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.
Enterprise buyers have always asked trusted people for vendor recommendations. That behavior hasn’t changed. What’s changed is who they ask first. The first consultation now happens with an AI system. The brands cited in that conversation have a head start that’s hard to overcome.
Foundation builds the content and citation infrastructure that puts your firm in those first conversations. We understand that trust is the product in professional services, and we build AI visibility programs that establish the kind of credibility that makes buyers want to call you.
Professional services has a unique AI visibility dynamic: buyers are asking highly specific questions and AI systems are assembling answers from a thin set of sources: editorial coverage, independent reviews, community discussions, and thought leadership that has already earned authority. Most professional services firms have almost no deliberate presence in those source ecosystems.
We run the prompts your ideal clients are entering into AI systems, including “best [firm type] for [industry or problem]” queries, and we measure your current Share of Model. For most professional services firms, that number is near zero. The audit shows us exactly which sources AI systems are currently citing in your category and where to focus.
In professional services, AI systems cite a specific mix of sources: industry publication rankings, Clutch and G2 reviews, independent editorial, thought leadership content from firms with established authority, and peer community discussions. We map every one of those sources for your specific practice area and identify where you have presence and where you don’t.
We build presence across every surface AI systems read in your category: optimized on-site content structured for citation extraction, earned media placements in the publications AI models trust, review platform profiles with recent social proof, and thought leadership that demonstrates genuine expertise. Reputation at scale is the goal. AI citations are how we measure it.
In professional services, the content that earns AI citations demonstrates actual expertise on problems real clients face. We work with your practitioners to produce the in-depth analysis, point-of-view content, and research that AI systems pull from when assembling answers about your practice areas. Surface-level content doesn’t get cited. Substantive work does.
We track how often your firm appears in AI answers for your key practice area and industry queries. We monitor sentiment: whether AI systems frame your firm positively, as a leader, or generically. The strategy adjusts based on what’s moving each month.
Our AI Visibility & GEO Framework
The most valuable moment in professional services business development is when a buyer decides to put you on the shortlist. Increasingly, that decision is informed by what AI systems say about your firm. We help you earn that recommendation.
Citation authority compounds. Strong AI visibility in one practice area creates halo effects that lift your firm’s overall presence. We build programs designed to expand Share of Model across your full service footprint over time.
Professional services AI visibility is in its early stages. The firms that build citation authority now will be very difficult to displace as more competitors start paying attention. We help you build the lead while it’s still available.
Our work can equip sales teams with valuable resources to educate prospects and accelerate the sales cycle. White papers, case studies, and other forms of content can build credibility with potential clients, helping them grasp the benefits of your solutions and move more confidently through the decision-making process.
“The best time to start investing in content to influence the AI was ten years ago. The second-best time is today.” — Ross Simmonds, The Ross Simmonds Show The B2B buyer journey doesn’t start where it used to. Increasingly, they turn to… Read More
The biggest mistake B2B marketing executives make is thinking they can afford to ignore Reddit. They can’t. Reddit holds over 8,300 top-3 SERP positions for “best [software]” keywords. 72% of tech decision-makers use it for peer reviews. Its content is… Read More
Imagine reading a blog post and feeling an irresistible urge to buy everything an enterprise company is selling. Imagine a single tweet influencing you to purchase a piece of technology. Imagine watching a video on LinkedIn and immediately swiping your credit card for $60,000… Read More
There’s a scene in The Devil Wears Prada where Miranda Priestly, played by Meryl Streep, delivers a devastating monologue about a cerulean sweater. Now, our CEO has already cornered the market on statement sweaters — but her point stands: every trend, every decision,… Read More
