The Digital Marketing Podcast by Exposure Ninja

What does a decade of organic growth at one of fintech's most successful companies actually look like?
In this episode of The Growth Leaders Series, Charlie Marchant sits down with Fabrizio Ballarini, Head of Organic Growth at Wise, the multi-billion dollar global money transfer platform operating across 160+ markets.
Fabrizio shares the thinking behind Wise's famous growth philosophy: going as broad as possible, as fast as possible, and then refining what works. 
He breaks down the story of the currency converter that became one of the most powerful organic acquisition tools in fintech, how a single page generated 1 million clicks in one month, and why Wise continues to build acquisition for products that don't yet exist.
The conversation gets into the AI Search question head-on: what it really means for an established brand like Wise, why traffic is still at an all-time high despite the hype, and where the genuine risk lies. 
Fabrizio also talks about the LTV forecasting models that changed how the team evaluates content, why he rarely kills pages that aren't converting, and what he'd tell his younger self about growth.
Follow Fabrizio on LinkedIn:  
https://www.linkedin.com/in/fabrizioballarini/
Read the show notes:
https://exposureninja.com/podcast/growth-leader-series-fabrizio-ballarini/

New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Profound, and AirOps!

Book a consultation to get a live review of your website and marketing 👉
https://exposureninja.com/review/

Vanguard manages over $10 trillion in assets, but their dominance in search and AI visibility isn't just because of their size. Most big brands their size are leaving millions of visits on the table. Vanguard isn't.
This video breaks down the Vanguard digital marketing strategy behind 6.2 million monthly organic visitors, an AI visibility score of 85/100, and 74,500 AI mentions, and the lessons any marketer can steal from it.
Here's what I cover:
Why Vanguard built their entire website around customer goals, not products, and why that single shift is the foundation of everything else they're doing
The topic cluster content strategy generating 6.2 million US organic visits a month, and how they've structured it to cover every stage of the buyer journey
How their educational articles are structured to get cited in AI Overviews, ChatGPT, and Gemini, including the exact formatting choices that make AI tools want to pull from their content
Why their retirement income calculator has attracted 462 linking domains and 74,000 monthly visits to a single page and how to replicate this for your industry
The internal linking and CTA strategy that turns content readers into customers (and why most brands get this badly wrong)
The 7 lessons any marketer at any size business can apply immediately to build this kind of search and AI visibility
Vanguard isn't winning because they're Vanguard. They're winning because they're doing the work. Here's exactly what that looks like.
Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/
Read the show notes:
https://exposureninja.com/podcast/vanguard-marketing-strategy/

Listen to these episodes next:
Rippling's $16B Marketing Strategy
https://exposureninja.com/podcast/rippling-marketing-strategy/
How To Dominate AI Search Results in 2026
⁠⁠⁠⁠https://exposureninja.com/podcast/372/⁠⁠⁠⁠
Copy The 3 Pillars of £50m+ SEO Campaigns
⁠⁠⁠⁠https://exposureninja.com/podcast/371/

Google just called this a new era for AI Search, and after seeing these five updates from Google I/O 2026, it's hard to disagree.
In this executive briefing, Charlie Marchant (CEO of Exposure Ninja), covers:
The new AI Search box that lets users write full briefs, attach files, and search like they would in ChatGPT

Information agents that search on behalf of users 24/7 in the background

AI Mode going fully conversational, with persistent context across an entire search session

Agentic coding in search, building custom dashboards and mini apps on the fly

Personal intelligence and agentic calling, where Google literally phones businesses to check availability and book on your behalf

Google is no longer just a search engine. It's becoming an interactive, agentic interface, and businesses that aren't thinking beyond ten blue links are already falling behind. Here's exactly what these updates mean for your marketing strategy.
Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ 
Read the show notes:
https://exposureninja.com/podcast/google-i-o-2026/
Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:
https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/

AI traffic is growing fast, but most businesses have no idea how much of it they're getting, where it's coming from, or how well it converts.

This video shows you exactly how to track traffic from ChatGPT, Gemini, Perplexity, Claude, and Copilot inside Google Analytics 4, including the quick method you can use today, and the proper setup that makes AI referral traffic a permanent channel in your reports.

Here's what's covered:

Why AI-referred traffic converts 4–5x better than Google organic and why that makes it worth tracking separately even when the volume is still small
The quick filter method for isolating AI referral traffic in your existing GA4 reports in under two minutes
How to create a dedicated AI referral traffic channel group so you never have to click through filters again
The one ordering mistake that causes GA4 to misclassify your AI traffic as generic referral traffic and how to fix it
Why a large slice of AI-driven visits will never show up as AI traffic at all and what to track instead to get the full picture
The tools we use to measure AI search visibility alongside GA4, including Semrush, Peak, and Profound

AI traffic is still a small percentage of overall visits for most sites, but the conversion rates tell a different story. Ahrefs reported 12.1% of signups from AI search despite it driving just 0.5% of traffic. That gap is worth paying attention to.

Read the show notes:
https://exposureninja.com/blog/how-to-track-ai-traffic-in-ga4/
Listen to these episodes next:
The BEST SEO Strategies for 2026
⁠⁠⁠https://exposureninja.com/podcast/368/⁠⁠⁠
How To Dominate AI Search Results in 2026
⁠⁠⁠https://exposureninja.com/podcast/372/⁠⁠⁠
Copy The 3 Pillars of £50m+ SEO Campaigns
⁠⁠⁠https://exposureninja.com/podcast/371/

Sponsored by Semrush. Try Semrush One for 14-days (exclusive Exposure Ninja deal) 👉 https://exposureninja.com/semrushone
Most marketers aren't short on data. They're short on clarity.In 2026, marketing teams are tracking more metrics than ever and still can't answer the most important question: what's actually driving leads, revenue, and growth?
This episode shows you exactly which digital marketing metrics are worth your attention, which ones you can safely ignore, and the tools you need to track them properly.
Here's what I cover:
Why conversion events, not traffic, should anchor your entire measurement strategy and how to set them up correctly in GA4
How to analyse traffic channels, landing pages, and devices, and cross-reference them to find your biggest growth opportunities
The lead gen metrics that live outside GA4, including lead-to-opportunity rate, revenue per lead, and conversion-to-customer rate
How to read the purchase journey report in GA4 for e-commerce, and why a dropping conversion rate isn't always bad news
The SEO metrics that actually matter in Semrush, and why tracking keyword volume without watching page-one positions is quietly misleading you
How to measure AI Search visibility and brand sentiment across LLMs, and why branded organic traffic is becoming one of your most important signals
Why 58% of marketers say AI Search traffic converts at a higher rate than regular organic, and how to build a dashboard that tracks it properly
The businesses winning right now aren't tracking more. They're tracking smarter.
Request a review of your website and marketing 👉 https://exposureninja.com/review/
Read the show notes:
https://exposureninja.com/blog/website-metrics/
Listen to these episodes next:
The BEST SEO Strategies for 2026
⁠⁠https://exposureninja.com/podcast/368/⁠⁠
How To Dominate AI Search Results in 2026
⁠⁠https://exposureninja.com/podcast/372/⁠⁠
Copy The 3 Pillars of £50m+ SEO Campaigns
⁠⁠https://exposureninja.com/podcast/371/