Why do many marketing campaigns underperform? Seth Greene says the answer starts with targeting.

Seth Greene is the CEO of Market Domination LLC, an Inc. 5000 direct response marketing agency that has produced over 6,900 podcasts and served 150,000+ entrepreneurs across hundreds of industries.

In this episode, Seth shares why even Fortune 500 companies get targeting wrong by going too broad, and how narrowing your focus to a laser-focused micro niche accelerates every part of the customer experience.

This discussion also covers why polarizing brands like Apple outperform those trying to please everyone, how podcasts compress long sales cycles by matching niche content to specific problems, and why physical touchpoints like direct mail still outperform digital channels with audiences that supposedly live on their phones.

=== Watch the full episode to learn:
- Why the biggest post-click mistake is trying to speak to everyone at once
- How starting in finance taught Seth to market intangible, trust-dependent products
- How niche podcast content compressed a 12–18 month sales cycle to under 30 days
- Why over 70% of Facebook advertisers are doing retargeting wrong
- How direct mail cuts through digital clutter, even with Gen Z audiences
- Why keeping multi-channel campaigns aligned takes manual work behind the automation

Whether you're running marketing for an enterprise brand or a growing business, this episode provides a practical case for narrowing your focus to improve every stage of the post-click experience.

=== Connect with Seth:
- LinkedIn: https://www.linkedin.com/in/sethgreene/
- Website: https://www.ultimatepodcastbook.com/ultimate-podcast-book
- Market Domination: https://marketdominationllc.com/

=== About the Everything Clicks podcast:
Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 
📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 
🌐 Smart Panda Labs: www.smartpandalabs.com

Dr. Alok Saboo is a Professor of Marketing at Georgia State University's Robinson College of Business, Director of the MS in Marketing program, and an AMA award-winning researcher whose work sits at the intersection of marketing, finance, and firm performance.

In this episode, Alok explains why marketing consistently fails to earn executive trust, why defining marketing as communication or sales is the root of the problem, and what it actually takes to connect marketing decisions to the financial outcomes CEOs and CFOs care about.

You will hear:

- Why short-term metrics like clicks and impressions hurt marketing's credibility more than they help it

- How post-click experience is where organizational misalignment becomes impossible to hide

- What marketing leaders need to say and do differently when they walk into the boardroom

Learn how to move marketing from a cost center conversation to a strategic growth function that speaks the language of finance.

=== Connect with Alok:

- LinkedIn: https://www.linkedin.com/in/arsaboo/

- Website: https://robinson.gsu.edu/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Ethan Beute is a Principal Brand Marketing Strategist at Zillow, co-author of Rehumanize Your Business and Human-Centered Communication, and a former Chief Evangelist at BombBomb with over a decade of experience building human-centered communication practices at scale.

In this episode, he explains why brands keep defaulting to the top of the funnel instead of fixing the experience underneath it and what it actually takes to make a post-click experience feel human in a world increasingly filled with synthetic content.

You will hear:

- Why viability and feasibility almost always crowd out desirability, and what gets lost when that happens

- How qualitative research and quantitative data each reveal things the other can't, and why you need both

- Why high-consideration categories like real estate and financial services demand a fundamentally different post-click approach

Learn how to build the kind of trust that drives repeat business, referrals, and word-of-mouth that never shows up in your attribution data.

=== Connect with Ethan:

- LinkedIn: https://www.linkedin.com/in/ethanbeute/

- Website: https://ethanbeute.com/

=== Resources:

- Rehumanize Your Business by Ethan Beute and Stephen Pacinelli: https://www.amazon.com/Rehumanize-Your-Business-Accelerate-Experience/dp/1119576261

- Human-Centered Communication by Ethan Beute and Stephen Pacinelli: https://www.amazon.com/Human-Centered-Communication-Business-Against-Pollution/dp/1639080007

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Yazan Kakish is the Director of Marketing & Communications at East Texas A&M University, with 14+ years of international experience across hospitality, education, aviation, finance, and tech, including leadership roles at Marriott International, Ogilvy, and BBDO.

In this episode, Yazan explains why the same core marketing principles hold across every industry he's worked in, why segmentation fails when it stops at demographics, and why marketers who treat their role as a finishing department are already too late.

You will hear:

- How the hospitality mindset of creating evangelists translates directly into higher education marketing

- Why cross-functional collaboration is what separates campaigns that land from campaigns that stall

- What empathetic marketing actually means in practice—and how to teach it to the next generation

Learn how a marketer who has built brands across five continents and multiple industries thinks about storytelling, segmentation, and the human truth behind every campaign.

=== Connect with Yazan:

- LinkedIn: https://www.linkedin.com/in/yazzankakish/

- Website: https://www.etamu.edu/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Phalak Betab is the Director of Marketing & Communications at Progressive Intercultural Community Services (PICS) Society, a $20M nonprofit with 300 employees delivering 50+ programs across British Columbia, and the youngest director in the organization.

In this episode, Phalak explains why nonprofits face enterprise-level post-click complexity with a fraction of the tools and budget, how undervaluing marketing directly breaks the user journey, and what corporations could do differently if they designed with the same empathy nonprofits depend on.

You will hear:

- What post-click complexity actually looks like when you serve families, seniors, newcomers, and job seekers across dozens of programs

- Why misalignment between marketing, communications, and service delivery destroys user trust fast

- How empathy-driven design for vulnerable audiences sets a standard most corporate post-click experiences don't meet

Learn how one of Canada's most complex nonprofit marketing operations runs, and what it exposes about where for-profit post-click experience falls short.

