Podcasts about b2b marketing

Learn how to use AI to answer the marketing questions that actually matter. Join our free live Masterclass → https://www.passetto.com/ai-marketing-kpi-masterclassShowing up in AI search isn't a ranking game. It's a category-level eligibility problem.In this episode, Carolyn and Amber sit down with Gaetano DiNardi, the GOAT of SEO, to break down what actually gets a brand recommended by an LLM: entity association, AKA the model's pre-existing, trained-in belief that you belong in a category. It takes months, sometimes years, to build. No schema markup or "LLMs.txt" trick shortcuts it.Then they go after the citation obsession running the GEO conversation. Gaetano has clients getting cited constantly and still not getting recommended, because a citation and a recommendation aren't the same thing.Topics covered:Why GEO is a category eligibility problem, not an SEO ranking problemWhat "entity association" is, how long it realistically takes to build, and why some brands shouldn't even try yetThe citation myth: why getting cited everywhere doesn't mean getting recommended, and why the "95% third-party" stat is misleadingWhat it actually takes to get recommended by name when a buyer asks an AI tool for a shortlistWhy top-of-funnel content is dying on owned domains and moving to "rented land" (YouTube, LinkedIn, Substack)Who should prioritize SEO/GEO right now, and who's still too early to botherSkip to 47:00 to watch a live walkthrough: Gaetano reverse-engineers a ChatGPT recommendation in real time, asking it directly how it landed on an answer and which sources it actually pulled from.-----------------------------------------------------Measure marketing beyond leads and last-touch attribution.Passetto unifies CRM and marketing data into one clean, governed model, to finally help marketing leaders measure the KPIs they actually need.See how marketing influences pipeline, how marketing changes win rates and deal size, which programs are actually working, and where to invest next. Then query it all through AI, on demand.

This "Flodesk Studio & Email Copywriting: Email Marketing Strategies (Serious Conversations)" episode delivers a masterclass in email marketing strategy, copywriting best practices, and leveraging AI-powered tools like Flodesk Studio for audience growth and engagement.Favour Obasi-ike, MBA, MS tells listeners to learn critical details such as: Effective subject lines, preview text, and body structureThe impact of timing on open ratesSegmentation, cleaning, and list healthPersonalization and branding through design and font choicesHow to use Flodesk Studio to streamline campaign creation with AISpecial attention is paid to A/B testing, the difference between click and click-through rates, and practical features like polls and analytics for persistent improvement.Who is This For?This episode is for entrepreneurs, marketers, real estate professionals, coaches, consultants, and anyone seeking actionable advice on email marketing, copywriting, AI-powered content creation, and using Flodesk Studio. The content is tailored for those wanting to grow their business, improve engagement, and optimize digital communications.Key Moments & TimestampsIntro & Topic Breakdown — 00:00:03Why Email Marketing Still Matters — 00:02:18Email Copywriting Tips (PS, emojis, numbers, preview text) — 00:04:07Intro to Flodesk Studio & AI Features — 00:07:12Real estate applications & audience segmentation — 00:08:43Email List Cleaning, Segmentation, and Engagement — 00:38:40Choosing the Best Time to Send Emails — 00:51:075 Essential Elements of Email Copy — 01:01:44Email Design, Fonts, and Branding Insights — 01:17:24Testing & Optimization Emphasis — 01:24:13Actionable Takeaways from Guests — 01:22:26FAQs1. Who benefits most from using Flodesk Studio?Anyone who wants a seamless, AI-assisted way to design and send beautiful, brand-consistent emails, especially business owners, marketers, and real estate professionals.2. How do you improve open and click-through rates?Use strong subject lines (with emojis, odd numbers, brackets), compelling preview text, personalization, and clear CTAs. Incorporate A/B testing for continual improvement.3. What is the best time to send email campaigns?It varies. Analyze your own audience data (via tools like Flodesk reporting) to find your optimal window: weekday mornings often outperform, but testing is essential 00:53:19.4. Why is list cleaning important?Regularly removing unengaged contacts preserves deliverability, yields accurate analytics, and improves campaign performance 00:38:40.5. How can you personalize emails effectively?Use segmentation, address recipients by name, and tailor content/offers by user behavior and preferences 01:04:00.6. What are key elements of a high-performing email?Subject line, preview text, concise and well-formatted body, clear call to action, optimized images—each tested before broad send-off 01:01:44.Action Steps for youPromote the episode using engaging snippets and “clips” across LinkedIn, TikTok, and Instagram for wider reach 00:23:00.Share Flodesk Studio link and personal testimonials; encourage audience to experiment with AI-powered email design 00:07:12.Encourage listeners to A/B test subject lines and preview text for their own audiences.Build and nurture a peer community for ongoing discussions on marketing, copywriting, and tech tools 00:58:37.Offer private consulting or group workshops on best practices in email marketing, segmentation, branding, and testing.Continue to spotlight client and listener wins secured through these tactics for future episodes and social proof.Gather feedback/analytics from podcast listeners on their favorite actionable tip, using surveys or Flodesk polls.Remain updated with new Flodesk and Clubhouse features, suggesting product improvements where valuable (as discussed re: heat maps 00:48:19).For more support, listeners are encouraged to book a call, or subscribe to upcoming training and resources.Ready to Rank? Book Your SEO & Web Dev Services Today

B2B marketer confidence jumped this year. But when researchers asked finance leaders the same questions, only 12% said marketing's financial impact holds up under pressure.This week, Elena and Rob talk with Daniel Sills of NewtonX and Dagmara Szulce of the ANA about their new Confident B2B Marketer study. They unpack why marketer confidence is rising, and why finance and revenue leaders aren't yet convinced. The group breaks down the vocabulary gap driving that disconnect, and how confident marketers grew brand investment in a year when most companies cut back.Topics covered: [03:00] Key findings from the Confident B2B Marketer study [04:00] What's driving marketer confidence up this year [09:00] The vocabulary gap between marketing and finance [12:00] How confident marketers grew brand budgets under pressure [18:00] Marketing to complex buying groups and AI search [22:00] Using AI without losing your data foundation [26:00] The one move to make before your next budget cycle To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter. Resources: 2025 ANA and NewtonX Confident B2B Marketer Study: https://www.newtonx.com/article/confident-b2b-marketer-2026/Daniel Sills' LinkedIn: https://www.linkedin.com/in/danielpsills/Dagmara Szulce's LinkedIn: https://www.linkedin.com/in/dagmaraszulce/NewtonX Website: https://www.newtonx.com/work-with-us/?utm_campaign=50131755-PER-PC-General-Podcast-Campaign-All-2026-01-01&utm_source=Podcast&utm_medium=Marketing%20ArchitectsANA Website: https://www.ana.net/ Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.

✨ Join our FREE upcoming Masterclass – Board-Ready Marketing KPIs with AI: https://www.passetto.com/ai-marketing-kpi-masterclassMarketing is increasingly accountable for revenue while being asked to rely on data it doesn't control and often can't validate. In this episode, Amber breaks down the main revenue data blind spots that often undermine marketing's ability to explain performance, defend spend, and make decisions with conviction and real evidence..It starts with an old mindset: that once a deal moves to sales, marketing's job is done. It's not. Marketing has a role throughout the opportunity cycle, but most teams are missing the data they need to understand what happens after handoff.Sales activity is scattered across systems. Buying committees disappear from marketing's view. Critical fields are manually set or overwritten. And system migrations can wipe out the historical context you need to understand performance over time.The result? Marketing is held accountable to pipeline and revenue numbers it can't fully explain.Amber walks through a real client example: pipeline suddenly spiked, the CEO wanted to know why, and the marketing leader couldn't confidently answer. The problem wasn't a lack of data. It was what the data couldn't tell her.What this episode covers:The old mindset that convinces marketing its role ends at handoff and why that's increasingly dangerousWhy sales activity is one of the biggest untapped data sources for marketingThe buying committee data most marketing teams lose once an opportunity is createdWhy manually set and overwritten CRM fields make seemingly simple metrics difficult to defendHow CRM and marketing automation migrations quietly destroy historical visibilityA real client story: a pipeline spike marketing couldn't confidently explain to the CEOThe specific CRM red flags to look for before building your next board narrative-----------------------------------------------------

Favour Obasi-ike, MBA, MS discussion explored transactional keywords as the key to converting online searches into business results. Several points were raised, including keyword modifiers, intent-driven content creation, analysis of competition (including CPC and search volume), and the ongoing challenge of understanding actual customer journeys through data analysis and attribution. The conversation stressed the importance of consistent SEO practice and the need for business owners to act on this knowledge to truly benefit from organic search.Who Is This For?The conversation focused on entrepreneurs, business owners, marketers, and content creators seeking to grow their businesses online through effective SEO strategies, particularly around the use of transactional keywords. A key theme that emerged was helping those who want to boost sales, improve website discoverability, and understand user intent by mastering keyword research and practical website tweaks.Key Moments & TimestampsIntroduction to Transactional Keywords: what they are and why they matter 00:00:03The importance of website pages and matching content to keyword searches 00:06:14Examples of transactional keywords and practical modifiers (buy, order, cheap, sign up, hire, near me, company, services) 00:25:03The power of intent and understanding the buyer journey 00:17:12Insights on last-touch attribution and multi-touch user journeys 01:23:25The importance of CPC (cost-per-click) and identifying valuable keywords 01:15:14Actionable advice on keyword research, consistency, and implementation 01:41:15Final takeaways and action steps from experts 01:42:53 and 01:44:02FAQsQ: What are transactional keywords?A: Transactional keywords are search terms used when someone is ready to make a purchase or complete a specific action online—like “buy,” “order,” “subscribe,” “hire,” or “near me” 00:04:09.Q: Why are modifiers important for keywords?A: Modifiers (e.g., “best,” “cheap,” “discount,” “download,” “local”) clarify intent, match your content to customer actions, and help attract high-intent customers 00:25:03.Q: How do I find the best keywords for my business?A: Use tools like SEMrush, Ahrefs, or meetglimpse.com to analyze search volume, competition, and cost per click (CPC). Look for high CPC or low competition keywords for better ROI 01:15:14.Q: What's more important, search volume or keyword competition?A: Both matter, but targeting lower-competition keywords with reasonable search volume often yields quicker, cost-effective wins 01:17:11.Q: How can I track the effectiveness of my keywords?A: Use analytics platforms and Search Console data, not just customer surveys, to understand which keywords drive traffic and conversions to your site 01:23:25.Action Steps for Favour Obasi-ike's AudienceAudit your website: Ensure each page targets a specific, high-intent keyword or keyword phrase.Research modifiers: Add transactional and relevant modifiers to existing content and URLs.Analyze CPC and competition: Use keyword analysis tools (e.g., meetglimpse.com) to identify lucrative opportunities.Update and expand FAQs: Build trust and answer buyer questions directly on your site.Track attribution scientifically: Rely on Search Console and analytics for accurate insights instead of only customer self-report.Stay consistent: SEO is a long game—regularly update content and refine your keyword strategies.Implement, don't just learn: Turn insights into action—schedule regular SEO check-ins or book expert consultations.For more support, listeners are encouraged to book a call, or subscribe to upcoming training and resources.Ready to Rank? Book Your SEO & Web Dev Services Today

