Fixing the Game Podcast by Luke

#45 How to Get Found in AI Search: GEO, Visibility & ChatGPT with Thomas Peham, co-founder of Otterly AI

Wed, 27 May 2026 16:00:00 +0200

Ranking well on Google used to mean something. These days, it's only half the story.

Thomas Peham is the former VP of Marketing at Storyblok, co-founder of Otterly AI, and one of the leading voices in Generative Engine Optimization (GEO). His team has analysed over 100,000 websites to understand what actually drives brand visibility in AI search—and the results will change how you think about content, PR, and measurement.

In this episode, we get into why organic traffic is declining even when your Google impressions stay flat, and what the hidden impact of AI search looks like when it's not showing up in your click data. One of Thomas's clients had 1% of web conversions attributed to ChatGPT—but when they asked leads directly, 10% said ChatGPT was how they found them.

We cover the three pillars of GEO strategy (on-page, earned media, and community), why Reddit and user-generated content punch above their weight in AI results, and how the SEO/PR silo is finally starting to break down.

Key topics:

Why click data is massively underreporting AI search impact
The three content pillars that drive brand mentions in ChatGPT
How one B2B brand went from zero citations to showing up in 3 weeks
Why community marketing is having a quiet renaissance
What skillsets will define the best marketers in the next 2 years

#44 Marketing After GPTs: AI Search, Zero-Click Content & the Future of SEO with Rand Fishkin

Wed, 18 Mar 2026 13:00:00 +0100

What happens to marketing when clicks disappear?

In this episode of Fixing the Game, Luke sits down with Rand Fishkin (Co-founder of SparkToro, former Moz founder) to break down one of the biggest shifts in digital marketing: the move toward zero-click content, AI-driven search, and platform lock-in.

Rand challenges many of today’s assumptions about SEO, content, and AI and explains why most marketers are focusing on the wrong things.

🔥 Key takeaways from this episode:

Zero-click is not new (and not caused by AI)
Platforms like Google, Instagram, and LinkedIn have been reducing outbound traffic for years. AI is just the latest layer.
Traffic is a vanity metric
Less traffic doesn’t mean less revenue. Many companies see traffic down, revenue up—because users convert later, not earlier.
Stop chasing clicks. Start building demand.
The goal isn’t to drive traffic—it’s to ensure people search for you when they’re ready to buy.
“Great content” is no longer a strategy
Generic, high-quality content is now commoditized. AI can create it instantly.
What works: original, opinionated, “spiky” content that stands out.
Brand is the ultimate growth lever
Recognition and trust make every channel more effective—especially sales and outbound.
Focus on your audience, not the hype
It doesn’t matter what ChatGPT or Google does globally.
What matters: where your audience actually spends time.
Distribution has changed
Your website is no longer the main traffic driver—it’s your home base.
Attention is won on platforms like LinkedIn, YouTube, Reddit, etc.
Viral loops matter more than ever
With traffic harder to get, your product and content must be shareable by design.
Audience research is the foundation
Understanding behaviors, preferences, and channels is more valuable than ever—for both product and marketing.
Execution still beats theory
Learn how platform algorithms work and adapt. That edge is just as powerful today as it was 20 years ago.

💡 One core idea to remember:

Marketing isn’t dying.
It’s going back to what it always was:

👉 Build a brand
👉 Earn attention
👉 Create demand
👉 Show up when it matters

#43 Explosive Growth: Lessons from Uber, Revolut & Bitpanda with Irina Scarlat

Wed, 04 Mar 2026 11:00:00 +0100

What does it really take to scale companies to millions of users?

In this episode of Fixing the Game, Luke sits down with Irina Scarlat, a seasoned growth leader who helped scale some of Europe’s most disruptive companies including Uber, Revolut, and Bitpanda. Today she is CMO at Improbable and a growth advisor to fast-growing tech companies.

Irina has spent her career building and optimizing growth engines—from launching global brands in new markets to designing scalable acquisition and retention systems. In this conversation, she breaks down the principles, frameworks, and mindset behind sustainable growth.

A central theme of the episode is Irina’s definition of growth: a scientific process of problem solving. Growth, she explains, sits at the intersection of product, marketing, and data—and successful teams treat it as a structured, iterative discipline rather than a creative guessing game.

Luke and Irina explore how to diagnose growth challenges by analyzing the full funnel—from acquisition and conversion to retention and monetization—and why understanding the root cause of a problem is essential before trying to fix it.

They also dive into one of the most overlooked concepts in growth: product–channel fit. Even great products fail to scale if they rely on the wrong channels at the wrong stage. Irina explains how companies should prioritize owned channels first, then earned, and only later paid channels, once product-market fit and traction are clear.

