[{"data":1,"prerenderedAt":4620},["ShallowReactive",2],{"podcast-marketing-leaders-chloe-addis-on-scaling-global-demand-gen-across-markets-and-languages":3,"header-articles":675,"updatesSection-all":2706,"updatesSection-all-team":3636},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"series":16,"guest":17,"authors":18,"guesturl":20,"iframe":12,"seotitle":8,"guestabout":21,"guestimg":22,"body":23,"_type":669,"_id":670,"_source":671,"_file":672,"_stem":673,"_extension":674,"category":5},"/podcasts/marketing-leaders/chloe-addis-on-scaling-global-demand-gen-across-markets-and-languages","marketing-leaders",false,"","Chloe Addis on Scaling Global Demand Gen Across Markets and Languages","In this episode, Chloe Addis discusses how global demand generation requires far more than simple translation, highlighting the critical role of cultural localization, region-specific data compliance, and authentic human connection. She shares how marketers can navigate an increasingly cookieless landscape by relying on zero-party data like \"How did you hear about us?\" forms, and explains how leveraging strategic, long-form content like podcasts can help brands build trust, establish authority, and gather real-time market insights in an AI-driven environment.","2026-07-29T17:42:52.164Z",{"url":12,"length":13},"https://share.transistor.fm/s/13591ce4","492000000","227","54","Back on T-R-A-C-K","Chloe Addis",[19],"Kerry Guard","https://www.linkedin.com/in/chloe-addis-a3a96579/","Chloe Addis helps global B2B technology companies scale demand generation across international markets by combining localized messaging, strict data compliance, and human-centered brand strategy.","https://assets.mkgmarketinginc.com/8d7d9a23-2009-4ce9-94dd-790ec625fb3b-chloe-addis.webp",{"type":24,"children":25,"toc":664},"root",[26,35,49,55,60,65,70,75,80,85,90,95,100,105,110,115,120,125,130,135,140,145,150,155,160,165,170,175,180,185,190,195,200,205,210,215,220,225,230,235,240,245,250,255,260,265,270,275,280,285,290,295,300,305,310,315,320,325,330,334,339,344,349,354,359,364,369,374,379,384,389,394,399,404,409,414,419,424,429,434,439,444,449,454,459,464,469,474,479,484,489,494,499,504,509,514,519,524,529,534,539,544,549,554,559,564,569,574,579,584,589,594,599,604,609,614,619,624,629,634,639,644,649,654,659],{"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",{},[39,41,47],{"type":33,"value":40},"Chloe Addis breaks down the realities of running global demand generation across 60 countries and 32 languages, emphasizing that international marketing requires deep cultural localization, nuanced messaging, and strict region-specific data compliance rather than generic translations. She discusses how Headley Media balances compliance and tracking in an increasingly cookieless landscape, highlights why zero-party data like form fields remains crucial, and explains how her team built their strategic podcast, ",{"type":27,"tag":42,"props":43,"children":44},"em",{},[45],{"type":33,"value":46},"B2B Marketers Off the Record",{"type":33,"value":48},", to drive authentic human connection, build brand trust, and gather real-time market intelligence in an AI-driven landscape.",{"type":27,"tag":28,"props":50,"children":52},{"id":51},"transcript",[53],{"type":33,"value":54},"Transcript:",{"type":27,"tag":36,"props":56,"children":57},{},[58],{"type":33,"value":59},"Kerry Guard  0:09  ",{"type":27,"tag":36,"props":61,"children":62},{},[63],{"type":33,"value":64},"Hello, I'm Kerry Guard, and welcome back to Back on Track. As your host here, I like being in front of the camera, which is super fun. But more importantly, I really love being behind the scenes, where I run MKG Marketing. We're a demand generation agency for B2B tech, and we do it through two levers: search visibility optimization, where we help you get found in SEO and AI search, and paid ads visibility and demand working together. So, a conversation about building exactly that across 60 countries in 32 languages, that's right in my wheelhouse, and I've been looking forward to this conversation because, here's the thing, most global B2B companies get wrong, they treat international demand gen like a numbers game. Same generic campaign translated once, blasted across every border, and then they're surprised when engagement falls off a cliff. Hmm. My guest today has built the opposite of that. Chloe Addis is head of marketing at Headley Media, where she runs demand generation across seven tech verticals and 30-two languages for an audience spanning the globe. She's also the co-host of B2b Marketers Off the Record, so she's living the corporate media shift from both sides of the glass. She's worked partner marketing alongside retail giants, and she thinks about audience trust and data compliance at a scale most of us only read about. Chloe, welcome to the show.",{"type":27,"tag":36,"props":66,"children":67},{},[68],{"type":33,"value":69},"Chloe Addis  1:32  ",{"type":27,"tag":36,"props":71,"children":72},{},[73],{"type":33,"value":74},"Wow, thank you so much for having me. What an intro!",{"type":27,"tag":36,"props":76,"children":77},{},[78],{"type":33,"value":79},"Kerry Guard  1:37  ",{"type":27,"tag":36,"props":81,"children":82},{},[83],{"type":33,"value":84},"I'm so glad you're here. Yeah, that was a lot. I'm working on my messaging and my intros, so yeah, I'm definitely like still figuring out my own messaging. I I don't know how you feel about this because you're it's you're in an interesting spot, sort of working for a media and marketing company and also doing the media and marketing for that company, and it's",{"type":27,"tag":36,"props":86,"children":87},{},[88],{"type":33,"value":89},"Chloe Addis 1  2:03  ",{"type":27,"tag":36,"props":91,"children":92},{},[93],{"type":33,"value":94},"yeah.",{"type":27,"tag":36,"props":96,"children":97},{},[98],{"type":33,"value":99},"Kerry Guard  2:03  ",{"type":27,"tag":36,"props":101,"children":102},{},[103],{"type":33,"value":104},"it's hard to do it for your own shop. I find.",{"type":27,"tag":36,"props":106,"children":107},{},[108],{"type":33,"value":109},"Chloe Addis 2:06  ",{"type":27,"tag":36,"props":111,"children":112},{},[113],{"type":33,"value":114},"I think so. Yeah, I mean, there's all of that like transferable knowledge, and then I mean, exactly that. There's so many agencies out there, aren't there, that whose marketing for themselves comes last. It's just such a common thing, but no, you're right. Yeah, it's very meta doing the marketing for the marketing. Yeah.",{"type":27,"tag":36,"props":116,"children":117},{},[118],{"type":33,"value":119},"Kerry Guard  2:29  ",{"type":27,"tag":36,"props":121,"children":122},{},[123],{"type":33,"value":124},"exactly, exactly. It's so much easier doing it for our clients. It's so much harder doing it for ourselves. I find so I'm grateful that you're here today and you're gonna help me out because I am, I'm on the struggle bus. Before we get into it, quick warm up, quick warm up round for anyone who hasn't come across Headley Media. Paint the picture for us. What do you actually do, and who are you trying to reach?",{"type":27,"tag":36,"props":126,"children":127},{},[128],{"type":33,"value":129},"Chloe Addis  2:54  ",{"type":27,"tag":36,"props":131,"children":132},{},[133],{"type":33,"value":134},"Yeah, so Headly Media is a content syndication lead generation company, and yeah, we so we reach we work with technology companies. So we're lucky enough to have our own brands that are dedicated content libraries for across seven different verticals of tech. And yeah, we talk to we our those brands cater to technical professionals, and they we we essentially work with marketers in technology companies to help them reach their audiences.",{"type":27,"tag":36,"props":136,"children":137},{},[138],{"type":33,"value":139},"Kerry Guard  3:32  ",{"type":27,"tag":36,"props":141,"children":142},{},[143],{"type":33,"value":144},"I find marketers are the hardest to market to too. Am I crazy? Like",{"type":27,"tag":36,"props":146,"children":147},{},[148],{"type":33,"value":149},"Chloe Addis 3:36  ",{"type":27,"tag":36,"props":151,"children":152},{},[153],{"type":33,"value":154},"they, yeah.",{"type":27,"tag":36,"props":156,"children":157},{},[158],{"type":33,"value":159},"Kerry Guard  3:39  ",{"type":27,"tag":36,"props":161,"children":162},{},[163],{"type":33,"value":164},"We know too much.",{"type":27,"tag":36,"props":166,"children":167},{},[168],{"type":33,"value":169},"Chloe Addis 3:40  ",{"type":27,"tag":36,"props":171,"children":172},{},[173],{"type":33,"value":174},"We see through things. They're like, \"Oh, you're doing this because it's like an age-old technique, and you're like, \"Damn it! But yeah, I think that absolutely they can be the hardest. But that, I think, I try to look at that as on the positive side, where like you know, okay, they're they're bringing the best out of me. I've got to do my best work because I'm talking to people that know the game, so they do know the game.",{"type":27,"tag":36,"props":176,"children":177},{},[178],{"type":33,"value":179},"Kerry Guard  4:03  ",{"type":27,"tag":36,"props":181,"children":182},{},[183],{"type":33,"value":184},"I love that, but and I agree. There, the I talked to Jane Sarah a few weeks ago, and she she said something very similarly about how she does feel like marketers are in the same boat of helping other marketers out, and that there is that sort of camaraderie that sort of happens of like we get it like you're trying to do your own marketing and we are marketers and like we're all in this together so I really love I love that perspective that's that's lovely use it across seven verticals in 32 languages when you say demand gen at that scale what does a normal week look like for you I have to imagine the context switching is a lot",{"type":27,"tag":36,"props":186,"children":187},{},[188],{"type":33,"value":189},"Chloe Addis  4:40  ",{"type":27,"tag":36,"props":191,"children":192},{},[193],{"type":33,"value":194},"well so. yeah, and obviously, you know, it's not just me at the company, but you know, so it's what is essentially those statistic we call them our stats, and we joke about having them sort of tattooed on our arms with the first two languages. And it's over kind of 300 websites, 60 countries, etc. But those-that's essentially our our product offering of of what we can provide, essentially for for marketing campaigns to reach those audiences. So it is huge, and it's grown from you know the these engaged audiences, like I said, kind of on the technology front. So, yeah, we're we're we're very lucky to be to have those audiences that are engaged and kind of working across that. Yeah, so so day to day, I think it's it's campaign management. I suppose is is the main what the day day to day looks like, which you know I guess a lot of people can kind of relate to if they're part of a team or you know regional marketing manager or you know that kind of thing. Just or kind of on the smaller end of the scale, you're trying to do it all.",{"type":27,"tag":36,"props":196,"children":197},{},[198],{"type":33,"value":199},"Kerry Guard  6:00  ",{"type":27,"tag":36,"props":201,"children":202},{},[203],{"type":33,"value":204},"Yeah, so many marketing teams these days are lean and mean for sure. Yeah, in terms of the the you know yet this is the offering for these different countries in terms of being in these places, but I imagine you have to actually market there as well. Do you have teams in every country? Are you leading? Are are is your team from the UK sort of leading the charge? How's that structure in terms of marketing to these different these different countries? And how does language play a role?",{"type":27,"tag":36,"props":206,"children":207},{},[208],{"type":33,"value":209},"Chloe Addis  6:36  ",{"type":27,"tag":36,"props":211,"children":212},{},[213],{"type":33,"value":214},"Yeah. So I think to focus on the on the language element of it, so yeah, how how we're set up is our focus in the UK, and then we are running these campaigns in in country, in language, and so I think really the conversation for me is in that is in that area of okay, is like you know people assuming at the very basis, it's like, yeah, I'm a regional marketing manager, and then you just translate what you've got, and that will work in the local territory. I think, I suppose, to to kind of get into it and unpack what I think you're getting at, which is like, what are the challenges? What are the like? How do we do this day to day, yeah, and that sort of comes back to like recognizing that there are huge cultural like differences that you know something that works for you in wherever you're based. But you know, say say say it's US, say it's UK. That those languages don't. It's not just about translating the language. It's you know, does it especially when we deal with like technology content. So you know, those that even that kind of niche language is that much more specific. So does it translate okay in terms of the actual language? But does it mean like is it does it mean the same thing? So we've got a whole thing about learning your audience properly, like you know, learning and and and having that platform with which to reach those audiences from you, and and kind of looking. I guess one of the main things that I would say is, or one of the main challenges to overcome when you're looking to launch in a new country or region, whatever you're kind of looking at, is what assumptions are you making that you know you that are going to kind of come back and bite you? Because I think there's there's a lot of of value assumptions of kind of you know, and you just don't know like really to get down to it. You can be focused on the wrong content. You can be focused on the wrong people. Like it can be completely different buying group for a different country. It can be like you know made up of of genuinely different people, different job titles, or whoever it is that you're trying to target, and they can want different levels of information. You know, something that lands very well in the US may not land very well in Germany. They might want much more technical content, for example. And that is, yeah, that's before you then consider all the regional regulations, and you know what have we got to do to be able to fully be compliant in these regions and countries. So yeah, there's a lot to it.",{"type":27,"tag":36,"props":216,"children":217},{},[218],{"type":33,"value":219},"Kerry Guard  9:36  ",{"type":27,"tag":36,"props":221,"children":222},{},[223],{"type":33,"value":224},"Yeah, there's definitely a lot to it. I don't know that everybody always thinks about the compliance part of it, and you know, especially when you're talking about you know the EU versus the US, and then in the US you have compliance in different states, and then",{"type":27,"tag":36,"props":226,"children":227},{},[228],{"type":33,"value":229},"Chloe Addis 9:56  ",{"type":27,"tag":36,"props":231,"children":232},{},[233],{"type":33,"value":234},"yes.",{"type":27,"tag":36,"props":236,"children":237},{},[238],{"type":33,"value":239},"Kerry Guard  9:57  ",{"type":27,"tag":36,"props":241,"children":242},{},[243],{"type":33,"value":244},"the UK has got compliance versus how the rest of your. It's yeah, it's granular",{"type":27,"tag":36,"props":246,"children":247},{},[248],{"type":33,"value":249},"Chloe Addis  10:03  ",{"type":27,"tag":36,"props":251,"children":252},{},[253],{"type":33,"value":254},"and it's constant. It's constantly changing as well. You think you know it, and then it's like yeah, like you just mentioned, the states have another update, and then things are different in California or whatever, and you're just like right, okay,",{"type":27,"tag":36,"props":256,"children":257},{},[258],{"type":33,"value":259},"Kerry Guard  10:18  ",{"type":27,"tag":36,"props":261,"children":262},{},[263],{"type":33,"value":264},"yeah, yeah. How do you keep up with it all? I mean, to your point, it is constantly changing, and every place is a little different. So I feel like most people. I we actually this is perfect timing. I was actually sitting down with a compliance lawyer because my husband built a product, and we're in Europe, and so we want to make sure that we are compliant and all these things. And she's like, \"You're already thinking ahead, because most people just go to this website and download these forms and check the box that they did the thing and they posted it to their website. So you actually thinking about what you know what the forms are and what they mean and what you're actually agreeing to is is well above and beyond. Are you finding that in in what you're doing as well, where there's those those folks who are just trying to, yeah, you know, check those boxes versus, you know, what's sort of the difference between checking the boxes and actually being compliant? Where do you see those gaps and those holes of, of where what people might be missing?",{"type":27,"tag":36,"props":266,"children":267},{},[268],{"type":33,"value":269},"Chloe Addis  11:14  ",{"type":27,"tag":36,"props":271,"children":272},{},[273],{"type":33,"value":274},"Yeah, I mean, it's huge. It's such a big thing, and like, luckily, it's not just me trying to deal with that on our side. You know, we've got teams devoted to this, and yeah, it's not just terms and conditions on your website, as you're kind of alluding to. There, it's it's a whole lot more, and yeah, every country and region needs to be absolutely dealt with. dealt