AI’s Impact on Buyer Research: Ross Simmonds Highlights a Growing Pipeline Gap

In a recent LinkedIn post, Ross Simmonds discusses a critical disconnect many businesses are experiencing: rising impressions coupled with stagnant pipeline growth. He argues that this issue often points to a deeper, systemic problem beyond typical marketing or advertising strategies.

Simmonds highlights a significant shift in buyer behavior, stating that a substantial portion of initial buyer research is now occurring within AI tools. “Buyers are making decisions before they ever visit your site,” Simmonds asserts, pointing to the growing influence of platforms like ChatGPT, Gemini, and Perplexity in the early stages of the buyer’s journey.

“Your CEO isn’t wrong to ask harder questions right now. If impressions are up but pipeline isn’t, something deeper is broken.”

The Hidden Influence of AI in Buyer Research

Simmonds emphasizes that this trend creates a significant blind spot for many companies. The core of the problem, as outlined by Simmonds, is a lack of awareness regarding how potential customers interact with AI when researching solutions. He poses a crucial question for businesses to consider:

“When someone asks AI if your company is worth buying… Do you show up at all?”

This lack of visibility in AI-driven searches means companies may be missing out on engaging potential buyers at a pivotal moment. According to Simmonds, the inability to influence these AI-generated answers is a primary reason for the pipeline gap.

Auditing AI Visibility as a New Pipeline Driver

To address this challenge, Simmonds proposes a proactive approach focused on auditing and improving a company’s presence within AI models. He suggests that understanding how often a company is mentioned, recommended, or ignored by major Large Language Models (LLMs) is the first step toward reclaiming lost pipeline opportunities.

Simmonds advocates for leveraging tools like HubSpot’s AEO Grader to gain this crucial insight. “Start by auditing your AI visibility,” he advises. This audit, according to Simmonds, provides the foundational data needed to develop a strategy for influencing AI responses.

“That’s where modern pipeline starts.”

By actively working to ensure their brand and solutions are positively represented in AI search results, businesses can begin to bridge the gap between marketing efforts and tangible pipeline growth. Ross Simmonds’s analysis underscores the necessity for marketing and sales leaders to adapt their strategies to account for the evolving landscape of buyer research, driven by the increasing prevalence of AI tools.