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The Ross Simmonds Show

Ross Simmonds

Welcome to The Ross Simmonds Show. A show exploring the different sides of entrepreneurship, how Ross is growing his global marketing agency, building software, raising a family, and attempting to do so much more. On this show, Ross explores what goes into executing with excellence, embracing innovation, marketing at a high level and doing it all with intent of the playing the long game.

This show is a proud member of the HubSpot Podcast Network.

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Monday · 51 min
RSS 78: 100 Content Marketing Tips You Can Steal Today
Tired of creating content that goes nowhere? This episode is your ultimate playbook, packed with over 100 actionable content marketing tips you can implement today. From developing a solid strategy and using AI tools to mastering distribution and SEO, get ready to steal the tactics that will amplify your reach and drive real results. Key Takeaways and Insights: 1. The Foundation of Success: Strategy First - Start with a clear content marketing strategy that outlines your goals, audience, and distribution plans. - Revisit and adjust your strategy quarterly to adapt to market changes and organizational goals. - Avoid the "create, create, create" cycle by pausing to reflect on why you're creating content. 2. Your Marketing Co-Pilot: AI - Use AI tools like Phrase and Content Shake for in-depth SERP analysis and content optimization. - Accelerate content creation and distribution with platforms like Jasper and distribution.ai. - Create interactive assets like calculators in minutes and even generate user-generated content (UGC) with AI. 3. Creating Remarkable Content - In an AI-driven world, focus on quality over quantity to stand out. - Create "unscalable" content so valuable that people feel compelled to share it. - Incorporate storytelling to make your message more memorable and connect with your audience on an emotional level. - Use video as the "final frontier" of authentic content that's difficult for AI to replicate perfectly. 4. Optimizing for Discovery: SEO & Search - Understand that SEO is not dead; it's the foundation for generative engine optimization (GEO). - Build authority by creating pillar content and topic clusters that demonstrate deep expertise. - Embrace "double E-A-T" (Experience, Expertise, Authority, Trustworthiness) by sharing your unique experiences. - Create data-driven research pieces to earn high-quality backlinks and brand mentions. 5. Create Once, Distribute Forever - Implement a content repurposing strategy to get maximum value from your existing high-performing assets. - Identify where your audience spends their time and be active on those specific social channels. - Develop a formal content distribution plan that goes beyond simply posting on your main social accounts. 6. Building a Community - Build and own your audience with an email newsletter; it's an asset you control. - Engage with your audience by responding to comments and participating in conversations. - Feature user-generated content and success stories to build social proof and community. - Create content for every stage of the buyer's journey: awareness, consideration, and decision. Resources & Tools: 🔗 Distribution.ai — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
November 3 · 31 min
RSS 77: From SEO to GEO: How to Win Visibility in the New Age of AI Search
Search is changing fast. Your clients now ask ChatGPT and other AI platforms who they should hire, and they get a direct answer instead of a page of links. In this episode, I walk through the shift from Search Engine Optimization (SEO) to Generative Engine Optimization (GEO) and share what I’d do if I were running visibility for a professional services firm today: get found by clients, attract better talent, and show up when AI is the one answering. Key Takeaways and Insights: 1. The Fundamental Shift in Search - Tools like ChatGPT turned search into a conversation. You ask a question and get an answer right away. - Few consumers pay for AI, but businesses are adopting it quickly because it saves time and improves profitability. - Your clients are already using AI to make business decisions, so you need to be part of those answers. 2. Understanding the New Buyer’s Journey - Clients still discover you through search, and now they also use AI to evaluate you. - They upload your proposal, your website content, and your competitors’ information into an LLM and ask which firm to pick. - These models read everything you have online, from your website to your LinkedIn profile. 3. Introducing Generative Engine Optimization (GEO) - GEO is the practice of optimizing your content and online presence for AI platforms like Claude, Perplexity, and Gemini as well as Google. - Traditional SEO is still the foundation. GEO builds on it with video, reviews, and content made for specific platforms. - The signals that shape AI recommendations differ from classic SEO factors, so being present in more than one channel matters more than ever. 4. Actionable GEO Strategies for Your Firm - Build a landing page for each type of client you serve, such as “accounting for marketing agencies” or “services for law firms.” - Make your authority signals easy to find: awards, case studies, major clients, community involvement, and positive reviews. - LLMs use this specific content to match your firm to the right prompts, so each buyer sees a result tailored to them. 5. Winning the Talent War with Employer Branding - Candidates use the same AI tools to research employers before they apply. Say plainly on your website what your culture, values, mission, and vision are. - Share behind-the-scenes content, team events, and stories that show what it’s like to work at your firm. 6. Common Mistakes to Avoid - Don’t check your firm’s AI ranking while logged into your personal account. The LLM knows who you are and will give you a flattering, skewed answer. - Don’t paste content straight out of ChatGPT onto your blog. Add your own expertise, perspective, and voice. Resources & Tools: 🔗 Distribution.ai 🔗 The Accountant's Flight Plan Podcast — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
October 26 · 35 min
RSS 76: The T.R.U.S.T. Framework: Scott Baradell on How to Build Lasting Brand Credibility in the AI Era
How do you build a brand that buyers trust when they’re surrounded by online noise? Scott Baradell, a trust expert, defines PR as securing trust at scale and walks through his framework for building a constellation of “trust signals.” This matters for us because buyers now check what AI tells them against other sources before they commit, and the brands that show up consistently across those sources win the deal. Key Takeaways and Insights: 1. Redefining PR for the Modern Era - PR now means securing trust at scale, which goes well past media coverage. - The goal is to scale what your best salesperson already does: earn the trust of the person across the table. - That moves PR out of the tactical column and makes it a core strategic function. 2. Navigating the “Post-Truth” World - Scott argues we’re in a “trust displacement,” not a trust deficit. People haven’t stopped trusting; they’ve moved to new, fragmented sources of authority. - You have to know your audience well enough to know which sources they believe. - The play is a “constellation of trust breadcrumbs” spread across platforms, so wherever a buyer looks, they find proof. 3. The T.R.U.S.T. Signals Framework - Reputation Management: Stay on top of reviews and online sentiment before they get away from you. - User Experience: Your website stands in for your business. A clunky site tells buyers the customer experience will be clunky too. - Search Presence: Strong Google rankings and visibility in AI answers work as endorsements. - Thought Leadership: Share useful, non-sales information and you build rapport before the first call. 4. Building Trust in the Age of AI - Plenty of buyers start with ChatGPT or a similar tool, but most still look for outside validation before they buy. - Brands shape what AI says by earning placements on the sources models cite most, such as top-tier media and review sites. - Scott expects personalized AI companions to come next, advising people based on preferences and values they’ve learned over time. Resources & Tools: 🔗 Trust Signals by Scott Baradell - https://book.trustsignals.com/ 🔗 Idea Grove - https://www.ideagrove.com/ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Scott — ╰ Twitter / X: @DallasInbound ╰ LinkedIn: linkedin.com/in/baradell/
