We do thought leadership social media content for Founder-led sales. In just two 30-minute interviews a month, we create one post per weekday for you, and help you start more sales conversations.

Founders, social sellers and thought leaders: I can help you book more meetings from your social media content.

I’ll help you build a simple, time-effective workflow that will help you build your influence on LinkedIn with content (in your own words) and fill your inbox with sales leads automatically.  

We’ve helped dozens of tech startup founders and CEOS from many industries with founder-led sales. Our systems help them grow their qualified leads and revenue. 

Happy to walk you through the systems on a quick call. Click the link below my name above; my calendar loads on that page.

Jordan Behan

Henceforth, I will not be accepting any LinkedIn outbound pitches unless you can identify at least one item on the 80's nostalgia board. 

Prove your Gen-X or millennial street cred. 

*I borrowed this idea from Erik Richison and added a decade because I was born in the mid-70s.

Give me two 30-minute meetings a month and I’ll make your personal social content kick ass. Done-with-you content production for CXOs, in your OWN words.

"It's 2026 and it's too late to start posting on LinkedIn as a thought leader." 

...is an example of a great hook for a LinkedIn post, but it's a total LIE. 

Unless you're a recruiter, or work in SaaS, AI or crypto, there's probably even still time to have first-mover advantage against your competition. 

But what should you post? 

Here's one great idea: Post something that designed to change someone's mind about something. That's what this post was designed to do. 

If you're on the sidelines, thinking about the opportunity of building your personal brand and your business using LinkedIn, it's not too late. 

Start. Even if you don't have a master plan. Action beats inaction, and experimenting will teach you what to do more or less of. 

Need a hand? I take the planning and the effort out of it for you, without sacrificing your unique voice. Your ACTUAL voice; not an AI approximation of it. 

Ask me how. Learn more about my work here, and schedule a call if you have questions: https://lnkd.in/gKaP9SB3 

Start the year off right.

Jordan's simple 3-part guide for what to post about on LinkedIn: 

I get asked this a lot, and I have a simple framework of three main content "pillars" or themes. 

1. The "transformation." This one is about the OUTCOME that your customer will experience after doing business with you. Note that there is no mention here of product or features. This is more about the warm feeling in their belly afterward than it is about the widget or service you're selling. 

2. The industry trend. I usually describe this one as the theme you and your competitors are collectively discussing. This is all the news that's fit to print in your market category or niche. 

3. The wild card. This one is personal. Follow Chris Do's advice of "911" where nine posts are giving value to your community, one is personal (your wild card), and one is a call to action where you ask for the business. In this topic, you can share something you're passionate about and let us get to know you a little better. 

On sales calls, I try to riff on my prospects' themes to give examples of all three. My go-to when I'm talking about the wild card is to say that I'm also a cycling coach and bike racer, and I give myself permission to share a pic of me racing a bike at least once a month. 

Hence, please enjoy this pic of me suffering on the Seymour Challenge in North Vancouver (taken from a team car window). This might have been the best athletic performance of my life, but that's a story for another day. 

Want to meet for a chat about how I can help you with your LinkedIn content and outbound in just two 30-minutes per month? Learn more and let's meet for a quick chat: https://lnkd.in/gKaP9SB3

Here are Jordan’s three reasons why I’m still long on video on LinkedIn.

1. Because you can see and hear me, and that’s probably the best way for you to get to know me a little better. The same goes for you if you share yourself on video.

2. Because it’s still very difficult to replicate it using AI. We can still spot when people are using AI to create avatar videos of themselves, and so this is the most human that we can make this interaction. 

You can’t accuse me of using gen AI if I’m doing this completely unscripted, off the cuff, looking directly into the camera at you.

3. It’s the ultimate capture mechanism. I can use the transcript of what I’m saying and repurpose it a bunch of different ways. I’m starting with the absolute highest bar for quality capture, and I can use it several different ways after the fact.

#Video on LinkedIn, I’m still long on it. What do you think?

Thank you in advance for your likes and comments on this post, but you can stop reading now. This post is not for you. 

Let me be clear. I write these little missives with the goal of getting engagement. 

Your reactions are my currency, telling me and the mysterious LinkedIn machine that this caught your attention. 

But here's the M. Night Shyamalan twist: I drive more leads from "lurkers" than I do from the people who engage with my content. 

It's the weirdest conundrum. I need your clicks to get more eyeballs on this, but it's almost always a complete stranger who sees my stuff, finds my booking link and schedules a call. 

Why does it work like that? I don't know exactly, but I sure am grateful. I can tell you HOW it works, though. 

