[{"data":1,"prerenderedAt":4698},["ShallowReactive",2],{"podcast-marketing-leaders-christopher-collier-on-why-ai-won-t-replace-great-marketing":3,"header-articles":877,"updatesSection-all":2815,"updatesSection-all-team":3713},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"series":16,"guest":17,"guesturl":18,"iframe":19,"seotitle":8,"guestimg":20,"authors":21,"guestabout":23,"body":24,"_type":871,"_id":872,"_source":873,"_file":874,"_stem":875,"_extension":876,"category":5},"/podcasts/marketing-leaders/christopher-collier-on-why-ai-won-t-replace-great-marketing","marketing-leaders",false,"","Christopher Collier on Why AI Won’t Replace Great Marketing","In this episode, Christopher Collier discusses how AI is transforming modern marketing without replacing the fundamentals that drive business growth. He shares why marketers should use AI to amplify expertise—not replace it—while exploring attribution, content quality, SEO evolution, AI search, sales and marketing alignment, and the importance of building marketing strategies around pipeline instead of vanity metrics.","2026-07-20T19:23:03.833Z",{"url":12,"length":13},"https://share.transistor.fm/s/32bc75f1","66712839","226","52","Back on T-R-A-C-K","Christopher Collier","https://www.linkedin.com/in/christopherleecollier/","https://share.transistor.fm/e/32bc75f1","https://assets.mkgmarketinginc.com/3d8bc2e0-34a1-4c54-bb9b-1f4f34116a7f-christopher-collier.webp",[22],"Kerry Guard","Christopher Collier helps B2B organizations build high-performing marketing teams by combining servant leadership, strategic thinking, and data-driven growth.",{"type":25,"children":26,"toc":866},"root",[27,36,42,48,53,58,63,68,73,78,83,88,93,98,103,108,113,118,123,128,133,138,143,148,153,158,163,168,173,178,183,188,193,198,203,208,213,218,223,228,233,238,243,248,253,258,263,268,273,278,283,288,293,298,303,308,313,318,323,328,333,338,343,348,353,358,363,368,373,378,383,388,393,398,403,407,412,417,422,427,432,437,442,447,452,457,462,467,472,477,482,487,492,497,502,507,512,517,522,527,532,537,542,547,552,557,562,567,572,577,582,587,592,597,602,607,612,617,622,627,632,637,642,647,652,657,662,667,672,677,682,687,692,696,701,706,711,716,721,726,731,736,741,746,751,756,761,766,771,776,781,786,791,796,801,806,811,816,821,826,831,836,841,846,851,856,861],{"type":28,"tag":29,"props":30,"children":32},"element","h2",{"id":31},"overview",[33],{"type":34,"value":35},"text","Overview:",{"type":28,"tag":37,"props":38,"children":39},"p",{},[40],{"type":34,"value":41},"Christopher explains why AI is most powerful when paired with human expertise and why great marketing still depends on strong strategy, clear targeting, and continuous optimization. He shares how his team approaches attribution, AI-powered content optimization, account-based marketing, and pipeline measurement while emphasizing that marketers who continually evolve, experiment, and focus on customer needs will be best positioned for the future of AI-driven search.",{"type":28,"tag":29,"props":43,"children":45},{"id":44},"transcript",[46],{"type":34,"value":47},"Transcript:",{"type":28,"tag":37,"props":49,"children":50},{},[51],{"type":34,"value":52},"Kerry Guard  0:10  ",{"type":28,"tag":37,"props":54,"children":55},{},[56],{"type":34,"value":57},"Hello, everyone, and welcome back to Back on Track. Today is going to be an amazing conversation. Before we get into it, a little bit about our sponsor, MKG Marketing, who makes this possible. We're a B2B digital marketing agency: paid media and search, SEO plus the newer stuff everyone's arguing about, AEO and GEO, getting your brand to show up where buyers ask AI a question instead of typing it into Google. It's nice to have variety. I saw somebody say that today. I was like, that's so true. We don't have to just Google it anymore. We have options. We do it for B2B tech and SaaS companies with lean marketing teams-the ones who don't have time to figure out whether the AI hype is really wild-they're also trying to hit pipeline. Doesn't matter what we call it; we just need to make it happen. Let's do it. Let's get after it. Which is exactly what Chris and I are going to actually talk about today-the AI hype-and we're going to address the big giant technicolored elephant in the room, and we're going to waste no time doing it. So, Chris, welcome to the show.",{"type":28,"tag":37,"props":59,"children":60},{},[61],{"type":34,"value":62},"Christopher Collier  1:05  ",{"type":28,"tag":37,"props":64,"children":65},{},[66],{"type":34,"value":67},"I am very, very excited and very, very happy to be here, especially since I love that you picked up on my Technicolored elephant in the room. I did reference your credit",{"type":28,"tag":37,"props":69,"children":70},{},[71],{"type":34,"value":72},"Kerry Guard  1:14  ",{"type":28,"tag":37,"props":74,"children":75},{},[76],{"type":34,"value":77},"for that.",{"type":28,"tag":37,"props":79,"children":80},{},[81],{"type":34,"value":82},"Christopher Collier  1:14  ",{"type":28,"tag":37,"props":84,"children":85},{},[86],{"type":34,"value":87},"No, no, no. You can, you can coin it. That's yours.",{"type":28,"tag":37,"props":89,"children":90},{},[91],{"type":34,"value":92},"Kerry Guard  1:17  ",{"type":28,"tag":37,"props":94,"children":95},{},[96],{"type":34,"value":97},"No, I was it was beautiful how you said that right before we started, and I was like, \"That's happening. Yeah, yeah.",{"type":28,"tag":37,"props":99,"children":100},{},[101],{"type":34,"value":102},"Christopher Collier  1:23  ",{"type":28,"tag":37,"props":104,"children":105},{},[106],{"type":34,"value":107},"I think it's. I think it's because one, it's changing so fast, and there are so many facets to AI. I mean, you're using AI now to help create content, create video, to do marketing research, to see how you can augment yourself against the competitors. Design graphics. You know, I've been designing graphics since I was 12, and I saw some of my really good buddies and mentors. They give me the eye, but I tell them like, listen, I get the baseline, and then I bring it into Photoshop, and then I kind of, you know, augment it a little bit, and I don't know. For me, it's a great tool, and I don't think anybody should shy away from it.",{"type":28,"tag":37,"props":109,"children":110},{},[111],{"type":34,"value":112},"Kerry Guard  2:11  ",{"type":28,"tag":37,"props":114,"children":115},{},[116],{"type":34,"value":117},"But that's the thing, right? Is that it's a great tool in the hands of people who know what to do with it. Correct. That's where it's getting convoluted, and a lot of AI slap is sort of entering the realm and making it very noisy.",{"type":28,"tag":37,"props":119,"children":120},{},[121],{"type":34,"value":122},"Christopher Collier  2:29  ",{"type":28,"tag":37,"props":124,"children":125},{},[126],{"type":34,"value":127},"It's kind of, you know, it's kind of like around the early 2000s when I was in college, and you had everybody who bought a DSLR camera, and all of a sudden, they're a photographer. And one of my dear friends, Kim Fetro, actually went to school to become a photographer. You as well. And so, the one thing that I understood, just because of my design eyes, is I'm like, yeah, you can take high-quality images. Doesn't mean you're taking great photos. What's your, you know, the rule of thirds and how are you framing things, and so AI is very much similar because you need to know what good looks like, you need to know what bad looks like, and ultimately it's like the other analogy I use is anybody can pick up a hammer. It doesn't mean you're qualified to build a house. So you're only as good as you're. The tool is only as good as the person wielding the tool.",{"type":28,"tag":37,"props":129,"children":130},{},[131],{"type":34,"value":132},"Kerry Guard  3:30  ",{"type":28,"tag":37,"props":134,"children":135},{},[136],{"type":34,"value":137},"It's true. It's true. Those are great analogies. I could talk about photography all day. I lived, grew up in the dark room, and had my professor's senior year actually kicked me out, and we're like, I know you want to do this in the dark room, but these images need to be like really big, and you need to print them on like a beautiful textured paper because I had done my thesis was taking books and turning them, turning the pages into landscapes based off of what the words were saying, and I did it with a four by five camera where you could like throw things out of focus. ",{"type":28,"tag":37,"props":139,"children":140},{},[141],{"type":34,"value":142},"Christopher Collier  4:05  ",{"type":28,"tag":37,"props":144,"children":145},{},[146],{"type":34,"value":147},"Oh yeah.",{"type":28,"tag":37,"props":149,"children":150},{},[151],{"type":34,"value":152},"Kerry Guard  4:06  ",{"type":28,"tag":37,"props":154,"children":155},{},[156],{"type":34,"value":157},"And I so I still got to live in the darkroom and develop the film, which was wonderful. But then I scanned all the film in, so I was still working with film, which was good. Scanned the film in, and then I blew them up. They were like nothing enlarger could do easily, and then the paper was a matte paper, like a book, like the paper of a book, and so it totally changed the dynamic. But like that's the same with AI in the realm of like how does AI help you make something you couldn't have done before or make it better than it ever could have been because it's in the hands of somebody who knows what they're doing and they can think beyond what the medium initially gave them. I think, yeah. ",{"type":28,"tag":37,"props":159,"children":160},{},[161],{"type":34,"value":162},"Christopher Collier  4:45  ",{"type":28,"tag":37,"props":164,"children":165},{},[166],{"type":34,"value":167},"Let's keep the sorry. Let's keep double-clicking into this because it's something. It was actually an ad I saw on LinkedIn yesterday where I don't know if they're calling it the human revolution. They're revolting against AI, but they had two images of a ballerina. One actually was a real ballerina. The other one was the exact same ballerina, but done in AI. Now you could tell by looking in the audience because they were all looking forward. Everybody was very uniform. Basically, in my opinion, it was like T2, James Cameron's T2, where everybody is the exact same. Which, by the way, came out 35 years ago this summer. Which, for some of you, you actually remember when it came out. That's how old you are now. But I totally I'm 45. So yeah, I was 10, just like begging my parents to watch an R-rated movie. But I totally agree with you. I think for me, it allows the human brain to be even more curious and have more options for the imagination to just grow. Because whatever your brain thinks, you could then prompt it, and it gives you kind of an idea, and then you can run with it. But I do, I do believe that where we're headed, and where the pendulum is already swinging back, is that you have to have a human in the loop. You should have a human in the loop, and that's ultimately why we're building these things is to scale ourselves up faster, not necessarily to replace humans. That was the biggest thing when all this started coming out in what November of 20 no 2223 I can't remember.",{"type":28,"tag":37,"props":169,"children":170},{},[171],{"type":34,"value":172},"Kerry Guard  6:33  ",{"type":28,"tag":37,"props":174,"children":175},{},[176],{"type":34,"value":177},"23 yeah",{"type":28,"tag":37,"props":179,"children":180},{},[181],{"type":34,"value":182},"Christopher Collier  6:34  ",{"type":28,"tag":37,"props":184,"children":185},{},[186],{"type":34,"value":187},"Yeah, but I think it was that was 22. It was November 22, so when OpenAI released ChatGPT",{"type":28,"tag":37,"props":189,"children":190},{},[191],{"type":34,"value":192},"Kerry Guard  6:41  ",{"type":28,"tag":37,"props":194,"children":195},{},[196],{"type":34,"value":197},"Oh my gosh! But time flies.",{"type":28,"tag":37,"props":199,"children":200},{},[201],{"type":34,"value":202},"Christopher Collier  6:43  ",{"type":28,"tag":37,"props":204,"children":205},{},[206],{"type":34,"value":207},"I know, I know. But everybody was like, \"Oh, how can we become more profitable? And what can we do? Where you know, and I called it out too. I'm like, you know, a lot of SEO agencies are going to go the way of the dodo, which was sad. But also, too, a lot of modern-day business, you know, there's ebbs and flows. But the thing is, a lot of these SEO agencies, like yourself, they evolved. They evolved now to HEO and AIV, and so humans are finding out ways to use this new tool to still make their businesses a reality and to go deeper, right?",{"type":28,"tag":37,"props":209,"children":210},{},[211],{"type":34,"value":212},"Kerry Guard  7:18  ",{"type":28,"tag":37,"props":214,"children":215},{},[216],{"type":34,"value":217},"So, like for us, of course. coined so many taglines now, having done my positioning and messaging, and one of them is \"more is not more,\" because so many of these other agencies are promising to do more, when really you need to optimize, go back to basics, and work with what you have before you start adding on. ",{"type":28,"tag":37,"props":219,"children":220},{},[221],{"type":34,"value":222},"Christopher Collier  7:42  ",{"type":28,"tag":37,"props":224,"children":225},{},[226],{"type":34,"value":227},"I love that.",{"type":28,"tag":37,"props":229,"children":230},{},[231],{"type":34,"value":232},"Kerry Guard  7:43  ",{"type":28,"tag":37,"props":234,"children":235},{},[236],{"type":34,"value":237},"But also, to go deeper, like we can get so much more research. We can pull so much more data together. Yes, you could use a tool, but what if you could use multiple tools? You look across your analytics, your Google Search Console, your Semrush, or insert SEO tool here, pull that all together into Claude, and then actually analyze how people are finding you. More importantly, how are they converting, and what are they converting off of? Because I had a great conversation with somebody today where she's like, \"I know people are coming through this page of what is an SDR, but nobody's converting off of it. Of course, nobody's converting off of it because everybody has what is an SDR page these days because that's what you needed to create authority that you just don't need anymore. So yeah, you don't need that page. Let's go build authority around who you are and what you bring to the table, and go more intentional and deeper into your expertise than creating more of what's already out there.",{"type":28,"tag":37,"props":239,"children":240},{},[241],{"type":34,"value":242},"Christopher Collier  8:44  ",{"type":28,"tag":37,"props":244,"children":245},{},[246],{"type":34,"value":247},"That brings up actually an amazing point because that's something that my SEO specialist within my team, and you know, for everybody listening, I cut my teeth in SEO and SEM. That's where I built a majority of my career over 15 years before I got into leadership, and then had to, you know, I come from a design background. In fact, was it sophomore or junior year? I made such good friends with the art teacher that he just let me be his TA. And the TA was a joke because I only had to enter grades, you know, twice a semester, but I did it because there were certain things that I loved doing in his class that he just let me do all the time. Ring making, ring making. Like, I was really lost: was it lost-wax molds, and like carve the wax, make a mold, burn the wax out, then throw sterling silver in and actually make rings. Those are some of the pros. Yeah, it was actually super fun, and so I actually took advantage of different mediums of art just to kind of grow my brain. But what Blake and I did is, you know, I'm like, you know what? We have all this old content, and the old adage. More is more, more is better. You need all the content. It needs to be internally linked. I'm like, here's the thing. Now with AIV and what I like to coin HEO, which I think is the new, newest, newest one, but you know, human experience optimization, which I like that the best. Like, how is the human experiencing the content, gathering the content, and absorbing the content? But I told him, let's take anything that's older than 2023 and let's ask Claude to run- just run a whole program of what can we kill, keep, augment, and so we ran. We got rid of 200 blog pieces, and a lot of them were fluff. And I also told my team, too, I don't want non-branded fluff anymore. It's got. I don't even care if we don't even launch anything for three weeks. If it's, you know, total, total baloney, I don't want it. And so we ran this huge project where we were able to do an audit and build content. I built a series of six agents that kind of ran through some steps: where 300 ones should go in place, which ones should be augmented, which ones should be killed, and we were able to do. I would say probably what would have taken a team of three or four, maybe four or five months, maybe longer, in three to four weeks, just between the two of us. And he actually ended up having to do most of it because I'm my time split between the rest of the team and the rest of the organization. So that's one. You know, it just kind of goes back to more and more. ",{"type":28,"tag":37,"props":249,"children":250},{},[251],{"type":34,"value":252},"Kerry Guard  11:37  ",{"type":28,"tag":37,"props":254,"children":255},{},[256],{"type":34,"value":257},"What was the outcome of that, though? Like, you know, usually when