October 19 · 24 min
RSS 75: Become Unblockable: The Mindset That Makes You Invaluable
Every team has someone you call when a project starts going sideways. I call that person unblockable. They find a way forward while everyone else is still waiting on someone. In this episode I break down what unblockable people actually do and how I spot them when I’m hiring. Key Takeaways and Insights: 1. What I Mean by “Unblockable” - Unblockable people go looking for the answer instead of waiting for someone to hand it to them. - When they hit an obstacle, they treat it as a chance to show what they can do. - It’s the trait I value most in anyone on my team, and you’ll almost never see it on a resume. 2. Case Study: How Airbnb Refused to Quit - Airbnb’s founders were getting turned down by investors and racking up debt. - So they designed custom cereal boxes, sold them, and raised $30,000 to keep the company alive. - That hustle is what eventually won investors over. A founder who finds a way beats a polished pitch. 3. What This Looks Like in Marketing - If a white paper is underperforming, I’d rather see a marketer take the story to Reddit, where the audience already is, than keep pushing the same asset. - Stuck waiting on a client approval? Go get it. Sometimes that means showing up at the client’s office. - When a competitor is closing in, good enough won’t cut it. Unblockable people push the work further without being told to. 4. How I Spot Unblockable People When Hiring - The candidates who stand out send a Loom with their own insights instead of a list of questions. - They ship things nobody asked for. They build a tool or put something useful together before anyone prompts them. - They test ideas on their own platforms first, so by the time they bring it to the team or a client, they already have proof. 5 Traps That Block Progress (And How to Avoid Them) - The Permission Trap: Stop waiting on a yes that might never come. Give yourself and your team room to act. - The Attribution Trap: Some of the most valuable marketing won’t show ROI right away. Play the long game anyway. - The Expert Trap: A title doesn’t make someone right. If a VP’s experience is out of date and you believe in the idea, fight for it. - The Algorithm Trap: Platforms will change. Keep distributing your story. - The Room Trap: Your background doesn’t decide whether you belong. Effort is what gets you in the door. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
October 12 · 18 min
RSS 74: The Transformative Power of Events in Your Career
The internet is flooded with AI-generated content right now, and that makes real human connection worth more than ever. In this episode of The Ross Simmonds Show, I break down the value I’ve seen from showing up at in-person events and how strategic networking and learning have shaped my own career. I share how I approach getting ROI from a conference and why the payoff from those rooms keeps showing up for years afterward. Key Takeaways and Insights: 1. The Unseen ROI of Conferences - I treat events as a long-term investment in my career, my relationships, and the growth of the business. - Some of the biggest opportunities I’ve had came years after the first conversation. - If you want to get luckier in business, put yourself in more rooms where genuine connection can happen. 2. Building Your Network from Scratch - When I started out with no industry connections, online forums and social media chats were how I built my network. - Standing out online is much harder today because feeds are full of low-value AI comments, what I call “LLM copypasta.” - The way to cut through is to bring your own experience and point of view into every online interaction. 3. The Power of In-Person Connection - In-person events get you out of the digital noise and into real, unfiltered conversations. - Talking face to face about challenges, goals, and ideas builds relationships people actually remember. - I’ve found the trust you build in person is something you can’t replicate over a screen. 4. How Events Reshape Your Thinking - Every good conference I attend gives me new mental models for solving problems. - Hearing how other experts think changes the way I approach challenges in my own work. - I walk out with faster, sharper solutions than I had when I walked in. 5. What Separates Great Events from Bad Ones - The worst events I’ve been to lean on big-name “celebrity” speakers who give generic platitudes and nothing you can use. - The best ones mix inspiring keynotes with practitioners who are in the trenches doing the work every day. - I look for events that build in both structured and unstructured time to network. 6. The Ultimate Event Strategy: Add Value - My number one goal at any event is to add as much value as I can to every interaction. - If I’m speaking, I want to deliver an exceptional presentation. If I’m attending, I’m looking for ways to help people with their problems. - I want people to leave remembering me as someone who brought good energy and useful advice. Resources & Tools: 🔗 Foundation’s Citation Conference - https://citationconference.com/ 🔗 ExitFive’s DRIVE 2027 - https://exitfive.com/drive-2027/ 🔗 HubSpot’s UNBOUND 2027 - https://unbound.hubspot.com/ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
October 5 · 1 hr 3 min
RSS 73: Beyond Traffic: Gaetano DiNardi on The B2B Marketer’s Guide to a Winning Search Strategy
Most of the SEO playbooks teams still run are out of date. In this episode I sat down with Gaetano DiNardi to talk through the ones that drive real revenue, from winning bottom-of-funnel demand to getting recommended through Answer Engine Optimization (AEO). We got into how to build a marketing engine that captures high-intent buyers and holds up when your category gets crowded. Key Takeaways and Insights: 1. Career Foundations & Mindset - What the music industry taught Gaetano about patience and rejection, and how that shaped the way he finds an audience.- Why he believes in "eating mud" and starting at the bottom to build a career that lasts.- How he got his foot in the door by taking initiative and learning from the people he looked up to in the industry. 2. Proven B2B Growth Playbooks - The Sales Hacker strategy: grow your owned list and lean on expert-led content.- The Nextiva demand capture model: how they took over SERPs with affiliates, paid ads, and organic listings working together.- Why you have to know your "surface area" and map user intent so you stop publishing content that overlaps and goes nowhere. 3. The Shift to AEO & Modern Search - Gaetano's take on the "ludicrous" area code strategy and why he thinks Reddit gets overhyped for niche B2B.- How SEO and AEO differ: ranking still matters, and now you also need the AI to recommend you.- How challenger brands can use "surround sound" marketing to compete with enterprise players who win on brand alone. 4. The Future of Marketing & AI - Programmatic SEO: it works when your data isn't a commodity, and it's a real penalty risk when it is.- Why so many AEO problems turn out to be positioning problems, and why solving them takes more than one team.- How AI has changed the daily workflow and given marketers time back for the strategic work that moves the needle. Resources & Tools: 🔗 Marketing Advice - https://marketingadvice.substack.com/ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Gaetano — ╰ Twitter / X: @gaetano_nyc ╰ LinkedIn: linkedin.com/in/officialg/
