[{"data":1,"prerenderedAt":4791},["ShallowReactive",2],{"podcast-marketing-leaders-garrett-jestice-on-why-offer-market-fit-beats-more-lead-generation":3,"header-articles":1009,"updatesSection-all":2898,"updatesSection-all-team":3805},{"_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":1003,"_id":1004,"_source":1005,"_file":1006,"_stem":1007,"_extension":1008,"category":5},"/podcasts/marketing-leaders/garrett-jestice-on-why-offer-market-fit-beats-more-lead-generation","marketing-leaders",false,"","Garrett Jestice on Why Offer-Market Fit Beats More Lead Generation","In this episode, Garrett Jestice discusses why most consultants, agencies, and service businesses don't have a lead generation problem—they have an offer-market fit problem. He explains how narrowing your focus, identifying your best-fit clients, standardizing your delivery, and building repeatable offers can transform unpredictable growth into a scalable, sustainable business.","2026-07-11T00:09:33.828Z",{"url":12,"length":13},"https://share.transistor.fm/s/3788473e","65118087","225","50","Back on T-R-A-C-K","Garrett Jestice","https://www.linkedin.com/in/garrettjestice/","https://share.transistor.fm/e/3788473e","https://assets.mkgmarketinginc.com/f7010aef-aa39-42ce-944b-5c733da1707a-garrett-jestice.webp",[22],"Kerry Guard","Garrett Jestice is a go-to-market strategist who helps consultants and agencies build repeatable offers, refine their positioning, and win more of their ideal clients.",{"type":25,"children":26,"toc":998},"root",[27,36,42,48,53,58,63,68,73,78,83,88,93,98,103,108,113,118,123,128,133,138,143,148,153,158,163,168,173,178,183,188,193,198,203,208,213,218,223,228,233,238,243,248,253,258,263,268,273,278,283,288,293,298,303,308,313,318,323,328,333,338,343,348,353,358,363,368,373,378,383,388,393,398,403,408,413,418,423,428,433,438,443,448,453,458,463,468,473,478,483,488,493,498,503,508,513,518,523,528,533,538,543,548,553,558,563,568,573,578,583,588,593,598,603,608,613,618,623,628,633,638,643,648,653,658,663,668,673,678,683,688,693,698,703,708,713,718,723,728,733,738,743,748,753,758,763,768,773,778,783,788,793,798,803,808,813,818,823,828,833,838,843,848,853,858,863,868,873,878,883,888,893,898,903,908,913,918,923,928,933,938,943,948,953,958,963,968,973,978,983,988,993],{"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},"Garrett explains why service businesses should stop trying to market to everyone and instead focus on repeatedly selling the same outcome to the same type of client. He shares practical frameworks for identifying your best customers, designing low-friction introductory offers, standardizing delivery without sacrificing quality, and building a repeatable go-to-market strategy. Throughout the conversation, he reinforces that sustainable growth starts with clarity, focus, and solving the right problem—not simply generating more leads.",{"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  0:09  ",{"type":28,"tag":37,"props":54,"children":55},{},[56],{"type":34,"value":57},"Welcome back to Back on Track, where B2B tech marketing leaders full-time and fractional trade what's actually working. I'm Kerry Guard, your host and founder of MKG Marketing. MKG is where we help B2B SaaS and tech companies become the answer buyers already trust across search, AI, and paid, and that's exactly why today's conversation is one I've been looking forward to, because before anyone can find you and trust you, you have to know who you're for. My guest, Garrett Justice, founder of 10 Time Solo and a former B2B SaaS CMO, says most elite consultants don't have a lead gen problem; they have an offer market fit problem. So let's get into how you get off the pipeline roller coaster and build something repeatable. Garrett, welcome to the show.",{"type":28,"tag":37,"props":59,"children":60},{},[61],{"type":34,"value":62},"Garrett Jestice  1:01  ",{"type":28,"tag":37,"props":64,"children":65},{},[66],{"type":34,"value":67},"Thanks, Kerry. Great to be here. Excited for the conversation.",{"type":28,"tag":37,"props":69,"children":70},{},[71],{"type":34,"value":72},"Kerry Guard  1:04  ",{"type":28,"tag":37,"props":74,"children":75},{},[76],{"type":34,"value":77},"Me too. And it's so timely because I just got off of a new biz pitch where I was saying this. They were like, \"Okay, we've been doing. They were on board. They understood they were doing random-access marketing, and then they were like, \"When we want to start building a dashboard,\" I was like, \"Okay, we can do that.\" But let me just walk you through my process. And I started with positioning and messaging. Like, yeah, we don't need that. ",{"type":28,"tag":37,"props":79,"children":80},{},[81],{"type":34,"value":82},"Garrett Jestice  1:33  ",{"type":28,"tag":37,"props":84,"children":85},{},[86],{"type":34,"value":87},"Yep, been there, been there.",{"type":28,"tag":37,"props":89,"children":90},{},[91],{"type":34,"value":92},"Kerry Guard  1:37  ",{"type":28,"tag":37,"props":94,"children":95},{},[96],{"type":34,"value":97},"How? You know what? I'm gonna slow my roll. I'm so excited. I am going to start with our icebreaker because it is super fun. And fun fact, this works really well on YouTube Shorts. ",{"type":28,"tag":37,"props":99,"children":100},{},[101],{"type":34,"value":102},"Garrett Jestice  1:50  ",{"type":28,"tag":37,"props":104,"children":105},{},[106],{"type":34,"value":107},"Love it. Looking forward to it.",{"type":28,"tag":37,"props":109,"children":110},{},[111],{"type":34,"value":112},"Kerry Guard  1:51  ",{"type":28,"tag":37,"props":114,"children":115},{},[116],{"type":34,"value":117},"Make sure, make sure we get we follow the process. It's just a quick word association. Super easy. I'm just going to say a word, and you're gonna tell me the first thing that pops into mind for you. One or two words. Don't overthink it. Just what does it mean to you?",{"type":28,"tag":37,"props":119,"children":120},{},[121],{"type":34,"value":122},"Garrett Jestice  2:08  ",{"type":28,"tag":37,"props":124,"children":125},{},[126],{"type":34,"value":127},"Okay. Let's do it.",{"type":28,"tag":37,"props":129,"children":130},{},[131],{"type":34,"value":132},"Kerry Guard  2:09  ",{"type":28,"tag":37,"props":134,"children":135},{},[136],{"type":34,"value":137},"Rapid fire. All right. Here we go. Utah.",{"type":28,"tag":37,"props":139,"children":140},{},[141],{"type":34,"value":142},"Garrett Jestice  2:14  ",{"type":28,"tag":37,"props":144,"children":145},{},[146],{"type":34,"value":147},"My home.",{"type":28,"tag":37,"props":149,"children":150},{},[151],{"type":34,"value":152},"Kerry Guard  2:17  ",{"type":28,"tag":37,"props":154,"children":155},{},[156],{"type":34,"value":157},"Yeah, love it. Solo.",{"type":28,"tag":37,"props":159,"children":160},{},[161],{"type":34,"value":162},"Garrett Jestice  2:20  ",{"type":28,"tag":37,"props":164,"children":165},{},[166],{"type":34,"value":167},"My community",{"type":28,"tag":37,"props":169,"children":170},{},[171],{"type":34,"value":172},"Kerry Guard  2:24  ",{"type":28,"tag":37,"props":174,"children":175},{},[176],{"type":34,"value":177},"Niche",{"type":28,"tag":37,"props":179,"children":180},{},[181],{"type":34,"value":182},"Garrett Jestice  2:26  ",{"type":28,"tag":37,"props":184,"children":185},{},[186],{"type":34,"value":187},"Focus",{"type":28,"tag":37,"props":189,"children":190},{},[191],{"type":34,"value":192},"Kerry Guard  2:29  ",{"type":28,"tag":37,"props":194,"children":195},{},[196],{"type":34,"value":197},"Pipeline",{"type":28,"tag":37,"props":199,"children":200},{},[201],{"type":34,"value":202},"Garrett Jestice  2:31  ",{"type":28,"tag":37,"props":204,"children":205},{},[206],{"type":34,"value":207},"Revenue",{"type":28,"tag":37,"props":209,"children":210},{},[211],{"type":34,"value":212},"Kerry Guard  2:34  ",{"type":28,"tag":37,"props":214,"children":215},{},[216],{"type":34,"value":217},"CMO",{"type":28,"tag":37,"props":219,"children":220},{},[221],{"type":34,"value":222},"Garrett Jestice  2:36  ",{"type":28,"tag":37,"props":224,"children":225},{},[226],{"type":34,"value":227},"Meetings",{"type":28,"tag":37,"props":229,"children":230},{},[231],{"type":34,"value":232},"Kerry Guard  2:41  ",{"type":28,"tag":37,"props":234,"children":235},{},[236],{"type":34,"value":237},"Repeatable. The",{"type":28,"tag":37,"props":239,"children":240},{},[241],{"type":34,"value":242},"Garrett Jestice  2:43  ",{"type":28,"tag":37,"props":244,"children":245},{},[246],{"type":34,"value":247},"Goal.",{"type":28,"tag":37,"props":249,"children":250},{},[251],{"type":34,"value":252},"Kerry Guard  2:46  ",{"type":28,"tag":37,"props":254,"children":255},{},[256],{"type":34,"value":257},"AI.",{"type":28,"tag":37,"props":259,"children":260},{},[261],{"type":34,"value":262},"Garrett Jestice  2:50  ",{"type":28,"tag":37,"props":264,"children":265},{},[266],{"type":34,"value":267},"Fun, but potentially distracting.",{"type":28,"tag":37,"props":269,"children":270},{},[271],{"type":34,"value":272},"Kerry Guard  2:53  ",{"type":28,"tag":37,"props":274,"children":275},{},[276],{"type":34,"value":277},"Ooh, we're gonna unpack that one, and the last one is focus.",{"type":28,"tag":37,"props":279,"children":280},{},[281],{"type":34,"value":282},"Garrett Jestice  2:58  ",{"type":28,"tag":37,"props":284,"children":285},{},[286],{"type":34,"value":287},"The goal.",{"type":28,"tag":37,"props":289,"children":290},{},[291],{"type":34,"value":292},"Kerry Guard  3:01  ",{"type":28,"tag":37,"props":294,"children":295},{},[296],{"type":34,"value":297},"The goal, focus, yeah, repeatable focus. The goal. We got Garrick Van Buren here. Hi all. I hope you can hear us now, Garrick. We got started a little late, but we are here now, and hopefully you have joined us. We are excited to have you here. If you're here with us, feel free to comment away. Tell us what those words meant to you. Yeah, join in. Let's do this. Okay, now we're gonna get into it. Finally, you're about three and a half years into working for yourself, and you've told me that you've had a lot of big pivots: fractional CMO, building an agency, one-on-one advisory, and now mostly working with services businesses. Walk me through that arc. What kept moving you?",{"type":28,"tag":37,"props":299,"children":300},{},[301],{"type":34,"value":302},"Garrett Jestice  3:45  ",{"type":28,"tag":37,"props":304,"children":305},{},[306],{"type":34,"value":307},"Yeah, well, I don't know how much time we have, Kerry, but I'll give you the short version here. Right, as we could, we could definitely pull this out. So, I kind of fell into consulting about three and a half years ago, as many people have done the last couple of years. I grew up kind of in the startup world. I worked for B2B SaaS companies from solo marketer, product marketer, up to CMO. So I left my last CMO gig and wasn't sure what I was going to do next. I started interviewing for other types of companies and was a little bit burnt out on the SaaS grind, the startup grind, and decided to give the solo consulting thing a try, so I kind of fell into it. Started as a fractional CMO, realized you know it wasn't the best fit for exactly what I wanted to do, and so I've been on this experimentation train, I guess you can say, the last couple of years, trying to find the right model, the right fit for exactly what I want to do. It wasn't until I really sat down, maybe six to eight months ago, and wrote out my goals, like what do I actually want to build, who do I actually want to work with, that I then could had had a had a marker essentially to say, okay, now how far away from that am I, and how do I move closer towards that idea? Goal, and so that's been the journey that I've been on. So, and ultimately, where I landed is today. I still work with the occasional startup. I have some legacy clients that I work with, but most of my time is spent working with other solo consultants, smaller agency owners, helping them do the same thing that I did in early-stage startups: find what I call offer market fit and go to market with confidence, knowing exactly how to grow their business.",{"type":28,"tag":37,"props":309,"children":310},{},[311],{"type":34,"value":312},"Kerry Guard  5:29  ",{"type":28,"tag":37,"props":314,"children":315},{},[316],{"type":34,"value":317},"I got a test as an agency owner that we have been around for 15 years and just did that work about a year and a half ago, and I'd have to say, we're still doing that work.",{"type":28,"tag":37,"props":319,"children":320},{},[321],{"type":34,"value":322},"Garrett Jestice  5:43  ",{"type":28,"tag":37,"props":324,"children":325},{},[326],{"type":34,"value":327},"It takes on going forever, right?",{"type":28,"tag":37,"props":329,"children":330},{},[331],{"type":34,"value":332},"Kerry Guard  5:46  ",{"type":28,"tag":37,"props":334,"children":335},{},[336],{"type":34,"value":337},"Ongoing product offer fit. I want to get into it, but I'm going to stick to my questions. Actually, that is my next question. Fantastic. Define it plainly. Most people obsess over lead gen; you say the real problem is offer market fit. What does that actually mean, and how is it different from a lead gen problem?",{"type":28,"tag":37,"props":339,"children":340},{},[341],{"type":34,"value":342},"Garrett Jestice  6:08  ",{"type":28,"tag":37,"props":344,"children":345},{},[346],{"type":34,"value":347},"Yeah, so I compare the offer market fit to the startup world. Startups constantly talk about product-market fit and finding product-market fit. It's the exact same thing for a service business. Only we don't have products; we have offers, right? So the goal is finding repeatability. Who's your single best-fit client, and what's your single best-fit offer that solves their problem and makes what you do repeatable? When we, as solo service providers, start out, often it's custom services, right? And custom services can only take you so far because they're not repeatable, right? And so eventually, you have to be able to find something that's repeatable, and that's essentially what market fit is. Can you sell the same thing to the same type of buyer in the same way and get them the same results every time? Once you can do that, running your business becomes a lot easier, right? You're able to hire people, plug them into certain roles, and help them help you grow the business. You know how to go about finding who your best-fit clients are. You know exactly what to sell them. You know what their challenges are, and so ultimately, that's the goal of any business: finding repeatability, refining focus, and the core of that is what I call offer market fit. Before you focus on getting more leads, you've got to first ask yourself: how repeatable is my offer? How focused am I here on the right offer, the right audience, right?",{"type":28,"tag":37,"props":349,"children":350},{},[351],{"type":34,"value":352},"Kerry Guard  7:43  ",{"type":28,"tag":37,"props":354,"children":355},{},[356],{"type":34,"value":357},"I literally just had this conversation, Garrett. I wish I talked to you first, and then had the meeting, because she was very much like, well, we have a lot of offers and a lot of product, mostly offers because they're a service business for a whole bunch of types of different clients, and I was like, \"That's wonderful that you can service so many people, but at the same time, when you go to market with that much, you end up diluting what you're able to actually accomplish. Yeah. So, taking that first step to really understand who is that single customer you can really support, and what it is that you offer them, man. I feel so validated right now. Like, I wasn't picking up what I was putting down, but I, I'm not wrong.",{"type":28,"tag":37,"props":359,"children":360},{},[361],{"type":34,"value":362},"Garrett Jestice  8:28  ",{"type":28,"tag":37,"props":364,"children":365},{},[366],{"type":34,"value":367},"Yeah, you're not wrong. Let me give you another like quick example. I had a conversation a few months ago with a small agency owner, and they were doing well. They were doing roughly 5 million in annual revenue. It was a custom dev shop, so they did custom development, right? But when I asked him, \"Well, who do you? What type of businesses do you work with? And he said, \"Any that will pay us. I said, \"What type of projects do you work on? He said, \"Anything that they want, right? And that's really hard to market, and he was feeling that pain because the only way that they could grow. The reason why we were talking is they had only grown through referrals and through manual outbound pounding the pavement, reaching out to people cold and trying to. It's exhausting. He and his founder had done that for years, and they had grown to a decent size, but they had kind of hit this ceiling where he's like, all other marketing doesn't work for us, and I had to explain to him, well, it's because you haven't focused yet. How are you going to communicate what you do to your audience if you don't even know who your audience is or can't even explain what you do, right? Especially through those one-to-many marketing channels outside of referrals and outbound. How are you going to run ads, right? How are you going to do one-to-many marketing and clearly communicate what you do? You can't, so it eliminates all of those other growth