with in in the way you know, for example, use Germany again. Have like double opt-in when you're you know generating leads, and and here we can't just rely on, you know, you need to have the the data processing, all of that documented. You know, is it legitimate interest? All of these kind of GDPR and like post Brexit era data compliance things, but yeah, luckily it's it's it's not just me that's dealing with it. But I think to touch on a point of the business and the industry of kind of lead generation in general, it's a real. I think you know it's definitely something that marketers need to be like at the forefront of their consideration when they're looking to, especially when they're partnering, like when they're doing their only generation. Absolutely, you know, firsthand they need to make sure that they have got whatever they need in terms of compliance and consent boxes checked. But especially when then working with a third party data. handler, supplier, processor-that those things can can get missed, or the the the waters is like you know lead generation is is vast. You know that they can def the mud the waters can get muddy. So it's it's kind of part of our, like the the way that that we kind of work and have the the transparency of this is built in from the beginning, with kind of you know the forms essentially is is where it where it happens and the that consent piece because it's yeah it's getting I mean it's it's it's huge, huge, hugely serious. But also, you know, there's a lot of places like if we if we bring it out less focused on lead gen and focus on kind of general marketing, there's a lot of places across the funnel now where you can be, you know, generating leads and interacting with people where you have got a loss of that information and the data and the tracking and like kind of where they've where they've come from. So I think at the point of validation and like you know generating a lead or anything like that, you really do need to be like right. Okay, I've I've got permission for this as a as a full process.",{"type":27,"tag":36,"props":276,"children":277},{},[278],{"type":33,"value":279},"Kerry Guard  14:00  ",{"type":27,"tag":36,"props":281,"children":282},{},[283],{"type":33,"value":284},"I was going to ask about data because I think that's probably why people don't do the due diligence because of how much data you lose, and because people can opt out and they do opt out, right? Yeah. So how are you balancing that on your end as a marketer of making sure that you are compliant and still tracking to make sure you have enough data to be able to make decisions.",{"type":27,"tag":36,"props":286,"children":287},{},[288],{"type":33,"value":289},"Chloe Addis  14:32  ",{"type":27,"tag":36,"props":291,"children":292},{},[293],{"type":33,"value":294},"Yeah, I mean, I think  it's a huge, it's a huge topic, and in some cases, it is it is a headache, you know. And in terms of like tracking through the website and things like that, there is for for what I'm seeing, kind of like you know Google, Google Analytics, and and things like this. There's a lot of information, like you know the cookie cookieless era, as we're kind of moving towards. Etc. So it's not it's it's not simple. I think that the one is something that I've always heard kind of about never forgetting the fundamentals of marketing, being that you know the truest source of information that you have will always be from your customers themselves, your customers and prospects, giving you that firsthand information. So whatever you can do at any stage to try and capture that, I think is great. Obviously, I'm not. It's not just to kind of perform in every single like you know. I'm not about creating barriers, but you know, if you want to be able to track, and you want to know where that prospect came from. Ask them. Like I think one of the most valuable things we have is just, you know, that that we're operating is on the bottom of our contact us form. We still have. Where did you hear about us? And that's kind of as I look at it, I'm like, you know, I've got all these other information sources, but that I know, like I trust more, and I do understand that if I think about it from my own point of view, and I was saying, \"Where did you hear about me? I'd be like, \"Where was the last place? So it kind of might be skewed by like last touch attribution, probably. But I think it's maybe like essentially you're asking them where's the most important place. Like, where did they kind of convert from? So it gives you some information, but certainly from them is is is hugely valuable.",{"type":27,"tag":36,"props":296,"children":297},{},[298],{"type":33,"value":299},"Kerry Guard  16:32  ",{"type":27,"tag":36,"props":301,"children":302},{},[303],{"type":33,"value":304},"Absolutely. I mean, you're like the fourth person recently to bring up that form fill and how important it is. I had a person on my podcast last week who he was the first person to say that he didn't care about that field and that the most like because he had figured out attribution with down to the UTM code, but I do think that even with those, there's compliance challenges and missing data, and so especially when you step out of the U.S. So I wasn't, I should have, man. I'm thinking of all these questions I want to ask Chris now about how he's navigating the global aspect of like where he's marketing. I'm gonna circle back up with him, folks. So stay tuned on that. But I do think in the meantime, back at the ranch, having that form field is still something we all could definitely be doing. I talked to somebody last week, and she said that 60% of her conversions, her customers, are coming from SEO and AI search, and she knows this because of that form field. So, I mean, it's a great baseline, right? Especially if you're about to launch a new website or optimize any new campaigns. To know, okay, this is our baseline. We have currently 60% of people are saying this is where they came from. So, if that number, you know, fluctuates at all as we launch this new website. We know, like, the first thing we need to go fix in which channel that that got rocked. Yeah. So kind of. I love that. I think that's. I've not given up on that form field, and in fact, I still still need to add that to our website. Let's talk about consistency because it's so important when you're marketing these days, in regards to messaging, especially right, and how AI search operates. Where it's not looking at links anymore; it's looking at how your brand is being talked about and how what you're saying versus what customers are saying, and as and what you know, vendors and third parties and all what everybody's saying about you, and is it in alignment? So messaging is definitely critical these days. I think people are finally on board with that. I hope, fingers crossed. How are you navigating that from a global standpoint in terms of helping to ensure that your messaging is both you know localized and consistent, so that everybody's getting the same message.",{"type":27,"tag":36,"props":306,"children":307},{},[308],{"type":33,"value":309},"Chloe Addis 19:07  ",{"type":27,"tag":36,"props":311,"children":312},{},[313],{"type":33,"value":314},"Umm It's a really good question, and I think we can look at it from kind of our point of view and our clients' point of view. And I think one of the main things about that is keeping it as simple as possible, but it also really heavily relies on the type, or is influenced by the type of tactic that you're that you're bringing to market. So, so if you can be as clear as possible and as simple as possible with the overarching message, like the the go to market and and kind of the key messages, your USPs and everything like this, then the the flow down is is you kind of to to a large extent, I guess a similar comparison is kind of allowing. So a lot we're seeing a lot of. Of employee advocacy on LinkedIn, so that's I think this is kind of a good example that I'm hoping a lot of businesses will be able to relate to, where there's the kind of initial training where they're like you know talk about these things and you know you give them give them some guidance, and then what you really want from employee advocacy is real connection and real relationship and real trust building and kind of all of that good stuff that goes on in there that is a bit messy, but ultimately is building something really real and like exactly I don't have to explain to you. You're nodding nodding along. It's why we do the podcast, but you know, it's. I think that's a really good something to draw on in that same that that kind of relates back to it as well. Is that you know there there will be things that are inconsistent, but that if you're on a on a regional level, if you're understanding that is, I mean, it's kind of as we as we like mentioned earlier, understanding your specific audiences in region and understanding that there will be nuances and there will be differences. So you will have to use different language, obviously different language, but different like meaning behind the language, you know, different ways of explaining the same things, and to a level accepting that as long as it stands true to what your company is trying to achieve and your values. That's my my personal my personal take on it. Anyway, I think that you know there has to be an allowance for that kind of nuance and understanding on the local level. So yeah,",{"type":27,"tag":36,"props":316,"children":317},{},[318],{"type":33,"value":319},"Kerry Guard  21:49  ",{"type":27,"tag":36,"props":321,"children":322},{},[323],{"type":33,"value":324},"So the pillars, yes, you have the pillars in terms of your of what messaging points you want to hit in terms of what makes you different, but how you explain those changes depending on who you're talking to. Which as it, it's it's just",{"type":27,"tag":36,"props":326,"children":327},{},[328],{"type":33,"value":329},"Chloe Addis  22:02  ",{"type":27,"tag":36,"props":331,"children":332},{},[333],{"type":33,"value":94},{"type":27,"tag":36,"props":335,"children":336},{},[337],{"type":33,"value":338},"Kerry Guard  22:03  ",{"type":27,"tag":36,"props":340,"children":341},{},[342],{"type":33,"value":343},"Even if you're talking to a marketer, but they're all in different countries, it's kind of the same idea as as account based marketing in that regard. It's just instead of yeah, role changing, it's the country changing and your message has to change with it",{"type":27,"tag":36,"props":345,"children":346},{},[347],{"type":33,"value":348},"Chloe Addis  22:15  ",{"type":27,"tag":36,"props":350,"children":351},{},[352],{"type":33,"value":353},"the country, what they care about. Yeah, absolutely, absolutely.",{"type":27,"tag":36,"props":355,"children":356},{},[357],{"type":33,"value":358},"Kerry Guard  22:22  ",{"type":27,"tag":36,"props":360,"children":361},{},[362],{"type":33,"value":363},"That makes a ton of sense. I think that's oh man, it feels Chloe. It feels big. It feels obviously yay for not doing it alone. In terms of all of this, we're we're sort of talking about a lot of different pieces here. What is your as demand generation gal working for Headly? What is your specific role in in in driving the business forward?",{"type":27,"tag":36,"props":365,"children":366},{},[367],{"type":33,"value":368},"Chloe Addis 22:54  ",{"type":27,"tag":36,"props":370,"children":371},{},[372],{"type":33,"value":373},"So yeah, as my as head of marketing, and also like obviously I know we're going to come on to to talk about the podcast because that's what that's what we were kind of connecting about originally. But yeah, I mean, it's obviously it's I mean, obviously day to day many many different facets of of marketing, but it is truly about about the connection with technology marketing managers and trying to drive that on the level of both brand and you know ultimately we're we're here as part of the marketing department that support sales, aren't we? You know the and that's that's how that's how I view it. Luckily, yeah, I'm very fortunate to be able to work within a sales and marketing department that work very closely together, which I know that is not the case. There's often the great divide between sales and marketing, and so I think, yeah, don't know anything about that. No, but I think, yeah, to be, yeah, we're that that that's like we're kind of in a in a lucky situation there. I know not everybody is that lucky, but that's essentially what we're contributing to revenue, aren't we? Is is what we're what we're trying to do. So in short answer, I always like take it back from the day to day. Obviously, I can go into any of the day to day aspects if you'd like, but it's kind of I always separate into those two main buckets. We need to like you know the north star is making sure that we are providing that loop all the way through, from nurturing and developing contacts and developing relationships, and handing off to sales and being able to track that revenue through for our contribution to to prove what we're doing, to prove that marketing works, to get reinvestment, and to and and then. And then part of the wider plan is being able to go off and and do those individual things and having the budget for the awareness, having the budget for those like really valuable pieces that you want to test and and things like this. So I think I don't know if that really answered your question.",{"type":27,"tag":36,"props":375,"children":376},{},[377],{"type":33,"value":378},"Kerry Guard  25:21  ",{"type":27,"tag":36,"props":380,"children":381},{},[382],{"type":33,"value":383},"No, I mean, I I think that's what that's marketing is big. Like, there's a lot of moving pieces to it, and as the global head of marketing, yeah, you are you're sort of the visionary behind making sure all the pieces are moving towards that north star, and as as you should be, and that's a very big job, especially for the size of your company. So hats off to you. You talked about the podcast. I'm working my way towards that. So thank you for bringing it along. How does you know? So you just you started the you you have a podcast. Tell me what made you start a podcast and how you are planning for that to contribute to those, you know, those two things that you mentioned in regards to not just your role but the company as from a marketing perspective.",{"type":27,"tag":36,"props":385,"children":386},{},[387],{"type":33,"value":388},"Chloe Addis 26:11  ",{"type":27,"tag":36,"props":390,"children":391},{},[392],{"type":33,"value":393},"Yeah, absolutely. I feel like our podcast has been like a long time. I feel like it's a natural evolution of everything, and it kind of it brings everything together, like the synergy of like what we're trying to do with. It's born out of relationships and it's for relationships and it's kind of to show that. But yeah, so I I it's called B 2b Marketers Off the Record and I co-host it, which I think, obviously, most people do assume that co-hosting is like two people together and then like inviting people on. But we we're kind of separately co-hosting, as in I take some of the episodes as head of marketing, and then our associate managing director Freya takes some of the episodes too. So we're essentially dividing and conquering the workload of it, but it is born out of conversations that her and I have had for years, and that we have also had with our clients. So it's called off the record because it is kind of these behind the scenes conversations that we were like, this is where the valuable stuff happens. It's less like day to day. What are you doing? What are you like? You know, what's the results? What are the numbers? And it's more like those bigger picture conversations that enable. Yeah, just take just take you out of that. Have the macro view. And when you're like, okay, well, where are you headed with this? What's the next like 12 months, looking like, what do you think about the industry? Like, what do you think about the landscape? How is it changing? What are the big things that you're considering? The challenges? What are people doing wrong? What do you think you're doing wrong? What do you want to change? You know that type of conversation that her and I have been having, obviously, as part of the same same team, and then also, like I said, kind of with technology clients. So we recognized that thread between everyone. Like we're all just marketers. We're all just trying to do the thing, you know. So it's kind of, and we would be having these conversations with those as part of campaign briefings, and it's it's off the record, it's behind the scenes because it's it's like extra information that you need to know that informed the campaign before you can you know you just go ahead and and do this part of it. It's like all of the thinking and all of this is what we're trying to achieve, and this is where we're trying to go. Because obviously, sharing that information enables a better campaign, and enables better follow all of this. But it does it stops there. So we were like, we're sitting on all of this interesting information. Let's start having these conversations and a: see where it goes, b: build the relationship, and c: show like show us and show the capacity and the information and that different level and and connect on a different level. Of course, I don't need to explain podcasting to you.",{"type":27,"tag":36,"props":395,"children":396},{},[397],{"type":33,"value":398},"Kerry