AI is changing how SEO works—and fast. In this episode of Agents of Change, Danielle O’Neil sits down with Nick Fraunfelder, CEO of Sure Oak, to unpack how AI tools like ChatGPT, Grok, and Gemini are reshaping how we approach content, search, and organic discovery.They explore why traditional SEO tactics are no longer enough, how organic social is now feeding AI models, and what marketers need to know to stay visible in this next phase of digital marketing.👀 Whether you're a CMO, a social media strategist, or a paid ads expert looking to pivot, this conversation offers clear, actionable advice for competing in an AI-powered search environment.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----00:00 – AI Can’t Write Poetry00:31 – Meet Nick Fraunfelder02:16 – SEO Is Back04:58 – SEO Meets Social08:26 – What AI Wants11:36 – Google vs AI Search15:08 – The Gated Content Debate19:59 – SEO in Regulated Industries21:38 – B2B SEO Advice22:57 – Missed Opportunities in Marketing#b2bmarketing #b2b
How do you use LinkedIn ads to drive real B2B pipeline—especially when the buying journey is long and the ROI pressure is high? In this episode of Agents of Change, Danielle O’Neil speaks with Justin Rowe, Founder and CMO of Impactable, about how to make paid social work across every stage of a complex B2B sales funnel.Justin shares how he went from restaurant operator to agency founder, the insights that shaped Impactable’s growth, and what most marketers still get wrong about paid ads. From ABM strategies and long-cycle retargeting to thought leadership ads and newsletter integration, Justin walks through a comprehensive playbook that connects organic, paid, and owned media in ways that build real trust—not just clicks.-----CONNECT with us at:Website: https://leadtail.com/Leadtail TV: https://www.leadtailtv.com/LinkedIn: https://www.linkedin.com/company/lead...Twitter: https://twitter.com/leadtailFacebook: https://www.facebook.com/Leadtail/Instagram: https://www.instagram.com/leadtail/----0:00 – Funnel Paid Ads into Organic Communities0:27 – Intro: Danielle O’Neil Welcomes Justin Rowe1:32 – Justin’s Nontraditional Path from Restaurants to Marketing4:55 – Structuring Paid Social for Long B2B Sales Cycles6:49 – Using Paid Ads to Build Trust, Not Just Awareness8:19 – Measuring Marketing Success Without Immediate Leads10:17 – Key Indicators and Retargeting for Long Sales Journeys12:47 – ABM and the Role of LinkedIn in a Multichannel Mix15:00 – Matching Content to Platform Intent (LinkedIn, Facebook, Reddit)17:42 – The Resurgence of ABM and What’s Really New20:17 – Thought Leadership Ads and Building Trust at the Right Time22:50 – Practical Ways AI Supports B2B Paid Campaigns27:57 – Connecting Organic Content to Paid Amplification32:30 – Justin’s 90-Day Framework for Paid + Organic Integration35:16 – Wrap-Up and Final Takeaways
What does it take to build a thriving creative agency while prioritizing people? In this episode of Agents of Change, Danielle O’Neil sits down with Mac, co-founder of dash, to discuss the journey from scrappy beginnings to creating a sustainable, people-first culture. Mac shares how a wake-up call in 2021 pushed dash to invest in HR systems, transparent communication, and structured career growth paths. From defining salary bands to implementing tools like 15Five, Mac walks us through the tangible steps that transformed their agency culture. He also opens up about the challenges of change, the importance of trust, and why over 80% of dash’s business comes from relationships. Plus, get a sneak peek into the dash Bash, an inclusive motion design event that’s redefining what it means to build community in the creative industry. Learn more about Dash Bash 2025: www.dashbash.net Show Notes: 0:00 Welcome and intro to Agents of Change 1:15 Mac’s journey from animator to agency owner 6:45 The pivotal moment that transformed Dash’s culture 13:30 Building HR systems for small teams 20:10 Why investing in people drives business success 28:45 Dash Bash: A celebration of creativity and inclusion Whether you’re an agency leader, creative professional, or simply curious about the intersection of business and culture, this episode is packed with actionable insights. Don’t forget to like, comment, and subscribe for more conversations on the future of B2B marketing!
