[{"data":1,"prerenderedAt":4754},["ShallowReactive",2],{"podcast-marketing-leaders-bethany-ibarra-on-why-pipeline-is-a-process":3,"header-articles":588,"updatesSection-all":2719,"updatesSection-all-team":3770},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"seotitle":8,"guesturl":16,"guest":17,"series":18,"authors":19,"iframe":12,"guestimg":21,"guestabout":22,"body":23,"_type":582,"_id":583,"_source":584,"_file":585,"_stem":586,"_extension":587,"category":5},"/podcasts/marketing-leaders/bethany-ibarra-on-why-pipeline-is-a-process","marketing-leaders",false,"","Bethany Ibarra on Why Pipeline is a Process","In this episode, Bethany Ibarra discusses how revenue leadership relies on structured frameworks and process-driven pipeline management to achieve repeatable growth, highlighting the critical role of aligning product-market fit, ideal client profiles, and customer lifetime value. She shares how career trajectories—including intentional lateral moves—build cross-functional strength, and explains how simple, non-bloated scoring systems combined with weekly CRM transparency foster team accountability and accurate forecasting across complex, multi-layered enterprise sales cycles.","2026-08-03T17:11:04.470Z",{"url":12,"length":13},"https://share.transistor.fm/e/8280470e","52500000","228","57","https://www.linkedin.com/in/bethanyibarra/","Bethany Ibarra","Back on T-R-A-C-K",[20],"Kerry Guard","https://assets.mkgmarketinginc.com/a0e43cd1-b16e-41a5-bbf8-91bd9300d5ab-Chloe Addis.png","Bethany Ibarra helps technology, engineering, and manufacturing organizations drive sustainable revenue growth and maximize profitability through strategic P&L management, commercial domain design, and scalable pipeline frameworks.",{"type":24,"children":25,"toc":577},"root",[26,35,41,47,52,57,62,67,72,77,82,87,92,97,102,107,112,117,122,127,132,137,142,147,152,157,162,167,172,177,182,187,192,197,202,207,212,217,222,227,232,237,242,247,252,257,262,267,272,277,282,287,292,297,302,307,312,317,322,327,332,337,342,347,352,357,362,367,372,377,382,387,392,397,402,407,412,417,422,427,432,437,442,447,452,457,462,467,472,477,482,487,492,497,502,507,512,517,522,527,532,537,542,547,552,557,562,567,572],{"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},"Bethany Ibarra sits down with us to talk about the necessity of treating the sales pipeline as a structured, predictable process to achieve sustainable revenue growth. Ibarra emphasizes that a Chief Revenue Officer's core mission is to generate repeatable revenue by aligning customer value with long-term organizational value. To navigate complex enterprise markets, she advocates for defining clear qualification frameworks, honing a hyper-specific ICP, and continually adapting Product-Market Fit. She outlines a simplified, three-tiered scoring system—evaluating financials, deal psychology, and timing—to streamline opportunity assessment without overcomplicating operations. Ultimately, Ibarra underscores that leadership accountability and transparent CRM tracking across recurring dashboards are vital to eliminating pipeline leakage, while stressing that rigid frameworks must complement, rather than replace, human decision-making and genuine curiosity.",{"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 am Kerry Guard, and welcome to Tea Time with Tech Marketing Leaders. Welcome back to the show. As always, we are live, which means if you are here with us, say hello. The beauty of being live is we get to answer your questions in real time, and if you aren't able to join us live, that's okay too. That's the beauty of recording. It's here for your viewing pleasure when it is a good time for you to watch, and we will be paying attention to the comments asynchronously and getting your answers, getting you answers at that time as well, so don't panic. You're not here with us in live. We will be sure to circle back with you. We are here for the engagement. I mean, the beauty of LinkedIn. Am I right? Yeah. I am so excited for the show. I have Bethany Ibarra here with me. We are going to unpack why Pipeline is the process? A little bit about Bethany before we dive into our topic today. Bethany is an accomplished executive with over 25 years of experience in driving revenue growth and maximizing profitability across diverse industries, including technology, engineering, and manufacturing. I want to pause there for a second. The reason why I host this show is because we are all in the same boat of trying to market a very hard thing to message. You can't do it in a one-liner. This isn't like Nike of just do it. It requires thought and integrity around what it is we're trying to help people understand of how we make their jobs easier, and it's so hard to do well. And we're messaging it to an audience that doesn't necessarily want to be messaged too. So partnering those two things together is a tough, hard nut to crack. And Bethany is here for us in that she's got this experience in spades when we're talking about technology engineering and manufacturing, she has clearly been around the block folks. So lean on in. She has a proven track record of success at leading companies like Motorola, Google, and Lenovo. Spearheaded the development of scalable commercial domain at an engineering consultancy, while focusing on strategic planning and client lifecycle optimization to deliver sustainable growth, enterprise in expertise in enterprise leadership, P&L management, new market launches, and building high impact strategic partnerships. She's a collaborative leader with a continuous improvement mindset, adept at driving organizational design and talent development initiatives. Bethany, welcome to the show.",{"type":27,"tag":36,"props":58,"children":59},{},[60],{"type":33,"value":61},"Bethany Ibarra  2:50  ",{"type":27,"tag":36,"props":63,"children":64},{},[65],{"type":33,"value":66},"Thank you, Kerry. That was humbling, but I appreciate the intro. Yeah, I'll give some context about who I am. First off, thank you for having me on your show. My origin story is born and raised in Michigan, and I was raised by a single mom, a few children, two of my brothers. So my childhood was informed by a deep love of education. My mom was an elementary school teacher. Lifelong learning is something that I don't just believe in. It is part of who I am, and always want to sing from the rooftops and profess the power of curiosity quotient, juxtaposed with the ground shifting a lot underneath my feet. You know, as a you know income level that just hovered around poverty, and understanding the value of work, and what that means, and also understanding the need to always attempt to infuse stability to create that sustainable traction in your life, and that led me out of undergrad to a wonderful growing up at Motorola, 15 years working across the business life cycle in a few different divisions, really getting that trifecta of government, commercial, industrial, and consumer, working there both domestically and internationally, from a startup division to a very established market leading division, and even being part of a sunset of a of a division. So just getting that incredible and grateful for that experience, and then at Google a few years where I had already moved into commercial leadership. That was when I got to manage my first really sizable P and L of over 100 million annually by the second year, and then moved over to Lenovo through an acquisition, and worked there for five years as a general manager, relaunching North America in a couple channels, and then that led me to engineering consultancy. Where I've been the last couple years building out a commercial domain, so I'm excited to talk about why frameworks and processes infuse kind of this repeatable growth. So I'll pause there, and then we'll set up some contests.",{"type":27,"tag":36,"props":68,"children":69},{},[70],{"type":33,"value":71},"Kerry Guard  5:17  ",{"type":27,"tag":36,"props":73,"children":74},{},[75],{"type":33,"value":76},"Yes, I have some questions because what amazing journey you've been on, and not everyone, including myself, it took me multiple years of coaching to finally pull that thread through of how our upbringing impacts our leadership, and so the fact that you have that story figured out is pretty amazing, from the curiosity and education standpoint to the stability standpoint. Like, what more could you want from a CRO? Can I like seriously, folks? The stability piece is huge, but then always figuring out where that next opportunity of growth is going to come from and learning and the figure it outer. I'm a figure it outer, and I appreciate those. My mom was also a teacher, and instilled in me the love of learning. To this day, I consider myself a forever student because of her. So I so appreciate that aspect, and especially the stability piece of it as well. Having you know a different you know a an upbringing of where you know parents are divorced and living cross country and needing that as a child as well like that stability is so huge and I ah it totally comes through in my work and and I appreciate why it comes through for you too?",{"type":27,"tag":36,"props":78,"children":79},{},[80],{"type":33,"value":81},"Bethany Ibarra  6:41  ",{"type":27,"tag":36,"props":83,"children":84},{},[85],{"type":33,"value":86},"Own your story. That's what I tell everyone. So be you know, it's not about perfection. That's okay. It's part of what makes you you, and part of what allows you to thrive when you own that story.",{"type":27,"tag":36,"props":88,"children":89},{},[90],{"type":33,"value":91},"Kerry Guard  6:56  ",{"type":27,"tag":36,"props":93,"children":94},{},[95],{"type":33,"value":96},"Own your story, know your story, and then and then own it and appreciate it's part of why you are the way that you are and who you are. I love that. I absolutely. And the other thing you said that really stuck with me of the curiosity quotient. So how do you use curiosity? I'm going to ask. I'm going to ask this question, and we'll get more into my standard. But I just love this. So how do you apply curiosity today in the work and job that you do?",{"type":27,"tag":36,"props":98,"children":99},{},[100],{"type":33,"value":101},"Bethany Ibarra  7:26  ",{"type":27,"tag":36,"props":103,"children":104},{},[105],{"type":33,"value":106},"So, the early beginnings of my career, you know, why was I doing a lot of laterals? Quite frankly, across divisions to get that bulk of experience, that hunger to understand the different ways industries and businesses and markets function, and getting that foundation underneath you, asking a lot of informed questions, and by the way, people want to help answer those questions. So I encourage everyone at any point in their career reaching out, asking colleagues-you know-certainly everyone talks about having mentors, but mentors can be peppered throughout your life, peppered throughout your work. It can be someone in your faith community that works in a certain industry. So, you know, asking a lot of questions. It, of course formal education gets layered in there. You know, I did go and get my MBA. I'm always working on certifications. That is important to continue to keep those skills fresh. I listen to a lot of podcasts. You know, different perspective, different ideas on different takes. And I will say, being at a consultancy the last couple years, and this is what people talk about when they have worked at consultancies. Nothing can replace a database of knowledge of talking to 1015, different companies solving sometimes similar problems with a lot of patterns, but from a different perspective every week, and that can just elevate and escalate your ability to lift up, but then go down and help drive value.",{"type":27,"tag":36,"props":108,"children":109},{},[110],{"type":33,"value":111},"Kerry Guard  9:13  ",{"type":27,"tag":36,"props":113,"children":114},{},[115],{"type":33,"value":116},"Seeing patterns is definitely key in our line of work for sure. One thing you mentioned was, \"I'm sorry, I'm totally breaking the rules because I did say we were going to move on. Two more questions, two more, and then I promise we will. Lateral moves. I think this is something people lose sight of. They get stuck on this idea of moving up in a ladder and needing that financial stability, which is absolutely key. And I understand, but there's still ways to. I moved laterally, and I actually still made more money when I was doing that. I don't know if that was the same for you, Bethany, but my mom now works for Apple in the education division, and one of the things that she got from one of her mentors is to look at growth as a jungle gym, and to not think of it as this up straight upwards momentum, but how can you move through and without? So having had that. Experience. What did you take? You know, what does a lateral move meant for you? And to your point that you just made, like, what are some of those key patterns that you found in each jump?",{"type":27,"tag":36,"props":118,"children":119},{},[120],{"type":33,"value":121},"Bethany Ibarra  10:11  ",{"type":27,"tag":36,"props":123,"children":124},{},[125],{"type":33,"value":126},"Yeah, I love this topic. So I think of my career as a portfolio. You know, artists have a portfolio, and it demonstrates the stretch that he or she may have, and thinking about opportunities, being open to them. So I was explaining this to a group one time. You know, you're on a journey in your career, and your career is actually quite long. You know, they there's this expression, \"Life is short.” Okay, well, decades is not short, you know. It is a marathon. Some of it's run at a sprint pace, but it is a marathon. And when you are traveling to a foreign country on vacation, you're needing to be open to what's possible. You need to know, okay, I have to pack my toiletries. I have to have my passport. You know, you have to have some preparation to not be left on the side of the street, but being open to what's possible. You know that has really informed my career, and being open to that and jumping, especially earlier in my career, on those opportunities. And I agree with you. If it's done in a somewhat purposeful way by being open-minded. It doesn't neces. It didn't mean for me, and it and it shouldn't mean making the same for those numbers of years that you're doing that, because you're still able to amplify your outcomes as you're curating this experience. You know, just because it's a title lateral, you're still able to be more powerful because you've had an operations role, and now you're in product management. You still have that work experience in your back pocket. You can still pull from it. You still have connections that you've made that are useful and powerful to your results.",{"type":27,"tag":36,"props":128,"children":129},{},[130],{"type":33,"value":131},"Kerry Guard  12:05  ",{"type":27,"tag":36,"props":133,"children":134},{},[135],{"type":33,"value":136},"There's this intersectionality that happens depending on what journey you've been in. So that's the beauty of marketing and its expanse. I would say product marketing and sales. Right. There's this huge expanse of a journey you can go on in terms of what path you choose, whether it's a specific niche from a channel perspective, whether it's going more broad from going in house and more of a manager level to, like I said, sales or product. There are so many different avenues that you can take within marketing, and then the cross section that you just mentioned, Bethany, I think is so key around what makes you unique in your ability to forge your own path. For me, I started out in traditional marketing, and then I did a lateral move and actually took a step back into digital. And then my next job was A promotion, and and and a jump, but I got that promotion in moving companies because of both my traditional and digital experience, having managed a huge account on my own. Yes, and then I sat there, and in that job, they needed help with from a finance standpoint, and I was able to take that on to help them find a better way to create their billing system, and I actually uncovered 250 grand for the agency. So now I have this finance background partnered with the digital media background that made me really be able to forge my own path forward and get to my next job and a huge salary increase. Right, so I made sort of these lateral moves, like you're talking about, with some salary increases and some titles here or there. But it was that intersectionality of the finance piece and the digital marketing planning piece that really propelled me. And so find the things that give you joy and that you love and that you're putting energy behind. I didn't wasn't thrown in the finance piece, and I was like, \"Okay, fine, I'll figure it out. I was like, \"Oh, this is, I love this. I was nerded out real hard in the Excel sheets, and I figured out the system and the process, and I figured out how to streamline it. I like got like dialed it in, right? But I loved doing it, and so whatever your path is to Bethany's point, I cannot agree more on taking the time to figure out that intersectionality for you. And",{"type":27,"tag":36,"props":138,"children":139},{},[140],{"type":33,"value":141},"Bethany Ibarra  14:27  ",{"type":27,"tag":36,"props":143,"children":144},{},[145],{"type":33,"value":146},"you don't have to have it all figured out. And what you're describing, it'll come. It'll come is common in when you create that collection, that diversity of experience, those powers that you have wrapped around you. The force multiplication of career growth does start to happen pretty fast once you've really curated a book of knowledge. You'll see then you have that ability to run both sides of the marketing spectrum. You have the