[{"data":1,"prerenderedAt":4662},["ShallowReactive",2],{"podcast-marketing-leaders-jane-serra-on-why-marketing-should-own-pipeline-not-just-leads":3,"header-articles":1055,"updatesSection-all":2819,"updatesSection-all-team":3674},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"series":16,"guest":17,"guesturl":18,"seotitle":8,"guestimg":19,"iframe":20,"guestabout":21,"body":22,"_type":1049,"_id":1050,"_source":1051,"_file":1052,"_stem":1053,"_extension":1054,"category":5},"/podcasts/marketing-leaders/jane-serra-on-why-marketing-should-own-pipeline-not-just-leads","marketing-leaders",false,"","Jane Serra on Why Marketing Should Own Pipeline, Not Just Leads","In this episode, Jane Serra discusses why modern marketing teams need to move beyond vanity metrics and take ownership of pipeline from the very first qualified hand-raiser. She shares her approach to redefining MQLs, investing in paid media, building first-party content, preparing for AI-powered search, and creating marketing programs that prioritize trust, relevance, and long-term revenue growth over short-term lead volume.","2026-07-02T18:08:58.011Z",{"length":12,"url":13},"56124111","https://share.transistor.fm/s/d097815d","224","49","Back on T-R-A-C-K","Jane Serra","https://www.linkedin.com/in/janeserra/","https://assets.mkgmarketinginc.com/6f2f03ba-068f-4137-bd6f-ad6cdf00c920-jane-serra.webp","https://share.transistor.fm/e/d097815d","Jane Serra is a growth marketing leader who helps B2B companies scale revenue through demand generation, strategic positioning, and customer-first marketing.",{"type":23,"children":24,"toc":1044},"root",[25,34,40,46,51,56,61,66,71,76,81,86,91,96,101,106,111,116,121,126,131,136,141,146,151,156,161,166,171,176,181,186,191,196,201,206,211,216,221,226,231,236,241,246,251,256,261,266,271,276,281,286,291,296,301,306,311,316,321,326,331,336,341,346,351,356,361,366,371,376,381,386,391,396,401,406,411,416,421,426,431,436,441,446,451,456,461,466,471,476,481,486,491,496,501,506,511,516,521,526,531,536,541,546,551,556,561,566,571,575,580,585,590,595,600,605,610,615,620,625,630,635,640,645,650,655,660,665,670,675,680,685,690,695,700,705,710,714,719,724,729,734,739,744,749,754,759,764,769,774,779,784,789,794,799,804,809,814,819,824,829,834,839,844,849,854,859,864,869,874,879,884,889,894,899,904,909,914,919,924,929,934,939,944,949,954,959,964,969,974,979,984,989,994,999,1004,1009,1014,1019,1024,1029,1034,1039],{"type":26,"tag":27,"props":28,"children":30},"element","h2",{"id":29},"overview",[31],{"type":32,"value":33},"text","Overview",{"type":26,"tag":35,"props":36,"children":37},"p",{},[38],{"type":32,"value":39},"Jane explains why today's highest-performing marketing teams are redefining success by focusing on pipeline quality instead of lead quantity. She explores how paid media, first-party content, AI search optimization, and stronger alignment with sales are helping marketers build trust with buyers earlier in their journey. Throughout the conversation, she emphasizes that sustainable growth comes from understanding your audience, creating genuine value, and measuring the metrics that truly matter.",{"type":26,"tag":27,"props":41,"children":43},{"id":42},"transcript",[44],{"type":32,"value":45},"Transcript:",{"type":26,"tag":35,"props":47,"children":48},{},[49],{"type":32,"value":50},"Kerry Guard  0:12  ",{"type":26,"tag":35,"props":52,"children":53},{},[54],{"type":32,"value":55},"And we're live. Welcome back to Back on Track. I'm Kerry Guard, and when I'm not hosting this, I run MKG Marketing, where we help B2B tech teams get found in search and AI answers, the Google results, and the ChatGPT Plus paid to fill the gaps. So I spend most of my days in the exact stuff we're about to get into. My guest today is someone a lot of you already know, Jane Sarah, with 17-plus years in B2B marketing across SaaS agencies and international outsourcing. She leads growth marketing at her company, and she's the creator and host of Women in B2B Marketing. So, she runs the mic as well as runs the strategy. Jane, I'm so glad we finally made this happen. Welcome to the show.",{"type":26,"tag":35,"props":57,"children":58},{},[59],{"type":32,"value":60},"Jane Serra  0:53  ",{"type":26,"tag":35,"props":62,"children":63},{},[64],{"type":32,"value":65},"Thank you so much. I'm so excited to chat with you on and off the mic. ",{"type":26,"tag":35,"props":67,"children":68},{},[69],{"type":32,"value":70},"Kerry Guard  0:58  ",{"type":26,"tag":35,"props":72,"children":73},{},[74],{"type":32,"value":75},"On and off. Yes, I love behind-the-scenes conversations, which we're going to get into. I know that the LinkedIn profile has a bit of what we will touch on, but actually, Jane and I had a really awesome conversation before this that we need to, we just need to unpack live for y'all. So, we're going to get into it. Before we do that, though, a little word association game. Fun fact: I looked at our YouTube today, and our shorts are the best-performing shorts, and it's these little games that I play at the beginning of the show that are actually the top performers.",{"type":26,"tag":35,"props":77,"children":78},{},[79],{"type":32,"value":80},"Jane Serra  1:34  ",{"type":26,"tag":35,"props":82,"children":83},{},[84],{"type":32,"value":85},"So I was like, people just want to have fun.",{"type":26,"tag":35,"props":87,"children":88},{},[89],{"type":32,"value":90},"Kerry Guard  1:36  ",{"type":26,"tag":35,"props":92,"children":93},{},[94],{"type":32,"value":95},"I know, and I haven't done it in a while, and I was like, well, guess who's bringing those back, so we're going to do a little word association, so you say the first thing that pops into your head, not overthinking it. Okay, okay, I'm just going to do a single word, and you're going to tell me what it means to you, not necessarily a definition, just what it means to you and the work that you do.",{"type":26,"tag":35,"props":97,"children":98},{},[99],{"type":32,"value":100},"Jane Serra  2:00  ",{"type":26,"tag":35,"props":102,"children":103},{},[104],{"type":32,"value":105},"Okay, okay, paid ads. Surprisingly, love again.",{"type":26,"tag":35,"props":107,"children":108},{},[109],{"type":32,"value":110},"Kerry Guard  2:07  ",{"type":26,"tag":35,"props":112,"children":113},{},[114],{"type":32,"value":115},"Yeah, AI slop.",{"type":26,"tag":35,"props":117,"children":118},{},[119],{"type":32,"value":120},"Jane Serra  2:10  ",{"type":26,"tag":35,"props":122,"children":123},{},[124],{"type":32,"value":125},"oh noise. And we will get into that later, too. Yeah, I just love AI. I'm actually pumped about a bunch of things we're building at Memory Blue with AI, but there are ways to use it that help you and help your audience, and there are ways to use it that feel manipulative to try to get an audience that doesn't really help anyone.",{"type":26,"tag":35,"props":127,"children":128},{},[129],{"type":32,"value":130},"Kerry Guard  2:30  ",{"type":26,"tag":35,"props":132,"children":133},{},[134],{"type":32,"value":135},"So, true. Stay tuned, folks. WordPress.",{"type":26,"tag":35,"props":137,"children":138},{},[139],{"type":32,"value":140},"Jane Serra  2:34  ",{"type":26,"tag":35,"props":142,"children":143},{},[144],{"type":32,"value":145},"And I still love WordPress. I think it has a lot of evolving to do, similar to Salesforce, right? Like we're all just in it and use it. I have not made the conversion over to Webflow yet, though I hear great things. It's just such a headache to switch platforms. So mixed is my response.",{"type":26,"tag":35,"props":147,"children":148},{},[149],{"type":32,"value":150},"Kerry Guard  2:56  ",{"type":26,"tag":35,"props":152,"children":153},{},[154],{"type":32,"value":155},"first-party data",{"type":26,"tag":35,"props":157,"children":158},{},[159],{"type":32,"value":160},"Jane Serra  3:00  ",{"type":26,"tag":35,"props":162,"children":163},{},[164],{"type":32,"value":165},"love, and I think there's a lot that can be used to focus on this. I think we'll talk a little about this too, but first party data and first-party, just general creating of things, and collecting and sharing results of things, all of that is what helps you stand out amongst the AI slop, and helps you, of course, collect data that helps you make decisions, so true attribution is a necessary evil. We can attribute everything, but we have to directionally show things, and then explain ourselves. So necessary evil that we will never really figure out in marketing.",{"type":26,"tag":35,"props":167,"children":168},{},[169],{"type":32,"value":170},"Kerry Guard  3:40  ",{"type":26,"tag":35,"props":172,"children":173},{},[174],{"type":32,"value":175},"Oh, except that LinkedIn.",{"type":26,"tag":35,"props":177,"children":178},{},[179],{"type":32,"value":180},"Jane Serra  3:41  ",{"type":26,"tag":35,"props":182,"children":183},{},[184],{"type":32,"value":185},"LinkedIn, I love LinkedIn. We were just talking about this before we turned on the mics, because I just posted about us hiring at Memory Blue, a few positions, but when you, as soon as you say you're hiring on LinkedIn, you get flooded with DMs and comments and stuff, which is, you know, great for reach, but not great for noise, similar to AI slop, where, like, I'm getting a ton of people coming in, but they're not actually fits for the role. So this is one thing that I'm not a fan of on LinkedIn.",{"type":26,"tag":35,"props":187,"children":188},{},[189],{"type":32,"value":190},"Kerry Guard  4:13  ",{"type":26,"tag":35,"props":192,"children":193},{},[194],{"type":32,"value":195},"Best practice.",{"type":26,"tag":35,"props":197,"children":198},{},[199],{"type":32,"value":200},"Jane Serra  4:15  ",{"type":26,"tag":35,"props":202,"children":203},{},[204],{"type":32,"value":205},"Best practice, overused term, but also really important, like when you're even like it's kind of the thing we hate creating as marketers for content, but you kind of have to, and when we search for things, you still kind of look it up if you're looking for a starting starting point, but I am a big fan of marketing owning pipeline, so the kind of a shift, a mindset shift of what pipeline is to me. Pipeline doesn't begin with opportunity. Pipeline begins with proper MQLs, not downloads, but actual hand raisers, and then everything passes there. And marketing should own the whole journey, of course, with sales. As it comes to the bottom.",{"type":26,"tag":35,"props":207,"children":208},{},[209],{"type":32,"value":210},"Kerry Guard  5:01  ",{"type":26,"tag":35,"props":212,"children":213},{},[214],{"type":32,"value":215},"They should merge and then mix exactly.",{"type":26,"tag":35,"props":217,"children":218},{},[219],{"type":32,"value":220},"Jane Serra  5:04  ",{"type":26,"tag":35,"props":222,"children":223},{},[224],{"type":32,"value":225},"Yeah, yes.",{"type":26,"tag":35,"props":227,"children":228},{},[229],{"type":32,"value":230},"Kerry Guard  5:06  ",{"type":26,"tag":35,"props":232,"children":233},{},[234],{"type":32,"value":235},"All right. Let's get to it, let's get into it, because we have a lot to get through, as you can see from that teaser.",{"type":26,"tag":35,"props":237,"children":238},{},[239],{"type":32,"value":240},"Jane Serra  5:14  ",{"type":26,"tag":35,"props":242,"children":243},{},[244],{"type":32,"value":245},"Yeah.",{"type":26,"tag":35,"props":247,"children":248},{},[249],{"type":32,"value":250},"Kerry Guard  5:16  ",{"type":26,"tag":35,"props":252,"children":253},{},[254],{"type":32,"value":255},"Let's talk about paid, because that was one of the first words you were launching pay for the first time ever, right? As everyone on LinkedIn was declaring paid dead, why did you zig when everybody else zagged?",{"type":26,"tag":35,"props":257,"children":258},{},[259],{"type":32,"value":260},"Jane Serra  5:30  ",{"type":26,"tag":35,"props":262,"children":263},{},[264],{"type":32,"value":265},"Oh, because that's exactly what we have to do to stay relevant. That's in general, but the reason I went and am now investing in paid media, particularly search and LinkedIn, because that's where audiences, so again, not a best practice here, because you need to look where your audience is, and that's where you should invest in paid and test the waters, but I'll say a few things, like one, I see it works when you have somebody running it who knows what they're doing, it cannot be like me. I am not an ads expert, I'm not a paid media expert, or any of these channels. I know enough, but knowing enough sometimes can hinder you even more, because you get it started, you launch it, you're like, why isn't anything happening? Oh, it's because you didn't put all of these filters on, you're not targeting your audience, you're not excluding these countries, you're not adding these negative keywords, like there's so many tiny little details that make the biggest impact on ROI, where you're just wasting money, you're throwing money away if you're doing it, versus if you bring somebody in who knows what they're doing, and we are working with, like, the king of paid media, I'm not even gonna say his name, but he's the best, if you want to DM me, but so he knows everything, and we're just learning a ton from him ourselves, and we instantly saw ROI. So, where I love to bring in paid media is when you're building all of your channels, so at Memory Blue Marketing is relatively new, only about a year or so, we've been marketing, even though it's - we've been around for 20 plus years, but marketing is new, so we're setting up a ton of new channels right now, and while we're setting that up, because it takes time, we could turn on ads a lot faster, and so that was able to close a gap to help us hit our pipeline targets while we're building all of these other channels, so big advocate when done right.",{"type":26,"tag":35,"props":267,"children":268},{},[269],{"type":32,"value":270},"Kerry Guard  7:25  ",{"type":26,"tag":35,"props":272,"children":273},{},[274],{"type":32,"value":275},"When done right. Let's talk about paid search for a minute, because that's shifting underneath us drastically. Are you seeing a change in terms of since you - I know you just launched not too long ago, but I mean, yeah, there's been - I feel like every month there's new data around: is this going to be a thing?",{"type":26,"tag":35,"props":277,"children":278},{},[279],{"type":32,"value":280},"Jane Serra  7:46  ",{"type":26,"tag":35,"props":282,"children":283},{},[284],{"type":32,"value":285},"Yeah, it's interesting. For now, it still is, and I wonder if we still have a lot of competition because we're in a competitive market, but I wonder if competition will start to dwindle because people are thinking this, and they might reallocate their budget, which hopefully they do, and then we take over. Yeah, but I think right now I need to.. I don't know how we would look into this, but I love to see more research on this versus my one singular example, but we're still seeing it thrive on our side. Yes, branded, and also for our key high-intent campaigns, so we're seeing it work really well. My hypothesis, without data backing this up, is that people kind of came full circle with Google, so searching things, everyone started going to Claude, ChatGPT, et cetera, but now the Google results are still so like they're good and they give you AI results and your answers now, not just the links that I think people are back to searching on Google and Claude and Chat GPT, but I think the habit of Google is so entrenched in us for decades, like a decade or so, that people kind of came back to it, so we're still seeing it perform really well. Caveat to that, we still very much have to invest in LLMs and AEO, and make sure that we're optimizing for search there. So, it's for us; I see it working. We'll see if it stops at one point. We keep an eye on it, but for now, it's still doing well for us, despite the, I mean, we do have less organic traffic, right? Like everyone's seeing the dip in organic traffic, and I think that's because answers are right there. So you want to make sure your answer shows up, and ads are another way to get your answer right below the AI answer that Google shares.",{"type":26,"tag":35,"props":287,"children":288},{},[289],{"type":32,"value":290},"Kerry Guard  9:37  ",{"type":26,"tag":35,"props":292,"children":293},{},[294],{"type":32,"value":295},"Yeah, it's true. We are seeing, depending on the client in the situation, but we are seeing that the cost per acquisition is definitely climbing slowly but surely as impression volumes start to shrink, so I do think, for you know, for one of my clients, so I'm a fractional CMO, but then my team on the MPG side runs the paid ads. Yes, and says are all of our SEO, AEO geo, and for one of our clients, we are seeing that while we've moved a bulk of the budget into performance facts by keeping on brand and just the very bottom of the funnel targeted keywords that are going to convert, right, people who are like, okay, I do need this thing. Let me go, let me go find the websites that will give it to me that we're seeing success on. So very much have I narrowed the field down to.",{"type":26,"tag":35,"props":297,"children":298},{},[299],{"type":32,"value":300},"Jane Serra  10:33  ",{"type":26,"tag":35,"props":302,"children":303},{},[304],{"type":32,"value":305},"yes.",{"type":26,"tag":35,"props":307,"children":308},{},[309],{"type":32,"value":310},"Kerry Guard  10:33  ",{"type":26,"tag":35,"props":312,"children":313},{},[314],{"type":32,"value":315},"More of the transactional keywords for search than those broader terms, which is where we're going to address.",{"type":26,"tag":35,"props":317,"children":318},{},[319],{"type":32,"value":320},"Jane Serra  10:41  ",{"type":26,"tag":35,"props":322,"children":323},{},[324],{"type":32,"value":325},"Address, yeah, we're seeing the same thing, because you're right, like a decade ago when I was running paid search, it was mostly- not mostly, but we had it mixed up from top of funnel, middle of funnel, bottom of funnel, right? We would do- let's get them to read this blog post and point them to this webinar recording. We don't do that anymore. I don't think the value is there, but high intent and brand are the go-tos. Brand, yes, competitor as well.",{"type":26,"tag":35,"props":327,"children":328},{},[329],{"type":32,"value":330},"Kerry Guard  11:08  ",{"type":26,"tag":35,"props":332,"children":333},{},[334],{"type":32,"value":335},"Competitors, interesting. Yeah, yeah, I have seen competitors do really well when