Ten Speed Sessions

Session #11 - What Differentiation Looks Like Now in B2B Marketing

Ten Speed — Fri, 08 May 2026 14:37:00 +0000

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.

Chapters

(00:00:00) - Chatting With 10 Speed
(00:00:17) - How to Differentiate with AI in B2B Marketing
(00:05:35) - The Website's Role in B2B Marketing
(00:10:13) - How To Get Your Website In the List
(00:12:57) - Case Studies: The Key to Killer Content
(00:14:41) - How to Use First-Party Data in Your Content
(00:17:23) - First-Party Data and the Content
(00:21:54) - Unique Experience & Digital Learning
(00:27:12) - B2B Conference and Dinner: Authentic Experience
(00:31:05) - Storytellers: How to Tell a Good Story
(00:35:25) - 10 Speed IO

Session #10 - What Does "ICP-Aligned Content" Actually Mean?

Ten Speed — Thu, 05 Mar 2026 10:00:00 +0000

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.

Session #9 - What AI Means for Content Teams in 2026

Ten Speed — Tue, 09 Dec 2025 08:08:00 +0000

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.

Chapters

(00:00:00) - B2B Content Strategy: 2026
(00:01:20) - AI and Quality in the Market
(00:03:55) - Is It Time to Double Down on Quality?
(00:06:06) - V velocity and quality at Tech companies
(00:10:20) - How To Automate Content Decay & Refresh
(00:12:20) - Reasons for Frequent Content refreshes
(00:14:33) - Content Strategy: Freshness and Consolidation
(00:17:44) - Content for Humans and Robots
(00:23:41) - How to Get Your Content to Sell
(00:24:43) - Outourcing Content: The Right Stuff to Do
(00:29:14) - How to Write Clear, Informational Content With AI
(00:32:52) - ChatGPT and the Future of Algo Updates
(00:34:22) - How to allocate bandwidth in the CMO
(00:36:13) - Ways of driving conversion in the future
(00:37:24) - What Ultimately Will Drive Conversions in 2026?
(00:45:06) - How to Build a Content Marketing Success Story
(00:48:03) - How to Build a Content Strategy?
(00:52:47) - 10 Speed Sessions
(00:53:47) - Democracy on TV

Session #8 - 2026 Planning Advice from B2B Leaders & Growth Unhinged B2B GTM Report

Ten Speed — Wed, 19 Nov 2025 15:38:53 +0000

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:

Why speed, agility, and imperfect execution will outperform polished plans
The shift from vanity “brand = direct traffic” to real brand measurement
Automation vs. alchemy: what to automate, what to pour creative energy into
How the modern B2B buyer is changing and what that means for your playbooks
Why generalists are becoming the in-house future (and how to hire around it)
The importance of committing, executing, and avoiding analysis paralysis
The GTM channels poised for real growth in 2026, including AI search

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

Session #7 - What is Actually Working Right Now in B2B Organic Growth?

Ten Speed — Mon, 06 Oct 2025 16:00:00 +0000

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.

Chapters

(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

Session #6 - Hubspot's Loop Marketing, LLM Traffic Study, and SEJ State of SEO 2026

Ten Speed — Tue, 23 Sep 2025 10:00:00 +0000

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/

Session #5 - Building a Unified Content Engine Beyond SEO/GEO

Ten Speed — Wed, 20 Aug 2025 17:10:00 +0000

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/

Session #4 - Bridging the Gap Between SEO and Generative Search

Ten Speed — Mon, 04 Aug 2025 09:00:00 +0000

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:

Chapters

(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

Session #3 - Organic measurement in the age of AI + 10 hurdles CMOs are facing today

Ten Speed — Tue, 01 Jul 2025 12:45:56 +0000

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

Chapters

(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

Session #2 - CMS market share, case studies, Google's AI Mode, AEO/GEO tools, and B2B marketing today

Ten Speed — Mon, 09 Jun 2025 09:38:00 +0000

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/

Chapters

(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

Session #1 - AEO, marketing conferences, Chicago startups, and the importance of good design

Ten Speed — Fri, 23 May 2025 13:51:55 +0000

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.

Chapters

(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