Digital Marketing From The Coalface

Hosted by Dave Robinson

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100

Latest episode

Jun 2026

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About the show

Digital marketing chat from people at the coalface delivering successful solutions to tech and engineering businesses in the UK, Europe, USA & Australia. It often descends into jibberish, but enjoyable jibberish.

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60 recent

June 9, 2026Episode 17446 min

Why 92% of Minds Are Already Made Up in the Hidden B2B Buyer Journey

Did you know that 92% of B2B buyers enter a formal evaluation with a vendor already in mind? In this episode of Digital Marketing From The Coalface, Julie and Dave dive deep into the hidden realities of the modern B2B buyer journey. With 70% to 80% of the purchase process completed before a prospect even speaks to a vendor, your website needs to do much more than simply capture leads. We explore why obsessing over B2C-style Conversion Rate Optimisation (CRO) and button colours is a trap for B2B marketers. Instead, learn why your focus must be on building credibility, offering case studies for social proof, and making the 6 to 10 decision-makers involved in a deal feel completely "safe". The conversation then unpacks a 2024 Forrester Report that proves B2B buyers are making up their minds about your business before you even know they exist. To help you adapt, Julie and Dave explain how to use Google and LinkedIn ads as a rapid "fishing exercise" to test product demand and search volume before committing six months to an organic SEO strategy. We also cover the latest in digital visibility, specifically Google's rollout of separate AI impressions in the UK Search Console. You will learn how to use AI content graders to ensure your writing is specific and "non-commodity," which forces AI search engines to link back to your website rather than just regurgitating your hard work. Finally, Dave and Julie share their own successes and frustrating hallucination failures using tools like Claude to automate tedious daily tasks. Tune in to learn how to adapt your digital strategy for the highly-researched, AI-assisted B2B buyer!

May 28, 202639 min

Hot Days and Hot Takes on Google's AI Ad Updates, YouTube Premarketing, and B2B Social Proof

Dave and Julie record with the office doors wide open to enjoy an unusually hot day here in royal Deeside, and a quick run for cold drinks sparks an unexpected marketing lesson about the "famous brand rule". The discussion flows naturally toward the topic of the power of social proof in the B2B space. Unlike world-renowned B2C brands such as Adidas, lesser-known B2B companies must rely heavily on case studies, certifications, and social proof to make buyers feel safe. We discuss the dangers of using confusing, engineering-led product names and turned out Dyson's intricate model numbers was a perfect illustration of that, often leaving consumers unable to make an easy choice. On the second half od this episode, the conversation shifts to a deep dive into Google's recent major announcements, including their plan to weave sponsored product ads directly into conversational AI responses. Will this turn out to be an innovative move or just an unimaginative reaction to losing search traffic to ad-free platforms like Claude...? Julie also touches on the transition from dynamic search ads to AI Max, which aims to offer advertisers more control over their assets, and Google's new focus on tracking "qualified future conversions" to better accommodate long B2B sales cycles. The episode wraps up with staggering statistics on AI search adoption, noting that AI mode now boasts over one billion monthly users with increasingly long follow-up queries. Dave and Julie record with the office doors wide open to enjoy an unusually hot day here in Royal Deeside, where a quick run for cold drinks sparks an unexpected marketing lesson about the "famous brand rule". The discussion flows naturally toward the power of social proof in the B2B space. Unlike world-renowned B2C brands such as Adidas, lesser-known B2B companies must rely heavily on case studies, certifications, and social proof to make buyers feel safe. Discussing the dangers of using confusing, engineering-led product names, Dave and Julie bring up Dyson's intricate model numbers that serve as a perfect illustration of this, as they often leave consumers confused and unable to make an easy choice. In the second half of the episode, the conversation shifts to a deep dive into Google's recent major announcements, including their plan to weave sponsored product ads directly into conversational AI responses. Julie and Dave debate whether this will turn out to be an innovative move, or just an unimaginative reaction to losing search traffic to ad-free platforms like Claude. Julie also touches on the transition from dynamic search ads to AI Max, which aims to offer advertisers more control over their assets, and Google's new focus on tracking "qualified future conversions" to better accommodate long B2B sales cycles. The episode wraps up with some staggering statistics on AI search adoption, noting that AI mode now boasts over one billion monthly users who are typing in increasingly long follow-up queries. And as plugged multiple times throughout the show, be sure to go and listen to the Uncensored CMO podcast to hear the full conversation with Rory Sutherland and Tom Goodwin.

