TL;DR: B2B buyers complete 61% of their evaluation before contacting sales. The vendor they favour at that point wins 80% of deals. SEO ensures you are discoverable in search. GEO ensures you are cited in AI-generated answers. Together, they put your brand on shortlists before buyers even know your sales team exists.
The maths of B2B pipeline has quietly changed.
Buyers now complete 61% of their evaluation before contacting sales. Half start their research in AI tools like ChatGPT, not Google. And the vendor they favour at that point wins 80% of deals.
This is not a problem. It is an opportunity.
The organisations that build visibility across both search and AI systems are getting on shortlists earlier, shaping evaluation criteria, and winning deals before competitors even know they are in the running.
SEO and GEO are how you get there.
Where B2B buyers actually research now
Let us be specific about where the opportunity lies.
| Shift | The opportunity for B2B vendors | Source |
| 50% of B2B buyers start research in AI chatbots, not Google | Be visible in both channels and reach buyers earlier | G2, August 2025 |
| 87% say AI chatbots are changing how they research vendors | Shape how AI describes your category and solutions | G2, August 2025 |
| 70% of enterprise queries will shift to generative engines by 2025 | Early movers in GEO gain compounding advantage | Gartner, 2025 |
| Buyers complete 61% of their journey before contacting sales | Win the shortlist through content, not cold outreach | 6sense, 2025 |
| The pre-contact favourite wins 80% of deals | Get on the shortlist early and stay there | 6sense, 2025 |
| Perplexity converts 7x better than Google traffic | AI-referred visitors arrive pre-qualified and ready to buy | Microsoft Clarity, 2025 |
The implication is clear. Being found in Google remains essential. Being cited in AI-generated answers is now equally important. The brands that do both are reaching buyers earlier, with higher intent, at lower cost.
“By the time a vendor reaches out, we’re already deep into the evaluation stage and AI has accelerated these efforts. At that stage, we’re looking for proof.” – Toby Carrington, Chief Business Officer, Seismic
The buying committee has changed too
It is not just where buyers research. It is who researches.
| Buyer characteristic | 2020 | 2025 | Implication |
| Average buying group size | 6.8 stakeholders | 8.2 stakeholders | More people to convince, more content needed |
| Millennials and Gen Z share of B2B buyers | 64% | 71% | Digital-native expectations are the default |
| Buyers who prefer rep-free experience | 33% | 75% | Self-service content is now mandatory |
| Channels used per buying journey | 5 | 10 | Omnichannel visibility is not optional |
| Time spent with any one sales rep | 17% | 5% | Content does the heavy lifting |
The modern B2B buyer does not want to be sold to. They want to self-qualify, self-educate, and arrive at a decision before your sales team knows they exist.
Your job is to be visible, credible, and extractable in the places where that self-directed research happens.
SEO for B2B: How buyers find your category
SEO is the foundation. It ensures your brand appears when buyers search for solutions, comparisons, and answers to problems you solve.
For B2B organisations, that means appearing when someone searches:
Sustainability and ESG:
- “CSRD compliance software”
- “Scope 3 emissions reporting requirements”
- “sustainability reporting platform comparison”
- “double materiality assessment tools”
Digital trust and security:
- “enterprise identity verification solutions”
- “zero trust architecture implementation”
- “SOC 2 compliance software”
- “data governance platform comparison”
Technology and innovation:
- “AI implementation consulting”
- “digital transformation services [industry]”
- “enterprise software integration”
- “technology procurement best practices”
Professional services:
- “management consulting firms [specialism]”
- “legal tech solutions for compliance”
- “HR technology platforms comparison”
Only 27% of marketing professionals report that organic search is their primary source for lead generation. Yet organic search drives 37% faster growth in marketing-qualified leads than paid ads alone.
The disconnect is clear. Many B2B marketers undervalue SEO precisely when it matters most.
What B2B SEO actually involves
| SEO element | B2B application | Pipeline impact |
| Keyword strategy | Map to buyer journey stages, not just product features | Captures buyers at problem-aware, not just solution-aware |
| Technical health | Fast, mobile-friendly, crawlable pages that work for enterprise buyers on the move | Reduces friction when buyers validate you via search |
| Content structure | Clear headings, scannable sections, answer-first formatting | Makes content extractable for AI systems |
| Internal linking | Connect thought leadership to commercial pages | Guides buyers from education to evaluation |
| E-E-A-T signals | Author credentials, research citations, methodology transparency | Builds trust with risk-averse enterprise buyers |
| Schema markup | Organisation, Product, FAQ, HowTo structured data | Enables rich snippets and AI extraction |
The E-E-A-T imperative for B2B
Google’s E-E-A-T framework (Experience, Expertise, Authority, Trust) matters more in B2B than almost anywhere else. Your buyers are making high-stakes decisions with career implications. They need to trust your expertise before they will trust your product.