Another key lesson: growth rarely comes from dozens of channels working at once. Instead, the most successful companies focus on a few channels that work exceptionally well, then expand as the product and market mature.

Irina also shares tactical examples from her time at Uber and Revolut, including early-stage strategies that many companies overlook today. These include “things that don’t scale”—such as community meetups, user dinners, and direct engagement with early customers. While these tactics aren’t scalable long term, they often create the foundation for word-of-mouth, network effects, and exponential growth.

Beyond tactics, the episode explores what separates good growth teams from great ones. Irina discusses how she builds high-performing teams and why talent density, ownership, curiosity, and resilience matter more than specific skills.

Finally, the conversation turns to a topic rarely discussed in growth: discipline. According to Irina, consistent execution and the willingness to show up—even when it’s hard—are often the real difference between success and failure.

In this episode, you’ll learn:

Why growth is fundamentally a scientific problem-solving process
How to diagnose growth challenges across the entire funnel
The importance of product–channel fit and choosing the right channels at the right stage
Why most companies succeed with only a few high-performing channels
How early-stage tactics that don’t scale can unlock massive growth later
The difference between a channel problem and an execution problem
How to build and lead high-performing growth teams
Why discipline and consistency are underrated growth advantages

If you’re building a startup, leading marketing, or trying to unlock new growth levers in your business, this episode is packed with practical insights from someone who has scaled some of the most iconic fintech and mobility brands in the world.

Enjoy the conversation.

#42 Redefining Commercial Strategy: Smart Growth Without Big4 BS with John James

Wed, 03 Sep 2025 17:00:00 +0200

In this episode, I’m joined by John James—a global commercial strategist and founder of Hybrency. John’s helped companies across 50+ sectors grow smarter by fixing the overlooked fundamentals of commercial strategy.

In this episode, we unpack what commercial strategy really means, why so many teams get it wrong, and how independent advisors like John are reshaping the future of consulting. John, welcome to the show!

#41 Retail’s Blindspots: Innovation, Technology & The Future of Commerce with Carl Boutet

Thu, 28 Aug 2025 12:00:00 +0200

In this episode of Fixing the Game, global retail strategist Carl Boutet joins me to unpack the hidden forces shaping the future of commerce. Drawing from his new book Blindspot and decades of international experience, Carl reveals what leaders still don’t see coming—from the real implications of AI and RFID to the broken business models retailers cling to.

We explore:

The biggest blind spots in modern retail strategy
How to spot meaningful innovation vs. hype
Why tech alone won’t save your brand—and what culture and leadership need to change

Carl also shares the mindset and tools retailers of any size need to stay relevant, curious, and customer-obsessed in an accelerated world.

#40 Magento vs. Shopify - Ecommerce Platforms, Personas & AI: The Future According to Brent Peterson

Tue, 26 Aug 2025 17:00:00 +0200

In this episode, Luke talks to Brent Peterson, CEO of Content Cucumber and Magento expert, about the pros and cons of Magento versus Shopify, the importance of leveraging AI in e-commerce, and current trends shaping the industry.

The discussion highlights Magento's speed and customization advantages, data ownership issues with SaaS platforms, the value of personalized and human-reviewed content, and the role of analytics in improving e-commerce strategies.

Brent shares his views on the future of e-commerce, potential shifts towards AI-driven platforms, and the importance of choosing the right platform based on specific business needs.

#39 - Real-World CRO Tactics: Emotional Targeting & Conversion Wins with Talia Wolf

Thu, 19 Jun 2025 09:00:00 +0200

In this episode of Fixing the Game, I’m joined by Talia Wolf, CEO of Getuplift and creator of the Emotional Targeting Framework™. We skip the fluff and dive straight into practical, high-converting strategies you can use today: emotional copy that works, landing page fixes, CTA tweaks, and tools Talia actually uses.

Plus, we spotlight her just-released book on Emotional Targeting, designed to help marketers turn browsers into buyers through deeper customer understanding.

Whether you're in B2B, SaaS, or eCommerce, this one’s full of gold.

#38 - The Future of eCommerce: Lessons from Shopify & What’s Next with Dennis Yao Yu

Tue, 27 May 2025 11:00:00 +0200

In this episode, I’m joined by Dennis Yu, Co-Founder and CEO of The Other Group, a strategic advisor helping eCommerce brands go to market & scale.

He’s a former Shopify leader who managed an $8B GMV portfolio and helped mid-market and enterprise merchants grow.

In this episode, we’ll break down the fundamentals of eCommerce, how the industry has evolved, and what Dennis learned at Shopify that shapes his outlook on the future of eCommerce.

