How does a global consumer goods company get ahead on what AI says about it?

In this episode of The Growth Leaders Series, Charlie Marchant sits down with Jonas Gödde, Head of Digital & AI Communication at Beiersdorf, the parent company of brands including NIVEA and Eucerin.

Beiersdorf was recently ranked second out of all DAX 40 companies in FTI Consulting’s AI Reputation Monitor. Jonas shares how the team got there: starting before the plan was perfect, treating the project like SEO, and updating around 150 pages of the corporate website.

He explains why trust is the main KPI for his team, why he sees AI as a new stakeholder in its own right, and how to write content that works for AI without patronising the humans reading it.

Jonas also talks through the practical side of a project like this in a large organisation: securing time from topic experts across sustainability, products, and financial performance, keeping content consistent, and using guidelines to upskill the team.

A quick disclosure: Exposure Ninja has worked with Beiersdorf as their AI Search partner for part of this story.

Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-jonas-godde/

Follow Jonas on LinkedIn:

https://www.linkedin.com/in/jonas-goedde/

Listen To These Episodes Next:

The Content Engineering Playbook: Growth Lessons from AirOps’ Josh Spilker: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/

McKinsey’s Thought Leadership Playbook: Lessons From Daphne Luchtenberg: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/

Book a consultation call 👉

⁠https://exposureninja.com/

Your Direct channel in GA4 has probably been growing for two years, and people typing in your URL isn't the whole story.

It's where your dark traffic lands:  the demand that your business is creating that isn't easily attributed to where it actually came from.

In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:

• What dark traffic actually is, and why AI Search and dark social both end up in your Direct bucket

• How ChatGPT and other AI assistants influence buyers without a click, a session, or a referral

• The real business risk: marketing budgets follow measurement, so your highest-intent channels get underfunded

• Four ways to measure what GA4 can't: self-reported attribution, branded search and direct traffic as proxies, AI visibility tracking, and correlating spikes with activity

The brands that win will be the ones making confident budget decisions with imperfect data, rather than waiting for perfect attribution.

Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/

Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:

https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/

Get the show notes: https://exposureninja.com/podcast/dark-traffic/

Listen to this episode next:

https://exposureninja.com/podcast/ai-attribution-gap/

AI agents are now reading your website to complete tasks for your customers, and most content isn't built for them.

In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:

- What agent-ready content is, and why it should serve humans and AI agents at the same time

- How to build a "cityscape" of content: landmark topic pillars surrounded by clusters that mirror AI query fan-out

- Where to find the follow-up questions your customers actually ask, from People Also Ask data to your own sales calls

- Why AI agents that have to infer information will either guess or skip your brand entirely

- The decision layer and action layer every important page needs

- Why "Contact us" is too vague for agents, and what to use instead

- Why brand size doesn't guarantee AI visibility, with Wise earning 12.8x more AI traffic than Revolut and Starling 4.8x more than Monzo

Smaller brands are already outperforming market leaders in AI Search by publishing deeper, clearer, question-led content. The longer you leave it, the more expensive it becomes to catch up.

Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/

Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:

https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/

Get the show notes: https://exposureninja.com/podcast/ai-agent-ready-content/

Listen to these episodes next:

Win AI Search Visibility With Distinctive Thought Leadership Content: https://exposureninja.com/podcast/thought-leadership-content/

Viral Sunscreen Shows The Future Customer Search Journey: https://exposureninja.com/podcast/customer-search-journey/

The buyer journey you've been designing for doesn't exist anymore.

For 20 years, the model was simple: drive traffic (paid or organic) to your website, and that's where people learn about you and decide to buy. But with ChatGPT, Gemini, Perplexity, and Google's AI Overviews now doing the research for your buyers, that assumption is breaking down. In fact, one senior marketer at a global consumer brand recently asked us: "Should we even have a website?"

In this video, I show you exactly how the buyer journey has shifted, using real B2B and B2C examples, and walk through how to use Semrush One (today's sponsor) to measure your brand's AI visibility, find your gaps, and start closing them.

You'll discover:

• Why 73% of B2B buyers now use tools like ChatGPT and Perplexity during their research, and what that means for a real mortgage insurance buying journey

• How a simple B2C purchase (sunscreen) went from question to Amazon checkout in five minutes, without the winning brand's website playing any part in the research

• Why only 22% of marketers currently track their AI visibility and traffic, despite this being some of the highest-intent traffic available

• How to read an AI Visibility Overview: mentions, citations, and cited pages, and what it means if your numbers are flat while the market grows

• How to use Topics and Sources (and their competitor equivalents) to build a content and digital PR target list based on where you're actually losing visibility

• How Brand Performance surfaces what AI tools are saying about you, including the specific business drivers helping or hurting your sentiment

• How we used this exact approach to take Value Capital Funding from 50 to almost 400 leads a month

Whether you're just starting to think about AI Search Optimisation or already have a strategy and want to sharpen it, this is a practical, tool-led walkthrough you can apply straight away.

Read the full report here: https://exposureninja.com/blog/ai-search-buyer-journey/

"Is this AI Search visibility thing even relevant for B2B?"

