Stop Chasing Leads And Start Measuring What Actually Makes Money

What if your marketing failed because you tested too much at once?

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Too many marketers test too many variables, chase the wrong metrics, and end up with data they can’t actually use to make better decisions.

Join Brad Friedman and Kenny Ridgell as they discuss how to apply the scientific method to marketing, simplify reporting, connect marketing to sales, and adapt to AI-driven search so you can make smarter decisions with cleaner data and better outcomes.

Kenny Ridgell is a data-driven marketing entrepreneur who has spent the better part of a decade merging art, science, and innovation into measurable growth strategies for his clients.

He is the Founder & CEO of Ridge Media, a firm that stands apart by applying the scientific method to the marketing landscape.

What sets Kenny apart is his ability to translate complex marketing analytics into actionable insights that resonate with founders, CEOs, and business owners alike. He’s dedicated to simplifying the marketing process—focusing on what works, discarding the fluff, and ensuring every decision drives measurable results.

In this Episode:

• Kenny explains why the scientific method gives marketers a better framework for running cleaner, more useful experiments.
• Kenny shares why testing too many variables at once makes it harder to understand what is actually working.
• Kenny argues that too many businesses obsess over lead volume instead of measuring the channels that actually produce sales.
• Kenny breaks down why cost per close can be more meaningful than cost per lead when evaluating marketing performance.
• And, Kenny reveals how to simplify reporting for CEOs by focusing on a small set of KPIs instead of overwhelming dashboards.

Quotes from this Episode:

• [00:00:40] “I would say the best way to think of it is like the scientific method being the foundation of how all experiments run.” – Kenny Ridgell
• [00:01:34] “I think it's just a lack of scientific methodology in terms of the way that marketing experiments can be done as you're not really actually setting up individual controlled environments for these experiments.” – Kenny Ridgell
• [00:03:09] “That's exactly what I'm talking about in terms of just like lack of discipline in the marketing space.” – Kenny Ridgell
• [00:08:22] “I think too many businesses focus on leads and they don't focus on sales.” – Kenny Ridgell
• [00:10:23] “The confused man always says no.” – Kenny Ridgell
• [00:20:40] “Simplify. Simplify. Don't think of everything as being so dense and so complicated.” – Kenny Ridgell

Today's Guest:

Kenny Ridgell:

• Company: Ridge Media
• LinkedIn: https://www.linkedin.com/in/kenny-ridgell/

Connect with Brad

Brad Friedman

• X Brad: https://x.com/BradFriedman
• X The Friedman Group: https://x.com/FriedmanGrp
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• LinkedIn Brad: https://www.linkedin.com/in/bfriedman/
• LinkedIn The Friedman Group, LLC: https://www.linkedin.com/company/the-friedman-group-llc
• YouTube: https://www.youtube.com/friedmansocialmedia
• Website: https://friedmansocialmedia.com

You can also call the office at 720.248.8185 or email brad@friedmansocialmedia.com.

Books

• “Brad Friedman on Digital Marketing,” by Brad Friedman
• “The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
• “100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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Thank you for trusting me with my honest opinion on future purchases you may make after listening to this podcast. I am always completely transparent with you. As a friend of The Friedman Group, LLC you allow me to be able to use affiliate/referral links when suggesting items for purchase. Please know I am a customer myself or have done sufficient research to feel comfortable sharing these links with you. When you click on a link and purchase the item I may receive a small “commission.” This allows me to continue to provide you with quality content and doesn't affect you in any way at checkout.

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