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.
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.
