Performance Delivered

In this episode of Performance Delivered, host Steffen Horst welcomes Janet Jaiswal, Global VP of Marketing at BlueShift, to unpack what it truly takes to engage customers in today’s competitive B2B SaaS market. With a wealth of experience in senior marketing roles, Janet dives into the strategies that move the needle—from the first interaction to long-term retention.

They explore how AI can proactively reduce churn, why personalized communication drives loyalty, and how to turn everyday customers into powerful brand advocates. Janet also shares actionable tips for collecting and acting on customer feedback that leads to deeper relationships and sustainable growth.

Tune in to hear:
 • Why engagement and retention are critical to long-term success
 • How AI is transforming customer experience and reducing churn
 • The role of data in making personalized communication scalable
 • Real-world tactics for turning feedback into growth
 • Ways to cultivate brand advocates from your existing customer base

Listen now to future-proof your customer engagement strategy and drive meaningful results.

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The views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—© 2025.

In this episode of Performance Delivered, Steffen Horst sits down with Lindsie Nelson and Andreas Voniatis to explore how AI is reshaping the way people discover information—and what it means for marketers.

They break down the real impact of AI on search behavior, why users are shifting from keywords to conversations, and which industries are feeling the change most. From client sentiment to the rise of zero-click searches, this episode unpacks whether SEO is still a growth lever—or now just brand defense.

Tune in to learn:

 • Why AI-powered search is changing user behavior
 • How generational differences influence adoption
 • The evolving role of human-centered content
 • What marketers need to stay visible in an AI-first world
 • How platforms like YouTube, podcasts, and social are reshaping discovery

In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst talks with Colin Clark, Global CMO at Dunlop Protective Footwear. Colin shares his journey from working with brands like the Chicago Cubs and Under Armour to scaling Dunlop’s marketing initiatives globally. He discusses the unique challenges of marketing across 75 countries with a small team, and how Dunlop customizes campaigns for both B2B and B2C segments. Discover how Dunlop leverages partnerships, tests new programs, and tailors campaigns to meet the specific needs of local markets. Colin also shares insights on how Dunlop stays authentic to end users while scaling marketing efforts and introduces innovative product solutions.

Key Takeaways:

 • Colin’s Career Journey: From his dream job at the Chicago Cubs to driving global marketing at Dunlop.

 • Building Global Campaigns: How Dunlop customizes campaigns by working closely with distributors and retailers in different countries.

 • Localization vs. Globalization: The importance of authentic messaging for different regions, including language, product terminology, and cultural differences.

 • Dunlop’s Approach to B2B and B2C: How they tailor messages and user journeys for both sectors to effectively engage diverse customer segments.

 • Innovative Product Solutions: Dunlop’s introduction of the “sneaker fit” boot to address specific customer pain points, especially for agriculture and construction users.

 • Marketing Funnel Strategy: Colin shares how Dunlop focuses on building a strong conversion engine at the bottom of the funnel and gradually moving up to brand awareness with video and user-generated content.

Memorable Quotes:

 • “Global campaigns without that local authentication will only get you so far.”

 • “We started with the end user’s pain points, and that led us to innovate with products like the sneaker fit boot.”

 • “Authenticity is key. Every campaign, even if it’s global, has to resonate at the local level.”

Connect with Colin Clark and Dunlop Protective Footwear:

 • Website: dunlopboots.com

 • LinkedIn: Colin Clark on LinkedIn

Connect with Symphonic Digital:

 • Website: symphonicdigital.com

 • X (formerly Twitter): @SymphonicHQ

How to Listen & Subscribe:

If you enjoyed this episode, please leave a review on Apple Podcasts, Spotify, or your favorite podcast platform. Subscribe for more digital marketing insights and to stay updated on our latest episodes!

Timestamps:

 • 00:02 - 00:08 — Intro: Performance Delivered with Steffen Horst

 • 00:09 - 00:47 — Introducing Colin Clark

 • 00:49 - 01:09 — Colin’s Journey with the Chicago Cubs

 • 01:10 - 01:46 — Transition to Under Armour and Cal Ripken Baseball

 • 02:36 - 03:56 — Global Campaigns: Importance of Localization

 • 05:00 - 05:46 — Dunlop’s B2B and B2C Marketing Approach

 • 06:46 - 08:11 — Scaling Campaigns Across Countries

 • 16:05 - 16:29 — The Dunlop Difference: Sustainability and Innovation

 • 22:51 - 23:57 — Video and User-Generated Content in Dunlop’s Strategy

 • 23:58 - 24:45 — Outro and Contact Information

Tune in next week for more Insider Secrets for Digital Marketing Success!

The views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2024.

