Will Burns

Since everyone is *still* busy posting 2025 predictions and 2024 wrap-ups, no one will see me post this AI-enabled leadscoring infographic! 💡 Signal quality is one of the most important foundations of AI-enabled performance marketing. ❓ How can we make sure that we're optimizing towards quality and not just quantity? LinkedIn has terrible image compression so if you want the full version comment "quality" and send me a connection request!

38

8 Comments

The hard truth is that markets have ebbs and flows, and leaders must meet any given moment with the action it demands. #GoodBetterBastBrand wearebast.com https://loom.ly/2MEkTFc

1

New York Ave’s brand strategy is thought up and designed by humans, not A.I. We begin by getting to know your customers, industry, and mission. Then, our team builds a roadmap that guides our continuing work to disseminate branded content among your audience. Lastly, there are several steps in the process to ensure that every message is infused with strategy that traces back to your primary objectives. This is not a B2C, B2B, or B2B2C process…it’s P2P, person-to-person. Partnering with New York Ave means talking with people who understand people and thus, have the unique ability to formulate messaging so that it clicks. Let’s talk: https://buff.ly/4cPQM28 #NewYorkAve #FullService #MarketingAgency #DigitalMarketing #CentralFlorida #BrandDevelopment #WebsiteDesign #SocialMediaManagement #EmailMarketing #MediaProduction #SEO #SearchEngineOptimization #ManagedMarketing #OutsourcedMarketing #MarketingServices

3

New Podcast - Convert with Confidence: Industry Standards Is "good enough" really enough? In our first episode of our new series, Adriana Wertheimer and I discussed how marketers can create their own benchmarks and push past industry averages. Discover how to confidently convert with tailored standards that work for your brand. Listen to the full conversation here: https://shorturl.at/1EvxW #Marketing #Podcast #ConvertWithConfidence #MarketingStrategy

6

NEW VIDEO DROP! How Video Pitches Can Attract More Project Leads Discover how video pitches can be a game-changer for attracting new project leads. Learn strategies to craft compelling pitches that showcase your expertise, grab attention, and increase your conversion rates. Start turning prospects into clients with the power of video! https://lnkd.in/ebC6Tm_y #VideoMarketing #LeadGeneration #BusinessGrowth #video #marketing

6

Listen to my advice as to how #fractionalcmos can help find business and marketing sweets spots...read more info here: https://lnkd.in/eewgMv4z

5

Gartner reports that marketing budgets are falling and most CMOs are banking on AI saving the day. But what are marketers giving up when they join this race to the bottom? Of course, we cannot lose sight of the transactional part of the funnel, but at some point you have to give people more than a rational reason to engage with a brand at the risk of commoditization. At @Firehouse, our approach has been to lean in even further into what we do best — strategy and creative — while sacrificing our media-buying department. We don’t need to handle all a big client’s business. We have to bring our care, thought, and creativity into every campaign, even the ones that go up one minute and disappear the next. I am not opposed to using AI. It’s about finding the right balance. Developing people’s affinity with a brand for long-term loyalty is the job of a good creative agency and precisely what AI doesn’t do well. Creativity and efficiency can be complementary. Just don’t hand over all your power and responsibility to the tool. #AI #machinelearning #Firehouse #creativity #agencies #marketing #advertising #efficiency

25

6 Comments

Are you in the branded merch space and a member of NEPPA? Have you ever wondered how pursuing your passions could transform your personal and professional life? If so, join me at the New England Promotional Product Association (NEPPA) Winter Expo on January 27 in Hartford! Let me share a bit about my journey: "Balancing a career while caring for my father through his Alzheimer’s journey was the greatest burden—and the greatest blessing—of my life. Chronicling that experience in my book, Ten Days With Dad, ignited a passion for writing that transformed both my personal and professional life. The more I wrote, the more productive and focused I became at work, and my sales began to rise. Research supports what I experienced firsthand: pursuing passions fuels creativity, reduces burnout, and enhances performance." During my session, we’ll explore how making time for your passions—even in small ways—can: ✅ Spark creativity ✅ Boost focus and productivity ✅ Reduce stress and burnout ✅ Drive business success By integrating what you love into your daily routine, you’ll find greater happiness and even grow your bottom line. 📅 Date: January 27, 2025 🕘 Time: 9:00 AM 📍 Location: Sheraton Hartford South Hotel, Rocky Hill, CT 👉 Register Now: (Your company must be a member/affiliate of a Regional Association, PPAI, PPAI Qualified Non-member Distributor, SAGE, or ASI. For details, email [email protected].) I can’t wait to connect with you and show how passion projects can fuel success in all aspects of life. #PassionProjects #ProfessionalGrowth #PromotionalProducts #Leadership #Inspiration #NEPPA

3

New Open Market episode featuring Jay Friedman, CEO of Goodway Group. This one’s packed with insights for anyone in ad tech, agencies, or media. Key Highlights: -Why Jay believes marketing belongs at the top of the boardroom agenda. -Goodway Group's incredible 95-year history and evolution. -How Jay’s perspective on remote work has shifted. -The critical role of incrementality in proving marketing’s value. -Smart advice for ad tech CEOs on how to effectively sell to agencies. As always, expertly guided by Joe Zappa. Check it out—link in comments.

67

5 Comments

Programmatic is problematic---> Precision targeted, cost efficiency, real-time optimization? What well-raised marketer wouldn’t hitch their wagon to that runaway train of goodness? Find out here: https://lnkd.in/enva2NVf #marketingtips #marketingagency #integratedmarketing #aimhigher

6

I really enjoyed this Mi3 podcast episode featuring Toby Harrison and Dan Krigstein discussing their new research, "The Influence Code." They are critical of modern marketing, identifying declining effectiveness as the inevitable result of an overreliance on narrow metrics and a misunderstanding of influence. Toby and Dan propose a new framework based on a more nuanced understanding of influence, which includes information, authority, community, and affinity. They unpack the idea in the context of actual consumer behavior and societal trends. https://lnkd.in/eAEFJD_T

3

Came across this post by CMO Steve Hardy that addresses spray-and-pray vs. sales/marketing aligned pipeline discipline. There needs to be more of this thinking. It is the path to sanity and to sustainable value creation in GTM. A good read.

8

1 Comment