How AI Is Rewriting B2B Marketing: SEO, LLM Optimization & the Search-Anywhere Future
August 3, 2025
We’re standing at a crossroads in B2B marketing—and no, this isn’t just another AI hype cycle. This shift is real, and it’s already changing how your buyers discover brands, evaluate vendors, and decide what makes it onto their shortlist.
In this episode of Growth Activated, I sat down with Mark Goloboy, AI consultant and founder of Market Growth Consulting, to unpack what’s actually happening beneath the surface of modern SEO. What we discovered? The rules of buyer discovery have changed, and most marketers are still playing by the old playbook.
From how large language models (LLMs) like ChatGPT and Gemini decide what content to surface, to the underestimated power of PR, paid media, and social signals in shaping brand authority—this is the conversation every B2B leader needs to hear right now.
Let’s start here: SEO isn’t dead. But it’s evolving—fast.
Mark breaks it down simply: “The new path to brand discovery doesn’t start with a Google query. It starts with an LLM prompt.”
When your buyers want a quick answer, product comparison, or vendor recommendation, they’re increasingly asking tools like ChatGPT or Gemini. And these tools don’t just pull from your website. They reference:
If you’re only optimizing for Google, you’re ignoring the new discovery engines your buyers are using daily.
(Need more context? Our B2B marketing AI strategy recap with Nicole Leffer expands on this shift beautifully.)
LLM optimization (sometimes called LLMO or GEO) is about training the AI tools to recognize and recommend your brand.
That requires:
Mark's go-to tactic? Use prompts like:
"What does [your company] do? Who are their top competitors? What features are they best known for?"
Try it in 2–3 LLMs. You’ll quickly discover:
(For more leadership-level insights into how CMOs are shifting strategy, check out Shirin Shahin’s playbook for AI-forward marketing teams.)
You’ve heard of SEO. Now meet its more comprehensive cousin: Search Everywhere Optimization.
Buyers aren’t just Googling. They’re searching on:
Mark puts it plainly: “You have to show up where the models and the buyers are searching—not just where you wish they were.”
This includes:
(Speaking of holistic strategy: revisit our RevOps perspective on marketing ROI with Jeff Ignacio.)
One of the most surprising findings from Mark’s AI-powered audits? The outsized influence of PR coverage and industry media in shaping what LLMs surface.
These aren’t just branding plays anymore. They're performance drivers in AI ecosystems.
Recommendations:
Why it works: LLMs assign more weight to third-party mentions than your own site. So while your blog post might get ignored, a shoutout on a trusted industry outlet won’t.
(Need more career-proofing ideas? Don’t miss our deep dive on The Future of Marketing Leadership in 2025.)
Traditional SEO metrics—clicks, rankings, backlinks—don’t tell the whole story here. Instead, LLM optimization is measured through:
Mark uses a tool called Brand Luminaire to track this. It’s not his software, but he’s a partner—and he uses it to:
If you’re investing in AI-informed marketing, you need a measurement framework built for LLM behavior.
Mark isn’t just consulting—he’s building. Here are two standout examples:
1. AI-Powered Content Factory
One public company hired his team to:
The result? More pages, more languages, higher visibility—all with faster turnaround.
2. Gong-Powered Revenue Insights
Another client is using Gong call transcripts to:
AI isn’t just for content anymore. It’s for insight at scale.
Not sure where to begin? Here’s what Mark recommends:
1. Run an LLM brand audit
Open ChatGPT or Gemini and ask:
2. Challenge your team
Encourage marketers to:
3. Redirect spend intentionally
Look at where you're investing in SEO, SEM, and paid media. Then ask:
(For another deep dive on high-performance content strategy, check out Zoe Hawkins’ episode.)
“AI won’t replace marketers. But marketers who use AI will replace those who don’t.”
Here’s how to stay relevant:
AI isn’t just another channel—it’s reshaping how trust is built.
If this post sparked ideas or gave you a new way to approach SEO, share it with your marketing team. Because the brands that adapt early will own the future.
And if you're building your 2025 strategy now, don't miss our CMO Playbook or this look at marketing, growth, and profitability through the CFO lens.
I built the CMO mentorship I wish I had—because too many marketing leaders are figuring it out alone. At Growth Activated, we help B2B marketers bridge the gap between execution and executive leadership, equipping you with the strategic mindset, frameworks, and hands-on guidance to drive impact at every stage of growth. From scaling multi-million-dollar organizations to leading SaaS startups, I’ve been in your shoes—and now, I’m here to help you step into the marketing leader you’re meant to be. Whether you need a strategic marketing plan, expert coaching, or team training, Growth Activated gives you the tools to lead with confidence and deliver measurable results.
