Test. Learn. Grow.
107 episodes - English - Latest episode: 3 months ago - ★★★★★ - 16 ratingsWelcome to the Test. Learn. Grow. podcast! You'll get to hear from the Level team and other industry experts as we dive into the ever-evolving world of digital marketing.
Join us for radically candid conversations exploring the latest marketing trends, strategies, and tactics that drive success.
If you're ready to challenge the status quo and level up your marketing game, then you're in the right place. Tune in, and let's grow together.
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Episodes
Going Beyond Enrollments to Sustainable Growth
January 30, 2024 16:00 - 59 minutes - 41.1 MBThe enrollment cliff is looming for regional schools like the University of Akron. These institutions are among the most vulnerable, competing with big state schools for students and dwindling enrollments. Steve McKellips, Vice Provost of Enrollment Management has worked tirelessly to reverse that trend, analyzing finance, retention, affordability, student experience, and enrollments. Tune in to our conversation with an inspiring leader who is finding traction through revenue-focused e...
CMO Insights on ABM Strategies for the New B2B Landscape
January 17, 2024 10:00 - 49 minutes - 37.7 MBWith all the noise flooding today's B2B sales channels, even the savviest marketing teams struggle to connect with their best-fit accounts. Tune into this episode of Test. Learn. Grow to hear from our CMO guests on how Account-based Marketing (ABM) allows businesses to get more targeted in how they engage their dream accounts. By coordinating marketing and sales teams to focus on the accounts that matter most, companies can have more relevant and impactful connections. Taking an ABM approach...
Executive Insights on AI's Impact on Marketing
January 04, 2024 10:00 - 43 minutes - 32.2 MBIf you’re an executive implementing generative AI tools at your organization, congratulations! You’re ahead of most leaders, for now. The latest episode of the Test. Learn. Grow. podcast features a discussion with two leaders who are futher along than most — Tesa Burg is CTO at Mod Op, and Patrick Patterson, our own CEO at Level. They’ve both embraced generative AI as a part of their ways of working, and they’re not afraid to share their enthusiasm, advice, hot takes, and cautionary tale...
Test. Learn. Grow. - Unpacking Our Approach
December 13, 2023 10:00 - 43 minutes - 33 MBAt Level, our Test. Learn. Grow. philosophy underpins everything we do. What exactly do we mean by this, and what makes it so effective? In short: it helps us find opportunity, focus our creativity and curiosity, and quickly adapt when needed. Hear from three of our leaders as they illustrate ways that this methodology improves business outcomes, yields insights, and keeps us agile and learning in a changing marketplace.
Transformational Change at Point Park University
December 06, 2023 10:00 - 47 minutes - 32.6 MBFor Chris Brussalis, President of Point Park University, it’s time to re-think higher ed. For him, this means program expansion to reach nontraditional students, especially adult learners. It means applying the university’s mission to its downtown Pittsburgh location, and involving students in the cultural life of its community. And finally, finding like-minded leaders who are ready to support a bold vision. Basically, it means embracing experimentation and change that will ultimately enab...
Dare to Be Naïve with Joshua Berry
November 28, 2023 15:00 - 46 minutes - 34.2 MBIn this episode of Test. Learn. Grow., we're joined by Joshua Berry to unpack the concepts featured in his new book, "Dare to Be Naïve: How to Find Your True Self in a Noisy World". Berry dismantles the notion that naiveté is a weakness in business, arguing instead for its power in driving innovative, impactful change. He emphasizes the importance of curiosity, authenticity, and optimism in creating business strategies that are not only profitable but also socially responsible. Drawing fro...
Rethinking Higher Ed Go-To-Market
November 15, 2023 10:00 - 48 minutes - 34.9 MBIt’s no secret that higher education institutions face an onslaught of challenges. Shifting demographics, hybrid learning models, shrinking budgets, and even a lack of trust in the education space overall. It’s time for a reimagining with a focus on access and affordability. What’s stopping you? Oftentimes, it’s the pressure to keep up with larger, more traditional institutions rather than emphasizing your own unique offerings and how they serve your communities. Dr. Melik Khoury, Presiden...
UGC & Vertical Video: Content's New Era
November 02, 2023 09:00 - 32 minutes - 22.6 MBIn this episode, guest Jenna Bluedorn, Team Lead at Level Agency and Ph.D. candidate at Indiana University of Pennsylvania in Media and Communications Studies, joins us to explore insights around today’s video content trends and strategies. User generated content and short-form vertical videos are dominating social platforms right now. Consumer trust in polished ads is declining. Authentic, raw videos shot on phones now build deeper relationships with audiences. If you’re struggling to cut...
