Internal Adoption and Distribution Obsession

#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

Join 50,000 people who get our Exit Five Newsletter here: https://www.exitfive.com/newsletter
Learn more about Exit Five's private marketing community: https://www.exitfive.com/

***

Today’s episode is brought to you by Paramark.

It’s November. 2026 planning is already here. And the stuff you’re doing right now will decide how next year plays out. 

But here’s the problem: most teams are still planning next year's marketing strategy based on the WRONG DATA because of broken attribution and a misleading gut feel.  And you can’t make smart budget calls if you’re just guessing what’s working, what’s not, and where to put your next dollar.

That’s where Paramark comes in. They help you replace the guesswork with actual insight backed by $2 billion in analyzed marketing data. They’ve figured out what actually drives incremental growth across every channel including LinkedIn, Meta, TikTok, Google, CTV, even OOH.

And right now, they’re offering a private 1:1 consultation with their CEO and CMO, Pranav and Sam, who have led marketing teams at companies like Dropbox, Adobe, Microsoft, and Shutterfly. 

In this 45-minute strategy session, they’ll help you measure the real impact of every marketing dollar, pull insights from your current media mix, and design a 2026 roadmap that’s rooted in data, not gut.

This is a heck of an offer. And it’s real. And will go fast. So if you want to future-proof your marketing strategy for 2026, don’t miss out on this offer.

Grab your spot at paramark.com/brand-consult.

***

Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.

• They give you unlimited podcast editing and strategy for your B2B podcast.
• Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.
• Visit hatch.fm to learn more