Growth-Minded Marketing

When was the last time you asked, “Is our marketing actually working?” In the final episode of our GUIDE ™ Marketing Framework series, we unpack the power of evaluation. You’ll learn how to measure the right metrics, track ROI, optimize with intention, and build a repeatable review rhythm that helps you scale with confidence. Whether you’re a CEO or a marketing lead, this episode will give you the tools to stop guessing and start leading.

👋 New to the podcast? Click here to start with Episode 1 and learn how the GUIDE Marketing Framework begins. Each episode builds on the last—so it’s worth going back to the beginning if you want the full picture.

Episode Highlights:

• Why most marketing strategies fail without feedback loops
• The difference between vanity metrics and meaningful KPIs
• How to use CRMs like HubSpot to track and align sales + marketing
• Why more traffic isn’t always better traffic
• How to run simple A/B tests without overcomplicating
• The power of a 90-day marketing review rhythm
• The danger of running your business on outdated assumptions
• How AI tools like ChatGPT can help you interpret your data
• BONUS: Why Santa Claus traffic is bad for SEO 🎅

Mentioned in this episode:

• Take the Free Wayfind Marketing Assessment & Download the Free Playbook 
• Check out Traction by Gino Wickman (book on EOS)
• Blog: A Step-by-Step Guide to Segment A/B Testing for Your Small Business
• Wayfind Marketing Learning Center: https://wayfindmarketing.com/learning-center

Next Episode:
We’re answering your biggest questions about the GUIDE Framework. It’s a rapid-fire Q&A, so don’t miss it!

🧭 The GUIDE™  Framework Podcast Series 

• G – Generate Your Strategy and Story
• U – Upgrade Your Online Presence
• I – Inform with Content
• D – Develop Your Sales Plan
• E – Evaluate and Adjust (this podcast!!) 

Connect with us:

• Steve Phipps on LinkedIn: linkedin.com/in/stevetphipps
• Annie Laurie Walters on LinkedIn: linkedin.com/in/annielauriewalters

Timestamps: 

00:00 Introduction: Is Your Marketing Working?

00:43 Welcome to the Growth-Minded Marketing Podcast

00:57 The Guide Marketing Framework Overview

02:10 The Importance of Evaluating Your Marketing

03:18 Tracking What Matters: Key Metrics

16:24 Using Tools and CRMs Effectively

22:23 Testing and Optimizing Your Marketing

29:43 Building a Rhythm of Reflection and Refinement

38:56 Conclusion: Implementing the Guide Marketing Framework

42:14 Next Episode: Answering Your Questions

👋 New to the podcast? Click here to start with Episode 1 and learn how the GUIDE Marketing Framework begins. Each episode builds on the last—so it’s worth going back to the beginning if you want the full picture.

What if your sales team doesn’t need more leads—they just need better alignment? In this episode of the Growth-Minded Marketing Podcast, Steve Phipps and Annie Laurie Walters unpack the fourth step of the GUIDE Marketing Framework: Develop & Execute Your Sales Plan.

Whether you're a CEO, sales leader, or marketing manager, this episode gives you practical ways to:

• Align your sales and marketing teams
• Document your sales process (even if it’s just you)
• Use content to accelerate trust and close more deals
• Implement “assignment selling” to improve buyer qualification
• Create true collaboration, not just meetings that check boxes

Steve and Annie Laurie also share how to overcome the tension between sales and marketing, how to use AI to generate content ideas, and why your bottom line depends on internal alignment.

🧭 Take the Free GUIDE Marketing Assessment:
 wayfindmarketing.com

📚 Mentioned in this episode:

• They Ask, You Answer by Marcus Sheridan (Version 3.0: Endless Customers)
• Blog: How to Write Marketing Content That Accelerates Sales and Closes More Deals
• Tools: HubSpot, ActiveCampaign, Miro, Loom, ChatGPT
• Wayfind Marketing Learning Center: https://wayfindmarketing.com/learning-center

🎯 Your Action Step This Week:
 Sketch your sales process—from first contact to closed deal. If you already have one, review it with your team. Then, identify and create the content your sales team needs to move leads forward faster.

