During a MediaGrowth Excellorator webinar hosted by CEO Kathi Simonsen, True North Content founder Valerie Dennis Craven explained how B2B media companies are facing a trust and engagement crisis as rapid shifts in AI and search
technology create more distance between publishers and their audiences.
Why it matters: The rise of "zero-click" search results and the untrustworthiness of some AI-generated content are eroding traditional traffic metrics and audience trust.
The big picture: B2B media teams are grappling with several simultaneous
challenges that complicate their ability to connect with audiences and monetize content, according to Craven.
Disrupted Search: Constant changes in SEO and the emergence of AI Overviews are designed to provide answers directly on the search results page, reducing clicks to publisher websites.
Technology Barriers: The
increasing layers of technology can dilute the human experience and oversight, leading to audience skepticism about whether content or imagery is real and accurate.
Data Privacy: The move to a "cookieless world" and varying privacy laws make it harder to track users, elevating the importance of building and nurturing direct audience relationships.
What they're saying: Apply the 80/20 rule: "80% of the outcomes are a result of 20% of your audience." She pointed to the launch of "Incentives Today" by Meetings Today to serve a core audience segment.
Zoom in: Craven outlined three actionable strategies for B2B media professionals to foster more authentic connections using technology:
Humanize Digital Interactions: Use video for more direct, unscripted, and conversational formats rather than static webinars. This allows for real-time interaction and puts a human face to the brand.
Be Platform-Authentic: Identify where your core audience is most active and create content that aligns with their expectations for that
specific channel.
Engage First-Party Data: Use your own audience data not just for segmentation but for personalization.
Between the lines: While AI can contribute to the problem of audience alienation, Craven suggests it can also be a tool for building empathy.
What to watch: The metrics for success are changing. With the "zero-click experience", Craven suggests publishers may need to adopt public relations-style metrics, such as reach, share of voice, and engagement, to measure the true impact of their content.
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