The buyer journey has evolved
Modern B2B buyers are no longer simply browsing lists of links. Instead, they are engaging in richer, more contextual conversations with AI-powered engines, asking questions like:
Who is the most trusted cybersecurity partner in my sector?
Which workplace transformation provider is best for a global rollout?
What are the leading B2B agencies for complex sales environments?
These generative tools do not just rank content. They interpret, summarise, and recommend, creating a curated shortlist of brands that they deem credible and relevant.
Yet despite this shift, 35% of marketing leaders believe their teams do not have the frameworks, skills, or strategies in place to optimise their brand for generative environments. SEO.com
This is a dangerous blind spot. Without proactive strategies to manage authority signals, brand consistency, and discoverability in generative answers, brands risk being left out entirely.
