A Peek Into the Future of B2B Marketing: Rishi Dave on Buyability, AI and Human Creativity

Описание: In this episode of Beyond B2B Marketing, Lee Odden sits down with Rishi Dave, Partner at Bain & Company and former CMO at Dun & Bradstreet, Vonage, and MongoDB, to explore how buyability, AI-enabled transformation, and the enduring power of human creativity is evolving the next generation of B2B marketing.

Rishi brings a rare dual perspective, having led major marketing transformations as a CMO and now advising global enterprises on modernizing their go-to-market systems. Together, Lee and Rishi cover how B2B organizations can move from disconnected campaigns to integrated, always-on growth systems that connect marketing, sales, and customer success.

In this conversation, you'll learn:

What "Buyability" means and why B2B buying groups rely so heavily on peer validation, hidden buyers, and Day-One shortlists.
How leading companies are transforming content and go-to-market operations using AI, moving beyond micro-productivity into enterprise-level speed, personalization, and impact.
Why original research and differentiated messaging matter more than ever in training AI systems and establishing category fame.
How to protect human creativity in an AI-driven world-and why storytelling, insight, and emotional connection remain irreplaceable.
What the next 2-3 years of AI-native B2B marketing will look like, from personalized sales plays to influencing the channels that shape LLM outputs.

Rishi also shares what he's most proud of across his career as he's lead large-scale marketing transformations and how his love of science fiction shapes his approach to storytelling and empathy in marketing.

If you want to understand how B2B leaders can modernize for speed, trust, category relevance, and creative differentiation, this episode is full of guidance you can apply today.

Check out a full summary of their conversation on the TopRank B2B Marketing Blog: https://www.toprankmarketing.com/blog...