channels. But when you focus, it allows you to take that message from one to many people a lot more efficiently across a lot more.",{"type":28,"tag":37,"props":369,"children":370},{},[371],{"type":34,"value":372},"Kerry Guard  10:02  ",{"type":28,"tag":37,"props":374,"children":375},{},[376],{"type":34,"value":377},"I feel like you just described this, but let me just sort of double down on it. So you're saying phase one that most founders go through is that anything you'll work with anybody who pays you, man. I know that phase. I live with that phase. We had to work in the road where it was like we could either build websites or we could do SEO and digital ads, and so to really look at which one was actually profitable and brought in the right clients was like a real hard look in the mirror. But I'm so glad we did it so many moons ago, and definitely went with the ads and the SEO phase versus. To those who build websites, I appreciate you. ",{"type":28,"tag":37,"props":379,"children":380},{},[381],{"type":34,"value":382},"Garrett Jestice  10:43  ",{"type":28,"tag":37,"props":384,"children":385},{},[386],{"type":34,"value":387},"yeah",{"type":28,"tag":37,"props":389,"children":390},{},[391],{"type":34,"value":392},"Kerry Guard  10:44  ",{"type":28,"tag":37,"props":394,"children":395},{},[396],{"type":34,"value":397},"It is a working with clients and building websites around who what they think their brand is is such an art, and I really greatly appreciate you. So yes, yes to that. So that's phase one. Phase two is your focus, which I feel like is what you're doubling down on right now, and then phase three is you expand. Where do most consultants and fractionals? Where do they get stuck? Is it a phase?",{"type":28,"tag":37,"props":399,"children":400},{},[401],{"type":34,"value":402},"Garrett Jestice  11:09  ",{"type":28,"tag":37,"props":404,"children":405},{},[406],{"type":34,"value":407},"They jump from phase one to phase three, and they skip phase two. Right, and so phase one is necessary. Right, we all need to understand and learn where our offer market fit is, who we are going to serve, and what we are going to offer them. And the best way to do that is through experimentation, right? It's trying to sell and learn. Do I enjoy doing this? Do I enjoy working with this audience? Is this the right offer fit for me? Can I get the results? But eventually, you start to see a pattern emerge among your clients. These are kind of my best fit ones, and that's when you need to focus, not add new offers and expand. Right. The first thing you need to do is focus on building a repeatable customer acquisition system for some of those best-fit clients. Once you do that, and it's kind of running, then you can look for opportunities to expand, and normally you expand by adding new offers, or you take the same offer to a different market, right? A new audience that's similar, and so there's a couple of horizontal versus vertical expansions, right? There are multiple ways to do that, but yeah, the biggest challenge or the biggest mistake that a lot of people make is they go, \"I'm serving everyone, and now I'm adding more offers, and then it's just chaos instead of that focus piece in the middle.",{"type":28,"tag":37,"props":409,"children":410},{},[411],{"type":34,"value":412},"Kerry Guard  12:32  ",{"type":28,"tag":37,"props":414,"children":415},{},[416],{"type":34,"value":417},"Yeah, yeah, that focus piece is important, and let's talk a little bit about the who you serve piece because you sort of mentioned that you can go vertical or go horizontal. What is what does that mean? I mean, verticals are normally like industry-focused, right? Like we help cybersecurity companies, as an example. Is that what you mean by that? Are there other ways to be focused?",{"type":28,"tag":37,"props":419,"children":420},{},[421],{"type":34,"value":422},"Garrett Jestice  12:56  ",{"type":28,"tag":37,"props":424,"children":425},{},[426],{"type":34,"value":427},"Yeah. So you can focus on serving the same type of person, and then once you're in phase three, the expansion phase, you can build new offers to continue to sell them. Right, expansion offers other things beyond your core signature offer, or sometimes, and this is how a lot of software companies grow-they build one product, but they're able to sell that one product to multiple verticals. That's more of a horizontal play, right? And the way that that expansion typically works is you focus on serving your core best-fit customer or client, and then you naturally see that people just outside of that, maybe in this other industry over here, are also interested in it, and that then becomes your next expansion vertical that you focus on.",{"type":28,"tag":37,"props":429,"children":430},{},[431],{"type":34,"value":432},"Kerry Guard  13:48  ",{"type":28,"tag":37,"props":434,"children":435},{},[436],{"type":34,"value":437},"That makes, yeah, that makes a ton of sense. It sounds so easy, though.",{"type":28,"tag":37,"props":439,"children":440},{},[441],{"type":34,"value":442},"Garrett Jestice  13:53  ",{"type":28,"tag":37,"props":444,"children":445},{},[446],{"type":34,"value":447},"Yep, sounds so easy. It's not easy in practice, right?",{"type":28,"tag":37,"props":449,"children":450},{},[451],{"type":34,"value":452},"Kerry Guard  13:58  ",{"type":28,"tag":37,"props":454,"children":455},{},[456],{"type":34,"value":457},"It is not easy in practice. You talk about selling the exact same outcome to the same buyer on repeat, like you just mentioned. And like I said, that sounds really simple, but people resist it. They're scared of turning work away. How do you coach someone through that? ",{"type":28,"tag":37,"props":459,"children":460},{},[461],{"type":34,"value":462},"Garrett Jestice  14:14  ",{"type":28,"tag":37,"props":464,"children":465},{},[466],{"type":34,"value":467},"Like,yeah. So the first thing to understand is, I believe positioning is about who you proactively focus on, not the business that you accept, and so what I mean by that is if you are speaking to this audience that you've decided is your best-fit market that I want to go after, this is your best-fit type of client I want to repeat, right? But someone in a different industry or vertical or slightly different-sized company comes inbound to you or through referral. If they can still get value from your core offer without you building something custom for them, then by all means sell them, close that deal, and service them. Right. What I think the biggest mistake is is a lot of times. Founders think, well, if I pick a niche, that means I have to turn away everyone else, and I don't think that's true. You can continue to service those people who find value in your core offer. What you don't want to do is build something custom for them, and what you don't want to do is proactively try to market to all of those different verticals or markets. You pick your target, you focus your positioning, your messaging, you know all of your go-to-market activity on finding more just like that. But if others come in, you're able to close those because some of them end up becoming those expansion verticals that we talked about in phase three, later on, right?",{"type":28,"tag":37,"props":469,"children":470},{},[471],{"type":34,"value":472},"Kerry Guard  15:43  ",{"type":28,"tag":37,"props":474,"children":475},{},[476],{"type":34,"value":477},"I will attest to our own experience. Like, we're trying a different offer right now because we've been doing SEO and digital ads forever, and we do generally know who our target audience is. But I became a fractional marketing leader a few years ago, and in doing so, I figured out that we could build into the team some, you know, some other things, and because I haven't really sold it or it hasn't been a core offering of what we do for a while, it is so much harder. Just I can sell SEO and digital ads all day, all day, but man, when you bring in a new offer, it is, and you're not comfortable with it. Like it makes you question. I'm like really glad we're having the conversation. It makes you really question, like, maybe this isn't something we should offer. I know fractionals need the support of a team behind them, and that's really what this thing is. But I don't think it's the right fit. There's not an alignment between the expectation of what it is and what it costs to actually be able to like have the thing. There's something out. It's not. Yeah. It doesn't feel easy, right? When you have a really good offer, like the one you're talking about, it should be, to your point, super easy to bring in and close. Then.",{"type":28,"tag":37,"props":479,"children":480},{},[481],{"type":34,"value":482},"Garrett Jestice  16:59  ",{"type":28,"tag":37,"props":484,"children":485},{},[486],{"type":34,"value":487},"Yep. Right. Exactly. Yeah. Well, I think you hit on another point too. That's really important to understand. Every unique offer and market that you go after needs its own go-to-market strategy. Meaning, there might be custom messaging that's needed for that offer and that market combo. Right. There might be different channels that you focus on, and that's one of the reasons why, when you jump from phase one to phase three expansion so early, you get tripped up because you don't have the bandwidth on your team to run three or four or five different go-to-market strategies at the same time. You just don't have the resources to do that, and so the advantage that smaller companies need to take advantage of is focus, right? That's something that they have and can do better than larger companies that have multiple offers, but also have more resources to be able to have custom strategies for all of those offers and markets.",{"type":28,"tag":37,"props":489,"children":490},{},[491],{"type":34,"value":492},"Kerry Guard  17:58  ",{"type":28,"tag":37,"props":494,"children":495},{},[496],{"type":34,"value":497},"And honestly, I'm running a report right now that is looking at, like, six four to six different companies inside different cybersecurity verticals, and my hypothesis was that if you're a big company and you're an enterprise, you're probably crushing it showing up in the LLMs because of just how big your digital footprint is and how much more you have to talk about. Like, you're probably just the incumbent that's just always being recommended, and it turns out that's actually not the case. It's the smaller startups and scale-ups that are winning because of the focus of their positioning and messaging in regard to what they offer, and they're being offered up more often because of their specificity. ",{"type":28,"tag":37,"props":499,"children":500},{},[501],{"type":34,"value":502},"Garrett Jestice  18:41  ",{"type":28,"tag":37,"props":504,"children":505},{},[506],{"type":34,"value":507},"So so interesting, yeah.",{"type":28,"tag":37,"props":509,"children":510},{},[511],{"type":34,"value":512},"Kerry Guard  18:42  ",{"type":28,"tag":37,"props":514,"children":515},{},[516],{"type":34,"value":517},"Yeah. So in terms of AI search, right? If you want to get found, being specific about what your offer is helps you in that way too. Yeah.",{"type":28,"tag":37,"props":519,"children":520},{},[521],{"type":34,"value":522},"Garrett Jestice  18:52  ",{"type":28,"tag":37,"props":524,"children":525},{},[526],{"type":34,"value":527},"I love that.",{"type":28,"tag":37,"props":529,"children":530},{},[531],{"type":34,"value":532},"Kerry Guard  18:53  ",{"type":28,"tag":37,"props":534,"children":535},{},[536],{"type":34,"value":537},"You have an actual process for finding someone's best-fit client. Find your best client and clone them. How do you run that? Where do you even start looking?",{"type":28,"tag":37,"props":539,"children":540},{},[541],{"type":34,"value":542},"Garrett Jestice  19:04  ",{"type":28,"tag":37,"props":544,"children":545},{},[546],{"type":34,"value":547},"Yeah, it's a great question, and it can be an in-depth process that we go through. But really, when you zoom out, all we're doing is auditing their past clients. So we start with a list of their clients from the last 12 to 20-four months, and we're identifying which of those were the best ones across multiple dimensions. A lot of times, we think that it's naturally the ones that pay us the most, which is a factor, but it's not always true, right? Any business owner can attest that your highest-paying customer or client is not always your best client. It's not always the one that you want to continue working with, or get 10 more just like them, right? So we look across multiple dimensions, and we try to identify the ones that were the best clients, and then we try to identify how many more look just like that, are in similar verticals, have similar use cases, or need. Or problems that you can solve for them, similar size of companies, and that's essentially how we focus on finding your best fit client. That then becomes the blueprint for everyone that we're looking for going forward. Right, we're going to find more just like this. So that means we need to speak their language. Our positioning and our messaging need to speak to exactly what resonated with them. We need to find that we need to focus on the channels where we know those people are active and go find more just like them. Right?",{"type":28,"tag":37,"props":549,"children":550},{},[551],{"type":34,"value":552},"Kerry Guard  20:32  ",{"type":28,"tag":37,"props":554,"children":555},{},[556],{"type":34,"value":557},"Yes, we actually did something similar, but we looked back even further. We had like a handful of clients that were repeat offenders, where they kept they left their companies about like every 18 to two years, and then they just brought us along. We were able to hold on to the original company, and then we were brought on to the next company. It's just how we've really grown these last 15 years. And I was like, who are those people, and how do we go find more of them? And it turned out that while we worked for more enterprise companies now, we didn't start with them at enterprise. We started with them when they were more in that scale-up phase. Yeah. And so I was like, okay, I have to stop looking at enterprise because they're they already have their people, and they already have their people because they met them when they were scaling up. Yeah. And so so.",{"type":28,"tag":37,"props":559,"children":560},{},[561],{"type":34,"value":562},"Garrett Jestice  21:18  ",{"type":28,"tag":37,"props":564,"children":565},{},[566],{"type":34,"value":567},"important to find that out, right?",{"type":28,"tag":37,"props":569,"children":570},{},[571],{"type":34,"value":572},"Kerry Guard  21:20  ",{"type":28,"tag":37,"props":574,"children":575},{},[576],{"type":34,"value":577},"Yeah, and it just totally changes the mindset when you really look at the pattern of not only who you're working with, but how you got to work with them, and what that was, and why you're still working with them. So that was sort of our aha moment of we need to go find more of these people, and we need to. This is where we need to look.",{"type":28,"tag":37,"props":579,"children":580},{},[581],{"type":34,"value":582},"Garrett Jestice  21:40  ",{"type":28,"tag":37,"props":584,"children":585},{},[586],{"type":34,"value":587},"Yeah, and the thing that you said is exactly right. It's all about finding the pattern. It's all about pattern matching. That's exactly what you're trying to do, right? Again, in phase one, you're selling to anyone and everyone, but eventually you start to see a pattern emerge, and you want to double down on that best pattern that you find, that best combo of the market and the right offer, because that's what helps you build repeatability focus into your business.",{"type":28,"tag":37,"props":589,"children":590},{},[591],{"type":34,"value":592},"Kerry Guard  22:05  ",{"type":28,"tag":37,"props":594,"children":595},{},[596],{"type":34,"value":597},"And how do you find that pattern? Like, you know, for us, it was more. I don't want to say it was totally gut. I, I sort of had a hypothesis that I'm like, I keep seeing these people who keep rehiring us. How do we meet them? That was sort of like where I started. But where do you normally start? Is it in sales calls, case studies, money, energy? How do you decide who the best client really is?",{"type":28,"tag":37,"props":599,"children":600},{},[601],{"type":34,"value":602},"Garrett Jestice  22:27  ",{"type":28,"tag":37,"props":604,"children":605},{},[606],{"type":34,"value":607},"Yeah, I actually have a I have a scorecard that we work through, and so there are certain questions we identify, and so again, we'll look at past data. That's where we start. But again, most founders usually have a hunch of who the best-fit clients are, and so that's a really good place to start. But then we go through, and we score some of those. You know, you might have a list of five to 10, and we want to identify who the best are. And so again, we have certain criteria, but the categories that we go through and score are across strategic fit. So, do they fit? Are they in a segment, an industry, or a use case that we actually want to proactively target in the future, right? Did they purchase our core offer near or at list price? Those are all questions