TL;DR — Compare your MOFU and BOFU scores in Compare > By Funnel to see where AI filters you out during B2B procurement evaluations. Go to Strategy > Content Opportunities filtered to MOFU/BOFU to find the enterprise content gaps competitors are filling. Check Visibility > Citation Sources to identify the analyst platforms and review sites AI trusts for B2B recommendations. Pro tip: if your BOFU score drops significantly below MOFU, AI sees you as a research option but not a purchase option — update your G2 profile segments and publish compliance documentation.
The Question
“How do I improve my brand’s positioning in B2B evaluation prompts?”B2B buyers increasingly use AI as a procurement research assistant. Queries like “enterprise CRM with SOC 2 compliance”, “best ERP for manufacturing companies with 200 employees”, and “which project management tool integrates with Salesforce and Jira” are being answered by AI before a single vendor call. Your positioning in these responses — not just your presence — determines whether AI describes you as the obvious choice, a niche option, or an afterthought. This page shows you how to diagnose and improve that positioning. You might also be wondering:
- “What criteria does AI use when evaluating software for enterprise buyers?”
- “Why does AI position a competitor as the ‘enterprise’ option and me as the ‘SMB’ option?”
- “Which content types most improve AI positioning for B2B evaluation queries?”
Where to Go in Qwairy
Start here: Compare > By Funnel (MOFU and BOFU tabs)
Navigate to Overview > Compare > By Funnel and review both the MOFU and BOFU tabs — B2B evaluation queries span both stages, from “comparing options” to “ready to request a demo”.
For each tab, compare your Brand Mention Visibility score against your top 3 competitors.
Look specifically at the gap between your MOFU and BOFU scores: if your BOFU score is significantly lower, AI is recommending you during research but filtering you out when buyers are ready to commit — often a pricing transparency or enterprise credibility problem.
Go deeper: Strategy > Content Opportunities (B2B content gaps)
Navigate to Strategy > Content Opportunities and filter to MOFU and BOFU funnel stages.
The tool identifies content themes where competitors are being cited by AI for evaluation queries but your domain has no equivalent coverage.
Common B2B gaps include: security and compliance documentation, enterprise case studies, integration ecosystem pages, pricing transparency pages, and ROI calculators.
Complete the picture: Visibility > Citation Sources + Content Studio + GSC
Open Visibility > Citation Sources and analyze which external sources AI uses to support B2B evaluation recommendations in your category.
Look for authority sources: analyst reports, enterprise review platforms (G2, Gartner, Forrester), and case study publishers. These are the platforms where you need to invest in presence.
Use Strategy > Content Studio to create the content identified as gaps.
Cross-reference with Strategy > Google Search Console to confirm that pages ranking for enterprise evaluation queries are also being indexed and cited by AI.
What to Look For
Compare > By Funnel — B2B Evaluation Competitive Gap
B2B evaluation queries at MOFU and BOFU tend to be much more specific than general awareness queries. AI models become more selective at these stages, prioritizing brands with verified enterprise credentials: compliance certifications, large customer logos, integration depth, and analyst recognition. Your competitive position at these stages reflects whether AI sees your brand as an enterprise-grade option.| Element | What it tells you |
|---|---|
| MOFU vs BOFU score delta | A large drop from MOFU to BOFU signals a credibility or pricing gap that AI identifies during the final evaluation stage |
| Competitor ranking at BOFU | Which competitors AI consistently recommends over you for enterprise purchase queries |
| Score on compliance-tagged prompts | Whether AI includes you in security, compliance, and governance evaluation queries specifically |
| Score on integration-tagged prompts | Whether AI recognizes your integration ecosystem compared to competitors |
Citations — B2B Authority Source Analysis
For B2B evaluation queries, the external sources AI cites are highly predictable: Gartner Magic Quadrant reports, G2 Enterprise Leader badges, Forrester Wave rankings, industry analyst blog posts, and established enterprise media. Your citation profile for these sources directly determines whether AI treats you as an enterprise-grade option or routes buyers to competitors.Pro Tip: Sort Citations by source domain authority and filter to your B2B evaluation prompts. If the top 5 cited sources for competitor recommendations all have your brand listed but under a different product category, you have a category positioning problem. Contact those platforms to update your category listing and feature description.
Filters That Help
| Filter | How to use it for this question |
|---|---|
| Funnel Stage: MOFU/BOFU | Scope comparison and citation views to enterprise evaluation queries only |
| Tag: enterprise, compliance, integration | Filter to the specific B2B evaluation dimensions where your positioning is weakest |
| Provider | Identify which AI model most consistently undervalues your enterprise positioning — often the model with the most outdated training data for your category |
How to Interpret the Results
Good result
Your brand appears in more than 40% of monitored MOFU and BOFU B2B prompts with consistent, favorable framing: accurate enterprise capabilities noted, correct compliance certifications mentioned, and integration ecosystem acknowledged. The Citations view shows your brand being referenced from Gartner, G2 Enterprise tier, or equivalent enterprise analyst platforms. Your BOFU score is within 10 percentage points of your MOFU score, indicating strong consistency across the evaluation journey.Needs attention
AI consistently describing your product with SMB-oriented language (“good for small teams”, “easy to get started”) even when you serve enterprise accounts. Or being absent from evaluation prompts that include compliance, security, or governance qualifiers — despite having relevant certifications. This almost always means your certifications and enterprise capabilities are not machine-readable on your website, or are not covered on the third-party authority sources AI uses for B2B evaluation.Example
Scenario: Your compliance automation platform is used by Fortune 500 companies but AI consistently describes it as “suitable for mid-size companies” in evaluation prompts.
- Open Compare > By Funnel BOFU. Your score is 28% — the lowest among 5 tracked competitors. The top competitor at 71% is described with “enterprise-grade”, “Fortune 500 trusted”, and “SOC 2 and ISO 27001 certified” in AI responses. Your responses never use these terms.
- Navigate to Visibility > Citation Sources and filter to B2B evaluation prompts. The top competitor is cited from: a Gartner Peer Insights page with 340 reviews, a Forrester Now Tech report, and 3 enterprise media articles from CIO.com. Your brand appears on one of these (Gartner) but with only 12 reviews and no recognition badge.
- Open Strategy > Content Opportunities. The tool identifies three gaps: no dedicated SOC 2 compliance documentation page (competitors have this indexed and being cited), no enterprise customer case study page, and no integration partner directory page. Use Strategy > Content Studio to build these pages, and launch a Gartner Peer Insights review campaign targeting enterprise customers. Revisit Compare > By Funnel in 90 days.
Go Further
Export evaluation positioning data
Export your B2B evaluation positioning data with competitor comparisons as XLSX for sales enablement
B2B evaluation dashboard
Build a B2B evaluation positioning dashboard in Looker Studio using the competitor-metrics data source
Share positioning data with your sales team
Create a shared view of AI evaluation positioning data for your sales team to use in competitive deals
Related Questions
Does AI recommend my brand in the comparison/consideration phase?
The general MOFU visibility question — B2B evaluation is a specialized version of this
Is my SaaS product listed in AI best tools responses?
How AI positions your product in general tool recommendation lists before enterprise-specific queries
What content does AI cite most in my category?
Identify the content formats and sources that drive AI citations in your market