Marketers and advertisers must adjust their strategies to the cookieless future, with data privacy regulations and consumer preferences requiring fast decision making. Paid search is no longer providing the same predictable results, so brands should focus on organic search to build trust and loyalty. The new era of organic search provides automation, quantifiable ROI, and increased brand authority.

Organizations should relook their marketing and advertising budgets, prioritizing organic search with contextual content instead of outdated keyword strategies. Botify's study found that consumers trust brands that rank higher in organic search, and more than one-third of respondents change their search terms if not satisfied with the initial results.

Organic search optimizations can now be done automatically, generate revenue impact quickly, and be evaluated like other performance marketing channels. To remain competitive, brands must make organic search a key pillar of their strategy and use AI and automation to make agile changes.

In today's digital landscape, achieving a reliable understanding of your ideal audiences can be a challenge. B2B2C linkages combine disparate data points to form a holistic view of your target audience, enabling B2B marketers to personalize their outreach. Linkage data can be integrated into your current systems and strategies by appending data with insights on people and businesses.

B2B2C linkages offer a comprehensive view of your customers and prospects, including who they are as professionals, what motivates their decision-making, and who they are outside work. With this data, you can move beyond generic, mass-marketing techniques to personalized, targeted strategies that resonate with your audience.

B2B2C linkage data can enhance audience segmentation, enable personalized marketing, and provide real-time product offers. With this data, B2B brands can tap into powerful use cases and develop strategies that resonate on a deeper level.

B2B buyers say customizing content to their specific industry/needs, providing success metrics, and including original research/data are essential qualities for high-value content. Executive roles are 20% more likely to favor original research/data. Vendors websites and professional communities are where B2B buyers find high-value content.

Pavilion and Kickstand conducted a survey to discover what qualities B2B buyers find most impactful. 824 full-time employees in North America and the United Kingdom who have participated in a B2B buying process in the past year were surveyed in August and September, 2023.

The survey results showed that B2B buyers prioritize customized content, success metrics, and original research/data when it comes to finding high-value content. Executives are more likely to prefer content with original research/data. The two places where B2B buyers look for high-value content most often are vendor websites and professional communities.

Generative AI is huge, and it's everywhere. 71% of marketers say AI will make their work more strategic, not replace it. B2B marketing-driven experiences have been static, linear, and one-way, but AI can help us create dynamic customer-driven experiences. To win in the AI world, invest in talent, tech, content, and governance.

Build, buy, or borrow the talent you need for G2M customer experience teams. Audit your tech stack and stay current with new functionality. AI can be your content copilot and help reduce content overload. Monitor for ethics and be transparent with AI usage.

Shop your plan around to executives and get buy-in from the CEO. AI's impact on marketing is real and small steps can lead to big leaps in innovation. Stay in control and ask experts to rate your AI-driven experiences for results and ethics.