On this week's Little Talks we talk search. What it is, where it's going and how your brand can stay relevant in the age of AI SEO. AI is definitely changing the SEO playbook, but fortunately some of the same old tricks that have worked in traditional SEO still work for AI search as well.

We chat strategy, measurement and everything in between as AI platforms like ChatGPT, Gemini and Preplexity start to slowly chip away at Google Search, who is easily still the king with 90% of global search traffic—for now). And as has been the case for a couple of decades now, brands can't ignore AI SEO and the visibility it brings without losing the "top-of-funnel" as well. Early movers who are prepared are gaining authority faster and shaping how their industries are represented in conversational results. Big time stuff.

All this plus some seasonly relevant fantasy football talk and a special shoutout to our friend Siva for inspiring this episode!

—Roop, Sam, Claudia and Chelsea

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It’s Roop’s favorite time of year—HubSpot’s INBOUND marketing conference is here! This year, the event moves from Boston to San Francisco, but the awesomeness remains the same. On this week’s episode of Little Talks, the gang shares some favorite INBOUND memories and the sessions they’re most excited about for 2025.

AI and new HubSpot platform announcements are set to take center stage again, but INBOUND isn’t just about the technical updates. Every year, Roop comes back buzzing with fresh ideas from inspirational speakers like Jay Schwedelson and Neil Patel, along with sessions covering B2B marketing hacks, email tactics, content strategies, and more.

This year’s main stage will also feature some unexpected names, like Sean Evans from Hot Ones and Amy Poehler from SNL. How do they fit into a marketing conference? Roop and Claudia will report back! Plus, Anthropic CEO Dario Amodei is sure to deliver fascinating insights on the intersection of AI and marketing.

So grab your Rice-A-Roni and meet us by the Bay as we preview Roop and Claudia’s pilgrimage to San Francisco and all things INBOUND 25!

—Roop, Claudia, Sam, and Chelsea

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On this episode of Little Talks, we tackle four common B2B marketing myths and set the record straight.

First up is the idea that gated content is the only way to generate leads. While putting valuable resources behind a form can work, the hosts explain that leaning on it too heavily can actually shrink your audience and hurt your brand authority. Mixing in ungated assets—like blog posts, videos, and podcasts—helps build trust, position you as a thought leader, and keep you visible in search results. When people already trust you, they’re much more likely to say “yes” to that form later.

Next, the conversation turns to the misconception that social media is only for B2C brands. In reality, social platforms are just as powerful for B2B—but the playbook is different. LinkedIn shines for thought leadership and networking, while Instagram and even TikTok can spotlight your brand personality and show off your company culture. It’s about shifting the mindset from pushing sales to offering help, sparking conversation, and making genuine connections.

The third myth challenges the old-school notion that the marketing funnel is a straight line from awareness to purchase. Today’s buyer journey is more like a messy web, with people jumping between research, peer recommendations, and direct vendor contact. That’s why an omni-channel approach is so important—your brand should be ready to add value at every possible touchpoint, not just at a “stage” in the process.

Finally, Sam and Roop address vanity metrics. Sure, likes, followers, and views don’t directly equal revenue, but that doesn’t mean they’re useless. Think of them as your marketing “check engine light”—a signal that your content is connecting with your audience. When a post gets attention, that’s your cue to build on the momentum and channel that engagement into more measurable business results.

And join us next week for Claudia and Roop's HubSpot INBOUND 25 preview!

—Sam, Roop, Claudia and Chelsea

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On this week's episode of Little Talks we welcome back a frequent guest and friend, Mike Simmon from Grasshopper Mowers. Mike was in town from Kansas for his monthly HubSpot and CRM meeting with Roop, Chelsea, Claudia and Kendall and was kind enough to join Sam and Roop on the mics. The topic? What in marketing is still as true now as it was 10-20 years ago?

We discuss timeless marketing truths like brand consistency and knowing your customer, tactics or trends we used to swear by but wouldn't touch now and how we use AI in our day-to-day working life. And to wrap it all up: Predictions we'd stake whole marketing budgets on and looking ahead to what we think will still be true in 3-5 years from now.

It's a packed podcast full of insights and tidbits from one or favorite guests.

Have something to add to the conversation? Let us know below, and we'll see you next week!

— Sam, Roop, Mike, Claudia and Chelsea

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From catchy podcast intros to snappy TikTok snippets, this week the gang explores why sound design is still a hidden gem in the B2B world. Roop and Sam break down what makes a memorable sonic brand—like a signature melody or audio logo—and explains how these cues can be just as powerful as a company’s visual identity, instantly setting the mood and signaling who you are, sometimes before a single word is spoken

They also discuss a common misconception that "serious" industries—manufacturing, finance, or professional services—don’t need to bother with sound branding. We also make the case that this mindset can leave brands sounding generic and easily forgotten, while a well-crafted sonic identity can last for decades. So whether it’s a five-second social clip or the music on hold, every touchpoint should reinforce your brand’s personality and values.

