Podcast
Revenue Boost: A Marketing Podcast
Hosted by Kerry Curran · EN
The rules of growth have changed. Has your revenue engine kept up?
Driving revenue has never been harder. Budgets are tighter, buying journeys are longer, and competition is fiercer. That’s why the leaders who win today aren’t relying on random acts of marketing— they’re building scalable revenue engines that align brand, demand, and sales into one system of growth.
That’s exactly what you’ll learn here. Revenue Boost: A Marketing Podcast is your executive playbook for turning marketing into measurable revenue. Each episode is a fast-moving, insight-packed conversation with CMOs, CROs, founders, and operators who’ve already cracked the code. They share proven frameworks, demand-gen tactics, pipeline acceleration strategies, and attribution models you can put to work immediately.
What you’ll walk away with:
- How to transform brand equity into booked revenue
- Account-based marketing and RevOps plays that shrink cycles and spike win rates
- AI, SEO, and data strategies that keep your engine competitive in a generative-AI world
- Customer, event, and content strategies that build trust and scale pipeline
- Leadership insights for building durable, predictable growth engines
With 1.7M+ downloads, this show is already fueling growth for leaders across SaaS, B2B, and beyond. If you’re a CMO, CRO, founder, or revenue-focused executive, this podcast gives you the competitive edge to not just keep up, but pull ahead.
Follow Revenue Boost: A Marketing Podcast on Apple, Spotify, or YouTube today, and get the next revenue playbook before your competitors even know it exists.
22episodes
Episodes
Newest firstAll episodes
Unlocking Marketing Impact: Amplifying Revenue through Cross-Functional Collaboration
Dec 24, 202400:29:54Tap to summarizeWelcome to Revenue Boost: A Marketing Podcast, where business leaders turn for actionable strategies to fuel growth and drive results. I’m your host, Kerry Curran. With over 20 years of marketing agency experience driving client business growth I now run RBMA: Revenue Based Marketing Advisors where we help businesses like yours effectively scale revenue growth. Visit RevenueBasedMarketing.com or connect with me on LinkedIn! Today, we’re exploring how marketing can be a transformative force in fostering cross-functional alignment to achieve strategic business growth in Unlocking Marketing Impact: Amplifying Revenue through Cross-Functional Collaboration. Joining me is Amy Winner, a marketing powerhouse with over 25 years of experience spanning agency leadership, startup innovation, and co-founding Wheels Up Collective, a full-stack boutique marketing agency. Amy’s expertise lies in designing marketing strategies that not only deliver results but also create seamless integration between product, sales, and customer success teams.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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Modern Go-to-Market Tactics: Insights for Scalable B2B Growth
Dec 19, 202400:25:27Tap to summarizeTo build a truly effective go-to-market strategy, you can’t be everything to everyone—you have to find your focus. Start with refining your Ideal Customer Profile (ICP) by identifying the key personas, their unique pain points, and the challenges they’re trying to solve. Then, align your messaging and tactics to resonate directly with their needs. Choose just two key channels to start—whether it’s LinkedIn ads for B2B or industry events for networking—and focus on mastering those. It’s not about doing it all—it’s about doing it right, strategically and with purpose, to drive real, scalable results. - Heidi Hattendorf To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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Scaling B2B Success: Harnessing Modern Marketing and Digital Strategies for Growth
Dec 17, 202400:30:49Tap to summarizeOne of the biggest mistakes I see in B2B marketing is skipping foundational strategy for quick tactical wins. For example, companies might jump straight into running ads on LinkedIn or Google without first understanding their buyers or building a cohesive brand experience. Without that groundwork, even the best campaigns can fall flat. It’s always better to start with a strong strategy that aligns messaging, audience, and goals before diving into execution. - Terri Hoffman, founder and CEO of Marketing Refresh To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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LinkedIn Expert Advice: Driving B2B Growth with High-Impact Content
