Episode Summary

In this episode of OnBase, host Chris Moody sits down with Chad Holdorf to discuss how agentic AI is revolutionizing B2B go-to-market strategies. They explore the rise of AI-driven agents, why automation leaders are doubling down on AI, and the biggest mistakes B2B teams make with AI adoption. Chad also shares real-world use cases from Demandbase, showing how AI agents streamline workflows, enhance intent-based targeting, and deliver predictive recommendations to sales and marketing teams.

If you're a sales or marketing leader, this episode will give you actionable insights on how to integrate AI-powered GTM workflows while ensuring data accuracy, personalization, and efficiency.

Key takeaways:

AI Agents Are Reshaping GTM – AI-driven agents can help 10x productivity, making teams more efficient while removing friction from sales and marketing workflows.
The Biggest AI Mistake – Companies focus too much on the technology itself rather than on solving real customer problems. AI should be outcome-driven.
From Data Overload to Actionable Insights – AI-driven intent signals analyze vast amounts of GTM data, surfacing key insights and next best actions for sales and marketing teams.
AI SDRs Are Failing Without Context – AI agents that lack proper customer data make embarrassing mistakes, like sending irrelevant emails to buyers who already know the product.
Agent Base: AI with Context & Accuracy – Demandbase’s Agent Base ensures that AI-driven sales and marketing actions are informed by accurate, unified data, preventing misalignment between teams.
AI Must Be Embedded in the Workflow – AI agents should enhance existing workflows rather than requiring users to switch between multiple tools, ensuring smooth execution.
Future of AI in B2B – The next wave of AI will focus on deep research capabilities, personalized recommendations, and predictive actions, eliminating guesswork for GTM teams.

Quotes:

"The most powerful AI agents aren't just about automation – they’re about solving real customer problems and making revenue teams more effective."

"Without the right data, AI agents are just noise. The difference between success and failure in AI-driven GTM is data accuracy and context."

Best moments:

03:00–05:00: Chad shares his journey to Demandbase and his vision for AI-powered GTM strategies.
08:00–10:00: Why AI adoption is skyrocketing but the execution still lags behind in B2B companies.
12:00–15:00: Breaking down how Agent Base delivers real-time AI-driven insights without adding complexity.
18:00–22:00: The biggest failures of AI SDRs and how data-driven AI agents can solve these issues.
25:00–30:00: The future of AI in sales & marketing – from predictive modeling to agent-driven engagement.
Tech recommendations:

Perplexity AI – AI-powered deep research for customer insights & content generation.
OpenAI / Gemini – AI tools for data processing & workflow automation.

Book recommendations:

The Inner Game of Tennis by W. Timothy Gallwey – A classic on performance psychology & learning through observation.

Podcast recommendations:

My First Million – A business podcast that breaks down growth strategies & success stories.

Leaders to follow:

Gabe Rogol, CEO at Demandbase
Umberto Milletti, Chief R&D Officer at Demandbase
Kelly Hopping, CMO at Demandbase
Marc Benioff, Chair & CEO at Salesforce.
Parker Harris, CTO at Salesforce

Sign up for Agentbase

Meet Chad at the Forrester B2B Summit (March 30) & EMEA Conference in London (April 30).
Sign up for Demandbase’s AI Agent Design Partner Program – coming soon!
Follow Chad Holdorf on LinkedIn for AI-driven B2B insights.

About the guest:
Chad Holdorf is VP of Product at Demandbase, leading product to transform how marketers drive pipeline and revenue. With 15+ years in product, including leadership roles at Pendo, Salesforce, and John Deere, he builds high-performing teams, drives bold product strategies, and delivers results.
Connect with Chad Holdorf.

Ep. 516 | The Rise of Agentic AI in B2B GTM

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