The Marketing Share
Running a marketing department requires expertise in many domains, from branding, media and positioning to demand generation, sales enablement, and much more. As a business leader or a new department head, you may be an expert in one or more marketing areas but usually not all of them. The Marketing Share aims to close this gap.
Co-hosts Barb VanSomeren and Alec Cheung are experienced marketing leaders who have been down the path of learning on the fly while managing a marketing team. They interview domain experts and ask the right questions so business leaders can learn what they need to know to run marketing.
The Marketing Share
From SEO to LLMs: How to get your brand in AI Search Results with David Kirkdorffer
Are LLMs your new buyers' first touchpoint?
In this episode, B2B marketing strategist David Kirkdorffer joins Alec Cheung and Barb VanSomeren to unpack how AI is reshaping buyer enablement—and why your content might be invisible to large language models like ChatGPT, Gemini, and Claude.
David breaks down how marketers can adapt from traditional SEO to what he calls “AI enablement”—from restructuring site content to ensuring your messaging is consistent and crawlable across the web. He also explains why accessibility standards matter more than ever (yes, even for your image alt text and headers) and how PR is making a comeback in the AI era.
Whether you're trying to win LLM search results or just keep your brand from disappearing into digital oblivion, this conversation is packed with practical steps to future-proof your content.
You’ll walk away with:
🔑 How LLMs chunk and prioritize content (and how to optimize for it)
🔑 Why consistent messaging across the web is more important than ever
🔑 How to structure your website so AI actually sees your content
🔑 What PR and brand authority have to do with LLM visibility
🔑 How to future-proof your SEO strategy for AI-powered search
Connect with David:
👉 LinkedIn: linkedin.com/in/davidkirkdorffer
👉 Read David’s article: "How to Get AIs Like ChatGPT and Gemini to Mention Your B2B Solutions in Responses to Buyer Queries"
Explore the video content of each podcast episode on YouTube
Want to be a guest on The Marketing Share Podcast? Send us an email with your bio and proposed interview topic to marketingsharepodcast@gmail.com, and our podcast manager will get back to you soon.
Want to connect with Alec and Barb to talk all things marketing and how they can help you leverage the marketing wing of your organization?
Connect with Alec here
Connect with Barb here
Cheers.