Marketing Corner

You’ve built your money keyword matrix. Now what? In part 2, Sam Dunning, founder of Breaking B2B , is back to unpack: The page formats Google and LLMs actually pull from What to do if you can’t publish competitor pages What even is Parasite SEO? Sam’s prediction for the next 6 to 12 months, and why speed is a small team’s unfair advantage. Available wherever you listen to podcasts 🎧

Your buyers are asking LLMs for a shortlist. Is your brand on it? This week we’re joined by Sam Dunning, founder of Breaking B2B , to unpack: How B2B buyers search now, and why “what is X?” content is losing to AI answers. Sam’s money keyword matrix for finding the searches that actually come from buyers. Why attribution is a black box, and the one question every rep should ask. The fastest way to...

Hundreds of you tuned in last week to get a behind-the-scenes look at how Norwegian’s brilliant World Cup logo bet campaign with British Airways actually came together. This week, Casper and I are back with Eivind Hammer Myhre and Emilie Engedalen to answer the question everybody has been asking us since part 1 dropped: "But did it actually work, though?" We dive into the actual numbers...

One World Cup match. Two rival airlines. And a bold idea that probably would have been killed in any standard corporate committee. This week on Marketing Corner , Casper and Jen are joined by the brains behind Norwegian’s viral logo bet with British Airways ✈️, Eivind Hammer Myhre and Emilie Engedalen. They break down how a bold idea went from a three-minute phone call to an international viral se...

Google ads are rolling out major new updates in response to zero-click searches and AI answers. This week, we break down four new Google Ad features on the horizon, whether they actually matter, and why marketing ethics may be taking another hit. Including: The lead form replacement: Gemini chatting with prospects inside your ad—and the massive catch marketers need to watch out for. Ads disguised...

Why Your Sales and Marketing Alignment is Completely Broken (and How to Fix It) In this episode of Marketing Corner , Casper and Jen unpack why traditional B2B growth is failing - and what you can do about it. If you're tired of the endless tug-of-war over lead source attribution, rigid sales quotas, and cold outreach that lands with a thud, this conversation is for you. In this episode, you’l...

Slap "AI" on the website, promise the moon and get a 75x ARR valuation. For the past few years, tech investments have been running on vibes, hype, and "trust me, bro" math. Now, the spreadsheets are striking back. This week, Casper and Jen look at what happens when wild AI market valuations crash into reality — and why marketers are often left picking up the pieces. Including:...

Have you noticed your reach on LinkedIn taking a massive dive over the last few months? You’re not imagining it. Posts that used to hit tens of thousands of impressions are suddenly getting buried, no matter how good the content is or how many comments it gets. This week, we talk about what's actually going on behind the scenes at LinkedIn — and why organic reach feels completely broken right...

It's that time of year. Offices empty, out-of-office replies everywhere, tumbleweeds in the hallway. Every year, the same debate kicks off: cut the ad budget or keep going? Every year, we watch people get it wrong. This week we talk through what we actually do with our budgets, our teams, and our sanity over the summer — including: Why "just cut spend" is the laziest move you can make when the ent...

Lately, we've been hiring for a number of roles. Between us: 160-250 applications per role, cover letters with identical phrasing, and case study decks that all somehow have the same colors, the same structure, and the same *wrong* stats. This week, we talk about what it's actually like hiring in the age of AI — from both sides of the table. Including that time when: We saw the same incorr...

"Overheard in..." You know the format. People overhear unhinged things in elevators, at conferences, in boardrooms, on the metro. Someone submits. It gets published. Everyone cringe-laughs. Repeat. This week, Casper and I did our own version — except it's the unhinged things people have actually said to us over the years in marketing. Some funny. Some baffling. Some that still keep u...

The eternal tension: everything needs to go out yesterday, and everything needs to be perfect. Both are impossible at the same time. So what do you actually do? Casper and I got into this one properly — approval processes, legal reviews, AI-generated slop, and the campaign that went through every single layer of leadership... and still had a spelling mistake. Because of course it did. We cover: Wh...

