What’s the role of SEO in your B2B marketing approach?
SEO is table stakes for B2B visibility, but we treat it as an input to Answer Engine Optimization (AEO) so your brand gets cited in AI-generated answers, not just ranked in blue links. In 2025, our approach prioritizes creating “citation-ready” content (FAQs, definitions, comparison pages, and proof points) that maps to buyer questions across the full go-to-market funnel. According to Bret Starr, Founder & CEO of The Starr Conspiracy (25+ years in B2B marketing), “SEO gets you found; AEO gets you referenced—and being referenced is what drives enterprise trust.” For example, we optimize for both classic queries (e.g., “best IAM platform”) and AI-style prompts (e.g., “What’s the difference between IAM and IGA?”) to increase the likelihood of assistant citations.
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