#37 Teams in Hell: Fixing Bad Management & Building High-Trust Teams with Hugo Pereira

Tue, 22 Apr 2025 05:00:00 +0200

In this episode, I sit down with Hugo Pereira author of Teams in Hell, to talk about what really breaks teams… and how to fix it.

We dig into why modern leadership still borrows from outdated factory-era models, how goal-setting loops turn into traps, and the difference between reactive task-mode and meaningful progress. Hugo shares powerful mindset shifts and practical steps to rebuild clarity, trust, and adaptability within teams plus how deep work, simplified priorities, and team-wide ownership can completely shift performance.

This episode is for anyone who’s leading a team (or in one!) and wants to create an environment where people do their best work without burning out or falling into micromanagement chaos.

🔗 Connect with Hugo: https://www.linkedin.com/in/hugosbpereira/

#36 The 3 Systems That Scale: How to Grow Without Burnout with Yasmine Khater

Sun, 06 Apr 2025 14:00:00 +0200

In this episode, I’m joined by Yasmine Khater who’s helped businesses generate over $100M in revenue without sacrificing wellbeing.

We break down the three core systems every founder needs to scale to 7-figures: a streamlined sales engine, tested marketing that drives ROI, and a hiring approach that supports intentional growth. But we go deeper Yasmine shares how unresolved emotional triggers often show up in how we run our businesses, and what to do about it. You’ll hear real stories, practical insights, and a powerful reminder that the founder’s mindset is the business model.

If you're stuck in hustle mode or scaling in a way that doesn't align with your life, this conversation is your permission slip to build a business that works for you not the other way around.

🎥 Watch the Free Masterclass – How to Add 6 to 7 Figures: https://www.iamabsolutelysmooth.com/profits
📞 Book a 25-Min Growth Audit Call: https://www.iamabsolutelysmooth.com/audit
🔗 Connect with Yasmine: https://www.linkedin.com/in/yasmine-khater/

#35 The Evolving Role of the CMO: Strategy, Brand, and Leadership with Kyle Lacy

Thu, 27 Mar 2025 20:00:00 +0100

In this episode, I sit down with Kyle Lacy CMO at Jellyfish, book author, and seasoned growth advisor to unpack what it really takes to succeed in today’s CMO role. Kyle shares the key traits that separate average marketing leaders from great ones, the importance of tying marketing to revenue, and why strong alignment with sales, customer success, and product is non-negotiable.

We dive into brand building beyond buzzwords how internal culture and employee engagement fuel external brand success and why CMOs should revisit positioning regularly, not annually. Kyle also offers honest takes on how AI is reshaping marketing teams, the future of hiring, and why strategy will always outlast tactics.

If you're a marketing leader or aspiring to become one this conversation is a masterclass in modern CMO leadership, filled with real talk and actionable insights.

🔗 Connect with Kyle: https://www.linkedin.com/in/kylelacy/

#34 Mastering Account-Based Marketing: How to Drive B2B Revenue with Vladimir Blagojević

Tue, 18 Mar 2025 14:00:00 +0100

Traditional B2B marketing often focuses on generating leads, but most of them never turn into revenue. So what’s the fix? In this episode, I sit down with Vladimir Blagojević, co-founder of FullFunnel.io, to uncover how Account-Based Marketing (ABM) helps companies cut through the noise and close high-value deals. We break down why most marketing leads fail, how ABM changes the game, and when it’s the most effective strategy.

Vladimir shares real-world case studies of ABM in action, the key steps to running a high-impact ABM campaign, and the biggest pitfalls companies face when implementing it. We also discuss how to align sales and marketing teams, build a highly targeted hit list, and measure the right KPIs to track success. If you’re looking to take a more strategic, results-driven approach to B2B growth, this episode is packed with insights you can apply immediately.

🔗 Connect with Vladimir: https://www.linkedin.com/in/vladimirblagojevic/

#33 Community-Led Growth & Word-of-Mouth Marketing with Andy Lambert

Thu, 06 Mar 2025 06:00:00 +0100

In this episode, I sit down with Andy Lambert, co-founder of ContentCal and now Senior Product Manager at Adobe Express, to explore the power of community-led growth and word-of-mouth marketing. Andy shares the strategies behind engineering organic brand advocacy, building spheres of influence, and why psychographics matter more than demographics when targeting your ideal audience. We break down scalable word-of-mouth tactics, the ROI of community building, and how to turn authentic engagement into a growth engine. If you're looking to reduce reliance on paid ads and create a brand people love to talk about, this episode is a must-listen.