People see my content, and maybe it sparks their interest. Their next click is on my profile, which is a banger, let's be honest. It does the selling and links to both a landing page and my booking link. 

And hey presto, Bob's your auntie's live-in lover. Call booked. 

All of this is to say that it's still possible to drive business with LinkedIn.

But to make that happen, you gotta put yourself out there. Say something. Share your expertise, insights, and personal experiences. 

Every day, you see people doing that. They're not better than you. The only difference is they're taking action. So act. And yes, you can like this post and roast my AI image in the comments. After all, where would I be without you?

AI-assisted picture of Jordan wearing a tshirt that reads "Don't read this post." 

Stop what you’re doing and read this crappy, AI-generated post:

Just kidding. That’s not my brand. I’ve noticed a lot of AI content lately, and it has me thinking a lot more about personal branding.

These days, when LinkedIn and all of social media is flooded by gen-AI content and bots, the concept of personal branding is more important than ever. But what is a “personal brand” and how do you establish one?

It’s a great question and one you should be prepared to answer, especially as the leader of your business. 

By now, you know that your personal brand is “what people say about you when you’re not in the room.” But can you control that? Yes, you absolutely can.

How? By deciding what it is you want to be known for, and getting out there and sharing your thoughts. On LinkedIn, especially. I’m not the first one to tell you that you should be publishing thought leadership content, surely. 

It’s been well-established that C-suite leaders who post on social media outperform those who don’t.

It’s the most cost-effective way to grow your business. It helps attract prospects. It reassures clients. And it galvanizes your team behind your mission.

Where to begin, though? 

I can help with that. I help CEOs and other business leaders with their LinkedIn presence, and the first step is to do a short personal branding and goal-setting exercise. Typically, this is the first stage of my paid service, but since you’ve read this far, I’ll offer you a personal brand overview and a LinkedIn profile edit, completely free.

To learn more, send me a DM or visit this page: https://lnkd.in/gy7YzUhV

No hard sell, no commitment necessary, and no massively time-consuming homework assignments, I promise.

Jordan with a headline that reads "what's your personal brand?" 

My best-performing content from the past two weeks is a comment on someone else's post, where I sang the praises of Diet A&W Root Beer (the best diet soda on the planet). 

This tells me two things: 

1. Diet A n' dubs is the 🐐 
2. LinkedIn is like a networking event, and you don't always have to write a best-selling novel to make connections on here. Just interact, and your people will find you. 

PS, for the locals: Can you spot the location of this pic? Best Fish n' Chips in Vancouver.

Jordan looking off-camera near Fisherman's Wharf in Vancouver. 

Here's how I write strong hooks for LinkedIn: 

First, I don't overthink it. We've gotten to the point now where our hooks sound TOO MUCH like hooks. It's the LinkedIn equivalent of clickbait. Ick. 

Do this instead. Write your post. Heck, even ask your robot pal for a prompt to get you going. 

Then take a look at your draft and ask yourself: What will my network think is the most interesting part of this? 

Then cut and paste that part at the top. Job done, you've got your hook. In journalism terms, this is often referred to as the "inverted pyramid." 

You put the interesting part at the beginning so people will start reading, and then handle the rest later and trail off after you get to the boring bits...

Here’s what happens when a CEO posts three times a week for 90 days:

First, it's the honeymoon phase. 

Engagement is high. Your network is very supportive. Colleagues come out of the woodwork to 'like' your posts. You're instantly more visible. The initial validation feels wonderful.

In month two, the DMs start coming. Deals that you thought were dead are coming back to life. Contacts reconnecting and saying hello. 

In meetings, people will say you're "killing it on LinkedIn," even when you have never seen them engage with one of your posts. You vow to keep going. 

Months three and beyond have more hidden benefits. They're harder to track, but they're happening: 

-You and your sales team have more successful meetings because you've helped educate your market and get them familiar with you.  

-More people apply to work at your company because you seem pretty cool and "down to earth." And they know what you're about. 

-Your team has a better sense of the company's mission and models your behavior and beliefs, because you're leading by example, in public. 

-Your competition seethes with jealousy because you're evidently much more popular and seem so aggravatingly confident. Yes, harder to track, but it happens, I assure you. 

All of this is possible, and it doesn't require much work. It doesn't even require any special skills beyond those you already possess. You just have to keep showing up and sharing your thoughts. 

Have I oversimplified this? Perhaps a bit. It helps to have guidance on what to say and a clear picture of the results you want. It takes time and can be hard to do alone. 