you cut content, the big like you're about to like lose a ton of visibility and ranking and all of the things in the old days, but like I got to imagine the opposite sort of happened when you focused.",{"type":28,"tag":37,"props":259,"children":260},{},[261],{"type":34,"value":262},"Christopher Collier  11:53  ",{"type":28,"tag":37,"props":264,"children":265},{},[266],{"type":34,"value":267},"You know, it's Kerry. It's so funny. Our Semrush AIV score keeps going down. One thing we have searched is that the entire EHS and, well, the whole environmental health and safety software platform industry is sliding down big time in AIV. So it's not just us; everybody is sliding down. So we're still sliding down there. But I told Blake that in my experience, with all my years doing SEO, there's usually a huge crash before things equalize and you start to climb. Now, in my Data Studio dashboard that I built just to track our traffic, because we're a HubSpot house, and HubSpot and GA4 track things totally different, so you're making a face. So I, yeah. So, but the crazy thing is, we're up like 100% in traffic now. I've been able to cut a ton of bots out of it, or try to get same same, and my team's gonna listen to this. And like, you did, and that's what I've been doing at night. So I, I think it's working, but only time will tell from, you know, Semrush and some of these other tools that we can use to monitor it. What I told Blake is, you've been in augmentation creation hell for a month. Go do some fun projects. Let's get some fun projects for you to do. Then let's run some new reports after things have settled out and see where we are. ",{"type":28,"tag":37,"props":269,"children":270},{},[271],{"type":34,"value":272},"Kerry Guard  13:32  ",{"type":28,"tag":37,"props":274,"children":275},{},[276],{"type":34,"value":277},"So time to settle down totally.",{"type":28,"tag":37,"props":279,"children":280},{},[281],{"type":34,"value":282},"Christopher Collier  13:34  ",{"type":28,"tag":37,"props":284,"children":285},{},[286],{"type":34,"value":287},"100% 100%. So I will. I'll follow up with you, and we'll circle back.",{"type":28,"tag":37,"props":289,"children":290},{},[291],{"type":34,"value":292},"Kerry Guard  13:40  ",{"type":28,"tag":37,"props":294,"children":295},{},[296],{"type":34,"value":297}," Yeah, we'll circle back. I do want to know, though, because in our prep call a few weeks ago, you did mention that while traffic was down, conversions were holding.",{"type":28,"tag":37,"props":299,"children":300},{},[301],{"type":34,"value":302},"Christopher Collier  13:51  ",{"type":28,"tag":37,"props":304,"children":305},{},[306],{"type":34,"value":307},"Yeah.",{"type":28,"tag":37,"props":309,"children":310},{},[311],{"type":34,"value":312},"Kerry Guard  13:51  ",{"type":28,"tag":37,"props":314,"children":315},{},[316],{"type":34,"value":317},"Is that still your traffic up now? But is that still the case? ",{"type":28,"tag":37,"props":319,"children":320},{},[321],{"type":34,"value":322},"Christopher Collier  13:54  ",{"type":28,"tag":37,"props":324,"children":325},{},[326],{"type":34,"value":327},"Well? And and when I and when we had the prep call, I was only looking after HubSpot data, and so this week, actually, in our growth meeting, we have a weekly growth meeting. It was one of the books I read. I can't remember, but we have a weekly growth meeting where I have our demand generation, my marketing operations manager, and then our SEO professional. The four of us get together, and we talk about what we did, where did we went, what did we experimented with, and what we need to stop doing. What do we need to be doing more of? This was the first time that I'd gone into Data Studio in a while, and so I looked at the last 30 days. Traffic was going down. Well, that's because we started having huge spikes in May. So from January to June, we were actually up over 100% from where we were. So now I've got the team digging into the why. Now, if we were to go back to our prep call and just compare from HubSpot to HubSpot, yes, traffic has been falling probably five to 10% month over month. That's the norm over the rest of the. We're private equity-backed, but overall the other portcos that's the same thing too- where everybody's falling, and that's why we're trying to get really ahead of the game from an AIV perspective. But conversions are maintaining. We've launched HockeyStack to do a lot more attribution tracking, and for the most part, we're getting better quality leads because the content is better. And and whereas it may not be a direct correlation of an LLM is pulling us up, and then people are being directed straight to the website, it is where they're doing a lot of their research, and then maybe they're going ehsin.com straight into the URL in the browser, and then going directly to the website, and then doing their due diligence, and then you know saying they want a free trial or request a quote.",{"type":28,"tag":37,"props":329,"children":330},{},[331],{"type":34,"value":332},"Kerry Guard  15:54  ",{"type":28,"tag":37,"props":334,"children":335},{},[336],{"type":34,"value":337},"Are you on your forms? Do you have that lovely little box that says \"How did you find us? And do you have it open-ended?",{"type":28,"tag":37,"props":339,"children":340},{},[341],{"type":34,"value":342},"Christopher Collier  16:01  ",{"type":28,"tag":37,"props":344,"children":345},{},[346],{"type":34,"value":347},"No, because we've got. I'm a big attribution guy, and you know, when I took the seat almost three years ago here, one of the biggest things we needed to do right away was UTM parameters to get conversion tracking properly installed. And so the reason why I don't do that, Kerry, is because, especially from an open end standpoint, and the volume we've got is that sometimes it's really hard to connect the dots, and so that's why we we we implemented Hockey Stack, and then I would say we've got attribution down to probably 95 96% accuracy, where I can, I we can go into any channel, and so ROI.",{"type":28,"tag":37,"props":349,"children":350},{},[351],{"type":34,"value":352},"Kerry Guard  16:46  ",{"type":28,"tag":37,"props":354,"children":355},{},[356],{"type":34,"value":357},"That's unheard of.",{"type":28,"tag":37,"props":359,"children":360},{},[361],{"type":34,"value":362},"Christopher Collier  16:49  ",{"type":28,"tag":37,"props":364,"children":365},{},[366],{"type":34,"value":367},"I yeah. Well, all marketing leaders should be in the same mindset I've got because your job depends on it. Your job depends on you spending what little budget you've got, and being able to show what multiple of return you're bringing in on every dollar you spend. And if you can't do that, you're literally just throwing darts in the dark and hoping the money pipeline grows. It doesn't know.",{"type":28,"tag":37,"props":369,"children":370},{},[371],{"type":34,"value":372},"Kerry Guard  17:15  ",{"type":28,"tag":37,"props":374,"children":375},{},[376],{"type":34,"value":377},"Right? It depends on your business and like how, yes. So like, is your business more transactional? Because the more transactional businesses are stuff. So it's not okay. So you have more of a long cycle and all of that fun job. Yes.",{"type":28,"tag":37,"props":379,"children":380},{},[381],{"type":34,"value":382},"Christopher Collier  17:29  ",{"type":28,"tag":37,"props":384,"children":385},{},[386],{"type":34,"value":387},"Yeah. The average sales cycle is probably, you know, for mid markets 90 days, and then enterprise can go up to a year.",{"type":28,"tag":37,"props":389,"children":390},{},[391],{"type":34,"value":392},"Kerry Guard  17:38  ",{"type":28,"tag":37,"props":394,"children":395},{},[396],{"type":34,"value":397},"Yeah, that makes sense.",{"type":28,"tag":37,"props":399,"children":400},{},[401],{"type":34,"value":402},"Speaker 1  17:40  ",{"type":28,"tag":37,"props":404,"children":405},{},[406],{"type":34,"value":307},{"type":28,"tag":37,"props":408,"children":409},{},[410],{"type":34,"value":411},"Kerry Guard  17:40  ",{"type":28,"tag":37,"props":413,"children":414},{},[415],{"type":34,"value":416},"Okay, so I gotta know then, like, how are you tracking attribution, and how are you tracking multiple touch points? Because that's always, like, like going off of last click. It's generally going to be, especially these days, SEO to some, you know, organic in some regard. But you got other channels at play, especially from a dark social standpoint. So, how are you? You said your UTM codes. Are you basically slapping a UTM on the end of every single URL for everything that you do?",{"type":28,"tag":37,"props":418,"children":419},{},[420],{"type":34,"value":421},"Christopher Collier  18:11  ",{"type":28,"tag":37,"props":423,"children":424},{},[425],{"type":34,"value":426},"Yeah, yeah. In fact, and from a paid.",{"type":28,"tag":37,"props":428,"children":429},{},[430],{"type":34,"value":431},"Kerry Guard  18:15  ",{"type":28,"tag":37,"props":433,"children":434},{},[435],{"type":34,"value":436},"I love it.",{"type":28,"tag":37,"props":438,"children":439},{},[440],{"type":34,"value":441},"Christopher Collier  18:16  ",{"type":28,"tag":37,"props":443,"children":444},{},[445],{"type":34,"value":446},"Yeah, from a paid perspective too. It's, I mean, it's clear down to the keyword level as well. And I learned that. ",{"type":28,"tag":37,"props":448,"children":449},{},[450],{"type":34,"value":451},"Kerry Guard  18:21  ",{"type":28,"tag":37,"props":453,"children":454},{},[455],{"type":34,"value":456},"Yeah, and that's a little easier to do from paid.",{"type":28,"tag":37,"props":458,"children":459},{},[460],{"type":34,"value":461},"Christopher Collier  18:23  ",{"type":28,"tag":37,"props":463,"children":464},{},[465],{"type":34,"value":466},"It is, but most people don't do it. And, you know, my former demand it takes time. And my former demand generation manager, Mohammed Bozo, shout out. He would be like, hey, MQLs are flowing. Lots of, you know, like this is great. I'm like, yeah, cool. Like, this keyword is bringing in a lot of MQLs, but in six months it never opened up any pipeline. Why is that? And it hasn't. So kill it. And he would look at me shocked, like, what? We're like, no, no, we're not looking at volume. We are looking at quality. I would rather spend two to three times more for an MQL if it's guaranteed to open pipeline versus a bunch of them that would be purely tire kickers and brand awareness.",{"type":28,"tag":37,"props":468,"children":469},{},[470],{"type":34,"value":471},"Kerry Guard  19:15  ",{"type":28,"tag":37,"props":473,"children":474},{},[475],{"type":34,"value":476},"Yeah, but",{"type":28,"tag":37,"props":478,"children":479},{},[480],{"type":34,"value":481},"Christopher Collier  19:15  ",{"type":28,"tag":37,"props":483,"children":484},{},[485],{"type":34,"value":486},"I mean, to answer the rest of your question with Hockey Stack, we're getting so much better at doing all the different layers of touches that a prospect and potential future customer will take in order to get to that point. Because all of our channels, I mean, we've got organic, which I would split into the organic, old school search engines. Then you've got your LLMs. Then you have paid, which we use Bing, Google, and LinkedIn. We used to do Reddit, but after Reddit's traffic was cut by 50% when the LLMs were launched, we kind of went away from there. Then you've got. You know, webinars, third-party content syndication, you know, just a multitude of things. So we're able to now show that, okay, and wait, and actually, I'm kind of a first-click guy. I'm like, how did they get in first? Like, they could have researched a bunch before, but they finally submitted. They submitted the form on this one, and so I'll go. No, that's paid. No, that's organic. No, that's this, and it's worked out for me in my career. But you know, and other people may be like, no, you're not doing a U, or you're not doing, you know, a multi-touch attribution. ",{"type":28,"tag":37,"props":488,"children":489},{},[490],{"type":34,"value":491},"Kerry Guard  20:38  ",{"type":28,"tag":37,"props":493,"children":494},{},[495],{"type":34,"value":496},"But you know, it's too hard to do all of the. You have to sort of hang your hat on something. I'm glad you're not hanging it on last click because I feel like that's not really telling you anything. Because, as I said, I feel like the way the customer journey is sort of netting out, and it's not completely this way yet. But I think where it's headed, you tell me because you have more data on this. But I feel like it's mostly going to end up in the organic bucket where that's not how they learned about us, learned about you to begin with.",{"type":28,"tag":37,"props":498,"children":499},{},[500],{"type":34,"value":501},"Christopher Collier  21:05  ",{"type":28,"tag":37,"props":503,"children":504},{},[505],{"type":34,"value":506},"100% And you know, it's like what I, my sons, I love my sons dearly. They're 25, or the youngest turns 20 next Friday, and they still don't know what I do, and they've both decided we encourage our boys either, you know, college or trades. That's the two options that you've got in life. Their college tuitions were paid for. Mom was very brilliant and started trust funds when, you know, they were little. But they don't want to go to college, so they don't like this. We're going to go buy a vacation house if they decide to do anything with it, but they still don't know what I do, and I'm sitting there explaining things, and I'm trying to do my best before they gloss over because everybody in our family has ADHD, so I explain them. Listen, I'm trying to basically I'm the guy with the sandwich board on the corner, and I'm screaming, \"Come buy my sandwiches, and then I take the person, and I take them to the cashier, and I'm simplifying things. But the cashier's the salesperson. I'm like, okay, this person is interested in buying a sandwich. Now you convince them on what sandwich they want, or you give them the options. But then I go further, and I tell them, listen. Also, too, you're asking a girl. She says no the first 50 times, but you're staying persistent. She finally says yes the last time. Did nothing before get any credit, or was that you constantly showing your value and kind of giving the reasons why she should say yes on the 50th time, and so that's why I like the first time because that's the first impression. ",{"type":28,"tag":37,"props":508,"children":509},{},[510],{"type":34,"value":511},"Kerry Guard  22:47  ",{"type":28,"tag":37,"props":513,"children":514},{},[515],{"type":34,"value":516},"Yeah, yeah, that matters, especially nowadays. You gotta build the trust. I'd love to know what your data is because you actually have the data. I mean, Dream Data did this ages ago where they discovered it was like 18 months from first impression to booking a call. I think Six Sense also proved that it's like three vendors are decided upon the minute they book that sales call. I would say now that vendors are decided on before they even come to your website.",{"type":28,"tag":37,"props":518,"children":519},{},[520],{"type":34,"value":521},"Christopher Collier  23:15  ",{"type":28,"tag":37,"props":523,"children":524},{},[525],{"type":34,"value":526},"Yeah, yeah, right. Yeah, yeah. I would totally agree. And actually, I forgot one channel too. We run ABM because I started running ABM when no one knew what ABM was. We started working with Terminus six years ago, and I know you know Six Sense in demand or demand base, or yeah, they were before that. But those are the three. I actually use Enrich. Shout out, they're, I think, the best platform out there, especially for your money. But the data, and that's the thing with Hockey Stack, is that we started to see some of these things, and also too, everybody's contemplating Hockey Stack, and Hockey Stack, you're not going to like this. It is one of the most difficult platforms I have ever implemented. We had to hire a third party to come in and help us. And I'm not a dum dum. I run all the Martech. I run all the operations. I evaluate the tech. My operations manager and I, and my former operations manager and I, we spent months trying to get this going. And my philosophy is, you buy it, you get it going in two to three weeks, so we get a baseline. Exactly, yeah. And it's hard, and even now, customer service is not great. So if you're listening, Hockey Stack, that's what's up.",{"type":28,"tag":37,"props":528,"children":529},{},[530],{"type":34,"value":531},"Kerry Guard  24:37  ",{"type":28,"tag":37,"props":533,"children":534},{},[535],{"type":34,"value":536},"What's hard about it?",{"type":28,"tag":37,"props":538,"children":539},{},[540],{"type":34,"value":541},"Christopher Collier  24:39  ",{"type":28,"tag":37,"props":543,"children":544},{},[545],{"type":34,"value":546},"They have a philosophy on how you should track things and how you should do things in your CRM, rather than being a little more flexible and understanding that not everybody is cookie cutter. And they kept quoting their CEO, like, \"I do it this way. I'm like, \"That's cool. I've been doing this longer than you've been alive.