The Future of B2B Buying Experiences and the Role of AI in GTM with Jaleh Rezaei

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May 22, 2025

In this engaging discussion, Jaleh Rezaei, Founder and CEO of Mutiny, shares her insights on transforming B2B marketing. She critiques the pitfalls of current AI trends, emphasizing the importance of authentic buyer experiences. Jaleh explains why quick fixes don’t work and highlights the need for focusing on what truly drives revenue. The conversation also dives into simplifying go-to-market strategies and the balance between speed and strategy to ensure marketing effectiveness. Marketers, listen up—it's time to prioritize real connections!

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INSIGHT

AI's Current Marketing Pitfalls

The current use of AI in marketing has amplified the problem of spamming buyers with scaled, impersonal content.
This approach degrades outbound effectiveness and harms buyer experience, making older marketing tactics ineffective.

ADVICE

Prioritize Speed Strategically

Prioritize speed by aligning your marketing team around one clear goal and measure if you're moving as fast as possible toward it.
Make changes in team structure or technology if you find you're not moving quickly enough toward that goal.

ADVICE

Test Big Ideas Fast

Start with a clear, bold goal informed by early customer traction to simplify your marketing strategy.
Test assumptions fast by going directly to prospects and validating key variables instead of delaying with preparation work.

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#248 Marketing Strategy | Dave sits down with Jaleh Rezaei, founder and CEO of Mutiny, the personalization platform for B2B websites. Jaleh brings a unique blend of founder perspective and deep marketing expertise from her time building go-to-market teams at VMware, Gusto, and now Mutiny. She’s on a mission to help marketers ditch the spammy, scaled playbooks of the past and refocus on what really drives pipeline today: buyer experience.

Dave and Jaleh cover:

Why the current use of AI is making marketing worse and how to use it to build better buying experiences instead
What marketers get wrong about speed (hint: it’s not about doing more, it’s about doing what matters)
The principles of simplifying your go-to-market strategy to cut through noise and align your team around real revenue results

Marketing is changing fast, but the teams who win will be the ones who prioritize real buyer experiences, move with speed, and stay aligned on what actually drives revenue. Jaleh breaks down how to make that shift before your strategy gets left behind.

Timestamps

(00:00) - – Intro
(02:18) - – Why AI Is Backfiring in B2B
(04:53) - – Outbound Is Broken (Here’s the Data)
(07:13) - – What Buyers Actually Want
(09:38) - – Gimmicks Don’t Scale
(11:08) - – How to Build Marketing That Lasts
(12:33) - – Why Marketing Is Harder Today
(14:08) - – AI Efficiency vs. Buyer Experience
(15:38) - – The Right Way to Prioritize Speed
(18:34) - – Strategy First, Then Speed
(20:24) - – How to Test Big Ideas Fast
(22:39) - – Borrowing the YC Mindset
(24:19) - – What Good Brand Marketing Looks Like
(26:34) - – Best Brand Play: A Children’s Book?
(28:19) - – What CEOs Really Want From Marketing
(29:59) - – Simplifying Your Marketing Strategy
(32:29) - – The Truth About Sales-Marketing Alignment
(34:19) - – Common Execution Gaps That Hurt Revenue

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