This B2B Digital Marketing Insider Podcast episode, host Aia Laser sits down with WOW marketing pioneer John Dwyer to decode what truly makes customers stop, remember, and act, even in highly technical B2B categories. Together, they unpack how B2B companies, especially those in deep-tech, engineering, SaaS, and enterprise solutions, can identify and apply a WOW factor that drives real differentiation. Exploring the mechanics of building unforgettable experiences across B2B digital marketing.

Aia and John explore what makes buyers stop, remember, and take action, especially in long sales cycles where engineering teams and CTOs drive decision-making. John explains how organizations can identify their standout “WOW moment,” validate it, and integrate it into product positioning, sales enablement, and SEO for B2B funnels.

If you’re working on deep-tech messaging, sharpening your SEO for B2B positioning, or preparing your team for upcoming B2B marketing workshops, this conversation offers actionable guidance for building memorable, trust-driven campaigns in an AI-powered world.

Chapters

(00:00) – Welcome to the B2B Marketing Insider with Aia Laser
(00:33) – Introducing Guest John Dwyer & The Institute of WOW
(01:00) – What Is the WOW Factor? Core Framework Explained
(03:42) – Can Every Company Have a WOW? Misconceptions & Reality
(05:14) – WOW in B2B: Long Sales Cycles, Committees, and Deep-Tech Products
(06:47) – Turning Technical Features Into Emotional WOW Messaging
(08:12) – Finding the WOW for B2B Customers
(09:14) – Real Examples: Incentives, Offers & Creative Hooks
(12:58) – How John Identifies the First High-Impact WOW
(15:54) – Applying WOW in Heavy Manufacturing & Engineering Industries
(19:40) – Balancing Technical Depth vs. Creative Messaging
(20:44) – B2B Targeting Challenges: Finding the Right Audience
(24:35) – The Human Touch: Why Classics of Marketing Still Work
(27:28) – Navigating Misinformation, AI Content, and Buyer Skepticism
(30:59) – The Importance of Testimonials for Trust & AI Engines
(33:24) – The Power of Humor in Modern Marketing
(38:57) – “Wasted WOWs”: When Companies Choose the Wrong Hook
(43:01) – Do WOW Factors Need Refreshing or Stay Constant?
(46:18) – Can Companies Have Multiple WOWs?
(48:24) – Incentives and Free Offers: When WOW Works (and When It Doesn’t)
(52:25) – Crafting a WOW That Stands the Test of Time
(57:23) – Where to Learn More: John’s Workshops & Resources
(58:20) – Exploring a Future Case Study with John
(01:03:52) – Why Incentives Are Needed for Non-Tech-Savvy Audiences
(01:06:23) – Closing Remarks with Aia Laser & John Dwyer

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• (00:00) - – Welcome to the B2B Marketing Insider with Aia Laser

Join us on this his B2B Digital Marketing Hub episode, examine Google’s Generative Search Experience (SGE) and its impact on market research, SEO marketing, and advertising. Discover why this shift from traditional keyword-based search is so vital for capturing today’s consumers, whose expectations for personalized experiences are constantly growing.

We break down the major advantages of deploying SGE, including faster content creation, improved SEO, and streamlined audience targeting. Listen in as we discuss best practices for integrating these AI-driven insights into your overall marketing funnel, ensuring better brand visibility and engagement.

We’ll also spotlight potential pitfalls, from ethical questions to data privacy concerns, to ensure you adopt AI marketing solutions responsibly. Learn how to build trust while capitalizing on advanced AI functionality for better ROI and customer satisfaction. Tune in and discover how to transform your marketing approach with Google’s next-generation technology.

Chapters:

(00:00) B2B Digital Marketing Hub Podcast

(00:44) How Google’s SGE Redefines Marketing

(01:20) Embracing Innovation in Marketing

(01:48) Understanding Generative AI

(02:10) Implications of Generative AI

(02:31) Evolution of Search: The Emergence of SGE

(02:53) Differentiating SGE

(03:10) Leveraging SGE for Market Research

(03:31) Enhancing Audience Understanding

(03:51) Optimizing Content Creation with SGE

(04:11) Fostering Creativity

(04:29) Enhancing SEO with SGE

(04:51) Personalization and Targeting

(05:27) Real-Time Adaptation

(05:46) Driving Efficiency in Advertising

(06:04) Precision Targeting

(06:21) Overcoming Challenges and Limitations

(06:38) Ethical Imperatives

(06:52) Q&A: How SGE Differs from Traditional Algorithms

(07:28) Q&A: Content Creation and Optimization

(08:06) Q&A: Advertising Efficiency and ROI

(08:41) Q&A: Key Challenges for Businesses

(09:12) Conclusion on Google’s SGE

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• (00:00) - B2B Digital Marketing Hub Podcast

This B2B Digital Marketing Hub episode brings together seasoned expertise and forward-thinking strategies on the B2B Marketing Insider podcast. Host Aia Laser engages with Dana Shterman, Director of Digital Marketing at PlaxidityX, with two decades of experience across diverse industries.

