Practical, research-backed thinking on B2B digital marketing — trends, full-funnel strategy, AI campaigns, and predictable lead generation.
Content that ranks on page 1 of Google but gets ignored by Google’s AI Overview is content that’s losing ground. A growing share of your audience receives an answer without clicking anywhere. For content marketers, AEO is the discipline that decides whether your content is the source of that answer or invisible to it. Answer […]
When a SaaS buyer asks ChatGPT to recommend a project management tool for a 200-person engineering team, your brand either appears in that answer or a competitor’s does. There’s no page-two equivalent in AI-generated responses — you’re cited or you’re absent. For tech companies whose buyers now routinely use AI tools in vendor research, that […]
SHORT ANSWERMost B2B websites fail to convert because they are built like brochures, not conversion tools. The value proposition is vague, the copy is full of jargon, the call to action is weak, and the contact form asks for nothing useful. Fix those four and lead volume climbs without a single extra visitor. Your B2B […]
AEO vs GEO vs SEO: What Every B2B Marketer Needs to Know Three years ago, B2B marketing teams had one organic search discipline to manage. Today they have three – SEO, AEO, and GEO – each with distinct signals, different content requirements, and separate measurement frameworks. The teams treating them as the same thing are […]
Google AI Overviews answer many queries directly on the results page, so fewer people click through to websites. Pew Research Center (July 2025) found users clicked a link on 8% of searches that showed an AI Overview, against 15% without one. Informational and top-of-funnel pages lose the most traffic; high-intent and cited pages hold up. […]
Most B2B tech companies have an SEO problem they’ve misdiagnosed. The symptom looks like low organic traffic. The actual problem is a strategy built around the wrong objectives – rankings and sessions instead of qualified pipeline. Fix the objectives and most of the mistakes fix themselves. SaaS, cybersecurity, and FinTech operate in some of the […]
Targeting one keyword at a time in a competitive B2B market is a strategy that produces diminishing returns. The companies dominating their categories are winning entire topic areas. Topic clusters are how that happens. Traditional keyword-by-keyword SEO made sense when search was simpler. Pick a term, write a page, build links to it, rank. In […]
How to turn heatmaps, session recordings, and behaviour data into conversion decisions, using the exact playbook we ran at Builder.ai. Heatmaps are the most-installed, least-used tool in marketing. A team signs up for Hotjar, watches a few session recordings in the first week, nods at the pretty red-and-blue overlays, and never opens it again. The […]
B2B marketing in 2026 doesn’t look like it did even two years ago. The buyer changed, the channels changed, and the tactics that used to carry your growth quietly stopped working. None of what follows is a forecast. It’s measurable, it’s happening now, and the only real question is whether your marketing has caught up. […]
Ask most B2B teams to describe their strategy and you’ll get a list of tactics: some paid search, a bit of LinkedIn, a newsletter, an SEO project. Tactics aren’t a strategy. A full-funnel strategy is the decision about how those pieces hand off to each other, and how you split the budget between the buyers […]
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