The Sticky CMO – Details, episodes & analysis

What if the most valuable thing AI can do for your content marketing program has nothing to do with writing?

In this episode, Tom Basgil converses with Alaura Weaver, Director of Enterprise Content at WRITER, about why the biggest misconception in AI-powered marketing is treating it as a creative source rather than a creative engine. Alaura brings a writer's eye and a strategist's instinct to a nuanced, grounded take on what AI is actually good for  and what it will never replace.

They explore how Alaura uses AI agents to automate research, synthesize trends, and build repeatable content playbooks that scale across teams without sacrificing the human voice that makes content worth reading. Alaura also tackles the fear that's keeping so many marketers stuck: the obsession with not sounding like AI, when the real goal should be sounding more like yourself.

Dive into the episode: 

(00:00) Why marketers are exhausted by the AI narrative

(01:55) Gen Z is sabotaging AI strategies 

(02:45) AI as the machine behind the content, not the source of creativity

(05:44) How AI handles the research so writers can focus on the craft 

(09:17) Point of view is what makes the system deliver something usable 

(13:04) How to use AI as a creativity coach 

(15:00) How to turn a great AI session into a repeatable team process 

(17:09) Technical founders think in products, not audiences 

(18:15) Why differentiation is the moat

(20:27) Worry about what makes you, you

If you're ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Alaura Weaver https://www.linkedin.com/in/alauraweaver/ 

WRITER https://writer.com/ 

Listen to Humans of AI https://open.spotify.com/show/69CjWEzRMqIHWQ8J4YzECa 

Connect with Tom Basgil https://www.linkedin.com/in/tombasgil/

Sticky Tactics https://www.stickytactics.com/

Produced in partnership with Share Your Genius www.shareyourgenius.com

How do you stay visible in a zero-click world, where AI is answering questions even before users tap a link?

In this episode, Tom Basgil speaks with Will Ockenden, Director and Owner of Prohibition PR, about how generative engine optimization (GEO) and answer engine optimization (AEO)  are reshaping the way brands build authority and get discovered online. Will shares his expertise on why traditional PR disciplines are becoming one of the most powerful tools for winning in the age of AI search.

They explore the shift from SEO to GEO, and how the rise of zero-click behavior means brands that aren't being cited by AI engines are becoming invisible. Will also breaks down the three core signals: onsite content, technical accessibility, and offsite authority. He then shares a practical framework for auditing where you currently stand and how to systematically build your GEO/AEO visibility over time. 

Dive into the episode:

(00:00) What is generative engine optimization (GEO)?

(02:30) The rise of zero-click behavior

(04:47) Why organic traffic is dropping and why it doesn't tell the whole story

(06:00) The three core GEO signals brands need to know

(09:39) Why PR is one of the most powerful AEO/GEO tools

(11:00) Reddit, LinkedIn, and the shift to third-party credibility

(14:35) How to measure GEO visibility and what tools to use

(17:30) Where to start before running a GEO audit

(20:30) Does AEO/GEO keep marketers stuck or help them stick?

(21:43) One thing CMOs should do tomorrow

If you’re ready to prove your worth, lead with clarity, and make marketing impossible to ignore, this is your show. Because when the stakes are high, the marketers who stick are the ones who truly lead.

Subscribe now and be part of the next generation of Sticky CMOs.

Connect with Will Ockenden

https://www.linkedin.com/in/willockenden/ 

https://www.embracingmarketingmistakes.co.uk/2206375 

Connect with Tom Basgil

https://www.linkedin.com/in/tombasgil/

Sticky Tactics

https://www.stickytactics.com/

Produced in partnership with Share Your Genius

www.shareyourgenius.com

Be clear about who you’re NOT marketing to.

This is the key takeaway from this week’s conversation with Netsurion’s VP of Marketing Aaron Branson.

A distinguished CMO and growth marketing leader, Aaron is an expert on nailing your strategy, executing on it and proving your services indispensable to the C-suite.

He takes us through the difference between brand goal and demand goal, shares some wisdom on particular issues in the cybersecurity space and underlines why we need to build for scale.

