B2B Marketing

WHY AUTHOR CREDIBILITY IS THE NEW SEO CURRENCY

In AI-powered search, the information surrounding your brand matters as much as the information you publish yourself. Google AI Overviews, ChatGPT, and Perplexity can pull from company websites, third-party publications, reviews, and industry experts when building answers.

Which means a good article isn’t necessarily enough.

Your authors need demonstrable expertise. Your brand needs a credible presence beyond its own website. And the information connecting the two needs to be consistent.

This doesn’t mean Google has introduced an “author credibility score” or that a familiar name automatically gets cited. But there’s growing evidence that brand visibility across the web is closely associated with visibility in AI-generated answers.

Here’s how author credibility, entity-based SEO, and brand authority fit together, and what marketers can actually do to strengthen them.

Keep reading

GooGLE’S FAN-OUT MODEL REWRITES THE B2B BUYING JOURNEY

Most B2B marketers still optimize content around the idea of a single query mapping to a single result. That mental model no longer holds. Google’s fan-out technique, the retrieval model powering AI Overviews and AI Mode, expands one query into multiple parallel sub-queries and then synthesizes the answers into a single response.

Keep reading

AI-POWERED AD ANALYSIS in SIX STEPS

If there’s one thing that can make or break a campaign, it’s your ad creative. Not the targeting. Not the budget. The creative.

Because in those two seconds when your ad flashes on-screen, your audience makes their call—stop scrolling and click…or vanish into the feed.

Most B2B teams think they have a solid creative process.

But in reality, they’re bleeding ad spend on ideas that look good in a brainstorm but inevitably tank.

Keep reading

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.

Keep reading

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.

Keep reading

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.

Keep reading

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?

Keep reading

Categories

Become an AI native marketer

A six-week live cohort for marketers. Every week you build one AI native workflow you can use at work: a 90-minute live workshop on Tuesday, then you build it on your own data with us in the community, and demo it on Friday.

You don't need more AI tips. You need five working AI workflows. Starts 28 September.

See the program