What’s the state of the enterprise B2B buyer?
AI is changing the way enterprise B2B buyers operate and exacerbating problems around noise and trust in the market.
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For years, buying enterprise tools and tech followed a fairly predictable playbook. Enterprise buyers started their research on Google and consulted peers and colleagues. They downloaded content assets and attended events or webinars.
All of that activity put buyers on the radar of the vendors and put into motion their sales and marketing efforts.
AI has fundamentally changed the game of B2B buying for the enterprise. Not only is it easier to conduct research with LLMs, but AI’s ability to spawn companies quickly means the market is as crowded and noisy as ever.
On this episode of Conversations with MarTech, we’re talking to Mika Yamamoto, chief customer and marketing officer at Freshworks, about the state of enterprise buyers in the AI era.
Episode guide
0:49: Meet Mike Yamamoto
1:49: What’s the state of the enterprise B2B buyer?
6:16: What’s responsible for the trust gap with B2B buyers?
8:47: How has the playbook for reaching enterprise buyers changed?
11:19: Does authenticity still matter in the age of AI?
13:24: Vendors have far less visibility into enterprise buying
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Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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