E-E-A-T signals for different B2B sectors:
| Sector | Experience signals | Expertise signals | Authority signals | Trust signals |
| Sustainability/ESG | Client implementation stories, emissions reduction case studies | Certified consultants, CSRD/ISSB expertise | Regulatory body partnerships, industry association memberships | Audit trail transparency, third-party verification |
| Technology | Deployment case studies, integration documentation | Technical certifications, engineering credentials | Analyst recognition (Gartner, Forrester), patent portfolio | Security certifications (SOC 2, ISO 27001), uptime SLAs |
| Professional services | Project portfolios, client outcomes | Partner credentials, industry specialisms | Awards, rankings, media citations | Professional body memberships, insurance, regulatory compliance |
| Digital trust | Implementation track record, incident response history | Security certifications, compliance expertise | Regulatory relationships, standards body participation | Independent audits, penetration test results |
The job is making this credibility visible to search engines and AI systems, not just human readers.
GEO for B2B: How buyers choose your shortlist
GEO (Generative Engine Optimisation) is about being cited, mentioned, and recommended when buyers ask AI tools for vendor recommendations.
In B2B, that shows up when someone prompts:
- “What are the best CSRD compliance platforms for mid-sized companies?”
- “Compare Salesforce vs HubSpot for B2B SaaS with $5M ARR”
- “Which consultancies specialise in digital transformation for financial services?”
- “What should I include in an RFP for sustainability reporting software?”
If the AI gives an answer and your brand is not mentioned, you are not on the shortlist. And the pre-contact favourite wins 80% of deals.
Why GEO matters now for B2B
| Statistic | Source | What it means for B2B vendors |
| 89% of B2B buyers use generative AI tools in their purchase process | Forrester, 2025 | AI is not emerging. It is dominant. |
| 94% of B2B buyers now use LLMs during buying | 6sense, 2025 | Your competitors are being evaluated in AI right now |
| Perplexity converts 7x better than Google | Microsoft Clarity, 2025 | AI-referred traffic is higher intent |
| ChatGPT includes brands in only 26% of responses | XFunnel, 2025 | Most AI answers do not mention any brand |
| 42% of large enterprises depend on AI for vendor discovery | Responsive, 2025 | Enterprise buyers are already there |
| AI-native platforms are now the second most common source for qualified leads (34%) | 10Fold, 2025 | AI visibility is a lead gen channel |
The maths is uncomfortable. If ChatGPT only mentions brands in 26% of responses, and your brand is not one of them, you are invisible three-quarters of the time.
What makes content AI-citable?
AI systems prefer content that is structured, clear, and extractable. They pull from:
| Content format | AI preference | B2B application |
| FAQ pages with schema | High | Answer common procurement questions directly |
| Comparison tables | High | “Product A vs Product B” formatted for extraction |
| Definition pages | High | “What is [concept]” with clear, authoritative answers |
| How-to guides with steps | High | Implementation guides, compliance checklists |
| Data tables with sources | High | Benchmarks, statistics, research findings |
| Long-form prose without structure | Low | Beautiful writing that AI cannot parse |
| PDFs and gated content | Very low | AI cannot read your whitepapers |
Key insight: If your best content is locked behind a form or buried in a PDF, AI systems cannot cite it. Your competitors’ ungated content will be recommended instead.
The B2B pipeline funnel: Where SEO and GEO connect
The B2B buying journey does not operate in neat stages, but visibility requirements change as buyers progress.
| Funnel stage | Buyer behaviour | SEO role | GEO role |
| Problem identification | Recognising a challenge exists, researching causes | Rank for problem-aware queries (“why is our Scope 3 data incomplete”) | Be cited when buyers ask AI “what causes [problem]” |
| Solution exploration | Understanding solution categories, building requirements | Rank for category queries (“sustainability reporting software features”) | Be mentioned in AI answers about solution types |
| Requirements building | Defining evaluation criteria, creating RFPs | Rank for comparison and checklist content | Be cited in AI-generated RFP templates and criteria lists |
| Supplier selection | Evaluating specific vendors, building shortlists | Rank for branded and competitive queries | Be recommended when buyers ask “best [category] vendors” |
| Validation | Testing shortlisted vendors, seeking proof | Rank for case studies, testimonials, technical documentation | Be cited in AI responses about vendor credibility |
Problem identification stage
At this stage, buyers are not looking for vendors. They are looking for explanations.
SEO focus: Rank for problem-aware queries that do not mention solutions.
- “Why are our sustainability reports being rejected”
- “What is causing our customer churn”
- “How do other companies manage [challenge]”
GEO focus: Be cited when buyers ask AI to explain problems.
- Structured content that defines challenges clearly
- Data that quantifies problem severity
- Frameworks that help buyers diagnose their situation
Example for sustainability vendors:
The buyer searches “what is double materiality” or asks ChatGPT “explain CSRD requirements for UK companies.”
If your content clearly defines double materiality, explains the inside-out and outside-in perspectives, and provides a simple framework, AI will cite you as an authority. That buyer now associates your brand with expertise before they have even started vendor evaluation.
Solution exploration stage
Buyers are now building mental models of what solutions exist.
SEO focus: Rank for category queries and educational content.
- “Types of sustainability reporting software”
- “How to choose a digital transformation partner”
- “What to look for in [category]”
GEO focus: Be included when AI explains solution categories.
- Clear descriptions of what your category does
- Comparison content that positions your approach
- Educational content that AI can reference
Requirements building stage
This is where deals are won or lost. Buyers are building RFPs and evaluation criteria.
SEO focus: Rank for comparison and specification content.
- “CSRD software comparison”
- “RFP template for [category]”
- “[Product A] vs [Product B]”
GEO focus: Be cited when buyers ask AI to help build requirements.
- Detailed feature lists in extractable format
- Compliance checklists AI can reference
- Evaluation frameworks buyers can adapt
The hidden opportunity: 50% of B2B buyers issue formal RFPs when price pressure is high. If AI helps write those RFPs, and your content shapes the criteria, you have already won.
Supplier selection stage
Buyers are building shortlists and making recommendations to stakeholders.
SEO focus: Rank for branded queries and comparison content.
- “[Your brand] reviews”
- “[Your brand] vs [competitor]”
- “[Your brand] pricing”
GEO focus: Be recommended when buyers ask for vendor lists.
- Clear positioning that AI can summarise
- Differentiation that AI can articulate
- Social proof that AI can cite
Validation stage
Buyers are testing their assumptions and building internal consensus.
SEO focus: Rank for proof-oriented content.
- Case studies with named clients and specific outcomes
- Technical documentation and integration guides
- Third-party validation (analyst reports, reviews)
GEO focus: Be cited when buyers ask about vendor credibility.
- Structured case studies with extractable outcomes
- Clear methodology explanations
- Trust signals in parseable format
The overlap is the point: Same foundations, two delivery mechanisms
Most GEO gains come from doing strong SEO fundamentals, then making content easier for AI to extract.
| Foundation element | SEO outcome | GEO outcome | B2B example |
| Technical health | Crawlable, fast, accessible pages | AI can parse and render content reliably | Sub-3-second load times for enterprise buyers on slow corporate networks |
| Structure | Clear headings, scannable sections | Answer-first blocks AI can extract cleanly | FAQ schema on pricing page answers “how much does [product] cost” |
| Entity clarity | Who you serve, what you do, where | AI knows your scope, services, and coverage | Clear market positioning in structured format |
| Trust signals | E-E-A-T for rankings | AI cites you confidently as authoritative source | Named authors with credentials, methodology transparency |
| Original data | Differentiated content that ranks | Unique insights AI cannot find elsewhere | Proprietary research, benchmarks, industry analysis |
This is not two separate strategies. It is one strategy with two delivery mechanisms.
Sector-specific playbooks
Different B2B sectors face different visibility challenges. Here are focused approaches for sustainability, technology, and professional services.
Sustainability and ESG
The sustainability reporting landscape is complex and fast-moving. CSRD, ISSB, double materiality, Scope 3: buyers are overwhelmed and looking for clarity.
Key search themes:
| Theme | Example queries | Content approach |
| Regulatory compliance | “CSRD requirements 2026”, “who needs to report under CSRD” | Timeline pages, threshold calculators, compliance checklists |
| Methodology | “how to calculate Scope 3 emissions”, “double materiality assessment process” | Step-by-step guides, methodology explainers |
| Comparison | “CSRD vs ISSB”, “best sustainability reporting software” | Comparison tables, evaluation frameworks |
| Implementation | “CSRD implementation timeline”, “sustainability reporting best practices” | Case studies, implementation guides |
GEO opportunity:
When a procurement lead asks ChatGPT “what should I include in an RFP for sustainability reporting software,” the AI will cite vendors whose content clearly defines evaluation criteria. If your website has a structured “How to Choose Sustainability Reporting Software” page with extractable criteria, you shape the RFP.
Content structure example:
H1: How to Choose CSRD Compliance Software in 2026
Answer-first (50 words): CSRD compliance software should support double
materiality assessment, automate data collection across Scope 1, 2, and 3,
integrate with existing ERP systems, and generate reports aligned with ESRS
standards. Key evaluation criteria include regulatory update frequency,
audit trail capabilities, and third-party assurance support.
H2: Essential features for CSRD compliance
[Structured table with features, requirements, questions to ask vendors]
H2: Questions to include in your RFP
[Numbered list that AI can extract directly]
H2: Common implementation mistakes to avoid
[FAQ schema for AI extraction]
Technology and digital transformation
Technology buyers are sophisticated and sceptical. They have seen too many failed implementations and overpromised solutions.
Key search themes:
| Theme | Example queries | Content approach |
| Problem diagnosis | “why digital transformations fail”, “signs you need [solution]” | Diagnostic frameworks, assessment tools |
| Vendor evaluation | “how to choose [technology category]”, “[Product A] vs [Product B]” | Comparison guides, evaluation matrices |
| Implementation | “how long does [implementation] take”, “what resources are needed” | Timeline guides, resource calculators |
| Proof | “[vendor] case studies”, “[technology] ROI” | Named case studies, ROI calculators |
GEO opportunity:
Technology buyers increasingly ask AI for vendor shortlists with specific criteria. “Give me three CRM solutions for a hospital that work on iPads” is the new normal. If your content clearly defines your target market, technical requirements, and differentiators, AI can recommend you to precisely qualified buyers.
Trust signal priorities:
- Technical certifications and security credentials
- Integration documentation (AI reads this for compatibility questions)
- Named case studies with specific metrics
- Analyst recognition (Gartner, Forrester) mentioned in extractable format
Professional services
Professional services face a unique challenge: your product is your people, and people are hard to SEO.
Key search themes:
| Theme | Example queries | Content approach |
| Specialism discovery | “consultancies specialising in [industry/problem]”, “best [service] firms for [sector]” | Sector pages, specialism positioning |
| Methodology | “how do consultants approach [problem]”, “what to expect from [service]” | Methodology explainers, process descriptions |
| Selection | “how to choose a consulting firm”, “RFP for [service]” | Evaluation guides, selection criteria |
| Proof | “[firm] reviews”, “[firm] case studies” | Case studies, client testimonials |
GEO opportunity:
Professional services firms have traditionally relied on relationships and reputation. But when buyers ask AI “which consultancies specialise in digital transformation for financial services,” only firms with clear, extractable positioning will be recommended.
Content structure priorities:
- Clear sector and specialism pages (not just generic “industries we serve”)
- Named partner profiles with credentials and thought leadership
- Case studies with extractable outcomes (not narrative-heavy PDFs)
- Point-of-view content that AI can cite as expertise
Thought leadership as visibility infrastructure
In B2B, thought leadership is not a nice-to-have. It is visibility infrastructure.
| Thought leadership statistic | Source | Implication |
| 96% of B2B marketers create thought leadership content | CMI, 2025 | Everyone does it. Differentiation requires excellence. |
| 94% of marketers say building trust is the most important factor for B2B brand success | LinkedIn, 2025 | Trust comes from demonstrated expertise, not claims |
| 70% of buyers say thought leadership helps multiple stakeholders align on key issues | Momentum ITSMA, 2025 | Thought leadership builds internal consensus |
| 59% of buyers have seen almost identical thought leadership from at least two providers | Momentum ITSMA, 2025 | Generic content does not differentiate |
| Top performers are nearly 4x more likely to report very high marketing ROI | TopRank/Ascend2, 2025 | Quality thought leadership drives measurable results |
What makes thought leadership citable:
| Element | SEO value | GEO value |
| Original research | Unique content that attracts links | Data AI cannot find elsewhere |
| Named authors with credentials | E-E-A-T signals | Trust signals for AI citation |
| Clear frameworks and models | Shareable, linkable assets | Extractable mental models |
| Specific, quantified insights | Concrete claims rank better | AI prefers specificity |
| Contrarian perspectives | Differentiation in search | Memorable positions AI surfaces |
The ungated content imperative: If your best thinking is locked behind a form, AI cannot read it. Your competitors’ freely available insights will be cited instead. Gate the download, not the insight.
