement into a measurable GTM motion without automating away the human connection that makes social work in the first place. They explore social attribution, “digital eye contact,” why AI-generated engagement can actively hurt relationships, and how simple, low-friction conversations can turn awareness into real sales opportunities. Key Takeaways: Social is becoming a measurable GTM channel. The fundamentals of inbound still apply, but discovery and engagement increasingly happen on platforms like LinkedIn. Human interaction is the advantage. Thoughtful comments, genuine engagement, and “digital eye contact” create familiarity that automated outreach can't replicate. Don't fumble the last mile. Creating great content means very little if the follow-up becomes an immediate pitch. Start conversations with simple, neutral, low-friction questions instead. You're marketing to more than people now. Social content, product documentation, comparisons, and other public content increasingly influence how AI systems understand and recommend vendors. Connect with Michael: LinkedIn: https://www.linkedin.com/in/michaelkurson/ Connect with Leanne: https://www.linkedin.com/in/leannedow/ www.markigy.com Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

October 1, 202638 min

The Messy Middle Is Killing Your Pipeline w/ Brandy Morton

More leads won't fix a broken marketing engine. In this episode of Markigy, Leanne sits down with fractional CMO Brandy Morton to talk about what happens when companies scale tactics, technology, and automation before fixing the fundamentals underneath them. They unpack the “messy middle” between lead generation and revenue, why marketing and sales need shared definitions and feedback loops, and how AI can amplify either a strong strategy—or the problems you already have. Brandy and Leanne also explore why human connection and trust are becoming even more important in B2B marketing, how to know when your business actually needs more structure, and why predictable pipeline starts with understanding the customers already in front of you. Key Takeaways: Technology amplifies what already exists. If your ICP, data, messaging, or processes are broken, automation can simply scale the problem faster. The messy middle matters. Nurture, sales handoffs, feedback loops, and clear ownership are what turn demand into pipeline. Stop obsessing over more leads. Better understanding, converting, and retaining the prospects already in your ecosystem can create a much more predictable growth engine. Connect w Brandy Morton: LinkedIn: https://www.linkedin.com/in/brandybmorton/ Connect with Leanne Dow-Weimer: LinkedIn: https://www.linkedin.com/in/leannedow/ Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

September 18, 202647 min

Positioning Debt: Why More Features Aren’t the Answer w/ Gila Shapiro

More features, more launches, more content—but more isn't necessarily a competitive advantage. Sometimes, it's just positioning debt . In this episode of Markigy, Leanne and Gila Shapiro dig into why companies often respond to slowing growth by building more instead of getting clearer about the value they already provide. They explore why not every feature deserves a campaign, how expanding into new categories can dilute positioning, and why marketing needs to influence product decisions before launch—not simply “gift wrap” them afterward. They also look at where some of the best customer insights are hiding: support tickets, sales conversations, objections, and the moments where the customer experience doesn't match the brand promise. And as AI makes it possible for every company to produce more content faster and cheaper, the differentiator isn't more volume. It's more conviction, greater clarity, and the trust that comes from consistently saying what you mean. Key Takeaways More features can create positioning debt instead of differentiation. Marketing should be an input into product and strategy, not just the team responsible for launching what gets built. As AI increases content volume, clear positioning, honest messaging, and customer trust become even more important. Connect with Gila: LinkedIn: https://www.linkedin.com/in/gilashapiro/ Connect with Leanne: https://www.linkedin.com/in/leannedow/ www.markigy.com Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

September 3, 202639 min

Enablement: The Missing Link Between Marketing and Sales w/ Christa Fisher

Buyers do not buy features. Sales doesn't want to be handed another campaign; marketing wants MQLs to close; everyone wants the business to succeed, but how do we get there? In this episode, Leanne sits down with Christa Patton Fisher, an experienced sales training, learning and development, and enablement leader, to discuss why enablement belongs inside the revenue strategy conversation from the beginning. They explore how marketing and enablement can identify what needs to change inside live deals before creating more content. Christa explains that behavior change, pipeline movement, conversion, and forecast accuracy are better measures of enablement’s impact. The conversation also covers the role of sales leaders in reinforcing training, the value of cross-functional deal reviews, and why sellers need fewer slides and stronger stories. Because buyers do not buy features. They buy perceived value, outcomes, and a story they can repeat inside their own organization. Enablement principles transfer across industries, AI could improve marketing and sales execution, and why leadership development remains one of the most overlooked opportunities inside organizations. In this episode: Why enablement should be treated as a strategic growth driver How disconnected training becomes a reactive service desk Why teams should examine live deals before producing more content How marketing can participate in effective deal reviews Why sales leaders must understand and reinforce the training How storytelling helps buyers communicate value internally Why overloaded sales decks become a crutch What pipeline behavior reveals about content gaps How enablement improves forecasting and sales accountability Why leadership development affects performance, retention, and culture How AI could make sales and marketing support more proactive Connect with Christa Patton Fisher on LinkedIn. https://www.linkedin.com/in/christa-patton-fisher-9614378b/ Connect with Leanne Dow-Weimer: https://www.linkedin.com/in/leannedow/ Learn more about Markigy: https://www.markigy.com/ Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

