In a recent episode of Return on Reputation, hosted by Justin Obey, Jessica Chase, Co-Founder of Above the Fold, joins the conversation to break down what actually drives growth for modern founders.
Unlike traditional marketing discussions that focus on tactics and trends, Return on Reputation centers on how personal brand, trust, and authority translate into real business outcomes. In this episode, Jessica shares both the personal and professional experiences that shaped her perspective—from building a LinkedIn audience through consistent, authentic posting to helping brands scale through programmatic advertising.
Watch the Full Episode
Watch the full conversation to hear Jessica break down these insights in more detail.
Key Insights from the Episode
Personal Brand Drives Real Revenue
- Consistency matters more than perfection. Posting once a week built long-term momentum
- Authentic, unpolished content often performs better than curated messaging
- Trust built through personal brand shortens the sales cycle and drives inbound deals
Why “Cringe” Content Works
- The posts that feel uncomfortable are often the most relatable
- Overthinking content leads to inaction and missed opportunities
- Standing out requires a willingness to be seen, not just polished
Programmatic Advertising vs. Google Ads
- Google Ads captures existing demand through search
- Programmatic creates demand across channels like CTV, video, audio, and display
- A full-funnel approach with Google + Programmatic Advertising doubles conversion rate – both channels working together effectively to build awareness and convert at the bottom of the funnel
When to Invest in Programmatic
- Best suited for brands that have validated their customer persona, know how much it costs to acquire a customer, and are ready to scale their business
- Helps expand beyond the limits of search and social platforms
- Enables broader reach while maintaining targeted messaging
Geo-Fencing and Account Based Marketing (ABM) for B2B Growth
- Targeting corporate offices and event locations increases relevance
- Keeps brands top of mind during key decision-making moments
- Accelerates longer B2B sales cycles through repeated exposure
The Problem with Last-Click Attribution
- Ignores upper-funnel channels that influence decisions
- Undervalues channels like CTV, video, and audio
- Leads to misallocated budgets and incomplete performance insights
Why Businesses Should Care
At its core, this episode highlights a shift in how growth actually happens.
It’s no longer about relying on a single platform or optimizing for short-term conversions. Instead, success comes from building trust at scale and showing up consistently across the channels where your audience spends time.
For businesses, that means:
- Investing in both demand capture and demand creation
- Building a recognizable, trusted brand—not just running ads
- Focusing on clear messaging that resonates across every touchpoint
When personal brand and programmatic strategy work together, marketing becomes more efficient, more scalable, and ultimately more impactful.
Work With Above the Fold
If you’re looking to improve performance, sharpen your messaging, and build a more scalable marketing strategy, the team at Above the Fold can help.
Reach out to learn how strategic messaging and programmatic advertising can work together to drive stronger, more efficient results.