you can, when you have some really good messaging of, like, why you, yeah.",{"type":26,"tag":35,"props":337,"children":338},{},[339],{"type":32,"value":340},"Jane Serra  11:21  ",{"type":26,"tag":35,"props":342,"children":343},{},[344],{"type":32,"value":345},"And to look into, so something that's great, because we noticed that a couple of our competitors were bidding on our firm and bidding on our actual brand name, which, fun fact, you're not technically allowed to do, there's trademarks, and you can argue and dispute this, but you know, Google's fun, and it takes a while to get that taken down, but something to keep in mind is you can argue that your competitors can't use your actual term in their ads, but you can also do the play dirty too, so it depends where you stand in the market, and I mean, I'm very much of the mindset of, okay, we want to have competitor campaigns, but we're not going to trash our competitors, so we just have fun with the ads there. Yeah, exactly, that's awesome. Yeah, I do love a good.. I think there's definitely going to be more competitors, so brand competitors, and then your transactional keywords are definitely still places to hang when it comes to paid search, couldn't agree more. I think you just answered my second question, but I'm going to ask it just in case we missed anything. You're four months in. What's actually happening, and what has surprised you from a paid perspective? Oh, I think from a paid perspective, so what I'm.. I was surprised that we were seeing so much traction right away. I knew that I wanted this to be a plug, but as soon as we turned this on, we started to see quality coming in, and being able to fine-tune it was just mind-blowing. Like, the power - this is why I'm such an advocate of bringing in an expert and somebody who knows these ins and outs and new things that are released and what not to do, because what he's been able to do for us, and the layers he's been able to add on, so that we're very targeted in our ads, has just been beautiful, because I've had bad experiences too, right, with where I've worked with with people, and it's been hard to bring in more than top of funnel, like really just bringing in a bunch of noise, but this is just bringing in really good quality again. When you know what you're doing, so pleasantly surprised.",{"type":26,"tag":35,"props":347,"children":348},{},[349],{"type":32,"value":350},"Kerry Guard  13:27  ",{"type":26,"tag":35,"props":352,"children":353},{},[354],{"type":32,"value":355},"Amazing, amazing. What do you say to the paid is dead crowd now that you've read?",{"type":26,"tag":35,"props":357,"children":358},{},[359],{"type":32,"value":360},"Jane Serra  13:35  ",{"type":26,"tag":35,"props":362,"children":363},{},[364],{"type":32,"value":365},"Okay, watch me eat my words in the future, but I feel like nothing is ever really dead, and everything depends on the world of marketing, right? Everything depends on who your audience is. It depends on how you're using it, and everything, in my opinion, comes down to, at the end of the day, are you providing value, are you helping people? Like super simple basic human connection, right? Like, are you helping people, and how are you getting in front of them? That's really, at the end of the day, what works. So, if you're using your paid media and you have someone who knows what they're doing to get in front of those right people, and you're helping them at the end of the day, the magic combination - nothing will ever be dead.",{"type":26,"tag":35,"props":367,"children":368},{},[369],{"type":32,"value":370},"Kerry Guard  14:18  ",{"type":26,"tag":35,"props":372,"children":373},{},[374],{"type":32,"value":375},"Sure. Where is your audience? What do they need? How do you show up for them? It, yeah, it feels.. it sounds so stupid simple, but this actually leads, leads into the next topic really beautifully. In terms of first-party content, you're interviewing your own target accounts and turning that into content.",{"type":26,"tag":35,"props":377,"children":378},{},[379],{"type":32,"value":380},"Jane Serra  14:41  ",{"type":26,"tag":35,"props":382,"children":383},{},[384],{"type":32,"value":385},"Yes, and when we first spoke about this, I think it was like pre-launch, like we hadn't even launched yet. Now it's like a couple of months out there. So we created a media arm of Memory Blue, and so far we have a media site, a publication that is called The Revenue Wire, and the whole goal is just like. My own champagne here, like I'm practicing what I'm preaching, is creating value, right? Like we're interviewing our target audience and all of their peers, so our clients, our partners, prospects, we're interviewing them and getting their thoughts on things, sort of like, like we're doing here, right? Like, where you talk to somebody and you get their actual insight, their stories, and you share that, and that is great for SEO, for AEO, for building connections with these people, and at the end of the day, providing value instead of AI slop, and just create an article that's all about xyz, that's just regurgitating what everybody already knows in your target audience, people want to hear from people they know, people they admire, people they want to know, and hear what they're saying, and what's actually working in various different facets, and covering the topics that are top of mind for them. So we're creating that content on our media site, and it's great for building content, sales enablement, ABX plays, and it's great for SEO. So, yeah, I'm so excited for this. We're actually going to launch a podcast, an extension of our media arm, which is also called The Revenue Wire, so we'll be launching that really soon too. ",{"type":26,"tag":35,"props":387,"children":388},{},[389],{"type":32,"value":390},"Kerry Guard  16:16  ",{"type":26,"tag":35,"props":392,"children":393},{},[394],{"type":32,"value":395},"That's awesome. How are you tying this to the brand? Because even I struggle with it. Right, as soon as I open up the show, the first thing I mention is MKG, and I try and, like, make sure people understand that Back on Track is tied to the brand, but I don't ever bring - I don't generally bring clients on, although I'm starting to consider it. So, how are you tying it back to the brand, so that you do show up in helping from an organic standpoint, and from like, and if you are doing it in a VM standpoint, like, it's got to talk about you as the brand, right, from your customer's perspective, but I feel like that's such a, that's such a hurdle to, like, really jump over, yeah, and yes, and get.",{"type":26,"tag":35,"props":397,"children":398},{},[399],{"type":32,"value":400},"Jane Serra  16:59  ",{"type":26,"tag":35,"props":402,"children":403},{},[404],{"type":32,"value":405},"Because I don't want to be salesy, right, yeah, it's a fine line, because you're at the end of the day, you want to, you want to sell your services, right, but you also don't want to feel pushy, and you want to help people, so the balance is real. I would say what we do with the revenue wire is, we, the revenue wire is its own thing, it's a separate domain, and it's its own site. It's hosted, and we have a team that helps us create this content, like real journalists who build this out and do the interviews. So, at the very bottom in the footer, we have Memory Blue linked, like hosted by Memory Blue, and then we have some links throughout that that post, where relevant, and where it makes sense, we'll link back, and during outreach, or when I'll introduce people to be interviewed, or if our editorial team reaches out, they'll say this is on behalf of Memory Blue, and we're doing more sharing on LinkedIn of the articles themselves, so there's a light balance here of okay, this is from memory, but we're not trying to pitch it, we're more so trying to establish this tie into it, but what's most important is that we're starting this connection with you and building this relationship, and then we can always work with our team internally to identify, okay, like this person talked about xyz, is there something we can help them with, and our sales team can can reach out from there too, so there's a loose tie, we have it to build content awareness, it's a big awareness play for members, yeah, exactly, and then where they're where it's relevant, we establish the relationship and build from there. So basically, the same as the big principle in marketing: they think of Memory Blue when and if they ever need our services.",{"type":26,"tag":35,"props":407,"children":408},{},[409],{"type":32,"value":410},"Kerry Guard  18:54  ",{"type":26,"tag":35,"props":412,"children":413},{},[414],{"type":32,"value":415},"That's the name of the game. Yes, you gotta build a brand, you know, first-party data is the unlock for AI answers. Why do you think people are struggling to get it? And how are you getting it?",{"type":26,"tag":35,"props":417,"children":418},{},[419],{"type":32,"value":420},"Jane Serra  19:09  ",{"type":26,"tag":35,"props":422,"children":423},{},[424],{"type":32,"value":425},"Yeah, so first party, it's interesting, like the content play here is one that we just discussed, and then first party data, because there's all of these terms that we come up with in marketing that are so funny, there's the zero party data, first party data, second party data, yeah, there's so much.",{"type":26,"tag":35,"props":427,"children":428},{},[429],{"type":32,"value":430},"Kerry Guard  19:30  ",{"type":26,"tag":35,"props":432,"children":433},{},[434],{"type":32,"value":435},"Oh, I've only heard first-party data, so I didn't even.",{"type":26,"tag":35,"props":437,"children":438},{},[439],{"type":32,"value":440},"Jane Serra  19:34  ",{"type":26,"tag":35,"props":442,"children":443},{},[444],{"type":32,"value":445},"I'll try to correct me if I'm wrong, audience here, because it's been a while since I talked about this, but zero party, if I remember correctly. Zero party data is when somebody actually submits to you, so they're submitting this is my information, entering a survey, filling out a form that goes to you, so they are giving it to you. You have their information, and then first-party data is what you are seeing on your website. So the activity that they take and what actions they take on their website- call me out if I have these two reversed- but the first part, so both super super valuable, right? You need to be able to see both, because you can get signals based on what pages somebody is on, if they're an existing client, a prospect, and you can see what company they're at, or now with tools like User Gems and Vector RB to B, you can sometimes see the person, so you gather that information where they are, and that's beautiful for marketing and for so helpful.",{"type":26,"tag":35,"props":447,"children":448},{},[449],{"type":32,"value":450},"Jane Serra  20:31  ",{"type":26,"tag":35,"props":452,"children":453},{},[454],{"type":32,"value":455},"But when for marketers, when you can gather survey data or insight, like what are their current challenges, or if they're signing up for a webinar and you ask one of the questions, what are you looking forward to most in this to learning in this session, or what is your question for the host, and you get that information, muse it to our ears, because we can then answer that live, make sure we address that, and then you have that for the future, like what you can in aggregate look at this and identify what content you should be creating, so when you can get anything directly from your audience, it's just beautiful for direction.",{"type":26,"tag":35,"props":457,"children":458},{},[459],{"type":32,"value":460},"Kerry Guard  21:08  ",{"type":26,"tag":35,"props":462,"children":463},{},[464],{"type":32,"value":465},"Yes, especially the qualitative data. I'm, I'm having this conversation with Fright and Center, especially now into your, to our attribution sort of point earlier of like the necessary evil that it is, of probably never going to fix it, but also still need to have it, kind of a conundrum, but I do believe that, and I had it with Ann Gotte, I had it with Scott Wasserman last week, that that field on any form, or even when even if sales can ask them, right, How did you find us, and let them like tell you their journey, right? Like that qualitative data, so that would be considered third-party data. ",{"type":26,"tag":35,"props":467,"children":468},{},[469],{"type":32,"value":470},"Jane Serra  21:50  ",{"type":26,"tag":35,"props":472,"children":473},{},[474],{"type":32,"value":475},"Then, well, if they're no, that would be first party, or sorry, that would be zero party, because they're.. If they're telling you to perform.",{"type":26,"tag":35,"props":477,"children":478},{},[479],{"type":32,"value":480},"Kerry Guard  21:58  ",{"type":26,"tag":35,"props":482,"children":483},{},[484],{"type":32,"value":485},"Sure.",{"type":26,"tag":35,"props":487,"children":488},{},[489],{"type":32,"value":490},"Jane Serra  21:59  ",{"type":26,"tag":35,"props":492,"children":493},{},[494],{"type":32,"value":495},"Yes.",{"type":26,"tag":35,"props":497,"children":498},{},[499],{"type":32,"value":500},"Kerry Guard  22:00  ",{"type":26,"tag":35,"props":502,"children":503},{},[504],{"type":32,"value":505},"okay.",{"type":26,"tag":35,"props":507,"children":508},{},[509],{"type":32,"value":510},"Jane Serra  22:00  ",{"type":26,"tag":35,"props":512,"children":513},{},[514],{"type":32,"value":515},"Through a form, but a whole other layer here with AI that I'm so excited about is being able to pull that information from sales conversations, because hopefully the sales team is asking that in the call. It's a great way to start a conversation, hear their path, or if they know somebody, or what sites they pay attention to, or influencers they listen to and respect, so gathering that, which I don't know if that would be first party or second party, because you're collecting it from a phone call, that one gets hairy, but that can fill in, because fill in a lot of gaps, because when you have that as a field, I personally don't have it as mandatory, I don't want to block people from submitting if they don't feel like sharing that, so we get probably 35% of people actually submitting. How did you hear about us? And it has to be an I will die on this hill, has to be an open text field, not a drop down, whereas a drop down, people will select the first thing nine out of 10 times, and it gives you zero data, and you'll miss out on things that are off of your drop down that you weren't even aware of, and you still won't be if there's a drop down, so open box, but still you get like 35% so if you're scraping phone calls and filling that in from there, you can get so much more data and information, so I, that's a huge way to use AI in a positive way, in my opinion.",{"type":26,"tag":35,"props":517,"children":518},{},[519],{"type":32,"value":520},"Kerry Guard  23:24  ",{"type":26,"tag":35,"props":522,"children":523},{},[524],{"type":32,"value":525},"Yeah, and goatee actually said that she people would literally write in their prompts, like, \"Oh, yeah, I went to ChatGPT, and here's looking for, like, oh, but, like, the information they give is so powerful that you would never get, you'd know that they came from ChatGPT, but, like, you don't know what they ask for, unless you try and corroborate across platforms, which don't get me started on that. ",{"type":26,"tag":35,"props":527,"children":528},{},[529],{"type":32,"value":530},"Jane Serra  23:48  ",{"type":26,"tag":35,"props":532,"children":533},{},[534],{"type":32,"value":535},"Yeah, still a minefield. Yeah, I love that, though. You're so right. Like, be especially if you market to marketers, we give so much information. Oh, well, I talked to this person about this, and then I looked at this prompt, and yeah, copy-paste, it's, it's awesome, it's great to market to marketers.",{"type":26,"tag":35,"props":537,"children":538},{},[539],{"type":32,"value":540},"Kerry Guard  24:05  ",{"type":26,"tag":35,"props":542,"children":543},{},[544],{"type":32,"value":545},"Oh, see, I, I wondered if it was going to be because we were primarily in B to B, more on the tech side with like security buyers and CTOs and developers, which is a whole different beast, and not necessarily an easy one, but I always thought that marketers would be the hardest to market to, because we just know too much.",{"type":26,"tag":35,"props":547,"children":548},{},[549],{"type":32,"value":550},"Jane Serra  24:26  ",{"type":26,"tag":35,"props":552,"children":553},{},[554],{"type":32,"value":555},"Yeah, but it sounds like it probably depends, right, on what kind of day they're having. But I feel like marketing to marketers, because we know we're like, \" Oh, let me help you, like this is where I found you, this is who you should be.",{"type":26,"tag":35,"props":557,"children":558},{},[559],{"type":32,"value":560},"Kerry Guard  24:40  ",{"type":26,"tag":35,"props":562,"children":563},{},[564],{"type":32,"value":565},"I love that. I'm gonna keep a more open mind towards that. That's amazing.",{"type":26,"tag":35,"props":567,"children":568},{},[569],{"type":32,"value":570},"Speaker 1  24:43  ",{"type":26,"tag":35,"props":572,"children":573},{},[574],{"type":32,"value":245},{"type":26,"tag":35,"props":576,"children":577},{},[578],{"type":32,"value":579},"Kerry Guard  24:44  ",{"type":26,"tag":35,"props":581,"children":582},{},[583],{"type":32,"value":584},"So you're building all this content; you have this wonderful media outlet. Are you doing any sort of research or understanding in terms of how that might be showing up in answer engines or LLMs, or is it still kind of early for that?",{"type":26,"tag":35,"props":586,"children":587},{},[588],{"type":32,"value":589},"Jane Serra  25:00  ",{"type":26,"tag":35,"props":591,"children":592},{},[593],{"type":32,"value":594},"Yeah, in between, we are seeing this is not fully connected yet, right? The team that we're working with for the editorial is going to be using one of these tools. I think they're actually building their own version of, like, an AI analysis, LLM, AEO analysis, and they're pulling that in, so they'll be able to track this much more granularly once that's live. I think this week, but on the not direct side, what we're seeing is since we launched this program, we are seeing an uptick month over month for the AEO that we're getting from the how did you hear about us field, we're seeing a lot more people just