{"id":24849,"date":"2025-08-04T15:13:40","date_gmt":"2025-08-04T19:13:40","guid":{"rendered":"https:\/\/www.insightpartners.com\/?p=24849"},"modified":"2025-08-04T17:00:31","modified_gmt":"2025-08-04T21:00:31","slug":"generative-search-is-changing-go-to-market-heres-what-to-know","status":"publish","type":"post","link":"https:\/\/www.insightpartners.com\/ideas\/generative-search-is-changing-go-to-market-heres-what-to-know\/","title":{"rendered":"Generative search is changing go-to-market. Here\u2019s what to know"},"content":{"rendered":"<header aria-label=\"Article header\"><\/header>\n<div class=\"relative reader__grid\">\n<div>\n<div>Since late 2023, Insight has been writing about the seismic shift in go-to-market caused by <a tabindex=\"0\" href=\"https:\/\/www.insightpartners.com\/ideas\/generative-ai-seo-zero-click-searches\/\" target=\"_self\" rel=\"noopener\" data-test-app-aware-link=\"\">the rise of generative search engines<\/a>. It started with Google\u2019s Search Generative Experience in labs, but then included SearchGPT in our early <a tabindex=\"0\" href=\"https:\/\/www.insightpartners.com\/ideas\/searchgpt-what-it-means-saas-marketing\/\" target=\"_self\" rel=\"noopener\" data-test-app-aware-link=\"\">analysis of OpenAI\u2019s entry into search<\/a>. We\u2019ve been tracking this trend closely ever since: from the rollout of Google\u2019s AI Overviews and AI Mode to the growing influence of Perplexity, Gemini, and RAG-powered discovery models.<\/div>\n<\/div>\n<div data-scaffold-immersive-reader-content=\"\">\n<div class=\"reader-article-content reader-article-content--content-blocks\" dir=\"ltr\">\n<div class=\"reader-content-blocks-container\" tabindex=\"0\" data-artdeco-is-focused=\"true\">\n<p id=\"ember385\">Across our portfolio, we&#8217;re seeing the same trends on inbound traffic: a drop in clicks, fewer leads from search, and a growing sense of confusion about what\u2019s working and how GTM should evolve.<\/p>\n<p><a href=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-24860 size-large\" src=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755-1024x577.png\" alt=\"\" width=\"1024\" height=\"577\" srcset=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755-1024x577.png 1024w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755-300x169.png 300w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755-768x432.png 768w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755-1536x865.png 1536w, https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/Slide-01-e1754334287755.png 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><\/p>\n<p id=\"ember386\">\u201cYou just have to look at the screen real estate,\u201d says <a id=\"ember387\" tabindex=\"0\" href=\"https:\/\/www.linkedin.com\/in\/nealbehr\/\">Neal Behrend<\/a>, GTM expert on <a tabindex=\"0\" href=\"https:\/\/www.insightpartners.com\/onsite\/\" target=\"_self\" rel=\"noopener\" data-test-app-aware-link=\"\">Insight\u2019s Onsite team<\/a>. \u201cWhen you compare Google in 2022 to AI Mode in 2025, it\u2019s obvious why traffic is going down.\u201d<\/p>\n<div>This piece comes from <a tabindex=\"0\" href=\"https:\/\/www.insightpartners.com\/onsite\/\" target=\"_self\" rel=\"noopener\" data-test-app-aware-link=\"\">Onsite Hour<\/a>, a weekly virtual event series for portfolio companies, created by Insight\u2019s 130+ in-house experts.<\/div>\n<h2 id=\"ember389\" class=\"ember-view reader-text-block__heading-2\">LLMs don\u2019t care about your rankings<\/h2>\n<p id=\"ember390\" class=\"ember-view reader-text-block__paragraph\">In the old SEO world, your goal was simple: Rank for keywords, earn clicks. However, generative search requires a different approach.<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember391\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view aligncenter\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4D12AQGiGAlXDk3Hnw\/article-inline_image-shrink_1000_1488\/B4DZhhWiUbHwAQ-\/0\/1753979955420?e=1759968000&amp;v=beta&amp;t=EUOD0I4p-7QPXfBha99-oFaisYy6GnfY038YTV8ii54\" alt=\"Article content\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<p>&nbsp;<\/p>\n<p id=\"ember392\" class=\"ember-view reader-text-block__paragraph\">\u201cThere is a new marketing tactic emerging that influences LLM responses \u2014 period, no traffic required,\u201d Behrend says.<\/p>\n<p id=\"ember393\" class=\"ember-view reader-text-block__paragraph\">And it has two parts:<\/p>\n<ul>\n<li><strong>Answer optimization<\/strong>: Shape what the AI <em>says<\/em> about your product, category, or space.<\/li>\n<li><strong>Citation optimization<\/strong>: Ensure your content is <em>the source<\/em> the AI references in its response.<\/li>\n<\/ul>\n<p id=\"ember395\" class=\"ember-view reader-text-block__paragraph\">This is no longer just about being on page one \u2014 it\u2019s about being <em>the answer<\/em>.