Ep. 22 - What's the Right Marketing Budget for Your B2B Company?

Ep. 23 - Stop Running Marketing Campaigns. Start Running a System.

Most B2B marketing fails—not from lack of effort, but lack of a system. Here’s how to fix it. In this episode, you'll learn: *  Why doing “more marketing” isn’t the same as having a system  *  The real reason most B2B marketing efforts fail (tactics before strategy)  *  What a marketing system actually is—and how it differs from campaigns  *  The 5 core components every effective marketing system needs  *  Why systems create compounding growth while campaigns stall out  *  How content builds trust before sales conversations ever happen  *  The role of AI search in shaping modern B2B marketing  *  How to align marketing and sales to drive real revenue  *  The key metrics that actually matter (and what to ignore)  *  4 simple questions to determine if you have a system—or just activity  Timestamps: 0:00 — Intro: The "why isn't our marketing working?" question 0:44 — Welcome to the Growth-Minded Marketing Podcast 1:14 — Today's topic: What a marketing system actually is 2:05 — What a company without a marketing system looks like 5:05 — The root cause: tactics before strategy 7:53 — What a marketing system actually is (the EOS analogy) 9:52 — The biggest benefit of running marketing like a system 14:42 — The 5 core components of a marketing system 15:08 — Component 1: Strategy 17:01 — Component 2: Website 21:27 — Component 3: Content 25:51 — Component 4: Sales Alignment 28:01 — Component 5: Reporting 31:07 — Do you have a system or just marketing activity? 31:51 — Audit Q1: Do you have a written strategy? 32:16 — Audit Q2: Is your website generating qualified leads? 32:44 — Audit Q3: Does sales use marketing content? 33:10 — Audit Q4: Can you explain what's working? 34:52 — Action step + how to work with Way Find Marketing Resources Mentioned: * Wayfind Marketing Learning Center  [https://wayfindmarketing.com/learning-center/] * What Is a Marketing System — and Why Your B2B Company Needs One [https://wayfindmarketing.com/what-is-a-marketing-system/] * What We Mean by Strategy First Marketing (And Why It Matters) [https://wayfindmarketing.com/what-we-mean-by-strategy-first-marketing-and-why-it-matters/] * The Problem with Vanity Metrics  [https://wayfindmarketing.com/the-problem-with-vanity-metrics-what-ceos-really-need-to-track/] Take the Free B2B Marketing Assessment: https://wayfindmarketing.com/b2b-marketing-assessment/ [https://wayfindmarketing.com/b2b-marketing-assessment/] Grab the Free AI Marketing Guide: https://wayfindmarketing.com/ai-marketing-guide/ [https://wayfindmarketing.com/ai-marketing-guide/] Connect with the Hosts on LinkedIn: Steve Phipps [https://www.linkedin.com/in/stevetphipps/] AnnieLaurie Walters [https://www.linkedin.com/in/annielauriewalters/]

Ep. 22 - What's the Right Marketing Budget for Your B2B Company?

