The B2B Buying Experience With AI: What Changes?

Nov 17, 2025

Guest

Lindsay O'Brien

Tom Wentworth, CMO of incident.io, disrupts traditional marketing with bold, AI-focused strategies. Aditya Vempaty, VP at MoEngage, champions customer obsession and creative distribution. Meanwhile, Lindsay O'Brien heads marketing at Predictiv, advocating for clear messaging and practical AI use. Together, they explore how AI transforms the B2B buying journey, why the old funnel model may be obsolete, and the importance of embracing transparency and creativity in modern marketing. They emphasize leveraging AI for effective research and enhancing team productivity.

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INSIGHT

AI Research Steals Buyer Control

Buyers increasingly do research with AI and may never visit your site during discovery.
You must ensure AI summaries surface accurate messaging about who you are and what you do.

INSIGHT

Taste Outperforms Tool Parity

AI adoption is table stakes; creative taste is the differentiator that compounds impact.
Invest in people with strong taste because tooling parity will level technical outputs.

ADVICE

Start With Distribution, Not Content

Obsess over distribution first; where content appears matters more than the content itself.
Partner with practitioners and advocates to amplify reach and signal authority across channels.

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#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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