--- title: "B2B GTM Strategy for 2027: How CMOs Should Adapt Their Plans for AI Search" description: AI search is now a core B2B GTM channel. How CMOs should adapt their 2027 plans, based on new data from 300 GTM leaders and hands-on AEO work. --- [![generatemore.ai logo](https://generatemore.ai/hubfs/GENERATE%20MORE%20LOGO%20PACK-18-1.svg "generatemore.ai logo")](https://generatemore.ai/?hsLang=en-us) [![GENERATE MORE LOGO PACK-07](https://generatemore.ai/hubfs/GENERATE%20MORE%20LOGO%20PACK-07.svg "GENERATE MORE LOGO PACK-07")](https://generatemore.ai/?hsLang=en-us) - [Services](https://generatemore.ai/answer-engine-optimization-aeo-services-generate-more) - [Case Studies](https://generatemore.ai/case-studies) - [Blog](https://generatemore.ai/blog) - [Pricing](https://generatemore.ai/ai-visibility-aeo-pricing) More results En-us - English - United States - [Suomi](https://generatemore.ai/fi/blog/b2b-markkinointisuunnitelma-2027-näin-päivität-go-to-market-strategian-tekoälyhakuun) [Book a Call](https://meetings-eu1.hubspot.com/numminen) [Book a Strategy Call](https://meetings-eu1.hubspot.com/numminen) - [Services](https://generatemore.ai/answer-engine-optimization-aeo-services-generate-more) - [Case Studies](https://generatemore.ai/case-studies) - [Blog](https://generatemore.ai/blog) - [Pricing](https://generatemore.ai/ai-visibility-aeo-pricing) [Schedule Meeting](https://meetings-eu1.hubspot.com/numminen?uuid=fff7aed9-4f53-41a4-bece-2dc6b559df0f) [AI](https://generatemore.ai/blog/tag/ai) # B2B GTM Strategy for 2027: How CMOs Should Adapt Their Plans for AI Search [![Lari Numminen](https://generatemore.ai/hs-fs/hubfs/lari%20copy.jpeg?width=40&height=40&name=lari%20copy.jpeg)](https://generatemore.ai/blog/author/lari-numminen) by [Lari Numminen](https://generatemore.ai/blog/author/lari-numminen) 13 min read Oct 23, 2026, 7:01:08 AM *By Lari Numminen, founder of Generate More, a Helsinki-based AEO and AI SEO agency for Nordic and international B2B software companies.* Every autumn I rebuild my go-to-market plan for the coming year, and this time I did it with a new report open in the next window. Kyle Poyar of Growth Unhinged and Maja Voje of GTM Strategist surveyed 300 software GTM leaders in September 2026 for the [2026 State of B2B GTM report](https://www.growthunhinged.com/p/2026-state-of-b2b-gtm-report). For anyone who runs marketing, the headline is that AI search, also called answer engine optimization (AEO), is now a core channel for 39% of B2B companies. That is up 11 points in a year, and AI search is also the channel where the most teams plan to increase investment. I run AI search programmes for B2B software companies, so the finding matches what I see every week. The report shows where budgets are heading. The harder question is how to spend them, including what changes in a B2B GTM strategy when buyers ask ChatGPT, Claude and Google's AI Mode about your category before they ever visit your website, and which parts of the plan should stay as they are. ### Key takeaways - AI search is the fastest-growing B2B GTM channel. Half of GTM teams (50%) plan to invest more in AEO in 2027, more than in any other channel ([State of B2B GTM](https://stateofb2bgtm.com/)). - Start with positioning. AI assistants assemble their answer about your company from what the web says about you, and only 2.2% of citations on unbranded queries come from brand-owned sites ([Foundation](https://foundationinc.co/lab/branded-unbranded-ai-citations/)). - Keep funding SEO. Google says the best practices for SEO remain relevant for AI Overviews and AI Mode ([Google Search Central](https://developers.google.com/search/docs/appearance/ai-features)), yet only 15% of teams plan to increase SEO investment. - Measure AI search by its influence on buying conversations. Clicks from AI answers will keep shrinking. - Run ChatGPT ads as a capped test, and move event budget toward small dinners. ## What the 2026 State of B2B GTM report says about 2027 Pipeline is the problem every GTM leader is trying to solve. It was the most common answer when respondents named their biggest GTM challenge, and positioning came third ([full report](https://stateofb2bgtm.com/)). The channel data shows where teams expect that pipeline to come from. The table pulls out the seven channels that matter most for a 2027 marketing plan from the 16 the report tracks. | Channel | Core channel in 2026 | Change vs 2025 | Plan to increase in 2027 | | --- | --- | --- | --- | | Network and intros | 62% | New in 2026 survey | 24% | | SEO | 51% | Down 2 points | 15% | | LinkedIn posting | 50% | New in 2026 survey | 34% | | Intimate events | 40% | Down 3 points | 42% | | AI search (AEO) | 39% | Up 11 points | 50% | | Paid digital ads | 38% | Down 5 points | 17% | | Large conferences | 34% | Down 13 points | 12% | *Source: [2026 State of B2B GTM report](https://stateofb2bgtm.com/), Kyle Poyar and Maja Voje, October 2026 (N=300).