Anthropic has a $3.1 billion marketing budget 🤯
Even the world's best AI product doesn't sell itself...
Even the world's best AI product doesn't sell itself...
Anthropic has filed an S-1 registration statement with the SEC related to its proposed IPO.
Read more: anthropic.com/news/s1-sec
Legal disclaimer: A registration statement relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold, nor may offers to buy be accepted, prior to the time the registration statement becomes effective. This post does not constitute an offer to sell or the solicitation of an offer to buy these securities, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.
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Distribution is the only moat left in B2B SaaS.
If you're a B2B company founder, here's exactly what you should be focusing on👇
1. AI search (get recommended by ChatGPT before buyers Google you)
2. Multichannel (LinkedIn creates demand, Reddit builds trust, Google gets the credit)
3. Day one shortlists (get picked before buyers even talk to sales)
4. Reddit (earn trust in communities that hate being sold to)
5. Content distribution (make your best ideas impossible to miss)
6. Founder-led media (turn your expertise into an audience that buys)
7. AI citations (find out WHY ChatGPT cites your competitors)
8. Zero-click discovery (influence buyers who never visit your site)
9. AI content filtering (surface that single useful insight buried in 100 AI posts)
10. Dark social (capture buying signals hidden in Slack, DMs & private groups)
11. Niche creators (reach 5K relevant buyers instead of chasing 500K impressions)
12. Research syndication (turn one original report into months of exposure)
13. AI buying agents (get shortlisted when AI compares vendors for buyers)
14. Customer advocacy (turn happy customers into your strongest referrals)
15. Search-to-social (show up across Google, Reddit, YouTube & AI answers)
16. Category positioning (stand out when every SaaS competitor sounds identical)
17. Content repurposing (turn forgotten webinars & podcasts into fresh assets)
18. Outcome-based content (optimize for pipeline, demos & revenue, not post counts)
19. Distribution OS (connect research, creation, publishing & measurement in one system)
20. Branded demand (make buyers search for YOUR company, not just your category)
If you're a B2B company founder, here's exactly what you should be focusing on👇
1. AI search (get recommended by ChatGPT before buyers Google you)
2. Multichannel (LinkedIn creates demand, Reddit builds trust, Google gets the credit)
3. Day one shortlists (get picked before buyers even talk to sales)
4. Reddit (earn trust in communities that hate being sold to)
5. Content distribution (make your best ideas impossible to miss)
6. Founder-led media (turn your expertise into an audience that buys)
7. AI citations (find out WHY ChatGPT cites your competitors)
8. Zero-click discovery (influence buyers who never visit your site)
9. AI content filtering (surface that single useful insight buried in 100 AI posts)
10. Dark social (capture buying signals hidden in Slack, DMs & private groups)
11. Niche creators (reach 5K relevant buyers instead of chasing 500K impressions)
12. Research syndication (turn one original report into months of exposure)
13. AI buying agents (get shortlisted when AI compares vendors for buyers)
14. Customer advocacy (turn happy customers into your strongest referrals)
15. Search-to-social (show up across Google, Reddit, YouTube & AI answers)
16. Category positioning (stand out when every SaaS competitor sounds identical)
17. Content repurposing (turn forgotten webinars & podcasts into fresh assets)
18. Outcome-based content (optimize for pipeline, demos & revenue, not post counts)
19. Distribution OS (connect research, creation, publishing & measurement in one system)
20. Branded demand (make buyers search for YOUR company, not just your category)
there is no moat
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Marketing in 2026 comes down to 3 unfair advantages:
SELL + BUILD + DISTRIBUTE.
Here's why👇
1/ Know how to SELL
Say you're marketing an AI customer support tool.
Your buyer doesn't care that it has 15 AI agents. They just want fewer tickets, faster responses & lower support costs.
Lead with those.
A marketer who understands that will write a much better campaign than someone optimizing headlines for clicks.
2/ Know how to BUILD
You no longer need to wait on a dev sprint to test an idea.
Use Claude Code or Cursor to build a calculator showing prospects how much their support team could save with your product.
Put the idea in front of real buyers while it's still relevant.
3/ Know how to DISTRIBUTE
This is where most marketers leave money on the table.
That calculator could become an SEO asset, a LinkedIn post from the founder, a Reddit discussion, a sales enablement tool & a newsletter collaboration.
One useful asset reaching buyers through 5 different channels.
See the difference?
The marketer who can sell understands the buyer. The one who can build ships the idea. The one who can distribute makes sure the right people see it.