Dana discusses her transition from traditional offline marketing to digital innovation, sharing how limited budgets and targeted data analysis paved the way for her success. Her approach of integrating rigorous data analytics with compelling content creation is both refreshing and inspiring.

The conversation delves into the practical applications of AI, A/B testing, and emerging trends like digital twinning, offering listeners real-world tactics to optimize their marketing strategies. Discover how to balance analytical precision with creative flair to drive impactful campaigns.

Listeners will gain actionable insights on how to harness the power of both analytics and creative strategy. This episode is a must-hear for B2B marketers seeking to stay ahead of the curve in an ever-evolving digital world.

Chapters:

(00:00) – Welcome to the B2B Marketing Insider with Aia Laser and Guest Dana Shterman 

(00:41) – Digital Marketing Career of Dana Shterman from PlaxidityX Automotive Security

(01:44) – Insight Agents: The Role of AI in Shaping Digital Marketing in 2024, 2025, and Beyond

(06:17) – From Tradition to Digital: Personal Story Behind Data-Driven Decisions

(13:18) – Decoding KPIs: Mastering Metrics Across Marketing Channels

(18:56) – The Personal Touch: The Power of Personalization in B2B Marketing

(27:28) – Creative Data: Balancing AI-Driven Testing with Authentic Creativity

(30:31) – Closing Remarks of the B2B Marketing Insider with Aia Laser and Guest Dana

 
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• (00:00) - – Welcome to the B2B Marketing Insider with Aia Laser and Guest Dana Shterman

Are you struggling to rank higher on search engines? In this B2B Digital Marketing Hub episode, we break down the essentials of an SEO audit and why it’s critical for your website’s success. From identifying technical issues like broken links and page speed problems to optimizing your website for mobile compatibility, SEO audits offer a comprehensive roadmap to improved rankings.

Learn how expert SEO auditors analyze your site’s structure, on-page elements, and off-page strategies to craft actionable insights. We’ll discuss how even small improvements in areas like code optimization and keyword strategy can lead to significant traffic boosts.

Whether you run an e-commerce site or a content-driven platform, this episode provides valuable tips to get your website noticed. Tune in to discover how SEO audits can set the foundation for long-term digital marketing success.

Chapters:

(00:00) Intro to SEO Audits

(01:26) What is an SEO Audit?

(02:11) Why is this so important?

(03:53) A proficient company’s search report

(05:25) Outro on proficient SEO Audit

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• (00:00) - Intro to SEO Audits

In this B2B Digital Marketing Hub episode, we break down everything you need to know about CLS, or Cumulative Layout Shift. CLS measures visual stability and has been a ranking factor since 2021 as part of Google’s Core Web Vitals. We’ll explain what CLS is, why it matters for user experience, and how it impacts your website's SEO performance.

We’ll also explore common causes of high CLS values, such as improperly defined image dimensions, dynamic content, and external ads. Understanding these factors is key to identifying and resolving CLS issues.

Finally, we’ll share practical tips for optimizing CLS, from using the CSS Aspect Ratio feature to pre-defining dynamic content. Whether you're a web developer or an SEO professional, this episode provides actionable insights to improve your site's performance.

Chapters: 

(00:00) Intro to What is CLS and what does it stand for?

(01:24) What causes a high CLS value?

(01:59) How can we pre-define image dimensions in a responsive web design?

(02:51) What else can be done to improve CLS scores?

(03:49) Outro on Cumulative Layout Shift

• (00:00) - Intro to What is CLS and what does it stand for?

SEO can help podcast creators reach broader audiences by ensuring their shows are easier to find on search engines and podcast platforms. This B2B Digital Marketing Hub episode will teach you the essentials of podcast SEO, including keyword usage, title optimization, and backlinking strategies.

