A Peek Into the Future of B2B Marketing: Rishi Dave on Buyability, AI and Human Creativity

In this episode of Beyond B2B, host Lee Odden reconnects with longtime colleague Rishi Dave, Partner at Bain & Company and former CMO at Dun & Bradstreet, Vonage, and MongoDB. in this conversation they cover how B2B organizations are evolving from disconnected campaigns to modern growth systems-where AI accelerates performance but human creativity, story, and trust remain the true differentiators.

Rishi shares insights from Bain's work with leading global brands, including:

• How to move beyond "micro-productivity" AI pilots to enterprise-wide transformation.
• Why original research and thought leadership are essential to train AI and fuel differentiated content.
• The concept of "buyability" and how marketers can get their brand onto a buyer's Day-One List.
• What it takes to build category fame in a world where hidden buyers, peer validation, and emotional connection drive B2B decisions.
• How marketing leaders can design always-on, integrated systems that connect marketing, sales, and customer success for predictable growth.

Rishi also reflects on the creative side of leadership and how his love of science fiction sharpens his storytelling instincts. The conversation wraps up with advice for B2B marketers navigating the next era of human and AI collaboration.