🔗 Connect with us:

• Steve Phipps on LinkedIn: linkedin.com/in/stevetphipps
• Annie Laurie Walters on LinkedIn: linkedin.com/in/annielauriewalters

⏱️ Episode Timestamps: How to Develop and Execute a Sales Plan That Actually Works

[00:00] Why more leads aren’t the answer—alignment is
[01:00] Recap of the GUIDE Framework and where “D” fits in
[02:00] The sales/marketing disconnect: where revenue goes to die
[03:00] Step 1: Start with regular sales + marketing meetings
[04:30] Why shared goals matter more than finger pointing
[05:30] What alignment looks like even with a one-person team
[06:00] Step 2: Move from coexisting to actual collaboration
[07:30] Building empathy between marketing and sales
[09:00] How CEOs can reframe sales + marketing as one revenue team
[10:30] Visual analogy: Interlaced hands vs. just pressed palms
[11:00] Step 3: Document your sales process (even if it’s rough)
[12:30] What to include in your sales process and why
[13:30] Examples of tools: Miro, ActiveCampaign, CRM pipelines
[14:30] Step 4: Use content to support sales conversations
[15:30] What is assignment selling and how does it work?
[17:00] Real-world examples of content that accelerates sales
[19:00] The 80% Video: A must-have for qualifying leads
[20:00] How CEOs can help sales use content more strategically
[21:00] Step 5: Sales and marketing plan content together
[22:30] Why sales input makes content sharper and more effective
[23:30] Using AI to identify buyer questions from sales calls
[24:30] How to get your sales team on board (even if they resist)
[26:00] What’s at stake if you don’t align your teams
[28:30] Final coaching: Where to start, even if you feel behind
[30:00] Your action step this week + how to get the Guide Playbook
[31:00] Preview of Episode 5: Evaluate and Adjust

📝 Show Notes 

In this episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and Annie Laurie Walters explore the “I” in the GUIDE™ Marketing Framework: Inform with Content. They share how smart, strategic content can function like a trustworthy sales team—educating your buyers, answering their questions, and building confidence before a sales call even happens.

👋 Missed the previous episodes?

This episode is part of our GUIDE™ Marketing Framework series. If you’re just joining us, we recommend starting from the beginning to get the full picture:

🎧 Start with Episode 1 – GUIDE™ Framework Overview

In this episode, you'll learn: 

• Why your content is your digital sales team
• How to answer the real questions your buyers are asking
• The 5 key principles for content that builds trust and converts
• Why transparency wins and how to address “sticky” topics like cost and competitors
• How to use AI to create, repurpose, and plan content more efficiently
• What true thought leadership looks like—and how to earn buyer trust at scale

Whether you're a one-person marketing team or a CEO looking for better ROI, this episode will help you inform with purpose and make content creation more practical and powerful.

⏱ Episode Breakdown:

• 00:00 – Introduction: The Importance of Content in Marketing
• 00:58 – Welcome to the Growth-Minded Marketing Podcast
• 01:12 – The GUIDE Framework Overview
• 01:48 – Inform with Content: Building Trust and Driving Action
• 02:47 – Content as Your Digital Sales Team
• 03:42 – Addressing Common CEO Misconceptions About Content
• 04:23 – Key Principles for Effective Content
• 09:47 – Leveraging AI for Content Creation
• 13:39 – Consistency and Repurposing Content
• 21:43 – Repurposing Content Across Channels
• 23:20 – Addressing Redundancy Concerns
• 24:30 – The Importance of Repetition in Marketing
• 26:26 – Leveraging AI for Content Creation
• 29:00 – Using AI to Develop Buyer Personas
• 35:32 – Building Trust Through Thought Leadership
• 42:04 – Practical Steps for Content Creation
• 43:12 – Marketing Coaching and Resources

Grab the Free AI Marketing Guide: 
https://wayfindmarketing.com/ai-marketing-guide/

Take the Free B2B Marketing Assessment: 

https://wayfindmarketing.com/b2b-marketing-assessment/ 

Other Resources Mentioned:

• What Is the Big 5? Your Foolproof B2B Content Marketing Strategy
• What Is Google’s E-E-A-T? (And Why It Matters for B2B SEO)
• B2B Buyer Persona: A Comprehensive Guide for Marketing Teams
• How to Create Your Ideal Customer Profile (With Buyer Personas)
• Types of Buyer Personas and How to Use Them Effectively

Connect with the Hosts on LinkedIn
Steve Phipps
AnnieLaurie Walters 

🎙️ Episode 3: Is Your Website Earning Its Keep? How to Upgrade Your Online Presence

In this episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and Annie Laurie Walters dive into the "U" in the GUIDE™ Marketing Framework: Upgrade Your Online Presence.

