Description

Send us Fan Mail

📬 You like this podcast? You’ll love the newsletter.
Join the weekly 3-2-1 on AI search + marketing: subscribe

Most brands treat AI search visibility as a technical problem. Add the schema, clean up the structure, fix the crawl paths, wait to get cited. Then nothing happens.

David Kirkdorffer has been doing B2B marketing since the nineties and now works with CMOs, CROs, and CEOs on exactly this. His argument: the technical layer is a building block, not the answer. What actually gets pulled into an AI-generated answer is the language on your page — and if five different teams are describing your company five slightly different ways, you've given the model nothing to be confident about.

In this conversation, David and I get into why messaging drift quietly moves your brand into a different category, why product marketing may be the highest-leverage seat in your AI visibility strategy, and why large enterprises are often better at this than scrappy startups (for reasons that have nothing to do with budget).

What we cover

• Why SEO gets you on the shelf but doesn't get you quoted
• "Word math" — how small wording changes move your brand into a different semantic category without anyone noticing
• The hub-and-spoke model: product marketing as the source of messaging for PR, demand, partner, and sales
• Corroboration as a trust signal, and why consistency across surfaces beats volume
• Why big companies quietly solved this decades ago, and what small brands can borrow
• The digital footprint gap, and why challenger brands compete against a mountain of existing content
• How LLMs decompose a query, fan it out, and let retrieved chunks compete on completeness and semantic alignment
• Why efficiency is a retrieval criterion most people ignore
• The hiring problem: why "AI search optimization" job descriptions are mostly technical SEO
• What happens when your predecessor's positioning is still live across the internet

I'm an AI search visibility consultant and a fractional content strategist for startups and enterprise brands. If that sounds like the kind of help you're looking for, email me at cassie@cassieclarkmarketing.com. 

Or request your 7-Day AI Search Visibility Audit: https://cassieclarkmarketing.com/ai-search-visibility-audit/

Let’s connect:

LinkedIn → Cassie Clark | AI Search Visibility Consultant
Website → https://cassieclarkmarketing.com

Join Cassie Clark for a free live training, How to Build an AI Search Visibility Strategy, on November 5, 2026, at 1 PM ET.

Learn how to identify relevant AI search opportunities, diagnose visibility gaps, establish a measurement baseline, and prioritize your next steps. Includes live Q&A.

Register for free: https://cassieclarkmarketing.com/ai-search-training/

Wondering what AI search means for your business?

Cassie Clark Marketing helps startups and enterprise brands understand how AI systems discover and recommend them, identify what affects their visibility, and develop executable strategies.

Services include team training, AI visibility diagnosis, strategic consulting, and fractional marketing leadership.

www.cassieclarkmarketing.com