Doom scrolling on social media is the act of spending an excessive amount of screen time devoted to the absorption of negative news. On this episode, Laura Devinsky shares her perspective on how to hook users while they're scrolling with killer creative. We answer questions like:

• What is "doom scrolling"?
• How can marketers stop users from doom scrolling?
• How will paid ads on social change with rising ad costs?
• What campaigns have done a good job capturing attention? (https://www.youtube.com/watch?v=MOU5HnH7SzY)
• What would doom scrolling look like in the metaverse?

SEO is an investment in your expertise, authority and trust. It's a long-term investment in future brand visibility, and it needs to be sold that way internally. On this episode, Geoff Kerbis zooms out to look at SEO on a more appropriate timescale, answering questions like:

• Why should companies invest in SEO?
• How do you set the right expectations to stakeholders in sales and finance?
• How do you know when to focus on SEO -vs- a website redesign?
• What other pitfalls should marketing leaders avoid?
• What role can an agency play in helping marketing leaders plan for an investment in SEO?

There are 2.3 billion monthly active users on YouTube. 400 hours of video is uploaded every second. Google generated nearly $20 billion in advertising revenue in 2020. There is plenty of opportunity for companies to run advertisements on the platform. On this episode, Laura Devinsky shares her experience managing YouTube ad campaigns, offers relevant examples and actionable takeaways. We answer questions like:

• What are some common YouTube ad types?
• Why do people use YouTube in the first place?
• What goes into building a creative strategy for YouTube ads?
• How often should campaigns refresh creative?
• What role does influencer marketing play?

Sales, marketing and customer success teams need to be aligned in B2B SaaS organizations. This helps companies grow, but also to retain net revenue and sell deeper into existing accounts. Hunter Montgomery, Chief Marketing Officer at ChurnZero, joins the show to talk about how these teams can work together to drive meaningful results. In this episode, we answer questions like:

• What’s the role of customer success within B2B SaaS organizations?
• How should organizations budget for customer success investments?
• What are the gaps between marketing, sales, and customer success?
• How should marketing teams plug in to drive customer retention efforts?
• How important is it for customer success to have strong sales skills?
• How does ChurnZero leverage their own platform for marketing?

https://churnzero.net/

In the final part of the episode, Andrew Nelson and Chris Picarde answer audience-submitted questions about how they managed to restructure client delivery teams using the Predictive Index—a talent optimization platform.

In part one of this two-part episode, Andrew Nelson and Chris Picarde share how they managed to restructure client delivery teams using the Predictive Index—a talent optimization platform. We go behind the scenes to show how Silverback Strategies coordinates across teams of technical experts, strategists and creatives to generate leads and revenue for clients. We cover:

• Setting a strong cultural foundation
• Balancing skills -vs- attributes
• A new way to organize teams around clients
• Team personalities and their strengths

Learn more at silverbackstrategies.com

You can't spell conspiracy theory without S-E-O. Geoff Kerbis joins the show to share his theories on why tech giants like Google, Amazon and Spotify are making certain changes. On this episode, speculate about questions, like:

• What's Google's real motive behind the CWV update?
• Does Amazon want to know everything about you?
• Will Amazon compete for your branded terms?
• What is Spotify's angle with podcasts?

Learn more at silverbackstrategies.com 

Keyword research can be vague and nebulous, but it doesn't have to be. Jacob Clarke joins the show to share how he approaches keyword research for SEO, including:

• why keyword research is essential for SEO campaigns
• first steps to getting started with keyword research
• how to find keyword ideas to write about
• signs of a great keyword
• tools to help with keyword research

To learn more, visit www.silverbackstrategies.com 

Measuring share of voice on search helps marketers who want to become more well known for specific key words or topics. Jordan Crawford and Alison Reyes join the show to share their experience measuring share of voice. In this episode, we talk about:

• why measuring share of voice is important for SEO
• how to measure share of voice and tools to help
• how to select competitors to measure against
• real-life example of measuring share of voice

Learn more at https://www.silverbackstrategies.com/

End-to-end measurement is the process of attributing revenue to a particular source. This is made possible when the right systems are connected together. This week, Terry Guttman joins the show to talk about his experience with end-to-end measurement. In this conversation, we talk about:

• an overview of end-to-end measurement
• common mistakes or pitfalls marketers should avoid
• capturing the right data at conversion points
• factoring in upper-funnel campaigns

Learn more at https://www.silverbackstrategies.com/