https://irmomarketing.com/insightsZero-click marketing, AI search and the marketing stack, by Nick Irmo.en-ushttps://irmomarketing.com/insights/brand-love-is-not-a-kpihttps://irmomarketing.com/insights/brand-love-is-not-a-kpiFri, 23 Oct 2026 12:00:00 GMTMeasurementAt ANA Masters of Marketing, Coca-Cola’s Manolo Arroyo said he no longer believes in “brand love” as a lead metric. Six numbers from his talk, and the four moves for anyone who owns a marketing dashboard.https://irmomarketing.com/insights/fractional-cmo-cost-2026https://irmomarketing.com/insights/fractional-cmo-cost-2026Tue, 27 Oct 2026 12:00:00 GMTLeadershipAlmost nobody publishes fractional CMO pricing, which is why the question gets asked so often. The market ranges, what drives them, what a full-time director really costs loaded, and the exact numbers I charge.https://irmomarketing.com/insights/claude-chat-cowork-code-which-to-usehttps://irmomarketing.com/insights/claude-chat-cowork-code-which-to-useMon, 26 Oct 2026 12:00:00 GMTAI toolsI run marketing with all three, every day. They look similar and they are not. Here is the split that keeps me from using a chat window for a job that needs an agent, or an agent for a job that needs a conversation.https://irmomarketing.com/insights/fractional-cmo-vs-marketing-consultanthttps://irmomarketing.com/insights/fractional-cmo-vs-marketing-consultantSun, 25 Oct 2026 12:00:00 GMTLeadership“Fractional CMO” is the hot title and “marketing consultant” is the old one. They describe different jobs, buyers conflate them, and the difference decides how an engagement goes. Here is how I draw the line, and why my card says consultant.https://irmomarketing.com/insights/youtube-googles-smartest-buyhttps://irmomarketing.com/insights/youtube-googles-smartest-buyTue, 20 Oct 2026 12:00:00 GMTStrategyGoogle paid $1.65 billion in stock for YouTube in 2006. In 2025 it cleared $60 billion in revenue, more than Netflix, and in July 2026 it set a record 14.2 percent share of all U.S. TV viewing. What the deal teaches a marketing leader about buying attention early.https://irmomarketing.com/insights/looker-studio-use-caseshttps://irmomarketing.com/insights/looker-studio-use-casesWed, 14 Oct 2026 12:00:00 GMTMeasurementGoogle’s free dashboard tool is the most underused thing in the marketing stack. Here are the reports I build in the first month at every company, how I wire them, and the ones I have learned to skip.https://irmomarketing.com/insights/six-passes-to-one-ai-content-sophttps://irmomarketing.com/insights/six-passes-to-one-ai-content-sopThu, 10 Sep 2026 12:00:00 GMTContentAI-assisted content fails when the reviewer is the bottleneck. The six-stage process that cut article revisions from six passes to one or two, with compliance checked before an expert ever sees a draft.https://irmomarketing.com/insights/glossary-is-the-new-bloghttps://irmomarketing.com/insights/glossary-is-the-new-blogThu, 13 Aug 2026 12:00:00 GMTAI searchAI answer engines quote definitions, not opinions. Why a well-built glossary now outperforms a blog for professional-services visibility, and how to build one that gets cited.https://irmomarketing.com/insights/two-websites-twelve-weekshttps://irmomarketing.com/insights/two-websites-twelve-weeksThu, 16 Jul 2026 12:00:00 GMTStrategyLong website projects fail for predictable reasons. The constraints that made it possible to relaunch two professional-services sites in a single quarter, and what I would cut again.https://irmomarketing.com/insights/speed-to-lead-crm-ruleshttps://irmomarketing.com/insights/speed-to-lead-crm-rulesThu, 11 Jun 2026 12:00:00 GMTPlaybookMost lead problems are follow-up problems. Five rules, each one buildable in HubSpot or Salesforce in an afternoon, that stop good leads from dying in the inbox.https://irmomarketing.com/insights/first-90-days-one-person-marketing-departmenthttps://irmomarketing.com/insights/first-90-days-one-person-marketing-departmentThu, 14 May 2026 12:00:00 GMTLeadershipTwice now I have been the first marketing hire. The order you do things in matters more than how hard you work. Here is the sequence that held up both times.https://irmomarketing.com/insights/daily-marketing-intelligence-brief-ai-agentshttps://irmomarketing.com/insights/daily-marketing-intelligence-brief-ai-agentsThu, 16 Apr 2026 12:00:00 GMTAI toolsEvery weekday at 7 a.m., an automated brief lands in the team chat: what the market is asking, what to post, what to comment on, and a question-of-the-day script. No human touches it. Here is how it is