In this conversation, Parthi Loganathan, the co-founder of LetterDrop, discusses his approach to SEO and content creation. He emphasizes the importance of understanding user intent and providing unique and valuable content. Parthi also highlights the concept of information gain and its role in standing out from competitors. He discusses the evolving landscape of SEO and the need for multimedia and authenticity. Additionally, Parthi explains the difference between demand creation and demand capture in marketing strategies. The conversation covers topics such as omnichannel approach and niching down, inbound leads and approach to LinkedIn, revenue attribution and marketing metrics, brand marketing and revenue-focused marketing, trends in SEO and demand generation, and investing in marketing skills for the future.

Key Takeaways
Focus on user intent and provide valuable content to stand out in SEO.
Strive for information gain by offering unique perspectives and diverse opinions.
Embrace multimedia and authenticity in content creation.
Differentiate between demand creation and demand capture in marketing strategies. An omnichannel approach and niching down can help businesses compete in different categories and target specific customer needs.
LinkedIn is a valuable platform for demand generation, and building authentic relationships is important for success.
Revenue attribution is complex, but directionally measuring what's working and driving revenue can inform marketing strategies.
Both brand marketing and revenue-focused marketing have their place, and measuring outcomes for each can provide valuable insights.
The majority of companies still rely on old-school SEO and could benefit from a more strategic approach.
Investing in skills such as understanding the business, critical thinking, and adapting to change is crucial for marketers in the future.

Show Links
Visit Letterdrop
Connect with Parthi Loganathan on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

Sahil Patel, CEO of Spiralyze, shares his journey to becoming CEO and introduces Spiralyze, a conversion rate optimization company. Spiralyze offers a unique tech-enabled service that combines an agency component with a SaaS product. They scrape data from 34,000 websites that run A/B tests to identify proven winners, which are tests that have been validated by multiple companies. Spiralyze uses this data to design, build, and run tests for their clients, offering performance-based pricing where clients only pay if they achieve a significant lift in conversions. Sahil also addresses concerns about statistical significance and the challenges of running tests with limited traffic in the B2B SaaS space. In this conversation, Sahil Patel discusses the differences in B2B marketing and the challenges of achieving statistical significance in experiments. He emphasizes the importance of taking big swing tests and killing losing and neutral tests early. Sahil also shares insights on the perishability of learnings and the pragmatic approach to testing in the B2B SaaS world. Additionally, he provides advice on managing mental health as a CEO and finding fulfillment in work. The conversation concludes with a book recommendation: Snow Crash by Neil Stephenson.
Key Takeaways
Spiralyze is a conversion rate optimization company that combines an agency component with a SaaS product.
They scrape data from 34,000 websites to identify proven winners, tests that have been validated by multiple companies.
Spiralyze offers performance-based pricing, where clients only pay if they achieve a significant lift in conversions.
Addressing statistical significance and limited traffic in the B2B SaaS space can be challenging but can be overcome with data-driven approaches. B2B marketing has meaningful differences compared to other types of marketing, such as lower traffic and different desired actions.
Taking big swing tests, rather than meek tests, can lead to quicker statistical significance and more impactful results.
In the B2B SaaS world, it is important to kill losing and neutral tests early to optimize resources and time.
Learnings from experiments are highly perishable and specific to the test conducted, making them less valuable in the long term.
Managing mental health as a CEO requires having a peer group, confidants, and seeking therapy when needed.
Personalization and customization are often overrated, and companies should focus on showing relevance and solving customer problems.
Finding fulfillment in work involves aligning your strengths with the rewards and characteristics of the environment.
The book Snow Crash by Neil Stephenson is recommended for its engaging story and futuristic concepts.
Show Links
Visit Spiralyze
Connect with Sahil Patel on LinkedIn and check his Bio
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this conversation, Eve Alexander, a product marketing leader, discusses the evolution and strategic importance of product marketing. She highlights the need for product marketers to revisit and refine their story and positioning as the market changes. Eve also shares insights on differentiating in a competitive market, using competitive intelligence to inform strategy, and the role of integrated campaign planning. She emphasizes the importance of hiring for both hard and soft skills and building a strong team. Lastly, Eve provides advice for individuals starting a career in product marketing. In this conversation, Eve Alexander shares insights and advice on transitioning into product marketing and finding success in the field. She emphasizes the importance of finding opportunities even without direct experience and highlights the value of mini mentorship. Eve also discusses the significance of prioritizing your own success and recommends the book 'Influence' by Robert Cialdini. Connect with Eve on LinkedIn to learn more.
Key Takeaways

