Latest / Uphoff on Media Podcast
AI Has Changed the Way B2B Buyers Buy. Just Not the Way You Think
Everything I've argued in recent posts came from the operator's chair, reading the market from the supply side: that B2B media's future belongs to companies that go deep instead of broad, and that events are the one format agentic AI can't disintermediate.
Last week I got the buyer’s side of the story, and it didn’t come from a hunch or a hallway conversation at a conference. It came from Outsell, in their new B2B Buyers Study: based on a survey of 226 B2B buyers who control real spend.
I read it looking for reasons to push back on my own arguments. There weren't many to find: the buyers…
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