Marketers spend countless hours optimizing for Google, LinkedIn, and Reddit—but what about Wikipedia? In this episode of Marketing Spark, host Mark Evans talks with Bill Beutler, one of the world’s leading experts on Wikipedia strategy.

Bill explains why brands can’t afford to ignore the platform that powers both Google search and AI tools like ChatGPT, and how companies can ethically and effectively manage their presence.

From the pitfalls of “learned helplessness” to the opportunities of Wikidata, Bill reveals why a Wiki strategy is now a marketing imperative.

Cold outreach has a bad reputation—spammy emails, pushy SDRs, endless noise in the inbox.

But Michael Maximoff, co-founder of Belkins, believes it doesn’t have to be that way. In this episode, Michael breaks down why most outbound strategies fail, how to rethink outreach as a marketing function (not just sales), and why relevance beats personalization every time.

He shares lessons from scaling Belkins into a global powerhouse, the role of AI in creating hyper-relevant buyer journeys, and why CEOs should be their company’s best marketers.

If you want to transform cold outreach from a numbers game into a trust-building engine, this conversation is for you.

What does it take to disrupt a $500 hockey stick market dominated by global giants?

At just 22 years old, Zechariah Thomas is rewriting the rules with Swift Hockey—an elite stick brand that's affordable, player-first, and unapologetically bold.

In this episode, Zechariah shares how he turned a personal frustration into a fast-growing startup, his roots in drop shipping, and what it takes to stand out against CCM, Bauer, and Reebok.

From starting at 12 -years-old by re-selling products purchased at the Dollar Store hats to being featured on Dragon’s Den, his journey is a masterclass in speed, resilience, and scrappy entrepreneurship.