Frictionless Growth Marketing
Sonia Thompson | Inclusive Growth & Customer Experience Strategist
Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve.
Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day.
Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence.
Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on:
Brand strategy that fuels long-term business growth in the age of modern marketing
Customer acquisition, retention, and loyalty in today’s market
How friction shows up across the customer journey — and how to remove it
Identity-driven marketing, cultural relevance, and belonging
What’s actually working now with today’s values-driven consumers
If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth.
Because when you remove friction, you remove barriers to growth — for your customers and for your business.
Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day.
Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive sustainable growth by designing frictionless customer journeys, building trust with identity-rich growth communities, and adapting to changing consumer expectations with clarity and confidence.
Each week, you’ll hear practical insights, real brand examples, and candid conversations with marketing leaders and subject-matter experts on:
Brand strategy that fuels long-term business growth in the age of modern marketing
Customer acquisition, retention, and loyalty in today’s market
How friction shows up across the customer journey — and how to remove it
Identity-driven marketing, cultural relevance, and belonging
What’s actually working now with today’s values-driven consumers
If you want to reach more of the people you’re meant to serve — and convert more of them — without relying on outdated formulas or brute-force tactics, Frictionless Growth Marketing will show you the new rules of modern marketing and growth.
Because when you remove friction, you remove barriers to growth — for your customers and for your business.
Episodes
Mentioned books
Sep 11, 2025 • 27min
180. Performance Marketing’s Biggest Miss—and How to Fix It
Performance marketing is one of the most popular ways brands try to grow. But here’s the problem: too often, leadership decisions create gaps that keep campaigns from reaching their full potential.
In this episode, Sonia Thompson sits down with Laura Lee—growth marketing expert, fractional CMO, founder of LL Consulting, and board member of Asians in Advertising—to explore a major miss in performance marketing today. Together, they discuss how decisions around values, customer understanding, and whose voices get prioritized can mean the difference between clicks that fall flat and strategies that drive loyalty and growth.
If you want to close the gap, strengthen trust, and ensure your marketing resonates with today’s evolving consumer base, this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Laura Lee on LinkedIn - https://www.linkedin.com/in/llee01/
LL Consulting - https://www.linkedin.com/company/teamllconsulting/
Asians In Advertising - https://www.asiansinadvertising.com/
Sep 4, 2025 • 13min
179. 3 Essential Marketing Lessons Every Brand Can Learn from Cracker Barrel’s Logo Backlash
Cracker Barrel’s logo redesign didn’t just spark backlash—it exposed cracks in leadership decision-making.
In this episode, Sonia Thompson shares 3 timeless marketing lessons every brand leader needs to keep their business backlash-proof. Discover how decisions around values, who’s really in charge, and whose voices guide your strategy can make or break customer trust.
Tune in for practical insights to help you lead with clarity, avoid costly missteps, and build a brand that resonates with today’s consumers.
Get the Inclusion & Marketing Newsletter -- www.inclusionandmarketing.com/newsletter
Aug 28, 2025 • 26min
178. Win More Customers With These 17 Proven Customer Acquisition Strategies
Want more customers? You need better customer acquisition strategies — ones that actually work in today’s marketplace. Too many brands still take a passive “build it and they will come” approach, but today’s consumers — especially those from underrepresented and underserved communities — don’t show up where they haven’t been invited.
In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, shares 20 proven customer acquisition strategies you can use to win more customers now. Organized into five key pillars — Visibility, Belonging, Experience, Voice, and Conversion — you’ll hear real-world examples from brands like NYX, Mastercard, Toyota, and Ralph Lauren.
Whether you’re a marketing leader at a Fortune 100 company or an entrepreneur building your customer base, this episode is your playbook for attracting, converting, and keeping more of the people you want to serve.
Stop waiting for customers to find you. Start inviting them in.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
This is the 2nd episode in "The New Rules of Customer Acquisition" series. Listen to the first episode here: https://inclusionandmarketing.com/the-1-customer-acquisition-rule-to-boost-conversions-and-maximize-roi/
Aug 21, 2025 • 15min
177. The #1 Customer Acquisition Rule to Boost Conversions and Maximize ROI
Most brands want more customers, better conversions, and stronger ROI. But here’s the catch: when it comes to customer acquisition, there’s one critical rule most brands completely skip. And missing it could be the reason your campaigns aren’t delivering the results you want.
In this episode, you’ll discover the #1 rule of customer acquisition that turns efforts into measurable growth. I break down why this overlooked step is the foundation of successful strategies, how skipping it sabotages your conversions, and what you can do to apply it immediately.