Meghan Gendelman, CMO, B2B at Canva, joins That's What I Call Marketing to discuss B2B marketing, enterprise growth, building demand and how Canva is taking a hugely successful product-led business further into the enterprise. This conversation gets into what building a B2B growth engine actually requires: understanding customers, combining product-led and sales-led growth, building brand before buyers enter the market, using data properly and working out where AI genuinely adds value.In this episode, we cover:– Why Meghan believes B2B marketing is anything but boring, particularly when you are dealing with complex buying committees, long consideration periods and multiple decision-makers– Why customer insight still matters more than tools, including Meghan's experience of using AI to scale content for GEO and discovering that faster content without anything new or useful simply didn't work– How brand, customer entry points and buying signals help marketers influence customers long before they reach a website or speak to sales– Why Meghan believes every good marketer needs to become comfortable with data, pipeline and the commercial numbers behind the business– How Canva is thinking about AI, LLMs, design, brand governance and integrations with platforms including ChatGPT, Claude and Gemini– What Meghan learned from more than a decade at Salesforce, her time at DocuSign and the process that led her to become Canva's first B2B CMO– How she leads global marketing teams through clear values, trust, vulnerability and knowing the difference between “smoke” and “fire”We also discuss the changing B2B buying journey, why much of the decision can happen before a buyer identifies themselves, the role of brand in demand generation and why B2B and B2C marketing are becoming less distinct than marketers sometimes assume.A useful listen for marketers interested in B2B marketing, enterprise marketing, product-led growth, demand generation, brand building, AI in marketing, customer insight, sales and marketing, marketing leadership and commercial growth.02:12 Meghan's career across Salesforce, DocuSign and Canva03:03 Why everything starts with the customer05:44 The AI and GEO content experiment that failed07:18 Why B2B marketing is not boring10:30 Leading global marketing teams through values and trust11:41 Smoke, fire and knowing when leaders need to get involved12:47 Why Meghan joined Canva14:46 Canva's 30–40 hour B2B marketing interview challenge16:15 Taking Canva from product-led growth into enterprise17:04 Product-led growth versus sales-led growth19:47 How B2B buying decisions are changing22:08 Why every marketer needs to understand data23:13 Meghan's Monday morning pipeline ritual24:21 Learning from other marketing leaders25:00 Remote work, offices and building global teams27:39 Why EMEA is not one market28:40 Keeping Canva simple as the platform expands29:11 Canva as an AI-powered design platform30:27 Canva, ChatGPT, Claude, Gemini and the LLM ecosystem31:47 Building Canva's B2B and enterprise brandAbout Meghan GendelmanB2B at Canva, leading its B2B marketing strategy as Canva continues to grow its enterprise business. Before Canva, Meghan held senior marketing roles at DocuSign and spent more than 12 years at Salesforce across areas including customer success, product marketing, growth marketing, field marketing, demand generation and regional marketing leadership.This episode was recorded as part of the That's What I Call Marketing Cannes Sessions and produced in partnership with The Digital Voice.The Digital Voice: https://www.thedigitalvoice.co.uk/That's What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.Find more episodes at:https://www.thatswhaticallmarketing.comThat's What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.comConnect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/If you enjoy the show, please follow, subscribe and leave a review. It helps more marketers find the conversations. Hosted on Acast. See acast.com/privacy for more information.

In this video, I hit the floor at the Generate B2B conference grabbing quick hot takes from LinkedIn, SEO, CRM and ABM folks on what's actually worth the money, then Kevin and I break down the sessions we loved-----------------------------------------------------

Favour Obasi-ike, MBA, MS discussion explored the evolving relationship between SEO and artificial intelligence, stressing that while AI revolutionizes content generation and search, SEO's foundational importance endures. One concept discussed was the need for website structure (schema, sitemaps, quality content) to ensure both human users and AI agents can discover, trust, and transact with a site.Who Is This For?The conversation focused on entrepreneurs, website owners, business leaders (including C-suite/Fortune 500), marketers, and anyone seeking to improve their business's online presence and growth using SEO and commercial keyword strategies. A key theme that emerged was bridging the knowledge gap for those new to digital marketing, whether launching a site from scratch, rescuing one, or scaling brand visibility.Key Moments & TimestampsIntroduction, Part 2 Justification & Audience Engagement: Highlights the need for deeper commercial keyword discussion; encourages live participation 00:00:13.AI vs. SEO: Relationship & Current Landscape: Explores whether AI will replace SEO; demonstrates synergy and need for structure 00:02:42–00:12:24.Website Structure & Longevity: Analogies for domain authority and building strong foundations 00:13:11.Ads vs. SEO Investment: Explains why investing in SEO creates lasting value versus short-term ad spend 00:17:11.WordPress vs. Vibe Coding: Evaluates traditional site-building vs. new AI/code-heavy approaches 00:22:56.Learning & Mastering SEO: Recommendations for ongoing strategies, resources, and communities 00:28:47.User Search Patterns & Keyword Strategy: Examines how users shop online, with a focus on long-tail and local keywords 00:32:22.Sitemaps & Robust Web Presence: How site architecture and multiple pages boost authority 00:40:10.Live Tools & Practical Auditing: Use of isitagentready.com for real-time AI/SEO readiness checks 00:43:28.Commerce, Payments, & Security: Significance of payment protocols and HTTPS for trust 00:44:29.Color, Calls to Action & Conversion Psychology: How interface details impact buying behaviors 00:54:03.Types of Commercial Intent Keywords: Differentiates high vs. low commercial intent; relevance for product, service, and pricing pages 00:59:19.Action-Oriented Keyword Construction: Guidance for structuring keyword phrases to increase conversions 01:04:23.Takeaways & Final Thoughts: Recap and encouragement to test, research, and take control of digital outcomes 01:07:42.Several points were raised, including:Investing in SEO produces compounding, evergreen visibility, unlike fleeting paid ads.Commercial keywords (e.g., “buy now,” “pricing,” “best [product],” “alternatives to”) are essential for conversion-focused pages.Local and long-tail strategies help users “find you” for specific contexts and regions.Security (HTTPS), trust signals, and payment protocols are non-negotiable for commercial viability.Testing and optimizing details—color, CTAs, copy—directly impact sales.FAQsQ: Will AI make SEO obsolete?A: No. AI depends on well-structured SEO content to deliver relevant results. They're complementary, not mutually exclusive 00:04:31.Q: What are commercial keywords?A: Specific search phrases indicating purchase intent (e.g., “buy,” “pricing,” “deal,” “best,” “compare”). Essential for pages targeting buyers 00:52:04.Q: Should I invest in SEO or ads?A: SEO offers sustainable, long-term visibility; ads work immediately but disappear when you stop paying 00:17:11.Q: Are modern coding approaches like vibe coding a good idea?A: New site builders offer fast results, but lack the proven, authority-strengthening foundation of established platforms like WordPress 00:22:56.Q: How do I start learning SEO?A: Combine online courses (Google, podcasts, masterminds) with community interaction and direct experimentation 00:28:47.Action StepsAudit your website with tools like isitagentready.com to gauge AI/SEO readiness 00:43:28.Review your site's structure—ensure schema markup, sitemaps, and multiple relevant pages exist 00:36:01.Identify and implement high-intent commercial keywords on key pages: homepage, product/service, pricing, and demo 00:52:04.Ensure your site is HTTPS-secured and supports modern payment integrations 00:46:07.Test calls-to-action and site colors to optimize conversion rates 00:54:03.Regularly engage in industry communities, podcasts, and training to stay current.Track and measure progress; iterate based on results and user feedback.Ready to Rank? Book Your SEO & Web Dev Services Today

Welcome to Season 14 with Favour Obasi-ike, MBA, MS!The discussion explored the importance of understanding the four main keyword types: informational, commercial, navigational, and transactional, highlighting that commercial keywords account for a crucial 22% of search demand. Emphasis was placed on commercial keywords being the bridge between window shopping and purchase intent.A key theme that emerged was the necessity of data-driven keyword selection using tools like SEMrush, Ahrefs, Moz, and Ubersuggest. The discussion highlighted that even highly niche or seemingly unconventional businesses can yield significant results when leveraging strategic keyword research.Several points were raised, including the technical significance of URL slugs, content quality over quantity, proper keyword placement, and the increasing value of integrating social media channels for SEO purposes (e.g., linking Instagram/LinkedIn pages for higher authority).Personal success stories from participants illustrated rapid ranking improvements and revenue growth, underscoring the long-term value of SEO over paid ads for sustainable traffic and leads.Who Is This For?The conversation focused on business owners, entrepreneurs, marketers, and anyone interested in leveraging SEO and commercial keywords to drive meaningful growth—especially those with websites or digital services looking to increase traffic and conversions through organic search.Key Moments With TimestampsIntroduction to Keyword Types and SEO Fundamentals 00:00:04Explanation of Informational, Commercial, Navigational, and Transactional Keywords 00:01:21Real-World Case Studies on SEO Transformations 00:10:00Deep Dive Into Commercial Intent and Keyword Research Tools 00:14:14Strategic Use of URL Slugs and Their Impact 00:32:43Using Social Media Integrations in SEO 00:19:03Success Stories: Ranking Improvements and Data-Driven Tactics 00:49:56The Importance of Niche and Low-Competition Keywords 00:46:33How to Turn SEO Traffic Into Leads 00:58:04FAQsQ: What's the difference between informational and commercial keywords?A key concept discussed was that informational keywords answer questions, while commercial keywords indicate buying intent, such as “best software for…” or “top alternatives to…”.Q: How do I choose the right commercial keywords?The discussion explored using data from keyword research tools rather than guessing, emphasizing specificity, intent, and competition metrics.Q: Why are URL slugs important for SEO?One concept discussed was that your URL slug directly impacts your site's discoverability—matching it to target keywords can boost rankings.Q: Can small businesses compete for high-value keywords?A key theme was targeting long-tail, niche, or region-specific variants to outmaneuver larger competitors—sometimes ranking quickly.Q: How often should I update SEO content?The conversation focused on improving and refining content over time, especially as ranking and analytics reveal what's working.Action Steps for Favour Obasi-ikeEducate Your Audience: Continue breaking down SEO concepts such as keyword types, intent, and technical fundamentals in digestible formats, using case studies and real-world examples.Promote Data-Driven Decisions: Encourage the use of keyword research tools, and stress the importance of not guessing terms but validating them with competition and search data.Advise on Technical SEO: Remind clients to optimize URL slugs, interlink content, and leverage Google Search Console and social integrations for enhanced visibility.Showcase Success Stories: Regularly share tangible case studies demonstrating before/after results from commercial keyword deployments.Foster Community Engagement: Invite listeners to submit their own results, questions, or niche discoveries for review in future episodes or on social media.Create Step-by-Step Resources: Develop checklists or templates for commercial keyword research, URL optimization, and data tracking.Offer Consultations: Direct listeners to book a strategy call for personalized SEO roadmaps and deeper dives into their analytics and keyword gaps.Plan for Follow-Ups: Organize part 2 sessions to address advanced or transactional keyword strategies and continue the learning journey.Ready to Rank? Book Your SEO & Web Dev Services Today