that we're asking within that strategic fit bubble, right? The second category is around how urgent their pain or problem that they came to you with, right? You want to find someone who has more urgent pain, or something that triggered, where you were the only option for them, and they had to buy today. It wasn't a nice-to-have; it was a need-to-have, right? So there are some questions around that. The third category is around the business impact. So, what's the outcome you were able to drive for their business, right? And was it measurable? Right. Sometimes you have clients where you can drive more measurable business impacts, but when you can show we made this impact, right, it's a lot more impactful for that company internally. The fourth is really around repeatability. So, is this a common problem that we see across other industries? There are questions like that, and then the fifth is like our access to the champion at that company and their willingness to, you know, build a relationship with us to share a testimonial. Sometimes you might have clients that are great, but you just can't get access to them. They, you know, they won't take the time to do a case study or a testimonial. So, anyway, we have a scorecard that goes across each of those five areas. We ask certain questions, and that helps us really hone in on who the best fit one or two clients are that we want to replicate. My gosh.",{"type":28,"tag":37,"props":609,"children":610},{},[611],{"type":34,"value":612},"Kerry Guard  24:31  ",{"type":28,"tag":37,"props":614,"children":615},{},[616],{"type":34,"value":617},"I love a good scorecard! Yay, spreadsheets!",{"type":28,"tag":37,"props":619,"children":620},{},[621],{"type":34,"value":622},"Garrett Jestice  24:33  ",{"type":28,"tag":37,"props":624,"children":625},{},[626],{"type":34,"value":627},"I know, me too, right?",{"type":28,"tag":37,"props":629,"children":630},{},[631],{"type":34,"value":632},"Kerry Guard  24:36  ",{"type":28,"tag":37,"props":634,"children":635},{},[636],{"type":34,"value":637},"Once someone knows who the best client is, how much of the rest of the positioning messaging channels offer actually falls out of that one decision.",{"type":28,"tag":37,"props":639,"children":640},{},[641],{"type":34,"value":642},"Garrett Jestice  24:45  ",{"type":28,"tag":37,"props":644,"children":645},{},[646],{"type":34,"value":647},"Almost everything. I really believe that once you can find your best fit client, like your single best fit client. I'm not talking about the Frankenstein ICP that's made up of you know a. Of 15 different clients, if you can pick your single best fit client, right, your entire go-to-market strategy comes out of understanding them and their journey. It's pretty simple, actually, when you think about it, right? But we make it so much more complicated than it needs to be. If you can understand that single best fit client and their journey with you from when they first had a problem to when they purchased and then got results. Right, that's everything that you need to go find more people just like them. Your positioning, your messaging, your channels, everything flows out of that.",{"type":28,"tag":37,"props":649,"children":650},{},[651],{"type":34,"value":652},"Kerry Guard  25:36  ",{"type":28,"tag":37,"props":654,"children":655},{},[656],{"type":34,"value":657},"It writes itself. It does.",{"type":28,"tag":37,"props":659,"children":660},{},[661],{"type":34,"value":662},"Garrett Jestice  25:39  ",{"type":28,"tag":37,"props":664,"children":665},{},[666],{"type":34,"value":667},"Yeah. Right.",{"type":28,"tag":37,"props":669,"children":670},{},[671],{"type":34,"value":672},"Kerry Guard  25:40  ",{"type":28,"tag":37,"props":674,"children":675},{},[676],{"type":34,"value":677},"Speaking from experience.",{"type":28,"tag":37,"props":679,"children":680},{},[681],{"type":34,"value":682},"Garrett Jestice  25:41  ",{"type":28,"tag":37,"props":684,"children":685},{},[686],{"type":34,"value":687},"yeah.",{"type":28,"tag":37,"props":689,"children":690},{},[691],{"type":34,"value":692},"Kerry Guard  25:43  ",{"type":28,"tag":37,"props":694,"children":695},{},[696],{"type":34,"value":697},"You talk about designing a low-friction intro, quote-unquote, intro offer to open corporate doors. What makes a good intro offer, and what do people get wrong when they try to build one?",{"type":28,"tag":37,"props":699,"children":700},{},[701],{"type":34,"value":702},"Garrett Jestice  25:54  ",{"type":28,"tag":37,"props":704,"children":705},{},[706],{"type":34,"value":707},"Yeah, I actually have an article that I wrote my newsletter about this recently, but it's one of my favorite ways to go to market successfully, especially for solo consultants or small agencies. And so, essentially, when you think about it and you back up, before a client hires you, there are two things that they need to do. They need to know who you are and what you do. So it's the awareness piece, and the second is they need to trust that you actually can get the results that you promise for them, right? If those two things exist-awareness and trust, right? Plus, if they have the right need and they're the right fit, all of that, which we've already talked about, then yeah, they would be weird not to buy from you, right? And so to help with that, I like this idea of the intro offer. So essentially, what an intro offer is is you have the core offer that you typically sell. Maybe it's a six-to eight-week program. Maybe it's a recurring monthly service that you provide. What's a small, scaled-down part of that offer, or maybe the first step in your offer that you could give away for free to a potential client, so that they can earn trust and realize you're the person that they want to work with going forward? Right? That could be a workshop. It could be an assessment. It could be, you know, a strategy that you build for them, something, and I think that that's the missing piece. When we reach, when we do outbound, most of the outbound that you and I get is pushing. What you know, set up a call, check out this demo. Like, let me tell you how I can do this. Blah blah blah. It's all about me, me, me, me, me. But when you can reach out and say, \"Hey, I run this assessment for companies just like yours. These are the results that other people have gotten from this assessment. Whether we decide to work together or not, after this, the assessment's yours for free, and it's going to add value to you. Why would someone say no to that, right? If you're going to add value to them, and it gives you a chance to prove that you know what you're talking about, and can they can start to trust you, then naturally conversations happen after that. Okay, so what's it like to work with you, right? And so it's one of the best ways to really break in is when you start with that outreach with value upfront.",{"type":28,"tag":37,"props":709,"children":710},{},[711],{"type":34,"value":712},"Kerry Guard  28:18  ",{"type":28,"tag":37,"props":714,"children":715},{},[716],{"type":34,"value":717},"We're trying to figure out what that is. It's been an ongoing process of, like, what is that sort of quote-unquote foot in the door where we can just immediately show value? Audits are always good, but I feel like they're here's all your problems exactly, not necessarily a here's how to go fix them. So, as an agency, we're still figuring that out. But for one of my clients, we did this because he's an executive coach, and so we created a 10-question, 10 simple questions. Most of them are multiple choice. Like, you can just pick whatever answer you want, or you can write your own in, which is great because we get so much fodder from those. And then the coach writes back an assessment based on their answers in regard to where they are from a growth standpoint of their company and what's potentially holding them back as them as leaders, and it's been going, like, I don't want to say, like, gangbusters. Like, we get hundreds and hundreds a week, but like we get one or two solid people coming in each week that are net new that fill in the survey and say, \"Yeah, I would like to know if I'm the bottleneck of growing my business. So they can totally work. But I do think it's-I mean, I'll speak for myself as an agency owner. I have been finding it tough to find the right thing. It is. It takes. ",{"type":28,"tag":37,"props":719,"children":720},{},[721],{"type":34,"value":722},"Garrett Jestice  29:32  ",{"type":28,"tag":37,"props":724,"children":725},{},[726],{"type":34,"value":727},"It takes a little experimentation to find the right thing. Let me give you two examples of two that I've seen that work really well that I like. So I know a small agency owner who focuses on doing video content, kind of thought leadership video content, especially for like LinkedIn, right? And so, one of the things that he does, which is, I think, brilliant, is he runs a free 30-minute session for prospects and for partners, where he walks them through the process. And then a 30-minute call about what it's like to work with them. He asks some questions. He helps you set up your camera and your microphone so that you get the right picture, and then he creates a couple of videos for free for you to run. And you get that, and you're able to post that and use that. But it gives you a chance to learn what it's like working with him, you get value for free, and so naturally people say, \"Oh, that was a great experience. Like when I have that need, or if I have that need now, then yes, I'm going to go to him and work with him. Or partners will say, \"That was a great experience. When I come across one of my clients who has that need, I'm going to refer them to him, right? So that's one example that I think is awesome. There are plenty of other flavors of this. I know, I know someone who ran a workshop, a three-hour workshop once a month, but it was you had to apply to come to it. There was a lot of value that came out of that workshop. It was actually around this idea of building offers, right? So he ran this workshop. He helped them identify some of the ideas for kind of their own intro offer, and they left with the idea that they can then go and run. So it's an application process to get into it. But he has 10 or 15 people with whom he's running this once a month, and naturally, they learn what it's like working with him. And afterward, some of them say, \"Well, what's it like to work with you, you know, full time, right? So there are lots of flavors of what these intro offers can look like. The idea is that you give value and you let someone leave with a specific outcome, something that is valuable upfront. I think, as you said, that's one of the reasons why assessments can struggle sometimes. Is you just give them a whole list of problems that maybe they already knew that they had. Instead, you want to give them something, an outcome that's complete, right?",{"type":28,"tag":37,"props":729,"children":730},{},[731],{"type":34,"value":732},"Kerry Guard  31:49  ",{"type":28,"tag":37,"props":734,"children":735},{},[736],{"type":34,"value":737},"Yes, a complete outcome. Absolutely. We have this offer. Then they're standardizing your delivery. You say it protects your calendar and your margins. For someone who prides themselves on bespoke custom work, how do you sell them on standardizing without it feeling like they're cheapening what they do?",{"type":28,"tag":37,"props":739,"children":740},{},[741],{"type":34,"value":742},"Garrett Jestice  32:06  ",{"type":28,"tag":37,"props":744,"children":745},{},[746],{"type":34,"value":747},"It's a really good question, right? And I think that there are a couple of points that I want to make. First, I believe you should standardize, not productize. And what I mean by that there's a there's a difference between that. When I say productize, I mean it's the exact same thing, same widget, no change. You know, for every person, for most service providers, that doesn't work, right? There's nuance to the clients that you're working with, but you do need a standardized process or sets of modules, right, or systems that you work through, and so what? What that ends up looking like a lot of times is the client comes in, you audit their current situation and identify where they're at because not everyone starts in the exact same spot, and then based on that initial audit, you apply module 123, right, in whatever order makes the most sense. So it's a standardized process. It's not a productized process, and I think that's the key, right? The customization, the bespoke process comes in as you apply and adapt your frameworks, your modules, your system to their current situation. But you're not creating from scratch every time, right? And I think that that's the major difference because once you have that standardized system, it becomes a lot easier to run effectively, increase your margins, plug other people and AI and tech into it to make your own operations more efficient.",{"type":28,"tag":37,"props":749,"children":750},{},[751],{"type":34,"value":752},"Kerry Guard  33:44  ",{"type":28,"tag":37,"props":754,"children":755},{},[756],{"type":34,"value":757},"Yes, so we have standard operating procedures that allow us to do just that. Where for every single out, every single thing we deliver to a client, there are steps that we follow for every single time, and it actually does the opposite of making it feel cheaper. It ensures the standard of excellence, no matter who's delivering it. So I think that's another way to look at it, too. It's not just that for whoever you're delivering it to. Obviously, it's going to be different because every client's different, but also it allows you to make sure that the quality of the product is the same, and sometimes even better. Like, especially with AI now, as we figure out what we can automate, we can then figure out where the human really needs to dig in and do a better job and produce something even better than we thought they could because they have so much. They were given time back in a sense, to go deeper and be more thoughtful. So, yeah, I'm a big believer in standard operating procedures. ",{"type":28,"tag":37,"props":759,"children":760},{},[761],{"type":34,"value":762},"Garrett Jestice  34:48  ",{"type":28,"tag":37,"props":764,"children":765},{},[766],{"type":34,"value":767},"In that, and going back to what we were talking about at the beginning, market fit is about selling the same thing to the same audience and getting them the same result that you promised, and standardizing your procedure. Is how you consistently get them the same result, right? The same promised outcome. Without that, right, the chance that you're able to consistently get that same result goes down, right? So you want to ensure that that chance is high, and you do that by standardizing.",{"type":28,"tag":37,"props":769,"children":770},{},[771],{"type":34,"value":772},"Kerry Guard  35:20  ",{"type":28,"tag":37,"props":774,"children":775},{},[776],{"type":34,"value":777},"Absolutely, absolutely. We, my husband, my hero, built me because he's an engineer, and I do build websites here and there. It's not a standard offer at MKG, but if I do come across somebody, I feel like I can help. I just really love it, so I just pick up a project every once in a while. But he built me a standardized template. Now it's not like a WordPress template because I can literally change everything about it in terms of how it looks. But the thing that's standardized is all the things that make it so you can just tell it's WordPress because the spacing's inconsistent, the font sizes are inconsistent, and sometimes things are centered. Sometimes they're left-aligned. Like, there's just all these inconsistencies that he, like, ironed out for me. So now I can really just focus on the content, the layout, the colors, the branding. I add in like animations now, and I don't have to worry about just like trying to get the consistency to really bring that level of that that level of perfectionism that I sort of strive for every time. So yeah, yeah, that's standardization. ",{"type":28,"tag":37,"props":779,"children":780},{},[781],{"type":34,"value":782},"Garrett Jestice  36:33  ",{"type":28,"tag":37,"props":784,"children":785},{},[786],{"type":34,"value":787},"I know. Amen.",{"type":28,"tag":37,"props":789,"children":790},{},[791],{"type":34,"value":792},"Kerry Guard  36:35  ",{"type":28,"tag":37,"props":794,"children":795},{},[796],{"type":34,"value":797},"Amen. You made a point on our call before this that I just loved: you help founders on the foundations, audience positioning, messaging, and offer, and then you hand execution to freelancers and agencies you trust. Why did you draw the line there, and how do you think about who you partner with for execution?",{"type":28,"tag":37,"props":799,"children":800},{},[801],{"type":34,"value":802},"Garrett Jestice  36:58  ",{"type":28,"tag":37,"props":804,"children":805},{},[806],{"type":34,"value":807},"Yeah, it's a really great question. Part of it comes back to what am I best at? I talked about, you know, it took me a while in my journey to figure that out. Like, what do I enjoy doing? What am I best at? Right, because that's where I want to spend my time on the things where I know I'm good at