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[Free HubSpot CRM](https://www.hubspot.com/products/crm) [Overview of all products](https://www.hubspot.com/products/get-started) - ### Marketing Hub Marketing automation software [Free and premium plans](https://www.hubspot.com/products/marketing) - ### Sales Hub Sales software [Free and premium plans](https://www.hubspot.com/products/sales) - ### Service Hub Customer service software [Free and premium plans](https://www.hubspot.com/products/service) - ### Content Hub Content marketing software [Free and premium plans](https://www.hubspot.com/products/content) - ### Data Hub Data management software [Free and premium plans](https://www.hubspot.com/products/data) - ### Revenue Hub CPQ, billing, and payments software [Free and premium plans](https://www.hubspot.com/products/revenue) - ### Smart CRM AI-powered, flexible CRM software [Learn more](https://www.hubspot.com/products/crm/ai-crm) - ### Agent Hub Your central home for building and managing AI agents across the platform [Learn more](https://www.hubspot.com/products/artificial-intelligence) - ### Small Business Bundle The Starter edition of each product, built for startups and small businesses [Learn more](https://www.hubspot.com/products/crm/starter) - ### AEO (Beta) Answer engine optimization tools that track and improve your brand's visibility in AI results [Learn more](https://www.hubspot.com/products/aeo) - ### HubSpot Marketplace Connect your favorite apps to HubSpot [See all integrations](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - By Team Size - Why HubSpot? - ## Marketing - ### [Generate leads](https://www.hubspot.com/use-case/generate-leads) Convert visitors into contacts for your database. - ### [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) Create campaigns with automation and AI. - ## Sales - ### [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) Generate a pipeline of high-quality prospects. - ### [Close deals](https://www.hubspot.com/use-case/close-more-deals) Streamline your process and close more deals faster. - ## Customer Service - ### [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) Support customers at scale with AI and a help desk. - ### [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) Identify opportunities to improve customer health. - ## Content - ### [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) Easily craft content for your audience, with help from AI. - ### [Manage content](https://www.hubspot.com/use-case/manage-content) Organize, update, and distribute content in one place. - ## Startups & Small Businesses - ### [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) Generate leads through content, AI, and automation. - ### [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) Prospect smarter and automate payments. - ### [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) Unify your team and data on one platform. - ## Artificial Intelligence - ### [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) Scale customer service with an AI customer agent. - ### [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) Identify and engage high-value leads with an AI prospecting agent. - ### [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) Get instant answers about your customers with an AI data agent. ## By Team Size - ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) - ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) ## Why HubSpot? - ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) - ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) - ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - Products Products - ## The HubSpot Customer Platform All of HubSpot's marketing, sales, and customer service software on one agentic platform. - [__Free HubSpot CRM__](https://www.hubspot.com/products/crm) - [__Overview of all products__](https://www.hubspot.com/products/get-started) - [ \ __Marketing Hub__ \ Marketing automation software](https://www.hubspot.com/products/marketing) - [ \ __Sales Hub__ \ Sales software](https://www.hubspot.com/products/sales) - [ \ __Service Hub__ \ Customer service software](https://www.hubspot.com/products/service) - [ \ __Content Hub__ \ Content marketing software](https://www.hubspot.com/products/content) - [ \ __Data Hub__ \ Data management software](https://www.hubspot.com/products/data) - [ \ __Revenue Hub__ \ CPQ, billing, and payments software](https://www.hubspot.com/products/revenue) - [ \ __Smart CRM__ \ AI-powered, flexible CRM software](https://www.hubspot.com/products/crm/ai-crm) - [ \ __Agent Hub__ \ Your central home for building and managing AI agents across the platform](https://www.hubspot.com/products/artificial-intelligence) - [ \ __Small Business Bundle__ \ The Starter edition of each product, built for startups and small businesses](https://www.hubspot.com/products/crm/starter) - [ \ __AEO (Beta)__ \ Answer engine optimization tools that track and improve your brand's visibility in AI results](https://www.hubspot.com/products/aeo) - [ \ __HubSpot Marketplace__ \ Connect your favorite apps to HubSpot](https://ecosystem.hubspot.com/marketplace/apps) - Solutions Solutions - By Use Case - ## Marketing - [Generate leads](https://www.hubspot.com/use-case/generate-leads) - [Automate marketing](https://www.hubspot.com/use-case/automate-marketing) - ## Sales - [Build pipeline](https://www.hubspot.com/use-case/build-sales-pipeline) - [Close deals](https://www.hubspot.com/use-case/close-more-deals) - ## Customer Service - [Scale support](https://www.hubspot.com/use-case/scale-customer-service-support) - [Drive retention](https://www.hubspot.com/use-case/drive-customer-satisfaction) - ## Content - [Create content](https://www.hubspot.com/use-case/create-content-for-customer-journey) - [Manage content](https://www.hubspot.com/use-case/manage-content) - ## Startups & Small Businesses - [Find and reach customers](https://www.hubspot.com/use-case/find-and-reach-customers) - [Grow sales and get paid](https://www.hubspot.com/use-case/grow-sales-and-get-paid-faster) - [Organize customer data](https://www.hubspot.com/use-case/understand-and-organize-customer-data) - ## Artificial Intelligence - [Resolve customer queries 24/7](https://www.hubspot.com/products/artificial-intelligence/ai-customer-service-agent) - [Automate sales prospecting](https://www.hubspot.com/products/sales/ai-prospecting-agent) - [Research customers faster](https://www.hubspot.com/products/artificial-intelligence/ai-data-agent) - By Team Size - ## By Team Size -  ### For Small Businesses & Startups HubSpot’s all-in-one Starter Customer Platform helps your growing startup or small business find and win customers from day one. [Learn more about HubSpot’s Starter Customer Platform](https://www.hubspot.com/products/crm/starter) -  ### For Enterprises With HubSpot’s integrated Enterprise Customer Platform, you don’t have to sacrifice power for ease of use. [Learn more about HubSpot’s Enterprise Customer Platform](https://www.hubspot.com/products/crm/enterprise) - Why HubSpot? - ## Why HubSpot? -  ### Why Choose HubSpot? After just one year, HubSpot customers acquire 129% more leads, close 36% more deals, and see a 37% improvement in ticket closure rates. [Learn more about why how HubSpot’s solution is different](https://www.hubspot.com/why-choose-hubspot) -  ### Case Studies Explore examples of companies like yours from all over the globe that use HubSpot to unite their teams, empower their businesses, and grow better. [See all case studies](https://www.hubspot.com/case-studies) -  ### Spotlight: Product Updates Learn about HubSpot’s featured product releases and announcements in this semi-annual product showcase. [Explore product updates](https://www.hubspot.com/spotlight) - [Pricing](https://www.hubspot.com/pricing/marketing) - Resources Resources - ## Featured Links - [Spotlight: Product Updates](https://www.hubspot.com/spotlight) - [What's New in HubSpot](https://www.hubspot.com/new) - [Why Choose HubSpot?](https://www.hubspot.com/why-choose-hubspot) - [Sustainability](https://www.hubspot.com/sustainability) - ## Community & Events - [UNBOUND Event](https://unbound.hubspot.com/) - [Webinars](https://www.hubspot.com/resources/webinar#resource-library-page-headers) - [HubSpot Community](https://community.hubspot.com/) - [HubSpot User Groups](https://www.hubspot.com/hubspot-user-groups) - ## Partners - [Solutions Partner Program](https://www.hubspot.com/partners/solutions) - [Technology Partner Program](https://www.hubspot.com/partners/app) - [Affiliate Partner Program](https://www.hubspot.com/partners/affiliates) - [Education Partner Program](https://academy.hubspot.com/education-partner-program) - [Startup Partner Program](https://www.hubspot.com/startups/partners) - ## Education - [The Loop Marketing Playbook](https://www.hubspot.com/loop-marketing) - [What Is Inbound Marketing?](https://www.hubspot.com/inbound-marketing) - [HubSpot Blogs](https://blog.hubspot.com/) - [Free Courses & Certifications](https://academy.hubspot.com/) - [Ebooks, Guides & More](https://www.hubspot.com/resources) - [HubSpot Knowledge Base](https://knowledge.hubspot.com/) - ## Tools - [Website Templates](https://ecosystem.hubspot.com/marketplace/templates) - [Developer Tools](https://developers.hubspot.com/) - ## Services - [Onboarding](https://www.hubspot.com/services/onboarding) - [Migration](https://www.hubspot.com/services/professional/migrations) - [Premium Support](https://www.hubspot.com/services/premium-support) - [Hire a Solutions Partner](https://ecosystem.hubspot.com/marketplace/solutions) - About About - [About Us](https://www.hubspot.com/our-story) - [Careers](https://www.hubspot.com/careers) - [Contact Us](https://www.hubspot.com/company/contact) - [Investor Relations](https://ir.hubspot.com/) - [Management Team](https://www.hubspot.com/company/management) [Start free or get a demo](https://www.hubspot.com/products/get-started) [Log in](https://app.hubspot.com/login) - English Select a language - [日本語](#) - [Deutsch](#) - [English](#) - [Español](#) - [Português](#) - [Français](#) - High Contrast - [Customer Support](https://help.hubspot.com/) - [Contact Sales](https://offers.hubspot.com/contact-sales) - [Case Studies Overview](https://www.hubspot.com/case-studies) - [Directory](https://www.hubspot.com/case-studies/directory) - Sandler  # How Sandler Gets Enterprise Sales Teams Found by Modern Buyers Before the First Sales Call with HubSpot's AEO Professional Services 1,000+ employees  - 8,000 New website visitors in weeks - 10% YOY increase in conversions - 92% Decrease in reporting time Use Cases - Close Deals Products - [Marketing Hub](https://www.hubspot.com/products/marketing) ### Story Overview Sandler used