📈 Marketing · Sales
B2B Marketing in the Zero-Click Era (AEO·GEO)
Search isn’t dead, clicks are — B2B marketing that earns AI citations, not rankings
⏱ Training hours2 hours
🏢 FormatOn-site delivery · Customized design
👤 InstructorJohn Kim
✅ Key outcomeHigher AI citation frequency and SoM (Share of Model) — expect a 20–40% increase in citation share within 90 days
The B2B Marketing in the Zero-Click Era (AEO·GEO) course is a 2-hour corporate training program that teaches practical ways to get your content cited in AI answers, now that ChatGPT, Perplexity, Gemini, and Claude summarize answers on users’ behalf. Nanum Consulting CEO John Kim walks through the data behind the zero-click phenomenon, the 7 content formats AI cites, E-E-A-T trust design, hands-on brand diagnosis and rewriting, and a 30·60·90-day action plan, in that order. 'Citation is the new ranking' — it is designed for B2B marketing, sales, and IR practitioners who want to shift their goal from ranking to citation and claim citation share first, while competition is still low. The curriculum has been proven through training delivered to 50+ major corporations and institutions.
💻 Start learning this topic with an online course →Who is this course for?
This course is a good fit for practitioners and leaders at companies and institutions that need stronger marketing and sales skills. It is especially useful for teams that want to understand, with data, how the B2B buying journey has shifted to zero-click and AI search, and to tell SEO, GEO, and AEO apart.
What will you learn?
- Understand, with data, how the B2B buying journey has moved to zero-click and AI search, and tell SEO, GEO, and AEO apart
- Apply the 7 content formats that AI cites, along with E-E-A-T trust signals, to your own pages
- Diagnose your brand’s AI visibility, rewrite content into answer-ready form, and build a 30·60·90-day action plan
Curriculum
Module 1: The zero-click era — what the data shows
- Search isn’t dead, clicks are — zero-click is the default (80% of consumers, Bain & Company, Feb 2025)
- AI summaries now sit above the links — 83% of queries showing AI Overviews end without a click, and 93% in Google AI Mode
- B2B is no exception — organic CTR down 49–65%, with losses of up to 30% for B2B SaaS and others (Seer/Semrush 2025)
- The real contest happens before search — 85% of B2B buyers pick their vendor before searching, and AI drafts the day-one list
- SEO vs. GEO vs. AEO — the goal shifts from ranking to being cited (Citation is the new ranking)
- Now is the window to move first — claim citation share while competition is low; wait, and the authority is already locked in
Module 2: Content structures AI cites — 7 formats
- Answer-First — a complete answer in the first 40–60 words, the key conclusion within the first 200 words (answer-style, not intro-style)
- Number density — a concrete figure every 150–200 words; write '85% of buyers' instead of 'many companies'
- Cite your sources — attach [source + date] to every figure; a citable unit = source + timeframe + unit
- Question-style H2·H3 headings — heading = question, first paragraph = answer, one question per page
- FAQ · HowTo · schema — label 'question/answer' with FAQPage, HowTo, and Organization JSON-LD
- Groundwork — add llms.txt, check robots.txt for blocked search bots (block them and you drop out of citations immediately)
- Keep content fresh — rewrite every 13 weeks; citation authority is a time-based asset that fades if neglected
Module 3: Sources AI trusts — E-E-A-T
- Experience — firsthand cases and on-site primary data = your biggest differentiator (measured value + timeframe + context)
- Expertise — name authors, with credentials and qualifications; author box + Organization schema
- Authority — third-party citations and how often you appear on external pages; you build authority, but you can’t issue it yourself
