What happens when major outbound platforms like Apollo and Seamless get removed from LinkedIn? In this episode of Smart Tech Spotlight, host Bryan Butler sits down with David Zeff, CEO of Whistle, to dissect the ripple effects across outbound sales, prospecting, and RevOps.

They dive into:

• The future of contact data and AI-driven sourcing

• Why data quality is the make-or-break factor in outbound

• The underestimated power of branding on callback ratios

• How SDRs should fall under marketing, not sales

• Missteps in ABM strategies and the myth of quick branding fixes

• What makes sales tactics cringe-worthy and how to do better

If you're in B2B sales, marketing, or RevOps — or just trying to make smarter, more strategic outbound moves — this one’s a must-listen.

🎧 Follow the show and share if this sparks new thinking.

#SmartTechSpotlight #OutboundSales #DataQuality #DavidZeff #Whistle #B2BGrowth

In this episode, we sit down with Dwight Dillion — a financial professional and entrepreneur who’s made it his mission to teach financial literacy and help families prepare for life’s unexpected moments.

As a trigger warning, my fire alarm went off during this episode. We were able to edit it out for the most part, but there is a brief moment when it is still audible.

Dwight shares the hard truths about what happens when you’re not financially prepared. From building an emergency fund to understanding long-term financial planning, he breaks it down in a real, relatable way.

This isn’t just about numbers — it’s about peace of mind. It’s about asking yourself:

💭 If something happened to a loved one tomorrow… would you be financially ready?

Whether you’re looking to budget better, save smarter, or finally start planning for retirement, this conversation will shift your perspective and empower you to take action.

What You’ll Learn:

• How to build a foundation of financial security

• Why budgeting is more than cutting expenses

• The importance of long-term financial thinking

• How to plan for emergencies, loss, and life transitions

• Creating a financial legacy for your family

👉 Subscribe and follow the show for more empowering conversations around money, mindset, and preparing for the future.

#FinancialLiteracy #Podcast #Budgeting #SavingMoney #EmergencyPlanning #FamilyFinance #DwightDillion #MoneyMindset

🎙️ Welcome to the SmarTech Spotlight Podcast! In this episode, we dive deep into the world of shopping feed optimization with insights from industry experts Bryan Butler of Searchlogic, alongside leaders from Channable and Mezlan.

💡 Topics we cover include:

• How to optimize your shopping feeds for maximum impact.

• The role of Channable in driving efficiency and performance.

• Real-world strategies for overcoming challenges in e-commerce.

• The truth about Amazon cannibalization and the importance of Customer Lifetime Value (LTV).

Whether you’re an e-commerce pro or just getting started, this episode is packed with actionable insights to help you succeed in the digital marketplace.

🎧 Tune in now and subscribe for more cutting-edge marketing and tech discussions!

#SmarTechSpotlight #ShoppingFeedOptimization #EcommerceTips #Channable #DigitalMarketing

Undigital is a marketing technology company that specializes in in-package personalization. They enable direct-to-consumer brands to include personalized printed marketing collateral inside e-commerce orders. Their solution is driven by marketing and provides a fully automated and personalized experience for customers. By connecting directly with the brand's e-commerce platform, Undigital can utilize customer data to create personalized campaigns and messages. They have seen an average lift of 8-14% in customer reorder rates and have successfully increased loyalty sign-up rates by over 100%. Their solution focuses on improving brand loyalty and increasing orders post-purchase. On this episode, Bryan Butler interviews Michael Jaskulsky, the VP of Sales at OnDigital, a company that specializes in unboxing marketing. They discuss the value of unboxing marketing for ecommerce brands, the challenges of implementing personalized packaging, and the cost and ROI of the service. Michael also shares his background and love for music.

Takeaways

Undigital enables direct-to-consumer brands to include personalized marketing collateral inside e-commerce orders.

Their solution is driven by marketing and provides a fully automated and personalized experience for customers.

They have seen an average lift of 8-14% in customer reorder rates and have successfully increased loyalty sign-up rates by over 100%.

Undigital's focus is on improving brand loyalty and increasing orders post-purchase. Unboxing marketing is a valuable tool for ecommerce brands to enhance brand loyalty and customer experience.

The biggest challenge in implementing personalized packaging is changing the mindset of marketers who are used to traditional fulfillment-driven methods.

