Practical thinking for marketing agency growth and white-label performance advertising.
Frameworks, campaign breakdowns, case-study style lessons, and measurement ideas from the same team building EIC’s performance advertising system.
Jul 30, 2026
The Reddit Ads Renaissance: Why Smart Brands Are Finally Paying Attention
Reddit ads are having a real moment — and it's not just hype. In this episode, Mike and Dustin break down why Reddit has re-emerged as a serious advertising channel, how AI search is changing where people go to research decisions, and what it actually takes to run Reddit ads that work.
Read article
Jul 9, 2026
5 Things You Have To Do Before You Run Ads Online
Before you launch another paid ad campaign, make sure these 5 marketing fundamentals are in place — audience, content, sales alignment, lead qualification, and reporting.
Read article
Jul 6, 2026
Why Meta Ads Are Underreporting Results (And How Conversion API Fixes It)
A practical guide for agencies using Meta Conversion API, first-party CRM data, and qualified outcome signals to improve attribution and optimization.
Read articleAgency Growth and Paid Media Fulfillment
How agencies can add paid media, qualify the first accounts, protect client relationships, and build a more durable fulfillment model.
Reporting, Attribution, and Traffic Quality
Connect media delivery to engaged visits, qualified leads, CRM stages, revenue, and transparent client-ready reporting.
Creative Production and Testing
Plan, produce, classify, refresh, and measure paid media creative according to message, audience, and funnel role.
B2B Paid Media Execution
Practical guidance for audience strategy, search, social, retargeting, channel roles, and B2B buying-committee education.
AI, Automation, and Agency Operations
Use CRM systems, first-party data, AI, and automation to improve delivery while keeping human accountability and clean measurement.
Jun 30, 2026
Maximize Your CRM: The Overlooked Powerhouse in B2B Advertising
Discover how to turn your CRM into a strategic asset for marketing and advertising success. Learn why organizing your data is crucial to improve ROI and targeting precision.
Jun 12, 2026
How to Use Influencer & UGC Content in Your Advertising Funnels
Most B2B brands are creating influencer and UGC content — but very few are using it the right way. In this episode of the EIC Podcast, we break down exactly how to fold influencer and creator content into your paid ad funnel.
Jun 9, 2026
Google AI Overviews Are Changing Search Forever — Here's What Marketers Need to Know
Google's AI Overviews have fundamentally changed the way people search — and if you're running paid ads, your strategy needs to catch up fast.
May 21, 2026
DCO Is the New Standard for Paid Media Success (but what is it?)
EIC's Dynamic creative optimization (DCO) methodology and the exact data-led system we use to keep client campaigns fresh and driving compounding performance improvements month over month.
May 14, 2026
Use Data Enrichment and increase your B2B lead generation by up to 50%
Use B2B data enrichment to clarify your ideal customer profile, improve audience strategy, and reduce wasted paid media delivery.
May 7, 2026
Why B2B Marketers Are Sleeping on TikTok (And Why That's a Mistake)
Learn when TikTok can support a B2B paid media plan, how its discovery behavior differs from other channels, and what marketers should test before scaling.
May 4, 2026
Google AI Max: What Every Marketer Needs to Know Right Now
Understand Google AI Max for Search campaigns, where automation can help, what control advertisers give up, and what agencies should verify before adopting it.
Apr 28, 2026
Are You Riding a Bike or Driving a Ferrari? How to Audit Your Marketing Stack
Most businesses running paid ads online think they have a solid marketing setup. But when we get on discovery calls with potential clients, we find the same gaps over and over again — and those gaps are costing them leads, sales, and serious revenue.
Apr 16, 2026
The Search to Social Playbook: How Intent-Led Paid Media Drives Better B2B Leads
In this episode of the EIC Podcast, we break down the exact framework they use with every new client: the Search to Social Playbook. It's a proven approach to connecting search intent data with social retargeting to produce leads that are more qualified, more informed, and more ready to buy.
Apr 10, 2026
Moving the Needle: How to Find and Fix Your Leaky Advertising Funnel and Increase Revenue
Are your digital ads running but revenue still isn't where it should be? The problem almost certainly isn't your budget — it's a leak somewhere in your marketing funnel. We break down the three funnel buckets every business needs to diagnose, the exact metrics to watch in each one, and the specific needle movers to implement when the numbers are off.
