The process by which B2B decision-makers research and specify products has undergone a fundamental change.

Rather than using a traditional search engine query, a buyer or specifier is just as likely to start their research by asking a question of a Large Language Model (LLM), like ChatGPT, Copilot or Gemini – or if they do use a conventional search engine – actioning one of the cited links in the AI Overview at the top of the page.

This shift fundamentally defines the challenge of Generative Engine Optimisation (GEO) for B2B brands.

For companies in the B2B sector, this presents both a challenge and opportunity. Will your brand be cited as one of the definitive sources of expertise, or will it be a competitor that occupies that space? Understanding and mastering the principles of GEO is now critical for maintaining market relevance.

New Reality

Studies show that one in four B2B buyers now use Generative AI more often than conventional search when researching suppliers. For tech buyers, that number is even higher, with two-thirds relying on AI as much or more than Google or Bing for evaluation. This shift from searching to citing is going to reshape the B2B sales funnel.

When a specifier asks an LLM a question it will deliver a summarised, but also definitive answer. If your PR content isn’t the citation source, your brand will be excluded from the specifier’s initial shortlist.

GEO is fundamentally changing the way people search

Authority

To be recognised and cited as an authority by LLMs, your marketing material must be easily consumed and verified by AI. This means AI needs to see proof that others trust you. The single strongest form of proof is validation from a credible third party. For example, when your opinion or thought leadership piece is published in a respected industry journal it acts as a high-value reference point. This external validation helps the LLM distinguish genuine expertise from mere sales or marketing content. By achieving this coverage you establish a source of authority that AI can continue to reference, giving your content long-term value and influence.

Take Control

The first step in our GEO blueprint is a tailored GEO Footprint Audit. We analyse what major LLMs say when prompted with market analysis and competitor comparisons in your sector. We then create a clear, actionable roadmap to address citation gaps and ensure your owned content is structured for maximum visibility and authority. If your expertise isn’t being cited, your competitor’s will be. Don’t let the AI filter your brand out of the B2B funnel.

Don’t Let GEOFilter You Out

Contact Wildwood Plus today to schedule your GEO Audit and secure your position as an authority in your sector.

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It’s fair to say we live in turbulent times. From a global pandemic to armed conflicts and everything in between, the last five years have brought about a slew of challenges for organisations across the globe. To weather these socioeconomic storms and remain profitable in the long-term, customer loyalty becomes not just a desirable asset but a crucial pillar of business survival.

The global semiconductor supply shortage and subsequent supply chain issues offers a fitting example, which adversely affected many organisations. As companies navigated significant market disruptions, it was those who prioritised customer loyalty that found themselves better equipped to emerge stronger when supplies started flowing again.

A slowdown and shift

Semiconductors are of course essential components in virtually all electronic devices, from TVs and sound systems to smart home technology. As supply dwindled, consumers faced limited product availability, longer waiting times, and rising prices. This scarcity created a potential breeding ground for customer dissatisfaction and associated attrition.

Because of the widespread macroeconomic conditions, numerous organisations were in the same proverbial ‘boat’. But it was those organisations that didn’t take their customers’ loyalty for granted that really thrived.

At Wildwood Plus, we work to advise our clients to not just wait for the market to pick back up, but instead to prioritise customer loyalty and retention above all else. Why? Well according to Bain & Co, just a 5% increase in customer retention produces more than a 25% increase in profit. This is because returning customers tend to buy more from a company over time. As such, its operating costs to serve them decline. Loyalty really does pay. To achieve this goal of increased customer loyalty and retention, businesses must emulate the strategies of those who successfully navigated the recent supply chain crisis.

Organisations that weathered the supply chain crisis most successfully prioritised transparency, customer service, loyalty, and community building. Open communication about delays and shortages fostered trust with customers. Exemplary customer service, including personalised support and flexible solutions, further cemented brand loyalty. Enhanced loyalty programmes and incentives rewarded loyal customers, while community-building efforts kept them engaged and connected to the brand. By prioritising these strategies, businesses were able to navigate the challenges and emerge stronger.

Loyalty Above All Else

It’s just one example, but the global semiconductor shortage really did underscore the importance of customer loyalty during periods of market instability. And the benefits are hard to overstate; customers are more forgiving of temporary inconveniences, they’re less likely to switch to competitors at the sign of trouble, they provide a stable revenue stream and are often willing to advocate for brands, even during downturns.

As industries continue to face uncertainties, the lessons from this period are clear – customer loyalty is not just a buffer against immediate challenges but a strategic asset that ensures long-term resilience and growth. Investing in strong customer relationships is, and will always be, a cornerstone of sustainable business success.