Dec 16, 202400:28:24Tap to summarize"People follow people before they follow brands. In today’s crowded market, where competition is fierce and sales cycles are getting longer, the key to standing out is showcasing the unique value of your people. Highlight their expertise, passion, and perspectives through authentic, high-impact content. Thought leadership isn’t just about building awareness; it’s about earning trust and creating meaningful connections that drive action across the entire funnel. When your audience sees the real people behind your brand, they’re more likely to trust your company, explore your offerings, and ultimately choose you over competitors." Pirna Virji, Principal Consultant & Global Program Manager at LinkedIn To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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Creating Marketing That Sticks: Lessons in Balancing Data, Emotion, and Long-Term ROI
Dec 11, 202400:36:53Tap to summarizeGreat marketing isn’t just about data or emotion—it’s about finding the perfect balance. The data provides the roadmap; it shows you where you’re winning and where you’re falling short. But without an emotional connection, your brand becomes just another transaction, easily forgotten. The most successful companies understand this balance—they use data to guide decisions but invest in storytelling and brand building to create something that sticks with their audience. If you’re only chasing short-term wins like ROAS or quick revenue, you’re sacrificing the long-term loyalty and growth that truly make a brand sustainable. To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth.One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set.To grow revenue, companies must excel across four critical stages:✅Awareness: They must have heard of you✅Affinity: They must like you and believe you can solve their challenges✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering:- Increased high-quality lead volume- Shortened sales cycles- Improved close ratesI'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies.Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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Think Like a Brand: Strategies for Publisher Growth and Engagement
Dec 9, 202400:32:25Tap to summarize"Publishers need to think like scrappy consumer brands—focus on creating content that excites and engages your audience, whether it's through thematic newsletters, short-form videos, or leveraging user-generated content. The key is to work smarter, not harder. Repurpose assets, test new channels like TikTok, and build authentic relationships by putting a human face to your brand. If you prioritize driving value for your audience, the traffic, engagement, and revenue will follow. - Greg Rollett, Head of Growth at The Grommet Welcome to Revenue Boost: A Marketing Podcast, the most valuable podcast for business leaders who need a boost in revenue and business growth. I'm your host, Kerry Curran. With over 20 years of marketing agency experience driving client business growth I now run RBMA: Revenue Based Marketing Advisors where we help businesses like yours effectively scale revenue growth. Visit RevenueBasedMarketing.com or connect with me on LinkedIn! In this episode, titled ""Think Like a Brand: Strategies for Publisher Growth and Engagement"", I sat down with Greg Rollett, Head of Growth at The Grommet to unpack transformative ideas for publishers and marketers alike. With recent changes to the google algorithm, publisher and commerce content websites need to work even harder to drive traffic volume and audience engagement. To be successful, they need to pivot their strategies and think more like the brands that they partner with and less like an old publisher. Greg and I discuss the successful and innovative and engaging strategies he has spearheaded in his time at The Grommet. From turning email lists into powerful media assets to adopting a scrappy, brand-first mindset, this conversation is packed with actionable insights. Whether you're navigating the challenges of organic traffic, exploring the world of commerce content, or working towards strengthening authentic connections with your audience, this episode delivers a roadmap to success. Don’t miss these proven strategies for growth and engagement in today’s ever-changing digital landscape. "To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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The Social Commerce Revolution: Building Revenue with Influencers and TikTok Shop
Dec 6, 202400:28:26Tap to summarize"In this episode of Revenue Boost: A Marketing Podcast, titled The Social Commerce Revolution: Building Revenue with Influencers and TikTok Shop, host Kerry Curran dives deep into the exciting world of social commerce with Vinod Varma, CEO and co-founder of Creator.co. Together, they explore how platforms like TikTok Shop are reshaping the way consumers discover and purchase products, and how brands can leverage the power of influencers to drive meaningful revenue growth. Vinod shares his insider insights on building effective influencer campaigns, the importance of fostering authentic ambassador relationships, and why creating top-of-funnel awareness is critical for success. You'll also hear his take on the latest trends in social commerce, including AI's impact on marketing efficiency, TikTok's growing dominance, and the game-changing potential of live-stream shopping. Whether you’re a business leader looking to unlock new revenue streams or a marketer eager to stay ahead of the curve, this episode is packed with actionable strategies to help you thrive in the ever-evolving world of social commerce."To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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Mastering Influencer Marketing in Regulated Industries: Navigating Compliance, Aligning Brand Goals, and Driving Success
