Épisodes

  • THIS FINTECH JUST DID £560M PROFIT | Fabrizio Ballarini, Head of Organic Growth @ Wise

    THIS FINTECH JUST DID £560M PROFIT | Fabrizio Ballarini, Head of Organic Growth @ Wise
    Dec 10 2025
    Wise is moving £145 billion across the globe, serving 15 million customers across 160 countries and 40 currencies. They’ve been profitable for years, with their latest financial accounts posting a £560 million profit before tax while saving customers £2 billion annually on hidden banking fees. And although the absolute number is pretty high, in relation to their scale, they’re just spending about £50 million a year on marketing. One part of this remarkable customer acquisition efficiency is a well-oiled organic growth engine. To understand how Wise built this growth machine, I'm excited to have Fabrizio Ballarini on the podcast today. As Head of Organic Growth at Wise, Fabrizio oversees a cornerstone of their customer acquisition, and he’s already been onboard for 10 years. ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Fabrizio on LinkedIn: https://www.linkedin.com/in/fabrizioballarini/ Wise on LinkedIn: https://www.linkedin.com/company/wiseaccount/
    Voir plus Voir moins
    1 h et 31 min
  • BOOTSTRAPPED TO $8M ARR | Sandra Đajic, Senior Marketing & Growth Lead @ Chatbase

    BOOTSTRAPPED TO $8M ARR | Sandra Đajic, Senior Marketing & Growth Lead @ Chatbase
    Dec 3 2025
    Chatbase bootstrapped to $8M ARR* and turned AI search into their No. 2 user acquisition channel. So I invited Sandra to the Masters of Search podcast to reveal how they did it. *it was still $7M when we recorded Her answer? There's no glamorous secret. No magic trick. No growth hack. Just proper execution of fundamentals that most teams skip. Here's what drove their AI search success: 1) Crystal clear positioning "AI agents for customer support" - impossible for LLMs to confuse with generic AI tools. Sandra's team maintains this exact messaging everywhere. When AI searches for customer support solutions, it knows exactly what Chatbase does and who it's for. 2) Proper SEO foundation Domain authority, backlinks, technical setup. The boring stuff most startups skip because they're chasing AI search hacks. Sandra's insight: AI search doesn't work without the SEO fundamentals already in place. Everything feeds everything. 3) Obsessive documentation and changelog updates Their docs and changelog get updated religiously. Not just for users - for LLMs. Fresh, accurate documentation becomes the source material AI models cite when users ask highly specific questions about how to build customer support agents. 4) Content that lives everywhere Distribution through "written content influencers" - bloggers, Reddit contributors, not just social media creators. When the same clear message appears across multiple trustworthy sources, LLMs recognize the pattern and are more likely to mention Chatbase. 5) Free plan as entry point The free plan helps spread the word and get more eyeballs on the product. Right limitations let users experience value without burning AI costs. Obviously a much debated topic, but for Chatbase it worked out. Watch the full episode for the complete playbook. Link in comments. 👇 ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Sandra on LinkedIn: https://www.linkedin.com/in/sandra-dajic/ Chatbase on LinkedIn: https://www.linkedin.com/company/chatbase-co/
    Voir plus Voir moins
    48 min
  • ENTERPRISE SEO MASTERCLASS | Roberto Grasiano, ex Head of Organic Growth & SEO @ Shutterstock

