The LiftKit Marketing Podcast

Morten Revsbech started his career guarding the Queen of Denmark. Now he helps sales teams and business owners stop chasing the wrong leads and start closing more of the right ones. In this episode of the LiftKit Marketing Podcast, Morten joins John Hoeft and Danielle Schermerhorn to talk about why sales and marketing are still fighting each other, and what it actually takes to fix it.Morten is a Sandler certified sales trainer and coach based in Tampa Bay, and he brings a no-fluff perspective on the sales process most marketers have never been handed.In this episode you'll learn:Why smarketing matters more now than ever in B2BThe Sandler 7-step sales methodology and what marketers can take from itHow to build a service level agreement between sales and marketingWhy 97% of salespeople never ask for referrals (and what that's costing you)How agencies can build an outbound process that actually scalesSubscribe to the LiftKit Marketing Podcast and find more episodes, guest nominations, and resources at LiftKitMarketing.com.

Episode 16: What insights can AI provide about your brand when no one is watching? David Kirkdorffer, a leader in B2B growth marketing and a strategic advisor, joins John and Danielle to discuss why brand visibility in the AI era hinges less on technical optimization and more on the clarity, consistency, and narrative you've crafted across the internet over time. Covering everything from the buyer journey to the attribution mirage, David leverages over 20 years of B2B marketing expertise to engage in one of the most crucial discussions marketers need to have right now.

In this episode, Serena Christianson tackles a question more marketers are asking than will admit: what do you do when marketing stops being the right fit? Serena shares why walking away from a career you invested in is not failure, how the sunk cost fallacy keeps talented people stuck, and why your winding, unconventional path is actually your biggest differentiator. She also delivers some of the most practical job search advice you will hear, from resume fonts that beat applicant tracking systems to networking strategies that open doors. A must-listen for marketers navigating a career pivot, a layoff, or just wondering if there is something better on the other side.

AJ Kumar has spent 15 years helping founders, CEOs, and experts stop being their industry's best kept secret. As the founder of The Limitless Company and author of Guru Inc., he's built personal media companies for clients like Neil Patel, turned a wellness blog into a brand generating over 10 million in revenue, and co-founded the agency Single Grain.In this episode of the LiftKit Marketing Podcast, John Hoeft and Danielle Schermerhorn sit down with AJ to talk about what it really takes to build a personal brand that drives business results.In this episode you'll learn:How to move up the "guru ladder" from generalist to recognized authorityWhy AJ believes YouTube is becoming the new HollywoodHis ROAC framework for measuring the ROI of organic contentWhy the smartest use of AI isn't automation, it's making yourself smarterWhat companies like ClickUp are doing by hiring actors instead of paying influencersHow to find your content format and why perfect practice beats just showing up

Episode 13: In this episode, Mordy Oberstein, Head of Brand at SE Ranking, tackles the questions every marketer is asking right now: Does your website even matter, and is SEO dead? Mordy shares why brand identity is the step most companies skip, why that one gap breaks everything else, and what LLM visibility actually means for how your brand shows up in an AI-driven world. He also breaks down the real role of your website when AI is answering questions before anyone clicks. A must-listen for brand leaders and marketers rethinking where to place their bets in search and beyond.

On this episode of the LiftKit Marketing Podcast, we sit down with Levi Worts, Senior AI Marketing Strategist at SUSE, to unpack what happens when AI moves from a productivity tool to a leadership challenge. Levi shares why the push for “10x output” often leads to burnout, how output and outcomes are frequently confused, and where organizations are getting AI wrong today.

