Everything Everywhere All at Once: Your Marketing Strategy for the AI Era | Part 2 ☕
Thoughts by Ronen Shetelboim, #12 ・August 19, 2025
Two weeks ago, we talked about how AI is fundamentally changing the way people search for information and the direct impact it has on your brand’s discoverability.
If you missed Part 1, you can catch up here.
Today, in part 2 we’re diving into an action plan. This isn't just theory; it's your 11 key plays for navigating the new marketing era. The core idea is simple: You need to strategically reinvest in the authoritative sources AI trusts most and adjust your mindset to a world of zero-clicks.
Let’s dive in.
Part 1: The Foundation 🏗️
You can't build a winning strategy on a shaky foundation. These first two plays are the non-negotiable fundamentals that ensure you're even in the game.
SEO is Not Dead, it’s Evolving.
Every day, I see another post on LinkedIn declaring SEO is dead. I’d argue SEO isn’t dead; it’s simply evolving.
Despite the rise of AI, Google still commands the majority of search activity. As we learned in part 1, experts predict ChatGPT is on pace to have the same number of daily searches as Google by the end of next year, but we are not there yet, and even if we get there, Google still dominates search with an estimated between 13.6 billion to 16.4 billion daily searches.
It’s important to note that AI models often look at the first page results on google to pull information.
The takeaway is simple: if your content isn’t discoverable by Google, it's basically invisible to AI.
Structure Your Content for AI Consumption.
AI doesn't read content in a linear fashion like humans do; it looks for structured data and clear, concise answers.
Use schema markup: Implement schema markup (such as FAQPage, HowTo, or Product) on your website. This is a technical SEO practice that helps AI understand the context and purpose of your content, making it easier to pull for snippets and direct answers.
Write in "chunks": Use clear headings (H2s, H3s), bullet points, and numbered lists. This breaks your content into easily digestible sections that AI can use as standalone answers to specific user questions.
Provide direct answers: Answer common questions directly within your content. This Q&A format is a powerful way to get featured in AI-generated summaries.
Part 2: The High-Impact Channels 🚀
With your foundation in place, it’s time to move to the channels where your brand can build authority and get discovered by AI. This is a long term approach to focus on the places AI relies on the most.
Bring Back PR (with a Twist).
Just like SEO, in recent years many ‘’experts’’ declared that PR is dead. I believe it’s been resurrected by AI. A well-placed, authoritative article in a reputable publication is pure gold for your brand discoverability by AI. The twist? You now also need to make sure the content of those articles directly answers specific questions your audience is asking AI engines. When you're choosing a PR agency, make sure they understand how to optimize for Generative Engine Optimization (GEO). The importance of PR isn't just about being in a Tier 1 publication; it's about crafting the content so that it can be easily pulled and cited by an AI, directly answering your buyer's questions.
Invest in Youtube.
People often forget that YouTube is a google company. Gemini pulls information directly from YouTube. YouTube is the top three most-visited websites in the US and Europe. In addition, Youtube saw in the last year the most significant growth in search volume per user, especially in Europe. AI tools increasingly point to YouTube, so the key is to have a YouTube presence and to structure your video titles, descriptions, and content so it’s discoverable by both humans and AI. AI doesn't "watch" videos; it analyzes metadata and transcripts to extract relevant information.
Dominate Review Sites.
Platforms like G2 and Capterra aren't just for buyer validation anymore; they’re one of the sources AI is pulling information from to find your brand. I've seen a lot of chatter about G2 falling in Google’s rankings, but even if that’s true, it doesn’t mean you should neglect your review sites. We know that ChatGPT and Gemini still look at them as credible sources of information to find your brand.
Build Your Reddit Strategy.
With the official partnership between OpenAI and Reddit, we know that ChatGPT pulls information directly from reddit. To improve your brand discoverability, you must have a Reddit strategy, even if your GTM motion is B2B enterprise. Just this past weekend I saw a post from an enterprise B2B company looking specifically for a “Reddit specialist”, not a social media expert, not a community manager, but a Reddit Specialist. If brand discoverability is important to you, a Reddit strategy isn’t optional.
Collaborate with Analysts.
Industry analysts (Gartner, Forrester) have always been critical for enterprise sales, but now their reports are key sources for AI models seeking authoritative information. Building strong relationships and maintaining on-going briefing schedules can get you mentioned in analysts’ reports, which, in turn, boosts your brand’s credibility in the eyes of LLMs.
