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4X demo-rate from AI referrals
How Definer Brands helped Recotap get cited alongside Demandbase, 6Sense, and Terminus, and turned organic AI search into a direct revenue channel
Definer Brands' AEO and content optimization approach strengthened Recotap's positioning and visibility across AI platforms. We've also seen higher-quality leads as a result, a clear reflection of their strategic impact.
- Ganesh Chithambalam, CEO and Cofounder, Recotap (ABM Martech Platform, USA & India)
3.85%
Demo conversion rate from AI
vs. 1.17% site average
4X
Share of Voice
growth
1% to 4% in one month
4
High-intent demo bookings
in the first 30 days
The Context
The Challenge
Strong product. Yet customer acquisition costs kept climbing
Recotap had a credible, differentiated ABM platform, but struggled with high customer acquisition costs. With paid media as their only lead-generation channel, scaling growth meant very high marketing budgets & lower margins.
Our Approach
Double down on demand generation using AI Search Engines
We set a goal to increase bottom-of-funnel, transactional traffic. The strategy was to strengthen content that captures intent when buyers turn to AI engines for ABM platform recommendations.
The Work
Four moves that changed the trajectory.
Each step was sequenced to build compounding authority, not just short-term traffic.
Step 01 - Restructured the website around ICP needs and Recotap’s strengths
The earlier features section listed capabilities as discrete items with no hierarchy or ownership. Definer Brands consolidated this into 3 core features that Recotap could credibly own, distilled further into 9 sub-capabilities that gave depth without creating noise. What was once 6 loosely defined broad features became a tight, ownable product narrative.
ORIGINAL MENU AND NAVIGATION
REVISED MENU & NAVIGATION
Step 02 - Expanded use cases to reflect actual customer behaviour
Use case pages were scoped entirely to Marketing. Customer interviews and feedback told a different story: Recotap was being used meaningfully across Sales and Customer Success too. Definer Brands revised the use case architecture to reflect that reality, making the product legible to a broader buying committee.
ORIGINAL USE CASES ONLY FOR MARKETING
REVISED USE CASES ACROSS MARKETING, SALES & CS
Step 03 - Published a single, strategically weighed article designed to own the category
The first article was built specifically to position Recotap as the platform for AI-driven personalised LinkedIn ABM that combines multi-party signals to accelerate the sales funnel, the exact language buyers and AI engines were using to describe the category.
Step 04 - Backed the narrative with continued weekly content
After the first article was indexed, Definer Brands continued publishing strategic content every week to reinforce the category narrative, deepen topical authority, and sustain the Share of Voice growth that the first article had unlocked. Consistency turned a single win into a compounding asset.
Key Moment- The day the article indexed, everything changed
On the same day the article was indexed, Arun Patre, co-founder and Business Head of Recotap, confirmed a high-value demo booking. The prospect had found Recotap directly through the article, via AI search. For the first time, Recotap appeared alongside Demandbase, 6Sense, and Terminus in AI-generated recommendations.
Demandbase · 6Sense · Terminus · + Recotap
The Results
Pipeline from organic. 4 high-intent demos in 30 days.
The combination of website restructuring and strategic content created compounding returns, with impact felt in under 60 days.
DEMO CONVERSION RATE
3.85% vs 1.17% site avg.
SHARE OF VOICE GROWTH
1% → 4% in one month
TIME TO FIRST IMPACT
Under 60 days
CONVERTED DEMO BOOKINGS
4 high-intent demos
MENTIONED ALONG CATEGORY GLOBAL LEADERS
Demandbase & 6Sense
LEAD QUALITY IMPACT
High intent, low CAC
Ready to Turn Discovery Into Pipeline?
Let's discuss how we can help you build authority, improve AI search visibility, and accelerate growth.