Category: Marketing blog

Marketing leadership decisions used to be about where to allocate resources between known channels like paid, content, events, and email. Each of these channels has established performance benchmarks and predictable customer acquisition cost (CAC) ranges. But now, that framework is...

Product marketing’s core job is positioning: Deciding how a product should be described, what category it competes in, and which differentiators matter most to buyers. The results are deployed through sales, content, and campaigns. But now there’s a channel that...

Demand generation has been built around the assumption that buyers will come to a brand when they are ready to learn about its category, whether through search, ads, content, or other channels. The funnel starts when a prospect arrives somewhere...

Buyer behavior has changed since the advent of artificial intelligence. Now, before ever filling out a form or clicking an ad, prospects are likely asking AI for recommendations, comparing vendors, and gathering answers. Those interactions shape which companies make the...

Enterprise brand teams face a complex version of AEO that most tools weren’t built for. A single brand might span a dozen product lines, operate in multiple languages, and compete in markets where local answer engines have their own citation...

Clients are asking about AEO. Some have seen competitors show up in AI results and want to know what it means. Others have read that AI is changing how buyers find vendors and want to know what their agency is...

Digital PR has always been about earning coverage that influences the audience you can’t reach through paid channels. While the value proposition of digital PR hasn’t changed, the definition of “showing up” has. When buyers use answer engines to research...

A few weeks back, I stumbled across a Reddit post that talked about the first measurement ever taken of Mount Everest. Rather than listing the exact measurement of 29,000 feet, the British Royal Geographical Society declared Mount Everest’s elevation to...

As long as I’ve been in marketing, people have warned against focusing on “vanity metrics,” or those flashy, high numbers that don’t translate to real results or profit. Fast forward a decade, I never expected traffic and search rank to...