Guard  29:19  ",{"type":27,"tag":36,"props":400,"children":401},{},[402],{"type":33,"value":403},"No but to the audience who might be thinking about it? I think this is a prime time for podcasting. I mean, I've been doing it since 2019 I've been doing it for a while, and for me, it was never about necessarily building an audience that's a nice happenstance that's been slow and steady, you know, for the last six years. And it was very much about us having the same thing of like just having these really interesting conversations and wanting to have them in a way that we could capture it. And I think now with AI search in particular, it and how YouTube impacts your your visibility, either being a guest and or hosting your. Own show is a huge contributor to that. For all the things we've been talking about in terms of consistent messaging, in terms of being able to have something authentic, and AI search seems to really love when things are really in depth, which oh yeah, this naturally does. You have a really interesting format, unlike mine, which is a little more off the cuff, as as most shows, most shows, some shows tend to be. It's unusual that I run into somebody with your format. So walk us through what your format is and how you got there.",{"type":27,"tag":36,"props":405,"children":406},{},[407],{"type":33,"value":408},"Chloe Addis  30:41  ",{"type":27,"tag":36,"props":410,"children":411},{},[412],{"type":33,"value":413},"Yeah, so it is six or seven questions. I mean, I think we started out saying it was five, but then, as all things marketing do, it grew, and so it's really kind of formulaic. So we bring people on, like I said, the kind the type of questions that we're asking. I think it starts off with a look back. So you know what's one thing you've changed your mind on in the last 12 months, and then it kind of goes, okay, what are you focused on? What's one thing you think most teams are doing that they should no longer be doing? Like essentially, you know, where are you placing your bets? What budget are you protecting? If you know, I mean, if you if the budget is reduced, what's your one thing? Like you know, we're really kind of digging in. So there's a couple of reasons we did it. Actually, loads of reasons we did it. One of them was that you know, for simplicity. So for thinking about the edit and then thinking, oh, actually, we could edit the same questions together. We could like thread a whole piece and be like, these people all think this, yeah. So like, for kind of to get a like a pulse on, okay, well, a few people are thinking that like these these leaders all view this topic the same, or like you know to get an an idea of of the market, so so for that reason, but also so that we could almost exactly that because a lot a lot of these podcasts are kind of more about if or if you don't is more about what what's your specific thing, and obviously people kind of use it as a as a PR mechanism, which is obviously quite right because that's that's what they're for. They're for they're for reach and and an audience and things, but that isn't what we wanted to focus on because then we would be sort of diverging from this off the record idea. You know, it came out of these conversations that were more strategic, and we didn't want to then focus specifically in on on the tactics. So we didn't want to kind of interview one person on their specialism, if you like. So we were like, right, we'll keep everyone from all different sort of roles as well. So it also meant that we can talk to people who are from agencies, from huge, you know, corporate global tech companies, but also smaller, you know, like like like your kind of clients that work with like post startup phase, that kind of unicorns, etc. You know anyone, also so any type of company, but also any type of title, job title. You know they could be the regional marketing manager, as we've mentioned, but they could be the CMO. They could, you know. So we've got that kind of balance, and then we're digging into: Are you seeing the same things? Are you doing different things within your type of team or your subset of that team to really give us like a really broad understanding of the different things affecting those in marketing at the moment? And so yeah, has it's shown us already. So I think we've got maybe as you know I don't know if we said it's actually only just launched. We're in our second month, and we've got four. We think we've done 14 episodes or something like that. We just released episode number seven or eight this week. Gosh, I really should know. But we've already got some themes, but then also showing the diversity as well, like you know that actually you can ask the same question to a bunch of people and think, you know, when I'm when I'm saying what's the big biggest change, like that you're seeing in your marketing right now, and expecting everyone to turn around go well AI, but actually everyone is, you know, there has been a lot of AI, but it's been that effect for them. Like it's been what that's enabled them to do, or what that's stopping them from doing, or you know, the the resulting focus because of the impact of AI. So it's kind of it's allowed us to explore a lot of different things, really. See",{"type":27,"tag":36,"props":415,"children":416},{},[417],{"type":33,"value":418},"Kerry Guard  35:00  ",{"type":27,"tag":36,"props":420,"children":421},{},[422],{"type":33,"value":423},"That’s so cool. Yeah, I really loved that because I, like I said, I hadn't run into it, and I love how you're thinking about it from not just a podcasting standpoint, but almost from a research perspective of really trying to understand the market. Which is, yes, it's a. I tell everybody that hosting a podcast has been the best university course I've ever attended for the last six years. Yeah, it's you get yeah you learn so much from so many different people and for how they think about marketing and you can see the trends. What trends are you seeing? You said you've you have 14 episodes more on the way. It's still early days, but you know, obviously AI is popping up. But what are, you know, what's one big? Let me ask it this way: What's one big surprise that you're starting to see that you didn't, that that caught you off guard?",{"type":27,"tag":36,"props":425,"children":426},{},[427],{"type":33,"value":428},"Chloe Addis 35:54  ",{"type":27,"tag":36,"props":430,"children":431},{},[432],{"type":33,"value":433},"I think I don't know if it's a surprise, but I think it's like cemented a few thoughts and feelings that that were there. So I guess I will go down the AI topic because it is such a huge thing that is affecting marketers. But what I've seen is that it's causing like obviously there's there's a whole topic of conversation of how are we using it, what are we doing, what software are we using, how much efficiency are we creating, and that's all in and of itself fantastic. It's great to kind of share those ideas, but when I'm obviously the type of conversation that we're having that are a bit more strategic is kind of actually that there's the the counter to that, and that you know actually people are thinking, well, what are we like? There's a lot of AI content that has arguably leveled the playing field for marketing, you know, and that enabled people to produce a lot more, but then it's like, how are we? It's everyone looks the same, you know. It's it then raises a question of differentiation, and so what I'm finding is that, or the trend that I'm hearing people talk are that the focus then is shifting to trust and relationships. So almost like the whole existence of the podcast itself is like to create that point of difference, and you know get have those relationships, and and they are smaller. They are like as in a smaller kind of community, but also that they operate in the kind of the dark funnel, if you know what I mean. Like you can't ever exactly prove that the influence, but it is is part is part of brand building and awareness, isn't it? But it's it's a lot more focus on that. A lot more focus on people, the human element of it. Not like protecting people. That's also you know part of the of the thing. When you say what's one one thing that you would protect, a few people have said people. Like you know you can get rid of my budget, but don't get rid of my people, which is very human, and it's it's quite a heartwarming part of the podcast. Yeah, so so that's yeah, you know, there's there's faith in humanity. I'd like you know bringing marketers back together. It's good. It's good. So yeah, kind of .",{"type":27,"tag":36,"props":435,"children":436},{},[437],{"type":33,"value":438},"Kerry Guard  38:44  ",{"type":27,"tag":36,"props":440,"children":441},{},[442],{"type":33,"value":443},"Yeah, the human aspect is so, That's so cool. Yeah, I mean, I think the human aspect of marketing is making a comeback. I'm gonna say yeah, and I I agree. Yeah, and it's nice to hear that that's what's happening in the data.",{"type":27,"tag":36,"props":445,"children":446},{},[447],{"type":33,"value":448},"Chloe Addis  38:58  ",{"type":27,"tag":36,"props":450,"children":451},{},[452],{"type":33,"value":453},"Yeah, yeah, yeah. You know, we forget our roots, really, don't we? It's all about human connection psychology and and things like that. We get too into the day to day of like, no, it's data. It's you know, but yeah. At the end of the day, we we've a lot of lot of that phrase that people buy from people. You know, coming back to how are you trying to sell, and you know, moving away from the kind of boring B 2b and moving into this kind of more fluid space that is potentially being influenced by all sorts of different media available and yeah, our modern lives.",{"type":27,"tag":36,"props":455,"children":456},{},[457],{"type":33,"value":458},"Kerry Guard  39:38  ",{"type":27,"tag":36,"props":460,"children":461},{},[462],{"type":33,"value":463},"You said the podcast is helping out from a branding perspective. It's clearly helping out from a research perspective. You are a demand gen marketer at heart. How is it playing into the demand gen, the revenue, the pipeline, and sales? Is it, or are you are you keeping those separate? How how are using it in that regard?",{"type":27,"tag":36,"props":465,"children":466},{},[467],{"type":33,"value":468},"Chloe Addis  39:57  ",{"type":27,"tag":36,"props":470,"children":471},{},[472],{"type":33,"value":473},"Yeah, I think we are. You know, I like anyway. You'd love to be able to say, \"Well, actually, it's generated. Like, you know, people have come directly to us and said that podcast was great. Let me buy. Here's my purse. The dream wallet. Yeah, exactly. But no, and I think I think I am. My my view is that they are separate beasts at the moment, and it isn't necessarily about the figure, like as in the viewing figure. Obviously, we've only just launched, so we're not expecting. Like we're very very proud of our 111 followers on LinkedIn. Should be. I know it's not bad, right? Six weeks, but we, yeah, to that point, it isn't about that type of the numbers and kind of. I mean, and and kind of as we have spoken about in this conversation, it's not trackable. It's less trackable anyway. You know, we're we're struggling with attribution, not me specifically with many things, but you know, as a as a function, attribution is a is a is changing, and yeah, I think it's definitely sitting more on the on the kind of brand awareness side and the the content and the feedback it's more for for us at this stage it's definitely more about that sentiment and about connecting people and and and yeah people and they go oh I'm so I feel so seen like you know this that when he said that on that episode oh my god or you know having those little aha moments, or oh, nobody said this before. Like it's those kind of things that actually we're like, that's what it's meant for.",{"type":27,"tag":36,"props":475,"children":476},{},[477],{"type":33,"value":478},"Kerry Guard  41:50  ",{"type":27,"tag":36,"props":480,"children":481},{},[482],{"type":33,"value":483},"Oh, I love that. I so many people talk about how they've been able to turn podcasts into, yeah, into these demand gen sort of ABM motions and plays, and there's definitely a place for it. Hats off to those folks who've been able to do it. I am not one of those people. Not been able to figure that out. So I, so for me, it has very much been a relationship building, relationship building, and if it does lead to the path of us being work together, that's like amazing, but it is more of that like nice to have versus",{"type":27,"tag":36,"props":485,"children":486},{},[487],{"type":33,"value":488},"Chloe Addis  42:26  ",{"type":27,"tag":36,"props":490,"children":491},{},[492],{"type":33,"value":493},"yeah,",{"type":27,"tag":36,"props":495,"children":496},{},[497],{"type":33,"value":498},"Kerry Guard  42:28  ",{"type":27,"tag":36,"props":500,"children":501},{},[502],{"type":33,"value":503},"you know, running it in terms of a system that ultimately generates leads. Yeah, it's gray and sticky, and doesn't always make me feel with that mindset. I've always sort of struggled with with that sort of feeling about it when people, i mean are very clear that this is why they do it. It's like I get that,",{"type":27,"tag":36,"props":505,"children":506},{},[507],{"type":33,"value":508},"Chloe Addis   42:47  ",{"type":27,"tag":36,"props":510,"children":511},{},[512],{"type":33,"value":513},"Yeah, and",{"type":27,"tag":36,"props":515,"children":516},{},[517],{"type":33,"value":518},"Kerry Guard  42:54  ",{"type":27,"tag":36,"props":520,"children":521},{},[522],{"type":33,"value":523},"other aspects.",{"type":27,"tag":36,"props":525,"children":526},{},[527],{"type":33,"value":528},"Chloe Addis  42:55  ",{"type":27,"tag":36,"props":530,"children":531},{},[532],{"type":33,"value":533},"Okay, yeah, and I think it kind of as you've mentioned about partnerships, I think it comes back to that, isn't it? It's like if you're going, you know, you're hosting guests and things. If you're clear about that, it's an alignment of values, isn't it? Then, then okay. But in how I see the format is is different to that, but again, anything I suppose you know, any part of marketing. There's so many different tactics that can be turned on the head and used for something else, and you know that's that's kind of what we have at our disposal. Really, is the ability to use a different tactic for something else. You know, you could be running a an an ABM informed lead generation campaign, but actually it's focused on your existing customers. Like you know, we can kind of change things up. Why not? Like it's it can work. I can't. There's obviously going to be many many examples, but yeah, I I think that this, like you said, this is long form, and there's so many other points as well to it. I mean, yeah, if I didn't mention LLMs and that you know the the content and those and and having the connection with those people is that it's building our authority, isn't it? It’s building that recognition. So yeah, that's obviously a key part of it as well.",{"type":27,"tag":36,"props":535,"children":536},{},[537],{"type":33,"value":538},"Kerry Guard  44:24  ",{"type":27,"tag":36,"props":540,"children":541},{},[542],{"type":33,"value":543},"Absolutely, Definitely, definitely. You're only 14 episodes in, but I gotta tell you, like most people don't make it past five episodes. So seriously, hats off to you. That's amazing. You've already cleared a milestone. Keep on, keep it on. I love that it's called off the record. I love the format, like I mentioned. What's one thing you've learned in the last six weeks? You meant you said that you wish you had known from day one when you started. Like to all those people who are about to start a podcast right now, what's like one solid thing that you're like, I wish I knew this from day one.",{"type":27,"tag":36,"props":545,"children":546},{},[547],{"type":33,"value":548},"Chloe Addis  45:02  ",{"type":27,"tag":36,"props":550,"children":551},{},[552],{"type":33,"value":553},"I suppose it's like every marketing endeavor is that you need a process. Like I know we we we've tried we've and we've done well I think, but it is like you know you're initially kind of testing the waters and you've got like a format and it's all just an idea, and then you jump off the edge of that diving board, and you're like, \"Oh, we need this now! Like, we should really have the brand sorted. We should really, you know. And yeah, I think it's kind of been, yeah, the the process. Once we realize, like, no, this needs to follow this thing. We need to every Monday or whatever, be like, okay, who's who's lined up? Who's in for the the pre-call? Who's in for like you know all of that stuff? It's a real organization thing, which obviously, again, that's you know a core part of your marketing skills is being able to organize things, project management. But yeah, I think for for something that is also creative and has that like the human element and being like this is going to be so fun, which it is. Like I'm like talking to the guests is is fantastic. Obviously, you're gonna you're gonna come on and be one of our guests, which is I cannot wait for because I think we're gonna have a great conversation too, but yeah, it's different like this. Obviously, because I'm used to having like being asked the question, like now, yeah, responding to the question, thinking God, but yeah, yeah. No, I think