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Reinventing ABM for the AI Search Era
Description
Episode #229:
Rebecca Colwell, SVP of Marketing at Yext, explains why AI search adoption is surging and how it reshapes visibility. She shares research on usage and click behavior. She outlines three strategic shifts for marketers and shows how trust and accurate brand facts drive citations.
“If you’re not visible in that first moment, you miss the entire opportunity. The goal isn’t just to rank for a keyword, it’s to be cited and trusted by the model so you appear in the answer.” – Rebecca Colwell
Marketers are entering a new era of visibility, where AI-generated answers replace search results. Rebecca shares Yext’s findings on how LLMs are changing buyer journeys and what steps leaders can take to earn trust, measure citations, and ensure brands are visible when AI provides the answer.