Tyson Drake is a fractional CMO for eight- to nine-figure DTC brands, helping them scale profitably. As a self-taught affiliate marketer, he became the CMO of The Oodie, where he trained an in-house team of over 25 people across performance marketing, creative, and e-commerce, scaling the company to nine figures across eight markets.

As an e-commerce brand, expanding into international markets can skyrocket profitable growth in multiple areas, and a robust marketing strategy is crucial to this expansion. What strategies can you harness to penetrate new markets for exponential growth?

Global marketing powerhouse Tyson Drake scaled to $200 million in yearly revenue by diversifying in multiple international markets. He attributes this achievement to his progressive internalization strategy, which involved having complete visibility into his business operations and regional trends to allocate budgets effectively across channels. This omnichannel distribution is essential in targeting your total addressable market and identifying growth opportunities. When measuring ROI for your efforts, focus on contribution dollars rather than profit margins for a more accurate growth measurement. 

In this episode of the Up Arrow Podcast, William Harris chats with fractional CMO Tyson Drake about allocating your marketing budget to scale into international markets. Tyson talks about targeting new demographics, how to launch into new channels and promote new products during global expansion, and how to navigate a saturated market.

Will Leach is the Founder of Mindstate Group, a behavioral research and brand consultancy that specializes in identifying the unconscious factors driving consumer behavior. As the world’s leading expert on subconscious mindstate research, he works with innovative brands to uncover actionable consumer insights. Will is also the best-selling author of Marketing to Mindstates and is a Behavioral Design Instructor at the Texas A&M Human Behavior Lab.

Have you ever been captivated by an ad that seemed to read your mind or wondered why certain products make their way into your shopping cart almost without thought? Behavioral psychology plays a huge role in consumer purchasing decisions. So how can you leverage psychological mindstates in your marketing?

According to passionate behavioral marketer Will Leach, mindstates are emotional motivations that make consumers susceptible to influence. In these moments, they’re more likely to make rash, subconscious decisions that satisfy demands. Marketers can leverage these mindstates to influence purchasing decisions and drive brand awareness. Behavioral marketing techniques include employing visual cues to increase your ads’ stopping rate and developing a frame of reference to give your product a competitive edge. However, these strategies only capture short-term attention. To sustain brand loyalty, you must shift from emotional allure to demonstrating your products’ rational benefits.

In this episode of the Up Arrow Podcast, William Harris converses with Will Leach, the Founder of Mindstate Group, about the practical applications of behavioral marketing. Will talks about the influence of the environment on purchasing decisions, how brands can harness psychological cues to create persuasive marketing campaigns, and why brands struggle with rapid growth.

Phillip Jackson is the Co-founder of Future Commerce, a media company helping retailers and e-commerce companies understand the future of commerce and culture. With an engaged global audience of over 100,000 executives, his reach spans seven retail and digital commerce-focused content realms. As a writer, speaker, and marketer, Phillip has spent decades shaping brands and e-commerce businesses, guiding them from $10 million to $100 million and beyond.

Brands are vying for consumer attention online, but trends have become relative to specific audiences. As consumers are overwhelmed by purchasing choices and brands seek differentiation, holidays and other cultural events have become perpetual marketing campaigns. How does this relentless pursuit of relevance impact culture and commerce, and how can brands contribute to this discourse?

With diverse cultural experiences under his belt, Phillip Jackson recognizes the relationship between culture and commerce, maintaining that e-commerce brands shape societal culture and consumer behaviors. He says to embrace this fusion by incorporating cultural motifs into your branding strategy to resonate with consumers and foster a stronger connection. You can also leverage archetypes to craft engaging brand narratives. Since culture has become commoditized, structuring marketing campaigns to align with societal changes and cultural movements is crucial to expanding your influence. 

In the latest edition of the Up Arrow Podcast, Phillip Jackson, the Co-founder of Future Commerce, joins William Harris to discuss the dynamics of commerce as an integral part of culture. Phillip shares how to maintain relevance in a trend-driven market, how e-commerce can reignite the humanities discipline, and how Buy Nothing groups impact consumerism.

Phil Rosen is an award-winning journalist, author, and the Co-founder and Editor of Opening Bell Daily, an independent news and research outlet. As the former Senior Reporter at Business Insider, he has a passion for finance, market trends, content creation, and community building. Phil is also the Founder of the Creative Journalists Club, where he hosts dinners and events for media professionals in New York City. Additionally, he is a prolific blogger who focuses on personal growth and career guidance. 

