Marketing teams are struggling to stand out in a world where old playbooks no longer deliver. In this episode, Charlie Riley and Greg Wise talk with David Kirkdorffer about the urgent shift marketers face as large language models become a new venue for brand discoverability. David shares why he believes AI visibility is the next frontier, how out-of-home advertising influences brand recall, and why the line between demand generation and brand marketing continues to blur. From the challenges of reducing digital noise to the power of consistent storytelling across every touchpoint, this conversation explores how marketers can prepare today to win tomorrow.

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David Kirkdorffer is a Boston-based B2B marketing consultant with decades of experience driving demand generation and brand visibility. Having worked with 23 startups and 5 public companies, he focuses on helping technology businesses prepare for the future of buyer enablement. David advises CMOs on increasing their brand’s presence within large language models such as ChatGPT, Gemini, Claude, Copilot, and Perplexity — a new battleground for discoverability.

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• Why large language models are the new discoverability venue for brands
• How buyer enablement reshapes the marketing approach to long sales cycles
• The growing challenge of reducing digital noise while increasing visibility
• Why brand marketing and demand generation are merging into a single effort
• How out-of-home advertising drives subconscious recall and measurable impact
• Strategies for telling a consistent brand story across every touchpoint
• Measuring success: tying out-of-home efforts to ROI, pipeline, and branded search
• The importance of context and environment in how audiences receive messages

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• Scrappy ABM Podcast
• Large language models referenced: ChatGPT, Gemini, Claude, Copilot, Perplexity

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