At Wildwood Plus we have extensive experience of helping our clients to weather whatever storms come their way – and go on to thrive – so get in touch today and we’ll show you how we can help.

Drop us a message and let’s talk!

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By John Houston, Head of Tech

Speed is undoubtedly a massive advantage of current generative AI (GenAI) tools, but there’s far more to promoting your brand than swiftly generated copy and an AI-powered scheduling solution. When it comes to communications done well, in our opinion there’s no substitute for the advantages offered by professional agencies. Particularly in more specialist industries where relationships are vital to get ahead, the benefits of engaging seasoned PR practitioners far surpass DIY AI approaches.

Unparalleled media relationships

One of the most significant advantages of partnering with an agency is their established relationships with journalists and media outlets. At Wildwood Plus, we’ve spent three decades cultivating our press connections, ensuring we can effectively pitch stories and secure coverage for our portfolio of fantastic clients. We’ve built our relationships on trust and a deep understanding of what journalists need, something that AI simply cannot replicate.

According to Muck Rack’s annual State of Journalism report, 70% of journalists now cite PR professionals as being important to their work, highlighting the value of these established relationships. When you work with an agency, you gain access to a network of media contacts who are far more likely to take your stories seriously. This ‘insider access’ ensures your company’s message is delivered to the right audience, at the right time, and in the most effective way possible. In contrast, attempting to navigate the continuously shifting media landscape on your own, even with AI assistance, all too often results in missed opportunities and overlooked pitches.

Industry Expertise and Strategic Connections

Communications professionals worth their salt will have dedicated their careers to understanding the intricacies of particular sectors. At Wildwood Plus for example, we specialise across a variety of industries including technology, design and the built environment. As such, we have deep knowledge of relevant market trends, key players, and the unique challenges in these spaces. It’s this in-depth knowledge that allows agencies such as ours to craft the right message for their clients, regardless of medium.  

Additionally, when it comes to facilitating beneficial partnerships, you can’t do better than an agency’s network. Hypothetically, say your company sits with the interior design space. At Wildwood Plus, we represent the British Institute of Interior Design (BIID), so would be perfectly placed to introduce your brand to leading industry experts or help foster partnerships with complementary organisations. In addition, we also represent Decorex, a leading international interior design event, so could help you secure a high-profile speaking engagement. While AI may be able to assist in identifying potential partners or events such as the above, it cannot start or nurture the relationships needed to actually bring you value.

The Human Element: Beyond Automation

As we’ve mentioned, GenAI is a powerful tool which can help speed and automate tasks across both comms and marketing, but it’s important to remember it is just that, a tool. Crafting compelling stories, understanding human connections and building genuine relationships, these are all areas where communications professionals excel over AI. And people are already noticing the impersonal nature of excessive AI automation. According to PwC, 78% of consumers in the UK now seek more human interaction in their services, emphasising the need for that people-first approach.

If you’re looking to amplify your brand to the right audience, forging long-lasting relationships and credibility along the way, then get in touch today. We’ll help you reach that next phase of growth to succeed both now and into the future, whatever it holds.

By John Houston

If you were to ask the woman or man in the street who is the
greatest British cyclist of all time, you are likely to get one of three
answers: Bradley Wiggins; Tour de France (TdF) winner and Gold Medal Olympian,
Chris Froome, four times TdF winner (and planning on a shot at a fifth title),
or Mark Cavendish multiple TdF stage winner, and arguably the best sprinter
ever to have ridden a bike. All good, worthy shouts.

There aren’t many today, if any, who would say what I would
consider to be the right answer – Beryl Burton.

Beryl was born in 1937 and grew up in West Yorkshire on the
edge of the Rhubarb Triangle – a 10-mile square area that suffers from
uncommonly cold and wet weather. It’s  the perfect breeding ground for
rhubarb and the toughness required to make the grade as a bike racer. 
Beryl started cycling while in her late teens and all her training was done
after a hard day’s work in the fields picking, er, rhubarb. She was good,
really good at cycle racing. In fact she went on to win an astonishing 90
domestic championships, seven world titles, and set numerous national records,
some of which are in the most strenuous race of all, the 12. The idea of the 12
is to get on a bike, cycle for 12 hours and see how far you can go. In 1967,
Beryl managed 277.25 miles, an astonishing record that stood for half a
century.

Beryl is also a champion of equality, by not only racing
against men, but beating them. Beryl died in 1996 while riding her bike,
and while she is well known within cycling circles, she is today relatively
unknown outside.

By coincidence, a new biography of Beryl has just been published by the UK’s top cycling journalist, William Fotheringham. It’s called, quite rightly: The Greatest