MarTech Podcast ™ // Marketing + Technology = Business Growth

AI is transforming B2B buyer behavior and competitive intelligence strategies. Blue Bowen, Research Principal at G2, explains how sales leaders can leverage marketplace data to understand win-loss patterns and competitor positioning. He discusses G2's market intelligence offering for competitive analysis, G2AI's product discovery interface, and momentum reports that track surging tools in marketing automation. The conversation reveals how review data and switching patterns create competitive advantages in AI-driven sales environments.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI sales forecasting promises to predict deal outcomes but fails to account for unique deal complexities. Blue Bowen, Research Principal at G2, explains why revenue intelligence tools that rely on historical data fall short in enterprise sales environments. He discusses how AI struggles with contextual nuances that make each B2B deal distinct and why current forecasting technology remains an imperfect science for predicting sales outcomes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Discover the surprising prominence of AI sales development representatives in B2B sales, driven by the urgent need to fill pipelines. Explore the underutilization of AI sales coaching tools that could enhance team performance. Delve into the overhyped expectations surrounding AI revenue forecasting, especially when it comes to complex enterprise deals that historical data can't reliably predict. Tune in for insights on how AI is reshaping buyer behavior and what this means for the future of sales strategies.

Navigating the complex B2B buying journey can make traditional attribution models misleading. Blue Bowen reveals how first-touch and last-touch metrics often deliver vanity insights. He suggests embracing holistic, multi-touch attribution methods for better clarity. Tools like Profound enhance visibility, allowing marketers to grasp numerous touchpoint interactions instead of just conversion events. This approach aims to optimize strategies and ultimately improve ROI in marketing.

B2B buyers now use AI for 60% of software evaluations, fundamentally changing sales dynamics. Blue Bowen, Research Principal at G2, explains how AI is reshaping buyer behavior and what sales teams must adapt to succeed. The discussion covers shifting from SEO to answer engine optimization for LLM visibility, using AI for account prioritization and signal detection, and automating activity capture to improve data quality for better sales forecasting.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Publishers are grappling with shrinking traffic due to AI impacting content discovery. Amanda Martin from Mediavine reveals strategies for navigating programmatic challenges. She highlights the importance of blocking AI crawlers to secure better deals and diversifying traffic sources beyond Google. The conversation dives into innovative tactics like pay-to-crawl barriers, which can empower publishers during negotiations with large language models. Insights on future-proofing monetization strategies take center stage as the industry evolves.

Programmatic budget allocation remains challenging for marketers targeting niche audiences. Amanda Martin, Chief Revenue Officer at Mediavine, explains how to maximize $10 million in programmatic spend for specialized markets. She recommends starting with seed audience data to build lookalike models, letting DSP algorithms identify where your actual customers consume content rather than making assumptions, and testing smaller budget increments before scaling successful campaigns.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Programmatic advertising complexity is overwhelming publishers despite 18% revenue growth. Amanda Martin, Chief Revenue Officer at Mediavine, explains how publishers can navigate privacy regulations, AI disruption, and buyer sophistication. She covers blocking AI crawlers to force commercial negotiations, diversifying traffic sources beyond Google search, and implementing attention metrics beyond basic viewability thresholds.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Publishers face mounting pressure as AI disrupts traditional traffic sources. Amanda Martin, Chief Revenue Officer at Mediavine, explains how the largest independent ad management firm helps publishers navigate programmatic complexity and declining search visibility. She discusses implementing crawler blocking technology through Cloudflare, developing diversified traffic acquisition strategies beyond Google Search dependency, and creating network-scale negotiating power with AI companies for content licensing deals.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Amanda Martin, Chief Revenue Officer at Mediavine and a leading expert in publisher monetization, delves into the challenges facing publishers today. As AI disrupts content discovery, she discusses strategies for adapting, including blocking AI crawlers to negotiate commercial partnerships. Amanda highlights the importance of diversifying traffic sources beyond Google and compares pay-to-crawl models to streaming services' shifts. She also covers the complexities of programmatic advertising and the evolving monetization landscape.