How Top CMOs Are Winning AI Search | AirOps & Nicole Baer

Описание: In our latest CMO Series webinar, Nicole Baer, CMO at Carta, joined Eoin Clancy, Head of Growth at AirOps to talk about how leading marketing teams are staying ahead of AI search.

Here are the top takeaways that Nicole shared:

Build From a Strong Content Foundation. Carta’s long-standing focus on expert, trustworthy content positioned them to benefit early from AI search changes.

Leverage, Not Just Efficiency, Should Guide AI Investments. AI should be used to create market leverage and growth advantages, not only for efficiency.

Systems Thinking Gives You an Edge. Embedding AI into workflows and acting quickly allows teams to jump on opportunities before competitors can react.

New Methods Need New Measurement. Modern marketing now includes tracking LLM referral traffic and brand visibility with traditional SEO metrics.

Culture and Upskilling Are Key. Empower teams to experiment with AI helps with long-term adoption and impact.

Read more: https://www.airops.com/blog/new-conte...

00:00 Introduction to Nicole Bayer, CMO of Carta, and the AirOps CMO series
02:27 How Carta recognized early AI search signals and positioned for AI overviews
07:41 Carta's content foundation advantage with trusted, authoritative expertise
12:01 Focusing on AI for leverage and growth multiplier rather than just efficiency
17:04 Importance of brand consistency across all surfaces for LLM optimization
19:14 Private credit launch case study demonstrating rapid market entry with AI
22:24 Core tenets of AI integration: culture, experimentation, and new metrics
27:56 Content engineering role and how Lucy exemplifies the systems-thinking approach
35:23 New measurement approaches including LLM referral traffic and brand metrics
38:03 Key takeaways: systems-first approach, starting small, and maintaining clock speed

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Nicole Baer is the CMO of Carta, the leading provider of world-class software purpose-built for private capital. She oversees marketing efforts for the Carta brand and all product lines and is responsible for global brand, product marketing, demand generation, creative, digital, content, field marketing, communications, events, and social media. Prior to Carta, Nicole was the CMO for Logitech’s collaboration business, as well as Global Head of Integrated Enterprise Marketing at Zendesk. She is the founder of two successful marketing advisory firms.

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AirOps is the first platform helping teams win AI search.

AirOps shows you how you stack up in AI search, tells you exactly what to prioritize, and helps you take action with quality content fast and at scale.

Move more quickly than your competitors and join companies like Carta, Chime, Ramp, Webflow, and Klaviyo who are using AirOps to increase visibility, reach consumers, and win AI search.