Marketing Corner

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 get recommended by AI (spoiler: it involves time travel 🧭)Available wherever you listen to podcasts 🎧

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 and unpack what really happens after you go globally viral, including:How a tiny travel budget turned into billions of impressions, coverage across thousands of media outlets, and prime-time BBC coverage—all with zero paid ad spend.The last-second glitches and hurdles that almost killed their post-game victory lap before it started.The post-viral comedown and how to keep a marketing team motivated when you have to go back to standard content calendars after a career-defining hit.The weird, unintended side-effects, from bizarre international phone calls to unexpected banter with religious accounts and rival airlines.And most importantly: did billions of impressions actually move the business?The takeaway:The best marketing doesn't come out of endless approval chains or playing it safe. It happens when leaders give their teams the trust, autonomy, and speed to take massive, calculated risks when the moment strikes.(And if you're sick of being asked to "make it go viral," maybe don't share this one with your boss...)

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 sensation, including:How they went from idea to pressing “post” in under an hour—with no massive strategy deckHow they stayed ahead when the rest of the internet joined inHow DID they get British Airways to agree to all this?How they kept the momentum going without knowing what would happen nextAnd most importantly, where DO you get a USB stick these days?If you’re a B2B marketer who needs 12 approvals and three months to change a font, this one will blow your mind.This is part one of our biggest Marketing Corner conversation yet, and genuinely one of the most interesting episodes we’ve ever recorded.

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 as AI answers: Tell your wife. Tell your kids. Tell your husband, too. This makes us feel icky.Conversational discovery ads: WTF is Sylvanus Bent?Journey aware bidding (JAB): The new bidding model that promises to learn from your entire sales funnel instead of a single goal.Soundboards, Cambridge Analytica, color blindness and more!Available wherever you listen to podcasts.

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’ll learn:What is "Allbound": Why siloing inbound and outbound is crippling your pipeline, and how unifying them changes the game.Smart Signals > Cold Outreach: How Sparkforce combines AI agents, intent data, and custom automation to generate high-converting meetings on autopilot.The Legacy Metric Trap: Why traditional C-suite KPIs actively discourage sales and marketing teams from working together.The Orchestrator Advantage: How the role of the modern marketer is shifting from channel manager to full-funnel growth orchestrator.Ready to stop fighting over lead credit and start scaling pipeline? Listen now.

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:The massive valuation flop: The story behind a tech tool selling for an 89% discount after pivoting to AI enterprise workflowsThe $45 Billion fund wipeout: How a 25-year-old AI whiz-kid lost 67% of his fund's value in a single monthWho actually wins when the bubble pops: Why founders still walk away with multi-million dollar payouts while employees get left holding the bagThe boardroom trickle-down effect: What happens to your workload when investors demand 400% growth with zero additional budgetWe also get into sneaky depreciation accounting tricks, the growing monopolization of SaaS tools, and how to survive the impending AI market correction.Main takeaway: Don't sweat the small stuff, but don't get caught off guard. Keep your network warm, upskill, and diversify your options before impossible promises land on your desk.Available wherever you listen to podcasts.

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 now.Including:What quietly changed in LinkedIn's internal algorithm update (and the specific metric they now care about more than likes or comments)The "AI slop" problem cluttering feeds and why platforms are reacting the way they areWhere to actually pivot your distribution when you can't rely on a single algorithm to carry your inbound pipelineA slightly dystopian look at where search, agency research, and zero-click search are heading in the next few yearsAvailable wherever you listen to podcasts.

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 entire market just got cheaperThe difference between a laptop task and a phone taskA stat we just started tracking that'll make you rethink how fast your sales team responds to inbound leadsThe one time I had to cut a family holiday short — and what it taught me about never taking vacation near month-end againAvailable wherever you listen to podcasts.

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 incorrect stat in several candidates' decks during a case study process.How AI generated notes are becoming a crutch that is helping absolutely no one. How we're ditching take-home case studies entirely to see people think in real time without AI.How candidates can stand out in a sea of AI - spoiler alert: like all things related to AI, it's all about getting back to basics.Main takeaway: use AI to prep, cite your sources, and make it your own — because if you can't answer a probing question without your notes, the deck means nothing and you're probably not getting the job anyway.Available wherever you listen to podcasts.

"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, we 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 us up at night.Including that time when:A senior sales leader was so confident and yet so VERY wrongA client preferred ChatGPT over agency adviceA member of the BoD wanted to scale direct trafficJen was asked to do a campaign that was so tone-deaf it hurtsAnd a question directed at one of us that would never have been asked of a man…We also get into the small-world problem of Nordic B2B SaaS — why the same bad actors keep getting recycled, why references matter more than people think, and why you really don't want to be on the wrong list.Chaotic, cathartic, and deeply relatable if you've ever had to smile through a truly unhinged stakeholder request.Available wherever you listen to podcasts.