Mat Golubović is the co-founder and CEO of Omnius, a leading B2B SEO and AI Search Optimization agency that works exclusively with SaaS, Fintech, and AI companies. With more than a decade of experience in B2B software marketing, he has built his career around helping technology companies solve one of their most important challenges: how to reach the right audience in an increasingly competitive digital market.
Mat Golubović | Co-founder and CEO | Omnius
EliteX proudly features Mat Golubović in this edition, celebrating their achievements, leadership, and valuable impact.
His journey has included working inside VC-funded software companies as part of management and founding teams, giving him a close understanding of the challenges involved in building and scaling technology businesses. Beyond his work at Omnius, he mentors through startup organizations and universities, speaks at industry conferences, and publishes research on AI search. His work has gained attention across industry media and academic research, reflecting his focus on understanding where search and B2B marketing are heading next.
In the age of AI, quality, judgment, and context will matter more than simply producing more.
Golubović did not enter SaaS and Fintech because they were obvious career choices. He was drawn to these industries because he found software and technology genuinely interesting. Early in his career, he believed the software industry needed more people who understood the business side of technology rather than focusing almost entirely on development. As artificial intelligence continues to make software development more accessible, he believes that early observation has become even more relevant.
For Golubović, distribution has become one of the most important competitive advantages in technology. As AI makes it easier and faster to build software, simply having a good product is no longer enough. Companies also need to know how to make that product visible, understood, and trusted by potential customers. Marketing and go-to-market strategy became the area where he found this challenge most interesting.
He sees B2B marketing as a discipline that combines data, psychology, economics, and creativity. Unlike many technical processes, marketing does not always produce predictable results. The same strategy can work differently across industries, markets, and audiences. This complexity is one of the reasons he developed a long-term passion for the field.
Today, one of the biggest challenges facing B2B marketers is that customer acquisition is becoming both more expensive and harder to measure. According to Golubović, B2B SaaS customer acquisition costs have increased significantly in recent years, while organic acquisition, traditionally one of the most capital-efficient channels, is becoming harder to understand.
The change is being driven partly by the fragmentation of search. Customers no longer depend only on traditional search engines and websites to learn about products. Increasingly, they use large language models to research companies, compare solutions, understand problems, and make decisions. Much of this education can now happen without a potential customer ever visiting a company’s website.
When everyone runs on the same models, the advantage comes from the data, context, and people behind them.
This means traditional measurements such as clicks, sessions, and traffic volumes are becoming less useful on their own. Golubović believes marketers need to pay greater attention to the quality and intent of the audience they attract. His team’s data shows that visitors referred by LLMs can convert at rates several times higher than visitors from traditional search because they often arrive with a deeper understanding of the product and a stronger buying intent.
AI is also changing the supply side of marketing. Tools such as Claude and modern development frameworks have lowered the barrier to producing content and other marketing assets. As a result, simply creating more output is no longer a strong competitive advantage. When almost every company can increase production, the value shifts toward originality, judgment, expertise, and quality.
Golubović believes marketers should therefore begin thinking about what he calls a replaceability rate: how easily a particular piece of work can be replaced by an AI model. Repetitive and highly structured tasks are more likely to have a high replaceability rate. Work that requires judgment, taste, business understanding, and proprietary context is much harder to replace.
This belief also shapes his approach to building Omnius. When companies use similar AI models, the model itself is unlikely to remain a long-term differentiator. The advantage instead comes from the quality of the data, processes, knowledge, and workflows surrounding the model. Building proprietary technology and combining processed data with specialized workflows is therefore an important part of Omnius’s strategy.
His approach to leadership follows a similar principle. Golubović places a strong emphasis on character when hiring people. Skills determine whether someone can perform a task, but character influences what they do when there is no one watching, how they take ownership, and whether they continue developing themselves.
As AI makes execution cheaper, he believes organizations will increasingly value people who bring qualities that cannot easily be reconstructed through a simple prompt. Judgment, taste, ownership, and the ability to understand context will become increasingly important.
For young professionals entering B2B marketing, Golubović offers a clear warning: they should not become a middleman between a task and an AI model. If someone’s primary responsibility is simply passing work to an LLM and making small edits to the result, that role may become difficult to defend.
Instead, he encourages young marketers to understand the business behind marketing. They should learn about products, customers, economics, industries, and human behavior. This deeper context creates value that technology alone cannot easily reproduce.
Distribution is becoming the real moat as AI makes software easier to build.
Looking ahead, Golubović expects search to become increasingly agent-driven. AI agents will not simply provide information; they will increasingly research products, compare alternatives, and potentially make purchases on behalf of consumers and businesses. As the Agentic Web develops, companies may find that being absent from AI-generated answers is similar to being absent from a traditional search results page.
For Golubović, AI Search Optimization is therefore moving from an optional marketing tactic toward an essential part of digital infrastructure. The companies that understand this shift early will be better positioned to remain visible as the way people discover, evaluate, and buy software continues to change.