AI is making execution cheaper.
I'd put my money on marketers who can connect all three to revenue.
SELL + BUILD + DISTRIBUTE.
Here's why👇
1/ Know how to SELL
Say you're marketing an AI customer support tool.
Your buyer doesn't care that it has 15 AI agents. They just want fewer tickets, faster responses & lower support costs.
Lead with those.
A marketer who understands that will write a much better campaign than someone optimizing headlines for clicks.
2/ Know how to BUILD
You no longer need to wait on a dev sprint to test an idea.
Use Claude Code or Cursor to build a calculator showing prospects how much their support team could save with your product.
Put the idea in front of real buyers while it's still relevant.
3/ Know how to DISTRIBUTE
This is where most marketers leave money on the table.
That calculator could become an SEO asset, a LinkedIn post from the founder, a Reddit discussion, a sales enablement tool & a newsletter collaboration.
One useful asset reaching buyers through 5 different channels.
See the difference?
The marketer who can sell understands the buyer. The one who can build ships the idea. The one who can distribute makes sure the right people see it.
AI is making execution cheaper.
I'd put my money on marketers who can connect all three to revenue.
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3 Google updates that should change your AI SEO strategy for B2B SaaS:
1/. Search Profiles
Your content across platforms now has a shareable, verified home on Google.
2/. Preferred Sources
Users can prioritize publishers they trust in Google Search experiences.
3/. Search Console
Creators can now track how their social content performs across Google Search & Discover.
Put these 3 updates together & there's a big opportunity for marketers.
Google is giving creators more real estate in Search, and brands that rely entirely on their websites are leaving a lot of it on the table.
If I were running AI SEO for a B2B SaaS company today, I'd be paying very close attention to these 3 updates.
1/. Search Profiles
Your content across platforms now has a shareable, verified home on Google.
2/. Preferred Sources
Users can prioritize publishers they trust in Google Search experiences.
3/. Search Console
Creators can now track how their social content performs across Google Search & Discover.
Put these 3 updates together & there's a big opportunity for marketers.
Google is giving creators more real estate in Search, and brands that rely entirely on their websites are leaving a lot of it on the table.
If I were running AI SEO for a B2B SaaS company today, I'd be paying very close attention to these 3 updates.
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Founder-led content gets dismissed as ego by some but when the founder posts for 18 months and the sales team starts hearing "I feel like I already know you" on the first call everyone gets reallllll quiet.
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Thought leadership everyone agrees with isn’t thought leadership.. It’s a press release.
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Six of the biggest takeaways from @ahrefs EVOLVE around the state of SEO & AI search. 👇🏿
1) AGENTS ARE COMMODITIZING REPEATABLE ROUTINE SEO TASKS
If a task can be written into an SOP, an agent will be running it by this time next year, and your value has to live above the checes are about to find out they were SEO task agencies, and the clients will figure it out before they do..,
2) THE OLD METRICS ARE BROKEN - WE HAVE TO EMBRACE BRAND DATA
Rankings and clicks can't score a search where the answer gets generated, so branded search volume, mentions, and share of model become the scoreboard.
3) YOUTUBE IS THE MOST UNDERRATED CHANNEL IN BUSINESS TODAY
Google pulls it into the SERP, and most B2B brands still treat it like a side project.
4) NON COMMODITY CONTENT IS NOT JUST A BUNCH OF HYPE & FLUFF
When every competitor can generate the same 2,000 words in 30 seconds, the only content worth publishing is the stuff only you could have written: original data, real opinions, lived experience.
5) GOING AFTER THE LONG TAIL HAS NEVER BEEN MORE IMPORTANT
AI engines answer the specific question, so the brand with a page for every niche query gets cited while the brand chasing head terms gets summarized away.
6) AI OVERVIEWS IS MAKING IMPRESSIONS MATTER WHETHER YOU LIKE IT OR NOT
The model reads you, the answer cites you, the user never clicks...
1) AGENTS ARE COMMODITIZING REPEATABLE ROUTINE SEO TASKS
If a task can be written into an SOP, an agent will be running it by this time next year, and your value has to live above the checes are about to find out they were SEO task agencies, and the clients will figure it out before they do..,
2) THE OLD METRICS ARE BROKEN - WE HAVE TO EMBRACE BRAND DATA
Rankings and clicks can't score a search where the answer gets generated, so branded search volume, mentions, and share of model become the scoreboard.
