Monica Cavanagh
If you missed our live session last week, The AEO Playbook: What’s Working + HubSpot’s New Prompt Visibility Tools, here are the hot takeaway B2B marketers and sales teams need to know!
During the session, our CEO Rebecca Gonzalez covered the successes B2B clients are having to successfully get brand mentions to show up in ChatGPT, Gemini, Claude, and the like. Our RevOps Director Kirill Ougarov then walked through HubSpot’s new AEO tool, including prompt tracking, citations, sentiment, competitor visibility, and content recommendations.
AEO Is Really About Proof
One of the biggest takeaways from our session: AEO is not some strange new marketing trick. A lot of what appears to matter looks like classic credibility building.
AI tools seem to care about proof signals like:
- Customer reviews
- Industry publication mentions
- Case studies
- Partner mentions
- Speaking opportunities
- Podcasts and event coverage
- Directory listings
- FAQs, schema, and clear website structure
Your website still matters, but your website alone may not be enough. If the only place saying you are great is your own site, AI may not have enough third-party evidence to recommend you.
The Case Studies Made This Real
Rebecca talked about what we are seeing across real B2B client accounts, including companies that are already benefiting from the kinds of visibility AI seems to reward.
Amber Data was a strong example. They had invested in founder podcasts, publication partnerships, thought leadership, trade shows, and strong category presence before everyone was calling this AEO. In other words, they were building authority in places their buyers already trusted.
Funnel Clarity was the “do this now” example. The sales training and consulting company saw AI-referred contacts convert at 15%, compared with 3% for organic search. That lift did not come from a huge new content push. It came from practical foundational work:
- Building a comprehensive FAQ page
- Strengthening the About page
- Cleaning up URL structure and headers
- Checking robots.txt issues
- Clarifying contact page expectations
- Adding schema in strategic places
Not flashy. But very useful.
Your FAQ and About Pages Need to Pull More Weight
AI tools answer questions. Buyers ask questions. Your site should be one of the clearest places where those questions get answered.
A strong FAQ page should address what buyers want to know before they talk to sales: who you help, what you specialize in, how your process works, what pricing depends on, how long implementation takes, and what someone should know before choosing a vendor.
Your About page matters too. Too many B2B About pages are polished into blandness. Make it clear who you serve, what you do best, where you are located, which platforms or industries matter, and what proof supports your positioning.
Specificity helps buyers. It also gives AI tools better context.
The HubSpot AEO Tool Demo Was the Main Event
Kirill walked through HubSpot’s new AEO tool, which gives marketers a more organized way to track AI visibility without relying on screenshots, spreadsheets, and random prompt testing.
HubSpot's tool helps monitor:
- Brand visibility
- Prompt performance
- Sentiment
- Citations and top cited domains
- Competitor visibility
- Content recommendations
- Differences across ChatGPT, Gemini, and Perplexity
One important caveat: the tool does not replace prompt strategy. You still need to know what your buyers are likely to ask.
That means using buyer language, not internal jargon. Your team may say “HubSpot partner,” but your buyer may say “HubSpot agency.” Your team may say “RevOps optimization,” but your buyer may say “fix messy HubSpot reporting.”
Your best prompt ideas are probably already sitting in sales calls, demo notes, CRM records, form submissions, and customer questions.
Sales Needs to Treat AI-Sourced Leads Differently
AEO is not just a marketing issue. It changes lead readiness.
If someone reaches out after asking AI for vendor recommendations, they may already know your category, your competitors, your proof, and your pricing assumptions. That person should not always be treated like a cold top-of-funnel lead.
In HubSpot, teams can use AI-related traffic source data to identify and route those contacts differently. That might mean:
- Creating an AI-sourced lead status
- Sending a specific alert to sales
- Routing the contact directly to an AE
- Using a dedicated sales playbook
- Moving faster into buying questions
If the buyer has already done the research, do not slow them down with a process built for someone who has not.
What B2B Teams Should Do Now
Start by asking the questions your buyers would ask in ChatGPT, Gemini, Perplexity, and Google’s AI experiences. See who shows up. See how your company is described. See which competitors appear. See what sources are cited.
Then audit the basics:
- FAQs
- About page
- Schema
- Reviews
- Case studies
- Directory listings
- Partner mentions
- Pricing context
- AI traffic tracking in HubSpot
- Sales routing for AI-sourced leads
You do not need to solve all of AEO in one week. You do need to start looking, because your buyers already are.
Get the Recording
The the full recording is the best way to see the strategy and HubSpot tool in action. Check it out!
