AI Search Is Rewriting Marketing | Evan Patterson

AI Search Is Rewriting Marketing | Evan Patterson

Google just changed the rules of search — and most brands aren’t ready for what comes next. In this episode of Back on T-R-A-C-K, Kerry Guard and Evan Patterson unpack the massive shift happening across AI search, SEO, content strategy, and brand visibility. From Google’s new AI-first search experience to the rise of AI-generated recommendations, they explore why traditional “blue link” SEO is disappearing — and what brands must do now to stay visible. This conversation dives into:  • Why “good content” alone is no longer enough  • The rise of Search Visibility Optimization (SVO)  • How AI is changing discovery, trust, and buyer behavior  • Why positioning and consistent messaging matter more than ever  • The growing importance of Reddit, communities, PR, and customer advocacy  • Why AI should improve quality — not just increase output If your brand relies on search traffic, content marketing, or demand generation, this episode is a wake-up call for the AI era.

Why Pipeline Perception Is Breaking Sales & Marketing Alignment | Kris Anderson

Pipeline isn’t just a number — it’s a perception problem. In this episode of Back on T-R-A-C-K, Kris Anderson breaks down why sales and marketing teams often struggle to align around the pipeline, even when everyone is chasing the same revenue goals. We explore the shift from volume-based lead generation to quality-driven engagement, why attribution alone can’t explain pipeline impact, and how brand, demand, sales, and customer teams all contribute to growth in ways that traditional reporting often misses. Kris also shares practical insight on:  • Defining pipeline in a way the entire GTM team understands  • Why “more leads” doesn’t always mean better outcomes  • How OKRs can unify sales and marketing teams  • The importance of quality engagement over vanity metrics  • Why brand awareness matters long before buyers enter the market If your teams feel disconnected, your pipeline feels unclear, or your marketing efforts aren’t translating into trust internally, this conversation will change how you think about growth.

From Founder-Led to System-Led Growth

Most growth strategies are boring. Theresa Potratz’s strategy is "unhinged"—and it works. From managing $2M budgets in AI robotics to hosting a top 10% global podcast about weird history, Theresa knows that data without storytelling is just noise. In this episode of Back on T-R-A-C-K, we dive into:  * How to double email open rates using hyper-personalization (the Clay playbook).  * Moving from "Founder-led" to "System-led" lead generation.  * Why "marketing your marketing" is the secret to sales alignment. • * What Napoleon’s battle with bunnies can teach us about market risk. If you want to scale your brand with a mix of data-driven precision and "weird" curiosity, this conversation is for you.

Stop Hiding: How to Turn Expertise into Authority

Most leaders are great at what they do, but terrible at telling the world about it. They have the expertise, but they lack the Authority Asset. In this episode of Back on T-R-A-C-K, Scott Turman, CEO of BrightRay Publishing and former NASA technologist, discusses how to scale your brand with precision. We dive into:  • Why a book is the ultimate "filter" for high-value clients.  • How to build authority without spending 2,000 hours typing.  • The "NASA approach" to personal branding.  • Why "Conversations That Convert" is better than "Content for the sake of Content." If you’re tired of being your industry's best-kept secret, this conversation is your roadmap to the spotlight.

Turning Complexity Into Clear Marketing | Aerin Paulo

Most early-stage marketing doesn’t fail because of effort. It fails because complexity isn’t translated into clarity. In this episode of Back on T-R-A-C-K, I’m joined by Aerin Paulo, a marketing strategist and leader who specializes in building marketing functions from the ground up for early-stage companies. Aerin has been a team of one, built small but mighty teams, and knows exactly how to turn complex topics into clear, usable messaging that actually drives growth. We dive into: • Building a marketing function from scratch • Turning complex products into simple, compelling messaging • Scaling with small teams and limited resources • Creating sustainable systems without overcomplicating If you’re building marketing from zero—or trying to make sense of the chaos—you’ll want to tune in.