The B2B Buying Experience With AI: What Changes?

In this episode of the B2B Marketing podcast, Dave Gerhardt hosts a panel discussion with marketing leaders Lindsay O'Brien, Tom Wentworth, and Aditya Vempaty, focusing on the shifts in B2B buying behavior due to AI. The conversation covers strategies for breaking through AI-generated content saturation, the importance of unscalable marketing tactics, and the evolving role of marketing teams. The panelists share insights on measuring marketing effectiveness, the relevance of the traditional marketing funnel, and the impact of AI on team structures, emphasizing the need for authenticity, customer-centric approaches, and a willingness to experiment with unconventional methods. The episode also touches on the use of AI in content creation and distribution, with a critical perspective on AI-generated avatars and the value of human creativity in marketing.