In this episode of Future Fuzz, Vince Quinn dives into counter positioning with Shawn Malloy, VP of Marketing at Lindus Health, a company challenging the norms of clinical trials. Shawn unpacks what it means to be an "anti-CRO" in a highly regulated, legacy-dominated industry. He shares how Lindus is transforming clinical research by integrating technology, aligning incentives, and cutting out outdated inefficiencies. This conversation is a must-listen for marketers interested in challenger brand strategy, healthcare disruption, or just building something radically better.

Guest Bio

Shawn Malloy is the VP of Marketing at Lindus Health, a company redefining how clinical trials are run by taking on legacy CROs with speed, transparency, and integrated tech. With a background in engineering and late-stage drug development, Shawn brings deep industry experience from his time at large pharmaceutical companies. His unique perspective, having worked both in product development and now on the marketing frontlines, fuels his passion for creating meaningful, customer-centric change in the healthcare space.

Takeaways

• Legacy clinical research organizations (CROs) are ripe for disruption.
• Lindus Health aligns incentives through performance-based pricing.
• Owning the tech stack reduces delays and improves trial outcomes.
• Challenger brands must deeply understand customer pain points.
• Experience on “the other side” boosts credibility and marketing empathy.
• Education is key when reintroducing a new category or anti-position.

Chapters

00:00 – Intro: What is an Anti-CRO?

01:32 – Why CROs are Broken

03:45 – Stagnation in Clinical Trial Methods

05:30 – Counter Positioning: Shaking Up the Industry

07:19 – Educating the Market on New Models

08:25 – Broken Incentives and Overruns

09:40 – Vertical Integration: Lindus’s Full Tech Stack

11:00 – Shawn’s Shift from Engineering to Marketing

13:45 – Empathy Through Firsthand Experience

16:30 – Building a Challenger Brand: Where to Start

18:38 – Connect with Shawn

LinkedIn

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In this episode of FutureFuzz, Vince Quinn and veteran CMO Eric Herzog dive into one of the most under‑rated — yet business‑critical — topics: the alignment (or misalignment) of sales and marketing teams. They unpack the telltale signs teams are out of sync, why that quietly drains budget and opportunity, and how companies, from scrappy startups to established enterprises, can build disciplined but culture‑driven processes to ensure marketing and sales act as one high‑performing “team.”

Guest Bio

Eric Herzog is a multiple‑time award-winning CMO, currently leading marketing at enterprise storage company Infinidat. Over his career, he has held senior marketing leadership roles at major firms such as IBM and EMC, giving him deep experience running global, cross-functional teams. Known for his old-school belief in clear communication and structure, Eric brings a wealth of practical, real-world wisdom for anyone looking to close the gap between marketing and sales.

Takeaways

• Misalignment shows up in obvious, but sometimes overlooked, symptoms: trade shows where the “wrong” people show up; lead‑gen campaigns with no follow‑up; or marketing activities with no resulting revenue.
• Poor ROI isn’t always about a bad strategy, sometimes it’s just bad alignment. Wasted budget is often the result of marketing and sales operating in silos rather than in tandem.
• Fixing it requires both culture and systems. It’s not enough to want alignment, you must build repeatable processes (meetings, newsletters, communication cadences) and embed a shared sense of ownership across teams.
• Frequent communication is key. Eric recommends regular meetings (weekly or bi‑weekly), public readouts from every functional team, and a shared “company‑wide newsletter” that covers updates across marketing, sales, product, and more.
• Transparency and inclusion boost buy-in, engagement and retention. When people across sales and marketing know what others are doing, they feel more connected to the company’s purpose, and are more likely to speak up, contribute insight, or flag risks early.
• Alignment benefits far more than the bottom line. When done well, teams work more efficiently, budgets stretch further, employees feel invested and engaged, attrition drops, and the company becomes cohesive, purposeful, and resilient.

Chapters

00:00 Intro: FutureFuzz & guest Eric Herzog

01:03 Symptoms of bad sales‑marketing alignment

04:49 Cultural vs. systemic causes of misalignment

05:13 First steps toward repair, communication & structure

07:23 Weekly marketing-team meetings: ensuring visibility across functions

09:05 Monthly companywide sales‑marketing newsletters

13:49 Impact on team morale, employee engagement & retention

16:56 The power of shared culture, reference to cross‑department collaboration (like in creative industries)

19:58 Treating business like a team sport: psychological and financial benefits of alignment

21:08 Closing thoughts & how to connect with Eric

LinkedIn

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In this episode, Vince Quinn sits down with Pete Gosling — founder of Gosling Media (also known as Gosling Design Studio) and author of Relentless Impact: Continuous Results in Business and Life — to talk about how AI is reshaping leadership and management in modern workplaces. Pete argues that AI is replacing many entry-level roles, which means leaders now need to know how to manage both people and AI tools. He explores the dangers of “delinquent leadership” — promoting technically-skilled individuals into leadership roles without equipping them with real management and people‑skills — and offers a framework (rooted in constant feedback loops and self‑awareness) for leaders to stay effective in a rapidly evolving business environment.

Guest Bio

Pete Gosling is a seasoned creative professional turned agency founder. With over two decades of experience — from junior designer to creative director and now agency principal — he has guided B2B clients with graphic design and growth marketing through the shifting landscape of technology and market demands. As author of Relentless Impact, Pete writes about maintaining consistency, clarity, and leadership integrity in business and life, especially during times of rapid change driven by AI and digital disruption.

Takeaways

• AI is increasingly replacing junior / entry-level roles — meaning mid‑ and senior-level team members must now manage both people and AI systems.
• Many companies suffer from “delinquent leadership”: technically capable founders or employees become managers despite lacking people-management skills — leading to miscommunication and failure.
• Traditional leadership training (e.g. occasional workshops) is insufficient: leadership needs to be built through day-to-day processes, communication, and consistent feedback, not one-off seminars or personality tests.
• In today’s fast-changing environment, leaders need an adaptive mindset: stay curious, constantly learn, and be ready to lead humans and machines.
• The routine of self-awareness and reflection helps: Pete recommends a simple “STOP” framework — Stop, Take a breath, Observe, Proceed — to manage anxiety, react thoughtfully, and avoid burnout.
• Leaders should build systems for continuous observation of industry and internal changes: track what’s shifting in tech, tools, competitors — then allocate time to reflect and make decisions, rather than reacting to every update.
• Creativity and strategic thinking — qualities that AI can’t fully replicate — are the most lasting value humans bring to businesses. Those who lean into those skills can stay relevant.
• The disruption caused by AI is similar to historical technological shifts (like the rise of the camera or printing press): while some traditional roles vanish, entirely new forms of creative and strategic work emerge — and leaders should orient themselves toward those.

