[{"data":1,"prerenderedAt":4734},["ShallowReactive",2],{"podcast-marketing-leaders-ai-fluency-is-the-new-competitive-advantage":3,"header-articles":797,"updatesSection-all":2824,"updatesSection-all-team":3750},{"_path":4,"_dir":5,"_draft":6,"_partial":6,"_locale":7,"title":8,"description":9,"date":10,"audio":11,"episode":14,"minutes":15,"series":16,"guest":17,"guesturl":18,"seotitle":8,"iframe":19,"guestimg":20,"authors":21,"guestabout":23,"body":24,"_type":791,"_id":792,"_source":793,"_file":794,"_stem":795,"_extension":796,"category":5},"/podcasts/marketing-leaders/ai-fluency-is-the-new-competitive-advantage","marketing-leaders",false,"","AI Fluency Is the New Competitive Advantage","Megan Ratcliff discusses why successful AI adoption has far less to do with tools and far more to do with people, processes, and organizational change. She shares how companies can move beyond experimentation to build true AI fluency, establish governance, create stronger context and data systems, and redesign work around outcomes rather than traditional roles—all while keeping human creativity, judgment, and innovation at the center of the business.","2026-06-18T17:54:10.456Z",{"url":12,"length":13},"https://share.transistor.fm/s/a1595ab7","57181935","222","48","Back on T-R-A-C-K","Megan Ratcliff","https://www.linkedin.com/in/megan-ratcliff/","https://share.transistor.fm/e/a1595ab7","https://assets.mkgmarketinginc.com/5cf95563-45e9-4138-9bbe-de1b0855c9f9-megan-ratcliff.webp",[22],"Kerry Guard","Megan Ratcliff helps organizations turn AI from a promising tool into a practical advantage by building AI fluency, redesigning workflows, and empowering teams to do their best work.",{"type":25,"children":26,"toc":786},"root",[27,36,42,48,53,58,63,68,73,78,83,88,93,98,103,108,113,118,123,128,133,138,143,148,153,158,163,168,173,178,183,188,193,198,203,208,213,218,223,228,233,238,243,248,253,258,263,268,273,278,283,287,292,297,302,307,312,317,322,327,332,337,342,347,352,357,362,367,372,377,382,387,392,397,402,407,412,417,422,427,432,437,442,447,452,457,462,467,472,477,482,487,492,496,501,506,511,516,521,526,531,536,541,546,551,556,561,566,571,576,581,586,591,596,601,606,611,616,621,626,631,636,641,646,651,656,661,666,671,676,681,686,691,696,701,706,711,716,721,726,731,736,741,746,751,756,761,766,771,776,781],{"type":28,"tag":29,"props":30,"children":32},"element","h2",{"id":31},"overview",[33],{"type":34,"value":35},"text","Overview",{"type":28,"tag":37,"props":38,"children":39},"p",{},[40],{"type":34,"value":41},"Megan explains why many organizations are approaching AI the wrong way by focusing on tools instead of transformation. She breaks down the foundational elements of successful AI adoption—including fluency, governance, context, data, and human judgment—and explores how companies can reorganize around outcomes rather than outdated workflows. The conversation reinforces a central theme: AI should amplify human potential, not replace it, and the organizations that thrive will be the ones that use technology to unlock new value rather than simply reduce headcount.",{"type":28,"tag":29,"props":43,"children":45},{"id":44},"transcript",[46],{"type":34,"value":47},"Transcript:",{"type":28,"tag":37,"props":49,"children":50},{},[51],{"type":34,"value":52},"Kerry Guard  0:15  ",{"type":28,"tag":37,"props":54,"children":55},{},[56],{"type":34,"value":57},"Hello, and welcome back to Back on Track. I'm Kerry Guard, your host and the CEO of MKG Marketing. Quick word on what we do, because visibility gets thrown around a lot. Getting found today takes three things working together: SEO, so Google ranks you, AEO, so you show up in Google's answer engine, and geo, so you get cited inside the LLMs like ChatGPT, Perplexity, Gemini, et cetera, where your buyers are not asking, where buyers are now asking their questions. You need all three. That's why we built our search visibility optimization framework. It lays the foundation, so your content actually gets cited where people are searching, not buried on page two. Welcome to the show. I'm so excited for this episode. This show is for the marketing and go-to marketing leaders, figuring out how to do more meaningful work, often with inner teams, more tools, and a whole lot of noise, mostly about AI. If that's you, you're not behind; you probably just jumped in the middle, and we're here to get you back to the beginning in the right order. And my guest today is thinking harder than just about anyone about what the beginning actually looks like. I'm so happy to introduce Megan Ratcliffe, partner at Clarity In Motion Collective. Megan has deep demand gen roots, and after leading an AI transformation inside a high-stakes GTM org, she and her partners, Keryn and Asma, set out to do something bigger: help revenue teams turn AI from an abstract promise into a real operational advantage with speed, with humanity, and without replacing the people who make a company worth buying from. She's not just teaching teams to use AI, she's helping them rethink the whole shape of how work gets done. Megan, welcome to the show.",{"type":28,"tag":37,"props":59,"children":60},{},[61],{"type":34,"value":62},"Megan Ratcliff  2:02  ",{"type":28,"tag":37,"props":64,"children":65},{},[66],{"type":34,"value":67},"Oh, thank you for having me. I'm excited to be here.",{"type":28,"tag":37,"props":69,"children":70},{},[71],{"type":34,"value":72},"Kerry Guard  2:05  ",{"type":28,"tag":37,"props":74,"children":75},{},[76],{"type":34,"value":77},"Oh, I've been looking forward to this. I am super excited as well. Let's get right into it. You, for folks meeting you for the first time, tell us about Clarity in Motion Collective. You and Carolyn did the AI transformation at your last company. People started asking you to come speak, and you basically went, 'Wait, this is the most fun we've ever had. Take us back to that moment. What made you jump in?",{"type":28,"tag":37,"props":79,"children":80},{},[81],{"type":34,"value":82},"Megan Ratcliff  2:30  ",{"type":28,"tag":37,"props":84,"children":85},{},[86],{"type":34,"value":87},"Yeah, for sure. So, Carolyn and I have worked together, like, for several years in different capacities. She was a client of mine to begin with, and then I called her one day, and I was like, \"What are you doing? And she's like, \"I'm doing this new thing over here, and I was like, 'Cool, I want to come. So she was the VP of marketing at like a B2B SaaS company, and I was like, \"Cool, I've never like worked inside of an org before, I've always worked on the agency side. So I was like, \"How hard can it be? So I jumped in, and like, at that time, is when Chat GPT became public, and so we were like, \"What, there's an opportunity here? And so we were a tiny company going against like a Goliath of a competitor, and so we didn't have a lot of time, we didn't have a lot of resources, there wasn't a lot of money floating around like our budget compared to theirs was insane, and we didn't have any additional head count that we could add, so we were like, what can we do, and so that's where the idea of AI ecosystem was born, and it's about, you know, adding on skills that you don't have, so that you can like really fill out the role, and so we started to do that together, and from that, like, little seed, the entire marketing org transformed, and it took, it's not overnight, it like takes a while for people to get this figured out, and the work changes, and then other teams inside of that company were like, \"not back, what are you guys doing? so then we started presenting to the other teams and helping them do this transformation, and then, like, other companies started to catch wind of this, and they were like, \"What are you guys doing? And so we decided to just like jump off on our own and start doing this, and we brought along a partner, her name is Esma Stewart, who is brilliant, and she was leading the AI transformation at a very highly regulated agency, and we were like, we need you to come on board, because what we're doing isn't easy. A lot of the clients that we're talking to are in highly regulated industries, so we need to figure out how to do this safely and responsibly, so that teams get the most benefit out of it without exposing themselves to risk. So that's how it was born. It started just about a year ago. Oh",{"type":28,"tag":37,"props":89,"children":90},{},[91],{"type":34,"value":92},"Kerry Guard  4:43  ",{"type":28,"tag":37,"props":94,"children":95},{},[96],{"type":34,"value":97},"My gosh, I feel like in the age of building a company, a year ago is probably like, if you know, if we're talking, feels like forever.",{"type":28,"tag":37,"props":99,"children":100},{},[101],{"type":34,"value":102},"Megan Ratcliff  4:51  ",{"type":28,"tag":37,"props":104,"children":105},{},[106],{"type":34,"value":107},"Yes.",{"type":28,"tag":37,"props":109,"children":110},{},[111],{"type":34,"value":112},"Kerry Guard  4:52  ",{"type":28,"tag":37,"props":114,"children":115},{},[116],{"type":34,"value":117},"Yeah, like dog years, right, versus yes, cat years versus human years. So one year is probably five years. So what's. You know, Chat GPT comes on board, you know, comes out to be a thing, you guys jump on board with it, you figure out how to utilize it. What's changed since then? You know, we got new tools, new capabilities. What do you say has been the biggest shift in AI in the last year?",{"type":28,"tag":37,"props":119,"children":120},{},[121],{"type":34,"value":122},"Megan Ratcliff  5:16  ",{"type":28,"tag":37,"props":124,"children":125},{},[126],{"type":34,"value":127},"Oh my gosh, like, what hasn't changed? I feel like I feel like just have the ability to mature what you're able to do on your own, so I'm non-technical. Carolyn and Esma are more technical than I am. Carolyn ran off at one point, and Esma is just like a builder by nature. It's foreign to me to be a builder, so the fact that this, like, all clicked in my brain so easily was lovely, but the thing that I think has changed the most was, like, the onset of co-work when that came from Anthropic, because that opened doors for non-technical folks to get in and do actual work, and to create automations that they weren't able to do previously, before you would need to use a tool like Z Pier or Make or NADN, and coming from a non-technical background like I did, even getting into NAD and like trying to figure it out was very difficult, and so the unlock for me was co-work being accessible to me, and me being able to like figure out how that system worked, so when I first like started getting in there and using it, I was like cloud code curious, and I was like, I think I can do this also, but I want a tutorial from an actual like machine learning engineer first, and so we like get into this lesson, and he was like, okay, here's what we're going to do. He like started in the terminal, and I was like, \"Oh no, but he was talking about file structure, and I was like, \"This is boring. Why are we doing this? And he's like, \"You will see why this becomes fundamentally important. And so we worked on, like, setting up file structure first. This is how it works. This is the hierarchy of the files. This is what belongs in here. And after that lesson, I was like, oh my gosh, you are so right. So now when I work with clients, it's less like what's the custom GPT we're going to build, and it's more like what is the outcome that we want to achieve. Let's set up our context and file structure to set us up for success, and then let's figure out what it is that we need to build, so it's been quite fascinating since the launch of Co-work. I will say, and then with Codex coming out, you have a couple of options on what you want to do.",{"type":28,"tag":37,"props":129,"children":130},{},[131],{"type":34,"value":132},"Kerry Guard  7:34  ",{"type":28,"tag":37,"props":134,"children":135},{},[136],{"type":34,"value":137},"I love Co-work,",{"type":28,"tag":37,"props":139,"children":140},{},[141],{"type":34,"value":142},"Megan Ratcliff  7:37  ",{"type":28,"tag":37,"props":144,"children":145},{},[146],{"type":34,"value":147},"It's so good, it's so fun.",{"type":28,"tag":37,"props":149,"children":150},{},[151],{"type":34,"value":152},"Kerry Guard  7:39  ",{"type":28,"tag":37,"props":154,"children":155},{},[156],{"type":34,"value":157},"My first experience with AI, like outside of just prompting, was when I started with Cursor about a year ago. Yeah, redid a client's website in a month using Cursor. It was wild because with Tailwind UI and Nux JS, and Cursor, I was just flying, but I wanted more. I was, but I was like, I want to do this with everything, like, why can't everything just where I could just go into a window, and I start asking things, and then things start happening behind the scenes, now I have to touch it, like.",{"type":28,"tag":37,"props":159,"children":160},{},[161],{"type":34,"value":162},"Megan Ratcliff  8:14  ",{"type":28,"tag":37,"props":164,"children":165},{},[166],{"type":34,"value":167},"Yeah.",{"type":28,"tag":37,"props":169,"children":170},{},[171],{"type":34,"value":172},"Kerry Guard  8:14  ",{"type":28,"tag":37,"props":174,"children":175},{},[176],{"type":34,"value":177},"When does that happen? Then, yeah, Claude Cohen came out, and I was like, \" This is amazing. ",{"type":28,"tag":37,"props":179,"children":180},{},[181],{"type":34,"value":182},"Megan Ratcliff  8:18  ",{"type":28,"tag":37,"props":184,"children":185},{},[186],{"type":34,"value":187},"It is the best I know. Well, and then when Cloud Design came out, I was like, tried",{"type":28,"tag":37,"props":189,"children":190},{},[191],{"type":34,"value":192},"Kerry Guard  8:23  ",{"type":28,"tag":37,"props":194,"children":195},{},[196],{"type":34,"value":197},"That yet?",{"type":28,"tag":37,"props":199,"children":200},{},[201],{"type":34,"value":202},"Megan Ratcliff  8:24  ",{"type":28,"tag":37,"props":204,"children":205},{},[206],{"type":34,"value":207},"Oh my gosh, it's like, it's like, so incredible. Like, literally, this morning I was on a call with somebody, and the point of the call was not to do the thing that we did. It's like we were squirrels, and we went off, but she was like, you know what I want to build is I want to build like this interactive game that I can bring to trade shows and events, and I was like, I love that, say more. And so she, as she was talking, I was in cloud design, I had built their design system already, so like everything was already in there, and so she was like, okay, I want it, I want to be able to like find the bugs that are in websites, so I want to create like a fictitious website, and like the user has to find the bugs in 60 seconds, and the faster they do it, the higher the score. And then, well, let's have a leaderboard, and I wanted to be lead gen, and this, and then that, and then the other thing, and I was like, cool. So I was like, I will build this over here, let's do your real work over here. And then by the end of the session, we had her functioning game built. I sent it to Climb Code, and it started building it, so I was like, there you go, there's your game. Her brain exploded. She was like, \" This is magic, and I was like, it feels like magic, doesn't it? ",{"type":28,"tag":37,"props":209,"children":210},{},[211],{"type":34,"value":212},"Kerry Guard  9:31  ",{"type":28,"tag":37,"props":214,"children":215},{},[216],{"type":34,"value":217},"It does feel like magic. Let's talk about the building blocks, because you mentioned them in terms of file structure, which I totally agree with getting your, getting your folder set up so that Claude knows sort of its boundaries. I think it is also a safety feature. Yeah, I haven't given it, I'm like scared to hook it up to my Google Drive.",{"type":28,"tag":37,"props":219,"children":220},{},[221],{"type":34,"value":222},"Megan Ratcliff  9:54  ",{"type":28,"tag":37,"props":224,"children":225},{},[226],{"type":34,"value":227},"Yeah,",{"type":28,"tag":37,"props":229,"children":230},{},[231],{"type":34,"value":232},"Kerry Guard  9:56  ",{"type":28,"tag":37,"props":234,"children":235},{},[236],{"type":34,"value":237},"yeah. Have you done it? Yeah, of course, of course, I. Of course, did you put guard rails or anything around it to like try, and",{"type":28,"tag":37,"props":239,"children":240},{},[241],{"type":34,"value":242},"Megan Ratcliff  10:04  ",{"type":28,"tag":37,"props":244,"children":245},{},[246],{"type":34,"value":247},"yeah, so like, yeah, so when you're in Claude, when you add a connector, there's like certain permissions that you can give it, like you're allowed to do this, you're not allowed to do this, or you need to ask me before you do this, and the way that I always like advise on this is, if you want to connect to a drive, create a sandbox and only connect to that sandbox, only use projects inside of that place, just to keep things in one little spot. If you're going to manipulate a file, make a copy of that file. So there are definite things that you can do to help safeguard, but I think that there's still a lot that we're learning about how these models work, what they can access, and what they can't. So it's always best to be a little bit cautious. I would err on the side of being more conservative with what you're willing to connect, watch what other people do first, learn from what happens to them before you like jump in and go crazy, but, but, yeah, the connectors do make things just like really streamlined and really wonderful, but we have a cloud sandbox set up in our business, so everything runs through OneDrive rather than the whole thing. Yeah.",{"type":28,"tag":37,"props":249,"children":250},{},[251],{"type":34,"value":252},"Kerry Guard  11:16  ",{"type":28,"tag":37,"props":254,"children":255},{},[256],{"type":34,"value":257},"Even on my computer, it jumped files. I had it in a folder, it's supposed to only stay in that folder, and it totally jumped folders like the project went outside of that project into another folder project and pulled from that one and added the folder to this project. I was like, no, no, that folder does not belong in this project. I don't know how you did that or knew to do that, but no, undo. Yay, put that back over there. yeah.",{"type":28,"tag":37,"props":259,"children":260},{},[261],{"type":34,"value":262},"Megan Ratcliff  11:43  ",{"type":28,"tag":37,"props":264,"children":265},{},[266],{"type":34,"value":267},"If that folder had been accessed previously, that's probably how that happened, but if it had never been accessed before, that is, that's a little fun. That",{"type":28,"tag":37,"props":269,"children":270},{},[271],{"type":34,"value":272},"Kerry Guard  11:52  ",{"type":28,"tag":37,"props":274,"children":275},{},[276],{"type":34,"value":277},"project, let's, yeah, what are some other foundational building blocks that we need to be taking? I know that we're all just plowing ahead, you know, figuring stuff out as we go, but what else should we, if we could start over, or at least take a huge step back?",{"type":28,"tag":37,"props":279,"children":280},{},[281],{"type":34,"value":282},"Megan Ratcliff  12:15  ",{"type":28,"tag":37,"props":284,"children":285},{},[286],{"type":34,"value":227},{"type":28,"tag":37,"props":288,"children":289},{},[290],{"type":34,"value":291},"Kerry Guard  12:16  ",{"type":28,"tag":37,"props":293,"children":294},{},[295],{"type":34,"value":296},"What else should we be taking into consideration?",{"type":28,"tag":37,"props":298,"children":299},{},[300],{"type":34,"value":301},"Megan Ratcliff  12:18  ",{"type":28,"tag":37,"props":303,"children":304},{},[305],{"type":34,"value":306},"So, like, the biggest things that are foundationally important, and I think get skipped a lot, are like org-wide AI fluency, and fluency and literacy are different, you know. Anyone can, like, get into the cloud or get into Gemini and, like, click around and figure out how the tool works, but fluency is fundamentally different. It's about how you work with these, how you think about these tools, and fluency is tool agnostic, so thinking about, you know, how do I break down a problem into smaller pieces, so that's actually achievable. What belongs in AI versus what belongs with humans? What kind of context is helpful and structured correctly, versus what is noise? How do I detect drift? How do I restart a conversation when I've reached drift? How do I audit my work to make sure I'm not shipping something that's AI slop or not factual? So those are like the fundamental fluency skills that we teach that I think a lot of organizations like plow right over, and you might get like one or two trainings from HR or IT, that's like here's what our AI policy is, and here's how you use the tool that we gave you, but a lot of them miss the fluency piece, and for fluency to really stick, it has to be customized to the work that you actually do, so if you're a marketer