exactly that. It's just it's it's a learning. It's a learning curve, but if you've got all your ducks in a row, like yeah, make sure that it's all planned out beforehand, which I suppose is very very basic. You need advice.",{"type":27,"tag":36,"props":555,"children":556},{},[557],{"type":33,"value":558},"Kerry Guard  46:52  ",{"type":27,"tag":36,"props":560,"children":561},{},[562],{"type":33,"value":563},"You need a system. It isn't. It isn't. So many times I feel like this is. I'm actually spoiler alert. All right, I'm gonna put this out in the universe, and it's gonna be real now. I'm actually writing a book that is all systems thinking when it comes to marketing. Like everything needs to have a core system on how it operates, so that you can when you add the next thing, your it has its own system that plugs in. And so when you're you're essentially building this marketing engine, and all of each aspect has got to be functioning on a system, I lay out our content system. I'm going to lay out our podcast system in terms of how we approach SEO and ads. All those systems need to operate individually and be measured separately, but then they need to be connected and be working together. And so, yes, systems thinking, especially in the land and era of AI, is",{"type":27,"tag":36,"props":565,"children":566},{},[567],{"type":33,"value":568},"Chloe Addis 47:46  ",{"type":27,"tag":36,"props":570,"children":571},{},[572],{"type":33,"value":573},"yeah",{"type":27,"tag":36,"props":575,"children":576},{},[577],{"type":33,"value":578},"Kerry Guard  47:46  ",{"type":27,"tag":36,"props":580,"children":581},{},[582],{"type":33,"value":583},"critical, absolutely critical. Couldn't couldn't agree more. Clearly, because I yeah because I'm writing a book about it. Anyway, yeah,",{"type":27,"tag":36,"props":585,"children":586},{},[587],{"type":33,"value":588},"Chloe Addis  47:56  ",{"type":27,"tag":36,"props":590,"children":591},{},[592],{"type":33,"value":593},"fantastic. I mean, that was the yeah definitely a scoop that I've managed to get out of you.",{"type":27,"tag":36,"props":595,"children":596},{},[597],{"type":33,"value":598},"Kerry Guard  48:02  ",{"type":27,"tag":36,"props":600,"children":601},{},[602],{"type":33,"value":603},"I may have  mentioned it. I don't know, but yeah, that's we finally like really aligned on on like what it is. And so when you said it out loud, I was like, I'm so glad somebody's saying it because I'm gonna I'm gonna do a whole thing about it because it's it's not just project management. Project management's piece of it, but it it needs to operate of how you move from one thing to another and how you move things through and how they connect. So yes, have think and sometimes you can't build the system until you're in it. So I think that's okay too. Like you guys didn't really know what all those pieces were until you were in the thick of it, and everybody's system's going to be a little different depending on your resources. So,",{"type":27,"tag":36,"props":605,"children":606},{},[607],{"type":33,"value":608},"Chloe Addis 48:45  ",{"type":27,"tag":36,"props":610,"children":611},{},[612],{"type":33,"value":613},"yeah, absolutely, and it changes. It changes over time. It's like you know, you're launching a podcast and nobody's heard of it, and it's just an idea. So you're not really, you don't have anything to go off of. Whereas then you've got some episodes, you've got your branding, everything's out there, and people are coming to you to be like, \"Can I come on your podcast? And it changes the game, doesn't it? So actually, like, what's going to set you up initially, and what you want is is what's going to drive it it forward. And then you know, like you, I think we kind of mentioned before this, it's it kind of not run itself. I mean, I wish it would run itself because there's a lot that is involved. But you know, it gets easier the more the wheels are greased. I suppose.",{"type":27,"tag":36,"props":615,"children":616},{},[617],{"type":33,"value":618},"Kerry Guard  49:31  ",{"type":27,"tag":36,"props":620,"children":621},{},[622],{"type":33,"value":623},"Absolutely, absolutely. It's why you have all these episodes banked and why you're booking people six weeks out, and why my team has content written through January, right? Like when you have that system up and running, it can start to compound, and that's yeah, that's why it's yeah yeah it's so hard to get started. But if you can get started and start building the system around it, the yes, it will definitely get easier for sure. And give you breathing room, yeah. Oh my gosh, Chloe, I could talk to you all day. I and I'm so glad you're doing a podcast because it's just I, I'm even thinking about podcasting in the sense of like if this is how one of the levers we can pull for AI search, because there aren't many. If you really think about it, we can't really go on Reddit and start talking about our brand. That would be a big no-no. We would get in a lot of trouble. We can't really write reviews about ourselves going on Google Business or g2 Like we have to bring our customers in to try and do that, and that's like pulling teeth. It's really hard to build that visibility and consistently-it's essentially going back to the olden days of building brand in the way that it was just showing up with consistent messaging, right? At the core of what it is, and Linked and YouTube is a great place to do that, and doing it in a way that you can have a great conversation with somebody. I'm even going to start one. I'm going to start a show that is literally just me and my ghost writer, and we're going to hang out and we're going to unpack a single topic that I know people are searching for, like how do I get found in AI search? Right. So there's so many different formats out there that people can try. We, I just there's three right there between what Chloe is doing of very clear questions every time, bringing on different guests. There's a little bit more freewheeling of what I do, and then there's this other way of like it doesn't need to be this big thing of always having new guests on every time and trying to create these relationships. It depends on what your outcomes are, and I think Chloe laid out some really beautiful outcomes of what she's trying to accomplish, mine's very base, very relationship based as well. There are some people who do this for a lead gen, and it works really well, and they're intentional about it, and they're transparent about it, and it works. So I, I'm, I'm with you, Chloe. I'm backing you up. Get started and build a system around it, and do the thing. I want to just keep asking questions and talking to you, but we are at time. Where can people find you? Where's your podcast? Where can they listen? Yeah, amazing. So, yeah, like I said, it's called B 2b Marketers Off the Record,",{"type":27,"tag":36,"props":625,"children":626},{},[627],{"type":33,"value":628},"Chloe Addis  52:13  ",{"type":27,"tag":36,"props":630,"children":631},{},[632],{"type":33,"value":633},"and it is hosted within the Headly Media website, but it's also available on Apple Podcast and Spotify and YouTube, the clips and like the the full video, but yeah, find me on LinkedIn. I think is is the main place. Everything grows from there, really, doesn't it? That's where where everything's happening. But yeah, absolutely. It's been fantastic talking to you. Thank you so much for allowing me to come on. And yeah, I could I could talk at hope it's been useful.",{"type":27,"tag":36,"props":635,"children":636},{},[637],{"type":33,"value":638},"Kerry Guard  52:43  ",{"type":27,"tag":36,"props":640,"children":641},{},[642],{"type":33,"value":643},"Oh, so good! No, thank you so much, and I and and thanks for riding the wave with me in the beginning as we found some other interesting topics to unpack that I surprised you with before we got into into the heart of our conversation around podcasting. So I appreciate you, and I appreciate you listeners. Thanks for joining us. Shout out to Leanne for the introduction. We appreciate you. This was awesome, and we will be back. I am away next week. I'm heading on over to Switzerland to see my very best friend, and then we'll be back the week after, where I'll be having a previous guest back, where he is going to unpack what it means to build a audience and using AI to help you do that. So I'm very excited about that show. Be sure to tune in. But thank you all so much. Thank you again, Chloe. So good to see you.",{"type":27,"tag":36,"props":645,"children":646},{},[647],{"type":33,"value":648},"Chloe Addis 53:29  ",{"type":27,"tag":36,"props":650,"children":651},{},[652],{"type":33,"value":653},"Thank you.",{"type":27,"tag":36,"props":655,"children":656},{},[657],{"type":33,"value":658},"Kerry Guard  53:29  ",{"type":27,"tag":36,"props":660,"children":661},{},[662],{"type":33,"value":663},"So grateful for the conversation. And I'll see you all in a few weeks.",{"title":7,"searchDepth":665,"depth":665,"links":666},2,[667,668],{"id":30,"depth":665,"text":34},{"id":51,"depth":665,"text":54},"markdown","content:podcasts:marketing-leaders:chloe-addis-on-scaling-global-demand-gen-across-markets-and-languages.md","content","podcasts/marketing-leaders/chloe-addis-on-scaling-global-demand-gen-across-markets-and-languages.md","podcasts/marketing-leaders/chloe-addis-on-scaling-global-demand-gen-across-markets-and-languages","md",[676,1129,1530,1895,2295],{"_path":677,"_dir":678,"_draft":6,"_partial":6,"_locale":7,"title":679,"description":680,"date":681,"img":682,"imgAlt":683,"body":684,"_type":669,"_id":1125,"_source":671,"_file":1126,"_stem":1127,"_extension":674,"category":678,"minutes":1128},"/blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself","seo","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":685,"toc":1119},[686,691,696,709,714,726,734,740,745,750,755,760,795,800,806,811,823,828,847,854,871,876,881,886,904,909,924,929,934,939,946,952,964,983,1088,1093,1099,1104,1109,1114],{"type":27,"tag":36,"props":687,"children":688},{},[689],{"type":33,"value":690},"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":692,"children":693},{},[694],{"type":33,"value":695},"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":697,"children":698},{},[699,701,707],{"type":33,"value":700},"This is the reality of the ",{"type":27,"tag":702,"props":703,"children":704},"strong",{},[705],{"type":33,"value":706},"founder bottleneck",{"type":33,"value":708},", and it’s a desert where you cannot function.",{"type":27,"tag":36,"props":710,"children":711},{},[712],{"type":33,"value":713},"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":715,"children":716},{},[717,719,724],{"type":33,"value":718},"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":702,"props":720,"children":721},{},[722],{"type":33,"value":723},"random acts of marketing (RAM)",{"type":33,"value":725}," at midnight and build a growth engine that runs entirely without you.",{"type":27,"tag":36,"props":727,"children":728},{},[729],{"type":27,"tag":730,"props":731,"children":733},"img",{"alt":7,"src":732},"https://assets.mkgmarketinginc.com/45d6c10a-63c3-4a08-8b3d-bb83d71944c2-stop-writing-content-at-midnight-image-1.png",[],{"type":27,"tag":28,"props":735,"children":737},{"id":736},"the-chaos-trap-why-point-solutions-are-killing-your-growth",[738],{"type":33,"value":739},"The Chaos Trap: Why Point-Solutions Are Killing Your Growth",{"type":27,"tag":36,"props":741,"children":742},{},[743],{"type":33,"value":744},"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":746,"children":747},{},[748],{"type":33,"value":749},"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":751,"children":752},{},[753],{"type":33,"value":754},"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":756,"children":757},{},[758],{"type":33,"value":759},"This fragmentation results in three critical failure points for a Series B organization:",{"type":27,"tag":761,"props":762,"children":763},"ul",{},[764,775,785],{"type":27,"tag":765,"props":766,"children":767},"li",{},[768,773],{"type":27,"tag":702,"props":769,"children":770},{},[771],{"type":33,"value":772},"The Velocity Crisis:",{"type":33,"value":774}," 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":765,"props":776,"children":777},{},[778,783],{"type":27,"tag":702,"props":779,"children":780},{},[781],{"type":33,"value":782},"Vanity Metric Overload:",{"type":33,"value":784}," 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":765,"props":786,"children":787},{},[788,793],{"type":27,"tag":702,"props":789,"children":790},{},[791],{"type":33,"value":792},"Strategic Disconnect:",{"type":33,"value":794}," 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":796,"children":797},{},[798],{"type":33,"value":799},"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":801,"children":803},{"id":802},"moving-beyond-chaos-to-a-systemized-pipeline",[804],{"type":33,"value":805},"Moving Beyond Chaos to a Systemized Pipeline",{"type":27,"tag":36,"props":807,"children":808},{},[809],{"type":33,"value":810},"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":812,"children":813},{},[814,816,821],{"type":33,"value":815},"This is where the shift to a ",{"type":27,"tag":702,"props":817,"children":818},{},[819],{"type":33,"value":820},"systemized pipeline",{"type":33,"value":822}," 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":824,"children":825},{},[826],{"type":33,"value":827},"[Strategic Vision] ➔ [Integrated Execution Partner] ➔ [Systemized Pipeline]",{"type":27,"tag":36,"props":829,"children":830},{},[831,833,838,840,845],{"type":33,"value":832},"A systemized growth engine relies on two foundational pillars: ",{"type":27,"tag":702,"props":834,"children":835},{},[836],{"type":33,"value":837},"operational control",{"type":33,"value":839}," and ",{"type":27,"tag":702,"props":841,"children":842},{},[843],{"type":33,"value":844},"financial predictability",{"type":33,"value":846},". When these two elements are integrated into your growth strategy, the need for midnight editing vanishes.",{"type":27,"tag":36,"props":848,"children":849},{},[850],{"type":27,"tag":730,"props":851,"children":853},{"alt":7,"src":852},"https://assets.mkgmarketinginc.com/119a49bb-e39d-4d4f-a6d0-983ddb424358-stop-writing-content-at-midnight-image-2.png",[],{"type":27,"tag":855,"props":856,"children":857},"ol",{},[858],{"type":27,"tag":765,"props":859,"children":860},{},[861],{"type":27,"tag":862,"props":863,"children":865},"h3",{"id":864},"achieving-true-operational-control",[866],{"type":27,"tag":702,"props":867,"children":868},{},[869],{"type":33,"value":870},"Achieving True Operational Control",{"type":27,"tag":36,"props":872,"children":873},{},[874],{"type":33,"value":875},"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":877,"children":878},{},[879],{"type":33,"value":880},"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":882,"children":883},{},[884],{"type":33,"value":885},"At any moment, you can look at a single dashboard and see exactly:",{"type":27,"tag":761,"props":887,"children":888},{},[889,894,899],{"type":27,"tag":765,"props":890,"children":891},{},[892],{"type":33,"value":893},"What strategic initiatives are currently in production.",{"type":27,"tag":765,"props":895,"children":896},{},[897],{"type":33,"value":898},"Who owns the next step of execution (design, copy, technical implementation).",{"type":27,"tag":765,"props":900,"children":901},{},[902],{"type":33,"value":903},"The precise launch date for every campaign, asset, and distribution channel.",{"type":27,"tag":36,"props":905,"children":906},{},[907],{"type":33,"value":908},"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":855,"props":910,"children":911},{},[912],{"type":27,"tag":765,"props":913,"children":914},{},[915],{"type":27,"tag":862,"props":916,"children":918},{"id":917},"eliminating-fees-with-transparent-published-pricing",[919],{"type":27,"tag":702,"props":920,"children":921},{},[922],{"type":33,"value":923},"Eliminating Fees With Transparent, Published Pricing",{"type":27,"tag":36,"props":925,"children":926},{},[927],{"type":33,"value":928},"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":930,"children":931},{},[932],{"type":33,"value":933},"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":935,"children":936},{},[937],{"type":33,"value":938},"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":940,"children":941},{},[942],{"type":27,"tag":730,"props":943,"children":945},{"alt":7,"src":944},"https://assets.mkgmarketinginc.com/4ecef925-47b0-4868-996d-e40f7f3d2f79-stop-writing-content-at-midnight-image-3.png",[],{"type":27,"tag":28,"props":947,"children":949},{"id":948},"the-execution-playbook-shifting-from-thinker-to-reviewer",[950],{"type":33,"value":951},"The Execution Playbook: Shifting From Thinker to Reviewer",{"type":27,"tag":36,"props":953,"children":954},{},[955,957,962],{"type":33,"value":956},"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":42,"props":958,"children":959},{},[960],{"type":33,"value":961},"how",{"type":33,"value":963}," your insights are extracted and executed.",{"type":27,"tag":36,"props":965,"children":966},{},[967,969,974,976,981],{"type":33,"value":968},"You must transition from being the ",{"type":27,"tag":702,"props":970,"children":971},{},[972],{"type":33,"value":973},"primary creator",{"type":33,"value":975}," to the ",{"type":27,"tag":702,"props":977,"children":978},{},[979],{"type":33,"value":980},"strategic reviewer",{"type":33,"value":982},". Here is how an integrated