Go to Market

What this layer covers

This layer covers how a company gets found, shortlisted, and chosen in a market where a growing share of buyers start their research inside an AI assistant rather than a search engine. It spans owned channel strategy, the third party sources AI models actually cite, and the sales motion built to close a buyer who arrives already informed rather than one still being nurtured through a funnel.

The traditional go to market playbook (SEO tuned landing pages, retargeting, a multi touch nurture sequence) was built for a human who researches slowly and needs educating. That playbook increasingly performs for an empty room, because the shortlisting has already happened somewhere the vendor doesn't control.

Why it's breaking now

Over half of B2B buyers now start their vendor research inside an AI chatbot, and the answer it gives typically names a handful of vendors, not a page of blue links. Visibility becomes close to binary: a company is in the answer, or it effectively does not exist to that buyer. Winning here means earning citation in the third party sources the models actually trust (analyst coverage, earned media, independent reviews) rather than optimising owned content for a buyer who no longer arrives until the decision is largely made.