Informa TechTarget Launches AI Visibility and GEO (Generative Engine Optimization) Content Solutions for the Zero-Click B2B Buyer Journey
- With up to 60% of online searches ending without a click1, B2B companies are seeing website traffic decline, as buyers increasingly use AI to identify and shortlist vendors before engaging directly with brands or sales teams.
- Despite this changing buyer behavior, Informa TechTarget grew its tech and business audiences across its industry-leading media brands, quadrupling AI-driven audience membership in 2025.
- The AI Visibility Audit and the GEO Topic Planner—powered by Informa TechTarget's expertise in audience and content development, market insights, and marketing engagement services—are designed for B2B brands seeking to sustain relevance and build more brand trust in a new era of search.
Informa TechTarget (NASDAQ:TTGT), a leading growth partner for the B2B technology and services sector, today announced the launch of two new content strategy solutions: the AI Visibility Audit and the GEO (Generative Engine Optimization) Topic Planner. Designed as part of a strategic partnership to help businesses succeed in the AI era, these innovative solutions empower marketers to enhance their brand's discoverability, visibility, and authority in an increasingly AI-driven landscape:
- With the AI Visibility Audit, Informa TechTarget will help marketers understand how audiences encounter their brand through AI, identify visibility and accuracy gaps, and provide an actionable roadmap to improve discoverability, visibility, and authority.
- The GEO Topic Planner is designed to align brands' content plans with AI systems' evolving preferences, to help brands build topical authority and avoid wasted content efforts and marketing spend.
The new solutions are informed by a combination of Informa TechTarget's expertise in areas spanning content strategy, demand intelligence, and AI; its exclusive buyer intent signal data and insights; and its own experience with AI-driven audience engagement as a publisher. In addition to its brand-to-demand marketing solutions and services, Informa TechTarget manages a diverse portfolio of highly targeted media sites, including Dark Reading, Cybersecurity Dive, and Computer Weekly. In 2025, Informa TechTarget increased AI-driven traffic to these sites by 235%, and quadrupled membership sign-ups from AI referrals.
"B2B organizations have only just begun to tap into the transformative potential of AI to drive innovation in products, services, and customer engagement. As the indispensable growth partner to the B2B sector, Informa TechTarget is committed to ensuring our client partners are at the forefront of this pivotal shift," said Gary Nugent, CEO of Informa TechTarget. "We're in a unique position to move the B2B sector forward in its adoption of, and preparedness for, all the ways in which AI is rapidly changing the B2B marketing and sales landscape, due to our expansive set of market and buyer insights, top-of-the-line content studio, marketing and tech expertise, and expansive network of industry-leading media properties."
GEO—sometimes referred to as AIO (Artificial Intelligence Optimization), AEO (Answer Engine Optimization), AISO (AI Search Optimization), and LLMO (Language Learning Model Optimization)—is an emerging practice as marketers adapt to the growing trend of zero-click search, or the shift of individual consumer and B2B buyer research from search engines to AI answer engines, such as ChatGPT, Perplexity, Claude, Microsoft CoPilot and Google Gemini. A survey by global consultancy Bain & Company found that "about 80% of consumers now rely on ‘zero-click' results in at least 40% of their searches" (Bain–Dynata Generative AI Consumer Survey, December 2024). And research by global analyst firm Forrester finds that "B2B buyers are adopting AI-powered search at three times the rate of consumers" ("Messaging for a Zero-Click World," Forrester Research, Inc., June 10, 2025).
"Marketers are seeing the need and opportunity to leverage AI search as a channel to drive prospect engagement, but not everyone has the expertise, data, and tools to do so effectively yet," said Jane Qin Medeiros, General Manager, Brand to Demand, Informa TechTarget. "With these powerful new AI visibility and GEO content solutions, we're empowering our clients with the latest expertise and tools to ensure their brands are visible, trusted, and aligned with AI-driven shifts in audience behavior."
"Brands need a partner who understands not just how LLMs evaluate and recommend information, but also how to actually create quality content, or update existing content, that will be deemed valuable by these LLMs—while still telling a compelling human story," said Mandi Tompkins, Head of Studio by Informa TechTarget. "That's why our team combines strategic guidance, technology expertise, and multimedia creative talent, so that we can bring brand stories to life where and how audiences engage with them."
Studio by Informa Tech Target is a full-scope multimedia content studio, powered by 100+ skilled creators, content strategists, tech and AI experts, and a deep understanding of buyer audiences. Formed by the Informa TechTarget merger, it combines talent and complementary capabilities from trade publisher Industry Dive's studioID and webinar platform BrightTALK's BrightTALK Studios, for a best-in-class multimodal offering spanning videos, podcasts, events, design, research reports, and more.
Studio head Tompkins will discuss AI-ready content strategies in an upcoming webinar featuring guest speaker Lisa Gately, Principal Analyst at Forrester, titled Search, Disrupted: Demystifying GEO for the Zero-Click Shift, on Thursday, March 19th at 8:00 am Eastern Daylight Time (EDT). To learn more or register to attend, visit the event page. For more information about Studio by Informa TechTarget and its new AI solutions, visit informatechtarget.com.
About Informa TechTarget
Informa TechTarget informs, influences and connects the world's technology buyers and sellers, helping accelerate growth from R&D to ROI. With a vast reach of over 220 highly targeted digital properties and over 50 million permissioned first-party audience members, Informa TechTarget has a unique understanding of and insight into the technology market. Underpinned by those audiences and their intent data, we offer expert-led, data-driven, and digitally enabled services that deliver significant impact and measurable outcomes to our clients.
Informa TechTarget is headquartered in Boston, MA and has offices in 19 global locations. For more information, visit informatechtarget.com and follow us on LinkedIn.
© 2026 TechTarget, Inc. d/b/a Informa TechTarget. All rights reserved. All trademarks are the property of their respective owners.
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1 Datos, 2024 Zero-Click Search Study
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Media Contact:
Garrett Mann
Vice President, Corporate Communications
Informa TechTarget
[email protected]