[{"data":1,"prerenderedAt":4856},["ShallowReactive",2],{"podcast-marketing-leaders-marketing-fundamentals-first-why-most-growth-problems-start-earlier-than-you-think":3,"header-articles":919,"updatesSection-all":2946,"updatesSection-all-team":3872},{"_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,"guestimg":18,"authors":19,"guesturl":21,"seotitle":8,"iframe":22,"guestabout":23,"body":24,"_type":913,"_id":914,"_source":915,"_file":916,"_stem":917,"_extension":918,"category":5},"/podcasts/marketing-leaders/marketing-fundamentals-first-why-most-growth-problems-start-earlier-than-you-think","marketing-leaders",false,"","Marketing Fundamentals First - Why Most Growth Problems Start Earlier Than You Think","In this episode, Moni Oloyede discusses why so many businesses struggle with marketing despite investing heavily in campaigns, content, and lead generation. She breaks down the foundational work most companies skip—understanding their audience, refining their messaging, and building a brand people actually remember—and explains why sustainable growth starts long before the first marketing tactic is launched.","2026-06-17T18:15:10.287Z",{"url":12,"length":13},"https://share.transistor.fm/s/285bda95","57058359","221","45","Back on T-R-A-C-K","Moni Oloyede","https://assets.mkgmarketinginc.com/ff32456f-dfe7-4ee0-ab8d-1b54b4a54c77-moni-oloyede.webp",[20],"Kerry Guard","https://www.linkedin.com/in/moni-oloyede/","https://share.transistor.fm/e/285bda95","Moni Oloyede helps businesses build trust-driven marketing systems that turn genuine customer understanding into sustainable word-of-mouth growth.",{"type":25,"children":26,"toc":908},"root",[27,36,42,48,53,58,63,68,73,78,83,88,93,98,103,108,113,118,123,128,133,138,143,148,153,158,163,168,173,178,183,188,193,198,203,208,213,218,223,228,233,238,243,248,253,258,263,268,273,278,283,288,293,298,303,308,313,318,323,328,333,338,343,348,353,358,363,368,373,378,383,388,393,398,403,408,413,418,423,428,433,438,443,448,453,458,463,468,473,478,483,488,493,498,503,508,513,518,523,528,533,538,543,548,553,558,563,568,573,578,583,588,593,598,603,608,613,618,623,628,633,638,643,648,653,658,663,668,673,678,683,688,693,698,703,708,713,718,723,728,733,738,743,748,753,758,763,768,773,778,783,788,793,798,803,808,813,818,823,828,833,838,843,848,853,858,863,868,873,878,883,888,893,898,903],{"type":28,"tag":29,"props":30,"children":32},"element","h2",{"id":31},"overview",[33],{"type":34,"value":35},"text","Overview",{"type":28,"tag":37,"props":38,"children":39},"p",{},[40],{"type":34,"value":41},"Moni explains why businesses often jump straight into websites, content, and lead generation before doing the deeper work of understanding their audience, market, and messaging. She shares how strong marketing is built on consumer psychology, emotional outcomes, and genuine customer understanding—not just tactics and funnels. The conversation also explores word-of-mouth marketing, the power of market research, and why founders who slow down to build the right foundation ultimately create more sustainable growth.",{"type":28,"tag":29,"props":43,"children":45},{"id":44},"transcript",[46],{"type":34,"value":47},"Transcript:",{"type":28,"tag":37,"props":49,"children":50},{},[51],{"type":34,"value":52},"Moni Oloyede  0:00  ",{"type":28,"tag":37,"props":54,"children":55},{},[56],{"type":34,"value":57},"When people are having struggles with marketing, what I realize is that they're missing fundamentals. They really don't understand their audience, they really don't understand their market, they really don't have a good message, and they think they do, but they really don't. They haven't done that sort of deep-level layer work to really make those things work for them. So now I'll focus on helping small businesses in those areas, so they can start building the right foundation and grow and scale their marketing without having to stress and get off the hamster wheel chasing these.",{"type":28,"tag":37,"props":59,"children":60},{},[61],{"type":34,"value":62},"Kerry Guard  0:37  ",{"type":28,"tag":37,"props":64,"children":65},{},[66],{"type":34,"value":67},"And we're live. Welcome back to the show. This is Back on Track. I'm Kerry Guard, your host and CEO of MKG Marketing, the digital marketing agency that helps B2B tech and cybersecurity teams turn visibility into pipeline. We're here to get you back to the beginning and in the right order. Back on track, that's what the show is called. And today, my guest knows the messy middle of getting back on track. She's going to walk us through it. I'm so happy to introduce Mani Oloidy, founder of Mo Martech and former director of marketing infrastructure. Mani left the corporate machine because she didn't love how it treats marketing, that dollar in, dollar 20 out mentality, and she now helps small businesses build marketing from the ground up, the fundamentals first, the hard work first, and her not-so-secret weapon is the oldest, most durable channel there is, word of mouth. Monty, welcome to the show. So good to have you.",{"type":28,"tag":37,"props":69,"children":70},{},[71],{"type":34,"value":72},"Moni Oloyede  1:32  ",{"type":28,"tag":37,"props":74,"children":75},{},[76],{"type":34,"value":77},"Hey Kerry, thank you so much for having me. I'm so excited to be here.",{"type":28,"tag":37,"props":79,"children":80},{},[81],{"type":34,"value":82},"Kerry Guard  1:36  ",{"type":28,"tag":37,"props":84,"children":85},{},[86],{"type":34,"value":87},"So excited for the show. I was priming a little early because I was like, for my own sanity, I need to figure this out. I was just telling Monty that, you know, for MKG marketing, we've been around for over 15 years, and in the beginning it was very much about networking, and it was wow, wow, west of whatever we sold in, we figured out, and now that we really know what we're doing, getting back to figuring out that network effect is real, and so I am personally very excited for the show.",{"type":28,"tag":37,"props":89,"children":90},{},[91],{"type":34,"value":92},"Kerry Guard  2:04  ",{"type":28,"tag":37,"props":94,"children":95},{},[96],{"type":34,"value":97},"Why don't you tell folks, before we get into it a bit, a little bit about Mo Martech and the two lanes you work in, and, you know, what got you here?",{"type":28,"tag":37,"props":99,"children":100},{},[101],{"type":34,"value":102},"Moni Oloyede  2:12  ",{"type":28,"tag":37,"props":104,"children":105},{},[106],{"type":34,"value":107},"Yeah, sure, thanks for asking. So next year, 2027, will be 20 years in marketing. It's the only profession, professional profession I've ever had, right, historical McDonald's, but that's not a good nor there. But I spent the first half of my career in operations and on the tech side, and really focused in on digital marketing processes and lead funnels and all that sorts of things, and I got let go from my corporate job in 2023, and I decided to focus on what I call marketing fundamentals. When people are having struggles with marketing, what I realize is that they're missing fundamentals. They really don't understand their audience, they really don't understand their market, they really don't have a good message, and they think they do, but they really don't. They haven't done that sort of deep-level layer work to really make those things work for them, so now I'll focus on helping small businesses in those areas, so they can start building the right foundation and grow and scale their marketing without having to stress and get off the hamster wheel. Chasing these.",{"type":28,"tag":37,"props":109,"children":110},{},[111],{"type":34,"value":112},"Kerry Guard  3:13  ",{"type":28,"tag":37,"props":114,"children":115},{},[116],{"type":34,"value":117},"We all went off that hamster wheel. This is so key. I've been beating this drum for a while now, because, especially with the way search has changed and how customers are searching, having your positioning and messaging dialed in, so that it's consistent, not just on your website, but everywhere, and also aligned to how your customers are talking about you, is no longer optional. So, thank you for getting out there and helping founders do this work early, really is humanly possible. When do you normally start with founders? You said you start with them early. Is that like, you know, when's that sort of rubber meets the road moment where they're like, I need help, and they call you?",{"type":28,"tag":37,"props":119,"children":120},{},[121],{"type":34,"value":122},"Moni Oloyede  3:56  ",{"type":28,"tag":37,"props":124,"children":125},{},[126],{"type":34,"value":127},"My sweet spot is like, I call it zero to three years, so even when you're like thinking about it, and the ideation stage, you have a lot of business owners who are switching from their corporate business or their government job and trying to move into maybe doing their own thing. I'll help you there, and what I get you to is what I call pre-seed. So, if you're looking for investment or funding or money in any sort of way, you're looking for angel investing, you're looking for grants, you're looking for loans, any type of funding for your business before you get there, that's sort of the sweet spot in which I work with, because if anyone's going to give you money, they want to understand how they're going to get that money back, and solid as your market and market understanding can be is the better position for you to be able to get that sort of money.",{"type":28,"tag":37,"props":129,"children":130},{},[131],{"type":34,"value":132},"Kerry Guard  4:36  ",{"type":28,"tag":37,"props":134,"children":135},{},[136],{"type":34,"value":137},"As a truly unique skill, I'm not going to lie, I worked with a startup who had already gotten their first round of funding, but they needed to go look for more, and it was definitely a muscle where I was like, I might be in over my head for this, because it's, it's not, it's about, I always say this to my, to my 10 year old daughter, you know, read the room like who you're talking to, and so it is the. That right, with you're not talking to the end user who's going to buy your product, you are talking to investors, and that's a very different, very different audience in terms of how you sell in that messaging. So, yes, to having an expert help you do that. You've said corporate marketing is too transactional, that dollar in, dollar 20 out mentality, what does that get wrong, and what does it cost a business in the long run?",{"type":28,"tag":37,"props":139,"children":140},{},[141],{"type":34,"value":142},"Moni Oloyede  5:26  ",{"type":28,"tag":37,"props":144,"children":145},{},[146],{"type":34,"value":147},"You know, there are kind of two phases. This is their marketing point of view, and then there is the executive point of view on that. You have to understand both in order to sort of tackle this correctly. The marketing, what happens from a marketing point of view when you have $1 in, dollar 20 out mentality is that you become very myopic, right? Anything that leads to revenue is good, so you just throw stuff at a wall. All you do is get leads, and then they're going to magically fall down this funnel and raise their hand, and then end up being a pipeline revenue, and that never really works. You never do the fundamentals that we talk about, like, let's home this message. What are they really asking for here? The problem is really what is coming out as X, but underneath it, there's some sort of emotional, you know, corporate, you know, structural issue that they're really kind of dealing with here. You never get to those sorts of things because you're just doing campaigns and trying to get leads and trying to qualify them and turn them in kills, or however that turns out for your business, right? The executive, or the leadership version of that, is what the reason why they're focusing on dollar in, dollar 20 out, is they need to justify the spend, right? That's all they're trying to do. If I give you money, what am I getting out of it? We fall into the trap of the only way I can do that is to tie this to revenue. That's the trap. It's like they're really just trying to tie this to business outcomes, and what is that that's going to be different for every business, right? It could be more subscriptions, it could be penetrating this market, it could be this percentage of growth. Right, how is the campaign, the webinar, the thing tying to the business outcome? That's the question that they're trying to answer. We fall into this funnel trap every single time. We can't get out of it.",{"type":28,"tag":37,"props":149,"children":150},{},[151],{"type":34,"value":152},"Kerry Guard  7:12  ",{"type":28,"tag":37,"props":154,"children":155},{},[156],{"type":34,"value":157},"Every time. I just had a client ask me, what would happen if I doubled our ad budget, and I said nothing good.",{"type":28,"tag":37,"props":159,"children":160},{},[161],{"type":34,"value":162},"Moni Oloyede  7:18  ",{"type":28,"tag":37,"props":164,"children":165},{},[166],{"type":34,"value":167},"Yeah, you spend more money, that's about that.",{"type":28,"tag":37,"props":169,"children":170},{},[171],{"type":34,"value":172},"Kerry Guard  7:24  ",{"type":28,"tag":37,"props":174,"children":175},{},[176],{"type":34,"value":177},"The more money you spend, the more your CAC will go through the roof, and we will have nothing to show for it. So I highly do not recommend it. What talk to me about why this is important to you? And then he ended the conversation there. I wonder why?",{"type":28,"tag":37,"props":179,"children":180},{},[181],{"type":34,"value":182},"Moni Oloyede  7:37  ",{"type":28,"tag":37,"props":184,"children":185},{},[186],{"type":34,"value":187},"That's legit. I asked the same thing, I have, I cannot tell you how many business owners that say, you know, my goal is to have, you know, 10,000 followers on YouTube, or like, you know, x amount of followers or x amount of likes on whatever social media platform. I'm like, why, what does that mean, right? And that's the, that's, that's the marketing we actually have to do. That's a good marketer. Like, what are you really trying to get to here? What does that mean to you? I had a conversation with a physical therapist recently, trying to help her with her marketing, and she was doing consultative work for a soccer team, but not really getting the result, not really getting clients out of it, right? She was like, \" It's a waste of time. We went through it, and all she really wanted was not to feel like she was being used, right? Well, it's then like, well, then let's think about, can you get testimonials from them? Can you get social media content from them? Can you get some sort of, you know, like reviews from them? Like, how do you make this valuable for you? That's the conversation. So, instead of trying to chase down ways so she can get paid when these people don't have money, we just found out ways to make it valuable for her. That's a different approach.",{"type":28,"tag":37,"props":189,"children":190},{},[191],{"type":34,"value":192},"Kerry Guard  8:45  ",{"type":28,"tag":37,"props":194,"children":195},{},[196],{"type":34,"value":197},"Totally different. Sometimes getting to the... we're almost therapists a little bit for our founders as we get to some root issues here. So, I, I, I love that it was an emotional root issue for her, of like wanting to feel not like just a cog in whatever wheel she was in, but to actually.",{"type":28,"tag":37,"props":199,"children":200},{},[201],{"type":34,"value":202},"Moni Oloyede  9:04  ",{"type":28,"tag":37,"props":204,"children":205},{},[206],{"type":34,"value":207},"Exactly!",{"type":28,"tag":37,"props":209,"children":210},{},[211],{"type":34,"value":212},"Kerry Guard  9:05  ",{"type":28,"tag":37,"props":214,"children":215},{},[216],{"type":34,"value":217},"Be valued, so important.",{"type":28,"tag":37,"props":219,"children":220},{},[221],{"type":34,"value":222},"Moni Oloyede  9:09  ",{"type":28,"tag":37,"props":224,"children":225},{},[226],{"type":34,"value":227},"Just not someone feels taken advantage of, right? Am I being just used here? Okay.",{"type":28,"tag":37,"props":229,"children":230},{},[231],{"type":34,"value":232},"Kerry Guard  9:14  ",{"type":28,"tag":37,"props":234,"children":235},{},[236],{"type":34,"value":237},"I love that. Speaking of emotion, you sort of mentioned this when you were talking earlier about emotion and messaging, I just saw a post on LinkedIn, actually was today or yesterday, about how you know, as B2B marketers, we need to be, you know, sort of looking over at B2C and what they've been doing in terms of their messaging and making it a more emotional, because we are emotional buyers at the end of the day. Do you agree with this? Do you think there's a happy medium? What is your take on emotion in B messaging?",{"type":28,"tag":37,"props":239,"children":240},{},[241],{"type":34,"value":242},"Moni Oloyede  9:46  ",{"type":28,"tag":37,"props":244,"children":245},{},[246],{"type":34,"value":247},"I agree with it 100%. It's just gonna look different, but the sentiment is absolutely true. We buy based on emotion justified with logic; that's a fact. These are emotional plays, right, and the. But the emotional in B to B isn't reactionary like it is in B to C, that's the difference, right? It's much more of internal politics and not wanting to look bad and wanting to protect your territory, and those sorts of emotional pulls, but yeah, the emotion is 1,000%. I wish B-to-B would focus more on that. I've been trying, Kerry, so hard, and you're dealing with multiple people, that's also the case, right? You're maybe dealing with someone who is the influencer or the practitioner, or the, and then you, the, you know, head of the department, and actually the C-level, whoever. So, right, there are different emotions there and different things that stay there for sure, so it's a little bit more complex, but again, the emotions are the same when you boil them down.",{"type":28,"tag":37,"props":249,"children":250},{},[251],{"type":34,"value":252},"Kerry Guard  10:50  ",{"type":28,"tag":37,"props":254,"children":255},{},[256],{"type":34,"value":257},"Is it in terms of like I think the post was talking more about stop talking about features, yes, and so it's more about are the outcomes? Is it like you saw it looks different in B to C, see it like it, buy it right. You're right, it's more complicated in B2B. So, when you, when, how do you, how do we show up emotionally in that way?",{"type":28,"tag":37,"props":259,"children":260},{},[261],{"type":34,"value":262},"Moni Oloyede  11:14  ",{"type":28,"tag":37,"props":264,"children":265},{},[266],{"type":34,"value":267},"Yes, 1,000% Yes, I, that's a phenomenal question, and it is outcomes, but it's the emotional outcome. So, if they reach the attainable goal, right, if they use your solution and can solve the problem, what does that mean for them in their role? What does that mean for them emotionally? What does that mean for what they can become, do accomplish, right? What is the outcome from the individual's level, and it has to do a lot around in a bb conception about perception, right? There's a lot of in bb, it's we are, it's very risk-averse, right? I'm trying to protect territory, I'm trying not to lose my job, I'm not trying to get yelled at. I don't want to be the spotlight on me. You're trying to protect something in some way, so exactly. So, if you can do that, what does that look like? If I had your solution, that's what you need to focus on from a B2B perspective. I totally agree. Stop focusing on features and functionality; no one cares, and everyone's doing something similar at a base level anyway. ",{"type":28,"tag":37,"props":269,"children":270},{},[271],{"type":34,"value":272},"Kerry Guard  12:25  ",{"type":28,"tag":37,"props":274,"children":275},{},[276],{"type":34,"value":277},"So, well, that was going to be my next question. Actually, how do you not sound like everybody else? Because even if you're talking about the outcomes, all of our customers, you know, if we're in marketing and marketing to marketers, which is probably one of the hardest jobs on the face of the planet, because we all know the ins and outs, right? We're all looking for similar things in terms of those outcomes. I just need the pipeline to happen. I need to not babysit you. I need, I need these things to get off my plate, right? So, everybody's sort of saying those things.",{"type":28,"tag":37,"props":279,"children":280},{},[281],{"type":34,"value":282},"Moni Oloyede  12:55  ",{"type":28,"tag":37,"props":284,"children":285},{},[286],{"type":34,"value":287},"exactly right. So, like, what's my.. The exercise that I take my clients through is what does that look like, so you'll hear a lot about, like, productivity, or you know, success. What does that look like? If you say productivity, you mean what? Great, because that's