The LiftKit Marketing Podcast introduces the hosts and guests, discusses the impact of Dry January on alcohol consumption trends, explores the influence of these trends on marketing, and delves into the role, strengths, and strategies of Digits in retail media. The conversation also covers audience targeting and Dave Glaza's journey into marketing. The conversation covers Dave Glaza's career journey at Target, transition to entrepreneurship, first client experience, future of Digits, Amazon's retail innovations, expansion into grocery and C-stores, marketing advice for brands, lessons in entrepreneurship, adoption of AI in marketing, alternate career paths, recognition for marketing work, contact information, and conclusion.TakeawaysDry January's impact on alcohol consumption trendsThe role of retail media in adapting to changing alcohol consumption trends Career progression at TargetTransition from corporate job to entrepreneurshipReasons for transitioning to entrepreneurshipChallenges and motivations of entrepreneurshipFirst client experiencePitching services and early business growthFocus on specialization and nicheExcitement for future growthImpact of Amazon's retail innovationsChallenges and opportunities in the industryExpansion into grocery and C-storesService offerings and tech support in the marketImportance of marketing budgetingChallenges of paid visibilityTurning point in entrepreneurshipEmployee-centric vision and agency growthAdoption of AI in marketingStaying relevant and adapting to new toolsInterest in alternate career pathsPassion for woodworking and sports podcastingRecognition for local marketing workSupport for local businessesPreferred contact methodAppreciation for the interview opportunityChapters00:00 Introduction to LiftKit Marketing Podcast07:05 The Role of Digits in Retail Media12:13 Differentiation and Strengths of Digits17:59 Dave Glaza's Journey into Marketing23:13 First Client and Business Pitch29:15 Expansion into Grocery and C-Stores37:30 Lessons in Entrepreneurship43:50 Alternate Career Paths

In this episode, we sit down with Jessica Graeser, VP of Marketing at NinjaCat, to explore the intersection of data, AI, creativity, and what it takes to build and scale a high-performance B2B marketing engine. Jessica shares her unconventional journey into marketing, from art history major to leading strategic marketing at a fast-growing SaaS company. She breaks down how NinjaCat evolved from a reporting tool for agencies into a powerful AI-enabled marketing analytics platform serving both agencies and enterprise brands. We also dig into: Why inbound vs. outbound is a false choice How to really use data to drive pipeline (not just dashboards for dashboards' sake) The pitfalls of AI SDRs (and why one attempt totally flopped) Lessons from building a podcast that’s lasted 100+ episodes NinjaCat’s unique company culture, 4-day work week, and fully remote team Why curiosity, strategy, and synthesis are the new superpowers for marketers Whether you’re leading a lean marketing team, building your tech stack, or wondering how to stand out in a noisy B2B world — Jessica offers smart, battle-tested insights you can put into play today.

In this episode of the LiftKit Marketing Podcast, we sit down with Stephen Pruitt, Principal at Mountain View Group, to explore the powerful intersection of creativity, strategy, and empathy in agency leadership. With roots in filmmaking and a career that spans award-winning work with global brands like Coca-Cola, UPS, and GE Healthcare, Stephen shares how he transitioned from directing television to running a thriving creative agency. We dive into the rise of AI in creative workflows, how to build a people-first agency culture, and why internal communications is one of the most overlooked growth levers for large organizations. If you're a marketer, agency leader, or creative professional navigating change, this conversation offers both inspiration and actionable insight.

From Retail Floor to Digital Commerce Powerhouse. Michael McBride on Building Agencies, AI Readiness and Brand Innovation  In this episode of the LiftKit Marketing Podcast, host John Hoeft sits down with Michael McBride, Founder and CEO of Atelier Commerce, for a wide-ranging conversation on the evolution of digital commerce, building a full-service agency from scratch, and preparing brands for the AI-driven future of marketing. 

From General Mills to AI Startups with Carter Jensen. What does it take to walk away from a high-level role at a Fortune 500 company to help build something from the ground up. Carter shares why he made the leap from corporate stability to entrepreneurial uncertainty, what it means to find your zone of genius, and how thinking like a founder can help marketers and business leaders thrive in a rapidly changing landscape.

In this episode, we’re joined by Heidi Hattendorf, fractional CMO, go-to-market strategist, and author of The Marketing Growth Formula. Heidi shares how to transform marketing from a cost center into a measurable driver of business growth. We dig into product marketing, positioning strategy, aligning teams, and how to scale with purpose. Whether you're a founder, marketer, or exec, this conversation is full of insights.

In this episode of the LiftKit Marketing Podcast, we’re joined by Callie Doschadis, founder of AdHound Media, a fast-growing digital agency based in Nashville. Callie shares her no-BS journey from being unexpectedly fired to launching a fully booked agency in under a year. She talks candidly about: Why she didn’t niche down right awayThe myth of needing a big in-house teamAdHoundID — which identifies anonymous site visitors and fuels next-level retargetingWhat’s actually working for her clients right now in digital advertisingWhether you’re an entrepreneur, marketing manager, or just someone thinking about building your own agency — this episode is packed with lessons, energy, and practical insights. We also hear her advice for women stepping into entrepreneurship, why "there’s never a perfect time," and who she’s lifting up in her community.