* AI search is the only channel in the table that grew as a core channel. SEO, paid ads and both kinds of events all lost ground, and large conferences lost the most. The investment column is even more lopsided, with half of respondents putting more money into AEO while SEO sits near the bottom at 15%. The authors also make a prediction I agree with completely. "Looking ahead, we believe the next battleground will be positioning and messaging," they write ([Growth Unhinged](https://www.growthunhinged.com/p/2026-state-of-b2b-gtm-report)). I would go one step further. In AI search, positioning and the channel are the same problem, and that is where I expect most 2027 plans to go wrong. ## Why AI search became a core B2B channel in a single year Buyers now hand the first round of vendor research to an AI assistant. A prompt like "which procurement analytics platform suits a mid-sized manufacturer" returns a short list with reasons attached, and the buyer reaches your demo form, or a competitor's, already holding an opinion. Google is moving the same way. Pew Research found that users who saw an AI summary clicked a traditional search result in 8% of visits, compared with 15% for users who did not see one ([Pew Research Center](https://www.pewresearch.org/short-reads/2025/07/22/google-users-are-less-likely-to-click-on-links-when-an-ai-summary-appears-in-the-results/)). The effect shows up in my client data too. Several B2B software and services companies I work with have lost up to 40% of their organic clicks over the past year while keeping the same top rankings. Most of the answer a buyer reads is written by someone else. Foundation and AirOps analysed 5.1 million AI responses for 50 B2B brands and found that 10.15% of citations pointed to brand-owned domains. On unbranded queries, where the buyer has not yet picked a vendor, the brand-owned share fell to 2.2% ([Foundation](https://foundationinc.co/lab/branded-unbranded-ai-citations/)). Ross Simmonds built his [BrightonSEO keynote](https://brightonseo.com/events/october-2026/talks/how-to-engineer-your-brand-into-the-memory-layer-of-every-) this month around the same research, arguing that brands now have to earn a place in what language models remember about them. So I describe AI search to CMOs as a positioning channel. For a growing share of your buyers, whatever ChatGPT says about your company is your positioning, whether or not it matches the messaging deck your team approved. ## How CMOs should adapt their GTM plans for 2027 ### 1. Fix what AI says about you before producing more content Open ChatGPT, Claude and Google AI Mode, and ask each one what your company does, who it serves and which alternatives a buyer should consider. In most first audits I run, at least one engine describes a company the leadership team would not recognise. Usually it is the product from three years ago, still described in the language of a category the company has since left. Survey respondents feel this too. One of the verbatim answers in the report's positioning category reads "repositioning the classical product and the new AI-native product" ([full report](https://stateofb2bgtm.com/)), which is a problem the engines will keep repeating back until the web says otherwise. The repair starts with the pages AI systems read for factual claims. Product pages, solution pages, comparison pages and help-centre documentation state plainly what you do, for whom and against whom, so they carry more weight here than another opinion post. I prioritise them ahead of blog content for every new client. I also build alternative pages separately from comparison pages, because they serve different buyers. Someone evaluating A against B is shopping, and someone searching for alternatives to B is getting ready to leave. Then write the category down and use it everywhere. If your team calls the product a relationship intelligence platform and every third-party page calls it a CRM add-on, the models will repeat the third-party version. The [Zero-Click Sales methodology](https://generatemore.ai/blog/zero-click-sales-a-methodology-for-b2b-growth-when-traditional-marketing-stops-working?hsLang=en-us) I use with clients starts at exactly this point, by mapping the questions buyers ask before writing any answers. ![Only 2.2% of AI citations on unbranded B2B queries point to brand-owned websites, Foundation and AirOps study of 5.1M AI responses](https://generatemore.ai/hs-fs/hubfs/b2b-gtm-strategy-2027-ai-citations-brand-owned.webp?width=618&height=618&name=b2b-gtm-strategy-2027-ai-citations-brand-owned.webp) ### 2. Fund AEO without defunding SEO Fifteen percent of GTM leaders plan to increase SEO investment in 2027, against 50% for AI search ([full report](https://stateofb2bgtm.com/)). I understand the instinct, and for most B2B software companies I think it is a mistake. Google's own