Informa TechTarget Launches Two New Content Solutions

Why It Matters

These tools give B2B firms a competitive edge as AI answer engines replace traditional search, protecting lead generation pipelines and marketing ROI.

Key Takeaways

• AI Visibility Audit maps brand exposure across AI search channels.
• GEO Planner aligns content with evolving AI answer engine preferences.
• Zero‑click search now dominates 40% of consumer queries.
• B2B buyers adopt AI search three times faster than consumers.
• Informa’s AI traffic rose 235% in 2025, boosting sign‑ups.

Pulse Analysis

The rise of AI answer engines such as ChatGPT, Claude, and Google Gemini is reshaping how B2B buyers research solutions. Zero‑click search—where users receive direct answers without clicking through—now accounts for a sizable share of online inquiries, forcing marketers to rethink traditional SEO tactics. Companies that fail to appear in these AI‑generated snippets risk losing visibility, especially as Forrester reports B2B buyers are adopting AI‑powered search at three times the consumer rate.

Informa TechTarget’s AI Visibility Audit tackles this challenge by mapping a brand’s presence across AI platforms, identifying gaps in accuracy and discoverability, and providing a step‑by‑step improvement plan. Complementing the audit, the GEO Topic Planner leverages Informa’s buyer intent data to recommend content topics that align with AI engine preferences, helping marketers allocate resources to high‑impact pieces rather than speculative content. Together, the solutions aim to boost topical authority, reduce wasted spend, and ensure brands are positioned where AI‑driven audiences are looking.

Strategically, the launch positions Informa TechTarget as a pioneer in the emerging field of Generative Engine Optimization. With its portfolio of niche media properties—Dark Reading, Cybersecurity Dive, and Computer Weekly—Informa already demonstrated a 235% surge in AI‑driven traffic in 2025, translating into quadrupled membership sign‑ups. By offering data‑rich, AI‑centric services, the company not only strengthens its own ecosystem but also equips B2B marketers to thrive in a zero‑click world, where visibility and authority are measured by AI relevance rather than traditional click metrics.