Hubsessed Office Hours - Loop Marketing and AEO - Oct 20, 2026
- Casey HawkinsHost
- Chris CarolanHost
Tuesday, October 20, 2026
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Casey Hawkins and Chris Carolan talked through tribal knowledge as a blocker and the layers behind a score, then took an attendee's question on how to start a Reddit strategy for AEO from scratch: subject matter experts, marketing's part, and humans on video.
Key takeaways
Tribal knowledge captured in a training transcript is a real step, and how it is used still carries its own risk: different people hold different expertise at different points of the process.
A score rests on layers, and humans still hold different expertise at different points of the process: whether the data or context exists, the strategy choices behind it, who has the context and capability, who maintains the score, and which humans and AI assistants act on it.
Packaging a complex process in a command or a prompt still leaves the person involved: being present for the run is where familiarity grows and corrections get made.
Chris's view is that Reddit cannot be gamed: the way in is subject matter experts answering questions, or a marketer sharing links to expertise content, like videos, in response to questions.
The subject matter experts are the people who would speak at a webinar: anyone who talks confidently about the problems being solved, often the people delivering the solutions.
Marketing can flag relevant threads and send each one to the person best placed to answer, without asking experts to monitor Reddit constantly.
Chris's case: humans on video answering questions give everyone more to share on Reddit and give AI more to find.
Reddit also shows which questions people are actually asking; building blog content on them from the marketing side is a fine first step.
Signals need a conversation between the marketing leader and the sales leader: agree that a keyword, phrase or question indicates likely success, then get it to the person who should answer.
Ask AI specifically for help being present in places like Reddit; Chris's caution is that otherwise it will very easily fall into an email-campaign shape.
Questions answered
- 00:00Institutional knowledge as a blocker: a client who now reviews the scores others buildTopic
- 03:35Talking through the layers: from tribal knowledge to who acts on a scoreTopic
- 11:13When a transcript can't see what someone is pointing toTopic
- 12:02Outsourcing the holding of context to AI, and dropping back inTopic
- 16:16How do I start a Reddit strategy for AEO from scratch?Question
- 17:33Are those experts paid, and how do you get them to say your brand name?Question
- 20:10Who are the subject matter experts: accounts the business creates on Reddit, or someone else?Question
- 21:40The attendee works on an in-house marketing team, and some of their sales go through real estate agentsTopic
- 23:48The attendee said that is a hard hill: getting experts onto Reddit is not something a marketing team can do on its ownTopic
- 25:24Don't assume what people will or won't do: a sales team's first time in Sales NavigatorTopic
- 27:46Humans on video answering questions, and Loop marketing as an operating systemTopic
- 30:43Different from how most organizations are structured, and the conversation marketing and sales leaders need to haveTopic
- 34:13Being present online is a different world, and Reddit calls out promotionTopic
- 37:26Reddit as a source of the questions people are actually askingTopic
- 39:42Reddit super users as experts, and inviting them onto a podcastTopic
- 41:07Building trust with humans, and avoiding self-promotionTopic
