Shows
Content MattersShaping SEO-Driven Marketing with Will Sigsworth, PipedriveIs your SEO strategy ready for the next evolution ofbig shift in search?Kaylee Peterson, Director of SEO at Compose.ly, opens the episode by addressing the growing shift from traditional SEO to Answer Engine Optimization (AEO). She explains how AI-driven tools like ChatGPT and Bard are reshaping search behavior and shares strategies for creating modular, user-friendly content that works for both humans and bots. We’re also joined by Will Sigsworth, Head of SEO at Pipedrive, to demystify how AI, AEO and technical SEO are shaping the future of content marketing. He explains ho...
2025-02-0445 min
Optimize Your Marketing PodcastGoogle Ads Is Only Getting Harder in 2025 | Ep 25 Feat James GreggThe conversation between Ian and James revolves around the changes in Google Ads and how it has become more focused on B2C advertisers, making it harder for B2B advertisers to drive results. They discuss the shift towards broad match keywords and the limitations it poses for B2B campaigns. They also touch on the topic of Performance Max and its potential impact on B2B advertising. Overall, the conversation highlights the need for strategic decision-making and the importance of leveraging audience targeting features in Google Ads. In this conversation, Ian Binek and James Gregg discuss various topics...
2024-09-2455 min
Optimize Your Marketing PodcastA MasterClass on Middle of Funnel Content Feat. Ryan Yackel | Ep 24In this conversation, Ryan Yackel discusses the importance of middle funnel content in marketing strategies. He explains the traditional marketing funnel and the alternative account-based marketing (ABM) approach. Ryan emphasizes the need for a compelling narrative design and a clear understanding of the target audience and personas. He shares examples of demand capture and demand awareness strategies and how they differ based on the industry. Ryan also highlights the value of reaching out to content creators and influencers to promote products and solutions. The conversation covers topics such as the use of open source tools in software development, the...
2024-08-2746 min
Optimize Your Marketing PodcastAI's Impact on Demand Gen in 2024 Feat. Maggie Sirunyan | Ep 23In this conversation, Ian and Maggie discuss the use of AI in demand generation and its impact on marketing strategies. Maggie shares her experience using AI to enhance her marketing work, particularly in the polishing and enhancing phase. They also discuss the tactical use cases of AI in demand gen campaigns, such as personalized landing pages and content repurposing. They explore the potential automation of lower-level marketing tasks and the role of strategy in achieving successful results. They also touch on the future of AI in marketing agencies and the importance of upskilling to stay competitive.
2024-08-2038 min
Optimize Your Marketing PodcastThe ONLY WAY to Drive Referrals in 2024 Feat. Julia Winn | Ep 22Summary:
Julia Winn, Head of Marketing at Air Traffic Control, shares insights on aligning marketing and sales, leveraging interest graphs for personalized content, and the importance of creating valuable content for the audience. She discusses the power of word-of-mouth and referrals and reflects on the role of AI in marketing, stressing the need for a human touch and maintaining quality in content production. Julia also mentions that B2B mobile text messaging may be overrated, emphasizing instead the value of genuine human connection and communication in effective marketing strategies.
Keywords:
Marketing and sales alignment
Interest graphs
...
2024-08-1323 min
Optimize Your Marketing PodcastConversational Marketing's Impact For PLG Companies Feat. Jacob Boneta Ep 21Jacob Boneta's Role at Grafana Labs
Jacob Boneta, Growth Manager at Grafana Labs, discusses his role in lifecycle marketing and the strategies used to drive growth for the company.
Key Strategies for Driving Growth
He emphasizes the importance of giving away the product and providing a valuable open-source software side to attract users.
Challenges and Solutions in Personalization
Jacob also talks about the challenges of personalizing content at scale and the use of AI to improve the user experience. He shares insights on using AI in outbound marketing and...
2024-08-0645 min
Optimize Your Marketing PodcastIncorporating AI into Agency Services Feat Ishaan Shakunt | S2 Ep 9In this conversation, Ishaan Shakunt shares his insights on AI, automation, and the future of marketing. He discusses how AI enables more complex compute and simplifies user interfaces. He also talks about his belief that AI will increase productivity to the point where large teams are no longer necessary. Ishaan emphasizes the importance of creating better offers and the role of positioning in marketing. He also highlights the overemphasis on personalization and the need to focus on meeting customer needs instead. Lastly, he provides advice for budding entrepreneurs, emphasizing the need for a strong motivation beyond money and freedom.