it and I enjoy doing it and I can get good results. And that's kind of how I'm wired, right? Those are the things that I like to focus on, and I feel like I'm best at. And so I've decided to really focus my offers there and spend as much time as I can on those things where I have that unique ability. And so what that has meant is I've needed to find really good partners that I can recommend or hand stuff off to if my clients don't have a team internally that can run with that ongoing execution, then I need to be able to recommend the right partners. And so it's taken some experimentation, truthfully, of feeling out who the right partners are and who's a good fit. And you know, I have a good bench now of partners that I can recommend and bring in at certain spots who are used to working with me and my process, and it helps me add more value to my clients when I can say, okay, we got these foundations locked in. Now we're moving into channel execution, and because we decided these are the right channels, here's a channel partner whom I would definitely recommend working with. Who's great at this thing, right?",{"type":28,"tag":37,"props":809,"children":810},{},[811],{"type":34,"value":812},"Kerry Guard  38:26  ",{"type":28,"tag":37,"props":814,"children":815},{},[816],{"type":34,"value":817},"I love that. Yes, I think it's good to identify, like, where your expertise begins, but also where it ends, and where you do not feel like you have to do it all. I think that's where we're all sort of like scrambling right now, feeling like, as a fractional marketing leader or as the first hire, we are responsible because our resources are limited. That we have to figure it all out, and I just really love that you're like, \" Nope, this is where my expertise is, and then this is where I'm going to offset that, and I, yeah, there's a reason why we have experts doing certain work. You need partners, right?",{"type":28,"tag":37,"props":819,"children":820},{},[821],{"type":34,"value":822},"Garrett Jestice  39:07  ",{"type":28,"tag":37,"props":824,"children":825},{},[826],{"type":34,"value":827},"We can't. No one can do it all perfectly, right?",{"type":28,"tag":37,"props":829,"children":830},{},[831],{"type":34,"value":832},"Kerry Guard  39:11  ",{"type":28,"tag":37,"props":834,"children":835},{},[836],{"type":34,"value":837},"No, we need to stop trying. ",{"type":28,"tag":37,"props":839,"children":840},{},[841],{"type":34,"value":842},"Garrett Jestice  39:14  ",{"type":28,"tag":37,"props":844,"children":845},{},[846],{"type":34,"value":847},"Yeah, exactly. Yep. The other thing that I think is really interesting about what you said for service providers is that there's this hidden piece to offer market fit, which is really the founder piece. So it's really founder-offer market fit when you're a service provider, right? A lot of times, I think this is a major difference between software companies. When I again, I've worked in a lot of software startups. Software founders don't necessarily have to have deep expertise in the value that their software provides because the software is providing the value. That's very different when you're a service provider and starting out. You have to tailor your offer to what your current expertise is, or you have to quickly gain some expertise if you're going to, you know, be valid. Serve customers with a certain offer, right? And so I think that's a hidden piece that we often forget. You start by actually understanding where is my expertise as a service provider, and then that shapes the type of business, the type of offer, the type of market that you go after. And so again, for me, we talked about my journey and all of the different, you know, models that I tried. Part of that was I hadn't sat down and really started with that lens of what's my expertise, what am I best at, and what does that eliminate from a business model or offer perspective for me, so I know where to focus. Once I did that, it became a lot more clear, you know. There are only a handful of potential offers and markets based on that expertise lens that I should focus on.",{"type":28,"tag":37,"props":849,"children":850},{},[851],{"type":34,"value":852},"Kerry Guard  40:53  ",{"type":28,"tag":37,"props":854,"children":855},{},[856],{"type":34,"value":857},"If I think about my journey over the last 15 years, when we started MKG, we were both me and my business partner at the time were media planners, both of us, where we came from, and so when we started the agency, we went into it offering media planning, which which worked until CPC really came into play, and was almost was a competition with it, and so we brought in a contractor who was an expert in Google and cost per click, and ended up really leaning into that, and that became sort of, and still is to stay, really what we offer. While we can do media planning, and we do, but that we start with the CPC of it all across Google and social and all those channels. But to your point, I think it took us so long to be able to do the marketing and sales side of it outside of referral, because as media planners, it's been really hard to talk about something that hasn't been our expertise, even SEO, to have to learn without doing. Right? We it wasn't until really I became a fractional marketing leader in the last few years that I actually started doing SEO on my own and had having to implement it on websites and pick it up and apply it. Now I can really speak to it. But yeah, I have to like sort of reflect. Of that's probably one of the reasons why this has been so dang hard.",{"type":28,"tag":37,"props":859,"children":860},{},[861],{"type":34,"value":862},"Garrett Jestice  42:20  ",{"type":28,"tag":37,"props":864,"children":865},{},[866],{"type":34,"value":867},"Yeah, yeah, I think you're absolutely right. You know, I'm sure that prospects who talk to you now can feel that expertise coming through because you've been in the trenches, you've done it, and that's why you're able to credibly offer the service that you offer today. It makes a huge difference in being able to sell. It's not saying that you can't offer a service that you have no expertise in, but man, that's a massive mountain to climb to overcome that gap. And so, for most service providers, you should start by filtering your offers through the lens of what your expertise is. Otherwise, you have to have a really great plan to gain that expertise, like becoming a fractional marketing leader, right, which gives you the experience and the expertise necessary to then go and sell the right offer or the right service.",{"type":28,"tag":37,"props":869,"children":870},{},[871],{"type":34,"value":872},"Kerry Guard  43:10  ",{"type":28,"tag":37,"props":874,"children":875},{},[876],{"type":34,"value":877},"Yeah, it's things I would tell my younger self.",{"type":28,"tag":37,"props":879,"children":880},{},[881],{"type":34,"value":882},"Garrett Jestice  43:14  ",{"type":28,"tag":37,"props":884,"children":885},{},[886],{"type":34,"value":887},"I know. Right,",{"type":28,"tag":37,"props":889,"children":890},{},[891],{"type":34,"value":892},"Kerry Guard  43:16  ",{"type":28,"tag":37,"props":894,"children":895},{},[896],{"type":34,"value":897},"I've learned a lot these last few years. I definitely get to my younger self to start marketing way earlier, way earlier. Oh my gosh, Garrett! I could, I have more questions, and I could sit and talk to you all day. The last question I want to ask, because I feel like this is coming up more and more for us as as us as marketers trying to figure this out. But you mentioned it was a it was a thread that was coming up in your community, and someone was asking, basically, is anyone else scared about what the next three to five years look like, in terms of our jobs? You're running an offsite around exactly that question. So let me ask you, what do you think our jobs will look like in three years.",{"type":28,"tag":37,"props":899,"children":900},{},[901],{"type":34,"value":902},"Garrett Jestice  44:01  ",{"type":28,"tag":37,"props":904,"children":905},{},[906],{"type":34,"value":907},"So I think it's such an interesting question, especially, you know, I mean, with AI and how everything is changing in the world. I mean, there are drastic changes. If you look back 1220-four months ago, I mean, the work that I'm doing today or how I'm working is so different from, you know, one or two years ago, even right. And so I do understand and totally get the anxiety around that many service providers have. That being said, in my experience so far, I don't think that we're ever going to not need experts, right? What I mean by that is if you think about the usage of AI today, what it takes to get a really good AI output is expertise on the front end to give AI the right context that it needs to then do some of the execution process, and then expertise on the back end to evaluate what AI is. Is it actually good, or is it not? Do I need to send it back through another loop and improve it? Right. We've all seen that. Like you, you see people who don't have expertise in copywriting put out AI-written copy that's bad because they don't have the expertise to judge that this was bad. Right. What's very different when someone who is a has deep expertise in copywriting can feed it the right context, evaluate whether it's good or not, right, and then put something out there. So, I don't think expertise is going away. I think we will always need experts. And so, for every service provider out there, I think you lean into your expertise, what it does is, which is great, is AI helps elevate the strategic side of most of our businesses. Right, we all need to be experts and become strategic partners. If you are focused on providing a service that's straight execution that AI can replace, then you should be worried, right? But if you can become a strategic partner for your clients, I don't think that's going away anytime soon.",{"type":28,"tag":37,"props":909,"children":910},{},[911],{"type":34,"value":912},"Kerry Guard  46:11  ",{"type":28,"tag":37,"props":914,"children":915},{},[916],{"type":34,"value":917},"Couldn't agree more. Couldn't agree more. We have to figure out how to work with AI because it's here to stay, but we can elevate our skill set by 100. It's like being able to go deeper on a deliverable and leveling it up than we ever could before, and it's just raising the bar. And that's exciting. I find that exciting.",{"type":28,"tag":37,"props":919,"children":920},{},[921],{"type":34,"value":922},"Garrett Jestice  46:35  ",{"type":28,"tag":37,"props":924,"children":925},{},[926],{"type":34,"value":927},"I do too.",{"type":28,"tag":37,"props":929,"children":930},{},[931],{"type":34,"value":932},"Kerry Guard  46:37  ",{"type":28,"tag":37,"props":934,"children":935},{},[936],{"type":34,"value":937},"Oh my gosh, Garrett, this was so good. Thank you so much. Two takeaways I'm walking away with are stop trying to fix a lead gen problem when it's really an offer market problem, and find your best client and clone them instead of reinventing yourself for every proposal. Where can people find you? I did post your Substack, so people should go subscribe to that, click on that link, make that happen. Where else do people want to learn more?",{"type":28,"tag":37,"props":939,"children":940},{},[941],{"type":34,"value":942},"Garrett Jestice  47:03  ",{"type":28,"tag":37,"props":944,"children":945},{},[946],{"type":34,"value":947},"I'm pretty active on LinkedIn, so I would love to chat. Reach out if you have any questions or just want to chat. Always open to it.",{"type":28,"tag":37,"props":949,"children":950},{},[951],{"type":34,"value":952},"Kerry Guard  47:10  ",{"type":28,"tag":37,"props":954,"children":955},{},[956],{"type":34,"value":957},"And I will say, I know we talked a lot about solopreneurs or in agencies and services today, but this applies to any business. Whether it's a product market fit or an offer market fit, you need to figure out your positioning and messaging first and foremost. And I guarantee that if you're a big company, you've been around a while, you probably still need to revisit your positioning and messaging given the world we live in. ",{"type":28,"tag":37,"props":959,"children":960},{},[961],{"type":34,"value":962},"Garrett Jestice  47:38  ",{"type":28,"tag":37,"props":964,"children":965},{},[966],{"type":34,"value":967},"So, yep.",{"type":28,"tag":37,"props":969,"children":970},{},[971],{"type":34,"value":972},"Kerry Guard  47:39  ",{"type":28,"tag":37,"props":974,"children":975},{},[976],{"type":34,"value":977},"Yeah, take everything that Garrett said today and go apply it effective immediately. Find your customer, clone them, and everything will come from that in terms of exactly how to market to them and provide them real value. Ah, so good, so good. Thank you again, Garrett.",{"type":28,"tag":37,"props":979,"children":980},{},[981],{"type":34,"value":982},"Garrett Jestice  47:59  ",{"type":28,"tag":37,"props":984,"children":985},{},[986],{"type":34,"value":987},"Thanks for having me, Kerry. It was fun. Let's do it again.",{"type":28,"tag":37,"props":989,"children":990},{},[991],{"type":34,"value":992},"Kerry Guard  48:02  ",{"type":28,"tag":37,"props":994,"children":995},{},[996],{"type":34,"value":997},"Yes, I would love that. I would love that for everyone watching. This is all live all weekend, and we'll cut it into clips so you can keep the conversation going on LinkedIn and tag Garrett so he can keep up and have questions, and we'll get those answered. And that's a perfect place to bring us back to our sponsor because Garrett just spent 30 minutes knowing exactly who you are for. Once you know that, the next question is when they go looking. Do they find you? And that's where we come in. MKG Marketing search visibility optimization that makes you the sighted answer across search and AI, not just another vendor being evaluated. If you want to see where you stand today, start with an audit at mkgmarking.com. I'm Kerry Guard. Thanks for being here, and we'll see you next time.",{"title":7,"searchDepth":999,"depth":999,"links":1000},2,[1001,1002],{"id":31,"depth":999,"text":35},{"id":44,"depth":999,"text":47},"markdown","content:podcasts:marketing-leaders:garrett-jestice-on-why-offer-market-fit-beats-more-lead-generation.md","content","podcasts/marketing-leaders/garrett-jestice-on-why-offer-market-fit-beats-more-lead-generation.md","podcasts/marketing-leaders/garrett-jestice-on-why-offer-market-fit-beats-more-lead-generation","md",[1010,1385,1794,2208,2555],{"_path":1011,"_dir":1012,"_draft":6,"_partial":6,"_locale":7,"title":1013,"description":1014,"date":1015,"imgAlt":1016,"img":1017,"body":1018,"_type":1003,"_id":1381,"_source":1005,"_file":1382,"_stem":1383,"_extension":1008,"category":1012,"minutes":1384},"/blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026","seo","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":1019,"toc":1364},[1020,1026,1091,1097,1102,1108,1131,1137,1151,1157,1178,1184,1195,1208,1213,1219,1233,1247,1253,1259,1272,1278,1301,1307,1312,1317,1350],{"type":28,"tag":29,"props":1021,"children":1023},{"id":1022},"executive-summary-the-tldr",[1024],{"type":34,"value":1025},"Executive Summary (The TL;DR)",{"type":28,"tag":1027,"props":1028,"children":1029},"ul",{},[1030,1053,1072],{"type":28,"tag":1031,"props":1032,"children":1033},"li",{},[1034,1040,1042,1051],{"type":28,"tag":1035,"props":1036,"children":1037},"strong",{},[1038],{"type":34,"value":1039},"Algorithmic Consolidation:",{"type":34,"value":1041}," Google executed its ",{"type":28,"tag":1043,"props":1044,"children":1048},"a",{"href":1045,"rel":1046},"https://www.seopress.org/newsroom/seo-news/june-2026/",[1047],"nofollow",[1049],{"type":34,"value":1050},"June 2026 Spam Update",{"type":34,"value":1052}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":28,"tag":1031,"props":1054,"children":1055},{},[1056,1061,1063,1070],{"type":28,"tag":1035,"props":1057,"children":1058},{},[1059],{"type":34,"value":1060},"The 1-Billion-User Pivot:",{"type":34,"value":1062}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":28,"tag":1043,"props":1064,"children":1067},{"href":1065,"rel":1066},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[1047],[1068],{"type":34,"value":1069},"surpassed 1 billion monthly active users",{"type":34,"value":1071},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":28,"tag":1031,"props":1073,"children":1074},{},[1075,1080,1082,1089],{"type":28,"tag":1035,"props":1076,"children":1077},{},[1078],{"type":34,"value":1079},"Standardized AI Attribution:",{"type":34,"value":1081}," Google Analytics 4 introduced a native ",{"type":28,"tag":1043,"props":1083,"children":1086},{"href":1084,"rel":1085},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[1047],[1087],{"type":34,"value":1088},"AI assistant channel group",{"type":34,"value":1090},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":28,"tag":29,"props":1092,"children":1094},{"id":1093},"algorithm-technical-seo-updates",[1095],{"type":34,"value":1096},"Algorithm & Technical SEO Updates",{"type":28,"tag":37,"props":1098,"children":1099},{},[1100],{"type":34,"value":1101},"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":1103,"props":1104,"children":1106},"h3",{"id":1105},"june-2026-spam-update",[1107],{"type":34,"value":1050},{"type":28,"tag":37,"props":1109,"children":1110},{},[1111,1113,1120,1122,1129],{"type":34,"value":1112},"Google