Ep 4: Marketing that moves the needle (Copy)

Written By fiona

Episode 4: Panel: Marketing That Moves the Needle (and the Money)

Doing marketing that actually drives results.

Recorded live at the very first Ripple Festival, this episode brings together three powerhouse speakers fresh off the "Marketing That Moves The Needle" panel. Tenai, Brooke, and Nataleigh unpack their biggest insights from the stage. From intentional marketing strategy and data literacy to email marketing systems and the mindset shifts that actually grow a business. Plus, real talk on imposter syndrome, outsourcing, and why you don't have to do it all.

In this episode you’ll hear from:

  • Tenai Seymour

  • Brooke Huckerby

  • Nataleigh Elzein

Marketing That Moves the Needle
Ripple Festival

Ripple Backstage Episode 4: Marketing That Moves The Needle

Host: Christina Canters, CEO of Podcast Services Australia Guests: Tenai Seymour (Ads Haus), Brooke Huckerby (Pen Analytics), Nataleigh Elzein (Pinch Studios) Recorded live at: Ripple Festival

Episode Summary

Recorded live at the very first Ripple Festival, this episode brings together three powerhouse speakers fresh off the "Marketing That Moves The Needle" panel. Tenai, Brooke, and Nataleigh unpack their biggest insights from the stage. From intentional marketing strategy and data literacy to email marketing systems and the mindset shifts that actually grow a business. Plus, real talk on imposter syndrome, outsourcing, and why you don't have to do it all.

What We Cover

  • Why being intentional with your marketing beats doing more

  • How to use Google Analytics to find your biggest channel opportunities

  • The case for doubling down on what works and stopping what doesn't

  • Why you don't need to be on every platform (and how to choose the right ones)

  • Email marketing: why it converts 6x higher than any other channel ($42 for every $1 spent)

  • The 52-week evergreen email sequence strategy for businesses that hate writing emails

  • Using UTMs and data to optimise your email funnel over time

  • Cart abandonment for service businesses, an e-commerce tactic most service providers overlook

  • Outsourcing vs. doing it yourself, and how to be strategic about the choice

  • Imposter syndrome on stage (and why showing up as yourself is enough)

  • What Purpose, Profit, and Possibility mean to each guest

Key Takeaways

On intentional marketing:

"You can't measure what you don't define." Brooke Huckerby

"Double down on what works. But the most important thing is to stop doing the things that don't work." Nataleigh Elzein

"Not everyone has to be on Instagram. Find where your actual clients are." Nataleigh Elzein

On data:

  • If you don't have Google Analytics set up - do it today.

  • Check the Acquisition section → Traffic Acquisition to see where your visitors are coming from.

  • Look at the full buyer journey: awareness, consideration, conversion - where are the gaps?

On email marketing:

  • Email converts 6x higher than any other channel, with an average ROI of $42 per $1 spent.

  • Consider a 52-week automated evergreen email sequence built around your core offer, set it and let the data tell you what to optimise.

  • Use UTMs on every link to track which emails drive traffic and conversions.

  • Map your average lead-to-client timeline, then test warmer sales messaging just before the decision window closes.

  • Service businesses can (and should) run cart abandonment-style emails for prospects who visited a discovery call page but didn't book.

On outsourcing:

"I've never done an organic social media post for my business in five years. That was a strategic decision." Tenai Seymour

On showing up as yourself:

"I get the best response from my audience when I'm just myself — a total nerd who speaks too fast." Brooke Huckerby

On growth:

"You don't actually have to grow to grow. You don't have to grow to make an impact." Nataleigh Elzein (via Odette's day 2 talk)

Guest Shout-Outs

Brooke Huckerby - Pen Analytics Marketing analytics for small business owners: making data feel fun, not scary.

(Business named after Penny the Corgi, because you should feel about your analytics the way Brooke feels about Penny.)

Tenai Seymour - Ads Haus Meta ads and Spotify ads, with a focus on education and empowerment.

  • Website / Handle: Ads Haus (adshaus)

  • LinkedIn: Tenai Seymour

Nataleigh Elzein - Pinch Studios Fractional General Manager helping CEOs focus on what moves the needle, building internal capability and driving profitability.

Mentioned in This Episode

Connect & Follow

Ripple Festival: ripplefestival.au Podcast Services Australia: podcastservices.com.au

Enjoyed this episode? Share it with a small business owner who needs to hear that they don't have to do it all, and that being themselves is more than enough.

fiona
Next

Ep3: Visibility is a long game