Future Fuzz - The Digital Marketing Podcast

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠⁠⁠ [https://hubspot.salessource.ai/meetings/justin1137?uuid=87d8fe3e-e4d6-4fd1-80bf-9f9fc6e16b1c] In this episode, Ben Lilly, Co-Founder of Giant Leap Digital, reveals how his senior-led, remote-first agency is redefining how luxury and finance brands connect with high-net-worth audiences. He shares why empowering experienced talent leads to better outcomes, how traditional agency models fall short, and what the $65 trillion wealth transfer means for marketers. Ben also explores China’s rise as a luxury leader, the evolution of wealth-driven consumer behavior, and why launching during tough times can be a long-term advantage. A sharp, strategy-packed conversation for anyone navigating the future of premium brand marketing. Guest Bio Ben Lilly is the Co-Founder and Managing Director of Giant Leap Digital, a consultancy that helps luxury and finance brands connect with high-net-worth audiences through strategic digital media. With a model built around senior talent and a distributed team, Ben leads a network of top-tier UK consultants who deliver premium creative, paid, owned, and earned campaigns—without the bloat of traditional agencies. Having previously led and sold one of the world’s largest luxury digital agencies, Ben brings a rare combination of industry experience, global perspective, and entrepreneurial drive. At Giant Leap, he’s redefining what it means to serve wealth-focused brands—delivering tailored, data-informed strategies that resonate with affluent audiences and scale impact in international markets. Takeaways * Senior-led, remote-first teams drive higher quality and productivity through autonomy and trust. * Traditional agencies often fail clients by replacing senior sales teams with junior delivery teams. * The “Great Wealth Transfer” is shifting luxury marketing toward ethical, culturally relevant values. * China will overtake the U.S. as the largest luxury market by 2030, with local brands rising in prominence. * Starting an agency in tough economic times builds resilience and long-term positioning. Chapters 00:00 Welcome and Ben Lilly’s Role 01:14 Why Ben Started His Own Agency 03:10 UK Marketing Market Challenges 06:20 From Selling an Agency to Founding Giant Leap 08:45 Building a Senior, Remote-First Team 10:29 Empowerment Model Driving Productivity 12:57 Nurturing Junior Talent Without Client Risk 14:28 Targeting High Net Worth Audiences 15:00 The Great Wealth Transfer: A Strategic Shift 18:50 Cars as Investments: A New Asset Class 20:33 Art Legacy vs. New Generational Values 24:22 Global Expansion Plans: Dubai and Hong Kong 26:29 China’s Rise as the Luxury Leader 28:38 BYD and the 5-Minute Battery Breakthrough 30:06 Advice for Aspiring Agency Founders LinkedIn ⁠⁠⁠⁠⁠⁠⁠⁠Follow Ben on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/ben-n-lilly/] ⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠ [https://www.linkedin.com/in/justinsalessource?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Byqm%2F6Il%2BSjy7Ec3nWJztTQ%3D%3D]

