Provocations from the panel with Vanessa Svib (Cohesity) e Danielle Sene (Foursys)
The main challenge in B2B Marketing today is not adopting more technology, but aligning the speed of the tools with the actual pace of human learning, trust, and decision-making. In a landscape dominated by AI, the competitive edge lies in reducing complexity and risk—not in accumulating features.
On the stage of the Techoá, two professionals working on the front lines of tech marketing delivered a direct, practical, and uncomfortable message to the market's dominant discourse.
Vanessa Svib (Cohesity) and Danielle Sene (Foursys) avoided buzzwords and easy promises. Instead, they presented operational truths that help us understand what truly shapes the past, present, and future of B2B Marketing:
- Technology accelerates, but people do not keep up at the same pace.
- B2B decisions are increasingly individual, not institutional.
- The customer journey has become invisible—and trying to control it is a pipe dream.
- The integration between Marketing and Sales only exists when it happens on the calendar, not in speech.
More than ready-made answers, the panel delivered clarity.
And in today's B2B, clarity is a competitive advantage.
Below are the four central points that generated the most buzz in the room—and should provoke anyone working in tech marketing.
1. Why is the human being the main bottleneck in B2B Marketing?
Vanessa summarized the contemporary marketing-tech dilemma in a simple and powerful sentence:
“Humans take longer to learn than technology takes to change.”
While companies launch new AI features every week, many customers are still trying to figure out the first chapter of the solution they already bought.
This mismatch leads to a common—and rarely discussed—consequence: paralysis.
The customer doesn't stop buying because the solution lacks value.
He stops buying because he doesn't feel confident enough to decide.
Therefore, marketing cannot function as a feature catalog.
In B2B, marketing exists to:
- reduce perceived risk,
- translate complexity into clarity,
- and build trust over time.
And that someone will take the deal.
2. What does it mean for there to be a “CPF” behind every “CNPJ”?
Danielle shared a statistic that challenges the traditional logic of B2B:
- ”71% of buyers will be Millennials or Gen Z by 2026”The behavior is clear: these generations buy from people, not from logos.
As Danielle summarized:
- “They want a real person behind the brand.”
This has nothing to do with customizing the name in the email.
It has to do with showing who is behind the company:
- the people,
- the values,
- the convictions,
and the way of thinking...
When communication sounds like one bot talking to another bot, the customer notices.
And abandons the conversation before it even begins.
3. Can the customer journey still be controlled?
Another critical point raised by Danielle was measurement.
With Google's AI delivering answers directly in search results — the so-called Zero Click — many users no longer visit the brand's website.
The inevitable question arises:
”How to measure all of this?”
The answer is harsh, but honest:
You no longer control every step of the journey.
The new game is not about tracking everything.
It is to be remembered, even when it is not measurable.
In this scenario, consistency is worth more than control.
4. What is true integration between Marketing and Sales?
Marketing and Sales often say they are aligned.
In practice, each department stays in its own bubble.
Vanessa shared a simple — and powerful — attitude:
She participates in the forecast meetings.
That is where Marketing listens to the reality of the business.
Not the filtered version of the report.
Danielle added an essential point:
Real integration requires clear rituals, defined roles, and pre-sales teams (SDRs and BDRs) acting as a bridge between areas, not just as lead qualifiers.
Without this, alignment becomes theater.
Technology without preparation is just a Ferrari in a traffic jam
At the end of the day, it's no use investing in the best technologies if the teams aren't prepared to adopt them. Speeding up bad processes with AI is like trading a Fiat Mobi for a Ferrari to drive on Marginal Tietê at 6 PM:
You just arrive at the next traffic jam faster.
The future of B2B marketing is not automating relationships.
It is humanizing technology.
It's a customer-centric perspective.
It is giving a face, clarity, and authenticity to the brand.
Because technology flies.
But whoever decides walks first and only then runs.
And when this rhythm is not respected, the customer stops. Or stumbles.