In this episode, Doug Zarkin shares insights on how brands can deepen their relationship with consumers, moving beyond mere friendship to foster true brand love. He discusses the importance of human empathy in customer service, the brand value equation, and the significance of storytelling in marketing. Doug emphasizes the need for consistency in customer interactions and how understanding consumer insights can lead to more effective marketing strategies.

On this episode, We'll talk about:

• Brand Love: The importance of developing a deep, emotional connection with consumers beyond just being friends.
• Human-Centric Approach: Treating each customer as unique and ensuring empathetic interactions to enhance customer experience.
• Brand Value Equation: Understanding that brand value is derived from the experience divided by price; a greater experience allows for premium pricing.
• Storytelling in Marketing: Crafting simple yet emotionally resonant narratives that position the brand as the hero.
• Consumer Insights: Utilizing frontline staff interactions to gather insights and understand consumer needs effectively.
• Marketing Metrics: The importance of tracking brand health through customer lifetime value, reviews, and store traffic to motivate consumer actions.
• Practical Application: Emphasis on hands-on experience in stores to stay connected with the consumer perspective.

The views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2024.

Title: Insider Secrets for Digital Marketing Success Part 3

In this episode, we dive into the critical aspects of business operations and advertising strategies. Discover why jumping straight into campaign management can be a costly mistake and learn the essential questions you need to answer before spending your marketing budget. Our guest shares insights on customer value, conversion rates, and the importance of having a solid foundation of business metrics. Plus, we discuss the significance of quality control in lead intake and how to ensure your marketing efforts are effective. Tune in for valuable tips on optimizing your business's advertising approach!

On this episode, We'll talk about:

• Minimum KPIs for Advertising: Importance of understanding customer value and lead generation capacity before starting advertising.
• Conversion Tracking: The significance of proper conversion tracking, including setting up pixels and connecting CRM systems to ad platforms.
• Customer Consent: The necessity of obtaining explicit consent for marketing communications and the importance of transparency in data usage.
• Website Usability and Accessibility: The need for websites to be user-friendly and accessible, considering factors like contrast, font choice, and colorblindness.
• Data Collection and Decision Making: Emphasis on collecting the right data to inform business decisions and the importance of analyzing outliers in conversion data.
• Success Metrics: Defining what constitutes success and failure in campaigns, and the importance of adapting strategies based on performance.
• Resources and Engagement: Information on how to connect with the speaker and access further resources related to digital marketing.

The views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2024.

Title: Insider Secrets for Digital Marketing Success Part 2

In this episode, join Steffen Horst and digital marketing expert Navar Hopkins in Part 2 of their insightful series on how small businesses can thrive through digital advertising. Discover the essential strategies for effective advertising, explore the latest ad channels like local service ads and DemandGen, and learn how to avoid common pitfalls. With over 15 years of experience, Navar shares her expertise on budget allocation, conversion tracking, and the importance of data-driven decision-making. Don't miss this opportunity to elevate your digital marketing game!

On this episode, We'll talk about:

• Advertising Strategies: The importance of location targeting and time zone considerations when running ads, particularly in the U.S. market.
• Conversion Tracking: The significance of using Google Tag Manager for efficient tracking and how it can improve site speed and diagnostics.
• Primary vs. Secondary Conversions: Understanding the difference between primary conversions (which impact reporting and bidding) and secondary conversions (which do not) and how to manage expectations during periods of volatility.
• Micro Conversions: The suggestion to incorporate micro conversions if a business is struggling to reach the required number of conversions for effective ad performance.
• Community Engagement: Navar Hopkins shares ways to connect with her and learn more about PPC management through various platforms and groups.

The views and opinions expressed on the “Performance Delivered” podcast are solely those of the author and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and the podcast production is an original work of the author. All rights of ownership and reproduction are retained—copyright 2024.

Show Notes:

In this episode, we kick off the first part of a special three-part series on how small businesses can grow through digital advertising. In today’s discussion, we dive into Google Search and Performance Max (PMAX) campaigns, exploring how small businesses can maximize their advertising efforts with the power of automation and AI-driven insights.

Joining Steffen, is Navah Hopkins, a brand evangelist at Optmyzr, an award-winning PPC management suite powered by AI and machine learning. Navah brings over 15 years of digital marketing expertise, having worked for major brands like WordStream and NSE Digital. As a passionate innovator and data-driven strategist, Navah offers key insights into how small businesses can navigate the ever-evolving world of digital marketing.

What You’ll Learn in Part 1:

 • What is Google PMAX and how it integrates various campaign types

 • Why 50+ conversions per 30-day period is essential for PMAX success

 • The importance of video content in PMAX campaigns

 • How small businesses with budgets under $10,000 can optimize their ad spend

 • The role of AI and machine learning in PPC and PMAX campaigns

 • Tips for balancing automated control with hands-on campaign management

 • Real-world examples of how small businesses can hit conversion goals with limited budgets

Key Takeaways:

 • PMAX simplifies campaign management but requires businesses to give up some control over budget allocation.