- Trust — cite a source for every figure and show the update date at the top; broken links and outdated information lower trust
- Technical trust — Lighthouse 90+ and Core Web Vitals (LCP·CLS·INP): fast, readable pages are easier for AI to parse, too
- B2B proof — a three-part set: client logos, quantified ROI figures, and case studies (situation · action · result)
Module 4: Brand diagnosis and rewriting workshop + 30·60·90-day action plan
- The 4 AI visibility metrics — citation frequency, brand inclusion rate, mention volume, referral traffic — and how to measure SoM (Share of Model)
- Exercise 1: Run 10 customer questions (definition · comparison · how-to · recommendation × Korean and English) across 4 engines to diagnose visibility
- Exercise 2: Build answer-sentence templates for each question type plus FAQ schema (JSON-LD), and validate with the Rich Results Test
- Only competitors get cited? — Analyze what the cited content has in common → gap analysis of what you lack (data, sources, structure, freshness)
- 30·60·90-day action plan — foundation + diagnosis → answer-ready rewrites and 4 intent-based pages → third-party citations and ongoing publishing
- Measurement and reporting — GA4 AI referral tracking, weekly citation audits, 4-week SoM change rate (no measurement, no improvement)
Tools used in this course
Expected results / After the course
- Higher AI answer citation frequency and Share of Model (SoM) — expect a 20–40% increase in citation share within 90 days
- Build the skills to create “citation-ready” pages with an answer-first opening paragraph, data, sources, and schema
- Build an in-house AI visibility measurement and reporting system shared by sales, marketing, and IR
On-site training references
Samsung ElectronicsKTLG ElectronicsHyosungSamsung Electro-MechanicsSamsung C&TSamsung WelstoryLotte RentalLotte Data CommunicationNH (Nonghyup)Korea Land and Geospatial Informatix CorporationGyeonggi Business & Science AcceleratorDaejeon TechnoparkChungnam TechnoparkKorea SMEs Training InstituteYonsei UniversityKeimyung UniversityYeungnam UniversityPukyong National UniversityChungbuk National Universityand more
About the instructor
John KimInstructor John Kim, author of “B2B Marketing Design” and CEO of Nanum ConsultingView profile →
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We tailor this course to your company
From diagnosis to execution — Nanum Consulting
FAQ
Well suited to B2B marketing, content, and digital managers, sales strategists, and IR and PR teams. Recommended for mid-level managers and above who need GEO·AEO strategies to get their company featured in AI answers from ChatGPT, Perplexity, and others as search traffic declines.
Where traditional SEO aims for 'search rankings and click traffic,' this course focuses on GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization) — 'getting AI to cite your content in its answers.' Citation is the new ranking. With the goal shifting from ranking to citation, the course covers answer-ready content structure, E-E-A-T, schema, and measurement through hands-on exercises.
This is a compact 2-hour course made up of 4 core modules (diagnosing the shift → content structure → trust design → brand diagnosis and rewriting exercises). It includes a diagnostic exercise where you query your own brand across 4 AI engines, plus building a 30·60·90-day action plan, and is delivered on-site or online to fit your company. Costs vary by size, location, and customization needs, so we provide a separate quote.
Yes. In a Princeton and Georgia Tech study (KDD 2024), applying GEO techniques (source citations, statistics, quotations, structuring) raised AI citation rates by 1.3–1.4x, and combining four techniques worked better than any single one. Rewriting existing content is more cost-effective than publishing new content, and this course builds on that evidence to set realistic expectations (a 20–40% increase in citation share within 90 days).
