Buyers of B2B products and services no longer just rely on Google for product or vendor research, they’re also relying on search engine solutions. They engage with ChatGPT, Perplexity and Gemini and Google AI Overviews to define complex topics, compare providers, shortlist tools, and more. As a result, AEO...
B2B purchasing has evolved from a single thread to a group purchasing scenario. The “13+9 problem” reflects multi-stakeholder marketing. That is, every purchase in a modern business organization includes 13 internal stakeholders in addition to 9 external influencers. It is a feature that makes every interaction an act of...
A Demand Generation Campaign can always get clicks, downloads and/or form fills but still not generate meaningful business results. The issue is seldom a simple one. Inconsistency with targeting, offer clarity, messaging, lead quality, follow-up, and measurement are all potential reasons for decreased campaign performance. Within B2B teams, impressions...