\" So you know, it's not to say that I'm smarter than you, but there are just different ways of being able to do these things, and you need to be a little more flexible. Granted, I think it's growing pains for a fantastic Ferrari platform. We were actually going down between Dream Data and Hockey Stack, and Hockey Stack came in at the 11th hour and cut their ice by a bunch because we were signing on with Dream Data. But what we're seeing now is, I mean, there is just a ton of touch points. There are so many more touch points than we thought, and the buyer's journey is a lot longer. And you're right: by the time they've come to your website and they have they have made a decision, or they're down to two to three solution providers that they will actually go with, or they'll decide to vet out by that time. And so it kind of goes to like with my ABM philosophy as well. With intent scores, you're not hitting them at, you know, 10 to 18 points, and it varies by industry, it varies by size of company, it varies by a lot of different variables. You're kind of out of the conversation by the time it hits 40, 50, 60, 70. Like they've made the decision, or they've got an incumbent, and they're validating other ones to maybe get their incumbent to drop price. So, anyways, I'm rambling. So, throwing the ball.",{"type":28,"tag":37,"props":548,"children":549},{},[550],{"type":34,"value":551},"Kerry Guard  26:30  ",{"type":28,"tag":37,"props":553,"children":554},{},[555],{"type":34,"value":556},"That's yeah. I haven't actually. I'm not as ABM versed in terms of platforms, and my team's worked in them a bunch. But the intent signal is interesting in terms of, yeah, I would imagine you want to get in there early when the signal's starting to like show, but not be definitive. That makes a ton of sense actually for when to strike and build on that and be part of the build versus coming in too late. That, yeah, that makes total sense.",{"type":28,"tag":37,"props":558,"children":559},{},[560],{"type":34,"value":561},"Christopher Collier  26:59  ",{"type":28,"tag":37,"props":563,"children":564},{},[565],{"type":34,"value":566},"We actually just worked with Enrich too. They've gotten a lot better at their QBR level to provide insights and suggestions on how you if you spend this and you reconfigure your campaigns, you could expect X Y Z amount of extra pipeline to drop, and then if you're nurturing it properly, and you multiply it by your close rate, you know here's the additional close one ARR that you could have drop into your revenue buckets. We just relaunched it yesterday, and it's kind of similar to what I had ran in my previous lives, but it's also more simplified, and it's more of a four stage where you've got hot in market, cold, and engaged, and those are pretty, yeah, and they're pretty they're pretty self-explanatory, and then we break it down by the top five industries that we play well in, and so specific.",{"type":28,"tag":37,"props":568,"children":569},{},[570],{"type":34,"value":571},"Kerry Guard  28:03  ",{"type":28,"tag":37,"props":573,"children":574},{},[575],{"type":34,"value":576},"Yes, to all, like I think this is where certain channels are definitely going to flourish more because, especially ABM being a great example of that. Like the more it feels like, the more specific you get in terms of your ICP and who you work with, and the problem you solve, the better you're going to do because that's what's going to get rewarded right now, and not because there's so much noise and everything's so generic that I did a big research project that I'm working on for Cyber Marketing con, and I looked across multiple verticals within cyber. Pulled about four to six clients, companies, four to six companies within that, and what I found was that my hypothesis was that the big enterprises probably were getting mentioned in LLMs more often than smaller startups because they just have a bigger digital footprint, and AI search rewards you having a lot to say across multiple platforms, especially if your customers are talking about you. But turns out that once you get enterprise, your message has been so watered down that you're not getting recommended because you just do so much for everyone that they're actually rewarding the smaller companies that are very specific in the problems they solve and who they solve them for, so they're more likely to serve those up versus the incumbents. So I think what you're saying makes a ton of sense in terms of like getting really specific, not just in your message, but also in your ideal customer, and really understanding who you serve and really marrying the message to that. Especially now, it's just, yeah, reform.",{"type":28,"tag":37,"props":578,"children":579},{},[580],{"type":34,"value":581},"Christopher Collier  29:57  ",{"type":28,"tag":37,"props":583,"children":584},{},[585],{"type":34,"value":586},"Yeah, I mean, nailing it. You know. I keep mentioning Blake Bauer, who's on my team. His father was my mentor, still really good friends. I've known Blake since he was six. He started house-sitting for us when he was 16, and then I started mentoring him. And then you know, he asked me for, you know, he's like, \"Hey, if I get a degree in marketing, you know, and I was like, \"Listen, you get a degree in marketing. You keep really good grades. You do these other things, i.e., GA four certification. Get up to snuff with HubSpot. Learn SEO because I and here's my point. I asked them in these curricula, what are they teaching you? We both went to Washington State University, go Cougs, and the 4Ps are still applicable, but it's still an archaic way of simplifying what marketing has become. Marketing has changed more so probably even in the last six months than the last 20 years, and it all comes down to targeting. It's the targeting you. It's the targeting and who you're targeting. But the targeting really, I think for me, it encompasses your ICP, the personas were in there, and then where where's the where are the personas sitting? Where are they reading? Where are they looking? And so you could wrap up the 4p right in there. Now the pricing, that's not marketing anymore. That's dictated by product. That and perhaps maybe in a multi-level conversation with probably product sales, maybe a little bit of marketing based on their research and what they're seeing the market doing, and and you know, like we just released our MCP connector from our, you know, going back to AI, so we can connect directly to Claude, and that was something of a hot conversation with us where I was like, listen, no one's going to buy it if we charge X Y Z, like no one's going to do it. Other platforms are giving it away for free. You know, if we're doing an early adopter thing, you've got to drop the price. But my point is targeting, targeting, targeting, targeting. That is the most important thing. You could you if if any marketing leaders listening to this could gain anything from our conversation, I would say spend most of your time on ICP and targeting.",{"type":28,"tag":37,"props":588,"children":589},{},[590],{"type":34,"value":591},"Kerry Guard  32:17  ",{"type":28,"tag":37,"props":593,"children":594},{},[595],{"type":34,"value":596},"I sort of said it in my opening, and actually it's shifting right now because we're an iterative company, and I'm just an iterative learner. I get data, and I get signals, and then I make changes, and so we've always worked with VPs of marketing who sit in that early stage- not early stage like startup, but in that scale-up. Like, okay, they have a thing, and now they need to either go to Exit or Enterprise, and like we come in and we help them from an SEO and digital ads perspective, bring those channels together, and like create the whoosh. And so.",{"type":28,"tag":37,"props":598,"children":599},{},[600],{"type":34,"value":601},"Christopher Collier  32:53  ",{"type":28,"tag":37,"props":603,"children":604},{},[605],{"type":34,"value":606},"I like that. But what I found was whoosh.",{"type":28,"tag":37,"props":608,"children":609},{},[610],{"type":34,"value":611},"Kerry Guard  32:55  ",{"type":28,"tag":37,"props":613,"children":614},{},[615],{"type":34,"value":616},"But what I found was it was even more specific than that in the company size, it we actually work with a lot of companies who've been around for a really long time and just really dependent on sales and never really got their marketing act together, and now they're starting to think about how to actually do marketing to support their sales team, and they that's like where we get brought in, which is inter, which is like an interesting find I had. I'm like, okay, I can actually target that. I can look at companies who've been around for a long time, who have stalled, aren't really growing, haven't been growing for a while, and probably need to change. What used to work for them in terms of growth is no longer working. Who are those folks? And so, by dialing that in just a little bit further, I'm now able to message them a little bit more intentionally and showcase case studies about exactly how we've helped companies exactly like theirs start the growth path again to enterprise and exit. And it's just an easier story to tell when you know exactly who you support.",{"type":28,"tag":37,"props":618,"children":619},{},[620],{"type":34,"value":621},"Christopher Collier  34:02  ",{"type":28,"tag":37,"props":623,"children":624},{},[625],{"type":34,"value":626},"And two, I like the callout with VPs. I'm a VP. I've been doing this for, I've been, I'm one of those crazies that actually got a marketing degree from college, and then it's unheard of. And then all of my other peers that graduated with our marketing degrees, I don't know of one who works in marketing. Kyle went into construction, and then another friend. She's a CRO, but it's a good background to have a marketing background, you know, if you're in sales, but when you hit VP level, you probably should have the level of expertise and the experience in the head that I do, and I'm not trying to top myself. Like I've. I've been in the weeds, and I've been grinding it out for 20 years, and I've only been in leadership for four or five years, so it's been a long haul, but I like that you call out VPs because a lot of times too, you've got people that are stubborn and they think they know everything, but in reality, one they either don't have the team properly set up to do what you can offer, or two, they don't know what they don't know, and what they don't know is they need help. Yeah. So yeah.",{"type":28,"tag":37,"props":628,"children":629},{},[630],{"type":34,"value":631},"Kerry Guard  35:35  ",{"type":28,"tag":37,"props":633,"children":634},{},[635],{"type":34,"value":636},"I know. I, I VPs are the ones who generally hire us, and I think that's a good point, and I don't. I usually find that they do try and do it for as long as they can themselves until they can't. ",{"type":28,"tag":37,"props":638,"children":639},{},[640],{"type":34,"value":641},"Christopher Collier  35:48  ",{"type":28,"tag":37,"props":643,"children":644},{},[645],{"type":34,"value":646},"And so they're worried about the jobs, you know, especially if you're a VC and their resources are limited.",{"type":28,"tag":37,"props":648,"children":649},{},[650],{"type":34,"value":651},"Christopher Collier  35:53  ",{"type":28,"tag":37,"props":653,"children":654},{},[655],{"type":34,"value":656},"I mean, I have a small team. There are five of us total, and how I set up my team is everybody's got their so much, so much, and I mean AI is a part of it. But we actually, you know, Mo Mohammed, who was the incumbent marketing manager, and when they hired me, he was like, \"Listen, everybody in the company, you've taken me as far as you can, and we need to bring somebody in who's actually got? Who's done this and has a lot of experience? He was doing both sides of the man-generated operations, and he actually ran out, and he started his own marketing agency, Butter Marketing. He actually stole that from me, but actually I stole it from a Mike Myers skit on SNL, where he's like, you know, I'm going to give you a topic. Here's Butter. Now talk amongst yourselves, but I split his role into two because I'm like, listen, we're missing the boat on DG; we're missing the boat on operations. We need to have two professionals in there. So we brought Ivan and brought Wes in, and so now we're a team of five: product marketing manager, AIB SEO professional, DG professional, and then ops person. Now everybody's got their specialties, and there's a lot of overlap because a team should not be running in silos. There should be collaboration because that's where the best ideas come from. I come in as I have a very foul mouth, but I'm I will be I will be PC. I just come in, and I'm the utility player, and I will do the grunt work. I will do the crap work. I go, guys, my strategy that we collaborate on, but ultimately my name's attached to it. And if we fail, if you fail, it no no, it's me. I fail, and so I give them the autonomy to run these departments. I come in as a utility player. If they fail, I don't point the finger at them. I actually take all the blame and wear the bullet. Well, sometimes it's bulletproof. Best to kind of give them that ability to breathe. Not sure where my point was. My ADHD is kicking in. ",{"type":28,"tag":37,"props":658,"children":659},{},[660],{"type":34,"value":661},"Kerry Guard  38:03  ",{"type":28,"tag":37,"props":663,"children":664},{},[665],{"type":34,"value":666},"We're just talking about VPs and how they tend to try and do as much as they can. And so it sounds like you really brought in a strong team, and now you're playing the support player because you can do it all because you have done it all. But you don't now have to do it all, but you can fill in the gaps because you know you know enough to be dangerous. That's what I'm picking up.",{"type":28,"tag":37,"props":668,"children":669},{},[670],{"type":34,"value":671},"Christopher Collier  38:26  ",{"type":28,"tag":37,"props":673,"children":674},{},[675],{"type":34,"value":676},"Yes, yeah, and I mean, yeah. So thank you for bringing me back. So it it comes down to in the VC and PE world, and I think everybody's who's listening, who's in these roles and who's working for PE and VC, and and again to to to all my friends who are running the go to market teams and the PEs that I work with, it's no knock against you, but if there's a lot of times there's imposter syndrome, and and also too like you're scared for your job if numbers are not going the right way and you do not know what you're doing. My philosophy is, I raise my hand up very fast. I'm like, we're going the wrong direction. I do not know how to correct this. I either need to bring in outside help, either via the go-to GTM teams at the PEs, or I need to go get expertise just to help us get a lift and figure things out. I see too many times VPs where they don't do that, and then their heads on the chop, the chopping block, and then also the the business is not doing well either because now you've waited another quarter, two quarter, half to let that movie play out, where at the end everybody dies, whereas you should have been like, \"Hey, the plane crashed. Here's the flare. Helps coming in. They're dropping in food. The dog sleds are coming in. If anybody's seen the movie Alive, that's what I'm quoting right now. But none of them live, by the way. But.",{"type":28,"tag":37,"props":678,"children":679},{},[680],{"type":34,"value":681},"Kerry Guard  40:00  ",{"type":28,"tag":37,"props":683,"children":684},{},[685],{"type":34,"value":686},"Spoiler alert!",{"type":28,"tag":37,"props":688,"children":689},{},[690],{"type":34,"value":691},"Christopher Collier  40:02  ",{"type":28,"tag":37,"props":693,"children":694},{},[695],{"type":34,"value":686},{"type":28,"tag":37,"props":697,"children":698},{},[699],{"type":34,"value":700},"Kerry Guard  40:03  ",{"type":28,"tag":37,"props":702,"children":703},{},[704],{"type":34,"value":705},"I do want to know because I love this, and I do think we don't always raise our hand because we're not sure when to raise our hand. And I love that you're saying raise it as early as humanly possible. What's that leading indicator for you? Is that like the initial? I don't want to call them MQLs because I love what you said to your demand gen person: like, yeah, we're getting a ton of MQLs over here, but let's be real, none of them are actually shaken out. So, what is that? That could have been a vanity metric, sort of hiding the reality of what was happening. So, is it MQLs? Is it pipeline? Like, what's sort of that moment where you're like, we've got to turn the ship around because we're going to start going in the wrong direction any second now.",{"type":28,"tag":37,"props":707,"children":708},{},[709],{"type":34,"value":710},"Christopher Collier  40:43  ",{"type":28,"tag":37,"props":712,"children":713},{},[714],{"type":34,"value":715},"Yeah, so my EVP of sales, John Nichols, and I work very closely together. Cesar Maraquin, who's our VP of customer success at EHS Insight, we call ourselves the GTM Trifecta. So we're the triad. We're the leadership of revenue coming into the company, top of funnel, closing the deal, keeping the deal, keeping the customer. We pride ourselves that although we do fight like brothers sometimes, we are extremely close, and that's how every revenue team should be in a company. And if you're not like that, you guys should figure it out because you should be. The first thing I always ask John when pipeline. So to answer your question, pipeline is the most important thing that a marketing team should be providing the sales team. Now there are arguments, and John and I are always trying to get the sales team to do