Mar 31, 2026
The Halo Effect: What Happens When You Turn Off Paid Media (And Why You Might Not Recover)
Learn how paid media can influence branded search, direct traffic, social, and email, plus how agencies should measure budget reductions without overstating attribution.
Mar 19, 2026
From Zero to Acquisition: How One B2B Company Built a Digital Marketing Engine That Doubled Revenue YoY
What does it actually take to build a B2B digital marketing strategy from scratch — and what kind of results can it drive? In this episode, we break down one of their longest-running client relationships: a B2B company that came to them with virtually no digital presence and left as an acquired business with product lines generating over $32 million per month.
Mar 13, 2026
How AI is Revolutionizing Personalization in B2B Lead Generation
Are your B2B ads saying the same thing to everyone? In this episode of the EIC Podcast, we break down how AI is transforming personalization across every stage of the B2B lead generation funnel — and why the companies building this system now are pulling ahead fast.
Feb 25, 2026
The No-Fumble Handoff: How to Align Sales and Marketing for Better Lead Quality and Faster Close Rates
Are your leads fumbling at the handoff between marketing and sales? In this episode of the EIC Podcast, we break down exactly how to build a no-fumble lead handoff system that improves lead quality, accelerates your pipeline, and gets sales and marketing finally working from the same playbook.
Feb 24, 2026
How to Add $500K in Revenue in 6 Months: The B2B Media Plan Framework That Actually Works
Want to add $500,000 in top-line revenue in the next six months? In this episode of the EIC Podcast, we walk through the exact media planning framework EIC uses to help B2B companies get there — channel by channel, dollar by dollar.
Feb 3, 2026
The Complete Guide to CRM Funnel Setup: Stop Flying Blind and Start Closing Deals
Most businesses invest heavily in lead generation but have no system for qualifying, nurturing, or tracking those leads through to closed deals. In this episode, we reveal the exact CRM funnel setup that separates world-class marketing from amateur operations.
Jan 27, 2026
How Sanuwave is Revolutionizing Chronic Wound Care with Ultrasonic Technology: A Startup Marketing Journey
Tim Wern, EVP of Sales at Sanuwave, shares the marketing and sales playbook that's helping his medical device company scale rapidly while building brand awareness from scratch.
Jan 22, 2026
Breaking Free from the LinkedIn Trap: How to 10X Your B2B Lead Generation ROI
Are you stuck in the LinkedIn trap? If you're spending all your B2B ad budget on LinkedIn, you're paying 10X more to reach 1/6th the audience. It's time to diversify. In this episode of the EIC Podcast, we reveal why 90% of B2B marketers are making the same expensive mistake—and exactly how to fix it.
Jan 13, 2026
How Bot Traffic Is Draining Your Digital Ad Budget (And What You Can Do About It)
Up to 50% of digital ad spend is wasted on bot traffic. Learn the tools and strategies we use to detect and eliminate fraudulent traffic for our clients.
Dec 23, 2025
The EIC Guide to B2B Audience Targeting
Build a B2B paid media audience from account fit, buying roles, first-party data, platform signals, exclusions, and qualified outcomes.
Dec 18, 2025
How to Track Your B2B Advertising ROI: The Complete Guide to UTM Tracking and Deal Attribution
Can you tell which specific ad campaign closed that $50K deal? If not, you're leaving money on the table. We reveal the complete system for tracking every advertising dollar to every deal closed—no more guessing which campaigns actually drive revenue.
Dec 6, 2025
Lead Scoring: The Missing Piece in Your B2B Marketing Strategy
Only 3-5% of leads are ready to buy when they fill out a form. So what happens to the other 95%? Without lead scoring, they fall into a black hole—wasting your sales team's time and creating tension between marketing and sales. In this episode of Click and Mortar, we break down everything you need to know about lead scoring for B2B companies.
Nov 26, 2025
Why B2B Companies Fail at Value-Based Bidding (And How to Fix It)
Why do B2B companies struggle with value-based bidding while e-commerce brands make it look easy? We break down the REAL challenges of implementing ROAS tracking for B2B lead generation—and why most companies fail before they see results.
Nov 19, 2025
B2B Paid Media Beyond LinkedIn: An Omnichannel Playbook for Agencies
A practical agency playbook for combining LinkedIn, search, Meta, YouTube, retargeting, CRM audiences, and qualified outcome measurement in B2B paid media.
