I’ve discovered that LinkedIn is more than just a networking platform—it’s a powerhouse for B2B discovery, especially with its growing influence on AI search results.
Recently, LinkedIn has emerged as a prime resource for how B2B buyers use AI to find products and services. By optimizing our LinkedIn profiles and content for AI search, I noticed a significant boost in our brand’s visibility.
Through my work with B2B clients, especially those in high-growth SaaS sectors, I’ve categorized our LinkedIn optimization into three main strategies:
Optimize earned media.
Feed LLMs strategic content.
Invest in post-engagement that strengthens LLM signals.
Here’s my approach to each area and the results you can expect.
1. Optimize Earned Media: Websites and LinkedIn Pages
Keeping our website and LinkedIn pages up to date is crucial. These include our company page and profiles of high-profile employees, like thought leaders who contribute content. This optimization signals to LLMs that we are a credible source of information.
Google’s E-E-A-T principles are parallel to how LLMs evaluate our media. Content published by our brand’s reps can enhance our credibility when it’s well-optimized.
On Websites
Ensure the business address, contact details, and product descriptions on your site are accurate and comprehensive.
On LinkedIn Company Pages
Regularly update the “About” section and services you offer. Reflect industry specifics where applicable to align with LLM prompts.
Consider the profiles of executives and thought leaders as brand extensions. Their active engagement and representation of the company further reinforce our authenticity to LLMs.
2. Feed the LLMs Strategic Content
Long-form content, specifically between 800-1,200 words, has shown to be more beneficial for AEO mentions. On LinkedIn, users anticipate in-depth content in articles and newsletters, making them perfect vehicles for these insights.
While engagement through carousels and videos is valuable, well-crafted written content seems to be highly favored by LLMs.
3. Invest in Building Post Engagement
LinkedIn posts that attract significant engagement—at least 10 quality comments or 60 reactions—are highly regarded by LLMs due to the social proof they offer. This engagement level doesn’t necessarily require a large budget increase.
Boosting company posts and utilizing Thought Leader Ads (TLAs) and follower ads can further bolster engagement and brand reach. Engaging content on employee profiles, particularly those with fewer than 3,000 followers, is seen as more trustworthy.
Empowering employees and forming partnerships with industry experts can amplify your content reach and reinforce your brand authority.
AI Search is Expanding LinkedIn’s Influence in B2B
Every B2B marketer should prioritize AEO in their strategy. The influence of AI search continues to grow, and staying ahead with LinkedIn optimization is key to capturing new opportunities.
As I dive into the world of B2B SaaS marketing for 2026, I’ve identified several pivotal channels worth your attention. Based on costs, expected ROI, and how swiftly they generate leads, I’ll guide you through making the best choice. Check out the comparison table below before we delve deeper into each channel’s details.
The Most Effective B2B SaaS Marketing Channels, Compared
The table offers an overview of costs, ROI, and the time needed to see results. Each channel is unique, bringing its own set of opportunities and challenges:
SEO
SEO stands out as a top contender, offering impressive ROI. It not only attracts leads but also nurtures them through your marketing funnel. The enduring benefits of a strategically executed SEO campaign never cease to amaze me, despite the initial slow pace compared to paid channels.
However, the complexity of SEO means investing in a skilled team adept at interpreting search intent and producing high-quality content consistently. Pairing SEO with PPC can alleviate some of the long wait times.
PPC / SEM
As a paid strategy, PPC offers rapid results and is excellent for short-term goals or testing new markets. I’ve observed that its high cost and pay-dependent nature can hinder long-term success, but for quick market insights, it’s invaluable.
LinkedIn Advertising
LinkedIn gives B2B marketers access to a professional audience with precision targeting capabilities. Despite its lower ROI than organic strategies, it remains an essential tool in my marketing arsenal for reaching decision-makers in our industry.
Account-Based Marketing (ABM)
ABM is all about focusing on a select group of valuable prospects. I’ve found it effective in industries where landing a single client can be transformational. The high risks are balanced by substantial rewards if executed correctly.
Email Marketing
Email marketing allows for cost-effective communication, particularly in nurturing leads. By leveraging existing content and maintaining relationships, I’ve managed to keep the engagement alive, even if building a quality email list took time.
