FiredUp! - The Startup Marketing Podcast

Firebrand
  • 5.0 (17)
  • Marketing
  • Updated Weekly

FiredUp! is the show for marketers working in early and late-stage startups. Each week, we walk through fresh strategies and tactics to build brand and drive demand for your startup. Featuring interviews with marketing leaders, our take on the latest trends, and practical tips about PR, content marketing and growth marketing, we promise plenty of signal with some noisy fun along the way. FiredUp! is hosted by the team at startup marketing agency, Firebrand. Learn more at firebrand.marketing today. 

  1. When Not to Use AI

    May 28

    When Not to Use AI

    AI has enormous potential to accelerate our workflows and to accelerate content production, but it can also slow things down. While generative AI tools have enormous potential to speed up your daily marketing operations, relying on them for all of your external communications is creating a massive hidden tax on your productivity. Many marketing teams are trapped in a cycle of relying on automated content, only to find that their messaging has become completely bland, flat, and filled with inaccuracies. In this episode of FiredUp!, we explain how over-reliance on AI can erode your strategic thinking and flag the specific areas where human judgment and taste must remain completely non-negotiable. This week, episode 136 of the FiredUp! podcast is about when not to use AI!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, the Firebrand team shares the two main areas where AI can create challenges in your agency and actionable steps you can take right now to incorporate AI where it counts but keep a human hand in the process.  Morgan and Chris discuss: The Commodity Language Trap: When you use AI to draft your external communications, your messaging automatically reverts to the mathematical average. Relying heavily on automated tools guarantees you will produce commodity language that makes it impossible for your brand to stand out in a crowded market.The Doom Spiral of Thought Leadership: Outsourcing your writing to AI doesn't just make the copy worse—it degrades your strategic thinking. The manual process of writing and editing is exactly where you sharpen your unique point of view, discover insights, and find your voice.Guard Your External Messaging: While AI is highly effective for internal brainstorming and structure, it introduces major risks to your public-facing assets. Human judgment and editing are mandatory to prevent AI-generated errors and to protect your hard-earned brand authority.The AI Brief Paradox: AI-generated briefs often lack context and taste, creating a disconnect that can actually slow down content production. To keep workflows fast and accurate, the strategic foundation of any campaign must come directly from human experience and insight.We are huge believers in the power of AI, but as marketers, our ultimate value lies in our taste, our judgment, and our creativity. If we delegate our core thinking to the machine, we sacrifice the very traits that make our brands distinctive.  Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    32 min
  2. AI Search Monitoring Using Scrunch with Kevin White

    May 14

    AI Search Monitoring Using Scrunch with Kevin White

    Traditional SEO rankings are no longer enough to guarantee visibility as B2B buyers shift their research to AI engines like ChatGPT, Perplexity, and Claude. For many startup marketers, these platforms represent a blank space where traditional tracking tools fail to provide clear insights. In this episode, we dive into the fundamental shift from deterministic search to probabilistic AI platforms with Kevin White, head of marketing at Scrunch.  This week, episode 135 of the FiredUp! podcast is about AI search monitoring using Scrunch!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, Kevin White shares the importance of measuring and reporting brand performance over time despite the probabilistic nature of AI search and actionable steps you can take right now to adapt and change as information on AI search becomes more available.  Kevin White is the head of marketing at Scrunch AI, where he’s building visibility infrastructure for the post-LLM web — analytics and optimisation that show brands how they’re being represented inside ChatGPT, Perplexity, Claude, and Google AI Overviews. Before Scrunch, Kevin spent a decade marketing for the companies that defined the modern operator stack — Common Room, Retool, and Segment — and has advised teams at Ashby and Deepnote. Kevin, Morgan, and Alastair discuss: SEO vs. AI Search Monitoring: Understand the shift from deterministic rankings (static lists of links) to probabilistic platforms (AI answers that change based on the prompt). To win in 2026, you must monitor citation performance across thousands of synthetic prompts to see if your brand is consistently recommended.The Power of Fan-Out Queries: Learn how to move beyond simple keyword searches. Successful AI search optimization involves testing fan-out queries—the natural, conversational questions your buyers are actually asking—to understand how AI engines perceive your brand's authority and relevance.PR and Content Synergies: AI search visibility isn't just a technical task; it's a content and PR challenge. LLMs rely heavily on high-authority sources and third-party mentions. Strengthening your earned media and byline programs is now a direct lever for improving your rankings in ChatGPT and Perplexity.Structured Data Still Matters: While AI is smart, it still craves organization. Implementing robust structured data and clear site architectures helps AI agents crawl and "digest" your information more effectively, increasing the likelihood of being cited as a primary source. Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH KEVIN WHITE: LinkedIn Scrunch AI CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    32 min
  3. Turning Events Into PR Wins

