- 17
- Episodes
- 1
- Ratings
- 2025
- First episode
About All The Hats
All the Hats is the podcast for B2B marketers on small teams. You write the copy, manage the CMS, run the ads, and fix allllll the dang forms. Hosted by Ómar Thor Ómarsson and Alicja Lei, we talk positioning, UX, content, SEO, and all the stuff you’re somehow supposed to master (without losing your mind). If you're a B2B marketer running lean, moving fast, and juggling everything from strategy to screenshots...you just found your people.
- Publisher
- Optise
- Category
- business
- Language
- en
- Explicit
- No
- First episode
- 23 Jun 2025
- Latest episode
- 3 Feb 2026
Latest episodes
17 episodes in the feed.
3 Feb 2026
Make 5K Work Like 50K
What would you actually do with a $5,000 marketing budget? In this episode of All the Hats, Ómar Thor Ómarsson gets put on the spot. It’s 2026, the budget is tight, and every dollar has to count. Alicja Lei hands Ómar a $5,000 annual marketing budget and asks the hard questions: what actually moves buyers, what is a waste of money, and where should small B2B teams focus when there is no room for error. Together, they walk through a real, line-by-line breakdown of how to spend that budget across tools, content, distribution, events, and partnerships. From organic LinkedIn posting and light paid amplification to scrappy events, retargeting, and free tools that still punch above their weight, this episode is a practical blueprint for teams doing more with less. This is not a theoretical framework or a perfect-world plan. It is a realistic look at what works when time, money, and headcount are limited. In this episode: How to allocate a $5,000 annual marketing budget What tools are worth paying for and what you can get for free Why organic LinkedIn still outperforms most paid channels When it makes sense to boost posts or run retargeting How small teams can prioritize clarity, consistency, and trust
20 Jan 2026
Why We Ditched Google Analytics
Google Analytics tells you everything and somehow nothing at the same time. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Edward Ford, co-founder of Hamu and longtime B2B SaaS marketer, to unpack why Google Analytics has become a poor fit for modern B2B teams. Edward shares his firsthand frustration with GA4, from bloated dashboards to insights that are impossible to act on when you are wearing too many hats. The conversation shifts into what B2B marketers actually need from analytics: clarity, speed, and answers tied to real buying behavior. Edward explains why Optise stands out as a more practical solution for B2B teams, breaking analytics down into discovery, engagement, and conversion so marketers can quickly understand what is working and what to do next. From founder-led growth to website performance and attribution myths, this episode is a grounded look at how analytics should support decision-making instead of slowing it down. In this episode: Why Google Analytics is a poor fit for most B2B teams The biggest problems marketers face with GA4 What B2B analytics should actually show you Why Edward chose Optise over traditional analytics tools How better insights lead to better website decisions
6 Jan 2026
Why Product Led Beats Old Playbooks
Product-led growth sounds simple until you actually try to do it. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with product-led growth expert Leah Tharin to unpack what PLG really means, where most teams get it wrong, and why it is not a replacement for sales, but a different way of earning trust. Leah breaks down the realities of self-serve motions, freemiums, trials, and why most companies struggle to turn interest into long-term growth. They also get into the hard truths behind differentiation, ICPs, and why trust is now the biggest bottleneck in B2B marketing. From defining a real “aha moment” to narrowing your focus instead of chasing everyone, this conversation is packed with practical guidance for small teams trying to build products that actually sell themselves. Want to go deeper on ICP work? Leah mentioned a free guide on how to find your first ICP. Grab it here: https://www.leahtharin.com/p/how-to-find-your-first-icp-guide (https://www.leahtharin.com/p/how-to-find-your-first-icp-guide) In this episode: What product-led growth really is (and what it is not) Why PLG is about trust, not tactics How to define a real ideal customer profile The role of trials, freemiums, and time-to-value Why clarity and focus beat broad positioning every time
16 Dec 2025
The Real Purpose of a B2B Website
Building a great website isn’t just about design — it’s about people, process, and politics. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Tas Bober, host of Notorious B2B and founder of The Scroll Lab, to unpack what it really takes to build B2B websites that perform. From handling endless stakeholder opinions to balancing brand and demand priorities, Tas shares hard-won lessons from over 400 site projects and 15 years in the trenches. They talk about what makes a great B2B site, who should actually own it, and how small teams can manage feedback without losing control. It’s an honest, tactical look at the messy middle of B2B marketing. In this episode: -The real purpose of a B2B website -Why every redesign starts with internal buy-in -How to say “not now” instead of “no” to stakeholders -Who should actually own your company’s site — and why it matters