Trade Shows
There’s nothing quite like the personal touch trade shows offer. Although costly, they provide a great opportunity to establish connections and gauge interest firsthand. However, standing out amid the competition is always a challenge.
Public Speaking
Public speaking can dramatically enhance both brand recognition and authority. When I engage audiences directly, the warm leads generated are unmatched. Yet, the need for a seasoned speaker and considerable travel expenses are factors to consider.
Webinars
Webinars offer a cost-effective alternative to in-person events, creating connections with prospects remotely. Crafting engaging presentations demands time and a charismatic host, but the trust built through educational content is well worth the effort.
Getting Help With B2B SaaS Marketing
In my experience, combining multiple marketing channels yields the best results. Midsize companies often find managing them daunting, but partnering with an experienced marketing agency can make all the difference. Our team excels in marrying B2B SaaS SEO with thought leadership for outstanding lead generation.
If you’re interested in exploring how we can collaborate, feel free to reach out. Together, we can strategize the best approach for your unique needs.
In February 2025, I watched a captivating display as humanoid robots graced the CCTV Chinese New Year stage. Although their steps were shaky, it was still delightful to witness.
A year later, these robots at the Spring Festival Gala had transformed, executing smooth moves, somersaults, and full kung fu routines. This rapid progression felt like a decade’s worth of technological advancement condensed into one year.
The technological leap wasn’t limited to robots. It raised a crucial question for digital marketers targeting the largest web population: How have China’s search trends evolved recently?
A parallel in the Chinese search landscape
We’re seeing early signs of a major shift. AI hasn’t replaced traditional search engines yet. Instead of a single breakthrough, change comes from consistent, subtle advancements.
New language models frequently emerge, each refined for a specific niche. Tech companies in China are increasingly sharing these developments openly, with players like Baidu integrating advanced models like DeepSeek into their platforms.
To understand the current search behaviors in China, we need to grasp the shift from simple link searches to more reasoning-based approaches and adjust our 2026 SEO strategies accordingly.
The great narrative fallacy: Is web search dead in China?
There’s a persistent narrative in marketing circles that traditional search, especially on Baidu, is obsolete — that everything is happening on platforms like WeChat. But how true is this?
The social supremacy argument
Indeed, China’s web is mobile-first and dominated by super-apps. While social media is pivotal, it’s not the sole avenue for B2C brands aiming to thrive amidst such a vast, versatile environment.
For instance, platforms like Xiaohongshu excel in lifestyle research, while Pinduoduo and Douyin are social commerce powerhouses. Meanwhile, WeChat is indispensable for everyday tasks.
The B2B reality check
For B2B sectors, dismissing Baidu is a mistake. Metrics show ongoing engagement and tangible results from Baidu SEO, often outshining Western counterparts in lead quality and conversion rates.
When B2B professionals seek industrial solutions, they prioritize verified websites over endless scrolling on social media apps, indicating an undying need for structured web searches.
Mapping the 2026 landscape: Intent-based specialization
As someone deeply integrated into the Chinese market, I’ve noticed that users select tools based on intent rather than defaulting to search engines. It’s an everyday occurrence here.
While optimizing for Baidu, others in my circle might be using Pinduoduo for deals or Xiaohongshu for travel plans. The right tool for the right task wins their clicks.
1. Traditional web search: The authority tier
Traditional search continues to dominate B2B and high-authority research areas. Baidu, despite narratives of its decline, remains central to mobile and web searches.
Baidu: Dominates mobile search with a vast user base. Though AI-driven, it remains a key player in web search.
Microsoft Bing: Offers a professional experience for a tech-focused audience.
Haosou (360 Search): Known for its security and enterprise-centric approach.
Sogou: Integrates with WeChat, bridging between app-based and traditional searches.
Google: Despite restrictions, it’s accessed by tech-savvy users via VPN for global insights.
2. Social discovery: The inspiration tier
Here, search turns into discovery. Users are led by interests rather than predefined keywords, making SEO a matter of being on the right social platforms at the right time.
WeChat (Weixin): For brand news and internal communications.
