A B2B purchase is decided by a committee of five to eleven people, each researching a different question before anyone fills a form. The content that wins answers those exact questions, mined from your sales calls, win-loss interviews, and RFPs rather than a keyword tool. The same comparison, category, and point-of-view pages now feed the answer ChatGPT and Google’s AI Overview hand back. We build them from your deals, rank them, and get them cited.
A B2B deal is researched by a committee, not a person. The economic buyer reads for ROI and category framing, the technical evaluator for docs and integration depth, the end user for workflow proof, and procurement and security for comparisons and compliance. They convert off content that answers their specific question, mined from sales calls, win-loss interviews, and RFPs.
The twist in 2026: those are the exact pages AI engines quote to build a vendor shortlist. Rank them and you win the click from stakeholders who still search. Get them cited and you win the answer for the ones who ask AI first.
Most engagements run all six together, because a committee leaves no role uncovered and a research sprint surfaces work across all of them. You can scope a single track if that is the gap. Each links to how we run it.
The pages procurement and the economic buyer settle the shortlist on, written from win-loss interviews so you frame the comparison honestly and win the threads AI engines quote to break ties. We build the /vs and /alternatives content, then rank it and get it cited.
How we run it →Category explainers that frame the field on your terms, plus use-case content cut by buyer role so the technical evaluator, end user, and economic buyer each find the page written for them. A page per cut, shipping the long tail without thin content.
How we run it →Category-creation and opinionated POV content under subject-matter-expert bylines, the kind that signals expertise to the committee and the kind models reach for when a buyer asks who leads a category. This is the content a champion forwards to build the business case.
How we run it →B2B buyers and AI engines trust third parties over your own domain. We place credible, non-promotional content on publications, the G2 and Gartner Peer Insights surfaces, and the analyst-adjacent placements the committee and the models already read when assembling a shortlist.
How we run it →AI cites Reddit and community threads more than vendor sites, and B2B buyers lurk there before they ever talk to sales. We earn genuine placements in the threads the engines pull from, without sounding like a vendor in someone else's discussion.
How we run it →A POV piece or category explainer only enters the citation graph if credible sources point to it. We earn the links and mentions that move your best content into the set AI engines pull from, and that procurement reads as proof you are a category player.
How we run it →A content-mill agency runs the same calendar for every client off a keyword tool, then hopes volume covers the committee. We do the opposite: every engagement opens with a custom research sprint into your deals, and we score whether the content both ranks and gets cited.
We do not run a content playbook or a keyword-tool content calendar. Before a single brief is written, we interview your sales team and customers, mine win-loss and call data the way a Gong-style review surfaces it, read the RFP and RFI questions procurement sends, and map the prompts your committee types into AI engines. The plan comes out of that primary research, not a search-volume guess.
Geology tracks your citation share across ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews every week, for the exact prompts your committee types. Every piece we brief is checked against whether the model quotes it when a buyer asks who leads your category. One senior team owns the research, the content under expert bylines, and the measurement, so the picture the committee and the models read stays coherent.
Before any content plan, we interview your sales reps and recent customers, mine call recordings the way a Gong-style review surfaces the questions buyers ask, read your win-loss interviews to learn why deals closed and slipped, and pull the RFP and RFI questions procurement sends. This is primary research, not a keyword tool, and it is where every brief comes from. Most of it lives in the dark funnel your CRM cannot see, which is why this step is custom.
We turn the research into a coverage map: which question each role researches (economic buyer on ROI, technical evaluator on integration depth, end user on workflow proof, procurement and security on comparison and compliance) and the prompts those stakeholders type into five AI engines. Then we score where you rank and where you are cited today.
Comparison, alternatives, category, and use-case content written from sales-call and RFP truth, plus point-of-view thought leadership under subject-matter-expert bylines that signals category expertise. Each piece is structured so engines can decompose a complex buying prompt into it, and so a champion can forward it to build the business case. No templated calendar; every brief traces back to a real question from a real deal.
Content only enters the citation graph if credible sources point to it. We earn placements across the surfaces the committee already reads: your G2 and Gartner Peer Insights presence, analyst-adjacent coverage, the Reddit and community threads buyers lurk in, and the editorial the models pull from, without sounding like a vendor in someone else's thread.
Organic demo requests by content asset, influenced pipeline and deal velocity where your CRM can attribute it, branded-search lift from thought leadership, and citation share by prompt across all five engines. We report to the revenue line the board asks about, not a publishing count, and rerun the research sprint as your deals and objections shift.
Run a Live Audit. We pull your brand against competitors on the buyer prompts your committee asks across ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews, and send the full report to your inbox.
