The Digital Marketing Podcast by Exposure Ninja

Most businesses hit a wall with lead generation and assume the only fix is spending more — bigger ad budgets, more channels, higher bids. But that just pushes your acquisition costs up until growth becomes unsustainable. There are three other ways to increase conversions and lead quality before you touch your ad spend, and in this video, I break down all three with real client results. What I cover: Problem-aware targeting — how Value Capital Funding captured free, high-intent organic traffic from people who didn't even know their service existed, driving a 950% increase in organic blog conversions and 772% increase in site-wide conversions Funnel-matched CTAs — why sending all your traffic to one high-commitment "book a call" button leaves leads on the table, and how a bathroom accessibility client built 10 segmented email flows that generated 529 leads and a 127% increase in email revenue High-intent capture — how a care provider platform cut wasted ad spend on informational searches, doubled their conversion rate (1.83% → 3.9%), and cut CPA by 48% by matching keywords to dedicated landing pages How to combine all three into a single funnel — including a US mortgage client example that generated 11,410 qualified leads in 12 months by threading calculators, nurture sequences, retargeting, and high-intent paid landing pages together Want help building this kind of funnel for your business? Book a free consultancy call at https://exposureninja.com — we'll map out your current funnel gaps and show you where you're losing leads without spending another pound on ads.

The buyer journey you've been designing for doesn't exist anymore. For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?" In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One (today's sponsor) to measure your brand's AI visibility, find your gaps, and start closing them. You'll discover: Why 73% of B2B buyers now use tools like ChatGPT and Perplexity during their research, and what that means for a real mortgage insurance buying journey How a simple B2C purchase (sunscreen) went from question to Amazon checkout in five minutes, without the winning brand's website playing any part in the research Why only 22% of marketers currently track their AI visibility and traffic, despite this being some of the highest-intent traffic available How to read an AI Visibility Overview: mentions, citations, and cited pages, and what it means if your numbers are flat while the market grows How to use Topics and Sources (and their competitor equivalents) to build a content and digital PR target list based on where you're actually losing visibility How Brand Performance surfaces what AI tools are saying about you, including the specific business drivers helping or hurting your sentiment How we used this exact approach to take Value Capital Funding from 50 to almost 400 leads a month Whether you're just starting to think about AI search optimisation or already have a strategy and want to sharpen it, this is a practical, tool-led walkthrough you can apply straight away.

"Is this AI Search visibility thing even relevant for B2B?" That's the question our CEO, Charlie Marchant, got asked by the audience at eCommerce Scotland. It's a fair one, too, because most AI Search examples you see are consumer-focused. If you're selling components or software to other businesses, how much does ChatGPT really matter to your buyer journey? The answer is: a huge amount, and the data backs it up. But B2B buyers use AI differently to consumers, which means your approach to AI Search Optimisation (also known as Generative Engine Optimisation or AI SEO) needs to be different too. Tim Cameron-Kitchen covers: Why B2B buyers are turning to AI throughout the purchase journey, including data from Forrester and G2 showing just how far this shift has gone How to benchmark exactly where your brand stands in AI tools like ChatGPT, Google AI Overviews, Gemini and Perplexity, and how you compare to your competitors How to read AI sentiment data to see what these tools are actually saying about your brand, and whether they're pushing the right messages How to map what your buying committee is asking AI, and how to identify the content gaps that are costing you visibility Why niche, lower-volume B2B topics can still be some of the most valuable ones to target in AI search Why digital PR now has a second job: getting your brand mentioned on the third-party sites that AI tools cite in their answers How to track the commercial impact of your AI search visibility, including getting your sales team to ask "where did you find us?" Want a prioritised action plan for your own AI and organic search visibility? Our team can carry out a full paid audit across every platform, your sentiment, and your topic and prompt visibility. Request one at https://exposureninja.com/audit Read the full show notes: https://exposureninja.com/podcast/ai-search-optimisation-for-b2b/ Try Semrush One 👉 https://exposureninja.com/semrushone

