How a B2B software company gets more buyers.

Buyers look in five places before they book a demo.

• G2

  Buyers shortlist from G2, and AI answers quote it.

• LinkedIn

  Buyers follow the founders and the category here.

• Capterra

  The second software review site on most shortlists.

• Gartner Peer Insights

  Larger buyers check analyst and peer reviews.

• Industry lists and comparisons

  The comparison and "best tools" pages AI answers lean on.

More and more of them ask ChatGPT first.

They ask about best tools for the company size, alternatives to the leader, comparisons, pricing, security and compliance and use cases. Questions like these, with your own words in the blanks:

• best what you sell for a their size-person company
• what you sell that a job
• how do we {fix the problem} across the whole company
• how much does what you sell cost per user
• you vs a competitor
• a competitor alternatives

See whether ChatGPT names you

Four plays that work for B2B software companies.

1. Comparison pages getting found

   Buyers ask "us vs them" and the answers quote comparison pages.

2. G2 review asks getting recommended

   A fresh run of reviews moves G2 rankings and AI answers.

3. List and analyst outreach getting found

   The lists the answers quote decide who gets recommended.

4. Proof on the pricing page turning visitors into demo requests

   Buyers stall on pricing pages with no proof and no clear next step.

Three things come first.

• Getting found

  Buyers who can't find you pick whoever they find first.

• Turning visitors into demo requests

  Every visitor who leaves unsure is a buyer lost.

• Getting recommended

  New buyers trust other buyers more than anything you say.

How often, at most.

These are limits, not targets: something with nothing to say doesn't go out.

Drafts for LinkedIn posts

up to 2 times a week

A short video you film on your phone

once a week

An email to past buyers

once a month

A new page

when a page is the move you agreed