Mapping an Intensive Digital Strategy, Tracking KPIs in the Funnel, and Using Facebook to Drive Customer ROI

Nathan Taitt, CEO of Blueprint Digital, based in Atlanta, GA, discusses his company’s use of integrated digital, multi-channel lead generation strategies for his service-industry customers. He believes that:

1) Facebook can play a key role at all funnel levels,

2) Establishing funnel-stage KPIs facilitates customer expectation management, and

3) On the leadership side, the employee and top line revenue numbers say little about a company’s success.

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Legal Marketing Challenges & Opportunities in Social and Digital Marketing

Guy Alvarez, recovering attorney and Founder and Chief Engagement Officer of Good2bSocial, a full service digital marketing and social media consulting agency, provides a brief overview of effective social marketing strategies in the “legal” niche market. Good2bSocial’s clients include some of the largest law firms in the world, as well as consumer-focused law firms, ad agencies for clients with law-associated interests, and other professional services companies.

Guy can be reached on his company website:, by email at: Guy@, or you can follow him on Twitter (@GuyLaw1313).

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How Amazon Revolutionized Buyer Communication and Brick & Mortar Shopper Habits

Eric Heller, founder of Marketplace Ignition (Atlanta, GA) exposes how Amazon changes how brands “speak” to customers, the reason for the phenomenal growth of digital brands, and the algorithms that determine what you see when you search Amazon for a product. Eric raises the question, “What is the value of a dollar spent on Amazon?” and explains how that dollar can affect brick-and-mortar (off-Amazon) brand-selection decisions

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Sweet Strategies to Merge and Grow in the “Small” Client World

Kraig Guffey, Founder and Strategic Director of Atlanta-based Syrup Marketing, provides insights into successful merger and company growth strategies for firms working with smaller clients. He suggests that merges can be effected most effectively when companies have compatible leadership and cultures, are of similar size, and serve the same or similar customers with complementary, adjacent client needs. He notes that a good merge can result in explosive growth, which is better accommodated through process, rather than through adding staff. Other critical factors for managed and sustainable growth include defining the market your company will serve, right-sizing the business to serve that chosen market, and identifying companies qualified to meet the needs of potential clients who fall outside of your chosen market.

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Email’s Digital Revolution: eCRM, Interactive Inboxes, and the Power of Buyer Opt-in

Simms Jenkins, Founder and CEO of BrightWave Marketing, talks about how email, once considered passé in marketing circles, has morphed into a powerful tool for reaching a company’s targeted “warm” audience, enhancing user experience, facilitating cross-channel synchronization, providing measurable results, and boosting bottom-line ROI. Simms is the author of The Truth about Email Marketing, which is available on Amazon at:

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Visionary Social Goals Triple the “Army”

Jeff Hilimire, co-founder and CEO of Dragon Army (Atlanta, GA), a mobile and innovation company that works with large companies to navigate emerging marketing channels, talks about the impact a company philosophy can have on its employees, its clients, and the larger world. Jeff defines the purpose of his company as: “to inspire happiness,” and his personal vision as: “to make this world a better place.” He aspires to build “a company that has heart and does more for its team members and employees than any other company.” The result of his unique brand of leadership: Dragon Army has tripled in the last year.

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BHAG-ing Smaller Clients into Big Time Growth

Jake Tanner, of Digital Hyve (Syracuse, New York) explains how Big, Hairy, Audacious Goal-setting, clearly-defined core values, local-market-focused concierge marketing, and enlightened leadership coaching set up his full service digital marketing agency for three-year “hockey-stick” growth in a mid-sized college town.

Episode Transcript:

Rob: Welcome to the Marketing Agency Leadership Podcast. I’m your host, Rob Kischuk, and I’m excited to be joined today by Jake Tanner, co-founder of Digital Hyve, based in Syracuse, New York. Welcome, Jake.

Jake: Hey, how are you?

Rob: I’m doing great. How about you?

Jake: Good. Good.

Rob: Excellent.

Jake: I’m—recovering from last night. I’m a big—I was into gaming when I was younger and I watched the Drake and someone else break that Twitch record last night, if anyone knows what that is.

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Do your marketing campaigns “drop the ball”? Unifying Sales and Marketing teams to optimize lead conversion

Brandon Pindulic, founder of OpGen Media, a full-funnel, performance-based demand generation agency, addresses how to boost sales through deep funnel sales-process management strategies, including process design, prospect-to-closing lead nurturing activities, and full sales-cycle marketing campaign implementation.

For our listeners, OpGen Media is generously offering 2 wonderful and useful free resources:

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How Tinder, Airbnb, TripAdvisor, and Bumble could leak even more Facebook Data than Trump’s Consulting Firm Cambridge Analytica

The data analytics firm that helped Donald Trump get elected president” was suspended from accessing Facebook’s Ads platform this weekend. The penalty was not because their data was stolen from Facebook, but because they “paid to acquire the personal information through an outside researcher“. In 2015, a Cambridge University researcher used features of Facebook’s platform to get 270,000 users to surrender the data of 50 million total users, simply by quietly asking for permission to access the information of their “friends”. The only reason this data violated their terms of service was that the data was illicitly transferred from the researcher to Cambridge Analytica (unrelated to the university).

