IT

Start with narrow brand positioning, for example around the industry or technology where you have the most experience, because “we do everything for everyone” doesn’t sell. Then build proof: case studies with specifics, reviews on Clutch and active expert profiles on LinkedIn. Only then do your website, expert content and campaigns start bringing in conversations with companies that match your customer profile.

Decide who you’re the best choice for and why, then repeat it consistently in your brand, on your website and in sales. Your differentiator can be an industry specialization, a technology, an engagement model or a result you regularly deliver. What matters is that it can be verified: in a case study, a client review or a statement from one of your experts. We help you pin this down in a strategy workshop and translate it into your visual identity and communication.

The cost depends on where you start: with strategy and rebranding, with a new website, or straight away with ongoing work on LinkedIn and in campaigns. We price one-off work separately and ongoing management monthly, and the ad budget goes directly to LinkedIn or Google. We prepare a quote after a call about your sales goals and where your clients currently come from.

Match your funnel to your product model. With a free trial, what counts is traffic and user activation; when you sell to large companies, it’s demos and sales conversations. Combine content that addresses customers’ problems, Google Ads and LinkedIn Ads campaigns, and reviews on platforms such as G2 or Capterra. Measure the cost of acquiring a paying customer, not just the number of sign-ups.

Describe the problem, industry, technology and scale of the project without naming the client. Ask the client for permission to publish an anonymous case study or a quote without their logo: it’s easier to get when they receive a ready-made draft to approve. Also show what the agreement doesn’t cover: how you work, plus your team’s talks and articles. Before you publish anything, check the agreement to see exactly what falls under confidentiality.

Make sure consistent, specific information about your company is easy to find. AI chatbots draw on what they learned from the internet and on what they search for in real time: your website, review sites such as Clutch, industry articles and expert commentary. What helps is a clear description of what you do and who you do it for, case studies with numbers, and up-to-date profiles on those sites. No one can guarantee a spot in a chatbot’s answer, but you can improve your chances. As part of GEO, or optimizing your visibility in AI answers, we check how ChatGPT, Gemini and other large language models (LLMs) describe your brand, and improve what we can influence.