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B2B SaaS marketing in the DACH region

SaaS marketing that gets your product onto the shortlist.

B2B buyers aren’t looking for a feature list. They want an answer to their problem, so they ask Google AI Search, ChatGPT, Copilot, Gemini and Claude which software solves it. We build your website, solution pages and presence so that your product is part of that answer.

Christoph Fraiss is an engineer and spent 15 years in large-scale projects and in senior management. He sat on the investment decision-makers’ side himself, with budget responsibility.

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Are you an IT service provider or systems integrator? Then this page is for you: Marketing for IT and tech companies

Example interface of an invented product: this is what the software your customers are looking for looks like. Our job is to make sure they find it.

We build the path from the first question to the demo request.

  1. 1 Where people search

    Newsletters, LinkedIn profile visits, AI search in Google AI Search, ChatGPT, Copilot, Gemini and Claude, Google and LinkedIn campaigns.

  2. 2 Your website

    Answers instead of a feature list: solutions, integrations and pricing.

  3. 3 Solution check

    Visitors describe their task and get the right solution as the answer.

  4. 4 Demo request in the CRM

    With the reason, the source and the task the visitor described.

We build checks like this for your product, just like our own AI check. We call the whole path to the inquiry B2B lead generation.

01Answers, not feature lists

Buyers are looking for an answer to their problem, not for a feature list.

A buyer doesn’t ask about a workflow engine. They ask how their supplier rating can work without Excel. AI assistants answer exactly that question, and they name the vendors whose pages already give that answer.

  1. Problemin the customer’s own words
  2. Solutionthe way it fits into their day-to-day work
  3. Resultwhat is better afterwards
Your productSolutionsIntegrationsPricing
Before: feature listAfter: an answer in the customer’s words
  1. Open APIYour supplier rating runs automatically from SAP.
  2. Real-time dashboardProblemToday you rate suppliers in Excel sheets that nobody keeps up to date.
  3. Workflow engineSolutionThe rating is built from your SAP data, and approvals follow your usual process.
  4. Roles and permissionsResultPurchasing can see at any time which supplier delivers on its promises.
Request a demoSee the solution for your purchasing team →

Instead of a feature list: API, dashboard, workflow engine, roles and permissions.

Example copy for an invented product.

More and more buyers ask AI first and talk to your sales team only afterwards.

51%

of B2B software buyers start their research with an AI chatbot more often than with Google. That is the finding of a G2 survey of 1,076 buyers in March 2026.

  • 71%

    use AI chatbots at some point in their research.

  • One in three

    buyers bought from a vendor they didn’t know before.

  • So the shortlist is drawn up before your sales team even knows about the inquiry.

Google now answers on its own, too, before anyone visits a website: AI Overviews have been available in Germany since 26 March 2025, and AI Mode since 7 October 2025.

02The mechanism

This is how a question turns into a shortlist.

In our own measurement for lilox.io, we use 66 questions to observe how AI systems select vendors. The pattern matters especially for software companies.

  1. Step 1 · The question

    Not “buy software”, but problem, industry, system and country in a single sentence.

  2. Step 2 · The sub-searches

    ChatGPT carries the industry from the question over into its sub-searches. If you write in that language, you are easier to find.

  3. Step 3 · The sources

    When the question names an industry, the share of industry pages among the citations rises sharply. For you, that means solution pages for each use case, industry and integration.

  4. Step 4 · The shortlist

    The AI Visibility Report shows every month which answers you appear in. If a page is missing, we build it.

A question the way buyers ask it

“Which supplier management software is right for mid-sized companies running SAP in the DACH region?”

Problem
Supplier management
Size
Mid-market
System
SAP
Market
DACH

How the AI breaks down a question like this, example

  • supplier management software mid-market SAP
  • supplier management SAP integration vendors DACH
  • supplier management software comparison mid-market

Share of industry pages among the cited sources, our own measurement

Question names an industry25.8%

Question without an industry3.4%

Sample for the question “agency for mechanical engineering”: 19 of 25 cited sources were industry pages.

Excerpt from a monthly report, example

  • Solution “supplier rating with SAP”named
  • Target industry wholesalenamed
  • Integration with Microsoftmissing
  • Comparison with Excelmissing

Whatever is missing becomes the next page in the plan.

03Your website

A SaaS website answers the questions that would otherwise only come up in the demo.

Buyers and AI systems only name a vendor once it is clear which problem it solves, how it fits in and what it costs. Switch between the two and compare.

  • AThe page explains features, while the buyer is looking for a use case.The vendors that get found are the ones writing in the language of the problem.
  • BPricing and rollout remain a mystery until the demo.Then the calendar fills up with meetings that lead nowhere.
  • CWe have great customers, but hardly any logos we’re allowed to show.Then the proof has to come from somewhere else.
  • DThe team has no time to maintain the site.New solutions and customer stories never make it onto the website.

Paraphrased from conversations with software companies, anonymized.

