Sidetrekked

Emilee Christianson and Shayne Terry · trekk.com

Sidetrekked is your unofficial agency of record. Emilee Christianson, Shayne Terry, and a rotating cast of Trekkies are here to advise on your B2B marketing strategy. Trekk is a full-service marketing agency, which means we do it all... and we’ve been around since 1995, which means we’ve seen it all. Here on the podcast, we tackle our clients’ biggest marketing challenges. We reveal what’s worked for us and dig into real-life case studies and practical strategies you can put to work tomorrow. Curious? You've come to the right place.

31 episodes

1mo ago latest

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English language

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Episodes 31

Ask Us Anything!
1mo ago · 38:37
Learn the key differences between AEO and SEO, how to adapt your SEO strategy for AEO, why a marketing strategy sent straight from Claude Cowork isn’t effective, and how to network at large in-person events on this episode of Sidetrekked. Sidetrekked is a B2B marketing podcast by Trekk, a tech-driven full-service creative agency based in Rockford, Illinois, where CEO Emilee Christianson and COO Shayne break down today’s biggest marketing challenges. This Season 3 finale AMA answers a few key marketing questions: AEO is pretty much the same as SEO, right? AEO targets AI mentions and citations.
How do I master show-don't-tell marketing?
3mo ago · 35:28
Nick Grobe, Senior Motion Designer and Sidetrekked Producer, joins the conversation on this common piece of writing advice to explain how it can be applied to marketing as well. Capture your audience’s attention and convince them to tumble down the rabbit hole of your brand story with engaging video (3:45). Learn about the benefits of motion graphics (because you can’t exactly put a camera inside an engine) (9:45). Later on, Nick explains how those “cell-phone” social media videos that you can’t stop watching—think a hydraulic press squishing a candle and an influencer unboxing twelve differen
How is AI changing web development?
4mo ago · 46:10
In this episode of Sidetrekked, Emilee and Shayne vibe check your vibe coding and other AI tools and processes with Trekk Technical Director Sam Basile (1:25). They dig into the vital role people play in web development as AI becomes increasingly more intelligent (9:20) and the red flags to be on the lookout for when working with AI code (18:35). In Problem Solved, Sam reveals the in-house AEO tool he created to help evaluate the effectiveness of websites (33:00). The episode wraps up, as usual, with Mics at the Bar. Mike asks Senior Graphic Designer Alyssa Watkins to describe her job without
What channels are breaking through right now?
4mo ago · 34:24
In this episode of Sidetrekked, we delve into the channels that are currently breaking through in the marketing landscape. Join me as I explore the unexpected resurgence of print media, showcasing real-life case studies where high-quality print pieces have outperformed digital channels. We'll discuss how the tactile nature of print can create meaningful connections, standing out amidst digital noise. Plus, we’ll touch on the power of in-person interactions at trade shows and events, and why going analog might just be the key to cutting through the clutter. Tune in for insights that could resha
What makes a trade show strategy actually work before, during, and after the event?
5mo ago · 1:00:49
In this episode of Sidetrekked, Emilee and Shayne dive into their favorite trade show experiences and talk about what makes them work during — and importantly after — the show (1:32). Get all the details you need for pre-event planning (10:48), mid-event execution (22:33), and post-event follow-up (31:26). In Problem Solved, Emilee and Shayne welcome Chief Creative Officer Mike Wilson to talk about a real-life example of how we’ve solved event strategy for a client (37:14). Finally, in Mics at the Bar, Lead Technical Developer Robby Broach sits down for a conversation about development tools,
What's the latest with AEO?
5mo ago · 53:56
In this episode of Sidetrekked, Emilee and Shayne answer this big question: What’s up with answer engine optimization (AEO)? They discuss what AEO is and what marketers need to know about it in order to ensure customers are getting accurate, relevant, and valuable information (1:45). Emilee and Shayne also discuss what marketers can do to help increase the AEO value of their content — spoiler: some of the SEO principles still apply (12:15) — and how AEO is already impacting overall website traffic and the customer buying cycle (21:10). In Problem Solved, Shayne and Emilee welcome Trekk Content
How do I use intent tools in my marketing?
6mo ago · 33:03
In this episode of Sidetrekked, Emilee and Shayne unpack a big question: How do I use buyer intent tools in my marketing? They share their thoughts on what buyer intent tools do (2:00) before discussing how marketers can use intent data to reach their target audience (8:22). They also explore how intent tools and customer data enable more personalized buying experiences based on intent signals (12:00). In Problem Solved, Trekk HubSpot Enablement Specialist Somer Baier explains HubSpot’s buyer intent tool and how we used it to help a client better connect their sales and marketing teams through
I only have three people on my marketing team. How do I maximize my resources?
6mo ago · 43:15
