LinkedIn's Ty Heath on B2B Marketers Solving Buyability: Lessons from B2BMX 2026
PushButton AI Team ·
LinkedIn's Ty Heath on B2B Marketers Solving Buyability: Lessons from B2BMX 2026
You bought the AI tool. Nobody used it. $200/month gone, and now you're more skeptical than ever.
Here's the truth nobody tells you: that wasn't your fault.
Most AI tools fail inside businesses beca
You bought the AI tool. Nobody used it. $200/month gone, and now you're more skeptical than ever.
Here's the truth nobody tells you: that wasn't your fault.
Most AI tools fail inside businesses because they solve the vendor's problem, not yours. They get sold to the decision-maker but land on a team that wasn't asked, wasn't trained, and wasn't convinced they needed it.
LinkedIn's B2B research just surfaced something worth paying attention to. Buying decisions — even your clients' decisions about working with you — now involve more people, more friction, and more behind-the-scenes skeptics in finance and ops. AI doesn't fix that by automating louder. It fixes that by reducing the friction those hidden stakeholders create.
That's the reframe. AI isn't a megaphone. It's a friction remover.
So here's the one thing you can do this week: map one repetitive bottleneck in your sales or ops process where information gets stuck or delayed. That's your first AI use case. Not a platform. Not a transformation. Just one stuck place.
Fix that first. Build confidence. Then expand.
What's the one process in your business that slows everything else down when it breaks?
... marketers need to solve buyability by reducing hidden friction. AI-driven research, larger buying committees, and unseen stakeholders in finance ...
