Attributed · 2026-06-16 · 53 min
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.
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