B2B Marketing FAQs

Similar tactics to classic SEO such as authority + structured content for LLMs

To become visible with your own content in ChatGPT or other AI systems, you need a targeted Generative Engine Optimization (GEO) strategy. As ChatGPT is based on large language models that are trained with data from the internet, various factors play a role:

• High-quality content: content should be understandable, up-to-date and technically sound.

• Authority & backlinks: The more often a brand or source is mentioned and linked to on the web, the higher the chance of being included in AI responses.

• Structured data & FAQs: Clean structure, clear question-answer formats and schema markup help AI systems to categorize.

• Brand presence: Visibility in trusted sources (e.g. Wikipedia, industry portals, media reports) increases the likelihood that ChatGPT will mention a brand.

• Regular content maintenance: AI systems prefer up-to-date content - so updates and fresh publications are crucial.

Important: Unlike Google, there is currently no guaranteed indexing in ChatGPT. GEO aims to increase the likelihood of content being processed by LLMs and output in responses.

GEO holistic LLM and AI "SEO", AEO optimization to show up as the answer to certain questions

• GEO (Generative Engine Optimization): GEO encompasses the entire optimization for LLMs and AI systems. The aim is for content, brands and expert knowledge to be found, understood and processed into answers by generative AI models. This includes not only technical measures such as structured data, but also building authority and backlinks, presence in trustworthy sources and strengthening brand reputation.

• AEO (Answer Engine Optimization): AEO is a specialized sub-area of GEO. The focus here is on designing content in such a way that it is played out in answer engines (e.g. Google SGE, Bing Chat) as direct, concise answers. Typical measures: FAQs, short definitions, clear sentence structures.

In short:

• GEO = holistic optimization for visibility in generative AI systems

• AEO = optimization for direct answers

AEO stands for Answer Engine Optimization and is the discipline of how companies are found with their content in LLMs and AIs such as ChatGPT

The abbreviation AEO stands for Answer Engine Optimization. This refers to the optimization of content for so-called "answer engines" such as Google Search Generative Experience (SGE), Bing Chat or other AI-supported search systems. While classic SEO (Search Engine Optimization) is aimed at rankings in the search results, AEO is about structuring and preparing content in such a way that it is output directly by AI-supported systems as a precise answer.

The aim of AEO is to increase the visibility of a brand or website in the new search world, in which users click less and receive more direct answers. This includes, among other things:

• Clear and concise answers to common questions

• Structured data (schema markup)

• Comprehensible language and logical structure

• Combination of text, images, videos and data points

Depending on the amount of data and complexity, between a few weeks and several months.

The duration of a CRM migration depends heavily on the scope and complexity of the project. Typical factors are

• Data quantity & quality (e.g. number of contacts, duplicates, missing fields)

• Systems (from which CRM is being migrated and to which system)

• Customizations & interfaces (custom fields, automations, integrations)

• Tests & training (user tests, acceptance, introduction to the new system)

Experience values:

• Small migrations (e.g. a few thousand contacts, standard fields, hardly any automation): 2-4 weeks

• Medium migrations (several tens of thousands of contacts, first custom fields, workflows): 1-2 months

• Large migrations (100k+ data records, complex processes, multiple integrations): 3-6 months

Structured planning is important: first data cleansing, then test migration, then live migration. This avoids downtime and data loss.

Marketing, Sales, Service, Content, Commerce & Data Hub

HubSpot offers six hubs that can be used individually and combined seamlessly:

• Marketing Hub - lead generation, automations, campaigns & attribution

• Sales Hub - CRM, pipeline management, quotes/CPQ & forecasting

• Service Hub - tickets, helpdesk, knowledge base & feedback

• Content Hub - CMS & content marketing (creation, SEO, distribution)

• Commerce Hub - offers-to-payment, payments, subscriptions & sales reports

• Data Hub - data connection, data cleansing, segments & Data Studio

Status: 28.09.2025. Official listing & updates: HubSpot product catalog and Data Hub announcements.

Sponsored Content, Message Ads, Conversation Ads, Text Ads, Dynamic Ads and Lead Gen Forms

LinkedIn offers various ad formats that can be used depending on the campaign objective:

• Sponsored Content
  Native ads in the feed (image, video or carousel formats).
• Message Ads
  Direct messages to users in the LinkedIn inbox.
• Conversation Ads
  Interactive messages with call-to-actions (similar to a chat dialog).
• Text Ads
  Small ads in the page area of LinkedIn - usually inexpensive, but with lower visibility.
• Dynamic Ads
  Personalized ads (e.g. with profile picture or company name of the user).
• Lead Gen Forms
  Lead forms that open directly within LinkedIn without the user leaving the platform.

Depending on the objective (reach, engagement, leads or recruiting), the formats can be used individually or in combination.

Yes, under the right conditions

Performance Max (PMax) campaigns from Google Ads can also be useful in B2B marketing - but under certain conditions. The advantage of PMax is that a single campaign covers all Google channels (Search, Display, YouTube, Discover, Gmail, Maps) and automatically optimizes playout with the help of AI.

In the B2B sector, it is particularly important to feed Google with the right signals:

• Use of CRM and 1st-party data (e.g. existing customer lists, lookalike target groups)

• Clear conversion goals such as demo requests, contact forms or whitepaper downloads

• high-quality creatives (videos, ads, landing pages) that support the complex decision-making processes in B2B

Conclusion: PMax can work very well for B2B companies if sufficient data is available and campaign objectives are clearly defined. For niche target groups or very small budgets, a specialized search campaign is often more efficient.