ability to run a larger P and L that has diverse. Markets and channels that will take much longer if you're just working your way through one domain over time. You know, there's not one path, there's not one recipe, but certainly be open to the opportunity.",{"type":27,"tag":36,"props":148,"children":149},{},[150],{"type":33,"value":151},"Kerry Guard  15:16  ",{"type":27,"tag":36,"props":153,"children":154},{},[155],{"type":33,"value":156},"I know the job market's hard out there, and hopefully, this gives you some inspiration. I love that. Last question, and then I promise we'll get into the crux of our conversation. You said something around informed questions, and I know that this is going to impact our conversation. So I just want to be thoughtful here around what that means for you. What does it mean to not just ask questions for the sake of asking them, but how do you? What does informed questions mean in your in your book?",{"type":27,"tag":36,"props":158,"children":159},{},[160],{"type":33,"value":161},"Bethany Ibarra  15:41  ",{"type":27,"tag":36,"props":163,"children":164},{},[165],{"type":33,"value":166},"So thinking about the why of your job, if you are in digital marketing, if your why is you're managing an agency and you're buying AdWords, you know, understanding the metrics in a in a deeper, richer way. Maybe that you're a little bit more junior and you have questions. You know, where can you go to find that source of knowledge. If you are new in sales and you're managing, you know, lead intake, you know, what do you mean by band budget authority need timing? You know, what are the nuances there? Finding people that can help and don't just ask one subject matter expert. That's where the power is, you know, ask a collection of people. People want to help. They want to share their knowledge. Most people, yeah, you know, of course, timing it, scheduling it, you know, finding that space. But that is something that at organizations or even outside your own virtual or actual walls of your organization, people want to be helpful.",{"type":27,"tag":36,"props":168,"children":169},{},[170],{"type":33,"value":171},"Kerry Guard  16:45  ",{"type":27,"tag":36,"props":173,"children":174},{},[175],{"type":33,"value":176},"I love that. I love, I love the aspect of asking multiple people. Trust but verify, right? So, how do other people see this situation? It's why on my podcast, if somebody comes on and I've talked about the topic already, I'm like, that's okay, that's fine. I want to hear your perspective and your take and how you approach it because it's going to be different. It's going to be different thanks to the intersectionalities of our career, and so I want to hear it, and I'm here for it. I love this, Bethy. I could literally talk to you all day about all of these things. We were literally having the podcast before we started having the podcast. We need to go live, Bethany. This is too good. This is too good. So thank you all for joining us. We are going to talk about why pipeline is the process. That's five now. I said it. I got two more. I love to say it two more times. I'm excited for that. But pipeline is the process. Talk to me about process, Bethany. And as a CRO, right? So we're talking about the many levels of marketing here, and the CRO plays such a critical role. We're going to take a step back. The CRO plays such a critical role. Tell us about that role first, and then we'll talk about how process fits into it.",{"type":27,"tag":36,"props":178,"children":179},{},[180],{"type":33,"value":181},"Bethany Ibarra  17:55  ",{"type":27,"tag":36,"props":183,"children":184},{},[185],{"type":33,"value":186},"Sure. So the you know the mission is to generate revenue for your organization in sustainable ways, in repeatable ways, in ways that allow for growth-growth in the context of what that means to your company, your industry-that's a wide range of variants. So understanding what you do, who you do it for, you know what those metrics are that you're measured against does vary, but that is at the simplistic level what your mission is. You know, to create sustainable ways to drive value to your customers to your target markets that generates revenue in a in a repeatable way.",{"type":27,"tag":36,"props":188,"children":189},{},[190],{"type":33,"value":191},"Kerry Guard  18:40  ",{"type":27,"tag":36,"props":193,"children":194},{},[195],{"type":33,"value":196},"Let's talk about the value piece because I feel like we don't all quite have a handle on what that value means different things to different people. So, from your perspective, how do you show up and create value for your customers?",{"type":27,"tag":36,"props":198,"children":199},{},[200],{"type":33,"value":201},"Bethany Ibarra  18:53  ",{"type":27,"tag":36,"props":203,"children":204},{},[205],{"type":33,"value":206},"Yeah, that's a perfect TN, and this is some of the context of what we're going to get into. So, contextually, knowing your product market fit, your PMF as it's called, is important to what we're about to talk about. It's actually required. That is a living, breathing organism that evolves as the market shifts and changes as your business matures and grows. But understanding the current state of that, and then the journey of that along the way is mandatory. So I describe it as knowing what you're doing, why you're doing it, and who you're doing it for-the A to B to the C. So what am I doing? Am I offering computing power to manufacturers-that would be a value driver. Am I? What am I doing? Am I ensuring on-time delivery of restaurant equipment to large restaurant chains? That tells me what I'm doing, why I'm doing it, and who I'm doing it for. So your product market fit. In addition to not just your product market fit, understanding who your ideal client profile is is also required. Your ICP, as it's termed, it's a standard industry term. You know, being able to just sell your restaurant equipment to every small business in the universe-that is a recipe for low profitability and not sustainable. Understanding that you know your distribution company is optimally profitable when you can find that big chain of Long John Silver's and Olive Garden, and you're serving them at the wholesale level. You know, really being able to tag an attribute, not just who I'm doing it for in the universe of possibility, but what does ideal look like, and then you're able to identify your customer lifetime value, your CLV as it's termed in in the world, and that is varied. I've worked in you know the government side of the business when I was at Motorola. A client lifetime value of a customer who buys a network and mobile devices that were purpose built for their network over 10 years is dramatically different than an engineering services firm that's developing a product over the course of you know a year and a half to two years, but you know understanding your business in that context, all of that is assumed when you're starting to create a framework around your pipeline or your qualification process of your business.",{"type":27,"tag":36,"props":208,"children":209},{},[210],{"type":33,"value":211},"Kerry Guard  21:38  ",{"type":27,"tag":36,"props":213,"children":214},{},[215],{"type":33,"value":216},"We talked about value in two ways, and I want to be really pedantic and sort of annoying about it, but I think it'll be really helpful as we lay the ground here because generally in marketing when we talk about giving value, we talk about it from a customer standpoint, which you mentioned. So one is about giving value to our customers. What is it that they're getting that's going to make their jobs easier, and who are we giving it to? Two very important pieces in the PMF product market fit. But the other thing you mentioned on the flip side is the value that brings back into the company the CLV, which is the value for the organization from a numbers standpoint. Did I capture both of those perfectly?",{"type":27,"tag":36,"props":218,"children":219},{},[220],{"type":33,"value":221},"Bethany Ibarra  22:20  ",{"type":27,"tag":36,"props":223,"children":224},{},[225],{"type":33,"value":226},"Absolutely. You know, understanding, you know, and this is the role of revenue leadership: is that marriage of the value that you're delivering to the market to your target customers. Who are they? Why do they need to solve the problems that you're solving? And how can you reach them, and then what does that pull back into your company? It's the marriage of those two things.",{"type":27,"tag":36,"props":228,"children":229},{},[230],{"type":33,"value":231},"Kerry Guard  22:49  ",{"type":27,"tag":36,"props":233,"children":234},{},[235],{"type":33,"value":236},"It seems so, duh, but also simpler than it actually is. So let's break these two things down. There's three things you mentioned in terms of giving value back to the market: the product market fit, which is changing what you, why you started it today is not what it becomes tomorrow. I think to an extent, I'm curious about this, Bethany, because one of the things I always try and go back to when I'm working with, I feel like startups tend to lose this really quickly, and I try and always bring them back. Of like, but why did you start it? What was the pain point you were having that you were trying to solve? So instead of us trying to take in all these inputs of like what other people want and the features that they are looking for, let's focus on the pain that you were feeling and why you started. So, in terms of the value we're bringing to that customer and the initial journey that this thing starts on, does am I right to assume that that's really where it begins, and then you take in the customer input as you build out from the MVP, or does it always come back to does it, or do you need to take in those inputs? Am I giving my customers bad bad advice? Maybe I am, and that's okay too. Like, where's the balance in that in terms of finding that product market fit? I feel like you got to find that balance to get the thing off the ground.",{"type":27,"tag":36,"props":238,"children":239},{},[240],{"type":33,"value":241},"Bethany Ibarra  24:19  ",{"type":27,"tag":36,"props":243,"children":244},{},[245],{"type":33,"value":246},"Yeah, I mean, you have to start to get moving. I mean, you have to get off the starting line to get some points on the board. And you know, being stuck in discovery mode for perpetuity. And I've only worked in technology analysis paralysis. Technology companies love data. I certainly do as well. But you know, what are we really trying to do here? Are we just trying to analyze something? Are we trying to deliver value to the market, the world, and solve problems? The latter. So, voice of the customer is is what you're describing, and peppering that throughout your existence as a company, not losing. Of that, but certainly as you're defining your initial instantiation of your company, that is required, and you know, trusting your instinct to your point of what you're  you know the advisement that you're giving these startups, there was a reason why this business became a business. Even though you're a startup, there is a valid reason why you're solving a better way to grow organic plants. You're solving a better way to compute a certain algorithm. There's a reason that had validity. So you're right. You know, getting lost in the sauce, and you do see a lot of startups they call it the pivot. You know, and there is nothing wrong with being open to that, but you can get lost in the forest and never find your way out if you're not clear. You know, starting with the end in mind. You know, the Franklin Covey values, starting with the end in mind. What does that mean? You know, what really is your end goal, and not losing sight of that.",{"type":27,"tag":36,"props":248,"children":249},{},[250],{"type":33,"value":251},"Kerry Guard  26:10  ",{"type":27,"tag":36,"props":253,"children":254},{},[255],{"type":33,"value":256},"Let's talk about from the flip side of the enterprise standpoint, because you've worked with many big companies from Motorola to Lenovo. From that standpoint of reconnecting with the customer because we've all lost our way. Let's admit it. Can't help it. It's happened. Move on. How do you find your way back to the customer and the customer voice again with so much data at your fingertips, so many customers to navigate? How do you not get lost in that sauce?",{"type":27,"tag":36,"props":258,"children":259},{},[260],{"type":33,"value":261},"Bethany Ibarra  26:38  ",{"type":27,"tag":36,"props":263,"children":264},{},[265],{"type":33,"value":266},"And to add another layer of complexity, and this gets to you know why frameworks are so helpful. The multi-layered value chain within those businesses you're many steps removed sometimes from the end user or the actual customer using the mobile device or using the Bluetooth accessory or using the Nest you know, thermostat and Google hardware, you can be three steps removed. Now, certainly, you know, dashboards and data and analytics behind how these millions of customers are using the products that informs features and capabilities, but it can get cleansed out of your process when you're that far removed, and you have, you know, in this complex selling process known as enterprise selling, you know, sometimes you can have your buyer of record, and you are the vendor of record with a distributor or a retailer. That's not the actual procure of your product-that's not your installed base. They are buying your product wholesale, and it is important to understand the value chain that they need delivered. You know why? What are their pain points? How can you help alleviate them? As an example, when I manage national retail returns, just kill that business, you know. The retail space, whether it's online or brick and mortar, you know, consumer returns are such a heavy burden of cost. How can we help support the refurbation and you know, pre-owned sales? You know, thinking about force multiplying value, even for your channel partners, is you know part of driving value. Where are you driving value? Everywhere. When you are responsible for revenue, it's not just about you know one piece of the equation. That's when you're doing it right. It's thinking about delivering value every step of the way, every step of the value chain.",{"type":27,"tag":36,"props":268,"children":269},{},[270],{"type":33,"value":271},"Kerry Guard  28:44  ",{"type":27,"tag":36,"props":273,"children":274},{},[275],{"type":33,"value":276},"It feels so big. You mentioned frameworks being a huge component of helping navigate this huge ecosystem in terms of being able to deliver that value in multiple ways across so many channels. I mean, the reseller channel load, and then field marketing on and all of those, you know, we were talking from a global standpoint. It gets very diluted very quickly, and so what are let's break down the framework. What's your favorite? Where do you start, and how do you really marry these two things in terms of value for the customer and then value back into the company,",{"type":27,"tag":36,"props":278,"children":279},{},[280],{"type":33,"value":281},"Bethany Ibarra  29:22  ",{"type":27,"tag":36,"props":283,"children":284},{},[285],{"type":33,"value":286},"so you understand the job to be done, as it's called your product market fit, the why and the what into who that you're bringing to the world. You understand your ideal client profile. You've attributed that, and you understand financially what is that you know approximation of a customer lifetime value for your company. So now you're armed with that information. Setting up a qualification framework is extremely important. It creates a vocabulary around the types of opportunities in your pipeline or the. Multi-phase qualification step. Depending on the business, it could be anywhere from four to six steps. It depends on how they organize it, but it's simply put the journey that your customers take with your company's help on aligning on the value, aligning on delivering that value, and then retaining it. If you're in a SaaS company with a subscription-based model, you know that could be setting it up for years initially, and then hopefully renewing it for additional number of years, and a little more transactional capital equipment. You know it's big, heavy expenditures, but buying a bulldozer could be, you know, buying one a year. You know, nevertheless, you know, there is a journey that you go through with all these opportunities in your funnel. So, one thing that is extremely helpful is to set up a scoring system. Not complicated, no more than ideally two, but three scoring levels per attribute. Because if once it gets too complicated, first of all, no one understands it. So what's the point? But even if they're trying to, you'll see this big variance in the users inputting the numbers, and then it loses value. So you really want to",{"type":27,"tag":36,"props":288,"children":289},{},[290],{"type":33,"value":291},"Kerry Guard  31:20  ",{"type":27,"tag":36,"props":293,"children":294},{},[295],{"type":33,"value":296},"maintain too, and it's hard for that two or three. Gosh, I feel like that would fall apart really quickly.",{"type":27,"tag":36,"props":298,"children":299},{},[300],{"type":33,"value":301},"Bethany Ibarra  31:28  ",{"type":27,"tag":36,"props":303,"children":304},{},[305],{"type":33,"value":306},"That that is super super helpful to create some way you are scoring. That helps with prioritization. You know, we're all limited by capacity. There's an opportunity cost. Even talking about opportunities, right? That alone, if you're inputting inefficient deals into your process, you know you only have so many people in a given day to qualify, to show demos, to go