continuously say Claude or Gemini, Chat JPT, so that's been really great to see, but we don't have a specific tie. The only thing we're really doing, or the two main things we're doing for AEO, is this media arm and the G2 reviews, so that's what I'm attributing it to, the uptick, but I do need more analytics, so if anyone has ways to actually check, yes, Brittany.",{"type":26,"tag":35,"props":596,"children":597},{},[598],{"type":32,"value":599},"Kerry Guard  26:10  ",{"type":26,"tag":35,"props":601,"children":602},{},[603],{"type":32,"value":604},"I would, I would look at your branded terms as well to see if you're getting some uptick of more people searching for you, because you're also doing paid and paid contributions as well, so I wonder if you're just getting a little bit of more brand recognition, and if your branded terms are on the rise.",{"type":26,"tag":35,"props":606,"children":607},{},[608],{"type":32,"value":609},"Jane Serra  26:26  ",{"type":26,"tag":35,"props":611,"children":612},{},[613],{"type":32,"value":614},"Yeah, great call.",{"type":26,"tag":35,"props":616,"children":617},{},[618],{"type":32,"value":619},"Kerry Guard  26:29  ",{"type":26,"tag":35,"props":621,"children":622},{},[623],{"type":32,"value":624},"Check that out. So, you've got 20 years, you've got a 20-year-old site with a ton of inbound, and you want to rebuild it. How are you? How are you thinking about it?",{"type":26,"tag":35,"props":626,"children":627},{},[628],{"type":32,"value":629},"Jane Serra  26:43  ",{"type":26,"tag":35,"props":631,"children":632},{},[633],{"type":32,"value":634},"So, when we chose an agency, and if you go to Memoryblue.com, you'll see why we want to redo the site. It's just not.. It's not great. It doesn't look like we are very modern, very fun. Like, we have a great group of people who are passionate and really smart and care about our clients and each other, and that doesn't come across on the site. So, if you go to the site, it's okay. If you have any feedback, let me know before it's not mine. We're blowing it up. It's also a pain in the back end for us to change anything, so if we want to add a new page or change something on a page, we have to go through our agency right now to do that. We can't just go in and build, which is just a personal nightmare for me, because I'll want to build something, and usually I'd be able to build it the same day, and it'd be live. So we are blowing up the site. It is terrifying because, despite appearances, our website is our biggest pipeline driver. We have a ton, like everybody's coming in inbound and filling out our horrific form, so we're still getting a ton of traffic, a ton of conversions, most likely because we have built a brand. So again, those recommendations of word of mouth, people come to us, they trust us, they convert, despite the crazy long form and horrible site, but I'm terrified of that changing. So, when we chose an agency to redo our website, we made sure we got somebody who is focused on SEO and AEO through the process, so we're doing it very, very carefully, mapping everything, and how are we moving this over? We debated if we were going to go with Webflow and move off of WordPress, so there were a lot of questions, and we did it really strategically. So, hopefully everything goes out and goes well, because we're doing it so carefully. But yeah, talk to me in a month, because it'll, it'll go live at the end of July, so we'll see how this goes.",{"type":26,"tag":35,"props":636,"children":637},{},[638],{"type":32,"value":639},"Kerry Guard  28:44  ",{"type":26,"tag":35,"props":641,"children":642},{},[643],{"type":32,"value":644},"Most of the time, I'm finding a lot of people are hitting that sort of- I'm calling it WordPress. I don't know if it is WordPress that you're using, but it is sort of that WordPress wall where the plug, the plugins haven't been updated, or it's through an agency, and they don't have access, or so slow, or it's using like one of those WYSIWYG engines that isn't actually intuitive, and so there's just like a lot of, they're all hitting sort of this this wall of needing to do it, but it is really scary. I have to say, I on one of my own clients over a year and a half ago, I had the same problem, I was so scared to like rip off the band aid, because they were, they were doing okay until they worked, like I was like I hit that wall of I can't update the website anymore because it WordPress is so slow, and the agency I was using weren't, it's not that they weren't moving fast enough, it's just that they needed so much hand holding, and we were starting to, like, it was starting to not become intuitive, and I really needed to redo the architecture, and I didn't do it fast enough, and so everything went off a cliff in, like, February of last year, and then I basically, like, in a month, like, had I built a website, you know, I got, like, an MVP up, and. And like everything tanked and then but I rebuilt and now like it's doing as of August of last year so like I had a rough like, four or five months of like powering through to get those new pages up and to get the architecture settled in and then they had their best month ever we're getting absolutely strategic to that, so I feel scary. You will have a moment where everything will be okay, because you'll be able to move so much faster to get out in front of it, and it'll pay off.",{"type":26,"tag":35,"props":646,"children":647},{},[648],{"type":32,"value":649},"Jane Serra  30:33  ",{"type":26,"tag":35,"props":651,"children":652},{},[653],{"type":32,"value":654},"That, thank you. Thank you for the therapy session, because that I.. It's exactly.. you read my mind, like I'm expecting a dip, I understand it will happen, although I did once launch a site and we didn't have a dip, I don't know the miracle of what happened there, but it instantly started going up, but we had a, it was a really shitty situation to begin with, like the site was not performing well, so maybe only, yeah.",{"type":26,"tag":35,"props":656,"children":657},{},[658],{"type":32,"value":659},"Kerry Guard  31:01  ",{"type":26,"tag":35,"props":661,"children":662},{},[663],{"type":32,"value":664},"I was too.",{"type":26,"tag":35,"props":666,"children":667},{},[668],{"type":32,"value":669},"Jane Serra  31:02  ",{"type":26,"tag":35,"props":671,"children":672},{},[673],{"type":32,"value":674},"Yeah, but ours- we're seeing like organic is coming down, right? So, but I don't know, like that's a trend everybody is reporting right now with LLM, so organic is going down now is the time, like I want to be able to add more pages regularly, and again, value high-value pages and change, we have so many. The architecture of how the site was built is just really hard for us to navigate, let alone any kind of crawlers. They're just blocked, and the page load is horrible. So I'm hopeful it'll be similar to your experience, hopefully a dip or downtime, but good to prep for. Yeah, but yeah, and you're being so much more careful.",{"type":26,"tag":35,"props":676,"children":677},{},[678],{"type":32,"value":679},"Kerry Guard  31:42  ",{"type":26,"tag":35,"props":681,"children":682},{},[683],{"type":32,"value":684},"Like I was in panic mode, right, like, like, the it went off a cliff, and then I was like, I should have done this months ago, and then I went into like single developer mode activation, and I just sort of like did it with the help of cursor and AI, which was still kind of new at the time, it wasn't really asintuitive and great as it is now, but I knew I did websites enough that I could, I, with the help of AI, could make it happen in a month, so I felt a bigger dip, because I literally ripped off a band aid, versus what you're doing, which is so smart, of like being really intentional behind the scenes, making sure that you're mapping anything that you can't map, you're going to have a lovely redirect plan for, like, your, yeah, you got this, it's going to be awesome.",{"type":26,"tag":35,"props":686,"children":687},{},[688],{"type":32,"value":689},"Jane Serra  32:27  ",{"type":26,"tag":35,"props":691,"children":692},{},[693],{"type":32,"value":694},"Thank you. Speak it into being.",{"type":26,"tag":35,"props":696,"children":697},{},[698],{"type":32,"value":699},"Kerry Guard  32:31  ",{"type":26,"tag":35,"props":701,"children":702},{},[703],{"type":32,"value":704},"Let's talk about the echo chamber that we do find ourselves in. We love LinkedIn; however, I don't know about you, but I'm finding that I'm seeing the same stuff over and over and over again.",{"type":26,"tag":35,"props":706,"children":707},{},[708],{"type":32,"value":709},"Jane Serra  32:52  ",{"type":26,"tag":35,"props":711,"children":712},{},[713],{"type":32,"value":245},{"type":26,"tag":35,"props":715,"children":716},{},[717],{"type":32,"value":718},"Kerry Guard  32:53  ",{"type":26,"tag":35,"props":720,"children":721},{},[722],{"type":32,"value":723},"You know, we're all nodding along. There's no silver bullet. Positioning is everything, but the founders who control the budget and the timelines aren't in that echo chamber and room with us, so how do you bridge the gap between everything we're saying as marketers and the founders who are still not quite there yet?",{"type":26,"tag":35,"props":725,"children":726},{},[727],{"type":32,"value":728},"Jane Serra  33:11  ",{"type":26,"tag":35,"props":730,"children":731},{},[732],{"type":32,"value":733},"Yeah, it's actually a great transition from talking about the website, because one example, right, is we know as marketers when you launch a new site, there is going to be a dip, so we expect that, but guaranteed it's not like everybody on the board is not going to anticipate that, so we have to share that that will happen, and why. Hopefully, a part of it is just trusting your experience, right? And be data, so data solves everything, just like revenue. When you're doing it properly, you can showcase how you're doing it, how you're pulling it, and how you're analyzing it. But if you show something, I quote, this is a research report from this reputable brand, or this is these are three examples from reputable brands, or this is what we are seeing, like your own data, of course, where possible, makes sense, but if you don't have it yet, and it's something you want to push, or like, this is why we need to invest in brand. If you have external, reputable sources for data that you can showcase, like research that is very recent and relevant, that speaks volumes, because it's like, okay, I'm making this decision, and this is why. So, it's a combination of hopefully you have the trust of the board and the exec team, hopefully that's why they hired you, but also supporting with data and giving your reasoning in a very succinct way.",{"type":26,"tag":35,"props":735,"children":736},{},[737],{"type":32,"value":738},"Kerry Guard  34:35  ",{"type":26,"tag":35,"props":740,"children":741},{},[742],{"type":32,"value":743},"Straight to the point. Skip the end, as my husband likes to save me.",{"type":26,"tag":35,"props":745,"children":746},{},[747],{"type":32,"value":748},"Jane Serra  34:39  ",{"type":26,"tag":35,"props":750,"children":751},{},[752],{"type":32,"value":753},"Yes, because that's another AI slop thing, right? That, that I talk about this all the time, and I'm sure this is another nodding heads around in our echo chamber, but I love Claude. I love Claude so much, and I was guilty of this myself, so I'll be the first to admit that, but because it's so fun to use for research and an. Analysis people go in and create 50 page 60 page decks and share it with you, and instead, what I would love for people to do, instead of sharing that 40, 5060, page deck, how about you give me, as I put in the prompt, okay, now make this one page, give me the TLDR, and make a page that has action items like from this. Here are the key points, and this is what we're doing about it, because nobody is going to read through a 60-page deck, and most of the time you just had fun researching it, and you didn't take the time to analyze and create an action plan. So, important thing.",{"type":26,"tag":35,"props":755,"children":756},{},[757],{"type":32,"value":758},"Kerry Guard  35:41  ",{"type":26,"tag":35,"props":760,"children":761},{},[762],{"type":32,"value":763},"It feels interesting when, when you're pitching to the executive level or to the board, because there has to be this balancing act between showing the strategic side from a very high level of like what you're trying to accomplish, but also making it tactical and like something you can tangible at the same same time, that's how do you stay sort of in the, in the executive summary, so to speak, but bring it to life. Sounds like data is a big part of that. Is there anything else that contributes to making it feel tangible in a way without getting too into the weeds?",{"type":26,"tag":35,"props":765,"children":766},{},[767],{"type":32,"value":768},"Jane Serra  36:22  ",{"type":26,"tag":35,"props":770,"children":771},{},[772],{"type":32,"value":773},"Yeah, I think I'm a very big visual person, so I tend to use visuals as well in presenting. So I like to have, like, one again, keep it as simple and clean and limited as possible, succinct. Like, let's say one visual, one chart that shows, okay, this is what we're, this is where we are now. This is where we want to go, hopefully up to the right, and then this is how we're getting there. This is what to expect, or we expect this dip in traffic, but we should be coming up here, like if we have one visual, and then the actual takeaways, that's key, but another layer again to earn and maintain, hopefully, that that respect and trust is not everything is going to go right and going to go exactly according to your plan all the time. Life doesn't work that way. So, if you own up to it, like, look, we are behind in this channel right now, we recognize that this is why we think that could be. These are the possible reasons. This is what we're doing to address that, so like, if we're expecting a dip in our traffic when we launch the new site, how are we going to make up for that in the pipeline? Like, what are we going to launch? Are we going to invest more in our paid media for two months to make up for that? Like, just as long as you have the plan and you share the visual, the action items, the plan, and admit when something doesn't go as planned, and a plan to go around it, and what you're doing because of that. You have the trust, you're just, you're sharing exactly what they need to hear, because it can't all be roses all the time. Then no one's going to believe you or trust you.",{"type":26,"tag":35,"props":775,"children":776},{},[777],{"type":32,"value":778},"Kerry Guard  38:01  ",{"type":26,"tag":35,"props":780,"children":781},{},[782],{"type":32,"value":783},"That slides perfectly into my final round of questioning here about the Slinky Detangler.",{"type":26,"tag":35,"props":785,"children":786},{},[787],{"type":32,"value":788},"Jane Serra  38:08  ",{"type":26,"tag":35,"props":790,"children":791},{},[792],{"type":32,"value":793},"Ah, yes.",{"type":26,"tag":35,"props":795,"children":796},{},[797],{"type":32,"value":798},"Kerry Guard  38:10  ",{"type":26,"tag":35,"props":800,"children":801},{},[802],{"type":32,"value":803},"Tell us, what, where did the name come from? What does it mean?",{"type":26,"tag":35,"props":805,"children":806},{},[807],{"type":32,"value":808},"Jane Serra  38:14  ",{"type":26,"tag":35,"props":810,"children":811},{},[812],{"type":32,"value":813},"So I am the mom of a six-year-old right now, and I added this. I'm a big fan of, like, making your LinkedIn very much you and speaking to your personality. You can tell from this convo I'm very casual; I tell it like it is, but hopefully kindly. I like to have transparent conversations. Like all of this, I try to share on my LinkedIn, and one of the things I added, I was literally detangling slinkies for my son when he was probably four or five when I added this to my LinkedIn profile, because I was like, this took me a long time to figure out. Sinkies, if you don't know, like those toys that kids play with that, like, stretch out. I don't know how, but they constantly get knotted. I don't know what kids do with them, but they get crazy knotted, and sometimes they get bent out of place. It's horrible, but if you're really careful with it, the key to detangling a slinky is slowly, methodically, and one ring at a time, like you're literally doing this twisting motion, and then yes. So once I realized that, I was like, okay, I am an expert slinky detangler, and somebody pointed out to me I meant it legit, like I can detangle slinkys because I am a mom of a toddler, a five year old, but then somebody DM'd me, and like, I love the slinky detangler analogy, like that's exactly what marketing is like, I was like, oh, that is so true. I love that. I wasn't even intending for it to be that, but yes, that works both ways. But it is like marketing, you just have to be really thoughtful, right? Like, take the time to look at it, and one step at a time, iterate. Like, it's exactly like marketing, untangling the chaos of the go-to-market journey.",{"type":26,"tag":35,"props":815,"children":816},{},[817],{"type":32,"value":818},"Kerry Guard  40:00  ",{"type":26,"tag":35,"props":820,"children":821},{},[822],{"type":32,"value":823},"Yeah, it's usually coming in after founders throw spaghetti up against the wall, and you've got to figure out what on earth they just did, and why they're doing that, and",{"type":26,"tag":35,"props":825,"children":826},{},[827],{"type":32,"value":828},"Jane Serra  40:08  ",{"type":26,"tag":35,"props":830,"children":831},{},[832],{"type":32,"value":833},"The founders at the toddlers, they totally.",{"type":26,"tag":35,"props":835,"children":836},{},[837],{"type":32,"value":838},"Kerry Guard  40:11  ",{"type":26,"tag":35,"props":840,"children":841},{},[842],{"type":32,"value":843},"Are they totally making the yes, we love you founders, but yeah, yeah, I mean, parenting as a whole, yeah, I am parenting as a whole, in terms of like how you manage people and how you manage your toddler, are not always that similar. Oh gosh, Jade, I can talk to you all day. I'm gonna ask my last question, maybe two. Yeah, what? Okay, they tie together. What's one vanity metric you've personally killed, and what did you replace it with?",{"type":26,"tag":35,"props":845,"children":846},{},[847],{"type":32,"value":848},"Jane Serra  40:47  ",{"type":26,"tag":35,"props":850,"children":851},{},[852],{"type":32,"value":853},"Okay, there's probably a bunch. I, so this will be interesting to see what people think about this. I, the opposite of killed, brought back MQLs. I love MQLs, but what I killed was the really shitty definition of an MQL. Like, to me, an MQL is not a webinar attendee, is not somebody who downloaded something, and so an MQL for me is a hand raiser. They are asking to talk to sales; that's where MQL starts for me, and then.",{"type":26,"tag":35,"props":855,"children":856},{},[857],{"type":32,"value":858},"Kerry Guard  41:23  ",{"type":26,"tag":35,"props":860,"children":861},{},[862],{"type":32,"value":863},"SQL.",{"type":26,"tag":35,"props":865,"children":866},{},[867],{"type":32,"value":868},"Jane Serra  41:24  ",{"type":26,"tag":35,"props":870,"children":871},{},[872],{"type":32,"value":873},"Not an SQL, so for me it's a hand-raiser MQL, SAL is a meeting is booked, SQL is an opportunity is opened, and having this clean definition aligns marketing with sales so much better, because we're not handing them crap, right? Like, here's somebody who attended a webinar, but didn't even know it was from Memory Blue, and has no idea who we are. So, it's or didn't even attend. Those are still great, but to me, that's an MQL. That's a contact for somebody who attended our webinar. I don't need to bug them. I don't need to have sales hound them; they just have this signal. If they come back to our website, that's what we want to try to drive them to do, right? More awareness ads, things like that. But that's not something we would hand to sales. So I think I killed the definition of MQL, but I made MQLs like matter.",{"type":26,"tag":35,"props":875,"children":876},{},[877],{"type":32,"value":878},"Kerry Guard  42:19  ",{"type":26,"tag":35,"props":880,"children":881},{},[882],{"type":32,"value":883},"Yeah, because MQLs to me meant that you had people who were throwing signals around showing up for your brand, but they weren't sales-ready yet. Where you've moved them down, yeah, where you've now moved them down the funnel, because it just, it just so happens that that's how it is these days, right? People, it used to be that by the time they showed up to sales, they had made up their minds. They had three brands; they knew which one they kind of wanted to go with, but they were sort of vetting it to make sure, or procurement told them that they had to have for the web person, they had to go vet other companies. But now that's happening before they even hit the website, like I've moved all of my conversions up on every single page, like the conversion, the form is now the second thing you see, like you have the hero of here we are and what we do, and then the form, yeah, convert, because that's really why you're here, you already know this stuff, get to it, yeah.",{"type":26,"tag":35,"props":885,"children":886},{},[887],{"type":32,"value":888},"Jane Serra  43:17  ",{"type":26,"tag":35,"props":890,"children":891},{},[892],{"type":32,"value":893},"A lot of PLG brands, right, like they all PLG brands should have, like, the email capture, and in the header, right? Because it's instantly you can sign in and check out the platform. So, yeah, fully with you there. I think this- I'm realizing, talking through this out loud- is that I think I did this so that, like, everybody was moving away from MQLs, and, like, MQLs are dead, another dead thing, but that's killing marketing, like the what's called a marketing-qualified lead, you're then saying is shit. How about you keep the term and make it high value? Like, then you see marketing is high value. I'm aligned with you, sales. We want pipeline, we want revenue. I'm not focused on the I am focused on the downloads and whatever we have for signals, but that's what it is. It's signals. It is not the start of our pipeline. So there, yeah, make it so you as marketing.",{"type":26,"tag":35,"props":895,"children":896},{},[897],{"type":32,"value":898},"Kerry Guard  44:14  ",{"type":26,"tag":35,"props":900,"children":901},{},[902],{"type":32,"value":903},"From a marketing standpoint, you're saying this is a qualified lead because they filled out a form indicating they want to talk to sales.",{"type":26,"tag":35,"props":905,"children":906},{},[907],{"type":32,"value":908},"Jane Serra  44:23  ",{"type":26,"tag":35,"props":910,"children":911},{},[912],{"type":32,"value":913},"Exactly, and then sales get",{"type":26,"tag":35,"props":915,"children":916},{},[917],{"type":32,"value":918},"Kerry Guard  44:26  ",{"type":26,"tag":35,"props":920,"children":921},{},[922],{"type":32,"value":923},"To decide, and then sales gets to decide whether what's the have you seen when you talk about conversion rates between, you know, from the website to that form, obviously there's going to be a bit of a there, I don't know, maybe not, because downloads are not really a thing anymore, but from the MQL to the to the SAL, is there, and I know you, you've been only at Memory Blue for a few months, but even before your other job, like, are you seeing a better conversion rate between those two now?",{"type":26,"tag":35,"props":925,"children":926},{},[927],{"type":32,"value":928},"Jane Serra  44:55  ",{"type":26,"tag":35,"props":930,"children":931},{},[932],{"type":32,"value":933},"Oh, for sure, yes, because if you're there, it's always going. Be some junk that comes in right, and we just won't consider that. We'll remove that from the MQL account, but that's inevitable. But if you're driving your awareness and your brand properly, and people are coming to your site, then the right people are coming to your site, and you're automatically going to have a higher volume of people that are hand raisers, I call them, coming in asking to talk to sales that are in your market, in your ICP. So we definitely see a high conversion from that to SALS, like our meetings booked, for sure, way higher than if we, we did previously call MQLs before I came on, were downloads or webinar attendees, and we had huge top of funnel, but then there was nothing really converting, and nothing, so it's kind of two disconnected systems, where MQLs, and this is why there was the death that, like, MQLs are dead because of how it was labeled, and this is outside of memory, like I see this often, so if marketing is saying, oh, we have this great type of funnel, we have tons of MQLs, but nothing's closing over here, like nothing's becoming an SAL and SQL, nothing's closing, they're two separate systems. So, by redefining MQLs as hand raisers, I connected it again, so we're all looking at the same key data.",{"type":26,"tag":35,"props":935,"children":936},{},[937],{"type":32,"value":938},"Kerry Guard  46:16  ",{"type":26,"tag":35,"props":940,"children":941},{},[942],{"type":32,"value":943},"Amazing, I never thought to do that. I'll be doing it; we should all be doing it.",{"type":26,"tag":35,"props":945,"children":946},{},[947],{"type":32,"value":948},"Jane Serra  46:22  ",{"type":26,"tag":35,"props":950,"children":951},{},[952],{"type":32,"value":953},"The very, very tough still matters. Like, we need to drive more of this. Everybody is labeled as marketing.",{"type":26,"tag":35,"props":955,"children":956},{},[957],{"type":32,"value":958},"Kerry Guard  46:28  ",{"type":26,"tag":35,"props":960,"children":961},{},[962],{"type":32,"value":963},"Is saying that this is somebody we qualified. They- this is not spam, this is not junk, this is somebody saying they're using the right words in terms of what they're looking for, in terms of the problem we solve. This is a good lead. Let's go get, let's go book that beating.",{"type":26,"tag":35,"props":965,"children":966},{},[967],{"type":32,"value":968},"Jane Serra  46:42  ",{"type":26,"tag":35,"props":970,"children":971},{},[972],{"type":32,"value":973},"Yeah, I mean.",{"type":26,"tag":35,"props":975,"children":976},{},[977],{"type":32,"value":978},"Kerry Guard  46:42  ",{"type":26,"tag":35,"props":980,"children":981},{},[982],{"type":32,"value":983},"I'm doing that right now with one of my own clients, but I'm not calling it MP. Well, when technically it is. We're just calling it a qualified lead, but it is from marketing. We did a thing, yeah. ",{"type":26,"tag":35,"props":985,"children":986},{},[987],{"type":32,"value":988},"Speaker 1  46:52  ",{"type":26,"tag":35,"props":990,"children":991},{},[992],{"type":32,"value":993},"Credit, so funny. Yeah.",{"type":26,"tag":35,"props":995,"children":996},{},[997],{"type":32,"value":998},"Kerry Guard  46:56  ",{"type":26,"tag":35,"props":1000,"children":1001},{},[1002],{"type":32,"value":1003},"This was awesome. I could talk to you all day, and selfishly, I'm walking away with a list of things to go try. I can't, I'm, I'm bringing back the MQL, y'all. There was a show I went on about a year and a half ago where I was one of those people, where I was like, oh my gosh, please stop sending these leads to sales; they are not ready, the MQL is dead, and I have converted over. We are going to bring back the MQL in a much more intentional way.",{"type":26,"tag":35,"props":1005,"children":1006},{},[1007],{"type":32,"value":1008},"Jane Serra  47:22  ",{"type":26,"tag":35,"props":1010,"children":1011},{},[1012],{"type":32,"value":1013},"Don't kill the only thing with our name on it.",{"type":26,"tag":35,"props":1015,"children":1016},{},[1017],{"type":32,"value":1018},"Kerry Guard  47:27  ",{"type":26,"tag":35,"props":1020,"children":1021},{},[1022],{"type":32,"value":1023},"So true for everyone listening, go follow Jane and subscribe to Women in B2B marketing. She's having the conversations the rest of us need to hear, so go over there and make it happen. Subscribe, subscribe, subscribe. This will go out in clips over the next couple of weeks, so you'll be able to relive the conversation on LinkedIn and YouTube, and get to hang out with Jane once again. But if you'd like to connect with her, Jay and LinkedIn, best place to..",{"type":26,"tag":35,"props":1025,"children":1026},{},[1027],{"type":32,"value":1028},"Jane Serra  47:50  ",{"type":26,"tag":35,"props":1030,"children":1031},{},[1032],{"type":32,"value":1033},"Yes, I live on LinkedIn, so it's actually even better to DM me on LinkedIn than to email me, because my inbox is a jungle. So, yes, see you on LinkedIn, and so good to chat with you, Kerry. Thank you.",{"type":26,"tag":35,"props":1035,"children":1036},{},[1037],{"type":32,"value":1038},"Kerry Guard  48:02  ",{"type":26,"tag":35,"props":1040,"children":1041},{},[1042],{"type":32,"value":1043},"Oh my gosh, so good to talk with you. Thank you so much. This episode is brought to you by MKG Marketing, where we help you to be tech brands. Get found in answer engines and LLMs, and use paid to build that brand. We are here for you. Give us a shout. Thank you all so much. We'll be here next week.",{"title":7,"searchDepth":1045,"depth":1045,"links":1046},2,[1047,1048],{"id":29,"depth":1045,"text":33},{"id":42,"depth":1045,"text":45},"markdown","content:podcasts:marketing-leaders:jane-serra-on-why-marketing-should-own-pipeline-not-just-leads.md","content","podcasts/marketing-leaders/jane-serra-on-why-marketing-should-own-pipeline-not-just-leads.md","podcasts/marketing-leaders/jane-serra-on-why-marketing-should-own-pipeline-not-just-leads","md",[1056,1481,1833,2176,2499],{"_path":1057,"_dir":1058,"_draft":6,"_partial":6,"_locale":7,"title":1059,"description":1060,"date":1061,"img":1062,"imgAlt":1063,"body":1064,"_type":1049,"_id":1477,"_source":1051,"_file":1478,"_stem":1479,"_extension":1054,"category":1058,"minutes":1480},"/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":23,"children":1065,"toc":1461},[1066,1071,1076,1081,1117,1122,1127,1132,1137,1143,1148,1155,1160,1165,1170,1176,1188,1204,1212,1218,1223,1235,1243,1248,1289,1294,1301,1312,1317,1322,1328,1333,1356,1361,1367,1372,1377,1396,1401,1407,1412,1417,1424,1430,1435,1440,1445,1451,1456],{"type":26,"tag":35,"props":1067,"children":1068},{},[1069],{"type":32,"value":1070},"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":26,"tag":35,"props":1072,"children":1073},{},[1074],{"type":32,"value":1075},"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":26,"tag":35,"props":1077,"children":1078},{},[1079],{"type":32,"value":1080},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":26,"tag":1082,"props":1083,"children":1084},"ul",{},[1085,1097,1107],{"type":26,"tag":1086,"props":1087,"children":1088},"li",{},[1089,1095],{"type":26,"tag":1090,"props":1091,"children":1092},"strong",{},[1093],{"type":32,"value":1094},"Click-Through Rates (CTRs)",{"type":32,"value":1096}," are holding perfectly steady.",{"type":26,"tag":1086,"props":1098,"children":1099},{},[1100,1105],{"type":26,"tag":1090,"props":1101,"children":1102},{},[1103],{"type":32,"value":1104},"Total Impressions",{"type":32,"value":1106}," are hitting record, all-time highs.",{"type":26,"tag":1086,"props":1108,"children":1109},{},[1110,1115],{"type":26,"tag":1090,"props":1111,"children":1112},{},[1113],{"type":32,"value":1114},"Cost-Per-Click (CPC)",{"type":32,"value":1116}," looks highly optimized and efficient.",{"type":26,"tag":35,"props":1118,"children":1119},{},[1120],{"type":32,"value":1121},"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":26,"tag":35,"props":1123,"children":1124},{},[1125],{"type":32,"value":1126},"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":26,"tag":35,"props":1128,"children":1129},{},[1130],{"type":32,"value":1131},"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":26,"tag":35,"props":1133,"children":1134},{},[1135],{"type":32,"value":1136},"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":26,"tag":27,"props":1138,"children":1140},{"id":1139},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[1141],{"type":32,"value":1142},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":26,"tag":35,"props":1144,"children":1145},{},[1146],{"type":32,"value":1147},"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":26,"tag":1149,"props":1150,"children":1152},"h3",{"id":1151},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[1153],{"type":32,"value":1154},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":26,"tag":35,"props":1156,"children":1157},{},[1158],{"type":32,"value":1159},"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":26,"tag":35,"props":1161,"children":1162},{},[1163],{"type":32,"value":1164},"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":26,"tag":35,"props":1166,"children":1167},{},[1168],{"type":32,"value":1169},"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":26,"tag":1149,"props":1171,"children":1173},{"id":1172},"_2-linkedin-ad-fatigue",[1174],{"type":32,"value":1175},"2. LinkedIn Ad Fatigue",{"type":26,"tag":35,"props":1177,"children":1178},{},[1179,1181,1186],{"type":32,"value":1180},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":26,"tag":1090,"props":1182,"children":1183},{},[1184],{"type":32,"value":1185},"LinkedIn Ad Fatigue",{"type":32,"value":1187},". 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":26,"tag":35,"props":1189,"children":1190},{},[1191,1193,1202],{"type":32,"value":1192},"According to data compiled in the ",{"type":26,"tag":1194,"props":1195,"children":1199},"a",{"href":1196,"rel":1197},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[1198],"nofollow",[1200],{"type":32,"value":1201},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":32,"value":1203},", 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":26,"tag":35,"props":1205,"children":1206},{},[1207],{"type":26,"tag":1208,"props":1209,"children":1211},"img",{"alt":7,"src":1210},"https://assets.mkgmarketinginc.com/1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[],{"type":26,"tag":27,"props":1213,"children":1215},{"id":1214},"the-fatal-flaw-pipeline-vs-mqls",[1216],{"type":32,"value":1217},"The Fatal Flaw: Pipeline vs. MQLs",{"type":26,"tag":35,"props":1219,"children":1220},{},[1221],{"type":32,"value":1222},"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":26,"tag":35,"props":1224,"children":1225},{},[1226,1228,1233],{"type":32,"value":1227},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":26,"tag":1090,"props":1229,"children":1230},{},[1231],{"type":32,"value":1232},"pipeline velocity",{"type":32,"value":1234},". 