But Wait, There's Moore

16/09/2026

Missed this one? You can still catch the conversation.

Rachel recently joined to talk about a question that comes up a lot in B2B marketing:

Does your brand actually need a podcast?

We got into what makes a podcast worth doing, who should (and shouldn’t) host it, and how to get more value from each episode than a download count.

We also talked about turning podcast conversations into thought leadership, social content, articles, transcripts, and content that can support search and AI discoverability.

If “we should start a podcast” has made its way into your marketing plans, or you already have one and are wondering whether it’s pulling its weight, the conversation is worth a listen.

Spoiler: We tackled the CEO-as-host question. 🎤

Catch the replay here: https://pulse.ly/6q8ybfvng5

14/09/2026

Rachel takes on the classic "you're in marketing, do something" ask this week, the one where a loved one keeps her in their back pocket as a threat to whip out on customer service reps. Cue her husband, who goes in hot on every call and, when all else fails, drops the "my wife works in social media" card (spoiler: it doesn't work, and it never has).

Rachel breaks down why the tag-a-brand-and-watch-them-scramble era is basically over now that social is fragmented across a dozen platforms, and makes the case for remembering the human on the other end of that handle, a marketing person with zero power over billing, refunds, or policy.

New episode's up! For this week's chaos from the marketing trenches, read more here:

Rachel takes on the classic “you’re in marketing, do something” ask this week, the one where a loved one keeps her in their back pocket as a threat to whip out on customer service…

12/09/2026

We're bringing the BWTM mini podcast studio to CMWorld in Denver this October 5–7, at the Colorado Convention Center and Bellco Theatre.

Here's the offer: bring your game face and sit down for a 15-minute executive-level video interview. You walk away with a professional edit plus the raw file and, if you want, a complimentary media assessment from Rachel on your on-camera and on-mic presence.

Excited? Raise your hand 🙋‍♀️

08/09/2026

This is what "agentic" used to look like.

A room full of humans, physically plugging wires into the right slot so your call didn't land in the wrong office. No AI. No algorithm. Just someone who knew exactly which cable went where.

Now the wires are code, and the plugs are prompts. Different tools, same job. Somebody still has to know which wire goes where.

The tech keeps changing. The need for a person who actually runs it? Never left the building.

What's the switchboard in your stack right now? The tool everyone assumes runs itself but definitely doesn't. Comment section is a safe space.

07/09/2026

Unpopular opinion for a Monday: I hate email marketing.

Not the strategic kind. Not the "someone filled out a form and gave you their email on purpose" kind. That's a real exchange, and I respect it.

I mean the kind where you scrape a CSV of your LinkedIn connections and add them to your list without asking. Stop that. They didn't opt in. That's not a list, that's a hostage situation.

Here's what actually gets me, though: Open Rates. A 20% email open rate is treated like a win. Meanwhile, texts sit north of 90%. If that gap doesn't bother you, I don't know what to tell you.

I'd love to see more brands lean into SMS and WhatsApp for what actually matters, and save email for the rest. Yes, marketers would probably ruin it eventually. We ruin everything given enough time. But right now there's a lot of room to do this better.

Text me if you agree. Or read the full take here →

https://pulse.ly/4bmas2kdqb

03/09/2026

Anthropic, the company behind Claude, is paying a six-figure salary for a Director of Content. Sit with that for a second.

If AI alone could do the job, why would the company that builds the AI need a human to run their own content?

Because they know what a lot of leadership teams still haven't figured out: the tool doesn't replace judgment, strategy, or taste. It needs someone steering it.

Meanwhile, plenty of other companies are laying off their best marketers and handing the leftover work to AI with a straight face, then acting shocked when it goes sideways.

You can't out-token good judgment.

If you're the person on your team who actually knows how to use AI well, catches what it misses, and keeps the work on strategy: that's the differentiator right now. Not the subscription.

Catch the full rant on this week's Marketers Barely Managing 👇
https://pulse.ly/bgr24aogwz

Rachel Moore discusses the paradox of AI in the workplace, highligh...

03/09/2026

If your webinar strategy still revolves around registration numbers, it’s time for a rethink. The real secret isn't the slides; it's the person holding the microphone, and this article explains why the best webinars work as hard after the live event as they do during it.

Read here 👉

Every few months, someone declares the webinar obsolete. It’s an easy conclusion to reach if you’re judging success by registrations alone. Attendance rates have become harder to predict, inboxes are crowded, and buyers have more ways to consume information than they did a few years ago. Yet com...

31/08/2026

Every brand says "we see you." Almost none of them do.

Here's the test: does your algorithm walk the walk, or just talk the talk?

Talking the talk looks like a "cruelty-free" label on a box while suppliers upstream still test on animals. Words on a values page, unverified by anything you actually do.

Walking the walk looks smaller. A grocery app that notices you buy oat milk every ten days and reminds you before you run out, not a generic "you might also like," but a pattern it actually paid attention to. That's an algorithm doing something useful with what it learned, instead of just using it to sell you more.

The difference is intent. One collects your data to sell more; the other uses it to serve you better.

What's a brand that's actually earned your trust by getting this right? Curious who's doing it well.

26/08/2026

Every customer is a person before they're a persona. That's easy to forget once you've segmented them into a funnel stage.

Strip away the acquisition channel, the lifecycle stage, the demo call, and what's left is someone who wants three things: to be seen, understood, and not have their time wasted. That's true whether they're 65 or 25.

Boomers want a company that keeps its word. Gen X wants no fluff, get to the point. Millennials want to feel like more than a line item. Gen Z wants to know you're real before they trust a word you say. Different decades, same sentence underneath it all: make me feel like you actually see me.

With AI now writing emails, building funnels, and personalizing subject lines at a scale no human ever could, the real differentiator is becoming the depth and quality of the customer experience.

It’s always mattered. AI is simply making that difference impossible to ignore.

24/08/2026

Google's AI Overviews are eating your clicks. Ranking #1 doesn't mean what it used to.

SEO got you ranked. GEO — Generative Engine Optimization — gets you cited, even when nobody clicks through. Gartner's predicting a 25% drop in traditional search by the end of 2026.

Here's what you can do to get ahead:

Structure over style. AI parses headers, bullets, and FAQs before it reads prose. A wall of beautiful paragraphs is invisible to a machine skimming for a quotable answer.

Answer first, explain after. No slow build, no reveal at the end. Say the answer in the first sentence, then support it. AI wants the punchline up top, not buried in paragraph six.

Show your receipts. Author bios, credentials, original data, real case studies. AI favors sources it can trust — the same way people do.

Transcripts matter more than you think. AI can't watch a video. It reads what's typed. No transcript, no captions file, no citation — no matter how good the content is.

If you missed my episode on this, watch the video for tips and exactly how to check if AI is already citing you (or your competitor instead). 👇

▶️ https://pulse.ly/kh2fg50dg5