Performance Delivered

Hosted by Steffen Horst

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229

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Jan 2026

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Insider Secrets for Digitial Marketing Success

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January 15, 2026Episode 22525 min

AI Personas Explained: The Secret to Better SaaS Messaging

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:Why AI tools do not fix messaging problemsThe difference between prompting and context engineeringHow to build AI personas based on real customer dataCommon mistakes SaaS teams make with AI-generated copyWhat a real AI-assisted messaging system looks likeHow to scale brand-consistent messaging without losing nuanceThe future of synthetic research in SaaS go-to-market teams🔗 Learn more about Christopher Silvestri: https://conversionalchemy.net🔗 Learn more about Symphonic Digital: https://www.symphonicdigital.comSubscribe to Performance Delivered for weekly conversations on performance marketing, AI strategy, and scalable growth.

November 6, 2025Episode 22438 min

Building a Brand That Moves People with Natasha Nikolaeva, Founder of StretchIt

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:How Natasha turned her personal wellness journey into a purpose-driven business.The early marketing strategies that helped StretchIt gain global traction.Why consistency and community were key to building long-term engagement.The shift from consumer fitness to workplace wellness — and what Natasha learned entering the B2B market.How StretchIt uses competitions, challenges, and personalization to boost retention.The metrics that truly matter when scaling an app-based wellness business.How purpose, storytelling, and product design drive user trust and brand growth.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: @stretchitappTIMESTAMPS00:00 – 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 StretchItThe 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

October 30, 2025Episode 22331 min

AI Meets PR: How Artificial Intelligence Is Transforming Media, Credibility, and Brand Visibility

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.

September 11, 2025Episode 22231 min

Trust as a Growth Driver in B2B: Insights from Kristin Oelke

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.

September 4, 2025Episode 22133 min

Human-First SEO Skills in the Age of AI

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.

August 28, 2025Episode 22029 min

The Modern CMO Challenge with Karl Van den Bergh

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

August 21, 2025Episode 21925 min

Mastering Positioning & Messaging in the Age of AI with Lori Stout, CMO of Bigleaf Networks

📝 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.

August 14, 2025Episode 21833 min

The Future Is Manual? How AI Is Redefining Paid Search Strategy (Part 2)

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.

August 7, 2025Episode 21730 min

The Future Is Manual? How AI Is Redefining Paid Search Strategy (Part 1)

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

July 31, 2025Episode 21630 min

Kurt Uhlir on How AI Is Reshaping Marketing Teams

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.