on trips, to build relationships. There's only so much ability to manage all of that in a given time. Some businesses do this better than others, but certainly the more attention you put into that, the more efficient you'll be with your outcomes.",{"type":27,"tag":36,"props":308,"children":309},{},[310],{"type":33,"value":311},"Kerry Guard  32:14  ",{"type":27,"tag":36,"props":313,"children":314},{},[315],{"type":33,"value":316},"I feel like for all the companies I've worked with, from a qual from a qualification standpoint, from a scoring standpoint, it's very arbitrary, and everybody has a different idea on what scoring looks like. So let's be like kind of annoying and pedantic about this, Bethany, because to your point, you don't want to overcomplicate it. But what does that even mean? It's so hard to not overcomplicate it when you have multiple ICPs you're going after depending on what products your you know your you saw for your audience. So and then you're talking about account based marketing. So you have multiple audiences based off of who you're talking to, depending on what level they are. You have your enterprise to your midsize to your small businesses. You right. We're already slicing and dicing this to the nth degree, and then you build in your channels to that. And who gets who gets the score at the end of the day, right? So let's talk about let's break this down for folks. We're going back to the ICP. From everything I feel like I just said, sort of talking myself into this, it's got to come back to your priority of who is that ideal buyer, right? Who is buying from you? Who is paying for this thing? What do they look like? Is that as legal as it gets?",{"type":27,"tag":36,"props":318,"children":319},{},[320],{"type":33,"value":321},"Bethany Ibarra  33:34  ",{"type":27,"tag":36,"props":323,"children":324},{},[325],{"type":33,"value":326},"And there can be multiple definitions. If you're, you know, running a software as a service business, and you're selling CRMs, customer relationship management databases. You know, the chief revenue officer may have multiple teams targeting different pieces of the market, and each of those teams think about their you know client lifetime value and their ICP a little differently. But at the aggregate, there's still one macro ideal. So I like three different scores: an initial lead score, which can be very most. I mean, it could be in most businesses even automated. It could be just scraping the internet for size of the company and putting tolerance ranges, number of employees, you know, understanding if they have in even a this division name this that could buy our product. It could be very very high level, and that hopefully can be as automated as possible on the lead scoring side. Then there is some manual manipulation once you start engaging with human beings, and you go through this journey of aligning on value, the sales process in enterprise selling is not short. It averages 12 plus months for most industries. That is not one. Conversation, or even 10. You know that is a journey you're on together, building trust, delivering value along the way, and learning more about their pain points and how you can help solve them in a really clear way. So the lead score in that pipeline process, or the sales qualification journey, I like to think about it three different ways: financial ability to pay. If you're dealing with a lot of private companies, this is not a slam dunk. If you're dealing with a lot of publicly traded companies, you could scrape that off the internet and automate it. Done. But in a lot of worlds that we work within, you know, private companies, their financial statements aren't just on the internet for anyone to read. This is different than desirability to pay, which you will not learn until they become a customer, and this is not necessarily correlated to you know how much cash they have on hand. Some companies just honor this, and some don't. We can get into that-the psychology, the why. There's reasons, but certainly, you know, if you are selling to diverse target markets, you know, really understanding, you know, are they funded? How many seed rounds do they have? You know, the less, the bigger the risk it is to ingest that into this long process that you are consuming your finite human capital and company resources to try to align on. Then, what I wait the most is you know the sales projections, and this gets to the client lifetime value, both short term and long term, and these numbers throughout this journey get crystallized. You're not going to know truly what the financial opportunity is after a 30 minute discovery call. That's very unrealistic. So that's okay having a leadership team that's aware of that-that you know-that's a process, and then timing-you know-are they ready to buy? And and that there's tolerance ranges around that. What is you know a near-term amount? It could be within six months. That's you know that's where we're going to spend our effort. If they think they need to buy within six months, if they start to say things like, you know, this is going to be a strategic initiative in 2026, you know, pump the brakes, you know, once again, how are we being most efficient with our time? Doesn't mean that we, you know, never call them back. It means there's an appropriate way in which we can engage with someone who's thinking that long lens versus near term, and then finally, this is around product market fit, and this will vary by company. And you are right; there needs to be definition. And over time, you know, as you're grooming this scoring system, you'll get clear, and the clearer you can be, the better about defining these and revisiting the definitions. You know, thinking about is it in our target market? Listing those target markets. You can't be everything to everyone. Well, so the target market is key. You know, depending on what you're selling. You know, certainly capacity and ability for you to serve could be real. I mean, I've been part of organizations where we've scaled too early. I've been part of organizations where we weren't scaling fast enough.",{"type":27,"tag":36,"props":328,"children":329},{},[330],{"type":33,"value":331},"Bethany Ibarra  38:32  ",{"type":27,"tag":36,"props":333,"children":334},{},[335],{"type":33,"value":336},"You know, so understanding you know capacity and what you can service and how you can service it, you know, that'll set your company up and the customer on the other end for delight or demise. You know pretty quickly, and then there's other elements that matter to your business. You know if you are, you know, selling a a software platform and there's a new strategic feature that you just launched, maybe you want to tag that in the scoring system because you really want to get a higher degree of installed base using that as quick as possible to optimize it. That could be an example. If you're at an engineering services company, maybe there's an upskilling opportunity that your engineers really want to lean into. Tag that. So this is there is nuance that needs to marry back to your business your product market so you can be aligned with the right opportunities and that's the sales process and then we can talk about the third score in a minute when after they become a customer.",{"type":27,"tag":36,"props":338,"children":339},{},[340],{"type":33,"value":341},"Kerry Guard  39:39  ",{"type":27,"tag":36,"props":343,"children":344},{},[345],{"type":33,"value":346},"yeah let's hold for here for a second because I have lots of questions. I want to pull up for everybody just so we're all remind like just friendly reminder of what we're talking about because Matthew, you just went through a killer list of how to score a prospect through the whole system from qualifying them as a. Down to a actual potential buyer, depending on all of these attributes, and I think that there is and and she meant Bethany mentioned a bit of automation here from a lead scoring standpoint versus human manipulation and how those play a role. I want to like be sort of obnoxious about this because I feel like so many companies get, as we like to say, lost in sauce. Feeling feeling that vibe that you mentioned earlier. I'm working with one client right now. They're an enterprise cybersecurity client, and when we started working with them, we've been working with them for a few years. Well, we got to meet with the with this chief product officer last year, and he was so it was the first time that we ever had such clarity around leadership priorities. They were so clear; it was like a drumbeat. He had to say it a couple. He had to show up to multiple meetings and say it a couple times before it, like again, seven times. You got to hear things seven times before it sinks in. But it was enterprise, North America, and one of their products. We want to sell this product into enterprise clients in North America. Now, if anything else happens around that, somewhat fine. But my budget for digital marketing needs to go against these three things: ready and go. Right, so wow, did that make our lives so much easier in terms of being able to tell that story? And then I don't know what the lead scoring was in the back end, but we were able to really hone and go at get after it, so thank you to that client, and I would totally encourage you all, you know, to show up every once in a while, just as a as a CMO, CPO, show up to your vendors, be very clear. This is what we're trying to trying to make happen here. I found that really helpful, Bethany. But that is really unusual for us to hear that level of clarity on our on down to that down to our level, right? We're a very small piece of the pie. We're digital ads and SEO, right? So very very small piece of like the full ecosystem of an enterprise Titanic trying to move through the ocean here and pick up revenue from your standpoint. Is that level of clarity? Is that drumbeat really what should be happening? Is it happening? Why isn't it happening? Tell me more around. You were very clear around these attributes, and so like how how much do we try these tie these attributes to those leadership priorities?",{"type":27,"tag":36,"props":348,"children":349},{},[350],{"type":33,"value":351},"Bethany Ibarra  42:40  ",{"type":27,"tag":36,"props":353,"children":354},{},[355],{"type":33,"value":356},"Well, they have to be tied. They it is not optional for them to be fractured, and it needs to come from leadership. This isn't a groundswell grassroots initiative that would be you know great attempt, but not very fruitful in driving results. So it has to come from leadership. I've been in businesses where, you know, the extreme clarity on who your target buyers were didn't necessarily require a bunch of scoring. You know, if you know I was managing the cable companies in the United States, you can most people can probably, even if they don't live in a market where Comcast sells or Spectrum Mobile, they could do a quick internet search and find, you know, the seven or eight cable companies that service the United States of America. So, however, and then you may have a team just thinking about one really large behemoth key account or enterprise, I will still caution you though that team has finite capacity to capitalize on the maximum amount of P and L outcomes as possible. So even in those environments, there was some different vocabulary around this qualification prioritization. It might look like a deal review. That's usually what it would be called because you would have these large key account teams, and make no mistake, they understand as an organization because there's finite investment to spend on pulsing demand in different key accounts, Verizon versus Comcast. You know, pick pick a big behemoth organization, and they, you know, there was a macro prioritization at, you know, different roles in different companies, but at that top line revenue leader for that division or that market, he or she was meeting cross-functionally with those key account P and L owners, with finance in the room, with legal usually in the room, and they were absolutely doing a you know more financial analysis view. With they had tons of clarity about what success looked like. They weren't necessarily. Having the teams ingest into a pipeline process, like I'm describing with a CRM, where scores are being tabulated and communicating out in a dashboard, because the business had a different topography, but the same concept was being applied.",{"type":27,"tag":36,"props":358,"children":359},{},[360],{"type":33,"value":361},"Kerry Guard  45:17  ",{"type":27,"tag":36,"props":363,"children":364},{},[365],{"type":33,"value":366},"A ladder up to it, though.",{"type":27,"tag":36,"props":368,"children":369},{},[370],{"type":33,"value":371},"Bethany Ibarra  45:19  ",{"type":27,"tag":36,"props":373,"children":374},{},[375],{"type":33,"value":376},"Correct.",{"type":27,"tag":36,"props":378,"children":379},{},[380],{"type":33,"value":381},"Kerry Guard  45:19  ",{"type":27,"tag":36,"props":383,"children":384},{},[385],{"type":33,"value":386},"We all got to work towards the same thing, I think that's so incredibly helpful, and I don't know that it's done enough, especially when you have teams that are trying to all work for different things and trying to get different things done. But I just found that so helpful, and I find the scoring system that you're talking about really simple and helpful too, especially from the financial piece. I don't know that we always look at desirability to pay and cash on hand. Like, I guess the question becomes, Bethany, the quality over quantity piece. Like, when marketing is being screamed at to deliver more leads, at what cost?",{"type":27,"tag":36,"props":388,"children":389},{},[390],{"type":33,"value":391},"Bethany Ibarra  46:00  ",{"type":27,"tag":36,"props":393,"children":394},{},[395],{"type":33,"value":396},"Yeah. Yeah, I mean, this is a communication framework to be able to describe what good looks like. Yeah, I we've all been in that confusing meeting where you know the president of a division or the leader of a division is you know do better, do more good. I mean, they're using these generic. What do you mean? I want to do better and good and excellent, but yeah. So you know, being able to pull up a report and say, you know, the the 25 qualification clients that are in our qualification pipeline right now, you know, you know, 75% of them are startups. Their ability to pay is attributed very low. Let's look at why. What are those keywords that we're buying? Why are we fishing in those ponds? You know, it allows you an ability to engage with marketing with specificity. It doesn't mean that it solves the problem. These are frameworks. These are tools to add efficiency and help optimize decision making. They aren't the solution. They're tools because people run business, not frameworks.",{"type":27,"tag":36,"props":398,"children":399},{},[400],{"type":33,"value":401},"Kerry Guard  47:12  ",{"type":27,"tag":36,"props":403,"children":404},{},[405],{"type":33,"value":406},"My last question for you, Bethany. I'm so sorry we're up to the wire here. I might have to have you back on, or I'm my plan, y'all. I'm having all this. You may have noticed a pattern, if you will, that there's CROs joining my podcast because they are a missing piece to the marketing puzzle, and I am here for it. And we are going to pull in some of these folks and have a round table. This is definitely a hot topic. I could see as a potential of really digging into this. So stay tuned on that. So last question for you, Bethany, is around you have the human manipulation piece, you have this framework, but you have a mega huge sales team in an enterprise organization. How do you marry these two things together with such intent that you don't a have a leakage problem where the wrong leads are falling out, and or the right leads are falling out, and the wrong ones are getting in. And how do you help them from a you know they have their own personal goals that they're being held to, right? So how do you help them see both the value for themselves as well as the company to to follow the framework, please.",{"type":27,"tag":36,"props":408,"children":409},{},[410],{"type":33,"value":411},"Bethany Ibarra  48:27  ",{"type":27,"tag":36,"props":413,"children":414},{},[415],{"type":33,"value":416},"Yeah, no, certainly there is alignment on everyone involved is trying to you know, and here's where the magic happens when you're in a business where the same team follows the client through the entire journey. The team that negotiates the MSA with all those terms, they live with those terms and operate them for years to come. No one is trying to make mistakes, but once you feel that mistake in practice, you know maybe there's a reason I should have negotiated in that 30 payment terms instead of net 60 because now when I go to get my quarterly commission, it's not looking so hot because there's this big delay here. So I mean, feeling that you know certainly that I love people who've worked in that methodology. Now certainly not every enterprise is organized that way from the sales organization. They call it functional organization, and there's reasons for it, and they make sense. A lot of SaaS companies are organized functionally, where a different team that qualifies or does net new client acquisition hands over to an account manager or client success team. Why? Because they're closing off, you know, at times a multi-year subscription. So fracturing a bit of that experience, there's some tolerance for that. If you're in an organization, you know, like I described, where you're, you know, managing. A whole portfolio of purpose-built products for a large enterprise that get launched and designed and