execution model restructures your workflow to give you your time back:",{"type":27,"tag":984,"props":985,"children":986},"table",{},[987,1011],{"type":27,"tag":988,"props":989,"children":990},"thead",{},[991],{"type":27,"tag":992,"props":993,"children":994},"tr",{},[995,1001,1006],{"type":27,"tag":996,"props":997,"children":998},"th",{},[999],{"type":33,"value":1000},"Workflow Phase",{"type":27,"tag":996,"props":1002,"children":1003},{},[1004],{"type":33,"value":1005},"The Legacy Way (Founder as Creator)",{"type":27,"tag":996,"props":1007,"children":1008},{},[1009],{"type":33,"value":1010},"The Systemized Way (Founder as Reviewer)",{"type":27,"tag":1012,"props":1013,"children":1014},"tbody",{},[1015,1034,1052,1070],{"type":27,"tag":992,"props":1016,"children":1017},{},[1018,1024,1029],{"type":27,"tag":1019,"props":1020,"children":1021},"td",{},[1022],{"type":33,"value":1023},"Ideation & Strategy",{"type":27,"tag":1019,"props":1025,"children":1026},{},[1027],{"type":33,"value":1028},"Founder spends hours researching keywords and drafting outlines from scratch.",{"type":27,"tag":1019,"props":1030,"children":1031},{},[1032],{"type":33,"value":1033},"Founder records a 10-minute Loom brief outlining core strategic concepts.",{"type":27,"tag":992,"props":1035,"children":1036},{},[1037,1042,1047],{"type":27,"tag":1019,"props":1038,"children":1039},{},[1040],{"type":33,"value":1041},"Production & Layout",{"type":27,"tag":1019,"props":1043,"children":1044},{},[1045],{"type":33,"value":1046},"Founder routes drafts between isolated freelance writers and graphic designers.",{"type":27,"tag":1019,"props":1048,"children":1049},{},[1050],{"type":33,"value":1051},"Integrated partner handles research, writing, design, and technical setup natively.",{"type":27,"tag":992,"props":1053,"children":1054},{},[1055,1060,1065],{"type":27,"tag":1019,"props":1056,"children":1057},{},[1058],{"type":33,"value":1059},"Quality Control",{"type":27,"tag":1019,"props":1061,"children":1062},{},[1063],{"type":33,"value":1064},"Founder spends midnights rewriting poor copy and fixing formatting errors.",{"type":27,"tag":1019,"props":1066,"children":1067},{},[1068],{"type":33,"value":1069},"Founder reviews a polished, near-final asset inside an Asana sprint board for approval.",{"type":27,"tag":992,"props":1071,"children":1072},{},[1073,1078,1083],{"type":27,"tag":1019,"props":1074,"children":1075},{},[1076],{"type":33,"value":1077},"Analytics & Reporting",{"type":27,"tag":1019,"props":1079,"children":1080},{},[1081],{"type":33,"value":1082},"Founder logs into multiple dashboards trying to connect traffic to revenue.",{"type":27,"tag":1019,"props":1084,"children":1085},{},[1086],{"type":33,"value":1087},"Integrated partner delivers a single dashboard showing direct pipeline velocity impact.",{"type":27,"tag":36,"props":1089,"children":1090},{},[1091],{"type":33,"value":1092},"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":1094,"children":1096},{"id":1095},"reclaiming-your-executive-leverage",[1097],{"type":33,"value":1098},"Reclaiming Your Executive Leverage",{"type":27,"tag":36,"props":1100,"children":1101},{},[1102],{"type":33,"value":1103},"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":1105,"children":1106},{},[1107],{"type":33,"value":1108},"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":1110,"children":1111},{},[1112],{"type":33,"value":1113},"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":1115,"children":1116},{},[1117],{"type":33,"value":1118},"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":665,"depth":665,"links":1120},[1121,1122,1123,1124],{"id":736,"depth":665,"text":739},{"id":802,"depth":665,"text":805},{"id":948,"depth":665,"text":951},{"id":1095,"depth":665,"text":1098},"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",7,{"_path":1130,"_dir":678,"_draft":6,"_partial":6,"_locale":7,"title":1131,"description":1132,"date":1133,"img":1134,"imgAlt":1135,"body":1136,"_type":669,"_id":1526,"_source":671,"_file":1527,"_stem":1528,"_extension":674,"category":678,"minutes":1529},"/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":1137,"toc":1512},[1138,1143,1148,1153,1158,1163,1169,1174,1180,1185,1190,1195,1202,1208,1227,1232,1331,1337,1349,1354,1360,1365,1377,1384,1390,1395,1414,1420,1425,1430,1436,1441,1449,1461,1484,1489,1496,1502,1507],{"type":27,"tag":36,"props":1139,"children":1140},{},[1141],{"type":33,"value":1142},"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":1144,"children":1145},{},[1146],{"type":33,"value":1147},"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":1149,"children":1150},{},[1151],{"type":33,"value":1152},"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":1154,"children":1155},{},[1156],{"type":33,"value":1157},"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":1159,"children":1160},{},[1161],{"type":33,"value":1162},"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":1164,"children":1166},{"id":1165},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[1167],{"type":33,"value":1168},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":27,"tag":36,"props":1170,"children":1171},{},[1172],{"type":33,"value":1173},"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":1175,"children":1177},{"id":1176},"the-interception-of-educational-search",[1178],{"type":33,"value":1179},"The Interception of Educational Search",{"type":27,"tag":36,"props":1181,"children":1182},{},[1183],{"type":33,"value":1184},"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":1186,"children":1187},{},[1188],{"type":33,"value":1189},"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":1191,"children":1192},{},[1193],{"type":33,"value":1194},"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":1196,"children":1197},{},[1198],{"type":27,"tag":730,"props":1199,"children":1201},{"alt":7,"src":1200},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":27,"tag":28,"props":1203,"children":1205},{"id":1204},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[1206],{"type":33,"value":1207},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":27,"tag":36,"props":1209,"children":1210},{},[1211,1213,1225],{"type":33,"value":1212},"To survive this transition, you must replace click-based attribution with a ",{"type":27,"tag":1214,"props":1215,"children":1219},"a",{"href":1216,"rel":1217},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[1218],"nofollow",[1220],{"type":27,"tag":702,"props":1221,"children":1222},{},[1223],{"type":33,"value":1224},"Search Visibility Optimization (SVO)",{"type":33,"value":1226}," 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":1228,"children":1229},{},[1230],{"type":33,"value":1231},"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":984,"props":1233,"children":1234},{},[1235,1256],{"type":27,"tag":988,"props":1236,"children":1237},{},[1238],{"type":27,"tag":992,"props":1239,"children":1240},{},[1241,1246,1251],{"type":27,"tag":996,"props":1242,"children":1243},{},[1244],{"type":33,"value":1245},"Metric Category",{"type":27,"tag":996,"props":1247,"children":1248},{},[1249],{"type":33,"value":1250},"Legacy Attribution Model",{"type":27,"tag":996,"props":1252,"children":1253},{},[1254],{"type":33,"value":1255},"SVO Attribution Framework",{"type":27,"tag":1012,"props":1257,"children":1258},{},[1259,1277,1295,1313],{"type":27,"tag":992,"props":1260,"children":1261},{},[1262,1267,1272],{"type":27,"tag":1019,"props":1263,"children":1264},{},[1265],{"type":33,"value":1266},"Primary Traffic KPI",{"type":27,"tag":1019,"props":1268,"children":1269},{},[1270],{"type":33,"value":1271},"Unique Sessions, Pageviews",{"type":27,"tag":1019,"props":1273,"children":1274},{},[1275],{"type":33,"value":1276},"Influence Without Clicks (Off-site impressions)",{"type":27,"tag":992,"props":1278,"children":1279},{},[1280,1285,1290],{"type":27,"tag":1019,"props":1281,"children":1282},{},[1283],{"type":33,"value":1284},"Market Share Metric",{"type":27,"tag":1019,"props":1286,"children":1287},{},[1288],{"type":33,"value":1289},"Organic Keyword Share of Voice (SoV)",{"type":27,"tag":1019,"props":1291,"children":1292},{},[1293],{"type":33,"value":1294},"Share of Model (SOM) (Citation frequency)",{"type":27,"tag":992,"props":1296,"children":1297},{},[1298,1303,1308],{"type":27,"tag":1019,"props":1299,"children":1300},{},[1301],{"type":33,"value":1302},"Attribution Vector",{"type":27,"tag":1019,"props":1304,"children":1305},{},[1306],{"type":33,"value":1307},"Last-Click UTM Parameters, First-Click Cookie",{"type":27,"tag":1019,"props":1309,"children":1310},{},[1311],{"type":33,"value":1312},"CRM-to-Model Pipeline Association",{"type":27,"tag":992,"props":1314,"children":1315},{},[1316,1321,1326],{"type":27,"tag":1019,"props":1317,"children":1318},{},[1319],{"type":33,"value":1320},"Financial Validation",{"type":27,"tag":1019,"props":1322,"children":1323},{},[1324],{"type":33,"value":1325},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":27,"tag":1019,"props":1327,"children":1328},{},[1329],{"type":33,"value":1330},"Pipeline Velocity, Accelerated Sales Cycles",{"type":27,"tag":862,"props":1332,"children":1334},{"id":1333},"_1-quantifying-share-of-model-som",[1335],{"type":33,"value":1336},"1. Quantifying Share of Model (SOM)",{"type":27,"tag":36,"props":1338,"children":1339},{},[1340,1342,1347],{"type":33,"value":1341},"Just as you historically measured your share of voice on traditional search result pages, you must now measure your ",{"type":27,"tag":702,"props":1343,"children":1344},{},[1345],{"type":33,"value":1346},"Share of Model (SOM)",{"type":33,"value":1348},". 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":1350,"children":1351},{},[1352],{"type":33,"value":1353},"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":862,"props":1355,"children":1357},{"id":1356},"_2-measuring-influence-without-clicks",[1358],{"type":33,"value":1359},"2. Measuring Influence Without Clicks",{"type":27,"tag":36,"props":1361,"children":1362},{},[1363],{"type":33,"value":1364},"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":1366,"children":1367},{},[1368,1370,1375],{"type":33,"value":1369},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":27,"tag":702,"props":1371,"children":1372},{},[1373],{"type":33,"value":1374},"Influence Without Clicks",{"type":33,"value":1376},". 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":1378,"children":1379},{},[1380],{"type":27,"tag":730,"props":1381,"children":1383},{"alt":7,"src":1382},"https://assets.mkgmarketinginc.com/9329b26b-2033-4565-8e76-8bd7d88cddec-mkg-blog-beyond-last-click-image-2.png",[],{"type":27,"tag":28,"props":1385,"children":1387},{"id":1386},"building-the-cfo-justification-package",[1388],{"type":33,"value":1389},"Building the CFO-Justification Package",{"type":27,"tag":36,"props":1391,"children":1392},{},[1393],{"type":33,"value":1394},"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":1396,"children":1397},{},[1398,1400,1405,1407,1412],{"type":33,"value":1399},"Your ",{"type":27,"tag":702,"props":1401,"children":1402},{},[1403],{"type":33,"value":1404},"CFO Justification",{"type":33,"value":1406}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":27,"tag":702,"props":1408,"children":1409},{},[1410],{"type":33,"value":1411},"Pipeline Velocity",{"type":33,"value":1413},".",{"type":27,"tag":862,"props":1415,"children":1417},{"id":1416},"step-1-mapping-the-offline-crm-signal-loop",[1418],{"type":33,"value":1419},"Step 1: Mapping the Offline CRM Signal Loop",{"type":27,"tag":36,"props":1421,"children":1422},{},[1423],{"type":33,"value":1424},"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":1426,"children":1427},{},[1428],{"type":33,"value":1429},"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":862,"props":1431,"children":1433},{"id":1432},"step-2-calculating-pipeline-velocity-impact",[1434],{"type":33,"value":1435},"Step 2: Calculating Pipeline Velocity Impact",{"type":27,"tag":36,"props":1437,"children":1438},{},[1439],{"type":33,"value":1440},"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":1442,"children":1443},{},[1444],{"type":27,"tag":702,"props":1445,"children":1446},{},[1447],{"type":33,"value":1448},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":27,"tag":36,"props":1450,"children":1451},{},[1452,1454,1459],{"type":33,"value":1453},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":27,"tag":42,"props":1455,"children":1456},{},[1457],{"type":33,"value":1458},"before",{"type":33,"value":1460}," 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":761,"props":1462,"children":1463},{},[1464,1474],{"type":27,"tag":765,"props":1465,"children":1466},{},[1467,1472],{"type":27,"tag":702,"props":1468,"children":1469},{},[1470],{"type":33,"value":1471},"Shorter Sales Cycles:",{"type":33,"value":1473}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":27,"tag":765,"props":1475,"children":1476},{},[1477,1482],{"type":27,"tag":702,"props":1478,"children":1479},{},[1480],{"type":33,"value":1481},"Higher Win Rates:",{"type":33,"value":1483}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":27,"tag":36,"props":1485,"children":1486},{},[1487],{"type":33,"value":1488},"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":1490,"children":1491},{},[1492],{"type":27,"tag":730,"props":1493,"children":1495},{"alt":7,"src":1494},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":27,"tag":28,"props":1497,"children":1499},{"id":1498},"summary",[1500],{"type":33,"value":1501},"Summary",{"type":27,"tag":36,"props":1503,"children":1504},{},[1505],{"type":33,"value":1506},"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":1508,"children":1509},{},[1510],{"type":33,"value":1511},"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":665,"depth":665,"links":1513},[1514,1515,1516,1521,1525],{"id":1165,"depth":665,"text":1168},{"id":1176,"depth":665,"text":1179},{"id":1204,"depth":665,"text":1207,"children":1517},[1518,1520],{"id":1333,"depth":1519,"text":1336},3,{"id":1356,"depth":1519,"text":1359},{"id":1386,"depth":665,"text":1389,"children":1522},[1523,1524],{"id":1416,"depth":1519,"text":1419},{"id":1432,"depth":1519,"text":1435},{"id":1498,"depth":665,"text":1501},"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":1531,"_dir":678,"_draft":6,"_partial":6,"_locale":7,"title":1532,"description":1533,"date":1534,"imgAlt":1535,"img":1536,"body":1537,"_type":669,"_id":1891,"_source":671,"_file":1892,"_stem":1893,"_extension":674,"category":678,"minutes":1894},"/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":1538,"toc":1875},[1539,1545,1605,1611,1616,1621,1644,1650,1664,1670,1690,1696,1707,1720,1725,1731,1745,1759,1765,1771,1784,1790,1813,1819,1824,1829,1862],{"type":27,"tag":28,"props":1540,"children":1542},{"id":1541},"executive-summary-the-tldr",[1543],{"type":33,"value":1544},"Executive Summary (The TL;DR)",{"type":27,"tag":761,"props":1546,"children":1547},{},[1548,1567,1586],{"type":27,"tag":765,"props":1549,"children":1550},{},[1551,1556,1558,1565],{"type":27,"tag":702,"props":1552,"children":1553},{},[1554],{"type":33,"value":1555},"Algorithmic Consolidation:",{"type":33,"value":1557}," Google executed its ",{"type":27,"tag":1214,"props":1559,"children":1562},{"href":1560,"rel":1561},"https://www.seopress.org/newsroom/seo-news/june-2026/",[1218],[1563],{"type":33,"value":1564},"June 2026 Spam Update",{"type":33,"value":1566}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":27,"tag":765,"props":1568,"children":1569},{},[1570,1575,1577,1584],{"type":27,"tag":702,"props":1571,"children":1572},{},[1573],{"type":33,"value":1574},"The 1-Billion-User Pivot:",{"type":33,"value":1576}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":27,"tag":1214,"props":1578,"children":1581},{"href":1579,"rel":1580},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[1218],[1582],{"type":33,"value":1583},"surpassed 1 billion monthly active users",{"type":33,"value":1585},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":27,"tag":765,"props":1587,"children":1588},{},[1589,1594,1596,1603],{"type":27,"tag":702,"props":1590,"children":1591},{},[1592],{"type":33,"value":1593},"Standardized AI Attribution:",{"type":33,"value":1595}," Google Analytics 4 introduced a native ",{"type":27,"tag":1214,"props":1597,"children":1600},{"href":1598,"rel":1599},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[1218],[1601],{"type":33,"value":1602},"AI assistant channel group",{"type":33,"value":1604},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":27,"tag":28,"props":1606,"children":1608},{"id":1607},"algorithm-technical-seo-updates",[1609],{"type":33,"value":1610},"Algorithm & Technical SEO Updates",{"type":27,"tag":36,"props":1612,"children":1613},{},[1614],{"type":33,"value":1615},"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":862,"props":1617,"children":1619},{"id":1618},"june-2026-spam-update",[1620],{"type":33,"value":1564},{"type":27,"tag":36,"props":1622,"children":1623},{},[1624,1626,1633,1635,1642],{"type":33,"value":1625},"Google launched and completed its",{"type":27,"tag":1214,"props":1627,"children":1630},{"href":1628,"rel":1629},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[1218],[1631],{"type":33,"value":1632}," June 2026 Spam Update",{"type":33,"value":1634}," 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":1214,"props":1636,"children":1639},{"href":1637,"rel":1638},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[1218],[1640],{"type":33,"value":1641},"update",{"type":33,"value":1643}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":27,"tag":862,"props":1645,"children":1647},{"id":1646},"may-2026-core-update-conclusion",[1648],{"type":33,"value":1649},"May 