Digital Marketing From The Coalface

Dave Robinson
  • 5.0 (1)
  • MARKETING
  • UPDATED WEEKLY

Digital marketing chat from people at the coalface delivering successful solutions to tech and engineering businesses in the UK, Europe, USA & Australia. It often descends into jibberish, but enjoyable jibberish.

  1. 5D AGO

    Navigating "SaaS-mageddon", AI Answer Engines, and the Power of the Specifier

    Are you a CMO or CTO struggling to align your marketing strategy and tech stack with the rapid rise of AI? In this week's episode of Digital Marketing from the Coalface, Dave and Julie unpack three massive shifts disrupting the B2B landscape.   First, let us introduce you to "SaaS-mageddon". We explore why major SaaS company share prices have dropped and how AI agents like Anthropic's Claude are fundamentally changing software licensing. By using Model Context Protocol (MCP) servers to seamlessly pull data across platforms like HubSpot, Xero, and Monday, companies, like yours, may drastically reduce the number of expensive SaaS user seats they need. Letting AI handle the "busy work" might be the future of entreprise tech stacks and that could positively impact your software budget.   Next, we break down the transition from traditional SEO to Answer Engine Optimisation (AEO). If you think blogging is dead, think again: new research reveals that 62% of AI citations actually come from blog posts. The purpose of content has possibly shifted to attract bots and agents rather than just direct human traffic, but we also explore why user-generated platforms like Reddit, YouTube, and LinkedIn have become the "new backlinks" for Large Language Models, too. Optimising for AI discovery is no longer optional.   Finally, we challenge your B2B targeting strategy with this simple question: are you marketing to the buyer or the specifier? Using the construction industry as an analogy, Julie explains why focusing your budget on the transactional buyer (the building contractor) is a waste of money if you aren't influencing the specifier (the architect) who actually dictates which brand must be used...

    43 min

  2. APR 28

    Why Google Ads AI is Bleeding Your Niche B2B Budget And The Brand Cost of Hyper-Aggressive Re-marketing

    Welcome back to Digital Marketing from the Coalface, where Dave and Julie tackle the real-world frustrations and shifting landscapes of today's digital marketing. From the relentless stalking of aggressive (and nonsensical) retargeting ads to navigating complex Google Ads recommendations, this episode is packed (we hope) with candid, ground-level insights for marketers trying to cut through the noise and optimise their budgets. We first unpack how relentless ad frequency, like being stalked across the internet by motorcycle mounts or receiving bizarre Amazon recommendations, crosses the line from a helpful nudge into "digital annoyance". Drawing on our own experience, we discuss how Google representatives often promote automated AI features designed for high-volume B2C campaigns, and why applying these broad algorithms to highly specific, low-volume B2B campaigns can quickly deplete your budget. We also get the opportunity to remind every listener that "don't make me think" is still the ultimate rule in web design. Learn why high-value PPC campaigns require landing pages with strong social proof, a lack of confusing clutter, and exactly one clear call to action.

    50 min
  3. The "Swiss Army Knife" Myth: Why Engineering Firms Set Marketers Up to Fail

    APR 21

    The "Swiss Army Knife" Myth: Why Engineering Firms Set Marketers Up to Fail

    Welcome to episode 169, where Julie and Dave mull over the catastrophic mistakes engineering and B2B companies make when building their marketing teams, and how to control MarTech chaos. But first, are you searching for a marketer who can handle high-level strategy, SEO, video editing, event management, and... customer complaints? We've got bad news for you... Julie came to this episode prepared and breaks down real-world, absurd job descriptions that demand a "Swiss Army knife" marketer - somebody who is supposed to be good at everything, but is probably a master of none. They explain why expecting one person to handle both strategic planning and tactical implementation across platforms like HubSpot, WordPress, Canva, and Figma is a guaranteed recipe for producing "halfbaked" results and causing high employee turnover. Here's the uncomfortable truth: if you expect a single hire to act as an entire marketing department, and even support office admin, you set both the company and the employee up for inevitable failure. If you think through your hiring decision, and provide back up from a multi-disciplinary agency with strategic, creative, video, development and content expertise, you end up with the resource you need. But that's not all Julie and Dave talk about in this episode. They also mention how to tackle the operational nightmare caused by fragmented software systems, overlapping tool functionality, and the dangerous reality of junior employees leaving the company with the keys to vital social media accounts. Listen to find out how to stop setting your marketing efforts up for failure and start building a strategy that actually works!

