Right Side Up

B2B buyer journeys are messy, but your attribution doesn't have to be! On Wednesday 1/28, join Kevin Lord Barry from Right Percent and Alex Biale from Domestique to learn how high-performing teams are doing it differently. You’ll learn how to: • Define what attribution should (and shouldn’t) answer • Choose the right models for your buyer journeys • Spot common measurement mistakes before it's too late • Use AI where it ACTUALLY adds value 👉 Save your seat: https://hubs.la/Q03_87W50

🤖 AI is here to stay. Is your team ready for it? Are you? Whether or not your product uses AI, your team needs to know how to work with it. On this episode of Growth Talks, Vanessa Hope Schneider joins our own Tyler Elliston to break down why adapting to AI is a non-negotiable today. She also breaks down how marketing leaders can help their teams build real, usable skills (i.e., not just experimenting for the sake of it). Watch the clip to get her definition of what it means to be a more technical marketer in the AI age. Bonus: her flawless use of "irrespective." (🗣️"Irregardless" is not a word, people!) And, of course, make sure to check out the full conversation: https://hubs.la/Q03-_gY50

Are “safe” channels actually safe? 🤔 When the pressure’s on, teams often retreat to what feels predictable—tried-and-true channels like paid search or email. But while those safe channels capture demand well, they don’t always create it. Learn how to break out of this habit, with tips and a framework to drive incremental growth, featuring insights from Nikki Jackson (Gusto), Jacob Orbach-Smith (Headway), Alexandra Bacchus (Bilt), and Matthew Wynne (Right Side Up). Read the full article ➜ https://hubs.la/Q03-NrpH0

Are you a marketer on the job hunt right now? There's one major red flag you need to avoid, according to Julia Steele. 🚩 “It’s a major red flag for me if somebody doesn’t negotiate. I want to hire hustlers.” Especially for younger marketers (and women): make the ask. Do your research so it's defensible, but make the ask. Julia adds that "even if it's 5%, a lot of companies have it built in." On this Growth Talks episode, she also covers: 📊 How to use research + qualitative insights to inform customers decisions 📚 Using storytelling as a strategy tool in your branded content 🗣️ Being more deliberate about your CTAs. Watch in full: https://lnkd.in/gThTQeBd

🔥👀 Hot take: Clicks ≠ impact (and it’s always been true). We’ll elaborate more in our upcoming webinar + share a few other controversial (but defensible) takes that will level up your 2026 strategy. Featuring: Kevin Lord Barry, Co-Founder, Right Percent Amy Scanlon, GM, Affiliate Marketing Practice, Right Side Up Sterling Beck, VP, Demand Generation, Customer.io Vincenzo Balistreri, Executive Marketing Consultant Save your seat! https://hubs.la/Q03ZTsGf0

Need help sorting priorities for 2026? We've compiled some of the best CMO insights we got on Growth Talks last year—you won't want to miss this episode!

Unpopular opinions: 📉 Clicks are overrated. 📥 Gated content isn’t dead. To get the rest of our spicy (but defensible) takes for 2026, you’ll want to catch our B2B Marketing Hot Takes webinar on Wed 1/14, featuring: Tyler Elliston (Founder, Right Side Up) Amy Scanlon (GM, Affiliate Marketing Practice, Right Side Up) Sterling Beck (VP, Demand Generation, Customer.io) Kevin Lord Barry (Co-Founder, Right Percent) Save your seat: https://lnkd.in/gte5phVM

What’s the biggest marketing challenge you’re preparing for in 2026? Whether it’s integrating AI into your daily workflow, refining your brand-performance mix, or finding new ways to empower your team, this special episode of Growth Talks with Krystina Rubino might have the answers you’re looking for as you navigate change in the new year. We’ve selected our favorite CMO insights from this season to give you a practical and honest look at how today’s marketing leaders are thinking ahead, with key strategies every marketer will want to use. You’ll hear advice from:  • Tamara Mendelsohn, COO at Overstory & former CMO at Eventbrite  • Jaleh Bisharat, former fractional CMO at Skillshare  • Katelyn Watson - Talkspace CMO at Talkspace  • Aaron Magness, CMO at Full Glass Wine Co.  • Cate Lochead, CMO at Bentley Systems  • Matt Gehring, CMO & Advisor 🎧 Catch the full episode: https://lnkd.in/gsbwUH2Z #GrowthMarketing #BrandStrategy #ProductMarketing #CMOInsights #MarketingLeadership

Want to build brand loyalty that lasts? It starts with treating customer insight as a core strategy. This week on Growth Talks, Matt Gehring, CMO & Advisor, shares how he and his team leveraged Rothy's first physical retail store to create a direct customer feedback loop the brand had never experienced before. Some brands stop at data collection, but Matt’s team transformed those insights into fuel for paid acquisition, retention, site optimization, and product strategy. If you’re building marketing from the ground up or helping a brand scale, check out this episode for actionable lessons that will set your team up for success. 🎧 Catch the full conversation: https://hubs.la/Q03YYRHx0

Affiliate can do a lot more than "just" drive conversions these days. Our latest work with Homebase is a great example of what happens when you design for both performance and LLM visibility. 🔥