Beyond The Click: Winning B2B Buyers In The Age Of AI Search And AEO

AI is reshaping how business buyers discover providers, compare options, and make decisions — often long before they ever click through to your site. Traditional funnels are giving way to buyer‑controlled journeys where discoverability, authenticity, and trust determine which providers rise to the top. And in a world of zero‑click and post–zero‑click behavior, the most decisive moments now happen before your marketing ever has a chance to engage.

This webinar delivers the insight and direction you need to respond. Forrester Principal Analysts John Buten and Renee Irion will reveal how AI‑driven search and evolving buyer behaviors are reshaping the modern revenue engine — and what B2B leaders must do now to stay visible, credible, and chosen. You’ll walk away with practical AEO strategies and buyer‑insight guidance to help you protect pipeline and ensure your brand stands out in an AI‑mediated landscape.

What You’ll Learn:

• • How B2B buyers are using AI search to upend the buyer’s journey.
  • Strategies for driving visibility, preference, and revenue in the zero-click era.
  • How to engage in AEO to strengthen credibility and expertise.

Leave this session with:

• • Practical AEO techniques to improve visibility in AI‑powered search.
  • Clear steps to align marketing and content with buyer‑led journeys.
  • Ways to build trust and influence decisions earlier and more effectively in the process.