<\/p>\n<h2 id=\"ember396\" class=\"ember-view reader-text-block__heading-2\">A 4-part framework for founders: Measure your exposure<\/h2>\n<p id=\"ember397\" class=\"ember-view reader-text-block__paragraph\">Behrend recommends founders start with four key diagnostics:<\/p>\n<ol>\n<li><strong>Search dependency <\/strong>\u201c32% of marketing-sourced pipeline across Insight\u2019s portfolio comes from SEO and paid search,\u201d Behrend shares. \u201cIf that\u2019s true for you, this is a critical issue.\u201d<\/li>\n<li><strong>ICP adoption of generative search: <\/strong>Your vulnerability depends on how your <em>buyers<\/em> are searching. Targeting developers for your new feature? High risk. Traditional manufacturing buyers? Less so. Almost 50% of Insight portfolio marketing leaders admitted to not knowing their customers\u2019 adoption of generative search. Use tools like SparkToro or Pew data to estimate it.<\/li>\n<li><strong>Keyword and topic vulnerability:<\/strong> What you rank for today might already be buried under AI Overviews. Audit your top keywords and check how they appear in tools like ChatGPT or Perplexity.<\/li>\n<li><strong>Content quality and authority:<\/strong> Is your content being cited in generative responses? \u201cIf you\u2019re not showing up in mentions or citations, you\u2019re not in the conversation,\u201d Behrend says.<\/li>\n<\/ol>\n<h2 id=\"ember399\" class=\"ember-view reader-text-block__heading-2\">What to do now: Insight\u2019s 3-step playbook<\/h2>\n<h3 id=\"ember400\" class=\"ember-view reader-text-block__heading-3\">1. Identify your most important queries<\/h3>\n<p id=\"ember401\" class=\"ember-view reader-text-block__paragraph\">Split them into two categories:<\/p>\n<ul>\n<li><strong>Informational queries<\/strong>: Jobs to be done, pain points, and use cases. You likely won\u2019t be named in the answer, but citations here drive credibility and traffic. They also give you the springboard to shape the conversation.<\/li>\n<li><strong>Category queries<\/strong>: What your buyers search for when evaluating products. This is where <em>mention rate<\/em> and <em>positioning<\/em> really matter. Positioning is about more than just being the first product mentioned; it\u2019s about being presented with the same strengths you portray in your marketing.<\/li>\n<\/ul>\n<h3 id=\"ember403\" class=\"ember-view reader-text-block__heading-3\">2. Track and report the right metrics<\/h3>\n<p id=\"ember404\" class=\"ember-view reader-text-block__paragraph\">Don\u2019t let your marketing team \u201cwing it.\u201d Founders should expect a report that includes:<\/p>\n<ul>\n<li><strong>Pipeline from search: <\/strong>This tells you whether generative search is a short-term challenge \u2014 or a long-term existential threat.<\/li>\n<li><strong>Traffic from generative tools: <\/strong>Use GA4 to track traffic from ChatGPT, Perplexity, and Gemini. The key is to focus on <em>quarter-over-quarter growth<\/em> to understand how fast this shift is happening.<\/li>\n<li><strong>AI Overview coverage rate: <\/strong>Are your priority keywords being answered by AI Overviews? Are the boxes expanded and reducing traffic to websites? If so, your organic visibility is under threat. Your traditional SEO tracking tools should have some of this information available.<\/li>\n<li><strong>Citation and mention rate: <\/strong>How often are you cited in answers across generative platforms? You can\u2019t improve what you\u2019re not measuring. For this, you need AI visibility tracking tools. Profound and Ziptie are emerging here, but traditional SEO data providers (SEMRush, Similarweb, etc.) are quickly adding capabilities (for additional cost).<\/li>\n<li><strong>Your active experiments:<\/strong> \u201cWe\u2019re in the white-text-on-white-background era of generative SEO,\u201d Behrend explained. \u201cThere\u2019s no gold standard yet. But the companies running active tests are the ones learning fastest.\u201d<\/li>\n<\/ul>\n<p id=\"ember406\" class=\"ember-view reader-text-block__paragraph\">Insight provides templates for generative search-specific reporting across the portfolio. If you don\u2019t have one or don\u2019t know the best tools for tracking these metrics, comment below and we&#8217;ll DM you.xf<\/p>\n<h3 id=\"ember407\" class=\"ember-view reader-text-block__heading-3\">3. Run controlled experiments \u2014 and share learnings<\/h3>\n<p id=\"ember408\" class=\"ember-view reader-text-block__paragraph\">Behrend is seeing most testing fall into one of four areas where Insight is seeing traction:<\/p>\n<ul>\n<li><strong>Technical Improvements<\/strong>: Add FAQ schema. Simplify H1\/H2 structure. Minimize JavaScript. LLMs.txt is getting a lot of press but has not been well adopted by crawling bots.<\/li>\n<li><strong>Content strategy<\/strong>: Focus on original data or unique viewpoints that are hard to summarize or copy without providing citations.<\/li>\n<li><strong>Content type<\/strong>: Question and answer format, with declarative statements as answers. Query matching to user intent. Using citations of your own to demonstrate high authority.<\/li>\n<li><strong>Off-page visibility<\/strong>: Determine the LLMs&#8217; \u201cmedia diet.