Author: Scott Sweeney
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Why Marketers Must Go Beyond Last Touch Attribution
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Every quarter, marketing teams gather around dashboards and slides.Conversion numbers are shared. Pipelines are reviewed. Wins are celebrated. Losses are analyzed. And for most, the underlying model behind these discussions is Last Touch attribution—the conversion credit assigned to the very last interaction before a form fill, signup, or deal. Last…
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What Is Generative Engine Optimization (GEO) and Why It Matters
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The SEO landscape is evolving faster than ever, and a new discipline is emerging alongside traditional optimization strategies:Generative Engine Optimization (GEO). As generative AI transforms how users search for and receive information, businesses must rethink how they optimize their content—not just for search engines, but for AI-driven answer engines like…
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How Much Does SEO Cost in 2025?
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If you are considering investing in SEO to drive more organic traffic and revenue, one of the first questions you will ask is simple:How much does SEO cost? Unfortunately, the answer is not as simple as quoting a flat rate.SEO pricing in 2025 varies widely based on your needs, goals,…
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Why Targeting Accounts Isn’t Enough to Influence Deals in ABM
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In many B2B organizations, the assumption is that identifying the right companies to target is enough to build pipeline. But in reality, targeting accounts is not the same as influencing deals. This distinction is where most account-based marketing (ABM) programs fall short. When pipeline dries up or fails to accelerate,…
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Unlocking LinkedIn’s Full Potential as a Founder: Beyond the Basics
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Most founders are only scratching the surface when it comes to LinkedIn potential. They may post regularly, maintain a polished profile, and share industry articles, but this level of effort typically taps into only about 10% of what LinkedIn is capable of delivering. For a platform designed to build trust,…
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Do Domain Extensions Impact SEO in 2025?
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Choosing a domain name is one of the earliest decisions a brand makes online.But beyond the name itself, marketers often debate another important detail:Does the domain extension you choose—like .com, .net, .ai, or .co—affect SEO? This question has resurfaced in 2025 as more businesses opt for creative or industry-specific domain…
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What ChatGPT With Ads Means for the Future of AI Search
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A major shift is coming to the world of AI assistants and conversational search: OpenAI is beginning to roll out ads inside ChatGPT. Until now, ChatGPT has primarily been known as an ad-free tool that provides direct, conversational answers.But starting in 2025, users will increasingly encounter ads as part of…
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Google’s Demand Gen Campaign Updates Are a Big Deal for 2025
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If you have not been paying close attention, Google’s Demand Gen campaign parameters are undergoing some serious updates—and they are setting the stage for a major shift in how advertisers approach paid media on Google’s ecosystem. For marketers used to traditional Google Ads structures, these changes might feel surprising at…
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Building True Sales and Marketing Alignment for ABM Success
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Many marketing and sales leaders say they are “aligned.” It is a common talking point on platforms like LinkedIn.But when you dig beneath the surface, much of that so-called alignment falls apart quickly. True sales and marketing alignment is not about attending the same meetings.It is about sharing ownership over…
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No, SEO Isn’t Dead — But It’s a Whole Lot Harder in 2025
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Let’s get this out of the way:SEO is not dead. But if you’re a startup or scaleup evaluating whether SEO is still worth the investment in 2025… you’re asking a very valid question. I say this as someone who’s spent 16+ years deeply embedded in the SEO world—someone who’s helped…