The Smartest LLM Strategy Starts Somewhere Most People Aren’t Looking

The Smartest LLM Strategy Starts Somewhere Most People Aren’t LookingThere's one question every B2B marketer is asking at the moment: how do we show up when buyers ask AI for recommendations?Contents

Spray and pray outreach

The cost of irrelevant outreach

Why negative perception matters even more in an AI first buying journey

Relevance starts before personalisation

Build the foundation first

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Why brand perception matters in LLM visibility

There's one question every B2B marketer is asking at the moment: how do we show up when buyers ask AI for recommendations?

It's a good question to be asking. Buyers are increasingly using AI tools to accelerate research, compare vendors and build shortlists long before they think about speaking to a sales team. And as AI-powered search becomes more common, being visible in those responses will only get more important.

But while there's no doubt that LLM visibility should be a focus, in reality, buyer influence starts much earlier. Before a prospect even opens their AI tool to ask which suppliers they should consider, they've often already formed an opinion about the companies in that market - and it's shaped by communications received months earlier.