Marketers struggling to get direct customer access can tap into the thousands of weekly calls already happening with Sales, Success, and Support teams. This provides a rich, unfiltered source of voice-of-customer data without needing new approvals or bothering clients.
Instead of just writing about problems, use your own product to solve a job-to-be-done for your ICP. Package the unique insights into a report. This "dogfooding" approach creates highly valuable, authoritative content that stands out and builds trust.
Run content through a custom AI agent trained on your specific buyer persona. This tool can flag jargon or phrasing that is technically correct but misaligned with the target audience's language, ensuring your message lands effectively before it goes live.
While often dismissed for reach, hashtags on LinkedIn posts are critical for AI Engine Optimization (AEO). They directly populate the URL slug, providing a strong signal to LLMs about the content's topic and improving its chances of being cited in search results.
AI search platforms prioritize content that has been updated within the last six months. This creates a new imperative for marketers to consistently refresh and optimize existing content, not just create new posts, to maintain visibility in AI-powered search results.
Air Ops amplified its out-of-home campaign by having featured customer champions take selfies with their billboards and post them on LinkedIn. The company then put paid spend behind these organic posts, effectively turning a local ad into a viral digital campaign.
When creating a book for Account-Based Marketing, don't just rely on your own channels. By featuring 14 authors from companies like Meta and Hulu, one B2B company created 14 built-in distribution networks, ensuring immediate reach into relevant audiences.
Data shows 75% of LinkedIn citations in AI search come from individual creators, not company pages. To optimize for AI visibility, B2B marketing teams should focus the majority of their efforts on executive and employee thought leadership rather than the corporate page.
When an LLM cites your LinkedIn content but you haven't tagged your company page, it becomes a "ghost citation." The data is used, but your brand receives no credit or attribution. Consistent tagging is now essential for brand visibility in AI search.
Use AI tools to automatically transcribe, summarize, and analyze all customer-facing calls. Feeding these daily summaries into a dedicated Slack channel makes the marketing team the company's "customer whisperer" by providing a constant stream of synthesized voice-of-customer data.
A single book is a one-time event, but B2B buying cycles are long. By following up a book with a recurring magazine, MoEngage could nurture target accounts over time, go deeper on industry-specific topics, and give sales a consistent reason to reach out.