The B2B Buying Experience With AI: What Changes?

AI is changing the balance of power in B2B. “Get on the phone with us and we’ll tell you pricing.” No more. “Get on the phone and we’ll show you our product.” No more. Today’s buyers now self-educate, run deep research with AI tools, and show up to sales calls already armed with more information than ever and ready to make a buying decision.

So what does that mean for the role of marketing? Should marketing own more of the funnel than ever? What is the playbook in marketing when buyers get all of their information from AI before talking to your company?

In this Exit Five live session, Dave Gerhardt sits down with a group of top CMOs and marketing leaders to unpack how AI is reshaping the B2B buying journey.

They share how they’re adapting go-to-market strategies, redefining KPIs, and restructuring teams for a world where buyers move faster and expect smarter content, marketing and sales lines are blurring, and “AI-readiness” is a new part of marketing strategy.

Expect an honest conversation about what’s working (and what’s breaking) as B2B teams navigate this new AI-driven landscape. Does the marketing funnel still matter? What changes?

We’ll get into:

• Buyers move faster and expect smarter content
• Marketing and sales lines are blurring
• “AI-readiness” is a new part of marketing strategy

Speakers

Dave Gerhardt — Founder, Exit Five (Host)

Joined by a panel of B2B CMOs and marketing leaders.

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