<p>In this episode of B2B Marketing Futures, senior marketing leaders come together for a roundtable conversation on “B2B GTM in the AI Era”, exploring how artificial intelligence is reshaping go-to-market strategy, buyer behaviour, and the role of marketing teams.<br /></p><p>From the evolution of digital channels and the changing structure of the marketing funnel, to the growing importance of brand in an AI-saturated environment, the discussion dives into what still works, what is breaking down, and how marketers can remain effective as automation accelerates.<br /></p><p>The panel also explores key themes such as staying human in an AI-driven world, measuring true marketing impact, navigating invisible buyer journeys driven by LLMs, and rethinking traditional GTM playbooks. <br /></p><p>Participants:<br /></p><p>• Dr. Rashmi Datta DeMarzi, Principal - Global Channel Initiatives and Optimization at Workday; Associate Professor at Columbia University</p><p>• Lisa Bonanno, Revenue and customer-focused marketing executive with 20+ years of experience</p><p>• Ander Frischer, SEO and AEO Leader at Gong</p>