The Shift.
A small set of perspective pieces from Innovative Group leadership on where marketing, AI, and operations are going.
Slow-moving, opinionated, written for executives who would rather take a perspective than another deck of bullet points. New pieces land when a leader has something specific to say. Fewer is the point.
H2 2026 Buyer Snapshot.
A teaser of the full State of the Buyer H2 2026 research report. What mid-market buyers are spending on AI, where the Big Four can't reach, and what the operating-company shape produces at this stage of the cycle.
Why our clients see what we are doing
IG is becoming a portfolio of agency visibility products. Beat for local businesses, Next Best Action for B2B SaaS. Visibility is the relationship, not a feature.
Catering to the Agent.
When the buyer stops being a person, the website stops being a brochure. A short note on the agent era of B2B GTM, where the website is being rebuilt for visitors that don't read, and how Next-Best Action becomes the wedge.
Mid-market is the missing layer in the Big Four AI rollouts.
EY shipped 150 tax agents this year. Deloitte shipped Zora. Both serve the floor above mid-market. The work has to land somewhere between $5M and $200M, and that floor is where the operating gap actually is.
The AEO decade.
SEO had thirty years to compound. The agent layer of the web is going to compound faster. The argument for treating the next ten years as a parallel discipline, not a tactic.
Why we killed our holding-company instincts.
IG could have been a holding company with six brands. We made the structural choice the other way. The founder version of why.
Editorial discipline as competitive moat.
Every B2B marketing page on the internet now sounds the same. The work we do to remove that sameness is not a style guide. It is a strategy.
Visibility Products II: from SEO to AEO.
Six months ago I wrote about visibility as a product. The product changed. AI agents now sit between the buyer and the page.
Entia non sunt multiplicanda.
Why subtraction beats addition. A field note on the discipline of less, the empirical record on simplicity, and how the principle shows up in the way we scope, audit, and ship work for clients.
Ex Experimento ad Operationem.
From experiment to operation. Our view on the AI layer that actually compounds, across the six specialty teams at Innovative Group. Where vertical depth, owned data, and invisible integration earn a permanent seat.
The editorial line.
The Shift holds perspective pieces — how we see the world. The discipline is high. New pieces land when a leader has a strong, durable point of view that earns a CMO's reading time two years from now, not a campaign update or trend roundup. For practical, recent, tactical posts from the team, see Insights.