Four stages, four kinds of question
| Stage | What the buyer asks AI | What to show |
|---|---|---|
| Problem | "Why does our month-end close take 12 days?" | A useful guide, not a sales pitch |
| Options | "What tools help mid-size finance teams close faster?" | Your category page with clear fit |
| Shortlist | "Best close software for NetSuite users" | Segment page or comparison |
| Decision | "Tool A vs tool B" | An honest comparison and pricing |
Where to put budget first
Start with the shortlist and decision stages. Buyers there are close to a choice, and their questions are specific enough to reach only companies like your customers. Add problem-stage questions once you can see which ones bring companies that fit your profile.
What happens after the click
- Company identification turns the visit into a named account.
- Sales follow-up within a day, using the question that brought them.
- Other channels keep the account warm: LinkedIn audiences, email, retargeting outside ChatGPT.
Why the journey changed
In G2's 2026 survey, 51% of software buyers started research in an AI chatbot and 69% changed their vendor choice because of what it told them. The research that used to happen across ten browser tabs now happens in one conversation.
A journey, step by step (fictional)
- Week 1: a finance manager asks ChatGPT why their close takes 12 days. Organic answer; your guide is cited.
- Week 3: they ask for close software that works with NetSuite. Your ad appears under the answer. They click and read your pricing page. Company identification names the company.
- Week 3: sales gets an alert and sends a short note about faster closes for logistics companies.
- Week 5: the controller asks AI to compare you with a competitor. Your comparison page is cited.
- Week 6: demo booked.
Ads, visibility and identification each did one job.
Questions
Which stage converts best?
Shortlist and comparison questions, because the buyer is closest to a decision. Problem questions bring earlier, cheaper attention.
Should we advertise on our own brand?
Usually not in ChatGPT. Buyers asking about you by name are already in the journey; make sure organic answers about you are accurate.
How long is a typical journey?
It depends on deal size. For mid-market software, weeks to a few months; for enterprise, longer.
Start here: AI ads for B2B. More articles in AI advertising strategy.
