Only 9% of B2B CMOs start their software search on Google, but 72% use it later to background-check vendors already on their shortlist. Wynter’s 2026 CMO buying report has a number that most people will skip past on their way to the AI headline. Here it is: 72% of B2B SaaS CMOs still use Google … Read more
The 90-Minute Visibility Audit Most B2B Teams Have Never Run
Marketing Baby
A 90-minute audit across eight platforms will show you exactly where your brand is visible, invisible, and losing to competitors in the places buyers actually search. SparkToro and Datos just published research analyzing search behavior across 41 major websites. The headline number: Google accounted for roughly 74% of desktop searches in Q4 2025 when you … Read more
Stop Trying to Be AI’s Top Pick
Marketing Baby
B2B buyers remember brands that win AI search comparisons, not brands that win AI search recommendations, and the distinction should change how you create content. A recent survey from HubSpot’s Marketing Against the Grain asked over 200 B2B decision-makers how they engage with AI search results. One finding stood out: 42% of buyers said that … Read more
Google Became the Verification Layer and Nobody Updated Their Dashboards
Discovery moved to AI, verification stayed on Google, and most SEO dashboards are still measuring the wrong room. Last quarter, an SEO lead at a Series C infrastructure company watched their informational traffic drop 30%. Their board deck had a red arrow next to organic. The CMO started asking hard questions about headcount. Meanwhile, demo … Read more
YouTube’s 62 Billion View Dataset Has a Hidden B2B Problem
A 62-billion-view YouTube study reveals what drives virality, but for B2B, the most important insight is the one the data doesn’t measure: trust. The team at 1of10 just published one of the largest YouTube performance studies ever conducted: 300,000+ videos, 62.6 billion views, hundreds of variables. The findings on titles, thumbnails, video length, and emotion … Read more
AEO Tactic: Hijacking Competitor Conversations
Here is a masterful example of a AEO tactic out in the wild: Someone at a growing B2B company opens ChatGPT. They already use Gusto for payroll. Now they need a PEO. Reasonable question: “Should I use Gusto for a PEO if I already use them for payroll?” ChatGPT’s answer? Gusto isn’t a PEO. It … Read more