As AI-driven search reshapes the B2B buyer journey, large language models (LLMs) are fundamentally changing how B2B audiences discover, evaluate and select vendors. Zero-click searches, AI-synthesized answers and LLM-generated recommendations are no longer fringe buyer behavior, and B2B marketers need to adapt to align with this shift.
According to a report from Demand Gen Report, nearly two-thirds of marketers now use GenAI as much or more than traditional search when researching vendors. This shift has elevated Generative Engine Optimization (GEO) from an experimental initiative to a top strategic priority.
The challenge? GEO is still nascent, and the surrounding noise often leads to confusion, making it difficult for marketing leaders to assess agency partners with confidence.
For many brands, the first step for selecting an agency partner is to release a Request for Proposal (RFP). Any marketer who has developed an RFP can attest that they’re deceivingly difficult to write effectively, especially for a marketing activity like GEO that is still evolving.
An effective GEO RFP will clarify your goals, assess how agencies approach AI-driven search and evaluate whether prospective partners can meaningfully support your business outcomes.
This guide outlines what to include in a GEO-focused RFP and how to choose the right agency to help your brand succeed in the GenAI era.
Key Takeaways
- A strong GEO RFP sets the foundation: Clear goals, scope and evaluation criteria help agency partners respond with informed strategies that support your desired business outcomes.
- GEO spans your entire marketing strategy: Effective GEO strategies don’t live in a silo — they touch PR, content, social, SEO and paid media. Your agency needs to be ready to see and support the full picture.
- The right partner scales strategy and execution: Look for agencies that combine foundational research with adaptive, long-term GEO strategies — and prioritize educating your internal team along the way.
What to Include in Your Generative Engine Optimization RFP
Some of the key pieces of information you should include in your GEO RFP are:
- Essential company information
- A specific and clear project scope
- Clearly defined GEO objectives
- Expectations and evaluation criteria
Essential company information
It’s important to help agencies get up to speed on your business quickly, especially if you operate in a complex B2B tech environment. Begin your RFP with foundational context that enables teams to understand your business landscape and positioning:
- Company background and mission
- Product and service information (include product hierarchy if helpful)
- Competitor set and landscape
- Brand positioning and differentiators
- Target audience (even if it’s high-level to start)
Tip: Ask a GenAI engine to generate a description of your brand. Compare its output to your preferred positioning to highlight potential gaps between how your brand should appear in AI-generated responses and how it currently does.
A specific and clear project scope
Because GEO spans multiple facets of a marketing strategy, it’s critical to clearly define your needs, outlining where you expect specific expertise and where you welcome open-ended recommendations.
Define specific channels, key deliverables (i.e., GEO audit), KPIs, reporting expectations and other needs you and your team have already identified. If there are areas where you’re looking for the agency to lead the way, be open about that in early conversations. Agencies should be prepared to take the lead or provide guidance where needed, especially with GEO, which is likely a newer initiative for most brands.
Clearly defined GEO objectives
GEO is still an emerging discipline, and vague or overly broad goals can make it difficult for agencies to propose impactful, business-aligned strategies. Clear, prioritized objectives not only prevent scope creep — they empower potential partners to tailor proposals to your desired business outcomes. Before issuing the RFP, ensure your internal stakeholders are aligned on those priorities.
Your objectives should balance both short-term and long-term value. Consider including goals like:
- Increase brand visibility in LLM-generated responses (i.e., ChatGPT and Perplexity) for core branded and unbranded queries
- Enable internal teams with GEO education and tools, such as best practices documentation or workshops
- Establish and maintain AI-informed content that aligns with high-priority topics and keywords
Where possible, tie these objectives to broader marketing and business metrics — such as lead quality, brand perception or pipeline growth. This allows agencies to connect technical GEO activities to end goals.
Expectations and evaluation criteria
The RFP process should be transparent, with clearly defined expectations and evaluation criteria so that the agencies participating in the process can accurately determine if they are a match. Consider including:
- Internal team structure: Include an overview of internal key stakeholders and their roles, i.e., job title and role within the agency partnership.