developed, you know, handing that over to different teams. That's not going to be a good customer experience. So, how do you how do you omit this? You have to have it directly tied to your CRM. This isn't a spreadsheet. You know, it has to be in all the reporting. It has to be communicated weekly. It has to be, you know, these go-to-market dashboards. You know, a dashboard could be as simple. You know, Google Studio, Looker Studio. It doesn't have to be some expensive, complex Tableau BI layer, although it could be depending on the organization, but the key is it has to be transmitted and publicly shared every week. So the sales rep's name, or the account executive is, or the P and L owner, if it's you know a big enough division, is next to their list of deals with their prioritization, you know this isn't just sitting back in a team meeting behind virtual closed doors.",{"type":27,"tag":36,"props":418,"children":419},{},[420],{"type":33,"value":421},"Kerry Guard  51:08  ",{"type":27,"tag":36,"props":423,"children":424},{},[425],{"type":33,"value":426},"Accountability,",{"type":27,"tag":36,"props":428,"children":429},{},[430],{"type":33,"value":431},"Bethany Ibarra  51:10  ",{"type":27,"tag":36,"props":433,"children":434},{},[435],{"type":33,"value":436},"accountability.",{"type":27,"tag":36,"props":438,"children":439},{},[440],{"type":33,"value":441},"Kerry Guard  51:12  ",{"type":27,"tag":36,"props":443,"children":444},{},[445],{"type":33,"value":446},"Yeah, your name is against a thing, and you got to talk about it pretty much every day. That's gonna really help solidify the process and get everybody on board with following it, so that they don't keep seeing their name.",{"type":27,"tag":36,"props":448,"children":449},{},[450],{"type":33,"value":451},"Bethany Ibarra  51:26  ",{"type":27,"tag":36,"props":453,"children":454},{},[455],{"type":33,"value":456},"And it's not about shame and blame. It's about no, no,",{"type":27,"tag":36,"props":458,"children":459},{},[460],{"type":33,"value":461},"Kerry Guard  51:30  ",{"type":27,"tag":36,"props":463,"children":464},{},[465],{"type":33,"value":466},"no",{"type":27,"tag":36,"props":468,"children":469},{},[470],{"type":33,"value":471},"Bethany Ibarra  51:31  ",{"type":27,"tag":36,"props":473,"children":474},{},[475],{"type":33,"value":476},"understanding where we are with our you know, so we can forecast accurately, so we can provide predictability to not just ourselves but our customers, you know, our making ourselves inefficient doesn't help your customers either. You know, they need lean, mean fighting machines. That's what they're looking for,",{"type":27,"tag":36,"props":478,"children":479},{},[480],{"type":33,"value":481},"Kerry Guard  51:51  ",{"type":27,"tag":36,"props":483,"children":484},{},[485],{"type":33,"value":486},"and they deserve it. They deserve. They have tough jobs for sure. We're here to make it better. Let me recap here, Bethany, and then give you the last word here in case we missed anything, or double down, or correct me if I'm wrong. I love being corrected. I'm here for it. But it sounds like you need to first and foremost make sure you have true product market fit (PMF) Know your ideal customer and know how to bring value to them inside and out because that will bring value back to the customer, your CLV. In terms of how you do that from a scoring standpoint, is you want to make sure that you can do the automation piece first from your leads, easily qualify them against your company priorities, and then the human element comes into play to really understand where they are in the buying cycle and if they need this thing right now, and how much energy to essentially give it, depending on whether they're ready or not. I simplified the malarkey out of this, Bethany, but I feel like that's sort of the hierarchy of how to get started. Last piece of advice for folks like who maybe had a bad experience with scoring and bailed on it, or maybe they're just trying to get started. Where would you tell them? How would you help them get back on the horse?",{"type":27,"tag":36,"props":488,"children":489},{},[490],{"type":33,"value":491},"Bethany Ibarra  53:10  ",{"type":27,"tag":36,"props":493,"children":494},{},[495],{"type":33,"value":496},"The attention and time spent on clarifying and defining what each score means, and you know, no more than one, two, or three per element. You know, once you start seeing frameworks where there's so much context that you know someone's going to stop even reading by the time they get to the fourth variable, they're going to forget what it means. You know, and and if it is tied to your company goals and you're clear about, like you described to this product owner who was so crystal clear. If that's being repeated and that drumbeat is going on, that of course you know needs to marry in with your scoring. You know, remember this is not the outcome. It is to help make you more efficient in driving the right outcomes. You know, driving value. I'll end it with driving value throughout this process. That's what you want these people thinking about, and you want them thinking about it on the opportunities that make the most sense for the market, for the company, and for them, because it's their time. They only have so much time in a given week as well, and ultimately you're honoring your employees when they're clear about what their priorities are.",{"type":27,"tag":36,"props":498,"children":499},{},[500],{"type":33,"value":501},"Kerry Guard  54:36  ",{"type":27,"tag":36,"props":503,"children":504},{},[505],{"type":33,"value":506},"Clear is kind. Unclear is unkind. Thank you so much, Bethany. How can where can people find you?",{"type":27,"tag":36,"props":508,"children":509},{},[510],{"type":33,"value":511},"Bethany Ibarra  54:41  ",{"type":27,"tag":36,"props":513,"children":514},{},[515],{"type":33,"value":516},"Agreed. I am on LinkedIn, so I will drop that if you don't already have that. Certainly, find me on LinkedIn. I have. I'm going to put my personal email in there as well. So reach out. I love to connect with people and share ideas and hear what's going on out. Market curiosity quotient. Keep learning.",{"type":27,"tag":36,"props":518,"children":519},{},[520],{"type":33,"value":521},"Kerry Guard  55:03  ",{"type":27,"tag":36,"props":523,"children":524},{},[525],{"type":33,"value":526},"I am going to drop this framework where we'll write a blog post about it, and we'll write up Bethany's sort of high levels. You can have the key takeaways because she dropped in so many key attributes around each aspect. And I want to make sure you all have that sort of simplified into like a one pager. So you take that with you and run with it. I think scoring is really powerful when used properly and not overdone. And so I am here for it. I'm here for it. Thank you so much, Bethany. Before we close out, you are more than a CRO. You're more than a marketer. What what new hobbies have you picked up in the last few years since the turn of the world of COVID being sent into you know the isolation piece and or maybe coming out of it and feeling like I can go do this thing that I haven't done in a while. Let's yeah.",{"type":27,"tag":36,"props":528,"children":529},{},[530],{"type":33,"value":531},"Kerry Guard  55:52  ",{"type":27,"tag":36,"props":533,"children":534},{},[535],{"type":33,"value":536},"What do you love to do in your free time?",{"type":27,"tag":36,"props":538,"children":539},{},[540],{"type":33,"value":541},"Bethany Ibarra  55:52  ",{"type":27,"tag":36,"props":543,"children":544},{},[545],{"type":33,"value":546},"One of my big personal goals, and I've started to have some outcomes is being more involved in person with professional organizations and networking organizations, so I've started to attend more of them. I've met some, you know, incredibly intelligent, smart people doing big things and small things in the world, and that energy and that live dialog. I'm intentionally spending more time joining business councils and local organizations, and that's something that I'm excited to keep growing and proliferating. Connection, connecting,",{"type":27,"tag":36,"props":548,"children":549},{},[550],{"type":33,"value":551},"Kerry Guard  56:31  ",{"type":27,"tag":36,"props":553,"children":554},{},[555],{"type":33,"value":556},"yes, yes, connection. So key, so key. Coming out of the pandemic, I love that. What an inspiration, Bethany. I'm so grateful. Thank you again. Thank you to our listeners. If you like this episode, please like, subscribe, and share. This episode was brought to you by MKG Marketing, the digital marketing each that helps complex brands get found via SEO and digital ads. It's hosted by me, Kerry Guard, CEO and co-founder of MKG Marketing. And if you'd like to be a guest, please visit mkgmarking.com to apply. Bethany, thank you again. So good,",{"type":27,"tag":36,"props":558,"children":559},{},[560],{"type":33,"value":561},"Bethany Ibarra  57:04  ",{"type":27,"tag":36,"props":563,"children":564},{},[565],{"type":33,"value":566},"Thanks Kerry. Have a great rest of your evening.",{"type":27,"tag":36,"props":568,"children":569},{},[570],{"type":33,"value":571},"Kerry Guard  57:07  ",{"type":27,"tag":36,"props":573,"children":574},{},[575],{"type":33,"value":576},"You too. You too.",{"title":7,"searchDepth":578,"depth":578,"links":579},2,[580,581],{"id":30,"depth":578,"text":34},{"id":43,"depth":578,"text":46},"markdown","content:podcasts:marketing-leaders:bethany-ibarra-on-why-pipeline-is-a-process.md","content","podcasts/marketing-leaders/bethany-ibarra-on-why-pipeline-is-a-process.md","podcasts/marketing-leaders/bethany-ibarra-on-why-pipeline-is-a-process","md",[589,1120,1559,1955,2319],{"_path":590,"_dir":591,"_draft":6,"_partial":6,"_locale":7,"title":592,"description":593,"date":594,"img":595,"imgAlt":596,"body":597,"_type":582,"_id":1116,"_source":584,"_file":1117,"_stem":1118,"_extension":587,"category":591,"minutes":1119},"/blog/seo/is-ai-content-bad-for-seo-how-to-scale-traffic-without-sacrificing-rankings","seo","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":598,"toc":1099},[599,612,622,627,654,659,664,689,701,706,712,717,727,746,755,760,769,788,794,804,809,814,823,834,844,856,861,870,875,884,889,907,916,921,937,950,962,974,986,991,1014,1023,1034,1039,1051,1057],{"type":27,"tag":36,"props":600,"children":601},{},[602,604,610],{"type":33,"value":603},"Let’s answer the question on every marketing leader’s mind right away: ",{"type":27,"tag":605,"props":606,"children":607},"strong",{},[608],{"type":33,"value":609},"No, AI content is not inherently bad for SEO.",{"type":33,"value":611}," 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":613,"children":614},{},[615,617],{"type":33,"value":616},"However, there is a massive caveat that every modern CMO and VP of Marketing must understand: ",{"type":27,"tag":605,"props":618,"children":619},{},[620],{"type":33,"value":621},"publishing unedited, mass-produced AI text is a fast track to losing traffic.",{"type":27,"tag":36,"props":623,"children":624},{},[625],{"type":33,"value":626},"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":628,"children":629},{},[630,632,637,639,645,647,652],{"type":33,"value":631},"So, ",{"type":27,"tag":605,"props":633,"children":634},{},[635],{"type":33,"value":636},"does AI-generated content impact SEO?",{"type":33,"value":638}," Absolutely—for better or for worse depending entirely on ",{"type":27,"tag":640,"props":641,"children":642},"em",{},[643],{"type":33,"value":644},"how",{"type":33,"value":646}," 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":648,"props":649,"children":651},"img",{"alt":7,"src":650},"https://assets.mkgmarketinginc.com/e5fe90d6-da9d-42d8-8ca3-5c601eb33fc8-ai-content-bad-for-seo-1.png",[],{"type":33,"value":653},"What Google Actually Cites About AI-Generated Content",{"type":27,"tag":36,"props":655,"children":656},{},[657],{"type":33,"value":658},"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":660,"children":661},{},[662],{"type":33,"value":663},"Both approaches are flawed. Google’s position on AI content is clear and consistent:",{"type":27,"tag":665,"props":666,"children":667},"ul",{},[668,679],{"type":27,"tag":669,"props":670,"children":671},"li",{},[672,677],{"type":27,"tag":605,"props":673,"children":674},{},[675],{"type":33,"value":676},"Intent matters over medium:",{"type":33,"value":678}," 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":669,"props":680,"children":681},{},[682,687],{"type":27,"tag":605,"props":683,"children":684},{},[685],{"type":33,"value":686},"Quality is the ultimate benchmark:",{"type":33,"value":688}," 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":690,"children":691},{},[692,694,699],{"type":33,"value":693},"This distinction rests on Google’s ",{"type":27,"tag":605,"props":695,"children":696},{},[697],{"type":33,"value":698},"E-E-A-T framework",{"type":33,"value":700},": Experience, Expertise, Authoritativeness, and Trustworthiness.",{"type":27,"tag":36,"props":702,"children":703},{},[704],{"type":33,"value":705},"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":707,"children":709},{"id":708},"why-copy-pasting-ai-copy-destroys-your-organic-traffic",[710],{"type":33,"value":711},"Why Copy-Pasting AI Copy Destroys Your Organic Traffic",{"type":27,"tag":36,"props":713,"children":714},{},[715],{"type":33,"value":716},"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":718,"props":719,"children":721},"h3",{"id":720},"_1-the-information-gain-problem",[722],{"type":27,"tag":605,"props":723,"children":724},{},[725],{"type":33,"value":726},"1. The Information Gain Problem",{"type":27,"tag":36,"props":728,"children":729},{},[730,732,737,739,744],{"type":33,"value":731},"Search engine algorithms are increasingly prioritizing ",{"type":27,"tag":605,"props":733,"children":734},{},[735],{"type":33,"value":736},"Information Gain",{"type":33,"value":738},"—a metric that measures whether a piece of content adds ",{"type":27,"tag":640,"props":740,"children":741},{},[742],{"type":33,"value":743},"new",{"type":33,"value":745}," 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":718,"props":747,"children":749},{"id":748},"_2-hallucinations-and-brand-risk",[750],{"type":27,"tag":605,"props":751,"children":752},{},[753],{"type":33,"value":754},"2. Hallucinations and Brand Risk",{"type":27,"tag":36,"props":756,"children":757},{},[758],{"type":33,"value":759},"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":718,"props":761,"children":763},{"id":762},"_3-the-homogenization-of-brand-voice",[764],{"type":27,"tag":605,"props":765,"children":766},{},[767],{"type":33,"value":768},"3. The Homogenization of Brand Voice",{"type":27,"tag":36,"props":770,"children":771},{},[772,774,779,781,786],{"type":33,"value":773},"B2B tech buyers are sophisticated. They can spot low-effort, synthetic writing instantly. Text bloated with hollow transitions (",{"type":27,"tag":640,"props":775,"children":776},{},[777],{"type":33,"value":778},"\"In today's fast-paced digital landscape...\"",{"type":33,"value":780}," or ",{"type":27,"tag":640,"props":782,"children":783},{},[784],{"type":33,"value":785},"\"It is crucial to leverage...\"",{"type":33,"value":787},") 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":789,"children":791},{"id":790},"expert-insight-from-mkg-marketing",[792],{"type":33,"value":793},"Expert Insight from MKG Marketing:",{"type":27,"tag":36,"props":795,"children":796},{},[797,802],{"type":27,"tag":640,"props":798,"children":799},{},[800],{"type":33,"value":801},"\"",{"type":33,"value":803},"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":805,"children":806},{},[807],{"type":33,"value":808},"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":810,"children":811},{},[812],{"type":33,"value":813},"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":815,"children":816},{},[817,819],{"type":33,"value":818},"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":640,"props":820,"children":821},{},[822],{"type":33,"value":801},{"type":27,"tag":36,"props":824,"children":825},{},[826,828,832],{"type":33,"value":827},"— ",{"type":27,"tag":605,"props":829,"children":830},{},[831],{"type":33,"value":20},{"type":33,"value":833},", CEO of MKG Marketing",{"type":27,"tag":28,"props":835,"children":837},{"id":836},"how-to-safely-use-ai-as-a-marketing-assistant-not-a-lead-strategist",[838,842],{"type":27,"tag":648,"props":839,"children":841},{"alt":7,"src":840},"https://assets.mkgmarketinginc.com/c8d0926d-82b9-42f9-85f4-3c433da82d78-ai-content-bad-for-seo-2.png",[],{"type":33,"value":843},"How to Safely Use AI as a Marketing Assistant (Not a Lead Strategist)",{"type":27,"tag":36,"props":845,"children":846},{},[847,849,854],{"type":33,"value":848},"To succeed in search today, modern tech companies don't need to abandon AI; they need to integrate it into a ",{"type":27,"tag":605,"props":850,"children":851},{},[852],{"type":33,"value":853},"human-led editorial workflow",{"type":33,"value":855},". 