Overheard at HubSpot INBOUND 2025: The new AI marketing playbook explained

How to adapt with AEO: Webflow’s framework for upgrading websites for AI search with Guy Yalif

AI search is reshaping how buyers discover brands. But is organic traffic really on the decline — or just evolving? In this episode of Called to Action, Guy Yalif, Chief Evangelist at Webflow, explains how to transition your website infrastructure and content marketing strategy from SEO to Answer Engine Optimization (AEO) to capture high-intent traffic from AI platforms.  In this episode, you’ll get the real data and actionable tactics on: 🔄 The shift from SEO to AEO - Why traditional organic search is declining while AI-driven traffic from LLMs is rapidly growing and resulting in higher quality lead conversions.  🦾 Webflow’s AEO framework - Understand the specific frameworks Webflow has put in place, shifting the focus from keyword clusters to "clusters of questions" to better serve AI answer engines. 🏗️ Website architecture and optimizations —  Learn to prioritize site structures and technical optimizations—such as Schema markup, H-tag hierarchy, and FAQs—that effectively reach both humans and bots. 📊 How to track AI mentions and LLM visibility — Discover effective ways to measure success, such as tracking "share of voice" in AI responses and using specialized tools to monitor brand sentiment within LLM syntheses. ✍️ High-quality content – Why you must continue creating authoritative, human-led content across digital channels, as LLMs prioritize fresh, deeply researched data to generate their answers. The marketing landscape is changing faster than ever, and those who don't adapt to Answer Engine Optimization risk losing their voice in the age of AI.  Listen to the full episode to move past the fear-mongering and gain a practical, technical roadmap that will help your brand become the primary answer for your customers' most important questions. 💬 View Aimtal’s AEO services: https://www.aimtal.com/service/answer... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbmI4cWxqdEhJVXE0RDRXYTltcHQ1V0tnbjRuQXxBQ3Jtc0tubTNBdG1oLWpnUVZBbjJyeG1NbWozOG8xUUZ3N1p5cGNyMWh0QXBsbE9kOUJudWZHR0NYR1FwVkl1cEoxMTlETjdYRHlhXzlXOHZMdTM2OTFfejhNZUxOeDZmQ05lVjF3U3R6cTVGVDA0UFVvMl90Zw&q=https%3A%2F%2Fwww.aimtal.com%2Fservice%2Fanswer-engine-optimization&v=3FQ0KK-nzns]  👉 Analyze the AEO maturity of your website with Webflow’s free assessment: https://webflow.com/feature/aeo [https://webflow.com/feature/aeo]   #CalledToAction [https://www.youtube.com/hashtag/calledtoaction] #AEO [https://www.youtube.com/hashtag/aeo] #B2BMarketing [https://www.youtube.com/hashtag/b2bmarketing] #Webflow [https://www.youtube.com/hashtag/webflow] #AISearch [https://www.youtube.com/hashtag/aisearch]

