AI Hype vs. Buyer Reality: What Actually Works in B2B Marketing
This GTM NewsDesk dives into the OpenAI funding frenzy (targeting a $150B valuation), but the real story? Most B2B marketers are still failing at practical AI. Despite AI’s potential, Mark and Nick call out what’s broken: SDR automation that ruins CX, overpromises that destroy trust, and leadership obsession with “AI” as a buzzword—not as a means to real outcomes. As Mark says: “No one cares what engine is in the car—only that it drives.”
Enter Ali Jowen of Outreach, who breaks it down with surgical clarity. Her playbook?
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Test early, test often. Skip big bets unless you’ve run small, measurable pilots.
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Segment content teams by outcomes. Brand = top-funnel; Product Marketing = influence; Growth = pure revenue. Clear swimlanes drive accountability and creativity.
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Avoid AI-for-AI’s-sake. Solve buyer problems first. If AI helps—great. If not, don’t fake it.
She doesn’t just talk metrics—she lives them. But she also warns against letting data kill storytelling or creativity. Her rule: if you’re doing something untrackable (e.g., a billboard), ensure the board is aligned before the spend.
Bottom line: People-first GTM is about clarity, testing, and trust, not hype.
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