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Beyond Findable: A Guide to Becoming Memorable in the Zero-Click Era
The Competitive Advantage of Early Adoption
The marketing playbook that B2B companies have relied on is quickly becoming obsolete. Since Google introduced AI-generated summaries, zero-click searches have become the default behavior, sending click-through rates spiraling down as much as 30% in some categories.
In this guide, you'll learn how AI is disrupting the world of B2B marketing and what your business can do to take advantage of the evolving infrastructure.
You'll learn about the Five Pillars of Memorable B2B Marketing and how to use them to create a comprehensive approach and blunt the impact of plummeting clicks and rising AI.
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TESTIMONIALS
Red Fan is obviously highly professional and competent, but the most impressive thing to me is the way they prioritize people and relationships in their work. Red Fan’s narrative and positioning process didn’t just make my business plan better—they made me better. Red Fan brought out the very best in me, and by the end of the process, everyone on the team felt not just like my own personal marketing/PR/communications guru but like my friend. I think perhaps you have to be truly “seen” in order to communicate your vision to others—and Red Fan “saw” me. For that, I’ll be eternally grateful.
Cognitive Investments
We found in Red Fan exactly what we needed from our PR firm: A true partner. Our company is in an extremely exciting growth phase, and the financial and regulatory industries we serve are evolving daily. We sought an agency that not only understands the space, but thinks strategically about how to break through the noisy news landscape. Whether collaborating on communications during our private equity acquisition, brainstorming fresh ways to position our brand or determining the right stories to share with media, I can always trust that Red Fan is looking for creative ways to boost our reputation and introduce new ideas to our marketing and communications teams. Most importantly, I know they have my back.
CSI
Red Fan is obviously highly professional and competent, but the most impressive thing to me is the way they prioritize people and relationships in their work. Red Fan’s narrative and positioning process didn’t just make my business plan better—they made me better. Red Fan brought out the very best in me, and by the end of the process, everyone on the team felt not just like my own personal marketing/PR/communications guru but like my friend. I think perhaps you have to be truly “seen” in order to communicate your vision to others—and Red Fan “saw” me. For that, I’ll be eternally grateful.
Red Fan is a trusted partner to Q2. They act seamlessly as part of our extended executive team and it shows. I highly recommend Red Fan for any CEO that wants the right team by their side. From the months leading up to our IPO and beyond, we have maintained a strong level of confidence in our PR efforts as Red Fan works seamlessly alongside our internal IR, legal and marketing teams. Kathleen and her team act as part of our extended executive team, and it shows.
Q2
Red Fan has been a critical strategic adviser to my team from the moment we hired them. As a high-growth company, we’re constantly faced with new business challenges, and we needed a partner whose approach is built on trust, adaptability and results. Red Fan has brought a much-needed outside perspective to my own teams, from executive-level meetings and strategy down to specific marketing tactics and processes, and Fluence-LED is simply better off because of it. I’m confident Red Fan is the right agency to execute on the evolving needs of our business, including media relations and thought leadership as well as global expansion and growth.
Fluence