Margo Laz

Content & Community, Product Marketing, Consultant

Kudos Narratives

Our services:
 • Social Media Management (Company Accounts) - by monthly subscription 
 • Executive Thought Leadership (C-Level Profiles) - by monthly subscription 

Add-ons:
 • Online Webinars
 • B2B Influencer Marketing

Owner | LinkedIn & B2B Influencer Marketing Strategist

EMERGE

EMERGE is a global tech conference about emerging technologies and building & growing tech products on a global scale. Kicked off in Minsk, Belarus, an underdog on the global tech scene, EMERGE has grown to 6300+ attendees from all 102 countries in 2021 (transformed into a fully virtual experience). In 2022, we are coming back as a hybrid event.

- Creating conference visitor experience for the worldwide tech community (offline and virtual),
- Designing agenda in line with key conference messages and values (90+ speakers from 36 countries),
- Leading creation of unique visual identity, brand guidelines, and direct-to-customer experiences,
- Managing web development and UX implementation, guiding social media and email communications,
- Taking ownership of the commercial side of the business (sponsorships, sales, accounting, new business development)

Co-founder, Non-Executive Advisory Board

Rask AI

- Working on a multi-brand communications strategy.
- Contributing to community-driven product growth by working with partnerships and influencer marketing.
- Building an SEO-focused content marketing function.
- Launching company websites and social media platforms interconnected together in a coherent customer journey

Go-To-Market Lead, Consultant

UNIT9

- Worked on creating a framing story (use cases) for innovation technology developed within Unit9 innovation department
- Developed personas and user journey maps 
- Sketched potential user scenarios

Experience Design Strategist

British Council

- Conducted research on  «Creative town Svetlogorsk» project (mapping of creative industries in the local region), 
- Organised a conference, Create IT!,  exploring the intersection of technologies and creativity,
- Launched a Creative Enterprise programme in Belarus, which fostered the development of the creative businesses in the country (25 creative entrepreneurs participated in the programme).

Creative Economy Project Lead

Loft Project Balki

- Founded and developed one of the first creative spaces in Minsk, with over 300 events taking place in 2.5 years,
- Organised two architecture summer schools (the first one with urban intervention near Balki, and the second one with an art object in the natural landscape),
- Launched new business directions (Balki Travel - tours for creatives, Typography Design workshops, etc.).

Founder

British American Tobacco

Made comprehensive social research on people aged 18 - 29 living in Minsk.

Special Project Lead

Hey, I’m Margo 🙌

Founder of Kudos Narratives, we help B2B Tech companies grow their social community on LinkedIn and beyond 🚀 

Starting in my bachelor's days:

• Launched an eCommerce design store together with my partner while still being students
• Kickstarted a coworking & events space which hosted 300+events under its roof
• Created tech conferences like EMERGE, backed by giants like Microsoft, AWS and Google.
• Earned an MA in London, diving deep into Storytelling and Experience Design.
• Consulted hyper-growth SaaS startups, laying the groundwork for influencer partnerships and content marketing functions.
• Partnered with the British Council, boosting creative entrepreneurship in my home country.

In my journey, I've connected 50,000+ individuals across tech and creative sectors.

🦄 And yes, I've been on the TedX stage and spotlighted in Forbes, and Sifted (backed by Financial Times).

Owner | B2B Social Media & Community Building Strategist

How can you run an event without B2B influencers these days?

Especially if we’re talking about the important stuff like the AppsFlyer Fall Release yesterday!
The energy felt like one of those GPT launch days when the whole industry stops to watch what drops next.

Same vibe.
Everyone tuned in.
Everyone curious about what will shift in their workflow tomorrow.

Massive thanks to the AppsFlyer team for the chance to work together and bring a selected group of top LinkedIn creators to the event 🔥 kudos to Sam Dey Ashleen Narula Melanya Laz Katie Street & to everyone who supported us online Alexander Chekan Tom Boston & more!  

P.S. Founder-mum reality: you attend events with the whole family in tow. Sometimes literally the whole crew (lol Dennis Lazard 😘)Thank you, Shahar David-Hazan, for being such a baby-friendly organiser. It means the world.

B2B deserves cool influencers, too 🦄 | Founder @ Kudos Narratives

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Why would an AI startup do a pop-up in a place that sells niche print magazines?

Yesterday I got to visit a cozy preview of the Claude pop-up inside London’s Airmail store - and weirdly, the combo makes perfect sense.

Airmail treats magazines as art objects.
Claude treats thinking the same way.