May 21, 2026Episode 17252 min

Smoke, Mirrors and Marathons, Or The Exhausting Reality of B2B Search

Is Google deliberately obscuring its AI search mechanics to protect its 20-year monopoly? In this episode of Digital Marketing From The Coalface, we dive into the smoke and mirrors of the latest Google AI guidelines, which frustratingly claim that nothing has actually changed. We also explore the widening divide between building websites for human journeys versus AI machine crawlers, and try to bridge the gap between marketing strategy and web engineering as we discuss why older, structurally simple websites might perform perfectly fine, while modern JavaScript-heavy, lazy-loading pages can be entirely invisible to AI agents. We also unpack the shift toward headless CMS to resist the heavy load of AI crawlers and deliver lightning-fast web pages, and we contrast human-centric design, which prioritises branding and UI, with agent-centric design that demands clear structure, entities, and metadata. Finally, we cover the topic of deep integration between CRM and Google Ads to track meaningful B2B conversions. The reality of keeping up with AI search is an exhausting marathon, but endurance is key.

May 12, 2026Episode 17150 min

It's Official, Your Corporate Speak Marketing Blurb Is Killing Profit

Welcome back to this episode of Digital Marketing From the Coalface, where Julie and Dave discuss topics ranging from the power of specific messaging to the changing landscape of online search, before wrapping up with a surprising real-world use case for AI. But first, we dive yet again into the "Search Everywhere" Phenomenon. Digital Marketing strategists have been saying it for months now, Google's dominance is shifting as audiences under 44 are now using five or more platforms to conduct searches. Platforms like TikTok, YouTube, and AI overviews are increasingly being used for discovery. We've been using them as well, from finding local restaurants to B2B competitor research, so don't be too quick to discard TikTok as an unfit place to share about your business: your audience might well hang out there. We then proceed to air our grievances with the pricing models of major SaaS platforms like HubSpot and Unbounce, whose business models we have always found questionable. We compare said models to "drug dealers" who hook users with free or cheap starter tiers, only to hit them with massive price leaps (e.g., jumping from £20 to £300+ a month) the moment they need to scale. In a previous podcast episode, we discussed the power of MCP servers, which might well save companies quite a fair amount of money by bypassing certain SaaS services. Standing out in the age of AI is exhausting, and with the rise of AI agents creating an "ever-decreasing circle" of content and Reddit bots speaking to other bots, we highlight why maintaining a unique brand tone of voice is more important than ever. If you want to avoid producing generic "slop," your distinct branding is your best defence. That is why you should also tap into the power of plain English messaging. Julie discussed a recent piece of research proving that concrete, specific phrases are significantly more memorable than abstract corporate jargon. We dissect a real-world example of an engineering company claiming to be "leveraging our specialist capability", or whatever that means. Listen now to discover why you need to rethink your website's homepage, re-evaluate where your customers are searching, and maybe even start using AI for, say, your weekend marathon prep!

