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Ask a B2B marketing team how paid media is performing and you’ll get a confident answer: cost per click is down, conversion rates are up, ROAS looks healthy. Ask the same team what paid media contributed to pipeline last quarter, in dollars, and the room goes quiet.
That gap is the whole problem. In a category where buyers are CEOs, CFOs, and HR leaders evaluating s...
GA Linking and Campaign Data Import are two Google Analytics setup steps that most advertisers overlook. Customers who link their Google Ads or Google Marketing Platform accounts to Google Analytics are correlated with a 23% increase in conversions and a 10% reduction in cost per conversion. Those who have not done it are leaving that perform...
If you’re still debating whether AI search is something to watch rather than act on, the data is making that harder to hold. Right now, 30% of consumers use AI for product research. A year ago, that figure was 12%. And roughly 40% of Google results now include an AI Overview, meaning people are reading AI-generated answers without choosing to.
How many peop...Threads, Instagram, TikTok — one by one, platforms are rolling out tools that let users explicitly tell the algorithm what they want to see. Topic sliders. Interest toggles. Content preference menus. The framing is: users are finally in control.
The problem with that framing is that users have always been in control. They just didn’t need a menu to exercise it.
...Every month, I find myself in a meeting – either internal, with a client or a prospect – where a senior leader asks me a version of the same sharp question. They might be phrased differently at times, but they all point back to a central challenge: “what is the role or purpose of SEO now and why should I pay an agency to do it?”
These aren’t bad questions. They’re t...