One of the requirements for being seen as a thought leader on LinkedIn is sharing content that is valuable to your network, and finding a good balance between variety and repetition. Yes, repetition. 

Naturally, it helps to have someone assist you with that. 

Someone who will plot out what to say and then put the finishing touches on your posts after you say it. Someone who aims to PROTECT YOUR TIME but still has you showing up to share your expertise on the regular, so you can realize all of the upside listed above. 

That someone, in case it's not obvious, is me. I'll make this easy for you, and everything we do is in your OWN words. I use AI tools, but not as a proxy for your thought leadership. That will always come from you. 

Ask me how, and let's chat about it. It's easier than you think.

Jordan in front of a Dia de los Muertes mural

Personal branding. What’s it all about? 

In the last three or four sales calls I’ve had with prospects, they've asked about personal branding.

What is a personal brand? 

It’s the way people talk about you when you’re not in the room. It’s what people associate you with. And you can control that. 

You can be known for something simply by showing up and talking about it. For me, it’s representing yourself on LinkedIn. 

If you’re NOT controlling your personal brand, or representing yourself and putting yourself out there on LinkedIn, telling your stories and sharing your thought leadership, you’re missing a trick.

It’s one of the greatest levers for growth, both for you professionally and for your company by association. So if you have questions about that, reach out to me.

Let’s talk about your personal brand and how I can make it easy for you to show up on LinkedIn regularly and build that brand with you.

Learn more, and lets chat: https://lnkd.in/gKaP9SB3

When I "productized" my business, everything changed. 

And it still took me five years to really realize it. I mean, REALLY realize it. 

What do I mean by productized? I only sell one thing. I no longer work as a "consultant" or marketer for hire. 

Only now can I see it: the limiting factor in my company's growth was trying to do too much. 

I always thought my success depended on having an "anchor" client, like a fractional CMO engagement, as a source of income. 

I was wrong. The opposite was true. This year, something very exciting is happening. I'm earning more than ever, and 100% of revenue is from recurring subscriptions to my product. 

And the best part is that the whole thing runs on repeatable systems. 

I owe a special shoutout to Kelly Gibson, whom I refer to as my "Operator." She manages the SOPs for my C-Suite social media service and updates them regularly. I send a short message about something that is ready to be done, and she does it, no questions asked. 

After all, why would she have questions? She helped build the systems we use. 

Have questions about those systems and how we work? Send me a DM or ask in the comments. I'm quite proud of what we've built.

Brace yourselves, everybody…

Tomorrow is “circle back” day already.

Here's a mindfulness exercise for you: 

Take a deep breath whenever you see AI-generated posts and comments in your LinkedIn feed. 

It's like the opposite of a drinking game; it brings you peace of mind instead of making you tipsy. 

Happy Friday!

Jordan in lotus pose while AI comments float by. 

I always promise “no pressure, no hard sell,” on my calls. 

I had a great Friday virtual coffee call with Joan, and she was nice enough to publish this note of thanks! 

Great to meet you Joan 🤝

Just had a great meeting with Jordan Behan - thank you for your insights (and a few secrets)  Always appreciate learning from great people!

GTM for Early Stage SaaS | Co-founder @ Datapad | SaaS Growth Advisor | Reforge | 1x Exit |

I’m a marketer, 2x entrepreneur with 1x exit, and helped companies to go from 0 to 8 figures.

My achievements:

- Built 2 VC backed startups with one exit

- Built a 7 figure productized marketing agency

- Became a mentor in top accelerators such as: 500, Plug and Play, Techstars

- Got to work with the portfolio companies of amazing investors such as A16z, Craft Ventures, YC

- Built a podcast with 20k downloads in a year-figure

- Transformed my body more times than Christian Bale ☺️

John Ozuysal

Apparently, according to someone’s lead list, I’m a high-performing woman.

Here is why:

“We help high-performing women like you.” - This is the email I got

I wonder where they got the list? Or maybe personalization is having a rough day.

Oh well, at least I am "high performing" so thank you for that 🤣

🚨Hiring: House of Growth - AI Led Growth Agency is growing, and we are looking for 2 new roles 🚨

1️⃣ GTM Engineer

We’re looking for a GTM Engineer who will work on:

Internal campaigns for House of Growth on email and LinkedIn to expand our reach. This will be a mix of:

- Signal based plays
- Cold outbound

Important:

 👉 Please reach out only if:

You’re really good with Clay
You’ve run outbound campaigns before
Bonus points if you’ve worked with agencies or done outbound for agencies
This is a hands-on role for someone who enjoys building systems, testing channels, and scaling what works.

