EP 129: Unbounce's VP Of Marketing Explains What Actually Wins AI Search Visibility Now
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Who is Val Riley and how did she become VP of Marketing at Unbounce and Insightly?
So you're the VP of marketing and strategy at Unbound.
Yeah, so I'm one of those odd people who actually majored in advertising and marketing in college. Found a home in uh SAS, in uh tech marketing in general and specifically SAS. I was actually got some gray hairs on my head. I've been around since SAS was really born, which is really exciting now to see what AI is doing to the software market.
Val Riley, welcome to the show.
So excited to be here. Thanks for having me.
Um, so why don't we s so you're the VP of marketing and strategy at Unbounce, aren't you? Why don't you start by giving a little bit of an introduction to yourself and talking to us about how you uh how you kind of arrived here today um in your current position?
Yeah. So I'm one of those odd people who actually majored in advertising and marketing in college, knew what I wanted to do the whole way, and um started out my career primarily in content marketing. It's my first love. I've always been a lover of the written word. Um And found a home in uh SaaS, in uh tech marketing in general and specifically SaaS. Uh I was actually got some gray hairs on my head. I've been around since SaaS was really born, and um which is really exciting now to see what AI is doing to the software market is what software as a service did to the the software market previously. So I feel like I'm hitting like a second iteration. Um but I've always been in SaaS marketing and um The I worked for Insightly CRM, which huge competitive space, the CRM space, and Insightly was acquired by Unbounce uh about two years ago and then at that point got put into the head of marketing seat for the combined organization.
And that's where I am today.
Excellent. So so what does unbounce do then? What do you explain, um explain to us about uh yeah, what what the what the proposition there is?
Absolutely. And I sort of feel like I have a split personality because while Unbounce acquired in Sightly CRM, the organizations were about the same size. And we basically have two products that we market in tandem. And it's a lot of context switching because Unbounce, many of your listeners may have heard of, it is the category leading landing page builder. really unbounce invented the landing page category and has always been at the forefront of the latest in innovations in landing pages. We sell primarily to marketers, marketing agencies, and we just give them the ability to launch campaigns so much faster and just get something into market really quick. Um, and so that's the value prop and the market for unbounce.
And then on the Insightly side of the business, a lot of context switching here because Insightly is very much a challenger brand in the CRM space. So when we're working on Unbounce, you know, we're the big cheese. When we're working on Insightly, you know, we're the we're the Goli um the David to the Goliath, right? So we're just fighting for market share and fighting for um attention in the category. But Insightly is a a full sales oriented CRM and it also has modules for marketing automation and service and some a middleware component. So it's really a full feature CRM for your company. And there, of course, the ICP is sales leaders, CEOs, COOs, RevOps folks. Those are the types of people we like to talk to on that side of the business.
So you said um content marketing is your first love, which um I I really like. So I assume um at Unbounce it lead gen, you know, lead gen is a big part of of of what you do. And and you're talking to quite senior people, aren't you, that are very, very busy. They're not they're not gonna have an awful lot of time to consume content. I suppose um at quite a macro level, you know, what in twenty twenty six, what's working, you know, what's cutting through when it comes to kind of Content marketing because There's never been more content, has there? And we'll dive into AI later on. But you know, AI means there's hundreds times more content than there's ever been and people have got less attention than they've ever had before.
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Chapters
8 chapters
1
Who is Val Riley and how did she become VP of Marketing at Unbounce and Insightly?
0:00–6:45
2
What strategies are currently winning AI search visibility for SaaS marketers?
6:45–12:25
3
How can marketers effectively use Reddit and niche forums for AI‑driven SEO?
12:25–18:25
4
Why does high‑quality, audience‑focused content still beat AI‑generated volume?
18:25–24:43
5
How does publishing proprietary research boost AI citations and PR coverage?
24:43–30:36
6
What lessons did the messy direct‑mail campaigns teach about creative outreach?
30:36–36:23
7
How did removing one line from a signup form quadruple trial sign‑ups?
36:23–42:11
8
What tools and metrics should marketers use to benchmark AI‑search visibility?
42:11–46:55
Speakers
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