September 28 · 48 min
RSS 72: Revenue Systems That Scale: Doug Davidoff on Building Predictable Growth
In this episode of The Ross Simmonds Show, I sit down with Doug Davidoff to break down how high-growth companies build predictable revenue systems through better decisions and disciplined execution. If you want a more strategic approach to RevOps, sales leadership, go-to-market strategy, and AI in sales, this conversation gives you a practical framework you can apply in the next 90 days. Key Takeaways and Insights: 1. Why "sounds good" advice stalls growth - Doug explains why advice that feels exciting but lacks market validation often leads teams in the wrong direction. - Real growth comes from testing ideas in the market, learning from customer behavior, and adjusting based on actual feedback. - The fastest-growing companies don't assume certainty. They build around experimentation. 2. The revenue acceleration framework in action - Doug shares the core principle of hypothesis-driven growth: make a decision, test it, measure the result, and refine. - He makes the case that the companies that learn the fastest often build the most sustainable competitive advantage. - A strong revenue system is built through continuous feedback loops between strategy and execution. 3. The three zones of execution - Zone 1 focuses on the next 90 days and the day-to-day performance required to run the business. - Zone 2, the enablement zone, is where companies operationalize change and prepare for future growth. - Zone 3 is the transformation zone, where leaders define the long-term vision and direction of the company. - Doug explains that most teams have plenty of ambition. Where they struggle is skipping the structure that connects today's work to tomorrow's outcomes. 4. Process, discipline, and predictable growth - Successful organizations rely on routines and review cycles to drive results instead of counting on heroic effort. - Doug highlights the importance of focusing on inputs alongside outputs to create more predictable sales and revenue performance. - He pushes leaders to cut the noise and focus on the two or three initiatives that matter most. 5. AI, sales systems, and staying strategic - Doug shares a balanced perspective on AI in revenue operations, arguing that most companies are still in the early stages. - AI can accelerate execution, but only when the underlying process and data are already clear. - The real advantage comes from using AI to support better thinking. 6. Lessons from sports for sales and leadership - Drawing from his experience coaching college baseball, Doug explains how process drives performance in both sports and business. - Just like hitters need a repeatable swing path, sales teams need a repeatable path that increases the probability of success. - Great leaders stay focused on fundamentals and steady improvement over time. Resources & Tools: 🔗 LiftEnablement.com - https://www.liftenablement.com/ 🔗 The RevOps Show - https://www.liftenablement.com/podcasts/revops-show — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Doug — ╰ LinkedIn: linkedin.com/in/doug-davidoff-76396b1/
September 21 · 53 min
RSS 71: How to Become Unignorable: Katelyn Bourgoin on Owning One Idea and Building a Brand People Remember
In this episode of The Ross Simmonds Show, I sit down with Katelyn Bourgoin to unpack what it really takes to become unignorable in today's crowded content landscape. We explore how marketers, creators, consultants, and founders can own an idea, build compound authority, and turn strategic content distribution into long-term brand equity. Key Takeaways and Insights: 1. What It Means to Be UNIGNORABLE - Katelyn explains why great content alone is no longer enough in a saturated market. - The real advantage comes from owning a clear, memorable idea in the minds of your audience. - We break down how repetition, positioning, and trust help brands stand out over time. 2. How to Own an Idea in Your Market - The conversation highlights examples like Cody Sanchez, James Clear, Simon Sinek, and Seth Godin to show how ownable ideas spread. - Katelyn shares the difference between catchy language and the deeper argument underneath it. - Learn why the strongest personal brands are built on revelatory ideas that change how people think. 3. A Practical Framework for Thought Leadership - Katelyn outlines a five-part framework for shaping an ownable idea: aspiration, problem, lens, revelation, and directive. - She emphasizes aligning your message with what your buyers need to hear, not just what you want to say. - This section is especially useful for digital marketers and business owners looking for a repeatable content strategy. 4. AI, Content Creation, and Better Judgment - AI can speed up drafting and ideation support, but it should not replace real learning or strategic thinking. - The key takeaway: use AI to amplify your process, not to shortcut the development of judgment and expertise. 5. Building Authority Through Experience and Consistency - Katelyn shares why credibility matters and why doing the reps often comes before becoming a thought leader. - We discuss the "messenger effect" and why who says something can matter as much as what is being said. - The episode reinforces a strategic truth: consistent publishing compounds slowly, then pays off in a big way. 6. Entrepreneurship, Resilience, and Finding Your Path - Katelyn opens up about startups, bankruptcy, burnout, and the lessons that shaped her current business model. - She explains why founders need to get honest about what they actually want instead of chasing someone else's version of success. - This part of the conversation offers encouraging guidance for anyone navigating uncertainty, reinvention, or early-stage growth. Resources & Tools: 🔗Be UNIGNORABLE - https://beunignorable.com/ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Katelyn — ╰ Twitter / X: @KateBour ╰ LinkedIn: linkedin.com/in/katebour/
September 14 · 14 min
RSS 70: Mastering Time: Prioritization Over Productivity
In this episode of The Ross Simmonds Show, I challenge the common belief that productivity struggles come from not having enough time. Instead, I make the case that the real issue is weak prioritization, and I share a practical framework for using calendars, delegation, and focused decision-making to create meaningful progress. Key Takeaways and Insights: 1. Every Priority Has a Price - Choosing one priority means consciously saying no to something else. - Treating every task as equally urgent leads to stalled momentum and scattered energy. - High-impact work often creates outsized returns, even when it takes less effort than lower-value tasks. 2. Applying the 80/20 Rule to Your Work - A small percentage of your efforts often drives the majority of your results. - The goal is to identify the few actions with the highest return and spend more time there. - This mindset helps marketers, creators, and business owners stop overinvesting in tasks that do not move the needle. 3. Your Calendar Reveals Your Commitment - Calendars are one of the most important tools for achieving goals. - If a goal is not reflected in your schedule, it is probably not a true priority. - Intentional calendar planning creates structure, accountability, and better follow-through. 