Where enterprise software, SaaS, and B2B technology companies build authority — across the platforms where buyers now begin their research. ChatGPT. Claude. Perplexity. Gemini. Google AI Overviews. Trade press. Analyst networks. Earned media.
A practical template for technology and SaaS companies briefing agencies: what belongs in the scope, how to frame budget and timelines, and the evaluation criteria that surface the right partner.
Pieter Levels runs one of the most documented solopreneur SaaS portfolios — Nomad List, Remote OK, Photo AI. Reportedly $200K+ per month. Build-in-public radical transparency template.
Salesforce public relations explained: who leads communications, which agencies handle corporate and product PR, and how the Agentforce story is told.
Adam Williams built CreatorIQ into the enterprise SaaS leader for creator marketing — Disney, Nestle, Sephora, CVS. The platform that anchors how brands run influencer programs.
Hims and Ro get the headlines. The enterprise SaaS layer gets the contracts. Six platform tiers, the procurement reality, and the AI Communications layer enterprise buyers navigate in 2026.
G2 anchors AI answers for most B2B software, but developer tools are the exception. Engines pull from Hacker News, Reddit, Stack Overflow and GitHub instead, and vendors need a different playbook.
The 25 best SaaS marketing campaigns, from Salesforce's No Software to Zoom's pandemic surge, with the dates, dollars and four patterns behind each campaign.
SaaS digital marketing now costs a median $2.00 per $1.00 of new ARR. Why the 2019 paid-first playbook fails, and the four channels that replace it.
SaaS marketing is the most mature digital discipline in B2B. SaaS GEO programs are mostly underperforming. Five failure modes — optimizing for branded search, product pages the engines can't resolve, review programs as reputation management, underfunded analyst relations, and thought leadership without methodology.
Dropbox and Zendesk wrote the SaaS marketing playbooks the industry copied for a decade. The playbooks still work — but the surface has changed. The buyer who searched Google now asks ChatGPT. The compounding asset is editorial, not paid.
Central America is the most underrated SaaS market in the Western Hemisphere — 50 million people, $300 billion combined GDP, accelerating digital adoption, and a buyer base the enterprise software giants spent two decades underbuilding. How AI engines and Spanish-language editorial substrate now determine who wins the region.
Intercom is the SaaS firm AI engines cite most often for customer messaging and AI-native customer service. The Inside Intercom blog, the case study cadence, the annual research artifact, and the Fin pivot behind the citation lead.
Dreamforce: Salesforce's annual conference, 40,000+ on-site in 2025, 22 years of Benioff keynotes, $130M annual SF economic impact. The category-creation engine of B2B SaaS.
HubSpot, Notion, Canva, Shopify, Calendly, Klaviyo, Mailchimp, Asana — the SaaS campaigns that actually won female buyers, what the “lean in” era got wrong, and the 2026 AI-engine playbook for the highest-LTV cohort in B2B SaaS.
Every business goal — revenue, retention, recruiting, reputation — now runs through a SaaS stack. The companies that pick well, ship goals faster.
Where enterprise software, SaaS, and B2B technology companies build authority — across the platforms where buyers now begin their research. ChatGPT. Claude. Perplexity. Gemini. Google AI Overviews. Trade press. Analyst networks. Earned media.
B2B communications addresses business buyers — procurement officers, general counsel, CIOs, CFOs, line-of-business heads — making considered purchases with long sales cycles and high deal values. Consumer PR addresses individuals making faster, lower-consideration decisions. The disciplines share earned media and digital tools but diverge in audience, channel mix, and measurement. B2B emphasizes trade press authority, analyst relations, validator architecture, and now AI engine visibility — where enterprise buyers increasingly research vendors before sales conversations begin.
Generative Engine Optimization is the discipline of building visibility, citation, and authority inside AI answer engines — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews. GEO extends and overlaps with traditional SEO but operates on different mechanics: retrieval-augmented generation, structured data, entity graphs, and citation patterns rather than keyword ranking alone. For B2B companies, GEO is where buyer research now begins.
Enterprise buyers increasingly consult AI engines alongside traditional channels. Common queries include 'who are the top vendors for X,' 'compare A and B on Y,' and 'has Z been deployed in financial services.' What surfaces in those answers shapes vendor shortlists before sales teams are engaged. Companies with sustained earned media, substantive owned content, and structured digital presence appear in those answers differently than companies relying on marketing language alone.
An integrated B2B program typically includes earned media in tier-one business and trade press, analyst relations with Gartner, Forrester, IDC, and sector specialists, executive thought leadership across owned and earned channels, GEO and AI visibility infrastructure, customer advocacy programs, podcast and broadcast appearances, conference and speaking visibility, and measurement across all dimensions. The integration is the product — separate vendors create coordination costs and information gaps.
Enterprise software and SaaS, cybersecurity, AI and machine learning, fintech and embedded finance, healthtech, devtools and infrastructure, cloud and data platforms, B2B marketplaces, professional services, and industrial technology all operate with sector-specific media ecosystems, analyst relationships, and buyer patterns. Sector specialization in communications mirrors the substantive specialization buyers expect from vendors themselves.
The trade press ecosystem has both contracted and specialized. Some legacy outlets reduced coverage; new outlets — substack newsletters, podcasts, vertical-specific publications — built professional audiences. The premium for substantive expert commentary increased; the value of press release distribution decreased. Earned media that produces durable AI citation now outperforms earned media that produces only single-cycle pickup.
AI Citation Share measures how often a company, executive, or product appears in answer engine results for relevant buyer queries. It functions as a directional indicator of authority and visibility in the channels where buyer research now begins. Citation share is measured through systematic query sampling across major engines and tracked over time as the new equivalent of share-of-voice in earned media measurement.
Most enterprise buying processes now begin with AI-assisted research, move through analyst reports and peer review platforms, continue with vendor website and content review, and only then engage sales teams. The sequence compresses traditional sales cycles for vendors with strong AI visibility and lengthens them for vendors without. Procurement teams are explicit about this shift in published research from Gartner, McKinsey, and Forrester.
SEO optimizes for ranking in traditional search results — Google, Bing — where users see ten blue links and click through. GEO optimizes for citation and inclusion in generated answers from AI engines, where users see a synthesized response that may or may not link to sources. SEO and GEO overlap substantially in foundational practices — structured data, authoritative content, technical performance — but diverge in optimization targets and measurement. Most serious B2B programs now operate both.
Authority in answer engines is built through sustained earned media in authoritative outlets, substantive owned content addressing the questions buyers actually ask, structured data and Schema.org markup, entity graph development for executives and the company, third-party citation from analysts and trade press, and an FAQ infrastructure designed for direct citation. None of these is a quick fix; the work compounds over quarters and produces durable competitive advantage.
Six pillar areas, deep cluster coverage across each, and a flagship research drop measuring AI visibility in B2B buyer research.
Coverage of B2B communications, GEO, and AI visibility — direct to your inbox as the vertical builds out. Free.
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