Claude

B2B SEO Visibility and AI: Why Your Content Performs Well Without Generating Clicks

Over the past few months, a question regarding B2B SEO visibility and AI has come up frequently among our clients: “Why does our content seem to be performing less well… even though we’re doing everything ‘by the book’?” The rankings are still there. SEO is…. Read More

Published by : Claude Malaison, on April 29th, 2026.

Categories : Artificial Intelligence, B2B Marketing, SEO, GEO, IA

B2B Marketing Metrics: Why Your Data Complicates Decision-Making

B2B marketing metrics are everywhere in your dashboards. You open your CRM, review your newsletter reports, and then examine your LinkedIn campaigns. The numbers are right there. Yet when it comes time to make a decision, whether to invest more, reallocate a budget, or halt…. Read More

Published by : Claude Malaison, on February 27th, 2026.

Categories : B2B Marketing, Web Analytics

B2B marketing blog in 2026: building trust, establishing authority

For more than twenty years, I have watched marketing practices evolve, transform, and sometimes lose momentum. Yet if there is one tool that has survived every wave, it is the blog. I started mine in 2006. ExoB2B’s was created in 2009. Professionally, the more I…. Read More

Published by : Claude Malaison, on February 17th, 2026.

Categories : Blogging, Content Marketing, Thought Leadership

B2B content visibility: the strategic challenge that too many companies underestimate

B2B content visibility is no longer guaranteed by quality alone. A piece of content can be rigorous, relevant, and perfectly aligned with a strategy… without ever producing any real impact. The reason is simple: it is neither seen, nor understood, nor integrated into decision-makers’ thinking.…. Read More

Published by : Claude Malaison, on January 20th, 2026.

Categories : Marketing de contenu

AI consistency: how to avoid being forgotten by AI

I want to show you, in my post, why AI visibility varies from one day to the next. And how to ensure that your company is mentioned regularly in the answers generated by artificial intelligence tools. This is really important! Because AI consistency in B2B…. Read More

Published by : Claude Malaison, on December 1st, 2025.

Categories : Artificial Intelligence, B2B Marketing, Intelligence artificielle, Référencement – SEO

Rethinking your B2B website: here are 9 essential levers for 2026

Your B2B website is not a showcase: it is a strategic lever that influences your visibility, credibility, and sales leads. To fully play this role, it must evolve with your markets and objectives, but also with technology. By 2026, your B2B website must be clear,…. Read More

Published by : Claude Malaison, on November 24th, 2025.

Categories : Artificial Intelligence, B2B website, Intelligence artificielle, Référencement – SEO, Sites Web B2B -

The B2B newsletter: a strategic marketing tool in the age of AI

By 2025, the inbox has become a battlefield. Automations, alerts, and promotional messages pile up at a frantic pace. Yet, amid this digital noise, the B2B newsletter holds a rare privilege: it remains a chosen channel. It speaks to readers who have given you permission.…. Read More

Published by : Claude Malaison, on October 27th, 2025.

Categories : B2B Marketing, B2B Newsletter, Infolettre B2B -, Intelligence artificielle, Marketing de contenu

False AI claims: protect your B2B brand

Have you ever asked a conversational agent or chatbot a question about a company… only to get an answer that was completely off track? You’re not alone. These errors are far from trivial. They can seriously damage a brand, especially in B2B, where trust takes…. Read More

Published by : Claude Malaison, on October 20th, 2025.

Categories : Artificial Intelligence, Branding -

B2B online search: from attention to intent in the age of AI

Just a few years ago, B2B online search was like a well-organized catalog: you entered a keyword and Google presented the options. Today, that catalog no longer exists. Instead, artificial intelligence synthesizes, reformulates, and chooses for you. And if you want your customers to still…. Read More

Published by : Claude Malaison, on September 19th, 2025.

Categories : Artificial Intelligence, B2B Marketing, B2B online search, Intelligence artificielle, Intent Marketing, Marketing Research, Référencement – SEO, SEO

Podcasts in B2B marketing: when theory turns into results

About a year ago, I asked you a simple question: what is the real value of podcasts in B2B marketing strategy? I showed that this audio format, long underestimated, is much more than a gimmick. Podcasts in B2B marketing are a way to humanize your…. Read More

Published by : Claude Malaison, on September 15th, 2025.

Categories : B2B Marketing, Content Marketing, Marketing B2B -, Stratégies-marketing