How B2B Teams Use AI to Transform Their GTM Strategies

We didn’t set out to write another generic blog post about AI in B2B. Instead, we aimed to uncover real-world insights. We went straight to the source, asking 20 prominent voices in marketing, sales, product, and strategy how they’re leveraging AI to transform their go-to-market (GTM) strategies. Each of them answered five questions:

1. The most effective way they’re using AI today
2. Their go-to prompt or automation
3. How do they avoid spam and maintain content quality?
4. The first step they recommend for teams adopting AI
5. The AI trend they believe no one should ignore

That’s 100 insights, straight from practitioners who are testing, learning, refining, and leading. This isn’t theory or hype. It’s a full-spectrum view of how AI is transforming B2B workflows and what your team can take action on right now.

1. The Present Value of AI in B2B

AI is fundamentally changing how B2B teams operate by making processes more efficient and focused. From streamlining research and crafting personalized content to optimizing account prioritization, AI isn’t just about doing more work faster; it’s about driving better outcomes with precision. The message is clear across marketing and sales: AI allows teams to focus less on the mundane and more on creativity, judgment, and strategy.

Here’s how it’s making an impact across key workflows:

• Marketing: AI tools help segment audiences, refine messaging, and repurpose thought leadership into digestible formats for multiple channels. It’s allowing teams to scale smarter, not harder.
• Sales: Smarter prospecting, dynamic personalization, and enhanced visibility into buyer intent are putting sellers in a position to act boldly and confidently.
• Efficiency Meets Precision: Whether it’s prioritizing accounts or crafting the perfect outreach, it’s no longer just about volume. Teams are showing up at the right moment, with pinpoint relevance.
  At the core, AI isn’t replacing the human element. It’s amplifying it.

2. Effective Prompts Fuel Better Outputs

High-performing teams agree on one thing: great outputs require great inputs. AI is only as good as the instructions it’s given. This shift has turned prompt engineering into a critical skill.

Here’s what works:

• Be Specific: Assign AI a role, a goal, and provide relevant background data. For example, one team uses AI to extract objections from real buyer conversations. Another focuses on translating complex pitches into visual presentations for stakeholders.
• Document Success: Leading teams record and refine effective prompts, treating them as reusable assets that evolve.
• Think Strategically: Prompting isn’t just tactical; it’s becoming a key part of execution. Clear, targeted direction on the front end determines whether the final output is useful or generic.

3. Quality and Relevance Over Quantity

AI doesn’t magically transform weak ideas into good ones. Every expert emphasized that relevance starts with robust inputs and thoughtful review:

• Leverage Data: Teams are feeding AI customer feedback, sales notes, and real-world insights. They use AI to refine and elevate, not to replace their expertise.
• Maintain Quality Control: AI might produce drafts, but top teams never skip the editing stage. Judgment and a firm grasp of audience needs still require a human touch.
• Prioritize Personalization: Whether it’s marketing campaigns or internal enablement, the best outputs align with the recipient’s needs.
  The bottom line? AI is a powerful enabler but not a shortcut. Skipping steps leads to irrelevance.

4. How to Get Started Without Feeling Overwhelmed

If you’re just beginning your AI adoption, start with a real problem instead of a shiny new tool. Here’s the roadmap from teams that have successfully integrated AI:

• Identify Repetitive Tasks: Whether it’s summarizing meetings or cleaning data, focus on tasks that slow you down but don’t add strategic value.
• Experiment, Don’t Overcommit: Start small. Dedicate time to pilot AI on one task per week. Document the results to build confidence.
• Master the Art of Prompting: Teach your team how to communicate effectively with AI. Providing clear instructions and spotting weak output are essential skills for long-term success.
  By treating AI as a capability and not a standalone tool, successful teams build momentum from one small win at a time.

5. Big Shifts Are on the Horizon

While AI is already reshaping workflows, the next wave will redefine B2B GTM strategies entirely:

• Intelligent Agents: These AI agents adapt independently, taking action without requiring constant prompts. They’re already being used for content creation, sales engagement, and more.
• AI-Optimized Content: To remain visible in AI-driven buyer discovery, your content needs to be structured for machine readability. Clear positioning is now a competitive advantage.
• Output Over Headcount: Teams will increasingly be judged on impact, not size. Conductors of AI-powered systems will rise as key players in GTM execution.

AI isn’t just tweaking the funnel; it’s rebuilding it. And the teams that lean in now will lead the future.

The Contributors

This blog is the result of deep insights generously shared by a range of leading practitioners from across the B2B spectrum:

• Aidan Brannigan, Founder at No Boring Brands
• Brandon Redlinger, Fractional Marketing Leader
• Carman Pirie, Principal at Kula Partners
• Chad Holdorf, VP, Product Management at Demandbase
• Chris Mbanta, BDR at ConnectIn Digital
• Christofer Lombardo, Director, Marketing Communications at Brunner
• Christopher Penn, Chief Data Scientist at Trust Insights
• Daryn Smith, CEO at Huble
• David Kirkdorffer, B2B GTM & AI Visibility Consultant
• Jason Cormier, Founder at AI Marketing Forum
• Jason Keath, Co-founder and CEO at Social Fresh (Also check out his newsletter)
• Kuba Czubajewski, CEO at StoryAngled
• Matthew Creswick, Chief Marketing Officer at Huble
• Meghan Brown, Account Manager at Oktopost
• Nicole Leffer, CMO AI Advisor at A.Catalyst, LLC
• Samantha McKenna, CEO at #samsales Consulting
• Samantha North, Founder at Emigre Systems (Also check out her blog)
• Sangram Vajre, Co-Founder and CEO at GTM Partners
• Vincent Decastro, President at The ABM Agency
• Yaagneshwaran Ganesh, Product Marketer at Echelon

Their collective contributions form a timely map of where AI is driving the most value and where it is headed next.

If you want to be part of our upcoming guest blogs or campaigns, please ping me on LinkedIn.