Here's a short presentation on how to calculate return on marketing investment. It's heavily oversimplified but the principle is simple - do a back of the envelope calculation before you start spending money, particularly if looking at a new system that only promises an uplift (rather than a significant change in performance).
↓ BJREES-formulaWhat six months of measuring my own AEO visibility actually showed
I tracked my own AEO visibility for six months. FAQ schema and verbatim question matching didn't move it, and the reason isn't the content.
People - the True Heart of Decent Marketing
My talk at The Marketing Meetup's Cambridge chapter argued that AI visibility is a brand problem, not a content problem, backed by 5,095 real citation checks showing two published articles that never moved a single query they were written for.
Most B2B marketing revenue doesn't come from discovery. It comes from people who already know you.
Most early-stage B2B revenue traces back to people you already knew, not to search or campaigns. Relationship-mediated buying is the main mechanism, and marketing strategy should be built around it.
Testing whether I should reuse old content
I fit a hierarchical Bayesian model to test whether retitling old content for AI citation works, and a robustness check collapsed the one clean result it found.