If you’re ready to boost conversions, maximize ROI, and build a customer acquisition engine that actually works, this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Aug 14, 2025 • 18min
176. How to Create AI Prompts That Eliminate Bias and Win More Customers
AI is powerful — but it’s not perfect. Hidden biases in AI-generated content can quietly push away the very customers you want to attract. In this episode, I share exactly how to create AI prompts that eliminate bias and help you win more customers.
You’ll learn:
The simple question every customer — especially from underrepresented groups — asks before buying
How to give AI the right context so it creates inclusive, high-converting content
Specific AI prompt examples you can use to review and create bias-free marketing materials
Ways to train AI to reflect your brand’s values and speak directly to your ideal customers
Whether you’re using AI for copywriting, content review, or campaign brainstorming, these strategies will help you produce marketing that’s inclusive, on-brand, and built to convert.
Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter
Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce - https://inclusionandmarketing.com/ep-95-navigating-the-effective-use-of-ai-for-inclusive-marketing-with-joyann-boyce/
Aug 7, 2025 • 14min
175. 2 Marketing Lessons Every Brand Should Learn from the American Eagle Controversy and Love Island
Two pop culture moments. Two powerful marketing lessons your brand can’t afford to miss.
In this episode, I breaks down the biggest key takaway for marketers from the American Eagle X Sydney Sweeney controversey, and a viral interview with two stars of Love Island USA season 7.
Both examples teach us about what today’s customers really want from the brands they buy from.
Get the Inclusion & Marketing Newsletter: www.inclusionandmarketing.com/newsletter
Episode 174: The Sydney Sweeney x American Eagle Campaign Everyone's Talking About - 5 Real Lessons for Marketers
On Spotify - https://open.spotify.com/episode/4WpSvXMPSPR4gCxEjQSmsq?si=bc296299d8d24a2a
On Apple Podcasts - https://podcasts.apple.com/us/podcast/174-the-sydney-sweeney-x-american-eagle-campaign/id1604907821?i=1000720099771
Jul 31, 2025 • 15min
174. The Sydney Sweeney x American Eagle Campaign Everyone’s Talking About — 5 Real Lessons for Marketers
The Sydney Sweeney x American Eagle campaign made headlines, sparked debate, and flooded social feeds. But beyond the buzz lies a deeper story marketers can’t afford to ignore. In this episode, I unpack 5 real lessons from the campaign marketers can't afford to miss.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Jul 24, 2025 • 38min
173. How to Win the $2.8 Trillion Latino Market Most Brands Are Ignoring
The Latino community in the U.S. is reshaping the future of consumer markets — yet most brands are missing key opportunities to connect authentically. Did you know Gen Z is already 1 in 5 Latino, and Gen Alpha is 1 in 4?
In this episode, I sit down with Claudia Romo Edelman, CEO and Founder of the We Are All Human Foundation, to discuss the groundbreaking 2025 Hispanic Sentiment Study.
Claudia shares eye-opening insights on how brands are falling short in marketing to Latino consumers and offers actionable strategies to build trust, cultural relevance, and growth.
Whether you’re a marketer, brand leader, or business owner, this episode reveals the most significant growth opportunity you can’t afford to ignore.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com
2025 Hispanic Sentiment Study - https://www.hispanicstar.org/hispanic-sentiment-study
We Are All Human - https://www.weareallhuman.org/
Claudia Romo Edelman - https://www.linkedin.com/in/claudiaromoedelman/
Jul 17, 2025 • 32min
172. Behavioral Scientist Reveals a Highly Effective Way to Improve Customer Experience for More People
Want to improve customer experience for more people — and do it in a way that’s inclusive, intentional, and backed by data?
In this episode, I’m joined by behavioral scientist and data psychologist Patrick Fagan, who ran a fascinating year-long experiment: trying one new experience every single week. His goal? To expand his perspective and build deeper empathy — something all brands need if they want to create experiences that make people feel like they truly belong.
You’ll learn why customer experience and inclusive marketing are inseparable — and how diversifying your circle of influence can be a highly effective (and often overlooked) strategy for doing both well.
This idea is part of my 5C’s framework for building inclusive brands — and in this conversation, we explore how exposure to new people, places, and ideas can transform how you serve all your customers.
If you want practical insights on creating more meaningful, equitable brand experiences — this episode is for you.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
Patrick Fagan - https://www.patrickfagan.co.uk/
Jul 10, 2025 • 28min
171. The Best-Practice Strategy Most Brands Ignore — And How got2b Used It to Drive Growth
Co-creation is a best-practice strategy in inclusive marketing — but most brands don’t use it consistently or effectively.
In this episode, I sit down with Luis Valadez, Senior Brand Manager at hair care brand got2b, to explore how the brand leans into co-creation to build deeper trust, drive consumer engagement, and fuel growth.
If you want to learn what it looks like to put inclusive marketing into practice at a global level, this conversation is a must-listen.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
got2b - https://www.got2b.com/about/co-creation.html
