Future Fuzz - The Digital Marketing Podcast

Book a call with Justin on how to get into⁠⁠⁠⁠⁠ business video podcasting ⁠In this episode, Andy Crestodina, CMO and Co-Founder of Orbit Media, unpacks the smartest ways B2B marketers can leverage AI today—without falling for the hype. He introduces the concept of AI-powered gap analysis, a high-impact, underutilized tactic for improving website conversions by identifying what your pages are missing through the eyes of your audience. Andy also explores the rise of “non-human visitors”—AI agents that browse websites like humans—and what that means for SEO, conversion strategy, and digital PR. With his signature clarity and practical insights, Andy makes a compelling case for why marketers must adapt now to stay relevant in the age of AI.Guest BioAndy Crestodina is the Co-Founder and Chief Marketing Officer at Orbit Media, an award-winning digital agency specializing in SEO, content strategy, and visitor psychology.With over 20 years of experience, Andy has helped more than 1,000 businesses grow their visibility and generate leads through smarter digital strategy. He’s the author of Content Chemistry (now in its 7th edition) and has published more than 600 articles on content marketing, analytics, and AI.A sought-after speaker, Andy delivers up to 100 talks each year at major conferences like Content Marketing World and MozCon. He also teaches at Northwestern University and Harbour.Space University.Beyond marketing, Andy is deeply committed to giving back. He co-founded Chicago Cause, a philanthropic initiative that has donated over $700,000 in digital services to nonprofits, and he’s a certified Treekeeper with Openlands.TakeawaysAI-powered gap analysis is one of the most valuable and underutilized tools in B2B marketing today.Visual hierarchy matters—screenshots often outperform text or links when prompting AI for page feedback.Marketers must now optimize websites for AI agents, not just human users.A new layer of SEO and digital PR is emerging: training the bots to recommend your brand.Human connection, storytelling, and opinion will become the ultimate differentiators in a world of generic AI content.AI tools can still make factual and contextual mistakes—validation remains critical.Chapters00:00 Introduction to Andy Crestodina & Orbit Media01:15 Reflecting on changes in marketing over 2 years02:25 AI-powered gap analysis and why it's a game changer05:40 How to feed pages to AI for better analysis07:16 Visual hierarchy, screenshots, and conversion copy08:34 Limitations of AI when analyzing user experience09:26 Preparing your site for non-human AI visitors11:13 Agentic AI: bots evaluating your site like humans13:02 Making your site agent-friendly for future automation16:00 AI's impact on the software and startup ecosystem18:30 The risks of inaccurate AI bios and brand representation20:30 How to get AI to recommend your company22:29 Why podcasts and digital PR are now SEO tools23:45 What AI can't do: story, opinion, emotion, and connection25:37 Little Life Moments vs Large Language Models26:52 Closing thoughts on marketing in the age of AILinkedIn⁠⁠⁠⁠⁠Follow Andy on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

Check out Dreamdata.io for your free trial!In this episode, Steffen Hedebrandt, CMO and co-founder of Dreamdata, discusses how B2B companies can solve the complex challenge of marketing attribution. He explains how Dreamdata connects siloed data to reveal which campaigns actually drive revenue, offering marketers a clear picture of long, multi-touch customer journeys. Steffen also shares insights on audience targeting, real-time buying signals, and how AI is being integrated meaningfully into the platform.Guest BioSteffen Hedebrandt is the Chief Marketing Officer at Dreamdata, a leading Revenue Attribution Platform that enables B2B marketing teams to optimize and automate their marketing efforts with confidence.A seasoned marketing leader known for his no-nonsense, results-oriented approach, Steffen has a proven track record of scaling companies and building high-performing teams at Upwork and Airtame. With hands-on experience in tackling the challenges of rapid growth, he understands what it takes to drive success in today’s fast-paced marketing environment.TakeawaysB2B marketing requires a different approach than B2C.Understanding customer journeys is crucial for effective marketing.Data silos can complicate the analysis of customer journeys.AI can enhance marketing efforts but should not be a gimmick.Attribution is key to understanding campaign effectiveness.Marketers should focus on the buying committee in B2B sales.Optimizing ad spend based on actual sales data is essential.Dream Data provides tools for tracking and analyzing customer journeys.Success stories highlight the effectiveness of data-driven marketing.Proactive marketing is necessary to support sales teams.Chapters00:00 Introduction to Steffen Hedebrandt & Dreamdata01:03 The origins of Dreamdata and solving B2B attribution02:44 Founding team dynamics and early challenges04:07 Complexities of B2B journeys vs B2C05:01 Key problems Dreamdata solves for B2B marketers06:55 Importance of ICP and tech integrations08:18 Common CRM systems used and data quality challenges09:33 Solving wasted budget and campaign ROI10:31 Account-based timelines and stakeholder insights11:20 Campaign-level ROI visibility and optimization12:38 Deal size variation and applicability across companies13:31 Real-time signals and proactive sales alerts14:59 Tracking without gating using IP resolution16:00 Engagement scoring vs lead scoring17:24 AI integration and feature roadmap at Dreamdata19:31 The value of AI as a means, not the end21:04 Solving the attribution problem in B2B22:48 First-touch attribution vs CRM default models23:32 Dealing with non-trackable marketing activities25:19 Tips for qualitative evidence and journey enrichment26:11 Case study: Insight Software and optimizing ad spend27:54 Audience Hub and hyper-targeted campaigns28:45 Matched audiences vs lookalikes on LinkedIn30:40 Free tools and benchmark reports from Dreamdata32:27 Benchmark: 211-day average B2B customer journey33:19 Understanding the B2B buying committee35:14 Where to find Steffen and the benchmark report36:13 Offline conversions and smarter ad training37:28 Attribution loops and campaign optimization38:47 20% CPA reduction through LinkedIn integration39:31 Wrap-upLinkedIn⁠⁠⁠⁠Follow Steffen Hedebrandt on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn hereBook a call with Justin on how to get into⁠⁠⁠ business video podcasting ⁠⁠

