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What are the best brands doing to stay relevant, build trust, and create content smarter?
At Share Your Genius, we have the same questions, so we're tapping the best in the space for their answers—one voicemail at a time.
Join us each week for quick hits of insights from b2b marketers and leaders.
Adam (00:09)
Jason Ogden understands relevancy. As the president and partner of Syrup since 2014, he has been dedicated to helping B2B growth problems.
His company partners with growth-minded B2B companies looking to create clarity, stand out and scale with confidence. And confidence and scale means you have to know how to stay relevant in your buyer's mind. can mean anything the shifting space of B2B where technology is going to send us next focusing on where you should be placing your bets for both the short-term and
the long-term opportunities. With all this in mind and understanding that the evolution of buyer behaviors never stops, I asked him a simple question. Can people safely invest both in the present and future to ensure that they continue to drive increased ROI?
Jason Ogden (01:12)
Hey, I'm sorry I missed your call, but I did want to get back to you and answer your question about investing for short and long term ROI in today's market with hyper changing buyer behaviors. So contextually, it's important to understand the overarching shift in buyer behavior from right around the pandemic until now that was existing before AI.
And that shift in behavior was that they were self navigating educational component of the buying process without the benefit of salespeople in ways that they hadn't before through online learning and through social communities, et cetera, et cetera. So not only were the buyers more educated before that first sales conversation,
they were also using online research to add to the list of potential partners in ways that they hadn't in the past. that was existing prior to AI's emergence. Now fast forward a couple of years where it's worked its way into our everyday lives and quality of distilled or synthesized information enables that trend even more.
idea of self-educating and self-navigating as well as selecting would be partners enabled by AI is a huge trend I believe it's one of the components of AI that's here to stay. So if we take that look at how we can invest from a marketing perspective, we know a couple of things. Number one, that
would be buyers who originated in an AI LLM conversation and made their way to your website four to five times more likely to convert than general web traffic. So there's a much higher convergence factor. And number two, they're a lot educated and they're ready. So how does that inform our would be strategy and things related to go to market today, but specifically subset
AI Number you can invest in AI visibility services, both in terms of overhaul project level on site things as well as optimization once they're done, they start showing up in LLMs same day next day. It's not like traditional SEO that has a long six, 12 month tail behind it. So there's almost immediate
from these services. And secondarily, it's just not prolific in any of the segments that we've seen. So there's a first mover advantage for a lot of buyers to make impact today and get results present year. Now, it's in my mind, a wise investment because it's not only early mover advantage, let's get some immediate quick win results.
but it's also a trend that's here to stay and you're gonna need to start investing in it sooner or later anyway, or you're gonna be behind and you're gonna start getting shut.
I hope that helps. I hope that gives you some on this and how you might want to think about investing in something in 2026 within go to market. And those are probably the safest AI dollars you can spend.