Scratch and Trendemon: From Content Buffet to Decision Support: B2B Marketing in the Age of LLMs
Scratch Marketing and Media — 2026 — Marketing Strategy
The report from Scratch Marketing and Media and Trendemon reveals a significant shift in B2B buying behavior, with buyers increasingly relying on Large Language Models (LLMs) for early-stage research and vendor evaluation. This transition necessitates a strategic overhaul for marketers, emphasizing the need for websites to serve as decision-support systems rather than mere content repositories. Brands that adapt to these changes by prioritizing contextual, answer-led experiences are likely to see improved engagement and conversion rates.
Key Statistics
- Traffic from LLMs surged by 570% from 2024 to 2025.
- Deal conversion rates rose from 1.05% to 3.61% from 2024 to 2025.
- LLM-driven traffic accounts for only 2.2% of total visiting companies but delivers 3.5 times higher conversion rates.
Key Takeaways
- Shift focus from broad top-of-funnel engagement metrics to servicing high-intent, pre-qualified visitors.
- Implement AI-driven personalization technologies to adapt website experiences based on buyer intent.
- Audit existing content for clarity and relevance to ensure it directly answers buyer questions.
Cite as: Scratch Marketing and Media. (2026). Scratch and Trendemon: From Content Buffet to Decision Support: B2B Marketing in the Age of LLMs. Retrieved from https://research.agilebrandguide.com/research/scratch-and-trendemon-from-content-buffet-to-decision-support-b2b-marketing-in-the-age-of-llms