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Welcome to Volume 277 👋
Happy Thursday!
In this week’s newsletter, we cover:
- 🎥 How to Start a YouTube Channel That Dominates B2B Discoverability
- 🔍 YouTube Just Beat Reddit at the AI Citation Game
- 👀 The Latest in B2B SaaS This Week
- 🧠 This Week’s Brain Food
- ➕ The Best Content Across the Web
- 📣 We’re Hiring: Check Out Our Open Positions!
Let’s get into it.
🎥 How to Start a YouTube Channel That Dominates B2B Discoverability
YouTube drives 47 billion monthly visits and sits at #2 among the most visited websites globally. But here’s what most B2B brands miss: YouTube has become the default answer engine where prospects research solutions — and your competitors’ videos are shaping those decisions.
The influence is undeniable: YouTube content shapes purchase decisions 1.6X more than social platforms, commands 2X the trust of competing channels, and surfaces across every search experience prospects have. When buyers evaluate solutions, they’re watching videos that influence consideration months before requesting a demo.
Foundation’s complete YouTube guide breaks down what’s working in 2026:
- The 3 Channel Archetypes: Creator-led, Product-led, or Story-led — which model fits your business and why vidIQ’s choice doubled their reach.
- The discoverability advantage: How to optimize content so prospects find you when researching problems, not just searching for products.
- Why informational content wins: Educational videos generate 8X more organic traffic than product demos and appear everywhere prospects look for answers.
The delay between YouTube’s influence and B2B investment won’t last.
Check out the full guide and learn how to capture this opportunity before your competitors do.
🔍 YouTube Just Beat Reddit at the AI Citation Game
For the last year, Reddit has been the king of AI citations. But, according to AdWeek, there’s a new front runner:
New data from Bluefish reveals that YouTube now appears as a cited source in 16% of large language model answers — compared to just 10% for Reddit.
This marks a complete reversal from earlier periods when Reddit dominated social citations in AI-generated responses.
The shift wasn’t obvious at first. YouTube previously lagged behind text-based platforms because LLMs struggled to extract information from video content. But the game changed with Google Gemini coming into the picture, leveraging video transcripts, descriptions, and metadata as readable text sources.
If your content strategy has been avoiding Google’s video platform, you’re now missing out on higher citation rates. The question isn’t whether to be on YouTube. It’s whether your videos are optimized with the transcripts, titles, and descriptions that make AI want to cite you.
Because if Reddit has taught us anything, it’s this: control the citation, control the conversation.
🗽 We’re Headed to SEO Week NYC
Ross Simmonds is taking the stage at SEO Week in NYC this April to break down exactly how modern brands earn real attention and lasting visibility across search, social, and AI systems in 2026.
If SEO, GEO, AI optimization, and smart content distribution are on your roadmap, this is the must-attend event.
Get 5% off your ticket with code SEO-SIMMONDS at seoweek.org
👀 What’s the Latest in B2B SaaS This Week?
📉 Google searches per U.S. user fell nearly 20% YoY: Report | Search Engine Land
📱 Meta to test premium subscriptions on Instagram, Facebook, and WhatsApp | TechCrunch
💰 OpenAI Seeks Premium Prices in Early Ads Push | The Information
📈 Microsoft gained $7.6B from OpenAI last quarter | TechCrunch
🙅 Google Exploring Ways To Allow Sites To Opt Out Of AI Overviews & AI Mode | Search Engine Roundtable
🚨 New Podcast Alert: Unlocking the Power of Partnership Marketing with Clinton Senkow
In the latest episode of The Ross Simmonds Show, Ross reconnects with long-time friend Clinton Senkow — a partnership marketing expert who’s helping companies unlock exponential growth through strategic collaborations.
If you’re sitting on product-market fit but struggling to scale efficiently, this episode is your blueprint for turning other companies’ audiences into your unfair advantage.
Here’s what Ross and Clinton cover:
- Partnerships deliver exponential growth, not linear gains. Partnerships let you tap into established audiences and platforms, unlocking brand trust through warm introductions instead of cold outreach.
- Product-market fit first, partnerships second. Don’t chase partnerships too early. The sweet spot is when you understand your ideal customer and have traction, then partnerships become a force multiplier.
- Partner discovery benefits from a “before and after” framework. Ask: “What is my customer doing before and after they use my product?” Your ideal partners serve the same ICP but complement (not compete with) your offering.
- AI is compressing partnership timelines. Clinton’s platform, Partnerss.co, uses synergy scores and business intelligence to match companies with high-fit partners in minutes.
- Strategic alignment matters more than volume. The best partnership KPIs are about active partnerships, partner-influenced revenue, retention rates, and co-marketing reach.
- Partnerships require specialized skills. Successful partnerships professionals are strong networkers and relationship builders who can wear multiple hats in early-stage environments.
Listen to the full episode on Apple Podcast or Spotify to learn how to make AI your unfair advantage and 10X your output without losing your voice.
🧠 This Week’s Brain Food
New research from the journal Behaviour & Information Technology challenges the assumption that digital transformation is inherently good or bad for employees. The reality is far more nuanced, and implementation matters more than adoption.
The study, involving 174 financial services employees in South Africa, examined what drives technology acceptance and its effects on mental health and wellbeing.
The findings reveal that when employees perceive technology as performance-enhancing, enjoyable to use, and socially supported, adoption increases (and so does their mental health and overall wellbeing).
But here’s the critical caveat: the researchers note that improper implementation can reverse these benefits. Prolonged screen time, blurred work-life boundaries, and expectations of constant connectivity can quickly turn digital tools into sources of stress and burnout.
The takeaway for organizations rolling out new tech: stop treating adoption as the end goal.
Performance benefits and social support are what drive acceptance — not ease of use alone. And if you want technology to improve employee outcomes rather than degrade them, you need explicit policies around usage, training that reduces cognitive load, and a culture that acknowledges the psychological toll of poorly managed digital transformation.
Technology doesn’t improve wellbeing by default. Implementation does.
Want to sponsor our next issue? Reply to this email, and we’ll share how you can reach more SaaS founders and marketers today.
🏅 Reddit Post of the Week
Am I alone here? SEO takes so much longer now In r/SEO
🎖️ LinkedIn Post of the Week
This is what Reddit astroturfing looks like. by Joe Jarred
🤳🏽 Nice Finds You Should Binge
Get ready for the AI ad-pocalypse | The Verge
💻 Job Postings Worth Checking Out
Looking for a new opportunity? Here’s a round-up of some exciting job openings in the B2B SaaS space.
- Foundation Marketing | GEO Partnerships Coordinator (PT)
- Foundation Marketing | Senior Account Manager
- Foundation Marketing | Reddit Specialist
- Foundation Marketing | Content Creator
- Foundation Marketing | Senior Account Coordinator
- Foundation Marketing | Senior Content Strategist
- Foundation Marketing | Executive Marketing & Outreach Assistant
Want us to include your job postings in our next issue? Reply to this email, and we’ll share how you can reach more SaaS professionals today.
🎧 What We’re Wired Into This Week
Pirates of the Caribbean EPIC MUSIC – Best of 1 Hour
This SaaS news smattering is brought to you by Ethan Crump!
If you have any feedback, suggestions, or ideas you want to see in this newsletter, feel free to email me at ethan@foundationinc.co. We’re always looking for ways to improve and provide the best B2B SaaS marketing resources.
Have a great weekend!
