Building Partner-Led Growth and Offsite AEO Strategies at Instantly.ai: Lessons from HubSpot

Hi everyone! I'm Nancy, based in Cork, Ireland, and I head up Growth Partnerships at Instantly.ai. Founding role, so I'm building the whole partnerships function from scratch. Previously at HubSpot, where I built out the Offsite AEO function (alongside the 🐐, Justin Champion!). What I'm working on: Standing up Instantly's partner-led growth engine, and working out where AEO sits inside it. My angle is offsite: the partner content, creator content, communities and third party sites that AI answers actually pull from. The part I'm still solving is how much of that visibility turns into pipeline. What brought me here: I built the Offsite AEO function at HubSpot mostly by testing things and keeping what worked, so I'm here to compare notes with people doing the same thing in-house. Keen to hear how others are connecting citations and mentions back to revenue, and happy to share what worked and what flopped on the offsite side. Connect with me: linkedin.com/in/nancymaiharnett