ROI·DNA

Buyers are engaging earlier in the buying process. Most marketers would call that a win. In Episode 2 of the #Beacon podcast, Anol Bhattacharya and Kerry Cunningham explore why first contact is moving earlier in the journey as AI becomes part of more solutions, and why that shift doesn't actually signal an easier path to conversion. Earlier engagement isn't the same as more qualified engagement. As AI reshapes how buyers discover and evaluate solutions, showing up sooner just means showing up to a different, less certain conversation, one that your team may not be ready to have. If your GTM strategy is celebrating "earlier" without asking "earlier for what," this one's for you. #Beacon #B2BMarketing #AI #BuyerJourney #DemandGeneration

In this month's B2B Marketing Brief, we explore The Proof Point aka what it actually takes to know whether your measurement, your AI search strategy, and your visibility gains are producing real business results. Our authors break it down: - Maddie Shepard Shephard, Digital Analytics Manager, on the state of B2B measurement right now and where traditional attribution still holds up, where it falls short, and how stronger teams are evolving their models alongside a buyer journey that no longer moves in a straight line. - Blake Calamas, Senior Manager of Content Strategy, examining how GEO extends beyond mere visibility to deliver real impact on bottom-line results. Read the full issue here: https://lnkd.in/gq34YiaE

LinkedIn Ads Certified Agency looks good on us 😎 nice view from our SF office.

Don't miss our coming issue of the B2B Marketing Brief where we dig into the questions that matter right now as teams head into Q4 and start planning season. Are you measuring marketing the right way? Can you point to evidence that new strategies are producing real results? Dig in with us on what's actually happening across our clients and platforms right now. Stay tuned. 📩 #B2BMarketing #MarketingMeasurement #AEO #GEO #DemandGeneration #RevenueMarketing

Rankings and traffic still matter. But they're not the whole story anymore. In the latest B2B Marketing Brief, Anneliese Harrison, Director, SEO & Content Strategy at ROI·DNA, breaks down what Google's AI Search updates actually mean for SEO in her latest article. Buyers are asking more nuanced, detailed questions and Google is judging content on broader context, not specific keywords. That shift means SEO now has to account for content structure, asset utilization, technical foundations, brand consistency, and how visibility actually drives engagement and pipeline. The real question Anneliese poses: when a buyer asks a complex question, can Google connect the dots between the problem, the solution, and your brand? Or are you giving the machine too much credit to work it out on its own? Read the full article here: https://lnkd.in/gwyt3Fr3

Winner winner, chicken dinner. 🍗 See why the way our Director of Marketing, US, Gina Inks, searches Google for a dinner recipe has evolved over the years and why that shift matters a lot more to your B2B strategy than you might think. Search is moving from keywords and links to richer questions, synthesized answers, and AI-mediated decision-making. And that means visibility is no longer just an SEO problem. In her latest piece, Gina explores why AI Search is becoming a leadership issue touching content, brand, UX, paid, analytics, sales, and the way marketing teams plan around buyer intent. (Go team!) If buyers are forming opinions before they ever reach your website, the question isn’t just “How do we rank?” It’s: Are we giving AI—and our buyers—the right reasons to trust us? Read the full piece: https://lnkd.in/gAdba8bi #AISearch #AEO #GEO #B2BMarketing #DigitalMarketing

RIP to the era of hoarding thousands of exact-match keywords. We knew you well, but we’re honestly thrilled to see you retire. 🪦✌️ Our resident search guru and Senior Team Director of SEM, Aaron Woolway, is breaking down exactly why pure keyword strategies are officially obsolete in an AI-first world. In his latest article, Aaron explains why the next era of SEM is all about context. Here’s the cheat sheet: 🤖 The long-tail is back: AI Search is making user queries longer, more conversational, and highly complex. 🎯 CRO is your new media strategy: It's no longer an afterthought. Your landing pages now have two jobs: convert humans AND train Google's AI. 🤝 Break down the silos: SEO and PPC need to stop giving each other the silent treatment and start sharing intent clusters. Get the full playbook from Aaron here: https://lnkd.in/gDqqWXjr #SEM #PaidSearch #DigitalMarketing #AI #MarketingStrategy #ROIDNA

Exciting news ROI·DNA is now a LinkedIn Ads Certified Agency! Our team successfully completed certifications across LinkedIn Ads Fundamentals, Marketing Strategy, Measurement, and Content & Creative Design, deepening our expertise in building effective campaigns on LinkedIn Ads. Through the training behind this certification, our team strengthened its capabilities across campaign setup, audience strategy, creative development, optimization, and performance measurement. For our clients, that means stronger campaign strategy, sharper targeting, and more impactful LinkedIn Ads campaigns designed to drive meaningful business outcomes. We’re excited to put this expertise to work helping our clients grow. Read our full announcement here: https://lnkd.in/g83HEjDV LinkedIn for Marketing

Google is giving Search its biggest upgrade in 25 years. B2B marketers should be paying attention. In this month’s B2B Marketing Brief, we explore The Visibility Reset — what AI Search means for SEO, SEM, content, UX, and brand preference. Our authors break it down from three connected perspectives: -Anneliese Harrison, Director, SEO & Content Strategy, on the shift from ranking to recommendation, and why SEO now depends on building content AI can understand, trust, and surface. -Aaron Woolway, Senior Team Director, SEM, on why the next era of SEM is context, not just keywords. -Gina Inks, Head of Marketing, on why AI Search is exposing whether your marketing truly answers buyer questions or is simply optimized around the motions you have always run. Read the full issue here 👉 https://lnkd.in/gpd2-9GJ

From AI discovery to closed revenue: how we helped Flexential turn LLM visibility into pipeline. We’re talking: → 2 SQLs → 1 closed-won opportunity → 275% growth in high-intent conversions → 79% increase in LLM citations → 55% increase in AI Overview mentions Enterprise IT buyers are no longer relying solely on traditional search. They’re turning to LLMs and AI-generated answers to research, validate, and shortlist vendors before they ever engage. For Flexential, the biggest shift was not just visibility — it was quality of engagement. Prospects arriving from AI-driven discovery demonstrated higher intent, contributing directly to SQLs and closed revenue. AI visibility became more than a discovery metric — it became a measurable path to higher-intent demand. Read the full case study: https://lnkd.in/g94syNU7