Book a call with Justin on how to get into⁠ business video podcasting In this episode, Aleksandar Besarovic, CEO of AIMFOX, joins us to discuss the future of LinkedIn outreach. Aleksandar shares his journey from cold email and SMS campaigns to building AIMFOX, a LinkedIn automation tool designed to enhance networking without violating platform rules. He breaks down best practices for cold outreach, how to avoid getting flagged, and why authenticity is key to making real connections. Plus, insights on the evolving landscape of LinkedIn, the rise of video content, and strategies to scale SaaS platforms successfully.Guest BioAleksandar Beserovic is the CEO of AIMFOX, a cutting-edge LinkedIn outreach tool designed to streamline and enhance networking efforts. Before founding AIMFOX in 2022, he co-founded Constellation, a company focused on solving digital marketing challenges. Aleksandar also brings a wealth of experience from his time at Ernst & Young, where he worked as a senior fraud expert.With a background in international law from the University of Belgrade, Aleksandar combines legal expertise with entrepreneurial insight to drive innovation in digital networking. In this episode, we explore the art of cold outreach and best practices for building meaningful LinkedIn connections.TakeawaysCold outreach has evolved significantly over the years.Understanding your ideal customer profile (ICP) is crucial.Authenticity is key in LinkedIn interactions.Using AIMFOX can streamline LinkedIn outreach efforts.Timing is essential in outbound sales strategies.Nurturing leads is as important as initial outreach.Avoid using fake accounts to prevent LinkedIn bans.Engagement on LinkedIn can lead to better connection rates.Video content is becoming increasingly important on LinkedIn.A well-planned go-to-market strategy is vital for launching new products.Chapters00:01 Introduction to Aleksandar Besarovic & AIMFOX01:16 The evolution from cold email to LinkedIn outreach02:34 Why LinkedIn became the next big focus04:07 The challenge of LinkedIn automation and platform policies06:25 How AIMFOX ensures compliance and minimizes risk10:16 Best practices for LinkedIn outreach messages12:02 The right way to start conversations (without spamming)15:03 The numbers game—maximizing connection rates17:10 Why providing value before pitching is key19:14 The importance of staying active on LinkedIn20:46 Finding and engaging with the right prospects24:29 How to leverage post engagement for outreach27:15 Strategies for launching a SaaS product successfully30:46 The future of LinkedIn—video, engagement, and content shifts33:43 Will LinkedIn launch a podcast platform?35:07 Closing thoughts & where to find AleksandarLinkedIn⁠⁠⁠Follow Aleksandar on LinkedIn here⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here

