TL;DR

To match strides with Generative AI, B2B marketers should:

• Make use of Gemini search summaries for brand analytics
• Create and utilize chat personas
• Simplify titles and headlines in content marketing
• Optimise content for brevity and skimming
• Repurpose for social media

What is GEO? 

In B2B marketing, soon it won’t be enough to rank highly in search results. What matters now is whether your content is included in the responses generated by chatbots when asked about the products you sell, the services you offer or the expertise you have. Generative AI chatbots like ChatGPT, Gemini and Perplexity do not retrieve information so much as reassemble it. They provide summaries that blend multiple sources without revealing where such came from unless explicitly requested. 

Generative Engine Optimisation (GEO) means making your content more likely to appear in answers from Generative AI. If search engines index the web, generative engines synthesise it. Therefore, GEO is about making sure your brand survives the process. Done well, it involves creating content that is structured, specific and authoritative. It also means understanding how each platform parses B2B marketing content, what it considers trustworthy, and how it distinguishes between expertise and opinion.

Example of GEO

Consider, for instance, a dual-use technology firm developing drone detection systems for both military and civilian airports (we wrote more on B2B marketing for such industries here on our Defence&Space landing page. If a policymaker or journalist asks a generative AI which firms are innovating in the industry, it may respond with a paragraph summarising recent developments, key players and reported case studies. So, if the firm hasn’t published highly relevant and accessible information on its product portfolio, the chatbot may ignore it.

How AI Scrapes Content

Recommendations

A 2024 study by Aggarwal and others has shown that generative engines are more likely to include responses that cite reputable sources, include quotations, and match the phrasing of the user’s intent. In the study’s experiment, content visibility increased by up to 40% when content was “GEO-optimised”. Below are the key action points B2B marketers should take to prime for the Age of AI. 

Treat Google summaries as your new front page

Use platforms such as Semrush or BrightEdge to identify which search queries related to your brand trigger summary boxes. A 2024 study found that these overviews match webpages from the top ten organic results 99.5% of the time. Scrutinise how your brand appears in these summaries and benchmark this regularly against competitors alongside your SEO efforts. Use tools like dedicated Chrome extensions or HubSpot AI Search Grader to assist the process.

Create chat personas to sharpen your messaging

Build conversation profiles based on how real users engage with platforms like ChatGPT, Perplexity and Gemini. Consider what your ideal customer would ask, how they would phrase it and what kind of detail would prompt further action. What information would satisfy the query? What would make them click through to a source? Build a structured framework of these interactions and use it to shape how your content is written, prioritised and positioned.

Keep titles natural

ChatGPT, Perplexity and Gemini favour content with conversational phrasing, quotations and numerals in titles. Focus on producing concise guides, lists and checklists, and ensure titles match the query logic. A piece titled “What is the Best B2B Marketing Strategy? Top 5 Ways to Raise Product Awareness in 2025” will typically perform better than one titled “Best B2B Marketing Strategies for Raising Awareness”. Apply the same approach across product and service pages, and update time-sensitive titles. 

Structure content for clarity and skimming

Use bullet points, lists and short paragraphs to enhance readability. Emphasise key information with formatting elements such as summaries or callout boxes. Begin each piece with a clear statement of purpose and outline what the reader can expect. Include brief takeaways throughout longer texts to support comprehension. Add FAQ sections to anticipate common queries and raise the chances of inclusion in AI responses. Provide direct answers in the opening lines wherever possible. Systems tend to prioritise content that delivers clear definitions and concise, structured summaries early on.

Repurpose content for social media

Large language models scrape information from sources far beyond company blogs. Platforms such as LinkedIn, Reddit and Quora have become part of the training material, meaning B2B marketing content shared there can influence which answers are generated to related questions. Repurpose long-form pieces for these platforms without diluting substance. Adapt format and tone to the context, but retain the essential insights. The more places your expertise appears, the more likely it is to be remembered and reused.

Don’t Bet the Farm, Yet

Much of GEO is still hypothetical. And yet, for B2B marketers, the direction is clear. Search habits are shifting, and so are the strategies for brand visibility. Given this, content needs to be written not just to rank, but to answer.