Welcome back to Agents of Change! In this episode, Danielle O'Neill from Leadtail interviews Sean Tyson and Anna Zhao from Quietly. They dive deep into how data and AI are transforming the B2B marketing landscape. Sean and Anna share their insights on the critical role of data in unifying teams and driving efficiency across departments. They discuss the distinction between content operations and marketing operations, highlighting the importance of AI in evaluating and improving these processes. In this episode, you'll learn about: - The role of data in marketing and operations - How AI is revolutionizing content and marketing operations - Practical strategies for implementing new tools and technologies in your team - Insights from top executives at Quietly on the future of B2B marketing -------------------------- Show Notes: 00:00 – Introduction 01:00 – Meet Sean Tyson & Anna Zhao 04:00 – The Importance of Data in Marketing 10:00 – AI in Content and Marketing Operations 18:00 – Implementing New Tools and Technologies 25:00 – Future Trends in B2B Marketing
🚀 Welcome to another episode of Agents of Change, the go-to podcast for future-focused insights in B2B marketing. Join your host, Danielle O'Neil, as she welcomes Tiffany, a seasoned B2B marketing strategist from Power Digital Marketing, to delve deep into the evolving world of sales and marketing integration. 🔗 Don't miss the in-depth discussions on how B2B companies can reduce friction between sales and marketing teams to drive unparalleled growth. Whether you’re a marketing professional, business leader, or sales strategist, this episode offers practical tips and strategic insights that will help you harness the full potential of your team. 🎯 Key Highlights: The Crucial Role of Cold Outreach: Discover why mastering cold outreach can make you the most crucial messaging asset in your company. Sales to Marketing Transition: Tiffany discusses her seamless transition from sales to marketing and how it offers a unique perspective on generating and nurturing leads. Strategic Marketing Alignment: Learn how aligning sales and marketing strategies can significantly enhance deal velocity and revenue. Building a Recognizable Brand: Insights on why establishing a strong brand presence before sales interaction simplifies the sales process and boosts efficiency. Educational Role of Marketers: Explore the importance of educating clients about consistent branding and messaging to set the stage for customer interactions. 👀 Watch, learn, and be inspired to transform your approach to B2B marketing and sales. For more insights and episodes, subscribe to our channel and hit the bell icon to stay updated! ---------- Show Notes: 0:00 - Introduction 1:04 - Tiffany’s Journey from Sales to Marketing 2:13 - The Value of Cold Outreach in B2B 4:30 - Aligning Sales and Marketing Strategies 6:30 - Enhancing Deal Velocity Through Marketing 11:21 - Building and Leveraging a Strong Brand 12:27 - Educating Clients on Consistent Branding and Messaging 18:41 - Conclusion and Final Thoughts
Discover why consistency across platforms is non-negotiable, the art of aligning different departments for a seamless user journey, and the innovative strategies for ensuring a frictionless user experience. Doug Hughmanick and Danielle also explores the fascinating realm of immersive instruction and mixed reality, revealing how these technologies are redefining engagement and education in the digital age. ANML is a studio specializing in digital products, web and brand, that would be awesome. Learn more at https://www.anml.com/ 🎧 Tune in to unearth: - The critical importance of starting with a solid core user experience before branching out. - Effective leadership in overseeing cohesive brand journeys. - Practical strategies for aligning product and marketing visions. - The significance of maintaining voice and branding consistency across all platforms. - Future trends in branding, including immersive instruction and mixed reality. ----------- 0:00 - Introduction 1:07 - Branding from the Inside Out 3:36 - Leadership and Ownership of Brand Journey 5:17 - Aligning Departments for Cohesion 6:32 - Change Our Social Voice 8:06 - Consistency Across Platforms 9:30 - Biggest Branding Mistakes 11:25 - Strategies for Streamlining User Experience 13:08 - Learning from Competitors 15:39 - Looking Beyond Competitors 18:09 - Immersive Instruction and Mixed Reality Insights 21:54 - What Marketer's Need to Take Away 23:57 - Exciting Trends in the Industry
In this episode of Agents of Change, we dive deep into the evolving landscape of content marketing with Casey Nobile, SVP and Head of Content at Skyward. Join us as we explore the concept of connected storytelling and its vital role in ensuring that all content is interlinked, aligning with the core narrative of a brand. Discover strategies for navigating the fragmented content landscape, maintaining quality while scaling quantity, and incorporating brand purpose into content creation. Casey shares valuable insights into emerging trends, including the integration of AI and its impact on personalized distribution. Whether you're a seasoned marketer or a budding content creator, this conversation offers actionable advice for adapting to the ever-evolving world of content marketing.
