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.
Other resources to check out:
Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.
The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.
And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting
