How Marketing Teams Are Using AI to Drive Pipeline

19 snips

Dec 25, 2025

Guest

Jean Cameron

Join Morgan Cole, VP of Demand Generation at Red Canary, Lisa Cole, CMO at 2X, and Jean Cameron, Sr. Director of Marketing at Demandbase as they delve into how AI is reshaping B2B marketing. Discover insights on spotting in-market buyers earlier and the shift from individual leads to understanding buying groups. They also tackle the pitfalls of outdated lead scoring and the power of predictive analytics to refine pipeline strategies. With a focus on brand and demand synergy, this conversation reveals how teams can innovate amidst resource constraints.

Ask episode

AI Snips

Chapters

Transcript

Episode notes

INSIGHT

Spot Buyers By Prioritizing Timing

AI helps spot in-market buyers earlier by surfacing intent signals and aligning timing.
Focus on timing because only ~5% of buyers are actively in-market at any moment.

ADVICE

Align On A Finite ICP List

Align marketing, sales, and product on a finite ICP list and focus resources there.
Target all marketing spend and sales attention to those accounts for far better ROI.

INSIGHT

Three Signals Predict Purchase Intent

Combine three layers of signals: business change, third-party intent, and first‑party behavior to detect in-market accounts.
The presence of all three signals signals the best time to engage.

Get the Snipd Podcast app to discover more snips from this episode

Get the app

315 | Jess Lytle (Head of Marketing at Exit Five) hosts a live roundtable with Morgan Cole (VP of Demand Gen at Red Canary), Lisa Cole (CMO at 2X), and Jean Cameron (Sr. Director of Field & Partner Marketing at Demandbase) on how B2B teams are using AI to drive pipeline and revenue. They share real examples of how marketers are identifying in-market buyers earlier, moving deals faster, replacing outdated lead scoring, and keeping marketing, sales, and ops aligned around revenue. The conversation goes deep on intent signals, buying groups, predictive analytics, brand vs demand, and what’s changing in the new era of pipeline accountability.

Timestamps

(00:00) - AI hype vs real revenue impact
(06:16) - Panel intros and GTM perspectives
(08:46) - The real pipeline problem: growth without more headcount
(11:16) - How teams use AI to identify in-market buyers earlier
(16:46) - Buying groups, not leads: why account signals matter
(20:46) - Predictive analytics, pipeline forecasting, and deal analysis
(27:36) - Why traditional lead scoring is breaking
(37:28) - How teams “swarm” accounts with marketing + sales
(43:48) - Brand and demand together: building future pipeline

Join 50,0000 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 Knak.

Email (in my humble opinion) is the still the greatest marketing channel of all-time.

It’s the only way you can truly “own” your audience.

But when it comes to building the emails - if you’ve ever tried building an email in an enterprise marketing automation platform, you know how painful it can be. Templates are too rigid, editing code can break things and the whole process just takes forever.

That’s why we love Knak here at Exit Five. Knak a no-code email platform that makes it easy to create on-brand, high-performing emails - without the bottlenecks.

Frustrated by clunky email builders? You need Knak.
Tired of ‘hoping’ the email you sent looks good across all devices? Just test in Knak first.
Big team making it hard to collaborate and get approvals? Definitely Knak.

And the best part? Everything takes a fraction of the time.

See Knak in action at knak.com/exit-five. Or just let them know you heard about Knak on Exit Five.

***

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