more self-sourced, sales-generated pipeline, which we all know from an outbound perspective, is getting harder and harder every day. But I will do the Glen Gary Glen Ross, where I'm. I will go. Are the leads shit pipeline's not growing, and that's the that's the that's the one report that I am refreshing four to five times a day. Have any new deals been created today? What's the attribution of where they came from? Okay, I do brag a lot. Marketing, my department, sources 90-8% of the pipeline for our company. I'd like to give a pat on the back for me, but no, it's it's it's my team. It's my team. It's a we, not a me. So that's the main thing that I will look at: why is pipeline not growing? And we had a little bit of a blip in Q2 where, you know, pipeline was slow. You've got to go back and look at the historical data. Q2 typically tends to be a lower-generating pipeline for us, and I think it's the time of year everybody's going into the summer, but I will ask. Okay, pipeline's not growing now. We need to now we need to work backwards. Now everyone's like, whoa, MQLs are the starting point, and then they go to SQL, and then, you know, maybe there's pre-op and then op. I'm like, yeah, okay, great, but if no pipelines are being generated, there's your clear indicator, and then you start working backward. I'm like, okay, well, what's the conversion metrics? Okay, conversion metrics with everything over a blended landscape looks great. All right, then we need to look at it by channel. Has one particular channel started to maybe flounder a little bit, or did they trip at the starting line? Oh, okay. Well, this one's flopped. This one's been one that has been, you know, let's just say Google Ads. Google Ads has been fantastic at creating pipeline for us. Why has it been floundering? Is cost going up? Is it not generating the same quality and quantity that we have in the past? And so, you know, it allows me, if we look at pipeline first, to start unraveling the mystery backward as it leads back to MQL. So whereas I say MQL is a vanity metric, and it's not the most important one, it also is too. So it's kind of a double-edged mystery quandary. ",{"type":28,"tag":37,"props":717,"children":718},{},[719],{"type":34,"value":720},"Kerry Guard  44:02  ",{"type":28,"tag":37,"props":722,"children":723},{},[724],{"type":34,"value":725},"Start, though, yeah, and that's probably how you figured out that, yeah, we were getting a lot of MQLs from this one keyword, but when you start a pipeline and work your way backward, like there are no there's no pipeline from that keyword. We need to turn that off. We need to figure out what keywords are developing that, so we can put more money into those other keywords.",{"type":28,"tag":37,"props":727,"children":728},{},[729],{"type":34,"value":730},"Christopher Collier  44:21  ",{"type":28,"tag":37,"props":732,"children":733},{},[734],{"type":34,"value":735},"Exactly, exactly. ",{"type":28,"tag":37,"props":737,"children":738},{},[739],{"type":34,"value":740},"Kerry Guard  44:23  ",{"type":28,"tag":37,"props":742,"children":743},{},[744],{"type":34,"value":745},"I have a gazillion more questions.",{"type":28,"tag":37,"props":747,"children":748},{},[749],{"type":34,"value":750},"Christopher Collier  44:24  ",{"type":28,"tag":37,"props":752,"children":753},{},[754],{"type":34,"value":755},"Let's go.",{"type":28,"tag":37,"props":757,"children":758},{},[759],{"type":34,"value":760},"Kerry Guard  44:26  ",{"type":28,"tag":37,"props":762,"children":763},{},[764],{"type":34,"value":765},"But we're almost at time. We've got to do a follow-up.",{"type":28,"tag":37,"props":767,"children":768},{},[769],{"type":34,"value":770},"Christopher Collier  44:31  ",{"type":28,"tag":37,"props":772,"children":773},{},[774],{"type":34,"value":775}," I know",{"type":28,"tag":37,"props":777,"children":778},{},[779],{"type":34,"value":780},"Kerry Guard  44:33  ",{"type":28,"tag":37,"props":782,"children":783},{},[784],{"type":34,"value":785},"We're gonna have to do a follow-up in a few months when you have more data. Last question for you is, in terms of AI and the technicolored elephant in the room. Circling back on that, yeah. Where are you looking? You know, you have all this data that you're sitting on. It's all good to look back and say, based on what happened, this is what happened, but... What are you thinking about in terms of moving forward? Where are you sort of placing your bets? Where are you building up, you know, more resources around certain things because you're like, that's where it's headed. That's where we need to do more. Are you doubling down on what's currently working, and more is not more?",{"type":28,"tag":37,"props":787,"children":788},{},[789],{"type":34,"value":790},"Christopher Collier  45:19  ",{"type":28,"tag":37,"props":792,"children":793},{},[794],{"type":34,"value":795},"I mean, that is a really good question, and I don't know if I've got a well-thought-out answer, so I might mumble and kind of stumble a little bit here. Yeah, I mean, ultimately, it's monitoring what ICP would be searching for. I think it's iterative changes of the content to continue to make it better. There are also areas of our website that, you know, when we launched our new website in August of 2024, which everyone would call geriatric, we like to continuously evolve the website over and over and over, so it's never stagnant. We're now rebuilding it like so. We serve multiple different industries, and we have 30-four modules on our platform. It's going up or going down depending on the day with consolidation and new launches. But there is what we have seen: elaboration of the industry. So whereas before it was okay, like, oh, we serve this industry and we do this, and we do that. Now it's a matter of really long-form is back in a way. So really building out that industry page because that person that's landing on it, we're big in oil and energy. They're not going to want something that is just like a half page. Like it just fits the screen, and that's it. There's no. You need to be exhaustive and listen. This is what we specifically do for your industry. Same thing with the modules. Here are all the things that we do with this module. So we're in the process of rebuilding all of those pages because with an AI V mindset of if somebody's searching for this module or they're searching for EHS safety platforms within this industry, we need to be seen as a thought leader. It comes back to being a thought leader. There's brand awareness, thought leadership, and then looking shiny. No, I'm actually, you know, don't have to be polished. No, but",{"type":28,"tag":37,"props":797,"children":798},{},[799],{"type":34,"value":800},"Kerry Guard  47:36  ",{"type":28,"tag":37,"props":802,"children":803},{},[804],{"type":34,"value":805},"No, but those are two. Those can totally be the two pillars, and then you can start going down into the customer journey deeper, but those are definitely the two pillars right now that are like that have gotten lost in the sauce over the years as we all tasted leads and gamified lead lead lead lead capture and sort of lost lost sight of like what actually brought those leads in to begin with, which is absolutely those two pillars of brand awareness and thought leadership, and we need to get back there. So when you're not doing more, you're doubling down on the pages you have and how the audience has changed. I think positioning and messaging should be like a painting, and it should never be finished.",{"type":28,"tag":37,"props":807,"children":808},{},[809],{"type":34,"value":810},"Christopher Collier  48:16  ",{"type":28,"tag":37,"props":812,"children":813},{},[814],{"type":34,"value":815},"100%. I mean, and also, my philosophy and my team love it. Like, if it's not broken, break it, redo it. I mean, we did that with ABM. We do that with the website all the time. We do that when we're evaluating. Okay, well, attribution is working. Like, can we get better? Break it. And my team, I think, likes that because it's a never-ending quest and also mystery for just getting better over  time, and it causes you to never be stagnant. You know, a lot of people are like, set it and forget it. In marketing, you better be you better be changing every single day, week, month, six months, year. If you're not evolving, you're in the wrong discipline of business.",{"type":28,"tag":37,"props":817,"children":818},{},[819],{"type":34,"value":820},"Kerry Guard  49:04  ",{"type":28,"tag":37,"props":822,"children":823},{},[824],{"type":34,"value":825},"And I think that's the perfect place to wrap this up. I'm so grateful for this conversation, Chris. Me too. Where can people find you? They want to learn more about you and the company and want to stay in touch.",{"type":28,"tag":37,"props":827,"children":828},{},[829],{"type":34,"value":830},"Christopher Collier  49:16  ",{"type":28,"tag":37,"props":832,"children":833},{},[834],{"type":34,"value":835},"I mean, I'm always open to DMs on LinkedIn. You can find me. My name is Christopher. I think it's my full URL. Christopher Lee Collier, same middle name as my father. But I work for EHS Insights. We're an environmental health and safety platform. But if you want to reach out to me, pick my brain. Please don't try to sell me something because if you are an agency or you're somebody who does demand generation or anything. I've been doing it longer than you, and I'm probably better than you. But I'm happy to have a conversation, and I'm happy to chop it up. Yeah, but I don't, I don't need services right now. But I am happy to share knowledge because that's another thing I'll end with too. Knowledge should be shared, and it should not be captured. And I've had people in our company say, \"Well, like, where you're kind of giving, you're kind of giving the playbook of how to be successful with what we're doing. I'm like, \"Yeah, that's cool. Somebody at a competitor could try and pick up the recipe, but the cake's not going to turn out the same.",{"type":28,"tag":37,"props":837,"children":838},{},[839],{"type":34,"value":840},"Kerry Guard  50:17  ",{"type":28,"tag":37,"props":842,"children":843},{},[844],{"type":34,"value":845},"No, no, absolutely not. There's so much in there; I think we only skimmed the top of probably everything that your team's got going on. I can attest from an SEO and digital ads perspective, the nuance is endless for both of those. So hats off to you and your team for really completing so much of the dream from an attribution standpoint, from understanding how to measure success, having sales and marketing alignment, there's so much here that marketers and and especially VPs in in a similar seat are struggling with, who would love to have this, you know, all of these things, and you just gave them so much hope to be able to have them. So thank you for that. I'm so grateful. And yeah, I'll people definitely go reach out and go hang out with Chris, as I will be. We'll be following up. We'll be having another conversation. So be sure to tune back in to that. It's going to be. I would",{"type":28,"tag":37,"props":847,"children":848},{},[849],{"type":34,"value":850},"Christopher Collier  51:16  ",{"type":28,"tag":37,"props":852,"children":853},{},[854],{"type":34,"value":855},"I would love that. I would love that. Let's do it again.",{"type":28,"tag":37,"props":857,"children":858},{},[859],{"type":34,"value":860},"Kerry Guard  51:18  ",{"type":28,"tag":37,"props":862,"children":863},{},[864],{"type":34,"value":865},"Absolutely. For everyone listening, if this hit home, go connect with Chris on LinkedIn. That's where he shows up and keeps it real. And if you're one of those lean B2B tech teams trying to hit pipeline while everyone around you is arguing about whether the AI hype is real, that's the room for MKG Marketing Libs. Come find us. Happy to help. We're here live every Thursday. Share the episode. Tag a marketing leader who needs to hear it, and it's not you- problem part- and we'll catch up with you next week. Thank you all so much.",{"title":7,"searchDepth":867,"depth":867,"links":868},2,[869,870],{"id":31,"depth":867,"text":35},{"id":44,"depth":867,"text":47},"markdown","content:podcasts:marketing-leaders:christopher-collier-on-why-ai-won-t-replace-great-marketing.md","content","podcasts/marketing-leaders/christopher-collier-on-why-ai-won-t-replace-great-marketing.md","podcasts/marketing-leaders/christopher-collier-on-why-ai-won-t-replace-great-marketing","md",[878,1292,1658,2058,2470],{"_path":879,"_dir":880,"_draft":6,"_partial":6,"_locale":7,"title":881,"description":882,"date":883,"img":884,"imgAlt":885,"body":886,"_type":871,"_id":1288,"_source":873,"_file":1289,"_stem":1290,"_extension":876,"category":880,"minutes":1291},"/blog/seo/beyond-last-click-the-board-ready-svo-dashboard","seo","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":25,"children":887,"toc":1274},[888,893,898,903,908,913,919,924,930,935,940,945,953,959,979,984,1089,1096,1108,1113,1119,1124,1136,1143,1149,1154,1173,1179,1184,1189,1195,1200,1208,1221,1246,1251,1258,1264,1269],{"type":28,"tag":37,"props":889,"children":890},{},[891],{"type":34,"value":892},"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":28,"tag":37,"props":894,"children":895},{},[896],{"type":34,"value":897},"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":28,"tag":37,"props":899,"children":900},{},[901],{"type":34,"value":902},"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":28,"tag":37,"props":904,"children":905},{},[906],{"type":34,"value":907},"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":28,"tag":37,"props":909,"children":910},{},[911],{"type":34,"value":912},"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":28,"tag":29,"props":914,"children":916},{"id":915},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[917],{"type":34,"value":918},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":28,"tag":37,"props":920,"children":921},{},[922],{"type":34,"value":923},"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":28,"tag":29,"props":925,"children":927},{"id":926},"the-interception-of-educational-search",[928],{"type":34,"value":929},"The Interception of Educational Search",{"type":28,"tag":37,"props":931,"children":932},{},[933],{"type":34,"value":934},"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":28,"tag":37,"props":936,"children":937},{},[938],{"type":34,"value":939},"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":28,"tag":37,"props":941,"children":942},{},[943],{"type":34,"value":944},"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":28,"tag":37,"props":946,"children":947},{},[948],{"type":28,"tag":949,"props":950,"children":952},"img",{"alt":7,"src":951},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":28,"tag":29,"props":954,"children":956},{"id":955},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[957],{"type":34,"value":958},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":28,"tag":37,"props":960,"children":961},{},[962,964,977],{"type":34,"value":963},"To survive this transition, you must replace click-based attribution with a ",{"type":28,"tag":965,"props":966,"children":970},"a",{"href":967,"rel":968},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[969],"nofollow",[971],{"type":28,"tag":972,"props":973,"children":974},"strong",{},[975],{"type":34,"value":976},"Search Visibility Optimization (SVO)",{"type":34,"value":978}," 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":28,"tag":37,"props":980,"children":981},{},[982],{"type":34,"value":983},"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":28,"tag":985,"props":986,"children":987},"table",{},[988,1012],{"type":28,"tag":989,"props":990,"children":991},"thead",{},[992],{"type":28,"tag":993,"props":994,"children":995},"tr",{},[996,1002,1007],{"type":28,"tag":997,"props":998,"children":999},"th",{},[1000],{"type":34,"value":1001},"Metric Category",{"type":28,"tag":997,"props":1003,"children":1004},{},[1005],{"type":34,"value":1006},"Legacy Attribution Model",{"type":28,"tag":997,"props":1008,"children":1009},{},[1010],{"type":34,"value":1011},"SVO Attribution Framework",{"type":28,"tag":1013,"props":1014,"children":1015},"tbody",{},[1016,1035,1053,1071],{"type":28,"tag":993,"props":1017,"children":1018},{},[1019,1025,1030],{"type":28,"tag":1020,"props":1021,"children":1022},"td",{},[1023],{"type":34,"value":1024},"Primary Traffic KPI",{"type":28,"tag":1020,"props":1026,"children":1027},{},[1028],{"type":34,"value":1029},"Unique Sessions, Pageviews",{"type":28,"tag":1020,"props":1031,"children":1032},{},[1033],{"type":34,"value":1034},"Influence Without Clicks (Off-site impressions)",{"type":28,"tag":993,"props":1036,"children":1037},{},[1038,1043,1048],{"type":28,"tag":1020,"props":1039,"children":1040},{},[1041],{"type":34,"value":1042},"Market Share Metric",{"type":28,"tag":1020,"props":1044,"children":1045},{},[1046],{"type":34,"value":1047},"Organic Keyword Share of Voice (SoV)",{"type":28,"tag":1020,"props":1049,"children":1050},{},[1051],{"type":34,"value":1052},"Share of Model (SOM) (Citation frequency)",{"type":28,"tag":993,"props":1054,"children":1055},{},[1056,1061,1066],{"type":28,"tag":1020,"props":1057,"children":1058},{},[1059],{"type":34,"value":1060},"Attribution Vector",{"type":28,"tag":1020,"props":1062,"children":1063},{},[1064],{"type":34,"value":1065},"Last-Click UTM Parameters, First-Click Cookie",{"type":28,"tag":1020,"props":1067,"children":1068},{},[1069],{"type":34,"value":1070},"CRM-to-Model Pipeline Association",{"type":28,"tag":993,"props":1072,"children":1073},{},[1074,1079,1084],{"type":28,"tag":1020,"props":1075,"children":1076},{},[1077],{"type":34,"value":1078},"Financial Validation",{"type":28,"tag":1020,"props":1080,"children":1081},{},[1082],{"type":34,"value":1083},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":28,"tag":1020,"props":1085,"children":1086},{},[1087],{"type":34,"value":1088},"Pipeline Velocity, Accelerated Sales Cycles",{"type":28,"tag":1090,"props":1091,"children":1093},"h3",{"id":1092},"_1-quantifying-share-of-model-som",[1094],{"type":34,"value":1095},"1. Quantifying Share of Model (SOM)",{"type":28,"tag":37,"props":1097,"children":1098},{},[1099,1101,1106],{"type":34,"value":1100},"Just as you historically measured your share of voice on traditional search result pages, you must now measure your ",{"type":28,"tag":972,"props":1102,"children":1103},{},[1104],{"type":34,"value":1105},"Share of Model (SOM)",{"type":34,"value":1107},". This KPI tracks how frequently your SaaS platform is cited as a recommended vendor or authoritative source across dominant large language models.",{"type":28,"tag":37,"props":1109,"children":1110},{},[1111],{"type":34,"value":1112},"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":28,"tag":1090,"props":1114,"children":1116},{"id":1115},"_2-measuring-influence-without-clicks",[1117],{"type":34,"value":1118},"2. Measuring Influence Without Clicks",{"type":28,"tag":37,"props":1120,"children":1121},{},[1122],{"type":34,"value":1123},"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":28,"tag":37,"props":1125,"children":1126},{},[1127,1129,1134],{"type":34,"value":1128},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":28,"tag":972,"props":1130,"children":1131},{},[1132],{"type":34,"value":1133},"Influence Without Clicks",{"type":34,"value":1135},". 