BrandWorks
B2B Brand Strategy, Content & Differentiation
Brands that matter are built, not broadcast.
In a category where every competitor sounds the same, brand is the only durable moat. BrandWorks covers content, SEO, storytelling, and positioning for B2B companies building authority that compounds.
We treat brand as a system that produces pipeline over time — not a logo, a palette, or a tagline.
What Happens When You Turn Off Google Search? Owlet Found Out the Hard Way (And Liked It)
A baby monitor brand accidentally discovered that cutting Google search spend by 80% didn't kill their business—it helped them grow 45%. Owlet's survival story reveals an uncomfortable truth about brand search cannibalization that every CMO needs to hear.
The SEO Playbook You Perfected in 2019 Is Now Getting You Penalized
Your 2019 SEO playbook isn't just outdated—it's actively getting you penalized. With AI Overviews now appearing in 48% of Google searches and organic click-through rates collapsing by 61%, the game has fundamentally changed. The brands winning aren't optimizing for keywords anymore; they're optimizing to become the answer AI systems can't help but cite.
Google I/O Didn't End SEO. The Risk Is Somewhere Else
While everyone panics about Google I/O killing SEO, they're missing the real threat. The risk isn't technical—it's economic, and it's hiding in plain sight.
The Content Divide Is Here. Which Side Are You On?
Half the web is now AI-generated content, and the divide is structural, not temporary. The question for marketing leaders isn't whether AI will take over—it's whether you're building content that carries the signal of genuine thought or just the appearance of it.
The CFO case for brand marketing: measure lift, not vibes
A CFO-ready brand marketing playbook: run a holdout test, measure incremental lift, and tie brand to CAC efficiency, win rate, and sales efficiency.
Make brand spend CFO-proof with incrementality, not attribution
A CFO-ready way to fund brand marketing in B2B SaaS: run an incrementality lift test with holdouts, leading indicators, guardrails, and stop-losses.
LinkedIn Conversation Ads: The One Constraint That Should Decide When You Use Sponsored Messaging (Ep. 145)
A practical 2026 decision rule for LinkedIn Conversation Ads: when Sponsored Messaging is worth the cost, how to run it this week, and what to measure.
The Convenience Trap: Why "Proven" Channels Are the Riskiest Bet in 2026
When budgets tighten, executives retreat to "proven" channels – but that comfort is more expensive than ever. While 74% of marketing leaders rate their channel performance as merely moderate, the real trap isn't experimentation – it's optimizing for comfort instead of outcomes.
What B2B Marketers Can Learn from Amanda Beil's Cross-Functional SEO Approach
The marketers who actually move pipeline refuse to stay in their lane – they understand how their work connects to revenue. Amanda Beil's cross-functional SEO approach shows why the future belongs to operators who can bridge technical depth with commercial fluency.