#383 | YouTube is the second-largest search engine on the planet, yet few B2B marketers know how to use it optimally. Dasha Shakov, the newest Exit Five podcast host, sits down with Samu Kovács, founder of the B2B YouTube agency KS Media, to unpack why he calls YouTube the hedge against AI slop. Samu breaks down the research process his team runs before writing a script, what belongs in a hook that keeps people watching, and how clients repurpose high-performing LinkedIn posts into YouTube videos instead of starting from zero. They also cover the realistic 90-day timeline for results, how to tell if YouTube is lifting your other channels, and the exact AI stack his team uses for scripting and thumbnails.Timestamps (00:00) - - Why YouTube is B2B marketing's hedge against AI slop (02:19) - - Who hires a B2B YouTube agency, and why YouTube still scares most marketers (06:26) - - The direct and indirect ROI of nailing YouTube (08:33) - - Where YouTube fits in the funnel, and when a niche is too small for it (13:33) - - Mapping ICP pain points, then reverse-engineering proven video formats (19:54) - - Doing the research yourself, and diagnosing a failed YouTube strategy (22:39) - - The hook, the structure, and repurposing LinkedIn content into scripts (33:09) - - Publishing cadence and the realistic 90-day timeline (35:44) - - Shortening sales cycles and proving YouTube's impact across channels (39:42) - - Where AI fits in the process, from research to scripting to editing (44:22) - - Samu's exact AI model stack Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

#381 | Dave sits down with Emma Robinson, Head of B2B Marketing at Canva, and Christine Siegrist, VP of Consumer Marketing at Canva, to talk about how the two teams operate as one org instead of fighting over lead credit. They get into Canva's matrixed structure across consumer, B2B, and international, how signals from free users turn into team and enterprise upgrades, and why Canva built a dedicated data science team so marketers can make bigger creative bets instead of smaller, "provable" ones. They also unpack the Love Your Work campaign, why out-of-home ads make a consumer brand feel legitimate to enterprise buyers, and the lessons Emma and Christine carried over from their time at Google and Meta. Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive.Customer.io - An AI powered customer engagement platform that help marketers turn first-party data into engaging customer experiences across email, SMS, and push. Learn more at customer.io/exitfive.Vector - A contact-level ads platform that lets you build audiences from actual people on your site, clicking your ads, and checking out your competitors. Learn how to build an ABM program that scales at vector.co/exitfive.Join us in Stowe, Vermont for Drive 2026 - three days away from your desk to learn what's working in B2B marketing from the people who are actually doing it. Grab your ticket at exitfive.com/drive.Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more

→ Wanna use SEO to generate revenue?  Book a call here  https://www.breakingb2b.com/book-a-call   Episode #496 - Sam gives you the full SEO / AI-Search strategy his team are using to propel Adam Robinson's new SaaS (MoltSets), from zero to $10 million right now! You'll get access to all 3 articles from the proven plan that's already taken RB2B to Rank #1 on  Google + ChatGPT. So yes, this stuff works!   Here's what you get:

In this Kitchen Side episode, Alex Birkett and Allie Decker unpack what actually makes content valuable in the age of AI, moving past the tired debate over human versus AI-produced content to the deeper question of how companies should measure quality at all. Drawing on decision theory and the idea that almost anything can be measured, they argue that production method matters far less than whether a piece teaches something new and lands with the people it is meant for. They explore AI visibility as a kind of digital brand recall, why sentiment and context matter more than raw share of voice, and how incumbents and startups face very different battles in shaping their narrative across the web. The conversation also digs into why brands no longer own their own story, the compounding risk of building exposure in the wrong category, and why a human QA layer grounded in real customer understanding is the one part of the content system that should never be automated. Key Takeaways The debate over AI-produced versus human-produced content misses the deeper question of how to define and measure content quality in the first place. Almost anything can be measured if a decision carries uncertainty and risk, including fuzzy concepts like brand affinity or customer experience, by breaking them into concrete, quantifiable components. Measurement is only worth doing when the cost of collecting it is lower than the value of reducing uncertainty, and when you will actually act on the result. AI visibility works like a digital brand recall survey, but raw visibility is meaningless without understanding the context and sentiment in which a brand is mentioned. Segmenting prompts by ICP and buying stage reveals visibility gaps that aggregate scores hide, such as a brand appearing at 40 percent overall but only 4 percent for enterprise queries. Brands no longer own their own narrative, because if the rest of the web contradicts a company's website, LLMs treat the external consensus as the truth. Incumbents with high domain authority have an SEO advantage but face a harder AEO battle, since years of press, mentions, and third-party content are slow and expensive to re-steer. Startups can win by getting specific for narrow prompts and buying-journey stages, but building heavy exposure around one positioning creates risk if they later pivot. AI content programs fail because of weak systems, not the AI itself, so the durable model is human strategy up front, AI in the middle, and a human QA layer at the end. Customer understanding is the last defensible advantage, and the one part of the content system that should stay human is the empathy to judge whether a piece will actually land. Show Links Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the "kitchen side" of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient LinkedIn: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Where should B2B leaders draw the line when using AI to create content? In this episode of Grounding AI, Donna Peterson shares an ethical struggle she has been thinking about as AI makes it easier to generate entire podcasts, blogs, case studies, presentations, and other thought leadership. Donna uses AI regularly. She trains companies on AI and believes it can be an extremely useful business tool. But there is an important distinction between using AI to organize and communicate your expertise and allowing AI to manufacture expertise that was never yours. For B2B companies with expensive products, complex services, and long sales cycles, that distinction matters. Buyers need to trust that the experience, opinions, case studies, and knowledge associated with your company are real. Donna discusses how she uses AI for brainstorming, challenging her thinking, organizing ideas, and making her own knowledge easier to communicate without asking AI to do the thinking for her. She also shares a simple question leaders can use when reviewing AI-assisted content: Where did the thinking come from? Was it based on your company's actual experience? A real customer? Your research? A real project? Your team's expertise? Your own opinions? AI should help your company communicate its expertise more effectively. It should not manufacture expertise your company does not have. If your team is using AI for B2B marketing, thought leadership, case studies, blogs, podcasts, or other business communications, this is an important conversation to have. Grounding AI is presented by World Innovators, helping B2B companies reach the right audiences, communicate clearly, build trust, and use AI responsibly in their marketing and business strategy. *** Reach out to dpeterson@worldinnovators.com if you'd like help building a marketing strategy that builds relationships and/or AI training for individuals or full teams.*** Visit www.worldinnovators.com for more resources on building stronger marketing and leadership strategies.*** Subscribe to the Grounding AI podcast for weekly insights into marketing, leadership, and the future of AI.

→ Wanna use SEO to generate revenue?  Book a call here  https://www.breakingb2b.com/book-a-call Episode #495 - Sam sits down (well, stands up actually!) with Aimen Chouchane, a marketing leader who's joined 4x different B2B tech companies as their very first marketing hire. We dig into the common mistakes founders make, the trap so many fall into chasing LinkedIn's AI hype, and why a strong support network matters far more than people often think.   Here's what you get on this one:  

How can marketing teams in the life science vertical show up stronger online and drive higher organic visibility for their organizations? Operating in a heavily-regulated industry where market competition is intense, many life science marketing teams stay quite busy, yet their pipelines are quiet, hampering long-term business growth? How can life science leaders bridge this gap and turn things around?That's why we're talking to Lauren Schafer (Founder, Lake House Digital Media), who shares proven ways to build life sciences buyer trust for predictable growth. In this episode, Lauren discussed the high-impact strategies for building deep authority and trust in the life science industry. She highlighted the value of uncovering specific client pain points and tailoring marketing approaches without being too generic. Lauren also stressed the significance of LinkedIn for B2B marketing, noting that decision-makers often conduct independent vendor research on the platform. She advised maintaining an up-to-date profile, using background banners effectively, and how you can be active and responsive on the platform. Lauren also emphasized the value of providing transparent marketing analytics dashboards to demonstrate accountability and ROI, essential for leadership buy-in.

Hast du auch noch 50 ungelesene 200-Seiten-E-Books auf deiner Festplatte liegen? Genau so geht es deinen Wunschkunden auch! Die meisten Leadmagneten im B2B-Bereich scheitern nicht am fehlenden Inhalt, sondern am sogenannten Marmeladen-Paradoxon: Zu viel Auswahl, zu viel Blabla und null Spezifität. Das Resultat? Du sammelst unzählige Gratis-Tools-Sammler und Angestellte ein, aber keinen einzigen entscheidungstragenden Unternehmer. In dieser Episode vom Verkaufspsychologie-Podcast enthüllen Dr. René Delpy und Matthias Niggehoff, wie du Leadmagneten so konzipierst, dass sie echte Entscheider anziehen, sofortigen Mehrwert liefern und einen unwiderstehlichen Sog-Effekt direkt in deine Verkaufsgespräche erzeugen. Das nimmst du aus dieser Folge mit: Das Marmeladen-Paradoxon auflösen: Warum weniger Auswahl zu deutlich mehr Handlungen und besseren Leads führt. Gratis-Sammler vs. Entscheider: Wie du dein Angebot so framest, dass Geschäftsführer zugreifen und sich sofort von sich aus bei dir melden. Die Blueprint-Methode: Das Geheimnis hinter Leadmagneten, die ohne Werbestand oder Vortrag fünfstellige Umsätze generieren. Speed to Lead & Permission Marketing: Wie du aus einem einfachen Interessenssignal in Höchstgeschwindigkeit zahlende Kunden machst. Schluss mit überfüllten PDFs und aufgeblähten Videokursen, die keiner anschaut. Setze auf spezifische Impulse mit klarem Verkaufs-Sog! Jetzt reinhören und dein B2B-Marketing auf echtes Umsatz-Wachstum polieren.

Thank you Jesus for publishing 700 episodes!

   We often treat macroeconomics and B2B marketing as two completely separate ecosystems that function on entirely different levels and scale. However, if you look closer at the underlying factors such as silos, transactional friction, supply chain bottlenecks, and trust gaps, you'll realise how striking the parallels are. Have you ever considered how high-level macroeconomic policies actually mirror the daily execution battles fought within B2B marketing departments? How can B2B leaders extract these macro-level insights to solve operational challenges, streamline campaign execution, build market authority, and generate better results?In this solo episode, Christian Klepp (Host of the B2B Marketers on a Mission Podcast) shared his core strategic takeaways from the Rebuilding Alliances / Reconstruire des alliances event in Toronto. He translated complex macroeconomic frameworks into actionable strategies for B2B marketing teams. Christian talked about the importance of removing internal silos to drive cross-functional collaboration, eliminating buyer friction throughout the sales funnel, and create strategic co-marketing partnerships. He also elaborated on treating data like an organisation's “critical minerals” and how to leverage internal subject matter experts (SMEs) to establish greater industry credibility. Finally, Christian stressed the value of employer branding in talent acquisition, and why building organisational trust while defending the marketing mandate is critical.This episode was sponsored by the Economic Club of Canada. 