💡 New to the GUIDE Framework? Start with Episode 1 to get the full overview before diving in.

If your website were a salesperson, would it still have a job? Many B2B websites look polished but quietly underperform—leaving prospects confused, not converted. This episode lays out practical ways to turn your website into a 24/7 sales machine.

🔑 What You’ll Learn:

• Why your website should sell, not just sit there looking pretty

• Four key upgrades to make your site helpful, clear, and action-oriented

• How SEO and AI are reshaping how buyers find and choose businesses

• What E-E-A-T means for your Google rankings (and why it matters more than ever)

• Why being active on LinkedIn is non-negotiable for B2B companies

• Common website traps to avoid—and quick ways to audit your site today

Whether you're planning a full website redesign or just looking for small wins, this episode will help you identify what's working, what's not, and what to fix first.

⏱ Episode Breakdown:

• 00:00 – Introduction: The Silent Salesperson

• 00:43 – Welcome to the Growth-Minded Marketing Podcast

• 01:05 – Understanding the GUIDE Marketing Framework

• 01:45 – Upgrading Your Online Presence

• 02:26 – The Importance of a High-Performing Website

• 04:28 – Real-World Success Stories

• 05:26 – The Changing Landscape of Buyer Behavior

• 06:49 – Steps to Enhance Your Online Presence

• 13:08 – SEO and the Impact of AI

• 19:23 – Leveraging LinkedIn for B2B Marketing

• 21:08 – Common Pitfalls and How to Avoid Them

• 23:27 – Actionable Next Steps

• 24:56 – Conclusion and Next Episode Preview

🔗 Resources and Links:

• Your B2B Website Should Be Your Best Salesperson
  
  
• AI + Marketing: The Smart CEO’s Guide
  
  
• How to Optimize Your Website with On-Page SEO
  
  
• How to Perform an SEO Audit
  
  
• What Is Google’s E-E-A-T? (And Why It Matters for B2B SEO)
  
  
• Free B2B Marketing Assessment + GUIDE Playbook
  
  

🎧 Subscribe & Stay Tuned

In the next episode, Steve and Annie Laurie will tackle the “I” in GUIDE—Inform with Content—to help you create content your buyers actually want and need. Subscribe so you don’t miss it!

Connect with Us on LinkedIn
Steve Phipps
AnnieLaurie Walters

In this episode of the Growth Minded Marketing Podcast, hosts Annie Laurie Walters and Steve Phipps dive into the first step of the GUIDE™ Marketing Framework—Generate Your Story and Strategy.

If you're a B2B business leader relying on random tactics, referrals, or sheer hope to grow, this episode is your wake-up call. You’ll learn how to build a real marketing strategy that drives clarity, alignment, and measurable growth.

🔑 In This Episode:

Steve and Annie Laurie walk through six strategic guideposts that every B2B company should use to build a solid foundation for marketing:

Guidepost 1: Do you have clear marketing and sales goals for the next 12 months?
→ Break revenue goals into actionable marketing and sales benchmarks.

Guidepost 2: Do you have a written marketing strategy that aligns with your business goals?
→ Define your audience, messaging, value prop, and primary tactics. Get it out of your head and onto paper.

Guidepost 3: Are you mapping your marketing to each stage of the buyer’s journey?
→ Learn how to align content and tactics to top, middle, and bottom of funnel questions.

Guidepost 4: Do you have a clear description of your ideal client persona?
→ Specificity is key. Without clarity on your target customer, you're wasting budget and missing opportunities.

Guidepost 5: Have you talked to your customers lately?
→ Your best messaging and insight come from the people who already buy from you.

Guidepost 6: Is your marketing aligned with your internal team or external partners?
→ Whether you have a freelancer, agency, or in-house marketer, strategy gaps lead to execution gaps.

