Comparison and pricing questions are where buyers change their minds. ChatGPT reads review sites and public price pages, then hands buyers the table.

The Gist

Unbranded questions matter. ChatGPT picks a vendor when a buyer's how-to question names none, and HubSpot's help content filled that gap in a lead nurturing test.

Prompts carry context. ChatGPT prompts run far longer than Google searches and carry team size, budget and deadlines that keyword tools strip out.

Phrasing varies widely. SparkToro found 142 people wrote nearly unrelated prompts for one shared task, so a tracking list in a marketing team's own words samples one dialect.

Every stage counts. Awareness, comparison, pricing and post-purchase questions each pull from different sources, from category guides to public price pages and help docs.

Breadth beats rank.…