How Do B2B Brands Get Cited by AI Answer Engines?
B2B brands earn a place in AI answers by publishing clear, quotable content that isn’t gated, keeping it in a human voice, cleaning up their third-party profiles and tracking visibility every month. With 60% of B2B buyers now bringing AI tools into their research, Andrea Duffy-Cabana, Senior Director of Paid Media at Anteriad, lays out a practical answer engine optimization (AEO) playbook in AW360 by Advertising Week.
Key takeaways
- Write the content you want quoted. Put definitions, comparison tables, hard numbers and FAQs at the top of the page. Keep your most important content ungated, because LLMs can’t read what sits behind a form.
- Sound like a person. Use a brand style guide to train and edit AI drafts. Generic, robotic copy turns readers off and gets punished by AI algorithms.
- Take ownership of third-party sites. LLMs pull heavily from Reddit, G2 and Capterra. Claim your profiles, correct outdated details and ask happy customers for reviews.
- Track it like SEO. Benchmark against competitors with tools like Profound or Scrunch, then review and update monthly as buyer questions change.
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