Chapters

00:00 Welcome & intro of Pete Gosling and Gosling Media / Relentless Impact

00:45 How AI is changing the entry-level job landscape and first-level tasks

02:09 The concept of managing people and AI — new leadership reality

03:08 What “delinquent leadership” means and why skill ≠ leadership

05:00 Why traditional leadership training often fails

07:34 The “STOP” framework for handling stress, change and decision fatigue

09:48 How to build feedback loops and observation habits for business and AI changes

12:06 The added complexity of remote work, dispersed teams, and managing digital workflows

14:19 The importance of senior decision‑makers understanding and embracing new tools

17:16 Why human creativity and adaptability remain crucial despite AI advances

20:05 Historical parallels — AI’s disruption as a repeat of past paradigm shifts

22:53 Where to find Pete’s work and book: Gosling Media & Relentless Impact

Where to Follow / Learn More

Agency & services: goslingmedia / Gosling Design Studio (gds.pro)

LinkedIn

Follow ⁠Pete Gosling ⁠Book & resources: relentless-impact.com

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In this episode, Vince Quinn talks with Jesse P. Gilmore — founder of Niche in Control and author of The Agency Owner’s Guide to Freedom — about how agency owners (or solo entrepreneurs) can move from being the bottleneck in their business to building scalable systems. Jesse explains the concept of “single points of failure,” why it’s common among service‑based founders, and walks through a five‑step “Leverage for Growth” framework to help transition from doing all the work yourself to becoming a leader who builds systems, packages value‑priced offers, attracts clients, and empowers a team. He also reflects on how launching his own podcast — Leverage for Growth — helped him refine his methods, attract the right clients, and systemize content creation in a repeatable way.

Guest Bio

Jesse P. Gilmore is the CEO and founder of Niche in Control, a firm dedicated to helping marketing‑agency owners grow and scale their agencies. He authored The Agency Owner’s Guide to Freedom and hosts the podcast Leverage for Growth, where he documents both his personal business transformation and interviews other agency founders to surface proven growth strategies.

Takeaways

• A single point of failure happens when the business depends too heavily on one person — often the founder — making growth unstable and risky if that person is unavailable.
• To scale, you must systemize everything: document processes, delegate work, and make the business operate independently of any one individual.
• The shift from “doer” to “leader” usually happens when monthly revenue reaches roughly $15,000–$20,000 — that’s when it becomes worthwhile to build leverage through systems rather than more hours.
• The “Leverage for Growth” framework’s first step: free up time — track how you spend your time for 7 days, then apply “Eliminate, Automate, Delegate, or Time‑block” to reclaim hours.
• Next, systemize work and document procedures so that tasks can be handed off without disruption.
• Then, build a minimum‑viable, high‑value offer priced based on value, not effort — this helps you move up‑market as clients increasingly value strategy over execution.
• After that, create a client attraction system — combining inbound, outbound, and referral mechanisms — to keep the pipeline flowing.
• Finally, empower your team to own major parts of the business, enabling you to run the firm instead of doing the work.
• Leveraging content (like podcasting) isn’t just marketing — it’s also business validation, market research, and lead generation — and when done with systems, it can run predictably.
• Consistency, authenticity, and leading by example matter: sharing personal stories (like sobriety) can attract clients and collaborators who resonate with your values.

Chapters

00:00 Welcome & Intro to Jesse P. Gilmore

00:50 What is a “Single Point of Failure”?

03:28 How to identify single points of failure in your agency

06:27 Overview: The 5‑step “Leverage for Growth” method & role transition (doer → operator → manager → leader → CEO)

10:26 How the Leverage for Growth podcast and book came about

14:48 How authenticity and values have shaped Jesse’s clients & business philosophy

17:48 How to systemize content production: from 12 hrs to 30 min per episode

20:21 Where to follow Jesse & what’s next (Scalable Agency Accelerator)

LinkedIn & Where to Follow

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You can also check out Niche in Control or learn about the Scalable Agency Accelerator via nicheincontrol.com

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In this episode of Future Fuzz, Vince Quinn dives into the power of experimentation with Evan Dunn, Head of Marketing at Titan X. Evan shares why embracing strategic failure is essential to sharpening your go-to-market approach, and how most companies rely too heavily on assumptions and stale ICPs instead of real-time feedback. The conversation unpacks how founders can adopt a scientific mindset to sales and marketing, the underestimated power of cold calling, and why building tight feedback loops through direct human conversation is more vital than ever in an AI-heavy world. If you're tired of vague vibes and want a structured way to win faster—this episode delivers.

Guest Bio

Evan Dunn is the Head of Marketing at Titan X, a company redefining cold outreach through data-driven phone intent. With a background spanning SEO, paid media, and growth strategy, Evan is known for bringing scientific rigor to go-to-market models. He previously led segmented experimentation at a FinTech unicorn, helping disqualify inefficient segments and dramatically improve SDR performance. A passionate advocate for conversation-first growth, Evan helps companies eliminate guesswork and embrace failure as a catalyst for clarity. He’s also a frequent voice on LinkedIn, championing bold ideas about sales, marketing, and experimentation.

Takeaways

• Experimentation is strategic failure in pursuit of clarity.
• Most ICPs are outdated and lack feedback loops.
• Cold calling yields rapid feedback and accelerates understanding.
• Founders naturally thrive in sales because of tight feedback cycles.
• Segment disqualification is as important as identification.
• Paid media and content should follow, not precede, segment validation.
• Direct human conversations uncover real buyer sentiment.
• Modern GTM needs conversation-first strategies before automation.

Chapters

00:00 Welcome and Intro to Evan Dunn

01:02 What “Go-To-Market Scientist” Really Means

02:05 Why Embracing Failure Leads to Success

03:11 Breaking Down Product-Message-Segment Fit

05:00 Common Flaws in Sales Targeting and ICPs

06:09 The Power of Founder-Led Sales

08:50 How to Build a Go-To-Market Feedback Loop

10:30 Real Case Study: Industry Experiments in FinTech

12:00 The True Cost of Not Experimenting

13:22 Why Most Marketing Playbooks Fail

14:40 Social Media as a Rented Growth Channel

16:00 What Google, LinkedIn, and Twitter Changes Mean for Marketers

17:00 Why Cold Calling Works in 2025

18:58 The Value of Human Conversations

20:01 Certainty, Testing, and the $10K Guarantee

22:00 Morale Boosts From Real Conversations

23:05 How to Learn More About Titan X

LinkedIn

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Evan Dunn on LinkedIn here

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In this episode, Chris Mele, CEO of Software Pricing Partners (SPP), dives into why pricing is often the most overlooked yet critical lever in software businesses. He shares how pricing decisions can carry enormous financial impact (he cites an $8.5 million case), why so many companies delegate pricing and treat it as a “black box”, and how turning pricing into a disciplined, data‑driven process can drive profitable growth, not just acquisition. A must‑listen for SaaS leaders who are ready to move from gut feel to clarity in pricing strategy.