2️⃣ Content Marketer (Internal Role)

We’re also hiring a Content Marketer to work on (internal brand, not client work).

You’ll focus on:

Research-driven content
LinkedIn content
Thought leadership pieces

This is not a client-facing role, and you will be doing content only for House of Growth

📩 Interested?

Send me a DM and tell me:
Which role you’re applying for
Why you’re a good fit

Both roles could be PT and FT

Looking forward to meeting sharp builders and thinkers.

Here’s how we helped a B2B SaaS client increase their AI citations by 21% and improve positions by 37% in just one month.

One thing I really like about AI search compared to traditional SEO is speed.

If you play your cards right, results come much faster.

The problem:

This client wasn’t struggling with visibility. Their brand was already well known.
The real issue was how AI systems were describing them.

When we analyzed AI-generated answers about their company, we noticed:

- The positioning didn’t match how they wanted to speak to prospects
- Product details were inaccurate or incomplete
- Most information was pulled from outdated sources (old blog posts, Reddit threads, and G2 reviews)

In short: AI didn’t understand their current product.

What we did:

Step 1: Identify the prompts that matter

We mapped the exact prompts they wanted to “win” in AI search, including:

Product overviews
Integrations
Competitor comparisons
Pricing-related queries

Then we created focused, high-quality content specifically for those prompts.

Step 2: Fix brand confusion with an AI info page

We discovered that AI was confused about their brand, products, and features.
So we created a dedicated AI-friendly information page that clearly explained:
What the company does
Core products and features
Use cases and positioning
This gave AI systems a reliable, up-to-date source to crawl and reference.

Step 3: Clean up outdated third-party information

We found multiple external articles and reviews sharing outdated or incorrect info.

Actions we took:

Reached out to publishers and requested corrections
Identified outdated G2 reviews
Launched G2 review campaigns to reflect the current state of the product

The result (in 30 days)
📈 +35% increase in citation rate
🚀 +21% improvement in AI search positions

Key takeaway:

AI search isn’t just about visibility.
It’s about controlling the narrative.
If AI doesn’t have accurate, up-to-date information about your product, it will fill the gaps with whatever it can find—even if it’s wrong.

And that’s where the opportunity is.

Thank you, Scrunch, for making it easy for us to track this

AEO/GEO is not the same as SEO 

Microsoft confirmed this with the latest playbook they released 👇

Without going into too much technicality below are some of the remarks that got my attention:

"In shorthand, the industry is talking about shifting from SEO to AEO and GEO. At Microsoft, we believe SEO and catalog investments built a foundation to expand upon in LLM-based search"

"The base remains the same: up-to-date product feeds and clear, crawlable, structured content. But retailers and brands must now treat their entire catalog and site architecture as content, ensuring every product detail, benefit, and price signal is machine-readable, up to date, and context-rich"

"Traditional SEO remains essential because AI systems perform real-time web searches frequently throughout the shopping journey, not just at purchase time, and your site must rank well to be discovered, evaluated, and recommended."

"If SEO focused on driving clicks, AEO is focused on driving clarity with enriched, real-time data. GEO helps establish credibility through an authoritative voice. "

"CMOs need to ensure AI correctly understands and elevates,brand differentiators. Growth and performance leaders must adapt to AI-led. Digital and e-commerce leaders should plan new metrics for AI-intermediated journeys. CTOs must make the stack AI-readable and AI-accessible. Data and analytics leaders need strategies for the ‘invisible’ early-funnel research happening inside AI conversations." - CONTENT TEAM SHOULD NOT BE IN SILOS ANYMORE

Microsoft AEO Playbook

If I were a CMO of a B2B SaaS company…”

👇
But you’re not.

And honestly, that’s where most advice falls apart.

Stop telling people how to do things you’ve never actually done.

If you really want to be something, go be it first.

This is no different from people selling courses on how to make $1M
when they’ve never made it themselves.

Experience beats theory.

Execution beats opinion.

Results beat credentials.

If you haven’t walked the path, don’t sell the map.

I recently attended a founder dinner in Dubai, and a few patterns stood out. 

Sharing my observations around GTM:

1️⃣ Investment often feels easier when it is visible.

Merch, events, and branding are tangible and familiar, which makes them easier to justify. Companies are willing to invest in merch and traditional offline events, but not so much in channels such as content, community, ABM, etc.


2️⃣ Demand generation often comes before demand capture.

Many teams are excited to explore PR or paid social early on.

What is sometimes missed is fully capturing existing demand first through intent driven or signal based channels before expanding into broader awareness efforts.

