Tyson Drake is a fractional CMO for eight- to nine-figure DTC brands, helping them scale profitably. As a self-taught affiliate marketer, he became the CMO of The Oodie, where he trained an in-house team of over 25 people across performance marketing, creative, and e-commerce, scaling the company to nine figures across eight markets.

As an e-commerce brand, expanding into international markets can skyrocket profitable growth in multiple areas, and a robust marketing strategy is crucial to this expansion. What strategies can you harness to penetrate new markets for exponential growth?

Global marketing powerhouse Tyson Drake scaled to $200 million in yearly revenue by diversifying in multiple international markets. He attributes this achievement to his progressive internalization strategy, which involved having complete visibility into his business operations and regional trends to allocate budgets effectively across channels. This omnichannel distribution is essential in targeting your total addressable market and identifying growth opportunities. When measuring ROI for your efforts, focus on contribution dollars rather than profit margins for a more accurate growth measurement.

In this episode of the Up Arrow Podcast, William Harris chats with fractional CMO Tyson Drake about allocating your marketing budget to scale into international markets. Tyson talks about targeting new demographics, how to launch into new channels and promote new products during global expansion, and how to navigate a saturated market.

Will Leach is the Founder of Mindstate Group, a behavioral research and brand consultancy that specializes in identifying the unconscious factors driving consumer behavior. As the world’s leading expert on subconscious mindstate research, he works with innovative brands to uncover actionable consumer insights. Will is also the best-selling author of Marketing to Mindstates and is a Behavioral Design Instructor at the Texas A&M Human Behavior Lab.

Have you ever been captivated by an ad that seemed to read your mind or wondered why certain products make their way into your shopping cart almost without thought? Behavioral psychology plays a huge role in consumer purchasing decisions. So how can you leverage psychological mindstates in your marketing?

According to passionate behavioral marketer Will Leach, mindstates are emotional motivations that make consumers susceptible to influence. In these moments, they’re more likely to make rash, subconscious decisions that satisfy demands. Marketers can leverage these mindstates to influence purchasing decisions and drive brand awareness. Behavioral marketing techniques include employing visual cues to increase your ads’ stopping rate and developing a frame of reference to give your product a competitive edge. However, these strategies only capture short-term attention. To sustain brand loyalty, you must shift from emotional allure to demonstrating your products’ rational benefits.

In this episode of the Up Arrow Podcast, William Harris converses with Will Leach, the Founder of Mindstate Group, about the practical applications of behavioral marketing. Will talks about the influence of the environment on purchasing decisions, how brands can harness psychological cues to create persuasive marketing campaigns, and why brands struggle with rapid growth.

Phillip Jackson is the Co-founder of Future Commerce, a media company helping retailers and e-commerce companies understand the future of commerce and culture. With an engaged global audience of over 100,000 executives, his reach spans seven retail and digital commerce-focused content realms. As a writer, speaker, and marketer, Phillip has spent decades shaping brands and e-commerce businesses, guiding them from $10 million to $100 million and beyond.

Brands are vying for consumer attention online, but trends have become relative to specific audiences. As consumers are overwhelmed by purchasing choices and brands seek differentiation, holidays and other cultural events have become perpetual marketing campaigns. How does this relentless pursuit of relevance impact culture and commerce, and how can brands contribute to this discourse?

With diverse cultural experiences under his belt, Phillip Jackson recognizes the relationship between culture and commerce, maintaining that e-commerce brands shape societal culture and consumer behaviors. He says to embrace this fusion by incorporating cultural motifs into your branding strategy to resonate with consumers and foster a stronger connection. You can also leverage archetypes to craft engaging brand narratives. Since culture has become commoditized, structuring marketing campaigns to align with societal changes and cultural movements is crucial to expanding your influence.

In the latest edition of the Up Arrow Podcast, Phillip Jackson, the Co-founder of Future Commerce, joins William Harris to discuss the dynamics of commerce as an integral part of culture. Phillip shares how to maintain relevance in a trend-driven market, how e-commerce can reignite the humanities discipline, and how Buy Nothing groups impact consumerism.