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Generative engine optimization: What we know so far

ai-hidden, Artificial Intelligence
June 2, 2025/by
Generative engine optimization: What we know so far SEO is changing. We’re entering a new era of search — the AI age — and with it comes generative engine optimization (GEO), the practice of optimizing content for AI-driven engines such as ChatGPT or Perplexity. If we want our content to reach the right people, we need to adapt. There’s no need to throw out the SEO principles you’ve spent decades learning. Much of GEO is an extension of these techniques — and it’s not as scary as it sounds. Let’s take a look at what we know about GEO so far. Table of Contents What is generative engine optimization? GEO vs. SEO Why is GEO important? How does generative engine optimization work? How to Do Generative Engine Optimization Tips for Navigating the Generative SEO Landscape Generative Engine Optimization FAQ The good news for SEO is that generative engines pull information directly from web content (as well as other sources) to deliver responses to user queries. They use large language models (LLMs) to make sense of the information scraped and provide coherent, relevant answers. ChatGPT, Perplexity AI, and Google AI Search are all examples of generative engines. Generative engines work by: Interpreting a user’s query. Leveraging personal data it may have on the user, such as preferences or conversation history. Searching to find relevant answers to the query Synthesizing information from these documents...
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Creating a B2B buyer journey map in 8 steps

The Buyer's Journey
June 1, 2025/by
Creating a B2B buyer journey map in 8 steps When I started working with B2B companies, I quickly realized that understanding how your customers make purchasing decisions is just as important as knowing your product inside and out. This is where a B2B buyer journey map becomes an invaluable asset. A well-crafted buyer journey map provides valuable insight into your potential customers‘ decision-making process. It helps you identify opportunities to nurture leads and ultimately drive more product sign-ups. This post offers an 8-step approach that consistently delivers results. But before then, let’s run through the basics. Table of Contents What is a B2B buyer journey map? Benefits of B2B Buyer Journey Mapping How to Create a B2B Buyer's Journey Map Putting Your Journey Map to Work Tool to Support Your Mapping Process What is a B2B buyer journey map? A B2B buyer journey map is a visual representation of potential customers' path from the moment they recognize a problem to the point where they choose your solution. Unlike B2C journeys, B2B buying processes typically involve multiple stakeholders, longer decision timelines, and more complex considerations. Your map should capture each touchpoint where prospects interact with your business, from initial awareness through consideration, decision-making, onboarding, and beyond. This holistic view ensures you're not missing critical opportunities to influence the buying decision. Benefits of B2B Buyer Journey Mapping Creating a comprehensive buyer journey map delivers...
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KPI dashboards & how to use them in your marketing

Marketing Reporting
June 1, 2025/by
KPI dashboards & how to use them in your marketing I’ll never forget the first time someone asked me for a marketing performance update. I had six messy spreadsheets open, no clear narrative, and no KPI dashboard to tie it all together. I had the numbers, technically … but not the clarity. I wasn’t even sure which metrics mattered most. That’s when I started building my first KPI dashboard, and everything changed. Since then, I’ve used KPI dashboards to track everything from campaign performance to quarterly revenue targets, and I’ve learned what works (and what really doesn’t). In this post, I’ll walk you through how to build a KPI dashboard (including my favorite free template), the benefits I’ve seen firsthand, and the tools I recommend if you’re just getting started. Table of Contents What is a KPI dashboard? How to Create a KPI Dashboard 5 Best KPI Dashboard Software to Use KPI Dashboard Examples KPI Dashboard Excel Templates Every department from sales to operations needs a dashboard, and dashboards are especially helpful for marketing. Between about a dozen online channels to consider (plus offline marketing efforts), numerous elements go into creating and sustaining a healthy marketing ecosystem. I’ve personally used KPI dashboards to track everything from lead quality to campaign ROI — and the biggest win is peace of mind. No more scrambling to find data in five different tools. And when you’re in the thick of a launch...
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Forget Photoshop: Google AI Studio is the new editing powerhouse

Uncategorized
May 29, 2025/by
Forget Photoshop: Google AI Studio is the new editing powerhouse Image editing used to mean opening Photoshop, wading through complex tools, and spending hours on tedious fixes. I've been there. It was frustrating and a massive bottleneck. Today, AI is changing everything. With Google Gemini's new flash model, all you have to do is upload an image and describe what you want changed, all in text. Then, Google AI Studio handles the rest, editing your image. The best part? This tool is completely free. This is a game-changer for marketers who need quality visuals at scale. The speed at which we can now iterate is mind-blowing, and I'm obsessed with how it can democratize creative work across teams. Here’s how. Setting Up Google AI Studio If you don‘t love graphic design or using editing tools, working with images feels like a time sink. I’ve been there. Trying to remember Photoshop shortcuts while deadlines loom is stressful. But, Google Gemini 2.0‘s new flash model is bimodal, meaning you can upload images and text. The AI’s ability to understand both formats lets you edit any image just by typing. This is a massive productivity win for marketers who need to iterate quickly. Here's how it works: First, head over to Google AI Studio. When you land, you'll get a pop-up asking if you have an API key or if you want to use Google Gemini. Choose Gemini. Next, select the new Gemini 2.0 Flash preview from the menu on...
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How AI assistants can make you 10x more productive: A step-by-step guide

