Key Takeaways
- Informa TechTarget’s B2B AI Authority Index is designed to help marketers evaluate how well their brands are positioned to influence AI-mediated buying journeys.
- The self-assessment tool uses an authority framework and archetypes to highlight weaknesses and guide actions that can strengthen brand visibility and recommendation potential.
Informa TechTarget is now offering B2B AI Authority Index, touted as a diagnostic tool designed to help B2B marketers assess and enhance their brand’s ability to influence buyers in AI-mediated purchase journeys.
The index addresses a critical challenge facing B2B marketers—how to quickly, effectively evolve their go-to-market strategies as AI search reshapes the B2B buyer’s journey and the broader digital marketing landscape. Currently, 94% of B2B buyers are using AI tools in their research process.
The B2B AI Index self-assessment uses 24 questions to identify specific areas of brand strength and weakness across areas that determine whether AI is likely to recommend that brand over a competitor’s.
Why AI Now Acts as a Member of the B2B Buying Group
AI has officially entered the buying group, declared Lieu Thi Pham, Vice President of Strategy-Brand and Content at Informa TechTarget, which leads many of the company’s strategic AI initiatives for the purpose of helping its customers compete as AI reshapes the relationship between brands and buyers.
“AI systems that scan and consume multimedia content from every corner of the web are now a key persona of the B2B buying team,” said Pham in a statement. “Although certainly not the only source of information, AI’s influence on purchase decisions cannot be underestimated or ignored.”
The 4 AI Authority Archetypes
From the B2B AI Authority Indexquestionnaire scores, B2B marketers can identify their brand’s AI Authority archetype from among four categories: The Newcomer, The Contributor, The Referenced, and The Authority. The assessment highlights areas for improvement and recommends actions to close any authority gaps before they impact pipeline and revenue.
The index is based on Informa TechTarget’s proprietary S.I.G.N.A.L. framework, which measures strength across six core capabilities: Strategy, Insight, Governance, Authority, Narrative, and Longevity.
“The B2B Brand AI Authority Index and its strategic framework, combined with Informa TechTarget’s integrated marketing capabilities spanning the marketing lifecycle, enable us to be an indispensable partner to our customers in the AI age,” said Gary Nugent, CEO of Informa TechTarget. “We are in a unique position to assess their AI authority, identify opportunities to strengthen it, and then apply the full weight of our deep B2B expertise, global audience ecosystem, and comprehensive go-to-market services to help them succeed.”
The B2B AI Authority Index and its companion white paper, Closing the Gap Between Brand and AI Authority, are available at the resources section of the Informa TechTarget website.