Value Capital Funding came to Exposure Ninja almost entirely reliant on PPC for their leads. Competition was brutal, and costs were climbing. Twelve months later, they rank in the top five for over 180 keywords, they're generating leads from ChatGPT and Perplexity, and their organic leads have grown 7.4x. Tim Cameron-Kitchen breaks down the three-step Exposure Ninja playbook behind that shift, using the real client work as the example: Rebuild the website around conversion. Customer research showed prospects were searching the symptoms of their problem, not the solution, and that shame was blocking them from acting. Reframing the site around that took conversions from 53 a month to 393, a 640% increase. Get the SEO foundations right. Technical audit, structured data, an optimised Google Business Profile, and 268 overlapping blog posts consolidated into four content pillars. Organic sessions doubled, blog conversions rose 10x, and total traffic increased 4.7x. Build visibility in AI search. Competitor benchmarking, content built for long tail conversational queries, FAQs across key pages, and mentions on the sites AI tools actually cite. ChatGPT sessions rose 231%, conversions from that traffic rose 1600%, and Perplexity became a lead source for the first time. Read the full case study: https://exposureninja.com/our-work/value-capital-funding/ Get the full show notes: https://exposureninja.com/podcast/value-capital-funding-strategy/ If you’re looking to get in-depth customer, competitor, and positioning insights, check out our Brand and Positioning Accelerator https://exposureninja.com/services/branding/brand-accelerator/ Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/

Not all leads are worth the same. The problem is that most websites and marketing inadvertently appeal more to the low-value leads than the high-value ones. In this video, Tim Cameron-Kitchen breaks down the four steps to attract higher-quality leads through your website and digital marketing, using real examples from businesses we work with: Attract the right traffic. High commercial intent keywords, paid search done properly, audience-specific landing pages, and AI search visibility. Make your ideal customer recognise themselves. If your perfect customer can't see themselves on your website, they won't believe it's for them. Build trust. High value buyers research before they enquire, so your proof needs to answer their objections before they contact you. Qualify leads before they reach you. Match your calls to action to buying intent, and use staged forms to protect your sales team's time. Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ https://exposureninja.com/podcast/how-to-generate-high-quality-leads/ https://exposureninja.com/podcast/turn-ai-mentions-into-leads/

Distinctive thought leadership is the strongest play for AI Search visibility, because AI platforms have no reason to cite content that simply repeats what everyone else has already published. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: Why the flood of AI-created content makes distinctiveness the deciding factor in AI Search visibility The McKinsey filter for thought leadership: be different, or go neater and deeper How original data, first-hand experience and case studies earn AI citations Why personalised AI answers mean there are many search journeys to win, not one The takeaway for marketing leaders: stop competing on volume and start building content distinctive enough to be the best answer for the specific journeys your customers take. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/thought-leadership-content/ Listen to this episode next: The AI Visibility Pyramid: A Framework for Showing Up in ChatGPT https://exposureninja.com/podcast/ai-visibility-pyramid/

A £2 million business and a £2 billion business shouldn't be running the same AI Search strategy. In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) breaks down the Pyramid of AI Search, a layered framework for understanding exactly where your brand sits and what to build next to show up in ChatGPT and other AI platforms. Why there's no single "correct" AI Search strategy, and how your starting point depends on your business size The foundation layer: technical SEO, site health, and getting schema right across 100+ types The middle layer: which on-site pages (About, comparison, product) tend to get referenced in AI answers, and how to shape their messaging The tip of the pyramid: third-party sites like Trustpilot, G2, Reddit, and trade publications, and how to reverse engineer which ones AI is already citing about you Getting cited by AI platforms isn't about ticking one box. It's about building a consistent, accurate brand story that holds up from your own website through to what customers and third parties say about you elsewhere. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/ai-visibility-pyramid/ Listen to this episode next: https://exposureninja.com/podcast/ai-attribution-gap/

Ask a marketing leader how much of their traffic comes from ChatGPT, and you'll usually get the same response: a pause, then "we don't really know." In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers the AI attribution gap and what businesses can actually do about it. Why "dark traffic" makes AI-driven visits invisible in Google Analytics Setting up channel groups to track referrals from AI platforms Auditing direct traffic for signs of AI-influenced buyer journeys Manually checking visibility inside ChatGPT, Gemini, and Perplexity Using tools like Peec AI, Profound, and Scrunch AI to monitor AI visibility at scale Why asking customers directly is still the most reliable source of truth With ChatGPT now among the most visited sites in the world, more buyers are starting their research there long before a business sees them in analytics. Charlie breaks down why closing this gap matters for justifying AI Search investment to the board, and the practical changes marketing teams can make starting today. Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Read the show notes: https://exposureninja.com/podcast/ai-attribution-gap/ Listen to this episode next: How To Show Up in ChatGPT in 5 Steps: https://exposureninja.com/podcast/show-up-in-chatgpt/

