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Episode 12 - Mastering AI visibility
13/05/26 - 47:0013/05/26 - 47:00
Mastering AI visibility in B2B
Jo Wilmott and Ros Rowlatt : PR Director & Digital Media Director at The Think Tank
Fresh off delivering their recent seminar on mastering AI visibility, The Think Tank’s very own Jo Wilmot and Ros Rowlatt unpack everything you need to know about GEO. As Jo and Ros explain, AI search has already fundamentally altered the buyer journey, and brands who aren’t appearing in AI responses are essentially invisible. ‘Just Google it’ is changing to ‘Just ChatGPT it’.
They discuss how AI platforms decide who to cite, the steps brands need to take to maximise their AI presence and why the biggest threat facing brands is inertia.
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Synopsis
What’s ChatGPT saying about your brand? On the latest Born to B2B episode The Think Tank’s PR Director, Jo Wilmot, and Digital Media Director, Ros Rowlatt, join Liam to break down how B2B marketers can find out and what they can do about it.
AI search has driven a fundamental shift in the way that people find and choose brands. 87% of directors have made a purchasing decision based on the recommendation of an AI platform, while 54% of people say they’d have a negative opinion of a brand that didn’t show up in an AI response.
The upshot is, if LLMs like ChatGPT are mentioning your competitors instead of you, you’re invisible to buyers and your brand is falling behind.
Jo and Ros outline the actions B2B marketers can take right now to control their signal environment and shape how AI talks about their brand.
If GEO’s on your mind, you don’t want to miss this – listen now.
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Episode #11 - The strategic value of research in B2B marketing
23/9/2025 - 45:00
The strategic value of research in B2B marketing
Rob Smith : Head of Corporate at Censuswide
This episode of Born to B2B features Rob Smith, Head of Corporate at Censuswide, a leading market research consultancy. Rob and Liam discuss the strategic role of research in B2B marketing, from shaping campaigns and creating compelling content to bridging the gap between marketing and sales. They also explore cost-effective research strategies, common pitfalls to avoid and the emerging role of AI and synthetic audiences in understanding B2B buyers.
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