The New Rules of AEO Measurement and Marketing

Brands are no longer the sole authors of buyer perception. LLMs like ChatGPT and Claude increasingly shape that perception before buyers ever engage directly. Before prospects visit your website, an LLM has already compared your company with competitors, evaluated your strengths and weaknesses, and decided whether you belong on that enterprise shortlist.

​More than 60% of B2B buyers are using AI in their purchase journey (TrustRadius, 2025).  LLMs and AI are quickly becoming the new buyer intermediaries that not only help B2B customers discover and decide on your brand but will also start deciding for them.

​In this fireside chat, Lora Kratchounova, Principal at Scratch Marketing + Media, and Mike Ensing, Co-Founder and CEO of Revere, Inc., will tackle the questions keeping enterprise B2B marketers up at night: How do you measure brand presence on AI and what are the right metrics? How do you earn a fair seat at the LLM table? How do you ensure your brand is visible, accurately represented, and recommended when it matters? Which gaps can you control and close?

We’ll discuss

​What the marketers get right and wrong about AEO: Why visibility is important, but treating mentions as the ultimate measure of success can create a false sense of progress.

​​Why LLMs are not search engines, but the new buyer intermediary: How to win the new battle with your all-powerful AI intermediary – what are the key differences from search and how does that impact what to measure and what you can do about it?

​The metrics that matter beyond visibility: Mentions and citations are only a small part of the equation in AEO. It is not only whether you were mentioned, but how you were mentioned, what the LLM will tell the customer about your brand, and ultimately, will the LLM choose your brand. 

Meet the new prospect and customer counselor – your answer-led website: ​Why buyers arriving from LLMs are often more informed and further along in their journey and how websites must evolve to answer their questions and support real-time decision-making.

​Turning AI insights into GTM priorities: ​How AI assessments can expose weaknesses across positioning, reputation, customer experience, product, community engagement, and how to go about fixing those.  We will discuss a six-pillar framework to discuss how to market to LLMs versus simply optimizing for AI Search

​The session will also include a visual walkthrough of a real-world AI brand assessment, showing how companies can identify where they are being overlooked, misrepresented, or outperformed by competitors.

​Who should attend

​CMOs, CCOs, brand and communications leaders, demand generation teams, content and digital leaders, and other B2B technology executives responsible for positioning, reputation, pipeline, and growth.