going to look different for the role, per organization. It's very similar to the exercise I went through with the physical therapist, right? It's coming out like this, but what you really want is to be valued, so even like you're, if you're marketing to marketers and you're marketing an attribution platform, yes, you want to be able to tie things to revenue and be able to show your worth and your value to the organization, but underneath of that is a feeling of I'm doing a lot of things and they keep asking me, what is happening. I need to be able to show them what's going on underneath that is a frustration of I'm doing things, and no one's seeing me, I'm not being seen, which means I'm not being valued. I want to be valued. Same, it's the same conversation. Right, here's how you then become valued and be seen as a rock star in your marketing organization, what? How much more powerful a message would that be, other than, hey, you can tie your webinar campaign attribution, and here's the funnel, little, here's what it looks like. ",{"type":28,"tag":37,"props":289,"children":290},{},[291],{"type":34,"value":292},"Kerry Guard  14:12  ",{"type":28,"tag":37,"props":294,"children":295},{},[296],{"type":34,"value":297},"That's what a pipeline is. Pipeline is table stakes; we all have to deliver. Yeah. Oh my gosh, I love that so much. I think being valued, I think, is in your job, is definitely, I don't say half the battle is probably like the whole thing wanting to be, as my coach calls it, seen, heard, known, and accepted, that's all we want as humans. It's not too much to ask for.",{"type":28,"tag":37,"props":299,"children":300},{},[301],{"type":34,"value":302},"Moni Oloyede  14:35  ",{"type":28,"tag":37,"props":304,"children":305},{},[306],{"type":34,"value":307},"Exactly. And that's across all the B roles, right? That's what I mean, the emotion is the same, you think your CEO doesn't want to be valued, seen, and accepted. He's got a board and a private equity firm breathing down his neck all the time. Same thing, we're all trying to do the same thing.",{"type":28,"tag":37,"props":309,"children":310},{},[311],{"type":34,"value":312},"Kerry Guard  14:51  ",{"type":28,"tag":37,"props":314,"children":315},{},[316],{"type":34,"value":317},"Absolutely, and founders, especially, have you know leaders in general at the top are definitely on the struggle bus in terms of feeling like they have to. Carry the load alone.",{"type":28,"tag":37,"props":319,"children":320},{},[321],{"type":34,"value":322},"Moni Oloyede  15:01  ",{"type":28,"tag":37,"props":324,"children":325},{},[326],{"type":34,"value":327},"so",{"type":28,"tag":37,"props":329,"children":330},{},[331],{"type":34,"value":332},"Kerry Guard  15:02  ",{"type":28,"tag":37,"props":334,"children":335},{},[336],{"type":34,"value":337},"Yeah, no, totally. You have this phrase, I love businesses jump into the middle, they put content out, they figure it out, they build it, people will come, if you build it, they will come. What does starting at the beginning actually look like? I mean, I think we've talked a little bit about this, but really lay it out there for us, like, where, where do you start?",{"type":28,"tag":37,"props":339,"children":340},{},[341],{"type":34,"value":342},"Moni Oloyede  15:22  ",{"type":28,"tag":37,"props":344,"children":345},{},[346],{"type":34,"value":347},"So, a lot of what I call fundamentals, and those are three areas, so it's brand, audience, and messaging. Businesses will do surface work there, check boxes, and then jump straight to building websites and creating content, and trying to get leads. You see, they have it. Yeah, you haven't done the work, especially when I'm talking to, like, startup businesses. Like, listen, AI is cute, but that's not supposed to be your logo, for real. That's supposed to be like a prototype, and you take it to a professional, like, do you stop doing this? But the work hasn't been done, so, like, on a on a brand level, as I said, they'll go have AI create a logo and maybe brand guidelines if I'm really lucky, and they'll check a box and think, yeah, I've done my branding. When really branding is the communication of your business without words, so if you aren't saying anything, does somebody understand, recognize, associate your brand with whatever you want to have come across. Is that happening a lot of times? It's not. You're not consistent. You have, you don't understand the relationship you want to have with your audience. How do you want them to perceive you? You haven't thought about that. You have not done the work around actually conveying what your brand wants to be without words, like the golden arches have a meaning behind them without the words to them, right? The Coca-Cola calligraphy has a meaning behind it. It's very purposeful, what they're trying to convey. You haven't thought about those things, so therefore when someone looks at your brand, they don't associate it with anything, they don't know what they don't know what it is, right? You haven't done that work from an audience standpoint, similar very thing, you've created, you've identified the demographics, but you don't understand the psychology. To our earlier point, what do they really value? What are the emotional pulls there? Right, that work hasn't been done, cultural aspects, there are all types of like deep psychology, consumer psychology work that just doesn't get done right. It's like, oh, I'm going after Fortune 5000 financial companies. Okay, okay, that doesn't really mean anything, gets you nowhere. And then on the messaging side, right, when those two things aren't done. Very verbose language, I call it verbose. It's like, what do these words mean? What are you saying to me? If, like, if we.. if you just give me these, I call them McKinsey words. It's like McKinsey and BGC and Deloitte, and all these Gartners, all these. What does like customer journey orchestration? What does that mean? What are you saying to me? We haven't done that work to break those words out, like very similar again. Another thing that B to C does very well, plain language, right? I'm loving it, you know. Just do it, you have to be super, just don't be complicated. It's very simple to work. So, yeah, they haven't done that deep level of work, they've done the surface level, they check boxes, and then they jump and go try to get leads, quote air quotes, and then wonder why they struggle.",{"type":28,"tag":37,"props":349,"children":350},{},[351],{"type":34,"value":352},"Kerry Guard  18:30  ",{"type":28,"tag":37,"props":354,"children":355},{},[356],{"type":34,"value":357},"Yes, I think I know I said it earlier on, but in case people are just joining us now, I'm going to triple down on it. This work has got to be where everybody starts, even if you join an organization for the first time, and it's enterprise. I just talked, I just talked to my team about this, where we're working with a with a few scale ups and bigger enterprise companies who are now going back to basics of like trying to redefine what their product does and who it truly helps, because in the lead generation of it all, of chasing those leads, we've all lost sight of it, and so now with the rubber meeting the road with how customers are searching using LLMs, what how LLMs work is they look at your website, but then they go and validate that across your digital footprint, right, and if you're not saying something drastically different than everybody else, they're just going to roll you up into a mumbo jumbo of what the general consensus is saying.",{"type":28,"tag":37,"props":359,"children":360},{},[361],{"type":34,"value":362},"Moni Oloyede  19:30  ",{"type":28,"tag":37,"props":364,"children":365},{},[366],{"type":34,"value":367},"correct? ",{"type":28,"tag":37,"props":369,"children":370},{},[371],{"type":34,"value":372},"Kerry Guard  19:32  ",{"type":28,"tag":37,"props":374,"children":375},{},[376],{"type":34,"value":377},"You're not being mentioned, so you have to say something different and meaningful for a problem you solve in a way that nobody else does.",{"type":28,"tag":37,"props":379,"children":380},{},[381],{"type":34,"value":382},"Moni Oloyede  19:40  ",{"type":28,"tag":37,"props":384,"children":385},{},[386],{"type":34,"value":387},"That's correct. That's all. Then that's always been a fundamental principle of marketing, right? Like one of the, you know, main principles, like be first to market, which means you have to be different in a different category, in a different, you know, space than what somebody else is doing, or you're never going to win. You're just going to be chasing the leaders. Good luck with that.",{"type":28,"tag":37,"props":389,"children":390},{},[391],{"type":34,"value":392},"Kerry Guard  19:59  ",{"type":28,"tag":37,"props":394,"children":395},{},[396],{"type":34,"value":397},"Yeah. That's a whole different",{"type":28,"tag":37,"props":399,"children":400},{},[401],{"type":34,"value":402},"Moni Oloyede  20:01  ",{"type":28,"tag":37,"props":404,"children":405},{},[406],{"type":34,"value":407},"Holy, that could",{"type":28,"tag":37,"props":409,"children":410},{},[411],{"type":34,"value":412},"Kerry Guard  20:01  ",{"type":28,"tag":37,"props":414,"children":415},{},[416],{"type":34,"value":417},"Be a whole other show.",{"type":28,"tag":37,"props":419,"children":420},{},[421],{"type":34,"value":422},"Moni Oloyede  20:02  ",{"type":28,"tag":37,"props":424,"children":425},{},[426],{"type":34,"value":427},"Another rabbit hole.",{"type":28,"tag":37,"props":429,"children":430},{},[431],{"type":34,"value":432},"Kerry Guard  20:06  ",{"type":28,"tag":37,"props":434,"children":435},{},[436],{"type":34,"value":437},"So many teams say the same thing. I'm doing a lot, but I don't know what I'm.. What's working. Why do you think that's so universal? And what's the first thing you have them stop doing?",{"type":28,"tag":37,"props":439,"children":440},{},[441],{"type":34,"value":442},"Moni Oloyede  20:17  ",{"type":28,"tag":37,"props":444,"children":445},{},[446],{"type":34,"value":447},"For sure, it is universal. I hear it all the time, and it's universal because there's a lack of understanding. You're nobody's frustrated when they know, so, like, for example, you're in traffic, right, and you're stopped at traffic, you're pissed off because you're not going anywhere, but you realize when you get up to the front, oh, there was a two car accident, and you know, there's an ambulance, like people are hurt. You instantly calm down once you know what's going on, right? If you knew two miles back that there was this big old thing going on, this massive accident, his ambulance, you're not as pissed off, right? Everything comes around to just a level of understanding. You're frustrated because you don't know what is working, you don't know, so that's another reason why I focus on fundamentals, is to answer that question. It's like, if you understood this, if you had a base understanding of consumer psychology and human behavior and communication, you would not be so frustrated. You would know now. All you have to do now that you know is practice and implement. That's a different thing; that's more patience and consistency, and not a lack of understanding, and just doing a bunch of stuff because you see somebody else doing it. So it is very, very true. And that's the crux of my work, to get people to understand this is how this works. This is why it's not working. People aren't responding to you because you're seen as a risk; they don't know your risks are a no-go if you don't know a company, and that's the first time you ever see them, they could be selling you the sun, the moon, and the stars. You're going to say no because you don't know them. I always tell businesses, if somebody's walking down the street and giving away free donuts, are you going to take it? They say no every time. It's like, no, I don't know you. Who are you? What is this? What are you doing right now? You start to question everything perfectly. The donut, nothing wrong with it. You're going to say no. Same thing, you're thinking of all of the risk. You, that's just basic human psychology. If you know that now, you can, you know, try to approach that in a different way. Now I'm going to try to minimize all of the risk. Go find a partner who's not as risky, who people already trust, right? You just need to know, so that's the answer. The question you don't understand, that's why you're frustrated.",{"type":28,"tag":37,"props":449,"children":450},{},[451],{"type":34,"value":452},"Kerry Guard  22:25  ",{"type":28,"tag":37,"props":454,"children":455},{},[456],{"type":34,"value":457},"It's so true, it's just so true. The minute you have an understanding, it's like when you're my husband, and I talk about this all the time, in terms of our fight, like when we have spats or arguments, it comes back from basically just not understanding one another, but when we like ask those deeper questions, we get to the root issue, and we have an understanding. It's like this huge relief of, like, ah, we were saying the same thing just from different places.",{"type":28,"tag":37,"props":459,"children":460},{},[461],{"type":34,"value":462},"Moni Oloyede  22:51  ",{"type":28,"tag":37,"props":464,"children":465},{},[466],{"type":34,"value":467},"1,000,000% ",{"type":28,"tag":37,"props":469,"children":470},{},[471],{"type":34,"value":472},"Kerry Guard  22:53  ",{"type":28,"tag":37,"props":474,"children":475},{},[476],{"type":34,"value":477},"We're actually on the same page.",{"type":28,"tag":37,"props":479,"children":480},{},[481],{"type":34,"value":482},"Moni Oloyede  22:54  ",{"type":28,"tag":37,"props":484,"children":485},{},[486],{"type":34,"value":487},"Exactly. We're saying the same thing, my fiance and I. It's like we're saying the same thing.",{"type":28,"tag":37,"props":489,"children":490},{},[491],{"type":34,"value":492},"Kerry Guard  23:01  ",{"type":28,"tag":37,"props":494,"children":495},{},[496],{"type":34,"value":497},"We're still yelling at each other. ",{"type":28,"tag":37,"props":499,"children":500},{},[501],{"type":34,"value":502},"Moni Oloyede  23:03  ",{"type":28,"tag":37,"props":504,"children":505},{},[506],{"type":34,"value":507},"Why are we arguing?",{"type":28,"tag":37,"props":509,"children":510},{},[511],{"type":34,"value":512},"Kerry Guard  23:06  ",{"type":28,"tag":37,"props":514,"children":515},{},[516],{"type":34,"value":517},"So good? Let's get into it. In terms of word of mouth, and actually putting, you know, helping the rubber meet the road. Here we have you: we go through the fundamentals and understand our audience. Now we've got to get that messaging out there. Word of mouth is your timeless channel. Break down the anatomy for us. What actually makes a brand walkable? How do you engineer something people want to share?",{"type":28,"tag":37,"props":519,"children":520},{},[521],{"type":34,"value":522},"Moni Oloyede  23:30  ",{"type":28,"tag":37,"props":524,"children":525},{},[526],{"type":34,"value":527},"That is a phenomenal question, and the answer is going to be so simple. Yeah, it's one of the hardest things for people to do, which is you have to understand what people want, and we don't do that work that much anymore. This is another reason why that dollar in dollar 20 out mentality is kind of harmful, because it's based on a lot of assumptions, it's not based on actually understanding your audience. We don't do the work I'm seeing; we, as marketers, don't really do the work of, like, market research anymore from a consumer standpoint. What I mean is, we talk to our customers, but they have already bought from us. That's kind of a skewed perspective. We don't talk to the people who are in our target audience who have not bought from us before. What's the real pain point? How do they translate that pain point? How do they talk about it? Because the way that I talk about it, and the way you talk about it, could be totally different, right? Like, what's the emotion under that? What's driving that? What's the real goal? What do you want to do if you could do this? What does that mean? Right, it's the jobs to be done theory, right? It's not really about the drill, it's about the quarter-inch hole. Right, what is that? What are you really trying to accomplish here? And that, if you had that information, I.. It's so that I can work with that; that's powerful. I'm not guessing, I know now. I just need to find the correct phrasing, the correct vehicle, and the correct channels to then deliver that particular vehicle mechanism through. But what I'm saying is, like, it, it could be the product, it could. Be the product plus the service, it could be the service, and then the product on the back end, like that's a packaging issue. We still have to work through those sorts of those sorts of things, but like at least I now know what it is that you truly desire, the emotion driving that desire, and the ultimate outcome that you're looking for. You're looking to be, you could be looking to be seen in a certain light, you want to be a lot of services businesses, right? You're selling a vision that I use, like, give me Tony Robbins, right? Tony Robbins is packaging his book and his plans through actually a vision of who you want to become, like he's actually, that's what he's selling, he knows that, because he talks to his audience a lot. So, if you're selling a service, you're normally selling like an outcome of something, right? If you're selling something practical, that's the quarter-inch hole, right? It's like you're selling an iPhone, or you're selling a tool, or whatever, but you're really selling the ability to do xyz, you're trying to accomplish something, right? You need to, those are the levels that you need to sort of understand and go through, right? If you understood, here are the four drivers of consumer behavior, and here are the four outcomes that they're normally looking for. All right, once I understand what they really want, I'm just matching those things, and then developing my marketing materials, and identifying the channel to then deliver that to them, so it is complicated because you need to understand a lot of things, but it's actually simple. Go ask people what they want and give it to them. It's really the simple thing to do.",{"type":28,"tag":37,"props":529,"children":530},{},[531],{"type":34,"value":532},"Kerry Guard  26:34  ",{"type":28,"tag":37,"props":534,"children":535},{},[536],{"type":34,"value":537},"I find the hardest part is just getting people to even talk to you.",{"type":28,"tag":37,"props":539,"children":540},{},[541],{"type":34,"value":542},"Moni Oloyede  26:37  ",{"type":28,"tag":37,"props":544,"children":545},{},[546],{"type":34,"value":547},"Sure, yeah, because the reason why is that we don't want to be sold to.",{"type":28,"tag":37,"props":549,"children":550},{},[551],{"type":34,"value":552},"Kerry Guard  26:44  ",{"type":28,"tag":37,"props":554,"children":555},{},[556],{"type":34,"value":557},"I know, right?",{"type":28,"tag":37,"props":559,"children":560},{},[561],{"type":34,"value":562},"Moni Oloyede  26:45  ",{"type":28,"tag":37,"props":564,"children":565},{},[566],{"type":34,"value":567},"So, like, then don't sell to them, be genuinely curious and ask questions. People want to talk, they want to share their ideas all day long, they're happy to do that, but they don't want to sit in a pitch call, that's the thing. So, just reframe the conversation, right? It's not a pitch call. You're not going to sell them anything. You're just gonna be gathering information. You're gonna ask them questions. You want to do an interview, you want to do a questionnaire. You just want to pick their brain about something. You want to get their expertise on something. I'm open to having those conversations. I don't want to sit in a pitch call now.",{"type":28,"tag":37,"props":569,"children":570},{},[571],{"type":34,"value":572},"Kerry Guard  27:14  ",{"type":28,"tag":37,"props":574,"children":575},{},[576],{"type":34,"value":577},"Sorry, podcasting is great.",{"type":28,"tag":37,"props":579,"children":580},{},[581],{"type":34,"value":582},"Moni Oloyede  27:16  ",{"type":28,"tag":37,"props":584,"children":585},{},[586],{"type":34,"value":587},"It's fantastic.",{"type":28,"tag":37,"props":589,"children":590},{},[591],{"type":34,"value":592},"Kerry Guard  27:19  ",{"type":28,"tag":37,"props":594,"children":595},{},[596],{"type":34,"value":597},"You said the best way to get your foot in the door, as you're talking right now, is to just have conversations and ask people instead of relying on your own expertise. How do you coach a founder to slow down and actually do that? As founders, we love to talk about ourselves. Now you're telling us not to,",{"type":28,"tag":37,"props":599,"children":600},{},[601],{"type":34,"value":602},"Moni Oloyede  27:34  ",{"type":28,"tag":37,"props":604,"children":605},{},[606],{"type":34,"value":607},"Right? So, for