S 01 | Ep 51 Exploring the Complex Landscape of B2B Marketing Jim Yu , founding CEO and executive chair of BrightEdge , the number one enterprise SEO platform used by over half of the Fortune 500 , joins the show to share lessons from 16 years of building a category - defining marketing technology company . Jim opens with the origin story of BrightEdge , including how he bootstrapped the company ' s data infrastructure by cycling machines through Costco ' s return policy while his co - founder slept on his couch , and reflects on how growing up as the son of immigrants in a South Dakota trailer park gave him the resilience and creative problem - solving instincts that carried him through the hardest moments of building the company . He explains how the fundamental purpose of search has never changed even as the technology around it has , and walks through what the rise of generative AI search engines means for enterprise marketers , including why brand authority , topical relevance , and proper schema tagging are just as critical in an AI - powered search world as they were before . Jim discusses the challenge of gated content and PDF - heavy content strategies , explaining why companies that lock their most substantive work behind forms are undermining their own authority in both traditional and AI - driven search .