launched and completed its",{"type":28,"tag":1043,"props":1114,"children":1117},{"href":1115,"rel":1116},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[1047],[1118],{"type":34,"value":1119}," June 2026 Spam Update",{"type":34,"value":1121}," 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":1043,"props":1123,"children":1126},{"href":1124,"rel":1125},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[1047],[1127],{"type":34,"value":1128},"update",{"type":34,"value":1130}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":28,"tag":1103,"props":1132,"children":1134},{"id":1133},"may-2026-core-update-conclusion",[1135],{"type":34,"value":1136},"May 2026 Core Update Conclusion",{"type":28,"tag":37,"props":1138,"children":1139},{},[1140,1142,1149],{"type":34,"value":1141},"This rapid spam crackdown followed the",{"type":28,"tag":1043,"props":1143,"children":1146},{"href":1144,"rel":1145},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[1047],[1147],{"type":34,"value":1148}," May 2026 Core Update",{"type":34,"value":1150},", 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":1152,"children":1154},{"id":1153},"the-geoaeo-frontier",[1155],{"type":34,"value":1156},"The GEO/AEO Frontier",{"type":28,"tag":37,"props":1158,"children":1159},{},[1160,1167,1169,1176],{"type":28,"tag":1043,"props":1161,"children":1164},{"href":1162,"rel":1163},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[1047],[1165],{"type":34,"value":1166},"Generative Experience Optimization (GEO)",{"type":34,"value":1168}," and ",{"type":28,"tag":1043,"props":1170,"children":1173},{"href":1171,"rel":1172},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[1047],[1174],{"type":34,"value":1175},"Answer Engine Optimization (AEO)",{"type":34,"value":1177}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":28,"tag":1103,"props":1179,"children":1181},{"id":1180},"conversational-ai-scale-behavior",[1182],{"type":34,"value":1183},"Conversational AI Scale & Behavior",{"type":28,"tag":37,"props":1185,"children":1186},{},[1187,1193],{"type":28,"tag":1043,"props":1188,"children":1190},{"href":1065,"rel":1189},[1047],[1191],{"type":34,"value":1192},"Data",{"type":34,"value":1194}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":28,"tag":1027,"props":1196,"children":1197},{},[1198,1203],{"type":28,"tag":1031,"props":1199,"children":1200},{},[1201],{"type":34,"value":1202},"Queries in AI Mode average three times as long as traditional searches.",{"type":28,"tag":1031,"props":1204,"children":1205},{},[1206],{"type":34,"value":1207},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":28,"tag":37,"props":1209,"children":1210},{},[1211],{"type":34,"value":1212},"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":1103,"props":1214,"children":1216},{"id":1215},"citation-bias-and-platform-updates",[1217],{"type":34,"value":1218},"Citation Bias and Platform Updates",{"type":28,"tag":37,"props":1220,"children":1221},{},[1222,1224,1231],{"type":34,"value":1223},"A June data study published on ",{"type":28,"tag":1043,"props":1225,"children":1228},{"href":1226,"rel":1227},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[1047],[1229],{"type":34,"value":1230},"Search Engine Land",{"type":34,"value":1232}," 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":1234,"children":1235},{},[1236,1238,1245],{"type":34,"value":1237},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":28,"tag":1043,"props":1239,"children":1242},{"href":1240,"rel":1241},"https://releasebot.io/updates/perplexity-ai",[1047],[1243],{"type":34,"value":1244},"\"Deep Research in Computer\"",{"type":34,"value":1246}," 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":1248,"children":1250},{"id":1249},"strategic-implications-for-leaders",[1251],{"type":34,"value":1252},"Strategic Implications for Leaders",{"type":28,"tag":1103,"props":1254,"children":1256},{"id":1255},"what-to-ignore",[1257],{"type":34,"value":1258},"What to Ignore",{"type":28,"tag":1027,"props":1260,"children":1261},{},[1262],{"type":28,"tag":1031,"props":1263,"children":1264},{},[1265,1270],{"type":28,"tag":1035,"props":1266,"children":1267},{},[1268],{"type":34,"value":1269},"Unvalidated \"GEO Hacks\":",{"type":34,"value":1271}," 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":1103,"props":1273,"children":1275},{"id":1274},"where-to-pivot",[1276],{"type":34,"value":1277},"Where to Pivot",{"type":28,"tag":1027,"props":1279,"children":1280},{},[1281,1291],{"type":28,"tag":1031,"props":1282,"children":1283},{},[1284,1289],{"type":28,"tag":1035,"props":1285,"children":1286},{},[1287],{"type":34,"value":1288},"Audit Your Shared Real Estate:",{"type":34,"value":1290}," 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":1031,"props":1292,"children":1293},{},[1294,1299],{"type":28,"tag":1035,"props":1295,"children":1296},{},[1297],{"type":34,"value":1298},"Configure Native AI Attribution:",{"type":34,"value":1300}," 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":1302,"children":1304},{"id":1303},"optimize-for-the-future",[1305],{"type":34,"value":1306},"Optimize for the Future",{"type":28,"tag":37,"props":1308,"children":1309},{},[1310],{"type":34,"value":1311},"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":1313,"children":1314},{},[1315],{"type":34,"value":1316},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":28,"tag":1027,"props":1318,"children":1319},{},[1320,1330,1340],{"type":28,"tag":1031,"props":1321,"children":1322},{},[1323,1328],{"type":28,"tag":1035,"props":1324,"children":1325},{},[1326],{"type":34,"value":1327},"AI Search Audits:",{"type":34,"value":1329}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":28,"tag":1031,"props":1331,"children":1332},{},[1333,1338],{"type":28,"tag":1035,"props":1334,"children":1335},{},[1336],{"type":34,"value":1337},"Technical Site Alignment:",{"type":34,"value":1339}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":28,"tag":1031,"props":1341,"children":1342},{},[1343,1348],{"type":28,"tag":1035,"props":1344,"children":1345},{},[1346],{"type":34,"value":1347},"Clear Traffic Tracking:",{"type":34,"value":1349}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":28,"tag":37,"props":1351,"children":1352},{},[1353,1355,1362],{"type":34,"value":1354},"To future-proof your digital acquisition engine and lower your CAC,",{"type":28,"tag":1043,"props":1356,"children":1359},{"href":1357,"rel":1358},"https://mkgmarketinginc.com/contact/",[1047],[1360],{"type":34,"value":1361}," Book a Discovery Call with MKG today",{"type":34,"value":1363},".",{"title":7,"searchDepth":999,"depth":999,"links":1365},[1366,1367,1372,1376,1380],{"id":1022,"depth":999,"text":1025},{"id":1093,"depth":999,"text":1096,"children":1368},[1369,1371],{"id":1105,"depth":1370,"text":1050},3,{"id":1133,"depth":1370,"text":1136},{"id":1153,"depth":999,"text":1156,"children":1373},[1374,1375],{"id":1180,"depth":1370,"text":1183},{"id":1215,"depth":1370,"text":1218},{"id":1249,"depth":999,"text":1252,"children":1377},[1378,1379],{"id":1255,"depth":1370,"text":1258},{"id":1274,"depth":1370,"text":1277},{"id":1303,"depth":999,"text":1306},"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":1386,"_dir":1012,"_draft":6,"_partial":6,"_locale":7,"title":1387,"description":1388,"date":1389,"img":1390,"imgAlt":1391,"body":1392,"_type":1003,"_id":1790,"_source":1005,"_file":1791,"_stem":1792,"_extension":1008,"category":1012,"minutes":1793},"/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":1393,"toc":1777},[1394,1399,1404,1409,1414,1419,1424,1430,1435,1441,1446,1451,1456,1462,1474,1479,1484,1492,1498,1512,1517,1622,1627,1632,1639,1645,1650,1655,1661,1677,1700,1705,1711,1716,1733,1738,1744,1749,1754,1761,1767,1772],{"type":28,"tag":37,"props":1395,"children":1396},{},[1397],{"type":34,"value":1398},"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":1400,"children":1401},{},[1402],{"type":34,"value":1403},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":28,"tag":37,"props":1405,"children":1406},{},[1407],{"type":34,"value":1408},"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":1410,"children":1411},{},[1412],{"type":34,"value":1413},"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":1415,"children":1416},{},[1417],{"type":34,"value":1418},"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":1420,"children":1421},{},[1422],{"type":34,"value":1423},"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":1425,"children":1427},{"id":1426},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[1428],{"type":34,"value":1429},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":28,"tag":37,"props":1431,"children":1432},{},[1433],{"type":34,"value":1434},"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":1103,"props":1436,"children":1438},{"id":1437},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[1439],{"type":34,"value":1440},"1. AI Overviews and the Elimination of the Organic Click",{"type":28,"tag":37,"props":1442,"children":1443},{},[1444],{"type":34,"value":1445},"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":1447,"children":1448},{},[1449],{"type":34,"value":1450},"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":1452,"children":1453},{},[1454],{"type":34,"value":1455},"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":1103,"props":1457,"children":1459},{"id":1458},"_2-the-rise-of-the-zero-click-search",[1460],{"type":34,"value":1461},"2. The Rise of the Zero-Click Search",{"type":28,"tag":37,"props":1463,"children":1464},{},[1465,1467,1472],{"type":34,"value":1466},"This monetization behavior has accelerated the prevalence of the ",{"type":28,"tag":1035,"props":1468,"children":1469},{},[1470],{"type":34,"value":1471},"Zero-Click Search",{"type":34,"value":1473},". 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":1475,"children":1476},{},[1477],{"type":34,"value":1478},"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":1480,"children":1481},{},[1482],{"type":34,"value":1483},"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":1485,"children":1486},{},[1487],{"type":28,"tag":1488,"props":1489,"children":1491},"img",{"alt":7,"src":1490},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":28,"tag":29,"props":1493,"children":1495},{"id":1494},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[1496],{"type":34,"value":1497},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":28,"tag":37,"props":1499,"children":1500},{},[1501,1503,1510],{"type":34,"value":1502},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":28,"tag":1043,"props":1504,"children":1507},{"href":1505,"rel":1506},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[1047],[1508],{"type":34,"value":1509},"SEO",{"type":34,"value":1511}," 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":1513,"children":1514},{},[1515],{"type":34,"value":1516},"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":1518,"props":1519,"children":1520},"table",{},[1521,1545],{"type":28,"tag":1522,"props":1523,"children":1524},"thead",{},[1525],{"type":28,"tag":1526,"props":1527,"children":1528},"tr",{},[1529,1535,1540],{"type":28,"tag":1530,"props":1531,"children":1532},"th",{},[1533],{"type":34,"value":1534},"Performance Component",{"type":28,"tag":1530,"props":1536,"children":1537},{},[1538],{"type":34,"value":1539},"Legacy Keyword Volume Model",{"type":28,"tag":1530,"props":1541,"children":1542},{},[1543],{"type":34,"value":1544},"Search Visibility Optimization (SVO) Framework",{"type":28,"tag":1546,"props":1547,"children":1548},"tbody",{},[1549,1568,1586,1604],{"type":28,"tag":1526,"props":1550,"children":1551},{},[1552,1558,1563],{"type":28,"tag":1553,"props":1554,"children":1555},"td",{},[1556],{"type":34,"value":1557},"Primary Metric",{"type":28,"tag":1553,"props":1559,"children":1560},{},[1561],{"type":34,"value":1562},"Organic Traffic, Pageviews, Keyword Rank",{"type":28,"tag":1553,"props":1564,"children":1565},{},[1566],{"type":34,"value":1567},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":28,"tag":1526,"props":1569,"children":1570},{},[1571,1576,1581],{"type":28,"tag":1553,"props":1572,"children":1573},{},[1574],{"type":34,"value":1575},"Content Focus",{"type":28,"tag":1553,"props":1577,"children":1578},{},[1579],{"type":34,"value":1580},"Broad Informational Text, High-Volume Blogs",{"type":28,"tag":1553,"props":1582,"children":1583},{},[1584],{"type":34,"value":1585},"Self-Contained Passages, Node-Based Architecture",{"type":28,"tag":1526,"props":1587,"children":1588},{},[1589,1594,1599],{"type":28,"tag":1553,"props":1590,"children":1591},{},[1592],{"type":34,"value":1593},"Target Infrastructure",{"type":28,"tag":1553,"props":1595,"children":1596},{},[1597],{"type":34,"value":1598},"Traditional Search Engine Indexes",{"type":28,"tag":1553,"props":1600,"children":1601},{},[1602],{"type":34,"value":1603},"Large Language Model Vector Databases",{"type":28,"tag":1526,"props":1605,"children":1606},{},[1607,1612,1617],{"type":28,"tag":1553,"props":1608,"children":1609},{},[1610],{"type":34,"value":1611},"Discovery Vector",{"type":28,"tag":1553,"props":1613,"children":1614},{},[1615],{"type":34,"value":1616},"Single-Engine Keyword Matches",{"type":28,"tag":1553,"props":1618,"children":1619},{},[1620],{"type":34,"value":1621},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":28,"tag":37,"props":1623,"children":1624},{},[1625],{"type":34,"value":1626},"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":1628,"children":1629},{},[1630],{"type":34,"value":1631},"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":1633,"children":1634},{},[1635],{"type":28,"tag":1488,"props":1636,"children":1638},{"alt":7,"src":1637},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":28,"tag":29,"props":1640,"children":1642},{"id":1641},"systemic-accountability-the-svo-framework-for-modern-retrieval",[1643],{"type":34,"value":1644},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":28,"tag":37,"props":1646,"children":1647},{},[1648],{"type":34,"value":1649},"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":1651,"children":1652},{},[1653],{"type":34,"value":1654},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":28,"tag":1103,"props":1656,"children":1658},{"id":1657},"pillar-3-implementing-generative-engine-optimization-geo",[1659],{"type":34,"value":1660},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":28,"tag":37,"props":1662,"children":1663},{},[1664,1666,1675],{"type":34,"value":1665},"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":1043,"props":1667,"children":1669},{"href":1162,"rel":1668},[1047],[1670],{"type":28,"tag":1035,"props":1671,"children":1672},{},[1673],{"type":34,"value":1674},"Generative Engine Optimization (GEO)",{"type":34,"value":1676},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":28,"tag":1027,"props":1678,"children":1679},{},[1680,1690],{"type":28,"tag":1031,"props":1681,"children":1682},{},[1683,1688],{"type":28,"tag":1035,"props":1684,"children":1685},{},[1686],{"type":34,"value":1687},"Isolate Information into Extractable Passages:",{"type":34,"value":1689}," 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":1031,"props":1691,"children":1692},{},[1693,1698],{"type":28,"tag":1035,"props":1694,"children":1695},{},[1696],{"type":34,"value":1697},"Inject Specialized Terminology and Schema:",{"type":34,"value":1699}," 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":1701,"children":1702},{},[1703],{"type":34,"value":1704},"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":1103,"props":1706,"children":1708},{"id":1707},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[1709],{"type":34,"value":1710},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":28,"tag":37,"props":1712,"children":1713},{},[1714],{"type":34,"value":1715},"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":1717,"children":1718},{},[1719,1721,1731],{"type":34,"value":1720},"You must expand your strategy into a comprehensive ",{"type":28,"tag":1043,"props":1722,"children":1724},{"href":1171,"rel":1723},[1047],[1725,1729],{"type":28,"tag":1035,"props":1726,"children":1727},{},[1728],{"type":34,"value":1175},{"type":34,"value":1730}," ",{"type":34,"value":1732},"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":1734,"children":1735},{},[1736],{"type":34,"value":1737},"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":1103,"props":1739,"children":1741},{"id":1740},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[1742],{"type":34,"value":1743},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":28,"tag":37,"props":1745,"children":1746},{},[1747],{"type":34,"value":1748},"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":1750,"children":1751},{},[1752],{"type":34,"value":1753},"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":1755,"children":1756},{},[1757],{"type":28,"tag":1488,"props":1758,"children":1760},{"alt":7,"src":1759},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":28,"tag":29,"props":1762,"children":1764},{"id":1763},"summary",[1765],{"type":34,"value":1766},"Summary",{"type":28,"tag":37,"props":1768,"children":1769},{},[1770],{"type":34,"value":1771},"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":1773,"children":1774},{},[1775],{"type":34,"value":1776},"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":999,"depth":999,"links":1778},[1779,1783,1784,1789],{"id":1426,"depth":999,"text":1429,"children":1780},[1781,1782],{"id":1437,"depth":1370,"text":1440},{"id":1458,"depth":1370,"text":1461},{"id":1494,"depth":999,"text":1497},{"id":1641,"depth":999,"text":1644,"children":1785},[1786,1787,1788],{"id":1657,"depth":1370,"text":1660},{"id":1707,"depth":1370,"text":1710},{"id":1740,"depth":1370,"text":1743},{"id":1763,"depth":999,"text":1766},"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":1795,"_dir":1796,"_draft":6,"_partial":6,"_locale":7,"title":1797,"description":1798,"date":1799,"img":1800,"imgAlt":1801,"body":1802,"_type":1003,"_id":2205,"_source":1005,"_file":2206,"_stem":2207,"_extension":1008,"category":1796,"minutes":1793},"/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","Pipeline