[{"data":1,"prerenderedAt":4698},["ShallowReactive",2],{"podcast-marketing-leaders-ashish-malpani-on-why-perspective-matters-more-than-precision":3,"header-articles":428,"updatesSection-all":2647,"updatesSection-all-team":3713},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"series":16,"guest":17,"guesturl":18,"seotitle":8,"iframe":12,"authors":19,"guestabout":21,"guestimg":22,"body":23,"_type":422,"_id":423,"_source":424,"_file":425,"_stem":426,"_extension":427,"category":5},"/podcasts/marketing-leaders/ashish-malpani-on-why-perspective-matters-more-than-precision","marketing-leaders",false,"","Ashish Malpani on Why Perspective Matters More Than Precision","In this episode, Ashish Malpani discusses how modern product marketing relies on AI-native workflows and real-time market intelligence to drive predictable growth, highlighting the critical role of separating true industry signals from noise while keeping human expertise at the center of strategic narrative and messaging.","2026-08-07T15:54:35.482Z",{"url":12,"length":13},"https://share.transistor.fm/e/fa2262ba","55100000","229","46","Back on T-R-A-C-K","Ashish Malpani","https://www.linkedin.com/in/ashishmalpani/",[20],"Kerry Guard","Ashish Malpani helps technology and cybersecurity organizations drive sustainable growth and market differentiation by building AI-native product marketing systems and aligning GTM strategy with buyer intent.","https://assets.mkgmarketinginc.com/d9b75dae-2088-4000-9a10-92d5ad36211e-Chloe Addis (1).png",{"type":24,"children":25,"toc":417},"root",[26,35,41,47,52,57,62,67,72,77,82,87,92,97,102,107,112,117,122,127,132,137,142,147,152,157,162,167,172,177,182,187,192,197,202,207,212,217,222,227,232,237,242,247,252,257,262,267,272,277,282,287,292,297,302,307,312,317,322,327,332,337,342,347,352,357,362,367,372,377,382,387,392,397,402,407,412],{"type":27,"tag":28,"props":29,"children":31},"element","h2",{"id":30},"overview",[32],{"type":33,"value":34},"text","Overview:",{"type":27,"tag":36,"props":37,"children":38},"p",{},[39],{"type":33,"value":40},"Ashish Malpani joins us for a deep dive into the practical realities of AI-native product marketing. Malpani argues that AI’s greatest value to marketing isn't just automated content generation, but its ability to separate market signals from noise, adapt go-to-market strategies dynamically, and streamline complex workflows. While AI expands what marketing teams can execute—from hyper-personalized outreach to real-time message updates—both Guard and Malpani emphasize that human subject-matter expertise remains essential to maintain brand differentiation, prevent \"AI slop,\" and drive authentic customer trust.",{"type":27,"tag":28,"props":42,"children":44},{"id":43},"transcript",[45],{"type":33,"value":46},"Transcript:",{"type":27,"tag":36,"props":48,"children":49},{},[50],{"type":33,"value":51},"Kerry Guard  0:09  ",{"type":27,"tag":36,"props":53,"children":54},{},[55],{"type":33,"value":56},"Hello, I'm Kerry Guard, and welcome to Tea Time with Tech Marketing Leaders. Thank you for joining me today. I'm so sorry I do not have my co-host with me, little Miss Elizabeth, but you got me. You got me, and I'm so grateful you're here, and what a wonderful conversation I'm having! I've had, and I get to share with you. It's just a warm conversation. The person who joined me just is so calm and intentional, and it just comes through in such an a thoughtful way that it just it's just so warm. That's just the word I'm going to latch onto for this, and I'm so excited to share it with you. Ashish Malpani joins me. He is the head of global product marketing for DX. A little bit about Ashish before I tell you about the show. He is a product marketing leader with 15-plus years of accomplishments in leading product teams to design and launch solutions that have been used by Fortune 500 customers and millions of end users worldwide. As an experienced product marketer with a background in developing buyer persona-specific messaging, competitive analysis, developing and delivering sales training, producing sales tools, collateral for products and delivering product launch plans and budgets, effective business leader managing strategic relationships and business development efforts and key strategic alliances, academic learning from top 15 schools: Purdue University and the University of Texas at Austin. Something that I think is so fascinating with Ashish and some of the other product marketers I've had on had on also Sadie Hawk is a wonderful conversation if you're interested in product marketing, as well as a few other folks, which I'll link in the show notes. But marketers who are more focused on demand gen and go to market strategies are not necessarily thinking about the product function and how the product can also fuel marketing, and so product marketers tend to think about the product first. Even more so, even more so, product marketers tend to think about the customer first, how the product is going to help the customer, and then how you bring that to market, and that's really what she shows up and walks me through today, and how content can really be at the the engine of marketing when it is done with the customer voice intentionality. It's so good. Like I said, it's such a warm conversation. So go grab a cup of tea. Go grab a cup of tea. Pop on your headphones and take a listen. Today I am super excited for our conversation because I am having a blast in the past. Join us on this episode. Ashish was on our show. Oh, I think it was almost two years ago where we talked about product marketing, and he's coming back to give us an update on how life has been going, what he's been up to, and where he's looking to go next. I'm your host, Kerry Guard, CEO and co-founder of MKG Marketing, where we help B2B tech brands get found across SEO and digital ads, and we keep getting rehired. It's pretty magical. It's happening right now, where our clients are expanding and they're bringing us on to do more. And it's just, ah, I-I'm just so in awe of my team and the great work that they do. And this is just such a testament when clients really trust us to just keep on going. It's-it's pretty magical. So that's what we got going on. Real quick about Ashish. If you didn't join in our last episode, Ashish Malpani is head of product and alliances marketing at Corelight. He's a 24-year tech veteran who's done the hard version of this work, migrating 10s of 1000s of legacy enterprise customers in two quarters at Dell, unifying 10 distinct cybersecurity product lines across under one human narrative and building alliance ecosystems with names like Lexmark, Xerox, and Schneider, and lately he's been building AI narrative and AI-native product marketing from the inside, which is exactly the conversation our industry needs right now. Ashish, welcome to the show. Welcome back to the show.",{"type":27,"tag":36,"props":58,"children":59},{},[60],{"type":33,"value":61},"Ashish Malpani  4:21  ",{"type":27,"tag":36,"props":63,"children":64},{},[65],{"type":33,"value":66},"Yeah, super excited to hear, good to kind of chat again. I mean, it's an exciting time for us as marketers today. Where I mean, AI has been impacting everything, and it's definitely has impacted marketing too. I mean, we've seen AI being used in our technology stack to AI being used for content creation, but I think it needs to go beyond that, and that's what I mean. You know, I've seen how kind of the AI native marketing or even product marketing being evolve as a discipline going forward.",{"type":27,"tag":36,"props":68,"children":69},{},[70],{"type":33,"value":71},"Kerry Guard  5:02  ",{"type":27,"tag":36,"props":73,"children":74},{},[75],{"type":33,"value":76},"Yeah, it's interesting right now. There's so much now. There are CBP people here. Everybody's good with AI. You use AI to write your content, and all is hunky dory. We don't care how the content gets made. We just care that it exists. And there's the other camp who is the purest of like, there's lots of things AI can do, and writing content is not one of them. Please stop. And actually, LinkedIn just saw this today. LinkedIn created a button that says \"Looks like AI Slop. So now you can actually, I guess, let LinkedIn know what you think is AI  and not. So that was that's very interesting. So yes, it does seem to be the time, and there's definitely these two camps. So what camp do you fall in, Ashish? Do you feel like you can use um you can use AI to you know write content? Do you feel like you need to not do that? What's sort of your POV.",{"type":27,"tag":36,"props":78,"children":79},{},[80],{"type":33,"value":81},"Ashish Malpani  6:02  ",{"type":27,"tag":36,"props":83,"children":84},{},[85],{"type":33,"value":86},"So I think we need to take a step back and see again. You know, AI is a useful kind of AI is useful across our workflow. I mean, whether you are a fear marketer, whether you are a growth marketer, whether you are a product marketer, AI can be used in variety of different ways, and you have to decide like what is best for your target audience. Who are you trying to reach? How effective you are today in order to reach them, and how is AI going to help you improve your existing workflows? I mean, ultimately, that's what the conversation needs to happen, right? From crafting a new websites or setting up, let's say, campaign websites, to all the way to creating content, AI can be used in variety of different ways. And I personally believe that when you look at content creation, is one angle, but you know that's kind of the end product that you see, but there are other things that definitely impact and your day-to-day workflow in terms of how AI can be leveraged effectively. So I will start with an example. Right? Again, you know there is a lot of this narrative around AI-native marketing, AI-native product marketing. What does it really mean today? If you think about it, there is a lot of stuff being created and a lot of stuff being created with AI, and there is a lot of noise. I mean, that has created a lot of noise in the in the market. So when you look at your target audience, who you are trying to reach, they are you know, and we are all right faced with bunch of stuff coming at us that some of it's relevant, some of it's interesting, and most of it isn't right. So how do you, what I call a signal separating signal from the noise, and then ultimately, what is a signal? Signal is something that shows, okay, here is the fundamental shift that is happening. Here are things that are changing for your target audience. Here is what your competition is doing, and you have to understand that signal and adapt to that signal because gone are the days where you could set like, oh, I'm going to do an yearly go-to-market plan and then act on it for the rest of the year. Or you know, here are the campaigns that I want to decide for rest of the year and execute on them. I mean, that's no longer true because things have changed. I mean, stuff happens. You have to respond to that, and marketing's role has also changed. Right? I mean, we are increasingly marketing is being looked at as a growth-driving engine, I mean, not just you know demand gen and you know NQL creation engine or content you know beautifying your text. That's not the role that we are in. You know, ultimately we are responsible for customer acquisition to keeping customer happy through kind of a constant education as well as you know really driving customer satisfaction as a process. So I believe you know, when we look at AI native marketing, let's the step one for me is separating signal from the noise and really understanding what is the signal, what's it telling us? Does it impact how our buyers are going to behave? Right? Are their priorities changing? Are their pain points changing? I mean, and I come from cybersecurity background, so I would give you an example where Anthropic released a new model, or even OpenAI is in a model that escaped and started attacking other companies, right? So things like that are kind of a new norm, going to be new norm where people are going to leverage AI for good things and bad things, right? So that when that happens, priorities are going to change overnight. So when Anthropic released this new model. Called Claude, sorry Methus. This model kind of shrunk the window of opportunity for exploitation of vulnerability from now days to really hours, and it found like vulnerabilities that existed in software products for decades. I mean, things that people have didn't realize that you know they were there. So what does that tell you? Is as security leaders who are trying to minimize the risk, they have to be ready for it, and that became a priority overnight. So marketing had to respond to this, right?",{"type":27,"tag":36,"props":88,"children":89},{},[90],{"type":33,"value":91},"Ashish Malpani  10:35  ",{"type":27,"tag":36,"props":93,"children":94},{},[95],{"type":33,"value":96},"I mean, really, if you now look at every security vendor, they are talking about Mythos. I mean, that is post-Mythos, Mythos model. I mean, that's the narrative that exists today. But what that really meant from marketing perspective was recognizing this signal, understanding that this is going to impact your buyers' priorities and how they are viewing evolution of their security programs, and then addressing that effective, driving thought leadership around it, driving content creation around it, and making sure that you are actually connecting with their concerns. And they are also while they are trying to figure out what does this mean for them. So we are increasingly going to see that you know leveraging AI to drive signal as a step number one.",{"type":27,"tag":36,"props":98,"children":99},{},[100],{"type":33,"value":101},"Kerry Guard  11:26  ",{"type":27,"tag":36,"props":103,"children":104},{},[105],{"type":33,"value":106},"I totally love signal versus noise because oh my gosh, there's so much noise. And Mythos is an interesting example, and the fact that it was a really big signal. Could you give us an example of noise? Like where? What should we be blocking out right now? That's really loud and maybe not something we should be paying attention to.",{"type":27,"tag":36,"props":108,"children":109},{},[110],{"type":33,"value":111},"Ashish Malpani  11:49  ",{"type":27,"tag":36,"props":113,"children":114},{},[115],{"type":33,"value":116},"I mean, there is a lot of noise. I mean, you know, you can see that there's you know, if you look at cybersecurity industry, like ransomware is a you know top priority for people, but it also help. I mean, it has also created a lot of noise. Every vendor has created their own ransomware narrative, and I'm if I'm a security leader, I see this and like okay, you know, I hear different perspectives, different point of views from all these vendors, and I am kind of now on a receiving end trying to figure out what is good for me, and nobody's telling me that story, right? So, and the same thing is applicable in every industry. You look at somebody in kind of finance sector. Now, I am trying to figure out as a, you know, as a leader, I'm trying to figure out how to optimize my operations. How to kind of leverage AI, but then at the same time, people are you know going rogue and doing their own AI things. They are trying to experiment with things on their own, and that really impacts my business. So I am trying to lock down things, and that becomes a narrative for me that did not exist six months ago or a year ago, so there is a lot of noise that's been created by people leveraging kind of AI tools to create something that's that they believe is going to solve or do a bad deal in the short term, fix because that's what it is. Right? People are just being responsive to whatever they are seeing in the market, and kind of mistake me taking that as a signal, creating something that's kind doesn't hit the mark, and really kind of missing the opportunity to reach out at their buyers effectively.",{"type":27,"tag":36,"props":118,"children":119},{},[120],{"type":33,"value":121},"Kerry Guard  13:42  ",{"type":27,"tag":36,"props":123,"children":124},{},[125],{"type":33,"value":126},"Yeah, there seems to be a clear difference between a signal versus a noise in regards to how many people are like. I feel like people sort of attach like immediately jump on a bandwagon and then go after it, and then it fizzles out and wasn't really anything we should have cared about. How are you distinguishing between these things in regards to like, like, mythos was a big deal because and it came on fast. I feel like it's died down a little bit now, especially with Fable having come out in some other some of these other models. But I feel like the news, if