Type of Content: Blog

AI Transfers Ready Buyers: What B2B Marketers Need to Know About AI Referral Traffic 

Date: Categories: Integrated Marketing

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 »

The Vendor Assessment Shortlist: Credibility Signals B2B Buyers Always Validate

Date: Categories: Integrated Marketing

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 »

Proof Beats Promises: The New Standard for B2B Brand Messaging

Date: Categories: Integrated Marketing

There was a time when a polished message could carry a lot of weight.  A strong headline, a confident value prop, maybe a stat or two pulled from a familiar report. That was often enough to get a prospective buyer to lean in, book a demo, or at least give your brand the benefit of the doubt.  That time feels like ages ago.  Today, buyers are surrounded by… Read more »

PAN Press Pass: Emma Burleigh, Reporter at Fortune

Date: Categories: Public Relations

At PAN, we regularly connect with journalists to better understand what makes a story stand out — and what gets ignored. These conversations help PR teams sharpen their pitching strategy and better align with the reporters covering their industries. For this edition of PAN Press Pass, we spoke with Emma Burleigh, a reporter at Fortune covering success, careers, and the evolving workplace. Burleigh’s reporting focuses on… Read more »

More than a Shiny Trophy: Why Business Awards Are a Golden Opportunity for LLM Visibility

Date: Categories: Integrated Marketing

It always feels good to celebrate great work – and even better to be recognised by others for it. But awards offer more than just an opportunity to celebrate; they’re also an opportunity to influence buyers and machines.  We know that generative AI tools are increasingly influencing how decision makers research, shortlist and validate technology partners. In this evolving world of discovery, visibility matters and credibility… Read more »

How Often Does ChatGPT Hallucinate? What AI Accuracy Means for B2B Marketing and PR

Date: Categories: Integrated Marketing

AI is quickly becoming the go-to research assistant. According to eMarketer, 47 percent of B2B buyers use AI for market research and discovery, and 80 percent of tech buyers use generative AI as often as traditional search. But AI comes with a catch: hallucinations. When AI tools like ChatGPT hallucinate, they confidently give information that’s inaccurate or fabricated. This lack of AI accuracy distorts executive research,… Read more »

PANpov: (Water)Color Your Life.

Date: Categories: Culture/Agency Life

I like to say, “I grew up on Crayola,” and have always lived my life in some, if not many, aspects of the creative world: designer, artist, writer, sculptor, etc. Much to the chagrin of my family and friends, I can’t shut it off; it’s like an autonomic function.   I can’t watch a commercial, see a business with an interesting name, or think of a random pun without sharing campaign ideas stemming from it. It’s one of those “You know what they should do is…” types of afflictions. But this “always on” creative thinking is a big part… Read more »

PAN Press Pass: A Conversation with Isaac Sacolick on Ideas, AI, and What Makes a Quote Worth Using

Date: Categories: Public Relations

We caught up with Isaac Sacolick, president of StarCIO and longtime contributor to CIO and InfoWorld, to talk about where his ideas come from, how he sees AI reshaping journalism, and what separates a standout quote from the hundreds he reviews every quarter. Isaac’s background gives him range: He has served as a CIO and CTO, shifted into analyst and editorial roles, and built a career… Read more »

The B2B Buyer Journey Is Changing: Here’s How to Reach C-Suite Executives in This “Age of AI”

Date: Categories: Integrated Marketing

The B2B buyer journey is changing faster than most marketing teams can rewrite their strategy decks. (Not us, though, we’re on top of it.)  Executives are increasingly using traditional search less and less. They’re now turning to generative AI platforms, specialized forums, social channels, and trusted publications that vary widely by role. That shift has clear implications for PR, content, and brand visibility. But that’s not… Read more »

A Wicked (for) Good and Grateful Holiday

Date: Categories: Culture/Agency Life

This year, who can say if I’ve been changed for the better, but because I knew you, 2025, I have been changed for good. Like many, I jumped on the Wicked bandwagon this year, so I couldn’t resist inserting a Popular reference or two. While some of you may be Loathing this opening, I’m reminded that No Good Deed Goes Unpunished.    For those not on the Wicked bandwagon (why not), we’ll switch gears here to focus on the true meaning of… Read more »