Ep. 167 - How AI Is Changing the B2B SaaS Search and Buyer Journey

Guest: Ayse Guvencer, Fractional SaaS CMO & GTM Executive As AI changes how B2B buyers evaluate software, many marketers are missing the forest for the trees. In this episode, Ayse Guvencer, fractional CMO and GTM advisor to SaaS and MarTech startups, joins Ken Lempit to deliver a blunt reality check: AI is disrupting the search journey, pricing models, and even how buyers interact with your brand—before your SDRs even know they exist. We unpack:  ✅ Why Google is now a navigational tool, not a discovery engine ✅ How AI-driven tools like ChatGPT are shaping shortlists and decision frameworks ✅ The rise of Generative Engine Optimization (GEO) and what it means for visibility ✅ Why “Service as a Software” is redefining outcome-based pricing ✅ What AI browsers and agentic advertising could mean for reaching the “hidden figures” on buying committees Ayse also shares practical guidance on how marketers can stay ahead of AI-native competitors, avoid falling for adtech black boxes, and reframe their role in this fast-changing ecosystem. If you’re a B2B SaaS CMO or CRO trying to stay ahead of the curve, this is one of those episodes you’ll want to listen to twice. --- Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch. 🔗 Get a Free Messaging & Conversion Review We’ll analyze your website and content through the eyes of your buyers to uncover what’s stopping them from booking a demo. Then, we’ll give you a personalized report with practical recommendations to help you turn more visitors into sales conversations. And the best part? 💡 It’s completely free. No commitments, no pressure—just actionable advice to help you book more demos. Your next demo is just a click away—claim your free review now.