Make Your Content Answer the AI Questions Buyers Ask

The useful part

Share For the past four years, I've worked alongside the Forrester sales team, talking with and listening to clients every day. As a former marketing leader, I've found it eye-opening to hear clients' questions, observations, and concerns firsthand. I came into marketing by accident, through my love of how social media (before paid advertising days!) facilitated conversations between groups of people.

How it works

• From working at Amnesty International to leading Raspberry Pi global launches for element14.com, marketing has led me on a varied career path.
• Buyers are conducting more of their research independently and in large language models, often before they speak with a sales representative.
• A Practical Approach To Gaining AI Visibility At Forrester, we have research and expertise to help clients increase their brand's visibility to both people and large language models.
• (For those unfamiliar, Forrester's TEI content uses a rigorous framework to help leaders quantify the potential business value of technology investments.
• For example, this TEI study is surfaced through LLMs with the prompt, " What is the ROI of SimCorp One?") Visit us at the Forum hub to see how these capabilities can help marketers:

What to take from it

Start With The Questions That Shape Preference The first step is to identify the questions buyers ask as they seek to understand a problem, evaluate an approach, compare providers, and justify an investment. They need to understand potential value, cost, risk, implementation implications, and the business case for change. It instead becomes a way to improve the buyer experience, sharpen campaign decisions, de-risk content investments, and strengthen the connection between marketing activity and revenue outcomes.

Example or evidence

• That evidence can support buyers assessing their options, champions building internal support, and sales teams navigating commercial conversations.
• Use Total Economic Impact content published on tei.forrester.com to answer real buyer questions and support a broader AEO content strategy.
• Working day by day alongside my amazing colleagues and listening to clients, I've come to understand the real business pressures behind clients' questions, the evidence they need to build confidence, the...
• When I talk with clients today, they may be using ChatGPT, Claude, Copilot, or Gemini simultaneously while asking me the same questions.

Details worth keeping

AI tools have made our clients faster and savvier. My colleagues and I, in turn, must be faster, sharper, and better prepared to answer questions on the fly. The lesson for companies and marketers competing to win buyers is that, to gain visibility in the AI platforms your buyers use, start with the questions those buyers are actually asking.

Related coverage

• Position: We analyzed 609 real SaaS user prompts to uncover what buyers ask AI, how they research software, and what it means for your GEO strategy.
• Forrester: As consumers increasingly turn to answer engines to research products, brands must ensure that their content is visible in AI-powered experiences.
• Hubspot: Something big just shifted in how people find answers online.
• Editorialge: I want an FAQ page to do one simple job: help me make a decision without sending me back through the website to piece together an answer.
• Venturebeat: Presented by Contentful Most marketing teams still measure visibility the same way they always have: rankings, click-through rates, and organic traffic.