Engaging Adult Learners in Higher Ed with John Meyer from CompleteU
September 28, 2023 11:00 - 48 minutes - 33.4 MBIn this episode of Test. Learn. Grow., host Dave Babst is joined by John Meyer, CEO and Founder of CompleteU, to discuss strategies for engaging and supporting adult learners pursuing higher education. As more adults return to school to upskill, finish a degree, or pivot careers, colleges and universities have a tremendous opportunity to meet their unique needs. Dave and John explore common barriers adult learners face and how institutions can evolve to create a more welcoming, flexible, an...
From Lead Gen to Revenue Impact: Rethinking B2B Marketing Success
September 21, 2023 10:00 - 32 minutes - 22.5 MBThis episode explores why B2B marketing teams need to shift their success metrics from leads and MQLs to tracking real revenue impact and ROI. B2B marketing experts at Level explain how marketing and sales misalignment happens when teams have separate goals and metrics. They discuss why marketers need to analyze the full customer journey through hybrid attribution to demonstrate how their programs influence pipeline and closed-won deals. Start embracing shared goals with sales and focus on...
Lead Nurturing in Higher Education
September 07, 2023 10:00 - 36 minutes - 25.2 MBIn this episode, our experts in higher education marketing share their insights on how getting beyond email into a dynamic, multichannel lead nurturing effort can make a huge impact on your enrollment rates. Key insights from the episode: You want to be where your students are. Test into channels like social, video, and text messaging. Personalized experiences are crucial. Use segmentation and personalization tools to cater to unique buyer challenges and needs. Have clear goals for succ...
Getting Feed Management Right with Feedonomics
August 17, 2023 14:00 - 36 minutes - 24.9 MBOn this episode of Test. Learn. Grow. we dive deep into feed management and optimization, and its important role in the world of Ecommerce marketing. Starting off with a foundational understanding, we tackle the common pitfalls that businesses unknowingly step into, highlighting the ramifications on their performance. Special guest Jeff Bordeaux, Strategic Account Director at Feedonomics, joined us to shed light on their holistic approach to feed optimization, enriching the conversation wit...
Forrester B2B Summit: Our Key Takeaways
August 09, 2023 10:00 - 37 minutes - 26.5 MBDive deep with us as we unpack the transformative trends from the 2023 Forrester B2B Summit. As the B2B landscape rapidly shifts, are businesses truly prepared for what’s next? Growth via Customer Value – Discover why centering marketing, sales, and product around customer value is the new gold standard. We unravel Forrester's new B2B customer-obsessed growth engine. The Age of AI – If you aren't already incorporating AI into your strategies, you're already behind. We explore the titanic ...
Level Agency and Becker Media Join Forces
July 31, 2023 19:00 - 42 minutes - 30.1 MBExciting times ahead: Level Agency and Becker Media have merged! We're combining two industry-leading digital marketing agencies to redefine performance marketing in the education sector and beyond. In this episode, we discuss how this strategic move will: Expand Our Resources & Capabilities: We're enhancing our service delivery across all sectors. Foster innovation: Infusing fresh perspectives and strategies in our portfolio. Provide Benefits of Scale: With 125+ professionals and $150M...
Adapting to the New B2B Buyer Journey
July 19, 2023 09:00 - 29 minutes - 20.8 MBIn this episode, we unpack the changing landscape of the B2B buying process and how marketers need to navigate these changes to drive growth. Here's what we dive into: The transition of the B2B buyer's journey from a linear pathway to a complex, unpredictable cycle. The growing trend of self-service among modern B2B buyers and methods for supporting this shift. The necessity of creating personalized marketing experiences that resonate with a diverse range of B2B audiences. The critical ...
How to Create a B2B Content Strategy for Personalized Engagement at Scale
July 06, 2023 09:00 - 38 minutes - 27.2 MBIn this episode, we unpack how to strategically craft a personalized B2B content strategy and offer actionable insights on how to execute it at scale. Key Takeaways: The Power of Personalization: Get to know your audience segments' unique needs, motivations, and pain points. Audience Segmentation is Key: Slice your audience into distinct segments based on shared characteristics or needs to create highly relevant content. Scale Personalization: Identify shared challenges among your audie...
Developing Consistent and Personalized Content in B2B
June 28, 2023 09:00 - 38 minutes - 27.2 MBToday we're covering the crucial role of consistent and personalized content in the realm of B2B marketing. We unravel the symbiotic relationship between these key marketing elements and their powerful impact on business outcomes. You'll learn how curated, regular content can serve as a trust-building tool, a lead generator, and a unique way to position a B2B brand as a thought leader. We'll navigate through a variety of strategies designed to produce relevant content at scale, encompassin...
