Future Fuzz - The Digital Marketing Podcast

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 BioStuart 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.TakeawaysThe 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.Chapters00:00 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.LinkedIn⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Stuart Jackson on LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Vince Quinn on LinkedIn

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 BioVidya 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. TakeawaysYou’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 remarksLinkedIn Follow Vidya Drego on LinkedIn (you’ll find her at SmithRx and content on modern PBMs).Company page: SmithRx on LinkedIn.Follow Vince Quinn

In this episode of Future Fuzz, Vince Quinn is joined by Arvindh Lalam, CEO of nCorium, to explore how digital twins are transforming airport experiences. From reducing passenger stress to helping operators optimize service flow, Arvindh shares how real-time data and sensor fusion technology are reshaping physical environments—starting with some of the world’s most complex spaces: airports.Discover how nCorium delivers predictive insights, enhances user journeys, and even guides passengers to the shortest Starbucks line. Whether you're designing large venues or just want to understand how digital twins can improve operational efficiency and customer satisfaction, this episode breaks it down in an engaging, human-centered way.Guest BioArvindh Lalam is the CEO of nCorium, a company pioneering the use of digital twins in airport environments. By blending real-time sensor data from LiDAR, cameras, and other inputs, nCorium creates live digital models of physical spaces, helping airports better manage traffic flows, reduce stress for passengers, and improve SLA compliance.With a background in software engineering and systems thinking, Arvindh leads a team dedicated to mapping real-world movement and enhancing experiences for both travelers and airport operators. Under his leadership, nCorium’s “Travel Companion” app and backend tools are already making waves across major international transit hubs.TakeawaysAirports 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.Chapters00:00 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 EncoreumLinkedInFollow Arvindh on LinkedIn Follow Vince on LinkedIn

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 BioMegan 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.TakeawaysDon’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 MeganLinkedIn⁠⁠⁠⁠Follow Megan on LinkedIn ⁠⁠⁠⁠Follow Vince on LinkedIn Follow Celigo on LinkedIn

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 BioScott 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.TakeawaysMost 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.Chapters00:00 - 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 ReportsLinkedIn⁠Follow Scott on LinkedIn ⁠Follow Vince on LinkedIn

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 BioRich 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.TakeawaysAd 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.Chapters00:00 – 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 remarksLinkedIn– Follow Rich Kahn on LinkedIn – Connect with Anura.io → https://www.anura.io/Follow Vince Quinn

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 BioRachel 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.Chapters00:00 – 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 LinkedIn⁠⁠Follow Rachel Truair here Follow Vince Quinn

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 BioMaria 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.TakeawaysThe 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.Chapters00:00 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 MariaLinkedInFollow Maria Franzoni on LinkedIn Follow Justin Campbell on LinkedIn

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 BioLiz 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.TakeawaysEntrepreneurs 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 300LinkedInFollow Liz McKeon on LinkedIn Follow Justin Campbell on LinkedIn

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 BioTom 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.TakeawaysThe 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.Chapters00:00 Introduction: Tom Telford and Clarity Global’s mission01:30 The “missing middle”, what it is, why it’s overlooked03:30 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 comms20:30 Video content in B2B: pros, cons, quality vs fatigue23:40 Decision‑making in B2B: content before conversations25:15 Avoiding “content puke”: focus on quality, strategy, not just volume25:40 Wrap‑up & closing thoughtsLinkedInFollow Tom Telford Follow Justin Campbell