a founder, a lot of founders, the goal is what we call traction. So, this traction is an investment term of like show me that you are actually either on your way to getting customers or you have some plan to routinely get customers. They're looking for traction. The way that you get traction is to understand what your audience really wants, so it's really a here's how you get to the goal, not quickly, but as efficiently as possible. I tell them, and some of them want to, hey, you can go do 20 LinkedIn DMs a day and go put them in your funnel and send them emails and try to get them to have a phone call with you. You can do that and have a 1% to 5% effectiveness rate. Sure, or you can do this longer tail work, which is gather information about them, do some sort of market research process, have these interviews, turn that interview kind of content into an actual marketing message that's effective. That's going to take probably six to eight months to ramp up, and then you'll have a pipeline that you can then set and structure around. If here's where I'm going to go meet them, here's the entry offer, here's the nurture process, and here's the close-of-business process that's going to take you maybe a year to 18 months. It is, but it's going to be way more scalable. You're going to be way more confident in it, and eventually you won't have to chase, or you can do the LinkedIn thing. Good luck, those are your options.",{"type":28,"tag":37,"props":609,"children":610},{},[611],{"type":34,"value":612},"Kerry Guard  29:10  ",{"type":28,"tag":37,"props":614,"children":615},{},[616],{"type":34,"value":617},"Oh man, some of the LinkedIn messages flying around right now that people are like using Claude to automate so much, and it's just so they think they're being, they think they're being so clever like that. We don't know, it's so painful, and poor founders are seeing this, and they're looking for that quick win, and so they're falling into this trap. Please do not fall into this trap of what Claude can automate for you in terms of that human connection. It cannot, cannot facilitate human connection; only you can do that, so spend the time creating that connection, because that is going to be what helps you build a business in the long run.",{"type":28,"tag":37,"props":619,"children":620},{},[621],{"type":34,"value":622},"Moni Oloyede  29:47  ",{"type":28,"tag":37,"props":624,"children":625},{},[626],{"type":34,"value":627},"1,000% yeah. And it's the biggest thing that I tell businesses is this is a hamster wheel you cannot get off of. You may have a couple of percent success, or you may get one meter. In a week or whatever it is, and think if it's your winning as soon as you stop, it's over, versus if you do the word of mouth long tail way, that engine is going to run on its own eventually, right? You eventually do all this exactly.",{"type":28,"tag":37,"props":629,"children":630},{},[631],{"type":34,"value":632},"Kerry Guard  30:12  ",{"type":28,"tag":37,"props":634,"children":635},{},[636],{"type":34,"value":637},"I do a couple of things because SEO is so big right now, and everybody's trying to figure out why their traffic's gone off a cliff, but answer engines are showing up and gobbling all up, all of our traffic. I'm now pulling, I'm doing two things. If this is interesting to anybody, in terms of giving some ideas, I'm using a tool for our industry called Semrush, where I'm pulling down reports around my ideal customers, and I'm doing a really big deep dive on trying to understand how these brands are getting cited or mentioned. I'm really interested more in the mentions than the citations, because we can get you cited all day. It's the mentions that's really hard to figure out, and so then I'm understanding actually who's struggling in the industry, and who could I actually reach out to and understand what's going on, and what they're doing, and where they're on the struggle bus, and see if I can support them. So that's sort of how I'm thinking about this long tail outreach. It's definitely not easy. It's still not, even though I have tools and I have data, and I have all these things, it's still.. it's.. it.. I can maybe get out like three messages a day if I'm",{"type":28,"tag":37,"props":639,"children":640},{},[641],{"type":34,"value":642},"Moni Oloyede  31:23  ",{"type":28,"tag":37,"props":644,"children":645},{},[646],{"type":34,"value":647},"lucky. Yeah, yeah, it's work. I don't... that's just the internet era. The last 20 years make us feel like anything marketing-related should be a quick turnaround, like you should be going viral, you should be in tons of engagement. You should.. That's still a very rare feat, right? It's not... that's not the norm, and I tell people all the time, it's like, be careful using social media as your gauge, because people will see you, they just won't respond. Is that a bad thing? I don't think so. It's like, it's good, they see you, right? How many people have come up to you, like, \" Oh, Kerry, I loved your podcast, and you got like three likes on you, like, but when could you, like, hit the like button? It's like, it happens all the time. People see you, they see you. It's okay, relax, calm down, just be consistent, right? Work on holding that message, build that structure. You can build a pipeline and make, and just understand the mechanisms and the levers, and make it work for you. It can work. You just, people don't have patience anymore. It's like the organic thing, I'm like, how many businesses I've talked to be like, I have a blog, or I have a newsletter, I have this thing, and like, no one responds, and no one does this, no one does that, and I'd be like, How long has it been? They're like three months, and I'm like, that's no time, that's a zero time, that's a no time frame, like a lot of people who have been successful, been doing this for years with an S on it, three years, four years, five years, like you're looking, you're looking at them, they're in state, not their beginning, not their alpha state. Like, stop comparing yourself to people who've been doing this for like 10 years, 15 years, it's not the same.",{"type":28,"tag":37,"props":649,"children":650},{},[651],{"type":34,"value":652},"Kerry Guard  32:50  ",{"type":28,"tag":37,"props":654,"children":655},{},[656],{"type":34,"value":657},"Yeah, you're at the start, they're their way down the road. And I, one of the things you're sort of alluding to, but I sort of want to like tie a bow off with, is that it's a system.",{"type":28,"tag":37,"props":659,"children":660},{},[661],{"type":34,"value":662},"Moni Oloyede  32:59  ",{"type":28,"tag":37,"props":664,"children":665},{},[666],{"type":34,"value":667},"Yes.",{"type":28,"tag":37,"props":669,"children":670},{},[671],{"type":34,"value":672},"Kerry Guard  33:00  ",{"type":28,"tag":37,"props":674,"children":675},{},[676],{"type":34,"value":677},"So the consistency happens when you build a system where you take your messaging pillars of what you understand be the pain of your customer and how you solve it, and you build that into daily, well, I've - we've been, we've been testing with my LinkedIn, we're finding about posting about three times a week is sort of the sweet spot, and it's about, and because my message is really consistent, I don't want to say boring, but it's not like I'm not really saying I'm saying the same thing from a lot of different angles. Yes, yes, so I can't say it every day, right? So three seems to be the sweet spot, and so showing up every, you know, the three times a week on LinkedIn, doing that, I'm then sending out three messages a day. I did my deep research, I tried to understand where the brand is in relation to LLMs, and then I sent out a message, and I said, \"Hey, I saw this in a report, just thought you'd find this interesting. I do 16 to 15 to 30 net new connections a day, like this is a system that you build and then it compounds, right? So I do 15 to 30 connections a day. I see who's net new, I look at it, then build the report, and then I send out the report, and then I'm messaging on LinkedIn, and so that sort of starts to sort of surround that audience, and in that they're probably not going to like the post, but they're probably seeing it, because yes, the messaging is connecting.",{"type":28,"tag":37,"props":679,"children":680},{},[681],{"type":34,"value":682},"Moni Oloyede  34:23  ",{"type":28,"tag":37,"props":684,"children":685},{},[686],{"type":34,"value":687},"Exactly, and that's also how you stop feeling like you're doing a ton of stuff and just not getting anywhere. The system is there for a reason; let it work for you, right? Like, stop, like, oh, I gotta, not, I gotta be on TikTok now, because this is the thing, and I need to be on Snapchat, and I need to be over here, and I need to be over there, and, like, you don't, you do not make sense. I think it's important to find the right channels.",{"type":28,"tag":37,"props":689,"children":690},{},[691],{"type":34,"value":692},"Kerry Guard  34:50  ",{"type":28,"tag":37,"props":694,"children":695},{},[696],{"type":34,"value":697},"Let's talk about that for a second. Yes, in because you know, for me, I know that LinkedIn is right, it's where all of us marketers hang out day in and day out. True, but obviously, if you're not until you work with a ton of different types of clients, how do you help them understand where their customers are and where it makes sense for them to be from a word-of-mouth standpoint?",{"type":28,"tag":37,"props":699,"children":700},{},[701],{"type":34,"value":702},"Moni Oloyede  35:11  ",{"type":28,"tag":37,"props":704,"children":705},{},[706],{"type":34,"value":707},"It depends on what you're selling and the type of content that you like to create. One of the things that I run into in business all the time is that like they find social media hard because they don't like doing it. I don't like talking about myself. I hate being on camera. I hate doing this. I hate doing that. That's gonna eventually come across in your content, and you're not going to be consistent because you don't - you're not going to be consistent doing something you don't like to do. So it's one, what are you selling, but also like, what do you like to do, like, if you like to, I have, I have a couple clients who just like, like, long form, they like to write, they like to write long form content, get yourself a stuff sack, lead, have your LinkedIn lead to the sub stack, that's fine, right, like some people love doing video, they love it. Okay, then you can do like Instagram, and then have that lead to your YouTube, you know? Like, you can again, it's systems, you can connect these things together and make them work for you. It's just, what do you enjoy doing? And I think the other thing is just understanding that they have to understand the audience, too. There is a huge piece of that, as far as how the audience consumes information, that long-form content can work. It's just you have to find the right channel, the right medium to make that work for you. Where is an audience that likes to sit and read long-form content? It's not going to be on TikTok, pumpkin, those things don't work go together, right? So it's that kind of thing, too, as well. Like, where is the audience that likes to consume the kind of content that you like to create?",{"type":28,"tag":37,"props":709,"children":710},{},[711],{"type":34,"value":712},"Kerry Guard  36:49  ",{"type":28,"tag":37,"props":714,"children":715},{},[716],{"type":34,"value":717},"In this report that I'm pulling together, across, I'm looking mostly at cybersecurity companies right now, and one of the categories, AppSec, is really geared towards developers, and one of the things that popped in my research, which was really interesting, is that for developers, GitHub was like one of the top five resources that were being cited, right? So it also connects to the LLMs that way, so if you're in a place where your audience is consuming this information and you're creating conversation around topics in terms of the problems you solve, and you're building that community that's going to then feed that LLM information as well, so it all ties together, and it's one big customer journey. I like to talk about it in terms of Ticket to Ride. I don't know if you're a board gamer, Ani.",{"type":28,"tag":37,"props":719,"children":720},{},[721],{"type":34,"value":722},"Speaker 1  37:40  ",{"type":28,"tag":37,"props":724,"children":725},{},[726],{"type":34,"value":727},"I'm not sorry.",{"type":28,"tag":37,"props":729,"children":730},{},[731],{"type":34,"value":732},"Kerry Guard  37:42  ",{"type":28,"tag":37,"props":734,"children":735},{},[736],{"type":34,"value":737},"That's okay. That's okay. It's like a train system, or even a subway system, where each destination is part of the customer journey, and then you're building the train tracks and the systems that connect those journeys, so that the customer can decide where they get on and where they get off, and it's their journey to ride, and we're, we're helping, but we have to create the connected systems between those customer journeys to bring them along where they are, so.",{"type":28,"tag":37,"props":739,"children":740},{},[741],{"type":34,"value":742},"Moni Oloyede  38:07  ",{"type":28,"tag":37,"props":744,"children":745},{},[746],{"type":34,"value":747},"Absolutely, absolutely, and you see this too, feeds 1,000% and you'll see this with a big creator will have a big following on one platform and not on another, you see it all the time, it's like they're big on YouTube, but they're not, doesn't have a massive following on instagram, or they're big on LinkedIn, but they don't have a massive following on this other thing, and that's okay, that is all right, right, like find your what I call like your stake in the ground, exactly, just find that place, and then build around that, that's fine.",{"type":28,"tag":37,"props":749,"children":750},{},[751],{"type":34,"value":752},"Kerry Guard  38:36  ",{"type":28,"tag":37,"props":754,"children":755},{},[756],{"type":34,"value":757},"That's absolutely fine, and you can, again, be where your customers are. Another really great channel for citations is YouTube, so if you do like creating videos, and that's something you love to do, being on YouTube and creating an audience there is actually low-hanging fruit. If you, if it's something you can consistently do on a regular basis, because you can build up an audience, you can build up connections, you there's conversation that's happening, and then again that feeds the LLMs, which is what we all need to be on a mission to do right now.",{"type":28,"tag":37,"props":759,"children":760},{},[761],{"type":34,"value":762},"Moni Oloyede  39:06  ",{"type":28,"tag":37,"props":764,"children":765},{},[766],{"type":34,"value":767},"Exactly.",{"type":28,"tag":37,"props":769,"children":770},{},[771],{"type":34,"value":772},"Kerry Guard  39:07  ",{"type":28,"tag":37,"props":774,"children":775},{},[776],{"type":34,"value":777},"Oh my gosh, we answered so many of these questions naturally. So fun for the marketing leaders listening to those who think they've got messaging and positioning locked. What's your gut check? How do they know it still fits the market today, and not the market from 10 years ago? ",{"type":28,"tag":37,"props":779,"children":780},{},[781],{"type":34,"value":782},"Moni Oloyede  39:24  ",{"type":28,"tag":37,"props":784,"children":785},{},[786],{"type":34,"value":787},"Oh, as simple as a litmus test, if you are talking to people who don't, are not in your market category, or don't know what you do, and they're confused by how you talk about your business, your messaging isn't locked. Period. Um, that, that's my litmus test, always. You know, I've always been in companies, I've worked in cyber, SAS, and tech, and stuff like that, and like trying to explain to my family what my company did, painful, the messaging wasn't good, right? Can it be translated into layman's terms? ",{"type":28,"tag":37,"props":789,"children":790},{},[791],{"type":34,"value":792},"Kerry Guard  39:58  ",{"type":28,"tag":37,"props":794,"children":795},{},[796],{"type":34,"value":797},"I always take lessons from my husband when he sits at the. Table and talks to our 10 year old about the databases he works on, and as he simplifies it, and simplifies it, and simplifies it, because he just sees the blank stare on their faces, like, okay, let me simplify it again, let me simplify it again, and then they have that aha moment of, oh, I see how that connects, so yeah.",{"type":28,"tag":37,"props":799,"children":800},{},[801],{"type":34,"value":802},"Moni Oloyede  40:17  ",{"type":28,"tag":37,"props":804,"children":805},{},[806],{"type":34,"value":807},"Yeah, a lot of comfort.",{"type":28,"tag":37,"props":809,"children":810},{},[811],{"type":34,"value":812},"Kerry Guard  40:19  ",{"type":28,"tag":37,"props":814,"children":815},{},[816],{"type":34,"value":817},"A 10 - year old.",{"type":28,"tag":37,"props":819,"children":820},{},[821],{"type":34,"value":822},"Moni Oloyede  40:20  ",{"type":28,"tag":37,"props":824,"children":825},{},[826],{"type":34,"value":827},"That's come on, that's the oh man, I wish I could do a focus group with 10-year-olds and do a messaging exercise, my dream.",{"type":28,"tag":37,"props":829,"children":830},{},[831],{"type":34,"value":832},"Kerry Guard  40:29  ",{"type":28,"tag":37,"props":834,"children":835},{},[836],{"type":34,"value":837},"Make amazing videos.",{"type":28,"tag":37,"props":839,"children":840},{},[841],{"type":34,"value":842},"Moni Oloyede  40:30  ",{"type":28,"tag":37,"props":844,"children":845},{},[846],{"type":34,"value":847},"Oh, so good, but a lot of businesses, especially in b, they chase the industry, right, they chase the gardener or the forester or whoever is the kind of leading industry voice in their market to be the indicator of what the audience really wants, and it's really not. They understand from a corporate standpoint, right, but that's not from a messaging standpoint. Please stop chasing them. The people are, these companies are afraid to be simple, and that's the best route for you. I always say, like, the way that the easiest way to be different is to put some slang, some colloquialisms, some cultural references into your marketing. I guarantee you, it's going to get attention, and it's the easiest way to simplify, because it's something that some people, but people will know. So, if you want to live dangerously, do that. But again, a lot of companies are scaredy cats; they don't want to stand out.",{"type":28,"tag":37,"props":849,"children":850},{},[851],{"type":34,"value":852},"Kerry Guard  41:19  ",{"type":28,"tag":37,"props":854,"children":855},{},[856],{"type":34,"value":857},"I love throwing in a good 90s reference, my go-to. Not everyone listening is the boss.",{"type":28,"tag":37,"props":859,"children":860},{},[861],{"type":34,"value":862},"Kerry Guard  41:29  ",{"type":28,"tag":37,"props":864,"children":865},{},[866],{"type":34,"value":867},"How do you influence strategy and lead from behind when you don't have the final call?",{"type":28,"tag":37,"props":869,"children":870},{},[871],{"type":34,"value":872},"Moni Oloyede  41:35  ",{"type":28,"tag":37,"props":874,"children":875},{},[876],{"type":34,"value":877},"Yeah, it's a good one. I'm going to tell you up front, it's, it's hard, but the, again, the answer is simple, yet it's difficult to do for a lot of people, and you have to understand the business. I cannot tell you how many kinds of marketers I speak to when I really kind of get in there, they don't really understand the business, they have a surface-level understanding what their business does, and they know they need to attach what they do to revenue, but beyond that, they don't really understand. So, I would - my first advice to them is to always go ask a C-level leader how your company makes money, because I guarantee you, they're not going to say, \"Oh, we just sell blah blah blah. Right, there are other models, mechanisms at play of how this business makes money that is tied to the structure of that business, or, aka, the business model. So, SAS is just one, but there are different types of SAS structures. There is a channel; there are wholesome distributors; there are a bunch of ways businesses are structured that help them make money, and you need to understand that. And then, if you understand that, then you will understand the business outcomes, or the ones that are important to your executive leadership and your board, and then you can start having conversations tying what it is you do to marketing to that, because that's ultimately what they're looking for. So, long answer, short is under, you gotta understand your business better.",{"type":28,"tag":37,"props":879,"children":880},{},[881],{"type":34,"value":882},"Kerry Guard  42:55  ",{"type":28,"tag":37,"props":884,"children":885},{},[886],{"type":34,"value":887},"I love that. How do you go? Ask your C-suite, \" How do we make money? Because there are so many different ways, so many different ways. Absolutely. Oh my gosh, money. I could talk to you all day. I am so grateful for this conversation. People want to know more, especially around trying to figure out their own positioning and messaging and the fundamentals. Where can they find you?",{"type":28,"tag":37,"props":889,"children":890},{},[891],{"type":34,"value":892},"Moni Oloyede  43:16  ",{"type":28,"tag":37,"props":894,"children":895},{},[896],{"type":34,"value":897},"So it's my name on all channels. Thank God, my name is unique enough where it's never taken. So, LinkedIn is my kind of primary house. It's where I kind of post the most business stuff, but I'm growing my Instagram too as well. My business Instagram is M O underscore M A R T E C H Mo Martech. Follow me there. I'm doing more of a sort of practical advice. Here's exactly how to do this sort of stuff over there. So, LinkedIn and Instagram are two channels you can follow me on.",{"type":28,"tag":37,"props":899,"children":900},{},[901],{"type":34,"value":902},"Kerry Guard  43:46  ",{"type":28,"tag":37,"props":904,"children":905},{},[906],{"type":34,"value":907},"Do it, go follow her right now. Her content is amazing. That's how I found her, and that's how I was like, \"Hey, over here. So, definitely go check it out. Mai, this was every bit as good as I knew it would be. Thank you for coming and sharing it so generously. As she mentioned, where you can find her, please go connect with her and bring her into your world. If you're in those early days, building from the ground up, if there's one thing to take with you, you're not going to escape the work. Small businesses are usually doing plenty of it. It's just the wrong work or the right work too fast. So slow down, do the fundamentals first. Slow is smooth, and smooth is fast. This episode was brought to you by MKG Marketing, the digital marketing agency that helps B2B tech and cybersecurity companies build the foundation first. So visibility compounds into trust and trust into pipeline. If you're tired of shouting into the void, that's the work we do. Thanks for being here. We'll catch you next Thursday as you work.",{"title":7,"searchDepth":909,"depth":909,"links":910},2,[911,912],{"id":31,"depth":909,"text":35},{"id":44,"depth":909,"text":47},"markdown","content:podcasts:marketing-leaders:marketing-fundamentals-first-why-most-growth-problems-start-earlier-than-you-think.md","content","podcasts/marketing-leaders/marketing-fundamentals-first-why-most-growth-problems-start-earlier-than-you-think.md","podcasts/marketing-leaders/marketing-fundamentals-first-why-most-growth-problems-start-earlier-than-you-think","md",[920,1368,1769,2134,2534],{"_path":921,"_dir":922,"_draft":6,"_partial":6,"_locale":7,"title":923,"description":924,"date":925,"img":926,"imgAlt":927,"body":928,"_type":913,"_id":1364,"_source":915,"_file":1365,"_stem":1366,"_extension":918,"category":922,"minutes":1367},"/blog/seo/stop-writing-content-at-midnight-and-how-to-scale-past-yourself","seo","Stop Writing Content at Midnight (and How to Scale Past Yourself)","The Series B playbook for breaking the founder bottleneck, killing random acts of marketing, and scaling the pipeline.","2026-07-29T18:07:00.000Z","https://assets.mkgmarketinginc.com/12e04d67-1482-4534-a48a-30010c97f41c-stop-writing-content-at-midnight-hero-image.webp","Stop Writing content at midnight",{"type":25,"children":929,"toc":1358},[930,935,940,953,958,970,978,984,989,994,999,1004,1039,1044,1050,1055,1067,1086,1093,1109,1114,1119,1124,1142,1147,1162,1167,1172,1177,1184,1190,1203,1222,1327,1332,1338,1343,1348,1353],{"type":28,"tag":37,"props":931,"children":932},{},[933],{"type":34,"value":934},"You are sitting at your desk, and it is 12:42 AM. The rest of your house is completely dark. The only illumination comes from the harsh blue glow of your laptop screen, where a half-finished LinkedIn post and a messy content brief are staring back at you. Your eyes are bloodshot, your third cup of coffee from earlier today has long since turned into a hollow pit in your stomach, and you are trying to remember how you ended up here.",{"type":28,"tag":37,"props":936,"children":937},{},[938],{"type":34,"value":939},"You are a Series B founder. You have raised millions of dollars. You have a product that customers love, an engineering team shipping code daily, and a board that expects you to double ARR over the next twelve months. Yet, instead of steering the ship, setting strategic partnerships, or closing enterprise deals, you are spending your midnights editing paragraphs, fixing broken formatting, and playing the role of a junior copywriter.",{"type":28,"tag":37,"props":941,"children":942},{},[943,945,951],{"type":34,"value":944},"This is the reality of the ",{"type":28,"tag":946,"props":947,"children":948},"strong",{},[949],{"type":34,"value":950},"founder bottleneck",{"type":34,"value":952},", and it’s a desert where you cannot function.",{"type":28,"tag":37,"props":954,"children":955},{},[956],{"type":34,"value":957},"Every single week, you are losing 15 to 20 hours to pure marketing chaos. You are acting as the human router between a disjointed network of freelancers: a writer who doesn’t understand your technical product, an SEO specialist who just dumps keyword spreadsheets into your inbox, and a graphic designer who takes four days to fix a font color. You are trapped in an exhausting cycle of constant review, micro-management, and point-solution firefighting, all to combat a terrifying trend: your organic traffic is dropping, and your pipeline is flattening out.",{"type":28,"tag":37,"props":959,"children":960},{},[961,963,968],{"type":34,"value":962},"You didn't build a high-growth SaaS company to become a stressed-out project manager for outsourced contractors. It’s time to stop committing ",{"type":28,"tag":946,"props":964,"children":965},{},[966],{"type":34,"value":967},"random acts of marketing (RAM)",{"type":34,"value":969}," at midnight and build a growth engine that runs entirely without you.",{"type":28,"tag":37,"props":971,"children":972},{},[973],{"type":28,"tag":974,"props":975,"children":977},"img",{"alt":7,"src":976},"https://assets.mkgmarketinginc.com/45d6c10a-63c3-4a08-8b3d-bb83d71944c2-stop-writing-content-at-midnight-image-1.png",[],{"type":28,"tag":29,"props":979,"children":981},{"id":980},"the-chaos-trap-why-point-solutions-are-killing-your-growth",[982],{"type":34,"value":983},"The Chaos Trap: Why Point-Solutions Are Killing Your Growth",{"type":28,"tag":37,"props":985,"children":986},{},[987],{"type":34,"value":988},"When you first raised your Series B round, the mandate was simple: scale the pipeline. To achieve that, you likely followed the traditional digital marketing playbook. You hired a few niche freelancers, brought on a boutique agency for paid ads, and tasked yourself with overseeing the output.",{"type":28,"tag":37,"props":990,"children":991},{},[992],{"type":34,"value":993},"It seemed efficient on paper. In practice, it created a highly fragmented system that demands your constant attention to survive. Niche agencies and freelancers operate in isolation; your SEO vendor doesn't talk to your content writer, and your content writer has no idea what your paid media team is testing.",{"type":28,"tag":37,"props":995,"children":996},{},[997],{"type":34,"value":998},"Because there is no unified strategy or shared operational framework, the responsibility of connecting the dots falls entirely on your shoulders. You become the central node. Nothing moves unless you review it, approve it, or fix it.",{"type":28,"tag":37,"props":1000,"children":1001},{},[1002],{"type":34,"value":1003},"This fragmentation results in three critical failure points for a Series B organization:",{"type":28,"tag":1005,"props":1006,"children":1007},"ul",{},[1008,1019,1029],{"type":28,"tag":1009,"props":1010,"children":1011},"li",{},[1012,1017],{"type":28,"tag":946,"props":1013,"children":1014},{},[1015],{"type":34,"value":1016},"The Velocity Crisis:",{"type":34,"value":1018}," Because you are managing independent contractors, a single piece of content takes three weeks to move from ideation to publication. By the time it goes live, the market window has shifted.",{"type":28,"tag":1009,"props":1020,"children":1021},{},[1022,1027],{"type":28,"tag":946,"props":1023,"children":1024},{},[1025],{"type":34,"value":1026},"Vanity Metric Overload:",{"type":34,"value":1028}," Your point-solution vendors will always defend their specific silo. The SEO agency points to rising impressions, the copywriter points to word count, but neither can tell you how many qualified opportunities entered your CRM this month.",{"type":28,"tag":1009,"props":1030,"children":1031},{},[1032,1037],{"type":28,"tag":946,"props":1033,"children":1034},{},[1035],{"type":34,"value":1036},"Strategic Disconnect:",{"type":34,"value":1038}," Freelancers write for search engine algorithms or generic audiences—they do not write for your buyers. Without deep product context, the content feels shallow, failing to capture the strategic narrative required to win enterprise deals.",{"type":28,"tag":37,"props":1040,"children":1041},{},[1042],{"type":34,"value":1043},"This operational drag represents a massive hidden cost. When you spend 20 hours a week acting as a tactical traffic cop, you are not doing the high-leverage work that your board actually measured you on. You are sacrificing strategic growth to keep a broken execution model on life support.",{"type":28,"tag":29,"props":1045,"children":1047},{"id":1046},"moving-beyond-chaos-to-a-systemized-pipeline",[1048],{"type":34,"value":1049},"Moving Beyond Chaos to a Systemized Pipeline",{"type":28,"tag":37,"props":1051,"children":1052},{},[1053],{"type":34,"value":1054},"To break free from this operational quicksand, your organization must transition away from disjointed point-solutions and embrace a unified framework. You do not need more freelancers to manage; you need an integrated execution model that converts your strategic vision into a pipeline without demanding your personal time.",{"type":28,"tag":37,"props":1056,"children":1057},{},[1058,1060,1065],{"type":34,"value":1059},"This is where the shift to a ",{"type":28,"tag":946,"props":1061,"children":1062},{},[1063],{"type":34,"value":1064},"systemized pipeline",{"type":34,"value":1066}," occurs. Instead of treating marketing as a series of isolated creative projects, it must be run as an integrated product engine.",{"type":28,"tag":37,"props":1068,"children":1069},{},[1070,1072,1077,1079,1084],{"type":34,"value":1071},"A systemized growth engine relies on two foundational pillars: ",{"type":28,"tag":946,"props":1073,"children":1074},{},[1075],{"type":34,"value":1076},"operational control",{"type":34,"value":1078}," and ",{"type":28,"tag":946,"props":1080,"children":1081},{},[1082],{"type":34,"value":1083},"financial predictability",{"type":34,"value":1085},". When these two elements are integrated into your growth strategy, the need for midnight editing vanishes.",{"type":28,"tag":37,"props":1087,"children":1088},{},[1089],{"type":28,"tag":974,"props":1090,"children":1092},{"alt":7,"src":1091},"https://assets.mkgmarketinginc.com/119a49bb-e39d-4d4f-a6d0-983ddb424358-stop-writing-content-at-midnight-image-2.png",[],{"type":28,"tag":1005,"props":1094,"children":1095},{},[1096],{"type":28,"tag":1009,"props":1097,"children":1098},{},[1099],{"type":28,"tag":1100,"props":1101,"children":1103},"h3",{"id":1102},"achieving-true-operational-control",[1104],{"type":28,"tag":946,"props":1105,"children":1106},{},[1107],{"type":34,"value":1108},"Achieving True Operational Control",{"type":28,"tag":37,"props":1110,"children":1111},{},[1112],{"type":34,"value":1113},"The primary reason founders get pulled into tactical execution is a lack of visibility. When marketing operates inside a black box of messy email threads, scattered Slack channels, and fragmented Google Docs, you naturally micro-manage because you cannot see what is happening until it is either late or broken.",{"type":28,"tag":37,"props":1115,"children":1116},{},[1117],{"type":34,"value":1118},"True operational control means replacing communication chaos with absolute transparency. By consolidating all marketing execution into a single, centralized platform—such as fully optimized Asana sprint boards—you gain immediate clarity.",{"type":28,"tag":37,"props":1120,"children":1121},{},[1122],{"type":34,"value":1123},"At any moment, you can look at a single dashboard and see exactly:",{"type":28,"tag":1005,"props":1125,"children":1126},{},[1127,1132,1137],{"type":28,"tag":1009,"props":1128,"children":1129},{},[1130],{"type":34,"value":1131},"What strategic initiatives are currently in production.",{"type":28,"tag":1009,"props":1133,"children":1134},{},[1135],{"type":34,"value":1136},"Who owns the next step of execution (design, copy, technical implementation).",{"type":28,"tag":1009,"props":1138,"children":1139},{},[1140],{"type":34,"value":1141},"The precise launch date for every campaign, asset, and distribution channel.",{"type":28,"tag":37,"props":1143,"children":1144},{},[1145],{"type":34,"value":1146},"When production workflows are systematized, you no longer need to check in on people. You don't have to send \"Is this ready yet?\" Slack messages at 10:00 PM. The system provides the visibility, allowing you to step out of the project manager role and step back into the visionary role.",{"type":28,"tag":1005,"props":1148,"children":1149},{},[1150],{"type":28,"tag":1009,"props":1151,"children":1152},{},[1153],{"type":28,"tag":1100,"props":1154,"children":1156},{"id":1155},"eliminating-fees-with-transparent-published-pricing",[1157],{"type":28,"tag":946,"props":1158,"children":1159},{},[1160],{"type":34,"value":1161},"Eliminating Fees With Transparent, Published Pricing",{"type":28,"tag":37,"props":1163,"children":1164},{},[1165],{"type":34,"value":1166},"The second major friction point in scaling a marketing engine is financial unpredictability. Traditional agency models are intentionally opaque. They hide behind complex retainers, unpredictable hourly billing, and sudden scope-change fees that require constant negotiation.",{"type":28,"tag":37,"props":1168,"children":1169},{},[1170],{"type":34,"value":1171},"Every time you want to pivot strategy, launch a new experiment, or spin up an extra campaign, you are forced to review a new statement of work (SOW) or argue over out-of-scope costs. This introduces massive procurement delays and wastes precious executive energy.",{"type":28,"tag":37,"props":1173,"children":1174},{},[1175],{"type":34,"value":1176},"A modern growth engine eliminates this friction through fully transparent, published pricing models. When your execution partner operates on flat, predictable rates with clearly defined monthly deliverables, budgeting becomes simple. You know exactly what you are spending, precisely what you are getting, and you never have to waste time auditing a confusing invoice from an agency partner.",{"type":28,"tag":37,"props":1178,"children":1179},{},[1180],{"type":28,"tag":974,"props":1181,"children":1183},{"alt":7,"src":1182},"https://assets.mkgmarketinginc.com/4ecef925-47b0-4868-996d-e40f7f3d2f79-stop-writing-content-at-midnight-image-3.png",[],{"type":28,"tag":29,"props":1185,"children":1187},{"id":1186},"the-execution-playbook-shifting-from-thinker-to-reviewer",[1188],{"type":34,"value":1189},"The Execution Playbook: Shifting From Thinker to Reviewer",{"type":28,"tag":37,"props":1191,"children":1192},{},[1193,1195,1201],{"type":34,"value":1194},"Building a self-running growth engine does not mean you abandon marketing entirely. Your strategic insights as a founder are incredibly valuable; you understand the market, the product, and the customer better than anyone else. The goal is to change ",{"type":28,"tag":1196,"props":1197,"children":1198},"em",{},[1199],{"type":34,"value":1200},"how",{"type":34,"value":1202}," your insights are extracted and executed.",{"type":28,"tag":37,"props":1204,"children":1205},{},[1206,1208,1213,1215,1220],{"type":34,"value":1207},"You must transition from being the ",{"type":28,"tag":946,"props":1209,"children":1210},{},[1211],{"type":34,"value":1212},"primary creator",{"type":34,"value":1214}," to the ",{"type":28,"tag":946,"props":1216,"children":1217},{},[1218],{"type":34,"value":1219},"strategic reviewer",{"type":34,"value":1221},". Here is how an integrated execution model restructures your workflow to give you your time back:",{"type":28,"tag":1223,"props":1224,"children":1225},"table",{},[1226,1250],{"type":28,"tag":1227,"props":1228,"children":1229},"thead",{},[1230],{"type":28,"tag":1231,"props":1232,"children":1233},"tr",{},[1234,1240,1245],{"type":28,"tag":1235,"props":1236,"children":1237},"th",{},[1238],{"type":34,"value":1239},"Workflow Phase",{"type":28,"tag":1235,"props":1241,"children":1242},{},[1243],{"type":34,"value":1244},"The Legacy Way (Founder as Creator)",{"type":28,"tag":1235,"props":1246,"children":1247},{},[1248],{"type":34,"value":1249},"The Systemized Way (Founder as Reviewer)",{"type":28,"tag":1251,"props":1252,"children":1253},"tbody",{},[1254,1273,1291,1309],{"type":28,"tag":1231,"props":1255,"children":1256},{},[1257,1263,1268],{"type":28,"tag":1258,"props":1259,"children":1260},"td",{},[1261],{"type":34,"value":1262},"Ideation & Strategy",{"type":28,"tag":1258,"props":1264,"children":1265},{},[1266],{"type":34,"value":1267},"Founder spends hours researching keywords and drafting outlines from scratch.",{"type":28,"tag":1258,"props":1269,"children":1270},{},[1271],{"type":34,"value":1272},"Founder records a 10-minute Loom brief outlining core strategic concepts.",{"type":28,"tag":1231,"props":1274,"children":1275},{},[1276,1281,1286],{"type":28,"tag":1258,"props":1277,"children":1278},{},[1279],{"type":34,"value":1280},"Production & Layout",{"type":28,"tag":1258,"props":1282,"children":1283},{},[1284],{"type":34,"value":1285},"Founder routes drafts between isolated freelance writers and graphic designers.",{"type":28,"tag":1258,"props":1287,"children":1288},{},[1289],{"type":34,"value":1290},"Integrated partner handles research, writing, design, and technical setup natively.",{"type":28,"tag":1231,"props":1292,"children":1293},{},[1294,1299,1304],{"type":28,"tag":1258,"props":1295,"children":1296},{},[1297],{"type":34,"value":1298},"Quality Control",{"type":28,"tag":1258,"props":1300,"children":1301},{},[1302],{"type":34,"value":1303},"Founder spends midnights rewriting poor copy and fixing formatting errors.",{"type":28,"tag":1258,"props":1305,"children":1306},{},[1307],{"type":34,"value":1308},"Founder reviews a polished, near-final asset inside an Asana sprint board for approval.",{"type":28,"tag":1231,"props":1310,"children":1311},{},[1312,1317,1322],{"type":28,"tag":1258,"props":1313,"children":1314},{},[1315],{"type":34,"value":1316},"Analytics & Reporting",{"type":28,"tag":1258,"props":1318,"children":1319},{},[1320],{"type":34,"value":1321},"Founder logs into multiple dashboards trying to connect traffic to revenue.",{"type":28,"tag":1258,"props":1323,"children":1324},{},[1325],{"type":34,"value":1326},"Integrated partner delivers a single dashboard showing direct pipeline velocity impact.",{"type":28,"tag":37,"props":1328,"children":1329},{},[1330],{"type":34,"value":1331},"By shifting your input to the very beginning of the loop (sharing your unique domain expertise) and the very end of the loop (final sign-off), you cut your time investment down from 20 hours a week to less than two. The entire middle phase, the heavy lifting of research, drafting, designing, and optimizing, is handled by an integrated execution system designed to scale.",{"type":28,"tag":29,"props":1333,"children":1335},{"id":1334},"reclaiming-your-executive-leverage",[1336],{"type":34,"value":1337},"Reclaiming Your Executive Leverage",{"type":28,"tag":37,"props":1339,"children":1340},{},[1341],{"type":34,"value":1342},"Every hour you spend editing a blog post, tweaking a landing page headline, or tracking down an unresponsive freelancer is an hour stolen from the strategic growth of your company.",{"type":28,"tag":37,"props":1344,"children":1345},{},[1346],{"type":34,"value":1347},"At the Series B stage, your board is not evaluating your performance based on how many articles you published or how many keyword metrics went up. They are looking at capital efficiency, scalable customer acquisition, and ARR growth.",{"type":28,"tag":37,"props":1349,"children":1350},{},[1351],{"type":34,"value":1352},"When you break the founder bottleneck and replace random acts of marketing with a systematized pipeline, you aren't just cleaning up your marketing operations. You are reclaiming your executive leverage. You are giving yourself the operational