All Things Growth and Marketing

There’s no denying the excitement around artificial intelligence in marketing.

Everywhere you look you’ll see claims that AI agents can write email sequences, create personalized landing pages, and even replace entire teams overnight.

But as Eric Linssen, Growth Lead at Keyplay, explains from his work with over 100 B2B companies, impressive automation without a solid strategy delivers empty metrics, such as clicks that never convert and pages that never book meetings.

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I’ve always found competitive analysis to be one of the most overhyped yet underutilized practices in marketing. 

You know the drill: quarterly spreadsheet audits or last-minute slide decks thrown together before a leadership review. I decided it was time to change that. Let me show you the result first, then I’ll walk you through how to make it yours.

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Most B2B marketing is forgettable, and it’s costing you millions.

Marketers obsess over ICPs, funnels, and optimization hacks, only to keep copying the same generic, templated campaigns from last quarter. 

Researchers call it the “Dullness Pandemic.” Your board calls it wasted budget.

B2B growth doesn’t just come from performance clicks or last-touch attribution models. It comes from being remembered when it counts. And that means getting serious about mental availability, the most underused, underfunded growth lever in B2B marketing.

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Imagine pouring thousands into LinkedIn ads, content syndication, and email blasts, only to find your ROI frozen at last‑touch attribution.

You know you’ve engaged prospects across multiple channels, yet your reports insist that a single click “closed” the deal. Frustrating, right?

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Every marketer has heard the advice: “Speak to your customer’s pain points.” But too often, this guidance results in vague headlines, generic benefit statements, and copy that fails to connect.

Here’s the hard truth: your messaging probably isn’t failing because your product is bad. It’s failing because you’re addressing the wrong kind of pain.

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Your buyers are asking layered, high-stakes questions. If your content only scratches the surface, you’re out of the game.

AI-powered search has rewritten the rules. It’s no longer about volume. It’s about visibility in LLMs, depth of answers, and how well your content mirrors real buyer conversations.

Traditional keyword research focused on search volume and keyword difficulty. That was built for a Google-only world. That world is gone. 

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