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠⁠ [https://hubspot.salessource.ai/meetings/justin1137?uuid=87d8fe3e-e4d6-4fd1-80bf-9f9fc6e16b1c] In this episode, Morgan Ratcliffe, Co-Founder and Managing Director of Notist, unpacks how B2B companies can stand out in a digital world that favors boldness and storytelling. From launching the agency with his brother in a spare room to generating millions of views and driving 8-figure revenue for clients, Morgan shares how he’s turning outdated B2B marketing playbooks on their head. He dives into the power of narrative-led content, what most businesses get wrong about personal branding and company pages, and why LinkedIn video is still an untapped goldmine. Morgan also breaks down why high-performing campaigns start with free, valuable “products for prospects,” how to run thought leadership ads, and the underrated art of pulling audiences off-platform. Whether you're a founder, marketer, or content strategist, this episode is packed with practical strategies for building relevance—and getting noticed. Guest Bio Morgan Ratcliffe is the Co-Founder and Managing Director of Notist, a UK-based agency helping B2B companies stand out with story-driven marketing and bold digital strategies. Since launching the business with his brother just a few years ago, Morgan has scaled Notist into a powerhouse that generates tens of millions of LinkedIn impressions each month and delivers standout campaigns for brands ranging from the NHS to fast-growing tech firms. With a background that blends entrepreneurial hustle and creative instinct, Morgan has built a reputation for cutting through the noise in the B2B space. He specializes in translating business value into compelling narratives, building content engines that drive awareness and engagement, and leveraging modern platforms like LinkedIn for exponential reach. Whether he's advising clients on go-to-market moves or crafting viral campaigns, Morgan’s approach is grounded in authenticity, attention, and results. Takeaways * Notist helps B2B companies stand out through story-driven marketing. * Most B2B founders struggle to communicate their value clearly online. * Community is built on shared interest, not just company updates. * Campaigns—not one-off posts—drive momentum in B2B marketing. * Video is an underused yet powerful tool for building visibility and trust. * “Products for prospects” offer low-barrier, high-value lead generation. * Thought leadership ads scale personal content to broader audiences. Chapters 00:00 Welcome and Morgan’s Role at Notist 01:14 From Football to Founding: The Origin Story 02:55 Early Growth: From Spare Room to 20-Person Team 03:24 Why B2B Founders Struggle to Get Noticed Online 05:18 Growing from Thousands to Millions of LinkedIn Views 07:24 The Content Strategy That Changed the Game 08:45 Personal Brand Cadence and Value Creation 11:08 The Value-First Framework for B2B Company Pages 13:19 Campaign-Driven B2B Marketing Strategy 16:10 Rethinking LinkedIn Ads for High-Ticket B2B 18:35 The Power of “Products for Prospects” 20:31 Using Thought Leadership Ads to Scale Content 23:38 Video in B2B: Why It’s Still Underrated 25:04 How Video Humanizes Brands and Drives Reach 26:49 Should LinkedIn Go Longform? The Strategic Tradeoff 28:44 Positioning Content Around Real Customer Pain Points 30:35 Final Advice: Build Content That People Actually Want LinkedIn ⁠⁠⁠⁠⁠⁠⁠Follow Morgan on LinkedIn here⁠⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/morgan-ratcliffe-1b2a21195/] ⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠ [https://www.linkedin.com/in/justinsalessource?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Byqm%2F6Il%2BSjy7Ec3nWJztTQ%3D%3D]

Book a call with Justin on how to get into⁠⁠⁠⁠⁠⁠ business video podcasting ⁠⁠ [https://hubspot.salessource.ai/meetings/justin1137?uuid=87d8fe3e-e4d6-4fd1-80bf-9f9fc6e16b1c] In this episode, Eoin Rodgers, Chief Marketing Officer at Atomic, breaks down what it really takes to connect with B2B buyers in a complex, ever-evolving marketplace. With nearly two decades of experience and deep specialization in European go-to-market strategy, Eoin reveals why many B2B tech companies—especially those expanding from the US into Europe—get buyer insights wrong, and how to fix it. He shares how Atomic uses behavioral insights, buyer psychology, and nuanced localization to help global tech brands like Salesforce and Slack achieve relevance and resonance. Eoin also explores the evolution of ABM, why content must go far beyond simple translation, and how humor and AI are playing increasing roles in modern B2B strategy. Whether you’re selling to a CIO or building for scale, this episode is packed with perspective-changing insights. Guest Bio Eoin Rodgers is the Chief Marketing Officer at Atomic, an independent B2B marketing and employer branding consultancy working with some of the world’s leading tech brands, including Salesforce, Slack, Stripe, and DocuSign. With nearly 20 years of agency-side experience, Eoin has led high-performing teams across strategy, digital, and client services—crafting go-to-market strategies and campaigns that drive measurable growth. He’s built a reputation for translating complex propositions into clear, compelling messaging that cuts through the noise. Eoin’s work sits at the intersection of branding, content, and demand generation, and he’s passionate about helping companies find their voice in a crowded market. Whether he's guiding global marketing teams or rolling up his sleeves on creative, his approach is always grounded in clarity, curiosity, and impact. Takeaways * Atomic helps B2B companies understand their buyers better. * B2B buyer psychology is often overlooked compared to B2C. * CIOs think in systems, impacting how they make decisions. * Understanding the diversity of the European market is crucial. * Localization in marketing goes beyond just language translation. * ABM has evolved and requires a strategic approach. * Timing is critical in account-based marketing efforts. * Creativity and humor can enhance B2B marketing effectiveness. * AI tools are being developed to improve buyer insights. * Understanding local market nuances is key for success. Chapters 00:00 Welcome and Eoin's Role at Atomic 01:18 Why B2B Buyer Insights Lag Behind B2C 03:34 Understanding the Psychology of the CIO 05:15 The Complex Role of CIOs in Buying Decisions 06:39 Navigating Multi-Stakeholder Tech Purchases 08:00 Why US Companies Misjudge European Markets 09:22 Localization Beyond Language and Its Business Impact 10:49 Cultural Nuances Across European Countries 12:37 Channel Strategies and the Rise of Local Content 14:46 Challenges in Localizing Video for European Markets 15:42 The Evolution—and Dilution—of ABM 17:37 The Real ROI of One-to-One ABM 19:58 Balancing Investment and Return in ABM Strategy 21:55 Timing, Renewals, and Long-Term Planning 22:17 Why Humor and Personality Matter in B2B Branding 23:07 Atomic’s New AI-Powered Insight Tools 24:51 Where to Find Atomic’s Latest Research LinkedIn ⁠⁠⁠⁠⁠⁠Follow Eoin on LinkedIn here⁠⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/eoinrodgers/] ⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠ [https://www.linkedin.com/in/justinsalessource?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Byqm%2F6Il%2BSjy7Ec3nWJztTQ%3D%3D]

