Buying Criteria 2026 In The AEO World: What Matters To B2B Committees

TL;DR

B2B committees want proof, not promises. They check peer reviews, demand security and compliance clarity, look for integrations, and want ROI spelled out. Put these up front on your website and structure them so both buyers and AI assistants can pick them up easily.

AI assistants are changing how information is discovered and trusted. When decision-makers search, they see distilled answers based on clear, verifiable signals. If your page highlights security details, integrations, ROI evidence, and reviews, it shows up both in searches and AI responses. That’s why B2B software buying criteria now have to be simple, credible, and structured. Buyers also turn heavily to peer reviews in B2B, so these must be front and centre.

Why are Buyers Demanding More Proof Today?

Too many tools, budget scrutiny, and security risks have made buyers cautious. Senior leaders want to see facts upfront rather than sift through promises. They wish to reduce uncertainty by prioritising peer trust, demos, and public artifacts over claims. Vendors who provide proof, clearly and early, win trust faster.

What Do Committees Look for Before They Decide?

• Security and compliance: Easy access to SOC 2/ISO certificates, data policies, and trust pages.
• Integrations and fit: Clear explanation of how your product works with existing tools.
• Peer validation: Customer logos, reviews on platforms like G2 or TrustRadius.
• ROI and outcomes: Concrete numbers, calculators, or recognised third-party studies.
• Easy evaluation: Options to book a demo, join a trial, or explore a sandbox right away.

How Should Companies Present These Criteria?

• Keep it upfront and simple. Open pages with a short summary of who you are, what you offer, and the results you deliver. Add sections on security, integrations, ROI, and reviews—structured so AI assistants can lift them.
• Show real proof. Link directly to your Trust Centre, security documents, and review pages. Add customer stories with numbers that matter. Include ROI calculators or studies for quick checks.
• Make next steps easy. Place “Book a demo,” “Try it now,” or “Watch a short demo” where it’s hard to miss. Offer a free trial or sandbox so decision-makers can test with minimal effort.

Takeaway

In the AEO world, trust is built on clarity and evidence. By making proof visible and simple to understand, you not only help committees move faster but also ensure AI systems pick up the right facts about your business. This approach reduces friction in decision-making and strengthens your position as a credible partner.

Micro-Glossary

Trust Centre: A page where all security and compliance documents are published.
TEI: A study format by Forrester that shows ROI with data.
JSON-LD: Code that structures your web page information so search engines and AI can understand it.