이 에피소드에 관해
“LLMs are already shortlisting industrial vendors before sales are contacted. The next development will be AI agents doing the evaluation, the comparative piece and even the recommending.”
For Karen Guyer, Lead Consultant of Industry and Connectivity here at Fox Agency, the future promises huge and exciting changes to B2B marketing, as AI brings its considerable weight to bear on the client journey. But that’s not the only seismic development that’s underway in industry marketing.
In this new episode of XTech XTRA, Karen sits down with Debbie Forster MBE to discuss the many transformations taking place – from AI gatekeeping to ensuring marketing behaves more like an integrated system and less like a product portfolio, and why boardrooms need to start valuing marketing's role just as much as engineering performance.
Join the conversation and listen to Karen’s predictions, insights and sage advice – including shifting to outcome-based language in tenders, and why technology must support your brand vision and never the other way around.