→ Wanna use SEO to generate revenue? : Book a call here  https://www.breakingb2b.com/book-a-call Episode #494 and this week Sam presents the full AI SEO system he uses to rank SaaS businesses in ChatGPT, Claude and Perplexity. There's a huge amount here for you and Sam really gets into the detail with this one! - Ready to learn how to get AI SEO to work for your B2B?, then hit play now!   Sam give you:   

Discover why authentic customer reviews are the secret weapon in today's saturated B2B market.In this episode, Jane Singer, host of A Seat at The Table podcast, explores how businesses with great products and strong support often struggle to close deals because buyers face "buyer fatigue" and endless choices that all seem the same Learn how trusted, real-world feedback cuts through market noise and why leading platforms like Amazon have revolutionized decision-making with reviews [00:01:43].Jane reveals why traditional testimonials lack authenticity and how companies can leverage compelling, unfiltered customer stories to build trust and credibility [00:02:53]. She introduces a unique marketing strategy—sponsored micro-series podcasts featuring honest client conversations—that deliver real use cases and experiences for listeners who crave reliable, peer-driven insights [00:04:00].If you're in B2B marketing or looking to increase sales through authentic content, this episode is a must-listen. Uncover actionable strategies for winning in a competitive landscape and hear how the 'Success Stories to Sales' podcast micro-series can boost your brand credibility [00:06:37]. Don't miss this guide to growing your business with the power of customer reviews and real conversations!USEFUL LINKS:Request information about 'Success Stories to Sales' Micro podcast program:  https://seat.fm/contact-us/SEND US A MESSAGEVisit A Seat at The Table's website at https://seat.fm

Informational keywords plays a critical question-based role for attracting top-of-funnel website visitors, building audience trust, and establishing topical authority. Favour Obasi-ike, MBA, MS explored structuring keywords using the "5Ws and 1H" question format (00:04:10), maximizing keyword density and URL relevance (00:33:44), and the value of consistently publishing content that addresses common search queries (00:38:53).Several points were raised, including leveraging free and premium SEO tools (e.g., Siteliner, Semrush, Ubersuggest, Ahrefs, WooRank) for keyword research, and the importance of regularly auditing websites for technical and content improvements (00:40:39).Actionable insights included tips on creating compelling meta titles (such as using brackets and odd-numbered lists), the psychology behind pricing schemes, and the necessity of protecting intellectual property.Who is this For?The conversation focused on entrepreneurs, business owners, digital marketers, and anyone interested in leveraging SEO, keywords, and website strategies to grow their online presence and business effectiveness.A key theme that emerged was practical guidance for individuals at various stages—from startup founders to established business operators—seeking to understand how to make their websites and content more discoverable and valuable (00:03:05, 01:00:12).Key Moments & TimestampsIntroduction to Keyword Types and Search Intent 00:00:18Understanding informational, navigational, commercial, and transactional keywords 00:03:19Why Informational Keywords Matter00:01:42 The "5Ws and 1H": who, what, when, where, why, how 00:04:14Website Professionalism & Trust Signals00:18:39 on why owning your domain matters 00:22:15Technical SEO Tools & Tricks00:25:22 The benefits of platforms like Flodesk, Constant Contact, and Mega VPN 00:27:00Advanced Search & Keyword Research Guidance 00:53:01Introduction to google.com/advanced_search, Siteliner, MeetGlimpse, WooRankKeyword Structure, Titles, and User Behavior 00:44:43How brackets, odd numbers, and phrasing influence click-through 01:30:13Mindset, Testing, and Value of Time 01:14:43 on valuing time over money 01:35:20 on how time is the true business assetFAQsWhat is an informational keyword?A keyword phrase used by searchers to seek knowledge rather than to make a purchase—often beginning with who, what, when, where, why, or how (00:04:10).Why does keyword density matter?It helps determine the relevance of a page for a specific keyword; correct density improves discoverability (00:08:10).Should my business have a website or just a landing page?The discussion explored that it depends on industry, audience trust, and long-term growth plans—sites confer more credibility (00:18:13).How do I choose the right keywords for my website?Use research tools like Siteliner, MeetGlimpse, Ubersuggest, and analyze the most frequently asked questions related to your field (00:42:45).What's the advantage of proprietary domains over free website builders?Ownership increases trust, eligibility for search engine indexing, and professional branding (00:22:15).Action StepsAudit your website's keyword density and update for informational queries (00:08:15).Research the most common question-based keywords in your industry using free and paid tools (00:54:05).Ensure your URL structure and meta titles closely match the user's search intent (00:33:44).Secure your brand by claiming your domain, setting up professional email, and registering relevant trademarks (00:20:13).Regularly test content titles with brackets or odd numbers for improved engagement (00:45:45, 01:30:13).Allocate more effort to saving and valuing your time over incremental cost-savings (01:15:07).For more strategies, connect directly via the podcast resources shared at the conclusion of the episode.

Navigational Keywords - Business Strategies for Websites (Best Practices)The conversation focused on the critical role of navigational keywords in business website strategies and best practices for SEO. Several points were raised, including the distinction between informational and navigational keywords, the practical implications for website structure, and how search engines and users interact with these elements.Key Themes & ConceptsWhat Are Navigational Keywords?One concept discussed was the definition of navigational keywords: these are brand-specific queries used to find specific web pages or destinations within a website, such as "Brand + login," "Brand + pricing," or "Brand + contact." Navigational keywords contrast with informational keywords, which are broad and unbranded, like "best restaurant near me" or "how to tie a tie" 09:06.Why Are Navigational Keywords Important?A key theme that emerged was the way navigational keywords indicate high search intent. Users searching with these terms already know the brand and are seeking specific information or functionality—like product pages, contact details, or policy documents 10:15.How to Implement Best PracticesThe discussion explored actionable best practices for leveraging navigational keywords on business websites:Dedicated Pages: Businesses should create clear, dedicated pages for key navigational actions—such as /contact, /about, /pricing, /reviews, /careers—so that search engines have specific, easily indexed URLs to display in search results 14:03.URL Structure & Keyword Density: URLs should reflect the navigational query and use clear, hyphenated keywords to make it easier for algorithms and users to understand (e.g., yourwebsite.com/privacy-policy). Hyphens are treated as word separators by search engines 15:12.Sitemaps & Technical SEO: XML sitemaps act as a roadmap for algorithms to crawl a website efficiently. Keeping both HTML (what users see) and XML (what bots crawl) structures organized is vital 26:31.Regular Updates: Pages should be maintained and regularly updated. The two critical dates for each page are the date published and the date last modified—these inform algorithms the content is current and relevant, improving SEO performance 45:04.Importance of Brand & Action PairingsThe conversation emphasized that effective navigational keywords pair the brand with a specific action or destination (e.g., "Sephora privacy policy," "Amazon shipping"), which allows businesses to "own" those key queries and drive high-intent traffic 12:24.Measuring & Managing SEOThe discussion also touched on website management:The number of well-structured, dedicated pages can impact investment and SEO value 18:03.Regular auditing and technical optimization of all primary and secondary web properties ensures consistency, compliance, and discoverability 22:41.Understanding audience awareness stages (unaware, problem aware, solution aware, product aware, most aware) helps align SEO content and navigational structure with user intent 35:12.TakeawaysNavigational keywords are essential for brand recognition and conversion, providing shortcuts for users seeking specific brand information.Businesses should invest in user-focused, clearly named, and regularly maintained navigational pages to capture high-intent searches 43:06.Effective technical SEO, including XML sitemaps and proper URL structures, boosts a website's usefulness to both users and search engines.By adopting these best practices, businesses ensure their websites are easily navigable for users and highly visible to search engines, setting the stage for better awareness, engagement, and growth.Who Is This For?The conversation focused on business owners, entrepreneurs, creators, and anyone looking to optimize their website's visibility and effectiveness, particularly through the strategic use of navigational keywords.It is especially relevant for those responsible for maintaining or improving the web presence of a brand, including solopreneurs and those with multiple or complex sites seeking clarity on SEO best practices and site structure (00:01:45, 00:21:48, 00:39:24).Key Moments & SEO Summary with TimestampsIntroduction to Navigational Keywords & Series Context: Outlining the focus on keywords for website business strategies (00:00:10).Website as a Core Asset: Emphasizing the necessity of a website as a brand hub for discovery and operations (00:03:00).Value of Quick Links and Site Accessibility: How having links to websites, calendars, and resources streamlines connections at events (00:04:02).Technological Tools for Networking: RFID/NFC and QR codes as ways to share multifaceted digital presences instantly (00:05:27, 00:07:00).Defining Navigational Keywords: Explained as brand-specific, high-intent search queries driving direct access to internal pages (e.g. “Brand + Contact,” “Brand + Login”) (00:08:39-00:12:24).Site Structure & Essential Pages: Importance of clear, dedicated URLs for contact, about, pricing, policies, reviews, etc. for both users and search engines (00:14:03, 00:16:17).Keyword Density, URL Structure, and Modifiers: The technical aspects affecting SEO on navigational and branded queries (00:13:33).Role of Sitemaps and Algorithm Interaction: Front- and back-end elements (HTML/XML) and the importance of current, updated content (00:26:31, 00:28:12).Awareness Stages: Moving from “unaware” to “most aware” for web users and the importance of matching their journey (00:34:42-00:36:46).Regular Updates and Maintenance: The necessity of revisiting and updating site pages to keep them “alive” in the algorithm (00:44:46, 00:45:50).Summary and Call to Action: Clarity, connection, and proactive site management—with encouragement to take the next steps (00:47:12, 00:48:28).FAQs1. What are navigational keywords and why do they matter?Navigational keywords are search queries aimed at finding specific branded pages (e.g. “Brand + Contact”). They guide users directly to the information or action they seek, playing a key role in brand visibility and customer experience (00:08:39, 00:10:15).2. What essential pages should every business website have?Contact, About, Pricing, Privacy Policy, Reviews, Careers, Locations, Return Policy, and Service pages—all clearly labeled with descriptive, hyphenated URLs (00:16:08).3. How often should I update my website pages?Regular updates signal activity and relevance to both users and algorithms. Important dates include “published” and “modified,” which should reflect recent engagement (00:45:04).4. How can I connect multiple websites or domains effectively?Centralize branding, ensure consistent linking, and consolidate scattered domains when possible so search engines understand their relationship and users can easily navigate between them (00:21:57).5. What's the role of awareness stages in website strategy?Your content and site structure should serve users at different familiarity levels—from “unaware” to “most aware”—with easy access to relevant information at every stage (00:35:12).Action Steps from Favour Obasi-ikeAudit All Active Website Pages:Ensure every required page exists, is linked clearly, and contains current information (00:16:17).Check and Update URLs:Use descriptive, hyphenated slugs for internal navigation—e.g., /about-us, /contact, /pricing (00:15:12).Establish an Update Routine:Schedule regular reviews to update modified dates—especially for high-traffic or business critical pages (00:44:46).Centralize Links Across Platforms:Use tools (link aggregators, NFC cards, QR codes) for seamless access from all touchpoints (00:05:52, 00:07:00).Monitor User Awareness:Identify which stage (unaware, problem aware, solution aware, product aware, most aware) your visitors occupy and tailor CTAs and navigation accordingly (00:35:12).Encourage Feedback and Continuous Learning:Collect responses (like the “put a 1 in the chat”) to gauge clarity and adjust future content and site structures (00:46:10).Ready to Rank? Book Your SEO & Web Dev Services Today

Brand isn't just a marketing expense. It's one of the best long-term investments you can make as a business owner. In this episode, Guy Bauer steps away from filmmaking and creative direction to talk owner-to-owner about why Umault has invested more than half a million dollars into building its brand over the past seven years. Drawing from his own experience of putting marketing on pause while making his feature film Ana the Cleaner, he explains why strong brands continue generating results long after campaigns end. If you're focused entirely on short-term lead generation, this episode is a reminder that the strongest businesses are built by investing in something people remember long after they've seen it.

