In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “B2B GTM in the AI Era”, exploring how artificial intelligence is reshaping go-to-market strategy, buyer behaviour, and the role of marketing teams.

From the evolution of digital channels and the changing structure of the marketing funnel, to the growing importance of brand in an AI-saturated environment, the discussion dives into what still works, what is breaking down, and how marketers can remain effective as automation accelerates.

The panel also explores key themes such as staying human in an AI-driven world, measuring true marketing impact, navigating invisible buyer journeys driven by LLMs, and rethinking traditional GTM playbooks.

Participants:

• Dr. Rashmi Datta DeMarzi, Principal - Global Channel Initiatives and Optimization at Workday; Associate Professor at Columbia University

• Lisa Bonanno, Revenue and customer-focused marketing executive with 20+ years of experience

• Ander Frischer, SEO and AEO Leader at Gong