B2B Vendors Strengthen Visibility Through Customers
Forrester research shows B2B buyers increasingly begin purchasing research with AI answer engines such as ChatGPT, Google Gemini, Perplexity, and Microsoft 365 Copilot, often arriving with at least one vendor in mind. Companies that fail to appear in these AI-generated answers risk exclusion from shortlists, so firms should optimize their Answer Engine Optimization by leveraging customer reviews, case studies, and testimonials. Doing so improves discoverability and credibility in AI-driven buyer journeys.
Key Points
- 1Report finds B2B buyers consult AI answer engines like ChatGPT and Gemini early in buying process.
- 2AI answer engines prioritize human-authored customer content, elevating reviews, case studies, and testimonials in results.
- 3Optimize existing customer stories for AEO to improve discoverability and avoid exclusion from buyer shortlists.
Scoring Rationale
Strong analyst-backed, actionable guidance for B2B AEO and discoverability; limited novelty beyond consolidating existing strategic best practices.
Sources
Public references used for this report.
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