built.https://irmomarketing.com/insights/2026-ai-marketing-toolkithttps://irmomarketing.com/insights/2026-ai-marketing-toolkitThu, 19 Mar 2026 12:00:00 GMTAI toolsA no-affiliate review of the 20 AI tools that consistently deliver value for marketing teams, and how to combine them by team size.https://irmomarketing.com/insights/zero-click-marketing-b2bhttps://irmomarketing.com/insights/zero-click-marketing-b2bMon, 09 Feb 2026 12:00:00 GMTStrategyMost online journeys now end without a click. What that means for B2B brands, and why the companies that adapt will capture demand first.https://irmomarketing.com/insights/platform-native-content-strategyhttps://irmomarketing.com/insights/platform-native-content-strategyMon, 09 Feb 2026 12:00:00 GMTContentEach platform has its own content economy. How to build LinkedIn, YouTube and community content that performs where your buyers already spend time.https://irmomarketing.com/insights/answer-engine-optimizationhttps://irmomarketing.com/insights/answer-engine-optimizationMon, 09 Feb 2026 12:00:00 GMTAI searchAI tools are becoming the first stop for B2B research. How to structure content, build entity authority and track your presence in AI answers.https://irmomarketing.com/insights/measuring-zero-click-marketinghttps://irmomarketing.com/insights/measuring-zero-click-marketingMon, 09 Feb 2026 12:00:00 GMTMeasurementWhen buyers never click, traffic stops telling the story. A measurement framework built on share of voice, brand search and self-reported attribution.https://irmomarketing.com/insights/zero-click-30-day-planhttps://irmomarketing.com/insights/zero-click-30-day-planMon, 09 Feb 2026 12:00:00 GMTPlaybookA week-by-week plan to audit your visibility, build a content engine, distribute natively and measure what changed.https://irmomarketing.com/insights/do-you-know-your-businesshttps://irmomarketing.com/insights/do-you-know-your-businessWed, 14 Aug 2024 12:00:00 GMTStrategyA restaurant, a PEO and a Shopify store should not be marketing the same way. Which channels fit which business model, industry by industry.https://irmomarketing.com/insights/ai-marketing-tools-copywriting-design-socialhttps://irmomarketing.com/insights/ai-marketing-tools-copywriting-design-socialMon, 05 Aug 2024 12:00:00 GMTAI toolsA 2024 field guide to the AI tools that earned a place in a working marketer’s stack, by task: copy, design, social and planning.https://irmomarketing.com/insights/feel-good-brand-storyhttps://irmomarketing.com/insights/feel-good-brand-storyMon, 05 Aug 2024 12:00:00 GMTStorytellingWhy emotional stories outperform promotion, five big-brand examples, and a practical playbook for small and local businesses with no budget.https://irmomarketing.com/insights/internal-efficiency-customer-service-sales-growthhttps://irmomarketing.com/insights/internal-efficiency-customer-service-sales-growthTue, 03 Mar 2020 12:00:00 GMTLeadershipWhat a fast-growing mortgage lender changed inside marketing, sales, operations and HR during a growth cycle, and why customers felt it.https://irmomarketing.com/insights/loan-officer-support-to-scalable-brandhttps://irmomarketing.com/insights/loan-officer-support-to-scalable-brandFri, 28 Feb 2020 12:00:00 GMTLeadershipMarketing teams that start by "supporting" sales end up run by sales. Treat loan officers like franchisees, and the brand gets its team back.https://irmomarketing.com/insights/before-you-spend-another-dimehttps://irmomarketing.com/insights/before-you-spend-another-dimeWed, 17 Jan 2018 12:00:00 GMTStrategyStop renting the land you build your house on. Fix the website, tell the story, then buy media, in that order.https://irmomarketing.com/insights/5-tips-to-start-selling-anythinghttps://irmomarketing.com/insights/5-tips-to-start-selling-anythingMon, 06 Mar 2017 12:00:00 GMTSalesComputers, telecom, cars, marketing. The five habits that separated selling from order-taking across every one of them.https://irmomarketing.com/insights/franchising-in-the-digital-agehttps://irmomarketing.com/insights/franchising-in-the-digital-ageSat, 18 Feb 2017 12:00:00 GMTFranchiseA franchisor runs two businesses: selling franchises and supporting franchisees. A long-form guide to the marketing foundation, team and programs that serve both.https://irmomarketing.com/insights/dont-waste-your-time-with-social-mediahttps://irmomarketing.com/insights/dont-waste-your-time-with-social-mediaFri, 17 Feb 2017 12:00:00 GMTContentSocial media works when the foundation under it works. The website, content and analytics questions to answer before the first post.