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 search evolves. From Reddit strategies to FAQ updates and backlinks that still matter, this conversation is full of practical advice for anyone trying to stay ahead.
In this episode:

• What SEO, AEO, and GEO actually mean and why they matter
• How AI tools are changing buyer search behavior
• Why backlinks, Reddit, and FAQs might be your best assets
• How small teams can compete with big brands in AI-driven search

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 worth trying, what is not, and how to stretch a small budget without wasting it.
Creative beats expensive every time, and sometimes the scrappiest campaigns bring the biggest results.
In this episode:

• Why the “2015 playbook” for B2B campaigns no longer works
• Campaigns that flopped vs. campaigns that unexpectedly performed
• How influencer marketing and thought leadership are reshaping B2B demand gen
• Why knowing your audience matters more than your ad spend

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 From outdated CMSes and dev bottlenecks to messaging that just doesn’t land, they explore why conversions are flat and why your new hex codes won’t save you.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 small teams can take back control. Because if you’re not fixing the strategy, you’re just rearranging pixels.

In this episode:

• Why most redesigns are solving the wrong problem
• The real reasons your website isn’t converting
• What marketers need to control to make progress
• How to improve your site without starting from scratch

TIME CODES

• 00:00 - Introduction: Why Everyone Has an Opinion on the Website
• 00:13 - The Dream of Product-Led Growth in B2B
• 00:25 - Backend Developers: Unexpected Website Gatekeepers
• 00:49 - Meet the Hosts: Omar, Alicia, and Dino
• 01:05 - Coffee Chat: Marketers and Caffeine Habits
• 01:56 - Episode Topic: Do You Really Need a Website Refresh?
• 02:34 - B2B Websites: The #1 Sales Channel
• 03:17 - Website as the Hub: Messaging, Brand, SEO & More
• 03:33 - Case Study: Brand and Website Refresh Triggers
• 04:21 - Common Misconceptions: Is Color Causing Low Sales?
• 05:13 - How Most Companies Approach Website Projects
• 05:44 - The Problem with Developer-Owned Websites
• 06:36 - Ignoring SEO Value in Site Overhauls
• 06:57 - Why Continuous Optimization Beats Total Redesigns
• 08:00 - Legacy Systems: Can You Refresh Without Rebuilding?
• 08:50 - Why Marketing Teams Need Website Ownership
• 09:44 - Brand Refresh vs. Website Redesign: What Matters Most?
• 11:14 - Why Website Changes Should Be Based on Analytics
• 12:30 - Your Website: The Ultimate 24/7 Salesperson
• 13:24 - What Should You Update First? Analytics Over Aesthetics
• 14:45 - Website User Experience: Common Mistakes to Avoid
• 15:17 - Maintaining Your Website as the Face of Your Business
• 16:44 - Unlocking Control: Choosing the Right CMS for Marketers
• 18:11 - Pros and Cons: Framer, Prismic, Squarespace, and More
• 19:03 - Should Marketing Be Measured on Leads or Revenue?
• 20:22 - The Sales and Marketing Handoff: Collaboration & Challenges
• 22:02 - Product-Led Growth: Eliminating Traditional Sales Channels
• 22:42 - Heroes or Headaches: B2B Website Audits Segment
• 23:19 - Barnum Financial Group: Messaging and Design Critique
• 25:53 - Staples: Business Supply Website Breakdown
• 27:04 - New SEO Trends: AEO and Website Optimization
• 28:08 - Recruit CRM: Chat About Cookie Bars and B2B Design
• 30:27 - India Mart: The B2B Website That’s a Nightmare?
• 32:35 - Stripe: The Gold Standard for SaaS and B2B Websites
• 35:07 - Website Budget: How Much Do Top Sites Really Cost?
• 37:45 - Pro Tip: Analyze Any Website’s Tech Stack with Wappalyzer
• 38:59 - What Marketers Should Do Instead of a Website Refresh
• 40:21 - First Steps for New Marketers: Gaining Website Control
• 41:00 - Next Episode Preview & Sign-Off

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 limited time.In this episode:

• Why most B2B A/B tests are doomed from the start
• The minimum data you actually need for statistical significance
• What to do instead when you're testing messaging, landing pages, or campaigns
• How to talk about this with stakeholders who are obsessed with “running a test”

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 actually needs in its stack
• How to fix a 12-tool setup in one week
• Signs you’re overbuilt and what to do about it
• Why tool choice is really a workflow decision

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 episode delivers expert guidance and a candid look at what’s holding most B2B sites back—and a reminder that saying less (with clarity) will always get you further than trying to say it all.

In this episode:

• Why most marketers are building websites for their CEO (not their customer)
• The simple messaging mistake that’s killing your conversions
• What to learn from Basecamp vs Asana’s radically different homepages
• A practical method to uncover your true positioning voice

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 the right things.

In this episode:

• The hidden cost of wearing too many hats
• What to do when your job description expands beyond recognition
• How to figure out what’s actually moving the needle (and what to let go of)

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.