2026 Core Update Conclusion",{"type":27,"tag":36,"props":1651,"children":1652},{},[1653,1655,1662],{"type":33,"value":1654},"This rapid spam crackdown followed the",{"type":27,"tag":1214,"props":1656,"children":1659},{"href":1657,"rel":1658},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[1218],[1660],{"type":33,"value":1661}," May 2026 Core Update",{"type":33,"value":1663},", 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":1665,"children":1667},{"id":1666},"the-geoaeo-frontier",[1668],{"type":33,"value":1669},"The GEO/AEO Frontier",{"type":27,"tag":36,"props":1671,"children":1672},{},[1673,1680,1681,1688],{"type":27,"tag":1214,"props":1674,"children":1677},{"href":1675,"rel":1676},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[1218],[1678],{"type":33,"value":1679},"Generative Experience Optimization (GEO)",{"type":33,"value":839},{"type":27,"tag":1214,"props":1682,"children":1685},{"href":1683,"rel":1684},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[1218],[1686],{"type":33,"value":1687},"Answer Engine Optimization (AEO)",{"type":33,"value":1689}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":27,"tag":862,"props":1691,"children":1693},{"id":1692},"conversational-ai-scale-behavior",[1694],{"type":33,"value":1695},"Conversational AI Scale & Behavior",{"type":27,"tag":36,"props":1697,"children":1698},{},[1699,1705],{"type":27,"tag":1214,"props":1700,"children":1702},{"href":1579,"rel":1701},[1218],[1703],{"type":33,"value":1704},"Data",{"type":33,"value":1706}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":27,"tag":761,"props":1708,"children":1709},{},[1710,1715],{"type":27,"tag":765,"props":1711,"children":1712},{},[1713],{"type":33,"value":1714},"Queries in AI Mode average three times as long as traditional searches.",{"type":27,"tag":765,"props":1716,"children":1717},{},[1718],{"type":33,"value":1719},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":27,"tag":36,"props":1721,"children":1722},{},[1723],{"type":33,"value":1724},"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":862,"props":1726,"children":1728},{"id":1727},"citation-bias-and-platform-updates",[1729],{"type":33,"value":1730},"Citation Bias and Platform Updates",{"type":27,"tag":36,"props":1732,"children":1733},{},[1734,1736,1743],{"type":33,"value":1735},"A June data study published on ",{"type":27,"tag":1214,"props":1737,"children":1740},{"href":1738,"rel":1739},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[1218],[1741],{"type":33,"value":1742},"Search Engine Land",{"type":33,"value":1744}," 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":1746,"children":1747},{},[1748,1750,1757],{"type":33,"value":1749},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":27,"tag":1214,"props":1751,"children":1754},{"href":1752,"rel":1753},"https://releasebot.io/updates/perplexity-ai",[1218],[1755],{"type":33,"value":1756},"\"Deep Research in Computer\"",{"type":33,"value":1758}," 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":1760,"children":1762},{"id":1761},"strategic-implications-for-leaders",[1763],{"type":33,"value":1764},"Strategic Implications for Leaders",{"type":27,"tag":862,"props":1766,"children":1768},{"id":1767},"what-to-ignore",[1769],{"type":33,"value":1770},"What to Ignore",{"type":27,"tag":761,"props":1772,"children":1773},{},[1774],{"type":27,"tag":765,"props":1775,"children":1776},{},[1777,1782],{"type":27,"tag":702,"props":1778,"children":1779},{},[1780],{"type":33,"value":1781},"Unvalidated \"GEO Hacks\":",{"type":33,"value":1783}," 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":862,"props":1785,"children":1787},{"id":1786},"where-to-pivot",[1788],{"type":33,"value":1789},"Where to Pivot",{"type":27,"tag":761,"props":1791,"children":1792},{},[1793,1803],{"type":27,"tag":765,"props":1794,"children":1795},{},[1796,1801],{"type":27,"tag":702,"props":1797,"children":1798},{},[1799],{"type":33,"value":1800},"Audit Your Shared Real Estate:",{"type":33,"value":1802}," 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":765,"props":1804,"children":1805},{},[1806,1811],{"type":27,"tag":702,"props":1807,"children":1808},{},[1809],{"type":33,"value":1810},"Configure Native AI Attribution:",{"type":33,"value":1812}," 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":1814,"children":1816},{"id":1815},"optimize-for-the-future",[1817],{"type":33,"value":1818},"Optimize for the Future",{"type":27,"tag":36,"props":1820,"children":1821},{},[1822],{"type":33,"value":1823},"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":1825,"children":1826},{},[1827],{"type":33,"value":1828},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":27,"tag":761,"props":1830,"children":1831},{},[1832,1842,1852],{"type":27,"tag":765,"props":1833,"children":1834},{},[1835,1840],{"type":27,"tag":702,"props":1836,"children":1837},{},[1838],{"type":33,"value":1839},"AI Search Audits:",{"type":33,"value":1841}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":27,"tag":765,"props":1843,"children":1844},{},[1845,1850],{"type":27,"tag":702,"props":1846,"children":1847},{},[1848],{"type":33,"value":1849},"Technical Site Alignment:",{"type":33,"value":1851}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":27,"tag":765,"props":1853,"children":1854},{},[1855,1860],{"type":27,"tag":702,"props":1856,"children":1857},{},[1858],{"type":33,"value":1859},"Clear Traffic Tracking:",{"type":33,"value":1861}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":27,"tag":36,"props":1863,"children":1864},{},[1865,1867,1874],{"type":33,"value":1866},"To future-proof your digital acquisition engine and lower your CAC,",{"type":27,"tag":1214,"props":1868,"children":1871},{"href":1869,"rel":1870},"https://mkgmarketinginc.com/contact/",[1218],[1872],{"type":33,"value":1873}," Book a Discovery Call with MKG today",{"type":33,"value":1413},{"title":7,"searchDepth":665,"depth":665,"links":1876},[1877,1878,1882,1886,1890],{"id":1541,"depth":665,"text":1544},{"id":1607,"depth":665,"text":1610,"children":1879},[1880,1881],{"id":1618,"depth":1519,"text":1564},{"id":1646,"depth":1519,"text":1649},{"id":1666,"depth":665,"text":1669,"children":1883},[1884,1885],{"id":1692,"depth":1519,"text":1695},{"id":1727,"depth":1519,"text":1730},{"id":1761,"depth":665,"text":1764,"children":1887},[1888,1889],{"id":1767,"depth":1519,"text":1770},{"id":1786,"depth":1519,"text":1789},{"id":1815,"depth":665,"text":1818},"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":1896,"_dir":678,"_draft":6,"_partial":6,"_locale":7,"title":1897,"description":1898,"date":1899,"img":1900,"imgAlt":1901,"body":1902,"_type":669,"_id":2291,"_source":671,"_file":2292,"_stem":2293,"_extension":674,"category":678,"minutes":2294},"/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":1903,"toc":2278},[1904,1909,1914,1919,1924,1929,1934,1940,1945,1951,1956,1961,1966,1972,1984,1989,1994,2001,2007,2021,2026,2125,2130,2135,2142,2148,2153,2158,2164,2180,2203,2208,2214,2219,2236,2241,2247,2252,2257,2264,2268,2273],{"type":27,"tag":36,"props":1905,"children":1906},{},[1907],{"type":33,"value":1908},"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":1910,"children":1911},{},[1912],{"type":33,"value":1913},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":27,"tag":36,"props":1915,"children":1916},{},[1917],{"type":33,"value":1918},"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":1920,"children":1921},{},[1922],{"type":33,"value":1923},"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":1925,"children":1926},{},[1927],{"type":33,"value":1928},"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":1930,"children":1931},{},[1932],{"type":33,"value":1933},"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":1935,"children":1937},{"id":1936},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[1938],{"type":33,"value":1939},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":27,"tag":36,"props":1941,"children":1942},{},[1943],{"type":33,"value":1944},"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":862,"props":1946,"children":1948},{"id":1947},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[1949],{"type":33,"value":1950},"1. AI Overviews and the Elimination of the Organic Click",{"type":27,"tag":36,"props":1952,"children":1953},{},[1954],{"type":33,"value":1955},"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":1957,"children":1958},{},[1959],{"type":33,"value":1960},"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":1962,"children":1963},{},[1964],{"type":33,"value":1965},"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":862,"props":1967,"children":1969},{"id":1968},"_2-the-rise-of-the-zero-click-search",[1970],{"type":33,"value":1971},"2. The Rise of the Zero-Click Search",{"type":27,"tag":36,"props":1973,"children":1974},{},[1975,1977,1982],{"type":33,"value":1976},"This monetization behavior has accelerated the prevalence of the ",{"type":27,"tag":702,"props":1978,"children":1979},{},[1980],{"type":33,"value":1981},"Zero-Click Search",{"type":33,"value":1983},". 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":1985,"children":1986},{},[1987],{"type":33,"value":1988},"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":1990,"children":1991},{},[1992],{"type":33,"value":1993},"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":1995,"children":1996},{},[1997],{"type":27,"tag":730,"props":1998,"children":2000},{"alt":7,"src":1999},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":27,"tag":28,"props":2002,"children":2004},{"id":2003},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[2005],{"type":33,"value":2006},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":27,"tag":36,"props":2008,"children":2009},{},[2010,2012,2019],{"type":33,"value":2011},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":27,"tag":1214,"props":2013,"children":2016},{"href":2014,"rel":2015},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[1218],[2017],{"type":33,"value":2018},"SEO",{"type":33,"value":2020}," 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":2022,"children":2023},{},[2024],{"type":33,"value":2025},"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":984,"props":2027,"children":2028},{},[2029,2050],{"type":27,"tag":988,"props":2030,"children":2031},{},[2032],{"type":27,"tag":992,"props":2033,"children":2034},{},[2035,2040,2045],{"type":27,"tag":996,"props":2036,"children":2037},{},[2038],{"type":33,"value":2039},"Performance Component",{"type":27,"tag":996,"props":2041,"children":2042},{},[2043],{"type":33,"value":2044},"Legacy Keyword Volume Model",{"type":27,"tag":996,"props":2046,"children":2047},{},[2048],{"type":33,"value":2049},"Search Visibility Optimization (SVO) Framework",{"type":27,"tag":1012,"props":2051,"children":2052},{},[2053,2071,2089,2107],{"type":27,"tag":992,"props":2054,"children":2055},{},[2056,2061,2066],{"type":27,"tag":1019,"props":2057,"children":2058},{},[2059],{"type":33,"value":2060},"Primary Metric",{"type":27,"tag":1019,"props":2062,"children":2063},{},[2064],{"type":33,"value":2065},"Organic Traffic, Pageviews, Keyword Rank",{"type":27,"tag":1019,"props":2067,"children":2068},{},[2069],{"type":33,"value":2070},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":27,"tag":992,"props":2072,"children":2073},{},[2074,2079,2084],{"type":27,"tag":1019,"props":2075,"children":2076},{},[2077],{"type":33,"value":2078},"Content Focus",{"type":27,"tag":1019,"props":2080,"children":2081},{},[2082],{"type":33,"value":2083},"Broad Informational Text, High-Volume Blogs",{"type":27,"tag":1019,"props":2085,"children":2086},{},[2087],{"type":33,"value":2088},"Self-Contained Passages, Node-Based Architecture",{"type":27,"tag":992,"props":2090,"children":2091},{},[2092,2097,2102],{"type":27,"tag":1019,"props":2093,"children":2094},{},[2095],{"type":33,"value":2096},"Target Infrastructure",{"type":27,"tag":1019,"props":2098,"children":2099},{},[2100],{"type":33,"value":2101},"Traditional Search Engine Indexes",{"type":27,"tag":1019,"props":2103,"children":2104},{},[2105],{"type":33,"value":2106},"Large Language Model Vector Databases",{"type":27,"tag":992,"props":2108,"children":2109},{},[2110,2115,2120],{"type":27,"tag":1019,"props":2111,"children":2112},{},[2113],{"type":33,"value":2114},"Discovery Vector",{"type":27,"tag":1019,"props":2116,"children":2117},{},[2118],{"type":33,"value":2119},"Single-Engine Keyword Matches",{"type":27,"tag":1019,"props":2121,"children":2122},{},[2123],{"type":33,"value":2124},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":27,"tag":36,"props":2126,"children":2127},{},[2128],{"type":33,"value":2129},"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":2131,"children":2132},{},[2133],{"type":33,"value":2134},"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":2136,"children":2137},{},[2138],{"type":27,"tag":730,"props":2139,"children":2141},{"alt":7,"src":2140},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":27,"tag":28,"props":2143,"children":2145},{"id":2144},"systemic-accountability-the-svo-framework-for-modern-retrieval",[2146],{"type":33,"value":2147},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":27,"tag":36,"props":2149,"children":2150},{},[2151],{"type":33,"value":2152},"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":2154,"children":2155},{},[2156],{"type":33,"value":2157},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":27,"tag":862,"props":2159,"children":2161},{"id":2160},"pillar-3-implementing-generative-engine-optimization-geo",[2162],{"type":33,"value":2163},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":27,"tag":36,"props":2165,"children":2166},{},[2167,2169,2178],{"type":33,"value":2168},"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":1214,"props":2170,"children":2172},{"href":1675,"rel":2171},[1218],[2173],{"type":27,"tag":702,"props":2174,"children":2175},{},[2176],{"type":33,"value":2177},"Generative Engine Optimization (GEO)",{"type":33,"value":2179},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":27,"tag":761,"props":2181,"children":2182},{},[2183,2193],{"type":27,"tag":765,"props":2184,"children":2185},{},[2186,2191],{"type":27,"tag":702,"props":2187,"children":2188},{},[2189],{"type":33,"value":2190},"Isolate Information into Extractable Passages:",{"type":33,"value":2192}," 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":765,"props":2194,"children":2195},{},[2196,2201],{"type":27,"tag":702,"props":2197,"children":2198},{},[2199],{"type":33,"value":2200},"Inject Specialized Terminology and Schema:",{"type":33,"value":2202}," 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":2204,"children":2205},{},[2206],{"type":33,"value":2207},"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":862,"props":2209,"children":2211},{"id":2210},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[2212],{"type":33,"value":2213},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":27,"tag":36,"props":2215,"children":2216},{},[2217],{"type":33,"value":2218},"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":2220,"children":2221},{},[2222,2224,2234],{"type":33,"value":2223},"You must expand your strategy into a comprehensive ",{"type":27,"tag":1214,"props":2225,"children":2227},{"href":1683,"rel":2226},[1218],[2228,2232],{"type":27,"tag":702,"props":2229,"children":2230},{},[2231],{"type":33,"value":1687},{"type":33,"value":2233}," ",{"type":33,"value":2235},"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":2237,"children":2238},{},[2239],{"type":33,"value":2240},"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":862,"props":2242,"children":2244},{"id":2243},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[2245],{"type":33,"value":2246},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":27,"tag":36,"props":2248,"children":2249},{},[2250],{"type":33,"value":2251},"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":2253,"children":2254},{},[2255],{"type":33,"value":2256},"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":2258,"children":2259},{},[2260],{"type":27,"tag":730,"props":2261,"children":2263},{"alt":7,"src":2262},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":27,"tag":28,"props":2265,"children":2266},{"id":1498},[2267],{"type":33,"value":1501},{"type":27,"tag":36,"props":2269,"children":2270},{},[2271],{"type":33,"value":2272},"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. Generative features like Google’s AI Overviews are soaking up high-volume informational queries, assembling answers directly on the results page, and creating a pervasive zero-click environment that starves legacy blog portfolios of traffic.",{"type":27,"tag":36,"props":2274,"children":2275},{},[2276],{"type":33,"value":2277},"To future-proof your digital acquisition engine and safeguard post-funding growth, you need to evolve your content approach into an integrated search visibility framework. That shift hinges on three concrete moves: engineering content for Generative Engine Optimization with self-contained data nodes and clean schema markup; expanding into Answer Engine Optimization to build brand authority across third-party ecosystems; and upgrading your analytics to track citation share instead of vanity pageviews. Stop running an outdated playbook that leaves your SaaS platform invisible. Demand uncompromising clarity from your tracking models, optimize directly for algorithmic retrieval, and turn generative search into a reliable, compounding driver of