Guest Bio

Chris Mele is CEO of Software Pricing Partners, a firm founded in 1982 that has pioneered pricing strategy specifically for B2B software companies. softwarepricing.com+2Executive Board | Fast Company+2 Before taking his role at SPP, Chris founded and led a SaaS company through cloud transition and has experience at Ernst & Young and in launching the first online banking solutions in the U.S. Forbes Councils+1 At SPP, he helps software companies build pricing as a repeatable, defendable discipline rather than an afterthought.

Takeaways

• Pricing decisions—even small tweaks—can have massive financial consequences. Chris mentions a decision shift equating to $8.5 million in impact.
• Many companies treat pricing as a meeting topic (“let’s change this discount moment”) rather than a process grounded in data.
• Frequently pricing is delegated to mid‑level teams (deal desk, Excel jockeys) rather than owned by the CEO or leadership — that delegating weakens accountability and rigour.
• The absence of clear transaction‑level deal data (net vs list price, discounting patterns, product SKUs) makes it extremely difficult to diagnose pricing leaks.
• The starting point: get clean deal‑data, understand what you sold, at what list price, discounts, net price, term lengths; this produces “low‑hanging fruit” to fix.
• Pricing must be treated like product management: continuously iterated, measured, governed — not just set once and forgotten.
• When done well, pricing becomes a major profit driver and business value creator — many software companies leave enormous value on the table by not treating pricing properly.

Chapters

00:00 Introduction – Vince welcomes Chris Mele of Software Pricing Partners

00:20 Chris gives background on his firm and how he came to pricing

01:01 The moment he realised pricing was the missing piece (deal closed for 1/10th value)

02:24 Why pricing is so hard: small decisions carry big risk

03:54 Typical scenarios where SPP engages (PE investment, new exec team, profitability focus)

05:18 Why many software companies ignore pricing as discipline

07:42 How pricing decisions are made (executive meetings, delegation, lack of tools)

09:25 The “fear” factor—lack of data, complexity, hidden risks

13:05 How to begin when your pricing is a mess: start with transaction‑level data

16:25 The upside: what happens when you get pricing right

19:08 Example: university dev‑license turned into a $300k per year deal

20:43 How to connect with Chris/Software Pricing Partners

LinkedIn

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As Promised :

Software Pricing 3 Business Strategy Pivots for Evaluating your Pricing

Software Pricing - 4 Pivotal GTM Moments for Evaluating Your Pricing

Hashtags

#SoftwarePricing #PricingStrategy #SaaS #Monetization #ValueBasedPricing #Profitability #PricingProcess #PricingOptimization #PricingScience

In this episode, Vince Quinn sits down with Brianna Miller, Director of Demand Generation at Cohere Health, to break down what really makes ABM campaigns effective in long-cycle, high-stakes B2B healthcare. Brianna shares how she segments a tiny, complex market of health insurers, balances deep personalization with scalable strategy, and builds ABM programs that influence pipeline—without annoying decision-makers.

They also dive into Brianna’s public speaking journey, why she believes in teaching what you love, and how being an adjunct professor has sharpened her skills on and off the stage.

Guest Bio

Brianna Miller is the Director of Demand Generation at Cohere Health, a healthcare technology company focused on improving collaboration between payers and providers through AI-powered clinical intelligence. With over a decade of experience in healthcare tech and a specialty in account-based marketing (ABM), Brianna builds highly-targeted multi-channel campaigns that drive real engagement with key stakeholders in complex markets.

She’s also an adjunct professor at the University of Missouri–St. Louis, where she teaches foundational marketing to undergraduates and shares her deep industry insights from the field to the classroom.

Takeaways

• ABM is about precision: segment by tech stack, persona, and sales stage.
• One-to-few ABM balances personalization and efficiency.
• Cohere’s dual-audience model (payers buy, providers use) requires nuanced messaging.
• You don’t need the biggest budget—you need the right intent signals.
• Collaboration with sales is non-negotiable: shared dashboards and insights drive success.
• Public speaking is easier when you share what you love.
• Great content = something your audience can take home and use immediately.

Chapters

00:00 Intro: Meet Brianna Miller from Cohere Health

01:25 What Cohere Does and Its Unique Buyer/User Split

03:03 Brianna’s Multi-Channel ABM Playbook

04:18 Tools, Data Sources, and the "Know One Payer" Rule

06:23 Why Bad Personalization Is Worse Than None

07:10 What Is ABM? Brianna’s Definition

08:21 One-to-One vs. One-to-Few vs. One-to-Many

10:13 How to Execute One-to-Few Campaigns Step-by-Step

12:34 Measuring Account Engagement and Marketing Influence

13:11 Sales Collaboration: Account Picks, Messaging, and Dashboards

14:57 What Pipeline Influence Looks Like in Long Sales Cycles

16:29 From Stage to Classroom: Brianna’s Approach to Teaching

18:39 What Makes a Great Talk? Think Tangible Takeaways

20:25 Being Yourself on Stage = Content That Connects

22:27 Where to Find and Follow Brianna

LinkedIn

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Check out her website: https://beingyourbrand.com

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In this episode, Vince Quinn chats with Wally Pinkard, Vice President of Marketing at the World Trade Center Institute (WTCI) in Baltimore, about how international business really happens — not just via websites but through deep networks, human connections and cultural fluency. Wally breaks down how his team helps local mid‑Atlantic businesses tap global opportunities, why soft skills and relationships matter in trade, and how you build a global outlook without losing local relevance.

Guest Bio

Wally Pinkard is the Vice President of Marketing at the World Trade Center Institute (WTCI), a nonprofit global business network based in Baltimore, Maryland. WTCI works with around 130 corporate members (and many more firms) to support international trade activity in the mid‑Atlantic region through events, fellowships, speaker series and connection‑making. Wally has been with WTCI for over 14 – 15 years, helping build its culture, programs and network.

(Note: Wally also has a fun earlier career note — he created a hip‑hop song that got international distribution.)

Takeaways

• International business isn’t just about exporting goods or sourcing online — it’s about understanding legal, cultural and relational nuances.
• A strong local network + global perspective can give companies an edge: one connection you make today may pay off years later.
• Intentionality beats scale when building networks: smaller, highly connected groups often create deeper value.
• Culture and patience matter: slow, steady growth and purposeful relationship‑building beat rapid but shallow expansion.
• Non‑profit networks like WTCI thrive when members genuinely want to share knowledge (even with “competitors”) — and that spirit enables global good.
• Human conversations still beat generic online research when you’re trying to figure out “what to ask” in new markets.

