While everyone panics about ChatGPT stealing traffic and AI replacing jobs, the data tells a different story. For every search on ChatGPT, there are 373 searches on Google. AI's disruption is far less dramatic than media hype suggests. Rand Fishkin challenges this prevailing wisdom about AI's impact on B2B marketing.

In this conversation, Rand and Shahin explore why consensus views are usually wrong, how to build marketing strategies around actual audience behaviour, and what Rand learnt from building Moz versus SparkToro. From audience intelligence research to radical transparency about the venture capital trap, Rand delivers insights that help B2B marketers make smarter decisions.

Guest Introduction

Rand Fishkin is the co-founder and CEO of SparkToro, an audience research software company, and Snackbar Studio, an indie game development studio. Previously, he founded Moz, where he grew the company from debt to $50M+ in revenue over 17 years. He's the author of Lost and Founder: A Painfully Honest Field Guide to the Startup World and is known for his radical transparency about startup life and his contrarian takes on marketing trends.

Key Topics

AI's real impact on search: Data shows ChatGPT handles one search for every 373 on Google, and AI hasn't caused predicted job displacement (US unemployment remains historically low).
Audience-specific research: Rather than following industry trends, marketers should investigate where their audience spends time using tools like SparkToro to discover relevant channels and influencers.
Channel strategy and execution: Effective B2B marketing requires both overarching positioning strategy plus channel-specific tactical approaches for LinkedIn, email, and content platforms.
Learning from hype cycles: From mobile apps to crypto, media creates fear-based narratives around technology that rarely match reality, and marketers who chase every trend waste resources.
Building companies differently: Rand compares growing Moz with VC funding to building SparkToro through alternative funding, highlighting how serving investors rather than customers creates misaligned incentives.

Resources & Links

People:

Amanda Natividad - VP of Marketing at SparkToro, referenced for her philosophy on social media algorithms and authentic engagement

Companies & Tools:

SparkToro - Audience research software
Moz - SEO software platform
Snackbar Studio - Indie game development studio
ChatGPT - Large language model by OpenAI
DuckDuckGo - Privacy-focused search engine

Books & Resources:

Lost and Founder: A Painfully Honest Field Guide to the Startup World by Rand Fishkin
SparkToro Funding Documents - Open-sourced funding model and incorporation docs
Snackbar Studio Funding Documents - Open-sourced funding model for indie game studio

Contact & Credits

Host: Shahin Hoda

Guest: Rand Fishkin

Produced by: Shahin Hoda and Alexander Hipwell

Edited by: Alexander Hipwell

Music by: Breakmaster Cylinder

APAC's B2B Growth Podcast is Presented by xGrowth

AI Myths Debunked and The Real Data Behind ChatGPT, Jobs, and Search Traffic With Rand Fishkin