🎙️ Grateful to join have joined a recent episode of The Narrative podcast by The Front Lines with Brett Stapper. 🙏 Thank you, Brett, for the sharp questions and thoughtful conversation.
We discussed a challenging brand problem that Vimeo was facing during my time there: building an enterprise SaaS business when the market only knew us as a creator brand.
The challenge wasn’t choosing between audiences, it was scaling enterprise without losing the creators who are the heart and soul of the Vimeo brand 💙.
We also discussed what that actually requires when narrative, GTM, and AI collide.
A few takeaways for SaaS CEOs and CMOs:
1️⃣ Narrative is a business decision, not a comms tactic
Our CEO at the time, Philip Moyer, made an early, public call not to train AI on creator content on our platform, and it became a durable competitive differentiator.
2️⃣ AEO moves faster than SEO
LLMs reward structured, entity-rich content. Design for extraction, not just keywords.
3️⃣ Measure consistency, not just activity
We stopped tracking press hits and started asking:
Are prospects, customers, analysts, and the market describing us the same way, without prompting?
We also covered press releases as LLM training data, content as a living asset, and why your internal teams who also fit your ideal customer profile, should help build what you sell.
🎧 Listen to the full conversation:
https://lnkd.in/gK8Q2XwG
If you’re a SaaS CEO navigating growth, repositioning, or an AI-shaped market, and want a comms & marketing leader who operates at the strategy table, I’d welcome the conversation!
#BrandStrategy #LeadershipComms #B2BMarketing #NarrativeDrivenGrowth
