All The Hats

What would you actually do with a $5,000 marketing budget? In this episode of All the Hats, Ómar Thor Ómarsson gets put on the spot. It’s 2026, the budget is tight, and every dollar has to count. Alicja Lei hands Ómar a $5,000 annual marketing budget and asks the hard questions: what actually moves buyers, what is a waste of money, and where should small B2B teams focus when there is no room for e...

Google Analytics tells you everything and somehow nothing at the same time. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Edward Ford, co-founder of Hamu and longtime B2B SaaS marketer, to unpack why Google Analytics has become a poor fit for modern B2B teams. Edward shares his firsthand frustration with GA4, from bloated dashboards to insights that are impossibl...

Product-led growth sounds simple until you actually try to do it. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with product-led growth expert Leah Tharin to unpack what PLG really means, where most teams get it wrong, and why it is not a replacement for sales, but a different way of earning trust. Leah breaks down the realities of self-serve motions, freemiums, trial...

Building a great website isn’t just about design — it’s about people, process, and politics. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Tas Bober, host of Notorious B2B and founder of The Scroll Lab, to unpack what it really takes to build B2B websites that perform. From handling endless stakeholder opinions to balancing brand and demand priorities, Tas shares...

Your homepage is your hardest-working salesperson — or your weakest one. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei break down why your website should be treated like your top sales rep, not a static brochure. They dig into what makes a homepage actually convert, why clarity always beats cleverness, and how to turn your messaging into something buyers immediately trust. Fro...

LinkedIn isn’t just a place for résumés anymore. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei unpack how the platform has evolved from job updates and “we’re thrilled to announce” posts into a core channel for brand building and sales. They dive into what actually works on LinkedIn in 2025, why company pages rarely move the needle, and how small B2B teams can turn consistency...

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 expla...

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 markete...

If you don’t fix your target, you miss everything. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Peep Laja, founder of Wynter, to unpack why positioning fails when you’re guessing, why A/B testing isn’t built for most B2B teams, and how message-market fit matters just as much as product-market fit. They dive into pivots, micro-optimizations, and the uncomfortable...

If your homepage doesn’t tell the story, your positioning won’t stick. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Anthony Pierri of Fletch to dig into why so many B2B startups stumble when it comes to messaging. Founders love strategy decks and category conversations—but if the positioning never makes it onto the homepage, the market never sees it. Anthony sha...

If you’re not doing customer research, it shows. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei break down why most small marketing teams are flying blind: guessing at pain points, rewriting landing pages in a vacuum, and building messaging around features instead of feelings. They break down how small teams can stop overthinking research and start learning from the conversatio...

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 d...

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 t...

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 st...

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...

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 somet...

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...