Effective podcast SEO involves making your content accessible and relevant. From transcriptions to structured episode descriptions, each SEO element plays a role in boosting your search ranking. Social media promotion, guest appearances, and creating unique show notes are just a few hacks to expand your audience base.

Join us as we delve into practical, actionable SEO tactics designed for podcasts. Learn how strategic SEO can bring new listeners to your show, increase engagement, and build a community of devoted followers. Your path to a massive podcast audience starts here.

• (00:00) - Intro to Podcast SEO Promotion Hacks: How to Gain a Massive Audience

Forget celebrity endorsements — B2B audiences crave insights from experts who know the industry from the inside out. In today’s B2B Digital Marketing Hub episode, we explore why leveraging industry influencers is the secret to capturing attention and building trust among a professional audience. From lead generation to content creation, we discuss how collaborations with these thought leaders drive deeper engagement and offer a pathway to sustainable growth.

We cover the essentials of selecting the right influencers, understanding their content style, and aligning on shared values that resonate with your audience. We’ll also share proven formats for B2B influencer partnerships, including case studies, co-hosted events, and social media takeovers, all aimed at strengthening your brand’s voice and authority.

Ready to reimagine your B2B marketing strategy?  Don’t miss this episode if you’re ready to harness the knowledge and networks of top industry professionals to build trust, drive engagement, and boost your bottom line. Join us as we uncover the steps to creating high-impact collaborations that bring measurable results and lasting industry relevance.

• (00:00) - Intro to B2B Influencer Marketing: Leveraging Industry Expertise

In this B2B Digital Marketing Hub episode, we explore how hyper-personalization is revolutionizing B2B marketing. Gone are the days of generic emails and broad marketing campaigns. By leveraging data-driven insights, businesses can create hyper-targeted messages that speak directly to client pain points and challenges. This personalized approach helps businesses stand out from the competition and build deeper connections with their clients.

We also discuss the importance of using marketing automation tools to streamline these efforts. From real-time content personalization to email workflows triggered by specific actions, automation helps deliver tailored experiences at scale. Learn how to craft dynamic content that resonates with each client’s unique journey.

Whether you're a B2B marketer looking to sharpen your strategies or a business owner seeking to improve client engagement, this episode provides actionable tips to help you personalize your marketing efforts and drive conversions.

• (00:00) - Introduction to Personalized B2B Marketing

In this B2B Digital Marketing Hub episode, we break down the essentials of driving traffic to your B2B website. It's not just about getting clicks—it's about attracting the right audience. We’ll dive into how understanding your target market is the first crucial step, and why building detailed buyer personas helps you reach decision-makers where they’re already spending their time online. Whether it’s LinkedIn, industry-specific forums, or other professional networks, knowing where to find your audience is half the battle.

We’ll also chat about why content really is king in the B2B world. From blog posts and case studies to whitepapers and webinars, the content you create needs to provide real value to your audience. We’ll explore how optimizing your content for search engines (SEO) helps boost organic traffic, and how paid ads on platforms like Google and LinkedIn can give you an extra edge. You’ll learn about smart strategies for getting your content in front of the right people and why distribution is just as important as creation.

Finally, we touch on the often-overlooked aspect of user experience (UX). Even if you’ve got the best content and top-notch SEO, a slow, clunky website can drive visitors away. We’ll share tips on making your website fast, mobile-friendly, and easy to navigate—because when the user experience is smooth, your visitors are more likely to stick around and convert. Don’t miss this practical guide to boosting your B2B website traffic.

• (00:00) - Introduction to Understanding the Foundations of B2B Website Traffic

In this B2B Digital Marketing Hub episode, we break down the big differences between SGE’s AI-powered, real-time results and the more familiar methods of traditional search. We dive into how SGE can deliver fast, personalized answers right on the search page, but also what that means for web traffic—especially for businesses relying on organic traffic.

We’ll chat about the benefits of SGE, like its quick results and how it could reshape the search experience, but we’ll also cover the risks, such as a potential drop in clicks to external sites. Plus, we’ll discuss practical tips on how businesses can adapt, optimize for SGE’s rich results, and still stay visible in traditional search rankings.

If you’re in digital marketing or just curious about the future of search, this episode will give you a clear picture of what’s ahead and how to prepare. Tune in to get insights on how to balance the impact of SGE and traditional search to keep your website and business thriving in 2024 and beyond!

• (00:00) - - Introduction to SGE vs. Traditional Search