Last week in B2B: Fresh content wins in AI search, Monday.com vs. Asana, virality prompts, and more

Hey B2B folks,

Last week was all about strategy over shortcuts.

From Monday.com’s $473M leap to ServiceTitan’s $11B playbook — the winners aren’t following trends, they’re building moats.

Meanwhile, Google continues to rank fresh content, AI assistants are displaying their citation preferences (based on 17M data points, freshness is the winner), and SEO? Still very much alive.

Also: the top virality prompt of the week, 12 heuristics for better content design, and why you should stop blindly following frameworks.

Let’s get into the best from last week.

• Operationalizing your topic-first SEO strategy - Everyone talks about topic clusters. Few make them work. This guide by Kevin Indig breaks down how to turn a topic-first strategy into results that compound. Read the playbook

• The Meta Report: Lessons from 640 Haus incrementality experiments - After running 640+ incrementality tests, Haus dropped a monster report showing what drives growth across channels. This is the blueprint for smarter growth ops and paid campaigns. Check the results

• Virality prompts - A simple prompt can turn a good post into one that gets massive reach and engagement. This one is built for virality and comes with examples. See the tactic

• New research: Intent Data Maturity Curve - Most teams use intent data wrong. This new curve shows where you are on the journey,  and how to turn weak signals into a strong pipeline. Check the research

• Don’t follow frameworks. Break them - Frameworks are useful until they get in the way. This one’s a reminder that the best strategies often break the mold. Short read, strong POV

• 12 heuristics for content design - Great content isn’t just about writing. It’s about how people consume it. These 12 rules will help your team create more readable and usable content. Practical list here

• Putting the Jobs-to-be-Done interview into practice - JTBD should not be just a theory. This guide walks you through how to conduct an actual interview and gather real insights that shape product, messaging, and demand. Check the summary

• AI assistants prefer fresher content (17M citations analyzed) - In a study of 17 million AI citations, one trend stood out: freshness. If your content isn’t up to date, LLMs may ignore you. Read the research summary.

• The $473M gap: How Monday executed the perfect B2B playbook (while Asana slowed down) - Same space, same timeline, different outcome. This deep dive compares Monday’s growth engine vs. Asana’s stall. Lessons everywhere. Read the teardown

• From $30M to $11B: The ServiceTitan playbook - How did ServiceTitan scale vertical SaaS at this level? Former CRO Ross Biestman shares the moves that made it happen. Check the masterclass

That’s the wrap!

See you next week,
Ugi from ContentMonk and B2B Vault

P.S.
We’re dropping the hot new podcast tomorrow. 😉