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.

What You'll Learn in This Episode:
✔️ Why traffic declines even when rankings improve (the "great decoupling")
✔️ How customers conduct entire research journeys in AI search before reaching your site
✔️ Why conversion rates from ChatGPT are 4.4x higher than traditional SEO traffic
✔️ The attribution crisis: why your best marketing shows up as "direct" or "unknown"
✔️ Why ChatGPT will become the most powerful paid acquisition channel ever created
✔️ Which off-site platforms are now critical for B2B visibility

From understanding how ChatGPT secretly relies on Google results to learning which platforms (Reddit, Quora, YouTube) are now essential for B2B brands, Kyle shares the tactical shifts marketing leaders need to make immediately.

Whether you're a CMO defending your SEO investment or a CEO trying to understand where your customers have gone, this episode provides the clarity and actionable strategies you need.

Connect with Kyle on LinkedIn: linkedin.com/in/kylebyers
Connect with Karen on LinkedIn: linkedin.com/in/lloydkaren/

Brought to you by Armstrong Lloyd - your go-to solution for recruiting marketing, sales, and business leaders in B2B.

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