Send us Fan MailHave you ever felt like people just don't "get" what your business does?You tweak your website. Rewrite your copy. Experiment with AI. Yet somehow your message still isn't connecting with the right people.In this episode of Imperfect Marketing, Kendra Corman welcomes messaging strategist Katie Turner to unpack why messaging problems are rarely about finding better words. Instead, they often begin with unclear positioning, an evolving audience, or an offer that's no longer aligned with what buyers actually need.Katie shares why storytelling isn't about telling your personal story. It's about helping customers clearly see the journey from the challenge they're facing today to the transformation they'll experience by working with you.Together, Kendra and Katie discuss:• Why messaging problems usually start long before copywriting begins.• The connection between your offer, audience, positioning, and messaging.• How storytelling creates clarity and trust in B2B marketing.• Why AI is only as good as the context you provide.• How to differentiate your business, even in crowded industries.• Why understanding your buyer is the most valuable marketing skill you can develop.• Katie's biggest marketing lesson after more than 20 years in the industry.Whether you're a consultant, coach, agency owner, or service-based business, this episode will help you think differently about your messaging and give you practical ideas to make it resonate with the people you most want to serve.About Katie TurnerKatie Turner is a messaging strategist and marketing consultant who helps B2B professional service firms clarify their positioning, strengthen their storytelling, and create messaging that attracts the right clients. Connect with Katie:Website: https://kateturnermarketing.com/LinkedIn: https://www.linkedin.com/in/kateturnermarketing/If you enjoyed this episode, be sure to subscribe to Imperfect Marketing and leave a review. Your support helps us reach more business owners looking for practical marketing strategies that actually work. Looking to leverage AI? Want better results? Want to think about what you want to leverage?Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

Ty Heath has a way of making complex marketing ideas feel deceptively simple.After our latest conversation with the former LinkedIn B2B Institute leader, we sat down to unpack the biggest ideas that stayed with us—from why B2B is simply "marketing on hard mode," to why confidence may be the true outcome of great B2B marketing.Along the way we explore:Why the same marketing principles apply across B2B and B2CBuying committees and why complexity changes execution—not human behaviourWhy the best B2B brands build ecosystems instead of campaignsThe power of contrarian thinkingWhy strategy should outlast trendsConfidence, memory and long-term brand buildingIf you've ever wondered whether B2B marketing really plays by different rules, this conversation may change your mind.00:00 - Welcome Back & First Reactions01:15 - Why B2B Is "Marketing on Hard Mode"02:15 - The B2B Institute as a Marketing Cheat Code03:30 - Buying Committees and What Makes B2B Different06:10 - Are B2B and B2C Actually That Different?07:15 - Has B2B Creativity Finally Matured?09:35 - Campaigns vs. Ecosystems12:00 - Why Event Marketing Builds Memory13:30 - The Contrarian Marketer15:10 - Chasing Trends vs. Building Strategy17:30 - Objectives Before Tactics18:10 ⚡ Quick Fire Begins18:35 - Best Quote19:15 - Most Surprising Insight20:20 - Biggest Missed Question21:45 - Most Practical Takeaway22:15 - Challenge for Marketers23:10 - Closing Thoughts

A B2B company's website is so much more than a passive “digital shop window.” When engineered and promoted strategically, it can help you establish category credibility, capture high-intent demand, generate qualified leads, and ultimately, build pipeline. Unfortunately, many B2B companies still treat their website like a digital brochure, leading to prospect drop-off and leaking revenue without the marketing teams even realizing it. So, how can marketing leaders address this critical issue and turn their websites into one of their company's best-performing revenue assets?That's why we're talking to Cameron LiButti (Founder, Bidview Marketing), who shared real-world case studies and his signature framework for how to transform your B2B website into a revenue-generating machine. During our conversation, Cameron highlighted the value of defining your Ideal Customer Profile (ICP) and why it's important to drive conversion clarity by removing low-value “content clutter.” He also shared an incredible customer success story, where a strategic website redesign resulted in a 3,000% increase in leads within 30 days without any marketing spend. Cameron also discussed the value of mobile optimization and high-converting calls to action (CTAs) to improve the user experience. He also stressed the significance of aligning branding with the businesses identity and values, and cited exampled from medical and legal practices.

B2B marketing isn't playing a different game. It's playing the same game on hard mode.In this episode, we're joined by Ty Heath, Global Director of Thought Leadership Go-to-Market at LinkedIn and co-founder of the B2B Institute.Fresh off serving as Jury President for the Creative B2B Lions at Cannes, Ty shares what separated the best work from the rest—and why B2B creativity is entering a new era.We discuss:What won at Cannes B2B LionsWhy B2B creativity has maturedThe role of emotion in B2BBuying committees and "viability"Why ecosystems beat campaignsThe origin story of the B2B InstituteLong-term thinking inside LinkedInWhy B2B marketers are playing the game on "hard mode"Whether you work in B2B, B2C, media, or brand strategy, this conversation offers practical lessons on creativity, leadership and marketing effectiveness.Chapters:00:00 - Welcome Back, Tyronna Heath00:38 - Tyronna's New Role at LinkedIn01:11 - Winning an Effie for “Only on LinkedIn”02:58 - Becoming Jury President for the Creative B2B Lions05:24 - Reviewing 355 Cannes Entries07:20 - Has B2B Creativity Finally Matured?09:14 - What Effective B2B Creativity Looks Like12:00 - Why the Best Ideas Can Be Explained in One Sentence13:24 - What Is Still Missing from B2B Creative?16:01 - Why Ecosystems Can Be More Powerful Than Campaigns18:09 - The Role of Emotion in B2B Decision-Making18:23 - Cannes as a B2B Brand Experience21:37 - The Origin Story of the B2B Institute25:25 - How the B2B Institute Built Its Influence28:05 - Thought Leadership and Betting on What Won't Change31:09 - Human Behaviour as the Enduring Marketing Truth32:43 - Where B2B Creativity Goes Next34:15 - Why B2B Marketing Is “Hard Mode”37:07 - LinkedIn's Long-Term B2B Playbook38:01 - Building Authority, Credibility and Confidence39:10 - The B2B Institute as a Marketing Cheat Code40:05 - Where to Follow Tyronna and the B2B Institute

→ Wanna use SEO to generate revenue? : Book a call here  https://www.breakingb2b.com/book-a-call In this podcast, Sam chats to Alex Mann from Lunos.ai about why so much of SaaS marketing is BORING. Don't be boring > Learn how to be remembered, trusted & then chosen by your dream prospects!   Alex spills the beans on:   

What if the biggest risk in marketing isn't failing, it's being too afraid to?In this episode of the FINITE Podcast, Jodi Norris sits down with Amanda Cole, CMO at Bloomreach, to unpack why building a culture that tolerates, and even expects, failure has never mattered more. As AI reshapes how marketing teams operate, Amanda argues the old playbook no longer applies. Instead, the marketers who thrive will be the ones comfortable saying "that didn't work" and moving on fast.The conversation explores what happens when decision-making shifts from humans to AI agents, why scale changes the stakes of every mistake, and why Amanda believes the real risk isn't moving too fast, but forgetting to bring your whole organisation along with you.Amanda Cole has spent over 20 years building B2B marketing functions from the ground up, starting in direct mail and rising to CMO at Bloomreach, where she leads global marketing, technology partnerships and pipeline generation. Known for her candour and appetite for risk, she's built a reputation for pairing bold experimentation with hard-won lessons on leadership and change.Inside you'll find…Why Amanda believes 80% of marketing doesn't work as intended, and why that's exactly the pointHow AI agents change the scale and speed of failure, and what "human in the loop" really means in practiceThe sunk cost trap every marketing leader falls into, and the discipline it takes to walk back before the finish line