In this episode of Sidetrekked, Emilee and Shayne are approached by a leader of a small marketing team with a critical question: “How can I maximize my resources?” They discuss how marketing teams typically intersect with the work we do here at Trekk (1:40), what a nimble in-house team looks like (4:47), some things scrappy marketing teams DON’T need to do (12:59), and two things teams commonly miss in their quest for ROI (18:26). They also dive into some of the benefits of having a small marketing team (25:50). In Problem Solved, Emilee and Shayne welcome Senior Account Manager Madison Brudi
How do I go to market during times of uncertainty?
7mo ago · 41:29
In this episode of Sidetrekked, Emilee and Shayne address a question submitted by a listener: How should I go to market in times of great uncertainty? They look at examples of how some companies have recently navigated uncertainty (1:51), how marketing messages need to change or pivot to address uncertainty (11:16), and how some clients have turned uncertainty into opportunities for growth (18:11). In Problem Solved, Emilee and Shayne welcome Trekk Performance Marketing Specialist Jake Sellers to discuss how the team helped a client expand very specialized services to reach a whole new target
Should my marketing team be podcasting?
7mo ago · 49:03
We’re back! In the season 3 premiere episode of Sidetrekked, Emilee and Shayne discuss what we learned during our first year of podcasting (1:48). They discuss the work involved in getting a podcast off the ground, and they welcome Sidetrekked producer Nick Grobe to discuss the process of prepping and recording each episode (9:10). They also touch on the decision to incorporate video, some best practices we’ve established for recording, and how to know if a podcast is right for your company (23:00). In Problem Solved, Emilee and Shayne welcome Trekk Social Media Strategist Sean Burke to discus
Celebrating Trekk's 30th anniversary with BIG news
11mo ago · 36:42
In the season 2 finale of Sidetrekked, Emilee and Shayne are joined by Trekk CEO Laura Bennett to celebrate the 30th anniversary of Trekk — and to discuss some very exciting changes to Trekk ownership beginning in 2026. They discuss how and when Trekk was founded (2:00), how the company evolved over the years (8:30), the changes in the marketing landscape and how those changes have impacted Trekk culture (20:08), and what makes Trekk unique compared to other agencies today. Then, they discuss Laura’s official retirement and the new roles for Emilee and Shayne starting in January, and what the
What are the most exciting product announcements from INBOUND 2025?
11mo ago · 30:40
In this special bonus episode of Sidetrekked, Emilee and Shayne are joined by Trekk HubSpot Administrator Jillian Hazy to talk about the product updates and announcements that came out of INBOUND, HubSpot’s annual conference. They discuss the new Customer Agent (5:05), the transition of Operations Hub to Data Hub and the new Data Studio (15:00), and the introduction of the new Marketing Studio (19:00). They also talk about the Commerce Hub upgrades and much more (23:00). ADDITIONAL RESOURCES: https://trekk.com/insights/inside-inbound-2025-what-marketers-need-to-know-about-hubspots-new-products
How do I find an agency partner who is also a strategic consultant?
1y ago · 39:37
In this episode of Sidetrekked, Emilee and Shayne welcome Trekk Senior Account Manager Madison Brudi to discuss the importance of a marketing partner that thinks in a strategic way. They discuss what ‘strategic’ really means in today’s marketing landscape (2:56), some tell-tale signs that your marketing agency is working in a strategic fashion (7:00), and the benefits of working with an agency that prioritizes a purposeful, strategic approach (20:00). In Problem Solved, they look at how solving a small marketing issue led to a long-term strategic partnership that still continues today (31:00).
Is direct mail worth it?
1y ago · 51:08
In this episode of Sidetrekked, Shayne and Emilee are joined by Graphic Designer Aurelia Tauscher to visit the wide world of direct mail. After starting off by discussing their personal experience with mail (0:50), they move onto the use cases of direct mail (15:20) and how to optimize mailers for maximum ROI (23:00). Later, the three talk about how to make your mail pieces stand out from the crowd (31:35). In Problem Solved (43:35), Emilee shares how Trekk used a unique form factor to achieve one client's direct mail objectives. Finally, in Mics at the Bar (49:24), Social Media Strategist Sea
What happens to my marketing video after it's produced?
1y ago · 54:43
In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Social Media Strategist Sean Burke to discuss what happens after a marketing video is produced. The three of them discuss their favorite examples of marketing videos (1:39), how Trekk approaches producing original video content (13:18), and how to use a single video for multiple marketing purposes (22:00). They also discuss best practices for distributing video (30:00) and some strategies for repurposing marketing videos (39:00). In Problem Solved, they talk about creating long-form video content with multiple interviews tha
How do I know if my SEO program is working?
1y ago · 46:47
In this edition of Sidetrekked, Emilee and Shayne are joined by Trekk Account Manager Jake Sellers to discuss all things SEO. They first talk about the impact of artificial intelligence (AI) on search (1:20), followed by Trekk's approach to helping clients with SEO (7:00). Later, after discussing the infancy of AI search optimization (22:47), they elaborate on how the agency measures the success of its SEO campaigns (30:25). In Problem Solved (36:53), the three review how Trekk helped a client refine their SEO strategy through a technical audit. Finally, in Mics at the Bar (42:44), Art Directo
How can I turn my email newsletter into a revenue generator?
1y ago · 46:28
