Agent-to-Agent GTM: How AI Is Reshaping B2B Discovery with Santosh Sharan

Tech Marketing Rewired

I am always looking for ways to improve. Send me a text and let me know your thoughts! - Kevin

Remember when marketing was about gut feelings and Rolodexes? Those days are long gone, replaced first by data-driven automation and now by something even more transformative: AI-powered buying agents.
The marketing landscape is broken. Pipelines are down, sales math doesn't work, and marketing channels are saturated beyond effectiveness.

In this eye-opening conversation with tech industry veteran and founder of Zeer.ai, Santosh Sharan, we explore how AI agents may soon become the buyer's first move in the discovery process.
What happens when your prospective customers deploy AI to evaluate options before humans ever enter the conversation? When your carefully crafted pitch lands in front of an algorithm instead of a decision-maker? This isn't science fiction. It's happening now, and it's reshaping everything we know about marketing and sales.
Santosh explains how the democratization of marketing tools has created unprecedented noise, leading to buyer withdrawal from traditional engagement models. The future belongs to marketers who can build trust at scale and optimize for both human and algorithmic evaluation. As Santosh puts it, "Trust cannot be copied," making it the ultimate differentiator in an age of feature parity.
The most fascinating revelation? The emergence of agent-to-agent commerce, where AI intermediaries continuously search, evaluate, and negotiate on behalf of both buyers and vendors. This creates entirely new channels for discovery beyond traditional search and social platforms.
This episode is essential listening for any marketer struggling with rising customer acquisition costs, diminishing returns on outreach, or the challenge of standing out in crowded marketplaces. The future of marketing isn't about better automation—it's about rethinking the entire model of how buyers discover, evaluate, and engage with sellers.

🎧 Tech Marketing Rewired is hosted by Kevin Kerner, founder of Mighty & True.

New episodes drop regularly with unfiltered conversations from the frontlines of B2B and tech marketing.

Catch the video version of the podcast on our YouTube channel.

👉 Subscribe, share, and connect with us at www.mightyandtrue.com

📩 Got a guest idea or question? Email us at [email protected]

🔗 Follow Kevin on LinkedIn for more insights and behind-the-scenes takes.

📰 Subscribe to Kevin's Substack at: Subscribe to Kevin's Substack at: https://kevinkerner.substack.com/
📰 Want more tech marketing insights? Subscribe to the Drag & Drop newsletter for fresh thinking, real talk, and tools that make your job easier.

www.mightyandtrue.com

챕터

1. Introduction to Marketing's New Reality (00:00:00)

2. The Breakdown of Traditional Marketing (00:04:13)

3. Evolution of Go-to-Market Strategies (00:12:48)

4. The Problem with Data Democratization (00:22:11)

5. CAC Crisis and Platform Ecosystems (00:29:00)

6. Agent-to-Agent: The Future of Discovery (00:35:38)

7. Building Trust at Scale (00:43:12)