Perryn Olson is a Principal at AltCMO, a firm providing fractional CMO services and marketing strategy tailored to construction and construction technology companies. With nearly two decades of experience in the industry, he specializes in aligning marketing with business development, recruiting, and company culture. Perryn holds certifications from SMPS and the Construction Marketing Association and is a recognized thought leader in construction marketing. He authored The Construction Executive’s Guide to Brand Marketing and frequently speaks at industry events.

Branding isn’t just about a logo or a slick website — it’s about making people feel something. In construction, that feeling can be the difference between winning a project or losing a job candidate. So how can firms build a brand that attracts both top-tier clients and loyal employees?

According to Perryn Olson, a veteran construction marketing strategist and author, it all starts with strong positioning that reflects a company’s values and culture. He highlights how many construction firms overlook branding’s role in recruiting, even though labor shortages continue to impact the industry. The best brands act like magnets, drawing in the right clients and talent while repelling poor fits. This clarity strengthens business development, builds alignment across teams, and avoids costly mismatches. Perryn also emphasizes the importance of aligning internal values with external messaging to build long-term trust and retention.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Perryn Olson, Principal at AltCMO, to discuss how construction firms can leverage branding to attract better clients and talent. They talk about overcoming the low-bid mindset, using ideal client profiles for growth, and how to stand out with B2B direct mail. Perryn also shares his insights on aligning marketing with internal operations to drive smarter strategy.

Ernest Tavares III is the Founder of First Step Growth, a performance marketing agency that helps direct-to-consumer brands scale profitably through data-driven advertising. With over $200 million in capital deployed across platforms like Meta, Google, TikTok, and Reddit, he specializes in lowering customer acquisition costs and boosting return on investment. A Wharton graduate, Ernest has led growth initiatives at startups including Mochi Health and Connie Health.

In today’s noisy digital world, getting in front of the right customer is harder and more expensive than ever. Marketers face rising ad costs, AI-altered search behavior, and increasingly fragmented channels. So how can startups scale smarter without wasting their budgets?

According to Ernest Tavares III, a seasoned growth marketing strategist who has deployed over $200 million in ad spend, the answer lies in using strong data signals instead of relying on outdated segmentation tactics. He highlights that modern platforms like Meta and Google are more efficient when fed clear conversion and customer match signals, allowing their algorithms to do what they do best: find buyers. The impact is better ROI and faster scaling. Ernest also explains that physical channels like direct mail, when paired with digital campaigns, can amplify conversions and stand out in ad-saturated markets.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Ernest Tavares III, Founder of First Step Growth, to discuss scaling smarter using AI, paid media, and direct mail. They explore why signal quality beats segmentation, how to use direct mail for retargeting, and what makes AI tools a secret weapon for lean teams. Ernest also shares tips for measuring performance with ROI-focused metrics.

Brad Schlachter is the Founder and CMO at Rise Business Ventures, a consultancy that provides fractional CMO services and growth strategies for companies in technology, media, and entertainment. With over 15 years of experience, he has led marketing initiatives for major brands like Disney, Microsoft, and Major League Baseball, as well as high-growth startups. His expertise includes scaling customer acquisition, improving conversion rates, and reducing churn through data-driven strategies.

Not all data is created equal — and not every marketing strategy delivers results. In a fast-moving digital landscape where vanity metrics often distract from true performance, how can marketers connect the dots between insight and action to drive sustainable growth?

According to Brad Schlachter, a seasoned full-funnel growth strategist, the key lies in aligning brand storytelling with data-driven performance marketing. He highlights the importance of developing strong brand positioning before scaling acquisition efforts. When startups skip this foundational work, they often struggle to stand out and fail to convert initial attention into long-term growth. Brad also emphasizes the need to test pricing strategies, pointing to his experience with MotorTrend+, where lower pricing unexpectedly led to longer retention and higher lifetime value. With thoughtful experimentation and a cross-functional approach, marketers can transform raw insights into strategic outcomes.

In this episode of the Response Drivers podcast, host Rick Rappe is joined by Brad Schlachter, Founder and CMO at Rise Business Ventures, to talk about turning insights into scalable marketing strategies. Brad shares how to build alignment across the full funnel, why pricing tests can unlock growth, and the overlooked power of emotional brand storytelling. He also gives advice on building trust to implement data-backed decisions.

