[{"data":1,"prerenderedAt":4993},["ShallowReactive",2],{"podcast-marketing-leaders-jane-serra-on-why-marketing-should-own-pipeline-not-just-leads":3,"header-articles":1055,"updatesSection-all":3082,"updatesSection-all-team":4008},{"_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,"guestimg":19,"iframe":20,"guestabout":21,"body":22,"_type":1049,"_id":1050,"_source":1051,"_file":1052,"_stem":1053,"_extension":1054,"category":5},"/podcasts/marketing-leaders/jane-serra-on-why-marketing-should-own-pipeline-not-just-leads","marketing-leaders",false,"","Jane Serra on Why Marketing Should Own Pipeline, Not Just Leads","In this episode, Jane Serra discusses why modern marketing teams need to move beyond vanity metrics and take ownership of pipeline from the very first qualified hand-raiser. She shares her approach to redefining MQLs, investing in paid media, building first-party content, preparing for AI-powered search, and creating marketing programs that prioritize trust, relevance, and long-term revenue growth over short-term lead volume.","2026-07-02T18:08:58.011Z",{"length":12,"url":13},"56124111","https://share.transistor.fm/s/d097815d","224","49","Back on T-R-A-C-K","Jane Serra","https://www.linkedin.com/in/janeserra/","https://assets.mkgmarketinginc.com/6f2f03ba-068f-4137-bd6f-ad6cdf00c920-jane-serra.webp","https://share.transistor.fm/e/d097815d","Jane Serra is a growth marketing leader who helps B2B companies scale revenue through demand generation, strategic positioning, and customer-first marketing.",{"type":23,"children":24,"toc":1044},"root",[25,34,40,46,51,56,61,66,71,76,81,86,91,96,101,106,111,116,121,126,131,136,141,146,151,156,161,166,171,176,181,186,191,196,201,206,211,216,221,226,231,236,241,246,251,256,261,266,271,276,281,286,291,296,301,306,311,316,321,326,331,336,341,346,351,356,361,366,371,376,381,386,391,396,401,406,411,416,421,426,431,436,441,446,451,456,461,466,471,476,481,486,491,496,501,506,511,516,521,526,531,536,541,546,551,556,561,566,571,575,580,585,590,595,600,605,610,615,620,625,630,635,640,645,650,655,660,665,670,675,680,685,690,695,700,705,710,714,719,724,729,734,739,744,749,754,759,764,769,774,779,784,789,794,799,804,809,814,819,824,829,834,839,844,849,854,859,864,869,874,879,884,889,894,899,904,909,914,919,924,929,934,939,944,949,954,959,964,969,974,979,984,989,994,999,1004,1009,1014,1019,1024,1029,1034,1039],{"type":26,"tag":27,"props":28,"children":30},"element","h2",{"id":29},"overview",[31],{"type":32,"value":33},"text","Overview",{"type":26,"tag":35,"props":36,"children":37},"p",{},[38],{"type":32,"value":39},"Jane explains why today's highest-performing marketing teams are redefining success by focusing on pipeline quality instead of lead quantity. She explores how paid media, first-party content, AI search optimization, and stronger alignment with sales are helping marketers build trust with buyers earlier in their journey. Throughout the conversation, she emphasizes that sustainable growth comes from understanding your audience, creating genuine value, and measuring the metrics that truly matter.",{"type":26,"tag":27,"props":41,"children":43},{"id":42},"transcript",[44],{"type":32,"value":45},"Transcript:",{"type":26,"tag":35,"props":47,"children":48},{},[49],{"type":32,"value":50},"Kerry Guard  0:12  ",{"type":26,"tag":35,"props":52,"children":53},{},[54],{"type":32,"value":55},"And we're live. Welcome back to Back on Track. I'm Kerry Guard, and when I'm not hosting this, I run MKG Marketing, where we help B2B tech teams get found in search and AI answers, the Google results, and the ChatGPT Plus paid to fill the gaps. So I spend most of my days in the exact stuff we're about to get into. My guest today is someone a lot of you already know, Jane Sarah, with 17-plus years in B2B marketing across SaaS agencies and international outsourcing. She leads growth marketing at her company, and she's the creator and host of Women in B2B Marketing. So, she runs the mic as well as runs the strategy. Jane, I'm so glad we finally made this happen. Welcome to the show.",{"type":26,"tag":35,"props":57,"children":58},{},[59],{"type":32,"value":60},"Jane Serra  0:53  ",{"type":26,"tag":35,"props":62,"children":63},{},[64],{"type":32,"value":65},"Thank you so much. I'm so excited to chat with you on and off the mic. ",{"type":26,"tag":35,"props":67,"children":68},{},[69],{"type":32,"value":70},"Kerry Guard  0:58  ",{"type":26,"tag":35,"props":72,"children":73},{},[74],{"type":32,"value":75},"On and off. Yes, I love behind-the-scenes conversations, which we're going to get into. I know that the LinkedIn profile has a bit of what we will touch on, but actually, Jane and I had a really awesome conversation before this that we need to, we just need to unpack live for y'all. So, we're going to get into it. Before we do that, though, a little word association game. Fun fact: I looked at our YouTube today, and our shorts are the best-performing shorts, and it's these little games that I play at the beginning of the show that are actually the top performers.",{"type":26,"tag":35,"props":77,"children":78},{},[79],{"type":32,"value":80},"Jane Serra  1:34  ",{"type":26,"tag":35,"props":82,"children":83},{},[84],{"type":32,"value":85},"So I was like, people just want to have fun.",{"type":26,"tag":35,"props":87,"children":88},{},[89],{"type":32,"value":90},"Kerry Guard  1:36  ",{"type":26,"tag":35,"props":92,"children":93},{},[94],{"type":32,"value":95},"I know, and I haven't done it in a while, and I was like, well, guess who's bringing those back, so we're going to do a little word association, so you say the first thing that pops into your head, not overthinking it. Okay, okay, I'm just going to do a single word, and you're going to tell me what it means to you, not necessarily a definition, just what it means to you and the work that you do.",{"type":26,"tag":35,"props":97,"children":98},{},[99],{"type":32,"value":100},"Jane Serra  2:00  ",{"type":26,"tag":35,"props":102,"children":103},{},[104],{"type":32,"value":105},"Okay, okay, paid ads. Surprisingly, love again.",{"type":26,"tag":35,"props":107,"children":108},{},[109],{"type":32,"value":110},"Kerry Guard  2:07  ",{"type":26,"tag":35,"props":112,"children":113},{},[114],{"type":32,"value":115},"Yeah, AI slop.",{"type":26,"tag":35,"props":117,"children":118},{},[119],{"type":32,"value":120},"Jane Serra  2:10  ",{"type":26,"tag":35,"props":122,"children":123},{},[124],{"type":32,"value":125},"oh noise. And we will get into that later, too. Yeah, I just love AI. I'm actually pumped about a bunch of things we're building at Memory Blue with AI, but there are ways to use it that help you and help your audience, and there are ways to use it that feel manipulative to try to get an audience that doesn't really help anyone.",{"type":26,"tag":35,"props":127,"children":128},{},[129],{"type":32,"value":130},"Kerry Guard  2:30  ",{"type":26,"tag":35,"props":132,"children":133},{},[134],{"type":32,"value":135},"So, true. Stay tuned, folks. WordPress.",{"type":26,"tag":35,"props":137,"children":138},{},[139],{"type":32,"value":140},"Jane Serra  2:34  ",{"type":26,"tag":35,"props":142,"children":143},{},[144],{"type":32,"value":145},"And I still love WordPress. I think it has a lot of evolving to do, similar to Salesforce, right? Like we're all just in it and use it. I have not made the conversion over to Webflow yet, though I hear great things. It's just such a headache to switch platforms. So mixed is my response.",{"type":26,"tag":35,"props":147,"children":148},{},[149],{"type":32,"value":150},"Kerry Guard  2:56  ",{"type":26,"tag":35,"props":152,"children":153},{},[154],{"type":32,"value":155},"first-party data",{"type":26,"tag":35,"props":157,"children":158},{},[159],{"type":32,"value":160},"Jane Serra  3:00  ",{"type":26,"tag":35,"props":162,"children":163},{},[164],{"type":32,"value":165},"love, and I think there's a lot that can be used to focus on this. I think we'll talk a little about this too, but first party data and first-party, just general creating of things, and collecting and sharing results of things, all of that is what helps you stand out amongst the AI slop, and helps you, of course, collect data that helps you make decisions, so true attribution is a necessary evil. We can attribute everything, but we have to directionally show things, and then explain ourselves. So necessary evil that we will never really figure out in marketing.",{"type":26,"tag":35,"props":167,"children":168},{},[169],{"type":32,"value":170},"Kerry Guard  3:40  ",{"type":26,"tag":35,"props":172,"children":173},{},[174],{"type":32,"value":175},"Oh, except that LinkedIn.",{"type":26,"tag":35,"props":177,"children":178},{},[179],{"type":32,"value":180},"Jane Serra  3:41  ",{"type":26,"tag":35,"props":182,"children":183},{},[184],{"type":32,"value":185},"LinkedIn, I love LinkedIn. We were just talking about this before we turned on the mics, because I just posted about us hiring at Memory Blue, a few positions, but when you, as soon as you say you're hiring on LinkedIn, you get flooded with DMs and comments and stuff, which is, you know, great for reach, but not great for noise, similar to AI slop, where, like, I'm getting a ton of people coming in, but they're not actually fits for the role. So this is one thing that I'm not a fan of on LinkedIn.",{"type":26,"tag":35,"props":187,"children":188},{},[189],{"type":32,"value":190},"Kerry Guard  4:13  ",{"type":26,"tag":35,"props":192,"children":193},{},[194],{"type":32,"value":195},"Best practice.",{"type":26,"tag":35,"props":197,"children":198},{},[199],{"type":32,"value":200},"Jane Serra  4:15  ",{"type":26,"tag":35,"props":202,"children":203},{},[204],{"type":32,"value":205},"Best practice, overused term, but also really important, like when you're even like it's kind of the thing we hate creating as marketers for content, but you kind of have to, and when we search for things, you still kind of look it up if you're looking for a starting starting point, but I am a big fan of marketing owning pipeline, so the kind of a shift, a mindset shift of what pipeline is to me. Pipeline doesn't begin with opportunity. Pipeline begins with proper MQLs, not downloads, but actual hand raisers, and then everything passes there. And marketing should own the whole journey, of course, with sales. As it comes to the bottom.",{"type":26,"tag":35,"props":207,"children":208},{},[209],{"type":32,"value":210},"Kerry Guard  5:01  ",{"type":26,"tag":35,"props":212,"children":213},{},[214],{"type":32,"value":215},"They should merge and then mix exactly.",{"type":26,"tag":35,"props":217,"children":218},{},[219],{"type":32,"value":220},"Jane Serra  5:04  ",{"type":26,"tag":35,"props":222,"children":223},{},[224],{"type":32,"value":225},"Yeah, yes.",{"type":26,"tag":35,"props":227,"children":228},{},[229],{"type":32,"value":230},"Kerry Guard  5:06  ",{"type":26,"tag":35,"props":232,"children":233},{},[234],{"type":32,"value":235},"All right. Let's get to it, let's get into it, because we have a lot to get through, as you can see from that teaser.",{"type":26,"tag":35,"props":237,"children":238},{},[239],{"type":32,"value":240},"Jane Serra  5:14  ",{"type":26,"tag":35,"props":242,"children":243},{},[244],{"type":32,"value":245},"Yeah.",{"type":26,"tag":35,"props":247,"children":248},{},[249],{"type":32,"value":250},"Kerry Guard  5:16  ",{"type":26,"tag":35,"props":252,"children":253},{},[254],{"type":32,"value":255},"Let's talk about paid, because that was one of the first words you were launching pay for the first time ever, right? As everyone on LinkedIn was declaring paid dead, why did you zig when everybody else zagged?",{"type":26,"tag":35,"props":257,"children":258},{},[259],{"type":32,"value":260},"Jane Serra  5:30  ",{"type":26,"tag":35,"props":262,"children":263},{},[264],{"type":32,"value":265},"Oh, because that's exactly what we have to do to stay relevant. That's in general, but the reason I went and am now investing in paid media, particularly search and LinkedIn, because that's where audiences, so again, not a best practice here, because you need to look where your audience is, and that's where you should invest in paid and test the waters, but I'll say a few things, like one, I see it works when you have somebody running it who knows what they're doing, it cannot be like me. I am not an ads expert, I'm not a paid media expert, or any of these channels. I know enough, but knowing enough sometimes can hinder you even more, because you get it started, you launch it, you're like, why isn't anything happening? Oh, it's because you didn't put all of these filters on, you're not targeting your audience, you're not excluding these countries, you're not adding these negative keywords, like there's so many tiny little details that make the biggest impact on ROI, where you're just wasting money, you're throwing money away if you're doing it, versus if you bring somebody in who knows what they're doing, and we are working with, like, the king of paid media, I'm not even gonna say his name, but he's the best, if you want to DM me, but so he knows everything, and we're just learning a ton from him ourselves, and we instantly saw ROI. So, where I love to bring in paid media is when you're building all of your channels, so at Memory Blue Marketing is relatively new, only about a year or so, we've been marketing, even though it's - we've been around for 20 plus years, but marketing is new, so we're setting up a ton of new channels right now, and while we're setting that up, because it takes time, we could turn on ads a lot faster, and so that was able to close a gap to help us hit our pipeline targets while we're building all of these other channels, so big advocate when done right.",{"type":26,"tag":35,"props":267,"children":268},{},[269],{"type":32,"value":270},"Kerry Guard  7:25  ",{"type":26,"tag":35,"props":272,"children":273},{},[274],{"type":32,"value":275},"When done right. Let's talk about paid search for a minute, because that's shifting underneath us drastically. Are you seeing a change in terms of since you - I know you just launched not too long ago, but I mean, yeah, there's been - I feel like every month there's new data around: is this going to be a thing?",{"type":26,"tag":35,"props":277,"children":278},{},[279],{"type":32,"value":280},"Jane Serra  7:46  ",{"type":26,"tag":35,"props":282,"children":283},{},[284],{"type":32,"value":285},"Yeah, it's interesting. For now, it still is, and I wonder if we still have a lot of competition because we're in a competitive market, but I wonder if competition will start to dwindle because people are thinking this, and they might reallocate their budget, which hopefully they do, and then we take over. Yeah, but I think right now I need to.. I don't know how we would look into this, but I love to see more research on this versus my one singular example, but we're still seeing it thrive on our side. Yes, branded, and also for our key high-intent campaigns, so we're seeing it work really well. My hypothesis, without data backing this up, is that people kind of came full circle with Google, so searching things, everyone started going to Claude, ChatGPT, et cetera, but now the Google results are still so like they're good and they give you AI results and your answers now, not just the links that I think people are back to searching on Google and Claude and Chat GPT, but I think the habit of Google is so entrenched in us for decades, like a decade or so, that people kind of came back to it, so we're still seeing it perform really well. Caveat to that, we still very much have to invest in LLMs and AEO, and make sure that we're optimizing for search there. So, it's for us; I see it working. We'll see if it stops at one point. We keep an eye on it, but for now, it's still doing well for us, despite the, I mean, we do have less organic traffic, right? Like everyone's seeing the dip in organic traffic, and I think that's because answers are right there. So you want to make sure your answer shows up, and ads are another way to get your answer right below the AI answer that Google shares.",{"type":26,"tag":35,"props":287,"children":288},{},[289],{"type":32,"value":290},"Kerry Guard  9:37  ",{"type":26,"tag":35,"props":292,"children":293},{},[294],{"type":32,"value":295},"Yeah, it's true. We are seeing, depending on the client in the situation, but we are seeing that the cost per acquisition is definitely climbing