In this episode of Playbook Broken, host Marc sits down with Myriam Jessier, SEO Exec at Pragm and Neurospicy to explore why traditional SEO strategies are collapsing in an AI-driven search world. Myriam breaks down what’s actually changing, why privacy-first SEO matters, how to build authority when zero-click results dominate, and what brands must understand about context and relevance today. This is a practical, no-nonsense guide to rebuilding your SEO playbook for the future.

Episode Guide

00:00 Introduction to Playbook Broken
00:08 Meet Miriam Jesse: The SEO Expert
00:31 The Broken SEO Playbook
03:17 Relevance Engineering in SEO
08:08 The Zero Click Environment
08:47 Adapting to AI and Multimodal Search
12:35 SEO in the Context of Brand and User Experience
13:44 The Future of SEO and Marketing
21:47 The Impact of Competitor Clicks on Google Results
22:15 Algorithmic Influence and New SEO Tools
23:06 Echo Chambers and Contextual Relevance
24:20 Understanding AI Brand Drift
26:28 Introducing the 'I'm Stuck' Segment
28:16 Technical Branding and AI Narrated Brands
32:26 Practical Tips for Brand Management
35:15 Force Yourself: Overcoming Challenges
40:53 Final Thoughts

This podcast is produced by MarTech, a Third Door Media property.

For years, buying enterprise tools and tech followed a fairly predictable playbook. Enterprise buyers started their research on Google and consulted peers and colleagues. They downloaded content assets and attended events or webinars.

All of that activity put buyers on the radar of the vendors and put into motion their sales and marketing efforts.

AI has fundamentally changed the game of B2B buying for the enterprise. Not only is it easier to conduct research with LLMs, but AI’s ability to spawn companies quickly means the market is as crowded and noisy as ever.

On this episode of Conversations with MarTech, we’re talking to Mika Yamamoto, chief customer and marketing officer at Freshworks, about the state of enterprise buyers in the AI era.

Episode guide

What’s the state of the enterprise B2B buyer?
What’s responsible for the trust gap with B2B buyers?
How has the playbook for reaching enterprise buyers changed?
Does authenticity still matter in the age of AI?
Vendors have far less visibility into enterprise buying

This podcast is produced by MarTech, a Third Door Media property.

Customer data platforms promised clarity, unity, and true personalization — but reality didn’t live up to the hype. In this episode, Hightouch Co-CEO Tejas Manohar joins Marc Sirkin to dismantle the outdated CDP playbook and reveal why modern teams are shifting toward composable data architectures and AI-driven decisioning.

Tejas shares the inside story of the CDP market’s evolution, why most organizations still struggle to activate their data, and how AI is finally enabling the kind of individualized marketing the industry has chased for decades. From broken batch-and-blast tactics to the rise of automated insights, this conversation exposes what’s not working — and what B2B teams must embrace next.

If you’re rethinking your stack, your strategy, or your role in an AI-powered marketing world, this episode is required listening.

Episode Guide

00:16 Guest Introduction: Tejas Manohar
00:54 The Evolution of CDPs
09:26 The Role of AI in Marketing
12:23 The Future of Marketing Playbooks
20:10 Personalization in Marketing: Myth or Reality?
23:53 AI in Marketing: A New Workflow
30:40 The Technical Shift in Marketing
35:08 The Future of UX and AI Integration
38:52 Personal Journey: Pivoting During COVID

This podcast is produced by MarTech, a Third Door Media property.