Humans of Growth: Stories & Strategies Behind Business Growth & Business Development

Most B2B marketing isn’t failing because of bad creative.It’s failing because it’s mistimed.In this episode of Humans of Growth, I sit down with Kara Brown, CEO of Lead Coverage, to break down what’s actually driving revenue in modern B2B: precision, timing, and systems that identify buyers before they raise their hand.We dive deep into B2B intent data — what it is, how it works, and why form fills are a lagging indicator of real buying interest. Kara explains the difference between first-party, third-party, and single-stream intent signals, and how elite teams use them to narrow their focus to the 5% of the market that’s actually in-market.We also unpack:✔ The real difference between demand generation vs lead generation✔ How to build scalable GTM systems that prioritize timing over volume✔ Why traditional mass blasting is dying✔How programmatic advertising enables offensive targeting instead of defensive bidding✔ The role of RevOps in connecting marketing, sales, and pipeline visibilityWhat a modern go-to-market strategy looks like in a world of AI, shrinking attention spans, and nonlinear buyer journeysIf your pipeline feels unpredictable…If your sales team is chasing ghosts…If you’re tired of measuring marketing by MQLs instead of revenue…This episode will change how you think about growth.Because the future of B2B isn’t louder marketing.It’s smarter systems.______________________RESOURCES:Get help finding the right marketing partner. Learn more about Lead Coverage here.

What if the biggest thing holding your business back isn’t sales…It’s the admin work you shouldn’t be doing?In this episode of Humans of Growth, I sit down with Noel Pulanco, CEO of Yes Virtual and designated broker of HomeQwik, to talk about how small businesses can scale faster by offloading the right tasks, building better systems, and hiring smarter.We break down what it actually looks like to hire a virtual assistant, how remote staffing for small business really works, and why most owners struggle not because of demand — but because they’re buried in repeatable admin work.Noel shares how he built a property management company through the 2008 crash, scaled with overseas team members, and turned that experience into a full virtual assistant services company serving businesses across industries. We talk about:
What to outsource first (and what to never outsource)
How to build SOPs before hiring
Why training and communication matter more than cheap labor
The real ROI of outsourcing admin tasks
How strong customer communication strategy builds long-term trust
If you’re a contractor, service provider, real estate professional, or small business owner trying to scale a service business, this conversation will help you think differently about delegation, systems, and growth.Because growth isn’t always about more leads.Sometimes it’s about getting out of your own way.Let’s get into it.
 
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RESOURCES:Get help finding the right marketing partner. Learn more about Home Qwik here.

Most companies say they want referrals. However, what they actually want is a tool that they can flip a switch on and watch revenue roll in. That’s not how referral marketing works. In this episode of Humans of Growth, I sit down with Ben Dixon, CEO of Naxum, to break down what a real referral marketing strategy looks like when you treat it like a true growth channel — not a forgotten link in your website footer. We talk all about… • Why referral marketing dies when you treat it like a plugin • The difference between affiliate marketing, reseller programs, and professional business opportunities • How to design referral program incentives that actually move people • Why lifetime value changes everything about affiliate commission payouts • How daily live presentations & webinars outperform “set it and forget it” programs • Why consistency — not automation — is the real growth lever • How to think about recruiting affiliates in a trust-starved, AI-heavy world If you’ve been relying on word-of-mouth and hoping it scales your business, this episode will shift your perspective.______________________RESOURCES: Get help finding the right marketing partner.
Learn more about Naxum here.

Search is changing faster than most businesses are prepared for, and most business owners are learning the hard way.
In this episode of Humans of Growth, Aly Hathcock sits down with Chris Raulf, founder of Boulder SEO Marketing, to break down what’s actually happening behind Google updates, disappearing traffic, and the rise of AI-powered search. This conversation goes beyond old-school SEO tactics and digs into what it really takes to stay visible today.
In this episode, we cover:
AI search optimization and why traditional SEO tactics are no longer enough
How to rank in AI search as platforms like ChatGPT and Perplexity reshape discovery
Content optimization for AI and what “quality content” actually means now
How to rank on Google after major algorithm updates
GEO optimization strategies for showing up in both Google and AI-driven results
If your traffic dropped overnight — or you’re trying to future-proof your SEO strategy — this episode will help you understand what changed, why it matters, and what to do next.______________________RESOURCES:Get help finding the right marketing partner. Get help acquiring business funding.