Michael Baer is the Fractional and Interim Chief Marketing Officer at TechCXO, a firm that provides on‑demand, interim and fractional C-suite executives who help high‑growth companies accelerate strategic and operational performance. With over 35 years of marketing and operational leadership, he brings expertise in transforming and professionalizing marketing and business development functions for VC/PE‑backed healthcare, B2B tech, and media companies. Michael is widely sought as a fractional CMO and growth advisor, guiding startups, scale‑ups, and multi‑brand organizations through brand innovation, go‑to‑market strategies, and organizational alignment.

Why do so many marketing efforts fall flat, even when they start with a strong idea? The truth is, great ideas alone aren’t enough — execution matters just as much as strategy. So how do high-growth companies align both to build sustainable marketing momentum?

According to Michael Baer, a marketing strategist with decades of experience across advertising and corporate marketing, successful companies balance strategic clarity with disciplined execution. He highlights that many early-stage and growth companies dive straight into tactics without defining who they’re targeting, what their core message is, or how their marketing efforts connect across channels. This leads to fragmented branding, wasted budget, and missed opportunities. By establishing a solid foundation rooted in personas, positioning, and a clear go-to-market strategy, companies can make every tactic more effective and measurable.

In this episode of the Response Drivers podcast, host Rick Rappe is joined by Michael Baer, Fractional and Interim Chief Marketing Officer at TechCXO, to talk about how aligning strategy and execution leads to smarter marketing growth. They discuss why startups often confuse activity with progress, how to build cohesive brand experiences, and what it takes to make direct mail truly effective. Michael also shares how AI is accelerating execution and what that means for marketers today.

David T. Scott is the Founder and CEO of Evil Genius Games, a tabletop role-playing game publisher known for Everyday Heroes, a modern-day RPG system compatible with Fifth Edition Dungeons & Dragons, as well as licensed adventures based on blockbuster films like John Wick, Pacific Rim, and Highlander. A seasoned entrepreneur, Dave has founded and sold three venture-backed tech startups, including an on-demand streaming service acquired by Kevin Hart. He has also held executive marketing roles at major companies such as Amazon Web Services, Twitter, AT&T, and Oracle. An avid gamer, Dave is ranked seventh worldwide in the board game Risk and is passionate about blending storytelling, technology, and community in the tabletop gaming space.

The marketing world is evolving faster than ever, with technology and data now at the heart of successful campaigns. As AI advances, marketing automation grows more sophisticated, and tech stacks become more complex, many leaders are asking: how can marketers build smarter systems that most effectively drive growth?

According to Dave Scott, a marketing leader with decades of experience across tech giants and startups, it starts with embracing technology as an integral part of the marketing function. He highlights how modern CMOs are increasingly operating like CIOs, overseeing expansive tech stacks that power customer acquisition and performance marketing. This shift allows companies to make data-driven decisions that optimize spend, personalize customer experiences, and align closely with business outcomes. Dave emphasizes the importance of aligning marketing metrics with sales through pipeline contribution, ensuring teams share unified goals. He also explores how AI may soon empower even smaller businesses to build custom tools once reserved for enterprise giants.

In this episode of the Response Drivers podcast, host Rick Rappe is joined by Dave Scott, Founder and CEO of Evil Genius Games, to discuss building smarter marketing systems through technology and data. They explore how marketing leaders manage complex tech stacks, why AI will transform custom tool development, and how shared metrics unify marketing and sales. Dave also shares advice on balancing data with creative intuition in campaign strategy.

Andrew Lee Miller is the Founder of GrowthExpertz, a boutique marketing agency that helps startups scale quickly and cost-effectively without hiring in-house teams. A veteran growth marketer, he has led growth for three VC-backed startup exits and consulted for nearly 100 companies across 15 countries. Since founding GrowthExpertz in 2016, he’s helped clients reach major milestones, including acquisitions and 8-9 figure valuations. Andrew is also a global speaker, author, and host of the podcast Funded, Now What?!.

