Are AI search tools changing how buyers discover solutions, or are we just seeing the early signals? Is SEO still a dependable channel, or is it turning into something entirely different?
How should GTM teams think about influence when clicks no longer tell the full story?
We get into all of that in this episode of GTM News Desk.
Nigel Stevens, CEO of
Organic Growth Marketing, unpacks the shift from keyword-based search to prompt-driven discovery and explains why AI engines reward brands that show clear expertise across the web. He walks through how teams can understand visibility inside AI assistants, why sentiment from third-party sources matters more than it used to, and what a modern measurement model looks like when attribution gets messy.
Jump into the action:
(
00:00) Welcome to GTM News Desk
(
01:58) AI Search and the New G2 Buyer Behavior Report
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07:44) Nobody in B2B Wants More AI Slop
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12:34) Nigel’s unconventional path into SEO and growth work
(
13:58) What the new search environment means for GTM teams
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18:09) Prompts are the new entry point for discovery
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21:53) Influence over clicks and what it means for attribution
(
25:05) How agents and AI systems interpret websites
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29:53) Rethinking content depth for people and AI
(
35:55) The future of ads inside AI search engines
This episode is sponsored by ZoomInfo and produced in partnership with
Share Your GeniusWhat is GTM News Desk?
No BS news about B2B Go-To-Market.
This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experience buyers want.
Mark Kilens and Natalie Marcotullio give it to you straight - what you’re doing wrong, what you’re doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviours, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B’s greatest playbooks and lays out the ‘tactics’ to avoid like the plague.
Mark and Natalie take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.
Produced in partnership with Share Your Genius - we handle full-service media production: managing the process, people, and growth. Find our more at www.shareyourgenius.com