In this episode of E-Coffee with Experts, Austin sits down with Manoosh Majdzadeh, Head of Marketing at exalate, to unpack what modern B2B marketing actually looks like when the rules keep changing.
Manoosh breaks down how brands can unify PPC, organic, PR, and thought leadership under one consistent brand umbrella. She shares why LLM share of voice is the biggest uncontrollable gap marketers face today, and how tools like Profound and Keywords.com only get you so far.
She also digs into how Exalate approaches LinkedIn ABM, video SEO, budget allocation, conversion tracking, and building an inbound machine that keeps the pipeline fat across both MQLs and SQLs.
The conversation goes deeper than tactics. Manoosh walks through how her team runs experiments, where they find inspiration for campaigns, how they kill tests that are not working, and why listening to your own customers and sales conversations is the most underrated research tool in marketing.
She also opens up about internal communication in a remote-first company, what working out loud actually looks like in practice, and why communication is the silent engine behind every high-performing team.
If you are a B2B marketer, marketing ops lead, or demand gen professional trying to stay sharp as channels fragment and AI reshapes search, this episode is for you.
Takeaways:
- All marketing channels should operate under one unified brand umbrella
- LLM share of voice is largely uncontrollable but observable through branded search
- LinkedIn ABM and sponsored thought leadership are outperforming traditional paid channels
- Budget should shift fluidly between paid and organic based on what is already working
- The best experiment ideas come from listening to sales calls and customer conversations
- Run PPC tests for three to four weeks before deciding to kill or scale them
- Working out loud in Slack builds alignment and prevents communication breakdown
- AI tools are most valuable when they give your team extended reach, not just output