4. Time Blocking with Intention - I share how I have used calendar systems for years to protect focused work and personal commitments. - I recommend scheduling everything that matters, from deep work to family time. - Repeatable blocks like no-meeting days can help create consistency and protect your best energy. 5. Categorize Your Time for Better ROI - Tracking where your time goes helps you measure whether your effort aligns with your goals. - Categories like sales, marketing, personal development, and family create visibility into what is actually getting your attention. - For leaders, this same approach can help teams improve performance and resource allocation. 6. Stop Being the Bottleneck - Leaders often slow growth by making themselves the default answer for every decision. - I frame this as an ego issue as much as an operational one. - Delegation, empowerment, and trust are essential if you want your team and your business to scale. 7. Delegate to Unlock Growth - I reflect on my own experience as a founder who used to approve everything. - Real growth happened when I gave ownership and accountability to others. - Training people to make strong decisions frees you to focus on the highest-value work. 8. Better Outcomes Come from Better Decisions - Constant activity is not the same as meaningful progress. - One thoughtful, well-timed decision can create more impact than dozens of small reactive tasks. - Strategic leaders focus less on looking busy and more on solving the right problem. 9. Think in Sprints Around the Biggest Problem - Identify the single biggest issue holding them back. - Focus your energy relentlessly on that one constraint instead of bouncing between distractions. - Breakthroughs often come from sustained attention on one important problem over a defined period. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
September 7 · 45 min
RSS 69: B2B Marketing Growth Strategies: What Dave Gerhardt Gets Right About Content, Distribution and Brand
In this episode of The Ross Simmonds Show, I sit down with Dave Gerhardt to unpack what it really takes to win in B2B marketing today, from building brand through content and community to creating distribution that compounds over time. We also dive into AI, events, audience trust, hiring, and the mindset shifts required to build a durable media brand in a crowded market. Key Takeaways and Insights: 1. B2B Marketing Strategy in a Media-First World - Dave explains why marketing a media business differs from marketing a software company, especially when the product is the audience's attention. - We get into why more software brands are buying media companies to gain distribution, relevance, and brand equity. - We explore how owned media and off-platform content can strengthen visibility, including emerging benefits tied to AI search and LLM citations. 2. The Playbook for Starting from Scratch - Dave shares how he would approach B2B growth if he had to rebuild without his existing audience or personal brand. - His framework starts with understanding the buyer deeply, then creating highly specific content for a clearly defined niche. - A key takeaway I pull from this: great marketers do not force channels, they go where the audience already is, whether that is LinkedIn, YouTube, or even Facebook groups. 3. Building Exit Five Through Brand, Quality, and Focus - Dave breaks down the pivotal moves that helped Exit Five grow: rebranding, hiring key operators, and raising the quality bar across content and events. - He explains why perception matters in marketing and how a real brand creates more long-term value than a personality-led business alone. - This reinforces something I believe strongly: when you take the work more seriously, the market often responds in kind. 4. AI, Human Creativity, and the Future of Marketing - Dave and I discuss where AI helps and where it falls short, especially in storytelling, originality, and emotional nuance. - Dave shares a candid lesson from writing a keynote and why relying too heavily on AI can flatten great ideas into generic output. - For marketers, my takeaway is clear: use AI as a tool, but keep human insight at the center of content creation. 5. Community, Events, and Real-World Connection - In-person events as a competitive advantage in a digital-first world. - Dave explains how event curation, speaker selection, and genuine audience experiences can drive brand loyalty beyond direct ROI metrics. - We also discuss why analog experiences and real relationships are becoming even more valuable as digital content becomes easier to mass-produce. 6. Lessons on Leadership, Talent, and Continuous Improvement - Dave reflects on hard feedback, impulsiveness, sponsor fit, and the importance of not arguing when protecting brand trust. - He shares how Exit Five attracts top talent through brand reputation, product quality, and operational rigor. - The broader lesson I take away is strategic and practical: strong businesses are built through focus, iteration, and a willingness to raise the standard over time. Resources & Tools: 🔗 Exit Five - https://exitfive.com/ 🔗 Drive 2026 - https://exitfive.com/drive/ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Dave — ╰ Twitter / X: @davegerhardt ╰ LinkedIn: linkedin.com/in/davegerhardt
August 31 · 18 min
RSS 68: Reddit, ChatGPT, and the Truth About AI Citations: Why Smart Marketers Shouldn’t Panic
In this episode of The Ross Simmonds Show, I break down what Reddit’s decline in ChatGPT citations actually means for marketers, brands, and content teams. Instead of reacting to headlines, I share a more strategic view of Reddit’s role in AI search, Google visibility, community engagement, and bottom-of-funnel influence. Key Takeaways and Insights: 1. The Reddit Citation Panic Explained - I address the wave of reactions after reports showed Reddit appearing less often in ChatGPT citations. - This shift is not a signal to abandon Reddit altogether. - The bigger lesson: marketers need context before making channel decisions. 2. Not All LLM Prompts Are Created Equal - Different prompts require different types of sources, and Reddit is not ideal for every query. - Reddit may be useful for software, tech, and troubleshooting questions, but less appropriate for sensitive topics like health. - Citation changes should be evaluated based on use case, not hype. 3. Why Marketers Need to Track Citations Themselves - Third party studies can be helpful, but they do not replace brand specific monitoring. - I encourage teams to benchmark how their own prompts, categories, and keywords perform across LLMs. - Ongoing tracking is essential for adapting to algorithm changes in AI search. 4. Reddit Still Matters for Enterprise and Bottom of Funnel Queries - Even with fewer citations overall, Reddit remains relevant for transactional and bottom of funnel enterprise software searches. - For B2B marketers, that means Reddit can still influence high intent buyers. - Strategic prompt tracking can uncover where Reddit continues to drive value. 5. AI Search Is Changing Constantly - Volatility is now part of digital marketing. - Citation sources can shift between Reddit, LinkedIn, YouTube, review sites, and competitors at any time. - The most effective marketers build systems to monitor change instead of reacting emotionally. 6. Google Still Gives Reddit Massive Visibility - Reddit's value goes beyond ChatGPT because Google still heavily features Reddit in organic search, AI Overviews, and AI Mode. - As long as Google dominates search behavior, Reddit remains strategically important. - Marketers should think beyond one platform when evaluating channel performance. 7. Reddit Is Still Where Real Buyers Ask Real Questions - Millions of users visit Reddit daily to research products, services, tools, and business decisions. - The platform remains a trusted space for niche discussions, peer recommendations, and category conversations. - That creates strong opportunities for brands that want to influence informed buyers. 8. Value Wins on Reddit - Reddit's strong moderation and anti spam systems are a big reason the platform still matters. - Brands that show up only to promote themselves will struggle. - Brands that consistently help, educate, and participate authentically can build real credibility. 9. A Smarter Reddit Strategy for Brands - Teams can study top performing posts, identify audience needs, and create content that genuinely helps the community. - The best Reddit strategy starts with value, not self promotion. - Instead of dropping Reddit because of one data point, brands should diversify their approach across SEO, community, ads, and AI visibility. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
