B2B Reads: AI Buyers, Human Connection, and Sales-Marketing Alignment

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.

AI Is Transforming Sales, but Human Connection Still Closes the Deal by TerDawn DeBoe, Forbes
Buyers walk away when they know they’re talking to a bot. One financial services test saw purchase rates drop about 80%. Automate the admin work and keep humans on the relationship.

Why the Best Content Marketing in 2027 Will Cost More (Just Not in Money) by Robert Rose, Content Marketing Institute
AI made generic content nearly free. What stands out now costs nerve, a real point of view, and access. Rose says to pick the expensive version of your work on purpose.

Who Will Your AI Agent Work for When Everyone Wants the Sale? by Rishi Katdare, Forbes
When buyers hand purchasing to AI agents, whoever runs the agent gets a say in who makes the shortlist. Negotiate those partnerships early and track whether agent revenue is new demand or just shifted sales.

33 GTM Lessons from Salesforce, Samsara, Legora and More by Sophie Buonassisi, GTMnow
Operators from Salesforce, LinkedIn, and Samsara share what’s working. AI pays off when your data and process are clean. Speed and time with customers still win deals.

Sales and Marketing Don’t Have a Personality Problem. They Have a Paperwork Problem by Pam Didner, Inc.
Most sales and marketing friction comes from unwritten expectations. Write down what a qualified lead means and who owns what, and a lot of the drama goes away.

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.