Devin Bramhall

Co-host: Don't Say Content. Marketing Advisor. Agency Growth Strategist. Former CEO of Animalz.

Your CEO doesn't hate marketing. They hate that you can't prove that it works.

I know because I've been the marketer pitching brilliant strategies that get shelved and the CEO wondering why marketing feels like an expensive black box.

After 15+ years building content strategies as a marketer and tripling Animalz to nearly $12M ARR as CEO, I realized the real problem:

We're optimizing for activities instead of outcomes. Checking boxes instead of driving growth.

The dirty secret? Most "content marketing strategies" are just glorified to-do lists.

My book "B2B Content Marketing Strategy" shows why "do more marketing" is killing growth and what to do instead.

Now I help companies stop doing marketing and start growing businesses as a fractional Chief Growth Officer.

If you're tired of: 
→ Defending your work instead of leading with it 
→ Following frameworks that feel like busy work 
→ Watching brilliant ideas die in committee

You're in the right place.

I help marketers ask better questions. Not “what content do we need?” but “what does the business need to grow?'"

Get weekly no-BS takes on growth: devinbramhall.com/newsletter

Chief Executive Officer

So why am I starting a newsletter when there are already ten thousand marketing newsletters? Fair question.

I got tired of having the same conversation in private that nobody's having in public.

Every week, I sit with marketing leaders who are smart, capable, doing everything right on paper, and still getting crushed. Because the company around them is broken in ways nobody talks about.

The CEO who says "I trust you" and then rewrites your strategy in a board meeting. The founder who hired you to lead marketing but won't let you make a single decision without their sign-off. The reorg that has nothing to do with performance and everything to do with politics.

I hear these stories constantly. From my advisory clients. From my coaching sessions. From people in my comments and DMs who just need someone to say "no, you're not crazy."

So why is everyone learning this stuff alone?

I've also been the CEO. I have been the person making the calls that marketers complain about, and I've been the marketer complaining. I know what both sides are thinking because I've been both sides.

That's what Good Question is. 

I take real stories, real situations, change the names, and break down what actually happened. The human problem. The politics, the miscommunication, the thing nobody in the room said out loud.

Get my newsletter here: https://lnkd.in/ehqXFYNB

First edition arriving in your inbox soon.

Chief Growth Officer [Fractional]. Author: “B2B Content Marketing Strategy” out now on Amazon

I’ve been a CEO. I’ve also advised dozens. And I can tell you... 

I've watched the same person look at the same marketing report on a Monday and love it. 

Then Wednesday? "I don't know why you're showing me this."

Same numbers. Same deck. The CEO had a different week.

And like, that's not a criticism. That's just the job. Being a CEO means you're thinking about 500 things in the next half hour. Your marketing report is maybe thing #387.

So my PR team sends me this question...
"What's the best ROI metric marketers should track in 2026?"

And I wrote this very long answer that was basically me being like, this is the stupidest question I've ever heard. It depends on the industry, the company, the CEO's literal individual personality. (I was nicer about it. Slightly.)

Because every CEO is different. Every person you report to is different. And what I keep trying to tell people is, your job isn't to prove marketing works with the perfect dashboard.

Your job as a marketing leader is to figure out what story your CEO will hear, what they'll say yes to, and what they can go brag about.

Like, give your CEO one killer data point the week before they go to a big dinner or conference. Something specific. Something they can drop in conversation. They'll tell you they don't care about vanity metrics, but THEY DO. They love those bragging rights. They just don't want to see the whole spreadsheet.

And get other people on the team whispering in their ear. Multiple people. So the CEO's hearing it from everywhere.

That's when you start actually making an impact. When your CEO looks good and lets you keep doing the work you know is right.

We keep debating metrics like there's a universal answer. There isn't. There's a human sitting across from you. Speak to them.

Anyway... I got into this more with Ross Hudgens on his podcast. 

Link in comments if you want the full rant.

Speak their language

I'm attending the CMO Alliance Summit in NYC this March.

85+ CMOs and marketing leaders in a closed, peer-focused environment. We're digging into why CEOs don't trust marketing by default, what actually earns that trust, and how you shift from defending your work to owning business outcomes.

If you want to build real trust with your CEO, this is worth your time.

It's invitation-only. DM me for an invite.

Shoutout to the CMO Alliance

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Everyone says the best marketers think like CEOs.

I've been both. They're wrong.

