“After a year or two, we pivoted into lead generation - and that’s been our core focus for the past 10 years. Now, we’re evolving again.”

In this episode of AIBF Business Talk, Elaine Carroll sits down with Edel Madden and David McCullough, co-founders of Xsell - proudly named All-Ireland Champion Digital Marketing & Lead Generation Agency of the Year.

After decades in big tech, they left the boardroom behind to build something better - a results-driven agency with values at its core and zero room for fluff.

In this episode, we explore:

✅ Why they walked away from corporate life
✅ How they’ve built a no-politics, high-performance team
✅ The “RACC” formula that’s helping clients win globally
✅ What makes their lead gen approach actually work
✅ Their take on AI, agility, and staying ahead of the game

🎧 This one’s for entrepreneurs who believe you can grow a business and do it your way.

Listen now on Spotify - search AIBF Business Talk