10Fold has launched MetricsMatter 5.0, an expanded communications intelligence platform that combines earned media, social, digital, competitive, website and AI-search data to give B2B marketing and communications teams a broader view of brand visibility and business performance.

The platform reflects a shift in B2B measurement as marketers increasingly have to track not only traditional search rankings and media coverage, but also whether companies are being surfaced and cited by generative AI systems.

MetricsMatter 5.0 tracks brand and competitor visibility across five AI platforms identified by 10Fold as ChatGPT, Google Gemini, Google AI Mode, Google AI Overviews and Perplexity. It also introduces metrics designed to assess the breadth, consistency and freshness of a company's earned-media presence.

The launch comes shortly after 10Fold published research showing that 58% of surveyed B2B technology marketing and communications leaders include an AI-search or LLM-visibility platform in their integrated reporting. The study, conducted by Sapio Research among 400 B2B technology marketing and communications leaders, also found that only 35% had fully integrated reporting and 38% connected communications and visibility metrics to pipeline or revenue influence.

From Communications Reporting to Intelligence

Traditional PR and communications dashboards tend to measure outputs such as media mentions, potential reach, social engagement and share of voice.

MetricsMatter 5.0 attempts to connect those measurements with competitive context and AI discovery.

The platform provides clients with continuously updated data and allows them to compare performance across competitors and time periods. 10Fold also says customers can connect additional marketing-program data, giving communications teams the ability to examine relationships between visibility and broader business indicators.

That distinction matters as marketing leaders face growing pressure to explain what communications activity contributes to business performance.

10Fold's own research illustrates the measurement gap. While 87% of respondents said their CEO or board generally trusts metrics aligned with business outcomes, only 38% reported connecting communications and visibility metrics to pipeline or revenue influence.

The implication is that the next generation of communications analytics will need to do more than count coverage. It will need to help marketers understand which visibility signals correlate with meaningful business activity.

New Metrics Target AI-Readiness

MetricsMatter 5.0 adds three measurements intended to evaluate the quality of earned visibility rather than simply its volume.

Coverage Diversity Index examines the distribution of coverage across media categories and sources, helping identify whether a brand's authority is concentrated in a narrow group of publications.

Message Inclusion Analysis measures how consistently priority messages appear in earned coverage. That can help communications teams identify which positioning themes are being repeated by external sources and which require additional reinforcement.

Recency Index evaluates the freshness and continuity of relevant coverage, distinguishing sustained visibility from a profile built primarily on older articles.

Together, the metrics move communications measurement closer to an authority model: who is talking about a company, what they are saying, how recently they are saying it and how broadly those signals are distributed.

AI Search Adds a New Visibility Layer

The more significant change is the platform's treatment of AI-generated answers as another discovery environment.

MetricsMatter 5.0 measures overall AI visibility, performance against selected prompts, changes over time, citations and sources influencing AI responses, and AI-driven website referral traffic.

This reflects a broader change in B2B search behavior. Gartner's 2026 research says AI is increasingly influencing B2B buying and recommends that marketers treat AI answer engines as part of a broader search strategy rather than viewing AEO as a replacement for traditional SEO.

Gartner has also published a Market Guide specifically addressing answer-engine visibility tools, noting that brands increasingly need to understand their visibility in LLM-powered search and discovery environments.

For communications teams, that creates a new measurement question: a company can earn substantial media coverage without necessarily knowing whether those sources influence the answers prospective buyers receive from AI systems.

MetricsMatter is designed to connect those two layers.

Competitive Intelligence Moves Into the Same Dashboard

The platform also combines social performance with earned-media, digital and competitive data.

Metrics include follower growth, engagement, click-through rates and performance over time, while 10Fold says customers can examine campaign correlations and compare competitive performance.

This approach addresses a persistent problem in marketing analytics: channel-specific dashboards can show what happened within an individual channel without explaining how different visibility activities interact.

By combining the data, 10Fold is positioning MetricsMatter as a decision-support layer rather than simply a reporting application.

The company's Salesloft customer example reinforces that positioning. Salesloft's Jason Beck said MetricsMatter 5.0 provides visibility into both traditional Share of Voice and AI-oriented Share of Answer. That remains a customer statement rather than independent validation of the platform's measurement methodology.

Market Landscape

The expansion of AI-generated search is creating demand for measurement systems that can capture visibility outside conventional search-result pages.

Gartner says AI answer engines create new risks and opportunities for B2B brands, including the need to monitor how companies are represented in AI-generated answers and address potential hallucination or inaccurate-brand-information risks.

At the same time, 10Fold's research suggests measurement adoption is moving faster than measurement integration. More than half of surveyed leaders said they track AI search visibility or brand citations, while only 35% reported fully integrated reporting across earned, paid, social, content and digital channels.

That gap creates an opening for platforms that combine visibility data across multiple channels and connect it with competitive and business context.

Strategic Outlook

MetricsMatter 5.0 signals a broader evolution in B2B marketing analytics: visibility is becoming multidimensional.

Media coverage, social engagement, website activity, conventional search and AI-generated answers increasingly overlap in the buyer journey. Measuring each channel separately can leave marketers without a clear view of how external authority translates into discoverability and, ultimately, commercial impact.

The challenge for platforms such as MetricsMatter will be proving that these visibility metrics are not merely new dashboard numbers. Their long-term value will depend on data quality, transparent methodologies, meaningful competitive comparisons and credible connections between visibility changes and business outcomes.

For B2B communications leaders, however, the direction is clear: AI visibility is becoming part of the measurement stack alongside traditional media and digital performance.

Top Insights

• MetricsMatter 5.0 combines earned media, social, digital, competitive and AI-search data into a single communications intelligence environment for B2B teams.
• New Coverage Diversity, Message Inclusion and Recency metrics shift measurement beyond media volume toward authority, consistency and freshness.
• The platform tracks brand and competitor visibility across ChatGPT, Gemini, Google AI Mode, AI Overviews and Perplexity.
• 10Fold's research found 58% of surveyed B2B technology marketing leaders already include AI-search or LLM visibility platforms in integrated reporting.
• Only 38% of respondents connected communications and visibility metrics to pipeline or revenue influence, highlighting the measurement challenge the platform is designed to address.

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