The Mid-Marketers: Extu’s Podcast

Season 2 Episode 3: The Wow Factor of Incentive Travel with Director of Travel Deven Crane

In this episode of The Mid-Marketers Podcast, host Adam Dilbeck sits down with Extu’s Director of Travel, Deven Crane, to unpack why incentive travel continues to be one of the most powerful drivers of loyalty, performance, and long-term relationships.

With more than 25 years in the incentive travel industry, Deven shares what actually makes these programs work, from President's Club trips to full experiences that bring manufacturers, distributors, and customers together. They dig into why travel creates lasting memories, how it strengthens relationships across the business, and why companies keep investing in it year after year.

You’ll hear real-world insight on:

• Why incentive travel outperforms traditional rewards

• How loyalty grows when business leaders connect outside the office

• What makes a travel program unforgettable (and worth repeating)

• Emerging destinations and what’s next for group incentive travel

• How smart planning turns complex logistics into seamless experiences

If you’re thinking about loyalty, incentives, or how to motivate partners and top performers in a way that actually sticks, this episode delivers the perspective you need.

Season 2 Episode 2: Design, UX, and Why “Simple” Is Harder Than It Looks

In this episode of The Mid-Marketers, Adam Dilbeck sits down with Ken Szpindor, Art Director and longtime creative leader, to unpack what good design actually means for modern B2B marketers.

Ken shares his journey from aspiring illustrator to art director, including lessons learned at art school, in trade show design, and across brand, UX, and event experiences. Along the way, the conversation dives into one core theme that keeps resurfacing: great design is not about trends or tools. It is about clarity, emotion, and understanding the experience you are creating for the user.

What you’ll hear in this episode:

• Why AI is a tool, not a replacement for real designers, and why most AI-generated design still feels “soulless”

• How UX thinking is reshaping design, even in traditionally static or two-dimensional work

• Why designers and marketers need to stop overcomplicating messages and get to the point faster

• The importance of “becoming the brand” and treating design like acting in character

• How event and experiential design immerses people into a brand, not just a message

• Why consistency across brand, UX, and experience matters more than chasing the latest trend

• Design trends that deserve caution, and which ones are worth paying attention to

Ken also brings a valuable perspective from years in the trade show and corporate events world, explaining how immersive brand experiences, travel programs, and events should ultimately tie back to measurable outcomes, not just good vibes and great photos.

This episode is a must-listen for B2B marketers, designers, and brand leaders who want their work to drive understanding, action, and results, not just look good on the surface.

Listen now and rethink how design, UX, and brand experience work together to move your audience forward.

Season 2 Episode 1: The Secret to Self-Funding Channel Rewards

Is your channel incentive program draining your budget or driving real growth? In this episode of The Mid-Marketers, Extu CMO Nichole Gunn and Marketing Manager Adam Dilbeck sit down with Extu’s VP of Sales, Scott Fristachi, to break down the surprisingly simple math behind self-funding channel reward programs. Scott shares real-world strategies for designing incentive programs that pay for themselves, including how to:

- Set smart growth goals

- Align budgets with business outcomes

- Use rewards to drive partner behavior and revenue

Whether you're managing manufacturer rebates, SPIFFs, or long-term loyalty programs, this episode lays out a better way to think about budgeting and ROI. Subscribe for more insights into channel marketing, partner engagement, and revenue-driving incentives. Learn more at https://extu.com

Episode 8: Cybersecurity & Data Protection in Healthcare

In this episode of The Mid-Marketers, Nichole Gunn and Adam Dilbeck sit down with Julian Jordan - entrepreneur, cybersecurity expert, healthcare IT consultant, and overall rockstar - to talk about the unseen threats facing medical practices today. From ransomware attacks to data breaches, the risks are real and growing. Julian shares insider knowledge on how healthcare providers can protect their data, keep patient information secure, and avoid the high costs of cybercrime.

💡 Why is healthcare IT so vulnerable?
🔍 What steps can small and mid-sized practices take to safeguard their data?
⚡ How does cybersecurity impact patient care?

If you’re in healthcare, IT, or just concerned about data security in your industry, this is an episode you won’t want to miss.

📢 Listen now and take control of your cybersecurity!

Episode 7: Growing During a Recession

Is it a recession? A great reset? Or just another market cycle? Either way, mid-market businesses have decisions to make. In this episode, Adam Dobrik and Nichole Gunn break down how to use incentives, marketing investments, and customer loyalty to not just survive tough times—but come out stronger.

They share lessons learned from past downturns, including the 2008 financial crisis and 2020 pandemic, and offer actionable strategies to:✔️ Identify recession-resilient markets
✔️ Retain customers through incentives and strategic concessions
✔️ Make the right marketing cuts (and where to double down)
✔️ Convert internal teams into brand ambassadors
✔️ Plan long-term plays for channel growth

Tough times demand smart moves—let’s talk about them.

🎧 Listen now!

Episode 6: SOC-2 Compliance 101

In this episode of The Mid-Marketers Podcast, Extu CIO Kelly Held dives into the world of SOC-2 compliance. What is it? Why does it matter? And how can it benefit your business? Kelly explains the five trust principles, the difference between SOC-2 Type 1 and Type 2, and the steps businesses need to take to achieve certification.

SOC-2 compliance isn’t just about checking a box—it’s about protecting data, building trust with clients, and unlocking new opportunities. Whether you’re new to compliance or looking to deepen your understanding, this episode has insights you won’t want to miss.

Tune in to learn how SOC-2 can transform your approach to security, safeguard your brand, and set you apart in the marketplace.

🎧 Listen now and join the conversation!

#SOC2Compliance #DataSecurity #MidMarketers #B2BTech #Extu

Episode 5: How to Combat Labor Shortages in Plumbing and HVAC

Get ready to rev up your knowledge with this latest episode of The Mid-Marketers Podcast! We’re thrilled to welcome Lori Page, Senior Manager at Rinnai, as she dives deep into the evolving landscape of the trades and the impact of loyalty and channel marketing on growth. Join Extu’s own CMO Nichole Gunn and Client Accounts Manager Keenan Meadows as they explore industry shifts, the growing talent gap, and actionable strategies for building loyalty among channel partners. Lori shares her unique insights into fostering lasting relationships with distributors and installers, even in the face of constant industry change.

Tune in for insider perspectives on how Rinnai keeps their partners engaged, and discover strategies that can fuel your growth in any market. Don't miss this conversation—packed with real-world advice from one of the best in the business.

Episode 4: The Psychology of Rewards

In this episode of Extu's The Mid-Marketers, Nichole Gunn, Adam Dilbeck, and special guest Savannah Bobo uncover the fascinating psychology behind what drives people to engage with incentives. They dive into how tapping into core motivators—like achievement, competition, and recognition—can elevate channel partner loyalty and boost sales performance. The team breaks down the science of reward structures and explores why some programs thrive while others fall flat. If you’re curious about what really moves the needle, this episode is for you!