Are you feeling the shift in how B2B buyers are researching and purchasing solutions? In today's landscape, shaped by new AI technology and ongoing economic pressures, the traditional marketing playbook is no longer enough. This episode of FiredUp! dives deep into the data and trends revealing why buyers are more self-reliant and how AI is acting as a "gatekeeper" to their shortlists. Join us as we explore what this means for your content strategy and how you can adapt to meet buyers where they are. This week, episode 104 of the FiredUp! podcast is about how B2B buyer behavior is changing! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, the Firebrand team shares the tremendous role of AI in buyer research and actionable steps you can take right now to build substantial brand trust. 

Morgan and Nicole discuss:

• The impact of AI and AI-powered search on B2B buyer behavior and marketing strategies.
• The evolving role and structure of buyer committees in the purchasing process.
• The increasing importance of brand trust, user reviews, and third-party validation.
• Navigating economic pressures: adapting product offerings, pricing, and marketing to tighter budgets and longer sales cycles.

Do you have content that speaks to the different personas on a buying committee? Think about your full-funnel content journey and where you have gaps.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Are your senior executives ready for media interviews? In today's competitive landscape, being an effective spokesperson is a crucial skill, yet many leaders are unprepared for the challenges of an interview. On this episode of FiredUp!, Morgan McLintic and Chris Ulbrich discuss the fundamentals of spokesperson readiness, from mastering key messages to handling tough questions and ensuring your message is heard. This week, episode 103 of the FiredUp! podcast is about how to be a great spokesperson! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, the Firebrand team shares why it is important to have a senior executive as a spokesperson and actionable steps you can take right now to prepare your executives to give awesome interviews. 

In this episode, Morgan and Chris discuss:

• Understanding the role of a spokesperson and the importance of aligning your agenda with a journalist’s.
• The difference between marketing messages and media messages, and the importance of internalizing the media messages before the interview.
• How to build professional relationships with reporters the right way.
• The importance of taking the time to prepare for an interview and how your PR team should help you.

Think about the last time you or a senior leader did a media interview. Were you truly prepared? Share this episode with your team and start preparing for your next opportunity.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Is your content getting lost in the "sea of sameness" created by generative AI?  Are your website visitors bouncing before you can capture their interest? As B2B buyers become more dependent on AI for their initial research, it's harder than ever to stand out and capture valuable first-party data. On this episode of FiredUp!, Morgan McLintic and Nicole Pytel discuss why interactive content can be the solution to these challenges, helping you boost engagement, collect rich data, and differentiate your brand. This week, episode 102 of the FiredUp! podcast is about interactive content in the AI era! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, the Firebrand team shares the importance of interactive content in the new era of AI and actionable steps you can take right now to optimize the way you use the data collected through interactive content. 

Morgan, and Nicole discuss:

• The rise of interactive content due to AI, allowing for quick content creation and consumption changes.
• The value of assessments in providing actionable advice and adding value to the user.
• How to best use data collected from interactive content in things for lead nuturing and sales insights.
• Best practices for distributing and promoting interactive content, including paid and organic channels, email, and employee sharing.

Think about an existing lead generation asset you have, like a guide or playbook. How can you turn it into a more interactive, "choose your own adventure" experience?

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Are you a startup founder looking to disrupt an industry with AI, but unsure how to secure significant funding? Do you want to understand what it takes to get noticed by top-tier VCs and build a category-defining company? 

In this episode of Funded, we speak with Aaron Cannon, Co-founder and CEO of Outset, an AI-moderated research platform, as he shares the incredible journey of closing their $17 million Series A funding. Discover how Outset leveraged AI to create a new market category, achieved rapid customer adoption with global brands, and navigated the complexities of fundraising from Y Combinator to a successful Series A.