August 24 · 12 min
RSS 67: AI SEO Strategy: 5 Ways to Increase LLM Visibility and Drive Better Buyers
In this episode of The Ross Simmonds Show, Ross breaks down how search behavior has evolved beyond Google and why brands need a broader visibility strategy in the age of ChatGPT, Perplexity, Grok, and other LLMs. He shares five practical strategies to help marketers, creators, and business owners strengthen AI visibility, influence buyer discovery, and build a smarter content distribution engine for long-term growth. Key Takeaways and Insights: 1. Increase your brand’s surface area - Visibility now depends on how often your brand appears across the sources LLMs use to generate answers. - Google and AI tools increasingly answer questions without sending users to your site. - Expanding brand mentions across blogs, videos, forums, and other platforms increases your chances of being cited. 2. Your Website Is No Longer the Only Asset That Matters - User-generated content, affiliate sites, and review platforms now play a major role in shaping buyer decisions. - Third-party trust signals can influence LLM responses even when direct traffic is declining. - Positive brand sentiment on platforms like G2, Capterra, TrustRadius, and Yelp can improve AI visibility. 3. Every LLM Sources Information Differently - Claude, Perplexity, ChatGPT, and Grok do not pull from the web in the same way. - Broad industry assumptions are less useful than prompt-specific research in your niche. - Marketers need to track which sources appear for their own target queries before building strategy 4. Reddit Requires Real Community Participation - Spamming Reddit or trying to manipulate conversations is a fast way to get banned. - Authentic engagement and value-first participation are far more effective than artificial promotion. - Building trust through genuine contribution can create a sustainable Reddit presence over time. 5. Reverse Engineer What LLMs Already Reward - Use keyword research as a proxy to estimate which queries may also appear in LLM usage. - Track prompts to see what content formats and sources are being cited. - If LLMs favor listicles, comparison pages, landing pages, YouTube videos, or Reddit threads, build for those patterns. 6. Build an AI Visibility Strategy That Drives Pipeline - The goal is not just awareness, but measurable business impact. - Teams should align SEO, content distribution, and prompt tracking into one structured visibility strategy. - Brands that play the long game will be better positioned to earn trust, citations, and conversions. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
August 17 · 52 min
RSS 66: AI Visibility for Modern Marketers: Malte Landwehr on How to Measure LLM Search and Win More Brand Mentions
In this episode of The Ross Simmonds Show, Ross sits down with Malte Landwehr, CMO of Peec.ai, to unpack what AI visibility really means for modern marketers and how it differs from traditional SEO. They break down how brands can measure LLM visibility, identify the right prompts to track, prioritize the channels that influence AI answers, and build a smarter cross-functional strategy to win recommendations in tools like ChatGPT, Perplexity, Gemini, and more. Key Takeaways and Insights: 1. AI Visibility vs Traditional SEO - Traditional SEO was built around earning clicks and website traffic, while AI search is increasingly about getting your brand recommended inside the answer. - In AI-driven search experiences, users may never visit your site, which changes how marketers think about attribution, brand experience, and customer journeys. - Malte explains why this shift impacts not just SEO teams, but also content, brand, support, PR, affiliate, and product documentation teams. 2. How to Measure AI Search Performance - Malte outlines four core ways to measure AI visibility: self-reported attribution, web analytics, log file analysis, and prompt tracking. - Self-reported attribution is a strong starting point for teams trying to validate whether LLMs are already influencing pipeline and revenue. - Prompt tracking stands out as the most actionable measurement method because it helps marketers spot content gaps, benchmark competitors, and prioritize next steps. 3. Prompt Tracking and Strategy That Actually Works - The best prompt strategies start with topics, intent, personas, and funnel stage rather than obsessing over exact wording. - Real-world testing shows that people use many different prompts, but LLMs often return similar brand recommendations when the underlying intent is the same. - Malte warns marketers not to overreact to tiny data sets or short-term fluctuations, and instead evaluate performance directionally across prompt sets over time. 4. The New Playbook for AI-Era Content Distribution - LLMs pull from a wide range of sources, including help centers, FAQs, social content, news sites, directories, review platforms, and community discussions. - Brands need consistent positioning across all managed and owned surfaces so AI systems can clearly understand and describe what the company does. - Smart teams use source-level visibility data to decide where to invest, whether that means digital PR, creator partnerships, editorial placements, review platforms, or competitor-inspired content. 5. Agentic Commerce and the Future of Marketing Workflows - Malte shares why agentic commerce will likely arrive faster in B2B procurement and operational workflows than in emotional consumer purchases. - He also explains how AI tools and MCP integrations are changing the software experience, allowing marketers to work through AI interfaces instead of traditional dashboards. - For early-career marketers, his advice is clear: become AI-native, use AI first to solve problems, and build the habit of testing, iterating, and learning fast. Resources & Tools: 🔗 Peec.ai — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Malte — ╰ Instagram: @malte.landwehr.official ╰ Twitter / X: @MalteLandwehr ╰ LinkedIn: linkedin.com/in/landwehr/
August 10 · 51 min
RSS 65: Human-First Marketing: Jay Schwedelson on Building Reach With LinkedIn and Virtual Events
