CiteLadder's Prompt Builder drafts the short buyer questions a brand tracks in AI answers. For this study we ran the same step for HubSpot, with the same instructions, the same business profile and the same 12 planned slots, on Claude Haiku 5.5, Claude Sonnet 5.5, Claude Opus 5.5 and Claude Fable 5.1. Each model ran at low, medium and high effort, twice each. Only the model and the effort changed. This page describes what can be observed in the output. Judging quality is left to the reader. Every question each model wrote appears in the tables below.
What HubSpot sells, per the business profile
The business profile places HubSpot in the category "CRM platform". The business model is B2B SaaS and the buyer is a business. The category terms in the profile include CRM software, marketing automation software, sales software, customer service software, customer platform, content management system, AI agents for business and all-in-one business software.
The profile lists four offerings, and each became one topic:
- CRM software: a central customer database with AI help, starting with a free plan. Attributes include AI-powered data enrichment and 2,000+ app integrations.
- Marketing automation software: email marketing, landing pages, forms, campaign automation and marketing analytics.
- Sales software: prospecting, pipeline management, email tracking, meeting scheduling, AI prospecting agents and quoting.
- Customer service software: ticketing, live chat, an AI customer agent, a knowledge base and customer health scores.
Each offering also carries situations (for example "migrating from spreadsheets") and audiences (for example "revenue operations teams"). The slot plan draws one facet from these lists for each question.
How the 12 slots were planned
Each topic received three slots, all in the core cohort. The pattern is the same for every topic:
- Slot 1, awareness stage, built on a situation. Allowed intents: learn, solve, recommend.
- Slot 2, consideration stage, built on an audience. Allowed intents: solve, recommend, compare, validate.
- Slot 3, decision stage, built on an attribute. Allowed intents: compare, validate, buy, recommend.
The facets chosen per topic:
- CRM software: replacing disconnected tools; startups; free plan available.
- Marketing automation software: automating marketing campaigns; demand generation managers; landing page builder.
- Sales software: automating sales prospecting; account executives; meeting scheduler.
- Customer service software: improving ticket resolution time; subscription businesses; customer health scores.
Every model received this same plan. The differences in the tables come from how each model wrote a question for each slot.
What is visibly different between the models
Claude Haiku 5.5 has the shortest median length, 9 words. It has the lowest share of questions ending in a question mark, 37.5%, so many of its lines read as search phrases or requests. Its openings vary widely, and it often uses the slot intent as the first words: "Compare", "Recommend", "Shortlist", "Where can I buy". First-person lines tend to state a role up front, as in "I run a startup, which CRM software should we pick first?"
Claude Sonnet 5.5 has a median of 10 words and 51.4% of its questions end in a question mark. Many lines repeat with the same wording across outputs, such as "Best CRM to replace a mess of disconnected spreadsheets and tools" and "Where can I buy marketing automation with a built-in landing page builder?" It often names the role directly ("I'm a demand generation manager").
Claude Opus 5.5 has the longest median, 11 words. Its lines more often add context beyond the slot facet: a team size, a B2B company, churn or retention. An example is "Best CRM for an early-stage startup with a tiny sales team". Some questions open with the buyer's problem before the ask, as in "Our customer data is scattered across spreadsheets and inboxes, what CRM should we use?"
Claude Fable 5.1 has a median of 10 words and the highest question mark share, 59.7%. It frequently uses "we", "our" and "my team" framing, and several customer service questions open with the problem, such as "Our support tickets take too long to resolve, what help desk software helps?"
A few wording habits recur. The word "genuinely" in front of "free plan" appears in outputs from Claude Sonnet 5.5, Claude Opus 5.5 and Claude Fable 5.1, and not in Claude Haiku 5.5 outputs. The phrase "demand gen" appears in place of the full role name in many lines from all four models.
Effort levels and repeat runs
The code metrics on this page are grouped per model, across all six outputs. They do not separate effort levels. Differences between low, medium and high effort are therefore only visible in the tables.
Some observations from the tables:
- Claude Haiku 5.5 changes wording between run 1 and run 2 at low effort in every slot. At medium and high effort some lines settle: "Best CRM to replace our disconnected tools" appears in the second medium-effort run and in both high-effort runs.
- Claude Sonnet 5.5 repeats many lines word for word across effort levels and across runs. The landing page question quoted above appears in both low-effort runs and both high-effort runs.
- Claude Opus 5.5 repeats its startup question at low, medium and high effort. Its problem-first opening for the ticket resolution slot appears in one medium-effort run and one high-effort run; the other runs open with "Help desk software".
- Claude Fable 5.1 produces two low-effort runs that match word for word in several slots. Its second high-effort run rewrites more lines, for example "What CRM can replace the disconnected tools our team juggles now?"