Chapters

00:00 Introduction to Wally Pinkard & WTCI

02:22 WTCI’s role in international business and the mid‑Atlantic region

04:26 Why soft, human connections matter more than just digital presence

06:14 Learning from others: avoiding costly international mistakes

07:16 The challenge (and advantage) of serving many industries and companies

09:28 Cross‑industry learning: e.g., defence industry learning from apparel industry

10:45 Building relationships intentionally — not just mass invites

12:23 The culture at WTCI that enables collaboration over competition

15:00 The value of incremental progress instead of rapid scaling

17:33 Keeping network intimacy while still driving impact

18:12 Wally’s earlier hip‑hop track “Land of the Gun” and its story

19:47 Where to find WTCI online and how to get involved

20:23 Closing and thanks

LinkedIn

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In this episode, host Vince Quinn welcomes David Morse, CEO of DMo Worldwide, former Chief Revenue Officer of Cambridge Mobile Telematics, and author of The Heart of the Sale, to explore how marketing and sales should connect through the funnel. David explains why effective discovery is the foundation of complex enterprise sales, how marketing can deliver 80% of what sales needs (leaving the personalization to sales), and how “signal‑management” (market, account, person‑level signals) is critical in today’s data‑rich B2B environment. He also drops a surprise: he’s a comedian/rapper releasing an album called “Crowbars” that re‑imagines hip‑hop instrumentals with sales/marketing lyrics. A lively, insightful look at aligning marketing and sales in a modern enterprise world.

Guest Bio

David Morse is the CEO of DMo Worldwide, a company that helps B2B organisations with pipeline development, aligning marketing and sales around discovery and pain‑based personalization. Previously, he was the Chief Revenue Officer at Cambridge Mobile Telematics, where he built global enterprise sales teams. He is the author of The Heart of the Sale, which grew out of his 20‑year career navigating complex, high‑value deals. On top of his business credentials, David is also a comedian and rapper, launching an album titled “Crowbars” with sales‑themed hip‑hop tracks—Demonstrating his unique blend of professional rigor and playful creativity.

Takeaways

• Effective discovery is the engine of enterprise sales: uncovering the real problem, the people behind it, the priorities, the business case, and the process drives higher close rates and more value.
• When marketing and sales collaborate deeply (particularly in Account Based Marketing + Sales setups), marketing should deliver ~80% of the funnel content (messages, tools, research) and sales should handle the final 20% personalization and relationship nuance.
• Marketing can deliver PSP‑POVs (Pain‑based, Specific, Personalized Points of View): messages that centre the customer’s pain not the product; that are specific to their situation; and that are personalized by persona or industry.
• Signal management is a vital discipline: monitor market‑level signals (e.g., regulatory shifts, industry dynamics), account‑level signals (firmographics, technographics, events, engagement) and person‑level signals (job changes, content downloads, social engagement). Use these to inform outreach and pipeline generation.
• The “poison the well” risk: if your outreach shows no understanding of the prospect, you may not only lose the deal—you may damage future referral or reputation chances.
• Injecting personality and creativity into professional domains (e.g., David’s rap project) can differentiate you and create memorable connections.

Chapters

00:00 – Introduction: Vince Quinn welcomes David Morse

00:44 – David introduces The Heart of the Sale and why he wrote it

02:19 – Challenges in enterprise sales: deals evaporating, inadequate discovery

03:26 – How marketing + sales should work together in complex enterprise deals

04:08 – The 80 / 20 rule: marketing delivers majority, sales customise the rest

05:34 – Deep dive into PSP‑POVs: Pain, Specificity, Personalization

07:22 – Importance of knowing the personas & industry context

09:04 – Discovery: what great salespeople do when they walk into a meeting

11:01 – Relating sales discovery to networking & relationship building

13:52 – Buyers are overwhelmed; you can’t afford to “poison the well”

14:17 – Signal management explained: market, account, person signals

18:48 – Surprise: David’s rap/album project “Crowbars”

21:24 – Where to find the book and music; closing remarks

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In this episode, host Vince Quinn welcomes Sam Piliero to explore how advertising strategy must evolve to serve today’s digital‑brands. Sam explains his agency’s focus on one‑to‑$10 million e‑commerce companies, how his three‑step “M3 Method” underpins their media buying and execution, and why spending ad budget on new customer acquisition (rather than over‑servicing existing/engaged audiences) is a critical shift. He also discusses how founder‑led content drives growth, how he built his agency culture to support performance, and how aligning content, strategy and operations pays off for both clients and team.

Guest Bio

Sam Piliero is the Founder and CEO of The Moonlighters, a performance‑marketing agency that specialises in Facebook and Google advertising for e‑commerce brands in the $1 million‑to‑$10 million revenue range. Previously he worked at VaynerMedia (on the e‑commerce team) and at BarkBox (helping scale the business). He built The Moonlighters around a senior‑only team and a growth‑director model, emphasizing profitability, customer acquisition, modular campaign structures, and founder‑driven content.

Takeaways

• Focusing the majority of ad spend on new customer acquisition rather than existing/engaged audiences can unlock growth and avoid diminishing returns from high‑frequency retargeting.
• The “M3 Method” (strategy/structure + “bet the fastest horse” + cost controls/caps) provides a simplified but actionable framework for scaling performance campaigns.
• A modular campaign structure (e.g., separating new customers vs. engaged vs. existing) improves clarity and performance — instead of simply “top‑mid‑bottom funnel.”
• Time‑of‑day and day‑of‑week analysis (“betting on the fastest horse”) remains a highly under‑leveraged lever in ad strategy: shifting spend into high‑conversion days/times can improve ROI without new creative.
• Founder‑led content creates authenticity, builds trust, and serves as a valuable lead‑generation engine when aligned with the business model (not chasing vanity metrics).
• Building a strong agency culture (paying above market, hiring senior people, giving them skin‑in‑the‑game) reduces churn and drives client results.
• Content strategy should prioritise value to the ideal audience, not just the highest view‑counts.
• Many “easy mode” advertising tactics (e.g., broad only audiences, 24/7 uniform spend, ignoring segmentation) still persist — but advanced performance requires going back to fundamentals.

