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.

• (00:00:00) - Why LLMs Work for B2B
• (00:00:34) - Top SEO Voices: What's Working, What's Not
• (00:01:43) - Top of Funnel Content
• (00:06:55) - "Driving Brand Visibility" in Search
• (00:08:51) - Have We Needed To Update Our Content?
• (00:09:53) - Top-of-Kinnel SEO Content
• (00:12:22) - On AI Overviews and Optimizing for
• (00:20:25) - Optimizing for LLMs: B2B Marketer Interview
• (00:21:55) - Top 10 Product Content Categories
• (00:24:32) - Project Management Content: The Future of AI
• (00:31:13) - AIOs: The role of content in business optimization
• (00:32:51) - Is Data-based Content Necessary for Authority Building?
• (00:35:44) - Citations and LLMs: The Key to Building Authority
• (00:39:27) - Core Pages and the future of them
• (00:45:12) - How to Win with Search Engine Optimization
• (00:45:56) - Core Pages
• (00:47:23) - How to Get Your Website Ranked by Google
• (00:50:32) - Top of Funnel and technical SEO
• (00:55:49) - Planning for the Future With Tenspeed IO

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:

• https://www.aleydasolis.com/en/ai-search/ai-search-optimization-checklist/
• https://www.aleydasolis.com/en/ai-search/chat
• https://www.growthunhinged.com/p/get-recommended-by-chatgpt
• https://ahrefs.com/blog/search-rankings-ai-citations/
• https://www.growth-memo.com/p/query-fan-out

• (00:00:00) - The Future of SEO: Generative Engine Optimization
• (00:00:57) - What's the Shift to AI-based Keyword Research?
• (00:03:36) - How to Understand What Your Domain Is Being Surfing For
• (00:04:52) - Brand Visibility and Conversational Search
• (00:09:20) - Top 3 Rules for LLM SEO
• (00:13:13) - Reveal: Content Reformat and Refresh for AI-Friend
• (00:19:52) - How to nurture existing content in the future
• (00:22:18) - Content Cluster: How to Avoid Verbose Content
• (00:25:08) - The Problem of Query Fanning Out
• (00:28:10) - Building a Strategic Plan: Five Tips for Success
• (00:29:58) - How to Make Your Content Citation worthy in AI Answers
• (00:34:14) - Is It Necessary to Have FAQs on Your Website?
• (00:35:59) - Mixed Message: Middle of funnel, Bottom of funnel optimization
• (00:41:45) - Performance Monitoring in AI Ecosystems
• (00:46:57) - Do We Need to Invest in SEO?
• (00:48:59) - What is the Point in Creating Content? (Inbound)
• (00:53:10) - 10 Tips on Investing in Content

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

• (00:00:00) - 10 Speed Sessions: Search Marketing Hurdles
• (00:00:52) - How to Measure Organic Success?
• (00:11:14) - Are Referral Sources Still considered Organic?
• (00:13:43) - Is It Worth Investing in Organic Search?
• (00:19:29) - Facebook's ChatGPT: Is It a Google Competitor?
• (00:23:10) - Top 3 Questions for Content Editors
• (00:24:17) - 12 New KPIs for Search & Genre Optimization
• (00:31:10) - WSJD.com's CLEAR Framework
• (00:33:19) - Tim Ferriss: The New World of Organic Marketing
• (00:40:49) - 10 Hurdles CMOs Are Facing
• (00:43:52) - Google's AI Summary in 2026
• (00:44:26) - Top 3 Business Challenges of the Next 10
• (00:46:04) - #4, Balancing Artificial Intelligence and Human Creativity
• (00:50:08) - Top 3 CMO Hurdles
• (00:58:52) - Top 10 CMO Things to Focus On
• (01:01:10) - A Quick End to 10 Speed IO

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/

• (00:00:00) - Interviewing Nate Turner and Kevin King
• (00:01:05) - WSJD: 2025 CMS Market Share Report
• (00:04:04) - The Reasons Why People Are Moving Off of WordPress
• (00:11:58) - Will WordPress Dominate the Small Business Website Market?
• (00:14:04) - Case Studies and B2B Marketing
• (00:15:30) - Case Studies: The Bottom-End Content
• (00:22:02) - Google's AI Mode, Explained
• (00:31:39) - Google's AI-First Search
• (00:36:27) - AEO Geo Answer Engineering, Generative Engine Optimization
• (00:38:24) - Content Management Tools: A Growing Category
• (00:47:49) - The Skill Set for a Modern B2B Marketer
• (00:49:06) - Beyond B2B Marketing: Qualifications, Experience and Reviews
• (00:57:02) - Top Marketing Executives: Working With Agencies
• (00:59:22) - Session Wrap

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.

• (00:00:00) - Content that Grows: The 10-Speed Sessions Podcast
• (00:03:12) - How Your Brand Gets Surrounded in Chat
• (00:08:29) - What Do Review Sites Impact Your Company's Marketing?
• (00:13:00) - Mixing Marketing, PR and Organic Search
• (00:17:48) - How to Rank in the U.S.
• (00:19:54) - First-Party Data and the Future of SEO
• (00:24:22) - How to Manage Up & Down Expectations
• (00:33:57) - AEO Interview
• (00:34:15) - SaaS Conference Attendance: Biggest, Smallest
• (00:39:46) - Small Conference Attendance: Growing Demand
• (00:45:17) - Exclusives: The Future of Tech Events
• (00:46:58) - Top Tech Executives on Chicago
• (00:51:32) - Top Tech Startups: Chicago vs. Austin
• (00:57:58) - The Growing Importance of Design in Our Business
• (00:59:56) - SEO Lead: Design and Quality in Marketing
• (01:06:17) - Visualization in B2B Marketing
• (01:08:03) - Is LinkedIn Going Under?
• (01:14:24) - Facebook and LinkedIn: How to Remain Authentic
• (01:18:09) - SESSION 1