Think ahead plan for success.

You’re a new CMO and you need results. Where do you start?

Esteemed marketer, fractional CMO and acclaimed author of bestseller Bullseye Marketing , Louis covers all the essentials for becoming a Sticky CMO.

His 3 phase framework aims to reveal a fast, cost-effective methods for optimizing success… and then goes on to reveal the long-term strategies you need to adopt to build brand awareness, share of voice and improve mental availability.

Join us for a rundown of the key concepts from his book’s second edition - released this week - to help you deliver for your business.

Bullseye Marketing here: https://shorturl.at/fkRW4

Companies need an in-house CMO. Or do they?

Joining this week is Jason Bradwell, fellow podcast host and founder of marketing agency B2B Better.

Jason reveals everything you need to know as a CMO - and also reveals tips for those looking to make the climb AND for companies looking to hire one.

We cover the key differences between fractional CMO (like Jason himself) and in-house CMO, indispensable insights for creating a valuable podcast for your listeners and your bottom line, and why marketing needs ‘a seat at the table’.

Jason really brings his A-game here. Let’s dive in!

How do you turn customers into brand advocates?

Enter Amanda Brennan.

Formerly Head of Editorial at Tumblr, Amanda is now Senior Director at Trends Social - where she blends information science and pop culture to bring brands to life on the internet.

In our discussion she talks about new media, algorithms, authenticity and her thoughts on how an evolving use of language is shaping our digital landscape.

Together with Tom she covers:

1. How to keep on pulse of 21st century media possibilities as a senior level marketer.
2. Why it’s so important to build a community: eventually they start doing your work!
3. How to connect communities and reach each ‘algorithmic hub’ as a B2B business.

Enjoy the episode.

Your landing page needs optimization.

But where do you even start?

Enter James Weis: the founder of Revamp and co-founder of Forecaster.

In conversation with host Tom, he breaks down the essentials for CMOs getting to grips back-end processes, automation and A/B testing.

Together, they cover:

1. The important elements to consider when building a high-converting landing page.
2. Why you should always A/B test your front-end: form fields, messaging and design.
3. What to look for in a consultant and how they can help you optimise your processes.

Going into detail from his experiences working with marketing leaders, he shares his approach as an outside consultant - what CMOs should look for, why you shouldn’t reinvent the wheel and how you can share your progress with the C-suite.

Enjoy the episode.

Not all content is created equal. 

And at every stage, your specific audience is the priority.

Here to share tips on reaching as many people as possible is Dana Gardner from Interarbor Solutions.

A tech-savvy analyst with a following of nearly 200,000 across LinkedIn and Twitter, Dana knows exactly how CMOs should create content for their business and their personal brand.

Covering key content strategy principles, the importance of problem-solution narrative and some common mistakes - Dana uncovers the blueprint for creating must-click content as a modern business.

In this episode, we discuss:

1. Common mistakes marketing leaders make with their content strategy.
2. Why having a publishing and media-savvy capability is core to a modern business.
3. The knock-on effects of content creation: leads, internal training and influence.

Enjoy the episode.

Focusing on the fundamentals: it's easier said than done.

But according to renowned advertising expert Quentin Muhlert - the founder of growth marketing agency Muhlert Digital - it's the key to CMOs exceeding expectations.

In conversation with Tom Basgil, he covers:

1. The fundamentals of Account-Based Marketing - how to get started on a budget.
2. How consultants can help you build your in-house marketing knowledge.
3. Why CMOs should move their KPIs as far down the funnel as possible.

Enjoy the episode. 

Data is fundamental for proving your value as a marketer.

That's why this week's episode features Darryl Sparey, the co-founder of Hard Numbers - an award winning performance-driven communications consultancy.

Darryl joins host Tom Basgil to break down the ever-evolving world of marketing data.

We cover:

1. How to harvest all available forms of data to prove your success as a CMO.
2. How best to present frame your results to C-Suite.
3. The pitfalls of marketing jargon and increasing power of employee advocacy

Enjoy the episode. 

It's time to become sticky.