Navigating Disruption: The Rise of AI Answer Engines and Disruption to B2B Marketing
AI answer engines have rewired how buyers discover, evaluate, and shortlist vendors. The first research step now happens off your site. That means fewer clicks, higher intent when they arrive—and a new mandate for how marketing measures influence and drives pipeline.
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Why This Matters:
- Buyer Journey, Rewritten. AI answer engines and agentic research create vendor lists outside of brand.coms.
- Zero-Click Reality. Organic clicks decline—even when you rank. Influence still happens; you must measure it.
- Brand Visibility at Risk. It’s not enough to show up—you have to show up right inside LLM answers.
- Predictability Under Pressure. New discovery paths strain forecasting, intent programs, and attribution.
You will hear insights from the following B2B marketing leaders:
- Brandon Friesen – CEO at Just Global
- Lizi de Jong Reuveni – VP GTM Programs at CyberArk
- Tagg Bozied – Senior Manager Paid Social at Docebo
- Chris Rooke – CEO at Activate
Watch our On-Demand Webinar
