Ep. 167 - How AI Is Changing The B2B SaaS Search And Buyer Journey SaaS Backwards

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SaaS Backwards - Reverse Engineering SaaS Success »
Ep. 167 - How AI Is Changing the B2B SaaS Search and Buyer Journey

2d ago 36:46

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Guest: Ayse Guvencer, Fractional SaaS CMO & GTM Executive

As AI changes how B2B buyers evaluate software, many marketers are missing the forest for the trees.

In this episode, Ayse Guvencer, fractional CMO and GTM advisor to SaaS and MarTech startups, joins Ken Lempit to deliver a blunt reality check: AI is disrupting the search journey, pricing models, and even how buyers interact with your brand—before your SDRs even know they exist.

We unpack:

✅ Why Google is now a navigational tool, not a discovery engine
✅ How AI-driven tools like ChatGPT are shaping shortlists and decision frameworks
✅ The rise of Generative Engine Optimization (GEO) and what it means for visibility
✅ Why “Service as a Software” is redefining outcome-based pricing
✅ What AI browsers and agentic advertising could mean for reaching the “hidden figures” on buying committees

Ayse also shares practical guidance on how marketers can stay ahead of AI-native competitors, avoid falling for adtech black boxes, and reframe their role in this fast-changing ecosystem.

If you’re a B2B SaaS CMO or CRO trying to stay ahead of the curve, this is one of those episodes you’ll want to listen to twice.

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167 episodes

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