Xiaohongshu (RED): Essential for lifestyle and luxury brand discovery.
Douyin: Offers visual insights into product utility.
Kuaishou: Used predominantly in emerging markets for grassroots content.
Weibo: Ideal for real-time trends and news.
Bilibili: Focus on long-form video content and niche interests.
3. Ecommerce: The transactional tier
While Westerners often end their buying journeys on Amazon, Chinese users tend to both start and finish on the same platform, whether for variety or efficiency.
Taobao / Tmall: The prime destination for diverse product offerings.
JD.com: Favored for electronics and efficient logistics.
Pinduoduo: A leader in group-buy and value-driven purchases.
Douyin Mall: Capitalizes on impulse purchases through engaging content.
Xianyu (Goofish): Supports second-hand markets and niche hobbies.
4. Generative AI (LLMs): The reasoning tier
This emerging layer focuses on “thinking” searches where AI synthesizes data into insights rather than mere lists.
Doubao (ByteDance): Popular for casual queries.
DeepSeek (Domestic): Integrated with WeChat for deep logic queries.
Kimi (Moonshot AI): Specializes in handling lengthy documents.
Qwen (Alibaba): Plays a crucial role in business and coding tasks.
Tencent Yuanbao: Focuses on WeChat content.
Wen Xiaoyan (Baidu): Represents the next stage of Baidu’s AI search capabilities.
5. Hyper-local and logistics: The utility tier
This sector addresses immediate, location-driven demands, prioritizing services that cater to “now” and “near me” needs.
Meituan / Dianping: Leading platforms for food and leisure services.
Amap (Gaode) / Baidu Maps: Vital for navigation and local search optimization.
Ctrip (Trip.com) / Railway 12306: Key for travel and transportation booking.
From mapping to maneuvering: The Baidu specialist’s edge
Optimizing Baidu SEO extends beyond ranking web pages; it’s about mastering search landscape intricacies.
The ‘walled garden’ SERP: A decade of distraction
Focusing solely on Google-style tactics might overlook nuances like Baidu’s ad-heavy SERPs and content positions.
The ad-heavy layout: Ads can dominate substantial SERP real estate.
The Baidu monopoly: Prime organic positions often favor Baidu properties.
The portal giants: High-authority contributors also claim space within results.
Riding the Chinese SERP dragon
In this scenario, relying on long-tail strategies often proves more lucrative than targeting head keywords due to the complex Chinese language and diverse user base.
Whether leveraging platform authority or becoming a trusted contributor, it’s essential to adapt upcoming SEO tactics to sustain visibility.
What is changing in Baidu SEO?
The competition among AI models emphasizes versatility over loyalty, making Baidu SEO a nuanced challenge.
The AI-switching reality
Chinese users frequently shift between AI models, seeking superior intelligence or alternatives when certain models falter. This behavior means SEO must account for broader dynamics.
Brainstorming the wisdom platforms
Understanding the foundational platforms for AI development can greatly boost a brand’s presence in AI-dominated searches.
Tencent is invested in Sogou: Hence, Sogou Baike becomes integral for WeChat-based AI queries.
Bytedance owns Baike.com: Engaging here helps brands appear in Doubao’s results.
The neutral giants: Zhihu sits at the intersection of multiple investments, making it a balanced source for varied AI insights.
The new SEO commandment
SEO is now about optimizing for diverse data sources that fuel AI models, across various ecosystems.
In the B2B realm, Baidu remains central. Yet for ecommerce, branching into Alibaba or Doubao ecosystems will expand visibility across key AI systems.
The 2026 China SEO/GEO blueprint: From keywords to semantic saturation
Anticipating a specific SEO guide for AI like DeepSeek or Doubao misses the evolving landscape’s essence. The need is not for singular-model focus but a diversified approach that shifts with frequently changing user and model preferences.
Optimize for citations and not just clicks
Chinese SEO centers around fact density, aiming for content immediately recognizable by AI as authoritative.
The logic: AIs like Kimi and DeepSeek rank content based on factual reliability.
The tactic: Use clear, concise, data-backed writing, enabling rapid fact verification by AI.
