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Kristin Kovner, CEO and Founder of K-Squared Strategies, discusses how marketing creates markets and the major shifts happening as AI transforms product discovery. Kristin helped launch YouTube's video advertising business at Google & AOL and now has advised 100+ high-growth tech companies on their go-to-market strategies. She's watching a major shift unfold: people ask ChatGPT and Claude questions they used to ask Google, but there's no playbook yet for how brands show up in those AI answers.

WHAT WE COVER:

- Why CEOs need conviction

- How marketing teams are becoming lean, distributed networks of senior experts

- What it takes to build marketing that drives revenue, not just spends budget

Lessons from launching YouTube's ad business with zero marketing budget

KEY INSIGHT: "Creativity loves restraint. You don't need a big budget to make big impact."

If you're interested in marketing strategy, AI discovery, or lessons from building markets where they don't yet exist, check out the conversation on Megashift.

https://ksquaredstrategies.com

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"It's not just SEO anymore." Garrett Sussman explains why AI search requires a completely new strategy. Garrett Sussman, Director of Marketing at iPullRank, breaks down how ChatGPT, AI Overviews, and conversational search are fundamentally changing digital visibility—and what businesses must do to adapt.

🔑 WHAT WE COVER:

• Relevance engineering: The 5-pillar framework replacing traditional SEO
• Query fan-out: How AI turns 1 search into 20+ synthetic sub-queries
• Input, channel, performance: The 3-tier metrics framework
• Google vs ChatGPT vs Perplexity: Market share reality

📊 KEY INSIGHT:

"When you can have a conversation with your search tool, you're asking questions in natural language. That's more difficult to monitor as a marketer—you can't just optimize for hundreds of thousands of searches for 'running shoes' anymore."

🎯 FOR: CMOs, marketing directors, and business leaders trying to figure out what this AI search shift actually means for their strategy and budgets.

🔗 RESOURCES:

• iPullRank AI Search Manual: https://ipullrank.com

Subscribe to Megashift for more on AI, search, and business transformation.

#AISearch #GEO #RelevanceEngineering #SEO #iPullRank #DigitalMarketing #ChatGPT

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TREND ALERT: Keyboard is building an open-source universal MCP server that securely connects all your tools to any AI client—unlocking infinite productivity without sacrificing security.

Rob Kleiman talks with Keyboard co-founders Stephen Roland (ex-Stripe) and Andrew Van Beek (ex-Okta) about the Model Context Protocol (MCP) and how it's transforming AI from answering questions to actually doing work—creating docs, editing videos, managing tickets, all with zero-trust architecture.

They share their journey from Techstars, why they open-sourced their solution, and how enterprises can adopt AI productivity tools without exposing sensitive data.

Find the tool at https://www.keyboard.dev/

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We had the distinct pleasure of chatting with Developer Relations pioneer and Author Caroline Lewko of DevRel.Agency about her journey in the tech field and how Developer Relations remains central to the rapidly evolving field of AI.

Caroline shared fascinating reflections from navigating the early mobile days and lessons learned that can be applied to the wild west of AI. Specifically, we discussed how AI is impacting DevRel strategies and what skills needed to succeed in the realm of supporting developer ecosystems and hashtag#devtools.

Caroline emphasized the importance of curiosity to stay current as technologies rapidly change. If you're interested in DevRel strategies, community building or lessons from a true pioneer in the field, check out our discussion on Megashift - New Trends in Business!

Resources

https://www.devrel.agency/post/meet-c...

https://www.devrel.agency/book

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Learning how Prolog NYC helps develop creativity in people/teams via assessments that map to 5 strengths: novelty, efficacy, beauty, connectivity, completeness. In this episode we discuss the future of harnessing AI to build on creative competencies and a share understanding of definitions around what makes something or someone inherently creative.

Learn more @ https://prolognyc.com

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Ben Loeb and I met at American University during undergrad. Since then, he spent 7 years cutting his teeth at Microsoft as a marketer. Now he is the FIRST MARKETING RESEARCH HIRE at Compass. And he’s sure to be doing some big things there.

In this interview, we chat about his background in marketing research, product marketing, business consulting, and corporate strategy. We focus on some of the ways he’s collaborating with designers, engineers, and other marketers to bring make sure the customer's voice is front and center.

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TREND ALERT: Tapuya Brands acquires native Amazon private label products and turns them into consumer-valued brands on and beyond Amazon. Iaasc Linson is leading the charge and building a business to seize the market opportunity. He has great enthusiasm for this new model and we chat about it here.

Using proprietary technology, the company discovers and buys high revenue, above-average margin, and category moat businesses that are native to Amazon with low or zero off Amazon brand presence.

Upon acquisition, the company onboards, optimizes, and helps to enliven the brand story. As seasoned brand creators, storytellers and managers, they know consumers value brands over products.

What drives valuations high for brands is customer loyalty and the data collected around this. The firm plan to leverage the increased value of these brand on and beyond Amazon through social marketing, search, product development, and supply chain management, leading to substantial financial and operating growth.

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