Fresh off the back of our Discovered event in NYC, Billy sat down with SEO expert Lily Ray to explore how AI is shaping SEO and search.

In this chat, Lily discusses the evolution of search in the context of AI and large language models (LLMs), emphasizing the significant changes in SEO and user behavior. She highlights the importance of digital PR in the current landscape, the need for brands to adapt to AI overviews, the integration of organic and paid strategies, and tactics for showing up across LLMs and the SERPs.

Takeaways 🥡

- AI and LLMs are fundamentally changing how we search for information. - Brands need to adapt to the evolving landscape of SEO and user behavior. - Digital PR is crucial for brand visibility in the age of AI. - Monitoring AI responses is essential for brands to understand their impact. - Integrating organic and paid strategies is more important than ever. - Content should be repurposed across various formats to maximize reach. + much more!

Lily Ray was our keynote speaker at Discovered NYC, our flagship marketing event held in June 2025. From shifting algorithms to evolving consumer behaviour, discoverability is more complex than ever, which is why we brought together search leaders to uncover the biggest challenges and smartest solutions shaping the future of search.

Speakers included expert marketers from TikTok, Bookshop.org and Journey Further. Uncover all the insight from each session, including actionable tips to help your brand stay discoverable, here: https://events.journeyfurther.com/discovered-new-york

---

Socials 🤳

Follow Lily on LinkedIn: https://www.linkedin.com/in/lily-ray-44755615/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

---

About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

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Journey Further is a global performance marketing agency that pushes the boundaries of what’s possible. Founded in the UK in 2017, the agency has rapidly grown to over 160 specialists across offices in London, Leeds and New York City, all on a mission to take brands beyond the limits of performance, platform optimization, and human potential. 

Find out more: https://www.journeyfurther.com/

---

Chapters

00:00 The Evolution of Search and AI's Role 03:06 Impact of AI on SEO and User Behavior 06:01 Trust and Accuracy in AI Information 09:02 AI Overviews and Brand Visibility 11:47 Digital PR's Importance in the AI Era 15:06 Integrating Organic and Paid Strategies 17:53 Actionable Takeaways for Marketers

In our first episode of 2025, Billy sits down with Journey Further's Director of Strategy, Lydia Hinchliff, to discuss why generational segmentation needs to be a thing of the past.

They explore the pitfalls of generational stereotyping, the importance of understanding human nature in marketing, and the rise of the ageless generation.

Lydia shares insights from Journey Further's recent social experiment aimed at debunking stereotypes across generations and offers actionable tips for marketers to avoid lazy segmentation practices. 

Want to learn more? Lydia will host a live webinar on Thursday 20 February, 11:00-11:30 GMT, where she'll identify crucial opportunities to find untapped audiences and reach new customers, boosting your brand revenue. 

✅ Sign up for FREE at https://eu1.hubs.ly/H0fWLZm0

🎬 Watch our social experiment film: https://youtu.be/G382bNcDEcM

💡 Stay tuned for our 'Finding Audiences in 2025' research paper, which will be published soon!

--- Socials 🤳

Follow Lydia on LinkedIn: https://www.linkedin.com/in/lydiabaxendale/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

--- About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

Journey Further is a global performance marketing agency that pushes the boundaries of what’s possible. Founded in the UK in 2017, the agency has rapidly grown to over 160 specialists across offices in London, Leeds and New York City, all on a mission to take brands beyond the limits of performance, platform optimisation, and human potential. 

Find out more: https://www.journeyfurther.com/

00:00 - The Challenge of Stereotyping in Marketing 03:06 - Generational Segmentation: Short-Term Thinking 05:58 - The Rise of the Ageless Generation 08:50 - Debunking Stereotypes: A Social Experiment 11:59 - Actionable Insights for Marketers 14:51 - Combining Segmentation Strategies

Do you want to know how to maximise every penny of your marketing budget?

Our latest podcast explores the increasingly common challenge marketers face - go do more with less budget. To find the solution, we sat down with expert marketers at our latest F**k the Formula event held in London, to learn how they do it.

There was so much insight across the day, that we're bringing you two of the sessions on the podcast.

