In an exciting episode of the GrowCast, Edin from iGrow and Malte Landwehr (CMO of peec.ai, Ex-Idealo & Searchmetrics) talk about how SEO, B2B marketing, and sales funnels are changing – and what companies must do NOW to remain visible in the AI era. You can find the entire episode in video format here:

The way people search for information has fundamentally changed in recent months. Classic SEO remains important, but generative AI search systems like ChatGPT, Google AI Mode, Perplexity, and SearchGPT are revolutionizing the search process.

This especially affects B2B marketing: sales funnels are being compressed, customers receive recommendations without classic click paths, and brands must learn to measure AI visibility instead of pageviews.

The transformation in B2B marketing opens up new opportunities: through the targeted use of AI technologies and AI search engines like ChatGPT and Google Gemini, companies can promote their growth sustainably. These innovative tools change the buyer journey, optimize search behavior, and offer B2B companies the opportunity to strengthen their market position and reach new target audiences.

In this article, we explain the most important learnings from the GrowCast conversation with Malte Landwehr (CMO of peec ai) and Edin Cerimagic (igrow – Online Marketing Agency in Vienna) and show you how to realign your strategy for AI Search in B2B marketing.

1. AI Search is Reality – SEO is Changing

AI Overviews and generative answers are no longer just a gimmick. Studies show that Google now shows AI overviews in over 13 % of desktop search queries. Instead of a list of links, the user gets a summary that is generated from multiple sources and provides answers directly. Google processed over 5 trillion search queries in 2024, while ChatGPT processes only 37.5 million prompts daily. Even though the majority of journeys still start via Google, these numbers show how quickly AI-driven search is growing.

The current shift in search behavior, driven by the integration of AI search, is fundamentally changing the digital landscape. For B2B marketers, this shift means aligning their strategies and content specifically with the requirements and opportunities of AI-based search technologies to remain visible and competitive.

In the podcast, Malte Landwehr emphasizes that SEO is not dead, but it is changing: AI-based search systems lead to zero-click search results. In the US, UK, and India, Google is testing the AI Mode, which breaks down queries into subtopics, executes multiple searches in parallel, and delivers deeper content. The result: fewer and fewer users click on links – many already get all the information in the overview.

As a result, the traditional channel "Click → Landing Page → Funnel" can fail completely.

Practical Example

A user searches for a "Gravel Bike." Previously, they would have taken a week to compare different websites. Today, the classic comparison of products or prices is increasingly being replaced by AI-based recommendations in the AI Overviews. Thanks to Google AI Overviews, the same person conducted all research in an ongoing AI dialogue and made a purchase decision after 45 minutes – without price comparison portals and without classic content loops. This example impressively shows how AI answers can radically shorten the purchasing process.

2. B2B Sales Funnels are Compressed – Fewer Clicks, Higher Conversions

In the B2B sector, purchase decisions traditionally go through several stages: from the search query to landing pages, whitepaper downloads, product comparisons, to booking a demo. More and more B2B buyers are using AI tools to conduct independent research and make faster, well-founded decisions. AI tools like ChatGPT or Google AI Mode compress the funnel. Users ask a question, receive a single, personalized recommendation, and book a demo directly – without visiting other sources.

Malte illustrates this with marketing automation software: instead of comparing three different providers, the searcher receives a clear recommendation in AI Mode. If they click on it, they often start the trial or demo directly. This means: the funnel remains, but it becomes invisible. From a marketing perspective, this is positive because the conversion rate increases – however, classic measurement points are missing because the customer might never have visited your website.

New KPI: AI Visibility

So far, marketers measure their success based on rankings, clicks, and sessions. In the AI era, different metrics are needed: new SEO metrics such as the frequency of brand mentions in AI overviews and the analysis of performance in AI-powered search environments are becoming increasingly important to identify optimization potential and increase the efficiency of measures. How often is your brand mentioned in AI overviews? Which prompts refer to you? Tools like peec.ai or the Google Search Console can be used to monitor and tag your own prompt sets (e.g., by funnel stage or persona).