Measuring the Impact: Are Your Brand Awareness Efforts Working?
June 28, 2023 09:00 - 26 minutes - 18.9 MBMeasuring brand awareness impact can often seem like an impossible task. In this episode, we tapped in our Education Team Lead, Geoff Roebuck, to demystify brand awareness and how to effectively measure it. Here’s what you’ll learn: 🚀 The tactics we leverage to grow brand awareness 🤔 Tackle concerns about investing in demand generation 📏 Reveal actionable strategies for effectively testing and measuring brand awareness tactics
Master Ecommerce Marketing with Audience Segmentation
June 14, 2023 09:00 - 37 minutes - 26.2 MBIn this episode, we dive into the critical role of ecommerce marketing and audience segmentation in formulating effective marketing strategies. The focus is on our advanced approach to audience segmentation, particularly at the pivotal consideration stage of the buyer's journey. We unpack the power of tailored messaging, showing how we've honed message development for various audience segments and sharing powerful success stories that demonstrate the results of our strategies. We're giving a...
The Everchanging Ecommerce Platform Landscape
June 07, 2023 09:00 - 35 minutes - 24.8 MBLet's talk about the everchanging ecommerce landscape! Why Staying Updated Matters — In an era where Ecommerce is rapidly evolving, businesses need to keep pace with the latest trends to stay competitive. We'll discuss the importance of being informed and share a practical tip to help you stay updated. Troubleshooting Common Platform Issues — Ever faced issues with platforms like Performance Max? We'll uncover common challenges and provide practical solutions. Plus, discover the benefits o...
Leaning into AI, ML, & Automation
May 31, 2023 09:00 - 34 minutes - 23.4 MBIn this episode, we navigate the complex landscape of Machine Learning (ML), Artificial Intelligence (AI), and Automation— specifically honing in on their pivotal role in higher education marketing. As these technologies become increasingly essential in a data-driven world, we highlight the necessity of adaptation and strategic innovation. Our attention then shifts to the specific applications of AI, ML, and Automation within marketing. We highlight how AI can reshape student recruitment st...
B2B Balance: Demand Generation and Demand Capture
May 24, 2023 11:00 - 43 minutes - 29.8 MBIn this episode, we explore the distinct yet intertwined marketing strategies of demand generation and demand capture in the B2B space. Through expert insights, we reveal how demand generation, focused on raising awareness and interest, and demand capture, concentrating on leveraging existing market interest, function differently. Further, we underline the necessity of viewing these strategies not as independent entities, but as co-existing tactics that, when harmonized, can drive business ...
Higher Ed Strategies for a New Social Media Landscape
May 17, 2023 10:00 - 30 minutes - 21.6 MBIn this episode, we're taking a critical look at the current challenges in higher education marketing related to social platforms, particularly focusing on the declining performance of Facebook. As more users migrate their attention to new platforms, we're seeing a need for adaptation and strategic rethinking. The spotlight then turns to the rising stars of social media - TikTok and Snapchat. They're capturing the attention of the younger generation, who are now entering the target audience...
Develop a Winning Data Strategy
May 10, 2023 09:00 - 35 minutes - 25.1 MBIn this episode we unpack the essentials of data strategy, its impact on your business, and the dynamic interplay between data science and data engineering. From understanding the balance between offensive and defensive data strategies to demystifying the Proof of Concept Approach, data modeling, and the pros and cons of data science investments, we delve into key elements that can help shape a robust data strategy to drive any business forward by enabling better, data-driven decision makin...
Winning in Ecommerce Marketing: 5 Key Focus Areas
May 03, 2023 11:00 - 28 minutes - 19.7 MBIn this episode, we explore the world of Ecommerce marketing, discussing 5 key focus areas for success: 1. The Ever-Changing Ecommerce Platform Landscape 2. Consideration-Stage Audience Segmentation & Messaging 3. Small Tweaks to Product Feeds Can Make a Big Impact 4. Daily Management & Weekly Reporting 5. Know Your Audience & How They Change Throughout the Year Learn from the experts at Level and uncover actionable strategies to grow your Ecommerce business.
Winning in B2B Marketing: 5 Key Focus Areas
April 26, 2023 09:00 - 51 minutes - 35.7 MBIn this episode, we explore the world of B2B marketing, discussing 5 key focus areas for success: 1. Thinking About Demand Generation & Capture as Different Tactics 2. Establishing & Engaging Ideal Customer Profiles 3. Consistently Developing Personalized Content 4. Understanding the New B2B Buyer Journey 5. Revenue-Focused Success Measurement Learn from the experts at Level and uncover actionable strategies to excel in B2B marketing.
