The bread-and-butter of B2B marketing – websites, brochures, case studies and datasheets – won’t go away in our brave new world.
Continuing our look at how B2B marketing planning and strategy needs to change, what about our libraries of information? Here are some thoughts.
7. Literature and Collateral
The bread-and-butter of B2B marketing – brochures, case studies and datasheets – won’t go away, but Ai may change how it’s created and used. Smart content creation becomes a central responsibility. Rather than producing generic collateral, teams will need to tailor material quickly for different contexts, with Ai assisting in first drafts and fast adaptations.
The real shift could be in how collateral is consumed. If potential buyers are asking Ai assistants for recommendations, then content must be structured to feed those systems: clear, accurate, and optimised for GEO. It’s no longer enough to have a PDF brochure tucked away on your website. Literature becomes data that needs to be findable and intelligible to machines as much as humans.
8. Websites and Online Marketing
The corporate website has long been the home of our online presence, but its role is shifting. If customers are increasingly turning to Ai assistants for answers, the website’s main function becomes feeding those systems with clear, trustworthy information. GEO will be the new SEO, and marketing departments must build the skills to optimise content for machine understanding.
That said, websites won’t vanish. They remain essential for credibility, depth of information, and as a destination for direct outbound links. But design priorities may shift away from glossy presentation toward clarity, authority, and machine-readable structure. Online marketing more broadly will also become less about scattergun visibility and more about making sure our information is surfaced in the right contexts – whether by search engines, Ai models, or niche platforms.
Tomorrow: Everything else!