In this episode of The Ross Simmonds Show, Ross chats with Jay Schwedelson as he shares a masterclass on personal branding, LinkedIn growth, virtual events, AI workflows, and building audience-first media that drives real business results. If you want practical strategies to amplify your content, humanize your brand, and create marketing that people actually remember, this conversation is packed with proven insights you can put to work immediately. Key Takeaways and Insights: 1. LinkedIn Growth and Personal Brand Strategy - Jay shares how he grew from a few hundred LinkedIn connections to more than 80,000 by posting consistently and focusing on one platform. He emphasizes that different types of content perform better on different days, with educational posts early in the week and lighter, more motivational content later on. One of the strongest takeaways: personal branding works best when it feels real, human, and native to the platform. 2. Why Lo-Fi Content Beats Overproduced Content - Jay makes the case for low-production, authentic content that shows personality instead of polish. He explains why behind-the-scenes videos, imperfect moments, and conversational posts outperform scripted, overly branded content in the age of AI-generated sameness. For marketers and creators, the big opportunity is clear: lean into humanity to build trust and attention. 3. How to Build Memorable Events People Actually Attend - Jay reveals the strategies behind his high-performing virtual events, including “earned on-demand” access and short session formats. - He shares why fun, unexpected moments like contests, celebrity appearances, and unconventional programming create stronger audience engagement. - His framework is simple but powerful: treat events as a marketing channel, not just a cost center. 4. AI, Claude, and Agentic Workflows for Marketers - Jay walks through how he uses Claude to organize audience data, identify ideal prospects, and generate highly tailored campaign proposals. - He also discusses how agentic AI could soon help marketers run and optimize campaigns with far less manual work. - His advice is direct: use AI for efficiency, but don’t let it erase originality or human perspective. 5. Leadership, Burnout, and Long-Term Success - Jay opens up about burnout, the power of saying no, and the mindset shift that helped him regain clarity. - He shares his daily “I don’t have to, I get to” reframe as a practical gratitude tool for staying grounded. - The broader message: consistency, delegation, and self-awareness are critical for sustainable growth in business and content creation. 6. Speaking, Failure, and the Philosophy Behind the Book - Jay explains the meaning behind his book title, Stupider People Have Done It, and how that idea helped him move past imposter syndrome. - He offers practical public speaking advice, including why memorized presentations fail and why relatability wins every time. - He also encourages marketers to fail faster, test ideas honestly, and stop waiting for perfect before taking action. Resources & Tools: 🔗 Stupider People Have Done It by Jay Schwedelson 🔗 JaySchwedelson.com — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Jay — ╰ Instagram: @jayschwedelson ╰ LinkedIn: linkedin.com/in/schwedelson/
July 31 · 1 hr 4 min
RSS 64: How to Win AI Search: YouTube, Reddit, and the New Rules of LLM Visibility
In this episode of The Ross Simmonds Show, Ross joins Nick in The Nick Standlea Show to break down how search is changing as Google AI Overviews, ChatGPT, Gemini, Perplexity, and other LLMs reshape how people discover brands. They unpack what marketers, creators, and business owners need to do now to improve AI visibility, build authority across platforms like YouTube and Reddit, and create content that gets found, cited, and trusted. Key Takeaways and Insights: 1. How LLMs actually build answers - Ross explains “query fan-out,” where AI tools rephrase a user’s prompt into many variations and scan multiple sources at once. - Platforms like Reddit, YouTube, Quora, Yelp, and Google results all help shape the final response. - The brands mentioned most often—and with the strongest supporting signals—are more likely to appear in AI-generated answers. 2. The coffee shop framework for local AI visibility - Local businesses should align site pages and language with the exact questions customers ask. - Review signals from Yelp, TripAdvisor, and other directories strengthen trust and authority. - Encouraging real customer conversations on Reddit and other platforms can influence how AI tools perceive your brand. 3. Why YouTube is a major AI search advantage - Google has a built-in incentive to surface YouTube content because it owns the platform and monetizes attention there. - YouTube remains one of the most powerful search engines in the world and a rich source of human-led content. - Video stands out in an AI-heavy world because it delivers a stronger sense of trust, personality, and connection. 4. Gemini, personalization, and the future of search - Google may have a long-term advantage because Gemini can connect with products like Gmail, Calendar, Chrome, and more. - Search experiences are becoming more personalized, which makes traditional ranking analysis harder. - Marketers need to prepare for a world where different users may get very different answers to the same prompt. 5. How nonprofits and mission-driven brands should adapt - Start by mapping website content to the real questions your audience asks before they know your brand exists. - Build long-form, useful resources that directly address audience pain points and decision-making moments. - Combine LLM optimization with human-centered storytelling to connect both logically and emotionally. 6. The four E’s of content that builds trust - Ross highlights four content goals: educational, engaging, entertaining, and empowering. - Strong brands don’t just publish information—they create content people want to remember and share. - Human connection still matters, especially when AI-generated content is becoming more common. 7. Old-school customer research is the new edge The deepest marketing insights still come from direct conversations with real customers. Interview transcripts, sentiment analysis, and qualitative feedback can be turned into sharper messaging with AI. The brands that win will combine human insight with AI execution, not replace one with the other. Resources & Tools: 🔗 The Nick Standlea Show — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Nick — ╰ Instagram: @nickstandlea ╰ LinkedIn: linkedin.com/in/nick-standlea-43732573/ ╰ YouTube: The Nick Standlea Show
July 25 · 17 min
RSS 63: How I'm Running Two Companies In 2026
In this episode of The Ross Simmonds Show, Ross takes listeners behind the curtain on how he leads both Foundation, an established enterprise agency, and Distribution.ai, an early-stage SaaS company. He breaks down the mindset, systems, team structure, AI workflows, and leadership principles that make it possible to scale one business while building another from the ground up. Key Takeaways and Insights: 1. Obsessing Over Customer Value - Both companies are anchored in consistently delivering value to clients and customers. - Ross emphasizes solving real customer problems instead of chasing activity for activity’s sake. - Incremental improvement compounds when teams stay focused on outcomes. - Long-term growth comes from building systems that keep customer value at the center. 2. Surrounding Yourself With Doers - Ross credits much of his ability to run two companies to having strong teams in place. - At Foundation, his role is to attract the right people and clients, articulate the vision, and empower the team. - At Distribution.ai, he stays closer to product roadmaps, sales, SEO, and customer discovery. - Hiring people who can do what you cannot do is one of the biggest unlocks for founders and operators. 3. Using RACI to Create Role Clarity - RACI stands for Responsible, Accountable, Consulted, and Informed. - This framework helps teams understand who owns each decision and responsibility. - Clear ownership reduces confusion, speeds up execution, and protects founder focus. - For growing teams, structured decision-making is essential to scaling without chaos. 4. AI as a Leadership Operating System - Ross explains how Claude helps reduce cognitive load and improve executive efficiency. - AI connects to tools like Fathom, Slack, email, and calendar to surface priorities and requests. - Feedback loops help identify tasks that should be delegated or transferred to the team. - When paired with great talent, AI systems help leaders move faster and think sharper. 5. Recruitment Never Stops - Ross believes founders should always be thinking about who can help level up the team. - Great hires create new capabilities the founder or existing team may not have. - Consistent content and storytelling can attract aligned talent into the organization. - A strong referral culture compounds when employees are excited to bring in people they trust. 6. Ownership Beats Activity - Busy calendars and constant output do not automatically equal meaningful progress. - True ownership means knowing the metric that matters and taking responsibility for the outcome. - Ross looks for people who are growth-minded, accountable, and aligned with company values. - Values should not live in documents or posters; they should show up in how people work every day. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
