How to build a prompt set for a B2B software brand, with best practices and examples
People choosing business software narrow their options by budget and by the tools their company already uses, so the prompt set needs pricing and integration prompts for every product. If IT reviews software purchases, add security and compliance prompts. If a larger competitor leads the category, add prompts that ask for alternatives to it.
Replace [brand] and [competitor] in the example prompts with your brand and a competitor.
Topic
Example prompt
Each product or module
Best reporting tools for marketing teams that pull from Salesforce
New integrations
Does [brand] integrate with Salesforce and Slack?
Marketing ops
Which tool keeps our campaign calendar from slipping?
Alternatives to a competitor
Best alternatives to [competitor] for a 50-person team
IT and security
Which project tools meet SOC 2 and support SSO?
Budget planning season
Which tools are worth adding to next year’s budget?
Finance and procurement
Which project tool has the best pricing for 50 users?
Conferences and user events
What did [brand] announce at its user conference?
Make prompts more specific. Instead of “What are the best project management tools for marketing teams?”, try “I run marketing ops at a 50-person SaaS company and our campaigns keep slipping. What are the best project management tools for marketing teams that integrate with Salesforce for under $15 a user?”
One prompt = one topic. Topics shouldn’t overlap. Put funnel stage, campaign, and season in tags instead.
Ask it like a person would. Write the full question someone would type or say.
Track only prompts that matter to the business. Thousands of small variations of the same question make trends harder to read.
Keep coverage and depth apart.Coverage topics include broad prompts for each business line. Add two to five depth topics for your priorities, and keep new prompts out of the coverage topics.
Retire seasonal prompts. Disable seasonal and news-driven prompts once they go stale. If you reword a prompt, you’re measuring something new, so don’t compare trends across the change.
Use AI Marketer (Aim) to make your prompts better. Paste one of these questions to an Aim chat to see which prompts to add, cut, or tag. Swap the [values in brackets] for your own.
Ask
What you get
Which competitors show up instead of us on integration and pricing prompts?
Use words like “brands” or “stores” in your prompts. For example, “What should I look for in a running shoe?” returns a checklist of features, and “Which brands make the best running shoes for flat feet?” returns a list of brands, which is the answer you can measure your brand against.
Give every comparison a use case. A “[brand] vs [competitor]” prompt alone returns an “it depends” answer. Add who is asking and why: “[brand] vs [competitor] for a 50-person team that already uses Salesforce” gives the AI enough context to pick one.
Spell out any unclear term the first time. An acronym or internal product name can derail the answer. Write “generative engine optimization tools” rather than “GEO tools”, and name the product category rather than using a code word only your team uses for it.
Say what you want without pushing toward your own brand. The question “Which project management tools, like [brand], are best for marketing teams?” nudges the AI toward your brand and tells you nothing about whether it would have named you on its own.
