Measuring Content Attribution in an AI Age

#304 | AI Buying Shift | This episode is from a recent Exit Five live session where I pulled together Lindsay O'Brien (Head of Marketing & Operations, Predictiv), Tom Wentworth (CMO, incident.io), and Aditya Vempaty (VP of Marketing, MoEngage) for a real talk on how AI is completely rewiring the B2B buying journey. We got into why buyers no longer need your pretty funnel, how AI-powered research changes the sales call, and what that means for your GTM strategy.

Timestamps

• (00:00) - – Intro + Dave Sets the Stage
• (04:07) - – How AI Is Changing B2B Buying
• (11:07) - – The Big Shift: Taste, Unscalable Work, and Distribution
• (16:07) - – Getting Exec Buy-In for “Unmeasurable” Marketing
• (20:07) - – Does the Funnel Still Matter?
• (24:07) - – Dead Tactics: Gating, A/B Testing, Lead Score Theater
• (30:53) - – AI That Actually Works (Real Use Cases)
• (37:53) - – Team Size, Skills, and the New CMO
• (43:53) - – Authenticity vs AI: Creative, Video, and Brand
• (58:53) - – Content Attribution + Final Takeaways

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