Perhaps the biggest threat to your company's growth isn't marketing or sales. It's YOU and the infamous founder bottleneck.
In this episode of Humans of Growth, Aly Hathcock sits down with Kyle Burnett, CEO of Little Taller, to unpack why so many leaders feel stuck, overwhelmed, and burned out...even as their businesses grow. This conversation cuts straight to the real issues behind stalled momentum and unsustainable leadership.
In this episode, we cover:
How the founder bottleneck quietly slows company growth
The link between CEO burnout and poor decision-making
Practical business prioritization strategies for overloaded founders
Why leadership bottlenecks in startups are usually self-created
Exactly how founders scale their business without staying in the weeds
If you’re an overwhelmed CEO trying to grow without becoming the constraint, this episode will help you rethink how you lead, prioritize, and scale.
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RESOURCES:
Get help finding the right marketing partner. Learn more about Little Taller here.

Pretty websites and quick-hit ads don’t win anymore. In the era of AI Search, visibility belongs to brands that publish at scale, build topical authority, and structure content so AI systems can understand, trust, and recommend it.In this episode of Humans of Growth, host Aly Hathcock sits down with Jennifer Bagley, CEO of CI Web Group, to break down what it actually takes to rank in ChatGPT, Perplexity, Google AI Overviews, and other generative AI search engines.They unpack why AI SEO is fundamentally different from traditional SEO, how AI agents decide which businesses get shown, and why content volume and site architecture now directly correlate to revenue—not vanity metrics.This conversation is a must-watch for local businesses, service providers, and marketing leaders who want to stay visible as search shifts from human-driven queries to AI-powered decision-making.
In this episode, we cover:
• What AI Search is and how it’s replacing traditional Google search• Why topical authority in content marketing matters more than website design• How AI agents evaluate content, structure, and trust signals• The relationship between content volume and business growth• Why most websites struggle with AI SEO• How businesses can rank in ChatGPT, Perplexity, and AI Overviews faster• What it means to build a “digital Home Depot” instead of a brochure website• How AI-driven content publishing changes the future of local SEO
If you care about long-term visibility, lower lead costs, and staying competitive as AI reshapes search, this episode lays out exactly what needs to change—and what to do next.
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RESOURCES:Get help finding the right marketing partner. Learn more about CI Web Group here.
 
 

Search isn’t just happening on Google anymore—it’s happening on TikTok, Instagram, YouTube, and increasingly inside generative AI tools like ChatGPT.
In this episode of Humans of Growth, host Aly Hathcock sits down with John Morabito (SVP of Search & Innovation at Stella Rising) to break down the biggest shift in modern marketing: social content is now SEO.
John explains how TikTok became a search engine, why search engine optimized videos outperform follower count, and how brands can win with social search by treating short-form content the way we used to treat blog posts—built around intent, relevance, and long-tail queries. They also dig into how AI is reshaping discovery through GEO (Generative Engine Optimization), what’s actually different from traditional SEO, and why “search everywhere” is the real strategy going forward.
In this episode, we cover:• Why TikTok SEO is real (and how TikTok ranks content by keywords + intent)• Building evergreen social search visibility• Long-tail keywords and persona-driven content • Why “earned vs owned visibility” matters in social search strategy• Influencer marketing shifts as social media becomes keyword-focused• How AI search is changing marketing• GEO vs SEO: what’s truly different, and what fundamentals still matter• Content repurposing for TikTok search & TikTok SEO
If you’re a CMO, SEO lead, growth marketer, social strategist, or founder, this conversation will help you build visibility across platforms—and future-proof your organic strategy as search fragments across social + AI.______________________RESOURCES:Get help finding the right marketing partner. Learn more about Stella Rising here.

