Use AI to Supercharge Pipeline: Practical Plays Modern B2B Teams Can Use Today
In this insightful B2B Growth Show, Paul Slack and Lauren Glover are joined by John Greely, VP of Marketing at Navu, to explore how AI is reshaping the B2B website experience—and why helping buyers find answers quickly has become more important than driving traffic alone.
As AI search tools and answer engines handle more early-stage research, fewer buyers are clicking through to company websites. But the visitors who do arrive are often more informed, more qualified, and closer to making a decision. That makes the website’s “last mile”—the journey from arrival to conversion—more critical than ever.
The session examines how B2B companies can reduce friction, support self-directed buyers, and transform their websites from static content libraries into conversational resources that help visitors get the information they need in seconds.
Key Takeaways:
- Why website traffic is becoming less meaningful as a standalone marketing metric
- How AI is changing buyer expectations around speed, convenience, and self-service
- Why high-intent visitors need personalized answers instead of more pages to navigate
- How outdated or conflicting website content can weaken visibility in AI-generated answers
- Why companies should audit and remove irrelevant content instead of continually publishing more
- How ungating educational content can improve buyer engagement and lead quality
- Why “successful sessions” may be a more valuable website KPI than traffic or form submissions
- How AI-powered chat and search tools can surface the right information at the right moment
Notable Insights
John explains that buyers are increasingly accustomed to asking a question and receiving an immediate, relevant response. Traditional websites, with complicated navigation, long-form content, gated PDFs, and rigid chatbots, often force visitors to work too hard to find basic information. If a buyer cannot find an answer quickly, they are likely to return to ChatGPT, another AI platform, or a competitor that offers a simpler experience.
The panel also challenges long-standing content marketing practices. AI models can review an entire website at once, including old and contradictory information. This means outdated pages that once had little impact may now create confusion, reduce brand authority, and make it harder for AI platforms to confidently reference a company’s content. Marketers should prioritize accurate, consistent, useful information and remove content that no longer serves a clear purpose
Practical Guidance You Can Apply
The session provides practical guidance on:
- Auditing website content for outdated or conflicting information
- Creating a more self-service, rep-free research experience
- Ungating guides, reports, and educational resources
- Structuring content so both buyers and AI tools can retrieve it easily
- Selecting an AI solution that fits your existing team and technology stack
- Using real visitor questions to identify content gaps, objections, and sales opportunities
- Maintaining control over how AI answers questions about your products, services, and brand
A live demonstration shows how an AI-enabled website assistant can be trained on approved company content, answer specific buyer questions, cite its sources, reject unrelated questions, and guide qualified visitors toward the next step. The conversation data can also give marketers valuable voice-of-the-customer insight into what buyers are actually asking before they speak with sales.
Whether you are a B2B marketing leader looking to improve conversion rates, a content strategist adapting to AI-driven search behavior, or a demand generation professional trying to get more value from qualified website traffic, this session offers actionable ideas for creating a faster, more useful, and more buyer-friendly digital experience.
Catch the next B2B Growth Show live by registering here.
