Thirty pieces chunked from the white paper — text posts, carousels, short videos, polls — sequenced over six weeks to mirror the playbook's arc. Every stat is pre-checked against the paper's primary sources; copy the figures exactly as written here.
Cadence: ~5 pieces/week is aggressive. Comfortable pace: post the video + carousel + one text post each week (3/week) and hold the rest as a backlog — the plan stretches to 10–12 weeks with zero extra work.
Voice: post from a personal profile (founder/lead) for reach, reshare from the Dimartec company page. AI-search content from a person outperforms the same content from a logo.
Format mechanics: carousels = native PDF document posts. Videos = native upload, vertical or square, burned-in captions, hook in the first 2 seconds. First line of every text post is the hook — it's all anyone sees before "…see more".
CTA discipline: same restraint as the LP. Most posts end with a soft pointer to the playbook page; only the week-5 five-minute-rule piece and the week-6 closer push the 90-Day GEO Sprint directly.
Deep links: the LP has anchors — link straight to the chapter a post came from (e.g. /#ch6 for the five-minute rule, /#ch9 for the roadmap).
Week 1 The Invisible Fintech Problem
Source: Introduction. Goal: launch the playbook, plant the core idea — your buyer's journey now starts inside an AI answer.
01Text + linkMON
Launch: the deal you never knew existed
A compliance officer just shortlisted three of your competitors. You never knew the deal existed.
Tell the Introduction's story: CASP licence application, monitoring stack won't pass a MiCA audit, budget in hand — and her first move is ChatGPT, not Google.
"If your company is one of the names it says, you just entered a deal you didn't know existed. If you're not, you never will."
Announce the playbook: why we wrote it, who it's for. Link the LP.
CTA: Read the full playbook (LP link)
02Video · 60–90sWED
"There is no page two of an AI answer"
Your next customer isn't Googling you. They're asking ChatGPT about you — and it might not say your name.
Beat 1: the buyer types "best MiCA-compliant transaction monitoring for a CASP" into an AI, not a search bar.
Beat 2: the machine names 3–4 vendors. She treats it like a trusted peer's recommendation.
Beat 3: "She will not scroll to find you. You are either in the sentence, or you do not exist."
Beat 4: that's the invisible fintech problem — and it's happening thousands of times a day.
CTA: comment/DM "playbook" or LP link in comments
03Quote graphicTHU
The zero-click reality
The answer is increasingly the destination — not a signpost to your site.
Dark-branded graphic: "~60% of Google searches end without a single click." Caption unpacks the two forces: zero-click search + buyers moving research into conversational AI.
Note honestly (as the paper does) that AI-search data is young and moving fast — that candour is on-brand.
Stats: ~60% zero-click (Superprompt, 2025, up from ~25% five years earlier); AI Overviews from 6.49% of queries in Jan 2025 to ~18–20% by mid-year (SeoProfy / Search Engine Land)
04PollFRI
Where did your last shortlist start?
Honest answers only — where did your last software shortlist actually start?
Options: Google · ChatGPT/Perplexity · A peer's recommendation · Analyst/review site.
Engagement play + genuine market signal. Follow up in comments with the G2 finding (piece 10 teaser).
Week 2 The MiCA Squeeze
Source: Chapter 1. Goal: land the second half of the thesis — the paid escape hatch is welded shut, and that's an advantage.
05Carousel (PDF)MON
The channels MiCA closed
Under MiCA, your growth stack is now a regulated communication. Almost all of it.
One slide per channel from the Ch.1 table: paid social & display → high-risk; retargeting → explicitly named as solicitation; affiliates → named; influencer content → high-risk; advertorial → prohibited in disguised form; sponsorships → named; ROI-bait → prohibited.
Closing slides: the channels that opened — earned AI presence (GEO), genuine thought leadership, owned expertise, consented nurture.
Final slide: "The constraint is the moat." + LP link.
Source: ESMA reverse-solicitation guidance; Article 7 MiCA. Keep statuses worded as in the playbook table.
06TextTUE
Read ESMA's list with a growth marketer's eyes
ESMA listed what counts as solicitation under MiCA. It reads like a demand-gen job description.
