HubSpot acquires XFunnel: Optimization for AI

HubSpot is betting on AI optimization. Here's what it means for your online visibility.

Not so long ago, the ultimate goal of any content strategy was well known: to reach the top position on Google.

Today, it's different. Your prospects aren't just Googling their questions, they're querying ChatGPT, Claude, Perplexity or Gemini. And if these AIs don't mention your brand in their answers, for a growing proportion of your audience, you do not exist.

It's precisely to address this critical issue that HubSpot has just announced the acquisition of XFunnel, a pioneering platform in language model optimization (LLM).

XFunnel: Earning the response rather than the click

Until now, SEO has been about seducing a ranking algorithm to get a click. With generative AI, we've entered the era of GEO (Generative Engine Optimization).

The objective is no longer simply to appear in a list of links, but to be the source of truth used by the AI to build its response. XFunnel has developed a technology capable of analyzing how LLMs perceive your brand and how to structure your content so that it is recommended by these models.

Why is HubSpot banking on this technology?

By integrating XFunnel, the platform is sending out a clear message: the future ofmarketing automation and customer relations lies with AI.

This acquisition will enable the platform's users to:

• Understand their share of voice in AI: Know how often and in what context your brand is quoted by chatbots.
• Optimize content automatically: Receive recommendations to make your blog posts and pillar pages more readable and credible in the eyes of AIs.
• Control the narrative: Ensure that the information relayed by the algorithms about your products is accurate.

What this means for your strategy

For our customers, this news validates an approach we've been advocating for a long time. Technical and editorial quality come first, especially in a demanding B2B marketing context.

AIs prefer content that is structured, authoritative and offers real added value.

Here are the 3 pillars to watch out for right now:

• The structure of your data: Is your site technically fit to be read by a robot? A web performance analysis is often the first step in identifying these blockers.

• The authority of your content: Are you producing in-depth articles or original reports - the pillars of a sustainable Inbound Marketing strategy - that AIs will want to cite as a reference?

• User experience: time spent on page and interaction remain strong signals of relevance, even for AIs.

HubSpot's acquisition of XFunnel raises a fundamental question for marketing decision-makers: how do you ensure that your brand is recommended by generative AIs?

The answer no longer lies in keywords alone, but in the technical structuring of your data and the authority of your content. For Quebec-based companies, the shift towards GEO(Generative Engine Optimization) means perfectly aligning your technological infrastructure with your editorial strategy. It's no longer a question of seeking clicks, but of becoming the source of truth.

At Parkour3, we integrate these new standards directly into the heart of our HubSpot implementation solutions and website development projects. By consolidating your content strategy, you'll go from being a simple search result to an essential reference for your industry.