The context
As the business expanded into B2B, outbound was an important part of acquisition, but I also wanted to build channels that could create demand and keep us visible without relying on constant prospecting.
I worked across founder-led LinkedIn, newsletters, landing pages, search and later GEO, with each channel playing a different role in how prospects discovered and understood the B2B products.
Building owned B2B distribution
I launched a monthly operator newsletter and ran it for 12 consecutive months, averaging 43–52% open rates. It became a regular channel for product updates, customer stories, commercial proof and staying visible with the market.
Alongside this, I ghostwrote founder LinkedIn content twice a week, built around the problems our buyers were dealing with, customer outcomes and what we were learning from the market.
I also worked on B2B landing pages and messaging so that when someone reached the product through a campaign, founder post, referral or search, the proposition was clear and commercially relevant.
Expanding into AI search
As ChatGPT, Perplexity and Google AI Overviews became more prominent discovery channels, I started experimenting with how the business could show up for the questions potential customers were asking there.
In 2025, referral traffic from LLMs grew 1,634%, while the brand began appearing prominently across ChatGPT, Perplexity and Google AI Overviews for commercially relevant searches.
Supporting it with search
Traditional search still supported the wider acquisition engine, particularly through commercial landing pages and high-intent queries. Across the site, ranking keywords increased 141%, from 9,904 to 23,856, while average Google position improved from 31.9 to 21.2.
Bringing the channels together
Over time, the individual pieces started reinforcing one another. Founder LinkedIn created awareness and credibility. The newsletter gave us an ongoing relationship with operators and prospects. Landing pages gave campaigns and organic traffic somewhere focused to convert. Search captured existing demand. AI search created an additional discovery route and eventually produced a customer directly.