Uncategorized
May 29, 2025/by
How AI assistants can make you 10x more productive: A step-by-step guide Let‘s be honest: AI assistants aren’t just for executives anymore. They're the secret weapon that can make you 10x more productive than everyone else in your company. I‘ve been testing AI assistants obsessively over the past few months. I’ve found that, with the right setup, they can transform how you work. During that process, I developed two game-changing AI assistants, with one focused on strategic project work and another on handling executive assistant tasks. Below, I'll break down my prompts and then compare the major players — Google Gemini, Claude, and ChatGPT — so you can pick the perfect AI assistant for your specific needs. Let’s dive in. Everything starts with your folders. Let‘s start with something nobody talks about but is absolutely critical: your folder structure. It’s not flashy. However, this mundane step will save you time when setting up AI assistants. In my role at HubSpot, I manage three pods. For each pod, I only have two folders. One folder has my strategy docs, like road maps and memos. The other contains all my meeting transcripts — every Zoom call, every brainstorming session, and every check-in. To automate this, I use Zaps. So, every time a meeting ends, it just zaps the transcript into the right folder. This sorting system isn't just about tidying up and staying organized. I’m actually building the foundation for my AI assistants to thrive. My strategy folder will train...
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Turn your power users into creators (and vice versa)

Uncategorized
May 26, 2025/by
Turn your power users into creators (and vice versa) One of the most powerful — but least used — aspects of social media is its ability to turn customers into community. Today’s master has a lot to say about how social, community, and customer marketing all work together as one. And as our 15-minute interview stretched into a 90-minute coffee chat, folks, it got really hard to distill it down into only three lessons. But if your role touches on any of those areas, you’re going to want to see what Katie Parkes has to say. Katie Parkes Director of Social, Community, and Customer Marketing for Apollo.io Fun Fact: Katie competed nationally for Canada in figure skating and plays a dwarven fighter named Barbara Wild in D&D. Claim to Fame: Founding member of Shopify's enterprise marketing team. She's told the stories of some of the fastest-growing ecommerce brands (like Allbirds, Knix, and Chubbies), grew Shopify's social media audience by 270% in one year, and tripled listenership for Shopify’s enterprise podcast. (She also moonlights as a toddler brand strategist, rebranding broccoli as “dinosaur trees” and spinach as “Hulk leaves.”) Lesson 1: Make YouTube your hero. Since Katie Parkes heads up social and community, you probably expect her gaze to be locked on TikTok or Reddit, right? But when I ask her which marketing channel she’d pick if she were only allowed just one… she doesn’t even take a breath before blurting out, “YouTube.” “YouTube is poised...
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How much does AI cost? Here are the industry averages

ai-hidden, Artificial Intelligence
May 22, 2025/by
How much does AI cost? Here are the industry averages I first tested AI tools in 2019 to automate repetitive parts of my workflow. It seemed like the perfect solution: Let the code execute the manual stuff I was too bored to do. However, I quickly discovered hidden costs to everything I did. My automation script needed a server to live on. The server needed maintenance and monitoring. And if the backend APIs changed, my script would no longer work. AI today has similar overhead costs, but at a far greater scale. For instance, Sam Altman recently tweeted that saying “yes” and “please” to ChatGPT cost tens of millions of dollars in computing resources. This got me thinking: How much does AI cost businesses, and when does it make sense to integrate AI? In this article, I’ll walk you through different kinds of AI models and how much AI solutions cost based on the model type. Whether you’re a startup founder, an SMB, or an enterprise business, you’ll learn how to budget for AI in your company. Table of Contents How much does AI cost? How is pricing determined for AI? How much should you spend on AI in your business? How much does AI cost? AI costs vary widely depending on the type of solution, business model, data quality, model variant, usage patterns, and more. Let’s break down the cost of AI based on four commonly used AI model types. The...
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The content demand engine that every business needs but no one uses, from Morning Brew’s CEO

Uncategorized
May 22, 2025/by
The content demand engine that every business needs but no one uses, from Morning Brew’s CEO I cofounded Morning Brew in 2015. Since then, the content landscape has transformed into an even more competitive arena. The cost of paid acquisition has skyrocketed. Content differentiation has become harder than ever, especially when AI can write generic posts in seconds. The result is a sea of sameness — 101-level blog posts, cringy trade show booths, outreach emails offering free AirPods if you listen to a pitch, and aggressive marketing drip campaigns. So, how can you stand out in a world of limited attention and high demand? Marketing teams need to build trust and provide their audience content with real value. You can make that happen with an ICP-focused content demand engine. I’ll explain the exact process we run at my new business, storyarb, to build audience, establish trust, and drive demand for high-growth B2B businesses. How to Craft a Content Demand Engine Step 1: Define your market of one. Start by asking yourself, who is your market of one? This is similar to your ideal customer profile (ICP), but even more specific. Envision a real, individual person who needs the product or service that your company offers. Then ask: What are their needs? What challenges do they face? How can you provide them with something truly valuable? As the chairman of storyarb, my market of one is Bruno Estrella, head of marketing at software...
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