B2B Marketing, Disrupted: Demand’s Path Forward

As LLM adoption accelerates and AI overviews multiply, zero-click behavior is only expanding on traditional search engines to the tune of 60% of searches now ending without a click. Most marketers are seeing this domino effect directly in their dwindling organic search traffic and know they must evolve to nab precious citations. But in these early days of GEO/AEO, the mystery of exactly how to effectively evolve is sending even the most seasoned pros scrambling.

In this session, Informa TechTarget’s Head of Studio Mandi Tompkins and guest speaker, Forrester Principal Analyst Lisa Gately will provide a candid and practical look at what we know based on critical optimizations and real-world wins — and equally, what we don’t know, and key experiments to try to get closer to the truth.