The shortlist of enterprise software buying has moved to LLMs.
But eachAI platform relies on a different mix of vendor pages, review sites, communities, social platforms, and comparison content. The right strategy for Google AI Mode may have little impact on Claude. The right channel mix for recruiting software may underperform in managed databases.
Join Ross Simmonds, Founder and CEO of Foundation, and Josh Spilker, Head of Search Marketing at AirOps, as they break down findings from nearly 380,000 AI answers, approximately 3 million citation events, and 81 enterprise software topics.
They’ll examine where AI platforms find information about B2B brands, which sources influence how products get compared, and how marketing teams can build a channel strategy around their own category and buyers.
Go inside the data behind B2B AI discovery and learn how to earn a place on the shortlist.
What you'll learn:
- Why vendor pages and review platforms carry most of the citation share across AI platforms
- How Google AI Overview and AI Mode differ from ChatGPT, Claude, Gemini, and Perplexity
- Why G2 is the most consistent external citation source across the six platforms studied
- Where Reddit, YouTube, LinkedIn, Capterra, Gartner, and other third-party sources have the greatest influence
- How citation patterns change across software categories and why aggregate benchmarks can lead to the wrong channel investments
- Why comparison pages and listicles account for 84 of the 100 most-cited URLs in the study
- How unfavorable comparison content can influence brand sentiment across hundreds of AI answers
- How to build a measurement and action plan around the prompts, platforms, and sources that matter to your buyers
Speakers
Ross Simmonds is the Founder and CEO of Foundation, a B2B marketing agency that helps technology companies improve visibility, build authority, and generate pipeline. He has worked with brands ranging from fast-growing startups to Fortune 500 companies and is known for his work on content distribution, growth marketing, and AI visibility.
Josh Spilker is the Head of Search Marketing at AirOps, where he leads search, content, and webinar programs. He's previously worked with teams at Change Healthcare, ClickUp, Toptal and more startups.
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