    Apr 30

    Turning Events Into PR Wins

    Event season is back, and for many marketers, it feels like a high-stakes gamble. You’ve invested in the floor space, the logistics, and the senior team's travel, but breaking through the noise of a crowded conference center is harder than ever. On this episode of FiredUp!, we dive into the strategic playbook for maximizing your time at events. We address the common pain point of booth invisibility and show you how to transform a physical presence into a powerful media moment. From pitching early to the art of the off-site media breakfast, we unpack how to wring every drop of PR value out of your event investment. This week, episode 134 of the FiredUp! podcast is about turning events into PR wins!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, the Firebrand team shares the importance of planning your event strategy well in advance and actionable steps you can take right now to create meaningful visibility for your brand and products.  Morgan and Chris discuss: The Six-Week Sprint: Don't wait until you're on the event floor to start talking to reporters. Success is built in the 4-6 weeks before the event. Identify your product launch or key news early to secure a spot on a busy journalist's calendar.Master the Media List: The official event media list is your starting point, not your destination. Use it to identify which beats are being covered and cross-reference with your own targeted outreach to ensure you're reaching the right people.Demos Over Discussions: If you have a booth, use it as a stage. Reporters want to see the "how" and "why" of your product. A high-quality, physical demo is often a more compelling hook than a standard executive interview.Win the Off-Floor Game: Sometimes the best PR happens away from the noise. Consider hosting media breakfasts or using dedicated media lounges to provide a quiet space for deeper, more meaningful conversations with key reporters.The Follow-Up is the Finish Line: Coverage often depends on the assets you provide after the conversation. Ensure you have graphics, screenshots, and summary notes ready to send immediately so your story doesn't fall through the cracks. If you have an event coming up in the next two months, identify one "concrete deliverable" (a graphic, a data point, or a demo) that you can offer a reporter today to start the conversation early.  Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    37 min
  4. Hiring Your First Sales Team with Andrew Boos

    Apr 16

    Hiring Your First Sales Team with Andrew Boos

    In 2026, B2B buyers are more insulated than ever. The explosion of AI-generated emails and automated cold calls has made it nearly impossible for startups to break through using traditional spray and pray tactics. On this episode of FiredUp!, we explore the fundamental shift in B2B buyer behavior and what it means for founders hiring their first sales team. We address the specific pain point of declining outbound conversion rates and discuss how to pivot toward a consultative selling model that prioritizes human credibility and in real life connection over raw volume. This week, episode 133 of the FiredUp! podcast is about hiring your first sales team!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, Andrew Boos shares the importance of brand and credibility in closing deals, especially for startups without an established brand and actionable steps you can take right now to avoid common mistakes startups make when building their sales teams.  Andrew Boos is the CEO and founder of Darwinian Ventures, a firm that specializes in building and running high-performance sales teams for tech startups. Andrew is a seasoned sales leader with a deep track record of taking early-stage companies from founder-led sales to a repeatable, scalable revenue engine. Andrew and Morgan discuss: The Rise of the AI Researcher: Buyers are now using AI agents to vet vendors before ever speaking to a human. Your sales team must transition from providing basic product information to acting as high-level consultants who can navigate the specific, complex needs of an already-informed buyer.The "Death of the SDR" for Generic Outreach: High-volume, automated "spam" is a liability in 2026. Success now requires a "surgical" outbound approach—combining targeted, value-based outreach with strong brand credibility and strategic in-person networking.Hire for Curiosity, Not Just Quota: Your first sales hire shouldn't just be a "closer." Look for candidates with high emotional intelligence and deep industry curiosity. In an AI-saturated world, the ability to build a genuine, empathetic relationship is the ultimate competitive advantage.Leverage Brand Credibility as a Sales Tool: B2B buyers are increasingly looking for social proof before they engage. Using channels like Meta ads for targeted brand awareness and participating in "IRL" events are now primary levers for building the trust needed to fuel your sales pipeline. Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH ANDREW BOOS: LinkedIn ab@darwinian.com Darwinian Ventures CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    41 min
  5. How to Announce New Products in 2026