Quote the list: internet commercials, banners, pop-ups, emails, affiliation campaigns, retargeting, influencer content, sponsorships, event invitations…
Punchline from the paper: "It is, almost item for item, the modern demand-generation stack."
07Video · 60sWED
The constraint is the moat
MiCA just made it impossible to buy attention in crypto. Here's why that's the best growth news you've had in years.
Beat 1: every other B2B category can buy its way back into visibility. You can't.
Beat 2: in a market where nobody can out-spend anybody, the firm that earns the machine's trust wins.
Beat 3: clarity, accuracy, substance — what MiCA demands is exactly what GEO rewards.
Beat 4: "Your paid-addicted competitors are about to find their favourite channels closed."
08TextFRI
Your buyers became banks overnight
On 30 December 2024, your crypto buyers became licensed institutions. They now buy like banks.
MiCA phases: stablecoin (ART/EMT) rules from 30 June 2024; CASP authorisation from 30 December 2024. National VASP registration no longer cuts it.
Consequences: cautious, committee-driven, audit-minded buying; expanded buying committee; a crowded category of lookalike vendors.
"The single biggest, cheapest advantage available to you is clarity."
Source: Sumsub / Citium Tech, as cited in the playbook. 400+ vendors figure refers to the FinCrime software market.
Week 3 The AI-First Journey & the Committee
Source: Chapters 2–3. Goal: show the 6–18 month machine-mediated journey and the five people interrogating the machine separately.
09Carousel (PDF)MON
The AI-first buyer journey, stage by stage
The sales cycle didn't get shorter. The starting line moved.
Five slides = five stages: Problem framing (months 0–1) → Landscape & shortlist (1–3) → Deep research (2–8) → Consensus building (6–14) → Selection & procurement (12–18).
Each slide: what the buyer asks the AI + "GEO's job" at that stage.
Closer: "Consideration is set at the top of the funnel, by a machine, before you have any signal a deal exists."
10TextTUE
The machine frames the deal first
Half of B2B software buyers now start their research with an AI chatbot. Your sales team meets them second.
Two research findings, stated precisely, with sources in the comments.
Close: "By the time a lead form gets filled in, the buyer has often already asked an AI about you a dozen times."
Stats: roughly half of B2B software buyers begin research with AI chatbots (G2); 69% of B2B buyers turn to sales reps to validate AI-generated insights (Gartner survey)
11Video · 90sWED
One deal, many machines
You're not selling to a buyer. You're selling to five people who each ask the AI a different question.
Beat 1: the CTO asks about architecture. The MLRO asks about audit coverage. The CFO asks about cost. The CEO asks if you're credible. The board asks about red flags.
Beat 2: "These are different questions that surface different vendors" — you can top one answer and be absent from another.
Beat 3: generic messaging is optimised for no one's actual question. Specificity per persona is the whole game.
12Carousel (PDF)THU
The persona query matrix
What each member of a MiCA buying committee actually asks the machine.
One slide per persona from the Ch.3 matrix: their core AI question, the association you need, the asset that earns it.
Regulated deals don't die because someone says no. They die because consensus never forms.
The champion who can't align the MLRO, CTO and board watches the deal stall and quietly evaporate.
Two implications: GEO must win multiple personas; nurture must arm the champion to sell internally. (Tees up week 5.)
Week 4 How GEO Actually Works
Source: Chapters 4–5. Goal: teach the mechanism — the deliberately simple mental model — and the six pillars for building visibility.
14Video · 90sMON
The two ways a brand ends up in an AI answer
There are exactly two ways your brand gets named by an AI. Neither is "rank #1 on Google."
Beat 1: Door one — trained-in memory. The model read the web and kept an impression of you, not a copy. Consistency of association is what survives compression.
Beat 2: Door two — live retrieval. Mid-answer, the model searches, reads the best passages, and quotes the clearest one.
Beat 3: serious GEO works both at once. SEO gets you into the room; GEO decides whether you get quoted.
Reuse the two-door visual language from the LP.
CTA: full mechanism in the playbook, /#ch4
15TextTUE
The favourite-film analogy
ChatGPT doesn't store your homepage. It stores an impression of what the web collectively says about you.
The compression analogy: you can't recite your favourite film's script, but you deeply know the characters and the feel.
