Last week in B2B: ChatGPT eats B2B software, who's favored in AI search results, $7m ABM strategy, and more

Hey B2B folks,

This week, we’ve got 2030 predictions, proof that brand storytelling isn’t just “nice-to-have”, and a disturbing look at how ChatGPT is slowly becoming the Swiss Army knife of B2B software.

Meanwhile, A16Z says enterprise AI spend is growing faster than your CEO’s MQL expectations.

Also: CMOs are staging a comeback, zero-click search is more and more common, and someone brave at Navattic ran A/B tests so you don’t have to (hint: her name starts with “N” 😉 ).

Let’s see the best insights from the last week:

• Video on LinkedIn: Trends and Insights Report for 2025 - I’m not sure about you, but I constantly see LinkedIn ads, sponsored by LinkedIn, telling me that video is the future of the platform. Check what Storykit’s report has to say.

• Four ABM programs that drove $7m in pipeline. Folks at FullFunnel are killing it with ABM campaigns, and they've just released an in-depth breakdown of four different campaigns. Check it out.

• We studied the impact of AI search on SEO traffic: Here’s what we learned - Semrush did extensive research on how AI search is impacting SEO traffic. When will AI traffic surpass organic traffic? Are LLM visitors worth more than SEO visitors? Check the summary and full report.

• Welcome to Zero-Click search. Please leave your traffic at the door - Zero-click searches are on the rise. Google and LLMs give full answers without citing resources. How do you fight with that? Ahrefs wrote a cool guide.

• AI Assistant Bias Revealed: Here’s Who Gets Favored and Who Gets Shunned in the New Era - Another great research piece from Ahrefs, showing us how LLMs are “ranking websites” in their answers and who gets the most mentions. Essential read if you’re looking to grow your AI search traffic. Check the summary and full article.

• The CMO’s comeback - Aligning the C-suite to drive customer-centric growth - McKinsey’s insights on how the CMO’s role is perhaps now more important than ever before (although many still don’t understand the marketing’s role, and budgets are shrinking). Check the summary and full article

• The next great distribution shift - As always, gem from Reforge - Old distribution channels are dying, and new ones are emerging. As every other distribution channel in the past, the new ones are open for “newcomers” right now, but might be “locked” pretty soon. Be the first adopter. Check the summary and full article.

• Navattic internal experiment: A/B testing Overview vs Segmented Demos - which interactive demos perform better? General ones or the ones tailored to different user roles. Navattic did an experiment, here are the results.

• ChatGPT is becoming the ultimate Mega-App: And it’s already starting to eat the B2B software - ChatGPT is not just a chatbot anymore, it’s quickly growing into a central hub for business tasks (especially with the HubSpot <> ChatGPT integration launched the other week). How to adapt.

• Brand storytelling isn’t fluff. It’s the deciding factor between differentiation and commoditization. This piece in the CMO club confirms something I’ve been saying for a long time: AI has made every brand look the same. Check the summary and full article to see how to differentiate yourself.

That’s your dose of B2B sanity for the week.

Close the 47 open tabs, skip the fluff in your feed, and go do something smart with what you just read.

We’ll be back next Monday with more insights you actually want in your inbox.

Cheers,
Ugi from ContentMonk and B2B Vault

P.S.
What topics are on top of your mind right now? If there’s some specific B2B content you would like to read more about, shoot me a message on my LinkedIn