slowly but surely as impression volumes start to shrink, so I do think, for you know, for one of my clients, so I'm a fractional CMO, but then my team on the MPG side runs the paid ads. Yes, and says are all of our SEO, AEO geo, and for one of our clients, we are seeing that while we've moved a bulk of the budget into performance facts by keeping on brand and just the very bottom of the funnel targeted keywords that are going to convert, right, people who are like, okay, I do need this thing. Let me go, let me go find the websites that will give it to me that we're seeing success on. So very much have I narrowed the field down to.",{"type":26,"tag":35,"props":297,"children":298},{},[299],{"type":32,"value":300},"Jane Serra  10:33  ",{"type":26,"tag":35,"props":302,"children":303},{},[304],{"type":32,"value":305},"yes.",{"type":26,"tag":35,"props":307,"children":308},{},[309],{"type":32,"value":310},"Kerry Guard  10:33  ",{"type":26,"tag":35,"props":312,"children":313},{},[314],{"type":32,"value":315},"More of the transactional keywords for search than those broader terms, which is where we're going to address.",{"type":26,"tag":35,"props":317,"children":318},{},[319],{"type":32,"value":320},"Jane Serra  10:41  ",{"type":26,"tag":35,"props":322,"children":323},{},[324],{"type":32,"value":325},"Address, yeah, we're seeing the same thing, because you're right, like a decade ago when I was running paid search, it was mostly- not mostly, but we had it mixed up from top of funnel, middle of funnel, bottom of funnel, right? We would do- let's get them to read this blog post and point them to this webinar recording. We don't do that anymore. I don't think the value is there, but high intent and brand are the go-tos. Brand, yes, competitor as well.",{"type":26,"tag":35,"props":327,"children":328},{},[329],{"type":32,"value":330},"Kerry Guard  11:08  ",{"type":26,"tag":35,"props":332,"children":333},{},[334],{"type":32,"value":335},"Competitors, interesting. Yeah, yeah, I have seen competitors do really well when you can, when you have some really good messaging of, like, why you, yeah.",{"type":26,"tag":35,"props":337,"children":338},{},[339],{"type":32,"value":340},"Jane Serra  11:21  ",{"type":26,"tag":35,"props":342,"children":343},{},[344],{"type":32,"value":345},"And to look into, so something that's great, because we noticed that a couple of our competitors were bidding on our firm and bidding on our actual brand name, which, fun fact, you're not technically allowed to do, there's trademarks, and you can argue and dispute this, but you know, Google's fun, and it takes a while to get that taken down, but something to keep in mind is you can argue that your competitors can't use your actual term in their ads, but you can also do the play dirty too, so it depends where you stand in the market, and I mean, I'm very much of the mindset of, okay, we want to have competitor campaigns, but we're not going to trash our competitors, so we just have fun with the ads there. Yeah, exactly, that's awesome. Yeah, I do love a good.. I think there's definitely going to be more competitors, so brand competitors, and then your transactional keywords are definitely still places to hang when it comes to paid search, couldn't agree more. I think you just answered my second question, but I'm going to ask it just in case we missed anything. You're four months in. What's actually happening, and what has surprised you from a paid perspective? Oh, I think from a paid perspective, so what I'm.. I was surprised that we were seeing so much traction right away. I knew that I wanted this to be a plug, but as soon as we turned this on, we started to see quality coming in, and being able to fine-tune it was just mind-blowing. Like, the power - this is why I'm such an advocate of bringing in an expert and somebody who knows these ins and outs and new things that are released and what not to do, because what he's been able to do for us, and the layers he's been able to add on, so that we're very targeted in our ads, has just been beautiful, because I've had bad experiences too, right, with where I've worked with with people, and it's been hard to bring in more than top of funnel, like really just bringing in a bunch of noise, but this is just bringing in really good quality again. When you know what you're doing, so pleasantly surprised.",{"type":26,"tag":35,"props":347,"children":348},{},[349],{"type":32,"value":350},"Kerry Guard  13:27  ",{"type":26,"tag":35,"props":352,"children":353},{},[354],{"type":32,"value":355},"Amazing, amazing. What do you say to the paid is dead crowd now that you've read?",{"type":26,"tag":35,"props":357,"children":358},{},[359],{"type":32,"value":360},"Jane Serra  13:35  ",{"type":26,"tag":35,"props":362,"children":363},{},[364],{"type":32,"value":365},"Okay, watch me eat my words in the future, but I feel like nothing is ever really dead, and everything depends on the world of marketing, right? Everything depends on who your audience is. It depends on how you're using it, and everything, in my opinion, comes down to, at the end of the day, are you providing value, are you helping people? Like super simple basic human connection, right? Like, are you helping people, and how are you getting in front of them? That's really, at the end of the day, what works. So, if you're using your paid media and you have someone who knows what they're doing to get in front of those right people, and you're helping them at the end of the day, the magic combination - nothing will ever be dead.",{"type":26,"tag":35,"props":367,"children":368},{},[369],{"type":32,"value":370},"Kerry Guard  14:18  ",{"type":26,"tag":35,"props":372,"children":373},{},[374],{"type":32,"value":375},"Sure. Where is your audience? What do they need? How do you show up for them? It, yeah, it feels.. it sounds so stupid simple, but this actually leads, leads into the next topic really beautifully. In terms of first-party content, you're interviewing your own target accounts and turning that into content.",{"type":26,"tag":35,"props":377,"children":378},{},[379],{"type":32,"value":380},"Jane Serra  14:41  ",{"type":26,"tag":35,"props":382,"children":383},{},[384],{"type":32,"value":385},"Yes, and when we first spoke about this, I think it was like pre-launch, like we hadn't even launched yet. Now it's like a couple of months out there. So we created a media arm of Memory Blue, and so far we have a media site, a publication that is called The Revenue Wire, and the whole goal is just like. My own champagne here, like I'm practicing what I'm preaching, is creating value, right? Like we're interviewing our target audience and all of their peers, so our clients, our partners, prospects, we're interviewing them and getting their thoughts on things, sort of like, like we're doing here, right? Like, where you talk to somebody and you get their actual insight, their stories, and you share that, and that is great for SEO, for AEO, for building connections with these people, and at the end of the day, providing value instead of AI slop, and just create an article that's all about xyz, that's just regurgitating what everybody already knows in your target audience, people want to hear from people they know, people they admire, people they want to know, and hear what they're saying, and what's actually working in various different facets, and covering the topics that are top of mind for them. So we're creating that content on our media site, and it's great for building content, sales enablement, ABX plays, and it's great for SEO. So, yeah, I'm so excited for this. We're actually going to launch a podcast, an extension of our media arm, which is also called The Revenue Wire, so we'll be launching that really soon too. ",{"type":26,"tag":35,"props":387,"children":388},{},[389],{"type":32,"value":390},"Kerry Guard  16:16  ",{"type":26,"tag":35,"props":392,"children":393},{},[394],{"type":32,"value":395},"That's awesome. How are you tying this to the brand? Because even I struggle with it. Right, as soon as I open up the show, the first thing I mention is MKG, and I try and, like, make sure people understand that Back on Track is tied to the brand, but I don't ever bring - I don't generally bring clients on, although I'm starting to consider it. So, how are you tying it back to the brand, so that you do show up in helping from an organic standpoint, and from like, and if you are doing it in a VM standpoint, like, it's got to talk about you as the brand, right, from your customer's perspective, but I feel like that's such a, that's such a hurdle to, like, really jump over, yeah, and yes, and get.",{"type":26,"tag":35,"props":397,"children":398},{},[399],{"type":32,"value":400},"Jane Serra  16:59  ",{"type":26,"tag":35,"props":402,"children":403},{},[404],{"type":32,"value":405},"Because I don't want to be salesy, right, yeah, it's a fine line, because you're at the end of the day, you want to, you want to sell your services, right, but you also don't want to feel pushy, and you want to help people, so the balance is real. I would say what we do with the revenue wire is, we, the revenue wire is its own thing, it's a separate domain, and it's its own site. It's hosted, and we have a team that helps us create this content, like real journalists who build this out and do the interviews. So, at the very bottom in the footer, we have Memory Blue linked, like hosted by Memory Blue, and then we have some links throughout that that post, where relevant, and where it makes sense, we'll link back, and during outreach, or when I'll introduce people to be interviewed, or if our editorial team reaches out, they'll say this is on behalf of Memory Blue, and we're doing more sharing on LinkedIn of the articles themselves, so there's a light balance here of okay, this is from memory, but we're not trying to pitch it, we're more so trying to establish this tie into it, but what's most important is that we're starting this connection with you and building this relationship, and then we can always work with our team internally to identify, okay, like this person talked about xyz, is there something we can help them with, and our sales team can can reach out from there too, so there's a loose tie, we have it to build content awareness, it's a big awareness play for members, yeah, exactly, and then where they're where it's relevant, we establish the relationship and build from there. So basically, the same as the big principle in marketing: they think of Memory Blue when and if they ever need our services.",{"type":26,"tag":35,"props":407,"children":408},{},[409],{"type":32,"value":410},"Kerry Guard  18:54  ",{"type":26,"tag":35,"props":412,"children":413},{},[414],{"type":32,"value":415},"That's the name of the game. Yes, you gotta build a brand, you know, first-party data is the unlock for AI answers. Why do you think people are struggling to get it? And how are you getting it?",{"type":26,"tag":35,"props":417,"children":418},{},[419],{"type":32,"value":420},"Jane Serra  19:09  ",{"type":26,"tag":35,"props":422,"children":423},{},[424],{"type":32,"value":425},"Yeah, so first party, it's interesting, like the content play here is one that we just discussed, and then first party data, because there's all of these terms that we come up with in marketing that are so funny, there's the zero party data, first party data, second party data, yeah, there's so much.",{"type":26,"tag":35,"props":427,"children":428},{},[429],{"type":32,"value":430},"Kerry Guard  19:30  ",{"type":26,"tag":35,"props":432,"children":433},{},[434],{"type":32,"value":435},"Oh, I've only heard first-party data, so I didn't even.",{"type":26,"tag":35,"props":437,"children":438},{},[439],{"type":32,"value":440},"Jane Serra  19:34  ",{"type":26,"tag":35,"props":442,"children":443},{},[444],{"type":32,"value":445},"I'll try to correct me if I'm wrong, audience here, because it's been a while since I talked about this, but zero party, if I remember correctly. Zero party data is when somebody actually submits to you, so they're submitting this is my information, entering a survey, filling out a form that goes to you, so they are giving it to you. You have their information, and then first-party data is what you are seeing on your website. So the activity that they take and what actions they take on their website- call me out if I have these two reversed- but the first part, so both super super valuable, right? You need to be able to see both, because you can get signals based on what pages somebody is on, if they're an existing client, a prospect, and you can see what company they're at, or now with tools like User Gems and Vector RB to B, you can sometimes see the person, so you gather that information where they are, and that's beautiful for marketing and for so helpful.",{"type":26,"tag":35,"props":447,"children":448},{},[449],{"type":32,"value":450},"Jane Serra  20:31  ",{"type":26,"tag":35,"props":452,"children":453},{},[454],{"type":32,"value":455},"But when for marketers, when you can gather survey data or insight, like what are their current challenges, or if they're signing up for a webinar and you ask one of the questions, what are you looking forward to most in this to learning in this session, or what is your question for the host, and you get that information, muse it to our ears, because we can then answer that live, make sure we address that, and then you have that for the future, like what you can in aggregate look at this and identify what content you should be creating, so when you can get anything directly from your audience, it's just beautiful for direction.",{"type":26,"tag":35,"props":457,"children":458},{},[459],{"type":32,"value":460},"Kerry Guard  21:08  ",{"type":26,"tag":35,"props":462,"children":463},{},[464],{"type":32,"value":465},"Yes, especially the qualitative data. I'm, I'm having this conversation with Fright and Center, especially now into your, to our attribution sort of point earlier of like the necessary evil that it is, of probably never going to fix it, but also still need to have it, kind of a conundrum, but I do believe that, and I had it with Ann Gotte, I had it with Scott Wasserman last week, that that field on any form, or even when even if sales can ask them, right, How did you find us, and let them like tell you their journey, right? Like that qualitative data, so that would be considered third-party data. ",{"type":26,"tag":35,"props":467,"children":468},{},[469],{"type":32,"value":470},"Jane Serra  21:50  ",{"type":26,"tag":35,"props":472,"children":473},{},[474],{"type":32,"value":475},"Then, well, if they're no, that would be first party, or sorry, that would be zero party, because they're.. If they're telling you to perform.",{"type":26,"tag":35,"props":477,"children":478},{},[479],{"type":32,"value":480},"Kerry Guard  21:58  ",{"type":26,"tag":35,"props":482,"children":483},{},[484],{"type":32,"value":485},"Sure.",{"type":26,"tag":35,"props":487,"children":488},{},[489],{"type":32,"value":490},"Jane Serra  21:59  ",{"type":26,"tag":35,"props":492,"children":493},{},[494],{"type":32,"value":495},"Yes.",{"type":26,"tag":35,"props":497,"children":498},{},[499],{"type":32,"value":500},"Kerry Guard  22:00  ",{"type":26,"tag":35,"props":502,"children":503},{},[504],{"type":32,"value":505},"okay.",{"type":26,"tag":35,"props":507,"children":508},{},[509],{"type":32,"value":510},"Jane Serra  22:00  ",{"type":26,"tag":35,"props":512,"children":513},{},[514],{"type":32,"value":515},"Through a form, but a whole other layer here with AI that I'm so excited about is being able to pull that information from sales conversations, because hopefully the sales team is asking that in the call. It's a great way to start a conversation, hear their path, or if they know somebody, or what sites they pay attention to, or influencers they listen to and respect, so gathering that, which I don't know if that would be first party or second party, because you're collecting it from a phone call, that one gets hairy, but that can fill in, because fill in a lot of gaps, because when you have that as a field, I personally don't have it as mandatory, I don't want to block people from submitting if they don't feel like sharing that, so we get probably 35% of people actually submitting. How did you hear about us? And it has to be an I will die on this hill, has to be an open text field, not a drop down, whereas a drop down, people