Forecast of 2026 Marketing Trends & Priorities

In this episode of Called To Action, Aimtal's CEO, Janet Mesh, and Director of Marketing Services, Tucker, dive into the hidden dynamics shaping B2B buying behavior, including why 95% of your total addressable market isn’t ready to buy yet, but is already forming opinions about your brand. They unpack learnings from the B2B Marketing Forum in Boston and discuss how marketers can move from defense to offense by reframing brand, visibility, and thought leadership as strategic drivers of future revenue — not optional “awareness tactics.” In this episode, you’ll learn how to:   🤝 Shift your strategy to meet buyers long before they talk to sales  🤑 Communicate marketing’s impact in CFO-friendly language  🗣️ Build a thought leadership engine for your company 🔎 Leverage the changes of AI search to make your brand more visible  📈Connect engagement data directly to sales conversations and revenue influence 👀 Build visibility and engagement with your target accounts Tune in to learn these marketing trends and predictions and subscribe now to never miss an episode!  ___________ 💬 Connect with Aimtal: YouTube:    / @aimtal  [https://www.youtube.com/channel/UCfMkFKpwTHQo5lm9ltIclmA]  LinkedIn:   / aimtal  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbEh5SW1kUW43NVlENnFSZlVkMGJHNnpZa25fQXxBQ3Jtc0tsZHBvLWpGcnlfejVEbTZ5VUNDU1JiMHpjWkswcnM4UVQteEY5WW1FeldXWGlreUY3TVB1Rkx6Q2ZuS0tuQXpDdVpvX2FVNnphTjhjYXI2MzBJUURiTE1TN2hOTVpLZlplbzlCY3BWNjhRekFVYWtqcw&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Faimtal%2F&v=Qb1Daxr3OZQ]  Instagram:   / aimtal_co  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbDJOUHc0cHpDcHFudnZTT0ZRTVZtWnZ0TUU5d3xBQ3Jtc0trRWxhWms3MmFSS3dWV3pVNTd4VTBKVGdWUzZLVnYyZFd2dGhMLUJHRkY2NkEtNC1EOGNmVnQwYl8wUFo5ZEE4bEZyZjUzT3czTER2WWNqc2NoSE5GZHlZWUZaaGx1QkU0Rmp0UmlEeFJyTFNxQ1BKQQ&q=https%3A%2F%2Fwww.instagram.com%2Faimtal_co%2F&v=Qb1Daxr3OZQ]  Website: https://www.aimtal.com/services [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbEJhQV9qTjZvelpPemJGOXVvTmZabVJTQ2RIQXxBQ3Jtc0tsdEdTLXQ2MWlFV0ZTbDgxcGlva2VreEctWmtTaHFoMTZXVUM5TUxBTlhDMDhJRjRybHBTOVVzbzJ5ak5JM3lwMDQtcS01VjA0Nk5UeGpJZ2ZIVnhtdDBQNG5rVEJkd0NGVEZucFFTVDhvMG5pbEJQRQ&q=https%3A%2F%2Fwww.aimtal.com%2Fservices&v=Qb1Daxr3OZQ]  💌Subscribe to Aimtal’s monthly email newsletter here: https://www.aimtal.com/newsletter [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbEw3Qmg3RWk5bWxwNGpkaklqbDZUZ3VFdDdUd3xBQ3Jtc0ttbmhnTXI4MnJZakVmV2s2WGRqc0hxcG5PSkNBUGhWNEN2S25ZNml0YmtuMG5aTlUxXzJrMkU1dmh1UVRTcDg3VGZkVDJ0X2laME12eVB5ZGFWZ0s3NXRtbXhDcFpsZUQ4Q1lEdjI2ZWZPR2FaVnpSSQ&q=https%3A%2F%2Fwww.aimtal.com%2Fnewsletter&v=Qb1Daxr3OZQ]

