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Frequently asked questions

Plain answers, in the order people actually ask them. For anything deeper, every answer links to the page that covers it properly.

AI search and answer engines

When a buyer asks an AI assistant who to work with, how do you end up in the answer?

How AI Search Is Changing the Way B2B Buyers Find Vendors

What is answer engine optimization (AEO)?How AI Search Is Changing the Way B2B Buyers Find VendorsWhat is the difference between AEO and SEO?How AI Search Is Changing the Way B2B Buyers Find VendorsHow does answer engine optimization work?How AI Search Is Changing the Way B2B Buyers Find VendorsWhy does an AI assistant name some companies and not others?What Answer Engine Optimization Actually Means for a B2B CompanyWhere should a company start with answer engine optimization?What Answer Engine Optimization Actually Means for a B2B Company

Content syndication and cost per lead

How does a white paper actually reach buyers, and what do you pay for a lead?

Why B2B Content Needs a Distribution Plan, Not Just a Publish Button

What is content syndication?Why B2B Content Needs a Distribution Plan, Not Just a Publish ButtonWhat is content syndication in marketing?Why B2B Content Needs a Distribution Plan, Not Just a Publish ButtonHow does content syndication work?Why B2B Content Needs a Distribution Plan, Not Just a Publish ButtonHow is content syndication billed?Why B2B Content Needs a Distribution Plan, Not Just a Publish ButtonHow does a white paper turn into a list of named readers?Content Syndication in B2B Marketing, Without the JargonWhat counts as a lead in a cost per lead campaign?Measuring a Cost-Per-Lead Campaign Without Fooling YourselfHow do you know if a cost per lead campaign actually worked?Measuring a Cost-Per-Lead Campaign Without Fooling YourselfHow do you compare lead sources fairly?Measuring a Cost-Per-Lead Campaign Without Fooling Yourself

Programmatic and paid media

How does automated ad buying work in B2B, and does your company need it?

What Is B2B Programmatic Advertising, and Does Your Company Actually Need It?

What is B2B programmatic advertising?What Is B2B Programmatic Advertising, and Does Your Company Actually Need It?What are the types of B2B advertising?Digital Advertising for B2B. A Beginner’s GuideWhat does digital advertising actually do for a B2B company?Digital Advertising for B2B. A Beginner’s GuideWhat is account based targeting on LinkedIn?Digital Advertising for B2B. A Beginner’s GuideHow should a B2B company budget for ads, and how long should a test run?Digital Advertising for B2B. A Beginner’s GuideWhat are the most common ways B2B ad budgets get wasted?Digital Advertising for B2B. A Beginner’s Guide

Trade shows and events

Your buyers are in one building for three days. How do you reach them without a booth?

How Geofencing Helps You Reach Buyers at Trade Shows and Industry Events

How does geofencing work for trade shows?How Geofencing Helps You Reach Buyers at Trade Shows and Industry EventsWhat is geofencing?How Geofencing Helps You Reach Buyers at Trade Shows and Industry Events

B2B data

What is actually in an exhibitor list, and what can a sales team do with it?

Trade Show Exhibitor Data: What It Actually Is and How B2B Teams Use It

What is trade show exhibitor data?Trade Show Exhibitor Data: What It Actually Is and How B2B Teams Use ItWhat are custom B2B data services?Trade Show Exhibitor Data: What It Actually Is and How B2B Teams Use ItIs our target list good enough to advertise against?Digital Advertising for B2B. A Beginner’s Guide

LinkedIn and social

Did the LinkedIn algorithm change for company pages?

Why Your Company’s LinkedIn Page Is Losing Reach, and What Works Instead

Should we post from the company page or from a person’s profile?Why Your Company’s LinkedIn Page Is Losing Reach, and What Works InsteadIs a LinkedIn company page still worth keeping?Why Your Company’s LinkedIn Page Is Losing Reach, and What Works Instead

How B2B buyers decide

What is dark social, and what is the dark funnel?

The B2B Buying That Happens Before Anyone Ever Fills Out a Form

Why can’t analytics show where B2B buyers really came from?The B2B Buying That Happens Before Anyone Ever Fills Out a FormWhat kind of content works when buying happens out of sight?The B2B Buying That Happens Before Anyone Ever Fills Out a Form

Client relationships

Why do clients ghost instead of saying no?

When Did We Go From Ghosting in Real Life to Ghosting in Business?

What does client ghosting cost a business?When Did We Go From Ghosting in Real Life to Ghosting in Business?What should you do when a client ghosts you?When Did We Go From Ghosting in Real Life to Ghosting in Business?

Working with Media Gen

Who does Media Gen work with?

How Geofencing Helps You Reach Buyers at Trade Shows and Industry Events

How do we start?How Geofencing Helps You Reach Buyers at Trade Shows and Industry Events