AI Search and B2B Marketing Strategies

Content strategist Karine Abbou highlights the transition from traditional SEO to AI Search, noting that French brands are beginning to experience the same shifts in visibility strategies previously seen in the United States following the rollout of Google’s AI Overviews and AI Mode.

In the B2B sector, companies face rising costs per lead (CPL) during the year-end period. This increase is often driven by intensified advertising competition as businesses strive to meet annual targets and prepare budgets for the upcoming fiscal year. Maintaining a balance between lead volume, prospect quality, and advertising profitability remains a critical challenge for marketing teams during this period.