Across all four models, run 1 and run 2 of the same setting sometimes match in several slots and sometimes differ in most of them. A single run is one sample of what a model writes for a given slot.
What the code measured
Each model produced 6 outputs and 72 prompts. The code checked every prompt for the following:
- Median words: 9 for Claude Haiku 5.5, 10 for Claude Sonnet 5.5, 11 for Claude Opus 5.5, 10 for Claude Fable 5.1.
- Over 16 words: 0% for all four models.
- Names a studied brand: 0% for all four models.
- Joins two asks with "or": 0% for all four models.
- Names a place: 0% for all four models.
- Ends with a question mark: 37.5% for Claude Haiku 5.5, 51.4% for Claude Sonnet 5.5, 48.6% for Claude Opus 5.5, 59.7% for Claude Fable 5.1.
- Near-duplicate pairs: 0% for all four models.
- Distinct openers: 58.3% for Claude Haiku 5.5, 36.1% for Claude Sonnet 5.5, 40.3% for Claude Opus 5.5, 37.5% for Claude Fable 5.1.
- Mean output tokens: 3329 for Claude Haiku 5.5, 795 for Claude Sonnet 5.5, 811 for Claude Opus 5.5, 916 for Claude Fable 5.1.
These checks describe form. They do not score whether a question matches how a real HubSpot buyer would ask.
Every question, side by side
Run 1 of each setting. Each row is one planned slot; the model and the effort are the only things that change across a row and down a stage.
CRM software
| Stage | Model | Low effort | Medium effort | High effort |
|---|---|---|---|---|
| Awareness | Haiku 5.5 | Best way to replace scattered spreadsheets with one central customer database | Looking for a CRM to replace our disconnected tools | Best CRM to replace our disconnected tools |
| Awareness | Sonnet 5.5 | Best CRM to replace a mess of disconnected spreadsheets and tools | Best CRM to replace a pile of disconnected spreadsheets and tools | Best CRM to replace a pile of disconnected spreadsheets and apps |
| Awareness | Opus 5.5 | Our customer data is spread across too many tools, which CRM can unify it? | Our customer data is scattered across spreadsheets and inboxes, what CRM should we use? | Need a CRM to replace our messy mix of spreadsheets and apps |
| Awareness | Fable 5.1 | Looking for a CRM to replace our scattered spreadsheets and email tools | Looking for a CRM to replace our scattered spreadsheets and email tools | Looking for a CRM to replace the scattered tools my team juggles |
| Consideration | Haiku 5.5 | I run a startup, which CRM software should we pick first? | I run a startup, which CRM should we shortlist? | Looking for a CRM built for early-stage startups |
| Consideration | Sonnet 5.5 | I run a seed-stage startup, which CRM should we pick? | I run a seed-stage startup, which CRM should we use? | I run a startup, what CRM software should we use? |
| Consideration | Opus 5.5 | Best CRM for an early-stage startup with a tiny sales team | Best CRM for an early-stage startup with a tiny sales team | Best CRM for an early-stage startup with a tiny sales team |
| Consideration | Fable 5.1 | What's a good CRM for an early-stage startup? | We're an early-stage startup, which CRM should we pick? | What's a good CRM for an early-stage startup? |
| Decision | Haiku 5.5 | Where can I buy CRM software that has a free plan? | Compare CRM platforms that offer a free plan | Shortlist CRMs that offer a free plan |
| Decision | Sonnet 5.5 | Compare CRM software that offers a free plan | Where can I sign up for a CRM with a free plan? | Compare CRM platforms that offer a free plan |
| Decision | Opus 5.5 | Compare CRMs that offer a genuinely usable free plan | Compare CRMs with a genuinely usable free plan | Compare CRMs with a genuinely useful free plan |
| Decision | Fable 5.1 | Which CRMs have a free plan worth starting on? | Best CRM software that offers a genuinely free plan | Compare CRMs that offer a genuinely usable free plan |
Marketing automation software
| Stage | Model | Low effort | Medium effort | High effort |
|---|---|---|---|---|
| Awareness | Haiku 5.5 | Which marketing automation tools can run multi-step email campaigns automatically? | Tools for automating recurring marketing campaigns | Where can I find software to automate marketing campaigns? |
| Awareness | Sonnet 5.5 | Looking for marketing automation software to run email campaigns automatically | Recommend software for automating email marketing campaigns | Recommend software for automating email marketing campaigns |
| Awareness | Opus 5.5 | Looking for software to automate our email marketing campaigns | Looking for software to automate our email marketing campaigns | What tools can automate our email marketing campaigns end to end? |
| Awareness | Fable 5.1 | I need software to automate our email marketing campaigns, any suggestions? | What's a good tool for automating our email marketing campaigns? | I need software to automate our marketing campaigns, any suggestions? |