 • Success in PMAX relies heavily on having strong video assets and achieving a minimum of 50 conversions within 30 days.

 • Dynamic search ads and strategic secondary conversions can help small businesses with lower ad budgets compete effectively.

 • Understanding when to use broad match keywords and maximizing clicks with bid caps can help businesses scale their paid search campaigns.

About Navah Hopkins:

Navah Hopkins is a digital marketing expert and brand evangelist at Optmyzr, a leading PPC management platform. With a background in SEO, SEM, and content strategy, Navah has helped brands of all sizes achieve their advertising goals through innovative AI and automation strategies. In her role, she works closely with product, marketing, and customer success teams to deliver impactful insights and drive business success.

Join Us for Part 2:

In the next episode, we’ll focus on how small businesses should approach advertising to be successful, the various channels available to them, and common pitfalls to avoid.

To learn more about digital marketing for small businesses, visit Symphonic Digital or follow us on X (formerly Twitter) at @SymphonicHQ.

In this Performance Delivered episode, Steffen Horst interviews Dawn Muller, CMO at Vitech, about the vital role of inter-functional coordination in achieving digital marketing success. Dawn shares her marketing journey, extensive experience in B2B marketing within the tech and professional services sectors, and her position at Vitech. The conversation explores the concept of market orientation, emphasizing the necessity of customer and competitor focus alongside inter-functional collaboration. Dawn highlights the importance of teamwork between sales and marketing and how organizations can enhance alignment and communication to improve marketing strategies, product development, and customer focus. Practical insights and emerging trends for SaaS companies are also discussed, offering valuable advice for establishing a successful inter-functional coordination framework.

In this episode, we will talk about:

 • Introduction to Performance Delivered
 • Meet Dawn Muller: CMO at ViTech
 • Dawn’s Journey into Marketing
 • Defining Interfunctional Coordination
 • Ensuring Sales and Marketing Alignment
 • Practical Implementation in SaaS Companies
 • Future Trends and Recommendations

In this episode of Performance Delivered, Steffen Horst sits down with Peter Mahoney, CMO at Goto, to explore the intricacies of marketing investments. Peter shares his expert tips on how to determine the right amount to spend on growth and how to prove it’s worth the investment. From understanding essential metrics and the hidden costs of customer acquisition to practical steps for measuring and improving ROI, this episode is packed with actionable insights for startups and established companies.

Show Notes

How much should you invest in growth, and how can you prove it’s worth it?

In this episode, Peter Mahoney, the CMO at Goto, dives into the complex equations and strategic decision-making behind determining marketing investments and their ROI.

In this episode, you’ll discover:

 • The essential metrics every company should track for effective marketing investment.

 • Key considerations for startups versus established companies when planning growth strategies.

 • The hidden costs in customer acquisition and how to account for them.

 • Why awareness might be more important yet difficult to quantify for startups.

 • Practical steps for measuring and improving marketing ROI.

Mentioned in this episode:

 • Goto

 • LinkedIn - Peter Mahoney

In this episode of “Performance Delivered,” Steffen Horst is joined by Asaf Wolff, SVP of Growth and Experience at the University of the People, to discuss the transformative role of marketing automation and technology in student recruitment and global outreach. Discover how Asaf drove a 500% growth in student numbers at the world’s first nonprofit, tuition-free, American-accredited online university. Learn the strategies behind reducing acquisition costs, creating personalized marketing funnels, and ensuring student satisfaction to drive word-of-mouth growth.

Key Takeaways:

 • The secret to reducing acquisition costs per student

 • How personalized marketing funnels lead to skyrocketing enrollment rates

 • Challenges faced during the integration of marketing automation tools

 • The pivotal role of student satisfaction in driving word-of-mouth growth

 • Strategies for maintaining a consistent brand message across diverse demographics

Mentioned in This Episode:

 • University of the People

 • Asaf on LinkedIn

Podcast Description:

Join Steffen Horst on “Performance Delivered” as he sits down with Asaf Wolff, SVP of Growth and Experience at the University of the People. Discover how Asaf leveraged marketing automation and technology to revolutionize student recruitment, driving a remarkable 500% growth in student numbers. Gain insights into the strategies that reduced acquisition costs, personalized marketing funnels that boosted enrollment rates, and the challenges faced during tool integration. Learn how maintaining student satisfaction plays a crucial role in word-of-mouth growth and how to maintain a consistent brand message across diverse demographics. Tune in for insider secrets on digital marketing success!