EMG
Challenge
GenAI is fundamentally changing how industrial B2B buyers are discovering information, evaluate their options and make purchasing decisions. Over half of B2B buyers now begin their research more often in AI chatbots than with traditional search.
For industrial brands, this answer economy creates an unmanaged exposure, and eventually risk. Large language models summarise a company to buyers, applicants and journalists continuously, drawing on whatever sources they feel are credible and trustworthy.
Goals
- Find out how to influence AI visibility.
- Demonstrate the effect of adding Q&A pairs to client press releases hosted on PressReleaseFinder.com
Approach
EMG ran a pilot study with selected industrial B2B clients to answer the following questions:
- Does structured content actually change what AI says, or is this a theory?
- Which sources do the engines rely on for industrial sectors?
- What is the first move that produces measurable change?
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Execution
EMG ran a controlled experiment for three clients across the specialty chemicals, packaging and plastics additives sectors.
- Tailored content improvements were made on 5 press releases per client, published on PressReleaseFinder.com
- 2 measurement rounds – before and after – were conducted to see if the releases serve as source of information to LLMs
- Measurements included key competitors' performance
Results
Figures below are aggregated across the pilots.
18%-26%
increase in key product mentions
Up to 62%
drop in competing brands mentions
Up to 37%
increase in trade media citations