    ENTERPRISE SEO MASTERCLASS | Roberto Grasiano, ex Head of Organic Growth & SEO @ Shutterstock
    Nov 26 2025
    24 BILLION pages. That's the sheer scale at which Roberto Grasiano led SEO and organic growth at Shutterstock. I'm so excited that I could convince him to come on the Masters of Search to bring you 73 minutes of Enterprise SEO masterclass. Here are my key takeaways, both for Enterprise SEO and for smaller sites: 1. At enterprise scale, you can't crawl the site Roberto couldn't audit individual pages at Shutterstock (24B pages, 500M indexed). Instead, he built comprehensive taxonomy mapping the entire site structure into clusters: broad categories (animals, cars, people), then subcategories (felines, SUVs), with exact page counts for each. This taxonomy determined which optimizations to test and how to measure impact. Even at 10,000 pages, taxonomy thinking beats keyword thinking. Group pages by intent clusters and user journey stages, not just traffic volume. 2. Content optimized for bots actually costs you money Roberto moved SEO content from top of category pages (above products) to below the fold. Theory said top placement ranks better. Result? 15% traffic increase. Users wanting specific products don't read text blocks. They want to see products immediately. When you optimize for bots over humans, you hurt user experience, which ultimately hurts rankings. Plus, bots crawling content cost server resources. His rule: content should be made for humans. If it's good enough, it'll show to the people who need it. 3. ChatGPT commerce will be big When I pushed back on instant checkout in ChatGPT (pointing to Meta's failed checkout), Roberto made a psychological argument: OpenAI builds something that feels like a friend who knows you. Remember when everyone said people would never buy things online? "No one will trust this, we need to touch products." Now our parents spend hours on Amazon. Shopping behavior changes over decades. People will buy through AI interfaces. It won't be fast, but it'll happen. 4. SEOs are underpaid Roberto's advice: learn your data, understand attribution, connect organic to revenue. Don't ask your boss to track revenue if you can't answer "how much money did you make last quarter?" Moving from vanity metrics (rankings, traffic) to commercial metrics (pipeline, revenue) gives SEOs negotiating power. We have the tools and data available. We just need to use them. ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Roberto on LinkedIn: https://www.linkedin.com/in/robertograsiano/ Lottie on LinkedIn: https://www.linkedin.com/company/thankslottie/ Shutterstock on LinkedIn: https://www.linkedin.com/company/shutterstock/
    Voir plus Voir moins
    1 h et 13 min
  • SEO FOR PLG MASTERCLASS | Luis Rodriguez (ex Head of Organic Growth @ Miro)

    SEO FOR PLG MASTERCLASS | Luis Rodriguez (ex Head of Organic Growth @ Miro)
    Nov 20 2025
    Luis Rodriguez has 12+ years of international SEO experience and led organic growth at Uber and most recently Miro. He let me pick his brain for 60 minutes about scaling organic growth in PLG companies. Here are my 4 favorite takeaways. 1) Snake oil is actually useful All the panic and noise in SEO right now is helping the industry. It's forcing SEOs to go deeper, connect with experts, and prove their value. The smoke and mirrors push people to understand what's real versus what's hype. His advice: don't drink the Kool-Aid, but use the chaos to get closer to what actually drives business results. Check your data, look at your bottom line contribution, and let that be your answer to "is this the end of times?" 2) Templates aren't just acquisition tools, but retention engines Most PLG companies think templates are just entry points for signups. But templates are collaboration points that bring more people in, create virality, and drive retention. A user can start their journey with a template, but they can also restart it, continue it, and bring more people with them. This opens up organic growth beyond just the acquisition funnel into actual retention loops. 3) Traffic has never been enough as a metric What generates value for your company is revenue, subscriptions, conversions. The goal isn't to get more visitors, it's to provide growth and business value. For measurement, he focuses on three things: holistic visibility within your category (not just prompts or keywords), sessions as a leading indicator (people still need to come to your product), and retention (are you acquiring repeatable users, not just one-time visitors). 4) SEO profiles need a recalibration He's attracted to people with automation experience who aren't afraid of tools like Lovable, not just traditional content writers. Someone who started their career with ChatGPT has completely different timelines for keyword research across multiple languages, it's a medium task now, not a huge lift. ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Luis on LinkedIn: https://www.linkedin.com/in/luisrodriguezc/
    Voir plus Voir moins
    1 h et 3 min
  • WIN IN SEO AS AN EARLY-STAGE STARTUP | Irina Maltseva, Growth Advisor @ Aura, Sphere, Artisan & more

    WIN IN SEO AS AN EARLY-STAGE STARTUP | Irina Maltseva, Growth Advisor @ Aura, Sphere, Artisan & more
    Nov 19 2025
    Most people will tell you SEO takes too long for early-stage startups. That it's a waste of time when you're at zero. Today, you’ll hear proof why this is a limiting belief, and we’ll show you exactly how to start. My guest today is Irina Maltseva, a Barcelona-based Growth Advisor who's helped companies like Aura, Sphere, Artisan, Hunter, Riverside, and Nextiva build their organic growth motion from the ground up. I found Irina's work particularly interesting due to her focus on early-stage companies like YC alumni. They come to her with a brand-new website, zero domain authority, and a fresh product. In other words, she's solving one of the hardest problems in SEO: how do you drive meaningful growth from the ground up? ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Irina on LinkedIn: https://www.linkedin.com/in/irinamaltseva/
    Voir plus Voir moins
    53 min
  • STOP OBSESSING OVER KEYWORDS | Margarita Loktionova, Content Marketing Lead @ Semrush