Nov 11, 2025
ROAS vs. Revenue: Why You Need Both to Scale Your Business
Got great ROAS but your business isn't growing? Or spending big without knowing if it's working? You're stuck in one of the two fatal marketing traps. In this post, we break down why healthy return on ad spend means nothing if you're not spending enough to move the needle—and why big budgets are dangerous without proven performance.
Oct 28, 2025
Don't Cut Off Your Best Marketing Channels!
Are you only tracking last-click attribution? Then you're probably cutting off your best marketing channels without even knowing it. In this episode of Click and Order, Mike and Dustin break down the attribution trap that 90% of B2B marketers fall into—and show you exactly how to fix it.
Oct 7, 2025
Should You Be Doing Cold Email or Paid Ads?
Should you be doing cold email outreach or running paid ads to prospect for new B2B clients? In this episode, Mike and Dustin break down the real pros and cons of each approach—and why one clearly wins for scalable growth.
Sep 25, 2025
A Guide to Efficient Digital Advertising Spend
Are you unknowingly throwing away 60% of your advertising budget? In this episode of Click and Mortar, Mike Patterson and Dustin Trout reveal the hidden efficiency killers that are draining ad budgets across every industry—and the exact fixes that can save you thousands.
Sep 17, 2025
The Future of Luxury Discovery: How AI is Transforming Personal Concierge Services
From 15 years in luxury retail to building the AI concierge of the future—Nyah Chapman's journey will change how you think about personalization and data privacy.
Sep 9, 2025
Connected TV Advertising Decoded with Ben Bankoff of Adduro: Strategy, Fraud Prevention, and Future Trends
Ben Bankoff, Head of Operations at Adduro, joins EIC's Podcast to break down the REALITY of Connected TV advertising. Spoiler alert: It's not what most marketers think!
Aug 27, 2025
The Art of Scaling Digital Advertising Budgets
Are your marketing campaigns finally working, but now everyone wants to "test everything"? This could kill your results. We reveal why spreading your ad budget thin is the fastest way to tank your ROAS—and the strategic framework that prevents it.
Aug 20, 2025
Where Should I Run My Ads: The Strategic Guide to Channel Mix for Digital Advertising Success
Stop wasting ad budget on the wrong platforms! In this episode of Click and Mortar, we reveal the 3-stage funnel framework that's transforming how B2B businesses approach digital advertising.
Aug 11, 2025
The Economics of Video Ads: Why Your ROI Demands You Start Today
Stop paying premium prices for inferior marketing results. In this episode, Mike and Dustin break down the hard economics that make video marketing a no-brainer investment. What you'll discover: • Why video views cost 1¢ while website clicks cost $3-5 • How to build retargeting audiences 15x cheaper than traditional methods • The real math behind video production ROI
Aug 5, 2025
The Marketing Dashboard Question Every Business Owner Should Ask
Are you spending thousands on marketing but can't quickly answer if it's actually working? You're not alone. In this episode, Mike and Dustin reveal the exact dashboard structure they use with clients to turn scattered marketing data into actionable insights. You'll see real dashboard demos and learn the 3 critical questions every marketing dashboard must answer.
Jul 28, 2025
From Dead Fish to 10x ROAS: How We Transformed a B2B Client's Performance in Just 3 Months
We took a struggling B2B client from 0.6x ROAS to consistent 7-10x returns in just 3 months. No fancy tools or growth hacks—just mastering the fundamentals. The Results: • Started at 0.6x ROAS (losing money) • Hit peak of 27x ROAS • Now maintaining 7-10x consistently
Jul 14, 2025
The 80-20 Budget Rule: Why Most Digital Marketing Campaigns Fail
7 out of 10 tests will fail, but 3 out of 10 will be those 5-7X ROI winners. This is why the 80-20 budget rule is GENIUS. Most marketers test everything at once and wonder why their winners stop working. Smart marketers protect their profitable campaigns while systematically testing new ideas. Use these guidelines to find YOUR digital marketing success.
