King of the B2B AI jungle?

13th October 2026 |   Journal Of Sales Transformation

Iain Irvin Director of Results Driven Marketing,
Iain Irvin: “The way people find businesses is changing.”

AI has profoundly affected how organisations, products and services can be found online. At the same time, it is reshaping lead-generation in unpredictable ways. Director of Results Driven Marketing, Iain Irvin is currently exploring the role that website content, entity consistency, digital PR, third-party mentions, citations, original research and online authority can play in how businesses are understood and surfaced by large language models (LLMs).

The self-styled “king of UK B2B lead generation” works with UK businesses looking to identify the right organisations to target, reach relevant decision-makers and create new sales opportunities through channels including cold email, telemarketing, direct mail and LinkedIn.

“Traditional search isn’t disappearing, but the way people find businesses is changing,” he suggests.

Irvin’s current focus includes LLM optimisation, Generative Engine Optimisation, AI search visibility and understanding how businesses can improve the way they are represented and cited by AI platforms.

His work through Results Driven Marketing concentrates on audience targeting and B2B data, helping companies answer some of the most important questions behind any lead generation campaign: which businesses should we target, who should we speak to and how should we reach them?