In this episode of Finite by Clarity, Jodi Norris sits down with Elizabeth Maxson, CMO at Contentful, to explore how the B2B buyer journey is changing and what that means for content strategy, personalisation and marketing to both human readers and AI crawlers.
Elizabeth Maxson is Chief Marketing Officer of Contentful, a content management platform trusted by more than 4,200 companies worldwide. Before Contentful, she was CMO at Tableau, a Salesforce company, and Head of Marketing at Quip. She also led Strategic Technology Partnerships marketing at Salesforce, launching relationships with AWS, Google Cloud, Alibaba and Apple.
Buyers are getting answers from LLMs before they ever reach a website. AI-generated content is flooding every channel, and audiences switch off the moment they spot it. The old three-stage funnel, Elizabeth argues, is really a buffet now, with buyers arriving from wherever they like, in whatever order suits them. In this conversation, Elizabeth explains why more content is rarely the answer, how simple personalisation is outperforming complex micro-targeting, and how Contentful is rebuilding its own content strategy to serve humans and AI crawlers at once.