Right Side Up

More than 70% of the marketers we've surveyed plan to increase their B2B ad spend in 2025. We can't stress enough how ? big ? of a shift that is from that last two years. With that comes ample excitement to hit the ground running as soon as the New Year's ball drops—but if you plan to rely on old-hat strategies, tired messaging, and an unwillingness to test (and test really, really often), it's not going to be the revenue-driving, lead-generating strategy you need to move the needle. Take a deep dive into our latest guide, linked below, if you want to learn: ?? How to optimize the "big three" (Google, Meta, LinkedIn) to maximize ROI ?? Where you should confidently invest your ad dollars—and where you have room to play ?? The emerging platforms you should strongly consider adding to your B2B ads lineup ?? How to maximize every element of your ad creative to ensure peak performance ?? What "LIFE" metrics are and what they'll illuminate about your campaigns ??? Shoutout to Kevin Lord Barry and Luke Roshon for providing these rich insights. Check it out: https://bit.ly/4i34lie #B2BMarketing #Advertising #B2BAds #GrowthMarketing

ICYMI: We hosted our first-ever Growth Marketing Mixers in San Francisco and Santa Monica last week! Check out a few of the photo highlights below. ?? ?? ?? It was wonderful catching up with the Right Side Up community IRL as well as connecting with new-to-us marketing leaders in both cities. Thank you to all who attended—we had a great time and hope to see you again real soon. ?? Which city should we host our next Growth Marketing Mixer in? ??

The rapid growth of podcast and digital audio is shifting how marketers, buyers, and sellers of that ad time are thinking about the platform for 2025 and beyond. Krystina Rubino, GM of Right Side Up's Offline Practice, sat down for The PDMI Take 20 to discuss all things podcasts, digital audio, and performance marketing with Modern Postcard's Chris Foster, Direct Results (DR)' Jill Albert, and Heartcast Media's Molly Ruland. Check out some of the key takeaways from their conversation, then catch the whole discussion below. ?? ?? Audio remains an under-invested medium for most advertisers, capturing 21% of consumers’ media time but receiving only 4.5% of marketing spend.?? ?? Audio now enables more granular segmentation. Brands can target hyperlocal audiences and even leverage AI to refine messaging, voice, tone, and accent for greater impact. ?? Brands often hesitate to explore audio channels, including podcast advertising, due to measurement concerns, but advancements have made it much simpler. [[Explore our blog for guidance or reach out to us to connect with our in-house experts for insights and best practices.]] Watch the full convo here: https://bit.ly/3Og4fWJ #PerformanceMarketing #OfflineMarketing #PodcastAdvertising

Do you know how to build a marketing team that's truly optimized for growth? ?? Building a high-performing team means assembling experts—FTEs, freelancers, and agency teams alike—who complement each other, collectively moving the needle on brand awareness, customer acquisition, and retention. Believe us (and other leaders who are already building out their teams) that 2025 will be the year of the hybrid approach. We've not only identified the roles you should be adding to your team, but the different ways to hire them in our latest article. ?? https://bit.ly/3V1bB49 #MarketingLeadership #MarketingTeams #GrowthMarketing #MarketingStrategy

There's building a marketing budget—then there's getting buy-in from stakeholders. Our upcoming webinar will empower you to do both strategically. ?? Katie Freiberg, best-in-class growth marketer and Investor Operating Partner at Right Side Up, will help you learn how to plan, present, and execute your 2025 budget?with confidence. Gain insights on: 1?? Different budgeting approaches you can take (and choosing the best one for your organization) 2?? Presenting your budget to leadership, earning the support you need to go forth and conquer 3?? Setting budgets for testing new channels and strategies so your marketing plan remains agile and growth-oriented It's all happening December 10 from 11am-12pm PT. Secure your spot now! ?? https://bit.ly/4fn3LKr