Dublin has become the Silicon Valley of Europe, home to the European headquarters of tech giants like Google, HubSpot, LinkedIn, and Meta. A few weeks ago, we both found ourselves there - Jen at LinkedIn HQ and Casper at HubSpot HQ - so this week we're comparing notes on what we learned from two of the biggest players in B2B tech. In this episode, we discuss: • How B2B companies can better lev...

We've all been there: pipeline's thin, the board wants more logos, and suddenly that off-ICP deal doesn't look so bad. But shortcuts have a funny way of catching up with you. This week we dig into the GTM moves that feel like a good idea at the time but quietly kill your growth in the long run. Between us, we've probably seen hundreds — maybe thousands — of companies make the same...

After a month away, we’re back with a topic marketers need on their radar: ChatGPT Ads. Casper shares early learnings from testing OpenAI’s new ad platform across B2B clients. The verdict? It’s a black box. Reporting is limited. Optimization is unclear. But early signals look promising. We unpack: What ChatGPT Ads actually look like Why the CPCs are surprisingly low How AI search is changing buyer...

What better way to celebrate our 150th episode than with a hypothetical about AI... How would you build a SaaS business that doesn’t get swallowed by AI? In this episode, we cover what founders, marketers, and operators should be thinking about now if they want to stay relevant as AI changes the rules faster than ever, including: Why some SaaS companies are losing product-market fit almost overnig...

In this week’s episode, we dive into applying a growth mindset, in both work and our lives, including: What growth mindset actually looks like in how we think, talk to ourselves, and approach challenges A few common traps that can keep teams and individuals stuck in limiting beliefs Why mindset matters so much at work , especially when testing new ideas and navigating change Simple ways to build i...

In this episode, we dig into what personality and talent profiles actually say about how people work, lead, and collaborate. We compare our own results (some painfully accurate), and unpack how different strengths shape everything from big ideas to actually getting things done. We cover: • Why some people are wired to start things, while others finish them • What gives you energy at work vs. what...

Listener request alert 🚨 Every villain needs an origin story. The same goes for marketing nerds, we guess 🤷🏻‍♀️ In this episode, we share our marketing origin stories and unpack the moments, mistakes, and lucky breaks that shaped our careers. From customer support and telemarketing to blogging, gaming, and speaking on stage, we reflect on how small decisions and unexpected opportunities stacked...

In this episode, we follow Jen into her first week as a brand-new VP of Marketing, armed with a 90-day plan and just enough restraint to not flip the table on day one. We cover: Why you need a 90-day plan (unless chaos is your strategy) The difference between diagnosing, learning, and actually doing something How to avoid the classic mistake of moving way too fast and breaking everything Getting e...

In this episode, we crack open a GTM insights report and react to the trends inside. Which findings hold up? Which ones need context? Which insights are the ones we can't ignore? And which ones deserve our patetned hot take? If the latest GTM trends are making your spidey sense tingle and you’re wondering whether it’s just you or something bigger going on, this episode is for you. The report w...

OK. That's it. We're done being diplomatic. This is the episode where we say what most marketers only vent about in Slack DMs. We call out: - Marketers who make the rest of us look bad - Leaders who have champagne taste on a tap water budget - Teams hiding behind AI buzzwords instead of fixing stuff - Companies that “go enterprise” by just raising prices - Strategy whiplash every six months - “Mak...

In their careers, Jen and Casper have looked under the hoods of plenty of companies. And after a while, some patterns start to emerge... In this episode, they share the yellow, orange, and red flags that signal a marketing function might have some serious challenges. Some of the warning signs covered include: When the ICP really means “I Can Pay” and nothing more When the data foundation is shaky,...

In this episode, we take on one of the most misunderstood workplace trends right now: quiet quitting. Is it really disengagement? Or just healthy boundary-setting? Is that necessarily a bad thing? Or are we missing something deeper? We challenge the mainstream definition and offer a sharper one. We also introduce a related but very different concept: quiet cracking. If you lead a team, manage peop...

In this episode, we unpack a major shift in B2B software discovery. G2 is acquiring Capterra, Software Advice, and GetApp, bringing four of the biggest review platforms under one owner. We cover: Is this a good thing or bad thing for Marketers? What does this mean for consumers? The real risk of monopoly pricing, pay-to-play dynamics, and fewer alternatives. Why review sites are under pressure as...