MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Influencer Marketing Graduating to the Boardroom
Release Date: April 16, 2025

Introduction

In this episode of the MarTech Podcast™, host Benjamin Shapiro engages in a deep conversation with Christian Ashlock, the Senior Director of Product Marketing at Branch. The discussion centers around the evolution of marketing measurement and the optimization of organic marketing channels, providing valuable insights for marketers aiming to balance traditional and digital strategies to drive business growth.

Measuring and Optimizing Marketing Strategies

Benjamin Shapiro initiates the conversation by highlighting the transition from the traditional "Mad Men" era of marketing, which focused on broad awareness and long-term brand building, to the contemporary digital landscape where real-time conversion metrics dominate. He emphasizes the need for a balanced approach that incorporates both long-term and short-term perspectives.

[02:02] Christian Ashlock: "You need a blend of both. You need to be able to look at the long view and understand what is right in front of you and take one step at a time."

Christian Ashlock concurs, underscoring the importance of integrating both traditional and digital measurement techniques to obtain a comprehensive view of marketing effectiveness.

Optimizing Organic Marketing Channels

The conversation shifts to the challenges and strategies associated with optimizing organic marketing channels—a domain that often receives less budget and attention compared to paid advertising. Christian Ashlock offers practical advice on enhancing user experiences and measuring the effectiveness of organic channels.

Key Strategies Discussed:

1. Ease of User Action:

   • Christian Ashlock stresses the importance of making it effortless for users to take desired actions, such as sharing content or navigating links.

     [02:52] Christian Ashlock: "Are you making it easy for the user to take the action you want them to take or the action that they're trying to take?"

2. Built-in Measurement:

   • Incorporating measurement tools from the outset to track user interactions and gather actionable insights.

     [02:52] Christian Ashlock: "Did you build measurement in from the start? Can you tell when people take those actions?"

3. Continuous Optimization:

   • Treating organic channels with the same rigor as other marketing channels by investing in testing and iterative improvements.

     [02:52] Christian Ashlock: "Think about them just like you'd think about any other marketing channel where you're doing investments, running tests, and always kind of improving the experience."

Case Studies: IMDb and Etsy

To illustrate effective optimization of organic channels, Christian Ashlock provides concrete examples from major brands like IMDb and Etsy.

IMDb's User-Friendly Approach

IMDb exemplifies how to balance user experience with business objectives. Instead of employing intrusive pop-ups requiring users to download the app to access information, IMDb opted for a seamless experience.

[08:51] Christian Ashlock: "They showed folks the information and then they tested different little banners they could put at the bottom that they could actually make relevant and customized per users."

This strategy ensures that users receive the information they seek without disruption, thereby enhancing user satisfaction and loyalty.

Etsy's Post-Purchase Engagement

Etsy employs a non-intrusive method to encourage app downloads by targeting users post-purchase rather than interrupting their browsing experience.

[10:01] Christian Ashlock: "After you made that purchase and you were on your checkout page, they said, hey, I know you're excited to get the stuff you just bought. Do you want to track your shipment?"

This approach aligns the marketing message with the user's immediate experience, offering value without hindering the purchasing process.

Balancing Short-Term and Long-Term Marketing Goals

Benjamin Shapiro and Christian Ashlock delve into the critical balance between short-term tactics and long-term brand building. Shapiro emphasizes the importance of not just chasing immediate conversions at the expense of the overall brand relationship.

[12:03] Christian Ashlock: "Having that long term view from a very tactical measurement, why is it something you can do if you have signed in users?"

Christian Ashlock advocates for leveraging first-party data to gain insights into customer lifetime value, enabling marketers to make informed decisions that benefit both immediate goals and sustained growth.

[12:03] Christian Ashlock: "Do you understand their lifetime value? Do you see their purchase history, their interactions so that every person that shows up to your site or app isn't an anonymous person."

This holistic approach ensures that marketing strategies contribute to building lasting customer relationships rather than merely extracting short-term gains.

The Intersection of Art and Science in Marketing

Concluding the episode, both hosts reflect on the dual nature of marketing as both an art and a science. They stress the necessity of creativity in crafting engaging content alongside the technical acumen required for effective measurement and optimization.

[13:11] Benjamin Shapiro: "When you're thinking about what type of products and services and what the relationship you want with a customer, think about the experience and think about some of your optimization techniques and just generally what it means to the customers as they're going through your purchase funnel."

This synthesis of creative and analytical thinking is portrayed as essential for mastering modern marketing strategies that resonate with customers while driving business objectives.

Conclusion

This episode of the MarTech Podcast™ offers a comprehensive exploration of evolving marketing measurement techniques and the optimization of organic channels. Through insightful dialogue and real-world examples, Benjamin Shapiro and Christian Ashlock provide marketers with actionable strategies to enhance user experiences, effectively measure outcomes, and balance short-term achievements with long-term brand growth.

For more insights and resources, listeners are encouraged to visit martechpod.com and connect with Christian Ashlock on LinkedIn or Branch's website at Branch IO.

Notable Quotes:

• Christian Ashlock [02:52]: "Are you making it easy for the user to take the action you want them to take or the action that they're trying to take?"

• Christian Ashlock [08:51]: "They showed folks the information and then they tested different little banners they could put at the bottom that they could actually make relevant and customized per users."

• Benjamin Shapiro [12:03]: "When you're thinking about what type of products and services and what the relationship you want with a customer, think about the experience and think about some of your optimization techniques."

This summary encapsulates the core discussions and insights from the episode, providing a valuable resource for marketers seeking to enhance their strategies through effective measurement and optimization of organic channels.