The cost of implementing unboxing marketing can be balanced by the return on investment in terms of brand affinity and customer engagement.

The minimum volume threshold for utilizing unboxing marketing is around 5,000 packages per month.

The onboarding process for implementing unboxing marketing typically takes 30 to 60 days, with the majority of time spent on developing the marketing strategy and designing the creative.

Michael Jaskulsky has a background in music and has played in bands with well-known musicians.

Bryan Butler's first concert experience was Rod Stewart, and he had a memorable encounter with a woman who had a seizure during the show.

Sound Bites

"We are the inventors of what we call in-package personalization."

"Our solution allows direct-to-consumer brands to provide specific, relevant, purposeful content to the customer based on first-party data."

"The operator who's boxing up the order doesn't need to know what's going to be printing out because it's just blank paper going into these printers."

"What you guys are doing is kind of continuing the process of brand loyalty, really through the box, right?"

"The biggest challenge by far always is changing the mindset of the marketers that this is not driven by fulfillment."

"Unboxing marketing provides a return on investment in terms of brand affinity."

In an insightful discussion, Bryan Butler and Zeke Camusio explore the implications of the third-party cookie phase-out for businesses and how to adapt marketing attribution practices accordingly. They touch upon the significance of calculating return on ad spend (ROAS) and recognizing customer value. Emphasizing the challenges in conversion tracking posed by privacy advancements, they recommend proactive adaptation, highlighting the roles of Google Analytics, GA4, enhanced conversions, and the conversion API in navigating this new landscape. The dialogue illuminates how the decline of third-party cookies affects businesses' capacity for precise conversion tracking and ROI assessment, stressing the necessity for adopting advanced solutions such as enhanced conversion tracking and APIs. They underscore the limitations of relying on pixel-based methods and champion impact-based attribution, as practiced by Data Speaks, for its effectiveness in gauging the genuine influence of each marketing channel and campaign. Cross-platform tracking issues and the need for privacy-conscious methods are discussed, alongside the importance of patience and strategic consistency. The conversation advocates for an updated approach in advertising strategies to mitigate potential impacts on platforms like Facebook, underlining the evolution in attribution modeling towards more reliable and privacy-compliant mechanisms. The session is rich with strategies and insights, offering business owners directions to optimize their marketing efforts in a privacy-centric, post-cookie era. It stresses the critical nature of understanding customer worth, adapting to attribution changes, and employing privacy-aligned tracking solutions, framed by a call for consistency in marketing practices.

Summary

In this episode, Bryan Butler interviews Gianfranco Nuschese from Channable. They discuss Channable's features and differentiation, including dynamic pricing and search ads. They also talk about simplifying integration with Amazon and Channable's expansion into paid social and marketplaces like TikTok. They address Google's extraneous promotional text warning and provide tips on how to prepare for it. They also highlight Channable's image editor for feed optimization and discuss the use of AI and smart categorization. Finally, they touch on Channable's future plans for AI and text optimization. In this conversation, Gianfranco Nuschese from Channable discusses various strategies and use cases for optimizing Google Ads campaigns. He explains how to use PMAX and PPC to segment products based on performance and maximize return on ad spend. Gianfranco also highlights the importance of integrating Google Analytics data to make better marketing decisions. Additionally, he discusses the benefits of automating inventory management across different marketplaces and introduces Channable's support for Amazon product ads.

Takeaways

Channable offers dynamic pricing and search ads, allowing for real-time updates and optimization.

Channable simplifies integration with Amazon and other marketplaces, making it easy to optimize data feeds without changing backend systems.

Channable is expanding into paid social platforms like TikTok and is preparing for Facebook's checkout integration.

Google's extraneous promotional text warning can be addressed by using Channable's feed rules to remove or modify promotional text.

Channable's image editor helps optimize images for different platforms, such as plain backgrounds for Google and promotional text for social media.

Channable uses smart categorization and is exploring the use of AI for text optimization in the future. Segmenting products in PMAX allows for better control and optimization of high-performing and low-performing products.

Integrating Google Analytics data with Google Ads campaigns can provide valuable insights for improving marketing strategies.

Optimizing campaigns based on price ranges can help prioritize advertising efforts and maximize return on ad spend.

Allocating a test and learn budget allows for experimentation and optimization of marketing campaigns.

