"Every growth team needs to ask itself whether it's building its own pipeline or renting one from Google. My advice: Invest in creating proprietary content and research that LLMs must cite by name, double down on outbound and partnerships, and start treating AI platforms as a distribution channel. The companies that don't will watch their inbound evaporate."
"Create precise content that AI recognizes and understands. Build for influence, not visibility. Treat AI platforms as your distribution channel to ensure your content reaches the right audience."
In an AI-driven landscape, business development leaders must adapt their strategies to prioritize relevance over mere visibility. This involves creating precise content that AI can recognize, treating AI platforms as distribution channels, and building influence through meaningful connections. Companies should invest in proprietary content, monitor platform references, and engage with niche communities. Emphasizing reputation, credibility, and storytelling while leveraging partnerships and databases is essential for success in this evolving environment.
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