When I first started sitting in exec meetings, I was so focused on proving I was smart I missed every signal in the room. What the CEO actually cared about. Why they were pushing back. Gone.

That was the whole mistake.

I didn't need to think like a CEO.
I needed to pay attention like a marketer.

The CEO is an audience.
The CFO is an audience.
The annoying executive who suddenly has very strong opinions about marketing is definitely an audience.

You do not win those people over by becoming them.

You win them over the same way marketing works anywhere else. Study what they care about. Figure out why your pitch isn't landing. Then run a campaign on them like the marketer you are.

That is the job.

Talked about this Jordan Ogren on the On Marketing podcast and honestly went off more than I planned. If you want the full rant, link's in the comments.

So CEO buy-in is my thing now. 

I didn't pick it. I honestly kind of stumbled into it.

When Margaret Kelsey and I were doing our podcast Don't Say Content, we started talking about the disconnect between CEOs and marketing. 

First time we talked about how companies fail when the CEO and the GTM org aren't even speaking the same language? 

It was our best episode. By whatever the podcast metrics are. So we tried it again, slightly different angle. Same result.

And I was like OK that's interesting.

Then I started looking at my LinkedIn posts differently. I started paying attention to saves. Sends. Shares. Those are completely different-level signals than someone hitting the like button.

And what I care about the most is where people are deeply engaged. Where I see a real problem to be solved. And it was THIS topic.

But I didn't just go all in on this immediately. 

I spent years kind of figuring out what mattered within it. Testing it. Narrowing. What specifically about CEO buy-in? Which part of that conversation? What's the thing marketing leaders actually need?

And this is the part nobody wants to hear because it doesn't come with a template. You need to stop looking for proof. Stop asking for feedback. Stop looking at what your friends are doing.

What you need to do is think for yourself. Come up with an idea. Have enough leading indicators that it could work. Then go put together logical experiments to see if it will.

That's it. That's the whole strategy. Follow signals. Test. Narrow. Commit.

Nobody gave me permission to go all in on CEO buy-in. I just followed enough signals that I trusted myself to try.

Ross Hudgens and I talked about this, the whole thing about why nobody wants to hear "think for yourself" as strategy advice.

It's a good conversation if you're in this headspace right now. I'll link it below.

𝘖𝘳 𝘧𝘪𝘯𝘥 𝘶𝘴 𝘰𝘯 𝘠𝘰𝘶𝘛𝘶𝘣𝘦 𝘢𝘵 𝘊𝘰𝘯𝘵𝘦𝘯𝘵 𝘢𝘯𝘥 𝘊𝘰𝘯𝘷𝘦𝘳𝘢𝘵𝘪𝘰𝘯.

Happy snow day to all those who celebrate.

Sustainable Energy Solutions Pty Ltd (SES)

Sustainable Energy Solutions is a niche consulting firm specialising in energy procurement - servicing medium to large companies across all industries.

As a B2B Digital Marketer my role included:
- Campaign creation across multi-channels 
- Content Marketing
- Copywriting 
- Email marketing (HubSpot)
- Webinars
- Google Search and Banner Ads
- Branding (new Brochure suite and digital-assets)
- Graphic Design: eDM, marketing materials, brochure suite, eBooks, digital posts, LinkedIn and GDN ads.
- Website updates, landing page creation
- And all the other things marketers do but don't have time to list.

B2B Digital Marketing Specialist - Campaign Manager - Creative Designer - Content Creator

Pegasus Management

During my time at Pegasus/Avetta my role was dynamic and broad in nature and included:

DIGITAL MARKETING
Google Ads (creation of keyword campaigns, bid strategy), Display Ads (design & targeting), LinkedIn advertising, Google Analytics reporting, social media content creation (posts/video), monthly reporting & videos for socials

CAMPAIGNS
multi-channel / brand awareness & lead generation (12wk) - strategy and execution

ONLINE EVENT
industry webinar - 3rd party promo, guest speaker liaison, ON24 setup 

GRAPHIC DESIGN
print (brochures, user guides, whitepapers) and digital (social media posts, banner ads, portals, websites, event promotion)

PROJECTS
SEO audit, Google Tag Manager, web enhancements (Resources page/gated assets landing page)

WEBSITE UPDATES
wordpress website updates (Pegasus and Contractor websites)

LIAISON
USA team, multiple agencies and 3rd parties

SALES SUPPORT

Marketing & Design Specialist

Anglican Care

My key responsibilities in this diverse role included: 

BRANDING: complete re-brand of Anglican Care's marketing suite, style guide and website. Responsible for ensuring all customer touch points reflected the brand values, tone, aesthetic (style guide) and key messaging.