    46 min
  4. Surviving the AI Traffic Drop: The Rise of Search Everywhere Optimisation

    APR 15

    Surviving the AI Traffic Drop: The Rise of Search Everywhere Optimisation

    Noticing a drop in organic traffic even though your rankings haven't changed? You're not alone. With Google AI overviews now triggering on 48% of all search queries, organic click-through rates are dropping by 61% when these overviews appear. To put it simply, users are getting their answers directly from AI, eliminating the need to click through to your website.   In this episode of Digital Marketing from the Coalface, Dave and Julie explore the 2026 remix of the classic debate: Is SEO dead? Together, they dive deep into the necessary pivot towards "search everywhere optimisation".   For tech and engineering brands, the goal is no longer just ranking on page one of Google; it is ensuring your brand and products are cited by AI engines like ChatGPT and Perplexity.   So, what are the new rules of content, and how to prevent AI from simply hoovering it up? Might the answer lie in injecting unique company insights, hyper-specific geographic data, and proprietary case studies that AI cannot replicate? Who knows!   What about the very real anti-AI content backlash? The discussion also focuses on how to leverage AI for rapid data analysis without producing unreadable, mass-produced content.   It's all very confusing, but that's no reason to let AI run wild with your website. You have to start positioning your engineering or tech firm to win in the era of AI search.

    42 min
  5. AI in Google Ads, Otterly.ai & AI-Driven Agency Operations

    APR 6

    AI in Google Ads, Otterly.ai & AI-Driven Agency Operations

    Welcome back to Digital Marketing from the Coalface with Dave and Julie. In this episode, we dive deep into the rapidly shifting landscape of AI in search engines and internal operations, hopefully bringing practical insights for businesses trying to stay ahead of the curve.   Whether you are navigating high-intent B2B lead generation or looking to streamline your internal tools using AI, this episode covers the tactical realities of digital marketing today. We start by sharing our early thoughts on Otterly.ai, a new tool designed to track how often your brand or website is cited in AI engines like ChatGPT and Perplexity. We also talk about how Google is now experimenting with placing search and shopping ads directly within AI Overviews and "AI Mode". What does this mean for advertisers, and why are ads appearing next to AI snippets showing strong early conversion signals? We try to answer these questions. We share our experience using Google AI Max and how it failed us miserably. We confirm that B2B ads for niche industries still need human oversight to perform well and not waste budgets away. And more AI in marketing-related topics! Listen now to stay ahead of the AI curve in your digital strategy!

    45 min
  6. Stop Selling "Solutions": Should Engineers Run Your Marketing? Bridging the Technical-Marketing Divide

    MAR 27

    Stop Selling "Solutions": Should Engineers Run Your Marketing? Bridging the Technical-Marketing Divide

    Are you selling "global solutions to world-class problems"? If so, please stop. Your marketing messaging is likely confusing your buyers and costing you leads.   In this episode of Digital Marketing from the Coalface, Dave and Julie dives into the marketing challenges faced by tech, industrial, and engineering companies. They explore why highly technical companies often fall into the trap of listing off features rather than focusing on the actual outcomes their clients want to buy.   If your marketing materials can't pass the "So what?" test, this episode is for you.   In this episode, they cover: The "So What?" Test for Technical Messaging: why relying on jargon and lazy buzzwords like "solutions" is destroying your pitches, and how to effectively position your firm as a "safe pair of hands". Should Engineers Run Your Marketing?: let's discuss the crucial balance between highly practical engineering teams and marketing professionals. Learn why your best technical minds make incredible subject matter experts, but shouldn't be left alone to run the marketing strategy. The Myth of the Marketing "Unicorn": Why hiring a single marketing manager to handle strategy, content, paid advertising, and video editing is an impossible expectation. Navigating Complex B2B Sales Cycles: Why ROI is incredibly difficult to track across an 18-month engineering sales cycle, and the hidden dangers of pausing your marketing budget when times get tough. AI Workflows for Tech Leaders: Practical tips for using Google's NotebookLM to distil massive technical documents into audio summaries, and how to supercharge Claude using Zapier integrations to automate your inbox and calendar. Overcoming Imposter Syndrome: A candid chat about navigating intimidating corporate boardrooms, class backgrounds, and dealing with the feeling that you're going to be "found out". Whether you are an engineering director looking to better understand your marketing department, or a tech CEO trying to refine your company's core message, this episode offers practical, no-nonsense advice to help you communicate your true value.   Brought to you by Red Evolution (a proud B Corp in case you missed that part).