August 20, 202651 min

Stop Building Spaghetti Funnels: Build One Webinar That Converts w/ Casey Zeman

Casey Zeman, founder of EasyWebinar, joins Leanne to unpack why webinars remain a powerful full-funnel marketing and sales tool, even in the age of AI. They discuss how webinars can move prospects from awareness to conversion, shorten the sales cycle, and create higher-quality leads through education and storytelling. Casey also shares how he used webinars to grow his course business from $15K to $245K in annual sales and eventually build EasyWebinar. They also cover: Using webinars across the customer journey Storytelling that builds trust and drives action Live vs. automated webinars Using webinars for customer research and offer validation How AI is changing webinar creation and marketing execution Why human expertise and strategy still matter in an AI-driven world Casey's perspective on AI is particularly important: AI is getting exceptionally good at execution, but execution and mastery aren't the same thing. The opportunity for marketers isn't simply to produce more content. It's to combine human expertise, customer understanding, storytelling, and strategy with technology capable of executing those ideas at unprecedented speed. If you're working in marketing, demand generation, sales, SaaS, customer acquisition, or building an expert-led business, this conversation offers a different way to think about where webinars fit into the modern funnel. Connect: Casey Zeman, Founder of EasyWebinar www.CaseyZeman.com https://www.instagram.com/caseyzeman/ https://www.youtube.com/@CaseyZeman Leanne Dow-Weimer https://www.linkedin.com/in/leannedow/ www.markigy.com Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

August 6, 202642 min

Stop Guessing: Build a Creative Testing System That Scales w/ Allyson Cochran

For years, marketers competed by finding increasingly precise audiences. Today, that advantage is disappearing. In this episode, Leanne sits down with Allyson Cochran, Chief Revenue Officer at Silverback Strategies, to discuss why AI-powered advertising platforms have changed the rules—and why creative has become the most important lever for marketing performance. They discuss: Why "Creative is the New Targeting" is more than just a buzzword How privacy regulations permanently changed paid advertising Why customer psychology matters more than demographics Building micro-personas instead of generic buyer personas Creating a scalable creative testing system The biggest mistakes marketers make with AI-generated content How to prevent creative fatigue Why strategy is becoming more valuable than technical execution The future of marketing careers in an AI-first world What marketing leaders should be asking agencies instead of requesting individual services Whether you're running paid media, leading a marketing team, or trying to understand how AI is changing digital advertising, this conversation offers practical frameworks you can put into practice immediately. Connect with Allyson Cochran LinkedIn: https://www.linkedin.com/in/allysoncochran/ Connect with Leanne Dow-Weimer LinkedIn: https://www.linkedin.com/in/leannedow/ www.markigy.com Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

July 23, 202637 min

Stop Blaming MQLs: Build Better Marketing Alignment w/ Chloe Addis

Sales and marketing have been talking about alignment for years, yet most organizations still struggle with the same problems. In this episode, Chloe Addis shares why the real issue isn't lead quality or reporting—it's trust. Leanne and Chloe discuss why marketers need to "market" to their internal stakeholders, how shared definitions of success transform collaboration, and why context is the missing ingredient in most lead handoffs. They also explore how AI is reshaping marketing, why human strategy matters more than ever, and the risks of relying on automation without developing future marketing talent. If you've ever heard "marketing leads aren't good enough," this episode explains why that conversation is really about communication, not campaigns. Key Discussion Topics Why trust is the foundation of sales and marketing alignment Creating shared definitions beyond traditional MQLs The importance of ICP alignment across the organization Giving sales richer buyer context instead of just lead scores Why internal marketing is often overlooked AI's impact on modern marketing teams Developing marketers who think strategically—not just operationally Why B2B buying journeys are far messier than most funnels suggest Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

