A second visit to the Centre for Computing History
Second trip to Cambridge's Centre for Computing History in a few weeks, this time just to be in the room with the machines.
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.
GEO vs AEO: Why the Distinction Matters
AEO gets your content surfaced in AI-generated answers today; GEO shapes what AI systems already believe about your brand before the query is ever asked. For B2B buyers researching over weeks or months, ignoring GEO is the costlier mistake.
Brand visibility is now a Bayesian problem
How does brand affect AI search visibility? It's a Bayesian problem: if the model's prior on your brand is weak, no content strategy will fix it in the short term.
What a 2019 NLP paper tells us about getting recalled by AI
What a 2019 BERT paper by Petroni et al. reveals about how AI models store and recall facts - and why most brand content is optimised for the wrong thing.
Most B2B marketers are optimising for the wrong audience
AI Visibility Is a Layered Problem
Before a brand can appear in an AI answer, it must first be legible to the system. A six-layer model for what that actually requires.
How My Approach to Marketing Differs from the Standard Playbook
You need to do something different to be seen
AEO Visibility Decays Faster Than SEO
Generative search engines regenerate answers dynamically, so AI visibility decays far faster than SEO rankings ever did. Here's a framework for monitoring it.
Brand is how you impact GEO
Brand impact has always been hard to measure. Generative engines, which have to synthesise a point of view, finally make it visible.
Why GEO Matters More Than SEO: Shaping What AI Says About You
Generative engines produce answers, not link lists. If your brand isn't embedded in those answers, you're invisible regardless of your SEO.
The Value of Positioning Statements for an Evolving Product
Slaying a few marketing myths
Balance and Flow
B2B marketing help
Why HR is the Most Important Department in your Business
Not sales, not marketing, not engineering. The department with the broadest impact on a company's success is HR, done properly.
Review: "Subscribed" by Tien Tzuo
Brand Amplifiers
Why B2B brand matters more than performance marketing: the peripheral, unmeasurable activities that build trust can't be justified by ROI, and don't need to be.
To learn about the "Buyer Process" try buying something
If a Brewery Can Innovate, So Can You
Your People Are Your Customer Experience
Guerilla Marketing for Startups - An Example
Why Measuring Marketing ROI is Like Trying to Measure Employee ROI - Impossible!
The Need to Constantly Change in Marketing
Keeping an Eye on The Competition
SaaS Product Management, Lovefilm and Getting Stale
Why Product Managers Often Aren’t Great at Marketing
Book Review: Positioning by Al Ries and Jack Trout
How to position a B2B company in a crowded market: a review of Ries and Trout's Positioning, and why finding the hole in an over-communicated market matters more today than in 1981.