we're attaching our campaigns and what we're trying to stay to the market in line with what's happening in the market and the sort of news cycle, if you will, it feels like that's a lot of quick turnaround in terms of how what we need to be creating, what we need to be saying. Is that what we should? Is that how we should be aligning to creating content and and being thought leaders? I mean, that feels that honestly, that feels kind of tiring.",{"type":27,"tag":36,"props":128,"children":129},{},[130],{"type":33,"value":131},"Ashish Malpani  14:43  ",{"type":27,"tag":36,"props":133,"children":134},{},[135],{"type":33,"value":136},"Yeah, it is. I mean, think about this. Right where, yes, you have. I mean, there are certain things that are going to be true across every business. I mean, the way what the problems that you're solving are not. I mean, are fundamentally not going to change. I mean, let's say you solve. Let's say you do like video analytics, for example, and you or do sales enablement too, right? Where you are kind of educating the sellers in terms of how to be more effective in doing the job. Now, this is a problem that's the fundamental problem that you're solving because there.. gaps exist in the existing enablement infrastructure, and if you are that vendor, but yes, there are going to be things that are going to happen. Somebody says, \"Oh, you know, there. As a seller, you only get six minutes to make an impression. One of the sellers came out recently that said you only get six minutes to make an impact on your buyer. So, are you going to tailor your message to that. I mean, it seems premature, but again, I mean, this is where human expertise needs to come in and really understand what is noise versus what is signal, right? And yes, I mean some of this may feel like a lot of extra work, but this is where AI native marketing really comes in, right? I mean, once you identify what is the signal versus noise, understand that signal, then realize what is the impact of that signal. Are your buyers' priorities changing and their pain points changing? Are you know is there buying criteria that's getting impacted? And more and more buyers are doing their journeys, or majority of their buying journeys offline. They are doing research on their own. I mean, leveraging AI tools on their own. And then, lastly, when you look at kind of buyers are not kind of there is no singular buyer anymore. Every decision is done by buying committee, and it includes finance to legal to security. It doesn't matter what product you sell. There are multiple business functions are involved in that buying decision. So now, as marketers, now it becomes your responsibility to kind of reach out to these audiences effectively, give them this you know your point of view, and make them understand why your product has a differentiated offering. And so, you know, once you kind of separate and get the signal, understand what the impact of the signal is, then you have to look at how does this, you know, what needs to change in our in your existing campaigns, in your existing content in your existing outreach for us-I mean, for you to be kind of responding to whatever is top of mind for your buyers in that quarter, in that six-month time frame-and I think",{"type":27,"tag":36,"props":138,"children":139},{},[140],{"type":33,"value":141},"Kerry Guard  17:35  ",{"type":27,"tag":36,"props":143,"children":144},{},[145],{"type":33,"value":146},"Are you talking?",{"type":27,"tag":36,"props":148,"children":149},{},[150],{"type":33,"value":151},"Ashish Malpani  17:36  ",{"type":27,"tag":36,"props":153,"children":154},{},[155],{"type":33,"value":156},"Yeah,",{"type":27,"tag":36,"props":158,"children":159},{},[160],{"type":33,"value":161},"Kerry Guard  17:37  ",{"type":27,"tag":36,"props":163,"children":164},{},[165],{"type":33,"value":166},"Are these like tweaks and iterations in terms of just sort of swapping your, keeping your messaging core to who you are and what you do, but then just layering in this nuance of what's happening in the market? It feels like it could either be really subtle. I don't feel like you're saying you should do a complete rewrite. Am I picking up on that?",{"type":27,"tag":36,"props":168,"children":169},{},[170],{"type":33,"value":171},"Ashish Malpani  17:57  ",{"type":27,"tag":36,"props":173,"children":174},{},[175],{"type":33,"value":176},"Exactly right. So when going back to the Mythos example, right? Mythos came in. I mean, your fundamental message won't change, but ultimate now you're kind of tasked with figuring out what is your point of view on around Mythos. You know, what does it? How do you want to change your approach? I mean, does your BDR sequence need to change? Does your email outreach need to change? Does it? I mean, do the content that you already have in the market? Do they have to be updated to incorporate the meter? And if the answer, for example, in this case, yes, but I mean, it may be kind of maybe or yes in other cases. But that decision needs to be a human decision, and then you look at that and kind of drive that downstream, and so that your message, your content, your outreach is updated. And it may seem like a lot of work, but this is where I think leveraging AI effectively and having that kind of as your native marketing capability definitely helps.",{"type":27,"tag":36,"props":178,"children":179},{},[180],{"type":33,"value":181},"Kerry Guard  19:04  ",{"type":27,"tag":36,"props":183,"children":184},{},[185],{"type":33,"value":186},"So, where does AI come in then, in terms of along this track of reading the signal, understanding how it impacts your audience, to then getting in into market? Is it every step of the way? What? How does AI help make take sort of the load off.",{"type":27,"tag":36,"props":188,"children":189},{},[190],{"type":33,"value":191},"Ashish Malpani  19:22  ",{"type":27,"tag":36,"props":193,"children":194},{},[195],{"type":33,"value":196},"Yeah, so I categorize it in kind of four buckets. Right, one is really AI helping you capture the signal. Now you look at what does that mean. I mean, you look at your market analysis. You're looking at your win loss. You're looking at your kind of Industry analysis and competitor moves, and then ultimately, what's you know is there a narrative on from a community perspective? I mean, this is where kind of collecting that signal, analyzing it, and then kind of understanding the impact. This is where AI can help. The next step is a judgment kind of. You know, this is where you, as humans, have to understand. Okay, what is the part of you? Does our position needs to be updated? Does the prioritization needs to be updated? And if the answer is yes, then you can use AI for production ended, right? I mean, this is where you can have agents and skills and content creation and personalization and really kind of looking at your buyer's committee. You know, see, okay, does this need to be updated for my economic buyer, my kind of somebody who's actually having an influence on the decision, but not an economic buyer. I mean, your buyer committee and how you're going to tailor that message, and then ultimately measuring the impact of your efforts. And AI can help you there as well, right? Really understand if the share of voice is changing. Is the pipeline getting impacted by your kind of change in the messaging, change in the outreach? Are the win rates getting impacted?",{"type":27,"tag":36,"props":198,"children":199},{},[200],{"type":33,"value":201},"Kerry Guard  21:10  ",{"type":27,"tag":36,"props":203,"children":204},{},[205],{"type":33,"value":206},"It sounds like you're giving AI a lot of first-party data in terms of helping it read the signal, in terms of understanding the impact on the campaign, and it sounds like if it does have first-party data, then having it write messaging to tailor to each individual audience can be can work and be helpful. Am I picking up on that?",{"type":27,"tag":36,"props":208,"children":209},{},[210],{"type":33,"value":211},"Ashish Malpani  21:39  ",{"type":27,"tag":36,"props":213,"children":214},{},[215],{"type":33,"value":216},"Yeah, I would, I mean, it's not without human oversight. I mean, this is where human expertise comes in, right? I mean, yes, AI can create. Like I, I mean, but I definitely see the point of view being crafted by humans as marketers. We can say that okay, this is the core or evolution of our message. This is the evolution of our outreach, and then now figure out how you how we can incorporate it in all these assets that are there, all these kind of messages and emails and all of the kind of campaign pages that are already out there. So I think the core has to be still driven by humans, but at the same time, I mean, AI can help kind of the downstream process.",{"type":27,"tag":36,"props":218,"children":219},{},[220],{"type":33,"value":221},"Kerry Guard  22:25  ",{"type":27,"tag":36,"props":223,"children":224},{},[225],{"type":33,"value":226},"It sounds like it can help us get more personalized too. I feel like that's been something we've been chasing for so long, but it's been so manual that people sort of avoided it. But now with AI, I've been hearing more and more about how folks, especially from like a cold outreach. I'm not usually a big fan of cold outreach, but I do think if it's really tailored to the person, to what they're doing, and to the pain that they're feeling, it. I mean, I never in my life have I bought something from cold outreach until one day something showed up in my inbox at the exact right time to say, \"This is what we do, and this is how we solve it. And let me know if you're interested. And I was like, actually, I just picked a better time. So yeah.",{"type":27,"tag":36,"props":228,"children":229},{},[230],{"type":33,"value":231},"Ashish Malpani  23:08  ",{"type":27,"tag":36,"props":233,"children":234},{},[235],{"type":33,"value":236},"I I definitely see that, right? I mean, the research being tailored. I mean, and the outcome being tailored to you. I mean, I'll give you an example. There's somebody I got an email the other day that was talking about a fictional fiction I wrote years ago, and so definitely caught my eye. And then I, you know, I took the efforts to read the email, and I actually responded to them saying, \"Hey, you know, I'm not. This is not a good time. And I, but I mean, I'm, I'm happy that you actually spent some time doing research and created something that's tailored. I mean, even though you may you've used AI for most of it, I mean, it is definitely shows how you know AI can help you reach the audience and you know improve, let's say, your open rates, improve your awareness, and that's definitely you know will become more and more important going forward.",{"type":27,"tag":36,"props":238,"children":239},{},[240],{"type":33,"value":241},"Kerry Guard  24:08  ",{"type":27,"tag":36,"props":243,"children":244},{},[245],{"type":33,"value":246},"An interesting conversation last night at our monthly meetup, where we talked about you mentioned campaigns a couple times, and one of the gals that that joined us talked about how she felt like demand generation because she's a demand marketer was really shifting under her feet in regards to how campaigns worked, and she was saying that there needs to be an always on component, which I think there always needed to be, but even more so now, more than ever, there needs to be that always on component, and then she's actually moving campaigns to more of an ABX motion, which I feel like is what you're sort of talking about in regards to personalization and being in tune to the market. So I think both are true, but I feel like having only campaigns is definitely not something that works anymore. And needing that always on, but I can start to see, especially the way you're talking about AI native, how these things can now start to work together. Is that, something you're seeing?",{"type":27,"tag":36,"props":248,"children":249},{},[250],{"type":33,"value":251},"Ashish Malpani  25:08  ",{"type":27,"tag":36,"props":253,"children":254},{},[255],{"type":33,"value":256},"Yeah I think ABX is going to be your key to kind of getting more qualified kind of inquiries, and I think we kind of went from heavy into physical events to kind of completely digital, back to kind of physical, right? So what does again? I don't think there is any middle ground. You're going to constantly have to figure out what works for you, what works for your target audience and your business, but at the same time, even during physical events, right? What is the audience going to leave that event, and after talking to you, right? I mean, you still have to. I think you still have to create something that's personalized for them to take homework. That way they will remember you and not you know five other vendors who are kind of doing the same thing. So you know from there to really getting something that's doesn't look come across as creepy and you know really kind of sort of having exhibiting a stalker behavior, but still you know, showing that there is a personalization that's tailored to you, and it may not be the right time. I mean, you know, I've in fact, I worked with a vendor who I connected with like three, four years ago, and I, you know, at that time didn't. But when I needed and wanted that, because they left such a good impression that I, in fact, that they were the first ones I call when the need arrives. So, you know, things may change, things will shift, but ultimately, you know, now you're playing in the long long game. I mean, you're no longer just you know, campaign outreach didn't work. You know, quit. Your nurture game needs to be even longer, and you know, continue to be personalized. And this is where I think having AI and AI-native tools in your kind of marketing stack is going to help in some of the things that people are doing. Right? I mean, even when you, you know, once now the websites understand who you are in a way because you know based on cookies that they're tracking based on your past behavior, and in some cases the websites are in fact offering you a tailored experience because you know, let's say I am looking bear shopper Loan, and you know, based on my behavior, the website knows probably like okay, I'm if I'm a first-time buyer, I'm trying to buy something, or trying to buy a new car, or trying to get a new kerry card, and that becomes their primary message based on their understanding. And I think this technology has been like experimental so far, but personalization has gone to that level where your digital experience gets tailored to you. And now with AI, I mean, yes, you are starting with a chatbot and saying, \"Okay, give me top five in this. So, or you know, vendors that I want to reach out to and you know as marketers, our job has changed to be the top five choices that AI spits out all the way to kind of you know once the customer acquisition happens, kind of continue the effort in terms of retention and making sure that the customer is there for the longer term.",{"type":27,"tag":36,"props":258,"children":259},{},[260],{"type":33,"value":261},"Kerry Guard  28:40  ",{"type":27,"tag":36,"props":263,"children":264},{},[265],{"type":33,"value":266},"Marketing should never stop. This is true. This is true. This is really interesting in terms of the personalization piece of not being creepy. I agree with you there. One of the things you mentioned in that was when you were talking about being at events and sounding like everybody else, I feel like AI is definitely making that easier. I even got caught in the trap myself when I was doing my own positioning and messaging about a year ago, and I was really heavily-I had never really done positioning and messaging, and so I was relying heavily on AI to help me do this. And then all of a sudden, I looked up, and like all of us as agencies were saying the same thing of like we're an operating system and we do this this this this. It's like oh my gosh, everybody's saying this. And so in terms of I feel like in the way that AI operates in helping you be the answer in terms of when somebody's searching for a solution and making sure that you're the recommendation, it's so important these days that you do not sound like everyone else. So, how are you balancing AI? You know, you mentioned human in the loop, which I think is important, but how are you balancing that AI nativeness with ensuring that? What you are saying is unique to who you are as a company because if you just sound like everybody else, you'll just be a footnote, you'll be a citation, and you won't be the recommendation.",{"type":27,"tag":36,"props":268,"children":269},{},[270],{"type":33,"value":271},"Ashish Malpani  30:10  ",{"type":27,"tag":36,"props":273,"children":274},{},[275],{"type":33,"value":276},"I think this is where, as marketers, I don't think we need to worry about our job safety, right? Because this is where Expertise would come that, and I think yes, companies are making that pivot and going AI all the way, and it's gonna. I mean, I think at some point there will be a blowback. I mean, already you're seeing you know like AI swap being caught out, and people are kind of tuning away from the content that they believe is AI created, and so I think this is where having the right experts, subject matter experts in your marketing is gonna have a definitely change the game. You have to figure out like, okay, what is when a new new new signal emerges. What is your point of view for that signal? How is it different? And let's say your five vendors are saying the same thing. Then you know you have to have something differentiated, and this is where you know working closely with your kind of product teams, working closely with your product marketing. You know, this is where things need to kind of constantly update, so that you can separate yourself from the noise. And I don't think you know the right now. Everything seems to be like, oh, you know, we need less marketers because you know you have AI tools that can do that effectively, and one person doing everything, and but ultimately, when you look at the output, you still question: Yes, the workflow is getting streamlined, the kind of production timelines are getting squeezed, but is the quality there? I mean, is you know, do you see from graphics being created to the content that's being generated to the messaging that's there to Avin is that repetitive? Is that same across the industry? And the latter is increasingly becoming true. So yes, there is a human intervention that's needed that is kind of definitely room for us as marketers to figure out what is going to work best for our audience and what's our differentiated position and message there.",{"type":27,"tag":36,"props":278,"children":279},{},[280],{"type":33,"value":281},"Kerry Guard  32:31  ",{"type":27,"tag":36,"props":283,"children":284},{},[285],{"type":33,"value":286},"I love what you're saying about experts. Obviously, as an agency owner, couldn't agree more for obvious reasons. But also, it's true. And like we've had clients let us go because they handed AI to their junior marketer and just said, \"You can figure out SEO. Off you go. Good luck with that. And we've had other clients double down on us because they're like, \"Nope, we need the experts in the room who know how to do this stuff because it is coming at us fast and it's changing, and and we need people who are deep in the knowledge of this, and so yes, to having the right experts. I think that's. I thought AI was going to turn this on its head, where it would make so much of what we do just easier. But I feel like it's in some regard made it so much harder. Messaging being definitely part of that, making sure that we don't sound like everybody else, but also simple enough that like anybody can understand it. Design agencies are definitely not going anywhere. They to be creative and to look different, absolutely. And AI definitely cannot do that yet. And then everything you're saying from just having that expert in that room and that expertise, I think, is just absolutely, absolutely critical. What else about being AI native do we need to be aware of in regards to making sure that we're balancing the AI with the human aspect? Is there any other blind spots that we haven't covered yet?",{"type":27,"tag":36,"props":288,"children":289},{},[290],{"type":33,"value":291},"Ashish Malpani  34:02  ",{"type":27,"tag":36,"props":293,"children":294},{},[295],{"type":33,"value":296},"Yeah And the last thing I would say is, we are also now responsible for figuring out why my AI is better than your AI. So, I mean, every product that's out there is talking about AI, and then it becomes marketing's responsibility to say, here's why you know the way we do AI is better than anybody else does.",{"type":27,"tag":36,"props":298,"children":299},{},[300],{"type":33,"value":301},"Kerry Guard  34:28  ",{"type":27,"tag":36,"props":303,"children":304},{},[305],{"type":33,"value":306},"True, everything's AI first or AI native now in terms of messaging. It's so true.",{"type":27,"tag":36,"props":308,"children":309},{},[310],{"type":33,"value":311},"Ashish Malpani  34:34  ",{"type":27,"tag":36,"props":313,"children":314},{},[315],{"type":33,"value":316},"Yeah, and then I think it is. So when I look at yes, I mean AI is got to be a critical component going forward. Where it helps is streamlining your workflows, you know, even shortening the workflows and kind of optimizing your repetitive tasks. And some, in some cases, you know, synthesizing how you are reaching out to different people. In your buyer committee, by I mean different, and then synthesizing messages across, let's say, verticals, industries, geos, whatnot. But at the same time, having the human in the loop is kind of really important. I mean, doesn't matter what industry you are in, you have to have the human in the loop, and human. I mean, our role will change. I mean, we are no longer typing things again. We are directing the AI tools to kind of create the right output, create you know, do the analysis right. I mean, if you let AI do everything, it's going to analyze the way it is. It's going to fill in the gaps for the things that doesn't happen. It will hallucinate. It will give you something that doesn't exist. Your messaging will fall flat. Your outreach will fall flat. So this is where our role is going to change from being the creators to being more of an orchestrators to validators and kind of then approvers of whatever is the output coming from the different AI tools, but I think there is no substitute for having the expertise from your humans who are going to be important in this entire chain.",{"type":27,"tag":36,"props":318,"children":319},{},[320],{"type":33,"value":321},"Kerry Guard  36:21  ",{"type":27,"tag":36,"props":323,"children":324},{},[325],{"type":33,"value":326},"Let's talk about the efficiency piece for a second because you talked about streamlined, and I think sometimes we get caught up in the idea of things getting making us faster. I don't know about you, but I don't know that AI's necessarily made me faster. What it's allowed me to do is go deeper, and I feel like the products I'm developing now are better than ever because I'm able to be so much more critical and to be able to do things I wasn't able to do before, like in developing websites, I'm able to make things animate and move. I'm able to make sure that the architecture of the website is balanced between making sure bots can find it, but humans can convert on it and being more effective that way, but I don't know necessarily that I'm necessarily faster. So when you talk about streamlined, how do you see that in balancing those things of efficiency with?",{"type":27,"tag":36,"props":328,"children":329},{},[330],{"type":33,"value":331},"Ashish Malpani  37:12  ",{"type":27,"tag":36,"props":333,"children":334},{},[335],{"type":33,"value":336},"To your example, right? I mean, when you're creating a website, you know, think about how much time it would have taken you in past to do whatever you're doing. Trade. I mean, some of that wouldn't have been possible, but in order for you to create something that you're doing today would have required a larger team, larger. I mean, a longer timeline, and I think that's all is being compressed. And you know, the thing that you said, right? You want now the website to be, you know, kind of bots can find it, humans can read it. Humans would appreciate you know the effort that is gone in, but at the same time, you know when when the bots scrape it and you know try to figure out why your or your company should come up in their list of top five, list of top 10, so. I think it's very you know it's important and I still have when I do my research today I use Claude kind of 100% of the time and some of the websites do not like allow Claude kind of read them to analyze it.",{"type":27,"tag":36,"props":338,"children":339},{},[340],{"type":33,"value":341},"Ashish Malpani  38:19  ",{"type":27,"tag":36,"props":343,"children":344},{},[345],{"type":33,"value":346},"which I think is a mess, right? I mean, ultimately, if you're not allowing the bots, the AI tools to scrape the content, I mean, for whatever reason, I mean, I think you're missing the chance to get your point across. So, I mean, today as marketers, now it's on us to create an experience not for humans, but also for machines and you know these agents that are going to scrape. And so, yes, it may feel overwhelming, but I think this is where AI is helping you improve that efficiency because you can take that. Okay, this is my core content. Now give me you know design that optimizes it for this audience, this audience, this audience, and you know, the streamline of workflow can really happen.",{"type":27,"tag":36,"props":348,"children":349},{},[350],{"type":33,"value":351},"Kerry Guard  39:07  ",{"type":27,"tag":36,"props":353,"children":354},{},[355],{"type":33,"value":356},"Yeah, the personalization piece is huge. It is interesting that people are not coming. You know, when we talk about websites, we've brought it up a couple times. So I just want to like close out on this because yes, bots need to be able to read your website and they need to be able to recommend you and or cite you. But when people come to your website, which is much further down the funnel now, they need to immediately convert. Like I'm finding, you should see conversion rates higher. And if you're not, if your traffic has plummeted, but your conversion rates are not higher. Houston, you have a problem, and you should you could you could definitely go fix that. But in terms of websites and that personalization piece too, how are you thinking about with less people coming to the website with less data to act on? How. Is it that less is more aspect, or are you also feeling that sort of panic of like things have gone off a cliff here, and we have less to work with, and this is a problem?",{"type":27,"tag":36,"props":358,"children":359},{},[360],{"type":33,"value":361},"Ashish Malpani  40:11  ",{"type":27,"tag":36,"props":363,"children":364},{},[365],{"type":33,"value":366},"I remember, I think it was two and a half, three years ago, I attended a conference where the keynote speaker said websites are dead. No, we are no longer going to need websites, you know, in two years' time, but that's not true, right? Here we are. Here we are. Websites are alive and kicking. But what's changed is yes, you know, by the time people decide to visit the vendor's website, they've already done the research. They know that you know now you are one of the vendor that they are looking to potentially include in their decision-making matrix, and then the question becomes: When they visit your website, are you serving them the content as you know with that kind of mindset where they've taken all the steps? They've you know they've asked their AI to, you know, scrape your website, analyze your content, give them the feedback. They've looked at third-party data, and now they're doing the final push. And now they want to actually, you know, talk to a human. And before they do that, they are looking at the website to see if there's anything new. There's anything that could help them further their understanding in their journey, and this is where I think yes, the awareness pieces definitely make sense. But then you have to figure out how are you serving the next piece of content, right? How are you serving them the next you know kind of thing that would help them move forward in their journey, and I mean now you are seeing more and more companies kind of ungate their content because what is the point if there are less number of people who are going to come in and your email address? I mean, if they're only going to provide you an email address when they're ready to have a you know conversation with you, so do you really want to restrict them from kind of improving their understanding, helping then further down the kind of in their buying process, giving them your part of you saying, here is a new buying criteria that you should be aware of. That when you're evaluating the vendors, you know, have you looked at this? Have you looked at this aspect? Have you looked at that aspect? Right. So, I think this is where you really have to kind of make a decision, and it may depend on industry. You know, maybe something. If you're in retail, maybe you don't want to, you know, start with everything updated. But if you are in a high tech, maybe that's where you flip the switch. So there are things that you would have to change and evolve in order for you to connect with your buyers more effectively.",{"type":27,"tag":36,"props":368,"children":369},{},[370],{"type":33,"value":371},"Kerry Guard  42:55  ",{"type":27,"tag":36,"props":373,"children":374},{},[375],{"type":33,"value":376},"Yes, there's so much. There's a lot to do. There's a lot to do. We do have AI to help us do it, but I think what so much of what you touched on, Ashish, in terms of the being AI native and that journey of ensuring that you're reading the signal, you have the human in the loop, you're understanding your customer impact, and then bringing that into market using AI every step of the way to help you, but making sure that it's you ultimately making the decision, having the right experts in the right places as well throughout is just so key to how we make all of these moving parts happen. I would say AI is not simplified. Our jobs has made it made it a little harder, but we are here for it, and we are rising to the occasion.",{"type":27,"tag":36,"props":378,"children":379},{},[380],{"type":33,"value":381},"Ashish Malpani  43:40  ",{"type":27,"tag":36,"props":383,"children":384},{},[385],{"type":33,"value":386},"You, you. I mean, I mean, the easiest way to explain it is your lens aperture has increased, right? I mean, yes, AI is has helped you streamline it, but now the expectation is that you are going to do lot more. You know that you should not be able to do before, but from personalization to you know content acceleration to your constant updates, your messaging, you know, positioning. I mean, all of this is kind of now given or expected from you. And yes, so the work. I mean, work is not going to reduce. I mean, you are probably going to end up spending the same or even more amount of work creating things and really optimizing it for the audience that you're trying to reach.",{"type":27,"tag":36,"props":388,"children":389},{},[390],{"type":33,"value":391},"Kerry Guard  44:28  ",{"type":27,"tag":36,"props":393,"children":394},{},[395],{"type":33,"value":396},"True, so true, Ashish. I'm so grateful for this conversation. Where can people find you if they want to learn more about being AI native and what it takes?",{"type":27,"tag":36,"props":398,"children":399},{},[400],{"type":33,"value":401},"Ashish Malpani  44:37  ",{"type":27,"tag":36,"props":403,"children":404},{},[405],{"type":33,"value":406},"So definitely on LinkedIn. I mean, I would say connect with me on LinkedIn. Tell me a request. I'm happy to kind of have a chat and share some of the things that I've been working on. As I said, I've been kind of a big cloud fan recently, and I've been trying to experiment how do I pull in the signals by leveraging skills. Agents as well as MCP servers and clients to kind of pull in the data, kind of orchestrate all the downstream activities, and making sure that we are able to create something that's meaningful and really connecting with the buyers the right way.",{"type":27,"tag":36,"props":408,"children":409},{},[410],{"type":33,"value":411},"Kerry Guard  45:21  ",{"type":27,"tag":36,"props":413,"children":414},{},[415],{"type":33,"value":416},"Right way, yeah. Talk about the buyer. It totally is. I'm so grateful. Thank you so much for this conversation, and thank you to those who joined us. I see some YouTube folks. We appreciate you. If you're here on LinkedIn, be sure to comment, and we will get back to you asynchronously because the conversation doesn't need to end, and we are here for it. This episode was brought to you by MKG Marketing, the digital marketing agency that helps brands get found via SEO and digital ads. It's shows hosted by me, Kerry Guard, and co-founder of MKG Marketing. And if you'd like to be a guest, Danny, I'd love to have you on. I have the rest of the year I need to fill, and I am looking for guests. So if you are a marketer and you have something to say about