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":26,"tag":35,"props":1236,"children":1237},{},[1238],{"type":26,"tag":1090,"props":1239,"children":1240},{},[1241],{"type":32,"value":1242},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":26,"tag":35,"props":1244,"children":1245},{},[1246],{"type":32,"value":1247},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",{"type":26,"tag":1082,"props":1249,"children":1250},{},[1251,1269,1279],{"type":26,"tag":1086,"props":1252,"children":1253},{},[1254,1259,1261,1267],{"type":26,"tag":1090,"props":1255,"children":1256},{},[1257],{"type":32,"value":1258},"Diminished Opportunity Quality:",{"type":32,"value":1260}," Your total number of ",{"type":26,"tag":1262,"props":1263,"children":1264},"em",{},[1265],{"type":32,"value":1266},"qualified",{"type":32,"value":1268}," 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":26,"tag":1086,"props":1270,"children":1271},{},[1272,1277],{"type":26,"tag":1090,"props":1273,"children":1274},{},[1275],{"type":32,"value":1276},"Depressed Win Rates:",{"type":32,"value":1278}," 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":26,"tag":1086,"props":1280,"children":1281},{},[1282,1287],{"type":26,"tag":1090,"props":1283,"children":1284},{},[1285],{"type":32,"value":1286},"Expanded Cycle Length:",{"type":32,"value":1288}," 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":26,"tag":35,"props":1290,"children":1291},{},[1292],{"type":32,"value":1293},"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":26,"tag":35,"props":1295,"children":1296},{},[1297],{"type":26,"tag":1208,"props":1298,"children":1300},{"alt":7,"src":1299},"https://assets.mkgmarketinginc.com/98c78d8d-12fc-4480-a7f7-54b74f1dc0e3-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-2.png",[],{"type":26,"tag":27,"props":1302,"children":1304},{"id":1303},"systemic-accountability-the-path-to-de-risking-spend",[1305,1310],{"type":26,"tag":1090,"props":1306,"children":1307},{},[1308],{"type":32,"value":1309},"Systemic Accountability: The Pat",{"type":32,"value":1311},"h to De-Risking Spend",{"type":26,"tag":35,"props":1313,"children":1314},{},[1315],{"type":32,"value":1316},"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":26,"tag":35,"props":1318,"children":1319},{},[1320],{"type":32,"value":1321},"De-risking your post-funding ad spend requires a rigorous architectural overhaul of your marketing campaigns across three core operational pillars:",{"type":26,"tag":1149,"props":1323,"children":1325},{"id":1324},"pillar-1-decoupling-blended-placements-and-enforcing-guardrails",[1326],{"type":32,"value":1327},"Pillar 1: Decoupling Blended Placements and Enforcing Guardrails",{"type":26,"tag":35,"props":1329,"children":1330},{},[1331],{"type":32,"value":1332},"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":26,"tag":1082,"props":1334,"children":1335},{},[1336,1346],{"type":26,"tag":1086,"props":1337,"children":1338},{},[1339,1344],{"type":26,"tag":1090,"props":1340,"children":1341},{},[1342],{"type":32,"value":1343},"Isolate Video Inventory:",{"type":32,"value":1345}," 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":26,"tag":1086,"props":1347,"children":1348},{},[1349,1354],{"type":26,"tag":1090,"props":1350,"children":1351},{},[1352],{"type":32,"value":1353},"Enforce Strict Exclusions:",{"type":32,"value":1355}," You must upload comprehensive placement exclusion lists that block your ads from showing on mobile applications, gaming channels, and non-business video content.",{"type":26,"tag":35,"props":1357,"children":1358},{},[1359],{"type":32,"value":1360},"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":26,"tag":1149,"props":1362,"children":1364},{"id":1363},"pillar-2-synchronizing-ad-networks-with-offline-crm-signals",[1365],{"type":32,"value":1366},"Pillar 2: Synchronizing Ad Networks with Offline CRM Signals",{"type":26,"tag":35,"props":1368,"children":1369},{},[1370],{"type":32,"value":1371},"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":26,"tag":35,"props":1373,"children":1374},{},[1375],{"type":32,"value":1376},"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":26,"tag":1378,"props":1379,"children":1380},"ol",{},[1381,1386,1391],{"type":26,"tag":1086,"props":1382,"children":1383},{},[1384],{"type":32,"value":1385},"Sales Qualified Lead (SQL) validation milestones.",{"type":26,"tag":1086,"props":1387,"children":1388},{},[1389],{"type":32,"value":1390},"Formal discovery meeting completed tracking.",{"type":26,"tag":1086,"props":1392,"children":1393},{},[1394],{"type":32,"value":1395},"Pipeline opportunity value verification.",{"type":26,"tag":35,"props":1397,"children":1398},{},[1399],{"type":32,"value":1400},"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":26,"tag":1149,"props":1402,"children":1404},{"id":1403},"pillar-3-establishing-a-unified-system-of-attribution-tracking",[1405],{"type":32,"value":1406},"Pillar 3: Establishing a Unified System of Attribution Tracking",{"type":26,"tag":35,"props":1408,"children":1409},{},[1410],{"type":32,"value":1411},"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":26,"tag":35,"props":1413,"children":1414},{},[1415],{"type":32,"value":1416},"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":26,"tag":35,"props":1418,"children":1419},{},[1420],{"type":26,"tag":1208,"props":1421,"children":1423},{"alt":7,"src":1422},"https://assets.mkgmarketinginc.com/157d08c3-ac27-4147-832f-e4877df7a9df-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-3.png",[],{"type":26,"tag":27,"props":1425,"children":1427},{"id":1426},"protect-your-runway-by-demanding-pipeline-truth",[1428],{"type":32,"value":1429},"Protect Your Runway by Demanding Pipeline Truth",{"type":26,"tag":35,"props":1431,"children":1432},{},[1433],{"type":32,"value":1434},"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":26,"tag":35,"props":1436,"children":1437},{},[1438],{"type":32,"value":1439},"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":26,"tag":35,"props":1441,"children":1442},{},[1443],{"type":32,"value":1444},"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":26,"tag":27,"props":1446,"children":1448},{"id":1447},"summary",[1449],{"type":32,"value":1450},"Summary",{"type":26,"tag":35,"props":1452,"children":1453},{},[1454],{"type":32,"value":1455},"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":26,"tag":35,"props":1457,"children":1458},{},[1459],{"type":32,"value":1460},"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":1045,"depth":1045,"links":1462},[1463,1468,1469,1475,1476],{"id":1139,"depth":1045,"text":1142,"children":1464},[1465,1467],{"id":1151,"depth":1466,"text":1154},3,{"id":1172,"depth":1466,"text":1175},{"id":1214,"depth":1045,"text":1217},{"id":1303,"depth":1045,"text":1470,"children":1471},"Systemic Accountability: The Path to De-Risking Spend",[1472,1473,1474],{"id":1324,"depth":1466,"text":1327},{"id":1363,"depth":1466,"text":1366},{"id":1403,"depth":1466,"text":1406},{"id":1426,"depth":1045,"text":1429},{"id":1447,"depth":1045,"text":1450},"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",8,{"_path":1482,"_dir":1483,"_draft":6,"_partial":6,"_locale":7,"title":1484,"description":1485,"date":1486,"img":1487,"imgAlt":1488,"body":1489,"_type":1049,"_id":1830,"_source":1051,"_file":1831,"_stem":1832,"_extension":1054,"category":1483,"minutes":1480},"/blog/seo/stop-chasing-citations-why-native-llm-mentions-are-the-new-baseline-for-b2b-tech-visibility","seo","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":23,"children":1490,"toc":1821},[1491,1496,1501,1506,1520,1527,1533,1538,1543,1557,1562,1568,1573,1578,1583,1597,1604,1610,1622,1635,1668,1680,1686,1691,1696,1701,1708,1714,1719,1732,1765,1770,1776,1781,1795,1800,1804,1809],{"type":26,"tag":35,"props":1492,"children":1493},{},[1494],{"type":32,"value":1495},"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":26,"tag":35,"props":1497,"children":1498},{},[1499],{"type":32,"value":1500},"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":26,"tag":35,"props":1502,"children":1503},{},[1504],{"type":32,"value":1505},"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":26,"tag":35,"props":1507,"children":1508},{},[1509,1511,1518],{"type":32,"value":1510},"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":26,"tag":1194,"props":1512,"children":1515},{"href":1513,"rel":1514},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-visibility-optimization/",[1198],[1516],{"type":32,"value":1517},"Search Visibility Optimization (SVO)",{"type":32,"value":1519}," and persistent, native mentions of their corporate brand.",{"type":26,"tag":35,"props":1521,"children":1522},{},[1523],{"type":26,"tag":1208,"props":1524,"children":1526},{"alt":7,"src":1525},"https://assets.mkgmarketinginc.com/c5f7302e-ce8a-4faf-b0ac-4815664ca413-mkg-blog-stop-chasing-citations-image-1.png",[],{"type":26,"tag":27,"props":1528,"children":1530},{"id":1529},"the-footnote-mirage-and-the-illusion-of-traffic",[1531],{"type":32,"value":1532},"The Footnote Mirage and the Illusion of Traffic",{"type":26,"tag":35,"props":1534,"children":1535},{},[1536],{"type":32,"value":1537},"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":26,"tag":35,"props":1539,"children":1540},{},[1541],{"type":32,"value":1542},"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":26,"tag":35,"props":1544,"children":1545},{},[1546,1548,1555],{"type":32,"value":1547},"This exact shift is confirmed by macro performance data. Comprehensive user behavioral analysis published in ",{"type":26,"tag":1194,"props":1549,"children":1552},{"href":1550,"rel":1551},"https://company.g2.com/news/g2-research-the-answer-economy",[1198],[1553],{"type":32,"value":1554},"G2’s 2026 Answer Economy Report",{"type":32,"value":1556}," 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":26,"tag":35,"props":1558,"children":1559},{},[1560],{"type":32,"value":1561},"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":26,"tag":27,"props":1563,"children":1565},{"id":1564},"decoding-the-core-engine-parametric-memory-vs-indexing",[1566],{"type":32,"value":1567},"Decoding the Core Engine: Parametric Memory vs. Indexing",{"type":26,"tag":35,"props":1569,"children":1570},{},[1571],{"type":32,"value":1572},"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":26,"tag":35,"props":1574,"children":1575},{},[1576],{"type":32,"value":1577},"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":26,"tag":35,"props":1579,"children":1580},{},[1581],{"type":32,"value":1582},"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":26,"tag":35,"props":1584,"children":1585},{},[1586,1588,1595],{"type":32,"value":1587},"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":26,"tag":1194,"props":1589,"children":1592},{"href":1590,"rel":1591},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[1198],[1593],{"type":32,"value":1594},"Generative Engine Optimization (GEO)",{"type":32,"value":1596}," and committing to deep, data-layer positioning.",{"type":26,"tag":35,"props":1598,"children":1599},{},[1600],{"type":26,"tag":1208,"props":1601,"children":1603},{"alt":7,"src":1602},"https://assets.mkgmarketinginc.com/6d0b1599-0f9a-4137-8b80-61959fb7a116-mkg-blog-stop-chasing-citations-image-2.png",[],{"type":26,"tag":27,"props":1605,"children":1607},{"id":1606},"the-svo-blueprint-engineering-native-mentions",[1608],{"type":32,"value":1609},"The SVO Blueprint: Engineering Native Mentions",{"type":26,"tag":35,"props":1611,"children":1612},{},[1613,1615,1620],{"type":32,"value":1614},"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":26,"tag":1090,"props":1616,"children":1617},{},[1618],{"type":32,"value":1619},"Entity Co-occurrence",{"type":32,"value":1621},"—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":26,"tag":35,"props":1623,"children":1624},{},[1625,1627,1633],{"type":32,"value":1626},"An effective, boardroom-ready ",{"type":26,"tag":1194,"props":1628,"children":1630},{"href":1513,"rel":1629},[1198],[1631],{"type":32,"value":1632},"SVO ",{"type":32,"value":1634},"framework operates across three distinct data layers:",{"type":26,"tag":1082,"props":1636,"children":1637},{},[1638,1648,1658],{"type":26,"tag":1086,"props":1639,"children":1640},{},[1641,1646],{"type":26,"tag":1090,"props":1642,"children":1643},{},[1644],{"type":32,"value":1645},"Unstructured Community Mapping:",{"type":32,"value":1647}," 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":26,"tag":1086,"props":1649,"children":1650},{},[1651,1656],{"type":26,"tag":1090,"props":1652,"children":1653},{},[1654],{"type":32,"value":1655},"Structured Data Layer Alignment:",{"type":32,"value":1657}," 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":26,"tag":1086,"props":1659,"children":1660},{},[1661,1666],{"type":26,"tag":1090,"props":1662,"children":1663},{},[1664],{"type":32,"value":1665},"Referential Authority Network Building:",{"type":32,"value":1667}," 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":26,"tag":35,"props":1669,"children":1670},{},[1671,1673,1678],{"type":32,"value":1672},"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":26,"tag":1090,"props":1674,"children":1675},{},[1676],{"type":32,"value":1677},"Share of Model (SOM)",{"type":32,"value":1679}," metrics upward and securing your place in the native text.",{"type":26,"tag":27,"props":1681,"children":1683},{"id":1682},"shifting-from-vanity-clicks-to-share-of-model-som",[1684],{"type":32,"value":1685},"Shifting from Vanity Clicks to Share of Model (SOM)",{"type":26,"tag":35,"props":1687,"children":1688},{},[1689],{"type":32,"value":1690},"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":26,"tag":35,"props":1692,"children":1693},{},[1694],{"type":32,"value":1695},"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":26,"tag":35,"props":1697,"children":1698},{},[1699],{"type":32,"value":1700},"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":26,"tag":35,"props":1702,"children":1703},{},[1704],{"type":26,"tag":1208,"props":1705,"children":1707},{"alt":7,"src":1706},"https://assets.mkgmarketinginc.com/a1c2b2c7-80fb-4fd6-9bfd-563ec134694d-mkg-blog-stop-chasing-citations-image-3.png",[],{"type":26,"tag":27,"props":1709,"children":1711},{"id":1710},"operationalizing-svo-inside-stretched-teams",[1712],{"type":32,"value":1713},"Operationalizing SVO inside Stretched Teams",{"type":26,"tag":35,"props":1715,"children":1716},{},[1717],{"type":32,"value":1718},"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":26,"tag":35,"props":1720,"children":1721},{},[1722,1724,1730],{"type":32,"value":1723},"Maintaining an unfragmented, board-ready ",{"type":26,"tag":1194,"props":1725,"children":1727},{"href":1513,"rel":1726},[1198],[1728],{"type":32,"value":1729},"SVO architecture",{"type":32,"value":1731}," requires establishing three non-negotiable operational habits:",{"type":26,"tag":1082,"props":1733,"children":1734},{},[1735,1745,1755],{"type":26,"tag":1086,"props":1736,"children":1737},{},[1738,1743],{"type":26,"tag":1090,"props":1739,"children":1740},{},[1741],{"type":32,"value":1742},"Automated SOM Monitoring:",{"type":32,"value":1744}," 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":26,"tag":1086,"props":1746,"children":1747},{},[1748,1753],{"type":26,"tag":1090,"props":1749,"children":1750},{},[1751],{"type":32,"value":1752},"Data Schema Governance:",{"type":32,"value":1754}," 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":26,"tag":1086,"props":1756,"children":1757},{},[1758,1763],{"type":26,"tag":1090,"props":1759,"children":1760},{},[1761],{"type":32,"value":1762},"Community Syndication cadence:",{"type":32,"value":1764}," 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":26,"tag":35,"props":1766,"children":1767},{},[1768],{"type":32,"value":1769},"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":26,"tag":27,"props":1771,"children":1773},{"id":1772},"leading-the-svo-transformation",[1774],{"type":32,"value":1775},"Leading the SVO Transformation",{"type":26,"tag":35,"props":1777,"children":1778},{},[1779],{"type":32,"value":1780},"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":26,"tag":35,"props":1782,"children":1783},{},[1784,1786,1793],{"type":32,"value":1785},"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":26,"tag":1194,"props":1787,"children":1790},{"href":1788,"rel":1789},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[1198],[1791],{"type":32,"value":1792},"SEO",{"type":32,"value":1794}," 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":26,"tag":35,"props":1796,"children":1797},{},[1798],{"type":32,"value":1799},"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":26,"tag":27,"props":1801,"children":1802},{"id":1447},[1803],{"type":32,"value":1450},{"type":26,"tag":35,"props":1805,"children":1806},{},[1807],{"type":32,"value":1808},"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":26,"tag":35,"props":1810,"children":1811},{},[1812,1814,1819],{"type":32,"value":1813},"To counter this, growth organizations must evolve from traditional SEO toward ",{"type":26,"tag":1194,"props":1815,"children":1817},{"href":1513,"rel":1816},[1198],[1818],{"type":32,"value":1517},{"type":32,"value":1820}," 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":1045,"depth":1045,"links":1822},[1823,1824,1825,1826,1827,1828,1829],{"id":1529,"depth":1045,"text":1532},{"id":1564,"depth":1045,"text":1567},{"id":1606,"depth":1045,"text":1609},{"id":1682,"depth":1045,"text":1685},{"id":1710,"depth":1045,"text":1713},{"id":1772,"depth":1045,"text":1775},{"id":1447,"depth":1045,"text":1450},"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":1834,"_dir":1483,"_draft":6,"_partial":6,"_locale":7,"title":1835,"description":1836,"date":1837,"imgAlt":1838,"img":1839,"body":1840,"_type":1049,"_id":2173,"_source":1051,"_file":2174,"_stem":2175,"_extension":1054,"category":1483,"minutes":1480},"/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":23,"children":1841,"toc":2164},[1842,1847,1852,1857,1862,1870,1876,1881,1886,1891,1896,1902,1907,1919,1952,1957,1965,1971,1976,1993,1998,2003,2009,2014,2029,2034,2057,2062,2070,2076,2081,2086,2119,2124,2130,2135,2140,2155,2159],{"type":26,"tag":35,"props":1843,"children":1844},{},[1845],{"type":32,"value":1846},"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":26,"tag":35,"props":1848,"children":1849},{},[1850],{"type":32,"value":1851},"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":26,"tag":35,"props":1853,"children":1854},{},[1855],{"type":32,"value":1856},"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":26,"tag":35,"props":1858,"children":1859},{},[1860],{"type":32,"value":1861},"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":26,"tag":35,"props":1863,"children":1864},{},[1865],{"type":26,"tag":1208,"props":1866,"children":1869},{"alt":1867,"src":1868},"Pipeline report","https://assets.mkgmarketinginc.com/b0f0d46f-904b-4a50-8853-f82738aeda04-mkg-blog-the-board-ready-svo-dashboard-image-1.png",[],{"type":26,"tag":27,"props":1871,"children":1873},{"id":1872},"the-blind-spots-of-legacy-attribution",[1874],{"type":32,"value":1875},"The Blind Spots of Legacy Attribution",{"type":26,"tag":35,"props":1877,"children":1878},{},[1879],{"type":32,"value":1880},"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":26,"tag":35,"props":1882,"children":1883},{},[1884],{"type":32,"value":1885},"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":26,"tag":35,"props":1887,"children":1888},{},[1889],{"type":32,"value":1890},"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":26,"tag":35,"props":1892,"children":1893},{},[1894],{"type":32,"value":1895},"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":26,"tag":27,"props":1897,"children":1899},{"id":1898},"building-the-board-ready-svo-metric-suite",[1900],{"type":32,"value":1901},"Building the Board-Ready SVO Metric Suite",{"type":26,"tag":35,"props":1903,"children":1904},{},[1905],{"type":32,"value":1906},"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":26,"tag":35,"props":1908,"children":1909},{},[1910,1912,1917],{"type":32,"value":1911},"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":26,"tag":1090,"props":1913,"children":1914},{},[1915],{"type":32,"value":1916},"Board-Ready Metrics",{"type":32,"value":1918}," suite shifts the focus from traffic volumes to actual funnel efficiency by isolating three primary pillars:",{"type":26,"tag":1082,"props":1920,"children":1921},{},[1922,1932,1942],{"type":26,"tag":1086,"props":1923,"children":1924},{},[1925,1930],{"type":26,"tag":1090,"props":1926,"children":1927},{},[1928],{"type":32,"value":1929},"AI Share of Voice:",{"type":32,"value":1931}," 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":26,"tag":1086,"props":1933,"children":1934},{},[1935,1940],{"type":26,"tag":1090,"props":1936,"children":1937},{},[1938],{"type":32,"value":1939},"Verified Citation