⏱️ Timestamps:

00:00 – Introduction
 00:28 – Hope vs. Strategy
 00:53 – GUIDE Framework Recap
 03:34 – Guidepost 1: Set Clear Goals
 05:33 – Guidepost 2: Write Down the Strategy
 07:54 – Guidepost 3: Map the Buyer’s Journey
 12:22 – Guidepost 4: Define Your Ideal Client
 15:47 – Guidepost 5: Talk to Your Customers
 18:29 – Guidepost 6: Align Your Team or Partners
 20:55 – What’s at Stake if You Skip This Step
 23:14 – Next Episode Preview: Upgrade Your Online Presence

✅ Resources Mentioned:

🎯 Take the free GUIDE™ Marketing Assessment
📚 Explore the Wayfind Learning Center
🔧 Learn about EOS and the Vision/Traction Organizer (VTO)

🚀 Take Action:

• Block one hour a week to work on your marketing strategy
• Revisit your customer personas or draft your value proposition
• Share this episode with a colleague or friend who leads marketing
• Subscribe so you don’t miss the next step in the GUIDE framework: Upgrade Your Online Presence
  
  

Follow Your Hosts on LinkedIn: 

Steve Phips
AnnieLaurie Walters 

🎙️ Episode 1: Why Your Marketing Isn’t Working (And What to Do About It)

Welcome to the first episode of the Growth-Minded Marketing Podcast! Hosts Steve Phipps and AnnieLaurie Walters kick things off by tackling a challenge many B2B business leaders face: marketing that feels scattered, unclear, or ineffective.

They introduce the GUIDE™ Marketing Framework—a five-part approach designed to bring clarity, focus, and real results to your marketing efforts. Whether you're a CEO or a marketing lead, this episode lays the groundwork for aligning your marketing with your business goals and building trust with the right audience.

You’ll learn:

• Why marketing often feels like it’s not working
• How to align marketing with your business strategy
• The role content plays in educating and earning trust
• Why sales and marketing need to be on the same page

👉 Take the free B2B Marketing Assessment at wayfindmarketing.com to see where your strategy is strong—and where it needs work.

GUIDE™ Framework Highlights:
 00:00 – The Marketing Struggle Most Businesses Face
 00:34 – Welcome to the Growth-Minded Marketing Podcast
 01:20 – Why Marketing Often Misses the Mark
 02:57 – The GUIDE™ Framework at a Glance
 05:04 – G: Generate Your Strategy and Story
 08:20 – U: Upgrade Your Online Presence
 12:12 – I: Inform with Content
 17:25 – D: Develop and Execute a Sales Plan
 22:11 – E: Evaluate and Adjust
 24:12 – Final Thoughts + What’s Coming Next

🔗 Links & Resources from This Episode

• Take the free GUIDE™ Marketing Assessment: wayfindmarketing.com/b2b-marketing-assessment
• Learn more about the GUIDE™ Framework: wayfindmarketing.com/b2b-marketing-framework/
• Wayfind Marketing Learning Center: https://wayfindmarketing.com/learning-center/ 
• Blog: What We Mean by Strategy First Marketing (And Why It Matters)
• Blog: What Is the Big 5? Your Foolproof B2B Content Marketing Strategy

Connect with us on LinkedIn:

• Steve Phipps
• Annie Laurie Walters

✏️ Episode Description:

Marketing shouldn’t feel like a guessing game—especially for growth-minded CEOs. In this trailer episode of the Growth-Minded Marketing Podcast, hosts Steve Phipps and AnnieLaurie Walters introduce the show and share why they created it: to simplify marketing for B2B leaders who are ready to scale with confidence.

Drawing from decades of experience guiding CEOs, marketing teams, and service-based businesses, Steve and AnnieLaurie share what you can expect from this podcast—real strategies, step-by-step coaching, and candid conversations with leaders who've walked the growth path before you.

If marketing feels overwhelming, frustrating, or like it’s just not working… you’re not alone—and you’re in the right place.

🔑 What You'll Learn:

• Why most CEOs feel stuck when it comes to marketing
• How this podcast removes confusion and creates clarity
• What kind of episodes and guests you can expect
• How to take your next step toward smarter, more confident marketing

🎧 Your Hosts:

Steve Phipps is the founder of Wayfind Marketing and a strategic coach for CEOs and marketing leaders across the country.
AnnieLaurie Walters is a seasoned communicator with a passion for helping leaders connect with their audience and message.

✅ Your Next Step:

Take the free GUIDE Marketing Assessment and discover where your strategy needs the most attention—so you can grow with fewer headaches and more results.