Are your clients ready to move at the speed of social? On this episode of Agents of Change, Danielle O'Neil is joined by JS Stansel, an award winning Freelance Social Media Strategist, Speaker and Consultant, to discuss how to adapt to changes on social platforms and content, social media marketing strategies and platforms, and how to keep up on social in a rapidly changing world. All of this and more in this episode of Agents of Change. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Coming up in this episode... 00:36 Intros 01:40 How to Manage Client's FOMO on New Platforms 06:30 Adapting to a New Social Media Ecosystem 08:30 Getting Your Clients to Embrace New Types of Content 11:15 Having the Hard Conversations with Your Clients 19:26 When is Less More for Your Clients on Social? 21:30 How to Keep Your Mind Fresh for Social 23:53 What is Jon-Stephen Working on Right Now? 24:38 Wrapping up
In this episode of Agents of Change, Gabriel Gomez joins us to talk about strategies for a Consumer-First B2B World. This world is where companies focus on their customers first, and everything is done to ensure that the customer has the best possible experience. We'll be discussing topics such as B2B and B2C marketing, social media marketing, and how to use consumer-focused technology in your business. By the end of this video, you'll have a better understanding of how to reach your target audience using modern marketing techniques whether you are a B2B or B2C business. ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ 00:00 Introductions 01:57 The Marketing Evolution in B2C and B2B Audiences 03:23 What Audiences B2B Marketers are Missing Out On 05:15 B2B Approaches Marketers Should Be Taking 07:11 Should B2B Marketers Refine Their Strategies 08:40 Keeping People in Mind as B2B Marketers 10:27 Ideas to Bring Into the B2B Landscape from B2C 13:00 Embracing the Fun Side of B2B Marketing 15:22 Getting the Buy In 18:30 What Should B2C Remove From Their Strategy 22:27 Getting a Healthy Channel Mix 24:25 Social Media Not Being the Silver Bullet 25:54 Outro
Join us as we dive into a conversation with Amit Bivas, a seasoned global marketing executive with over 15 years of B2B marketing experience. We explore the concepts of Product-Led Growth (PLG) and Sales-Led Growth (SLG), uncovering the commonalities and differences between these strategies. Discover how PLG harnesses user-centric experiences, while SLG relies on human interaction and traditional business approaches. Gain insights into the evolving buyer's journey and the role of personas in shaping marketing strategies. Tune in for a thought-provoking discussion on the future of B2B marketing. All of this and more on this episode of Agents of Change, brought to you by Leadtail. ______ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ______ Show Notes: 00:00 Introductions 01:58 Product-led Growth vs. Sales-led Growth 04:33 The Nature of PLG vs. SLG 06:39 Marketing's Role in PLG and SLG 09:25 Shifting Buyer Behaviors 13:14 The Content Approach in PLG vs. SLG 15:31 What Drives The Decision to be PLG or SLG? 17:04 How Companies Can Transition to PLG 20:10 How Amit is Navigating his "Time Debt" 26:07 Balancing Life's Elements
Leadership is an essential component to any B2B organization. Join your host Danielle O'Neil as she discusses why leadership is important, how to affect change in your organization through strong leadership, and strategies and tactics B2B marketing leaders can use to face common challenges in their day to day. ______ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ______ Show Notes: 00:00 Intro 01:30 Matt Erickson's Background 04:15 Why Matt Erickson Interviews for Drive and Passion 09:12 How Leaders can Enable Their Team's Success 14:08 How to Handle Failure in Your Org 15:08 How Leaders can Signal Openness 19:31 Retaining Top Talent 25:10 Approaching Team Members That Aren't The Right Fit 33:35 Conclusion and Wrap up
