Fullintel’s Ted Skinner Discusses Answer Engine Optimization on The Marketing Front Lines Podcast
Ted Skinner, Vice President of Marketing at Fullintel, recently joined The Marketing Front Lines podcast to discuss how B2B marketers can adapt to the shift from traditional search engine optimization to answer engine optimization (AEO).
With 89% of procurement departments now starting their vendor searches using AI platforms, and 60% of Google searches ending without a click, the conversation centered on practical strategies for maintaining visibility when AI agents are conducting the searches for buyers.
Key Discussion Points:
The podcast covered several critical shifts in B2B marketing:
The average search query has evolved from 2-3 words to 23-word conversational questions, requiring marketers to think differently about how they structure and present information online. When prospects search using ChatGPT or similar platforms, 50% never click through to a website—meaning brands that don’t appear in the initial AI-generated response effectively don’t exist to half of their potential buyers.
Skinner introduced the RISE Framework that Fullintel uses to address these changes:
Research – Audit where your brand currently appears in AI responses by testing queries a prospect would actually use
Integrate – Unify messaging across marketing, PR, sales, and customer success to eliminate inconsistencies that confuse both AI systems and buyers.
Scale – Double down on formats that work, particularly podcasts and thought leadership content that AI platforms frequently reference
Evaluate – Measure success through lead quality and sales feedback rather than traditional volume metrics.
The discussion also addressed the technical requirements for AI visibility, including schema.org markup validation and the shift toward ungated content. Skinner noted that prospects who discover Fullintel through AI platforms are 10 times more likely to convert because they’ve completed 99% of their research before making contact.
Listen to the full episode on Apple Podcasts or Spotify.