🔗 Connect with Andy:https://www.linkedin.com/in/andyrlambert/

#32 Go-To-Market Execution & Scaling to $100M with Sangram Vajre

Tue, 04 Mar 2025 14:00:00 +0100

In this episode, I sit down with Sangram Vajre, to break down the essential go-to-market strategies that separate companies that scale from those that stall. Sangram shares battle-tested lessons from scaling businesses to $100M+, what he learned working under Mark Benioff at Salesforce, and why focus is the key ingredient to winning in today’s competitive landscape. We also dive into the common pitfalls companies face when trying to grow, how to align your team around a clear market strategy, and the forcing functions that accelerate success. If you're looking for a blueprint to scale your business, this episode is packed with insights you won’t want to miss.

Connect with Sangram: https://www.linkedin.com/in/sangramvajre/

#31 Product-Led Growth (PLG) Beyond SaaS: Lessons and Insights with Andrew Capland

Fri, 28 Feb 2025 19:00:00 +0100

In this episode, Andrew Capland, a product-led growth (PLG) advisor and former growth leader at Wistia and Postscript, shares how PLG strategies can drive success beyond the SaaS world. Discover how businesses in various industries can leverage product-led principles to improve customer acquisition, engagement, and retention—without relying solely on traditional sales and marketing.

Andrew breaks down common misconceptions about PLG, reveals key strategies for implementation, and explains how companies can strike the right balance between self-serve and sales-assisted growth. If you’re looking to optimise your growth engine, scale effectively, and future-proof your business, this episode is packed with practical insights and proven strategies you can start applying today.

Connect with Andrew: https://www.linkedin.com/in/andrewcapland/

#30 Mastering Teamwork: Behavioral Science and Data-Driven Insights to Drive Strategy Implementation & Growth with Marci Schnapp

Tue, 31 Dec 2024 06:00:00 +0100

In this episode, Marci Schnapp, founder of CollabGenius, shares how behavioral science and data-driven assessments can revolutionize team-building. Discover how to identify key roles like "vision movers" and "action movers" to create cohesive, growth-focused teams and eliminate inefficiencies in collaboration.

Marci explains why traditional personality tests don’t work and reveals how her data-driven approach helps businesses uncover the true dynamics that drive success. If you’re ready to simplify recruitment, build stronger teams, and unlock the full potential of your workforce, this episode is packed with practical insights and strategies you can start using today.

Connect with Marci: https://www.linkedin.com/in/marcischnapp/

#29 Cold Email vs. LinkedIn: The Debate on Demand Generation with Bharadwaj Giridhar

Mon, 30 Dec 2024 21:00:00 +0100

Bharadwaj Giridhar, founder and CEO of Inboxpirates, explores the pros and cons of cold email and LinkedIn as demand generation tools. With insights drawn from helping clients like Google, and Microsoft, Bharadwaj compares the effectiveness of each platform, discussing when and how to use them to drive B2B growth.

He highlights the key metrics and strategies for successful outreach, explains the role of mutual connections and high-quality content in LinkedIn’s performance, and shares actionable tips for scaling email campaigns without falling into the spam trap. Whether you’re a fan of cold email or leaning into LinkedIn, this episode provides practical advice to optimise your approach to demand generation.

Connect with Bharadwaj: https://www.linkedin.com/in/goforbg/

#28 AI Agents and the Future of Marketing Technologies

Sun, 24 Nov 2024 04:00:00 +0100

In this episode, Scott Brinker, VP Platform Ecosystem at HubSpot and Chief Marketing Technologist at ChiefMartec.com, explores the transformative role of AI in marketing. From the rise of intelligent AI agents to the evolution of marketing technology platforms, Scott explains how these innovations are reshaping the industry.

He also shares insights into the new skillsets marketing professionals need to stay ahead, emphasizing the importance of strategy, creativity, and adaptability in an AI-driven landscape. Whether you’re curious about AI’s impact on marketing operations or the tools driving this change, this episode is packed with actionable takeaways for modern marketers.

Tune in to discover what the future holds for marketing and how to thrive in this new era of innovation

Connect with Scott: https://www.linkedin.com/in/sjbrinker/

#26 The Data Driven Agency Advantage: How Specialisation, Revenue Tactics, and Future Trends Are Fuelling Success with Nick Petroski, Agency Researcher

Mon, 11 Nov 2024 16:00:00 +0100

In this episode, Nick Petroski, founder of Promethean Research, uncovers the game-changing effects of specialisation on agency growth and profitability. Discover why agencies that zero in on a specific industry or service mix are seeing client lifetime value soar, with specialised agencies achieving growth rates 40% above the industry average.

Nick also reveals the revenue-generation tactics that proved effective even in the turbulent 2023 market, spotlighting partnerships as a powerful driver for scaling up. Finally, he dives into the shifting agency landscape, where freelancers, fractional roles, and innovative cross-agency collaborations are defining the future of work.