    Apr 2

    How to Announce New Products in 2026

    The pace of software development is accelerating at an unprecedented rate, driven by AI tools like Cursor and Claude Code that allow companies to launch features faster than ever before. For startup marketers, this speed creates a new dilemma: how do you manage a product PR program when feature fatigue makes traditional announcements less effective?  If your brand is simply shoving a grab bag of features out the door, you are likely getting minimal traction and missed editorial coverage. On this episode of FiredUp!, we dive into the evolution of product news in 2026. This week, episode 132 of the FiredUp! podcast is about how to announce new products in 2026!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, the Firebrand team shares the importance of AI in promoting product visibility and actionable steps you can take right now to get your product covered by journalists.  Morgan and Chris discuss: Narrative Over Grab Bags: Grouping features into a meaningful theme is critical; a grab bag of unrelated updates often results in low-value, automated coverage, whereas a themed announcement builds a much stronger corporate narrative.The One-Week Pitch Rule: Speed is great, but effectiveness requires lead time. For any important announcement, ensure your PR team has at least one week to pitch busy reporters to maximize editorial coverage.Optimize for AI Visibility: Modern product PR isn't just for humans. Structuring your announcements to be indexed correctly is essential for appearing in AI recommendations and competitive listicles where prospects do their research.Define the "So What?": Before going to market, define the core message of your announcement by figuring out what is most meaningful for the reporters you are targeting. If the announcement lacks a newsworthy hook, it won't move the needle beyond a basic press release reprint.Is your product news driving your corporate narrative, or just adding to the digital noise?  In a world of accelerated development, the brands that win are those that can turn fast features into compelling stories. Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    31 min
  6. What’s New in Funding News?

    Mar 19

    What’s New in Funding News?

    You’ve spent months pitching investors, navigating due diligence, and finally closing your latest round of funding, only to realize that announcing it is harder than ever. With over 3,300 VC deals per quarter and a shrinking pool of dedicated venture reporters, your news is fighting for airtime in a saturated market. On this episode of FiredUp!, we address the frustration of silent launches and explain why the traditional embargoed press release is giving way to the media exclusive. We dive into the evolving playbook for funding announcements, teaching startup marketers how to pivot from simple statistics to high-impact storytelling that captures the attention of investors and customers alike. This week, episode 131 of the FiredUp! podcast is about what’s new in funding news!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, the Firebrand team shares the differences in funding announcements in recent months and actionable steps you can take right now to maximize your chances of your funding announcement being reported on.  Morgan and Chris discuss: The Shift to Exclusives: In a world with fewer reporters covering financing, the broad embargoed pitch is losing its effectiveness. To anchor your news, focus on securing a high-impact media exclusive with a reporter who understands your niche.Storytelling Over Statistics: A funding amount is a statistic, not a story. To get covered, you must provide the raw materials of a narrative—including your team's unique background, proprietary data, or a provocative point of view on where the industry is heading.Target "Unconventional" Outlets: Don't limit your reach to traditional print magazines. Some of the most impactful coverage in 2026 is happening in industry-specific newsletters and hot digital broadcast outlets like TBPN.Transparency with Your PR Team: Your communications team needs more than just the deal size. Give them full visibility into your company’s threads—the small, interesting details that can be pulled into a larger, more compelling story for a time-strapped journalist.Put in the Work: Raising the money is a relief, but the announcement requires its own dedicated effort. Be open to creative storytelling angles that might not make immediate sense to a founder but have been proven to cut through the noise.Before your next announcement, identify three human threads in your company that have nothing to do with your valuation. These are the hooks that will help your PR team secure the coverage you deserve. Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    33 min
  7. AI Agents and Vibe-Coding in PR

