The Changing Paid Search Game

Episode notes

This episode features an interview with Lyndsey Rojas, CMO at IFS Ultimo, a SaaS enterprise asset management solution, focused on maintenance & safety and well known for a rapid deployment, ease of use and an unparalleled time to value. In this episode, Lyndsey dives into leveraging partner marketing to move from a regional to a global player and making sure communication is transparent to maintain 98 percent customer retention. Key Takeaways: Investing in your team, particularly with all the rapid changes in tech and AI, is uncuttable. It’s essential to equip your team to use new technologies and to be strong storytellers. Transparency through the full buyer's journey helps reduce friction in the customer experience by setting accurate expectations, ultimately resulting in high customer retention. Partnerships are especially valuable during times of budget constraints because it allows you to do more with less and helps companies move from regional players to global brands. Quote: Search, paid search and social, they keep changing the game on us. The algorithm changes, cookie lists, all these things keep changing. It keeps us on our toes, and it is like a game you play.

Related episodes across the Index

Other episodes covering the same guests and topics, from across The B2B Podcast Index.

• #188 - Enterprise Agility and Scaling Effectiveness with Carol Carpenter, CMO at CohesityFinite By Clarity · on CMO90 / 100
• SalesScreen: Why B2B marketing stays reactive and what strategic demand gen looks like in 2026The SaaS Growth podcast · on Demand generation86 / 100
• How Private Equity CMOs Build Revenue That Increases Enterprise ValueDemand Revenue · on CMO84 / 100
• How to Build a B2B Podcast That Drives Pipeline with Tom Hunt (Growth Activated)Cash Machines · on Demand generation82 / 100
• Pipeline > Clicks: The Paid Ads Mistake Killing Revenue | Ep. 60 w/ Brian Koffler (D.I.G.S. Marketing)Is Anything Real? · on Demand generation81 / 100
• The AI-Native GTM Playbook | Sam Blond, MonacoThe Peel with Turner Novak · on Demand generation79 / 100

• How AI Is Transforming Productivity and Marketing78 / 100
• Building Measurable Brand in a Signal-Driven World
• How to Capture the SMS Revenue You’re Missing
• Why This $6B B2B Company Built a Chess League
• Trust, Hustle and Product Truth: A Modern Tech CMO’s Manifesto