The New Search Era: Generative Engine Optimization & Rethinking Startup Playbook
Workshop Overview:
Search is no longer just about keywords and backlinks. With generative AI platforms like ChatGPT, Perplexity, and Gemini shaping how buyers discover and evaluate solutions, startups need a new playbook.
This 60-minute session brings together a startup founder who’s navigating these shifts firsthand and a martech industry expert who’s pioneering Generative Engine Optimization (GEO) strategies. Together, we’ll explore how founders can rethink their approach to visibility, content, and trust in the age of AI-driven discovery.
The format blends fireside storytelling and a practical masterclass, closing with live audience Q&A. The goal is to leave attendees with both inspiration and actionable next steps.
Key Takeaways
By the end of the session, participants will:
Understand how generative engines are changing customer search and decision behavior.
Learn practical GEO strategies startups can adopt to be more discoverable in AI-mediated search.
Hear real founder lessons on building trust and brand authority in this new environment.
Explore how marketing teams can restructure their processes to experiment, measure, and adapt faster.
Walk away with a simple framework to start implementing GEO strategies immediately.
Agenda:
Welcome & Framing (5 min): Why search is being disrupted and what’s at stake for startups.
Fireside Chat with [Founder] (20 min):
Startup journey and lessons learned on customer discovery in the generative search era.
Challenges in visibility and differentiation against incumbents
Tactics and experiments they’ve tried.
Masterclass with [Martech Expert] (20 min)
What GEO is and why it matters.
Concrete strategies: entity optimization, conversational content, structured data, feedback loops.
Case example of a startup experimenting successfully.
Q&A (10 min)
Moderated audience questions.
Closing & Call-to-Action (5 min)
Recap of 3 core lessons.
Invitation to continue experimenting and learning.
Digital Freebies For Attendees:
Sign up for HubSpot For Startups Program and unlock up to 90% off any HubSpot Pro/Enterprise tools and receive free GEO/AEO Startup Playbook 2025!
Speakers:
Group Head, Smith Shah, Schbang
Smith Shah, Group Head of SEO, Content & Growth at Schbang, has 7+ years of building systems that drive organic growth for major brands.
He specializes in GEO frameworks that boost discoverability across AI and search ecosystems, while mapping product truth into entities and conversational surfaces.
His portfolio spans BFSI, SaaS, marketplaces, telecom, lifestyle, D2C, infrastructure, and health/beauty, working with leaders like Swiggy, Tata Communications, UltraTech, and Birla Opus.
In this session, he’ll share a startup-ready GEO playbook to reduce discovery friction, build demand, and accelerate trust.
Vinayak Jhunjh, Co-Founder of Superjoin
Co-Founder of Superjoin (since 2023) and Community Manager of TensorFlow User Group Bangalore, growing it to 2,000+ members and hosting large-scale AI/ML events.
Previously Product Manager at Slang Labs, driving enterprise integrations with Nykaa, ICICI Direct, and Redbus, and building a customer success playbook that halved onboarding time.
Served in the Founder’s Office at Slang Labs, leading CRM, lead-gen, marketing ops, and launching “VoiceTech India,” a 100+ startup community.
Early career includes marketing roles at Agrahyah and leadership at GDG VIT Vellore, where he scaled events, partnerships, and developer engagement initiatives.
Community Partner
Draper Startup House is a new type of global chamber of commerce consisting of physical business hubs, education services, venture capital, and technology services. With presence in 15 countries in 2024, our mission is to expand to 100 countries by 2030 and help create 1 million new businesses worldwide through our global business ecosystem. Through the use of real human connection, inspired business travel, a diverse-minded community and access to global citizens - one is able to connect to new opportunities, inspire one another to innovate and execute, and empower one another to GO BIG, pay it forward, and drive progress. Learn more about Draper Startup House: https://draperstartuphouse.com/