What's Changing
When your customer's buyer moves on, the relationship stays behind
What happens when a key customer contact leaves? The account often survives, but the relationship doesn't transfer. What the successor needs to see.
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Shifts in search, AI, and buyer behavior that change what your website has to do.
Posts in What's Changing
What's Changing
CPQ for manufacturers: what it fixes, and what it does not
What CPQ for manufacturers actually fixes in quoting, what it will not do for quote volume, and the website connection most implementations skip.
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What's Changing
Engineering marketing: engineers screen you out
Engineering marketing has to survive a screening most firms never see. Engineers rule you out on specifications long before anyone fills in a form.
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What's Changing
How to get your company cited by ChatGPT (and other AI assistants)
How to get cited by ChatGPT and other AI assistants: the steps that make your company one an AI can read, trust and name when a buyer asks.
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What's Changing
What is answer engine optimization (AEO), and why B2B companies can't ignore it
Answer engine optimization (AEO) is getting your company read and cited by AI answers, not just ranked links. What it is, and why B2B buyers make it matter.
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What's Changing
Your Google Business Profile is how buyers find you without a referral
The buyers who don't have a referral find you through search. Here's how Google Business Profile optimization gets an industrial company found and chosen.
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What's Changing
Will AI recommend your company? It depends on what your website says.
Buyers now ask AI to compare vendors, and it answers by reading your website. Here's how to rank in AI search and be the company it quotes.
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