It is true that Facebook no longer allows apps to request that you hand over the likes, photos, and location of your friends, but a relevant current question is this: In 2018, are there Facebook-connected apps that could leak even more personal data than Cambridge Analytica acquired? That answer seems to be a resounding yes. While the permissions are tightened, the growth of mobile apps and social sign-in have grown as well.

Here are 4 popular apps (and there are certainly many more) that need to be very clear with users how their data is being protected and how it will be used in the future:

1. Tinder – 100+ million users at risk

This online-dating juggernaut understandable asks you to login with Facebook to establish your identity, and uses your friends , photos, and “likes” to match you with potential interests. If you grants these permissions even once, any of these apps can collect all of this data, forever, until you disconnect the app. Tinder is owned by media conglomerate IAC, which gives it ample temptation to use this user data to sell ad targeting similar to Trump and Cambridge Analytica.

2. Airbnb – 90+ million users at risk

Travel bookings site Airbnb also uses social logins to help establish your identity to keep you safe. They ask for access to your photos to help you share details of your trips, and likely use your interests to try and help you find lodging. Airbnb has no obvious reasons to misuse this data, but they clearly have access to a lot, and if they were hacked, or acquired by a more diversified company, that story could change.

3. TripAdvisor – 70+ million users at risk

This travel review mainstay also asks for permanent access to your likes and photos. Similar to Tinder, they are owned by Liberty Media, which owns everything from Sports teams to SiriusXM Radio to 1/3 of LiveNation/Ticketmaster. This is a tremendous amount of data to protect against external threats as well as internal temptations to monetize this data for advertisers.

4. Bumble – 27 million users at risk

A rising star in the online dating space, Bumble has the same reasonable reasons to ask for “likes” and photos as Tinder, and the same challenges. Bumble is majority-owned by Badoo & their owner, “secretive Russian entrepreneur Andrey Andreev“. Considering the ongoing concerns about Russia’s interest in using social media data to target ads and influence elections, this site’s rapidly growing dataset is interesting, especially since it sits further away from the reach of U.S. regulation.

Now What?

This is a challenging situation. We all want our apps to be easy to use, and to have access to details of our lives that improve the app experience. Most of us don’t even mind if some personal data is used to show us ads we like instead of ads we don’t like.

A few next steps that could help this situation:

  • Apps using these permissions should make their intentions abundantly clear. Will this data be used for anything other than directly serving user needs within the app? Should the platforms even allow that? Could they prevent it with certainty?
  • Facebook and similar sites should consider adopting less permanent access, where users who haven’t visited the site recently are not still subjects of data harvesting
  • Less “friendly” permissions processes. It’s extremely easy right now to give an app nearly-permanent access to every picture or interest you ever post to Facebook. Now that image recognition is cheap and easy, this is data is too revealing to be granted trivially.

For Media Inquiries about Facebook Advertising Strategy around the U.S. Presidential Election and other Advanced Digital Marketing Tactics and Measurement, please contact Rob Kischuk at, or @rkischuk / @GetConverge

As a Marketing Reporting Automation and Analytics company, Converge is committed to responsible and ethical data collection practices that protect the privacy of individuals and the data policies of the data sources we connect to.

(Methodology: in the case of Bumble and Tinder, since these apps require social login, actual total app downloads were used. In other cases, we used March 2018 actual Monthly Active Users, and assumed at least 2/3 user attrition over the past 90 days)

Mythbusting—Why Old-School SEO Fails to Deliver

Jason Berkowitz, Digital Marketer, and CEO of Break The Web (New York), explains the trap of old-school search engine optimization, the difficulty in capturing and analyzing SEO ROI, and the continuing evolution of  SEO and its follow-on, conversion rate optimization (which measures post-search user engagement.)


Check out the episode here!


Rob: Welcome to the Marketing Agency Leadership podcast. I’m your host Rob Kischuk and I’m excited to be joined today by Jason Berkowitz, CEO of Break The Web. Welcome Jason.

Jason: Hi. Thank you, Rob. Thanks for having me.

Rob: Yeah, great to have you here. Why don’t you start off by telling us a little bit about Break The Web and what the agency is great at?

Jason: So, our company, Break The Web, is primarily good at SEO; that’s my personal expertise, Search Engine Optimization. We actually have another label called SEO Services New York which ranks very well organically on Google. But Break The Web is a full service marketing agency. We do a lot of paid advertising, like Adwords and PPC, our social media marketing, whether on Facebook or Instagram, we do some PR and also some conversion rate optimization; that’s really some of the big dives that we have taken towards end of 2017 and as we’re starting 2018.

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