| Consideration | Haiku 5.5 | I'm a demand gen manager comparing marketing automation platforms to shortlist | I manage demand generation, which marketing automation platform should I shortlist? | As a demand gen manager, what marketing automation platform fits best? |
| Consideration | Sonnet 5.5 | I'm a demand generation manager, what marketing automation platforms should I shortlist? | I'm a demand generation manager, what marketing automation platform fits best? | I'm a demand generation manager, which marketing automation platform fits best? |
| Consideration | Opus 5.5 | I run demand generation, which marketing automation platforms do peers rate highest? | I run demand gen at a B2B company, which marketing automation platform fits best? | I run demand gen for a B2B company, which automation platform fits? |
| Consideration | Fable 5.1 | I run demand gen, which marketing automation platform should we pick? | I run demand gen, which marketing automation platforms should I shortlist? | I run demand gen for a B2B company, what marketing automation platform should we use? |
| Decision | Haiku 5.5 | Any marketing automation tool with a built-in landing page builder worth buying? | Compare marketing automation tools with a built-in landing page builder | Any marketing automation tool with a landing page builder included? |
| Decision | Sonnet 5.5 | Where can I buy marketing automation with a built-in landing page builder? | Compare marketing automation tools with a built-in landing page builder | Where can I buy marketing automation with a built-in landing page builder? |
| Decision | Opus 5.5 | Marketing automation tools with a built-in landing page builder worth buying | Marketing automation tools with a built-in landing page builder, which is worth buying? | Marketing automation platforms with a built-in landing page builder worth buying |
| Decision | Fable 5.1 | Best marketing automation tool with a built-in landing page builder | Recommend marketing automation software with a built-in landing page builder | Best marketing automation software with a built-in landing page builder |
Sales software
| Stage | Model | Low effort | Medium effort | High effort |
|---|---|---|---|---|
| Awareness | Haiku 5.5 | Best sales prospecting automation tools to find new leads faster | Who offers AI prospecting tools that automate outbound sales? | Recommend an AI prospecting tool to automate outbound outreach |
| Awareness | Sonnet 5.5 | What's a good sales tool for automating prospecting outreach? | Any sales software that automates prospecting outreach? | Looking for sales software that automates prospecting |
| Awareness | Opus 5.5 | Any tools that automate sales prospecting outreach for B2B teams? | Any tools that automate sales prospecting with AI? | Looking for software that automates sales prospecting outreach |
| Awareness | Fable 5.1 | Any sales tools that automate prospecting outreach for a small team? | Any software that automates sales prospecting for a small team? | Any sales tools that automate prospecting so my reps stop doing it manually? |
| Consideration | Haiku 5.5 | I'm an account executive, what sales software helps me close more deals? | I'm an account executive, which sales software suits my pipeline? | Sales software for account executives who hate manual data entry |
| Consideration | Sonnet 5.5 | Recommend sales software for account executives managing a busy pipeline | Best sales tools for account executives managing a busy pipeline | Top sales tools I'd use as an account executive |
| Consideration | Opus 5.5 | As an account executive, what sales software helps me manage my pipeline? | What sales software do account executives actually like for managing their pipeline? | Any sales tools account executives actually like for managing deals? |
| Consideration | Fable 5.1 | I'm an account executive, what sales software helps me manage my pipeline? | I'm an account executive, what sales tools help me close more deals? | Recommend sales software that helps account executives manage their pipeline |
| Decision | Haiku 5.5 | Sales software comparison with a built-in meeting scheduler | Where can I buy sales software with a built-in meeting scheduler? | Top sales platforms that include a meeting scheduler |
| Decision | Sonnet 5.5 | Sales software with a built-in meeting scheduler, how do the top ones compare? | Sales platforms with a built-in meeting scheduler to compare | Compare sales platforms with a built-in meeting scheduler |
| Decision | Opus 5.5 | Sales platforms with a built-in meeting scheduler, compared side by side | Sales platforms that include a meeting scheduler, how do they compare? | Sales platforms that include a meeting scheduler, how do they compare? |
| Decision | Fable 5.1 | Recommend sales software with a meeting scheduler included | Sales software with a meeting scheduler built in, which is best? | Compare sales software that includes a meeting scheduler |
Customer service software
| Stage | Model | Low effort | Medium effort | High effort |
|---|---|---|---|---|