If you want to harness these insights to future-proof your agency, don’t miss this episode!

Connect with Nick: https://www.linkedin.com/in/nicholaspetroski/

#27 AI-Powered Marketing: Mike Allton on Next-Level Content Creation, Strategic Decisions, and SEO Mastery

Sun, 10 Nov 2024 08:00:00 +0100

In this episode, Mike Allton, chief storyteller at Agorapulse and host of AI in Marketing, dives into how AI is reshaping the future of digital marketing.

He shares cutting-edge tools and techniques for leveraging AI in content creation, revealing how marketers can generate impactful, relevant content at scale. Mike also explores the role of AI in data-driven decision-making, highlighting the tools that turn raw data into actionable insights across content, social media, and strategy. Finally, he unpacks the game-changing impact of AI on SEO, covering advancements in keyword research, content optimization, and SEO effectiveness in today’s landscape.

Packed with practical advice, this episode is a must-listen for marketers ready to harness AI to stay competitive and drive real results.

Connect with Mike: https://www.linkedin.com/in/mikeallton/

#25 Scale Up Faster - Deep Secrets of 300+ Companies That Doubled Revenue Each Year Over Multiple Years with Pete Martin

Tue, 22 Oct 2024 17:00:00 +0200

In this episode, Pete Martin, a six-time founder, reveals his top findings from his work on over 300 fast-scaling companies that doubled their revenue over multiple consecutive years. The insights are from his latest book, Scale Up Faster, where he uncovers the winning tactics used by the fastest-growing companies.

Pete shares real-world examples of businesses that skyrocketed by simplifying their approach, nurturing loyal customers and focusing on one growth channel. Whether it’s cold calling or content marketing, Pete explains how choosing and dominating one strategy can make all the difference.

Tune in to learn how to accelerate your business growth and foster long-lasting customer relationships that drive sustained success!

Connect with Pete: https://www.linkedin.com/in/petegmartin/

#23 Grow Fast, Stay visible, and Build an Agency That Stands Out: Jonny Tooze on Agency Success, Strategic Growth and LinkedIn Dominance

Thu, 17 Oct 2024 09:00:00 +0200

In today’s episode, we dive into how to grow an agency business at lightning speed. Jonny Tooze, entrepreneur, agency coach, and CEO of Pimms Associates, reveals the two fastest ways agencies scale: creating unstoppable hype and building an industry reputation through exceptional work. Whether you’re known for being everywhere or delivering flawless results, these approaches can catapult your agency to the next level.

Jonny also shares the secrets behind his LinkedIn success, where his personal brand generates 2.5 million organic impressions a week. Learn why personal branding is a powerful tool for visibility and how to tap into its potential without paying for ads.

Tune in for actionable insights that can help you grow fast, stay visible, and build an agency that stands out.

Connect with Jonny: https://www.linkedin.com/in/jonnytooze/

#24 Exposing the Hidden Truth & Ad Fraud in Programmatic Advertising: Claire Atkin on Google's Manipulative Strategies

Tue, 15 Oct 2024 16:00:00 +0200

In this episode, Claire Atkin, CEO of Check My Ads Institute, unpacks the critical issues plaguing the world of programmatic advertising. She delves into how advertisers are losing control of where their ads go, the hidden costs within the ad tech supply chain, and the unchecked power of Google’s monopoly in the digital advertising landscape.

Claire also highlights the urgent need for transparency, the role of ad fraud in organised crime, and how these issues impact the media industry. Join us as she discusses the ongoing efforts to hold big tech accountable and create a fairer, more transparent system for advertisers and publishers alike.

If you're curious about what's really happening behind the scenes in digital advertising, this is the episode for you.

Connect with Claire: https://www.linkedin.com/in/claire-atkin/

#22 Pure Creativity, No AI, No BS - How To Create Content That Drives Audiences To Take Action with Kevin Rapp

Sat, 12 Oct 2024 12:00:00 +0200

I had a lot of lightbulb moments in my conversation with Kevin Rapp, Chief Creative Officer and Co-founder at Ultra Friends - specialising in creating advertising content that drives audiences to take action.

Kevin has this direct, honest and cheerful approach creative work that is refreshing to listen to. He's got so much experience and in this episode you can really learn how to create better content for your advertising. Learn from Kevin who does it for clients, but also for himself - just look at his LinkedIn profile to see what I mean. He's a great inspiration and an awesome guest.

Connect with Kevin: https://www.linkedin.com/in/kevin-rapp-consulting/

#21 Breaking the Feast and Famine Cycle: Tony Wilson on Consistent Growth and Financial Stability for Digital Agencies

Thu, 03 Oct 2024 11:00:00 +0200

In this episode of Fixing the Game, Tony Wilson, fractional CFO and founder of Accquip, shares his expert insights on the financial health and growth strategies for digital agencies. Tony dives into why most agencies underinvest in sales and marketing, advocating for a 15-20% spend to drive real pipeline growth.