Frequencies:",{"type":32,"value":1941}," 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":26,"tag":1086,"props":1943,"children":1944},{},[1945,1950],{"type":26,"tag":1090,"props":1946,"children":1947},{},[1948],{"type":32,"value":1949},"MQL to SQL Conversion Velocity:",{"type":32,"value":1951}," 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":26,"tag":35,"props":1953,"children":1954},{},[1955],{"type":32,"value":1956},"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":26,"tag":35,"props":1958,"children":1959},{},[1960],{"type":26,"tag":1208,"props":1961,"children":1964},{"alt":1962,"src":1963},"reports","https://assets.mkgmarketinginc.com/96600b7e-0c88-4723-84a4-6302d54d9c81-mkg-blog-the-board-ready-svo-dashboard-image-2.png",[],{"type":26,"tag":27,"props":1966,"children":1968},{"id":1967},"analyzing-the-high-yield-channel-mix",[1969],{"type":32,"value":1970},"Analyzing the High-Yield Channel Mix",{"type":26,"tag":35,"props":1972,"children":1973},{},[1974],{"type":32,"value":1975},"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":26,"tag":35,"props":1977,"children":1978},{},[1979,1981,1991],{"type":32,"value":1980},"Conventional ",{"type":26,"tag":1194,"props":1982,"children":1984},{"href":1788,"rel":1983},[1198],[1985],{"type":26,"tag":1986,"props":1987,"children":1988},"u",{},[1989],{"type":32,"value":1990},"organic SEO",{"type":32,"value":1992}," 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":26,"tag":35,"props":1994,"children":1995},{},[1996],{"type":32,"value":1997},"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":26,"tag":35,"props":1999,"children":2000},{},[2001],{"type":32,"value":2002},"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":26,"tag":27,"props":2004,"children":2006},{"id":2005},"aligning-the-funnel-for-maximum-capital-efficiency",[2007],{"type":32,"value":2008},"Aligning the Funnel for Maximum Capital Efficiency",{"type":26,"tag":35,"props":2010,"children":2011},{},[2012],{"type":32,"value":2013},"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":26,"tag":35,"props":2015,"children":2016},{},[2017,2019,2027],{"type":32,"value":2018},"As clearly demonstrated in recent performance datasets, including ",{"type":26,"tag":1194,"props":2020,"children":2022},{"href":1550,"rel":2021},[1198],[2023],{"type":26,"tag":1986,"props":2024,"children":2025},{},[2026],{"type":32,"value":1554},{"type":32,"value":2028},", 51% of B2B software buyers now actively bypass traditional search engine queries in favor of direct, conversational interfaces when evaluating options.",{"type":26,"tag":35,"props":2030,"children":2031},{},[2032],{"type":32,"value":2033},"Consider the operational divergence between two distinct corporate marketing frameworks:",{"type":26,"tag":1082,"props":2035,"children":2036},{},[2037,2047],{"type":26,"tag":1086,"props":2038,"children":2039},{},[2040,2045],{"type":26,"tag":1090,"props":2041,"children":2042},{},[2043],{"type":32,"value":2044},"The Traffic-Dependent Funnel:",{"type":32,"value":2046}," 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":26,"tag":1086,"props":2048,"children":2049},{},[2050,2055],{"type":26,"tag":1090,"props":2051,"children":2052},{},[2053],{"type":32,"value":2054},"The Citation-Optimized Funnel:",{"type":32,"value":2056}," 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":26,"tag":35,"props":2058,"children":2059},{},[2060],{"type":32,"value":2061},"This clear operational contrast explains why modern marketing maturity is no longer defined by how many visitors you drive to your website. It is defined by how effectively you position your company's core insights for synthesis by the platforms where your buyers already spend their time.",{"type":26,"tag":35,"props":2063,"children":2064},{},[2065],{"type":26,"tag":1208,"props":2066,"children":2069},{"alt":2067,"src":2068},"funnel","https://assets.mkgmarketinginc.com/a1923ed9-0c7c-4ff8-ac6e-03616b440fcd-mkg-blog-the-board-ready-svo-dashboard-image-3.png",[],{"type":26,"tag":27,"props":2071,"children":2073},{"id":2072},"operationalizing-the-boardroom-presentation",[2074],{"type":32,"value":2075},"Operationalizing the Boardroom Presentation",{"type":26,"tag":35,"props":2077,"children":2078},{},[2079],{"type":32,"value":2080},"Transitioning to a highly structured pipeline framework requires a permanent shift in how your daily marketing operations are structured, tracked, and defended. As a solo marketing leader, you can no longer operate as a creative services hub; you must run your department like a data-driven financial operations center.",{"type":26,"tag":35,"props":2082,"children":2083},{},[2084],{"type":32,"value":2085},"Defending your marketing strategy to the board requires anchoring your weekly execution around three concrete operational cadences:",{"type":26,"tag":1082,"props":2087,"children":2088},{},[2089,2099,2109],{"type":26,"tag":1086,"props":2090,"children":2091},{},[2092,2097],{"type":26,"tag":1090,"props":2093,"children":2094},{},[2095],{"type":32,"value":2096},"SVO ROI Alignment:",{"type":32,"value":2098}," Update your revenue dashboards to chart pipeline value directly against cost per SQL across all channels, ensuring high-yield conversational paths are clearly highlighted ahead of legacy traffic channels.",{"type":26,"tag":1086,"props":2100,"children":2101},{},[2102,2107],{"type":26,"tag":1090,"props":2103,"children":2104},{},[2105],{"type":32,"value":2106},"Data Layer Governance:",{"type":32,"value":2108}," Implement strict internal protocols to ensure that all public listings of your technical features, security standards, and integration protocols match perfectly across your website, product registries, and press releases.",{"type":26,"tag":1086,"props":2110,"children":2111},{},[2112,2117],{"type":26,"tag":1090,"props":2113,"children":2114},{},[2115],{"type":32,"value":2116},"Citation Node Auditing:",{"type":32,"value":2118}," Monitor how frequently major conversational platforms cite your domain or your independent user review profiles relative to your primary competitors in response to category-focused research prompts.",{"type":26,"tag":35,"props":2120,"children":2121},{},[2122],{"type":32,"value":2123},"When these tracking metrics run on a fixed, uninterrupted schedule, your organization builds a permanent competitive advantage. You stop chasing unpredictable web traffic algorithms and start managing the foundational data infrastructure that governs modern business decisions.",{"type":26,"tag":27,"props":2125,"children":2127},{"id":2126},"proving-marketing-value-in-the-new-boardroom-reality",[2128],{"type":32,"value":2129},"Proving Marketing Value in the New Boardroom Reality",{"type":26,"tag":35,"props":2131,"children":2132},{},[2133],{"type":32,"value":2134},"A sudden drop in website sessions is only a true crisis for marketers who depend on vanity metrics, inflated content volume, and outdated multi-channel tracking models. For leaders who prioritize technical accuracy, operational rigor, and precise pipeline attribution, this shift in analytics is a powerful competitive advantage. It removes the edge from rivals who chase shallow web clicks and instead rewards organizations focused on delivering deep, verifiable revenue impact.",{"type":26,"tag":35,"props":2136,"children":2137},{},[2138],{"type":32,"value":2139},"We design and build the advanced data layers and go-to-market reporting systems that shield growth-focused organizations from tracking blind spots and traffic volatility. By replacing fragmented, traffic-obsessed reports with a unified, boardroom-ready pipeline framework, we make your real marketing impact unmistakable, authoritative, and impossible for leadership to ignore.",{"type":26,"tag":35,"props":2141,"children":2142},{},[2143,2145,2153],{"type":32,"value":2144},"Don’t let your organization’s true pipeline value be buried by an obsolete web analytics model. Examine your digital footprint, rebuild your executive dashboards, and implement an ",{"type":26,"tag":1194,"props":2146,"children":2148},{"href":1513,"rel":2147},[1198],[2149],{"type":26,"tag":1986,"props":2150,"children":2151},{},[2152],{"type":32,"value":1838},{"type":32,"value":2154}," reporting engine that wins the argument in every single boardroom presentation.",{"type":26,"tag":27,"props":2156,"children":2157},{"id":1447},[2158],{"type":32,"value":1450},{"type":26,"tag":35,"props":2160,"children":2161},{},[2162],{"type":32,"value":2163},"As traditional web tracking fails to reflect decentralized buyer research, solo marketing leaders are confronting a misleading reporting crisis: website sessions are declining, yet underlying sales pipeline performance remains strong. This disconnect exists because legacy attribution models cannot capture the critical middle-funnel validation that now occurs in modern conversational search environments. To preserve executive trust and safeguard growth budgets, organizations need a dashboard purpose-built for Attribution 3.0. By moving beyond raw traffic counts and focusing on financial-grade indicators such as AI Share of Voice, Verified Citation Frequency, and MQL-to-SQL Conversion Velocity, marketing leaders can definitively demonstrate SVO ROI and make a compelling case for clear market leadership.",{"title":7,"searchDepth":1045,"depth":1045,"links":2165},[2166,2167,2168,2169,2170,2171,2172],{"id":1872,"depth":1045,"text":1875},{"id":1898,"depth":1045,"text":1901},{"id":1967,"depth":1045,"text":1970},{"id":2005,"depth":1045,"text":2008},{"id":2072,"depth":1045,"text":2075},{"id":2126,"depth":1045,"text":2129},{"id":1447,"depth":1045,"text":1450},"content:blog:seo:the-board-ready-svo-dashboard-how-to-report-pipeline-when-traffic-disappears.md","blog/seo/the-board-ready-svo-dashboard-how-to-report-pipeline-when-traffic-disappears.md","blog/seo/the-board-ready-svo-dashboard-how-to-report-pipeline-when-traffic-disappears",{"_path":2177,"_dir":1483,"_draft":6,"_partial":6,"_locale":7,"title":2178,"description":2179,"date":2180,"img":2181,"imgAlt":2182,"body":2183,"_type":1049,"_id":2496,"_source":1051,"_file":2497,"_stem":2498,"_extension":1054,"category":1483,"minutes":1480},"/blog/seo/the-death-of-the-ten-blue-links-why-svo-is-the-only-survival-strategy-for-2026","The Death of the Ten Blue Links - Why SVO is the Only Survival Strategy for 2026","B2B search is shifting fast. Strong visibility now means showing up across Google, AI answers, and the discovery paths buyers actually use.","2026-06-10T16:08:09.873Z","https://assets.mkgmarketinginc.com/fc323672-061d-46ab-9bd0-60927e7379e5-mkg-blog-the-death-of-the-ten-blue-links-hero-image.webp","performance review sheet",{"type":23,"children":2184,"toc":2487},[2185,2190,2195,2207,2212,2219,2225,2230,2257,2262,2267,2273,2278,2283,2316,2321,2327,2333,2338,2343,2348,2353,2359,2364,2369,2392,2397,2404,2410,2415,2420,2452,2457,2463,2468,2473,2478,2482],{"type":26,"tag":35,"props":2186,"children":2187},{},[2188],{"type":32,"value":2189},"You executed the playbook exactly as prescribed. You audited technical site infrastructure, identified high-intent target keywords, built comprehensive topic clusters, and maintained a consistent content production cadence. By conventional organic search indicators, your performance should be exemplary. Yet when you review your year-over-year traffic, unique visitors are down 40 percent. Your high-volume keywords still rank at the top of legacy search engines, but the actual pipeline has evaporated. To leadership, it appears to be a sudden breakdown in marketing execution—an internal failure where your strategies have simply stopped working.",{"type":26,"tag":35,"props":2191,"children":2192},{},[2193],{"type":32,"value":2194},"The reality is far more structural and long-lasting. This is not a breakdown of tactics; it is the wholesale collapse of traditional search behavior. The era of the “ten blue links” has ended. For nearly thirty years, digital discovery was built on a straightforward exchange: a user entered a query, a search engine returned a list of destination websites, and the user clicked through to find answers. That journey has now been fully disrupted by conversational interfaces, multimodal engines, and automated answer summaries.",{"type":26,"tag":35,"props":2196,"children":2197},{},[2198,2200,2205],{"type":32,"value":2199},"This shift is fundamentally altering the business-to-business procurement landscape. According to data from ",{"type":26,"tag":1194,"props":2201,"children":2203},{"href":1550,"rel":2202},[1198],[2204],{"type":32,"value":1554},{"type":32,"value":2206},", 51% of B2B software buyers now begin their vendor research inside an AI chatbot rather than a traditional search engine. Buyers are completely bypassing the click-and-browse stage of research. Instead of scanning individual vendor blogs to compare capabilities, they issue a single prompt to a large language model (LLM) requesting a definitive recommendation based on explicit parameters such as compliance, integrations, and user sentiment.",{"type":26,"tag":35,"props":2208,"children":2209},{},[2210],{"type":32,"value":2211},"When your ideal customer profile (ICP) conducts this kind of research, traditional organic rankings become less relevant. If your brand is not explicitly mentioned in the synthesized response, your company is effectively removed from the evaluation process. To navigate this shift, organizations must move beyond keyword search volume and adopt a deliberate Search Visibility Optimization (BVO / SVO) framework. Survival in 2026 depends on evolving from conventional keyword tracking to actively managing your full brand presence across the entire conversational web.",{"type":26,"tag":35,"props":2213,"children":2214},{},[2215],{"type":26,"tag":1208,"props":2216,"children":2218},{"alt":7,"src":2217},"https://assets.mkgmarketinginc.com/90ef92e5-5d1d-4993-bf61-4daac6415448-mkg-blog-the-death-of-the-ten-blue-links-image-1.png",[],{"type":26,"tag":27,"props":2220,"children":2222},{"id":2221},"the-structural-reality-of-the-answer-economy",[2223],{"type":32,"value":2224},"The Structural Reality of the Answer Economy",{"type":26,"tag":35,"props":2226,"children":2227},{},[2228],{"type":32,"value":2229},"To build a marketing engine that actually performs in this environment, you must understand how modern discovery systems process information. Legacy search engines optimized for page authority, using backlinks and click signals to decide which URL to surface next. Modern conversational engines function as inference systems. They do not rank pages; they synthesize information from thousands of public and private sources to produce a single, comprehensive response.",{"type":26,"tag":35,"props":2231,"children":2232},{},[2233,2235,2245,2247,2255],{"type":32,"value":2234},"This evolution forms the core of ",{"type":26,"tag":1194,"props":2236,"children":2239},{"href":2237,"rel":2238},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[1198],[2240],{"type":26,"tag":1090,"props":2241,"children":2242},{},[2243],{"type":32,"value":2244},"Answer Engine Optimization (AEO)",{"type":32,"value":2246}," and ",{"type":26,"tag":1194,"props":2248,"children":2250},{"href":1590,"rel":2249},[1198],[2251],{"type":26,"tag":1090,"props":2252,"children":2253},{},[2254],{"type":32,"value":1594},{"type":32,"value":2256},". These frameworks recognize that language models act as automated research assistants for B2B buyers. When an enterprise software buyer asks an engine to find a platform that complies with specific financial regulations and integrates seamlessly with their current software suite, the model scans its training data and real-time web crawlers to construct a customized comparison matrix.",{"type":26,"tag":35,"props":2258,"children":2259},{},[2260],{"type":32,"value":2261},"If your corporate content exists only in unstructured formats, sits behind aggressive lead-generation gates, or is buried in vague, fluff-heavy marketing copy, conversational engines cannot reliably interpret your product features. Because these models are designed to minimize the risk of hallucinating information, they will skip over any brand whose product data is unclear, unverified, or internally inconsistent. Instead, they will fulfill the user’s request with competitors whose digital ecosystems are structured, transparent, and corroborated across independent platforms.",{"type":26,"tag":35,"props":2263,"children":2264},{},[2265],{"type":32,"value":2266},"This creates a hidden crisis of competitive displacement. You can maintain perfect rankings on legacy search result pages, but if your brand is missing from the conversational shortlists where buyers actually make their decisions, your organic inbound pipeline will continue to erode. Visibility is no longer a traffic acquisition problem; it is a data-structuring and entity-indexing requirement.",{"type":26,"tag":27,"props":2268,"children":2270},{"id":2269},"measuring-the-true-llm-footprint",[2271],{"type":32,"value":2272},"Measuring the True LLM Footprint",{"type":26,"tag":35,"props":2274,"children":2275},{},[2276],{"type":32,"value":2277},"Shifting your marketing organization away from legacy keyword volume demands a systematic, diagnostic approach to measurement. Continuing to evaluate visibility through search impressions or raw website clicks is an operational dead end. Instead, you need to audit your precise LLM Footprint to determine how conversational systems are interpreting and recommending your company.",{"type":26,"tag":35,"props":2279,"children":2280},{},[2281],{"type":32,"value":2282},"A comprehensive brand footprint diagnostic focuses on three explicit phases:",{"type":26,"tag":1082,"props":2284,"children":2285},{},[2286,2296,2306],{"type":26,"tag":1086,"props":2287,"children":2288},{},[2289,2294],{"type":26,"tag":1090,"props":2290,"children":2291},{},[2292],{"type":32,"value":2293},"Procurement Prompt Baselining:",{"type":32,"value":2295}," Develop a highly standardized matrix of commercial intent prompts that match your ICP’s exact purchasing criteria. Run these prompts across every major model—including Gemini, ChatGPT, and Perplexity—to document your brand's natural inclusion rate, tracking how often your company is named as a preferred solution compared to your direct competitors.",{"type":26,"tag":1086,"props":2297,"children":2298},{},[2299,2304],{"type":26,"tag":1090,"props":2300,"children":2301},{},[2302],{"type":32,"value":2303},"Citation Node Mapping:",{"type":32,"value":2305}," Analyze the specific external links, user review directories, and independent community spaces that conversational