B2B Marketing in the Zero-Click Era (AEO·GEO)
Search isn’t dead, clicks are — B2B marketing that earns AI citations, not rankings
Training objectives
- Understand, with data, how the B2B buying journey has moved to zero-click and AI search, and tell SEO, GEO, and AEO apart
- Apply the 7 content formats that AI cites, along with E-E-A-T trust signals, to your own pages
- Diagnose your brand’s AI visibility, rewrite content into answer-ready form, and build a 30·60·90-day action plan
Expected results
- Higher AI answer citation frequency and Share of Model (SoM) — expect a 20–40% increase in citation share within 90 days
- Build the skills to create “citation-ready” pages with an answer-first opening paragraph, data, sources, and schema
- Build an in-house AI visibility measurement and reporting system shared by sales, marketing, and IR
Curriculum
Module 1Module 1: The zero-click era — what the data shows
- Search isn’t dead, clicks are — zero-click is the default (80% of consumers, Bain & Company, Feb 2025)
- AI summaries now sit above the links — 83% of queries showing AI Overviews end without a click, and 93% in Google AI Mode
- B2B is no exception — organic CTR down 49–65%, with losses of up to 30% for B2B SaaS and others (Seer/Semrush 2025)
- The real contest happens before search — 85% of B2B buyers pick their vendor before searching, and AI drafts the day-one list
- SEO vs. GEO vs. AEO — the goal shifts from ranking to being cited (Citation is the new ranking)
- Now is the window to move first — claim citation share while competition is low; wait, and the authority is already locked in
Module 2Module 2: Content structures AI cites — 7 formats
- Answer-First — a complete answer in the first 40–60 words, the key conclusion within the first 200 words (answer-style, not intro-style)
- Number density — a concrete figure every 150–200 words; write '85% of buyers' instead of 'many companies'
- Cite your sources — attach [source + date] to every figure; a citable unit = source + timeframe + unit
- Question-style H2·H3 headings — heading = question, first paragraph = answer, one question per page
- FAQ · HowTo · schema — label 'question/answer' with FAQPage, HowTo, and Organization JSON-LD
- Groundwork — add llms.txt, check robots.txt for blocked search bots (block them and you drop out of citations immediately)
- Keep content fresh — rewrite every 13 weeks; citation authority is a time-based asset that fades if neglected
Module 3Module 3: Sources AI trusts — E-E-A-T
- Experience — firsthand cases and on-site primary data = your biggest differentiator (measured value + timeframe + context)
- Expertise — name authors, with credentials and qualifications; author box + Organization schema
- Authority — third-party citations and how often you appear on external pages; you build authority, but you can’t issue it yourself
- Trust — cite a source for every figure and show the update date at the top; broken links and outdated information lower trust
- Technical trust — Lighthouse 90+ and Core Web Vitals (LCP·CLS·INP): fast, readable pages are easier for AI to parse, too
- B2B proof — a three-part set: client logos, quantified ROI figures, and case studies (situation · action · result)
Module 4Module 4: Brand diagnosis and rewriting workshop + 30·60·90-day action plan
- The 4 AI visibility metrics — citation frequency, brand inclusion rate, mention volume, referral traffic — and how to measure SoM (Share of Model)
- Exercise 1: Run 10 customer questions (definition · comparison · how-to · recommendation × Korean and English) across 4 engines to diagnose visibility
- Exercise 2: Build answer-sentence templates for each question type plus FAQ schema (JSON-LD), and validate with the Rich Results Test
- Only competitors get cited? — Analyze what the cited content has in common → gap analysis of what you lack (data, sources, structure, freshness)
- 30·60·90-day action plan — foundation + diagnosis → answer-ready rewrites and 4 intent-based pages → third-party citations and ongoing publishing
- Measurement and reporting — GA4 AI referral tracking, weekly citation audits, 4-week SoM change rate (no measurement, no improvement)
About the instructor
John Kim, Lead Instructor
10 years in industry · 15 years teaching (3,000+ lectures)
Education
· MBA (advanced major: Marketing), Korea University Graduate School of Business (graduated)
· Sungkyunkwan University Consultant Program (completed)
· Sogang University Graduate School of Business, Short-Term MBA (completed)
· Seoul National University Lifelong Education Instructor Development Program (completed)
· Chung-Ang University, B.A. in English Language and Literature (graduated)
Experience
· Current: CEO, Nanum Consulting
· Formerly at Hyosung Corp., Daeduck Electronics and Shinhan Diamond: overseas assignments and strategic planning (10+ years)
· Current partner instructor, Expert Consulting
· Current: Partner instructor, PSI Consulting
· (Current) Partner instructor, Korea SMEs and Startups Agency and SME Training Institute
Credentials and publications
· Certified consultant
· Certified teacher
· Completed official IDEO Design Thinking training
· B2B Marketing Design (1 Apr 2025)
· The Chinese Diamond Tool Market: Present and Future (co-authored, Korea Tool Association)
· Battles That Changed History and Innovative Weapons (in progress)