Chapters

00:00 Welcome & Intro

00:17 Background of The Moonlighters

01:14 Explanation of the M3 Method (Strategy Structure / Betting the Fastest Horse / Cost Controls)

02:05 Modular ad account structure: new customers vs engaged vs existing

03:05 Why many businesses overspend on existing/engaged audiences

04:34 Why audiences aren’t focusing enough on new customer acquisition

04:50 Sam’s background: media buying over the past 12+ years, VaynerMedia & BarkBox

06:44 How The Moonlighters built the team & culture (growth directors, senior staff)

08:38 Why culture and team matters for client performance

09:32 Client results: average 41% profit improvement in first 90 days

10:35 Sam’s content journey: YouTube, building an audience, leveraging his agency insight

11:48 Content strategy: focusing on value, not just views

13:30 Deep dive into M2 (“betting the fastest horse”) — day of week/time of day optimisation

15:36 Specific examples of power of shifting ad spend timing

16:12 Discussion of founder‑led content and alignment with business model

17:08 New one‑on‑one coaching program: demand from audience, pilot launch

18:50 Program launch / closing thoughts

19:38 How Sam balances agency leadership + content creation

21:32 Why content is the #1 focus (leads, education, positioning)

22:34 Closing: Where to find Sam & how to work with The Moonlighters

LinkedIn

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In this episode of Future Fuzz, Vince Quinn speaks with Stuart Jackson, Vice Chairman of L.E.K. Consulting, about the intersection of problem-solving and people skills in consulting. Stuart shares insights from his four-decade journey at L.E.K., from joining when it was a 10-person startup to helping it become a global force. He breaks down how L.E.K. identifies critical moments in a business, crafts tailored solutions, and fosters internal trust and collaboration. The episode also dives into L.E.K.'s unique approach to marketing professional services and why in-person connections still matter in the digital age.

Guest Bio

Stuart Jackson is Vice Chairman of L.E.K. Consulting, a global strategy consultancy that helps businesses tackle mission-critical decisions. With over 40 years at the firm, Stuart has held roles spanning from office leader to head of the U.S. and global managing partner. Under his leadership, L.E.K. tripled both revenue and profitability. He is the author of Predictable Winners, a book focused on what it takes for companies to consistently innovate successfully. Stuart is passionate about problem-solving, business diagnostics, and mentoring the next generation of consultants.

Takeaways

• The hardest part of problem-solving is often figuring out the right question to ask.
• L.E.K. helps clients during “critical moments” like stalled growth or declining profitability.
• Deep client relationships and face-to-face interactions still matter—even in a digital world.
• L.E.K. transformed its business development by embedding structured outreach into its marketing operations.
• Trust across global offices enables seamless collaboration and high performance.
• Professional services must balance client delivery with proactive relationship management to avoid feast-or-famine cycles.
• Programs like international staff swaps build institutional knowledge and foster a “one firm” culture.

Chapters

00:00 Intro: Vince Quinn Welcomes Stuart Jackson

00:32 What L.E.K. Consulting Does and Stuart's Career Journey

02:37 Diagnosing Business Problems Like a Doctor

04:51 Growth Case Study: From $10M to $700M in Revenue

06:37 Profitability Case Study: Samsonite’s Global Restructuring

08:07 Why Consulting at L.E.K. Is Like Solving a Puzzle

10:28 How L.E.K. Approaches Marketing in Professional Services

12:50 Building Client Relationships Beyond Projects

14:12 The Power of FaceTime in Client Retention

15:27 A Hunting Trip that Built Deeper Client Trust

17:11 Referrals and Staying Top of Mind

18:21 How Global Collaboration Works at L.E.K.

19:45 The Swap Program and Cross-Office Learning

20:46 Where to Learn More About L.E.K.

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In this episode of Future Fuzz, host Vince Quinn sits down with Vidya Drego (VP of Marketing at SmithRx) to explore how you create a new category in a highly regulated, complex industry. Vidya shares how SmithRx is positioning itself as the alternative to legacy pharmacy benefits managers (PBMs), how she transitioned from big‑company marketing roles to a smaller challenger brand, and how the marketing team is educating the market from scratch—starting with explaining problems people didn’t even know they had. Along the way you’ll learn how content, video, analogies and internal collaboration all drive the category‑creation process.

Guest Bio

Vidya Drego is the Vice President of Marketing at SmithRx, a modern pharmacy benefits manager focused on radical transparency and real cost savings in the PBM market. Prior to SmithRx, Vidya held leadership marketing roles at major tech and SaaS companies including HubSpot, LinkedIn, and Salesforce. Her diverse experience equips her with a deep marketing toolkit, which she now applies in a more entrepreneurial, category‑defining setting. (Vidya holds advanced academic credentials and has a track record of building marketing organizations from scratch.)

At SmithRx, she leads strategy, content, brand development and demand generation to position the company not just as “another PBM” but as the modern alternative.

Takeaways

• You’re not just competin — you’re recasting the conversation. Vidya emphasises that to create a category you must show your audience that the problem they thought they were solving is actually the wrong problem.
• Big‑company experience gives you tools, but smaller challenger brands give you freedom. Vidya shares how she moved from large organisations to SmithRx to “actually apply the toolkit” and run with bigger responsibility.
• Teaching the market matters when the category is novel. SmithRx’s team invests heavily in educational content, blog posts, videos and analogies (e.g., the “$12 milk vs $5 milk” discount analogy) to help people grasp the mis‑framed problem.
• Video and storytelling help simplify complexity. In a nuanced, technical industry like PBMs, visual and narrative tools help clarify the value proposition and cut through jargon.
• Metrics beyond clicks count. In their context, success isn’t just about big audience numbers—but about trust, thought‑leadership, and influencing decision‑makers in the market.
• Internal voices amplify external credibility. SmithRx intentionally involves team members from operations, contracting, pharmacy network etc to contribute their voices and drive authenticity in content.

Chapters

00:00 – Intro and setting the scene

00:57 – What is SmithRx and the PBM business explained

02:32 – Vidya’s background: from HubSpot/LinkedIn to SmithRx

04:49 – Why she chose a smaller company and the gap she saw to fill

07:12 – The market problem: how legacy PBMs aren’t delivering as advertised

09:58 – How to start educating the market when they don’t know the problem

12:35 – Content strategy: blogs, newsletters, videos, internal voices

14:52 – The “milk price” analogy: reframing discount vs actual cost

17:19 – Video as a tool: PBM 101 series and brand style

19:44 – The role of short video, webinars and multi‑format storytelling

20:47 – Experimentation and aligning tactics to business model

22:10 – Where to follow SmithRx and Vidya on LinkedIn

22:35 – Closing remarks

LinkedIn

Follow Vidya Drego on LinkedIn (you’ll find her at SmithRx and content on modern PBMs).

Company page: SmithRx on LinkedIn.