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":857,"children":858},{},[859],{"type":33,"value":860},"Here is how high-growth organizations use AI tools safely without putting their search performance at risk:",{"type":27,"tag":718,"props":862,"children":864},{"id":863},"_1-accelerate-research-and-formatting",[865],{"type":27,"tag":605,"props":866,"children":867},{},[868],{"type":33,"value":869},"1. Accelerate Research and Formatting",{"type":27,"tag":36,"props":871,"children":872},{},[873],{"type":33,"value":874},"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":718,"props":876,"children":878},{"id":877},"_2-inject-proprietary-data-and-human-storytelling",[879],{"type":27,"tag":605,"props":880,"children":881},{},[882],{"type":33,"value":883},"2. Inject Proprietary Data and Human Storytelling",{"type":27,"tag":36,"props":885,"children":886},{},[887],{"type":33,"value":888},"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":665,"props":890,"children":891},{},[892,897,902],{"type":27,"tag":669,"props":893,"children":894},{},[895],{"type":33,"value":896},"Customer case studies and real implementation metrics.",{"type":27,"tag":669,"props":898,"children":899},{},[900],{"type":33,"value":901},"Direct quotes from internal product architects or sales engineers.",{"type":27,"tag":669,"props":903,"children":904},{},[905],{"type":33,"value":906},"Unique takeaways or counter-intuitive opinions that challenge status-quo industry advice.",{"type":27,"tag":718,"props":908,"children":910},{"id":909},"_3-rigorous-fact-checking-and-editorial-oversight",[911],{"type":27,"tag":605,"props":912,"children":913},{},[914],{"type":33,"value":915},"3. Rigorous Fact-Checking and Editorial Oversight",{"type":27,"tag":36,"props":917,"children":918},{},[919],{"type":33,"value":920},"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":922,"children":923},{},[924,926,935],{"type":33,"value":925},"Want to see how your current search strategy measures up against the latest engine updates? Explore our comprehensive",{"type":27,"tag":927,"props":928,"children":932},"a",{"href":929,"rel":930},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-visibility-optimization/",[931],"nofollow",[933],{"type":33,"value":934}," Search Visibility Optimization (SVO) services",{"type":33,"value":936}," or book an initial search strategy review with our senior team today.",{"type":27,"tag":28,"props":938,"children":940},{"id":939},"beyond-traditional-seo-preparing-for-search-visibility-optimization-svo",[941,945],{"type":27,"tag":648,"props":942,"children":944},{"alt":7,"src":943},"https://assets.mkgmarketinginc.com/2cd275b2-b56c-4864-b728-e18e54f45370-ai-content-bad-for-seo-3.png",[],{"type":27,"tag":605,"props":946,"children":947},{},[948],{"type":33,"value":949},"Beyond Traditional SEO: Preparing for Search Visibility Optimization (SVO)",{"type":27,"tag":36,"props":951,"children":952},{},[953,955,960],{"type":33,"value":954},"The debate over whether AI-generated content ",{"type":27,"tag":605,"props":956,"children":957},{},[958],{"type":33,"value":959},"is good for seo",{"type":33,"value":961}," 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":963,"children":964},{},[965,967,972],{"type":33,"value":966},"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":605,"props":968,"children":969},{},[970],{"type":33,"value":971},"total brand visibility",{"type":33,"value":973}," across AI search models and traditional engines alike.",{"type":27,"tag":36,"props":975,"children":976},{},[977,979,984],{"type":33,"value":978},"This evolution is what we call ",{"type":27,"tag":605,"props":980,"children":981},{},[982],{"type":33,"value":983},"Search Visibility Optimization (SVO)",{"type":33,"value":985},".",{"type":27,"tag":36,"props":987,"children":988},{},[989],{"type":33,"value":990},"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":992,"children":993},{},[994,996,1003,1005,1012],{"type":33,"value":995},"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":927,"props":997,"children":1000},{"href":998,"rel":999},"https://www.google.com/search?q=https://mkgmarketinginc.com/services/digital-advertising/",[931],[1001],{"type":33,"value":1002}," Digital Advertising",{"type":33,"value":1004}," and measuring true user journeys through robust",{"type":27,"tag":927,"props":1006,"children":1009},{"href":1007,"rel":1008},"https://www.google.com/search?q=https://mkgmarketinginc.com/services/analytics/",[931],[1010],{"type":33,"value":1011}," Digital Analytics",{"type":33,"value":1013}," ensures your marketing engine generates pipeline—not just empty clicks.",{"type":27,"tag":28,"props":1015,"children":1017},{"id":1016},"summary-adapting-your-search-engine-strategy-for-long-term-growth",[1018],{"type":27,"tag":605,"props":1019,"children":1020},{},[1021],{"type":33,"value":1022},"Summary: Adapting Your Search Engine Strategy for Long-Term Growth",{"type":27,"tag":36,"props":1024,"children":1025},{},[1026,1028,1032],{"type":33,"value":1027},"To recap: ",{"type":27,"tag":605,"props":1029,"children":1030},{},[1031],{"type":33,"value":636},{"type":33,"value":1033}," 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":1035,"children":1036},{},[1037],{"type":33,"value":1038},"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":1040,"children":1041},{},[1042,1044,1049],{"type":33,"value":1043},"At ",{"type":27,"tag":605,"props":1045,"children":1046},{},[1047],{"type":33,"value":1048},"MKG Marketing",{"type":33,"value":1050},", 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":1052,"children":1054},{"id":1053},"ready-to-build-a-future-proof-search-strategy",[1055],{"type":33,"value":1056},"Ready to Build a Future-Proof Search Strategy?",{"type":27,"tag":665,"props":1058,"children":1059},{},[1060,1072,1086],{"type":27,"tag":669,"props":1061,"children":1062},{},[1063,1065,1071],{"type":33,"value":1064},"Learn how our senior-led team can audit and elevate your organic reach.",{"type":27,"tag":927,"props":1066,"children":1068},{"href":929,"rel":1067},[931],[1069],{"type":33,"value":1070}," Explore our Search Visibility Optimization (SVO) Services & Strategy Reviews",{"type":33,"value":985},{"type":27,"tag":669,"props":1073,"children":1074},{},[1075,1077,1084],{"type":33,"value":1076},"Have immediate questions about your traffic or upcoming search updates?",{"type":27,"tag":927,"props":1078,"children":1081},{"href":1079,"rel":1080},"https://mkgmarketinginc.com/contact/",[931],[1082],{"type":33,"value":1083}," Contact the MKG Marketing Team directly",{"type":33,"value":1085}," to schedule a consultation.",{"type":27,"tag":669,"props":1087,"children":1088},{},[1089,1091,1098],{"type":33,"value":1090},"Want to dive deeper into modern search trends? Read our latest guide:",{"type":27,"tag":927,"props":1092,"children":1095},{"href":1093,"rel":1094},"https://mkgmarketinginc.com/blog/",[931],[1096],{"type":33,"value":1097}," Beyond Last-Click: How to Measure Marketing Influence in an AI-First World",{"type":33,"value":985},{"title":7,"searchDepth":578,"depth":578,"links":1100},[1101,1107,1108,1113,1114,1115],{"id":708,"depth":578,"text":711,"children":1102},[1103,1105,1106],{"id":720,"depth":1104,"text":726},3,{"id":748,"depth":1104,"text":754},{"id":762,"depth":1104,"text":768},{"id":790,"depth":578,"text":793},{"id":836,"depth":578,"text":843,"children":1109},[1110,1111,1112],{"id":863,"depth":1104,"text":869},{"id":877,"depth":1104,"text":883},{"id":909,"depth":1104,"text":915},{"id":939,"depth":578,"text":949},{"id":1016,"depth":578,"text":1022},{"id":1053,"depth":578,"text":1056},"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",7,{"_path":1121,"_dir":591,"_draft":6,"_partial":6,"_locale":7,"title":1122,"description":1123,"date":1124,"img":1125,"imgAlt":1126,"body":1127,"_type":582,"_id":1556,"_source":584,"_file":1557,"_stem":1558,"_extension":587,"category":591,"minutes":1119},"/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":1128,"toc":1550},[1129,1134,1139,1151,1156,1168,1175,1181,1186,1191,1196,1201,1234,1239,1245,1250,1262,1281,1288,1303,1308,1313,1318,1336,1341,1356,1361,1366,1371,1378,1384,1395,1414,1519,1524,1530,1535,1540,1545],{"type":27,"tag":36,"props":1130,"children":1131},{},[1132],{"type":33,"value":1133},"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":1135,"children":1136},{},[1137],{"type":33,"value":1138},"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":1140,"children":1141},{},[1142,1144,1149],{"type":33,"value":1143},"This is the reality of the ",{"type":27,"tag":605,"props":1145,"children":1146},{},[1147],{"type":33,"value":1148},"founder bottleneck",{"type":33,"value":1150},", and it’s a desert where you cannot function.",{"type":27,"tag":36,"props":1152,"children":1153},{},[1154],{"type":33,"value":1155},"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":1157,"children":1158},{},[1159,1161,1166],{"type":33,"value":1160},"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":605,"props":1162,"children":1163},{},[1164],{"type":33,"value":1165},"random acts of marketing (RAM)",{"type":33,"value":1167}," at midnight and build a growth engine that runs entirely without you.",{"type":27,"tag":36,"props":1169,"children":1170},{},[1171],{"type":27,"tag":648,"props":1172,"children":1174},{"alt":7,"src":1173},"https://assets.mkgmarketinginc.com/45d6c10a-63c3-4a08-8b3d-bb83d71944c2-stop-writing-content-at-midnight-image-1.png",[],{"type":27,"tag":28,"props":1176,"children":1178},{"id":1177},"the-chaos-trap-why-point-solutions-are-killing-your-growth",[1179],{"type":33,"value":1180},"The Chaos Trap: Why Point-Solutions Are Killing Your Growth",{"type":27,"tag":36,"props":1182,"children":1183},{},[1184],{"type":33,"value":1185},"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":1187,"children":1188},{},[1189],{"type":33,"value":1190},"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":1192,"children":1193},{},[1194],{"type":33,"value":1195},"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":1197,"children":1198},{},[1199],{"type":33,"value":1200},"This fragmentation results in three critical failure points for a Series B organization:",{"type":27,"tag":665,"props":1202,"children":1203},{},[1204,1214,1224],{"type":27,"tag":669,"props":1205,"children":1206},{},[1207,1212],{"type":27,"tag":605,"props":1208,"children":1209},{},[1210],{"type":33,"value":1211},"The Velocity Crisis:",{"type":33,"value":1213}," 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":669,"props":1215,"children":1216},{},[1217,1222],{"type":27,"tag":605,"props":1218,"children":1219},{},[1220],{"type":33,"value":1221},"Vanity Metric Overload:",{"type":33,"value":1223}," 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":669,"props":1225,"children":1226},{},[1227,1232],{"type":27,"tag":605,"props":1228,"children":1229},{},[1230],{"type":33,"value":1231},"Strategic Disconnect:",{"type":33,"value":1233}," 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":1235,"children":1236},{},[1237],{"type":33,"value":1238},"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":1240,"children":1242},{"id":1241},"moving-beyond-chaos-to-a-systemized-pipeline",[1243],{"type":33,"value":1244},"Moving Beyond Chaos to a Systemized Pipeline",{"type":27,"tag":36,"props":1246,"children":1247},{},[1248],{"type":33,"value":1249},"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":1251,"children":1252},{},[1253,1255,1260],{"type":33,"value":1254},"This is where the shift to a ",{"type":27,"tag":605,"props":1256,"children":1257},{},[1258],{"type":33,"value":1259},"systemized pipeline",{"type":33,"value":1261}," 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":1263,"children":1264},{},[1265,1267,1272,1274,1279],{"type":33,"value":1266},"A systemized growth engine relies on two foundational pillars: ",{"type":27,"tag":605,"props":1268,"children":1269},{},[1270],{"type":33,"value":1271},"operational control",{"type":33,"value":1273}," and ",{"type":27,"tag":605,"props":1275,"children":1276},{},[1277],{"type":33,"value":1278},"financial predictability",{"type":33,"value":1280},". When these two elements are integrated into your growth strategy, the need for midnight editing vanishes.",{"type":27,"tag":36,"props":1282,"children":1283},{},[1284],{"type":27,"tag":648,"props":1285,"children":1287},{"alt":7,"src":1286},"https://assets.mkgmarketinginc.com/119a49bb-e39d-4d4f-a6d0-983ddb424358-stop-writing-content-at-midnight-image-2.png",[],{"type":27,"tag":665,"props":1289,"children":1290},{},[1291],{"type":27,"tag":669,"props":1292,"children":1293},{},[1294],{"type":27,"tag":718,"props":1295,"children":1297},{"id":1296},"achieving-true-operational-control",[1298],{"type":27,"tag":605,"props":1299,"children":1300},{},[1301],{"type":33,"value":1302},"Achieving True Operational Control",{"type":27,"tag":36,"props":1304,"children":1305},{},[1306],{"type":33,"value":1307},"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":1309,"children":1310},{},[1311],{"type":33,"value":1312},"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":1314,"children":1315},{},[1316],{"type":33,"value":1317},"At any moment, you can look at a single dashboard and see exactly:",{"type":27,"tag":665,"props":1319,"children":1320},{},[1321,1326,1331],{"type":27,"tag":669,"props":1322,"children":1323},{},[1324],{"type":33,"value":1325},"What strategic initiatives are currently in production.",{"type":27,"tag":669,"props":1327,"children":1328},{},[1329],{"type":33,"value":1330},"Who owns the next step of execution (design, copy, technical implementation).",{"type":27,"tag":669,"props":1332,"children":1333},{},[1334],{"type":33,"value":1335},"The precise launch date for every campaign, asset, and distribution channel.",{"type":27,"tag":36,"props":1337,"children":1338},{},[1339],{"type":33,"value":1340},"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":665,"props":1342,"children":1343},{},[1344],{"type":27,"tag":669,"props":1345,"children":1346},{},[1347],{"type":27,"tag":718,"props":1348,"children":1350},{"id":1349},"eliminating-fees-with-transparent-published-pricing",[1351],{"type":27,"tag":605,"props":1352,"children":1353},{},[1354],{"type":33,"value":1355},"Eliminating Fees With Transparent, Published Pricing",{"type":27,"tag":36,"props":1357,"children":1358},{},[1359],{"type":33,"value":1360},"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":1362,"children":1363},{},[1364],{"type":33,"value":1365},"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":1367,"children":1368},{},[1369],{"type":33,"value":1370},"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":1372,"children":1373},{},[1374],{"type":27,"tag":648,"props":1375,"children":1377},{"alt":7,"src":1376},"https://assets.mkgmarketinginc.com/4ecef925-47b0-4868-996d-e40f7f3d2f79-stop-writing-content-at-midnight-image-3.png",[],{"type":27,"tag":28,"props":1379,"children":1381},{"id":1380},"the-execution-playbook-shifting-from-thinker-to-reviewer",[1382],{"type":33,"value":1383},"The Execution Playbook: Shifting From Thinker to Reviewer",{"type":27,"tag":36,"props":1385,"children":1386},{},[1387,1389,1393],{"type":33,"value":1388},"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":640,"props":1390,"children":1391},{},[1392],{"type":33,"value":644},{"type":33,"value":1394}," your insights are extracted and executed.",{"type":27,"tag":36,"props":1396,"children":1397},{},[1398,1400,1405,1407,1412],{"type":33,"value":1399},"You must transition from being the ",{"type":27,"tag":605,"props":1401,"children":1402},{},[1403],{"type":33,"value":1404},"primary creator",{"type":33,"value":1406}," to the ",{"type":27,"tag":605,"props":1408,"children":1409},{},[1410],{"type":33,"value":1411},"strategic reviewer",{"type":33,"value":1413},". Here is how an integrated execution model restructures your workflow to give you your time back:",{"type":27,"tag":1415,"props":1416,"children":1417},"table",{},[1418,1442],{"type":27,"tag":1419,"props":1420,"children":1421},"thead",{},[1422],{"type":27,"tag":1423,"props":1424,"children":1425},"tr",{},[1426,1432,1437],{"type":27,"tag":1427,"props":1428,"children":1429},"th",{},[1430],{"type":33,"value":1431},"Workflow Phase",{"type":27,"tag":1427,"props":1433,"children":1434},{},[1435],{"type":33,"value":1436},"The Legacy Way (Founder as Creator)",{"type":27,"tag":1427,"props":1438,"children":1439},{},[1440],{"type":33,"value":1441},"The Systemized Way (Founder as Reviewer)",{"type":27,"tag":1443,"props":1444,"children":1445},"tbody",{},[1446,1465,1483,1501],{"type":27,"tag":1423,"props":1447,"children":1448},{},[1449,1455,1460],{"type":27,"tag":1450,"props":1451,"children":1452},"td",{},[1453],{"type":33,"value":1454},"Ideation & Strategy",{"type":27,"tag":1450,"props":1456,"children":1457},{},[1458],{"type":33,"value":1459},"Founder spends hours researching keywords and drafting outlines from scratch.",{"type":27,"tag":1450,"props":1461,"children":1462},{},[1463],{"type":33,"value":1464},"Founder records a 10-minute Loom brief outlining core strategic concepts.",{"type":27,"tag":1423,"props":1466,"children":1467},{},[1468,1473,1478],{"type":27,"tag":1450,"props":1469,"children":1470},{},[1471],{"type":33,"value":1472},"Production & Layout",{"type":27,"tag":1450,"props":1474,"children":1475},{},[1476],{"type":33,"value":1477},"Founder routes drafts between isolated freelance writers and graphic designers.",{"type":27,"tag":1450,"props":1479,"children":1480},{},[1481],{"type":33,"value":1482},"Integrated partner handles research, writing, design, and technical setup natively.",{"type":27,"tag":1423,"props":1484,"children":1485},{},[1486,1491,1496],{"type":27,"tag":1450,"props":1487,"children":1488},{},[1489],{"type":33,"value":1490},"Quality Control",{"type":27,"tag":1450,"props":1492,"children":1493},{},[1494],{"type":33,"value":1495},"Founder spends midnights rewriting poor copy and fixing formatting errors.",{"type":27,"tag":1450,"props":1497,"children":1498},{},[1499],{"type":33,"value":1500},"Founder reviews a polished, near-final asset inside an Asana sprint board for approval.",{"type":27,"tag":1423,"props":1502,"children":1503},{},[1504,1509,1514],{"type":27,"tag":1450,"props":1505,"children":1506},{},[1507],{"type":33,"value":1508},"Analytics & Reporting",{"type":27,"tag":1450,"props":1510,"children":1511},{},[1512],{"type":33,"value":1513},"Founder logs into multiple dashboards trying to connect traffic to revenue.",{"type":27,"tag":1450,"props":1515,"children":1516},{},[1517],{"type":33,"value":1518},"Integrated partner delivers a single dashboard showing direct pipeline velocity