AI Is the New B2B Gatekeeper — Is Your Content Making the Cut?

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Written by: Phil Donaldson

Hey, there’s a new gatekeeper in the B2B buying process. It’s AI.

AI isn’t just informing the buying process. It’s guiding it. Are AI-assisted buyers finding your content?

Buyers today aren't just casually using AI. They're increasingly delegating their research to it. 

A Real-World AI-Assisted Buyer

Candyce and I saw this in action late last year. An architect at a telecom firm was tasked with leading his company’s search for a new ERP. He showed Candyce and me his research. He was using AI at every step of the process to research, assimilate information, direct his discussions with internal team members and drive his whole decision process.

Adapt Or Die

As Millennials increasingly take on decision-making roles, they favor a digital-first approach. This threatens to make traditional sales models less effective, compelling companies to adapt or die. They're increasingly conducted without direct human contact, as buyers rely on AI-curated summaries rather than vendor interactions.

Picture this: instead of your buyer directly checking out vendor websites, whitepapers, or case studies, they're simply asking AI assistants like ChatGPT or Claude to summarize the options. 

That means if your content isn't easily discoverable or highlighting a useful point of view, your insights won't even be part of the conversation.

Be The Trusted Resource

But AI isn't just summarizing data. It's actively shaping how buyers understand their problems and solutions. Buyers are trusting AI as an unbiased curator. 

So if your competitors' thought leadership dominates online AI-assisted searches, guess whose insights AI serves up?

You need to be the resource AI consistently finds and recommends in order to make the buyer’s shortlist.

So, consider this carefully: when buyers use AI tools, does your content rise to the top, or are you still counting on outmoded methods to get noticed?

Optimizing Thought Leadership for AI Discovery

To make your thought leadership content discoverable by AI, you need to:

  1. Answer Clear, Specific Questions: Anticipate the exact questions your buyers ask AI tools, and provide concise, informative answers.
  2. Use Natural, Conversational Language: AI favors content that's cogent, easy to digest, and clearly summarized.
  3. Structure Content Clearly: Use headings, subheadings, and bullet points to help AI accurately interpret and deliver your insights.
  4. Prioritize Relevance and Credibility: AI values credible, authoritative sources. Include reputable references, data, and expert opinions.
  5. Regularly Update Content: AI frequently surfaces the freshest, most current information. Keep your content timely and relevant.

In short, create content designed not just for humans — but also for AI's evolving role as the primary gatekeeper in the buying journey. 

Are you optimizing your content for AI visibility, or hoping it'll magically surface on its own?

Related: Investing Together: The Secret to Financial and Relationship Success