Model B

Model B Delivering media and creative strategy that make KPI dreams come true. To learn more, visit our website or just reach out to us.

Model B is the next step in the evolution of the traditional digital agency - engineering growth for our clients through a novel, metrics-based process that holistically combines the complementary knowledge of experienced digital marketers, serial entrepreneurs, data engineers, and communication gurus. We represent a range of clients, from established enterprises seeking increased market influence to capitalized early-stage ventures seeking rapid revenue generation.

"If you can make this furnace run, why would I ever replace it?"When a customer calls with a 1913 serial number and zero...
09/10/2026

"If you can make this furnace run, why would I ever replace it?"

When a customer calls with a 1913 serial number and zero interest in buying new capital equipment, you know you’re doing something right.

In our latest Beyond the Brief conversation, we sit down with Kelley Shreve, General Manager at Lindberg/MPH. Kelley’s journey is anything but typical: from engineering submarine-grade servers and refurbishing steel mill continuous casters to leading a legendary furnace manufacturer that's quietly powered global industry since 1912.

Here are a few key takeaways from our chat:

🛠️ Built-to-Last Trust: How 110+ years of tribal knowledge keeps equipment running for over a century, and why rugged engineering beats quick replacements every time.

🤝 Showing Up > Hard Selling: Why expanding trade show presence and building real, booth-to-booth relationships drives B2B growth in a tight-knit market.

🌋 Expect the Unexpected: From remelting rock for the Icelandic Lava Show to custom setups for private spaceflight, industrial heat treating touches virtually everything we use.

❄️ A Very "Cool" Future: Why Lindberg/MPH is about to flip a heat-heavy industry on its head with an upcoming, data-driven deep freeze...

Read the full conversation below to dive into their century-long legacy, practical leadership tips, and upcoming innovations at Lindberg/MPH! 👇
https://tr.ee/QcFsMy-Nnr

09/04/2026

Sometimes your biggest missteps lead to your greatest career pivots. 📚➡️💻

In this clip, Amy Cook, Co-Founder & CMO at Fullcast, shares the foundational moment that shifted her career from traditional book publishing to digital marketing. When a major release fell flat due to weak marketing ex*****on, it sparked a realization: mastering the marketing angle is key to driving real business transformation.💡

Watch the full conversation on the latest episode of Beyond the Brief! 🎧👇
https://tr.ee/DyPmtjkAhH

From artist management to walk-in coolers: how one marketer learned that a "commodity" box actually has four different b...
08/31/2026

From artist management to walk-in coolers: how one marketer learned that a "commodity" box actually has four different buyers, each wanting something different. ❄️📦

What does it actually take to build a brand around industrial refrigeration?

In our latest "Beyond the Brief" Conversation, Michael Frank, VP of Marketing at Arctic Walk-Ins, breaks down how he sells the complexity hiding behind a category everyone assumes is simple.

Here are 3 key takeaways from Michael's playbook:
• Complexity Is the Product: Behind every “simple” cooler sits seismic engineering, A2L refrigerant compliance, and load requirements that change state by state.
• Trade Shows Play the Long Game: Arctic measures show ROI on relationships and lifetime value, not immediate leads, because food service is a family business built on trust.
• Brand Beats the Spec Sheet: An unscripted chef testimonial, “the best box I’ve used for 20 years,” does more for the brand than any brochure ever could.

👉 Read the full interview - https://tr.ee/DGd1T3HBmf - to learn how a path through entertainment and cannabis marketing led to an industrial cold storage brand, and why the TV show The Bear gave the walk-in cooler unexpected cultural cachet. 🧊

08/28/2026

Forget vanity metrics. Pipeline is the only metric that truly aligns marketing and sales. 📈💡

In this clip, Amy Cook, Co-Founder & CMO at Fullcast, drops super insightful advice on why pipeline generation isn't linear and why your entire executive team needs to be on the same page about multi-channel sourcing (inbound vs. outbound). 📊✨

Catch more game-changing insights on the latest episode of Beyond the Brief! 🎧👇
https://tr.ee/DyPmtjkAhH

From inventing the daily-fee luxury experience to mastering AI, dynamic pricing, and "skating to where the puck is going...
08/26/2026

From inventing the daily-fee luxury experience to mastering AI, dynamic pricing, and "skating to where the puck is going" with YouTube Golf, Kris Strauss is helping shape the future of the game ⛳️

In our latest Beyond the Brief conversation, Kris Strauss, Executive Vice President of Global Sales and Marketing at Troon, dives deep into:
📈 The Revenue Engine: Why dynamic pricing and data-driven marketing through Troon Access are moving the needle.
🤖 Smart Operations: Leveraging AI to streamline general manager workflows and elevate guest feedback.
🏌️‍♂️ Next-Gen Golf: Adapting to YouTube Golf influencers like Good Good, lighted par-three courses, and modern entertainment models to attract tomorrow’s players.
✈️ The High-Value Traveler: Capitalizing on affluent golf tourism to drive destination economics.

