Growth Strategy in the AI Search Era with Nick Lafferty, Profound

What does it actually take to build a go-to-market strategy for a category that barely existed 18 months ago?In this episode of The Growth Leaders Series, Charlie Marchant sits down with Nick Lafferty, Founding Marketing Engineer at Profound, the AI Search tracking platform helping major brands understand how they show up in ChatGPT, Gemini, Perplexity, and other LLMs.Nick brings serious growth experience to this role. Before Profound, he drove millions in B2B SaaS pipeline at Loom and Mailgun, then spent two years running a solo consulting agency before joining Profound. In this episode, Nick Lafferty covers:Why velocity is a moat in AI SearchWhat a modern, lean marketing team actually looks like, why Nick hires for a generative marketer mindset, and his advice for showcasing this online The growth strategy behind Profound, centred on sharing data and insightsThe go-to-market motion behind Profound's Zero Click events, scaling from 400 to 800+ attendees across New York and LondonThe layered mentality around AI Search for different business sizesWhy FAQ content and FAQ schema is the lowest-hanging fruit most big brands are leaving on the tableHow to make the internal case for AI Search investment when leadership is still thinking in Google termsThe career advice he'd send back to his first dayRead the full show notes: https://exposureninja.com/podcast/growth-leader-series-nick-lafferty/Follow Nick Lafferty on LinkedIn: https://www.linkedin.com/in/nicklafferty/New episode launches every Wednesday throughout June 2026, so stay tuned to hear from growth leaders from leading brands like McKinsey and Company, Wise, and AirOps! Book a consultation to get a live review of your website and marketing 👉⁠https://exposureninja.com/review/⁠