and you are like specifically a PMM, and you're getting examples from somebody in sales, that the fluency doesn't necessarily click for you, because that's not your job, you have to like see it in your work for you to be able to be like got it, mindset has shifted. Now, the other thing that I'll say is really important is governance. So, you probably, most people watching, probably have an AI policy somewhere sitting on a server in their organization, which is like, these are the approved tools. Don't put PII in there, don't do this, don't do that, don't do the other thing, don't start using a tool with a personal account like that's great and fine, every company should have that, but governance is like the living movement of how do we work with this technology across teams, how do we navigate this responsibly, how do we navigate this safely, what are like the decisions that have been made that help protect us as a company, what are the decisions that we've made, like, how risky are we going to be? How do we automate things? What's connected, what's not? So that's more like the living movement of how this happens in an organization, rather than like a staple to the wall. Here's the policy, so fluency, governance, those are the foundational pieces that need to be in place. For people to start to do this transformation in a really safe, responsible, but curious way.",{"type":28,"tag":37,"props":308,"children":309},{},[310],{"type":34,"value":311},"Kerry Guard  15:07  ",{"type":28,"tag":37,"props":313,"children":314},{},[315],{"type":34,"value":316},"You mentioned the difference between what the robot should do and what the humans should do. Do you have.. I know it changes, like you mentioned, it kind of changes per role, but yeah, do you have sort of like guidelines, best practices around what that should be? Yeah.",{"type":28,"tag":37,"props":318,"children":319},{},[320],{"type":34,"value":321},"Megan Ratcliff  15:26  ",{"type":28,"tag":37,"props":323,"children":324},{},[325],{"type":34,"value":326},"It's like super curated for each individual person, the role they play, and why they're approaching AI in the first place. So, my number one rule is don't give AI the things that you like to do. If you are a creative, keep that - you're the creative, that's what you like to do. Give AI the stuff you don't like to do. If you don't want to, like, manage a spreadsheet, AI is wonderful at doing that. If you are a type of person, maybe you have like a more balanced brain, and you're like, there are some things I do like to write and some things I don't like to decide what you like versus what you don't. So that's my number one rule, is keep the stuff you like to do offload the stuff you don't, because of the way the AI is moving and changing, and like the sections that each of these AI companies are investing in, there's a lot of things it can do that it used to not be able to, so it's kind of like you get to choose what you offload versus what you don't, but when it comes to judgment, that should always be a human, AI can't practice judgment when it comes to like actual innovation and actual creativity, like AI cannot create something new or novel, only humans can do that. So those are the things that I like; those things stay human. Well, you can offload most other things to AI, but keep what you like to do, and offload the rest.",{"type":28,"tag":37,"props":328,"children":329},{},[330],{"type":34,"value":331},"Kerry Guard  17:07  ",{"type":28,"tag":37,"props":333,"children":334},{},[335],{"type":34,"value":336},"It's your expertise too. ",{"type":28,"tag":37,"props":338,"children":339},{},[340],{"type":34,"value":341},"Megan Ratcliff  17:10  ",{"type":28,"tag":37,"props":343,"children":344},{},[345],{"type":34,"value":346},"Yeah,1,000%",{"type":28,"tag":37,"props":348,"children":349},{},[350],{"type":34,"value":351},"Kerry Guard  17:11  ",{"type":28,"tag":37,"props":353,"children":354},{},[355],{"type":34,"value":356},"Somebody said the other day on LinkedIn that they used AI - they're a writer, it's what they do. They write LinkedIn posts, it's literally their job, and they offloaded it to AI, and it took them a whole day to write something that would have taken them an hour.",{"type":28,"tag":37,"props":358,"children":359},{},[360],{"type":34,"value":361},"Megan Ratcliff  17:23  ",{"type":28,"tag":37,"props":363,"children":364},{},[365],{"type":34,"value":366},"Yeah, I've had like a very similar experience with this. Well, first of all, like LinkedIn is a little bit wild these days, I will say, and it's a lot of people using AI in ways that it probably shouldn't be used, and when people give up their authentic voice to a robot, like it's missing its soul, and it's easy to tell, right? There are certain language patterns AI picks up on that it's difficult to edit out with a prompt, it just is going to appear, and unless you're doing like really good line edits on it, it's going to be very visible that you use, you had an assist, right, which I don't think is like terrible all the time, but when I was first starting, I was using my pal Claude just to help me start to organize and frame what I was going to say, because when I first started like posting to LinkedIn, that felt like a very vulnerable moment for me, because I was like on my AI journey, like posting in real time about what I was learning and how I was progressing in my career. This was a couple of years ago, and I am not, by nature, a great writer. I have literal English majors in my family who are excellent writers, and it's not me; I can barely string a sentence together. So for me it was very vulnerable and scary to be posting about this, but also adding on that I'm not an eloquent, like, writer, those things together, so I was using it as an assist, but like, as I was doing that, and as I was progressing, I was like, you know what, this is missing is it's missing like my authenticity and my soul, so I stopped doing it, and so now everything that you read on my LinkedIn is that is a 100% me. I am writing that with my two fingers inside, usually in the LinkedIn box, and because of that, I think that builds more trust. So when we offload the writing that should come from an actual person to an AI, I think it becomes very visible and noticeable, and I think there's a breakdown in trust there.",{"type":28,"tag":37,"props":368,"children":369},{},[370],{"type":34,"value":371},"Kerry Guard  19:27  ",{"type":28,"tag":37,"props":373,"children":374},{},[375],{"type":34,"value":376},"I think there's a lot of breakdown and trust that's just happening across the board, even for, like, I know my daughter is calling, like, a 10-year-old looking at stuff on YouTube, like a slop, right? Like, yeah, she is just so in tune with it these days that I think these kids are going to be, they're going to tune it out, right? ",{"type":28,"tag":37,"props":378,"children":379},{},[380],{"type":34,"value":381},"Megan Ratcliff  19:49  ",{"type":28,"tag":37,"props":383,"children":384},{},[385],{"type":34,"value":386},"Yeah, there's like, there's so much out there right now, like content is being generated, like there's more AI stuff on the internet than there is. Human created stuff at this point in time, which is crazy, but I think when people don't have the foundation of fluency and they don't have the foundation of governance, they're running wild and they're creating stuff that's not worthwhile any longer, and so you have to have those foundational pieces, like, I think AI is a wonderful assist to help with a lot of different things, but when you are just shipping straight AI-created material, first of all, that's like not defensible, like, you, it's not yours any longer, you can't claim it when there's no human intervention and there's no like polish on it that comes from a human, you can tell, and so that's where it starts to like be a breakdown in your audiences. They don't trust you any longer, because it's not you that's behind it, it's a robot.",{"type":28,"tag":37,"props":388,"children":389},{},[390],{"type":34,"value":391},"Kerry Guard  20:53  ",{"type":28,"tag":37,"props":393,"children":394},{},[395],{"type":34,"value":396},"From an SEO perspective, this is going to become - it's already is just so important in terms of the content that's being produced, because if it's not different to your point earlier about needing to make sure that as humans we're creating things that are net new and not just regurgitations of the World Wide Web.",{"type":28,"tag":37,"props":398,"children":399},{},[400],{"type":34,"value":401},"Megan Ratcliff  21:14  ",{"type":28,"tag":37,"props":403,"children":404},{},[405],{"type":34,"value":406},"Right.",{"type":28,"tag":37,"props":408,"children":409},{},[410],{"type":34,"value":411},"Kerry Guard  21:14  ",{"type":28,"tag":37,"props":413,"children":414},{},[415],{"type":34,"value":416},"That in order to get mentioned to show up in AI SEO, like we have to say something different, and it has to be in line with what the brand offers, and how the audience is thinking about the problem, and so I agree with you that AI is a great assist there in helping you figure out what the problem is, and how you're different in doing that deep research. Yeah, but man, I had tried to help me write the website, and I was like, you just, yeah.",{"type":28,"tag":37,"props":418,"children":419},{},[420],{"type":34,"value":421},"Megan Ratcliff  21:51  ",{"type":28,"tag":37,"props":423,"children":424},{},[425],{"type":34,"value":426},"Me, yeah, well, I'm like, the thing I think that it's easy for people to grasp, right, content is easy, I can use AI to write content, everyone's doing it everywhere, that's the, that's the shortcut. When you start working as, like, AI, as the, as a, like backup, as behind-the-scenes, that's where it becomes really valuable. So think about, as somebody who creates content, you have to, like, mine a lot of information, right? You need insights from different places where maybe you're not always at there's, you know, like Reddit, there's conversations going on all the time, or in like Trust Pilot, or whatever, like there's conversations happening all over the web, and what AI is really great at is like plucking those and bringing them back to you, so you can be like, oh, that is interesting, let me double tap on that a little bit. So, when you use it as your source of intelligence and helping you, like, kind of pull out this information, you, the human, are the one that's saying, this is the insight right here, I'm going to write about that. So, when you use it behind the scenes, that's what the time saver is. Yes, and that's what's going to make you more differentiated than somebody else, is because you're not just like rambling on because you can, you're talking about something that's important to somebody else, and that maybe they're not receiving an answer to, so you are answering their question, and that is the hard thing to do, and that's what the, like, best people are doing.",{"type":28,"tag":37,"props":428,"children":429},{},[430],{"type":34,"value":431},"Kerry Guard  23:27  ",{"type":28,"tag":37,"props":433,"children":434},{},[435],{"type":34,"value":436},"Yeah, allowing, freeing you up to focus on this, the things that really are what we need to be doing, versus moving data between sheets. Yes.",{"type":28,"tag":37,"props":438,"children":439},{},[440],{"type":34,"value":441},"Kerry Guard  23:36  ",{"type":28,"tag":37,"props":443,"children":444},{},[445],{"type":34,"value":446},"yeah.",{"type":28,"tag":37,"props":448,"children":449},{},[450],{"type":34,"value":451},"Megan Ratcliff  23:36  ",{"type":28,"tag":37,"props":453,"children":454},{},[455],{"type":34,"value":456},"Exactly.",{"type":28,"tag":37,"props":458,"children":459},{},[460],{"type":34,"value":461},"Kerry Guard  23:38  ",{"type":28,"tag":37,"props":463,"children":464},{},[465],{"type":34,"value":466},"You said the work you set out to do isn't the work you're actually doing now. It's become a change management moment, the chance to knock the whole structure down and rebuild it. What does that rebuild actually look like? So, we talked about fluency, we talked about governance, and we talked about the file structure. Is there any, like, what's the next step in that?",{"type":28,"tag":37,"props":468,"children":469},{},[470],{"type":34,"value":471},"Megan Ratcliff  23:59  ",{"type":28,"tag":37,"props":473,"children":474},{},[475],{"type":34,"value":476},"Yeah, so this is like where it starts to get hard and really uncomfortable for companies, and companies are not going to like cross the chasm without it, and it's you have to reorganize on outcomes, and so when we think about a marketing org, there are certain outcomes that you're signing up for each quarter or every year, and so when we put those like on the board, and then you look back at, okay, how do we actually achieve that? You have to start realigning the work that you're doing from the work that you've always done, and so to reach those outcomes, you can't do the work you've always done any longer, and you have to realign the people that do that, like actually works on that work, so it's about understanding everyone's skills, and then mapping out where we have gaps, mapping out the work to be done to achieve that outcome, which is it's not a new concept by any means. Microsoft wrote a really great paper on this last year, called the Frontier Firms, it. If you have an extra 25 minutes, I would read that front to back. I have read it probably 15 times. It's just an excellent case study on who's actually changing in this moment versus who is like cosplaying, and so just getting your team a Claude license without changing the way that work gets done is not actually changing anything. If you pulled the tool out, would the work have changed or not? If the answer is no, you're not doing this correctly. So, you fundamentally just have to change how work gets done in this time, because the work you used to do isn't the work that you're going to need to do moving forward. So, the vast majority of what I talk to leaders about now is, let's take a step back, what is the outcome you're actually trying to achieve? We need to rethink how work is getting done. Sometimes that involves an org structure change, like, oh, actually, we don't like these people are in the wrong roles, like they should be, we should have a marketing engineer now, or we should have, like, a go-to-market specialist that's pulling all these teams together, or we should have that, you know what I mean. And so we need to redeploy people in the roles that actually align with the skills that they have, rather than here's the traditional role that we used to be in, because that's how it's always been. So it's a big, big change management initiative. I would say it's like 80-20, 80% is change management, 20% is like learning the tooling, so that's something that absolutely cannot be ignored. And it's something that I'm working very closely with leaders on right now, is like figuring this out. How does it change? How does it shift? What does this look like in 612, 18 months?",{"type":28,"tag":37,"props":478,"children":479},{},[480],{"type":34,"value":481},"Kerry Guard  26:44  ",{"type":28,"tag":37,"props":483,"children":484},{},[485],{"type":34,"value":486},"GTM has been something that's been around for, I'd say, the last five years, maybe three, three to five years, but I feel like I'm now just understanding what it means, and I feel like AI is really making that role,",{"type":28,"tag":37,"props":488,"children":489},{},[490],{"type":34,"value":491},"Megan Ratcliff  26:59  ",{"type":28,"tag":37,"props":493,"children":494},{},[495],{"type":34,"value":446},{"type":28,"tag":37,"props":497,"children":498},{},[499],{"type":34,"value":500},"Kerry Guard  27:00  ",{"type":28,"tag":37,"props":502,"children":503},{},[504],{"type":34,"value":505},"solidified as like the thing you need, would it? What other roles has AI impacted in that way? Where it wasn't really a thing, or it was kind of sort of hovering in the background. You mentioned the, the, the marketing engineer - I've heard that term starting to sort of float now. What roles have changed, and what new roles are sort of coming up, thanks to this change management you're talking about?",{"type":28,"tag":37,"props":507,"children":508},{},[509],{"type":34,"value":510},"Megan Ratcliff  27:27  ",{"type":28,"tag":37,"props":512,"children":513},{},[514],{"type":34,"value":515},"Yeah, so a role that you're probably hearing a lot about is a go-to-market engineer, and previously, before AI, before AI, we had, you know, there would be sales, sales enablement, marketing, sometimes product marketing would sit outside of there. You would have customer success, so all of these teams were working independently of each other, right? Sometimes, like, marketing will call over to sales and be like, \"What's the word on the street?\" Or sales will call over to marketing and be like, \" Hey, can I get a battle card? So, like, they were all functioning independently with the onset of AI, and honestly, just like with the shift of how companies need to work, you need a central like team called the go-to market that is really understanding how the customer is going to experience you as a company, and that go-to-market team is pulling on all of those levers: sales, marketing, sales enablement, product marketing, customer success. They have to pull it all together because a customer doesn't experience you in all of those separate silos. They experience you as one brand, and so that go to market is the one that's understanding the customer, creating the experiences that the customer wants to have with your brand, and making sure that they are, you know, having a good experience with you, understanding what services you have, helping them like expand inside of your company, while also making it seem like their idea, so like that go to market is, you know, sometimes it's one person called a go to market engineer. I think that that term was kind of popularized by Clay a couple of years ago, and now we're seeing, you know, tooling being built to support the go to market to support that go to market engineer. So it's kind of a wild time. So that is one thing that's happening for sure that we're seeing everywhere. Another one that I'm seeing is context engineers. So, when we think about how our brand, you know, shifts and changes, and how everybody talks about our company at the same time? So, say if you have a brand with several different products and a salesperson reaching for something over here to help sell the one product, that like that context could have shifted and changed in a different area of the business, and that salesperson would never have known about it, and so the context engineer is building this context layer that sits across the entire org that every. A single person can tap into so that they have the latest and greatest context. This is how we talk about the service; this is how we talk about the brand; this is what we say; this is how we say it. So that context layer is becoming very important, and you'll see context engineers starting to sprout up that structure, that context in a way that's usable.",{"type":28,"tag":37,"props":517,"children":518},{},[519],{"type":34,"value":520},"Kerry Guard  30:18  ",{"type":28,"tag":37,"props":522,"children":523},{},[524],{"type":34,"value":525},"Everything I'm shouting from the mountaintops in regards to how you have to really understand your customer and the problem that they're having that you solve better than anybody else, and how you communicate that, and it has to be consistent through your entire customer journey all the way out to your entire digital footprint, and so this seems like the solution, but when you're talking to companies that are more, maybe in that scale up phase, and their resources, like you've worked at, you've worked at a few of these, they're sort of their resources are a bit more limited. How do they justify, like, the amount of resources that this takes to be able to do this, or is it just a changing marketing team, where it's now all being sort of compressed more into the GTM team, and they're all working as a single entity, versus sales over here, marketing over here, GTM in the middle?",{"type":28,"tag":37,"props":527,"children":528},{},[529],{"type":34,"value":530},"Megan Ratcliff  31:18  ",{"type":28,"tag":37,"props":532,"children":533},{},[534],{"type":34,"value":535},"It depends on the size of the company, so like smaller companies, obviously, are a lot more agile, so they're able to like pull this all together, and also like their context layer is probably a lot smaller than a gigantic corporation that has several product lines, etc., etc. So I've seen it a couple of different ways. I am actually working with a client right now on building their context