September is the perfect time to rethink your annual plan. With three quarters of data behind you, it’s time to ask the tough questions: Are your goals still realistic? Has your positioning shifted? Are your tactics sustainable? In this episode of the Lean Marketing Institute Podcast, we explore how to approach annual planning through the lens of the Lean Marketing Framework™.

You’ll learn why the best plans aren’t just budgets, but flexible strategies that prioritize outcomes over channels. We’ll also cover how to account for disruptive forces like AI, how to break down a three-year vision into annual and quarterly priorities, and how to build a plan that adapts as you learn.

In Episode 8 of the Lean Marketing Podcast, Paul Bresenden unpacks how to make KPIs meaningful by tying them directly to organizational growth and profitability. Too often, teams get lost in platform metrics and activity reports that look good on paper but fail to impact the bottom line. Paul explains how to cut through the noise, align KPIs with real business outcomes, and create dashboards and goals that keep everyone rowing in the same direction.

You’ll learn:

• How to ensure your KPIs connect to revenue and profitability
• Why platform metrics can mislead your decision-making
• The role of dashboards in faster, data-driven decisions
• How to set goals that matter (and avoid vanity objectives)
• Practical frameworks for quarterly planning and alignment

Whether you lead a marketing team, manage budgets, or run a business, this episode will help you turn metrics into actionable insights that drive results.

In Episode 7 of the Lean Marketing Podcast, Paul Bresenden unpacks how to audit Google Ads campaigns for maximum ROI. Many businesses pour money into paid search without knowing which campaigns actually drive results. Paul explains how to identify wasted spend, evaluate campaign performance, and optimize for outcomes that matter to your bottom line.

You’ll learn:

• How to spot inefficiencies and wasted ad spend
• Why common Google Ads metrics can be misleading
• Steps to align campaigns with real business goals
• Practical strategies to improve ROI and conversion performance
• How to structure audits that deliver actionable insights

Whether you manage marketing campaigns, oversee ad budgets, or run a business, this episode will help you make every ad dollar count and turn data into measurable growth.

In this episode of Lean Marketing, Paul Bresenden walks through a real-world teardown of a Google Ads account, highlighting the common pitfalls that drain your ad budget—and how to fix them. From auditing conversion goals to keyword match types and ad placements, Paul shows how to strip away inefficiencies and focus your spend on what truly drives revenue. Whether you're managing ads in-house or inheriting an agency’s setup, this practical audit will help you identify what's broken and optimize for growth.

Key takeaways include:

• The importance of verifying goal tracking and conversion values
• Why broad match keywords can destroy your ROI
• How to use Auction Insights and Search Terms reports for smarter bidding
• Strategies for excluding wasteful placements in PMax campaigns
• When to prioritize clicks over conversions (and vice versa)

Perfect for marketers, business owners, and anyone wanting to make their Google Ads work harder and smarter.

In this episode of the Lean Marketing Podcast, Paul Bresenden breaks down how to map the customer journey in a way that drives measurable growth—not just more “leads.” From redefining what a lead actually is to aligning marketing and sales efforts across every stage, Paul shows how to design a journey map that turns strangers into loyal customers and brand evangelists.

You’ll learn:

• Why traditional funnels fail to reflect real buying behavior
• How to define and measure each stage of the journey (Visitors, Leads, MQLs, SQLs, and beyond)
• The danger of chasing vanity metrics instead of stage-to-stage progression
• How to keep marketing and sales aligned all the way through to customer retention and referrals
• Practical tactics for moving prospects forward without wasting resources
• Whether you’re a marketer, sales leader, or business owner, this episode will help you build a journey map that’s actionable, measurable, and growth-focused.

In this episode of the Lean Marketing Podcast, we continue our Brand Focus series with an in-depth exploration of SEO. We break down the essentials of search engine optimization, from understanding how Google indexes the web to the impact of personalized search results.

SEO is a long-term investment, but with the right tools and approach, you can improve your visibility and drive meaningful traffic. Tune in to learn practical strategies you can apply today!

Welcome to another insightful episode of our podcast, where we dive deep into the Lean Marketing Framework. This time, we're exploring the power of competitive analysis and how it can shape your strategic planning and growth strategy.

Join host Paul Bresenden and guest Madison Pawley on the Lean Marketing Podcast as they explore defining your target audience. In this episode, Paul and Madison talk through practical steps to identify and reach your ideal customers. Learn how to define your Total Addressable Market (TAM) and user personas, determine the size of your market, and set goals for coverage plans. Packed with actionable insights, this episode is perfect for marketing teams looking to drive impactful sales efforts and deliver real results in the year ahead. Don’t miss this essential guide to understanding and reaching your audience effectively!

Join host Paul Bresenden and guest Lauren McLeod on the Lean Marketing Podcast as they dive deep into the world of Account-Based Marketing (ABM). In this episode, Paul and Lauren guide you through the essentials of building a successful ABM strategy, including how to define your Total Addressable Market (TAM), create targeted account lists, and align your sales and marketing efforts for maximum impact. Get practical insights on relationship-building, defining KPIs, and tailoring your playbook for different verticals. Perfect for B2B marketers and sales teams aiming to boost efficiency and drive meaningful connections, this episode equips you with the tools to take your lean marketing strategies to the next level.