That's the question our CEO, Charlie Marchant, got asked by the audience at eCommerce Scotland. It's a fair one, too, because most AI Search examples you see are consumer-focused. If you're selling components or software to other businesses, how much does ChatGPT really matter to your buyer journey?

The answer is: a huge amount, and the data backs it up. But B2B buyers use AI differently to consumers, which means your approach to AI Search Optimisation (also known as Generative Engine Optimisation or AI SEO) needs to be different too.

Tim Cameron-Kitchen covers:

• Why B2B buyers are turning to AI throughout the purchase journey, including data from Forrester and G2 showing just how far this shift has gone

• How to benchmark exactly where your brand stands in AI tools like ChatGPT, Google AI Overviews, Gemini and Perplexity, and how you compare to your competitors

• How to read AI sentiment data to see what these tools are actually saying about your brand, and whether they're pushing the right messages

• How to map what your buying committee is asking AI, and how to identify the content gaps that are costing you visibility

• Why niche, lower-volume B2B topics can still be some of the most valuable ones to target in AI search

• Why digital PR now has a second job: getting your brand mentioned on the third-party sites that AI tools cite in their answers

• How to track the commercial impact of your AI search visibility, including getting your sales team to ask "where did you find us?"

Want a prioritised action plan for your own AI and organic search visibility? Our team can carry out a full paid audit across every platform, your sentiment, and your topic and prompt visibility. Request one at https://exposureninja.com/audit

Read the full show notes:

https://exposureninja.com/podcast/ai-search-optimisation-for-b2b/

Try Semrush One 👉 https://exposureninja.com/semrushone

Value Capital Funding came to Exposure Ninja almost entirely reliant on PPC for their leads. Competition was brutal, and costs were climbing.

Twelve months later, they rank in the top five for over 180 keywords, they're generating leads from ChatGPT and Perplexity, and their organic leads have grown 7.4x.

Tim Cameron-Kitchen breaks down the three-step Exposure Ninja playbook behind that shift, using the real client work as the example:

• Rebuild the website around conversion. Customer research showed prospects were searching the symptoms of their problem, not the solution, and that shame was blocking them from acting. Reframing the site around that took conversions from 53 a month to 393, a 640% increase.

• Get the SEO foundations right. Technical audit, structured data, an optimised Google Business Profile, and 268 overlapping blog posts consolidated into four content pillars. Organic sessions doubled, blog conversions rose 10x, and total traffic increased 4.7x.

• Build visibility in AI search. Competitor benchmarking, content built for long tail conversational queries, FAQs across key pages, and mentions on the sites AI tools actually cite. ChatGPT sessions rose 231%, conversions from that traffic rose 1600%, and Perplexity became a lead source for the first time.

Read the full case study: https://exposureninja.com/our-work/value-capital-funding/

Get the full show notes: https://exposureninja.com/podcast/value-capital-funding-strategy/

If you’re looking to get in-depth customer, competitor, and positioning insights, check out our Brand and Positioning Accelerator https://exposureninja.com/services/branding/brand-accelerator/

Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/

Not all leads are worth the same.

The problem is that most websites and marketing inadvertently appeal more to the low-value leads than the high-value ones.

In this video, Tim Cameron-Kitchen breaks down the four steps to attract higher-quality leads through your website and digital marketing, using real examples from businesses we work with:

• Attract the right traffic. High commercial intent keywords, paid search done properly, audience-specific landing pages, and AI search visibility.

• Make your ideal customer recognise themselves. If your perfect customer can't see themselves on your website, they won't believe it's for them.

• Build trust. High value buyers research before they enquire, so your proof needs to answer their objections before they contact you.

• Qualify leads before they reach you. Match your calls to action to buying intent, and use staged forms to protect your sales team's time.

Book a consultation call for a live review of your website and marketing 👉 https://exposureninja.com/review/

https://exposureninja.com/podcast/how-to-generate-high-quality-leads/

https://exposureninja.com/podcast/turn-ai-mentions-into-leads/

Distinctive thought leadership is the strongest play for AI Search visibility, because AI platforms have no reason to cite content that simply repeats what everyone else has already published.

In this executive briefing, Charlie Marchant (CEO of Exposure Ninja) covers:

• Why the flood of AI-created content makes distinctiveness the deciding factor in AI Search visibility

• The McKinsey filter for thought leadership: be different, or go neater and deeper

• How original data, first-hand experience and case studies earn AI citations

• Why personalised AI answers mean there are many search journeys to win, not one

The takeaway for marketing leaders: stop competing on volume and start building content distinctive enough to be the best answer for the specific journeys your customers take.

Future-proof your brand with our AI Search Audit 👉 https://exposureninja.com/services/ai-search-optimisation/ai-search-strategy/

Subscribe to Charlie Explains AI Search on LinkedIn for the latest updates in AI Search Optimisation:

https://www.linkedin.com/in/charliemarchant/recent-activity/newsletter/

Get the show notes:

https://exposureninja.com/podcast/thought-leadership-content/

Listen to this episode next:

The AI Visibility Pyramid: A Framework for Showing Up in ChatGPT

https://exposureninja.com/podcast/ai-visibility-pyramid/