layer, and there are like phases to this, right? We're not just going to go and build this all out in one shot. We have to figure out how the company is going to use it first. So we're doing like a v version of it, and there's like three different outputs that are being deployed as the context layer, and then we're figuring out what v looks like, and the person I'm working with is like a content person on their team right now, and he's taken like a vested interest in this, because he's like, I know how fundamentally important it is for everybody to be speaking the same language, and to be like detailing out what we do the same way, and for each industry that we serve, there are certain ways that we talk about things that's really important, and as you know, people are using AI to help them write sales emails, or to help them, you know, pull together decks to present to clients, that all needs to look and sound the same, and so we're building this context layer in phases, so V is almost complete, and it's getting deployed in a couple of different ways, but it's centrally located as a markdown file in one place that can be pulled into the different AI tools that they use. It's also being deployed as like a few different skills that we're breaking it into, and it's being like pushed into one project where if you have questions about how to say it, what to do, who we serve, you can go get that information in one central location, but the marketing team is the team that is driving that context layer. There's a couple of other layers too, I don't know if you want to go into them, but like to do true AI transformation, it's more than context, so there's, there's like the data layer as well, so marketing should be, should be a layer, but that is much, much larger than a marketing team, because you're going to have customer success is getting information from the user on how they're using the product and what they're having trouble with, like that, is really valuable information. Sales are getting, you know, questions about. Here's the problem that I'm trying to solve. Here's what's going on. Valuable information. Marketers have a different lens that they're looking. Here's what's going on in the market. Here's what our competitors are doing. Here's what we're up against. Valuable information. And then everything is going into, like, a black hole inside of whatever CRM that they're using, that's probably not being updated very well, and so there's a lot of missing data, but when you give everyone access to all of the lenses, that makes it a much more complete data set, so that everybody can look at it and be like, oh, customer success is saying, like, users are having trouble with this feature, we need to do something about that, and so those are the things that used to get lost, but if you can create a full data layer where all of the information is accessible to the different teams that need it, that is like one huge thing that you're doing to really help move your business forward, and also like AI is an amplifier, so if your data layer is a mess, guess what's going to get amplified, that data layer, and it's going to be even messier. So folks need to get that sorted out like immediately, and then there's the context layer, then there's the orchestration layer, which is how do we. Pull these levers. How do we manipulate the context? How do we manipulate the data? What are the tools that we're building and using across teams? How do we compound the value of those tools? So that's another layer. So the orchestration layer is really about the ecosystem that you build to support it, and then there's the judgment layer.",{"type":28,"tag":37,"props":537,"children":538},{},[539],{"type":34,"value":540},"Kerry Guard  35:19  ",{"type":28,"tag":37,"props":542,"children":543},{},[544],{"type":34,"value":545},"With fields and agents.",{"type":28,"tag":37,"props":547,"children":548},{},[549],{"type":34,"value":550},"Megan Ratcliff  35:20  ",{"type":28,"tag":37,"props":552,"children":553},{},[554],{"type":34,"value":555},"yeah,",{"type":28,"tag":37,"props":557,"children":558},{},[559],{"type":34,"value":560},"Kerry Guard  35:21  ",{"type":28,"tag":37,"props":562,"children":563},{},[564],{"type":34,"value":565},"Sort of thing that happens in an orchestra.",{"type":28,"tag":37,"props":567,"children":568},{},[569],{"type":34,"value":570},"Megan Ratcliff  35:22  ",{"type":28,"tag":37,"props":572,"children":573},{},[574],{"type":34,"value":575},"Exactly, yeah, and then the last layer is the human judgment layer, and this is the skill that you build that's part of that foundation, you know, it's part of governance. How risky are we going to be? What do goods look like? What do we feel confident putting out into the market? How do we want people to experience us? Is this right or is this not right? So that judgment layer is a really critical component, and if you don't have that locked in with your team, it can get really messy. So those are the four layers, essentially, that you need for true AI transformation.",{"type":28,"tag":37,"props":577,"children":578},{},[579],{"type":34,"value":580},"Kerry Guard  35:58  ",{"type":28,"tag":37,"props":582,"children":583},{},[584],{"type":34,"value":585},"In terms of the data layer, what I loved about what you were saying, that I think is so interesting, is you know, when we think about data, we generally think about the numbers of it all, but everything you described is qualitative.",{"type":28,"tag":37,"props":587,"children":588},{},[589],{"type":34,"value":590},"Megan Ratcliff  36:10  ",{"type":28,"tag":37,"props":592,"children":593},{},[594],{"type":34,"value":595},"Yeah",{"type":28,"tag":37,"props":597,"children":598},{},[599],{"type":34,"value":600},"Kerry Guard  36:11  ",{"type":28,"tag":37,"props":602,"children":603},{},[604],{"type":34,"value":605},"that usually gets lost in the CRM and is hard to pull out. So, how are you when you're talking about the data layer? Where am I getting technical here, because I'm trying to understand the building? Where does it live? Going back to the folders, I imagine it's getting you to have agents that go out and get the data and pull it into a folder that then everybody has access to from the orchestra.",{"type":28,"tag":37,"props":607,"children":608},{},[609],{"type":34,"value":610},"Megan Ratcliff  36:35  ",{"type":28,"tag":37,"props":612,"children":613},{},[614],{"type":34,"value":615},"Yeah, the way that a lot of companies are doing this is they're building vector databases to house all this information, so what's great about a vector database is it creates meaning out of ones and zeros, and so if you are looking for something, but you don't have like the exact right query, it's going to still surface information that's related to that, so if you as a marketer, what's going on in customer success lately? You could query a vector database that's housing the conversations that are going on, the, you know, win-loss rates with customers, the expansion rates within customers, and you can help figure out what is what is actually happening, you know, you're looking through their lens, but everybody's data is stored in a place where it's accessible to all, and so at every company, depending on the size of the company, the data layer is going to look different, and I am not like a technical person, so there are people that are much more qualified to speak on this, but those that I have talked to, this is the way that they're setting it up, even if you think about, if you think about, like reporting, so I work with a lot of like marketing agencies, and we think about, you know, if you're a cross-channel marketing agency, you've got a lot of different teams that are contributing to one client, but the client doesn't want 15 different reports, they want one, and so you have to combine all of that data and normalize it in one place, so that you can create a report that is smart, cohesive, that tells like the full story of what's going on, because we know that it's not one channel that's going to do xyz, it's the combined effort of all of those channels, and so putting everything into one place is what helps you uncover those insights, so there's a, there's a lot of different ways to look at it, for sure. Hire an expert.",{"type":28,"tag":37,"props":617,"children":618},{},[619],{"type":34,"value":620},"Kerry Guard  38:30  ",{"type":28,"tag":37,"props":622,"children":623},{},[624],{"type":34,"value":625},"because we're an agency, and so we want to know, especially SEO, so much more qualitative than necessarily quantitative as well. So to be able to tell that story, and then delayer in digital ads to talk about how they impact one another, is going to be really cool. I also am really excited because we're going to be able to aggregate it across all of our clients and make it client agnostic to find trends, just like what's happening, so smart that is.",{"type":28,"tag":37,"props":627,"children":628},{},[629],{"type":34,"value":630},"Megan Ratcliff  38:55  ",{"type":28,"tag":37,"props":632,"children":633},{},[634],{"type":34,"value":635},"That's like an excellent example of how a data layer can work when you build it correctly, is you're able to like slice and dice it in ways that you weren't able to do before, so you could create like a trends report on here's what we're seeing in the industry based on real data that's happening, that's that's like so valuable.",{"type":28,"tag":37,"props":637,"children":638},{},[639],{"type":34,"value":640},"Kerry Guard  39:16  ",{"type":28,"tag":37,"props":642,"children":643},{},[644],{"type":34,"value":645},"I'm so excited.",{"type":28,"tag":37,"props":647,"children":648},{},[649],{"type":34,"value":650},"Megan Ratcliff  39:17  ",{"type":28,"tag":37,"props":652,"children":653},{},[654],{"type":34,"value":655},"That's amazing. You'll have to show me sometime. I am really interested.",{"type":28,"tag":37,"props":657,"children":658},{},[659],{"type":34,"value":660},"Kerry Guard  39:22  ",{"type":28,"tag":37,"props":662,"children":663},{},[664],{"type":34,"value":665},"Oh, well, we get set up. I'll call you. We will make that happen. This is amazing. Oh my gosh, I could talk to you all day. We have all right. I'm gonna ask another question, because I can't. You said when companies cut people, they're cutting their context, their nuance, their culture, and killing the chance to create new value streams. Make that case for the exec who's staring at AI as a way to do more with fewer people.",{"type":28,"tag":37,"props":667,"children":668},{},[669],{"type":34,"value":670},"Megan Ratcliff  39:50  ",{"type":28,"tag":37,"props":672,"children":673},{},[674],{"type":34,"value":675},"Yeah, for sure. I think that people have, like, such a misunderstanding. So, people in general, there's such bad marketing around AI. Now it's like, so bad, we have such a bad PR problem, but executives right now have a lot of pressure, right? What you need to do more with less money, and it's easiest to cut head count, but what they're giving up when they do that is that there's a lot of nuance that is carried with human beings, there's a lot of creativity that is carried with human beings, and there's a lot of curiosity that is carried with human beings. So, my favorite example of a company doing this right is the IKEA example, and if you haven't heard about this, I really encourage you to look it up, because what happened with IKEA is they introduced AI into their business. Obviously, they found efficiencies. We don't need as many customer service people, we don't need as many XYZ, but instead of letting them go, they redeployed them, and they opened up a new division, which is helping customers design their space using AI. So now they have re-skilled the employees that would have been displaced to drive that business forward, and it's like it's been like a billion-dollar business for Ikea, because they opened up a new value stream using human innovation, human ingenuity, and creativity. Think about all of the information that those customer service people hold in their brains to be able to help support their customers in this new endeavor, so that's where, like, I love to see it, because AI gives you the ability to do more with less. Yes, but it also gives you the ability to do something new, which is the best part of this whole thing, and that's what I want people to realize and understand, and it's not about cutting costs, it's about adding revenue, and the only way you add revenue is redeploying people, reskilling people in areas you haven't been before, so that's like my number one, like, come on,",{"type":28,"tag":37,"props":677,"children":678},{},[679],{"type":34,"value":680},"Kerry Guard  42:00  ",{"type":28,"tag":37,"props":682,"children":683},{},[684],{"type":34,"value":685},"Yes, I completely agree. I don't think the answer is to cut people. I think the answer is to give them the AI tools, the fluency, the governance, and the how to use this, and then maybe you'll find that you need to hire less people as you go, but you'll actually fuel your efforts now by not letting people go, you'll actually fall behind in the market by letting people go. Then, had you kept them getting the right skill set and seen what could happen, I had a great conversation with a friend of mine who's also a marketer, and we were talking about how even if AI helps us find some efficiencies, we're always going to have work to do.",{"type":28,"tag":37,"props":687,"children":688},{},[689],{"type":34,"value":690},"Megan Ratcliff  42:49  ",{"type":28,"tag":37,"props":692,"children":693},{},[694],{"type":34,"value":695},"There's always work to do, 100%",{"type":28,"tag":37,"props":697,"children":698},{},[699],{"type":34,"value":700},"Kerry Guard  42:51  ",{"type":28,"tag":37,"props":702,"children":703},{},[704],{"type":34,"value":705},"always work to do. So, yeah, I would. I just cannot agree more in terms of, please don't let your people go, give them the right skills and the right tool sets, and see where it'll take you, and I'll redeploy them. That's brilliant.",{"type":28,"tag":37,"props":707,"children":708},{},[709],{"type":34,"value":710},"Megan Ratcliff  43:09  ",{"type":28,"tag":37,"props":712,"children":713},{},[714],{"type":34,"value":715},"Yeah, I think I think one of my favorite things about people is their ability to surprise you in the best ways, and like, we ran a workshop a couple of years ago, Carolyn and I did, and it was like, let's grab like the most untethered thinkers in this organization, those that are not going to be boxed in by like what we've always done, and let's have like a revenue workshop with them to find new value streams for the company. We came up with like 15 new ideas. I think we deployed like five in a couple of months, because we could, and so that's what I want to see from companies, that's what I want to see from leaders, is like the people will surprise you in the best ways, if you get rid of them, you're losing your ability to innovate.",{"type":28,"tag":37,"props":717,"children":718},{},[719],{"type":34,"value":720},"Kerry Guard  43:58  ",{"type":28,"tag":37,"props":722,"children":723},{},[724],{"type":34,"value":725},"It's so true. Oh my gosh, Megan, this was amazing. There's so much more we can learn. I know it. And if you'd like to learn more from Megan, you can find her. I'm assuming on LinkedIn. That's how I find you. I found you. Is there anywhere else people can get in touch with you?",{"type":28,"tag":37,"props":727,"children":728},{},[729],{"type":34,"value":730},"Megan Ratcliff  44:13  ",{"type":28,"tag":37,"props":732,"children":733},{},[734],{"type":34,"value":735},"Yeah, you can find me on LinkedIn, LinkedIn slash Megan Ratcliffe, probably. Otherwise, my website is Clarity inmotion.com. You can find me there as well.",{"type":28,"tag":37,"props":737,"children":738},{},[739],{"type":34,"value":740},"Kerry Guard  44:23  ",{"type":28,"tag":37,"props":742,"children":743},{},[744],{"type":34,"value":745},"And we should all head there right now and go learn more, because this is where it's all I will link to the IKEA article, the Frontier paper, all of the things, so that we can dig deeper into what Megan is saying and get out ahead, because we have a, we have a lot of work to do, y'all.",{"type":28,"tag":37,"props":747,"children":748},{},[749],{"type":34,"value":750},"Megan Ratcliff  44:41  ",{"type":28,"tag":37,"props":752,"children":753},{},[754],{"type":34,"value":755},"Yes, yes. ",{"type":28,"tag":37,"props":757,"children":758},{},[759],{"type":34,"value":760},"Kerry Guard  44:42  ",{"type":28,"tag":37,"props":762,"children":763},{},[764],{"type":34,"value":765},"Thank you so much, Megan. This was amazing.",{"type":28,"tag":37,"props":767,"children":768},{},[769],{"type":34,"value":770},"Megan Ratcliff  44:45  ",{"type":28,"tag":37,"props":772,"children":773},{},[774],{"type":34,"value":775},"Yes, thanks for having me. Happy to be here.",{"type":28,"tag":37,"props":777,"children":778},{},[779],{"type":34,"value":780},"Kerry Guard  44:48  ",{"type":28,"tag":37,"props":782,"children":783},{},[784],{"type":34,"value":785},"That was every bit the conversation I knew it would be. Thank you for being here, so generous with it. You can find Megan, as we mentioned, at Clarity In Motion Collective over on LinkedIn and at Clarity inmotion.com. Go connect. Especially if your team is staring down AI and trying to do it in a way that keeps your people at the center. If there's one thing to take with you, AI isn't the thing that makes your people expendable. Your people are the context, the nuance, the culture, the whole reason anyone wants to do work with you. The opportunity isn't to do the same work with fewer humans, it's to build the work around what your humans are actually best at, and let the technology carry the rest. This episode is brought to you by MKG Marketing. And when we say visibility, here's exactly what we mean: all three working together - SEO, AEO, GO - you need all three, and you need them to own their own pieces. They'll also overlap and ultimately help you be visible and not just be sighted, but we want to help you get mentioned, ultimately get mentioned. That's what needs to happen, and we're here to help you. Thanks for being here. We'll catch you next Thursday as you are.",{"title":7,"searchDepth":787,"depth":787,"links":788},2,[789,790],{"id":31,"depth":787,"text":35},{"id":44,"depth":787,"text":47},"markdown","content:podcasts:marketing-leaders:ai-fluency-is-the-new-competitive-advantage.md","content","podcasts/marketing-leaders/ai-fluency-is-the-new-competitive-advantage.md","podcasts/marketing-leaders/ai-fluency-is-the-new-competitive-advantage","md",[798,1246,1647,2012,2412],{"_path":799,"_dir":800,"_draft":6,"_partial":6,"_locale":7,"title":801,"description":802,"date":803,"img":804,"imgAlt":805,"body":806,"_type":791,"_id":1242,"_source":793,"_file":1243,"_stem":1244,"_extension":796,"category":800,"minutes":1245},"/blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself","seo","Stop Writing Content at Midnight (and How to Scale Past Yourself)","The Series B playbook for breaking the founder bottleneck, killing random acts of marketing, and scaling the pipeline.","2026-07-29T18:07:00.000Z","https://assets.mkgmarketinginc.com/12e04d67-1482-4534-a48a-30010c97f41c-stop-writing-content-at-midnight-hero-image.webp","Stop Writing content at midnight",{"type":25,"children":807,"toc":1236},[808,813,818,831,836,848,856,862,867,872,877,882,917,922,928,933,945,964,971,987,992,997,1002,1020,1025,1040,1045,1050,1055,1062,1068,1081,1100,1205,1210,1216,1221,1226,1231],{"type":28,"tag":37,"props":809,"children":810},{},[811],{"type":34,"value":812},"You are sitting at your desk, and it is 12:42 AM. The rest of your house is completely dark. The only illumination comes from the harsh blue glow of your laptop screen, where a half-finished LinkedIn post and a messy content brief are staring back at you. Your eyes are bloodshot, your third cup of coffee from earlier today has long since turned into a hollow pit in your stomach, and you are trying to remember how you ended up here.",{"type":28,"tag":37,"props":814,"children":815},{},[816],{"type":34,"value":817},"You are a Series B founder. You have raised millions of dollars. You have a product that customers love, an engineering team shipping code daily, and a board that expects you to double ARR over the next twelve months. Yet, instead of steering the ship, setting strategic partnerships, or closing enterprise deals, you are spending your midnights editing paragraphs, fixing broken formatting, and playing the role of a junior copywriter.",{"type":28,"tag":37,"props":819,"children":820},{},[821,823,829],{"type":34,"value":822},"This is the reality of the ",{"type":28,"tag":824,"props":825,"children":826},"strong",{},[827],{"type":34,"value":828},"founder bottleneck",{"type":34,"value":830},", and it’s a desert where you cannot function.",{"type":28,"tag":37,"props":832,"children":833},{},[834],{"type":34,"value":835},"Every single week, you are losing 15 to 20 hours to pure marketing chaos. You are acting as the human router between a disjointed network of freelancers: a writer who doesn’t understand your technical product, an SEO specialist who just dumps keyword spreadsheets into your inbox, and a graphic designer who takes four days to fix a font color. You are trapped in an exhausting cycle of constant review, micro-management, and point-solution firefighting, all to combat a terrifying trend: your organic traffic is dropping, and your pipeline is flattening out.",{"type":28,"tag":37,"props":837,"children":838},{},[839,841,846],{"type":34,"value":840},"You didn't build a high-growth SaaS company to become a stressed-out project manager for outsourced contractors. It’s time to stop committing ",{"type":28,"tag":824,"props":842,"children":843},{},[844],{"type":34,"value":845},"random acts of marketing (RAM)",{"type":34,"value":847}," at midnight and build a growth engine that runs entirely without you.",{"type":28,"tag":37,"props":849,"children":850},{},[851],{"type":28,"tag":852,"props":853,"children":855},"img",{"alt":7,"src":854},"https://assets.mkgmarketinginc.com/45d6c10a-63c3-4a08-8b3d-bb83d71944c2-stop-writing-content-at-midnight-image-1.png",[],{"type":28,"tag":29,"props":857,"children":859},{"id":858},"the-chaos-trap-why-point-solutions-are-killing-your-growth",[860],{"type":34,"value":861},"The Chaos Trap: Why Point-Solutions Are Killing Your Growth",{"type":28,"tag":37,"props":863,"children":864},{},[865],{"type":34,"value":866},"When you first raised your Series B round, the mandate was simple: scale the pipeline. To achieve that, you likely followed the traditional digital marketing playbook. You hired a few niche freelancers, brought on a boutique agency for paid ads, and tasked yourself with overseeing the output.",{"type":28,"tag":37,"props":868,"children":869},{},[870],{"type":34,"value":871},"It seemed efficient on paper. In practice, it created a highly fragmented system that demands your constant attention to survive. Niche agencies and freelancers operate in isolation; your SEO vendor doesn't talk to your content writer, and your content writer has no idea what your paid media team is testing.",{"type":28,"tag":37,"props":873,"children":874},{},[875],{"type":34,"value":876},"Because there is no unified strategy or shared operational framework, the responsibility of connecting the dots falls entirely on your shoulders. You become the central node. Nothing moves unless you review it, approve it, or fix it.",{"type":28,"tag":37,"props":878,"children":879},{},[880],{"type":34,"value":881},"This fragmentation results in three critical failure points for a Series B organization:",{"type":28,"tag":883,"props":884,"children":885},"ul",{},[886,897,907],{"type":28,"tag":887,"props":888,"children":889},"li",{},[890,895],{"type":28,"tag":824,"props":891,"children":892},{},[893],{"type":34,"value":894},"The Velocity Crisis:",{"type":34,"value":896}," Because you are managing independent contractors, a single piece of content takes three weeks to move from ideation to publication. By the time it goes live, the market window has shifted.",{"type":28,"tag":887,"props":898,"children":899},{},[900,905],{"type":28,"tag":824,"props":901,"children":902},{},[903],{"type":34,"value":904},"Vanity Metric Overload:",{"type":34,"value":906}," Your point-solution vendors will always defend their specific silo. The SEO agency points to rising impressions, the copywriter points to word count, but neither can tell you how many qualified opportunities entered your CRM this month.",{"type":28,"tag":887,"props":908,"children":909},{},[910,915],{"type":28,"tag":824,"props":911,"children":912},{},[913],{"type":34,"value":914},"Strategic Disconnect:",{"type":34,"value":916}," Freelancers write for search engine algorithms or generic audiences—they do not write for your buyers. Without deep product context, the content feels shallow, failing to capture the strategic narrative required to win enterprise deals.",{"type":28,"tag":37,"props":918,"children":919},{},[920],{"type":34,"value":921},"This operational drag represents a massive hidden cost. When you spend 20 hours a week acting as a tactical traffic cop, you are not doing the high-leverage work that your board actually measured you on. You are sacrificing strategic growth to keep a broken execution model on life support.",{"type":28,"tag":29,"props":923,"children":925},{"id":924},"moving-beyond-chaos-to-a-systemized-pipeline",[926],{"type":34,"value":927},"Moving Beyond Chaos to a Systemized Pipeline",{"type":28,"tag":37,"props":929,"children":930},{},[931],{"type":34,"value":932},"To break free from this operational quicksand, your organization must transition away from disjointed point-solutions and embrace a unified framework. You do not need more freelancers to manage; you need an integrated execution model that converts your strategic vision into a pipeline without demanding your personal time.",{"type":28,"tag":37,"props":934,"children":935},{},[936,938,943],{"type":34,"value":937},"This is where the shift to a ",{"type":28,"tag":824,"props":939,"children":940},{},[941],{"type":34,"value":942},"systemized pipeline",{"type":34,"value":944}," occurs. Instead of treating marketing as a series of isolated creative projects, it must be run as an integrated product engine.",{"type":28,"tag":37,"props":946,"children":947},{},[948,950,955,957,962],{"type":34,"value":949},"A systemized growth engine relies on two foundational pillars: ",{"type":28,"tag":824,"props":951,"children":952},{},[953],{"type":34,"value":954},"operational control",{"type":34,"value":956}," and ",{"type":28,"tag":824,"props":958,"children":959},{},[960],{"type":34,"value":961},"financial predictability",{"type":34,"value":963},". When these two elements are integrated into your growth strategy, the need for midnight editing vanishes.",{"type":28,"tag":37,"props":965,"children":966},{},[967],{"type":28,"tag":852,"props":968,"children":970},{"alt":7,"src":969},"https://assets.mkgmarketinginc.com/119a49bb-e39d-4d4f-a6d0-983ddb424358-stop-writing-content-at-midnight-image-2.png",[],{"type":28,"tag":883,"props":972,"children":973},{},[974],{"type":28,"tag":887,"props":975,"children":976},{},[977],{"type":28,"tag":978,"props":979,"children":981},"h3",{"id":980},"achieving-true-operational-control",[982],{"type":28,"tag":824,"props":983,"children":984},{},[985],{"type":34,"value":986},"Achieving True Operational Control",{"type":28,"tag":37,"props":988,"children":989},{},[990],{"type":34,"value":991},"The primary reason founders get pulled into tactical execution is a lack of visibility. When marketing operates inside a black box of messy email threads, scattered Slack channels, and fragmented Google Docs, you naturally micro-manage because you cannot see what is happening until it is either late or broken.",{"type":28,"tag":37,"props":993,"children":994},{},[995],{"type":34,"value":996},"True operational control means replacing communication chaos with absolute transparency. By consolidating all marketing execution into a single, centralized platform—such as fully optimized Asana sprint boards—you gain immediate clarity.",{"type":28,"tag":37,"props":998,"children":999},{},[1000],{"type":34,"value":1001},"At any moment, you can look at a single dashboard and see exactly:",{"type":28,"tag":883,"props":1003,"children":1004},{},[1005,1010,1015],{"type":28,"tag":887,"props":1006,"children":1007},{},[1008],{"type":34,"value":1009},"What strategic initiatives are currently in production.",{"type":28,"tag":887,"props":1011,"children":1012},{},[1013],{"type":34,"value":1014},"Who owns the next step of execution (design, copy, technical implementation).",{"type":28,"tag":887,"props":1016,"children":1017},{},[1018],{"type":34,"value":1019},"The precise launch date for every campaign, asset, and distribution channel.",{"type":28,"tag":37,"props":1021,"children":1022},{},[1023],{"type":34,"value":1024},"When production workflows are systematized, you no longer need to check in on people. You don't have to send \"Is this ready yet?\" Slack messages at 10:00 PM. The system provides the visibility, allowing you to step out of the project manager role and step back into the visionary role.",{"type":28,"tag":883,"props":1026,"children":1027},{},[1028],{"type":28,"tag":887,"props":1029,"children":1030},{},[1031],{"type":28,"tag":978,"props":1032,"children":1034},{"id":1033},"eliminating-fees-with-transparent-published-pricing",[1035],{"type":28,"tag":824,"props":1036,"children":1037},{},[1038],{"type":34,"value":1039},"Eliminating Fees With Transparent, Published Pricing",{"type":28,"tag":37,"props":1041,"children":1042},{},[1043],{"type":34,"value":1044},"The second major friction point in scaling a marketing engine is financial unpredictability. Traditional agency models are intentionally opaque. They hide behind complex retainers, unpredictable hourly billing, and sudden scope-change fees that require constant negotiation.",{"type":28,"tag":37,"props":1046,"children":1047},{},[1048],{"type":34,"value":1049},"Every time you want to pivot strategy, launch a new experiment, or spin up an extra campaign, you are forced to review a new statement of work (SOW) or argue over out-of-scope costs. This introduces massive procurement delays and wastes precious executive energy.",{"type":28,"tag":37,"props":1051,"children":1052},{},[1053],{"type":34,"value":1054},"A modern growth engine eliminates this friction through fully transparent, published pricing models. When your execution partner operates on flat, predictable rates with clearly defined monthly deliverables, budgeting becomes simple. You know exactly what you are spending, precisely what you are getting, and you never have to waste time auditing a confusing invoice from an agency partner.",{"type":28,"tag":37,"props":1056,"children":1057},{},[1058],{"type":28,"tag":852,"props":1059,"children":1061},{"alt":7,"src":1060},"https://assets.mkgmarketinginc.com/4ecef925-47b0-4868-996d-e40f7f3d2f79-stop-writing-content-at-midnight-image-3.png",[],{"type":28,"tag":29,"props":1063,"children":1065},{"id":1064},"the-execution-playbook-shifting-from-thinker-to-reviewer",[1066],{"type":34,"value":1067},"The Execution Playbook: Shifting From Thinker to Reviewer",{"type":28,"tag":37,"props":1069,"children":1070},{},[1071,1073,1079],{"type":34,"value":1072},"Building a self-running growth engine does not mean you abandon marketing entirely. Your strategic insights as a founder are incredibly valuable; you understand the market, the product, and the customer better than anyone else. The goal is to change ",{"type":28,"tag":1074,"props":1075,"children":1076},"em",{},[1077],{"type":34,"value":1078},"how",{"type":34,"value":1080}," your insights are extracted and executed.",{"type":28,"tag":37,"props":1082,"children":1083},{},[1084,1086,1091,1093,1098],{"type":34,"value":1085},"You must transition from being the ",{"type":28,"tag":824,"props":1087,"children":1088},{},[1089],{"type":34,"value":1090},"primary creator",{"type":34,"value":1092}," to the ",{"type":28,"tag":824,"props":1094,"children":1095},{},[1096],{"type":34,"value":1097},"strategic reviewer",{"type":34,"value":1099},". Here is how an integrated execution model restructures your workflow to give you your time back:",{"type":28,"tag":1101,"props":1102,"children":1103},"table",{},[1104,1128],{"type":28,"tag":1105,"props":1106,"children":1107},"thead",{},[1108],{"type":28,"tag":1109,"props":1110,"children":1111},"tr",{},[1112,1118,1123],{"type":28,"tag":1113,"props":1114,"children":1115},"th",{},[1116],{"type":34,"value":1117},"Workflow Phase",{"type":28,"tag":1113,"props":1119,"children":1120},{},[1121],{"type":34,"value":1122},"The Legacy Way (Founder as Creator)",{"type":28,"tag":1113,"props":1124,"children":1125},{},[1126],{"type":34,"value":1127},"The Systemized Way (Founder as Reviewer)",{"type":28,"tag":1129,"props":1130,"children":1131},"tbody",{},[1132,1151,1169,1187],{"type":28,"tag":1109,"props":1133,"children":1134},{},[1135,1141,1146],{"type":28,"tag":1136,"props":1137,"children":1138},"td",{},[1139],{"type":34,"value":1140},"Ideation & Strategy",{"type":28,"tag":1136,"props":1142,"children":1143},{},[1144],{"type":34,"value":1145},"Founder spends hours researching keywords and drafting outlines from scratch.",{"type":28,"tag":1136,"props":1147,"children":1148},{},[1149],{"type":34,"value":1150},"Founder records a 10-minute Loom brief outlining core strategic concepts.",{"type":28,"tag":1109,"props":1152,"children":1153},{},[1154,1159,1164],{"type":28,"tag":1136,"props":1155,"children":1156},{},[1157],{"type":34,"value":1158},"Production & Layout",{"type":28,"tag":1136,"props":1160,"children":1161},{},[1162],{"type":34,"value":1163},"Founder routes drafts between isolated freelance writers and graphic designers.",{"type":28,"tag":1136,"props":1165,"children":1166},{},[1167],{"type":34,"value":1168},"Integrated partner handles research, writing, design, and technical setup natively.",{"type":28,"tag":1109,"props":1170,"children":1171},{},[1172,1177,1182],{"type":28,"tag":1136,"props":1173,"children":1174},{},[1175],{"type":34,"value":1176},"Quality Control",{"type":28,"tag":1136,"props":1178,"children":1179},{},[1180],{"type":34,"value":1181},"Founder spends midnights rewriting poor copy and fixing formatting errors.",{"type":28,"tag":1136,"props":1183,"children":1184},{},[1185],{"type":34,"value":1186},"Founder reviews a polished, near-final asset inside an Asana sprint board for approval.",{"type":28,"tag":1109,"props":1188,"children":1189},{},[1190,1195,1200],{"type":28,"tag":1136,"props":1191,"children":1192},{},[1193],{"type":34,"value":1194},"Analytics & Reporting",{"type":28,"tag":1136,"props":1196,"children":1197},{},[1198],{"type":34,"value":1199},"Founder logs into multiple dashboards trying to connect traffic to revenue.",{"type":28,"tag":1136,"props":1201,"children":1202},{},[1203],{"type":34,"value":1204},"Integrated partner delivers a single dashboard showing direct pipeline velocity impact.",{"type":28,"tag":37,"props":1206,"children":1207},{},[1208],{"type":34,"value":1209},"By shifting your input to the very beginning of the loop (sharing your unique domain expertise) and the very end of the loop (final sign-off), you cut your time investment down from 20 hours a week to less than two. The entire middle phase, the heavy lifting of research, drafting, designing, and optimizing, is handled by an integrated execution system designed to scale.",{"type":28,"tag":29,"props":1211,"children":1213},{"id":1212},"reclaiming-your-executive-leverage",[1214],{"type":34,"value":1215},"Reclaiming Your Executive Leverage",{"type":28,"tag":37,"props":1217,"children":1218},{},[1219],{"type":34,"value":1220},"Every hour you spend editing a blog post, tweaking a landing page headline, or tracking down an unresponsive freelancer is an hour stolen from the strategic growth of your company.",{"type":28,"tag":37,"props":1222,"children":1223},{},[1224],{"type":34,"value":1225},"At the Series B stage, your board is not evaluating your performance based on how many articles you published or how many keyword metrics went up. They are looking at capital efficiency, scalable customer acquisition, and ARR growth.",{"type":28,"tag":37,"props":1227,"children":1228},{},[1229],{"type":34,"value":1230},"When you break the founder bottleneck and replace random acts of marketing with a systematized pipeline, you aren't just cleaning up your marketing operations. You are reclaiming your executive leverage. You are giving yourself the operational freedom to focus on fundraising, culture, enterprise sales, and product innovation, the high-leverage work that actually moves the valuation needle.",{"type":28,"tag":37,"props":1232,"children":1233},{},[1234],{"type":34,"value":1235},"Leave the midnight writing sessions behind. Build a systemized growth engine that operationalizes your marketing, gives you absolute visibility, and scales your pipeline predictably month after month.",{"title":7,"searchDepth":787,"depth":787,"links":1237},[1238,1239,1240,1241],{"id":858,"depth":787,"text":861},{"id":924,"depth":787,"text":927},{"id":1064,"depth":787,"text":1067},{"id":1212,"depth":787,"text":1215},"content:blog:seo:stop-writing-content-at-midnight-and-how-to-scale-past-yourself.md","blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself.md","blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself",7,{"_path":1247,"_dir":800,"_draft":6,"_partial":6,"_locale":7,"title":1248,"description":1249,"date":1250,"img":1251,"imgAlt":1252,"body":1253,"_type":791,"_id":1643,"_source":793,"_file":1644,"_stem":1645,"_extension":796,"category":800,"minutes":1646},"/blog/seo/beyond-last-click-the-board-ready-svo-dashboard","Beyond Last-Click - The Board-Ready SVO Dashboard","When search engines stop sending traffic, your pipeline reporting must evolve to measure true market influence.","2026-07-15T16:22:26.797Z","https://assets.mkgmarketinginc.com/59ea0764-d440-4526-95b2-ebad4d4b1e78-mkg-blog-beyond-last-click-hero-image.webp","Beyond Last-Click ",{"type":25,"children":1254,"toc":1629},[1255,1260,1265,1270,1275,1280,1286,1291,1297,1302,1307,1312,1319,1325,1344,1349,1448,1454,1466,1471,1477,1482,1494,1501,1507,1512,1531,1537,1542,1547,1553,1558,1566,1578,1601,1606,1613,1619,1624],{"type":28,"tag":37,"props":1256,"children":1257},{},[1258],{"type":34,"value":1259},"Your board meeting is just two weeks away. The calendar invite is glaring back at you, and the agenda leaves no room to hide: defend your post-Series B marketing investment, prove incremental pipeline ROI over the next two quarters, and confirm that your current customer acquisition cost (CAC) trajectory is sustainable.",{"type":28,"tag":37,"props":1261,"children":1262},{},[1263],{"type":34,"value":1264},"To get ready, you open your go-to web analytics platform. You expect to see the usual straight line between search rankings, site clicks, and inbound demo requests. Instead, you’re confronted with a disturbing trend.",{"type":28,"tag":37,"props":1266,"children":1267},{},[1268],{"type":34,"value":1269},"Your top-of-funnel SEO platform insists you’re winning. Your priority keywords are ranking better than ever. Yet your site’s organic referral traffic is steadily declining week over week. Buyers are searching for the exact problems your SaaS product solves, but they’re getting complete, synthesized answers directly on the search results page. They scan AI-generated summaries, get what they need, and move on, without ever clicking a single link to your site.",{"type":28,"tag":37,"props":1271,"children":1272},{},[1273],{"type":34,"value":1274},"You’re stuck in a measurement crisis. The attribution models digital marketers have depended on for more than twenty years, last-click tracking, multi-touch UTM parameters, and cookie-based sessions, are collapsing. When buyers research inside conversational interfaces, they eventually appear in your funnel as “Direct” traffic or self-reported “word of mouth,” often weeks after their true first touch.",{"type":28,"tag":37,"props":1276,"children":1277},{},[1278],{"type":34,"value":1279},"Walk into the boardroom armed only with legacy traffic reports, trying to rationalize why stellar rankings coincide with shrinking website visits, and you’ll look like a marketer clinging to vanity metrics. To defend your budget and assert clear strategic authority, you need to adopt a modern measurement framework, one that captures how your brand builds influence without clicks and translates that influence into an airtight financial business case for your Chief Financial Officer (CFO).",{"type":28,"tag":29,"props":1281,"children":1283},{"id":1282},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[1284],{"type":34,"value":1285},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":28,"tag":37,"props":1287,"children":1288},{},[1289],{"type":34,"value":1290},"The structural breakdown in marketing measurement is a direct consequence of how search engines have redesigned their user experience. Large language models and AI search applications have introduced a friction-free research layer between your brand’s content and your prospects.",{"type":28,"tag":29,"props":1292,"children":1294},{"id":1293},"the-interception-of-educational-search",[1295],{"type":34,"value":1296},"The Interception of Educational Search",{"type":28,"tag":37,"props":1298,"children":1299},{},[1300],{"type":34,"value":1301},"Under the legacy search model, informational queries served as highly profitable entry points for software platforms. When a buyer searched for a framework, such as \"how to design a B2B sales commission plan\" or \"enterprise API rate-limiting best