What’s the smartest way for a startup to grow without burning through their funding? With so many tools, platforms, and opinions out there, early-stage founders often get overwhelmed and misallocate their budgets. How can you prioritize marketing strategies that actually scale your startup sustainably?

According to Andrew Lee Miller, a globally recognized startup growth expert and marketing strategist, the key is building a strong marketing foundation before spending a dime on ads. He highlights the importance of getting your website, analytics, SEO, and messaging right before layering on scalable organic strategies. This method reduces failure rates, saves capital, and sets the stage for long-term growth. Andrew also emphasizes that startups often waste money by hiring high-profile talent who aren’t equipped for the roll-up-your-sleeves environment early-stage ventures require.

In this episode of the Response Drivers podcast, host Rick Rappe sits down with Andrew Lee Miller, Founder of GrowthExpertz, to talk about growth strategies and tools to scale early-stage startups. Andrew shares how to test marketing channels without a large budget, why organic growth outperforms paid ads early on, and the key elements of a high-converting marketing foundation. Andrew also gives advice on using AI and fractional teams to drive results efficiently.

Maria Botta is a seasoned marketing strategist and fractional Chief Marketing Officer who partners with startups and established businesses to drive growth through innovative branding and digital strategies. Over the past decade, she has advised more than 200 founders, particularly supporting Black, Latino, and female entrepreneurs through roles with Techstars, Builders + Backers, and ACT House. Beyond her consulting work, Maria is a published writer and speaker, contributing to platforms like Latin Business Today and Thrive Global on topics such as entrepreneurship, personal branding, and the future of marketing.

Startup founders often pour their energy into building innovative products — but too many stall when it comes time to scale. Flashy features and complex roadmaps can’t replace the one thing that actually drives growth: a clear, compelling message that resonates with real customers. So how can ambitious leaders cut through noise and uncertainty to create marketing that actually moves the needle?

According to Maria Botta, a seasoned marketing strategist and fractional CMO, scalable marketing starts with message clarity and deep customer insight. She highlights that many founders assume product-market fit without validating demand through direct conversations with their audience. This gap leads to misaligned campaigns and missed opportunities. The brands that scale, she says, are led by teams who continuously engage their customers, simplify their messaging, and align execution with real-world capacity.

In this episode of the Response Drivers podcast, Rick Rappe sits down with marketing strategist and fractional Chief Marketing Officer Maria Botta to talk about clarity, customer research, and startup marketing that actually works. They discuss how to validate ideas through interviews, why emotional connection beats feature lists, and how to balance bold vision with executable strategy. Maria also shares how founders can avoid stalling by prioritizing the right marketing leadership early.

Christopher Erkelens is the Founder and Chief Storyteller at Marketing Impact, a California-based consultancy that helps purpose-driven organizations clarify their brand narratives and align marketing strategies to inspire measurable impact. With over 15 years of experience in marketing and communications, he specializes in crafting compelling stories that drive audience engagement and business growth. Prior to launching Marketing Impact in 2023, Christopher served as Vice President of Marketing and Communications at Big Brothers Big Sisters of Orange County & The Inland Empire, where he led initiatives to boost brand awareness and community involvement.

What makes a brand truly unforgettable in a crowded, hyper-competitive market? It’s not just a better product or a bigger ad budget — it’s the story that stirs emotion and sparks connection. But how do you tell a story that not only resonates, but also drives real growth?

According to Christopher Erkelens, a marketing strategist with nearly two decades of experience across nonprofit, B2B, and B2C sectors, the secret lies in anchoring your brand around a powerful point of view. He highlights that today’s most impactful brands go beyond promotion — they embody purpose. When a brand leads with mission and meaning, it inspires loyalty, drives conversions, and creates advocates. Christopher shares how defining emotional triggers, leveraging long-form storytelling, and integrating AI tools like custom GPTs enable brands to scale without losing authenticity.

In this episode of the Response Drivers podcast, Rick Rappe is joined by Christopher Erkelens, Founder and Chief Storyteller at Marketing Impact, to discuss how purpose-driven storytelling helps brands inspire and scale. They explore why emotion beats logic in marketing, how AI can enhance — but not replace — human creativity, and what makes long-form storytelling so effective in direct mail. Christopher also shares practical advice for crafting a brand voice that truly connects.