Jun 30, 2025
Stop Tracking the Wrong Metrics: A Guide to B2B Marketing Funnel Metrics That Actually Drive Revenue
99% of marketers judge awareness campaigns by conversion rates. It's like using a thermometer to measure distance. In this episode, we break down: Why your cost-per-lead obsession is killing growth The exact metrics to track at each funnel stage How better creative beats conversion optimization Real case study: 15¢ to 2¢ cost-per-view = 10x revenue
Jun 24, 2025
The B2B Retargeting Strategy 90% of Companies Are Missing
90% of B2B companies STOP their ads after getting a lead. Here's why that's costing you conversions. Most businesses think retargeting ends at lead capture. Wrong. The real money is in retargeting throughout your ENTIRE sales pipeline.
Jun 18, 2025
Breaking the LinkedIn Box: Why Your B2B Strategy is Costing you BIG
What you'll learn: Why "my prospects are only on LinkedIn" is costing you 10X more. The 3-stage omni-channel funnel that actually works for B2B. Ad tech tools that make your exact ICP targetable on YouTube & Meta. How to use custom intent targeting to reach Google searchers at YouTube prices. Why video content can 12X your audience building capacity overnight. Real case studies: 5X traffic increases with the same budget
Jun 4, 2025
Case Study: The Reality of Lead Generation - What to Expect When Launching Your Digital Marketing Campaign
Frustrated with slow results from your digital marketing campaigns? In this episode of the Click and Mortar podcast, Mike Patterson and Dustin Trout break down the REAL progression of a lead generation campaign using actual client data.
Apr 29, 2025
The True Definition of a Lead: Quality Over Quantity in Modern Marketing
We break down: • The crucial difference between contacts and genuine leads • Why simply having someone's email address isn't enough • The value of inbound interest vs. cold outreach • Why conversion rates matter more than lead volume • How to avoid wasting money on fake "lead lists"
Apr 23, 2025
The Future of B2B Lead Generation with Jim Lillig
We sit down with digital marketing veteran Jim Lillig, former digital marketing director at NSI Industries, to uncover the secrets of effective B2B lead generation and our new playbook on how to generate B2B leads effectively.
Apr 15, 2025
Bella Vasta on The New Frontier in Small Business Marketing
In this eye-opening episode of the Click and Mortar podcast, we sit down with Bella Vasta, a small business innovator who's revolutionizing marketing through AI optimization.
Apr 8, 2025
Understanding Audience Targeting in Digital Marketing
Learn how to define, build, exclude, test, and measure digital advertising audiences without confusing platform precision with buyer quality.
Mar 31, 2025
How Often Should You Really Update Your Digital Ad Creative?
A signal-based creative refresh framework for agencies using spend, reach, frequency, fatigue, conversion quality, and test capacity instead of a fixed calendar.
Mar 24, 2025
Digital Advertising Creative: The Essential Elements for Campaign Success
In this episode of the Click and Mortar podcast, hosts Mike Patterson and Dustin Trout break down the critical creative elements every business needs for successful digital advertising campaigns.
Mar 7, 2025
B2B Audience Targeting: How Primer is Solving the Unique Marketing Discovery Problem
In this episode of the Click & Mortar podcast, hosts Mike Patterson and Dustin Trout sit down with Keith Delaney, CEO and co-founder of Primer, the innovative platform transforming B2B audience targeting. Keith shares his journey from high school history teacher to Dropbox marketer to founding Primer, a company that reached $1M in revenue within just 9 months by solving a critical B2B marketing challenge: connecting work emails to personal identifiers that ad platforms actually recognize.
Feb 24, 2025
The Power of Retargeting: How to Turn Website Visitors into Customers
Ever wondered why that pair of shoes keeps following you around the internet? That's retargeting - but most businesses are doing it completely wrong. In this episode of Click and Mortar, Mike Patterson and Dustin Trout break down exactly how to build a retargeting strategy that drives real ROI instead of just annoying your potential customers.
Feb 18, 2025
The Four Keys to Effective Lead Generation and Where to Spend Your Time
In this episode of the Click and Mortar podcast, Mike Patterson and Dustin Trout break down the four critical components every successful lead generation program needs. Whether you're running campaigns in-house or working with an agency, these insights will help you optimize your lead generation efforts.
Feb 10, 2025
The Marketing Funnel Blueprint: Create Better Ads That Convert
In this episode of Click and Mortar, Mike and Dustin break down exactly what creative content you need at each stage of your marketing funnel. Stop guessing about what content to create and start building ads that convert.
