Leader Generation

• EP142: What Works Now In B2B Marketing (And What’s Next For 2026)

  Doing more with less in B2B? This episode shows you how—without burning out your team or your budget.  Tessa Burg talks with B2B leaders, Hannah Woodham and Jenelle Maddox, to map out what’s actually working as teams plan for 2026. They break down the wins from 2024–2025, including first-party data, smarter AI, and high-quality content. Then, share where to invest next so you can reach complex buying networks and still prove ROI. You’ll hear practical ways to streamline work, personalize at scale, and boost brand visibility in LLMs—without chasing every shiny object. If you want clear steps to align marketing with business goals, improve performance metrics, and make your budget work harder, this conversation gives you the playbook.  Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.  About Hannah Woodham: With over 15 years of experience driving paid channel marketing strategy in a dynamic agency environment, Hannah focuses on leading teams that deliver performance-driven results. Throughout her career, she’s helped brands across B2B industries scale their reach, optimize their media investments, and achieve measurable growth through innovative paid strategies. Hannah has a passion for combining data, creativity and emerging technologies—including AI—to build campaigns that not only perform but transform. Hannah can be reached on LinkedIn or at [email protected].  About Jenelle Maddox: Jenelle Maddox is Vice President of Client Success at Mod Op, with more than 15 years of experience leading teams and advising global enterprise clients. She brings executive leadership and marketing strategy expertise to help organizations navigate digital transformation and drive growth, leveraging data-driven marketing, customer experience strategies, and technology enablement to ensure alignment with business goals and measurable outcomes. Jenelle is recognized for developing and scaling both client and employee satisfaction by creating clarity from complexity as a servant leader and multiplier, driving cross-functional alignment to achieve collective success. Jenelle can be reached on LinkedIn or at [email protected].  About Tessa Burg: Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].

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• EP141: GEO vs. SEO - What Really Matters For AI-Driven Search

  In the fast-changing world of search, generative AI is rewriting the rules—and your old SEO playbook won’t cut it.  In this episode of Leader Generation, guest host Patty Parobek teams up with Mod Op’s Gareth Cunningham and Maurice White to decode Generative Engine Optimization (GEO) and the strategies that will keep your brand visible when AI-driven search takes the lead. Using the iconic “Periodic Table of SEO Elements” as their guide, they reveal what’s still relevant, what’s rising in importance and what you can skip in the AI era. You’ll hear practical tips on how to structure your content so both search engines and AI tools can understand it, build brand authority that goes beyond backlinks and make sure your technical foundations are strong before adding GEO tactics. The conversation focuses on a balanced, long-term approach—starting with the changes that will have the biggest impact, avoiding overwhelm and combining SEO with PR, branding and other marketing efforts. Whether you’re just starting to explore GEO or looking to refine your strategy, this episode delivers expert guidance on navigating the shift toward a semantic, AI-powered web. GEO isn’t a sprint, but a marathon. Making smart, sustainable moves today can keep your brand visible well into the future. Leader Generation is brought to you by Mod Op.  About Gareth Cunningham: Gareth Cunningham stands at the intersection of creativity and analytics in his role as the Director of Search Experience at Mod Op. He leverages his experience in digital marketing to shape the online presence of national and international brands. Gareth consistently delivers strategies that increase organic traffic and improve search rankings for clients. His innovative approaches and dedication to measurable results have cemented his reputation as a dynamic leader in search engine optimization. Gareth can be reached on LinkedIn or at [email protected].  About Maurice White: Maurice White is a seasoned SEO Strategist at Mod Op, with more than a decade of experience in digital strategy, technical SEO, and product management. He focuses on developing search strategies that not only increase a website’s visibility in organic search results but also guide visitors through a thoughtfully–crafted user journey toward conversion. Maurice is actively exploring ways to leverage generative AI technologies to enhance website performance, user engagement and alignment with the evolving digital landscape. Maurice can be reached on LinkedIn or at [email protected].  About Patty Parobek: As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected].   

