Request a callWhat is generative engine optimization (GEO)? A guide for enterprise B2B
What GEO is, how it differs from SEO, how AI assistants choose which vendors to cite, and how enterprise B2B teams measure it.
Guides for enterprise marketers
Straight answers on GEO, ABM, Demandbase and pipeline reporting, written by the people who run these programs.
How much does a Demandbase agency cost?
What enterprise teams pay an agency to operate Demandbase, what is included at each level, and how to judge whether it pays back.
How to run an ABM pilot that leadership can act on
A step-by-step approach to scoping, running and reading an ABM pilot so the result is a clear decision to scale, adjust or stop.
B2B demand generation planning for 2027: the enterprise playbook
How enterprise B2B teams should plan 2027 demand generation: buying groups, AI search, rep-free buying, budget allocation by funnel stage and a 90-day launch plan tied to pipeline.
B2B website planning for 2027: built for buyers, AI search and conversion
What an enterprise B2B website needs in 2027: self-serve buying paths, answer-first pages for AI search, proof that survives scrutiny, multilingual structure, conversion testing and tracking built in.
Lessons learned from 2026: what enterprise demand gen teams should change for 2027
Ten lessons from running enterprise B2B demand generation in 2026: measurement, buying groups, AI search, ABM platforms, paid media, content and sales handoff, and what to do differently in 2027.
How to choose a B2B demand generation agency for 2027: 12 mistakes to avoid
A practical guide to selecting an enterprise B2B demand generation agency for 2027: the questions to ask, the proof to demand, red flags in proposals and the 12 most common agency selection mistakes.
Multi-touch, multi-platform demand generation for global, multilingual enterprises
How global B2B enterprises build a multi-touch, multi-platform demand engine across regions and languages: buying groups, channel roles, native-language content, attribution and governance.
Why an embedded agency team instead of one in-house hire (and when to hire instead)
One senior in-house demand generation hire versus an embedded agency team for enterprise B2B in 2027: skills coverage, ramp time, cost, continuity and when hiring is the better choice.
Offline conversions in Google Ads: why enterprise B2B should optimize for pipeline, not form fills
Why enterprise B2B teams should import offline conversions into Google Ads: send CRM stages back to the algorithm, what to capture, which stage to train on and the mistakes to avoid.
Value-based bidding in Google Ads: how enterprise teams train the algorithm on their ICP
How enterprise B2B teams use value-based bidding in Google Ads: assign values by account tier and funnel stage, feed them from the CRM and let Smart Bidding find more of your ideal customers.
AI adoption for enterprise marketing teams: a 90-day plan that sticks
A practical 90-day plan for moving an enterprise marketing team from scattered AI experiments to governed, measured AI workflows.
Enterprise demand generation in Canada: what changes when you sell from here
How Canadian enterprise B2B teams should plan demand generation: smaller account lists, bilingual Quebec buyers, CASL and Law 25, and building US pipeline from Canada.
B2B attribution challenges: why paid media looks worse than it is
Why B2B attribution breaks between the lead and the closed deal, what it costs paid media budgets, and the five-step fix that ties every paid dollar to pipeline and revenue.
Enterprise buying committees: how to reach all 6 to 10 stakeholders
How enterprise B2B marketers map and reach every member of a buying committee, from the economic buyer to IT, procurement and end users, with role-specific proof.
First-party cookies and server-side tracking: getting paid media visibility back
How Safari cookie limits, ad blockers and consent hide paid conversions, and how a first-party cookie, server-side tagging and offline conversion setup restores visibility while respecting Law 25 and GDPR.
How to measure share of answer in ChatGPT, Perplexity and Google AI Overviews
A method for measuring B2B visibility in AI search: build a buyer question set, test across engines, score mentions, citations and accuracy, and track change monthly.
A/B testing and personalization for B2B: a playbook for low-traffic, high-value funnels
How B2B teams should run A/B tests and website personalization when traffic is low and deals are large: sample sizes, what to test first, audience relevancy and measuring on qualified demos.
Marketing process optimization: finding where AI and automation actually save time
How to map marketing and revenue processes, score each step for automation, and decide where AI agents, rules-based automation or people should do the work.
How to build an enterprise ABM target account list sales will actually work
A practical method for building an ABM target account list from closed-won data, fit, intent and sales capacity, so reps follow up on the accounts marketing pays to reach.
How to choose a Demandbase partner agency: 10 questions to ask
What to ask before hiring an agency to operate Demandbase: partner status, operating model, sales alignment, reporting, staffing, pricing and how they prove ROI before renewal.
Industrial technology marketing: how to measure distributor-influenced pipeline
How industrial and manufacturing companies credit marketing for demand that closes through distributors, contractors and channel partners.
How B2B marketing teams use Claude: 7 workflows that save hours every week
Seven practical Claude workflows for enterprise B2B marketing teams, from account research and campaign briefs to content QA and weekly reporting summaries.
CASL and B2B email: what Canadian demand generation teams need to get right
A practical overview of Canada’s Anti-Spam Legislation for B2B marketers: consent types, identification and unsubscribe rules, and how to keep email programs both compliant and productive.