=== Connect with Phalak:

- LinkedIn: https://www.linkedin.com/in/betabphalak/

- Website: https://pics.bc.ca/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

In this special panel episode, three experts share how they approach user experience in healthcare, one of the most regulated, emotionally complex, and high-stakes digital environments there is.

- Maria Alexander is a Principal Content Designer at Blue Shield of California

- Tu Nguyen is Head of Customer Success at Ours Privacy and a former experimentation leader at Disney and Smart Panda Labs

- Megan Baker is Partner and Senior UX Managing Director at Slide UX, a consultancy focused on cognitive impairment, brain health, and aging.

You will hear:

- Why privacy constraints don't mean less understanding of users, they mean more intentional researc

- How backend system failures undermine even well-designed front-end experiences

- What "trauma-informed writing" means and why content teams should design for imperfect attention

- Four design principles that carry over from healthcare to any high-stakes UX

And much more.

Learn how the toughest UX environment in digital can teach every industry how to keep real people at the center of the experience.

=== Connect with the panelists:

- Maria Alexander: https://www.linkedin.com/in/mariaalexander/

- Tu Nguyen: https://www.linkedin.com/in/nguyen-tu/

- Megan Baker: https://www.linkedin.com/in/meganbaker12/

=== Websites:

- Blue Shield of California: https://www.blueshieldca.com/

- Ours Privacy: https://oursprivacy.com/

- Slide UX: https://slideux.com/

=== Resources:

- Don’t Make Me Think by Steve Krug: https://www.amazon.com/Dont-Make-Me-Think-Usability-ebook/dp/B000SEGQNS

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Nadja Fromm is the Founder of Fromm Consulting LLC, with 20+ years leading global marketing for major CPG brands before leaving corporate to help founders and small businesses sharpen their positioning and drive measurable growth.

In this episode, Nadja explains why marketing loses credibility when it shows up as brand decks instead of business cases, why internal buy-in is 75% of the work, and how system thinking helps marketers build real cross-functional influence.

You will hear:

- Why legacy enterprises stall on post-click progress—and what actually moves them forward

- What marketers do in cross-functional rooms that quietly kills trust before the project starts

- How to tap into intrinsic and extrinsic motivations to get any team aligned behind a common goal

Learn how to stop being the "pretty pictures" department and start leading the business conversation.

=== Connect with Nadja:

- LinkedIn: https://www.linkedin.com/in/nadja-fromm/

- Website: https://www.fromm-consulting.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Allison C. Matheson is a customer loyalty marketing leader at Tripadvisor, with deep lifecycle and loyalty experience across major consumer brands including Starbucks Rewards, Tim Hortons, and Zulily.

In this episode, Allison explains why post-click growth breaks when cross-functional alignment breaks, why loyalty programs don’t automatically create loyalty, and how to use AI to speed up decisions without losing the human brand voice.

You will hear:

- The 3 repeatable post-click failure modes across most industries

- What "earned loyalty" looks like before you ever launch a loyalty program

- How to use AI for decisioning without turning retention into "machine messaging"

Learn practical ways to reduce leakage after the click and build retention you can sustain.

=== Connect with Allison:
- LinkedIn: https://www.linkedin.com/in/allisonmatheson/

- Website: https://www.tripadvisor.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Jenni Ruiz leads marketing and PR at Transfix, where she helps a freight tech company build trust in one of the most competitive industries out there.

In this episode, Jenni breaks down how to market through a major pivot without losing credibility, why transparency builds trust faster than hype, and how “post-click” becomes a full-lifecycle system, from lead to onboarding to daily usage.

You will hear:

- How Transfix changed its message fast after moving from brokerage to freight tech

- Why trust in freight requires speaking the customer’s language (not generic SaaS messaging)

- How alignment across sales, product, and engineering keeps deals moving and customers adopting

Learn how to position through change, build proof when buyers can’t go public, and design a relationship-first experience that scales in privacy-heavy markets.

=== Connect with Jenni:

- LinkedIn: https://www.linkedin.com/in/jenni-ruiz/ 

- Transfix website: https://transfix.io/ 

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com

Anthony Cadieux, VP of Performance Marketing at AdventHealth, leads enterprise-scale digital strategy across 50+ hospitals and 1,200+ care locations, spanning digital media, CRM, analytics, and contact center strategy.

In this episode, Anthony explains why healthcare digital marketing must start with a patient’s emotional state, how regulation can push better creativity, and why marketing and consumer experience work best as one system.

You will hear:

- What marketers often miss about healthcare journeys (multiple audiences, high emotion, complex payers)

- How AdventHealth approaches personalization with permission—and avoids “creepy” targeting

- How to align marketing promises with operational reality so trust holds up after the click

Learn practical strategies for building systems that scale while keeping trust and humanity at the center.

=== Connect with Anthony:
- LinkedIn: https://www.linkedin.com/in/anthonycadieux/
- AdventHealth: https://www.adventhealth.com/

=== About the Everything Clicks podcast:

Everything Clicks is a podcast about customer experiences that wow consumers while driving profitable growth. Each week, we dissect the strategies and tactics of top B2C marketers at leading Fortune 5000 companies.

📣 Subscribe now for more insights on creating digital experiences that convert. 

📱 Follow me on LinkedIn: https://www.linkedin.com/in/shamirduverseau/ 

🌐 Smart Panda Labs: www.smartpandalabs.com