The Best Way for B2B Marketing to Grow AEO / GEO

Most AEO and GEO advice right now is SEO advice with a new acronym. Structure your content so the model can parse it. Write in a Q&A format. Get cited on a few high-authority sites. All of that assumes the same thing the old SEO playbook assumed: that the content deciding whether you show up is content you control.

It isn't.

Walk through how someone actually uses an LLM to evaluate a vendor. They ask it to explain the category. They ask it who the players are. They ask it to compare them. Then, at the point where they'd have taken a single vendor-curated reference call in the old world, they ask about real-world experience, and the model pulls from G2 reviews, Reddit threads, LinkedIn posts, whatever's public. None of that is a page on your site. None of it went through your content calendar. It's what your customers said, unprompted and uncurated.

So the actual AEO/GEO growth lever isn't a content team problem. It's a customer activation problem. If you want to show up well in that layer, you need more customers saying real things, in public, and you need those things to be good. That means:

Treat every user as a GEO asset, not just the buyer. The old playbook cared about the champion and the economic buyer. The new layer reads whatever any user at the account says, publicly, whether that's a G2 review from someone three levels down or a complaint in a Slack community. Onboarding and adoption at the individual seat is now a top-of-funnel input, not just a retention metric.

Ask for reviews at the moment of value, not on an annual cadence. A G2 push twice a year gets you a G2 push twice a year's worth of content. The moment a user hits a real result, in-product, is the moment they'll write something specific and positive, and specific and positive is what an LLM actually surfaces.

Show up where the uncurated conversation already happens. Reddit threads, community Slacks, event hallway conversations, LinkedIn comments from your actual users, not just your brand account. You can't manufacture presence there. You can make it more likely your customers show up saying something true and favorable, because the product gave them a reason to.

Track product usage as a marketing signal, not just a success signal. If dynamic, usage-based signals are what's replacing forms and static MQLs for qualification, they're also the leading indicator for whether your customers will have anything good to say when someone asks an LLM about you.

Watch the loop in both directions. The same channel that rewards a great customer experience punishes a bad one just as fast, and just as publicly. Monitoring G2, Reddit, and LinkedIn for your own brand is an early warning system for what the next hundred prospects are about to be told about you.

None of this is a trick you can run once. It's a standing commitment to make sure the people using your product, all of them, not just the ones who signed the contract, have something good to say when the model asks.

You can't SEO your way into a Reddit thread you didn't earn.