Three consequences: abundant + consistent = strong echo; thin or contradictory = faint or wrong echo; consistency survives compression.
16Carousel (PDF)WED
GEO vs SEO: keep, drop, reframe
The habits that made you good at SEO can quietly work against you in GEO.
One slide per row of the Ch.4 table: crawlability → keep (the floor) · keyword stuffing → drop · chasing #1 → reframe (be quoted, not ranked) · thin pages → drop · link-building → rebalance (mentions over links) · clickbait → reverse (answer up front).
Closer: "If your GEO plan is just your SEO plan wearing a new hat, you're optimising for the wrong machine."
17TextTHU
You're tilting a probability, not a rank
Getting cited by an AI is, mechanically, about becoming the most probable next word in a sentence.
The next-token frame: at "the best Travel Rule solution for EU CASPs is ___", several brands compete to be the word.
"Being named inside relevant, well-written sentences beats a thousand keyword-stuffed pages."
18Carousel (PDF)FRI
The six pillars of GEO visibility
GEO isn't magic and it isn't a hack. It's six pillars of disciplined, compounding work.
One slide per pillar: entity strategy · quotable content · third-party presence · technical floor · measurement (share of voice, not sessions) · MiCA guardrails built in.
Bonus slide: the compliance dividend — "the GEO-winning content and the MiCA-safe content are the same content."
Week 5 The Revenue Engine & the Five-Minute Rule
Source: Chapters 6–7. Goal: the most shareable week — speed-to-lead — plus nurture as the decisive element.
19Video · 60–90sMON
The five-minute rule (the hero piece of the campaign)
This stat gets misattributed constantly. Here's the real number, and the real source.
Beat 1: contact a web lead within 5 minutes vs 30 → about 21× more likely to qualify the lead, roughly 100× more likely to make contact at all.
Beat 2: "Not 21% better. 21 times."
Beat 3: the rigour flex — it's the 2007 MIT/InsideSales study (Dr. James Oldroyd), 15,000+ leads, 100,000+ contact attempts. Not HBR's 2011 audit, not McKinsey.
Beat 4: for GEO leads it's life-or-death — they're rare, they're comparing you right now, and the regulated buyer reads response speed as an operational signal.
Stat integrity: always "about 21×" and "roughly 100×", attributed to the MIT/InsideSales Lead Response Management study. HBR's separate research = "42 hours average first response" and "23% never respond".
CTA: direct — the 90-Day GEO Sprint, geo.dimartec.co.uk
20Quote graphicTUE
21× / ~100× statwall
Five minutes vs thirty. That's the whole difference.
Reuse the LP's statwall design as a static image. Caption tells the study story briefly and links /#ch6.
21TextWED
GEO traffic behaves like nothing you've measured
GEO won't flood you with clicks. The few visitors it sends were just told by a machine that you're a leading option.
Four properties: low volume/high intent · mid-cycle, not top-of-cycle · multi-visit and multi-stakeholder · invisible until it converts.
"Each one is worth many ordinary visitors. Wasting one is unforgivable."
22TextTHU
Attribution inside a black box
Your best channel is showing up in analytics as "direct traffic." That's why finance won't fund it.
The buyer asks ChatGPT, types your name a week later — analytics says "branded search."
Fixes: track share of voice as the leading indicator · ask "how did you first hear about us?" with an AI option · watch the lag correlation · report GEO on pipeline, not traffic.
23Carousel (PDF)FRI
Nurture is where the deal is won
In a 6–18 month regulated sale, nurture isn't a drip campaign. It's a consensus engine.
Slides: why nurture decides regulated deals → multi-stakeholder threads (MLRO/CTO/CEO/CFO) → arm the champion (the highest-leverage move) → the 4-stage nurture architecture table.
"When you make your champion look smart and safe for backing you, you convert one supporter into an internal salesforce."
24Video · 60sSAT (optional)
Arm the champion
Your champion is selling for you in rooms you'll never enter. What did you put in their hands?
Beat 1: the deal is being argued in a risk-committee meeting you're not in.
Beat 2: send the internal business case, persona one-pagers, proof they can cite without risk.
Beat 3: most vendors send another product pitch instead. That's the miss.