freedom to focus on fundraising, culture, enterprise sales, and product innovation, the high-leverage work that actually moves the valuation needle.",{"type":28,"tag":37,"props":1354,"children":1355},{},[1356],{"type":34,"value":1357},"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":909,"depth":909,"links":1359},[1360,1361,1362,1363],{"id":980,"depth":909,"text":983},{"id":1046,"depth":909,"text":1049},{"id":1186,"depth":909,"text":1189},{"id":1334,"depth":909,"text":1337},"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":1369,"_dir":922,"_draft":6,"_partial":6,"_locale":7,"title":1370,"description":1371,"date":1372,"img":1373,"imgAlt":1374,"body":1375,"_type":913,"_id":1765,"_source":915,"_file":1766,"_stem":1767,"_extension":918,"category":922,"minutes":1768},"/blog/seo/beyond-last-click-the-board-ready-svo-dashboard","Beyond Last-Click - The Board-Ready SVO Dashboard","When search engines stop sending traffic, your pipeline reporting must evolve to measure true market influence.","2026-07-15T16:22:26.797Z","https://assets.mkgmarketinginc.com/59ea0764-d440-4526-95b2-ebad4d4b1e78-mkg-blog-beyond-last-click-hero-image.webp","Beyond Last-Click ",{"type":25,"children":1376,"toc":1751},[1377,1382,1387,1392,1397,1402,1408,1413,1419,1424,1429,1434,1441,1447,1466,1471,1570,1576,1588,1593,1599,1604,1616,1623,1629,1634,1653,1659,1664,1669,1675,1680,1688,1700,1723,1728,1735,1741,1746],{"type":28,"tag":37,"props":1378,"children":1379},{},[1380],{"type":34,"value":1381},"Your board meeting is just two weeks away. The calendar invite is glaring back at you, and the agenda leaves no room to hide: defend your post-Series B marketing investment, prove incremental pipeline ROI over the next two quarters, and confirm that your current customer acquisition cost (CAC) trajectory is sustainable.",{"type":28,"tag":37,"props":1383,"children":1384},{},[1385],{"type":34,"value":1386},"To get ready, you open your go-to web analytics platform. You expect to see the usual straight line between search rankings, site clicks, and inbound demo requests. Instead, you’re confronted with a disturbing trend.",{"type":28,"tag":37,"props":1388,"children":1389},{},[1390],{"type":34,"value":1391},"Your top-of-funnel SEO platform insists you’re winning. Your priority keywords are ranking better than ever. Yet your site’s organic referral traffic is steadily declining week over week. Buyers are searching for the exact problems your SaaS product solves, but they’re getting complete, synthesized answers directly on the search results page. They scan AI-generated summaries, get what they need, and move on, without ever clicking a single link to your site.",{"type":28,"tag":37,"props":1393,"children":1394},{},[1395],{"type":34,"value":1396},"You’re stuck in a measurement crisis. The attribution models digital marketers have depended on for more than twenty years, last-click tracking, multi-touch UTM parameters, and cookie-based sessions, are collapsing. When buyers research inside conversational interfaces, they eventually appear in your funnel as “Direct” traffic or self-reported “word of mouth,” often weeks after their true first touch.",{"type":28,"tag":37,"props":1398,"children":1399},{},[1400],{"type":34,"value":1401},"Walk into the boardroom armed only with legacy traffic reports, trying to rationalize why stellar rankings coincide with shrinking website visits, and you’ll look like a marketer clinging to vanity metrics. To defend your budget and assert clear strategic authority, you need to adopt a modern measurement framework, one that captures how your brand builds influence without clicks and translates that influence into an airtight financial business case for your Chief Financial Officer (CFO).",{"type":28,"tag":29,"props":1403,"children":1405},{"id":1404},"the-core-deficit-how-generative-engines-break-the-click-based-funnel",[1406],{"type":34,"value":1407},"The Core Deficit: How Generative Engines Break the Click-Based Funnel",{"type":28,"tag":37,"props":1409,"children":1410},{},[1411],{"type":34,"value":1412},"The structural breakdown in marketing measurement is a direct consequence of how search engines have redesigned their user experience. Large language models and AI search applications have introduced a friction-free research layer between your brand’s content and your prospects.",{"type":28,"tag":29,"props":1414,"children":1416},{"id":1415},"the-interception-of-educational-search",[1417],{"type":34,"value":1418},"The Interception of Educational Search",{"type":28,"tag":37,"props":1420,"children":1421},{},[1422],{"type":34,"value":1423},"Under the legacy search model, informational queries served as highly profitable entry points for software platforms. When a buyer searched for a framework, such as \"how to design a B2B sales commission plan\" or \"enterprise API rate-limiting best practices,\" they were directed to an optimized blog post. That visit placed a tracking cookie, fired a retargeting pixel, and kicked off a measurable lead-nurturing journey.",{"type":28,"tag":37,"props":1425,"children":1426},{},[1427],{"type":34,"value":1428},"Today, those same queries are resolved instantly within the search environment itself. The user’s intent is fully satisfied by an AI Overview, a Perplexity-style summary, or a ChatGPT conversation. Because they get the insight they need without ever reaching your site, this structural shift has created an Informational Query Collapse.",{"type":28,"tag":37,"props":1430,"children":1431},{},[1432],{"type":34,"value":1433},"For modern marketers, the implication is clear: your top-of-funnel content is still training the models and powering the answers, but the traditional web-traffic feedback loop has been cut off.",{"type":28,"tag":37,"props":1435,"children":1436},{},[1437],{"type":28,"tag":974,"props":1438,"children":1440},{"alt":7,"src":1439},"https://assets.mkgmarketinginc.com/c20aa35e-dadf-47ca-8cbd-3742dfbfbc31-mkg-blog-beyond-last-click-image-1.png",[],{"type":28,"tag":29,"props":1442,"children":1444},{"id":1443},"the-svo-attribution-matrix-shifting-metrics-from-clicks-to-models",[1445],{"type":34,"value":1446},"The SVO Attribution Matrix: Shifting Metrics from Clicks to Models",{"type":28,"tag":37,"props":1448,"children":1449},{},[1450,1452,1464],{"type":34,"value":1451},"To survive this transition, you must replace click-based attribution with a ",{"type":28,"tag":1453,"props":1454,"children":1458},"a",{"href":1455,"rel":1456},"https://mkgmarketinginc.com/resources/the-ultimate-guide-to-search-visibility-optimization-svo/",[1457],"nofollow",[1459],{"type":28,"tag":946,"props":1460,"children":1461},{},[1462],{"type":34,"value":1463},"Search Visibility Optimization (SVO)",{"type":34,"value":1465}," reporting framework. The board does not need to see how many people visited your resource page; they need to see if your brand is the definitive answer recommended by the systems your buyers use to make purchasing decisions.",{"type":28,"tag":37,"props":1467,"children":1468},{},[1469],{"type":34,"value":1470},"This requires tracking a completely different set of metrics that measure your active digital footprint across the entire LLM ecosystem. Consider how your reporting must pivot to remain relevant:",{"type":28,"tag":1223,"props":1472,"children":1473},{},[1474,1495],{"type":28,"tag":1227,"props":1475,"children":1476},{},[1477],{"type":28,"tag":1231,"props":1478,"children":1479},{},[1480,1485,1490],{"type":28,"tag":1235,"props":1481,"children":1482},{},[1483],{"type":34,"value":1484},"Metric Category",{"type":28,"tag":1235,"props":1486,"children":1487},{},[1488],{"type":34,"value":1489},"Legacy Attribution Model",{"type":28,"tag":1235,"props":1491,"children":1492},{},[1493],{"type":34,"value":1494},"SVO Attribution Framework",{"type":28,"tag":1251,"props":1496,"children":1497},{},[1498,1516,1534,1552],{"type":28,"tag":1231,"props":1499,"children":1500},{},[1501,1506,1511],{"type":28,"tag":1258,"props":1502,"children":1503},{},[1504],{"type":34,"value":1505},"Primary Traffic KPI",{"type":28,"tag":1258,"props":1507,"children":1508},{},[1509],{"type":34,"value":1510},"Unique Sessions, Pageviews",{"type":28,"tag":1258,"props":1512,"children":1513},{},[1514],{"type":34,"value":1515},"Influence Without Clicks (Off-site impressions)",{"type":28,"tag":1231,"props":1517,"children":1518},{},[1519,1524,1529],{"type":28,"tag":1258,"props":1520,"children":1521},{},[1522],{"type":34,"value":1523},"Market Share Metric",{"type":28,"tag":1258,"props":1525,"children":1526},{},[1527],{"type":34,"value":1528},"Organic Keyword Share of Voice (SoV)",{"type":28,"tag":1258,"props":1530,"children":1531},{},[1532],{"type":34,"value":1533},"Share of Model (SOM) (Citation frequency)",{"type":28,"tag":1231,"props":1535,"children":1536},{},[1537,1542,1547],{"type":28,"tag":1258,"props":1538,"children":1539},{},[1540],{"type":34,"value":1541},"Attribution Vector",{"type":28,"tag":1258,"props":1543,"children":1544},{},[1545],{"type":34,"value":1546},"Last-Click UTM Parameters, First-Click Cookie",{"type":28,"tag":1258,"props":1548,"children":1549},{},[1550],{"type":34,"value":1551},"CRM-to-Model Pipeline Association",{"type":28,"tag":1231,"props":1553,"children":1554},{},[1555,1560,1565],{"type":28,"tag":1258,"props":1556,"children":1557},{},[1558],{"type":34,"value":1559},"Financial Validation",{"type":28,"tag":1258,"props":1561,"children":1562},{},[1563],{"type":34,"value":1564},"Cost Per Click (CPC), Cost Per Lead (CPL)",{"type":28,"tag":1258,"props":1566,"children":1567},{},[1568],{"type":34,"value":1569},"Pipeline Velocity, Accelerated Sales Cycles",{"type":28,"tag":1100,"props":1571,"children":1573},{"id":1572},"_1-quantifying-share-of-model-som",[1574],{"type":34,"value":1575},"1. Quantifying Share of Model (SOM)",{"type":28,"tag":37,"props":1577,"children":1578},{},[1579,1581,1586],{"type":34,"value":1580},"Just as you historically measured your share of voice on traditional search result pages, you must now measure your ",{"type":28,"tag":946,"props":1582,"children":1583},{},[1584],{"type":34,"value":1585},"Share of Model (SOM)",{"type":34,"value":1587},". This KPI tracks how frequently your SaaS platform is cited as a recommended vendor or authoritative source across dominant large language models.",{"type":28,"tag":37,"props":1589,"children":1590},{},[1591],{"type":34,"value":1592},"If a prospect asks an LLM to \"Compare the top three enterprise compliance platforms for Series B startups,\" your SOM metric tells you whether your brand was included in that generated recommendation, how prominently it was positioned, and what specific attributes were associated with your software.",{"type":28,"tag":1100,"props":1594,"children":1596},{"id":1595},"_2-measuring-influence-without-clicks",[1597],{"type":34,"value":1598},"2. Measuring Influence Without Clicks",{"type":28,"tag":37,"props":1600,"children":1601},{},[1602],{"type":34,"value":1603},"Because search experiences no longer require a click, your reach must be measured through off-site trust footprints. This involves tracking your brand's presence inside curated industry databases, open-source documentation, developer communities, and trusted third-party review platforms that generative models scrape to compile their summaries.",{"type":28,"tag":37,"props":1605,"children":1606},{},[1607,1609,1614],{"type":34,"value":1608},"When your brand is consistently integrated into these reference networks, you exert massive ",{"type":28,"tag":946,"props":1610,"children":1611},{},[1612],{"type":34,"value":1613},"Influence Without Clicks",{"type":34,"value":1615},". Your buyers absorb your brand authority during their initial AI research phase, bypassing your website entirely until they are ready to book a direct sales call.",{"type":28,"tag":37,"props":1617,"children":1618},{},[1619],{"type":28,"tag":974,"props":1620,"children":1622},{"alt":7,"src":1621},"https://assets.mkgmarketinginc.com/9329b26b-2033-4565-8e76-8bd7d88cddec-mkg-blog-beyond-last-click-image-2.png",[],{"type":28,"tag":29,"props":1624,"children":1626},{"id":1625},"building-the-cfo-justification-package",[1627],{"type":34,"value":1628},"Building the CFO-Justification Package",{"type":28,"tag":37,"props":1630,"children":1631},{},[1632],{"type":34,"value":1633},"To defend your marketing budget, you must translate these modern off-site visibility metrics into a language your finance department respects. A CFO is inherently skeptical of abstract marketing concepts like \"brand awareness\" or \"algorithm influence.\" They want to see how these adjustments reduce customer acquisition costs and accelerate the movement of capital through the business.",{"type":28,"tag":37,"props":1635,"children":1636},{},[1637,1639,1644,1646,1651],{"type":34,"value":1638},"Your ",{"type":28,"tag":946,"props":1640,"children":1641},{},[1642],{"type":34,"value":1643},"CFO Justification",{"type":34,"value":1645}," package must connect your SVO strategy directly to the core metric of enterprise growth: ",{"type":28,"tag":946,"props":1647,"children":1648},{},[1649],{"type":34,"value":1650},"Pipeline Velocity",{"type":34,"value":1652},".",{"type":28,"tag":1100,"props":1654,"children":1656},{"id":1655},"step-1-mapping-the-offline-crm-signal-loop",[1657],{"type":34,"value":1658},"Step 1: Mapping the Offline CRM Signal Loop",{"type":28,"tag":37,"props":1660,"children":1661},{},[1662],{"type":34,"value":1663},"To prove that your off-site visibility is driving real pipeline, you must establish an automated data loop between your customer relationship management (CRM) system and your marketing data.",{"type":28,"tag":37,"props":1665,"children":1666},{},[1667],{"type":34,"value":1668},"When a prospect books a demo and enters your pipeline, you can no longer rely on self-reported attribution forms or simple direct-traffic categorization. You must cross-reference their IP address, company domain, and early-stage engagement timeline with your off-site coverage. By demonstrating that accounts exposed to your high-ranking AI citations move through the funnel faster, you prove the direct pipeline impact of your off-site optimization efforts.",{"type":28,"tag":1100,"props":1670,"children":1672},{"id":1671},"step-2-calculating-pipeline-velocity-impact",[1673],{"type":34,"value":1674},"Step 2: Calculating Pipeline Velocity Impact",{"type":28,"tag":37,"props":1676,"children":1677},{},[1678],{"type":34,"value":1679},"Use the standard financial formula for revenue acceleration to show how your SVO efforts directly de-risk the sales cycle:",{"type":28,"tag":37,"props":1681,"children":1682},{},[1683],{"type":28,"tag":946,"props":1684,"children":1685},{},[1686],{"type":34,"value":1687},"Pipeline Velocity = (Qualified Opportunities × Average Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":1689,"children":1690},{},[1691,1693,1698],{"type":34,"value":1692},"When you optimize your brand for LLM retrieval and citation, you are educating the buyer ",{"type":28,"tag":1196,"props":1694,"children":1695},{},[1696],{"type":34,"value":1697},"before",{"type":34,"value":1699}," they ever speak to an account executive. When a prospect enters your funnel after researching solutions through an AI engine, they are already deeply informed about your product’s capabilities and specific differentiators. This pre-educated state dramatically reduces internal sales friction, resulting in:",{"type":28,"tag":1005,"props":1701,"children":1702},{},[1703,1713],{"type":28,"tag":1009,"props":1704,"children":1705},{},[1706,1711],{"type":28,"tag":946,"props":1707,"children":1708},{},[1709],{"type":34,"value":1710},"Shorter Sales Cycles:",{"type":34,"value":1712}," Buyers make decisions faster because they do not need to sit through basic introductory education.",{"type":28,"tag":1009,"props":1714,"children":1715},{},[1716,1721],{"type":28,"tag":946,"props":1717,"children":1718},{},[1719],{"type":34,"value":1720},"Higher Win Rates:",{"type":34,"value":1722}," Your sales team is engaging with highly qualified prospects who already understand your platform's unique value proposition.",{"type":28,"tag":37,"props":1724,"children":1725},{},[1726],{"type":34,"value":1727},"By presenting a clear, data-backed correlation between SVO visibility and a shorter sales cycle, you give your CFO an undeniable business case: your marketing spend is directly accelerating the velocity of capital through the company.",{"type":28,"tag":37,"props":1729,"children":1730},{},[1731],{"type":28,"tag":974,"props":1732,"children":1734},{"alt":7,"src":1733},"https://assets.mkgmarketinginc.com/2689edb5-819c-489b-bca1-ea162addeb5a-mkg-blog-beyond-last-click-image-3.png",[],{"type":28,"tag":29,"props":1736,"children":1738},{"id":1737},"summary",[1739],{"type":34,"value":1740},"Summary",{"type":28,"tag":37,"props":1742,"children":1743},{},[1744],{"type":34,"value":1745},"Defending your marketing strategy to a venture-backed board in 2026 requires an immediate departure from legacy, click-reliant reporting models. When search engines transition to closed-answer ecosystems, traditional web traffic metrics decline, while actual brand influence remains highly active. AI Overviews and zero-click search behaviors are systematically intercepting your buyers during the educational research phase, causing a dramatic drop in top-of-funnel website sessions.",{"type":28,"tag":37,"props":1747,"children":1748},{},[1749],{"type":34,"value":1750},"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":909,"depth":909,"links":1752},[1753,1754,1755,1760,1764],{"id":1404,"depth":909,"text":1407},{"id":1415,"depth":909,"text":1418},{"id":1443,"depth":909,"text":1446,"children":1756},[1757,1759],{"id":1572,"depth":1758,"text":1575},3,{"id":1595,"depth":1758,"text":1598},{"id":1625,"depth":909,"text":1628,"children":1761},[1762,1763],{"id":1655,"depth":1758,"text":1658},{"id":1671,"depth":1758,"text":1674},{"id":1737,"depth":909,"text":1740},"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":1770,"_dir":922,"_draft":6,"_partial":6,"_locale":7,"title":1771,"description":1772,"date":1773,"imgAlt":1774,"img":1775,"body":1776,"_type":913,"_id":2130,"_source":915,"_file":2131,"_stem":2132,"_extension":918,"category":922,"minutes":2133},"/blog/seo/search-visibility-optimization-svo-monthly-overview-june-2026","Search Visibility Optimization (SVO) Monthly Overview - June 2026","Stay updated on the June 2026 search landscape: Google’s Spam Update, AI Mode’s 1-billion-user shift, GA4 AI attribution, and the rise of zero-click journeys.","2026-07-08T17:14:21.417Z","AI search signals organized into revenue growth","https://assets.mkgmarketinginc.com/0deef299-c7d8-4147-b9ee-16a1e12c7b61-mkg-blog-seo-industry-overview-june-2026.webp",{"type":25,"children":1777,"toc":2114},[1778,1784,1844,1850,1855,1860,1883,1889,1903,1909,1929,1935,1946,1959,1964,1970,1984,1998,2004,2010,2023,2029,2052,2058,2063,2068,2101],{"type":28,"tag":29,"props":1779,"children":1781},{"id":1780},"executive-summary-the-tldr",[1782],{"type":34,"value":1783},"Executive Summary (The TL;DR)",{"type":28,"tag":1005,"props":1785,"children":1786},{},[1787,1806,1825],{"type":28,"tag":1009,"props":1788,"children":1789},{},[1790,1795,1797,1804],{"type":28,"tag":946,"props":1791,"children":1792},{},[1793],{"type":34,"value":1794},"Algorithmic Consolidation:",{"type":34,"value":1796}," Google executed its ",{"type":28,"tag":1453,"props":1798,"children":1801},{"href":1799,"rel":1800},"https://www.seopress.org/newsroom/seo-news/june-2026/",[1457],[1802],{"type":34,"value":1803},"June 2026 Spam Update",{"type":34,"value":1805}," immediately after the May 2026 Core Update concluded, heavily targeting automated search manipulation, back-button hijacking, and inauthentic brand mentions.",{"type":28,"tag":1009,"props":1807,"children":1808},{},[1809,1814,1816,1823],{"type":28,"tag":946,"props":1810,"children":1811},{},[1812],{"type":34,"value":1813},"The 1-Billion-User Pivot:",{"type":34,"value":1815}," First-party data confirms Google’s conversational \"AI Mode\" has ",{"type":28,"tag":1453,"props":1817,"children":1820},{"href":1818,"rel":1819},"https://blog.google/products-and-platforms/products/search/ai-mode-us-insights/",[1457],[1821],{"type":34,"value":1822},"surpassed 1 billion monthly active users",{"type":34,"value":1824},". User behavior here is strictly non-linear, creating a closed-loop ecosystem where traditional click-through rates (CTR) collapse.",{"type":28,"tag":1009,"props":1826,"children":1827},{},[1828,1833,1835,1842],{"type":28,"tag":946,"props":1829,"children":1830},{},[1831],{"type":34,"value":1832},"Standardized AI Attribution:",{"type":34,"value":1834}," Google Analytics 4 introduced a native ",{"type":28,"tag":1453,"props":1836,"children":1839},{"href":1837,"rel":1838},"https://www.searchenginejournal.com/google-analytics-adds-ai-assistant-as-default-channel-group/574974/",[1457],[1840],{"type":34,"value":1841},"AI assistant channel group",{"type":34,"value":1843},", giving growth leaders