Standing out in B2B used to come down to having a louder campaign. But in 2026, when everyone can ship features and spin up content overnight with AI, it means the game is changing. The teams winning are competing on service, distribution, and how well they actually know their customers.

We sat down with Jay Desai, Growth Lead at Navattic and a former solo marketer, go-to-market operator, and former SaaS founder, to unpack how B2B go-to-market is shifting under all this pressure, and where the advantages are within tools like Claude's MCP connectors.

In this episode they get into:

- Why service is becoming the real moat in B2B, and where the handoff from sales to customer success quietly breaks
- The move from selling tools to selling outcomes, and what "services as software" means for how you package and price offerings
- How B2B pricing is being rewritten, from seat-based to usage-based AI models, and what that changes for buyers and vendors
- Winning content in a noisier market: why you don't need to go viral, just the right customers watching, and why testimonials and mid-funnel win
- The distribution trap most teams miss, and why your best channel might be a rep sending the right asset
- Buy vs build: the maintenance trap teams could fall into when they try to build everything in-house

Whether you're rethinking how you sell, price, or show up in a market that gets noisier by the day, this one's packed with takeaways.

Give it a listen!

Timestamps:
00:00 - Intro Trailer
00:37 - Welcome to the show
00:50 - Guest introduction
01:34 - What Japan taught Jay about B2B Marketing
03:23 - Why service is the real differentiator
03:43 - From software as a service to services as software
06:25 - Why B2B companies struggle with service quality?
08:11- The sales to customer success handoff gap
09:40 - Reading account signals before things break
10:24 - Seat based SaaS model vs usage based AI model
12:41 - Will subsidized token spend last?
13:55 - The AI adoption bell curve
14:22 - What actually counts as a wrapper company?
16:57 - Privacy and security risks of vibe coded tools
17:35 - What content breaks through the noise?
19:20 - Why EventShark's video offerings have changed
20:01 - Shift to middle and bottom of funnel content
21:18 - You don't need to go viral
22:18 - The distribution trap most people miss
22:36 - Quadruple your content and store it
23:37 - Advice for solo and small marketing teams
25:07 - The best Claude prompt to find what to automate
25:28 - What EventShark is building with Claude
25:59 - How vibe coding has evolved
27:52 - The best way to use AI day to day
29:07 - How the documentation process has changed
29:57 - The document everything blind spot
30:45 - Sharing Claude skills across the team
32:35 - A two layer system for AI context across accounts
34:31 - One prediction for the next 12 months
36:11 - Outro