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.

Andy Hendricks
Head of Search4 articles

Articles by Andy Hendricks

Technical systems diagram with lime highlights and the words More Leads. Same Hours., representing sales capacity.
Marketing Hit Its Number. Sales Still Missed Theirs. Here's Why.Sales Enablement

Marketing can hit its MQL target while sales still misses pipeline. The hidden variable is capacity: how many leads reps can actually work well in a month.

Chart showing B2B ROAS growing over 365 days, with annotation: your campaign isn't failing, B2B ROAS needs time.
How to Calculate ROAS for B2B Lead Generation CampaignsMarketing Strategy

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.

A stack of printed SEO reports with ranking charts, one bright lime tab, a red pen resting on a traffic chart
B2B SEO Reporting Is Broken. Here's What to Measure Instead.Content Marketing

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…

An empty conference keynote stage seen from dark rows of seats, a single bright lime spotlight beam
Google I/O 2026 Just Rewrote the Search Playbook. Here's What B2B Marketers Should Actually Do About It.Marketing Strategy

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…

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