practices,\" they were directed to an optimized blog post. That visit placed a tracking cookie, fired a retargeting pixel, and kicked off a measurable lead-nurturing journey.",{"type":28,"tag":37,"props":1303,"children":1304},{},[1305],{"type":34,"value":1306},"Today, those same queries are resolved instantly within the search environment itself. The user’s intent is fully satisfied by an AI Overview, a Perplexity-style summary, or a ChatGPT conversation. Because they get the insight they need without ever reaching your site, this structural shift has created an Informational Query Collapse.",{"type":28,"tag":37,"props":1308,"children":1309},{},[1310],{"type":34,"value":1311},"For modern marketers, the implication is clear: your top-of-funnel content is still training the models and powering the answers, but the traditional web-traffic feedback loop has been cut off.",{"type":28,"tag":37,"props":1313,"children":1314},{},[1315],{"type":28,"tag":852,"props":1316,"children":1318},{"alt":7,"src":1317},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":28,"tag":29,"props":1320,"children":1322},{"id":1321},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[1323],{"type":34,"value":1324},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":28,"tag":37,"props":1326,"children":1327},{},[1328,1330,1342],{"type":34,"value":1329},"To survive this transition, you must replace click-based attribution with a ",{"type":28,"tag":1331,"props":1332,"children":1336},"a",{"href":1333,"rel":1334},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[1335],"nofollow",[1337],{"type":28,"tag":824,"props":1338,"children":1339},{},[1340],{"type":34,"value":1341},"Search Visibility Optimization (SVO)",{"type":34,"value":1343}," reporting framework. The board does not need to see how many people visited your resource page; they need to see if your brand is the definitive answer recommended by the systems your buyers use to make purchasing decisions.",{"type":28,"tag":37,"props":1345,"children":1346},{},[1347],{"type":34,"value":1348},"This requires tracking a completely different set of metrics that measure your active digital footprint across the entire LLM ecosystem. Consider how your reporting must pivot to remain relevant:",{"type":28,"tag":1101,"props":1350,"children":1351},{},[1352,1373],{"type":28,"tag":1105,"props":1353,"children":1354},{},[1355],{"type":28,"tag":1109,"props":1356,"children":1357},{},[1358,1363,1368],{"type":28,"tag":1113,"props":1359,"children":1360},{},[1361],{"type":34,"value":1362},"Metric Category",{"type":28,"tag":1113,"props":1364,"children":1365},{},[1366],{"type":34,"value":1367},"Legacy Attribution Model",{"type":28,"tag":1113,"props":1369,"children":1370},{},[1371],{"type":34,"value":1372},"SVO Attribution Framework",{"type":28,"tag":1129,"props":1374,"children":1375},{},[1376,1394,1412,1430],{"type":28,"tag":1109,"props":1377,"children":1378},{},[1379,1384,1389],{"type":28,"tag":1136,"props":1380,"children":1381},{},[1382],{"type":34,"value":1383},"Primary Traffic KPI",{"type":28,"tag":1136,"props":1385,"children":1386},{},[1387],{"type":34,"value":1388},"Unique Sessions, Pageviews",{"type":28,"tag":1136,"props":1390,"children":1391},{},[1392],{"type":34,"value":1393},"Influence Without Clicks (Off-site impressions)",{"type":28,"tag":1109,"props":1395,"children":1396},{},[1397,1402,1407],{"type":28,"tag":1136,"props":1398,"children":1399},{},[1400],{"type":34,"value":1401},"Market Share Metric",{"type":28,"tag":1136,"props":1403,"children":1404},{},[1405],{"type":34,"value":1406},"Organic Keyword Share of Voice (SoV)",{"type":28,"tag":1136,"props":1408,"children":1409},{},[1410],{"type":34,"value":1411},"Share of Model (SOM) (Citation frequency)",{"type":28,"tag":1109,"props":1413,"children":1414},{},[1415,1420,1425],{"type":28,"tag":1136,"props":1416,"children":1417},{},[1418],{"type":34,"value":1419},"Attribution Vector",{"type":28,"tag":1136,"props":1421,"children":1422},{},[1423],{"type":34,"value":1424},"Last-Click UTM Parameters, First-Click Cookie",{"type":28,"tag":1136,"props":1426,"children":1427},{},[1428],{"type":34,"value":1429},"CRM-to-Model Pipeline Association",{"type":28,"tag":1109,"props":1431,"children":1432},{},[1433,1438,1443],{"type":28,"tag":1136,"props":1434,"children":1435},{},[1436],{"type":34,"value":1437},"Financial Validation",{"type":28,"tag":1136,"props":1439,"children":1440},{},[1441],{"type":34,"value":1442},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":28,"tag":1136,"props":1444,"children":1445},{},[1446],{"type":34,"value":1447},"Pipeline Velocity, Accelerated Sales Cycles",{"type":28,"tag":978,"props":1449,"children":1451},{"id":1450},"_1-quantifying-share-of-model-som",[1452],{"type":34,"value":1453},"1. Quantifying Share of Model (SOM)",{"type":28,"tag":37,"props":1455,"children":1456},{},[1457,1459,1464],{"type":34,"value":1458},"Just as you historically measured your share of voice on traditional search result pages, you must now measure your ",{"type":28,"tag":824,"props":1460,"children":1461},{},[1462],{"type":34,"value":1463},"Share of Model (SOM)",{"type":34,"value":1465},". This KPI tracks how frequently your SaaS platform is cited as a recommended vendor or authoritative source across dominant large language models.",{"type":28,"tag":37,"props":1467,"children":1468},{},[1469],{"type":34,"value":1470},"If a prospect asks an LLM to \"Compare the top three enterprise compliance platforms for Series B startups,\" your SOM metric tells you whether your brand was included in that generated recommendation, how prominently it was positioned, and what specific attributes were associated with your software.",{"type":28,"tag":978,"props":1472,"children":1474},{"id":1473},"_2-measuring-influence-without-clicks",[1475],{"type":34,"value":1476},"2. Measuring Influence Without Clicks",{"type":28,"tag":37,"props":1478,"children":1479},{},[1480],{"type":34,"value":1481},"Because search experiences no longer require a click, your reach must be measured through off-site trust footprints. This involves tracking your brand's presence inside curated industry databases, open-source documentation, developer communities, and trusted third-party review platforms that generative models scrape to compile their summaries.",{"type":28,"tag":37,"props":1483,"children":1484},{},[1485,1487,1492],{"type":34,"value":1486},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":28,"tag":824,"props":1488,"children":1489},{},[1490],{"type":34,"value":1491},"Influence Without Clicks",{"type":34,"value":1493},". Your buyers absorb your brand authority during their initial AI research phase, bypassing your website entirely until they are ready to book a direct sales call.",{"type":28,"tag":37,"props":1495,"children":1496},{},[1497],{"type":28,"tag":852,"props":1498,"children":1500},{"alt":7,"src":1499},"https://assets.mkgmarketinginc.com/9329b26b-2033-4565-8e76-8bd7d88cddec-mkg-blog-beyond-last-click-image-2.png",[],{"type":28,"tag":29,"props":1502,"children":1504},{"id":1503},"building-the-cfo-justification-package",[1505],{"type":34,"value":1506},"Building the CFO-Justification Package",{"type":28,"tag":37,"props":1508,"children":1509},{},[1510],{"type":34,"value":1511},"To defend your marketing budget, you must translate these modern off-site visibility metrics into a language your finance department respects. A CFO is inherently skeptical of abstract marketing concepts like \"brand awareness\" or \"algorithm influence.\" They want to see how these adjustments reduce customer acquisition costs and accelerate the movement of capital through the business.",{"type":28,"tag":37,"props":1513,"children":1514},{},[1515,1517,1522,1524,1529],{"type":34,"value":1516},"Your ",{"type":28,"tag":824,"props":1518,"children":1519},{},[1520],{"type":34,"value":1521},"CFO Justification",{"type":34,"value":1523}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":28,"tag":824,"props":1525,"children":1526},{},[1527],{"type":34,"value":1528},"Pipeline Velocity",{"type":34,"value":1530},".",{"type":28,"tag":978,"props":1532,"children":1534},{"id":1533},"step-1-mapping-the-offline-crm-signal-loop",[1535],{"type":34,"value":1536},"Step 1: Mapping the Offline CRM Signal Loop",{"type":28,"tag":37,"props":1538,"children":1539},{},[1540],{"type":34,"value":1541},"To prove that your off-site visibility is driving real pipeline, you must establish an automated data loop between your customer relationship management (CRM) system and your marketing data.",{"type":28,"tag":37,"props":1543,"children":1544},{},[1545],{"type":34,"value":1546},"When a prospect books a demo and enters your pipeline, you can no longer rely on self-reported attribution forms or simple direct-traffic categorization. You must cross-reference their IP address, company domain, and early-stage engagement timeline with your off-site coverage. By demonstrating that accounts exposed to your high-ranking AI citations move through the funnel faster, you prove the direct pipeline impact of your off-site optimization efforts.",{"type":28,"tag":978,"props":1548,"children":1550},{"id":1549},"step-2-calculating-pipeline-velocity-impact",[1551],{"type":34,"value":1552},"Step 2: Calculating Pipeline Velocity Impact",{"type":28,"tag":37,"props":1554,"children":1555},{},[1556],{"type":34,"value":1557},"Use the standard financial formula for revenue acceleration to show how your SVO efforts directly de-risk the sales cycle:",{"type":28,"tag":37,"props":1559,"children":1560},{},[1561],{"type":28,"tag":824,"props":1562,"children":1563},{},[1564],{"type":34,"value":1565},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":1567,"children":1568},{},[1569,1571,1576],{"type":34,"value":1570},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":28,"tag":1074,"props":1572,"children":1573},{},[1574],{"type":34,"value":1575},"before",{"type":34,"value":1577}," they ever speak to an account executive. When a prospect enters your funnel after researching solutions through an AI engine, they are already deeply informed about your product’s capabilities and specific differentiators. This pre-educated state dramatically reduces internal sales friction, resulting in:",{"type":28,"tag":883,"props":1579,"children":1580},{},[1581,1591],{"type":28,"tag":887,"props":1582,"children":1583},{},[1584,1589],{"type":28,"tag":824,"props":1585,"children":1586},{},[1587],{"type":34,"value":1588},"Shorter Sales Cycles:",{"type":34,"value":1590}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":28,"tag":887,"props":1592,"children":1593},{},[1594,1599],{"type":28,"tag":824,"props":1595,"children":1596},{},[1597],{"type":34,"value":1598},"Higher Win Rates:",{"type":34,"value":1600}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":28,"tag":37,"props":1602,"children":1603},{},[1604],{"type":34,"value":1605},"By presenting a clear, data-backed correlation between SVO visibility and a shorter sales cycle, you give your CFO an undeniable business case: your marketing spend is directly accelerating the velocity of capital through the company.",{"type":28,"tag":37,"props":1607,"children":1608},{},[1609],{"type":28,"tag":852,"props":1610,"children":1612},{"alt":7,"src":1611},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":28,"tag":29,"props":1614,"children":1616},{"id":1615},"summary",[1617],{"type":34,"value":1618},"Summary",{"type":28,"tag":37,"props":1620,"children":1621},{},[1622],{"type":34,"value":1623},"Defending your marketing strategy to a venture-backed board in 2026 requires an immediate departure from legacy, click-reliant reporting models. When search engines transition to closed-answer ecosystems, traditional web traffic metrics decline, while actual brand influence remains highly active. AI Overviews and zero-click search behaviors are systematically intercepting your buyers during the educational research phase, causing a dramatic drop in top-of-funnel website sessions.",{"type":28,"tag":37,"props":1625,"children":1626},{},[1627],{"type":34,"value":1628},"To protect your budget and align your team with revenue growth, you must implement a robust Search Visibility Optimization dashboard built for executive scrutiny. This shift requires three core actions: measuring your Share of Model (SOM) to track your brand’s citation frequency across leading AI platforms, quantifying your Influence Without Clicks by auditing your off-site trust footprints, and building a CFO-ready justification package that ties SVO directly to pipeline velocity improvements and reduced sales cycle lengths. Stop defending empty traffic drops. Align your metrics with financial reality, demonstrate how off-site authority drives qualified buyer intent, and transform your marketing team into a highly accountable, capital-efficient pipeline engine.",{"title":7,"searchDepth":787,"depth":787,"links":1630},[1631,1632,1633,1638,1642],{"id":1282,"depth":787,"text":1285},{"id":1293,"depth":787,"text":1296},{"id":1321,"depth":787,"text":1324,"children":1634},[1635,1637],{"id":1450,"depth":1636,"text":1453},3,{"id":1473,"depth":1636,"text":1476},{"id":1503,"depth":787,"text":1506,"children":1639},[1640,1641],{"id":1533,"depth":1636,"text":1536},{"id":1549,"depth":1636,"text":1552},{"id":1615,"depth":787,"text":1618},"content:blog:seo:beyond-last-click-the-board-ready-svo-dashboard.md","blog/seo/beyond-last-click-the-board-ready-svo-dashboard.md","blog/seo/beyond-last-click-the-board-ready-svo-dashboard",6,{"_path":1648,"_dir":800,"_draft":6,"_partial":6,"_locale":7,"title":1649,"description":1650,"date":1651,"imgAlt":1652,"img":1653,"body":1654,"_type":791,"_id":2008,"_source":793,"_file":2009,"_stem":2010,"_extension":796,"category":800,"minutes":2011},"/blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026","Search Visibility Optimization (SVO) Monthly Overview - June 2026","Stay updated on the June 2026 search landscape: Google’s Spam Update, AI Mode’s 1-billion-user shift, GA4 AI attribution, and the rise of zero-click journeys.","2026-07-08T17:14:21.417Z","AI search signals organized into revenue growth","https://assets.mkgmarketinginc.com/0deef299-c7d8-4147-b9ee-16a1e12c7b61-mkg-blog-seo-industry-overview-june-2026.webp",{"type":25,"children":1655,"toc":1992},[1656,1662,1722,1728,1733,1738,1761,1767,1781,1787,1807,1813,1824,1837,1842,1848,1862,1876,1882,1888,1901,1907,1930,1936,1941,1946,1979],{"type":28,"tag":29,"props":1657,"children":1659},{"id":1658},"executive-summary-the-tldr",[1660],{"type":34,"value":1661},"Executive Summary (The TL;DR)",{"type":28,"tag":883,"props":1663,"children":1664},{},[1665,1684,1703],{"type":28,"tag":887,"props":1666,"children":1667},{},[1668,1673,1675,1682],{"type":28,"tag":824,"props":1669,"children":1670},{},[1671],{"type":34,"value":1672},"Algorithmic Consolidation:",{"type":34,"value":1674}," Google executed its ",{"type":28,"tag":1331,"props":1676,"children":1679},{"href":1677,"rel":1678},"https://www.seopress.org/newsroom/seo-news/june-2026/",[1335],[1680],{"type":34,"value":1681},"June 2026 Spam Update",{"type":34,"value":1683}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":28,"tag":887,"props":1685,"children":1686},{},[1687,1692,1694,1701],{"type":28,"tag":824,"props":1688,"children":1689},{},[1690],{"type":34,"value":1691},"The 1-Billion-User Pivot:",{"type":34,"value":1693}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":28,"tag":1331,"props":1695,"children":1698},{"href":1696,"rel":1697},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[1335],[1699],{"type":34,"value":1700},"surpassed 1 billion monthly active users",{"type":34,"value":1702},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":28,"tag":887,"props":1704,"children":1705},{},[1706,1711,1713,1720],{"type":28,"tag":824,"props":1707,"children":1708},{},[1709],{"type":34,"value":1710},"Standardized AI Attribution:",{"type":34,"value":1712}," Google Analytics 4 introduced a native ",{"type":28,"tag":1331,"props":1714,"children":1717},{"href":1715,"rel":1716},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[1335],[1718],{"type":34,"value":1719},"AI assistant channel group",{"type":34,"value":1721},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":28,"tag":29,"props":1723,"children":1725},{"id":1724},"algorithm-technical-seo-updates",[1726],{"type":34,"value":1727},"Algorithm & Technical SEO Updates",{"type":28,"tag":37,"props":1729,"children":1730},{},[1731],{"type":34,"value":1732},"June was defined by quick, back-to-back updates designed to clear low-quality clutter from search results and crack down on sites that use automated shortcuts to fake their authority.",{"type":28,"tag":978,"props":1734,"children":1736},{"id":1735},"june-2026-spam-update",[1737],{"type":34,"value":1681},{"type":28,"tag":37,"props":1739,"children":1740},{},[1741,1743,1750,1752,1759],{"type":34,"value":1742},"Google launched and completed its",{"type":28,"tag":1331,"props":1744,"children":1747},{"href":1745,"rel":1746},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[1335],[1748],{"type":34,"value":1749}," June 2026 Spam Update",{"type":34,"value":1751}," between June 24 and June 26. Running for just over 48 hours, this global update leveraged the AI-driven SpamBrain system to suppress artificial citation footprints. According to early technical analyses, the ",{"type":28,"tag":1331,"props":1753,"children":1756},{"href":1754,"rel":1755},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[1335],[1757],{"type":34,"value":1758},"update",{"type":34,"value":1760}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":28,"tag":978,"props":1762,"children":1764},{"id":1763},"may-2026-core-update-conclusion",[1765],{"type":34,"value":1766},"May 2026 Core Update Conclusion",{"type":28,"tag":37,"props":1768,"children":1769},{},[1770,1772,1779],{"type":34,"value":1771},"This rapid spam crackdown followed the",{"type":28,"tag":1331,"props":1773,"children":1776},{"href":1774,"rel":1775},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[1335],[1777],{"type":34,"value":1778}," May 2026 Core Update",{"type":34,"value":1780},", which officially concluded its 12-day rollout on June 2. The consecutive sequence of these updates indicates Google is tightening its data-filtering thresholds. For Series A–C tech companies, this means programmatic or low-utility content footprints are facing accelerated volatility, directly impacting organic traffic stability and Customer Acquisition Cost (CAC).",{"type":28,"tag":29,"props":1782,"children":1784},{"id":1783},"the-geoaeo-frontier",[1785],{"type":34,"value":1786},"The GEO/AEO Frontier",{"type":28,"tag":37,"props":1788,"children":1789},{},[1790,1797,1798,1805],{"type":28,"tag":1331,"props":1791,"children":1794},{"href":1792,"rel":1793},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[1335],[1795],{"type":34,"value":1796},"Generative Experience Optimization (GEO)",{"type":34,"value":956},{"type":28,"tag":1331,"props":1799,"children":1802},{"href":1800,"rel":1801},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[1335],[1803],{"type":34,"value":1804},"Answer Engine Optimization (AEO)",{"type":34,"value":1806}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":28,"tag":978,"props":1808,"children":1810},{"id":1809},"conversational-ai-scale-behavior",[1811],{"type":34,"value":1812},"Conversational AI Scale & Behavior",{"type":28,"tag":37,"props":1814,"children":1815},{},[1816,1822],{"type":28,"tag":1331,"props":1817,"children":1819},{"href":1696,"rel":1818},[1335],[1820],{"type":34,"value":1821},"Data",{"type":34,"value":1823}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":28,"tag":883,"props":1825,"children":1826},{},[1827,1832],{"type":28,"tag":887,"props":1828,"children":1829},{},[1830],{"type":34,"value":1831},"Queries in AI Mode average three times as long as traditional searches.",{"type":28,"tag":887,"props":1833,"children":1834},{},[1835],{"type":34,"value":1836},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":28,"tag":37,"props":1838,"children":1839},{},[1840],{"type":34,"value":1841},"However, the impact on organic CTR is consequential. Session analyses show that in 88% of AI Mode tasks, users accept the model's shortlist as-is. More starkly, 74% select the top-ranked recommendation, and 64% click no links at all.",{"type":28,"tag":978,"props":1843,"children":1845},{"id":1844},"citation-bias-and-platform-updates",[1846],{"type":34,"value":1847},"Citation Bias and Platform Updates",{"type":28,"tag":37,"props":1849,"children":1850},{},[1851,1853,1860],{"type":34,"value":1852},"A June data study published on ",{"type":28,"tag":1331,"props":1854,"children":1857},{"href":1855,"rel":1856},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[1335],[1858],{"type":34,"value":1859},"Search Engine Land",{"type":34,"value":1861}," revealed that while Google's AI Overviews heavily cite listicles and comparison matrices, the engine recommends a brand's direct competitors 69% of the time within those summaries. This highlights a structural bias toward third-party aggregators, earned media, and affiliate domains over a brand’s owned web assets.",{"type":28,"tag":37,"props":1863,"children":1864},{},[1865,1867,1874],{"type":34,"value":1866},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":28,"tag":1331,"props":1868,"children":1871},{"href":1869,"rel":1870},"https://releasebot.io/updates/perplexity-ai",[1335],[1872],{"type":34,"value":1873},"\"Deep Research in Computer\"",{"type":34,"value":1875}," infrastructure alongside a new Computer Analytics API, enabling B2B enterprises to pull model query data directly into internal reporting stacks such as Snowflake or Hex.",{"type":28,"tag":29,"props":1877,"children":1879},{"id":1878},"strategic-implications-for-leaders",[1880],{"type":34,"value":1881},"Strategic Implications for Leaders",{"type":28,"tag":978,"props":1883,"children":1885},{"id":1884},"what-to-ignore",[1886],{"type":34,"value":1887},"What to Ignore",{"type":28,"tag":883,"props":1889,"children":1890},{},[1891],{"type":28,"tag":887,"props":1892,"children":1893},{},[1894,1899],{"type":28,"tag":824,"props":1895,"children":1896},{},[1897],{"type":34,"value":1898},"Unvalidated \"GEO Hacks\":",{"type":34,"value":1900}," Disregard trending guides advocating for hyper-fragmented content chunking or the forced deployment of llm.txt files to control crawlers. Google’s official generative search optimization documentation explicitly debunked these tactics as low-impact noise. The underlying models prioritize data completeness and human utility, not structural gimmicks.",{"type":28,"tag":978,"props":1902,"children":1904},{"id":1903},"where-to-pivot",[1905],{"type":34,"value":1906},"Where to Pivot",{"type":28,"tag":883,"props":1908,"children":1909},{},[1910,1920],{"type":28,"tag":887,"props":1911,"children":1912},{},[1913,1918],{"type":28,"tag":824,"props":1914,"children":1915},{},[1916],{"type":34,"value":1917},"Audit Your Shared Real Estate:",{"type":34,"value":1919}," Given that AI Overviews favor competitors 69% of the time across aggregate listicles, marketing leaders must pivot budgets from solo blog production toward aggressive digital PR and dominance in affiliate marketplaces. If your brand is not among the top five in external industry roundups, LLMs will systematically omit you from decision-stage queries.",{"type":28,"tag":887,"props":1921,"children":1922},{},[1923,1928],{"type":28,"tag":824,"props":1924,"children":1925},{},[1926],{"type":34,"value":1927},"Configure Native AI Attribution:",{"type":34,"value":1929}," Audit your Google Analytics setup to leverage the new default AI assistant channel group. This ensures your marketing operations team can accurately segment and defend LLM-driven ROI to the board, turning historically \"dark\" referral traffic into clean data.",{"type":28,"tag":29,"props":1931,"children":1933},{"id":1932},"optimize-for-the-future",[1934],{"type":34,"value":1935},"Optimize for the Future",{"type":28,"tag":37,"props":1937,"children":1938},{},[1939],{"type":34,"value":1940},"With more and more AI search sessions resulting in zero clicks, traditional SEO is no longer enough to protect your pipeline. To stay visible, you need a Search Visibility Optimization (SVO) strategy that ensures AI models index, cite, and recommend your brand.",{"type":28,"tag":37,"props":1942,"children":1943},{},[1944],{"type":34,"value":1945},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":28,"tag":883,"props":1947,"children":1948},{},[1949,1959,1969],{"type":28,"tag":887,"props":1950,"children":1951},{},[1952,1957],{"type":28,"tag":824,"props":1953,"children":1954},{},[1955],{"type":34,"value":1956},"AI Search Audits:",{"type":34,"value":1958}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":28,"tag":887,"props":1960,"children":1961},{},[1962,1967],{"type":28,"tag":824,"props":1963,"children":1964},{},[1965],{"type":34,"value":1966},"Technical Site Alignment:",{"type":34,"value":1968}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":28,"tag":887,"props":1970,"children":1971},{},[1972,1977],{"type":28,"tag":824,"props":1973,"children":1974},{},[1975],{"type":34,"value":1976},"Clear Traffic Tracking:",{"type":34,"value":1978}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":28,"tag":37,"props":1980,"children":1981},{},[1982,1984,1991],{"type":34,"value":1983},"To future-proof your digital acquisition engine and lower your CAC,",{"type":28,"tag":1331,"props":1985,"children":1988},{"href":1986,"rel":1987},"https://mkgmarketinginc.com/contact/",[1335],[1989],{"type":34,"value":1990}," Book a Discovery Call with MKG today",{"type":34,"value":1530},{"title":7,"searchDepth":787,"depth":787,"links":1993},[1994,1995,1999,2003,2007],{"id":1658,"depth":787,"text":1661},{"id":1724,"depth":787,"text":1727,"children":1996},[1997,1998],{"id":1735,"depth":1636,"text":1681},{"id":1763,"depth":1636,"text":1766},{"id":1783,"depth":787,"text":1786,"children":2000},[2001,2002],{"id":1809,"depth":1636,"text":1812},{"id":1844,"depth":1636,"text":1847},{"id":1878,"depth":787,"text":1881,"children":2004},[2005,2006],{"id":1884,"depth":1636,"text":1887},{"id":1903,"depth":1636,"text":1906},{"id":1932,"depth":787,"text":1935},"content:blog:seo:search-visibility-optimization-svo-monthly-overview-june-2026.md","blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026.md","blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026",4,{"_path":2013,"_dir":800,"_draft":6,"_partial":6,"_locale":7,"title":2014,"description":2015,"date":2016,"img":2017,"imgAlt":2018,"body":2019,"_type":791,"_id":2408,"_source":793,"_file":2409,"_stem":2410,"_extension":796,"category":800,"minutes":2411},"/blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026","The Great Decoupling - Why SaaS SEO Is Changing in 2026","Legacy content strategies are triggering massive traffic drops as AI Overviews intercept informational search volume. ","2026-07-08T16:16:30.271Z","https://assets.mkgmarketinginc.com/91f5449b-4a04-436d-9866-d31810d27c34-mkg-blog-the-great-decoupling-hero-image.webp","web search",{"type":25,"children":2020,"toc":2395},[2021,2026,2031,2036,2041,2046,2051,2057,2062,2068,2073,2078,2083,2089,2101,2106,2111,2118,2124,2138,2143,2242,2247,2252,2259,2265,2270,2275,2281,2297,2320,2325,2331,2336,2353,2358,2364,2369,2374,2381,2385,2390],{"type":28,"tag":37,"props":2022,"children":2023},{},[2024],{"type":34,"value":2025},"Your organic ranking report lands in your inbox and, at first glance, everything looks like a win. Your core informational keywords occupy comfortable spots in the top three positions. Your top-of-funnel blog content is indexing exactly where you planned, and traditional position-tracking tools insist your organic visibility is fully optimized.",{"type":28,"tag":37,"props":2027,"children":2028},{},[2029],{"type":34,"value":2030},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":28,"tag":37,"props":2032,"children":2033},{},[2034],{"type":34,"value":2035},"Organic traffic to your highest-performing marketing assets hasn’t just softened, it has fallen off a cliff. Across your long-standing resource center and educational content hub, incoming visits are down anywhere from 34% to 80%. Lead forms are stagnant, qualified product sign-ups have evaporated, and you’re being held personally responsible for a catastrophic traffic drop that, according to conventional optimization metrics, shouldn’t be happening at all.",{"type":28,"tag":37,"props":2037,"children":2038},{},[2039],{"type":34,"value":2040},"You’re following the standard playbook to the letter. You’re running comprehensive keyword research, targeting high-volume informational queries, optimizing header tags, and building authoritative backlinks. Yet even while you’re doing everything right, your post-funding SaaS growth engine is burning through capital while becoming effectively invisible to your market.",{"type":28,"tag":37,"props":2042,"children":2043},{},[2044],{"type":34,"value":2045},"This is the lived reality of the structural crisis reshaping digital acquisition. The once-direct link between ranking at the top of the SERP and earning human clicks has been fundamentally severed. We’ve entered the era of the great decoupling, where traditional organic search success no longer guarantees actual user discovery.",{"type":28,"tag":37,"props":2047,"children":2048},{},[2049],{"type":34,"value":2050},"If you continue to evaluate marketing performance through the volume-obsessed lens of the past, you’ll end up defending hollow metrics to an executive team that cares only about pipeline. To stop the bleed, you have to understand the specific engineering shifts within modern search networks that intercept your buyers long before they ever reach your domain.",{"type":28,"tag":29,"props":2052,"children":2054},{"id":2053},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[2055],{"type":34,"value":2056},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":28,"tag":37,"props":2058,"children":2059},{},[2060],{"type":34,"value":2061},"The reason your traffic is vanishing while your positions remain intact comes down to a permanent shift in search engine monetization and layout design. Search platforms have transformed from directory indexes that route traffic outward into closed ecosystems designed to answer questions natively.",{"type":28,"tag":978,"props":2063,"children":2065},{"id":2064},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[2066],{"type":34,"value":2067},"1. AI Overviews and the Elimination of the Organic Click",{"type":28,"tag":37,"props":2069,"children":2070},{},[2071],{"type":34,"value":2072},"The primary driver of this sudden drop in visibility is the rapid rollout of AI Overviews (AIO). In the past, when a B2B buyer needed an educational answer—whether they were comparing software compliance architectures or figuring out how to scale their data infrastructure—they would typically click through to a top-ranking SaaS blog post.",{"type":28,"tag":37,"props":2074,"children":2075},{},[2076],{"type":34,"value":2077},"Now, Google intercepts that intent. Organic click-through rates fall sharply on queries where an AI Overview appears. A position-one result that once reliably attracted clicks now captures only a fraction of that traffic, because the generative answer box satisfies the user’s question directly on the results page.",{"type":28,"tag":37,"props":2079,"children":2080},{},[2081],{"type":34,"value":2082},"This shift has sparked an unprecedented collapse in informational queries. Large language models are uniquely suited to ingest, synthesize, and surface educational information. If your marketing strategy is built on high-volume, top-of-funnel keywords, you are effectively competing with the search engine’s own interface. The engine extracts your insights, repackages them as a native text block, and leaves your website with little more than a fleeting impression.",{"type":28,"tag":978,"props":2084,"children":2086},{"id":2085},"_2-the-rise-of-the-zero-click-search",[2087],{"type":34,"value":2088},"2. The Rise of the Zero-Click Search",{"type":28,"tag":37,"props":2090,"children":2091},{},[2092,2094,2099],{"type":34,"value":2093},"This monetization behavior has accelerated the prevalence of the ",{"type":28,"tag":824,"props":2095,"children":2096},{},[2097],{"type":34,"value":2098},"Zero-Click Search",{"type":34,"value":2100},". Fresh market data show an undeniable trend: the vast majority of standard informational web searches now end without a single click to an external website. Buyers get their answer, end their browsing session, and move on.",{"type":28,"tag":37,"props":2102,"children":2103},{},[2104],{"type":34,"value":2105},"Worse yet, the links embedded within generative summaries are largely ignored, with only a tiny fraction of users actually clicking through to the source materials. The old mechanics of content marketing, where you traded free information for web traffic, are obsolete.",{"type":28,"tag":37,"props":2107,"children":2108},{},[2109],{"type":34,"value":2110},"When your metrics are tied to traffic volume, an automated summary that satisfies a user query can appear to be an operational failure on your internal dashboards. In reality, the audience is still looking for solutions, but they have migrated to a multi-platform environment that standard index-tracking software cannot track or quantify.",{"type":28,"tag":37,"props":2112,"children":2113},{},[2114],{"type":28,"tag":852,"props":2115,"children":2117},{"alt":7,"src":2116},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":28,"tag":29,"props":2119,"children":2121},{"id":2120},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[2122],{"type":34,"value":2123},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":28,"tag":37,"props":2125,"children":2126},{},[2127,2129,2136],{"type":34,"value":2128},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":28,"tag":1331,"props":2130,"children":2133},{"href":2131,"rel":2132},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[1335],[2134],{"type":34,"value":2135},"SEO",{"type":34,"value":2137}," platforms, you are systematically producing assets that are invisible to modern buyers. Legacy tools calculate volume based on historical click patterns, completely missing the multi-platform journey your prospects take across ecosystems like ChatGPT, Claude, Perplexity, and Google's native AI interfaces.",{"type":28,"tag":37,"props":2139,"children":2140},{},[2141],{"type":34,"value":2142},"The framework for evaluating search success must shift from simple traffic accumulation to an active systemic model. Consider the structural difference between legacy keyword acquisition and an optimization framework designed for modern search behavior:",{"type":28,"tag":1101,"props":2144,"children":2145},{},[2146,2167],{"type":28,"tag":1105,"props":2147,"children":2148},{},[2149],{"type":28,"tag":1109,"props":2150,"children":2151},{},[2152,2157,2162],{"type":28,"tag":1113,"props":2153,"children":2154},{},[2155],{"type":34,"value":2156},"Performance Component",{"type":28,"tag":1113,"props":2158,"children":2159},{},[2160],{"type":34,"value":2161},"Legacy Keyword Volume Model",{"type":28,"tag":1113,"props":2163,"children":2164},{},[2165],{"type":34,"value":2166},"Search Visibility Optimization (SVO) Framework",{"type":28,"tag":1129,"props":2168,"children":2169},{},[2170,2188,2206,2224],{"type":28,"tag":1109,"props":2171,"children":2172},{},[2173,2178,2183],{"type":28,"tag":1136,"props":2174,"children":2175},{},[2176],{"type":34,"value":2177},"Primary Metric",{"type":28,"tag":1136,"props":2179,"children":2180},{},[2181],{"type":34,"value":2182},"Organic Traffic, Pageviews, Keyword Rank",{"type":28,"tag":1136,"props":2184,"children":2185},{},[2186],{"type":34,"value":2187},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":28,"tag":1109,"props":2189,"children":2190},{},[2191,2196,2201],{"type":28,"tag":1136,"props":2192,"children":2193},{},[2194],{"type":34,"value":2195},"Content Focus",{"type":28,"tag":1136,"props":2197,"children":2198},{},[2199],{"type":34,"value":2200},"Broad Informational Text, High-Volume Blogs",{"type":28,"tag":1136,"props":2202,"children":2203},{},[2204],{"type":34,"value":2205},"Self-Contained Passages, Node-Based Architecture",{"type":28,"tag":1109,"props":2207,"children":2208},{},[2209,2214,2219],{"type":28,"tag":1136,"props":2210,"children":2211},{},[2212],{"type":34,"value":2213},"Target Infrastructure",{"type":28,"tag":1136,"props":2215,"children":2216},{},[2217],{"type":34,"value":2218},"Traditional Search Engine Indexes",{"type":28,"tag":1136,"props":2220,"children":2221},{},[2222],{"type":34,"value":2223},"Large Language Model Vector Databases",{"type":28,"tag":1109,"props":2225,"children":2226},{},[2227,2232,2237],{"type":28,"tag":1136,"props":2228,"children":2229},{},[2230],{"type":34,"value":2231},"Discovery Vector",{"type":28,"tag":1136,"props":2233,"children":2234},{},[2235],{"type":34,"value":2236},"Single-Engine Keyword Matches",{"type":28,"tag":1136,"props":2238,"children":2239},{},[2240],{"type":34,"value":2241},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":28,"tag":37,"props":2243,"children":2244},{},[2245],{"type":34,"value":2246},"When you orient your production toward high-volume informational keywords, you create fluff text that AI scrapers can easily summarize and discard. Large language models do not look for word count or keyword density; they look for explicit entities, clear relationship mappings, and structured data points that can be retrieved and packaged into an immediate user response.",{"type":28,"tag":37,"props":2248,"children":2249},{},[2250],{"type":34,"value":2251},"To build an organic acquisition model that survives this transition, you must dismantle the division between traditional content creation, answer optimization, and technical data structure. Your content must be engineered to be retrieved as a direct citation by an answer engine, rather than just waiting for a human click that may never come.",{"type":28,"tag":37,"props":2253,"children":2254},{},[2255],{"type":28,"tag":852,"props":2256,"children":2258},{"alt":7,"src":2257},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":28,"tag":29,"props":2260,"children":2262},{"id":2261},"systemic-accountability-the-svo-framework-for-modern-retrieval",[2263],{"type":34,"value":2264},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":28,"tag":37,"props":2266,"children":2267},{},[2268],{"type":34,"value":2269},"Winning in modern search means going far beyond basic index optimization. You need to approach search visibility as a unified, end-to-end system explicitly designed for large-language-model retrieval. That requires restructuring your entire digital footprint so it can effectively feed into the vector databases that power generative search experiences.",{"type":28,"tag":37,"props":2271,"children":2272},{},[2273],{"type":34,"value":2274},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":28,"tag":978,"props":2276,"children":2278},{"id":2277},"pillar-3-implementing-generative-engine-optimization-geo",[2279],{"type":34,"value":2280},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":28,"tag":37,"props":2282,"children":2283},{},[2284,2286,2295],{"type":34,"value":2285},"To ensure your brand is cited in generative answer boxes, your digital assets must be structured in line with the core tenets of ",{"type":28,"tag":1331,"props":2287,"children":2289},{"href":1792,"rel":2288},[1335],[2290],{"type":28,"tag":824,"props":2291,"children":2292},{},[2293],{"type":34,"value":2294},"Generative Engine Optimization (GEO)",{"type":34,"value":2296},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":28,"tag":883,"props":2298,"children":2299},{},[2300,2310],{"type":28,"tag":887,"props":2301,"children":2302},{},[2303,2308],{"type":28,"tag":824,"props":2304,"children":2305},{},[2306],{"type":34,"value":2307},"Isolate Information into Extractable Passages:",{"type":34,"value":2309}," Content must be written in highly structured, self-contained blocks. Each section must provide an authoritative, direct answer in the first two sentences so an algorithm can lift the passage cleanly for a summary snippet.",{"type":28,"tag":887,"props":2311,"children":2312},{},[2313,2318],{"type":28,"tag":824,"props":2314,"children":2315},{},[2316],{"type":34,"value":2317},"Inject Specialized Terminology and Schema:",{"type":34,"value":2319}," Use technical, unambiguous industry terms and hard data points. Back this up with comprehensive schema markup—such as Product, Organization, and FAQPage code blocks—to give retrieval engines clean, machine-readable validation of your expertise.",{"type":28,"tag":37,"props":2321,"children":2322},{},[2323],{"type":34,"value":2324},"By formatting content as a series of verified information nodes, you transition your assets from standard pages into high-priority sources that generative models actively select for their citations.",{"type":28,"tag":978,"props":2326,"children":2328},{"id":2327},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[2329],{"type":34,"value":2330},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":28,"tag":37,"props":2332,"children":2333},{},[2334],{"type":34,"value":2335},"Your buyers are no longer using a single search box to evaluate software vendors. Market data show that conversational tools are capturing a large share of research intent, with platforms experiencing clear adoption spikes among technical enterprise buyers.",{"type":28,"tag":37,"props":2337,"children":2338},{},[2339,2341,2351],{"type":34,"value":2340},"You must expand your strategy into a comprehensive ",{"type":28,"tag":1331,"props":2342,"children":2344},{"href":1800,"rel":2343},[1335],[2345,2349],{"type":28,"tag":824,"props":2346,"children":2347},{},[2348],{"type":34,"value":1804},{"type":34,"value":2350}," ",{"type":34,"value":2352},"model. This means building a digital footprint that extends beyond your domain. Generative engines