186. Why the Fastest-Growing Brands Start With “Who,” Not “What”
Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product.
But the fastest-growing brands today start somewhere very different: with who they’re growing with.
In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, breaks down the mindset shift powering today’s fastest-growing brands — the shift from what to who.
You’ll learn:
Why effective growth marketing begins with people, not platforms.
How brands like Stanley, Walmart, and Toyota built loyalty by serving growth communities.
Practical ways to identify the audiences that will fuel your next stage of growth.
Whether you lead marketing for a global brand or run a growing business, you’ll walk away with a clear framework for designing growth marketing strategies that start with people — and deliver stronger, more sustainable results.
Because when you start with who, the what takes care of itself.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
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185. The Proof Your Customer Acquisition Strategy Needs to Convert More Customers
Most brands focus on awareness in their customer acquisition strategy—but neglect the proof that actually drives conversions.
In this episode of Inclusion & Marketing, Sonia Thompson explains why relevant social proof is the missing piece that helps customers see themselves in your brand—and feel confident saying yes. You’ll learn how to show “people like me succeed here,” why belonging matters just as much as benefits, and how to weave proof of success naturally into every part of your customer journey.
If you want to turn more awareness into action—and more browsers into buyers—this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Other episodes in The New Rules of Customer Acquisition Series:
177. The #1 customer acquisition rule to boost conversions and maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/
178. Win more customers with these 17 proven customer acquisition strategies - Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008 | Spotify- https://open.spotify.com/episode/20g1LPHdTKonIi4Mg0mArn?si=6058bac77a364a62
183. How to increase the effectiveness of your customer acquisition strategy - Apple Podcasts - https://podcasts.apple.com/us/podcast/183-how-to-increase-the-effectiveness-of-your/id1604907821?i=1000729666137 | Spotify - https://open.spotify.com/episode/06uWd7kXFQNLtPsTYZFgQI?si=bce30052698a46d5
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184. Why Smart Brands Are Winning with Growth Communities (And You Should Too)
Most brands overlook underrepresented and underserved consumers — but these are the communities driving the biggest growth opportunities today.
In this episode of Inclusion & Marketing, Sonia Thompson sits down with Edgar Hernandez, Chief Strategy Officer at MyCode, the U.S.’s largest multicultural media company. Together they unpack how MyCode helps brands grow by engaging the audiences most marketers ignore — and why “growth communities” should be at the center of every modern marketing strategy.
You’ll learn why inclusive marketing is growth marketing, what forward-thinking brands are doing differently, and how your team can use inclusion as a powerful driver of business results.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Edgar Hernandez - [email protected]
My Code - https://mycodemedia.com/
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183. How to Increase the Effectiveness of Your Customer Acquisition Strategy
Most brands are eager to launch new campaigns and chase fresh leads. But here’s the truth: if your foundation isn’t strong, your customer acquisition strategy won’t deliver the growth you want.
In this episode of Inclusion & Marketing, Sonia Thompson breaks down why “getting your house in order” is the key to making any acquisition strategy more effective. You’ll learn what most companies overlook, how to fix it, and the simple shifts that turn attention into actual conversions.
If you want your customer acquisition efforts to work harder and deliver bigger results, this episode is your roadmap.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Other Episodes In This Customer Acquisition Series:
The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI - https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/
Win More Customers With These 17 Proven Customer Acquistion Strategies:
Apple Podcasts - https://podcasts.apple.com/us/podcast/178-win-more-customers-with-these-17-proven-customer/id1604907821?i=1000723850008
Spotify - https://open.spotify.com/show/3hC7ezeDfhotEInmHDtL6Z
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182. How This Brand Is Elevating Latinas -- and Redefining the General Market
Inclusive marketing isn’t about business as usual—it’s about disrupting the status quo. In this episode, Sonia Thompson shares a live conversation from HubSpot’s INBOUND conference with the co-founders of DRAFTED, a brand elevating Latinas and reshaping what the “general market” really means.
You’ll hear how they’re challenging incorrect narratives, disrupting an entire male-centered industry, and putting overlooked consumers center stage. If you want to understand how inclusive disruption drives loyalty, growth, and cultural relevance, this conversation is a must-listen.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Attract, convert, and retain a bigger, more diverse, and fiercely loyal customer base with inclusive marketing strategies that fuel business growth. Inclusion & Marketing is hosted by Sonia Thompson — inclusive marketing strategist, consultant, and columnist for Forbes, Inc., and HubSpot — and gives you practical strategies to infuse inclusion into every stage of your customer journey, from customer acquisition and conversion to customer loyalty and customer success. Through solo deep dives, expert interviews, and behind-the-scenes case studies with top brands, you’ll learn how to create customer experiences that resonate with underrepresented and underserved communities — and drive business growth. Part of the HubSpot Podcast Network.
What you’ll hear:
How to build internal systems that support inclusive marketing — so your campaigns are authentic from the inside out.
How to deliver marketing campaigns, communications, and customer experiences that win more customers — including people from underrepresented and underserved communities.
What’s working (and what isn’t) for brands today as they try to effectively engage today’s consumer.
If you’re asking these questions, you’re in the right place:
How do I deliver authentic marketing that actually converts more customers?
How can I grow my customer base in today’s diverse marketplace?
How do I effectively engage underrepresented and underserved customer groups?
How do I connect inclusive marketing directly to business growth and results?
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