{"podcast":{"title":"Safe Doesn't Scale","slug":"safe-doesn-t-scale-7693846","podcast_index_feed_id":7693846,"rss_url":"https://feeds.captivate.fm/limelight/","website_url":"https://www.limelighthq.com/","image_url":"https://artwork.captivate.fm/acfbba0c-a85e-4aa3-9cd2-d33855c85dcd/SDS-Artwork.jpg","author":"David Walsh","episode_count":20,"summary":"\"What's the ROI?\" Those three words kill more creative marketing ideas than bad execution ever will. Not here. Safe Doesn't Scale is a weekly podcast for marketing and growth leaders. We’ll be interviewing Heads of Marketing, Unicorn Founders, and Revenue Leaders at B2B companies to prove that the riskiest marketing campaigns drive the biggest returns. While brands are burning $500K on LinkedIn ads that are generating zero demos, there’s someone out there who closed a $2M deal they sourced from a meme. Host David Walsh, Founder of Limelight, breaks down real examples from brands spending less and converting more by leaning into creator-led growth, unconventional distribution, and campaigns that make traditional marketers panic. You’ll learn: How growth leaders sell “unsafe” ideas to the C-suite How to attribute sales pipeline to content, creators, and social signals Why the campaigns that feel uncomfortable often drive the most revenue No e-book downloads. No buzzwords. This show is for marketers with a chip on their shoulder who are tired of playing it safe. We celebrate the campaigns that make legal sweat and sales teams crush quota. Because marketers who don't take risks won't…","last_synced_at":"2026-07-09T16:20:37.514205+00:00","page_url":"https://stenobird.com/podcast/safe-doesn-t-scale-7693846"},"episode":{"title":"Your Brand Page Got Deleted. Now What? (with Katie Parkes from Apollo.io) | Ep. 18","slug":"your-brand-page-got-deleted-now-what-with-katie-parkes-from-apollo-io-ep-18","published_at":"2026-07-02T07:00:00+00:00","page_url":"https://stenobird.com/podcast/safe-doesn-t-scale-7693846/your-brand-page-got-deleted-now-what-with-katie-parkes-from-apollo-io-ep-18","show_page_url":"https://stenobird.com/podcast/safe-doesn-t-scale-7693846","url":"https://www.limelighthq.com/","audio_url":"https://episodes.captivate.fm/episode/a1f52599-d964-4af2-b412-9243b757f964.mp3","summary":"Most B2B brands treat social as a channel they own. Then something happens that makes them realize they don't own it at all. What they actually own is trust, and trust lives with people, not pages. ㅤ David Walsh , founder of Limelight , sits down with Katie Parkes , Director of Social, Community & Customer Marketing at Apollo.io , to talk through what it actually takes to build a social program that compounds. You'll walk away with a concrete framework for customer advocacy at scale, a measurement structure worth stealing, and a sharper view of where to stop spending. ㅤ Katie came into her role at Apollo.io two weeks before the company lost its LinkedIn company page. Rather than treating the loss as a crisis to manage, she used it as a forcing mechanism to rebuild the entire social strategy around individual voices. She's been running that playbook ever since. ㅤ Guest Bio Katie Parkes (Katie Jane Parkes) is the Director of Social, Community & Customer Marketing at Apollo.io , the AI-native go-to-market platform used by 600,000+ companies worldwide. Before Apollo, she was a founding member of Shopify's enterprise marketing team, where she led social media and then video, growing Shopify's social audience by 270% in a single year. She has built creator programs, scaled Slack communities, and run influencer campaigns that track all the way to paid customer revenue. She's based in Canada and will happily talk shop on LinkedIn. ㅤ What We Cover Losing the LinkedIn company page: Apollo's page was removed two weeks into Katie's tenure. She explains what it meant for the brand and how it forced a channel strategy rethink from day one. Diversifying beyond LinkedIn: Katie pushed into Instagram, X, and an owned subreddit. GTM operators were already there; she built awarene…","meta_description":"Most B2B brands treat social as a channel they own. Then something happens that makes them realize they don't own it at all. What they actually own is tru…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1584,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/safe-doesn-t-scale-7693846/episodes/your-brand-page-got-deleted-now-what-with-katie-parkes-from-apollo-io-ep-18/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/safe-doesn-t-scale-7693846/your-brand-page-got-deleted-now-what-with-katie-parkes-from-apollo-io-ep-18.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}