Why Enterprise Buyers Research You Before They Contact You
Enterprise technology buyers are increasingly using AI tools like ChatGPT and Claude for their research, bypassing traditional search engines. This shift necessitates a new strategy called generative engine optimization (GEO), focusing on building a strong and consistent digital presence across multiple platforms. Buyers are conducting extensive background checks, often following content creators for months before making contact, and AI recommendations are significantly influencing their purchasing decisions, sometimes leading them to vendors they've never encountered before. AI
IMPACT AI tools are becoming primary research channels for enterprise buyers, necessitating new 'GEO' strategies for vendors to ensure visibility and trust.