Shows
All The HatsMake 5K Work Like 50KWhat 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...
2026-02-0339 minAll The HatsWhy We Ditched Google AnalyticsGoogle 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...
2026-01-2043 minAll The HatsWhy Product Led Beats Old PlaybooksProduct-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...
2026-01-0658 minAll The HatsThe Real Purpose of a B2B WebsiteBuilding 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...
2025-12-161h 08All The HatsYour Website Is Your Top RepYour 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.
2025-12-0244 minAll The HatsStop Doing This On LinkedIn If You Want RepliesLinkedIn 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...
2025-11-1845 minAll The HatsWhy No One’s Finding Your Content AnymoreSEO 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...
2025-11-0424 minAll The HatsMarketing Campaigns that Shouldn’t Have Worked…But DidMost 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...
2025-10-2137 minAll The HatsWhy Your ICP Might Be WrongIf 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...
2025-10-0753 minAll The HatsWhy No One Gets What You DoIf 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...
2025-09-2351 minAll The HatsHow Small Marketing Teams Do Customer ResearchIf 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...
2025-09-0932 minAll The HatsThe Problem Isn't Your Website DesignThat 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...
2025-08-2641 minAll The HatsA/B Testing Is a Waste of Time in B2BIf 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...
2025-08-1226 minAll The HatsThe Best Tech Stack for Small Marketing TeamsMost 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...
2025-07-2934 minAll The HatsWhat Buyers Actually Need from Your WebsiteIf 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...
2025-07-1552 minAll The HatsThe REAL Job Description of a Marketer on a Small TeamIf 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...
2025-07-0152 min
Funded, Now What?!Why Google Analytics Is Broken and How Optise Is Fixing B2B Marketing with AIIn 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...
2025-06-2555 minAll The HatsWelcome 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.
2025-06-2301 min
The AI Chopping BlockWhy 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...
2025-05-291h 13