Tobias Fischer founded HigherUp Digital (B2B Tech Agency), Sermondo (Enterprise Tech Media), and is VP Marketing at Euvic US (Software Dev).
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The way enterprise technology buyers make purchasing decisions has fundamentally shifted, and most B2B companies haven't caught up yet. The traditional buying funnel, where a prospect finds you, reads a case study and books a call, is no longer how deals actually happen.
Today's enterprise buyer is a researcher. They study you for weeks before you ever know they exist. And increasingly, they're not just searching Google. They're asking AI.
This shift demands a new strategy: generative engine optimization (GEO), built on a fully optimized, trust-rich digital presence.
Enterprise buyers have become significantly more skeptical and significantly more thorough. According to Gartner, B2B buyers now spend only 17% of their total purchasing time in direct contact with vendors, meaning roughly 80% of the journey happens without you.
Before a single discovery call is booked, decision-makers are running in-depth background checks not just on your company but on you personally. I've had enterprise clients mention they followed my content for months before reaching out. One even told me they checked my (personal) Instagram.
Forrester's 2024 Buyers' Journey Survey found that 92% of B2B buyers already have a preferred vendor in mind before they even begin the formal buying process.
The concept of "trust inflation" means that buyers require more proof points than ever to feel confident in a vendor.
Most B2B companies optimize their website and call it a day. That's a critical mistake. The modern buyer journey spans a web of touchpoints, and gaps in your digital presence are perceived as credibility gaps.
Think of your digital presence as an interconnected ecosystem: your company website, your personal LinkedIn, employee LinkedIn profiles, YouTube content, third-party review platforms and rankings sites, media mentions, podcast appearances and even social platforms like Instagram. Each one is a node. Together, they either build a coherent picture of authority, or they don't.
What's striking is how far this shift has penetrated even traditional enterprise buying. Through my work with Euvic U.S., a more than 6,000-person software development and IT services company operating at the enterprise level, we've seen firsthand that even buyers of complex services are now turning to tools like ChatGPT as a first step in their research.
Large language models like ChatGPT, Claude, Gemini and Perplexity are rapidly becoming the first stop for enterprise buyers researching solutions.
The question is not just "will I rank on Google?" It's "will I be recommended by AI?"
The numbers are hard to ignore. According to G2's 2026 Buyer Behavior Report, 51% of B2B software buyers now begin their research with an AI chatbot more often than with Google, up from just 29% the previous year.
Nearly three in four rely on AI chatbots during the research process entirely. A separate multisource analysis of 680 million AI citations found that AI search traffic converts at five times the rate of traditional organic search. And crucially, 69% of buyers ended up choosing a different vendor than they originally planned based on AI chatbot guidance, with one in three purchasing from a vendor they had never heard of before.
I've personally closed some of my largest clients this way. They came through ChatGPT. Notably, they didn't even compare me or my agency beforehand; they received a recommendation and moved forward.
That's the power of GEO: When the AI trusts you, the buyer trusts the AI's judgment.
Getting started with GEO doesn't require a massive budget. It requires a disciplined approach built on three phases:
Entity clarity means making sure that every platform where you exist describes who you are in consistent, specific terms. Your name, your company name, your area of expertise and your value proposition should be unambiguous everywhere: your website's About page, your LinkedIn headline, your author bio on third-party publications.
Entity consistency means synchronizing those signals across your entire digital ecosystem. The language on your LinkedIn should echo the language on your website, which should echo the language in your press coverage. Tools can make this measurable: It tracks how your brand is being perceived and cited by AI models in real time.
Scale through PR and content is the amplification phase. Once your entity is clear and consistent, expand your footprint through guest articles on industry publications (like this one), Reddit mentions, podcast appearances, speaking engagements, LinkedIn newsletters and YouTube content. As 6sense's 2025 Buyer Experience Report confirms, 95% of the time the winning vendor is already on the buyer's shortlist before any contact is made.
We are moving toward a world where a vice president of engineering at a midsized company will open ChatGPT and say: "Who are the best software development partners for fintech integrations in the U.S.?" The LLM will respond the way a trusted colleague would, with a name, a reason and confidence.
As G2's chief innovation officer put it, AI chatbots have compressed the market into a single answer, much like Google compressed it to the first page of results and the Yellow Pages compressed it into one big book. Except now, there may be only one answer.
That moment is either an opportunity or a missed opportunity for your brand. The companies building that AI-level authority now will be the ones that get recommended. The ones that don't will be invisible.
The shift toward GEO is already happening.
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