Product marketing leaders on building the new B2B buyer experience. B2B buyers can explore products, ask questions, and compare options before they ever speak to sales. AI is making more of that journey self-serve, but it hasn't made human conversations irrelevant. So how should product marketers adapt? This panel will examine where buyers prefer to move independently, when they want to speak with a person, and what they expect when they make that transition. We'll discuss how PMM teams can create content and experiences that help buyers make progress at every stage. Questions we'll cover: - How has B2B buyer behavior changed in the last two years? - Which parts of product discovery do buyers prefer to handle themselves, and when do they want to speak with a person? - Are buyers more comfortable asking AI about pricing than asking a sales rep? Why might that be? - Which answers do buyers still want to verify with a human, particularly around security and compliance? - What should happen when a buyer moves from an AI-led interaction to a human conversation? - How can PMM and sales tell whether self-serve content is helping buyers move forward, rather than simply generating engagement?