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.
We’re the goto partner for B2B brands looking to drive meaningful pipeline from AI visibility.
94% of B2B buyers now use AI in their purchase process. Most of them aren’t using it to write emails. They’re using it to research vendors, compare solutions, and decide who’s worth a conversation. When one of your buyers opens ChatGPT and asks which brands they should evaluate in your category, your name either comes up or it doesn’t.
Most B2B brands don’t come up. Share of Model is the percentage of AI responses that mention your brand. For most companies, that number is near zero and that’s a distribution problem we’ve been helping brands solve for years before Grok, ChatGPT and Claude existed.
Foundation has been building distribution infrastructure for B2B brands since before GEO had a name. Our first Reddit strategy was executed in 2016. Our first YouTube optimization program was in 2019. Last year we generated over 165,000 AI citations for our clients across ChatGPT, Perplexity, and Google AI. We know what it takes to earn a place in the answers your buyers are reading. We build it systematically.
Before we build anything, we measure where you stand. We run your category queries across ChatGPT, Perplexity, Gemini, and Google AI Overviews to find out how often your brand appears, what context it appears in, whether the sentiment is positive, and where your competitors are already winning the citation game. That audit sets the baseline everything else is measured against.
We map the full ecosystem of sources AI systems are currently citing in your category: the Reddit threads, the YouTube videos, the review platforms, the third-party editorial. That map shows exactly where your brand has gaps and where to focus to move Share of Model fastest.
Most brands approach GEO with a single tactic. We build multi-surface strategies: on-site content optimized to be cited, Reddit presence in the communities your buyers trust, YouTube assets that appear as embedded citations in AI answers, technical GEO work that makes your site machine-readable, and an earned media program that builds the third-party citation authority AI systems weight most. One surface won’t get you cited. All of them working together will.
We create and distribute the assets that build AI citation authority. Long-form editorial, original research, comparison guides, Reddit-native content, YouTube scripts, and structured on-site content written with citation extraction in mind. Every asset is built to work across multiple surfaces from a single production effort. What gets created on-site gets distributed to Reddit, repurposed as a LinkedIn piece, and referenced in a YouTube script.
AI visibility is volatile. Only 30% of brands stay visible between consecutive AI answers. We track your Share of Model, citation frequency, sentiment score, and competitive positioning monthly.
The strategy adjusts based on what’s actually moving, not assumptions.
Our Simple Framework
We track and grow the percentage of AI responses that mention your brand in your category. That number compounds as your citation footprint expands across platforms.
ChatGPT, Perplexity, Gemini, Google AI Overviews, Grok. We build presence across all of them, because different models favor different source ecosystems and a single platform isn’t enough.
AI-referred traffic converts 42% better than non-AI traffic. When buyers find you through an AI citation, they arrive warmer, more informed, and closer to a decision.
The distribution infrastructure we build across Reddit, YouTube, editorial citations, and technical GEO takes time to build and stays once it’s there. That’s a durable competitive advantage.
In 2006, Google bought YouTube for $1.65 billion. Sixteen of the smartest people in the history of the internet sat in a room, debated numbers, and wrote that check. It was the third-largest acquisition in Google’s history at the time. Today, YouTube generates north of $30… Read More
A lot of the conversation around AI visibility treats it as a single problem with a single playbook: optimize content for LLMs, appear in AI responses, and move on. But when we analyzed 57.2 million citations across 50 B2B brands and seven verticals, we found that’s… 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
