The Challenge
Problem: A well-established B2B project management platform was invisible to AI when enterprise buyers asked for software recommendations, despite having strong market share and customer satisfaction. Newer, smaller competitors were being recommended instead.
The company had grown through word-of-mouth and direct sales. Their product had thousands of enterprise customers and industry awards, but when B2B buyers increasingly turned to AI for software recommendations, the company wasn't being mentioned.
Research revealed the root causes:
- Limited web presence beyond their own site
- Few third-party reviews and comparisons
- No Wikipedia or knowledge graph presence
- Technical documentation focused on existing users, not discovery
The Solution
Strategy: Build AI-discoverable authority through third-party presence, comparison content, and technical credibility signals optimized for B2B software queries.
Entity and Authority Building
We established the company as a recognized entity through G2, Capterra, and TrustRadius profile optimization, Crunchbase and business database presence, industry analyst relationship development, and Wikipedia article development documenting company history and market position.
Comparison Content Strategy
We created comprehensive content addressing how B2B buyers research software. This included detailed feature comparison pages against major competitors, use-case-specific recommendation content, integration documentation highlighting ecosystem compatibility, and ROI calculators and case studies with specific metrics.
Technical Credibility
We built the technical signals that establish software authority including API documentation optimized for developer discovery, security and compliance documentation, performance benchmarks and technical specifications, and integration partner co-marketing initiatives.
Results
Within 6 months, the company achieved consistent AI visibility across major platforms:
- ChatGPT: Now included in 78% of project management software queries
- Perplexity: Top-3 recommendation for enterprise project management
- Google AI Overviews: Featured in category comparison results
Business impact was significant:
- 67% increase in qualified demo requests
- 34% reduction in cost per qualified lead
- Shortened sales cycle as buyers arrived more informed
"Our sales team noticed buyers coming in with much more knowledge about our platform. They were saying 'ChatGPT recommended you'—something we'd never heard before. The quality of inbound leads improved dramatically."
Key Takeaways
Third-party presence drives B2B AI visibility. AI systems heavily weight review sites, analyst coverage, and independent comparisons when recommending enterprise software.
Technical documentation serves discovery. Well-structured technical content helps AI systems understand and recommend software for specific use cases.
Comparison content is essential. B2B buyers ask AI to compare options. Being present in comparison contexts—even against competitors—increases overall visibility.
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