Tailored Marketing Strategies for Health Food Brands | Adam Mayhew from Hive Analytics

Adam Mayhew: I’m doing good. I’m very happy to be here. Thanks for having me on.

Ernesto: It’s great to have you, Adam, with us to learn a little bit more about Hive Analytics, and I’m sure our listeners are tuning in, wondering what you guys are all about. So, let’s kick it off with that. Adam, in your own words, tell us a little bit more.

Adam: I would say the big thing that differentiates Hive from most marketing agencies is we use an approach called contractual marketing. Instead of having one big formula that we take to every business, we have steps before we even build a team. We analyze the business to understand all the different aspects—not just the ads but even the core operations. If they’re profitable per dollar spent, for instance. You can throw a lot of money into ad spend, but if it’s not profitable, it won’t make a difference. So, we analyze the business, identify the issues, and then build a team around those needs. We don’t have a fixed team; we have a pool of around 200 people, and we construct a team of experts to solve each business’s specific issues. It’s a very flexible and customized approach to make sure we’re getting the most out of our efforts.

Ernesto: Interesting. So that way, our listeners who are tuned in can get a good understanding of Hive Analytics. What would you say is the key problem you help solve for clients?

Adam: We primarily target brands in the healthy food and beverage industry. In that space, margins are typically very tight, so we focus on maximizing retention rates, getting customers to stay for as long as possible. In these niche areas, the cost of goods can be quite high because of the premium ingredients involved. Many of our clients have slim margins, so we work on getting the most out of each dollar spent.

Ernesto: Definitely important. Great to hear that. So, is the healthy food and beverage industry the main vertical you target, or do you have other ideal client profiles as well?

Adam: Generally, we go for healthy food brands because we have the most experience here. We know all the different target segments, from health-conscious consumers to those looking for diabetic-friendly, keto, vegan, or low-carb options. We know these segments well and understand how to target them at each point in their journey.

Ernesto: Awesome. So, how do clients typically find out about Hive Analytics? Is there a main acquisition channel for you?

Adam: Currently, since we’re expanding in the U.S., a lot of it is word-of-mouth and personal outreach by me. We do have a website, but we don’t see that as the main channel. We rely a lot on cold outreach, specifically targeting companies we think could benefit from our approach, using tailored email campaigns.

Ernesto: Great. For our listeners in the U.S. or Europe, you can check them out at hiveanalytics.com. So, what role would you say the website plays in lead generation?

Adam: The biggest part is showcasing our work through case studies and building a strong portfolio. I believe the best way to sell your business is by showing results. Anyone can talk, but at the end of the day, actions matter, and results count.

Ernesto: Absolutely. Are there any tools, tips, or methods you’d recommend for website lead generation?

Adam: I’d say remove as many steps as possible between you and the client. Any extra page or even a millisecond of load time can cause potential clients to lose interest. Without face-to-face interaction, people become impatient quickly. The process should be simple, quick, and easy.

Ernesto: I totally agree. If a site doesn’t load, it’s easy to move on to something else. Well, let’s switch gears a bit. Adam, as senior marketing account manager at Hive Analytics, what are some key tasks you focus on daily?

Adam: Most of my day is split between managing teams for current clients—ensuring everything runs smoothly—and business development, finding good, solid leads, and reaching out to them. Hive Analytics has great people; it’s like conducting an orchestra with talented musicians. I’m there to ensure everything is coordinated.

Ernesto: Love that analogy. So, when you have some downtime, how do you stay updated on marketing trends and strategies? Do you have a preferred channel?

Adam: LinkedIn is probably the best for this because you can really tailor your feed to what’s relevant. There are some great people on there like Tim King who share valuable resources, trends, and insights. It’s also a platform where people are willing to share knowledge, especially those who have found success.

Ernesto: Agreed. There’s a lot of valuable free advice out there on LinkedIn. Well, let’s jump into our rapid-fire questions. Are you ready?

Adam: Go ahead.

Ernesto: Perfect. First, what’s the last book you read?

Adam: Man’s Search for Meaning by Viktor Frankl. He was a concentration camp survivor and psychologist who wrote about finding meaning in suffering. It’s a fantastic book—the first part is his experience in the camps, and the last part is his thesis on psychology.

Ernesto: That sounds powerful. Next up, if there were no boundaries in technology, what’s one thing you’d like fixed in your role as a marketer?

Adam: Breaking down the barrier of screens. Being face-to-face with people creates a connection and builds trust. There’s so much noise with ads and sales pitches that it’s hard to navigate and connect on a human level. Adding back that human aspect would be ideal.

Ernesto: Definitely. And if there’s one repetitive task you could automate, what would it be?

Adam: Finding high-quality leads. I’ve tried web scraping and programming a bit, but it often takes longer than doing it manually. Being able to gather relevant contacts and emails quickly would save a lot of time.

Ernesto: Great point. And finally, with all your experience, what’s one piece of advice you’d give your younger self if you were starting out in marketing?

Adam: Work with clear client goals. I spent too much time trying to cover every approach. Focusing on specific niches and personalized touches has been more effective for me. The most successful outreach I’ve done involved a simple, personal approach where I took a picture of myself giving a thumbs-up next to their website and sent a genuine email. That worked better than any automated message. So, I’d say, focus on quality over quantity.

Ernesto: Great advice. Being focused and efficient is key. Adam, we’re wrapping up, but before we go, if listeners remember only one thing from today’s interview, what should it be about Hive Analytics?

Adam: We’re experts in the healthy food B2B space. We know the market, the big players, and have years of experience. We increased our last client’s ROAS by 90%. If you’re in the healthy snacks industry, we’d love to help.

Ernesto: Fantastic. Listeners, check them out at hiveanalytics.com. Adam, thank you for being with us today, and thank you to our listeners. I look forward to the next episode of Pathmonk Presents. Thanks a lot, Adam.

Adam: Thanks for having me. Have a great day.