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":28,"tag":37,"props":1137,"children":1138},{},[1139],{"type":28,"tag":949,"props":1140,"children":1142},{"alt":7,"src":1141},"https://assets.mkgmarketinginc.com/9329b26b-2033-4565-8e76-8bd7d88cddec-mkg-blog-beyond-last-click-image-2.png",[],{"type":28,"tag":29,"props":1144,"children":1146},{"id":1145},"building-the-cfo-justification-package",[1147],{"type":34,"value":1148},"Building the CFO-Justification Package",{"type":28,"tag":37,"props":1150,"children":1151},{},[1152],{"type":34,"value":1153},"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":28,"tag":37,"props":1155,"children":1156},{},[1157,1159,1164,1166,1171],{"type":34,"value":1158},"Your ",{"type":28,"tag":972,"props":1160,"children":1161},{},[1162],{"type":34,"value":1163},"CFO Justification",{"type":34,"value":1165}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":28,"tag":972,"props":1167,"children":1168},{},[1169],{"type":34,"value":1170},"Pipeline Velocity",{"type":34,"value":1172},".",{"type":28,"tag":1090,"props":1174,"children":1176},{"id":1175},"step-1-mapping-the-offline-crm-signal-loop",[1177],{"type":34,"value":1178},"Step 1: Mapping the Offline CRM Signal Loop",{"type":28,"tag":37,"props":1180,"children":1181},{},[1182],{"type":34,"value":1183},"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":28,"tag":37,"props":1185,"children":1186},{},[1187],{"type":34,"value":1188},"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":28,"tag":1090,"props":1190,"children":1192},{"id":1191},"step-2-calculating-pipeline-velocity-impact",[1193],{"type":34,"value":1194},"Step 2: Calculating Pipeline Velocity Impact",{"type":28,"tag":37,"props":1196,"children":1197},{},[1198],{"type":34,"value":1199},"Use the standard financial formula for revenue acceleration to show how your SVO efforts directly de-risk the sales cycle:",{"type":28,"tag":37,"props":1201,"children":1202},{},[1203],{"type":28,"tag":972,"props":1204,"children":1205},{},[1206],{"type":34,"value":1207},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":1209,"children":1210},{},[1211,1213,1219],{"type":34,"value":1212},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":28,"tag":1214,"props":1215,"children":1216},"em",{},[1217],{"type":34,"value":1218},"before",{"type":34,"value":1220}," 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":28,"tag":1222,"props":1223,"children":1224},"ul",{},[1225,1236],{"type":28,"tag":1226,"props":1227,"children":1228},"li",{},[1229,1234],{"type":28,"tag":972,"props":1230,"children":1231},{},[1232],{"type":34,"value":1233},"Shorter Sales Cycles:",{"type":34,"value":1235}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":28,"tag":1226,"props":1237,"children":1238},{},[1239,1244],{"type":28,"tag":972,"props":1240,"children":1241},{},[1242],{"type":34,"value":1243},"Higher Win Rates:",{"type":34,"value":1245}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":28,"tag":37,"props":1247,"children":1248},{},[1249],{"type":34,"value":1250},"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":28,"tag":37,"props":1252,"children":1253},{},[1254],{"type":28,"tag":949,"props":1255,"children":1257},{"alt":7,"src":1256},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":28,"tag":29,"props":1259,"children":1261},{"id":1260},"summary",[1262],{"type":34,"value":1263},"Summary",{"type":28,"tag":37,"props":1265,"children":1266},{},[1267],{"type":34,"value":1268},"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":28,"tag":37,"props":1270,"children":1271},{},[1272],{"type":34,"value":1273},"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":867,"depth":867,"links":1275},[1276,1277,1278,1283,1287],{"id":915,"depth":867,"text":918},{"id":926,"depth":867,"text":929},{"id":955,"depth":867,"text":958,"children":1279},[1280,1282],{"id":1092,"depth":1281,"text":1095},3,{"id":1115,"depth":1281,"text":1118},{"id":1145,"depth":867,"text":1148,"children":1284},[1285,1286],{"id":1175,"depth":1281,"text":1178},{"id":1191,"depth":1281,"text":1194},{"id":1260,"depth":867,"text":1263},"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":1293,"_dir":880,"_draft":6,"_partial":6,"_locale":7,"title":1294,"description":1295,"date":1296,"imgAlt":1297,"img":1298,"body":1299,"_type":871,"_id":1654,"_source":873,"_file":1655,"_stem":1656,"_extension":876,"category":880,"minutes":1657},"/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":25,"children":1300,"toc":1638},[1301,1307,1367,1373,1378,1383,1406,1412,1426,1432,1453,1459,1470,1483,1488,1494,1508,1522,1528,1534,1547,1553,1576,1582,1587,1592,1625],{"type":28,"tag":29,"props":1302,"children":1304},{"id":1303},"executive-summary-the-tldr",[1305],{"type":34,"value":1306},"Executive Summary (The TL;DR)",{"type":28,"tag":1222,"props":1308,"children":1309},{},[1310,1329,1348],{"type":28,"tag":1226,"props":1311,"children":1312},{},[1313,1318,1320,1327],{"type":28,"tag":972,"props":1314,"children":1315},{},[1316],{"type":34,"value":1317},"Algorithmic Consolidation:",{"type":34,"value":1319}," Google executed its ",{"type":28,"tag":965,"props":1321,"children":1324},{"href":1322,"rel":1323},"https://www.seopress.org/newsroom/seo-news/june-2026/",[969],[1325],{"type":34,"value":1326},"June 2026 Spam Update",{"type":34,"value":1328}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":28,"tag":1226,"props":1330,"children":1331},{},[1332,1337,1339,1346],{"type":28,"tag":972,"props":1333,"children":1334},{},[1335],{"type":34,"value":1336},"The 1-Billion-User Pivot:",{"type":34,"value":1338}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":28,"tag":965,"props":1340,"children":1343},{"href":1341,"rel":1342},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[969],[1344],{"type":34,"value":1345},"surpassed 1 billion monthly active users",{"type":34,"value":1347},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":28,"tag":1226,"props":1349,"children":1350},{},[1351,1356,1358,1365],{"type":28,"tag":972,"props":1352,"children":1353},{},[1354],{"type":34,"value":1355},"Standardized AI Attribution:",{"type":34,"value":1357}," Google Analytics 4 introduced a native ",{"type":28,"tag":965,"props":1359,"children":1362},{"href":1360,"rel":1361},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[969],[1363],{"type":34,"value":1364},"AI assistant channel group",{"type":34,"value":1366},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":28,"tag":29,"props":1368,"children":1370},{"id":1369},"algorithm-technical-seo-updates",[1371],{"type":34,"value":1372},"Algorithm & Technical SEO Updates",{"type":28,"tag":37,"props":1374,"children":1375},{},[1376],{"type":34,"value":1377},"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":28,"tag":1090,"props":1379,"children":1381},{"id":1380},"june-2026-spam-update",[1382],{"type":34,"value":1326},{"type":28,"tag":37,"props":1384,"children":1385},{},[1386,1388,1395,1397,1404],{"type":34,"value":1387},"Google launched and completed its",{"type":28,"tag":965,"props":1389,"children":1392},{"href":1390,"rel":1391},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[969],[1393],{"type":34,"value":1394}," June 2026 Spam Update",{"type":34,"value":1396}," 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":28,"tag":965,"props":1398,"children":1401},{"href":1399,"rel":1400},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[969],[1402],{"type":34,"value":1403},"update",{"type":34,"value":1405}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":28,"tag":1090,"props":1407,"children":1409},{"id":1408},"may-2026-core-update-conclusion",[1410],{"type":34,"value":1411},"May 2026 Core Update Conclusion",{"type":28,"tag":37,"props":1413,"children":1414},{},[1415,1417,1424],{"type":34,"value":1416},"This rapid spam crackdown followed the",{"type":28,"tag":965,"props":1418,"children":1421},{"href":1419,"rel":1420},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[969],[1422],{"type":34,"value":1423}," May 2026 Core Update",{"type":34,"value":1425},", 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":28,"tag":29,"props":1427,"children":1429},{"id":1428},"the-geoaeo-frontier",[1430],{"type":34,"value":1431},"The GEO/AEO Frontier",{"type":28,"tag":37,"props":1433,"children":1434},{},[1435,1442,1444,1451],{"type":28,"tag":965,"props":1436,"children":1439},{"href":1437,"rel":1438},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[969],[1440],{"type":34,"value":1441},"Generative Experience Optimization (GEO)",{"type":34,"value":1443}," and ",{"type":28,"tag":965,"props":1445,"children":1448},{"href":1446,"rel":1447},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[969],[1449],{"type":34,"value":1450},"Answer Engine Optimization (AEO)",{"type":34,"value":1452}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":28,"tag":1090,"props":1454,"children":1456},{"id":1455},"conversational-ai-scale-behavior",[1457],{"type":34,"value":1458},"Conversational AI Scale & Behavior",{"type":28,"tag":37,"props":1460,"children":1461},{},[1462,1468],{"type":28,"tag":965,"props":1463,"children":1465},{"href":1341,"rel":1464},[969],[1466],{"type":34,"value":1467},"Data",{"type":34,"value":1469}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":28,"tag":1222,"props":1471,"children":1472},{},[1473,1478],{"type":28,"tag":1226,"props":1474,"children":1475},{},[1476],{"type":34,"value":1477},"Queries in AI Mode average three times as long as traditional searches.",{"type":28,"tag":1226,"props":1479,"children":1480},{},[1481],{"type":34,"value":1482},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":28,"tag":37,"props":1484,"children":1485},{},[1486],{"type":34,"value":1487},"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":28,"tag":1090,"props":1489,"children":1491},{"id":1490},"citation-bias-and-platform-updates",[1492],{"type":34,"value":1493},"Citation Bias and Platform Updates",{"type":28,"tag":37,"props":1495,"children":1496},{},[1497,1499,1506],{"type":34,"value":1498},"A June data study published on ",{"type":28,"tag":965,"props":1500,"children":1503},{"href":1501,"rel":1502},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[969],[1504],{"type":34,"value":1505},"Search Engine Land",{"type":34,"value":1507}," 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":28,"tag":37,"props":1509,"children":1510},{},[1511,1513,1520],{"type":34,"value":1512},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":28,"tag":965,"props":1514,"children":1517},{"href":1515,"rel":1516},"https://releasebot.io/updates/perplexity-ai",[969],[1518],{"type":34,"value":1519},"\"Deep Research in Computer\"",{"type":34,"value":1521}," 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":28,"tag":29,"props":1523,"children":1525},{"id":1524},"strategic-implications-for-leaders",[1526],{"type":34,"value":1527},"Strategic Implications for Leaders",{"type":28,"tag":1090,"props":1529,"children":1531},{"id":1530},"what-to-ignore",[1532],{"type":34,"value":1533},"What to Ignore",{"type":28,"tag":1222,"props":1535,"children":1536},{},[1537],{"type":28,"tag":1226,"props":1538,"children":1539},{},[1540,1545],{"type":28,"tag":972,"props":1541,"children":1542},{},[1543],{"type":34,"value":1544},"Unvalidated \"GEO Hacks\":",{"type":34,"value":1546}," 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":28,"tag":1090,"props":1548,"children":1550},{"id":1549},"where-to-pivot",[1551],{"type":34,"value":1552},"Where to Pivot",{"type":28,"tag":1222,"props":1554,"children":1555},{},[1556,1566],{"type":28,"tag":1226,"props":1557,"children":1558},{},[1559,1564],{"type":28,"tag":972,"props":1560,"children":1561},{},[1562],{"type":34,"value":1563},"Audit Your Shared Real Estate:",{"type":34,"value":1565}," 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":28,"tag":1226,"props":1567,"children":1568},{},[1569,1574],{"type":28,"tag":972,"props":1570,"children":1571},{},[1572],{"type":34,"value":1573},"Configure Native AI Attribution:",{"type":34,"value":1575}," 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":28,"tag":29,"props":1577,"children":1579},{"id":1578},"optimize-for-the-future",[1580],{"type":34,"value":1581},"Optimize for the Future",{"type":28,"tag":37,"props":1583,"children":1584},{},[1585],{"type":34,"value":1586},"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":28,"tag":37,"props":1588,"children":1589},{},[1590],{"type":34,"value":1591},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":28,"tag":1222,"props":1593,"children":1594},{},[1595,1605,1615],{"type":28,"tag":1226,"props":1596,"children":1597},{},[1598,1603],{"type":28,"tag":972,"props":1599,"children":1600},{},[1601],{"type":34,"value":1602},"AI Search Audits:",{"type":34,"value":1604}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":28,"tag":1226,"props":1606,"children":1607},{},[1608,1613],{"type":28,"tag":972,"props":1609,"children":1610},{},[1611],{"type":34,"value":1612},"Technical Site Alignment:",{"type":34,"value":1614}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":28,"tag":1226,"props":1616,"children":1617},{},[1618,1623],{"type":28,"tag":972,"props":1619,"children":1620},{},[1621],{"type":34,"value":1622},"Clear Traffic Tracking:",{"type":34,"value":1624}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":28,"tag":37,"props":1626,"children":1627},{},[1628,1630,1637],{"type":34,"value":1629},"To future-proof your digital acquisition engine and lower your CAC,",{"type":28,"tag":965,"props":1631,"children":1634},{"href":1632,"rel":1633},"https://mkgmarketinginc.com/contact/",[969],[1635],{"type":34,"value":1636}," Book a Discovery Call with MKG today",{"type":34,"value":1172},{"title":7,"searchDepth":867,"depth":867,"links":1639},[1640,1641,1645,1649,1653],{"id":1303,"depth":867,"text":1306},{"id":1369,"depth":867,"text":1372,"children":1642},[1643,1644],{"id":1380,"depth":1281,"text":1326},{"id":1408,"depth":1281,"text":1411},{"id":1428,"depth":867,"text":1431,"children":1646},[1647,1648],{"id":1455,"depth":1281,"text":1458},{"id":1490,"depth":1281,"text":1493},{"id":1524,"depth":867,"text":1527,"children":1650},[1651,1652],{"id":1530,"depth":1281,"text":1533},{"id":1549,"depth":1281,"text":1552},{"id":1578,"depth":867,"text":1581},"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":1659,"_dir":880,"_draft":6,"_partial":6,"_locale":7,"title":1660,"description":1661,"date":1662,"img":1663,"imgAlt":1664,"body":1665,"_type":871,"_id":2054,"_source":873,"_file":2055,"_stem":2056,"_extension":876,"category":880,"minutes":2057},"/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":25,"children":1666,"toc":2041},[1667,1672,1677,1682,1687,1692,1697,1703,1708,1714,1719,1724,1729,1735,1747,1752,1757,1764,1770,1784,1789,1888,1893,1898,1905,1911,1916,1921,1927,1943,1966,1971,1977,1982,1999,2004,2010,2015,2020,2027,2031,2036],{"type":28,"tag":37,"props":1668,"children":1669},{},[1670],{"type":34,"value":1671},"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":28,"tag":37,"props":1673,"children":1674},{},[1675],{"type":34,"value":1676},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":28,"tag":37,"props":1678,"children":1679},{},[1680],{"type":34,"value":1681},"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":28,"tag":37,"props":1683,"children":1684},{},[1685],{"type":34,"value":1686},"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":28,"tag":37,"props":1688,"children":1689},{},[1690],{"type":34,"value":1691},"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":28,"tag":37,"props":1693,"children":1694},{},[1695],{"type":34,"value":1696},"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":28,"tag":29,"props":1698,"children":1700},{"id":1699},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[1701],{"type":34,"value":1702},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":28,"tag":37,"props":1704,"children":1705},{},[1706],{"type":34,"value":1707},"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":28,"tag":1090,"props":1709,"children":1711},{"id":1710},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[1712],{"type":34,"value":1713},"1. AI Overviews and the Elimination of the Organic Click",{"type":28,"tag":37,"props":1715,"children":1716},{},[1717],{"type":34,"value":1718},"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":28,"tag":37,"props":1720,"children":1721},{},[1722],{"type":34,"value":1723},"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":28,"tag":37,"props":1725,"children":1726},{},[1727],{"type":34,"value":1728},"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":28,"tag":1090,"props":1730,"children":1732},{"id":1731},"_2-the-rise-of-the-zero-click-search",[1733],{"type":34,"value":1734},"2. The Rise of the Zero-Click Search",{"type":28,"tag":37,"props":1736,"children":1737},{},[1738,1740,1745],{"type":34,"value":1739},"This monetization behavior has accelerated the prevalence of the ",{"type":28,"tag":972,"props":1741,"children":1742},{},[1743],{"type":34,"value":1744},"Zero-Click Search",{"type":34,"value":1746},". 