How HubSpot became the #1 CRM in AI search [A case study]

"Today, more and more buyers are beginning their journey with an AI-search. They may ask ChatGPT to compare products or use an AI-powered platform like Perplexity."

"HubSpot realized that our buyers were moving from search engines to answer engines like ChatGPT, Gemini, and Perplexity - but we had no reliable way to measure AI visibility."

"We set up XFunnel containers for each product line. The AEO measurement architecture included a top-level 'HubSpot' brand container for overall brand monitoring."

"Once we had defined the prompts, we could see and start to improve our four core AEO KPIs: answer engine visibility, share of voice, and more."

The shift from traditional search engines to AI-powered answer engines like ChatGPT and Perplexity is evident among buyers. HubSpot recognized the need to measure AI visibility and partnered with XFunnel to optimize their presence across these platforms. They established a structured AEO measurement system, defining the buyer's journey and setting up containers for each product line. Key performance indicators were identified, including answer engine visibility and share of voice, allowing for targeted improvements in their AEO strategy.

Read at Hubspot