Evidence-based thinking for strategic marketers

For a decade, B2B marketing relied on a relatively predictable model: buyers search for information, find your content in organic results, click through to your site, and enter your nurture system. Th...

Here is the uncomfortable truth first: you cannot see the queries. There is no Search Console for chatbots, no keyword report for AI assistants, no dashboard anywhere that shows you what buyers in you...

Your next buyer probably will not find you the way your last one did. They will ask an AI assistant to compare the options in your category, read a synthesised answer that names three or four vendors,...