Strategy

The AI SEO Guide: How to Get Your Content Cited in Perplexity, Gemini, and ChatGPT

As the internet shifts toward AI-powered answers, being cited as a source is the new SEO gold. Perplexity, Gemini, and other generative AI tools are designed to provide concise, factual answers by synthesizing information from trusted web pages. To succeed, your content must be structured for machine readability while remaining valuable for human readers. What […]

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How do I optimise my website to show in AI results?

Strategy

Once upon a time, there was just Google… For years, ranking on Google was the dream. Keywords here, backlinks there, a sprinkle of alt text, and boom, page one. But 2025 has entered the field, and suddenly your best-performing blog post from 2019 is buried behind an AI summary that doesn’t even link to you.

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GTM Engineering: the new operating model for B2B growth

B2B Marketing, GTM, Strategy

I recently wrote about Clay securing a $100m investment in its business and how this phenomenal new business was changing the sales landscape. When once marketing and sales drives growth, GTM Engineering now leads. Its explosive rise isn’t a trend, it’s a shift in mindset, structure, and results. Why traditional GTM is losing momentum •

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Closing B2B tech deals in 2025 – It’s not broken, it’s evolving

Strategy

The modern B2B buyer isn’t necessarily harder to reach, they’re just harder to fool. B2B tech sales used to be a dance. Marketing warmed the lead, sales swooped in, demoed the product, sent a proposal, and boom – deal signed. Today, you might not even speak to a human until they’ve already Googled your competitors,

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Model Context Protocols (MCPs) – the new operating layer for AI

B2B Marketing, GTM, Strategy

It’s no longer enough for large language models (LLMs) like ChatGPT or Claude to simply generate well-written email responses and create content. The future of enterprise AI is about context, execution, and action. That’s where Model Context Protocols (MCPs) come in: an open, elegant solution that turns AI models into connected, context-aware systems capable of

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What is an MCP and how it can grow your business

B2B Marketing, GTM, Strategy

One of the most significant developments in the evolution of AI systems, particularly large language models (LLMs), is the introduction of the Model Context Protocol (MCP). Designed as an open standard and supported by an open-source framework, MCP streamlines the way AI models interface with external tools, systems, and data sources. Rather than treating these

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The game has changed – and not in your favour

B2B Marketing, Strategy

Two years ago, your Google and LinkedIn ads were printing leads. Now? You’re shoveling budget into the void, praying something converts. You’re posting, podcasting, publishing, and still, your pipeline’s barely trickling. So what happened? The Brutal Truth: 5 reasons your marketing ROI has collapsed 1. Everyone sounds the same – Including you The market is

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How to Double Your Revenue Without Spending More on Marketing

Strategy

I’m not sure I should be sharing this with everyone but… I’ve finally cracked something that’s been holding B2B tech businesses back for years. A formula that, when applied properly, can double your revenue, without increasing your marketing budget by a single cent. But (and its a big but), it only works if you fix

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The changing face of search: how AI is rewriting the rules

B2B Marketing, GTM, Strategy

Once upon a time, being “findable” online meant owning a good chunk of Google’s real estate. You optimized for keywords, earned backlinks, and hoped your carefully crafted meta descriptions would win the click. But as we step deeper into an AI-driven world, where zero-click results, generative AI answers, and conversational interfaces are reshaping the search funnel, that

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How do I calculate ROI on my GTM strategy?

GTM, Strategy

As a growth-focused B2B tech leader, you’ve probably asked yourself: “Is all this GTM planning actually worth it?” You’re not alone, and it’s a fair question. In the early stages, momentum often comes from the hustle and who you know. But to scale efficiently, you need to take it further than that. By getting your

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Win customers, secure funding and scale with confidence

B2B Marketing, GTM, Strategy

People often ask how we work with clients. It can seem like a loaded question but like most successful principles in business as in life, it’s normally simple. The art and science is applying our experience to cut through the noise, clarify that which feels complex, then create a clear plan of how to get

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Why software buyers click, then vanish

Strategy

Last week, I met with the CEO and CMO of a promising building asset management software company. Their core product creates digital twins of commercial buildings, enabling smoother handovers from construction teams to facilities management teams, and streamlining long-term maintenance. When building owners or operators inherit a new facility, the handover is messy. Critical system

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