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• Airports are massive dynamic spaces—digital twins offer operators and passengers a new level of visibility.
• Real-time data allows proactive adjustments to avoid congestion and delays.
• Sensor fusion (cameras, LiDAR, etc.) powers detailed maps of people and vehicle movement.
• Wait-time estimates aren’t just about line length—they’re about processing efficiency.
• nCorium’s Travel Companion app acts like Google Maps for your airport journey.
• Staff efficiency, user routing, and spatial planning all improve with historical and real-time insights.
• Better facility flow = less travel stress + improved airport reputation.

Chapters

00:00 Intro to Arvindh Lalam & nCorium

01:30 What nCorium Does for Airports & Passengers

03:00 The Power of Sensor Fusion in Complex Spaces

06:00 Case Study: Picking the Best Starbucks in the Terminal

08:00 Rerouting Crowds and Preventing Congestion

09:30 “Shortest Line” Isn’t Always the Fastest

11:00 The Travel Companion App: Google Maps for Airports

13:40 Measuring Staff Efficiency & Improving Service Counters

16:00 Real-Time vs. 6-Month Flow Reports

19:30 Metrics that Truly Matter: Wait Times, Missed Flights

22:00 Enhancing Reputation Through Better Physical Experiences

24:30 Vision: A Digital Twin of the Entire Airport

25:40 How to Connect with Arvindh and Encoreum

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In this episode of Future Fuzz, host Vince Quinn sits down with Megan McDonagh, Director of Revenue Marketing at Celigo, to unpack how virtual touchpoints, like webinars, newsletters, and gated content, can drive serious revenue when used right. Megan shares Celigo’s unique approach to planning and scaling content, how they repurpose webinars into multi-channel assets, and why it’s essential to understand the full customer journey rather than just the final click. Packed with real-life tactics, tech stack insights, and content strategy gold, this conversation is a must-listen for digital marketers aiming to do more with less.

Guest Bio

Megan McDonagh is the Director of Revenue Marketing at Celigo, an Integration Platform as a Service (iPaaS) company that helps businesses automate and connect their cloud applications. With deep expertise in campaign strategy, data-driven content planning, and revenue-focused marketing, Megan leads Celigo’s efforts to transform digital engagement into pipeline. She’s especially passionate about building repeatable frameworks for scaling content, leveraging tools like Goldcast, CalibreMind, and HubSpot, to drive better outcomes across the funnel.

Takeaways

• Don’t treat webinars as one-off events, design them to be repurposed across formats and channels.
• Your best content should live across email, social, blogs, and more, because different audiences consume in different ways.
• Use tools like CalibreMind to understand multi-touch attribution and buyer journeys, not just last-click conversions.
• Content that doesn’t perform organically won’t perform when repurposed. Test before you scale.
• “Collaboration with control” between IT and marketing creates autonomy without sacrificing governance.
• A well-designed series page with multi-registration boosts webinar sign-ups and reduces email fatigue.

Chapters

00:00 Intro , Vince gets warmed up

00:28 Welcome Megan McDonagh from Celigo

01:10 What is Celigo and what is iPaaS?

02:01 The beauty of automation and integration

03:15 HubSpot + Salesforce: A common integration headache

03:29 The luxury, and challenge, of a tool-rich marketing team

04:36 Managing tech overwhelm and staying focused

05:05 Webinars: Where Celigo’s content strategy starts

05:36 Campaign planning across B2B, B2C, and NetSuite

06:10 Why Goldcast is Megan’s favorite platform

07:30 Building AI agent webinars into a live content series

08:32 The hidden cost of poor webinar UX

10:07 Goldcast content pages as resource hubs

11:08 Don’t judge content by downloads alone

12:00 Show up everywhere: gated, ungated, AI platforms, social

13:04 Weekly “Program Pulse” meetings to guide planning

13:44 Why multi-touch attribution matters more than ever

15:11 Understanding buyer journeys across multiple platforms

16:11 Stay top of mind through smart repurposing

17:36 Use only content that works organically

18:00 Test, iterate, and get honest feedback

19:46 Newsletter spotlight: “Integration Bits” on LinkedIn

21:00 Builders Hub: Quick-hit content for technical audiences

22:41 Wrap-up and where to connect with Megan

LinkedIn

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In this episode of Future Fuzz, we dive deep into marketing attribution with Scott Desgrosseilliers, Founder and CEO of Wicked Reports. With over a decade of experience and billions in ad spend analyzed, Scott reveals how most marketers are relying on broken data, and what to do about it. He introduces the Five Forces Framework, explains why ad platforms over-credit themselves, and breaks down his practical “Scale, Chill, or Kill” methodology to guide data-driven decisions that fuel real growth.

If you’ve ever felt uncertain about which channels are actually driving your ROI, this episode is a must-listen.

Guest Bio

Scott Desgrosseilliers is the Founder and CEO of Wicked Reports, a leading first-party marketing attribution platform built for high-growth e-commerce brands. With more than 10 years in the attribution space, Scott has helped marketers track real customer journeys across platforms and channels, enabling smarter decisions and stronger returns. He’s known for making complex data actionable through frameworks like Scale, Chill, Kill and the Five Forces of Attribution. Scott is also a frequent speaker and advocate for measuring what matters, new customer growth.

Takeaways

• Most ad platforms over-inflate their contributions, especially at the bottom of the funnel.
• “Scale, Chill, Kill” helps marketers make fast, confident budget decisions.
• The Five Forces framework aligns strategy, intention, measurement, and optimization.
• Attribution is about people, not just clicks, track real customer journeys with first-party data.
• You can't improve what you can't measure accurately.
• Don’t just trust ROAS dashboards, verify with neutral, consistent data.
• AI is helpful, but attribution still requires human intelligence and context.
• New customer acquisition must be measured differently than repeat sales.

Chapters

00:00 - Intro: Why Attribution Matters

01:46 - What Wicked Reports Actually Does

02:30 - The Problems with Ad Platform Reporting

03:15 - Measuring, Signaling, and Acting on Data

04:10 - “Scale, Chill, Kill” Simplified

05:30 - Attribution vs. Strategy: Why Most Marketers Miss It

07:00 - How Bad Attribution Hurts Real Growth

08:00 - The Patriots vs. Eagles Scoreboard Analogy

09:40 - The Five Forces Framework Overview

11:00 - Why Intention Must Come Before Measurement

12:30 - Setting Expectations with “Zones”

14:00 - Why the Chill Zone Saves Time and Sanity

15:20 - Pride vs. Results: Knowing When to Kill a Campaign

16:00 - From Outcome to Optimization

17:30 - Fishing in the Right Ad Sets

18:30 - Dealing with Platform Changes and AI Shifts

20:00 - First-Party Data is Your Lifeline

21:45 - Building Content and Long-Term Attribution Assets

23:00 - Where to Find Scott and Wicked Reports

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In this episode of Future Fuzz, host Vince Quinn sits down with Rich Kahn, CEO and Co‑Founder of Anura.io — a leading ad‑fraud detection platform. Rich walks us through how ad fraud works (bots, malware, human fraud farms), the sheer scale of the problem (up to ~22% of digital ad spend is fraud), how marketing teams should recognise when they’re under attack, and practical steps to protect campaigns and restore clean data. A crucial listen for any marketer buying digital media who needs to get ahead of invisible waste.

