Why Interactive Demos are Reshaping B2B Buying with Natalie Marcotullio

What’s changing in how B2B buyers evaluate and purchase software?

How can interactive demos create a frictionless, buyer-first experience?

What role does AI play in the future of go-to-market strategies?

Those are the three big topics we’re covering in this episode of GTM News Desk. Natalie Marcotullio, Head of Growth of Navattic, joins us to discuss how buying behaviors have shifted, why self-service and peer-driven evaluations are reshaping the market, and how companies can leverage interactive demos to meet buyers where they are. 

Jump into the action:

(00:00) Welcome to GTM News Desk

(01:42) Why pipeline influence is the key marketing metric

(03:52) AI-powered attribution and predicting revenue impact

(06:40) Millennial and Gen Z buyers are reshaping B2B decision-making

(07:39) The rise of digital self-service for million-dollar transactions

(10:09) How interactive demos create a buyer-first experience

(13:57) Signal-based marketing and leveraging intent data

(19:21) The power of product-led growth and show-don’t-tell strategies

(24:52) The future of B2B buying and AI-driven sales transformation

(24:03) Exclusive content preview and closing thoughts

To hear Natalie’s insights on pipeline influence, AI-powered attribution, and the future of B2B buying, check out the extended conversation on TACK Insider: https://tackinsider.com/

Connect with Natalie Marcotullio: https://www.linkedin.com/in/natalie-marcotullio/
Connect with Daniel Curtis: https://www.linkedin.com/in/danielemc3/ 

Our sources from today’s headlines:
Headline 1: https://www.searchenginejournal.com/linkedin-report-reveals-5-key-trends-reshaping-b2b-marketing/539237/
Headline 2: https://www.digitalcommerce360.com/2025/01/22/3-ways-millennial-gen-z-buyers-will-change-b2b-buying/ 

Produced in partnership with: https://shareyourgenius.com/

What is GTM News Desk?

No BS news about B2B Go-To-Market.

This is GTM News Desk - the show that keeps you ahead with marketing and sales strategies that win and clarity on the experiences buyers want.

Mark Kilens and Rachel Elsts Downey give it to you straight - what you're doing wrong, what you're doing right, and how to level up your GTM game. They dish out the latest trends, buyer behaviors, and proven plays you can put into action now. From aligning sales, marketing, and RevOps to closing deals at a clip you didn’t think possible, this podcast gives you B2B's greatest playbooks and lays out the ‘tactics’ to avoid like the plague.

Mark and Rachel take their decades of collective experience working with top B2B brands like HubSpot and Drift and combine them with the GTM expert insights you need to create an impactful GTM strategy for your business.