AI, pipeline generation and marketing’s false-positive problem

Separating genuine buying intent from noise
HotTopics C-suite Exchange in partnership with

B2B marketing teams have more data, signals and opportunities to identify potential buyers than ever before. But are marketers getting better at finding accounts that are ready to buy, or simply faster at targeting the wrong ones?

As AI adoption grows and martech platforms use it to surface account insights, marketing teams face a false-positive problem: apparent intent does not always translate into a genuine propensity to buy. The result is wasted budget, low-quality pipeline, distorted forecasts, poor close rates and stagnant revenue.

This HotTopics C-suite Exchange, in partnership with Demandbase, will explore how B2B marketing teams can distinguish genuine buying behaviour from noise and combine intent signals with account context, giving sales teams greater confidence in the opportunities marketing surfaces.

By attending, leaders will:

• Benchmark their AI revenue maturity against B2B marketing peers
• Understand how to leverage AI to identify in-market buyers and accelerate deals
• Identify opportunities to improve alignment between marketing, sales and operations
• Evolve marketing playbooks for pipeline management at machine speed

“In the rush to adopt AI, the industry is seeing that more data and activity don’t lead to better outcomes,”
Gabe Rogol, CEO of Demandbase. “AI without context creates noise—it requires more oversight and misses what actually matters.”

Event details

📍 Location: Virtual

🗓 Date: 14th October 2026

🕛 Time: 1:00 - 2.00 PM BST

👥 The Hosts: Doug Drinkwater, Editorial and Strategy Director, HotTopics

Apply to join