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Why Common Sense Marketing Needs a Comeback!

Jason Wood
CEO of Specificity

We’ve trained an entire generation of marketers to not really grasp marketing fundamentals, consumer psychology attributes, things that are actionable in marketing — and instead to just get really good at leveraging platforms and softwares.

Jason Wood — CEO of Specificity — joins Connor to discuss the critical need for a deeper understanding of marketing fundamentals and consumer psychology. Learn about Jason’s innovative approach to data-driven marketing that dramatically enhances ad spend efficiency and conversion rates, marking a significant shift in audience-targeting strategies.

Key Takeaways

  • Shift digital marketing away from Big Tech. It’s time to move the focus of digital marketing away from Big Tech’s broad audience identification methods. There’s no room for the generic one-size-fits-all messaging we see prevalent in Big Tech platforms. Instead, refresh marketing fundamentals and consumer psychology to significantly improve ROI and achieve more targeted advertising.
  • Go deep and get specific with data utilization. In your marketing efforts, prioritize specific, relevant data points over generic data. For example, in industries like window sales, use specific data like home equity to accurately target customers. Why? Because data specificity means more effective targeting, reduced ad spend waste, and notably higher conversion rates.
  • Challenge the status quo with meaningful innovation.. Continuously push the boundaries of conventional marketing methods and embrace adaptations. Explore and test new technologies and trends that align with a data-driven marketing approach. New tools like AI are invaluable when they fit into a strategy focused on precise data utilization, offering breakthrough ideas and new competitive advantages.

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Watch the full interview below:

Jason Wood is the CEO of Specificity, an industry-disrupting digital marketing firm that has recently gone public. Throughout his entire career, Jason has leveraged emerging technology to better define audiences that far outperform the targeting found in Big Tech and Big Social. His style is often referred to as no-nonsense, as he calls it like he sees it and always has the data to back it up.

Connect with Jason on LinkedIn –

Connor Dube is Chief Marketing Officer at Proven Content, an industry leader in B2B social selling and content strategy, Co-Founder of the Mile High Mentors Podcast, and Founder of B2B Mentors. Building his first business at seven, he’s gone on to create multiple companies and supporting his clients approaches to adding multiple 8-figures to their sales pipeline with his innovative approach to Social Selling. As a current leader in sales and marketing strategy for complex industries, Connor’s been featured in top podcasts, resources, and stages, including MSU Denver’s current sales and marketing curriculum.

Connect with Connor on LinkedIn: or email him at

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