2024-07-3048 min
Optimize Your Marketing PodcastThe Impact of Reddit in Search Results Feat. Evan Sherbert, SEO Manager @ G2Summary
Evan Sherbert, SEO Manager at G2, discusses the role of SEO in driving targeted visibility and traffic to core page types on G2. He emphasizes the importance of focusing on quality and depth of content, as well as the need for SEO A/B testing to ensure the highest quality pages. Evan also shares insights on the impact of AI in the SEO space and the need for marketers to adapt and diversify their content types. He highlights the underrated value of leveraging social media to boost SEO signals and brand visibility.
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2024-07-2328 min
Optimize Your Marketing PodcastA Unique Take On CRO: Consumption Rate Optimization Feat. Tas Bober | S2 Ep 7In this episode of the Optimize Your Marketing podcast, host Ian Binek interviews Tas Bober, a LinkedIn expert and landing page expert. They discuss the importance of landing page optimization in the B2B space, focusing on consumption rate optimization rather than conversion rate optimization. Tas shares examples of clients she has helped and the results they achieved through her approach. She also talks about the importance of setting expectations for users and reducing friction in the conversion process. Tas emphasizes the value of niching down and how it has driven the growth of her consultancy. In this conversation...
2024-07-1149 min
Optimize Your Marketing PodcastThe Value of SEO in Content Marketing Ft. Amy Stewart | S2 Ep6In this episode, Ian Binek interviews Amy Stewart, the Associate Director of Content at PayScale, about her priorities as a content lead and strategies for brand awareness. They discuss the importance of creating unique and valuable thought leadership content, the role of SEO in content marketing, and the potential impact of AI on the industry. Amy emphasizes the need for original and insightful content that solves customer challenges. She also highlights the dangers of relying too heavily on AI-generated content and the importance of strategic planning in marketing.
Keywords
content marketing, thought leadership, brand awareness, priorities, SEO, AI, strategic...
2024-07-0130 min
Optimize Your Marketing PodcastAI Isn't Taking Marketing Directors Jobs... Yet Ft. Laura Bavetz, Idera | S2 Ep 5In this episode of the Optimize Your Marketing podcast, host Ian Binek interviews Laura Bavetz, the marketing director at Idera, a large software company. They discuss the importance of deep customer understanding, the value of storytelling in marketing, and the impact of AI on the industry.
Laura emphasizes the need for a balance between micro-targeting and reaching a broader audience, as well as the underrated strategy of storytelling. She also shares her approach to handling stress, which includes taking breaks in nature and connecting with animals.
Keywords: marketing, customer understanding, storytelling, AI...
2024-06-2439 min
Optimize Your Marketing PodcastTop Mistakes CMOs in B2B SaaS Companies Make | S2 Ep 4In this podcast episode, Ian Binek interviews Ben Scandlen, the CEO of Mosaic Growth Solutions, about fractional CMOs and the B2B SaaS marketing industry. They discuss the challenges and opportunities of being a fractional CMO, the blurred definition of the role, and the importance of setting clear expectations for success. They also explore the evolving landscape of B2B SaaS marketing, the saturation of the market, and the need for differentiation and brand building. Ben emphasizes the power of word-of-mouth marketing and storytelling, as well as the importance of preparation and continuous learning to manage stress and drive...
2024-06-1340 min
Optimize Your Marketing PodcastMarrying Data & Design Ft. Weaver & Fraser Ellard | S2 Ep3In this pod, I sit down with Weaver and Fraser Ellard of Dodeka Digital to discuss attributing revenue to all marketing activities - and prepping campaigns to be beautifully designed before going live. We also discuss:
1. Overrated Marketing Techniques in 2024
2. Underrated Marketing Strategies in 2024
3. How to Cope With Stress as an Entrepreneur
2024-05-2041 min
Optimize Your Marketing PodcastBuilding Quality SEO w/ Alec Beard | Ep 013In this pod, I will be chatting with Alec Beard, CEO of StoryWon and discussing cutting edge SEO hacks that you can use to rise in the Google Search rankings. We will discuss:
1. Alec's agency and how he serves his clients.
2. Some case studies of work that has performed well in 2024.
3. Alec's journey - how he started his agency, how it has grown, and how he handles stress.
Please share and enjoy :)
2024-05-0637 min
Optimize Your Marketing PodcastB2B Marketing Automation w/ Jon Farah | Ep 012In today's podcast, I got a chance to interview B2B Marketing Automation expert Jon Farah. Jon is the founder of PBLC and has been an agency friend for over a year now.
1. We will discuss what PBLC does & why it's important.
2. Then we will talk about the digital marketing industry as a whole - what's working, what's overhyped, and what's not being talked about.
