The Growth DOJO

Inez Miedema was employee number fifty at TransferWise, where she built one of Europe's most effective affiliate programs. She now runs Growth HQ, a boutique affiliate agency working with Plum, Invest Engine, Crocs, and Hey Dude. On this episode of Forgotten Channels, she gives away the whole playbook.

In this episode: why most CMOs still picture affiliate marketing wrong; the full funnel affiliate framework; why 70-80% of affiliate budget should sit top/mid-funnel, not on coupon sites; finding your first 50 affiliate partners from your existing keyword list; YouTube and Reddit as affiliate channels; the Honey/PayPal scandal and what a 1% incrementality test looks like; why boutique agencies are outperforming big networks; where affiliate marketing and AI search are converging.

"The biggest risk of traditional bottom-of-funnel affiliate marketing is your funnel dries up." — Inez Miedema

The Growth DOJO — the podcast for marketers who think differently. Hosted by Luke Costley-White from DOJO AI. Subscribe so you catch the next one.
#GrowthDOJO #AffiliateMarketing #GrowthMarketing #B2CMarketing #MarketingStrategy #ForgottenChannels

Karl Garberg has built marketing functions from scratch five times. In January 2021 he took the CMO job at Safello, a Swedish crypto exchange, right as the market was booming. On paper it was the perfect fit. Six months in, he realized he understood crypto but didn't feel it, and for a product-focused CMO, that gap is fatal. He left after 10 months.

In this episode: why product-focused CMOs can't fake passion; the one question to ask before taking any CMO role (cost center vs. growth driver); why boring B2B SaaS and regulated industries are goldmines for creative marketers; the "specialist-generalist" hiring approach for lean 2026 teams; why AI means teams now need roughly half the headcount they did five years ago; Karl's build-from-scratch playbook; leading through funding volatility and why brand survives cuts that performance marketing doesn't.

"I could understand the technology, but I just didn't care. And if you're not in the crypto subculture, you're not really in it." — Karl Garberg

Patrick Thompson built a company to fix broken GTM data. Amplitude acquired it. Then he realised he'd solved the wrong problem.

In this episode of the Growth DOJO Podcast, Patrick (Founder of Clarify, previously Iteratively) joins Luke Costley-White to talk about why deploying AI on top of a broken CRM doesn't fix the problem — it accelerates it.

What you'll learn:

• Why 70%+ of seller time goes to non-selling activities — and why 30 years of CRM software hasn't fixed it
• The CDP band-aid: why data tools treat the symptom instead of the root cause
• What "garbage in, garbage out" actually looks like when AI is involved
• How to audit your CRM before touching any AI (people, process, technology — in that order)
• Why nobody has nailed the multiplayer AI problem yet
• What Patrick asks every GTM hire — and what the worst answer sounds like
• The caveman analogy: what 2022-era working habits look like in 2026
• The future of GTM: from system of record to system of intelligence

"If I see somebody do something the way it was done in 2022, I call them a caveman." — Patrick Thompson

"We were solving a symptom, not the root cause." — Patrick Thompson

Perfect for: RevOps leads, demand gen managers, GTM founders, marketing and sales leaders who want to get AI-ready before they get caught out.

Connect with Patrick: linkedin.com/in/patrickt010

Clarify: clarify.ai

Two former CMOs walk into a podcast and tell you everything you've been getting wrong about YouTube.

Ed Wood and Calum Russell founded Humble & Brag after using YouTube to drive 15% of company revenue at Babbel and build some of Berlin's most-watched startup channels. Now they run a full-stack YouTube agency for challenger brands — strategy, scripting, production, distribution, ads, all of it.

