The way buyers find answers has changed

For more than a decade, B2B inbound marketing was built around search. Companies identified keywords, created website content and waited for buyers to find them.

Now buyers increasingly ask AI tools for explanations, comparisons and recommendations. That changes what companies need to know—and what kind of content they need to create.

The questions shaping a category are not confined to keyword tools or search data. Buyers ask and debate them openly on Reddit and LinkedIn. At the same time, AI answer engines increasingly reward content grounded in original experience, expertise and evidence—not another generic summary of what has already been published.

This creates two problems for marketing teams:

1. They cannot easily see the real questions emerging outside their website and SEO tools.

2. The people with the strongest answers are busy experts whose knowledge is difficult to capture consistently.

We started Rocksalt to connect those two missing pieces.

What we’re building
From buyer questions to authoritative answers

Rocksalt finds recurring questions and debates across Reddit and LinkedIn and helps companies understand which ones matter most.

We then route the right questions to the people best qualified to answer them. Experts can contribute their knowledge through a simple text-based workflow, without learning another marketing tool or writing a finished article themselves.

Rocksalt turns their input into content for the company’s website and for the social conversations where those questions originated—helping the company build the authority, relevance and citation footprint needed to appear in AI-generated answers.

Our goal is simple: make genuine company expertise easier for buyers and the AI systems they are using to find the right answers.