AEO, Part 2: The Impact of AEO On Your Member Acquisition Funnel
In this second session of the AEO webinar series, we move beyond the “What is Answer Engine Optimization?” conversation and into exploring how the marketing funnel has changed and with it the path to conversion, whether it be for new member acquisition, events, or other non-member revenue.
Merrik Kressley, AEO Leader at Accella, and Michael Deckman, the Marketing Director at FHAS, will explore how intent-driven search, AI-powered answers, and authority signals are reshaping how people discover, evaluate, and ultimately choose organizations often without ever clicking a website.
This discussion will focus on:
- How answer engines (like Google AI Overviews and LLMs) are playing a key role in awareness and intent, upending the traditional marketing funnel.
- Why visibility, authority, and consistency matter more than ever - and more than traffic to your website
- What associations can learn from other industries navigating long, varied decision journeys
- How to talk to leadership about AEO when traditional funnels and vanity metrics no longer tell the full story
- Practical ways to start evaluating whether your organization is showing up in AI-driven answers today
Speakers
Alyssa Hulka
Accella
As the Chief Experience Officer at Accella, Alyssa Hulka is a force in designing transformative digital solutions that elevate associations' impact. Known for her forward-thinking approach, Alyssa crafts digital strategies and high-impact experiences that drive measurable results, including member dashboards that enhance engagement and ROI. Her expertise lies in creating meaningful, technology-driven connections between associations and their members, deploying journey mapping and design thinking to translate member needs into effective digital solutions.
Merrick Kressley
Accella
As the Digital Marketing Strategist at Accella, Merrik Kressley brings a blend of analytical precision and creative insight to every engagement. He specializes in connecting the dots between web experiences, AEO/SEO, CRM, and marketing automation to craft digital ecosystems that generate leads, convert users, and support long-term growth for associations and mission-driven organizations. As a trusted advisor to his clients, Merrik is a driving force behind Accella’s most complex and high-impact digital marketing ecosystems, helping associations build smarter, more connected digital strategies that meet users where they are and move them to meaningful action.