Traditional inbound marketing models are failing due to disruptions from AI search engines, which now provide answers directly without users needing to click through. Ulf Lonegren, Co-Founder of Roketto, emphasizes that previous strategies targeting top-funnel traffic have collapsed. Roketto, a Kelowna-based agency specializing in SaaS and B2B, has pivoted to prioritize buying-intent keywords and developed their “HyperContent” service, focusing on high-quality comparison guides rather than generic informational content. This shift results in better lead conversion rates. They also utilize AI for research, content production, and automation workflows, significantly streamlining operations. Ulf stresses the importance of integrating AI strategically while maintaining human expertise to enhance content quality and operational efficiency. Agencies successfully using AI treat it as a tool to amplify existing capabilities, rather than replacing their skills. The key to staying relevant in marketing lies in adapting to new technologies while focusing on meaningful, conversion-driven strategies.
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