HubSpot AEO to make its brand visibility measurable across ChatGPT, Gemini, and Perplexity — driving 8,000 new visitors, 4,000 ICP-fit prospects, and a 10% YoY lift in account conversions. ### About Company Sandler Systems, LLC is one of the world's most recognized sales performance solutions companies, equipping enterprise sales teams of 500+ sellers to sell effectively to the modern buyer. #### The Background Sandler is one of the most recognized names in sales training and performance globally. For more than five decades, the company has equipped enterprise sales organizations, the leaders, enablement teams, and frontline sellers inside companies with 500 or more reps — with the methodology, processes, and technology to sell effectively at scale. Peers see Sandler as credible and aspirational because it sits at the intersection of methodology and modern enablement, and because it is willing to evolve its own playbook as buyer behavior changes. That willingness has never mattered more. The modern B2B buyer behaves fundamentally differently than they did even a few years ago. They research through answer engines instead of search results. They arrive at sales calls with strong opinions formed before any rep gets a chance to engage. They expect hyper-relevant conversations from the first second. Sales organizations that can't adapt to this new buyer lose deals before reps ever get on the phone. Sandler's mission is to make sure their customers don't lose those deals. But to deliver on that promise, Sandler had to first reckon with the same shift inside its own marketing. #### The Challenge __When the Buyer Stops Coming to Your Website__ Sandler's enterprise customers were watching their top-of-funnel disappear. The sales leaders and enablement teams they served, the people who depend on Sandler to help them sell to the modern buyer, were seeing their own prospects research through ChatGPT, Gemini, and Perplexity instead of clicking through Google. Buyers were forming opinions about vendors, narrowing their shortlists, and sometimes making decisions before ever landing on a website. For Sandler to credibly teach 500-seller sales organizations how to navigate that shift, it had to navigate it first. And inside Sandler's own marketing function, the same erosion was happening in real time. Emily Davidson, Director of Enterprise Marketing at Sandler, was the one carrying that pressure. Operating in a post-acquisition environment with a leaner team and limited resources, she was accountable for proving the ROI of every motion while answering the question every CMO is now being asked: *what are we doing about AI?* She needed an answer leadership across the newly acquired portfolio could stand behind.  __Flying Blind Through a Channel That Didn't Exist Yesterday__ The honest answer was that no one really knew. Sandler had no way to see how often its brand was being cited in AI-generated answers, no way to compare against competitors, and no clear starting point for a content strategy that would actually influence those answers. Existing tools either gated the data or stopped at the snapshot. Sandler was stitching together signals from Google Analytics, Semrush, and paid search campaigns to guess at AI-driven traffic, roughly 16 hours a week of manual reporting that still left the picture incomplete. "You're kind of throwing darts at a wall, hoping something sticks," Emily said. "Search terms do not equal what prompts people are typing in. That is a very big difference. You can search for something and have results come up. But when you type in a prompt, you want an answer. How do we become part of the answer?" That was the harder problem. Without visibility, Sandler couldn't measure its presence in the channel where its customers' buyers were now making decisions. Without a strategy, leadership had nothing defensible to point to. And without speed, the gap between Sandler and a more AI-native competitor would widen month by month — exactly the gap Sandler exists to help its own customers close. #### The Solution __Giving Buyers a Reason to Find Sandler in the Answer__ The buyers Sandler's customers needed to reach weren't searching anymore, they were prompting. They were asking answer engines for the best sales training and enablement providers, the right methodologies for enterprise sales teams, the most credible partners for organizations with 500+ sellers. To stay relevant to its own customers, Sandler had to become part of those answers. Emily turned to HubSpot AEO. She set the tool up with Sandler's website, ICP, competitor domains, and product details, and the dashboard immediately scanned ChatGPT, Gemini, and Perplexity to return a single Brand Visibility Score across all three engines, plus a competitive ranking view showing exactly where Sandler stood against the names buyers were comparing them to. For the first time, Emily could see the channel. She could watch the score move when new content was published. She could see which prompts triggered Sandler mentions and which ones didn't. The 16 hours a week of stitching together half-signals collapsed into a 15-minute daily check-in.  __From Insight to Action: The Recommendation That Closed the Loop__ Visibility was the first step. The harder part, the part other tools never solved, was knowing what to actually do about it. Using HubSpot AEO's prompt suggestions, Emily's team built targeted prompts segmented by ICP, product line, and region — the questions Sandler's enterprise buyers were likely asking answer engines. Where Sandler ranked low on a given prompt, HubSpot AEO surfaced a specific, executable content recommendation. For one prompt about top sales training and AI analytics platforms, the tool recommended creating a listicle on a blog page covering exactly that topic, with guidance on the language and structure most likely to be cited. That was the moment AEO stopped feeling like a dashboard and started feeling like a strategy. "This is where it goes beyond the data and the snapshot," Emily said. "It makes it actionable in my marketing strategy. I love the blunt — just *what do I do about this?* Here's the recommendation." Within weeks, AEO had become a driving force in Sandler's content strategy — shaping how the team thought about blogs, FAQs, and every piece of content they published. The team checked the brand mention rate and citation breakdown daily, building content around prompts instead of keywords. #### __The Transformation__ __The Buyers Sandler's Customers Need to Reach Are Finding Sandler Again__ The first sign that something had shifted came from the buyers themselves. The sales leaders, enablement directors, and enterprise decision-makers Sandler serves started arriving on the website again, this time through answer engine citations instead of paid search. In a few weeks, AEO-driven content brought 8,000 new visitors to the site. Half of them,4,000 were ICP-fit prospects matching Sandler's Network and Enterprise personas, the exact 500+ seller organizations Sandler is built to serve. And these visitors converted at 2.7 percentage points higher than typical marketing-sourced traffic. They weren't browsing. They had already done their research inside an answer engine, decided Sandler was worth a closer look, and arrived ready to engage. That ripple landed in the pipeline: 12 new account conversions, a 10% year-over-year increase, and a measurable two-point lift in Brand Visibility Score that drove more form fills, more MQLs, more SQLs across the funnel. The deals are moving faster, too. AEO-sourced opportunities are progressing through the pipeline at a noticeably quicker clip than other marketing-sourced deals, because the buyer arrives further along in their decision than buyers used to. From Throwing Darts to a Defensible Answer The internal shift was just as significant. Emily no longer walks into leadership meetings without a story. The post-acquisition pressure to prove the ROI of marketing's AI strategy now has a clean answer: a daily-tracked Brand Visibility Score, a content engine tied to specific recommendations, and a measurable line from prompt-level performance to pipeline. The team plans content around prompts, not keywords. Decisions about what to publish are tied to specific HubSpot AEO recommendations and tracked against brand visibility movement. Conversations with leadership have shifted from "what should we do about AI?" to reviewing measurable wins. And the broader portfolio, newly acquired sister brands also wrestling with the AEO question, now has a model to point to. For Emily, the shift is personal as much as professional. She went from being the marketer who had to apologize for not having a clean answer on AI to the one whose practice gets cited as the example. "Before HubSpot AEO, we were piecing together signals and hoping something stuck. Now I open one dashboard, see exactly where we're showing up, and know what content to build next. It changed how I do my job — and how I show up for leadership." Table of Contents Table of Contents - [The Background](https://www.hubspot.com#the-background) - [The Challenge](https://www.hubspot.com#the-challenge) - [The Solution](https://www.hubspot.com#the-solution) - [The Transformation](https://www.hubspot.com#the-transformation)  > HubSpot AEO turned a question we couldn't answer into a strategy we run every day. It drove 8,000 new visitors, 4,000 of them ICP-fit, and a 10% year-over-year lift in account conversions — and it gave Sandler a defensible answer to the AI question we'll keep building on. Emily Davidson Director of Enterprise Marketing [Sandler](https://sandler.com/) [](https://sandler.com/)  ### Start Growing With HubSpot Today With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier. [Get a demo](https://offers.hubspot.com/crm-platform-demo) ##### Related Case Studies -  ### How a Two-Person Wealth Firm Saves $70K+ a Year and Makes Every Client Feel Seen with HubSpot Agent Builder - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/concierge-wealth-management-agent-builder) -  ### How Octagos Built a Precision Marketing Engine That Keeps Pace With It's Life-Saving Platform - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/octagos-breeze-assistant) -  ### How Eventus Turned Its CRM Into a Pipeline Engine for Financial Firms with HubSpot’s Data Agent and Prospecting Agent - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/eventus) -  ### First Alliance Credit Union Cuts Campaign Launch Time by 75% — Getting Financial Guidance to Members Faster Than Ever with Content Remix - United States - Marketing Hub * * * [Read more](https://www.hubspot.com/case-studies/first-alliance-credit-union) - 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