Zero-Click Marketing and the New Strategy for Growth
with Tanya and Tony Thorson, Co-Creators of B2A™ (Business to Anyone)
Audio Only
Episode Description
Stand out in a zero-click world! Learn how curiosity, emotional intelligence, and a people-first marketing strategy can transform your visibility and brand trust. Get tips on the Poise framework and find out why leading with meaning matters more than chasing metrics.
Listen & Learn
- Why curiosity should be a marketer’s “first data source,” and how curiosity drives strategy and innovation within a team.
- Defining the “Zero Click Era.”
- Data tells you “what,” emotional intelligence tells you “why it mattered.”
- The strategies teams can use to become true cross-functional champions, and it matters for delivering a unified signal to customers.
- The concept of presence vs. position.
- The Poise Framework overview.
- The cross-functional champion and the “One Signal” concept.
- Why curiosity as a core marketing Ingredient.
- How to shorten the sales cycle with customer empowerment.
Guest Bio
Tanya and Tony Thorson are the co-creators of B2A™ (Business to Anyone), a strategic, creative, and human approach to modern marketing that brings clarity to how people actually think, choose, and connect across work and life.
Tanya is a growth strategist and product leader who’s helped brands like Lands’ End, New Balance, Jockey, and L.L.Bean move smarter and scale faster. From swimwear to cybersecurity, she’s built a career blending consumer empathy with business impact, delivering results without the noise. A true cross-functional champion, she brings sharp thinking, collaborative execution, and a deep instinct for what makes a message stick.
Tony brings clarity to complexity. As Managing Director of Leitech U.S., a precision gage manufacturer, he combines a marketing instinct with an engineering mindset, developing systems that connect parts, people, and possibility. With roots in industrial sales and B2B strategy, he believes the best marketing isn’t about slick language, it’s about meaning, momentum, and showing up where it counts.
Together, Tanya and Tony have spent years rethinking how marketing works, across industries, channels, and people. The frameworks in this book, POISE, Mosaic Marketing, Mise en Marketing, the Curiosity Creed, and more, were built not in theory but in practice. They’re the result of conversations over coffee, campaign post-mortems, messy whiteboards, and the occasional “Wait—what if…?” moment that wouldn’t leave them alone.
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