Orange Marketing, a top-10 Diamond HubSpot Partner focused on B2B revenue operations and marketing execution, has announced the results of an Answer Engine Optimization (AEO) engagement with Funnel Clarity, a B2B sales training and consulting firm. The initiative was designed to improve visibility across emerging AI-driven search and recommendation platforms, including ChatGPT, Google AI Overviews, and Perplexity.
Following a targeted AEO audit and six strategic website enhancements, Funnel Clarity achieved a 15% conversion rate from AI-referred contacts—five times higher than the 3% conversion rate generated through traditional organic search channels. The company also began seeing measurable results within one month of implementation through HubSpot tracking.
Orange Marketing helped Funnel Clarity improve visibility across AI-driven search platforms through Answer Engine Optimization (AEO).
AI-referred contacts converted at 15%, compared to 3% from organic search.
Results became visible within one month through HubSpot AI referral tracking.
The engagement focused on six technical improvements, including schema updates, FAQ consolidation, and AI crawler accessibility.
Funnel Clarity optimized its website to improve AI discoverability, trust, and recommendation potential.
The case highlights the growing importance of AI search visibility for B2B lead generation and customer acquisition.
As AI-powered search experiences increasingly influence how B2B buyers evaluate vendors, organizations are facing new challenges around discoverability and trust.
Although Funnel Clarity had developed a strong reputation in sales consulting and maintained a content-rich website, the company identified a growing issue: its expertise was difficult for AI systems to find, verify, and recommend effectively.
Several structural issues contributed to the challenge. Buyer-focused content was fragmented across multiple pages, company information lacked detailed human credibility signals, page titles emphasized branding over clarity, and schema markup had become outdated. Additionally, privacy and terms pages remained blocked from AI crawlers due to legacy SEO settings.
Recognizing the shift in buyer behavior, Funnel Clarity sought to better understand how AI platforms evaluate and surface business information before making changes.
"We're a data-backed company. We didn't want a knee-jerk reaction. We wanted to find out what the hard data said about how to shift our strategy to become more visible to AI.”
— Tyler Vance, Director of Client Engagement, Funnel Clarity
Orange Marketing conducted a comprehensive AEO audit using AI Trust Signals, a proprietary assessment tool designed to evaluate AI readability and trustworthiness across multiple factors.
The company also implemented HubSpot AI referral source tracking, allowing Funnel Clarity to measure the direct impact of optimization efforts from the outset.
According to Orange Marketing, the audit revealed several common visibility gaps that are often overlooked by traditional SEO tools but can significantly impact how AI systems interpret and recommend content.
"Funnel Clarity had strong authority, but gaps that are incredibly common and completely invisible to standard SEO tools. The fixes were clear, fast, and didn't require a content overhaul.”
— Rebecca Gonzalez, CEO of Orange Marketing
The optimization effort focused on six targeted improvements designed to strengthen AI discoverability and trust signals.
Key changes included consolidating FAQ content to better align with buyer questions, enhancing the depth and credibility of the About Us page, rewriting page titles for greater clarity, removing restrictions that prevented AI crawlers from accessing critical pages, adding a contact-page response commitment, and updating schema markup directly within HubSpot CMS.
Notably, the project did not require a major website redesign or extensive content redevelopment. Instead, the focus remained on improving content structure, accessibility, and machine-readable trust signals.
While the increase in conversion rates was significant, the engagement also revealed important insights into buyer behavior.
According to Orange Marketing, contacts arriving through AI-powered search and recommendation engines demonstrated stronger purchase intent than visitors from traditional organic search channels. These buyers typically completed much of their vendor research before initiating contact, arriving with a clearer understanding of available options and a higher degree of qualification.
The findings suggest that as AI search platforms become a larger part of the B2B buyer journey, organizations that optimize for AI visibility may benefit from higher-quality leads and more efficient sales processes.
The Funnel Clarity engagement highlights the growing role of Answer Engine Optimization in modern B2B marketing strategies. As AI-driven search platforms continue reshaping how buyers discover and evaluate vendors, organizations are increasingly focusing on structured content, trust signals, and AI accessibility to improve visibility and drive stronger business outcomes.
Orange Marketing is a HubSpot Diamond Partner specializing in B2B and Nonprofit Revenue Operations and Marketing / GTM execution. With 150+ five-star reviews, Orange provides expertise in CRM migrations, remediations, automation, content strategy, and RevOps. Orange Marketing helps B2Bs and NonProfits grow with HubSpot by offering implementation, optimization, and operational support across all Hubs: Sales, Marketing, Content and Service (Help Desk).
For more information, visit https://www.orangemarketing.com.
Funnel Clarity is a research-driven sales training and performance improvement company founded by Tom Snyder, former CEO of Huthwaite, and Sales Expert and Coach Jill Ulvestad. The company combines the science of human performance with modern sales methodology to deliver measurable results across prospecting, qualification, consultative selling, and sales coaching. Based in Bethesda, Maryland, Funnel Clarity serves B2B organizations through online, on-site, and hybrid training engagements.
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