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AI Looks More Credible Than Ever—Here’s How to Pressure Test It
AI’s easiest mistakes to catch are the obvious ones, like fabricated statistics, broken links, or unnecessarily wordy paragraphs. Those problems are frustrating, but they tend to announce themselves. The harder problem is the AI output that looks finished. This...
Why The Sudden Spike in Direct Attribution? And What To Do About It.
A version of the same meeting has been happening in marketing teams everywhere over the past eighteen months. The GA4 acquisition report goes up on screen. Organic search is flat or sliding. Direct traffic is up 30, 40, sometimes 60 percent year over year. And someone...
Preparing for the AI Era at RSA: How PR and Marketing Can Influence LLMs
As more than 45,000 cybersecurity leaders gather in San Francisco for the RSA Conference next week, one theme is becoming impossible to ignore: AI is changing how buyers research technology. Large language models (LLMs) like ChatGPT are increasingly used alongside...
How to Avoid AI Slop: A Practical Guide for Marketers and PR Professionals
For marketers and PR professionals, AI tools like ChatGPT and Google Gemini have quickly moved from novelty to necessity. When used strategically, they can dramatically speed up research, ideation, and first-draft creation. However, when used poorly, they can flood...
Beyond the Funnel: Marketing Models for Non-Linear B2B Journeys
In B2B marketing, the traditional funnel has long been used as the gold standard for mapping the buyer’s path. But today’s B2B buyer journey rarely follows a straight line. Buyers move fluidly between awareness, consideration, and decision, looping back, seeking new...
The Future of Signal-Based Marketing in Government Campaigns
Government decision-makers are harder than ever to reach. Long procurement cycles, complex buying committees, and strict compliance requirements make traditional approaches less effective. That’s why signal-based marketing, a strategy that uses intent data and...
Invisible Touchpoints, Real Revenue: Measuring Marketing Impact When Attribution Fails
In today’s fragmented digital landscape, buyers rarely follow a straight path to purchase. A prospect may read a blog post, listen to a podcast, attend a webinar, scroll past a LinkedIn ad, and finally convert weeks later after a colleague’s recommendation. Which...
PR for Emerging Tech Companies: Building Buzz Before You Have a Brand
Launching an emerging tech company is thrilling, but also daunting. You may have game-changing technology, visionary leadership, and a huge market opportunity, but one challenge looms large: how do you build buzz when your brand is still unknown? This is where PR for...
Partner experience: The shift partner programs can’t ignore
As someone who has spent a lot of time working with partner teams, I often see the same disconnect: organizations invest a lot of time, budget, and brainpower into customer experience (CX), while partner experience (PX) is treated as an afterthought. Nearly half...
How AI Overviews Effect CTR
Insights on the SEO shifts you need to know As a partner in cutting-edge digital marketing and SEO, Merritt Group is closely watching how new AI-powered search features, especially AI overviews, are changing user behavior and click patterns. In this post we explain...