The way we search for and find information is currently undergoing a revolution. Instead of clicking through lists of links, we are increasingly receiving direct, AI-generated answers. This new paradigm is called “Generative Engine Optimization (GEO)”—the optimization of content for AI-based search systems such as ChatGPT or Perplexity. 

I read a lot of studies. But the new McKinsey State of Marketing study really caught my attention. For the second year in a row, CMOs have ranked branding as their top priority. AI, on the other hand, plays a surprisingly minor role on their list of priorities, coming in at number 17. Seventy-two percent of the decision-makers surveyed plan to increase their marketing budget, while 94 percent have not made any significant progress with AI. 

The debate between lead generation and demand generation has divided the B2B marketing world. But this discussion is misleading. It’s not a matter of belief, but of context. This market logic matrix shows why your perfect offer is being ignored—and which approach wins in which market.

In a world where 88% of companies already use AI, the search for trustworthy information has changed fundamentally. Generative AI systems are the new gatekeepers of knowledge, and AI is becoming increasingly important in corporate communications. But at a time when trust in traditional institutions appears to be at an all-time low, a crucial question arises: Who does AI trust?

Order books are getting thinner, investment decisions are taking longer, and pressure from sales is increasing: the current market situation is hitting German mechanical engineering hard. Many companies are responding with what they always do: they send out press releases, post on social media, and hope that the old methods will still work during the crisis. But they don't.

How will AI shape the future of marketing? From autonomous agents to the trust economy: We analyze four realistic scenarios for B2B companies and highlight the skills that will determine success or failure.

You have a compelling offer, a sharply worded ad, and a clearly defined target audience. You launch the campaign—and nothing happens. Or at least not what you had hoped for. Frustrating, right? The reason for this is often a fundamental error in thinking that is overlooked in most marketing discussions:we treat all purchasing decisions the same.

Every B2B marketing manager knows it: you invest time in high-quality content - a specialist article, a case study, a well-founded white paper. You post it on LinkedIn and wait. The result: a handful of likes from your own employees and a reach that barely extends beyond the office walls.