Scrunch's Head of Marketing Kevin White on being cited, not just found
About this episode
Kevin White discusses the complexities of AI search and its implications for marketing measurement with Greg Kihlström.
Kevin White, Head of Marketing at Scrunch, argues that referral traffic from ChatGPT is the wrong instrument for measuring AI search — and that the real question is whether a model represents your brand accurately when no one clicks at all. He and Greg Kihlström get into what to build and what to measure instead. "AI search" is several different problems wearing one label. A crawler pulling your content, a model synthesizing an answer, and an agent acting on someone's behalf are not the same event — and teams that treat them as one end up optimizing for the wrong thing. A website now serves two readers with different needs. White on what changes structurally when the page has to work for a human and for a machine that will compress it into three sentences. Visibility is probabilistic, so accountability has to change. The same prompt can surface your brand one day and skip it the next. White on what a marketing leader can honestly commit to a CMO or a board in that environment. About Kevin White Kevin White is a B2B tech marketing leader who has helped shape go-to-market at Segment, Retool, and Common Room, and now leads marketing at Scrunch AI, an AI-first customer-journey…
People in this episode
Host: Greg Kihlström
Guest: Kevin White
Topics covered
- marketing technology
- AI search
- customer experience
- referral traffic
- brand representation
- visibility
- accountability
Keywords
- AI search
- marketing measurement
- referral traffic
- brand visibility
- customer journey
- Scrunch
- Kevin White
Mentioned in this episode
Organizations: Scrunch, ChatGPT, Segment, Retool, Common Room, Gigya
Products: Marketo
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