Robynn Farrell

People aren’t just Googling anymore; they’re asking ChatGPT, Claude, and Perplexity to make decisions for them. “What’s the best CRM for startups?” “Which landing page builder should I use?”

The challenge is that you can’t see where ChatGPT looks before it picks a winner: the queries it uses to retrieve information and build AI recommendations are completely invisible.

Until now.

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The problem with B2B AI marketing tactics right now is that everyone’s selling certainty in a system that’s changing weekly.

LinkedIn is drowning in posts about “guaranteed” AI strategies: screenshot after screenshot of viral wins, tools that “definitely” get you ranked, and carousels that “always” perform. 

But when you actually test them, most fall apart. Not because the tactics are completely wrong, but because they’re presented without context, caveats, or an honest assessment of what changed since they stopped working.

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Planning content around search volume data alone while LLMs are running numerous backend queries is the fastest way to miss out on content opportunities.

Seer Interactive found that 95% of the queries that answer engines actually execute have zero tracked search volume. Zero.

So every time you open your keyword tool and filter by volume, you’re systematically ignoring what ChatGPT, Perplexity, and Gemini are searching for.

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You’ve been there. You start building lead scoring in HubSpot or Marketo, and immediately fall into dropdown purgatory: endless clicking through menus, assigning point values to job titles, email opens, and webinar attendance.

Weeks later, you launch it. Before you know it, you’re stuck QAing, checking how your rules affect MQL flow, and realizing you may have over-scored or under-scored in ways that ripple through your ABM funnel. 

The problem isn’t the tool. It’s the approach.

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You did the hard part: built a tight lookalike list (with 500 accounts, maybe more) with all the right firmographics, technographics, and buying signals.

Then you fire up on outbound, treating the whole list like it’s net-new.

That’s where the money starts quietly evaporating.

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The AI search conversation has devolved into a mess of conflicting data points, breathless predictions, and cherry-picked statistics. 

One report tells you to panic while another says nothing’s changed. Meanwhile, marketing buzz swings between “Google is dead” and “AI is overrated,” depending on which study dropped that week.

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Brainstormed personas are obsolete. They’re slow to build, easy to forget, and completely disconnected from how people actually buy because they’re built on opinions, instead of data.

AI-built customer avatars replace guesswork with proof, pulling live buyer data and cross-checking insights across multiple AI models, evolving with every sale.

These systems define who to target, what to say, and how to win before a single ad goes live.

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B2B audience research shouldn’t be a luxury item. If insights require a massive budget, most teams will never get them. 

You don’t need a six-figure research sprint to learn what people want. The conversations you need are already public, sitting on Reddit, LinkedIn, review sites, and forums, waiting to be mined. The only thing stopping most marketers is habit and a misguided belief that market research needs an agency badge to be legitimate.

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SEO used to be about visibility. Now it’s about credibility.

Discovery is shifting from keywords and rankings to AI-driven chat experiences.

The real advantage, however, isn’t training AI to recognize your brand in these experiences, but to recommend it.

That’s the shift.

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The old funnel’s basically dead. Buyers aren’t clicking their way through journeys anymore. They’re discovering brands in places where clicking is optional or nonexistent: AI summaries, LLMs, LinkedIn feeds, and Reddit-style threads. That’s where the momentum starts: where people shape what’s trusted, repeated, and remembered.

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