Ten Speed Sessions

Nate and Kevin dig into Ten Speed's latest research report on LLM visibility, breaking down over 7,000 citations across 220 evaluation-stage prompts to see what AI models actually cite when B2B buyers are deep in the consideration phase. The results challenge the popular narrative around Reddit and third-party content: brand-controlled content (product pages, articles, homepage) dominates citations, making up 88% of what gets cited at this stage. From there, the conversation shifts to the practical side of LLM visibility: how to build a consistent prompt-tracking framework, why 40 to 50 prompts is the right number for most B2B brands, how to actually write prompts that reflect real buyer language instead of generic keyword-style queries, and why sentiment — not just visibility — is the metric that tells you whether your brand is being represented fairly.

Chapters
0:00 – Introduction
1:01 – The Evaluation-Stage Study: Scope and Methodology
1:58 – Why Focus on the Evaluation Stage
5:15 – Study Results: Brand-Controlled Content Dominates
5:45 – The Product Page Opportunity
6:38 – Debunking the Reddit and Third-Party Content Myth
15:44 – Comparison Content Punches Above Its Weight
18:01 – The Homepage's Renewed Importance
19:32 – Building a Framework for AI Visibility Tracking
23:22 – The 40-to-50 Prompt Rule and Funnel Weighting
27:40 – How to Actually Write Good Prompts
34:41 – Brand Sentiment: When Mentions Aren't Favorable
36:04 – Taking Ownership: Reviews and Business Fundamentals
40:31 – Beyond Visibility: Connecting to Business KPIs
42:03 – Closing and Outro

Study: https://www.tenspeed.io/blog/what-ai-cites-b2b-evaluation-stage

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In this episode, Nate and Kevin sit down with Ten Speed's Manager of Organic Growth Strategy, Erika Braeger, to walk through how to approach site migrations and domain consolidations without tanking your organic performance. They cover the full lifecycle from setting clear business goals and crawling staging environments before launch, to preserving E-E-A-T signals, fixing redirect chains, and auditing legacy site architecture.

Erika also shares the most common mistakes she sees along the way, including skipping content freezes, neglecting page speed, and missing authorship signals, and explains why each one matters more now that LLM visibility is part of the picture.

Ryan Sargent joins Nate Turner and Kevin King to discuss how B2B marketers can stand out now that AI has made content volume a non-factor. The conversation focuses on how better inputs, including proprietary data and first-party insights, are what separate strong AI-assisted content from generic output.

Despite predictions that websites will become obsolete, the hosts argue that they matter more than ever, and that they need to work harder to convert visitors and surface the right information for LLMs.

Other topics include hyper-specific case studies, unique audience experiences like awards and intimate events, and robust product documentation. The episode wraps with the idea that good judgment, knowing which stories to tell and where to focus effort, is the most important skill marketers can develop right now.

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: