The Lab | Blog
Our mission is to help marketing leaders in SaaS develop a deeper understanding of marketing, technology & culture.
Learning Centre
Our mission is to make the complex simple. We’re striving to make our industry more accessible to all.
Breakdowns
We break down the growth strategies used by the fastest growing SaaS brands in the world.
Podcast
We cover the latest in B2B SaaS, technology, trends, and more.
The Lab | Blog
Our mission is to help marketing leaders in SaaS develop a deeper understanding of marketing, technology & culture.
Learning Centre
Our mission is to make the complex simple. We’re striving to make our industry more accessible to all.
Breakdowns
We break down the growth strategies used by the fastest growing SaaS brands in the world.
Podcast
We cover the latest in B2B SaaS, technology, trends, and more.
When buyers ask AI which AI tools to use, your brand should be in the answer. We make that happen.
We’ve helped generative AI companies take single URLs from 100 visits a month to over 50,000 a month in just a year. We’ve helped brands generate millions of visits and millions in pipeline. If you’re a generative AI company looking to level up your content and drive results, we’re the team for the job. Our team can support everything from SEO and content to organic social and email marketing.
We run your buyers’ actual queries across AI systems: comparison prompts, use-case-specific questions, “best [AI tool type]” searches. We map who is getting cited, how often, and in what context. That audit tells you your current Share of Model and shows you precisely who you need to displace.
At Foundation, we understand the impact of growth marketing from our work with leading brands like Canva, Jobber, and Procore. As a generative AI company, you know how AI is shaping your customers’ needs and behaviors and the rate in which capital is flooding the market.
AI systems cite the sources the open web already treats as authoritative. In the AI tools category, that means specific subreddits, independent review platforms, tier-one tech publications, analyst reports, and YouTube reviews. We audit which of those sources are currently influencing your category’s AI answers and where you have no presence.
AI buyers move fast and they’re skeptical of vendor claims. The content that earns citations in this category is original research, independent reviews, structured comparison content, and community-validated recommendations. We build strategies across every surface that matters, starting well outside your own site.
In a category full of marketing claims, data wins citations. We produce the benchmarks, category reports, independent analyses, and technically accurate content that AI systems pull from when assembling answers about AI tools. We also build your presence in the communities where buyers validate their shortlists: AI-adjacent subreddits, LinkedIn, specific Discord servers.
Different AI models favor different source ecosystems. Perplexity leans heavily on community content. Gemini weights Google-indexed authority differently. ChatGPT has its own citation patterns. We track your Share of Model across all major platforms monthly and adjust the strategy based on what’s actually moving in each.
Our Simple Framework Drives Results
Producing high-quality and relevant content can help businesses improve their visibility and reach new potential customers. With the right content marketing strategy in place, companies can create brand awareness and establish themselves as thought leaders in the industry.
In a market where every vendor sounds the same, being cited by AI systems as a trusted source is a signal that cuts through. Buyers treat an AI recommendation differently than they treat an ad or a vendor blog post.
Sentiment matters as much as mention frequency. We work to ensure your brand appears in AI answers with accurate, positive framing: a substantive mention, not a buried footnote.
Our work can provide sales teams with valuable resources that they can use to educate prospects and accelerate the sales cycle. White-papers, case studies, and other forms of content can help build credibility with potential customers and help them understand the benefits of your solutions.
There’s a moment in every B2B purchase that you never see. It happens before a demo gets booked, before a form gets filled, before a buyer lands on your homepage. Someone opens ChatGPT or Perplexity, asks for the best tools in your category, and gets a… Read More
Picture this: A VP of Marketing at a mid-market SaaS company opens Claude and types: “What’s the best marketing automation platform for a SaaS company with a 6 person marketing team and a 20 rep sales org?” The AI responds confidently, naming… Read More
Welcome back to What Matters This Week. Last week, we covered Profound’s data on ChatGPT writing “reddit” into its query fanouts 24x more often than in January. This week, we’ve Foundation’s latest research on a channel most B2B teams are still treating as optional. YouTube Is Where Your… Read More
