The B2B growth blog. Search, AI answers and outbound, written up.
Plain guides for B2B teams without a marketing department: how buyers find you on Google and in AI answers, how to turn a plan into posts and pages, and how to tell which companies are interested and reach them. Each one answers its question first, then shows the work.
Search and AI answers
How buyers find you on Google and in ChatGPT, Perplexity, Gemini and AI Overviews: what to automate in SEO content, how to check whether AI assistants mention you, and the files that help them read your site. Start here if buyers search before they talk to anyone, which in B2B is most of them.
- 2 Oct 20268 min readSEO content automation: tools, platforms and workflowSEO content automation is using software to do the repetitive parts of SEO content, from keyword research and briefs to first drafts, sourcing, publishing and measurement, so a person only makes the decisions. The best tool runs that whole workflow from your own search data and still asks you to approve.
- 1 Oct 20267 min readAI visibility check: is ChatGPT mentioning you?An AI visibility check answers one question: when a buyer asks ChatGPT, Perplexity, Gemini or Google's AI Overviews the questions your customers ask, does your company come up, and is it cited with a link or only mentioned? You can run one by hand in an afternoon.
- 22 May 20268 min readllms.txt: what it is, if it works, how to add itllms.txt is a Markdown file at your website's root that tells AI systems what your site is about and where your most important content lives. It is a proposal, not a standard, so the guide sets out who reads it, what the evidence says and how to write one.
LinkedIn and strategy
Turning a plan into posts and pages: a worked marketing strategy for a team with no marketing staff, and how to get your own people posting on LinkedIn without a dedicated platform. Start here if you know you should be publishing but not what, how often, or who should post it.
- 1 Oct 20268 min readSample marketing strategy for a B2B companySix weeks, four channels (search, AI answers, LinkedIn and outbound) and one review a week, for a company with thirty people, a founder who sells, a product that works and no one whose job is marketing.
- 1 Jun 20269 min readBest employee advocacy platform: tools and pricingThe best employee advocacy platform is the one your people will actually use: sharing that takes seconds, approvals that keep posts accurate, and analytics that tie shares to visits and leads. A large team needs a content library; a small one needs drafts in each person's voice.
Leads and outreach
From attention to conversations: which companies are reading your site, how to judge whether they fit, and how to reach the right people without burning your domain. Start here if people visit and read but nobody books a call, or if you are about to send your first sequence.
- 1 Oct 20267 min readWho visited my website? Identify the companiesWebsite visitor identification matches each visit to the company whose network it came from, and names the company, never the person. It will not name every visitor, and it should not try to; what matters is which visiting companies fit and what they read.
- 1 Oct 20266 min readWhat is outreach? Sequences that rehearse firstOutreach is contacting people who have not contacted you: usually a LinkedIn invitation, a message once it is accepted, and one or two emails. Done well it starts the right conversations; done badly it burns a domain. The difference is rehearsing the sequence before it goes live.
Who writes it
The team that builds Mati, the AI that runs your GTM end to end. We run Mati on our own company, so most posts start from a problem we had ourselves: what to write first with no marketing hire, whether ChatGPT mentions us, which companies read our pages, and how to reach them without burning a domain. Where a post makes a claim, it says where the evidence comes from. Where a post mentions what Mati does, it links to the campaign plan or the product page that does it, so you can check.
Where to start
- No marketing team and no plan yet? Read the six-week marketing strategy for a 30-person B2B company.
- Wondering whether ChatGPT recommends you or a competitor? Run an AI visibility check.
- Spending hours on articles nobody reads? Start with SEO content automation.
- Getting traffic but no conversations? Find out who visited your website.
- About to email a list for the first time? Read why a sequence should rehearse first, in what is outreach.
- Want AI assistants to read your site correctly? Our llms.txt guide.
- Asking your team to post on LinkedIn? Compare the employee advocacy platforms.