A Marketing Infrastructure Audit for Afiniti
Prepared by Nick Talbert | strategnik.com
Afiniti holds patented technology, blue-chip client proof points, and fresh marketplace partnerships with Five9, NICE, and AWS. It also holds near-zero search visibility, no G2 listing, no analyst coverage, a Wikipedia page frozen in 2021, and a team of ~7 marketers with no CMO. The competitive window is closing.
Before diagnosing what's broken, it's essential to recognize what's strong. These aren't compliments — they're the foundation any rebuild must leverage.
Three marketplace launches in 9 months (AWS, Five9, NICE CXone). Multi-platform distribution away from Avaya dependence. Each partnership = co-marketing opportunity, backlink authority, and platform validation.
Named C-suite testimonials from AT&T, Virgin Media O2, TIM SpA, Accenture. T-Mobile: $70M incremental annual revenue from 50M optimized calls. No competitor has this depth of enterprise validation.
On/off benchmarking methodology is genuinely unique — no competitor offers controlled, continuous measurement of AI impact. "Outcome orchestration" positioning could define a category if supported.
265K followers — larger than Observe.AI, Cresta, and Balto combined. Legacy audience, but a distribution channel that exists and can be reactivated.
Afiniti has a Wikipedia page. Cresta, Observe.AI, and Balto do not. Wikipedia drives 47.9% of ChatGPT's top-10 citation share. Durable differentiator — once updated.
12 gaps organized by severity. Each includes what it costs Afiniti today and what fixing it unlocks. Click any gap to expand the full analysis.
Afiniti's competitive set is Tier 2 (Cresta, Observe.AI, Balto) — not NICE/Genesys. The AI-layer market has exploitable gaps: no competitor owns Wikipedia, Reddit, or YouTube. The window to claim these is measured in months, not years.
Cresta and Observe.AI occupy the middle — growing on both axes
| Company | G2 | Wikipedia | Analysts | YouTube | Podcast | ||
|---|---|---|---|---|---|---|---|
| Afiniti | 265K | None | Outdated | None | None | Dormant | None |
| NICE | 400K+ | 540+ | Current | Limited | Leader | Active | Yes |
| Genesys | 300K+ | 600+ | Current | Limited | Leader | Active | Multiple |
| Cresta | 25K | 100+ | None | None | Forrester | Limited | None |
| Observe.AI | 35K | 200+ | None | None | Some | Limited | None |
| Balto | 15K | 300+ | None | None | Some | Active | Yes |
Week-by-week sprint plan. The site is broken in ways that actively hurt credibility. Fix what's visibly wrong before building anything new.
Fix what's visibly wrong before building anything new
| Action | Why It Can't Wait | Deliverable |
|---|---|---|
| Fix /resources/ page (410 error) | Broken page visible to any prospect navigating the site | Working page or proper redirect |
| Deploy robots.txt + XML sitemap | Search engines can't properly crawl the site without these | Submitted to Google Search Console |
| Add meta descriptions to all key pages | Pages showing blank in search results | Meta descriptions on top 15 pages |
| Audit legacy content referencing former CEO | Reputational liability sitting in the open | Redirect/remove list + execution |
| Inventory existing proof points across site | Need to know what exists before building assets | Master spreadsheet of all claims, quotes, data points |
Create the profiles enterprise buyers expect to find during due diligence
| Action | Why It Can't Wait | Deliverable |
|---|---|---|
| Create and submit G2 profile | Every day without a listing is a buyer who disqualifies Afiniti | Live G2 profile, categorized correctly |
| Create and submit Capterra profile | Second most-checked review platform in enterprise software | Live Capterra profile |
| Claim/update TrustRadius listing | Existing listing has zero reviews — worse than no listing | Updated profile with current product info |
| Launch customer review generation campaign | G2 profiles without reviews are empty shells. Target: 25-30 in 60 days | Outreach templates, CS coordination plan |
| Begin Wikipedia update research | 47.9% of ChatGPT's citation share. Cannot be rushed | Source document with citations for every proposed edit |
Build mid-funnel assets that serve both marketing and sales
| Action | Why It Can't Wait | Deliverable |
|---|---|---|
| Create standalone T-Mobile case study | $70M incremental annual revenue — most compelling proof point, currently buried | 2-4 page downloadable PDF, gated |
| Create standalone Virgin Media O2 case study | Named CEO testimonial with quantified results — CEO-to-CEO social proof | 2-4 page downloadable PDF, gated |
| Resolve dual brand architecture | Homepage says Outcome Orchestration; /products/ says eXperienceAI tiers | Unified product narrative document |
| Commission Wikipedia edit | Hire experienced Wikipedia editor | Contracted editor with draft timeline |
Set up infrastructure for programs that launch in Month 2
| Action | Why It Can't Wait | Deliverable |
|---|---|---|
| Build "What is Outcome Orchestration?" pillar page | Category-defining content with FAQ schema. Foundation for all SEO/AEO | Live pillar page with schema markup |
| Spec interactive ROI calculator | Buyers search for this. Triple duty: SEO, lead capture, sales enablement | Requirements doc + wireframe |
| Create AT&T case study | Completes initial case study library across telco, media, enterprise | 2-4 page downloadable PDF, gated |
| Map competitor comparison content plan | Following Balto's playbook | 5 target pages with keyword research |
| Establish content calendar | No more batch-publishing. Minimum 2x/week, SEO-optimized | 90-day editorial calendar |
The core problem: Afiniti's current conversion architecture only serves buyers who already know the company. With near-zero search visibility, that's a vanishingly small pool. Every program below creates a path from "never heard of Afiniti" to "requesting a meeting."
