How do you get your business cited in AI search? In this Did you miss it? episode, David digs into LinkedIn’s new guide for B2B marketers, Unlocking AI Search Visibility. According to Profound’s 2026 report, LinkedIn is now the number one most-cited domain for professional queries in AI search. With 94% of B2B buyers using generative AI for research and traditional search volume predicted to halve by 2028, getting cited by LLMs matters more than ever. Yet only 34% of B2B tech marketers feel ready to act on it.

David walks through LinkedIn’s four recommendations (creators, customer advocates, employee creators and leadership thought leadership), plus what the guide says about company pages and which content types drive AI visibility.

And the big question: is this the best route to AI citations for your business, or is LinkedIn mainly trying to get you to build its content engine?

📖 Read the guide: https://shorturl.at/kU8Eq

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

Hosted on Acast. See acast.com/privacy for more information.

How do legacy brands stay relevant to younger audiences? The ones doing it well don't pretend to be startups. They work out which parts of their history still have value and give a new generation a reason to care about them. We talk a lot about challenger brands, but this time we're flipping it: what if you're the brand that's been around for more than fifty years? Gap is having a real moment, from its KATSEYE campaign to a return to denim, music and dance. As brand strategist Rachel Moore points out, Gap isn't chasing nostalgia for its own sake. It's going back to what made Gap, Gap.

We also dig into The Legacy Brand De-Aging Playbook by Brooke Yoakam at The Brand Blueprint, which shows how differently legacy brands can pull this off:

• New Balance leaned into its "dad shoe" reputation just as culture caught up

• Stanley spotted a whole new audience falling for the Quencher and built around them

• Gap went back to its roots in denim, music and dance

The question worth stealing for any legacy brand: could the thing people think is dated actually become your differentiator?

📖 Read The Legacy Brand De-Aging Playbook: https://thebrandblueprint.substack.com/p/the-legacy-brand-de-aging-playbook

👤 Follow Rachel Moore on LinkedIn for more on brand positioning: https://www.linkedin.com/in/rachelpollardmoore/

Connect with us:

If you'd like to book The Marketing Update hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

Hosted on Acast. See acast.com/privacy for more information.

Black Friday is coming! Should B2B companies run Black Friday campaigns? In this episode, Emma and David unpack why Black Friday is designed for impulse purchasing, and why that clashes with long sales cycles, procurement processes, and premium positioning. Then they share their B2B Black Friday playbook, built around four pillars:

• Engagement: re-engaging cold leads and prospects who said you were too expensive

• Loyalty: rewarding existing customers with exclusive access, extended terms, or IRL events

• Culture: using the moment to show off employee wellbeing and sustainability (think REI's #OptOutside)

• Community: giving back to creators, marketplaces, and causes your customers care about

Plus: a quick checklist to decide whether your business should take part in Black Friday at all.

Useful links:

https://www.reddit.com/r/b2bmarketing/comments/1o75xih/comment/njpdlvv/

https://web.archive.org/web/20251119144803/https://thedrum.com/opinion/black-friday-isn-t-just-b2c-how-b2b-brands-can-get-involved

https://www.coredna.com/blogs/b2b-sales-promotion-strategy

https://www.instagram.com/p/DCpC6xFO95D/

https://www.inc.com/jason-aten/patagonias-5-word-explanation-of-why-its-closing-its-stores-giving-employees-a-week-off-is-best-ive-seen-yet.html

https://group.dhl.com/en/media-relations/press-releases/2025/dhl-reveals-black-friday-trends.html

https://blog.hubspot.com/marketing/10-examples-of-effective-re-engagement-emails

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Find us on LinkedIn: Emma and David

Connect with us:

If you'd like to book The Marketing Update Podcast hosts for consultancy work, email hello@themarketingupdate.co.uk

Follow us on LinkedIn: https://www.linkedin.com/company/the-marketing-update-podcast

Hosted on Acast. See acast.com/privacy for more information.