Favour Obasi-ike, MBA, MS speaks with author James Sherwood Metts about his book "Planet Story Land." They explore creative perseverance, overcoming writer's block, the power of narrative in shaping identity, and advice for aspiring writers.The episode covers the seven-year journey of writing a unique story set on the planet Gliese, the lessons learned along the way, and practical steps for creative development. Listeners discover how to connect with James Sherwood Metts, acquire his book, and are inspired to trust their inner voice and persist with their creative dreams.Key MomentsJames Sherwood Metts shares the inspiration behind his book "Planet Story Land" and his seven-year writing journey 00:00:40The importance of persistence and overcoming self-doubt, including experiences with writer's block and finding renewal through external feedback 00:04:42Insights into the book's story and intended audience 00:09:14Reflections on favorite chapters and underlying themes of identity and belonging 00:12:40Advice for his younger and future self about self-trust and the power of recording thoughts 00:15:31Emphasis on cultivating identity and independent thinking in students 00:18:18Ways to connect with James Sherwood Metts and obtain the book 00:22:40Timestamps00:00:40: Inspiration for "Planet Story Land"00:04:42: Facing doubts, writer's block, and breakthroughs00:09:14: Book's intended audience and synopsis00:12:40: Favorite chapter and thematic depth00:15:31: Advice to younger and future self00:18:18: Importance of identity in youth00:22:40: How to connect and get the bookWho Is This For?This episode is for aspiring writers, educators, storytellers, creative thinkers, parents, librarians, and anyone interested in personal growth, perseverance, and the creative process. It will especially resonate with young people navigating identity or anyone struggling with self-doubt on a long-term creative project.FAQsQ: What inspired "Planet Story Land"?A: James Sherwood Metts was inspired by the question: "What would a kid from another planet think about how we live?" 00:00:40Q: How long did it take to write the book and why?A: It took seven years, due to the process of filling story gaps and ensuring simplicity and clarity 00:02:4400:09:14Q: Who is the book for?A: Readers age 12+, students, parents, teachers, librarians, and anyone interested in new perspectives 00:10:05Q: What's the main theme?A: Exploring identity, belonging, and seeing the world through an outsider's lens 00:14:27Q: Where can listeners find the book or connect with the author?A: planetstoryland.com, Instagram, LinkedIn, and Facebook (00:22:40)Action StepsRead or gift "Planet Story Land": Visit planetstoryland.com for ebook or paperback.Connect with James Sherwood Metts: Reach out via his website.Leave a Review: Share feedback online to help others discover the book.Practice Daily Writing: Follow James Sherwood Metts's advice to jot down thoughts, questions, and insights for self-growth.Encourage Young People: Support youth in developing strong identities and independent thinking as highlighted in the episode.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Favour Obasi-ike, MBA, MS breaks down the debate between content quality and velocity. He argues that while velocity drives visibility, quality is the foundation that keeps audiences engaged and builds trust.High-quality content must be readable, understandable, and digestible, utilizing clear formatting and strong internal linking. By establishing a proof of concept and adhering to Google's E-E-A-T guidelines, creators can scale their publishing frequency sustainably.Who Is This For?This episode is for entrepreneurs, marketers, SEO professionals, bloggers, and creators trying to build search visibility. It serves anyone looking to publish consistently without falling into the trap of low-quality content overload.Key Moments & Timestamps[00:03] - Introduction: Content quality versus content velocity.[02:38] - Quality is not only what you say; it is how it is presented.[05:03] - Headings and the “readable, understandable, digestible” standard.[12:10] - Quotes, testimonials, strong titles, and the content experience.[15:13] - Self-audit: Would you watch, read, or listen to your own content?[21:00] - Attention, engagement, and quality as audience priorities.[26:54] - Google E-E-A-T: experience, expertise, authority, and trust.[29:39] - The debate: Evergreen content versus timely updates.[45:03] - Updating old articles and leveraging the modified date.[47:26] - Content velocity, manual indexing, and internal linking.[52:02] - Two top-quality articles beat ten subpar pieces.[53:35] - Building a controlled cadence to avoid audience burnout.[59:42] - Establish quality and a proof of concept before scaling output.[64:00] - Researching ranked content to evaluate the competitive landscape.[67:17] - Aligning keywords, titles, URLs, and opening lines with intent.[68:42] - Best strategy: High-quality content posted consistently.[77:41] - Final takeaway: Quality trumps velocity; scale only with quality.Memorable Quote"Quality trumps velocity—and if you're going to do velocity, make sure you do it with quality."Frequently Asked Questions (FAQs)What makes content high quality?High-quality content is useful, trustworthy, well-researched, and structured. It should be easy to read and act on, utilizing proper formatting to guide the user experience.Does publishing more content improve SEO?Publishing volume helps only when relevance, quality, internal linking, and audience value remain strong. Velocity without quality leads to subpar results.Should old content be updated?Yes. Update older content when facts, tools, algorithms, or market conditions change. This preserves its evergreen foundation while signaling freshness.Is evergreen or fresh content better?Both serve a purpose. Evergreen content supports lasting discovery, while fresh content is necessary for news, trends, and platform updates.How often should a brand publish?Choose a publishing cadence your team can sustain without lowering standards. It is better to publish fewer high-quality pieces than to overwhelm your audience.Action StepsAudit one of your existing pieces for readability, formatting, and search intent.Fix heading hierarchy, paragraph length, text emphasis, visuals, and calls to action.Refresh a strong older article with current evidence, updated links, and fresh examples.Define a minimum quality checklist and test it until it becomes a repeatable process.Set a sustainable publishing cadence based on audience behavior and team capacity.Scale your output only after your quality, engagement, and workflow are stable.For more strategies, connect directly via the podcast resources shared at the conclusion of the episode.

Modern B2B marketing starts with deep curiosity. To outperform and outmaneuver the competition, marketing teams must navigate a rapidly evolving market research landscape to make faster, smarter decisions. They must lead with strategy, by being the voice of the customer, and by leveraging data that really moves the needle. So, how can B2B marketing teams strategically harness consumer insights to make more informed decisions that drive predictable, long-term business growth?That's why we're talking to Molly-Strawn Carreño (Director of Brand Growth, aytm), who shared her strategic framework on how to turn “data overload” into “decision velocity” using research. During our conversation, Molly emphasized the importance of modernizing market research to improve organizational decision-making. She also stressed the need for marketers to stay current, integrate AI tools, and maintain a customer-centric approach. Molly provided actionable guidance on how marketers could upskill in AI, consolidate data, and leverage tools like The Bridge - aytm's new tool - for efficient research. She also highlighted the value of continuous learning, staying ahead of changes, and maintaining human relevant in marketing strategies. Tune in to hear Molly's tactical advice for transforming raw data into high-velocity marketing initiatives.

In this episode of The Long Game Podcast, Alex Birkett sits down with Sofia Sulikowski, founder of Solera Strategies and former product marketer at dbt Labs, Tableau, and Atlan, to explore why standing out in a saturated content landscape has become a core product marketing problem. Sofia breaks down what "basic marketing" really requires, why internal narratives so often drift from how customers actually describe a product, and how pulling voice of customer language directly from calls and interviews can anchor messaging that actually resonates. They discuss the erosion of trust in marketing, from products being marketed ahead of their real capabilities to the flattening effect of AI generated content, and why human authored, technical, practitioner led voices are becoming a premium differentiator. The conversation also digs into how case studies are evolving from static logo and metrics templates into technical, narrative driven assets, and why the real measure of a successful customer story is whether the featured customer feels proud enough to share it themselves. Key Takeaways Product marketing is fundamentally "basic marketing": identifying what value a product provides, for whom, and how, then aligning every channel and message to that core. Internal assumptions about a product's value often diverge from real customer usage, which is why product marketing has to synthesize input from product, sales, and customer success teams. Pulling the exact language customers use, by sitting in on beta calls or QBRs, is an underused but effective way to anchor messaging customers already recognize. Not every customer quote deserves equal weight; separating signal from noise means understanding who gave a quote, how invested they are, and what their actual outcomes look like. Companies are increasingly marketing products ahead of their real capabilities, widening the gap between what's promised and what a customer experiences on first use. AI generated content compresses everything toward the same "average" output, flooding channels with low value content and burying pieces that offer something distinct. Technical, practitioner authored content, written by the people who did the work and lightly polished by marketing, is outperforming generic thought leadership because it carries real expertise. Case studies are shifting from a template of company background, pain points, and results tables toward a hybrid with technical blog posts that shows the actual "how," including architecture and implementation decisions. A mature case study program should be organized by goal: heavy hitter logos for credibility, gap fillers for common but underrepresented use cases, and hero stories that make the customer look good. The clearest signal that a case study succeeded isn't traffic or downloads, it's whether the featured customer is proud enough to organically share their own story with their network. Show Links Connect with Sofia Sulikowski on LinkedIn Connect with Alex Birkett on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient LinkedIn: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Avishag Daniely built One Layer's entire marketing and partnerships function from scratch — coming from a background in IDF cyber intelligence. She shares how her military analytical training shaped her approach to B2B GTM, what it takes to build pipeline when no one's heard of your company yet, and why she treats every marketing decision like an intelligence problem.

If you've ever wished you could flip a switch and instantly generate more leads, this episode is for you. Guy Bauer explains why "getting leads" is the wrong goal, and why leads are actually the byproduct of a disciplined, long-term marketing system. Using Umault's own experience, he shares why it took more than a year to generate the agency's first inbound lead, introduces David C. Baker's water pump analogy for building marketing momentum, and explains why consistency beats quick fixes every time. Then, Guy delivers on the promise with two practical ways to generate leads faster: targeting the 5% of buyers who are already in-market through bottom-of-funnel marketing, and creating one bold, opinionated video that earns attention and fills your pipeline. If you're tired of "get leads fast" marketing promises and want a more realistic framework for building demand, this episode is for you.

In this episode, Kevin and George break down their entire Five BE's framework for B2B marketing and demand generation, recorded live in studio. It's the system we came up with over 200 episodes ago, and we put it through the test of time to see what still holds up.We cover:→ The 95/5 rule and why talking to the 95% out of market matters as much as the 5% ready to buy→ Be Ready: deeply understanding your dream customers and documenting your ICP, not just your TAM→ Be Helpful: building trust with helpful content that makes you the obvious choice when buyers are in market→ Be Seen: deliberate distribution across one to many, one to few and 1 to 1 channels→ Be Better and Be the Best: optimising your processes, revenue alignment and building a flywheelIf you are a B2B marketer or founder on a small, lean team who's tired of random acts of marketing and wants one practical framework to run demand gen without getting lost in the weeds.Tune in and learn:→ Why 95% of your market isn't ready to buy today, and how to influence them before they are→ How to niche down on your ICP and turn customer interviews into messaging and content→ Why the person delivering the message is now just as important as the message itself→ How to pick the right channels based on where your buyers actually hang out and who they trust→ How Revenue Alignment Architecture breaks down the silos between sales, marketing and CS-----------------------------------------------------

