B2B

B2B buying committees have grown to six or more stakeholders on an average deal, and most of that evaluation now happens before a salesperson is ever looped in — through peer reviews, vendor comparison content, and increasingly, AI assistants summarizing options on a buyer's behalf. The product and its public-facing content have quietly become part of the sales process, whether or not that was ever the intent.

Before any account or platform work starts, positioning has to answer a blunt question for a room full of stakeholders: why this vendor over the two or three others already on the shortlist. We settle that positioning — sharp enough to survive being repeated by an economic buyer to their own boss — before touching the account architecture meant to deliver on it.

We design the account layer first — roles, permissions, and an admin console distinct from the daily-use experience — because a security reviewer, a finance approver, and an end user are evaluating completely different things, and a single generic login screen makes all three of their jobs harder.

Procurement requirements — SSO, SCIM, audit logs, SOC 2 — get built as core architecture, not a checklist bolted on before a renewal. A self-serve trial and an enterprise security review are two different buying paths to the same product, and we build for both from the start rather than retrofitting one after landing the first few big accounts.

Distribution for B2B increasingly runs through evaluators who never talk to a human before shortlisting a vendor — including AI assistants summarizing vendor comparisons. We treat that legibility as part of the GTM system: positioning, documentation, and case studies all shaped to be found and understood correctly, whether the reader is a person or a model.