LLM Optimization for B2B

The Internet has lowered the friction of information access and online transactions. This is now occurring in complex B2B buyer journeys. No longer are buyers cycling through requests for information and demos. Now, buyers are doing their own research and engaging with prospective companies late in the buyer journey. It wasn’t long ago that prospects meant prospective buyers in a CRM. Now, prospects mean SAAS companies under consideration for a purchase.

LLMs will play a vital role in the collection and synthesis of information. Marketing content needs to be LLM-friendly, whereas content in the past was skewed toward Google spidering and backlink algorithms. Users will favor time efficiency over visiting content and user review websites manually. I can see a day where agents automatically track and rank buyer prompt/response pairs. In the meantime, have your Prompt Engineer continually test if and how your company is found. What was the most successful messaging content? Hopefully, LLMs will not follow the SEO playbook and sell out to enable companies to buy their way into the pole position of responses.