In this episode of B2B No Bull, Liz and Mark Brohan dive headfirst into the “black hole of marketing” with returning guest Cindy Greenglass, President of Livingston Consulting Strategies. The conversation tackles one of the most urgent challenges facing B2B marketers today: how buyers get answers in an AI-driven world—and what happens when your brand isn’t part of those answers.

The group introduces answer marketing and answer optimization, clearly distinguishing them from traditional SEO. While search delivers lists and rankings, answer optimization delivers recommendations—exactly what modern buyers expect from generative AI tools. As Cindy explains, SEO isn’t going away, but it’s no longer enough on its own.

The discussion explores how marketers can anticipate buyer questions by mining internal data from customer service, sales conversations, events, and chat logs, then using AI prompts to uncover the questions buyers haven’t even articulated yet. The episode also covers the rise of AI agents, proprietary “walled garden” data, and why answer marketing is becoming a true source of competitive differentiation.

The key takeaway: B2B marketers must stop pushing content and start engineering answers—or risk disappearing into the black hole.

🔗 Resources & References Mentioned

1. Andy Crestodina (Orbit Media) – AI for B2B Content & Lead Generation + Prompt Libraries
2. Orbit Media Blog – Practical guidance on AI, content, and digital strategy
3. Google Gemini / Generative AI Search Tools – Examples of answer-driven discovery

Highlight Quotes

1. “Search gives you a list. Answer optimization gives you a recommendation—and that’s what buyers want now.”
2. “If AI is answering your buyer’s questions and your brand isn’t part of the answer, you’re already behind.”
3. “The future of B2B marketing isn’t more content—it’s better answers, powered by better prompts.”