do not evaluate your site in a vacuum; they cross-reference your claims against third-party data networks, developer forums, review ecosystems, and professional platforms.",{"type":28,"tag":37,"props":2354,"children":2355},{},[2356],{"type":34,"value":2357},"Ensure your brand entity is explicitly mentioned, categorized, and reviewed across these peripheral environments. When an LLM executes a multi-source synthesis query to recommend a vendor, your presence across these verified external networks forces the engine to include your brand in the final response.",{"type":28,"tag":978,"props":2359,"children":2361},{"id":2360},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[2362],{"type":34,"value":2363},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":28,"tag":37,"props":2365,"children":2366},{},[2367],{"type":34,"value":2368},"You must stop using organic traffic volume as the primary indicator of search health. Because zero-click behavior is rising, a drop in traffic does not automatically mean your brand has lost market influence. You need a reporting infrastructure that tracks your presence within the answers themselves.",{"type":28,"tag":37,"props":2370,"children":2371},{},[2372],{"type":34,"value":2373},"Implement tracking mechanisms that measure your citation frequency, brand mention frequency, and overall share of voice inside AI Overviews and native conversational tools. Break down your referral sources by specific AI platforms to see which retrieval architectures are actively feeding your pipeline. When you align your internal tracking with actual citation delivery, you can easily separate platform-wide search changes from controllable marketing performance issues.",{"type":28,"tag":37,"props":2375,"children":2376},{},[2377],{"type":28,"tag":852,"props":2378,"children":2380},{"alt":7,"src":2379},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":28,"tag":29,"props":2382,"children":2383},{"id":1615},[2384],{"type":34,"value":1618},{"type":28,"tag":37,"props":2386,"children":2387},{},[2388],{"type":34,"value":2389},"Winning in organic search now demands a decisive break from volume-obsessed content playbooks. When your rankings remain strong, but website sessions collapse, the real issue is a structural split between search engine optimization and how users actually click. Generative features like Google’s AI Overviews are soaking up high-volume informational queries, assembling answers directly on the results page, and creating a pervasive zero-click environment that starves legacy blog portfolios of traffic.",{"type":28,"tag":37,"props":2391,"children":2392},{},[2393],{"type":34,"value":2394},"To future-proof your digital acquisition engine and safeguard post-funding growth, you need to evolve your content approach into an integrated search visibility framework. That shift hinges on three concrete moves: engineering content for Generative Engine Optimization with self-contained data nodes and clean schema markup; expanding into Answer Engine Optimization to build brand authority across third-party ecosystems; and upgrading your analytics to track citation share instead of vanity pageviews. Stop running an outdated playbook that leaves your SaaS platform invisible. Demand uncompromising clarity from your tracking models, optimize directly for algorithmic retrieval, and turn generative search into a reliable, compounding driver of pipeline.",{"title":7,"searchDepth":787,"depth":787,"links":2396},[2397,2401,2402,2407],{"id":2053,"depth":787,"text":2056,"children":2398},[2399,2400],{"id":2064,"depth":1636,"text":2067},{"id":2085,"depth":1636,"text":2088},{"id":2120,"depth":787,"text":2123},{"id":2261,"depth":787,"text":2264,"children":2403},[2404,2405,2406],{"id":2277,"depth":1636,"text":2280},{"id":2327,"depth":1636,"text":2330},{"id":2360,"depth":1636,"text":2363},{"id":1615,"depth":787,"text":1618},"content:blog:seo:the-great-decoupling-why-saas-seo-is-changing-in-2026.md","blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026.md","blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026",8,{"_path":2413,"_dir":2414,"_draft":6,"_partial":6,"_locale":7,"title":2415,"description":2416,"date":2417,"img":2418,"imgAlt":1528,"body":2419,"_type":791,"_id":2821,"_source":793,"_file":2822,"_stem":2823,"_extension":796,"category":2414,"minutes":2411},"/blog/ppc/shifting-legacy-paid-playbooks-to-saas-pipeline-velocity","ppc","Shifting Legacy Paid Playbooks to SaaS Pipeline Velocity","Facing a 25% drop in pipeline conversion despite great CTRs? Here is how to stop the blended inventory bleed.","2026-07-01T04:00:00.000Z","https://assets.mkgmarketinginc.com/5b62e834-bdc3-4dbd-ad88-8c2c36cb3362-mkg-blog-why-legacy-paid-playbooks-are-failing-series-hero-image.webp",{"type":25,"children":2420,"toc":2806},[2421,2426,2431,2436,2469,2474,2479,2484,2489,2495,2500,2506,2511,2516,2521,2527,2539,2553,2560,2566,2571,2583,2591,2596,2636,2641,2648,2659,2664,2669,2675,2680,2703,2708,2714,2719,2724,2743,2748,2754,2759,2764,2771,2777,2782,2787,2792,2796,2801],{"type":28,"tag":37,"props":2422,"children":2423},{},[2424],{"type":34,"value":2425},"You just closed your Series B. The capital is in the bank, the board presentation is locked, and the mandate from your investors is non-negotiable: scale net-new ARR, accelerate market penetration, and do it with predictable efficiency.",{"type":28,"tag":37,"props":2427,"children":2428},{},[2429],{"type":34,"value":2430},"To hit these aggressive growth targets, your first instinct is to take the paid media playbooks that successfully carried you through Series A and double down on the spend. You pump more capital into your core digital acquisition channels, expecting a linear, proportional scaling of your backend revenue.",{"type":28,"tag":37,"props":2432,"children":2433},{},[2434],{"type":34,"value":2435},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":28,"tag":883,"props":2437,"children":2438},{},[2439,2449,2459],{"type":28,"tag":887,"props":2440,"children":2441},{},[2442,2447],{"type":28,"tag":824,"props":2443,"children":2444},{},[2445],{"type":34,"value":2446},"Click-Through Rates (CTRs)",{"type":34,"value":2448}," are holding perfectly steady.",{"type":28,"tag":887,"props":2450,"children":2451},{},[2452,2457],{"type":28,"tag":824,"props":2453,"children":2454},{},[2455],{"type":34,"value":2456},"Total Impressions",{"type":34,"value":2458}," are hitting record, all-time highs.",{"type":28,"tag":887,"props":2460,"children":2461},{},[2462,2467],{"type":28,"tag":824,"props":2463,"children":2464},{},[2465],{"type":34,"value":2466},"Cost-Per-Click (CPC)",{"type":34,"value":2468}," looks highly optimized and efficient.",{"type":28,"tag":37,"props":2470,"children":2471},{},[2472],{"type":34,"value":2473},"On paper, the top of your marketing funnel looks healthier than ever. But when you log into your CRM and look at the executive revenue dashboard, the reality is starkly different.",{"type":28,"tag":37,"props":2475,"children":2476},{},[2477],{"type":34,"value":2478},"The net-new sales pipeline has stalled. Your sales development representatives (SDRs) are sorting through a mountain of leads that go completely cold upon outreach. Your account executives are complaining about empty calendars, and your backend pipeline conversion rate has quietly dropped by a devastating 25%. Despite spending more capital than ever post-funding, your cost to acquire a customer (CAC) is soaring, and your capital burn rate is outpacing actual pipeline velocity.",{"type":28,"tag":37,"props":2480,"children":2481},{},[2482],{"type":34,"value":2483},"The metrics that look good on marketing slide decks are completely disconnected from cash-flow reality. The traditional B2B demand generation playbooks—heavily reliant on buying generic ad impressions, chasing abstract vanity metrics, and blindly trusting ad network automation- are fundamentally broken.",{"type":28,"tag":37,"props":2485,"children":2486},{},[2487],{"type":34,"value":2488},"To protect your capital and restart your revenue engine, you must diagnose the structural flaws in modern ad networks that cause this backend leakage and transition from an impression-chasing model to a pipeline-velocity framework.",{"type":28,"tag":29,"props":2490,"children":2492},{"id":2491},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[2493],{"type":34,"value":2494},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":28,"tag":37,"props":2496,"children":2497},{},[2498],{"type":34,"value":2499},"The core reason your backend pipeline is deteriorating while front-end metrics look healthy is a structural shift in how major digital ad networks operate. The software landscape has experienced a massive wave of algorithmic automation. Platforms have quietly removed granular user control in favor of artificial intelligence-driven, multi-placement campaigns.",{"type":28,"tag":978,"props":2501,"children":2503},{"id":2502},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[2504],{"type":34,"value":2505},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":28,"tag":37,"props":2507,"children":2508},{},[2509],{"type":34,"value":2510},"Originally introduced as a replacement for legacy video discovery formats, these campaigns are built to drive engagement across Google’s vast ecosystem: YouTube, Gmail, Discover, and the Google Display Network. On paper, this level of automation looks highly efficient. In practice, it introduces a structural issue: Blended Inventory Bleed.",{"type":28,"tag":37,"props":2512,"children":2513},{},[2514],{"type":34,"value":2515},"When you spin up a standard campaign with these settings, the ad network packages high-intent premium search and video inventory alongside low-intent fringe placements. The underlying algorithms are engineered to chase the lowest-cost clicks and impressions needed to hit your daily spend targets.",{"type":28,"tag":37,"props":2517,"children":2518},{},[2519],{"type":34,"value":2520},"As a result, your budget is steadily redirected away from true in-market buyers into automated mobile apps, low-quality YouTube surfaces, and accidental taps on mobile swipe feeds. The platform will proudly show you an optimized, low Cost-Per-MQL, while the reality in your CRM is that you’re funding non-intent traffic that has virtually no chance of becoming a closed-won opportunity.",{"type":28,"tag":978,"props":2522,"children":2524},{"id":2523},"_2-linkedin-ad-fatigue",[2525],{"type":34,"value":2526},"2. LinkedIn Ad Fatigue",{"type":28,"tag":37,"props":2528,"children":2529},{},[2530,2532,2537],{"type":34,"value":2531},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":28,"tag":824,"props":2533,"children":2534},{},[2535],{"type":34,"value":2536},"LinkedIn Ad Fatigue",{"type":34,"value":2538},". As massive amounts of venture capital pour into identical target audiences, decision-makers are being inundated with repetitive, formulaic single-image ads and gated PDF lead-generation forms.",{"type":28,"tag":37,"props":2540,"children":2541},{},[2542,2544,2551],{"type":34,"value":2543},"According to data compiled in the ",{"type":28,"tag":1331,"props":2545,"children":2548},{"href":2546,"rel":2547},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[1335],[2549],{"type":34,"value":2550},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":34,"value":2552},", non-branded search and standard social click-through rates have experienced noticeable industry-wide compression as buyers tune out generic corporate messaging. When your target audience develops ad blindness, automated bidding systems often serve your ads to peripheral, less relevant segments of your audience to hit your volume targets. You end up paying a premium for clicks from users who have the right company name on their profiles but have absolutely zero buying authority or intent.",{"type":28,"tag":37,"props":2554,"children":2555},{},[2556],{"type":28,"tag":852,"props":2557,"children":2559},{"alt":7,"src":2558},"https://assets.mkgmarketinginc.com/1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[],{"type":28,"tag":29,"props":2561,"children":2563},{"id":2562},"the-fatal-flaw-pipeline-vs-mqls",[2564],{"type":34,"value":2565},"The Fatal Flaw: Pipeline vs. MQLs",{"type":28,"tag":37,"props":2567,"children":2568},{},[2569],{"type":34,"value":2570},"If your internal marketing performance is tied to Marketing Qualified Leads (MQLs), your team is naturally incentivized to run campaigns that feed this algorithmic dilution. An MQL model views every form fill or content download as an equal unit of value.",{"type":28,"tag":37,"props":2572,"children":2573},{},[2574,2576,2581],{"type":34,"value":2575},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":28,"tag":824,"props":2577,"children":2578},{},[2579],{"type":34,"value":2580},"pipeline velocity",{"type":34,"value":2582},". Pipeline velocity measures the speed at which a prospect moves through your sales cycle and converts into actual revenue. It is governed by a simple mathematical relationship:",{"type":28,"tag":37,"props":2584,"children":2585},{},[2586],{"type":28,"tag":824,"props":2587,"children":2588},{},[2589],{"type":34,"value":2590},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":2592,"children":2593},{},[2594],{"type":34,"value":2595},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",{"type":28,"tag":883,"props":2597,"children":2598},{},[2599,2616,2626],{"type":28,"tag":887,"props":2600,"children":2601},{},[2602,2607,2609,2614],{"type":28,"tag":824,"props":2603,"children":2604},{},[2605],{"type":34,"value":2606},"Diminished Opportunity Quality:",{"type":34,"value":2608}," Your total number of ",{"type":28,"tag":1074,"props":2610,"children":2611},{},[2612],{"type":34,"value":2613},"qualified",{"type":34,"value":2615}," opportunities decreases because sales teams waste time calling invalid leads. This creates internal friction, slowing your organizational momentum and frustrating high-performing sales representatives.",{"type":28,"tag":887,"props":2617,"children":2618},{},[2619,2624],{"type":28,"tag":824,"props":2620,"children":2621},{},[2622],{"type":34,"value":2623},"Depressed Win Rates:",{"type":34,"value":2625}," Your win rate drops significantly because the baseline buying intent from automated placements is non-existent. Leads stay stuck in early discovery pipelines indefinitely, inflating your apparent pipeline without contributing to actual bookings.",{"type":28,"tag":887,"props":2627,"children":2628},{},[2629,2634],{"type":28,"tag":824,"props":2630,"children":2631},{},[2632],{"type":34,"value":2633},"Expanded Cycle Length:",{"type":34,"value":2635}," Your sales cycle length expands dramatically because SDRs must spend weeks chasing and filtering out accidental clicks, burning through critical sales development resources and delaying market penetration.",{"type":28,"tag":37,"props":2637,"children":2638},{},[2639],{"type":34,"value":2640},"To scale predictably post-Series B, you must ruthlessly eliminate the distinction between marketing metrics and sales reality. Every single dollar deployed into paid media must be measured not by the volume of contacts it generates, but by how effectively it accelerates velocity through the active pipeline.",{"type":28,"tag":37,"props":2642,"children":2643},{},[2644],{"type":28,"tag":852,"props":2645,"children":2647},{"alt":7,"src":2646},"https://assets.mkgmarketinginc.com/98c78d8d-12fc-4480-a7f7-54b74f1dc0e3-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-2.png",[],{"type":28,"tag":29,"props":2649,"children":2651},{"id":2650},"systemic-accountability-the-path-to-de-risking-spend",[2652,2657],{"type":28,"tag":824,"props":2653,"children":2654},{},[2655],{"type":34,"value":2656},"Systemic Accountability: The Pat",{"type":34,"value":2658},"h to De-Risking Spend",{"type":28,"tag":37,"props":2660,"children":2661},{},[2662],{"type":34,"value":2663},"Stopping this cash burn requires a fundamental shift in how you structure, audit, and hold your paid media channels accountable. You cannot treat paid media as a slot machine where you pull the lever of ad spend and pray that revenue emerges on the other side. You must treat your paid marketing as a highly predictable, mathematically verified system built on absolute truth and accountability.",{"type":28,"tag":37,"props":2665,"children":2666},{},[2667],{"type":34,"value":2668},"De-risking your post-funding ad spend requires a rigorous architectural overhaul of your marketing campaigns across three core operational pillars:",{"type":28,"tag":978,"props":2670,"children":2672},{"id":2671},"pillar-1-decoupling-blended-placements-and-enforcing-guardrails",[2673],{"type":34,"value":2674},"Pillar 1: Decoupling Blended Placements and Enforcing Guardrails",{"type":28,"tag":37,"props":2676,"children":2677},{},[2678],{"type":34,"value":2679},"The first immediate operational step to stop the bleeding is to regain control over where your ad creatives actually display. You must move away from default, fully automated campaign settings that give ad networks a blank check to distribute your budget across low-value inventory.",{"type":28,"tag":883,"props":2681,"children":2682},{},[2683,2693],{"type":28,"tag":887,"props":2684,"children":2685},{},[2686,2691],{"type":28,"tag":824,"props":2687,"children":2688},{},[2689],{"type":34,"value":2690},"Isolate Video Inventory:",{"type":34,"value":2692}," Within your Google Demand Gen Campaigns, you must actively decouple your video inventory from standard contextual display feeds. YouTube inventory must be managed and optimized as an independent channel.",{"type":28,"tag":887,"props":2694,"children":2695},{},[2696,2701],{"type":28,"tag":824,"props":2697,"children":2698},{},[2699],{"type":34,"value":2700},"Enforce Strict Exclusions:",{"type":34,"value":2702}," You must upload comprehensive placement exclusion lists that block your ads from showing on mobile applications, gaming channels, and non-business video content.",{"type":28,"tag":37,"props":2704,"children":2705},{},[2706],{"type":34,"value":2707},"By aggressively trimming away peripheral placements, you force the ad platform's algorithm to deploy your capital strictly into premium, high-intent viewing environments where your target B2B buyer is actively consuming professional content.",{"type":28,"tag":978,"props":2709,"children":2711},{"id":2710},"pillar-2-synchronizing-ad-networks-with-offline-crm-signals",[2712],{"type":34,"value":2713},"Pillar 2: Synchronizing Ad Networks with Offline CRM Signals",{"type":28,"tag":37,"props":2715,"children":2716},{},[2717],{"type":34,"value":2718},"Ad network algorithms are incredibly intelligent, but they are entirely blind to your revenue reality unless you feed them the correct data. If you only pass front-end conversion signals (like a whitepaper download or a generic form fill) back to Google and LinkedIn, their machine-learning models will continuously search for more people who exhibit that exact surface-level behavior.",{"type":28,"tag":37,"props":2720,"children":2721},{},[2722],{"type":34,"value":2723},"To fix this, you must establish an automated, real-time feedback loop between your CRM (such as HubSpot or Salesforce) and your ad network accounts. By leveraging Conversational API (CAPI) integrations and offline conversion tracking, you must pass deep-funnel milestones directly back to the ad platforms:",{"type":28,"tag":2725,"props":2726,"children":2727},"ol",{},[2728,2733,2738],{"type":28,"tag":887,"props":2729,"children":2730},{},[2731],{"type":34,"value":2732},"Sales Qualified Lead (SQL) validation milestones.",{"type":28,"tag":887,"props":2734,"children":2735},{},[2736],{"type":34,"value":2737},"Formal discovery meeting completed tracking.",{"type":28,"tag":887,"props":2739,"children":2740},{},[2741],{"type":34,"value":2742},"Pipeline opportunity value verification.",{"type":28,"tag":37,"props":2744,"children":2745},{},[2746],{"type":34,"value":2747},"When the ad network’s bidding engine realizes that a specific sub-audience or placement is generating genuine pipeline velocity while another is only generating dead-end MQLs, it will automatically shift your budget away from the automated bleed and focus heavily on high-intent conversion pathways.",{"type":28,"tag":978,"props":2749,"children":2751},{"id":2750},"pillar-3-establishing-a-unified-system-of-attribution-tracking",[2752],{"type":34,"value":2753},"Pillar 3: Establishing a Unified System of Attribution Tracking",{"type":28,"tag":37,"props":2755,"children":2756},{},[2757],{"type":34,"value":2758},"You can no longer trust self-reported attribution metrics inside individual ad platforms. LinkedIn will claim a conversion if someone merely saw an ad within 30 days, and Google will do the same for a basic search impression. The result is a heavily distorted performance picture, riddled with double-counting and inflated ROI figures that hide systemic waste.",{"type":28,"tag":37,"props":2760,"children":2761},{},[2762],{"type":34,"value":2763},"You