    47 min
  7. From Keywords to Vibe Coding: The AI Era of Industrial Marketing

    MAR 17

    From Keywords to Vibe Coding: The AI Era of Industrial Marketing

    In this episode of Digital Marketing from the Coalface, Dave and Julie explore the breathtaking speed at which AI is transforming both marketing strategy and backend technical workflows.   Both agree that traditional keyword stuffing is officially a relic of the past as search queiries get longer and more complex and search engines get smarter. But what does transitioning to Generative Engine Optimisation (GEO) entail, and how do B2B comapnies make sure they get cited by AI engines like ChatGPT, Claude, and Gemini?   It might be time to learn how to shift focus toward solving specific customer pain points by creating highly authoritative content clusters for niche industrial topics, in order to capture the high-intent audience you dream of turning into loyal customers.   Dave and Julie also discuss getting more insight into "zero-click" AI searches by exploring Google Search Console's new filters to measure the true impact of your branded search and reputation.   And before this episode comes to an end, they take the time to chat about the technical implementation of AI agents that are rapidly replacing traditional manual workflows.   Whether you are mapping out customer intent for LLMs or building the technical infrastructure to automate your business operations, this episode highlights why breaking down the silos between marketing and tech is crucial for the modern engineering firm.

    40 min
  8. What Marketing Really Is And Why Engineers Get It Wrong

    MAR 4

    What Marketing Really Is And Why Engineers Get It Wrong

    In episode 164 of Digital Marketing from the Coalface, Dave and Julie cut through the online nonsense to explore what marketing actually is—and what it isn't. Fed up with self-proclaimed LinkedIn "gurus" making up their own definitions, Dave and Julie break down the fundamentals to prove that marketing is a strategic process, not just the "colouring in department".   Buckle up! In this episode, we cover: The Real Definition of Marketing: The official definition and an explanation of the "Marketing Mix" (the 4 Ps: Product, Price, Place, and Promotion). Discover why advertising, PR, and branding are actually just subsets of the "promotion" piece of the puzzle and not whatever rubbish you are reading on LinkedIn. Why Engineering & Tech Firms Struggle: Dave and Julie discuss why companies run by engineers often get marketing completely back to front by building a clever product first and trying to force it onto an audience, rather than listening to the marketplace to identify a gap. Brand Successes & Failures: Real-world examples of marketing in action, from a local window cleaner who perfectly tapped into high market demand, to the recent struggles, closures, and brand tarnishing of major Scottish companies. AI Industry Updates: A quick look at the latest AI news, including ChatGPT's new ad tiers, Claude's clever anti-ad Super Bowl commercial taking a dig at OpenAI, and some frustrating user-experience bugs Dave has experienced with Anthropic's credit system. Life as a B-Corp: Celebrating B-Corp month! We share reflections on a recent B-Corp gathering at the Scottish Parliament and discuss our hopes for building a stronger local B-Corp community to help other businesses balance purpose with profit. Tune in for an unfiltered, highly practical discussion on business strategy, and make sure to subscribe so you don't miss our next episode, where we'll be tackling the rapidly changing world of keyword research and schema markup for AI search engines.

    42 min
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Digital marketing chat from people at the coalface delivering successful solutions to tech and engineering businesses in the UK, Europe, USA & Australia. It often descends into jibberish, but enjoyable jibberish.

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