E161: How AI Is Reshaping B2B Go-to-Market

In this episode of B2B Marketing Futures, marketing and revenue leaders explore how AI is changing the way organisations approach B2B go-to-market strategy, and what it takes to use AI effectively without losing strategic focus, alignment, and the human understanding that drives successful customer engagement.

The conversation examines how AI is reshaping ICP definition, account prioritisation, audience research, content, buyer engagement, sales execution, and demand generation. The discussion also explores how organisations can balance demand creation and demand capture in the AI era, as paid media, ABM, intent signals, search, and emerging AI discovery behaviours continue to evolve.

Participants:
Himanshu Patel, Chief Revenue Officer, India at Magic Software Enterprises

Rachel Clapp Miller, Chief Marketing Officer at Force Management
Raphael Poisson, Head of Marketing, EMEA at Dialpad