Dec 5, 202400:25:42Tap to summarizePodcast Guest: Joelle MoroneyHost: Kerry CurranTitle: Mastering Influencer Marketing in Regulated Industries: Navigating Compliance, Aligning Brand Goals, and Driving SuccessKerry Curran, RBMA (00:01.067) And welcome Joelle, please introduce yourself and share a bit about your background and extensive experience.Joelle Moroney (00:08.724) Hi, Kerry. So great to be here today. Joelle Moroney, CEO of Creator Collective. We are an advisory boutique firm working with creators, empowering creators, curating technology, as well as a global brand strategy for social impact.Kerry Curran, RBMA (00:26.081) Excellent. So I know, Joelle, you've been in the, you've had a front row seat really in the, to the evolution of influencer and creator and ambassador strategies. So share a bit about what you've seen and how it's changed.Joelle Moroney (00:42.996) Absolutely. So thanks for that tee-up for sure. Starting in, what I would call the first-gen version of influencer marketing in the creator economy with Timing and Conde Nast whereby it was at the time more celebrities and editors that were endorsing and or promoting the best in the breed for services and products through editorial and thought leadership.I was lucky enough to be with InStyle, RealSimple, and Gourmet at the time. And then evolved into analytics, right? Because we all have to monetize the work that we do, which is of course a revenue boost platform. And in doing that, I went into what was cutting-edge technology with Data Zoo which was acquired by Roku, as you may know. And then also of course Yahoo. So.Now here we are fast forward into what I would call 2.0, 3.0 creator version with influencer marketing. I feel that this will continue to proliferate the marketplace as we're looking to have influencers and creators tell brand stories in a very authentic manner that lands with their audiences.Kerry Curran, RBMA (01:55.821) Yeah, so as you've seen the explosion in the 2.0, as you said, what has been the most exciting to you?Joelle Moroney (02:04.268) Well, when I look at this, I think it's more about the fact that we're all creators in our own right. And it's also about letting authentic voices ring clear in verticals that we all care about, whether it's finance, food, travel, technology, there are ways to lean in and learn more about the best places to go, the best places to eat, the best guidance and principles in terms of your investments. We know for a fact that people are now leaning on TikTok and Instagram for advice with their healthcare as they are with their finances. So this is a very powerful platform and the accrued economy is starting to drive not just Fortune 500 companies, but also smaller companies as well.Kerry Curran, RBMA (02:56.237) No, excellent. And you're right. We've seen just how prevalent and pervasive really the TikTok people are getting your rate, financial advice, and healthcare advice. When I was involved with some research last year and actually a number one source reported that, in the survey, the number one source for information related to financial services was actually influencers. So at first, it made me a little bit nervous.Because obviously, you don't want your Tick-8, you know, just a TikTok celebrity giving you investment advice, but then realizing, you know, it looked into it more and it's, there's so much even just general 101, let's get, you know, Dave Ramsey type of, let's get your finances in order type of, type of content out there that is useful, valuable and beneficial.And to your point, having that, the brand kind of drives that conversation or builds the framework for that conversation can be so powerful for brands, financial institutions that want to build those connections with those audiences that are consuming that information and trying to learn and change their financial road. |Talk about, so I love about kind of what your POV and your experience, what you've, you've shared with me is really how you help those kind of more highly regulated brands and institutions build those influencer strategies through that really authentic brand storytelling through brand ambassadors. So share a bit of how you build that framework and kind of start to make sure that you're helping brands connect and drive that audience engagement.Joelle Moroney (04:59.05) Absolutely. So just Kerry, there is a little lag. I don't know if it's on your side