2 Dec 2025
Your Website Is Your Top Rep
Your homepage is your hardest-working salesperson — or your weakest one. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei break down why your website should be treated like your top sales rep, not a static brochure. They dig into what makes a homepage actually convert, why clarity always beats cleverness, and how to turn your messaging into something buyers immediately trust. From anchor statements to proof sections and the “show, don’t tell” mindset, this episode dives into how small B2B teams can turn their sites into conversion machines without overcomplicating the design. In this episode: Why your homepage should act like a salesperson, not a signpost The copy sections that build trust and momentum How to structure your website around clarity, proof, and outcomes The simple homepage fixes that make the biggest difference
18 Nov 2025
Stop Doing This On LinkedIn If You Want Replies
LinkedIn isn’t just a place for résumés anymore. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei unpack how the platform has evolved from job updates and “we’re thrilled to announce” posts into a core channel for brand building and sales. They dive into what actually works on LinkedIn in 2025, why company pages rarely move the needle, and how small B2B teams can turn consistency and authenticity into results. From selfies that outperform ads to posts that backfire spectacularly (looking at you, crying CEO), this conversation breaks down what real engagement looks like today—and how to build trust without sounding like every other marketer on your feed. In this episode: Why most company LinkedIn pages don’t convert The human element that drives real engagement How to build a content rhythm that fits your team’s bandwidth When vulnerability works—and when it doesn’t
4 Nov 2025
Why No One’s Finding Your Content Anymore
SEO isn’t dead. It’s just changing. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei dig into the new wave of acronyms that are reshaping how people find your brand online: SEO, AEO, GEO, and whatever comes next. With AI tools like ChatGPT and Gemini changing how people search, the question is no longer how to rank on Google, but how to stay visible at all. Ómar and Alicja explain what these changes mean for small B2B marketing teams, where to focus your effort, and how to keep your brand discoverable as search evolves. From Reddit strategies to FAQ updates and backlinks that still matter, this conversation is full of practical advice for anyone trying to stay ahead. In this episode: What SEO, AEO, and GEO actually mean and why they matter How AI tools are changing buyer search behavior Why backlinks, Reddit, and FAQs might be your best assets How small teams can compete with big brands in AI-driven search
21 Oct 2025
Marketing Campaigns that Shouldn’t Have Worked…But Did
Most small B2B marketing teams are working with the same problem: too little budget, too many expectations, and a playbook that feels stuck in 2015. White papers, gated content, and “just run some Google Ads” don’t cut it anymore. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei swap stories of campaigns that flopped, campaigns that surprised them, and the new tactics B2B marketers are testing in 2025 to actually break through the noise. From influencer-driven LinkedIn posts to gorilla marketing stunts (yes, even Times Square billboards and pizza box campaigns), they dig into what is worth trying, what is not, and how to stretch a small budget without wasting it. Creative beats expensive every time, and sometimes the scrappiest campaigns bring the biggest results. In this episode: Why the “2015 playbook” for B2B campaigns no longer works Campaigns that flopped vs. campaigns that unexpectedly performed How influencer marketing and thought leadership are reshaping B2B demand gen Why knowing your audience matters more than your ad spend
7 Oct 2025
Why Your ICP Might Be Wrong
If you don’t fix your target, you miss everything. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Peep Laja, founder of Wynter, to unpack why positioning fails when you’re guessing, why A/B testing isn’t built for most B2B teams, and how message-market fit matters just as much as product-market fit. They dive into pivots, micro-optimizations, and the uncomfortable truth that your homepage copy is often the real conversion bottleneck—not your design. No fluff. No jargon. Just sharp insights on what makes messaging resonate and how to defend research spend when the C-suite asks, “Do we really need this?” Because great marketing doesn’t start with campaigns. It starts with clarity. In this episode: Why most “pivots” are actually positioning shifts How to validate messaging without enough traffic for A/B tests The three categories of friction killing your copy What works in B2B go-to-market today (and what’s just noise)
