How can you stay visible and relevant when everything is changing?
As the economy recovers, B2B SMEs are facing a rapidly changing marketing landscape. Between technological upheavals and rising customer expectations, it can be difficult to know where to focus your efforts. We’ve identified three major trends that deserve your full attention as we head into the fall, and that can become real drivers of performance if approached effectively.
1. New Generative Models: From Time Savings to Process Reinvention
This summer confirmed the accelerating adoption of generative AI. For SMEs, these tools are already transforming the way visual content (images, slides, social media graphics) is produced. Content that used to take an hour to create can now be generated in just a few minutes, with results that are of increasingly high quality.
But acceleration doesn’t mean uncontrolled automation. These tools require a solid methodology: structuring prompts, internal validation, brand consistency, and control over usage rights.
Example: An industrial SME now creates its product presentation visuals using Midjourney and Canva, reducing production time by 60% without compromising on quality.
2. GEO (Generative Engine Optimization): Making Your Content Readable by AI
Traditional SEO is no longer enough. With the emergence of AI-powered answer engines (such as Google SGE or ChatGPT with navigation), companies must also design their content so that it can be understood, summarized, and shared by AI models.
Generative Engine Optimization (GEO) involves structuring information in a clear, logical, and thematically coherent manner so that it is identified as relevant by these new intermediaries. This requires making key decisions: clarifying semantics, prioritizing ideas, providing precise contextualization, and using sourced and reliable data.
3. B2B SMEs: Building a Sustainable Marketing Strategy
Many SMEs launch isolated marketing campaigns due to a lack of time or resources, hoping for quick results. However, the brands that perform best over the long term are those that build their strategy on a solid and consistent foundation.
It starts with a well-thought-out strategy, clear positioning, rigorous customer segmentation, carefully selected channels, and structured implementation. The ability to track and interpret results is just as essential for adjusting actions over time.
How Maia Consulting Can Support You
At maia Consulting, we support SMEs across all of these areas:
- Practical integration of generative AI into your creative processes, including training and guidance on best practices;
- Adapting your content strategy to GEO to remain visible in a world where AI is becoming the new gatekeeper of information;
- Define or refine your marketing strategy to achieve greater consistency, effectiveness, and return on investment.
Would you like to explore one of these topics in greater depth, train your teams, or take stock of your strategic priorities?