July 9, 202643 min

The Secret Behind Brand Evangelists & Community

What happens when marketing stops being about campaigns and starts being about people? In this episode of Markigy, Leanne sits down with Leslie Greenwood, co-founder of Wednesday Women and longtime community builder, to explore why the future of marketing belongs to companies that create genuine human relationships, not just impressions. Leslie shares why word-of-mouth marketing is still the highest-leverage growth strategy available, why listening to customers should shape every business decision, and why community is built around shared problems, not platforms. Together they discuss why AI is making human connection even more valuable, how founder reputation impacts company growth, and why thoughtful customer experiences create lifelong advocates who willingly market your brand for you. If you're building a SaaS company, growing a community, leading marketing, or trying to stand out in an increasingly noisy marketplace, this episode offers practical insights on creating customers who become your strongest competitive advantage. In This Episode Why word-of-mouth remains the most underutilized marketing channel How customer listening creates better products and stronger businesses The difference between authentic community and simply having a Slack group Why founder reputation matters more than ever Small customer experiences that generate lifelong loyalty Why AI increases—not decreases—the value of human connection How customer advocacy becomes a sustainable growth engine The role of community in modern go-to-market strategy Connect with Leslie Greenwood LinkedIn: https://www.linkedin.com/in/leslie-greenwood/ https://www.linkedin.com/company/wednesday-women/ Website: https://www.wednesdaywomen.org/exec-membership Connect with Leanne Dow-Weimer https://www.linkedin.com/in/leannedow/ www.markigy.com Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

June 25, 202649 min

Why Great Marketing Fails Without Great Process with Brandi Starr

Most organizations don't have a talent problem they have a process problem. In this episode, Leanne sits down with Brandi Starr, Chief Experience Officer at Tegrita, co-author of CMO to CRO , host of Revenue Rehab, and a go-to-market strategist who has spent more than a decade helping large organizations navigate growth and transformation. Together they unpack one of the most overlooked drivers of revenue performance: process. Brandi shares why even high-performing teams struggle when they operate in silos, how weak planning creates hidden revenue leaks, and why leaders must stop viewing process as an operational concern and start treating it as a strategic advantage. The conversation also explores change management, organizational friction, executive leadership, and what it really takes to make transformation stick. In This Episode Why process is one of the biggest untapped growth levers in modern marketing organizations How siloed teams create inefficiencies that impact revenue The difference between annual planning and adaptive planning Why communication and coordination matter more than most leaders realize How to identify and remove organizational bottlenecks The role of leadership in driving process adoption Why change initiatives fail—and how to make them stick How AI is impacting marketing and why the future remains difficult to predict 3 Key Takeaways 1. Process Drives Revenue Many organizations focus on campaigns, technology, and headcount while overlooking the operational processes that connect everything together. Without alignment and coordination, even great teams leave revenue on the table. 2. Communication Must Be Built Into the System Annual planning meetings aren't enough in today's environment. Successful organizations create intentional processes for teams to reconnect, review progress, adjust priorities, and pivot when conditions change. 3. Change Doesn't Happen by Accident The organizations that successfully transform are the ones that anticipate friction, address concerns early, and consistently reinforce new behaviors. Leaders must champion change from the top down if they want it to last. About Brandi Starr Brandi Starr is the Chief Experience Officer at Tegrita, a revenue marketing consultancy that helps organizations navigate complex go-to-market transformations. She is the co-author of CMO to CRO: The Revenue Takeover by the Next Generation Executive , host of the Revenue Rehab podcast, and creator of Brandi Starr Studios, where she shares insights on marketing, revenue growth, leadership, and organizational change. Connect with Brandi LinkedIn: https://www.linkedin.com/in/brandistarr/ Book: CMO to CRO: The Revenue Takeover by the Next Generation Executive https://a.co/d/0bVUV5qv Podcast: Revenue Rehab https://revenuerehab.live Substack: The Brandi Starr Studio https://substack.com/@brandistarr Connect with Leanne LinkedIn: https://www.linkedin.com/in/leannedow/ Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved

June 11, 202656 min

Trust, Partnerships, and the Future of Demand Generation

In this episode of Markigy, Leanne sits down with Will Taylor to explore why partnerships, communities, and ecosystems are reshaping the way buyers make decisions. Drawing on his background in psychology, sales, and partnerships, Will explains why traditional inbound and outbound strategies are becoming increasingly crowded and how organizations can drive growth by going to market with their market rather than shouting at it. Together, they discuss the psychology behind purchasing decisions, why people naturally seek trusted recommendations, the rise of ecosystem-driven marketing, and how brands can build sustainable growth through relationships rather than interruption. Topics Covered Why people buy from people they trust The psychology behind purchasing decisions The evolution from outbound to inbound to ecosystem marketing How partnerships create trust at scale Why community is becoming a competitive advantage The role of social proof in modern B2B buying How trust influences enterprise purchasing decisions Why growth-at-all-costs is losing effectiveness The connection between relationships and revenue Predictions for the future of marketing and community-building Connect with Will Taylor: LinkedIn: https://www.linkedin.com/in/vvilltaylor/ https://www.audienceled.com/ Connect with Leanne https://www.linkedin.com/in/leannedow/ www.markigy.com Get in, we're doing a newsletter Substack Copyright © 2022-2026 Markigy LLC, Leanne Dow-Weimer All rights reserved