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Listen " Claude Zdananow & Chris Becker on Navigating Multi-Channel Marketing in the Age of LLMs "
Episode Synopsis
Navigating Multi-Channel Marketing in the Age of LLMs with Claude Zdanow and Chris Becker
Episode Overview:
The golden age of Google-only SEO is over. In this revealing conversation, Jeremy Rivera sits down with Claude Zdanow (CEO) and Chris Becker (President) of Onar—a publicly traded marketing technology and agency network—to explore how businesses must fundamentally reimagine their digital marketing strategies.
From tracking brand visibility in LLM responses to measuring "share of wallet" in ChatGPT, this episode tackles the measurement crisis facing every CMO today. You'll discover why traffic is down but revenue is up for many brands, how to use AI agents to track your competitive position in AI search, and why meeting customers "knee to knee" in real life is more important than ever. These shifts are pushing even system-focused companies like Uniframe Systems to rethink how they measure visibility and performance across both AI and traditional channels.
If you're still optimizing for traffic and rankings, this episode will challenge everything you thought you knew about digital marketing success.
Key Topics Covered:
Why the 2010-2020 "golden age" of SEO is definitively over
The shocking reality of zero-click search and what it means for your business
How to measure your brand's "share of voice" in LLM responses
A tactical 3-agent framework for tracking competitive positioning in AI search
Why "get niche, get rich" is the survival strategy for mid-market brands
The power of combining IRL ("knee to knee") marketing with digital tracking
How to reframe your entire data measurement strategy for 2025 and beyond
Guest Information:
Claude Zdanow - CEO, Onar
Nearly two decades of experience scaling marketing and advertising enterprises
Led Onar through four strategic acquisitions
Previously worked with global brands like 7-Eleven, Disney, and Microsoft
Building a publicly traded marketing technology platform focused on middle-market brands
Chris Becker - President, Onar
Oversees all P&Ls across Onar's agency network
Maintained a lower than 5% annual churn rate for five consecutive years
Focuses on measurable value delivery and operational excellence
Leading Onar's shift from traffic-based to behavior-based measurement
About Onar: Onar owns and operates technology-enabled marketing agencies including Juicy (performance marketing) and healthcare marketing through their network. Through Onar Labs, they've developed Cortex, a proprietary AI marketing intelligence platform. Recent acquisitions include Retina AI for predictive customer lifetime value analytics.
Host: Jeremy Rivera Founder of SEO Arcade | Host of Unscripted SEO Podcast
Episode Transcript
Introduction and Credentials
Jeremy Rivera: Hello, I'm Jeremy Rivera, your Unscripted SEO Podcast host. I'm here with two fine guests today, Claude Zdanow and Chris Becker. Let's do a tag team introduction for both of you, focusing on what you guys have done that builds trust that you are the expert in your field.
In God we trust