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Home Industries / B2B services and software
Buyers ask AI for a shortlist before they speak to a supplier.
Business buyers now ask AI tools to compare suppliers, list software options for a specific need or explain who works with firms like theirs. The answer is a shortlist, and it's often written before a buyer visits any supplier's website.
What customers askbefore they choose.
Those shortlists draw on company websites, comparison articles, review platforms and trade press. Firms with clear pages on who they serve, what they cost and how they compare are easier to name accurately.
We measure which suppliers AI names for your buyers' questions, fix what it reads about you, and measure again.
Example questions. At the start of every project we write and test your own customers' questions.
- What are the best payroll providers for UK charities?
- Which IT support firms in the North West work with law firms?
- What care management software do UK home care agencies use?
- Which UK marketing agencies specialise in B2B software?
- What does outsourced HR support cost for a 50-person company?
- Which accounting software integrates with UK construction industry scheme returns?
- Who are the main alternatives to a well-known UK practice management system?
What AI tends to readabout B2B services and software.
The sources we check first. What AI actually cites varies by place and question, so we check yours.
Comparison articles
'Best X for Y' lists and buyer guides on third-party sites.
Review platforms
Software and supplier review sites such as G2, Capterra and Trustpilot.
Trade press and directories
Industry publications, association member lists and partner directories.
What usually holdsB2B services and software back.
Each one is fixable, and most of the work is on pages and profiles you already own.
Who you serve is unclear
'Solutions for growing businesses' matches nothing. 'Payroll for UK charities with 20 to 500 staff' matches a real question.
No pricing information
Even a starting price or pricing model lets AI answer cost questions with your own figures.
No comparison pages
Buyers ask how you compare. A fair, factual comparison page gives AI a source you control.
Integrations hidden
Lists of integrations and standards, such as Xero, HMRC MTD or ISO 27001, answer specific shortlist questions.
Missing from the lists AI cites
If the comparison articles AI relies on don't mention you, we identify them and approach their authors with accurate information.
Out-of-date product facts
Old pricing or retired features on third-party sites get repeated. We trace and correct them.
Written to your sector's rules
You stay responsible for your marketing, so we flag anything risky and don't publish it. You approve everything first.
- CAP
CAP Code covers B2B
The CAP Code applies to business-to-business marketing as well as consumer advertising. Claims about performance and comparisons need evidence.
- BPR
Comparative advertising
The Business Protection from Misleading Marketing Regulations 2008 set the rules for comparing yourself with named competitors. Comparison pages we write stay factual and fair.
- DATA
UK GDPR and PECR
Any outreach we do on your behalf, such as contacting the authors of comparison articles, follows UK GDPR and the Privacy and Electronic Communications Regulations.
- REV
Review platform rules
We follow each review platform's own guidelines on asking customers for reviews, and never offer incentives that a platform or the law forbids.
Our work for B2B services and software
- Find out which suppliers AI tools name for your buyers' shortlist questions today.
- Record which competitors are named and which third-party pages the answers cite.
- Write clear pages for each customer type, use case and integration, with pricing information where you can share it.
- Add factual comparison pages and correct out-of-date facts on third-party sites.
- Approach the authors of the comparison articles AI relies on, with accurate information about you.
Then we measure again and show you what changed. How it works.
Common questions
We sell nationally, not locally. Does that change the method?
The method is the same, but the questions and sources differ. B2B answers lean more on comparison articles and review platforms, so we spend more time on third-party sources.
Where should a software company start?
Most B2B firms start with the AI visibility audit, which shows who AI names for your buyers' questions and which sources it relies on, and decide from there.
Can you get us onto 'best of' lists?
We can't promise that. We identify the lists AI cites, check what they say about you and contact their authors with accurate information. Whether they update is their decision.
How do you know what AI says about suppliers like us?
We ask the questions your buyers ask, in the AI tools they use, at the start of every project, and report what we find as counts with dates.