What's Web with Tomasz Lisiecki

Thank you to all of you for making this happen. What's Web wouldn't be possible without the amazing guests and listeners. You make it spin around.

As this year comes to a close, I want to share with you a summary video. I call it "cache" because it reminds me of the browser cache that won't ever let go 😅.

In the video, you'll find just a few brief moments from different conversations. I hope they leave you with some ideas going into 2025 and beyond. I highly recommend listening to the full episodes to get a bigger picture, though.

My goal has always been to learn from people who walked the path before me. Guests in 2024 didn't disappoint. In fact, they blew my mind. I'm exciting to see what's coming next. I hope to discover that with you on board.

Up next, a conversation with Andy Crestodina, a thought leader in content strategy and web marketing. With decades of experience and a curious mind, Andy brings actionable insights into the evolving landscape of AI-powered digital marketing. In this episode, we explore how AI can transform website strategies, improve content creation, and help marketers build trust with their audiences.

How can AI support content differentiation in a saturated market? What are the best methods to align stakeholder interests using AI? How do you use AI to identify gaps in your service pages and boost conversions? And why do original research and strong opinions remain unbeatable content strategies? If you’re a marketer or business owner curious about the future of content and AI, this episode is packed with insights to elevate your strategy.

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Andy Crestodina:

Where to find me:

Thanks!

AI, website marketing, content strategy, stakeholder alignment, customer journey, content audits, personalisation, trust building, differentiation, conversion optimisation, original research, strong opinions, creativity in marketing, SEO, funnel stages, performance measurement

Up next, a conversation with Scott Gabdullin, a Canadian entrepreneur, investor, and search marketing expert. He's also teaching SEO at Concordia University.

His secret power lies in creating SEO content that generates leads, crafting SEO strategies to drive sales, and building a strong brand presence online. Having worked with companies like KPMG, TD, or Wave Financial, Scott brings a wealth of expertise to the table, blending technical know-how with a sharp business acumen.

(And the quality of the chat is as epic as Scott's video setup. Just look at it!)

In this episode, we discuss:

This 90-minute long episode is simply a must listen to for anyone serious about playing the SEO game. To be fair, here at NerdCow, we've already started applying some of the advice from the video 😂. Yes, we act fast!

It's been such a pleasure.

Chapters:

Listen to it here:

Key takeaways:

You can find Scott on LinkedIn here:

If you'd like to follow up with me, try these:

#SEO, #KeywordResearch, #GoogleSearchConsole, #AIinContent, #TechnicalSEO, #LongTailKeywords, #ContentStrategy, #LeadGeneration, #LinkBuilding, #VideoMarketing, #DigitalMarketing, #MarketingStrategies, #ConversionRates, #AudienceNurturing, #OmnichannelPresence

Up next, a conversation with Michelle Teo, who helps B2B SaaS companies improve their conversion rates. With a strong focus on high-stakes decision-making, Michelle brings a unique perspective to conversion rate optimisation (CRO). We explored big-picture strategies, practical applications, and actionable insights.

How do you get the right data for CRO? What does an effective funnel audit look like? How do you balance assumptions with data? And what role does AI play in shaping B2B SaaS growth? Founders and marketers, this episode is a gold mine, especially as you plan for next year’s budgets.

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Michelle Teo:

Where to find me:

Thanks!

conversion rate optimisation, startup lessons, productivity, networking, cultural differences, Conversion Rate Optimisation, B2B, E-commerce, Customer Journey, Sales Cycle, Data Analysis, ICP, Website Optimisation, Marketing Strategies, User Experience, product messaging, revenue impact, conversion rates, customer feedback, partnerships, AI in SaaS, growth strategies, qualitative research, business development, B2B trends

Up next, a conversation with Pablo Asensio, who helps startup and scaleups to increase their annual revenue. He's passionate about product led growth companies and website strategy. We explored both loaded topics and ended up asking many difficult questions.

How to think of a website as a PLG business? How do you even know that a website is a problem? What are the important pages? What does an effective pricing page look like? Many more.

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Pablo Asensio:

Where to find me:

Thanks!

website strategy, product-led growth, sales funnel, business growth, website management, marketing tools, user engagement, website optimization, digital marketing, customer journey, website design, business objectives, data-driven design, homepage, pricing strategies, user experience, features vs benefits, testimonials, marketing, SaaS, B2B, website design, user psychology, landing page, marketing strategies, digital marketing, copywriting, branding, business growth, customer engagement

Up next, a conversation with Spyros Tsoukalas. He’s a no-code advocate with a sharp focus on building efficient, cost-effective solutions for startups and businesses. In this episode, we explore how no-code and low-code technologies, combined with AI, are transforming software development and prototyping.

