Conversations with MarTech
As publishers turn to low-value and AI-generated content, they’re missing out on authenticity and original points of view.
Conversations with MarTech is a new series highlighting interesting points of view and interesting roles in the marketing and marketing operations space.
Season 1 of Conversations with MarTech debuts in January 2025. The premier season has already recorded five episodes, including:
- Kara Heater, Director of Marketing for the Savannah Bananas baseball club (What can marketers learn from the Savannah Bananas?)
- Mark Stouse, CEO of ProofAnalytics (What do C-level executives think of their GTM strategies?)
- Len Devanna, VP of Customer Experience of Cortico-X. (Voice agents will change how you think about your brand and website)
- Natalie Silverstein, Chief Innovation Officer, Collectively. (How influencer marketing became an essential channel)
- Mike Rizzo, founder, MarketingOps.com (Want to understand marketing ops? Talk to this guy)
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Conversations with MarTech
What’s the state of the enterprise B2B buyer?
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
What’s the state of the enterprise B2B buyer?
What’s responsible for the trust gap with B2B buyers?
How has the playbook for reaching enterprise buyers changed?
Does authenticity still matter in the age of AI?
Vendors have far less visibility into enterprise buying
This podcast is produced by MarTech, a Third Door Media property.