Bullhorns & Bullseyes Podcast
Co-hosted by Curtis Hays with collideascope and Tom Nixon with CreativeMill, Bullhorns and Bullseyes explores a broad range of marketing and advertising strategies. From the art of broadcasting compelling stories and thought leadership in order to grow an audience (Bullhorns) to the science of micro-targeting and retargeting highly specific individuals and buyer personas through advanced digital marketing (Bullseyes), we explore the present and future with a curious eye and honest analysis. Join the community today to help us on our mission to close the loop between marketing activity and client/customer acquisition.
Episodes:
Episode 40: Season Finale
In our final episode of Season One, Curtis and Tom discuss the chief takeaways and biggest lessons learned from our first season. Listen in as they break down the big three: 1.) the importance of messaging hierarchy, 2.) the role of systems in marketing, and 3.) the necessity of aligning metrics with objectives.
Episode 39: Lessons Learned and Next Steps
Mario D’Aquila — the guest who helped us launch Bullhorns and Bullseyes — returns for the penultimate episode of Season 1 to discuss the lessons he’s learned since we last spoke with him, as well as to outline his shift in mindset and strategy going forward.
Episode 38: Lead-Gen vs. Lead Capture
Tom and Curtis return from a brief hiatus to discuss some related — but distinct — marketing terms, through the prism of the book “Forget the Funnel.” What are the differences between “lead-gen,” “lead capture” and “demand-gen” (among other activities).
Episode 37: Turning Customers Into Fans, with Scott Howland of the Detroit Lions
With the return of football season nearly upon us, Tom and Curtis are thrilled to welcome Scott Howland, Senior Manager of CRM and Marketing Research at the Detroit Lions, to the show!
Episode 36: The Power of Customer Segmentation
What is customer segmentation and why is it so critical to a brand’s ability to attract and retain loyal and enthusiastic customers or clients? om and Curtis welcome Emily Bielak, Director at market research consulting firm The Martec Group, to explain the basics.
Episode 35: Why Brand Strategy Amplifies Lead-Gen
Tom and Curtis are joined by April Martini, co-founder of Forthright People, to discuss the importance of branding and brand strategy in driving successful lead generation.
Episode 34: How to Sell Consulting
Tom and Curtis are joined by guest Matt Griffin, CEO of Insight Analytics, to discuss the notion that "Consulting services are not sold…they’re bought."
Episode 33: The Power of Active Listening in Sales
Chris Jimenez, founder of Alter Orbit Coaching, joins Curtis and Tom to talk about the power of active listening when it comes to sales meetings and pitches.
Episode 32: Art of Training, Teaching & Presenting
Accomplished leadership trainer and coach Denise Roberts, founder of Playing to Win, joins us to share how her perhaps unorthodox methods of presenting and teaching.
Episode 31: The Power of Specialization
This week’s guest is Chris Langille, Founder of Advisor Evolved, a digital marketing agency specifically serving independent insurance agencies (though not exclusively).
Episode 30: Budgeting for a Website
Curtis and Tom are pleased to welcome Scott Daigger, Founder of Buddy Web Design & Development, to address a much-debated and oft-considered dilemma: What should the budget be for my new website?
Episode 29: Exploring the Sales Funnel
Tom Nixon and Curtis Hays discuss the sales funnel and the importance of understanding where prospects are in their buyer's journey.
Episode 28: Going Back to School on Sales
Kate Simon, the director of coaching at Glover U, joins the podcast to retell her remarkable story, from sales intern to sales mastery with Glover Agency.
Episode 27: Coaching Sales for Wins
Tom and Curtis welcome Dave Tear, owner of Sales Coaches’ Corner, to the podcast to discuss the changing landscape of sales and the importance of having a selling system.
Episode 26: Brand Advocacy & Employee Activation on LinkedIn
Tom and Curtis are pleased to welcome Brenda Meller, an expert LinkedIn coach, to the podcast to discuss strategies for using LinkedIn effectively.
Episode 25: Sales Contracts (and more)
Tom and Curtis are joined by Tricia Meyer, founder and managing attorney at Meyer Law, which provides insights on the different types of contracts and their significance in protecting both parties.
Bonus: Building a Data & AI Company - A Founders Journey
This week we’re publishing a “bonus episode,” an interview with Jigar Navadiya, co-founder of DataSlush. Jigar’s company is a pioneering research-based organization dedicated to helping companies unlock the hidden potential within their data.
Episode 24: Advanced SEO with Nick Swan
Curtis and Tom interview Nick Swan, the founder of SEOtesting.com, about the state of SEO in 2024 and the importance of tracking and analyzing website user data.
