B2B outreach in the AI era: the human signal

Goody asked four GTM leaders what still works in B2B outreach now that everyone has AI. We all landed on the same idea, which they called the human signal: proof that someone actually understood the person on the other end and made a thoughtful choice.

What’s flopping? “Generic marketing. A social post with no point of view, an email that could’ve gone to anyone, a gift with zero thought behind it. We’re drowning in input right now, so if what you’re sending doesn’t feel intentional, people scroll right past it.”

On personalization: “Slotting in a first name or company name and calling it personalized” isn’t it. “Real personalization comes from an actual relationship, and it should match where someone is in their journey with you. The more you’ve earned that relationship, the more personal you get to be.”