Performance Delivered

Artificial intelligence is rapidly changing how audiences search, discover, and engage with information — and that means PR is evolving, too. In this episode, Jackson Wightman joins Steffen Horst to unpack how AI is reshaping media visibility, credibility, and the future of public relations.From Google’s shrinking search dominance to the rise of AI-driven “answer engines,” Jackson explains why earned media now plays a critical role in what AI surfaces and how brands can adapt before the landscape becomes fully commercialized.He also shares actionable steps for PR pros and brands to monitor their AI presence, tailor campaigns to different AI engines, and build true authority in the new era of intelligent search.

Trust is one of the most overlooked yet powerful drivers of business growth. In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Stefan Horst speaks with Kristin Oelke, founder of Bright Rock Services and author of Trust: Unlocking B2B Growth in Today’s AI World.Kristin shares why trust erosion is the hidden growth killer, how companies can uncover blind spots, and what leaders can do to embed trust into every part of their business strategy.If you’re in B2B marketing, sales, or leadership, this conversation shows why building a strong “trust profile” is no longer optional—it’s your competitive advantage.What You’ll Learn in This EpisodeWhy trust erosion is often the biggest unseen barrier to growthThe role of marketing, sales, and customer success in building a public trust profileBlind spots leaders face when assuming customers and employees trust themHow to measure trust in meaningful ways with real-time signalsCase studies: how Bright Rock Services helped companies like CIS Group and Feedback Now strengthen their trust profileHow AI is both accelerating outreach and unintentionally eroding trust—and how to navigate that paradoxConnect with UsVisit symphonicdigital.comFollow us on X: @SymphonicHQDisclaimerThe 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 2025.

AI is transforming SEO, but the skills that make great marketers remain timeless. In this episode, Steffen Horst sits down with Lindsie Nelson (Symphonic Digital) and Andreas Voniatis (Arteos) to explore how empathy, validation, and adaptability can keep SEO strategies both smart and human-first.What You’ll Learn in This Episode:Why chasing algorithms is the wrong approachHow empathy sharpens SEO decisionsThe value of cross-channel collaboration in AI searchHow to validate AI insights with real customer dataThe evolving skills SEOs will need to thriveFeatured Guests:Lindsie Nelson – Head of SEO, Symphonic DigitalAndreas Voniatis – Founder, ArteosResources & Links:Connect with Andreas on LinkedIn or visit Arteos at rtos.iaLearn more about Symphonic Digital at symphonicdigital.comThe 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 2025.

In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst explores the evolving challenges of the CMO role with Karl Van den Bergh, Chief Marketing Officer at Illumio.Karl shares insights from his 25+ year career leading marketing, product, and GM roles across startups and billion-dollar tech companies. Together, they unpack:Why the CMO role is uniquely difficult in today’s business environmentHow to build credibility and trust with boards and executive teamsThe “Plan on a Page” framework for aligning strategy, execution, and KPIsLeading with authenticity in campaigns and leadership cultureHow AI is transforming marketing workflows and the buyer’s journeyTimestamps:00:00 – Intro01:00 – Karl’s career journey04:09 – Why the CMO role is uniquely difficult06:16 – Building credibility and trust09:00 – The “Plan on a Page” framework13:30 – Building trust through transparency & authenticity14:55 – What authenticity looks like in leadership and campaigns19:30 – How AI is reshaping marketing23:58 – Driving efficiency and conversion with AI24:46 – Preparing for the rise of AI agents27:20 – Why SEO is no longer enough28:42 – Buyers already using ChatGPT to discover vendors29:22 – Closing thoughts + how to connect with Karl👉 Learn more about Illumio: https://www.illumio.com👉 Learn more about Symphonic Digital: https://symphonicdigital.com