Build an entity moat across wisdom platforms
Given that AI models distill and share intelligence, maintaining consistent brand representation across various platforms is crucial.
The goal: Ensure uniformity in brand presentation across Baidu, Sogou, and Baike.com.
The result: Consensus between AI models establishes your authority.
Leverage information gain
AI in China demonstrates a preference for recent data by about 25% compared to traditional search engines.
The tactic: Present unique, timely insights to stand out amidst common knowledge.
The era of the entity architect
We’ve moved past the initial robotic steps of 2025. In 2026, China’s search landscape is a dynamic entity, requiring an intricate understanding of intent fragmentation.
Despite the dominance of super-apps, the real revelation lies in this fractured landscape. My personal experiences echo this as my wife seeks deals on Pinduoduo, and my colleagues navigate Bing for professional resources. Meanwhile, AI enthusiasts cycle through LLMs for varied answers.
As a Baidu specialist, my role has evolved from targeting websites to designing robust entities. Building for the source, not just the bots, ensures your brand is consistently recognized and trusted, no matter which AI models deliver the solutions.
Imagine your brand becoming the celebrated go-to source, regardless of the search model. That’s the ultimate goal for today’s SEO specialists.
In the evolving world of B2B marketing, Performance Max has emerged as a powerful, yet often misunderstood, tool. Over the years, I’ve witnessed its transformation from an uncertain trial to a crucial part of my B2B marketing toolkit.
The core principles still hold true: skepticism is essential, first-party data remains invaluable, and experimentation is a must. Google has improved in integrating these elements, making it important for me to adapt my strategies accordingly.
Let me share five best practices that have helped me enhance my Performance Max campaigns effectively.
1. Guide AI with the Right Inputs
In 2022, as Google aggressively promoted automated PMax campaigns, I predicted a surge in AI integration. This shift has indeed occurred, driven by competitors like ChatGPT. AI Max for Search and PMax have taken center stage, with improvements making PMax more viable for the B2B landscape.
Some updates I’ve embraced include search themes for precise targeting, brand exclusions to control costs, and account-level channel reporting, which allows me to see performance across all campaigns. By segmenting conversion metrics, I can identify and optimize on overperforming channels.
Get started with Semrush to ensure your brand shows up where it matters most.
2. Address Persistent Lead Quality Issues
B2B lead quality has always been a concern in search campaigns. PMax’s lack of control has made it even more challenging. To combat this, I’ve relied heavily on offline conversion tracking (OCT). It’s a vital element for successful B2B campaigns.
In addition to OCT, I’ve been using enhanced conversions for leads, along with reCAPTCHA, to reduce low-quality leads from my PMax campaigns.
3. Build Stronger Audience Signals
With the end of third-party cookies and the phasing out of Similar Audiences, I’ve focused on leveraging PMax’s audience signals. By feeding high-quality first-party data to the AI, I’ve managed to target the right prospects efficiently.
Cleansing and segmenting CRM data to create robust audience lists close to revenue points are pivotal to capturing valuable new users.
4. Make Creative a Performance Lever
Creative content plays a crucial role in engaging the right audience. Given YouTube’s significance in PMax campaigns, producing quality video content is more critical than ever. Google’s new tools for AI-generated assets and creative A/B testing have made this process much easier.
Testing these elements helps me identify what truly resonates with my audience and optimize accordingly.
5. Use Reporting to Drive Decisions
Transparency in results has been a sticking point with PMax, but recent reporting updates from Google offer more insights than before. Utilizing search term insights and auction insights provides me with clarity on performance metrics, enhancing my optimization capabilities.
With asset-level reporting, I can see how creative assets perform and make data-driven decisions to boost my campaigns’ success.
Don’t miss out on optimizing your search visibility with Semrush’s comprehensive AI toolkit.
Make Performance Max Work for You
These updates have made PMax a more practical tool for B2B marketers like me, especially when equipped with strong first-party data. I always strive for more control and transparency, balancing Google’s tools, and leveraging every resource available to optimize my campaigns.
Stay ahead by exploring the latest Google releases that add visibility and control, making Performance Max truly work for you.
