S5: Ep4 80% and Climbing: How AI Search Is Rewriting the B2B Buyer's Journey

80% of B2B buyers now use AI search engines to research purchases before they ever talk to sales. So is AEO (Answer Engine Optimization) the real deal, or just the latest marketing buzzword? In this episode, Amanda, Laura Hill, and Nisha dig into what the shift from SEO to AEO and GEO actually means for marketers, especially in the high-stakes world of health tech.

The conversation gets real about the part that keeps them up at night: optimizing for channels you don't own. From Reddit reportedly driving a chunk of AI search results, to G2 and third-party review sites, to competitors building their own listicles, the team unpacks how brand reputation now lives in places you can't fully control, and what to do about it.

They also cover:

Why top-of-funnel content is losing traffic while comparisons, case studies, and pricing pages are climbing
The rise of the 8 to 10 person B2B buying committee (and why it keeps growing late-stage)
What happened when one client stopped their AEO work and their results fell off a cliff
Why "hope is not a strategy," but neither is sticking your head in the sand
The one thing AI still can't do: build a real content strategy for multiple personas

Whether you're all-in on answer engines or still on the fence, this is a candid, practical look at where B2B search is headed, and why doing nothing isn't an option.

? Subscribe for more conversations on marketing, health tech, and the ever-changing search landscape.

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S5: Ep 3 We Need to Talk About AI Burnout

Here's the updated YouTube description:

Are we using AI smarter or just more?
In this episode of CMO's Offscript, Laura, Amanda, and Nisha get real about the AI conundrum hitting marketing teams right now: more tools, more content, more overwhelm and somehow, less thinking.
They dig into why AI is creating a DIY trap that's overloading individuals, burying reviewers in slop, and quietly eroding the critical thinking skills we all need. Plus, Nisha shares how she built a personal AI chief of staff that actually works (and how it took a full Saturday to set up right).
In this episode:

Why the person reviewing AI content is now the most overwhelmed person on your team
The difference between using AI as a thought partner vs. handing it your brain
How to use agents for the mind-numbing stuff and protect your thinking for everything else
Why the brief isn't dead (but your strategy still has to come from you)
The line between helpful automation and a car that drives you to the pharmacy without asking

If you're a marketer navigating the AI era and wondering why it all feels like too much, this one's for you.
Subscribe for new episodes and drop your thoughts in the comments. How are you using AI on your team right now?

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S5: Ep2 AEO in 2026: Why Brand, Content, and Consistency Still Win

In this episode, we dive into the growing debate around Answer Engine Optimization (AEO), sparked by a bold claim that “90% of the AEO playbook is BS.”

Is AEO overhyped? Or are marketers just approaching it the wrong way?

Our panel breaks down what’s real, what’s noise, and what’s actually working right now. From content strategy and brand consistency to the challenges of attribution in an AI-driven world, we explore how teams can stay effective without chasing every new trend.

Key topics:

-The truth behind AEO hype vs. reality
-Why content and brand still matter more than ever
-The role of Reddit, reviews, and third-party platforms
-Why attribution is getting harder (and messier)
-Practical strategies to stay focused and drive results

If you're navigating AI search, LLMs, and evolving marketing tactics, this conversation will help you cut through the noise.

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S5: Ep1 B2B Go-To-Market in 2026: Is AEO the New SEO or Just Another Hype Cycle

What actually works in B2B go-to-market as we head into 2026?

In this episode of CMOs Offscript, Amanda, Laura, and Nisha break down insights from the latest B2B Go-To-Market Report and debate what’s real, what’s overhyped, and what marketers should actually be investing in this year.

We dig into:

Whether AEO (AI Engine Optimization) is replacing traditional SEO

How AI is really impacting pipeline, quality, and conversion (not just volume)

Why PR may be more critical to AI discovery than the data suggests

The role of human judgment in an AI-driven marketing world

How teams should think about scaling, testing, and efficiency in 2026

If you’re responsible for growth, demand, or revenue in B2B, this is a candid, practical conversation about what to double down on and what to rethink.

Resources Discussed in Episode: https://www.growthunhinged.com/p/2025-state-of-b2b-gtm-report

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S4: Ep 9 What Are We Actually Prioritizing for 2026?

As we wrap up 2025, marketing leaders are already deep in planning for 2026. But with more tools, more channels, and more “shiny objects” than ever, prioritization has never been harder.

In this episode of CMOs Offscript, we talk candidly about the challenge of staying focused in a world that constantly pulls marketing teams in a dozen directions at once. We reflect on where experimentation helped, where it distracted, and why many teams are realizing they did not fully solve the problems they set out to tackle.

We cover:

Why prioritization has become harder for marketing leaders

The impact of shiny objects on focus and execution

What it really means to slow down and finish work end to end

Why old school marketing fundamentals still matter

How leaders can set better examples for focus and alignment in 2026

This conversation is about stepping back, tightening the process, and committing to fewer priorities that actually move the business forward.

If you are heading into 2026 feeling overwhelmed by options and underwhelmed by results, this episode is for you.

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