Archive March 31, 2026

What Google and Microsoft patents teach us about GEO

By in Artificial Intelligence and Machine Learning

Written by Olaf Kopp Search patents reveal how AI search systems interpret intent, evaluate content passages, and build brand understanding in generative results. Generative engine optimization (GEO) represents a shift from optimizing for keyword-based ranking systems to optimizing for how generative search engines interpret and assemble information.  While the inner workings of generative AI are famously complex, patents and research papers filed by major tech companies such as Google and Microsoft provide concrete insight into the technical mechanisms underlying generative search. By analyzing these primary sources, we can move beyond speculation and into strategic action. This article analyzes the most insightful patents…

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How B2B Prospecting Has Changed

By in Marketing Tag

by Ayaz Nanji Most marketers and salespeople say B2B buyers are less trusting of prospecting today compared with in the past, according to recent research from Sopro. The report was based on data from a survey conducted in October 2025 among 442 B2B sales and marketing decision-makers in the United Kingdom and the United States. Some 61% of respondents believe B2B buyers are less trusting of prospecting than before, 33% say buyers now expect more information and personalization, and 31% say buyers tend to be further through the research process before engaging with salespeople. Some 34% of sales respondents say deals now involve more decision-makers…

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How Law Firms Can Use Social Media for Content Marketing

By in Business Management, Marketing

By Lauren Basiura Social media used to be the melting pot for lifestyle brands and influencers. Now, law firms are pushed to use it for sharing knowledge, building credibility, and connecting directly with their clients. Unfortunately, a lot of practices are falling behind. The good news is – when done right, social media can position your firm as a trusted source of insight while driving measurable business growth. You know more than anyone that clients rarely make decisions overnight. They research, read reviews, and assess a firm’s expertise before reaching out. Social media content that’s consistent and relevant keeps your firm relevant…

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Adaptive marketing: Proven strategies for growing companies

By in Marketing

Written by: Kayla Schilthuis-Ihrig The best marketing isn't chiseled in stone. Apative marketing is alive, responding to new tools, shifting consumer preferences, trends, and real-time data. Changing with the trends gives brands a competitive edge, if marketing teams handle it correctly. Learn More About HubSpot's Enterprise Marketing Software Many traditional marketing tactics (like brochures, billboards, and magazine ads) aren't adaptable. Digital marketing can always be tweaked and improved based on performance. Tools like Marketing Hub use data-driven segments to help create adaptive, personalized offers. Adaptive marketing offers a greater competitive edge than ever before. An adaptive marketing approach gives brands the…

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Here’s Your Practical Guide on How and When to Use NDAs

By in Human Resources Tag

By Tracy J. Murn, Axley Brynelson, LLP As businesses grow, owners may increasingly rely on key employees and HR professionals to manage functions owners don’t directly oversee. Key employees and HR professionals are typically those employees who have access to important, confidential business information. These individuals often gain access to confidential operational details, employee information, and other sensitive data. A common question that arises: When should employers use nondisclosure agreements (NDAs)? While NDAs aren’t required in every situation, they are one of the most effective tools for protecting valuable business information—especially in Wisconsin, where confidentiality agreements are generally enforceable when…

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How AI-Driven Creative Is Redefining B2B Advertising Performance

By in Artificial Intelligence and Machine Learning, Marketing

by James Wilson B2B advertising has finally outgrown its obsession with vanity metrics. Today, the smartest players in advertising are trading broad impressions for tangible business outcomes. Traditional metrics such as click-through rates and eCPM are increasingly insufficient for enterprises that demand demonstrable contributions to revenue, pipeline acceleration, and long-term customer value. Concurrently, the rapid evolution of AI—particularly generative and predictive models—is enabling marketers to reimagine creative development, audience engagement, and performance optimization with a results-centric lens. AI-driven creative approaches are transforming B2B advertising performance, moving teams from insight generation to tangible impact. The Traditional Paradigm: Why Change Was Necessary Historically,…

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7 digital PR secrets behind strong SEO performance

By in Marketing Tag

Written by Andrew Holland As informational search declines, digital PR is driving authority, relevance, and high-intent results in SEO. Here’s how it works. Digital PR is about to matter more than ever. Not because it’s fashionable, or because agencies have rebranded link building with a shinier label, but because the mechanics of search and discovery are changing.  Brand mentions, earned media, and the wider PR ecosystem are now shaping how both search engines and large language models understand brands. That shift has serious implications for how SEO professionals should think about visibility, authority, and revenue. At the same time, informational search traffic is shrinking. Fewer people are…

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Inspiring examples of responsible and realistic vibe coding for SEO

By in Artificial Intelligence and Machine Learning Tag

Written by Gus Pelogia Learn vibe coding: Use AI tools to build apps without coding. This guide covers setup, limits, risks, and SEO tool examples to inspire your own projects. Vibe coding is a new way to create software using AI tools such as ChatGPT, Cursor, Replit, and Gemini. It works by describing to the tool what you want in plain language and receiving written code in return. You can then simply paste the code into an environment (such as Google Colab), run it, and test the results, all without ever actually programming a single line of code. Collins Dictionary named…

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Email marketing reporting: Our top best practices and tool recommendations for 2026

By in Email Marketing

by Justina Thompson Here’s a (maybe) mildly spicy hot take: Email marketing reporting is the backbone of any performance-focused email strategy. Without it, you’re sending campaigns into a void, unable to see what’s working, what’s falling flat, and most importantly, what’s driving revenue. The top reporting features in email marketing software go far beyond open rates and click-throughs. Today’s email reporting tools enable closed-loop reporting, connecting every email touchpoint to pipeline outcomes and customer lifetime value. This means marketers can finally answer the question executives care about most: How does email contribute to revenue? In this guide, I'll break down what…

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Seven Ways To Sharpen Sales Coaching with AI

By in Artificial Intelligence and Machine Learning, Sales, Training

BY GEORGE BRONTÉN Even with all the technology that has rolled out in the past few years, coaching is still the critical multiplier in complex sales. It’s still the hinge point on which your sales team grows or stagnates. And the good news is: AI can help your coaches do a better job of it. Let’s look at how. 7 Ways to Use AI in Your Coaching Sales coaches who leverage AI today will easily outperform coaches who avoid it. As in so many other things, effective AI use can be a power multiplier. For coaching, you can use it to: Summarize past coaching…

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