or my side with the wifi. You were freezing up a couple of times.Kerry Curran, RBMA (05:04.535) Yeah, it's okay, it'll be okay. It downloads to your computer and then.Joelle Moroney (05:07.606) Okay, cool.Yeah, so I'm glad you brought that up because I do specialize in highly regulated industries, financial services in particular, as well as healthcare. And I say that because there are very strict guidelines that the creators must adhere to, right? In terms of making sure that they are landing within the guardrails of the guidelines for the company. Also, FTC guidelines we have to be mindful of as part of that.And there are very experienced creators that we can curate to make sure that we know they are tried and true and also vetted properly within the selection. So I work with, again, empowering creators directly via talent agents and or creators directly that I have relationships with. Also curating different tech platforms that specialize in those particular areas to make sure that we are properly vetting these creators.It is important because what we're finding more than ever, the CFO and CEO are very concerned, especially in our economic and political environment, that the influencers are going to stay on brand reputation, which is critical, certainly with financial services and different guidelines. And when you're providing this sort of advice, whether it's medical and or financial, there have to be some disclosures.Kerry Curran, RBMA (06:25.177) Mm-hmm.Joelle Moroney (06:35.626) I found in my work with healthcare that there were often ISI guidelines that we would have to put through the feed, which may look like a sort of impediment to some of the actual creator flow, but it's part of the disclosure and it lands well. It's fine. The audience knows that that's an important constituent to that as well.Kerry Curran, RBMA (06:56.483) That's great. And so when you're working with brands, you want to make sure you're tying it back to everything based on their business objectives. know creator and influencer, it can be a shiny objective. We need to do this. I saw a TikTok is big, but talk about how you make sure it really kind of connects to that, that is what they're trying to achieve with their other marketing strategies.Joelle Moroney (07:17.804) Yes. Yes. So I did mention that first and foremost, we want to make sure that we are building out a strategy that is in direct alignment with the business objectives. And then also the key metrics for success. What do the brands care about? What are they being held accountable for? This is where ultimately the ROI comes in and certainly the revenue model. But what we will also do is build out a brand brief so that we are very clear on the targets, the personas, and who they're looking to reach.As well as the actual creator that will be representing the brand specifically. Then we look at the narrative that the client, in my case client, but a brand will want to make sure they're communicating to their audiences, keeping it tight and simple so that we are being very efficient with the creator's content and storytelling. The third element is looking at KPIs, right? Because we want to make sure that we're monetizing this and looking at the analytics.Often I recommend or we look at a hybrid KPI because we're looking to build out awareness, certainly with revenue boost in your platform, you're doing this regularly with different clients, but we're also making sure that we're monetizing this from a building a greater awareness, upper funnel, as well as lower funnel conversions. That said, that will also help predicate what type of creator and who we want to align with the brand because their following will help with the engagement.And for example, there are often brands that want to have awareness with a mega or a celebrity. Let's say Dunkin' Donuts, for example, with Charli D'Amelio. But then you're also going to want to have lower funnel conversion and have micro, and macro influencers who are regular customers at Dunkin' to share their story because we find call to action works well … Kerry Curran, RBMA (08:45.571) Yeah.Joelle Moroney (09:09.998) … when we have audiences that are super hyper-engaged with the micro and mega influencers.Kerry Curran, RBMA (09:17.261) No, that's great. And so you're working with the brand team at the, the, the marketing team and kind of brand lead at the con, the client side, and then building that brief, making sure you're aligned on the creators and the KPIs. And then, you know, talk about kind of how you help them navigate choosing the right creators or influencers to be part of the program?Joelle Moroney (09:43.466) Absolutely. So once we've identified all of the different sorts of framework elements, we then start to look at the influencer discovery process. And a lot of it can be a heavy lift on, certainly on my side, I have different constituents that I work with based on verticals specifically for experts. If we want a financial ex...
