Our “Frontline insights” series brings together perspectives from B2B marketing leaders who are navigating the industry’s challenges in real time. We're exploring what's working, what's not, and how teams are adapting to economic uncertainty, shifting buyer behavior, and the latest technologies.
This conversation features Patricia Zavacky, Marketing Manager at Linnify, a global technology partner that helps leading brands accelerate their digital development initiatives through AI.
In the discussion below, Patricia shares her work with Generative Engine Optimization, how AI has fundamentally changed her workflow, and why adaptability matters more than ever.
At the beginning of the year, GEO was still surrounded by confusion for many. Is it hype? Is it SEO? Is it something entirely different? While some were still wondering, Patricia already started to notice something:
She also realized pretty quickly that GEO is not that different from traditional SEO:
While we know that good SEO practices are still more important than ever, Patricia’s strategy for GEO is based on a slightly different approach:
Patricia describes Linnify's approach to marketing investment as pragmatic:
This mindset proved particularly valuable when she started noticing shifts in client behavior earlier this year:
Working at a company focused on AI development, her practical advice is specific:
When asked about the most important skill for a B2B marketing leader, Patricia's answer reflects the reality of constant change:
But she also warns about the challenge of filtering the signal from the noise:
For balancing quick wins with long-term strategy, Patricia points to the importance of clear objectives:
Looking ahead, Patricia anticipates two significant changes that might seem contradictory but are actually complementary:
At the same time, she sees a counterbalancing trend:
Her final advice synthesizes these tensions perfectly:
Share it with other marketers on the front lines so they can learn from these insights , or at least breathe a sigh of relief, knowing they're not the only ones navigating this chaos.
If you want to contribute and share your own insights, reach out to us here or on LinkedIn.