3) YOUTUBE IS THE MOST UNDERRATED CHANNEL IN BUSINESS TODAY
Google pulls it into the SERP, and most B2B brands still treat it like a side project.
4) NON COMMODITY CONTENT IS NOT JUST A BUNCH OF HYPE & FLUFF
When every competitor can generate the same 2,000 words in 30 seconds, the only content worth publishing is the stuff only you could have written: original data, real opinions, lived experience.
5) GOING AFTER THE LONG TAIL HAS NEVER BEEN MORE IMPORTANT
AI engines answer the specific question, so the brand with a page for every niche query gets cited while the brand chasing head terms gets summarized away.
6) AI OVERVIEWS IS MAKING IMPRESSIONS MATTER WHETHER YOU LIKE IT OR NOT
The model reads you, the answer cites you, the user never clicks...
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Agentic web-page traffic is taking over 🤯
As per Cloudflare Radar's 7-day snapshot:
– 65% of HTML page requests came from bots
– 35% came from humans
– Across ALL HTTP requests, humans still lead at 60.5%
This could seriously change the economics of AI SEO/AEO. Here's what's OI: AI crawlers consuming research without sending clicks
2.
2. Infrastructure costs: More bot requests, higher server bills
3. Inflated analytics: Traffic spikes without actual buyer demand
4. Invisible influence: AI agents researching products without referral clicks
(That doesn't mean all bots are bad. Some can help your brand get discovered too)
For B2B SaaS teams, the priority should be separating valuable AI activity from expensive automation & tracking what contributes to pipeline.
Because 1M page requests mean very little if they aren't bringing you closer to revenue.
As per Cloudflare Radar's 7-day snapshot:
– 65% of HTML page requests came from bots
– 35% came from humans
– Across ALL HTTP requests, humans still lead at 60.5%
This could seriously change the economics of AI SEO/AEO. Here's what's OI: AI crawlers consuming research without sending clicks
2.
2. Infrastructure costs: More bot requests, higher server bills
3. Inflated analytics: Traffic spikes without actual buyer demand
4. Invisible influence: AI agents researching products without referral clicks
(That doesn't mean all bots are bad. Some can help your brand get discovered too)
For B2B SaaS teams, the priority should be separating valuable AI activity from expensive automation & tracking what contributes to pipeline.
Because 1M page requests mean very little if they aren't bringing you closer to revenue.
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SEO teams are not ready for this!
Bots just became the majority of web traffic 🤯
Cloudflare reports that bots & automated agents now account for over 50% of web requests.
That's a pretty wild shift for an industry obsessed with growing traffic.
And the economics are getting interesting 👇
- More bot requests can mean higher infrastructure costs without more customers
- AI crawlers can consume your content without sending a single visitor
- Unfiltered bot traffic can inflate analytics while actual demand stays flat
- AI agents could influence buying decisions without ever appearing as a traditional referral
The tricky part is that not all bots are bad. Some help you get discovered; others just burn resources.
I'd be watching cost per qualified visitor, bot activity & revenue generated rather than celebrating every traffic spike.
Because traffic is only valuable when it creates business value.
And a million requests from machines won't pay your SaaS bills.
Bots just became the majority of web traffic 🤯
Cloudflare reports that bots & automated agents now account for over 50% of web requests.
That's a pretty wild shift for an industry obsessed with growing traffic.
And the economics are getting interesting 👇
- More bot requests can mean higher infrastructure costs without more customers
- AI crawlers can consume your content without sending a single visitor
- Unfiltered bot traffic can inflate analytics while actual demand stays flat
- AI agents could influence buying decisions without ever appearing as a traditional referral
The tricky part is that not all bots are bad. Some help you get discovered; others just burn resources.
I'd be watching cost per qualified visitor, bot activity & revenue generated rather than celebrating every traffic spike.
Because traffic is only valuable when it creates business value.
And a million requests from machines won't pay your SaaS bills.
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Reddit is KILLING your AI SEO traffic.
And Google is helping.
Think about searches like "@HubSpot vs @salesforce" or "best CRM for startups."
These are buyers comparing options, checking reviews & getting ready to spend money.
SaaS companies spend thousands building comparison pages to capture these searches.
Meanwhile, Reddit users are discussing hidden costs, broken integrations & which products they'd never buy again.
And Google is putting those threads right in front of buyers.
The kicker? ChatGPT, Perplexity & other AI search engines can cite those same conversations.