In this episode of Sidetrekked, Emilee and Shayne welcome Trekk Content Strategist Nick Ostdick to discuss how you can turn your email newsletter into a revenue generator. First, they discuss some of their favorite newsletters (2:22) and the difference between a newsletter and other types of marketing emails (8:10). Then, they hit on what to look for when evaluating newsletter performance (14:00) and how you can increase the value subscribers get from your newsletter. In Problem Solved, they discuss Trekk’s approach to newsletters (35:00) Finally, in Mics at the Bar, Trekk Senior Motion Design
Should I hire an in-house CRM Administrator?
1y ago · 38:36
In this episode of Sidetrekked, Shayne and Emilee are joined by Trekk’s HubSpot Administrator Jillian Hazy to discuss CRMs and the importance of having a CRM administrator who deeply understands your data. They review the fundamentals on CRMs (1:20) and compare the pros and cons of going in-house for CRM administration (9:05) versus partnering with an agency or taking a hybrid approach (18:10). In Problem Solved (28:34), the three talk about how Trekk helped a client clean up their CRM, maximizing it for lead generation. Finally, in Mics at the Bar, Mike recalls helping a client construct an e
How can I make it easier to achieve brand consistency?
1y ago · 38:28
In this episode of Sidetrekked, Shayne and Emilee are joined by Trekk Senior Graphic Designer Alyssa Watkins to discuss all things branding. The three of them dive into the importance of brand consistency (11:27), best practices for ensuring brand consistency across your organization (17:30), the tools and processes we use to ensure brand consistency for our clients (24:00), and more. Then, in Problem Solved, they discuss the challenges and opportunities of updating event branding for an annual professional conference. Finally, in Mics at the Bar, they reminisce about the beginnings of Mustach
How can I use webAR to make my marketing more interactive?
1y ago · 43:57
In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk’s Senior Motion Designer Nick Grobe to talk about how B2B companies can use web-based augmented reality (WebAR) to create more engaging online experiences. They discuss their own experiences with AR (2:30), how AR has evolved during the last 10 years (10:20), how brands can blend purpose and fun in AR to create value (22:00), and more. In Problem Solved, they look at how we used AR in print to enhance the story and experience in a children’s book (35:00). Finally, in Mics at the Bar, they reminisce about a poker-themed Trekk
Why work with an agency on your e-commerce experience?
1y ago · 34:35
We’re back! In the season 2 opener of Sidetrekked, Emilee and Shayne welcome back Trekk’s Technical Director Sam Basile to discuss why you should work with an agency to build an e-commerce experience. They start by talking about their personal best and worst e-commerce experiences of late (1:08), why B2B companies are looking to incorporate an e-commerce experience (10:45), what goes into a quality e-commerce website (19:17), and more. Then, in Problem Solved, they discuss how we helped an industrial client engineer their own e-commerce website (25:00). Finally, in Mics at the Bar, the three o
Ask Us Anything!
1y ago · 43:30
In the season one finale of Sidetrekked, Emilee and Shayne pull back the curtain with a fun AMA that covers quite a bit of ground. First, they introduce Trekk Senior Motion Designer Nick Grobe, who produces all Sidetrekked episodes. Then, they answer listener questions, including our hosts’ official titles and average day-to-day (2:03), what is a realistic timeline to evaluate a marketing strategy (13:27), three things you can do without a marketing team or big marketing budget (26:00), and which — if any — of the cocktails they actually liked this season (33:00). In Mics at the Bar, they samp
Does my B2B brand need paid social?
1y ago · 45:57
In this episode of Sidetrekked, Shayne and Emilee are joined by Trekk’s Social Media Strategist Sean Burke for a lively discussion about when and why to use paid social advertising. They discuss the various platforms for paid social (2:04), the difference between boosted posts and paid ads on platforms like LinkedIn (15:55), the importance of understanding and defining your audience with paid social (21:56), and the varied costs of paid social (31:00). In Problem Solved, they discuss growing the audience for a new client using LinkedIn ads (39:00). Finally, in Mics at the Bar, they try a Cherr
What happens in a brand workshop?
1y ago · 40:08
In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Senior Account Manager Madison Brudi to discuss brand workshops and why they’re so important. They dive into what actually goes into creating a brand (2:11), the challenges and growing pains of going through a rebrand (10:51), how Trekk’s approach to brand workshops makes the process interactive and fun (15:00), and the important deliverables from a brand workshop (23:00). In Problem Solved, they discuss how our brand workshop helped a client position themselves as a true industry disruptor (31:54). Finally, in Mics at the B
What does a good agency partnership look like?
1y ago · 45:28
In this episode of Sidetrekked, Emilee and Shayne are joined by Trekk Account Manager Jake Sellers to discuss what makes a good partnership with a marketing agency. The three of them discuss expectations for a productive partnership from the brand and agency perspective (2:00), the challenges brands can face by keeping all marketing operations in-house (15:00), scenarios where brands might benefit from not partnering with an agency (23:00), and the importance of setting goals and objectives when building a relationship with an agency (29:00). In Problem Solved, they discuss building a long-ter

