B2B Reads: AI Strategy, Content Trust, and Machine Buyers

Summary

Some of our favorite B2B sales and marketing posts from around the web this week.

Every Saturday morning we share some of our favorite B2B sales & marketing posts from around the web from the last week (so it’s fresh!). We’ll miss a ton of great stuff, so if you found something you think is worth sharing please let us know.

B2B Marketers Hand AI Execution and Keep the Strategy, Survey Finds by TerDawn DeBoe, Forbes
Only 6% of senior B2B marketers trust AI with positioning, and 8% with go-to-market strategy. Most will hand it the busywork and keep the thinking for themselves.

Why AI Disclosure Won’t Build Trust in Your Content (and What Will) by Robert Rose, Content Marketing Institute
An “AI-assisted” label doesn’t make anyone trust your content more. Rose says to show who holds the knowledge and where every stat came from.

To Sell ChatGPT to Businesses, OpenAI Is Going Back to Field Marketing by Trishla Ostwal, Adweek
Even OpenAI says in-person events are its best B2B channel. Brand awareness doesn’t teach a company how to roll out a tool across thousands of employees.

The Marketing Department Is About to Disappear Because AI Is Now Selling to AI by Richard Freisberg, Forbes
A bold take: when AI agents do the buying, emotional persuasion has no human audience left. You may not buy it, but it’s a good prompt for how you’d market to a machine.

Your Brand Isn’t as Differentiated as You Think by Mike Maynard, MarTech
AI makes any feature easy to copy, so features won’t set you apart for long. Maynard points to heritage, specialization, and how you treat customers instead.

Have a wonderful weekend and thank you for reading! If you have B2B news sources you rely on we’d love to hear about them. Please share them with us.