May 1, 2026Episode 17043 min

Navigating "SaaS-mageddon", AI Answer Engines, and the Power of the Specifier

Are you a CMO or CTO struggling to align your marketing strategy and tech stack with the rapid rise of AI? In this week's episode of Digital Marketing from the Coalface, Dave and Julie unpack three massive shifts disrupting the B2B landscape. First, let us introduce you to "SaaS-mageddon". We explore why major SaaS company share prices have dropped and how AI agents like Anthropic's Claude are fundamentally changing software licensing. By using Model Context Protocol (MCP) servers to seamlessly pull data across platforms like HubSpot, Xero, and Monday, companies, like yours, may drastically reduce the number of expensive SaaS user seats they need. Letting AI handle the "busy work" might be the future of entreprise tech stacks and that could positively impact your software budget. Next, we break down the transition from traditional SEO to Answer Engine Optimisation (AEO). If you think blogging is dead, think again: new research reveals that 62% of AI citations actually come from blog posts. The purpose of content has possibly shifted to attract bots and agents rather than just direct human traffic, but we also explore why user-generated platforms like Reddit, YouTube, and LinkedIn have become the "new backlinks" for Large Language Models, too. Optimising for AI discovery is no longer optional. Finally, we challenge your B2B targeting strategy with this simple question: are you marketing to the buyer or the specifier? Using the construction industry as an analogy, Julie explains why focusing your budget on the transactional buyer (the building contractor) is a waste of money if you aren't influencing the specifier (the architect) who actually dictates which brand must be used...

April 28, 2026Episode 16949 min

Why Google Ads AI is Bleeding Your Niche B2B Budget And The Brand Cost of Hyper-Aggressive Re-marketing

Welcome back to Digital Marketing from the Coalface, where Dave and Julie tackle the real-world frustrations and shifting landscapes of today's digital marketing. From the relentless stalking of aggressive (and nonsensical) retargeting ads to navigating complex Google Ads recommendations, this episode is packed (we hope) with candid, ground-level insights for marketers trying to cut through the noise and optimise their budgets. We first unpack how relentless ad frequency, like being stalked across the internet by motorcycle mounts or receiving bizarre Amazon recommendations, crosses the line from a helpful nudge into "digital annoyance". Drawing on our own experience, we discuss how Google representatives often promote automated AI features designed for high-volume B2C campaigns, and why applying these broad algorithms to highly specific, low-volume B2B campaigns can quickly deplete your budget. We also get the opportunity to remind every listener that "don't make me think" is still the ultimate rule in web design. Learn why high-value PPC campaigns require landing pages with strong social proof, a lack of confusing clutter, and exactly one clear call to action.

April 21, 2026Episode 16845 min

The "Swiss Army Knife" Myth: Why Engineering Firms Set Marketers Up to Fail

Welcome to episode 169, where Julie and Dave mull over the catastrophic mistakes engineering and B2B companies make when building their marketing teams, and how to control MarTech chaos. But first, are you searching for a marketer who can handle high-level strategy, SEO, video editing, event management, and... customer complaints? We've got bad news for you... Julie came to this episode prepared and breaks down real-world, absurd job descriptions that demand a "Swiss Army knife" marketer - somebody who is supposed to be good at everything, but is probably a master of none. They explain why expecting one person to handle both strategic planning and tactical implementation across platforms like HubSpot, WordPress, Canva, and Figma is a guaranteed recipe for producing "halfbaked" results and causing high employee turnover. Here's the uncomfortable truth: if you expect a single hire to act as an entire marketing department, and even support office admin, you set both the company and the employee up for inevitable failure. If you think through your hiring decision, and provide back up from a multi-disciplinary agency with strategic, creative, video, development and content expertise, you end up with the resource you need. But that's not all Julie and Dave talk about in this episode. They also mention how to tackle the operational nightmare caused by fragmented software systems, overlapping tool functionality, and the dangerous reality of junior employees leaving the company with the keys to vital social media accounts. Listen to find out how to stop setting your marketing efforts up for failure and start building a strategy that actually works!