AI is flooding the internet with content. Big brands are chasing marketing KPIs instead of people. And “authenticity” has gotten so performative that audiences can smell the bullshit instantly.
We’re in a trust recession.
In this episode of Humans of Growth, I sit down with Gary Williams Jr., co-founder and Chief Creative Officer of Creative Theory, to talk about what’s really happening inside modern marketing — and why the future belongs to brands that feel human again.
We talk about ...
• Why paid virality is warping creative standards• How AI  marketing is creating more noise than trust• The difference between hitting marketing KPIs and building a real brand• Why boutique creative agencies are out-performing big agencies• What authentic storytelling actually looks like (hint: it’s truth, not trends)• And how brands can rebuild trust with customers in 2026 and beyond
If you care about brand trust, marketing strategy, and storytelling that actually converts — this one’s for you.
Because the next era of growth won’t come from better funnels or more ad spend.
It’ll come from better stories.
______________________RESOURCES:Get help finding the right marketing partner. Learn more about Creative Theory.

Trust, attention, and brand loyalty are harder to earn. As AI makes content cheaper, faster, and less believable, the brands winning today aren’t chasing clicks or CPMs. They’re creating human-first experiences in real life that people actually remember.
In this episode of Humans of Growth, host Aly Hathcock sits down with Emily Stutzman, CEO of HappyLucky, to unpack why experiential marketing, community-building, and real-life brand moments are becoming the most powerful growth drivers in modern marketing.
Together, they explore why memory is the new KPI, how brands can build trust in a saturated digital landscape, and what it really takes to create brand loyalty in an era where consumers scroll past hundreds of ads a day.
In this episode, we cover:
• Why human experiences outperform digital advertising in today’s attention economy• How memory metrics are reshaping brand strategy and long-term growth• The shift from clicks and impressions to trust, affinity, and brand loyalty• How experiential marketing and in-person activations create micro-influencers at scale• Why community-led marketing beats performance ads for Gen Z and Gen Alpha• How brands can build authentic connection without massive event budgets• The role of partnerships, grassroots activations, and local community in modern marketing• Why AI is accelerating the need for real-world, human-first brand experiences
If you’re a CMO, marketing leader, founder, or brand strategist navigating rising ad costs, declining trust, and attribution chaos, this conversation will challenge how you think about growth—and give you a clearer path forward.
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RESOURCES:Get help finding the right marketing partner. Learn more about HappyLucky here.

Marketing is changing faster than most companies can keep up, but the biggest shift isn’t AI, new platforms, or another algorithm update.
It’s trust.
Buyers are overwhelmed with information, numb to ads, and increasingly skeptical of faceless brands. What cuts through now isn’t louder messaging, it’s human leadership, clear perspective, and real storytelling.
In this episode of Humans of Growth, Aly Hathcock sits down with Doug Longenecker, CEO of NKST, to unpack why companies are losing trust, how executive visibility has become a competitive advantage, and why today’s leaders need to think and show up more like creators.
In this episode, we cover:
• Why marketing messaging has shifted from information-first to trust-first • How faceless brand messaging is eroding buyer confidence • What it means for executives to “lead like creators” • Why human-led storytelling outperforms traditional advertising • How AI is accelerating marketing, and where it’s breaking trust • The decline of transactional, non-human buying experiences • Why executive visibility & personal branding matters internally just as much as externally • How LinkedIn’s algorithm actually rewards engagement (not titles) • The real ROI of thought leadership beyond vanity metrics • How executive presence strengthens culture, retention, and partnerships
If you’re a founder, executive, or marketing leader navigating declining trust, shorter attention spans, and rising skepticism, this episode breaks down what’s actually working now and how to adapt without chasing every new trend.
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RESOURCES:
Get help finding the right marketing partner.Learn more about Whatsnkst here.