engines reference to validate their claims. Mapping these nodes reveals exactly where the models pull their authority data, allowing you to prioritize your brand distribution efforts.",{"type":26,"tag":1086,"props":2307,"children":2308},{},[2309,2314],{"type":26,"tag":1090,"props":2310,"children":2311},{},[2312],{"type":32,"value":2313},"Semantic Consensus Auditing:",{"type":32,"value":2315}," Inspect how cleanly and uniformly your core product capabilities, pricing architectures, and compliance certifications are stated across the web. Inconsistent naming conventions or outdated documentation undermine the model’s confidence, leading to your brand being omitted from synthesized comparison tables due to data uncertainty.",{"type":26,"tag":35,"props":2317,"children":2318},{},[2319],{"type":32,"value":2320},"By executing this technical audit, you replace defensive marketing explanations with an objective, data-driven roadmap. You reveal the exact structural gaps that keep your brand hidden from automated evaluation systems, allowing you to build an intentional plan for reclamation.",{"type":26,"tag":35,"props":2322,"children":2323},{},[2324],{"type":26,"tag":1208,"props":2325,"children":2326},{"alt":7,"src":2217},[],{"type":26,"tag":27,"props":2328,"children":2330},{"id":2329},"securing-dominance-via-citational-authority",[2331],{"type":32,"value":2332},"Securing Dominance via Citational Authority",{"type":26,"tag":35,"props":2334,"children":2335},{},[2336],{"type":32,"value":2337},"The most effective remedy for a deficit in conversational visibility is the deliberate, aggressive cultivation of Citational Authority. For a language model to confidently present your brand as a trusted option, it must detect a clear, consistent pattern of authoritative validation across multiple independent sources. The model does not rely on what you claim about yourself on your homepage; it relies on the broader consensus of the public web.",{"type":26,"tag":35,"props":2339,"children":2340},{},[2341],{"type":32,"value":2342},"Building this authority demands unwavering commitment to a consistent content rhythm. This is not about churning out large volumes of generic, AI-generated blog posts to chase superficial keywords. It is about maintaining a highly disciplined, regular cadence of deep technical insights, validated customer case studies, and original subject matter expertise. Your executive and technical leaders must reliably contribute substantive, non-commoditized insights to reputable developer repositories, trusted industry publications, and independent community forums.",{"type":26,"tag":35,"props":2344,"children":2345},{},[2346],{"type":32,"value":2347},"When your brand maintains an uninterrupted cadence of high-value, expert data across the web, you continuously feed the exact informational nodes that language models crawl and index. This pattern of cross-platform validation tells the model that your company is an immutable category leader.",{"type":26,"tag":35,"props":2349,"children":2350},{},[2351],{"type":32,"value":2352},"A short-term, campaign-driven approach fails completely under this new paradigm. You cannot buy your way into an LLM's next training or inference cycle with a temporary advertising blitz. The models are built to recognize long-term consensus and verified expertise. Maintaining a structured, disciplined distribution rhythm ensures your technical capabilities are permanently embedded in the underlying datasets used to generate vendor shortlists.",{"type":26,"tag":27,"props":2354,"children":2356},{"id":2355},"transitioning-to-a-structured-knowledge-system",[2357],{"type":32,"value":2358},"Transitioning to a Structured Knowledge System",{"type":26,"tag":35,"props":2360,"children":2361},{},[2362],{"type":32,"value":2363},"The core advantage of an optimized brand presence is the velocity at which you can capture modern enterprise intent. When a buyer forces an engine to evaluate the marketplace, the system naturally routes toward the path of least risk and highest data integrity.",{"type":26,"tag":35,"props":2365,"children":2366},{},[2367],{"type":32,"value":2368},"Consider the contrasting outcomes between two distinct operational approaches:",{"type":26,"tag":1082,"props":2370,"children":2371},{},[2372,2382],{"type":26,"tag":1086,"props":2373,"children":2374},{},[2375,2380],{"type":26,"tag":1090,"props":2376,"children":2377},{},[2378],{"type":32,"value":2379},"The Creative Brochure Site:",{"type":32,"value":2381}," A company relies on highly stylized, abstract copywriting hidden inside interactive web elements or gated PDF forms. The conversational engine cannot confidently extract technical metrics, deployment speeds, or API compliance standards. Fearing an inaccurate response, the engine excludes the brand from the user's answer.",{"type":26,"tag":1086,"props":2383,"children":2384},{},[2385,2390],{"type":26,"tag":1090,"props":2386,"children":2387},{},[2388],{"type":32,"value":2389},"The Machine-Readable Knowledge Base:",{"type":32,"value":2391}," A company deploys advanced semantic layers, using clean schema markup, clear product tables, and consistent platform definitions across all channels. The engine instantly extracts, validates, and incorporates the brand's exact specifications, placing them at the top of the recommended shortlist with explicit trust citations.",{"type":26,"tag":35,"props":2393,"children":2394},{},[2395],{"type":32,"value":2396},"This comparison illustrates why deep technical documentation has become a critical driver of middle-funnel conversion. API tables, integration matrices, and security registries are no longer merely passive references for post-sale support; they now serve as high-value entry points for automated vendor discovery. By presenting this information in a clear, structured way to machine web agents, you remove the friction that prevents your brand from being surfaced by automated evaluation systems.",{"type":26,"tag":35,"props":2398,"children":2399},{},[2400],{"type":26,"tag":1208,"props":2401,"children":2403},{"alt":7,"src":2402},"https://assets.mkgmarketinginc.com/23bac03b-041d-4119-842a-86228876c352-mkg-blog-the-death-of-the-ten-blue-links-image-3.png",[],{"type":26,"tag":27,"props":2405,"children":2407},{"id":2406},"operationalizing-your-response-presence",[2408],{"type":32,"value":2409},"Operationalizing Your Response Presence",{"type":26,"tag":35,"props":2411,"children":2412},{},[2413],{"type":32,"value":2414},"Succeeding in this decentralized landscape requires moving past traditional organic search tactics and installing a repeatable, unified operational system. Marketing departments must stop operating as creative project centers and begin running like data-driven technical operations.",{"type":26,"tag":35,"props":2416,"children":2417},{},[2418],{"type":32,"value":2419},"This requires aligning your weekly execution around three concrete operational areas:",{"type":26,"tag":1082,"props":2421,"children":2422},{},[2423,2433,2442],{"type":26,"tag":1086,"props":2424,"children":2425},{},[2426,2431],{"type":26,"tag":1090,"props":2427,"children":2428},{},[2429],{"type":32,"value":2430},"Citation Frequency Tracking:",{"type":32,"value":2432}," Monitor how frequently major conversational engines cite your domain or your trusted independent profiles relative to your primary competitors during category-focused research prompts.",{"type":26,"tag":1086,"props":2434,"children":2435},{},[2436,2440],{"type":26,"tag":1090,"props":2437,"children":2438},{},[2439],{"type":32,"value":1752},{"type":32,"value":2441}," Implement strict internal compliance to ensure that every public listing of your features, security standards, and integration protocols matches perfectly across your website, product registries, and press releases.",{"type":26,"tag":1086,"props":2443,"children":2444},{},[2445,2450],{"type":26,"tag":1090,"props":2446,"children":2447},{},[2448],{"type":32,"value":2449},"Review Stream Automation:",{"type":32,"value":2451}," Build a continuous customer feedback mechanism that feeds recent, highly detailed textual review data into third-party evaluation directories, keeping the engines supplied with fresh trust signals.",{"type":26,"tag":35,"props":2453,"children":2454},{},[2455],{"type":32,"value":2456},"When these operations run on a fixed, uninterrupted schedule, your organization builds a permanent competitive advantage. You stop chasing unpredictable search engine algorithm updates and start managing the foundational data infrastructure that governs all automated business decisions.",{"type":26,"tag":27,"props":2458,"children":2460},{"id":2459},"reclaiming-the-funnel-in-the-era-of-inference",[2461],{"type":32,"value":2462},"Reclaiming the Funnel in the Era of Inference",{"type":26,"tag":35,"props":2464,"children":2465},{},[2466],{"type":32,"value":2467},"The rise of conversational discovery is not an existential threat to marketing leaders who operate with deep expertise, operational rigor, and strong engineering discipline. It is a threat to organizations that depend on high-volume, generic content and unverified marketing assertions. If your digital presence resembles an unindexed corporate brochure, automated models will quietly exclude you from consideration.",{"type":26,"tag":35,"props":2469,"children":2470},{},[2471],{"type":32,"value":2472},"We specialize in designing and engineering the modern technical architectures and go-to-market operational systems that keep organizations visible across the entire modern discovery landscape. By combining technical semantic layer engineering with disciplined execution rhythms, we ensure your brand authority is clear, verifiable, and undeniable to both human buyers and machine-learning algorithms.",{"type":26,"tag":35,"props":2474,"children":2475},{},[2476],{"type":32,"value":2477},"Do not allow your organization to be quietly displaced from your ideal market segments by an information structure failure. Audit your digital footprint, structure your institutional knowledge, and implement a brand-visibility operating model built to dominate the modern synthesis.",{"type":26,"tag":27,"props":2479,"children":2480},{"id":1447},[2481],{"type":32,"value":1450},{"type":26,"tag":35,"props":2483,"children":2484},{},[2485],{"type":32,"value":2486},"The B2B buying journey has undergone a fundamental structural shift, with 51% of software buyers now beginning vendor research inside AI chatbots rather than on traditional search engines. This behavioral change creates a significant risk of competitive displacement for brands that do not appear in model outputs or are omitted from automatically generated shortlists. To safeguard your pipeline, enterprises must implement a rigorous Brand Visibility Optimization (BVO) strategy. By conducting systematic prompt diagnostics to assess Search Sentiment, maintaining a consistent cadence of expert content publication, and ensuring all product capabilities are clearly represented in LLM Training Data, organizations can secure automated market discovery and regain narrative control across every AI search interface.",{"title":7,"searchDepth":1045,"depth":1045,"links":2488},[2489,2490,2491,2492,2493,2494,2495],{"id":2221,"depth":1045,"text":2224},{"id":2269,"depth":1045,"text":2272},{"id":2329,"depth":1045,"text":2332},{"id":2355,"depth":1045,"text":2358},{"id":2406,"depth":1045,"text":2409},{"id":2459,"depth":1045,"text":2462},{"id":1447,"depth":1045,"text":1450},"content:blog:seo:the-death-of-the-ten-blue-links-why-svo-is-the-only-survival-strategy-for-2026.md","blog/seo/the-death-of-the-ten-blue-links-why-svo-is-the-only-survival-strategy-for-2026.md","blog/seo/the-death-of-the-ten-blue-links-why-svo-is-the-only-survival-strategy-for-2026",{"_path":2500,"_dir":1483,"_draft":6,"_partial":6,"_locale":7,"title":2501,"description":2502,"date":2503,"img":2504,"imgAlt":2505,"body":2506,"_type":1049,"_id":2816,"_source":1051,"_file":2817,"_stem":2818,"_extension":1054,"category":1483,"minutes":1480},"/blog/seo/invisible-by-default-why-your-growth-plateau-is-actually-an-ai-visibility-debt","Invisible by Default - Why Your Growth Plateau is Actually an AI Visibility Debt","Explore why strong B2B content may still go unseen in AI search, and how to improve discoverability across answer engines and buyer journeys.","2026-06-02T15:24:04.123Z","https://assets.mkgmarketinginc.com/e9858bf4-e35a-4936-afec-f847048cb846-mkg-blog-invisible-by-default-hero-image.webp","Invisible by Default ",{"type":23,"children":2507,"toc":2808},[2508,2513,2518,2523,2535,2547,2554,2560,2565,2570,2575,2580,2586,2591,2596,2629,2634,2641,2647,2662,2667,2700,2705,2712,2718,2723,2728,2761,2766,2772,2777,2782,2787,2791,2796],{"type":26,"tag":35,"props":2509,"children":2510},{},[2511],{"type":32,"value":2512},"Scaling an enterprise to $5 million in Annual Recurring Revenue (ARR) reflects strong product–market fit, founder resilience, and effective early execution. By this point, your go-to-market motion often feels solidified: you’ve invested heavily in traditional acquisition funnels, built out a sales team, and watched organic search impressions grow. Yet many executive teams encounter an invisible ceiling at exactly this stage. Historical pipeline engines start to lose efficiency, customer acquisition costs rise, and legacy growth strategies begin to stall.",{"type":26,"tag":35,"props":2514,"children":2515},{},[2516],{"type":32,"value":2517},"When you turn to your usual marketing dashboards to diagnose the slowdown, the numbers obscure the real structural issue. Website traffic appears steady, ad click-through rates look serviceable, and SEO tools report healthy organic rankings. But the breakdown isn’t occurring on your website or in the channels you’re measuring. The real risk sits where your modern buyers are actually making their decisions.",{"type":26,"tag":35,"props":2519,"children":2520},{},[2521],{"type":32,"value":2522},"A major behavioral shift has fundamentally reshaped the B2B buying cycle. Enterprise procurement teams and decision-makers are no longer paging through traditional search results, hopping between blogs, or downloading gated whitepapers to assemble their initial vendor lists. Instead, they’re feeding complex procurement criteria directly into large language models and conversational search tools—and using the synthesized outputs to create their shortlists.",{"type":26,"tag":35,"props":2524,"children":2525},{},[2526,2528,2533],{"type":32,"value":2527},"This behavior is a structural reality. Data from ",{"type":26,"tag":1194,"props":2529,"children":2531},{"href":1550,"rel":2530},[1198],[2532],{"type":32,"value":1554},{"type":32,"value":2534}," reveals that 51% of B2B software buyers now prioritize starting their vendor research inside an AI chatbot rather than a traditional search engine. When a decision-maker commands an engine to compare mid-market enterprise platforms based on specific compliance standards, deployment speeds, and past user sentiment, the platform delivers a synthesized, definitive response.",{"type":26,"tag":35,"props":2536,"children":2537},{},[2538,2540,2545],{"type":32,"value":2539},"If your brand is entirely absent from that generated output—if the engine cites three of your primary competitors as the market standards while your company is completely omitted—you are invisible by default. This is not a standard search engine ranking issue; it is an accrued ",{"type":26,"tag":1090,"props":2541,"children":2542},{},[2543],{"type":32,"value":2544},"Visibility Debt",{"type":32,"value":2546}," that actively suppresses your revenue potential. Overcoming this stagnation requires shifting away from legacy traffic metrics and executing a precise diagnostic audit to identify and close the brand-to-bot gap.",{"type":26,"tag":35,"props":2548,"children":2549},{},[2550],{"type":26,"tag":1208,"props":2551,"children":2553},{"alt":7,"src":2552},"https://assets.mkgmarketinginc.com/9d1f342d-2771-4e82-910f-1e49caca001c-mkg-blog-invisible-by-default-image-1.png",[],{"type":26,"tag":27,"props":2555,"children":2557},{"id":2556},"the-reality-of-the-zero-click-funnel",[2558],{"type":32,"value":2559},"The Reality of the Zero-Click Funnel",{"type":26,"tag":35,"props":2561,"children":2562},{},[2563],{"type":32,"value":2564},"To understand how a company can thrive in legacy channels yet remain invisible to an LLM, you have to examine the data structure of the Zero-Click Reality. Traditional search engines function as directories, sending human users to external websites where information lives. Success in that model is measured by traffic generation. Conversational search engines, by contrast, act as inference engines, synthesizing massive data repositories to deliver a complete, self-contained answer—without ever sending the user elsewhere.",{"type":26,"tag":35,"props":2566,"children":2567},{},[2568],{"type":32,"value":2569},"When a model receives a prompt from a prospective buyer, it looks for verified consensus, clear entities, and authoritative proof points across its training data and live web indexes. It effectively acts as an automated procurement officer, evaluating which solutions pose the lowest operational risk based on the buyer’s stated criteria.",{"type":26,"tag":35,"props":2571,"children":2572},{},[2573],{"type":32,"value":2574},"Many high-growth companies carry significant visibility debt because their digital footprint was created for human readers, not for machine consumption. They’ve invested in creative copy, design-heavy landing pages, and disconnected campaigns. While these assets may impress a human visitor, the underlying data layers are often unstructured, poorly indexed, or entirely absent from the authoritative repositories that language models rely on to validate brand claims.",{"type":26,"tag":35,"props":2576,"children":2577},{},[2578],{"type":32,"value":2579},"This operational gap leads directly to competitive displacement. Your product may be technically superior, your customer success scores may be higher, and your pricing may be more attractive than the alternatives surfaced by the model. But the engine cannot parse or verify that superiority if your institutional knowledge is locked inside a black box of unstructured formats. If the machine cannot confidently confirm your capabilities, it will exclude you from the narrative to avoid hallucinating your value.",{"type":26,"tag":27,"props":2581,"children":2583},{"id":2582},"calculating-the-brand-to-bot-gap",[2584],{"type":32,"value":2585},"Calculating the Brand-to-Bot