 Both approaches matter. Sequencing changes efficiency.

3️⃣ Acquisition is heavily relied on paid

Many teams start with paid acquisition and end up relying on it almost exclusively.

 As ad costs rise, this naturally creates pressure and stress. Without diversification, there is also uncertainty around what happens if the channel changes or performance drops.


 4️⃣ Product market fit is discussed often. Message market fit less so.

 A lot of energy goes into building the product, followed by scaling acquisition.

What is easy to skip is validating whether the messaging resonates with the intended ICP, especially with cold audiences.

When that validation is missing, channels can look ineffective when the opportunity is really in the narrative.


There is an incredible amount of talent here, and the quality of builders and operators in this ecosystem is genuinely impressive. I am really enjoying the conversations and the openness to share and learn.

If you are around Dubai and open to a coffee and a thoughtful growth conversation, I would love to connect.

🚨 Hiring 2 FT or PT GTME to work with me 1-1

👇

I do hate writing job descriptions, but here's the TL;DR 😀 

You'll work directly with me to build the internal growth engine for House of Growth. We will do some cool stuff together if you are committed

Below is your typical formal JD (boring)

Expectations:

Build and run full outbound and warmbound GTM motions for House of Growth

List building to enrichment to copy that converts to launch to optimization to results

Work one-to-one with John as a GTM operator

Your output is meetings, pipeline, and insights to scale

Monitor deliverability, domain health, warmup and performance

Provide weekly performance reports and tactical recommendations

Route all warm and hot prospects directly to John

What You Need:

Expert level Clay skills

Workflows, enrichments, AI formulas, API integrations, waterfall enrichment, scoring logic and cost efficient data pulls through tools like SimilarWeb, Ahrefs and Adyntel

Strong list-building ability

You understand how to segment by ICP, triggers, signals and verticals

Strong cold email copywriting skills

Data-driven mindset

You understand reply rate, positive reply rate, meeting rate, and how to move each metric

Real GTM experience

This role is not for someone learning Clay or outbound for the first time

Autonomous operator

You can build, launch, and optimize without hand-holding

Application link under comments 👇

Send me your best stuff and we will see

Here is how we increased AI search visibility around buying intent prompts from %26 to %48 in 3 months only👇

1️⃣ Identified the most cited pages and updated them

Before we did updates at scale, we prioritized the most cited pages because we don't want AI to be fed with outdated information

2️⃣ We refreshed all of the decaying content

LLMs strongly favor fresh and accurate content.

We started simple:
• Updated publish dates
• Updated titles and dates inside titles
• Removed outdated stats, features, and claims
• Republished quickly
Then we went deeper:
• Took the main keyword
• Turned it into a prompt
• Searched it in ChatGPT
• Extracted follow-up questions people were asking
• Added those as new H2s and H3s
• Added internal data or external data (stats, quotes etc..)

 3️⃣ Reddit mentions

We identified Reddit threads already influencing AI answers for our target prompts.

What we did:
• Commented with genuinely helpful answers
• Pushed comments to the top
More third-party visibility → more AI citations → faster lift.

4️⃣ We fixed inaccurate AI narratives about the brand

AI was already citing the company, but with wrong information.

So we:

• Identified which URLs influenced AI answers
• Found outdated pricing and features
• Reached out to those publishers
• Corrected the source data

AI search is not just about visibility.

It’s about controlling your narrative.

 5️⃣We rebuilt comparison content for AI consumption

The listicles looked fine visually, but were semantically weak.

Fixes:
• Converted image-based tables into HTML
• Expanded rows to match real buyer comparison questions
• Added future-proof attributes
• Benchmarked tables against what AI already outputs

6️⃣ We improved the structure for humans and models

Across BOFU pages:
• Added TLDR sections right after the intro
• Added Q&A-style supporting articles
• Cleaned internal linking
This improved readability, extraction, and reuse in AI answers.

7️⃣ We optimized entities at scale

For every article:
• Intro
• Outro
• Every important H2
We identified missing and weak entities and reinforced them naturally.
This helps AI understand context, not just keywords. 

8️⃣ Brand mention campaigns 

We used Scrunch to pull all the relevant mentions for us. Our internal tool identified whether those pages are landing pages, reddit thread or listicles etc... 

Then our agent scraped the contact information of authors we want to reach out. After this step, we started a campaign to get mentioned on the listicles. Since we also run the GTME department inside House of Growth - AI Led Growth Agency it wasn't hard to scale outreach campaigns

We also repurposed some of the articles we did as LinkedIn articles - this is a new experiment we are doing after seeing LinkedIn articles starting to be picked up by LLMs. I will report on this when we have more data

The intent data told us they raised a Series A.

