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.
SaaS buyers ask AI which tools to use. We put your brand in those answers.
Foundation has been building distribution infrastructure for B2B SaaS companies since before GEO had a name. We’ve helped software brands go from generating 1M annual visits to over 10M. Last year we generated over 165,000 AI citations for our clients.
We track Share of Model for every client we work with and optimize against it monthly so we can drive pipeline and revenue. If you want your brand in the answers buyers are reading before they ever talk to your sales team, this is the work.
We know SaaS marketing. We started in this lane back in 2015. We audit your current AI presence: how often you appear in ChatGPT, Perplexity, Gemini, and Google AI Overviews for the queries your buyers are running. We map competitor Share of Model at the same time, so you know exactly how far you are from the leaders and where the fastest gains are.
We identify every high-authority source that AI systems cite in your software category: comparison pages, Reddit threads, YouTube reviews, G2 categories, analyst coverage. Then we audit your presence or absence in each. That gap map becomes the strategic roadmap.
SaaS buyers find vendors across more surfaces than almost any other category. We build strategies that cover all of them: structured on-site content designed for citation extraction, paid media inside of ChatGPT, Reddit presence in the specific subreddits where your buyers evaluate tools, YouTube content that surfaces as embedded citations in AI answers, earned media on the publications AI models trust, and technical GEO that makes your site machine-readable. One-channel GEO doesn’t work in SaaS. Multi-surface does.
Content that earns AI citations is different from content that ranks on Google but we recognize two things can be true at the same time. Google is still very important and following their EEAT guidelines helps with AI Visibility. We create content that is specific, source-rich, and structured so models can extract and synthesize it. We create the comparison guides, original research, FAQ-rich long-form content, and SME-attributed pieces that AI systems pull from when assembling answers in your category.
We track how your brand appears across every major AI platform each month: citation frequency, sentiment, competitive positioning, and query coverage. AI visibility is volatile. Only 30% of brands stay visible between consecutive answers. Monthly optimization is what turns an early lead into a durable one.
Our AI Visibility Framework
When a buyer types “what’s the best [software category] for [use case]” into ChatGPT, Claude or Perplexity, we work to make sure your brand is in the answer as a cited recommendation, not a blue link buried below the fold. This is done by embracing the best practices of SEO, Content Marketing, B2B Growth & Storytelling.
AI search compresses the discovery and evaluation stages into a single interaction. Buyers who find your brand through an AI citation arrive informed, pre-qualified, and closer to a purchase decision. That changes your pipeline economics and we will monitor this with you to report on clear results.
Most SaaS companies are optimizing for traditional search while their buyers have already moved to AI. Building AI citation authority now creates an asymmetric advantage against competitors who are a year or more behind. We create multi-channel strategies that go beyond the usual: “Let’s write more blog posts” approach that many agencies are applying to their clients workflows.
The Reddit presence, YouTube footprint, editorial citations, and technical GEO foundations we build don’t just earn citations today. They feed the models for years, because the models learn from the same sources that earned trust on the open web. But it’s not just citations. It’s brand building. It’s trust building. It’s how marketing was supposed to be done. No hacks. Just good marketing.
“Everyone has a plan until they get punched in the mouth.” — Mike Tyson SaaS marketers had a plan. Build the blog. Target the keywords. Get the links. Dominate the SERP. Then Reddit punched them in the mouth. Over the… Read More
According to G2’s 2025 Buyer Report, 94% of buying groups now use LLMs at some point in their purchasing journey. In organizations with more than 1,000 employees, 30% of buyers start with AI before turning to search engines. Think about that: AI is shaping roughly one… 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 a few vendors and outlining their… Read More
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
