Iterable CMO Priya Gill Shares B2B Engagement Insights in Demand Gen Report Q&A
Priya Gill discusses consistent experiences, loyalty data, and AI's role in reducing marketing complexity according to Demand Gen Report.
Iterable CMO Priya Gill stated that B2B customer engagement depends on consistent, connected experiences that build trust over time rather than additional campaigns or surface-level personalization, according to Demand Gen Report.
Building Loyalty When Buyers Are Selective
Gill noted that B2B buyers make more intentional decisions about time, attention, and budget and disengage faster when interactions do not feel worth it. The Iterable 2026 Customer Engagement Marketing Report found that more than half of respondents have remained loyal to trusted brands for over 10 years. Gill said loyalty has not disappeared but now requires higher consistency because every interaction either builds trust or erodes it.
Closing the Gap Between Activity and Experience
Gill explained that customers do not experience campaigns or workflows as internal teams describe them. They notice only whether interactions feel connected and useful or fragmented. She attributed many issues to too many systems, handoffs, and lost context between teams. Teams that stay closer to the intended customer experience rather than delivery mechanics achieve simpler external results, according to Demand Gen Report.
Applying AI to Reduce Operational Complexity
Gill reported that 64% of marketers say personalization efforts focus more on optics than impact. She argued AI should handle repeatable tasks and help teams act on signals in context instead of generating more content. Effective AI setups clearly define what the technology owns, what it supports, and where humans retain control over judgment, nuance, and experience design.
Gill added that AI performs well on operational decisions such as timing, routing, and optimization. Human involvement remains necessary for creativity and understanding people, according to Demand Gen Report.