Episode 23: The Power of Integrated Marketing, with Nikki Little
Building off last week’s mention of “The PESO Model,” Tom and Curtis discuss the power and benefit of integrated communications with Nikki Little, Senior Vice President at Franco.
Episode 22: Google Ads in B2B, with Cory Lindholm
Curtis and Tom interview Cory Lindholm, a paid advertising expert, about the role of Google advertising in B2B marketing.
Episode 21: Podcasting Production & Promotion
Tom (especially) and Curtis are thrilled to welcome guest Jeff Large, CEO and founder of Come Alive Creative to the podcast to talk about….what else? — podcasting!
Episode 20: Tricks of the Trade
In this very special episode of Bullhorns and Bullseyes, Curtis and Tom take turns sharing their personal “secrets” of their own particular crafts — Tom in content development and Curtis in lead-gen and analytics.
Episode 19: Marketing for Nonprofits
Tom and Curtis are joined by Lindsay Mullen from Prosper Strategies to discuss the unique challenges and strategies of working with nonprofits.
Episode 18: Understanding Behaviors of the Target Customer
Curtis Hays and Tom Nixon interview Terry Bean about the concept of behavior and its various applications to marketing and messaging.
Episode 17:
Customer Referrals & Testimonials
Michelle Blakely, a small business coach and expert in referral marketing, shares her insights on the secrets to asking for referrals and testimonials, including making it easy for customers.
Episode 16:
What Is Your Data Telling You? (Or Not?)
This week, the guys shift their focus from storytelling to data — welcoming data experts Mark Gaskill and Chris DuBach of the Michigan-based omni-channel marketing agency Phoenix Innovate.
Episode 15:
What Is Funnel-Driven Storytelling?
Josh Donnelly, founder of Donco Marketing, demonstrates how storytelling can be used to guide users through the marketing funnel and create a more intentional user experience.
Episode 14:
Video Marketing -
Value vs. Volume
Tom & Curtis are joined by Alan Borman, a video producer & content marketer, to discuss the importance of video in the modern marketing landscape.
Episode 13:
A Podcast About Podcasting
Tom & Curtis "go meta" one more time, as they’ve devoted a whole podcast to talk about the art, science & business case for podcasting.
Episode 12:
What is Marketing Attribution?
Tom & Curtis discuss the topic of marketing attribution, the methodology of attributing a purchase or lead to its source in a marketing campaign.
Episode 11:
The Art & Science of Effective Design
Tom & Curtis are joined by Dan Corcoran, an expert in UI and UX design, to discuss the importance of graphic design in their work and how it intersects with analytics and user-centric design.
Episode 10:
Into the Metaverse
Katie Decker, an expert in Facebook advertising, joins Curtis & Tom to discuss the misconception that "businesses have no business conducting business" on Facebook, and lays out some tips and best practices for doing it right.
Episode 9:
For All Intents & Purposes
Unlock the power of "why" in content development and SEO as Tom and Curtis delve into messaging hierarchies and search intent.
Episode 8: Mastering LinkedIn
In this podcast crossover event, Tom & Jay also separately co-host the Thought Leadership Project podcast, Curtis & they discuss tips for publishing thought leadership & content marketing on LinkedIn.
Episode 7: The Entrepreneur's Journey
A familiar face and name joins the podcast this week, as Stefanie Hays (Curtis's better half) joins the show to share her journey as an "accidental" entrepreneur.
Episode 6: Cybersecurity + Marketing
Matt Loria, CEO of Auxiom, discusses the growing importance of cybersecurity and the various types of cyber attacks that businesses face.
Episode 5: Aligning Sales and Marketing
Fractional CMO, author and frequent podcast interviewee Aimee Schuster joins our pod to break down her view of what ails many sales and marketing departments in organizations today.
Episode 4: Going Meta on Bullhorns and Bullseyes
In a very "meta" episode, Curtis and Tom discuss the meaning behind "Bullhorns and Bullseyes." What are some examples of "bullhorn" tactics, and what are some examples of "bullseye" methodologies?
Episode 3: Closing the Loop Between Sales & Marketing
Curtis and Tom are once again joined by Mario D'Aquila, Chief Operating Officer of Assisted Living Services, for Part Three of our multi-chapter success story.
Episode 2: Systemizing Sales & Marketing
Curtis and Tom are rejoined by guest Mario D'Aquila, Chief Operating Officer of Assisted Living Services, for Part Two of our multi-chapter success story.
Episode 1: Trial & Error and Investing in Success
Curtis and Tom are joined for Part One of a multi-chapter success story by guest Mario D'Aquila, Chief Operating Officer of Assisted Living Services, Inc. in Cheshire, Connecticut.