Google isn't sending you the traffic it used to, and it's not because your product got worse, your sales team got worse, or demand disappeared. AI Overviews and AI Search tools like ChatGPT, Gemini, and Perplexity are rewriting how people research and buy, and if you're only optimising for traditional search, you're already behind. Here's what I cover: Why AI Overviews cut clicks to websites by 58% when they appear and what that means for your traffic Case study #1: how a global skincare brand grew organic traffic by 27% year-on-year while more than doubling their AI Overview mentions Case study #2: how a business with a 14.5% drop in organic traffic still hit their best-ever revenue month from search — with average order value up over 10% The two-part strategy (traditional SEO + AI Search Optimisation) that's helping both of these businesses win right now Want to know exactly where you stand in traditional and AI Search? Request an SEO and AI Search Audit at https://exposure.ninja/audit / and we'll show you your visibility across Google, ChatGPT, Perplexity, and Gemini, and build you a step-by-step plan to improve it. Read the full show notes: https://exposureninja.com/podcast/not-enough-leads/

Charlie has heard the same opening line in nearly every sales conversation over the past few weeks: "My boss is asking why we don't show up in ChatGPT, what do I do?" In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: Why aligning the business on one clear positioning statement is the essential first step How to benchmark your current AI Search visibility without relying on random ChatGPT searches Building a one-year (minimum) roadmap that prioritises your highest-value categories first The three pillars of implementation: technical updates, content, and PR Why training your team is the most overlooked step in AI Search Optimisation Showing up in LLM answers isn't about hoping for visibility. It takes a structured plan, the right technical foundations, and consistent tracking of your share of voice against competitors. Check out our recent case study where we drove visibility results in AI Search and Google: https://exposureninja.com/our-work/value-capital-funding/ Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/show-up-in-chatgpt/ Listen to these episodes next: Viral Sunscreen Shows The Future Customer Search Journey: https://exposureninja.com/podcast/customer-search-journey/ Google I/O 2026: 5 AI Search Updates Marketing Leaders Need To Know: https://exposureninja.com/podcast/google-i-o-2026/

Sponsored by Ahrefs. Try Agent A 👉 https://ahrefs.com/agent-a Getting cited in AI Search results isn't just about ranking well on Google. According to research from Ahrefs, 88% of pages cited in AI answers don't even appear on Google's first page, which means traditional SEO alone won't cut it anymore. In this video, Tim walks through the four pillars of AI Search citation and puts Ahrefs' new agentic tool, Agent A, through its paces to show how it can speed up the process. Here's what's covered: The four things AI tools need before they'll cite your content: the right topics, the right structure, the right authority signals, and freshness How to use Agent A's pre-built skills to run an EEAT audit, convert SEO keywords into AI queries, and identify which of your cited pages need a content refresh Get the blog post template: https://exposureninja.com/blog/blog-post-template/ Try Agent A: https://ahrefs.com/agent-a Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/how-to-get-cited-in-ai-search/

Charlie's LinkedIn post about a £13 sunscreen went viral, pulling in 183+ comments from the likes of skincare and fashion influencer Marta Canga Roza and Dr Pete , and it became a live case study in how search actually works. This executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers: Why Charlie's post about Beauty of Joson's SPF took off, and what the comments reveal about dark traffic and attribution How TikTok virality, PR placements in The Guardian, and Reddit threads shape what AI platforms end up recommending Why customer search journeys are wildly different lengths, from five minutes to six weeks What a search everywhere mindset actually means for your brand Search isn't linear anymore. Brands need to think about their narrative across every platform their customers use, not just their own website. Read the post: https://lnkd.in/p/eDXrGcGS Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation: https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ Get the show notes: https://exposureninja.com/podcast/customer-search-journey/ Listen to this episode next: Google I/O 2026: The 5 Updates Every Marketer Needs To Know https://open.spotify.com/episode/2v6NRi9ZBzsBwhb02cQRmJ?si=wTKMEgsWRe6o56AQHFKLOw

Enterprise AI Search monitoring tools are powerful, but they're also expensive. Most businesses just want to know what AI tools are saying about their brand. Until now, that meant either doing it manually (which is unreliable) or paying enterprise-level prices. Mind My Brand is a free tool from Exposure Ninja that gives you an accurate picture of how ChatGPT, Gemini, Perplexity, and Grok actually perceive your brand, without the enterprise price tag. Here's what you'll learn: Why manually asking AI tools about your own brand gives you a distorted picture and what an accurate read actually looks like How enterprise tools like Profound, Peec.AI, and Semrush One compare to what most businesses actually need What a full Mind My Brand report covers: brand sentiment, performance scores, visual identity analysis, competitor positioning, and gaps most brands would never spot themselves Why non-deterministic AI responses make manual monitoring unreliable, and how Mind My Brand solves that How to turn your report findings into content improvements that shift how AI tools perceive and recommend your brand Ready to see what AI tools are saying about your business? Try Mind My Brand for free: https://minemybrand.com Book a consultation call for a live marketing review from Exposure Ninja: https://exposureninja.com/review Read the full show notes: https://exposureninja.com/podcast/track-brand-in-ai-search/