what is happening in marketing right now, I am here for it. Let's chat about it. DM me. Thank you all so much. Thank you again, Ashish. Yep. Bye. That was my conversation with Ashish Malpani. If you'd like to learn more about product marketing, how Ashish purchases it, and if you'd like to read his book, The 10th Son, please please go check him out on LinkedIn. His link is in the show notes. If you liked this conversation as much as I did and found it as warm and inviting as I did, please like, subscribe, and share. Ashish, I'm so thankful you joined me. What a wonderful conversation! This episode is brought to you by MKG Marketing, our agency, the Accelerate submission of cybersecurity vendors via SEO, digital ads, and analytics. So it's by me, Kerry Guard, CEO and co-founder of MKG Marketing. Music mix and mastering done by All Snells. And if you'd like to be a guest, visit mkgmarketing.com to apply.",{"title":7,"searchDepth":418,"depth":418,"links":419},2,[420,421],{"id":30,"depth":418,"text":34},{"id":43,"depth":418,"text":46},"markdown","content:podcasts:marketing-leaders:ashish-malpani-on-why-perspective-matters-more-than-precision.md","content","podcasts/marketing-leaders/ashish-malpani-on-why-perspective-matters-more-than-precision.md","podcasts/marketing-leaders/ashish-malpani-on-why-perspective-matters-more-than-precision","md",[429,935,1307,1818,2251],{"_path":430,"_dir":431,"_draft":6,"_partial":6,"_locale":7,"title":432,"description":433,"date":434,"imgAlt":435,"img":436,"authors":437,"body":438,"_type":422,"_id":931,"_source":424,"_file":932,"_stem":933,"_extension":427,"category":431,"minutes":934},"/blog/seo/ai-search-vs-traditional-search-navigating-the-shift-to-search-visibility-optimization-svo","seo","AI Search vs Traditional Search - Navigating the Shift to Search Visibility Optimization (SVO)","Traditional SEO is shifting. Learn how AI search engines are disrupting the ten blue links and how to win brand mentions in LLM responses.","2026-08-05T15:31:00.000Z","Stop Chasing Clicks, Capture Direct-Answer AI","https://assets.mkgmarketinginc.com/71c5e508-0399-44e2-9d8e-7697c6bd48c4-Copy of 11766_(1920x1080) (2).png",[20],{"type":24,"children":439,"toc":910},[440,445,451,456,476,483,488,508,520,526,531,543,554,559,564,569,588,594,604,609,614,623,635,645,650,755,761,766,771,789,795,800,806,811,817,822,828,833,843,848,853,858,864],{"type":27,"tag":36,"props":441,"children":442},{},[443],{"type":33,"value":444},"For nearly two decades, the digital playbook for B2B software and tech companies was tried and true: pick your keywords, optimize your site, build backlinks, and win the glory of a top ten spot on a page of blue links. Today… not so much. You might notice your organic website traffic dropping even though your keyword rankings haven't changed. The reason isn't that your competitors suddenly bought more backlinks—it is because the fundamental way people look for information has evolved. Users are moving away from traditional engines and turning to conversational models, leaving marketing leaders to navigate the massive operational shift between ai search vs traditional search engines. Fixing this isn't about buying more links; it’s about changing how your website presents information to be indexed by both humans and algorithms.",{"type":27,"tag":28,"props":446,"children":448},{"id":447},"the-core-differences-ten-blue-links-vs-synthesized-answers",[449],{"type":33,"value":450},"The Core Differences: Ten Blue Links vs. Synthesized Answers",{"type":27,"tag":36,"props":452,"children":453},{},[454],{"type":33,"value":455},"To understand why traditional search engine optimization (SEO) is no longer enough on its own, we have to look at how user behavior and technology have diverged.",{"type":27,"tag":36,"props":457,"children":458},{},[459,461,467,469,474],{"type":33,"value":460},"When analyzing ai-driven search engines vs traditional search engines differences, the distinction comes down to ",{"type":27,"tag":462,"props":463,"children":464},"em",{},[465],{"type":33,"value":466},"retrieval",{"type":33,"value":468}," versus ",{"type":27,"tag":462,"props":470,"children":471},{},[472],{"type":33,"value":473},"synthesis",{"type":33,"value":475},".",{"type":27,"tag":477,"props":478,"children":480},"h3",{"id":479},"traditional-search-the-index-and-click-engine",[481],{"type":33,"value":482},"Traditional Search: The Index and Click Engine",{"type":27,"tag":36,"props":484,"children":485},{},[486],{"type":33,"value":487},"Traditional search engines operate as massive directory indices. A user types a query like \"best enterprise CRM for SaaS,\" and the engine returns pages of indexed links ranked by relevance, domain authority, and technical optimization. The user must then:",{"type":27,"tag":489,"props":490,"children":491},"ol",{},[492,498,503],{"type":27,"tag":493,"props":494,"children":495},"li",{},[496],{"type":33,"value":497},"Click into three to five separate websites.",{"type":27,"tag":493,"props":499,"children":500},{},[501],{"type":33,"value":502},"Read through intro fluff and sales copy.",{"type":27,"tag":493,"props":504,"children":505},{},[506],{"type":33,"value":507},"Manually synthesize the data to make a decision.",{"type":27,"tag":36,"props":509,"children":510},{},[511,513,518],{"type":33,"value":512},"This model relies on driving traffic ",{"type":27,"tag":462,"props":514,"children":515},{},[516],{"type":33,"value":517},"to",{"type":33,"value":519}," your website. Your site is the destination where the user finds the answer.",{"type":27,"tag":477,"props":521,"children":523},{"id":522},"ai-search-the-direct-answer-engine",[524],{"type":33,"value":525},"AI Search: The Direct Answer Engine",{"type":27,"tag":36,"props":527,"children":528},{},[529],{"type":33,"value":530},"AI tools like ChatGPT, Perplexity, Claude, and Google AI Overviews bypass the directory model entirely. They do not just fetch links; they read, cross-reference, and summarize content from across the web into a single, cohesive answer right inside the search interface.",{"type":27,"tag":36,"props":532,"children":533},{},[534,536,541],{"type":33,"value":535},"When comparing traditional vs ai search results rankings, the target moves from ranking #1 on a keyword list to becoming the primary ",{"type":27,"tag":462,"props":537,"children":538},{},[539],{"type":33,"value":540},"cited source",{"type":33,"value":542}," inside an LLM's generated summary. If an AI overview answers your prospect's question completely on the search page, they won't click through to your blog—even if you rank at the top of the organic list.",{"type":27,"tag":28,"props":544,"children":546},{"id":545},"why-software-companies-are-losing-traffic-the-zero-click-reality",[547,552],{"type":27,"tag":548,"props":549,"children":551},"img",{"alt":7,"src":550},"https://assets.mkgmarketinginc.com/a22194a2-19e3-4d2b-a42e-4ad5c6d95b69-click.png",[],{"type":33,"value":553},"Why Software Companies Are Losing Traffic (The Zero-Click Reality)",{"type":27,"tag":36,"props":555,"children":556},{},[557],{"type":33,"value":558},"This structural shift explains the mysterious drop in website sessions across B2B software and tech sectors. Buyers are getting their answers without ever visiting your domain.",{"type":27,"tag":36,"props":560,"children":561},{},[562],{"type":33,"value":563},"When considering ai enterprise search vs traditional enterprise search, enterprise software buyers are no longer hunting through lengthy technical documentation manually. They are asking AI engines to summarize product capabilities, compare pricing structures, and aggregate user reviews into single tables.",{"type":27,"tag":36,"props":565,"children":566},{},[567],{"type":33,"value":568},"If your marketing strategy relies exclusively on legacy SEO tactics, you face three major risks:",{"type":27,"tag":570,"props":571,"children":572},"ul",{},[573,578,583],{"type":27,"tag":493,"props":574,"children":575},{},[576],{"type":33,"value":577},"Zero-Click Erosion: Higher-funnel informational traffic evaporates as AI Overviews satisfy search intent directly on the results page.",{"type":27,"tag":493,"props":579,"children":580},{},[581],{"type":33,"value":582},"Loss of Brand Mindshare: If LLMs aren't trained on or citing your content, your product simply doesn't exist during the buyer's initial research phase.",{"type":27,"tag":493,"props":584,"children":585},{},[586],{"type":33,"value":587},"Vanity Metric Misalignment: Your SEO agency may report stable keyword positions, but your inbound lead forms and phone calls tell a very different story.",{"type":27,"tag":477,"props":589,"children":591},{"id":590},"expert-insight-from-mkg-marketing",[592],{"type":33,"value":593},"Expert Insight from MKG Marketing:",{"type":27,"tag":36,"props":595,"children":596},{},[597,602],{"type":27,"tag":462,"props":598,"children":599},{},[600],{"type":33,"value":601},"\"",{"type":33,"value":603},"AI is making the decision on what it's going to show the user. The system decided your content was the most trustworthy, most citable answer to that exact question for that exact person. Writing something good and checking the ‘helpful content’ boxes doesn't get you there. Those are very different bars.",{"type":27,"tag":36,"props":605,"children":606},{},[607],{"type":33,"value":608},"‘Helpful’ is table stakes. It's what gets you into the building, not into the room where the AI is assembling its answer.",{"type":27,"tag":36,"props":610,"children":611},{},[612],{"type":33,"value":613},"What gets you cited is specificity: The right category. Website & Page Structure. Consistent messaging across your entire footprint. A point of view that the model can actually extract and reuse with confidence.",{"type":27,"tag":36,"props":615,"children":616},{},[617,619],{"type":33,"value":618},"So when Google says ‘just be helpful,’ they're not wrong. They're just leaving out about 80% of what actually matters. 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High-volume, automated articles no longer hold value under current search filters, making rapid content generation counterproductive.",{"type":27,"tag":493,"props":1187,"children":1188},{},[1189,1194],{"type":27,"tag":629,"props":1190,"children":1191},{},[1192],{"type":33,"value":1193},"Where to pivot:",{"type":27,"tag":570,"props":1195,"children":1196},{},[1197,1207],{"type":27,"tag":493,"props":1198,"children":1199},{},[1200,1205],{"type":27,"tag":629,"props":1201,"children":1202},{},[1203],{"type":33,"value":1204},"Clean up low-value content:",{"type":33,"value":1206}," Review site pages for thin or AI-generated text. Replace surface-level summaries with original research, customer case studies, and expert data that language models cannot replicate.",{"type":27,"tag":493,"props":1208,"children":1209},{},[1210,1215],{"type":27,"tag":629,"props":1211,"children":1212},{},[1213],{"type":33,"value":1214},"Standardize off-page brand data:",{"type":33,"value":1216}," Align Schema markup, corporate records, and third-party profiles across major directories and review platforms. Search engines and AI systems rely heavily on external sources to verify company authority.",{"type":27,"tag":28,"props":1218,"children":1220},{"id":1219},"looking-ahead",[1221],{"type":27,"tag":629,"props":1222,"children":1223},{},[1224],{"type":33,"value":1225},"Looking Ahead",{"type":27,"tag":36,"props":1227,"children":1228},{},[1229],{"type":33,"value":1230},"Google historically issues a major core algorithm update in late Q3. Growth teams should focus on deepening coverage within core subject areas rather than publishing broadly across adjacent topics.",{"type":27,"tag":28,"props":1232,"children":1234},{"id":1233},"search-visibility-optimization-svo",[1235],{"type":27,"tag":629,"props":1236,"children":1237},{},[1238],{"type":33,"value":1239},"Search Visibility Optimization (SVO)",{"type":27,"tag":36,"props":1241,"children":1242},{},[1243],{"type":33,"value":1244},"Maintaining search traffic now requires managing three distinct channels: standard web indexing, answer engine citations (AEO), and generative search layouts (GEO).",{"type":27,"tag":36,"props":1246,"children":1247},{},[1248],{"type":33,"value":1249},"MKG assists growth-stage technology companies with:",{"type":27,"tag":570,"props":1251,"children":1252},{},[1253,1263,1273],{"type":27,"tag":493,"props":1254,"children":1255},{},[1256,1261],{"type":27,"tag":629,"props":1257,"children":1258},{},[1259],{"type":33,"value":1260},"GEO and AEO Audits:",{"type":33,"value":1262}," Evaluating brand presence and citation rates across ChatGPT, Perplexity, and Google AI Overviews.",{"type":27,"tag":493,"props":1264,"children":1265},{},[1266,1271],{"type":27,"tag":629,"props":1267,"children":1268},{},[1269],{"type":33,"value":1270},"Structured Data Infrastructure:",{"type":33,"value":1272}," Aligning Schema markup and technical index controls to safeguard search presence.",{"type":27,"tag":493,"props":1274,"children":1275},{},[1276,1281],{"type":27,"tag":629,"props":1277,"children":1278},{},[1279],{"type":33,"value":1280},"Pipeline Attribution Modeling:",{"type":33,"value":1282}," Measuring how generative search visibility impacts customer acquisition costs (CAC) and deal velocity.",{"type":27,"tag":36,"props":1284,"children":1285},{},[1286,1288,1294],{"type":33,"value":1287},"To review your domain's generative search visibility, ",{"type":27,"tag":873,"props":1289,"children":1291},{"href":890,"rel":1290},[877],[1292],{"type":33,"value":1293},"schedule a consultation",{"type":33,"value":1295}," with an MKG search specialist.",{"title":7,"searchDepth":418,"depth":418,"links":1297},[1298,1299,1300,1301,1302,1303],{"id":946,"depth":418,"text":952},{"id":1033,"depth":418,"text":1039},{"id":1100,"depth":418,"text":1106},{"id":1166,"depth":418,"text":1172},{"id":1219,"depth":418,"text":1225},{"id":1233,"depth":418,"text":1239},"content:blog:seo:search-visibility-optimization-svo-monthly-overview-july-2026.md","blog/seo/search-visibility-optimization-svo-monthly-overview-july-2026.md","blog/seo/search-visibility-optimization-svo-monthly-overview-july-2026",{"_path":1308,"_dir":431,"_draft":6,"_partial":6,"_locale":7,"title":1309,"description":1310,"date":1311,"img":1312,"imgAlt":1313,"body":1314,"_type":422,"_id":1815,"_source":424,"_file":1816,"_stem":1817,"_extension":427,"category":431,"minutes":934},"/blog/seo/is-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings","Is AI Content Bad for SEO? How to Scale Traffic Without Sacrificing Rankings","Does AI-generated content impact SEO? Discover how to safely use AI tools to build traffic and why copy-pasting generic text will hurt your rankings.","2026-07-31T16:42:23.391Z","https://assets.mkgmarketinginc.com/dcf7e0b4-d26e-4ec0-b095-52319f31ccbf-ai-content-bad-for-seo-hero-image.png","Is AI Content Bad for SEO",{"type":24,"children":1315,"toc":1799},[1316,1328,1338,1343,1368,1373,1378,1401,1413,1418,1424,1429,1438,1457,1466,1471,1480,1499,1503,1512,1517,1522,1531,1541,1551,1563,1568,1577,1582,1591,1596,1614,1623,1628,1641,1654,1666,1678,1688,1693,1716,1725,1736,1741,1753,1759],{"type":27,"tag":36,"props":1317,"children":1318},{},[1319,1321,1326],{"type":33,"value":1320},"Let’s answer the question on every marketing leader’s mind right away: ",{"type":27,"tag":629,"props":1322,"children":1323},{},[1324],{"type":33,"value":1325},"No, AI content is not inherently bad for SEO.",{"type":33,"value":1327}," Google does not automatically penalize text simply because an artificial intelligence model generated it. In fact, Google’s official Search guidelines state that the search engine ranks content based on its helpfulness, relevance, and quality—not on who (or what) typed the words.",{"type":27,"tag":36,"props":1329,"children":1330},{},[1331,1333],{"type":33,"value":1332},"However, there is a massive caveat that every modern CMO and VP of Marketing must understand: ",{"type":27,"tag":629,"props":1334,"children":1335},{},[1336],{"type":33,"value":1337},"publishing unedited, mass-produced AI text is a fast track to losing traffic.",{"type":27,"tag":36,"props":1339,"children":1340},{},[1341],{"type":33,"value":1342},"While AI can drastically accelerate your research and drafting phases, relying on raw algorithm outputs to power your organic search strategy will inevitably hurt your brand. The internet is quickly becoming flooded with synthesized, low-effort fluff. Search engines are aggressively updating their algorithms to identify and down-rank generic copy that fails to bring new value to the web.",{"type":27,"tag":36,"props":1344,"children":1345},{},[1346,1348,1353,1355,1360,1362,1366],{"type":33,"value":1347},"So, ",{"type":27,"tag":629,"props":1349,"children":1350},{},[1351],{"type":33,"value":1352},"does AI-generated content impact SEO?",{"type":33,"value":1354}," Absolutely—for