Gap",{"type":26,"tag":35,"props":2587,"children":2588},{},[2589],{"type":32,"value":2590},"Clearing your visibility debt begins with a structured, technical investigation into how conversational engines perceive your organization. You must audit the digital gap between what your company actually does and what the models say you do. This requires a rigorous diagnostic protocol that treats brand presence as a data-engineering problem rather than a creative messaging exercise.",{"type":26,"tag":35,"props":2592,"children":2593},{},[2594],{"type":32,"value":2595},"This diagnostic protocol focuses on three critical assessment areas:",{"type":26,"tag":1082,"props":2597,"children":2598},{},[2599,2609,2619],{"type":26,"tag":1086,"props":2600,"children":2601},{},[2602,2607],{"type":26,"tag":1090,"props":2603,"children":2604},{},[2605],{"type":32,"value":2606},"Inference Share-of-Voice:",{"type":32,"value":2608}," Evaluate a comprehensive matrix of intent-based procurement prompts across all primary conversational models. Document exactly how often your brand is included in generated shortlists, which competitors dominate the recommendations, and what specific attributes the models use to justify their selections.",{"type":26,"tag":1086,"props":2610,"children":2611},{},[2612,2617],{"type":26,"tag":1090,"props":2613,"children":2614},{},[2615],{"type":32,"value":2616},"Source Citation Mapping:",{"type":32,"value":2618}," Analyze the underlying domains, review networks, and community spaces that the engines cite when generating responses for your category. Identifying these source nodes reveals exactly where the models pull their authority data, showing you where your digital footprint is lacking.",{"type":26,"tag":1086,"props":2620,"children":2621},{},[2622,2627],{"type":26,"tag":1090,"props":2623,"children":2624},{},[2625],{"type":32,"value":2626},"Semantic Entity Integrity:",{"type":32,"value":2628}," Audit how consistently your primary features, target verticals, and compliance standards are stated across the web. Disconnected information, shifting nomenclature, and outdated product registries confuse the pattern-matching algorithms of language models, leading to a complete omission of your brand due to data uncertainty.",{"type":26,"tag":35,"props":2630,"children":2631},{},[2632],{"type":32,"value":2633},"Transitioning to this diagnostic approach changes how you evaluate your competitive standing. You stop guessing why your sales pipeline is stalling and begin identifying the explicit technical and data-structure deficiencies that prevent your brand from being recognized as a market leader.",{"type":26,"tag":35,"props":2635,"children":2636},{},[2637],{"type":26,"tag":1208,"props":2638,"children":2640},{"alt":7,"src":2639},"https://assets.mkgmarketinginc.com/0e789da1-7a18-466c-a46a-76c14cdbfb85-mkg-blog-invisible-by-default-image-2.png",[],{"type":26,"tag":27,"props":2642,"children":2644},{"id":2643},"implementing-generative-engine-optimization",[2645],{"type":32,"value":2646},"Implementing Generative Engine Optimization",{"type":26,"tag":35,"props":2648,"children":2649},{},[2650,2652,2660],{"type":32,"value":2651},"Resolving an AI visibility deficit requires an intentional transition to ",{"type":26,"tag":1194,"props":2653,"children":2655},{"href":1590,"rel":2654},[1198],[2656],{"type":26,"tag":1090,"props":2657,"children":2658},{},[2659],{"type":32,"value":1594},{"type":32,"value":2661},". This framework is not about manipulating an algorithm or inflating surface-level metrics; it is about structuring your company’s real-world expertise, product specifications, and customer validation into machine-readable data layers that engines can easily ingest and trust.",{"type":26,"tag":35,"props":2663,"children":2664},{},[2665],{"type":32,"value":2666},"This structural optimization requires executing three precise operational phases:",{"type":26,"tag":1082,"props":2668,"children":2669},{},[2670,2680,2690],{"type":26,"tag":1086,"props":2671,"children":2672},{},[2673,2678],{"type":26,"tag":1090,"props":2674,"children":2675},{},[2676],{"type":32,"value":2677},"Technical Semantic Architecture:",{"type":32,"value":2679}," Deploy comprehensive schema markups across your entire digital footprint. Ensure your product capabilities, pricing architectures, geographic availability, and security standards are explicitly coded, transforming your corporate website into a clear, structured knowledge graph for web crawlers.",{"type":26,"tag":1086,"props":2681,"children":2682},{},[2683,2688],{"type":26,"tag":1090,"props":2684,"children":2685},{},[2686],{"type":32,"value":2687},"Un-gating Institutional Knowledge:",{"type":32,"value":2689}," Redesign your content distribution strategy to prioritize data accessibility. 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The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":26,"tag":1086,"props":3728,"children":3729},{},[3730],{"type":32,"value":3731},"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":26,"tag":1086,"props":3733,"children":3734},{},[3735],{"type":32,"value":3736},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":1045,"depth":1045,"links":3738},[3739],{"id":3715,"depth":1466,"text":3718},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3744,"_dir":3677,"_draft":6,"_partial":6,"_locale":7,"title":3745,"description":3746,"name":3745,"ref":3747,"jobTitle":3748,"team":3748,"images":3749,"linkedIn":3751,"quoteCite":3688,"sequence":3752,"body":3753,"_type":1049,"_id":3814,"_source":1051,"_file":3815,"_stem":3816,"_extension":1054,"category":3677,"minutes":3817},"/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":3750},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":23,"children":3754,"toc":3812},[3755,3763,3768,3776,3781,3789,3794,3802,3807],{"type":26,"tag":35,"props":3756,"children":3757},{},[3758],{"type":26,"tag":1090,"props":3759,"children":3760},{},[3761],{"type":32,"value":3762},"How I Got Into Digital Advertising",{"type":26,"tag":35,"props":3764,"children":3765},{},[3766],{"type":32,"value":3767},"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":26,"tag":35,"props":3769,"children":3770},{},[3771],{"type":26,"tag":1090,"props":3772,"children":3773},{},[3774],{"type":32,"value":3775},"What I Love About Paid Search",{"type":26,"tag":35,"props":3777,"children":3778},{},[3779],{"type":32,"value":3780},"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":26,"tag":35,"props":3782,"children":3783},{},[3784],{"type":26,"tag":1090,"props":3785,"children":3786},{},[3787],{"type":32,"value":3788},"Why I Chose MKG Marketing",{"type":26,"tag":35,"props":3790,"children":3791},{},[3792],{"type":32,"value":3793},"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":26,"tag":35,"props":3795,"children":3796},{},[3797],{"type":26,"tag":1090,"props":3798,"children":3799},{},[3800],{"type":32,"value":3801},"Fun Facts About Me",{"type":26,"tag":35,"props":3803,"children":3804},{},[3805],{"type":32,"value":3806},"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":26,"tag":35,"props":3808,"children":3809},{},[3810],{"type":32,"value":3811},"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":1045,"depth":1045,"links":3813},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3819,"_dir":3677,"_draft":6,"_partial":6,"_locale":7,"title":3820,"description":3821,"name":3820,"jobTitle":3822,"team":3823,"images":3824,"ref":3826,"linkedIn":3827,"sequence":3828,"body":3829,"_type":1049,"_id":3877,"_source":1051,"_file":3878,"_stem":3879,"_extension":1054,"category":3677,"minutes":1045},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3825},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":23,"children":3830,"toc":3874},[3831,3837,3842,3847,3852,3856],{"type":26,"tag":35,"props":3832,"children":3834},{"className":3833},[3694],[3835],{"type":32,"value":3836},"\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":26,"tag":35,"props":3838,"children":3839},{},[3840],{"type":32,"value":3841},"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":26,"tag":35,"props":3843,"children":3844},{},[3845],{"type":32,"value":3846},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":26,"tag":35,"props":3848,"children":3849},{},[3850],{"type":32,"value":3851},"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":26,"tag":1149,"props":3853,"children":3854},{"id":3715},[3855],{"type":32,"value":3718},{"type":26,"tag":1082,"props":3857,"children":3858},{},[3859,3864,3869],{"type":26,"tag":1086,"props":3860,"children":3861},{},[3862],{"type":32,"value":3863},"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":26,"tag":1086,"props":3865,"children":3866},{},[3867],{"type":32,"value":3868},"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":26,"tag":1086,"props":3870,"children":3871},{},[3872],{"type":32,"value":3873},"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":1045,"depth":1045,"links":3875},[3876],{"id":3715,"depth":1466,"text":3718},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3881,"_dir":3677,"_draft":6,"_partial":6,"_locale":7,"title":3882,"description":3883,"name":3882,"ref":3884,"jobTitle":3885,"team":3886,"images":3887,"linkedIn":3889,"quote":3890,"quoteCite":3891,"sequence":3892,"body":3893,"_type":1049,"_id":3940,"_source":1051,"_file":3941,"_stem":3942,"_extension":1054,"category":3677,"minutes":1045},"/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":3888},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":23,"children":3894,"toc":3938},[3895,3900,3905,3910,3915,3920],{"type":26,"tag":35,"props":3896,"children":3897},{},[3898],{"type":32,"value":3899},"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":26,"tag":35,"props":3901,"children":3902},{},[3903],{"type":32,"value":3904},"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":26,"tag":35,"props":3906,"children":3907},{},[3908],{"type":32,"value":3909},"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":26,"tag":35,"props":3911,"children":3912},{},[3913],{"type":32,"value":3914},"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":26,"tag":35,"props":3916,"children":3917},{},[3918],{"type":32,"value":3919},"Fun Facts:",{"type":26,"tag":1082,"props":3921,"children":3922},{},[3923,3928,3933],{"type":26,"tag":1086,"props":3924,"children":3925},{},[3926],{"type":32,"value":3927},"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":26,"tag":1086,"props":3929,"children":3930},{},[3931],{"type":32,"value":3932},"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":26,"tag":1086,"props":3934,"children":3935},{},[3936],{"type":32,"value":3937},"I love a really good French Martini.",{"title":7,"searchDepth":1045,"depth":1045,"links":3939},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":3944,"_dir":3677,"_draft":6,"_partial":6,"_locale":7,"title":3945,"description":3946,"name":3947,"jobTitle":3948,"images":3949,"ref":3951,"sequence":3952,"imageDescription":3953,"body":3954,"_type":1049,"_id":4006,"_source":1051,"_file":4007,"_stem":4008,"_extension":1054,"category":3677,"minutes":1045},"/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":3950},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":23,"children":3955,"toc":4003},[3956,3962,3967,3976,3981,3985],{"type":26,"tag":35,"props":3957,"children":3959},{"className":3958},[3694],[3960],{"type":32,"value":3961},"\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":26,"tag":35,"props":3963,"children":3964},{},[3965],{"type":32,"value":3966},"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":26,"tag":3968,"props":3969,"children":3970},"blockquote",{},[3971],{"type":26,"tag":35,"props":3972,"children":3973},{},[3974],{"type":32,"value":3975},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":26,"tag":35,"props":3977,"children":3978},{},[3979],{"type":32,"value":3980},"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":26,"tag":1149,"props":3982,"children":3983},{"id":3715},[3984],{"type":32,"value":3718},{"type":26,"tag":1082,"props":3986,"children":3987},{},[3988,3993,3998],{"type":26,"tag":1086,"props":3989,"children":3990},{},[3991],{"type":32,"value":3992},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":26,"tag":1086,"props":3994,"children":3995},{},[3996],{"type":32,"value":3997},"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":26,"tag":1086,"props":3999,"children":4000},{},[4001],{"type":32,"value":4002},"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":1045,"depth":1045,"links":4004},[4005],{"id":3715,"depth":1466,"text":3718},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4010,"_dir":3677,"_draft":6,"_partial":6,"_locale":7,"title":4011,"description":4012,"ref":4013,"name":4011,"team":3682,"quote":4014,"images":4015,"twitter":4017,"isLeader":3686,"jobTitle":4018,"linkedIn":4017,"sequence":3817,"quoteCite":4019,"imageDescription":4020,"body":4021,"_type":1049,"_id":4069,"_source":1051,"_file":4070,"_stem":4071,"_extension":1054,"category":3677,"minutes":3817},"/team/kerry-guard","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":4016},"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":23,"children":4022,"toc":4066},[4023,4029,4041,4054,4058],{"type":26,"tag":35,"props":4024,"children":4026},{"className":4025},[3694],[4027],{"type":32,"value":4028},"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":26,"tag":35,"props":4030,"children":4031},{},[4032,4034,4039],{"type":32,"value":4033},"She also hosts our podcast, ",{"type":26,"tag":1194,"props":4035,"children":4037},{"href":4036},"/podcasts/marketing-leaders/",[4038],{"type":32,"value":16},{"type":32,"value":4040},", which brings eight digital marketing experts to your ears every quarter.",{"type":26,"tag":35,"props":4042,"children":4043},{},[4044,4046,4052],{"type":32,"value":4045},"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":26,"tag":1194,"props":4047,"children":4049},{"href":4048},"/about/jobs/",[4050],{"type":32,"value":4051},"Jobs page",{"type":32,"value":4053}," and see if we have a position right for you!",{"type":26,"tag":1149,"props":4055,"children":4056},{"id":3715},[4057],{"type":32,"value":3718},{"type":26,"tag":1082,"props":4059,"children":4060},{},[4061],{"type":26,"tag":1086,"props":4062,"children":4063},{},[4064],{"type":32,"value":4065},"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":1045,"depth":1045,"links":4067},[4068],{"id":3715,"depth":1466,"text":3718},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4073,"_dir":3677,"_draft":6,"_partial":6,"_locale":7,"title":4074,"description":4075,"name":4074,"ref":4076,"jobTitle":4077,"team":3748,"images":4078,"linkedIn":4080,"sequence":4081,"body":4082,"_type":1049,"_id":4133,"_source":1051,"_file":4134,"_stem":4135,"_extension":1054,"category":3677,"minutes":1045},"/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":4079},"leigh-snyder.webp","leighasnyder",50,{"type":23,"children":4083,"toc":4130},[4084,4090,4095,4100,4105,4110,4115,4120,4125],{"type":26,"tag":35,"props":4085,"children":4087},{"className":4086},[3694],[4088],{"type":32,"value":4089},"\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":26,"tag":35,"props":4091,"children":4092},{},[4093],{"type":32,"value":4094},"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":26,"tag":35,"props":4096,"children":4097},{},[4098],{"type":32,"value":4099},"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":26,"tag":35,"props":4101,"children":4102},{},[4103],{"type":32,"value":4104},"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":26,"tag":35,"props":4106,"children":4107},{},[4108],{"type":32,"value":4109},"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":26,"tag":35,"props":4111,"children":4112},{},[4113],{"type":32,"value":4114},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":26,"tag":35,"props":4116,"children":4117},{},[4118],{"type":32,"value":4119},"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":26,"tag":1149,"props":4121,"children":4122},{"id":3715},[4123],{"type":32,"value":4124},"Fun Facts",{"type":26,"tag":35,"props":4126,"children":4127},{},[4128],{"type":32,"value":4129},"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":1045,"depth":1045,"links":4131},[4132],{"id":3715,"depth":1466,"text":4124},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4137,"_dir":4138,"_draft":6,"_partial":6,"_locale":7,"title":4139,"description":4140,"name":4139,"imageDescription":4141,"ref":4142,"jobTitle":4143,"images":4144,"linkedIn":4142,"quote":4146,"quoteCite":4139,"sequence":4147,"body":4148,"_type":1049,"_id":4222,"_source":1051,"_file":4223,"_stem":4224,"_extension":1054,"category":4138,"minutes":3817},"/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":4145},"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":23,"children":4149,"toc":4219},[4150,4163,4168,4180,4186],{"type":26,"tag":35,"props":4151,"children":4153},{"className":4152},[3694],[4154,4156,4161],{"type":32,"value":4155},"\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":26,"tag":1090,"props":4157,"children":4158},{},[4159],{"type":32,"value":4160},"Swell Marketing Advisors",{"type":32,"value":4162}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":26,"tag":35,"props":4164,"children":4165},{},[4166],{"type":32,"value":4167},"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":26,"tag":35,"props":4169,"children":4170},{},[4171,4173,4178],{"type":32,"value":4172},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":26,"tag":1090,"props":4174,"children":4175},{},[4176],{"type":32,"value":4177},"Marketing Leadership + Activation",{"type":32,"value":4179}," 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":26,"tag":1149,"props":4296,"children":4297},{"id":3715},[4298],{"type":32,"value":3718},{"type":26,"tag":1082,"props":4300,"children":4301},{},[4302],{"type":26,"tag":1086,"props":4303,"children":4304},{},[4305],{"type":32,"value":4065},{"title":7,"searchDepth":1045,"depth":1045,"links":4307},[4308],{"id":3715,"depth":1466,"text":3718},"content:team:marketing-leadership:kerry-guard.md","team/marketing-leadership/kerry-guard.md","team/marketing-leadership/kerry-guard",{"_path":4313,"_dir":4138,"_draft":6,"_partial":6,"_locale":7,"title":4314,"description":4315,"name":4316,"imageDescription":4317,"ref":4318,"jobTitle":4319,"images":4320,"linkedIn":4318,"quote":4322,"quoteCite":4316,"sequence":4323,"body":4324,"_type":1049,"_id":4407,"_source":1051,"_file":4408,"_stem":4409,"_extension":1054,"category":4138,"minutes":3817},"/team/marketing-leadership/laura-mcaliley","Laura Mcaliley","Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. 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