Podcast Summary: B2B Marketing with Dave Gerhardt Episode: The Quiet Shift: How B2B Teams are Winning Post-SEO
Release Date: May 1, 2025
Guest: Brendan Hufford, Founder of Growth Sprints

Introduction

In this insightful episode of B2B Marketing with Dave Gerhardt, host Danielle welcomes Brendan Hufford, a renowned figure in the B2B marketing landscape and the founder of Growth Sprints. With a rich background transitioning from education to marketing, Brendan shares his unique perspective on modern B2B marketing strategies, particularly focusing on post-SEO tactics that are reshaping how B2B teams achieve success.

Brendan Hufford’s Journey: From Classroom to Marketing Leader

Brendan begins by recounting his unconventional path from being a high school teacher to a marketing expert. He highlights the parallels between teaching and marketing, emphasizing skills like engaging an audience, curriculum development, and adaptability.

Brendan Hufford [02:51]: “Every single hour, I had to create material. Like, the stuff that worked first hour, you kind of, like, test it again the next hour.”

His experience teaching subjects like psychology and sociology provided him with a deep understanding of human behavior, which he seamlessly transitioned into marketing. Brendan reflects on the challenges of climbing the educational administrative ladder, ultimately realizing that his true passion lay elsewhere.

Brendan Hufford [05:44]: “I had to figure out what mattered. Right. And these are the things that matter from technical.”

Founding Growth Sprints: Revolutionizing Client Engagement

Transitioning into his entrepreneurial venture, Brendan discusses the inception of Growth Sprints. Differentiating his approach from the traditional retainer model commonly used in SEO services, Brendan introduces the concept of "sprints" — short, focused projects that deliver quick, impactful results.

Brendan Hufford [13:34]: “I push back against the retainer model. I don't like working on a retainer specifically.”

This sprint-based methodology allows Growth Sprints to work with a diverse range of clients, fostering agility and delivering measurable outcomes without the prolonged commitments typical of retainers. Brendan emphasizes the benefits of this model, such as engaging with multiple clients and maintaining high levels of creativity and impact.

SEO Insights: Beyond the Traditional Framework

A significant portion of the discussion delves into Brendan’s innovative approach to SEO. He challenges the conventional belief that SEO requires long-term retainers, advocating instead for targeted, sprint-driven strategies that yield quicker results.

Brendan Hufford [33:53]: “If I came to your house, I fixed your water heater, I was like, I fixed it. I need you to pay me every month from now on because you're enjoying the benefits of it. You'd be like, get out of here.”

Brendan argues that SEO should be treated as a series of actionable tasks rather than an indefinite service. By focusing on specific, short-term goals, businesses can achieve tangible improvements without the financial strain of ongoing retainers.

Content Strategy: Maximizing Impact Through Multifunctional Content

Brendan underscores the importance of developing a robust content strategy that serves multiple purposes for a business. He advocates for content that not only caters to SEO but also engages the audience, supports sales enablement, and builds authority within the industry.

Brendan Hufford [41:15]: “Everything I recommend to clients is very specific on it has to do more than one thing for the business.”

This multifunctional approach ensures that each piece of content contributes to various aspects of the business, thereby maximizing its value and effectiveness. Brendan provides practical examples, such as creating detailed competitor comparison pages, which serve both SEO and sales objectives.

Building a Defensible Career: The Power of Networking

Brendan highlights the critical role of networking in building a resilient and defensible career. Drawing from his own experiences, he emphasizes that a strong network can provide safety nets and open doors, especially in volatile industries prone to layoffs.

Brendan Hufford [11:11]: “Your network is your net worth.”

He advises marketers to cultivate meaningful relationships and leverage their networks to create opportunities, positioning themselves as indispensable assets within their professional spheres.

Tactical Approaches: Internal Linking and Content Optimization

Delving into specific SEO tactics, Brendan shares his strategies for improving website performance through internal linking and content optimization. He explains how strategically placing internal links can significantly enhance a website’s SEO by signaling to search engines the importance of certain pages.

Brendan Hufford [24:43]: “Internal links. Like connecting...sounds dumb. It was one of the first things I did at ActiveCampaign...we just set 200 internal links. It works.”

Additionally, Brendan discusses the importance of aligning content with user intent and ensuring that it addresses multiple facets of the audience's needs. This alignment not only boosts SEO but also enhances user experience.

Mindset Shifts: Embracing Evergreen Content and Avoiding Checkbox Marketing

Brendan advocates for a paradigm shift in how marketers approach content creation. Instead of constantly producing new content, he recommends leveraging evergreen content that remains relevant over time, combined with timely, ephemeral pieces that address current trends and events.