Book a call with Justin on how to get into ⁠business video podcasting ⁠In this episode, Frank Sondors, CEO and co-founder of SalesForge, breaks down how AI-driven sales execution is reshaping outbound strategy. Frank shares how SalesForge’s AI agent enhances cold outreach, optimizes email personalization at scale, and increases response rates—all while keeping human sales reps at the center of the process.He explains why email deliverability is the biggest challenge in outbound sales, how to structure cold email campaigns for maximum engagement, and why a multichannel approach (email, LinkedIn, and VoIP) is key to improving conversions. Frank also discusses the future of AI in sales, the common mistakes companies make when adopting automation, and why AI should empower teams—not replace them.Beyond sales execution, Frank shares his unique approach to community-building through WhatsApp and Slack, revealing how fostering engaged communities can drive business growth and create superfans.If you’re looking to scale outbound sales, improve your AI strategy, or build a stronger sales community, this episode is packed with valuable insights.TakeawaysAI agents are revolutionizing sales execution.Personalized emails significantly improve response rates.Speed in responding to leads is critical for success.Community building can enhance brand loyalty and engagement.Sales teams should leverage AI to complement human efforts, not replace them.Optimal days for sending emails are Tuesday to Thursday.Email durability is essential to avoid spam filters.WhatsApp communities can foster high engagement and open discussions.SalesForge combines AI with human interaction for effective sales strategies.The future of sales will see more integration of AI and automation.Chapters00:01 Introduction to Frank Sondors & SalesForge01:45 The rise of AI agents in sales execution04:23 How AI personalizes outreach at scale07:01 Overcoming email deliverability challenges08:54 Best days and times to send cold emails11:06 The power of multichannel outreach (email, LinkedIn, VoIP)13:10 AI vs. human roles in outbound sales14:45 The future of AI-driven sales & market disruption18:45 Why AI won’t replace humans in sales19:58 Building a sales community with WhatsApp & Slack21:52 How community-driven growth creates superfans24:29 Closing thoughts & where to find FrankLinkedIn⁠⁠Follow Frank on LinkedIn here⁠⁠⁠⁠Follow Justin on LinkedIn here

Book a call with Justin on how to get into business video podcasting Link to book “Built to sell” -https://builttosell.com/Connect withJustin VajkoJustin Campbell interviews Justin Vajko, a pioneer in video marketing for B2B companies. They discuss the evolution of video marketing in the world of B2B and the changing expectations of different generations regarding content consumption. Vajko shares insights on leveraging LinkedIn for B2B marketing, the importance of engagement, and how video can build trust with audiences. The conversation also touches on the challenges posed by AI-generated content and the necessity of authentic human interaction in digital marketing.TakeawaysVideo marketing is essential for B2B companies today.Building a productized service is crucial for scaling a business.COVID-19 has accelerated the acceptance of video as a marketing tool.Generational shifts are changing how content is consumed.AI-generated content often lacks authenticity and value.Engagement on LinkedIn is key to visibility and success.Video content can significantly increase audience trust.Networking on LinkedIn is more effective than posting and ghosting.Creating content with a buddy can enhance relationships and output.Video is a powerful tool for establishing authority in the B2B space.Chapters00:00 Introduction to Video Marketing and Its Importance03:06 The Journey to Video Marketing05:53 The Impact of COVID and Changing Generational Expectations08:58 Navigating AI in Content Creation11:56 Leveraging LinkedIn for B2B Video Marketing14:57 Maximizing Engagement on LinkedIn18:05 Building Trust Through Video Content

Summary Stephen Knight, founder of Pimento, exposes the flaws in traditional agency models and explains why independent agencies are thriving. He breaks down the shift away from big agency networks, the rise of in-housing, and how the “Hollywood model” of assembling top talent is reshaping marketing. Expect bold insights on the future of agencies, client relationships, and why adaptability is key to survival. Guest Bio Stephen Knight Founder CEO of Pimento - the UK’s leading independent marketing agency & consultancy network, Chairman of utc.travel, Joint Founder of Now Next Why, Entrepreneur, NED, Trustee and Consultant. A former Advertising Executive, Brand & Marketing Director and CMO with 35 years sales and marketing experience. Stephen has held a variety of positions at major international agencies including Dorland, Lowe Howard-Spink and WCRS. Five years with the Walt Disney Company as Senior Vice-President of Marketing and Brand Management for Europe, Middle East and Africa. In 2003, he joined Creata, a global promotions agency, as their European MD where amongst other things he oversaw the McDonalds, Ferrari and Kellogg’s accounts. Having worked successfully above and below the line, client and agency side, he felt it was time to do his own thing and founded Pimento in 2005. From 2013-2016 Stephen extended his role at Pimento with interim contracts at SSE as Head of Brand, Marketing and CMO. Stephen is married with three children, and in addition to his responsibilities at Pimento he is a NED of Ebico, a not-for-profit energy company and a trustee of their charity, Chairman of UTC.travel the UK’s first subscription travel brand, Chairman of Now Next Why a Growth advisory and M&A consultancy for agencies. Pimento, is an innovative full-service marketing agency. Established in 2005, Pimento stands out by connecting over 175 independent agencies and consultants to offer a comprehensive range of marketing services. Their tailored approach pulls from a network of more than 6,000 marketing experts, enabling them to craft bespoke teams designed to meet the unique needs of each client. From global brands to start-ups, Pimento’s flexible model drives business growth and redefines the traditional marketing structure. www.pimento.co.uk Now Next Why is a growth advisory and M&A consultancy for agencies https://nownextwhy.co.uk UTC Travel, the UK’s first members-only travel club, accessible at www.utc.travel. UTC Travel offers exclusive access to travel at trade prices for a modest monthly or annual subscription, appealing to forward-thinking businesses that want to provide their teams with travel perks. This unique benefit can help employees save thousands on personal travel—for just the cost of a coffee each month. Chapters 00:00 Introduction to Stephen Knight and Pimento 02:20 The Agency Model Is Broken: Here’s Why 04:45 The Rise of Independent Agencies and Why It Matters 07:00 Inside Pimento: A New Way to Build Marketing Teams 09:30 The In-Housing Trend: What Clients Get Wrong 11:45 How the “Hollywood Model” Is Changing Marketing 14:15 Why Client-Agency Relationships Are Falling Apart 16:30 The Death of Agency Mystique: What Happened? 18:55 The Future of Marketing Agencies: Survive or Die 21:15 Who Thrives in Pimento’s Network and Why 23:00 Closing Thoughts and Where to Find Pimento LinkedIn ⁠Follow Stephen on LinkedIn here⁠ ⁠Follow Justin on LinkedIn here