Automating inventory management across marketplaces helps prevent overselling and ensures accurate stock availability.

Channable offers support for Amazon product ads, providing a comprehensive solution for managing and optimizing advertising across multiple platforms.

Chapters

00:00 Introduction and Background

03:10 Channable's Features and Differentiation

08:18 Dynamic Pricing and Search Ads

13:27 Simplifying Integration with Amazon

18:31 Expansion into Paid Social and Marketplaces

28:53 Google's Extraneous Promotional Text Warning

31:17 Preparing for Google's Extraneous Promotional Text Warning

37:20 Image Editor for Feed Optimization

39:35 Channable's Use of AI and Smart Categorization

41:00 Future Plans for AI and Text Optimization

42:00 Use Case for PMAX and PPC

44:17 Segmenting Products in PMAX

47:13 Google Analytics Integration

50:13 Optimizing Campaigns Based on Price

51:01 Test and Learn Budgets

52:42 Inventory Management Across Marketplaces

55:12 Support for Amazon Product Ads

Summary

In this conversation, Bryan Butler and Adam Weil from White Rabbit Group discuss the partnership between their companies and the role of White Rabbit Group in the industry. They also explore the specialties of White Rabbit Group in development, including front-end and backend work. The conversation delves into the relationship between design and development, highlighting the importance of collaboration and communication. They also discuss the key aspects of successful referral partnerships and client relationships. The conversation concludes with recommendations for graphic designers in preparing their designs for development and the significance of copywriting in web design, particularly in the context of ad copywriting and Google's requirements. This conversation covers the challenges of Google's algorithms, the impact of AI on advertising and development, the risks and benefits of AI, and the deprecation of third-party cookies. It also discusses the importance of first-party data and provides information on contacting White Rabbit Group. The conversation concludes with a fun discussion about first concert experiences.

Takeaways

Google's algorithms present challenges for marketers, as they have limited control over search rankings and must navigate the penalization of pinned content.

AI is causing disruptions in advertising, but its impact on development is currently limited.

The black box nature of AI and the reliance on Google's algorithms can be disheartening for marketers.

Chat GPT can be a valuable tool for improving workflow efficiency and generating content.

The deprecation of third-party cookies will have a significant impact on advertising, and the use of first-party data will become increasingly important.

White Rabbit Group is a reliable partner for web development projects.

Chapters

00:00 Introduction and Partnership with White Rabbit Group

03:00 White Rabbit Group's Role in the Industry

08:00 Specialties in Development: Front-end vs. Backend

13:00 The Relationship Between Design and Development

17:00 Key Aspects of Successful Referral Partnerships and Client Relationships

23:00 Red Flags in Working with Development Partners

27:00 Preparing Design for Development: Recommendations for Graphic Designers

33:00 The Importance of Copywriting in Web Design

35:00 Challenges in Ad Copywriting and Google's Requirements

36:04 The Challenges of Google's Algorithms

37:02 The Impact of AI on Advertising

38:23 The Limited Impact of AI on Development

40:44 The Black Box of AI and Trusting Google

41:45 Using AI for Workflow Efficiency

44:53 The Benefits of Chat GPT

46:21 The Risks and Challenges of AI

47:17 The Deprecation of Third-Party Cookies

50:43 The Importance of First-Party Data

57:19 Preparing for the Impact of Third-Party Cookie Deprecation

58:40 Contacting White Rabbit Group

59:05 First Concert Experiences

Welcome to the SmarTech Spotlight, the podcast that shines a light on the brightest minds and innovative solutions in the marketing and MarTech industry. Join us as we embark on enlightening conversations with business leaders, pioneers, and trailblazers from renowned companies and emerging startups. In our debut episode, we sit down with The Canoe Group's Billy Mitchell and Joe Pellegrino, diving deep into their pivotal role in guiding companies through the intricate evaluation and preparation process for sales. As we progress, anticipate insightful discussions with industry giants like Tapclicks, Channable, Google, and a plethora of new startups making waves in the market. Whether you're a seasoned professional, an aspiring entrepreneur, or just curious about the MarTech space, the SmarTech Spotlight promises to illuminate, inspire, and inform. Tune in and stay updated with the latest trends, strategies, and stories that are shaping the future of marketing technology.