{"id":137498,"date":"2026-08-12T16:22:15","date_gmt":"2026-08-12T16:22:15","guid":{"rendered":"https:\/\/www.europesays.com\/ai\/137498\/"},"modified":"2026-08-12T16:22:15","modified_gmt":"2026-08-12T16:22:15","slug":"demandbase-chatgpt-referrals-to-b2b-websites-nearly-quadrupled-in-a-year","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ai\/137498\/","title":{"rendered":"Demandbase: ChatGPT Referrals to B2B Websites Nearly Quadrupled in a Year"},"content":{"rendered":"

\t\t\t\tKey Takeaways<\/p>\n

ChatGPT is rapidly becoming a major B2B referral source, with monthly visits to Demandbase-tracked websites rising 303% year over year to 2.6 million in June 2026.
\nAs AI-driven discovery expands and obscures parts of the buyer journey, B2B marketers are increasing investment in brand-building channels like CTV and display to reinforce trust and familiarity.<\/p>\n

A new Labs by Demandbase<\/a> data show artificial intelligence (AI) assistants have become a fast-growing source of referral traffic and inbound leads to B2B websites as OpenAI\u2019s ChatGPT referral visits to the B2B web properties Demandbase measures grew nearly fourfold over the past year.<\/p>\n

According to Demandbase\u2019s<\/a> customer platform data, monthly ChatGPT-referred visits rose to 2.6 million in June 2026 from roughly 645,000 in June 2025\u2014 a 303% increase\u2014 with a sharp inflection in May 2026, when volume more than doubled versus prior months.<\/p>\n

But the growth is far from evenly distributed across AI platforms, according to reports authors. ChatGPT is the clear driver, accounting for the overwhelming majority of AI-referred traffic, while referrals from Perplexity declined and Gemini and Claude remained flat.<\/p>\n

Why AI Assistants Have Grown in Importance for B2B Buyers<\/p>\n

AI assistants are becoming an increasingly important way B2B buyers discover and evaluate companies, said Rachel Truair, Chief Marketing Officer at Demandbase<\/p>\n

\"Get<\/p>\n

\u201cBut much of that activity happens before a buyer ever reaches a brand\u2019s website,\u201d said Truair in a statement. \u201cThat makes it more important than ever for marketers to reinforce their brand across the channels they control\u2014from advertising and content to sales engagement\u2014to build trust and deliver a consistent buyer experience.\u201d<\/p>\n

How B2B Marketers are Diversifying Their Media Strategy<\/p>\n

The report comes at a times when marketers are placing greater emphasis on the channels they can control to reinforce their message and build brand familiarity as AI-driven discovery creates a blind spot in the buyer\u2019s journey. Drawing on more than $123 million in media expenditures across 75,645 campaigns, Labs\u2019 advertising data reflects this shift toward a more diversified media strategy.<\/p>\n

Between June 2025 and June 2026, CTV advertising spend on the Demandbase platform increased 112%, more than double the growth of display advertising (55%) over the same period. CTV\u2019s share of overall advertising investment also increased from 1.53% to 2.08%, underscoring continued investment in channels that help brands reinforce their messaging and engage buyers across the customer journey.<\/p>\n

As AI-assisted buying continues to evolve, Demandbase officials expect AI-generated referral traffic to become an increasingly important indicator of buyer intent. Success will be defined not only on measuring this emerging source of demand, but on integrating AI-driven discovery into coordinated advertising, marketing and sales strategies that build brand familiarity and accelerate pipeline.<\/p>\n

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\nAre B2B Brands Fully Seizing the CTV Moment?<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Key Takeaways ChatGPT is rapidly becoming a major B2B referral source, with monthly visits to Demandbase-tracked websites rising…\n","protected":false},"author":2,"featured_media":137499,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[68020,68021,68022,44994,580,26251,68023,5023,157],"class_list":["post-137498","post","type-post","status-publish","format-standard","has-post-thumbnail","category-openai","tag-ai-referral-traffic","tag-b2b-websites","tag-brand-awareness","tag-buyer-journey","tag-chatgpt","tag-ctv-advertising","tag-demandbase","tag-marketing-analytics","tag-openai"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/137498","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/comments?post=137498"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/posts\/137498\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media\/137499"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/media?parent=137498"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/categories?post=137498"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ai\/wp-json\/wp\/v2\/tags?post=137498"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}