3. Last, we will talk about coping with the stressors of daily life as an entrepreneur.
We hope you enjoy!
2024-04-2428 minOptimize Your Marketing PodcastThe Best Marketing Tech Stack in 2024 | Ep 011The Best Marketing Tech Stack in 2024
In this blog, we will cover the primary components of your tech stack and what we recommend in terms of free software to install on your site.
A marketing tech stack is composed of analytics, advertising pixels, and customer data platforms that gives your team valuable information on your website, on ad platforms, and insight into potential and ongoing deal flow.
2024-04-1507 minOptimize Your Marketing Podcast9 Google Search Ad AB Tests That Optimize Our Accounts | Ep 0109 Google Search Ad AB Tests to Optimize Your Account
In this blog, I will cover our top 9 Google Search Ad AB tests that we run in virtually every one of our accounts when we are trying to lower CPL and increase CTR.
Let’s establish some ground rules before getting started.
First, when we run Google Search Ads, we are looking to capture demand.
This means that we are trying to convert the 3% of the market that is ready to buy.
We are also testing these using Custom Experiments in...
2024-04-1211 minOptimize Your Marketing PodcastThe First 3 AB Tests We Run For New Paid Media Campaigns | Ep 009The First 3 Paid Media AB Tests We Run
In this pod, we will cover what AB testing is, common pitfalls of ab testing, and the first 3 paid media campaign ab tests we like to run for our clients.
Ab testing is the science of identifying an important element of your marketing, and creating a duplicate version of it with 1 noticeable thing changed.
This new change is called the variant.
When you run the original (control) with the variant to the same audience, during the same time frame then you can using...
2024-04-1113 minOptimize Your Marketing Podcast7 Deadly LinkedIn Ads Sins You're Probably Making | Ep 008In this pod, I will cover the 7 deadly LinkedIn ads sins that I see 90% of all my clients make before working with us.
Interested in us taking a look under the hood? Book time for an audit here: https://linktr.ee/optimizeyourmarketing
Visit our website for more: https://www.optimize.marketing/
2024-04-0809 minOptimize Your Marketing PodcastPaid Media Optimization | Ep 007Alright so what's paid media optimization all about?
In short, it's the efficient spending of marketing budget.
Similar to how you work with a financial advisor to optimize your finances - the same can be said for digital marketing campaigns.
Paid media optimization entails the planning, execution, and tracking of campaigns, all while reallocating budgets and testing new channels iteratively.
Optimizing paid media campaigns is crucial for achieving higher click-through rates, conversions, and maximizing return on investment by reaching the right audience with the right message.
2024-04-0512 minOptimize Your Marketing PodcastDemand Cap vs Demand Gen | Ep 006In this pod, we will cover what is demand capture, how it's different from demand generation, and why you should incorporate it into your marketing campaign mix.
2024-04-0409 minOptimize Your Marketing PodcastHow To Build Demand in 2024 | Ep 005In this pod, we will cover the 2024 marketing landscape and explain that demand generation for B2B companies needs to be a cornerstone in their marketing efforts.
2024-04-0312 minOptimize Your Marketing PodcastBuild It Once, Use It Twice (or more) | Ep 004In this pod, you will learn how we approach creating paid media campaigns for our clients and how we can build 1 piece of content and 1 landing page that we can repurpose many different times to keep creative fresh and your ICP intrigued. We hope you share and enjoy!
2024-04-0218 minOptimize Your Marketing PodcastHow We Setup Optimized LinkedIn Ads Campaigns | Ep 003When I audit LinkedIn Ads accounts, I always notice $100s, if not $1000s, in wasted ad spend.
In this post, I share quick tips to make sure your ad accounts are firing on all cylinders.
So let's dive right in.
2024-03-2618 minOptimize Your Marketing PodcastThe 3 Basic Levers All Marketing Campaigns Have | Ep 002All marketing campaigns share these 3 common denominators
A brief note about how Optimize handles these:
When we start an engagement with a client, we always learn more about the audiences and messaging that have already been tested and that the client is interested in testing.
Along with many other questions, this data helps us plan a timeframe for testing your audiences, messaging, and the strategy we provide.
We organize this timeline in a custom database software that we create for your organization.
From this...
2024-03-2206 minOptimize Your Marketing PodcastHow we Set Up Optimized Paid Search Campaigns for B2B Companies | Ep 001This post is all about the secrets to setting up best-in-class Paid Search campaigns in 2024.
These are lessons learned through $100,000s spent on Google/Bing over the past decade.
Hope you find this practical guide informative and use it the next time you are setting up your PPC campaigns :)
2024-03-1309 min