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PODCAST

The Marketing Architects

Marketing Architects

Introducing a research-first podcast that builds revenue, not condos.Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

business marketing

All Episodes

42:23

The Dangers of "Wrong-Termism" with Liam Moroney

The Marketing Architects ·

2025/07/22

Most B2B marketers in tech are marketers in name only. They're really just tool operators. That's according to Liam Moroney, founder of Storybook Marketing, who believes the industry has lost sight of fundamental marketing principles.This week, Elena, Angela, and Rob are joined by Liam to discuss the false dichotomies plaguing marketing effectiveness. From brand versus performance to long-term versus short-term thinking, these binaries are actively harming growth. Liam shares his journey from demand

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8:25

Nerd Alert: Why Every Brand Needs a Sonic Logo

The Marketing Architects ·

2025/07/17

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob reveal how sonic logos, those brief musical signatures lasting just five or six seconds, can boost brand perception and ad effectiveness as much as full-length background music. They explore optimal placement strategies that maximize emotional

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38:55

Selling in Marketing Effectiveness with Simon Peel

The Marketing Architects ·

2025/07/15

Getting marketing effectiveness principles to stick at major companies is harder than proving they work. Even when the data shows brand activity drives 65% of sales, internal structures and human psychology work against long-term thinking.This week, Elena and Rob are joined by Simon Peel, managing partner at The Other Lot and former Global Head of Media at Adidas. Simon shares how Adidas discovered that brand activity was driving 65% of sales across all channels, not the digital performance

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10:24

Nerd Alert: Rituals as Brand Strategy

The Marketing Architects ·

2025/07/10

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how small rituals before consuming products can dramatically enhance enjoyment and make experiences more memorable. They reveal why structured, meaningful movements work better than random gestures and how brands like Jeep, Oreo, and Apple

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29:54

How Does Advertising Actually Work?

The Marketing Architects ·

2025/07/08

Does advertising nudge your memory? Change your mind? Or make you feel something? The answer isn't as simple as you think.This week, Elena, Angela, and Rob examine five leading theories of how advertising works. They debate memory nudging versus persuasion models, explore why emotional ads outperform rational ones, and reveal which approaches actually drive business results.Topics covered: [02:00] Memory nudging theory and mental availability from Ehrenberg-Bass[08:00] When persuasion models change

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9:38

Nerd Alert: The Cost of Going Dark

The Marketing Architects ·

2025/07/03

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob reveal the true cost of turning off advertising spend. They explore research across 365 US brands showing market share declines by 10% after one year, 20% after two years, and 30% after four years of going dark.Topics covered: [01:00] "When Brands

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35:22

When AI is Your Buyer with Jonathan Elfreich

The Marketing Architects ·

2025/07/01

AI agents heavily rely on structured data like pricing and star ratings while largely ignoring flashy visuals or banners. Traditional SEO strategies may actually harm your chances of being recommended by AI systems.This week, Elena and Rob are joined by Jonathan Elfreich, Head AI Architect at Misfits and Machines, to explore how AI is changing marketing. From SEO to GEO optimization to AI-driven TV advertising, learn what marketers need to know about preparing for a world where machines make

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10:47

Nerd Alert: Why Animals Work in Ads

The Marketing Architects ·

2025/06/26

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore why animal images consistently create more favorable attitudes toward ads and brands than human models. They reveal how biophilia, pet love, and trust drive effectiveness. Plus learn when using animals can backfire.Topics covered: [01:00]

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39:27

From the Archive: The Battle for Effectiveness with...

The Marketing Architects ·

2025/06/24

This week, we’re resharing a top episode from the archive. Originally recorded a year ago, this episode features the one and only Mark Ritson and remains one of our most popular episodes to-date. Enjoy, and we’ll be back with new content next week!This episode, Elena, Angela, and Rob are joined by professor, consultant, and columnist Dr. Mark Ritson. Based on his experience as both a marketing academic and practitioner, Mark shares his thoughts on the state of marketing effectiveness in the US, what

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9:29

Nerd Alert: The Psychology of Brand Breakups

The Marketing Architects ·

2025/06/19

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how brand betrayal triggers actual psychological pain and revenge-seeking behavior, making betrayed customers far more dangerous than merely dissatisfied ones.Topics covered: [01:00] "Insights into the Experience of Brand Betrayal: From

