OnBase: Smashing Sales and Marketing Misalignments Ep. 516 | The Rise of Agentic AI in B2B GTM
Episode Summary
In this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams.
If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency.
Key takeaways:
AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows.
The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven.
From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams.
AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product.
Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams.
AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution.
Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams.
Quotes:
"The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective."
"Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context."
Best moments:
03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies.
08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies.
12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity.
18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues.
25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement.
Tech recommendations:
Perplexity AI – AI-powered deep research for customer insights & content generation.
OpenAI / Gemini – AI tools for data processing & workflow automation.
Book recommendations:
The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation.
Podcast recommendations:
My First Million – A business podcast that breaks down growth strategies & success stories.
Leaders to follow:
Gabe Rogol, CEO at Demandbase
Umberto Milletti, Chief R&D Officer at Demandbase
Kelly Hopping, CMO at Demandbase
Marc Benioff, Chair & CEO at Salesforce.
Parker Harris, CTO at Salesforce
Sign up for Agentbase
Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30).
Sign up for Demandbase’s AI Agent Design Partner Program – coming soon!
Follow Chad Holdorf on LinkedIn for AI-driven B2B insights.
About the guest:
Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results.
Connect with Chad Holdorf.