Favour Obasi-ike, MBA, MS frames the discussion around the core distinction: broke (or broken) business websites vs pro (professional) business websites. A “broke” site often lacks structure, SEO, technical setup, and consistently underperforms, whereas a professional site is organized, optimized, and positioned for visibility, lead generation, and business growth 00:00:03, 00:05:16.Who Is This For?This episode is for business owners, entrepreneurs, and marketers—especially those responsible for their company's website and digital visibility. If you want practical, plain English insights into why your site isn't performing, how to spot technical flaws, and how to finally turn a “broken” website into a professional, revenue-driving asset, this is for you.Key Moments & TimestampsIntro & Website Audit Tools:00:00:03 - [Favour Obasi Ike] introduces the concept of "broke" vs. "pro" business websites and tools like Siteliner.com and GTMetrix to self-audit your site.Technical SEO & Why Sites Don't Rank:00:05:00 - 70% of ranking problems are technical, not content-based.00:07:00 - Explains the impact of page speed, broken links, and crawl errors.Site Architecture & Structure:00:12:06 - A “pro” site has a solid checklist, logical URL structure, all main pages (home, about, contact, etc.), and no duplicates or broken paths.Importance of Social, Content, and Indexing:00:10:15 – Social profiles now connect with Google Search Console; cohesive digital presence is critical.00:33:05 – Explains sitemaps, robots.txt, and how to check what pages Google sees vs. your actual site.Schema, Quality Content, and Velocity:00:48:23 – Why schema (structured data) is often missing and critical for SEO.01:11:28 – Content must attract and repel with clarity; use action-oriented headlines and answer real user questions.Budgets, DIY, and Final Advice:01:05:01 – Discusses real costs for professional sites, why you must invest money or time, and how “broke” sites result from neglect.01:23:29 – Final takeaways: clarity in copy, investing in continual learning, and practical analytics checks.SummarizeTechnical SEO is usually the culprit for low rankings—not just content issues. Site speed, mobile performance, clean architecture, and meta info (titles, descriptions) matter much more than flashy design.Sitemaps and robots.txt must be properly configured, or Google may ignore much of your site.Schema markup is almost always missing on poorly performing sites and can boost visibility.Consistent, high-quality content (using real user questions as headline structure) increases both visibility and engagement.Organic social and SEO now interact—Google draws from your digital presence as a whole.DIY is an option, but you must invest time if you can't invest money.Monitor click-through and conversion metrics (above 2% is good; below, revisit your site's value/clarity).FAQsQ: What free tools can I use to audit my site?A: Siteliner.com checks duplicate/broken pages; GTMetrix.com measures speed; NSLookUp.io checks domain health.Q: What's the most common reason websites don't rank?A: Technical SEO issues: slow speed, crawl errors, missing/incomplete sitemaps, improper robots.txt, lack of schema.Q: Is a newsletter/blog/journal page worth it?A: Yes—having unique, frequently updated content (news, blogs, resources) helps with indexing, authority, and user engagement 00:43:10.Q: Can I get a professional site cheaply?A: Investing either time (DIY, free learning resources) or money (professionals, payment plans) is required. Q: What defines a “pro” website?A: Fast, mobile-first, well-structured, SEO-optimized, schema'd, secure, maintained, and delivers what users expect—every time.Action StepsAudit your site using Siteliner, GTMetrix, and NSLookUp to identify technical flaws (00:01:38).Create or download a checklist for on-page, off-page, technical, and local SEO (00:05:48).Clean up your site map and robots.txt.Apply schema markup to each main page (00:48:23).Ensure all key pages exist: home, about, contact, products/services, privacy, FAQ, blog/newsletter (00:13:51).Update your titles/descriptions to include search terms and local info; keep within pixel/character limits (00:29:13).Track your conversions; if below 2%, revisit clarity, speed, mobile, and copy (01:27:24).Invest in learning if budget is tight (use LinkedIn Learning, online resources) or hire a pro with phased payments.Monitor progress and repeat regular checks to maintain a “pro” business website.For more strategies, connect directly via the podcast resources shared at the conclusion of the episode.

Kelly Cheng, CMO at Goldcast, joins Daniel to talk trust, mind share, and how B2B Marketing can break through when the internet is drowning in AI slop. In a feed full of AI avatars and synthetic everything, the stuff that actually earns trust is the stuff AI can't manufacture. What breaks through in a feed full of AI content, and how do you scale it without turning into slop yourself? Kelly and Daniel get into why buyers' shortlists are shrinking even as their options explode, the one thing AI still can't fake (hint: it starts with a T), and the "lazy Marketer" trap that's quietly wrecking teams. If you're a Marketer trying to win mind share and build real trust in the age of AI, this episode is for YOU. Enjoying the pod? Do Daniel a favor and hit follow, then leave a quick rating. It helps more Marketers find the show. Follow Kelly: LinkedIn: https://www.linkedin.com/in/kellyhcheng/ Follow Daniel: YouTube: https://www.youtube.com/@themarketingmillennials/featured Twitter: https://www.twitter.com/Dmurr68 LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing Sign up for The Marketing Millennials newsletter: www.workweek.com/brand/the-marketing-millennials Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com

In this Kitchen Side episode, Alex Birkett, Allie Decker, and David Ly Khim unpack how brands should actually measure success in AI search, and why traditional attribution models are breaking down as buyer behavior shifts from search links to AI assistants and workflows. They discuss why self-reported attribution is becoming the most reliable signal available, the different tiers of AI visibility from simple citations to category-level consensus, and why AI visibility functions more like a brand recall survey than a channel you can optimize in isolation. The conversation also covers the idea of a “post-channel marketer” who coordinates across product, customer education, and PR, and why chasing visibility tactics with no underlying business purpose rarely pays off. Key Takeaways Self-reported attribution is more reliable than clickstream data for AI search because most AI-driven visits never result in a tracked click. AI visibility behaves more like a brand recall survey than a channel, reflecting how a brand compares to competitors rather than something to optimize in isolation. Picking up a citation on a narrow, low-competition prompt is easy, but shifting broader category-level consensus, like being named among the best CRMs, is far harder and requires changing an entire conversation. Correcting outdated third-party pricing information moved AI search outputs within about a month in one client engagement, though this was a sentiment fix rather than a visibility gain. Some AI answers now include negative or qualifying recommendations, meaning a mention doesn't always translate into a positive outcome for a brand. Different AI tools serve different roles, with ChatGPT and AI Overviews functioning as quick answer engines while agentic tools like Claude Code perform deeper multi-step research, and visibility strategies should account for that difference. Whether a company should publish a markdown version of its site for easier AI retrieval depends on its audience, mattering more for technical, developer-facing products than for typical B2B SaaS buyers. Sustainable AI search performance comes from investing in product experience, customer education, and reviews, since genuine third-party validation is difficult to fake once a brand has earned it. Marketing teams need a “post-channel” role that coordinates across product, customer success, and PR to influence sentiment and visibility, rather than treating this as an SEO-only or PR-only problem. Tactics pursued only to move an AI visibility score, with no underlying business purpose, are usually not worth the effort unless they're addressing existing negative sentiment. Show Links Connect with David Khim on LinkedIn and Twitter Connect with Alex Birkett on LinkedIn and Twitter Connect with Allie Decker on LinkedIn and Twitter Connect with Omniscient Digital on LinkedIn or Twitter What is Kitchen Side? One big benefit of running an agency or working at one is you get to see the "kitchen side" of many different businesses; their revenue, their operations, their automations, and their culture. You understand how things look from the inside and how that differs from the outside. You understand how the sausage is made. As an agency ourselves, we're working both on growing our clients' businesses as well as our own. This podcast is one project, but we also blog, make videos, do sales, and have quite a robust portfolio of automations and hacks to run our business. We want to take you behind the curtain, to the kitchen side of our business, to witness our brainstorms, discussions, and internal dialogues behind the public works that we ship. Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more. Some interviews you might enjoy and learn from: Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO) Building Competitive Marketing Content with Sam Chapman (Aprimo) How to Build the Right Data Workflow with Blake Burch (Shipyard) Data-Driven Thought Leadership with Alicia Johnston (Sprout Social) Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath) Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency: Blue Ocean vs Red Ocean SEO Should You Hire Writers or Subject Matter Experts? How Do Growth and Content Overlap? Connect with Omniscient Digital on social: Twitter: @beomniscient LinkedIn: Be Omniscient Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Favour Obasi-ike, MBA, MS drives one concept discussing how psychological triggers influence consumer actions, especially as seen through color choices on websites, calls to action, and branding. Short and long sales cycles can be impacted by color: red for urgency and quick decisions, yellow for engagement and optimism, green for reassurance and growth, blue for trust and authority. The discussion explored how alignment between color, branding, and SEO can increase website conversions, support customer retention, and create distinct brand recognition.A key theme that emerged was the integration of color psychology, clear language choices, and user-centric design for stronger SEO outcomes and higher conversion rates. Reliable colors and consistent branding serve as trust signals—important for both algorithms and users.Key Moments & TimestampsThe importance of turning website visitors into action takers 00:01:01Real-world examples of brand color choices and their emotional effects (Amazon, Walmart, LinkedIn) 00:03:15How sales cycles are influenced by marketing psychology and colors 00:06:18The emotional meanings attached to colors (red, orange, yellow, green, blue, black, white, purple) 00:11:45, 00:18:28How color choices impact conversions and consumer behavior 00:24:00The "Coolors.co" tool for creating and experimenting with color palettes 00:34:35Brand trust and customer reaction to color/logo changes 00:51:00The power of language and syllables in branding 00:58:26The coupling of color and words for maximum marketing impact 00:59:57Who Is This For?The conversation focused on providing insights for entrepreneurs, marketers, website owners, brand strategists, and anyone interested in leveraging the psychology of color and sales cycles to enhance their business, branding, and SEO outcomes. Those building or refining a brand, website, or marketing strategy will find particular value in the deep dives on color psychology and practical sales cycle management.FAQsQ: Why is color psychology important in marketing and SEO?A key theme that emerged was that colors evoke specific emotions in consumers, which can either attract or repel action. Brands use colors intentionally to create trust, urgency, or connection, supporting both engagement and conversion 00:06:01.Q: What colors should I use for my brand or website?Several points were raised, including that choices depend on your intended emotion: Red = Urgency/action Yellow = Optimism/activity Blue = Trust/stability Green = Growth/natureResearch competitors and test shades using tools like Coolors.co 00:34:35.Q: Can changing my brand colors hurt my business?The discussion explored that abrupt or un-strategic color changes can cause distrust and disconnect from loyal customers 00:51:30.Q: Do colors affect SEO rankings?Indirectly, yes—a well-chosen color scheme improves user experience and conversions, both of which are positive SEO signals 00:06:12.Q: How do sales cycles relate to website design?Color and design elements can encourage shorter or longer decision times, depending on the emotion and urgency the colors create 00:25:00.Action StepsAudit your current branding:Evaluate your website and marketing materials for color consistency and emotional messaging 00:03:53.Use a palette tool:Try Coolors.co to experiment with new color combinations and gather hex codes for consistent branding 00:34:35.Test Your CTAs:A/B test call-to-action button colors to optimize for higher conversion rates 00:06:06.Study your competitors:Note the psychological associations of top brand colors in your niche 00:17:19.Engage with your audience:Ask for feedback if you're considering a color or branding change to maintain trust 00:51:30.Pair powerful words and colors:Align your brand's language (think syllable counts and clarity) with your color messaging for maximum SEO and conversion impact 00:59:57.For more strategies, connect directly via the podcast resources shared at the conclusion of the episode.