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

Aaron is the co-founder and CEO of Outset, where he’s leading the development of the world’s first agent-led research platform powered by AI-moderated interviews. He brings over a decade of experience in product strategy and leadership from roles at Tesla, Triplebyte, and Deloitte, with a passion for building tools that bridge design, business, and user research. Aaron studied economics and entrepreneurial leadership at Tufts University and continues to mentor young innovators.

Aaron, Morgan, and Chris discuss:

• What AI-moderated research is, how it enables companies to understand human behavior.
• How Outset's AI presents questions via voice and text, allowing participants to respond with video, voice, or screen share.
• Aaron's prediction that AI-moderated research will eliminate the distinction between quantitative and qualitative data.
• The process of securing $17 million in Series A funding led by 8VC.
• Why choosing the right individual partner is more important than the firm itself.
• How Y Combinator provides brand cachet, a supportive community, intense focus, and a structured environment.
• That fundraising is primarily about storytelling and the importance of continuously refining your narrative based on feedback.

Aaron Cannon's journey with Outset AI provides a masterclass in securing venture capital by building an innovative product, understanding your market deeply, and mastering the art of the fundraising narrative.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH AARON CANNON:

LinkedIn

Outset

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Executive visibility has become a key priority for startups, but with the rise of LinkedIn and the impact of AI, the rules have changed. In this episode of FiredUp!, Morgan McLintic, Chris Ulbrich, and Nicole Pytel discuss why executive visibility is having a moment, how to get your CEO's content to stand out, and the crucial commitments required for a successful campaign. This week, episode 101 of the FiredUp! podcast is about how to raise the profile of your CEO! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, the Firebrand team shares the different methods of elevating your CEO's public profile and personal brand and actionable steps you can take right now to boost your CEO’s visibility. 

Morgan, Chris, and Nicole discuss:

• Executive visibility is a key priority for startups because content shared by executives averages three times the engagement of the same posts from corporate pages. The CEO's profile can lift the entire company's brand, making the executive a key asset for driving sales.
• LinkedIn is a top platform for thought leadership, but AI's influence has made it easier to generate content, while also making it harder to stand out with quality.
• Thought leadership requires "leading thoughts" and a real commitment, not just visibility. The executive must have a strong point of view and a willingness to participate, as the big ideas for content should come from them, not the PR team.
• Authenticity and multi-channel presence are essential for building a personal brand. An executive visibility campaign should extend beyond LinkedIn to other channels like podcasts, company blogs, and newsletters to build a community and leave a lasting impression.

Do you have a CEO who is willing to take the personal risk and put in the time to build their public profile? Evaluate your executive's desire and commitment before starting a campaign.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Are you trying to name a new startup or product in the age of AI search? With brand credibility and discoverability being more critical than ever, the old rules of naming no longer apply. Tune into this special 100th episode of FiredUp! as we welcome back our very first guest, naming expert Anthony Shore, to discuss the latest trends and strategies for naming in the AI era. This week, episode 100 of the FiredUp! podcast is about naming in the AI Era! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, Anthony Shore shares the do’s and don’ts of naming your company in the era of AI and actionable steps you can take right now to understand the art and science of naming. 

Anthony Shore is the Chief Operative of Operative Words. Over the course of 30 years, he has introduced more than 250 product and company names to the world. Trained as a linguist at UC Santa Cruz, his BA thesis received the Chancellor's Award and Linguistics degree Honors. As Global Director of Naming and Writing for Landor Associates, he led naming, nomenclature, and brand strategy projects for Global 500 companies for 13 years. A year at Lexicon Branding and prior jobs as a photomechanical typesetter, software marketer, product manager, copywriter, and door-to-door fundraiser have shaped his real-world and holistic perspective on brand naming. In 2009, he started his agency, Operative Words, to focus exclusively on what he is good at: creating memorable and effective brand names in six words or fewer.

Anthony, Morgan, and Chris discuss:

• The impact of AI on naming trends, such as understanding user intentions even if they misspell, reducing the importance of domain names.
• How naming has shifted away from made up words and missing vowels to real, powerful language with meaning.
• The importance of balancing between cognitive load and clarity in naming.
• Rapid-fire evaluations of trending and popular company names, especially in the AI sector.

