AI finds you. Your buyers choose you.
AI finds you. Your buyers choose you.
I help B2B companies build positioning that's specific enough to survive an AI summary and distinct enough to get recommended.
The problem
The problem
94% of B2B buyers use AI tools to research vendors before anything else.
Most companies have no idea what it's saying about them.
94% of B2B buyers use AI tools to research vendors before anything else.
Most companies have no idea what it's saying about them.
The reality is: They're visible. AI knows who they are.
It just doesn't recommend them.
The reality is: They're visible. AI knows who they are.
It just doesn't recommend them.
When every company sounds the same: trusted, integrated, future-focused, revenue-enabling,
AI defaults to the biggest name.
Not the best fit.
When every company sounds the same: trusted, integrated, future-focused, revenue-enabling,
AI defaults to the biggest name.
Not the best fit.
"Being in the data and being recommended are two different things."
Sara
The approach
Most positioning work produces something that looks right on a slide but disappears when a buyer asks AI about it. At the exact moment buyers are looking, the message that took months to develop gets compressed into
"one of several similar options" and no recommendation.
Meet the moment. Own the future. Together we bring perspective, expertise….
That's not a cheap shot. That's what most B2B positioning sounds like right now. And AI is merciless about it.
The fix is more specificity.
Most positioning work produces something that looks right on a slide but disappears when a buyer asks AI about it. At the exact moment buyers are looking, the message that took months to develop gets compressed into "one of several similar options."
Meet the moment. Own the future. Together we bring perspective, expertise….
That's not a cheap shot. That's what most B2B positioning sounds like right now. And AI is merciless about it.
The fix is more specificity.
A clear role
A clear role
A precise articulation of who you serve and where you fit in the market.
A precise articulation of who you serve and where you fit in the market.
Distinctive language
Distinctive language
A specific approach, communicated with no category cliches.
A specific approach, communicated with no category cliches.
Consistent narrative
Consistent narrative
A story reinforced across the channels trusted by the LLMs your buyers use.
A story reinforced across the channels trusted by the LLMs your buyers use.
The companies that get recommended have all three.
That's what I build.
The work
The work
One week
AI brand audit
Live test of how ChatGPT, Perplexity, and Claude describe, position, and recommend you
A clear readout of where you stand, who's winning, and what's driving the gap
Two weeks
Focused positioning
For companies that know where the gaps are and want to close them fast
A sharp positioning statement, message architecture, and clear application guidelines
Four to six weeks
Full positioning
For companies ready for more of an overhaul
For companies ready for more of an overhaul
Everything in the focused engaghement, plus web messaging, sales narrative, and an editorial framework 3
Everything in the focused engagement, plus web messaging, sales narrative, and an editorial framework
About
I have a simple theory: the most exciting thing a company can do right now is say something specific.
Not "winning with AI is not about world-class technology or strategy alone - but deploying it effectively at scale." Something that actually means something. Something a buyer reads and thinks: that's exactly my problem.
I've spent nearly 20 years in the most jargon-rich B2B industries that exist: legal, professional services, life sciences, higher education. I know what it looks like when smart people work hard to say nothing. I also know what it looks like when positioning actually works. The difference is almost always specificity.
I've led work that won awards for positioning, innovation, and creative excellence in B2B. I chaired the ANA's B2B CX committee, judged B2 Awards and spoke at the first-ever Marketing AI Conference. I've earned the right to have an opinion on this. :)
Now buyers searching on AI has made specificity impossible to ignore because vague positioning loses buyers by losing the algorithm that introduces them to you. That's what Plaintext fixes. This is just where B2B is going.
Sara Hocking is the founder of Plaintext. She lives in Madison, Wisconsin.
I have a simple theory: the most exciting thing a company can do right now is say something specific.
Not "winning with AI is not about world-class technology or strategy alone - but deploying it effectively at scale." Something that actually means something. Something a buyer reads and thinks: that's exactly my problem.
I've spent nearly 20 years in the most jargon-rich B2B industries that exist: legal, professional services, life sciences, higher education. I know what it looks like when smart people work hard to say nothing. I also know what it looks like when positioning actually works. The difference is almost always specificity.
I've led work that won awards for positioning, innovation, and creative excellence in B2B. I chaired the ANA's B2B CX committee, judged B2 Awards and spoke at the first-ever Marketing AI Conference. I've earned the right to have an opinion on this.
Now buyers searching on AI has made specificity impossible to ignore because vague positioning loses buyers by losing the algorithm that introduces them to you. That's what Plaintext fixes. This is just where B2B is going.
Sara Hocking is the founder of Plaintext. She lives in Madison, Wisconsin.
Ready to see if AI recommends you?
Ready to see if AI recommends you?
Contact me
Contact me
Copyright 2026 Plaintext LLC
Copyright 2026 Plaintext LLC