Summary In this episode of Future Fuzz, host Justin Campbell sits down with Charlotte Graham-Cumming, CEO of Ice Blue Sky, to challenge traditional B2B marketing practices. Charlotte critiques Marketing Qualified Leads (MQLs) as outdated vanity metrics and champions Marketing Qualified Accounts (MQAs) as a better way to measure engagement. She highlights the power of data-driven strategies, including how AI can reduce churn and accelerate sales cycles, and discusses the impact of account-based marketing (ABM). Charlotte also shares her journey as a female leader in tech, reflecting on overcoming challenges and fostering confidence in leadership. Guest Bio Charlotte is the founder and CEO of Ice Blue Sky, a leading B2B marketing agency specializing in strategic and account-based marketing (ABM) solutions for global technology brands. With over 16 years of experience, she has helped clients such as Cisco, Citrix, IBM, and Brother achieve their growth and success goals through innovative, impactful campaigns. Charlotte is an active member of a network of entrepreneurs, where she collaborates with peers to exchange best practices and drive mutual success. She is passionate about crafting effective marketing strategies, enabling sales teams, and building strong partner channels. As a contributor to a bestselling business book and a recipient of multiple awards, Charlotte’s work has been widely recognized for its impact. She enjoys working with individuals who share her vision and values and is always eager to embrace new opportunities to learn and contribute. Chapters 00:00 Introduction to Charlotte Graham-Cumming and Ice Blue Sky 02:21 Why MQLs Are Failing Marketing and Sales 06:01 The Shift to Marketing Qualified Accounts (MQAs) 09:21 Using Psychology to Align Marketing and Sales 14:01 Leveraging AI to Analyze and Improve Data 18:51 Personalization and the Power of ABM 21:16 Founding Ice Blue Sky: Simplifying Complexity 23:43 Breaking Barriers: Female Leadership in Tech Marketing 26:04 Social Conditioning and Building Confidence as a Leader LinkedIn Follow Charlotte on LinkedIn here Follow Justin on LinkedIn here Instagram Follow Charlotte on Instagram here

Book a call with Justin about video podcasts and content creation for B2B Sales - https://hubspot.salessource.ai/meetings/justin1137 Special Offer for Listeners As a listener of Future Fuzz: The Digital Marketing Podcast, you can enjoy 20% off your first month of subscription—but hurry, this offer is only available to the first 100 subscribers! Reach out to Justin for the discount link! Summary In this episode of Future First, Justin Campbell interviews Margaret Sikora, CEO of Woodpecker, who shares her inspiring journey from junior supporter to leading a SaaS powerhouse. The conversation delves into the importance of outbound marketing in today's economy, effective cold outreach strategies, and the challenges of email deliverability. Margaret emphasizes the need for relevance in messaging and discusses Woodpecker's innovative B2B marketing strategies, including their successful partner program. As a female CEO in a traditional market, she reflects on her experiences and offers valuable leadership insights. About Margaret: Margaret serves as the CEO of Woodpecker.co, a Polish SaaS startup that automates sales processes and gets your messages delivered to the main inbox. She began her journey with Woodpecker as a Junior Supporter and has been with the company for nine years, holding positions such as Head of Product, Interim Manager, and COO up to CEO, actively supporting Woodpecker's growth through scaling phases.  Leveraging her expertise gained during her PhD in law, she is passionate about building SaaS solutions tailored to real market needs, based on feedback and close collaboration with clients, which enables her to execute a product-led growth strategy and achieve the company's long-term success. Chapters 00:00 Margaret Sikora's Inspiring Journey to CEO 02:51 The Importance of Outbound Marketing in Today's Economy 06:04 Mastering Cold Outreach: Best Practices and Strategies 08:57 Building Relevance in Outbound Messaging 12:13 Navigating the Challenges of Email Deliverability 14:57 Woodpecker's B2B Marketing Strategies and Partner Programs 17:46 The Role of a Female CEO in a Traditional Market 21:03 Leadership Insights and Quickfire Questions Click here to follow Margaret on LinkedIn Click here to follow Justin on LinkedIn

Book a call with Justin about video podcasts and content creation for B2B Sales - https://hubspot.salessource.ai/meetings/justin1137 Summary: In this episode, Patrick Ryan shares his extensive career journey in the marketing and advertising industry, detailing his experiences working with major global brands and leading large agencies. He discusses the challenges and triumphs of pitching for significant accounts, the evolution of the agency landscape, and the growing trend towards independent agencies. Patrick also introduces his new consultancy, 300, which leverages AI technology through Neo to enhance agency growth and efficiency. Takeaways: Patrick Ryan's career spans decades in the global marketing and advertising industry. He transitioned from architecture to marketing by chance, discovering his passion for the field. Working in large agencies has provided Patrick with invaluable experiences and connections. The landscape of the advertising industry has shifted towards technology and independent agencies. Pitching for major accounts can be a complex and lengthy process, often involving extensive collaboration. Patrick emphasizes the importance of internal growth capabilities within agencies. The introduction of AI in agency processes can significantly enhance efficiency and creativity. 300 aims to provide a holistic growth capability for agencies, integrating technology and strategy. Neo, the AI tool, automates many routine tasks, allowing teams to focus on strategic thinking. Patrick expresses excitement about the future and the opportunities that come with running his own consultancy. #Leadership #Communication #Innovation #AgencyLife #GrowthMindset #AIinBusiness #StrategyDevelopment #MarketingSuccess #HighPressureSituations #CreativeSolutions Bio: Patrick Ryan - Founder of 300, a marketing growth consultancy that harnesses senior industry talent with cutting edge AI to help agencies build for strategic growth. Patrick has 25 years experience of working within the world's biggest media agency networks and holding companies, with his previous role being the WW Chief Commercial Officer at PHD. Partick started 300 with the mission to help agencies look a growth holistically by harnessing Brand Fame (marcoms), Winning More (Pitch excellence) and Delivering Experiences (Asset production). 300 is powered by NEO (Neural Executive Officer), their proprietary AI platform, that helps automate two-thirds of lower value tasks so the team can focus on the final third that really matters - innovation and impactful strategic consultancy. Click here to follow Patrick on LinkedIn Click here to follow Justin on LinkedIn

Summary In this episode of FutureFuzz, Justin Campbell and Neil Schambra-Stevens discuss the importance of kindness in the workplace, especially during high-pressure situations. They explore how kindness can enhance communication, reduce triggers, and foster a supportive community. Neil shares practical strategies for implementing kindness and effective communication in fast-paced environments, emphasizing the need for active listening and emotional intelligence. The conversation highlights the significance of creating a calm space for dialogue and the impact of small acts of kindness on team dynamics. Takeaways Creating content that helps people is essential for community building. Kindness is about enabling others to feel seen, heard, and valued. Listening is often overlooked but is a crucial communication skill. Effective communication requires asking good questions and practicing active listening. All statements are neutral; our thoughts and emotions shape our reactions. Taking a pause can prevent misunderstandings and emotional triggers. Meetings should be structured to allow for effective communication and decision-making. Implementing kindness in the workplace can lead to more productive and engaged teams. Encouraging vulnerability in team settings fosters trust and openness. Simple practices like check-ins can significantly enhance team dynamics. #Kindness #Communication #EmotionalIntelligence #CommunityBuilding #Workplace #Wellbeing #ListeningSkills #Coaching #HighPressureSituations #RemoteWork #EffectiveMeetings Click here to follow Niel on LinkedIn Click here to follow Justin on LinkedIn