measurable, unfragmented visibility into referral traffic generated by LLM engines.",{"type":28,"tag":29,"props":1845,"children":1847},{"id":1846},"algorithm-technical-seo-updates",[1848],{"type":34,"value":1849},"Algorithm & Technical SEO Updates",{"type":28,"tag":37,"props":1851,"children":1852},{},[1853],{"type":34,"value":1854},"June was defined by quick, back-to-back updates designed to clear low-quality clutter from search results and crack down on sites that use automated shortcuts to fake their authority.",{"type":28,"tag":1100,"props":1856,"children":1858},{"id":1857},"june-2026-spam-update",[1859],{"type":34,"value":1803},{"type":28,"tag":37,"props":1861,"children":1862},{},[1863,1865,1872,1874,1881],{"type":34,"value":1864},"Google launched and completed its",{"type":28,"tag":1453,"props":1866,"children":1869},{"href":1867,"rel":1868},"https://www.searchenginejournal.com/google-begins-rolling-out-the-june-2026-spam-update/580424/",[1457],[1870],{"type":34,"value":1871}," June 2026 Spam Update",{"type":34,"value":1873}," between June 24 and June 26. Running for just over 48 hours, this global update leveraged the AI-driven SpamBrain system to suppress artificial citation footprints. According to early technical analyses, the ",{"type":28,"tag":1453,"props":1875,"children":1878},{"href":1876,"rel":1877},"https://momenticmarketing.com/google-updates/june-2026-spam-update",[1457],[1879],{"type":34,"value":1880},"update",{"type":34,"value":1882}," focused heavily on correcting \"back-button hijacking\" and sites engineering inauthentic digital PR mentions to manipulate authority metrics.",{"type":28,"tag":1100,"props":1884,"children":1886},{"id":1885},"may-2026-core-update-conclusion",[1887],{"type":34,"value":1888},"May 2026 Core Update Conclusion",{"type":28,"tag":37,"props":1890,"children":1891},{},[1892,1894,1901],{"type":34,"value":1893},"This rapid spam crackdown followed the",{"type":28,"tag":1453,"props":1895,"children":1898},{"href":1896,"rel":1897},"https://status.search.google.com/products/rGHU1u87FJnkP6W2GwMi/history?authuser=1",[1457],[1899],{"type":34,"value":1900}," May 2026 Core Update",{"type":34,"value":1902},", which officially concluded its 12-day rollout on June 2. The consecutive sequence of these updates indicates Google is tightening its data-filtering thresholds. For Series A–C tech companies, this means programmatic or low-utility content footprints are facing accelerated volatility, directly impacting organic traffic stability and Customer Acquisition Cost (CAC).",{"type":28,"tag":29,"props":1904,"children":1906},{"id":1905},"the-geoaeo-frontier",[1907],{"type":34,"value":1908},"The GEO/AEO Frontier",{"type":28,"tag":37,"props":1910,"children":1911},{},[1912,1919,1920,1927],{"type":28,"tag":1453,"props":1913,"children":1916},{"href":1914,"rel":1915},"https://mkgmarketinginc.com/expert-digital-marketing-services/generative-engine-optimization/",[1457],[1917],{"type":34,"value":1918},"Generative Experience Optimization (GEO)",{"type":34,"value":1078},{"type":28,"tag":1453,"props":1921,"children":1924},{"href":1922,"rel":1923},"https://mkgmarketinginc.com/expert-digital-marketing-services/answer-engine-optimization/",[1457],[1925],{"type":34,"value":1926},"Answer Engine Optimization (AEO)",{"type":34,"value":1928}," transitioned from theoretical concepts to practical marketing channels. New data on user behavior now confirms this shift.",{"type":28,"tag":1100,"props":1930,"children":1932},{"id":1931},"conversational-ai-scale-behavior",[1933],{"type":34,"value":1934},"Conversational AI Scale & Behavior",{"type":28,"tag":37,"props":1936,"children":1937},{},[1938,1944],{"type":28,"tag":1453,"props":1939,"children":1941},{"href":1818,"rel":1940},[1457],[1942],{"type":34,"value":1943},"Data",{"type":34,"value":1945}," released around Google’s AI Mode highlights a massive shift in user behavior:",{"type":28,"tag":1005,"props":1947,"children":1948},{},[1949,1954],{"type":28,"tag":1009,"props":1950,"children":1951},{},[1952],{"type":34,"value":1953},"Queries in AI Mode average three times as long as traditional searches.",{"type":28,"tag":1009,"props":1955,"children":1956},{},[1957],{"type":34,"value":1958},"Decision-stage questions starting with \"which\" rose 40%, signaling that high-intent commercial evaluation is moving into conversational interfaces.",{"type":28,"tag":37,"props":1960,"children":1961},{},[1962],{"type":34,"value":1963},"However, the impact on organic CTR is consequential. Session analyses show that in 88% of AI Mode tasks, users accept the model's shortlist as-is. More starkly, 74% select the top-ranked recommendation, and 64% click no links at all.",{"type":28,"tag":1100,"props":1965,"children":1967},{"id":1966},"citation-bias-and-platform-updates",[1968],{"type":34,"value":1969},"Citation Bias and Platform Updates",{"type":28,"tag":37,"props":1971,"children":1972},{},[1973,1975,1982],{"type":34,"value":1974},"A June data study published on ",{"type":28,"tag":1453,"props":1976,"children":1979},{"href":1977,"rel":1978},"https://searchengineland.com/google-ai-overviews-cite-self-serving-listicles-recommend-competitors-480573",[1457],[1980],{"type":34,"value":1981},"Search Engine Land",{"type":34,"value":1983}," revealed that while Google's AI Overviews heavily cite listicles and comparison matrices, the engine recommends a brand's direct competitors 69% of the time within those summaries. This highlights a structural bias toward third-party aggregators, earned media, and affiliate domains over a brand’s owned web assets.",{"type":28,"tag":37,"props":1985,"children":1986},{},[1987,1989,1996],{"type":34,"value":1988},"Concurrently, alternative engines are upgrading their enterprise analytics. Perplexity rolled out its ",{"type":28,"tag":1453,"props":1990,"children":1993},{"href":1991,"rel":1992},"https://releasebot.io/updates/perplexity-ai",[1457],[1994],{"type":34,"value":1995},"\"Deep Research in Computer\"",{"type":34,"value":1997}," infrastructure alongside a new Computer Analytics API, enabling B2B enterprises to pull model query data directly into internal reporting stacks such as Snowflake or Hex.",{"type":28,"tag":29,"props":1999,"children":2001},{"id":2000},"strategic-implications-for-leaders",[2002],{"type":34,"value":2003},"Strategic Implications for Leaders",{"type":28,"tag":1100,"props":2005,"children":2007},{"id":2006},"what-to-ignore",[2008],{"type":34,"value":2009},"What to Ignore",{"type":28,"tag":1005,"props":2011,"children":2012},{},[2013],{"type":28,"tag":1009,"props":2014,"children":2015},{},[2016,2021],{"type":28,"tag":946,"props":2017,"children":2018},{},[2019],{"type":34,"value":2020},"Unvalidated \"GEO Hacks\":",{"type":34,"value":2022}," Disregard trending guides advocating for hyper-fragmented content chunking or the forced deployment of llm.txt files to control crawlers. Google’s official generative search optimization documentation explicitly debunked these tactics as low-impact noise. The underlying models prioritize data completeness and human utility, not structural gimmicks.",{"type":28,"tag":1100,"props":2024,"children":2026},{"id":2025},"where-to-pivot",[2027],{"type":34,"value":2028},"Where to Pivot",{"type":28,"tag":1005,"props":2030,"children":2031},{},[2032,2042],{"type":28,"tag":1009,"props":2033,"children":2034},{},[2035,2040],{"type":28,"tag":946,"props":2036,"children":2037},{},[2038],{"type":34,"value":2039},"Audit Your Shared Real Estate:",{"type":34,"value":2041}," Given that AI Overviews favor competitors 69% of the time across aggregate listicles, marketing leaders must pivot budgets from solo blog production toward aggressive digital PR and dominance in affiliate marketplaces. If your brand is not among the top five in external industry roundups, LLMs will systematically omit you from decision-stage queries.",{"type":28,"tag":1009,"props":2043,"children":2044},{},[2045,2050],{"type":28,"tag":946,"props":2046,"children":2047},{},[2048],{"type":34,"value":2049},"Configure Native AI Attribution:",{"type":34,"value":2051}," Audit your Google Analytics setup to leverage the new default AI assistant channel group. This ensures your marketing operations team can accurately segment and defend LLM-driven ROI to the board, turning historically \"dark\" referral traffic into clean data.",{"type":28,"tag":29,"props":2053,"children":2055},{"id":2054},"optimize-for-the-future",[2056],{"type":34,"value":2057},"Optimize for the Future",{"type":28,"tag":37,"props":2059,"children":2060},{},[2061],{"type":34,"value":2062},"With more and more AI search sessions resulting in zero clicks, traditional SEO is no longer enough to protect your pipeline. To stay visible, you need a Search Visibility Optimization (SVO) strategy that ensures AI models index, cite, and recommend your brand.",{"type":28,"tag":37,"props":2064,"children":2065},{},[2066],{"type":34,"value":2067},"MKG helps protect your revenue from sudden search engine changes in three practical ways:",{"type":28,"tag":1005,"props":2069,"children":2070},{},[2071,2081,2091],{"type":28,"tag":1009,"props":2072,"children":2073},{},[2074,2079],{"type":28,"tag":946,"props":2075,"children":2076},{},[2077],{"type":34,"value":2078},"AI Search Audits:",{"type":34,"value":2080}," We find exactly where AI models are leaving your brand out of product recommendations and shortlists.",{"type":28,"tag":1009,"props":2082,"children":2083},{},[2084,2089],{"type":28,"tag":946,"props":2085,"children":2086},{},[2087],{"type":34,"value":2088},"Technical Site Alignment:",{"type":34,"value":2090}," We update your backend code, so Google and AI engines understand and display your company's facts accurately.",{"type":28,"tag":1009,"props":2092,"children":2093},{},[2094,2099],{"type":28,"tag":946,"props":2095,"children":2096},{},[2097],{"type":34,"value":2098},"Clear Traffic Tracking:",{"type":34,"value":2100}," We organize your analytics so you can actually see and measure the business value coming from AI search engines.",{"type":28,"tag":37,"props":2102,"children":2103},{},[2104,2106,2113],{"type":34,"value":2105},"To future-proof your digital acquisition engine and lower your CAC,",{"type":28,"tag":1453,"props":2107,"children":2110},{"href":2108,"rel":2109},"https://mkgmarketinginc.com/contact/",[1457],[2111],{"type":34,"value":2112}," Book a Discovery Call with MKG today",{"type":34,"value":1652},{"title":7,"searchDepth":909,"depth":909,"links":2115},[2116,2117,2121,2125,2129],{"id":1780,"depth":909,"text":1783},{"id":1846,"depth":909,"text":1849,"children":2118},[2119,2120],{"id":1857,"depth":1758,"text":1803},{"id":1885,"depth":1758,"text":1888},{"id":1905,"depth":909,"text":1908,"children":2122},[2123,2124],{"id":1931,"depth":1758,"text":1934},{"id":1966,"depth":1758,"text":1969},{"id":2000,"depth":909,"text":2003,"children":2126},[2127,2128],{"id":2006,"depth":1758,"text":2009},{"id":2025,"depth":1758,"text":2028},{"id":2054,"depth":909,"text":2057},"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":2135,"_dir":922,"_draft":6,"_partial":6,"_locale":7,"title":2136,"description":2137,"date":2138,"img":2139,"imgAlt":2140,"body":2141,"_type":913,"_id":2530,"_source":915,"_file":2531,"_stem":2532,"_extension":918,"category":922,"minutes":2533},"/blog/seo/the-great-decoupling-why-saas-seo-is-changing-in-2026","The Great Decoupling - Why SaaS SEO Is Changing in 2026","Legacy content strategies are triggering massive traffic drops as AI Overviews intercept informational search volume. ","2026-07-08T16:16:30.271Z","https://assets.mkgmarketinginc.com/91f5449b-4a04-436d-9866-d31810d27c34-mkg-blog-the-great-decoupling-hero-image.webp","web search",{"type":25,"children":2142,"toc":2517},[2143,2148,2153,2158,2163,2168,2173,2179,2184,2190,2195,2200,2205,2211,2223,2228,2233,2240,2246,2260,2265,2364,2369,2374,2381,2387,2392,2397,2403,2419,2442,2447,2453,2458,2475,2480,2486,2491,2496,2503,2507,2512],{"type":28,"tag":37,"props":2144,"children":2145},{},[2146],{"type":34,"value":2147},"Your organic ranking report lands in your inbox and, at first glance, everything looks like a win. Your core informational keywords occupy comfortable spots in the top three positions. Your top-of-funnel blog content is indexing exactly where you planned, and traditional position-tracking tools insist your organic visibility is fully optimized.",{"type":28,"tag":37,"props":2149,"children":2150},{},[2151],{"type":34,"value":2152},"But when you open Google Analytics and examine actual website sessions, the graph tells a very different story.",{"type":28,"tag":37,"props":2154,"children":2155},{},[2156],{"type":34,"value":2157},"Organic traffic to your highest-performing marketing assets hasn’t just softened, it has fallen off a cliff. Across your long-standing resource center and educational content hub, incoming visits are down anywhere from 34% to 80%. Lead forms are stagnant, qualified product sign-ups have evaporated, and you’re being held personally responsible for a catastrophic traffic drop that, according to conventional optimization metrics, shouldn’t be happening at all.",{"type":28,"tag":37,"props":2159,"children":2160},{},[2161],{"type":34,"value":2162},"You’re following the standard playbook to the letter. You’re running comprehensive keyword research, targeting high-volume informational queries, optimizing header tags, and building authoritative backlinks. Yet even while you’re doing everything right, your post-funding SaaS growth engine is burning through capital while becoming effectively invisible to your market.",{"type":28,"tag":37,"props":2164,"children":2165},{},[2166],{"type":34,"value":2167},"This is the lived reality of the structural crisis reshaping digital acquisition. The once-direct link between ranking at the top of the SERP and earning human clicks has been fundamentally severed. We’ve entered the era of the great decoupling, where traditional organic search success no longer guarantees actual user discovery.",{"type":28,"tag":37,"props":2169,"children":2170},{},[2171],{"type":34,"value":2172},"If you continue to evaluate marketing performance through the volume-obsessed lens of the past, you’ll end up defending hollow metrics to an executive team that cares only about pipeline. To stop the bleed, you have to understand the specific engineering shifts within modern search networks that intercept your buyers long before they ever reach your domain.",{"type":28,"tag":29,"props":2174,"children":2176},{"id":2175},"the-double-whammy-informational-query-collapse-and-zero-click-realities",[2177],{"type":34,"value":2178},"The Double-Whammy: Informational Query Collapse and Zero-Click Realities",{"type":28,"tag":37,"props":2180,"children":2181},{},[2182],{"type":34,"value":2183},"The reason your traffic is vanishing while your positions remain intact comes down to a permanent shift in search engine monetization and layout design. Search platforms have transformed from directory indexes that route traffic outward into closed ecosystems designed to answer questions natively.",{"type":28,"tag":1100,"props":2185,"children":2187},{"id":2186},"_1-ai-overviews-and-the-elimination-of-the-organic-click",[2188],{"type":34,"value":2189},"1. AI Overviews and the Elimination of the Organic Click",{"type":28,"tag":37,"props":2191,"children":2192},{},[2193],{"type":34,"value":2194},"The primary driver of this sudden drop in visibility is the rapid rollout of AI Overviews (AIO). In the past, when a B2B buyer needed an educational answer—whether they were comparing software compliance architectures or figuring out how to scale their data infrastructure—they would typically click through to a top-ranking SaaS blog post.",{"type":28,"tag":37,"props":2196,"children":2197},{},[2198],{"type":34,"value":2199},"Now, Google intercepts that intent. Organic click-through rates fall sharply on queries where an AI Overview appears. A position-one result that once reliably attracted clicks now captures only a fraction of that traffic, because the generative answer box satisfies the user’s question directly on the results page.",{"type":28,"tag":37,"props":2201,"children":2202},{},[2203],{"type":34,"value":2204},"This shift has sparked an unprecedented collapse in informational queries. Large language models are uniquely suited to ingest, synthesize, and surface educational information. If your marketing strategy is built on high-volume, top-of-funnel keywords, you are effectively competing with the search engine’s own interface. The engine extracts your insights, repackages them as a native text block, and leaves your website with little more than a fleeting impression.",{"type":28,"tag":1100,"props":2206,"children":2208},{"id":2207},"_2-the-rise-of-the-zero-click-search",[2209],{"type":34,"value":2210},"2. The Rise of the Zero-Click Search",{"type":28,"tag":37,"props":2212,"children":2213},{},[2214,2216,2221],{"type":34,"value":2215},"This monetization behavior has accelerated the prevalence of the ",{"type":28,"tag":946,"props":2217,"children":2218},{},[2219],{"type":34,"value":2220},"Zero-Click Search",{"type":34,"value":2222},". Fresh market data show an undeniable trend: the vast majority of standard informational web searches now end without a single click to an external website. Buyers get their answer, end their browsing session, and move on.",{"type":28,"tag":37,"props":2224,"children":2225},{},[2226],{"type":34,"value":2227},"Worse yet, the links embedded within generative summaries are largely ignored, with only a tiny fraction of users actually clicking through to the source materials. The old mechanics of content marketing, where you traded free information for web traffic, are obsolete.",{"type":28,"tag":37,"props":2229,"children":2230},{},[2231],{"type":34,"value":2232},"When your metrics are tied to traffic volume, an automated summary that satisfies a user query can appear to be an operational failure on your internal dashboards. In reality, the audience is still looking for solutions, but they have migrated to a multi-platform environment that standard index-tracking software cannot track or quantify.",{"type":28,"tag":37,"props":2234,"children":2235},{},[2236],{"type":28,"tag":974,"props":2237,"children":2239},{"alt":7,"src":2238},"https://assets.mkgmarketinginc.com/5f8436d1-dceb-4e2e-be9a-9a455121bf69-mkg-blog-the-great-decoupling-image-1.png",[],{"type":28,"tag":29,"props":2241,"children":2243},{"id":2242},"the-fatal-flaw-optimizing-for-keyword-volume-vs-llm-retrieval",[2244],{"type":34,"value":2245},"The Fatal Flaw: Optimizing for Keyword Volume vs. LLM Retrieval",{"type":28,"tag":37,"props":2247,"children":2248},{},[2249,2251,2258],{"type":34,"value":2250},"If your content calendar is driven primarily by search volume metrics pulled from traditional ",{"type":28,"tag":1453,"props":2252,"children":2255},{"href":2253,"rel":2254},"https://mkgmarketinginc.com/expert-digital-marketing-services/search-engine-optimization/",[1457],[2256],{"type":34,"value":2257},"SEO",{"type":34,"value":2259}," platforms, you are systematically producing assets that are invisible to modern buyers. Legacy tools calculate volume based on historical click patterns, completely missing the multi-platform journey your prospects take across ecosystems like ChatGPT, Claude, Perplexity, and Google's native AI interfaces.",{"type":28,"tag":37,"props":2261,"children":2262},{},[2263],{"type":34,"value":2264},"The framework for evaluating search success must shift from simple traffic accumulation to an active systemic model. Consider the structural difference between legacy keyword acquisition and an optimization framework designed for modern search behavior:",{"type":28,"tag":1223,"props":2266,"children":2267},{},[2268,2289],{"type":28,"tag":1227,"props":2269,"children":2270},{},[2271],{"type":28,"tag":1231,"props":2272,"children":2273},{},[2274,2279,2284],{"type":28,"tag":1235,"props":2275,"children":2276},{},[2277],{"type":34,"value":2278},"Performance Component",{"type":28,"tag":1235,"props":2280,"children":2281},{},[2282],{"type":34,"value":2283},"Legacy Keyword Volume Model",{"type":28,"tag":1235,"props":2285,"children":2286},{},[2287],{"type":34,"value":2288},"Search Visibility Optimization (SVO) Framework",{"type":28,"tag":1251,"props":2290,"children":2291},{},[2292,2310,2328,2346],{"type":28,"tag":1231,"props":2293,"children":2294},{},[2295,2300,2305],{"type":28,"tag":1258,"props":2296,"children":2297},{},[2298],{"type":34,"value":2299},"Primary Metric",{"type":28,"tag":1258,"props":2301,"children":2302},{},[2303],{"type":34,"value":2304},"Organic Traffic, Pageviews, Keyword Rank",{"type":28,"tag":1258,"props":2306,"children":2307},{},[2308],{"type":34,"value":2309},"Citation Share, LLM Retrieval Frequency, Pipeline",{"type":28,"tag":1231,"props":2311,"children":2312},{},[2313,2318,2323],{"type":28,"tag":1258,"props":2314,"children":2315},{},[2316],{"type":34,"value":2317},"Content Focus",{"type":28,"tag":1258,"props":2319,"children":2320},{},[2321],{"type":34,"value":2322},"Broad Informational