Overheard at HubSpot INBOUND 2025: The new AI marketing playbook explained

Janet and Tucker share a recap of the HubSpot INBOUND 2025 conference, sharing honest opinions and observations about the conference itself, announcements shared by HubSpot, and the overall future of marketing. They also analyze HubSpot’s new Loop Marketing playbook, defining it as a critical framework for growth in the AI era. In this episode, you’ll get actionable insights on: ♾️ Analysis of HubSpot’s Loop Marketing framework: The four stages—Express, Tailor, Amplify, and Evolve—are explored as a guide for strategic iteration. 🙅🏻‍♀️ The continued shift to zero-click content: Marketers must prioritize showing up on social media, video, and LLMs, as half of all searches no longer result in a website click. 🚮 The danger of "AI Slop": Why a weak foundation will lead to AI broadcasting that weakness at scale, emphasizing that quality content is still king. ⚙️ Operational challenges in organizations: The persistent problem of silos and the struggle to bridge marketing strategy to execution and operations.  Listen to the full episode now to understand the foundational strategies for preparing for the AI era and avoid common pitfalls for ensuring your marketing program is future-proof. 🔗 Links to resources in this episode:  HubSpot Loop Marketing: https://www.hubspot.com/loop-marketing [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbFpOcUFyNUdPcWZGMFI0ZW1XNi1XYVNnNFFKd3xBQ3Jtc0ttblVsZFR5NWQ3UnhpZTdJM05Ea2RVZHVwMkJ1dkcxWDU1X3c5OTVzb0ZTcmdXU1J6UG53U0UxT3BqNnVKbUsxeHJmYnBZNG1Gd05vX2JNVTlJczl3TUpmdlM0Ty16REVaV1VuUDJUM3JNRTFGSjhvcw&q=https%3A%2F%2Fwww.hubspot.com%2Floop-marketing&v=2nLsVEGUsE8] HubSpot INBOUND Spotlight: https://www.hubspot.com/spotlight [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqblh4bHRxUTlxQ2ZmY0JJRlg1U3NzYjJPWFhKUXxBQ3Jtc0tsUFVxMDhwZ3A0Z2pxS3dIZDNTTmp5eGtQTzdhX29wQmhKMHk4cFFwY1dDN3AwN0RVVi02UUk0S1h3UTBwOVVWT3NlNWFYX2xqUnNLRURVM2NMdGwxcm5kTDFPSzJaTmdTZ0w3ZjJ1MklEYkJiV0J6MA&q=https%3A%2F%2Fwww.hubspot.com%2Fspotlight&v=2nLsVEGUsE8] Gartner Report: https://www.gartner.com/en/marketing/... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa0FYZ1dId1NtbHYzbG1VRl9FQXd6Rk9TSDgzZ3xBQ3Jtc0tsX2tETHFFUF8zRnk1SnB5a2tjTVFLR0YzRlhaSUVDUzB6LWhQM2VNWVU0LVJNZ09jcWx5Y1RsYkVXbmRrcUwyMGlGM3dScEl0SHJXcGJUSmhfMml6ODd4V3dHUEw4U254LTRSVkt3QWNkZE4tYUZ3VQ&q=https%3A%2F%2Fwww.gartner.com%2Fen%2Fmarketing%2Fresearch%2Fleadership-vision-chief-marketing-officer&v=2nLsVEGUsE8] Aimtal’s HubSpot marketing services: https://www.aimtal.com/service/revops... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbWhoT2ViMTBjN2kzV3puVGhKQk1ZWUJiUG4wUXxBQ3Jtc0tsYnFJbWFvTXRIVlI1eTFiS29OelVRUzdOdmNXRDJrOTdVOHVuVFM1Ym9TYWxfdmVOOU9COW1CcHp1ZkZITEhpc0lsT0xlM3dNUXJMUXVUbVF1UEJUZGRkbDVQbkhibXpsZExnYUh3TTM5NkcycUlkTQ&q=https%3A%2F%2Fwww.aimtal.com%2Fservice%2Frevops-marketing-operations&v=2nLsVEGUsE8]  💬 Connect with Aimtal: LinkedIn:   / aimtal  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa2c4SkZ1Nk0zd2Y0b2pTR0ZoUl9rZGdjWGV5Z3xBQ3Jtc0ttZ3FSTGtvYUxldDBTYVVPdlQ3OVVqNWt5NzdzRVRNN2VkdTZPOG5OU082bHl1SGtKOW1UbGs0OE85NGwtTDFvRGJXVHU5OUZFNUplcG1Ia3ZfOEhNX2YyZUtBQlhFUC1uNVdJV0J3QkJqSmxUejREYw&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Faimtal%2F&v=2nLsVEGUsE8]  Instagram:   / aimtal_co  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbDNQR1BhZEpGSG42OWNJSGI5N0dGcTNnU1NEZ3xBQ3Jtc0trdlZlcWFUUXEzZVl5TzNRLXRoUHd5czRuUm03RFBKa0hWcmdQYlZqejk4dGFEdm1ER05JZDhOU1ZmVHJVYTAxNTNzS0lVT0ZsNnpFN0FHbmVfVmo1dXFoTVFZT20xRnJRYXdIeTBFVzRzczlhYlk2VQ&q=https%3A%2F%2Fwww.instagram.com%2Faimtal_co%2F&v=2nLsVEGUsE8]  Blog: https://www.aimtal.com/blog [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa1lLRzBkaVlTOTFxdlNGUENab0xNTUN5SnJmUXxBQ3Jtc0tsX2lGMUUwcl80b0RBQVQ4aHpkUzhzYUNJU1JrU2lDZTZicTVzMTRQeVNlZmZMb2xoYXZ5S245bmNhMEhrdkprVnR1UFVyZ196Rk9aWjVXV1hJUi0yejMxT0dxbkhYR3F1MzhIVDQ2cUxCcEN5U0h6TQ&q=https%3A%2F%2Fwww.aimtal.com%2Fblog&v=2nLsVEGUsE8]  💌Subscribe to Aimtal’s monthly email newsletter here: https://www.aimtal.com/newsletter [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3J6WlhlUHd3NjBzY2VaNndRb0ctOEJQS2Mwd3xBQ3Jtc0tsVFR2aHpWaWRkU09qbGxIOU9pRUFZcXIyaVo4SFVKTFNTRldfTDMwd1ZyT1l0S2pma0EzeGlBdUpvMEZocUxIdFZZVkFKU0pVX2lLbm9lVHk2SFNqc0Z2bnBRODVhaUw2YjRNb2pvNEJ6NjJCVWRGTQ&q=https%3A%2F%2Fwww.aimtal.com%2Fnewsletter&v=2nLsVEGUsE8]

