The Digital Marketing Podcast by Exposure Ninja

The buyer journey you've been designing for doesn't exist anymore.

For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?"
In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One (today's sponsor) to measure your brand's AI visibility, find your gaps, and start closing them.
You'll discover:
Why 73% of B2B buyers now use tools like ChatGPT and Perplexity during their research, and what that means for a real mortgage insurance buying journey

How a simple B2C purchase (sunscreen) went from question to Amazon checkout in five minutes, without the winning brand's website playing any part in the research

Why only 22% of marketers currently track their AI visibility and traffic, despite this being some of the highest-intent traffic available

How to read an AI Visibility Overview: mentions, citations, and cited pages, and what it means if your numbers are flat while the market grows

How to use Topics and Sources (and their competitor equivalents) to build a content and digital PR target list based on where you're actually losing visibility

How Brand Performance surfaces what AI tools are saying about you, including the specific business drivers helping or hurting your sentiment

How we used this exact approach to take Value Capital Funding from 50 to almost 400 leads a month

Whether you're just starting to think about AI search optimisation or already have a strategy and want to sharpen it, this is a practical, tool-led walkthrough you can apply straight away.

"Is this AI Search visibility thing even relevant for B2B?"
That's the question our CEO, Charlie Marchant, got asked by the audience at eCommerce Scotland. It's a fair one, too, because most AI Search examples you see are consumer-focused. If you're selling components or software to other businesses, how much does ChatGPT really matter to your buyer journey?
The answer is: a huge amount, and the data backs it up. But B2B buyers use AI differently to consumers, which means your approach to AI Search Optimisation (also known as Generative Engine Optimisation or AI SEO) needs to be different too.
Tim Cameron-Kitchen covers:
Why B2B buyers are turning to AI throughout the purchase journey, including data from Forrester and G2 showing just how far this shift has gone

How to benchmark exactly where your brand stands in AI tools like ChatGPT, Google AI Overviews, Gemini and Perplexity, and how you compare to your competitors

How to read AI sentiment data to see what these tools are actually saying about your brand, and whether they're pushing the right messages

How to map what your buying committee is asking AI, and how to identify the content gaps that are costing you visibility

Why niche, lower-volume B2B topics can still be some of the most valuable ones to target in AI search

Why digital PR now has a second job: getting your brand mentioned on the third-party sites that AI tools cite in their answers

How to track the commercial impact of your AI search visibility, including getting your sales team to ask "where did you find us?"

Want a prioritised action plan for your own AI and organic search visibility? Our team can carry out a full paid audit across every platform, your sentiment, and your topic and prompt visibility. Request one at https://exposureninja.com/audit
Read the full show notes:
https://exposureninja.com/podcast/ai-search-optimisation-for-b2b/
Try Semrush One 👉 https://exposureninja.com/semrushone

Value Capital Funding came to Exposure Ninja almost entirely reliant on PPC for their leads. Competition was brutal, and costs were climbing. 
Twelve months later, they rank in the top five for over 180 keywords, they're generating leads from ChatGPT and Perplexity, and their organic leads have grown 7.4x.
Tim Cameron-Kitchen breaks down the three-step Exposure Ninja playbook behind that shift, using the real client work as the example:
Rebuild the website around conversion. Customer research showed prospects were searching the symptoms of their problem, not the solution, and that shame was blocking them from acting. Reframing the site around that took conversions from 53 a month to 393, a 640% increase.

Get the SEO foundations right. Technical audit, structured data, an optimised Google Business Profile, and 268 overlapping blog posts consolidated into four content pillars. Organic sessions doubled, blog conversions rose 10x, and total traffic increased 4.7x.

Build visibility in AI search. Competitor benchmarking, content built for long tail conversational queries, FAQs across key pages, and mentions on the sites AI tools actually cite. ChatGPT sessions rose 231%, conversions from that traffic rose 1600%, and Perplexity became a lead source for the first time.

Read the full case study: https://exposureninja.com/our-work/value-capital-funding/
Get the full show notes: https://exposureninja.com/podcast/value-capital-funding-strategy/
If you’re looking to get in-depth customer, competitor, and positioning insights, check out our Brand and Positioning Accelerator https://exposureninja.com/services/branding/brand-accelerator/
Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/

Not all leads are worth the same. 
The problem is that most websites and marketing inadvertently appeal more to the low-value leads than the high-value ones. 
In this video, Tim Cameron-Kitchen breaks down the four steps to attract higher-quality leads through your website and digital marketing, using real examples from businesses we work with: 
Attract the right traffic. High commercial intent keywords, paid search done properly, audience-specific landing pages, and AI search visibility. 

Make your ideal customer recognise themselves. If your perfect customer can't see themselves on your website, they won't believe it's for them. 

Build trust. High value buyers research before they enquire, so your proof needs to answer their objections before they contact you. 

Qualify leads before they reach you. Match your calls to action to buying intent, and use staged forms to protect your sales team's time.

Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/

https://exposureninja.com/podcast/how-to-generate-high-quality-leads/

https://exposureninja.com/podcast/turn-ai-mentions-into-leads/

Distinctive thought leadership is the strongest play for AI Search visibility, because AI platforms have no reason to cite content that simply repeats what everyone else has already published.
In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:
Why the flood of AI-created content makes distinctiveness the deciding factor in AI Search visibility

The McKinsey filter for thought leadership: be different, or go neater and deeper

How original data, first-hand experience and case studies earn AI citations

Why personalised AI answers mean there are many search journeys to win, not one

The takeaway for marketing leaders: stop competing on volume and start building content distinctive enough to be the best answer for the specific journeys your customers take.
Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/ 
Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:
https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/ 
Get the show notes:
https://exposureninja.com/podcast/thought-leadership-content/
Listen to this episode next:
The AI Visibility Pyramid: A Framework for Showing Up in ChatGPT
https://exposureninja.com/podcast/ai-visibility-pyramid/