B2B Marketing is Driving Forward, Looking Backward

Uphoff on Media Podcast · Oct 5, 2026 · 17m · transcript

Ninety-four percent of B2B buyers now use AI somewhere in the buying process. Forrester and 6sense surveyed buyers separately and landed on the exact same number. Eighty-nine percent of B2B marketers use AI to create content

Same technology. Opposite jobs.

Buyers use it to decide. It does the research, narrows the field, and builds the shortlist, and 95% of purchases still come from that initial shortlist. Marketers mostly use it to produce: more content, more sequences, more campaigns, aimed at a buyer whose AI is now filtering most of it out.

That’s an industry driving forward while looking…