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":28,"tag":37,"props":1748,"children":1749},{},[1750],{"type":34,"value":1751},"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":28,"tag":37,"props":1753,"children":1754},{},[1755],{"type":34,"value":1756},"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":28,"tag":37,"props":1758,"children":1759},{},[1760],{"type":28,"tag":949,"props":1761,"children":1763},{"alt":7,"src":1762},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":28,"tag":29,"props":1765,"children":1767},{"id":1766},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[1768],{"type":34,"value":1769},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":28,"tag":37,"props":1771,"children":1772},{},[1773,1775,1782],{"type":34,"value":1774},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":28,"tag":965,"props":1776,"children":1779},{"href":1777,"rel":1778},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[969],[1780],{"type":34,"value":1781},"SEO",{"type":34,"value":1783}," 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":28,"tag":37,"props":1785,"children":1786},{},[1787],{"type":34,"value":1788},"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":28,"tag":985,"props":1790,"children":1791},{},[1792,1813],{"type":28,"tag":989,"props":1793,"children":1794},{},[1795],{"type":28,"tag":993,"props":1796,"children":1797},{},[1798,1803,1808],{"type":28,"tag":997,"props":1799,"children":1800},{},[1801],{"type":34,"value":1802},"Performance Component",{"type":28,"tag":997,"props":1804,"children":1805},{},[1806],{"type":34,"value":1807},"Legacy Keyword Volume Model",{"type":28,"tag":997,"props":1809,"children":1810},{},[1811],{"type":34,"value":1812},"Search Visibility Optimization (SVO) Framework",{"type":28,"tag":1013,"props":1814,"children":1815},{},[1816,1834,1852,1870],{"type":28,"tag":993,"props":1817,"children":1818},{},[1819,1824,1829],{"type":28,"tag":1020,"props":1820,"children":1821},{},[1822],{"type":34,"value":1823},"Primary Metric",{"type":28,"tag":1020,"props":1825,"children":1826},{},[1827],{"type":34,"value":1828},"Organic Traffic, Pageviews, Keyword Rank",{"type":28,"tag":1020,"props":1830,"children":1831},{},[1832],{"type":34,"value":1833},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":28,"tag":993,"props":1835,"children":1836},{},[1837,1842,1847],{"type":28,"tag":1020,"props":1838,"children":1839},{},[1840],{"type":34,"value":1841},"Content Focus",{"type":28,"tag":1020,"props":1843,"children":1844},{},[1845],{"type":34,"value":1846},"Broad Informational Text, High-Volume Blogs",{"type":28,"tag":1020,"props":1848,"children":1849},{},[1850],{"type":34,"value":1851},"Self-Contained Passages, Node-Based Architecture",{"type":28,"tag":993,"props":1853,"children":1854},{},[1855,1860,1865],{"type":28,"tag":1020,"props":1856,"children":1857},{},[1858],{"type":34,"value":1859},"Target Infrastructure",{"type":28,"tag":1020,"props":1861,"children":1862},{},[1863],{"type":34,"value":1864},"Traditional Search Engine Indexes",{"type":28,"tag":1020,"props":1866,"children":1867},{},[1868],{"type":34,"value":1869},"Large Language Model Vector Databases",{"type":28,"tag":993,"props":1871,"children":1872},{},[1873,1878,1883],{"type":28,"tag":1020,"props":1874,"children":1875},{},[1876],{"type":34,"value":1877},"Discovery Vector",{"type":28,"tag":1020,"props":1879,"children":1880},{},[1881],{"type":34,"value":1882},"Single-Engine Keyword Matches",{"type":28,"tag":1020,"props":1884,"children":1885},{},[1886],{"type":34,"value":1887},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":28,"tag":37,"props":1889,"children":1890},{},[1891],{"type":34,"value":1892},"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":28,"tag":37,"props":1894,"children":1895},{},[1896],{"type":34,"value":1897},"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":28,"tag":37,"props":1899,"children":1900},{},[1901],{"type":28,"tag":949,"props":1902,"children":1904},{"alt":7,"src":1903},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":28,"tag":29,"props":1906,"children":1908},{"id":1907},"systemic-accountability-the-svo-framework-for-modern-retrieval",[1909],{"type":34,"value":1910},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":28,"tag":37,"props":1912,"children":1913},{},[1914],{"type":34,"value":1915},"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":28,"tag":37,"props":1917,"children":1918},{},[1919],{"type":34,"value":1920},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":28,"tag":1090,"props":1922,"children":1924},{"id":1923},"pillar-3-implementing-generative-engine-optimization-geo",[1925],{"type":34,"value":1926},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":28,"tag":37,"props":1928,"children":1929},{},[1930,1932,1941],{"type":34,"value":1931},"To ensure your brand is cited in generative answer boxes, your digital assets must be structured in line with the core tenets of ",{"type":28,"tag":965,"props":1933,"children":1935},{"href":1437,"rel":1934},[969],[1936],{"type":28,"tag":972,"props":1937,"children":1938},{},[1939],{"type":34,"value":1940},"Generative Engine Optimization (GEO)",{"type":34,"value":1942},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":28,"tag":1222,"props":1944,"children":1945},{},[1946,1956],{"type":28,"tag":1226,"props":1947,"children":1948},{},[1949,1954],{"type":28,"tag":972,"props":1950,"children":1951},{},[1952],{"type":34,"value":1953},"Isolate Information into Extractable Passages:",{"type":34,"value":1955}," 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":28,"tag":1226,"props":1957,"children":1958},{},[1959,1964],{"type":28,"tag":972,"props":1960,"children":1961},{},[1962],{"type":34,"value":1963},"Inject Specialized Terminology and Schema:",{"type":34,"value":1965}," 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":28,"tag":37,"props":1967,"children":1968},{},[1969],{"type":34,"value":1970},"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":28,"tag":1090,"props":1972,"children":1974},{"id":1973},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[1975],{"type":34,"value":1976},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":28,"tag":37,"props":1978,"children":1979},{},[1980],{"type":34,"value":1981},"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":28,"tag":37,"props":1983,"children":1984},{},[1985,1987,1997],{"type":34,"value":1986},"You must expand your strategy into a comprehensive ",{"type":28,"tag":965,"props":1988,"children":1990},{"href":1446,"rel":1989},[969],[1991,1995],{"type":28,"tag":972,"props":1992,"children":1993},{},[1994],{"type":34,"value":1450},{"type":34,"value":1996}," ",{"type":34,"value":1998},"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":28,"tag":37,"props":2000,"children":2001},{},[2002],{"type":34,"value":2003},"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":28,"tag":1090,"props":2005,"children":2007},{"id":2006},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[2008],{"type":34,"value":2009},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":28,"tag":37,"props":2011,"children":2012},{},[2013],{"type":34,"value":2014},"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":28,"tag":37,"props":2016,"children":2017},{},[2018],{"type":34,"value":2019},"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":28,"tag":37,"props":2021,"children":2022},{},[2023],{"type":28,"tag":949,"props":2024,"children":2026},{"alt":7,"src":2025},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":28,"tag":29,"props":2028,"children":2029},{"id":1260},[2030],{"type":34,"value":1263},{"type":28,"tag":37,"props":2032,"children":2033},{},[2034],{"type":34,"value":2035},"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":28,"tag":37,"props":2037,"children":2038},{},[2039],{"type":34,"value":2040},"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":867,"depth":867,"links":2042},[2043,2047,2048,2053],{"id":1699,"depth":867,"text":1702,"children":2044},[2045,2046],{"id":1710,"depth":1281,"text":1713},{"id":1731,"depth":1281,"text":1734},{"id":1766,"depth":867,"text":1769},{"id":1907,"depth":867,"text":1910,"children":2049},[2050,2051,2052],{"id":1923,"depth":1281,"text":1926},{"id":1973,"depth":1281,"text":1976},{"id":2006,"depth":1281,"text":2009},{"id":1260,"depth":867,"text":1263},"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":2059,"_dir":2060,"_draft":6,"_partial":6,"_locale":7,"title":2061,"description":2062,"date":2063,"img":2064,"imgAlt":1170,"body":2065,"_type":871,"_id":2467,"_source":873,"_file":2468,"_stem":2469,"_extension":876,"category":2060,"minutes":2057},"/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":25,"children":2066,"toc":2452},[2067,2072,2077,2082,2115,2120,2125,2130,2135,2141,2146,2152,2157,2162,2167,2173,2185,2199,2206,2212,2217,2229,2237,2242,2282,2287,2294,2305,2310,2315,2321,2326,2349,2354,2360,2365,2370,2389,2394,2400,2405,2410,2417,2423,2428,2433,2438,2442,2447],{"type":28,"tag":37,"props":2068,"children":2069},{},[2070],{"type":34,"value":2071},"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":28,"tag":37,"props":2073,"children":2074},{},[2075],{"type":34,"value":2076},"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":28,"tag":37,"props":2078,"children":2079},{},[2080],{"type":34,"value":2081},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":28,"tag":1222,"props":2083,"children":2084},{},[2085,2095,2105],{"type":28,"tag":1226,"props":2086,"children":2087},{},[2088,2093],{"type":28,"tag":972,"props":2089,"children":2090},{},[2091],{"type":34,"value":2092},"Click-Through Rates (CTRs)",{"type":34,"value":2094}," are holding perfectly steady.",{"type":28,"tag":1226,"props":2096,"children":2097},{},[2098,2103],{"type":28,"tag":972,"props":2099,"children":2100},{},[2101],{"type":34,"value":2102},"Total Impressions",{"type":34,"value":2104}," are hitting record, all-time highs.",{"type":28,"tag":1226,"props":2106,"children":2107},{},[2108,2113],{"type":28,"tag":972,"props":2109,"children":2110},{},[2111],{"type":34,"value":2112},"Cost-Per-Click (CPC)",{"type":34,"value":2114}," looks highly optimized and efficient.",{"type":28,"tag":37,"props":2116,"children":2117},{},[2118],{"type":34,"value":2119},"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":28,"tag":37,"props":2121,"children":2122},{},[2123],{"type":34,"value":2124},"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":28,"tag":37,"props":2126,"children":2127},{},[2128],{"type":34,"value":2129},"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":28,"tag":37,"props":2131,"children":2132},{},[2133],{"type":34,"value":2134},"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":28,"tag":29,"props":2136,"children":2138},{"id":2137},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[2139],{"type":34,"value":2140},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":28,"tag":37,"props":2142,"children":2143},{},[2144],{"type":34,"value":2145},"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":28,"tag":1090,"props":2147,"children":2149},{"id":2148},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[2150],{"type":34,"value":2151},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":28,"tag":37,"props":2153,"children":2154},{},[2155],{"type":34,"value":2156},"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":28,"tag":37,"props":2158,"children":2159},{},[2160],{"type":34,"value":2161},"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":28,"tag":37,"props":2163,"children":2164},{},[2165],{"type":34,"value":2166},"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":28,"tag":1090,"props":2168,"children":2170},{"id":2169},"_2-linkedin-ad-fatigue",[2171],{"type":34,"value":2172},"2. LinkedIn Ad Fatigue",{"type":28,"tag":37,"props":2174,"children":2175},{},[2176,2178,2183],{"type":34,"value":2177},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":28,"tag":972,"props":2179,"children":2180},{},[2181],{"type":34,"value":2182},"LinkedIn Ad Fatigue",{"type":34,"value":2184},". 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":28,"tag":37,"props":2186,"children":2187},{},[2188,2190,2197],{"type":34,"value":2189},"According to data compiled in the ",{"type":28,"tag":965,"props":2191,"children":2194},{"href":2192,"rel":2193},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[969],[2195],{"type":34,"value":2196},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":34,"value":2198},", 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":28,"tag":37,"props":2200,"children":2201},{},[2202],{"type":28,"tag":949,"props":2203,"children":2205},{"alt":7,"src":2204},"https://assets.mkgmarketinginc.com/1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[],{"type":28,"tag":29,"props":2207,"children":2209},{"id":2208},"the-fatal-flaw-pipeline-vs-mqls",[2210],{"type":34,"value":2211},"The Fatal Flaw: Pipeline vs. MQLs",{"type":28,"tag":37,"props":2213,"children":2214},{},[2215],{"type":34,"value":2216},"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":28,"tag":37,"props":2218,"children":2219},{},[2220,2222,2227],{"type":34,"value":2221},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":28,"tag":972,"props":2223,"children":2224},{},[2225],{"type":34,"value":2226},"pipeline velocity",{"type":34,"value":2228},". 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":28,"tag":37,"props":2230,"children":2231},{},[2232],{"type":28,"tag":972,"props":2233,"children":2234},{},[2235],{"type":34,"value":2236},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":2238,"children":2239},{},[2240],{"type":34,"value":2241},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",{"type":28,"tag":1222,"props":2243,"children":2244},{},[2245,2262,2272],{"type":28,"tag":1226,"props":2246,"children":2247},{},[2248,2253,2255,2260],{"type":28,"tag":972,"props":2249,"children":2250},{},[2251],{"type":34,"value":2252},"Diminished Opportunity Quality:",{"type":34,"value":2254}," Your total number of ",{"type":28,"tag":1214,"props":2256,"children":2257},{},[2258],{"type":34,"value":2259},"qualified",{"type":34,"value":2261}," 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":28,"tag":1226,"props":2263,"children":2264},{},[2265,2270],{"type":28,"tag":972,"props":2266,"children":2267},{},[2268],{"type":34,"value":2269},"Depressed Win Rates:",{"type":34,"value":2271}," 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":28,"tag":1226,"props":2273,"children":2274},{},[2275,2280],{"type":28,"tag":972,"props":2276,"children":2277},{},[2278],{"type":34,"value":2279},"Expanded Cycle Length:",{"type":34,"value":2281}," 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":28,"tag":37,"props":2283,"children":2284},{},[2285],{"type":34,"value":2286},"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":28,"tag":37,"props":2288,"children":2289},{},[2290],{"type":28,"tag":949,"props":2291,"children":2293},{"alt":7,"src":2292},"https://assets.mkgmarketinginc.com/98c78d8d-12fc-4480-a7f7-54b74f1dc0e3-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-2.png",[],{"type":28,"tag":29,"props":2295,"children":2297},{"id":2296},"systemic-accountability-the-path-to-de-risking-spend",[2298,2303],{"type":28,"tag":972,"props":2299,"children":2300},{},[2301],{"type":34,"value":2302},"Systemic Accountability: The Pat",{"type":34,"value":2304},"h to De-Risking Spend",{"type":28,"tag":37,"props":2306,"children":2307},{},[2308],{"type":34,"value":2309},"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":28,"tag":37,"props":2311,"children":2312},{},[2313],{"type":34,"value":2314},"De-risking your post-funding ad spend requires a rigorous architectural overhaul of your marketing campaigns across three core operational pillars:",{"type":28,"tag":1090,"props":2316,"children":2318},{"id":2317},"pillar-1-decoupling-blended-placements-and-enforcing-guardrails",[2319],{"type":34,"value":2320},"Pillar 1: Decoupling Blended Placements and Enforcing Guardrails",{"type":28,"tag":37,"props":2322,"children":2323},{},[2324],{"type":34,"value":2325},"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":28,"tag":1222,"props":2327,"children":2328},{},[2329,2339],{"type":28,"tag":1226,"props":2330,"children":2331},{},[2332,2337],{"type":28,"tag":972,"props":2333,"children":2334},{},[2335],{"type":34,"value":2336},"Isolate Video Inventory:",{"type":34,"value":2338}," 