Join us on this episode of our podcast as we dive into the world of B2B marketing and explore the impact of paid ads. Apoorv Sharma, a seasoned B2B marketer, shares his insights and strategies for leveraging first-party data, understanding customer psychology, and optimizing ad flows. Get ready to take your B2B marketing game to the next level! ______ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ______ Show Notes: 00:00 Intro 01:07 Meet Apoorv Sharma 03:59 The 3 Steps of Tapping into the Psychology of Paid Ads 04:03 Tapping into the Psychology of Paid Ads 08:13 Where Should Marketers go to get The Metrics They Need? 10:22 What Are Metrics We Should be Digging Into? 12:17 Optimizing for the "Flow" of Pages, Not Just for the Page 13:03 What Are Marketer's Blindspots When Creating Paid Campaigns? 14:25 Google Ads Messaging Doesn't Need to Be So Complicated 15:58 What Resources Should Marketers Look to When Learning Paid? 17:25 Why B2B Paid Ad Is Difficult to Measure 19:12 How Do You Get Around Marketing Burnout? 21:50 What Projects Are Apoorv Excited About?
Join this insightful session led by a renowned B2B marketing strategist as she shares her innovative approach to persona development and content marketing.
Discover:
✔️How to build persona storylines that capture the attention and curiosity of your target audience
✔️ How to leverage the power of Q&A-style conversations
✔️ How to align your content strategy with the buyer's journey, create momentum, and deliver the right content to the right personas at the right time ______ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/lead... Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ______ Show Notes: 00:00 Intro 02:05 Why Buyer Personas Need to be Separated From Titles 03:41 Does Your Marketing Department Have Too Many Personas? 05:17 "Persona's Are Roles, Not Titles" 06:47 Stop Building Personas That Are Too High Level! 13:29 How Ardath Turns Personas Into a Content Strategy 18:30 How to Tell Stories through Your Content 20:41 The C-Suite Doesn't Care About Your Product Until the Team Does 25:44 How to Rediscover the Zest in Marketing 32:00 Key Takeaways and Wrap Up
Are you a B2B marketing leader seeking inspiration and guidance? Look no further! In this episode of Agents of Change, Danielle O'Neill interviews Katy Boos, CEO of Remix Communications. Discover the latest trends, strategies, and best practices for driving thought leadership and achieving success in the B2B marketing space at events and beyond. Tune in now!
In this interview, we dive deep into the world of B2B marketing with a seasoned digital marketing director. Get ready to uncover the latest trends, strategies, and technologies that are shaping the future of B2B marketing. From harnessing the power of AI and analytics to optimizing SEO and goal-setting, this interview is packed with valuable insights and actionable advice. Whether you're a marketer, entrepreneur, or business owner, this is a must-watch conversation to stay ahead in the ever-evolving world of B2B marketing. ___ Show Notes 00:00 Introductions 01:32 Understanding the Evolving Landscape of B2B Marketing 05:17 The Power of AI and Analytics in B2B Marketing 09:38 Setting Realistic Goals in B2B Marketing Campaigns 15:40 Calculating Marketing Efforts ROI in B2B 17:56 Why Attribution has Become a Hot Button Issue 20:10 Keeping up With Changes in Digital Marketing 23:34 How to Balance Client Needs with Reality in B2B Marketing Agency Work 25:00 The Impact of Long Sales Cycles on Analyzing Marketing Performance 27:18 Understanding the KPIs Your Agency is Being Measured Against 29:05 Sagefrog's New Product 30:54 Wrap up and conclusions