guidance is that a page must be indexed and eligible to show in Google Search with a snippet to appear as a supporting link in AI Overviews or AI Mode, and that "the best practices for SEO remain relevant for AI features in Google Search" ([Google Search Central](https://developers.google.com/search/docs/appearance/ai-features)). That is why I anchor every AI search programme around Google's AI features first. They sit on top of the rankings your team already earns, and they reach the largest share of B2B buyers. We also track how often Google's AI answers searches about the region's biggest companies in our [Nordic AI Overviews Index](https://generatemore.ai/blog/nordic-ai-overviews-index-how-often-googles-ai-answers-a-search-for-the-nordics-largest-companies?hsLang=en-us). The numbers already show the two channels converging. Among companies with deals under $5k, AI search is now tied for the second most popular channel at 35%, one point ahead of SEO at 34%, a year after SEO held first place ([full report](https://stateofb2bgtm.com/)). Both draw on the same content and the same authority. Cut one to fund the other and you usually weaken the inputs for both. I have watched the two compound at close range. At one B2B SaaS client with an enterprise buying committee, demos sourced from search grew from 5 in May 2025 to 25 in April 2026, and by spring AI tools alone were bringing in three to four demos a month ([Dark SEO](https://generatemore.ai/blog/dark-seo-why-your-dashboard-is-hiding-a-third-of-your-pipeline?hsLang=en-us)). Over that year, search and AI search together became the company's largest source of new leads. Neither channel would have got there alone, because buyers who first heard the name in ChatGPT went to Google to check the company before booking a call. For a 2027 budget, I would put AEO inside the search line as an extension of SEO, with its own goals and its own tracking, instead of setting it up as an experiment that competes with SEO for the same euros. Report it as its own line, so leadership can see exactly what AI visibility adds on top of classic rankings. ![B2B GTM strategy 2027: 50% of GTM teams plan to increase AI search (AEO) investment versus 15% for SEO, 2026 State of B2B GTM report](https://generatemore.ai/hs-fs/hubfs/b2b-gtm-strategy-2027-aeo-vs-seo-investment.webp?width=1200&height=1200&name=b2b-gtm-strategy-2027-aeo-vs-seo-investment.webp) ### 3. Put budget where the citations are Your own blog is a small part of what AI assistants cite, which leaves a content plan that lives only on your domain underpowered. When roughly nine in ten citations point elsewhere, the 2027 plan needs a line for the places they point to. Industry listicles, review sites, partner pages, community threads, YouTube and trade media all belong in it. My starting routine is mechanical. I load a client's bottom-of-funnel prompts into a tracking tool, export the URLs the engines cite, and turn that export into an outreach list. Many of the cited pages have little traffic and modest authority. For smaller companies that is good news, because getting onto them looks more like partnership work than classic link building. Two warnings from this year. Self-serving listicles that rank their publisher's own product first have stopped working for most of the B2B prompts I track. Third-party sources also move fast. Reddit citations in ChatGPT fell away almost overnight in August for the B2B prompts I follow, after months as one of the most dependable off-site tactics. Plan off-site work as a portfolio and review the mix every quarter. ![9 in 10 AI search citations for B2B brands point to third-party sites such as listicles, reviews and communities](https://generatemore.ai/hs-fs/hubfs/b2b-gtm-strategy-2027-third-party-ai-citations.webp?width=1200&height=1200&name=b2b-gtm-strategy-2027-third-party-ai-citations.webp) ### 4. Measure AI search as an influence channel An influence channel shapes the shortlist before anyone fills in a form, and in B2B that describes AI search well. The report's authors expect 2027 to be "a wakeup call for GTM budgets" ([full report](https://stateofb2bgtm.com/)), which means AEO spend will need a measure the CFO accepts. Traffic will not be that measure. AI answers send few clicks, and analytics tools often file the clicks they do send under Direct. When I compared self-reported attribution with HubSpot's source data for that same client, 37% of SEO-driven demos over the year had gone uncredited, a gap I wrote up in [Dark SEO](https://generatemore.ai/blog/dark-seo-why-your-dashboard-is-hiding-a-third-of-your-pipeline?hsLang=en-us). I report AI search to leadership on three numbers. The first is visibility share across a fixed set of buyer prompts, tracked per engine. The second is accuracy, meaning how closely each engine's description of the company matches the positioning document. The third is self-reported