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All The Hats
Make 5K Work Like 50K
What would you actually do with a $5,000 marketing budget?In this episode of All the Hats, Ómar Thor Ómarsson gets put on the spot. It’s 2026, the budget is tight, and every dollar has to count. Alicja Lei hands Ómar a $5,000 annual marketing budget and asks the hard questions: what actually moves buyers, what is a waste of money, and where should small B2B teams focus when there is no room for error.Together, they walk through a real, line-by-line breakdown of how to spend that budget across tools, content, distribution, events, and partnerships. From organ...
2026-02-03
39 min
All The Hats
Why We Ditched Google Analytics
Google Analytics tells you everything and somehow nothing at the same time.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Edward Ford, co-founder of Hamu and longtime B2B SaaS marketer, to unpack why Google Analytics has become a poor fit for modern B2B teams. Edward shares his firsthand frustration with GA4, from bloated dashboards to insights that are impossible to act on when you are wearing too many hats.The conversation shifts into what B2B marketers actually need from analytics: clarity, speed, and answers tied to...
2026-01-20
43 min
All The Hats
Why Product Led Beats Old Playbooks
Product-led growth sounds simple until you actually try to do it.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with product-led growth expert Leah Tharin to unpack what PLG really means, where most teams get it wrong, and why it is not a replacement for sales, but a different way of earning trust. Leah breaks down the realities of self-serve motions, freemiums, trials, and why most companies struggle to turn interest into long-term growth.They also get into the hard truths behind differentiation, ICPs, and why trust is now th...
2026-01-06
58 min
All The Hats
The Real Purpose of a B2B Website
Building a great website isn’t just about design — it’s about people, process, and politics. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Tas Bober, host of Notorious B2B and founder of The Scroll Lab, to unpack what it really takes to build B2B websites that perform. From handling endless stakeholder opinions to balancing brand and demand priorities, Tas shares hard-won lessons from over 400 site projects and 15 years in the trenches. They talk about what makes a great B2B site, who should actually own it, and h...
2025-12-16
1h 08
All The Hats
Your Website Is Your Top Rep
Your homepage is your hardest-working salesperson — or your weakest one.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei break down why your website should be treated like your top sales rep, not a static brochure. They dig into what makes a homepage actually convert, why clarity always beats cleverness, and how to turn your messaging into something buyers immediately trust.From anchor statements to proof sections and the “show, don’t tell” mindset, this episode dives into how small B2B teams can turn their sites into conversion machines without overcomplicating the design.
2025-12-02
44 min
All The Hats
Stop Doing This On LinkedIn If You Want Replies
LinkedIn isn’t just a place for résumés anymore.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei unpack how the platform has evolved from job updates and “we’re thrilled to announce” posts into a core channel for brand building and sales. They dive into what actually works on LinkedIn in 2025, why company pages rarely move the needle, and how small B2B teams can turn consistency and authenticity into results.From selfies that outperform ads to posts that backfire spectacularly (looking at you, crying CEO), this conversation breaks down what real engagem...
2025-11-18
45 min
All The Hats
Why No One’s Finding Your Content Anymore
SEO isn’t dead. It’s just changing. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei dig into the new wave of acronyms that are reshaping how people find your brand online: SEO, AEO, GEO, and whatever comes next. With AI tools like ChatGPT and Gemini changing how people search, the question is no longer how to rank on Google, but how to stay visible at all.Ómar and Alicja explain what these changes mean for small B2B marketing teams, where to focus your effort, and how to keep your brand discoverable as searc...
2025-11-04
24 min
All The Hats
Marketing Campaigns that Shouldn’t Have Worked…But Did
Most small B2B marketing teams are working with the same problem: too little budget, too many expectations, and a playbook that feels stuck in 2015. White papers, gated content, and “just run some Google Ads” don’t cut it anymore.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei swap stories of campaigns that flopped, campaigns that surprised them, and the new tactics B2B marketers are testing in 2025 to actually break through the noise. From influencer-driven LinkedIn posts to gorilla marketing stunts (yes, even Times Square billboards and pizza box campaigns), they dig into what is...
2025-10-21
37 min
All The Hats
Why Your ICP Might Be Wrong
If you don’t fix your target, you miss everything.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Peep Laja, founder of Wynter, to unpack why positioning fails when you’re guessing, why A/B testing isn’t built for most B2B teams, and how message-market fit matters just as much as product-market fit.They dive into pivots, micro-optimizations, and the uncomfortable truth that your homepage copy is often the real conversion bottleneck—not your design. No fluff. No jargon. Just sharp insights on what makes messaging...
2025-10-07
53 min
All The Hats
Why No One Gets What You Do
If your homepage doesn’t tell the story, your positioning won’t stick.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Anthony Pierri of Fletch to dig into why so many B2B startups stumble when it comes to messaging. Founders love strategy decks and category conversations—but if the positioning never makes it onto the homepage, the market never sees it.Anthony shares how forcing hard choices, narrowing your ICP, and putting your stake in the ground on the homepage creates clarity that cascades through...
