Spotlight on B2B Marketing · 2025-10-14 · 31 min
Your customers are making buying decisions in ChatGPT before ever visiting your site - and your analytics can't see it happening. We reveal why traditional attribution is broken, how the "great decoupling" is misleading marketing leaders, and what you must do now to show up where buyers actually research. In this episode of Spotlight on B2B Marketing, host Karen Lloyd explores the seismic shift in search behaviour with Semrush's Kyle Byers, a leading voice on winning in the age of AI. Discover why your traffic is declining even when rankings improve, how conversion rates from AI search are 4.4 times higher than traditional SEO, and why cutting content budgets now could be catastrophic for your brand visibility.
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