What does it actually look like to rebuild a content and SEO strategy for a world where search is shifting from clicks to mentions? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Josh Spilker, Head of Search Marketing at AirOps, the AI-powered content and search platform. Josh has led organic growth at high-growth SaaS companies, including ClickUp, where he helped turn content into a serious revenue driver through a relentless focus on the middle funnel. Josh introduces the concept of content engineering: what it means, why it matters now more than ever, and how building connected AI-powered workflows is replacing the traditional brief-to-publish content process. The conversation gets into where Google and ChatGPT results actually overlap (and what the data says), why LinkedIn is starting to behave more like search than social, and why the middle funnel may be the most underrated opportunity in B2B content right now. Josh also shares how AirOps runs its own webinar-to-content workflow end to end, what he learned building comparison content at ClickUp that still holds up today, and why saying yes to uncomfortable things was the career advice he wished he'd had earlier. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/ Check out Josh’s post on the “10x Content Engineer” https://www.airops.com/blog/10x-content-engineer Follow Josh Spilker on LinkedIn: https://www.linkedin.com/in/joshspilker/ Listen to these episodes next: McKinsey’s Thought Leadership Playbook with Daphne Luchtenberg https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Growth Strategy in the AI Search Era with Nick Lafferty, Profound https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/ The Organic Growth Playbook Behind Wise with Fabrizio Ballarini https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/ Book a consultation to get a live review of your website and marketing 👉 ⁠https://exposureninja.com/review/⁠

Since AI Overviews launched, the average website has lost around a third of its organic traffic. Last week, the UK's Competition and Markets Authority had seen enough, and issued a legal order forcing Google to change. Within hours, Google announced updates to AI Overviews. More links. More data. A fairer deal for publishers. But will your traffic actually come back? In this video, I cover: Why two-thirds of Google searches now result in zero clicks, and what the CMA is doing about it What Google is now legally required to provide to website owners, including new AI Search data inside Search Console Why the new generative AI performance report in Search Console is only telling you half the story (and which half Google is hiding) How one of our financial education clients is making more money than ever from organic search, even with traffic down year-on-year Why their competitors are losing up to 61% of organic traffic while this client's average order value has grown 13%, and what they're doing differently The mindset shift every marketer needs to make right now: from chasing traffic volume to winning AI visibility The old organic traffic levels aren't coming back. But the brands that understand how AI Search is changing buyer behaviour are making more from search than ever before. Get a free trial of Semrush One: https://exposureninja.com/semrush-one Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/google-ai-overviews-cma-ruling/

What does it take to build demand through ideas at the world's most prolific thought leadership organisation? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Daphne Luchtenberg, Marketing Director for McKinsey’s Operations Practice. Daphne shares how McKinsey's codification culture turns client work into compounding commercial advantage, how peer review makes their content credible at scale, and why their biggest content challenge isn't producing enough; it's deciding what's distinctive enough to publish. They also get into how McKinsey built its own LLM three years ago, how AI is now embedded into the marketing team's day-to-day, and how Daphne is thinking about LLM visibility versus protecting proprietary knowledge. Plus: what B2B marketing leaders can take from the McKinsey model without McKinsey's resources, why building a strong bench beats protecting star performers, and the career advice Daphne would send back to her younger self. Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/ Follow Daphne Luchtenberg on LinkedIn: https://www.linkedin.com/in/daphneluchtenberg/ New episode launches every Wednesday throughout June 2026 , so stay tuned to hear from growth leaders from leading brands like Profound, Wise, and AirOps! Book a consultation to get a live review of your website and marketing 👉 ⁠ https://exposureninja.com/review/⁠⁠

Sponsored by Semrush. Try Semrush One 👉 https://exposureninja.com/semrushone Your competitors are showing up in ChatGPT, Google AI Overviews, and Perplexity. You're not, and right now, you have no idea why. This video changes that. I'll show you exactly how to reverse-engineer what your competitors are doing, intentionally or not, to get recommended in AI answers. So you can copy their strategy, close the gap, and start dominating the conversations that matter. Here's what I cover: Why some brands are consistently recommended across every major AI platform and the three metrics that reveal exactly how they're doing it How to use Semrush's AI Visibility Toolkit to benchmark your brand against competitors across mentions, citations, and cited pages The difference between missing, weak, shared, strong, and unique topics and how to use the gap to build your action plan Why not all prompts and topics are worth chasing and how to filter by the ones that will actually drive customers to your business How to identify the third-party sources feeding AI answers in your category and how to get your brand mentioned on them The exact prioritisation framework we used to take a client from 50 conversions per month to nearly 400 and grow their AI Search visibility by more than 10x You don't need to be a huge brand to win in AI Search. Everything your competitors are doing is visible, if you know where to look. Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/beat-competitors-in-ai-search/