What it didn't tell us: where they're actually bleeding cash.

"Recently raised Series A" - yeah, so did 47 other vendors in their inbox.

"Just hired a CMO" - congratulations, you and every other growth agency just sent the same pitch.

We were competing on speed, not relevance.

So we built something different.

Our internal tool doesn't just pull signals. It stacks them.

Series A in last 6 months? Cool. Everyone knows that.

But Series A + running Google Ads + zero organic traffic for their keywords + no competitor comparison pages?

Now we're talking.

That's a company burning cash on paid because their content strategy doesn't exist. That's someone who needs what we actually do.

The tool creates an AI agent that hunts for these signal combinations. The ones we define. The ones that actually matter to our specific service.

Our list went from 2,000 "warm leads" to 47 companies.

But those 47 companies? They actually respond.

Because when you reach out, you're not pitching.

You're diagnosing a problem they didn't realize they had.

We've tried everything. Content. Cold email. Mass outreach. Paid ads.

This signal-based ABM is crushing all of it on ROI. (No random ABM)

Not because the list is bigger.

Because the list is real.

If a company hasn’t invested in AEO, where should they start?

👇

Start by diagnosing the problem.

Before creating any content, figure out whether the issue is visibility, representation (citation control), or both.

Later-stage companies usually already have visibility. The risk is how they’re being represented.

 AI search often pulls from competitor blogs, old Reddit threads, reviews, and third-party posts that don’t reflect the company’s current narrative.

The first step is to identify the URLs influencing AI answers and audit them for accuracy.

In parallel, build earned content quickly so AI systems learn from the company’s own materials, not someone else’s.

Earlier-stage companies typically have a visibility problem and a representation problem.

Start by mapping the prompts you want to win, then identify which URLs currently influence those prompts (often listicles and Reddit threads).

From there, focus on earned visibility by participating in those conversations and getting included where influence already exists.

Once there’s more budget, expand into creating content designed to compete for broader, category-level prompts.

"SEO isn't expensive. Being invisible when your ICP is choosing vendors is

👇

Many start-up founders are hesitant to invest in SEO/AEO as a growth channel.

This is because of the stigma that it takes too much time to see results, and that there is a high upfront cost before results properly compound.

Even though this might be true for competitive niches, not being a part of the conversation when your ICP is making decisions and creating shortlists is going to cost you in the long-term.

SEO as a growth channel has turned from 10 blue links to demand capture and narrative control as a whole.

The demand capture aspect is that you can compete for the #1 recommendation spot in AI search engines while also competing in organic Google.

The narrative control aspect is that, in the long run, you're going to be the go-to option when someone is searching for an alternative to your competitors or a solution like yours.

Being invisible is not expensive, but it can cost you in the long run when your competitors have an established presence while you're still in the situation of putting money into getting money out with paid ads, conferences, etc.

Below is an excellent case study of one of the companies we work with, Warmly, which invested in SEO and AEO early and is now seeing it as one of its most efficient channels from an ROI perspective.

The ROI comes from them appearing for their main category keywords when people search for them, and also from the fact that Warmly is also in the recommendation options for most of their direct competitors.

Sharing the image below from maximus greenwald post

If you’re a B2B SaaS company, there’s one thing you can do that will improve your visibility in AI search and increase conversions from paid ads

That move is building category landing pages mapped to specific ICPs and use cases.

Most SaaS companies stop at a single category page.

Project management software. CRM. Analytics platform.

That’s no longer enough.

Instead, break the category down by context.

For example, instead of one generic project management software page, create pages like:

 Project management software for real estate
 Project management software for finance
 Project management software for education

Now you are not just targeting a category keyword.

You are mapping that category to a clear buyer and use case.

You can take this one step further.

Beyond industry pages, create pages based on how the product is actually used:

 Project management software for offline teams
 Project management software for managing client projects
 Project management software for cross-functional collaboration

This helps in two ways.

First, for AI search and AEO.

These pages send clear signals about where your product fits. Long-tail, intent-driven pages are much easier for LLMs to surface than a generic homepage.

Second, for paid ads and conversion.

If you are bidding on these keywords but sending traffic to a generalized page, you are leaking revenue.

When someone clicks an ad and lands on a page that exactly matches their intent, friction drops and conversion improves.

Right now, we are testing this ourselves at House of Growth - AEO Agency

 We are building dedicated landing pages for each ICP and use case.
 We are also testing the same strategy using list-style content.

