There’s a debate that regularly comes up in B2B companies: Is a CMO even necessary? Or should marketing simply be placed under the sales department? The logic behind this is strikingly simple. The overarching goal is revenue. Marketing supports this goal.

Many technology companies invest large budgets in lead generation—and yet still wonder why they don’t make the shortlist for major tenders. The reason rarely lies in the quality of the product.

Anyone looking for a B2B content marketing agency today usually has a clear goal in mind: greater visibility, more leads, and more authority in the market. For years, the traditional solution to this remained the same: produce high-quality white papers, optimize the corporate blog for search engines, and distribute the content via LinkedIn. But this approach no longer works.

Typically, when people think of B2B communication, they think of trade publications, business media, or specialized topic-based portals. The equation seems simple: If you sell to businesses, you need to be present in the media that businesses read. But this perspective often falls short. 

The numbers are clear: By 2026, organic reach on LinkedIn had dropped by an average of about 50 percent. For company pages, the decline was even greater, at over 60 percent. Many B2B marketing teams are responding quickly. They’re increasing their posting frequency, experimenting with new formats, or asking employees to like every post. But these reactions only address a symptom.

No one buys a new software system for 500,000 euros just because they saw a clever ad. The decision is made because the buying center trusts that the vendor understands the problem and that the solution works. This is exactly where many technology companies fall short.

Why do many B2B technology companies offering complex solutions struggle to align sales and marketing? If you look around on LinkedIn, the solution seems simple: all you need to do is improve your ad creatives, build a solid sales funnel, or optimize your outreach strategy. But decision-makers in this field have often found that these very marketing playbooks simply don’t work.

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.