Build topic cluster architecture around "outcome orchestration"
Pillar page + supporting blog posts ("Outcome Orchestration vs. Predictive Routing," "What is Behavioral Pairing?", "Why 80% of Contact Center AI Projects Fail"). FAQ schema markup on all pages for featured snippet and AI answer engine capture.
2x/week minimum publishing cadence, SEO-optimized. Target keywords where Afiniti is currently invisible: "AI contact center optimization," "AI-powered call routing," "enterprise AI contact center"
"Outcome Orchestration" messaging exists but has zero supporting content infrastructure. No pillar page, no topic cluster, no internal links.
Returns 410 error. This is where the content hub should live. Dead page = dead SEO authority.
Still shows legacy eXperienceAI tiers while homepage promotes new suite. Dual brand architecture confuses crawlers.
"State of Contact Center AI Effectiveness" — leverage 20 years of data
Afiniti sits on 20 years of behavioral pairing data across billions of interactions. No competitor has this dataset depth. Annual research report with novel findings: which agent-caller matching factors drive the largest outcome deltas, failure patterns, measurable ROI benchmarks by industry.
Explainer videos, executive Q&As, activate the 265K follower base
YouTube: Explainer videos on behavioral pairing methodology, customer outcome stories, "Outcome Orchestration 101" series. YouTube = 13.9% of Perplexity's top-10 citation share, 18.8% of Google AI Overviews.
LinkedIn: Expand thought leadership beyond CDO to CEO Jerome Kapelus and broader team. Activate the 265K follower base. LinkedIn = 13% of Google AI Overviews top-10 citation share.
First-mover territory — Reddit = #1 most-cited domain across AI platforms
Reddit = #1 most-cited domain across all major AI platforms combined (46.7% of Perplexity's top-10, 21% of Google AI Overviews). No AI-layer competitor has meaningful Reddit presence.
Approach: Educational participation in r/callcenters, r/customerservice, r/contactcenter. Share knowledge about AI-driven routing optimization. Answer questions. Never promote. This is a slow burn but compounds — posts get cited by AI models for months/years.
Triple duty: SEO asset, lead capture mechanism, sales enablement tool
Buyers actively search for "contact center AI ROI calculator" — few quality tools exist. Inputs: number of agents, average handle time, current conversion rate, industry. Outputs: projected revenue lift, FCR improvement, estimated payback period based on Afiniti's averages (10%+ revenue increase, 5%+ FCR improvement).
Current CTAs go to generic "Request a Demo." No self-service conversion path for buyers not ready to talk to sales.
Claims "10%+ revenue increase" and "5%+ FCR improvement" but offers no way to model these against buyer's own business.
Convert scattered testimonials into 8-10 standalone, downloadable case studies
Convert scattered website testimonials into standalone case studies across target verticals (telco, insurance, financial services, healthcare, travel/hospitality). Each: 2-4 pages, specific methodology, quantified before/after, named executive quotes.
Rebuild industry landing pages to anchor around case studies. Distribute through partner channels (Five9, NICE, AWS marketplace co-marketing).
"$70M incremental annual revenue from 50M optimized calls" — most compelling proof point buried as a website quote, not a downloadable case study.
Generic outcome claims without anchored case studies. No gated downloads for lead capture.
"12% financial services lift" claimed but no dedicated case study. No gated content for this vertical.
Dedicated landing pages capturing buyers actively comparing solutions
Dedicated landing pages: "Afiniti vs. Cresta," "Afiniti vs. Observe.AI," "NICE alternatives," "Genesys alternatives," "Five9 AI optimization." Each page: honest comparison matrix, differentiation points (patented on/off benchmarking, outcome-based pricing, platform-agnostic overlay).