Book a call with Justin on how to get into⁠⁠⁠⁠⁠ business video podcasting ⁠ [https://hubspot.salessource.ai/meetings/justin1137?uuid=87d8fe3e-e4d6-4fd1-80bf-9f9fc6e16b1c] 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 Bio Andy 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. Takeaways * AI-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. Chapters 00:00 Introduction to Andy Crestodina & Orbit Media 01:15 Reflecting on changes in marketing over 2 years 02:25 AI-powered gap analysis and why it's a game changer 05:40 How to feed pages to AI for better analysis 07:16 Visual hierarchy, screenshots, and conversion copy 08:34 Limitations of AI when analyzing user experience 09:26 Preparing your site for non-human AI visitors 11:13 Agentic AI: bots evaluating your site like humans 13:02 Making your site agent-friendly for future automation 16:00 AI's impact on the software and startup ecosystem 18:30 The risks of inaccurate AI bios and brand representation 20:30 How to get AI to recommend your company 22:29 Why podcasts and digital PR are now SEO tools 23:45 What AI can't do: story, opinion, emotion, and connection 25:37 Little Life Moments vs Large Language Models 26:52 Closing thoughts on marketing in the age of AI LinkedIn ⁠⁠⁠⁠⁠Follow Andy on LinkedIn here⁠⁠⁠⁠⁠ [https://www.linkedin.com/in/andycrestodina/] ⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠ [https://www.linkedin.com/in/justinsalessource?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Byqm%2F6Il%2BSjy7Ec3nWJztTQ%3D%3D]

Check out Dreamdata.io [https://dreamdata.io/?utm_source=signature&utm_medium=email] 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 Bio Steffen 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. Takeaways * B2B 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. Chapters 00:00 Introduction to Steffen Hedebrandt & Dreamdata 01:03 The origins of Dreamdata and solving B2B attribution 02:44 Founding team dynamics and early challenges 04:07 Complexities of B2B journeys vs B2C 05:01 Key problems Dreamdata solves for B2B marketers 06:55 Importance of ICP and tech integrations 08:18 Common CRM systems used and data quality challenges 09:33 Solving wasted budget and campaign ROI 10:31 Account-based timelines and stakeholder insights 11:20 Campaign-level ROI visibility and optimization 12:38 Deal size variation and applicability across companies 13:31 Real-time signals and proactive sales alerts 14:59 Tracking without gating using IP resolution 16:00 Engagement scoring vs lead scoring 17:24 AI integration and feature roadmap at Dreamdata 19:31 The value of AI as a means, not the end 21:04 Solving the attribution problem in B2B 22:48 First-touch attribution vs CRM default models 23:32 Dealing with non-trackable marketing activities 25:19 Tips for qualitative evidence and journey enrichment 26:11 Case study: Insight Software and optimizing ad spend 27:54 Audience Hub and hyper-targeted campaigns 28:45 Matched audiences vs lookalikes on LinkedIn 30:40 Free tools and benchmark reports from Dreamdata 32:27 Benchmark: 211-day average B2B customer journey 33:19 Understanding the B2B buying committee 35:14 Where to find Steffen and the benchmark report 36:13 Offline conversions and smarter ad training 37:28 Attribution loops and campaign optimization 38:47 20% CPA reduction through LinkedIn integration 39:31 Wrap-up LinkedIn ⁠⁠⁠⁠Follow Steffen Hedebrandt on LinkedIn here⁠⁠⁠⁠ [https://www.linkedin.com/in/steffenhedebrandt/] ⁠⁠⁠⁠Follow Justin on LinkedIn here [https://www.linkedin.com/in/justinsalessource?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Byqm%2F6Il%2BSjy7Ec3nWJztTQ%3D%3D] Book a call with Justin on how to get into⁠⁠⁠ business video podcasting ⁠⁠ [https://hubspot.salessource.ai/meetings/justin1137?uuid=87d8fe3e-e4d6-4fd1-80bf-9f9fc6e16b1c]