Have you ever wondered if it’s possible to run effective LinkedIn Ads without breaking the bank? I’m here to tell you it absolutely is, and I’ve got the playbook to prove it. By focusing on content depth, timing, and precise targeting, I managed to lower CPCs and improve lead quality in our LinkedIn campaigns.
LinkedIn Ads often deliver top-notch B2B leads but have a reputation for being costly in both CPC and CPL terms. So, I embarked on an experiment to see if a high-value, audience-specific content piece could achieve low-cost leads on LinkedIn.
Though our agency primarily runs LinkedIn Ads for clients, I decided to test this theory on Saltbox Solutions itself, where I serve as the Director of Strategy. I wanted full control to see just how big of an impact we could achieve.
We spent under $1,000 and generated a wealth of leads at less than $10 CPL. For those with limited budgets, LinkedIn Ads might not be as out of reach as you think—it just requires a well-thought-out strategy.
Want to know how I did it? I’ll break down every detail, from the setup to execution, so you can replicate it regardless of your budget.
The campaign targeted B2B marketing decision-makers by offering a 23-page Demand Gen Playbook for 2026. The timing was key, as it aligned with the planning cycle for many marketing leaders.
I chose a document ad format with a lead generation objective, allowing audiences to preview content before downloading. The form had minimal friction thanks to LinkedIn’s autofill options.
With a $600 lifetime budget and a $15 manual bid strategy, we focused on optimizing our spend efficiently.
Our audience research was rigorous. I aimed to understand the true needs and concerns of B2B marketing leads by mining client interactions and using tools like SparkToro to identify engagement patterns.
This meticulous research resulted in an asset that truly resonated with the audience, achieving a stellar 76% lead form completion rate.
The targeting strategy was layered, combining job titles and company roles to address a 54,000-person audience, efficiently refining the reach of our ads.
Ad copy was crafted with an inviting tone, leaning on hooks like “Steal our best demand gen ideas” to captivate and engage.
The result? An average CPC of $5.41—shattering expectations given our $15 bid ceiling. The campaign not only surpassed LinkedIn’s typical CTR benchmarks but also generated 60 qualified leads.
This test validated a model that I plan to relaunch, incorporating feedback from initial downloaders to further fine-tune the playbook.
If you want results like mine, start with audience research before creating your asset. Build meaningful, timely, and well-targeted content to see better ROI from your LinkedIn Ads.
As I delve into the top fintech marketing agencies of 2026, I’ve discovered a fascinating world where innovation meets expertise. My research stemmed from an initial list of about 100 agencies, narrowed down using a unique ranking system that evaluates various aspects such as notable clients, leadership experience, and more.
First, I considered the agency’s notable clients, accounting for 23% of the overall score. This involved identifying the top three fintech entities each agency had worked with, expanding to related sectors if necessary.
Next, I looked at the leadership experience, which held a 20% weight. Here, I assessed the credentials and history of agency leaders in fintech or related fields, along with their tenure in the company and industry.
A crucial factor was the average reviews, contributing 18% to the rank. These were averaged from online reviews, with some given more importance based on their fintech relevance.
I also factored in the median employee tenure, which made up 11% of the score. The longer employees stay, the more it hints at a strong and positive workplace culture.
Whether an agency is founder-led impacted 8% of the scoring, reflecting commitment to the original vision. Additionally, media references, weighing in at 5%, highlighted industry acknowledgment through citations.
Lastly, I considered when the agency was established, making up 15% of the score, to understand its stability and growth potential.
In this article, I’ve not only unveiled the leading fintech agencies but included essential details such as headquarters and a brief summary of each agency’s marketing expertise. So, let’s dive into this enthralling list!
The Top Fintech Marketing Agencies in 2026
1. First Page Sage specializes in enhancing authority and visibility through SEO and content marketing. Their expertise shines with clients like US Bank and SoFi.
2. InBound FinTech focuses on inbound marketing using Hubspot, with notable clients like Fibonatix.
And the list goes on, unveiling each agency’s unique strengths and accomplishments.
I’ve discovered that shifting toward Demand Gen in Google Ads transforms the focus from simple keyword targeting to more visually-driven advertising. Relying on outdated methods not only wastes money but also limits the potential of what Demand Gen can achieve. To thrive, I need to see things like a social advertiser rather than just a search advertiser.