Text, High-Volume Blogs",{"type":28,"tag":1258,"props":2324,"children":2325},{},[2326],{"type":34,"value":2327},"Self-Contained Passages, Node-Based Architecture",{"type":28,"tag":1231,"props":2329,"children":2330},{},[2331,2336,2341],{"type":28,"tag":1258,"props":2332,"children":2333},{},[2334],{"type":34,"value":2335},"Target Infrastructure",{"type":28,"tag":1258,"props":2337,"children":2338},{},[2339],{"type":34,"value":2340},"Traditional Search Engine Indexes",{"type":28,"tag":1258,"props":2342,"children":2343},{},[2344],{"type":34,"value":2345},"Large Language Model Vector Databases",{"type":28,"tag":1231,"props":2347,"children":2348},{},[2349,2354,2359],{"type":28,"tag":1258,"props":2350,"children":2351},{},[2352],{"type":34,"value":2353},"Discovery Vector",{"type":28,"tag":1258,"props":2355,"children":2356},{},[2357],{"type":34,"value":2358},"Single-Engine Keyword Matches",{"type":28,"tag":1258,"props":2360,"children":2361},{},[2362],{"type":34,"value":2363},"Multi-Surface Brand Attribution (GEO, AEO)",{"type":28,"tag":37,"props":2365,"children":2366},{},[2367],{"type":34,"value":2368},"When you orient your production toward high-volume informational keywords, you create fluff text that AI scrapers can easily summarize and discard. Large language models do not look for word count or keyword density; they look for explicit entities, clear relationship mappings, and structured data points that can be retrieved and packaged into an immediate user response.",{"type":28,"tag":37,"props":2370,"children":2371},{},[2372],{"type":34,"value":2373},"To build an organic acquisition model that survives this transition, you must dismantle the division between traditional content creation, answer optimization, and technical data structure. Your content must be engineered to be retrieved as a direct citation by an answer engine, rather than just waiting for a human click that may never come.",{"type":28,"tag":37,"props":2375,"children":2376},{},[2377],{"type":28,"tag":974,"props":2378,"children":2380},{"alt":7,"src":2379},"https://assets.mkgmarketinginc.com/82d9e480-5f8e-4102-8c62-784d55c5dcea-mkg-blog-the-great-decoupling-image-2.png",[],{"type":28,"tag":29,"props":2382,"children":2384},{"id":2383},"systemic-accountability-the-svo-framework-for-modern-retrieval",[2385],{"type":34,"value":2386},"Systemic Accountability: The SVO Framework for Modern Retrieval",{"type":28,"tag":37,"props":2388,"children":2389},{},[2390],{"type":34,"value":2391},"Winning in modern search means going far beyond basic index optimization. You need to approach search visibility as a unified, end-to-end system explicitly designed for large-language-model retrieval. That requires restructuring your entire digital footprint so it can effectively feed into the vector databases that power generative search experiences.",{"type":28,"tag":37,"props":2393,"children":2394},{},[2395],{"type":34,"value":2396},"Gaining reliable visibility in an AI-driven search ecosystem requires an immediate operational reset built on three core pillars.",{"type":28,"tag":1100,"props":2398,"children":2400},{"id":2399},"pillar-3-implementing-generative-engine-optimization-geo",[2401],{"type":34,"value":2402},"Pillar 3: Implementing Generative Engine Optimization (GEO)",{"type":28,"tag":37,"props":2404,"children":2405},{},[2406,2408,2417],{"type":34,"value":2407},"To ensure your brand is cited in generative answer boxes, your digital assets must be structured in line with the core tenets of ",{"type":28,"tag":1453,"props":2409,"children":2411},{"href":1914,"rel":2410},[1457],[2412],{"type":28,"tag":946,"props":2413,"children":2414},{},[2415],{"type":34,"value":2416},"Generative Engine Optimization (GEO)",{"type":34,"value":2418},". LLMs prioritize clear data nodes and explicit entity relationships over lengthy narratives.",{"type":28,"tag":1005,"props":2420,"children":2421},{},[2422,2432],{"type":28,"tag":1009,"props":2423,"children":2424},{},[2425,2430],{"type":28,"tag":946,"props":2426,"children":2427},{},[2428],{"type":34,"value":2429},"Isolate Information into Extractable Passages:",{"type":34,"value":2431}," Content must be written in highly structured, self-contained blocks. Each section must provide an authoritative, direct answer in the first two sentences so an algorithm can lift the passage cleanly for a summary snippet.",{"type":28,"tag":1009,"props":2433,"children":2434},{},[2435,2440],{"type":28,"tag":946,"props":2436,"children":2437},{},[2438],{"type":34,"value":2439},"Inject Specialized Terminology and Schema:",{"type":34,"value":2441}," Use technical, unambiguous industry terms and hard data points. Back this up with comprehensive schema markup—such as Product, Organization, and FAQPage code blocks—to give retrieval engines clean, machine-readable validation of your expertise.",{"type":28,"tag":37,"props":2443,"children":2444},{},[2445],{"type":34,"value":2446},"By formatting content as a series of verified information nodes, you transition your assets from standard pages into high-priority sources that generative models actively select for their citations.",{"type":28,"tag":1100,"props":2448,"children":2450},{"id":2449},"pillar-4-capturing-multi-platform-answer-engine-optimization-aeo",[2451],{"type":34,"value":2452},"Pillar 4: Capturing Multi-Platform Answer Engine Optimization (AEO)",{"type":28,"tag":37,"props":2454,"children":2455},{},[2456],{"type":34,"value":2457},"Your buyers are no longer using a single search box to evaluate software vendors. Market data show that conversational tools are capturing a large share of research intent, with platforms experiencing clear adoption spikes among technical enterprise buyers.",{"type":28,"tag":37,"props":2459,"children":2460},{},[2461,2463,2473],{"type":34,"value":2462},"You must expand your strategy into a comprehensive ",{"type":28,"tag":1453,"props":2464,"children":2466},{"href":1922,"rel":2465},[1457],[2467,2471],{"type":28,"tag":946,"props":2468,"children":2469},{},[2470],{"type":34,"value":1926},{"type":34,"value":2472}," ",{"type":34,"value":2474},"model. This means building a digital footprint that extends beyond your domain. Generative engines do not evaluate your site in a vacuum; they cross-reference your claims against third-party data networks, developer forums, review ecosystems, and professional platforms.",{"type":28,"tag":37,"props":2476,"children":2477},{},[2478],{"type":34,"value":2479},"Ensure your brand entity is explicitly mentioned, categorized, and reviewed across these peripheral environments. When an LLM executes a multi-source synthesis query to recommend a vendor, your presence across these verified external networks forces the engine to include your brand in the final response.",{"type":28,"tag":1100,"props":2481,"children":2483},{"id":2482},"pillar-5-transitioning-metrics-to-citation-share-and-real-time-tracking",[2484],{"type":34,"value":2485},"Pillar 5: Transitioning Metrics to Citation Share and Real-Time Tracking",{"type":28,"tag":37,"props":2487,"children":2488},{},[2489],{"type":34,"value":2490},"You must stop using organic traffic volume as the primary indicator of search health. Because zero-click behavior is rising, a drop in traffic does not automatically mean your brand has lost market influence. You need a reporting infrastructure that tracks your presence within the answers themselves.",{"type":28,"tag":37,"props":2492,"children":2493},{},[2494],{"type":34,"value":2495},"Implement tracking mechanisms that measure your citation frequency, brand mention frequency, and overall share of voice inside AI Overviews and native conversational tools. Break down your referral sources by specific AI platforms to see which retrieval architectures are actively feeding your pipeline. When you align your internal tracking with actual citation delivery, you can easily separate platform-wide search changes from controllable marketing performance issues.",{"type":28,"tag":37,"props":2497,"children":2498},{},[2499],{"type":28,"tag":974,"props":2500,"children":2502},{"alt":7,"src":2501},"https://assets.mkgmarketinginc.com/70c363a9-e782-49c5-a4c2-f67fcda73d8c-mkg-blog-the-great-decoupling-image-3.png",[],{"type":28,"tag":29,"props":2504,"children":2505},{"id":1737},[2506],{"type":34,"value":1740},{"type":28,"tag":37,"props":2508,"children":2509},{},[2510],{"type":34,"value":2511},"Winning in organic search now demands a decisive break from volume-obsessed content playbooks. When your rankings remain strong, but website sessions collapse, the real issue is a structural split between search engine optimization and how users actually click. Generative features like Google’s AI Overviews are soaking up high-volume informational queries, assembling answers directly on the results page, and creating a pervasive zero-click environment that starves legacy blog portfolios of traffic.",{"type":28,"tag":37,"props":2513,"children":2514},{},[2515],{"type":34,"value":2516},"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":909,"depth":909,"links":2518},[2519,2523,2524,2529],{"id":2175,"depth":909,"text":2178,"children":2520},[2521,2522],{"id":2186,"depth":1758,"text":2189},{"id":2207,"depth":1758,"text":2210},{"id":2242,"depth":909,"text":2245},{"id":2383,"depth":909,"text":2386,"children":2525},[2526,2527,2528],{"id":2399,"depth":1758,"text":2402},{"id":2449,"depth":1758,"text":2452},{"id":2482,"depth":1758,"text":2485},{"id":1737,"depth":909,"text":1740},"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":2535,"_dir":2536,"_draft":6,"_partial":6,"_locale":7,"title":2537,"description":2538,"date":2539,"img":2540,"imgAlt":1650,"body":2541,"_type":913,"_id":2943,"_source":915,"_file":2944,"_stem":2945,"_extension":918,"category":2536,"minutes":2533},"/blog/ppc/shifting-legacy-paid-playbooks-to-saas-pipeline-velocity","ppc","Shifting Legacy Paid Playbooks to SaaS Pipeline Velocity","Facing a 25% drop in pipeline conversion despite great CTRs? Here is how to stop the blended inventory bleed.","2026-07-01T04:00:00.000Z","https://assets.mkgmarketinginc.com/5b62e834-bdc3-4dbd-ad88-8c2c36cb3362-mkg-blog-why-legacy-paid-playbooks-are-failing-series-hero-image.webp",{"type":25,"children":2542,"toc":2928},[2543,2548,2553,2558,2591,2596,2601,2606,2611,2617,2622,2628,2633,2638,2643,2649,2661,2675,2682,2688,2693,2705,2713,2718,2758,2763,2770,2781,2786,2791,2797,2802,2825,2830,2836,2841,2846,2865,2870,2876,2881,2886,2893,2899,2904,2909,2914,2918,2923],{"type":28,"tag":37,"props":2544,"children":2545},{},[2546],{"type":34,"value":2547},"You just closed your Series B. The capital is in the bank, the board presentation is locked, and the mandate from your investors is non-negotiable: scale net-new ARR, accelerate market penetration, and do it with predictable efficiency.",{"type":28,"tag":37,"props":2549,"children":2550},{},[2551],{"type":34,"value":2552},"To hit these aggressive growth targets, your first instinct is to take the paid media playbooks that successfully carried you through Series A and double down on the spend. You pump more capital into your core digital acquisition channels, expecting a linear, proportional scaling of your backend revenue.",{"type":28,"tag":37,"props":2554,"children":2555},{},[2556],{"type":34,"value":2557},"Initially, the dashboard looks spectacular. Your marketing team or agency presents reports filled with green upward arrows:",{"type":28,"tag":1005,"props":2559,"children":2560},{},[2561,2571,2581],{"type":28,"tag":1009,"props":2562,"children":2563},{},[2564,2569],{"type":28,"tag":946,"props":2565,"children":2566},{},[2567],{"type":34,"value":2568},"Click-Through Rates (CTRs)",{"type":34,"value":2570}," are holding perfectly steady.",{"type":28,"tag":1009,"props":2572,"children":2573},{},[2574,2579],{"type":28,"tag":946,"props":2575,"children":2576},{},[2577],{"type":34,"value":2578},"Total Impressions",{"type":34,"value":2580}," are hitting record, all-time highs.",{"type":28,"tag":1009,"props":2582,"children":2583},{},[2584,2589],{"type":28,"tag":946,"props":2585,"children":2586},{},[2587],{"type":34,"value":2588},"Cost-Per-Click (CPC)",{"type":34,"value":2590}," looks highly optimized and efficient.",{"type":28,"tag":37,"props":2592,"children":2593},{},[2594],{"type":34,"value":2595},"On paper, the top of your marketing funnel looks healthier than ever. But when you log into your CRM and look at the executive revenue dashboard, the reality is starkly different.",{"type":28,"tag":37,"props":2597,"children":2598},{},[2599],{"type":34,"value":2600},"The net-new sales pipeline has stalled. Your sales development representatives (SDRs) are sorting through a mountain of leads that go completely cold upon outreach. Your account executives are complaining about empty calendars, and your backend pipeline conversion rate has quietly dropped by a devastating 25%. Despite spending more capital than ever post-funding, your cost to acquire a customer (CAC) is soaring, and your capital burn rate is outpacing actual pipeline velocity.",{"type":28,"tag":37,"props":2602,"children":2603},{},[2604],{"type":34,"value":2605},"The metrics that look good on marketing slide decks are completely disconnected from cash-flow reality. The traditional B2B demand generation playbooks—heavily reliant on buying generic ad impressions, chasing abstract vanity metrics, and blindly trusting ad network automation- are fundamentally broken.",{"type":28,"tag":37,"props":2607,"children":2608},{},[2609],{"type":34,"value":2610},"To protect your capital and restart your revenue engine, you must diagnose the structural flaws in modern ad networks that cause this backend leakage and transition from an impression-chasing model to a pipeline-velocity framework.",{"type":28,"tag":29,"props":2612,"children":2614},{"id":2613},"the-double-whammy-blended-inventory-bleed-and-platform-fatigue",[2615],{"type":34,"value":2616},"The Double-Whammy: Blended Inventory Bleed and Platform Fatigue",{"type":28,"tag":37,"props":2618,"children":2619},{},[2620],{"type":34,"value":2621},"The core reason your backend pipeline is deteriorating while front-end metrics look healthy is a structural shift in how major digital ad networks operate. The software landscape has experienced a massive wave of algorithmic automation. Platforms have quietly removed granular user control in favor of artificial intelligence-driven, multi-placement campaigns.",{"type":28,"tag":1100,"props":2623,"children":2625},{"id":2624},"_1-google-demand-gen-campaigns-blended-inventory-bleed",[2626],{"type":34,"value":2627},"1. Google Demand Gen Campaigns & Blended Inventory Bleed",{"type":28,"tag":37,"props":2629,"children":2630},{},[2631],{"type":34,"value":2632},"Originally introduced as a replacement for legacy video discovery formats, these campaigns are built to drive engagement across Google’s vast ecosystem: YouTube, Gmail, Discover, and the Google Display Network. On paper, this level of automation looks highly efficient. In practice, it introduces a structural issue: Blended Inventory Bleed.",{"type":28,"tag":37,"props":2634,"children":2635},{},[2636],{"type":34,"value":2637},"When you spin up a standard campaign with these settings, the ad network packages high-intent premium search and video inventory alongside low-intent fringe placements. The underlying algorithms are engineered to chase the lowest-cost clicks and impressions needed to hit your daily spend targets.",{"type":28,"tag":37,"props":2639,"children":2640},{},[2641],{"type":34,"value":2642},"As a result, your budget is steadily redirected away from true in-market buyers into automated mobile apps, low-quality YouTube surfaces, and accidental taps on mobile swipe feeds. The platform will proudly show you an optimized, low Cost-Per-MQL, while the reality in your CRM is that you’re funding non-intent traffic that has virtually no chance of becoming a closed-won opportunity.",{"type":28,"tag":1100,"props":2644,"children":2646},{"id":2645},"_2-linkedin-ad-fatigue",[2647],{"type":34,"value":2648},"2. LinkedIn Ad Fatigue",{"type":28,"tag":37,"props":2650,"children":2651},{},[2652,2654,2659],{"type":34,"value":2653},"Simultaneously, B2B software companies are hitting an absolute ceiling on professional social channels due to severe ",{"type":28,"tag":946,"props":2655,"children":2656},{},[2657],{"type":34,"value":2658},"LinkedIn Ad Fatigue",{"type":34,"value":2660},". As massive amounts of venture capital pour into identical target audiences, decision-makers are being inundated with repetitive, formulaic single-image ads and gated PDF lead-generation forms.",{"type":28,"tag":37,"props":2662,"children":2663},{},[2664,2666,2673],{"type":34,"value":2665},"According to data compiled in the ",{"type":28,"tag":1453,"props":2667,"children":2670},{"href":2668,"rel":2669},"https://dreamdata.io/blog/announcing-linkedin-ads-benchmarks-report-2026",[1457],[2671],{"type":34,"value":2672},"2026 LinkedIn Ads Benchmarks Report by Dreamdata",{"type":34,"value":2674},", non-branded search and standard social click-through rates have experienced noticeable industry-wide compression as buyers tune out generic corporate messaging. When your target audience develops ad blindness, automated bidding systems often serve your ads to peripheral, less relevant segments of your audience to hit your volume targets. You end up paying a premium for clicks from users who have the right company name on their profiles but have absolutely zero buying authority or intent.",{"type":28,"tag":37,"props":2676,"children":2677},{},[2678],{"type":28,"tag":974,"props":2679,"children":2681},{"alt":7,"src":2680},"https://assets.mkgmarketinginc.com/1d59b696-0eb0-4224-8804-ba0618feea53-mkg-blog-why-legacy-paid-playbooks-are-failing-series-image-1.png",[],{"type":28,"tag":29,"props":2683,"children":2685},{"id":2684},"the-fatal-flaw-pipeline-vs-mqls",[2686],{"type":34,"value":2687},"The Fatal Flaw: Pipeline vs. MQLs",{"type":28,"tag":37,"props":2689,"children":2690},{},[2691],{"type":34,"value":2692},"If your internal marketing performance is tied to Marketing Qualified Leads (MQLs), your team is naturally incentivized to run campaigns that feed this algorithmic dilution. An MQL model views every form fill or content download as an equal unit of value.",{"type":28,"tag":37,"props":2694,"children":2695},{},[2696,2698,2703],{"type":34,"value":2697},"Optimizing for MQL volume completely ignores the critical business metric: ",{"type":28,"tag":946,"props":2699,"children":2700},{},[2701],{"type":34,"value":2702},"pipeline velocity",{"type":34,"value":2704},". Pipeline velocity measures the speed at which a prospect moves through your sales cycle and converts into actual revenue. It is governed by a simple mathematical relationship:",{"type":28,"tag":37,"props":2706,"children":2707},{},[2708],{"type":28,"tag":946,"props":2709,"children":2710},{},[2711],{"type":34,"value":2712},"Pipeline Velocity = (Number of Opportunities × Deal Value × Win Rate) / Sales Cycle Length",{"type":28,"tag":37,"props":2714,"children":2715},{},[2716],{"type":34,"value":2717},"When you allow Blended Inventory Bleed to flood your CRM with low-intent leads, you negatively impact every single variable in this equation:",{"type":28,"tag":1005,"props":2719,"children":2720},{},[2721,2738,2748],{"type":28,"tag":1009,"props":2722,"children":2723},{},[2724,2729,2731,2736],{"type":28,"tag":946,"props":2725,"children":2726},{},[2727],{"type":34,"value":2728},"Diminished Opportunity Quality:",{"type":34,"value":2730}," Your total number of ",{"type":28,"tag":1196,"props":2732,"children":2733},{},[2734],{"type":34,"value":2735},"qualified",{"type":34,"value":2737}," opportunities decreases because sales teams waste time calling invalid leads. This creates internal friction, slowing your organizational momentum and frustrating high-performing sales representatives.",{"type":28,"tag":1009,"props":2739,"children":2740},{},[2741,2746],{"type":28,"tag":946,"props":2742,"children":2743},{},[2744],{"type":34,"value":2745},"Depressed Win Rates:",{"type":34,"value":2747}," Your win rate drops significantly because the baseline buying intent from automated placements is non-existent. Leads stay stuck in early discovery pipelines indefinitely, inflating your apparent pipeline without contributing to actual bookings.",{"type":28,"tag":1009,"props":2749,"children":2750},{},[2751,2756],{"type":28,"tag":946,"props":2752,"children":2753},{},[2754],{"type":34,"value":2755},"Expanded Cycle Length:",{"type":34,"value":2757}," Your sales cycle length expands dramatically because SDRs must spend weeks chasing and filtering out accidental clicks, burning through critical sales development resources and delaying market penetration.",{"type":28,"tag":37,"props":2759,"children":2760},{},[2761],{"type":34,"value":2762},"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":28,"tag":37,"props":3902,"children":3903},{},[3904],{"type":34,"value":3905},"She is most proud of the impact she had on her previous company by creating a positive and