92% of B2B organizations are already experimenting with GEO, and GNW Consulting's new tool Leo is built to operationalize it

Ninety-two percent of B2B organizations are already experimenting with or operationalizing generative engine optimization, according to new benchmark research released by GNW Consulting and Demand Metric. That figure, drawn from one of the largest studies focused specifically on GEO adoption, lands alongside a product launch designed to close the gap between interest and execution.

GNW Consulting, the Gilbert, Arizona-based MarTech agency, announced on July 29 that it introduced Leo, a proprietary application built to help B2B marketing teams publish content that surfaces inside large language models and AI-powered search environments. The announcement came as part of a broader midyear update reporting that the company's first-half 2026 revenue is already approaching the total it generated across all of 2025, according to PR Newswire.

The GEO adoption gap B2B operators now have to close

The 2026 State of GEO in B2B Marketing report, produced with Demand Metric, surveyed B2B marketing and revenue leaders and found that adoption is no longer a leading-edge behavior. Nine in ten organizations are already in motion. More importantly for procurement and marketing operations leaders evaluating spend: 78% of organizations actively investing in GEO report measurable ROI, per the report.

The spread between those two numbers, 92% experimenting versus 78% reporting returns, points to an execution problem more than an awareness one. Organizations know GEO matters; the operational challenge is building a repeatable, scalable content process that consistently meets the technical requirements of generative search environments.

Leo: from GEO playbook to repeatable workflow

Leo is GNW Consulting's answer to that execution gap. The application layers the agency's GEO methodology, refined through client engagements and the research program, with company-specific signals and content optimization workflows. Marketing teams use it to create, optimize, and publish content that meets the structural requirements for LLM citation, Google AI Overviews, and traditional SEO in a single step.

One operational detail stands out for teams managing content at volume: Leo supports direct publishing to Webflow, removing the reformatting step that typically strips out the technical elements AI search systems require. PeerLogic Chief Revenue Officer Josh Wagner, whose team uses the tool, noted in the company's announcement that the workflow shift took the company from being effectively invisible in LLMs to sourcing and closing deals through them.

For marketing operations directors evaluating content tech stacks, Leo functions less like a standalone AI writing tool and more like a governed publishing framework, one that enforces GEO best practices at the point of content creation rather than as a post-production audit.

GTM orchestration as the connective tissue

GNW Consulting frames Leo and its GEO research inside a broader GTM Orchestration Framework, which the agency applies to align marketing strategy, technology, data, and execution across revenue teams. The framework is relevant context for enterprise operators because GEO does not function in isolation: content that surfaces in AI search environments needs to be tied to a coherent demand generation and pipeline strategy, not just optimized for citations.

Chief Strategy Officer Andrea Lechner-Becker, in the company's announcement, described the common thread among clients seeing the strongest GEO results: they are integrating AI and GEO into broader operational processes rather than running them as separate workstreams. That framing matters for CIOs and VP-level marketing ops leaders who are currently deciding whether GEO belongs in the content team's budget, the technology stack, or both.

What this means for your team

• Benchmark your GEO readiness now: with 92% of B2B peers already experimenting, a wait-and-see posture is no longer a neutral position. Audit whether your current content creation and publishing workflow produces output that meets LLM citation requirements.
• Evaluate GEO tooling as a workflow question, not just a content quality question: Leo's direct-to-Webflow publishing integration illustrates that the execution bottleneck is often in the reformatting and deployment step, not in ideation. When assessing GEO platforms, ask vendors how the tool fits into your existing CMS and publishing pipeline.
• Tie GEO investment to pipeline metrics before expanding: the Demand Metric research shows 78% of GEO investors report measurable ROI, but the 14-point gap from adoption to measurable return suggests the measurement framework matters as much as the tactic. Define which pipeline and visibility metrics you will track before scaling spend.
• Assess whether GEO belongs in your MarTech stack or your agency relationship: GNW Consulting's Leo is an agency-developed proprietary tool, which means access is tied to a consulting engagement. Factor that dependency into your build-vs.-buy evaluation for GEO capability.