Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
Welcome to the Freelance Indexer Exchange — a podcast for freelance business owners specializing in indexing books, websites, documents, and digital content. Working as a freelance indexer can be isolating and lonely. But you're not alone. Let the Freelance Indexer Exchange be your source of support, insights, and community. Your host, Michelle Guiliano, is an experienced indexer who has indexed more than one hundred thousand pages over the past nine years as a freelance business owner. In each episode, she will take an in-depth dive into the business of indexing, providing you with an authentic, personal look at the ups and downs of freelance life. By talking about our work with transparency, we can raise our businesses to the next level. We can do better together.
Welcome to the Freelance Indexer Exchange — a podcast for freelance business owners specializing in indexing books, websites, documents, and digital content. Working as a freelance indexer can be isolating and lonely. But you're not alone. Let the Freelance Indexer Exchange be your source of support, insights, and community. Your host, Michelle Guiliano, is an experienced indexer who has indexed more than one hundred thousand pages over the past nine years as a freelance business owner. In each episode, she will take an in-depth dive into the business of indexing, providing you with an authentic, personal look at the ups and downs of freelance life. By talking about our work with transparency, we can raise our businesses to the next level. We can do better together.
Michelle labels some index entries to streamline her indexing and index edit processes. In this episode, she explains her labeling system—naming and explaining the nine labels she uses. Do you use labels while indexing? We'd love to hear about your process! Link mentioned in the episode: Episode #29 Naming—and Conquering—Resistance When Indexing Indexer Index membership sign up Indexing courses Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Sometimes, even with deadlines looming, indexers might not feel like indexing. It can be hard to sit down at the computer and just start working. In this episode, Michelle details the times she has encountered Resistance. (Yes! Resistance in this instance should have a capital "R"—see also Steven Pressfield's book The War of Art ). Michelle shares four strategies to help you overcome Resistance and start indexing! Links noted in the episode: podcast website (indexerpodcast.com) Indexer Index membership signup Indexer Index directory Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle expands on what to do "in case of emergency" by describing the contents of her Go Bag. By having a Go Bag, she's ready for travel, hardware failures, and electricity outages. If you're not ready to keep indexing during an emergency, then maybe you should consider having a Go Bag too. If you don't know where to start, then you'll like the new segment at the end of the podcast: First or Next Step(s). Michelle describes in this episodes First or Next Step(s) segment where you should start. In case you missed it: Episode #27 - In Case of Emergency describes Michelle's filing system that doubles as an emergency contact list. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
This is the first episode of season 3. Thank you for being a loyal listener! In today's episode, Michelle addresses the sticky situation of what to do in case of emergency. Do you have a system in place so clients of ongoing projects can be contacted if you've been incapacitated or are consumed by a family emergency? Michelle shares her filing system for projects in progress that also serves as an "in-case-of-emergency" contact list. Here are specific articles or programs she mentioned in this episode: Cindex - now an open source indexing software program supported by indexers video tour of Michelle's filing system FileCenter - an overlay app for Windows folder system PDF Exchange - a robust PDF software program that Michelle uses in her indexing process and the source for her PDF printer Michelle's article comparing various PDF programs Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle discusses the fate of bespoke indexing software programs in light of Scribendi.ai's announcement about CINDEX. As of April 1, Scribendi will no longer distribute or support CINDEX, but will make it available as an open-source program. Michelle attempts to address what indexers can do to ensure the continued development and distribution of the software programs. Maria Sullivan, an indexer who has been providing support to CINDEX users both when it was owned by Indexing Research and Scribendi, sent an email to the CINDEX Users listserv about this upcoming change. Her email is shared below with Maria's permission. But first, here are some links Michelle mentioned in the episode: Macrex site CINDEX Users group pag e. If you're interested in hearing more about the open-source efforts, be sure to join the subgroup. Index Manager - software for embedded indexes. This software is billed yearly as a subscription plan. And if you'd like to join the conversation about legacy planning (please do!), you can send Michelle a voice message at indexerpodcast.com . Or you can drop her a note in the Exchange Box . If you know anyone who uses CINDEX but has not heard the news about the