Performance Delivered

In part two of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst continues his conversation with marketing experts Navah Hopkins (Microsoft) and Shawn Walker (Symphonic Digital) on how AI is transforming paid search strategy.They dive into:When to use AI vs. manual campaign managementHow to differentiate your brand when competitors use similar AI toolsTesting AI in new accounts without risking core campaignsWhy clean data and human oversight are essentialPredictive modeling — promise vs. realityHow to plan budgets in an AI-first worldIf you missed part one, catch up to hear their discussion on AI’s truly disruptive trends vs. efficiency gains, and predictions for the next 12–24 months in paid search.Timestamps:00:00 – Intro00:11 – Welcome back & episode overview01:22 – When to plan with AI from day one03:28 – Differentiation in an AI-driven market04:34 – Brand positioning and being where competitors aren’t07:07 – Strategy shifts: reporting, funnel growth & brand

AI is everywhere—predictive bidding, dynamic creative, campaign forecasting—but is it really replacing human strategy, or just enhancing it?In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst is joined by two industry leaders: Navah Hopkins, a seasoned strategist now at Microsoft, and Shawn Walker, Chief Marketing & Strategy Officer at Symphonic Digital.Together, they unpack how AI is reshaping paid search campaigns—from landing page relevance and creative asset structure to the evolving role of intent and the limits of automation.This is Part 1 of a two-part conversation, packed with tactical advice, strategic frameworks, and a few strong opinions on where AI helps—and where it absolutely does not.What You’ll Learn:Why AI-first strategies demand high-quality creative and landing pagesHow Google and Microsoft interpret site content through AIThe growing importance of behavioral signals over keywordsWhere manual intervention still outperforms automati

In this episode of Performance Delivered, host Steffen Horst sits down with Kurt Uhlir, CMO at EZ Home Search and a veteran of more than 80 funding rounds and exits, to explore how AI is redefining modern marketing teams.From cutting down content production costs to empowering leaders to be more hands-on, Kurt shares how AI isn’t replacing talent—but rather multiplying its impact. Whether you’re managing an in-house team or partnering with agencies, this episode will help you think more strategically about your people, your tools, and your outcomes.

Are your SEO metrics stuck in the past? In part two of our AI + SEO series, guest host Ximena Cordon (Head of Marketing at Symphonic Digital) is joined once again by Lindsie Nelson (Head of SEO at Symphonic) and Andreas Voniatis (Founder of Artios) to challenge the way we think about measuring SEO success in an AI-powered world.With the rise of zero-click search and tools like ChatGPT and Google AI Overviews, traditional metrics like CTR and traffic are losing their relevance. In this episode, the trio explores smarter ways to connect SEO to ROI, how to rethink attribution, and why human-first content still matters.Key Takeaways:Why zero-click search is shifting how we measure performanceHow AI is reshaping the buyer journey and discovery processThe limitations of Google Analytics for modern SEONew approaches to attribution modeling and ROI trackingWhy content needs to “fight for its life” in AI searchHow to present SEO performance to leadership with confidenceMemorable Quotes:“If you’re optimizing for traffi

Grant Johnson on How to Measure Marketing Effectiveness and Align on KPIsEpisode of Performance Delivered – Insider Secrets for Digital Marketing SuccessIn this episode, Steffen Horst chats with Grant Johnson, Chief Marketing Officer at Chief Outsiders, about how companies—especially mid-market B2B SaaS brands—can better define, measure, and optimize their marketing performance.Grant shares his Marketing Performance Assessment framework, which helps companies evaluate their effectiveness across three key areas: market presence, brand strength, and pipeline health. With over 20 years in the marketing world and seven exits under his belt, Grant breaks down how to align on KPIs, prove value to leadership, and make data-driven decisions that lead to measurable growth.

In this episode of Performance Delivered, Steffen Horst is joined by Elizabeth Eberle, SVP of Marketing at Spoiler Alert—a CPG tech company helping brands turn excess inventory into revenue. Elizabeth shares how understanding your customer at a deeper level can transform not only your messaging, but your product and go-to-market strategy.Whether you’re building a mission-driven brand, launching a SaaS product, or simply trying to better connect with your audience—this episode offers a masterclass in customer empathy, product-market fit, and the real role of marketing in growth.

In this episode of Performance Delivered, Steffen Horst speaks with Daphne Johnson, CEO and Growth Advisor at Daphne, about how legacy brands can successfully conquer new markets. Daphne shares her extensive experience working with Fortune 100 brands like Verizon, American Express, and Yahoo, and discusses foundational strategies such as understanding customer needs, identifying problems worth solving, and leveraging partnerships and technological innovations like AI. Daphne also delves into the importance of competitive analysis, customer interviews, and internal alignment when navigating market expansions. Tune in to gain insights on how legacy brands can adapt and thrive in an evolving marketplace.

