Something has shifted in B2B marketing over the last 18 months, and most of us feel it even if we haven’t put words to it yet. We’re all seeing that it’s more difficult to reach buyers in their noisy inboxes while we’re inundated with tech and platforms that are supposed to be able to do just that.

AI is the obvious culprit and also the obvious solution, depending on who you ask, but the reality is more complicated than this. Yes, AI-generated content has flooded every channel, and buyers are more skeptical and harder to engage than they were a couple of years ago, but some teams are genuinely using it well and moving faster because of it. The gap between those teams and everyone else is wide and getting wider, and most of the public conversation happening around it is either too optimistic or too dismissive to be worth much.

One newsletter isn’t going to solve that, and honestly this topic deserves a longer, more honest conversation than any single piece of content can hold. What this can do is start one.

Last week, a catch-up call with someone in my network turned into an hour of genuinely useful back and forth on exactly this. How do you reach buyers who have tuned out? How do you actually use AI without becoming part of the noise everyone is trying to cut through? There was no deck or agenda, just two people who work in this space trading real observations about what’s working and what isn’t.

That conversation reminded me that the best thinking on hard problems comes from people who are in it with you, trying things, and willing to be honest when something isn’t landing the way they hoped.

So, here’s the ask. If it’s been a while since we’ve connected, or you’ve been reading this and we’ve never actually spoken, let’s change that. A conversation about where B2B marketing actually is right now and where any of us think it is heading is worth having.

Austin folks, lunch or coffee. Everyone else, 30 minutes on a call is enough to get somewhere interesting. Reply here, connect on LinkedIn, or grab time at launch-marketing.com.