Winning the Next Channel: How to Build Visibility & Demand in LLMs
Houston and Michael will spend an hour deep-diving into how LLMs are reshaping buyer discovery and what companies must do now to protect and grow their visibility, citations, and influence in AI-generated answers. They’ll share how leading companies are adapting, why this channel matters even as growth rates slow, and why early movers gain advantages.
A few discrete topics that Houston and Michael will cover include:
- Why LLM visibility matters across every channel, from SEO to sales to brand reputation
- What we’re seeing across the Relay client base: rising LLM-driven awareness, emerging lead volume, and shifting buyer behavior
- How to identify and organize “prompts” (the LLM equivalent of keywords), and why understanding query fanouts is critical
- How to decide which prompts, topics, and buyer-journey stages to monitor, and how to narrow thousands of possibilities to the 10–20 that truly matter
- How to track yourself and competitors using both manual methods and AI monitoring tools
- How to influence LLM outcomes through content, outreach, and intelligent optimization—without falling for the noise or bad advice circulating in the market
The goal is for you to leave the session with a clear, actionable roadmap for measuring and improving your visibility in LLM search, while avoiding wasted effort and focusing on the tactics that genuinely influence results.
Houston Neal and Michael Koploy are senior marketing strategists and co-founders of Relay Insights, bringing more than 35 years of combined experience in B2B SaaS. They’ve held VP-level marketing and product roles, and have advised dozens of fast-scaling technology and travel companies on content strategy, SEO, CRO, analytics, and go-to-market performance.
Since launching Relay in 2020, Houston and Michael have partnered with high-growth businesses and private equity firms to accelerate pipeline, optimize performance, and build high-functioning marketing teams. Known for blending strategic insight with hands-on execution and drawing on prior leadership experience at Software Advice (acquired by Gartner), they have a proven track record of turning digital marketing opportunities into measurable, sustained results.
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