The AI Search Agency by iGrow emphasizes that visibility today is based on trust, context, and semantic relevance – no longer just on keywords. Anyone who implements an AI search strategy reaches leads "without a click" – the brand appears directly in the answer.

3. Measuring AI Visibility instead of just Pageviews

While SEO tools like SEMrush or Ahrefs continue to be useful, they are not enough to capture AI visibility. Monitoring is shifting into three areas:

1. Log File Analysis: In server logs, you can see whether user-agents from ChatGPT, Perplexity, or Bing are crawling your website. With increasing crawls, the chance that you will be considered as a source grows.

2. Prompt Monitoring: Create your own prompts for core questions of your target audience (e.g., "Best B2B marketing automation software for SMEs") and observe whether AI systems cite your brand. Tag the prompts by persona and funnel stage and analyze which questions AI systems answer.

3. Source Analysis: Many AI systems pull information from third-party sources such as G2, OMR Reviews, or industry portals. Check whether these pages contain correct and consistent information about you. Malte warns against solely pushing your own sources like blog posts or support pages – this quickly looks like spam and is ignored by LLMs.

In order to evaluate the effectiveness of your measures, you should also analyze the specific contribution of individual sources or activities to AI visibility.

4. Brand Consistency & Authority: How to get Cited in AI Systems

LLMs learn from billions of texts and draw conclusions from the correlations between terms and entities. If your brand is described somewhere as "marketing automation software," elsewhere as an "email marketing tool," and again as a "smart marketing helper," an unclear brand image is created.

Malte therefore advises keeping all company descriptions consistent – from the website to press releases, LinkedIn profiles, Wikipedia entries, and Google My Business. A clear structure of the company presentation is crucial so that AI systems can correctly capture and process the information. Use structured data and W-questions ("What makes your software unique?") to provide AI systems with clear information.

Digital PR & Thought Leadership

AI systems prefer sources that are considered trustworthy. In addition to your own website, these include:

• Trade magazines, industry blogs, and news portals

• Wikipedia and Crunchbase entries

• Testimonials and reviews (e.g., on G2 or OMR)

• Social media platforms like LinkedIn and YouTube

Especially for companies from the industrial sector, thought leadership and digital PR are particularly relevant to strengthen visibility and expert authority online.

Position yourself as an expert and invest in digital PR. If you regularly publish guest posts, speak at conferences, and distribute your content across different formats (blog, video, podcast), a complete brand story is created. The more often LLMs see your brand in trustworthy contexts, the higher the likelihood that they will cite you.

5. Generative Engine Optimization (GEO): Build a Geo-Ready Team

Many speak of Answer Engine Optimization (AEO) or Generative Engine Optimization (GEO) – both terms describe the optimization of content for generative search systems. Generative AI and AI-SEO play a central role here, as they enable the analysis, personalization, and continuous optimization of SEO strategies through the use of artificial intelligence and machine learning, thereby improving visibility in new search systems. The AI Search Agency by iGrow explains that GEO does not replace SEO, but extends it. The goal is to prepare your content so that ChatGPT, Perplexity, DeepSeek & Co. can use it as an answer source.

What does a Geo-Ready Team need?

• SEO Expertise: On-page optimization, technical SEO, keyword research, and semantic clusters form the foundation. iGrow offers specialized SEO services including on-page optimization, keyword research, and local SEO. Especially SEO teams play a central role, as they must recognize and implement the strategic importance of GEO and AI search for visibility and decision-making in the company.

• Content Marketing: Storytelling, copywriting, and multimedia production are crucial to explain complex topics clearly. It is about answering "W-questions" and linking entities meaningfully.

• PR & Digital Authority: The team must know how to orchestrate press relations, guest posts, and reviews to be perceived as a source.

• Data & Prompt Monitoring: Data analysts or growth marketers should monitor prompts, analyze log files, and measure AI visibility.

According to Malte, doing just SEO is not enough. "Geo" means understanding generative systems – how LLMs train, how they link entities, and which sources they draw upon. Training or a workshop with an AI search agency helps to build the necessary know-how.

6. Tools & Tactics: From Classic SEO Tools to AI Optimization

Classic SEO tools like Ahrefs, SEMrush, or Sistrix remain relevant because they show you how users search, which keywords drive traffic, and where your website has technical weaknesses. However, they only cover "old" metrics.

