Key AI Visibility Takeaways Ask most B2B marketers how they plan to improve their brand’s visibility in AI search engines, and they’ll describe a content strategy. More structured pages. Better schema markup. FAQs optimized for ChatGPT. Faster load speeds. (I say this as someone who’s regurgitated these exact things to members of my team.) None of that is wrong. I wanted to offer that caveat before… Read more »
It’s official: We’re in the acronym soup stage of AI marketing. (And no, Adam Driver, it’s not good soup.) Truth be told, things have been looking soupy for quite some time, at least if the average B2B marketer’s LinkedIn feed is anything to judge by. Every marketing executive wants to dominate GEO. Or be an AEO juggernaut. And leave SEO by the wayside, because it’s really,… Read more »
When I had to say goodbye to my cat of 18 years, it taught me some valuable lessons about B2B SaaS PR. I’m just kidding! Losing my heart cat did not give me any poignant business advice to impart. Instead, I’ve gained a new appreciation for the role pets play in our professional lives. Snow Boots’ Transformation from Pet to Coworker Snow Boots (aka Handlebars,… Read more »
Following an engaging press panel discussion at Swaay.Health LIVE 2026, we sat down with Jennifer Bresnick to dig deeper into her reporting for Digital Health Insights: what her most successful stories look like, the must-have elements of a resonant pitch, watch-outs for PR pros, and the critical difference between thoughts and thought leadership. Related Read >> PAN Press Pass: What Actually Gets Covered in AI Media – Insights from Shaun Sutner at AI Business Q: What drew you to your beat, and what… Read more »
The weather has warmed up, Summer Fridays are back at last, and it’s time for one of my favorite PAN traditions – the PAN Summer Reading List! From sprawling fantasy epics and dark academia to heartfelt literary fiction and classics, PAN employees have rounded up the books they couldn’t stop talking about this year. Whether you’re packing for a beach vacation, lounging by the lake, or simply looking for your next great escape, here’s what’s topping our… Read more »
(How Independent Validation Influences B2B Buying Decisions) Imagine you’re looking for a memorable dinner at a restaurant, but don’t know where to go. How do you decide on the perfect location? One common approach is to search restaurant reviews to find a well-liked dining experience. This method is called “social proof” — a powerful concept that suggests if other people or organizations have used, liked, or… Read more »
AI is embedded in our daily workflows, but many of us are afraid to confront how reliant on it we’ve become. This anxiety is understandable. Sixty-six percent of consumers are experiencing AI credibility fatigue, and 43 percent say they don’t trust much of anything anymore. But staying silent won’t cut it. PR and communications professionals need an AI disclosure strategy to protect and strengthen their credibility…. Read more »
Today, nearly every company — whether a SaaS firm, CPG brand, or healthcare organization — claims to have an AI story. For communications teams, the challenge is not simply developing that narrative but earning attention for it, as the AI media relations landscape becomes increasingly crowded, raising the bar for what reporters consider newsworthy. In the latest edition of PAN Press Pass, we spoke with Shaun… Read more »
Before a B2B buyer reaches a vendor’s website today, they may have already compared features, evaluated pricing, and built a shortlist — all inside an AI platform. By the time they follow an AI citation to a product page, the selection work is largely done. That’s the insight behind a growing body of data showing AI-referred website visitors convert at much higher rates than visitors from other channels. It’s not that AI… Read more »
B2B buying is a multi-stage process, often taking months to complete. Usually, a team of people spend time researching and analyzing a product or solution to see if it even makes their shortlist. It’s more than a vendor capability assessment; it’s a deeply complex journey rooted in addressing critical challenges and needs. A 2026 report from Forrester uncovered that generative AI (gen AI) searches are an increasingly popular starting point for research and discovery. Buyers are relying more on their internal and external networks to validate purchase and procurement decisions. How marketing and sales teams reach their buyer audiences has fundamentally changed because of AI search. What vendor assessment really boils down to now is credibility and value. What is the Vendor Assessment Process? … Read more »