Giving you the strategy to amplify your organisation’s positive impact.
The energy sector includes a broad range of organisations, from renewable energy developers and energy infrastructure providers to technology businesses, utilities and consumer-facing suppliers. Each operates in a complex market, often with multiple audiences, long buying journeys and products that can be difficult to explain. Effective energy marketing therefore requires more than promoting individual products […]
Ask ChatGPT, Gemini, or Google’s AI Overviews to explain your organisation, and yes, you’ll get an answer. But ask again, you’ll get a different one. That’s the number one challenge when measuring any organisation’s visibility in AI search. Your organisation’s presence in AI answers can be observed, but it’s not necessarily consistent. AI doesn’t behave […]
On the Monday evening of London Climate Action Week, with London cooking under a record-breaking heatwave, the most sensible place in the city was underground. We brought a room full of marketers together from across climate tech, clean energy, and sustainability, in an 18th century port cellar, for an eco wine tasting. The wine was […]
The search landscape is shifting quickly, with features, user behaviour and industry commentary updating almost every day. Google is obviously central to that shift towards AI search, as it continues encouraging users towards generative AI experiences through features like AI Overviews and AI Mode. That makes its “Guide to Optimising for Generative AI Features on […]
In my previous article – Become your own benchmark: why B2B marketing needs better measures of success – we looked at why B2B digital marketing benchmarks can be useful, but limiting. They help senior marketers within organisations – or B2B digital marketing agencies like exceptional™ – to understand the landscape, defend performance and create context. […]
After more than four years at Aldgate Tower, exceptional™ is relocating to a brand new home… next door! It’s only a hop, skip and a jump away, but it reflects a bigger step for our agency. Over the past year, we’ve launched exceptional™, sharpened our focus on AI driven discovery, and continued to work with […]
Will AI search mean people stop visiting your website? The honest answer is… yes, in some cases. AI-generated answers are already changing how people use search. Pew Research Center found that users clicked a traditional Google result on 8% of visits where an AI summary appeared, compared with 15% of visits where there was no […]
AI browsers are going to change how people interact with websites. Google is rolling out Gemini in Chrome to Mac and Windows desktop users in the US. This means users can ask Gemini to clarify complex information on any webpage they’re reading. Google has also introduced the ability to ask questions about the current page […]
You don’t need me to tell you that AI is completely changing search. Every B2B brand wants to know how to appear in AI answers. It’s easy to see why. So there are two questions every B2B needs to answer before they start thinking about AI-driven discovery, AI SEO, GEO – whatever you want to […]
AI content policies are starting to show up in more places, especially among publishers, broadcasters and other editorial-led organisations. With AI playing a much larger role in how a lot of content gets produced, these policies are no surprise. The question I’m asking isn’t whether organisations are using AI in content creation. Most already are, […]
Benchmarks are useful in digital marketing. They offer reassurance: a way to make performance feel measurable, comparable and defensible. Marketing benchmarks help answer the question every marketer has heard in one form or another: “Is this good?” As marketers, we review the stats, look at whether we are above or below the industry average, and […]
When I was three, my brother had a stick. Not just any stick – a very good stick. I wanted it with the full commitment only a three-year-old can bring to something they have no practical use for. There were a few issues. It was too big for me, it belonged to my brother, and […]