Welcome to Season 2 of Test. Learn. Grow.
April 17, 2023 15:00 - 14 minutes - 9.73 MBWelcome to Season 2 of Test. Learn. Grow., the digital marketing podcast that helps you stay ahead of the curve in the ever-evolving marketing landscape. In this episode, we give you a warm welcome to our exciting new season, discussing what you can expect from our upcoming episodes. Season 2 brings you even more expert insights, tailored strategies, and industry-specific advice for verticals like B2B, Higher Education, Ecommerce, and Financial Services. We're also introducing live episodes...
Winning in Education Marketing: 5 Key Focus Areas
April 17, 2023 15:00 - 23 minutes - 16.1 MBIn this episode, we explore the world of higher education marketing, discussing 5 key focus areas for success: 1. Embrace new and emerging platforms as Facebook's influence declines 2. Leverage machine learning, AI, and automation to optimize your campaigns 3. Develop a solid brand awareness measurement strategy 4. Nurture leads beyond email for maximum impact 5. Invest in high-quality video and user-generated content to boost engagement Learn from the experts at Level and uncover acti...
2022 Year in Review
December 15, 2022 10:00 - 29 minutes - 20.2 MB100K+ Leads Generated. 9X Average eCommerce ROAS. 42% Agency Growth. 2022 was a year of incredible growth and development not only for our clients but for Level Agency as a whole. In this episode, we decided to pull some stats, poll our people, and piece together a picture of this past year in measures that together tell a much bigger story than numbers alone ever could. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Ema...
Build Trust With SEO: Buying Reviews & Social Media Followers
December 07, 2022 10:00 - 11 minutes - 7.92 MBReviews and followers are an indicator for a strong brand reputation. Shopping for a deal online? Read the Google reviews for their business. Curious about a brand you’ve never heard of? See what they’re up to on social. SEO algorithms notice this too. Listen as Level's SEO Manager, Joe Garrigues explains why organic reviews and social media followers are the way to go. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us a...
Build Trust With SEO: Link Building
November 30, 2022 10:00 - 11 minutes - 8.19 MBThere’s something intuitive about how search engines rank your page based on keywords. People searching for a thing? We talk about that thing! It makes sense. Linking is a little harder to wrap your head around. If we’re making the best content in the world, who cares about links? For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Build Trust With SEO: Avoid Keyword Stuffing
November 16, 2022 10:00 - 8 minutes - 5.99 MBWe all want the same thing: When our customers search Google for terms related to our business, we want to be right there in the search results. Ranking with SEO has a technical side and a creative side. In this week's episode, SEO Manager Joe Garrigues explains why you shouldn't follow the old shortcut: keyword stuffing, and what you should do instead. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at podcast@level....
Develop a Buyer-Centric Marketing Strategy
November 10, 2022 10:00 - 23 minutes - 16.2 MBWe’re joined by Eric Papzcun of InnerActivate. For Eric, the foundation of any go-to-market strategy should be a brand benchmark — measuring where your brand sits in relation to the competition. His methodology looks at three dimensions from the perspective of the buyer: Visibility, Relevancy, and Trust. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Develop a Buyer-Centric Marketing Strategy
November 10, 2022 10:00 - 23 minutes - 16.2 MBWe’re joined by Eric Papzcun of InnerActivate. For Eric, the foundation of any go-to-market strategy should be a brand benchmark — measuring where your brand sits in relation to the competition. His methodology looks at three dimensions from the perspective of the buyer: Visibility, Relevancy, and Trust. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Emerging Social Media Ad Platforms
November 02, 2022 09:00 - 20 minutes - 14.2 MBWe get the question all the time from clients: “Should I be advertising on TikTok?” or “Are my customers using Snapchat?” My answer is usually the same, particularly for higher-education, where I focus: What if your competitors started to? For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
The Digital Transformation Mindset
October 26, 2022 13:00 - 33 minutes - 23.3 MBAt Level, we use digital tools in a variety of ways — and invent our own when our business needs demand. But development is always an investment. When does it make business sense? When is digital innovation incremental, and when is it disruptive? We’ve seen how technology has transformed marketing and a host of other industries. This week, I met with a leader in the recruiting space to learn about some unexpected and powerful ways that technology has produced business success for them. Fo...