Think about your current brand or product name. Does it create productive friction to get attention, or is it clear and trustworthy? 

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH ANTHONY SHORE:

LinkedIn

Operative Words

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Are you a startup CEO or co-founder struggling to secure VC funding? Do you want to understand the intricate details of the funding process, from navigating venture capital firms to managing international complexities? In this episode of Funded, we dive deep into the real-world experience of Mark Orttung, CEO of Projectworks, as he shares the nitty-gritty of closing a $15 million Series A funding round. Discover how to build crucial relationships with VCs, demonstrate consistent performance, and strategically expand your market, even in a challenging fundraising climate.

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

Mark Orttung builds momentum in companies, creating places where people want to stay and grow. With 30+ years in tech, consulting, and product, he’s been a consultant, product visionary, VP, President, and CEO. He started at Accenture in 1988, then held key product leadership roles at Genesys, GetThere, and Rearden Commerce. At Bill.com (2007–2014), as President & COO, he guided product development and operations, designing the Bill.com payment network that processes over 1% of US GDP. He holds 40+ software patents. As CEO of Nexient, Mark turned the company around. Facing declining revenue, he used honesty, humility, and hunger to grow revenue from $34M to over $130M without offshoring or layoffs, leading until its 2021 acquisition by NTT DATA. Now CEO of Projectworks, Mark continues to lead with humility, honesty, and hunger. He believes great leadership is about setting direction, explaining why, and inviting others to join. He brings deep product intuition, operational rigor, and extensive experience.

Mark, Morgan, and Chris discuss:

• How building long-term relationships with VCs is crucial for fundraising.
• Expanding Projectwork’s product development team by 50% and growing its market presence in London and other regions.
• How the company is integrating AI into its platform, starting with proposals for new work.
• Ways Projectworks helps firms gain real-time visibility into project profitability, utilization, and resource management.
• Why Mark advises entrepreneurs to invest in long-term relationships with investors, even when not actively fundraising, to build comfort and understanding.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH MARK ORTTUNG:

LinkedIn

Projectworks

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Are you struggling to get your press releases seen in the age of AI search? With buyers increasingly using tools like ChatGPT and Perplexity for their research, traditional PR strategies need an update. Tune into this episode of FiredUp! to discover how Generative Engine Optimization (GEO) is reshaping the press release landscape and what you must do to ensure your news gets discovered. This week, episode 99 of the FiredUp! podcast is about how to GEO a press release! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, the Firebrand team shares the implications of geo for press releases and actionable steps you can take right now to best utilize press releases as the search landscape changes. 

Shane, Morgan, and Chris discuss:

• GEO vs. SEO: While SEO focuses on ranking in traditional search results with keywords and backlinks, GEO optimizes for AI-powered engine results, prioritizing authoritative information for AI models.
• Ranch-Style Content for LLMs: Move beyond the "skyscraper" model of long, all-encompassing content. Break down your longer-form content into smaller, modular "ranch houses" that LLMs can more easily digest, source, and feature in their results.
• Press Release Structure for GEO: To increase visibility in AI search, structure your press releases with clear signposting, include bullet points summarizing news directly after the headline, and express one idea per paragraph.
• Distribute on Your Website First: Wire services may no longer be the primary channel for AI search discoverability. Ensure your press release is prominently displayed on your own website, as LLMs frequently check company websites and LinkedIn profiles.
• E-E-A-T Principles Apply: Experience, Expertise, Authority, and Trust remain foundational for SEO and are equally critical for GEO. Demonstrate user experience, author knowledge, website reputation, and content accuracy to improve ranking.
• Use Multimodal Formats: Including images with alt text, tables, and audio within your press release provides more signals for LLMs, increasing the likelihood of your content being highly weighted and featured.