At SMX Next, Jack Hepp from Industrious Marketing shared valuable insights on why many businesses, particularly in the B2B sector and lead generation, find demand gen campaigns challenging, while also providing strategies that are applicable to ecommerce.
In transitioning to Demand Gen, I see Google’s move from intent-driven to discovery-focused campaigns. This involves reaching users casually browsing on platforms like YouTube, Gmail, or Discovery feeds rather than those actively searching for my offerings. This approach means that visual assets now play the role that keywords once did.
Aligning campaign strategies to fit this model requires abandoning old tactics. Here’s what I need to avoid:
Expecting bottom-of-funnel CPAs from mid-funnel traffic.
Employing imprecise, broad targeting.
Running dull, uninspired creative.
Lack of optimization know-how without negative keywords.
Seeing success demands that I adopt a mindset similar to social advertising.
Demand Gen structure consists of campaigns governed by broad parameters (like bidding strategies and conversion goals) and ad groups that dictate audience specifics. Each ad group learns independently, which allows for finely tuned audience segmentation.
When crafting interruption-based creative, my goal is to catch attention in the first 3-4 seconds. It’s about highlighting a specific pain point and offering a solution in a way that turns casual browsers into engaged prospects.
Ensuring my visual content aligns with the customer journey is crucial:
Cold audiences benefit from educational material.
Warm audiences engage with case studies and webinars.
Hot audiences are ready for demos or purchase offers.
When my creative addresses specific problems with bold visuals and compelling headlines, the engagement naturally increases. For instance, targeting specific challenges like cybersecurity for small businesses makes my ads stand out.
Bidding in Demand Gen focuses on campaign-specific goals. To gather the necessary data, I aim for significant monthly conversions and budget accordingly to enable optimal performance.
Even small budgets can work if strategically planned. By directing efforts at mid-funnel activities, I can achieve the necessary conversions for meaningful insights.
In building the right audiences, it’s about balance. I avoid extremes of too broad or too narrow segments and focus on custom segments complemented by lookalike data, optimizing as success dictates.
Aligning the messaging of my creative with the buyer’s stage ensures Google effectively targets potential customers. This strategy steering focuses more on creative, audience, and the offer itself.
Using targeted exclusions efficiently helps me concentrate effort on engaging users without overly restricting potential reach. It’s a strategic rather than blanket approach.
Optimization in Demand Gen focuses on creatively testing different formats and refining audience targeting. I continually test offers to match audience readiness and optimize post-click experiences to enhance campaign effectiveness.
In a real-world application, a telecommunications company achieved impressive outcomes by clearly defining its offer, targeting, and creative messages. The results highlighted the critical importance of aligning these elements for Demand Gen success.
Here are the key takeaways for any campaign I plan next:
Align creative content with my target customer’s stage in their journey.
Identify and target audiences at appropriate points in their journey.
Continuously test and refine both creative elements and offers to amplify impact.
On episode 341 of PPC Live The Podcast, I had the pleasure of chatting with Andrea Cruz, Head of B2B at Tinuiti. We delved into a challenge that many senior marketers face: the struggle of providing immediate answers when clients press for details without prior notice.
We explored how missteps in communication can amplify client stress, and how adopting a proactive mindset can turn these challenges into pivotal moments of growth in one’s career.
As Cruz progressed from a hands-on marketer to leading entire teams, she encountered the challenge of advocating for projects she wasn’t directly managing daily. This shift brought new struggles, especially when clients questioned campaign performance or outcomes.
In those moments, freezing or delaying responses can damage trust. Cruz realized that senior leaders must offer clear direction, even without knowing every detail, to maintain confidence in discussions.
Through her experiences and mentorship, Cruz honed a technique for buying time without losing trust: asking thoughtful questions. This strategy not only buys time but also ensures that the responses are precise and address the core of the client’s concerns.
Her method includes asking clients to clarify expectations, requesting additional context, and confirming their understanding. This approach is crucial, especially in emotionally charged situations, and, for Cruz, it allowed her to manage complex conversations effectively despite being a non-native English speaker.