attribution, collected with a "How did you hear about us?" field on every demo form. Set timing expectations early. In my client work, the first measurable shifts in AI visibility usually appear within about 90 days of fixing the core pages, which is far quicker than a new domain earns trust in Google. ![Google users click a traditional search result in 8% of visits with an AI summary versus 15% without, Pew Research Center](https://generatemore.ai/hs-fs/hubfs/b2b-gtm-strategy-2027-ai-summary-click-rate.webp?width=1200&height=1200&name=b2b-gtm-strategy-2027-ai-summary-click-rate.webp) ### 5. Run ChatGPT ads as a capped test Compared with the AEO figures, the paid side of AI search is still tiny. Only 3% of respondents running paid campaigns use ChatGPT Ads today, yet 39% plan to try them in 2027, close to the 41% planning to try LinkedIn Ads ([full report](https://stateofb2bgtm.com/)). Early experience is mixed. In the report's list of what did not work this year, one respondent described ChatGPT ads as terrible on cost with no lift over AEO, and another called their OpenAI ads investment awful. My view is that an ad buys a slot next to the answer and leaves the answer itself unchanged. If the organic answer describes you badly, the ad sends paid traffic straight into that doubt. I stopped offering paid advertising services to focus entirely on AI search, so count that as a declared bias. Even so, I would run ChatGPT ads in 2027 as a capped experiment with a clear comparison against AEO, and only after the organic answer is right. ![ChatGPT Ads in B2B marketing: 3% of B2B teams use them today and 39% plan to try them in 2027](https://generatemore.ai/hs-fs/hubfs/b2b-gtm-strategy-2027-chatgpt-ads-adoption.webp?width=1200&height=1200&name=b2b-gtm-strategy-2027-chatgpt-ads-adoption.webp) ### 6. Spend event money on small rooms On 20 and 21 May we hosted Nerds & Numbers, two consecutive dinner nights in Helsinki for founders and marketing leaders of B2B software companies. Before the evenings we asked ChatGPT to describe each guest's company in one line and printed the answers on the seat cards. Several were wrong in useful ways. An AI search analytics platform came back as a sales intelligence tool, and a marketing automation vendor turned into a customer loyalty platform, which started the liveliest conversations of both nights. We filled 26 seats across the two evenings from roughly 50 personal invitations, 22 guests plus Eugenia and me at both tables. Food and drink came to about €100–120 per person, and the whole series cost well under €5,000. We measured it on referrals over the following months. Poyar and Voje's data backs the format. Intimate events rank second on their 2026 GTM scorecard, behind only network and introductions ([Growth Unhinged](https://www.growthunhinged.com/p/2026-state-of-b2b-gtm-report)), and 42% of teams plan to invest more in them next year ([State of B2B GTM](https://stateofb2bgtm.com/)). Large conferences went the other way, dropping 13 points as a core channel, with just 12% planning to spend more. I would keep large conferences in a 2027 plan and change what they are for. I go to BrightonSEO once a year to benchmark what search practitioners outside Finland are actually paid to do. This year I spent most of it questioning AI visibility tool vendors about how they collect their data, which feeds straight into client work and into my [tool reviews](https://generatemore.ai/blog/my-profound-ai-search-visibility-review?hsLang=en-us). Next I will be at [Slush](https://slush.org/) in Helsinki on 18–19 November. The pattern I recommend to any B2B CMO is the one that worked for us. Let the big event be the reason people are in town, and host a small dinner beside it. If you are coming to Slush and want to compare notes on AI search, get in touch. ![B2B event marketing strategy 2027: 42% of GTM teams plan to invest more in intimate events versus 12% in large conferences](https://generatemore.ai/hs-fs/hubfs/b2b-gtm-strategy-2027-intimate-events-vs-conferences.webp?width=1200&height=1200&name=b2b-gtm-strategy-2027-intimate-events-vs-conferences.webp) ## What a 2027 GTM plan looks like by company stage AEO is a top-three investment priority at every revenue band in the report, and the share rises with company size, from 42% of companies under $1M ARR to 59% above $50M ([full report](https://stateofb2bgtm.com/)). Stage changes where the AEO effort should go. | Stage | Plan to increase AEO in 2027 | Where I would focus AI search effort | | --- | --- | --- | | Under $1M ARR | 42% | Category and core product pages, with the founder's LinkedIn point of view consistent with both | | $1–10M ARR | 51% | Positioning audit across ChatGPT, Claude and Google AI Mode, comparison and alternative pages, first off-site placements | | $10–50M ARR | 54% | Prompt tracking per market and language, systematic outreach to cited third-party pages, AI search reported next to pipeline | | Over $50M ARR | 59% | Correcting outdated descriptions after acquisitions, rebrands and category moves, plus governance so every team publishes the same story | *Source for the AEO column: [2026 State of B2B GTM report](https://stateofb2bgtm.com/) (N=300). Focus column: Generate More.