will select the first thing nine out of 10 times, and it gives you zero data, and you'll miss out on things that are off of your drop down that you weren't even aware of, and you still won't be if there's a drop down, so open box, but still you get like 35% so if you're scraping phone calls and filling that in from there, you can get so much more data and information, so I, that's a huge way to use AI in a positive way, in my opinion.",{"type":26,"tag":35,"props":517,"children":518},{},[519],{"type":32,"value":520},"Kerry Guard  23:24  ",{"type":26,"tag":35,"props":522,"children":523},{},[524],{"type":32,"value":525},"Yeah, and goatee actually said that she people would literally write in their prompts, like, \"Oh, yeah, I went to ChatGPT, and here's looking for, like, oh, but, like, the information they give is so powerful that you would never get, you'd know that they came from ChatGPT, but, like, you don't know what they ask for, unless you try and corroborate across platforms, which don't get me started on that. ",{"type":26,"tag":35,"props":527,"children":528},{},[529],{"type":32,"value":530},"Jane Serra  23:48  ",{"type":26,"tag":35,"props":532,"children":533},{},[534],{"type":32,"value":535},"Yeah, still a minefield. Yeah, I love that, though. You're so right. Like, be especially if you market to marketers, we give so much information. Oh, well, I talked to this person about this, and then I looked at this prompt, and yeah, copy-paste, it's, it's awesome, it's great to market to marketers.",{"type":26,"tag":35,"props":537,"children":538},{},[539],{"type":32,"value":540},"Kerry Guard  24:05  ",{"type":26,"tag":35,"props":542,"children":543},{},[544],{"type":32,"value":545},"Oh, see, I, I wondered if it was going to be because we were primarily in B to B, more on the tech side with like security buyers and CTOs and developers, which is a whole different beast, and not necessarily an easy one, but I always thought that marketers would be the hardest to market to, because we just know too much.",{"type":26,"tag":35,"props":547,"children":548},{},[549],{"type":32,"value":550},"Jane Serra  24:26  ",{"type":26,"tag":35,"props":552,"children":553},{},[554],{"type":32,"value":555},"Yeah, but it sounds like it probably depends, right, on what kind of day they're having. But I feel like marketing to marketers, because we know we're like, \" Oh, let me help you, like this is where I found you, this is who you should be.",{"type":26,"tag":35,"props":557,"children":558},{},[559],{"type":32,"value":560},"Kerry Guard  24:40  ",{"type":26,"tag":35,"props":562,"children":563},{},[564],{"type":32,"value":565},"I love that. I'm gonna keep a more open mind towards that. That's amazing.",{"type":26,"tag":35,"props":567,"children":568},{},[569],{"type":32,"value":570},"Speaker 1  24:43  ",{"type":26,"tag":35,"props":572,"children":573},{},[574],{"type":32,"value":245},{"type":26,"tag":35,"props":576,"children":577},{},[578],{"type":32,"value":579},"Kerry Guard  24:44  ",{"type":26,"tag":35,"props":581,"children":582},{},[583],{"type":32,"value":584},"So you're building all this content; you have this wonderful media outlet. Are you doing any sort of research or understanding in terms of how that might be showing up in answer engines or LLMs, or is it still kind of early for that?",{"type":26,"tag":35,"props":586,"children":587},{},[588],{"type":32,"value":589},"Jane Serra  25:00  ",{"type":26,"tag":35,"props":591,"children":592},{},[593],{"type":32,"value":594},"Yeah, in between, we are seeing this is not fully connected yet, right? The team that we're working with for the editorial is going to be using one of these tools. I think they're actually building their own version of, like, an AI analysis, LLM, AEO analysis, and they're pulling that in, so they'll be able to track this much more granularly once that's live. I think this week, but on the not direct side, what we're seeing is since we launched this program, we are seeing an uptick month over month for the AEO that we're getting from the how did you hear about us field, we're seeing a lot more people just continuously say Claude or Gemini, Chat JPT, so that's been really great to see, but we don't have a specific tie. The only thing we're really doing, or the two main things we're doing for AEO, is this media arm and the G2 reviews, so that's what I'm attributing it to, the uptick, but I do need more analytics, so if anyone has ways to actually check, yes, Brittany.",{"type":26,"tag":35,"props":596,"children":597},{},[598],{"type":32,"value":599},"Kerry Guard  26:10  ",{"type":26,"tag":35,"props":601,"children":602},{},[603],{"type":32,"value":604},"I would, I would look at your branded terms as well to see if you're getting some uptick of more people searching for you, because you're also doing paid and paid contributions as well, so I wonder if you're just getting a little bit of more brand recognition, and if your branded terms are on the rise.",{"type":26,"tag":35,"props":606,"children":607},{},[608],{"type":32,"value":609},"Jane Serra  26:26  ",{"type":26,"tag":35,"props":611,"children":612},{},[613],{"type":32,"value":614},"Yeah, great call.",{"type":26,"tag":35,"props":616,"children":617},{},[618],{"type":32,"value":619},"Kerry Guard  26:29  ",{"type":26,"tag":35,"props":621,"children":622},{},[623],{"type":32,"value":624},"Check that out. So, you've got 20 years, you've got a 20-year-old site with a ton of inbound, and you want to rebuild it. How are you? How are you thinking about it?",{"type":26,"tag":35,"props":626,"children":627},{},[628],{"type":32,"value":629},"Jane Serra  26:43  ",{"type":26,"tag":35,"props":631,"children":632},{},[633],{"type":32,"value":634},"So, when we chose an agency, and if you go to Memoryblue.com, you'll see why we want to redo the site. It's just not.. It's not great. It doesn't look like we are very modern, very fun. Like, we have a great group of people who are passionate and really smart and care about our clients and each other, and that doesn't come across on the site. So, if you go to the site, it's okay. If you have any feedback, let me know before it's not mine. We're blowing it up. It's also a pain in the back end for us to change anything, so if we want to add a new page or change something on a page, we have to go through our agency right now to do that. We can't just go in and build, which is just a personal nightmare for me, because I'll want to build something, and usually I'd be able to build it the same day, and it'd be live. So we are blowing up the site. It is terrifying because, despite appearances, our website is our biggest pipeline driver. We have a ton, like everybody's coming in inbound and filling out our horrific form, so we're still getting a ton of traffic, a ton of conversions, most likely because we have built a brand. So again, those recommendations of word of mouth, people come to us, they trust us, they convert, despite the crazy long form and horrible site, but I'm terrified of that changing. So, when we chose an agency to redo our website, we made sure we got somebody who is focused on SEO and AEO through the process, so we're doing it very, very carefully, mapping everything, and how are we moving this over? We debated if we were going to go with Webflow and move off of WordPress, so there were a lot of questions, and we did it really strategically. So, hopefully everything goes out and goes well, because we're doing it so carefully. But yeah, talk to me in a month, because it'll, it'll go live at the end of July, so we'll see how this goes.",{"type":26,"tag":35,"props":636,"children":637},{},[638],{"type":32,"value":639},"Kerry Guard  28:44  ",{"type":26,"tag":35,"props":641,"children":642},{},[643],{"type":32,"value":644},"Most of the time, I'm finding a lot of people are hitting that sort of- I'm calling it WordPress. I don't know if it is WordPress that you're using, but it is sort of that WordPress wall where the plug, the plugins haven't been updated, or it's through an agency, and they don't have access, or so slow, or it's using like one of those WYSIWYG engines that isn't actually intuitive, and so there's just like a lot of, they're all hitting sort of this this wall of needing to do it, but it is really scary. I have to say, I on one of my own clients over a year and a half ago, I had the same problem, I was so scared to like rip off the band aid, because they were, they were doing okay until they worked, like I was like I hit that wall of I can't update the website anymore because it WordPress is so slow, and the agency I was using weren't, it's not that they weren't moving fast enough, it's just that they needed so much hand holding, and we were starting to, like, it was starting to not become intuitive, and I really needed to redo the architecture, and I didn't do it fast enough, and so everything went off a cliff in, like, February of last year, and then I basically, like, in a month, like, had I built a website, you know, I got, like, an MVP up, and. And like everything tanked and then but I rebuilt and now like it's doing as of August of last year so like I had a rough like, four or five months of like powering through to get those new pages up and to get the architecture settled in and then they had their best month ever we're getting absolutely strategic to that, so I feel scary. You will have a moment where everything will be okay, because you'll be able to move so much faster to get out in front of it, and it'll pay off.",{"type":26,"tag":35,"props":646,"children":647},{},[648],{"type":32,"value":649},"Jane Serra  30:33  ",{"type":26,"tag":35,"props":651,"children":652},{},[653],{"type":32,"value":654},"That, thank you. Thank you for the therapy session, because that I.. It's exactly.. you read my mind, like I'm expecting a dip, I understand it will happen, although I did once launch a site and we didn't have a dip, I don't know the miracle of what happened there, but it instantly started going up, but we had a, it was a really shitty situation to begin with, like the site was not performing well, so maybe only, yeah.",{"type":26,"tag":35,"props":656,"children":657},{},[658],{"type":32,"value":659},"Kerry Guard  31:01  ",{"type":26,"tag":35,"props":661,"children":662},{},[663],{"type":32,"value":664},"I was too.",{"type":26,"tag":35,"props":666,"children":667},{},[668],{"type":32,"value":669},"Jane Serra  31:02  ",{"type":26,"tag":35,"props":671,"children":672},{},[673],{"type":32,"value":674},"Yeah, but ours- we're seeing like organic is coming down, right? So, but I don't know, like that's a trend everybody is reporting right now with LLM, so organic is going down now is the time, like I want to be able to add more pages regularly, and again, value high-value pages and change, we have so many. The architecture of how the site was built is just really hard for us to navigate, let alone any kind of crawlers. They're just blocked, and the page load is horrible. So I'm hopeful it'll be similar to your experience, hopefully a dip or downtime, but good to prep for. Yeah, but yeah, and you're being so much more careful.",{"type":26,"tag":35,"props":676,"children":677},{},[678],{"type":32,"value":679},"Kerry Guard  31:42  ",{"type":26,"tag":35,"props":681,"children":682},{},[683],{"type":32,"value":684},"Like I was in panic mode, right, like, like, the it went off a cliff, and then I was like, I should have done this months ago, and then I went into like single developer mode activation, and I just sort of like did it with the help of cursor and AI, which was still kind of new at the time, it wasn't really asintuitive and great as it is now, but I knew I did websites enough that I could, I, with the help of AI, could make it happen in a month, so I felt a bigger dip, because I literally ripped off a band aid, versus what you're doing, which is so smart, of like being really intentional behind the scenes, making sure that you're mapping anything that you can't map, you're going to have a lovely redirect plan for, like, your, yeah, you got this, it's going to be awesome.",{"type":26,"tag":35,"props":686,"children":687},{},[688],{"type":32,"value":689},"Jane Serra  32:27  ",{"type":26,"tag":35,"props":691,"children":692},{},[693],{"type":32,"value":694},"Thank you. Speak it into being.",{"type":26,"tag":35,"props":696,"children":697},{},[698],{"type":32,"value":699},"Kerry Guard  32:31  ",{"type":26,"tag":35,"props":701,"children":702},{},[703],{"type":32,"value":704},"Let's talk about the echo chamber that we do find ourselves in. We love LinkedIn; however, I don't know about you, but I'm finding that I'm seeing the same stuff over and over and over again.",{"type":26,"tag":35,"props":706,"children":707},{},[708],{"type":32,"value":709},"Jane Serra  32:52  ",{"type":26,"tag":35,"props":711,"children":712},{},[713],{"type":32,"value":245},{"type":26,"tag":35,"props":715,"children":716},{},[717],{"type":32,"value":718},"Kerry Guard  32:53  ",{"type":26,"tag":35,"props":720,"children":721},{},[722],{"type":32,"value":723},"You know, we're all nodding along. There's no silver bullet. Positioning is everything, but the founders who control the budget and the timelines aren't in that echo chamber and room with us, so how do you bridge the gap between everything we're saying as marketers and the founders who are still not quite there yet?",{"type":26,"tag":35,"props":725,"children":726},{},[727],{"type":32,"value":728},"Jane Serra  33:11  ",{"type":26,"tag":35,"props":730,"children":731},{},[732],{"type":32,"value":733},"Yeah, it's actually a great transition from talking about the website, because one example, right, is we know as marketers when you launch a new site, there is going to be a dip, so we expect that, but guaranteed it's not like everybody on the board is not going to anticipate that, so we have to share that that will happen, and why. Hopefully, a part of it is just trusting your experience, right? And be data, so data solves everything, just like revenue. When you're doing it properly, you can showcase how you're doing it, how you're pulling it, and how you're analyzing it. But if you show something, I quote, this is a research report from this reputable brand, or this is these are three examples from reputable brands, or this is what we are seeing, like your own data, of course, where possible, makes sense, but if you don't have it yet, and it's something you want to push, or like, this is why we need to invest in brand. If you have external, reputable sources for data that you can showcase, like research that is very recent and relevant, that speaks volumes, because it's like, okay, I'm making this decision, and this is why. So, it's a combination of hopefully you have the trust of the board and the exec team, hopefully that's why they hired you, but also supporting with data and giving your reasoning in a very succinct way.",{"type":26,"tag":35,"props":735,"children":736},{},[737],{"type":32,"value":738},"Kerry Guard  34:35  ",{"type":26,"tag":35,"props":740,"children":741},{},[742],{"type":32,"value":743},"Straight to the point. Skip the end, as my husband likes to save me.",{"type":26,"tag":35,"props":745,"children":746},{},[747],{"type":32,"value":748},"Jane Serra  34:39  ",{"type":26,"tag":35,"props":750,"children":751},{},[752],{"type":32,"value":753},"Yes, because that's another AI slop thing, right? That, that I talk about this all the time, and I'm sure this is another nodding heads around in our echo chamber, but I love Claude. I love Claude so much, and I was guilty of this myself, so I'll be the first to admit that, but because it's so fun to use for research and an. Analysis people go in and create 50 page 60 page decks and share it with you, and instead, what I would love for people to do, instead of sharing that 40, 5060, page deck, how about you give me, as I put in the prompt, okay, now make this one page, give me the TLDR, and make a page that has action items like from this. Here are the key points, and this is what we're doing about it, because nobody is going to read through a 60-page deck, and most of the time you just had fun researching it, and you didn't take the time to analyze and create an action plan. So, important thing.",{"type":26,"tag":35,"props":755,"children":756},{},[757],{"type":32,"value":758},"Kerry Guard  35:41  ",{"type":26,"tag":35,"props":760,"children":761},{},[762],{"type":32,"value":763},"It feels interesting when, when you're