When AI can spit out infinite content for free, is yelling into the void actually a losing game? In this LIVE panel, Daniel sits down with two experienced Marketers with strong opinions about what to do. Debbie Millman is a designer, author, and educator who founded the world's first ever Master's program in Branding at SVA. She's also hosted the podcast Design Matters for 21 years and is a Harvard Fellow. Christina Bottis is a CMO with 20+ years in B2B Marketing who has built brand at pretty much every size and stage of company. In this episode, taped live, they get into what "breaking through" actually means, because it's not volume. It's A+ content, real consistency, and a strategy that makes you behave differently from your competitors (not just a fancier plan). Debbie also talks about brand as "manufactured meaning" and why our reptilian brains are wired to hate every rebrand on sight. Plus the big 1: when everyone can generate everything, what's the new scarce resource? The panel makes the case for taste, ingenuity, and originality, and why the Marketer who keeps building real fundamentals (instead of outsourcing them all to AI) becomes the most valuable person in the room. Also in this episode is a script for how to defend the value of brand - from showing short AND long-term wins, to moving fast without skipping your ICP foundations, and why your audience wants to hear from the real people behind the brand, not the brand itself. If you're a Marketer who wants to learn how to build a brand that cuts through in the AI era, this is the episode for YOU. Follow Debbie: https://www.linkedin.com/in/deborahmillman/ Follow Christina: https://www.linkedin.com/in/christinabottis/ Follow Daniel: YouTube: ⁠https://www.youtube.com/@themarketingmillennials/featured⁠ Twitter: ⁠https://www.twitter.com/Dmurr68⁠ LinkedIn: ⁠https://www.linkedin.com/in/daniel-murray-marketing⁠ Sign up for The Marketing Millennials newsletter: ⁠www.workweek.com/brand/the-marketing-millennials⁠ Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: ⁠www.workweek.com

Favour Obasi-ike, MBA, MS shares insights from 13+ years helping businesses improve their websites and online presence. He highlights that first impressions on a website are like setting the feel of a room; you have to make visitors want to take action. The episode stresses the importance of providing clear instructions and having compelling calls to action right from the start.Website success isn't just about aesthetics—it's about strategy, clarity, and engagement. Favour illustrates how timely follow-ups, even post-room, can convert onlookers into leads and customers. He delves into marketing psychology—especially how colors like yellow and blue (used by Amazon, Walmart, and Best Buy) foster trust and encourage clicks.Practical stories, such as how a wedding dress site started getting national customers after targeted changes, anchor the advice in reality. Favour also recommends constant testing and evaluating everything from wording (“Book a Call” vs. “Schedule a Call”) to color choices on buttons to increase conversions.Throughout, Favour encourages thinking beyond just “having” a website: ensure it is working for you by guiding visitors from interest to engagement and decision.

Send us Fan MailIs cold email still one of the most effective ways to generate leads, book meetings, and grow your business?In this episode of Imperfect Marketing, Kendra Corman sits down with Adam Rosen, Founder and CEO of EOC Works, to discuss why cold email continues to deliver results even as marketing channels become more crowded and AI-generated content floods inboxes.Adam shares how he used cold email to land customers like Amazon, Apple, Disney, Goldman Sachs, and BlackRock, raise funding, grow his first startup, and ultimately sell the company. He also explains what has changed dramatically in the email landscape over the past few years and why businesses need a much more sophisticated approach than they did even a few years ago.Together, Kendra and Adam explore the importance of deliverability, targeting, messaging, lead nurturing, and patience. They discuss why email remains one of the few marketing channels where businesses can directly reach their ideal prospects and why relevance is the key to getting responses.In this episode, you'll learn:• What cold email marketing is and how it differs from traditional email marketing• Why deliverability is now one of the biggest challenges marketers face• The three essential components of a successful cold email strategy• How to identify and target the right prospects• Why lead nurturing often generates results long after a prospect first enters your pipeline• Common mistakes that can damage your domain reputation• Why patience is one of the most important factors in marketing successWhether you're a business owner, marketer, consultant, or entrepreneur looking for new ways to generate qualified leads, this conversation offers practical insights you can apply immediately.About Adam RosenAdam Rosen is the Founder and CEO of EOC Works, a cold email marketing agency that helps businesses generate qualified meetings through strategic outbound email campaigns. After building and selling his first startup, Adam launched EOC Works and has since helped nearly 200 clients improve their lead generation through modern cold email strategies.Connect with Adam:Website: https://eocworks.comLinkedIn: https://www.linkedin.com/in/adamirosen/If you enjoyed this episode, be sure to subscribe, leave a review, and share it with a colleague who wants to improve their marketing and lead generation efforts.#EmailMarketing #ColdEmail #LeadGeneration #B2BMarketing #DigitalMarketing #MarketingStrategy #BusinessGrowth #Entrepreneurship #SalesStrategy #MarketingPodcast Looking to leverage AI? Want better results? Want to think about what you want to leverage?Check and see how I am using it for FREE on YouTube. From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain. Watch here

Favour Obasi-ike, MBA, MS highlights actionable steps for enhancing website trust, stresses the maturity timeline (24 months), and the importance of genuine, multi-platform engagement to foster meaningful connections and search engine rankings.The episode focuses on the must-have trust signals for SEO success in 2026: website security, authority, and credibility. Through real client examples and up-to-date frameworks (E-E-A-T), listeners learn that establishing SEO trust is a long-term investment; one that pays off in organic leads, partnerships, and international reach.

Favour Obasi-ike interviews Soyoung Shin (The Water Chef) on why water is the ultimate foundation for health. Soyoung shares her journey from personal health crises to her father's recovery from stage four cancer after switching to electrically changed water. She exposes the dangers of bottled water—including microplastics—and critiques filters that only mask chlorine's taste. This discussion shifts the perspective on water from a commodity to a vital health investment, providing tools to audit water sources and prioritize cellular hydration.Who is this episode for?This episode is for health-conscious individuals, biohackers, and families seeking to understand water's foundational role in wellness. It is essential for those dealing with chronic health issues, concerned about microplastics, or wanting to ensure their family's hydration supports long-term vitality.Key MomentsSoyoung recounts her 2023 health crises and her father's recovery from stage four cancer after six months of drinking optimized water (03:20). She explains the "plastic epidemic," where heat causes bottled water to leach harmful chemicals (06:35). They discuss the difference between chemically induced alkalinity and the electrical charge our bodies crave (11:07). Finally, Soyoung highlights the risks of unfiltered shower water, which can be as toxic as drinking chlorinated water due to skin absorption and inhalation (26:39).Timestamps00:00 – Introduction to Soyoung Shin and water as a health foundation.01:40 – Soyoung's health journey and discovery of optimized water.03:20 – Her father's recovery from stage four cancer.05:16 – The truth about bottled water, microplastics, and contaminants.07:53 – Using ewg.org/tapwater to audit local water quality.09:54 – Chemically alkaline vs. electrically changed water.12:04 – Understanding cellular hydration and detoxification.18:33 – The investment mindset: Why health is worth more than a $2 bottle.23:55 – Why standard pitcher filters may not remove chlorine.26:39 – Hidden dangers of chlorinated shower water.29:04 – Connecting with @TheWaterChef on Instagram.FAQsIs bottled alkaline water good?Most use baking soda for pH. Soyoung notes that electrically changed water better suits our body's natural state.How can I check my water quality?Use ewg.org/tapwater with your zip code to see a detailed contaminant report.Do pitcher filters remove chlorine?Many only reduce the taste and odor. Check labels to see if the chemical is actually removed.Action StepsAudit Your Source: Use ewg.org/tapwater to identify chemicals in your home supply.Ditch the Plastic: Stop buying bottled water to avoid microplastics; invest in home filtration.Filter Your Shower: Install a shower head filter to prevent chlorine absorption.Prioritize Cellular Hydration: Choose water that nourishes cells rather than just flushing through.Connect with the Expert: Follow Soyoung Shin on Instagram @TheWaterChef for more tips.Ready to Rank? Book Your SEO & Web Dev Services Today

Favour Obasi-ike, MBA, MS breaks down website anatomy, emphasizing that a "pretty" site is useless if it doesn't function technically. He explains the psychology of website navigation, detailing three types of scrolling: eye paths, scroll paths, and decision zones. Guest speakers advocate for starting with a simple, high-converting one-page website on platforms like Wix, rather than getting overwhelmed by complex builds. The conversation also covers the importance of proper logo linking, customized social media icons, and integrating live chat to reduce friction and boost sales.>>

Twenty-five years ago, the goal was to build a website as a digital "single source of truth." In an era of AI agents and hyper-personalized realities, is the very concept of a single, universal brand "truth" now an obstacle to creating a truly relevant customer experience?Agility requires not just adopting new channels and technologies, but fundamentally rethinking the role of content and data in a constantly shifting landscape. It's the ability to move from managing a static digital property to orchestrating a fluid, dynamic relationship with your audience.Today, we're going to talk about the 25-year evolution of digital experience, from the early days of enterprise content management to today's complex ecosystem of AI-driven, composable platforms. We'll explore how seismic shifts—from the introduction of the iPhone to the rise of agentic AI—have not just changed the tools we use, but have fundamentally redefined the relationship between brands and their customers.To help me discuss this topic, I'd like to welcome, Michelle Boockoff-Bajdek, CMO at Sitecore, a company that is turning 25 this year and has managed to maintain its leadership in the space through many changes and a few curveballs. About Michelle Boockoff-Bajdek Michelle Boockoff-Bajdek (BB) is the Chief Marketing Officer at Sitecore, where she leads a global team of marketers who are redefining what's possible in modern marketing. Together, they're putting the power of generative and agentic AI to work – creating digital experiences that connect people and possibilities across the globe. Michelle is a trailblazer in bringing AI into marketing. At IBM, she served first as Global Head of B2B Marketing at the Weather Company, and then as CMO of IBM Watson, the company's pioneering AI platform. There, she served as the steward of the Watson brand, helping the world understand how AI can transform both work and life. Since then, she's become a Fellow at the Marketing Academy, a founding member of CMO Huddles, and has held CMO roles at both Skillsoft and IDC. At IDC, Michelle reimagined marketing as a strategic growth engine, launching a bold new brand identity, spearheading the company's first GenAI initiatives, and aligning brand, demand, and strategy to drive global impact. Michelle is a frequent speaker on marketing leadership, AI, and purpose-led growth. A lifelong learner, she's also a runner, rescue dog mom, and dark roast devotee. Her best ideas rarely arrive in a meeting, but often hit mid-stride or mid-walk. Michelle Boockoff-Bajdek on LinkedIn: https://www.linkedin.com/in/michellebb/ ---------- Resources ---------- Sitecore: sitecore.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://aglbrnd.co/r/2868abd8085a9703 We're proud to be a media partner for #MAICON26 - Oct. 13-15! Learn how AI can power your marketing and business and help you grow smarter. Use code AGILE150 to save! https://aglbrnd.co/r/7fe458ced0f04658Reach your customers with Reddit. Spend $500 in ad spend, get $500 back in ad credit! Learn more: https://advertalize.com/r/491818c79fb1873fDon't miss We Make Future - the International Festival of Innovation in AI, Tech, and Digital Marketing, June 24-26 in Bologna. Learn more: https://aglbrnd.co/r/c80991afff416bb2The most influential minds in software, AI, and engineering leadership will be at WeAreDevelopers World Congress North America, September 23-25 in San Jose. Learn more: https://aglbrnd.co/r/60a7299222a7bcf1 Enjoyed the show? Tell us more at and give us a rating so others can find the show at: https://aglbrnd.co/r/faaed112fc9887f3 Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstromDon't miss a thing: get the latest episodes, sign up for our newsletter and more: https://aglbrnd.co/r/35ded3ccfb6716ba Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com Hosted on Acast. See acast.com/privacy for more information.