Episodes

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Sidetrekked

Episodes 31

Ask Us Anything!

How do I master show-don't-tell marketing?

How is AI changing web development?

What channels are breaking through right now?

What makes a trade show strategy actually work before, during, and after the event?

What's the latest with AEO?

How do I use intent tools in my marketing?

I only have three people on my marketing team. How do I maximize my resources?

How do I go to market during times of uncertainty?

Should my marketing team be podcasting?

Celebrating Trekk's 30th anniversary with BIG news

What are the most exciting product announcements from INBOUND 2025?

How do I find an agency partner who is also a strategic consultant?

Is direct mail worth it?

What happens to my marketing video after it's produced?

How do I know if my SEO program is working?

How can I turn my email newsletter into a revenue generator?

Should I hire an in-house CRM Administrator?

How can I make it easier to achieve brand consistency?

How can I use webAR to make my marketing more interactive?

Why work with an agency on your e-commerce experience?

Ask Us Anything!

Does my B2B brand need paid social?

What happens in a brand workshop?

What does a good agency partnership look like?

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Episodes 31

Ask Us Anything!

How do I master show-don't-tell marketing?

How is AI changing web development?

What channels are breaking through right now?

What makes a trade show strategy actually work before, during, and after the event?

What's the latest with AEO?

How do I use intent tools in my marketing?

I only have three people on my marketing team. How do I maximize my resources?

How do I go to market during times of uncertainty?

Should my marketing team be podcasting?

Celebrating Trekk's 30th anniversary with BIG news

What are the most exciting product announcements from INBOUND 2025?

How do I find an agency partner who is also a strategic consultant?

Is direct mail worth it?

What happens to my marketing video after it's produced?

How do I know if my SEO program is working?

How can I turn my email newsletter into a revenue generator?

Should I hire an in-house CRM Administrator?

How can I make it easier to achieve brand consistency?

How can I use webAR to make my marketing more interactive?

Why work with an agency on your e-commerce experience?

Ask Us Anything!

Does my B2B brand need paid social?

What happens in a brand workshop?

What does a good agency partnership look like?

Podcast 森辺一樹のグローバル・マーケティング〜すべてはアジアで売るために〜