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The Authenticity Advantage: Driving Engagement and Revenue with Curated Creator Content
Dec 3, 202400:25:22Tap to summarizeIn this episode of Revenue Boost: A Marketing Podcast, titled "The Authenticity Advantage: Driving Engagement and Revenue with Curated Creator Content," host Kerry Curran speaks with Erin Gagnon, Managing Director of BrandCycle, about how brands can harness the power of creator-driven content to boost engagement and drive sales. They discuss how authentic, real-life product endorsements on platforms like Meta, TikTok, and YouTube outperform traditional ads by building trust and fostering stronger audience connections. Plus, they explore how performance-based models—using affiliate links, trackable codes, and measurable results—enable brands to align creator partnerships with revenue goals. This episode is packed with insights on leveraging authenticity to build credibility, enhance brand visibility, and achieve measurable growth.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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Full-Funnel Impact: Integrating Influencer Content Across Your Media Strategy
Dec 2, 202400:24:38Tap to summarizeIn this episode of Revenue Boost: A Marketing Podcast, titled Full-Funnel Impact: Integrating Influencer Content Across Your Media Strategy, host Kerry Curran talks with Jaime Cohen, Head of U.S. Influencer Marketing at GOAT agency, about the evolving power of influencer marketing. Jaime shares insights on leveraging creator content to fuel not only brand awareness but also lower-funnel conversions and sales. She reveals how brands can maximize their influencer investments by integrating this content across social, programmatic, digital out-of-home, and even retail media. Jaime also emphasizes the importance of giving creators flexibility to connect authentically with audiences, balancing brand guidelines with creative freedom. Whether you're new to influencer marketing or looking to refine your approach, this episode offers actionable strategies to amplify reach, build trust, and drive real business growth through influencer integration.To learn more about Kerry Curran and the RBMA: Revenue Based Marketing Advisors, go to www.revenuebasedmarketing.com and be sure to follow us on Kerry's LinkedIn Profile and The RBMA: Revenue Based Marketing Advisors Profile. If you're in the market for a Fractional Chief Marketing Officer or Fractional Chief Revenue Officer be sure to reach out to Kerry. Kerry is also available for speaking, panel moderation, and other professional presentation services. For services and contact information check out the RBMA: Revenue Based Marketing Advisors website here. B2B business development has become increasingly complex, with companies finding it harder than ever to drive growth. One of the biggest challenges? Many organizations have shifted their investments down the funnel—hiring more sales and BDR resources—while pulling back on marketing. Yet, buyer behavior has evolved in the opposite direction. Today, buyers are forming their shortlists and making decisions before ever speaking to a sales rep. This means if your brand isn’t investing in marketing, you’re not even making it into their consideration set. To grow revenue, companies must excel across four critical stages: ✅Awareness: They must have heard of you ✅Affinity: They must like you and believe you can solve their challenges ✅In-Market: They must be ready to buy ✅Engagement: Then they talk to your sales team, who still needs to beat the competition and win the deal At RBMA: Revenue Based Marketing Advisors, we help businesses scale growth effectively and efficiently. We build and optimize your end-to-end marketing and sales infrastructure—from brand development to sales training—delivering: - Increased high-quality lead volume - Shortened sales cycles - Improved close rates I'm Kerry Curran, Founder and Chief Growth Officer of RBMA. With 20 years of experience in marketing and business development, I’ve consistently driven double- and triple-digit revenue growth. My unique expertise bridges both disciplines: as a CMO who understands sales and a CRO who understands marketing. I specialize in helping B2B scale-ups and mid-market agencies, tech, and services transform their growth strategies. Let’s set up a call to identify areas of opportunity in your growth infrastructure and get your business on the path to increased revenue in 2025.
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