impact.",{"type":27,"tag":36,"props":1520,"children":1521},{},[1522],{"type":33,"value":1523},"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":1525,"children":1527},{"id":1526},"reclaiming-your-executive-leverage",[1528],{"type":33,"value":1529},"Reclaiming Your Executive Leverage",{"type":27,"tag":36,"props":1531,"children":1532},{},[1533],{"type":33,"value":1534},"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":1536,"children":1537},{},[1538],{"type":33,"value":1539},"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":1541,"children":1542},{},[1543],{"type":33,"value":1544},"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":1546,"children":1547},{},[1548],{"type":33,"value":1549},"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":578,"depth":578,"links":1551},[1552,1553,1554,1555],{"id":1177,"depth":578,"text":1180},{"id":1241,"depth":578,"text":1244},{"id":1380,"depth":578,"text":1383},{"id":1526,"depth":578,"text":1529},"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":1560,"_dir":591,"_draft":6,"_partial":6,"_locale":7,"title":1561,"description":1562,"date":1563,"img":1564,"imgAlt":1565,"body":1566,"_type":582,"_id":1951,"_source":584,"_file":1952,"_stem":1953,"_extension":587,"category":591,"minutes":1954},"/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":1567,"toc":1938},[1568,1573,1578,1583,1588,1593,1599,1604,1610,1615,1620,1625,1632,1638,1654,1659,1758,1764,1776,1781,1787,1792,1804,1811,1817,1822,1840,1846,1851,1856,1862,1867,1875,1887,1910,1915,1922,1928,1933],{"type":27,"tag":36,"props":1569,"children":1570},{},[1571],{"type":33,"value":1572},"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":1574,"children":1575},{},[1576],{"type":33,"value":1577},"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":1579,"children":1580},{},[1581],{"type":33,"value":1582},"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":1584,"children":1585},{},[1586],{"type":33,"value":1587},"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":1589,"children":1590},{},[1591],{"type":33,"value":1592},"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":1594,"children":1596},{"id":1595},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[1597],{"type":33,"value":1598},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":27,"tag":36,"props":1600,"children":1601},{},[1602],{"type":33,"value":1603},"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":1605,"children":1607},{"id":1606},"the-interception-of-educational-search",[1608],{"type":33,"value":1609},"The Interception of Educational Search",{"type":27,"tag":36,"props":1611,"children":1612},{},[1613],{"type":33,"value":1614},"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":1616,"children":1617},{},[1618],{"type":33,"value":1619},"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":1621,"children":1622},{},[1623],{"type":33,"value":1624},"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":1626,"children":1627},{},[1628],{"type":27,"tag":648,"props":1629,"children":1631},{"alt":7,"src":1630},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":27,"tag":28,"props":1633,"children":1635},{"id":1634},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[1636],{"type":33,"value":1637},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":27,"tag":36,"props":1639,"children":1640},{},[1641,1643,1652],{"type":33,"value":1642},"To survive this transition, you must replace click-based attribution with a ",{"type":27,"tag":927,"props":1644,"children":1647},{"href":1645,"rel":1646},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[931],[1648],{"type":27,"tag":605,"props":1649,"children":1650},{},[1651],{"type":33,"value":983},{"type":33,"value":1653}," 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":1655,"children":1656},{},[1657],{"type":33,"value":1658},"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":1415,"props":1660,"children":1661},{},[1662,1683],{"type":27,"tag":1419,"props":1663,"children":1664},{},[1665],{"type":27,"tag":1423,"props":1666,"children":1667},{},[1668,1673,1678],{"type":27,"tag":1427,"props":1669,"children":1670},{},[1671],{"type":33,"value":1672},"Metric Category",{"type":27,"tag":1427,"props":1674,"children":1675},{},[1676],{"type":33,"value":1677},"Legacy Attribution Model",{"type":27,"tag":1427,"props":1679,"children":1680},{},[1681],{"type":33,"value":1682},"SVO Attribution Framework",{"type":27,"tag":1443,"props":1684,"children":1685},{},[1686,1704,1722,1740],{"type":27,"tag":1423,"props":1687,"children":1688},{},[1689,1694,1699],{"type":27,"tag":1450,"props":1690,"children":1691},{},[1692],{"type":33,"value":1693},"Primary Traffic KPI",{"type":27,"tag":1450,"props":1695,"children":1696},{},[1697],{"type":33,"value":1698},"Unique Sessions, Pageviews",{"type":27,"tag":1450,"props":1700,"children":1701},{},[1702],{"type":33,"value":1703},"Influence Without Clicks (Off-site impressions)",{"type":27,"tag":1423,"props":1705,"children":1706},{},[1707,1712,1717],{"type":27,"tag":1450,"props":1708,"children":1709},{},[1710],{"type":33,"value":1711},"Market Share Metric",{"type":27,"tag":1450,"props":1713,"children":1714},{},[1715],{"type":33,"value":1716},"Organic Keyword Share of Voice (SoV)",{"type":27,"tag":1450,"props":1718,"children":1719},{},[1720],{"type":33,"value":1721},"Share of Model (SOM) (Citation frequency)",{"type":27,"tag":1423,"props":1723,"children":1724},{},[1725,1730,1735],{"type":27,"tag":1450,"props":1726,"children":1727},{},[1728],{"type":33,"value":1729},"Attribution Vector",{"type":27,"tag":1450,"props":1731,"children":1732},{},[1733],{"type":33,"value":1734},"Last-Click UTM Parameters, First-Click Cookie",{"type":27,"tag":1450,"props":1736,"children":1737},{},[1738],{"type":33,"value":1739},"CRM-to-Model Pipeline Association",{"type":27,"tag":1423,"props":1741,"children":1742},{},[1743,1748,1753],{"type":27,"tag":1450,"props":1744,"children":1745},{},[1746],{"type":33,"value":1747},"Financial Validation",{"type":27,"tag":1450,"props":1749,"children":1750},{},[1751],{"type":33,"value":1752},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":27,"tag":1450,"props":1754,"children":1755},{},[1756],{"type":33,"value":1757},"Pipeline Velocity, Accelerated Sales Cycles",{"type":27,"tag":718,"props":1759,"children":1761},{"id":1760},"_1-quantifying-share-of-model-som",[1762],{"type":33,"value":1763},"1. Quantifying Share of Model (SOM)",{"type":27,"tag":36,"props":1765,"children":1766},{},[1767,1769,1774],{"type":33,"value":1768},"Just as you historically measured your share of voice on traditional search result pages, you must now measure your ",{"type":27,"tag":605,"props":1770,"children":1771},{},[1772],{"type":33,"value":1773},"Share of Model (SOM)",{"type":33,"value":1775},". 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":1777,"children":1778},{},[1779],{"type":33,"value":1780},"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":718,"props":1782,"children":1784},{"id":1783},"_2-measuring-influence-without-clicks",[1785],{"type":33,"value":1786},"2. Measuring Influence Without Clicks",{"type":27,"tag":36,"props":1788,"children":1789},{},[1790],{"type":33,"value":1791},"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":1793,"children":1794},{},[1795,1797,1802],{"type":33,"value":1796},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":27,"tag":605,"props":1798,"children":1799},{},[1800],{"type":33,"value":1801},"Influence Without Clicks",{"type":33,"value":1803},". Your buyers absorb your brand authority during their initial AI research phase, bypassing your website entirely until they are ready to book a direct sales call.",{"type":27,"tag":36,"props":1805,"children":1806},{},[1807],{"type":27,"tag":648,"props":1808,"children":1810},{"alt":7,"src":1809},"https://assets.mkgmarketinginc.com/9329b26b-2033-4565-8e76-8bd7d88cddec-mkg-blog-beyond-last-click-image-2.png",[],{"type":27,"tag":28,"props":1812,"children":1814},{"id":1813},"building-the-cfo-justification-package",[1815],{"type":33,"value":1816},"Building the CFO-Justification Package",{"type":27,"tag":36,"props":1818,"children":1819},{},[1820],{"type":33,"value":1821},"To defend your marketing budget, you must translate these modern off-site visibility metrics into a language your finance department respects. 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":1823,"children":1824},{},[1825,1827,1832,1834,1839],{"type":33,"value":1826},"Your ",{"type":27,"tag":605,"props":1828,"children":1829},{},[1830],{"type":33,"value":1831},"CFO Justification",{"type":33,"value":1833}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":27,"tag":605,"props":1835,"children":1836},{},[1837],{"type":33,"value":1838},"Pipeline Velocity",{"type":33,"value":985},{"type":27,"tag":718,"props":1841,"children":1843},{"id":1842},"step-1-mapping-the-offline-crm-signal-loop",[1844],{"type":33,"value":1845},"Step 1: Mapping the Offline CRM Signal Loop",{"type":27,"tag":36,"props":1847,"children":1848},{},[1849],{"type":33,"value":1850},"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":1852,"children":1853},{},[1854],{"type":33,"value":1855},"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":718,"props":1857,"children":1859},{"id":1858},"step-2-calculating-pipeline-velocity-impact",[1860],{"type":33,"value":1861},"Step 2: Calculating Pipeline Velocity Impact",{"type":27,"tag":36,"props":1863,"children":1864},{},[1865],{"type":33,"value":1866},"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":1868,"children":1869},{},[1870],{"type":27,"tag":605,"props":1871,"children":1872},{},[1873],{"type":33,"value":1874},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":27,"tag":36,"props":1876,"children":1877},{},[1878,1880,1885],{"type":33,"value":1879},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":27,"tag":640,"props":1881,"children":1882},{},[1883],{"type":33,"value":1884},"before",{"type":33,"value":1886}," 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":665,"props":1888,"children":1889},{},[1890,1900],{"type":27,"tag":669,"props":1891,"children":1892},{},[1893,1898],{"type":27,"tag":605,"props":1894,"children":1895},{},[1896],{"type":33,"value":1897},"Shorter Sales Cycles:",{"type":33,"value":1899}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":27,"tag":669,"props":1901,"children":1902},{},[1903,1908],{"type":27,"tag":605,"props":1904,"children":1905},{},[1906],{"type":33,"value":1907},"Higher Win Rates:",{"type":33,"value":1909}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":27,"tag":36,"props":1911,"children":1912},{},[1913],{"type":33,"value":1914},"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":1916,"children":1917},{},[1918],{"type":27,"tag":648,"props":1919,"children":1921},{"alt":7,"src":1920},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":27,"tag":28,"props":1923,"children":1925},{"id":1924},"summary",[1926],{"type":33,"value":1927},"Summary",{"type":27,"tag":36,"props":1929,"children":1930},{},[1931],{"type":33,"value":1932},"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":1934,"children":1935},{},[1936],{"type":33,"value":1937},"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. Align your metrics with financial reality, demonstrate how off-site authority drives qualified buyer intent, and transform your marketing team into a highly accountable, capital-efficient pipeline engine.",{"title":7,"searchDepth":578,"depth":578,"links":1939},[1940,1941,1942,1946,1950],{"id":1595,"depth":578,"text":1598},{"id":1606,"depth":578,"text":1609},{"id":1634,"depth":578,"text":1637,"children":1943},[1944,1945],{"id":1760,"depth":1104,"text":1763},{"id":1783,"depth":1104,"text":1786},{"id":1813,"depth":578,"text":1816,"children":1947},[1948,1949],{"id":1842,"depth":1104,"text":1845},{"id":1858,"depth":1104,"text":1861},{"id":1924,"depth":578,"text":1927},"content:blog:seo:beyond-last-click-the-board-ready-svo-dashboard.md","blog/seo/beyond-last-click-the-board-ready-svo-dashboard.md","blog/seo/beyond-last-click-the-board-ready-svo-dashboard",6,{"_path":1956,"_dir":591,"_draft":6,"_partial":6,"_locale":7,"title":1957,"description":1958,"date":1959,"imgAlt":1960,"img":1961,"body":1962,"_type":582,"_id":2315,"_source":584,"_file":2316,"_stem":2317,"_extension":587,"category":591,"minutes":2318},"/blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026","Search Visibility Optimization (SVO) Monthly Overview - June 2026","Stay updated on the June 2026 search landscape: Google’s Spam Update, AI Mode’s 1-billion-user shift, GA4 AI attribution, and the rise of zero-click journeys.","2026-07-08T17:14:21.417Z","AI search signals organized into revenue growth","https://assets.mkgmarketinginc.com/0deef299-c7d8-4147-b9ee-16a1e12c7b61-mkg-blog-seo-industry-overview-june-2026.webp",{"type":24,"children":1963,"toc":2299},[1964,1970,2030,2036,2041,2046,2069,2075,2089,2095,2115,2121,2132,2145,2150,2156,2170,2184,2190,2196,2209,2215,2238,2244,2249,2254,2287],{"type":27,"tag":28,"props":1965,"children":1967},{"id":1966},"executive-summary-the-tldr",[1968],{"type":33,"value":1969},"Executive Summary (The TL;DR)",{"type":27,"tag":665,"props":1971,"children":1972},{},[1973,1992,2011],{"type":27,"tag":669,"props":1974,"children":1975},{},[1976,1981,1983,1990],{"type":27,"tag":605,"props":1977,"children":1978},{},[1979],{"type":33,"value":1980},"Algorithmic Consolidation:",{"type":33,"value":1982}," Google executed its ",{"type":27,"tag":927,"props":1984,"children":1987},{"href":1985,"rel":1986},"https://www.seopress.org/newsroom/seo-news/june-2026/",[931],[1988],{"type":33,"value":1989},"June 2026 Spam Update",{"type":33,"value":1991}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":27,"tag":669,"props":1993,"children":1994},{},[1995,2000,2002,2009],{"type":27,"tag":605,"props":1996,"children":1997},{},[1998],{"type":33,"value":1999},"The 1-Billion-User Pivot:",{"type":33,"value":2001}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":27,"tag":927,"props":2003,"children":2006},{"href":2004,"rel":2005},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[931],[2007],{"type":33,"value":2008},"surpassed 1 billion monthly active users",{"type":33,"value":2010},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":27,"tag":669,"props":2012,"children":2013},{},[2014,2019,2021,2028],{"type":27,"tag":605,"props":2015,"children":2016},{},[2017],{"type":33,"value":2018},"Standardized AI Attribution:",{"type":33,"value":2020}," Google Analytics 4 introduced a native ",{"type":27,"tag":927,"props":2022,"children":2025},{"href":2023,"rel":2024},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[931],[2026],{"type":33,"value":2027},"AI assistant channel group",{"type":33,"value":2029},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":27,"tag":28,"props":2031,"children":2033},{"id":2032},"algorithm-technical-seo-updates",[2034],{"type":33,"value":2035},"Algorithm & Technical SEO Updates",{"type":27,"tag":36,"props":2037,"children":2038},{},[2039],{"type":33,"value":2040},"June was defined by quick, back-to-back updates designed to clear low-quality clutter from search results and crack down on sites that use automated shortcuts to fake their authority.",{"type":27,"tag":718,"props":2042,"children":2044},{"id":2043},"june-2026-spam-update",[2045],{"type":33,"value":1989},{"type":27,"tag":36,"props":2047,"children":2048},{},[2049,2051,2058,2060,2067],{"type":33,"value":2050},"Google launched and completed its",{"type":27,"tag":927,"props":2052,"children":2055},{"href":2053,"rel":2054},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[931],[2056],{"type":33,"value":2057}," June 2026 Spam Update",{"type":33,"value":2059}," between June 24 and June 26. Running for just over 48 hours, this global update leveraged the AI-driven SpamBrain system to suppress artificial citation footprints. According to early technical analyses, the ",{"type":27,"tag":927,"props":2061,"children":2064},{"href":2062,"rel":2063},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[931],[2065],{"type":33,"value":2066},"update",{"type":33,"value":2068}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":27,"tag":718,"props":2070,"children":2072},{"id":2071},"may-2026-core-update-conclusion",[2073],{"type":33,"value":2074},"May 2026 Core Update Conclusion",{"type":27,"tag":36,"props":2076,"children":2077},{},[2078,2080,2087],{"type":33,"value":2079},"This rapid spam crackdown followed the",{"type":27,"tag":927,"props":2081,"children":2084},{"href":2082,"rel":2083},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[931],[2085],{"type":33,"value":2086}," May 2026 Core Update",{"type":33,"value":2088},", which officially concluded its 12-day rollout on June 2. The consecutive sequence of these updates indicates Google is tightening its data-filtering thresholds. For Series A–C tech companies, this means programmatic or low-utility content footprints are facing accelerated volatility, directly impacting organic traffic stability and Customer Acquisition Cost (CAC).",{"type":27,"tag":28,"props":2090,"children":2092},{"id":2091},"the-geoaeo-frontier",[2093],{"type":33,"value":2094},"The GEO/AEO Frontier",{"type":27,"tag":36,"props":2096,"children":2097},{},[2098,2105,2106,2113],{"type":27,"tag":927,"props":2099,"children":2102},{"href":2100,"rel":2101},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[931],[2103],{"type":33,"value":2104},"Generative Experience Optimization (GEO)",{"type":33,"value":1273},{"type":27,"tag":927,"props":2107,"children":2110},{"href":2108,"rel":2109},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[931],[2111],{"type":33,"value":2112},"Answer Engine Optimization (AEO)",{"type":33,"value":2114}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":27,"tag":718,"props":2116,"children":2118},{"id":2117},"conversational-ai-scale-behavior",[2119],{"type":33,"value":2120},"Conversational AI Scale & Behavior",{"type":27,"tag":36,"props":2122,"children":2123},{},[2124,2130],{"type":27,"tag":927,"props":2125,"children":2127},{"href":2004,"rel":2126},[931],[2128],{"type":33,"value":2129},"Data",{"type":33,"value":2131}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":27,"tag":665,"props":2133,"children":2134},{},[2135,2140],{"type":27,"tag":669,"props":2136,"children":2137},{},[2138],{"type":33,"value":2139},"Queries in AI Mode average three times as long as traditional searches.",{"type":27,"tag":669,"props":2141,"children":2142},{},[2143],{"type":33,"value":2144},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":27,"tag":36,"props":2146,"children":2147},{},[2148],{"type":33,"value":2149},"However, the impact on organic CTR is consequential. Session analyses show that in 88% of AI Mode tasks, users accept the model's shortlist as-is. More starkly, 74% select the top-ranked recommendation, and 64% click no links at all.",{"type":27,"tag":718,"props":2151,"children":2153},{"id":2152},"citation-bias-and-platform-updates",[2154],{"type":33,"value":2155},"Citation Bias and Platform Updates",{"type":27,"tag":36,"props":2157,"children":2158},{},[2159,2161,2168],{"type":33,"value":2160},"A June data study published on ",{"type":27,"tag":927,"props":2162,"children":2165},{"href":2163,"rel":2164},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[931],[2166],{"type":33,"value":2167},"Search Engine Land",{"type":33,"value":2169}," revealed that while Google's AI Overviews heavily cite listicles and comparison matrices, the engine recommends a brand's direct competitors 69% of the time within those summaries. This highlights a structural bias toward third-party aggregators, earned media, and affiliate domains over a brand’s owned web assets.",{"type":27,"tag":36,"props":2171,"children":2172},{},[2173,2175,2182],{"type":33,"value":2174},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":27,"tag":927,"props":2176,"children":2179},{"href":2177,"rel":2178},"https://releasebot.io/updates/perplexity-ai",[931],[2180],{"type":33,"value":2181},"\"Deep Research in Computer\"",{"type":33,"value":2183}," infrastructure alongside a new Computer Analytics API, enabling B2B enterprises to pull model query data directly into internal reporting stacks such as Snowflake or Hex.",{"type":27,"tag":28,"props":2185,"children":2187},{"id":2186},"strategic-implications-for-leaders",[2188],{"type":33,"value":2189},"Strategic Implications for Leaders",{"type":27,"tag":718,"props":2191,"children":2193},{"id":2192},"what-to-ignore",[2194],{"type":33,"value":2195},"What to Ignore",{"type":27,"tag":665,"props":2197,"children":2198},{},[2199],{"type":27,"tag":669,"props":2200,"children":2201},{},[2202,2207],{"type":27,"tag":605,"props":2203,"children":2204},{},[2205],{"type":33,"value":2206},"Unvalidated \"GEO Hacks\":",{"type":33,"value":2208}," Disregard trending guides advocating for hyper-fragmented content chunking or the forced deployment of llm.txt files to control crawlers. Google’s official generative search optimization documentation explicitly debunked these tactics as low-impact noise. The underlying models prioritize data completeness and human utility, not structural gimmicks.",{"type":27,"tag":718,"props":2210,"children":2212},{"id":2211},"where-to-pivot",[2213],{"type":33,"value":2214},"Where to Pivot",{"type":27,"tag":665,"props":2216,"children":2217},{},[2218,2228],{"type":27,"tag":669,"props":2219,"children":2220},{},[2221,2226],{"type":27,"tag":605,"props":2222,"children":2223},{},[2224],{"type":33,"value":2225},"Audit Your Shared Real Estate:",{"type":33,"value":2227}," Given that AI Overviews favor competitors 69% of the time across aggregate listicles, marketing leaders must pivot budgets from solo blog production toward aggressive digital PR and dominance in affiliate marketplaces. If your brand is not among the top five in external industry roundups, LLMs will systematically omit you from decision-stage queries.",{"type":27,"tag":669,"props":2229,"children":2230},{},[2231,2236],{"type":27,"tag":605,"props":2232,"children":2233},{},[2234],{"type":33,"value":2235},"Configure Native AI Attribution:",{"type":33,"value":2237}," Audit your Google Analytics setup to leverage the new default AI assistant channel group. This ensures your marketing operations team can accurately segment and defend LLM-driven ROI to the board, turning historically \"dark\" referral traffic into clean data.",{"type":27,"tag":28,"props":2239,"children":2241},{"id":2240},"optimize-for-the-future",[2242],{"type":33,"value":2243},"Optimize for the Future",{"type":27,"tag":36,"props":2245,"children":2246},{},[2247],{"type":33,"value":2248},"With more and more AI search sessions resulting in zero clicks, traditional SEO is no longer enough to protect your pipeline. To stay visible, you need a Search Visibility Optimization (SVO) strategy that ensures AI models index, cite, and recommend your brand.",{"type":27,"tag":36,"props":2250,"children":2251},{},[2252],{"type":33,"value":2253},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":27,"tag":665,"props":2255,"children":2256},{},[2257,2267,2277],{"type":27,"tag":669,"props":2258,"children":2259},{},[2260,2265],{"type":27,"tag":605,"props":2261,"children":2262},{},[2263],{"type":33,"value":2264},"AI Search Audits:",{"type":33,"value":2266}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":27,"tag":669,"props":2268,"children":2269},{},[2270,2275],{"type":27,"tag":605,"props":2271,"children":2272},{},[2273],{"type":33,"value":2274},"Technical Site Alignment:",{"type":33,"value":2276}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":27,"tag":669,"props":2278,"children":2279},{},[2280,2285],{"type":27,"tag":605,"props":2281,"children":2282},{},[2283],{"type":33,"value":2284},"Clear Traffic Tracking:",{"type":33,"value":2286}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":27,"tag":36,"props":2288,"children":2289},{},[2290,2292,2298],{"type":33,"value":2291},"To future-proof your digital acquisition engine and lower your CAC,",{"type":27,"tag":927,"props":2293,"children":2295},{"href":1079,"rel":2294},[931],[2296],{"type":33,"value":2297}," Book a Discovery Call with MKG today",{"type":33,"value":985},{"title":7,"searchDepth":578,"depth":578,"links":2300},[2301,2302,2306,2310,2314],{"id":1966,"depth":578,"text":1969},{"id":2032,"depth":578,"text":2035,"children":2303},[2304,2305],{"id":2043,"depth":1104,"text":1989},{"id":2071,"depth":1104,"text":2074},{"id":2091,"depth":578,"text":2094,"children":2307},[2308,2309],{"id":2117,"depth":1104,"text":2120},{"id":2152,"depth":1104,"text":2155},{"id":2186,"depth":578,"text":2189,"children":2311},[2312,2313],{"id":2192,"depth":1104,"text":2195},{"id":2211,"depth":1104,"text":2214},{"id":2240,"depth":578,"text":2243},"content:blog:seo:search-visibility-optimization-svo-monthly-overview-june-2026.md","blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026.md","blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026",4,{"_path":2320,"_dir":591,"_draft":6,"_partial":6,"_locale":7,"title":2321,"description":2322,"date":2323,"img":2324,"imgAlt":2325,"body":2326,"_type":582,"_id":2715,"_source":584,"_file":2716,"_stem":2717,"_extension":587,"category":591,"minutes":2718},"/blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026","The Great Decoupling - Why SaaS SEO Is Changing in 2026","Legacy content strategies are triggering massive traffic drops as AI Overviews intercept informational search volume. ","2026-07-08T16:16:30.271Z","https://assets.mkgmarketinginc.com/91f5449b-4a04-436d-9866-d31810d27c34-mkg-blog-the-great-decoupling-hero-image.webp","web search",{"type":24,"children":2327,"toc":2702},[2328,2333,2338,2343,2348,2353,2358,2364,2369,2375,2380,2385,2390,2396,2408,2413,2418,2425,2431,2445,2450,2549,2554,2559,2566,2572,2577,2582,2588,2604,2627,2632,2638,2643,2660,2665,2671,2676,2681,2688,2692,2697],{"type":27,"tag":36,"props":2329,"children":2330},{},[2331],{"type":33,"value":2332},"Your organic ranking report lands in your inbox and, at first glance, everything looks like a win. Your core informational keywords occupy comfortable spots in the top three positions. Your top-of-funnel blog content is indexing exactly where you planned, and traditional position-tracking tools insist your organic visibility is fully optimized.",{"type":27,"tag":36,"props":2334,"children":2335},{},[2336],{"type":33,"value":2337},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":27,"tag":36,"props":2339,"children":2340},{},[2341],{"type":33,"value":2342},"Organic traffic to your highest-performing marketing assets hasn’t just softened, it has fallen off a cliff. Across your long-standing resource center and educational content hub, incoming visits are down anywhere from 34% to 80%. Lead forms are stagnant, qualified product sign-ups have evaporated, and you’re being held personally responsible for a catastrophic traffic drop that, according to conventional optimization metrics, shouldn’t be happening at all.",{"type":27,"tag":36,"props":2344,"children":2345},{},[2346],{"type":33,"value":2347},"You’re following the standard playbook to the letter. You’re running comprehensive keyword research, targeting high-volume informational queries, optimizing header tags, and building authoritative backlinks. Yet even while you’re doing everything right, your post-funding SaaS growth engine is burning through capital while becoming effectively invisible to your market.",{"type":27,"tag":36,"props":2349,"children":2350},{},[2351],{"type":33,"value":2352},"This is the lived reality of the structural crisis reshaping digital acquisition. The once-direct link between ranking at the top of the SERP and earning human clicks has been fundamentally severed. We’ve entered the era of the great decoupling, where traditional organic search success no longer guarantees actual user discovery.",{"type":27,"tag":36,"props":2354,"children":2355},{},[2356],{"type":33,"value":2357},"If you continue to evaluate marketing performance through the volume-obsessed lens of the past, you’ll end up defending hollow metrics to an executive team that cares only about pipeline. To stop the bleed, you have to understand the specific engineering shifts within modern search networks that intercept your buyers long before they ever reach your domain.",{"type":27,"tag":28,"props":2359,"children":2361},{"id":2360},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[2362],{"type":33,"value":2363},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":27,"tag":36,"props":2365,"children":2366},{},[2367],{"type":33,"value":2368},"The reason your traffic is vanishing while your positions remain intact comes down to a permanent shift in search engine monetization and layout design. Search platforms have transformed from directory indexes that route traffic outward into closed ecosystems designed to answer questions natively.",{"type":27,"tag":718,"props":2370,"children":2372},{"id":2371},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[2373],{"type":33,"value":2374},"1. AI Overviews and the Elimination of the Organic Click",{"type":27,"tag":36,"props":2376,"children":2377},{},[2378],{"type":33,"value":2379},"The primary driver of this sudden drop in visibility is the rapid rollout of AI Overviews (AIO). In the past, when a B2B buyer needed an educational answer—whether they were comparing software compliance architectures or figuring out how to scale their data infrastructure—they would typically click through to a top-ranking SaaS blog post.",{"type":27,"tag":36,"props":2381,"children":2382},{},[2383],{"type":33,"value":2384},"Now, Google intercepts that intent. Organic click-through rates fall sharply on queries where an AI Overview appears. A position-one result that once reliably attracted clicks now captures only a fraction of that traffic, because the generative answer box satisfies the user’s question directly on the results page.",{"type":27,"tag":36,"props":2386,"children":2387},{},[2388],{"type":33,"value":2389},"This shift has sparked an unprecedented collapse in informational queries. Large language models are uniquely suited to ingest, synthesize, and surface educational information. If your marketing strategy is built on high-volume, top-of-funnel keywords, you are effectively competing with the search engine’s own interface. The engine extracts your insights, repackages them as a native text block, and leaves your website with little more than a fleeting impression.",{"type":27,"tag":718,"props":2391,"children":2393},{"id":2392},"_2-the-rise-of-the-zero-click-search",[2394],{"type":33,"value":2395},"2. The Rise of the Zero-Click Search",{"type":27,"tag":36,"props":2397,"children":2398},{},[2399,2401,2406],{"type":33,"value":2400},"This monetization behavior has accelerated the prevalence of the ",{"type":27,"tag":605,"props":2402,"children":2403},{},[2404],{"type":33,"value":2405},"Zero-Click Search",{"type":33,"value":2407},". Fresh market data show an undeniable trend: the vast majority of standard informational web searches now end without a single click to an external website. Buyers get their answer, end their browsing session, and move on.",{"type":27,"tag":36,"props":2409,"children":2410},{},[2411],{"type":33,"value":2412},"Worse yet, the links embedded within generative summaries are largely ignored, with only a tiny fraction of users actually clicking through to the source materials. The old mechanics of content marketing, where you traded free information for web traffic, are obsolete.",{"type":27,"tag":36,"props":2414,"children":2415},{},[2416],{"type":33,"value":2417},"When your metrics are tied to traffic volume, an automated summary that satisfies a user query can appear to be an operational failure on your internal dashboards. In reality, the audience is still looking for solutions, but they have migrated to a multi-platform environment that standard index-tracking software cannot track or quantify.",{"type":27,"tag":36,"props":2419,"children":2420},{},[2421],{"type":27,"tag":648,"props":2422,"children":2424},{"alt":7,"src":2423},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":27,"tag":28,"props":2426,"children":2428},{"id":2427},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[2429],{"type":33,"value":2430},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":27,"tag":36,"props":2432,"children":2433},{},[2434,2436,2443],{"type":33,"value":2435},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":27,"tag":927,"props":2437,"children":2440},{"href":2438,"rel":2439},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[931],[2441],{"type":33,"value":2442},"SEO",{"type":33,"value":2444}," platforms, you are systematically producing assets that are invisible to modern buyers. Legacy tools calculate volume based on historical click patterns, completely missing the multi-platform journey your prospects take across ecosystems like ChatGPT, Claude, Perplexity, and Google's native AI interfaces.",{"type":27,"tag":36,"props":2446,"children":2447},{},[2448],{"type":33,"value":2449},"The framework for evaluating search success must shift from simple traffic accumulation to an active systemic model. Consider the structural difference between legacy keyword acquisition and an optimization framework designed for modern search behavior:",{"type":27,"tag":1415,"props":2451,"children":2452},{},[2453,2474],{"type":27,"tag":1419,"props":2454,"children":2455},{},[2456],{"type":27,"tag":1423,"props":2457,"children":2458},{},[2459,2464,2469],{"type":27,"tag":1427,"props":2460,"children":2461},{},[2462],{"type":33,"value":2463},"Performance Component",{"type":27,"tag":1427,"props":2465,"children":2466},{},[2467],{"type":33,"value":2468},"Legacy Keyword Volume Model",{"type":27,"tag":1427,"props":2470,"children":2471},{},[2472],{"type":33,"value":2473},"Search Visibility Optimization (SVO) Framework",{"type":27,"tag":1443,"props":2475,"children":2476},{},[2477,2495,2513,2531],{"type":27,"tag":1423,"props":2478,"children":2479},{},[2480,2485,2490],{"type":27,"tag":1450,"props":2481,"children":2482},{},[2483],{"type":33,"value":2484},"Primary Metric",{"type":27,"tag":1450,"props":2486,"children":2487},{},[2488],{"type":33,"value":2489},"Organic Traffic, Pageviews, Keyword Rank",{"type":27,"tag":1450,"props":2491,"children":2492},{},[2493],{"type":33,"value":2494},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":27,"tag":1423,"props":2496,"children":2497},{},[2498,2503,2508],{"type":27,"tag":1450,"props":2499,"children":2500},{},[2501],{"type":33,"value":2502},"Content Focus",{"type":27,"tag":1450,"props":2504,"children":2505},{},[2506],{"type":33,"value":2507},"Broad Informational Text, High-Volume Blogs",{"type":27,"tag":1450,"props":2509,"children":2510},{},[2511],{"type":33,"value":2512},"Self-Contained Passages, Node-Based Architecture",{"type":27,"tag":1423,"props":2514,"children":2515},{},[2516,2521,2526],{"type":27,"tag":1450,"props":2517,"children":2518},{},[2519],{"type":33,"value":2520},"Target Infrastructure",{"type":27,"tag":1450,"props":2522,"children":2523},{},[2524],{"type":33,"value":2525},"Traditional Search Engine Indexes",{"type":27,"tag":1450,"props":2527,"children":2528},{},[2529],{"type":33,"value":2530},"Large Language Model Vector Databases",{"type":27,"tag":1423,"props":2532,"children":2533},{},[2534,2539,2544],{"type":27,"tag":1450,"props":2535,"children":2536},{},[2537],{"type":33,"value":2538},"Discovery Vector",{"type":27,"tag":1450,"props":2540,"children":2541},{},[2542],{"type":33,"value":2543},"Single-Engine Keyword Matches",{"type":27,"tag":1450,"props":2545,"children":2546},{},[2547],{"type":33,"value":2548},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":27,"tag":36,"props":2550,"children":2551},{},[2552],{"type":33,"value":2553},"When you orient your production toward high-volume informational keywords, you create fluff text that AI scrapers can easily summarize and discard. Large language models