Guest Bio

Rich Kahn is the CEO and Co‑Founder of Anura.io, a specialist ad‑fraud detection solution that emerged from his earlier experience running an ad‑network. After observing the damage fraud was doing in‑house, he built an anti‑fraud platform and spun it out in 2017. eMarketing Association+2ForthRight People+2

Rich boasts nearly three decades in digital advertising and tech, and his mission is to ensure marketers aren’t paying for traffic that isn’t real.

Takeaways

• Ad fraud isn’t niche, across digital marketing, the average loss is ~20‑25% of ad spend (i.e., more than 1 in every 5 dollars) reclaimed by fraudsters. (Rich cites ~$140B stolen from ~$700B spent).
• Fraud takes many forms: bot‑clicking ads, malware on devices chewing data & battery, human fraud farms clicking/ad farming, competitor attacks (clicking your ads to exhaust budget)
• Blocking IP addresses alone no longer works: fraud networks exploit residential proxy networks, large pools of IPs refreshed constantly.
• Channel matters for exposure: search ads ~10‑15% fraud, social ~8‑10%, native/affiliate ~20‑30%, programmatic can hit ~50%.
• If you’re doing paid digital marketing, you have fraud (it’s not optional) , what matters is how much and what you do about it.
• The upside: reducing fraud cleans up your data, improves ROI, clears wasted spend, and gives you more confidence in campaign performance.
• For marketers working on tighter budgets (esp. bootstrapped companies), content marketing and appearing on podcasts (like this one!) are effective channels because you’re reaching new audiences rather than just retargeting the same crowd.

Chapters

00:00 – Welcome & Intro to Rich Kahn

00:21 – What is ad fraud and what does Anura do

01:21 – Who are the fraudsters and how do they operate

02:33 – Case example: malware on phones drawing data & battery

03:35 – Competitor fraud: clicking rivals’ ads to drive them off budget

06:44 – Why IP‑blocking is outdated — discussion of proxy networks

11:00 – How to figure out how much fraud you have (free scans, analytics)

13:06 – From ad‑network to anti‑fraud spin‑out (Rich’s origin story)

18:08 – Safest traffic: organic/earned, but still has some fraud

19:42 – The ROI of cleaning your ad‑traffic: how big the gains can be

21:54 – Fraud rates by channel (search, social, affiliate, programmatic)

24:08 – Why Rich uses podcasting & content marketing for growth

26:06 – How to follow Rich and Anura for more resources

26:35 – Closing remarks

LinkedIn

– Follow Rich Kahn on LinkedIn

– Connect with Anura.io → https://www.anura.io/

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In this episode of Future Fuzz, host Vince Quinn welcomes Rachel Truair, CMO at Simpro, a leading field service management software company with over $200M in ARR. With 15+ years of marketing experience from startups to Fortune 100s, Rachel shares how Simpro is transforming the trades, like HVAC, plumbing, and electrical industries, into efficient, tech-enabled businesses. She discusses the impact of AI across operations and marketing, from AI-powered work notes and email agents to chatbots, and dives into Simpro’s flagship live event, Simproseum. Whether optimizing go-to-market strategies, creating a partner ecosystem, or delivering intentional content, Rachel emphasizes how efficiency, customer-centricity, and sustainable growth are reshaping modern marketing.

Guest Bio

Rachel Truair, Chief Marketing Officer at Simpro. She brings over 15 years of experience steering revenue and growth for a range of organizations, from nimble startups to Fortune 100 firms. At Simpro, she oversees global GTM strategy, leading efforts that drive approximately 90% of the company’s annual revenue.

Takeaways

-AI as a multiplier, not a replacement: Simpro uses AI-powered work notes to reduce manual data entry.

-AI email agents outperform expectations: A pilot “AI BDR” named “Daniela” qualified two opportunities within two weeks and closed one in 30 days. -This initiative contributed to an estimated $1.8M ARR uplift since June.

-AI chat enhances availability: Their AI chat function lifted meetings booked by 320%, giving teams flexibility and better customer experiences.

-Human + AI = elevated roles: AI freed up BDR time, enabling full-cycle sales careers and deeper account work. Rachel shared a story of a BDR turned AI course creator, AI powered his career leap.

-Intentional events and ecosystems: Simpro’s Simproseum (London in October, Sydney in November) unites customers, partners, and industry experts, highlighting AI, change management, labor challenges, and featuring IDC’s Ali Pinder.

-Customer‑centric content fuels sustainable growth: Simpro’s marketing thrives on deep customer listening, strategic content creation, and doing fewer things, but doing them better and iterating based on feedback.

Chapters

00:00 – Introduction to Future Fuzz & Guest

01:14 – What is Simpro: platform for trades

03:12 – AI in Simpro: work notes & email agents

05:12 – Revenue impact from AI email rollout

06:00 – AI chat & meeting uplift

10:03 – AI creating new BDR career paths

11:12 – Custom GPTs & personal productivity

12:30 – Simproseum: live event overview

14:35 – Symposium themes & featured speaker

16:01 – Building the ecosystem & Marketplace

17:53 – How to determine event content needs

20:25 – Intentional sustainable content strategy

23:16 – Episode wrap-up

LinkedIn

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In this episode of Future Fuzz, Justin speaks with Maria Franzoni, a renowned international speaker bureau owner and agent with over 23 years of experience. They dive into her new book The Bookability Formula, breaking down the essential traits and strategies that separate the top 1% of bookable speakers from the rest. From relevance and memorability to ego management and storytelling, Maria shares the science, and math, behind building a thriving speaking career.

Guest Bio

Maria Franzoni is a leading authority in the speaking industry, with a distinguished career spanning more than two decades as an international speaker bureau owner and agent. She has worked with some of the world's most iconic and in-demand speakers, helping them navigate and grow in the competitive world of professional speaking. Maria is also the founder of Speaking Business Academy and author of The Bookability Formula, a practical guide designed to help speakers of all levels understand what makes them bookable, and stay booked.