pipeline.",{"title":7,"searchDepth":665,"depth":665,"links":2279},[2280,2284,2285,2290],{"id":1936,"depth":665,"text":1939,"children":2281},[2282,2283],{"id":1947,"depth":1519,"text":1950},{"id":1968,"depth":1519,"text":1971},{"id":2003,"depth":665,"text":2006},{"id":2144,"depth":665,"text":2147,"children":2286},[2287,2288,2289],{"id":2160,"depth":1519,"text":2163},{"id":2210,"depth":1519,"text":2213},{"id":2243,"depth":1519,"text":2246},{"id":1498,"depth":665,"text":1501},"content:blog:seo:the-great-decoupling-why-saas-seo-is-changing-in-2026.md","blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026.md","blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026",8,{"_path":2296,"_dir":2297,"_draft":6,"_partial":6,"_locale":7,"title":2298,"description":2299,"date":2300,"img":2301,"imgAlt":1411,"body":2302,"_type":669,"_id":2703,"_source":671,"_file":2704,"_stem":2705,"_extension":674,"category":2297,"minutes":2294},"/blog/ppc/shifting-legacy-paid-playbooks-to-saas-pipeline-velocity","ppc","Shifting Legacy Paid Playbooks to SaaS Pipeline Velocity","Facing a 25% drop in pipeline conversion despite great CTRs? Here is how to stop the blended inventory bleed.","2026-07-01T04:00:00.000Z","https://assets.mkgmarketinginc.com/5b62e834-bdc3-4dbd-ad88-8c2c36cb3362-mkg-blog-why-legacy-paid-playbooks-are-failing-series-hero-image.webp",{"type":24,"children":2303,"toc":2688},[2304,2309,2314,2319,2352,2357,2362,2367,2372,2378,2383,2389,2394,2399,2404,2410,2422,2436,2443,2449,2454,2466,2474,2479,2519,2524,2531,2542,2547,2552,2558,2563,2586,2591,2597,2602,2607,2625,2630,2636,2641,2646,2653,2659,2664,2669,2674,2678,2683],{"type":27,"tag":36,"props":2305,"children":2306},{},[2307],{"type":33,"value":2308},"You just closed your Series B. The capital is in the bank, the board presentation is locked, and the mandate from your investors is non-negotiable: scale net-new ARR, accelerate market penetration, and do it with predictable efficiency.",{"type":27,"tag":36,"props":2310,"children":2311},{},[2312],{"type":33,"value":2313},"To hit these aggressive growth targets, your first instinct is to take the paid media playbooks that successfully carried you through Series A and double down on the spend. You pump more capital into your core digital acquisition channels, expecting a linear, proportional scaling of your backend revenue.",{"type":27,"tag":36,"props":2315,"children":2316},{},[2317],{"type":33,"value":2318},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":27,"tag":761,"props":2320,"children":2321},{},[2322,2332,2342],{"type":27,"tag":765,"props":2323,"children":2324},{},[2325,2330],{"type":27,"tag":702,"props":2326,"children":2327},{},[2328],{"type":33,"value":2329},"Click-Through Rates (CTRs)",{"type":33,"value":2331}," are holding perfectly steady.",{"type":27,"tag":765,"props":2333,"children":2334},{},[2335,2340],{"type":27,"tag":702,"props":2336,"children":2337},{},[2338],{"type":33,"value":2339},"Total Impressions",{"type":33,"value":2341}," are hitting record, all-time highs.",{"type":27,"tag":765,"props":2343,"children":2344},{},[2345,2350],{"type":27,"tag":702,"props":2346,"children":2347},{},[2348],{"type":33,"value":2349},"Cost-Per-Click (CPC)",{"type":33,"value":2351}," looks highly optimized and efficient.",{"type":27,"tag":36,"props":2353,"children":2354},{},[2355],{"type":33,"value":2356},"On paper, the top of your marketing funnel looks healthier than ever. But when you log into your CRM and look at the executive revenue dashboard, the reality is starkly different.",{"type":27,"tag":36,"props":2358,"children":2359},{},[2360],{"type":33,"value":2361},"The net-new sales pipeline has stalled. Your sales development representatives (SDRs) are sorting through a mountain of leads that go completely cold upon outreach. Your account executives are complaining about empty calendars, and your backend pipeline conversion rate has quietly dropped by a devastating 25%. Despite spending more capital than ever post-funding, your cost to acquire a customer (CAC) is soaring, and your capital burn rate is outpacing actual pipeline velocity.",{"type":27,"tag":36,"props":2363,"children":2364},{},[2365],{"type":33,"value":2366},"The metrics that look good on marketing slide decks are completely disconnected from cash-flow reality. The traditional B2B demand generation playbooks—heavily reliant on buying generic ad impressions, chasing abstract vanity metrics, and blindly trusting ad network automation- are fundamentally broken.",{"type":27,"tag":36,"props":2368,"children":2369},{},[2370],{"type":33,"value":2371},"To protect your capital and restart your revenue engine, you must diagnose the structural flaws in modern ad networks that cause this backend leakage and transition from an impression-chasing model to a pipeline-velocity framework.",{"type":27,"tag":28,"props":2373,"children":2375},{"id":2374},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[2376],{"type":33,"value":2377},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":27,"tag":36,"props":2379,"children":2380},{},[2381],{"type":33,"value":2382},"The core reason your backend pipeline is deteriorating while front-end metrics look healthy is a structural shift in how major digital ad networks operate. The software landscape has experienced a massive wave of algorithmic automation. Platforms have quietly removed granular user control in favor of artificial intelligence-driven, multi-placement campaigns.",{"type":27,"tag":862,"props":2384,"children":2386},{"id":2385},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[2387],{"type":33,"value":2388},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":27,"tag":36,"props":2390,"children":2391},{},[2392],{"type":33,"value":2393},"Originally introduced as a replacement for legacy video discovery formats, these campaigns are built to drive engagement across Google’s vast ecosystem: YouTube, Gmail, Discover, and the Google Display Network. On paper, this level of automation looks highly efficient. In practice, it introduces a structural issue: Blended Inventory Bleed.",{"type":27,"tag":36,"props":2395,"children":2396},{},[2397],{"type":33,"value":2398},"When you spin up a standard campaign with these settings, the ad network packages high-intent premium search and video inventory alongside low-intent fringe placements. The underlying algorithms are engineered to chase the lowest-cost clicks and impressions needed to hit your daily spend targets.",{"type":27,"tag":36,"props":2400,"children":2401},{},[2402],{"type":33,"value":2403},"As a result, your budget is steadily redirected away from true in-market buyers into automated mobile apps, low-quality YouTube surfaces, and accidental taps on mobile swipe feeds. The platform will proudly show you an optimized, low Cost-Per-MQL, while the reality in your CRM is that you’re funding non-intent traffic that has virtually no chance of becoming a closed-won opportunity.",{"type":27,"tag":862,"props":2405,"children":2407},{"id":2406},"_2-linkedin-ad-fatigue",[2408],{"type":33,"value":2409},"2. LinkedIn Ad Fatigue",{"type":27,"tag":36,"props":2411,"children":2412},{},[2413,2415,2420],{"type":33,"value":2414},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":27,"tag":702,"props":2416,"children":2417},{},[2418],{"type":33,"value":2419},"LinkedIn Ad Fatigue",{"type":33,"value":2421},". As massive amounts of venture capital pour into identical target audiences, decision-makers are being inundated with repetitive, formulaic single-image ads and gated PDF lead-generation forms.",{"type":27,"tag":36,"props":2423,"children":2424},{},[2425,2427,2434],{"type":33,"value":2426},"According to data compiled in the ",{"type":27,"tag":1214,"props":2428,"children":2431},{"href":2429,"rel":2430},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[1218],[2432],{"type":33,"value":2433},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":33,"value":2435},", non-branded search and standard social click-through rates have experienced noticeable industry-wide compression as buyers tune out generic corporate messaging. When your target audience develops ad blindness, automated bidding systems often serve your ads to peripheral, less relevant segments of your audience to hit your volume targets. You end up paying a premium for clicks from users who have the right company name on their profiles but have absolutely zero buying authority or intent.",{"type":27,"tag":36,"props":2437,"children":2438},{},[2439],{"type":27,"tag":730,"props":2440,"children":2442},{"alt":7,"src":2441},"https://assets.mkgmarketinginc.com/1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[],{"type":27,"tag":28,"props":2444,"children":2446},{"id":2445},"the-fatal-flaw-pipeline-vs-mqls",[2447],{"type":33,"value":2448},"The Fatal Flaw: Pipeline vs. MQLs",{"type":27,"tag":36,"props":2450,"children":2451},{},[2452],{"type":33,"value":2453},"If your internal marketing performance is tied to Marketing Qualified Leads (MQLs), your team is naturally incentivized to run campaigns that feed this algorithmic dilution. An MQL model views every form fill or content download as an equal unit of value.",{"type":27,"tag":36,"props":2455,"children":2456},{},[2457,2459,2464],{"type":33,"value":2458},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":27,"tag":702,"props":2460,"children":2461},{},[2462],{"type":33,"value":2463},"pipeline velocity",{"type":33,"value":2465},". Pipeline velocity measures the speed at which a prospect moves through your sales cycle and converts into actual revenue. It is governed by a simple mathematical relationship:",{"type":27,"tag":36,"props":2467,"children":2468},{},[2469],{"type":27,"tag":702,"props":2470,"children":2471},{},[2472],{"type":33,"value":2473},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":27,"tag":36,"props":2475,"children":2476},{},[2477],{"type":33,"value":2478},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",{"type":27,"tag":761,"props":2480,"children":2481},{},[2482,2499,2509],{"type":27,"tag":765,"props":2483,"children":2484},{},[2485,2490,2492,2497],{"type":27,"tag":702,"props":2486,"children":2487},{},[2488],{"type":33,"value":2489},"Diminished Opportunity Quality:",{"type":33,"value":2491}," Your total number of ",{"type":27,"tag":42,"props":2493,"children":2494},{},[2495],{"type":33,"value":2496},"qualified",{"type":33,"value":2498}," opportunities decreases because sales teams waste time calling invalid leads. This creates internal friction, slowing your organizational momentum and frustrating high-performing sales representatives.",{"type":27,"tag":765,"props":2500,"children":2501},{},[2502,2507],{"type":27,"tag":702,"props":2503,"children":2504},{},[2505],{"type":33,"value":2506},"Depressed Win Rates:",{"type":33,"value":2508}," Your win rate drops significantly because the baseline buying intent from automated placements is non-existent. Leads stay stuck in early discovery pipelines indefinitely, inflating your apparent pipeline without contributing to actual bookings.",{"type":27,"tag":765,"props":2510,"children":2511},{},[2512,2517],{"type":27,"tag":702,"props":2513,"children":2514},{},[2515],{"type":33,"value":2516},"Expanded Cycle Length:",{"type":33,"value":2518}," Your sales cycle length expands dramatically because SDRs must spend weeks chasing and filtering out accidental clicks, burning through critical sales development resources and delaying market penetration.",{"type":27,"tag":36,"props":2520,"children":2521},{},[2522],{"type":33,"value":2523},"To scale predictably post-Series B, you must ruthlessly eliminate the distinction between marketing metrics and sales reality. Every single dollar deployed into paid media must be measured not by the volume of contacts it generates, but by how effectively it accelerates velocity through the active pipeline.",{"type":27,"tag":36,"props":2525,"children":2526},{},[2527],{"type":27,"tag":730,"props":2528,"children":2530},{"alt":7,"src":2529},"https://assets.mkgmarketinginc.com/98c78d8d-12fc-4480-a7f7-54b74f1dc0e3-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-2.png",[],{"type":27,"tag":28,"props":2532,"children":2534},{"id":2533},"systemic-accountability-the-path-to-de-risking-spend",[2535,2540],{"type":27,"tag":702,"props":2536,"children":2537},{},[2538],{"type":33,"value":2539},"Systemic Accountability: The Pat",{"type":33,"value":2541},"h to De-Risking Spend",{"type":27,"tag":36,"props":2543,"children":2544},{},[2545],{"type":33,"value":2546},"Stopping this cash burn requires a fundamental shift in how you structure, audit, and hold your paid media channels accountable. You cannot treat paid media as a slot machine where you pull the lever of ad spend and pray that revenue emerges on the other side. You must treat your paid marketing as a highly predictable, mathematically verified system built on absolute truth and accountability.",{"type":27,"tag":36,"props":2548,"children":2549},{},[2550],{"type":33,"value":2551},"De-risking your post-funding ad spend requires a rigorous architectural overhaul of your marketing campaigns across three core operational pillars:",{"type":27,"tag":862,"props":2553,"children":2555},{"id":2554},"pillar-1-decoupling-blended-placements-and-enforcing-guardrails",[2556],{"type":33,"value":2557},"Pillar 1: Decoupling Blended Placements and Enforcing Guardrails",{"type":27,"tag":36,"props":2559,"children":2560},{},[2561],{"type":33,"value":2562},"The first immediate operational step to stop the bleeding is to regain control over where your ad creatives actually display. You must move away from default, fully automated campaign settings that give ad networks a blank check to distribute your budget across low-value inventory.",{"type":27,"tag":761,"props":2564,"children":2565},{},[2566,2576],{"type":27,"tag":765,"props":2567,"children":2568},{},[2569,2574],{"type":27,"tag":702,"props":2570,"children":2571},{},[2572],{"type":33,"value":2573},"Isolate Video Inventory:",{"type":33,"value":2575}," Within your Google Demand Gen Campaigns, you must actively decouple your video inventory from standard contextual display feeds. YouTube inventory must be managed and optimized as an independent channel.",{"type":27,"tag":765,"props":2577,"children":2578},{},[2579,2584],{"type":27,"tag":702,"props":2580,"children":2581},{},[2582],{"type":33,"value":2583},"Enforce Strict Exclusions:",{"type":33,"value":2585}," You must upload comprehensive placement exclusion lists that block your ads from showing on mobile applications, gaming channels, and non-business video content.",{"type":27,"tag":36,"props":2587,"children":2588},{},[2589],{"type":33,"value":2590},"By aggressively trimming away peripheral placements, you force the ad platform's algorithm to deploy your capital strictly into premium, high-intent viewing environments where your target B2B buyer is actively consuming professional content.",{"type":27,"tag":862,"props":2592,"children":2594},{"id":2593},"pillar-2-synchronizing-ad-networks-with-offline-crm-signals",[2595],{"type":33,"value":2596},"Pillar 2: Synchronizing Ad Networks with Offline CRM Signals",{"type":27,"tag":36,"props":2598,"children":2599},{},[2600],{"type":33,"value":2601},"Ad network algorithms are incredibly intelligent, but they are entirely blind to your revenue reality unless you feed them the correct data. If you only pass front-end conversion signals (like a whitepaper download or a generic form fill) back to Google and LinkedIn, their machine-learning models will continuously search for more people who exhibit that exact surface-level behavior.",{"type":27,"tag":36,"props":2603,"children":2604},{},[2605],{"type":33,"value":2606},"To fix this, you must establish an automated, real-time feedback loop between your CRM (such as HubSpot or Salesforce) and your ad network accounts. By leveraging Conversational API (CAPI) integrations and offline conversion tracking, you must pass deep-funnel milestones directly back to the ad platforms:",{"type":27,"tag":855,"props":2608,"children":2609},{},[2610,2615,2620],{"type":27,"tag":765,"props":2611,"children":2612},{},[2613],{"type":33,"value":2614},"Sales Qualified Lead (SQL) validation milestones.",{"type":27,"tag":765,"props":2616,"children":2617},{},[2618],{"type":33,"value":2619},"Formal discovery meeting completed tracking.",{"type":27,"tag":765,"props":2621,"children":2622},{},[2623],{"type":33,"value":2624},"Pipeline opportunity value verification.",{"type":27,"tag":36,"props":2626,"children":2627},{},[2628],{"type":33,"value":2629},"When the ad network’s bidding engine realizes that a specific sub-audience or placement is generating genuine pipeline velocity while another is only generating dead-end MQLs, it will automatically shift your budget away from the automated bleed and focus heavily on high-intent conversion pathways.",{"type":27,"tag":862,"props":2631,"children":2633},{"id":2632},"pillar-3-establishing-a-unified-system-of-attribution-tracking",[2634],{"type":33,"value":2635},"Pillar 3: Establishing a Unified System of Attribution Tracking",{"type":27,"tag":36,"props":2637,"children":2638},{},[2639],{"type":33,"value":2640},"You can no longer trust self-reported attribution metrics inside individual ad platforms. LinkedIn will claim a conversion if someone merely saw an ad within 30 days, and Google will do the same for a basic search impression. The result is a heavily distorted performance picture, riddled with double-counting and inflated ROI figures that hide systemic waste.",{"type":27,"tag":36,"props":2642,"children":2643},{},[2644],{"type":33,"value":2645},"You need a unified, multi-touch attribution