Catch the full interview below to see how Troon scales its marketing playbook across 45+ states and 30+ countries!
🔗 https://tr.ee/OXgPbymIsn

08/24/2026

Early in his career, our guest spent four rounds writing "brilliant" ad copy with Dante's Inferno references, Machiavelli quotes, the works. 📜✍️ Rejected every time.

Frustrated, he grabbed a marker, scribbled "SHOE SALE" on a sheet of paper, and handed it over. The owner's response: "That's what you want!" 💡

Sometimes the smartest marketing move is the simplest. Tell the truth. They're on sale. 🔥

On this episode of Beyond the Brief, Jim Cannata, CMO of Ripple Fiber, shares the lesson that's stuck with him ever since: https://tr.ee/JbjXxEaO6I

A print ad with attribution, geotargeting, and repetition built in? Meet the shark. 🦈🛒How does a company founded on groc...
08/21/2026

A print ad with attribution, geotargeting, and repetition built in? Meet the shark. 🦈🛒

How does a company founded on grocery store receipts in 1989 keep out-hunting digital in reaching local customers?

In our latest Beyond the Brief Conversation, Eric Shafer, Chief Transformation Officer at IndoorMedia, makes the case that a targeted coupon placed directly in a shopper's hand is a shark, not a dinosaur, and shares how he's rewiring a 36-year-old company for its next act.

Here are 3 key takeaways from Eric's transformation playbook:
- Sharks, Not Dinosaurs: Dinosaurs died because they got too big and fat. A register tape coupon is 100% fit for purpose: attribution from the coupon, geotargeting from the store, and no wasted content.
- Reward Visits, Not Receipts: The new Loyalty Shark program isn't tied to the point of sale. It rewards frequency, because turning a once-a-month customer into a twice-a-month customer is a 100% revenue increase.
- Mine the Tribal Knowledge: IndoorMedia is centralizing 36 years of vertical expertise, right down to which pizza offers work for family dinner versus lunch (hint: a BOGO with a coworker is kind of intimate 🍕).

👉 Read the full interview here - https://tr.ee/y_cMIs7nLf - to learn why the local business owner is the hardest customer in America to find, how 400 old-school sales reps still outproduce paid media, and what a Viennese waltz with Sally Field has to do with any of it. 💃

08/19/2026

Two unhappy customers walk into a bad experience. One never says a word and never comes back. The other raises their hand and hands you a shot at redemption. 🍽️➡️💬

That's exactly what's happening on social media every day. It's no longer just a marketing channel. It's your brand's first line of defense.

On this episode of Beyond the Brief, Jim Cannata, CMO of Ripple Fiber, breaks down why fast, empathetic responses on social turn complaints into loyalty. 🛡️🎙️

Tune in to get the good stuff! https://tr.ee/JbjXxEaO6I

08/17/2026

Hiring isn’t just about technical expertise. It’s about finding the right culture fit and core alignment. 💡

In this clip from Model B Beyond the Brief podcast, Melissa DiMuro, Chief People, Culture & Marketing Officer at Limbach, shares how balancing domain skills with company values and smart screening tools reshapes effective hiring strategies. 🎯

Listen to the full conversation to learn how to refine your recruitment process from the ground up! 🎧👇
https://tr.ee/0isiQ4YIS6

114 years old, and just wrote its purpose statement for the very first time. 🏗️🇺🇸What does it take to sell insurance whe...
08/14/2026

114 years old, and just wrote its purpose statement for the very first time. 🏗️🇺🇸

What does it take to sell insurance when you have to win the sale twice before it counts?

In our latest Beyond the Brief Conversation, Bob Nicholas, Vice President of Marketing & Sales Enablement at Amerisure Insurance, a self-described "salesperson in recovery," explains how a specialist carrier aggregates $850M through just 160 agents and why his team refuses to be the "make it pretty" department.

Here are 3 key takeaways from Bob's playbook:
The Two Miracles: Miracle one is winning the agent. Miracle two is arming that agent to win the buyer. Skip either and the sale never happens.
Ratios Over Volume: A US Open champion sponsorship sent impressions soaring, but form completions didn't budge. Amerisure now optimizes for how sponsorships show up in relationships, not vanity stats.
Pay the LLM's Cover Charge: AI assistants now shape buying research, so Amerisure is rebuilding its site with Q&A-formatted content, a knowledge center, and a "Why We Win" social proof page to show up when it counts.

👉 Read the full interview here - https://tr.ee/q_1PPwwg1n - to learn how 100+ employees audited every word of "Meeting the moment with people who demand the best," and why the best perspective check is mountain biking behind a sixth grader. 🚵

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