    STOP OBSESSING OVER KEYWORDS | Margarita Loktionova, Content Marketing Lead @ Semrush
    Nov 19 2025
    STOP starting your content workflows with keyword research. If you don’t trust me, trust someone way smarter than me — and learn why it’s just one piece of the puzzle. New #MastersOfSearch episode with Margarita Loktionova (Content Marketing Lead @ Semrush) is LIVE now. Here's what we covered: → Why customer research should come before keyword research → How to use keywords to validate demand, not generate ideas → What “net-new value” content actually looks like → Why original research scales distribution across AI, PR & social → How research turns your brand into a source, not a commentator ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Margarita on LinkedIn: https://www.linkedin.com/in/margarita-loktionova/ Semrush on LinkedIn: https://www.linkedin.com/company/semrush/
    Voir plus Voir moins
    1 h et 3 min
  • WHY AEO MIGHT JUST BE SEO | Andy Muns, Director of AEO @ Telnyx

    WHY AEO MIGHT JUST BE SEO | Andy Muns, Director of AEO @ Telnyx
    Nov 19 2025
    This might be the most niche flex ever, but I'm pretty sure this is the first ever publicly documented talk with a Director of AEO. Prove me wrong. Andy scaled a site to Alexa Top 100 and grew revenue from $900K to $22M. Now he's leading AI search strategy at Telnyx with 14K clients like Microsoft, Zillow, and Cisco. Here's what we covered: → Why AEO and SEO will be the same thing in 1-5 years → why most people are overthinking it → The AirOps content workflow that outranked Cambridge and Stanford → How a 4-person team replaced what used to take 15 people → Why he doesn't trust ChatGPT for commercial decisions → How 10% of Telnyx's traffic comes from AI chatbots → How this traffic converts 3x better than Google → The "airport test" for hiring (+ why skills matter less than you think) ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Andy on LinkedIn: https://www.linkedin.com/in/andy-muns/ Telnyx on LinkedIn: https://www.linkedin.com/company/telnyx/
    Voir plus Voir moins
    1 h
  • HOW SURFER BOOTSTRAPPED TO €15M ARR | Tomasz Niezgoda, Co-Founder & CMO @ Surfer

    HOW SURFER BOOTSTRAPPED TO €15M ARR | Tomasz Niezgoda, Co-Founder & CMO @ Surfer
    Nov 19 2025
    Tomasz Niezgoda (CMO @ Surfer) let me pick his brain for 60 min on how they bootstrapped to €15M ARR, get ~20% of paying customers from AI Search, and talked to 50+ customers per week in the early days. If you care about SaaS, bootstrapping, SEO, AI Search, or marketing in general, this conversation is packed with insights. Here are 5 things that stood out: 1) They didn't touch SEO for 4 years While building an SEO tool, they focused on community, webinars, and education first. SEO came later when they had the domain authority to compete with Ahrefs and Semrush. 2) 50+ customer conversations per week in year 1 Not async support tickets. Real customer calls. Tomasz and the team split them. The knowledge they gathered became their unfair advantage over competitors. 3) AI search isn't magic, it's discipline Monitor your prompts weekly. When competitors get cited, create similar content. Track visibility like a hawk. Act fast. Repeat every single week without missing. 4) They killed top-of-funnel content completely Traffic dropped as a KPI. Now they focus purely on middle and bottom-of-funnel content. "Best alternatives" and "vs" pages feed LLMs with the exact narrative they want. 5) They doubled down on YouTube and it paid off 10x They started with just 2 videos per month, and it took 3 months to see first signs it worked. Now they have 24K subscribers, published 180 videos, and it's one of their top channels. This is just 5 of 20+ insights from our conversation. ▶ Let's connect! 🔗 Niklas on LinkedIn: https://www.linkedin.com/in/niklas-buschner/ Radyant on LinkedIn: https://www.linkedin.com/company/radyant/ Tomasz on LinkedIn: https://www.linkedin.com/in/niezgoda-tomasz/ Surfer on LinkedIn: https://www.linkedin.com/company/surfer/
    Voir plus Voir moins
    1 h