We also explore value pricing vs. hourly models, and the role of content marketing. If you’re tired of feast and famine cycles and want to learn how to better manage your agency's finances, this episode is packed with actionable advice on improving gross margins and positioning your agency for long-term growth.

Connect with Tony: https://www.linkedin.com/in/tony-wilson-cpa/

#20 Building Trust at Scale: Dan Englander on Agency Growth, Strategic Outreach, and Relationship Sales

Mon, 23 Sep 2024 10:00:00 +0200

In this episode, Dan Englander, CEO of Sales Schema and author of Relationship Sales at Scale, shares his proven strategies for scaling agency growth and building meaningful client relationships in a digital world. We dive into the nuances of outbound email outreach, the importance of trust in B2B sales, and how to avoid the common pitfalls of mass outreach tactics. Dan also offers a step-by-step approach to verticalizing your outreach, creating personalized campaigns, and leveraging trust-building tactics for lasting client relationships.

Connect with Dan: https://www.linkedin.com/in/danenglander/

#19 Dominating Google Ads: Insider Strategies to Overcome Challenges and Boost Your Campaigns with Boris Beceric

Fri, 30 Aug 2024 10:00:00 +0200

In this episode, I team up with Google Ads expert Boris Beceric to uncover the cheat codes that will help you take control of your campaigns, even in the face of increasing automation and shrinking control. We dive deep into the strategies that big brands use to dominate, and reveal how you can apply these tactics to your own business, regardless of size. From cracking the code on Performance Max campaigns to making the most out of limited data, this episode is all about empowering you to play by your own rules and beat the system at its own game. If you’re ready to break free from the constraints of big tech and take your Google Ads game to the next level, this episode is your playbook.

Connect with Boris: https://www.linkedin.com/in/borisbeceric/

#18 How to Turn Your Business into a Sellable Asset, Agency Growth and Successful Exits with Jonathan Baker

Sun, 25 Aug 2024 11:00:00 +0200

In this episode, I have an insightful conversation with Jonathan Baker, co-founder of Punctuation, where we dive deep into the art of transforming your agency into a valuable, sellable asset. Jonathan shares his experiences and strategies for achieving sustainable growth, from the early stages of scaling to navigating the complexities of M&A transactions. We discuss what it takes to position your agency for success in today’s competitive market, how to benchmark effectively, and the critical steps you need to take to ensure a smooth and profitable exit.

Connect with Jonathan: https://www.linkedin.com/in/jonathandavidbaker/

#16 The Innovative Growth Hacks for Personal Finance Startup - Making Splint Invest a Leader in Alternative Investments with Dmitry Patuk

Fri, 16 Aug 2024 10:00:00 +0200

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Special Gift to all my listeners worth 60 EUR, download the app and register with the code LUKE and you'll receive a welcome bonus towards your first investments. It's the first time I promote a product on my podcast, but this is a special case and I'm a user & fan myself so I thought to spread the love for the app. Please note that this is not a financial advice and you need to make your own decisions to invest your money. Investing in the alternative assets is risky and you can lose all your money.
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In this episode of the Fixing the Game Podcast, I sit down with Dmitry, Co-founder and Head of Growth at Splint Invest. We met a year ago in June 2023 at our Growth Hacking Meetup in Zurich, where he was presenting his growth strategy. We hit it off immediately because Dmitry has a similar allergy to paid media and we were able to talk about organic ways to grow.

Dmitry brings over 13 years of experience in marketing and growth, having successfully scaled digital startups across various geographies.

We dive deep into the strategies that propelled Splint Invest's growth without relying on massive advertising budgets. Dmitry shares insights on leveraging content marketing, affiliate partnerships, and smart customer engagement tactics to outsmart bigger competitors. Discover how Splint Invest engages users in the world of personal finance and alternative investments, making topics like art, luxury goods, and collectibles accessible and exciting to private investors.

Dmitry also unpacks the importance of understanding your target audience, optimising user experience, and maintaining a steady growth trajectory.

This episode is filled with actionable insights, growth hacks, and practical tips on personal finance. Whether you're a marketer looking to scale your business or an investor interested in alternative assets, this episode has something for you.

#17 Boost Your Shopify Game: Paid Media Secrets and Data-Driven Advertising with Noah King

Fri, 16 Aug 2024 08:00:00 +0200

In this episode, I sit down with Noah King, a digital marketer and the mastermind behind Popsixle, to explore the secrets of paid media and data-driven advertising for Shopify stores. We dive into how Noah’s innovative approach to data collection and optimization is transforming smaller e-commerce campaigns, giving them the tools to compete with the big brands.