Christopher & Banks Case Study: Product Feed Management
October 19, 2022 09:00 - 16 minutes - 11.7 MBChristopher & Banks is a women's fashion store that's been around for a couple of decades and is a pioneer of its time, with size inclusivity. Join Tim Fitzgerald, eCommerce team lead, and Abby Young, eCommerce Media Manager, as they talk through a recent case study on how the COVID-19 pandemic changed the way a brick-and-mortar store had to operate. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected]...
Your Guide to Better Brainstorming
October 12, 2022 11:00 - 6 minutes - 4.76 MBBrainstorming can be intimidating sometimes. Join us this week with Level's own Creative Center of Excellence Lead, Mike Rubino. We will dive into some brainstorming tips and tricks that are sure to help you get your creative juices flowing, just in time for the new year. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Aligning on a Strategic Marketing Plan
October 05, 2022 11:00 - 22 minutes - 15.6 MBThere's a reason we put evergreen strategies into play. That's because they are the tried and true strategies for the baseline of everything we do here at Level Agency. Hear from B2B-1 Team Lead, Laura Greenawalt, as she explains the importance of proper planning for the upcoming year. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Bad SEO vs. Good SEO
September 28, 2022 09:00 - 18 minutes - 12.5 MBFrom keyword stuffing to buying links and reviews, certain SEO practices could be negatively affecting your brand. Is your company reputation safe? Listen for what you should be doing. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Media Minute: Should you run branded search campaigns?
September 21, 2022 09:00 - 5 minutes - 3.68 MBTim tells us all we need to know about tradename or branded search campaigns. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
SEO and Google’s Update: What You Need to Know
September 14, 2022 16:00 - 19 minutes - 13.2 MBGoogle just updated its search algorithm. Again. For SEO manager Joe Garrigues, that’s business as usual. Doing great Search Engine Optimization (SEO) means being adaptable. The goal: Make your website as discoverable and useful as possible. Hear his philosophy and some practical approaches to optimizing your strategy, no matter what Google changes. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected]...
SEO and Google’s Update: What You Need to Know
September 14, 2022 16:00 - 19 minutes - 13.2 MBGoogle just updated its search algorithm. Again. For SEO manager Joe Garrigues, that’s business as usual. Doing great Search Engine Optimization (SEO) means being adaptable. The goal: Make your website as discoverable and useful as possible. Hear his philosophy and some practical approaches to optimizing your strategy, no matter what Google changes. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected]...
Ways to build a better company culture
September 07, 2022 16:00 - 42 minutes - 29.1 MBCompany culture is how you do what you do in the workplace. It's the sum of your formal and informal systems and behaviors and values, all of which create an experience for your employees and customers. At Level Agency we call these our P.R.O.U.D values. Listen as Josh Berry of Econic explains how company culture can impact your company. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text u...
Media Minute: How to Improve Your Ad Quality Scores
August 31, 2022 09:00 - 4 minutes - 3.43 MBTim breaks down the three steps on how to improve the quality scores of your ads. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Range & Marketing: How Diverse Backgrounds Deliver Stellar Results
August 24, 2022 09:00 - 24 minutes - 17.1 MBSuccessful marketers come from all walks of life. This is especially true at Level. Listen as members of the team share stories about their lives before Level and offer up advice for those interested in a marketing career. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Creative that Drives Performance
August 17, 2022 09:00 - 51 minutes - 35.8 MBListen to a previous LinkedIn Live conversation where we dig into creative trends, tactical how-tos, and (ultimately) how to generate creative that produces a tangible return. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
Media Minute: Calculating the CPC You Can Afford
August 10, 2022 09:00 - 3 minutes - 2.69 MBA succinct breakdown on the economics to consider when deciding just how much you can afford to pay per click on your performance marketing. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403
How to "Recession-Proof" Your Marketing
August 03, 2022 10:00 - 31 minutes - 21.8 MBAs headlines continue to talk about economic recession, it's now more important than ever to take a hard look at performance marketing. In this episode you'll hear from the heads of Level Agency's four Centers of Excellence about how your messaging, media strategy, and overall marketing mix should be adjusted during a recession. We'll also give you some solid data points about why now is the time to lean-in to your performance efforts, NOT withdraw. For more information on this podcast, ...
One Year of the "Test. Learn. Grow." Podcast
July 27, 2022 09:00 - 22 minutes - 15.7 MBWhoa! It's been one year of the Test. Learn. Grow. podcast. Join us as we look back on the show and recap some of our most popular moments. For more information on this podcast, visit us online. Have feedback on the show? We'd love to hear from you! Email us at [email protected] or text us at 412-430-4403