This episode features a discussion with Rebecca Colwell, SVP of Marketing at Yext, exploring the adaptation of Account-Based Marketing in the age of AI-driven search technologies.
Reinventing ABM for the AI Search Era A Conversation with Rebecca Colwell, SVP of Marketing at Yext EPISODE 229 Steve MacDonald HOST:
Table of Contents • [1:02] Introduction to Rebecca Colwell • [28:41] Full Podcast Episode • [2:12] Episode Highlights Video • [2:31] Why AI Search Is Surpassing Google So Fast • [2:46] Google’s Business Model vs. AI-Powered Answers • [6:39] Redefining Visibility Online Through AI and LLM Utilization • [3:41] How to Make Your Website the Source LLMs Trust • [1:48] Making B2B Pages Machine-Readable With Schema • [2:56] The New Data Strategy: Recency, Accuracy, and Context • [2:24] Building a Strong Foundation for AI Search • [1:25] Avoiding the Hype: Building AI Visibility the Right Way • [0:56] Short - Redefining Visibility Online Through AI and LLM Utilization
ABOUT Rebecca Colwell Rebecca Colwell, SVP of Marketing at Yext, explains why AI search adoption is surging and how it reshapes visibility. She shares research on usage and click behavior. She outlines three strategic shifts for marketers and shows how trust and accurate brand facts drive citations.
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FULL EPISODE “If you’re not visible in that first moment, you miss the entire opportunity. The goal isn’t just to rank for a keyword, it’s to be cited and trusted by the model so you appear in the answer.” – Rebecca Colwell
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[2:12] Episode Highlights Video
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[2:31] Why AI Search Is Surpassing Google So Fast “The pace of acceleration in the adoption of AI is unlike anything we've seen before in marketing. I think the rapid adoption of LLMs is tied to the fact that we are getting what we’re looking for, which is an answer to a question.” – Rebecca Colwell
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[2:46] Google’s Business Model vs. AI-Powered Answers “What we've observed at Yext in our research is that those AI overviews are being shown for searches that Google does not think it can monetize as much. What we are seeing is that impressions are down a lot, but the high-intent clicks have not dropped as much as we would have expected because of AI overviews.” – Rebecca Colwell
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[6:39] Redefining Visibility Online Through AI and LLM Utilization “You have to think beyond Google. It’s still an important platform, but expand your field of vision to where visibility and sentiment are forming because search is no longer a singular destination.” – Rebecca Colwell
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[3:41] How to Make Your Website the Source LLMs Trust “Based on our research, we found that 40 percent of the sources cited in LLMs were brands’ own websites. The great news is that if 40 percent of the sources an LLM references come from your website, it means you have control over that story.” – Rebecca Colwell
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[1:48] Making B2B Pages Machine-Readable With Schema “We need to think about schema markup on our pages that tells LLMs this section is describing our products. This section is describing services, pricing, or availability in a market, and that increases the likelihood of being cited because it helps them find and understand you.” – Rebecca Colwell
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[2:56] The New Data Strategy: Recency, Accuracy, and Context “Make sure not to let your information get stale. It is a constant exercise to keep that information accurate. It is not just about providing the information, but also showing the relationships between those items and helping LLMs understand how all of your information connects to tell a bigger story.” – Rebecca Colwell
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[2:24] Building a Strong Foundation for AI Search “Measure, publish to trusted sources, and structure your data to remain accurate across those sources. That will take you a long way in improving your visibility in AI search.” – Rebecca Colwell
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[1:25] Avoiding the Hype: Building AI Visibility the Right Way “Try to avoid the hype around what is happening and remember that LLMs want to provide the right answer. To do that, they look for trusted and consistent information about your brand. Focus on getting the foundations in place and the rest will follow.” – Rebecca Colwell
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YOUTUBE SHORT: “You have to think beyond Google. It’s still an important platform, but expand your field of vision to where visibility and sentiment are forming because search is no longer a singular destination.” – Rebecca Colwell
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