B2B decision-makers are turning to AI tools to guide their research and narrow down suppliers. LLM marketing gives brands the opportunity to influence these high-value journeys earlier, well before a buying decision is made.
With the rise in searches from AI tools such as Chat GPT, Gemini, and Perplexity; otherwise known as LLMs (Large Language Models), there is huge potential for brands with longer tail search queries to benefit. This lends itself well to the brands operating in the B2B space, where searches are often more complex, research-heavy and less immediately transactional than those in the B2C space.
LLMs are set up perfectly for audiences who are in the research phase and want to find the best partner for their business.
B2B search journeys are often complex, featuring a long research phase and longer tail keyword searches. LLMs lend themselves to these journeys by providing users with a comprehensive overview of in-market options, establishing providers’ credibility, and demonstrating relevant services and case studies to help potential clients build a shortlist of businesses to contact.
In a space where transactions are of a higher value, influencing potential customers during the research phase is crucial to winning market share; and the B2B brands that move fast are the ones who will win, capturing share of search ahead of their competitors.
There are a number of ways to feature, but it starts by understanding the audiences, including their needs and what they’re searching for. From there, you can craft a strategy across on-site content and technical SEO, partnered with digital PR to help you appear when users search for your services.
We work with a number of brands across the B2B space, helping them not only track their traffic from LLMs, but understand the prompts they should be surfacing in, and the queries their customers are inputting to find them.
This whitepaper covers an introduction to the emerging LLM visibility landscape, the growing role of AI search in organic performance, and how brands can begin measuring their presence across major LLMs. We also compare the leading AI search visibility tools on the market, outlining their key features, limitations, and where each tool is best suited.
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