supportive environment for those she managed. ",{"type":28,"tag":37,"props":3907,"children":3908},{},[3909],{"type":34,"value":3910},"Alanna enjoys spending time with her husband and two teenage daughters, has a very eclectic taste in music, and is an obsessive Hamilfan.",{"type":28,"tag":1100,"props":3912,"children":3914},{"id":3913},"fun-facts",[3915],{"type":34,"value":3916},"Fun facts",{"type":28,"tag":1005,"props":3918,"children":3919},{},[3920,3925,3930],{"type":28,"tag":1009,"props":3921,"children":3922},{},[3923],{"type":34,"value":3924},"In college, she won a radio contest for her youngest brother to have dinner with Nickelback. The band spent the entire evening trying to convince her, then 15-year-old, brother to drop out of school.",{"type":28,"tag":1009,"props":3926,"children":3927},{},[3928],{"type":34,"value":3929},"She once spent 3 hours convincing a famous country singer to get off his tour bus to shoot a commercial that her client had contracted him to be in.",{"type":28,"tag":1009,"props":3931,"children":3932},{},[3933],{"type":34,"value":3934},"Her family is a big fan of True Crime, and they binge Crime Junkie on every road trip.",{"title":7,"searchDepth":909,"depth":909,"links":3936},[3937],{"id":3913,"depth":1758,"text":3916},"content:team:alanna-moman-rawden.md","team/alanna-moman-rawden.md","team/alanna-moman-rawden",{"_path":3942,"_dir":3875,"_draft":6,"_partial":6,"_locale":7,"title":3943,"description":3944,"name":3943,"ref":3945,"jobTitle":3946,"team":3946,"images":3947,"linkedIn":3949,"quoteCite":3886,"sequence":3950,"body":3951,"_type":913,"_id":4012,"_source":915,"_file":4013,"_stem":4014,"_extension":918,"category":3875,"minutes":4015},"/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":3948},"alicia-antonow.webp","alicia-a-36459bb5",54,{"type":25,"children":3952,"toc":4010},[3953,3961,3966,3974,3979,3987,3992,4000,4005],{"type":28,"tag":37,"props":3954,"children":3955},{},[3956],{"type":28,"tag":946,"props":3957,"children":3958},{},[3959],{"type":34,"value":3960},"How I Got Into Digital Advertising",{"type":28,"tag":37,"props":3962,"children":3963},{},[3964],{"type":34,"value":3965},"With a background as a nurse, my journey into digital advertising began unexpectedly when I back to Ann Arbor, Michigan. A Google Partner approached me to assist with healthcare content and ads. I quickly discovered a passion for the field, and with Google Ads sales training followed by SEM training, I was hooked.",{"type":28,"tag":37,"props":3967,"children":3968},{},[3969],{"type":28,"tag":946,"props":3970,"children":3971},{},[3972],{"type":34,"value":3973},"What I Love About Paid Search",{"type":28,"tag":37,"props":3975,"children":3976},{},[3977],{"type":34,"value":3978},"Every campaign is like a unique puzzle, even within the same industry. Variations in geography, audiences, and keywords make each project different. I enjoy leveraging the full suite of Google products—Search, Display, Demand Gen, and YouTube—because they work best when integrated. The ever-evolving nature of the work keeps me inspired and challenged.",{"type":28,"tag":37,"props":3980,"children":3981},{},[3982],{"type":28,"tag":946,"props":3983,"children":3984},{},[3985],{"type":34,"value":3986},"Why I Chose MKG Marketing",{"type":28,"tag":37,"props":3988,"children":3989},{},[3990],{"type":34,"value":3991},"I was drawn to MKG Marketing for its people-first culture. The company recognizes that we are all human, with lives outside of work, and fosters a supportive environment that values balance and well-being.",{"type":28,"tag":37,"props":3993,"children":3994},{},[3995],{"type":28,"tag":946,"props":3996,"children":3997},{},[3998],{"type":34,"value":3999},"Fun Facts About Me",{"type":28,"tag":37,"props":4001,"children":4002},{},[4003],{"type":34,"value":4004},"I’m an avid traveler and love immersing myself in different cultures. Before having kids, my husband and I spent at least three months each year exploring the world.",{"type":28,"tag":37,"props":4006,"children":4007},{},[4008],{"type":34,"value":4009},"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":909,"depth":909,"links":4011},[],"content:team:alicia-antonow.md","team/alicia-antonow.md","team/alicia-antonow",1,{"_path":4017,"_dir":3875,"_draft":6,"_partial":6,"_locale":7,"title":4018,"description":4019,"name":4018,"jobTitle":4020,"team":4021,"images":4022,"ref":4024,"linkedIn":4025,"sequence":4026,"body":4027,"_type":913,"_id":4075,"_source":915,"_file":4076,"_stem":4077,"_extension":918,"category":3875,"minutes":909},"/team/avery-davis","Avery Davis","Avery Davis is an Account Superivor here at MKG Marketing.","Account Supervisor","Account Services",{"landscape":4023},"avery-davis.webp","avery-davis","avery-davis-114055191",59,{"type":25,"children":4028,"toc":4072},[4029,4035,4040,4045,4050,4054],{"type":28,"tag":37,"props":4030,"children":4032},{"className":4031},[3892],[4033],{"type":34,"value":4034},"\nAvery began his digital marketing career at a tech startup focused on ID scanning and facial recognition software. In addition to gaining a deep understanding of paid media and analytics, this peaked his interest in cybersecurity and tech in general. He then transitioned to agency life where he specialized in SaaS marketing.\n",{"type":28,"tag":37,"props":4036,"children":4037},{},[4038],{"type":34,"value":4039},"Over the years, Avery has touched a variety of verticals including health and beauty, eCommerce, medical/pharma, education, and more. He is drawn to agency life because of the variety of clients he is able to work with and, in turn, learn from.",{"type":28,"tag":37,"props":4041,"children":4042},{},[4043],{"type":34,"value":4044},"Although he’s touched several areas of digital marketing, Avery feels most at home when doing Account/ Project Management as well as Copywriting.",{"type":28,"tag":37,"props":4046,"children":4047},{},[4048],{"type":34,"value":4049},"As is the theme with many of our staff, Avery was drawn to MKG because of our culture. In Avery’s words “MKG shares the same values as I do in both my professional and my personal life. When I saw that we meshed so well, this was an opportunity I couldn’t refuse!”",{"type":28,"tag":1100,"props":4051,"children":4052},{"id":3913},[4053],{"type":34,"value":3916},{"type":28,"tag":1005,"props":4055,"children":4056},{},[4057,4062,4067],{"type":28,"tag":1009,"props":4058,"children":4059},{},[4060],{"type":34,"value":4061},"Avery is an avid racquetball player. Having first gotten into the sport in college, he’s had lots of fun playing over the years. He tries to get to the court at least once a week.",{"type":28,"tag":1009,"props":4063,"children":4064},{},[4065],{"type":34,"value":4066},"Avery is a hobby bartender and enjoys making, tasting, and learning about different drinks. He’s mainly a Kentucky bourbon guy but also loves Japanese whisky!",{"type":28,"tag":1009,"props":4068,"children":4069},{},[4070],{"type":34,"value":4071},"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":909,"depth":909,"links":4073},[4074],{"id":3913,"depth":1758,"text":3916},"content:team:avery-davis.md","team/avery-davis.md","team/avery-davis",{"_path":4079,"_dir":3875,"_draft":6,"_partial":6,"_locale":7,"title":4080,"description":4081,"name":4080,"ref":4082,"jobTitle":4083,"team":4084,"images":4085,"linkedIn":4087,"quote":4088,"quoteCite":4089,"sequence":4090,"body":4091,"_type":913,"_id":4138,"_source":915,"_file":4139,"_stem":4140,"_extension":918,"category":3875,"minutes":909},"/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":4086},"jared-gerling.webp","jaredgerling","The truth is, most of us discover where we are heading when we arrive.","Calvin (Calvin and Hobbes)",55,{"type":25,"children":4092,"toc":4136},[4093,4098,4103,4108,4113,4118],{"type":28,"tag":37,"props":4094,"children":4095},{},[4096],{"type":34,"value":4097},"Jared's journey into digital marketing started with answering a classified ad for a company looking for people with writing backgrounds for a position in SEO. As a graduate of Michigan State University with a degree in Creative Writing, this sounded like the perfect opportunity.",{"type":28,"tag":37,"props":4099,"children":4100},{},[4101],{"type":34,"value":4102},"This small agency taught him SEO from the ground up, and, after taking a break from digital marketing to receive his MA from DePaul University, Jared jumped back into the field at a medium-sized agency out of Chicago as an SEO analyst.",{"type":28,"tag":37,"props":4104,"children":4105},{},[4106],{"type":34,"value":4107},"Since then, Jared has worked for large and small marketing agencies for over a decade, providing expert SEO services in almost every industry that has a website on the internet. And with his background in writing, Jared feels most at home in the content and customer facing side of SEO and digital marketing.",{"type":28,"tag":37,"props":4109,"children":4110},{},[4111],{"type":34,"value":4112},"It was first and foremost the people that drew Jared to MKG. Everyone at MKG has been so in tune with his values and his personality, and they've made his time at MKG easily the best experience of his career.",{"type":28,"tag":37,"props":4114,"children":4115},{},[4116],{"type":34,"value":4117},"Fun Facts:",{"type":28,"tag":1005,"props":4119,"children":4120},{},[4121,4126,4131],{"type":28,"tag":1009,"props":4122,"children":4123},{},[4124],{"type":34,"value":4125},"I love to travel with my wife. We've been to many incredible places over the years, and are always on the lookout for our next destination.",{"type":28,"tag":1009,"props":4127,"children":4128},{},[4129],{"type":34,"value":4130},"I was a college rower in my younger days. I rowed mostly eights as a port, and competed against some of the best schools in the nation...and lost to most of them.",{"type":28,"tag":1009,"props":4132,"children":4133},{},[4134],{"type":34,"value":4135},"I love a really good French Martini.",{"title":7,"searchDepth":909,"depth":909,"links":4137},[],"content:team:jared-gerling.md","team/jared-gerling.md","team/jared-gerling",{"_path":4142,"_dir":3875,"_draft":6,"_partial":6,"_locale":7,"title":4143,"description":4144,"name":4145,"jobTitle":4146,"images":4147,"ref":4149,"sequence":4150,"imageDescription":4151,"body":4152,"_type":913,"_id":4204,"_source":915,"_file":4205,"_stem":4206,"_extension":918,"category":3875,"minutes":909},"/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":4148},"kathy-obrien.webp","kathy-obrien",80,"Kathy O’Brien, MKG Marketing’s Executive Assistant, in front of a gray background | MKG Marketing",{"type":25,"children":4153,"toc":4201},[4154,4160,4165,4174,4179,4183],{"type":28,"tag":37,"props":4155,"children":4157},{"className":4156},[3892],[4158],{"type":34,"value":4159},"\nKathy loves details and has managed the finer details of business her entire career.  She started her career in Center City, Philadelphia working for several law firms.  After she was married and had her first son, she left the bustling city to work closer to home at an international publishing company.  In 1994, Kathy and her husband Bill moved with their two sons to Charlotte, North Carolina.  They eventually completed their family with two more boys born in Charlotte.\n",{"type":28,"tag":37,"props":4161,"children":4162},{},[4163],{"type":34,"value":4164},"In 2000 they relocated to Chester County, a suburb of Philadelphia. After a hiatus and four sons, Kathy returned to work in Chester County. This time, she gave retail a whirl so that she could be home when her school age boys were home. She quickly found out Ann Taylor was employing one of their best customers. Kathy then spent the following 10+ years in the Non-Profit arena where she did whatever needed to be done to further the mission. No job was too big, small, or unimportant to tackle.",{"type":28,"tag":4166,"props":4167,"children":4168},"blockquote",{},[4169],{"type":28,"tag":37,"props":4170,"children":4171},{},[4172],{"type":34,"value":4173},"Be faithful in small things because it is in them that your strength lies.\nMother Teresa",{"type":28,"tag":37,"props":4175,"children":4176},{},[4177],{"type":34,"value":4178},"By February 2020, Kathy was eager to build something for herself and her family. She set off on a new adventure of starting her own business when she was connected with Kerry, Mike, and MKG. Having commuted and worked outside of the home for 10+ years, she was ready to work from home and have a better life balance. She followed the rainbow and found MKG in her pot of gold. MKG is like no other firm or organization for which Kathy has worked. Their standard of people first is evident in every team member, every decision, every meeting, every interaction. They live their standard.",{"type":28,"tag":1100,"props":4180,"children":4181},{"id":3913},[4182],{"type":34,"value":3916},{"type":28,"tag":1005,"props":4184,"children":4185},{},[4186,4191,4196],{"type":28,"tag":1009,"props":4187,"children":4188},{},[4189],{"type":34,"value":4190},"Kathy’s dislikes: fruit & chocolate together and Tuesday.",{"type":28,"tag":1009,"props":4192,"children":4193},{},[4194],{"type":34,"value":4195},"Family: Kathy met her husband Bill in Wildwood, New Jersey after their high school graduations during “Senior Week”. They have 4 sons and 2 grandsons. There hasn’t been a girl born in the O’Brien family in 32 years! You will often hear Kathy saying her boys are the best 4 gifts she’s ever been given.",{"type":28,"tag":1009,"props":4197,"children":4198},{},[4199],{"type":34,"value":4200},"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":909,"depth":909,"links":4202},[4203],{"id":3913,"depth":1758,"text":3916},"content:team:kathy-obrien.md","team/kathy-obrien.md","team/kathy-obrien",{"_path":4208,"_dir":3875,"_draft":6,"_partial":6,"_locale":7,"title":20,"description":4209,"ref":4210,"name":20,"team":3880,"quote":4211,"images":4212,"twitter":4214,"isLeader":3884,"jobTitle":4215,"linkedIn":4214,"sequence":4015,"quoteCite":4216,"imageDescription":4217,"body":4218,"_type":913,"_id":4266,"_source":915,"_file":4267,"_stem":4268,"_extension":918,"category":3875,"minutes":4015},"/team/kerry-guard","Meet Kerry Guard, one of MKG Marketing’s founders. She currently fills the role of CEO of MKG as well as hosting the podcast, Back on T-R-A-C-K.","kerry-guard","I don’t have to chase extraordinary moments to find happiness — it’s right in front of me if I’m paying attention and practicing gratitude.",{"landscape":4213},"kerry-guard.webp","kerryguard","Founder & CEO","Brené Brown","Kerry Guard, MKG Marketing’s Owner/CEO, stands on a street in Guernsey with the Town Church behind her | MKG Marketing",{"type":25,"children":4219,"toc":4263},[4220,4226,4238,4251,4255],{"type":28,"tag":37,"props":4221,"children":4223},{"className":4222},[3892],[4224],{"type":34,"value":4225},"Kerry Guard (she/her) is a mom of twins - boy and a girl. She understands what work life balance really looks like and is on a mission to build a company that honors parents having a career and a life. She’s out to prove you really can have both with policies like ensuring 20 days of vacation each year, no client emails after 6PM or weekends, unlimited sick days, and everyday flexibility.",{"type":28,"tag":37,"props":4227,"children":4228},{},[4229,4231,4236],{"type":34,"value":4230},"She also hosts our podcast, ",{"type":28,"tag":1453,"props":4232,"children":4234},{"href":4233},"/podcasts/marketing-leaders/",[4235],{"type":34,"value":16},{"type":34,"value":4237},", which brings eight digital marketing experts to your ears every quarter.",{"type":28,"tag":37,"props":4239,"children":4240},{},[4241,4243,4249],{"type":34,"value":4242},"Kerry is responsible for HR. If you’d like to join MKG where people are first and your expertise matter, Kerry will be with you through the entire interview process ensuring each candidate meets the necessary requirements and gets a fair shot. Want to join MKG and Kerry’s mission of bringing People First to as many people as possible? Check out our ",{"type":28,"tag":1453,"props":4244,"children":4246},{"href":4245},"/about/jobs/",[4247],{"type":34,"value":4248},"Jobs page",{"type":34,"value":4250}," and see if we have a position right for you!",{"type":28,"tag":1100,"props":4252,"children":4253},{"id":3913},[4254],{"type":34,"value":3916},{"type":28,"tag":1005,"props":4256,"children":4257},{},[4258],{"type":28,"tag":1009,"props":4259,"children":4260},{},[4261],{"type":34,"value":4262},"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":909,"depth":909,"links":4264},[4265],{"id":3913,"depth":1758,"text":3916},"content:team:kerry-guard.md","team/kerry-guard.md","team/kerry-guard",{"_path":4270,"_dir":3875,"_draft":6,"_partial":6,"_locale":7,"title":4271,"description":4272,"name":4271,"ref":4273,"jobTitle":4274,"team":3946,"images":4275,"linkedIn":4277,"sequence":4278,"body":4279,"_type":913,"_id":4330,"_source":915,"_file":4331,"_stem":4332,"_extension":918,"category":3875,"minutes":909},"/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":4276},"leigh-snyder.webp","leighasnyder",50,{"type":25,"children":4280,"toc":4327},[4281,4287,4292,4297,4302,4307,4312,4317,4322],{"type":28,"tag":37,"props":4282,"children":4284},{"className":4283},[3892],[4285],{"type":34,"value":4286},"\nLeigh has over 15 years of experience of managing Paid Search campaigns. She started her career at Solid Cactus, a full service eCommerce agency in Wilkes Barre Pennsylvania. Having no experience in Paid Search, she learned as she went, starting out in the earlier days of Google Adwords, when Adwords Editor wasn't even being used yet.\n",{"type":28,"tag":37,"props":4288,"children":4289},{},[4290],{"type":34,"value":4291},"Leigh loves to create accounts and watch them grow, even more she loves to take a poorly performing account and turn it around. Watching the KPIs increase from changes she has made or new ideas she implements, keeps her career exciting.",{"type":28,"tag":37,"props":4293,"children":4294},{},[4295],{"type":34,"value":4296},"Managing a wide variety of accounts that include local car dealerships, worldwide clothing stores, online supplement shops to plastic surgeons and much much more, Leigh brings a vast knowledge of creative ways in managing accounts.",{"type":28,"tag":37,"props":4298,"children":4299},{},[4300],{"type":34,"value":4301},"While working the majority of her career in local offices, the options for expanding her career were becoming less and less. She decided to apply for a remote job (before it was the norm) and was able to get experience that wasn't as prevalent in the smaller area in which she resides.",{"type":28,"tag":37,"props":4303,"children":4304},{},[4305],{"type":34,"value":4306},"After working from home for the past 6 years the opportunities kept coming and when MKG reached out to her, she knew that there was something special about them and decided to take the leap. The people first environment is not just talked about here, but it is practiced everyday. MKG Marketing is unlike anywhere she has ever worked.",{"type":28,"tag":37,"props":4308,"children":4309},{},[4310],{"type":34,"value":4311},"Outside of work, Leigh enjoys spending time with her husband Dustin, their blended family (Emma, Casey, Jake & Brayden) and their dog Millie.",{"type":28,"tag":37,"props":4313,"children":4314},{},[4315],{"type":34,"value":4316},"The kitchen is where you will always find her, she loves to cook and bake all things Gluten Free and no one ever knows. When they are not at a swim meet or a baseball game they love swimming in their pool, long walks on the local trails, renovating their house and binging shows.",{"type":28,"tag":1100,"props":4318,"children":4319},{"id":3913},[4320],{"type":34,"value":4321},"Fun Facts",{"type":28,"tag":37,"props":4323,"children":4324},{},[4325],{"type":34,"value":4326},"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":909,"depth":909,"links":4328},[4329],{"id":3913,"depth":1758,"text":4321},"content:team:leigh-snyder.md","team/leigh-snyder.md","team/leigh-snyder",{"_path":4334,"_dir":4335,"_draft":6,"_partial":6,"_locale":7,"title":4336,"description":4337,"name":4336,"imageDescription":4338,"ref":4339,"jobTitle":4340,"images":4341,"linkedIn":4339,"quote":4343,"quoteCite":4336,"sequence":1367,"body":4344,"_type":913,"_id":4418,"_source":915,"_file":4419,"_stem":4420,"_extension":918,"category":4335,"minutes":4015},"/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":4342},"celeste-jacroux.webp","A great product doesn't win on its own. It wins when the story, the strategy, and the sales motion all pull in the exact same direction.",{"type":25,"children":4345,"toc":4415},[4346,4359,4364,4376,4382],{"type":28,"tag":37,"props":4347,"children":4349},{"className":4348},[3892],[4350,4352,4357],{"type":34,"value":4351},"\nCeleste Jacroux is a Go-to-Market architect for companies ready to graduate from \"random acts of marketing\" to a predictable revenue engine. 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