July 17 · 21 min
RSS 62: The Curiosity Filter: Why I Hire for Search History, Not Resumes
In this episode of The Ross Simmonds Show, Ross shares why curiosity, execution, and continuous learning are becoming more valuable than traditional credentials in marketing, tech, and business. He breaks down how hiring managers, marketers, content creators, and business leaders can identify curious talent, build stronger teams, and stay relevant as AI, search, content distribution, and audience behavior continue to evolve. Key Takeaways and Insights: 1. Curiosity as a Career Advantage - Ross shares how growing up outside major tech hubs pushed him to use the internet as his mentor. - Curiosity helped him build a self-directed education across SEO, social media, content, SaaS, Reddit, LinkedIn, Quora, and startups. - The lesson: your location, background, or lack of connections does not limit your ability to learn and grow. 2. The Hiring Trap: Stacked Resume, Weak Execution - Ross warns leaders not to confuse impressive logos and credentials with real-world capability. - Some candidates know how to follow a playbook but struggle when asked to create or adapt one. - Hiring should focus on how people think, learn, ask questions, and solve problems—not just what appears on paper. 3. How to Identify Curious Marketers - Ask candidates what they are reading, what they are learning, and how they stay sharp in their craft. - Look for people actively tinkering with new tools, especially in the age of AI. - Curious marketers bring questions, data, and insights into conversations instead of relying on old playbooks. 4. Insight-Driven Marketing Decisions - Great marketers do not recommend SEO, CMS changes, or content strategies simply because they prefer them. - They gather data, ask about pipeline goals, conversion rates, customer lifetime value, and channel performance. - Curiosity turns marketing from guesswork into a structured, strategic process. 5. Where Curious People Spend Their Time - Curious professionals go where learning is happening: communities, subreddits, Discord servers, Slack groups, LinkedIn threads, and comment sections. - They engage in discussions, debate ideas, and test what they learn. - They do not just consume marketing tips—they apply them. 6. The Signals of a High-Curiosity Team Member - They research before making recommendations. - They reverse engineer why something worked instead of blindly repeating tactics. - They invest in courses, tools, and resources because they want to become better, not just get promoted. - They challenge leaders with data-backed thinking and fresh perspectives. 7. Why Curiosity Matters in the AI Era - AI is reshaping search, content distribution, GEO, AEO, and how buyers discover brands. - Channels that worked three years ago may not be enough today. - Marketers who stay curious will adapt faster as LLMs, Reddit, YouTube, short-form video, and emerging platforms shift the landscape. 8. Building a Learning Advantage - One to two extra hours of intentional learning per week can put you ahead of people doing none. - Those who invest more deeply in their skills create a larger competitive gap. - Continuous learning builds the taste, strategy, distribution skill, and human understanding needed to stay valuable. 9. Hiring for Curiosity and Growth - Leaders should ask candidates about newsletters, podcasts, tools, personal projects, and ideas they cannot stop thinking about. - Experience with tools like Claude, Perplexity, and ChatGPT can signal active experimentation. - Building a culture of curiosity helps teams stay adaptive, strategic, and ready for what comes next. — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds
July 10 · 51 min
RSS 61: Emotional Targeting: Talia Wolf on Getting From Heart to Cart
In this episode of The Ross Simmonds Show, Ross sits down with Talia Wolf, founder of GetUplift and author of Emotional Targeting, to unpack why customer emotion is now central to CRO, SEO, content marketing, and brand trust. They explore how marketers can move beyond surface-level analytics, use AI responsibly, uncover real customer motivations, and build messaging that converts by resonating with the right audience everywhere they show up online. Key Takeaways and Insights: 1. Why CRO Starts with the “Why,” Not Just the “Where” - Talia explains why tools like GA4 and Mixpanel can show where conversion problems happen, but not why people fail to convert. - The key to better leads and sales is understanding what information is missing, what feels risky, and what stops customers from taking action. - Strong conversion strategy starts with customer research, not random funnel tweaks or generic best practices. 2. Using AI Without Losing the Customer - AI can support gap analysis, data synthesis, and ideation, but it should not replace direct customer research. - Talia recommends gathering real inputs from surveys, interviews, Reddit threads, Facebook groups, sales calls, and chat transcripts before using AI. - Once you have authentic customer language, AI can become a strategic thinking partner rather than a shortcut to generic copy. 3. Emotional Targeting in B2B Marketing - Talia argues that B2B buying is often more emotional than B2C because professional decisions carry career, reputation, and budget risks. - Two major emotional clusters drive B2B decisions: social image and self-image. - Marketers should connect features to emotional value, such as helping buyers feel confident, trusted, respected, or prepared to impress leadership. 4. Trust, SEO, and CRO Are Converging - Ross and Talia discuss why SEO and CRO can no longer operate in silos. - Modern buyers research brands across Reddit, LinkedIn, YouTube, communities, AI tools, and search results before converting. - The new opportunity is to optimize everywhere by creating consistent, emotionally resonant messaging across owned and non-owned channels. 5. Better Messaging Comes from Better Listening - Talia shares how her team identifies misunderstandings, objections, and friction points through customer conversations and community research. - Real-world examples show how addressing skepticism directly can outperform polished but vague marketing claims. - The best marketers resist the pressure to produce more and instead invest in customer insight, sharper positioning, and continuous testing. Resources & Tools: 🔗 ⁠GetUpLift ⁠ 🔗 ⁠Taliawolf.com⁠ 🔗 ⁠Heart Before Cart⁠ 🔗 ⁠Emotional Targeting Tools⁠ — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: ⁠ @RossSimmondsTV⁠ ╰ Instagram: ⁠@thecoolestcool ⁠ ╰ Twitter / X: ⁠@thecoolestcool ⁠ ╰ LinkedIn: ⁠linkedin.com/in/rosssimmonds⁠ — Connect with Talia Wolf— ╰ Instagram: ⁠@taliagw⁠ ╰ LinkedIn: ⁠linkedin.com/in/taliagw/⁠
July 3 · 58 min
RSS 60: The Marketing Engineer: Nick Lafferty on Building AI Systems for Profound
