What separates email campaigns that convert from those that get ignored? It all comes down to understanding your customers, deeply.

In this episode, Sani welcomes back Omar Lovert for a masterclass on customer-centric email marketing. Together, they unpack why AI can’t replace real customer insight, how to use RFM segmentation to identify your most valuable users, and the frameworks that top-performing brands use to map the customer journey and boost lifetime value.

From tactical tips on optimizing welcome flows to the underrated power of post-purchase emails, this is your blueprint for building human-first marketing in a world increasingly driven by automation.

🧠 You’ll learn:

• Why customer research still beats AI-generated content
• How to segment your audience with RFM scoring
• The role of jobs-to-be-done interviews in crafting better campaigns
• How to use NPS and support signals to improve retention
• Why your first-time customers are your biggest opportunity

Whether you’re a DTC marketer, retention strategist, or email geek, this one’s packed with value.

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Heads-up: I use some salty language. Nothing hateful, just passionate about this topic. Skip if that’s not your vibe.

It’s 2 AM, your side-project just went viral, and the signup flow is on fire. Do you keep “vibe-coding” blind prompts, or step up as the conductor who actually knows the score? In this first-ever solo episode, I unpack why “anyone can code with AI” is 2025’s biggest myth and show you how to turn large language models into the ultimate co-pilot instead of a ticking time-bomb.

Key Takeaways

1. Illusions break at scale. Vibe-coding can get you an MVP, but you’ll pay interest when production fires start.
2. Your new super-power isn’t “no knowledge,” it’s “faster knowledge.” LLMs shrink the gap between “I don’t know” and “I can ship.”
3. Learning beats prompting. Prompting is great, prompt-and-probe is better. Use back-and-forth to understand, not just generate.
4. Career moat = curiosity. The people who thrive next year aren’t the ones with the fanciest prompts; they’re the ones who ask better questions and close their gaps daily.

7-Day Knowledge-Gap Challenge

1. Pick one concept you avoid (CSS Flexbox? Indexing in Postgres?).
2. Spend 15 min/day grilling an LLM: “Explain it like I’m 7… now show real-world code… now debug this snippet…”
3. Log what surprised you, then share your aha moments

Call to Action

• Try the challenge. Tag me with your progress by next week.
• Rate & Review. If this episode saved you from a 2 AM meltdown, drop a ⭐⭐⭐⭐⭐ on your favorite app.
• Share. Forward the LinkedIn post or the episode link to one builder who still thinks vibe-coding is a strategy.

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In this episode, Sani sits down with Matt Gershoff, CEO and Co-founder of Conductrics, to talk about how being intentional, not just fast, leads to better experimentation, better customer relationships, and better outcomes.

Matt shares the wild story of how a machine learning summer school (and donkeys in pajamas!) helped spark Conductrics. They unpack why "just in case" data collection is broken, why data minimalism matters now more than ever, and how companies should rethink experimentation in the AI age.

What You'll Hear

[00:00] Introduction

[00:03:05] What Makes Conductrics Different

[00:09:01] Being Intentional with Experimentation

[00:09:54] The Problem with "Just in Case" Data Collection

[00:17:06] Why Data Hoarding Feels So Different Digitally

[00:25:43] Rapid Fire: Quick Takes with Matt

[00:38:07] Intentional Data Collection in A/B Testing

Where to Find Matt

• Connect at Conductrics.com
• Or find him on LinkedIn and the Test & Learn Community Slack

About Matt Gershoff

Matt Gershoff is the CEO and Co-founder of Conductrics, a leader in privacy-first experimentation technology. With a background in econometrics, database marketing, and artificial intelligence, Matt is passionate about helping businesses build smarter, more customer-focused decision systems — without losing sight of ethics or intentionality.

🔗 Find Matt online:

• Conductrics Website
• Matt's LinkedIn

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Is content marketing finally dead? In this no-BS conversation, I’m joined by digital strategist Jono Alderson to unpack the new reality of SEO, content, and how Google’s evolution is leaving traditional marketing behind.

Jono explains why so much content is now obsolete, how search is changing with AI, and why the only real path forward is to be more human, more trustworthy, and more brand-driven than ever before.

🔥 What We Talk About:

00:00 – Is content marketing dead? Jono kicks off with a bang.
00:46 – “Solved query spaces” and why Google doesn’t need your blog posts anymore.
02:46 – The AI-powered future of search: recipes, risottos, and synthetic content.
04:55 – What actually still works: EEAT, branding, and building trust.
07:45 – The ironic truth: in the age of AI, being human is your biggest asset.

🧠 Key Takeaways:

• Why pumping out blog posts is no longer a growth strategy
• What “solved query spaces” mean for your SEO future
• Why Google’s zero-click answers are here to stay
• How to compete through trust, brand, and true expertise
• Why your best marketing move might be… local radio?

🔗 Links:

Jono's LinkedIn - https://www.linkedin.com/in/jonoalderson/

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In this episode of No Hacks, host Sani is joined by technical SEO strategist Anne Berlin to explore one of the most disturbing and fascinating topics on the web today: the Dead Internet Theory. Is most of what we see online actually created by bots, for bots? What happens when the web becomes a wasteland of AI-generated slop and abandoned digital ruins? Anne draws on her extensive experience analyzing crawl logs, server stats, and digital infrastructure to reveal how bot traffic is outpacing real users, and what that means for the future of human-centric content.

