Best Story Wins SEO, AEO, and the Return of Good Marketing with Jenna Hannon of Hatter
Dec 11, 2025
50:36
Your brand isn’t losing to competitors, it’s getting ghosted by the algorithm. As AI eats search, the “spray and pray” content playbook turns invisible. Are you training the models…or training your team to burn cash?
This week, Jenna Hannon, Founder & CEO of Hatter, drops a State of the Union that B2B marketers need to hear: SEO isn’t dead, AEO (AI Engine Optimization) is here and lazy tactics are DOA. We unpack why LLMs reward actual marketing (crisp messaging, specific content, real PR) and punish AI-slop; how to merge SEO, AEO, and content into one motion instead of siloed teams; and why product marketing is the new growth core powering every channel.
We also get into:
This week, Jenna Hannon, Founder & CEO of Hatter, drops a State of the Union that B2B marketers need to hear: SEO isn’t dead, AEO (AI Engine Optimization) is here and lazy tactics are DOA. We unpack why LLMs reward actual marketing (crisp messaging, specific content, real PR) and punish AI-slop; how to merge SEO, AEO, and content into one motion instead of siloed teams; and why product marketing is the new growth core powering every channel.
We also get into:
- SEO → AEO: Same inputs, new outputs and the extra layers that matter now.
- Quality > quantity: Why “programmatic, no-human” content craters (and how Google/LLMs sniff it out).
- Metrics that matter: Beyond traffic to AI visibility, context, and link-back citations that convert.
- Org design for 2026: Product marketing as the engine; experts in the loop; PR that teaches LLMs.