better or for worse depending entirely on ",{"type":27,"tag":462,"props":1356,"children":1357},{},[1358],{"type":33,"value":1359},"how",{"type":33,"value":1361}," you use it. To navigate this new era of search, B2B software and tech companies must learn how to safely leverage AI as an efficiency tool while keeping senior human strategy in full control. ",{"type":27,"tag":548,"props":1363,"children":1365},{"alt":7,"src":1364},"https://assets.mkgmarketinginc.com/e5fe90d6-da9d-42d8-8ca3-5c601eb33fc8-ai-content-bad-for-seo-1.png",[],{"type":33,"value":1367},"What Google Actually Cites About AI-Generated Content",{"type":27,"tag":36,"props":1369,"children":1370},{},[1371],{"type":33,"value":1372},"A widespread myth floating around boardrooms is that Google possesses a universal \"AI detector\" that immediately penalizes any site using machine learning tools. This misconception has led to two extreme behaviors: organizations either banned AI entirely out of fear, or they went all-in, firing editorial teams and pumping out hundreds of unvetted AI articles a month.",{"type":27,"tag":36,"props":1374,"children":1375},{},[1376],{"type":33,"value":1377},"Both approaches are flawed. Google’s position on AI content is clear and consistent:",{"type":27,"tag":570,"props":1379,"children":1380},{},[1381,1391],{"type":27,"tag":493,"props":1382,"children":1383},{},[1384,1389],{"type":27,"tag":629,"props":1385,"children":1386},{},[1387],{"type":33,"value":1388},"Intent matters over medium:",{"type":33,"value":1390}," If you use automation, including generative AI, primarily to manipulate search rankings, it is considered a violation of Google's spam policies.",{"type":27,"tag":493,"props":1392,"children":1393},{},[1394,1399],{"type":27,"tag":629,"props":1395,"children":1396},{},[1397],{"type":33,"value":1398},"Quality is the ultimate benchmark:",{"type":33,"value":1400}," If your content offers original information, insightful analysis, and clear utility to the searcher, Google will reward it—regardless of whether AI helped draft the paragraphs.",{"type":27,"tag":36,"props":1402,"children":1403},{},[1404,1406,1411],{"type":33,"value":1405},"This distinction rests on Google’s ",{"type":27,"tag":629,"props":1407,"children":1408},{},[1409],{"type":33,"value":1410},"E-E-A-T framework",{"type":33,"value":1412},": Experience, Expertise, Authoritativeness, and Trustworthiness.",{"type":27,"tag":36,"props":1414,"children":1415},{},[1416],{"type":33,"value":1417},"Generative AI models are trained on existing web data; by design, they scrape, synthesize, and regurgitate information that has already been published. They cannot draw from personal background, run proprietary benchmark studies, or conduct interviews with industry veterans. Therefore, raw AI content inherently lacks the \"First-Hand Experience\" and deep \"Expertise\" required to satisfy modern search criteria.",{"type":27,"tag":28,"props":1419,"children":1421},{"id":1420},"why-copy-pasting-ai-copy-destroys-your-organic-traffic",[1422],{"type":33,"value":1423},"Why Copy-Pasting AI Copy Destroys Your Organic Traffic",{"type":27,"tag":36,"props":1425,"children":1426},{},[1427],{"type":33,"value":1428},"If Google doesn't penalize AI text on principle, why are so many tech sites seeing their organic impressions plummet after launching automated content initiatives? The answer lies in the subtle traps of machine-generated prose.",{"type":27,"tag":477,"props":1430,"children":1432},{"id":1431},"_1-the-information-gain-problem",[1433],{"type":27,"tag":629,"props":1434,"children":1435},{},[1436],{"type":33,"value":1437},"1. The Information Gain Problem",{"type":27,"tag":36,"props":1439,"children":1440},{},[1441,1443,1448,1450,1455],{"type":33,"value":1442},"Search engine algorithms are increasingly prioritizing ",{"type":27,"tag":629,"props":1444,"children":1445},{},[1446],{"type":33,"value":1447},"Information Gain",{"type":33,"value":1449},"—a metric that measures whether a piece of content adds ",{"type":27,"tag":462,"props":1451,"children":1452},{},[1453],{"type":33,"value":1454},"new",{"type":33,"value":1456}," facts, perspectives, or data points to a topic compared to existing index results. When an AI tool drafts an article, it simply summarizes what the top ten results on Google are already saying. It offers zero information gain. If your page is merely an average of what is already online, Google has no incentive to rank you above established competitors.",{"type":27,"tag":477,"props":1458,"children":1460},{"id":1459},"_2-hallucinations-and-brand-risk",[1461],{"type":27,"tag":629,"props":1462,"children":1463},{},[1464],{"type":33,"value":1465},"2. Hallucinations and Brand Risk",{"type":27,"tag":36,"props":1467,"children":1468},{},[1469],{"type":33,"value":1470},"Large Language Models (LLMs) are predictive engines, not factual databases. They routinely invent statistics, misquote technical documentation, and present incorrect product capabilities with total confidence. Publishing hallucinated facts erodes consumer trust and signals to search crawlers that your site lacks basic editorial integrity.",{"type":27,"tag":477,"props":1472,"children":1474},{"id":1473},"_3-the-homogenization-of-brand-voice",[1475],{"type":27,"tag":629,"props":1476,"children":1477},{},[1478],{"type":33,"value":1479},"3. The Homogenization of Brand Voice",{"type":27,"tag":36,"props":1481,"children":1482},{},[1483,1485,1490,1492,1497],{"type":33,"value":1484},"B2B tech buyers are sophisticated. They can spot low-effort, synthetic writing instantly. Text bloated with hollow transitions (",{"type":27,"tag":462,"props":1486,"children":1487},{},[1488],{"type":33,"value":1489},"\"In today's fast-paced digital landscape...\"",{"type":33,"value":1491}," or ",{"type":27,"tag":462,"props":1493,"children":1494},{},[1495],{"type":33,"value":1496},"\"It is crucial to leverage...\"",{"type":33,"value":1498},") signals to prospects that your company lacks real point-of-view authority. If your content sounds identical to every competitor using the same prompts, you lose your market positioning.",{"type":27,"tag":28,"props":1500,"children":1501},{"id":590},[1502],{"type":33,"value":593},{"type":27,"tag":36,"props":1504,"children":1505},{},[1506,1510],{"type":27,"tag":462,"props":1507,"children":1508},{},[1509],{"type":33,"value":601},{"type":33,"value":1511},"The AI has no reason to pick yours over theirs. It's looking for something it can confidently reuse, and if your version doesn't add anything new, you're background noise.",{"type":27,"tag":36,"props":1513,"children":1514},{},[1515],{"type":33,"value":1516},"So instead of writing more, I'm going page by page through what already exists and asking one question: does this page say something that no other page on the internet says?",{"type":27,"tag":36,"props":1518,"children":1519},{},[1520],{"type":33,"value":1521},"Original data. A real client pattern you documented. A first-person account of what actually happened when you tried the thing everyone recommends. ",{"type":27,"tag":36,"props":1523,"children":1524},{},[1525,1527],{"type":33,"value":1526},"That's what AI pulls in. The generic stuff is what AI already has forty versions of. It doesn't need yours.",{"type":27,"tag":462,"props":1528,"children":1529},{},[1530],{"type":33,"value":601},{"type":27,"tag":36,"props":1532,"children":1533},{},[1534,1535,1539],{"type":33,"value":627},{"type":27,"tag":629,"props":1536,"children":1537},{},[1538],{"type":33,"value":20},{"type":33,"value":1540},", CEO of MKG Marketing",{"type":27,"tag":28,"props":1542,"children":1544},{"id":1543},"how-to-safely-use-ai-as-a-marketing-assistant-not-a-lead-strategist",[1545,1549],{"type":27,"tag":548,"props":1546,"children":1548},{"alt":7,"src":1547},"https://assets.mkgmarketinginc.com/c8d0926d-82b9-42f9-85f4-3c433da82d78-ai-content-bad-for-seo-2.png",[],{"type":33,"value":1550},"How to Safely Use AI as a Marketing Assistant (Not a Lead Strategist)",{"type":27,"tag":36,"props":1552,"children":1553},{},[1554,1556,1561],{"type":33,"value":1555},"To succeed in search today, modern tech companies don't need to abandon AI; they need to integrate it into a ",{"type":27,"tag":629,"props":1557,"children":1558},{},[1559],{"type":33,"value":1560},"human-led editorial workflow",{"type":33,"value":1562},". AI should act as the junior analyst that handles heavy administrative lifting, while senior strategists serve as the editorial director.",{"type":27,"tag":36,"props":1564,"children":1565},{},[1566],{"type":33,"value":1567},"Here is how high-growth organizations use AI tools safely without putting their search performance at risk:",{"type":27,"tag":477,"props":1569,"children":1571},{"id":1570},"_1-accelerate-research-and-formatting",[1572],{"type":27,"tag":629,"props":1573,"children":1574},{},[1575],{"type":33,"value":1576},"1. Accelerate Research and Formatting",{"type":27,"tag":36,"props":1578,"children":1579},{},[1580],{"type":33,"value":1581},"Use AI to synthesize lengthy transcripts, cluster search intent, organize raw data, and draft initial structural outlines. Asking an AI tool to suggest five logical structural flows for a technical guide saves hours of brainstorming without diluting your editorial voice.",{"type":27,"tag":477,"props":1583,"children":1585},{"id":1584},"_2-inject-proprietary-data-and-human-storytelling",[1586],{"type":27,"tag":629,"props":1587,"children":1588},{},[1589],{"type":33,"value":1590},"2. Inject Proprietary Data and Human Storytelling",{"type":27,"tag":36,"props":1592,"children":1593},{},[1594],{"type":33,"value":1595},"Once a rough outline or foundational draft exists, a subject matter expert (SME) must step in. Inject real-world elements that an algorithm can never produce:",{"type":27,"tag":570,"props":1597,"children":1598},{},[1599,1604,1609],{"type":27,"tag":493,"props":1600,"children":1601},{},[1602],{"type":33,"value":1603},"Customer case studies and real implementation metrics.",{"type":27,"tag":493,"props":1605,"children":1606},{},[1607],{"type":33,"value":1608},"Direct quotes from internal product architects or sales engineers.",{"type":27,"tag":493,"props":1610,"children":1611},{},[1612],{"type":33,"value":1613},"Unique takeaways or counter-intuitive opinions that challenge status-quo industry advice.",{"type":27,"tag":477,"props":1615,"children":1617},{"id":1616},"_3-rigorous-fact-checking-and-editorial-oversight",[1618],{"type":27,"tag":629,"props":1619,"children":1620},{},[1621],{"type":33,"value":1622},"3. Rigorous Fact-Checking and Editorial Oversight",{"type":27,"tag":36,"props":1624,"children":1625},{},[1626],{"type":33,"value":1627},"Every claim, statistic, and technical instruction generated during the drafting phase must be verified by a human editor. Ensure the tone matches your brand guidelines and eliminate boilerplate AI phrasing.",{"type":27,"tag":36,"props":1629,"children":1630},{},[1631,1633,1639],{"type":33,"value":1632},"Want to see how your current search strategy measures up against the latest engine updates? Explore our comprehensive",{"type":27,"tag":873,"props":1634,"children":1636},{"href":875,"rel":1635},[877],[1637],{"type":33,"value":1638}," Search Visibility Optimization (SVO) services",{"type":33,"value":1640}," or book an initial search strategy review with our senior team today.",{"type":27,"tag":28,"props":1642,"children":1644},{"id":1643},"beyond-traditional-seo-preparing-for-search-visibility-optimization-svo",[1645,1649],{"type":27,"tag":548,"props":1646,"children":1648},{"alt":7,"src":1647},"https://assets.mkgmarketinginc.com/2cd275b2-b56c-4864-b728-e18e54f45370-ai-content-bad-for-seo-3.png",[],{"type":27,"tag":629,"props":1650,"children":1651},{},[1652],{"type":33,"value":1653},"Beyond Traditional SEO: Preparing for Search Visibility Optimization (SVO)",{"type":27,"tag":36,"props":1655,"children":1656},{},[1657,1659,1664],{"type":33,"value":1658},"The debate over whether AI-generated content ",{"type":27,"tag":629,"props":1660,"children":1661},{},[1662],{"type":33,"value":1663},"is good for seo",{"type":33,"value":1665}," is part of a much larger shift in how users find information. Search is no longer confined to a list of ten blue links on a traditional search results page.",{"type":27,"tag":36,"props":1667,"children":1668},{},[1669,1671,1676],{"type":33,"value":1670},"With the rapid adoption of AI Overviews, ChatGPT, Claude, and Perplexity, users are increasingly getting direct answers synthesized and generated right inside search interfaces. This shift means that optimizing purely for keyword clicks is no longer enough. You must optimize for ",{"type":27,"tag":629,"props":1672,"children":1673},{},[1674],{"type":33,"value":1675},"total brand visibility",{"type":33,"value":1677}," across AI search models and traditional engines alike.",{"type":27,"tag":36,"props":1679,"children":1680},{},[1681,1683,1687],{"type":33,"value":1682},"This evolution is what we call ",{"type":27,"tag":629,"props":1684,"children":1685},{},[1686],{"type":33,"value":1239},{"type":33,"value":475},{"type":27,"tag":36,"props":1689,"children":1690},{},[1691],{"type":33,"value":1692},"To win in an SVO-driven ecosystem, your content must be authoritative enough that AI models choose to cite your brand as the primary source of truth. Generic, auto-generated articles will never be cited by AI search tools because those articles lack original authority. The only way to capture mindshare in both AI answers and traditional search lists is by publishing high-gain, expert-driven content that clearly demonstrates E-E-A-T.",{"type":27,"tag":36,"props":1694,"children":1695},{},[1696,1698,1705,1707,1714],{"type":33,"value":1697},"If your organic reach is stalling due to changing algorithms, taking a holistic view of your digital presence is essential. Aligning your organic content strategy with high-intent paid acquisition via",{"type":27,"tag":873,"props":1699,"children":1702},{"href":1700,"rel":1701},"https://www.google.com/search?q=https://mkgmarketinginc.com/services/digital-advertising/",[877],[1703],{"type":33,"value":1704}," Digital Advertising",{"type":33,"value":1706}," and measuring true user journeys through robust",{"type":27,"tag":873,"props":1708,"children":1711},{"href":1709,"rel":1710},"https://www.google.com/search?q=https://mkgmarketinginc.com/services/analytics/",[877],[1712],{"type":33,"value":1713}," Digital Analytics",{"type":33,"value":1715}," ensures your marketing engine generates pipeline—not just empty clicks.",{"type":27,"tag":28,"props":1717,"children":1719},{"id":1718},"summary-adapting-your-search-engine-strategy-for-long-term-growth",[1720],{"type":27,"tag":629,"props":1721,"children":1722},{},[1723],{"type":33,"value":1724},"Summary: Adapting Your Search Engine Strategy for Long-Term Growth",{"type":27,"tag":36,"props":1726,"children":1727},{},[1728,1730,1734],{"type":33,"value":1729},"To recap: ",{"type":27,"tag":629,"props":1731,"children":1732},{},[1733],{"type":33,"value":1352},{"type":33,"value":1735}," Yes. If you treat AI as a magic shortcut to generate hundreds of unvetted blog posts, your search visibility will eventually collapse; quickly building a house out of AI sticks won’t protect you when the Big Bad Search Engine Wolf comes calling. But if you treat AI as an efficiency engine that supports a human-led, expert-driven content pipeline, you can scale output without sacrificing rankings.",{"type":27,"tag":36,"props":1737,"children":1738},{},[1739],{"type":33,"value":1740},"As search engines adapt to the flood of synthetic content, companies must adapt how they communicate with their buyers. The brands that win over the next decade won't be those that avoid AI, nor will they be those that hand their entire marketing strategy over to algorithms. The winners will be the organizations that pair cutting-edge tools with an authentic, human-driven brand voice.",{"type":27,"tag":36,"props":1742,"children":1743},{},[1744,1746,1751],{"type":33,"value":1745},"At ",{"type":27,"tag":629,"props":1747,"children":1748},{},[1749],{"type":33,"value":1750},"MKG Marketing",{"type":33,"value":1752},", we don't pass your search strategy off to junior account managers or unmonitored software bots. We provide an experienced, senior-led team that handles both the high-level strategy and technical execution directly. We help B2B tech and software companies navigate complex search updates, build a sustainable organic pipeline, and maintain complete operational control over their brand narrative.",{"type":27,"tag":28,"props":1754,"children":1756},{"id":1755},"ready-to-build-a-future-proof-search-strategy",[1757],{"type":33,"value":1758},"Ready to Build a Future-Proof Search Strategy?",{"type":27,"tag":570,"props":1760,"children":1761},{},[1762,1774,1786],{"type":27,"tag":493,"props":1763,"children":1764},{},[1765,1767,1773],{"type":33,"value":1766},"Learn