Ep 68: Agencies, AI, and Trust: What 1,000 Buyers Actually Said with Guest Susan Baier
Sarah sits down with Susan Baier, founder and CEO of Audience Audit, to unpack attitudinal segmentation, a research method that groups buyers by their beliefs rather than demographics or firmographics. Susan shares hot-off-the-press 2026 data from nearly 600 agency leaders and 400 clients, revealing surprising optimism inside agencies and a widening trust gap around AI use. They cover why a strong marketing strategy depends on understanding buyer mindset, not just buyer profile, and why transparency, not price cuts, is what clients want most. A must-listen for anyone refining sales…
The skinny
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