pitching to the executive level or to the board, because there has to be this balancing act between showing the strategic side from a very high level of like what you're trying to accomplish, but also making it tactical and like something you can tangible at the same same time, that's how do you stay sort of in the, in the executive summary, so to speak, but bring it to life. Sounds like data is a big part of that. Is there anything else that contributes to making it feel tangible in a way without getting too into the weeds?",{"type":26,"tag":35,"props":765,"children":766},{},[767],{"type":32,"value":768},"Jane Serra  36:22  ",{"type":26,"tag":35,"props":770,"children":771},{},[772],{"type":32,"value":773},"Yeah, I think I'm a very big visual person, so I tend to use visuals as well in presenting. So I like to have, like, one again, keep it as simple and clean and limited as possible, succinct. Like, let's say one visual, one chart that shows, okay, this is what we're, this is where we are now. This is where we want to go, hopefully up to the right, and then this is how we're getting there. This is what to expect, or we expect this dip in traffic, but we should be coming up here, like if we have one visual, and then the actual takeaways, that's key, but another layer again to earn and maintain, hopefully, that that respect and trust is not everything is going to go right and going to go exactly according to your plan all the time. Life doesn't work that way. So, if you own up to it, like, look, we are behind in this channel right now, we recognize that this is why we think that could be. These are the possible reasons. This is what we're doing to address that, so like, if we're expecting a dip in our traffic when we launch the new site, how are we going to make up for that in the pipeline? Like, what are we going to launch? Are we going to invest more in our paid media for two months to make up for that? Like, just as long as you have the plan and you share the visual, the action items, the plan, and admit when something doesn't go as planned, and a plan to go around it, and what you're doing because of that. You have the trust, you're just, you're sharing exactly what they need to hear, because it can't all be roses all the time. Then no one's going to believe you or trust you.",{"type":26,"tag":35,"props":775,"children":776},{},[777],{"type":32,"value":778},"Kerry Guard  38:01  ",{"type":26,"tag":35,"props":780,"children":781},{},[782],{"type":32,"value":783},"That slides perfectly into my final round of questioning here about the Slinky Detangler.",{"type":26,"tag":35,"props":785,"children":786},{},[787],{"type":32,"value":788},"Jane Serra  38:08  ",{"type":26,"tag":35,"props":790,"children":791},{},[792],{"type":32,"value":793},"Ah, yes.",{"type":26,"tag":35,"props":795,"children":796},{},[797],{"type":32,"value":798},"Kerry Guard  38:10  ",{"type":26,"tag":35,"props":800,"children":801},{},[802],{"type":32,"value":803},"Tell us, what, where did the name come from? What does it mean?",{"type":26,"tag":35,"props":805,"children":806},{},[807],{"type":32,"value":808},"Jane Serra  38:14  ",{"type":26,"tag":35,"props":810,"children":811},{},[812],{"type":32,"value":813},"So I am the mom of a six-year-old right now, and I added this. I'm a big fan of, like, making your LinkedIn very much you and speaking to your personality. You can tell from this convo I'm very casual; I tell it like it is, but hopefully kindly. I like to have transparent conversations. Like all of this, I try to share on my LinkedIn, and one of the things I added, I was literally detangling slinkies for my son when he was probably four or five when I added this to my LinkedIn profile, because I was like, this took me a long time to figure out. Sinkies, if you don't know, like those toys that kids play with that, like, stretch out. I don't know how, but they constantly get knotted. I don't know what kids do with them, but they get crazy knotted, and sometimes they get bent out of place. It's horrible, but if you're really careful with it, the key to detangling a slinky is slowly, methodically, and one ring at a time, like you're literally doing this twisting motion, and then yes. So once I realized that, I was like, okay, I am an expert slinky detangler, and somebody pointed out to me I meant it legit, like I can detangle slinkys because I am a mom of a toddler, a five year old, but then somebody DM'd me, and like, I love the slinky detangler analogy, like that's exactly what marketing is like, I was like, oh, that is so true. I love that. I wasn't even intending for it to be that, but yes, that works both ways. But it is like marketing, you just have to be really thoughtful, right? Like, take the time to look at it, and one step at a time, iterate. Like, it's exactly like marketing, untangling the chaos of the go-to-market journey.",{"type":26,"tag":35,"props":815,"children":816},{},[817],{"type":32,"value":818},"Kerry Guard  40:00  ",{"type":26,"tag":35,"props":820,"children":821},{},[822],{"type":32,"value":823},"Yeah, it's usually coming in after founders throw spaghetti up against the wall, and you've got to figure out what on earth they just did, and why they're doing that, and",{"type":26,"tag":35,"props":825,"children":826},{},[827],{"type":32,"value":828},"Jane Serra  40:08  ",{"type":26,"tag":35,"props":830,"children":831},{},[832],{"type":32,"value":833},"The founders at the toddlers, they totally.",{"type":26,"tag":35,"props":835,"children":836},{},[837],{"type":32,"value":838},"Kerry Guard  40:11  ",{"type":26,"tag":35,"props":840,"children":841},{},[842],{"type":32,"value":843},"Are they totally making the yes, we love you founders, but yeah, yeah, I mean, parenting as a whole, yeah, I am parenting as a whole, in terms of like how you manage people and how you manage your toddler, are not always that similar. Oh gosh, Jade, I can talk to you all day. I'm gonna ask my last question, maybe two. Yeah, what? Okay, they tie together. What's one vanity metric you've personally killed, and what did you replace it with?",{"type":26,"tag":35,"props":845,"children":846},{},[847],{"type":32,"value":848},"Jane Serra  40:47  ",{"type":26,"tag":35,"props":850,"children":851},{},[852],{"type":32,"value":853},"Okay, there's probably a bunch. I, so this will be interesting to see what people think about this. I, the opposite of killed, brought back MQLs. I love MQLs, but what I killed was the really shitty definition of an MQL. Like, to me, an MQL is not a webinar attendee, is not somebody who downloaded something, and so an MQL for me is a hand raiser. They are asking to talk to sales; that's where MQL starts for me, and then.",{"type":26,"tag":35,"props":855,"children":856},{},[857],{"type":32,"value":858},"Kerry Guard  41:23  ",{"type":26,"tag":35,"props":860,"children":861},{},[862],{"type":32,"value":863},"SQL.",{"type":26,"tag":35,"props":865,"children":866},{},[867],{"type":32,"value":868},"Jane Serra  41:24  ",{"type":26,"tag":35,"props":870,"children":871},{},[872],{"type":32,"value":873},"Not an SQL, so for me it's a hand-raiser MQL, SAL is a meeting is booked, SQL is an opportunity is opened, and having this clean definition aligns marketing with sales so much better, because we're not handing them crap, right? Like, here's somebody who attended a webinar, but didn't even know it was from Memory Blue, and has no idea who we are. So, it's or didn't even attend. Those are still great, but to me, that's an MQL. That's a contact for somebody who attended our webinar. I don't need to bug them. I don't need to have sales hound them; they just have this signal. If they come back to our website, that's what we want to try to drive them to do, right? More awareness ads, things like that. But that's not something we would hand to sales. So I think I killed the definition of MQL, but I made MQLs like matter.",{"type":26,"tag":35,"props":875,"children":876},{},[877],{"type":32,"value":878},"Kerry Guard  42:19  ",{"type":26,"tag":35,"props":880,"children":881},{},[882],{"type":32,"value":883},"Yeah, because MQLs to me meant that you had people who were throwing signals around showing up for your brand, but they weren't sales-ready yet. Where you've moved them down, yeah, where you've now moved them down the funnel, because it just, it just so happens that that's how it is these days, right? People, it used to be that by the time they showed up to sales, they had made up their minds. They had three brands; they knew which one they kind of wanted to go with, but they were sort of vetting it to make sure, or procurement told them that they had to have for the web person, they had to go vet other companies. But now that's happening before they even hit the website, like I've moved all of my conversions up on every single page, like the conversion, the form is now the second thing you see, like you have the hero of here we are and what we do, and then the form, yeah, convert, because that's really why you're here, you already know this stuff, get to it, yeah.",{"type":26,"tag":35,"props":885,"children":886},{},[887],{"type":32,"value":888},"Jane Serra  43:17  ",{"type":26,"tag":35,"props":890,"children":891},{},[892],{"type":32,"value":893},"A lot of PLG brands, right, like they all PLG brands should have, like, the email capture, and in the header, right? Because it's instantly you can sign in and check out the platform. So, yeah, fully with you there. I think this- I'm realizing, talking through this out loud- is that I think I did this so that, like, everybody was moving away from MQLs, and, like, MQLs are dead, another dead thing, but that's killing marketing, like the what's called a marketing-qualified lead, you're then saying is shit. How about you keep the term and make it high value? Like, then you see marketing is high value. I'm aligned with you, sales. We want pipeline, we want revenue. I'm not focused on the I am focused on the downloads and whatever we have for signals, but that's what it is. It's signals. It is not the start of our pipeline. So there, yeah, make it so you as marketing.",{"type":26,"tag":35,"props":895,"children":896},{},[897],{"type":32,"value":898},"Kerry Guard  44:14  ",{"type":26,"tag":35,"props":900,"children":901},{},[902],{"type":32,"value":903},"From a marketing standpoint, you're saying this is a qualified lead because they filled out a form indicating they want to talk to sales.",{"type":26,"tag":35,"props":905,"children":906},{},[907],{"type":32,"value":908},"Jane Serra  44:23  ",{"type":26,"tag":35,"props":910,"children":911},{},[912],{"type":32,"value":913},"Exactly, and then sales get",{"type":26,"tag":35,"props":915,"children":916},{},[917],{"type":32,"value":918},"Kerry Guard  44:26  ",{"type":26,"tag":35,"props":920,"children":921},{},[922],{"type":32,"value":923},"To decide, and then sales gets to decide whether what's the have you seen when you talk about conversion rates between, you know, from the website to that form, obviously there's going to be a bit of a there, I don't know, maybe not, because downloads are not really a thing anymore, but from the MQL to the to the SAL, is there, and I know you, you've been only at Memory Blue for a few months, but even before your other job, like, are you seeing a better conversion rate between those two now?",{"type":26,"tag":35,"props":925,"children":926},{},[927],{"type":32,"value":928},"Jane Serra  44:55  ",{"type":26,"tag":35,"props":930,"children":931},{},[932],{"type":32,"value":933},"Oh, for sure, yes, because if you're there, it's always going. Be some junk that comes in right, and we just won't consider that. We'll remove that from the MQL account, but that's inevitable. But if you're driving your awareness and your brand properly, and people are coming to your site, then the right people are coming to your site, and you're automatically going to have a higher volume of people that are hand raisers, I call them, coming in asking to talk to sales that are in your market, in your ICP. So we definitely see a high conversion from that to SALS, like our meetings booked, for sure, way higher than if we, we did previously call MQLs before I came on, were downloads or webinar attendees, and we had huge top of funnel, but then there was nothing really converting, and nothing, so it's kind of two disconnected systems, where MQLs, and this is why there was the death that, like, MQLs are dead because of how it was labeled, and this is outside of memory, like I see this often, so if marketing is saying, oh, we have this great type of funnel, we have tons of MQLs, but nothing's closing over here, like nothing's becoming an SAL and SQL, nothing's closing, they're two separate systems. So, by redefining MQLs as hand raisers, I connected it again, so we're all looking at the same key data.",{"type":26,"tag":35,"props":935,"children":936},{},[937],{"type":32,"value":938},"Kerry Guard  46:16  ",{"type":26,"tag":35,"props":940,"children":941},{},[942],{"type":32,"value":943},"Amazing, I never thought to do that. I'll be doing it; we should all be doing it.",{"type":26,"tag":35,"props":945,"children":946},{},[947],{"type":32,"value":948},"Jane Serra  46:22  ",{"type":26,"tag":35,"props":950,"children":951},{},[952],{"type":32,"value":953},"The very, very tough still matters. Like, we need to drive more of this. Everybody is labeled as marketing.",{"type":26,"tag":35,"props":955,"children":956},{},[957],{"type":32,"value":958},"Kerry Guard  46:28  ",{"type":26,"tag":35,"props":960,"children":961},{},[962],{"type":32,"value":963},"Is saying that this is somebody we qualified. They- this is not spam, this is not junk, this is somebody saying they're using the right words in terms of what they're looking for, in terms of the problem we solve. This is a good lead. Let's go get, let's go book that beating.",{"type":26,"tag":35,"props":965,"children":966},{},[967],{"type":32,"value":968},"Jane Serra  46:42  ",{"type":26,"tag":35,"props":970,"children":971},{},[972],{"type":32,"value":973},"Yeah, I mean.",{"type":26,"tag":35,"props":975,"children":976},{},[977],{"type":32,"value":978},"Kerry Guard  46:42  ",{"type":26,"tag":35,"props":980,"children":981},{},[982],{"type":32,"value":983},"I'm doing that right now with one of my own clients, but I'm not calling it MP. Well, when technically it is. We're just calling it a qualified lead, but it is from marketing. We did a thing, yeah. ",{"type":26,"tag":35,"props":985,"children":986},{},[987],{"type":32,"value":988},"Speaker 1  46:52  ",{"type":26,"tag":35,"props":990,"children":991},{},[992],{"type":32,"value":993},"Credit, so funny. Yeah.",{"type":26,"tag":35,"props":995,"children":996},{},[997],{"type":32,"value":998},"Kerry Guard  46:56  ",{"type":26,"tag":35,"props":1000,"children":1001},{},[1002],{"type":32,"value":1003},"This was awesome. I could talk to you all day, and selfishly, I'm walking away with a list of things to go try. I can't, I'm, I'm bringing back the MQL, y'all. There was a show I went on about a year and a half ago where I was one of those people, where I was like, oh my gosh, please stop sending these leads to sales; they are not ready, the MQL is dead, and I have converted over. We are going to bring back the MQL in a much more intentional way.",{"type":26,"tag":35,"props":1005,"children":1006},{},[1007],{"type":32,"value":1008},"Jane Serra  47:22  ",{"type":26,"tag":35,"props":1010,"children":1011},{},[1012],{"type":32,"value":1013},"Don't kill the only thing with our name on it.",{"type":26,"tag":35,"props":1015,"children":1016},{},[1017],{"type":32,"value":1018},"Kerry Guard  47:27  ",{"type":26,"tag":35,"props":1020,"children":1021},{},[1022],{"type":32,"value":1023},"So true for everyone listening, go follow Jane and subscribe to Women in B2B marketing. She's having the conversations the rest of us need to hear, so go over there and make it happen. Subscribe, subscribe, subscribe. This will go out in clips over the next couple of weeks, so you'll be able to relive the conversation on LinkedIn and YouTube, and get to hang out with Jane once again. But if you'd like to connect with her, Jay and LinkedIn, best place to..",{"type":26,"tag":35,"props":1025,"children":1026},{},[1027],{"type":32,"value":1028},"Jane Serra  47:50  ",{"type":26,"tag":35,"props":1030,"children":1031},{},[1032],{"type":32,"value":1033},"Yes, I live on LinkedIn, so it's actually even better to DM me on LinkedIn than to email me, because my inbox