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 guideWhat’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 buyingThis podcast is produced by MarTech, a Third Door Media property.

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