The Death of the Keyword — And What Comes Next with Hadassah Pegado Dalisay of Outreach

Your SEO traffic is up. Your pipeline is flat. Something broke, and it's not your team — it's the entire model most B2B marketers were trained on. The buyers who used to find you on Google are now getting their shortlists from ChatGPT, and if you're not in that conversation, you're invisible at the exact moment it matters most.In this episode, Josh and Ross sit down with Hadassah Pegado Dalisay, Head of Content Strategy, SEO, and AEO at Outreach — the agentic AI platform for revenue teams — who has spent over a decade watching the search game change and finally break. Hadassah makes a case that will sting a little: the old keyword-volume playbook didn't just stop working, it actively made you worse at the thing that actually matters — being the trusted answer when a buyer asks an AI what to buy. Her fix isn't to abandon SEO. It's to collapse the wall between SEO, content strategy, and revenue intelligence into something that actually earns attention.We also cover:
•Why mining your own sales transcripts is the most underrated content research method in B2B — and how Outreach does it at scale every quarter
•The difference between signal-driven and keyword-driven content strategy, and why the companies chasing volume right now are building a liability, not an asset
•How to make the case inside your org that AI visibility isn't a marketing metric — it's a pipeline metric