Emerce B2B Digital Event

Stijn Bergmans, Head of AI Search at Follo

Search in B2B is fundamentally changing. Decision-makers no longer rely solely on Google, but orient themselves through a mix of channels: social platforms, communities, trade media, and increasingly AI-driven environments such as ChatGPT and Gemini. AI influences which brands are mentioned, which expertise becomes visible, and who is perceived as a trusted source—often long before any contact with sales takes place.

In this session, Stijn Bergmans explains why traditional SEO is no longer sufficient for B2B growth and how SEO and GEO come together within a broader Search Everywhere approach. We explore visibility in AI-generated answers, the role of authority and expertise, and the importance of links and mentions from LLMs as a new, high-quality traffic and influence channel. The focus shifts from rankings and clicks to visibility, relevance, and trust throughout the entire decision-making journey. With concrete insights, Stijn shows how B2B brands stay top of mind wherever orientation and decision-making happen.