In this episode, they break down the YouTube playbook most B2B companies need but won't build:

→ Why YouTube builds the same resilient organic layer as SEO — and compounds over years, not weeks → The organic funnel most companies are missing: why going straight from video to sales call is killing your conversions → Thumbnails — the highest-leverage YouTube decision nobody takes seriously — and the 20-minute fix → The Ninex case study: 6,000 to 55,000 subscribers in 6 months, and the exact format that made it happen → YouTube ads for €5 a day — infeed placements, 2 cent views, and 2 minutes of ICP attention → What's actually stopping B2B companies from committing (it's not budget) → How self-reported attribution changes the YouTube ROI calculation entirely → Where to start if your company knows it should be on YouTube but keeps hesitating

"The two best times to invest in a channel: when it's new and when it's boring." — Ed Wood

"YouTube is not a video platform. It's a click and watch platform." — Calum Russell

"I don't know any company that started a YouTube channel seven or eight years ago that really regrets it now." — Calum Russell

Perfect for: CMOs and heads of marketing at growth-stage B2B companies who know YouTube should be in the mix but haven't committed yet.

Connect with Ed: [LinkedIn URL] Connect with Calum: [LinkedIn URL] Humble & Brag: humbleandbrag.com

Keywords: YouTube for B2B, YouTube marketing strategy, YouTube for startups, YouTube channel growth, B2B content strategy, organic marketing, challenger brand marketing, YouTube ads, YouTube attribution

#YouTube #B2BMarketing #ContentStrategy #StartupMarketing

What if your demand gen machine is working exactly as designed — and that's the problem?

Megan Bowen is the CEO and majority owner of Refine Labs, one of the only B2B agencies that built its entire model around demand creation rather than demand capture. She joined as a customer success hire, scaled the business through the COVID boom, survived two rounds of layoffs and six months without a sale, and bought out the founder to take full ownership.

In this episode, she breaks down the B2B marketing playbook that most agencies won't tell you about:

→ Why "demand gen" as most companies practice it is fishing in 3–5% of the market while the other 95% makes buying decisions your CRM will never capture → What the brand-demand-expand framework actually is and how it maps to what top-performing B2B companies do differently → The real story behind Refine Labs' 2022–2023 contraction — and the specific decisions that turned it around → Her unfiltered take on AI: why it doesn't scare her, who benefits from the doom narrative, and the three bets she's making → The full diagnostic process Refine Labs runs with every new client — from win-loss analysis to buyer research to channel fit → How to introduce new marketing measurement without blowing up your board relationship → The client qualification framework that keeps bad-fit customers out of the door → Why GTM engineering is cold outbound repackaged — and what actually works instead

"The people telling you AI will kill marketing agencies have something to financially gain by you believing that." — Megan Bowen

"You have to play by the rules of the system you're in while you're figuring out how to change the system." — Megan Bowen

"When you're an agency, your people are your product." — Megan Bowen

Perfect for: B2B marketing leaders whose pipeline has plateaued, agency owners thinking about how to evolve their model, and marketers trying to have the brand investment conversation with a sceptical board.

Connect with Megan: LinkedIn

Refine Labs: refinelabs.com

🎙️ ABOUT THE GROWTH DOJO: The Growth DOJO is a podcast for challenger brands and marketers who refuse to settle for vanilla strategies. Hosted by Luke Costley-White (DOJO AI), we unpack forgotten marketing channels, contrarian takes, and tactical systems from the best in B2B.

Keywords: demand generation B2B, dark funnel, brand demand expand, B2B marketing strategy, marketing attribution, Refine Labs, agency model, GTM engineering, B2B pipeline

#B2BMarketing #DemandGeneration #MarketingStrategy #GrowthDOJO 

Mirco Gluch has spent 12 years building Instagram and organic social strategies for brands that couldn't be more different — UV gel nail strips, children's bicycles, SaaS tools. Every single channel performs. The secret isn't budget or follower count. It's that he starts where almost every brand skips: actually talking to followers.

His take: most brands stand in their own way — posting every day out of obligation, running everything through brand police, and wondering why nothing lands. In this episode, we dig into his design thinking approach to social strategy, why 2–3 epic posts a week beat seven mediocre ones, how full-funnel Instagram actually works, and why the content that crushes on Instagram almost always tanks on TikTok.

