In this episode, Andy Binkley, founder of Tourial, breaks down how AI-powered marketing workflows are reshaping buyer behavior in B2B SaaS and what most teams are still getting wrong.

We cover how modern buyers actually want to engage, why traditional discovery calls often fall flat, and how referrals quietly outperform most demand gen channels. Andy also shares the most common mistakes early-stage SaaS marketing teams make, why GTM strategy should come before tooling, and how thoughtful AI workflows can drive growth without adding headcount.

You’ll also hear practical examples of:

• Using AI to improve buyer experience (not just automate noise)
• Designing smarter go-to-market strategies
• Building creative, scalable workflows for demand generation
• Leveraging LinkedIn more intentionally for networking and outbound

If you’re a SaaS founder or growth leader looking to use AI more strategically (not just experimentally) this conversation is packed with real-world insights.

Takeaways

• AI is transforming the buyer experience.
• People prefer talking to agents over humans.
• Discovery calls are exhausting for prospects.
• Referrals are often overlooked in marketing.
• Paid ads too early can waste money.
• Understanding your audience is crucial.
• GTM engineering is a new frontier.
• Creativity in workflows drives success.
• Strategic planning is key to execution.
• LinkedIn is a powerful tool for networking.

Chapters

00:00 Introduction to AI in Marketing

03:12 The Evolution of Buyer Experience

05:56 Shifts in SaaS Engagement

09:01 The Role of AI in Discovery Calls

11:56 Challenges in SaaS Sales Processes

15:03 Common Mistakes in Demand Generation

17:56 The Importance of Referrals and Foundations

25:32 Effective Referral Strategies

32:49 Trends in Go-To-Market Strategies

37:20 Underrated Growth Opportunities

46:43 Essential Tools for Growth Teams

To learn more about Inertia Growth, visit InertiaGrowth.com. To learn more about Peel, visit getpeel.ai.