We spoke about navigating the challenges of no-code adoption, the importance of clear communication in partnerships, and the rise of no-code as a profession. From educating stakeholders to overcoming resistance from traditional developers, this episode offers valuable insights into building agile, impactful solutions.

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Spyros Tsoukalas:

Where to find me:

Thanks!

No Code, Low Code, AI, Software Development, MVP, Prototyping, Automation, Startups, Technology, Digital Transformation, no-code, low-code, MVP, partnership, stakeholder communication, agile development, feasibility study, project management, software development, business relationships, communication, partnerships, team dynamics, accountability, no-code solutions, social technology, efficiency, enterprise applications, mobile apps, mentorship

Up next, a conversation with Brendan McNulty. He's an expert in conversion rate optimisation - specifically for ecommerce brands. Having worked with companies like Nike and Canon, he brings to the conversation many interesting points. Even applicable to small businesses.

We spoke about the conversion optimisation on the business-level, website-level, and everything in between. You'll learn what to do when you've got little traffic and what less tangible metrics to follow. How to deal with stakeholder misalignment? How to define "enough"?

Anyways, I loved the chat. I hope you'll love it, too :)

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Brendan McNulty:

Where to find me:

Thanks!

podcast, conversation, ideation, stakeholder management, website optimization, user research, data analysis, business growth, consulting, collaboration, stakeholder alignment, website optimization, revenue generation, A/B testing, risk mitigation, product development, decision-making, data analysis, user experience, conversion rate, website optimization, user journey, conversion rate, value proposition, customer feedback, A/B testing, user experience, digital marketing, e-commerce, product management

Up next, a conversation with Matt Kidd. Since I met him a couple of years ago, I've known I wanted to talk to him. He leads a talented team of GETREKT Labs who helps brands to take advantage of live streaming as their marketing channel.

Having worked with brands like Samsung or Microsoft, he is a walking mine of best practices and examples of how companies can tap into the power of live events and campaigns. Me, as a person working in the B2B space, I wanted to find out what we are all missing out on, and that's exactly what I did, and I wasn't disappointed at all.

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Matt Kidd:

Where to find me:

Thanks!

live streaming, marketing, audience engagement, brand presence, content repurposing, endemic brands, non-endemic brands, B2B, B2C, Twitch, live streaming, B2B marketing, gaming industry, audience engagement, marketing strategies, Twitch, brand activation, misconceptions, platform strategies, creativity, mobile streaming, content creation, live streaming, gaming, brand integration, Twitch, creator economy, audience engagement, streaming technology, future of streaming

Up next, a conversation with Caroline Voaden. She has over 9 years of experience in copywriting and content strategy for B2B. Her favourite topic are white papers for reasons you will learn by listening to the episode. Since, I'm in the middle of publishing a white paper, I had even more questions than I normally do. If you're a person like me who constantly explores new ways to create valuable pieces of content for the audience, you'll find this conversation extremely insightful.

I've learned that:

In this episode, we cover:

Listen to this episode on:

Where to find Caroline Voaden:

Where to find me:

Thanks!

white papers, B2B marketing, content marketing, lead generation, stakeholder alignment, research, data collection, marketing funnel, content strategy, business objectives, white papers, research, writing process, storytelling, data representation, fact-checking, engagement, proprietary data, narrative structure, content strategy, content creation, readability, AI tools, white papers, distribution strategies, marketing metrics, behavioral fit, MQLs, white papers, lead nurturing, content marketing, email sequences, instant access, credibility engine, marketing strategy, content creation

In this episode, I invited Craig to talk a little bit more about the role of positioning in high conversion websites, but also creating positioning and messaging that resonates with multiple personas as it often is in B2B. But finally, since he is a comedian, I wanted to touch upon injecting humor in our brand and into our copywriting, everything in between.

networking, personal introduction, B2B marketing, messaging, positioning, internal alignment, testing, website conversion, SaaS, stakeholder engagement, uncertainty, decision making, customer personas, messaging, B2B startups, positioning, niche markets, product marketing, brand marketing, SaaS, risk management, market disruption, CRM innovation, startup positioning, market segmentation, go-to-market strategies, customer research, humor in marketing, humor, marketing, B2B, risk aversion, brand voice, positioning, messaging, creativity, audience engagement, startup challenges