In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Luan Wise, social media expert and author of five books on social strategy, and Andy Lambert, content strategist at Adobe and co-organizer of the Social Media B2B Forum. Together, they tackle one of the most pressing shifts in modern B2B marketing: how Generative Engine Optimization (GEO) is fundamentally changing where and how your content gets discovered. With 60% of searches now ending without a click, are traditional gated content strategies becoming obsolete?

➡️ Luan and Andy bring decades of combined expertise in B2B social media strategy, and they don't hold back on the uncomfortable truths. They reveal why platforms like Reddit—often dismissed as "too niche" for B2B—are now driving disproportionate discovery through AI-powered search engines. Along the way, they unpack the dangerous gap between what marketing leadership expects (immediate MQLs) and what actually builds sustainable growth in this new landscape. They also explore why Instagram is quietly becoming more B2B-relevant, how community strategy trumps platform tactics every time, and why the era of "just post it on social" is definitively over. Most importantly, they share practical steps you can take today—starting with a 10-minute Reddit research exercise that could transform your understanding of what customers really think about your brand.

Follow Luan Wise

https://linkedin.com/in/luanwise/

Visit https://luanwise.com/

Follow Andy Lambert

https://linkedin.com/in/andylambert/

Visit https://www.andyrlambert.com/

If you care about building B2B marketing strategies that actually work in the age of AI-powered discovery, this conversation is essential listening. It's strategic, practical, and refreshingly honest about the challenges most marketing teams are facing right now—whether you're a social media manager, content strategist, or marketing leader trying to navigate this shifting landscape.

🌐Visit Joel Harrison's website to explore exclusive reports, upcoming events, and join the B2B marketing community ➡️ https://www.joelharrisonb2b.com/

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