Both believe that in a noisy information world, people deserve tools - and stories - that make them feel grounded, not overwhelmed.

Print isn’t dead. Bad print is dead.
Same with AI.
It’s just a tool. The question is: how AI can help us create deep meaningful stories people can engage with?

If you’re curious, go check out the Claude pop-up at Airmail while it’s still running!!

P.S. And honestly - it felt good to see my old folks and meet new people too! Lauren Ingram Charlie Hills ⚡️Harvey Lee ⚡️ Tara Knight 🧩 Lexie Barnhorn ✨ The kind of crowd that always leaves you with better ideas than you arrived with.

London is a bit late with the US book delivery, BUT… massive congrats to Brianna Doe on releasing The Unapologetic Professional!!

I guess everyone has had that moment when you walk into a room and feel different.

In those situations you face a choice.
You can shape-shift to fit the environment or stay who you are and risk standing out and a feeling that you don’t belong.

As much as it sounds, not a poetic choice. Just hard.

I didn’t fit into creative circles. Too money-oriented.
Didn’t fit into my economics circles. Too creative.

Despite working with tech companies and founders for almost a decade, I still feel not techy enough. (I guess chapter one about imposter syndrome will do me good :)

I am a woman, a first-generation immigrant, a first-generation founder, and a first-time mum. And at the same time, I am simply Margo. An entrepreneur building a company like everyone else.

What I learned: you can’t build a meaningful career if you edit yourself to please the room.
Not in marketing. Not in leadership. Not anywhere.

The strongest professionals I’ve worked with – from global brands to early-stage founders – have one thing in common. They stay rooted in who they are. It becomes their brand. Their advantage. Their clarity.

This book is a reminder that showing up as yourself is not a risk. It’s a strategy.

Can’t wait to read it.

Brand managers constantly running out of fresh content assets.

Most brand teams are under pressure to deliver more content:

👉 Campaign launches need visuals. 👉 Sales decks need fresh stories. 👉 Social media cries out for posts that don’t look corporate.

The truth is: most brand departments are not built to create content at scale.

But you know who are? Creators. 
They live and breathe content. And the best part? Their work doesn’t just stop at one LinkedIn post – it can be reused across decks, ads, blogs, newsletters… you name it.
 So when choosing a creator, think about the content format they are killers at. 
Carousel perform really great on LinkedIn. They built on storytelling, drive engagement and literally suck reader into the narrative when done right.   These are my Top 5 creators with killer carousels I’d immediately tap:
1. Joe Burns  
2. Alex M H Smith  
3. Ana Andjelic  
4. Matt Gray  
5. Nick Broekema  

Let me know in the comments which B2B influencer list you want next 👇👇👇

—————

👋Hey, I’m Margo—a London-based creative entrepreneur running a LinkedIn influencer agency Kudos Narratives, generational mushroom hunter and brutalist architecture fan.

Carousel-Creators

ESA Digital Ltd.

Award-Winning SEO & Growth Agency for $1M+ Tech Companies (AI & SaaS).

Since 2020, ESA Team of Google Trainers has grown 55+ Businesses X6-10 times in the US, UK and Europe, including BBC Dragon's Den Brands, Farfetch and Google.

Main Niches: Tech (SaaS, Web, Web2App), E-Commerce (Cosmetics, Consumer goods, Pets)

Services:
• SEO
• Google Ads
• Facebook Ads
• E-Commerce Marketing

CEO & Founder

Multiorders

Marketing (SEO, UA, CRO) and Analytics (PostgreSQL, Google Analytics, Databox) management of Multiorders.com: a London-based eCom B2B SaaS startup, providing multi-channel order and shipping management software.

• Worked with Wix.com App team for SERM and co-marketing activities.
• Tested hypotheses with Acquisition (Facebook, Google, LinkedIn Ads) finding the CAMP to increase the Activation Conversion Rate and as a result the MRR from new customers.
• Scaled organic traffic in the US and UK, and improved the Organic CTR with the SEO team.
• Developed and improved mobile and desktop versions of the blogging platforms that generate 85% of the whole traffic.
• Conducted a data analysis of the database (PostgreSQL), created the spec docs for the collection of extra data from Stripe and Wix APIs.

Head of Product Marketing and Analytics

UA (Google Ads), SEO (Google, and Bing Search) and Conversion Rate Optimisation (CRO) management of the website.

Head Of Product Marketing

Smartsub

Growth and product management of Smartsub: AI MarTech platform for SMBs (was created by Google as Smart Campaigns).

