Informa TechTarget Launches B2B AI Authority Index

Informa TechTarget has launched the B2B AI Authority Index, a self-assessment tool for B2B marketers. The index evaluates how brands can influence AI-mediated buying journeys.

Tool Purpose and Context

The B2B AI Authority Index addresses how AI search is reshaping B2B buyer journeys and digital marketing strategies. According to Demand Gen Report, 94% of B2B buyers currently use AI tools in their research process. The tool helps marketers assess brand visibility and recommendation potential in AI outputs.

Assessment Structure

Marketers complete a 24-question questionnaire. Scores identify one of four AI Authority Archetypes: The Newcomer, The Contributor, The Referenced, or The Authority. The assessment highlights specific strengths and weaknesses across brand capabilities.

Framework and Resources

The index relies on Informa TechTarget’s S.I.G.N.A.L. framework. This measures performance in Strategy, Insight, Governance, Authority, Narrative, and Longevity. The B2B AI Authority Index and companion white paper, Closing the Gap Between Brand and AI Authority, are available in the resources section of the Informa TechTarget website. According to Demand Gen Report, the tool recommends actions to close identified authority gaps.