Feb 4, 2025
Digital Marketing Transformation: Lessons from Jim Piazza
Jim Piazza shares practical lessons about digital transformation, business-specific metrics, creative judgment, stakeholder alignment, and patient change.
Jan 28, 2025
Why Are Ads the Best Lead Generation Tactic
Learn why paid ads can create predictable lead generation, how targeting and measurement support growth, and what must be ready before campaign launch.
Jan 12, 2025
How Much Should You Spend on Digital Advertising?
Build a realistic digital advertising budget from revenue goals, conversion economics, test design, sales capacity, and measurement readiness.
Jan 6, 2025
The Hidden Math Behind Profitable Marketing: Why ROI Tracking Isn't Optional Anymore
Stop throwing money at marketing without knowing if it works! In this episode of the Click and Mortar Podcast, Mike and Dustin from EIC Agency break down exactly how to track and calculate your marketing ROI. Whether you're just starting out or looking to optimize your current tracking systems, this episode gives you the exact formula for success.
Dec 14, 2024
The Art and Science of Creating Irresistible Marketing Offers
Whether you're a small business owner, marketer, or entrepreneur, this episode is packed with actionable insights to elevate your marketing game. Free offer creation guide included!
Dec 6, 2024
EIC Agency Podcast: Dr. Augustine Fou talks Bots and Other Digital Advertising Pitfalls
Dr. Augustine Fou reveals the hidden world of digital ad fraud: 50% bot traffic, fake audiences, and how small businesses can protect their marketing dollars. Learn insider strategies to combat bot fraud, understand true ad performance, and maximize your advertising ROI. Uncover the truth behind programmatic advertising, audience targeting, and conversion metrics.
Dec 3, 2024
GoHighLevel for Agencies: Platform Strategy Beyond Tool Consolidation
Lessons from EIC’s conversation with GoHighLevel co-founder Shaun Clark about agency implementation, platform consolidation, AI, and accountability.
Dec 3, 2024
Inbound Voice AI for Agencies: Qualification, Handoff, and Measurement
A practical agency guide to inbound voice AI covering use cases, disclosure, qualification, human handoff, CRM data, QA, and measurement.
Nov 22, 2024
The Art of Crafting Content That Converts
Plan paid media creative for awareness, trust, evaluation, and action using clear hypotheses, useful proof, and stage-specific measurement.
Nov 14, 2024
How Agencies Can Detect and Reduce Bot Traffic in Paid Media
Learn how agencies can identify bot traffic, separate suspicious activity from poor-fit users, protect lead quality, and report traffic-quality evidence responsibly.
Nov 12, 2024
Why Small Business Owners Are Drowning in Marketing Tools (And What to Do About It)
A practical framework for simplifying an overloaded marketing stack around customer data, execution, automation, and accountable reporting.
Oct 29, 2024
The Great Greek Scottsdale: Lar’s Recipe for Scaling Success
Learn how Lar from The Great Greek was able to successfully launch and grow her local greek restaurant. Tune into the strategies and tactics that made Lar succesful.
Oct 22, 2024
What is Omni-Channel Marketing? Definition, Tips and Examples
Learn how omnichannel marketing connects search, social, email, content, CRM, and sales around one measurable customer journey.
Jan 26, 2024
7 Tips for Mastering Geo Fencing vs Geo Targeting in 2024
Discover the most effective strategies for mastering geo fencing vs geo targeting in 2024. Learn the differences, applications, and best practices to leverage these powerful marketing tools.
Marketing Funnel Blueprint
A full digital advertising guide for every stage of the funnel including metrics, creative and channels to track.
Download
Where to Run Ads Online
A quick and easy strategic guide to where to run ads online when beginning your digital advertising journey.
Download
How to Implement DCO
A simple one-pager on Dynamic Creative Optimization and where to implement to build an ongoing creative optimization engine.
Download
5 Things You Need for Paid Ads
Every marketing team need to have these 5 areas covered and in place before they start to run paid ads.
Download
Your Ad Optimization Checklist
Our checklist with 6 to-dos to eliminate ad spend waste and spend more efficiently in your digital ad efforts.
Download
Why Attribution Matters
Learn why proper attribution tracking matters and find out the metrics to track in each stage of the funnel so you're not killing your return.
Download