B2B customers are increasingly turning to AI tools like ChatGPT, Perplexity, and Google’s AI mode to research and discover products.
They’re doing longer and more personalized searches than traditional search, going through more of the buying journey, and visiting to websites with more intent to convert.
As a result, B2B companies are starting to see real pipeline and revenue from customers that are discovering them through AI search.
While this is a very new channel, and we’re all still figuring it out, there are some early best practices emerging, and Mark Sourced is happy to help customers develop a strategy to unlock this new demand capture channel.
Our Process
Step #1: Customer discovery
First, we gather as much data about your customers as we can. We have a kickoff call to learn about your business. Then we review any customer data we can get our hands on — call recordings, chat lots, Salesforce activity logs, and even conduct customer interviews if we can.
The foundation of successful marketing is in understanding the customer, so we always start there.
Step #2: Audit current AI search visibility and web content
Next, we build a list of relevant AI search prompts and assess you and your competitor’s visibility across those prompts. As a part of this process, we assess your existing web content, as well as the web content that is being cited by the LLMs to discover opportunities.
Step #3: Prioritize and recommend opportunities
After the research phase, we compile a list of recommendations, ranked by potential level of impact. We then work with you to review, prioritize, and attack your top opportunities.
Step #4: Execution
Some teams like to take those recommendations and execute them on their own. Others want someone to guide them via regular check in calls. And still others are looking for someone to get into the weeds and help execute the work. We can help you in whatever way best enables you to meet your goals.
Common AI SEO Optimizations
To give a sense of the types of activities that typically drive results in LLM search, these are examples of the types of tactics that we often recommend:
Creating Landing Pages For Many Product Use Cases
Prospects do longer and more personalized searches in LLMs vs. traditional Google search. More long tail pages highlighting different use cases for different personas gives you more of a chance to be recommended for long tail searches.
Reaching Out to Sites That Are Currently Being Cited in Target LLM Prompts
A great way to get cited in an LLM result is to be featured in the sources that they’re using to answer the prompt. You need to understand what sources are being used for your target prompts and figure out how to get included.
Creating Content Similar to What is Being Cited in LLM Prompts
In addition to being listed in the sources that LLM prompts are citing, it helps to create your own content similar to what LLMs are referencing. Listicles are a common type of article referenced in LLMs, so creating your own version of a listicle that’s being referenced, as an example, could be a great way to get yourself included.
Updated Existing Content For Freshness
ChatGPT in particular tends to favor showing more recent content in its search results. The reason is that a web search is typically triggered because it doesn’t feel it can accurately answer a question from its training data.
Updated your existing content to include terms like 2025 is an easy tactic to get more visibility.
Encouraging Content Creation Across Channels Commonly Cited by LLMs
LLMs tend to fan searches out across multiple websites and data sources to find source information for an answer. The more places that you show up, the more likely you are to be recommended. Reddit and YouTube are commonly sourced channels that are helpful to attack as a part of this process.
Creating Great Stuff For Your Customers That Gets Talked About in the Market
The most foundational thing you can do to get referenced by an LLM is to be a great company that gets talked about by your customers in multiple places. So, create great stuff, be active in the market, and drive discussion and you’re more likely to get referenced.
About
Hi, I’m Dan Payne, the founder of Mark Sourced. For over 15 years, I worked in demand generation and search marketing inside high-growth B2B technology companies.
I know the pressure to deliver pipeline because I’ve been in the seat of building programs that are expected to translate into measurable growth.
I started Mark Sourced to give B2B marketers a different kind of partner: one who combines strategic demand gen experience with hands-on execution.
When you work with Mark Sourced, you work directly with me. No junior account managers, no hand-offs. Just senior-level expertise focused on turning search into a repeatable pipeline engine for your business.