Firstly, Georgia Scott, Director of GTM Strategy & Operations at Monzo runs us through how building scalable marketing processes has been a key performance driver for Monzo.

Caroline Adams, Head of Marketing at Interflora, then takes us through their brand repositioning campaign - and how they used pre-testing and production efficiencies to ensure their budget worked as hard as possible.

Breakdown ✍️ 🏗️ Build things that are scalable and repeatable 🤝 Understanding customer lifetime value is crucial for budget allocation 🎥 Why brands shouldn't neglect creative production efficiencies 🔍 How to make sure you're measuring the right metrics 🖇️ Strategic frameworks are key to managing large marketing projects + much more!

This interview was part of our F**K the Formula event series, held in London.

Across the day, we heard from incredible brands such as Benefit Cosmetics, Ellesse, Cult Beauty and WHSmith, to name a few. All sessions are available to watch on-demand - just drop us a DM on LinkedIn and we'll share the links: https://www.linkedin.com/company/journey-further/

--- Socials 🤳

Follow Georgia on LinkedIn: https://www.linkedin.com/in/georgiajones1/ Follow Caroline on LinkedIn: https://www.linkedin.com/in/cadams-marketingdirector-marketingconsultant/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

--- About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

Journey Further is a global performance marketing agency that pushes the boundaries of what’s possible. Founded in the UK in 2017, the agency has rapidly grown to over 160 specialists across offices in London, Leeds and New York City, all on a mission to take brands beyond the limits of performance, platform optimization, and human potential. 

Find out more: https://www.journeyfurther.com/

Want to learn the secrets to driving an engaged community of over 500,000 people across all the major social channels? Of course you do. It's what countless brands and marketers try to do every single day, with mixed success. Thankfully, we sat down with Sophie Miller to uncover her secrets for you.

Founder of the online marketing community Pretty Little Marketer, Sophie is a public speaker, community builder and content creator who has built her community to over 500,000 across platforms. How? Through relatable, insightful, engaging content delivered regularly and with purpose. ✅

In this podcast, Billy and Sophie discuss the essential elements of building a successful community around a brand. They explore the importance of growth, engagement, and retention, her journey in creating Pretty Little Marketer and what the future of community engagement may look like. 

Whether you're trying to build a community of fans, customers, subscribers, newsletter readers, event attendees, digital consumers... the highly actionable tips in this episode should help you get one step closer. Let us know your thoughts in the comments!

Breakdown ✍️

• 🌱 Grow, engage, retain are the three core principles of community building
• 🤝 Why relatability and connection are key to fostering a loyal audience
• 🤳 How to choose the right platform for your brand
• 🏠 Why community is more than just responding to comments
• 💬 How small changes in language can significantly impact brand perception
• 👁️ Why in-person connections and employee-generated content could be the future
• + much more!

--- Socials 🤳

Follow Sophie on LinkedIn: https://www.linkedin.com/in/sophiealicemiller/ Follow PLM on LinkedIn: https://www.linkedin.com/company/prettylittlemarketer/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

Check out Pretty Little Marketer at https://www.prettylittlemarketer.com/

--- About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

00:00 - Introduction 01:35 - Building Community: The Core Principles 04:49 - The Birth of Pretty Little Marketer 07:12 - Connection Points: Relatability and Engagement 08:55 - Choosing the Right Platforms for Engagement 11:10 - Debunking Community Myths 12:09 - Authenticity in Brand Communication 14:23 - Navigating Content Plateaus 16:04 - Future Trends in Community Engagement 18:10 - Recommended Reading: Community is Your Currency

The latest episode of the podcast is a special one. Following a brilliant F**K the Formula event in NYC earlier this year, we thought we'd bring you a sneak peek into our keynote interview with bestselling author, marketer and consumer expert, Matt Britton.

In this episode, Matt and Journey Further US CEO, Duncan Smith, discuss the evolving landscape of modern marketing, emphasizing the shift from traditional long-form content to more engaging, bite-sized formats. Matt highlights the importance of understanding consumer needs and leveraging AI for personalized marketing strategies - plus the significance of emotional engagement, authenticity in branding, and the necessity of data-driven strategies.

