Last week in B2B: What's working right now, attention is luxury, reinventing SEO, and more

Hey B2B folks,

Last week was all about what’s actually working in 2025 - from how self-serve SaaS companies are winning to omnichannel lifecycle plays that turn users into superfans.

ChatGPT is still doing black magic, SEO is going through its awkward AI-era makeover, and attention? You have to fight for it. Now more than ever before.

Also: a $600B AI question, a 7-step brand SEO framework, and fresh insights from 446 SaaS companies on how are they holding up with all the changes.

Let’s get into the best from last week:

• What’s working right now: B2B marketing trends and tactics for 2025 - Wynter surveyed 100 B2B SaaS companies to understand how they are winning and what’s working for them. Here’s the summary of the results.

• The ‘attention equation’: Winning the right battles for consumer attention - McKinsey’s research tells us how “not all attention is created equal”, how to calculate the “$ value” of your attention, and how to get more attention from the people who spend money. Check here.

• Beyond SEO: The triple-threat optimization strategy for visibility in the AI era - we all know that AI traffic is slowly taking over. However, how to optimize for that same AI traffic remains a mystery. Writer showed us the approach they use to optimize for AEO, GEO, and SEO. Read here.

• Is your product at risk of AI disruption? - We all know that, due to AI, products and features are becoming commodities. But, will your product still be alive in a year or two? Is AI a threat to you? Find out in this Reforge article.

• AI’s $600B question - AI spending jumped from $200B to $600B - but most companies are not making enough money to justify those costs. Will the AI era have the same destiny as the “dot-com bubble”? Find out.

• From demos to deals: Insights for building in Enterprise AI - AI tools look cool in demos, but turning them into real, useful products is much harder. Speed and trust are now everything. A guide on how to build the Enterprise AI software from A. Horowitz just dropped. Check the summary & full article.

• How Google’s AI mode compares to traditional search and other LLMs (AI Mode Study) - Semrush did an in-depth dive on how Google’s new AI mode compares to other LLMs and traditional search. See the insights & how to adapt to get more traffic & mentions.

• My exact 7-step framework for Brand SEO (with templates) - Google and LLMs reward strong brands, not “well-optimized” articles. To get more traffic in the next decade, you need to make your brand present across the web. Despina Gavoyannis gives us a glimpse at how she’s doing it. Check the summary and full article.

• Turning new users into advocates with an omnichannel lifecycle strategy - How to engage with your users in different places & what messaging to use to make them use the product, buy, adopt it, and eventually become the brand advocates? Userpilot gives us an amazing guide on that. Check the summary and full article.

• The state of B2B SaaS in 2025 (Analysis of 446 companies) - Wes Bush from ProductLed did an in-depth dive on how “self-serve” products compare to others. What are the average benchmarks? How are self-serve SaaS companies growing, and is the self-serve business model the right fit for you? Check these and more.

• How to create an irresistible offer to get more signups for your product-led business - Another gem from ProductLed. Wes Bush and Pedro Cortez broke down how to create irresistible offers and build landing pages that convert. See the insights.

Read these and 210+ other amazing articles published by the industry leaders on The B2B Vault

That’s a wrap for this week.

If you learned something new, forward this to a teammate who’s still trying to rank with 2019 SEO tactics or launch cold email campaigns with zero strategy (or doing Quora marketing 😄).

Or better yet - send them here: theb2bvault.com
So they can stop scrolling and start actually learning unique insights.

See you next Monday.
– Ugi

IMPORTANT P.S.

We’re releasing something exciting soon that will revolutionize how B2B marketers work, seek advice, utilize AI, and execute 😉. Can’t wait to show you.

And it’s going to be 100% free - at least until we hit the “backend server limits” (our developers have a fancier word for this. I’m just a marketer).