Ahrefs Podcast Ahrefs Podcast

JH Scherck is a growth consultant known for his expertise in developing effective content strategies for SaaS companies.

He previously worked for companies like WP Engine and Docsend before striking out on his own with his SEO and content strategy agency, Growth Plays.

JH is a wealth of knowledge about B2B marketing strategies, audience development, and SEO. Check out the full podcast to learn more about:

(00:00) Introduction
(01:47) Early career mistakes
(11:34) Why targeting zero-volume keywords makes zero sense
(15:54) How to market a product with no search demand
(20:08) Owned vs earned media
(26:46) Brand vs personal brand for social media
(37:25) What is a community and how do you build one?
(42:58) Why should you attend industry events?
(51:07) Facilitating connections at events
(55:39) When is marketing attribution useful?
(01:11:31) Why AI will encourage uniqueness in marketing

Where to find JH:
LinkedIn: https://www.linkedin.com/in/jhtscherck/
X: https://x.com/JHTScherck
Website: https://growthplays.com/

Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: https://x.com/timsoulo
Website: https://www.timsoulo.com/

Referenced:
Docsend: https://www.docsend.com/
WP Engine: https://wpengine.com/
Salesforce:
Marc Benioff: https://x.com/benioff
Drift: https://www.drift.com/
Dave Gerhardt: https://www.linkedin.com/in/davegerhardt/
Alex Poulos: https://www.linkedin.com/in/poulos/
MozCon: https://moz.com/mozcon
Rand Fishkin: https://www.linkedin.com/in/randfishkin/
Sparktoro article (Provable Marketing Attribution Is a Boondoggle): https://sparktoro.com/blog/provable-marketing-attribution-is-a-boondoggle-trust-your-gut-instead/
Orbit: https://orbit.love/
Orbit model of community: https://orbit.love/model
Olivier Pomel (CEO of DataDog): https://www.linkedin.com/in/olivierpomel/
Mattermark: https://mattermark.com/
Danielle Morill: https://www.linkedin.com/in/daniellemorrill/
Patrick Stox: https://www.linkedin.com/in/patrickstox/
https://x.com/patrickstox
Joshua Hardwick: https://x.com/JoshuaCHardwick
Ryan Law: https://www.linkedin.com/in/thinkingslow/
https://x.com/thinking_slow
Jason Cohen (WP Engine): https://x.com/asmartbear
Ross Hudgens: https://www.linkedin.com/in/rosshudgens/
Wil Reynolds: https://www.linkedin.com/in/wilreynolds/
Hubspot: https://www.hubspot.com/
PubCon: https://www.pubcon.com/
Dmitry Gerasymenko: https://x.com/botsbreeder

Guillaume Moubeche is the dynamic and energetic co-founder and CEO of Lempire, a suite of SaaS tools for marketers, developers, sales teams, and designers.

Guillaume launched his company in 2018 and just 3.5 years later, it was already valued at $150M. In this episode, we dig into the tactics he used to catapult his company into $20M ARR in such a short time.

In this episode, we cover:

(00:00) Introduction
(04:13) The Myth of Product-Led Growth
(10:08) Customer Acquisition and Inbound vs Outbound
(20:06) How Trust Fuels Growth
(23:50) Challenges to Community Building
(30:32) Writing the $150M Secret
(35:51) Turning down venture capitalist money for publicity
(43:41) Current Lemlist Marketing Tactics
(45:59) Getting Banned from LinkedIn
(49:55) Why Marketing Attribution and Branded Traffic Are BS
(1:01:00) The Secret to Making Great Hires
(1:07:29) Mentorship and Networking

Where to find Guillaume:
LinkedIn: https://www.linkedin.com/in/profit-led-growth/
Website: https://www.lempire.com/

Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: https://x.com/timsoulo
Website: https://www.timsoulo.com/

How can you land big-name clients like Zendesk, Quora, Wordpress, and Shutterstock? And how can you shift to a better-paying structure as a consultant?

Eli Schwartz reveals how coining the term "product-led" SEO and writing a book about it opened doors he never thought possible, why it's a mistake to charge by the hour instead of by the product, and why SEOs should be charging more than $100 per hour.

He also discusses his 2024 predictions for Google SGE, ChatGPT as a search engine, and whether guest posts will pass any value in the eyes of Google.


In this episode, we cover:
(00:00) Introduction and Eli's background
(02:15) Going Solo and Creating Product-Led SEO
(18:16) Holistic SEO vs Product-Led SEO vs Programmatic SEO
(24:42) Accepting Clients and Creating SEO Strategies
(35:27) How Long Should Client Engagements Be?
(39:39) Outbound Marketing and Client Acquisition
(44:44) The Unexpected Success of Writing a Book
(48:34) The Potential Impact of Google's SGE
(56:39) Will ChatGPT Launch a Search Engne?
(58:48) Will Google Announce That Guest Posts Pass No Value?
(01:06:29) Does SEO Ever Change?
(01:13:46) Company Size and Marketing Attribution

Where to find Eli:
LinkedIn: https://www.linkedin.com/in/schwartze
X: https://x.com/5le
Newsletter: https://productledseo.substack.com/
Website: https://www.elischwartz.co/

Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: https://x.com/timsoulo
Website: https://www.timsoulo.com/

Tim Soulo met with the king of CRO to discuss building multiple brands, the importance of in-person events, and how to know when it’s time to pivot your business model.

How different is marketing within large, complex teams than working with smaller brands? Tim Soulo chatted with David Fallarme about large-team marketing, fractional marketing, and why he decided to join Owner.com as VP of Marketing.

When Dom Wells was teaching English, he never imagined that a few short years later, he’d be sitting on a $5M portfolio of digital assets. Tim Soulo dug in to find out how Dom’s portfolio is constructed, what he looks for in acquisitions, and how he runs his projects.