What does it take to stand out in a society bombarded by content and fleeting attention? With the media landscape shifting, strategies that once helped professionals gain media acclaim are no longer viable. How can you maximize your influence in your sector?

Having left a corporate news outlet to launch an independent media venture, Phil Rosen is knowledgeable about the changing landscape of media and content creation. He notes that leveraging industry insights and market trends in your discipline enables you to adapt and capture emerging opportunities in your business. To maximize your presence and gain visibility, it's crucial to regularly create and share content, interact with your audience, implement their feedback, and establish connections with media professionals to make the most impact in today's attention economy.

In this week’s Up Arrow Podcast episode, William Harris chats with Phil Rosen, the Co-founder and Editor of Opening Bell Daily, about the art of corporate storytelling and influence. Phil shares editorial strategies, the importance of media relationships, and the essential elements of personal branding.

Michael Markesbery is the Co-founder and CEO of OROS Labs, a game-changing material technology company. His leadership and drive for innovation have propelled OROS Labs to create some of the most advanced thermal materials on the planet. Recognized as a Forbes 30 Under 30 winner, Michael developed Solarcore®, a technology leveraging aerogel's properties to transform insulation in multiple industries.

Many industries struggle to maintain optimal heating and cooling. Poor insulation in everything from coats to industrial buildings has created a need for more advanced technology. What does it take to become a cross-industry leader in revolutionary technology and innovation?

When climbing the Swiss Alps during a college backpacking trip in Europe, Michael Markesbery found he couldn’t stay warm without layering coats. Realizing the insufficiency of insulation in the apparel industry, he set out to develop versatile technology using aerogel to provide insulation for clothing, buildings, and vehicles. Michael demonstrated the technology’s use by creating a jacket that could withstand the below-freezing temperatures of liquid nitrogen, allowing him to demonstrate the product’s unique value in a memorable way for consumers. By differentiating his products from the mass market, Michael cultivated a strong company and transformed the industry.

In this episode of the Up Arrow Podcast, William Harris invites Michael Markesbery, the Co-founder and CEO of OROS Labs, to speak about turning a multi-industry problem into cutting-edge solutions. Michael shares how he recruited materials engineer Jeff Nash, his journey from a zoologist to a materials scientist, and how he obtained his pilot’s license.

Linda Bustos is the Founder and Content Creator at Ecom Ideas, a platform dedicated to unveiling the latest UX and technical trends in the e-commerce industry. In her role, she sources and publishes in-depth insights for digital marketers, product managers, and designers, including a comprehensive weekly newsletter. Having served as the Director of Digital Content Strategy at Elastic Path, the VP of eCommerce at CorporateGift.com, and the Founder and eCommerce Consultant at Edgacent, Linda has a wealth of experience in creating compelling online shopping environments.

eCommerce businesses must juggle multiple trends, new technology integrations, and sales strategies alongside evolving consumer demands and preferences. How can you elevate your online store with creative approaches to drive sales?

With deep involvement in various facets of content creation, Linda Bustos understands how to curate shopping experiences for diverse customers. You can leverage interactive digital shopping to allow consumers to view products in multiple settings. For instance, some apparel brands allow customers to select product models based on their unique body types, simulating in-store fitting experiences. Similarly, implementing visual searches to provide alternatives to out-of-stock items mitigates lost sales opportunities and increases customer retention while offering product finder quizzes personalizes the user experience and increases conversion rates.

In this episode of the Up Arrow Podcast, William Harris meets with Linda Bustos, the Founder and Content Creator at Ecom Ideas, to talk about e-commerce innovation through strategic website integrations. Linda breaks down the importance of detailed product data, the integration of UX design practices, and the constant evolution required to keep up with industry trends.

Jessica Curdi is the Vice President of Digital Marketing at The Beauty Bank, an innovative beauty brand holder leading digital marketing strategy across a portfolio of emerging brands. As a seasoned digital marketer, she has over 15 years of experience in the fashion and beauty industry, having worked with consumer brands, including StriVectin, L’Oreal, and Warp + Weft. Jessica specializes in brand awareness, customer acquisition, and fostering retention and loyalty.

Are revenue plateaus in your e-commerce business holding you back? Implementing foundational digital marketing strategies may be the key to unlocking explosive growth.

With iOS 14.5 altering the way companies collect consumer data, digital marketing remains a top challenge for many brands. Digital marketer and e-commerce maven Jessica Curdi insists on returning to the basics of marketing, stating that structuring your strategies around profitable growth areas can help you scale effectively. Once you’ve established a stable foundation, you can begin integrating brand storytelling with performance marketing to communicate your brand’s and product’s benefits to your customers. Throughout each growth phase, retain customers by tracking their journey through multi-touch attribution. No matter which marketing strategy you employ, Jessica advises continuously testing and analyzing marketing campaigns to refine your strategies.