- Desired team experience: This could include size of team, specific roles, years of experience, etc.
- Request for work samples: Request case studies spanning GEO, SEO, AI strategy and your industry.
- Budget: Even a rough range helps avoid wasted effort on both sides. Early transparency enables agencies to tailor their strategies and recommendations more effectively.
- Timelines: Include due dates for intent to bid, proposal submissions, presentations and projected program start as well as anticipated partnership length.
Tip: While these items help streamline the RFP process, brands open to pre-RFP conversations can save time by assessing fit before getting too deep into the process. A 15–20 minute exploratory call often reveals whether an agency has the right experience, perspective and capacity for what you’re looking for.
How a B2B Agency Should Help You Reach Your GEO Goals
Once you’ve received agency responses, how do you determine the best fit? Effective GEO partners bring both strategic depth and functional expertise. Evaluate agency submissions based on:
- Strategy + foundational buildout
- GEO best practices + education
- Ongoing program for long-term growth
- Ensure they see the bigger picture
Strategy + foundational buildout
A strong GEO engagement begins with a comprehensive baseline assessment and strategic roadmap. Look for agencies that outline:
- Research: Foundational research helps agencies understand your brand’s current position and chart a path toward your desired future state. Tactics like a technical audit, content audit, competitive gap analysis, SERP and LLM visibility review and benchmarking are key elements of kicking off your GEO program.
- Planning + strategy: Building on foundational research, your agency should be equipped to develop a strategic roadmap for short- and long-term wins. They should identify quick wins, provide prioritized content topics and point out areas for optimization.
- Initial buildout + implementation: Expect agencies to focus on initial key activities like optimizing priority pages, enhancing technical foundations and creating a baseline GEO performance report that can serve as a benchmark tool moving forward.
GEO best practices + education
With AI-driven search changing rapidly, agencies must act as educators, not just executors.
Look for partners who offer:
- Custom training sessions for your marketing team, executives and thought leaders
- Education on why GenAI matters to your brand and industry
- Workshops explaining core GEO principles and technical tactics
This ensures your internal team understands the “why” and basic “how” behind the work and is equipped to support ongoing execution.
Ongoing program for long-term growth
Like most digital marketing initiatives, GEO is not something you can “set and forget.” Your GEO strategy needs to constantly evolve alongside the latest changes to GenAI engines, similar to SEO.
Prioritize agencies that outline and emphasize a continuous optimization framework rather than one-time execution. Here are some things to look for:
- Combined SEO + GEO efforts: SEO is by no means dead. GEO should serve as a critical component of your larger SEO strategy. An agency that understands this will ensure your brand stays visible across channels.
- Focus on feedback + reporting: Look for responses that include discussion of content refreshes, prompt and keyword evolution, and performance reporting on a regular basis. This relationship should be two-sided; partnering with an agency that can easily adapt to your specific needs is crucial. You should expect custom reporting and strategy optimizations based on internal team feedback.
Ensure they see the bigger picture
GEO is not a siloed SEO function. It touches every digital channel that influences AI-generated responses.
Look for agencies that understand how GEO intersects with:
- Content marketing: Ensures brand-owned assets appear in AI-generated answers.
- PR: Earned media is the most cited source by AI engines in all stages of the buyer journey. Prioritizing AI-indexed publications is essential.
- Social media: Strengthens credibility signals used by LLMs.
- Paid media: Sponsored content and thought leadership placements reinforce authority across channels.
GEO’s impact will only grow as GenAI adoption accelerates, and your agency partner should proactively guide you through those shifts.
Ready to Compete in the GenAI Era?
Your next agency relationship must go beyond traditional digital marketing execution. GEO is here to stay — and the right partner will help your brand build authority, visibility and influence across AI-driven search experiences.
If you’re interested in learning more about how Walker Sands can support your GEO needs, please reach out to our team of experts today.