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":28,"tag":1226,"props":2340,"children":2341},{},[2342,2347],{"type":28,"tag":972,"props":2343,"children":2344},{},[2345],{"type":34,"value":2346},"Enforce Strict Exclusions:",{"type":34,"value":2348}," You must upload comprehensive placement exclusion lists that block your ads from showing on mobile applications, gaming channels, and non-business video content.",{"type":28,"tag":37,"props":2350,"children":2351},{},[2352],{"type":34,"value":2353},"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":28,"tag":1090,"props":2355,"children":2357},{"id":2356},"pillar-2-synchronizing-ad-networks-with-offline-crm-signals",[2358],{"type":34,"value":2359},"Pillar 2: Synchronizing Ad Networks with Offline CRM Signals",{"type":28,"tag":37,"props":2361,"children":2362},{},[2363],{"type":34,"value":2364},"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":28,"tag":37,"props":2366,"children":2367},{},[2368],{"type":34,"value":2369},"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":28,"tag":2371,"props":2372,"children":2373},"ol",{},[2374,2379,2384],{"type":28,"tag":1226,"props":2375,"children":2376},{},[2377],{"type":34,"value":2378},"Sales Qualified Lead (SQL) validation milestones.",{"type":28,"tag":1226,"props":2380,"children":2381},{},[2382],{"type":34,"value":2383},"Formal discovery meeting completed tracking.",{"type":28,"tag":1226,"props":2385,"children":2386},{},[2387],{"type":34,"value":2388},"Pipeline opportunity value verification.",{"type":28,"tag":37,"props":2390,"children":2391},{},[2392],{"type":34,"value":2393},"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":28,"tag":1090,"props":2395,"children":2397},{"id":2396},"pillar-3-establishing-a-unified-system-of-attribution-tracking",[2398],{"type":34,"value":2399},"Pillar 3: Establishing a Unified System of Attribution Tracking",{"type":28,"tag":37,"props":2401,"children":2402},{},[2403],{"type":34,"value":2404},"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":28,"tag":37,"props":2406,"children":2407},{},[2408],{"type":34,"value":2409},"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":28,"tag":37,"props":2411,"children":2412},{},[2413],{"type":28,"tag":949,"props":2414,"children":2416},{"alt":7,"src":2415},"https://assets.mkgmarketinginc.com/157d08c3-ac27-4147-832f-e4877df7a9df-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-3.png",[],{"type":28,"tag":29,"props":2418,"children":2420},{"id":2419},"protect-your-runway-by-demanding-pipeline-truth",[2421],{"type":34,"value":2422},"Protect Your Runway by Demanding Pipeline Truth",{"type":28,"tag":37,"props":2424,"children":2425},{},[2426],{"type":34,"value":2427},"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":28,"tag":37,"props":2429,"children":2430},{},[2431],{"type":34,"value":2432},"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":28,"tag":37,"props":2434,"children":2435},{},[2436],{"type":34,"value":2437},"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":28,"tag":29,"props":2439,"children":2440},{"id":1260},[2441],{"type":34,"value":1263},{"type":28,"tag":37,"props":2443,"children":2444},{},[2445],{"type":34,"value":2446},"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":28,"tag":37,"props":2448,"children":2449},{},[2450],{"type":34,"value":2451},"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. Protect your runway by insisting on uncompromising pipeline visibility and tying every paid media dollar directly to revenue acceleration.",{"title":7,"searchDepth":867,"depth":867,"links":2453},[2454,2458,2459,2465,2466],{"id":2137,"depth":867,"text":2140,"children":2455},[2456,2457],{"id":2148,"depth":1281,"text":2151},{"id":2169,"depth":1281,"text":2172},{"id":2208,"depth":867,"text":2211},{"id":2296,"depth":867,"text":2460,"children":2461},"Systemic Accountability: The Path to De-Risking Spend",[2462,2463,2464],{"id":2317,"depth":1281,"text":2320},{"id":2356,"depth":1281,"text":2359},{"id":2396,"depth":1281,"text":2399},{"id":2419,"depth":867,"text":2422},{"id":1260,"depth":867,"text":1263},"content:blog:ppc:shifting-legacy-paid-playbooks-to-saas-pipeline-velocity.md","blog/ppc/shifting-legacy-paid-playbooks-to-saas-pipeline-velocity.md","blog/ppc/shifting-legacy-paid-playbooks-to-saas-pipeline-velocity",{"_path":2471,"_dir":880,"_draft":6,"_partial":6,"_locale":7,"title":2472,"description":2473,"date":2474,"img":2475,"imgAlt":2476,"body":2477,"_type":871,"_id":2812,"_source":873,"_file":2813,"_stem":2814,"_extension":876,"category":880,"minutes":2057},"/blog/seo/stop-chasing-citations-why-native-llm-mentions-are-the-new-baseline-for-b2b-tech-visibility","Stop Chasing Citations - Why Native LLM Mentions Are the New Baseline for B2B Tech Visibility","Working 60-hour weeks hunting backlinks for AI footnotes while your competitors steal the actual recommendations? Here is how to transition to Mention Engineering.","2026-06-24T17:18:05.329Z","https://assets.mkgmarketinginc.com/08d5ecca-00a2-434f-beda-688e14f036a8-mkg-blog-stop-chasing-citations-hero-image.webp","Stop Chasing Citations",{"type":25,"children":2478,"toc":2803},[2479,2484,2489,2494,2507,2514,2520,2525,2530,2544,2549,2555,2560,2565,2570,2582,2589,2595,2607,2620,2653,2664,2670,2675,2680,2685,2692,2698,2703,2716,2749,2754,2760,2765,2777,2782,2786,2791],{"type":28,"tag":37,"props":2480,"children":2481},{},[2482],{"type":34,"value":2483},"You’re probably grinding through sixty-hour weeks, drained by the nonstop demands of today’s “answer economy.” Your calendar is a tangle of technical metadata reviews, schema rollouts, and aggressive backlink campaigns. Every working hour feels like a defensive scramble. You’re optimizing your digital presence for one narrow outcome: earning a tiny, hyperlinked citation at the bottom of a conversational engine’s response. That small, numbered source link has become the proxy for the value of your entire content program.",{"type":28,"tag":37,"props":2485,"children":2486},{},[2487],{"type":34,"value":2488},"But when you zoom out from local SEO dashboards and examine your actual revenue pipeline, the picture is flat. New customer growth has slowed, and your sales team is flagging a serious lack of high-intent enterprise deals.",{"type":28,"tag":37,"props":2490,"children":2491},{},[2492],{"type":34,"value":2493},"The real problem is unfolding where you can’t see it. While you double down on classic search tactics to secure a defensive citation, your top competitors are skipping the citation layer altogether. When an enterprise buyer asks a large language model which software vendor to choose, the platform doesn’t just point to a website. It writes your competitor’s brand directly into the core narrative. The model positions their product as the category standard, endorses their workflow approach, and quietly leaves your company off the short list.",{"type":28,"tag":37,"props":2495,"children":2496},{},[2497,2499,2505],{"type":34,"value":2498},"So when your founder or board presses you for an explanation of shrinking organic inbound, your legacy web analytics stack can’t provide a solid, data-backed answer. If you keep defending marketing performance with session counts and traditional indexing metrics, you’ll stay trapped in a loop of overwork and declining impact. To navigate this shift, B2B tech leaders must stop chasing superficial citations and adopt an integrated strategy centered on ",{"type":28,"tag":965,"props":2500,"children":2503},{"href":2501,"rel":2502},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-visibility-optimization/",[969],[2504],{"type":34,"value":976},{"type":34,"value":2506}," and persistent, native mentions of their corporate brand.",{"type":28,"tag":37,"props":2508,"children":2509},{},[2510],{"type":28,"tag":949,"props":2511,"children":2513},{"alt":7,"src":2512},"https://assets.mkgmarketinginc.com/c5f7302e-ce8a-4faf-b0ac-4815664ca413-mkg-blog-stop-chasing-citations-image-1.png",[],{"type":28,"tag":29,"props":2515,"children":2517},{"id":2516},"the-footnote-mirage-and-the-illusion-of-traffic",[2518],{"type":34,"value":2519},"The Footnote Mirage and the Illusion of Traffic",{"type":28,"tag":37,"props":2521,"children":2522},{},[2523],{"type":34,"value":2524},"The core error most modern B2B marketing teams make is treating conversational engine citations as equivalent to traditional search engine clicks. This structural misunderstanding creates a serious operational trap. Securing a citation link at the bottom of a summarized answer feels like a tactical win. It shows up in your reporting as a visible placement, reinforcing the belief that your digital presence is successfully intercepting contemporary buyer journeys.",{"type":28,"tag":37,"props":2526,"children":2527},{},[2528],{"type":34,"value":2529},"In practice, behavioral data shows that these footnotes are effectively invisible to today’s economic buyer. Conversational models are designed to function as final-answer systems, not as link directories. When a buyer is presented with a clean, authoritative, side-by-side comparison of enterprise software options, their information needs are met inside that single interface. They are not clicking through dozens of citations to review original sources; they consume the narrative, trust the model’s primary recommendations, and move directly into procurement evaluation.",{"type":28,"tag":37,"props":2531,"children":2532},{},[2533,2535,2542],{"type":34,"value":2534},"This exact shift is confirmed by macro performance data. Comprehensive user behavioral analysis published in ",{"type":28,"tag":965,"props":2536,"children":2539},{"href":2537,"rel":2538},"https://company.g2.com/news/g2-research-the-answer-economy",[969],[2540],{"type":34,"value":2541},"G2’s 2026 Answer Economy Report",{"type":34,"value":2543}," reveals that 51% of business-to-business software buyers now completely bypass traditional search engine queries in favor of direct, conversational interfaces when building vendor lists.",{"type":28,"tag":37,"props":2545,"children":2546},{},[2547],{"type":34,"value":2548},"If your primary growth strategy revolves around capturing the last remnants of click-through traffic from tiny citation footnotes, you’re competing over a rapidly shrinking share of the market. Winning a link is irrelevant if the model’s main narrative is telling buyers to choose your competitor’s product. Achieving real visibility means redirecting your efforts away from shallow indexing metrics and toward a deliberate practice of Mention Engineering.",{"type":28,"tag":29,"props":2550,"children":2552},{"id":2551},"decoding-the-core-engine-parametric-memory-vs-indexing",[2553],{"type":34,"value":2554},"Decoding the Core Engine: Parametric Memory vs. Indexing",{"type":28,"tag":37,"props":2556,"children":2557},{},[2558],{"type":34,"value":2559},"To move beyond defensive, click-driven tactics, you first need to understand how a conversational engine actually forms a recommendation. Traditional search engines behave like directories: they crawl web content, map keywords, index your pages, and route users to your URLs. Conversational engines are fundamentally different. They don’t scour the open web in real time to surface a link for each basic query; instead, they rely on an internal network of weights, pathways, and associations—what we call Parametric Memory Seeding.",{"type":28,"tag":37,"props":2561,"children":2562},{},[2563],{"type":34,"value":2564},"When a conversational engine answers a prompt, it taps into this pre-trained parametric structure to generate its response. If your product attributes, brand name, and real customer scenarios are not thoroughly encoded in those underlying weights, the model has no basis to naturally surface your brand story. It may occasionally surface your site as a transient citation via external search plugins, but it will not present your company as an inherent, trusted recommendation.",{"type":28,"tag":37,"props":2566,"children":2567},{},[2568],{"type":34,"value":2569},"This underlying structure explains why traditional, stand-alone content production no longer drives meaningful pipeline results. Churning out keyword-loaded blog posts or purchasing low-quality backlinks does nothing to reshape a model’s internal parametric associations; these legacy tactics are effectively treated as background noise.",{"type":28,"tag":37,"props":2571,"children":2572},{},[2573,2575,2580],{"type":34,"value":2574},"To fundamentally influence how an enterprise-scale model perceives your product, you need a unified architecture that simultaneously targets both its parametric memory and the live vector spaces underpinning the web’s primary data models. Making this transition means advancing beyond surface-level ",{"type":28,"tag":965,"props":2576,"children":2578},{"href":1437,"rel":2577},[969],[2579],{"type":34,"value":1940},{"type":34,"value":2581}," and committing to deep, data-layer positioning.",{"type":28,"tag":37,"props":2583,"children":2584},{},[2585],{"type":28,"tag":949,"props":2586,"children":2588},{"alt":7,"src":2587},"https://assets.mkgmarketinginc.com/6d0b1599-0f9a-4137-8b80-61959fb7a116-mkg-blog-stop-chasing-citations-image-2.png",[],{"type":28,"tag":29,"props":2590,"children":2592},{"id":2591},"the-svo-blueprint-engineering-native-mentions",[2593],{"type":34,"value":2594},"The SVO Blueprint: Engineering Native Mentions",{"type":28,"tag":37,"props":2596,"children":2597},{},[2598,2600,2605],{"type":34,"value":2599},"Moving your SaaS platform from a hidden footnote to a primary narrative recommendation requires a strict, engineering-led approach to information distribution. You must treat the web not as a collection of human-readable web pages, but as an expansive training database. Your goal is to maximize ",{"type":28,"tag":972,"props":2601,"children":2602},{},[2603],{"type":34,"value":2604},"Entity Co-occurrence",{"type":34,"value":2606},"—ensuring that whenever an engine processes data regarding your specific industry vertical, your brand name is consistently tied to the absolute highest-authority reference nodes in that space.",{"type":28,"tag":37,"props":2608,"children":2609},{},[2610,2612,2618],{"type":34,"value":2611},"An effective, boardroom-ready ",{"type":28,"tag":965,"props":2613,"children":2615},{"href":2501,"rel":2614},[969],[2616],{"type":34,"value":2617},"SVO ",{"type":34,"value":2619},"framework operates across three distinct data layers:",{"type":28,"tag":1222,"props":2621,"children":2622},{},[2623,2633,2643],{"type":28,"tag":1226,"props":2624,"children":2625},{},[2626,2631],{"type":28,"tag":972,"props":2627,"children":2628},{},[2629],{"type":34,"value":2630},"Unstructured Community Mapping:",{"type":34,"value":2632}," The models place immense trust in unfiltered, peer-to-peer technical validation. Your engineering documentation, product use cases, and deployment workflows must be deeply embedded into high-authority developer networks, open-source code repositories, and ungated technical forums where models systematically gather real-world consensus.",{"type":28,"tag":1226,"props":2634,"children":2635},{},[2636,2641],{"type":28,"tag":972,"props":2637,"children":2638},{},[2639],{"type":34,"value":2640},"Structured Data Layer Alignment:",{"type":34,"value":2642}," You must ensure that your company's core product attributes, security certifications, and pricing frameworks are formatted with absolute precision using clean, machine-readable schema structures across every public index. Any data fragmentation across external nodes lowers the model's confidence score, which can result in your brand being omitted from the final recommendation text.",{"type":28,"tag":1226,"props":2644,"children":2645},{},[2646,2651],{"type":28,"tag":972,"props":2647,"children":2648},{},[2649],{"type":34,"value":2650},"Referential Authority Network Building:",{"type":34,"value":2652}," Instead of pursuing a massive volume of superficial links, you must focus entirely on securing deep, data-rich analysis from verified industry authorities, research institutions, and independent peer-review registries. When a model discovers your data hardcoded into these highly trusted nodes, it reinforces your position within its parametric memory.",{"type":28,"tag":37,"props":2654,"children":2655},{},[2656,2658,2662],{"type":34,"value":2657},"By executing this unified architecture, you stop chasing random algorithm changes. You systematically train the models to recognize your platform as an unassailable industry standard, driving your ",{"type":28,"tag":972,"props":2659,"children":2660},{},[2661],{"type":34,"value":1105},{"type":34,"value":2663}," metrics upward and securing your place in the native text.",{"type":28,"tag":29,"props":2665,"children":2667},{"id":2666},"shifting-from-vanity-clicks-to-share-of-model-som",[2668],{"type":34,"value":2669},"Shifting from Vanity Clicks to Share of Model (SOM)",{"type":28,"tag":37,"props":2671,"children":2672},{},[2673],{"type":34,"value":2674},"The biggest barrier to true marketing transformation is an organizational addiction to vanity metrics. Many B2B teams are stuck reporting keyword rankings, impression counts, and total site sessions to leadership. These charts look strong in internal reviews, but they rarely map to real pipeline growth because they track behaviors that are quickly disappearing.",{"type":28,"tag":37,"props":2676,"children":2677},{},[2678],{"type":34,"value":2679},"A modern, enterprise-grade dashboard must discard these legacy indicators and adopt Share of Model (SOM) as the core measure of brand visibility. SOM quantifies the exact percentage of instances