Скачать или смотреть Beyond the Billboard: Winning the Visibility Battle in LLM Search with David Kirkdorffer

Join hosts Charlie Riley and Greg Wise as they sit down with marketing consultant David Kirkdorffer to explore how brands can win the next big search battleground: large language models (LLMs) like ChatGPT, Gemini, Claude, Copilot, and Perplexity.

With decades of B2B tech marketing experience, David shares why LLM visibility is quickly becoming as critical as SEO—and why this shift blurs the lines between demand generation and brand marketing. The conversation covers the realities of modern buyer behavior, the role of brand recall in the AI era, and how channels like out-of-home advertising can complement your LLM discoverability strategy.

From nurturing prospects over 18 months to building brand presence across multiple touchpoints, David offers a practical, forward-looking approach to marketing in 2025 and beyond.

Key Topics:

-Why LLM search is the next SEO
-How brand mentions influence AI-driven recommendations
-The fading distinction between brand marketing and demand gen
-Why repetition and context matter for recall
-How out-of-home fits into multi-touch brand strategy
-Coordinating creative across different canvases and mediums

Whether you’re a CMO, demand gen leader, or brand marketer, this episode will help you think differently about visibility—and how to prepare for the next shift in buyer research.

Timestamps:
[00:00:29] Meet David Kirkdorffer
[00:02:00] LLM search as the new discoverability battleground
[00:05:45] From buyer enablement to AI enablement
[00:08:15] Brand vs. demand gen: Where’s the line now?
[00:10:45] The recall effect in email, OOH, and other short-form touchpoints
[00:14:00] Context matters: When and where your message lands
[00:17:00] Repetition and storytelling in OOH campaigns
[00:20:00] Hyper-targeting for ABM with out-of-home
[00:22:56] Integrating OOH into a multi-channel plan
[00:25:15] How to measure OOH’s impact on brand and pipeline
[00:28:41] Where to find David Kirkdorffer