Andy Hendricks
Head of Search

Andy Hendricks

Andy Hendricks is Grey Matter’s Head of Search, leading the agency’s organic and paid search practice across B2B clients. He specializes in PPC, SEO, and agentic search optimization — connecting technical search strategy to pipeline and revenue. Andy has spent his career studying how buyers actually use search and building the content and channel strategies that show up in the moments that matter.

Articles by Andy Hendricks

Chart showing B2B ROAS growing over 365 days, with annotation: your campaign isn't failing, B2B ROAS needs time.
Marketing Strategy

How to Calculate ROAS for B2B Lead Generation Campaigns

A practical guide to calculating ROAS for B2B lead gen: why the ecommerce formula breaks, three methods that work with long sales cycles, and what to report to whom.

Marketing analytics dashboard displayed on a conference room screen, showing an upward-trending green line chart alongside bar graphs and a data table — representing the kind of pipeline and revenue metrics B2B SEO reporting should deliver.
Content Marketing

B2B SEO Reporting Is Broken. Here's What to Measure Instead.

The standard B2B SEO report in 2026 looks almost identical to the one from 2016. Keyword rankings, a traffic graph, a visibility score. Ten years of fundamental change in how search works and the way we report on SEO hasn't moved at all. Here's what to measure instead.

Google I/O 2026 keynote stage with presenter and audience
Marketing Strategy

Google I/O 2026 Just Rewrote the Search Playbook. Here's What B2B Marketers Should Actually Do About It.

Google made AI Mode the default Search experience this week. The 25-year-old ten blue links interface that the entire B2B search playbook was built around is no longer the default. Here's what changed, what it breaks, and what B2B marketers should do about it right now.