Episode 533 Understanding AI-Powered Lead Generation with Tom Schwab

13 snips

Dec 21, 2025

In this engaging discussion, Tom Schwab, founder of Interview Valet and a podcast marketing guru, shares transformative insights on AI-powered lead generation. He reveals how tools like ChatGPT are reshaping audience discovery and improving lead quality. Discover strategies for optimizing content for AI, using SparkToro for audience insights, and cultivating storytelling techniques that resonate with both humans and bots. Tom emphasizes the importance of clarifying your target clients and preparing intentional topics to attract and retain high-quality leads.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

INSIGHT

AI Is Becoming A Primary Referral Source

AI tools like ChatGPT, Claude, and Perplexity have become Interview Valet's top referral sources.
Leads from AI are more qualified and convert faster than typical SEO traffic.

INSIGHT

AI Traffic Converts Far Better Than SEO

A Cornell study found AI-driven traffic converted nine times better than SEO and users spent much longer with AI before visiting sites.
Longer pre-website engagement means prospects arrive more informed and closer to purchase decisions.

INSIGHT

Human Content Is Fuel For AI Models

AI models prefer human-generated content because training on AI-only data causes quality degradation ('model collapse').
Podcasts and interviews are valuable human content that AIs index and trust.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

Welcome to another can't-miss episode of Build a Better Agency! This week, host Drew McLellan explores a rapidly evolving strategy that has the potential to shake up the way agencies attract leads and position themselves as go-to experts. Joining Drew McLellan is returning guest Tom Schwab of Interview Valet, who brings groundbreaking insights on how artificial intelligence (AI) tools are influencing audience discovery and client acquisition.

In this episode, Tom Schwab pulls back the curtain on how his team has leveraged AI tools like ChatGPT, Claude, and Perplexity to turn them into top referral sources for his business and their clients. He explains the shift he's seen in lead quality, why AI-driven traffic outperforms traditional SEO, and how podcasts—especially guest appearances on third-party platforms—are being indexed as trusted resources by these bots. If you've ever wondered how to ensure your agency shows up as a credible source when prospects turn to AI for recommendations, you'll find tons of applicable guidance here.

Drew McLellan and Tom Schwab also dig into tactical approaches, including how to diversify your podcast and content topics, strengthen your brand's point of view, and make strategic use of storytelling to engage both traditional listeners and AI "audiences." You'll discover tips on optimizing your show notes, leveraging tools like SparkToro to understand audience behaviors, and measuring the true impact of your podcast outreach—ahead of the curve in our search-evolving landscape.

Whether you're a podcast host, a guest on other people's shows, or simply interested in how AI is changing the marketing game, this episode is packed with actionable takeaways for agencies of all sizes. Tune in to hear how you can future-proof your thought leadership strategy and get found by the right prospects, right when they're searching for your expertise.

A big thank you to our podcast's presenting sponsor, White Label IQ. They're an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

What You Will Learn in This Episode:

- Leveraging AI as a modern referral source for agencies
- Optimizing podcast and long-form content for AI indexing
- The growing importance of context, point of view, and clarity in content
- Varying topics and voices to increase authority and reach with AI and audiences
- Using tools like SparkToro to identify where your ideal audience is searching
- Repurposing interviews and resources for maximum impact across channels
- Embracing transparency and specificity to attract high-quality, pre-qualified leads