| Awareness | Haiku 5.5 | Recommend help desk software that cuts ticket resolution time | Any helpdesk software that cuts ticket resolution time? | Best help desk software to cut ticket resolution times |
| Awareness | Sonnet 5.5 | Any customer service software that cuts ticket resolution time? | What customer service software cuts ticket resolution time? | Any customer service software that cuts ticket resolution time? |
| Awareness | Opus 5.5 | Help desk software that cuts support ticket resolution time | Our support tickets take days to resolve, what help desk software helps? | Help desk software that helps cut our ticket resolution time |
| Awareness | Fable 5.1 | Our support tickets take too long to resolve, what help desk software helps? | Our support tickets take too long to resolve, what software helps? | Our support tickets take too long to resolve, what help desk software helps? |
| Consideration | Haiku 5.5 | I run a subscription business, which support software should we shortlist? | Who offers customer support software for subscription businesses? | Compare help desk tools for subscription businesses |
| Consideration | Sonnet 5.5 | Best help desk platform for a subscription business | Help desk platforms for a subscription business, any recommendations? | Best help desk platform for a subscription business |
| Consideration | Opus 5.5 | Recommend customer support platforms for a subscription business | Recommend customer service software for a subscription business focused on retention | Recommend customer support software for a subscription business |
| Consideration | Fable 5.1 | Customer service platform options for a subscription business | Best customer service platform for a subscription business | Who makes customer service software suited to a subscription business? |
| Decision | Haiku 5.5 | Where can I buy customer support software with built-in health scores? | Looking for customer support software with customer health scores | Who sells help desk software with customer health scores? |
| Decision | Sonnet 5.5 | Customer service platforms that include customer health scores, which one to buy? | Who offers support software with customer health scores? | What's a good support platform with customer health scores? |
| Decision | Opus 5.5 | Which customer service tools include customer health scores for churn tracking? | Where can I get support software with customer health scores? | Who offers customer service software with customer health scores? |
| Decision | Fable 5.1 | Where can I get support software that tracks customer health scores? | Where can I get help desk software that tracks customer health scores? | Where can I buy help desk software that tracks customer health scores? |
What the code measured for HubSpot
All six outputs per model (three efforts, two runs), 72 questions each.
| Model | Median words | Over 16 words | Ends with ? | Contains "or" | Names a studied brand | Near-duplicate pairs | Distinct openings | Output tokens per run |
|---|---|---|---|---|---|---|---|---|
| Haiku 5.5 | 9 | 0% | 37.5% | 0% | 0% | 0% | 58.3% | 3329 |
| Sonnet 5.5 | 10 | 0% | 51.4% | 0% | 0% | 0% | 36.1% | 795 |
| Opus 5.5 | 11 | 0% | 48.6% | 0% | 0% | 0% | 40.3% | 811 |
| Fable 5.1 | 10 | 0% | 59.7% | 0% | 0% | 0% | 37.5% | 916 |
Frequently asked questions
Did any model mention HubSpot or a competitor in the questions
No. The share of prompts naming a studied brand was 0% for all four models. The questions describe a need, and an AI assistant can answer them by naming a business.
Why do the code metrics not show differences by effort level
The metrics are grouped per model across its 6 outputs, which cover low, medium and high effort with two runs each. To compare effort levels, read the tables below, where each output is listed separately.
Which model should I use for my own prompt list
This page does not rank the models. It reports length, openings, framing, question marks, run-to-run variation and what the code measured. Judging quality is left to the reader, who can compare the full question sets in the tables.
Track your own buyer questions
CiteLadder tracks the buyer questions you care about across ChatGPT, Gemini, Claude and Google AI Overviews, showing brand mentions, position, sentiment and competitors. Every result is tied to its recorded answer, so you can check exactly what each model said.
Visibility over time
| Series | 8 Sep | 15 Sep | 22 Sep | 29 Sep | 6 Oct | 13 Oct | 20 Oct | 27 Oct |
|---|---|---|---|---|---|---|---|---|
| Acme Analytics | 27.9% | 29.6% | 30.2% | 31.8% | 32.5% | 33.1% | 34.2% | 38.4% |
| Northwind | 46.0% | 45.2% | 45.8% | 44.6% | 44.1% | 43.5% | 42.9% | 41.7% |
| Lumen | 30.4% | 31.0% | 29.8% | 30.6% | 29.9% | 29.2% | 28.8% | 27.5% |
412 answers to 120 prompts across 4 engines, week of 27 Oct – 2 Nov 2026
Brands
| Brand | Visibility | Change |
|---|---|---|
| Northwind | 41.7% | down 1.2 pts |
| Acme Analytics | 38.4% | up 4.2 pts |
| Lumen | 27.5% | down 1.3 pts |
| Fathom Labs | 16.9% | down 0.2 pts |
Acme Analytics by engine