In this episode of B2B No Bull, hosts Liz and Mark Brohan welcome back Scot Wingo, co-founder of ChannelAdvisor and CEO of RefyBuy, for a deep dive into the implementation side of agentic AI. Building on their last discussion, Scot explains how marketers can move from internal automation to “outside-in” strategies that help their products get discovered and purchased through AI-driven commerce engines like ChatGPT, Perplexity, Microsoft Copilot, and Google Gemini.

Scot outlines practical steps B2B marketers can take now — from unblocking AI crawlers to optimizing product detail pages and leveraging deep content for LLMs — all to ensure their products appear in next-generation search. He stresses that marketers already possess the tools they need, but time is short: within six months, AI-driven traffic could rival or replace traditional SEO.

The conversation covers monitoring product visibility, avoiding data-blocking missteps, and why the next evolution of B2B marketing blends technology, transparency, and human creativity.

Resources Mentioned:

1. Microsoft Copilot
2. Gemini by Google
3. Perplexity AI

Tweet-Length Highlights:

• “Don’t block the bots — blocking AI crawlers today is like blocking Google in 2005.” — Scot Wingo
• “Agentic AI won’t end agencies — it’ll just make them smarter, smaller, and faster.” — Scot Wingo
• “Marketers already have the tools. The trick is to use them before AI traffic leaves you behind.” — Liz Brohan