Brendan Hufford [37:15]: “We have to constantly be on this hamster wheel treadmill for email newsletters. Like just Immortal newsletter all the way, half ephemeral, half evergreen.”

This strategy allows marketers to maintain a consistent presence without overwhelming their teams or diluting their message. Furthermore, Brendan criticizes the "checkbox marketing" approach, where marketers focus on completing predefined tasks without considering their broader impact.

Naming Problems vs. Creating Categories: The Power of Terminology

A notable insight from Brendan is the strategic importance of naming problems rather than creating new categories. By identifying and naming specific challenges, businesses can position themselves as problem-solvers, fostering stronger connections with their target audience.

Brendan Hufford [40:19]: “It's naming the problem, right? There's a company called Operator that talks about the great ignore...they own it in the minds of their ICP.”

This approach helps in establishing authority and clarity, making it easier for potential clients to recognize and relate to the solutions offered.

Practical Examples: Competitor and Alternatives Pages

Brendan provides concrete examples of effective content strategies, such as creating "alternatives" or "versus" pages that compare the business's offerings with competitors. These pages serve dual purposes: enhancing SEO by capturing search traffic related to competitor comparisons and aiding the sales team by providing easily accessible information for prospective clients.

Brendan Hufford [44:26]: “If you’re vetting alternatives to us, here’s some great ones and here’s why we’re different.”

Such strategies not only improve search rankings but also demonstrate transparency and a customer-centric approach, fostering trust and credibility.

Immortal Newsletters: A Sustainable Approach to Email Marketing

Brendan introduces the concept of "immortal newsletters," a blend of evergreen and ephemeral content that can be redistributed over time without losing relevance. This approach contrasts with the traditional model of producing fresh content continuously, offering a more sustainable and impactful method of engaging with the audience.

Brendan Hufford [36:33]: “We have to constantly be on this hamster wheel treadmill for email newsletters. Like just Immortal newsletter all the way.”

By repurposing high-quality content, marketers can maintain engagement without the constant pressure to create new material, ensuring that valuable insights continue to benefit the audience over time.

Final Thoughts: Aligning Incentives and Sustainable Marketing Practices

Brendan wraps up the discussion by emphasizing the importance of aligning incentives between marketers and their clients. He advocates for strategies that deliver immediate value and empower clients to sustain their marketing efforts independently, reducing dependency on external agencies.

Brendan Hufford [33:53]: “I don’t want you to be indebted to me. Where like, and some people want it as like they want a retainer is like, I just need to know somebody’s there.”

Brendan's approach fosters long-term success by equipping businesses with the tools and knowledge needed to thrive without ongoing external support, promoting autonomy and resilience.

Conclusion

Brendan Hufford’s insights offer a fresh perspective on B2B marketing, challenging traditional notions of SEO and client engagement. His emphasis on sprint-based strategies, multifunctional content, and sustainable practices provides a roadmap for modern marketers seeking to navigate the evolving landscape. By prioritizing impactful, strategic actions over conventional, prolonged commitments, Brendan advocates for a more agile and effective approach to B2B marketing.

Notable Quotes

• Brendan Hufford [02:51]: “Every single hour, I had to create material. Like, the stuff that worked first hour, you kind of, like, test it again the next hour.”

• Brendan Hufford [05:44]: “I had to figure out what mattered. Right. And these are the things that matter from technical.”

• Brendan Hufford [13:34]: “I push back against the retainer model. I don't like working on a retainer specifically.”

• Brendan Hufford [33:53]: “If I came to your house, I fixed your water heater, I was like, I fixed it. I need you to pay me every month from now on because you're enjoying the benefits of it. You'd be like, get out of here.”

• Brendan Hufford [41:15]: “Everything I recommend to clients is very specific on it has to do more than one thing for the business.”

• Brendan Hufford [24:43]: “Internal links. Like connecting...sounds dumb. It was one of the first things I did at ActiveCampaign...we just set 200 internal links. It works.”

• Brendan Hufford [37:15]: “We have to constantly be on this hamster wheel treadmill for email newsletters. Like just Immortal newsletter all the way, half ephemeral, half evergreen.”

• Brendan Hufford [40:19]: “It's naming the problem, right? There's a company called Operator that talks about the great ignore...they own it in the minds of their ICP.”

• Brendan Hufford [44:26]: “If you’re vetting alternatives to us, here’s some great ones and here’s why we’re different.”

This comprehensive summary captures the essence of Brendan Hufford's expertise and strategic insights shared during the episode, providing valuable takeaways for B2B marketers aiming to enhance their strategies in a post-SEO dominated landscape.