From Freelance to Founder: HubSpot Ops, Live Events & Scaling Smart In this episode of the LiftKit Marketing Podcast, John Hoeft and Danielle Schermerhorn sit down with Danielle Urban, co-founder of Cartographer Consulting, a marketing operations consultancy that helps SaaS and service-based companies make sense of messy systems, workflows, and disconnected tools. Danielle shares how she went from moonlighting freelance projects to launching a thriving ops-focused consultancy. You’ll hear how motherhood and the high cost of daycare nudged her toward entrepreneurship and how she’s now using her operations brain to help growing teams scale smarter. We also dig into: How to get the most out of HubSpot Behind-the-scenes of her recent INBOUND conference experience How to network like a pro (even if you’re going solo) The role of AI in marketing ops Advice for freelancers and agency owners ready to scale If you’ve ever wondered what it looks like to build a consultancy with strong systems and human-centered values — this one’s for you.

SEO Isn’t Dead, It’s Just Evolving. Adrian Dahlin on Search, AI & Authority Is SEO really dead? Not according to Adrian Dahlin. In this episode, we sit down with the founder of Search to Sale to talk about the evolution of search, the rise of generative engine optimization (GEO), and how AI is changing the way brands get discovered online. Adrian shares his journey from data-driven nonprofit marketer to SEO expert and tech founder and opens up about the challenges (and breakthroughs) of launching an agency just as AI tools like ChatGPT were exploding onto the scene. We dig into: Why SEO still works (despite the rumors) How AI chatbots are influencing buyer decisions What “AI authority” means, and how to build it The underrated power of Reddit in SEO strategy How brands should rethink search, traffic, and trust This conversation is a must-listen for marketers, agency owners, and anyone navigating the shifting search landscape in 2025 and beyond.

In our debut episode of the LiftKit Marketing Podcast, we sit down with Andrew Eklund, founder of Ciceron, Minneapolis’ first digital agency and a true trailblazer in the world of marketing and technology. Andrew shares his 30-year journey through the digital revolution from launching a CMS before WordPress even existed to building e-commerce sites before Amazon Prime was a thing. He opens up about the highs and lows of agency life, the challenges of burnout and reinvention, and why connection still matters more than ever in a tech-saturated world. We also dig into: The early days of digital marketing (and what’s changed) His work with TAAN Worldwide, a global agency network Why AI needs a human-centered strategy to be effective What agencies should be doing to stay relevant right nowIf you're a marketer, agency owner, entrepreneur, or just love a great founder story, this one is for you.

In this episode of the LiftKit Marketing Podcast, we sit down with Brooke Weller, a marketing leader who’s done it all — from running a coffee stand to leading global media teams to launching her own agency. Brooke shares her unconventional path to marketing leadership, including: How she launched her first business out of a gas station Why “filling the gaps” became her superpower in agency life The value of ignoring the “stay in your lane” advice Her approach to integrated marketing in a post-funnel world The AI tools and platforms she’s testing and loving right now What inspired her to launch Designs for Growth, and what’s next Plus, we talk about her restaurant startup, her new consulting ventures, and why now is the most exhilarating — and humbling — time to be in marketing.

In this inaugural episode of the LiftKit Marketing podcast, hosts John Hoeft and Danielle Shermerhorn share their personal journeys in the marketing industry, discussing the challenges and triumphs they have faced. They emphasize the importance of celebrating the wins in marketing, the average tenure of marketers, and the need for a supportive community. The conversation also touches on the evolving landscape of marketing, the impact of AI, and the significance of sharing stories to empower fellow marketers. The marketing industry can be tough, with an average tenure of just 1.5 years. It's important to celebrate wins and share experiences in marketing. Many marketers feel isolated and struggle to share their successes. Starting a business can lead to unexpected opportunities in marketing. Wearing multiple marketing hats provides valuable experience. Work-life balance in marketing is often intertwined with personal life. The marketing landscape is constantly evolving with new technologies. AI is seen as a game-changer in the marketing field. Sharing stories can inspire and empower other marketers. Building a supportive community is essential for growth in marketing.