The Tool Is Not the Strategy: Martech’s First Flat Year Proves It
By: Chuck McCarthy
TL;DR: The martech landscape just posted its first flat year in 15 years, at 15,505 tools, up 0.79%. The value moved into the AI models...
We Need to Talk About How You’re Using ChatGPT | To the Power of X, Ep. 3
Welcome back to To the Power of X, Xponent21’s podcast on AI and marketing. In Episode 3, Chuck McCarthy, Kayleigh Crandell, and Jenna Pace ask...
Claude for Marketers: When to Use Chat, Projects, Cowork, or Code
By: Isaac Marcuson
TL;DR: What decides which Claude product a marketing task belongs in is how much of the process you have written down. Chat demands nothing. Projects...
Google AI Overviews Surpass 70% of Searches — Tracking Toward Full Replacement of Traditional Search by 2027
By: Will Melton
New data from Advanced Web Ranking shows Google AI Overviews now appear in 70.48% of personalized U.S. search results and 56.43% of non-personalized results, as...
The Data Nobody Has: Inside CARL Labs and the Future of AI Marketing Intelligence | To the Power of X, Ep. 2
In episode 2, Chuck, Kayleigh, and Will pull back the curtain on CARL—the Cognitive AI Ranking Lab—and why we created it instead of buying something...
Anthropic Lists Two Web-Search Subprocessors Behind Claude — and the GEO Playbook Missed the Second
By: Isaac Marcuson
TL;DR: The standard Claude optimization playbook rests on 15 launch-day data points. The core claim holds: Claude’s web search runs on Brave. But Anthropic’s own...
They Came for Marketing. We Saw a Bigger Opportunity.
By: Courtney Turrin
Every new franchisee or dealer has been there before: a new business, a long list of unknowns, and a brand relationship that either sets them...
Social Media Stopped Being Social, So I Started a Podcast
Xponent21’s Kayleigh Crandell explores Richmond, VA’s creative scene. Hear from local makers, artists, and innovators on the Creator Spotlight podcast....
When Marketing Works Too Well
By: Will Melton
We almost lost a client because our marketing work for them was too successful. But Xponent21 is a full-scale innovation partner, so we do more...
How Nonprofits Are Leveraging AI and Technology to Advance Their Mission in 2026
By: Will Melton
A practitioner-led series from the front lines of nonprofit technology discovery and deployment. Crawl, then walk, then run — at whatever pace makes sense for...
Where Does Your Nonprofit Stand? The 4-Rung AI Adoption Ladder
By: Will Melton
Before you can advance your mission with technology, you need to know where you’re starting. This is the second article in the The Nonprofit AI...
Start With Friction: Why Discovery Has to Come Before Deployment
By: Will Melton
The most common mistake nonprofits make with AI is skipping the listening phase. This is the third article in The Nonprofit AI Playbook series. Go...
X21 Podcast: To The Power of X
To the Power of X is our podcast where our team talks about marketing and AI like we do in the office: honestly, specifically, and without the hype.
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