How to Build Authority in the age of AI through thought leadership

In this milestone 10th episode of Called to Action, Janet Mesh, host & CEO of the show, and Tucker Delaney-Winn, co-host and Growth Marketing Lead at Aimtal, dive deep to discuss and reveal the importance of thought leadership content in B2B marketing and how to achieve AI authority ranking online.  High-quality thought leadership is a powerful approach to engage hidden buyers in B2B buying committees —  folks who actively seek content that offers fresh insights and challenges assumptions, often more so than traditional marketing materials. It’s important that the content is delivered in a human, approachable, and visually engaging format. AI-powered "answer engines" also prioritize human authority and diverse content distribution across multiple channels. In this episode, you’ll get actionable insights on: 🕵🏼‍♂️ The hidden buyers in your B2B buying cycle: Learn about the often-overlooked internal stakeholders (finance, legal, procurement) who significantly influence B2B purchasing decisions, with 55% using thought leadership for vetting.  🧠 The power of quality thought leadership: High-quality thought leadership is proven to be more effective than traditional marketing or product information in influencing B2B leaders 🤳🏾 The most optimal content formats to create: Prioritize quick, bite-sized, human-toned content, especially video, which is 3x more likely to be cited in Google AI overviews and drives 1200% higher engagement 🎯 How to position your content for AIO and LLMO ranking: Master the E-E-A-T framework (Experience, Expertise, Authoritativeness, Trustworthiness) and learn why you need to distribute content across multiple trusted channels (LinkedIn, YouTube, Reddit) in order to fuel Large Language Models (LLMs) and enhance brand visibility 💬 Connect with Aimtal on social media: ➡️ LinkedIn:   / 11839247  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbmE2WHpiSXBJOFp1U0ZQVG52UmpCYUY4ZWlVd3xBQ3Jtc0tsSkR2MmZiV0lteFAwWlFZa185ZnB0bk9DTWZWa25XbndnVEhoc1NVSTVheTAyWThZeVY1UWJSSXUtT3F4NFJ1VDU5Q1VSS190cV9UcFJsNzBzekFwNEgwejRMOXZDSUdPZjhEYm0tUEdRQjU2RXMwZw&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2F11839247%2F&v=XqceJEf7PEw]  ➡️ Instagram:   / aimtal_co  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbmpyQ3RzQ195NVduQUpDaGJoQnZQZEdqOFdUd3xBQ3Jtc0tuSVpuVGZfTU1ZZGlweWl2NjNpcVNNVGhjcTNraExLNjVubDRaZWNuemNYUVppOTZlUm9qM2RVemlPaHJfXzlzbGstRy00V3ZIUzYxVW83bzNJUGl5cS1aeWJQT2ZJQTNraUVfM2tCQ0dDU1NqSEdrRQ&q=https%3A%2F%2Fwww.instagram.com%2Faimtal_co%2F&v=XqceJEf7PEw]  ➡️ Blog: https://www.aimtal.com/blog [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqa3JabGUwMW1oYWRudmxPX0YxdktkQ2ZVOXlEUXxBQ3Jtc0ttekY2MG9hTVdUUmFwQ3JpWkptXzdISVRYa1ZjR1RoYjM3TWJMeF9Eb2gzbzdxbUFSZ19WQlRiQzUxQ0lFYk5WR2Fsb3FaZHFFSzQtVURJaHpTTHJVOUs5MnkwWnJRWnZQLUF6NUNUZUsxcE1CSHZ4Zw&q=https%3A%2F%2Fwww.aimtal.com%2Fblog&v=XqceJEf7PEw]