need a unified, multi-touch attribution model that captures the full behavior of the B2B buying committee. With modern enterprise deals involving roughly 10 stakeholders across many digital touchpoints, your measurement must focus on account-level engagement, not just isolated individual clicks. Track every paid interaction alongside organic, direct, and content syndication activity to identify exactly which paid motions are compressing your sales cycle and driving clean, consolidated pipeline growth.",{"type":28,"tag":37,"props":2765,"children":2766},{},[2767],{"type":28,"tag":852,"props":2768,"children":2770},{"alt":7,"src":2769},"https://assets.mkgmarketinginc.com/157d08c3-ac27-4147-832f-e4877df7a9df-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-3.png",[],{"type":28,"tag":29,"props":2772,"children":2774},{"id":2773},"protect-your-runway-by-demanding-pipeline-truth",[2775],{"type":34,"value":2776},"Protect Your Runway by Demanding Pipeline Truth",{"type":28,"tag":37,"props":2778,"children":2779},{},[2780],{"type":34,"value":2781},"As a Series B founder, your core obligation to your board, your team, and your runway is ruthless capital allocation. Clinging to legacy, volume-driven paid media tactics in today’s highly automated ad ecosystem is a near-certain path to burning cash.",{"type":28,"tag":37,"props":2783,"children":2784},{},[2785],{"type":34,"value":2786},"Stop applauding inflated impression counts and cheap, top-of-funnel leads that evaporate as soon as sales engages. Insist on full visibility into your downstream data. Require your marketing team and agencies to connect every ad dollar directly to qualified opportunities, improved win rates, and faster sales cycles.",{"type":28,"tag":37,"props":2788,"children":2789},{},[2790],{"type":34,"value":2791},"By deliberately separating blended network inventory, integrating your ad platforms with real CRM pipeline data, and managing paid media as a fully accountable, measurable system, you can strip out marketing waste, de-risk your growth runway, and build a predictable pipeline engine that positions you to dominate your category.",{"type":28,"tag":29,"props":2793,"children":2794},{"id":1615},[2795],{"type":34,"value":1618},{"type":28,"tag":37,"props":2797,"children":2798},{},[2799],{"type":34,"value":2800},"Scaling after a Series B round means moving beyond volume-based marketing metrics and focusing on real pipeline velocity. When top-of-funnel indicators (like impressions and CTRs) look strong, but pipeline conversion falls by 25%, the underlying issue is almost always a mix of platform automation and audience fatigue. Google Demand Gen and similar products use blended inventory that quietly redirects your budget away from high-intent prospects toward low-value, accidental placements in mobile games and low-quality YouTube surfaces. At the same time, decision-makers are tuning out generic corporate outreach as systemic LinkedIn Ad Fatigue sets in.",{"type":28,"tag":37,"props":2802,"children":2803},{},[2804],{"type":34,"value":2805},"To escape this growth stall and stop wasting capital, B2B SaaS founders must enforce rigorous, systemic accountability across their paid media programs. Practically, that means taking three immediate steps: separating video inventory from broad automated feeds to prevent inventory bleed, implementing offline CRM tracking so that deep-funnel milestones are pushed back into ad platforms, and rolling out multi-touch, account-level attribution to track the full buying committee. Stop optimizing for cheap MQL volume that overwhelms your sales team. 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She chose to come back to the agency world when she learned about MKG and our People First values.",{"type":28,"tag":37,"props":3780,"children":3781},{},[3782],{"type":34,"value":3783},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",{"type":28,"tag":37,"props":3785,"children":3786},{},[3787],{"type":34,"value":3788},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",{"type":28,"tag":978,"props":3790,"children":3792},{"id":3791},"fun-facts",[3793],{"type":34,"value":3794},"Fun facts",{"type":28,"tag":883,"props":3796,"children":3797},{},[3798,3803,3808],{"type":28,"tag":887,"props":3799,"children":3800},{},[3801],{"type":34,"value":3802},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":28,"tag":887,"props":3804,"children":3805},{},[3806],{"type":34,"value":3807},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",{"type":28,"tag":887,"props":3809,"children":3810},{},[3811],{"type":34,"value":3812},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":787,"depth":787,"links":3814},[3815],{"id":3791,"depth":1636,"text":3794},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3820,"_dir":3753,"_draft":6,"_partial":6,"_locale":7,"title":3821,"description":3822,"name":3821,"ref":3823,"jobTitle":3824,"team":3824,"images":3825,"linkedIn":3827,"quoteCite":3764,"sequence":3828,"body":3829,"_type":791,"_id":3890,"_source":793,"_file":3891,"_stem":3892,"_extension":796,"category":3753,"minutes":3893},"/team/alicia-antonow","Alicia Antonow","Meet Alicia Antonow, one of MKG Marketing’s saavy digital ads experts, bringing 15+ years of hands on execution and strategy to the table.","alicia-antonow","Digital Advertising Experts",{"landscape":3826},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":25,"children":3830,"toc":3888},[3831,3839,3844,3852,3857,3865,3870,3878,3883],{"type":28,"tag":37,"props":3832,"children":3833},{},[3834],{"type":28,"tag":824,"props":3835,"children":3836},{},[3837],{"type":34,"value":3838},"How I Got Into Digital Advertising",{"type":28,"tag":37,"props":3840,"children":3841},{},[3842],{"type":34,"value":3843},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",{"type":28,"tag":37,"props":3845,"children":3846},{},[3847],{"type":28,"tag":824,"props":3848,"children":3849},{},[3850],{"type":34,"value":3851},"What I Love About Paid Search",{"type":28,"tag":37,"props":3853,"children":3854},{},[3855],{"type":34,"value":3856},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",{"type":28,"tag":37,"props":3858,"children":3859},{},[3860],{"type":28,"tag":824,"props":3861,"children":3862},{},[3863],{"type":34,"value":3864},"Why I Chose MKG Marketing",{"type":28,"tag":37,"props":3866,"children":3867},{},[3868],{"type":34,"value":3869},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",{"type":28,"tag":37,"props":3871,"children":3872},{},[3873],{"type":28,"tag":824,"props":3874,"children":3875},{},[3876],{"type":34,"value":3877},"Fun Facts About Me",{"type":28,"tag":37,"props":3879,"children":3880},{},[3881],{"type":34,"value":3882},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",{"type":28,"tag":37,"props":3884,"children":3885},{},[3886],{"type":34,"value":3887},"I take cooking classes with locals wherever I go and love scuba diving whenever there’s water nearby.\nMy kids are my world—seeing their faces light up when experiencing something new brings me the greatest joy.",{"title":7,"searchDepth":787,"depth":787,"links":3889},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":3895,"_dir":3753,"_draft":6,"_partial":6,"_locale":7,"title":3896,"description":3897,"name":3896,"jobTitle":3898,"team":3899,"images":3900,"ref":3902,"linkedIn":3903,"sequence":3904,"body":3905,"_type":791,"_id":3953,"_source":793,"_file":3954,"_stem":3955,"_extension":796,"category":3753,"minutes":787},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":3901},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":25,"children":3906,"toc":3950},[3907,3913,3918,3923,3928,3932],{"type":28,"tag":37,"props":3908,"children":3910},{"className":3909},[3770],[3911],{"type":34,"value":3912},"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",{"type":28,"tag":37,"props":3914,"children":3915},{},[3916],{"type":34,"value":3917},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical/pharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",{"type":28,"tag":37,"props":3919,"children":3920},{},[3921],{"type":34,"value":3922},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":28,"tag":37,"props":3924,"children":3925},{},[3926],{"type":34,"value":3927},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",{"type":28,"tag":978,"props":3929,"children":3930},{"id":3791},[3931],{"type":34,"value":3794},{"type":28,"tag":883,"props":3933,"children":3934},{},[3935,3940,3945],{"type":28,"tag":887,"props":3936,"children":3937},{},[3938],{"type":34,"value":3939},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",{"type":28,"tag":887,"props":3941,"children":3942},{},[3943],{"type":34,"value":3944},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",{"type":28,"tag":887,"props":3946,"children":3947},{},[3948],{"type":34,"value":3949},"Avery is a black belt in Pasaryu. This is a Korean mixed martial art which includes karate, kung fu, and Taekwondo. He has also trained and competed with weapons: nunchucks and samurai sword just to name a couple!",{"title":7,"searchDepth":787,"depth":787,"links":3951},[3952],{"id":3791,"depth":1636,"text":3794},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":3957,"_dir":3753,"_draft":6,"_partial":6,"_locale":7,"title":3958,"description":3959,"name":3958,"ref":3960,"jobTitle":3961,"team":3962,"images":3963,"linkedIn":3965,"quote":3966,"quoteCite":3967,"sequence":3968,"body":3969,"_type":791,"_id":4016,"_source":793,"_file":4017,"_stem":4018,"_extension":796,"category":3753,"minutes":787},"/team/jared-gerling","Jared Gerling","Meet Jared Gerling, one of MKG Marketing’s thoughtful SEO Experts, bringing 10+ years of experience, intentionality, and creativity to the team.","jared-gerling","SEO Expert","SEO Experts",{"landscape":3964},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":25,"children":3970,"toc":4014},[3971,3976,3981,3986,3991,3996],{"type":28,"tag":37,"props":3972,"children":3973},{},[3974],{"type":34,"value":3975},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",{"type":28,"tag":37,"props":3977,"children":3978},{},[3979],{"type":34,"value":3980},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",{"type":28,"tag":37,"props":3982,"children":3983},{},[3984],{"type":34,"value":3985},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",{"type":28,"tag":37,"props":3987,"children":3988},{},[3989],{"type":34,"value":3990},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",{"type":28,"tag":37,"props":3992,"children":3993},{},[3994],{"type":34,"value":3995},"Fun Facts:",{"type":28,"tag":883,"props":3997,"children":3998},{},[3999,4004,4009],{"type":28,"tag":887,"props":4000,"children":4001},{},[4002],{"type":34,"value":4003},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",{"type":28,"tag":887,"props":4005,"children":4006},{},[4007],{"type":34,"value":4008},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",{"type":28,"tag":887,"props":4010,"children":4011},{},[4012],{"type":34,"value":4013},"I love a really good French Martini.",{"title":7,"searchDepth":787,"depth":787,"links":4015},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":4020,"_dir":3753,"_draft":6,"_partial":6,"_locale":7,"title":4021,"description":4022,"name":4023,"jobTitle":4024,"images":4025,"ref":4027,"sequence":4028,"imageDescription":4029,"body":4030,"_type":791,"_id":4082,"_source":793,"_file":4083,"_stem":4084,"_extension":796,"category":3753,"minutes":787},"/team/kathy-obrien","Kathy Obrien","Meet Kathy O’Brien, MKG Marketing’s amazing executive assistant who consistently supports all of MKG across the many needs of the company.","Kathy O'Brien","Executive Assistant",{"landscape":4026},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":25,"children":4031,"toc":4079},[4032,4038,4043,4052,4057,4061],{"type":28,"tag":37,"props":4033,"children":4035},{"className":4034},[3770],[4036],{"type":34,"value":4037},"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",{"type":28,"tag":37,"props":4039,"children":4040},{},[4041],{"type":34,"value":4042},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",{"type":28,"tag":4044,"props":4045,"children":4046},"blockquote",{},[4047],{"type":28,"tag":37,"props":4048,"children":4049},{},[4050],{"type":34,"value":4051},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":28,"tag":37,"props":4053,"children":4054},{},[4055],{"type":34,"value":4056},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",{"type":28,"tag":978,"props":4058,"children":4059},{"id":3791},[4060],{"type":34,"value":3794},{"type":28,"tag":883,"props":4062,"children":4063},{},[4064,4069,4074],{"type":28,"tag":887,"props":4065,"children":4066},{},[4067],{"type":34,"value":4068},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":28,"tag":887,"props":4070,"children":4071},{},[4072],{"type":34,"value":4073},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",{"type":28,"tag":887,"props":4075,"children":4076},{},[4077],{"type":34,"value":4078},"Special talent: Baking. Her boys’ (Bill included) favorites are Spritz Cookies and Chocolate Chip Cookies. There is a running family debate as to whether Ricotta Cookies are cookies or biscuits. At Christmas time, Kathy has been known to hide cookies to save some for guests.",{"title":7,"searchDepth":787,"depth":787,"links":4080},[4081],{"id":3791,"depth":1636,"text":3794},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4086,"_dir":3753,"_draft":6,"_partial":6,"_locale":7,"title":22,"description":4087,"ref":4088,"name":22,"team":3758,"quote":4089,"images":4090,"twitter":4092,"isLeader":3762,"jobTitle":4093,"linkedIn":4092,"sequence":3893,"quoteCite":4094,"imageDescription":4095,"body":4096,"_type":791,"_id":4144,"_source":793,"_file":4145,"_stem":4146,"_extension":796,"category":3753,"minutes":3893},"/team/kerry-guard","Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.","kerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.",{"landscape":4091},"kerry-guard.webp","kerryguard","Founder & CEO","Brené Brown","Kerry Guard, MKG Marketing’s Owner/CEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing",{"type":25,"children":4097,"toc":4141},[4098,4104,4116,4129,4133],{"type":28,"tag":37,"props":4099,"children":4101},{"className":4100},[3770],[4102],{"type":34,"value":4103},"Kerry Guard (she/her) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",{"type":28,"tag":37,"props":4105,"children":4106},{},[4107,4109,4114],{"type":34,"value":4108},"She also hosts our podcast, ",{"type":28,"tag":1331,"props":4110,"children":4112},{"href":4111},"/podcasts/marketing-leaders/",[4113],{"type":34,"value":16},{"type":34,"value":4115},", which brings eight digital marketing experts to your ears every quarter.",{"type":28,"tag":37,"props":4117,"children":4118},{},[4119,4121,4127],{"type":34,"value":4120},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",{"type":28,"tag":1331,"props":4122,"children":4124},{"href":4123},"/about/jobs/",[4125],{"type":34,"value":4126},"Jobs page",{"type":34,"value":4128}," and see if we have a position right for you!",{"type":28,"tag":978,"props":4130,"children":4131},{"id":3791},[4132],{"type":34,"value":3794},{"type":28,"tag":883,"props":4134,"children":4135},{},[4136],{"type":28,"tag":887,"props":4137,"children":4138},{},[4139],{"type":34,"value":4140},"Kerry now lives in Guernsey — a tiny nook in the world between England and France. Come visit for a spot of tea any time!",{"title":7,"searchDepth":787,"depth":787,"links":4142},[4143],{"id":3791,"depth":1636,"text":3794},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4148,"_dir":3753,"_draft":6,"_partial":6,"_locale":7,"title":4149,"description":4150,"name":4149,"ref":4151,"jobTitle":4152,"team":3824,"images":4153,"linkedIn":4155,"sequence":4156,"body":4157,"_type":791,"_id":4208,"_source":793,"_file":4209,"_stem":4210,"_extension":796,"category":3753,"minutes":787},"/team/leigh-snyder","Leigh Snyder","Meet Leigh Snyder, one of MKG Marketing’s amazing digital advertising experts, bringing 15 plus years of experience to the team","leigh-snyder","Digital Advertising Expert",{"landscape":4154},"leigh-snyder.webp","leighasnyder",50,{"type":25,"children":4158,"toc":4205},[4159,4165,4170,4175,4180,4185,4190,4195,4200],{"type":28,"tag":37,"props":4160,"children":4162},{"className":4161},[3770],[4163],{"type":34,"value":4164},"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",{"type":28,"tag":37,"props":4166,"children":4167},{},[4168],{"type":34,"value":4169},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",{"type":28,"tag":37,"props":4171,"children":4172},{},[4173],{"type":34,"value":4174},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",{"type":28,"tag":37,"props":4176,"children":4177},{},[4178],{"type":34,"value":4179},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",{"type":28,"tag":37,"props":4181,"children":4182},{},[4183],{"type":34,"value":4184},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",{"type":28,"tag":37,"props":4186,"children":4187},{},[4188],{"type":34,"value":4189},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":28,"tag":37,"props":4191,"children":4192},{},[4193],{"type":34,"value":4194},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",{"type":28,"tag":978,"props":4196,"children":4197},{"id":3791},[4198],{"type":34,"value":4199},"Fun Facts",{"type":28,"tag":37,"props":4201,"children":4202},{},[4203],{"type":34,"value":4204},"Although it was just was a short time, at age 19 Leigh drove cross country from a small town in PA and moved to Hollywood Hills, CA. Her view from her kitchen window was the Hollywood sign. Not a bad first apartment.",{"title":7,"searchDepth":787,"depth":787,"links":4206},[4207],{"id":3791,"depth":1636,"text":4199},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4212,"_dir":4213,"_draft":6,"_partial":6,"_locale":7,"title":4214,"description":4215,"name":4214,"imageDescription":4216,"ref":4217,"jobTitle":4218,"images":4219,"linkedIn":4217,"quote":4221,"quoteCite":4214,"sequence":1245,"body":4222,"_type":791,"_id":4296,"_source":793,"_file":4297,"_stem":4298,"_extension":796,"category":4213,"minutes":3893},"/team/marketing-leadership/celeste-jacroux","marketing-leadership","Celeste Jacroux","Meet Celeste Jacroux, a strategic GTM partner to MKG and Founder of Sweel Marketing Advisors. She leads Go-to-Market strategy for high-growth companies.","Celeste Jacroux, Founder of Swell Marketing Advisors and MKG Partner","celeste-jacroux","Fractional GTM Leader | Founder, Swell Marketing Advisors",{"landscape":4220},"celeste-jacroux.webp","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"type":25,"children":4223,"toc":4293},[4224,4237,4242,4254,4260],{"type":28,"tag":37,"props":4225,"children":4227},{"className":4226},[3770],[4228,4230,4235],{"type":34,"value":4229},"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. As the Founder of ",{"type":28,"tag":824,"props":4231,"children":4232},{},[4233],{"type":34,"value":4234},"Swell Marketing Advisors",{"type":34,"value":4236}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":28,"tag":37,"props":4238,"children":4239},{},[4240],{"type":34,"value":4241},"Celeste understands that for founders, the hardest phase is often bridging the gap between a great product and the market that needs it. She specializes in clarifying positioning, defining ideal customer profiles (ICPs), and building the strategic roadmap that turns vision into traction.",{"type":28,"tag":37,"props":4243,"children":4244},{},[4245,4247,4252],{"type":34,"value":4246},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":28,"tag":824,"props":4248,"children":4249},{},[4250],{"type":34,"value":4251},"Marketing Leadership + Activation",{"type":34,"value":4253}," clients. 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As a mom of twins, she built MKG on a \"People First\" methodology—championing policies like 20 vacation days and zero after-hours emails—because she knows that rested, respected experts drive the best ROI.",{"type":28,"tag":978,"props":4370,"children":4371},{"id":3791},[4372],{"type":34,"value":3794},{"type":28,"tag":883,"props":4374,"children":4375},{},[4376],{"type":28,"tag":887,"props":4377,"children":4378},{},[4379],{"type":34,"value":4140},{"title":7,"searchDepth":787,"depth":787,"links":4381},[4382],{"id":3791,"depth":1636,"text":3794},"content:team:marketing-leadership:kerry-guard.md","team/marketing-leadership/kerry-guard.md","team/marketing-leadership/kerry-guard",{"_path":4387,"_dir":4213,"_draft":6,"_partial":6,"_locale":7,"title":4388,"description":4389,"name":4390,"imageDescription":4391,"ref":4392,"jobTitle":4393,"images":4394,"linkedIn":4392,"quote":4396,"quoteCite":4390,"sequence":1646,"body":4397,"_type":791,"_id":4480,"_source":793,"_file":4481,"_stem":4482,"_extension":796,"category":4213,"minutes":3893},"/team/marketing-leadership/laura-mcaliley","Laura Mcaliley","Meet Laura McAliley, a strategic partner to MKG and Founder of Pebble Marketing. 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