Repspark: How AI Changed the Playbook and How Intelligent Conversations Brought It Back

Repspark: How AI Changed the Playbook and How Intelligent Conversations Brought It Back

Lior Mechlovich
|
5 min read
|
November 18, 2025
Context

Tim McLain, Director of Marketing at RepSpark, has led growth at multiple B2B SaaS companies. RepSpark is the industry-leading wholesale B2B e-commerce platform, serving over 250 brands and headquartered in Anaheim, California. 

In the last few years, he’s watched the rules of B2B marketing change in real time. AI has rewritten how buyers research, evaluate, and decide.

Traffic from Google was declining. Buyers were turning to ChatGPT, Perplexity, and other LLMs for recommendations instead.
The old growth tactics like forms, gated PDFs, and SEO blogs were no longer enough to stand out.

“The playbook was changing in front of our eyes. The tactics we relied on were losing power, and I wanted to find a smarter, more human way to engage. Something intelligent that would actually serve our buyers.”

McLain wasn’t looking for a chatbot. He wanted an intelligent system that could deliver intelligent conversations to buyers and give his team visibility into what actually drives trust, engagement, and conversion in this new AI-first landscape.

The Challenge
  • RepSpark had optimized heavily for Google, but buyers were now researching inside LLMs instead of traditional search.

  • SEO best practices that worked for years were delivering diminishing returns as buyer behavior shifted.

  • Static pages and traditional chatbots couldn’t handle nuanced, technical questions from modern B2B buyers.

  • The marketing team had zero visibility into what AI systems were saying about them, how often they appeared, or where competitors showed up first.
    ‍

They didn’t need more automation. They needed intelligence that could meet buyers where they actually were.

‍

“We didn’t need a faster chat tool. We needed intelligence. Something that gives buyers real answers and shows us what’s missing.”

‍

The Solution: Intelligent Conversations + AI Visibility

While helping a vendor, McLain came across Salespeak embedded on another company’s website.
Within minutes of testing it, he realized it wasn’t a chatbot. It was an intelligent conversation layer that could represent the brand with founder-level expertise and learn from every interaction.

“I saw it live, started asking questions, and instantly knew this wasn’t scripted automation. This was a system that actually understood the product.”

He signed up immediately and uploaded RepSpark’s marketing assets: product docs, sales collateral, webinar transcripts, and FAQs. Tim expected it could take days to train the system. Instead, within 20 minutes, he had intelligent, brand-aligned conversations live on the site.

Shortly after, Salespeak’s LLM Optimization view opened an entirely new window into buyer research. For the first time, the team could see how often RepSpark appeared in AI search results and what questions prospects were asking before ever landing on the website.

“We finally had visibility into the invisible. I could see how we showed up in ChatGPT and what we needed to improve.”

Using these insights, the team began creating new pillar pages that directly answered buyer questions surfaced by Salespeak’s data. Within six weeks, Repspark’s visibility in AI search grew from 6.5% to 23%, a shift that would have taken 18 months or more to achieve through traditional SEO.

Results That Compounded
  • An additional 20–30 meaningful buyer interactions per week

  • 50% of visitors enriched with company identification

  • +17% increase in LLM visibility (6.5% → 23%) in just six weeks

  • Instant setup (<30 minutes) and live results the same day

  • New weekly insight loops revealing content gaps, competitor mentions, and conversion triggers

“It’s the first thing I open every morning. It’s like having a BDR who knows your product inside out, running 24/7 and teaching you what to fix.”

‍

Impact

Salespeak didn’t just add automation. It gave Repspark a new intelligence infrastructure for modern marketing that connects how humans and machines understand the brand.

Every interaction now feeds a continuous feedback loop between buyer intent, website experience, and AI visibility.
Repspark doesn’t just respond to AI, they shape it.

“What I love about Salespeak is the breadth of intelligence it gives us. The inbound AI agent engages, qualifies, and handles buyers on our site with expert-level accuracy. The LLM Optimizer gives us visibility into how AI systems talk about us long before buyers ever show up. We finally know what buyers ask, what’s missing, and what to fix next. That’s not automation, that’s intelligent growth.”

And McLain’s favorite part? The product’s accessibility. He discovered Salespeak, set it up, and saw results entirely on his own! No demo, no onboarding, no hand-holding.

“I love that I could just try it myself. No forms, no calls, no pressure. It took me half an hour to get it live, and it worked immediately. I tell everyone: just put it on your site and see what happens. You’ll get value before you even talk to anyone.”

‍

At a Glance
LLM Visibility
6.5% → 23% in 6 weeks
Buyer Interactions
20–30 per week
Company Enrichment
~50% identified
Setup Time
<30 minutes
Time to First Value
Instant