If you’ve ever wondered why the web feels “off” these days, this one’s for you.

👤 About the Guest: Anne Berlin

Anne Berlin is a Lead Product Strategist and Senior Technical SEO at Lumar, with over a decade of experience in digital strategy, enterprise SEO, and content performance optimization. Anne specializes in high-scale technical audits, crawl budget efficiency, and structured data for large websites, including e-commerce and news publishing giants. She’s a passionate advocate for reclaiming the human web and brings a cross-disciplinary lens to digital decay, combining SEO, DevOps, and sustainability insights.

She's previously led digital strategy for organizations like Kaplan and the Lupus Foundation of America and holds a Master’s from Georgetown University.

⏱️ Timestamps

00:00 – What is the Dead Internet Theory?
00:24 – The rise of bots: from content creation to consumption
01:04 – How bots degrade user experience
01:44 – Why most web pages are unread by humans
02:25 – From Geocities to AI slop: the lost human web
03:06 – Budget cuts and digital burnout
04:01 – The hidden energy cost of web inefficiencies
05:37 – Cross-functional SEO: solving crawl waste
06:33 – One endpoint, a transatlantic flight's worth of carbon
07:25 – 60% of web traffic is non-human
08:01 – Are we too late to save the web?
09:42 – Join the crusade: building a human-led internet

✅ Key Takeaways

• Dead Internet Theory suggests that bots, not humans, dominate the web today—both as content creators and consumers.
• Anne estimates 60% of web traffic is bot-based, with only 40% appearing human.
• Many web pages are published without ever being seen by a human, often as part of programmatic SEO.
• Neglected code and crawl bloat have energy and environmental costs, with one exposed endpoint equating to a transatlantic flight in carbon emissions.
• The solution lies in cross-training and collaboration across SEO, DevOps, infrastructure, and security to reduce digital inefficiencies and prioritize meaningful content.
• Anne advocates for a return to a human-first web, where real people matter more than algorithms.

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Growth doesn’t have to mean being everywhere at once or chasing every shiny new tactic.

In this episode of No Hacks, I talk with Ward van Gasteren — one of Europe’s first growth hackers — about how to grow smarter, not louder. Ward shares his go-to method for helping early-stage startups: the 1-1-1 Framework — one audience, one channel, one message.

We dig into how founders and product teams can stop spreading themselves too thin, avoid early-stage overwhelm, and finally find traction through focus. Ward explains the difference between growth and traditional marketing, how to approach experimentation, and why most companies waste time on strategies that don’t serve their stage.

Whether you’re building a company, a product, or even a podcast — this conversation will help you cut through the noise and grow with clarity.

Topics Covered:

• How to stop doing too much and focus on what works
• The 1-1-1 Framework for early-stage clarity
• Why founders waste time on channels that aren’t ready
• The role of experimentation beyond A/B testing
• Choosing the right growth metrics and north star
• Why organic social is rarely a growth engine
• Building scalable systems after early traction
• AI’s impact on speed (but not necessarily quality)
• How podcast growth follows the same principles as startup growth

About the Guest:

Ward van Gasteren is a growth consultant and one of Europe’s first professional growth hackers. Through his platform Grow with Ward, he helps early-stage startups create growth strategies that actually work — without burning out in the process.

Ward has worked with companies across industries to simplify how they think about growth, run smarter experiments, and scale what’s already working. His 1-1-1 Framework has helped founders build real traction by focusing on the right things — not everything.

Timestamps:

• 00:00:00 – What does a growth consultant really do?
• 00:06:07 – Breaking down the 1-1-1 Framework: one audience, one channel, one message
• 00:10:27 – Brand-building vs. selling: when organic social actually helps
• 00:15:30 – Ward’s favorite growth tool (and why he’d ditch GA4)
• 00:20:07 – Growth vs. Marketing: different teams, different goals
• 00:25:08 – How AI tools help with speed, but not necessarily with strategy
• 00:30:24 – Getting honest customer feedback and applying “The Mom Test”
• 00:35:16 – Ward’s growth program and where to follow his work

Connect with Ward:

 → Website: https://growwithward.com
→ LinkedIn: https://www.linkedin.com/in/wardvangasteren/

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In this episode, senior experimentation specialist Sam Barber joins me to unpack what it really takes to drive change through digital experimentation. Spoiler: it’s not just about tests and tools, it’s about people. They explore how to build a solid support network inside any organization, how to win over skeptics, and why shouting (strategically) about your wins might just be your best move.

Topics Covered:

• Why experimentation needs internal allies
• How to communicate value beyond test results
• The "force field" method for mapping influence
• Why customer insights matter just as much as revenue
• Breaking out of the digital silo
• Tips for aligning with other teams’ goals

Key Quote:

Connect with Sam on LinkedIn: https://www.linkedin.com/in/sam-barber14/

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You’ve probably heard “go-to-market” thrown around like it’s just a product launch. But it’s way more than that — and today’s guest breaks it all down with clarity, energy, and zero fluff.

