Thena.ai Captured High-Intent B2B Buyers and Drove 37% Higher Conversions from AI

At a Glance

The Challenge: Inconsistent Representation in AI Comparisons

Thena.ai had a clear differentiation: Slack-first customer support.

However, in AI-driven buying journeys, competitors with older documentation dominated queries such as:

• “Thena vs Zendesk”

• “Best Slack customer support tools”

Thena appeared inconsistently , or not at all.

The Constraint: AI Systems Had an Incomplete View

From a machine perspective:

• Mentions were inconsistent across AI platforms

• Core features were sometimes misrepresented

• Share of Voice in AI comparisons was low

AI systems lacked a reliable, structured understanding of Thena’s positioning.

The Solution: Making Comparisons Explicit for AI Systems

Thena used Erlin.ai to ensure AI systems could retrieve, compare, and explain the product correctly.

1. Reinforcing Trust Signals

Erlin ensured backlinks and listings on platforms like G2 and Capterra were intact and contextually accurate.

System effect:
AI systems increased confidence in Thena as a trusted vendor.

2. Structuring Comparison-Ready Content

Explicit comparison tables and attributes removed ambiguity.

System effect:
AI answers became accurate and consistent in head-to-head queries.

3. Removing AI Indexing Gaps

Certain documentation pages were inaccessible to AI scrapers. Erlin resolved these issues.

System effect:
Feature coverage expanded across AI platforms.

Results: Fewer Clicks, Better Buyers

1. Dominating Google AI Overviews

Thena reached 161 AI Overview placements, ensuring visibility before a click occurred.

2. 37% Higher Conversion from AI Traffic

AI referrals consistently reflected decision-stage buyers.

3. Scalable Global Reach

AI visibility expanded beyond the US into India and the UK without localized campaigns.

Conclusion

In B2B SaaS, being under-represented in AI answers means losing pipeline silently.

By ensuring AI systems could accurately retrieve and compare their product, Thena.ai unlocked a stream of high-intent buyers who convert 37% better than the average visitor.