I was impressed with Noah's clarity and ability to obtain insights and apply them to build a better product.

From revealing Meta's algorithm secrets to discussing the future of AI and automation in advertising, this conversation is packed with actionable insights. We also touch on Noah’s strategies for personal branding and content creation, offering valuable tips for anyone looking to stand out in the crowded digital landscape. Whether you're a seasoned marketer or just starting out, this episode is a treasure trove of advice to help you grow your e-commerce business.

Connect with Noah: https://www.linkedin.com/in/digitalnoah/

#15 Mastering Organic and Original Content Marketing with Andy Crestodina: SEO, AI, and Content Strategies

Mon, 05 Aug 2024 21:00:00 +0200

Andy Crestodina, a renowned expert in SEO and content marketing, shares his wealth of knowledge and experience in this insightful episode. Andy has been at the forefront of digital marketing for years, and his systematic approach to SEO and content creation is nothing short of impressive.

We delve into the evolving role of marketing agencies and the impact of AI on SEO. Learn his detailed collaborative workflow for creating original content that lives forever and how small businesses can leverage AI to boost their enquiries.

Connect with Andy here: https://www.linkedin.com/in/andycrestodina/

#14 Learn How to Grow Your Agency or Your Professional Services Business - Fundamental Lessons for Agency Owners from a Seasoned Coach for Agencies - Karl Sakas

Thu, 01 Aug 2024 19:00:00 +0200

This is a "must listen" for all agency owners and owners of professional service companies.

Karl Sakas is one of the most recognised and experienced agency coaches in the world, he worked with hundreds of companies and it was a pleasure to talk to get his insights. Karl has a ready made framework and answer to all challenging questions and his systematic approach is impressive.

We covered a lot of ground and I personally learned so much from this episode and I'm grateful to share it with all who are interested in growing their B2B service business. Although most of the lessons are universal for all types of companies! Enjoy!

#13 Podcasting and Audio Marketing as Growth Strategy & Content Marketing Amplifier with Nico Leuenberger - Podcastschmiede

Thu, 25 Jul 2024 14:00:00 +0200

Nico Leuenberger, the CEO at Podcastschmiede is considered the podcasting pioneer in Switzerland. We met when I was exploring the opportunity to create my own podcast and Nico gave me some very helpful advice.

In this episode, which we recorded at Podcastschmiede's studio we're diving into the transformative power of podcasts in audio & content marketing, exploring everything from the role of video to the ROI of podcasting.

Discover how podcasts can boost your brand, engage your audience, and integrate seamlessly with other marketing channels. Nico shares insider tips on selecting the right guests, maximising reach, and leveraging the latest trends and innovations in the podcasting world.

We're also discussing native ads in podcasts and the newly launched advertising platform for brands that want to win visibility on podcasts without creating their own content.

Don't miss this episode packed with actionable insights and game-changing strategies!

Connect with Nico: https://www.linkedin.com/in/nicolas-leuenberger/

#12 LinkedIn Secrets for Personal Brand Building and Impactful Content Creation with Sara Lattanzio

Sun, 14 Jul 2024 19:00:00 +0200

I've known Sara Lattanzio for a few years now, she's managed to build her personal LinkedIn account to more than 37'000 followers. She's recently joined Stryber as their head of marketing and we're talking about her lessons in personal branding, building B2B brands and content creation. There are some real nuggets in this conversation for everyone who wants to improve their corporate or personal brand awareness. Sara is a practitioner so this episode is filled with useful and applicable techniques and strategies.

#11 Challenges, Growth & Exit Strategies of Digital Agencies with Agency Coach & Consultant Janusz Stabik

Wed, 10 Jul 2024 18:00:00 +0200

I met Janusz Stabik, the founder of gyda.co a year ago when we seeked out some coaching for our agency business. Janusz and his team have tons of insights to various agencies of different sizes and profiles. I'm discussing with him the typical challenges of the agency business, including exit strategies, mental health of founders, profitability and much more.

#9 Tips to Work with Agencies for Business Owners and Combating Advertising Monopolies with Valerio Stallone, PhD @ Zurich University of Applied Sciences (ZHAW)

Thu, 04 Jul 2024 22:00:00 +0200

It was a pleasure to reconnect with Dr. Valerio Stallone to discuss the evolution and the role of agencies and their impact on performance.

We also discuss the monopolies such as Google, meta and other big tech companies. We brainstorm ideas to find alternative strategies for growth.

I particularly enjoyed this one as Valerio also asked me a lot of questions turning this episode into a true conversation between two passionate minds.