how our senior-led team can audit and elevate your organic reach.",{"type":27,"tag":873,"props":1768,"children":1770},{"href":875,"rel":1769},[877],[1771],{"type":33,"value":1772}," Explore our Search Visibility Optimization (SVO) Services & Strategy Reviews",{"type":33,"value":475},{"type":27,"tag":493,"props":1775,"children":1776},{},[1777,1779,1785],{"type":33,"value":1778},"Have immediate questions about your traffic or upcoming search updates?",{"type":27,"tag":873,"props":1780,"children":1782},{"href":890,"rel":1781},[877],[1783],{"type":33,"value":1784}," Contact the MKG Marketing Team directly",{"type":33,"value":896},{"type":27,"tag":493,"props":1787,"children":1788},{},[1789,1791,1798],{"type":33,"value":1790},"Want to dive deeper into modern search trends? Read our latest guide:",{"type":27,"tag":873,"props":1792,"children":1795},{"href":1793,"rel":1794},"https://mkgmarketinginc.com/blog/",[877],[1796],{"type":33,"value":1797}," Beyond Last-Click: How to Measure Marketing Influence in an AI-First World",{"type":33,"value":475},{"title":7,"searchDepth":418,"depth":418,"links":1800},[1801,1806,1807,1812,1813,1814],{"id":1420,"depth":418,"text":1423,"children":1802},[1803,1804,1805],{"id":1431,"depth":915,"text":1437},{"id":1459,"depth":915,"text":1465},{"id":1473,"depth":915,"text":1479},{"id":590,"depth":418,"text":593},{"id":1543,"depth":418,"text":1550,"children":1808},[1809,1810,1811],{"id":1570,"depth":915,"text":1576},{"id":1584,"depth":915,"text":1590},{"id":1616,"depth":915,"text":1622},{"id":1643,"depth":418,"text":1653},{"id":1718,"depth":418,"text":1724},{"id":1755,"depth":418,"text":1758},"content:blog:seo:is-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings.md","blog/seo/is-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings.md","blog/seo/is-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings",{"_path":1819,"_dir":431,"_draft":6,"_partial":6,"_locale":7,"title":1820,"description":1821,"date":1822,"img":1823,"imgAlt":1824,"body":1825,"_type":422,"_id":2248,"_source":424,"_file":2249,"_stem":2250,"_extension":427,"category":431,"minutes":934},"/blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself","Stop Writing Content at Midnight (and How to Scale Past Yourself)","The Series B playbook for breaking the founder bottleneck, killing random acts of marketing, and scaling the pipeline.","2026-07-29T18:07:00.000Z","https://assets.mkgmarketinginc.com/12e04d67-1482-4534-a48a-30010c97f41c-stop-writing-content-at-midnight-hero-image.webp","Stop Writing content at midnight",{"type":24,"children":1826,"toc":2242},[1827,1832,1837,1849,1854,1866,1873,1879,1884,1889,1894,1899,1932,1937,1943,1948,1960,1979,1986,2001,2006,2011,2016,2034,2039,2054,2059,2064,2069,2076,2082,2093,2112,2211,2216,2222,2227,2232,2237],{"type":27,"tag":36,"props":1828,"children":1829},{},[1830],{"type":33,"value":1831},"You are sitting at your desk, and it is 12:42 AM. The rest of your house is completely dark. The only illumination comes from the harsh blue glow of your laptop screen, where a half-finished LinkedIn post and a messy content brief are staring back at you. Your eyes are bloodshot, your third cup of coffee from earlier today has long since turned into a hollow pit in your stomach, and you are trying to remember how you ended up here.",{"type":27,"tag":36,"props":1833,"children":1834},{},[1835],{"type":33,"value":1836},"You are a Series B founder. You have raised millions of dollars. You have a product that customers love, an engineering team shipping code daily, and a board that expects you to double ARR over the next twelve months. Yet, instead of steering the ship, setting strategic partnerships, or closing enterprise deals, you are spending your midnights editing paragraphs, fixing broken formatting, and playing the role of a junior copywriter.",{"type":27,"tag":36,"props":1838,"children":1839},{},[1840,1842,1847],{"type":33,"value":1841},"This is the reality of the ",{"type":27,"tag":629,"props":1843,"children":1844},{},[1845],{"type":33,"value":1846},"founder bottleneck",{"type":33,"value":1848},", and it’s a desert where you cannot function.",{"type":27,"tag":36,"props":1850,"children":1851},{},[1852],{"type":33,"value":1853},"Every single week, you are losing 15 to 20 hours to pure marketing chaos. You are acting as the human router between a disjointed network of freelancers: a writer who doesn’t understand your technical product, an SEO specialist who just dumps keyword spreadsheets into your inbox, and a graphic designer who takes four days to fix a font color. You are trapped in an exhausting cycle of constant review, micro-management, and point-solution firefighting, all to combat a terrifying trend: your organic traffic is dropping, and your pipeline is flattening out.",{"type":27,"tag":36,"props":1855,"children":1856},{},[1857,1859,1864],{"type":33,"value":1858},"You didn't build a high-growth SaaS company to become a stressed-out project manager for outsourced contractors. It’s time to stop committing ",{"type":27,"tag":629,"props":1860,"children":1861},{},[1862],{"type":33,"value":1863},"random acts of marketing (RAM)",{"type":33,"value":1865}," at midnight and build a growth engine that runs entirely without you.",{"type":27,"tag":36,"props":1867,"children":1868},{},[1869],{"type":27,"tag":548,"props":1870,"children":1872},{"alt":7,"src":1871},"https://assets.mkgmarketinginc.com/45d6c10a-63c3-4a08-8b3d-bb83d71944c2-stop-writing-content-at-midnight-image-1.png",[],{"type":27,"tag":28,"props":1874,"children":1876},{"id":1875},"the-chaos-trap-why-point-solutions-are-killing-your-growth",[1877],{"type":33,"value":1878},"The Chaos Trap: Why Point-Solutions Are Killing Your Growth",{"type":27,"tag":36,"props":1880,"children":1881},{},[1882],{"type":33,"value":1883},"When you first raised your Series B round, the mandate was simple: scale the pipeline. To achieve that, you likely followed the traditional digital marketing playbook. You hired a few niche freelancers, brought on a boutique agency for paid ads, and tasked yourself with overseeing the output.",{"type":27,"tag":36,"props":1885,"children":1886},{},[1887],{"type":33,"value":1888},"It seemed efficient on paper. In practice, it created a highly fragmented system that demands your constant attention to survive. Niche agencies and freelancers operate in isolation; your SEO vendor doesn't talk to your content writer, and your content writer has no idea what your paid media team is testing.",{"type":27,"tag":36,"props":1890,"children":1891},{},[1892],{"type":33,"value":1893},"Because there is no unified strategy or shared operational framework, the responsibility of connecting the dots falls entirely on your shoulders. You become the central node. Nothing moves unless you review it, approve it, or fix it.",{"type":27,"tag":36,"props":1895,"children":1896},{},[1897],{"type":33,"value":1898},"This fragmentation results in three critical failure points for a Series B organization:",{"type":27,"tag":570,"props":1900,"children":1901},{},[1902,1912,1922],{"type":27,"tag":493,"props":1903,"children":1904},{},[1905,1910],{"type":27,"tag":629,"props":1906,"children":1907},{},[1908],{"type":33,"value":1909},"The Velocity Crisis:",{"type":33,"value":1911}," Because you are managing independent contractors, a single piece of content takes three weeks to move from ideation to publication. By the time it goes live, the market window has shifted.",{"type":27,"tag":493,"props":1913,"children":1914},{},[1915,1920],{"type":27,"tag":629,"props":1916,"children":1917},{},[1918],{"type":33,"value":1919},"Vanity Metric Overload:",{"type":33,"value":1921}," Your point-solution vendors will always defend their specific silo. The SEO agency points to rising impressions, the copywriter points to word count, but neither can tell you how many qualified opportunities entered your CRM this month.",{"type":27,"tag":493,"props":1923,"children":1924},{},[1925,1930],{"type":27,"tag":629,"props":1926,"children":1927},{},[1928],{"type":33,"value":1929},"Strategic Disconnect:",{"type":33,"value":1931}," Freelancers write for search engine algorithms or generic audiences—they do not write for your buyers. Without deep product context, the content feels shallow, failing to capture the strategic narrative required to win enterprise deals.",{"type":27,"tag":36,"props":1933,"children":1934},{},[1935],{"type":33,"value":1936},"This operational drag represents a massive hidden cost. When you spend 20 hours a week acting as a tactical traffic cop, you are not doing the high-leverage work that your board actually measured you on. You are sacrificing strategic growth to keep a broken execution model on life support.",{"type":27,"tag":28,"props":1938,"children":1940},{"id":1939},"moving-beyond-chaos-to-a-systemized-pipeline",[1941],{"type":33,"value":1942},"Moving Beyond Chaos to a Systemized Pipeline",{"type":27,"tag":36,"props":1944,"children":1945},{},[1946],{"type":33,"value":1947},"To break free from this operational quicksand, your organization must transition away from disjointed point-solutions and embrace a unified framework. You do not need more freelancers to manage; you need an integrated execution model that converts your strategic vision into a pipeline without demanding your personal time.",{"type":27,"tag":36,"props":1949,"children":1950},{},[1951,1953,1958],{"type":33,"value":1952},"This is where the shift to a ",{"type":27,"tag":629,"props":1954,"children":1955},{},[1956],{"type":33,"value":1957},"systemized pipeline",{"type":33,"value":1959}," occurs. Instead of treating marketing as a series of isolated creative projects, it must be run as an integrated product engine.",{"type":27,"tag":36,"props":1961,"children":1962},{},[1963,1965,1970,1972,1977],{"type":33,"value":1964},"A systemized growth engine relies on two foundational pillars: ",{"type":27,"tag":629,"props":1966,"children":1967},{},[1968],{"type":33,"value":1969},"operational control",{"type":33,"value":1971}," and ",{"type":27,"tag":629,"props":1973,"children":1974},{},[1975],{"type":33,"value":1976},"financial predictability",{"type":33,"value":1978},". When these two elements are integrated into your growth strategy, the need for midnight editing vanishes.",{"type":27,"tag":36,"props":1980,"children":1981},{},[1982],{"type":27,"tag":548,"props":1983,"children":1985},{"alt":7,"src":1984},"https://assets.mkgmarketinginc.com/119a49bb-e39d-4d4f-a6d0-983ddb424358-stop-writing-content-at-midnight-image-2.png",[],{"type":27,"tag":570,"props":1987,"children":1988},{},[1989],{"type":27,"tag":493,"props":1990,"children":1991},{},[1992],{"type":27,"tag":477,"props":1993,"children":1995},{"id":1994},"achieving-true-operational-control",[1996],{"type":27,"tag":629,"props":1997,"children":1998},{},[1999],{"type":33,"value":2000},"Achieving True Operational Control",{"type":27,"tag":36,"props":2002,"children":2003},{},[2004],{"type":33,"value":2005},"The primary reason founders get pulled into tactical execution is a lack of visibility. When marketing operates inside a black box of messy email threads, scattered Slack channels, and fragmented Google Docs, you naturally micro-manage because you cannot see what is happening until it is either late or broken.",{"type":27,"tag":36,"props":2007,"children":2008},{},[2009],{"type":33,"value":2010},"True operational control means replacing communication chaos with absolute transparency. By consolidating all marketing execution into a single, centralized platform—such as fully optimized Asana sprint boards—you gain immediate clarity.",{"type":27,"tag":36,"props":2012,"children":2013},{},[2014],{"type":33,"value":2015},"At any moment, you can look at a single dashboard and see exactly:",{"type":27,"tag":570,"props":2017,"children":2018},{},[2019,2024,2029],{"type":27,"tag":493,"props":2020,"children":2021},{},[2022],{"type":33,"value":2023},"What strategic initiatives are currently in production.",{"type":27,"tag":493,"props":2025,"children":2026},{},[2027],{"type":33,"value":2028},"Who owns the next step of execution (design, copy, technical implementation).",{"type":27,"tag":493,"props":2030,"children":2031},{},[2032],{"type":33,"value":2033},"The precise launch date for every campaign, asset, and distribution channel.",{"type":27,"tag":36,"props":2035,"children":2036},{},[2037],{"type":33,"value":2038},"When production workflows are systematized, you no longer need to check in on people. You don't have to send \"Is this ready yet?\" Slack messages at 10:00 PM. The system provides the visibility, allowing you to step out of the project manager role and step back into the visionary role.",{"type":27,"tag":570,"props":2040,"children":2041},{},[2042],{"type":27,"tag":493,"props":2043,"children":2044},{},[2045],{"type":27,"tag":477,"props":2046,"children":2048},{"id":2047},"eliminating-fees-with-transparent-published-pricing",[2049],{"type":27,"tag":629,"props":2050,"children":2051},{},[2052],{"type":33,"value":2053},"Eliminating Fees With Transparent, Published Pricing",{"type":27,"tag":36,"props":2055,"children":2056},{},[2057],{"type":33,"value":2058},"The second major friction point in scaling a marketing engine is financial unpredictability. Traditional agency models are intentionally opaque. They hide behind complex retainers, unpredictable hourly billing, and sudden scope-change fees that require constant negotiation.",{"type":27,"tag":36,"props":2060,"children":2061},{},[2062],{"type":33,"value":2063},"Every time you want to pivot strategy, launch a new experiment, or spin up an extra campaign, you are forced to review a new statement of work (SOW) or argue over out-of-scope costs. This introduces massive procurement delays and wastes precious executive energy.",{"type":27,"tag":36,"props":2065,"children":2066},{},[2067],{"type":33,"value":2068},"A modern growth engine eliminates this friction through fully transparent, published pricing models. When your execution partner operates on flat, predictable rates with clearly defined monthly deliverables, budgeting becomes simple. You know exactly what you are spending, precisely what you are getting, and you never have to waste time auditing a confusing invoice from an agency partner.",{"type":27,"tag":36,"props":2070,"children":2071},{},[2072],{"type":27,"tag":548,"props":2073,"children":2075},{"alt":7,"src":2074},"https://assets.mkgmarketinginc.com/4ecef925-47b0-4868-996d-e40f7f3d2f79-stop-writing-content-at-midnight-image-3.png",[],{"type":27,"tag":28,"props":2077,"children":2079},{"id":2078},"the-execution-playbook-shifting-from-thinker-to-reviewer",[2080],{"type":33,"value":2081},"The Execution Playbook: Shifting From Thinker to Reviewer",{"type":27,"tag":36,"props":2083,"children":2084},{},[2085,2087,2091],{"type":33,"value":2086},"Building a self-running growth engine does not mean you abandon marketing entirely. Your strategic insights as a founder are incredibly valuable; you understand the market, the product, and the customer better than anyone else. The goal is to change ",{"type":27,"tag":462,"props":2088,"children":2089},{},[2090],{"type":33,"value":1359},{"type":33,"value":2092}," your insights are extracted and executed.",{"type":27,"tag":36,"props":2094,"children":2095},{},[2096,2098,2103,2105,2110],{"type":33,"value":2097},"You must transition from being the ",{"type":27,"tag":629,"props":2099,"children":2100},{},[2101],{"type":33,"value":2102},"primary creator",{"type":33,"value":2104}," to the ",{"type":27,"tag":629,"props":2106,"children":2107},{},[2108],{"type":33,"value":2109},"strategic reviewer",{"type":33,"value":2111},". Here is how an integrated execution model restructures your workflow to give you your time back:",{"type":27,"tag":651,"props":2113,"children":2114},{},[2115,2136],{"type":27,"tag":655,"props":2116,"children":2117},{},[2118],{"type":27,"tag":659,"props":2119,"children":2120},{},[2121,2126,2131],{"type":27,"tag":663,"props":2122,"children":2123},{},[2124],{"type":33,"value":2125},"Workflow Phase",{"type":27,"tag":663,"props":2127,"children":2128},{},[2129],{"type":33,"value":2130},"The Legacy Way (Founder as Creator)",{"type":27,"tag":663,"props":2132,"children":2133},{},[2134],{"type":33,"value":2135},"The Systemized Way (Founder as Reviewer)",{"type":27,"tag":679,"props":2137,"children":2138},{},[2139,2157,2175,2193],{"type":27,"tag":659,"props":2140,"children":2141},{},[2142,2147,2152],{"type":27,"tag":686,"props":2143,"children":2144},{},[2145],{"type":33,"value":2146},"Ideation & Strategy",{"type":27,"tag":686,"props":2148,"children":2149},{},[2150],{"type":33,"value":2151},"Founder spends hours researching keywords and drafting outlines from scratch.",{"type":27,"tag":686,"props":2153,"children":2154},{},[2155],{"type":33,"value":2156},"Founder records a 