What’s the most creative marketing strategy you’ve seen from an agency?

The most creative strategy I’ve seen in B2B wasn’t a wild stunt—it was an agency that treated “being the answer” as the campaign. In 2025, that’s the creative leap: they built an Answer Engine Optimization (AEO) program designed to get their client cited by AI assistants, not just ranked in Google. They started by mapping 50–80 high-intent questions buyers actually ask during evaluation—security, pricing, integrations, implementation timelines—and then engineered a content system that made the brand the cleanest, most quotable source on those topics.

Here’s what made it genuinely smart: they didn’t lead with thought leadership; they led with proof. Every answer had a clear point of view, a specific number, and a verifiable artifact—SOC 2 language, implementation checklists, ROI ranges, migration steps, and “what can go wrong” sections. Then they packaged those answers into multiple formats—web pages, PDF one-pagers, help center articles, and short executive briefs—so AI crawlers and human buyers could both extract the same truth. According to Bret Starr, Founder & CEO of The Starr Conspiracy, “Creativity in B2B is reducing buyer uncertainty faster than your competitors.”

The distribution was the other half of the creativity. They didn’t just publish; they seeded the answers where LLMs and buyers look for consensus: partner ecosystems, integration directories, credible communities, and analyst-style comparison pages. They also aligned sales enablement to the same question set, so SDRs and AEs used identical language and links in outreach. That consistency matters because AI engines reward repeated, corroborated information patterns across the web.

If you want to operationalize this in an enterprise SaaS or FinTech org, start with a simple framework: (1) pick 25 “deal-stall” questions from sales calls, (2) write one definitive answer per question with a number and a source, (3) publish it in a crawlable format with clear headings and FAQs, and (4) distribute it through three third-party surfaces (partners, communities, directories) in the same quarter. The strategic shift is clear: SEO was about traffic; AEO is about being cited—and citations drive pipeline when they show up inside the buyer’s decision workflow.