In this eye-opening episode of B2B No Bull, Liz and Mark welcome an unexpected but powerful ally for marketers: financial astrologer and former commodities expert Susan Gidel of Susan G Says. Susan blends her backgrounds in ag-econ, futures markets, and marketing with deep astrological expertise to help B2B professionals make smarter, better-timed decisions.

Susan breaks down how planetary movements—especially Mercury retrograde and the Moon’s shifting signs—affect communication, timing, creativity, and emotional resonance in marketing. She explains why Mercury retrograde isn’t a disaster, but a period ideal for review, relaunching, and reconnecting. She also discusses how the Moon’s sign can dramatically influence email open rates, sharing a real client test that saw an 86% lift in subject line performance simply by aligning with lunar energy.

Listeners learn how corporations can use astrology through company birth charts, annual planning aligned with planetary transits, and team-building through elemental strengths (fire, earth, air, water). With younger generations already embracing astrology in their financial and career decisions, Susan encourages marketers to see astrology as an additional, data-informed lens—one that can provide a competitive edge, improve timing, and strengthen team dynamics.

Resources / References Mentioned

1. Mercury Retrograde Calendars – via astrology apps (e.g., TimePassages, Co–Star, or similar).
2. Moon Void-of-Course Trackers – astrology apps and calendars used to schedule or avoid key work.
3. Farmer’s Almanac – historical reference to agricultural timing and weather prediction.

Highlight Quotes

1. “Ignore the moon and you’re leaving open rates on the table.”
2. “Mercury retrograde isn’t a crisis — it’s your chance to review, relaunch, and reconnect.”
3. “Astrology is just another set of metrics to help marketers make smarter, better-timed decisions.”