How can challenger brands win discovery, trust, and positioning as generative AI reshapes how buyers find and evaluate solutions?
In this episode of Connect To Market, host Casey Cheshire welcomes Valerie Riley, Vice President of Marketing & Strategy at Unbounce and Co-Host of the Closing Time podcast, to explore how generative engine optimization (GEO) is transforming modern marketing. Valerie explains why GEO is emerging as a defining 2026 trend and how it shifts discovery from traditional search rankings to AI-generated recommendations. She shares why this shift can favor focused challenger brands over large incumbents that have historically dominated through budget and content scale.
She breaks down how marketers can move from buying attention to earning understanding by sharpening positioning, embracing specificity, and creating content that educates rather than shouts. From building credibility through transparent comparisons to activating authentic B2B influencer relationships, Valerie outlines practical ways to increase trust and relevance in AI-driven discovery. She also reflects on internal AI adoption, top-down leadership support, and the discipline required to focus strategy when resources are limited.
In this episode, we cover:
Why GEO is reshaping discovery and favoring challenger brands
How specificity and niche positioning improve AI visibility
Practical strategies for trust-building through education and comparisons
The role of influencer marketing and internal AI adoption in accelerating growth
If you’re a marketing leader looking to compete in an AI-powered landscape while building deeper market trust, Valerie’s approach offers a clear roadmap for sharpening positioning, increasing credibility, and winning in generative search.
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Connect with Valerie:
LinkedIn: https://www.linkedin.com/in/valerie-riley-marketer/
Unbounce: https://unbounce.com/
Closing Time Podcast: https://www.insightly.com/closing-time/
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Connect To Market is produced and sponsored by Ringmaster, on a mission to create connections through branded podcasts. Learn more at https://ringmaster.com/
