I recently had dinner with my great and GSI Co-Founder friend Jeremy Sanchez, and our conversation turned to where AI is taking marketing and search. Jeremy was telling me where he thought it was going and used the term “invocation,” and it struck me immediately as the right word for the even larger AI shift […]
Invocation: The Next Frontier of Discoverability Read More »
Introduction: The Changing Landscape of B2B Lead Generation For over a decade, B2B marketing teams have perfected a simple, high-performing strategy: create valuable content, gate it behind a form, and trade insight for identity. Whitepapers, eBooks, webinars, and proprietary research fuel demand generation, fueling email campaigns, sales pipelines, and attribution models. And it worked—very well:
Navigating the AI Search Era: A B2B Guide to Gated Content and AI Visibility Read More »
FAQ pages must evolve beyond keyword-matching blurbs used as featured snippet bait into intent connectors by creating a chain of answers that anticipates and guides users deeper into their answer journey, creating a more cohesive, intelligent brand experience. In the age of AI agents and predictive search, the FAQ isn’t the end of the answer—it’s
Evolve FAQs from Snippet Bait into Intent Connectors Read More »
During my recent family trip to Japan, I encountered several instances where I felt companies could have improved their responses by providing more straightforward and easily accessible answers to my questions. Since I couldn’t find the answers I needed on their website or Google, I often turned to ChatGPT and other AI tools to get
In the new Answer Economy do you need a VP of Answers? Read More »