Product marketing is a strategic role that requires constant refinement of the story and positioning as the market evolves.
Competitive intelligence is crucial for differentiating in a competitive market and informing strategy.
Integrated campaign planning helps align marketing activities and create clarity and focus.
Hiring for both hard and soft skills is important in building high-performing product marketing teams.
Individuals starting a career in product marketing should focus on positioning their unique value and finding the right opportunities. Don't be discouraged if you don't have direct experience in a specific field. Focus on the unique value you can bring to the table and find hiring managers who value that.
You don't need a mentor with a capital M. Seek advice and guidance from a board of mentors who can provide mini mentorship.
Prioritize your own success and make sure to invest time in your own growth and development, even when working on projects for others.
Read 'Influence' by Robert Cialdini to learn about how to navigate organizations and get good ideas to flourish.
Show Links
Visit Seismic
Connect with Eve Alexander on LinkedIn
Connect with David Khim on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter
Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/

In this conversation, Alex and David Baum discuss the problems and challenges in content operations (Content Ops) and the need for a new generation of software and tools to support the way people work today. They explore the disarray in content strategy, the gulf between content managers and writers, and the risks of an SEO-first approach. They also emphasize the importance of preserving the human internet and the value of human-generated content in an era of generative AI. Overall, the conversation highlights the need for a more holistic and human-centric approach to content operations. In this conversation, David Baum and Alex discuss the future of the human internet and the challenges of algorithmic delivery. They explore the cynicism and lack of serendipity in content today, as well as the limitations of algorithms in discovering new content. They also delve into the incentives for choosing the human route in content creation and the scarcity of organic hits on search engine result pages. The conversation concludes with a call to action to check out relato.com and connect with David Baum on LinkedIn.

Key Takeaways

Content Ops is a problem worth solving as there has been significant change in the way teams work and organize content, but there is a lack of proper software and tools to support this new way of working.
The current approach to content ops is often fragmented, with homegrown solutions and a lack of robust platforms, leading to inefficiencies and wasted time.
There is a gulf between content managers and writers, with different perspectives and problems. Content managers focus on strategic goals and outcomes, while writers face challenges in managing multiple clients and tools.
An SEO-first approach to content marketing is risky due to increased competition, volatile search engine results pages (SERPs), and the need for high investment and velocity to compete.
Preserving the human internet is crucial as AI-generated content threatens the unique voices and creativity of human content creators. Human-generated content is essential for training new models and maintaining the value and authenticity of the internet. The future of the human internet relies on finding a way to classify content as human or not.
There is a need for more serendipity and less algorithmic delivery in content.
Discovering new content is a challenging problem that current algorithms have not solved.
The scarcity of organic hits on search engine result pages incentivizes content creators to choose the human route.

Show Links

Visit Relato
Connect with David Baum on LinkedIn
Connect with Alex Birkett on LinkedIn and Twitter
Connect with Omniscient Digital on LinkedIn or Twitter

Past guests on The Long Game podcast include: Morgan Brown (Shopify), Ryan Law (Animalz), Dan Shure (Evolving SEO), Kaleigh Moore (freelancer), Eric Siu (Clickflow), Peep Laja (CXL), Chelsea Castle (Chili Piper), Tracey Wallace (Klaviyo), Tim Soulo (Ahrefs), Ryan McReady (Reforge), and many more.
Some interviews you might enjoy and learn from:
Actionable Tips and Secrets to SEO Strategy with Dan Shure (Evolving SEO)
Building Competitive Marketing Content with Sam Chapman (Aprimo)
How to Build the Right Data Workflow with Blake Burch (Shipyard)
Data-Driven Thought Leadership with Alicia Johnston (Sprout Social)
Purpose-Driven Leadership & Building a Content Team with Ty Magnin (UiPath)
Also, check out our Kitchen Side series where we take you behind the scenes to see how the sausage is made at our agency:
Blue Ocean vs Red Ocean SEO
Should You Hire Writers or Subject Matter Experts?
How Do Growth and Content Overlap?
Connect with Omniscient Digital on social:
Twitter: @beomniscient
Linkedin: Be Omniscient
Listen to more episodes of The Long Game podcast here: https://beomniscient.com/podcast/