B2B Marketers on a Mission

On this podcast, we’re on a mission – to change and disrupt the way people think about B2B marketing one insightful conversation at a time. Get inspiration from interviews with B2B marketers and industry experts who share their stories, achievements, thoughts on trending topics, and give B2B marketing tips and recommendations. This show is hosted by Christian Klepp, Co-founder of EINBLICK Consulting.

B2B Marketers on a Mission is a business podcast hosted by EINBLICK, with 228 episodes on record and a Required Pod Score of 80.

EINBLICK hosts B2B Marketers on a Mission, a business show with 228 episodes published.

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  Episode #229

  Ep. 229: How to Build a Powerful GEO Strategy for Greater AI Visibility

  Sep 30, 202646 min

  AI search is dramatically changing the way B2B buyers discover solutions and evaluate potential vendors. In many ways, generative engine optimization (GEO) is quickly evolving from a technical SEO tactic into an essential cross-functional operational strategy. B2B companies must learn to adapt to this constantly evolving ecosystem, or they risk losing organic market share to competitors. So, how can B2B marketing teams move from disconnected experimentation to a structured GEO strategy that optimizes AI visibility? That’s why we’re talking to Andrea Lechner-Becker ( Chief Strategy Officer , GNW Consulting ), who shared her expertise and proven framework on how to build a powerful GEO strategy for greater AI visibility. In this episode, Andrea outlined the core differences between SEO and GEO and shared some of the common pitfalls that marketing teams should avoid. She also explained why she believed AI visibility is becoming a martech and GTM operations issue, and urged teams to prioritize GEO based on business goals as well as product-market fit. Andrea highlighted some key findings from GNW Consulting’s recently released State of Generative Engine Optimization Report, providing a glimpse into critical industry benchmarks. Finally, Andrea recommended that teams measure AI visibility through marketing and revenue operations, connecting attribution and pipeline data, and focusing on high-converting tactics.

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  Episode #228

  Ep. 228: How to Guarantee that You’re A Winner in AI Search

  Sep 16, 202635 min

  How does applying advanced data science methodologies increase your visibility in AI search? It’s undoubtedly a topic that everyone in the B2B ecosystem is discussing and trying to figure out. Many are keen to increase their online visibility, yet these are the same people still using outdated SEO playbooks, which severely impacts their digital presence. The landscape has changed significantly, and those who don’t adapt will get left behind in a world where being found online matters now more than ever. That’s why we’re talking to returning guest Andreas Voniatis (Founder, Artios.io ), who shared his experience and proven data science frameworks on how to guarantee that you’re a winner in AI search. In this episode, Andreas explained why he felt that most responses to AI-driven search miss the point, and why he thinks this is a data science and not a traditional content strategy problem. He also elaborated on how teams should focus on creating content based on specific target personas rather than chasing broad keywords. Andreas also highlighted how publishing more content could be seen as counterproductive unless it provides true information gain. He also outlined a scientific approach to proactively address the AI search visibility challenge: create a prompt library of real buyer questions, track responses across many firms over a 30-day benchmark, and mine the resulting millions of data points for citation patterns and authoritative domains that are worth targeting with digital PR.

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  Episode #227

  Ep. 227: How the Right Brand Strategy Drives Long-Term Business Growth

  Sep 9, 202639 min

  How can B2B companies create more sustainable and predictable long-term growth with the right brand strategy? Most businesses invest in tactical marketing campaigns long before clarifying their story and target audience, which is why many efforts stall or fail. Implementing growth initiatives without the right strategic blueprint is like driving a car without an engine: it only consumes energy and doesn’t generate true momentum for your business. So, how can industry leaders and their marketing teams develop the right brand strategy that aligns their positioning with buyer expectations? That’s why we’re talking to Matt Wolfe (Partner and Director of Brand Strategy, brand3 ), who shared his expertise and insights into how the right brand strategy drives long-term business growth. In this episode, Matt elaborated on the critical differences between brand strategy and marketing tactics for B2B companies. He highlighted how an effective brand strategy includes empathy, deep customer research, and telling the story from the customer’s perspective. Matt stressed the need for a well-crafted narrative that resonates with the target audience, ultimately leading to increased trust and long-term growth. He also talked about the power of human-centric storytelling in marketing, and suggested that founders be more authentic and visible in their communications. Stick around until the end as Matt details his proven framework for helping businesses scale beyond referrals by injecting a more human and trustworthy element into your B2B marketing.

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  Episode #226

  Ep. 226: Generate Long-Term Growth by Increasing Your AI Search Visibility

  Aug 19, 202631 min

  Traditional search engine volume is experiencing a structural decline as AI chatbots and generative answer engines redefine how buyers seek solutions. Despite this massive shift toward generative discovery, many B2B organizations are still relying on outdated organic playbooks, resulting in a decrease in their organic search visibility. How can B2B marketing teams adapt their digital strategy to maintain organic dominance and capture market share in an AI-first search environment? In this episode, we sit down with Jenna Hannon , Founder of Hatter , who shared actionable strategies to drive long-term growth by increasing your AI search visibility. Jenna broke down the critical transition from legacy SEO to Answer Engine Optimization (AEO) powered by generative search models. She analyzed the operational impact of changing search behavior and why broad keyword targeting is losing ground to hyper-specific user prompts. Jenna also explained how large language models (LLMs) parse context to surface authoritative B2B solutions, while outlining the diminishing influence of traditional backlink building. Finally, Jenna delivered her proven framework for optimizing B2B content for generative engines and elaborated on the precise metrics growth teams must track to measure success.

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  Episode #225

  Ep. 225: Proven Ways to Build Life Sciences Buyer Trust for Predictable Growth

  Aug 5, 202639 min

  How can marketing teams in the life science vertical show up stronger online and drive higher organic visibility for their organizations? Operating in a heavily-regulated industry where market competition is intense, many life science marketing teams stay quite busy, yet their pipelines are quiet, hampering long-term business growth? How can life science leaders bridge this gap and turn things around? That’s why we’re talking to Lauren Schafe r (Founder, Lake House Digital Media ), who shares proven ways to build life sciences buyer trust for predictable growth. In this episode, Lauren discussed the high-impact strategies for building deep authority and trust in the life science industry. She highlighted the value of uncovering specific client pain points and tailoring marketing approaches without being too generic. Lauren also stressed the significance of LinkedIn for B2B marketing, noting that decision-makers often conduct independent vendor research on the platform. She advised maintaining an up-to-date profile, using background banners effectively, and how you can be active and responsive on the platform. Lauren also emphasized the value of providing transparent marketing analytics dashboards to demonstrate accountability and ROI, essential for leadership buy-in.

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