Part 3. The Strategic Framework 🧠
A playbook is only as good as its execution. These plays are about managing the process, getting the right people on board, and measuring success in the new AI-driven world.
Rethink Your KPIs.
While direct ROI will always matter if you can measure it, the traditional playbook of measuring marketing success by channel-specific ROI is no longer sufficient. It’s critical to remember that AI-driven discovery often results in "zero-click" outcomes, where a user gets their answer without ever visiting your site.
For example, your investment in Reddit is likely to help your brand get discovered by ChatGPT, but you won’t necessarily see the referral traffic from Reddit increasing. Instead, you might see an increase in direct traffic, making a direct ROI measurement from Reddit insufficient. Turning off channels like this could be a dangerous move.
Here are the new KPIs that are very important:
Total AI Mentions by LLMs (MoM/YoY): Track the number of times your brand is mentioned in AI-generated responses across various LLMs (e.g. ChatGPT, Gemini).
Inclusion in AI Overviews/Snapshots: How often your brand or your content is cited in the "AI Overviews".
Brand Search Volume Growth: An increase in AI mentions should ideally lead to an increase in direct / branded traffic. Track this closely and don't be alarmed if branded traffic is up while organic search is down, as long as your main KPIs (e.g., demos, pipeline, revenue) are trending up.
Get Buy-in From GTM Leaders and the CFO.
Implementing this new strategy requires shift in mindset, budget and resources, so you'll need to make a compelling case to your CFO and Go-to-Market leaders. Your argument can't be based on outdated metrics. You need to frame this not as a choice, but as a business necessity—building brand authority that AI relies on and recommends.
This means a proactive conversation about new KPIs, the changing user journey, and the long-term risk of being invisible to the world's most powerful new information source.
The key to get buy-in, as I've covered in my previous post about ‘how to get buy-in, is to not just "sell" your idea, but to invite discussion and debate to get genuine support from your leadership team.
Talent.
The final piece of the puzzle is talent. This new marketing world is complex, and you don't have to navigate it alone. Finding people who understand the mechanics of this new AI-driven landscape is critical, whether you hire an in-house expert or partner with a consultant or an agency.
Part 4. Final Thoughts 💡
Don’t Over Rotate on AI.
Every time I open LinkedIn, I get a touch of FOMO. It feels like we could always be doing more with AI. But the truth is, while you can do a lot of cool things with AI, it's crucial to invest in things that actually impact the bottom line. It’s funny, when I ask other colleagues what they've done with AI, many have great ideas, but when I ask what the impact on revenue is, they often don’t have a good answer.
Yes, you can probably create 100x more content every week, but if it doesn't move the needle, is it worth it?
Few final thoughts to keep in mind:
Don’t forget or neglect the marketing fundamentals, while AI keeps evolving, marketing fundamentals are timeless and key for success.
If everyone is improving at the same rate by using AI, is the net gain for everyone zero?
AI can tell if you create all your content with AI, and it will penalize you for it by de-ranking your content.
AI keeps evolving. The most important thing is to stay up-to-date, track your metrics, and keep experimenting.
Ronen's Picks For The Week:
Book: The Spy and the Traitor by Ben Macintyre’s. When I need to completely unplug from the strategic lens of B2B marketing, I've been diving into Ben Macintyre's non-fiction. His books, true spy stories, are a brilliant escape. They're so masterfully written that they often read like thrilling fiction, but the fact that they're real makes them even more captivating. They're perfect for clearing the head and transporting you far from spreadsheets and KPIs.
Coffee Bean: Kona Hawaii. In the world of beans, my latest obsession is Hawaii Kona coffee. If you've ever wondered what "smooth" and "clean" truly taste like in a cup, this is it. It's offering a bright, balanced coffee with subtle nutty and sweet undertones that make every sip an experience.
Tool: Gemini Gems: I genuinely love Gemini Gems (the equivalent of CustomGPT on ChatGPT). I use it everyday and it saves me so much time. I use it to create content, social, campaign ideas, reviewing data, brainstorming, competitive analysis and more.
Thank you for reading. Hope you enjoyed this.
Per usual, let me know if you have any thoughts and have a fantastic week! 🙌
p.s. you can revisit part 1 here.