Charlie Riley has built a career on being the first marketer in the building — and on earning the trust marketing needs to actually work.

On this episode of What's Your Process?, Charlie breaks down how to tell whether a company will respect marketing before you take the job, why the listening tour and a few quick wins matter more than a big day-one plan, and how to turn internal buy-in into a strategy the whole company owns. Plus: why B2B marketers should take a second look at out-of-home advertising.

Charlie is the VP, Marketing at InsurePay, a payments platform built for the insurance industry. This conversation was recorded while he led marketing at OneScreen.ai, an out-of-home advertising platform.

Full show notes, links, and the video version: https://www.thecreativebrand.io/whats-your-process/earning-marketing-buy-in

Meghan Keaney Anderson has built her career at the intersection of product marketing and brand storytelling — first at HubSpot, and now as Head of Product Marketing & Communications at Watershed, the enterprise sustainability platform.

On this episode of What's Your Process, Meghan breaks down how she finds the human story inside a product launch, why every function needs a problem statement instead of a pre-built plan, how to handle a launch that gets upended at the last minute, and why she thinks in 90-day windows instead of single launch-day moments.

Full show notes, links, and the video version: https://www.thecreativebrand.io/whats-your-process/product-stories-that-feel-personal

It's the season one finale of "What's Your Process?" and yes... we're wearing mullets!

Melissa Rosenthal (Co-Founder, Outlever) teaches us all about disruption and being on the cusp of what's next. From employee #10 at BuzzFeed to Cheddar to ClickUp and now, as Co-Founder of Outlever, Melissa has proven time and again her ability to spot where the industry is headed and how to stay ahead as everything around us changes.

Melissa discusses the impact personal branding has had, how AI will shape the job market, and the power of combining technology with human relationships. She also reveals her thoughts on creating a sustainable competitive advantage and how you can do it too.

The Process:

0:00 Intro + wait… are those mullets?

3:21 What is one thing you’re world class at?

10:00 Look around and trust your gut

17:25 Start building and do what you can

23:12 AIs effect on what’s next

29:50 What’s your moat?

36:44 What’s next?

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/how-to-see-whats-next

▶️ Youtube: https://youtu.be/A4iYLQsrFyM

🎧 Spotify: https://open.spotify.com/episode/5LqTysb5JIstIuMyTzwrCv?si=3a84a1a99ef240d2

🍎 Apple Podcasts: https://podcasts.apple.com/dz/podcast/how-to-see-whats-next-with-melissa-rosenthal/id1790102195?i=1000704538369

👤 Melissa's Linkedin: https://www.linkedin.com/in/melissarosenthal5/

🌐 Outlever: https://www.outlever.com/

👤 Dmitry's Linkedin: https://www.linkedin.com/in/dmitryshamis

🌐 The Creative Brand: https://www.thecreativebrand.io

🫰 OhSnap!: https://ohsnap.agency

✉️ The Brief Creative Newsletter: https://www.thecreativebrand.io/newsletter

▶️ What's Your Process?: https://www.thecreativebrand.io/whats-your-process

When it comes to BOFU (you know, bottom of the funnel) marketing, there's no one better than Lashay Lewis (Founder of BOFU.ai). In this episode, Lashay shares her approach to building a BOFU strategy that converts and gives us a sneak peek into how she runs her business too.

Discover how Lashay's innovative process—including her custom-built dashboard and dynamic frameworks—has revolutionized the way she approaches content creation and client management. We cover everything from getting everyone aligned to repurposing and even how you're still sleeping on live chat.

The Process:

0:00 Intro + Gamifying your life

9:47 What is one thing you’re world class at?

10:10 Make sure your internal team is aligned

24:47 BOFU keyword research

35:37 Article creation

43:15 What’s next?

Links:

🏠 Episode Home: https://www.thecreativebrand.io/whats-your-process/building-a-bofu-strategy

▶️ Youtube: https://youtu.be/jvGqdcYkMPo

🎧 Spotify: https://open.spotify.com/episode/2RpAVlly8CWKmeHaz56Fxx?si=8cb2ab1b83bd40cf

🍎 Apple Podcasts: https://podcasts.apple.com/dz/podcast/building-a-bofu-strategy-with-lashay-lewis/id1790102195?i=1000703678755

👤 Lashay's Linkedin: https://www.linkedin.com/in/lashaylewis/

🌐 BOFU.ai: https://bofu.ai/

🌐 Content Dashboard: https://authorityplug.com/content-dashboard

👤 Dmitry's Linkedin: https://www.linkedin.com/in/dmitryshamis

🌐 The Creative Brand: https://www.thecreativebrand.io

🫰 OhSnap!: https://ohsnap.agency

✉️ The Brief Creative Newsletter: https://www.thecreativebrand.io/newsletter

▶️ What's Your Process?: https://www.thecreativebrand.io/whats-your-process