* ## A 90-day plan for Q1 2027 If you are finalising budgets now, this is the sequence I would run in the first quarter. 1. **Weeks 1–2.** Ask ChatGPT, Claude, Perplexity and Google AI Mode the 20–50 questions your buyers ask before a demo, and record what each says about you and your competitors. 2. **Weeks 2–4.** Write or update the positioning document, then rewrite product, solution, comparison and alternative pages against it. 3. **Weeks 4–8.** Export the pages the engines cite for your priority prompts and start outreach to the ones where you are missing. 4. **Weeks 8–12.** Add self-reported attribution to every demo form, report visibility monthly, and decide whether the AEO line grows in Q2. For the mechanics of the first step, my guide on [how to get visibility on ChatGPT](https://generatemore.ai/blog/how-to-get-visibility-on-chatgpt?hsLang=en-us) covers how the engine selects sources. Frequently asked questions ## B2B GTM strategy and AI search in 2027 Short answers to the questions CMOs ask me most often when they plan AI search into next year's budget. What is a B2B GTM strategy? A B2B go-to-market (GTM) strategy is the plan for how a business-to-business company reaches and wins its target customers. It covers which segments to sell to, how the product is positioned, which channels create pipeline and how sales and marketing work together. For 2027 the plan needs a line for AI search, because buyers increasingly research vendors in ChatGPT, Claude and Google's AI Mode before they contact sales. What is AI search (AEO) in B2B marketing? Answer engine optimization (AEO) is the work of making sure AI assistants and AI search features describe and recommend your company accurately when buyers ask about your category. It spans your own pages, the third-party sources the engines cite and ongoing tracking of buyer prompts. AI search is now a core GTM channel for 39% of B2B companies, up 11 points in a year ([Growth Unhinged](https://www.growthunhinged.com/p/2026-state-of-b2b-gtm-report)). Should B2B companies cut SEO budget to invest in AEO? In most cases, no. Google states that the best practices for SEO remain relevant for AI Overviews and AI Mode, and a page must be indexed to appear as a supporting link ([Google Search Central](https://developers.google.com/search/docs/appearance/ai-features)). Treat AEO as an extension of the search budget with its own goals and tracking. How long does AEO take to show results? In my client work, measurable changes in AI visibility usually appear within about 90 days of fixing the core product pages and positioning. Off-site citations take longer, because they depend on third parties updating their own pages. Are ChatGPT ads worth testing for B2B in 2027? Only 3% of B2B teams running paid campaigns use ChatGPT Ads today, while 39% plan to try them in 2027 ([State of B2B GTM](https://stateofb2bgtm.com/)). I would run them as a capped experiment with a clear comparison against AEO, after the organic answer about your company is accurate. How should CMOs measure AI search? Track visibility share across a fixed set of buyer prompts per engine, check how accurately each engine describes your company against your positioning document, and add a self-reported "How did you hear about us?" field to every demo form. Traffic alone undercounts AI search, because analytics tools often credit AI-influenced visits to Direct ([Dark SEO](https://generatemore.ai/blog/dark-seo-why-your-dashboard-is-hiding-a-third-of-your-pipeline?hsLang=en-us)). Still have a question we didn't cover? [Ask us directly →](https://generatemore.ai/about-us?hsLang=en#contact) [**Find out what AI says about you.**](https://meetings-eu1.hubspot.com/numminen) A 30-minute call. 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Oct 7, 2026, 4:26:55 AM 10 min read [My HubSpot AEO Review: What You Get and Alternatives in 2026](https://generatemore.ai/blog/my-hubspot-aeo-review-what-you-get-and-alternatives-in-2026?hsLang=en-us) ![](https://generatemore.ai/hubfs/generatemore.ai%20(2)-1.png) [AEO](https://generatemore.ai/blog/tag/aeo) ### My HubSpot AEO Review: What You Get and Alternatives in 2026 Sep 30, 2026, 5:09:14 AM 10 min read #### About Generate More Oy Generate More Oy is an AEO and AI SEO agency in Helsinki, Finland, led by fractional CMO Lari Numminen. We help B2B and international technology companies make sure ChatGPT, Google AI Overviews and other AI search engines describe them the way they have positioned themselves. 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