Beyond Google: B2B Marketing Strategies in the Age of AI Search

I came across an interesting post on Instagram the other day that stopped me mid-scroll. An investment profile revealed that Google’s entire business is built mostly on one thing: search ads, which account for 56.6% of their revenue. The post went on to explain that “AI and SEO have cluttered the internet with noise” and “people don’t trust Google’s top results anymore.”

This got me thinking about the massive shift we’re experiencing as B2B marketers. Traditional search engines are no longer the only gateway to information, and in some cases, they’re not even the preferred one. As AI tools like ChatGPT, Claude, and other AI search alternatives gain traction, we must adapt our strategies to remain effective in connecting clients with their prospects.

The Changing Search Landscape: What the Data Shows

Recent research reveals a notable transformation in how people find information online. According to a Future Publishing study, more than a quarter of Americans (27%) now use AI chatbots like ChatGPT instead of traditional search engines. Meanwhile, another study by Higher Visibility found that while 71.5% of people report using AI tools for search, most still prefer traditional search engines for general information.

The key insight isn’t that Google is disappearing—it’s that search behavior is diversifying.

This shift is particularly evident in the Instagram posts I came across. The investment profile pointed out that Google’s business model relies heavily on search ads (56.6% of revenue), creating vulnerability as user behavior changes. The observation that “AI and SEO have cluttered the internet with noise” and that “people don’t trust Google’s top results anymore” reflects growing dissatisfaction with traditional search experiences.

More than a quarter of Americans (27%) now use AI chatbots like ChatGPT instead of traditional search engines. As search behavior diversifies, B2B marketers must adapt their strategies to remain effective.” #B2BMarketing #AISearch

Why Users Are Making the Switch

Understanding why users are embracing AI search tools can help us adapt our B2B marketing strategies:

1. Direct answers vs. link hunting: AI chatbots deliver comprehensive, contextual responses instead of requiring users to click through multiple links.
2. Conversational experience: Users can ask questions naturally and follow up with clarifications, creating a more intuitive search experience.
3. Personalization and context: AI tools remember previous questions and can provide tailored responses based on the user’s specific situation.
4. Deeper explanations: For complex topics, AI tools can provide step-by-step explanations and synthesize information from multiple sources.

Strategic Opportunities for B2B Marketing

Rather than viewing this shift as a threat, smart B2B marketers can leverage these changes to create more effective strategies.

1. Develop Content for AI Discoverability

AI tools source their information differently than traditional search engines. To optimize content for AI discovery:

• Focus on direct answers to specific questions: Create content that clearly addresses common industry questions your prospects might ask.
• Prioritize expertise and depth: AI tools increasingly favor authoritative content that demonstrates genuine expertise rather than keyword-stuffed articles.
• Use “Ranch Style” content: As noted by Bernard Huang, instead of creating one massive “skyscraper” post, develop several shorter, more focused pieces that interlink and each provide unique value.
• Structure content with clear headers: AI tools can more easily extract information from well-structured content with descriptive headings.

2. Leverage AI Tools in Your Marketing Stack

B2B marketers should become proficient with AI tools to strengthen themselves:

• Create personalized content at scale: Use AI to develop tailored messages for different audience segments while maintaining the human touch.
• Enhance lead qualification: Deploy web AI chatbots to engage visitors 24/7, answer questions, and qualify leads before human follow-up.
• Automate repetitive tasks: Use AI for data analysis, basic content drafting, and administrative tasks to free up your team to focus on strategy and creative work.
• Improve research capabilities: Use AI to analyze market trends, competitor strategies, and customer behavior more efficiently.

Smart B2B marketers don’t view AI search as a threat but as an opportunity. Focus on creating authoritative content that answers specific questions, structure with clear headers, and distribute across multiple channels.” #MarketingStrategy #AITrends

3. Diversify Content Distribution Channels

With attention fragmenting across platforms:

• Build presence across diverse discovery channels: Develop content strategies that span:
  • Traditional search engines (Google, Bing)
  • Content optimized for AI tool discovery (creating authoritative content that AI tools like Perplexity, ChatGPT, and Claude will reference)
  • Professional networks (LinkedIn, industry-specific forums)
  • Vertical-specific platforms (G2, Capterra for SaaS)
  • Content aggregators (Medium, SubStack, industry publications)
  • Video platforms (YouTube, Vimeo for educational content)
  • Community platforms (Reddit, Discord, Slack groups)
• Create multi-format content: Different AI tools excel at processing different content types. Develop text, video, and audio content to maximize discoverability.
• Establish direct audience connections: Invest in email marketing, communities, and other direct channels that don’t rely on search algorithms.

4. Focus on First-Party Data

As third-party tracking becomes less reliable and search patterns change:

• Build robust data collection: Develop strategies to capture valuable first-party data through interactive content, surveys, and engagement tools.
• Create data-driven personalization: Use customer data to develop highly targeted content that addresses specific pain points.
• Implement AI-powered analytics: Deploy machine learning to identify patterns in customer data that can inform more effective marketing strategies.

The Path Forward: Embracing Change

The shift to AI search tools represents an evolution, not a revolution. Google isn’t disappearing—in fact, according to SparkToro’s research, Google search grew by over 20% in 2024, receiving 373 times more searches than ChatGPT.

The most successful B2B marketers will be those who adapt to this changing landscape by:

1. Balancing traditional and AI-oriented strategies: Maintain effective SEO practices while developing content optimized for AI discovery.
2. Focusing on genuine value: Creating truly helpful, expert content remains the most future-proof strategy regardless of how it’s discovered.
3. Staying nimble and experimental: Test new approaches, measure results, and continuously refine strategies as the technology evolves.
4. Maintaining the human element: Use AI as a tool to enhance human creativity and expertise, not replace it. The personal touch remains crucial in B2B relationships.

By embracing these changes and developing strategies that work across the entire search ecosystem, B2B marketers can continue to deliver outstanding results for their clients, regardless of how prospects discover their content.

Want to discuss how your B2B marketing strategy can thrive in the age of AI search? Contact our team for a consultation today.