SEO play: capture buyers actively comparing solutions — these are purchase-ready prospects forming shortlists. Balto does this for virtually every competitor. It works. It's directly replicable.
No "vs" pages, no "alternatives" pages anywhere. Buyers searching "[competitor] alternatives" find nothing from Afiniti.
Balto runs dedicated competitor pages for virtually every competitor. "Observe.AI alternatives," "Cresta alternatives." This is the playbook to replicate.
Target: 100+ G2 reviews within 12 months (Balto benchmark: 300+ at 4.8/5)
Integrate G2 rating badges across website, email signatures, sales decks, partner marketplace listings. Respond to every review (positive and negative). G2 commands 6.7% of ChatGPT's top-10 citation share and 4% of Perplexity's — reviews become AEO source material.
No G2 badge, no review platform social proof anywhere. Compare to competitors: badges are standard trust signals.
Afiniti is not listed. Balto has 300+ reviews at 4.8/5. NICE has 540+ Gartner Peer Insights reviews.
Fastest path to qualified pipeline — partner sales teams are already in the right conversations
Five9, NICE CXone, and AWS Marketplace integrations are live but co-marketing is minimal. Joint webinars with partner sales teams (target: 1 per quarter per partner). Co-branded case studies showing Afiniti + [platform] results together. Marketplace listing optimization. Partner blog cross-posts.
Brief Gartner, Forrester, IDC on Outcome Orchestration positioning
Brief analysts on Outcome Orchestration positioning and post-bankruptcy trajectory. Realistic target: inclusion in adjacent research notes and market guides (not CCaaS Magic Quadrant — Afiniti is an optimization layer, not a platform).
Cresta achieved Forrester Leader status in Conversation Intelligence Q2 2025. Afiniti should target similar adjacent category recognition. Analyst coverage feeds enterprise buyer confidence (7% of top-10 AI platform results).
After the first 30 days establish the foundation, this is the build-and-scale sequence. Organized by priority tier — some things must happen before others regardless of calendar.
Foundation work from the first 30 days enables all of these
| Program | Launch | First Results | Dependency |
|---|---|---|---|
| Content engine (2x/week publishing) | Month 2 | Month 4-5 | Pillar page live, editorial calendar set |
| ROI calculator | Month 2-3 | Immediate | Dev sprint from Week 4 spec |
| Competitor comparison pages (5 initial) | Month 2-3 | Month 3-4 | Keyword research from Week 4 |
| Partner co-marketing (first joint webinar) | Month 3 | Immediate | Partner relationship activation |
| LinkedIn thought leadership expansion | Month 2 | Month 3-4 | Executive buy-in, content support |
| YouTube channel launch | Month 3 | Month 5-6 | Video production capability |
Build on the foundation with sustained execution
| Action | Timeline | Impact |
|---|---|---|
| Wikipedia update published | Month 3-4 | Highest-leverage AEO asset (47.9% ChatGPT citation share) |
| G2 review milestone: 30+ reviews | Month 4 | Credibility threshold for enterprise buyer due diligence |
| Reddit community participation (ongoing) | Month 3+ | AEO citation source, first-mover advantage |
| Original research report published | Month 5-6 | Earned media, analyst attention, gated lead capture |
| Analyst briefings initiated | Month 4 | 6-12 month path to inclusion |
| Case study library: 5+ published | Month 4-5 | Sales enablement + mid-funnel conversion |
Expand what's working, measure everything
| Action | Timeline | Impact |
|---|---|---|
| Establish AI Share of Voice baseline + monthly tracking | Month 6 | Measure AEO progress vs. competitors |
| Scale G2 reviews to 100+ | Month 8-12 | Competitive parity with Balto |
| Launch gated content library (5+ assets per industry) | Month 7-9 | Full mid-funnel nurture capability |
| Evaluate paid search/SEM against organic traction | Month 6-7 | Data-driven paid amplification decision |
| Pursue analyst inclusion in published research | Month 8-12 | Enterprise credibility at scale |
| Customer advisory board launch | Month 8 | Community + content + retention + product feedback |
| Second original research report | Month 10-11 | Compounds authority from first report |
| Evaluate owned virtual event | Month 10-12 | Category authority + direct pipeline |
Two views: infrastructure metrics (is the foundation getting built?) and pipeline metrics (is it producing leads?). Infrastructure work IS pipeline work — they're the same program measured two ways.
What's being built
What it's producing
This audit is a preview, not a pitch. The infrastructure gap is real, the competitive window is closing, and the building blocks exist. The question is execution velocity.
Nick Talbert | strategnik.com