🎯 WHAT YOU'LL LEARN:
• The 3-phase design thinking framework: Follower Understanding → Creative Exploration → Execution Playbook
• What a "Unique Following Proposition" is — and why it matters more than your content calendar
• The quality vs. quantity debate: why 2–3 posts a week is now the smarter move
• Why Instagram content tanks on TikTok — and how to build a platform-native strategy for both
• How to build a full-funnel Instagram strategy using the Manco Nails case study (37K Facebook community → Instagram revenue)
• Why ClickUp never shows their product on social — and why it works brilliantly for B2B
• Where AI belongs in your social workflow — and where it's getting brands destroyed

💎 KEY QUOTES:
"Why would followers even follow a brand like you? Why don't they just follow entertaining influencers or celebrities instead?"
"Why would you sacrifice on quality just to increase your quantity? Create content your team is actually proud of."
"You don't get into your customer's wallets with social media. You get into their hearts and their minds first. Then the wallets follow."

👤 ABOUT MIRCO GLUCH:
Mirco is the founder of Piggyback, a social media agency building organic strategies across wildly different industries. With 12 years in social and a design thinking background, he field-tests every strategy before calling it one. He also created the AI for Social Media online course.

🎯 PERFECT FOR:
• Social media managers tired of posting every day and getting nothing back
• CMOs whose brand control is quietly killing their organic channels
• B2B marketers who think their product "isn't exciting enough" for social
• D2C brands sitting on a community they're not converting

🔗 CONNECT WITH MIRCO: LinkedIn: ⁠https://www.linkedin.com/in/mirco-gluch/⁠ Agency: ⁠https://www.piggyback.tv/⁠

📥 RESOURCES MENTIONED: • Piggyback — ⁠https://www.piggyback.tv/⁠ • AI for Social Media (⁠Mirco's course⁠) • Maniko Nails (⁠case study - UV gel nail strip brand⁠) • ClickUp (⁠B2B Tiktok⁠) • ⁠The Ordinary⁠  (brand leading the quality-over-quantity shift)

🎙️ ABOUT THE GROWTH DOJO: The Growth DOJO is a podcast for challenger brands and marketers who refuse to settle for vanilla strategies. Hosted by Luke Costley-White (DOJO AI), we unpack forgotten marketing channels, contrarian takes, and tactical systems from the best in B2B.

SEO KEYWORDS: Instagram strategy 2026, organic social media strategy, social media marketing for brands, quality vs quantity social media, design thinking marketing, brand social media strategy, Instagram algorithm 2026, TikTok vs Instagram strategy, B2B Instagram marketing, full funnel social media, AI social media marketing, social media content strategy, posting frequency social media, organic reach Instagram, brand content strategy

#InstagramStrategy #SocialMediaMarketing #OrganicSocial #ContentStrategy #B2BMarketing #InstagramMarketing #SocialMediaStrategy #DesignThinking #ContentMarketing #GrowthMarketing

Maria Ledentsova started posting on LinkedIn with just 700 followers while job hunting. She landed a role at Magier because the founder saw her "desire to learn" through her content. But she didn't stop there—she turned personal branding into a lead generation machine, building systems that drove thousands of company leads while growing her own audience to 17K+.

Now she's independent, coaching B2B marketers on personal branding. But here's what makes her different: she's publicly anti-ghostwriting, believes most companies are "really, really bad" at personal branding, and thinks quality content matters more than posting every day.

In this episode, we unpack Maria's employee activation playbook for LinkedIn, how to get started on LinkedIn, and how community building and personal branding work hand-in-hand.

🎯 WHAT YOU'LL LEARN:

• The Employee Activation Framework: How to get your entire team posting on LinkedIn (educate, motivate, support)

• Why Maria has turned down dozens of ghostwriting offers—and why you should avoid ghostwriters

• How one lead magnet post grew an account by 1,000 followers in a day

• The 30-minute weekly reflection practice that generates infinite LinkedIn content ideas

• Why company pages aren't worthless—they're just not content engines

• The LinkedIn Feed Exercise: Scroll and count personal posts vs. company posts (15:1 ratio)

• How to start on LinkedIn from absolute zero: 3 actionable steps (connect, create, reflect)

• Why building trust online is the best B2B lead gen strategy

• How Maria built a 200+ person solopreneur community in Berlin

💎 KEY QUOTES:

"Personal brands should be genuinely personal. It's in the name."

"If you hire a ghostwriter and they leave three months in, what do you do with your personal brand? You're stuck."

