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  • Last week in B2B: McKinsey predicts the future, Codeacademy's 50M user PLG playbook, IRL events are making a comeback, and more.

Last week in B2B: McKinsey predicts the future, Codeacademy's 50M user PLG playbook, IRL events are making a comeback, and more.

ChatGPT is quoting Google, featured snippets are fading, and zero-click content is your new growth channel — here’s what smart B2B teams are doing next.

Author

Ugi Djuric
July 28, 2025

Hey B2B folks,

AI is dominating the headlines - but search is evolving in the background, snippets are vanishing, ChatGPT is quoting Google results, and your next traffic source might not even involve clicks.

Also: McKinsey’s tech outlook for 2025, how Codecademy’s freemium strategy hit 50M+ users, and one marketer’s quest to decode ChatGPT’s secret ranking formula.

Let’s get into the best from last week:

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  • McKinsey Technology Trends Outlook 2025 - McKinsey just dropped a big report. From AI agents to foundational data infrastructure, this report breaks down the top 15 tech trends that will reshape business in 2025. Check the summary

  • Build your personal AI copilot - You don’t need to wait for AGI. You can build a custom GPT today that knows your workflows, runs your ops, and thinks like you. This guide shows how to do it in a few hours. Read the how-to

  • PR trends: the shifts you can’t ignore in 2025 - PR in 2025 looks nothing like five years ago. The media landscape is fragmented, trust is eroding, and brands need new ways to earn credibility. Check the top shifts

  • The case for zero-click content in a zero-trust ecosystem - Google’s eating your clicks. AI tools are answering without links. This post by Amanda Natividad explains how zero-click content can still build brand, trust, and demand. Read the strategy

  • The power of identity: building lifelong customers - Loyalty isn’t about features — it’s about identity. This piece examines how top brands tap into the aspirations of their customers. See the insight

  • Confirmed: ChatGPT uses Google SERP snippets for its answers (with proof) - A test confirms what many suspected: ChatGPT is pulling its answers from Google’s SERPs. This has enormous implications for SEO and AI visibility. Read the takeaways

  • Attention is the last scarce resource - Everything’s infinite - except attention. This piece explains how to earn, keep, and respect attention in a world full of noise. Read here

  • How brands can use uncertainty to create relevance - In uncertain markets, people look for meaning. This guide shows how brands can use ambiguity to spark relevance and loyalty. Explore here

  • Freemium case study: How Codecademy acquired 50M+ users
    Codecademy’s freemium model wasn’t just a traffic play — it was a growth machine. Here’s the strategy behind 50M+ users. Read the case study

  • Data in marketing: how brands turn exclusive data into viral content - Great content is increasingly data-powered. This guide shows how brands use proprietary data to build trust, authority, and reach. Check the examples

  • “Dear marketers, how do you build an IRL events strategy?” - Everyone’s talking AI, but IRL is back. This piece gives a real-world approach to planning physical events that spark trust and community. See the playbook

That’s a wrap for this week.

Start investing in AI for your operations, optimize your content for AI search results, and start brainstorming how your brand can stand out in a commoditized market.

Oh and yeah, if you can, please support us on Product Hunt today!

See you next Monday,
– Ugi from ContentMonk & B2B Vault