in which your company is natively recommended as a top-tier vendor across a defined set of commercial-intent procurement prompts.",{"type":28,"tag":37,"props":2681,"children":2682},{},[2683],{"type":34,"value":2684},"Presenting SOM to your executive team fundamentally reshapes the budget conversation. Instead of apologizing for declines in surface-level blog traffic, you can show hard, financially meaningful evidence that your brand’s embedded presence inside critical conversational models is growing. You demonstrate that while competitors pour money into capturing accidental, low-intent clicks, your strategy is methodically securing the primary recommendation engines where modern software purchasing decisions are actually made.",{"type":28,"tag":37,"props":2686,"children":2687},{},[2688],{"type":28,"tag":949,"props":2689,"children":2691},{"alt":7,"src":2690},"https://assets.mkgmarketinginc.com/a1c2b2c7-80fb-4fd6-9bfd-563ec134694d-mkg-blog-stop-chasing-citations-image-3.png",[],{"type":28,"tag":29,"props":2693,"children":2695},{"id":2694},"operationalizing-svo-inside-stretched-teams",[2696],{"type":34,"value":2697},"Operationalizing SVO inside Stretched Teams",{"type":28,"tag":37,"props":2699,"children":2700},{},[2701],{"type":34,"value":2702},"As a solo marketing leader or a highly compressed growth team, executing a complete optimization pivot can feel operationally overwhelming. You cannot afford to add complex, multi-layered workflows to an already overloaded schedule. The secret to scaling an effective SVO system is not increasing your total working hours; it is ruthlessly automating your data layer management and eliminating legacy content production lines.",{"type":28,"tag":37,"props":2704,"children":2705},{},[2706,2708,2714],{"type":34,"value":2707},"Maintaining an unfragmented, board-ready ",{"type":28,"tag":965,"props":2709,"children":2711},{"href":2501,"rel":2710},[969],[2712],{"type":34,"value":2713},"SVO architecture",{"type":34,"value":2715}," requires establishing three non-negotiable operational habits:",{"type":28,"tag":1222,"props":2717,"children":2718},{},[2719,2729,2739],{"type":28,"tag":1226,"props":2720,"children":2721},{},[2722,2727],{"type":28,"tag":972,"props":2723,"children":2724},{},[2725],{"type":34,"value":2726},"Automated SOM Monitoring:",{"type":34,"value":2728}," Establish a fixed weekly cadence with automated matrix scripts to audit your brand's placement across target industry prompts and document exactly where your competitors are winning native text placements.",{"type":28,"tag":1226,"props":2730,"children":2731},{},[2732,2737],{"type":28,"tag":972,"props":2733,"children":2734},{},[2735],{"type":34,"value":2736},"Data Schema Governance:",{"type":34,"value":2738}," Run monthly synchronization checks across all public product indices, partner ecosystems, and review nodes to guarantee your technical data, compliance tiers, and feature sets remain perfectly uniform.",{"type":28,"tag":1226,"props":2740,"children":2741},{},[2742,2747],{"type":28,"tag":972,"props":2743,"children":2744},{},[2745],{"type":34,"value":2746},"Community Syndication cadence:",{"type":34,"value":2748}," Convert your existing internal engineering documentation, product update logs, and customer support solutions into clean, open-source text files and distribute them systematically to high-authority developer reference nodes.",{"type":28,"tag":37,"props":2750,"children":2751},{},[2752],{"type":34,"value":2753},"When these technical workflows are executed on an unfragmented, fixed schedule, you eliminate the need for surface-level, high-volume content campaigns. 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The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":28,"tag":1226,"props":3767,"children":3768},{},[3769],{"type":34,"value":3770},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",{"type":28,"tag":1226,"props":3772,"children":3773},{},[3774],{"type":34,"value":3775},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":867,"depth":867,"links":3777},[3778],{"id":3754,"depth":1281,"text":3757},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3783,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3784,"description":3785,"name":3784,"ref":3786,"jobTitle":3787,"team":3787,"images":3788,"linkedIn":3790,"quoteCite":3727,"sequence":3791,"body":3792,"_type":871,"_id":3853,"_source":873,"_file":3854,"_stem":3855,"_extension":876,"category":3716,"minutes":3856},"/team/alicia-antonow","Alicia Antonow","Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.","alicia-antonow","Digital Advertising Experts",{"landscape":3789},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":25,"children":3793,"toc":3851},[3794,3802,3807,3815,3820,3828,3833,3841,3846],{"type":28,"tag":37,"props":3795,"children":3796},{},[3797],{"type":28,"tag":972,"props":3798,"children":3799},{},[3800],{"type":34,"value":3801},"How I Got Into Digital Advertising",{"type":28,"tag":37,"props":3803,"children":3804},{},[3805],{"type":34,"value":3806},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",{"type":28,"tag":37,"props":3808,"children":3809},{},[3810],{"type":28,"tag":972,"props":3811,"children":3812},{},[3813],{"type":34,"value":3814},"What I Love About Paid Search",{"type":28,"tag":37,"props":3816,"children":3817},{},[3818],{"type":34,"value":3819},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",{"type":28,"tag":37,"props":3821,"children":3822},{},[3823],{"type":28,"tag":972,"props":3824,"children":3825},{},[3826],{"type":34,"value":3827},"Why I Chose MKG Marketing",{"type":28,"tag":37,"props":3829,"children":3830},{},[3831],{"type":34,"value":3832},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",{"type":28,"tag":37,"props":3834,"children":3835},{},[3836],{"type":28,"tag":972,"props":3837,"children":3838},{},[3839],{"type":34,"value":3840},"Fun Facts About Me",{"type":28,"tag":37,"props":3842,"children":3843},{},[3844],{"type":34,"value":3845},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",{"type":28,"tag":37,"props":3847,"children":3848},{},[3849],{"type":34,"value":3850},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":7,"searchDepth":867,"depth":867,"links":3852},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3858,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3859,"description":3860,"name":3859,"jobTitle":3861,"team":3862,"images":3863,"ref":3865,"linkedIn":3866,"sequence":3867,"body":3868,"_type":871,"_id":3916,"_source":873,"_file":3917,"_stem":3918,"_extension":876,"category":3716,"minutes":867},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3864},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":25,"children":3869,"toc":3913},[3870,3876,3881,3886,3891,3895],{"type":28,"tag":37,"props":3871,"children":3873},{"className":3872},[3733],[3874],{"type":34,"value":3875},"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",{"type":28,"tag":37,"props":3877,"children":3878},{},[3879],{"type":34,"value":3880},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical/pharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",{"type":28,"tag":37,"props":3882,"children":3883},{},[3884],{"type":34,"value":3885},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":28,"tag":37,"props":3887,"children":3888},{},[3889],{"type":34,"value":3890},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",{"type":28,"tag":1090,"props":3892,"children":3893},{"id":3754},[3894],{"type":34,"value":3757},{"type":28,"tag":1222,"props":3896,"children":3897},{},[3898,3903,3908],{"type":28,"tag":1226,"props":3899,"children":3900},{},[3901],{"type":34,"value":3902},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",{"type":28,"tag":1226,"props":3904,"children":3905},{},[3906],{"type":34,"value":3907},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",{"type":28,"tag":1226,"props":3909,"children":3910},{},[3911],{"type":34,"value":3912},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":7,"searchDepth":867,"depth":867,"links":3914},[3915],{"id":3754,"depth":1281,"text":3757},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3920,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3921,"description":3922,"name":3921,"ref":3923,"jobTitle":3924,"team":3925,"images":3926,"linkedIn":3928,"quote":3929,"quoteCite":3930,"sequence":3931,"body":3932,"_type":871,"_id":3979,"_source":873,"_file":3980,"_stem":3981,"_extension":876,"category":3716,"minutes":867},"/team/jared-gerling","Jared Gerling","Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.","jared-gerling","SEO Expert","SEO Experts",{"landscape":3927},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":25,"children":3933,"toc":3977},[3934,3939,3944,3949,3954,3959],{"type":28,"tag":37,"props":3935,"children":3936},{},[3937],{"type":34,"value":3938},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",{"type":28,"tag":37,"props":3940,"children":3941},{},[3942],{"type":34,"value":3943},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",{"type":28,"tag":37,"props":3945,"children":3946},{},[3947],{"type":34,"value":3948},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",{"type":28,"tag":37,"props":3950,"children":3951},{},[3952],{"type":34,"value":3953},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",{"type":28,"tag":37,"props":3955,"children":3956},{},[3957],{"type":34,"value":3958},"Fun Facts:",{"type":28,"tag":1222,"props":3960,"children":3961},{},[3962,3967,3972],{"type":28,"tag":1226,"props":3963,"children":3964},{},[3965],{"type":34,"value":3966},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",{"type":28,"tag":1226,"props":3968,"children":3969},{},[3970],{"type":34,"value":3971},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",{"type":28,"tag":1226,"props":3973,"children":3974},{},[3975],{"type":34,"value":3976},"I love a really good French Martini.",{"title":7,"searchDepth":867,"depth":867,"links":3978},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":3983,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":3984,"description":3985,"name":3986,"jobTitle":3987,"images":3988,"ref":3990,"sequence":3991,"imageDescription":3992,"body":3993,"_type":871,"_id":4045,"_source":873,"_file":4046,"_stem":4047,"_extension":876,"category":3716,"minutes":867},"/team/kathy-obrien","Kathy Obrien","Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.","Kathy O'Brien","Executive Assistant",{"landscape":3989},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":25,"children":3994,"toc":4042},[3995,4001,4006,4015,4020,4024],{"type":28,"tag":37,"props":3996,"children":3998},{"className":3997},[3733],[3999],{"type":34,"value":4000},"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",{"type":28,"tag":37,"props":4002,"children":4003},{},[4004],{"type":34,"value":4005},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",{"type":28,"tag":4007,"props":4008,"children":4009},"blockquote",{},[4010],{"type":28,"tag":37,"props":4011,"children":4012},{},[4013],{"type":34,"value":4014},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":28,"tag":37,"props":4016,"children":4017},{},[4018],{"type":34,"value":4019},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",{"type":28,"tag":1090,"props":4021,"children":4022},{"id":3754},[4023],{"type":34,"value":3757},{"type":28,"tag":1222,"props":4025,"children":4026},{},[4027,4032,4037],{"type":28,"tag":1226,"props":4028,"children":4029},{},[4030],{"type":34,"value":4031},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":28,"tag":1226,"props":4033,"children":4034},{},[4035],{"type":34,"value":4036},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",{"type":28,"tag":1226,"props":4038,"children":4039},{},[4040],{"type":34,"value":4041},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":7,"searchDepth":867,"depth":867,"links":4043},[4044],{"id":3754,"depth":1281,"text":3757},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4049,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":22,"description":4050,"ref":4051,"name":22,"team":3721,"quote":4052,"images":4053,"twitter":4055,"isLeader":3725,"jobTitle":4056,"linkedIn":4055,"sequence":3856,"quoteCite":4057,"imageDescription":4058,"body":4059,"_type":871,"_id":4107,"_source":873,"_file":4108,"_stem":4109,"_extension":876,"category":3716,"minutes":3856},"/team/kerry-guard","Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.","kerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.",{"landscape":4054},"kerry-guard.webp","kerryguard","Founder & CEO","Brené Brown","Kerry Guard, MKG Marketing’s Owner/CEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing",{"type":25,"children":4060,"toc":4104},[4061,4067,4079,4092,4096],{"type":28,"tag":37,"props":4062,"children":4064},{"className":4063},[3733],[4065],{"type":34,"value":4066},"Kerry Guard (she/her) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",{"type":28,"tag":37,"props":4068,"children":4069},{},[4070,4072,4077],{"type":34,"value":4071},"She also hosts our podcast, ",{"type":28,"tag":965,"props":4073,"children":4075},{"href":4074},"/podcasts/marketing-leaders/",[4076],{"type":34,"value":16},{"type":34,"value":4078},", which brings eight digital marketing experts to your ears every quarter.",{"type":28,"tag":37,"props":4080,"children":4081},{},[4082,4084,4090],{"type":34,"value":4083},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",{"type":28,"tag":965,"props":4085,"children":4087},{"href":4086},"/about/jobs/",[4088],{"type":34,"value":4089},"Jobs page",{"type":34,"value":4091}," and see if we have a position right for you!",{"type":28,"tag":1090,"props":4093,"children":4094},{"id":3754},[4095],{"type":34,"value":3757},{"type":28,"tag":1222,"props":4097,"children":4098},{},[4099],{"type":28,"tag":1226,"props":4100,"children":4101},{},[4102],{"type":34,"value":4103},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":7,"searchDepth":867,"depth":867,"links":4105},[4106],{"id":3754,"depth":1281,"text":3757},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4111,"_dir":3716,"_draft":6,"_partial":6,"_locale":7,"title":4112,"description":4113,"name":4112,"ref":4114,"jobTitle":4115,"team":3787,"images":4116,"linkedIn":4118,"sequence":4119,"body":4120,"_type":871,"_id":4171,"_source":873,"_file":4172,"_stem":4173,"_extension":876,"category":3716,"minutes":867},"/team/leigh-snyder","Leigh Snyder","Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team","leigh-snyder","Digital Advertising Expert",{"landscape":4117},"leigh-snyder.webp","leighasnyder",50,{"type":25,"children":4121,"toc":4168},[4122,4128,4133,4138,4143,4148,4153,4158,4163],{"type":28,"tag":37,"props":4123,"children":4125},{"className":4124},[3733],[4126],{"type":34,"value":4127},"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",{"type":28,"tag":37,"props":4129,"children":4130},{},[4131],{"type":34,"value":4132},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",{"type":28,"tag":37,"props":4134,"children":4135},{},[4136],{"type":34,"value":4137},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",{"type":28,"tag":37,"props":4139,"children":4140},{},[4141],{"type":34,"value":4142},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",{"type":28,"tag":37,"props":4144,"children":4145},{},[4146],{"type":34,"value":4147},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",{"type":28,"tag":37,"props":4149,"children":4150},{},[4151],{"type":34,"value":4152},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":28,"tag":37,"props":4154,"children":4155},{},[4156],{"type":34,"value":4157},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",{"type":28,"tag":1090,"props":4159,"children":4160},{"id":3754},[4161],{"type":34,"value":4162},"Fun Facts",{"type":28,"tag":37,"props":4164,"children":4165},{},[4166],{"type":34,"value":4167},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":7,"searchDepth":867,"depth":867,"links":4169},[4170],{"id":3754,"depth":1281,"text":4162},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4175,"_dir":4176,"_draft":6,"_partial":6,"_locale":7,"title":4177,"description":4178,"name":4177,"imageDescription":4179,"ref":4180,"jobTitle":4181,"images":4182,"linkedIn":4180,"quote":4184,"quoteCite":4177,"sequence":4185,"body":4186,"_type":871,"_id":4260,"_source":873,"_file":4261,"_stem":4262,"_extension":876,"category":4176,"minutes":3856},"/team/marketing-leadership/celeste-jacroux","marketing-leadership","Celeste Jacroux","Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.","Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","celeste-jacroux","Fractional GTM Leader | Founder, Swell Marketing Advisors",{"landscape":4183},"celeste-jacroux.webp","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",7,{"type":25,"children":4187,"toc":4257},[4188,4201,4206,4218,4224],{"type":28,"tag":37,"props":4189,"children":4191},{"className":4190},[3733],[4192,4194,4199],{"type":34,"value":4193},"\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":28,"tag":972,"props":4195,"children":4196},{},[4197],{"type":34,"value":4198},"Swell Marketing Advisors",{"type":34,"value":4200}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":28,"tag":37,"props":4202,"children":4203},{},[4204],{"type":34,"value":4205},"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":28,"tag":37,"props":4207,"children":4208},{},[4209,4211,4216],{"type":34,"value":4210},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":28,"tag":972,"props":4212,"children":4213},{},[4214],{"type":34,"value":4215},"Marketing Leadership + Activation",{"type":34,"value":4217}," clients. 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