📝 Episode DescriptionIn this episode of Performance Delivered – Insider Secrets for Digital Marketing Success, host Steffen Horst is joined by Lori Stout, CMO of Bigleaf Networks.Lori shares how marketers can blend AI-driven insights with customer feedback loops to sharpen positioning and messaging in a fast-changing landscape. From leveraging advisory boards and user groups to setting AI guardrails, Lori explains how to keep authenticity at the center of your marketing while using AI to accelerate efficiency and testing.💡 You’ll learn:How Bigleaf has incorporated AI since its foundingWhy authenticity and warmth in messaging can’t be automatedPractical testing methods for headlines, value props, and campaignsWhich metrics prove that blended AI + customer insights drive impactWhen and how often product marketers should revisit positioning⏱ Timestamps[00:00] Introduction[00:10] Positioning & messaging in the AI era[01:15] Lori’s journey into marketing[02:18] AI at Bigleaf Networks[03:26] “Cheating” perception of AI in marketing and schools[05:18] Balancing AI analysis with direct customer feedback[07:00] Messaging as a living playbook[08:11] Accelerating AB testing with AI + traditional tactics[09:49] Human warmth vs. AI automation[10:31] Guardrails: prompts, brand voice, human input[13:19] Training AI with brand docs & guidelines[15:21] Advisory boards, user groups, and peer reviews[18:34] AI freeing marketers for higher-impact work[19:58] Revisiting positioning: frequency & triggers[21:11] Signals: churn, NPS, competitor moves[22:30] Testing across dashboards & user journeys[23:00] Metrics that prove real outcomes[24:15] Sales team feedback as qualitative insight[24:27] Closing thoughts & connect with Lori🔗 Links & ResourcesDiscover Symphonic Digital: https://www.symphonicdigital.comDisclaimerThe 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 2025.

In part two of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst continues his conversation with marketing experts Navah Hopkins (Microsoft) and Shawn Walker (Symphonic Digital) on how AI is transforming paid search strategy.They dive into:When to use AI vs. manual campaign managementHow to differentiate your brand when competitors use similar AI toolsTesting AI in new accounts without risking core campaignsWhy clean data and human oversight are essentialPredictive modeling — promise vs. realityHow to plan budgets in an AI-first worldIf you missed part one, catch up to hear their discussion on AI’s truly disruptive trends vs. efficiency gains, and predictions for the next 12–24 months in paid search.Timestamps:00:00 – Intro00:11 – Welcome back & episode overview01:22 – When to plan with AI from day one03:28 – Differentiation in an AI-driven market04:34 – Brand positioning and being where competitors aren’t07:07 – Strategy shifts: reporting, funnel growth & brand control10:07 – Dunning-Kruger effect in campaign evaluation12:32 – Trusting AI insights vs. human verification15:04 – Critical thinking in prompting & data interpretation18:10 – Predictive modeling: promise vs. reality22:42 – Budget planning in the AI-first world26:14 – Accounting for learning periods & runway27:59 – Focusing spend for better results29:45 – Targeting by time zone & campaign consolidation31:47 – Closing thoughts & guest infoThe 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 2025.

AI is everywhere—predictive bidding, dynamic creative, campaign forecasting—but is it really replacing human strategy, or just enhancing it?In this episode of Performance Delivered: Insider Secrets for Digital Marketing Success, host Steffen Horst is joined by two industry leaders: Navah Hopkins, a seasoned strategist now at Microsoft, and Shawn Walker, Chief Marketing & Strategy Officer at Symphonic Digital.Together, they unpack how AI is reshaping paid search campaigns—from landing page relevance and creative asset structure to the evolving role of intent and the limits of automation.This is Part 1 of a two-part conversation, packed with tactical advice, strategic frameworks, and a few strong opinions on where AI helps—and where it absolutely does not.What You’ll Learn:Why AI-first strategies demand high-quality creative and landing pagesHow Google and Microsoft interpret site content through AIThe growing importance of behavioral signals over keywordsWhere manual intervention still outperforms automationThe real risks of relying too heavily on AI for campaign successWhy collaboration between SEO and PPC teams matters more than everGuests:Navah Hopkins – Microsoft Ads; AI educator, strategist, and digital marketing speakerShawn Walker – Chief Marketing & Strategy Officer, Symphonic DigitalLinks & Resources:🔗 Learn more: https://www.symphonicdigital.com🐦 Follow us on X: https://twitter.com/symphonichq

In this episode of Performance Delivered, host Steffen Horst sits down with Kurt Uhlir, CMO at EZ Home Search and a veteran of more than 80 funding rounds and exits, to explore how AI is redefining modern marketing teams.From cutting down content production costs to empowering leaders to be more hands-on, Kurt shares how AI isn’t replacing talent—but rather multiplying its impact. Whether you’re managing an in-house team or partnering with agencies, this episode will help you think more strategically about your people, your tools, and your outcomes.🔑 Key Takeaways:Why AI is a force multiplier, not a job killerHow marketing leaders must evolve beyond strategy and into implementationWhy servant leadership creates space for innovationThe future of SEO: topical authority and semantic searchHow to build peer communities that filter out “shiny object syndrome”⚠️ Disclaimer: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 2025.

