How feat Helps B2B Brands Win Without Outbound or Paid Ads

B2B growth has traditionally leaned on two levers: outbound (SDRs, cold email, cold calls) and paid ads (LinkedIn, Google, retargeting). Both are expensive and increasingly resisted. Buyers are inundated with cold outreach and ads; they're more likely to trust recommendations from peers, experts, and sources they already follow. When they use AI to research vendors, they get answers shaped by the same trusted channels—not by who spent the most on ads.

feat gives B2B brands a third path: earning visibility in the recommendation layer. By getting featured in the newsletters, podcasts, and expert content that buyers and AI use to evaluate options, you become a recommended choice instead of a cold pitch. That shifts the dynamic from "we need to interrupt you" to "you'll find us when you're looking."

Why B2B Buyers Rely on Recommendations

B2B purchases are high-consideration. Buyers research extensively, ask peers and experts, and increasingly ask AI "what should I use for X?" feat helps you show up in those research paths—through trusted creators, niche media, and communities that influence both human and AI recommendations. For how AI recommendations reshape behavior, read How AI Recommendations Are Reshaping Consumer Behavior. For partnerships vs ads, see Why Partnerships Outperform Ads in the AI Economy.

From Cold Outreach to Being Chosen

When your brand is consistently featured in the right channels, inbound and AI-driven demand start to flow. feat helps you discover where that demand is and activate the channels that feed it—so you can win without depending on outbound or paid ads alone. For the strategy in practice, read What a Featured Marketing™ Strategy Looks Like in Practice. For the platform, What Makes feat the Distribution Layer for the AI Era.