In this episode of Performance Delivered, host Steffen Horst welcomes Janet Jaiswal, Global VP of Marketing at BlueShift, to unpack what it truly takes to engage customers in today’s competitive B2B SaaS market. With a wealth of experience in senior marketing roles, Janet dives into the strategies that move the needle—from the first interaction to long-term retention.They explore how AI can proactively reduce churn, why personalized communication drives loyalty, and how to turn everyday customers into powerful brand advocates. Janet also shares actionable tips for collecting and acting on customer feedback that leads to deeper relationships and sustainable growth.Tune in to hear: • Why engagement and retention are critical to long-term success • How AI is transforming customer experience and reducing churn • The role of data in making personalized communication scalable • Real-world tactics for turning feedback into growth • Ways to cultivate brand advocates from your existing customer baseListen now to futur

In this episode of Performance Delivered, Steffen Horst sits down with Lindsie Nelson and Andreas Voniatis to explore how AI is reshaping the way people discover information—and what it means for marketers.They break down the real impact of AI on search behavior, why users are shifting from keywords to conversations, and which industries are feeling the change most. From client sentiment to the rise of zero-click searches, this episode unpacks whether SEO is still a growth lever—or now just brand defense.Tune in to learn: • Why AI-powered search is changing user behavior • How generational differences influence adoption • The evolving role of human-centered content • What marketers need to stay visible in an AI-first world • How platforms like YouTube, podcasts, and social are reshaping discovery

In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst talks with Colin Clark, Global CMO at Dunlop Protective Footwear. Colin shares his journey from working with brands like the Chicago Cubs and Under Armour to scaling Dunlop’s marketing initiatives globally. He discusses the unique challenges of marketing across 75 countries with a small team, and how Dunlop customizes campaigns for both B2B and B2C segments. Discover how Dunlop leverages partnerships, tests new programs, and tailors campaigns to meet the specific needs of local markets. Colin also shares insights on how Dunlop stays authentic to end users while scaling marketing efforts and introduces innovative product solutions.Key Takeaways: • Colin’s Career Journey: From his dream job at the Chicago Cubs to driving global marketing at Dunlop. • Building Global Campaigns: How Dunlop customizes campaigns by working closely with distributors and retailers in different countries. • Localization vs. Glob

In this episode, Doug Zarkin shares insights on how brands can deepen their relationship with consumers, moving beyond mere friendship to foster true brand love. He discusses the importance of human empathy in customer service, the brand value equation, and the significance of storytelling in marketing. Doug emphasizes the need for consistency in customer interactions and how understanding consumer insights can lead to more effective marketing strategies.On this episode, We'll talk about:Brand Love: The importance of developing a deep, emotional connection with consumers beyond just being friends.Human-Centric Approach: Treating each customer as unique and ensuring empathetic interactions to enhance customer experience.Brand Value Equation: Understanding that brand value is derived from the experience divided by price; a greater experience allows for premium pricing.Storytelling in Marketing: Crafting simple yet emotionally resonant narratives that position the brand as the hero.Consumer Insights: Utilizing f

Title: Insider Secrets for Digital Marketing Success Part 3In this episode, we dive into the critical aspects of business operations and advertising strategies. Discover why jumping straight into campaign management can be a costly mistake and learn the essential questions you need to answer before spending your marketing budget. Our guest shares insights on customer value, conversion rates, and the importance of having a solid foundation of business metrics. Plus, we discuss the significance of quality control in lead intake and how to ensure your marketing efforts are effective. Tune in for valuable tips on optimizing your business's advertising approach!On this episode, We'll talk about:Minimum KPIs for Advertising: Importance of understanding customer value and lead generation capacity before starting advertising.Conversion Tracking: The significance of proper conversion tracking, including setting up pixels and connecting CRM systems to ad platforms.Customer Consent: The necessity of obtaining explicit c

Title: Insider Secrets for Digital Marketing Success Part 2In this episode, join Steffen Horst and digital marketing expert Navar Hopkins in Part 2 of their insightful series on how small businesses can thrive through digital advertising. Discover the essential strategies for effective advertising, explore the latest ad channels like local service ads and DemandGen, and learn how to avoid common pitfalls. With over 15 years of experience, Navar shares her expertise on budget allocation, conversion tracking, and the importance of data-driven decision-making. Don't miss this opportunity to elevate your digital marketing game!On this episode, We'll talk about:Advertising Strategies: The importance of location targeting and time zone considerations when running ads, particularly in the U.S. market.Conversion Tracking: The significance of using Google Tag Manager for efficient tracking and how it can improve site speed and diagnostics.Primary vs. Secondary Conversions: Understanding the difference between primary