LinkedIn Ads that Actually Work: AJ Wilcox Reveals His Top LinkedIn Secrets

In this episode of Called to Action, Aimtal’s CEO Janet Mesh and co-host Tucker sit down with LinkedIn Ads expert AJ Wilcox — founder of B2Linked and host of the LinkedIn Ads Show podcast. Together, they unveil a powerhouse of strategies to supercharge your LinkedIn advertising efforts. Whether you’re looking to build brand awareness, influence a growing B2B buying committee, or level up your thought leadership game, this episode has something for every marketer looking to make an impact. What you’ll learn in this episode: ✔️ The proven 3-stage LinkedIn Ads funnel that turns impressions into pipeline ✔️ How to win over today’s complex B2B buying committees with tailored ad strategies ✔️ Why thought leadership isn’t optional and how to balance personal and brand content ✔️ Real-world ad performance insights from campaigns with Cisco’s Outshift ✔️ Tips for building trust, staying top-of-mind, and aligning paid and organic efforts 📝 LinkedIn Study: Building Brand Trust in an Era of Innovation: https://business.linkedin.com/marketi... [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbHZNRV9IRzViRzVETmthNjhXWGZObWJNaF9KUXxBQ3Jtc0tsTnJvSEdtR0hta1FjcUtkcGwzQW5ER1Z1M2dtQTFOdnQ1aXlXM1VuNlU1ak5qMTdUcUNGZ0lNR2FiSE5SN19RT2tZMXVLN19uZWYwaDJ4TXhKa19FcUIzU0F2Z2tKMUt0dkNFWTRBdmFzbkFoOWhVYw&q=https%3A%2F%2Fbusiness.linkedin.com%2Fmarketing-solutions%2Fsuccess%2Ftech-i-and-c-research%3Fsrc%3Dli-inpo%26trk%3Dicbgrlmsi4&v=haFptu1knU0] 🚨 Bonus: AJ and Tucker sip on three of AJ’s favorite root beers throughout the episode. Grab a bottle and play along! 💬 Connect with Aimtal on social media: ➡️ LinkedIn:   / aimtal  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbUFmVnJsaks5U2lZbzk5MUJpNnNreEVrZDFiUXxBQ3Jtc0tubW0zbl9sYkdSaU9pZHg3VS1iVGZKWUZmMHFCNzg2aVJFWlRKLWdIQU40MFJGT3gzaElMVGpTSU9YU2VHNlc2SURQN0VtZTdoVU1JbzlmOGxmZTI1dkRIbEg1VTBWeUtLWlNXRmQ5MDZDd2kwQ1JvTQ&q=https%3A%2F%2Fwww.linkedin.com%2Fcompany%2Faimtal%2F&v=haFptu1knU0]➡️ Instagram:   / aimtal_co  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbml5YWhGQ0htWmV3aGFhSi0tVHUwSzJRZVU1Z3xBQ3Jtc0tuY3ljanBIZDh2dG5NMXFVRS1IV3RjUzdQbHhuTi1IV0Rwam0wZ1VhMUlyTHpMMW5VSFM5WWM0clFmX3pwQWhuN1dWVHROaGt6eWZZajdCUm1jaHd0TWxycmZpZTNHMk1lLUU3R050TVljSE5Zd3NxRQ&q=https%3A%2F%2Fwww.instagram.com%2Faimtal_co%2F&v=haFptu1knU0]➡️ Blog: https://www.aimtal.com/blog [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbkRQWVdpM0VkRXpub1pMcG9ySHAyWVJSTUZ0UXxBQ3Jtc0tsZTJRa3pRamhoT1hWWXdRY3RTUUtOQllrb3JDNlZYdDFoME9nODVFZDM0Sl84TlBhX3NGdmJEMENZV0xTWnJvQzBSZDZ2ZF9ReEVNc0Y1Q1JGbVo0Z3FjdUczVG9NTUtXMlliQnFNcUxpY2hTMXVHbw&q=https%3A%2F%2Fwww.aimtal.com%2Fblog&v=haFptu1knU0] 💬 Connect with AJ Wilcox: ➡️ LinkedIn:   / wilcoxaj  [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqazRVRHo2OGJ3UU1yWURCeXl5OHp6T0lHNk41QXxBQ3Jtc0ttVVZNWHhlVmM2UzdzNGpBbEdUMnVSNC1ZN3ZFVUxLa01ndXFsdUFITG9HMm84OHdjN2pfbGtaMFotV013SjNrYzdnYUZ6WnFrLXpkYXhtVXFiWUV1V3phcFpFcXJPLUtUSkZoMmQ2RldoZllYSHRIWQ&q=https%3A%2F%2Fwww.linkedin.com%2Fin%2Fwilcoxaj%2F&v=haFptu1knU0]➡️ Website: https://b2linked.com/ [https://www.youtube.com/redirect?event=video_description&redir_token=QUFFLUhqbEtSUlZjX1dWcEFiaWYtbjVLTTdlNlBrY3dxd3xBQ3Jtc0ttU0RtRXNTeUkxS25uQlBJVUJkUXhzS2x6RVA2dFVfdk9LdmdnMTdNMEkzdlI3U1dsNnRqODRyOGFVR0xaWEg5Y0VrNHI5ZWlLa2dMb20zTFFRcnEtWHI5U19lcUJQYWE4YmFOU0dZdTNmNHR1VHZlNA&q=https%3A%2F%2Fb2linked.com%2F&v=haFptu1knU0]