From Black Box to Growth Engine: Rethinking Marketing Attribution in B2B Tech Attribution isn’t broken. Your funnel is. When we first started Somebody Digital, one of the patterns that stood out immediately was how often enterprise B2B tech companies complained about “broken attribution.” But what we discovered, serving $100M+ SaaS
The Website is the Blocker: Unlocking Growth Through Website Optimization Your ads aren’t failing. Your website is. When enterprise tech clients come to us frustrated with paid media underperformance, it’s rarely the ads or targeting that are at fault. What we see consistently across enterprise-level companies is that poor website
Bridging the B2B Marketing Attribution Blind Spot A guide for businesses to move beyond last-touch attribution and see the full picture of marketing influence. In the AI era, buyer journeys are more invisible and intricate than ever. This makes B2B marketing attribution essential for understanding which campaigns truly drive
A 5-Pillar Framework for the Post-Search Era The digital marketing landscape has undergone a seismic shift. Traditional SEO strategies, built around ranking for keywords and driving clicks, are becoming less relevant as AI-powered search experiences fundamentally change how users discover and consume information. With nearly 60% of searches now ending
Unlike B2C optimization, where you are typically speaking to one person, B2B optimization requires a fundamentally different approach. You’re not just selling to a company, you’re selling to a diverse group of individuals within that company, each with their own motivations and pain points. The typical B2B buying committee includes
For a decade, the core mantra of technical SEO was accessibility. We obsessed over robots.txt files, canonical tags, and crawl budgets to ensure that search engine bots could efficiently access and index our content. Those fundamentals are still important, but they are now dangerously incomplete. A new generation of crawlers
Does this sound familiar: You log into your analytics, and the dashboard looks… okay. Your impressions in Google Search Console are steady, maybe even climbing. But when you look at the numbers that matter, like leads, pipeline, and revenue, the story from organic search is flat, or worse, falling. Welcome
In our previous post, we discussed the challenges of the AI Overview revolution. But the question remains: How can your business create content that becomes a source for AI-overviews, while also being genuinely impossible for competitors and AI to replicate? The answer is under your proverbial nose: look inward to
Have you noticed that your search impressions may be steady, but your organic traffic is falling off a cliff? If you have, the good news is, you’re not alone. This is what we call the Impression-Click Paradox, one of the first and most painful symptoms of the AI-revolution we’re currently
Google has officially redrawn the map. With the launch of AI Mode powered by Gemini 2.5, Search is no longer a list of links or even a helpful summary. It’s a highly personalised digital assistant that is designed to be fine-tuned to each user’s habits, preferences, schedule, and even their