For AI visibility, you need additional tools: AI models and AI agents play a central role in analyzing and optimizing content, as they can evaluate large amounts of data and be used specifically for content optimization.

1. Prompt Monitoring Tools like peec.ai: They help you track your own prompts and analyze how AI systems assemble answers. These tools can identify the source that ChatGPT used for its answer and show where your brand is mentioned.

2. Source Monitoring: Use tools or manual checks to keep entries on G2, OMR Reviews , or Wikipedia up to date.

3. Structured Data Validator: Regularly check whether your schema markups (FAQ, LocalBusiness, Product) are correctly implemented – generative search systems read structured data.

4. Review Management System: AI systems increasingly cite real reviews. Make sure your reviews are authentic, up-to-date, and keyword-rich.

AI tools support content optimization by specifically identifying and analyzing long-tail keywords to better target content to specific search queries and user intent.

Malte points out that many companies try to push their own FAQ pages within AI systems. However, LLMs prefer independent sources. Therefore, in addition to creating your own content, you should also generate external reviews and guest articles.

7. Local Authority & Reviews: The Underestimated Leverage

AI search systems draw on business listings (Google Maps, Apple Maps, Bing) and online reviews as primary sources. If business hours, categories, or location data are inconsistent, you won't be shown – no matter how good your content is.

Perplexity and SearchGPT frequently cite reviews. Positive reviews with relevant details increase the likelihood of your brand being recommended. Therefore, regularly check:

• Are your Google My Business data (name, address, phone number) consistent?

• Are you regularly collecting new reviews and responding to them?

• Have you maintained your listings in business directories ?

For B2B companies operating locally (e.g., consulting firms or specialized service providers), Local SEO remains essential. The iGrow SEO Agency provides Local SEO, helping businesses rank in the top 3 of Google local search. Combined with AI search, this increases your visibility for users searching for "consulting in [city]."

Particularly in the European and international markets, it is crucial for B2B companies to be visible through targeted optimization in different markets and thus profit from current market trends in AI search.

8. AI-Max and its Impact on B2B Marketing

With the advent of AI-Max, B2B companies are experiencing a real quantum leap in the way they reach and engage their target audiences. AI-Max combines cutting-edge artificial intelligence with machine learning, enabling unprecedented precision in analyzing search queries and user behavior. In the B2B sector, this means companies can tailor their SEO strategies directly to the needs of their target groups and significantly increase the visibility of their content in search engines.

A database advantage of AI-Max lies in its ability to deliver relevant content and products exactly at the right time. The technology recognizes patterns in search behavior and dynamically adapts content delivery – thus capturing potential customers in B2B marketing exactly where they are in their customer journey. The result: finding solutions becomes more efficient for B2B customers, while companies increase their reach and relevance in search results.

Furthermore, AI-Max supports B2B marketers in creating personalized ads and content. Through intelligent data evaluation, companies can place their messages more effectively, boosting conversion rates. For B2B companies, this opens up the opportunity to sustainably improve not only visibility but also lead quality. Those who adapt their SEO strategies to the capabilities of AI-Max early on secure a decisive competitive advantage.

9. AI Overviews: How New Search Engine Result Pages Change the Customer Journey

AI Overviews mark a paradigm shift in the way information is presented and consumed in the B2B sector. Instead of classic lists of links, these AI-generated overviews deliver structured, custom-tailored information for the respective search query – and in a format that users can grasp instantly. For B2B companies, this means that the customer journey is shortened significantly, as potential clients find the relevant content and solutions they need faster.

Integrating AI Overviews into search gives businesses the chance to massively increase their visibility and reach. Those who succeed in being present in these AI-powered overviews with their content stand to benefit from increased perception among their target group – generating more leads and ultimately more revenue. Especially in the B2B sector, where complex products and services often require explanation, AI Overviews can help convey the key details at a glance, accelerating decision-making processes.

