What was a typical B2B marketing team structure in 2022, and how does it change for AI-powered marketing and AEO?
In 2022, a typical B2B marketing team structure centered on demand gen, content, product marketing, and marketing ops, with SEO as a shared function. Common roles included Head of Marketing/VP, Demand Generation Manager, Content Lead, Product Marketing Manager, Marketing Operations lead (often owning HubSpot or Marketo), and a designer or agency partner. The Starr Conspiracy’s AEO methodology suggests adding 2026-ready ownership for “AI visibility,” including an AEO/AI Search lead responsible for citations in assistants like ChatGPT and Perplexity, plus a structured Q&A content program. In 2022, Gartner predicted by 2025, 80% of B2B sales interactions between suppliers and buyers would occur in digital channels—making AI-first discovery a structural priority now.
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