Velocity",{"type":25,"children":1803,"toc":2190},[1804,1809,1814,1819,1852,1857,1862,1867,1872,1878,1883,1889,1894,1899,1904,1910,1922,1936,1943,1949,1954,1966,1974,1979,2020,2025,2032,2043,2048,2053,2059,2064,2087,2092,2098,2103,2108,2127,2132,2138,2143,2148,2155,2161,2166,2171,2176,2180,2185],{"type":28,"tag":37,"props":1805,"children":1806},{},[1807],{"type":34,"value":1808},"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":1810,"children":1811},{},[1812],{"type":34,"value":1813},"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":1815,"children":1816},{},[1817],{"type":34,"value":1818},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":28,"tag":1027,"props":1820,"children":1821},{},[1822,1832,1842],{"type":28,"tag":1031,"props":1823,"children":1824},{},[1825,1830],{"type":28,"tag":1035,"props":1826,"children":1827},{},[1828],{"type":34,"value":1829},"Click-Through Rates (CTRs)",{"type":34,"value":1831}," are holding perfectly steady.",{"type":28,"tag":1031,"props":1833,"children":1834},{},[1835,1840],{"type":28,"tag":1035,"props":1836,"children":1837},{},[1838],{"type":34,"value":1839},"Total Impressions",{"type":34,"value":1841}," are hitting record, all-time highs.",{"type":28,"tag":1031,"props":1843,"children":1844},{},[1845,1850],{"type":28,"tag":1035,"props":1846,"children":1847},{},[1848],{"type":34,"value":1849},"Cost-Per-Click (CPC)",{"type":34,"value":1851}," looks highly optimized and efficient.",{"type":28,"tag":37,"props":1853,"children":1854},{},[1855],{"type":34,"value":1856},"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":1858,"children":1859},{},[1860],{"type":34,"value":1861},"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":1863,"children":1864},{},[1865],{"type":34,"value":1866},"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":1868,"children":1869},{},[1870],{"type":34,"value":1871},"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":1873,"children":1875},{"id":1874},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[1876],{"type":34,"value":1877},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":28,"tag":37,"props":1879,"children":1880},{},[1881],{"type":34,"value":1882},"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":1103,"props":1884,"children":1886},{"id":1885},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[1887],{"type":34,"value":1888},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":28,"tag":37,"props":1890,"children":1891},{},[1892],{"type":34,"value":1893},"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":1895,"children":1896},{},[1897],{"type":34,"value":1898},"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":1900,"children":1901},{},[1902],{"type":34,"value":1903},"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":1103,"props":1905,"children":1907},{"id":1906},"_2-linkedin-ad-fatigue",[1908],{"type":34,"value":1909},"2. LinkedIn Ad Fatigue",{"type":28,"tag":37,"props":1911,"children":1912},{},[1913,1915,1920],{"type":34,"value":1914},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":28,"tag":1035,"props":1916,"children":1917},{},[1918],{"type":34,"value":1919},"LinkedIn Ad Fatigue",{"type":34,"value":1921},". 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":1923,"children":1924},{},[1925,1927,1934],{"type":34,"value":1926},"According to data compiled in the ",{"type":28,"tag":1043,"props":1928,"children":1931},{"href":1929,"rel":1930},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[1047],[1932],{"type":34,"value":1933},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":34,"value":1935},", 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":1937,"children":1938},{},[1939],{"type":28,"tag":1488,"props":1940,"children":1942},{"alt":7,"src":1941},"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":1944,"children":1946},{"id":1945},"the-fatal-flaw-pipeline-vs-mqls",[1947],{"type":34,"value":1948},"The Fatal Flaw: Pipeline vs. MQLs",{"type":28,"tag":37,"props":1950,"children":1951},{},[1952],{"type":34,"value":1953},"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":1955,"children":1956},{},[1957,1959,1964],{"type":34,"value":1958},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":28,"tag":1035,"props":1960,"children":1961},{},[1962],{"type":34,"value":1963},"pipeline velocity",{"type":34,"value":1965},". 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":1967,"children":1968},{},[1969],{"type":28,"tag":1035,"props":1970,"children":1971},{},[1972],{"type":34,"value":1973},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":1975,"children":1976},{},[1977],{"type":34,"value":1978},"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":1027,"props":1980,"children":1981},{},[1982,2000,2010],{"type":28,"tag":1031,"props":1983,"children":1984},{},[1985,1990,1992,1998],{"type":28,"tag":1035,"props":1986,"children":1987},{},[1988],{"type":34,"value":1989},"Diminished Opportunity Quality:",{"type":34,"value":1991}," Your total number of ",{"type":28,"tag":1993,"props":1994,"children":1995},"em",{},[1996],{"type":34,"value":1997},"qualified",{"type":34,"value":1999}," 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":1031,"props":2001,"children":2002},{},[2003,2008],{"type":28,"tag":1035,"props":2004,"children":2005},{},[2006],{"type":34,"value":2007},"Depressed Win Rates:",{"type":34,"value":2009}," 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":1031,"props":2011,"children":2012},{},[2013,2018],{"type":28,"tag":1035,"props":2014,"children":2015},{},[2016],{"type":34,"value":2017},"Expanded Cycle Length:",{"type":34,"value":2019}," 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":2021,"children":2022},{},[2023],{"type":34,"value":2024},"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":2026,"children":2027},{},[2028],{"type":28,"tag":1488,"props":2029,"children":2031},{"alt":7,"src":2030},"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":2033,"children":2035},{"id":2034},"systemic-accountability-the-path-to-de-risking-spend",[2036,2041],{"type":28,"tag":1035,"props":2037,"children":2038},{},[2039],{"type":34,"value":2040},"Systemic Accountability: The Pat",{"type":34,"value":2042},"h to De-Risking Spend",{"type":28,"tag":37,"props":2044,"children":2045},{},[2046],{"type":34,"value":2047},"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":2049,"children":2050},{},[2051],{"type":34,"value":2052},"De-risking your post-funding ad spend requires a rigorous architectural overhaul of your marketing campaigns across three core operational pillars:",{"type":28,"tag":1103,"props":2054,"children":2056},{"id":2055},"pillar-1-decoupling-blended-placements-and-enforcing-guardrails",[2057],{"type":34,"value":2058},"Pillar 1: Decoupling Blended Placements and Enforcing Guardrails",{"type":28,"tag":37,"props":2060,"children":2061},{},[2062],{"type":34,"value":2063},"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":1027,"props":2065,"children":2066},{},[2067,2077],{"type":28,"tag":1031,"props":2068,"children":2069},{},[2070,2075],{"type":28,"tag":1035,"props":2071,"children":2072},{},[2073],{"type":34,"value":2074},"Isolate Video Inventory:",{"type":34,"value":2076}," 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":1031,"props":2078,"children":2079},{},[2080,2085],{"type":28,"tag":1035,"props":2081,"children":2082},{},[2083],{"type":34,"value":2084},"Enforce Strict Exclusions:",{"type":34,"value":2086}," 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":2088,"children":2089},{},[2090],{"type":34,"value":2091},"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":1103,"props":2093,"children":2095},{"id":2094},"pillar-2-synchronizing-ad-networks-with-offline-crm-signals",[2096],{"type":34,"value":2097},"Pillar 2: Synchronizing Ad Networks with Offline CRM Signals",{"type":28,"tag":37,"props":2099,"children":2100},{},[2101],{"type":34,"value":2102},"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":2104,"children":2105},{},[2106],{"type":34,"value":2107},"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":2109,"props":2110,"children":2111},"ol",{},[2112,2117,2122],{"type":28,"tag":1031,"props":2113,"children":2114},{},[2115],{"type":34,"value":2116},"Sales Qualified Lead (SQL) validation milestones.",{"type":28,"tag":1031,"props":2118,"children":2119},{},[2120],{"type":34,"value":2121},"Formal discovery meeting completed tracking.",{"type":28,"tag":1031,"props":2123,"children":2124},{},[2125],{"type":34,"value":2126},"Pipeline opportunity value verification.",{"type":28,"tag":37,"props":2128,"children":2129},{},[2130],{"type":34,"value":2131},"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":1103,"props":2133,"children":2135},{"id":2134},"pillar-3-establishing-a-unified-system-of-attribution-tracking",[2136],{"type":34,"value":2137},"Pillar 3: Establishing a Unified System of Attribution Tracking",{"type":28,"tag":37,"props":2139,"children":2140},{},[2141],{"type":34,"value":2142},"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":2144,"children":2145},{},[2146],{"type":34,"value":2147},"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":2149,"children":2150},{},[2151],{"type":28,"tag":1488,"props":2152,"children":2154},{"alt":7,"src":2153},"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":2156,"children":2158},{"id":2157},"protect-your-runway-by-demanding-pipeline-truth",[2159],{"type":34,"value":2160},"Protect Your Runway by Demanding Pipeline Truth",{"type":28,"tag":37,"props":2162,"children":2163},{},[2164],{"type":34,"value":2165},"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":2167,"children":2168},{},[2169],{"type":34,"value":2170},"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":2172,"children":2173},{},[2174],{"type":34,"value":2175},"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":2177,"children":2178},{"id":1763},[2179],{"type":34,"value":1766},{"type":28,"tag":37,"props":2181,"children":2182},{},[2183],{"type":34,"value":2184},"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":2186,"children":2187},{},[2188],{"type":34,"value":2189},"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":999,"depth":999,"links":2191},[2192,2196,2197,2203,2204],{"id":1874,"depth":999,"text":1877,"children":2193},[2194,2195],{"id":1885,"depth":1370,"text":1888},{"id":1906,"depth":1370,"text":1909},{"id":1945,"depth":999,"text":1948},{"id":2034,"depth":999,"text":2198,"children":2199},"Systemic Accountability: The Path to De-Risking Spend",[2200,2201,2202],{"id":2055,"depth":1370,"text":2058},{"id":2094,"depth":1370,"text":2097},{"id":2134,"depth":1370,"text":2137},{"id":2157,"depth":999,"text":2160},{"id":1763,"depth":999,"text":1766},"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":2209,"_dir":1012,"_draft":6,"_partial":6,"_locale":7,"title":2210,"description":2211,"date":2212,"img":2213,"imgAlt":2214,"body":2215,"_type":1003,"_id":2552,"_source":1005,"_file":2553,"_stem":2554,"_extension":1008,"category":1012,"minutes":1793},"/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":2216,"toc":2543},[2217,2222,2227,2232,2246,2253,2259,2264,2269,2283,2288,2294,2299,2304,2309,2321,2328,2334,2346,2359,2392,2404,2410,2415,2420,2425,2432,2438,2443,2456,2489,2494,2500,2505,2517,2522,2526,2531],{"type":28,"tag":37,"props":2218,"children":2219},{},[2220],{"type":34,"value":2221},"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":2223,"children":2224},{},[2225],{"type":34,"value":2226},"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":2228,"children":2229},{},[2230],{"type":34,"value":2231},"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":2233,"children":2234},{},[2235,2237,2244],{"type":34,"value":2236},"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":1043,"props":2238,"children":2241},{"href":2239,"rel":2240},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-visibility-optimization/",[1047],[2242],{"type":34,"value":2243},"Search Visibility Optimization (SVO)",{"type":34,"value":2245}," and persistent, native mentions of their corporate brand.",{"type":28,"tag":37,"props":2247,"children":2248},{},[2249],{"type":28,"tag":1488,"props":2250,"children":2252},{"alt":7,"src":2251},"https://assets.mkgmarketinginc.com/c5f7302e-ce8a-4faf-b0ac-4815664ca413-mkg-blog-stop-chasing-citations-image-1.png",[],{"type":28,"tag":29,"props":2254,"children":2256},{"id":2255},"the-footnote-mirage-and-the-illusion-of-traffic",[2257],{"type":34,"value":2258},"The Footnote Mirage and the Illusion of Traffic",{"type":28,"tag":37,"props":2260,"children":2261},{},[2262],{"type":34,"value":2263},"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":2265,"children":2266},{},[2267],{"type":34,"value":2268},"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":2270,"children":2271},{},[2272,2274,2281],{"type":34,"value":2273},"This exact shift is confirmed by macro performance data. Comprehensive user behavioral analysis published in ",{"type":28,"tag":1043,"props":2275,"children":2278},{"href":2276,"rel":2277},"https://company.g2.com/news/g2-research-the-answer-economy",[1047],[2279],{"type":34,"value":2280},"G2’s 2026 Answer Economy Report",{"type":34,"value":2282}," 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":2284,"children":2285},{},[2286],{"type":34,"value":2287},"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":2289,"children":2291},{"id":2290},"decoding-the-core-engine-parametric-memory-vs-indexing",[2292],{"type":34,"value":2293},"Decoding the Core Engine: Parametric Memory vs. Indexing",{"type":28,"tag":37,"props":2295,"children":2296},{},[2297],{"type":34,"value":2298},"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":2300,"children":2301},{},[2302],{"type":34,"value":2303},"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":2305,"children":2306},{},[2307],{"type":34,"value":2308},"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":2310,"children":2311},{},[2312,2314,2319],{"type":34,"value":2313},"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":1043,"props":2315,"children":2317},{"href":1162,"rel":2316},[1047],[2318],{"type":34,"value":1674},{"type":34,"value":2320}," and committing to deep, data-layer positioning.",{"type":28,"tag":37,"props":2322,"children":2323},{},[2324],{"type":28,"tag":1488,"props":2325,"children":2327},{"alt":7,"src":2326},"https://assets.mkgmarketinginc.com/6d0b1599-0f9a-4137-8b80-61959fb7a116-mkg-blog-stop-chasing-citations-image-2.png",[],{"type":28,"tag":29,"props":2329,"children":2331},{"id":2330},"the-svo-blueprint-engineering-native-mentions",[2332],{"type":34,"value":2333},"The SVO Blueprint: Engineering Native Mentions",{"type":28,"tag":37,"props":2335,"children":2336},{},[2337,2339,2344],{"type":34,"value":2338},"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":1035,"props":2340,"children":2341},{},[2342],{"type":34,"value":2343},"Entity Co-occurrence",{"type":34,"value":2345},"—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":2347,"children":2348},{},[2349,2351,2357],{"type":34,"value":2350},"An effective, boardroom-ready ",{"type":28,"tag":1043,"props":2352,"children":2354},{"href":2239,"rel":2353},[1047],[2355],{"type":34,"value":2356},"SVO ",{"type":34,"value":2358},"framework operates across three distinct data layers:",{"type":28,"tag":1027,"props":2360,"children":2361},{},[2362,2372,2382],{"type":28,"tag":1031,"props":2363,"children":2364},{},[2365,2370],{"type":28,"tag":1035,"props":2366,"children":2367},{},[2368],{"type":34,"value":2369},"Unstructured Community Mapping:",{"type":34,"value":2371}," 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":1031,"props":2373,"children":2374},{},[2375,2380],{"type":28,"tag":1035,"props":2376,"children":2377},{},[2378],{"type":34,"value":2379},"Structured Data Layer Alignment:",{"type":34,"value":2381}," 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":1031,"props":2383,"children":2384},{},[2385,2390],{"type":28,"tag":1035,"props":2386,"children":2387},{},[2388],{"type":34,"value":2389},"Referential Authority Network Building:",{"type":34,"value":2391}," 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":2393,"children":2394},{},[2395,2397,2402],{"type":34,"value":2396},"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":1035,"props":2398,"children":2399},{},[2400],{"type":34,"value":2401},"Share of Model (SOM)",{"type":34,"value":2403}," metrics upward and securing your place in the native text.",{"type":28,"tag":29,"props":2405,"children":2407},{"id":2406},"shifting-from-vanity-clicks-to-share-of-model-som",[2408],{"type":34,"value":2409},"Shifting