10-minute Loom brief outlining core strategic concepts.",{"type":27,"tag":659,"props":2158,"children":2159},{},[2160,2165,2170],{"type":27,"tag":686,"props":2161,"children":2162},{},[2163],{"type":33,"value":2164},"Production & Layout",{"type":27,"tag":686,"props":2166,"children":2167},{},[2168],{"type":33,"value":2169},"Founder routes drafts between isolated freelance writers and graphic designers.",{"type":27,"tag":686,"props":2171,"children":2172},{},[2173],{"type":33,"value":2174},"Integrated partner handles research, writing, design, and technical setup natively.",{"type":27,"tag":659,"props":2176,"children":2177},{},[2178,2183,2188],{"type":27,"tag":686,"props":2179,"children":2180},{},[2181],{"type":33,"value":2182},"Quality Control",{"type":27,"tag":686,"props":2184,"children":2185},{},[2186],{"type":33,"value":2187},"Founder spends midnights rewriting poor copy and fixing formatting errors.",{"type":27,"tag":686,"props":2189,"children":2190},{},[2191],{"type":33,"value":2192},"Founder reviews a polished, near-final asset inside an Asana sprint board for approval.",{"type":27,"tag":659,"props":2194,"children":2195},{},[2196,2201,2206],{"type":27,"tag":686,"props":2197,"children":2198},{},[2199],{"type":33,"value":2200},"Analytics & Reporting",{"type":27,"tag":686,"props":2202,"children":2203},{},[2204],{"type":33,"value":2205},"Founder logs into multiple dashboards trying to connect traffic to revenue.",{"type":27,"tag":686,"props":2207,"children":2208},{},[2209],{"type":33,"value":2210},"Integrated partner delivers a single dashboard showing direct pipeline velocity impact.",{"type":27,"tag":36,"props":2212,"children":2213},{},[2214],{"type":33,"value":2215},"By shifting your input to the very beginning of the loop (sharing your unique domain expertise) and the very end of the loop (final sign-off), you cut your time investment down from 20 hours a week to less than two. The entire middle phase, the heavy lifting of research, drafting, designing, and optimizing, is handled by an integrated execution system designed to scale.",{"type":27,"tag":28,"props":2217,"children":2219},{"id":2218},"reclaiming-your-executive-leverage",[2220],{"type":33,"value":2221},"Reclaiming Your Executive Leverage",{"type":27,"tag":36,"props":2223,"children":2224},{},[2225],{"type":33,"value":2226},"Every hour you spend editing a blog post, tweaking a landing page headline, or tracking down an unresponsive freelancer is an hour stolen from the strategic growth of your company.",{"type":27,"tag":36,"props":2228,"children":2229},{},[2230],{"type":33,"value":2231},"At the Series B stage, your board is not evaluating your performance based on how many articles you published or how many keyword metrics went up. They are looking at capital efficiency, scalable customer acquisition, and ARR growth.",{"type":27,"tag":36,"props":2233,"children":2234},{},[2235],{"type":33,"value":2236},"When you break the founder bottleneck and replace random acts of marketing with a systematized pipeline, you aren't just cleaning up your marketing operations. You are reclaiming your executive leverage. You are giving yourself the operational freedom to focus on fundraising, culture, enterprise sales, and product innovation, the high-leverage work that actually moves the valuation needle.",{"type":27,"tag":36,"props":2238,"children":2239},{},[2240],{"type":33,"value":2241},"Leave the midnight writing sessions behind. Build a systemized growth engine that operationalizes your marketing, gives you absolute visibility, and scales your pipeline predictably month after month.",{"title":7,"searchDepth":418,"depth":418,"links":2243},[2244,2245,2246,2247],{"id":1875,"depth":418,"text":1878},{"id":1939,"depth":418,"text":1942},{"id":2078,"depth":418,"text":2081},{"id":2218,"depth":418,"text":2221},"content:blog:seo:stop-writing-content-at-midnight-and-how-to-scale-past-yourself.md","blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself.md","blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself",{"_path":2252,"_dir":431,"_draft":6,"_partial":6,"_locale":7,"title":2253,"description":2254,"date":2255,"img":2256,"imgAlt":2257,"body":2258,"_type":422,"_id":2643,"_source":424,"_file":2644,"_stem":2645,"_extension":427,"category":431,"minutes":2646},"/blog/seo/beyond-last-click-the-board-ready-svo-dashboard","Beyond Last-Click - The Board-Ready SVO Dashboard","When search engines stop sending traffic, your pipeline reporting must evolve to measure true market influence.","2026-07-15T16:22:26.797Z","https://assets.mkgmarketinginc.com/59ea0764-d440-4526-95b2-ebad4d4b1e78-mkg-blog-beyond-last-click-hero-image.webp","Beyond Last-Click ",{"type":24,"children":2259,"toc":2630},[2260,2265,2270,2275,2280,2285,2291,2296,2302,2307,2312,2317,2324,2330,2346,2351,2450,2456,2468,2473,2479,2484,2496,2503,2509,2514,2532,2538,2543,2548,2554,2559,2567,2579,2602,2607,2614,2620,2625],{"type":27,"tag":36,"props":2261,"children":2262},{},[2263],{"type":33,"value":2264},"Your board meeting is just two weeks away. The calendar invite is glaring back at you, and the agenda leaves no room to hide: defend your post-Series B marketing investment, prove incremental pipeline ROI over the next two quarters, and confirm that your current customer acquisition cost (CAC) trajectory is sustainable.",{"type":27,"tag":36,"props":2266,"children":2267},{},[2268],{"type":33,"value":2269},"To get ready, you open your go-to web analytics platform. You expect to see the usual straight line between search rankings, site clicks, and inbound demo requests. Instead, you’re confronted with a disturbing trend.",{"type":27,"tag":36,"props":2271,"children":2272},{},[2273],{"type":33,"value":2274},"Your top-of-funnel SEO platform insists you’re winning. Your priority keywords are ranking better than ever. Yet your site’s organic referral traffic is steadily declining week over week. Buyers are searching for the exact problems your SaaS product solves, but they’re getting complete, synthesized answers directly on the search results page. They scan AI-generated summaries, get what they need, and move on, without ever clicking a single link to your site.",{"type":27,"tag":36,"props":2276,"children":2277},{},[2278],{"type":33,"value":2279},"You’re stuck in a measurement crisis. The attribution models digital marketers have depended on for more than twenty years, last-click tracking, multi-touch UTM parameters, and cookie-based sessions, are collapsing. When buyers research inside conversational interfaces, they eventually appear in your funnel as “Direct” traffic or self-reported “word of mouth,” often weeks after their true first touch.",{"type":27,"tag":36,"props":2281,"children":2282},{},[2283],{"type":33,"value":2284},"Walk into the boardroom armed only with legacy traffic reports, trying to rationalize why stellar rankings coincide with shrinking website visits, and you’ll look like a marketer clinging to vanity metrics. To defend your budget and assert clear strategic authority, you need to adopt a modern measurement framework, one that captures how your brand builds influence without clicks and translates that influence into an airtight financial business case for your Chief Financial Officer (CFO).",{"type":27,"tag":28,"props":2286,"children":2288},{"id":2287},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[2289],{"type":33,"value":2290},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":27,"tag":36,"props":2292,"children":2293},{},[2294],{"type":33,"value":2295},"The structural breakdown in marketing measurement is a direct consequence of how search engines have redesigned their user experience. Large language models and AI search applications have introduced a friction-free research layer between your brand’s content and your prospects.",{"type":27,"tag":28,"props":2297,"children":2299},{"id":2298},"the-interception-of-educational-search",[2300],{"type":33,"value":2301},"The Interception of Educational Search",{"type":27,"tag":36,"props":2303,"children":2304},{},[2305],{"type":33,"value":2306},"Under the legacy search model, informational queries served as highly profitable entry points for software platforms. When a buyer searched for a framework, such as \"how to design a B2B sales commission plan\" or \"enterprise API rate-limiting best practices,\" they were directed to an optimized blog post. That visit placed a tracking cookie, fired a retargeting pixel, and kicked off a measurable lead-nurturing journey.",{"type":27,"tag":36,"props":2308,"children":2309},{},[2310],{"type":33,"value":2311},"Today, those same queries are resolved instantly within the search environment itself. The user’s intent is fully satisfied by an AI Overview, a Perplexity-style summary, or a ChatGPT conversation. Because they get the insight they need without ever reaching your site, this structural shift has created an Informational Query Collapse.",{"type":27,"tag":36,"props":2313,"children":2314},{},[2315],{"type":33,"value":2316},"For modern marketers, the implication is clear: your top-of-funnel content is still training the models and powering the answers, but the traditional web-traffic feedback loop has been cut off.",{"type":27,"tag":36,"props":2318,"children":2319},{},[2320],{"type":27,"tag":548,"props":2321,"children":2323},{"alt":7,"src":2322},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":27,"tag":28,"props":2325,"children":2327},{"id":2326},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[2328],{"type":33,"value":2329},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":27,"tag":36,"props":2331,"children":2332},{},[2333,2335,2344],{"type":33,"value":2334},"To survive this transition, you must replace click-based attribution with a ",{"type":27,"tag":873,"props":2336,"children":2339},{"href":2337,"rel":2338},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[877],[2340],{"type":27,"tag":629,"props":2341,"children":2342},{},[2343],{"type":33,"value":1239},{"type":33,"value":2345}," reporting framework. The board does not need to see how many people visited your resource page; they need to see if your brand is the definitive answer recommended by the systems your buyers use to make purchasing decisions.",{"type":27,"tag":36,"props":2347,"children":2348},{},[2349],{"type":33,"value":2350},"This requires tracking a completely different set of metrics that measure your active digital footprint across the entire LLM ecosystem. Consider how your reporting must pivot to remain relevant:",{"type":27,"tag":651,"props":2352,"children":2353},{},[2354,2375],{"type":27,"tag":655,"props":2355,"children":2356},{},[2357],{"type":27,"tag":659,"props":2358,"children":2359},{},[2360,2365,2370],{"type":27,"tag":663,"props":2361,"children":2362},{},[2363],{"type":33,"value":2364},"Metric Category",{"type":27,"tag":663,"props":2366,"children":2367},{},[2368],{"type":33,"value":2369},"Legacy Attribution Model",{"type":27,"tag":663,"props":2371,"children":2372},{},[2373],{"type":33,"value":2374},"SVO Attribution Framework",{"type":27,"tag":679,"props":2376,"children":2377},{},[2378,2396,2414,2432],{"type":27,"tag":659,"props":2379,"children":2380},{},[2381,2386,2391],{"type":27,"tag":686,"props":2382,"children":2383},{},[2384],{"type":33,"value":2385},"Primary Traffic KPI",{"type":27,"tag":686,"props":2387,"children":2388},{},[2389],{"type":33,"value":2390},"Unique Sessions, Pageviews",{"type":27,"tag":686,"props":2392,"children":2393},{},[2394],{"type":33,"value":2395},"Influence Without Clicks (Off-site impressions)",{"type":27,"tag":659,"props":2397,"children":2398},{},[2399,2404,2409],{"type":27,"tag":686,"props":2400,"children":2401},{},[2402],{"type":33,"value":2403},"Market Share Metric",{"type":27,"tag":686,"props":2405,"children":2406},{},[2407],{"type":33,"value":2408},"Organic Keyword Share of Voice (SoV)",{"type":27,"tag":686,"props":2410,"children":2411},{},[2412],{"type":33,"value":2413},"Share of Model (SOM) (Citation frequency)",{"type":27,"tag":659,"props":2415,"children":2416},{},[2417,2422,2427],{"type":27,"tag":686,"props":2418,"children":2419},{},[2420],{"type":33,"value":2421},"Attribution Vector",{"type":27,"tag":686,"props":2423,"children":2424},{},[2425],{"type":33,"value":2426},"Last-Click UTM Parameters, First-Click Cookie",{"type":27,"tag":686,"props":2428,"children":2429},{},[2430],{"type":33,"value":2431},"CRM-to-Model Pipeline Association",{"type":27,"tag":659,"props":2433,"children":2434},{},[2435,2440,2445],{"type":27,"tag":686,"props":2436,"children":2437},{},[2438],{"type":33,"value":2439},"Financial Validation",{"type":27,"tag":686,"props":2441,"children":2442},{},[2443],{"type":33,"value":2444},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":27,"tag":686,"props":2446,"children":2447},{},[2448],{"type":33,"value":2449},"Pipeline Velocity, Accelerated Sales Cycles",{"type":27,"tag":477,"props":2451,"children":2453},{"id":2452},"_1-quantifying-share-of-model-som",[2454],{"type":33,"value":2455},"1. 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This KPI tracks how frequently your SaaS platform is cited as a recommended vendor or authoritative source across dominant large language models.",{"type":27,"tag":36,"props":2469,"children":2470},{},[2471],{"type":33,"value":2472},"If a prospect asks an LLM to \"Compare the top three enterprise compliance platforms for Series B startups,\" your SOM metric tells you whether your brand was included in that generated recommendation, how prominently it was positioned, and what specific attributes were associated with your software.",{"type":27,"tag":477,"props":2474,"children":2476},{"id":2475},"_2-measuring-influence-without-clicks",[2477],{"type":33,"value":2478},"2. Measuring Influence Without Clicks",{"type":27,"tag":36,"props":2480,"children":2481},{},[2482],{"type":33,"value":2483},"Because search experiences no longer require a click, your reach must be measured through off-site trust footprints. This involves tracking your brand's presence inside curated industry databases, open-source documentation, developer communities, and trusted third-party review platforms that generative models scrape to compile their summaries.",{"type":27,"tag":36,"props":2485,"children":2486},{},[2487,2489,2494],{"type":33,"value":2488},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":27,"tag":629,"props":2490,"children":2491},{},[2492],{"type":33,"value":2493},"Influence Without Clicks",{"type":33,"value":2495},". 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A CFO is inherently skeptical of abstract marketing concepts like \"brand awareness\" or \"algorithm influence.