    Mar 5

    AI Agents and Vibe-Coding in PR

    Is AI coming for your PR job, or is it just coming for the tedious parts of your workflow? Many communications professionals are stuck in ChatGPT limbo—using basic prompts but failing to unlock the true potential of AI agents and agentic workflows. On this episode of FiredUp!, we dive into the frontier of vibe coding and PR automation. This week, episode 130 of the FiredUp! podcast is about AI agents and vibe-coding in PR!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, the Firebrand team shares what non-standard PR tasks can look like if using AI for assistance and actionable steps you can take right now to implement vibe-coding as an option for internal projects.  Morgan and Chris discuss: From Chat to Agents: Move beyond simple text generation. The real power of AI in PR lies in agentic workflows—AI systems that can plan, execute multi-step tasks, and use tools autonomously to solve complex problems.The Rise of Vibe Coding: Discover how "vibe coding" allows PR professionals to create custom software and tools using natural language. You don't need to be a developer to build the specific PR utilities your team needs to scale.Adaptability Over Displacement: AI isn't necessarily taking jobs, but those who master AI are taking the lead. Learn why "onboarding" to agentic tools is now easier and more intuitive than earlier, more rigid iterations.Automating the "Non-Standard": AI is moving into the realm of non-standard PR work. By applying agentic workflows to research, monitoring, and outreach, consultants can free up time for high-level strategy and relationship building.The tools are getting better, faster, and more accessible every day. The question isn't whether AI will change PR, but whether you will be the one directing the agents. This week’s challenge: Revisit an AI tool you "bounced out of" six months ago. Whether it’s an agentic platform or a specialized PR utility, the technology has likely leaped forward. See if it can now handle that one manual task you dread most. Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    43 min
  8. The Secrets of Rapid Response and Newsjacking

    Feb 26

    The Secrets of Rapid Response and Newsjacking

    In the hyper-competitive tech landscape of 2026, waiting for your own "big news" isn't enough to stay relevant. Startups often struggle to break into top-tier publications or build relationships with new reporters because they are shouting into a void of crowded inboxes. On this episode of FiredUp!, Morgan and Chris unpack the world of newsjacking for tech brands. They address media invisibility, explain how to turn breaking industry news into an opportunity for your brand to lead the conversation, and more. This week, episode 129 of the FiredUp! podcast is about the secrets of rapid response and newsjacking!  Download the Multiplier Marketing Megapack today. Exclusive offer for all our listeners — get all our Startup Guides in one go! Over 50 pages of advanced tips and advice that dive deep into content marketing, search advertising, and marketing attribution. In this episode of the FiredUp! podcast, the Firebrand team shares the state of rapid response PR in 2026 and actionable steps you can take right now to prepare your PR teams and executives for rapid response opportunities.  Morgan and Chris discuss: Why Insight Trumps Information: To win at newsjacking, provide a unique "so what?" that helps the journalist build a deeper story for their audience.The First Responders Rule: Speed is the ultimate currency in rapid response. Build a short-list of pre-approved spokespeople to ensure you can move at the speed of the news cycle.Avoid the AI Microplastics Trap: Reporters know how to spot AI slop. Ensure your commentary is uniquely human in a way that LLMs can’t replicate.Leverage Calls for Sources: Beyond reacting to the news, proactively monitor platforms like Help a Reporte" or specialized Slack groups. These are direct open-door invitations from journalists looking for specific expertise, making them the highest-conversion opportunities in PR.Strategy Over Volume: Not every breaking story is your story. Only "newsjack" when you can provide a legitimate connection to your brand’s core mission. Building a successful PR program in 2026 requires more than just a list of reporters; it requires a commitment to being a helpful, fast, and authoritative resource. Thank you for listening! Tune in to all the episodes for practical tips on crushing your startup marketing goals. Don’t forget to follow, rate, and review the podcast, and tell us your key takeaways! CONNECT WITH FIREBRAND: Firebrand is a startup marketing agency. We help tech startups secure outsized marketing outcomes on their path to growth. Youtube LinkedIn X (Formerly Twitter) Work with Firebrand Apply to Be a Podcast Guest Send us Fan Mail 5.5.2026

    36 min
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About

FiredUp! is the show for marketers working in early and late-stage startups. Each week, we walk through fresh strategies and tactics to build brand and drive demand for your startup. Featuring interviews with marketing leaders, our take on the latest trends, and practical tips about PR, content marketing and growth marketing, we promise plenty of signal with some noisy fun along the way. FiredUp! is hosted by the team at startup marketing agency, Firebrand. Learn more at firebrand.marketing today. 

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