E214 ‘How Glitch is Revolutionising B2B Marketing’ with Glitch’s Aisling Browne

Today’s guest is Aisling Browne, CEO and Co-Founder at Glitch. Glitch are a pioneering company set on transforming the world of B2B marketing through unique insights and solutions. The company is built on a foundation of resilience, with strategic partnerships and innovative approaches spearheading its success. In this podcast, Aisling delves into their journey, their unique value proposition and how they are addressing the complex challenges faced by businesses today.

Aisling brings a wealth of experience from her diverse professional background, which includes working in crowdfunding and strategic partnerships. Her journey began at UCD, where she studied politics and international relations, aiming to make an impact in international development. However, her path took a turn when she discovered her passion for startups, eventually leading her to work in strategic roles across various companies.

One of the most valuable lessons Aisling learned from her experiences was the importance of resilience during challenging times and its influence on her approach to building a business. The origin story of Glitch began with the Founders Programme at Dog Patch Labs, where Aisling met her co-founder, Kingsley Kelly, an ex-Google Ads engineer. Recognising a gap in the market, they set out to create a solution that would democratize access to high-quality marketing services for businesses that can’t afford traditional agency fees.

In today’s competitive market, many businesses find themselves struggling to optimise their marketing expenditure. Aisling points out that while agencies dominate the market for businesses with high advertising budgets, numerous organisations with modest budgets lack the resources to effectively manage their marketing efforts. Glitch addresses this issue by offering what they term an “agency in a box” solution, empowering B2B companies to manage their marketing strategies internally while retaining valuable data on customer behaviour and preferences.

Aisling states that a crucial factor in Glitch’s success is its early adoption and integration of AI and machine learning technologies. Kingsley, with his extensive background in AI from Google Ads, ensured that AI was at the core of Glitch’s business model. This strategic move allows Glitch’s small team to achieve massive productivity gains, operating like a much larger company. By using technologies like Claude, they can deliver sophisticated solutions that streamline and optimise marketing workflows.

Glitch’s impact has been significant, helping narrow the gap between marketing and sales through data-driven insights. By effectively leveraging AI, they not only enhance their own operations but also provide valuable intelligence to their clients, highlighting real customer insights that often challenge preconceived notions about target markets.

As they continue to innovate, Glitch is expanding its offerings beyond Google Search to include platforms like LinkedIn. Their focus on driving marketing qualified leads is a testament to their commitment to empowering B2B businesses to effectively scale and grow through smart advertising.

Glitch embodies a bold vision for the future of marketing, where intelligence and adaptability meet affordability. By equipping businesses with the tools they need to harness the power of data and AI, Glitch is paving the way for a new era of B2B marketing. As they navigate the complexities of the business landscape, the Glitch team remains steadfast in their mission to transform challenges into opportunities, ensuring their clients achieve sustained success in an ever-evolving world.