• Leading mobile and web product development of a new generation AI Ads and Analytics platform for SMBs, using NLP technology and data sourced directly from Google Ads and Analytics APIs.
• Conceptualised and designed the product, built the product roadmap based on the CustDev of 57 entrepreneurs and freelance marketers from the UK, US, Germany, Poland, Latvia, and Estonia.
• Developed a minimum viable product in a form of the AI bot and released it to users, iterating on the feedback and payments of 1,430 active users from 17 countries, and pivoting to the web version to scale up in Poland and the UK.
• Accelerated from the Startup Wise Guys with €20K investment, won the €50K Poland Prize, and secured a residency in Google Campus for start-ups.

CEO & co-founder

Splento

Growth team management, Conversion Rate optimisation of the mobile and web products, Analytics (Firebase, Google Analytics, SQL) management of Splento.com: London-based tech scale-up, ‘uber’ for photographers, that connects photographers and videographers with business and consumer clients.

• Developing and improving mobile B2B and B2C Apps, web and mobile versions of the service, creating hypotheses of A/B testing on the steps during the customer journey to increase conversions.
• Conducting vigorous data analysis, defining buyer personas and customer journey maps, sourcing, and managing a cross-functional international growth team focused on increasing the main business and project metrics.
• Making weekly audits of increment of Acquisition, Activation, Retention, Revenue, and Virality using methods of Research, MVP, A/B/C test, and Experiment.
• Developing and executing a growth strategy for the UK and US markets resulting in 68 % monthly users' growth and £1M raised in Oct 2019 based on the growth metrics.

Head of Product Growth and Analytics

Growth team management and Conversion Rate Optimisation of the product.

Senior Growth Product Manager

BBDO Worldwide

SEO services for BBDO (Msc office): the world's most awarded advertising agency.

• Conducted complex SEO audits for 12 websites to analyse their indexing on Google and Yandex search engines.
• Prepared technical specifications for optimal website structures and managed a team of web designers, content writers, and developers to implement the changes.
• Increased organic website traffic on average by 48 % and grew the number of websites enquires by 23 % in general.

Search Engine Optimisation Team Lead

SCORUM TEAM

Product marketing management of Scorum.com (60+ employees): sports ecosystem projects on the blockchain.

• Defined and managed product & performance marketing strategy from scratch, including customer segmentation, the go-to-market plan in the US, Europe, and Asia (Korea and China).
• The project made a $5.63M ICO, achieved #3 Product of the Day at Product Hunt and became a Top 50 most innovative sports startups according to Hype Sports Innovation (2018).
• Led online distribution and media strategies across owned and paid media channels and supervised PR activities and external communications.
• Developed a network of 450 freelancers across 47 countries to write user-generated content, proofread it and act as ambassadors.

Head of Product Marketing

Yanbis.com

Product development management of Yanbis.com (analogue of Amazon Business): B2B e-commerce marketplace for Europe & the US.

• Worked closely with cross-functional teams, including Amazon across the US, Israel, Russia, and Belarus to lead the product and development teams.
• Developed and implemented product roadmap and product launch plan for key B2B clients and industry partners, such as Raiffeisen Bank and DB Schenker.
• Created and automated the product architecture of the Acquisition, Activation, Payment, Supplying and Retention across the 31 European and CIS countries.

Head Of Product Development

📈 We help funded / backed SaaS and Ecom Companies to go to new international markets, increase their organic signups, sales and MRR by growing global organic traffic with SEO.

✔️ UK Exceptional Tech Talent (Tier-1, AI MarTech).
✔️ Alum. of Google for Startups Campus (2019).
✔️ ex-Top 30 under 30 IT-Entrepreneur (25th place, 2016).

Additionally, I have:

✔️ 15+ years of digital growth experience, managing cross-functional marketing teams in the UK, US, and Europe.
✔️ Successfully launched 7 digital products across eCommerce, MarTech, AI, LegalTech, Marketplace, and EdTech sectors.
✔️ Won a €50,000 prize for the best MarTech Startup of Central Europe (2019).
✔️ Earned certifications in Digital Marketing (OMCP), Advanced Analytics (SQL), and Product Management (SPOC).

⭐ How Can I Help You? ⭐

Simply by improving your website's organic traffic, enquiries, and sales, which will increase effortlessly every day...

We are increasing our clients' organic traffic by an average of +18% every month, meaning in 6 months, we will double your organic traffic and boost enquiries and sales by +80%, benefits that will sustain your business no matter what.

