AEO might widen your marketing window, but ABM will definitely target your sales
IBA has been keeping a watchful eye over the B2B marketing rush to integrate AI into every facet of marketing strategy. Answer Engine Optimization is one of the hottest topics right now as more B2B buyers, estimates range from around half to even as many as two-thirds, are actively using AI during the buying cycle.
There is definite value to understanding how PR placements influence brand visibility on answer engines. But analytics are in their infancy and it’s easy to get over-excited about the mass of media AEO tells you you’re not in because they cast their net wide. For AEO to be relevant for B2B, the net must be targeted. IBA’s own team recently proved one of our clients is already featuring in one in three Tier 1 industry media publications cited by AI tools. In other words, media targeted to the markets our client is selling to.
You heard it here first, beware becoming an LLM lemming when chasing the latest tools!
Beware the AI-driven cliff!
But are we in danger of letting the numbers blind us? Or letting the tail wag the B2B marketing dog? Dig a level deeper and you start to uncover the humans behind the buying research.
Sales intelligence company 6Sense ran a primary research study analyzing AI usage by B2B buyers. Its conclusion is striking: “Yes, B2B buyers are using LLMs. In fact, 94% of buyers in our study reported using them during their buying journey. That number alone might seem to validate the panic. But here’s what matters more: those same buyers are still having an average of 16 interactions with the winning vendor throughout their buying process. That’s statistically identical to 2023 and just one interaction fewer than 2024.
“In other words, LLM adoption hasn’t displaced vendor engagement. It hasn’t eliminated the need for human conversation, relationship building, or the validation that comes from direct interaction with sellers.”
Engaging buyers requires a targeted approach on all fronts
The buyers in the 6Sense study were evaluating solutions with an average annual value of approximately $250,000. In our experience, SaaS sales to large multinational organizations in industries such as aerospace & defense, manufacturing, energy & utilities, and pharma can even range into the multi-millions. Moving the needle to get this size of deal requires more expertise than an AI bot can provide!
You’re not selling running shoes, holidays, or cars when you get to this scale of selling
Enter Account-Based Marketing (ABM), which is a much more targeted deployment of PR techniques. It’s about being visible to the key influencer who actually hold the purse strings by building:
Targeted thought leadership: Instead of broad industry PR that generalizes trends to reach the wider consumer audience, develop bylined articles and expert quotes tailored specifically to the unique pain points of your target organizations. If you are targeting a Tier One automotive manufacturer, content shouldn’t just talk about “Industry 4.0” – it should address the specific supply chain bottlenecks or regulatory hurdles that their C-suite is losing sleep over.
Trust and credibility through third-party validation: In a world of “fake news” and AI-generated SEO filler, earned media remains the gold standard of trust. When a key stakeholder at a target account sees your CEO quoted in a prestigious trade publication or a national business title, it provides a seal of approval that no paid advertisement can replicate. It de-risks the purchase decision before the first sales call even happens.
Content acceleration for sales nurturing: Earned media coverage should be weaponized by sales teams as high-value nurturing content. A “thought you might find this interesting” email containing a link to a recent interview or industry analysis is a low-pressure, high-credibility way to keep a prospect engaged during a long sales cycle.
It’s all about digital proximity
Social media in an ABM context isn’t about likes or shares, it’s about digital proximity where your prospects live and breathe. The delivery mechanisms are here.
LinkedIn account-based targeting: This involves moving beyond the generic company page post. Utilize LinkedIn’s sophisticated ad tools to serve personalized content specifically to the job titles and seniority levels within a target account list. This ensures your most provocative thought leadership is appearing directly in the newsfeeds of the decision-makers you are actively trying to influence.
Social listening & intent data: By monitoring the online discussions and professional updates of target account stakeholders, marketing teams can identify buying signals or emerging challenges. This intent data allows sales teams to target their outreach, ensuring they are offering a solution to a problem that was discussed on LinkedIn only hours prior.
Personalized sales engagement: Alongside paid approaches, key executives can use social channels to engage directly with stakeholders through thoughtful comments on their posts and personalized direct messaging. By building a rapport based on shared industry insights rather than a hard sell, you transition from “vendor” to “trusted advisor.”
The human buying element in a digital age
As we navigate the rise of the machines, let’s not forget that the most complex B2B deals are still signed by people, not algorithms. AI might help a buyer research a category, but it is the combination of third-party credibility, social rapport, and human expertise that actually closes the deal.
B2B brands must make sure every marketing dollar is working toward that multi-million-dollar conversion.
Jamie Kightley is Head of Client Services at IBA International.
