CXL is the go-to for marketers at leading B2B Companies

TL;DR

What is this cohort about and what am I learning?

AI is changing how people find, engage with, and choose brands they buy from. If you are still doing what you did last year, it's already too late. This cohort gives you the strategy to stay visible, the credibility to get clicked, and the playbook to keep growing organically - no matter how search and content evolves. Walk away with a de-risked content strategy, stronger brand signals, and an unfair advantage in the AI era.

Program overview

The future of organic growth:
Optimize for the way people search today

SESSION 1

Takeaway:

Search isn’t just Google anymore. AI, YouTube, social, and chat interfaces are stealing attention - get your playbook up to date.

Breakdown:

• How AI reshapes content supply, quality standards, and discoverability

• The new rules of TOFU: Why basic info content is now worthless

• Mapping the fragmented search landscape: from TikTok to Perplexity

• Why classic SEO tactics are dying—and what replaces them

Return on Investment:

Walk away with an updated growth strategy that doesn’t rely on Google alone. Immediate wins from reallocating content resources toward durable, AI-ready plays.

Case Studies:

• HubSpot’s traffic drop from generic blog content

• G2’s shift in content strategy post-AI

• Brands being buried by algorithm changes

Exercises:

• SWOT analysis of your current content stack

• Risk analysis: What content is vulnerable in the AI era?

• “Where are you losing visibility?” audit

6 May | 16:00 CET | 2.5 Hours

People buy brands they trust: Make sure that's you

SESSION 2

Takeaway:

In a world drowning in slop content, trust is the filter. All platforms rank credible brands. Users click what (and who) they recognize - make sure that's you.

Breakdown:

• How to earn platform trust: social proof, expertise, and authority signals

• Why founder-led and expert-led content drives outsized returns

• Creating with humans in mind, not just keywords

• How platforms like YouTube and LinkedIn surface “credible” voices

Return on Investment:

More visibility on every platform you use. Higher click-throughs and deeper engagement—because people recognize and trust the source.

Case Studies:

• Chad Sanderson’s impact at Gable

• Alina Vandenberghe’s content at Chili Piper

• Ahrefs’ and Glide’s video SEO dominance

Exercises:

• Map your credibility signals (and where they’re missing)

• SME content planning: Interviews and content strategy

• SEO checklist: Authority signals to bake into every post

6 May | 16:00 CET | 2.5 Hours

Proprietary data:
Your new unfair competitive advantage

SESSION 3

Takeaway:

AI summarizes - it doesn’t invent. If you’re not feeding the ecosystem with new data, you’re just repackaging. Learn how to use it correctly.

Breakdown:

• What counts as “information gain” in the eyes of AI

• How proprietary data becomes a content moat

• The mechanics of data-driven content, from reports to UGC

• Tapping into programmatic SEO the right way

Return on Investment:

Content that gets cited, surfaced, and spread - without relying on backlinks or ads. Long-tail discoverability with zero incremental cost.

Case Studies:

• Vendr’s ROI-driving data assets

• Wynter’s research as marketing

• Creatie and HockeyStack scaling via UGC + pSEO

Exercises:

• Brainstorm 3 original research ideas for your brand

• Audit: What data do you already have that’s underused?

• Identify programmatic SEO and UGC opportunities

6 May | 16:00 CET | 2.5 Hours

Brand & affinity:
Build a B2B brand that stands the fuck out

SESSION 4

Takeaway:

Everyone’s publishing. No one notices or remembers 99% of it. To win, you need brand gravity - pulling attention before people even search. Learn how to build it.

Breakdown:

• How “knownness” drives clicks and conversions

• The psychology behind brand affinity in search and AI

• Surround Sound SEO: being everywhere people look

• Tactics for costly signaling and irrational marketing that sticks

Return on Investment:

Become the obvious choice before the click. Increase organic CTR, search engine favoritism, and share of mind - without spending more on ads.

Case Studies:

• Brands using Surround Sound SEO to dominate category terms

• Examples of "zigging" in creative marketing: IRL stunts, irrational print, etc.

Exercises:

• Surround Sound SEO audit: Are you showing up where it counts?

• Creative brainstorm: What's your irrational marketing move?

• Map your brand’s mental availability across search and social

6 May | 16:00 CET | 2.5 Hours

Alex Birkett

Alex Birkett doesn’t teach theory - he runs growth at fast-moving startups and builds content systems that print revenue. He’s led content and experimentation at HubSpot, ran growth at Omniscient Digital, and now scales SaaS growth at Workato. If you care about content that drives pipeline, not pageviews - this is the guy you learn from.

THE INSTRUCTOR

Why CXL?

• We don’t teach theory and beginner foundations.

• We teach what the top 1% actually do, today.

• Real practitioners. Real frameworks. Real outcomes.

• No outdated playbooks, no filler content.

• You’ll leave with a blueprint, not a brainstorm.

• You can start implementing immediately to see results.

Who is this for?

For marketers who get that organic growth in 2025 requires a new playbook, not just blog posts.

Content leads. SEO pros. Growth marketers. Founders tired of flatlines.

If you're tired of chasing algorithms and ready to build defensible growth - this is for you.

FAQs

How long is the course?

4 live 90-minute sessions over 4weeks. Everything recorded.

What if I miss a session?

Shit happens. You’ll get lifetime access to replays and materials.

Is it beginner friendly?

No. It’s built for marketers who’ve been around the block. We won't be explaining terminology.

Do I get support?

Of course. Live Q&A, cohort Slack, and feedback on exercises.

Is there homework?

Yes. Strategic exercises to implement what you learn. But this is not school. We won't force you to do it.

Need some more convincing?

Listen to this agency founder explain why he trains his team at CXL.

Learn what's working in B2B marketing TODAY