The goal is to see which format drives better AI search visibility and stronger conversion.

One thing is already clear.

If you are paying for traffic and not mapping it to specific ICP pages, you are not just missing the AEO upside.

You are leaving money on the table.

Everyone is obsessing over being visible in AI search.

But that’s only half the battle.

The real question is:

 👉 Is AI representing your product the way you would in a sales call?
Here’s the uncomfortable truth.

 AI doesn’t invent opinions out of thin air.

 It summarizes what already exists on the internet.

So if the internet has outdated, incomplete, or flat-out wrong information about you,

AI will confidently repeat it.

What I’d do instead 👇

1️⃣ Take 20 to 30 high-intent prompts you care about
 (for example “best X software,” “X alternatives,” “tools for Y teams”).
2️⃣ Run those prompts through an AI search analysis tool.
3️⃣ Look at which domains influence the answers.

Most of the time, it’s:

“Alternatives to” blog posts

Category listicles

Third-party reviews written one to three years ago

4️⃣ Ask one simple question:

 Are we mentioned there, and is the information accurate?

What you’ll usually find:

Old positioning
Wrong ICP
Outdated pricing
Missing features you launched years ago

“Competitor alternative” posts that no longer reflect reality

This is where the real work starts.

You have to:

Reach out to those publishers
Point out factual inaccuracies
Provide updated, verifiable information

Make sure AI isn’t selling the wrong version of your product on your behalf.

Because if AI is your new first sales touchpoint, you want it telling your story, not a 2022 version of it.

Why you don’t show up in AI search?

Here’s the simplest answer:

You have no content.

And nobody knows, mentions, or talks about your brand.

That’s it.

AI systems don’t “discover” brands magically.

They reflect what already exists on the internet.

Once you accept this, everything else makes sense.

Only then do details start to matter:

Entity optimization
Query fan-outs
Topical authority etc..

Is AI search describing the product you sell today, or the one you sold two years ago?

Most Series A SaaS teams think:

“Great, AI already knows about us.” - but this is just the beginning of the battle 

You can show up in AI answers all day long, but if that information is coming from competitors, outdated blog posts, or inaccurate third-party sources, you’re still losing.

So how do you fix it?

1️⃣ Own the narrative

Start by writing about:
Your product (clearly and repeatedly)
Your positioning vs. competitors
The exact questions buyers ask AI today

Host this content on your blog so AI has fresh, authoritative sources to pull from.

2️⃣ Fix the ecosystem

Next, audit where AI is getting information about your product:

Old reviews
Comparison articles
Blog posts from 2022–2023
Third-party publishers with outdated takes

Then reach out and say:

“This information about our product is no longer accurate. Here’s what we do today.”

This is exactly what we’re doing right now for a Series B SaaS company:

They already have AI visibility

But AI is describing a 2023 version of their product

So we’re publishing updated owned content and correcting misinformation across third-party sources

Winning is not just about visibility, it's also about controlling the narrative

Sometimes I take sales calls even when I know the person is not qualified.

Before you think that’s dumb, let me explain.

I don’t do this all the time.

I only do it when I have spare time and when I genuinely believe I can add value.

Why?

Because I’ve been in their shoes.

Ten years ago, I didn’t know anything about SaaS marketing or marketing in general. I just wanted to talk to people, learn, and get guidance. But the response was often:

“You can’t talk to me unless you can afford it.”

And I couldn’t.

I remember how bad that felt.

Even worse, I remember being sold services I didn’t need by people who just wanted to close a deal. I spent money I couldn’t afford, followed advice that wasn’t right for my stage, and it set me back.

That experience stayed with me.

So today, when someone books a call and I know my service isn’t right for them, I sometimes still take the call.

Not to sell.

But to tell them not to buy.

This happens more often than you’d think.

People want to work with me because they like my content or profile, and I tell them:

“You don’t need us.
 You don’t need any agency at this stage.
 You need to do something different.”

Could I take their money? Yes.
 Do I need to? No.

I’m fortunate. My businesses are doing well. I have healthy cash flow. I don’t need a few thousand dollars from someone if I know it won’t help them.
Instead, I spend 20 to 30 minutes guiding them in the right direction.

I don’t make money from that call.

But I gain trust.

And very often, that call becomes the start of a real relationship.

Years later, I’ve had people come back and say:

“You helped me when you didn’t have to.
 We just raised 50M and now I want to work with you.”

Not everything is transactional.

It’s easier to say this when you’re in a comfortable position, but still:

Don’t be a predator.

Don’t sell to people who don’t understand marketing just to make quick money.