from Vanity Clicks to Share of Model (SOM)",{"type":28,"tag":37,"props":2411,"children":2412},{},[2413],{"type":34,"value":2414},"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":2416,"children":2417},{},[2418],{"type":34,"value":2419},"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":2421,"children":2422},{},[2423],{"type":34,"value":2424},"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":2426,"children":2427},{},[2428],{"type":28,"tag":1488,"props":2429,"children":2431},{"alt":7,"src":2430},"https://assets.mkgmarketinginc.com/a1c2b2c7-80fb-4fd6-9bfd-563ec134694d-mkg-blog-stop-chasing-citations-image-3.png",[],{"type":28,"tag":29,"props":2433,"children":2435},{"id":2434},"operationalizing-svo-inside-stretched-teams",[2436],{"type":34,"value":2437},"Operationalizing SVO inside Stretched Teams",{"type":28,"tag":37,"props":2439,"children":2440},{},[2441],{"type":34,"value":2442},"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":2444,"children":2445},{},[2446,2448,2454],{"type":34,"value":2447},"Maintaining an unfragmented, board-ready ",{"type":28,"tag":1043,"props":2449,"children":2451},{"href":2239,"rel":2450},[1047],[2452],{"type":34,"value":2453},"SVO architecture",{"type":34,"value":2455}," requires establishing three non-negotiable operational habits:",{"type":28,"tag":1027,"props":2457,"children":2458},{},[2459,2469,2479],{"type":28,"tag":1031,"props":2460,"children":2461},{},[2462,2467],{"type":28,"tag":1035,"props":2463,"children":2464},{},[2465],{"type":34,"value":2466},"Automated SOM Monitoring:",{"type":34,"value":2468}," 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":1031,"props":2470,"children":2471},{},[2472,2477],{"type":28,"tag":1035,"props":2473,"children":2474},{},[2475],{"type":34,"value":2476},"Data Schema Governance:",{"type":34,"value":2478}," 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":1031,"props":2480,"children":2481},{},[2482,2487],{"type":28,"tag":1035,"props":2483,"children":2484},{},[2485],{"type":34,"value":2486},"Community Syndication cadence:",{"type":34,"value":2488}," 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":2490,"children":2491},{},[2492],{"type":34,"value":2493},"When these technical workflows are executed on an unfragmented, fixed schedule, you eliminate the need for surface-level, high-volume content campaigns. You transform your department from a creative production mill into a high-efficiency data operations team, building a permanent competitive moat around your pipeline.",{"type":28,"tag":29,"props":2495,"children":2497},{"id":2496},"leading-the-svo-transformation",[2498],{"type":34,"value":2499},"Leading the SVO Transformation",{"type":28,"tag":37,"props":2501,"children":2502},{},[2503],{"type":34,"value":2504},"The ongoing transition from traditional search directories to synthesized conversational answers is a structural crisis for marketing departments that cling to obsolete multi-channel tracking manuals. However, for growth leaders who prioritize technical transparency, operational data discipline, and structural authority, it represents an unparalleled customer acquisition opportunity. It strips away the advantage from organizations that rely on content inflation and directly rewards companies that build clean, verifiable, and highly structured information networks.",{"type":28,"tag":37,"props":2506,"children":2507},{},[2508,2510,2515],{"type":34,"value":2509},"We specialize in designing, engineering, and launching the advanced data layers and go-to-market dashboards that insulate technology brands from tracking gaps and traffic loss. By replacing fragmented, defensive ",{"type":28,"tag":1043,"props":2511,"children":2513},{"href":1505,"rel":2512},[1047],[2514],{"type":34,"value":1509},{"type":34,"value":2516}," habits with a unified, closed-loop visibility architecture, we ensure your organization’s true technical capabilities are clear, authoritative, and completely undeniable across the modern discovery landscape.",{"type":28,"tag":37,"props":2518,"children":2519},{},[2520],{"type":34,"value":2521},"Do not spend another sixty-hour week chasing invisible footnotes that fail to drive pipeline results. Restructure your executive tracking tools, implement a rigorous Mention Engineering framework, and build an SVO engine that proves its undeniable revenue value on every single boardroom slide.",{"type":28,"tag":29,"props":2523,"children":2524},{"id":1763},[2525],{"type":34,"value":1766},{"type":28,"tag":37,"props":2527,"children":2528},{},[2529],{"type":34,"value":2530},"As B2B software buying shifts toward conversational interfaces, legacy click-centric search tactics are driving significant pipeline shortfalls. Marketing teams are pouring resources into backlink acquisition just to win marginal, rarely clicked citation footnotes at the bottom of AI-generated summaries. At the same time, those same engines explicitly name and recommend competitors in the core narrative itself.",{"type":28,"tag":37,"props":2532,"children":2533},{},[2534,2536,2541],{"type":34,"value":2535},"To counter this, growth organizations must evolve from traditional SEO toward ",{"type":28,"tag":1043,"props":2537,"children":2539},{"href":2239,"rel":2538},[1047],[2540],{"type":34,"value":2243},{"type":34,"value":2542}," and Mention Engineering. By influencing an engine’s Parametric Memory Seeding and maximizing Entity Co-occurrence across high-authority developer ecosystems, structured indices, and trusted review networks, companies can intentionally grow their Share of Model (SOM)—shifting their SaaS product from a forgotten footnote to a default enterprise recommendation.",{"title":7,"searchDepth":999,"depth":999,"links":2544},[2545,2546,2547,2548,2549,2550,2551],{"id":2255,"depth":999,"text":2258},{"id":2290,"depth":999,"text":2293},{"id":2330,"depth":999,"text":2333},{"id":2406,"depth":999,"text":2409},{"id":2434,"depth":999,"text":2437},{"id":2496,"depth":999,"text":2499},{"id":1763,"depth":999,"text":1766},"content:blog:seo:stop-chasing-citations-why-native-llm-mentions-are-the-new-baseline-for-b2b-tech-visibility.md","blog/seo/stop-chasing-citations-why-native-llm-mentions-are-the-new-baseline-for-b2b-tech-visibility.md","blog/seo/stop-chasing-citations-why-native-llm-mentions-are-the-new-baseline-for-b2b-tech-visibility",{"_path":2556,"_dir":1012,"_draft":6,"_partial":6,"_locale":7,"title":2557,"description":2558,"date":2559,"imgAlt":2560,"img":2561,"body":2562,"_type":1003,"_id":2895,"_source":1005,"_file":2896,"_stem":2897,"_extension":1008,"category":1012,"minutes":1793},"/blog/seo/the-board-ready-svo-dashboard-how-to-report-pipeline-when-traffic-disappears","The Board-Ready SVO Dashboard - How to Report Pipeline When Traffic Disappears","When top-of-funnel web traffic drops, legacy marketing reports make you look like you are failing. Here is how to present high-converting SVO pipeline data that wins over the board.","2026-06-17T17:31:07.350Z","SVO","https://assets.mkgmarketinginc.com/18b8f0c2-c43f-4536-a5c7-ac65d154018a-mkg-blog-the-board-ready-svo-dashboard-hero-image.webp",{"type":25,"children":2563,"toc":2886},[2564,2569,2574,2579,2584,2592,2598,2603,2608,2613,2618,2624,2629,2641,2674,2679,2687,2693,2698,2715,2720,2725,2731,2736,2751,2756,2779,2784,2792,2798,2803,2808,2841,2846,2852,2857,2862,2877,2881],{"type":28,"tag":37,"props":2565,"children":2566},{},[2567],{"type":34,"value":2568},"As the lone marketing leader in a growing organization, preparing monthly updates for executive leadership can quickly start to feel like a defensive drill. You open your standard analytics dashboard to build the performance report, and the headline charts look alarming. Total organic website sessions have declined sharply over the past two quarters. Click-through rates on your core keyword targets have stalled. To a CEO or board that’s used to gauging marketing health by steadily rising traffic graphs, this data signals an unmistakable operational breakdown. The immediate assumption is that your acquisition engine is stalling and your marketing budget is being squandered.",{"type":28,"tag":37,"props":2570,"children":2571},{},[2572],{"type":34,"value":2573},"But when you move beyond surface-level web traffic and examine the actual sales pipeline in your CRM, a very different picture emerges. Sales-qualified opportunities are stable. The total value of your active pipeline is increasing, and customer acquisition timelines are actually accelerating. The core problem isn’t diminishing market demand or poor execution from your team. The real constraint is that your existing reporting models are completely blind to where high-intent pipeline is being created before prospects ever land on your website.",{"type":28,"tag":37,"props":2575,"children":2576},{},[2577],{"type":34,"value":2578},"Traditional marketing dashboards are built on a simple, linear multi-channel attribution story: a prospect clicks an organic listing, browses your blog, and submits a form. Today, that critical mid-funnel research phase has shifted almost entirely into conversational search environments.",{"type":28,"tag":37,"props":2580,"children":2581},{},[2582],{"type":34,"value":2583},"High-value enterprise buyers are now getting direct vendor comparisons, validating integration requirements, and checking compliance criteria long before they visit a URL or show up in your SEO tools. If you continue trying to justify marketing’s impact with legacy traffic volume, session length, and top-of-funnel MQL counts, you will keep appearing to lose momentum, even as your true revenue influence grows. To withstand serious boardroom scrutiny, you must let go of vanity traffic metrics and adopt an executive reporting framework built squarely around SVO ROI.",{"type":28,"tag":37,"props":2585,"children":2586},{},[2587],{"type":28,"tag":1488,"props":2588,"children":2591},{"alt":2589,"src":2590},"Pipeline report","https://assets.mkgmarketinginc.com/b0f0d46f-904b-4a50-8853-f82738aeda04-mkg-blog-the-board-ready-svo-dashboard-image-1.png",[],{"type":28,"tag":29,"props":2593,"children":2595},{"id":2594},"the-blind-spots-of-legacy-attribution",[2596],{"type":34,"value":2597},"The Blind Spots of Legacy Attribution",{"type":28,"tag":37,"props":2599,"children":2600},{},[2601],{"type":34,"value":2602},"To defend your marketing budget and protect your strategy from premature executive meddling, you first need to understand why legacy tracking tools fail to reflect the real high-value buyer journey. Traditional multi-channel attribution models are built on the idea that your corporate website is the primary hub for education and intent capture. As software purchasing moves away from simple click-through behavior, this assumption creates enormous data blind spots.",{"type":28,"tag":37,"props":2604,"children":2605},{},[2606],{"type":34,"value":2607},"This measurement failure is at the heart of the Attribution 3.0 crisis. When an enterprise procurement leader turns to a conversational engine to compare your product’s deployment speed and API integrations with a competitor, the system pulls from thousands of distributed data sources to produce a single, authoritative recommendation. The buyer reads the synthesized insight, concludes that your brand is the best fit, and then goes straight to your site to book a demo.",{"type":28,"tag":37,"props":2609,"children":2610},{},[2611],{"type":34,"value":2612},"By the time that lead appears in your CRM, legacy analytics tools label it as a direct visit or branded search. The pivotal mid-funnel research stage, the moment your technical optimization actually won the buyer’s attention, is completely invisible in your standard reporting.",{"type":28,"tag":37,"props":2614,"children":2615},{},[2616],{"type":34,"value":2617},"If your executive updates continue to lean on top-of-funnel click volume, you are effectively punishing your marketing strategy for generating efficient, zero-click conversions. To reset this story in the boardroom, you must move beyond counting casual web sessions and start measuring Referential Authority. You need to demonstrate to leadership that marketing’s true value lies not in attracting passive visitors but in embedding your platform within the precise data ecosystems where buying decisions are made.",{"type":28,"tag":29,"props":2619,"children":2621},{"id":2620},"building-the-board-ready-svo-metric-suite",[2622],{"type":34,"value":2623},"Building the Board-Ready SVO Metric Suite",{"type":28,"tag":37,"props":2625,"children":2626},{},[2627],{"type":34,"value":2628},"Replacing defensive, traffic-focused explanations with an objective growth framework requires a complete re-engineering of your executive dashboard. A board of directors does not care about individual keyword movements, impressions, or fluctuating organic search charts. They require clear, financial-grade evidence showing that your digital distribution strategy is systematically capturing market share and feeding the revenue engine.",{"type":28,"tag":37,"props":2630,"children":2631},{},[2632,2634,2639],{"type":34,"value":2633},"As explicitly illustrated in your active pipeline analytics, looking at revenue value relative to acquisition cost completely re-frames the value of your marketing channels. A sophisticated, ",{"type":28,"tag":1035,"props":2635,"children":2636},{},[2637],{"type":34,"value":2638},"Board-Ready Metrics",{"type":34,"value":2640}," suite shifts the focus from traffic volumes to actual funnel efficiency by isolating three primary pillars:",{"type":28,"tag":1027,"props":2642,"children":2643},{},[2644,2654,2664],{"type":28,"tag":1031,"props":2645,"children":2646},{},[2647,2652],{"type":28,"tag":1035,"props":2648,"children":2649},{},[2650],{"type":34,"value":2651},"AI Share of Voice:",{"type":34,"value":2653}," This metric tracks your brand's presence across specific procurement prompts relative to your primary competitors. By systematically auditing target commercial queries across major language models, you calculate the exact percentage of time your platform is recommended as a preferred solution.",{"type":28,"tag":1031,"props":2655,"children":2656},{},[2657,2662],{"type":28,"tag":1035,"props":2658,"children":2659},{},[2660],{"type":34,"value":2661},"Verified Citation Frequencies:",{"type":34,"value":2663}," Instead of tracking superficial impressions, you document the exact number of times a conversational interface explicitly links to your domain or your authoritative third-party profiles to validate its recommendation. This provides absolute proof that your content infrastructure is acting as a trusted source of truth.",{"type":28,"tag":1031,"props":2665,"children":2666},{},[2667,2672],{"type":28,"tag":1035,"props":2668,"children":2669},{},[2670],{"type":34,"value":2671},"MQL to SQL Conversion Velocity:",{"type":34,"value":2673}," Rather than celebrating a high volume of cheap, top-of-funnel clicks, this metric shows that your conversational optimization is driving pre-educated buyers who convert at a significantly higher rate through the sales pipeline.",{"type":28,"tag":37,"props":2675,"children":2676},{},[2677],{"type":34,"value":2678},"By centering your dashboard on these pillars, you completely change the dynamic of your executive conversations. You stop talking about the web traffic you lost and start showing the high-value pipeline share you actively control.",{"type":28,"tag":37,"props":2680,"children":2681},{},[2682],{"type":28,"tag":1488,"props":2683,"children":2686},{"alt":2684,"src":2685},"reports","https://assets.mkgmarketinginc.com/96600b7e-0c88-4723-84a4-6302d54d9c81-mkg-blog-the-board-ready-svo-dashboard-image-2.png",[],{"type":28,"tag":29,"props":2688,"children":2690},{"id":2689},"analyzing-the-high-yield-channel-mix",[2691],{"type":34,"value":2692},"Analyzing the High-Yield Channel Mix",{"type":28,"tag":37,"props":2694,"children":2695},{},[2696],{"type":34,"value":2697},"A close examination of your performance data makes one thing unmistakably clear: the real business value lies elsewhere than traditional metrics suggest. Organic search may still deliver impressive traffic volume, but once you map each channel against pipeline value and cost per sales-qualified lead (SQL), the underlying structure comes into focus.",{"type":28,"tag":37,"props":2699,"children":2700},{},[2701,2703,2713],{"type":34,"value":2702},"Conventional ",{"type":28,"tag":1043,"props":2704,"children":2706},{"href":1505,"rel":2705},[1047],[2707],{"type":28,"tag":2708,"props":2709,"children":2710},"u",{},[2711],{"type":34,"value":2712},"organic SEO",{"type":34,"value":2714}," often appears efficient on a cost-per-lead basis, yet it typically produces an oversized pool of low-intent visitors that converts poorly into a true pipeline. In contrast, optimization designed for modern conversational interfaces generates a smaller, highly concentrated stream of pre-qualified buyer intent. Prospects arriving through these paths have already completed their comparison research before they ever encounter your forms.",{"type":28,"tag":37,"props":2716,"children":2717},{},[2718],{"type":34,"value":2719},"This behavioral shift is visible in your performance models. A traditional search visitor typically requires extensive nurturing through long, resource-intensive