How will you adapt your PR strategy to the AI era? Start by evaluating your current press release format and distribution methods against these GEO best practices.

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Is your corporate blog feeling a bit… dusty? Are you questioning if the effort you put into blogging still pays off in today's fast-changing digital world? Many marketers in early and late-stage startups grapple with whether corporate blogging is dead, especially with new AI tools and shifting buyer behaviors. In this episode of Fired Up, we dive deep into the evolving role of the corporate blog, revealing how to transform it from a neglected corner of your website into a powerful content hub that drives real results and elevates your brand's authority.

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

Morgan and Nicole discuss:

• Why traditional blogging methods are no longer effective and how new challenges, like declining ROI and high bounce rates, are pushing marketers to rethink their approach.
• How AI has made it easier to produce generic content, leading to a massive increase in volume without corresponding traffic growth, and how buyers are using AI tools for top-of-funnel research, meaning they visit websites later in their journey.
• Why corporate blogs are seeing reduced direct traffic as audiences move to social channels, podcasts, and videos, making promotion and multi-channel content crucial.
• Why it's harder than ever to directly link blog posts to revenue, especially for early-stage startups that need to demonstrate immediate impact for every dollar invested.
• The importance of treating your blog as a living library of valuable content that addresses specific audience pain points and strategic themes.
• How offering highly valuable content without a gate can drive significant traffic and why developing strong, authoritative perspectives from internal experts (like CTOs or PMMs) on your blog is crucial for standing out.
• Strategies for leveraging organic social media, newsletters, and direct outreach from sales teams to maximize the reach and impact of your blog posts, turning them into fodder for diverse content formats.

The corporate blog isn't dead; it's evolving. The bar for impactful content is higher than ever, demanding more effort and strategic thinking. But as you've learned, when done right, your blog remains a central pillar of your content marketing, fueling other assets and driving crucial conversions. 

How will you elevate your blog to meet today's demands and drive your startup's growth? Share your thoughts, and don't forget to subscribe to Fired Up for more insights on startup marketing!

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text

Are you struggling to generate leads in the rapidly evolving Fintech landscape? With buyers increasingly using AI for their search and a surge in competitive pressure, traditional marketing tactics might not be cutting it. Tune into this episode of FiredUp to discover how FinTech companies are adapting their marketing strategies, leveraging AI, and rethinking lead generation to stay visible and thrive with Bill Rice! This week, episode 97 of the FiredUp! podcast is about driving leads in fintech today! 

Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution.

In this episode of the FiredUp! podcast, Bill Rice shares understanding what works and doesn't work with AI in lead generation and actionable steps you can take right now to make your cold outreach effective. 

Bill Rice brings over two decades of experience as a founder, executive, and investor in the online lead generation and consumer experience industry. He has a proven track record of creating, growing, and selling innovative companies and platforms. Currently, Bill serves as the Founder and Chief Revenue Officer of Kaleidico, a digital marketing agency specializing in helping mortgage lenders and law firms develop effective lead generation strategies. In addition, he operates as a principal consultant at Bill Rice Strategy Group, leveraging his expertise and network to assist fintech companies in scaling their sales and revenue growth through strategic lead generation.

Bill, Morgan, and Nicole discuss:

• How FinTechs are shifting from traditional user interfaces to embracing Large Language Models (LLMs) and AI agents..
• The concept of "vibe coding," and how it democratizes the Fintech industry.
• Why brand is paramount in the AI search era.
• Why effective cold outreach involves transparent LinkedIn connection requests and parallel emails.

How will you adapt your marketing strategy to leverage AI and attract leads in this dynamic FinTech landscape?

Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways!

CONNECT WITH BILL RICE:

LinkedIn

Website

My Executive Brief newsletter

CONNECT WITH FIREBRAND:

Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth.

Youtube

LinkedIn

X (Formerly Twitter)

Work with Firebrand

Apply to Be a Podcast Guest

Send us a text