our AI visibility increased 40%. branded search rose, pipeline went up. Did your AI search strategy drive the increase? Maybe. But your dashboard hasn’t proved it yet. As more discovery and evaluation happens inside AI experiences, search marketers face more pressure to demonstrate commercial impact but with less visibility into the complete journey.

Drawing on research for the forthcoming second edition of High-Impact Content Marketing, Purna will introduce her practical Claim Ladder — Signal, Influence and Incrementality — to explain where AI visibility metrics fit, why attribution and incrementality answer different questions, and how to connect search activity to business results step by step without expecting a single metric to prove everything.

You’ll learn how to tell a signal from proven impact, when your existing data is enough and when you need a test or comparison, and which data points — from branded search and CRM evidence to pipeline and revenue — belong in your evidence chain.
Purna Virij