Is your marketing team still measuring success the old way?

In this episode, Matt Bertram, Head of Digital Strategy at EWR Digital, fractional CMO, and podcaster, shares how the digital landscape is shifting beneath our feet. Traffic is down. Impressions are up. Buyers are more informed than ever — but most of the buying journey now happens before anyone lands on your website.

Sara and Matt dig into how AI, off-page search behavior, and frictionless web experiences are changing the rules of digital strategy. They also explore why it’s time to retire outdated KPIs and focus on building brand equity, not just lead funnels.

Matt:
“They're true buyers if they're coming to your website because 75% of search is happening before it even gets to your website. So, your digital PR needs to be strong.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Matt: linkedin.com/in/mattbertramlive
Listen to The Unknown Secrets of Internet Marketing
Listen to Oil & Gas Sales and Marketing Podcast
Learn more about Progress: progress.com

Timestamps:
00:30 –  Changing Landscape of Search
02:20 – Adapting to New KPIs and Metrics
03:10 – The Role of AI in Digital Strategy
09:35 – Navigating Negative SEO
12:40 – Inspiration for Martech Insights

In a MarTech landscape saturated with tools and AI-powered everything, Phil Gamache offers a timely reminder: the tech only matters if the humans using it are empowered. He and Sara dive into the rise of “counterculture” marketing—where brands win by spotlighting the people behind the process, not just the tools that power them.

Phil:
" It's not a differentiating factor to say that you're AI-powered. It's the default now. You should be, and it shouldn't really be part of your messaging.”

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Phil: linkedin.com/in/gamacp
Explore The Humans of MarTech: humansofmartech.com
Learn more about Progress: progress.com

Timestamps:
00:30 –  Spotlighting Martech Tools
03:15 – The Human Element in Martech
04:55 – Innovative Uses of AI in Martech
07:05 – AI Advice for Beginners
09:05 – Industry Leaders for Inspiration

Hazem El Zayat, Chief Experience Officer for the MENA region at Ogilvy, joins Sara to challenge the status quo of how AI is used in marketing today. From content generators to so-called chatbots, Hazem argues we’ve only scratched the surface of what AI can and should be doing. Hazem discusses why strategy must always come before tech selection, how brands can co-design relationships with customers, and why predictive modeling and next-best-action frameworks are the future of AI-powered experience.

Hazem:
"Is writing emails what AI was meant for? Not really. Let’s talk about predictive modeling, natural language processing, and elevating healthcare, travel, and more."

Links & Resources:
Connect with Sara: linkedin.com/in/sara-faatz-b67213
Connect with Hazem: linkedin.com/in/hazem-el-zayat-ccxp-2871593
Learn more about Progress: progress.com

Timestamps:
00:20 – The overwhelming MarTech landscape: too many tools, not enough strategy
01:40 – AI misuse: What it’s doing vs. what it should be doing
04:30 – Why chatbots often disappoint
05:00 – True CX: Relationship co-design, not customer “management”
07:45 – CX done right: Banks, airlines, and even a luxury retailer
08:35 – MarTech hot take: CX is everyone’s job
10:05 – Go-to sources for MarTech inspiration