The Digital Marketing Podcast by Exposure Ninja

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/