At Tinuiti, the focus is on a solutions-driven culture over assigning blame. By addressing ‘Where are we now?’ and ‘How do we get where we want to be?’, teams foster a safe space to discuss errors and learn from them. Cruz believes that leaders should set the standard by openly sharing their own mistakes.
Cruz advocates for proactive communication, urging teams to address issues before clients notice. Tailoring communication styles to client preferences fosters stronger relationships and transforms agencies into strategic partners.
Common mistakes in B2B advertising include spreading budgets too thin and underfunding campaigns. Cruz emphasizes that it’s better to focus on fewer channels with adequate resources to avoid ineffective outcomes.
Regarding AI, Cruz warns against limiting its use to basic tasks and shares how her team is leveraging AI for advanced operations, enhancing strategic execution.
Cruz’s message is clear: growth requires preparation and a willingness to adapt. By anticipating client needs and embracing experimentation, marketers can turn pressure into golden opportunities.
B2B buyers are increasingly turning to ChatGPT when conducting vendor research, and I’ve discovered how essential it is for B2B companies like mine to stand out in this AI-powered landscape.
As I navigate this digital revolution, I focus on building visibility in AI search to ensure my business is consistently recommended during the buying process. Here’s how I’ve approached it and why it’s vital.
In today’s world, mastering the art of AI Search Optimization is not just beneficial; it’s necessary. By integrating key strategies into my B2B marketing plan, I’ve learned how to effectively leverage AI tools to stay ahead in the competitive marketplace.
I recently embarked on a fascinating exploration of ChatGPT’s brand recommendation patterns, and let me tell you, the findings offer a lot to chew on!
We all know that AI responses are a roll of the dice – ask the same question ten times, and you’re bound to get ten different answers. But I couldn’t help but wonder, just how varied are these responses?
Rand Fishkin’s intriguing research dives into this very question. His findings have significant repercussions for how we approach AI visibility tracking for brands.
Fishkin experimented with prompts ranging from recommendations for chef’s knives to cancer care hospitals, as well as Volvo dealerships in Los Angeles.
His results showed that AI systems like ChatGPT almost never recommend the same set of brands in the same order twice.
Moreover, when asking about something specific like running shoes, certain brands tend to appear more frequently than others.
Building on this research, I zeroed in on B2B scenarios, adding some of my own twists: does the complexity of the prompt or the competitiveness of the category make a difference to AI’s consistency?
To investigate, I crafted twelve varied prompts, half of which addressed highly competitive B2B software categories, like accounting, and the rest focused on niche categories, such as user entity behavior analytics (UEBA) software.
Further, I examined simple prompts against nuanced ones that included specific personas and use cases.
Each prompt was fed into ChatGPT 100 times using different IP addresses to mimic 1,200 unique users.
Now onto the juicy part: the findings.
Submitting a single prompt to ChatGPT 100 times revealed that, on average, 44 different brands got mentioned. However, some response sets listed as many as 95 brands, heavily dependent on the category.
Notably, competitive categories yield twice as many brand mentions per 100 responses compared to niche ones.
Simple vs. nuanced prompts? ChatGPT typically mentions fewer brands in response to nuanced requests, but this isn’t a hard and fast rule.
When diving deeper into ChatGPT’s brand consistency, I found that in a set of 100 B2B software recommendations, only about five brands (11% of the total) were mentioned 80% or more of the time.
Dominant brands in a category like accounting software were names we all recognize: QuickBooks, Xero, Wave, and the like.
If you’re not among the big guns, working within a niche offers a strategic advantage given the increased chance to be consistently recognized by AI.
For marketers, this study underscores the necessity of standing out and perhaps carving a niche if dominance in a broad category seems out of reach.
Moreover, most AI visibility tools might not give you the full picture if they’re conducting only a single spot-check. For more reliable data, multiple runs per prompt are essential.
So, if you’re tracking pivotal prompts, run each a handful of times to get a better sense of your brand’s visibility.
I’m excited to share that future reports will explore ChatGPT’s understanding of brands and whether consistent recommendations reflect deeper brand awareness.
This article was originally published on Visible and republished with permission.
