As businesses explore AI visibility for B2B marketing, much of the conversation has focused on tactics. Companies are experimenting with Generative Engine Optimisation (GEO), scrutinising citations in AI responses and trying to understand how platforms such as Reddit influence what AI systems surface and recommend.

Rand Fishkin believes they may be focusing on the wrong thing. The co-founder and CEO of audience research platform SparkToro and one of the most recognised voices in digital marketing argues that the future of discoverability is not primarily a technical challenge.

In a conversation with Aspidistra, Fishkin challenged some of the assumptions driving the current AI visibility debate, arguing that trust, communities and genuinely remarkable products matter far more than chasing the latest optimisation tactic.

AI visibility for B2B marketing starts with understanding your audience

Much of the recent discussion in industry publications around AI visibility has centred on Reddit. The platform’s user-generated discussions are frequently cited as an example of the kind of authentic content that both people and AI systems increasingly value. Yet Fishkin warns against treating Reddit as a universal solution.

Many marketers, he says, tend to fall into one of two camps: those who see Reddit as the next essential marketing channel and those who regard it as a marginal platform with limited relevance. In reality, neither view is entirely correct.

“They’re both right and wrong,” he explains. “Reddit is filled with niches discussing almost every subject imaginable. In some fields, Reddit’s importance and influence are massive. In others, it’s relatively minor and niche.”

That distinction is particularly important for B2B organisations operating in specialised sectors. A cybersecurity firm, engineering consultancy, university, logistics provider or industrial manufacturer may all discover very different online behaviours among their audiences.

Rather than asking whether Reddit matters in general, Fishkin believes marketers should focus on understanding where their own audiences spend time. “The job of a marketer is to uncover whether Reddit is heavily used by the people they need to reach and if so, which subReddits are popular with those groups.”

The lesson extends beyond Reddit itself. Effective communications strategies begin with understanding where authentic conversations are already taking place, whether that is Reddit, LinkedIn, industry forums, trade publications, podcasts or professional communities.

Why communities influence AI visibility for B2B marketing

Many marketers have pointed to the growing habit of adding the word “Reddit” to searches when researching products, vendors and solutions. While some interpret that behaviour as evidence of declining trust in marketing content, Fishkin sees something slightly different.

“I think it says more about Reddit’s growing cultural influence than the lack of trust in online information,” he said. At the same time, he acknowledges a broader shift taking place across the web. “I do also see parallels to the ‘dead Internet theory’ where bots and AI create so much content that people look for anything that’s verifiably human and authentic.”

As AI-generated content becomes increasingly common, human expertise and lived experience become more valuable rather than less. Buyers do not simply want information. They want context. They want perspectives from people who have solved similar problems, deployed similar technologies or faced similar purchasing decisions.

How Reddit contributes to AI visibility for B2B marketing

Organisations that want to participate effectively in Reddit communities must invest time in understanding the culture before they attempt to contribute. “Study the subReddits your audience uses,” he said. “Read the threads every day for a few weeks.” Only then should marketers begin participating.

“Dip your toe in the water as a contributor and don’t promote anything. Just help people, be kind, be real.” While that advice runs counter to the traditional marketing instincts of visibility, reach and engagement, communities frequently reward a very different set of behaviours.

For B2B marketers, particularly those in specialist industries, this suggests a different approach. Instead of asking where a message can be distributed, the better question may be how an organisation can contribute value to an existing conversation.

As Fishkin put it, “LinkedIn and YouTube just don’t require that level of cultural understanding before you can effectively participate.” The most successful organisations listen first, learn the norms of the community and contribute genuine expertise before attempting to establish a brand presence.

The future of AI visibility for B2B marketing

The conversation around AI has encouraged many marketers to focus on prompts and optimisation frameworks, yet we’ve seen that Fishkin’s perspective points elsewhere.

Communities matter because people matter. Reddit matters when audiences find it useful. AI may amplify those dynamics, but it did not create them. For B2B organisations, the challenge is to become genuinely discoverable, credible and worth discussing among the people they serve.

The companies that succeed in an AI-driven world are unlikely to be those that become best at chasing algorithms. They are more likely to be the organisations that give people something worth talking about.

Key takeaways

• Reddit only matters if your audience actively uses it.
• Communities influence both purchasing decisions and AI-generated recommendations.
• Authentic expertise is becoming more valuable as AI content grows.
• Brands should contribute value before promoting products.
• Trust and reputation remain the strongest drivers of discoverability.

FAQ

Does Reddit help AI visibility?

Reddit can improve visibility when your target audience actively participates in relevant communities. Its influence varies significantly by industry.

What drives AI visibility for B2B marketing?

According to Rand Fishkin, trust, community discussion, product quality and brand reputation are more important than chasing AI optimisation tactics alone.

Is Generative Engine Optimisation enough?

No. Technical optimisation may help, but discoverability ultimately depends on whether people genuinely discuss and recommend your brand.

Photo by Brett Jordan on Unsplash