In the fast-paced world of marketing, collaboration and teamwork play a crucial role in creating impactful content and design. In this episode of Agents of Change, Amanda Myers and Sam White from Asen Marketing shared their insights on the importance of collaboration between content creators and designers. They discuss the challenges of switching between B2B and B2C mindsets, the role of consumer psychology, and the benefits of incorporating fresh perspectives. This blog post explores the key takeaways from their conversation and highlights the power of collaboration in content creation and design. ______ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ______ 00:00 Intro 01:01 Introducing Amanda Myers and Sam White 02:20 Navigating Between B2B and B2C Mindsets 03:34 The Importance of Knowing Your Audience 05:24 "Invisible Downtime" in Marketing 06:14 The Advantage of a Fresh Perspective 09:55 How Amanda Myers Stays Creative 11:15 Asen Marketing's Collaborative Process for Content Creation 13:24 Approaching Creative Projects Where Direction is Lacking 15:19 Asen's Tools and Processes for Communication and Project Management 16:43 Surprises and Experiences in Agency Life 17:50 The Difference Between a Partner and a Vendor 18:54 Clarifying the Role of Marketing and Sales 20:23 Trying New Things and Evolving in a Smaller Agency 23:58 Advice for Content Teams and Creatives 26:31 Wrap Up --------- Learn more about Asen Marketing: https://asenmarketing.com/
Mike Maynard approaches marketing different from most agency marketers. Leading with PR as a strategy at Napier, Mike has generated leads for clients, clarified marketing data, and repurposed content for massive results. Mike joined us to talk about separating business and marketing metrics, the pitfalls of over-targetting , and how to multiply the impact of a single piece of content. ____
Learn more about Napier ____ CONNECT with us at: Website: https://leadtail.com/ Leadtail TV: https://www.leadtailtv.com/ LinkedIn: https://www.linkedin.com/company/leadtail/ Twitter: https://twitter.com/leadtail Facebook: https://www.facebook.com/Leadtail/ Instagram: https://www.instagram.com/leadtail/ ____ Timestamps: 00:00 Intro 01:17 What is Napier? 02:01 How does a PR Led Marketing Agency Use Metrics? 04:32 How can you separate marketing metrics from business metrics? 06:04 How does Napier ensure they're aligned with their clients? 09:59 Vanity Metrics vs. Impactful Metrics 11:40 Where is B2B Marketing Headed? 13:42 The Pitfalls of Over-targeting 14:54 How is a PR-led Marketing Agency Different from a Traditional Marketing Agency? 17:28 How Napier is Helping Multiply Client's Content Impact 20:35 Why Napier is Employee-Owned 23:09 Navigating Agency Partnerships
In this episode, CMO Rachel B. Lee shares her expertise on unlocking the secrets to rebranding success. As a business professional, you know that rebranding is one of the keys to success. In this episode, Rachel B. Lee shares her secrets to unlocking the secrets to rebranding success, and shows you how to achieve success with a successful rebranding project. Listen to this episode to learn how to: identify key elements of a successful rebranding project create a brand strategy that aligns with your business goals define the target market for your rebrand plan and execute the rebranding project successfully
Healthcare marketing, especially marketing to the CIO, has changed in the past 10 years. Tom Rice and Erin Erban from the Merritt Group joins your host, Danielle O'Neil, to describe how the trends in marketing that works has shifted, why whitepapers are no longer your most valuable content when reaching the CIO, and a practical guide you can use in your marketing practice to increase penetration to the CIO.
Learn more about marketing to CIOs in Healthcare: https://www.merrittgrp.com/2023-healthtech-marketing-guide/
"ABM isn't a tactic, ABM is the strategy."
Adrianna Shukla, Senior Director of Marketing a DemandScience, joins your host Danielle O'Neil to breakdown the nitty-gritty of where to focus your ABM strategies, how to get data on leads that gives meaningful insights, and why it might be time to brush up on the fundamentals when organizations are looking to cut budgets.
LEARN more about DemandScience: https://demandscience.com/
CONNECT with us at: Website: https://leadtail.com/
Leadtail TV: https://www.leadtailtv.com/
LinkedIn: https://www.linkedin.com/company/leadtail/
Twitter: https://twitter.com/leadtail
Facebook: https://www.facebook.com/Leadtail/
Instagram: https://www.instagram.com/leadtail/
