How to turn ChatGPT into your best pipeline source

10/08/25
Source: Kyle Poyar’s Growth Unhinged by Kyle Poyar. Read the original article

TL;DR Summary of How Docebo Leveraged AI SEO to Boost High-Intent B2B Leads by 429%

Docebo’s strategic use of AI-driven SEO and answer engine optimization (AEO) has propelled AI discovery to account for 12.7% of their high-intent leads, a 429% increase year-over-year. Their success hinges on targeting late-funnel, high-value keywords, rigorous content optimization for large language models, and measuring performance through branded search and AI query share-of-voice. By deploying a modern tech stack and a dedicated SEO/AEO specialist, Docebo demonstrates that consistent, data-backed AEO efforts can deliver tangible pipeline growth in competitive B2B markets.

Optimixed’s Overview: Unlocking B2B Growth with AI-Powered SEO and Answer Engine Optimization

Introduction to AI SEO and Its Growing Impact on B2B Lead Generation

With AI discovery platforms like ChatGPT gaining enormous traction, B2B companies face a new paradigm where traditional SEO must evolve. Docebo, a learning management system provider, exemplifies how integrating answer engine optimization (AEO) with SEO strategies can dramatically enhance lead quality and volume. Their approach reveals key lessons for marketers aiming to thrive within AI-powered search environments.

Key Learnings from Docebo’s AI SEO Journey

  • Measure AI Search Performance Accurately: Docebo combines branded search traffic, share-of-voice in AI queries, and direct customer attribution via mandatory feedback to pinpoint AI discovery’s impact on pipeline.
  • Focus on Late-Funnel Keywords: They identified approximately 200 “money keywords” representing enterprise buyer intent through analysis of sales call transcripts and third-party search data, targeting queries AI overviews can’t easily replace.
  • Optimize Content for LLMs: Content is meticulously updated with recent publication dates, clear personas, tables over images, FAQs, and competitor-neutral language to appeal to large language models and improve AI search visibility.
  • Leverage a Modern Tech Stack: Tools like AirOps automate content workflows from keyword research to publishing, while AI monitoring platforms such as Xfunnel enable share-of-voice tracking and A/B testing for AI visibility.

The Changing Nature of Search and Brand Importance

Docebo’s data shows that 85% of search clicks are now branded, indicating buyers often consult AI platforms for recommendations before directly searching brands. This “dark funnel” reduces direct website visits but increases the criticality of brand metrics as growth indicators. Marketers must therefore:

  • Prioritize building brand awareness within AI-driven ecosystems.
  • Adapt attribution models to capture AI-influenced discovery accurately.
  • Prepare for content consumption occurring within AI platforms without traditional click-through.

Future Directions and Strategic Implications

Docebo plans to extend their AI SEO efforts to user-generated content channels like Reddit, which heavily influence AI model outputs. Their experience underscores that consistent, focused AEO work combined with data-driven prioritization is essential to converting AI search trends into real business pipeline growth.