Session #7 - What is Actually Working Right Now in B2B Organic Growth?

Session #11 - What Differentiation Looks Like Now in B2B Marketing

Ryan Sargent joins Nate Turner and Kevin King to discuss how B2B marketers can stand out now that AI has made content volume a non-factor. The conversation focuses on how better inputs, including proprietary data and first-party insights, are what separate strong AI-assisted content from generic output. Despite predictions that websites will become obsolete, the hosts argue that they matter more than ever, and that they need to work harder to convert visitors and surface the right information for LLMs. Other topics include hyper-specific case studies, unique audience experiences like awards and intimate events, and robust product documentation. The episode wraps with the idea that good judgment, knowing which stories to tell and where to focus effort, is the most important skill marketers can develop right now.

Session #10 - What Does "ICP-Aligned Content" Actually Mean?

In Session 10, Nate Turner, Kevin King, and Ryan Sargent unpack why "ICP-aligned content" has become a buzzword that few marketers can actually define or execute on. They argue that most ICP research falls short by focusing on demographics and firmographics rather than the "jobs to be done" framework, and recommend listening to sales calls and talking to existing customers as more practical starting points. The conversation also explores what "aligned" really means in practice — from speaking the right vocabulary to meeting audiences where they are in their journey. Ryan and the team close with actionable advice on diagnosing market maturity and building content that speaks directly to an ICP, rather than simply about one.

Session #9 - What AI Means for Content Teams in 2026

In the final episode of 2025, Nate Turner and Kevin King were joined by Ryan Sargent of Ten Speed.  Content strategy is changing quickly as AI tools reshape how teams plan and produce work. This episode looks at what 2026 will bring for content leaders who are adapting to new levels of bandwidth, velocity, and expectations. We talk about how platforms like AirOps and specialized LLMs influence content velocity and raise the pace for companies of all sizes. We also dig into how AI search rewards freshness even more than traditional search and what that means for planning, publishing, and keeping content relevant. The conversation explores whether teams will try to separate content created for LLMs from content created for humans and why that separation may be harder to maintain than it sounds. We also examine how AI automation interacts with human bandwidth and how teams decide the best way to divide work across writers, editors, strategists, agencies, and freelancers. We close with a look at the content formats and approaches that actually drive conversions in a world where discoverability and performance both matter. This episode gives content leaders a grounded view of how to evolve their strategy for the year ahead. For more, visit www.tenspeed.io.

Session #8 - 2026 Planning Advice from B2B Leaders & Growth Unhinged B2B GTM Report

In this Ten Speed Session, we dig into the biggest question facing B2B marketing leaders as they plan for 2026: If you could give one piece of advice to B2B marketing leaders heading into 2026, what would it be? We pulled together perspectives from some of the smartest operators in the industry, and a few themes surfaced again and again. Speed beats perfection. Brand measurement needs to grow up. Automation should clear the way for bold creative ideas. The modern buyer expects more than recycled tactics. Generalists are becoming the new in-house power players. And above all: stop waiting for certainty. In this conversation, Nate Turner and Kevin King synthesize guidance from leaders across Sprout Social, Ten Speed, Clearscope, 42 Agency, MKT1, and Growth Unhinged to build a clear picture of what actually matters going into 2026. Whether you're navigating declining SEO traffic, figuring out how to stay visible in AI search, or trying to get your team to move faster, this episode will help you focus on what counts and ignore what doesn’t. We cover: * Why speed, agility, and imperfect execution will outperform polished plans * The shift from vanity “brand = direct traffic” to real brand measurement * Automation vs. alchemy: what to automate, what to pour creative energy into * How the modern B2B buyer is changing and what that means for your playbooks * Why generalists are becoming the in-house future (and how to hire around it) * The importance of committing, executing, and avoiding analysis paralysis * The GTM channels poised for real growth in 2026, including AI search If you’re leading a marketing team, planning your 2026 strategy, or just trying to cut through the noise, this episode gives you the clarity and momentum heading into the new year. Contributors: Marino Fresch - https://www.linkedin.com/in/marinofresch/ Kamil Rextin - https://www.linkedin.com/in/kamilrextin/ Ryan Sargent - https://www.linkedin.com/in/ryan-sargent-5a455511a/ Bernard Huang - https://www.linkedin.com/in/bernardjhuang/ Kevin King - https://www.linkedin.com/in/kevin-king-marketer/ Emily Kramer - https://www.linkedin.com/in/emilykramer/ Nate Turner - https://www.linkedin.com/in/nateturner1/ Kyle Poyar - https://www.linkedin.com/in/kyle-poyar/ Growth Unhinged 2025 State of B2B GTM Report: https://www.growthunhinged.com/p/2025-state-of-b2b-gtm-report

Session #7 - What is Actually Working Right Now in B2B Organic Growth?

Nate Turner and Kevin King break down what is working now in organic growth: fresh ICP-focused TOFU, AIO structuring that earns AI answers, and product content that solves real problems. They share proof from several of their clients to show how refreshes and data-backed assets drive LLM citations, brand demand, and qualified clicks. Plus, why core pages and tight technical SEO turn that visibility into pipeline.