In 2026, Less than One Third of Google Searches Still Send a Click
In the first four months of 2026, a whopping 68.01% of Google searches ended without a click. Thanks to AI features, instant answers, UI…
Marketing
How Do You Market to a Double-Sided Marketplace?
At last week’s SparkToro Office Hours, someone asked about how to incorporate audience research into a marketing strategy for a double-sided marketplace. That has…
Audience Research Brief: How We’d Market to Mid-Market RevOps Leaders
But seriously, how does audience research inform your marketing strategy? I often say audience research is the heart of it all. And in a…
Office Hours: B2B Storytelling: How to Make Your Brand Their Favorite
“What’s the best Disney movie of all time?” Before you answer — you’re already proving the point. In this episode of SparkToro Office Hours…
If Search Captures Demand, Public Evidence Creates It
Note: If you prefer audio, you can listen to a slightly-less polished version of this blog post on my show, the Zero Click Marketing…
Office Hours: How to Write Influence-Driven Marketing Messaging
“Where we’re going, we don’t need… roads.” Slip on your self-lacing Nike Mags, and buckle up in the DeLorean. We’re going back to 2021…
Why LinkedIn Might Have Two Algorithms — and Why Marketers Should Care
We marketers talk about the LinkedIn algorithm as though it’s a single behemoth. But a recent analysis from Christopher Penn suggests the platform may…
Office Hours: Who Will Amplify This and Why?
There’s an expression about the cobbler’s children not having shoes. We’re kind of like that. We are the cobblers AND the children, and we…
Best Practices Are Meaningless Without Audience Research
There isn’t actually anything “wrong” with best practices. Best practices are general guidelines for what to do in order to ensure a general baseline…
Why Everyone Prompts AI Differently (Even When They Want the Same Thing)
Recently, I ran a tiny experiment. I asked eight mom friends — people very similar to me socioeconomically and with kids around the same…