What’s the State of the Enterprise B2B Buyer?

Summary

In this episode, Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, explains how AI has upended the traditional enterprise B2B buying journey, making research faster but the market noisier and trust harder to earn. She identifies a growing trust gap caused by information overload and opaque vendor data, and outlines a new playbook that prioritizes authentic, value‑first interactions over generic content. Yamamoto stresses that authenticity remains crucial even as AI-generated content proliferates, and notes that vendors now have far less visibility into buyer intent, requiring smarter, data‑driven outreach.