23 Sept 2025
Why No One Gets What You Do
If your homepage doesn’t tell the story, your positioning won’t stick. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei sit down with Anthony Pierri of Fletch to dig into why so many B2B startups stumble when it comes to messaging. Founders love strategy decks and category conversations—but if the positioning never makes it onto the homepage, the market never sees it. Anthony shares how forcing hard choices, narrowing your ICP, and putting your stake in the ground on the homepage creates clarity that cascades through the entire company. From anchors and headlines to problem sections that don’t make your BS meter go off, this conversation gets into the real work of messaging that cuts through noise. Because clever doesn’t convert—clarity does. In this episode: Why homepage copy is the ultimate forcing function for positioning The two “existential crises” founders face when narrowing their ICP The three types of positioning anchors (and how to use them) How to balance value promises vs. feature credibility without overhyping
9 Sept 2025
How Small Marketing Teams Do Customer Research
If you’re not doing customer research, it shows. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei break down why most small marketing teams are flying blind: guessing at pain points, rewriting landing pages in a vacuum, and building messaging around features instead of feelings. They break down how small teams can stop overthinking research and start learning from the conversations already happening around them — in sales calls, support tickets, social threads, and yes, even LinkedIn DMs. No scripts. No dashboards. Just real voices, real language, and real insight hiding in plain sight. Because your best copy? Your customers already said it. You just haven’t heard it yet. In this episode: Why small teams avoid customer interviews (and how to stop) How to ask questions that surface real pain, not polite answers Where to find messaging gold if you can’t get on a call How to tell signal from noise in customer feedback
26 Aug 2025
The Problem Isn't Your Website Design
That redesign isn’t fixing your problem. It’s hiding it. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei unpack one of the most expensive distractions in B2B marketing: the full website redesign. From outdated CMSes and dev bottlenecks to messaging that just doesn’t land, they explore why conversions are flat and why your new hex codes won’t save you. You’ll hear what actually drives performance on a website, how to avoid wasting months on the wrong fixes, and how small teams can take back control. Because if you’re not fixing the strategy, you’re just rearranging pixels. In this episode: Why most redesigns are solving the wrong problem The real reasons your website isn’t converting What marketers need to control to make progress How to improve your site without starting from scratch TIME CODES 00:00 - Introduction: Why Everyone Has an Opinion on the Website 00:13 - The Dream of Product-Led Growth in B2B 00:25 - Backend Developers: Unexpected Website Gatekeepers 00:49 - Meet the Hosts: Omar, Alicia, and Dino 01:05 - Coffee Chat: Marketers and Caffeine Habits 01:56 - Episode Topic: Do You Really Need a Website Refresh? 02:34 - B2B Websites: The #1 Sales Channel 03:17 - Website as the Hub: Messaging, Brand, SEO & More 03:33 - Case Study: Brand and Website Refresh Triggers 04:21 - Common Misconceptions: Is Color Causing Low Sales? 05:13 - How Most Companies Approach Website Projects 05:44 - The Problem with Developer-Owned Websites 06:36 - Ignoring SEO Value in Site Overhauls 06:57 - Why Continuous Optimization Beats Total Redesigns 08:00 - Legacy Systems: Can You Refresh Without Rebuilding? 08:50 - Why Marketing Teams Need Website Ownership 09:44 - Brand Refresh vs. Website Redesign: What Matters Most? 11:14 - Why Website Changes Should Be Based on Analytics 12:30 - Your Website: The Ultimate 24/7 Salesperson 13:24 - What Should You Update First? Analytics Over Aesthetics 14:45 - Website User Experience: Common Mistakes to Avoid 15:17 - Maintaining Your Website as the Face of Your Business 16:44 - Unlocking Control: Choosing the Right CMS for Marketers 18:11 - Pros and Cons: Framer, Prismic, Squarespace, and More 19:03 - Should Marketing Be Measured on Leads or Revenue? 20:22 - The Sales and Marketing Handoff: Collaboration & Challenges 22:02 - Product-Led Growth: Eliminating Traditional Sales Channels 22:42 - Heroes or Headaches: B2B Website Audits Segment 23:19 - Barnum Financial Group: Messaging and Design Critique 25:53 - Staples: Business Supply Website Breakdown 27:04 - New SEO Trends: AEO and Website Optimization 28:08 - Recruit CRM: Chat About Cookie Bars and B2B Design 30:27 - India Mart: The B2B Website That’s a Nightmare? 32:35 - Stripe: The Gold Standard for SaaS and B2B Websites 35:07 - Website Budget: How Much Do Top Sites Really Cost? 37:45 - Pro Tip: Analyze Any Website’s Tech Stack with Wappalyzer 38:59 - What Marketers Should Do Instead of a Website Refresh 40:21 - First Steps for New Marketers: Gaining Website Control 41:00 - Next Episode Preview & Sign-Off
