CHURN.FM
E298 | Why LLM Agents Are Now Your VIP Visitors and How to Optimize for Them
AI Summary
In this episode, Kevin White of Scrunch AI explains how AI‑driven answer engines like ChatGPT are turning large language model agents into a primary audience, prompting marketers to optimize their sites for LLM discovery. He outlines Scrunch’s approach to making brands searchable for bots, shares growth tactics from his time at Segment and Retool—including activation‑first onboarding and scalable white‑glove support—and highlights key churn‑prevention lessons such as fixing leaky buckets and the impact of consistent naming conventions. The discussion blends practical SEO for AI with broader go‑to‑market insights for sustainable growth.
Episode Description
Today on the show, we have Kevin White, Head of Marketing at Scrunch AI, a platform helping brands stay discoverable in the era of AI-powered search. Kevin brings experience from leading go-to-market and marketing teams at Segment, Retool, and Common Room, as well as advising fast-growing startups like Ashby, Deepnote, and Gretel.ai.
In this episode, we explore how the rise of answer engines like ChatGPT and Perplexity is reshaping how people find information online—and what it means for marketers. We discuss how Scrunch helps brands optimize their sites for large language models (LLMs), why bots are becoming the new audience, and how AI-driven search is redefining visibility and discovery.
We also delve into lessons from Segment and Retool on balancing self-serve and enterprise growth, how activation-first onboarding drives retention, and why doing “white-glove at scale” can triple user success.
We wrap up by unpacking Kevin’s biggest learnings on churn and growth—from Reforge’s “don’t fill a leaky bucket” principle to why something as simple as naming conventions can make or break a company’s ability to scale.
Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.
Show Notes
Today on the show, we have Kevin White, Head of Marketing at Scrunch AI, a platform helping brands stay discoverable in the era of AI-powered search. Kevin brings experience from leading go-to-market and marketing teams at Segment, Retool, and Common Room, as well as advising fast-growing startups like Ashby, Deepnote, and Gretel.ai.
In this episode, we explore how the rise of answer engines like ChatGPT and Perplexity is reshaping how people find information online—and what it means for marketers. We discuss how Scrunch helps brands optimize their sites for large language models (LLMs), why bots are becoming the new audience, and how AI-driven search is redefining visibility and discovery.
We also delve into lessons from Segment and Retool on balancing self-serve and enterprise growth, how activation-first onboarding drives retention, and why doing “white-glove at scale” can triple user success.
We wrap up by unpacking Kevin’s biggest learnings on churn and growth—from Reforge’s “don’t fill a leaky bucket” principle to why something as simple as naming conventions can make or break a company’s ability to scale.
Churn FM is sponsored by Vitally, the all-in-one Customer Success Platform.
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