The Pump and Funnel Marketing Show

In this episode of The Pump and Funnel Marketing Show, Araminta Robertson shares the GPT article framework her agency developed to help B2B brands increase visibility across ChatGPT, Gemini, Perplexity, and Claude. She reveals how clients now receive 30-40% of inbound leads via LLMs, establishing this as a major acquisition channel.

The methodology is concrete: select bottom-of-funnel topics, create 5-10 prompts per topic, then write one 500-1,000 word article per prompt. Araminta walks through the Fiska case study (visibility increased from 5% to 34% in under a month). She also explains why self-attribution ("How did you hear about us?") is the most reliable tracking method, since LLM-driven leads often appear as direct or organic in analytics.

CHAPTERS

[00:00] - LLM visibility as a major acquisition channel

[00:44] - Where LLM visibility fits in the Pump and Funnel model

[01:30] - What is LLM visibility and which LLMs matter most

[02:41] - The GPT article framework explained

[03:49] - How to pick bottom-of-funnel topics and prompts

[05:00] - Why publish on your own website, not LinkedIn or Medium

[07:46] - Best practices for 500-1,000 word GPT articles

[09:26] - Case study: Fiska's visibility increased from 5% to 34%

[10:16] - How to track LLM-driven leads with self-attribution

[11:58] - Why you still need SEO alongside GPT articles

[13:10] - Which industries benefit most from LLM visibility

[14:00] - How future-proof is the GPT article framework

[15:44] - Testing new approaches immediately rather than procrastinating

[17:11] - Why hosting in-person events speeds up marketing success

[19:36] - Secret software: Peek LLM visibility tracking tool

[20:14] - Next on the list: creating simple business videos for YouTube

[22:06] - Magical marketers: April Dunford and Louise Linehan

Find out more and download your free copy of the Pump and Funnel Quick Start Guide at https://pumpandfunnel.com.

In this episode of the Pump and Funnel Marketing Show, David Bain tackles the biggest mistake in modern content marketing: using AI backwards. Most marketers let AI generate ideas from existing content, producing bland summaries that search engines now ignore. David shows you the corrected workflow that flips the order entirely.

The fix is beautifully simple: start with real customer problems, interview a genuine expert, record the conversation, then use AI to repurpose that original material into blogs, podcasts, social clips and newsletters. David maps this to the Pump and Funnel model (Hero, Hub, Help) and introduces Cascadr, the platform that automates the whole process hands-free.

CHAPTERS

[00:00] - Most content marketers are using AI backwards

[00:37] - The symptom: every blog post sounds the same

[01:08] - How to use AI the right way round

[01:23] - The order matters more than anything

[01:53] - The wrong way: the typical content production process

[02:39] - If the input is everything that exists, that's your ceiling

[03:02] - A copy of a copy of a copy

[03:52] - What you lose when AI does the decision-making

[04:15] - Fine doesn't get remembered, shared or cited

[04:52] - AI search engines reward firsthand experience

[05:11] - The fix: flip the order

[05:21] - The four-step workflow

[05:45] - Step 1: Start with real customer problems

[06:22] - Step 2: Interview a real expert

[07:13] - Step 3: Record the conversation

[07:41] - Step 4: Use AI to repurpose, not generate

[08:20] - Move AI from the front of your process to the back

[08:53] - How this maps to the Pump and Funnel model

[09:44] - One rule: AI doesn't touch a topic until a human point of view exists

[10:10] - Doing this by hand is a lot of work

[11:15] - Introducing Cascadr: the platform that automates this workflow

[11:36] - Subscribe to the Pump and Funnel Marketing Show

Learn more at https://pumpandfunnel.com.

In this episode of the Pump and Funnel Marketing Show, David speaks with Garrett Sussman, Director of Marketing at iPullRank, about hyper-personalisation in AI search. Garrett explains how AI search engines now generate unique answers for each user based on implicit context (Gmail, search history, location) and explicit context (specific query details), making traditional keyword targeting obsolete.

Garrett shares real examples: Google Personal Intelligence pulling hoodie purchase data from Gmail to make recommendations, and a study showing LLMs recommend different banks based on persona attributes. His advice: create persona-specific content, test using "search twins" (Gmail accounts populated with ideal customer interests), and track trends over time rather than chasing deterministic rankings.

CHAPTERS

[00:00] - Marketing to an audience of one

[02:01] - What is hyper-personalisation?

[05:48] - Why generic keywords are finished

[07:08] - LLMs already recommend based on personas

[10:43] - How Google Personal Intelligence works

[13:39] - Real test: AI reading Gmail to recommend hoodies

[16:05] - Measuring AI visibility (it's messy)

[18:03] - What Garrett wishes he'd done differently

[20:18] - Whisper Flow for AI-assisted dictation

[22:50] - Marketers to follow: Amanda Natividad and Angela Skane

[24:11] - Create "search twins" to test AI search results

Find more episodes and resources at https://pumpandfunnel.com.

In this episode of The Pump and Funnel Marketing Show, David Bain introduces the Pump and Funnel Marketing Model, a framework that transforms the traditional linear funnel into a self-perpetuating loop. By adding the Lake of Loyalty (a reservoir of happy customers) and the pump (advocacy that drives new awareness), the model treats loyal customers as assets rather than closed transactions.

David extends Google's 3H content model (hero, hub, help) with three additional content types: heart (conversion pages), happy (onboarding), and human (one-to-one advocacy touchpoints), covering every stage from awareness through advocacy. The episode closes with a 90-day implementation plan: audit your content, build the missing pieces, then switch on the traffic.

CHAPTERS

[01:13] - The flaw in the traditional marketing funnel

[02:14] - Introducing the Lake of Loyalty and the pump

[03:35] - What moves people through the funnel? Content

[03:52] - Google's 3H model: hero, hub, and help content

[06:32] - The 6H framework: adding heart, happy, and human content

[07:25] - Heart content: structuring sales pages with why-how-what

[08:42] - Happy content: onboarding that kills buyer's remorse

[09:00] - Human content: turning customers into advocates

[09:46] - How much content do you actually need? Audit first

[10:31] - Matching channels to content types

[11:41] - The 90-day plan: audit, build, then traffic

Download the free Pump and Funnel Quick Start Guide at https://pumpandfunnel.com.