Your guide to using ChatGPT to drive inbound leads.
Plus, we breakdown one of Klaviyo's recent marketing campaigns that incorporates email marketing and live events perfectly.
Dearest readers,
As always, a quick reminder — this is Unicorn Status 🦄 brought to you by Codi Marketing the fractional marketing team for B2B SaaS companies.
This week, we are doing something a little different…
Rather than sharing a straight-forward ‘how to’ in the ‘Win at B2B Marketing’ section, we are breaking down a specific marketing campaign by Klaviyo.
This campaign really caught our eye and the good news:
It’s easily replicable for other B2B companies.
And, that’s not all! We’ll be sharing why ChatGPT needs to be on your radar for SEO and how you can use it as a growth channel.
Let’s dive in…
Unicorn Status is a bi-weekly newsletter that covers top start-up news, what’s trending in the world of B2B marketing and finally, something to help you move the needle when it comes to your marketing.
What is New?
🎥 Skype is shutting down after 21 years…
👀 Is Dubai becoming the Silicone Valley of the East?
🥵 More than 50% of Founders experienced burn out last year.
🤖 1/4 of startups in YC’s current cohort have codebases that are almost entirely AI-generated
What’s Trending?
ChatGPT but for sooo many reasons…
Recent data shows that Generative AI (platforms like ChatGPT, Perplexity, and now DeepSeek) is not just transforming search engines but also shifting search behavior. It’s changing the way we phrase search queries and even our intent behind them.
But that’s not all…
It’s becoming a powerful growth channel. We saw this firsthand when a prospect booked a discovery call with us after ChatGPT recommended Codi Marketing.
So, for anyone claiming SEO is dead…
SEO has never been more important.
AI platforms like ChatGPT pull existing information from across the internet and provide a summary for users. This makes having a strong SEO strategy essential for your business to be visible.
A key part of this is your content and keyword strategy.
We know self-promotion can feel awkward, but an effective tactic is creating listicle-style blogs that feature top businesses, or industry leaders, including yourself. For example, look at our Female Marketing Agency Founders or Top 13 Social Media Agencies in The UK by The Social Shepherd (shown below).
You can also track your visibility on AI search platforms — Perplexity and ChatGPT appear under referral traffic, so you can monitor if you're ranking for specific keywords.
Your content strategy shouldn’t need a total overhaul to adapt to AI-driven search, because you should already be thinking about how you can appear on search engines. The principles you apply to rank on Google or Bing are the same principles that will get you to rank on ChatGPT, Perplexity and DeepSeek.
P.S. If you want to learn more about SEO and keyword strategies to help generate leads through generative AI — Codi can help. 🚀
Codi win of the week…
Introducing Alix 👋
Unicorn Status, meet Alix, our new Content Marketing Executive.
Alix joined the team this week and has already been busy helping with content for The B2B Marketing Community and our wonderful clients.
Their expertise in Content Marketing is extensive. Alix has worked in content marketing and SEO for over ten years and recently, completed an MSc in Global Marketing.
Here are some fun facts about Alix…
🐶 They have two rescue dogs, Lex & Jack
👣 They run marathons to raise money for LGBTQ+ & animal charities
🇪🇸 They are learning Spanish (and occasionally Tagalog) in their spare time
Welcome to the team Alix!
Win at B2B marketing…
A deep-dive into a recent Klaviyo marketing campaign.
In our last newsletter, we spoke about how companies were concentrating on owned media channels rather than paid channels.
There are a few reasons for this:
Budget cuts and increased scrutiny
Rising paid ad costs but declining returns
The shift away from ‘growth at all costs’
One company, we’ve seen nail their email marketing and workflows is Klaviyo…(we know, you’d hope so…).
A recent campaign of theirs started with an organic social media post but ended with a low commitment ‘on-demand learning session’.
It was seamless.
Let’s explain…
Step 1:
Prospect sees a top-of-funnel organic social media post, promoting a brand new report called ‘2024 benchmark report’.
Step 2:
Prospect downloads the report and is immediately sent an email asking them to join a ‘Live Learning Session’ called Understand Email Deliverability — a topic that relates perfectly to the report just downloaded.
Step 3:
Prospect is then asked to ‘select their session’ and is offered the choice of 4 dates. This is key because it shows this is not just one live webinar, but there are a series of ‘learning sessions’ that the prospect can join.
Step 4:
If the prospect doesn’t ‘save a spot’ for the live learning session, they are sent another email promoting a success story or blog focused on deliverability.
There are a number of reasons why we love this marketing campaign:
It enters the prospect into a seamless funnel experience — leading them from social media to email to eventually a live webinar
The idea of hosting multiple ‘live sessions’ makes the experience feel personalised and somewhat bespoke, adjusting to the prospects busy diary
Promoting a live session rather than a demo or free trial after downloading a report is a much softer touch between Marketing and Sales — it’s a lower-intent action.
Encouraging the prospect to join a live session makes a lot more sense, because:
The live session is linked to a pain point they’ve already signaled
It provides them with a great experience that will build trust
It gets your BDR/SDRs in front of prospects faster without feeling ‘salesy’.
These live sessions could still involve a discovery call, they’re just presented to the prospect differently and in a more ‘considerate’ way.
Create a better experience whilst qualifying leads effectively.
It’s a win, win?
Is hosting an exclusive event part of your 2025 marketing plan? If so, Codi can help.
We’ve organised a range of events for our clients. From small intimate breakfasts to booths and speaking slots at large conferences — we’ve got you covered.
That’s all for this week!
Team Codi x