Here's Why You NEED To Rethink B2B GTM in 2026 | Lisa Sharapata

Here's Why You NEED To Rethink B2B GTM in 2026 | Lisa Sharapata

Lisa Sharapata, the VP of AI and Go-To-Market Strategy at Metadata, breaks down how LLMs are changing B2B buying, why third-party intent data is crumbling, and what modern GTM and ABM actually look like when you start with real customer insight instead of dashboards. She shares stories from healthcare and tech, how to get out into the market, and why brand, sales expertise, and experimentation matter more than ever in the AI era. Chapters: 00:00 - Podcast Episode Highlights 00:54 - From Designer to B2B Marketing Leader 05:10 - Reach Customers Beyond Dashboards 16:06 - Human-Centric Design and Scrubs Lesson 20:51 - AI Agents, Buyers and Human Sellers 26:42 - Brand Discovery in LLMs 33:01 - ABM, Buying Groups and Intent's Future 43:12 - How Metadata (Platform) Uses AI Connect with Lisa: https://www.linkedin.com/in/lisasharapata/

How AI Changed SEO (What Works in 2026) | James Wirth

James Wirth talks about how AI is changing search and what that means for marketers. He covers topics like AI Overviews, AI Mode, and large language model optimization. James also explains vector embeddings and why the fundamentals of SEO are still important. You'll hear practical tips for making your pages easier for AI to cite, how to measure results beyond just clicks, and why it helps to test different models for better visibility. Chapters: 00:00:00 - Podcast Episode Highlights 00:00:39 - Meet James Wirth 00:05:14 - AI Strategy: 3 Must-Haves 00:13:38 - Do SEO Fundamentals Still Work? 00:16:55 - Funnels, Metrics and 0-Click Reality 00:19:43 - Budgets, Conversions and Content 00:24:22 - Citable Elements and Customer Journey 00:37:05 - What are Vector Embeddings? 00:48:41 - How to Increase AI Visibility 00:52:56 - Query Fan-Out 01:00:01 - FAQs vs. FUQs Connect with James: - https://www.linkedin.com/in/jameswirth/ - https://citationlabs.com/ - https://xofu.com/bofu/

How AI Will Change Marketing in the Next 18 Months | Len Ward

In this podcast episode, Len Ward from Commexis breaks down how AI is changing marketing. We talk about why CAC and LTV matter more than ROAS, and how to move from searching for answers to getting instant solutions with AI. You'll hear how to budget for AI, get your data ready, and use chatbots to help your business. We also look at Google vs. ChatGPT, wearables, privacy, and share simple ways to lower your acquisition costs and increase LTV. You'll get real examples, step-by-step tips for using AI tools, and clear advice to avoid common ROAS mistakes as marketing keeps changing. Chapters: 00:00 - From Wall Street to E-Commerce to AI 02:04 - ROAS vs. ROI: CAC, LTV and Baseline Ratios 05:56 - AI to Cut Bottlenecks and Content Costs 12:37 - Chatbots and Operations That Cut CAC 13:09 - AI for Sales and Support 17:17 - What AI Costs SMEs: People and Accuracy 25:47 - From Search to Solve My Problem 27:10 - Google vs. ChatGPT and Wearable OS 33:03 - Organize Your Data for LLMs 37:29 - Perplexity, PPC and Monetization 42:50 - Always-on, Privacy and Medicine Connect with Len: - https://commexis.com - https://www.linkedin.com/in/lenward

You're Overspending on Software (It's Time to FIX IT) | James Layfield

In this podcast episode, James Layfield explains how an email-based AI coworker, called Sam, helps teams understand what their software can do, identify where tools overlap, and make quicker, data-driven decisions about which subscriptions to keep or eliminate. We talk about the challenges of software sprawl, the impact of buying tools out of fear of missing out, and how to effectively test whether or not a product delivers value. We also address security concerns, share real examples like Volkswagen Financial Services saving $100 million, and discuss why straightforward workflows often work better than complicated dashboards.You'll hear how leaders address resistance from their teams, see how a single email can kick off a full migration plan, and get a sense of what kind of savings are possible for both small businesses and large enterprises! Chapters: 00:00 - Intro: James Layfield and Samplify 04:18 - Meet Sam: Agents vs. LLMs 07:15 - Buying Patterns, FOMO and Solid POVs 09:47 - The Hidden Costs of Buying Software 19:30 - How 1 Email Triggers a Migration Plan 22:18 - Savings, Guarantees and SMB Fit 31:50 - Working With Different Governments 36:30 - Software Sprawl and Security Connect with James: - https://www.linkedin.com/in/jameslayfield/ - http://samplify.ai/

Why Causal AI is The Business GPS You NEED | Mark Stouse

Causal AI can help teams make smarter, faster decisions about how they go to market. I had a conversation with Mark Stouse, CEO of Proof Analytics, to discuss topics like time lags, the reasons many AI proof of concepts don't work out, what it takes to put models into practice, and why causal analytics can offer more meaningful results than just spotting patterns 🧠 Here's an overview of what we cover: - Why most so-called "AI failures" are really about people and process, not the technology itself. - Why time lags are a big deal in B2B, and why a lot of go-to-market spending doesn't deliver as expected. - How Proof Analytics can fit into the picture for startups, big companies, private equity, and operators 📈 - How things like closed and open systems, outside influences, and changing patterns can change your strategy. - How using synthetic data and scenario testing can help you pressure-test your plans before you lock in your budget. - What leaders like CFOs and CMOs are actually talking about when they discuss predictive analytics versus forecasting. - How to move from traditional marketing mix models to causal models you can update quickly, so you have answers when you need them. - Where generative AI falls short, what regression to the mean actually means for your business, and how to use analytics as your business GPS. Chapters: 00:00:00 - Introducing Mark Stouse 00:05:22 - Predictive vs. Forecasting Across the C-Suite 00:08:26 - Closed vs. Open Systems and Externalities 00:13:40 - Proving The Value of Marketing at HP 00:19:35 - MMM vs. Causal Models at Decision Speed 00:20:50 - Time Lag, B2B vs. B2C and GTM Waste 00:26:14 - Proof Analytics: Causal AI as a Business GPS 00:32:04 - Synthetic Data and Gen AI Connect with Mark at: - https://www.proofanalytics.ai/ - https://www.linkedin.com/in/markstouse/