In this episode of The Ross Simmonds Show, Ross sits down with Nick Lafferty, Founding Marketing Engineer at Profound, to unpack the fast-moving world of AI visibility, AEO, GEO, and AI search. They explore how brands can earn citations across ChatGPT, Claude, Perplexity, Grok, and Google AI, why visibility is no longer just an SEO problem, and how marketers can build systems that help their teams move faster. Key Takeaways and Insights: 1. Building Marketing Taste Before Automating with AI - Nick explains why AI does not have taste on its own and why marketers need judgment, experience, and creative instincts before automating workflows. - Great marketing taste comes from studying campaigns, consuming strong creative work, testing in public, and learning from feedback. - Creating content consistently, whether through LinkedIn posts, newsletters, blogs, or videos, helps marketers sharpen their voice and understand what resonates. 2. The Rise of the Marketing Engineer - A marketing engineer is part builder, part artist: someone who understands marketing strategy and can build AI-powered systems to solve business problems. - Nick shares how he automated manual unsubscribe syncing across multiple email tools at Profound, saving time for the marketing operations team. - The strongest marketing engineers are AI-native, deeply curious, and focused on redesigning workflows with AI at the center instead of simply automating outdated processes. 3. AI Visibility, AEO, GEO, and the New Search Landscape - Nick challenges the idea that AI visibility is only a content or website problem, noting that most AI citations come from third-party sources. - Profound research shows only about 5–10% of citations come from a brand’s own domain, while the majority come from places like Reddit, YouTube, review sites, press releases, documentation, and partner ecosystems. - Enterprise brands need cross-functional alignment across SEO, PR, social, product marketing, affiliates, and content to compete in AI search. 4. Making the Case for AI Visibility Internally - Nick recommends marketers look for declining organic traffic, rising impressions with fewer clicks, inaccurate AI answers, and poor competitive comparisons as signs of an AI visibility problem. - The Profound team uses the concept “make the invisible visible” to surface hidden risks and opportunities. - Marketers should bring screenshots, prompt examples, traffic trends, and suggested solutions to leadership to win buy-in. 5. Measuring AI Visibility and Proving ROI - Nick advocates for using a required “How did you hear about us?” field to capture self-reported attribution from sources like ChatGPT, Claude, Gemini, and Perplexity. - Profound tracks AI bot traffic, server logs, citation trends, competitive benchmarks, and visibility changes over time. - The conversation highlights why measurement needs to evolve as buyers increasingly discover brands through AI-generated answers. 6. Personas, Memory, and Personalized AI Search Results - Profound’s personas feature helps brands understand how different buyer types may see different AI answers. - Teams can analyze visibility across personas such as SEO managers, CMOs, affiliate managers, PR leaders, and demand generation teams. - Personas help marketers approximate how memory and personalization may shape AI search results for different audiences. 7. Reddit, Listicles, and Off-Site Citation Strategy - Nick explains why Reddit requires a contribution-first mindset and compares it to joining a dinner party where listening matters before speaking. - Listicles may still work in some industries, especially affiliate-heavy categories, but many marketers are over-investing in them as a short-term tactic. - The bigger opportunity is building adaptable systems that can respond to changing citation patterns across AI search platforms. Resources & Tools: 🔗 Profound 🔗 Every 🔗 HubSpot 🔗 Customer.io — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — 👋🏾 Let's stay connected — ╰ Twitter / X: @nicklafferty ╰ LinkedIn: linkedin.com/in/nicklafferty/
June 27 · 57 min
RSS 59: AI Scales What You've Already Got: Matt Symes on Rewiring How You Operate
In this episode of The Ross Simmonds Show, Ross sits down with Matt Symes, founder of Symplicity, to unpack why AI transformation fails when companies focus on tools, data, or privacy before fixing broken workflows. Matt shares a practical, workflow-first approach to using AI for sales, marketing, leadership, and business growth while helping founders avoid scaling chaos faster. Key Takeaways and Insights: 1. Why AI Won’t Fix a Broken Business - Matt explains why the “data problem” is often a stall tactic, not the real blocker to AI ROI. - Companies need to start with outcomes and workflows before buying AI tools or hiring AI leaders. - AI scales what already exists so broken systems become faster, messier, and more expensive if left unaddressed. 2. Workflow-First AI Transformation - The best first AI use case is a repetitive, time-consuming workflow that matters but does not create much strategic value. - Matt shares how an AI-powered dossier workflow replaced 10–15 hours of weekly admin work with an automated research process. - Leaders should identify the biggest business constraint—sales, marketing, delivery, or operations and use AI to improve that specific workflow. 3. Using AI to Improve Sales Conversion - Ross and Matt break down how AI can reduce sales cycle time and touchpoints. - Matt shares a real-world example of using open source intelligence and ChatGPT to prepare for a sales conversation, identify likely business problems, and close a deal in three touches. - The key lesson: AI can improve trust, relevance, and conversion when integrated directly into the sales process. 4. Strategy Before Speed - Matt emphasizes that every business must clearly define the problem it solves, who it solves it for, and the value of solving it. - The V8 example shows why businesses can lose growth opportunities when they define themselves by product category instead of customer problem. - Before making anything faster with AI, leaders must clarify their value proposition and target customer. 5. Why CEOs Should Lead AI Adoption - Matt argues that hiring a “Head of AI” too early can be a mistake if the CEO is not actively leading the mindset and workflow transformation. - AI should be treated as a teammate in value creation, not just another technology tool. - Leaders should delegate workflow ownership while staying accountable for the overall AI transformation strategy. 6. Agentic AI Use Cases for Leaders - Matt shares how he uses AI agents to monitor trusted sources, scan newsletters, and update keynote decks with timely research. - He explains how AI can support CEO responsibilities like business performance tracking, leadership coaching, 360 reviews, and scenario planning. - The conversation highlights why leaders should use AI to practice, prepare, and make better decisions, not just automate tasks. 7. Escaping the Founder’s Trap - Matt defines the founder’s trap as building a business that cannot operate without the founder playing a critical role. - He explains how founders can design businesses around their best life instead of becoming trapped by their own company. - Symplicity and Levership help companies build strategic cadence, improve workflows, and scale with more structure. Resources & Tools: 🔗 Symplicity 🔗Perplexity Computer 🔗 NotebookLM 🔗 OpenClaw 🔗 Claude Code 🔗 Claude Cowork — 👋🏾 Let's stay connected — ╰ Subscribe to my channel: @RossSimmondsTV ╰ Instagram: @thecoolestcool ╰ Twitter / X: @thecoolestcool ╰ LinkedIn: linkedin.com/in/rosssimmonds — Connect with Matt — ╰ LinkedIn: linkedin.com/in/matt-symes-8328a765/

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