model that captures the full behavior of the B2B buying committee. With modern enterprise deals involving roughly 10 stakeholders across many digital touchpoints, your measurement must focus on account-level engagement, not just isolated individual clicks. Track every paid interaction alongside organic, direct, and content syndication activity to identify exactly which paid motions are compressing your sales cycle and driving clean, consolidated pipeline growth.",{"type":27,"tag":36,"props":2647,"children":2648},{},[2649],{"type":27,"tag":730,"props":2650,"children":2652},{"alt":7,"src":2651},"https://assets.mkgmarketinginc.com/157d08c3-ac27-4147-832f-e4877df7a9df-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-3.png",[],{"type":27,"tag":28,"props":2654,"children":2656},{"id":2655},"protect-your-runway-by-demanding-pipeline-truth",[2657],{"type":33,"value":2658},"Protect Your Runway by Demanding Pipeline Truth",{"type":27,"tag":36,"props":2660,"children":2661},{},[2662],{"type":33,"value":2663},"As a Series B founder, your core obligation to your board, your team, and your runway is ruthless capital allocation. Clinging to legacy, volume-driven paid media tactics in today’s highly automated ad ecosystem is a near-certain path to burning cash.",{"type":27,"tag":36,"props":2665,"children":2666},{},[2667],{"type":33,"value":2668},"Stop applauding inflated impression counts and cheap, top-of-funnel leads that evaporate as soon as sales engages. Insist on full visibility into your downstream data. Require your marketing team and agencies to connect every ad dollar directly to qualified opportunities, improved win rates, and faster sales cycles.",{"type":27,"tag":36,"props":2670,"children":2671},{},[2672],{"type":33,"value":2673},"By deliberately separating blended network inventory, integrating your ad platforms with real CRM pipeline data, and managing paid media as a fully accountable, measurable system, you can strip out marketing waste, de-risk your growth runway, and build a predictable pipeline engine that positions you to dominate your category.",{"type":27,"tag":28,"props":2675,"children":2676},{"id":1498},[2677],{"type":33,"value":1501},{"type":27,"tag":36,"props":2679,"children":2680},{},[2681],{"type":33,"value":2682},"Scaling after a Series B round means moving beyond volume-based marketing metrics and focusing on real pipeline velocity. When top-of-funnel indicators (like impressions and CTRs) look strong, but pipeline conversion falls by 25%, the underlying issue is almost always a mix of platform automation and audience fatigue. Google Demand Gen and similar products use blended inventory that quietly redirects your budget away from high-intent prospects toward low-value, accidental placements in mobile games and low-quality YouTube surfaces. At the same time, decision-makers are tuning out generic corporate outreach as systemic LinkedIn Ad Fatigue sets in.",{"type":27,"tag":36,"props":2684,"children":2685},{},[2686],{"type":33,"value":2687},"To escape this growth stall and stop wasting capital, B2B SaaS founders must enforce rigorous, systemic accountability across their paid media programs. Practically, that means taking three immediate steps: separating video inventory from broad automated feeds to prevent inventory bleed, implementing offline CRM tracking so that deep-funnel milestones are pushed back into ad platforms, and rolling out multi-touch, account-level attribution to track the full buying committee. Stop optimizing for cheap MQL volume that overwhelms your sales team. 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She chose to come back to the agency world when she learned about MKG and our People First values.",{"type":27,"tag":36,"props":3666,"children":3667},{},[3668],{"type":33,"value":3669},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",{"type":27,"tag":36,"props":3671,"children":3672},{},[3673],{"type":33,"value":3674},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",{"type":27,"tag":862,"props":3676,"children":3678},{"id":3677},"fun-facts",[3679],{"type":33,"value":3680},"Fun facts",{"type":27,"tag":761,"props":3682,"children":3683},{},[3684,3689,3694],{"type":27,"tag":765,"props":3685,"children":3686},{},[3687],{"type":33,"value":3688},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":27,"tag":765,"props":3690,"children":3691},{},[3692],{"type":33,"value":3693},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",{"type":27,"tag":765,"props":3695,"children":3696},{},[3697],{"type":33,"value":3698},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":665,"depth":665,"links":3700},[3701],{"id":3677,"depth":1519,"text":3680},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3706,"_dir":3639,"_draft":6,"_partial":6,"_locale":7,"title":3707,"description":3708,"name":3707,"ref":3709,"jobTitle":3710,"team":3710,"images":3711,"linkedIn":3713,"quoteCite":3650,"sequence":3714,"body":3715,"_type":669,"_id":3776,"_source":671,"_file":3777,"_stem":3778,"_extension":674,"category":3639,"minutes":3779},"/team/alicia-antonow","Alicia Antonow","Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.","alicia-antonow","Digital Advertising Experts",{"landscape":3712},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":24,"children":3716,"toc":3774},[3717,3725,3730,3738,3743,3751,3756,3764,3769],{"type":27,"tag":36,"props":3718,"children":3719},{},[3720],{"type":27,"tag":702,"props":3721,"children":3722},{},[3723],{"type":33,"value":3724},"How I Got Into Digital Advertising",{"type":27,"tag":36,"props":3726,"children":3727},{},[3728],{"type":33,"value":3729},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",{"type":27,"tag":36,"props":3731,"children":3732},{},[3733],{"type":27,"tag":702,"props":3734,"children":3735},{},[3736],{"type":33,"value":3737},"What I Love About Paid Search",{"type":27,"tag":36,"props":3739,"children":3740},{},[3741],{"type":33,"value":3742},"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":3744,"children":3745},{},[3746],{"type":27,"tag":702,"props":3747,"children":3748},{},[3749],{"type":33,"value":3750},"Why I Chose MKG Marketing",{"type":27,"tag":36,"props":3752,"children":3753},{},[3754],{"type":33,"value":3755},"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":3757,"children":3758},{},[3759],{"type":27,"tag":702,"props":3760,"children":3761},{},[3762],{"type":33,"value":3763},"Fun Facts About Me",{"type":27,"tag":36,"props":3765,"children":3766},{},[3767],{"type":33,"value":3768},"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":3770,"children":3771},{},[3772],{"type":33,"value":3773},"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":665,"depth":665,"links":3775},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3781,"_dir":3639,"_draft":6,"_partial":6,"_locale":7,"title":3782,"description":3783,"name":3782,"jobTitle":3784,"team":3785,"images":3786,"ref":3788,"linkedIn":3789,"sequence":3790,"body":3791,"_type":669,"_id":3839,"_source":671,"_file":3840,"_stem":3841,"_extension":674,"category":3639,"minutes":665},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3787},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":24,"children":3792,"toc":3836},[3793,3799,3804,3809,3814,3818],{"type":27,"tag":36,"props":3794,"children":3796},{"className":3795},[3656],[3797],{"type":33,"value":3798},"\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":3800,"children":3801},{},[3802],{"type":33,"value":3803},"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":3805,"children":3806},{},[3807],{"type":33,"value":3808},"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":3810,"children":3811},{},[3812],{"type":33,"value":3813},"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":862,"props":3815,"children":3816},{"id":3677},[3817],{"type":33,"value":3680},{"type":27,"tag":761,"props":3819,"children":3820},{},[3821,3826,3831],{"type":27,"tag":765,"props":3822,"children":3823},{},[3824],{"type":33,"value":3825},"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":765,"props":3827,"children":3828},{},[3829],{"type":33,"value":3830},"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":765,"props":3832,"children":3833},{},[3834],{"type":33,"value":3835},"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":665,"depth":665,"links":3837},[3838],{"id":3677,"depth":1519,"text":3680},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3843,"_dir":3639,"_draft":6,"_partial":6,"_locale":7,"title":3844,"description":3845,"name":3844,"ref":3846,"jobTitle":3847,"team":3848,"images":3849,"linkedIn":3851,"quote":3852,"quoteCite":3853,"sequence":3854,"body":3855,"_type":669,"_id":3902,"_source":671,"_file":3903,"_stem":3904,"_extension":674,"category":3639,"minutes":665},"/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":3850},"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":3856,"toc":3900},[3857,3862,3867,3872,3877,3882],{"type":27,"tag":36,"props":3858,"children":3859},{},[3860],{"type":33,"value":3861},"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":3863,"children":3864},{},[3865],{"type":33,"value":3866},"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":3868,"children":3869},{},[3870],{"type":33,"value":3871},"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":3873,"children":3874},{},[3875],{"type":33,"value":3876},"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":3878,"children":3879},{},[3880],{"type":33,"value":3881},"Fun Facts:",{"type":27,"tag":761,"props":3883,"children":3884},{},[3885,3890,3895],{"type":27,"tag":765,"props":3886,"children":3887},{},[3888],{"type":33,"value":3889},"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":765,"props":3891,"children":3892},{},[3893],{"type":33,"value":3894},"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":765,"props":3896,"children":3897},{},[3898],{"type":33,"value":3899},"I love a really good French Martini.",{"title":7,"searchDepth":665,"depth":665,"links":3901},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":3906,"_dir":3639,"_draft":6,"_partial":6,"_locale":7,"title":3907,"description":3908,"name":3909,"jobTitle":3910,"images":3911,"ref":3913,"sequence":3914,"imageDescription":3915,"body":3916,"_type":669,"_id":3968,"_source":671,"_file":3969,"_stem":3970,"_extension":674,"category":3639,"minutes":665},"/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":3912},"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":3917,"toc":3965},[3918,3924,3929,3938,3943,3947],{"type":27,"tag":36,"props":3919,"children":3921},{"className":3920},[3656],[3922],{"type":33,"value":3923},"\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":3925,"children":3926},{},[3927],{"type":33,"value":3928},"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":3930,"props":3931,"children":3932},"blockquote",{},[3933],{"type":27,"tag":36,"props":3934,"children":3935},{},[3936],{"type":33,"value":3937},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":27,"tag":36,"props":3939,"children":3940},{},[3941],{"type":33,"value":3942},"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":862,"props":3944,"children":3945},{"id":3677},[3946],{"type":33,"value":3680},{"type":27,"tag":761,"props":3948,"children":3949},{},[3950,3955,3960],{"type":27,"tag":765,"props":3951,"children":3952},{},[3953],{"type":33,"value":3954},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":27,"tag":765,"props":3956,"children":3957},{},[3958],{"type":33,"value":3959},"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":765,"props":3961,"children":3962},{},[3963],{"type":33,"value":3964},"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":665,"depth":665,"links":3966},[3967],{"id":3677,"depth":1519,"text":3680},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":3972,"_dir":3639,"_draft":6,"_partial":6,"_locale":7,"title":19,"description":3973,"ref":3974,"name":19,"team":3644,"quote":3975,"images":3976,"twitter":3978,"isLeader":3648,"jobTitle":3979,"linkedIn":3978,"sequence":3779,"quoteCite":3980,"imageDescription":3981,"body":3982,"_type":669,"_id":4030,"_source":671,"_file":4031,"_stem":4032,"_extension":674,"category":3639,"minutes":3779},"/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":3977},"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":3983,"toc":4027},[3984,3990,4002,4015,4019],{"type":27,"tag":36,"props":3985,"children":3987},{"className":3986},[3656],[3988],{"type":33,"value":3989},"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":3991,"children":3992},{},[3993,3995,4000],{"type":33,"value":3994},"She also hosts our podcast, ",{"type":27,"tag":1214,"props":3996,"children":3998},{"href":3997},"/podcasts/marketing-leaders/",[3999],{"type":33,"value":16},{"type":33,"value":4001},", which brings eight digital marketing experts to your ears every quarter.",{"type":27,"tag":36,"props":4003,"children":4004},{},[4005,4007,4013],{"type":33,"value":4006},"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":1214,"props":4008,"children":4010},{"href":4009},"/about/jobs/",[4011],{"type":33,"value":4012},"Jobs page",{"type":33,"value":4014}," and see if we have a position right for you!",{"type":27,"tag":862,"props":4016,"children":4017},{"id":3677},[4018],{"type":33,"value":3680},{"type":27,"tag":761,"props":4020,"children":4021},{},[4022],{"type":27,"tag":765,"props":4023,"children":4024},{},[4025],{"type":33,"value":4026},"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":665,"depth":665,"links":4028},[4029],{"id":3677,"depth":1519,"text":3680},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4034,"_dir":3639,"_draft":6,"_partial":6,"_locale":7,"title":4035,"description":4036,"name":4035,"ref":4037,"jobTitle":4038,"team":3710,"images":4039,"linkedIn":4041,"sequence":4042,"body":4043,"_type":669,"_id":4094,"_source":671,"_file":4095,"_stem":4096,"_extension":674,"category":3639,"minutes":665},"/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":4040},"leigh-snyder.webp","leighasnyder",50,{"type":24,"children":4044,"toc":4091},[4045,4051,4056,4061,4066,4071,4076,4081,4086],{"type":27,"tag":36,"props":4046,"children":4048},{"className":4047},[3656],[4049],{"type":33,"value":4050},"\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":4052,"children":4053},{},[4054],{"type":33,"value":4055},"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":4057,"children":4058},{},[4059],{"type":33,"value":4060},"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":4062,"children":4063},{},[4064],{"type":33,"value":4065},"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":4067,"children":4068},{},[4069],{"type":33,"value":4070},"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":4072,"children":4073},{},[4074],{"type":33,"value":4075},"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":4077,"children":4078},{},[4079],{"type":33,"value":4080},"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":862,"props":4082,"children":4083},{"id":3677},[4084],{"type":33,"value":4085},"Fun Facts",{"type":27,"tag":36,"props":4087,"children":4088},{},[4089],{"type":33,"value":4090},"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":665,"depth":665,"links":4092},[4093],{"id":3677,"depth":1519,"text":4085},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4098,"_dir":4099,"_draft":6,"_partial":6,"_locale":7,"title":4100,"description":4101,"name":4100,"imageDescription":4102,"ref":4103,"jobTitle":4104,"images":4105,"linkedIn":4103,"quote":4107,"quoteCite":4100,"sequence":1128,"body":4108,"_type":669,"_id":4182,"_source":671,"_file":4183,"_stem":4184,"_extension":674,"category":4099,"minutes":3779},"/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":4106},"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":4109,"toc":4179},[4110,4123,4128,4140,4146],{"type":27,"tag":36,"props":4111,"children":4113},{"className":4112},[3656],[4114,4116,4121],{"type":33,"value":4115},"\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":702,"props":4117,"children":4118},{},[4119],{"type":33,"value":4120},"Swell Marketing Advisors",{"type":33,"value":4122}," 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":4124,"children":4125},{},[4126],{"type":33,"value":4127},"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":4129,"children":4130},{},[4131,4133,4138],{"type":33,"value":4132},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":27,"tag":702,"props":4134,"children":4135},{},[4136],{"type":33,"value":4137},"Marketing Leadership + Activation",{"type":33,"value":4139}," clients. 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As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",{"type":27,"tag":862,"props":4256,"children":4257},{"id":3677},[4258],{"type":33,"value":3680},{"type":27,"tag":761,"props":4260,"children":4261},{},[4262],{"type":27,"tag":765,"props":4263,"children":4264},{},[4265],{"type":33,"value":4026},{"title":7,"searchDepth":665,"depth":665,"links":4267},[4268],{"id":3677,"depth":1519,"text":3680},"content:team:marketing-leadership:kerry-guard.md","team/marketing-leadership/kerry-guard.md","team/marketing-leadership/kerry-guard",{"_path":4273,"_dir":4099,"_draft":6,"_partial":6,"_locale":7,"title":4274,"description":4275,"name":4276,"imageDescription":4277,"ref":4278,"jobTitle":4279,"images":4280,"linkedIn":4278,"quote":4282,"quoteCite":4276,"sequence":1529,"body":4283,"_type":669,"_id":4366,"_source":671,"_file":4367,"_stem":4368,"_extension":674,"category":4099,"minutes":3779},"/team/marketing-leadership/laura-mcaliley","Laura Mcaliley","Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. 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