Do you actually know how much your company should be spending on marketing — not what you spent last year, not a gut feeling, but a number tied to where you want to go? If the answer is "not really," this episode is for you. In this conversation, Wayfind Marketing CEO Steve Phipps pulls back the curtain on one of the most common questions he gets from B2B leaders: How much should we be investing in marketing? The answer isn't a single number — it's a framework, and the structure behind the number matters just as much as the dollar amount. In this episode, you'll learn: * The 3–10% revenue range for B2B marketing investment and how to find your right number based on your growth stage * The 5 budget categories every B2B marketing investment should include — and why skipping the first one is where most companies go wrong * Real budget breakdowns for a $5M and $10M company, including what each category should cost * The two operating models (outsourced agency vs. in-house marketing manager) and what makes each one work — or fail * Why bringing in a fractional CMO or marketing coach can be the missing piece for in-house teams that aren't getting results * How to audit your existing marketing spend before adding a single dollar more * The metrics that actually matter — and how to tie them back to revenue Timestamps: 00:00 How Much To Spend 01:29 Why Budgets Feel Hard 03:39 Percent Benchmarks 05:04 Turning Percent Into Dollars 06:39 Five Budget Buckets 07:18 Strategy Before Tactics 10:19 Website Foundations 10:57 Content That Converts 16:13 Promotion And SEO 20:56 Tools And Platforms 23:40 Tool Testing Reality 24:05 Marketing Operating Models 24:36 Outsourcing to Agencies 27:06 In-House Marketing Setup 28:37 Fractional CMO and Coaching 30:39 Budget Examples by Revenue 33:57 Audit Before You Add 38:03 Metrics That Matter 41:05 Budget Follows Strategy 43:46 Wrap Up and Next Steps The one thing Steve wants you to walk away with: Let your budget follow your strategy, not the other way around. When you build a budget around clear goals, you have a growth plan. Without it, you just have a list of expenses. Resources mentioned: * Episode 15: Vanity Metrics [https://share.transistor.fm/s/e1352a87] — a deep dive on the difference between meaningful metrics and feel-good numbers * Guide™ Marketing Assessment [https://wayfindmarketing.com] — a free 5-minute tool to see what's working (and what's not) in your current marketing * Schedule a conversation with the Wayfind team [https://wayfindmarketing.com] — click "Discuss Your Marketing." * Wayfind's Guide™ Marketing Framework [https://wayfindmarketing.com/b2b-marketing-framework/] — the system behind the strategy discussed in this episode * Endless Customers [https://www.endlesscustomers.com/] by Marcus Sheridan (formerly They Ask, You Answer) — the sales and marketing framework Steve coaches Growth Minded Marketing is the podcast for B2B CEOs and business leaders who are ready to grow with confidence and stop guessing at their marketing. Hosted by AnnieLaurie Walters [https://www.linkedin.com/in/annielauriewalters] and Steve Phipps [https://www.linkedin.com/in/stevephipps] of Wayfind Marketing.

Ep. 21 - From $0 to $4.5M in 2.5 Years: Mason Cosby on Saying No, Protecting Your Reputation, and Building a Business the Right Way

Mason Cosby didn't ease into entrepreneurship. He launched Scrappy ABM three weeks before becoming a dad, and what followed was a masterclass in building fast, breaking things, and having the integrity to fix them — even when it hurt. In two and a half years, Mason grew Scrappy ABM to $4.5M in total revenue, but he's just as candid about the $450K in mistakes he made along the way — bad-fit clients, loose contractor agreements, IP he had to buy back, and a season where overhiring nearly derailed everything. His willingness to refund clients, walk away from revenue, and start fresh is the thread running through all of it. This episode is full of practical, hard-won insight for any CEO who's ever taken on a client they shouldn't have — or who's still trying to figure out who they do their best work for. Key Takeaways * If it's not an absolute yes, it's a no. Mason shifted his entire client onboarding philosophy after three out of four "maybe" clients went badly. Clarity in your ICP protects your team, your time, and your reputation. * The virtuous cycle is real — but it starts with the right clients. Better-fit clients → higher rates → stronger talent → better results → more referrals. You can't skip to the end without doing the hard work of defining who belongs in the first step. * Reputation is a long game. Mason gave money back to clients when the fit wasn't right — not because it was easy, but because he plans to be in the market for a long time. Short-term losses can protect long-term momentum. * Get your contractor agreements right from day one. Loose expectations early on cost Mason real money when IP questions surfaced later. Work-for-hire language isn't optional — it's foundational. * ABM isn't for everyone — and that's the point. Account-based marketing works best when you already know who your best customers are. If you're still figuring out product-market fit, it's not your next move. If you know exactly who you serve? It might be your most powerful growth lever. About Mason Cosby Mason Cosby is the founder of Scrappy ABM, an account-based marketing agency that helps B2B software companies with $25M–$100M in revenue build and run ABM programs that drive real pipeline. With a background in leading new business development for one of the world's top B2B agencies, Mason launched Scrappy ABM to bring a more honest, accessible approach to ABM — and to equip a million marketers with the skills to do it well by 2035. Resources & Links * Scrappy ABM [https://www.scrappyabm.com] — free resources, newsletter, and more * ABM in a Day Workshop — scrappyabm.com/workshop [http://scrappyabm.com/workshop] (use code 50OFF for $100 registration) * Scrappy ABM Newsletter [https://www.scrappyabm.com/newsletter] — free weekly ABM resources * Wayfind Marketing Free Assessment [https://www.wayfindmarketing.com] — free 25-question marketing assessment + 40-page playbook Connect with the Hosts on LinkedIn: Steve Phipps [https://www.linkedin.com/in/stevetphipps] AnnieLaurie Walters [https://www.linkedin.com/in/annielauriewalters]