6 Beyond the website: review platforms, trade articles and LinkedIn.

  1. 1Solution pages for each use case and target industryProblem, solution and result in the customer’s words, with the result in the very first line.
  2. 2One page for each integrationPeople search for “software X with SAP”, so that is exactly what you answer.
  3. 3Packages and price rangesOrientation instead of “price on request”.
  4. 4Demo and trial in two clicksBooked without a form marathon.
  5. 5Honest positioningAgainst Excel, in-house builds and other vendors, on your own site.
  6. 6Presence beyond the websiteAI answers draw on review platforms, trade articles and LinkedIn. That is also where the proof comes from that makes up for missing logos.
  7. 7Templates for your teamYou create new solution pages and changelog entries yourselves, without waiting for us.

04For your roles

Management, marketing and sales each get what they are measured on.

Nadine Fraiss points at a monitor with a colorful dashboard in the office of a software company.
Management

Growth without a new hire.

  • One system of website, content and campaigns that belongs to you, run like an external marketing department.
  • A monthly report shows inquiries, sources and visibility at a glance.
  • The ongoing service can be cancelled monthly.
Monthly reportExample
Inquiries
Sources
WebsiteLinkedInAI answer
Next pages
Integration with Microsoft, comparison with Excel
Head of marketing

A structure that grows with the product.

  • Solution pages your team extends on its own.
  • AI visibility as a measurable metric alongside SEO.
  • Senior experience at every step, supported by AI.
AI visibility by solutionExample
AI systemSAPWholesaleExcel comparison
Google AI Search
ChatGPT
Copilot
Gemini
Head of sales

Demo requests you can trace back to their source.

  • Every demo request lands in the CRM with its reason and source.
  • Your pages answer objections before the meeting.
  • LinkedIn marketing runs through your team’s profiles.
New demo requestExample
Reason
Solution “supplier rating with SAP”
Source
AI answer, then your solution page
Pages read
Pricing, comparison with Excel
Meeting
Demo booked directly

05Results

Two examples show what this looks like in practice.

Drip · Startup without its own marketing team

One contact channel became a system

Landing pages and a multi-stage funnel with CRM integration, sales automation, a newsletter and LinkedIn campaigns in three segments. Working together since January 2026.

4sales channels in a single measurement
3LinkedIn segments

Read the full story →

ANEWO · Software company from Austria

10 hours of consulting turned into 17 months of working together

ANEWO offers kitchen planning with its own software. We look after the website as the core module, LinkedIn via the managing director’s profile, and the newsletter.

21%acceptance rate on LinkedIn

A Lilox magazine article is cited in Google AI Overviews.

Read the full story →

See all success stories →

06Who works with you

Two founders look after you personally, and a team does the execution.

Christoph and Nadine Fraiss stand side by side in a bright office, with the mountains in the background.

Christoph Fraiss

Technology & Strategy

Engineer (HTL, mechanical engineering), an MSc in industrial engineering and an international business MBA from the Carlson School of Management and WU Vienna.

15 years in project management for large-scale projects, in engineering high-performance plants and as head of production and managing director, at Thermo Fisher, Novartis and Aenova, among others. He knows investment decisions from the side that is accountable for the budget.

Nadine Fraiss

Marketing & Sales

15 years in digital marketing, several of them at CMO level, in mid-sized companies, startups and scale-ups.

“Today, marketing is measured by pipeline.”

07Pricing

Before you start, you know what each step costs.

Step 1

free of charge 30 minutes

AI check

The visibility check: twelve real queries, a comparison with two competitors, and the findings as a document.

Step 2

from €4,900 at a fixed price

Website as the core module

Solution pages, integrations, packages and the path to the demo. Afterwards, everything belongs to you.

Step 3

from €2,900 per month, cancellable monthly

Ongoing service

Content, campaigns, AI visibility measurement and your monthly report.

We build on the system that suits you: WordPress, TYPO3 or Astro.

08Questions

This is what software companies want to know first.

Why does software need its own kind of marketing?

Software is bought as the solution to a problem, not as a feature list. Your website has to show which problem your product solves, how it fits in and what it delivers. Only then can buyers and AI systems place it.

Which AI systems do you measure?

Google AI Search, ChatGPT, Copilot and Gemini, every month with the same questions in the AI Visibility Report. That way you see whether your visibility changes and which page made the difference.

Do we have to rebuild our website?

Not necessarily. Often it is enough to add solution and integration pages and to make the technical side readable for AI systems. If more is needed, we take care of the website relaunch or the website migration. The AI check shows what you need.

Do you also work in English and support market entry into DACH?

Yes. For vendors from outside the DACH region, we build the German-language presence for entering the DACH market. For vendors from the DACH region, it also works the other way round, as with mymediset and its entry into the US market.

How do we find out whether AI answers name our product?

With the AI check: 30 minutes, twelve real queries and a comparison with two competitors. You get the findings as a document, free of charge.

Strong technology deserves a strong presence.

Is your product part of the answer?

The AI check shows you, with twelve real queries from your market and a comparison with two competitors. You get the findings as a document.

Start the AI check Book a strategy call