upcoming change, feel free to send them a copy of Maria's email. ________________________________________________________________________________________________ From Maria Sullivan to Cindex Users listserv: Please take a look: https://www.scribendi.ai/cindex/ Most of you have no doubt read the announcement from Scribendi regarding the future of CINDEX. First, let me reassure you that CINDEX is NOT GOING AWAY. This change will mean that the CINDEX community will grow—this will make CINDEX stronger, more universal, more nimble, and more useful to indexers and publishers around the world. For those of you who already own licensed copies of CINDEX, the program will continue to work as it has, and this will have no change in your personal copy. One important change: after the transition to open source is complete, free software support will no longer be provided. Please rest assured that I am working on transitioning to another platform for support, and should have news coming about that soon. There is a world of available information on open source software: please research and read up on open source and make yourself more familiar with how this model differs from a traditional proprietary licensing model. You will be surprised to hear how many of the tools that you use every day are based on open source code. I’d like to encourage any coders in the group to get ready for the release of the code. Let’s help other indexers by creating new open installers and augmenting the existing functionality. Like always, and especially for the short-run, I encourage you to make sure that you have a current copy of the CINDEX installer and your serial number. Tuck these away in a safe place (not on your computer!) in case something happens to your equipment that would cause you to need to reinstall. In the future, we will not need these, but for now it’s best to be prepared so that you can keep indexing! Thank you, M— Maria A. Sullivan Email : maria@sullivanindex.com Indexing Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Enid Zafran talks about her transition from Director of Indexing Services at BNA and the reasons behind the move to full self-employment as a freelance indexer. She also shares her experiences as chief of publications at the American Society for Indexing. Links to other episodes in the series with Enid: #18 Enid Zafran: Indexing in the 1970s and early 1980s #20 Enid Zafran: Indexing Services at the Bureau of National Affairs from 1990 to 2002 #22 Enid Zafran: The Growth of Indexing Partners and Cindex in the 1990s Other episodes mentioned: #24 Stephen Ullstrom: indexer and author Mentions in the episode Information Today Books Indexing titles - includes books from the series published while Enid was the chief of publications at ASI Wise money services for foreign payments Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
This episode is all about indexing and writing about indexing. Michelle talks with Stephen Ullstrom, who is not only an award-winning indexer but he's also a first-time author. He wrote an excellent step-by-step guide to indexing for authors (book link below). Stephen also shares the titles of business books that have influenced his freelance career and what's up next for him and his indexing business. You can connect with Stephen Ullstrom on LinkedIn or sign up for his newsletter on his website. You can order his book, Book Indexing: A Step-by-Step Guide, from your local bookstore or here (not an affiliate link). Also - until March 9th, the e-book version of Stephen's book is half-price at Smashwords . Books discussed in this episode (not affiliate links): The Dip by Seth Godin Company of One by Paul Jarvis Ten Characteristics of Quality Indexes by Margie Towery Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Michelle details how to create a strong partnership for the index edit as well as the steps for each person in the index edit process. Here is the link to the index edit resource list . Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
This is the third installment of Michelle's conversation with Enid Zafran. She talks about how she balanced her role at the Director of Indexing Services at the Bureau of National Affairs while growing her business, Indexing Partners. She also discusses her role, along with David Ream, in introducing Cindex to legal publishers. The first two installments of Michelle's conversation with Enid: Episode #18 Enid Zafran: Indexing in the 1970s and early 1980s Episode #20 Enid Zafran: Indexing Services at the Bureau of National Affairs from 1990 to 2002 Enid Zafran will discuss her decision to leave the Bureau of National Affairs in the next installment. Add-on dictionaries (NOT an affiliate link): Spellex Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle returns to the index edit to discuss the costs (literal and figurative) and benefits of having another index edit or proofread your index. In the first episode in this series, #19 Index Edits - An Introduction , Michelle details her current and past experiences with index edits and the different types of index edits. In the See Also segment, Michelle talks about how an old-school, nontech item on her desk helps keep her on schedule. (Note: This is NOT an affiliate link.) Be sure to share the nontech items you use in your business with Michelle. She'd love to hear how you work! Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Today's episode continues the conversation between Michelle and Enid Zafran. The last episode (episode #18) left off with Enid joining BNA as the Director of Indexing Services. Now Enid will talk about what it was like to index in the 1990s during the transition from mainframe computers to indexing on personal computers with dedicated indexing software. If you missed the first installment, be sure to listen to Enid talking about her career as an indexer from the mid-1970s through the 80s. Learn about Enid Zafran and Indexing Partners. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In today's episode, Michelle introduces the concept of index edits. She details the types of index edits as well as her experiences in indexer-editor partnerships. Episodes referenced in this episode: #3: Year-End Business Review Part 1 #4: Year-End Business Review Part 2 #5: Year-End Business Review Part 3 #9: Per Page, Per Entry, Per Word: Translated Into an Hourly Rate Resources mentioned in the episode: Index Peer Review Group on groups.io Melanie Gee's article on peer review exercises (access available to subscribers of The Indexer ) Bill Johncock's article on editing checklists (access available to subscribers and nonsubscribers of The Indexer ) Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
The podcast is back for Season 2! On today’s show, Michelle shares part of her conversation with Enid Zafran, an award-winning indexer with over 40 years of experience. In this installment, Enid details her experience indexing from the mid-1970s into the early 80s. Enid explains how and why she began her business, Indexing Partners, as well as what led her to become an indexer and pursue two law degrees. Listen to this episode for a fresh perspective on indexing. Enid Zafran and Indexing Partners website See Also recommendation: Starting an Indexing Business Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In the last episode of Season One, Michelle answers more listener's questions on: Square as a credit card option Marketing in the U.S. How to ask to be listed on the copyright page of books Why she started this podcast Here are links to websites and apps mentioned in the podcast (these are NOT affiliate links): 2023 Indexer Rate Survey Square Paymo Stripe Wise (international transfers) podcast episode on accepting credit cards Make sure you listen through to the See Also segment. Michelle mentions what's coming up later this month on the Freelance Indexer Exchange . And finally, Michelle talks briefly about the 2023 Indexer Rate Survey . Make sure you participate! Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Michelle answers a couple of questions from newish indexers. One indexer wants suggestions on breaking into indexing as a career, and another newish indexer asks about setting rates. Michelle will be back next week with answers to more of your questions! Here are the rate survey summaries that Michelle discussed in this episode: ASI's summary of 2021 rate survey EFA's rates If you want the results from Michelle's 2021 rate survey: email her at michelle@linebylineindexing.com OR drop your request in the Exchange Box Here are the books Michelle mentioned in this episode (these are NOT affiliate links): Nan Badgett's The Accidental Indexer Glenda Browne's and Jon Jermey's The Indexer Companion Linda Fetter's The Handbook of Indexing Techniques: A Guide for Beginning Indexers Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle explains how she double-checks her estimated project fees and project rates proposed by clients. She uses a simple mathematical formula to test whether she will earn her desired hourly rate for each indexing project. Next week's episode is the final episode of Season 1 - the Q&A episode! If you have any questions about the process of indexing or the business of indexing or freelancing in general, drop that question in the Exchange Box. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Michelle continues explaining how she prepares estimates for indexing projects. She details why time is the most import factor to track and consider when calculating what to charge. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
This episode is all about how to prepare estimates. Michelle describes the different things she needs to consider during the process. She also explains the importance of using pricing data from previous projects. Episode #9 , "Per Page, Per Entry, Per Word: Translated into Hourly Rate," is referenced in this episode. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle brings up the B-word: burnout. But instead of focusing on the symptoms of burnout, she concentrates on what leads to burnout: a never-ending stress cycle. She will talk about her recent experience of a looping stress cycle and what you can do to end a stress cycle. In this episode, she talks about being a good boss to yourself. She talked about this at length in episode 2: Who's the Boss? She also brought up her "walk-to-commute" challenge from the See Also segment of episode 2. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