Breakdown ✍️ 

• 🤖 AI can help personalize marketing by analyzing consumer data
• 🤝 Emotional engagement is driven by the value offered to consumers
• 👋 Authenticity in branding should focus on consumer experience
• 🕰️ Marketers should prioritize long-term consumer retention
• 🤳 The creator economy is reshaping how brands engage with audiences
• 💰 Connecting marketing efforts to business outcomes is essential
• + much more!

This interview was part of our F**K the Formula event series, held in NYC.

Read more at: https://www.journeyfurther.com/articles/fk-the-formula-how-to-adapt-to-fast-evolving-customer-behavior

This event is returning to London on Thursday 14 November! To learn more and secure your seat, visit: https://eu1.hubs.ly/H0cYK220

--- Socials 🤳

Follow Matt on LinkedIn: https://www.linkedin.com/in/mattbbritton/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

--- About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now:

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

00:00 - The Shift from Albums to Songs 01:01 - The Role of AI in Marketing 03:28 - Emotional Engagement and Value 05:50 - Authenticity vs. Purpose in Branding 07:13 - The Fragmentation of Brand Experience 08:39 - Data-Driven Marketing Strategies 10:46 - Key Principles for Modern Marketing 14:27 - Adapting to the Creator Economy 15:15 - Connecting Marketing to Business Results

In the latest episode of the Marketer's Debrief podcast, behavioural science expert and marketer, Richard Shotton, discusses the importance of understanding human decision-making in marketing.

In this fascinating conversation, Billy and Richard explore the psychology behind habits, humour and language - and how brands can use these unique insights for marketing success.

Breakdown ✍️ 🤝 The Bystander Effect: How personalised messaging can drive performance ⏱️ Fresh Start Moments: The crucial times your consumer is most receptive 🏃‍♂️‍➡️ Breaking Habits: When brands can disrupt a habit ✍️ Framing: The effect words can have on the perception of a message 😂 Humour: Why marketing with humour has such high cut-through 

This episode was shot in London, following a Journey Further F**k the Formula event where Richard hosted a keynote on how to apply behavioural science to your marketing strategies.

Read more at: https://www.journeyfurther.com/articles/fk-the-formula-unplug-rewind-and-revisit-the-basics-of-behavioural-science-with-richard-shotton

This event is returning to London on Thursday 14 November! To learn more and secure your seat, visit: https://eu1.hubs.ly/H0cYK220

--- Socials 🤳

Follow Richard on LinkedIn: https://www.linkedin.com/in/richard-shotton/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

--- About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

00:00 - Understanding Human Decision-Making 08:03 - Targeting Fresh Start Moments 12:21 - The Power of Language 15:22 - The Role of Humour in Marketing 18:02 - Book Club Recommendation: 'Alchemy' by Rory Sutherland

In this month's episode, Billy sat down with Stu Gower, Senior Manager in the Brand Marketing team at Adidas in North America, to explore how emotion, authenticity and brand storytelling can fuel your marketing. 👟

📣 Stu discusses the importance of inspiring audiences through authentic storytelling 🤝 The loyalty consumers have to sports brands and how to cultivate a loyal community online ⚽ The growth of soccer in the US and how marketing can overcome challenges and maximize opportunities  🌟 The value of associating a brand with a star athlete and how to leverage such a crucial relationship

This episode was shot in New York City, fresh off the back of a Journey Further F**k the Formula event, where we discussed the future of marketing and how to build an online presence that stands out from the crowd.

Learn more here: https://www.journeyfurtherevents.com/f-the-formula-us/

This event is returning to London on Thursday 14 November! To learn more and secure your seat, visit: https://eu1.hubs.ly/H0cYK220

---

Socials 🤳

Follow Stu on LinkedIn: https://www.linkedin.com/in/stugower/ Follow Billy on LinkedIn: https://www.linkedin.com/in/billy-truswell-94535011a/

---

About 💡

The Marketer's Debrief Podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

00:00 - Using Emotion, Authenticity, and Brand Storytelling in Marketing 03:41 - Cultivating a Loyal and Engaged Community 06:12 - The Growth of Soccer in the US 08:09 - Associating Brands with Star Athletes 10:07 - Tapping into Diverse Communities 16:19 - Utilizing Vertical Content Platforms 18:18 - Book Recommendation: 'Hidden Potential' by Adam Grant

In our second podcast episode of the new series, Billy sat down with Stacie Henderson, Chief Marketing Officer, Americas of TOD's Group, to discuss building brand loyalty through events, gifting and going the extra mile with your experiential events.

