Mark Troester · Positioning, content, and AI visibility
Buyers now ask ChatGPT, Google, and other AI tools before they ever reach your website. I help companies say clearly what they do, so they get found, understood, and chosen.
The shift
AI answers now shape which companies buyers consider. Whether you sell software or services, the same three problems show up.
Competitors get named when customers ask AI tools about your category, even when your offering is better.
Pages describe features and history instead of answering the questions buyers actually ask.
Search clicks are falling as AI summaries answer questions directly, and old SEO habits aren't making up the gap.
A clear company gets cited. A vague one gets skipped. The fix starts with what you mean, then how you say it.
Who I help
"Our product changed, the market moved to AI, and our messaging sounds like everyone else's."
Start with an AI visibility audit or a positioning engagement.
"When customers ask ChatGPT for a company like ours, we don't come up, and we don't know why."
Start with an AI visibility audit. Why a technology strategist?
Why me
The software I've built, managed, and positioned is what organizations across virtually every industry use to run their websites, mobile apps, and front- and back-office systems.
For 25+ years, my work has been about one thing: helping organizations use technology to serve their customers and run their operations. That has meant working with the teams behind public websites, customer portals, mobile apps, and the systems that handle orders, records, and data behind the scenes.
That gives me an unusual combination for a content and positioning consultant. I understand how your business actually works, and I understand how search engines and AI tools read, rank, and cite the content that describes it.
Technology I've helped organizations with
Across financial services, healthcare, manufacturing, retail, government, education, and more.
Start here
A fixed-scope diagnosis, so you know where you stand and what to fix first before committing to anything bigger.
How AI tools and search engines see your company today, and a ranked plan to change it.
Act on the audit quickly.
Project · 4–6 weeks
When the real problem is the story itself.
Project · 4–8 weeks
Senior strategy without a full-time hire.
Retainer · ongoing
How I work
I've built an AI-assisted process that lets me do in days what used to take weeks of manual review, without handing the thinking over to a chatbot.
Gather your live website pages and the content buyers see, so every decision starts from what customers and AI tools actually find today.
Writing is step five of six on purpose. Audit and research surface the gaps first, and strategy decides what's worth changing.
AI is used first to find gaps and set priorities. New content is written only where the strategy says it will matter.
Every page is checked for brand voice, accuracy, and legal or compliance concerns before it goes live.
Different AI models check each other's work for errors and omissions, and I review everything before you see it.
Point of view
AI tools cite companies that explain plainly what they do, who it's for, and why it's different. Keyword tricks don't fix a vague message.
A good positioning story shows up in product decisions, sales conversations, and customer retention, not just on the website.
The value is in the judgment: knowing the market, the customer, and what's worth saying. AI makes the research and review work scale.
Experience
I started as a developer, and I've spent my career positioning products that are hard to explain.
Built software at startups and established enterprises.
Product marketing leadership at software companies including SAS and Sonatype.
Vice President of Strategy at Progress, leading positioning and go-to-market across product portfolios.
Designing and building AI-assisted workflows for content audit, strategy, and governance.
Products I've helped position
Tools and platforms for building web, mobile, and business apps.
Configuration, compliance, and delivery automation.
Open source governance and DevSecOps.
Visibility into networks, servers, and applications.
Load balancing and traffic management.
Connecting applications to enterprise data sources.
Big data, data quality, and information management.
Chatbot and AI assistant platforms.
I've spoken at industry events hosted by Gartner, Forrester, and TDWI.
Contact
Send a note with your website and a line about what's changed. I'll reply within two business days.