To benefit from AI Overviews, businesses must adapt their SEO strategies and content to the new requirements. This means content must be clearly structured, precisely formulated, and enriched with relevant keywords. At the same time, it is crucial to emphasize your own expertise and authority in your market segment so that AI systems select you as a trustworthy source. Those who recognize this trend early on and align their content strategy accordingly secure a decisive competitive edge in the age of AI-powered search.

8. Content Strategy for AI Search: From Thought Leadership to W-Question Clusters

Content remains the heart of all search strategies – even in the AI world. However, the way content is created and structured is changing.

8.1 Semantic Topic Clusters instead of just Keywords

Historically, marketers optimized individual pages for isolated keywords. In AI search, context is what matters: LLMs analyze how topics relate to one another and check whether you cover a topic comprehensively. Especially in the B2B sector, the targeted creation of semantic topic clusters is crucial to increase visibility amid the growing use of AI tools by businesses and to secure a competitive advantage.

A semantic topic cluster strategy works like this:

1. Determine the Pillar Topic: e.g., "AI Search in B2B Marketing" (our main keyword).

2. Identify Subtopics: "B2B Sales Funnel," "Prompt Monitoring," "Generative Engine Optimization," "Local Authority," "Reviews" – each as its own subpage or section.

3. Internal Linking: Link from the subtopics back to the main topic and vice-versa. This strengthens your relevance.

The combination of blog posts, guides, case studies, and videos is highly effective. On iGrow Marketing, you can find specific offers for B2B SaaS marketing that apply this clustering method.

8.2 Answering W-Questions

AI overviews prefer content that answers specific questions. Particularly in the B2B sector, information retrieval via AI-powered systems like ChatGPT and Perplexity plays a central role in efficiently answering W-questions. Create FAQ sections covering your services and products. Use structured data (Schema.org/FAQ) to make the questions machine-readable for search engines. Examples of W-questions:

• "How does AI search work in B2B marketing?"

• "What role do reviews play in generative search systems?"

• "What is GEO and how does it differ from classic SEO?"

8.3 Content Repurposing

Malte and Edin recommend turning a single piece of content into multiple formats: a blog article, a LinkedIn post, a podcast, a video, an infographic. Note that not all content is suitable for every platform or format – selection should be highly targeted and strategic. This is how you reach different platforms and increase the likelihood of being discovered by AI systems. A structured blog article can easily serve as a script for a YouTube video, whose transcript in turn can be analyzed by ChatGPT.

9. Practical Examples: How iGrow & Webgrow utilize AI Search

igrow's work demonstrates how AI Search works in practice. At our AI Search Agency, we optimize businesses so they appear as sources in ChatGPT & Co. Clients in real estate, moving, or accounting get cited in Perplexity; ChatGPT names them as trustworthy providers.

The Case Study "webgrow – AI SEO Agency from Vienna" shows how iGrow and WebHouse built a new brand named Webgrow. The goal was to combine AI visibility, Local Authority, and Paid Search. Thanks to this strategy, they acquired their first client inquiries even before the official launch. The website webgrow.at focuses on AI-powered SEO systems, Local AEO, and Entity Mapping, and is an ideal destination if you want to learn more about GEO optimization.

Another example: iGrow helped Nautika 1780 (a boat license school) build visibility in Mali Lošinj through multilingualism and AI-optimized SEO – indicating how combined local and international strategies work. The success stories that iGrow shares on its blog make it clear that AI Search is not just a buzzword, but already converts to leads and revenue today.

10. Conclusion: Act Now – AI Search is the Future of B2B Marketing

AI search systems are not a passing hype. They fundamentally change the search process: information is compressed, recommendations are made, and traditional click paths are eliminated. For B2B companies, this means: visibility is built directly into the answer, not just once users click to your website.

The key to success lies in an AI search strategy that unites SEO, content marketing, PR, data analysis, and Local Authority. Companies like iGrow and Webgrow demonstrate that appearing in ChatGPT, Google AI Overviews, and Perplexity is already possible today. However, implementing AI-search strategies in B2B marketing involves mastering various challenges – outstanding technological, ethical, and strategic aspects that call for continuous adaptation of SEO and content strategies. Now is the ideal time to trim your team for GEO readiness, structure your content, and communicate your brand message consistently.