Riding the AI Wave: 4 Ways to Keep Humanity at the Heart of B2B Marketing
September 2, 2025 · By Paula Chiocchi · 2 min read
By Paula Chiocchi · September 2, 2025
Danielle Sabrina, Founder & CEO of Society22 PR, recently joined us on the B2B Influence podcast to discuss how marketing is entering what may be its most transformative era yet, driven by the AI wave. Large Language Models (LLMs) such as ChatGPT, Gemini, and Claude don't merely index—they interpret, summarize, and answer. Danielle says that for B2B marketers, this means visibility must adapt to a landscape where AI—not just humans—drives discovery and trust.
Insight 1
Danielle shared the first step she takes to ensure client success in the AI era: flood the internet with your expertise.
Insight 2
She says that about half of the organic leads her agency sees come in from ChatGPT specifically. That's a bold signal that buyers are increasingly using conversational AI rather than Google searches. Here's how she advises B2B marketers to respond:
Insight 3
Seize every media opportunity—Podcasts, guest articles, panels, bylines, and awards are all "pings" that AI systems pick up. Create content consistently—Danielle emphasizes, "Spend hours each week creating content... ensure your brand shows up on all channels." Repurpose across platforms—Every podcast on Spotify or Apple, every trade publication mention, every blog post amplifies your AI visibility.
Insight 4
Think of earlier tech waves: if you ignored them, you were left behind. The same dynamic applies now to AI. Pam Didner, a B2B marketing authority, described the shift recently in a LinkedIn article: "There's a surge of conversations on what brands should do to rank and build AI visibility and authority. You've probably seen terms like GEO (Generative Engine Optimization), Everywhere Search Optimization, or AI SEO. The lack of a consistent industry recommendation is proof of how early we are in t
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