In this fascinating conversation, Stacie discusses how TOD's translates luxury and craftsmanship into its online presence, including using a platform called Powerfront for online chat and video demonstrations.

They explore the value of high-profile events for brand advocacy and content creation, and the importance of a carefully curated guest list and delivering a clear message.

It doesn't always go right, though. Stacie shares some event horror stories and breaks down her do's and don'ts of delivering a high-profile event that makes a difference! 

This episode was shot in New York City, fresh off the back of a Journey Further F**k the Formula event, where we discussed the future of marketing and how to build an online presence that stands out from the crowd.

Learn more here: https://www.journeyfurtherevents.com/f-the-formula-us/

This event is returning to London on Thursday 14 November! To learn more and secure your seat, visit: https://eu1.hubs.ly/H0cYK220

---

About TOD's:

Tod's S.p.A. is an Italian luxury fashion house specialized in footwear, apparel, and related accessories headquartered in Marche, Italy. The company is an influencer in the Sprezzatura fashion movement.

Visit tods.com/us-en/home/

Follow Stacie on LinkedIn: https://www.linkedin.com/in/staciehenderson/

---

About The Marketer's Debrief Podcast: 

A 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry right now, through the insight of inspiring global marketers. New episodes dropping every month.

Listen & subscribe now: 

Apple - https://apple.co/36iLQk2 Spotify - https://spoti.fi/2PacXIt

---

About Journey Further:

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

00:00 - Introduction  01:21 - Brand Storytelling and Driving Brand Advocacy 03:15 - Using Powerfront for Online Chat and Video Demonstrations 05:06 - Treating E-commerce Clients like Retail Clients 07:13 - The Value of Experiential Events and Content Creation 09:06 - Curating the Guest List and Delivering a Clear Message 10:27 - Local Events for Relationship Building 13:25 - Tips for Successful Events and Event Horror Stories

In our first episode of the new series, Billy interviews Lee Price, Global Communications Director of sustainable sneaker company, Allbirds, to uncover the secrets to marketing a global sustainable brand.

In this fascinating 20-minute conversation, they discuss:

• The challenges of marketing a sustainability message
• The power of relatability and humour
• The Say-Can-Do gap between consumer desire for sustainability and actual action
• Reaching Gen Z and Millennial audiences through LinkedIn, TikTok, influencers and more
• Subverting campaign norms
• Allowing your social media teams full creative license for maximum results

If you enjoyed this episode, please subscribe to the podcast, and check out the Journey Further socials for bonus content that you won't find anywhere else!

Watch this episode on YouTube: https://youtu.be/hT6QEpVY8dQ

Follow Journey Further on LinkedIn: https://www.linkedin.com/company/17912315/

Interested in exploring our sustainable retail research campaign mentioned at 07:40? Download our free 'Sustain. Ability.' paper and discover how your brand can bridge the 'say-can-do' gap at: https://campaign.journeyfurther.com/sustainability-bridging-the-retail-say-can-do-gap

--

Allbirds, Inc. is a New Zealand and American-based sustainable sneaker company that aims to make its products as eco-friendly as possible and is a certified B Corporation.

Visit allbirds.com

Follow Lee on LinkedIn: https://www.linkedin.com/in/pro-attention-seeker/

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The Marketer’s Debrief podcast is a 20-minute debrief of the campaigns, innovations and strategies shaping the marketing industry, through the insight of inspiring global marketers. New episodes dropping every month.

Listen, watch & subscribe now!

Apple - https://apple.co/36iLQk2

---

Journey Further is a global performance marketing agency delivering Clarity at Speed for the world's leading brands, with offices in London, Leeds, Manchester and New York City.

Find out more: https://www.journeyfurther.com/

This is The Marketer’s Debrief podcast from Journey Further. The quickest wrap-up meeting you’ll ever join.

Each episode, we sit down with influential marketers to explore the campaigns, innovations and strategies shaping the industry - in under 20 minutes.