How to Build Mindshare in the New SEO Era (With Sam Dunning)

GTM Live

This week on GTM Live, Carolyn sits down with Sam Dunning, SEO leader and B2B growth expert, to unpack how SEO has dramatically evolved and what top-performing companies must do to adapt.

They dive into why traditional SEO—focused on keywords, rankings, and traffic—is now too siloed, and how modern SEO needs to align with revenue, messaging, and the full customer journey.

They also explore outdated SEO metrics, the pitfalls of last-touch attribution, and why shifting to a revenue-influence mindset is essential.

You’ll hear what modern SEO looks like in a revenue-led org, how category narrative (not keyword stuffing) is the new growth lever, and how AI is reshaping both content production and search behavior.

Together, Carolyn and Sam challenge the idea that SEO can be a standalone marketing channel, it’s a powerful GTM distribution engine when done right.

Key topics in this episode:

• Why SEO can’t be a silo anymore

• How to reframe SEO as a distribution strategy, not just a traffic engine

• Why aligning SEO with your company’s POV drives better outcomes

• How AI is reshaping the content and SEO landscape

• Why B2B companies need to track influence, not just rankings or leads

• The biggest SEO measurement mistakes teams still make

• What high-performing teams are doing differently with content

📣 Share this with any marketer or RevOps leader still tracking SEO like it’s 2015.

This episode is powered by ⁠⁠Passetto, a GTM advisory and software company that helps B2B SaaS teams achieve true Revenue Visibility. We work alongside revenue leaders to expose data blind spots, build the right data infrastructure, and eliminate the pipeline black hole.Visit ⁠⁠passetto.com⁠.