Today, Marketbridge and Meltwater announced a partnership to sell B2B go-to-market strategies and intelligence for generative engine optimization (GEO).
Marketbridge will fold Meltwater’s intelligence on GEO, and on how B2B brands show up across other channels, into its own go-to-market services.
Combining services and intelligence
Under the new partnership, Meltwater provides intelligence from its analysis of 1.3 billion pieces of content across the web daily, which Marketbridge then integrates with go-to-market strategy and content workflow for B2B clients.
The B2B buyer’s journey has changed, and the combined offering is built for it. Buyers now use large language models (LLMs) to discover and research products and services, and the joint strategies are designed around that behavior.
Marketbridge and Meltwater clients can use many of the combined capabilities now. The companies expect to launch a broader integrated solution in Q4 2026.
Shifting B2B strategies
A segment of buyers now turns to generative AI chatbots to search for products and services, which makes chatbot influence one more thing marketers have to measure alongside social media, online discussion forums, influencers, and traditional search engines. Marketbridge and Meltwater are rebuilding workflows around that, delivering intelligence on how brands and their competitors appear in LLM searches.
“The biggest shift that is happening, especially in B2B, is that the decision-making and buying committees are researching products through LLMs,” said Geoffrey Sidari, chief innovation officer and head of AI at Marketbridge.
The joint offering could help businesses use the intelligence (how their brand shows up in LLMs and other channels) to apply it to business functions beyond communications, including sales, marketing, customer success, product, and supply chain, according to Sidari.
“There’s information that sits in those discussions that is valuable to a lot of different use cases, and wasn’t really easily unpackable, even three years ago,” he said.
LLM shifts give CMOs two challenges. First, they need to understand how LLMs digest content about their brand and present it in conversations with users. Second, they need to understand how customers and prospects respond when they encounter the brand in an LLM response.
“As [marketing leads] leave the LLM and enter the rest of the marketing funnel, and the different tools that are traditionally set up to capture marketing leads or sales intent, we’re able to see how one is impacting the other,” said Sidari. “And this change has happened so fast in the last 12 months that I think it caught B2B marketers off guard. I think B2C marketers were probably first to catch on that LLMs were impacting the buying journey.”
Easier access to intelligence
The partnership aims for Meltwater’s clients to more easily share Meltwater’s intelligence on LLMs and other channels with teams that can use this data in their day-to-day functions.
“If we know what the earned media is saying and what the LLMs are saying, it puts us in a unique position to be able to drive insights from that, rather than having to go to six different places to do that,” said Mark Arduino, partner director, agency and consulting, for Meltwater. “But then combine that with the ability Marketbridge has, which is to connect this into a bigger go-to-market strategy.”
He added, “What our clients will benefit from is [Marketbridge’s expertise] on how to build a strong data foundation, and the ability to synthesize [Meltwater’s] insights across other data sources and use cases.”
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