\" They want to see how these adjustments reduce customer acquisition costs and accelerate the movement of capital through the business.",{"type":27,"tag":36,"props":2515,"children":2516},{},[2517,2519,2524,2526,2531],{"type":33,"value":2518},"Your ",{"type":27,"tag":629,"props":2520,"children":2521},{},[2522],{"type":33,"value":2523},"CFO Justification",{"type":33,"value":2525}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":27,"tag":629,"props":2527,"children":2528},{},[2529],{"type":33,"value":2530},"Pipeline Velocity",{"type":33,"value":475},{"type":27,"tag":477,"props":2533,"children":2535},{"id":2534},"step-1-mapping-the-offline-crm-signal-loop",[2536],{"type":33,"value":2537},"Step 1: Mapping the Offline CRM Signal Loop",{"type":27,"tag":36,"props":2539,"children":2540},{},[2541],{"type":33,"value":2542},"To prove that your off-site visibility is driving real pipeline, you must establish an automated data loop between your customer relationship management (CRM) system and your marketing data.",{"type":27,"tag":36,"props":2544,"children":2545},{},[2546],{"type":33,"value":2547},"When a prospect books a demo and enters your pipeline, you can no longer rely on self-reported attribution forms or simple direct-traffic categorization. You must cross-reference their IP address, company domain, and early-stage engagement timeline with your off-site coverage. By demonstrating that accounts exposed to your high-ranking AI citations move through the funnel faster, you prove the direct pipeline impact of your off-site optimization efforts.",{"type":27,"tag":477,"props":2549,"children":2551},{"id":2550},"step-2-calculating-pipeline-velocity-impact",[2552],{"type":33,"value":2553},"Step 2: Calculating Pipeline Velocity Impact",{"type":27,"tag":36,"props":2555,"children":2556},{},[2557],{"type":33,"value":2558},"Use the standard financial formula for revenue acceleration to show how your SVO efforts directly de-risk the sales cycle:",{"type":27,"tag":36,"props":2560,"children":2561},{},[2562],{"type":27,"tag":629,"props":2563,"children":2564},{},[2565],{"type":33,"value":2566},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":27,"tag":36,"props":2568,"children":2569},{},[2570,2572,2577],{"type":33,"value":2571},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":27,"tag":462,"props":2573,"children":2574},{},[2575],{"type":33,"value":2576},"before",{"type":33,"value":2578}," they ever speak to an account executive. When a prospect enters your funnel after researching solutions through an AI engine, they are already deeply informed about your product’s capabilities and specific differentiators. This pre-educated state dramatically reduces internal sales friction, resulting in:",{"type":27,"tag":570,"props":2580,"children":2581},{},[2582,2592],{"type":27,"tag":493,"props":2583,"children":2584},{},[2585,2590],{"type":27,"tag":629,"props":2586,"children":2587},{},[2588],{"type":33,"value":2589},"Shorter Sales Cycles:",{"type":33,"value":2591}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":27,"tag":493,"props":2593,"children":2594},{},[2595,2600],{"type":27,"tag":629,"props":2596,"children":2597},{},[2598],{"type":33,"value":2599},"Higher Win Rates:",{"type":33,"value":2601}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":27,"tag":36,"props":2603,"children":2604},{},[2605],{"type":33,"value":2606},"By presenting a clear, data-backed correlation between SVO visibility and a shorter sales cycle, you give your CFO an undeniable business case: your marketing spend is directly accelerating the velocity of capital through the company.",{"type":27,"tag":36,"props":2608,"children":2609},{},[2610],{"type":27,"tag":548,"props":2611,"children":2613},{"alt":7,"src":2612},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":27,"tag":28,"props":2615,"children":2617},{"id":2616},"summary",[2618],{"type":33,"value":2619},"Summary",{"type":27,"tag":36,"props":2621,"children":2622},{},[2623],{"type":33,"value":2624},"Defending your marketing strategy to a venture-backed board in 2026 requires an immediate departure from legacy, click-reliant reporting models. When search engines transition to closed-answer ecosystems, traditional web traffic metrics decline, while actual brand influence remains highly active. AI Overviews and zero-click search behaviors are systematically intercepting your buyers during the educational research phase, causing a dramatic drop in top-of-funnel website sessions.",{"type":27,"tag":36,"props":2626,"children":2627},{},[2628],{"type":33,"value":2629},"To protect your budget and align your team with revenue growth, you must implement a robust Search Visibility Optimization dashboard built for executive scrutiny. This shift requires three core actions: measuring your Share of Model (SOM) to track your brand’s citation frequency across leading AI platforms, quantifying your Influence Without Clicks by auditing your off-site trust footprints, and building a CFO-ready justification package that ties SVO directly to pipeline velocity improvements and reduced sales cycle lengths. Stop defending empty traffic drops. 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The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":27,"tag":493,"props":3767,"children":3768},{},[3769],{"type":33,"value":3770},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",{"type":27,"tag":493,"props":3772,"children":3773},{},[3774],{"type":33,"value":3775},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":418,"depth":418,"links":3777},[3778],{"id":3754,"depth":915,"text":3757},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3783,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3784,"description":3785,"name":3784,"ref":3786,"jobTitle":3787,"team":3787,"images":3788,"linkedIn":3790,"quoteCite":3727,"sequence":3791,"body":3792,"_type":422,"_id":3853,"_source":424,"_file":3854,"_stem":3855,"_extension":427,"category":3716,"minutes":3856},"/team/alicia-antonow","Alicia Antonow","Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.","alicia-antonow","Digital Advertising Experts",{"landscape":3789},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":24,"children":3793,"toc":3851},[3794,3802,3807,3815,3820,3828,3833,3841,3846],{"type":27,"tag":36,"props":3795,"children":3796},{},[3797],{"type":27,"tag":629,"props":3798,"children":3799},{},[3800],{"type":33,"value":3801},"How I Got Into Digital Advertising",{"type":27,"tag":36,"props":3803,"children":3804},{},[3805],{"type":33,"value":3806},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",{"type":27,"tag":36,"props":3808,"children":3809},{},[3810],{"type":27,"tag":629,"props":3811,"children":3812},{},[3813],{"type":33,"value":3814},"What I Love About Paid Search",{"type":27,"tag":36,"props":3816,"children":3817},{},[3818],{"type":33,"value":3819},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",{"type":27,"tag":36,"props":3821,"children":3822},{},[3823],{"type":27,"tag":629,"props":3824,"children":3825},{},[3826],{"type":33,"value":3827},"Why I Chose MKG Marketing",{"type":27,"tag":36,"props":3829,"children":3830},{},[3831],{"type":33,"value":3832},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",{"type":27,"tag":36,"props":3834,"children":3835},{},[3836],{"type":27,"tag":629,"props":3837,"children":3838},{},[3839],{"type":33,"value":3840},"Fun Facts About Me",{"type":27,"tag":36,"props":3842,"children":3843},{},[3844],{"type":33,"value":3845},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",{"type":27,"tag":36,"props":3847,"children":3848},{},[3849],{"type":33,"value":3850},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":7,"searchDepth":418,"depth":418,"links":3852},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3858,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3859,"description":3860,"name":3859,"jobTitle":3861,"team":3862,"images":3863,"ref":3865,"linkedIn":3866,"sequence":3867,"body":3868,"_type":422,"_id":3916,"_source":424,"_file":3917,"_stem":3918,"_extension":427,"category":3716,"minutes":418},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3864},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":24,"children":3869,"toc":3913},[3870,3876,3881,3886,3891,3895],{"type":27,"tag":36,"props":3871,"children":3873},{"className":3872},[3733],[3874],{"type":33,"value":3875},"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",{"type":27,"tag":36,"props":3877,"children":3878},{},[3879],{"type":33,"value":3880},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical/pharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",{"type":27,"tag":36,"props":3882,"children":3883},{},[3884],{"type":33,"value":3885},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":27,"tag":36,"props":3887,"children":3888},{},[3889],{"type":33,"value":3890},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",{"type":27,"tag":477,"props":3892,"children":3893},{"id":3754},[3894],{"type":33,"value":3757},{"type":27,"tag":570,"props":3896,"children":3897},{},[3898,3903,3908],{"type":27,"tag":493,"props":3899,"children":3900},{},[3901],{"type":33,"value":3902},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",{"type":27,"tag":493,"props":3904,"children":3905},{},[3906],{"type":33,"value":3907},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",{"type":27,"tag":493,"props":3909,"children":3910},{},[3911],{"type":33,"value":3912},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":7,"searchDepth":418,"depth":418,"links":3914},[3915],{"id":3754,"depth":915,"text":3757},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3920,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3921,"description":3922,"name":3921,"ref":3923,"jobTitle":3924,"team":3925,"images":3926,"linkedIn":3928,"quote":3929,"quoteCite":3930,"sequence":3931,"body":3932,"_type":422,"_id":3979,"_source":424,"_file":3980,"_stem":3981,"_extension":427,"category":3716,"minutes":418},"/team/jared-gerling","Jared Gerling","Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.","jared-gerling","SEO Expert","SEO Experts",{"landscape":3927},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":24,"children":3933,"toc":3977},[3934,3939,3944,3949,3954,3959],{"type":27,"tag":36,"props":3935,"children":3936},{},[3937],{"type":33,"value":3938},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",{"type":27,"tag":36,"props":3940,"children":3941},{},[3942],{"type":33,"value":3943},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",{"type":27,"tag":36,"props":3945,"children":3946},{},[3947],{"type":33,"value":3948},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",{"type":27,"tag":36,"props":3950,"children":3951},{},[3952],{"type":33,"value":3953},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",{"type":27,"tag":36,"props":3955,"children":3956},{},[3957],{"type":33,"value":3958},"Fun Facts:",{"type":27,"tag":570,"props":3960,"children":3961},{},[3962,3967,3972],{"type":27,"tag":493,"props":3963,"children":3964},{},[3965],{"type":33,"value":3966},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",{"type":27,"tag":493,"props":3968,"children":3969},{},[3970],{"type":33,"value":3971},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",{"type":27,"tag":493,"props":3973,"children":3974},{},[3975],{"type":33,"value":3976},"I love a really good French Martini.",{"title":7,"searchDepth":418,"depth":418,"links":3978},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":3983,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3984,"description":3985,"name":3986,"jobTitle":3987,"images":3988,"ref":3990,"sequence":3991,"imageDescription":3992,"body":3993,"_type":422,"_id":4045,"_source":424,"_file":4046,"_stem":4047,"_extension":427,"category":3716,"minutes":418},"/team/kathy-obrien","Kathy Obrien","Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.","Kathy O'Brien","Executive Assistant",{"landscape":3989},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":24,"children":3994,"toc":4042},[3995,4001,4006,4015,4020,4024],{"type":27,"tag":36,"props":3996,"children":3998},{"className":3997},[3733],[3999],{"type":33,"value":4000},"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",{"type":27,"tag":36,"props":4002,"children":4003},{},[4004],{"type":33,"value":4005},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",{"type":27,"tag":4007,"props":4008,"children":4009},"blockquote",{},[4010],{"type":27,"tag":36,"props":4011,"children":4012},{},[4013],{"type":33,"value":4014},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":27,"tag":36,"props":4016,"children":4017},{},[4018],{"type":33,"value":4019},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",{"type":27,"tag":477,"props":4021,"children":4022},{"id":3754},[4023],{"type":33,"value":3757},{"type":27,"tag":570,"props":4025,"children":4026},{},[4027,4032,4037],{"type":27,"tag":493,"props":4028,"children":4029},{},[4030],{"type":33,"value":4031},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":27,"tag":493,"props":4033,"children":4034},{},[4035],{"type":33,"value":4036},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",{"type":27,"tag":493,"props":4038,"children":4039},{},[4040],{"type":33,"value":4041},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":7,"searchDepth":418,"depth":418,"links":4043},[4044],{"id":3754,"depth":915,"text":3757},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4049,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":20,"description":4050,"ref":4051,"name":20,"team":3721,"quote":4052,"images":4053,"twitter":4055,"isLeader":3725,"jobTitle":4056,"linkedIn":4055,"sequence":3856,"quoteCite":4057,"imageDescription":4058,"body":4059,"_type":422,"_id":4107,"_source":424,"_file":4108,"_stem":4109,"_extension":427,"category":3716,"minutes":3856},"/team/kerry-guard","Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.","kerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.",{"landscape":4054},"kerry-guard.webp","kerryguard","Founder & CEO","Brené Brown","Kerry Guard, MKG Marketing’s Owner/CEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing",{"type":24,"children":4060,"toc":4104},[4061,4067,4079,4092,4096],{"type":27,"tag":36,"props":4062,"children":4064},{"className":4063},[3733],[4065],{"type":33,"value":4066},"Kerry Guard (she/her) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",{"type":27,"tag":36,"props":4068,"children":4069},{},[4070,4072,4077],{"type":33,"value":4071},"She also hosts our podcast, ",{"type":27,"tag":873,"props":4073,"children":4075},{"href":4074},"/podcasts/marketing-leaders/",[4076],{"type":33,"value":16},{"type":33,"value":4078},", which brings eight digital marketing experts to your ears every quarter.",{"type":27,"tag":36,"props":4080,"children":4081},{},[4082,4084,4090],{"type":33,"value":4083},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",{"type":27,"tag":873,"props":4085,"children":4087},{"href":4086},"/about/jobs/",[4088],{"type":33,"value":4089},"Jobs page",{"type":33,"value":4091}," and see if we have a position right for you!",{"type":27,"tag":477,"props":4093,"children":4094},{"id":3754},[4095],{"type":33,"value":3757},{"type":27,"tag":570,"props":4097,"children":4098},{},[4099],{"type":27,"tag":493,"props":4100,"children":4101},{},[4102],{"type":33,"value":4103},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":7,"searchDepth":418,"depth":418,"links":4105},[4106],{"id":3754,"depth":915,"text":3757},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4111,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":4112,"description":4113,"name":4112,"ref":4114,"jobTitle":4115,"team":3787,"images":4116,"linkedIn":4118,"sequence":4119,"body":4120,"_type":422,"_id":4171,"_source":424,"_file":4172,"_stem":4173,"_extension":427,"category":3716,"minutes":418},"/team/leigh-snyder","Leigh Snyder","Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team","leigh-snyder","Digital Advertising Expert",{"landscape":4117},"leigh-snyder.webp","leighasnyder",50,{"type":24,"children":4121,"toc":4168},[4122,4128,4133,4138,4143,4148,4153,4158,4163],{"type":27,"tag":36,"props":4123,"children":4125},{"className":4124},[3733],[4126],{"type":33,"value":4127},"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",{"type":27,"tag":36,"props":4129,"children":4130},{},[4131],{"type":33,"value":4132},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",{"type":27,"tag":36,"props":4134,"children":4135},{},[4136],{"type":33,"value":4137},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",{"type":27,"tag":36,"props":4139,"children":4140},{},[4141],{"type":33,"value":4142},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",{"type":27,"tag":36,"props":4144,"children":4145},{},[4146],{"type":33,"value":4147},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",{"type":27,"tag":36,"props":4149,"children":4150},{},[4151],{"type":33,"value":4152},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":27,"tag":36,"props":4154,"children":4155},{},[4156],{"type":33,"value":4157},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",{"type":27,"tag":477,"props":4159,"children":4160},{"id":3754},[4161],{"type":33,"value":4162},"Fun Facts",{"type":27,"tag":36,"props":4164,"children":4165},{},[4166],{"type":33,"value":4167},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":7,"searchDepth":418,"depth":418,"links":4169},[4170],{"id":3754,"depth":915,"text":4162},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4175,"_dir":4176,"_draft":6,"_partial":6,"_locale":7,"title":4177,"description":4178,"name":4177,"imageDescription":4179,"ref":4180,"jobTitle":4181,"images":4182,"linkedIn":4180,"quote":4184,"quoteCite":4177,"sequence":934,"body":4185,"_type":422,"_id":4259,"_source":424,"_file":4260,"_stem":4261,"_extension":427,"category":4176,"minutes":3856},"/team/marketing-leadership/celeste-jacroux","marketing-leadership","Celeste Jacroux","Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.","Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","celeste-jacroux","Fractional GTM Leader | Founder, Swell Marketing Advisors",{"landscape":4183},"celeste-jacroux.webp","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"type":24,"children":4186,"toc":4256},[4187,4200,4205,4217,4223],{"type":27,"tag":36,"props":4188,"children":4190},{"className":4189},[3733],[4191,4193,4198],{"type":33,"value":4192},"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",{"type":27,"tag":629,"props":4194,"children":4195},{},[4196],{"type":33,"value":4197},"Swell Marketing Advisors",{"type":33,"value":4199}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":27,"tag":36,"props":4201,"children":4202},{},[4203],{"type":33,"value":4204},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",{"type":27,"tag":36,"props":4206,"children":4207},{},[4208,4210,4215],{"type":33,"value":4209},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":27,"tag":629,"props":4211,"children":4212},{},[4213],{"type":33,"value":4214},"Marketing Leadership + Activation",{"type":33,"value":4216}," clients. 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