is a jungle. So, yes, see you on LinkedIn, and so good to chat with you, Kerry. Thank you.",{"type":26,"tag":35,"props":1035,"children":1036},{},[1037],{"type":32,"value":1038},"Kerry Guard  48:02  ",{"type":26,"tag":35,"props":1040,"children":1041},{},[1042],{"type":32,"value":1043},"Oh my gosh, so good to talk with you. Thank you so much. This episode is brought to you by MKG Marketing, where we help you to be tech brands. Get found in answer engines and LLMs, and use paid to build that brand. We are here for you. Give us a shout. Thank you all so much. We'll be here next week.",{"title":7,"searchDepth":1045,"depth":1045,"links":1046},2,[1047,1048],{"id":29,"depth":1045,"text":33},{"id":42,"depth":1045,"text":45},"markdown","content:podcasts:marketing-leaders:jane-serra-on-why-marketing-should-own-pipeline-not-just-leads.md","content","podcasts/marketing-leaders/jane-serra-on-why-marketing-should-own-pipeline-not-just-leads.md","podcasts/marketing-leaders/jane-serra-on-why-marketing-should-own-pipeline-not-just-leads","md",[1056,1504,1905,2270,2670],{"_path":1057,"_dir":1058,"_draft":6,"_partial":6,"_locale":7,"title":1059,"description":1060,"date":1061,"img":1062,"imgAlt":1063,"body":1064,"_type":1049,"_id":1500,"_source":1051,"_file":1501,"_stem":1502,"_extension":1054,"category":1058,"minutes":1503},"/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":23,"children":1065,"toc":1494},[1066,1071,1076,1089,1094,1106,1114,1120,1125,1130,1135,1140,1175,1180,1186,1191,1203,1222,1229,1245,1250,1255,1260,1278,1283,1298,1303,1308,1313,1320,1326,1339,1358,1463,1468,1474,1479,1484,1489],{"type":26,"tag":35,"props":1067,"children":1068},{},[1069],{"type":32,"value":1070},"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":26,"tag":35,"props":1072,"children":1073},{},[1074],{"type":32,"value":1075},"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":26,"tag":35,"props":1077,"children":1078},{},[1079,1081,1087],{"type":32,"value":1080},"This is the reality of the ",{"type":26,"tag":1082,"props":1083,"children":1084},"strong",{},[1085],{"type":32,"value":1086},"founder bottleneck",{"type":32,"value":1088},", and it’s a desert where you cannot function.",{"type":26,"tag":35,"props":1090,"children":1091},{},[1092],{"type":32,"value":1093},"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":26,"tag":35,"props":1095,"children":1096},{},[1097,1099,1104],{"type":32,"value":1098},"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":26,"tag":1082,"props":1100,"children":1101},{},[1102],{"type":32,"value":1103},"random acts of marketing (RAM)",{"type":32,"value":1105}," at midnight and build a growth engine that runs entirely without you.",{"type":26,"tag":35,"props":1107,"children":1108},{},[1109],{"type":26,"tag":1110,"props":1111,"children":1113},"img",{"alt":7,"src":1112},"https://assets.mkgmarketinginc.com/45d6c10a-63c3-4a08-8b3d-bb83d71944c2-stop-writing-content-at-midnight-image-1.png",[],{"type":26,"tag":27,"props":1115,"children":1117},{"id":1116},"the-chaos-trap-why-point-solutions-are-killing-your-growth",[1118],{"type":32,"value":1119},"The Chaos Trap: Why Point-Solutions Are Killing Your Growth",{"type":26,"tag":35,"props":1121,"children":1122},{},[1123],{"type":32,"value":1124},"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":26,"tag":35,"props":1126,"children":1127},{},[1128],{"type":32,"value":1129},"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":26,"tag":35,"props":1131,"children":1132},{},[1133],{"type":32,"value":1134},"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":26,"tag":35,"props":1136,"children":1137},{},[1138],{"type":32,"value":1139},"This fragmentation results in three critical failure points for a Series B organization:",{"type":26,"tag":1141,"props":1142,"children":1143},"ul",{},[1144,1155,1165],{"type":26,"tag":1145,"props":1146,"children":1147},"li",{},[1148,1153],{"type":26,"tag":1082,"props":1149,"children":1150},{},[1151],{"type":32,"value":1152},"The Velocity Crisis:",{"type":32,"value":1154}," 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":26,"tag":1145,"props":1156,"children":1157},{},[1158,1163],{"type":26,"tag":1082,"props":1159,"children":1160},{},[1161],{"type":32,"value":1162},"Vanity Metric Overload:",{"type":32,"value":1164}," 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":26,"tag":1145,"props":1166,"children":1167},{},[1168,1173],{"type":26,"tag":1082,"props":1169,"children":1170},{},[1171],{"type":32,"value":1172},"Strategic Disconnect:",{"type":32,"value":1174}," 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":26,"tag":35,"props":1176,"children":1177},{},[1178],{"type":32,"value":1179},"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":26,"tag":27,"props":1181,"children":1183},{"id":1182},"moving-beyond-chaos-to-a-systemized-pipeline",[1184],{"type":32,"value":1185},"Moving Beyond Chaos to a Systemized Pipeline",{"type":26,"tag":35,"props":1187,"children":1188},{},[1189],{"type":32,"value":1190},"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":26,"tag":35,"props":1192,"children":1193},{},[1194,1196,1201],{"type":32,"value":1195},"This is where the shift to a ",{"type":26,"tag":1082,"props":1197,"children":1198},{},[1199],{"type":32,"value":1200},"systemized pipeline",{"type":32,"value":1202}," occurs. Instead of treating marketing as a series of isolated creative projects, it must be run as an integrated product engine.",{"type":26,"tag":35,"props":1204,"children":1205},{},[1206,1208,1213,1215,1220],{"type":32,"value":1207},"A systemized growth engine relies on two foundational pillars: ",{"type":26,"tag":1082,"props":1209,"children":1210},{},[1211],{"type":32,"value":1212},"operational control",{"type":32,"value":1214}," and ",{"type":26,"tag":1082,"props":1216,"children":1217},{},[1218],{"type":32,"value":1219},"financial predictability",{"type":32,"value":1221},". When these two elements are integrated into your growth strategy, the need for midnight editing vanishes.",{"type":26,"tag":35,"props":1223,"children":1224},{},[1225],{"type":26,"tag":1110,"props":1226,"children":1228},{"alt":7,"src":1227},"https://assets.mkgmarketinginc.com/119a49bb-e39d-4d4f-a6d0-983ddb424358-stop-writing-content-at-midnight-image-2.png",[],{"type":26,"tag":1141,"props":1230,"children":1231},{},[1232],{"type":26,"tag":1145,"props":1233,"children":1234},{},[1235],{"type":26,"tag":1236,"props":1237,"children":1239},"h3",{"id":1238},"achieving-true-operational-control",[1240],{"type":26,"tag":1082,"props":1241,"children":1242},{},[1243],{"type":32,"value":1244},"Achieving True Operational Control",{"type":26,"tag":35,"props":1246,"children":1247},{},[1248],{"type":32,"value":1249},"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":26,"tag":35,"props":1251,"children":1252},{},[1253],{"type":32,"value":1254},"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":26,"tag":35,"props":1256,"children":1257},{},[1258],{"type":32,"value":1259},"At any moment, you can look at a single dashboard and see exactly:",{"type":26,"tag":1141,"props":1261,"children":1262},{},[1263,1268,1273],{"type":26,"tag":1145,"props":1264,"children":1265},{},[1266],{"type":32,"value":1267},"What strategic initiatives are currently in production.",{"type":26,"tag":1145,"props":1269,"children":1270},{},[1271],{"type":32,"value":1272},"Who owns the next step of execution (design, copy, technical implementation).",{"type":26,"tag":1145,"props":1274,"children":1275},{},[1276],{"type":32,"value":1277},"The precise launch date for every campaign, asset, and distribution channel.",{"type":26,"tag":35,"props":1279,"children":1280},{},[1281],{"type":32,"value":1282},"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":26,"tag":1141,"props":1284,"children":1285},{},[1286],{"type":26,"tag":1145,"props":1287,"children":1288},{},[1289],{"type":26,"tag":1236,"props":1290,"children":1292},{"id":1291},"eliminating-fees-with-transparent-published-pricing",[1293],{"type":26,"tag":1082,"props":1294,"children":1295},{},[1296],{"type":32,"value":1297},"Eliminating Fees With Transparent, Published Pricing",{"type":26,"tag":35,"props":1299,"children":1300},{},[1301],{"type":32,"value":1302},"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":26,"tag":35,"props":1304,"children":1305},{},[1306],{"type":32,"value":1307},"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":26,"tag":35,"props":1309,"children":1310},{},[1311],{"type":32,"value":1312},"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":26,"tag":35,"props":1314,"children":1315},{},[1316],{"type":26,"tag":1110,"props":1317,"children":1319},{"alt":7,"src":1318},"https://assets.mkgmarketinginc.com/4ecef925-47b0-4868-996d-e40f7f3d2f79-stop-writing-content-at-midnight-image-3.png",[],{"type":26,"tag":27,"props":1321,"children":1323},{"id":1322},"the-execution-playbook-shifting-from-thinker-to-reviewer",[1324],{"type":32,"value":1325},"The Execution Playbook: Shifting From Thinker to Reviewer",{"type":26,"tag":35,"props":1327,"children":1328},{},[1329,1331,1337],{"type":32,"value":1330},"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":26,"tag":1332,"props":1333,"children":1334},"em",{},[1335],{"type":32,"value":1336},"how",{"type":32,"value":1338}," your insights are extracted and executed.",{"type":26,"tag":35,"props":1340,"children":1341},{},[1342,1344,1349,1351,1356],{"type":32,"value":1343},"You must transition from being the ",{"type":26,"tag":1082,"props":1345,"children":1346},{},[1347],{"type":32,"value":1348},"primary creator",{"type":32,"value":1350}," to the ",{"type":26,"tag":1082,"props":1352,"children":1353},{},[1354],{"type":32,"value":1355},"strategic reviewer",{"type":32,"value":1357},". Here is how an integrated execution model restructures your workflow to give you your time back:",{"type":26,"tag":1359,"props":1360,"children":1361},"table",{},[1362,1386],{"type":26,"tag":1363,"props":1364,"children":1365},"thead",{},[1366],{"type":26,"tag":1367,"props":1368,"children":1369},"tr",{},[1370,1376,1381],{"type":26,"tag":1371,"props":1372,"children":1373},"th",{},[1374],{"type":32,"value":1375},"Workflow Phase",{"type":26,"tag":1371,"props":1377,"children":1378},{},[1379],{"type":32,"value":1380},"The Legacy Way (Founder as Creator)",{"type":26,"tag":1371,"props":1382,"children":1383},{},[1384],{"type":32,"value":1385},"The Systemized Way (Founder as Reviewer)",{"type":26,"tag":1387,"props":1388,"children":1389},"tbody",{},[1390,1409,1427,1445],{"type":26,"tag":1367,"props":1391,"children":1392},{},[1393,1399,1404],{"type":26,"tag":1394,"props":1395,"children":1396},"td",{},[1397],{"type":32,"value":1398},"Ideation & Strategy",{"type":26,"tag":1394,"props":1400,"children":1401},{},[1402],{"type":32,"value":1403},"Founder spends hours researching keywords and drafting outlines from scratch.",{"type":26,"tag":1394,"props":1405,"children":1406},{},[1407],{"type":32,"value":1408},"Founder records a 10-minute Loom brief outlining core strategic concepts.",{"type":26,"tag":1367,"props":1410,"children":1411},{},[1412,1417,1422],{"type":26,"tag":1394,"props":1413,"children":1414},{},[1415],{"type":32,"value":1416},"Production & Layout",{"type":26,"tag":1394,"props":1418,"children":1419},{},[1420],{"type":32,"value":1421},"Founder routes drafts between isolated freelance writers and graphic designers.",{"type":26,"tag":1394,"props":1423,"children":1424},{},[1425],{"type":32,"value":1426},"Integrated partner handles research, writing, design, and technical setup natively.",{"type":26,"tag":1367,"props":1428,"children":1429},{},[1430,1435,1440],{"type":26,"tag":1394,"props":1431,"children":1432},{},[1433],{"type":32,"value":1434},"Quality Control",{"type":26,"tag":1394,"props":1436,"children":1437},{},[1438],{"type":32,"value":1439},"Founder spends midnights rewriting poor copy and fixing formatting errors.",{"type":26,"tag":1394,"props":1441,"children":1442},{},[1443],{"type":32,"value":1444},"Founder reviews a polished, near-final asset inside an Asana sprint board for approval.",{"type":26,"tag":1367,"props":1446,"children":1447},{},[1448,1453,1458],{"type":26,"tag":1394,"props":1449,"children":1450},{},[1451],{"type":32,"value":1452},"Analytics & Reporting",{"type":26,"tag":1394,"props":1454,"children":1455},{},[1456],{"type":32,"value":1457},"Founder logs into multiple dashboards trying to connect traffic to revenue.",{"type":26,"tag":1394,"props":1459,"children":1460},{},[1461],{"type":32,"value":1462},"Integrated partner delivers a single dashboard showing direct pipeline velocity impact.",{"type":26,"tag":35,"props":1464,"children":1465},{},[1466],{"type":32,"value":1467},"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":26,"tag":27,"props":1469,"children":1471},{"id":1470},"reclaiming-your-executive-leverage",[1472],{"type":32,"value":1473},"Reclaiming Your Executive Leverage",{"type":26,"tag":35,"props":1475,"children":1476},{},[1477],{"type":32,"value":1478},"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":26,"tag":35,"props":1480,"children":1481},{},[1482],{"type":32,"value":1483},"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":26,"tag":35,"props":1485,"children":1486},{},[1487],{"type":32,"value":1488},"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":26,"tag":35,"props":1490,"children":1491},{},[1492],{"type":32,"value":1493},"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":1045,"depth":1045,"links":1495},[1496,1497,1498,1499],{"id":1116,"depth":1045,"text":1119},{"id":1182,"depth":1045,"text":1185},{"id":1322,"depth":1045,"text":1325},{"id":1470,"depth":1045,"text":1473},"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":1505,"_dir":1058,"_draft":6,"_partial":6,"_locale":7,"title":1506,"description":1507,"date":1508,"img":1509,"imgAlt":1510,"body":1511,"_type":1049,"_id":1901,"_source":1051,"_file":1902,"_stem":1903,"_extension":1054,"category":1058,"minutes":1904},"/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":23,"children":1512,"toc":1887},[1513,1518,1523,1528,1533,1538,1544,1549,1555,1560,1565,1570,1577,1583,1602,1607,1706,1712,1724,1729,1735,1740,1752,1759,1765,1770,1789,1795,1800,1805,1811,1816,1824,1836,1859,1864,1871,1877,1882],{"type":26,"tag":35,"props":1514,"children":1515},{},[1516],{"type":32,"value":1517},"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":26,"tag":35,"props":1519,"children":1520},{},[1521],{"type":32,"value":1522},"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":26,"tag":35,"props":1524,"children":1525},{},[1526],{"type":32,"value":1527},"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":26,"tag":35,"props":1529,"children":1530},{},[1531],{"type":32,"value":1532},"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":26,"tag":35,"props":1534,"children":1535},{},[1536],{"type":32,"value":1537},"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":26,"tag":27,"props":1539,"children":1541},{"id":1540},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[1542],{"type":32,"value":1543},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":26,"tag":35,"props":1545,"children":1546},{},[1547],{"type":32,"value":1548},"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":26,"tag":27,"props":1550,"children":1552},{"id":1551},"the-interception-of-educational-search",[1553],{"type":32,"value":1554},"The Interception of Educational Search",{"type":26,"tag":35,"props":1556,"children":1557},{},[1558],{"type":32,"value":1559},"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":26,"tag":35,"props":1561,"children":1562},{},[1563],{"type":32,"value":1564},"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":26,"tag":35,"props":1566,"children":1567},{},[1568],{"type":32,"value":1569},"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":26,"tag":35,"props":1571,"children":1572},{},[1573],{"type":26,"tag":1110,"props":1574,"children":1576},{"alt":7,"src":1575},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":26,"tag":27,"props":1578,"children":1580},{"id":1579},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[1581],{"type":32,"value":1582},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":26,"tag":35,"props":1584,"children":1585},{},[1586,1588,1600],{"type":32,"value":1587},"To survive this transition, you must replace click-based attribution with a ",{"type":26,"tag":1589,"props":1590,"children":1594},"a",{"href":1591,"rel":1592},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[1593],"nofollow",[1595],{"type":26,"tag":1082,"props":1596,"children":1597},{},[1598],{"type":32,"value":1599},"Search