Adding an audio identity can humanize complex offerings, increase brand recall, and even make routine interactions more pleasant. Plus, with AI-driven tools making custom soundscapes and voice experiences more accessible than ever, the B2B brands that invest in their sonic signature today will have a huge advantage as the digital landscape gets more immersive. If your brand still “sounds” like everyone else, this episode will have you rethinking your audio strategy!

—Sam, Roop, Claudia and Chelsea

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Sam is back this week to chat about being a marketing agency in the midwest. Is there a perceived bias for Midwest agencies compared to their larger city or costal counterparts? We discuss, as well as celebrate the strengths of Midwestern values—loyalty, authenticity, grit—and how they shape our marketing and client relationships.

We believe the bias is bunk, and the perception is changing. Sam shares some stories of wins and loses that reinforce this thought. The Midwestern reputation for '“'no drama," down-to-earth collaboration and straight talk is starting to win the day. 

Do Midwest agencies offer more value or stability for clients seeking long-term partnerships rather than quick wins? We think so, but what do you think? Let us know in the comments!

—Sam, Roop, Claudia and Chelsea

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This week on Little Talks, Roop is joined by a surprise duo—Grasshopper Trent (VP of Marketing at Grasshopper Mowers) and his son Andrew. Trent usually pops in at the end of the year for Trent-a-palooza, but a quick trip to Tulsa to handle some car trouble turned into a bonus Trent podcast episode this year!

Coming off last week’s Gen Z episode, it felt like perfect timing to bring Andrew into the conversation. As a younger Gen Z-er, he offers up fresh insights on how his generation is using social media, their feelings toward AI, and how they really see influencers and branded content. (Spoiler: They can spot a fake endorsement a mile away.)

Trent came prepared with a list of ChatGPT-generated questions, and Andrew delivered. From the surprising popularity of YouTube over streaming platforms to concerns around AI ads scamming older generations, this episode gives us a lot to think about as marketers when it comes to connecting with younger audiences.

It was fun, insightful, and a great preview of what’s to come when Trent-a-palooza officially rolls around in December. Until then, catch us this week on Little Talks!

— Roop, Trent, Andrew, and Claudia

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On this week’s Little Talks we’re talkin’ about Gen Z, with some insight from one of our resident Gen Z voices in the office, Claudia!

Claudia tells Sam and Roop about how purpose at work matters. A paycheck is great, sure, but waking up every day to do work that actually makes an impact? That’s where it’s at. She reminds the gang that fulfillment can outweigh dollars—and for many members of Gen Z, that’s non-negotiable.

We also dive into what it means to be a “digital native” that is fast to adopt new digital tools and processes, things that don’t scare Gen Z. And in a world that moves fast, that adaptability is pure gold.

Of course, we couldn’t skip the big one: burnout. Claudia shares her Littlefield experience has been refreshingly positive—thanks to strong boundaries, built-in flexibility, and a culture that prioritizes real-time feedback instead of waiting for once-a-year reviews. All ingredients for a happy Gen Z workforce.

We also touch on communication shifts (spoiler: Gen Z isn’t checking their email 24/7), challenges to outdated processes, how mentorship—not micromanagement—is what really fuels growth and more.

So listen in to the voice of the next generation, and we’ll catch you next time on Little Talks!

– Claudia, Sam, Roop, and Brandon

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Rebranding isn’t just for B2C. This week, Sam and Roop discuss when and why B2B brands should consider updating their look, messaging, or even name. From rebrand to refresh to repositioning, we go through the 'when' and the 'why' of the matter so you know if it might be time to consider making a change. We also go through some real-world B2B rebrand examples—what worked, what didn’t, and what can be learned from them.

Are brand refreshes easy? Not always, but there are some data-driven strategies that can help keep everyone on the same page and eliminate doubt or confusion. And if you're in doubt, we're always here to help you sort it all out.

Thanks again for listing, and happy early July 4th from everyone at Littlefield Agency!

— Sam, Roop, Claudia, and Brandon

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It’s Wellness Week at Littlefield Agency! Following our previous episode on work-life balance, we thought this is as good a time as any to dig into strategies for preventing burnout at work, especially in high-pressure B2B marketing roles. We know not everyone can have a full week to work on their mental, physical and spiritual well being, but the gang does discuss some smaller ways that can make a difference and encourage sustainable productivity.

It all starts at the top. "If the boss isn't doing it, I can't either" is the though, and bosses can suffer from burnout, too! So grab your headphones, slide into your favorite chair and listen in as Roop and Sam go through what Wellness Week at Littlefield Agency is all about!

— Claude, Brandon, Roop and Sam

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