Markigy: The Science of Marketing Strategy

From Organic to Paid: Growth Marketing Tactics That Build Trust w/ Brennan Tobin

Episode Summary

Ready to turn TikTok Shop into a seven-figure sales channel? Brennan Tobin joins Leanne to reveal why speed, volume, and messy early testing are the real secrets to dominating social commerce.

Episode Notes

In this episode, Leanne is joined by Brennan Tobin, founder of Odd Duck Marketing Group, a growth marketing agency with a specialty in social commerce and TikTok Shop. Brendan shares his journey from top companies to building a nimble agency that helps brands unlock rapid scale. Their discussion dives deep into the strategies, mindsets, and tactical considerations behind social commerce success—and where it can go wrong.

Key themes from the conversation include:

• Speed to Scale: How TikTok Shop offers brands a new seven-figure channel in months—but only if they're ready to iterate fast and accept early failures as critical data.
   
• Content at Volume: Why Brendan has changed his mind about prioritizing quality over quantity, embracing high-volume, low-friction publishing to learn what resonates.
   
• Audience Segmentation in Practice: How selling the same product to very different audiences requires messaging nuance that marketers often skip.
   
• Organic Trust vs Paid Scale: The difference between B2B client acquisition and B2C sales—and why trust-building organic strategies are essential even for agencies specializing in paid social.
   
• Real Talk on Who Shouldn’t Use TikTok Shop: Brendan’s candid view on why early-stage brands lacking product-market fit should focus elsewhere before investing in TikTok Shop's resource-heavy demands.
   

Explore how to validate creative ideas rapidly, the importance of creative testing before scaling campaigns, and the traps marketers fall into when they assume tactics are one-size-fits-all.

Whether you’re a brand exploring social commerce or a marketer navigating changing buyer journeys, this episode is packed with practical insights, cautionary tales, and a refreshingly honest look at what drives real results.

Where to find Brennan:

• LinkedIn (look for the 🦆 emoji next to his name)

Connect with Leanne:

• https://www.linkedin.com/in/leannedow/
• www.markigy.com