To reach B2B tech buyers, marketers need to be focused on social media, paid media, video and research report content.
That is the key takeaway from the second part of 10Fold’s recently released AI-First, Buyer-Ready: Inside the New Era of B2B Content Marketing research. This shift for content discoverability in now squarely focused on artificial intelligence (AI) as more buyers turn to LLM platforms to find answers.
As a result, the new B2B content recipe is snackable, shareable and searchable for social media and other similar outlets. Yet, only 11% of B2B disclosed that the majority (75% – 100%) of their content ready for AI discovery.
Purpose Built Content
Marketers are no longer just creating more content, they’re creating content that’s built to be found by AI, said Susan Thomas, CEO of 10Fold Communications.
“AI search is already the second largest driver of qualified leads, and forward-looking teams are investing in GEO, metadata and structured language to ensure they stay visible in an AI-first landscape,” said Thomas in a statement.
AI Platforms Surge
The new survey of 400 senior marketing executives across North America and Europe the definition of success is evolving content volumes rises. Marketers have made discoverability through Generative Engine Optimization (GEO) their top benchmark with 35% citing GEO performance as their number one measure of success, rising above brand awareness (34%) and SEO (29%).
AI-native platforms such as ChatGPT and Perplexity have become the second most common source for qualified leads, accounting for 34% of AI-search platforms, behind only social media at 46%, and ahead of organic search, email marketing, and paid media. In geographic terms, California and UK companies are leading the way, with 96% reporting AI-searchable content.
Traditional platforms continue to be a focus despite the rise of AI optimization—65% distribute content via Google and other browsers, while 56% leverage AI-native platforms. Additionally, marketers continue to rely heavily on Google Analytics and SQLs to measure efficacy.
Spending Priorities
The report placed on a spotlight on spending patterns that reflects a balancing act between short- and long-term priorities. At the same percentage— 37%— marketers are prioritizing investments in GEO and AI search visibility as well as allocating budgets toward the tools and technologies required to support AI-optimized content production.
At the same time, nearly 30% are still channeling spend into paid distribution, and a quarter of respondents are continuing to focus on organic reach and social media amplification.
Marketers were split on the best way to achieve AI Discoverable content. Tactics such as Metadata and tagging were used by 51% as compared to 49% employing strategies such as optimizing featured snippets, expert content, natural language design, and the use of GEO consultants.
To view the full findings of AI-First, Buyer-Ready: Inside the New Era of B2B Content Marketing – Part II, click here.