Visibility Optimization (SVO)",{"type":32,"value":1601}," 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":26,"tag":35,"props":1603,"children":1604},{},[1605],{"type":32,"value":1606},"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":26,"tag":1359,"props":1608,"children":1609},{},[1610,1631],{"type":26,"tag":1363,"props":1611,"children":1612},{},[1613],{"type":26,"tag":1367,"props":1614,"children":1615},{},[1616,1621,1626],{"type":26,"tag":1371,"props":1617,"children":1618},{},[1619],{"type":32,"value":1620},"Metric Category",{"type":26,"tag":1371,"props":1622,"children":1623},{},[1624],{"type":32,"value":1625},"Legacy Attribution Model",{"type":26,"tag":1371,"props":1627,"children":1628},{},[1629],{"type":32,"value":1630},"SVO Attribution Framework",{"type":26,"tag":1387,"props":1632,"children":1633},{},[1634,1652,1670,1688],{"type":26,"tag":1367,"props":1635,"children":1636},{},[1637,1642,1647],{"type":26,"tag":1394,"props":1638,"children":1639},{},[1640],{"type":32,"value":1641},"Primary Traffic KPI",{"type":26,"tag":1394,"props":1643,"children":1644},{},[1645],{"type":32,"value":1646},"Unique Sessions, Pageviews",{"type":26,"tag":1394,"props":1648,"children":1649},{},[1650],{"type":32,"value":1651},"Influence Without Clicks (Off-site impressions)",{"type":26,"tag":1367,"props":1653,"children":1654},{},[1655,1660,1665],{"type":26,"tag":1394,"props":1656,"children":1657},{},[1658],{"type":32,"value":1659},"Market Share Metric",{"type":26,"tag":1394,"props":1661,"children":1662},{},[1663],{"type":32,"value":1664},"Organic Keyword Share of Voice (SoV)",{"type":26,"tag":1394,"props":1666,"children":1667},{},[1668],{"type":32,"value":1669},"Share of Model (SOM) (Citation frequency)",{"type":26,"tag":1367,"props":1671,"children":1672},{},[1673,1678,1683],{"type":26,"tag":1394,"props":1674,"children":1675},{},[1676],{"type":32,"value":1677},"Attribution Vector",{"type":26,"tag":1394,"props":1679,"children":1680},{},[1681],{"type":32,"value":1682},"Last-Click UTM Parameters, First-Click Cookie",{"type":26,"tag":1394,"props":1684,"children":1685},{},[1686],{"type":32,"value":1687},"CRM-to-Model Pipeline Association",{"type":26,"tag":1367,"props":1689,"children":1690},{},[1691,1696,1701],{"type":26,"tag":1394,"props":1692,"children":1693},{},[1694],{"type":32,"value":1695},"Financial Validation",{"type":26,"tag":1394,"props":1697,"children":1698},{},[1699],{"type":32,"value":1700},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":26,"tag":1394,"props":1702,"children":1703},{},[1704],{"type":32,"value":1705},"Pipeline Velocity, Accelerated Sales Cycles",{"type":26,"tag":1236,"props":1707,"children":1709},{"id":1708},"_1-quantifying-share-of-model-som",[1710],{"type":32,"value":1711},"1. Quantifying Share of Model (SOM)",{"type":26,"tag":35,"props":1713,"children":1714},{},[1715,1717,1722],{"type":32,"value":1716},"Just as you historically measured your share of voice on traditional search result pages, you must now measure your ",{"type":26,"tag":1082,"props":1718,"children":1719},{},[1720],{"type":32,"value":1721},"Share of Model (SOM)",{"type":32,"value":1723},". This KPI tracks how frequently your SaaS platform is cited as a recommended vendor or authoritative source across dominant large language models.",{"type":26,"tag":35,"props":1725,"children":1726},{},[1727],{"type":32,"value":1728},"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":26,"tag":1236,"props":1730,"children":1732},{"id":1731},"_2-measuring-influence-without-clicks",[1733],{"type":32,"value":1734},"2. Measuring Influence Without Clicks",{"type":26,"tag":35,"props":1736,"children":1737},{},[1738],{"type":32,"value":1739},"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":26,"tag":35,"props":1741,"children":1742},{},[1743,1745,1750],{"type":32,"value":1744},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":26,"tag":1082,"props":1746,"children":1747},{},[1748],{"type":32,"value":1749},"Influence Without Clicks",{"type":32,"value":1751},". 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":26,"tag":35,"props":1753,"children":1754},{},[1755],{"type":26,"tag":1110,"props":1756,"children":1758},{"alt":7,"src":1757},"https://assets.mkgmarketinginc.com/9329b26b-2033-4565-8e76-8bd7d88cddec-mkg-blog-beyond-last-click-image-2.png",[],{"type":26,"tag":27,"props":1760,"children":1762},{"id":1761},"building-the-cfo-justification-package",[1763],{"type":32,"value":1764},"Building the CFO-Justification Package",{"type":26,"tag":35,"props":1766,"children":1767},{},[1768],{"type":32,"value":1769},"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":26,"tag":35,"props":1771,"children":1772},{},[1773,1775,1780,1782,1787],{"type":32,"value":1774},"Your ",{"type":26,"tag":1082,"props":1776,"children":1777},{},[1778],{"type":32,"value":1779},"CFO Justification",{"type":32,"value":1781}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":26,"tag":1082,"props":1783,"children":1784},{},[1785],{"type":32,"value":1786},"Pipeline Velocity",{"type":32,"value":1788},".",{"type":26,"tag":1236,"props":1790,"children":1792},{"id":1791},"step-1-mapping-the-offline-crm-signal-loop",[1793],{"type":32,"value":1794},"Step 1: Mapping the Offline CRM Signal Loop",{"type":26,"tag":35,"props":1796,"children":1797},{},[1798],{"type":32,"value":1799},"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":26,"tag":35,"props":1801,"children":1802},{},[1803],{"type":32,"value":1804},"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":26,"tag":1236,"props":1806,"children":1808},{"id":1807},"step-2-calculating-pipeline-velocity-impact",[1809],{"type":32,"value":1810},"Step 2: Calculating Pipeline Velocity Impact",{"type":26,"tag":35,"props":1812,"children":1813},{},[1814],{"type":32,"value":1815},"Use the standard financial formula for revenue acceleration to show how your SVO efforts directly de-risk the sales cycle:",{"type":26,"tag":35,"props":1817,"children":1818},{},[1819],{"type":26,"tag":1082,"props":1820,"children":1821},{},[1822],{"type":32,"value":1823},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":26,"tag":35,"props":1825,"children":1826},{},[1827,1829,1834],{"type":32,"value":1828},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":26,"tag":1332,"props":1830,"children":1831},{},[1832],{"type":32,"value":1833},"before",{"type":32,"value":1835}," 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":26,"tag":1141,"props":1837,"children":1838},{},[1839,1849],{"type":26,"tag":1145,"props":1840,"children":1841},{},[1842,1847],{"type":26,"tag":1082,"props":1843,"children":1844},{},[1845],{"type":32,"value":1846},"Shorter Sales Cycles:",{"type":32,"value":1848}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":26,"tag":1145,"props":1850,"children":1851},{},[1852,1857],{"type":26,"tag":1082,"props":1853,"children":1854},{},[1855],{"type":32,"value":1856},"Higher Win Rates:",{"type":32,"value":1858}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":26,"tag":35,"props":1860,"children":1861},{},[1862],{"type":32,"value":1863},"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":26,"tag":35,"props":1865,"children":1866},{},[1867],{"type":26,"tag":1110,"props":1868,"children":1870},{"alt":7,"src":1869},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":26,"tag":27,"props":1872,"children":1874},{"id":1873},"summary",[1875],{"type":32,"value":1876},"Summary",{"type":26,"tag":35,"props":1878,"children":1879},{},[1880],{"type":32,"value":1881},"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":26,"tag":35,"props":1883,"children":1884},{},[1885],{"type":32,"value":1886},"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":1045,"depth":1045,"links":1888},[1889,1890,1891,1896,1900],{"id":1540,"depth":1045,"text":1543},{"id":1551,"depth":1045,"text":1554},{"id":1579,"depth":1045,"text":1582,"children":1892},[1893,1895],{"id":1708,"depth":1894,"text":1711},3,{"id":1731,"depth":1894,"text":1734},{"id":1761,"depth":1045,"text":1764,"children":1897},[1898,1899],{"id":1791,"depth":1894,"text":1794},{"id":1807,"depth":1894,"text":1810},{"id":1873,"depth":1045,"text":1876},"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":1906,"_dir":1058,"_draft":6,"_partial":6,"_locale":7,"title":1907,"description":1908,"date":1909,"imgAlt":1910,"img":1911,"body":1912,"_type":1049,"_id":2266,"_source":1051,"_file":2267,"_stem":2268,"_extension":1054,"category":1058,"minutes":2269},"/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":23,"children":1913,"toc":2250},[1914,1920,1980,1986,1991,1996,2019,2025,2039,2045,2065,2071,2082,2095,2100,2106,2120,2134,2140,2146,2159,2165,2188,2194,2199,2204,2237],{"type":26,"tag":27,"props":1915,"children":1917},{"id":1916},"executive-summary-the-tldr",[1918],{"type":32,"value":1919},"Executive Summary (The TL;DR)",{"type":26,"tag":1141,"props":1921,"children":1922},{},[1923,1942,1961],{"type":26,"tag":1145,"props":1924,"children":1925},{},[1926,1931,1933,1940],{"type":26,"tag":1082,"props":1927,"children":1928},{},[1929],{"type":32,"value":1930},"Algorithmic Consolidation:",{"type":32,"value":1932}," Google executed its ",{"type":26,"tag":1589,"props":1934,"children":1937},{"href":1935,"rel":1936},"https://www.seopress.org/newsroom/seo-news/june-2026/",[1593],[1938],{"type":32,"value":1939},"June 2026 Spam Update",{"type":32,"value":1941}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":26,"tag":1145,"props":1943,"children":1944},{},[1945,1950,1952,1959],{"type":26,"tag":1082,"props":1946,"children":1947},{},[1948],{"type":32,"value":1949},"The 1-Billion-User Pivot:",{"type":32,"value":1951}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":26,"tag":1589,"props":1953,"children":1956},{"href":1954,"rel":1955},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[1593],[1957],{"type":32,"value":1958},"surpassed 1 billion monthly active users",{"type":32,"value":1960},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":26,"tag":1145,"props":1962,"children":1963},{},[1964,1969,1971,1978],{"type":26,"tag":1082,"props":1965,"children":1966},{},[1967],{"type":32,"value":1968},"Standardized AI Attribution:",{"type":32,"value":1970}," Google Analytics 4 introduced a native ",{"type":26,"tag":1589,"props":1972,"children":1975},{"href":1973,"rel":1974},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[1593],[1976],{"type":32,"value":1977},"AI assistant channel group",{"type":32,"value":1979},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":26,"tag":27,"props":1981,"children":1983},{"id":1982},"algorithm-technical-seo-updates",[1984],{"type":32,"value":1985},"Algorithm & Technical SEO Updates",{"type":26,"tag":35,"props":1987,"children":1988},{},[1989],{"type":32,"value":1990},"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":26,"tag":1236,"props":1992,"children":1994},{"id":1993},"june-2026-spam-update",[1995],{"type":32,"value":1939},{"type":26,"tag":35,"props":1997,"children":1998},{},[1999,2001,2008,2010,2017],{"type":32,"value":2000},"Google launched and completed its",{"type":26,"tag":1589,"props":2002,"children":2005},{"href":2003,"rel":2004},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[1593],[2006],{"type":32,"value":2007}," June 2026 Spam Update",{"type":32,"value":2009}," 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":26,"tag":1589,"props":2011,"children":2014},{"href":2012,"rel":2013},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[1593],[2015],{"type":32,"value":2016},"update",{"type":32,"value":2018}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":26,"tag":1236,"props":2020,"children":2022},{"id":2021},"may-2026-core-update-conclusion",[2023],{"type":32,"value":2024},"May 2026 Core Update Conclusion",{"type":26,"tag":35,"props":2026,"children":2027},{},[2028,2030,2037],{"type":32,"value":2029},"This rapid spam crackdown followed the",{"type":26,"tag":1589,"props":2031,"children":2034},{"href":2032,"rel":2033},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[1593],[2035],{"type":32,"value":2036}," May 2026 Core Update",{"type":32,"value":2038},", 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":26,"tag":27,"props":2040,"children":2042},{"id":2041},"the-geoaeo-frontier",[2043],{"type":32,"value":2044},"The GEO/AEO Frontier",{"type":26,"tag":35,"props":2046,"children":2047},{},[2048,2055,2056,2063],{"type":26,"tag":1589,"props":2049,"children":2052},{"href":2050,"rel":2051},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[1593],[2053],{"type":32,"value":2054},"Generative Experience Optimization (GEO)",{"type":32,"value":1214},{"type":26,"tag":1589,"props":2057,"children":2060},{"href":2058,"rel":2059},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[1593],[2061],{"type":32,"value":2062},"Answer Engine Optimization (AEO)",{"type":32,"value":2064}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":26,"tag":1236,"props":2066,"children":2068},{"id":2067},"conversational-ai-scale-behavior",[2069],{"type":32,"value":2070},"Conversational AI Scale & Behavior",{"type":26,"tag":35,"props":2072,"children":2073},{},[2074,2080],{"type":26,"tag":1589,"props":2075,"children":2077},{"href":1954,"rel":2076},[1593],[2078],{"type":32,"value":2079},"Data",{"type":32,"value":2081}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":26,"tag":1141,"props":2083,"children":2084},{},[2085,2090],{"type":26,"tag":1145,"props":2086,"children":2087},{},[2088],{"type":32,"value":2089},"Queries in AI Mode average three times as long as traditional searches.",{"type":26,"tag":1145,"props":2091,"children":2092},{},[2093],{"type":32,"value":2094},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":26,"tag":35,"props":2096,"children":2097},{},[2098],{"type":32,"value":2099},"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":26,"tag":1236,"props":2101,"children":2103},{"id":2102},"citation-bias-and-platform-updates",[2104],{"type":32,"value":2105},"Citation Bias and Platform Updates",{"type":26,"tag":35,"props":2107,"children":2108},{},[2109,2111,2118],{"type":32,"value":2110},"A June data study published on ",{"type":26,"tag":1589,"props":2112,"children":2115},{"href":2113,"rel":2114},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[1593],[2116],{"type":32,"value":2117},"Search Engine Land",{"type":32,"value":2119}," 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":26,"tag":35,"props":2121,"children":2122},{},[2123,2125,2132],{"type":32,"value":2124},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":26,"tag":1589,"props":2126,"children":2129},{"href":2127,"rel":2128},"https://releasebot.io/updates/perplexity-ai",[1593],[2130],{"type":32,"value":2131},"\"Deep Research in Computer\"",{"type":32,"value":2133}," 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":26,"tag":27,"props":2135,"children":2137},{"id":2136},"strategic-implications-for-leaders",[2138],{"type":32,"value":2139},"Strategic Implications for Leaders",{"type":26,"tag":1236,"props":2141,"children":2143},{"id":2142},"what-to-ignore",[2144],{"type":32,"value":2145},"What to Ignore",{"type":26,"tag":1141,"props":2147,"children":2148},{},[2149],{"type":26,"tag":1145,"props":2150,"children":2151},{},[2152,2157],{"type":26,"tag":1082,"props":2153,"children":2154},{},[2155],{"type":32,"value":2156},"Unvalidated \"GEO Hacks\":",{"type":32,"value":2158}," 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":26,"tag":1236,"props":2160,"children":2162},{"id":2161},"where-to-pivot",[2163],{"type":32,"value":2164},"Where to Pivot",{"type":26,"tag":1141,"props":2166,"children":2167},{},[2168,2178],{"type":26,"tag":1145,"props":2169,"children":2170},{},[2171,2176],{"type":26,"tag":1082,"props":2172,"children":2173},{},[2174],{"type":32,"value":2175},"Audit Your Shared Real Estate:",{"type":32,"value":2177}," 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":26,"tag":1145,"props":2179,"children":2180},{},[2181,2186],{"type":26,"tag":1082,"props":2182,"children":2183},{},[2184],{"type":32,"value":2185},"Configure Native AI Attribution:",{"type":32,"value":2187}," 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":26,"tag":27,"props":2189,"children":2191},{"id":2190},"optimize-for-the-future",[2192],{"type":32,"value":2193},"Optimize for the Future",{"type":26,"tag":35,"props":2195,"children":2196},{},[2197],{"type":32,"value":2198},"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":26,"tag":35,"props":2200,"children":2201},{},[2202],{"type":32,"value":2203},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":26,"tag":1141,"props":2205,"children":2206},{},[2207,2217,2227],{"type":26,"tag":1145,"props":2208,"children":2209},{},[2210,2215],{"type":26,"tag":1082,"props":2211,"children":2212},{},[2213],{"type":32,"value":2214},"AI