Takeaways

• The top 1% of speakers deliver 80% of bookings and over 50% of revenue.
• Bookability = Relevance + Known + Memorable + Easy, all multiplied by Value, divided by (e)Ego.
• Relevance means solving a pressing, timely problem for a paying audience.
• Specialists get booked, generalists don’t.
• You don’t have to be famous to be highly bookable.
• Memorable speakers lean into their authentic personality and master storytelling.
• Value is measured not just in impact but in return on time for the audience.
• Ego can kill your bookings, be easy to work with and easy to find.

Chapters

00:00 Welcome and Guest Introduction

01:38 The Origin of The Bookability Formula

02:49 R – Relevance to a Paying Market

05:03 K – Known for One Thing

07:36 M – Memorable to Bookers and Audiences

10:26 Introverts vs Extroverts in Speaking

13:23 The Art and Science of Storytelling

16:00 E – Easy to Find, Work With, and Book

19:45 V – The Value You Bring

20:39 The Danger of Ego in Speaking

22:48 Bad Behavior Story from the Speaking Circuit

23:12 Where to Find the Book and More from Maria

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In this episode of Future Fuzz, Justin speaks with Liz McKeon, renowned salon business expert, bestselling author, and award-winning speaker, about building high-performance service businesses with empowered teams, robust cash flow, and work-life balance. Liz shares her journey from beauty professional to business turnaround expert, why emotional connections are central to customer retention, and how her latest venture, Aura 300, is leveraging AI to revolutionize the professional services industry. This conversation is packed with transformative insights for entrepreneurs aiming to scale sustainably while keeping their sanity.

Guest Bio

Liz McKeon is a globally recognized salon business expert, author of the bestseller 30 Days to Beauty Business Success, and a highly sought-after international speaker. With a career spanning health clubs, spas, skincare centers, and distribution companies, Liz has helped thousands of entrepreneurs grow businesses that are profitable, scalable, and built on strong team dynamics. She now runs a thriving coaching and training consultancy, specializing in turning around struggling service businesses. Her latest innovation, Aura 300, brings AI to the beauty and wellness industries with virtual agents that boost sales, fill scheduling gaps, and generate qualified leads.

Takeaways

• Entrepreneurs often lose sight of why they started; Liz helps them reconnect with their purpose.
• Emotional connection, not just product or service, drives client retention.
• Trust and relationship-building are foundational to impactful consulting.
• Staff motivation and owner mindset are more critical than spreadsheets.
• AI can fill operational gaps without replacing human staff.
• Adaptability is key: Post-COVID, leadership demands new emotional skill sets.
• Freelancing and four-day workweeks are redefining staffing norms.
• AI tools like Aura 300 can handle sales, rebooking, and lead gen automatically.

Chapters

00:00 – Introduction to Liz McKeon

01:02 – From Business School to Beauty Industry

02:47 – Launching Multiple Ventures & Finding Her Calling

03:43 – Liz’s Business Turnaround Philosophy

05:16 – Where Liz Starts with Struggling Businesses

06:44 – Working Beyond the Beauty Industry

07:47 – Retention Challenges in B2C & Liz’s Advice

10:35 – The Power of Emotional Touchpoints in Customer Retention

12:10 – Introducing Aura 300: Emma, Yuki & Nami

15:22 – Filling White Space & Upselling with AI

17:58 – Resistance to Change & How AI Bypasses It

19:35 – AI Adoption & Post-COVID Market Shifts

22:03 – How Liz Predicted a Global Business Reset

24:24 – Liz’s #1 Advice for Business Leaders Today

25:31 – New Skills Leaders Need to Thrive

26:47 – Where to Find Liz & Aura 300

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In this episode of Future Fuzz, host Justin Campbell talks with Tom Telford, Chief Digital Officer at Clarity Global, about bridging the often-neglected gap between reputation-building and performance marketing — what Tom calls “the missing middle.” They dig into how integrating communications, content, public affairs, and SEO leads to more unified brand storytelling, better audience engagement, and overall stronger outcomes for both brand & bottom line. The conversation also explores the evolving role of SEO (including generative engine optimization, or “GEO”), video content in B2B, and how to cut through “content puke” by focusing on high‑quality, purpose‑driven work.

Guest Bio

Tom Telford is the Chief Digital Officer at Clarity Global, a digital marketing communications agency that works across reputation, growth, performance, and public affairs. He leads efforts that bring together content, comms, performance, and reputation strategy to help brands grow and be seen, balancing the top, mid, and bottom of funnel. Tom has deep upstream experience (reputation, digital, communications) as well as downstream (performance, lead generation) and emphasizes integrated, audience‑centric work.

Takeaways

• The Missing Middle Is Critical: Many companies are strong on reputation (brand, storytelling) and performance (lead generation), but neglect the mid‑funnel, engagement, content, social, programmatic, that connects them.
• The “Red Thread” Must Be Consistent: Strategy, messaging, and objectives need to flow seamlessly across teams, reputation/comms, performance, content. Misalignment in the middle leads to mixed messages and lost opportunity.
• SEO Isn’t “Dead”, It’s Evolving: SEO remains essential. What’s changing is how we optimize. With the rise of generative models (GEO), brands need to think about prompts, authority, topical coverage, and alignment of your content and comms with search behavior and AI indexing.
• SEO as Framework vs Channel: Rather than treating SEO as a siloed channel, it should be integral to all content, comms, and strategy. SEO‑informed content (and measurement) can power brand awareness, thought leadership, domain authority, and performance.
• Generative Engine Optimization (GEO): GEO is about optimizing for AI‑led search and content discovery: ensuring your content is visible, authoritative, and appropriately indexed in LLMs and AI overviews. It’s part of modern SEO strategy.
• Video in B2B Is Strong, but Must Be High Quality: Video generates more engagement, higher time on site, but it's also easier to rest on mediocre video. The risk is fatigue: many videos are low effort. Good video content still stands out, especially when it’s aligned with audience needs and creative execution.
• Content Volume vs Specificity vs Strategy: Brands want more content, more personalized content for different decision‑makers, but that creates operational burdens. Content strategy is essential to avoid “content puke”, overload of low value content vs focused, well‑executed material.

Chapters

00:00 Introduction: Tom Telford and Clarity Global’s mission

01:30 The “missing middle”, what it is, why it’s overlooked

03:30 Importance of internal alignment & shared objectives (“red thread”)

07:00 SEO’s role & whether “SEO is dead”

09:30 Introducing GEO (Generative Engine Optimization)

16:50 SEO is more than a channel, it’s a framework integrated across content and comms

20:30 Video content in B2B: pros, cons, quality vs fatigue

23:40 Decision‑making in B2B: content before conversations

25:15 Avoiding “content puke”: focus on quality, strategy, not just volume

25:40 Wrap‑up & closing thoughts

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