2025-09-23
51 min
All The Hats
How Small Marketing Teams Do Customer Research
If you’re not doing customer research, it shows.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei break down why most small marketing teams are flying blind: guessing at pain points, rewriting landing pages in a vacuum, and building messaging around features instead of feelings.They break down how small teams can stop overthinking research and start learning from the conversations already happening around them — in sales calls, support tickets, social threads, and yes, even LinkedIn DMs. No scr...
2025-09-09
32 min
All The Hats
The Problem Isn't Your Website Design
That redesign isn’t fixing your problem. It’s hiding it.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei unpack one of the most expensive distractions in B2B marketing: the full website redesign. From outdated CMSes and dev bottlenecks to messaging that just doesn’t land, they explore why conversions are flat and why your new hex codes won’t save you.You’ll hear what actually drives performance on a website, how to avoid wasting months on the wrong fixes, and how smal...
2025-08-26
41 min
All The Hats
A/B Testing Is a Waste of Time in B2B
If you’ve ever been asked to A/B test a page with 37 visits, this one’s for you.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei dismantle one of the most overhyped practices in B2B marketing: A/B testing. From statistical illusions to traffic volume myths, they walk through why the math just doesn’t work for most small teams — and what to do instead.This episode cuts through the performative testing mindset and gets to what actually works when you’re trying to move the needle with limited data and lim...
2025-08-12
26 min
All The Hats
The Best Tech Stack for Small Marketing Teams
Most marketing stacks aren’t designed. They just happen.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei take a hard look at how small teams end up buried in tools they never chose. From inherited platforms and overlapping features to chaotic documentation (or none at all), they share how to clean house and rebuild a stack that actually works.It’s part strategy session, part stack intervention, and a reminder that doing less with the right tools beats doing everything with the wrong ones.In this episode:What a small team a...
2025-07-29
34 min
All The Hats
What Buyers Actually Need from Your Website
If your homepage tries to say everything to everyone, chances are it’s saying nothing to anyone.In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei tackle one of the most critical—and misunderstood—elements of B2B marketing: website messaging. Drawing from years of experience and recent work with positioning experts, they unpack the real reason most B2B sites fail to convert. It’s not your product. It’s not your pricing. It’s how you’re talking about it.From avoiding jargon traps to defining a clear point of view, this episo...
2025-07-15
52 min
All The Hats
The REAL Job Description of a Marketer on a Small Team
If your job feels like a never-ending list of tasks with unclear goals and shifting expectations, you're not alone.In this first episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei talk about what it’s really like to be a marketer on a small team. They swap stories from their own careers, react to a viral Reddit post about unrealistic workloads, and make the case for why saying no is sometimes the smartest move you can make. It’s part vent session, part strategy chat, and a reminder that doing everything isn’t the same as doing...
2025-07-01
52 min
Funded, Now What?!
Why Google Analytics Is Broken and How Optise Is Fixing B2B Marketing with AI
In this episode of Funded, Now What?!, growth marketing expert and fractional CMO Andrew Lee Miller sits down with Ómar, founder and CEO of Optise an AI-powered analytics platform built to solve the data problems plaguing modern B2B marketers. Together, they break down: Why Google Analytics is no longer fit for B2B use How AI and automation can unlock real insight — not just dashboards What makes Optise fundamentally different from legacy tools How founder-led growth can outperform bloated marketing teams The truth about fundraising in emerging tech markets like Iceland Andrew also delivers some crucial tactical marketing les...
2025-06-25
55 min
All The Hats
Welcome to All The Hats!
All the Hats is the podcast for B2B marketers on small teams. You write the copy, manage the CMS, run the ads, and fix allllll the dang forms. Hosted by Ómar Thor Ómarsson and Alicja Lei, we talk positioning, UX, content, SEO, and all the stuff you’re somehow supposed to master (without losing your mind). If you're a B2B marketer running lean, moving fast, and juggling everything from strategy to screenshots...you just found your people.
2025-06-23
01 min
The AI Chopping Block
Why 90% of B2B Websites Fail to Convert (And How One Founder Raised $2.2M to Fix It)
In this episode of Homebase, host David Stepania sits down with Ómar Thor Ómarsson, CEO and Co-founder of Optise, who just raised $2.2M to revolutionize B2B website analytics with AI.What You'll Learn:Why most B2B websites focus too much on product features instead of customer valueHow to prioritize marketing efforts by cutting non-essential activities (Ómar went from 17 responsibilities to 7)The shift from traditional lead gen forms to free, high-value content that builds trustWhy Answer Engine Optimization (AEO) is the new SEO for AI-powered searchHow to leverage customer research as the foundation for...
2025-05-29
1h 13