News and Events

Want Your Brand to Show Up in AI Search? Here’s What Mark Goloboy Says to Do

by Ami Sao

Let’s get one thing straight: most B2B companies are still writing content like it’s 2018. But the buyers they care about? They’re asking ChatGPT or Gemini.

On a recent episode of Growth Activated, Market Growth Consulting founder Mark Goloboy joined host Mandy Walker to talk about the future of B2B marketing, and how AI is quietly rewriting the rules of how buyers find, evaluate, and trust your brand.

If your marketing team is still focused only on Google rankings and gated PDFs, it might be time to rethink your playbook.

Here’s what stood out from their conversation. Listen to the full episode →Here

The Search Game Just Changed.

“We’re seeing more and more buyers ask LLMs – not Google – what they should know,” Mark shared. ”‘What does this company do? Who are their competitors? What are their best and worst features?”

Increasingly, AI is how buyers learn about software. But here’s the real surprise: the answers these tools give are based on sources most brands aren’t even thinking about, PR, review sites, third-party directories, sometimes even competitor pages.

Mark’s advice? Start treating LLMs as real distribution channels – not just clever tools – and build content that helps them help your buyers.

SEO Still Matters. But LLM Optimization Matters More.

SEO isn’t dead, but if you’re only optimizing for Google, you’re working with blinders on.

Mark recommends a dual strategy: yes, keep creating structured, keyword-smart content. But also start tracking how LLMs like ChatGPT, Gemini, and Claude perceive your brand – and what sources they pull from.

Tools like Brand Luminere (a Market Growth Consulting partner) can simulate thousands of AI prompts and show you exactly where your brand stands in the eyes of major LLMs, and more importantly, where you’re losing ground.

It’s no longer just about what your content says. It’s about what AI displays your brand stands for.

Reconsider Press Releases. Yes, Really.

For years, press releases felt like a checkbox. Today, they’re quietly becoming power plays.

“We’re seeing that LLMs overweight PR content as high-authority sources,” Mark said. “We’re telling clients to publish more keyword-rich, narrative-forward press releases, and not just about themselves, but about the entire category.”

That means naming your competitors. Owning your space. Showing up in the types of content AI trusts most.

Old-school PR pros, rejoice, your moment might be back.

The Content Factory of the Future Is Here (And It Works).

One of the most interesting parts of the episode? Mark shared a behind-the-scenes look at a new content engine he’s building for a public company client.

The idea: take dense product specs → feed them into an AI pipeline → generate 1,600 SEO- and LLM-optimized web pages in 8 languages → layer in live feedback loops from site testing, LLM analytics, and A/B test results.

It’s not just a time-saver. It’s a growth engine that delivers your best product marketing updates across your website fast.

And it flips the script on what AI-generated content can be, especially when you start with real product information and suggested use cases, not fluffy prompts.

AI-Enabled Marketers Will Replace Everyone Else

Mandy asked a great question near the end of the episode: how do you know if you’re really “AI-enabled”?

Mark’s answer wasn’t about the tools. It was about mindset. “I ask candidates: ‘What’s an AI use case you’ve uncovered recently?’ And if they don’t have one, they’re not there yet.”

It’s not about having perfect prompts. It’s about being curious enough to try. AI doesn’t just make marketers faster, it makes them better thinkers, stronger collaborators, and more strategic teammates.

The future won’t belong to people who resist the shift. It’ll belong to people who build with it.

Ready to Compete in the LLM Era?

If you’re a B2B brand that relies on organic reach, trust-based marketing, or high-ticket sales, you need to know how you’re represented in LLMs. And more importantly, how to move up the stack.

At Market Growth Consulting, we help high-growth firms:

  • Audit their LLM and SEO presence.
  • Rethink content strategy for future-facing distribution.
  • Deploy AI pipelines that scale marketing and sales effectiveness.

Explore our services at marketgrowthconsulting.com/services.