New Frontiers Are Less Scary With a Map, a Compass and a Horse. Yolando Brings All Three
January 20, 2026
The Challenge
Order.co operates in one of the most crowded spaces in B2B software: procurement and spend management. Founded in 2016, they compete against entrenched incumbents like Coupa (founded 2006) and Procurify (founded 2012), while simultaneously fending off well-funded challengers like Ramp.
The problem Eric Hann faced was straightforward but daunting: content velocity and visibility. When potential customers asked AI platforms about procurement software, Order.co needed a systematic way to understand where they were losing visibility—and more importantly, what to do about it.
"We needed a game plan and strategy for the growing LLM search trend," Eric explained. "It's one thing to know you're not showing up. It's another to know exactly what to fix and how that changes across models."
The Approach: Competitive Intelligence as a Feedback Loop
Rather than treating AI visibility as a vanity metric, Order.co and Yolando built a weekly operational rhythm:
1. Competitive monitoring as early warning system
When Coupa published an article on procurement best practices, Yolando flagged it immediately and provided Order.co with a fresh perspective on how to approach that same query. This wasn't just "competitor X published something"—it was actionable intelligence on positioning and content gaps.
2. Recommendations that drive action
Order.co didn't just get dashboards. They got specific recommendations on what content to create, how to structure it, and which topics would actually move their visibility metrics. The Yolando team worked directly with Order.co's marketing team, participating in their product roadmap discussions.
3. Marketing Studio for execution speed
With clear direction on what to write, Order.co used Yolando's Marketing Studio to dramatically accelerate production. The result: 100% increase in articles published while maintaining strategic focus on high-impact topics.
The Results
Over four months working with Yolando:
100% increase in AI visibility on the topics Order.co cared about most
100% increase in content output (articles published per month)
Established consistent pipeline of qualified inbound leads from AI-driven searches
Closed deals directly attributed to improved AI visibility
But the numbers only tell part of the story. The real shift was strategic clarity.
"We went from reactive to proactive," Eric noted. "Instead of wondering why competitors were showing up and we weren't, why those search responses and citations seemed to be different and unpredictable, we had a systematic process to identify gaps and fill them—fast."
What Made the Difference
Most GEO tools stop at measurement. Yolando treated AI visibility as an operational workflow:
Weekly/biweekly sync meetings kept the partnership tactical, not just strategic
Competitive alerts turned competitor moves into actionable opportunities
Integrated recommendations + execution tools collapsed the time from insight to published content
For a company competing against opponents with 10+ year head starts and significantly larger marketing budgets, speed and precision matter. Order.co couldn't outspend Coupa—but they could out-execute them on the channels that increasingly matter most.
The Bottom Line
"New frontiers are less scary with a map, a compass and a horse," Eric said. "Yolando is all three."
In the emerging world of AI-driven search, Order.co isn't just keeping pace with billion-dollar incumbents—they're competing effectively for mindshare in the moments that matter: when buyers start their research.
The Order.co team is feeling empowered to seize this developing and fast growing demand channel in 2026 as a core pillar of doubling new business.
About Order.co: Modern procurement software helping companies streamline purchasing and spend management. Founded in 2016, Order.co serves enterprise customers looking for alternatives to legacy procurement platforms.
About Yolando: The GEO platform that fixes your visibility, not just measures it. Yolando helps B2B companies understand and optimize how AI platforms represent their brand versus competitors.
