Nicolas Masson, founder of tigrz, and Maylis Crassard (Head of Agencies, Western Europe) gave a fireside talk with LinkedIn on how LLMs and Social respond to each other in a GEO strategy. It took place at the #WhereB2BGrows event organised by LinkedIn.
Where does discovery happen in B2B?
According to tigrz, discovery in B2B no longer happens on a website or in a first sales conversation, but on social networks, through recommendation and the use of LLMs.
Adoption in B2B is massive, according to the figures presented by tigrz:
- 94% of B2B buyers go through an AI before any contact.
- LinkedIn is the network most cited in B2B queries by ChatGPT, with indexing having doubled in recent months.
Why connect UGC, Social and LLMs?
The bridge between UGC, Social and LLMs is key to optimising discoverability, favourability and the clarity of answers in LLMs.
From SEO to GEO: integrating the whole brand ecosystem
In this fireside talk, we presented the need to move beyond an overly limited SEO approach in order to address GEO, and how to integrate the whole brand ecosystem and its Social presence to maximise business impact.
To find out more: our GEO + Social approach and, for a concrete case, Afflelou vs ChatGPT.
Source: LinkedIn post by tigrz, shared by Nicolas Masson, April 2026. The figures (94%, doubling of indexing) are those quoted in that post.
Going further: our strategic consulting offer ; brand visibility in generative AI ; see the Alain Afflelou case study.
On the same topic: « Afflelou vs ChatGPT: how the optical leader innovates once again? » and « tigrz in the spotlight at the Google x Cosmo5 event: YouTube as a social network, and creative AI ».
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