One universal truth of marketing for B2B Tech companies

AI platform selection remains uncertain as frontier models rapidly evolve. Dave Steer, Chief Marketing Officer at Webflow, brings two decades of scaling experience at GitLab, Cloudflare, and other category-defining companies to discuss navigating the current AI landscape. He argues that context-aware platforms built on top of commodity frontier models will determine competitive advantage, with marketing workflow platforms like Webflow positioning to compete against developer-focused tools like GitHub and GitLab.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketers risk becoming lazy by blindly trusting AI outputs without critical thinking. Dave Steer, CMO at Webflow, explains how to maintain strategic judgment while leveraging artificial intelligence effectively. He demonstrates creating a custom "chief of staff" GPT trained on company context and decision-making frameworks to challenge thinking rather than replace it. Steer emphasizes treating AI as a strategic partner that asks probing questions instead of a tool that generates mindless outputs.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

B2B tech marketing requires constant adaptation to survive industry disruption. Dave Steer, Chief Marketing Officer at Webflow, brings two decades of scaling experience from GitLab, Cloudflare, and other category-defining companies. He explains why successful marketers treat their strategies like stock portfolios with both long-term anchors and rapid pivots. Steer outlines how experimentation frameworks help teams adapt quickly when market conditions shift unexpectedly.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Marketing teams now handle engineering workflows as AI tools blur traditional boundaries. Dave Steer, CMO at Webflow, explains how marketers are gaining developer superpowers while maintaining distinct responsibilities. He outlines how marketing owns vision creation while engineering ensures reliability and infrastructure. The discussion covers how no-code platforms enable marketers to build technical solutions while preserving the critical need for engineering expertise in enterprise environments.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Content generation is the most overhyped AI use case in marketing. Dave Steer, CMO at Webflow, argues that marketers are focusing too narrowly on AI as a content creation tool rather than exploring its broader strategic potential. He advocates for building agentic AI workflows that orchestrate customer experiences and automate complex marketing processes. Steer emphasizes creating sophisticated automation systems where marketers become editors of AI output rather than manual content creators.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Most marketers treat AI as a copywriting assistant instead of a customer experience transformation tool. Dave Steer is Chief Marketing Officer at Webflow, specializing in AI-driven website personalization and answer engine optimization for enterprise growth. He explains how to structure content for both human visitors and AI crawlers, implement automated multivariate testing at scale, and maintain strategic direction while experimenting with AI-powered optimization tools.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI is transforming B2B buyer behavior and competitive intelligence strategies. Blue Bowen, Research Principal at G2, explains how sales leaders can leverage marketplace data to understand win-loss patterns and competitor positioning. He discusses G2's market intelligence offering for competitive analysis, G2AI's product discovery interface, and momentum reports that track surging tools in marketing automation. The conversation reveals how review data and switching patterns create competitive advantages in AI-driven sales environments.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI sales forecasting promises to predict deal outcomes but fails to account for unique deal complexities. Blue Bowen, Research Principal at G2, explains why revenue intelligence tools that rely on historical data fall short in enterprise sales environments. He discusses how AI struggles with contextual nuances that make each B2B deal distinct and why current forecasting technology remains an imperfect science for predicting sales outcomes.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

AI SDRs dominate B2B sales adoption despite mixed reviews. Blue Bowen, Research Principal at G2, reveals surprising findings from their latest AI impact research. The study shows AI sales development representatives lead adoption rates due to pipeline pressure, while AI sales coaching and training tools remain significantly underutilized. Bowen identifies AI-powered revenue forecasting as overhyped, citing the unique complexity of enterprise deals that historical data models struggle to predict accurately.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

Attribution models are failing B2B marketers in today's complex buying journey. Blue Bowen, Research Principal at G2, explains why traditional first-touch and last-touch attribution creates misleading vanity metrics. He recommends using AEO (Answer Engine Optimization) tools like Profound to track LLM visibility and adopting holistic attribution approaches that analyze multiple touchpoint patterns rather than single conversion events.See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.