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23:39

The 95/5 Rule: Rethinking Reach and Timing

The Marketing Architects ·

2025/06/17

At any given time, 95% of potential B2B buyers aren't in-market for your product. Only 5% are actively shopping. Most people your ads reach won't buy anytime soon.This week, Elena, Angela, and Rob explore the 95/5 rule introduced by professor John Dawes in 2021. They discuss how this principle contradicts the familiar 80/20 rule, why the fundamental principle applies beyond B2B categories, and how brands can shift from "hunter" to "farmer" mindsets. The team also covers creative strategies for

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12:50

Nerd Alert: When Does Retargeting Work?

The Marketing Architects ·

2025/06/12

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how dynamic retargeting ads often underperform generic brand ads. They discover that timing and customer readiness matter more than personalization.Topics covered: [01:00] "When Does Retargeting Work? Information Specificity in Online

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48:00

Marketing's Dangerous Defaults with Matt Maynard

The Marketing Architects ·

2025/06/10

Most B2B marketers completely misunderstand what brand advertising is supposed to do. They conflate brand narrative with brand advertising, trying to make one execution do both jobs. This week, Elena, Angela, and Rob are joined by Matt Maynard, VP of Global Brand and Advertising at Asana. Matt shares how he went from journalism to marketing thought leadership without taking a single marketing class. He digs into the dangerous defaults B2B marketers fall into, from pipeline obsession to customer

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12:32

Nerd Alert: To ESOV and Beyond

The Marketing Architects ·

2025/06/05

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how attention metrics reveal the true value of media platforms. They discover that not all impressions deliver equal attention and learn why excess share of voice works best when paired with high-attention media placement.Topics

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33:10

Marketing Effectiveness on a Budget

The Marketing Architects ·

2025/06/03

Research shows brands that over-invest in short-term performance marketing alone can cut their ROI by 20-50%. But when they shift to a balanced strategy with 40-60% brand building, ROI jumps by an average of 90%.In this episode, Elena, Angela, and Rob tackle how marketers can implement effectiveness principles without massive budgets. They explore how Dollar Shave Club drove 12,000 subscriptions with a $4,500 video, discuss the ideal channel mix for limited funds, and share practical tools making

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15:19

Nerd Alert: Do Consumers Actually Want Privacy, or...

The Marketing Architects ·

2025/05/29

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore the paradox between consumers' stated privacy concerns and their willingness to share data for small incentives, revealing how privacy regulations affect the entire advertising ecosystem.Topics covered: [01:00] "Privacy and Consumer

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29:14

Everything Works at Zero with Jordan Rossler

The Marketing Architects ·

2025/05/27

The most efficient frequency for TV advertising is just one impression. As controversial as that sounds, the data is clear. You need at least 2X more conversion likelihood from a second viewing to justify its cost.This week, Elena, Angela, and Rob are joined by Jordan Rossler, VP of Media Analytics, to explore why cost is the principal determinant of TV's ROI. They examine the controversial "Everything Works at Zero" principle, where any effective media becomes dramatically more efficient when you

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13:45

Nerd Alert: How Marketing Varies by Digital Platform

The Marketing Architects ·

2025/05/22

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how platform design influences marketing outcomes, revealing that each digital ecosystem creates unique challenges and opportunities that impact advertising effectiveness.Topics covered: [01:00] "Platform Research in Marketing"[04:00] How

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33:45

When It's Time to Invest in "Brand"

The Marketing Architects ·

2025/05/20

Think of brand as a turbocharger for your paid ads. It warms people up before they meet your call to action or come into market. But when is the right time to start investing in brand building over pure performance marketing, especially as a digital-first company?This week, Elena, Angela, and Rob explore when performance marketing reaches diminishing returns and why it's so difficult for marketers to shift budget toward brand. Plus, they share real client examples of how brand investment transformed

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12:03

Nerd Alert: The Bayesian Marketing Attribution Model

The Marketing Architects ·

2025/05/15

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.In this episode, Elena and Rob explore how Bayesian modeling offers a more nuanced approach to marketing attribution than traditional methods. They discuss why many marketers still rely on oversimplified attribution models despite their limitations.Topics covered: [01:00]

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210 results

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