Getting Found in AI: The New B2B Marketing Battleground What happens when your B2B customer stops Googling and starts asking ChatGPT, Gemini or Perplexity who can solve their problem? Does your company show up in the answer? On this episode of B2B No Bull, Liz Brohan and Mark Brohan talk with Ted Fay, principal consultant at 2 Find Marketing, about the rapidly changing world of AI search, AI visibility, generative engine optimization (GEO), answer engine optimization (AEO), and AI agents in B2B buying. Ted explains that getting “found in AI” isn't simply about ranking No. 1 on Google. It means having your company’s answers, expertise, brand voice and differentiators appear in the answers AI generates for potential customers. The conversation explores how AI uses “fan-out” searches to break a customer's question into multiple related searches, evaluate sources for trust and credibility, and synthesize an answer. That creates new opportunities for B2B marketers—but only if their expertise is visible across websites, blogs, LinkedIn, Reddit, news coverage and other credible sources. The episode also tackles a major organizational challenge: silos. Sales, customer service, product marketing, PR, social media and web teams all hold pieces of customer knowledge. AI makes it increasingly important to connect those pieces and tell a consistent story throughout the customer journey. And then there's the next frontier: AI agents that can research and potentially purchase products on behalf of buyers. B2B companies need to think seriously about what product information, pricing, availability and specifications should be publicly accessible—and whether their digital infrastructure is ready. Ted's bottom line? AI is here to stay, it's changing fast, and successful marketers need to know their customers' questions, provide authoritative answers, build trust and communicate what makes their company unique. Because in the AI era, the goal isn't just to rank. It's to be the answer. 5 resources/references mentioned 1. G2 AI Search research — The episode references G2 research on how extensively B2B software buyers are using AI during the purchase process. G2's current 2026 research expands on that shift toward AI-first software discovery. G2 — The Answer Economy: How AI Search Is Rewiring B2B Software Buying 2. 2 Find Marketing / Ted Fay — Ted's company, which focuses on helping organizations become discoverable through search and AI. The transcript directs listeners to tofindmarketing.com. 2 Find Marketing 3. Ted Fay on LinkedIn — Ted specifically invites listeners to connect with him on LinkedIn at TedFay. Ted Fay on LinkedIn 4. Google Gemini — Recommended in the episode as one of the AI engines marketers can use to test whether their company, products and answers are appearing in AI results and sources. 5. ChatGPT & Perplexity — Both are discussed as examples of AI tools customers are increasingly using for research, comparison and decision-making. The episode emphasizes that different AI engines can behave differently, making it important for marketers to understand how their brands appear across platforms. Three tweet-length highlight quotes In the AI era, getting found isn't just about ranking #1 on Google. It's about having your company's answer show up when a customer asks AI who can solve their problem. Don't just rank. Be the answer. AI doesn't just search. It evaluates sources, looks for trust and credibility, and builds an answer. If your expertise isn't showing up across the places your customers ask questions, you've got work to do. AI isn't killing marketing. It's exposing the silos. Sales, customer service, product, PR, social and web all hold pieces of the customer story. The marketers who connect those pieces may become the most valuable people in the organization
Getting Found in AI: The New B2B Marketing Battleground
What happens when your B2B customer stops Googling and starts asking ChatGPT, Gemini or Perplexity who can solve their problem? Does your company show up in the answer?
On this episode of B2B No Bull, Liz Brohan and Mark Brohan talk with Ted Fay, principal consultant at 2 Find Marketing, about the rapidly changing world of AI search, AI visibility, generative engine optimization (GEO), answer engine optimization (AEO), and AI agents in B2B buying.
Ted explains that getting “found in AI” isn't simply about ranking No. 1 on Google. It means having your company’s answers, expertise, brand voice and differentiators appear in the answers AI generates for potential customers.
The conversation explores how AI uses “fan-out” searches to break a customer's question into multiple related searches, evaluate sources for trust and credibility, and synthesize an answer. That creates new opportunities for B2B marketers—but only if their expertise is visible across websites, blogs, LinkedIn, Reddit, news coverage and other credible sources.
The episode also tackles a major organizational challenge: silos. Sales, customer service, product marketing, PR, social media and web teams all hold pieces of customer knowledge. AI makes it increasingly important to connect those pieces and tell a consistent story throughout the customer journey.
And then there's the next frontier: AI agents that can research and potentially purchase products on behalf of buyers. B2B companies need to think seriously about what product information, pricing, availability and specifications should be publicly accessible—and whether their digital infrastructure is ready.
Ted's bottom line? AI is here to stay, it's changing fast, and successful marketers need to know their customers' questions, provide authoritative answers, build trust and communicate what makes their company unique.
Because in the AI era, the goal isn't just to rank.
It's to be the answer.
5 resources/references mentioned
Three tweet-length highlight quotes
In the AI era, getting found isn't just about ranking #1 on Google. It's about having your company's answer show up when a customer asks AI who can solve their problem. Don't just rank. Be the answer.
AI doesn't just search. It evaluates sources, looks for trust and credibility, and builds an answer. If your expertise isn't showing up across the places your customers ask questions, you've got work to do.
AI isn't killing marketing. It's exposing the silos. Sales, customer service, product, PR, social and web all hold pieces of the customer story. The marketers who connect those pieces may become the most valuable people in the organization