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 don’t think there’s such thing as “boring” industries… Industrial, manufacturing, logistics, agriculture, construction: these are the verticals where AI search demand is growing fast and content investment is still thin.
Your buyers are opening ChatGPT and asking who the best vendor is for their specific application. They’re reading AI-generated answers that pull from whatever sources exist. A Foundation client in financial services went from appearing in 12% of AI answers in their category to 73% in three months. Your industry has the same gap. We help you close it.
We’ve helped “boring” industries 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 “boring” industry looking to level up your content and drive results, we’re the team for the job. We’ve helped one of the worlds largest Payroll / HRIS providers and QR Code Generators in the world show up in the LLMs.
We start by auditing what AI systems currently say about your industry, your competitors, and your specific solutions. Most traditional industries have almost no structured GEO activity, which means the audit surfaces immediate, actionable opportunities that can move fast.
We identify the specific prompts buyers in your category are entering into AI systems, from technical product comparisons to vendor shortlisting questions, and we build a content and citation strategy around those exact queries. In specialized industries, the most valuable AI citation opportunities are often highly specific and almost completely uncontested.
AI systems pull from multiple sources per answer. We build your brand’s presence across all of them: industry-specific subreddits, YouTube, trade publication editorial, review platforms, and your own on-site content. In traditional industries, being first to do this well creates an advantage that takes competitors years to close.
AI models weight content that is specific, credible, and technically accurate. We work with your subject matter experts to create content that meets that bar: in-depth guides, industry research, case studies with real data, and community contributions that earn authentic trust. Generic content doesn’t get cited. Authoritative content does.
We measure how often your brand appears when AI systems are asked questions in your category, and we optimize monthly based on that data. We measure how our work is translating into pipeline and revenue because that’s what matters most.
Our AI Visibility Framework
AI visibility in traditional industries is wide open right now. The brands that build citation authority today will be nearly impossible to displace once more competitors wake up to the opportunity.
Your next enterprise client might be opening Perplexity right now to find a vendor in your category. We make sure your brand is in the answer they read, even if they’ve never heard of you before.
When AI systems cite your brand consistently, it becomes a trust signal your sales team can lean on. We believe in embracing EEAT (Experience, Expertise, Authority & Trust) in everything we do both on-site and off-site. This allows for more prospects to encounter your brand through an AI recommendation and word of mouth.
In traditional industries, distribution has always been underinvested. The Reddit presence, YouTube footprint, editorial citations, and on-site GEO foundations we build earn AI citations today and compound for years after.
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A revenue operations buyer needs to replace their sales stack before five new reps start next month. According to data from G2, they’re just as likely to start their journey with an LLM than Google. So the buyer opens ChatGPT and describes their situation in plain… Read More
Ask most marketers why they invest in paid media and the answer comes back the same: to generate leads. That’s true. It’s also incomplete. After years of running paid campaigns across search and social, I’ve learned the most underrated thing Paid produces has little to do… Read More
