Positioning Unbounce at the intersection of AI and marketing.
As AI accelerated into the marketing mainstream, marketers needed more than just tools. They needed clarity.
At the same time, Unbounce was evolving beyond its reputation as a landing page and A/B testing platform, introducing AI-powered capabilities and a broader position around Conversion Intelligence.
The brand needed a clear purpose and narrative to reposition Unbounce as an authority in AI optimization and intelligent growth.
The objective was to establish a unifying point of view, align internal leaders around it, and build visible authority at the intersection of AI and marketing.
To move from product recognition to category leadership, the narrative needed structure.
I redefined the company’s purpose, establishing a clear foundation and connecting AI innovation to a broader promise of Conversion Intelligence and performance.
I aligned executive voices around key narrative pillars, activated them across speaking, media, podcasts, and owned content, and introduced brand tracking to measure performance.
Before we could show up as a clear voice in AI marketing, we needed a clearer “why” inside the company. Purpose meant different things to different teams, and it wasn’t consistently guiding decisions.
I led a structured purpose process that balanced three inputs: what motivates us, what we stand for, and what we uniquely deliver. Workshops and breakout sessions helped surface common themes, pressure-test language, and build shared ownership.
After rounds of refinement and internal validation, the new purpose was introduced through focused sessions designed to ensure teams understood not just the statement itself, but how to apply it in practice.
Once defined, the purpose became the lens for how we showed up in market.
We aligned executive voices around distinct facets of the narrative, spanning AI in marketing, performance strategy, product innovation, and practical industry insight.
Partnering with a PR agency, we activated this across bylines, interviews, speaking, and commentary to reinforce a clear position: Unbounce as a leader in Conversion Intelligence.
At the center sat an owned platform designed to go deeper. That platform became Unprompted.
Unprompted: AI, Marketing and You became the anchor of our thought leadership strategy, a long-form podcast exploring AI’s real impact on marketing.
Across ten episodes, we cut through the hype, testing tools, debating ethics, and building practical playbooks.
My team conceived, scripted, and recorded the series in Vancouver, using AI in both its making and marketing.
The season culminated in a live finale recorded on stage at Hotjar’s Hotsauce conference in New York.
I co-hosted three episodes, including the opener and a deeper exploration of ethics and industry change.
Visibility means nothing without association.
Alongside metrics like reach, mentions, sentiment, branded search, and returning visitors, we tracked downstream impact on leads, MQLs, and new trials tied to brand efforts.
More importantly, we monitored how the market talked about us. Using Brand24, we tracked keyword associations to ensure we were expanding beyond landing pages and A/B testing into AI marketing, performance optimization, and intelligent growth.
Some shifts were directly driven by our content. Others emerged over time as the market reflected the narrative we were building.
This wasn’t about short-term lift, but long-term perception.
Thought leadership isn’t about volume. It’s about direction.
By redefining the company’s purpose, aligning executive voices, building an owned platform, and measuring association over time, we shifted how Unbounce showed up in the market. The goal wasn’t to talk more about AI. It was to shape how AI was understood in the context of smarter marketing.
Strong brands think ahead. They define their position, then earn it.