And every 6 months, we aim to double it again... and again...

We call this the Compound Effect.

Since 2020, our team of Google Trainers has helped over 55 brands in America, Europe, and Britain — including Dragons' Den brands, Farfetch, and Google Campus startups — grow by 6X to 10X.

But before we proceed, let's determine if there's enough demand and traffic on Google for your niche.

Discover if SEO is your golden ticket or a dead end - in 1 easy step, without spending a dollar... 💸

▶ https://www.esadigitalagency.com/seo-calculator

Dennis Lazard

On Tuesday I attended a private AI Visibility influencers dinner hosted by Semrush.
The irony? None of us knew about the Adobe deal back then. 😳

Main insight of the evening:
Right now there is no trustworthy data we can use to build accurate forecasts in AI marketing. Everyone is waiting for Google AI Mode ads and ChatGPT Ads to launch, and that will become the new baseline.

Meanwhile Google is speeding up.
AI Mode now activates automatically on long-tail queries.
They’re planning a fully personalised search powered by the Google ecosystem – Gmail, Calendar, geolocation. If this rolls out, many AI startups will struggle to compete.

We also talked about SEO:
It’s not disappearing, the priorities are shifting. What used to be “nice to have” is now selected directly by AI: commercial queries, comparisons, lists.

We discussed the leaked CTRs from inside ChatGPT: around 1.38%. Meaning brands shouldn’t aim for generic “visibility” but for concrete MOFU/BOFU queries that actually lead to purchase (liststicles, comparisons, rankings, prices).

It was great to see Nicole Ponce, Victoria Blinova, Eli Schwartz, Steven Wilson-Beales, Lara Acosta and everyone else at the table.

P.S. Lara, we all know now that you are a grey-hat SEO. 😉

Founder at ESA Digital & Traffic Checker, Awarded MarTech Entrepreneur and AI Founder, GB Entrepreneur of the Year Finalist, Top30u30

Less than a week left until the Query Fan-Out webinar.

I’ll share the specific algorithms and methods that help adapt content for AI search and keep your visibility from slipping in 2026. We’ll talk structure, signals, formatting, and the presentation logic that LLMs actually “read.”

If you haven’t registered yet, you still have time — plus you’ll be able to take part in the giveaway for an AI visibility audit with recommendations tailored to your project.

👉 Link in the comments.

See you there.

From the very beginning, Google wasn’t actually building a search.

Kevin Kelly, founding editor of Wired, once shared how in 2002 he asked Larry Page, then Google’s CEO, what the future of free search even looked like.
And Page replied:
“We’re not really interested in search. We’re making an AI.”

When everyone rushed into chat-bots in 2016, it also felt like the next big step. NLP was getting smarter, bots could handle simple questions, startups were popping up everywhere. I built my own product too — we had early users, the first payments, an accelerator… the classic startup trajectory.

But it became clear pretty quickly: people weren’t ready to trust a bot with real tasks. They needed a familiar web service.
Google said the same — after my pitch at Google Campus in 2018, they told me directly:
“Nobody is using chat-bots. Focus on the web.”

And here’s the irony: just three years later, the whole world was talking to ChatGPT. A chat, not a website, became the default interface.

1M users in 5 days.
100M in two months.
800M weekly active users by 2025.

In just eight years, chat-bots have evolved from funny live-chat gimmicks and near-useless tools into sophisticated LLM-powered research systems — now an essential part of our daily lives.

And this is only the beginning…

The way people discover information is changing fast. ChatGPT, Gemini, Perplexity — these tools are becoming new gateways to the web, and the old SEO rules no longer apply.

On November 25, I’ll host a live session where we’ll break down how to make your content discoverable in AI search — what helps LLMs pick it up, how to structure and publish it, and what writing patterns make it both human-readable and machine-friendly.

You'll learn:
• How AI models interpret and rank content 
• Why one user query now triggers dozens of AI sub-queries 
• What structure, metadata, and tone actually matter 
• Real examples already ranking in ChatGPT, Perplexity, and Google AI Mode

🎁 Bonus: all attendees can join the giveaway for three audits — a hands-on review of how your website performs in AI search.

Get your questions ready and join us live: https://luma.com/ad1ffis1 
📌 25 November, 16:00 CET

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Margo Laz

Dennis Lazard

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The Battle

Margo Laz

Dennis Lazard

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Margo Laz's LinkedIn Performance

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