#10 Getting the Most Out of Google Ads and How to Play the Game with Google Premier Partner Amy Hebdon

Wed, 03 Jul 2024 21:00:00 +0200

In this episode I'm talking to a Google Premier Partner in the US Amy Hebdon in an attempt to better understand her approach to get the most of Google Ads. She has a unique and pragmatic approach to making Google Ads work and we cover a lot from growth strategies to how to talk to the account managers at Google.

#8 Business Growth Drivers for 2024 and Beyond - Growth Talks with David Arnoux

Thu, 27 Jun 2024 16:00:00 +0200

It was a pleasure to reconnect with David Arnoux, CEO at Growth Tribe, the leading EdTech company in Europe. David shares his growth insights from his work with hundreds of organisations and has unique views on the role of education in the company development and its performance. He's also one of the growth hacking pioneers in Europe and he shares many practical insights from his own research and experiments.

#7 Boosting your Data Quality and nDSG / GDPR Compliance for Swiss Businesses - Advance your Analytics with Evelyn Thar

Mon, 24 Jun 2024 13:00:00 +0200

Evelyn is one of the first people I've met when I came to Zurich. I remember she was very kind and invited me to speak at her Analytics meetup back in 2015. Dr. Evelyn Thar is the CEO of Advance Metrics and knows the data quality and compliance inside out. In this conversation we look at how to improve data quality, whilst complying with nDSG and GDPR in Switzerland and Europe. It's the most fun I've ever had talking about legal stuff and compliance.

#5 Navigating Ever Changing Google Ads Ecosystem for Your Small Business - Pragmatic Tips from Norman Irion

Mon, 03 Jun 2024 22:00:00 +0200

Norman Irion is one of the Google Ads industry veterans, currently providing online marketing consulting for SMEs.

In my conversation Norman is sharing some dark secrets of Google Ads and provides tips for business owners on how to save money and improve their performance.

We're only scratching the surface here and the episode is meant to give a general overview of some of the challenges related to running Google campaigns and how's the industry changed over the years.

#6 Exposing Google Ads: Hidden Dangers for SMEs with an ex-Googler and Google Trainer Lucia Yapi

Thu, 30 May 2024 09:00:00 +0200

The Google Ads ecosystem has evolved from always profitable ads in the '00s to a greedy money making corporate machine. In my conversation with Lucia Yapi, one of the OGs of Google Advertising in Europe, we're not only looking at the developments at Google, but also alternatives to Google Ads and give practical tips to business owners and marketeers. We cover channels such as SEO, personal branding, Google Merchant Centre for e-commerce and more.

The talk is practical and a great recap also for those who aren't that close to Google Advertising.

#4 Growth Hacking B2B Sales Outreach with No Paid Media Involved with Dennis Teichmann

Sat, 25 May 2024 15:00:00 +0200

I'm talking to Dennis Teichmann, who sold his SaaS HR company in 2023. Dennis is currently involved in a number of ventures as an investor, founder or advisor.

We talk about B2B sales and lead generation without spending a lot of money on advertising. He shares his secrets and advice on how to win first clients. I appreciate his directness and pragmatism when it comes to sales and marketing. We also talk about tools stack, which is useful for anyone hacking growth in the B2B segment.

#1 Understanding and Interpreting Your Digital Analytics, GA4 and others with Andrew Hood

Mon, 15 Apr 2024 23:00:00 +0200

My first ever episode is a conversation with my dear friend Andrew Hood. He's a digital analytics expert with hands on technical experience and high commercial awareness. I met on my first stop in the UK in 2005 and I've always admired how he can break down complex businesses to the fundamental business terms.

In this episode we'll learn how to approach data analytics if you're not a data scientist or analyst. My aim with this episode is to show that it doesn't have to be that complicated and demonstrate how important it is to understand and interpret your own data.

#2 Use Data to Your Advantage & Exploit the Big Tech Media Setup with Gergely Kalmár

Mon, 15 Apr 2024 23:00:00 +0200

Gergely is one of the smartest and boldest data scientists that the digital media has seen - we cover some fundamental analytics topics and focus on finding ways to improve your campaigns. This episode is interesting to all companies who spend money on advertising on Google, meta etc.

#3 Hacking B2B lead generation & sales with Joël Capt CEO & Founder at Peakora

Fri, 12 Apr 2024 10:00:00 +0200

I've known Joël Capt since his Beekeeper years, back then he contributed to our Growth Hacking Meetup in Zurich and even presented once. This was years ago, today he's the CEO of Peakora and we're talking about his experiences with lead generation for startups, focusing on universal frameworks how to generate first opportunities. These universal lessons are applicable to any business!