Week 6 Selling, the 90-Day Plan & the Close
Source: Chapters 8–9 + Conclusion. Goal: land the operating advice and convert attention into Sprint conversations.
25TextMON
Selling is de-risking, not persuading
You cannot make a compliance buyer move fast. You can only make saying yes feel safe.
The buyer's operating system is risk avoidance — a rational one, not a flaw.
De-riskers: proof over promises · peer references · transparency about limitations · reversible first steps.
"Never manufacture false urgency. Their regulatory deadline is the only urgency that works."
26TextTUE
The "we'll wait" default
The regulated buyer's default answer isn't no. It's "not yet." Here's how deals escape it.
Re-anchor to their trigger and the cost of delay · shrink the first commitment · keep the champion equipped · stay present for when the trigger fires.
27Carousel (PDF)WED
The 90-day roadmap
You can start winning this market in 90 days without a single ad.
Slides: Days 1–30 baseline + fast wins (prompt audit, entity footprint, five-minute SLA) → Days 31–60 cornerstone content + third-party presence → Days 61–90 re-audit, optimise, wire to pipeline.
One slide each for "what good looks like" at 30/60/90.
Final slide: KPI dashboard — share of voice, citation frequency, first-response time, GEO-sourced pipeline.
CTA: the Sprint runs this exact sequence — geo.dimartec.co.uk
28TextTHU
Six ways GEO programs die
Most GEO programs don't fail on strategy. They fail in one of six predictable ways.
The failure modes, verbatim in spirit: visibility with no revenue engine · measuring traffic · impatience (quitting at week six, right before it pays) · generic messaging · slow follow-up · fighting MiCA instead of using it.
29Video · 60sFRI
The one-page "so what"
Two things changed under regulated fintech at the same time. Together they rewrite your growth strategy.
Beat 1: MiCA closed the paid door. Beat 2: AI moved the starting line.
Beat 3: the four-part strategy — win GEO, build the revenue engine, run nurture, sell by de-risking.
Beat 4: "The machine's answer is the market. The firms that move first own it."
30Text + linkSAT
Campaign closer: start the Sprint
Six weeks ago we published the playbook for a market that can't advertise, selling to a buyer who starts with AI.
Recap the arc in five lines, thank the audience, share the best discussion from the comments.
Direct CTA: "Turn AI answers into pipeline in 90 days" → Start the 90-Day GEO Sprint at geo.dimartec.co.uk.
Reference Stat integrity card
Copy figures exactly as below — these are the playbook's verified framings. If a post paraphrases a stat, check it against this card before publishing.
21× / ~100×
Contacting a web lead within 5 min vs 30 min: about 21× more likely to qualify; roughly 100× more likely to make contact at all.
MIT/InsideSales Lead Response Management study (Oldroyd, 2007) — NOT HBR 2011, NOT McKinsey
~60%
Google searches ending without a single click to any website (2025), up from ~25% five years earlier.
Superprompt zero-click analysis
6.49% → 18–20%
Share of queries showing Google AI Overviews, Jan 2025 → mid-year.
SeoProfy · Search Engine Land
~50%
B2B software buyers now beginning research with AI chatbots ("roughly half").
G2 research, via PR Newswire
69%
B2B buyers turning to sales reps specifically to validate AI-generated insights.
Gartner survey, via Business Wire
3 / 7 / 90
Chet Holmes' framing: ~3% actively buying, 7% open, 90% not thinking about it.
Chet Holmes, via the i3strategies FinCrime playbook framing
Typical regulated-fintech sales cycle; 400+ vendors refers to the FinCrime software market.
Playbook, Chapters 1–2
House rules: never round 21× to "20×" or inflate ~100× to a flat "100×" claim; keep "about/roughly" qualifiers. Flag AI-search figures as 2025 data where a post leans on them. Statuses in the MiCA channels table keep their exact wording ("explicitly named as solicitation", "prohibited in disguised form"). Dimartec isn't the regulated entity, but the audience is — accuracy is the brand.
Overview Calendar at a glance
Week
Theme
Video
Carousel
Text / other
1
The Invisible Fintech Problem
"No page two" (02)
—
Launch post (01) · zero-click graphic (03) · poll (04)