Search Audits:",{"type":32,"value":2216}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":26,"tag":1145,"props":2218,"children":2219},{},[2220,2225],{"type":26,"tag":1082,"props":2221,"children":2222},{},[2223],{"type":32,"value":2224},"Technical Site Alignment:",{"type":32,"value":2226}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":26,"tag":1145,"props":2228,"children":2229},{},[2230,2235],{"type":26,"tag":1082,"props":2231,"children":2232},{},[2233],{"type":32,"value":2234},"Clear Traffic Tracking:",{"type":32,"value":2236}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":26,"tag":35,"props":2238,"children":2239},{},[2240,2242,2249],{"type":32,"value":2241},"To future-proof your digital acquisition engine and lower your CAC,",{"type":26,"tag":1589,"props":2243,"children":2246},{"href":2244,"rel":2245},"https://mkgmarketinginc.com/contact/",[1593],[2247],{"type":32,"value":2248}," Book a Discovery Call with MKG today",{"type":32,"value":1788},{"title":7,"searchDepth":1045,"depth":1045,"links":2251},[2252,2253,2257,2261,2265],{"id":1916,"depth":1045,"text":1919},{"id":1982,"depth":1045,"text":1985,"children":2254},[2255,2256],{"id":1993,"depth":1894,"text":1939},{"id":2021,"depth":1894,"text":2024},{"id":2041,"depth":1045,"text":2044,"children":2258},[2259,2260],{"id":2067,"depth":1894,"text":2070},{"id":2102,"depth":1894,"text":2105},{"id":2136,"depth":1045,"text":2139,"children":2262},[2263,2264],{"id":2142,"depth":1894,"text":2145},{"id":2161,"depth":1894,"text":2164},{"id":2190,"depth":1045,"text":2193},"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":2271,"_dir":1058,"_draft":6,"_partial":6,"_locale":7,"title":2272,"description":2273,"date":2274,"img":2275,"imgAlt":2276,"body":2277,"_type":1049,"_id":2666,"_source":1051,"_file":2667,"_stem":2668,"_extension":1054,"category":1058,"minutes":2669},"/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":23,"children":2278,"toc":2653},[2279,2284,2289,2294,2299,2304,2309,2315,2320,2326,2331,2336,2341,2347,2359,2364,2369,2376,2382,2396,2401,2500,2505,2510,2517,2523,2528,2533,2539,2555,2578,2583,2589,2594,2611,2616,2622,2627,2632,2639,2643,2648],{"type":26,"tag":35,"props":2280,"children":2281},{},[2282],{"type":32,"value":2283},"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":26,"tag":35,"props":2285,"children":2286},{},[2287],{"type":32,"value":2288},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":26,"tag":35,"props":2290,"children":2291},{},[2292],{"type":32,"value":2293},"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":26,"tag":35,"props":2295,"children":2296},{},[2297],{"type":32,"value":2298},"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":26,"tag":35,"props":2300,"children":2301},{},[2302],{"type":32,"value":2303},"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":26,"tag":35,"props":2305,"children":2306},{},[2307],{"type":32,"value":2308},"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":26,"tag":27,"props":2310,"children":2312},{"id":2311},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[2313],{"type":32,"value":2314},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":26,"tag":35,"props":2316,"children":2317},{},[2318],{"type":32,"value":2319},"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":26,"tag":1236,"props":2321,"children":2323},{"id":2322},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[2324],{"type":32,"value":2325},"1. AI Overviews and the Elimination of the Organic Click",{"type":26,"tag":35,"props":2327,"children":2328},{},[2329],{"type":32,"value":2330},"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":26,"tag":35,"props":2332,"children":2333},{},[2334],{"type":32,"value":2335},"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":26,"tag":35,"props":2337,"children":2338},{},[2339],{"type":32,"value":2340},"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":26,"tag":1236,"props":2342,"children":2344},{"id":2343},"_2-the-rise-of-the-zero-click-search",[2345],{"type":32,"value":2346},"2. The Rise of the Zero-Click Search",{"type":26,"tag":35,"props":2348,"children":2349},{},[2350,2352,2357],{"type":32,"value":2351},"This monetization behavior has accelerated the prevalence of the ",{"type":26,"tag":1082,"props":2353,"children":2354},{},[2355],{"type":32,"value":2356},"Zero-Click Search",{"type":32,"value":2358},". 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":26,"tag":35,"props":2360,"children":2361},{},[2362],{"type":32,"value":2363},"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":26,"tag":35,"props":2365,"children":2366},{},[2367],{"type":32,"value":2368},"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":26,"tag":35,"props":2370,"children":2371},{},[2372],{"type":26,"tag":1110,"props":2373,"children":2375},{"alt":7,"src":2374},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":26,"tag":27,"props":2377,"children":2379},{"id":2378},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[2380],{"type":32,"value":2381},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":26,"tag":35,"props":2383,"children":2384},{},[2385,2387,2394],{"type":32,"value":2386},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":26,"tag":1589,"props":2388,"children":2391},{"href":2389,"rel":2390},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[1593],[2392],{"type":32,"value":2393},"SEO",{"type":32,"value":2395}," 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":26,"tag":35,"props":2397,"children":2398},{},[2399],{"type":32,"value":2400},"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":26,"tag":1359,"props":2402,"children":2403},{},[2404,2425],{"type":26,"tag":1363,"props":2405,"children":2406},{},[2407],{"type":26,"tag":1367,"props":2408,"children":2409},{},[2410,2415,2420],{"type":26,"tag":1371,"props":2411,"children":2412},{},[2413],{"type":32,"value":2414},"Performance Component",{"type":26,"tag":1371,"props":2416,"children":2417},{},[2418],{"type":32,"value":2419},"Legacy Keyword Volume Model",{"type":26,"tag":1371,"props":2421,"children":2422},{},[2423],{"type":32,"value":2424},"Search Visibility Optimization (SVO) Framework",{"type":26,"tag":1387,"props":2426,"children":2427},{},[2428,2446,2464,2482],{"type":26,"tag":1367,"props":2429,"children":2430},{},[2431,2436,2441],{"type":26,"tag":1394,"props":2432,"children":2433},{},[2434],{"type":32,"value":2435},"Primary Metric",{"type":26,"tag":1394,"props":2437,"children":2438},{},[2439],{"type":32,"value":2440},"Organic Traffic, Pageviews, Keyword Rank",{"type":26,"tag":1394,"props":2442,"children":2443},{},[2444],{"type":32,"value":2445},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":26,"tag":1367,"props":2447,"children":2448},{},[2449,2454,2459],{"type":26,"tag":1394,"props":2450,"children":2451},{},[2452],{"type":32,"value":2453},"Content Focus",{"type":26,"tag":1394,"props":2455,"children":2456},{},[2457],{"type":32,"value":2458},"Broad Informational Text, High-Volume Blogs",{"type":26,"tag":1394,"props":2460,"children":2461},{},[2462],{"type":32,"value":2463},"Self-Contained Passages, Node-Based Architecture",{"type":26,"tag":1367,"props":2465,"children":2466},{},[2467,2472,2477],{"type":26,"tag":1394,"props":2468,"children":2469},{},[2470],{"type":32,"value":2471},"Target Infrastructure",{"type":26,"tag":1394,"props":2473,"children":2474},{},[2475],{"type":32,"value":2476},"Traditional Search Engine Indexes",{"type":26,"tag":1394,"props":2478,"children":2479},{},[2480],{"type":32,"value":2481},"Large Language Model Vector Databases",{"type":26,"tag":1367,"props":2483,"children":2484},{},[2485,2490,2495],{"type":26,"tag":1394,"props":2486,"children":2487},{},[2488],{"type":32,"value":2489},"Discovery Vector",{"type":26,"tag":1394,"props":2491,"children":2492},{},[2493],{"type":32,"value":2494},"Single-Engine Keyword Matches",{"type":26,"tag":1394,"props":2496,"children":2497},{},[2498],{"type":32,"value":2499},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":26,"tag":35,"props":2501,"children":2502},{},[2503],{"type":32,"value":2504},"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":26,"tag":35,"props":2506,"children":2507},{},[2508],{"type":32,"value":2509},"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":26,"tag":35,"props":2511,"children":2512},{},[2513],{"type":26,"tag":1110,"props":2514,"children":2516},{"alt":7,"src":2515},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":26,"tag":27,"props":2518,"children":2520},{"id":2519},"systemic-accountability-the-svo-framework-for-modern-retrieval",[2521],{"type":32,"value":2522},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":26,"tag":35,"props":2524,"children":2525},{},[2526],{"type":32,"value":2527},"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":26,"tag":35,"props":2529,"children":2530},{},[2531],{"type":32,"value":2532},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":26,"tag":1236,"props":2534,"children":2536},{"id":2535},"pillar-3-implementing-generative-engine-optimization-geo",[2537],{"type":32,"value":2538},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":26,"tag":35,"props":2540,"children":2541},{},[2542,2544,2553],{"type":32,"value":2543},"To ensure your brand is cited in generative answer boxes, your digital assets must be structured in line with the core tenets of ",{"type":26,"tag":1589,"props":2545,"children":2547},{"href":2050,"rel":2546},[1593],[2548],{"type":26,"tag":1082,"props":2549,"children":2550},{},[2551],{"type":32,"value":2552},"Generative Engine Optimization (GEO)",{"type":32,"value":2554},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":26,"tag":1141,"props":2556,"children":2557},{},[2558,2568],{"type":26,"tag":1145,"props":2559,"children":2560},{},[2561,2566],{"type":26,"tag":1082,"props":2562,"children":2563},{},[2564],{"type":32,"value":2565},"Isolate Information into Extractable Passages:",{"type":32,"value":2567}," 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":26,"tag":1145,"props":2569,"children":2570},{},[2571,2576],{"type":26,"tag":1082,"props":2572,"children":2573},{},[2574],{"type":32,"value":2575},"Inject Specialized Terminology and Schema:",{"type":32,"value":2577}," 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":26,"tag":35,"props":2579,"children":2580},{},[2581],{"type":32,"value":2582},"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":26,"tag":1236,"props":2584,"children":2586},{"id":2585},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[2587],{"type":32,"value":2588},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":26,"tag":35,"props":2590,"children":2591},{},[2592],{"type":32,"value":2593},"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":26,"tag":35,"props":2595,"children":2596},{},[2597,2599,2609],{"type":32,"value":2598},"You must expand your strategy into a comprehensive ",{"type":26,"tag":1589,"props":2600,"children":2602},{"href":2058,"rel":2601},[1593],[2603,2607],{"type":26,"tag":1082,"props":2604,"children":2605},{},[2606],{"type":32,"value":2062},{"type":32,"value":2608}," ",{"type":32,"value":2610},"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":26,"tag":35,"props":2612,"children":2613},{},[2614],{"type":32,"value":2615},"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":26,"tag":1236,"props":2617,"children":2619},{"id":2618},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[2620],{"type":32,"value":2621},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":26,"tag":35,"props":2623,"children":2624},{},[2625],{"type":32,"value":2626},"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":26,"tag":35,"props":2628,"children":2629},{},[2630],{"type":32,"value":2631},"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":26,"tag":35,"props":2633,"children":2634},{},[2635],{"type":26,"tag":1110,"props":2636,"children":2638},{"alt":7,"src":2637},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":26,"tag":27,"props":2640,"children":2641},{"id":1873},[2642],{"type":32,"value":1876},{"type":26,"tag":35,"props":2644,"children":2645},{},[2646],{"type":32,"value":2647},"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":26,"tag":35,"props":2649,"children":2650},{},[2651],{"type":32,"value":2652},"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":1045,"depth":1045,"links":2654},[2655,2659,2660,2665],{"id":2311,"depth":1045,"text":2314,"children":2656},[2657,2658],{"id":2322,"depth":1894,"text":2325},{"id":2343,"depth":1894,"text":2346},{"id":2378,"depth":1045,"text":2381},{"id":2519,"depth":1045,"text":2522,"children":2661},[2662,2663,2664],{"id":2535,"depth":1894,"text":2538},{"id":2585,"depth":1894,"text":2588},{"id":2618,"depth":1894,"text":2621},{"id":1873,"depth":1045,"text":1876},"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":2671,"_dir":2672,"_draft":6,"_partial":6,"_locale":7,"title":2673,"description":2674,"date":2675,"img":2676,"imgAlt":1786,"body":2677,"_type":1049,"_id":3079,"_source":1051,"_file":3080,"_stem":3081,"_extension":1054,"category":2672,"minutes":2669},"/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":23,"children":2678,"toc":3064},[2679,2684,2689,2694,2727,2732,2737,2742,2747,2753,2758,2764,2769,2774,2779,2785,2797,2811,2818,2824,2829,2841,2849,2854,2894,2899,2906,2917,2922,2927,2933,2938,2961,2966,2972,2977,2982,3001,3006,3012,3017,3022,3029,3035,3040,3045,3050,3054,3059],{"type":26,"tag":35,"props":2680,"children":2681},{},[2682],{"type":32,"value":2683},"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":26,"tag":35,"props":2685,"children":2686},{},[2687],{"type":32,"value":2688},"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":26,"tag":35,"props":2690,"children":2691},{},[2692],{"type":32,"value":2693},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":26,"tag":1141,"props":2695,"children":2696},{},[2697,2707,2717],{"type":26,"tag":1145,"props":2698,"children":2699},{},[2700,2705],{"type":26,"tag":1082,"props":2701,"children":2702},{},[2703],{"type":32,"value":2704},"Click-Through Rates (CTRs)",{"type":32,"value":2706}," are holding perfectly steady.",{"type":26,"tag":1145,"props":2708,"children":2709},{},[2710,2715],{"type":26,"tag":1082,"props":2711,"children":2712},{},[2713],{"type":32,"value":2714},"Total Impressions",{"type":32,"value":2716}," are hitting record, all-time highs.",{"type":26,"tag":1145,"props":2718,"children":2719},{},[2720,2725],{"type":26,"tag":1082,"props":2721,"children":2722},{},[2723],{"type":32,"value":2724},"Cost-Per-Click (CPC)",{"type":32,"value":2726}," looks highly optimized and efficient.",{"type":26,"tag":35,"props":2728,"children":2729},{},[2730],{"type":32,"value":2731},"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":26,"tag":35,"props":2733,"children":2734},{},[2735],{"type":32,"value":2736},"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":26,"tag":35,"props":2738,"children":2739},{},[2740],{"type":32,"value":2741},"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":26,"tag":35,"props":2743,"children":2744},{},[2745],{"type":32,"value":2746},"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":26,"tag":27,"props":2748,"children":2750},{"id":2749},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[2751],{"type":32,"value":2752},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":26,"tag":35,"props":2754,"children":2755},{},[2756],{"type":32,"value":2757},"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":26,"tag":1236,"props":2759,"children":2761},{"id":2760},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[2762],{"type":32,"value":2763},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":26,"tag":35,"props":2765,"children":2766},{},[2767],{"type":32,"value":2768},"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":26,"tag":35,"props":2770,"children":2771},{},[2772],{"type":32,"value":2773},"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":26,"tag":35,"props":2775,"children":2776},{},[2777],{"type":32,"value":2778},"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":26,"tag":1236,"props":2780,"children":2782},{"id":2781},"_2-linkedin-ad-fatigue",[2783],{"type":32,"value":2784},"2. LinkedIn Ad Fatigue",{"type":26,"tag":35,"props":2786,"children":2787},{},[2788,2790,2795],{"type":32,"value":2789},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":26,"tag":1082,"props":2791,"children":2792},{},[2793],{"type":32,"value":2794},"LinkedIn Ad Fatigue",{"type":32,"value":2796},". 