You went to the conference and made some connections. Now what? In this episode, Michelle offers ways to follow up with people you "met" at the virtual conference. Michelle referred to the resource list from her presentation in this episode. Michelle can be found on Instagram at linebylineindexer. You can check out the screenshot of the tweet from Paula Clarke Bain there. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Networking at virtual conferences or at webinars is different than in-person situations, and therefore it requires a different type of preparation. Michelle walks listeners through how to prepare for this type of networking, starting with how to test your computer and set up your Zoom profile. Then she suggests ways to think about your goals for networking so you can "leave" the conference with a few connections. links mentioned in the show: ASI Conference Program Zoom support links: signing up for a Zoom account changing your profile name showing or hiding your video during the conference troubleshooting when your profile image isn't showing up when your video is turned off overview of Zoom Event features Networking for Editors Workbook - purchase information Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle talks about how she translates various indexing rates into an hourly rate. And she discusses her time-tracking journey - the different methods she has used over the years to create a system that works for her. Links to time-tracking software mentioned in this episode: Pomodoro technique Forest app using the Pomodoro technique Paymo time-tracking Timeular time-tracking , pricing , and the tracker Toggl time-tracking and pricing NOTE: None of these links are affiliated links. American Society for Indexing's virtual conference: April 29-30. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Join Michelle as she takes a closer look at the types of rates charged by indexers. She walks listeners through her April schedule, discussing the types of rates charged for different indexes and why. She also details her estimating process. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle talks about credit cards and the different gateways available to freelance indexers to accept them. She also goes through the fees charged by each gateway, as well as whether accepting credit cards is worth the fees charged by these companies. Here are the links to the gateways mentioned in the episode. And remember, these are NOT affiliate links. PayPal PayPal.Me Venmo Stripe Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle answers two listeners' questions about indexing. One indexer asked Michelle how she defines a "big indexing push" in order to decide whether to take a day off from indexing to recharge. And a newer indexer wants to know how to assess whether they are ready to enter an index in the Purple Pen Competition. Here are the links Michelle mentioned in the show: Institute of Certified Indexers: Indexing Best Practices American Society for Indexing: Best Practices for Indexing And here's a link to Margie Towery's book on Amazon (NOT an affiliated link). It is out of stock at infotoday.com Ten Characteristics of Quality Indexes by Margie Towery Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle candidly answers the questions detailed in Part 2 of the Year-End Business review series about her own business. Links mentioned in the See Also segment: ASI Excellence in Indexing Award (retired) ISC Ewart-Daveluy Award ICI Purple Pen Award Society of Indexers Betty Moys Award renamed the Moys-Crane Prize Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Michelle leads listeners on a deep dive into the end-of-the-year review to help you rethink how you work and run your freelance indexing business. She provides examples from her own business and offers a list of questions you might consider asking during your year-end review. It’s not too late to look at last year’s successes and failures to get an idea of how to steer your business in 2023. Here's a recap of the questions: 1. What kind of indexing do you love to do? 2. Do you want to take your business in a new direction this year? 3. What is on your 2023 wishlist of resources? 4. Here's a two-part question: What worked well this year? What didn't work well? 5. What clients do you enjoy working with? What clients don't fit into your business anymore? In other words, evaluate your client list. 6. Here's a cluster of questions: Do you want to scale back your business this year? Or do you want to grow your business? Do you need to scale back your business this year? Do you need to grow your business this year? 7. Do you notice a seasonality in your work schedule? Episode 3 is the first part in this year-end review series. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
You can perform a year-end review to rethink your current business practices. In Part 1 of the Year-End Business Review series, Michelle discusses why you should do a year-end review and how to prepare for one. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
In this episode, Michelle talks about how to be a good, supportive boss. And how that can improve your freelance work life. "See Also" segment: #walktocommute challenge Instagram feed Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
Michelle discusses her requirements for her second career and how she stumbled upon freelance indexing. Do you have a suggestion or comment to share? Maybe you have a burning question about indexing or the business of freelancing. Drop your thoughts in the Exchange Box . We would love to hear from you!…
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