\u201d Find what sources LLMs trust \u2014 and get mentioned there. \u201cThis is the old-school backlinking game, but without the link. You just need the mention. A 15-minute briefing for a top content producer with your CEO can land you a top spot in ChatGPT,\u201d says Behrend.<\/li>\n<\/ul>\n<blockquote id=\"ember410\" class=\"ember-view reader-text-block__blockquote\">\n<p style=\"padding-left: 40px;\"><em>\u201cWe are so early with generative search that doing the simplest things can have a big impact.\u201d<\/em><\/p>\n<\/blockquote>\n<h2 id=\"ember411\" class=\"ember-view reader-text-block__heading-2\">Looking ahead: The rise of the agent<\/h2>\n<p id=\"ember412\" class=\"ember-view reader-text-block__paragraph\">What happens when your buyer never even sees your website?<\/p>\n<p id=\"ember413\" class=\"ember-view reader-text-block__paragraph\">Behrend believes we\u2019re approaching the era of <strong>agentic search<\/strong>, where AI agents \u2014 not humans \u2014 filter what\u2019s worth seeing, reading, and engaging with:<\/p>\n<div class=\"reader-image-block reader-image-block--full-width\">\n<figure class=\"reader-image-block__figure\">\n<div class=\"ivm-image-view-model reader-image-block__img-container\">\n<div class=\"ivm-view-attr__img-wrapper \"><img decoding=\"async\" id=\"ember414\" class=\"ivm-view-attr__img--centered reader-image-block__img evi-image lazy-image ember-view aligncenter\" src=\"https:\/\/media.licdn.com\/dms\/image\/v2\/D4E12AQH4aXly6t87fw\/article-inline_image-shrink_1000_1488\/B4EZhhuxkbGcAU-\/0\/1753986309209?e=1759968000&amp;v=beta&amp;t=meiXq8L5miXe56bY9ci5hko6EE34CnG2rxknT8OhA10\" alt=\"Article content\" \/><\/div>\n<\/div><figcaption class=\"reader-image-block__figure-image-caption display-block full-width text-body-small-open t-sans text-align-center t-black--light\"><\/figcaption><\/figure>\n<\/div>\n<p>&nbsp;<\/p>\n<p id=\"ember415\" class=\"ember-view reader-text-block__paragraph\">In that future, <em>message consistency<\/em> and <em>content saturation <\/em>become survival skills. LLMs are stochastic machines; they surface what is said most often and most authoritatively. If you\u2019re inconsistent or invisible, you\u2019ll be skipped. Behrend will be hosting a future Onsite Hour on this topic.<\/p>\n<h2 id=\"ember416\" class=\"ember-view reader-text-block__heading-2\">Founders: This is a moment of leverage<\/h2>\n<p id=\"ember417\" class=\"ember-view reader-text-block__paragraph\">You don\u2019t need to solve everything at once. But you <em>do<\/em> need to act. Start by asking your marketing team:<\/p>\n<ul>\n<li>How does our buyer search? Do they use generative search?<\/li>\n<li>What are our top queries?<\/li>\n<li>Where are we visible in generative search?<\/li>\n<li>How are we trying to influence citations and answers?<\/li>\n<li>What tools and experiments are we running?<\/li>\n<li>What\u2019s the LLMs media diet for our queries \u2014 who\u2019s influencing the LLMs?<\/li>\n<\/ul>\n<div class=\"relative reader__grid\">\n<div data-scaffold-immersive-reader-content=\"\">\n<div class=\"reader-article-content reader-article-content--content-blocks\" dir=\"ltr\">\n<div class=\"reader-content-blocks-container\" tabindex=\"0\" data-artdeco-is-focused=\"true\">\n<p><strong>Access Insight&#8217;s <a href=\"https:\/\/www.insightpartners.com\/wp-content\/uploads\/2025\/08\/C-Suite-Facing-Generative-Search-Reporting-Template-Insight-Partners.pdf\">generative search-specific reporting template<\/a>.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Since late 2023, Insight has been writing about the seismic shift in go-to-market caused by the rise of generative search engines. It started with Google\u2019s Search Generative Experience in labs, but then included SearchGPT in our early analysis of OpenAI\u2019s entry into search. We\u2019ve been tracking this trend closely ever since: from the rollout of [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":24861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[21],"tags":[],"class_list":["post-24849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-article","topic-growth-strategy","domain-ai-ml"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.1 (Yoast SEO v23.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Generative search is changing go-to-market. Here\u2019s what to know | Insight Partners<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.insightpartners.com\/ideas\/generative-search-is-changing-go-to-market-heres-what-to-know\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Generative search is changing go-to-market. Here\u2019s what to know\" \/>\n<meta property=\"og:description\" content=\"Since late 2023, Insight has been writing about the seismic shift in go-to-market caused by the rise of generative search engines. It started with Google\u2019s Search Generative Experience in labs, but then included SearchGPT in our early analysis of OpenAI\u2019s entry into search. 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