They’ll churn.

And they’ll remember you for the wrong reasons.

Play the long game.

ChatGPT ads are coming. Paid search just entered the chat.

Ads are reportedly coming to ChatGPT’s free tier and $ 8-per-month tier, appearing as sponsored placements at the bottom of search results.

Testing is expected to start in the US as early as next week.

What’s most interesting to me isn’t the ads themselves, but the shift in perception:

How will users interpret AI responses when ads are present?

Where does trust begin and end when answers and ads live in the same interface?

Does this blur the line between assistance and influence?

At House of Growth - AI Led Growth Agency, we’re already thinking about how brands can leverage GEM to capture full demand inside ChatGPT before this becomes as competitive and expensive as Google Search.

Really curious to see how this reshapes organic search as we know it.

👉 Link to the announcement in the comments.

You don’t find message–market fit from 30 days of LinkedIn posts

Some people are claiming you can find message–market fit by posting on 

LinkedIn for 30 days and running a few events.

I strongly disagree.

Here’s why 👇

First, you don’t control distribution on LinkedIn.

You don’t choose who sees your message. That alone makes it a weak environment for validating whether a specific market resonates with a specific message.

Second, likes are not validation.

Getting 20–25 likes on a post doesn’t mean people resonate with the problem you’re solving—let alone the product you’re selling. Engagement ≠ intent.

Message–market fit requires scale and signal, not vanity metrics.

This is why I prefer email for message testing:

I control who receives the message

I can test fast
I can test at scale
I typically send a message to 1,000 targeted contacts.

 If there’s a strong response there, then we might be onto message–market fit.
There’s also a bias problem people don’t talk about.

When you validate ideas on LinkedIn—especially with a warm audience—people want to be polite.

 They know you. They don’t want to shut you down. So they say, “Yeah, this is interesting,” even when they wouldn’t buy.

A cold reply from someone who doesn’t know you?
That signal matters far more.

So yes—post on LinkedIn. Build authority. Start conversations.
 
Just don’t confuse content engagement with message–market fit.
They are not the same thing.

If you are a B2B SaaS company and you are still using clicks as your primary search KPI, you are measuring the wrong thing.

That approach is old school, and search has moved on.

Search today, especially in the AI era, is less about clicks and more about visibility and influence.

Here is how we think about it in the House of Growth - AEO Agency

1️⃣ Visibility on high intent prompts

We start by identifying the bottom of the funnel, high-intent prompts. These are the prompts that actually matter for revenue.

For each prompt, we track a simple but powerful signal.

Is our brand mentioned, yes or no?

If you are not visible when buyers are actively evaluating solutions, clicks do not matter anyway.

2️⃣ Position in the response

Not all visibility is created equal.
The next question is whether we are mentioned at the top, in the middle, or at the bottom of the answer.
Being listed first dramatically increases exposure. This is very similar to ranking first in a top tools listicle, where the brands at the top receive the most attention.

3️⃣ Citations and narrative control

This is the most overlooked metric.

We track whether AI is citing our content when mentioning us, or whether the narrative is coming from third party sources like G2 reviews, old Reddit threads, or competitor blogs.

Citations matter because they determine who feeds AI the source of truth about your brand.

You do not want a situation where you have visibility, but the story about your product is written by everyone except you.

The takeaway

Modern search KPIs for B2B SaaS are no longer about traffic volume.
They are about being present in the right prompts, being visible at the top of answers, and being the primary source that AI trusts for information about your brand.

Clicks are a lagging indicator.

Visibility is how demand is captured today.

I watched a client waste $40K on content that didn't move the needle.

Their brand was everywhere in AI search.

Just not in the way they wanted.

Here's what I learned:

Most companies treat AEO like SEO.

They start creating content immediately.

Big mistake.

Remember when SEOs used to just start cranking out blog posts without doing a content audit first?

Without understanding what was already ranking?

Without diagnosing whether the client had a visibility problem or a quality problem?

We're watching the exact same thing happen in AEO right now.

I had a client come to me last month. Series B

But when I searched for them in ChatGPT, every citation was from a competitor's comparison blog.

Or a Reddit thread from 2022 where someone complained about a bug that was fixed 18 months ago.

They had visibility. They just didn't control the narrative.

And their first instinct? Create more content.

We didn't write a single new piece of content for 3 weeks.

Instead, we audited every URL influencing their AI citations.

Then we got their actual story into the earned sources where AI systems were already pulling from.

The fix wasn't more content. It was a better representation in existing conversations.

Don't just blindly create content; understand where you are today before taking a move

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