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• EP140: Leading Change That Sticks: People, Processes & Platforms With Stuart Goldstein

  In a world where marketing agencies are racing to keep up with rapid change, how do you grow faster without losing your people, your culture, or your edge? In this episode of Leader Generation, Mod Op’s new COO, Stuart Goldstein, joins Tessa Burg to share his playbook for scaling agencies. With years of experience leading firms through mergers, digital transformations, and process overhauls, Stuart reveals why the real challenge isn’t the technology or the tools—it’s bringing people along for the ride. Listeners will get an inside look at why Mod Op is uniting specialized agencies under one platform, how to turn skeptics into champions, and the leadership moves that make change stick. From integrating AI across disciplines to avoiding the “shiny object” trap, he offers candid advice and relatable stories that apply to any leader facing transformation. This conversation delivers practical ways to align people, processes, and platforms—to keep your team motivated and your clients happy. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.  About Stuart Goldstein: As an experienced operations leader with over 20 years of success, Stuart can captain any ship. From start-up to heavyweight, Stuart has helped agencies and organizations pave their path to greatness. His expertise has been instrumental in driving growth and fame for renowned clients such as Johnson & Johnson, Oreo, Coca-Cola, American Express, Novartis, Diageo, eBay, GlaxoSmithKline, Time Warner, and Marvel, among others. And somehow, he still finds a way to drop a joke and take life one day at a time as long as it fits the brief. About Tessa Burg: Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].  

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• EP139: Beyond SEO: How To Win Attention In The Age Of Zero-Click

  In this episode of Leader Generation, host Tessa Burg welcomes back Patty Parobek, Mod Op’s VP of AI and ML Transformation, for a candid conversation about how marketers can thrive in the age of “zero click.”  With Google increasingly providing AI-powered answers directly in search results, fewer people are clicking through to websites. For companies that have long depended on organic traffic, this shift raises an urgent question: What does success look like when clicks aren’t the main measure anymore? Patty shares fresh insights inspired by Rand Fishkin’s work, breaking down why SEO isn’t dead but why marketers must rethink how they capture attention and build trust. She explains how to uncover where audiences are really being influenced, how to measure success beyond traffic and why investing in research and authenticity is more important than ever. If you’ve been wondering how to compete when Google answers questions before people ever reach your site, this episode is a must-listen. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.  About Patty Parobek: As Vice President of AI Transformation, Patty leads Mod Op’s AI practice group, spearheading initiatives to maximize the value and scalability of AI-enabled solutions. Patty collaborates with the executive team to revolutionize creative, advertising and marketing projects for clients, while ensuring responsible AI practices. She also oversees AI training programs, identifies high-value AI use cases and measures implementation impact, providing essential feedback to Mod Op’s AI Council for continuous improvement. Patty can be reached on LinkedIn or at [email protected]. About Tessa Burg: Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].  

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• EP138: Scaling Smarter: Balancing AI Efficiency & Human Creativity

  The flood of AI-generated content has made it harder than ever to know what’s real, and easier than ever to lose trust.  In this episode of Leader Generation, Tessa Burg talks with Shouvik Paul, COO of Copyleaks, about how marketers can create and protect content while building trust. Shouvik shares experience scaling multiple SaaS companies to successful exits, and how those same principles—like recurring revenue and scalable systems—can help marketers build sustainable growth rather than chasing short-term wins. Listeners will hear practical ways to use AI to speed up research, personalize marketing at scale and tap into customer data for new opportunities—all while avoiding the pitfalls of overreliance. Shouvik explains why keeping a human in the loop is critical, what happens when AI “hallucinates” and how legal and IP issues are evolving around AI-generated content. This conversation delivers insight and actionable advice, providing a clearer picture of how to balance AI’s speed and scale with human creativity, originality and responsibility. Leader Generation is hosted by Tessa Burg and brought to you by Mod Op.  About Shouvik Paul: Shouvik Paul is the Chief Operating Officer of Copyleaks, an Inc. 5000-recognized company and leading AI-powered platform for text analysis, content authenticity, and generative AI governance. Trusted by enterprises, educational institutions, and governments worldwide, Copyleaks enables organizations to verify content originality, detect AI-generated and AI-influenced material, and stay compliant amid rapidly evolving AI technologies and regulations. With over 25 years of experience scaling and exiting SaaS companies across the EdTech and MediaTech sectors, Shouvik brings deep operational and go-to-market expertise. Shouvik is at the forefront of advancing responsible AI adoption, helping organizations navigate the complexities of content integrity, copyright protection, and regulatory compliance in an ever-evolving AI landscape. About Tessa Burg: Tessa is the Chief Technology Officer at Mod Op and Host of the Leader Generation podcast. She has led both technology and marketing teams for 15+ years. Tessa initiated and now leads Mod Op's AI/ML Pilot Team, AI Council and Innovation Pipeline. She started her career in IT and development before following her love for data and strategy into digital marketing. Tessa has held roles on both the consulting and client sides of the business for domestic and international brands, including American Greetings, Amazon, Nestlé, Anlene, Moen and many more. Tessa can be reached on LinkedIn or at [email protected].  

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