GRAPHIC DESIGN: all brochures, annual report, print adverts, outdoor (bus-backs, billboards, signage) digital adverts and direct mail. 

DIGITAL MARKETING:  outline digital strategies and campaigns. Create website content (editorial, news, competitions), Facebook Advertising Business Manage and liaising with an agency to execute SEO and Google AdWords.

CONTENT MARKETING: production of Let's Talk editorials (various publications and website),  produce/co-host Let's Talk Seniors Podcast, creation of competitions, Facebook content.

SPECIAL PROJECTS: development of community engagement activities such as Seniors Days, production of corporate videos (Sustainability) and Sustainability Report etc. 

Examples of my design work can be seen on the ISSUU link below. Also attached is an example of my copy writing featured in Intouch Magazine and Sustainability Video.

Creative Designer / Brand Specialist

Stampede Style

Online art store selling Giclee prints of Andrew Howells hand drawn animals. The role included the creation and maintenance of a SquareSpace website, digital marketing including the creation of content for Instagram and Facebook of which included: posts, adverts, photo shoots etc. and the design and production of marketing materials and stationery.

Digital Marketer / Designer

Peach Advertising, ATO Newcastle, Energy Australia, 

After moving to Newcastle from Sydney I held a variety of contract roles until 2006 when I took leave to have children.

Contract Roles - Agency Traffic Manager, Auditor

Kellogg Company

Marketing Consumer Services Manager, Trade Marketing Assistant

Rothschild

I begin my time at Rothschild in London working as an Executive Assistant in their Mergers and Acquisitions Team. When I returned to Sydney over a year later I took a role at Rothschild Sydney as a Sales Co-Ordinator and was promoted the following year to an Advisor Development Manager.

Adviser Development Manager, Sales Coordinator, EA

Strategic Marketer | Certified Digital Marketing Professional | Content Creator | Graphic Designer

I have over ten years of marketing and branding experience across various industries (B2C and B2B). Whilst branding and campaign management are my passion, I consider myself a marketing generalist. Copywriting, graphic design, website management, email marketing, events, podcasting, LinkedIn and Google Ads are just some of the hats I wear.

I am a BIG believer in strategy first, tactics second. In my experience B2B marketing has 5 key pillars which need to be focused on to build brand salience, attract prospects into your funnel, engage users, convert leads into sales and brand evangelists. 

Those pillars are:
☑️ Branding
☑️ Website / SEO
☑️ Brand advertising (long-term)
☑️ Campaigns - sales activations (short-term)
☑️ Full funnel content creation

By building a strong brand and implementing strategic advertising (digital & traditional) which targets your audience and is rigorously reviewed (PPC, GDN, social media, print/outdoor etc), then overlaying it with short-term targeted campaigns (email marketing, digital advertising, events etc), you can achieve demand generation, demand capture, client retention and referrals.

Building out multi-channel campaigns is what I do best. 

I’ve learnt over the years that the B2B sales funnel is not linear. B2B prospects bounce around the sales funnel and are often at the short-list stage before they reach out for a chat with the sales team. With this in mind, I like to apply a full-funnel content strategy to create a consistent brand experience across all stages of the funnel. For me, quality beats quantity and all content must be tailored to the target audience, be engaging, educational and showcase how we can solve a client's problems, and include key messaging (USP).

Ongoing analysis of key metrics and engagement levels is vital to measure the marketing strategy's success and requires me to utilise my knowledge of GA4, Google Ads Manager, HubSpot, LinkedIn Campaign Manager, CRM etc. 

My skillset comes from ongoing training and development:
☑️ Marketing Week’s Mini MBA
☑️ DMI Digital Marketing Pro
☑️ Campaign Del Mar – Campaign Management
☑️ Graphic Design Diploma – CGC
☑️ Email Marketing Course -SU
☑️ GA4 - DMI
☑️ Cert III Events (currently studying)

What makes genius marketing? Collaborations, 3rd party editorial, zero-click content, negative keyword lists, lookalike audiences, add-event links & self-serve ungated content. 

Companies worked: Sustainable Energy Solutions, Pegasus, Anglican Care, Peach Advertising, Kellogg's, Rothschild.


Graphic Design Portfolio
👉  https://shorturl.at/mEM01

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The Battle

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Michelle Payne

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