All The Hats

Make 5K Work Like 50K

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 error. Together, they walk through a real, line-by-line breakdown of how to spend that budget across tools, content, distribution, events, and partnerships. From organic LinkedIn posting and light paid amplification to scrappy events, retargeting, and free tools that still punch above their weight, this episode is a practical blueprint for teams doing more with less. This is not a theoretical framework or a perfect-world plan. It is a realistic look at what works when time, money, and headcount are limited. In this episode: * How to allocate a $5,000 annual marketing budget * What tools are worth paying for and what you can get for free * Why organic LinkedIn still outperforms most paid channels * When it makes sense to boost posts or run retargeting * How small teams can prioritize clarity, consistency, and trust

Why We Ditched Google Analytics

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 impossible to act on when you are wearing too many hats. The conversation shifts into what B2B marketers actually need from analytics: clarity, speed, and answers tied to real buying behavior. Edward explains why Optise stands out as a more practical solution for B2B teams, breaking analytics down into discovery, engagement, and conversion so marketers can quickly understand what is working and what to do next. From founder-led growth to website performance and attribution myths, this episode is a grounded look at how analytics should support decision-making instead of slowing it down. In this episode: * Why Google Analytics is a poor fit for most B2B teams * The biggest problems marketers face with GA4 * What B2B analytics should actually show you * Why Edward chose Optise over traditional analytics tools * How better insights lead to better website decisions

Why Product Led Beats Old Playbooks

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, trials, and why most companies struggle to turn interest into long-term growth. They also get into the hard truths behind differentiation, ICPs, and why trust is now the biggest bottleneck in B2B marketing. From defining a real “aha moment” to narrowing your focus instead of chasing everyone, this conversation is packed with practical guidance for small teams trying to build products that actually sell themselves. Want to go deeper on ICP work? Leah mentioned a free guide on how to find your first ICP. Grab it here: https://www.leahtharin.com/p/how-to-find-your-first-icp-guide [https://www.leahtharin.com/p/how-to-find-your-first-icp-guide] In this episode: * What product-led growth really is (and what it is not) * Why PLG is about trust, not tactics * How to define a real ideal customer profile * The role of trials, freemiums, and time-to-value * Why clarity and focus beat broad positioning every time

The Real Purpose of a B2B Website

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 hard-won lessons from over 400 site projects and 15 years in the trenches.  They talk about what makes a great B2B site, who should actually own it, and how small teams can manage feedback without losing control. It’s an honest, tactical look at the messy middle of B2B marketing. In this episode: -The real purpose of a B2B website -Why every redesign starts with internal buy-in -How to say “not now” instead of “no” to stakeholders -Who should actually own your company’s site — and why it matters

Your Website Is Your Top Rep

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. From anchor statements to proof sections and the “show, don’t tell” mindset, this episode dives into how small B2B teams can turn their sites into conversion machines without overcomplicating the design. In this episode: * Why your homepage should act like a salesperson, not a signpost * The copy sections that build trust and momentum * How to structure your website around clarity, proof, and outcomes * The simple homepage fixes that make the biggest difference