What does it actually take to build a go-to-market strategy for a category that barely existed 18 months ago? In this episode of The Growth Leaders Series, Charlie Marchant sits down with Nick Lafferty, Founding Marketing Engineer at Profound, the AI Search tracking platform helping major brands understand how they show up in ChatGPT, Gemini, Perplexity, and other LLMs. Nick brings serious growth experience to this role. Before Profound, he drove millions in B2B SaaS pipeline at Loom and Mailgun, then spent two years running a solo consulting agency before joining Profound. In this episode, Nick Lafferty covers: Why velocity is a moat in AI Search What a modern, lean marketing team actually looks like, why Nick hires for a generative marketer mindset, and his advice for showcasing this online The growth strategy behind Profound, centred on sharing data and insights The go-to-market motion behind Profound's Zero Click events, scaling from 400 to 800+ attendees across New York and London The layered mentality around AI Search for different business sizes Why FAQ content and FAQ schema is the lowest-hanging fruit most big brands are leaving on the table How to make the internal case for AI Search investment when leadership is still thinking in Google terms The career advice he'd send back to his first day Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/ Follow Nick Lafferty on LinkedIn: https://www.linkedin.com/in/nicklafferty/ New episode launches every Wednesday throughout June 2026 , so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Wise, and AirOps! Book a consultation to get a live review of your website and marketing 👉 ⁠https://exposureninja.com/review/⁠

Most businesses are chasing more AI mentions. More citations. More visibility. But if those mentions aren't happening when someone is about to buy, they're not driving pipeline. In this video, I break down exactly how to turn AI visibility into high-value leads, and why most businesses are completely missing the step that actually matters. Here's what I cover: Why being mentioned in "What is a mortgage?" is completely different from "Should I choose Halifax or Nationwide?" and why only one of those drives revenue The three criteria you need to score every AI prompt against before deciding whether it's worth chasing How AI platforms build entity associations and the specific signals you can use to make sure your brand gets recommended during high-intent buying moments The biggest conversion mistake companies make when they earn AI visibility for informational content (and exactly how to fix it) How we helped a DAX 30 client change how AI platforms perceived their brand and what that meant for their stakeholder positioning The goal isn't maximum AI visibility. It's maximum AI visibility during the moments that generate pipeline. Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/ Read the show notes: https://exposureninja.com/podcast/turn-ai-mentions-into-leads/ Listen to these episodes next: The BEST SEO Strategies for 2026 ⁠⁠⁠⁠https://exposureninja.com/podcast/368/⁠⁠⁠⁠ How To Dominate AI Search Results in 2026 ⁠⁠⁠⁠https://exposureninja.com/podcast/372/⁠⁠⁠⁠ Copy The 3 Pillars of £50m+ SEO Campaigns ⁠⁠⁠⁠https://exposureninja.com/podcast/371/

What does a decade of organic growth at one of fintech's most successful companies actually look like? In this episode of The Growth Leaders Series , Charlie Marchant sits down with Fabrizio Ballarini, Head of Organic Growth at Wise, the multi-billion dollar global money transfer platform operating across 160+ markets. Fabrizio shares the thinking behind Wise's famous growth philosophy: going as broad as possible, as fast as possible, and then refining what works. He breaks down the story of the currency converter that became one of the most powerful organic acquisition tools in fintech, how a single page generated 1 million clicks in one month, and why Wise continues to build acquisition for products that don't yet exist. The conversation gets into the AI Search question head-on: what it really means for an established brand like Wise, why traffic is still at an all-time high despite the hype, and where the genuine risk lies. Fabrizio also talks about the LTV forecasting models that changed how the team evaluates content, why he rarely kills pages that aren't converting, and what he'd tell his younger self about growth. Follow Fabrizio on LinkedIn: https://www.linkedin.com/in/fabrizioballarini/ Read the show notes: https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/ New episode launches every Wednesday throughout June 2026 , so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Profound, and AirOps! Book a consultation to get a live review of your website and marketing 👉 https://exposureninja.com/review/