Show Notes
B2B buyers are increasingly turning to AI tools like Claude, ChatGPT, and Gemini long before they ever visit a company website. So what does that mean for marketers?
In this episode of Attributed, Steffan sits down with Mark Goloboy, Founder of Market Growth Consulting, to discuss how AI is reshaping the B2B buying journey, and why marketing teams need to rethink how they measure success. Mark shares his revenue-first approach to marketing, why ROI should guide every budget decision, and how companies can adapt to a future where websites become answer engines and buyers rely on AI-generated recommendations.
They also discuss: Why marketers should focus on revenue and pipeline over vanity metrics How AI is changing search, content, and buyer research The rise of Generative Engine Optimization (GEO) What makes an AI-ready marketing tech stack How sales call transcripts can become a powerful source of customer insight Building a culture of AI experimentation across marketing teams A practical conversation for B2B marketers looking to navigate AI-driven change while staying focused on growth. Follow Mark Goloboy on LinkedIn: https://www.linkedin.com/in/markgoloboy/ Follow Steffen Hedebrandt on LinkedIn: https://www.linkedin.com/in/steffenhedebrandt/ Thanks for tuning in to the Attributed Dreamdata Podcast! We hope you enjoyed this episode as much as we enjoyed creating it.
To stay updated on all things Dreamdata and B2B go-to-market:
👥 Follow us on LinkedIn: Dreamdata 💬 Join Our Community on Slack: Dreamdata Community 🎙️ Subscribe to Our Podcast: Don't miss out on future episodes! Follow us on Apple Podcasts or Spotify and leave us a comment or review. 🔗 Visit Dreamdata's Website to see how we can help you connect your marketing to revenue: Dreamdata.io
More from Attributed - A podcast by Dreamdata
Old Game, New Game: Build a Strategic Narrative That Sells | Andy Raskin
Most B2B companies are trying to stand out. Yet buyers are surrounded by brands saying roughly the same things, targeting the same audiences and competing across the same channels.
AI has made it easier than ever to create content. It has also made it easier than ever for every company to sound exactly the same.
Positioning shouldn't just make your website sound better. It should make your entire go-to-market motion perform better.