Are your SEO metrics stuck in the past? In part two of our AI + SEO series, guest host Ximena Cordon (Head of Marketing at Symphonic Digital) is joined once again by Lindsie Nelson (Head of SEO at Symphonic) and Andreas Voniatis (Founder of Artios) to challenge the way we think about measuring SEO success in an AI-powered world.With the rise of zero-click search and tools like ChatGPT and Google AI Overviews, traditional metrics like CTR and traffic are losing their relevance. In this episode, the trio explores smarter ways to connect SEO to ROI, how to rethink attribution, and why human-first content still matters.Key Takeaways:Why zero-click search is shifting how we measure performanceHow AI is reshaping the buyer journey and discovery processThe limitations of Google Analytics for modern SEONew approaches to attribution modeling and ROI trackingWhy content needs to “fight for its life” in AI searchHow to present SEO performance to leadership with confidenceMemorable Quotes:“If you’re optimizing for traffic alone, you’re optimizing for a version of the internet that no longer exists.” – Ximena“AI is picking the winners—and ignoring the rest. Make sure your content earns its place.” – Andreas“It’s not about more clicks. It’s about better clicks.” – LindsieConnect with Us:🔗 Website: https://www.symphonicdigital.com🐦 X (Twitter): @SymphonicHQHow to Listen:Available on Apple Podcasts, Spotify, YouTube, and wherever you get your podcasts.Timestamps:00:00 – Intro00:47 – What is zero-click search?02:00 – AI’s impact on click value and brand awareness03:42 – Why content must now meet a higher standard06:00 – Shifting focus from traffic to lead quality07:59 – What should we actually be measuring?10:15 – Connecting SEO to ROI13:08 – Attribution modeling and data limitations17:41 – Content-based vs. channel-based attribution21:05 – Why you need CRM integration to prove SEO value24:00 – How to get leadership buy-in for SEO strategies25:45 – Should SEO go beyond Google?27:55 – Final thoughts and takeaways

Grant Johnson on How to Measure Marketing Effectiveness and Align on KPIsEpisode of Performance Delivered – Insider Secrets for Digital Marketing SuccessIn this episode, Steffen Horst chats with Grant Johnson, Chief Marketing Officer at Chief Outsiders, about how companies—especially mid-market B2B SaaS brands—can better define, measure, and optimize their marketing performance.Grant shares his Marketing Performance Assessment framework, which helps companies evaluate their effectiveness across three key areas: market presence, brand strength, and pipeline health. With over 20 years in the marketing world and seven exits under his belt, Grant breaks down how to align on KPIs, prove value to leadership, and make data-driven decisions that lead to measurable growth.🔍 Key topics include:The problem with vague or shifting KPIsHow to define the right marketing metrics for your teamUsing assessments to uncover quick wins and long-term gapsWhy GenAI changes the game—but doesn’t replace strategyHow marketers can respond to pricing pressure from AI adoptionThe link between alignment, creative, and consistent pipeline generationWhether you’re a marketing leader, founder, or agency partner, this episode offers clear advice for improving performance and building trust with the C-suite.🎧 Listen now and learn how to bring focus, structure, and results to your marketing efforts.

In this episode of Performance Delivered, Steffen Horst is joined by Elizabeth Eberle, SVP of Marketing at Spoiler Alert—a CPG tech company helping brands turn excess inventory into revenue. Elizabeth shares how understanding your customer at a deeper level can transform not only your messaging, but your product and go-to-market strategy.Whether you’re building a mission-driven brand, launching a SaaS product, or simply trying to better connect with your audience—this episode offers a masterclass in customer empathy, product-market fit, and the real role of marketing in growth.🔍 In this episode, we discuss:How to uncover deep customer insights through interviews and behavior trackingWhy marketing must act as the glue between product, sales, and customer successUsing storytelling to drive mission alignmentReal-life examples of turning feedback into product strategyBalancing corporate goals with user pain points in a way that scalesThe 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 2025.

In this episode of Performance Delivered, Steffen Horst speaks with Daphne Johnson, CEO and Growth Advisor at Daphne, about how legacy brands can successfully conquer new markets. Daphne shares her extensive experience working with Fortune 100 brands like Verizon, American Express, and Yahoo, and discusses foundational strategies such as understanding customer needs, identifying problems worth solving, and leveraging partnerships and technological innovations like AI. Daphne also delves into the importance of competitive analysis, customer interviews, and internal alignment when navigating market expansions. Tune in to gain insights on how legacy brands can adapt and thrive in an evolving marketplace.

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 baseListen now to future-proof your customer engagement strategy and drive meaningful results.⸻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 LinkedInConnect with Symphonic Digital: • Website: symphonicdigital.com • X (formerly Twitter): @SymphonicHQHow 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 InformationTune 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 3In 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 2In 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 budgetsKey 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