For the past four years, I’ve worked alongside the Forrester sales team, talking with and listening to clients every day. As a former marketing leader, I’ve found it eye-opening to hear clients’ questions, observations, and concerns firsthand. I came into marketing by accident, through my love of how social media (before paid advertising days!) facilitated conversations between groups of people. From working at Amnesty International to leading Raspberry Pi global launches for element14.com, marketing has led me on a varied career path.

But working day by day alongside my amazing colleagues and listening to clients, I’ve come to understand the real business pressures behind clients’ questions, the evidence they need to build confidence, the concerns that delay decisions, and the content that is most helpful in moving those decisions forward.

AI tools have made our clients faster and savvier. When I talk with clients today, they may be using ChatGPT, Claude, Copilot, or Gemini simultaneously while asking me the same questions. My colleagues and I, in turn, must be faster, sharper, and better prepared to answer questions on the fly.

This behavior reinforces a trend we frequently discuss at Forrester: Buyers are conducting more of their research independently and in large language models, often before they speak with a sales representative. The lesson for companies and marketers competing to win buyers is that, to gain visibility in the AI platforms your buyers use, start with the questions those buyers are actually asking.

A Practical Approach To Gaining AI Visibility

At Forrester, we have research and expertise to help clients increase their brand’s visibility to both people and large language models. And at B2B Forum EMEA, we’ll demonstrate the combined power of Forrester AI and AI-visible Total Economic Impact™ (TEI) content. (For those unfamiliar, Forrester’s TEI content uses a rigorous framework to help leaders quantify the potential business value of technology investments. For example, this TEI study is surfaced through LLMs with the prompt, “What is the ROI of SimCorp One?”)

Visit us at the Forum hub to see how these capabilities can help marketers:

  • De-risk their 2027 content budgets.
  • Accelerate campaign planning.
  • Create an answer engine optimization (AEO) content strategy based on real buyer questions.

Together, these capabilities support a practical sequence: Identify the questions that matter, answer them with credible evidence, make those answers easier to discover, and validate their relevance.

Step 1: Start With The Questions That Shape Preference

The first step is to identify the questions buyers ask as they seek to understand a problem, evaluate an approach, compare providers, and justify an investment.

In our AI visibility demo, Forrester AI will help marketers explore real buyer questions and content preferences using insights from more than 17,000 B2B decision-makers. Instead of relying on assumptions or manually piecing together signals, marketing teams can gain insights that help them decide where to invest, develop more effective competitive messaging, and provide the evidence that sales teams need to move opportunities forward.

Step 2: Bring The Economic Evidence That Answers Those Questions

A buyer question creates an opportunity, but visibility without credibility will not move a complex B2B decision forward across a buying group that may span multiple departments.

Buying groups need evidence. They need to understand potential value, cost, risk, implementation implications, and the business case for change. This is where Total Economic Impact content can play a powerful role. While Forrester AI helps identify the questions shaping buyer preference, TEI content provides credible economic evidence that helps answer them. That evidence can support buyers assessing their options, champions building internal support, and sales teams navigating commercial conversations.

When authoritative content is structured so that AI-powered experiences can discover and understand it, the content can also strengthen how a brand is represented while a buyer’s decision is still taking shape. This emphasis on transparent, evidence-rich content is increasingly important as buyers use generative AI to summarize information, compare providers, and evaluate vendor claims.

Step 3: Make Authoritative Content Visible

Publishing a strong asset is not the end of the job. Marketers must consider how the content will work across AI-powered discovery, campaigns, buying groups, and the handoff to sales.

The Forrester B2B Buyer Question-To-Content Framework helps bring those components together. Depending on the campaign, activation can include authoritative Forrester-hosted content, buyer FAQs, AI-generated summaries, campaign guidance, and a visibility-to-MQL strategy that supports open discovery while directing high-intent prospects toward interactive experiences.

The principle is simple: Effective AI discovery requires more than content volume. Clearly organized, authoritative content can make expertise more understandable and discoverable for both buyers and AI systems.

Step 4: Forrester AI And TEI Accelerate; You Validate; And Forrester Guides

Content, demand, digital, revenue operations, and sales teams cannot treat AI visibility as a channel-specific optimization exercise. They need a shared view of buyers’ questions, the evidence that answers those questions, and the journey from discovery to commercial conversation.

Marketing leaders can begin with three actions:

  • Listen to the buyer journey as it happens. Join sales calls and use Forrester AI to review the questions buyers bring to each stage. Decide which questions you want your brand to appear for. If you have access to an AEO tool, test your visibility using representative buyer prompts.
  • Map priority questions to authoritative answers. Use Total Economic Impact content published on tei.forrester.com to answer real buyer questions and support a broader AEO content strategy.
  • Activate for visibility and conversion. Structure content for discovery and understanding, then guide high-intent buyers to the next useful interaction, not simply the next form.

This is how AI visibility becomes more than another marketing initiative. It instead becomes a way to improve the buyer experience, sharpen campaign decisions, de-risk content investments, and strengthen the connection between marketing activity and revenue outcomes.

See The AI Visibility Demonstration At B2B Forum EMEA

At B2B Forum EMEA, we’ll demonstrate how Forrester AI and AI-visible Total Economic Impact content can work together to turn real buyer questions into more effective campaigns. Come to the hub with a live campaign, buyer question, or content challenge. Together, we can explore what your buyers need to understand, where credible evidence can strengthen their journey, and how to make that value more visible before a buyer becomes an MQL.

If you’re unable to join us at B2B Forum EMEA, contact us to learn more about a demonstration of Forrester AI and TEI content working together.

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