Exciting news: Growth marketing leader Matthew Wynne has officially joined the Right Side Up team as our newest Principal Consultant! ?? Matt’s resume speaks for itself: ? First growth marketer for Amazon Web Services (AWS) ? Led acquisition and marketing ops for Amazon Business and Alexa ? First performance marketer for Smartsheet ? Senior director of growth marketing at Wrike For the past five years, he’s also been consulting for Right Side Up clients, helping companies of all stages and sizes hit their growth goals. Now, he'll continue to bring his 15+ years of deep marketing expertise to the table by leading teams of marketers deployed on RSU clients. Join us in welcoming Matt to the team, and check out his Talent Spotlight below to learn more about him! ?? https://bit.ly/48VVgn8

In this episode of Growth Talks, Preston ?? Rutherford, co-founder of Chubbies Shorts and Loop Returns, shares how authenticity, humor, and community helped Chubbies stand out in the crowded D2C space. ?? Building a brand that people remember isn’t just about pushing products—it’s about creating real connections that last. “These aren’t customers. These aren’t viewers. These are people,” Preston explains. For him, creating loyalty isn’t about corporate messaging but about treating customers like friends. Every interaction at Chubbies is designed to feel personal and relatable, which is what makes the brand resonate still today. ?? Humor and personality are at the heart of Chubbies’ brand, helping it cut through the “sea of sameness.” Instead of following trends, the team focuses on creating a vibe that is unapologetically “them.” By embracing authenticity, they have built a community of fans who feel connected on a personal level. ?? Balancing short-term sales with long-term trust isn’t easy, but it’s essential for brands that want to thrive. Success goes beyond quick wins: It’s about knowing your audience so well that they stick with you, sale after sale, because they truly trust you. ?? Data can enhance that connection—not just to track clicks or conversions, but to understand what customers feel about the experience. Numbers alone don’t capture it; it’s about creating a brand that customers feel drawn to time and time again. Catch the full conversation with Preston on Growth Talks to hear how he builds brands that stand out, stay memorable, and keep people coming back. https://bit.ly/3AF58oM #D2CMarketing #BrandBuilding #CustomerLoyalty #Authenticity #Growth

ICYMI: Catch the replay of our latest webinar, "How to Supercharge Your B2B Ads in 2025," featuring B2B advertising experts Kevin Lord Barry and Luke Roshon as they share their tactics for data enrichment, achieving specificity, and driving engagement. You'll learn how to: ?? Test a range of visual headlines to find the top-performing ones ?? Promote hyper-targeted offers to the right decision-makers tied to a company's USP ?? Optimize campaigns using server-to-server tracking ?? Measure the impact of brand and awareness campaigns without direct conversion tracking It's all on-demand right now when you sign up: ?? https://bit.ly/4eYtkBv

If you wait until January to tackle hiring, you might miss key opportunities to hit the ground running in the new year. Right Side Up has a proven approach to resourcing that helps brands grow at any stage. Join us next week for a Deep Dive to learn how we can help you fill necessary skills gaps to unlock potential within your marketing function, develop a distinct and competitive strategy, and elevate your team's capability to drive real results. Don’t miss this opportunity to prepare for 2025. Snag a spot below! ?? https://bit.ly/4hA42el

Marketers, advertisers, and podcast listeners alike have been feeling a shared sentiment—one that data now confirms: Podcast advertising is at risk of losing what makes it special. Over the past few years, podcast advertising has surged, with ad spend rocketing from $170M in 2018 to over $2.3B in 2023. But growth isn’t always a clear win, and our latest data reveals a surprising trend: As ad volume rises, listener engagement and ad effectiveness are dropping. So what is the real cost of podcast monetization? ?? For advertising to remain effective, we need to preserve what makes podcasting special - the authenticity of the relationship between the host and the listener. This is a call to balance monetization with audience experience, ensuring that podcasts don’t lose what made them unique in the first place. Our latest article, penned by the incomparable Becky Ralston, shows firsthand how podcasts are turning off listeners, how ad load is deterring marketers from investing in what has and continues to be a profitable channel for brands, and what we need to do to course correct to maximize performance and monetization in podcast advertising once again. Read it now ?? https://bit.ly/4fnq2I8 #PodcastAdvertising #MarketingStrategy #OfflineMarketing