In this episode, I sit down with Maja Voje, an internationally recognized go-to-market strategist who’s worked with over 750 companies, including global giants like Google, Bayer, and Rocket Internet. We unpack what makes GTM actually work, why focus beats scale, how to find your earliest adopters, and how AI is changing everything — fast.

Whether you’re building something from scratch or scaling a proven product, this episode will reshape how you think about launching, growing, and repeating success.

About the Guest

Maja Voje is a globally sought-after go-to-market strategist, best-selling author of GTM Strategist, and founder of Growth Lab. With over a decade of hands-on experience, she’s helped 750+ companies — from early-stage startups to Fortune 500 firms — build repeatable, scalable growth systems.

She co-teaches one of the most popular online growth courses (used by teams at Tesla, IBM, and Booking.com), and her GTM templates and playbooks have helped thousands of businesses get to product-market fit faster. Maja is also a keynote speaker and was named Female Role Model of the Year in 2018.

Key Takeaways

• Go-to-market isn’t just launch day — it’s an ongoing, strategic system.
• Focus > Scale: Narrow, repeatable systems beat brute force and ad spend.
• Understand the difference between early customer profile (ECP) and ideal customer profile (ICP).
• Why AI is a superpower for research, messaging, and GTM — if you use it right.
• Common GTM mistakes that waste time, money, and team morale.
• How to avoid "shiny object syndrome" and stay focused on what actually moves the needle.

Chapters & Timestamps

• [00:00:00] Welcome & Episode Start
• [00:00:15] Maja’s origin story in marketing and startups
• [00:03:06] The accidental path to growth hacking
• [00:04:53] What go-to-market actually means
• [00:08:29] Why GTM is not just a launch
• [00:10:19] How fast-moving markets force constant GTM updates
• [00:12:57] First mover advantage vs. fast follower strategy
• [00:19:39] Why companies resist GTM adaptability
• [00:25:10] Rapid-fire GTM questions
• [00:31:25] The role of early adopters and how to find them
• [00:35:17] Beachhead segment strategy (and WWII analogies)
• [00:39:23] AI’s impact on go-to-market — good and bad
• [00:48:04] Creativity, content, and where AI falls short
• [00:50:43] Where to find more from Maja & closing thoughts

Links & Resources

• Maja’s Go-To-Market Power Hour Template
• Sign up for her newsletter
• Connect with Maja on LinkedIn

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Google Analytics shows you what users do — but it can’t tell you why. In this episode, Daniël Granja Baltazar explains how qualitative research reveals the story behind the numbers, helping marketers improve conversion, fix broken journeys, and build better customer experiences.

With real examples from his work at Vodafone Business, Daniël shares how interviews, mini surveys, and sales-marketing collaboration uncover insights that dashboards miss. Whether you’re running experiments, building landing pages, or managing customer journeys — this episode will change how you think about research.

🧠 Key Takeaways

• Data tells you what users do — not why
• User interviews uncover insights analytics can’t
• Mini surveys offer high-impact feedback with low friction
• Sales and marketing need to collaborate, not compete
• Qualitative research can be lightweight, fast, and scalable
• Proactive research leads to continuous optimization

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Most B2B founders wait too long to start building their personal brand—if they think about it at all. But those who get it right unlock a massive competitive edge. In this episode, Ognjen Bošković breaks down what founder branding actually is, why it works, and how to do it without falling into the typical LinkedIn traps.

About the Guest

Ognjen Bošković is the founder of Raven, a consultancy and community helping B2B founders build their brand and scale their business. He’s an expert in content strategy, positioning, and go-to-market execution, with deep experience in growth marketing.

Key Takeaways

✅ Founder brand ≠ personal brand. It’s a long-term strategy, not just a way to get LinkedIn likes.
✅ Most B2B companies struggle with critical thinking—branding helps break through the noise.
✅ The best way to build a founder brand? Market the problem, not just your product.
✅ If your LinkedIn posts look like everyone else’s, they won’t work.
✅ Balancing content strategy: Audience building vs. revenue generation.
✅ Forget going broad—nail your ideal customer profile (ICP) first, then expand.
✅ Content pillars aren’t just about organizing ideas; they help you test and refine what works.

Timestamps

[00:00] Intro – Why founder branding is a competitive advantage
[01:46] Why most founders overlook branding until it’s too late
[04:58] The shift in B2B go-to-market strategies & why traditional methods are failing
[07:51] How smaller, agile teams are disrupting the market
[12:20] Founder brand myths: Is it just about engagement on LinkedIn?
[17:40] The secret to marketing the problem, not just the solution
[21:16] Rapid-fire questions: Myths, viral content, and must-have growth tools
[23:36] Defining your ICP: Why trying to appeal to everyone is a mistake
[30:16] How founder branding fits into an overall content strategy
[33:49] The role of content pillars & how to refine your approach over time
[39:59] Where to connect with Ognjen and learn more

Connect with Ognjen

• LinkedIn: https://www.linkedin.com/in/ognjenboskovic/
• Raven: https://www.raven.club/

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