B2B landing page optimization: what to test first for more qualified demos
A prioritized list of B2B landing page tests that move qualified demo rate, from offer and proof to form length and page path, plus how to measure them properly.
Is Demandbase worth it? How to prove ROI before renewal
How to evaluate Demandbase return on investment before renewal: what to measure, how to compare target and non-target accounts, and what to fix if the numbers are weak.
6sense implementation checklist: 36 items for a rollout that reaches sales
A practical 6sense implementation checklist covering integrations, data, segments, intent keywords, buying stages, orchestrations, sales activation and reporting.
From free users to enterprise deals: product-led signals for data software ABM
How data and analytics software companies turn open-source and free-tier usage into account-level signals, ABM plays and enterprise pipeline.
LinkedIn Ads for enterprise B2B: reaching the buying committee without wasting budget
How to structure LinkedIn Ads for enterprise buying committees: account lists, role targeting, offers by stage and reporting meetings instead of clicks.
Gated vs ungated content in the AI search era
Why enterprise B2B teams are opening up content so buyers and AI assistants can read and cite it, and when a gate still makes sense.
B2B attribution sales and finance will trust: a practical model for HubSpot and Salesforce
A practical B2B attribution setup for HubSpot and Salesforce: clean source data, account-level influence, opportunity-based reporting and rules everyone agrees on.
How to get your B2B company recommended by ChatGPT: a 30-day GEO plan
A 30-day generative engine optimization plan for B2B companies: audit AI answers, fix company facts, publish answer-ready pages, add schema and align third-party sources.
1:1 vs 1:few vs 1:many ABM: which model fits your deal size?
How to choose between 1:1, 1:few and 1:many account-based marketing based on deal value, number of target accounts and the resources each model needs.
Comparison pages: how to win "X vs Y" and "alternatives" searches and AI answers
How B2B companies build fair, useful comparison and alternatives pages that rank in search, get cited by AI assistants and convert high-intent buyers.
Headless CMS for B2B marketing sites: when it pays off and when it does not
When a headless CMS makes sense for a B2B marketing website, what it costs in complexity, and how to plan content models, SEO and governance so marketing can publish fast.
Google Ads for enterprise B2B: separating buying intent from research traffic
How to structure enterprise B2B Google Ads so budget goes to buying-intent searches, research and support queries are filtered out, and results are measured in the CRM.
From MQLs to pipeline: how to move your marketing scorecard to revenue metrics
A practical way to replace MQL targets with pipeline, opportunity and revenue metrics that sales and finance trust, without losing early indicators.
Demandbase intent signals: how to turn them into sales action
A practical playbook for turning Demandbase intent and engagement signals into routed alerts, sales plays and a weekly account review that produces meetings.
Enterprise website conversion paths: what your homepage should do
How to design a B2B homepage and conversion paths for enterprise buyers: clear positioning, proof, paths by role and offers matched to buying stage.
How to build a B2B demand generation budget your CFO will approve
How enterprise marketers build a demand generation budget from pipeline targets backward, with channel assumptions, test budgets and the reporting finance needs.
Demo request forms: how many fields should an enterprise form have?
How to design enterprise demo request forms that balance conversion and qualification: which fields to keep, which to enrich, multi-step forms and routing.
Agency vs in-house demand generation: a decision framework for enterprise teams
When enterprise B2B teams should build demand generation in-house, use an agency, or combine both, based on skills, speed, cost and ownership.
Lead routing and speed to lead: stop losing enterprise buyers after the form
How to design lead routing for enterprise B2B: match leads to accounts and owners, route by tier and intent, alert reps with context and measure speed to lead.
Choosing an ABM platform: questions to ask before buying Demandbase or 6sense
The questions enterprise teams should answer before buying an ABM platform such as Demandbase or 6sense, from data fit and integrations to who will run it.
Building a shared knowledge base for Claude: product facts, proof and brand rules
How to structure the knowledge a marketing team gives Claude: product facts, approved proof, buyer insights, brand rules and templates, and how to keep it current.
Claude for sales enablement: account briefs in minutes, not hours
How enterprise teams use Claude to produce consistent account briefs for reps: what to include, which sources to connect and how to keep briefs accurate.
Technical SEO checklist for B2B websites in the AI search era
A technical SEO and AI search checklist for B2B websites: crawlability, AI crawler access, structured data, llms.txt, page speed, internal linking and answer-ready content.
Selling to engineers: content and paid media technical buyers trust
How industrial and technology companies market to engineers and technical evaluators with specifications, documentation and targeted paid media.
What should paid media reports focus on?
Paid media reports should show which accounts showed intent, which offers created meetings and which campaigns to stop funding, not just spend, CPC and lead volume.
FAQ
About our guides
Who are these guides for?
Enterprise marketing, demand generation and RevOps leaders planning GEO, Demandbase, ABM pilots and budgets.
Are the guides free?
Yes. Every guide is free to read with no form. If you want the same analysis on your own data, book a strategy call.
How are guides different from blog articles?
Guides are longer, step-by-step references meant to be kept and shared with your team. Articles answer one question at a time.
