B2B purchases have never been solo decisions. They’ve always involved multiple people with different concerns, different definitions of risk, and...

Before digital marketing existed, before search engines were built, before the concept of content strategy had a name — there was third-party...

“Being found” used to mean one thing: showing up in Google results when your buyers ran a relevant query. The entire discipline of search engine...

The original Hansel and Gretel story doesn’t end well for the breadcrumb trail. The children drop crumbs through the forest to mark their path home,...

For roughly two decades, one question has sat at the center of B2B digital marketing strategy: can buyers find you on Google? Every discipline built...

AI systems hallucinate. This is well-documented, widely covered, and by now broadly understood. The conversation about AI hallucination, though,...

There’s a version of AI visibility strategy that sounds reasonable on the surface: if AI is drawing on the web to form recommendations, then the more...

Most B2B marketing teams spend enormous energy on their website. Messaging, positioning, design, conversion rate optimization — years of accumulated...

Here’s an exercise worth doing — but only if you do it correctly. Go to ChatGPT, Perplexity, or Gemini and type the kind of category-level prompt a...

There’s a meeting happening right now between your brand and a prospective buyer. You’re not in the room. Your sales team doesn’t know it’s...