content sequences, whereas an SVO-driven lead advances from MQL to confirmed SQL at a significantly higher rate. In many enterprise environments, this conversion velocity surpasses traditional organic search by double-digit margins.",{"type":28,"tag":37,"props":2721,"children":2722},{},[2723],{"type":34,"value":2724},"When you share these metrics with the board, you can show that declining raw web traffic is actually a sign of optimization. You are intentionally filtering out low-value, non-converting visitors while increasing your share of high-intent, high-value buyers. This reframes a traffic drop from an apparent marketing failure into a deliberate, highly efficient pipeline strategy.",{"type":28,"tag":29,"props":2726,"children":2728},{"id":2727},"aligning-the-funnel-for-maximum-capital-efficiency",[2729],{"type":34,"value":2730},"Aligning the Funnel for Maximum Capital Efficiency",{"type":28,"tag":37,"props":2732,"children":2733},{},[2734],{"type":34,"value":2735},"The ultimate business validation of a fully optimized reporting architecture is a dramatic increase in mid-funnel conversion velocity and overall capital efficiency. When your digital footprint is designed specifically to feed modern answer engines, you eliminate a massive amount of friction from the standard buyer journey.",{"type":28,"tag":37,"props":2737,"children":2738},{},[2739,2741,2749],{"type":34,"value":2740},"As clearly demonstrated in recent performance datasets, including ",{"type":28,"tag":1043,"props":2742,"children":2744},{"href":2276,"rel":2743},[1047],[2745],{"type":28,"tag":2708,"props":2746,"children":2747},{},[2748],{"type":34,"value":2280},{"type":34,"value":2750},", 51% of B2B software buyers now actively bypass traditional search engine queries in favor of direct, conversational interfaces when evaluating options.",{"type":28,"tag":37,"props":2752,"children":2753},{},[2754],{"type":34,"value":2755},"Consider the operational divergence between two distinct corporate marketing frameworks:",{"type":28,"tag":1027,"props":2757,"children":2758},{},[2759,2769],{"type":28,"tag":1031,"props":2760,"children":2761},{},[2762,2767],{"type":28,"tag":1035,"props":2763,"children":2764},{},[2765],{"type":34,"value":2766},"The Traffic-Dependent Funnel:",{"type":34,"value":2768}," An organization spends heavily to maintain high-volume web traffic, driving users to gated content hubs and complex multi-page blogs. As user behavior shifts toward conversational search, click volume plummets, stalling lead metrics and forcing the marketing team to continually request more ad budget to sustain the pipeline.",{"type":28,"tag":1031,"props":2770,"children":2771},{},[2772,2777],{"type":28,"tag":1035,"props":2773,"children":2774},{},[2775],{"type":34,"value":2776},"The Citation-Optimized Funnel:",{"type":34,"value":2778}," An organization focuses entirely on structuring its data for machine ingestion, deploying clean schema layers, ungated technical specifications, and consistent feature registries across the web. The brand is systematically surfaced at the top of every conversational procurement summary, routing highly educated, pre-validated buyers directly into the sales cycle.",{"type":28,"tag":37,"props":2780,"children":2781},{},[2782],{"type":34,"value":2783},"This clear operational contrast explains why modern marketing maturity is no longer defined by how many visitors you drive to your website. 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She chose to come back to the agency world when she learned about MKG and our People First values.",{"type":28,"tag":37,"props":3835,"children":3836},{},[3837],{"type":34,"value":3838},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",{"type":28,"tag":37,"props":3840,"children":3841},{},[3842],{"type":34,"value":3843},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",{"type":28,"tag":1103,"props":3845,"children":3847},{"id":3846},"fun-facts",[3848],{"type":34,"value":3849},"Fun facts",{"type":28,"tag":1027,"props":3851,"children":3852},{},[3853,3858,3863],{"type":28,"tag":1031,"props":3854,"children":3855},{},[3856],{"type":34,"value":3857},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":28,"tag":1031,"props":3859,"children":3860},{},[3861],{"type":34,"value":3862},"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":1031,"props":3864,"children":3865},{},[3866],{"type":34,"value":3867},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":999,"depth":999,"links":3869},[3870],{"id":3846,"depth":1370,"text":3849},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3875,"_dir":3808,"_draft":6,"_partial":6,"_locale":7,"title":3876,"description":3877,"name":3876,"ref":3878,"jobTitle":3879,"team":3879,"images":3880,"linkedIn":3882,"quoteCite":3819,"sequence":3883,"body":3884,"_type":1003,"_id":3945,"_source":1005,"_file":3946,"_stem":3947,"_extension":1008,"category":3808,"minutes":3948},"/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":3881},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":25,"children":3885,"toc":3943},[3886,3894,3899,3907,3912,3920,3925,3933,3938],{"type":28,"tag":37,"props":3887,"children":3888},{},[3889],{"type":28,"tag":1035,"props":3890,"children":3891},{},[3892],{"type":34,"value":3893},"How I Got Into Digital Advertising",{"type":28,"tag":37,"props":3895,"children":3896},{},[3897],{"type":34,"value":3898},"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":3900,"children":3901},{},[3902],{"type":28,"tag":1035,"props":3903,"children":3904},{},[3905],{"type":34,"value":3906},"What I Love About Paid Search",{"type":28,"tag":37,"props":3908,"children":3909},{},[3910],{"type":34,"value":3911},"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":3913,"children":3914},{},[3915],{"type":28,"tag":1035,"props":3916,"children":3917},{},[3918],{"type":34,"value":3919},"Why I Chose MKG Marketing",{"type":28,"tag":37,"props":3921,"children":3922},{},[3923],{"type":34,"value":3924},"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":3926,"children":3927},{},[3928],{"type":28,"tag":1035,"props":3929,"children":3930},{},[3931],{"type":34,"value":3932},"Fun Facts About Me",{"type":28,"tag":37,"props":3934,"children":3935},{},[3936],{"type":34,"value":3937},"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":3939,"children":3940},{},[3941],{"type":34,"value":3942},"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":999,"depth":999,"links":3944},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3950,"_dir":3808,"_draft":6,"_partial":6,"_locale":7,"title":3951,"description":3952,"name":3951,"jobTitle":3953,"team":3954,"images":3955,"ref":3957,"linkedIn":3958,"sequence":3959,"body":3960,"_type":1003,"_id":4008,"_source":1005,"_file":4009,"_stem":4010,"_extension":1008,"category":3808,"minutes":999},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3956},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":25,"children":3961,"toc":4005},[3962,3968,3973,3978,3983,3987],{"type":28,"tag":37,"props":3963,"children":3965},{"className":3964},[3825],[3966],{"type":34,"value":3967},"\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":3969,"children":3970},{},[3971],{"type":34,"value":3972},"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":3974,"children":3975},{},[3976],{"type":34,"value":3977},"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":3979,"children":3980},{},[3981],{"type":34,"value":3982},"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":1103,"props":3984,"children":3985},{"id":3846},[3986],{"type":34,"value":3849},{"type":28,"tag":1027,"props":3988,"children":3989},{},[3990,3995,4000],{"type":28,"tag":1031,"props":3991,"children":3992},{},[3993],{"type":34,"value":3994},"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":1031,"props":3996,"children":3997},{},[3998],{"type":34,"value":3999},"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":1031,"props":4001,"children":4002},{},[4003],{"type":34,"value":4004},"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":999,"depth":999,"links":4006},[4007],{"id":3846,"depth":1370,"text":3849},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":4012,"_dir":3808,"_draft":6,"_partial":6,"_locale":7,"title":4013,"description":4014,"name":4013,"ref":4015,"jobTitle":4016,"team":4017,"images":4018,"linkedIn":4020,"quote":4021,"quoteCite":4022,"sequence":4023,"body":4024,"_type":1003,"_id":4071,"_source":1005,"_file":4072,"_stem":4073,"_extension":1008,"category":3808,"minutes":999},"/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":4019},"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":4025,"toc":4069},[4026,4031,4036,4041,4046,4051],{"type":28,"tag":37,"props":4027,"children":4028},{},[4029],{"type":34,"value":4030},"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":4032,"children":4033},{},[4034],{"type":34,"value":4035},"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":4037,"children":4038},{},[4039],{"type":34,"value":4040},"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":4042,"children":4043},{},[4044],{"type":34,"value":4045},"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":4047,"children":4048},{},[4049],{"type":34,"value":4050},"Fun Facts:",{"type":28,"tag":1027,"props":4052,"children":4053},{},[4054,4059,4064],{"type":28,"tag":1031,"props":4055,"children":4056},{},[4057],{"type":34,"value":4058},"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":1031,"props":4060,"children":4061},{},[4062],{"type":34,"value":4063},"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":1031,"props":4065,"children":4066},{},[4067],{"type":34,"value":4068},"I love a really good French Martini.",{"title":7,"searchDepth":999,"depth":999,"links":4070},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":4075,"_dir":3808,"_draft":6,"_partial":6,"_locale":7,"title":4076,"description":4077,"name":4078,"jobTitle":4079,"images":4080,"ref":4082,"sequence":4083,"imageDescription":4084,"body":4085,"_type":1003,"_id":4137,"_source":1005,"_file":4138,"_stem":4139,"_extension":1008,"category":3808,"minutes":999},"/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":4081},"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":4086,"toc":4134},[4087,4093,4098,4107,4112,4116],{"type":28,"tag":37,"props":4088,"children":4090},{"className":4089},[3825],[4091],{"type":34,"value":4092},"\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":4094,"children":4095},{},[4096],{"type":34,"value":4097},"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":4099,"props":4100,"children":4101},"blockquote",{},[4102],{"type":28,"tag":37,"props":4103,"children":4104},{},[4105],{"type":34,"value":4106},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":28,"tag":37,"props":4108,"children":4109},{},[4110],{"type":34,"value":4111},"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":1103,"props":4113,"children":4114},{"id":3846},[4115],{"type":34,"value":3849},{"type":28,"tag":1027,"props":4117,"children":4118},{},[4119,4124,4129],{"type":28,"tag":1031,"props":4120,"children":4121},{},[4122],{"type":34,"value":4123},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":28,"tag":1031,"props":4125,"children":4126},{},[4127],{"type":34,"value":4128},"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":1031,"props":4130,"children":4131},{},[4132],{"type":34,"value":4133},"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":999,"depth":999,"links":4135},[4136],{"id":3846,"depth":1370,"text":3849},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4141,"_dir":3808,"_draft":6,"_partial":6,"_locale":7,"title":22,"description":4142,"ref":4143,"name":22,"team":3813,"quote":4144,"images":4145,"twitter":4147,"isLeader":3817,"jobTitle":4148,"linkedIn":4147,"sequence":3948,"quoteCite":4149,"imageDescription":4150,"body":4151,"_type":1003,"_id":4199,"_source":1005,"_file":4200,"_stem":4201,"_extension":1008,"category":3808,"minutes":3948},"/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":4146},"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":4152,"toc":4196},[4153,4159,4171,4184,4188],{"type":28,"tag":37,"props":4154,"children":4156},{"className":4155},[3825],[4157],{"type":34,"value":4158},"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":4160,"children":4161},{},[4162,4164,4169],{"type":34,"value":4163},"She also hosts our podcast, ",{"type":28,"tag":1043,"props":4165,"children":4167},{"href":4166},"/podcasts/marketing-leaders/",[4168],{"type":34,"value":16},{"type":34,"value":4170},", which brings eight digital marketing experts to your ears every quarter.",{"type":28,"tag":37,"props":4172,"children":4173},{},[4174,4176,4182],{"type":34,"value":4175},"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":1043,"props":4177,"children":4179},{"href":4178},"/about/jobs/",[4180],{"type":34,"value":4181},"Jobs page",{"type":34,"value":4183}," and see if we have a position right for you!",{"type":28,"tag":1103,"props":4185,"children":4186},{"id":3846},[4187],{"type":34,"value":3849},{"type":28,"tag":1027,"props":4189,"children":4190},{},[4191],{"type":28,"tag":1031,"props":4192,"children":4193},{},[4194],{"type":34,"value":4195},"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":999,"depth":999,"links":4197},[4198],{"id":3846,"depth":1370,"text":3849},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4203,"_dir":3808,"_draft":6,"_partial":6,"_locale":7,"title":4204,"description":4205,"name":4204,"ref":4206,"jobTitle":4207,"team":3879,"images":4208,"linkedIn":4210,"sequence":4211,"body":4212,"_type":1003,"_id":4263,"_source":1005,"_file":4264,"_stem":4265,"_extension":1008,"category":3808,"minutes":999},"/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":4209},"leigh-snyder.webp","leighasnyder",50,{"type":25,"children":4213,"toc":4260},[4214,4220,4225,4230,4235,4240,4245,4250,4255],{"type":28,"tag":37,"props":4215,"children":4217},{"className":4216},[3825],[4218],{"type":34,"value":4219},"\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":4221,"children":4222},{},[4223],{"type":34,"value":4224},"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":4226,"children":4227},{},[4228],{"type":34,"value":4229},"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":4231,"children":4232},{},[4233],{"type":34,"value":4234},"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":4236,"children":4237},{},[4238],{"type":34,"value":4239},"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":4241,"children":4242},{},[4243],{"type":34,"value":4244},"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":4246,"children":4247},{},[4248],{"type":34,"value":4249},"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":1103,"props":4251,"children":4252},{"id":3846},[4253],{"type":34,"value":4254},"Fun Facts",{"type":28,"tag":37,"props":4256,"children":4257},{},[4258],{"type":34,"value":4259},"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":999,"depth":999,"links":4261},[4262],{"id":3846,"depth":1370,"text":4254},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4267,"_dir":4268,"_draft":6,"_partial":6,"_locale":7,"title":4269,"description":4270,"name":4269,"imageDescription":4271,"ref":4272,"jobTitle":4273,"images":4274,"linkedIn":4272,"quote":4276,"quoteCite":4269,"sequence":4277,"body":4278,"_type":1003,"_id":4352,"_source":1005,"_file":4353,"_stem":4354,"_extension":1008,"category":4268,"minutes":3948},"/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":4275},"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":4279,"toc":4349},[4280,4293,4298,4310,4316],{"type":28,"tag":37,"props":4281,"children":4283},{"className":4282},[3825],[4284,4286,4291],{"type":34,"value":4285},"\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":1035,"props":4287,"children":4288},{},[4289],{"type":34,"value":4290},"Swell Marketing Advisors",{"type":34,"value":4292}," 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":4294,"children":4295},{},[4296],{"type":34,"value":4297},"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":4299,"children":4300},{},[4301,4303,4308],{"type":34,"value":4302},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":28,"tag":1035,"props":4304,"children":4305},{},[4306],{"type":34,"value":4307},"Marketing Leadership + Activation",{"type":34,"value":4309}," clients. 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As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",{"type":28,"tag":1103,"props":4426,"children":4427},{"id":3846},[4428],{"type":34,"value":3849},{"type":28,"tag":1027,"props":4430,"children":4431},{},[4432],{"type":28,"tag":1031,"props":4433,"children":4434},{},[4435],{"type":34,"value":4195},{"title":7,"searchDepth":999,"depth":999,"links":4437},[4438],{"id":3846,"depth":1370,"text":3849},"content:team:marketing-leadership:kerry-guard.md","team/marketing-leadership/kerry-guard.md","team/marketing-leadership/kerry-guard",{"_path":4443,"_dir":4268,"_draft":6,"_partial":6,"_locale":7,"title":4444,"description":4445,"name":4446,"imageDescription":4447,"ref":4448,"jobTitle":4449,"images":4450,"linkedIn":4448,"quote":4452,"quoteCite":4446,"sequence":4453,"body":4454,"_type":1003,"_id":4537,"_source":1005,"_file":4538,"_stem":4539,"_extension":1008,"category":4268,"minutes":3948},"/team/marketing-leadership/laura-mcaliley","Laura Mcaliley","Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. 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