The Anti-Social Buyer: Demand Gen Plays for 2026

Buyers aren’t waiting for a discovery call to learn about your product. They’re researching on their own, asking ChatGPT and Claude about you, talking to peers, and forming opinions before they ever talk to your sales team.

For demand gen teams, this has changed a lot about what’s actually working right now.

The funnel starts without you in control. Intent signals show up later. The lead magnets that used to work aren’t pulling the same weight. And buyers have more control over the information they consume about your product than ever before.

So what should you do about it?

We’re bringing together a couple of demand gen leaders to share the specific plays they’re running right now. They’ll show you exactly what’s working inside their orgs and what you can take back with you to grow pipeline.

We’ll cover:

• How buyer self-education is changing demand gen as we know it
• What’s actually working: ungating, AEO, product-led plays, and more
• How to think about content when ChatGPT might answer your buyer’s question before you do
• Where intent signals still matter
• Plus we’ll take your Q&A live

This session is brought to you by Consensus, an interactive AI platform that turns every demo into a buying decision 2x faster.

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