I attended Zero Click SF in San Francisco on April 8, 2026. Reema Batta's Figma session stayed with me because she distinguished the needs of a Product Designer from those of a Creative Director. Same product, different buying questions.
That distinction matters to the B2B marketing leaders I work with. A brand mention in a broad category answer tells us much less than an answer to the question our intended buyer is asking.
Put the role into the research
I'd start by separating those buying situations in the prompt set. What does each person need to do? What would they need to know before choosing the product? Then I'd inspect the answers and the sources behind them.
That also changes the page brief. If two roles need different evidence, a single generic product description leaves someone doing the translation for themselves.
A public answer won't reveal a private procurement discussion. I'd use it to identify questions for buyer research, then compare what prospects actually say.
I covered the session in my April 9 recap. The same question now sits inside my positioning work: who needs to understand this message, and what are they trying to decide?