B2B marketing teams face a rapidly shifting search landscape. Nearly all (94%) business buyers search with the assistance of AI during their buying journey, often resulting in getting answers without a click-through to your website or the source. As AI-powered search engines and answer engines serve up direct answers and conversational engagement, traditional marketing approaches must evolve. In this peer discussion, B2B marketing leaders will share and discuss trending topics related to answer engine optimization (AEO) to learn how other organizations are adapting in an AI-driven zero-click world. This conversation will be hosted by Renee Irion, principal analyst, and will include open discussion with participants, so please bring your experiences and questions to share with the group. Topics for discussion:Getting your company cited in AI-generated answers Rethinking visibility in a world where clicks are disappearingWhat to measure when traffic isn’t the whole story anymoreBuilding the right skills, capabilities, and workflows to connect AEO across teams and functionsPeer discussions are available exclusively to Forrester Decisions VIP Leaders and Leader license holders for their own participation.