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":26,"tag":35,"props":2798,"children":2799},{},[2800,2802,2809],{"type":32,"value":2801},"According to data compiled in the ",{"type":26,"tag":1589,"props":2803,"children":2806},{"href":2804,"rel":2805},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[1593],[2807],{"type":32,"value":2808},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":32,"value":2810},", 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":26,"tag":35,"props":2812,"children":2813},{},[2814],{"type":26,"tag":1110,"props":2815,"children":2817},{"alt":7,"src":2816},"https://assets.mkgmarketinginc.com/1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[],{"type":26,"tag":27,"props":2819,"children":2821},{"id":2820},"the-fatal-flaw-pipeline-vs-mqls",[2822],{"type":32,"value":2823},"The Fatal Flaw: Pipeline vs. MQLs",{"type":26,"tag":35,"props":2825,"children":2826},{},[2827],{"type":32,"value":2828},"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":26,"tag":35,"props":2830,"children":2831},{},[2832,2834,2839],{"type":32,"value":2833},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":26,"tag":1082,"props":2835,"children":2836},{},[2837],{"type":32,"value":2838},"pipeline velocity",{"type":32,"value":2840},". 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":26,"tag":35,"props":2842,"children":2843},{},[2844],{"type":26,"tag":1082,"props":2845,"children":2846},{},[2847],{"type":32,"value":2848},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":26,"tag":35,"props":2850,"children":2851},{},[2852],{"type":32,"value":2853},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",{"type":26,"tag":1141,"props":2855,"children":2856},{},[2857,2874,2884],{"type":26,"tag":1145,"props":2858,"children":2859},{},[2860,2865,2867,2872],{"type":26,"tag":1082,"props":2861,"children":2862},{},[2863],{"type":32,"value":2864},"Diminished Opportunity Quality:",{"type":32,"value":2866}," Your total number of ",{"type":26,"tag":1332,"props":2868,"children":2869},{},[2870],{"type":32,"value":2871},"qualified",{"type":32,"value":2873}," 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":26,"tag":1145,"props":2875,"children":2876},{},[2877,2882],{"type":26,"tag":1082,"props":2878,"children":2879},{},[2880],{"type":32,"value":2881},"Depressed Win Rates:",{"type":32,"value":2883}," 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":26,"tag":1145,"props":2885,"children":2886},{},[2887,2892],{"type":26,"tag":1082,"props":2888,"children":2889},{},[2890],{"type":32,"value":2891},"Expanded Cycle Length:",{"type":32,"value":2893}," 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":26,"tag":35,"props":2895,"children":2896},{},[2897],{"type":32,"value":2898},"To scale predictably post-Series B, you must ruthlessly eliminate the distinction between marketing metrics and sales reality. 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She chose to come back to the agency world when she learned about MKG and our People First values.",{"type":26,"tag":35,"props":4038,"children":4039},{},[4040],{"type":32,"value":4041},"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":26,"tag":35,"props":4043,"children":4044},{},[4045],{"type":32,"value":4046},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",{"type":26,"tag":1236,"props":4048,"children":4050},{"id":4049},"fun-facts",[4051],{"type":32,"value":4052},"Fun facts",{"type":26,"tag":1141,"props":4054,"children":4055},{},[4056,4061,4066],{"type":26,"tag":1145,"props":4057,"children":4058},{},[4059],{"type":32,"value":4060},"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":26,"tag":1145,"props":4062,"children":4063},{},[4064],{"type":32,"value":4065},"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":26,"tag":1145,"props":4067,"children":4068},{},[4069],{"type":32,"value":4070},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":1045,"depth":1045,"links":4072},[4073],{"id":4049,"depth":1894,"text":4052},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":4078,"_dir":4011,"_draft":6,"_partial":6,"_locale":7,"title":4079,"description":4080,"name":4079,"ref":4081,"jobTitle":4082,"team":4082,"images":4083,"linkedIn":4085,"quoteCite":4022,"sequence":4086,"body":4087,"_type":1049,"_id":4148,"_source":1051,"_file":4149,"_stem":4150,"_extension":1054,"category":4011,"minutes":4151},"/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":4084},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":23,"children":4088,"toc":4146},[4089,4097,4102,4110,4115,4123,4128,4136,4141],{"type":26,"tag":35,"props":4090,"children":4091},{},[4092],{"type":26,"tag":1082,"props":4093,"children":4094},{},[4095],{"type":32,"value":4096},"How I Got Into Digital Advertising",{"type":26,"tag":35,"props":4098,"children":4099},{},[4100],{"type":32,"value":4101},"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":26,"tag":35,"props":4103,"children":4104},{},[4105],{"type":26,"tag":1082,"props":4106,"children":4107},{},[4108],{"type":32,"value":4109},"What I Love About Paid Search",{"type":26,"tag":35,"props":4111,"children":4112},{},[4113],{"type":32,"value":4114},"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":26,"tag":35,"props":4116,"children":4117},{},[4118],{"type":26,"tag":1082,"props":4119,"children":4120},{},[4121],{"type":32,"value":4122},"Why I Chose MKG Marketing",{"type":26,"tag":35,"props":4124,"children":4125},{},[4126],{"type":32,"value":4127},"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":26,"tag":35,"props":4129,"children":4130},{},[4131],{"type":26,"tag":1082,"props":4132,"children":4133},{},[4134],{"type":32,"value":4135},"Fun Facts About Me",{"type":26,"tag":35,"props":4137,"children":4138},{},[4139],{"type":32,"value":4140},"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":26,"tag":35,"props":4142,"children":4143},{},[4144],{"type":32,"value":4145},"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":1045,"depth":1045,"links":4147},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":4153,"_dir":4011,"_draft":6,"_partial":6,"_locale":7,"title":4154,"description":4155,"name":4154,"jobTitle":4156,"team":4157,"images":4158,"ref":4160,"linkedIn":4161,"sequence":4162,"body":4163,"_type":1049,"_id":4211,"_source":1051,"_file":4212,"_stem":4213,"_extension":1054,"category":4011,"minutes":1045},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":4159},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":23,"children":4164,"toc":4208},[4165,4171,4176,4181,4186,4190],{"type":26,"tag":35,"props":4166,"children":4168},{"className":4167},[4028],[4169],{"type":32,"value":4170},"\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":26,"tag":35,"props":4172,"children":4173},{},[4174],{"type":32,"value":4175},"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":26,"tag":35,"props":4177,"children":4178},{},[4179],{"type":32,"value":4180},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":26,"tag":35,"props":4182,"children":4183},{},[4184],{"type":32,"value":4185},"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":26,"tag":1236,"props":4187,"children":4188},{"id":4049},[4189],{"type":32,"value":4052},{"type":26,"tag":1141,"props":4191,"children":4192},{},[4193,4198,4203],{"type":26,"tag":1145,"props":4194,"children":4195},{},[4196],{"type":32,"value":4197},"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":26,"tag":1145,"props":4199,"children":4200},{},[4201],{"type":32,"value":4202},"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":26,"tag":1145,"props":4204,"children":4205},{},[4206],{"type":32,"value":4207},"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":1045,"depth":1045,"links":4209},[4210],{"id":4049,"depth":1894,"text":4052},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":4215,"_dir":4011,"_draft":6,"_partial":6,"_locale":7,"title":4216,"description":4217,"name":4216,"ref":4218,"jobTitle":4219,"team":4220,"images":4221,"linkedIn":4223,"quote":4224,"quoteCite":4225,"sequence":4226,"body":4227,"_type":1049,"_id":4274,"_source":1051,"_file":4275,"_stem":4276,"_extension":1054,"category":4011,"minutes":1045},"/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":4222},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":23,"children":4228,"toc":4272},[4229,4234,4239,4244,4249,4254],{"type":26,"tag":35,"props":4230,"children":4231},{},[4232],{"type":32,"value":4233},"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":26,"tag":35,"props":4235,"children":4236},{},[4237],{"type":32,"value":4238},"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":26,"tag":35,"props":4240,"children":4241},{},[4242],{"type":32,"value":4243},"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":26,"tag":35,"props":4245,"children":4246},{},[4247],{"type":32,"value":4248},"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":26,"tag":35,"props":4250,"children":4251},{},[4252],{"type":32,"value":4253},"Fun Facts:",{"type":26,"tag":1141,"props":4255,"children":4256},{},[4257,4262,4267],{"type":26,"tag":1145,"props":4258,"children":4259},{},[4260],{"type":32,"value":4261},"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":26,"tag":1145,"props":4263,"children":4264},{},[4265],{"type":32,"value":4266},"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":26,"tag":1145,"props":4268,"children":4269},{},[4270],{"type":32,"value":4271},"I love a really good French Martini.",{"title":7,"searchDepth":1045,"depth":1045,"links":4273},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":4278,"_dir":4011,"_draft":6,"_partial":6,"_locale":7,"title":4279,"description":4280,"name":4281,"jobTitle":4282,"images":4283,"ref":4285,"sequence":4286,"imageDescription":4287,"body":4288,"_type":1049,"_id":4340,"_source":1051,"_file":4341,"_stem":4342,"_extension":1054,"category":4011,"minutes":1045},"/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":4284},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":23,"children":4289,"toc":4337},[4290,4296,4301,4310,4315,4319],{"type":26,"tag":35,"props":4291,"children":4293},{"className":4292},[4028],[4294],{"type":32,"value":4295},"\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":26,"tag":35,"props":4297,"children":4298},{},[4299],{"type":32,"value":4300},"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":26,"tag":4302,"props":4303,"children":4304},"blockquote",{},[4305],{"type":26,"tag":35,"props":4306,"children":4307},{},[4308],{"type":32,"value":4309},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":26,"tag":35,"props":4311,"children":4312},{},[4313],{"type":32,"value":4314},"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":26,"tag":1236,"props":4316,"children":4317},{"id":4049},[4318],{"type":32,"value":4052},{"type":26,"tag":1141,"props":4320,"children":4321},{},[4322,4327,4332],{"type":26,"tag":1145,"props":4323,"children":4324},{},[4325],{"type":32,"value":4326},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":26,"tag":1145,"props":4328,"children":4329},{},[4330],{"type":32,"value":4331},"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":26,"tag":1145,"props":4333,"children":4334},{},[4335],{"type":32,"value":4336},"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":1045,"depth":1045,"links":4338},[4339],{"id":4049,"depth":1894,"text":4052},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4344,"_dir":4011,"_draft":6,"_partial":6,"_locale":7,"title":4345,"description":4346,"ref":4347,"name":4345,"team":4016,"quote":4348,"images":4349,"twitter":4351,"isLeader":4020,"jobTitle":4352,"linkedIn":4351,"sequence":4151,"quoteCite":4353,"imageDescription":4354,"body":4355,"_type":1049,"_id":4403,"_source":1051,"_file":4404,"_stem":4405,"_extension":1054,"category":4011,"minutes":4151},"/team/kerry-guard","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":4350},"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":23,"children":4356,"toc":4400},[4357,4363,4375,4388,4392],{"type":26,"tag":35,"props":4358,"children":4360},{"className":4359},[4028],[4361],{"type":32,"value":4362},"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":26,"tag":35,"props":4364,"children":4365},{},[4366,4368,4373],{"type":32,"value":4367},"She also hosts our podcast, ",{"type":26,"tag":1589,"props":4369,"children":4371},{"href":4370},"/podcasts/marketing-leaders/",[4372],{"type":32,"value":16},{"type":32,"value":4374},", which brings eight digital marketing experts to your ears every quarter.",{"type":26,"tag":35,"props":4376,"children":4377},{},[4378,4380,4386],{"type":32,"value":4379},"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":26,"tag":1589,"props":4381,"children":4383},{"href":4382},"/about/jobs/",[4384],{"type":32,"value":4385},"Jobs page",{"type":32,"value":4387}," and see if we have a position right for you!",{"type":26,"tag":1236,"props":4389,"children":4390},{"id":4049},[4391],{"type":32,"value":4052},{"type":26,"tag":1141,"props":4393,"children":4394},{},[4395],{"type":26,"tag":1145,"props":4396,"children":4397},{},[4398],{"type":32,"value":4399},"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":1045,"depth":1045,"links":4401},[4402],{"id":4049,"depth":1894,"text":4052},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4407,"_dir":4011,"_draft":6,"_partial":6,"_locale":7,"title":4408,"description":4409,"name":4408,"ref":4410,"jobTitle":4411,"team":4082,"images":4412,"linkedIn":4414,"sequence":4415,"body":4416,"_type":1049,"_id":4467,"_source":1051,"_file":4468,"_stem":4469,"_extension":1054,"category":4011,"minutes":1045},"/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":4413},"leigh-snyder.webp","leighasnyder",50,{"type":23,"children":4417,"toc":4464},[4418,4424,4429,4434,4439,4444,4449,4454,4459],{"type":26,"tag":35,"props":4419,"children":4421},{"className":4420},[4028],[4422],{"type":32,"value":4423},"\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":26,"tag":35,"props":4425,"children":4426},{},[4427],{"type":32,"value":4428},"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":26,"tag":35,"props":4430,"children":4431},{},[4432],{"type":32,"value":4433},"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":26,"tag":35,"props":4435,"children":4436},{},[4437],{"type":32,"value":4438},"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":26,"tag":35,"props":4440,"children":4441},{},[4442],{"type":32,"value":4443},"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":26,"tag":35,"props":4445,"children":4446},{},[4447],{"type":32,"value":4448},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":26,"tag":35,"props":4450,"children":4451},{},[4452],{"type":32,"value":4453},"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":26,"tag":1236,"props":4455,"children":4456},{"id":4049},[4457],{"type":32,"value":4458},"Fun Facts",{"type":26,"tag":35,"props":4460,"children":4461},{},[4462],{"type":32,"value":4463},"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":1045,"depth":1045,"links":4465},[4466],{"id":4049,"depth":1894,"text":4458},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4471,"_dir":4472,"_draft":6,"_partial":6,"_locale":7,"title":4473,"description":4474,"name":4473,"imageDescription":4475,"ref":4476,"jobTitle":4477,"images":4478,"linkedIn":4476,"quote":4480,"quoteCite":4473,"sequence":1503,"body":4481,"_type":1049,"_id":4555,"_source":1051,"_file":4556,"_stem":4557,"_extension":1054,"category":4472,"minutes":4151},"/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":4479},"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":23,"children":4482,"toc":4552},[4483,4496,4501,4513,4519],{"type":26,"tag":35,"props":4484,"children":4486},{"className":4485},[4028],[4487,4489,4494],{"type":32,"value":4488},"\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":26,"tag":1082,"props":4490,"children":4491},{},[4492],{"type":32,"value":4493},"Swell Marketing Advisors",{"type":32,"value":4495}," and a strategic partner to MKG, she brings deep expertise in aligning product, sales, and marketing into a cohesive GTM strategy.",{"type":26,"tag":35,"props":4497,"children":4498},{},[4499],{"type":32,"value":4500},"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":26,"tag":35,"props":4502,"children":4503},{},[4504,4506,4511],{"type":32,"value":4505},"At MKG, Celeste steps in as a Marketing Leader for our ",{"type":26,"tag":1082,"props":4507,"children":4508},{},[4509],{"type":32,"value":4510},"Marketing Leadership + Activation",{"type":32,"value":4512}," clients. 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