do not look for word count or keyword density; they look for explicit entities, clear relationship mappings, and structured data points that can be retrieved and packaged into an immediate user response.",{"type":27,"tag":36,"props":2555,"children":2556},{},[2557],{"type":33,"value":2558},"To build an organic acquisition model that survives this transition, you must dismantle the division between traditional content creation, answer optimization, and technical data structure. Your content must be engineered to be retrieved as a direct citation by an answer engine, rather than just waiting for a human click that may never come.",{"type":27,"tag":36,"props":2560,"children":2561},{},[2562],{"type":27,"tag":648,"props":2563,"children":2565},{"alt":7,"src":2564},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":27,"tag":28,"props":2567,"children":2569},{"id":2568},"systemic-accountability-the-svo-framework-for-modern-retrieval",[2570],{"type":33,"value":2571},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":27,"tag":36,"props":2573,"children":2574},{},[2575],{"type":33,"value":2576},"Winning in modern search means going far beyond basic index optimization. You need to approach search visibility as a unified, end-to-end system explicitly designed for large-language-model retrieval. That requires restructuring your entire digital footprint so it can effectively feed into the vector databases that power generative search experiences.",{"type":27,"tag":36,"props":2578,"children":2579},{},[2580],{"type":33,"value":2581},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":27,"tag":718,"props":2583,"children":2585},{"id":2584},"pillar-3-implementing-generative-engine-optimization-geo",[2586],{"type":33,"value":2587},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":27,"tag":36,"props":2589,"children":2590},{},[2591,2593,2602],{"type":33,"value":2592},"To ensure your brand is cited in generative answer boxes, your digital assets must be structured in line with the core tenets of ",{"type":27,"tag":927,"props":2594,"children":2596},{"href":2100,"rel":2595},[931],[2597],{"type":27,"tag":605,"props":2598,"children":2599},{},[2600],{"type":33,"value":2601},"Generative Engine Optimization (GEO)",{"type":33,"value":2603},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":27,"tag":665,"props":2605,"children":2606},{},[2607,2617],{"type":27,"tag":669,"props":2608,"children":2609},{},[2610,2615],{"type":27,"tag":605,"props":2611,"children":2612},{},[2613],{"type":33,"value":2614},"Isolate Information into Extractable Passages:",{"type":33,"value":2616}," Content must be written in highly structured, self-contained blocks. Each section must provide an authoritative, direct answer in the first two sentences so an algorithm can lift the passage cleanly for a summary snippet.",{"type":27,"tag":669,"props":2618,"children":2619},{},[2620,2625],{"type":27,"tag":605,"props":2621,"children":2622},{},[2623],{"type":33,"value":2624},"Inject Specialized Terminology and Schema:",{"type":33,"value":2626}," Use technical, unambiguous industry terms and hard data points. Back this up with comprehensive schema markup—such as Product, Organization, and FAQPage code blocks—to give retrieval engines clean, machine-readable validation of your expertise.",{"type":27,"tag":36,"props":2628,"children":2629},{},[2630],{"type":33,"value":2631},"By formatting content as a series of verified information nodes, you transition your assets from standard pages into high-priority sources that generative models actively select for their citations.",{"type":27,"tag":718,"props":2633,"children":2635},{"id":2634},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[2636],{"type":33,"value":2637},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":27,"tag":36,"props":2639,"children":2640},{},[2641],{"type":33,"value":2642},"Your buyers are no longer using a single search box to evaluate software vendors. Market data show that conversational tools are capturing a large share of research intent, with platforms experiencing clear adoption spikes among technical enterprise buyers.",{"type":27,"tag":36,"props":2644,"children":2645},{},[2646,2648,2658],{"type":33,"value":2647},"You must expand your strategy into a comprehensive ",{"type":27,"tag":927,"props":2649,"children":2651},{"href":2108,"rel":2650},[931],[2652,2656],{"type":27,"tag":605,"props":2653,"children":2654},{},[2655],{"type":33,"value":2112},{"type":33,"value":2657}," ",{"type":33,"value":2659},"model. This means building a digital footprint that extends beyond your domain. Generative engines do not evaluate your site in a vacuum; they cross-reference your claims against third-party data networks, developer forums, review ecosystems, and professional platforms.",{"type":27,"tag":36,"props":2661,"children":2662},{},[2663],{"type":33,"value":2664},"Ensure your brand entity is explicitly mentioned, categorized, and reviewed across these peripheral environments. When an LLM executes a multi-source synthesis query to recommend a vendor, your presence across these verified external networks forces the engine to include your brand in the final response.",{"type":27,"tag":718,"props":2666,"children":2668},{"id":2667},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[2669],{"type":33,"value":2670},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":27,"tag":36,"props":2672,"children":2673},{},[2674],{"type":33,"value":2675},"You must stop using organic traffic volume as the primary indicator of search health. Because zero-click behavior is rising, a drop in traffic does not automatically mean your brand has lost market influence. You need a reporting infrastructure that tracks your presence within the answers themselves.",{"type":27,"tag":36,"props":2677,"children":2678},{},[2679],{"type":33,"value":2680},"Implement tracking mechanisms that measure your citation frequency, brand mention frequency, and overall share of voice inside AI Overviews and native conversational tools. Break down your referral sources by specific AI platforms to see which retrieval architectures are actively feeding your pipeline. When you align your internal tracking with actual citation delivery, you can easily separate platform-wide search changes from controllable marketing performance issues.",{"type":27,"tag":36,"props":2682,"children":2683},{},[2684],{"type":27,"tag":648,"props":2685,"children":2687},{"alt":7,"src":2686},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":27,"tag":28,"props":2689,"children":2690},{"id":1924},[2691],{"type":33,"value":1927},{"type":27,"tag":36,"props":2693,"children":2694},{},[2695],{"type":33,"value":2696},"Winning in organic search now demands a decisive break from volume-obsessed content playbooks. When your rankings remain strong, but website sessions collapse, the real issue is a structural split between search engine optimization and how users actually click. 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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":3865,"children":3866},{},[3867],{"type":27,"tag":605,"props":3868,"children":3869},{},[3870],{"type":33,"value":3871},"What I Love About Paid Search",{"type":27,"tag":36,"props":3873,"children":3874},{},[3875],{"type":33,"value":3876},"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":3878,"children":3879},{},[3880],{"type":27,"tag":605,"props":3881,"children":3882},{},[3883],{"type":33,"value":3884},"Why I Chose MKG Marketing",{"type":27,"tag":36,"props":3886,"children":3887},{},[3888],{"type":33,"value":3889},"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":3891,"children":3892},{},[3893],{"type":27,"tag":605,"props":3894,"children":3895},{},[3896],{"type":33,"value":3897},"Fun Facts About Me",{"type":27,"tag":36,"props":3899,"children":3900},{},[3901],{"type":33,"value":3902},"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":3904,"children":3905},{},[3906],{"type":33,"value":3907},"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":578,"depth":578,"links":3909},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3915,"_dir":3773,"_draft":6,"_partial":6,"_locale":7,"title":3916,"description":3917,"name":3916,"jobTitle":3918,"team":3919,"images":3920,"ref":3922,"linkedIn":3923,"sequence":3924,"body":3925,"_type":582,"_id":3973,"_source":584,"_file":3974,"_stem":3975,"_extension":587,"category":3773,"minutes":578},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3921},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":24,"children":3926,"toc":3970},[3927,3933,3938,3943,3948,3952],{"type":27,"tag":36,"props":3928,"children":3930},{"className":3929},[3790],[3931],{"type":33,"value":3932},"\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":3934,"children":3935},{},[3936],{"type":33,"value":3937},"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":3939,"children":3940},{},[3941],{"type":33,"value":3942},"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":3944,"children":3945},{},[3946],{"type":33,"value":3947},"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":718,"props":3949,"children":3950},{"id":3811},[3951],{"type":33,"value":3814},{"type":27,"tag":665,"props":3953,"children":3954},{},[3955,3960,3965],{"type":27,"tag":669,"props":3956,"children":3957},{},[3958],{"type":33,"value":3959},"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":669,"props":3961,"children":3962},{},[3963],{"type":33,"value":3964},"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":669,"props":3966,"children":3967},{},[3968],{"type":33,"value":3969},"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":578,"depth":578,"links":3971},[3972],{"id":3811,"depth":1104,"text":3814},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3977,"_dir":3773,"_draft":6,"_partial":6,"_locale":7,"title":3978,"description":3979,"name":3978,"ref":3980,"jobTitle":3981,"team":3982,"images":3983,"linkedIn":3985,"quote":3986,"quoteCite":3987,"sequence":3988,"body":3989,"_type":582,"_id":4036,"_source":584,"_file":4037,"_stem":4038,"_extension":587,"category":3773,"minutes":578},"/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":3984},"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":3990,"toc":4034},[3991,3996,4001,4006,4011,4016],{"type":27,"tag":36,"props":3992,"children":3993},{},[3994],{"type":33,"value":3995},"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":3997,"children":3998},{},[3999],{"type":33,"value":4000},"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":4002,"children":4003},{},[4004],{"type":33,"value":4005},"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":4007,"children":4008},{},[4009],{"type":33,"value":4010},"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":4012,"children":4013},{},[4014],{"type":33,"value":4015},"Fun Facts:",{"type":27,"tag":665,"props":4017,"children":4018},{},[4019,4024,4029],{"type":27,"tag":669,"props":4020,"children":4021},{},[4022],{"type":33,"value":4023},"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":669,"props":4025,"children":4026},{},[4027],{"type":33,"value":4028},"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":669,"props":4030,"children":4031},{},[4032],{"type":33,"value":4033},"I love a really good French Martini.",{"title":7,"searchDepth":578,"depth":578,"links":4035},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":4040,"_dir":3773,"_draft":6,"_partial":6,"_locale":7,"title":4041,"description":4042,"name":4043,"jobTitle":4044,"images":4045,"ref":4047,"sequence":4048,"imageDescription":4049,"body":4050,"_type":582,"_id":4102,"_source":584,"_file":4103,"_stem":4104,"_extension":587,"category":3773,"minutes":578},"/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":4046},"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":4051,"toc":4099},[4052,4058,4063,4072,4077,4081],{"type":27,"tag":36,"props":4053,"children":4055},{"className":4054},[3790],[4056],{"type":33,"value":4057},"\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":4059,"children":4060},{},[4061],{"type":33,"value":4062},"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":4064,"props":4065,"children":4066},"blockquote",{},[4067],{"type":27,"tag":36,"props":4068,"children":4069},{},[4070],{"type":33,"value":4071},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":27,"tag":36,"props":4073,"children":4074},{},[4075],{"type":33,"value":4076},"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":718,"props":4078,"children":4079},{"id":3811},[4080],{"type":33,"value":3814},{"type":27,"tag":665,"props":4082,"children":4083},{},[4084,4089,4094],{"type":27,"tag":669,"props":4085,"children":4086},{},[4087],{"type":33,"value":4088},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":27,"tag":669,"props":4090,"children":4091},{},[4092],{"type":33,"value":4093},"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":669,"props":4095,"children":4096},{},[4097],{"type":33,"value":4098},"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":578,"depth":578,"links":4100},[4101],{"id":3811,"depth":1104,"text":3814},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4106,"_dir":3773,"_draft":6,"_partial":6,"_locale":7,"title":20,"description":4107,"ref":4108,"name":20,"team":3778,"quote":4109,"images":4110,"twitter":4112,"isLeader":3782,"jobTitle":4113,"linkedIn":4112,"sequence":3913,"quoteCite":4114,"imageDescription":4115,"body":4116,"_type":582,"_id":4164,"_source":584,"_file":4165,"_stem":4166,"_extension":587,"category":3773,"minutes":3913},"/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":4111},"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":4117,"toc":4161},[4118,4124,4136,4149,4153],{"type":27,"tag":36,"props":4119,"children":4121},{"className":4120},[3790],[4122],{"type":33,"value":4123},"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":4125,"children":4126},{},[4127,4129,4134],{"type":33,"value":4128},"She also hosts our podcast, ",{"type":27,"tag":927,"props":4130,"children":4132},{"href":4131},"/podcasts/marketing-leaders/",[4133],{"type":33,"value":18},{"type":33,"value":4135},", which brings eight digital marketing experts to your ears every quarter.",{"type":27,"tag":36,"props":4137,"children":4138},{},[4139,4141,4147],{"type":33,"value":4140},"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":927,"props":4142,"children":4144},{"href":4143},"/about/jobs/",[4145],{"type":33,"value":4146},"Jobs page",{"type":33,"value":4148}," and see if we have a position right for you!",{"type":27,"tag":718,"props":4150,"children":4151},{"id":3811},[4152],{"type":33,"value":3814},{"type":27,"tag":665,"props":4154,"children":4155},{},[4156],{"type":27,"tag":669,"props":4157,"children":4158},{},[4159],{"type":33,"value":4160},"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":578,"depth":578,"links":4162},[4163],{"id":3811,"depth":1104,"text":3814},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4168,"_dir":3773,"_draft":6,"_partial":6,"_locale":7,"title":4169,"description":4170,"name":4169,"ref":4171,"jobTitle":4172,"team":3844,"images":4173,"linkedIn":4175,"sequence":4176,"body":4177,"_type":582,"_id":4228,"_source":584,"_file":4229,"_stem":4230,"_extension":587,"category":3773,"minutes":578},"/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":4174},"leigh-snyder.webp","leighasnyder",50,{"type":24,"children":4178,"toc":4225},[4179,4185,4190,4195,4200,4205,4210,4215,4220],{"type":27,"tag":36,"props":4180,"children":4182},{"className":4181},[3790],[4183],{"type":33,"value":4184},"\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":4186,"children":4187},{},[4188],{"type":33,"value":4189},"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":4191,"children":4192},{},[4193],{"type":33,"value":4194},"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":4196,"children":4197},{},[4198],{"type":33,"value":4199},"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":4201,"children":4202},{},[4203],{"type":33,"value":4204},"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":4206,"children":4207},{},[4208],{"type":33,"value":4209},"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":4211,"children":4212},{},[4213],{"type":33,"value":4214},"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":718,"props":4216,"children":4217},{"id":3811},[4218],{"type":33,"value":4219},"Fun Facts",{"type":27,"tag":36,"props":4221,"children":4222},{},[4223],{"type":33,"value":4224},"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":578,"depth":578,"links":4226},[4227],{"id":3811,"depth":1104,"text":4219},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4232,"_dir":4233,"_draft":6,"_partial":6,"_locale":7,"title":4234,"description":4235,"name":4234,"imageDescription":4236,"ref":4237,"jobTitle":4238,"images":4239,"linkedIn":4237,"quote":4241,"quoteCite":4234,"sequence":1119,"body":4242,"_type":582,"_id":4316,"_source":584,"_file":4317,"_stem":4318,"_extension":587,"category":4233,"minutes":3913},"/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":4240},"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":4243,"toc":4313},[4244,4257,4262,4274,4280],{"type":27,"tag":36,"props":4245,"children":4247},{"className":4246},[3790],[4248,4250,4255],{"type":33,"value":4249},"\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":605,"props":4251,"children":4252},{},[4253],{"type":33,"value":4254},"Swell Marketing Advisors",{"type":33,"value":4256}," 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":4258,"children":4259},{},[4260],{"type":33,"value":4261},"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":4263,"children":4264},{},[4265,4267,4272],{"type":33,"value":4266},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":27,"tag":605,"props":4268,"children":4269},{},[4270],{"type":33,"value":4271},"Marketing Leadership + Activation",{"type":33,"value":4273}," clients. 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