Ep 20: Heidi Schwende | Adapting in the Noise (Part 2)

What this episode covers

Part 2 with Heidi Schwende goes straight into the mess most agencies are dealing with right now. Prospecting in a market flooded with “experts.” Generic outreach is dead. Heidi walks through how she is using AI to build hyper-personalized insights before the first conversation even happens. Not fake audits. Not templated emails. Real signals that make a prospect stop and think.Then we wander into the topic that is frying everyone’s brain. AI search, LLM visibility, disappearing traffic, and the uncomfortable reality that nobody actually has the full playbook yet. The fundamentals still matter. But the rules of discovery are shifting fast, and the agencies looking for shortcuts are going to learn that lesson the hard way.And because this is still a conversation between friends, the episode eventually veers into the human side of agency life. The friendships inside the WSI network. The trust that comes from doing business the right way. And the kind of ridiculous stories that only happen when digital marketers spend too much time together in the same room. Strategy, perspective, and a reminder that sometimes the best part of this industry is the people.

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