One Reddit thread can now influence buyers across multiple platforms without the brand spending a dollar promoting it.
If you're a B2B SaaS founder, here's what I'd watch👇
→ Which Reddit threads rank for your money keywords
→ Who's getting recommended & why
→ Which complaints keep coming up about your product
→ Whether AI engines are citing those discussions
Publishing another 50 comparison pages won't fix what real customers are saying about you.
Spend more time understanding those conversations and get actual experts involved to build a product people want to recommend.
Because your biggest AI SEO/AEO opportunity might be getting recommended by people who have absolutely no reason to promote you.
And Google is helping.
Think about searches like "@HubSpot vs @salesforce" or "best CRM for startups."
These are buyers comparing options, checking reviews & getting ready to spend money.
SaaS companies spend thousands building comparison pages to capture these searches.
Meanwhile, Reddit users are discussing hidden costs, broken integrations & which products they'd never buy again.
And Google is putting those threads right in front of buyers.
The kicker? ChatGPT, Perplexity & other AI search engines can cite those same conversations.
One Reddit thread can now influence buyers across multiple platforms without the brand spending a dollar promoting it.
If you're a B2B SaaS founder, here's what I'd watch👇
→ Which Reddit threads rank for your money keywords
→ Who's getting recommended & why
→ Which complaints keep coming up about your product
→ Whether AI engines are citing those discussions
Publishing another 50 comparison pages won't fix what real customers are saying about you.
Spend more time understanding those conversations and get actual experts involved to build a product people want to recommend.
Because your biggest AI SEO/AEO opportunity might be getting recommended by people who have absolutely no reason to promote you.
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Imagine not thinking YouTube is a worthwhile investment in 2027… That’s just not smart.
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LinkedIn can still print money for B2B marketers.
A few things to do:
1) Create highly tactical / executional content
2) Avoid the anti-work content crowd
3) Embrace inspirational content
4) Share horizontal video content
5) Work harder on your hook
6) Study the algo
More on the last point here: distribution.ai/blog/linkedin-…
A few things to do:
1) Create highly tactical / executional content
2) Avoid the anti-work content crowd
3) Embrace inspirational content
4) Share horizontal video content
5) Work harder on your hook
6) Study the algo
More on the last point here: distribution.ai/blog/linkedin-…
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At 16: Sold du-rags in high school
At 28: Built a $270K agency
At 35: Built an AI startup & ran an 80+ person agency
It has been a crazy ride👇
- sold du-rags at school
- flipped jeans on eBay
- built Sims sites from my parents’ basement
- made my 1st $$$ online
- started writne post got Bacardi to fly me to Miami
- more companies started finding me
- built a $270K freelance business
- turned it into @FoundationIncCo
- started public speaking despite being shy
- one talk turned into a ~$250K client
- grew Foundation to 80+ people
- wrote "Create Once, Distribute Forever"
- turned the same thesis into Distribution.ai
- started writing angel checks for founders
- became a dad of 3 in between all of this
Lesson?
Make useful stuff. Put it on the internet.
Let distribution do its thing.
At 28: Built a $270K agency
At 35: Built an AI startup & ran an 80+ person agency
It has been a crazy ride👇
- sold du-rags at school
- flipped jeans on eBay
- built Sims sites from my parents’ basement
- made my 1st $$$ online
- started writne post got Bacardi to fly me to Miami
- more companies started finding me
- built a $270K freelance business
- turned it into @FoundationIncCo
- started public speaking despite being shy
- one talk turned into a ~$250K client
- grew Foundation to 80+ people
- wrote "Create Once, Distribute Forever"
- turned the same thesis into Distribution.ai
- started writing angel checks for founders
- became a dad of 3 in between all of this
Lesson?
Make useful stuff. Put it on the internet.
Let distribution do its thing.
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How most brands do content marketing:
Create. Create. Create. Create. Create.
How smart brands do content marketing:
Create. Distribute. Distribute. Distribute.
PS: Check out Distribution.ai 🚀
Create. Create. Create. Create. Create.
How smart brands do content marketing:
Create. Distribute. Distribute. Distribute.
PS: Check out Distribution.ai 🚀
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Number of marketers I’ve met: 5,000+
% making all their money in their sleep: 0
% with ai agents all their SEO traffic: 0
% with set-and-forget funnels: 0
% who went viral overnight: 0
% making all their money in their sleep: 0
% with ai agents all their SEO traffic: 0
% with set-and-forget funnels: 0
% who went viral overnight: 0
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