The one-page case
1. The shift. In G2's 2026 survey, 51% of B2B software buyers started research in an AI chatbot, and 69% changed their vendor choice because of what it said.
2. Where we stand. "We tracked 20 of our buyers' questions. AI names us in X and names [competitor] in Y." Run this before the meeting; it is the most persuasive slide.
3. The test. 90 days, one or two countries, two or three campaigns, $X of media a month plus management.
4. Success thresholds, agreed now:
| Measure | Threshold |
|---|---|
| In-profile companies identified | X a month by month 2 |
| Meetings | X in 90 days |
| Pipeline | X, enough to pay back the test |
5. The decision date. Day 90: scale, fix or stop.
Questions to expect
- "Isn't this experimental?" Yes; that's why it's a capped test with a stop date.
- "Why not just do SEO?" We will. Organic AI visibility is part of the plan; ads give us data and pipeline sooner.
- "What if our competitors don't do it?" Then the questions are cheaper for us.
A slide order that works
- One sentence: the buyer shift, with the G2 numbers.
- Your own AI audit: who AI names for your top questions.
- The test: budget, duration, countries.
- Thresholds and decision date.
- Risks and how they're controlled.
- The ask.
Questions
What if the board asks for a guaranteed return?
Don't promise one. Offer a capped cost, clear thresholds and a stop date. That's what makes a test responsible.
Should we include organic visibility in the case?
Yes. It reaches buyers who never see ads and builds value that lasts beyond the test.
How much detail should the case include?
One page and an appendix. Boards approve clarity.
How to frame the risk
Boards respond to bounded risk. State the maximum cost of the test, what will be learned even if results disappoint (which buyer questions matter, how AI describes your company, how competitors appear), and the date on which a decision will be made. A test that produces knowledge whatever the outcome is easier to approve.
What to report back
At day 90, report against the original thresholds, show what was learned, and recommend scale, fix or stop. Keeping the promise of a clear decision builds trust for the next proposal.
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