"You're not as important as you think you are. People don't really care. That's actually liberating."

"To make people post on LinkedIn, you need three things: educate them, motivate them, and support them. Just asking doesn't work."

👤 ABOUT MARIA LEDENTSOVA:

Maria is a personal branding coach and community builder who grew from 700 LinkedIn followers to 17K+ by documenting her marketing journey. As the founding marketer at Magier (a design agency), she built an employee activation system that drove thousands of leads through organic LinkedIn. She now runs a 200+ person solopreneur community in Berlin and coaches B2B marketers on building authentic personal brands without ghostwriters.

🎯 PERFECT FOR:

• B2B marketers struggling to build personal brands • CMOs trying to activate employees on LinkedIn • Founders considering hiring ghostwriters • Startup marketers looking for organic lead gen strategies • Anyone starting LinkedIn from scratch with no audience

🔗 CONNECT WITH MARIA:

LinkedIn: Maria's LinkedIn 

📥 RESOURCES MENTIONED:

• Lead Shark (connection tool) • Notion (employee activation database) • Figma (visual templates) • Maria's Lead Magnet Toolkit

🎙️ ABOUT THE GROWTH DOJO:

The Growth DOJO is a podcast for challenger brands and marketers who refuse to settle for vanilla strategies. Hosted by Luke Costley-White (DOJO AI), we unpack forgotten marketing channels, contrarian takes, and tactical systems from the best in B2B.

SEO KEYWORDS: personal branding, LinkedIn strategy, employee advocacy, B2B marketing, ghostwriting alternatives, LinkedIn growth, personal brand coach, LinkedIn employee activation, organic lead generation, LinkedIn content strategy

#PersonalBranding #LinkedInStrategy #B2BMarketing #GhostwritingDebate #EmployeeAdvocacy #LinkedInGrowth #ContentMarketing #CommunityBuilding #StartupMarketing

Tom Downer spent 13 years running paid social at Wise, Zipcar, and Fab.com before founding Elements, a growth agency built differently. After working with agencies that "sucked," he rebuilt the model from scratch.

In this episode, Tom shares:

• Why 12% of ad spend pricing is "piracy" and what to do instead (fixed pricing vs. profit share models)
• The 70/30 framework: Measuring agency success by enjoyment, not just revenue
• How to screen for clients who'll trust you vs. micromanage you (red flags to watch for)
• Why async reporting beats weekly status calls (Loom + written reports structure)
• The controversial take: Why most startups shouldn't invest in brand marketing too early
• When to flip the switch on brand investment (conversion rates, repeat rates, economics)
• Building internal AI tools (Quantax & Kima) instead of just using third-party platforms
• The cost of saying "yes" to toxic clients and why revenue isn't worth it
• Hiring apprentices with zero marketing experience (no degree required)

Key quotes:
"There's zero value in me sitting on that call every week just talking through numbers. I could have looked at that. Why? That's what I want to hear."

"If your product makes sense and is sellable, there's gonna be enough people immediately in market. If you can't start selling immediately, there's a problem with the product."

"Year one was 70% enjoyment, 30% grinding. This year I'm aiming for 80/20. Most agencies measure success in revenue. I measure it in whether I actually want to do this work."

Perfect for: Agency founders, consultants, startup marketers, performance marketers, anyone running a service business

Tom Downer founded Elements after realizing traditional agencies were too layered, too crappy, and didn't focus on what actually matters (contribution margin, not just CPA). Elements acts as an extension of client teams, focusing on growth holistically—not just media buying.

Connect with Tom: linkedin.com/in/tom-downer

Hosted by Luke Costley-White, Growth Marketing Lead at DOJO AI.

Topics: agency pricing models, percentage of ad spend, fixed pricing, profit sharing, client selection, toxic clients, async reporting, brand marketing timing, startup marketing strategy, performance marketing, paid social, Meta advertising, AI tools for agencies, agency operations, challenger brands, growth marketing

#AgencyLife #MarketingAgency #StartupMarketing #PerformanceMarketing #AgencyPricing #BrandMarketing #PaidSocial #GrowthMarketing