Show Notes:In this episode, we kick off the first part of a special three-part series on how small businesses can grow through digital advertising. In today’s discussion, we dive into Google Search and Performance Max (PMAX) campaigns, exploring how small businesses can maximize their advertising efforts with the power of automation and AI-driven insights.Joining Steffen, is Navah Hopkins, a brand evangelist at Optmyzr, an award-winning PPC management suite powered by AI and machine learning. Navah brings over 15 years of digital marketing expertise, having worked for major brands like WordStream and NSE Digital. As a passionate innovator and data-driven strategist, Navah offers key insights into how small businesses can navigate the ever-evolving world of digital marketing.What You’ll Learn in Part 1: • What is Google PMAX and how it integrates various campaign types • Why 50+ conversions per 30-day period is essential for PMAX success • The importance of video content in PMAX campaigns • How small businesse

In this Performance Delivered episode, Steffen Horst interviews Dawn Muller, CMO at Vitech, about the vital role of inter-functional coordination in achieving digital marketing success. Dawn shares her marketing journey, extensive experience in B2B marketing within the tech and professional services sectors, and her position at Vitech. The conversation explores the concept of market orientation, emphasizing the necessity of customer and competitor focus alongside inter-functional collaboration. Dawn highlights the importance of teamwork between sales and marketing and how organizations can enhance alignment and communication to improve marketing strategies, product development, and customer focus. Practical insights and emerging trends for SaaS companies are also discussed, offering valuable advice for establishing a successful inter-functional coordination framework.In this episode, we will talk about: • Introduction to Performance Delivered • Meet Dawn Muller: CMO at ViTech • Dawn’s Journey into Marketing •

In this episode of Performance Delivered, Steffen Horst sits down with Peter Mahoney, CMO at Goto, to explore the intricacies of marketing investments. Peter shares his expert tips on how to determine the right amount to spend on growth and how to prove it’s worth the investment. From understanding essential metrics and the hidden costs of customer acquisition to practical steps for measuring and improving ROI, this episode is packed with actionable insights for startups and established companies.Show NotesHow much should you invest in growth, and how can you prove it’s worth it?In this episode, Peter Mahoney, the CMO at Goto, dives into the complex equations and strategic decision-making behind determining marketing investments and their ROI.In this episode, you’ll discover: • The essential metrics every company should track for effective marketing investment. • Key considerations for startups versus established companies when planning growth strategies. • The hidden costs in customer acquisition and how to

In this episode of “Performance Delivered,” Steffen Horst is joined by Asaf Wolff, SVP of Growth and Experience at the University of the People, to discuss the transformative role of marketing automation and technology in student recruitment and global outreach. Discover how Asaf drove a 500% growth in student numbers at the world’s first nonprofit, tuition-free, American-accredited online university. Learn the strategies behind reducing acquisition costs, creating personalized marketing funnels, and ensuring student satisfaction to drive word-of-mouth growth.Key Takeaways: • The secret to reducing acquisition costs per student • How personalized marketing funnels lead to skyrocketing enrollment rates • Challenges faced during the integration of marketing automation tools • The pivotal role of student satisfaction in driving word-of-mouth growth • Strategies for maintaining a consistent brand message across diverse demographicsMentioned in This Episode: • University of the People • Asaf on LinkedInPodcast Des

In the rapidly evolving world of digital marketing, the intersection of artificial intelligence (AI) and human creativity is reshaping the landscape. Are you prepared to harness the power of AI while preserving the invaluable human touch? Dive into this enlightening episode to discover how industry leaders are navigating this dynamic shift.In this episode, we are joined by David Stark, the Chief Marketing Officer at Openstream. With over 25 years of experience in growth marketing and digital practices, David has worked with top-tier companies like IBM, Stratasys, and 3D Systems. At Openstream, a pioneer in multimodal conversational AI, David shares his insights on the role of digital marketers in the age of AI. Learn how AI is transforming marketing strategies and what it means for the future of human creativity in this field.We’ll cover:David's journey from aspiring ad agency professional to CMO of Openstream.The evolving relationship between AI and human creativity in digital marketing.Practical use cases f

Ever wondered how to stand out in a crowded market? This episode dives into the art of building a challenger brand with insights from an industry expert who has done it time and again.In this episode of Performance Delivered, we are joined by Dhiraj Kumar, the Chief Marketing Officer at Dashlane, a leading password management platform protecting 2.5 billion credentials. Dhiraj brings a wealth of experience from scaling multibillion-dollar businesses at companies like Facebook, PayPal, and Bluevine. He shares his journey and the strategies he uses to turn Dashlane into a formidable challenger brand in the credential security industry.We’ll cover:Dhiraj’s unconventional career path from engineering to marketing.The critical challenges faced when rebranding Dashlane for business and consumer markets.Strategies for competing against well-established brands with limited resources.The importance of having a clear and distinct point of view as a challenger brand.Tips for hiring the right team to drive a challenger b