Ep. 20 - Stop Chasing AI Tools: How to Set Marketing Priorities That Actually Move the Needle (AI & Marketing in 2026, Part 2)

If AI in marketing is feeling overwhelming right now, here's the good news — you don't have to do everything. You just need to do the right things in the right order. In Part 2 of this series, Steve Phipps and AnnieLaurie Walters get practical. Now that you understand how AI has changed buyer behavior, it's time to talk about what to actually do about it — and what can safely wait. Missed Part 1? Start with Ep. 19 - "How AI Is Quietly Eliminating Your Business From Buyer Shortlists" [https://share.transistor.fm/s/ee08c752]  What you'll learn in this episode: * Why clarity is still the priority — not speed, not tools, not automation * The three things that need to happen before you use AI for content creation * What it means to "train your AI" — and why skipping this step guarantees generic output * What can wait: advanced automations, custom AI tools, and AI agents * How to use a 90-day planning cadence to cut through the overwhelm * Why benchmarking against your competitors' tools is the wrong question to ask * What 2026 will reward — and it's not the companies with the most sophisticated tech stack * A practical tip for using the EEAT [https://wayfindmarketing.com/what-is-googles-e-e-a-t-the-key-to-improving-your-websites-credibility-and-rankings/] framework inside your AI prompts Key quote: "AI isn't replacing leadership. Not your leadership. But it is raising the bar for it." — Steve Phipps Helpful Resources: * Wayfind Marketing B2B Marketing Assessment [https://wayfindmarketing.com] — free 5-minute assessment with an immediate score * Check out our AI Marketing Guide [https://wayfindmarketing.com/ai-marketing-guide/] * Guide Marketing Framework podcast series [https://wayfindmarketing.com/podcast-episodes/unlock-your-marketing-potential-an-introduction-to-the-guide-marketing-framework/https://wayfindmarketing.com/podcast-episodes/unlock-your-marketing-potential-an-introduction-to-the-guide-marketing-framework/]  Found this helpful? Share it with a CEO or marketing leader in your network and subscribe so you don't miss what's coming next.

Ep. 19 - How AI Is Quietly Eliminating Your Business From Buyer Shortlists (AI & Marketing in 2026, Part 1)

If your buyers are using AI to research, shortlist, and quietly eliminate companies — and they are — the real question isn't whether AI has changed marketing. The real question is whether your business is clear enough to survive the way buying decisions are being made today. In Part 1 of this two-part series, Steve Phipps and AnnieLaurie Walters cut through the AI noise and get grounded in what's actually changed — and what hasn't. What you'll learn in this episode: * Why AI is acting as a "trust filter" for your buyers — and what that means for your pipeline * The shift from searching for options to asking for directions — and why it changes everything about how you're found * Why your website traffic may be down (and why that's not the whole story) * What "zero-click behavior" means and how to think about it strategically * Why AI rewards clarity over cleverness — and what generic messaging is really costing you * Why this is a CEO issue, not a marketing execution issue * A practical starting point for leaders who feel overwhelmed by the AI conversation Key quote: "AI doesn't care how clever or witty your messaging is. It doesn't reward buzzwords. It rewards clarity." — Steve Phipps Resources mentioned: * Wayfind Marketing B2B Marketing Assessment [https://wayfindmarketing.com/b2b-marketing-assessment/] — take the free 5-minute assessment and get an immediate score * Episode with Fancher Sergeant, CEO of CRS CPAs [https://wayfindmarketing.com/fancher-sargent-interview/]  Part 2 is coming up next — we get practical with specific ways CEOs and marketers can use AI in the next 90 days to create clarity, reclaim time, and lead more effectively.