April 15, 2026Episode 16742 min

Surviving the AI Traffic Drop: The Rise of Search Everywhere Optimisation

Noticing a drop in organic traffic even though your rankings haven't changed? You're not alone. With Google AI overviews now triggering on 48% of all search queries, organic click-through rates are dropping by 61% when these overviews appear. To put it simply, users are getting their answers directly from AI, eliminating the need to click through to your website. In this episode of Digital Marketing from the Coalface, Dave and Julie explore the 2026 remix of the classic debate: Is SEO dead? Together, they dive deep into the necessary pivot towards "search everywhere optimisation". For tech and engineering brands, the goal is no longer just ranking on page one of Google; it is ensuring your brand and products are cited by AI engines like ChatGPT and Perplexity. So, what are the new rules of content, and how to prevent AI from simply hoovering it up? Might the answer lie in injecting unique company insights, hyper-specific geographic data, and proprietary case studies that AI cannot replicate? Who knows! What about the very real anti-AI content backlash? The discussion also focuses on how to leverage AI for rapid data analysis without producing unreadable, mass-produced content. It's all very confusing, but that's no reason to let AI run wild with your website. You have to start positioning your engineering or tech firm to win in the era of AI search.

April 6, 2026Episode 16645 min

AI in Google Ads, Otterly.ai & AI-Driven Agency Operations

Welcome back to Digital Marketing From The Coalface with Dave and Julie. In this episode, we dive deep into the rapidly shifting landscape of AI in search engines and internal operations, hopefully bringing practical insights for businesses trying to stay ahead of the curve. Whether you are navigating high-intent B2B lead generation or looking to streamline your internal tools using AI, this episode covers the tactical realities of digital marketing today. We start by sharing our early thoughts on Otterly.ai, a new tool designed to track how often your brand or website is cited in AI engines like ChatGPT and Perplexity. We also talk about how Google is now experimenting with placing search and shopping ads directly within AI Overviews and "AI Mode". What does this mean for advertisers, and why are ads appearing next to AI snippets showing strong early conversion signals? We try to answer these questions. We share our experience using Google AI Max and how it failed us miserably. We confirm that B2B ads for niche industries still need human oversight to perform well and not waste budgets away. And more AI in marketing-related topics! Listen now to stay ahead of the AI curve in your digital strategy!

March 27, 2026Episode 16547 min

Stop Selling "Solutions": Should Engineers Run Your Marketing? Bridging the Technical-Marketing Divide

Are you selling "global solutions to world-class problems"? If so, please stop. Your marketing messaging is likely confusing your buyers and costing you leads. In this episode of Digital Marketing from the Coalface, Dave and Julie dives into the marketing challenges faced by tech, industrial, and engineering companies. They explore why highly technical companies often fall into the trap of listing off features rather than focusing on the actual outcomes their clients want to buy. If your marketing materials can't pass the "So what?" test, this episode is for you. In this episode, they cover: The "So What?" Test for Technical Messaging: why relying on jargon and lazy buzzwords like "solutions" is destroying your pitches, and how to effectively position your firm as a "safe pair of hands". Should Engineers Run Your Marketing?: let's discuss the crucial balance between highly practical engineering teams and marketing professionals. Learn why your best technical minds make incredible subject matter experts, but shouldn't be left alone to run the marketing strategy. The Myth of the Marketing "Unicorn": Why hiring a single marketing manager to handle strategy, content, paid advertising, and video editing is an impossible expectation. Navigating Complex B2B Sales Cycles: Why ROI is incredibly difficult to track across an 18-month engineering sales cycle, and the hidden dangers of pausing your marketing budget when times get tough. AI Workflows for Tech Leaders: Practical tips for using Google's NotebookLM to distil massive technical documents into audio summaries, and how to supercharge Claude using Zapier integrations to automate your inbox and calendar. Overcoming Imposter Syndrome: A candid chat about navigating intimidating corporate boardrooms, class backgrounds, and dealing with the feeling that you're going to be "found out". Whether you are an engineering director looking to better understand your marketing department, or a tech CEO trying to refine your company's core message, this episode offers practical, no-nonsense advice to help you communicate your true value. Brought to you by Red Evolution (a proud B Corp in case you missed that part).