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B2B marketing, customer acquisition and visibility in AI search

Lemur Media advises on B2B marketing, customer acquisition and brand visibility in AI search engines. Lemur Media assesses channel effectiveness, customer acquisition cost and whether the brand appears in answers from ChatGPT, Gemini and Perplexity.

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When does a company need B2B marketing advisory?

A company needs marketing advisory when customer acquisition cost grows faster than revenue or search traffic falls because of AI answers.

  • Search traffic is falling because users get some answers directly from AI.
  • Customer acquisition cost is growing faster than revenue.
  • Marketing and product assess effectiveness using different measures.

What does B2B marketing advisory at Lemur Media cover?

Lemur Media carries out a Growth and Visibility Audit: acquisition channels, channel economics and brand presence in search engines and AI assistants.

  1. 01Paid channelsCampaign structure, budgets and attribution in Google, Meta and other channels.
  2. 02SEO and contentContent based on the company's knowledge and experience, which search engines and AI assistants cite as a source.
  3. 03AI visibilityA panel of questions in ChatGPT, Perplexity, Gemini and Claude, and site accessibility for AI bots.
  4. 04MeasurementSearch Console Performance report (traffic from AI Overviews and AI Mode is included in the "Web" type), attribution, shared measures with product.

What outputs does the board receive?

OutputContents
Audit reportChannel status, technical and content issues, with priorities
6-month planActions, budget and measures
AI visibility panelA set of questions and a baseline for monthly measurement

How does the Diagnostic work?

The Diagnostic takes 2⁠–⁠3 weeks. Scope and price are agreed before the contract is signed and do not change during the work. It ends with a recommendation on next steps, which the board can carry out with us, on its own or with another partner.

  1. STAGE 1Interviews and dataInterviews with the board and 3⁠–⁠5 teams, a document review and data access within the scope agreed in the non-disclosure agreement.
  2. STAGE 2AnalysisAssessment using the Growth and Visibility Audit method, testing hypotheses against data, preliminary conclusions discussed with the client's lead contact.
  3. STAGE 3RecommendationsA report, a 90-day roadmap and a board meeting at which we recommend a decision: pilot, programme, interim management or closing the topic.

How much time does this require from the client's team?

  • Person responsible for marketing
  • Access to Google Search Console, analytics and ad accounts (read-only)
  • List of the most important products and customer segments

Which indicators show progress?

  • Customer acquisition cost relative to customer value
  • Share of organic traffic in acquisition
  • Share of panel questions in which the brand is cited as a source
  • Conversion of traffic from search engines and AI assistants

When is this service not the right choice?

  • Companies looking for a contractor to run campaigns on an ongoing basis.

Related problems from the library

MarketingDelegation phase · Coordination phase "Google traffic is falling because of AI answers"Revenue up to PLN 1bn · 1⁠–⁠999 people
Media and publishers, E-commerce and D2C, B2B and professional services, B2B SaaS · Around break-even, Stable positive EBITDAMethod: Growth and Visibility Audit MarketingDirection phase · Delegation phase "Customer acquisition cost is growing faster than revenue"Revenue up to PLN 1bn · 50⁠–⁠999 employees
E-commerce and D2C, B2B SaaS, Marketplaces and platforms · Negative EBITDA, Around break-evenMethod: Unit economics + Revenue Engine Map MarketingCreativity phase · Direction phase "Most customers come from a single paid channel"Revenue up to PLN 200m · 1⁠–⁠249 employees
E-commerce and D2C, Marketplaces and platforms, B2B SaaS · Negative EBITDA, Around break-evenMethod: Growth and Visibility Audit + Revenue Engine Map MarketingDirection phase · Delegation phase "Customers don't know the brand until a sales rep calls"Revenue up to PLN 200m · 1⁠–⁠249 employees
B2B SaaS, B2B and professional services, Manufacturing and distribution · Around break-even, Stable positive EBITDAMethod: Growth and Visibility Audit MarketingDelegation phase · Coordination phase "We publish a lot of content with no effect on sales"Revenue up to PLN 200m · 50⁠–⁠999 employees
B2B SaaS, B2B and professional services, Manufacturing and distribution · Around break-even, Stable positive EBITDAMethod: Growth and Visibility Audit MarketingDirection phase · Delegation phase "Since the changes to consent and cookies, we don't know what works"Revenue up to PLN 1bn · 50⁠–⁠999 employees
E-commerce and D2C, Marketplaces and platforms, Media and publishers · Around break-even, Stable positive EBITDAMethod: Growth and Visibility Audit + Data Value Chain MarketingDirection phase · Delegation phase "Shop customers buy once and never come back"Revenue up to PLN 200m · 1⁠–⁠249 employees
E-commerce and D2C · Negative EBITDA, Around break-evenMethod: Revenue Engine Map + Unit economics