In today’s episode of the Up Arrow Podcast, William Harris chats with Jessica Curdi, the VP of Digital Marketing at The Beauty Bank, about the role of digital marketing in brand growth. Jessica explains the necessity of a solid analytical approach in marketing, foundational work on marketing strategies, the significance of customer retention, choosing an ideal marketing agency, and the evolution of digital marketing post-iOS 14.5.

Tim Calise is the Managing Member of Acote Consulting, where he helps growth-minded business owners drive value. He is also the President of Coaching at Wealth Without Wall Street, an online community reeducating individuals and entrepreneurs about money and wealth. 

As Alex Hormozi’s former “number two” at Gym Launch and the Co-creator of the AI-driven SaaS platform ALAN, Tim has a track record of driving rapid growth. With over 20 years of experience helping entrepreneurs achieve financial freedom and business acumen, he hosts the Leveling The Field podcast.

What strategies propel businesses from mediocrity to industry domination? The key often lies in how the strategies are executed. Could a shift in approach be as transformative as the tactics themselves?

Having worked alongside business mastermind Alex Hormozi to build growth-minded enterprises, Tim Calise has developed calculated processes for growth and profitability. His proprietary “Product Profit” framework involves reassessing your product’s offerings to align with customer preferences and market demands, shifting your focus from immediate profit to lifetime value considerations. Additionally, Tim recommends making small, strategic decisions to foster innovation, adaptability, and efficiency. By evaluating and streamlining each operation, goal, and approach, you can drive long-term growth and sustainability.

In this episode of the Up Arrow Podcast, William Harris invites Tim Calise, the President of Coaching at Wealth Without Wall Street, to speak about building robust, service-based businesses. He explains the importance of financial freedom, his characteristics of success, and how to leverage offers to boost customer acquisition and retention.

Robb Akridge (Dr. Robb) is the Founder and CEO of REA Innovations, Inc., the creator of the skin care brand OPULUS Beauty Labs. The brand has been recognized by TIME as one of the top 100 inventions of 2021. As a multifaceted scientist with expertise spanning botany, HIV/AIDS research, and skincare technology, Dr. Robb began his entrepreneurial journey with Sonicare toothbrushes and later co-founded Clarisonic, a brand that transformed the beauty industry.

Consumers have become increasingly savvy about their purchases, demanding product transparency and authenticity. Yet too much information can be overwhelming, especially with science-based products. In this case, the science behind the products should be communicated simply and effectively. Does simplification compromise the products’ integrity?

Scientist, innovator, and business executive Robb Akridge understands how to transform complicated scientific concepts into compelling, consumer-friendly narratives that educate and captivate customers. When distilling complex information into easily digestible material, he emphasizes clear communication, visual storytelling, and tapping into shared human experiences to resonate with consumers and increase product appeal. You can also leverage influencers to introduce products when the market is primed and convey benefits that shape consumer perspectives.

Tune in to this episode of the Up Arrow Podcast as William Harris chats with Robb Akridge, the Founder and CEO of REA Innovations, Inc., about bridging scientific complexity and consumer appeal. Dr. Robb sheds light on the intricacies of marketing, the effectiveness of influencers, and the critical role of timing in product popularity.

David Wachs is the CEO and Founder of Handwrytten, a company bringing a modern twist to traditional communication through automated handwritten notes. As a seasoned entrepreneur, he founded Cellit, a text messaging company providing innovative communications solutions to leading brands. David is also a frequent speaker on messaging technology and has presented for the Direct Marketing Association, the Advertising Research Foundation, and other notable organizations.

What does it take to make your customers lifelong fans of your brand? Sometimes, going back to the basics is all you need to win over your customers in a digitalized market.

David Wachs, a communication brand builder, emphasizes the value of personalized communication, like handwritten notes, to stand out in the digital age. This demonstrates appreciation and lets your customers know they’re top of mind. Additionally, owning up to your mistakes and going above and beyond for the customer can turn negative experiences into positive ones and improve lifetime value. Producing valuable content, creating a cadence for communication, giving consumers choices, and providing a channel for feedback allows customers to feel in control and valued.

In this Up Arrow Podcast episode, William Harris welcomes David Wachs, the Founder and CEO of Handwrytten, to discuss personalized customer communication. David explains how augmented reality impacts the buyer’s journey, his journey to entrepreneurial success, and why he utilizes meditation and hypnosis for stress management.