Featured
Marketing Technology
Marketing To The AI-Assisted B2B Buyer Ft. Madhur Goswami, Tata Communications
Share
Overview
For marketers, this creates a new challenge. It is no longer enough to create static product content or push messaging across every possible channel. Marketing teams must understand where their buyers actually spend time, what formats they prefer, what questions they are asking, and how both human buyers and AI tools interpret the content being published.
The Enterprise Buyer Journey Has Become More Dynamic
Madhur explains that the biggest shift in enterprise buying is how dynamic the journey has become. Buyers now do a significant amount of independent research before engaging a vendor or partner. They are not only looking for product information. They are looking for credibility, peer validation, use cases, practical proof, and content that helps them make progress.
AI Search Is Changing B2B Discovery
One of the most important themes in the conversation is the rise of AI-assisted research. Buyers are increasingly using AI tools to compare vendors, understand capabilities, shortlist solutions, and assess which product may fit their specific needs.
Strategic Channel Selection Matters More Than Being Everywhere
With so many channels available, marketing teams may feel pressure to be present everywhere. Madhur argues that this is not practical and often not strategic. The better approach is to be strategically selective. Marketing teams should invest time in understanding where high-value buyers actually spend time and then commit to doing those channels well. Once a team has mastered its core channels, it can expand into others.
Sales And Marketing Alignment Is Now Non-Negotiable
As buyer journeys become more complex, alignment across marketing, sales, product, solutioning, customer success, and demand generation becomes essential. From the buyer’s perspective, there is no such thing as a separate marketing touch or sales touch. There is only one continuous experience with the company.
AI In Marketing Beyond Content Creation
AI has already transformed content creation, but Madhur believes the opportunity is much broader. Voice AI agents could help manage inbound and outbound marketing workflows by handling routine queries, qualifying interest, checking calendars, and setting up meetings with sales or solution experts. By the time a sales rep joins the conversation, they could already know what the prospect asked, what company they represent, which competitors they have considered, and which solutions may fit their needs.
The Skills Marketers Need In The AI Era
Madhur believes modern marketing teams must build adaptability, agility, AI fluency, data comfort, experimentation, and outcome focus. Marketers should see AI tools and data sets as their allies. Leaders should provide training opportunities and encourage experimentation without fear of failure.
Key Takeaways
• Enterprise buyers now research across analyst reports, communities, videos, podcasts, newsletters, peer groups, and AI tools.
• Buyers often form strong opinions before speaking to vendors.
• AI search is changing how buyers compare vendors and discover solutions.
• Marketing teams should be strategically selective instead of trying to be everywhere.
• Bespoke events, roundtables, and workshops can create deeper engagement than broad campaigns.
• Product narratives must be translated into buyer-friendly language.
• Customer stories and thought leadership can build more trust than feature-heavy content.
• Sales and marketing teams must operate around shared account-level goals and metrics.
About Madhur Goswami:
Madhur Goswami is the General Manager Marketing at Tata Communications. He brings experience across product marketing, account-based marketing, demand generation, enterprise marketing, buyer journeys, and digital-first marketing strategy.
Fri, Jul 10, 2026
Liked what you read? That’s only the tip of the tech iceberg!
Explore our vast collection of tech articles including introductory guides, product reviews, trends and more, stay up to date with the latest news, relish thought-provoking interviews and the hottest AI blogs, and tickle your funny bone with hilarious tech memes!
Plus, get access to branded insights from industry-leading global brands through informative white papers, engaging case studies, in-depth reports, enlightening videos and exciting events and webinars.
Dive into TechDogs' treasure trove today and Know Your World of technology like never before!
Disclaimer - Reference to any specific product, software or entity does not constitute an endorsement or recommendation by TechDogs nor should any data or content published be relied upon. The views expressed by TechDogs' members and guests are their own and their appearance on our site does not imply an endorsement of them or any entity they represent. Views and opinions expressed by TechDogs' Authors are those of the Authors and do not necessarily reflect the view of TechDogs or any of its officials. While we aim to provide valuable and helpful information, some content on TechDogs' site may not have been thoroughly reviewed for every detail or aspect. We encourage users to verify any information independently where necessary.
Loading comments...