Measuring what matters: B2B visibility metrics
Traditional B2B marketing metrics are becoming unreliable. Here is what to track instead.
| Old metric | New metric | Why it matters |
| Website traffic | Conversion rate by source and intent | Quality over quantity |
| Keyword rankings | Featured snippet and AI citation visibility | Visibility without clicks |
| MQLs | SQL conversion rate | Lead quality over volume |
| Content downloads | Content-to-pipeline attribution | Real revenue impact |
| Social engagement | Branded search volume | Actual awareness, not vanity |
| CPL (cost per lead) | Cost per qualified opportunity | True efficiency |
AI visibility tracking:
| Signal | How to track | Target |
| AI mentions | Prompt monitoring tools (Siftly, Knowatoa, Relixir) | Mentioned in 50%+ of relevant prompts |
| Citation frequency | Track when AI cites your content vs competitors | Increasing share of citations |
| Brand in AI shortlists | Test “best [category] vendors” prompts regularly | Consistently included |
| Competitor monitoring | Track competitor AI visibility | Parity or advantage |
B2B conversion benchmarks:
| Metric | Poor | Average | Good | Excellent |
| Website visitor to lead | <1% | 1-2% | 2-3% | 4%+ |
| Lead to MQL | <20% | 20-30% | 31-40% | 40%+ |
| MQL to SQL | <10% | 10-13% | 14-20% | 20%+ |
| SQL to opportunity | <30% | 30-45% | 46-59% | 60%+ |
| Organic traffic share | <30% | 30-40% | 41-50% | 51%+ |
| Revenue from organic | <20% | 20-30% | 31-40% | 41%+ |
Practical fixes for B2B pipeline visibility
If you have limited time, here is where to start.
1. Audit your AI visibility today
Before optimising, understand where you stand.
Do this now:
- Ask ChatGPT “what are the best [your category] vendors for [your target market]”
- Ask Perplexity the same question
- Note whether you are mentioned, and how you are described
- Repeat for your top 5 competitors
If you are not mentioned and competitors are, you have a visibility gap that is costing you pipeline.
2. Ungate your best thinking
Your whitepapers and gated guides are invisible to AI. Consider:
- Publishing the key insights on your website (gate the full download, not the insight)
- Creating ungated summary pages with extractable data
- Turning PDF content into structured web pages
3. Add answer-first content to high-intent pages
On your product, pricing, and comparison pages:
- Add a 50-word answer-first summary at the top
- Include FAQ schema for common questions
- Structure features and benefits in extractable tables
Example structure:
H1: [Product Name] Pricing
Answer-first (50 words): [Product] pricing starts at [£X] per month for
[tier], scaling to [£Y] for enterprise with [key features]. All plans
include [core features]. Enterprise pricing is customised based on
[factors]. Free trial available for [duration].
H2: Pricing tiers
[Structured comparison table]
H2: What’s included at each level
[Feature matrix in table format]
H2: Frequently asked questions about pricing
[FAQ schema with common objections addressed]
4. Build comparison content your competitors lack
Buyers search for “[Product A] vs [Product B]” comparisons. If you do not create this content, review sites and competitors will.
Create:
- Direct comparison pages against top 3 competitors
- Category comparison content (“best [category] for [use case]”)
- Evaluation frameworks buyers can use
5. Structure case studies for extraction
Move from narrative case studies to extractable outcomes.
Instead of: “We partnered with [client] on their digital transformation journey, working closely with stakeholders to understand their unique challenges…”
Try:
Client: [Named company]
Industry: [Sector]
Challenge: [Specific problem in one sentence]
Solution: [What you did in one sentence]
Results:
– [Specific metric] improvement in [outcome]
– [Specific metric] reduction in [cost/time]
– [Specific metric] increase in [revenue/efficiency]
Timeline: [Duration]
AI can extract and cite structured outcomes. It struggles with narrative prose.
