Every B2B Tech Brand Added AI: Nobody Knows How to Sell It Webinar with Katya Bovykina

Most B2B tech companies have rushed to add "AI-powered" or "agentic" labels to their products, but they have no idea if their messaging is actually landing or just adding to the noise. While product teams ship features at lightning speed, marketing teams are often left struggling with positioning that sounds exactly like everyone else, leading to buyer fatigue and stalled pipelines. Join Katya Bovykina, Founder of Landswell and Fractional CMO, as she breaks down the high-stakes challenge of positioning AI in a saturated market. This session will explore how B2B brands can move past generic claims and develop a messaging strategy that actually resonates with skeptical senior marketers and CEOs. Katya will share insights from working with dozens of B2B brands to diagnose where AI narratives break down and how to rebuild them for clarity and impact. We will also dive into the "humanization" debate - examining whether brands should personify AI agents or lean into technical transparency. This approach reveals not just how to talk about your features, but how to align them with the specific market moments and audience needs that drive real demand. ====================================================================== Join Emanuel, our host from "How About Some Marketing?", as he explores the AI messaging landscape with Katya Bovykina, Founder of Landswell and Fractional CMO. Subscribe to the newsletter 👉 https://www.howaboutsomemarketing.com/ Katya, an experienced B2B marketing strategist, and Emanuel, a seasoned digital marketer, share their wealth of knowledge on AI positioning, messaging intensity, and what's actually working (and failing) across the B2B tech industry. Relive their valuable insights, real website before-and-afters, and honest takes on navigating the pressure to "add AI" to everything. #AIMessaging #B2BTech #AIFirst #MarketingStrategy #HowAboutSomeMarketing ► Connect with Katya 👉   / katyabovykina   👉 https://landswell.co/ See the full presentation here 👉 https://www.youtube.com/live/224X-DBK... #aimarketing #b2bmarketing #aipositioning #howaboutsomemarketing ======================== How About Some Marketing? On Social ► Subscribe to the newsletter 👉 https://www.howaboutsomemarketing.com/ ► Subscribe On YouTube 👉    / @howaboutsomemarketing   ► Follow Us On Instagram 👉   / howaboutsomemarketing   ► Follow Us On X 👉 https://x.com/hasomemarketing ► Follow Us On LinkedIn 👉   / howaboutsomemarketing   ► Like 👍 Us on Facebook 👉   / howaboutsomemarketing   ► Join Our Free Facebook & LinkedIn Groups https://linktr.ee/howaboutsomemarketing ► Follow Us On Pinterest 👉   / howaboutsomemarketing   ► Follow Us On TikTok 👉   / howaboutsomemarketing   ====================================================================== About Emanuel P - How About Some Marketing? founder and host: Emanuel Petrescu is a Toronto SEO consultant. He’s passionate about helping businesses enhance their reputation and online footprint. Emanuel has substantial experience managing websites and developing and implementing SEO strategies. His area of expertise lies in SEO Audits, a subject on which he has developed a comprehensive educational course. ► Emanuel's website 👉 https://emanuelp.com/ ► Emanuel On YouTube 👉 / @emanuelp986 ► Emanuel On LinkedIn 👉   / emanuelp986   ► Emanuel On Twitter 👉   / emanuelp986   ====================================================================== [00:00:00] Webinar: Every B2B Tech Brand Added AI - Nobody Knows How to Sell It [00:04:33] Introduction: Who is Katya Bovykina? [00:04:40] Katya's Background: Agency, In-House, and Fractional CMO Journey [00:11:18] What is AI Messaging Intensity? A Framework for B2B Brands [00:12:42] AI Feature: The Least Intense AI Messaging (Examples: Lemon Squeezy, Circle, Evernote) [00:15:21] AI Powered: The Overused Catchall Term and Why It's Fading [00:23:06] AI Agents: The Current Hype Cycle and How Brands Are Messaging It [00:31:33] Agentic AI vs. AI Agents: What's the Difference and Why It Matters [00:41:17] AI-First, AI-Native, AI OS: The Most Intense Messaging (Examples: Gong, Klaviyo) [00:48:18] Trends: How AI Messaging Is Shifting Across B2B Tech Websites [00:45:26] Before & After: Real Website AI Messaging Changes Over 18-24 Months [00:52:39] Did These Changes Happen Organically or Based on Data? [00:53:16] How to Use Customer Conversations and Conversion Data to Guide AI Messaging [00:57:27] Q&A: Where Does AI Messaging Break Down Across the Funnel? [00:57:49] Real Client Story: How an AI Campaign Attracted the Wrong Leads [01:09:15] Book Recommendation: Eat the Frog [01:10:10] Closing Remarks & How to Connect with Katya