Performance Delivered

AI has made content creation faster than ever — but for most B2B SaaS teams, it has also made messaging more generic, not more effective. In this episode of Performance Delivered: Insider Secrets to Marketing Success, host Steffen Horst is joined by Christopher Silvestri, Founder of Conversion Alchemy, to break down how SaaS companies can use AI personas, synthetic research, and AI-assisted workflows without losing clarity, differentiation, or brand voice. They explore why most messaging problems are not copy problems, but clarity problems, and why AI should be treated as an input system rather than an output shortcut. The conversation covers how to ground AI personas in real customer research, how to structure messaging frameworks that scale across teams, and where human judgment remains essential. This episode is especially relevant for B2B SaaS marketers, founders, product leaders, and growth teams navigating the intersection of AI, positioning, and go-to-market strategy. Key Topics Covered: 🔗 Learn more about Christopher Silvestri: https://conversionalchemy.net 🔗 Learn more about Symphonic Digital: https://www.symphonicdigital.com Subscribe to Performance Delivered for weekly conversations on performance marketing, AI strategy, and scalable growth.

In this episode of Performance Delivered, host Steffen Horst speaks with Natasha Nikolaeva, founder of StretchIt, a leading wellness app and workplace platform helping people improve flexibility, mobility, and mindfulness through movement. Natasha shares her journey from practicing corporate law to becoming a wellness entrepreneur — and how she turned a personal struggle with back pain into a purpose-driven business that empowers people and organizations to move, feel better, and thrive. She reveals how StretchIt grew from an Instagram community into a global digital brand, the strategies behind its early marketing success, and how it continues to innovate in both the consumer and corporate wellness space. In This Episode, You’ll Learn: StretchIt StretchIt CONNECT WITH OUR HOST & GUEST 🎙️ HOST: Steffen Horst – Host, Performance Delivered Podcast 🔗 LinkedIn:Steffen Horst 👩‍💼 GUEST: Natasha Nikolaeva – Founder, StretchIt 🌐 Website: stretchitapp.com 🔗 LinkedIn: https://www.linkedin.com/in/natasha-nikolaeva-b108b92/ 📱 Instagram: @stretchitapp TIMESTAMPS 00:00 – Intro: From law to wellness entrepreneurship 01:20 – The spark behind StretchIt and Natasha’s personal story 03:30 – Building an app before launch and early marketing prep 05:00 – Instagram as the foundation for brand awareness 07:00 – Launching globally through community engagement 09:15 – Positioning StretchIt in a crowded wellness market 12:00 – Expanding from flexibility training to workplace wellness 13:50 – The shift to B2B and offline marketing strategies 15:00 – How StretchIt keeps users and employees engaged 17:50 – Retention strategies and the upcoming AI Coach feature 19:40 – The key business metrics that drive StretchIt’s growth 21:50 – How engagement differs between consumers and corporate users 24:40 – The power of small, consistent movement habits 25:30 – Where to connect and learn more about StretchIt The views and opinions expressed on the Performance Delivered podcast are solely those of the host and guests and should not be attributed to any other individual or entity. This podcast is an independent production of Performance Delivered, and all rights of ownership and reproduction are retained. © 2025

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 Episode Connect with Us Visit symphonicdigital.com Follow us on X: @SymphonicHQ 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.

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: Featured Guests: Lindsie NelsonAndreas Voniatis Resources & Links: LinkedInsymphonicdigital.com 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.

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: Timestamps: 00:00 – Intro 01:00 – Karl’s career journey 04:09 – Why the CMO role is uniquely difficult 06:16 – Building credibility and trust 09:00 – The “Plan on a Page” framework 13:30 – Building trust through transparency & authenticity 14:55 – What authenticity looks like in leadership and campaigns 19:30 – How AI is reshaping marketing 23:58 – Driving efficiency and conversion with AI 24:46 – Preparing for the rise of AI agents 27:20 – Why SEO is no longer enough 28:42 – Buyers already using ChatGPT to discover vendors 29:22 – Closing thoughts + how to connect with Karl 👉 Learn more about Illumio: https://www.illumio.com 👉 Learn more about Symphonic Digital: https://symphonicdigital.com

📝 Episode Description In 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: ⏱ 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 & Resources https://www.symphonicdigital.com 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.

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: If 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 – Intro 00:11 – Welcome back & episode overview 01:22 – When to plan with AI from day one 03:28 – Differentiation in an AI-driven market 04:34 – Brand positioning and being where competitors aren’t 07:07 – Strategy shifts: reporting, funnel growth & brand control 10:07 – Dunning-Kruger effect in campaign evaluation 12:32 – Trusting AI insights vs. human verification 15:04 – Critical thinking in prompting & data interpretation 18:10 – Predictive modeling: promise vs. reality 22:42 – Budget planning in the AI-first world 26:14 – Accounting for learning periods & runway 27:59 – Focusing spend for better results 29:45 – Targeting by time zone & campaign consolidation 31:47 – Closing thoughts & guest info 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.

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: Guests: Navah HopkinsShawn Walker Links & 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: force multiplier⚠️ 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: Memorable 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.” – Lindsie Connect with Us: 🔗 Website: https://www.symphonicdigital.com 🐦 X (Twitter): @SymphonicHQ How to Listen: Available on Apple Podcasts, Spotify, YouTube, and wherever you get your podcasts. Timestamps: 00:00 – Intro 00:47 – What is zero-click search? 02:00 – AI’s impact on click value and brand awareness 03:42 – Why content must now meet a higher standard 06:00 – Shifting focus from traffic to lead quality 07:59 – What should we actually be measuring? 10:15 – Connecting SEO to ROI 13:08 – Attribution modeling and data limitations 17:41 – Content-based vs. channel-based attribution 21:05 – Why you need CRM integration to prove SEO value 24:00 – How to get leadership buy-in for SEO strategies 25:45 – Should SEO go beyond Google? 27:55 – Final thoughts and takeaways

Grant Johnson on How to Measure Marketing Effectiveness and Align on KPIs Episode of Performance Delivered – Insider Secrets for Digital Marketing Success In 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: Whether 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: 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.

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 base Listen 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 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:Human-Centric Approach:Brand Value Equation:Storytelling in Marketing: Consumer Insights:Marketing Metrics:Practical Application: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 AdvertisingConversion TrackingCustomer Consent:Website Usability and Accessibility:Data Collection and Decision Making:Success Metrics:Resources and Engagement 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 StrategiesConversion TrackingPrimary vs. Secondary ConversionsMicro ConversionsCommunity Engagement 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.