In Session 10, Nate Turner, Kevin King, and Ryan Sargent unpack why "ICP-aligned content" has become a buzzword that few marketers can actually define or execute on.

They argue that most ICP research falls short by focusing on demographics and firmographics rather than the "jobs to be done" framework, and recommend listening to sales calls and talking to existing customers as more practical starting points.

The conversation also explores what "aligned" really means in practice — from speaking the right vocabulary to meeting audiences where they are in their journey. Ryan and the team close with actionable advice on diagnosing market maturity and building content that speaks directly to an ICP, rather than simply about one.

In the final episode of 2025, Nate Turner and Kevin King were joined by Ryan Sargent of Ten Speed. 

Content strategy is changing quickly as AI tools reshape how teams plan and produce work. This episode looks at what 2026 will bring for content leaders who are adapting to new levels of bandwidth, velocity, and expectations.

We talk about how platforms like AirOps and specialized LLMs influence content velocity and raise the pace for companies of all sizes. We also dig into how AI search rewards freshness even more than traditional search and what that means for planning, publishing, and keeping content relevant.

The conversation explores whether teams will try to separate content created for LLMs from content created for humans and why that separation may be harder to maintain than it sounds. We also examine how AI automation interacts with human bandwidth and how teams decide the best way to divide work across writers, editors, strategists, agencies, and freelancers.

We close with a look at the content formats and approaches that actually drive conversions in a world where discoverability and performance both matter. This episode gives content leaders a grounded view of how to evolve their strategy for the year ahead.

For more, visit www.tenspeed.io.

In this Ten Speed Session, we dig into the biggest question facing B2B marketing leaders as they plan for 2026:

If you could give one piece of advice to B2B marketing leaders heading into 2026, what would it be?

We pulled together perspectives from some of the smartest operators in the industry, and a few themes surfaced again and again. Speed beats perfection. Brand measurement needs to grow up. Automation should clear the way for bold creative ideas. The modern buyer expects more than recycled tactics. Generalists are becoming the new in-house power players. And above all: stop waiting for certainty.

In this conversation, Nate Turner and Kevin King synthesize guidance from leaders across Sprout Social, Ten Speed, Clearscope, 42 Agency, MKT1, and Growth Unhinged to build a clear picture of what actually matters going into 2026.

Whether you're navigating declining SEO traffic, figuring out how to stay visible in AI search, or trying to get your team to move faster, this episode will help you focus on what counts and ignore what doesn’t.

We cover:

If you’re leading a marketing team, planning your 2026 strategy, or just trying to cut through the noise, this episode gives you the clarity and momentum heading into the new year.

Contributors:

Marino Fresch - https://www.linkedin.com/in/marinofresch/
Kamil Rextin - https://www.linkedin.com/in/kamilrextin/
Ryan Sargent - https://www.linkedin.com/in/ryan-sargent-5a455511a/
Bernard Huang - https://www.linkedin.com/in/bernardjhuang/
Kevin King - https://www.linkedin.com/in/kevin-king-marketer/
Emily Kramer - https://www.linkedin.com/in/emilykramer/
Nate Turner - https://www.linkedin.com/in/nateturner1/
Kyle Poyar - https://www.linkedin.com/in/kyle-poyar/

Growth Unhinged 2025 State of B2B GTM Report:
https://www.growthunhinged.com/p/2025-state-of-b2b-gtm-report

Nate Turner and Kevin King break down what is working now in organic growth: fresh ICP-focused TOFU, AIO structuring that earns AI answers, and product content that solves real problems.

They share proof from several of their clients to show how refreshes and data-backed assets drive LLM citations, brand demand, and qualified clicks. Plus, why core pages and tight technical SEO turn that visibility into pipeline.

In this episode, Nate Turner and Kevin King discuss Hubspot's new "Loop Marketing" concept that was unveiled at INBOUND 2025. They also dig into a study from Amsive on whether or not LLM traffic converts better than organic search traffic and went through ten of the most interesting findings in the recent SEJ State of SEO 2026 Report. 

Resources:

https://www.youtube.com/watch?v=Pv-lPAukoMI

https://www.amsive.com/insights/seo/does-llm-traffic-convert-better-than-organic-a-new-data-backed-study/

https://www.searchenginejournal.com/state-of-seo/ 

In this episode, Nate Turner & Kevin King dig into five key areas of content marketing that often sit outside of the SEO/GEO conversation but are increasingly critical as B2B teams plan for 2026. From organic social and webinars to podcasts, data reports, and newsletters, these channels offer unique opportunities to drive efficiency and build authenticity in an AI-saturated landscape.

They share insights on the level of effort, ease of testing, and practical advice for each, plus where they overlap and how they can be repurposed into a broader distribution-first strategy. The goal isn’t to chase every shiny object, but to understand which channels align with your ICP, budget, and bandwidth—and to execute them well enough to actually move the needle.

Links:
Chicago marketing happy hour (9/18) - https://lu.ma/vvk26oxl 
Denver marketing happy hour (10/8) - https://lu.ma/60mu0hye

https://newsletter.mkt1.co/p/marketing-prioritization
https://www.demandsage.com/b2b-marketing-statistics/ 
https://www.getcontrast.io/learn/webinar-statistics 
https://www.tenspeed.io/blog/why-research-reports-matter-in-content-strategy
https://www.hanoverresearch.com/insights-blog/corporate/what-is-market-research/ 
https://www.ft.com/content/19304919-9128-4c27-b5c3-4f668dd045df
https://www.cloudpresent.co/blog/7-b2b-webinar-best-practices-that-actually-drive-pipeline-growth-in-2025 
https://www.fame.so/post/measuring-b2b-podcast-roi-and-pipeline 
https://www.tenspeed.io/ 
https://newsletter.tenspeed.io/ 

In this episode, Nate and Kevin dig into how traditional SEO practices are evolving in response to the rise of AI-powered search. They walk through seven key shifts—from keyword targeting to prompt behavior analysis, and from crawlability to citation-worthiness—that can help marketers future-proof their content.

They also cover which traditional SEO tactics still matter, which ones need to adapt, and why experienced SEO pros are uniquely equipped to lead this transition.

References:

Nate Turner and Kevin King unpack why traditional ways of measuring organic marketing are falling short—and what needs to replace them. They explore how misattribution and outdated analytics hide real organic impact, the rising importance of schema and crawlability in AI search, and introduce the C.L.E.A.R. framework for modern measurement.

Plus, they break down the top challenges facing CMOs today, from proving ROI to balancing AI and creativity.

Links:

https://www.searchenginejournal.com/key-hurdles-that-cmos-must-overcome/547890/ https://duaneforresterdecodes.substack.com/p/12-new-kpis-for-the-genai-era-the

Nate Turner and Kevin King of Ten Speed break down the latest in B2B marketing—from CMS market share surprises and why WordPress still dominates, to how Google’s AI Mode is changing search visibility. They dig into the growing importance of case studies for both sales and SEO, explore early AEO tool trends, and share what they’d prioritize if starting fresh at a B2B company today.

References:

https://www.searchenginejournal.com/cms-market-share-2025/546289/

In this first episode, Kevin King and Nate Turner, co-founders of Ten Speed, introduce the new podcast format and dig into what’s shaping B2B marketing today. Topics include AEO’s rise, shifts in tech conferences, Chicago’s tech slowdown, the growing importance of design in organic growth, and how AI is changing LinkedIn content—for better or worse.