Full problem library →

Materials in the Insights section

Analysis · 4 min

Marketing attribution: models, measurement limits and incrementality tests

Attribution assigns sales to marketing channels, but no model fully shows which activities actually increased sales. The article compares measurement approaches, describes their limitations, works through an incrementality test example and shows how to combine methods in budget decisions.Read →Analysis · 4 min

Visibility in AI Overviews and AI search engines: what the sources confirm

Visibility in AI search engines is the presence of a brand and its pages in answers generated by AI Overviews, AI Mode and AI assistants. Many recommendations on optimising for these channels have emerged without support in the sources. The article sets Google's position against data on AI crawlers, identifies actions backed by sources and proposes a measurement template.Read →Guide · 4 min

Account-based marketing (ABM): account-based marketing in B2B sales

Account-based marketing (ABM) is a B2B strategy in which marketing and sales jointly select a limited list of target companies and run activities tailored to each of them or to small groups. The article describes three types of ABM, how to select accounts, a worked example of budget and revenue, and common mistakes.Read →Guide · 4 min

The Bullseye framework: how to choose and test customer acquisition channels

The Bullseye framework is a method for choosing customer acquisition channels described by Gabriel Weinberg and Justin Mares in the book "Traction" (2015). It involves reviewing all channels, selecting a few of the most promising, running cheap tests and focusing resources on the channel that works. The article describes the steps of the method, a worked example of tests and common mistakes.Read →Template · 4 min

E-E-A-T: how to build credibility for expert content in B2B

E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness: the four aspects Google's search quality raters use to assess content. The article explains what E-E-A-T is according to Google's documentation, includes a template of signals for a B2B company's expert content and describes common mistakes.Read →Analysis · 4 min

Marketing mix modelling (MMM): how to measure channel impact without cookies

Marketing mix modelling (MMM) is a statistical model that estimates the impact of spending in individual channels on sales, based on aggregated historical data. The article explains how MMM works, what data is needed, how to read the results using a worked example and what limitations the method has.Read →Guide · 4 min

Google Consent Mode v2: parameters, basic and advanced mode

Google Consent Mode v2 is the mechanism by which a website passes information to Google tags about the user's consent to cookies and to the use of data in advertising. Since March 2024 it has had a direct impact on remarketing and measurement for users in the European Economic Area. The article describes the parameters, the differences between implementation modes, an example of data loss and common mistakes.Read →Guide · 4 min

RFM segmentation: scoring customers by recency, frequency and monetary value

RFM segmentation divides customers by three measures: time since last purchase (recency), number of purchases (frequency) and total purchase value (monetary). The article describes how to assign scores, a worked example for an online shop, actions for each segment and the limitations of the method.Read →Guide · 4 min

Lead scoring: a points model, MQL and SQL thresholds and calibration

Lead scoring assigns points to sales contacts based on fit with the customer profile and behaviour, to decide which ones to pass to sales. The article describes how to build a points model, the definitions of MQL and SQL, a worked example of threshold calibration and common mistakes.Read →Template · 4 min

B2B brand positioning: April Dunford's five components and a template

Brand positioning defines the market category in which a company competes, which alternatives it is compared with, how it differs from them and for whom that difference is most valuable. The article describes April Dunford's five components of positioning, a completed template for a B2B company and common mistakes.Read →

Frequently asked questions

Do you run advertising campaigns?
We design the strategy and the measurement system. Running campaigns remains with the client's team or agency.

Book an initial consultation

A 30-minute conversation about your company's situation. After the consultation we send a proposed Diagnostic scope, or let you know that the topic is outside our expertise.

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