6. Create sector-specific landing pages
Generic “industries we serve” pages do not rank or get cited. Create dedicated pages for each target sector with:
- Sector-specific challenges and language
- Relevant case studies and social proof
- FAQ content addressing sector-specific concerns
- Clear CTA for sector-relevant next step
Common mistakes B2B organisations make
Mistake 1: Treating content as a marketing cost, not revenue infrastructure
Content drives 76% of B2B marketers’ demand and lead generation. Yet many organisations underinvest in the content that buyers actually consume during evaluation.
Mistake 2: Gating everything valuable
AI cannot read your gated PDFs. Neither can search engines. Your competitors’ ungated content will be discovered, ranked, and cited instead.
Mistake 3: Optimising for Google while ignoring AI
If you rank well but are not structured for AI extraction, half your potential buyers cannot find you.
Mistake 4: Generic positioning
AI recommends vendors with clear, specific positioning. “We help enterprises transform” is invisible. “We help mid-market financial services firms implement CSRD compliance” is citable.
Mistake 5: Measuring vanity metrics
Traffic and rankings mean nothing if they do not convert to pipeline. Measure what matters: qualified opportunities from organic sources.
Mistake 6: Ignoring the buying committee
Content that speaks only to one persona misses the 7+ stakeholders now involved in B2B decisions. Create content for technical evaluators, financial approvers, and end users.
Action plan: Where to start this week
Here is a prioritised list you can act on immediately:
- Audit your AI visibility by testing prompts in ChatGPT and Perplexity. Know where you stand before optimising.
- Identify your top 5 commercial pages (product, pricing, comparison, case studies). These are your visibility priorities.
- Add answer-first summaries (50 words) to those pages. Put the key facts above the fold.
- Add FAQ schema to your top 5 pages. This takes an hour and immediately improves AI extractability.
- Create one comparison page against your main competitor. Own the narrative before review sites do.
- Ungate one piece of valuable content and publish the key insights on a structured web page.
- Structure your best case study for extraction with clear, quantified outcomes.
Frequently Asked Questions (FAQs)
Is GEO replacing SEO for B2B lead generation?
No. Search is still how buyers find categories and validate vendors. Organic search drives 37% faster MQL growth than paid alone. But GEO adds visibility in the AI tools where 50% of B2B buyers now start their research. You need both.
What is the quickest win for B2B AI visibility?
Audit your current visibility by testing relevant prompts in ChatGPT and Perplexity. Then add FAQ schema and answer-first summaries to your top commercial pages. This takes hours, not months, and immediately improves extractability.
How do we know if our content is working for both SEO and GEO?
Track three signals: (1) Organic rankings and traffic for priority keywords. (2) AI mentions using prompt monitoring tools. (3) Pipeline contribution from organic sources. When all three improve together, the strategy is working.
How much should a B2B organisation spend on SEO?
There is no magic number, but organic search typically delivers higher ROI than paid for B2B because it creates sustainable visibility that compounds over time. The average B2B CPL is £200. If SEO reduces that while improving lead quality, it pays for itself.
Should we optimise for ChatGPT, Perplexity, or Google?
All three. Google still drives discovery for category and comparison queries. ChatGPT is where 47% of buyers go for vendor shortlists. Perplexity converts 7x better because users arrive already qualified. The content foundations are the same across all platforms.
Does our company need a separate GEO strategy?
Not necessarily. Most GEO improvements are extensions of good SEO practice: clear structure, answer-first formatting, schema markup, and trust signals. If you are doing SEO well, you are already doing 80% of what GEO requires. The additional 20% is testing content against AI tools and tracking citation performance.
How does thought leadership fit into SEO and GEO?
Thought leadership is visibility infrastructure. Original research and expert perspectives create differentiated content that ranks in search and gets cited by AI. 96% of B2B marketers create thought leadership, but only those with original data and clear frameworks achieve meaningful visibility.
The bottom line
Your B2B buyers have moved. Half start their research in AI tools, not Google. They complete 61% of their journey before contacting sales. And the vendor they favour at that point wins 80% of the time.
If you are not visible in both search results and AI-generated answers, you are not on the shortlist. You are not losing deals. You are never being considered for them.
SEO builds the foundation. GEO extends visibility into AI. Together, they ensure your brand is discoverable, credible, and citable wherever your buyers actually research.
The organisations that will win in 2026 are those building visibility across both systems today. The foundations are the same. The opportunity is now.
If your pipeline is invisible to the 50% of B2B buyers researching in AI tools, we can run a visibility audit across search and AI systems, then give you a prioritised fix list to get on the shortlists that matter.