12 Aug 2025
A/B Testing Is a Waste of Time in B2B
If you’ve ever been asked to A/B test a page with 37 visits, this one’s for you. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei dismantle one of the most overhyped practices in B2B marketing: A/B testing. From statistical illusions to traffic volume myths, they walk through why the math just doesn’t work for most small teams — and what to do instead. This episode cuts through the performative testing mindset and gets to what actually works when you’re trying to move the needle with limited data and limited time.In this episode: Why most B2B A/B tests are doomed from the start The minimum data you actually need for statistical significance What to do instead when you're testing messaging, landing pages, or campaigns How to talk about this with stakeholders who are obsessed with “running a test”
29 Jul 2025
The Best Tech Stack for Small Marketing Teams
Most marketing stacks aren’t designed. They just happen. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei take a hard look at how small teams end up buried in tools they never chose. From inherited platforms and overlapping features to chaotic documentation (or none at all), they share how to clean house and rebuild a stack that actually works.It’s part strategy session, part stack intervention, and a reminder that doing less with the right tools beats doing everything with the wrong ones. In this episode: What a small team actually needs in its stack How to fix a 12-tool setup in one week Signs you’re overbuilt and what to do about it Why tool choice is really a workflow decision
15 Jul 2025
What Buyers Actually Need from Your Website
If your homepage tries to say everything to everyone, chances are it’s saying nothing to anyone. In this episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei tackle one of the most critical—and misunderstood—elements of B2B marketing: website messaging. Drawing from years of experience and recent work with positioning experts, they unpack the real reason most B2B sites fail to convert. It’s not your product. It’s not your pricing. It’s how you’re talking about it. From avoiding jargon traps to defining a clear point of view, this episode delivers expert guidance and a candid look at what’s holding most B2B sites back—and a reminder that saying less (with clarity) will always get you further than trying to say it all. In this episode: Why most marketers are building websites for their CEO (not their customer) The simple messaging mistake that’s killing your conversions What to learn from Basecamp vs Asana’s radically different homepages A practical method to uncover your true positioning voice
1 Jul 2025
The REAL Job Description of a Marketer on a Small Team
If your job feels like a never-ending list of tasks with unclear goals and shifting expectations, you're not alone. In this first episode of All the Hats, Ómar Thor Ómarsson and Alicja Lei talk about what it’s really like to be a marketer on a small team. They swap stories from their own careers, react to a viral Reddit post about unrealistic workloads, and make the case for why saying no is sometimes the smartest move you can make. It’s part vent session, part strategy chat, and a reminder that doing everything isn’t the same as doing the right things. In this episode: The hidden cost of wearing too many hats What to do when your job description expands beyond recognition How to figure out what’s actually moving the needle (and what to let go of)
23 Jun 2025
Welcome to All The Hats!
All the Hats is the podcast for B2B marketers on small teams. You write the copy, manage the CMS, run the ads, and fix allllll the dang forms. Hosted by Ómar Thor Ómarsson and Alicja Lei, we talk positioning, UX, content, SEO, and all the stuff you’re somehow supposed to master (without losing your mind). If you're a B2B marketer running lean, moving fast, and juggling everything from strategy to screenshots...you just found your people.
Reach and audience
Public platform figures. Ratings count people who left a rating, not total listeners.
- Apple Podcasts (US)
- 5.0 / 5
- 1 ratings
Contact All The Hats
- Guest appearances
- Does not typically book guests
Based on episode analysis; this does not confirm that the show is currently accepting guests.
Host of All The Hats?
Claim your podcast to manage its listing and keep your show details accurate.
Pod Engine is an independent podcast discovery and analytics service and is not affiliated with or endorsed by this podcast. Artwork and show content belong to their owners. Full legal notice.
Explore this show
Podcast research with Pod Engine