Topic
Insights and notes grouped by this theme.
Why B2B websites now function as infrastructure
In the AI era, buyers do not come to your website to start from zero. They come to verify what they already think they know. That changes the job of the site from brochure to infrastructure.
AI is changing sales enablement from a content and training function into a governed trust layer for the entire go-to-market organization.
Why proof, security, and implementation credibility now drive growth
In modern B2B buying, committees do not move because a vendor sounds confident. They move because the decision feels safe, verifiable, and achievable. That is why trust has become front-line growth infrastructure.
Search visibility now has to work for answer engines and generative AI too
AI Overviews, answer engines, and generative search are changing how buyers discover, evaluate, and trust companies. SEO still matters, but discoverability now depends on being found, understood, verified, and recommended.
How better offers reduce risk and create momentum
Most B2B offers fail because they ask for too much commitment too soon. The best offers reduce uncertainty, create a safe next step, and help buyers build internal alignment before the deal stalls.
